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The real estate industry is in need of continuing to foster diversity, whether it be among agents or in the clients that they are servicing. Real estate brokerage Coldwell Banker is implementing an Inclusive Ownership Program to increase representation of minority, women, LGBTQ+ and veteran entrepreneurs in the sector. To get a better undetstanding of the initiative and its diversity marketing implications, we talked to Jason Riveiro, Director, Global Development & Growth Markets at Realogy, the holding company that owns Coldwell Banker. Riveiro is a member of Portada’s Council System of Brand Marketers. 

 

Jason Riveiro, Director, Global Development & Growth Markets at Realogy
Jason Riveiro, Director, Global Development & Growth Markets at Realogy

A recent study by ad agency Oberland finds 91% of Americans believe their actions and the actions of brands will lead to sustained change on the social-justice front. According to the study, 42% of Americans aged 19-26 have stopped buying a brand that has been exposed for racist behaviors. Almost one-third of those surveyed want to see brands provide employees with appropriate diversity and inclusion training. 20% want brands to commit to hiring more Black employees.  Are brands not just doing the talk but also the walk? And how are their diversity initiatives reflected in their marketing strategies?

Jason Riveiro, Director, Global Development & Growth Markets at Realogy, the company that owns Coldwell Banker, tells Portada that “the real estate industry as a whole is in need of continuing to foster diversity, whether it be among agents or in the clients that they are servicing. Coldwell Banker has identified this issue and is committed to not only expand its diversity in-house, but more importantly, be a leader in servicing, mentoring, and championing diversity in the real estate industry,” Coldwell Banker has a network of over 94,000 affiliated residential and commercial real estate  sales professionals in 3,000 offices across 43 countries and territories.

We are commited to be a leader in servicing, mentoring, and championing diversity in the real estate industry.

Diversity Marketing: How is Coldwell Banker Prioritizing Diversity?

Coldwell Banker’s Inclusive Ownership program  is an initiative to increase representation of minority, women, LGBTQ+ and veteran entrepreneurs in the real estate industry. Each new brokerage that affiliates with Coldwell Banker will not pay the initial franchise fee and will receive financial incentives to support diverse business owners in the critical first two years of business. Benefits include up to $100,000 of funding, royalty fee rebates as well as education and mentorship. Owners will also receive membership and conference registration for an industry partner group of choice.  As part of their inclusive Ownership program Coldwell Banker recently welcomed three minority owned new brokerages: Coldwell Banker Omni Group in Santa Ana, Calif., owned by Tina Marie and Rich Hernandez; Coldwell Banker Action Holdings in Grand Island, Neb., owned by Amber Schuppan; and Coldwell Banker Commercial Northland in Flagstaff, Ariz., owned by Becky McBride.

How Large are Minorities in the U.S. Realtor Base?

According to the National Association of Realtors, Hispanics/ Latinos accounted for 10 percent of REALTORS®, followed by Black/African-Americans (six percent) and Asian/Pacific Islanders (five percent). New members tended to be more diverse than experienced members. Among those who had two years of experience or less, 27 percent were minorities. Spanish is the most common second language that members were fluent in. Among all REALTORS®, 13 percent were born outside the U.S.

27 percent of realtors who have two years of experience or less are minorities.

Diversity Marketing: How is the Diversity Initiative Supported?

How does Coldwell Banker’s objective of Cultural Diversity impact Marketing? Riveiro tells Portada that his marketing approach is to get the word out to as many industry people as possible. “We’re focusing on growing awareness  among industry reporters and influencers talking about the program and connecting with various organizations / associations – National Association of Real Estate Brokers (NAREB), Asian Real Estate Associate of America (AAREA), National Association of Hispanic Real Estate Professionals (NAHREP) – to spread the word. The program almost markets itself,  as we’ve had hundreds of respondents interested after we first announced it though there are still steps needed to keep up the momentum.”

According to Riveiro, “an additional tactic that sets this program apart is the one-on-one guidance, mentoring and overall support that Coldwell Banker, at a national level, provides to all participants that affiliate with this program. The support starts on Day 1, and agencies benefit greatly from ongoing guidance, access to materials and an immediate network of industry professionals on a nationwide platform”

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.

  • CENTURY 21® 

Triple Daytime EMMY®-winner and bestselling author Gaby Natale and Century 21 Real Estate LLC, have teamed up to energize and empower Hispanic women from coast to coast of the United States.Starting in 2019, Natale will lend her support to the brand’s Empowering Latinas campaign, a scholarship initiative that enables Latinas to obtain their real estate license and provides ongoing mentorship along with real, hands-on experience to prepare them for success in the real estate industry. The collaboration also includes securing Natale as a featured speaker at key industry events including the 2020 One21 Experience®, the brand’s largest global conference taking place in Los Angeles next February.“CENTURY 21 is excited to work with Gaby Natale as part of our Empowering Latinas campaign. She embodies the same relentless work ethic and drive as each of our scholarship recipients,” says Karim Amadeo, manager of Hispanic and national advertising for CENTURY 21 Real Estate LLC and a member of Portada´s Brand Star Committee. The multi-year collaboration will kick off in San Diego during Hispanic Heritage Month with Gaby joining the CENTURY 21 team for the 2019 National Association of Hispanic Real Estate Professionals (NAHREP) National Convention, L’ATTITUDE, bringing Latinas a message of self-reliance, entrepreneurship and financial empowerment.Century 21 Real Estate LLC is a subsidiary of Realogy Holdings Corp., a global leader in real estate franchising and provider of real estate brokerage, relocation and settlement services.

 

  • OneWest 

OneWest Bank, CIT’s Southern California branch network, announced the launch of Personal Finance Empowered, a digital financial education platform offering free, customized modules for consumers at all life stages.Personal Finance Empowered modules focus on more than 30 different topic areas including mortgage education, building emergency savings, paying for college and retirement planning. Each area is composed of a variety of three 10-minute modules designed to encourage participants to build financial confidence through a series of interactive activities.“With modules available at various knowledge levels, and in both English and Spanish, we are aiming to empower a broad range of individuals with the financial agility they need no matter where they are in their financial life cycle,” said Heather Ellison, head of Retail Banking for OneWest Bank.In addition to this week’s launch of the self-service Personal Finance Empowered platform, OneWest plans to offer workshops based on the curriculum throughout its network of branches across Southern California.

