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What: A summary of the most relevant consumer insight research in the US, US Hispanic, and Latin American markets.
Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.

 

  • The National Retail Federation has reported that holiday sales in 2018 weren’t as good as expected. Just after the U.S. Commerce Department announced retail sales for December fell 1.2%, NRF said holiday sales were up just 2.9%, while the expected rise was 4.3-4.3%. Online sales were up 11.5%, while the organization predicted growth of between 11 and 15%.

 

  • RSA Security LLC surveyed over 6,000 adults in Europe and America to evaluate changing attitudes towards data, privacy, and personalization. According to the results, 59% of consumers believe that personalization to create tailored newsfeeds is unethical, and only 48% of consumers believe there are ethical ways companies can use their data.

 

  • According to MBLM‘s 2019 Brand Intimacy Study, brand intimacy is the emotional science that measures the bonds consumers form with the brands they love. In the latest ranking, Disney overtook Apple, and Amazon came in third. The remaining brands in the top 10 were: Chevrolet, Netflix, Harley-Davidson, PlayStation, YouTube, Ford, and Chick-fil-A. Millennials and users aged 35–54 were more intimate with media & entertainment brands, whereas users aged 54-64 did not have any brands from this category in their top five. Millennials selected YouTube as their top brand, while the age groups from 35-54 and 54-64 both selected Amazon.

 

  • According to a Ipsos poll conducted on behalf of Welltok, 64% of employed Americans feel stressed at work. A third (33%) said that work stress is negatively impacting their life and 35% have seriously considered changing their work situation due to stress. Even though 65% believe companies should be helping employees handle or reduce workplace stress, only 33% say that their employer offers them tools and resources to help them reduce work stress.

 

 

 

What: We looked at the top 15 online retail sites visited by shoppers in the U.S. in December of 2018 and how they scored in numbers of visitors.
Why it matters: In spite of disappointing comparable store sales in December, the Macy’s website racked up a strong finish to the year, moving up two places in overall share of total visits to the top 15 sites ranked by comScore. Walgreens managed to make it into the top 15 rankings.

Number of visitors to the Top 15 e-commerce sites in the U.S., December 2018
Total Audience, Home and Work, PC/Laptop1,071,628
SiteTotal Unique Visitors*
Amazon Sites206,103
Wal-Mart131,911
eBay109,423
Target Corporation79,098
Apple.com Worldwide Sites72,845
Kohl’s Corporation59,074
ETSY.COM55,970
Best Buy Sites55,000
Samsung Group51,953
Macy’s Inc.46,123
WISH.COM45,056
The Home Depot, Inc.45,056
Ticketmaster43,605
Wayfair38,194
Walgreen Co.32,217

Source: comScore
*Numbers reported as shown

Macy’s comparable store sales disappointed in December of 2018, but online, the retailer moved up three rankings among the top 15 most-visited sites in the U.S. compared to the prior month. Analysts reported last month that Macy’s missed its predicted sales, clocking in a 1.1% comp sales increase for the nine-week holiday period, almost a full percentage point below expectations.

Online, however, the retailer saw nearly a half percentage point in increased visits over November, moving to 10th place among the top 15 sites analyzed in overall visits compared to 13th place in November. Kohl’s also saw a comparable store sales increase of 1.2% in the November-December period, but Kohl’s managed to maintain its 5th place in the comScore rankings.

Etsy, the e-commerce website dedicated to handmade or vintage items, surged in the rankings from 9th place in November to 7th place in December.

  • Amazon held fast to its first-place ranking in the top 15 sites, with 19.2 percent of all site visits, an increase over the 18.8 percent in November.
  • Amazon saw an increase in visitors to its site of just over 4,000 in December.
  • Target managed to edge out Apple for fourth place in the rankings. Apple’s overall share of site visits dropped from 7.6 percent in November to 6.8 percent in December.
  • The Home Depot also suffered a decrease in positioning, dropping to 12th place in December from 10th place in November.
  • Lowe’s Home Improvement dropped out of the top 15 most visited sites in the US in December, and Walgreen’s made it into the top 15, taking 15th
  • Etsy moved up to seventh place in the rankings in December from ninth place in November, increasing its percentage share of all visits to the top 15 sites from 4.6 percent in November to 5.2 percent in December.
  • eBay maintained second place in the rankings and won a slight increase in visitors over the month of November.

