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Despegar Acquisition of Best Day, Nestlé Upgrades MX Facilities & More Sales Leads LatAm

For prior Sales Leads LatAm editions, click here.

  • Best Day

Despegar.com, Corp., one of the the leading online travel companies in Latin America,  announced it has agreed to acquire Best Day Travel Group (“Best Day”) one of the leading travel agencies in Mexico, for a total consideration of approximately US$136 million. Despegar Acquisition of Best Day is subjected to the occurrence of certain closing and business conditions.A portion of the purchase price is payable on a deferred basis and includes a variable component of up to circa +/- 10% of the total consideration, based on future performance. According to Best Day, during 2019 the company recorded estimated unaudited pro forma revenues and EBITDA of approximately US$140 million and US$8 million, respectively, with online sales accounting for approximately 70% of total sales. Approximately 75% of its revenue is generated in Mexico. The remaining revenue is generated mainly in Brazil, Argentina, U.S. and Canada, among others. Packages, Hotels and Other Travel Products account for approximately 95% of its revenues. Despegar Acquisition of Best Day wont affect brands and network of kiosks as well as key executives. Closing of the transaction is expected to take place during the first half of 2020.

  • Nestlé

Food giant Nestlé has spend US$700m upgrading its facilities in Mexico. The Switzerland-based business said it will use the money to to modernise the 17 factories it operates in Mexico with “state-of-the-art technology” to increase productivity, streamline processes, and expand their productive capacity. It will also accelerate its work on innovation and the development of healthy products to meet the nutritional needs of Mexican consumers.The upgrading work and innovation commitment will generate more than 400 direct and 4,000 indirect jobs in Mexico in the next few years. Nestlé has operated in Mexico for 90 years and recently invested in Mexico-based venture capital firm Angel Ventures in order to boost the growth of food, beverage, and pet care start-ups in Latin America

  • Hasbro
Photo: Licensed creative commons

WPP’s MediaCom is now the global media agency for Hasbro. MediaCom will now handle all of Hasbro’s media duties after taking the U.S. account away from Omnicom Media Group’s OMD.  MediaCom will now handle all the brands under Hasbro in all the markets it has a presence in. Brands under Hasbro include MARVEL, Power Rangers, Transformers, PlayDoh, My Little Pony, Star Wars, Sesame Street, Trolls and more. Prior to the consolidation, OMD held the Hasbro account for 15 international markets including APAC and Europe, while MediaCom was overseeing Latin America. The WPP shop, which looks after the brand’s media in other markets including China and Latam, wooed Hasbro with a consolidation deal, according to people with knowledge of the matter. MG has held the account since 2013. Global media spend for the brand is around $210 million, according to COMevrgence. A spokesperson for Hasbro said: “We’ve made the decision to consolidate media buying for Hasbro under a single agency in order to both drive efficiencies and to provide the best tools and resources for our current collective needs across our global business.”After a thorough review of the agency landscape and our current partnerships, moving forward, all of our global markets will be resourced exclusively through GroupM.”

  • Marriott International 

Marriott International, Inc. announced it signed a record number of rooms in 2019, pushing its global pipeline to approximately 515,000 rooms as of year-end 2019 for the first time in the company’s history. The company signed 815 agreements, representing more than 136,000 rooms, marking the seventh consecutive year of record-breaking volume of organic rooms signings. Growth was fueled by unprecedented levels of organic rooms signed in each of the company’s international regions. During 2019, the company added 516 properties with more than 78,000 rooms in 60 countries and territories – an average of one new property every 17 hours.At the end of 2019, Marriott International’s worldwide system consisted of more than 7,300 properties and roughly 1.38 million rooms in 134 countries and territories. More than half of the company’s record global development pipeline is located outside North America.

  • Aveda

Aveda Corporation, an American cosmetics company founded by Horst Rechelbacher, now owned by Estée Lauder Companies, has landed in South America with the opening of a sustainable salon in Brazil, according to a report published by WWD. The eco-friendly hair care brand has partnered with local firm Laces to open the Sao Paolo space. The brand also launched on Brazilian e-commerce site Slow Beauty at the close of 2019.Aveda’s natural positioning will fit well in Brazil, the birthplace of fellow naturals brands such as Natura. The launch is part of Lauder’s wider strategy to grow the Aveda brand. “We aim to be leaders in the prestige segment [in Brazil],” Daniel Rachmanis, President, Latin America The Estee Lauder Companies, told WWD.

JOIN PORTADA’S KNOWLEDGE-SHARING AND NETWORKING PLATFORM: To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Director Leslie Zambrano at Leslie@portada-online.com.

  • Johnson & Johnson 

Johnson & Johnson has appointed agency R/GA Buenos Aires as its´ new communication partner for the Southern Cone. R / GA will be in charge of the communication strategy for the Femme Care category and the Neutrogena and Listerine brands in Argentina, Chile, Ecuador, Paraguay, Peru and Uruguay.

  • Like K-pop

Like K-pop, instant ramen from South Korea, builds second US plant with eye to Latin America. Nongshim, purveyor of the spicy Shin Ramyun brand, has decided to build a second factory in the U.S, while rival Samyang Foods increases production at home to sell more of its fiery noodles in China and Southeast Asia.South Koreans are the world’s most voracious eaters of instant ramen. But as the domestic market for ramen becomes saturated owing to a declining birthrate, South Korean noodle makers have expanded overseas. Nongshim will begin construction on a second U.S. plant which will “have an important role in capturing markets in Latin America,” the company said. The brand  aims to double sales to US$600 million by 2025 in North and South America.

One of the greatest challenges of consumer data collection is the issue of privacy and consent. Today’s consumers are becoming more and more aware of how their information is collected, sold and used for marketing purposes.  How can companies overcome privacy issues and harness this information to deepen consumer relationships? Luis Macin, Nestlé Mexico’s VP E-Commerce, talks about Nestlé’s plans to develop wearables for consumer metrics during Portada México 2019.

Luis Macin, Nestle Mexico, Portada
Luis Macin, Nestlé Mexico’s VP E-Commerce

Interview conducted by Alejandra Velazquez

Problem Meet Solution

Data collection continues to dive deeper into the private lives of consumers and it is only natural that they feel their privacy is being invaded. Audiences find it unnerving when they mention something in conversation only to be offered that specific product online moments later. However, the great thing about wearables is the voluntary data collecting process. When users are nicely requested to share their data, it tackles the issue of consent and privacy. The consumer willingly welcomes a metrics device into the intimacy of their own home and even onto their own body and this is where the true power of wearables for consumer metrics comes into play. 

 

Who Wears Wearables?

The implementation of these devices in Mexico will take off immediately

According to emarketer.com, roughly a quarter of U.S. adults, 56.7 million, will use a wearable device at least once a month in 2019. Just over half of those will use a smartwatch. Furthermore, 3.8 million U.S. children and teens will have a wearable device. The e-health market is booming in Europe and North America, and it won’t take long for the wave to hit Mexico. “The implementation of these devices in Mexico will take off immediately because in Mexico we implement new technologies insanely fast, much faster than in other countries”, says Luis Macin, Nestlé Mexico’s VP E-Commerce.  In 2020, the wearables market will consist mostly of smartwatches, with a strong emphasis on e-health.

 

Offer Relevant Content for Consumer Engagement

But once they’re wearing the device, how can brands collect specific data so they know how to target consumers? 

The challenge is generating enough engagement so they’ll willingly share their information with you.