 

  • Neutrogena® 

Neutrogena, one of the #1 dermatologist-recommended skincare brand, announced the launch of a new collection, Neutrogena Bright Boost™, to help women fight dull skin. Neutrogena has cultivated a skin-first approach that includes addressing the concerns of millennials seeking new options for bright and radiant skin.“We uncovered that the majority of millennial women (84%) believe that healthy skin is glowing skin, and nearly 4 in 5 (78%) wish there were more products on the market that gently exfoliate skin,” said Kerry Sullivan, Vice President of Neutrogena, U.S. Skin Health at Johnson & Johnson Consumer Inc. Anna Rose, Carine Hardy, Anna Trondoli and Diyana Sudarsono, four Neutrogena talented millennial scientists paired their firsthand personal skincare experiences with their scientific expertise to develop the four-part collection for brighter skin.The new Bright Boost collection is made up of four key products including: A Resurfacing Micro Polish, an Illuminating Serum, a Gel Cream, and a Facial Moisturizer with Broad Spectrum SPF 30. The collection is available now at mass merchandisers nationwide.

  • Boost Mobile

Boost Mobile and GRAMMY® winner Pitbull have announced a new multiplatform marketing collaboration. Pitbull, also known as Mr. Worldwide, is helping get the word out that Boost Mobile provides a simple solution for people who want to stay connected to what’s important and get more out of life.The campaign proclaims that Boost Mobile is one of the best values in wireless and gives people more value at every turn. In addition to national TV, radio and digital campaigns, Pitbull will appear in live events, in-store experiences and customer giveaways. The campaign will kick off this fall.This is the first partnership secured through 305 Worldwide, the new full-service multicultural agency launched last month by Horizon Media in partnership with Pitbull.All Boost Mobile plans have no annual service contract, but they do include unlimited data, talk and text and the latest phones from top brands at affordable prices. Service plans include taxes and fees, mobile hotspot, unlimited music streaming and 99% nationwide coverage with voice roaming.

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 isabel@portada-online.com.

  • UnitedHealthcare

Resultado de imagen para UnitedHealthcare will host ¡Hay Más Adelante!,UnitedHealthcare will host ¡Hay Más Adelante!, a series of health and wellness educational events, in Phoenix to help Hispanic-American seniors and other Medicare beneficiaries learn more about Medicare and their health care coverage options. ¡Hay Más Adelante!, which translates to “There’s more ahead,” encourages people to embrace aging with vitality and to plan for continued healthy living.The events – supported by the AARP® Medicare Supplement Insurance Plans, insured by UnitedHealthcare Insurance Company – will feature renowned keynote speakers to engage and motivate participants in a celebration of health. GRAMMY Award-winning singer Vikki Carr joins the initiative to share her personal experience and insights on embracing aging with health and vitality. Attendees will also have the opportunity to hear from Maggie Vazquez of UnitedHealthcare and Professor Marilyn Omifunke Torres.

 

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.

  • Miller Coors

New Mexico State Director of Athletics Mario Moccia announced the department’s first official beer partnership through its multimedia rights holder NM State Sports Properties with Miller Coors for the inaugural Aggie Football Hispanic Heritage Day for the upcoming 2019 season – which will also serve as the home-opener for the Aggies.Under this new one-year partnership, Miller Coors will have co-branded marketing rights, and presenting sponsorship rights to NM State’s first-ever Hispanic Heritage Day; set for Saturday September 14, as Los Aggies take on Las Aztecas of San Diego State at Aggie Memorial Stadium. Hispanic Heritage Day will include many activities for the community to enjoy such as themed food trucks, live DJ and mariachi bands – including the US Army National Guard Mariachi Band. In addition, world-renowned artist and El Paso native Jari “WERC” Alvarez will be creating a one-of-a-kind NM State themed live mural prior to kick-off inside Aggie Memorial Stadium. Hispanic Heritage Day will celebrate the history and culture of Southern New Mexico and Mexico.  Fans can expect Hispanic-themed food, games and entertainment during pre-game activities and a few surprises during the game. Stay up to date with Hispanic Heritage Day by following NM State Aggies or The Las Cruces Hispanic Chamber of Commerce on all social media platforms.

 

  • MindSciences

MindSciences has released a Spanish version of Eat Right Now, its award-winning app clinically proven to decrease food cravings by 40%.  According to Mark Mitchnick, MD, CEO of MindSciences, “With Spanish being one of the most spoken languages worldwide and the second most common in the US, it only makes sense that we offer our apps in Spanish.  Eat Right Now is the first to be translated and our other apps will follow soon.” Eat Right Now is one of 3 apps currently offered under the DrJud brand. The app is specifically designed to work as a standalone therapeutic, but can also be used in conjunction with any structured diet program should the user desire. MindSciences helps individuals lead healthier and happier lives through behavior change via evidence-based digital therapeutics for overeating, anxiety and smoking cessation. The company’s suite of digital therapeutics apps use mindfulness learning techniques to manage addictions, cravings and behavior.Dr. Jud Brewer, the lead scientist at MindSciences, is a recognized expert in behavior change.

 

  • Visit Philadelphia

In a summer-long marketing campaign, Visit Philadelphia aims to woo Latinx travelers for an overnight stay by highlighting the sights, sounds and smells of the city’s outdoor and nightlife scenes.The agency launched the campaign in June with TV ads on Telemundo and social media postings by East Coast Latinx influencers touting Philadelphia’s assets. But it also expands its messaging to the mainstream, by placing ads in public spaces such as New York’s Penn Station, metro stops and highways to funnel visitors to the 38th Annual Hispanic Fiesta, the Latin Alternative Music Conference, or Salsa at Spruce.Jeff Guaracino, president and CEO for Visit Philadelphia, describes it as a “bold” marketing effort that aims to reach two million Latino travelers with its Spanglish messaging — “Pero there’s so much more” — that Philly is diverse and a good fit for all. According to Forbes, the U.S. Hispanic market has US$1.7 trillion in purchasing power, while Philadelphia is the second-largest city on the East Coast and geographically centered — and within ground transportation distance — from 45 million residents.The campaign includes a five-part video series featuring Latinx influencers from Florida to New York discovering Philly for the first time.

 

  • P&G

P&G’s My Black is Beautiful, the cultural platform, has launched a collection of haircare products available exclusively in Sally Beauty stores nationwide and online. For over 10 years, the My Black is Beautiful platform has engaged in conversations with women in their community who are continuously seeking products to help her achieve her hair goals, no matter how she chooses to wear it.  From this insight, the My Black is Beautiful haircare line was born – a collection of care, treatment and styling products formulated for the unique and diverse hair types in the community. “The My Black is Beautiful line of hair products was inspired by the 2.6 million women in our online community who have evolving and diverse beauty needs,” said Lela Coffey, brand director of multicultural beauty at P&G. “With Sally Beauty and My Black is Beautiful’s collective focus on serving the needs of the online community, and P&G’s vast technical knowledge of textured hair, the two companies established a partnership to deliver a new haircare line that is both inspired by and designed by Black women.”

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 isabel@portada-online.com.