What: Marriott International has selected Publicis Groupe’s SapientRazorfish and Spark Foundry as its AOR to handle global media business.
Why it matters: With 30 brands and 6,500 hotels worldwide, Marriott has had to rethink its media needs and is no longer working with MEC, the agency that handled Marriott’s media business since 2011.

Marriott International, Inc. has announced in a press release the appointment of Publicis Groupe’s SapientRazorfish and Spark Foundry as its agency of record to handle its global media business, overseeing media planning and buying.

The appointment closes a review that started last October to rethink Marriott’s media needs after its acquisition of Starwood Hotels & Resorts. Publicis Groupe will create a dedicated media unit called Marriott One Media, which will work with Marriott’s internal media teams at a global level.

“We are excited to welcome Publicis Groupe in their new, expanded role, and work together to break new ground,” said Karin Timpone, Global Marketing Officer of Marriott International. “I also want to thank Wavemaker who has provided valuable strategic guidance in media, successfully working with us to launch several award-winning campaigns.”

After the merger with Starwood, Marriott grew to 30 brands with 6,500 hotels in 127 countries. According to Kantar, the company spent $155 million on U.S. measured media in 2017.

“This is a rare opportunity to reimagine our marketing practices in the digital age, and we are confident that Publicis Groupe will help us achieve this vision,” added Timpone. “We’re combining our forces to develop cutting-edge marketing tactics that speak to individual guests worldwide. This personalization at scale will provide enormous value to our business.”

 

 

 

 

What: Whatsapp has launched a separate app, meant to help small businesses to connect better with clients.
Why it matters: According to Forbes Mexico, 82% of Mexican small businesses using WhatsApp agree that the app helps them to communicate with clients, while 65% percent think it contributes to their business’ growth. For now, the app is available only in the US, Mexico, the UK, Italy, and Indonesia.

“WhatsApp was built for people and we want to improve the business experience,” posted the company on its blog when they announced the new app launch. “For example, by making it easier for businesses to respond to customers, separating customer and personal messages, and creating an official presence.”

The app was designed with several tools in mind, to help companies and users interact easily. Business profiles, automatic messages, and statistics are some of the features included, and it is already available to download for free on android devices.

 

 

 

A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

Entravision Communications Corporation announced that it has become a member of the Interactive Advertising Bureau (IAB) trade association.
Accedo today revealed that it is behind the Watch AFL™ video streaming service that FOX SPORTS launched globally in early February across mobile iOS and Android devices, as well as Chromecast or AirPlay on Apple TV.

Portada‘s 2017 Online Marketing Guide is out! Download it for free and get the latest in opportunities and challenges in the industry, video ad market forecasts and video audience development.

Facebook announced an update to WhatsApp that allows users to share photos and videos through the app’s status area that is also protected by end-to-end encryption.
According to Headway, advertisers utilizing their mobile advertising platform, Mobrain, are noting higher performance as well as greater protection against mobile app fraud with Mobrain’s Genius tool.
YouTube confirmed that it will stop supporting 30-second unskippable ads starting in 2018 so that it can focus on more engaging commercial formats.
Online video company Ooyala has laid off about 14% of its total workforce amid a restructuring that will open up jobs focused on new product areas.

Cloud-native idea management and licensing company Wazee Digital announced a technology partnership with Paladin, the enterprise platform for next-generation media companies, through which they will will use Paladin’s Rights Monitor toolset to strengthen digital rights management (DRM) services on YouTube for key rights holders and content partners, including major college sports organizations.

According to AdColony in association with Millward Brown, videos that include subtitles were found to perform 9.9% better in brand awareness than those without.

Tinder announced an acquisition of Wheel, a video startup whose primary offering resembles Snapchat’s Stories.