“There’s a driver behind every behavior, and each consumer has a different driver” says Macin. “You just have to identify their motivations and categorize them. For example, if your goal is physical performance, we’ll offer you the tools to have more endurance. If you’re concerned about your health, we can measure your BPM to protect your heart. The challenge is generating enough engagement so they’ll willingly share their information with you. You have to put the right cards upon the table, and the decision is theirs.” 


Luis Macin, VP E-Commerce at Nestlé Mexico, will be one of the dozens of brand marketing innovators present at Portada Miami on June 4, 2020. If you are interested in participating in Portada Miami and/or in Portada’s networking and knowledge-sharing platform with brand marketers please contact us here.


Nestlé’s Safe Bet on E-Health Products

Nestlé’s R&D is hard at work on e-health initiatives in Brazil, Latin America’s unofficial innovation hub. Monica Meale, Head of Nestlé Health Science LATAM told NutrIngredients “NHSc has strongly invested in digital innovation. In the last three years, the area increased its investments fivefold”. The company’s research focuses on developing market trends including e-commerce driven products and services, digital innovations (VR nutritional education videos as an example), virtual sign language assistants on websites and contests for Nestlé to collaborate with health startups in creating and designing health programs and activations.

Is Wearable Technology Expected To Drive E-Commerce?

Absolutely. As consumers receive custom-made specific information about their care, they will also receive specific recommendations and tailor-made nutrition plans that will drive e-commerce simply because it’s convenient. According to Luis Macin, Nestlé plans to offer users a holistic experience by incorporating themselves into the consumer’s lifestyle through wearable devices. And once they’re engaged in improving their health through the right diet and lifestyle suggestions – Nestlé’s product recommendations are only one click away. Ordering products will be as easy and embedded into their routine as their morning coffee. While we’re not quite at that level of e-commerce maturity yet but the focus on wearables for consumer metric collection and blending this with e-commerce opportunities is projected to be the next big frontier. 

Once they’re engaged in improving their health through the right diet and lifestyle suggestions – Nestlé’s product recommendations are only one click away


Luis Macin, VP E-Commerce at Nestlé Mexico, will be one of the dozens of brand marketing innovators present at Portada Miami on June 4, 2020. If you are interested in participating in Portada Miami and/or in Portada’s networking and knowledge-sharing platform with brand marketers please contact us here.


 

 

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

For prior Sales Leads US editions, click here.

  • Shasta Pools 

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

  • Nestlé 

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

  • Sephora 

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

  • GlaxoSmithKline

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

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

  • Hawaiian Airlines 

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

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

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.

For prior Sales Leads LatAm editions, click here.

  • Nestlé

Nestlé announced the global launch of a new range of Starbucks products to enjoy at home. Consumers can now enjoy a line of 24 Starbucks-branded coffee products from Nestlé, including whole bean and roast as well as the first-ever Starbucks capsules for Nestlé’s Nespresso and Nescafe Dolce Gusto systems.This is the first product launch since the two companies formally joined forces in August last year and created a global coffee alliance.Nestlé will start rolling out products in several markets across Asia, Europe, Latin America, the Middle East and the U.S.Through the global coffee alliance, Nestlé has the perpetual rights to market Starbucks Consumer Packaged Goods and Foodservice coffee and tea products around the world, outside of Starbucks coffee houses and excluding Ready-to-Drink products.The agreement will consolidate Nestlé’s leading position in the global coffee business while significantly strengthening Nestlé’s coffee portfolio in North America.

  • Falabella Group

Falabella Corporate Services, part of retail giant S.A.C.I. Falabella, South America‘s largest integrated retailer partners with ThoughtWorks India, a global software consultancy to fast track the e-commerce platform of the Falabella Group. The strategic partnership will give Falabella competitive advantages of customized, scalable and a secure platform that will integrate with its existing systems.In line with the Group’s aspirations of being a formidable digital commerce player in the countries it serves – Chile, Peru, Colombia, Argentina, Brazil, Uruguay and Mexico, Falabella Corporate Services India will drive data driven and personalized customer shopping experience through ThoughtWorks digital platform strategy. Founded in 1889, Falabella is one of Latin America‘s leading online and offline retail platforms. Falabella has over 496 stores across 7 countries comprising retail shopping centers, travel, insurance and consumer credit.

  • inCruises International

In 2016, inCruises International, the world’s largest cruise membership club, embarked on unprecedented global expansion, a move designed to provide more people around the world with the opportunity to travel affordably and profitably.This month, two new countries in Latin America have been added to the company’s portfolio: Argentina and Peru.The announcement means that people in Argentina and Peru with entrepreneurial ambitions can join Independent Representatives across the globe who earn income by selling inCruises exclusive Cruise Membership Club.Adding Argentina and Peru is expected to bolster the region’s economy through business opportunities and increased cruise tourism. Since launching its flagship membership in 2015, inCruises International has grown to become the premier cruise membership club with Members and Partners in over 178 countries all over the world.

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.

  • Rituals

Body and home cosmetics beauty house Rituals has opened its first store in Americas travel retail at London Supply’s Puerto Iguazu border duty free complex.The opening is in partnership with Essence Corp, which has travel retail distribution rights for the brand in the USA, Canada, Latin America and Caribbean.The opening marks the first time that Rituals is able to showcase its lifestyle brand credentials spanning numerous categories to travel retail shoppers in the Americas.

 

  • Shell 

Oil giant Shell invested in German manufacturer Sonnen last May. Now the oil company wants to fully acquire the business, subject to Germany’s monopoly authorities. Sonnen said it hopes the deal will accelerate its growth by expanding its market reach and capacity.In recent months, sonnen has positioned itself well in the U.S. and Australia and the firm aims to expand into Africa, Latin America and Asia.Shell offers a global presence and had supported sonnen in auditing battery cell manufacturing. Purchasing conditions for battery cells would also be expected to improve for sonnen with a strong partner such as Shell.

 

 

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

For prior Sales Leads editions, click here. 

  • Hilton

Hilton has appointed WPP’s MediaCom as its media agency of record for Global cross-channel planning and traditional media buying following a review. Publicis Media’s Digitas was the incumbent.Hilton will continue working with iProspect, its digital agency of record.With more than 5,300 hotels in 106 countries and territories, Hilton spent US$60.4 million on measured media in the U.S., according to Kantar Media. Hilton’s global media spend stands at US$90 million.

 

 

  • Nestlé

Nestlé has concluded its´ U.S. creative agency review, for some of its´brands, that began last April. WPP and Publicis Groupe are the big winners in the review, while IPG has expanded its relationship with the company. Grey, J. Walter Thompson, Casanova//McCann and Publicis each won new business in the recently-concluded review.The review primarily concerned frozen meals, prepared foods, coffee and ice cream, with multiple brands up for review.Grey won agency of record duties on the Fit Kitchen, Outshine, Lean Cuisine and Haagen Dazs lines. JWT kept the Stouffer’s business and won creative AOR work for Buitoni pasta moving forward, sources said. Publicis consolidated its frozen pizza brands (DiGiorno’s, Tombstone, Jack’s and California Pizza Kitchen) and assigned lead duties on Coffee-Mate to the group, according to multiple parties. McCann’s Hispanic network Casanova//McCann expanded its responsibilities on Nescafé, Nesquik and other unspecified product lines. The review did not affect Nestlé’s relationships with other agencies like WPP´s GroupM, which handles Nestle’s U.S. media account since 2013. Nestlé spent around US$619 million on paid media across its brand portfolio in 2017, according to Kantar Media.

 

  • Florida Blue

Florida Blue’s internal agency Guidewell Connect has selected full-service marketing firm Pinta for Hispanic Advertising on Florida Blue account. The agency will handle  creative work across television, radio, print, outdoor, online and community outreach. Part of the Blue Cross and Blue Shield Association, Florida Blue offers affordable health insurance to Individuals, Businesses, and Medicare Individuals.