  • Century 21 Real Estate LLC

Century 21 Real Estate LLC announced that 34 of its affiliated agents held industry-best top positions in the eighth annual National Association of Hispanic Real Estate Professionals (NAHREP) Top 250 Latino Agents Report that recognizes outstanding Hispanic real estate agents and teams whose hard work and dedication has led them to close an outstanding number of transactions in an effort to increase the rate of sustainable Hispanic homeownership in communities across the country. The 34 CENTURY 21®System members represent 13.6% of the honorees on the Top 250 list, the second highest total among all real estate companies, as well as 137 total distinctions and 86 unique individuals on the overall report*. The continued presence of CENTURY 21 affiliated agents and teams on the NAHREP list signifies an important part of the brand’s commitment to Hispanic homeownership and entrepreneurship.In addition, the Top 25 Millennial Teams category featured three members of the CENTURY 21 family, including the #4 spot going to Nora Aguirre, CENTURY 21 Americana Nora Aguirre Team. The Top 100 individual volume category included seven CENTURY 21 honorees, and in the Top 50 Teams category, the C21® brand earned three spots. Century 21 Real Estate LLC is a subsidiary of Realogy Holdings Corp., a global leader in real estate franchising and provider of real estate brokerage, relocation and settlement services.

 

  • Northwestern Memorial Hospital

Northwestern Memorial Hospital recently launched the Northwestern Medicine Hispanic Brain and Spine Tumor Program in Chicago to make life-saving neurological care more accessible for the Hispanic and Latino population by removing cultural, linguistic barriers to patients who speak Spanish. Led by neurosurgeon and Mexico City native Dr. Adam Sonabend, the program aims to provide patients with brain and spinal tumors and their family members personalized care in Spanish from diagnosis to treatment. The program also provides one-on-one support with a care team member who will help assist in travel plans, airfare, hotel accommodations, banking services and connecting the patient and family with places of worship, if desired. “With this program, patients will be able to pick up the phone to schedule an appointment in Spanish, understand their diagnosis and treatment options, and undergo treatment and surgery including brain mapping for language in the operating room in Spanish. They also receive care by a clinician in Spanish at all follow-up appointments and while recovering at the hospital,” said Adam Sonabend, MD, neurosurgeon and director of the Hispanic Brain and Spine Tumor Program at Northwestern Memorial Hospital.

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.

We are excited to announce that Jason P. Riveiro, National Director, Multicultural & Growth Markets at Realogy is joining the Portada Brand Star Committee, one of the six units of Portada’s Council System. The Council System next in-person meeting will be at Portada Los Angeles on March 15 in Los Angeles’ Loews Hotel.

Riveiro brings over 20 years experience leading multinational strategic initiatives for some of the most recognized Fortune 500 companies including Toyota, Procter & Gamble and Macy’s on both the agency and client side. Prior to joining Realogy Holdings Corp, Jason served as Chief Marketing Officer for the National Association of Hispanic Real Estate Professionals (NAHREP).

Jason is also responsible for pioneering the launch of multicultural marketing departments at Big Lots, North America’s largest closeout retailer and The Sherwin-Williams Co., the nation’s largest specialty retailer of paint and painting supplies.

He holds a Master of Business Administration from Xavier University, a bachelor’s degree in International Studies and Business Administration from the University of St. Thomas in Houston, TX and has completed graduate courses at the Universidad de San Pablo-CEU in Madrid, Spain.

I am very appreciative of this opportunity to join Portada’s Brand Star Committee. Portada is a leader in multicultural marketing thought leadership and I am thrilled to serve alongside the other committee members.

Portada spoke with Jason P. Riveiro about his role at Realogy and what he plans to bring to the Portada Council System:

What is your main objective at Realogy?

Realogy is committed to be the preferred company for diverse talent, leveraging inclusion and individuality as the foundation for competitive advantage. This foundation will help ensure our affiliates and agents are culturally competent and well positioned to service the Hispanic market, the LGBT market and others.

How do you intend to accomplish it?

We can leverage our strong market position and an already diverse network of brokers and agents. I see us accomplishing this through two main avenues. The first would be through a robust communications strategy that places our brokers & agents as the heroes of our corporate narrative. Secondly, we need to create an environment of masterminding where our already diverse network of brokers and agents can learn and grow from each other. We have so many successful entrepreneurs within our network and they have the insights to share with others starting out in our industry.

In what way is marketing for the world’s largest real estate brokerage conglomerate different from prior positions you have had e.g. at retailer Big Lots?

My prior roles were all new initiatives where multicultural was starting from scratch. Today, I am dealing with an organization [Realogy] that has a long history of investing in diverse segments and brands that independently have been doing the same to attract both diverse consumers, agents and brokers. Realogy understands that the changing demographics are its destiny and sees investments in diverse markets as a source for strategic growth.

Our focus will be to build alignment among our collective investments in the multicultural space and leverage our size to show the power of Realogy while at the same time, highlighting the unique offering each brand provides. I can’t think of another organization that can provide this number of iconic brands under one roof to serve the unique needs any consumer, agent and broker.

We understand Meredith publishes Better Homes and Gardens and Realogy manages the Better Homes and Gardens Real Estate. How does Better Homes and Gardens as a media property fit into Realogy’s overall offering?

Meredith is the largest publishing company in the U.S. with over 36.8 million weekly readers. Our partnership leverages the Better Homes & Gardens brand and is used as a marketing vehicle to drive business to our brokers and agents.

How is the marketing profile of the below brokerages owned by Realogy? (e.g. differences, commonalities)

Realogy is home to some of the most well-known and respected companies in the world, serving consumers across market categories from starter homes to extraordinary estates.

  • Better Homes and Gardens Real Estate: A Next Gen lifestyle brand connecting with 40 million loyal magazine consumers; more than 12,000 agents and 360 offices across the U.S., Canada, Jamaica and The Bahamas, as of Q3 2018
  • CENTURY 21 Real Estate: Defying mediocrity to deliver extraordinary experiences; more than 127,000 real estate agents spanning 80 countries and territories as of Q3 2018
  • The Corcoran Group: Helping its clients find the best way of living; approximately 2,300 independent agents as of Q3 2018 and a significant presence in NYC, the Hamptons and Florida
  • Sotheby’s International Realty: The vanguard prestige property in the global real estate market; more than 22,000 agents in 72 countries and territories worldwide as of Q3 2018
  • Climb Real Estate: Climb was created to capture the attention of the Connected Generation with a mobile-first business model and flexible offering.
  • Coldwell Banker Real Estate: Dedicated to home since 1906; approximately 92,000 real estate agents across 44 countries and territories as of Q3 2018
  • ERA Real Estate: The real estate brand founded on the principle of collaboration; approximately 41,000 real estate agents throughout the U.S. and 34 other countries and territories as of Q3 2018

“I am very appreciative of this opportunity to join Portada’s Brand Star Committee. Portada is a leader in multicultural marketing thought leadership and I am thrilled to serve alongside the other committee members. Over the past ten years, whether as an event attendee or panelist, I have found the highest caliber of marketing professionals in attendance and relevant content for my business. I view my participation in the Brand Star Committee as an opportunity to challenge myself and sharpen my skills.”