LATAM MARKET

Zoomin.TV announced that their Multiplatform Network (MPN) is now available in Brazil, including 500 digital influencers in the country on YouTube. According to the company, they sum up more than 30 million subscribers and 300 million monthly views.
Zoomin.TV also announced the launch of Zoomin Studios, a new division that will create innovative content for a global audience.
According to Kantar Ibope Media’s latest research, R$5.7bn (£1.47bn) was invested in digital media advertising in Brazil in 2016, while total ad spend in Brazil had decreased by 1.6% in 2016 compared to 2015.
According to Hootsuite, Brazilians and South Africans spend more time than any other country’s population surfing the web. Both spend about 5 hours per day online.

In a new report, Portada estimates that the Hispanic Online Video Ad market volume will climb to US $450 million by 2020. Particularly high growth is to be expected by branded content videos. Among video ad-tipes, in-stream will continue to have the largest share, although out-stream will grow at a higher rate.

Software-defined video solutions company Elemental Technologies has announced that Brazilian Globo.com has selected its video processing solutions to power its new 4K video-on-demand (VOD) services.

What: San Francisco based social media platform Peekshare is bringing disappearing photo sharing to the rapidly growing mobile market in Latin America through an app.
Why it matters: The company is officially making the app available on the Play Store this week and is preparing for a major marketing push by the end of the month.

8LxlXMSJ_400x400Peekshare, a San Francisco based social media platform with a unique spin,  is bringing disappearing photo sharing to the rapidly growing mobile market in Latin America in a uniquely private, efficient, and easy to use app.

The company aims to target a market that is hyper-sensitive to data usage and app efficiency, and is running Android devices that are far less advanced than users in North America and Europe, thus creating a market opportunity.

Peekshare apps UI and navigation is counter to that of Snapchat, many users in Latin America are very skeptical of gesture-based navigation and in many cases Snapchat will not run properly.

“The idea of your own messages disappearing shortly after sending them to your friends and your own images disappearing after only 24 hours with all those precious views (and in our case likes) we’ve found also create a lot of skepticism,” said people from Peekshare.

The company is officially making the app available on the Play Store next week and is preparing for a major marketing push by the end of the month.

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

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

Join us at PORTADA Mexico!

For prior Changing Places editions, click here.

AAEAAQAAAAAAAAMpAAAAJDlkZDNmNDY0LWUzN2YtNDE2NS1hNjM2LTA0OTk5ODljYmZjYgTammy Soares has been promoted to president of digital customer engagement at agency Rosetta. She was most recently executive VP at the agency, overseeing its Western region. Soares will report to Shannon Denton, CEO of Razorfish Global North America. Both Rosetta and Razorfish are part of Publicis Groupe.

 

7pZwoUM__400x400Comunicad, LLC a full-service, cross-cultural public relations and marketing communications agency based in Arlington, VA, has announced the appointment of new staff :

 

 

2ba3af1Shalimar Alio was named senior account executive. Alio comes from the Congressional Hispanic Caucus Institute (CHCI) where she was the senior manager with the strategic communications and events department. Alio, who previously worked at Comunicad, has more than 10 years of experience developing partnerships while leading communications campaigns and event logistics. She was recently accepted to Georgetown University’s Master in Public Relations and Corporate Communications program, is a graduate from the American Express Leadership Academy in partnership with the Center for Creative Leadership, has a Graduate Certificate in Marketing from Georgetown University, and holds a BA in communications from the University of Sacred Heart in Puerto Rico.  At Comunicad, Alio will oversee strategy and development for national clients with creative solutions for their community development campaigns, stakeholder engagement and programs.

Jossie-Flor-SapunarJossie Flor Sapunar named account executive. Sapunar comes to Comunicad from the League of United Latin American Citizens (LULAC). Sapunar led an innovative media approach and effective digital campaigns as LULAC’s new media and publications manager. As account executive at Comunicad, Sapunar will assist with leading the media relations and digital marketing objectives for national clients, integrating her expertise in graphic design and content development. Sapunar holds a BA in International Studies and Spanish from the Johns Hopkins University.

Ileana-RuizIleana Ruiz has also joined the media relations team at Comunicad. Ruiz was previously with the communications department at the US Census Bureau. At Comunicad, Ruiz provides support on publicity, outreach, content development and social media efforts. Ruiz holds a MA in communications and public relations from the Sacred Heart University in Puerto Rico and a BA in marketing from Universidad de Puerto Rico.