 

 

 

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

  • Airbnb

Last year, Airbnb partnered with the NAACP to help encourage more people of color to list their properties on the site and hoping to benefit not only African-American and Hispanic property owners, but also nearby businesses given, according to Airbnb. However, guest spending  is much greater in predominantly white neighborhoods compared to black or Hispanic neighborhoods, MarketWatch has reported.“When we focus on the predominantly white areas, the estimates suggest that there is a 4% employment increase in the service industry in response to a 2% increase in Airbnb activity. In contrast, our estimates suggest that in predominantly black or Hispanic areas, despite Airbnb activity, guests aren’t going to restaurants at the significant level that would cause them to hire more employees,” according to a study  by Purdue University Krannert School of Management professor Mohammad Saifur Rahman and Ph.D. student Mohammed Alyakoob.

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

What: We talked to Nestlé’s Margie Bravo and NFL’s Marissa Fernandez. We talked about marketing innovation and how to prepare for what the future brings.
Why it matters: In what some are calling the fourth industrial revolution, new technologies like AI and VR are expected to dominate the marketing space. Marketers like Bravo and Fernandez agree that companies need to evolve to survive.

Technology has moved fast than ever. Especially since the first industrial revolution. No we are now living in times in which technological advancements are changing everything. And at an almost inconceivable pace. Scientists and economists like Klaus Schwab, founder of the World Economic Forum, have begun to call this moment in time the Fourth Industrial Revolution. It is fundamentally different from the previous three. Because in Schwab’s words, “new technologies are fusing the physical, digital and biological worlds. They impact all disciplines, economies and industries. And they challenge ideas about what it means to be human.”

 

Digital disruption and marketing innovation

All this talk about digital disruption and marketing innovation has marketers wondering exactly what this revolution will mean for the marketing industry. “Technology has changed consumer behavior as much as it has changed everything else. Shopping has become a social activity,” writes Craig Thornton, VP, Business Mobility at Telus. “They hardly buy anything without first checking to see what previous purchasers have to say about it.  This level of research used to be reserved only for big-ticket items such as major appliances and cars. However now we google which toothbrush is best.” As Thornton says, marketers need to change to face these dramatic changes. We asked two members of Portada’s Brand Star Committee, Nestlé’s Multicultural Marketing Champion Margie Bravo and NFL’s Senior Director of Marketing and Fan Development Marissa Fernandez, to share their thoughts. What is next in marketing… and how to get ready.

Marketing Innovation, the Consumer Knows Best

It’s no secret that for some people, and particularly for the world of marketing, technology has brought data as a sort of all-encompassing math God that could reportedly solve all of our consumer-related needs. “Technology is evolving quickly, the media landscape is becoming more complex, and we need to use data to learn about that and invest wisely,” says NFL’s Marissa Fernandez. “But ultimately I think that no different from brands that existed 20 or 50 years ago, brands that actually understand their consumer and are delivering an unmet need are gonna continue to win in the marketplace.”

Everything lathers up to asking ‘How can I create those opportunities for my consumers?’

Data and what to do with it

As Nestlé’s Margie Bravo points out, “It’s been outstanding how much talk there is about data, how data is changing, and what you need to do with it.” All over the world, but particularly in the U.S., “Now you have more diverse, more multicultural consumers. So […] the idea of analytics, the idea of really having a good gage of what is happening. Where is your growth coming from? What are the consumer behaviors that you need to take into consideration… Everything lathers up to asking ‘How can I create those opportunities for my consumers?'”

Connecting the Digital and Multicultural Landscapes is Crucial

According to Margie Bravo, in the past, we didn’t ask so much from data as we’re doing now. Today, we try for that data to be informative and helpful in “finding those opportunities to maximize,” comments Margie Bravo, but “maximizing” does not necessarily mean more sophisticated; as she says, “The more you simplify life, the more consumers also ask for more simple lives.” And this simplicity takes us back to basics. Marissa Fernandez explains, even though the landscape is getting more and more complex, “Not losing sight of who you are as a brand, what you stand for, and what needs you’re delivering on… I think that will be a thread of truth.”
Not losing sight of who you are as a brand, what you stand for, and what needs you’re delivering on… I think that will be a thread of truth.
Moving into the marketing innovation future, Margie Bravo has some advice. Keep an eye on the following: 1) the multicultural landscape, 2) the digital landscape, and 3) how to “connect those two. Aimed at building structures and accelerated growth opportunities for your brands. Taking into consideration where your consumer is going.” In the end, even though things move faster every day, the truly important remains the same. “If brands get too caught up in the complex landscape and how to reach their consumers and lose sight of […] what we really are trying to do for them, they will probably lose out to those brands. And they have that core focus that’s remained unchanged in marketing,” predicts Marissa Fernandez.

 

 

Whether it’s Sports, Entertainment or Taxes, all Marketing is Multicultural Marketing. This Thursday May 10, at the Loews Hotel in Santa Monica a leading group of marketing experts will be explaining why multicultural marketing lies at the crux of  marketing in the U.S. Marketers from Lionsgate, Nestle, Latcom and Mobvious are the latest additions to our forward looking agenda. Register now, at the special online promotion price of only US $199!

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The day will be started with a presentation by John Sandoval, Senior Brand and Latino Marketing Manager, Intuit (photo).  Sandoval will be sharing his marketer know-how about the  relationship of Hispanics and taxes and what he has learned marketing both to a Spanish-dominant and bilingual audience.

Another extremely interesting panel will be the The Culture Attunement Imperative: A discussion with cutting edge marketers on what it takes for any brand to relate to multicultural audiences. The session will be moderated by Zach Rosenberg, president of MBMG and panelists and participants will include Natalia Gutierrez, Category Sales Development Manager Global Foods, Nestle (photo), Andrew Delbridge, ‎Chief Strategy & Engagement Officer, Grupo Gallegos United, Catarina Goncalves, Planning Director, Gallegos United and Isabel Rafferty, CEO, Mobvious.

Soccer marketing, approximately 40% of U.S soccer fans are Hispanic, has tremendous opportunities in the U.S and that is why the topic has a substantial weight in Portada LA’s programming.  Brendan Hannan, VP Marketing Communications, LA Galaxy, Jason Howarth, VP Marketing, Panini America (photo left) and Steve Pastorino, VP of Corporate Partnerships  Las Vegas Lights FC are our stellar speakers. From MLS to World Cup, the three experts will look at the potential for marketers around The Beautiful Game. The session will be moderated by Joe Favorito, Head of Sports Marketing Content, Portada.

 

Another important session, more so in entertainment crazy Los Angeles, will be “Hollywood and Latin Audiences” with Rich Hull, CEO, Pongalo and Adriana Trautman, VP Marketing Latin America, 20th Century Fox (photo right).

 

 

 

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

For prior Sales Leads editions, click here. 

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

  • T-Mobile & Sprint

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

 

  • LVMH

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

 

  • Nestlé

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

 

 

  • Century 21 Real Estate LLC

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

  • Fresco y Mas

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

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

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.