Welcome Jason to the Portada Council System!

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.

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

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  • Post Holdings Brands

Post Holdings Brands has selected Minneapolis agency Public Works as agency of record for its cereal brand Honey Bunches of Oats. Public Works already works with a number 0f Post brands, including Pebbles, Honeycomb, Malt-O-Meal and Great Grains, but Honey Bunches of Oats represents the largest assignment from the client. The agency, which launched last year and employs around 13, also works with the NHL’s Minnesota Wild and Warner Bros. In 2016, Post Consumer Brands appointed LatinWorks Hispanic Marketing Agency of Record for its Hispanic-investment brands. Spark-MediaVest(now Spark Foundry) will remain Post Consumer Brands’ media agency of record.

 

 

  • Cardenas Markets LLC

The newly formed Cardenas Markets LLC, the result of the recent merger between Cardenas Markets and California-based Hispanic chains Mi Pueblo Markets, aims to become largest Hispanic retailer in U.S. by adding between 5-10 stores per year going forward. According to John Gomez, the combined company’s CEO, Cardenas Markets has grown 50% in the last six months. Gomez suggests the strength comes from marketing to a growing demographic such as the Hispanic. The company is considering using only the Cardenas brand and operating model in the near future and shedding the Mi Pueblo label.Based in Ontario, Calif., Cardenas Markets currently has 47 stores with 15 being from the former Mi Pueblo network and one a result of the merger.The company is currently only operating on the West Coast and along the Southwest but hopes to expand towards the East in the future.

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Amazon

E commerce giant Amazon, which last week launched a review of its global media planning and buying account, is targeting Hispanic consumers to lure them away from traditional retailers like Target and Walmart, and those consumers are responding positively, Ad Age reports. Amazon is drawing away more Hispanic sales dollars. Hispanic consumers are shopping less at retail stores, citing an 11% drop in shopping visits by Spanish-dominant households in November and December. Meanwhile, Amazon has started a Spanish version of its website and is offering Amazon Prime subscriptions in Mexico. In a survey by market research company IRI, some 23% of U.S. Hispanics said they shop with Amazon at least monthly, compare with 20% of non-Hispanics.The buying power of the nation’s 57 million Hispanics reached US$1.4 trillion last year, 10% of the U.S. total, according to Nielsen. IPG Mediabrands Initiative handles Amazon global media AOR, while WPP’s MEC handles U.S. digital media-buying.

  • Chobani

The yogurt maker Chobani is undertaking a refocused marketing and sales plan to beat rival Dannon as the largest yogurt company in the U.S., Ad Age reports. Its new strategy will be to roll out a new organizational structure: Chobani’s sales, marketing, insights, product innovation and other units, which were largely operated separately, have been brought together in one department, allowing the company to operate with more speed and agility. The brand has also plans for a different sales approach. Chobani currently holds about a 20% share of the overall yogurt market, with about 38% of the Greek Yogurt market.

 

  • Target Corp. 

Target Corp. announced a US $14 million commitment to youth soccer through two new national initiatives, including an US$8 million local grant program, and a US$6 million partnership with the U.S. Soccer Foundation to build 100 new soccer play spaces by 2020. These are the latest investments by Target in the country’s fast-growing youth sport, and build on relationships with Major League Soccer, Minnesota United FC, US Youth Soccer and the U.S. Soccer Foundation, which were unveiled earlier this year.Through a national application process, Target will provide US$1,000 grants to eligible schools, government agencies, non-profit organizations and non-profit regional/local soccer organization on behalf of each Target store and distribution center in the U.S. All eligible organizations can apply online at Target.com/grants through noon CST Aug 30. The first year of grants will be awarded in November 2017.The first three play spaces built through the partnership will come to life in Chicago – home to the 2017 MLS All-Star Game presented by Target – in 2017. Additional locations and cities will be announced at a later date.The announcement deepens Target’s commitment to furthering youth soccer’s considerable growth in the U.S. and builds on the retailer’s current support of US Youth Soccer.

Jason Riveiro has been appointed as Senior Marketing Partner at American Modern Insurance (AMIG).  Previously, Jason worked as Chief Marketing Officer at NAHREP (National Association of Hispanic Real Estate Professionals.) At AMIG, Riveiro will be working on strategy and branding.

 

 

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New 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.
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Jason Riveiro has been appointed as Senior Marketing Partner at American Modern Insurance (AMIG). Previously, Jason worked as Chief Marketing Officer at NAHREP (National Association of Hispanic Real Estate Professionals.) At AMIG, Riveiro will be working on strategy and branding.

 

 

 

The Interactive Advertising Bureau (IAB) announced that Craig Coleman has been named Vice President of Marketing, charged with harnessing data and analytics to drive the organization’s marketing efforts and to elevate its brand messaging across the industry.He joins IAB from Gannett, where he led digital product marketing and client solutions for Gannett Digital and USA TODAY.Prior to his time at Gannett, Coleman was Vice President, Marketing for Screenvision.Coleman earned a B.S. from the College of Liberal Arts and Sciences at the University of Connecticut.

 

 

On the heels of promoting Steve Mandala to president of Advertising Sales and Marketing, Univision Communications Inc.,announced a new leadership team to manage its portfolio of ad-driven platforms:

 

 

 

 

Jorge Daboub is being promoted to executive vice president of Local Media Sales. He will report to both Mandala and John Eck, Chief Local Media Officer.In his new role, Daboub will lead the sales team for all of television, radio and digital properties in Local Media, including national and local sales. Daboub will maximize the power of the UCI brand and reach while helping marketing executives across industries understand and harness the power of the U.S. Hispanic consumer.

 

 

 

Trisha Pray will broaden her role to serve as executive vice president of Sales and Client Development, leading all sales efforts in Chicago, Dallas, Miami, Los Angeles, and other growth regions. She will relocate to Chicago, her hometown, while continuing to report to Mandala. Pray has served as executive vice president of Network and Cable Sales overseeing the Univision Network and UniMás, as well as Galavisión and other UCI cable networks.

 

 

 

Jack Randall is being promoted to executive vice president of Business Development. He will continue to report to Mandala. Randall will oversee all Business Development function for UCI while leading a team of executives who help clients quantify, activate and optimize growth marketing to the Hispanic consumer in the United States. Prior to joining UCI, he held sales roles with Fox Sports and United Stations Radio Networks in both New York and Los Angeles.

 

 

 

John Kozack is being promoted to senior vice president overseeing New York Network and Digital Sales. He will report directly to John Kelly.Prior to his promotion, Kozack served as vice president of Network Sales for Univision Network since 2003.