 

 

descarga (1)Marysol Castro will be the host of ESPN’s Premier Boxing Champions telecasts. The boxing series premieres on Saturday, July 11 at 9 p.m. Castro most recently was a news anchor at WPIX New York. Prior to that she had on-air roles at CBS’s The Early Show and ABC’s Good Morning America.

 

descarga (2)Arthur Sadoun, global CEO of Publicis Worldwide, was given additional oversight of MLGroup, the holding company’s public relations and experiential agency unit. He replaces OLIVIER FLEUROT, who was given a new role as senior VP at Publicis Groupe. Sadoun, 44, has been working his way up the Publicis ladder since joining the company in 2006. He has also served as managing director of Publicis Worldwide and prior to that as CEO of Publicis France.
descarga (3)Glen Tacinelli has been named general sales manager at 77 WABC Radio in New York, a Cumulus Media station. For the past seven years, he managed Eastman Radio’s New York office, representing radio stations in over 137 markets across the country and heading up a sales team. He has also held management positions at consumer research company Arbitron, which was acquired and merged into Nielsen.

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What: Advertising company Publicis Groupe is acquiring Sapient, a digital agency and communications company, for US $3.7 billion in an all-cash transaction. Publicis is also creating Publicis.Sapient, a new organization that will house all of Publicis’ digital and technology-focused assets including Razorfish, Rosetta and DigitasLBIs.
Why it matters: Sapient will help Publicis go deeper into digital offerings and online activities, and bounce back from its failed attempt to merge with Omnicom Group Inc. The acquisition fullfils Publicis’ goal of deriving 50% of its revenues from digital marketing and technology services. Publicis recently announced a 20% investment in performance marketing firm Matomy. Sapient owns Hispanic and Latam ad shop La Comu.

descarga (1)After a failed attempt to merge with rival Omnicom Group Inc., advertising company Publicis Groupe will acquire Sapient, a digital agency and communications company, for US $3.7 billion in an all-cash transaction . This is Publicis’s second acquisition in less than a month after acqacquiring programmatic platform RUN and and taking a 20% position in performance marketing company Matomy Media.

Both companies’ boards have approved the offer  and Alan Herrick , CEO of Sapient, will become CEO of the new Publicis.Sapient  that will house all of Publicis’ digital and technology-focused assets — including Razorfish, Rosetta and DigitasLBI — and be focused exclusively on digital transformation.This is the first time also, that all Publicis’s digital assets and digital agencies are line up under a whole unit.

Sapient stockholders will receive US $25 in cash for each share. Publicis is paying 19.2 times Sapient’s earnings before interest, taxes, depreciation and amortization. That compares with a multiple of 14.5 times for similar targets over the past five years, according to Bloomberg.

“This deal dramatically changes the profile of our group. We will get access to new revenue streams and markets. We’ve been investing for many years in digital capabilities for one simple reason: it’s the future,” Publicis CEO Maurice Levy said.

Publicis will finance the purchase with cash and borrowings, without selling shares as the company received a firm financing commitment from Citigroup Inc. The transaction is expected to be completed in the first quarter of 2015.

A shift in Strategy

Publicis is pushing the company deeper into digital offerings following a shares decline of 17% this year. Sapient, owner of SapientNitro, a leading digital advertising agency, would push Publicis further into online activities. Publicis will add nearly 13,000 Sapient people to its existing staff of 62,000, and many of them are experts in everything digital, including designing websites, coding and analyzing data to better target ads to consumers.

Through its Global Markets division, which serves industries such as banking, energy and finance, Sapient has an existing consulting practice that may extend to other categories and provide advisory services around marketing technology and strategy. Publicis is shifting the majority of its digital activities to the newly created Publicis.Sapient, including DigitasLBI, Razorfish and Rosetta.SapientNitro’s biggest clients includes Unilever, Vail Resorts, and Queensland Tourism. Sapient employs about 13,000, and its 2013 gross revenues were US $1.3 billion. Net profits were about US $77 million. As of 2013, about 70% of its business came from its digital agency, SapientNitro. Another 25% was attributed  to Sapient Global Markets, serving the capital and commodity market needs of clients in the financial and energy industries.