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

  • Yolo Rum

Yolo Rum has announced a new distribution partnership with Mexcor International Wine and Spirits in Florida. The distributor will carry the three Yolo Rum signature lines—Yolo Rum Gold, Yolo Rum Silver and Yolo Rum Clear. Looking to expand its footprint in Florida and other states in 2018, Yolo Rum execs see the new partnership as a crucial next step.Since its founding in 1989, Mexcor International has grown, expanding operations on a near-annual basis. They carry over one hundred of the finest spirit brands from all over the world, and today the Company has a substantial national sales network extending to 46 states including Texas, California and Florida.Yolo Rum is the ideal synthesis of ancient crafts and modern tastes. At the heart of the operation is master distiller Francisco “Don Pancho” Fernandez. Born in Cuba and operating out of the Republic of Panama, Don Pancho is the world’s most-respected and honored ronero (that’s “rum blender,” for the layman). Yolo Rum continues to innovate creative marketing techniques and campaigns that rival much larger brands. The partnership with Mexcor will ensure an expanded presence in Florida and other states to follow in 2018.

  • San Diego Zoo

Agency Giant Spoon has been awarded media planning and buying duties for the San Diego Zoo, Mediapost has reported. The appointment follows a competitive pitch with other agencies.

 

 

 

 

 

 

  • Nestlé

The Hershey Company and The Ferrero Group have reportedly submitted final bids to acquire Nestle’s U.S. business.The bids were submitted Friday (6 January) for the confectionery business, which is expected to cost between US $2 billion and US$2.5 billion to buy, According to sources “familiar with the matter.” Back in June, Nestle revealed that the brand was exploring strategic options, including a possible sale for its U.S. chocolate and candy business. The business on the block has annual sales of 900 million Swiss francs (US$924 million). Nestle is owner of brands such as Baby Ruth, Butterfinger, Laffy Taffy and Sno-Caps.

 

 

 

 

  • United Airlines

La Casa de Don Pedro, a community-based social services organization based in Newark, will receive a US$70,000 grant from United Airlines to provide emergency assistance and connect recent arrivals with job opportunities to help sustain their households in the area in the aftermath of Hurricanes Irma and Maria.Through United’s support, La Casa de Don Pedro will be able to provide more Puerto Rican families who seek assistance with individualized action plans.

 

 

 

 

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!

 

 

  • Rice’s Honey

Rice’s Honey, a 100% pure honey brand, has appointed Dallas-based Johnson & Sekin as its AOR following a formal review, Mediapost has reported. The agency will handle everything including overseeing media buying. The brand had no incumbent.Initial work from the agency will launch in early 2018 with an integrated campaign that will introduce a new label design and website as well as digital advertising and social media.

 

 

 

 

 

 

  • Azamara Club Cruises

Republica has been selected as the global strategic agency for Azamara Club Cruises, a subsidiary of Royal Caribbean Cruises, Ltd. As part of the assignment, Republica will lead myriad initiatives encompassing strategy, creative, media, digital, and social for the project launching Azamara’s new ship, the Azamara Pursuit.Republica will work in partnership with Azamara and existing agencies to develop a unified, multifaceted marketing and communications strategy to showcase not only its brand, but also its unparalleled Destination Immersion® offering, which allows travelers to deeply experience the cultures of Azamara’s awe-inspiring destinations.

 

 

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

What: Nestle’s Multicultural Shopper and Marketing Strategist Margie Bravo tells Portada her insights on how to reach the Hispanic market and do it right.
Why It Matters: Too many brands are failing to recognize Hispanic consumers are a significant percentage of their future growth. Margie Bravo shares best practices for the multicultural world, how many brands are misusing data, how to reach the Hispanic market, and the danger of cultural messaging be driven by assumptions.

 

The Largest CPG Brand in the World

Over half of the United States’s population growth can already be attributed to Hispanic Americans. This demographic is increasingly diverse in their language preferences and expressions of Latin culture. As they become the largest ethnic minority in the United States, they are carving out a new place for themselves in American culture. But brands are still scrambling to find a way to respond to these shifting social groups.

Nestle is widely recognized as the largest CPG brand in the world. They recorded $90 billion in revenue and $8.6 billion in profit for the trailing twelve months that ended on April 7, 2017. The United States is Nestle’s largest market, bringing in $27.4 billion in sales across all brands in 2016. But if Nestle and other similar CPG heavyweights are to stay on top, they will have to stay at the vanguard of multicultural marketing, particularly Hispanic.

Margie Bravo, the food and drink giant’s Multicultural Marketing Manager, is a Mexican-American mother of three bicultural children. From her position, she tries to reach the Hispanic market from the perspective of both a consumer and a marketer.

 

When Researching How to Reach the Hispanic Market, Assumptions Are Dangerous (But All Too Common)

According to Bravo, one of the most prevalent mistakes that marketers make is assuming anything about particular demographics. Failing to back up conclusions about Hispanic consumers with real data also happens often. “I think to win with multicultural marketing you need to be curious and open-minded,” Bravo explains. “Many times, when we work for a specific brand at Nestle, we think we know everything about it. We tend to answer the consumers’ questions from our perspective, thinking they are just like us.”

She pointed to Nestle’s Tollhouse cookie brand. During the holidays, Nestlé has to remember that while acculturated Hispanic-American children like to leave cookies for Santa Claus, campaigns should not assume that these children’s parents have grown up with the same tradition.

Language use among Hispanics is also varied. While Hispanic Americans are disproportionately young and tend to speak English as well as Spanish, their language preferences are not clear-cut. When discussing sentimental topics like family, love, tradition, Spanish may be preferred. However, English may be spoken at school or among groups of young friends.

 

Handle Data With Care

Bravo insisted that assumptions are still keeping marketers from connecting with Hispanics. This is a mistake, since the demographic will be key to driving brands’ growth in the United States. She pointed to a persistent lie that Hispanics don’t purchase Premium Brands. In reality, the demographic actually contributes some of the most valuable consumers for Haagen-Dazs, Nestle’s Super Premium ice-cream.

The process we follow at Nestle is to first start with business analytics, in order to identify where our sales are coming from, and then to immediately look at contributors to growth.

For all the fuss that brands are making about multicultural marketing, it appears that they need to learn to walk the walk, not just talk the talk. This means they need to invest in understanding what drives different consumer behavior within the Hispanic demographic. Brands are still figuring out how to read and make use of their data. This is part of the problem.

Even the world’s largest brands are struggling to make data analytics work in their favor. According to Bravo, too few marketers are giving growth — as opposed to current sales — the attention it deserves. “The process we follow at Nestle is to first start with business analytics, in order to identify where our sales are coming from. Then, to immediately look at contributors to growth.” Bravo said.

The American Consumers of Tomorrow Are Largely Hispanic

Marketers are still learning how to use data to dig into deeper levels of consumer trends and demographic patterns. As a result, it’s surprisingly easy to ignore the obvious, and become stuck on who is buying the products now instead of who is likely to be buying them in the future. (Spoiler alert: it’s Hispanics).

The Hispanic market accounts for around 24% of Millennial consumers. At their age, they are still in the “acquisition stage,” when they are forming their first long-term relationships with brands. If brands only pay attention to their current customers, they may find themselves ignoring a very different population and paying a large price for it in a few years.

Also by Portada: Multicultural Marketing: How to Use Seamlessly in Total Market Campaigns

Use Data to Understand Their Importance

Brands that do pay attention will see that there are significant opportunities to approach the Hispanic market. One way is by connecting and creating long-term relationships with consumers in the demographic. “They also have larger households with multigenerational family members. They’re having more kids, which opens consumption for a great number of categories,” Bravo added. But not enough brands are taking even this much into account.

“I think sometimes brands don’t ask how much Multicultural consumers are already contributing to sales in their category,” Bravo lamented. The world’s most innovative brands need to invest in training analysts to go deeper with data. They must use their information to identify variables and reveal the motivations of diverse Hispanic consumers.

When brands don’t understand where their growth is coming from in terms of the different Multicultural groups, it is very difficult to be able to defend budgets.

