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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 U.S. consumers right now.

For prior Sales Leads editions, click here.

 

  • Petco

Petco announced it has selected New York-based Horizon Media as its strategic media agency of record in support of the company’s ongoing retail and marketing transformation efforts.The selection follows just weeks after Anomaly was named the company’s creative agency of record, and was the result of a review process initiated in the Fall of 2018 and managed by MediaLink.Horizon will begin working with Petco immediately to deliver fully-integrated media planning and buying across paid channels and strategic integration with both Anomaly and Edelman, Petco’s PR agency of record. Petco is a leading pet specialty retailer with more than 50 years of service to pet parents. The brand operates more than 1,500 Petco and Unleashed by Petco locations across the U.S., Mexico and Puerto Rico.  

 

  • Avocados From Mexico

Avocados From Mexico (AFM), is taking shoppers’ party spreads to the next level with its Guac Nation program. The No. 1 selling avocado brand in the U.S. is teaming up with RITAS and TABASCO® Brand to help consumers savor winning flavors during the Big Game. The program runs through February 3, 2019, and will offer 360 support to inspire avocado consumption and lift sales. Avocados From Mexico will also be returning with its fifth annual Big Game commercial on February 3. Guac Nation seamlessly ties-in to support AFM’s established shopper communications platform, Savor Every Moment. During the week of the Big Game last year, increased avocado consumption helped retailers reach a 4-year sales high of US$58 million2 of all commodities. With millions of consumers hosting Big Game parties, this serves as an opportunity for high avocado consumption. Guac Nation is leaning into that excitement and engaging shoppers as they prepare for game day, making avocados the star player on their shopping lists.

 

  • Chevron

Chevron, the second-largest integrated energy company in the United States, has put its global media planning and buying business in review. WPP has been the brand´s incumbent for 16 years.  Two unnamed competitors will be pitching against the incumbent, aacording to a party close to the review . WPP currently handles global media for three of the world’s four largest fossil fuel companies, according to Adweek. The latter review resulted in the formation of dedicated unit Team Energy, which consists of Ogilvy, Grey, VML, Mindshare, Essence, SocialLabs and Landor.>

 

 

 

2019 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.

 

  • Procter & Gamble

P&G is bringing more of its media planning and buying in-house in an effort to cut costs and improve profit margins, as well as bringing its marketers closer to the consumers they serve. There was not a formal review but an internal bid process, in which Incumbent media shops Hearts & Science and Carat and P&G’s own in-house team participated, according to Adweek. Procter & Gamble’s in-house agency has taken over a larger share of its media business in the US. P&G categories at stake included fabric care, oral care, feminine care, personal healthcare, home care, skincare and baby care. P&G spent US$2.75 billion on paid media in the U.S. in 2017 and just over US$2 billion from January to September 2018, according to Kantar Media.

 

 

  • Electronic Arts

American video game company Electronic Arts — which develops and publishes games like FIFA, Madden NFL and The Sims —has placed a big part of its´media business in-house while launching a media agency review to find a strategic external media agency partner.The marketer will handle digital, including search, social, programmatic and digital out-of-home; while its outside media agency will handle linear, broadcast and out-of-home media. All strategy and planning will continue to be led in-house.Incumbent Publicis Groupe’s Starcom will participate in the review.

 

Petco, the pet supplies retailer, is evaluating whether to enter the Hispanic advertising market. Los Angeles Based AGC Communications is Petco's print advertising agency. Petco has a 13x preprint program. The in-home for their preprints is usually the last week of each month. They don't use ROP for any national buys, but do for their doggy day care stores and grooming services on a sporadic basis. They do not have any budget allocated to using Hispanic print for 2005 but they are in the beginning stages of undertaking a full market review of all their print buys for their entire chain, and they are receptive to adding Hispanic print if it makes sense for the market.