 

 

 

 

John Kelly will expand his role from executive vice president overseeing Digital and News Sales to include oversight of the New York Network Sales team. He will continue to report to Mandala.Kelly continues to be responsible for helping brands and marketers create non-traditional solutions to connect with the growing segment of Hispanic America.

 

 

 

 

 

Carlos Deschapelles will continue to lead the growing sports portfolio as executive vice president, which includes the fastest growing sports cable network, UDN.  He will continue to report to Mandala.Deschapelles will be responsible for all sports sales across UCI’s expanding portfolio of sports properties and platforms, including Network TV, Radio and Univision Digital, which includes online and mobile—in addition to Univision Deportes Network (UDN).

 

 

 

 

CBS has appointed Facebook’s head of global marketing solutions David Lawenda as executive VP of digital sales and strategy. He will report to longtime CBS sales executive Jo Ann Ross and will spearhead CBS digital ad sales efforts and oversee all ad sales operations. Prior to Facebook, Lawenda served for five years as Univision’s president of ad sales and marketing

 

 

 

 

Jo Ann Ross has been elevated to the role of president and chief advertising revenue officer. She has served as president of CBS network sales since October 2002, when she succeeded Joe Abruzzese.

 

 

 

 

 

 

Dave Morris was named executive VP-advanced advertising and client partnerships. Morris, who reports to Ross, previously served as chief revenue officer for CBS Interactive.

 

 

 

 

 

Katie Ford is no longer president, managing director at Publicis Media-owned Spark Foundry. Ford will join Amobee as chief client officer. Ford is charged with the introduction and adoption of the Amobee Marketing Platform with brand and agency clients. Prior to joining MediaVest, Ford worked at Starcom for over 18 years

 

 

 

 

 

 

Vicky Free has been appointed senior VP of marketing for Disney/ABC Home Entertainment and Television Distribution. She was most recently executive VP and chief marketing officer at BET Networks, and prior to that was VP of entertainment marketing at Turner Entertainment Networks.

 

 

 

 

 

 

 

Longtime Mondelez International CEO Irene Rosenfeld will step down in November. Rosenfield will continue to serve as chairman of the board through March, when she will retire.

 

 

 

 

 

 

Dirk Van de Put, currently president and CEO of Canada’s McCain Foods, will be her successor.Van de Put will then add the chairman role.

 

 

 

 

 

 

R/GA has appointed Adrienne Walpole to its Austin office as managing director of client services.In the role, Walpole will be tasked with leading the office’s client services operations and serving as a strategic partner to clients across the agency’s roster while reporting to R/GA Austin vice president, managing director Candice Hahn.Walpole joins R/GA from GSD&M.

 

 

 

 

MPP Global, the technology company that delivers eSuite, an eCommerce platform, announced the ascension of key executives in New York City to support growth in the Americas on the heels of US$15 million in Series B funding, including:

 

 

Heath Podvesker as General Manager Americas.

Melissa Pegus was also appointed VP of Channel and Strategic Alliances and Trena De Landro named VP of Publishing and Media.

 

 

Rebecca Shpektor has been appointed director of public relations at TransMedia Group. Prior to TransMedia Group, Shpektor held an in-house public relations position at Dassault Systemes.

 

 

 

 

 

Performance advertising technology company SourceKnowledge is opening  new offices in Los Angeles and Toronto, expanding its presence in the U.S. and Canada. Headquartered in Montreal, the company has hired four employees to staff these new locations.Account executives Ryan Martinson and Mike DeMare will spearhead the Los Angeles office. The Toronto location will be supported by account executives Justin Brunette and Kevin Au.Martinson and DeMare will report to Jason Larocque, Managing Director, West Coast, while Brunette and Au will report to Shane Black, Managing Director, East Coast.

 

Warner Bros. Digital Networks officially unveiled Stage 13, a digital content brand and part of Warner Bros. Digital Networks. The brand showcases a new generation of creative voices charged with creating dynamic, unapologetic scripted and unscripted short-form series. Under the leadership of Diana Mogollón, SVP and General Manager Stage 13, Christopher Mack, SVP of Warner Bros Television and head of scripted content for Stage 13, and Shari Scorca, head of unscripted for Stage 13, Stage 13 has produced 11 series, a select group which have earned audience and juried accolades at this year’s Sundance, SXSW, Tribeca, LAFF, Series Fest and Outfest Film Festivals. Stage 13 will launch in October via YouTube, Facebook and at Stage13.com, with monthly series premieres. In addition, Stage 13 will have two series on Verizon’s go90 platform.

 

 

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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.

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

For prior Sales Leads editions, click here.

  • Sidral Mundet 

photoSidral Mundet and the ( anónimo ) agency, led by Raul Cardós, have launched a campaign aimed at strengthening national pride.The traditional soft drink brand ̶ produced in Mexico and exported to the United States ̶ now carries something more than the taste of home to those who’ve emigrated: it delivers messages from loved ones who’ve stayed behind in Mexican territory and for some reason cannot cross the border.To record a message, the user simply downloads the Un poco de México app, which also allows scanning Sidral Mundet bottles and watching videos.The campaign also features a truck driving through U.S. streets shows greetings from Mexicans to the community, as each soft drink bottle carries a personalized message recorded by friends and relatives of migrants. Dallas based Walo Creative is Novamex (Sidral Mundet’s mother company) agency of record, including for media buying.

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

 

  • Jaguar Land Rover

descarga-9Car maker Jaguar Land Rover (JLR) is launching a review of its global media planning and buying business. Mindshare is its’ incumbent since 2000. Creative and digital accounts are handled by agency Spark44.The review goes across its media strategy, planning and buying services.Other media agencies have been contacted but its unclear who else is involved.

 

 

 

  • Under Armour

descarga-4Under Armour is reviewing its’ media agency, according  to Adage. Omnicom Media Group’s Optimum Sports is the incumbent on the business since 2011. Droga5 will continue handling creative. Under Armour spent US$20.6 million on measured media in the U.S. in 2015, according to Kantar Media and about US$10.1 million on measured media in the U.S. from January to November of last year.

 

 

 

 

  • Colonial Savings, F.A.

Leticiacolonial_Logo Mijes has joined Colonial Savings, F.A. in the newly created position of Multicultural Market Manager. Mijes will work with Colonial’s Consumer Retail Lending Division to expand Colonial’s efforts in developing strategic relationships with community partners, reach potential customers from multicultural backgrounds and assist in new product development.With more than 21 years of experience in the mortgage finance industry, Mijes has a proven track record of success as a mortgage loan officer and multicultural market manager. Mijes is fluent in both English and Spanish and is an active member of the National Association of Hispanic Real Estate Professionals (NAHREP) and served as the President of the Houston chapter in 2014. She is also actively working with the national chapter of NAHREP to assist in expanding chapters in Texas.