What’s more, brands that don’t understand data will have a hard time defending Multicultural budgets. “When brands don’t understand where their growth is coming from in terms of the different Multicultural groups, it’s very difficult to defend budgets,” Bravo said.

Multicultural Masters Will Have Significant ‘Foundational Research’

Bravo asserted that in order to reach the Hispanic market, brands are going to have to lead a special effort. They need to educate themselves and do “foundational research” so that they can truly “speak the language of culture, not just the language.” This means creating degree programs dedicated to the field and encouraging exploration of new methods and metrics that assign values to complex and evolving consumer behavior.

“Brands just need to understand that growth is the name of the game.”

Margie Bravo, Multicultural Marketing Manager at Nestlé USA, explained during Portada’s 11th Annual Multicultural Advertising and Media Conference, on September 14,  how brands need to embrace the multicultural consumer and understand how it is their responsibility to grow their brands organically.

During the The Future of Multicultural Marketing panel, Margie Bravo, Multicultural Marketing Manager at Nestlé USA, presented how the Swiss multinational is currently implementing sweeping changes to its marketing organization by incorporating multicultural insights into its marketing strategy, media, and budgeting for its billion dollar brands.

You really need to understand the consumer, and understand how multicultural consumers are part of your brand and part of the growth of it.

When talking to her, she explained how today growth is everything to the company, and how relevant the multicultural market is for that growth. As a brand, “you really need to understand the consumer, and understand how multicultural consumers are part of your brand and part of the growth of it.”

This is why every brand should include them in its marketing strategy. To do so, she continued, your best tool is analytics. “People don’t really understand where sales are coming from, and how each market makes you grow.”

People don’t really understand where sales are coming from, and how each market makes you grow.

Put short. She advises to “go for more because this [multicultural] market has a lot to give.”

Watch the full interview below.

Margie Bravo, Multicultural Marketing Manager at Nestlé,  is the latest addition to a top notch roster of participants at #Portada17, Sept.13- 14 in New York City. Peer-to peer Multicultural Marketing insights at the highest level, both from general and multicultural marketing decision makers, will be a crucial element at #Portada17. REGISTER  at the online promotional price! 

For the 11th edition of our annual conference on Sept. 13-14 at New York’s City’s Yotel, Portada is preparing uniquely curated content providing actionable multicultural marketing insights from major brand marketers (see below)! Plus a wonderful space and rooftop, ideal for two days out of the office!

SESSIONS INTENDED TO TURN CHALLENGES INTO SOLUTIONS:

  • THE FUTURE OF MULTICULTURAL MARKETING: Why and how Nestlé is injecting cross-cultural DNA across its marketing organization, by  Margie Bravo, Multicultural Marketing Manager,  Nestlé USA
  • HOW TO PICK THE RIGHT HISPANIC INFLUENCER: Case Study with Manny Gonzalez, Senior Director Multicultural, Moet Hennessy and Pedro Rodriguez, Director,  Co-Lead Multicultural Social Strategy Social: Horizon Media.
  • “SOLVE YOUR ISSUE” collaborative session: Two widely respected brand marketers from different sectors will present case studies on how they deal with  “Shifting language preferences and acculturation”. What it means for marketers. Attendees will ask them questions, via an interactive app. With Maria Albrecht Rent A Center Hispanic Marketing and more top-notch marketers.
  • TOTAL MARKET – WTF: Interactive Whiteboard Session with Agency and Brand Stars with Jose “Pepe” Gil, Multicultural Marketing Manager Hispanic Consumer, B-F Brands Brown Forman, Stephen Paez, VP, Director Multicultural Mediavest | Spark and  Jose Velez Silva, ‎VP Multicultural Marketing Communications at Comcast
  •  WHY U.S. SOCCER IS MUCH MORE THAN FUTBOL with Daniel Keats, Director Sports and Sponsorships, Consumer Marketing Allstate Insurance
  • GIVING TEENS THE STAR TREATMENT:  Gatorade’s Global Experiential Marketing Platform by Jill Leccia, Global Platforms Marketing Director for Gatorade Latin America, PepsiCo
  • SHAPING UNIQUE CONSUMER EXPERIENCES, with Mike Tasevski, Vice President, North America Sponsorships, MasterCard
  • TOWN HALL: SPORTS MARKETING STRATEGIES FOR 2020. An attendee-driven session curated to solve challenges of sports marketers. Brian Quarles, SVP Creative Services, Revolution and Jorge Inda Meza, Marketing Director Region West, Anheuser Busch will answer audience question.

We are adding new technology for more dynamic sessions and a more interactive attendee experience!

OTHER CONFIRMED BRAND, AGENCY AND MEDIA STARS  include:
Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment
Mike Tasevsky, SVP U.S. Sponsorship, MasterCard
Peter P. Snitzer, Jr. CEO Conffianz
Cynthia Hudson, VP, General Manager CNN en Español
Sherwin Su, Associate Director of Social Essence
Gonzalo del Fa, president GrouM Multicultural GroupM
Maria Albrecht, Hispanic Marketing Manager Rent A Center
Rachel Strauss, Muniz Comedian Room 28
“Caio Street, ” VP of Integrated Strategy, Pm3
Jose Manuel Montenegro, SVP, Group Partner, Multicultural Planning UMJ3
Nelson Pinero, Senior Digital Director, Senior Partner GroupM-MEC
Jorge Inda Meza, Marketing Director Region West, Anheuser Busch Anheuser Busch
Dan Donnelly EVP, Managing Director at Publicis Media Sports Publicis Media Sports
… and many more….!

REGISTER  at the online promotion price! 

Join us at PORTADA Mexico!

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.

  • Baristas

Baristas Coffee Company has expanded its advertising to target US Hispanic-Americans with Spanish TV spots on Telemundo, Galavision, Fox Deportes, CNN Espanol, ESPN Deportes, and Spanish speaking radio stations. The Spanish speaking advertisements focus on Baristas White Coffee single serve cups compatible with the Keurig 2.0 brewing system. Baristas recently kicked off a national multi-faceted advertising campaign which combines digital display advertising, Television, and Radio driving traffic directly to Amazon on Fox News, CNN, ESPN, Food Network, Cosmopolitan Magazine and Sports Illustrated. Also, Baristas has included a broad reaching terrestrial (over the air) radio campaign on over 120 stations nationally utilizing the top radio platform in the country. In addition, Baristas added Spotify to its campaign currently underway. A media plan has been developed extending out over the next 6 months focusing on the expanding Baristas White Coffee product line as well as other Baristas products soon to be announced. Baristas has also partnered with Amazon to offer the only White Coffee single serve cups compatible with the Keurig® K-Cup® Brewing System 2.0.Based on research from the National Coffee Association (NCA), coffee consumption is stronger among Hispanic Americans than non-Hispanics. Hispanic-Americans help drive growth in U.S. coffee consumption, leading the way in growing coffee consumption in the United States. Baristas’ CEO Barry Henthorn told Portada the company handles media placements in-house along with long term relationships.

  • Chrysler

The Chrysler brand is launching a new campaign to share key features of the all-new Chrysler Pacifica with Hispanic customers.Hero” is a 30-second commercial featuring Pablo, a young boy attempting to impress the girl next door. Pablo utilizes Pacifica’s functionality, versatility, technology and bold styling to make the ride to school with his neighbor much more special. “Hero” will run across television, digital and social channels and will be also available on the Chrysler brand’s official YouTube channel.The campaign will air in top Hispanic markets including Austin, Chicago, Dallas, Houston, Fort Myers, Los Angeles, Las Vegas, Miami, New York, Orlando, Phoenix, Sacramento, San Antonio, San Diego, San Francisco, Tampa and West Palm Beach.Chrysler’s “Hero” campaign was made in conjunction with Alma DDB. UM/Identity is Chrysler’s Media Buying Agency.