What: More than 100,000 signatures were turned in to the county Registrar of Voters office in San Diego to promote the SoccerCity development proposal in Mission Valley.
Why it matters: If nearly 72,000 of the signatures prove to be valid, the city of San Diego would be one step closer to getting a new hybrid professional soccer-college football stadium.

Ever since the NFL Chargers decided to leave San Diego in January, and move to Los Angeles-after 56 seasons in San Diego- there have been questions about the future of the Qualcomm Stadium as San Diego sports fans have been left without a strong team to follow. However, a development group led by Nick Stone, La Jolla businessman Mike Stone, former Qualcomm President Steve Altman, technology entrepreneurs Massih and Masood Tayebi, Padres owner Peter Seidler and retired soccer great Landon Donovan, want to bring the stadium back to live and transform it into SoccerCity, a hybrid professional soccer-college football stadium with residences, office space, parkland and an entertainment zone.

Nominate your candidates! Call for Entries: 2018 Golazo International Soccer Award!

“The fact that more than 100,000 people signed the petition in less than two week’s time speaks volumes to the enthusiasm that San Diegans feel for this proposal, which will bring the world’s most popular sport — soccer — to San Diego, and provide a new home for SDSU football, all at no cost to taxpayers,” Nick Stone said.

Because of high maintenance costs, city officials believe the Qualcomm Stadium should stop operating after the 2018 college football season is over.

If close to 72,000 of the signatures prove to be valid, the San Diego City Council would have to either approve the replacement stadium or have voters decide on the stadium’s future in an election.

Until the new stadium is approved and built, San Diego State’s football team is planning to play two seasons in Petco Park.

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Feature image: @SoccerCitySD

 

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

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: LAN Colombia – Global Mind ::: Unilever – Big Sync ::: Axe – 72andSunny :::  JWT – Mirum ::: BridgerConway – Corona :::

  • LAN Colombia

hNStmKLY_400x400LAN Colombia has choosen Global Mind as its Digital Performance Agency. The agency won after competing against several agencies, thanks to its long history of working in the travel and tourism industry. The agency will bring to the table their extensive experience of these industries both in Colombia and throughout the Latin American region. Global Mind will manage performance campaigns for LAN in Colombia, including strategies for SEO, SEM, Display, Remarketing and Programmatic purchase. The goal for the agency is to boost online sales using the latest tools and technologies available in the market, reaching a micro segmentation of audiences to strengthen the knowledge of users and develop specific strategies for each customer segment.

  • Unilever

3407a64e5eef72213e5c55b38479cb74_400x400The global CPG giant is looking to place more attention to the “value of music” in its advertising.For this reason, the company has hired specialist music agency Big Sync as the single supplier for its music services across brands globally. Led by CEO Dominic Caisley, the agency will be responsible for delivering music strategy, licensing services, and amplifying brands’ use of music.Big Sync will work with Unilever’s brand teams and creative agencies to implement strategic planning in the use of music, and Bartsch is confident that new system will deliver enhanced brand performance.Big Sync has been working with Unilever for 18 months, and has already completed 650 global projects, including the Axe campaign featuring a cover of Guns N’ Roses classic track ‘Welcome to the Jungle’.The agency has offices in London, New York and Singapore, and it planning to open further offices in Europe and South American later this year to help match Unilever’s international footprint.

  • Axe

descarga (4)72andSunny has won global creative work for Unilever’s Axe account. which will lead the account out of its Amsterdam office. The agency will begin work immediately. The assignment  will include a “significant global project.” 72andSunny is expected to be leading creative going forward. The review was handled without a consultant.Global creative duties on Axe up to now have been split between BBH in London and New York and Lowe and Partners’ Ponce, Buenos Aries. Unilever will continue to work with other incumbent agencies for Axe. BBH also handles work for Unilever’s Vaseline and Dove Men.The hire comes as Unilever is set to review its massive media buying and planning account.