 

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

  • Nissan

descarga-10Nissan United, Omnicom’s dedicated unit for the brand, is moving from L.A to the East Coast as part of a restructuring of its US$750m US relationship with the Japan-based auto giant. The move is said to be  part of a larger push for better collaboration amongst Omnicom’s dedicated agency personnel, comprising staff at TBWAChiatDaily, Zimmerman Advertising OMD and other Omnicom agencies, which started about a year ago.The move includes the hiring of 72andSunny’s Joe Garcia in a newly created role based in Nashville, leading the US Nissan business as senior vice president-Omnicom. Jon Castle will continue to lead Omnicom’s global Nissan United unit.

 

 

  • Dacor

r8xpqom1_400x400Team One was awarded work for Dacor, a subsidiary of Samsung Electronics America that designs, manufactures and distributes American-made, ultra-premium kitchen appliances. Team One will handle creative, strategy, public relations, social, digital, experiential and media planning duties, while Samsung’s media agency, Starcom, will handle media buying.

 

 

 

  • WordPress.com

gj7dkvjwxsm4pwxizb0g_200x200MDC’s media agency Assembly has been appointed agency of record for publishing platform, WordPress.com, Mediapost reports. The account was awarded following a review. There was no incumbent. The agency will handle media strategy, planning and buying, data analytics, and modeling.

 

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New 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.

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

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descargaSerge Matta will no longer be executive vice chairman of comScore, which he has held since August. Prior to this position, Matta was CEO of comScore before being replaced by company co-founder Gian Fulgoni. Matta, who joined comScore in 1999, has held a number of other executive roles at the company, including president. His resignation notice was contained in a filing with the Securities & Exchange Commission.

 

 

resizerNew American Funding, a national mortgage banker, announced the appointment of Frank Fuentes as National Vice President of Multicultural Lending. Fuentes helps lead the company’s Latino Focus Committee, to help improve lending experiences for Hispanic consumers, and will work on a national level to expand the company’s footprint and multi-cultural initiatives, while increasing homeownership in diverse markets. Fuentes will work alongside Patty Arvielo to push out initiatives through grassroots events, strategic partnerships and social media. He will also represent New American Funding on panels with organizations like The National Association of Hispanic Real Estate Professionals (NAHREP) and the Mortgage Bankers Association (MBA). Fuentes was the company’s first Spanish-speaking Loan Officer.

 

 

descarga-4Spanish Broadcasting System, Inc. has announced that Chris Carrillo has been named Vice President and General Manager, of SBS Los Angeles supervising all operations at KLAX-FM (97.9FM LA RAZA), KXOL-FM (Mega 96.3FM), LaMusica. The appointment is effective immediately.Mr. Carrillo had previously held various managerial positions at SBS for ten years including General Sales Manager, Local Sales Manager and Senior Account Executive. Mr. Carrillo had served as Senior Account Executive at iHeart Media formerly Clear Channel Communications in Los Angeles.Mr. Chris Carrillo will immediately assume his duties and responsibilities. He will be based at the Company’s Los Angeles headquarters.

 

 

2539f0cGerry D’ Angelo has been named to the newly created position of global media director at Procter & Gamble. He was previously European director of media for Mondelez, a post he held since 2009. He also held a similar post at Samsung and worked at BSkyB.

 

 

 

 

descarga-3Rich Battista has been named CEO of Time Inc., succeeding Joe Ripp. Battista joined Time Inc. in April 2015 as executive VP and president of People and Entertainment Weekly.

 

 

 

 

 

mj7jibla6xre2syem3lf_400x400Deutsch Chairman Linda Sawyer will leave the Interpublic Group shop at the end of the year.Ms. Sawyer became chairman at the beginning of 2015. Ms. Sawyer joined the agency in 1989 as a VP-account supervisor on Ikea.

 

It seems that content marketing is on every marketer’s radar now, and for brands looking to reach the US Hispanic audience, the landscape is getting more and more competitive each day. George Levy, Director of Corporate Partnerships for Impactly, suggests 3 guideposts every market should follow:

For starters, let’s go over the three main reasons why content marketing is getting so much attention:

  1. The response rates marketers have been getting with other marketing approaches such as banner ads, pre-roll and other interrupt ad units continues to drop. As online and mobile visitors increasingly use ad blockers and look for ways to skip ads, click-through rates and ad performance keeps falling further.
  2. Content marketing when done right is often more affordable than a traditional paid advertisement/interruption ad campaign. Also, because content developed for content marketing purposes is typically meant to engage, educate and/or entertain the audience – it’s often perceived as a source of valuable information which customers appreciate instead of being viewed as an unwelcome interruption.
  3. Content marketing can deliver measurable results which last much longer than a paid ad campaign. While a paid campaign shuts off the moment you stop paying for impressions, a good piece of content can generate traffic and business for months and years into the future.

However, with more brands launching new content marketing initiatives on a regular basis, the amounts of content being published makes it increasingly more difficult to get your message across.

If you’ve been wondering how you can find space in a crowded content marketing landscape – don’t worry.

Here are three proven success guideposts that can help:

  1. Publish Content Regularly.content

There are over 2 million blog posts published every day and over 400 hours of video uploaded to YouTube every minute. This is without counting the 500 million Tweets and the more than 300 million photos uploaded onto Facebook each day… all competing for your audience’s attention.

Because of this, you need to make sure you post regularly or you risk your audience washing away with the next wave of content that grabs their attention.

Which brings us to the next guidepost…

  1. Your Content Quality Needs to Truly Stand Out quality

Yes – it IS a very competitive landscape out there… But you CAN break through by producing and publishing high quality content consistently. Develop and publish content that’s designed to appeal to your audience’s needs and interests, and which will keep them coming back to you for more.

That being said, as you develop content for the Latino market, you will need to…

 

  1. Make Sure To Get Your Language and Message Straight. espanol

This is the part where this article gets more specific as to the US Hispanic target audience you are looking to reach for your content marketing efforts.

When it comes to content marketing meant to reach the Latino market, it is essential that you understand that there is not a single Latino persona which you can target your messages to.

 

This is because the US Hispanic market is actually a “catch-all” term which encompasses people living in the United States whose origins or backgrounds come from a Spanish speaking country, while “Latino” includes people whose origins or background come from Latin America. Even further, the US Census uses both terms interchangeably. Because of this wide range, you need to know exactly who you are communicating your message to, and ensure that “what you think you are saying” is in fact “what your audience thinks you are saying.”

To be safe, whenever you run a campaign or message from English into Spanish for the Latino market, make sure to do a transcreation rather than a translation of that content.

Final Thoughts

To truly succeed at content marketing, you need to have a plan and execute it for the long run. It’s not just a matter of creating lots of articles and videos, and then expecting to magically receive lots of organic traffic.