It will also give Publicis Groupe access to new markets and creating new revenue streams. This acquisition fulfills many of Publicis Groupe’s objectives

“Sapient is a ‘crown jewel,’ that will  give Publicis Groupe access to new markets and creating new revenue streams. This acquisition fulfills many of Publicis Groupe’s objectives: we will enhance our leadership position in digital, achieve our goal of deriving 50% of our revenues from digital and technology three years ahead of our 2018 plan, and leverage technology, consulting capabilities to expand in new verticals, and offering new and exciting opportunities to our talents,” Levy said in a statement this morning.

“What we will do over time is expand the vertical consulting presence within Publicis.Sapient in order to cross-pollinate, in order to feed the other pieces of Publicis.Sapient and have deep expertise in vertical segments in which we operate to help clients construct solutions to take advantage of opportunities. You’ll see us both deepen as well as expand the types of consulting we do,” said Sapient CEO Alan Herrick.

 

What: Facebook  buys Instant Messaging Services WhatsApp for US $19 billion in cash and stock.
Why it matters: WhatsApp is a wildly popular mobile messaging services in many parts of the world, particularly in the U.S. Hispanic market, Latin America and Spain, where its users often use  the verb “guatsapear” to refer to the action of communicating through the application.  WhatsApp has more than 450 million user. With the purchase Facebook considerably expands its clout in the all-important mobile media sector. In addition, Facebook snaps a very significant asset from competitor Google who is trying  to expand in the  mobile space.  WhatsApp is a service free of advertising. A WhatsApp founder said that the service will continue to operate without advertising.

Facebook - WhatsApp -Social Networking giant Facebook announced the acquisition of the instant messaging app WhatsApp for US $ 19 billion, according to information submitted to the Security and Exchange Commission (SEC). The purchase will be financed with a partial payment in cash as well as shares of the social network. According to the Associated Press, Facebook has announced that it will pay US $12 million in shares and about US$ 4 million in cash for WhatsApp. In addition, the transaction includes US $3 billion in restricted stock units to be granted to WhatsApp’s founders and employees over four years.

WhatsApp now lets users send photos, videos, and audio messages, as well as share their location using their phone’s built-in GPS. It also supports group chats, something SMS messages were never able to do, and lets users broadcast important messages to huge lists of contacts – though it’s up to them to define what qualifies as important.

The social network, which turned 10 earlier this month, said it would keep WhatsApp, with its’ 45o million users base, as a separate service, as it did with Instagram.

Will WhatsApp now carry advertising?

WhatsApp, an application available for iOS, Blackberry, Windows Phone, Android and Symbian, was founded by the Ukrainian Jan Koum and NorthAmerican Brian Acton, who worked together in Yahoo! for more than 20 years before becoming independent. The startup was released in 2009 in Silicon Valley (California), before smartphones boom. Nowadays,it is competing against messaging line and WeChat.Koum is the CEO of the firm, which last December recorded 7 million inbox messages and 11.000 outbox messages in just one day. The communication service has more than 450 million monthly active users worldwide and over 320 million daily active users.

The application’s co-founders have a principle of avoiding advertising in the messaging service, WhatsApp official site highlighted. “We know we could do what most people try to avoid each day, that is to avoid publicity,” says the site.

Nobody wakes up excited to see more advertising and certainly no one goes to bed thinking of the ads that will see tomorrow. We know that people go to bed thinking about who has sent messages that day.

90% of Facebook sales come from ads. Last fall, Mark Zuckerberg’s social network placed advertisements in the Instagram service, acquired in 2012.

Zuckerberg’s excitement

Mark Zuckerberg, the founder of the popular social network, expressed his excitement about the acquisition through his Facebook account:“I’m excited to announce that we’ve agreed to acquire WhatsApp and that their entire team will be joining us at Facebook. Our mission is to make the world more open and connected. We do this by building services that help people share any type of content with any group of people they want. WhatsApp will help us do this by continuing to develop a service that people around the world love to use every day.