  •  Mirum

descargaJWT Company has announced the launch of Mirum, a global company made up of 11 digital agencies with 40 offices in 17 countries worldwide. Dan Khabie will serve as CEO of the new company both in North America and globally and will report to Gustavo Martinez, Global CEO of JWT working between the East and Western Coast of United states. Stefano Zunino, Global Digital Manager of JWT will serve as president. Among current clients of the firm are CBRE, Cyrela, DaumKakao, Finnnair, HSBC, revista Luiza, Mazda, Microsoft, Nokia, Petcov, el Consejo de Promoción Turística de Singapur , TD Bank, Walmart and XL, among others. Mirum companies include Digitaria (United States), XM (Asia Pacific), CASA (Brazil), ActivearkJWT (Finland, Sweden, India and the UK) and Twist Image (Canada). Lunchbox (United States), i-Cherry (Brazil), HeathWallace (UK), Quirk (South Africa and UK), Clarus (Mexico) and X-Prime (France) will also be integrated to Mirum. The new company capabilities include strategic advice, creativity, content, user experience, platforms, analytics, knowledge (insights), product development and mobile services. It also has a range of digital retail, media and financial behavior services.

  • Corona

3L4xhFR6_400x400BridgerConway has been chosen by AB InBev group to add the Corona brand to its portfolio. The agency is already working along with Corona on the global initiative, which claims “Find Your Beach”, a concept that “reflects those authentic moments real and significant places that remain in our memory and connect people with their free expression “they explain. BridgerConway has adapted graphic pieces, advertising signs on  public roads, design and production of murals, BTL activations production, content for Social Media and more for the brand’s PDV.

Preprints/FSI’s are major revenue generator for Hispanic newspapers/magazines and also for direct mailers. “Inserts continue to be our biggest revenue generator, in part due to the savings offered to the reader”, says San Antonio Express News/Conexion’s Myrna Cortez. Yet, as Zulema Tijero, Advertising Director at El Tiempo Latino – the Washington DC Hispanic newspaper owned by The Washington Post Company – notes, “it’s a challenge to convince national retailers to run inserts in Spanish Language newspapers unless the retailer has a diversity department and knows the value of placing the insert into local Spanish Papers.“

Trevor Hansen, CEO of San Diego, CA, based Hispanic print placement firm EPMG 360 notes that  “Spanish Language FSI’s are specifically directed to the Spanish-speaking audiences which makes the reader feel more attracted to the sales or offers. “

“En ingles o Español?” What major Advertisers do.

LanguageSpanishEnglishBilingual
BrandLowe's and Home Depot, P&G/News America, Best Buy, Staples, Dish Latino  Target, Sears, OfficeMax, Best Buy, Radio Shack, Valassis and News America coupon books, Petco, Smart Source magazine, local auto dealers, CVS, Toys R’us CVS

Source: Portada Survey Note: The fact that an advertiser is listed in one of the categories (English,Spanish or bilingual) does not mean they do not advertise in  another language
 

Higher Printing costs

From the advertiser’s perspective, it is more expensive to print Spanish-language compared to English-language FSI’s, due to higher costs because of the smaller and separate press runs.Jimmy Holmes, Manager, Advertising Sales, Hearst Multimarket, sells preprint (FSI) advertising for the Houston Chronicle’s La Voz. Holmes tells Portada that the advantage of Spanish-language FSI’s is that you “can control your message better and communicate to the reader more effectively. Most La Voz readers prefer to read in Spanish. However, Holmes adds that retailers have stated that most Spanish-speakers can understand an English FSI if it is a “price and item FSI.”

50/50 Split
According to Myrna Cortez, New Product Development Director at San Antonio Express-News/Conexión/ SACultura.com/Yahoo!, “either Spanish or English works well. “Some clients use the FSIs they print in various markets in order to avoid extra production, and if it's already in Spanish they use it here as well.”

”Retailers would print a Spanish language FSI if time and budget permits.” Washington DC's El Tiempo Latino Zulema Tijero notes that another advantage of Spanish-language FSI’s is that they allow the reader to understand the fine print better. In other words the Disclaimer.”