Your content must be strategically planned around topics that your target audience is looking for and incorporate keywords that they are actually searching for.  You need to place yourself in the shoes of your audience and determine what they are looking for, and then deliver content that answers that request. Then you have to do it all over again – a lot.

Be consistent in your content publishing schedule, keep raising the bar on the quality and uniqueness of that content and pay close attention to your messaging to the target audience you are intending to reach.

If you follow these three guideposts consistently and develop content that the Latino audience is actually looking for, you will be on the right path to creating a loyal following that regularly keeps coming back to you for more.

George Levy has more than 15 years of experience as a digital marketer with primary focus on the US Hispanic market and Latin America. He is Chief Content Officer for IdiomaContent, a content marketing and marketing communication services company. Prior to his role at IdiomaContent, George served as Director of Brand Partnerships US Hispanic and Latin America for Skyword and Chief Engagement Officer for Mundial Sports Network, a leading digital sports network targeting the US Hispanic market. George was a Co-Founder of Yupi.com, a US Hispanic and Latin America focused Internet portal acquired by Microsoft to become what is now MSN Latino. He has been featured as a digital and online marketing expert on top media publications and networks such as Computerworld, CNN and Nightly Business Report, and as a featured speaker on Latino digital issues for leading organizations including National Association of Hispanic Real Estate Professionals (NAHREP), National Council of La Raza (NCLR) and National Association of Hispanic Publications (NAHP). In 2015 George won Top Panregional Marketing and Media Professional in Portada’s LATAM Advertising and Media Awards. He holds a B.A. in English from Florida International University and regularly posts about US Hispanic and LatAm digital marketing issues and trends on his blog LatinoContentMarketing.com Born in New York City from Cuban parents and raised in Puerto Rico, George is bilingual in English and Spanish, and fluent in Portuguese.

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

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For prior Changing Places editions, click here.

Ben SaitzIn the US, artificial intelligence-driven marketing platform Rocket Fuel has hired former Google and DoubleClick CEM exec Ben Saitz for a new role, Chief Customer Officer. Saitz (pictured) joins from customer experience management firm Medallia, where he served as VP, Customer Solutions.In his new role, Saitz will lead all post-sales functions as the company aims to put its customers at the heart of its business.

 

 

AAEAAQAAAAAAAAWHAAAAJGVkOGVjZGNjLWJhY2ItNGQyOS04YWRhLTExOWJiOWUyNDQ4YQRaul Lopez is now Principal and Chief Research Officer at New American Dimensions.Lopez will further develop the company’s growing portfolio of regional and national accounts. Prior to joining NAD, Raul spent 3 years at Geoscape establishing a market research group.

 

 

 

17b086cIBT Media  has appointed Alvaro Palacios as Chief Operating Officer (COO). Palacios will lead operations for all parts of the business and will report to Etienne Uzac, Co-Founder and CEO of IBT Media.Palacios joins IBT Media from Televisa Publishing + Digital where he served as Head of US Operation.

 

 

Source: Miami Herald
Source: Miami Herald

NBCUniversal Telemundo Enterprises has presented the plans for the building of its new global Headquarters in Miami-Dade County in a groundbreaking ceremony . NBCUniversal and parent company Comcast will invest more than US$250 million in the construction of the new global headquarters.Executives from Comcast and NBCUniversal Telemundo Enterprises gathered with local government officials for the announcement and to discuss the immediate impact on South Florida.NBCUniversal Telemundo Enterprises encompasses the company’s Hispanic franchises and all of its Hispanic content efforts across all of NBCUniversal’s networks and platforms.

 

330181Merck Manuals has announced the 116-medical resource is now available in Spanish on MerckManuals.com in the United States. The Manuals’ more than 10,000 medical resources were translated into Spanish using highly qualified native Spanish-speaking doctors and medical linguists. Since 1899, The Merck Manuals has worked to break down barriers in medical communication. The Manuals transitioned to an all-digital format in 2015, available at no cost with no registration or advertisements.

 

 

 

LuisHeadshot-2196e4a94b3096ac8bd7783704ef597e Luis Camaño has joined Grupo Gallegos to lead its newly formed Brand Activation Group. Camaño comes from Alcone Marketing where he was Chief Creative Officer. He began his career with BBDO in Argentina and New York.Camaño’s responsibilities with Grupo Gallegos include working alongside peers in the creative, strategic and account leadership.

 

 

 

 

image002Jack Hobbs is launching Revolver Podcasts, a multicultural-targeted, bi-lingual, audio, on-demand network that offers listeners the ability to enjoy a variety of on-demand programs. Revolver Podcasts enables people across the world to discover, share and create content: a perpetual generator of experiential, social, digital, mobile and traditional media platforms.Building on the president’s experience in Hispanic broadcasting, Hobbs, who forged the podcast market in 2005, teamed up with Jeff Hinson and Javier Saralegui, all of whom are former Univision executives, to create a digital audio network connecting consumers with custom and unique content nationwide by merging data and creativity. The company is also working with partners to concept, co-develop, create and distribute data-inspired content across a wide range of topics including.

 

descarga (5)Havas has promoted North America Chief Growth Officer Laura Maness to Havas Worldwide New York president, effective March 1, Adage reports.Maness comes from Havas’ Chicago office where she was U.S. chief growth officer. She will report to Andrew Benett, Global CEO, Havas Worldwide and Havas Creative Group. Maness will handle key accounts, such as Liberty Mutual, Dos Equis and TD Ameritrade,among other tasks.

 

descarga (4)Linda Kaplan Thaler, CEO and chief creative officer of the Kaplan Thaler Group and chairman of Publicis New York, is stepping down from her position to pursue other projects and expand her career. Kaplan Thaler Group and Publicis New York merged in 2012, and eventually,returned to its previous name. Kaplan Thaler became then chairman when the merger became official.

 

 

 

 

descarga (6)Zeno has named Nancy Ruscheinski as its first global chief operating officer, according to The Holmes Report. Ruscheinski joins Zeno after 28 years with firm Edelman, where she most recently held the vice chair of client engagement position. Ruscheinski will remain based in Chicago and report to CEO Barby Siegel.

 

 

 

lLpizBOt_400x400Nike has appointed Adam Sussman as first chief digital officer. He will report to Trevor Edwards, Nike brand president. He will lead a team that develops digital products and services across Nike’s platforms and drive consumer engagement.

 

 

descarga (1)Interpublic Group announced that Philippe Krakowsky has been named Chairman of IPG Mediabrands. In this role, Krakowsky will partner with Henry Tajer, Global CEO of IPG Mediabrands, to lead the media management company, which oversees US$37 billion in global billings for its clients . Krakowsky will continue in his corporate role as EVP, Chief Strategy and Talent Officer at Interpublic, as he supports Tajer and his senior Mediabrands management team.