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!

  • Nestlé

This summer Nestlé is inviting fans to the fascinating world of NERDS® ¡Lucha Grande!, filled with new bold and intense flavor combinations inspired by the classic Dulcerías, Spanish for ‘candy store,’ of your childhood. Alongside new flavors of beloved brands LAFFY TAFFY®, FUN DIP® and PIXY STIX®, NERDS® ¡Lucha Grande! hits store shelves this summer, offering fans a variety of tangy new flavors like the tongue-twisting pucker of Mango Chile and mouthwatering cool of Cucumber Watermelon. NEW items include: NERDS® Guava and Mango Chile & NERDS® Lime and, LAFFY TAFFY® Guava & LAFFY TAFFY® Pineapple , FUN DIP® Mango Lime & FUN DIP® Cucumber Watermelon and PIXY STIX® Cucumber Watermelon, PIXY STIX® Mango Lime & PIXY STIX® Pineapple.With 2016 sales of US$9.7 billion, Nestlé USA is part of Nestlé S.A. in Vevey, Switzerland. In 2013, GroupM won Nestlé ‘s U.S. media planning and buying business.

  • Mindshare absorbs Ogily-Neo

Mindshare, both a WPP and GroupM agency, will absorb Ogilvy’s digital media agency Neo, as part of a continuing consolidation of agencies, MediaPost reports. Ogilvy is also under the WPP umbrella. A few weeks ago, GroupM media agency Maxus was folded into its other media agency MEC. Founded in 2006, agency Neo will now be part of Mindshare’s newly-formed Performance Group. Neo’s management will become part of the Mindshare Performance Group. Nasreen Madhany, Neo’s global CEO, and Bradley Rogers, global COO, will hold the same roles in the Performance Group and will also join the Mindshare leadership team.

 

  • Chevrolet LMAs

The Chevrolet Local Marketing Associations around the country have shifted their media buying business to Carat, part of Dentsu Aegis. U.S. International Media was the incumbent on the business.The Chevy LMAs spent around US$238 million on ads in 2016 according to Kantar Media.

 

  • Casamigos

George Clooney is selling his  tequila brand Casamigos  to Diageo for a US$1bn. The takeover is expected to close during the second half of the year. Casamigos ‘translated as House of Friends’ was initially formed as a private collection of tequila’s for the friends and family of Clooney and Gerber but sales boomed in 2013 when the pair made the label public.Clooney will remain in place along with co-owners Rande Gerber and Michael Meldman. Diageo ows other well-known tequila brands such as Johnnie Walker, Cuervo, Crown Royal, J&B, Captain Morgan, José Cuervo, Buchanan’s, among others.

 

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.

Join us at PORTADA Mexico!

 

 

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

GET YOUR FREE TRIAL to PORTADA’s Interactive Database! 15 NEW LEADS HAVE JUST BEEN UPLOADED. If you have questions, please  e-mail Research Sales Manager Silvina Poirier at silvina@portada-online.com.

Click here for previous Latam Sales Leads editions

  • Enterprise Holdings

Enterprise Holdings Inc, the global car rental provider, is making a strategic investment in Unidas and amending its Master Franchise Agreement with the Brazilian car rental operator and fleet management company.Unidas and Enterprise Holdings – which owns the Enterprise Rent-A-Car, National Car Rental and Alamo Rent A Car brands – became franchise partners in 2012. In addition, Enterprise Holdings’ entire portfolio of car rental brands will be offered throughout Brazil, including its flagship Enterprise Rent-A-Car brand.The Enterprise, National and Alamo brands operate in more than 85 countries, including 29 in Latin America. The expanded relationship with Unidas will help both companies meet the needs of a growing number of corporate and leisure customers in Brazil.

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

      • Vulcabras Azaleia

banner_azaleia_espanholJ. Walter Thompson is the new agency of shoe Company Vulcabras Azaleia, which own women shoe brand Azaleia and Dijean; footwear and sport products Olympikus and Vulcabras boots. Previously, the footwear brand was handled by LDC – Lodduca. The account management will be basedin Porto Alegre and the planning, media and creative strategies will be divided between the San Paulo and Rio Grande do Sul offices.

      • Nestlé

nmnmNestle has launched Nescafé Dolce Gusto in capsules in the Venezuelan market. Nescafé Dolce Gusto ventures in a new coffee capsules product category breaking the traditional pattern of coffee consumption in Venezuela. Under the brand slogan “Coffee is not just black,” the variety of flavors of Nescafé Dolce Gusto initially available in Venezuela will be: American, Cappuccino and Latte Macchiato. Exclusive sales points will be announced through the brand social networks. Consumers can explore on branded content on the Web page: www.dolce-gusto.com.ve.

      • Estrella Jalisco

vvvvIn a celebration that paid tribute to late Mexican-American singer Jenni Rivera, Estrella Jalisco, a light-flavored pilsner beer with more than 100 years of Mexican brewing tradition, honored La Diva de la Banda with the first-ever Hispanic 3D hologram during the country’s largest annual Día de los Muertos festival. The surprise appearance, powered by Hologram USA, aired live on the Facebook pages of Jenni Rivera and Estrella Jalisco during the Día de los Muertos festival, drawing millions of fans to view her performance. Consumers who missed the live performance can replay the hologram video until November 5, 2016 by visiting the official Facebook page of Estrella Jalisco. Celebrated on November 2nd throughout Mexico and the U.S., Dia de los Muertos is a Mexican holiday that includes both traditional festivities and parades.Yonathan Bendesky is the Brand Director for Anheuser-Busch, Mexican Imports.

 

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

Q1 out, Q2 in. After the year’s busy takeoff, we are now at cruising speed, with clear skies with no turbulence in sight. Its t’s perfect moment to recline your seat, read the month’s news and adjust your seat belt (just in case). This new digital world never ceases to surprise us.

Nestlé and Crisis Management on Social Networks

Ines AttalesI was at the first breakfast of the year thrown by AMDIA, at which Ines Attales (a digital specialist at Nestlé) spoke about the seven things you need to know about crisis management on social networks. During the presentation, she shared recommendations (from her own experience managing concrete situations between the brand and its users). If you are interested in learning more, you can see the whole presentation here.

MEC Argentina Hires New Digital and Data Director

Leila Beraja-2Recently, MEC Argentina added Leila Beraja as the director of digital and data. She comes from an operations manager role at Intellignos, a Google partner and consultant. Good luck, Leila!

From IMS to SocialLive

Agustín Gimenez 2SocialLive, a company that specializes in monitoring social media in real time, recently incorporated Agustín Gimenez as their regional commercial  director. Previously, Agustín worked as a senior sales manager at IMS. This move is a part of SocialLive’s regional expansion efforts in Latin America.

ShowMe Buenos Aires

gonza arzuagaGonza Arzuaga invited me to the 2016 edition of ShowMe Buenos Aires, at which seven Internet entrepreneurs talked about the secret to their successes (and some of their failures). I was at the 2015 edition, and I left very inspired. Save me a spot at the next one, Gonza. Let me see if I can finally come up with a good business idea!

Kicks Takes Off in Mexico

ale duranThose Kickads guys are killing it! Now it looks like they have opened an office in our lovely, beloved Mexico. The operation will be under the direction of Alejandro Durand, ex Havas Media Mexico mobile advertising specialist. Let me know if there’s going to be a launch party. I have my passport ready.