According to The San Antonio Express News’ Cortez the ratio between English and Spanish FSI is approximately 50/50 in her print media properties. El Tiempo Latino’s Tijero also estimates a similar ratio in her newspaper. 

Relevancy is more than Language.

Larry Berg, Vice President Communications & General Manager, Newspaper at Valassis points out that  'speaking' to Hispanics is not merely an issue of English only or Spanish only.  e're seeing an increase in bilingual messaging across all of our print marketing solutions: FSIs in newspapers and direct mail, door hangers.”
“If we are distributing to a Hispanic customer, the more relevant we can make it for them, the more it will resonate. Not only will they appreciate that, but they'll be more likely to use it.  Language is an important component of appealing to this growing demographic but it is a lot more complex. Real relevancy occurs when you communicate on a deeper level, including offers, images, colors and phrasing that resonates with the needs and wants of the Hispanic lifestyle”, Berg concludes.   

Next Wednesday: Hispanic FSI/Preprints: The view from clients and the link to online-mobile coupons  

As the holiday sales season approaches to its climactic end next Monday, it is an appropriate time to look into the present and future of Hispanic retail advertising. Michelle Azan, Advertising Sales Director of Terra, notes that Wal-Mart ran a holiday campaign over Terra Networks to promote in-store sales and the focal point was the sponsorship of a holiday gift guide with featured products.

Vince Andaloro, president and CEO of Latinpak, notes that Banco Popular door using a  scratch-off offer to pull in consumers to branch McDonalds Door  hanger offering weekly discounts on food products, a  unique coupon for each week lasting several weeks, pulled amazing results.

Challenges: Diverse Audience…

One of the challenges and opportunities for Hispanic retail advertising lies precisely in Hispanic retail advertising resides in the diversity of the Hispanic audience. According to Alicia Morga, CEO of online Ad Network Consorte Media, “simply put, Hispanic retail online advertising needs to be more targeted, because the audience is so diverse.  We've found that advertisers who try a one-size-fits-all approach with the Hispanic market are disappointed with the results.  U.S. Hispanics want to see personalized, targeted marketing messages tailored to their unique needs, language and culture, from a 20-something Mexican-American interested in cars to a California homebuyer who prefers to shop for financial services in Spanish.”

few dollars….

Terra’s Michelle Azan notes that retailers have not committed to online Hispanic advertising anywhere close to how much they have committed to general market online advertising. The "testing" that has been done in the Hispanic online ad space does not

allow for sophisticated tracking, segmentation and ecommerce opportunities. To date, they still have very basic programs – display ads and sponsorships.”

…and more zoning, please

Asked whether Hispanic newspapers have been making progress in improving their zoning capabilities, Rachel Stayduhar, Media Analysis Supervisor of Los Angeles based American Media Communications Group, answers: No, retailers are demanding better targeting all the time, especially the mid-sized clients who don’t have the budget for full run buys, but the Hispanic newspapers (with a few exceptions) are still requesting full run distribution; that’s why in markets like LA, for instance, some advertisers use ADVO or the Pennysaver to reach the Hispanic consumer – they can target to the sub-zip.’

Stayduhar buys pre-prints for major accounts including PETCO, Longs Drug Stores, Michaels, JCPenneys and Aaron Bros.

Get access to  Portada’s Hispanic Marketing and Media Buyer Directory and reach decision makers now!

Related Article: Dec 10, 2007: Newspaper Services of America’s Hispanic Newspaper Business Grows 40% Annually

Torrance, CA based American Communications Group (ACG) has won two new accounts:

Michael's, the arts and crafts retailer has committed to a 36-time preprint program. Michael's currently uses some Hispanic print properties (El Heraldo of Brownsville, TX; and Impacto USA) to advertise and is interested in continuing their Hispanic print program.

Lovitz is a home furnishings retailer with locations all along the West Coast, and in NY/NJ. They have committed to a 39-time preprint plan and ROP advertising. Hispanic allocation is still uncertain.