 

 

T3KEBemO_400x400After 12 years at Google, exec Jon Kaplan has joined Pinterest to head global ad sales. Kaplan will start in San Francisco on 7 March, relocating from New York, to fill the role of Joanna Bradford, according to Re/code.He will report to general manager for monetisation Tim Kendall.

 

 

 

 

Ca7-SuyW8AE8suQCampbell Soup Company has announced the appointment of Greg Shewchuk as Senior Vice President, Chief Marketing and Commercial Officer, Americas Simple Meals & Beverages, effective March 7, 2016. Greg will report to Mark Alexander, President, Americas Simple Meals & Beverages.Greg will be responsible for all aspects of marketing and consumer connection across the division’s US$4 billion portfolio of brands, which includes Campbell’s, V8, Swanson, Pace and Prego.Shewchuk joins Campbell from Mead Johnson Nutrition Company.

144ea0bTim Spengler has joined Fuisz Video as its chief executive, WSJ reports. Spengler was most recently president of content marketing and revenue strategy at Clear Channel Communications (now iHeart Media) and prior to that spent more than a decade at IPG. At Fuisz Video Spengler replaces founder Justin Fuisz who remains chairman.

 

 

descarga (2)Oscar Gastelum, Area Manager at South Pacific Financial Corporation (SPFC), was named 2016 President of the North County San Diego Chapter of the National Association of Hispanic Real Estate Professionals® (NAHREP).Oscar has over 20 years of experience in the mortgage banking industry in Southern California.

 

045025cbeIN SPORTS has named Roy Meyeringh Vice President of Business Development & Affiliate Sales for beIN SPORTS USA.In his new position, Meyeringh will drive all aspects of North American distribution as well as non-traditional revenue streams. He will also focus on forging strategic partnerships and alliances to continue enhancing the beIN SPORTS brand. Meyeringh joined beIN SPORTS USA in August of 2013 serving as Senior Director of Business Development & Strategy.

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Jason Riveiro, multi-cultural marketing manager at Big Lots, is spending his last week leading the Columbus, Ohio headquartered retailer’s multicultural marketing efforts. Next week Riveiro will be starting a new position as CMO at the National Association of Hispanic Real Estate Professionals (NAHREP) as we reported in our Changing Places section yesterday. We talked to Riveiro to discuss the current state of multicultural retailing and asked him about his main achievements during his tenure at Big Lots.

Jason Riveiro
Jason Riveiro, Multicultural Marketing Manager, Big Lots

Portada: What is the profile of Big Lots’ multicultural consumer?
Jason Riveiro, multicultural marketing manager, Big Lots:
“Big Lots’ has a diverse customer base that mirrors the US population make-up.”

How has the Hispanic population’s behavior changed over the last few years when it comes to discount retailing?

J.R.: “We have found that differences among Hispanics have become more pronounced within their level of acculturation; however, unifying elements such as a preference for aspirational name brands, spending time browsing, willingness to travel further and shop several locations seem to be prevalent among most Hispanics.”

How has Big Lots Marketing /Media Mix changed in response to these changes in behavior?
J.R.: “We have become laser focused on providing everyday value on heritage brands while continuing to provide her the surprise elements that she loves. Moreover, we are differentiating ourselves from the competition by not only having the daily necessities but bigger ticket items like mattresses or sofas.”

Does Big Lots offer coupons and if so how are they distributed? (Direct mail, Newspapers, digitally?)
J.R.: “We provide everyday low prices for our customers and will occasionally distribute coupons during select times of the year via our loyalty program, Buzz Club Rewards, as well as through email.”

Are you using online video in your marketing practice towards the U.S. Hispanic population and if so how and through what channels?
J.R.: “Yes, we have created numerous online videos primarily distributed through programmatic, paid media, YouTube and our Big Lots Latino Facebook page. Our agency, Blogsi, has been very creative in their use of stop motion videos and repurposing our broadcast commercials for online.”

What achievements are you most proud of during your time at Big Lots?
J.R.: “Definitely our El Chavo campaign. I am proud of the support we received from our senior executives and the response from the community. In addition, I think the expansion of Hispanic Heritage brands within our stores is another proud accomplishment.” (CHECK OUT: Portada’s recent article on the Big Lots El Chavo campaign during the last holiday season).

What would you liked to have done more of?
J.R.: “Brand Partnerships. With our Big Lots Latino platform, we have a unique ability to reach Latinas and help brands create compelling Spanish language content.”

People change positions, get promoted or move to other companies. Portada is here to tell you about it. (UPDATED: With comments from Jason Riveiro.)

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13a5ad2Jason Riveiro has been appointed CMO of the National Association of Hispanic Real Estate Professionals (NAHREP)  based in Columbus, Ohio. “As the first ever, Chief Marketing Officer for the organization, I will be leading all marketing efforts for NAHREP and its over 20,000 members. A strong focus will be placed on updating our digital properties and working toward providing content that speaks to Hispanics around economic empowerment and homeownership.” Riveiro will work until the end of this week as Multicultural Marketing Manager at Big Lots. At Big Lots, no replacement for Riverio has been annnounced so far. Brandi Ply, Director of Marketing Strategy at Big Lots, will be managing multicultural marketing until the company finds a replacement for Riveiro. NAHREP is based in San Diego, CA.

 

3oZJLBt0Alejandro Gomez, a former director of Mexican sports daily Record based in Mexico City, is in charge of both the U.S. Hispanic and the Mexican Edition of As. The newsdesk for the just launched U.S. Hispanic edition of As is located in Miami. It has 7 reporters, including sports journalist Daniel Hidalgo, who recently relocated from Spain.

 

 

130cbe7 RtYRnW90_400x400Miami based C-Com Group, Inc. founder Luis Gonzalez and Miami based MGSCOMM founder Manuel Machado (photo) will Co-Chair the new growth strategy for the C-Com Group, HispanicAd reports.

 

descargaCoke Veteran Wendy Clark debuts as Omnicom Group’s DDB agency new North American chief. She was tapped back in November. Her last agency post was at Omnicom’s GSD&M as director of client services from 2001 to 2004. She spent four years at AT&T (as an Interbrand client of Chuck Brymer, DDB Worldwide’s current CEO), before moving to Coca-Cola in 2008. Most recently, she served as the beverage giant’s president of sparkling brands and strategic marketing for North America.

Nicole-Brassard-JordanThe New Hampshire Liquor Commission has a new director of marketing, merchandising and warehousing.Nicole Brassard Jordan, a 27-year commission employee, previously served as a wine marketing specialist for the organization.She joined the commission in 1988 as a retail store clerk before being promoted to manage two of the commission’s liquor and wine outlet locations, in Bedford and Hooksett. Beginning in 1999, Jordan served as wine merchandising specialist for three years before she became wine marketing specialist.