Turner Will Purchase Telefe

It seems like Turner, the American TV giant, is interested in buying an open TV channel in Argentina, and everything is indicating that they are in advanced negotiations with Telefe (the signal operated by Grupo Telefónica). Apparently, the idea is to launch an CNN Argentina. We’ll see how this unfolds.

That’s all for now, friends. We’ll “read each other” again next month with more news!

 

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.

PortadaLat_Box

Already Confirmed Sponsors of PortadaLat (June 8-9 at Miami’s Hyatt Regency)

Leader Sponsor Plus Level
Taboola
Brand Networks

Leader Sponsor
Sojern

Distinguished Sponsor
Hola 

Attendee Bag Sponsor
Latcom

Attendee Badge Sponsor 
Multimedia Inc.

Official Wire Partner
Marketwired

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 kelley@portada-online.com

AAEAAQAAAAAAAALYAAAAJGVmNTZiZmI0LTNiNmItNGYxYy05M2Y5LWM0MTE0Zjk0YjM4OQPriscila Stanton, Senior Marketing Manager, International Brands at Nestlé USA, was a key player in the just announced partnership between Nestle and BabyCenter.  Stanton is going to be a speaker at a panel on the all-important Latina Millennial at our upcoming #Portada15 Conference. We conducted the below interview with Stanton ahead of our annual event.

Portada:Do you continue to market La Lechera specifically or also other Nestle products?
P.S:  “I manage two global brands, La Lechera and NIDO in the U.S. targeting Hispanic consumers.  Our division at Nestle, International Brands Division, focuses on bringing global brands to the US consumer.”

Portada: What role does Marketing towards Hispanic woman play within Nestle’s overall marketing organization?
P.S: “Marketing to Hispanics is very important to Nestle.  There are many brands within the Nestle portfolio that are targeting Hispanics, including general market brands.  But my team focuses on Heritage brands that resonate with the Hispanic consumer.  For both La Lechera and NIDO, our target is the Hispanic mom.”

Our division focuses on bringing global brands to the US consumer.

Portada: How has marketing for El Mejor Nido.com evolved since the site was launched in 2011?
P.S: “El Mejor Nido is a multibrand site that caters towards providing recipes and how to’s to our consumers so that they can create traditional and more modern recipes using our wide range of products.  Separately, La Lechera and NIDO manage digital and social sites including Facebook and Twitter.  NIDO also has a stand-alone site –nestlenido.com.”

Portada: Is the Facebook El Mejor Nido site , currently closed?
P.S: “El Mejor Nido Facebook page is still active.”

Portada: What are, in your opinion, the key features of a successful brand marketer?
P.S: A successful brand marketer is someone who has a blend of insight, consumer empathy, curiosity, strategic thinking and marketplace and category knowledge.”

(Read a separate interview on the Millennial Mom with Julie Michaelson, Head of Global Sales BabyCenter.)

What:Pregnancy and parenting web BabyCenter®, owned by Johnson&Johnson, has partnered with  Nestlé NIDO, the early childhood powdered milk brand, to introduce the nutritional drink product to bicultural Hispanic moms in the United States.
Why it matters: Priscila Stanton, Marketing Manager, Nestlé NIDO will be one of the key speakers at #Portada15 on Sept. 16 and 17 in New York City. The program will include Sponsorship of a special Hispanic Families Resource Center on BabyCenter U.S. and a “Blog de BabyCenter” series of sponsored posts on BabyCenter Espanol.

descargaBabyCenter®, the pregnancy and parenting web and mobile destination, and Nestlé NIDO, the early childhood powdered milk brand, are working together to introduce the nutritional drink product to bicultural Hispanic moms in the United States on the U.S. site. In tandem, NIDO is being promoted on BabyCenter Espanol to reach its longtime core audience of primarily Spanish-speaking Latina moms in the U.S.

Sponsorship Elements

• Sponsorship of a special Hispanic Families Resource Center on BabyCenter U.S., showcasing editorial content that focuses on a range of Hispanic parenting concerns, from a portrait of a bicultural marriage to myths about raising a bilingual child.
• A “Blog de BabyCenter” series of sponsored posts on BabyCenter Espanol about picky eating during early childhood, featuring well-known Latina bloggers such as Mayra Elisa Buitrón of Te Cuento un Pokis, Danielly Lara de Acevedo of Un Dulce Hogar, and Victoria Infante of SerMamáLatina.com, as well as NIDO’s own nutritional expert Emily Dauer, MS, RD.

Other aspects of the digital campaign began to roll out earlier, including sponsorship of both the BabyCenter U.S. descarga (1)and Hispanic desktop and mobile sites’ Toddler Feeding and Concerns Resource Center, native advertising, email promotions targeted to moms of toddler-age children, and pre-roll advertising across BabyCenter’s video library.

AAEAAQAAAAAAAALYAAAAJGVmNTZiZmI0LTNiNmItNGYxYy05M2Y5LWM0MTE0Zjk0YjM4OQ“As the Hispanic population grows in the U.S., a new generation of Latina moms is emerging,” said Priscila Stanton, Marketing Manager, Nestlé NIDO. “Our nutritional milk drink has long been embraced by Hispanic mothers the world over, but we recognize that this new bicultural Latina American mom might need to be introduced to the health benefits that come with feeding your young one NIDO. BabyCenter has been a driving force in helping parents navigate through the stages of their child’s development, and we are confident that their trusted voice will help not only increase our brand awareness among our core audience, but expand it to a new, dynamic set of Hispanic moms.”

Nestle’s Priscila Stanton and Yussef Kuri  New Emerging Consumers, Marketing Manager, The Hershey Co. will be participating in a panel on the Latina Millennial on September 17 during #Portada15. #Portada15 comprehends the Hispanic Sports Marketing Forum on Sept. 16 and the 9th Annual Hispanic Advertising and Media Conference on Sept. 17. Both events take place in New York City’s Yotel.

“While the digital world is important for all moms in the coveted millennial age group, our research has shown that it is particularly so for those who are Hispanic,” said Julie Michaelson, Head of Global Sales, BabyCenter. “Acculturated Latina millennial moms in the U.S. and their Spanish-preferred counterparts are more likely than the average mom to notice ads on desktop and mobile screens. That fact, combined with our strong audience of mothers with toddler-age children, makes BabyCenter’s U.S. and Hispanic sites an ideal environment for NIDO to reach Latina moms at the right place and time.”

The partnership between Nestlé NIDO and BabyCenter was initiated by the brand’s media agency, Metavision.

“The partnership between NIDO and BabyCenter evolved very naturally,” said Leyda M. Reyes-Rodriguez, Partner, Multicultural Director, Metavision. “BabyCenter is one of the few digital environments where you can actually do that, with their ability to reach Hispanic moms in both English and Spanish. This allows NIDO the flexibility to continue speaking to its core Spanish-speaking consumer, while attracting a new audience of bicultural moms.”

The list of major brand marketers speaking and/or attending #Portada15 in New York City on September 16 and 17 is getting even larger. Gustavo Aguirre, Associate Brand Manager, Coors Light, MillerCoors, Yussef Kuri, New Emerging Consumers, Marketing Manager, The Hershey Co. and Priscila Stanton, Marketing Manager, Nestlé are the latest additions!

logo-9th-2Priscila Stanton, Marketing Manager, at Nestlé and Yussef Kuri, New Emerging Consumers, Marketing Manager at The Hershey Co. will provide mission-critical insights about how to reach the Latina Millennial.

Gustavo Aguirre, Associate Brand Manager, Coors Light, MillerCoors, will make a case-study presentation about the Fanaticos del Frio TV, Digital and Content Marketing program.logo-forum

Just take a look at the agendas for the Hispanic Sports Marketing Forum (Sept. 16) and the 9th Annual Hispanic Advertising and Media Conference (Sept. 17)!