American Communications Group (ACG). ACG also buys print media for Factory T stores, Armstrong Garden Centers, JC Penney, Dollar Tree, and Petco, as well as Long's Drugstores. To get Portada's Online Directory with detailed contact information of more than 1,000 Leading Agency and Marketing/Advertising decision makers, please click here.

Related Articles:

What you should know about the Spanish-language FSI Market

Advertisers Demand Improved Zoning Capabilities

 

Zoning is especially important to FSI (free standing insert) advertisers, who distribute coupons in FSIs in order to drive traffic to their stores. They usually prefer to advertise in newspapers that are distributed near their stores.

"In the newspaper industry, there is a trend toward using preprints that has been going on for about five years now. I don't have the numbers to back it up, but I would guess that the same is true for Hispanic newspapers," adds Stayduhar.

…and publishers take notice

General market publishers that distribute Hispanic papers in addition to their mainstream editions tend to offer fewer zones for their Hispanic publications than for their English-language dailies. This is mainly due to the higher cost of zoned distribution. El Sentinel, a weekly Spanish-language newspaper with a circulation of 95,000 published by Fort Lauderdale, FL based Sun-Sentinel(Tribune), offers advertisers two zones (Broward county, circ. 70,000 and Palm Beach county, circ. 25,000). Dividing a circulation area in two zones is pretty good for a Spanish-language newspaper. However, the Sun-Sentinel, El Sentinel's parent newspaper, divides its distribution area into 13 zones. El Sentinel advertisers include MoneyGramm, Western Union and Wachovia for run of press advertising (ROP). FSI advertisers include Sears, Home Depot, Office Max, Best Buy and Circuit City.

Spanish-language newspaper publishers are very aware that advertisers want better zoning. Amy Hinojosa, marketing and circulation director at Al Día (Belo Corp.) in Dallas, says that they "already do zoning for preprint advertising and may consider zoning for ROP if there is critical demand on the part of advertisers." Digby Solomon, publisher of Hoynewspapers in Chicago, New York and Los Angeles, says that zoning is very important to insert advertisers. "We will offer it in markets where business is significant enough to support it."

.Retail advertisers often lament the fact that Hispanic newspapers have not developed the ability to zone their editions. "Hispanic newspapers owned by major dailies have been improving their zoning capabilities, but I don't see smaller Hispanic newspapers doing that yet," says Rachel Stayduhar, media buyer at Torrance, CA based American Communications Group (ACG). ACG buys print media for Tower Records, Factory T stores, Armstrong Garden Centers, JC Penney, Dollar Tree, and Petco, as well as Long's Drugstores.

 

Brand

Company

Agency

Period

Vehicle

Comment

CDC

Center for Disease Control

Media Rare

2005

Exploring custom publishing options

The CDC is trying to reach Hispanic parents with children of a certain age

Hanes

Hanes

Lapiz

Fall 2005 through May 2006

Hispanic entertainment and women's magazines

Aims to change perceptions about the brand by showing celebrities wearing new clothes and styles

Food brands

Unilever

Mosaica

Fourth quarter of 2005

National magazines and newspapers

Food products. Other print-heavy brands include Lipton Iced Tea, Dove and Axe.

Free Money Smart Financial Education Program

FDIC

NA

Summer 2005

Newspaper ads in 14 areas: Atlanta, Austin, Boston Chicago, Dallas, Denver, Kansas City, Los Angeles, McAllen, Miami, New York, Puerto Rico, San Antonio and Washington, D.C.

Financial education program. Includes print and radio ads.

Health Insurance Plan

General Electric Consumer Finance

Headquarters Advertising

May 2005

Direct mail (solo-mail) in Houston and Chicago markets last May.

Based on the campaigns results, GE may or may not increase its advertising activity

Many brands

Cendant

Wing Latino

2005

National Spanish-language magazines

Increasing Hispanic media allocation for many of its brands

Petco

Petco

American Communications Group

2006

Uses FSI's for general market and ROP for doggy day care stores and grooming services on a sporadic basis

Pet supplies retailer is evaluating whether to enter the Hispanic advertising market

Target

Target

Haworth Marketing and Media

Ongoing

Fashion and beauty editorial environments, in national magazines

Targeting Women, 18-49

Voy

(Entertainment entrollment product in coop. with tbd partner).

Voy Communications

Black Sheep (media buying Starcom and/or FCB)

Fourth quarter 2005 pilot

Radio, Outdoor, print and direct marketing. (Direct mail (solo mail) and Internet (e-blasts), main components).

Campaign will target bilingual and English-dominant Hispanics. Depending on the pilot's results, Voy will expand its campaign in 2006.

Zorro (movie)

Sony Entertainment

MCann Ericsson

Summer and Fall 2005

National magazines, Hispanic newspapers in 100 markets

Buys Hispanic media for movies which are popular among Hispanics as well as for movies with lead actors of Hispanic background.

“Hispanic newspapers owned by major dailies have been improving their zoning capabilities, but I don't see smaller Hispanic newspapers doing that yet,” says Rachel Stayduhar, media buyer at Torrance, CA based American Communications Group (ACG). ACG buys print media for Tower Records, Factory T stores, Armstrong Garden Centers, JC Penney, Dollar Tree, and Petco, as well as Long's Drugstores.

Zoning is especially important to FSI (free standing insert) advertisers, who distribute coupons in FSIs in order to drive traffic to their stores. They usually prefer to advertise in newspapers that are distributed near their stores.

“In the newspaper industry, there is a trend toward using preprints that has been going on for about five years now. I don't have the numbers to back it up, but I would guess that the same is true for Hispanic newspapers,” adds Stayduhar.

…and publishers take notice.

General market publishers that distribute Hispanic papers in addition to their mainstream editions tend to offer fewer zones for their Hispanic publications than for their English-language dailies. This is mainly due to the higher cost of zoned distribution. El Sentinel, a weekly Spanish-language newspaper with a circulation of 95,000 published by Fort Lauderdale, FL based Sun-Sentinel (Tribune), offers advertisers two zones (Broward county, circ. 70,000 and Palm Beach county, circ. 25,000). Dividing a circulation area in two zones is pretty good for a Spanish-language newspaper. However, the Sun-Sentinel, El Sentinel's parent newspaper, divides its distribution area into 13 zones. El Sentinel advertisers include MoneyGramm, Western Union and Wachovia for run of press advertising (ROP). FSI advertisers include Sears, Home Depot, Office Max, Best Buy and Circuit City.

Spanish-language newspaper publishers are very aware that advertisers want better zoning. Amy Hinojosa, marketing and circulation director at Al Día (Belo Corp.) in Dallas, says that they “already do zoning for preprint advertising and may consider zoning for ROP if there is critical demand on the part of advertisers.” Digby Solomon, publisher of Hoy newspapers in Chicago, New York and Los Angeles, says that zoning is very important to insert advertisers. “We will offer it in markets where business is significant enough to support it.”

Chula Vista (California) based Diario Latino (Healy Media Inc., circ. 20,000, daily, Spanish) expanded its circulation to Vista, Oceanside, Escondido and San Marcos, completing the newspaper's circulation throughout

San Diego County. The newspaper, launched in October 2003, also expanded its editorial content to better accommodate the needs of its readers and advertisers. New content will include the weekly Al Volante section, dedicated to the automobile industry, the monthly Nuestra Casa section, focusing on the real estate market, as well as the San Diego Padres Petco Park Supplement. News sections on Immigration, Technology, Health and Education have also been added. In the next few months two more special sections called Destino 2004 and Tu Voto Cuenta, focusing on the upcoming elections, will be added. Diario Latino recently earned its first national advertising account: Wells Fargo.