Other major Marketing, Agency and Media Luminaries who will be participating in #Portada15 include:

Jimmy McIntyre, Director of Consumer Marketing at, Soccer Endeavor-Soccer.com
Crystal Hudson, Principal Officer, Sports & Affinity Marketing, Amtrak
Dave Marsey, EVP, Managing Director of DigitasLBi
Ana Crandell, Media Director at OMD Latino
Jennifer Mc Bride, Senior Brand Manager, Dish Network
Brian Cristiano, CEO Bold Worldwide
Kymber Umana, Hispanic Marketing Manager, Sprint
Ivonne Kinser, Head of Digital Media Strategy, Avocados from Mexico
Trisha Ranes, Senior Marketing Manager-Latino, H&R Block
César Taveras, Online Marketing Manager, Rosetta Stone
Jason Riveiro, Manager, Multicultural Brand Marketing, Big Lots
Maria Fernanda Ordoñez, SVP Media Director , Identity
Pattie Falch, Director Sponsorships & Events, Heineken USA
Manuel Campos, Hispanic Marketing Director, Sprint
Mariela Ure, SVP, Hispanic Segment Strategy, Wells Fargo
Christian Borjon, Director Hispanic Sales & Marketing, Samsung
Vilma Vale Brennan, Managing Partner, MEC Multicultural
Gustavo Guerra, Brand Director, Tecate & Tecate Light
Gonzalo del Fa, President, Group M Multicultural
Maria Rios, Director Multicultural Customer Strategy, Macy’s
Edwin Gotay, Director Multicultural Marketing, Nascar
Nial Brennan, Marketing Manage, Mahou San Miguel,
……and Fernando Fiore, Soccer Broadcast Celebrity

Get your tickets now at the special online promotional price of US$ 599 for the Combo ticket! (2 Days including Breakfast, Lunch, plus Rooftop Evening Reception on Sept. 17)

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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

Click here for prior Sales Leads issues.

  • MEC BRAVO

descargaMEC has announced the rebranding of MEC Bravo, one of the leading Hispanic media agencies, to MEC Multicultural to reflect the agency’s expansion into broader consumer segments.he agency has created targeted campaign activations for clients such as AT&T, Marriott, KFC, Citi and Campbell’s, and continues to expand assignments with both existing and new clients, including in the beauty and energy sectors.Read More.

  • Dr Pepper

descarga (2)To continue its celebration of curiosity and individuality, especially among the Hispanic community, Dr Pepper hosted a private concert featuring Santos on Wednesday on July 15 as part of its “Dare to Discover” campaign. The exclusive event kicked  off the brand’s presence at this year’s Premios Juventud and dared fans to discover the unique flavors of Dr Pepper – and life in general. This month, Dr Pepper has chosen two outstanding students to receive US$75,000 in scholarships as part of the “Dare to Discover” campaign, which encourages Hispanic students to follow their dreams and reach for their goals. In addition to the scholarship announcements, the audience was also shown the inspiring stories of the upbringings, passions and aspirations behind each of the winners.Premios Juventud is a Spanish-language television show that celebrates Hispanic youth and recognizes artists in music, film, sports, style and pop culture.

  • American Airlines

VnfmkRNI_400x400American Airlines’ global creative and media accounts are up for review as the marketer prepares to retire the US Airways brand after acquiring the rival carrier.American’s longtime agencies McCann Erickson, New York, and its affiliate in Dallas, TM Advertising, will defend the creative business. Fellow Interpublic agencies like UM handle American’s media internationally and TM works on the airline’s U.S. media. Those incumbents will also participate in the review, which AAR Partners is managing. A decision is expected by early October. Global media spending is estimated at US$60 million. In the U.S. alone, American Airlines spent just under US$30 million in media last year, according to Kantar Media.Read more.

  • GSK-Novartis

4f04e6a303341df5bbe81beafdf29f33_400x400 fUQmgECF_400x400GSK absorbed Norvartis’ consumer brands, including Excedrin, in a March deal. Now GlaxoSmithKline is conducting a global review of media planning and buying for its consumer healthcare brands.In March, GSK and Norvartis closed on a US$20 billion deal in which GSK absorbed Norvartis’ consumer brands and vaccines, and Norvartis took on GSK’s cancer drugs.As a result of the deal, GSK employed no less than three media agencies on its consumer business (PHD, MediaCom and Starcom), setting the stage for a consolidation among roster shops. Global media spending on the account approaches US$900 million. Starcom, which previously worked for Norvartis, is not participating in this contest, leaving GSK U.S. shop PHD against MediaCom, which works for GSK in overseas markets, sources said. In a statement, GSK thanked Starcom for its work on Novartis’ brands, which include Excederin, Theraflu and Lamisil. GSK’s over-the-counter brands include Aquafresh, Sensodyne, Nicorette and Tums.

  • Target

descarga (4)Target is releasing half a dozen new spots starring social media influencers for back-to-school, its second biggest selling season.The effort includes a new tool called “School List Assist” and deals to make shopping easier for parents. The effort aims to establish Target as a one-stop shopping destination during the high-traffic period.”School List Assist” is a new tool on Target.com that provides a curated list of school supplies, which parents can order from online for home delivery or in-store pickup. The retailer worked closely with schools across the country to find the common items that parents will be looking for this back-to-school season.Target tested “School List Assist” last year in select markets and is currently running the tool in beta.The retailer tapped social media stars like dancer Maddie Ziegler — best known for Lifetime’s “Dance Moms” series and Sia’s “Chandelier” and “Elastic Heart” music videos — and EvanTubehd, who has a YouTube series about toys and gaming.Ms. Ziegler will star in a denim spot — airing in August — in which she performs alongside other young dancers to show off Target’s stretchiest denim.The effort makes Target the latest retailer to turn to young, online influencers for its back-to-school push. The six new Target ads begin rolling out on July 19 and each will focus on a different trend and promotion, such as buy-one-get-one offers on licensed products like Star Wars, MInions and Avengers merchandise, and 40% off jeans.The ads also feature a remake of the Jackson Five’s “ABC” performed by artist Tori Kelly, who has a strong following of her own on social media. The song will be available for download on Target’s website as part of a cause-related push. For every download, the retailer will donate US$5 in school supplies — up to US$3.5 million — to the Kids in Need Foundation, a charity it supported during last year’s back-to-school effort as well.Target will use social to highlight products and trends throughout the season. The retailer spent US$1.65 billion on domestic advertising in 2014, according to the Ad Age Datacenter.72andSunny led the campaign for Target, while LatinWorks developed Spanish-language ads for the push. Knock worked on the in-store advertising and Haworth handled media.

  • Nestlé

descarga (5)For Nestlé’s Coffee-Mate Natural Bliss all-digital campaign, the brand’s marketers took over an Irving Farm Coffee Roasters store in New York on April 24 with baristas wearing essentially nothing but body paint.The basement of the coffee shop was the production unit’s mission control, as the Nestlé brand and its agency, 360i, watched the reactions of dozens of unwitting customers. Patrons were also surprised to find that coffee was free for the whole day.Nestlé and 360i created a one-minute, 33-second video and a 30-second clip to be pushed on Facebook, YouTube and other digital channels, with paid ads starting in the next few weeks and running through September. Using the hashtag #NaturalBlissCafé, the team hopes to turn heads on social media with an au naturel strategy that’s slightly skewed toward millennial consumers.Lastly, Nestlé began teasing the ad on YouTube:

https://youtu.be/Zp2mEY3QtlY

Join us at PORTADA Mexico!