WhatsApp is a simple, fast and reliable mobile messaging service that is used by over 450 million people on every major mobile platform. More than 1 million people sign up for WhatsApp every day and it is on its way to connecting one billion people. More and more people rely on WhatsApp to communicate with all of their contacts every day,” Zuckerberg said. “WhatsApp will continue to operate independently within Facebook. The product roadmap will remain unchanged and the team is going to stay in Mountain View. Over the next few years, we’re going to work hard to help WhatsApp grow and connect the whole world. We also expect that WhatsApp will add to our efforts forInternet.org, our partnership to make basic internet services affordable for everyone.

WhatsApp will complement our existing chat and messaging services to provide new tools for our community.I’m looking forward to what Facebook and WhatsApp can do together. I know that we both share the vision of making the world more open and connected.” He added.

Update

Brian Acton Brian, one of the founders, has just published in the Whatsapp blog that the company will continue providing the service without advertising and it will remain unchanged for users.

Latin America

According to Jana Mobile , 63% of instant messaging users in Brazil also use WhatsApp and 78% of users in Mexico do too.

What: Facebook  buys Instant Messaging Services WhatsApp for US $19 billion in cash and stock.
Why it matters: WhatsApp is a wildly popular mobile messaging services in many parts of the world, particularly in the U.S. Hispanic market, Latin America and Spain, where its users often use  the verb “guatsapear” to refer to the action of communicating through the application.  WhatsApp has more than 450 million user. With the purchase Facebook considerably expands its clout in the all-important mobile media sector. In addition, Facebook snaps a very significant asset from competitor Google who is trying  to expand in the  mobile space.  WhatsApp is a service free of advertising. A WhatsApp founder said that the service will continue to operate without advertising.

Facebook - WhatsApp -Social Networking giant Facebook announced the acquisition of the instant messaging app WhatsApp for US $ 19 billion, according to information submitted to the Security and Exchange Commission (SEC). The purchase will be financed with a partial payment in cash as well as shares of the social network. According to the Associated Press, Facebook has announced that it will pay US $12 million in shares and about US$ 4 million in cash for WhatsApp. In addition, the transaction includes US $3 billion in restricted stock units to be granted to WhatsApp’s founders and employees over four years.

WhatsApp now lets users send photos, videos, and audio messages, as well as share their location using their phone’s built-in GPS. It also supports group chats, something SMS messages were never able to do, and lets users broadcast important messages to huge lists of contacts – though it’s up to them to define what qualifies as important.

The social network, which turned 10 earlier this month, said it would keep WhatsApp, with its’ 45o million users base, as a separate service, as it did with Instagram.

Will WhatsApp now carry advertising?

WhatsApp, an application available for iOS, Blackberry, Windows Phone, Android and Symbian, was founded by the Ukrainian Jan Koum and NorthAmerican Brian Acton, who worked together in Yahoo! for more than 20 years before becoming independent. The startup was released in 2009 in Silicon Valley (California), before smartphones boom. Nowadays,it is competing against messaging line and WeChat.Koum is the CEO of the firm, which last December recorded 7 million inbox messages and 11.000 outbox messages in just one day. The communication service has more than 450 million monthly active users worldwide and over 320 million daily active users.

The application’s co-founders have a principle of avoiding advertising in the messaging service, WhatsApp official site highlighted. “We know we could do what most people try to avoid each day, that is to avoid publicity,” says the site.

Nobody wakes up excited to see more advertising and certainly no one goes to bed thinking of the ads that will see tomorrow. We know that people go to bed thinking about who has sent messages that day.

90% of Facebook sales come from ads. Last fall, Mark Zuckerberg’s social network placed advertisements in the Instagram service, acquired in 2012.

Zuckerberg’s excitement

Mark Zuckerberg, the founder of the popular social network, expressed his excitement about the acquisition through his Facebook account:“I’m excited to announce that we’ve agreed to acquire WhatsApp and that their entire team will be joining us at Facebook. Our mission is to make the world more open and connected. We do this by building services that help people share any type of content with any group of people they want. WhatsApp will help us do this by continuing to develop a service that people around the world love to use every day.

WhatsApp is a simple, fast and reliable mobile messaging service that is used by over 450 million people on every major mobile platform. More than 1 million people sign up for WhatsApp every day and it is on its way to connecting one billion people. More and more people rely on WhatsApp to communicate with all of their contacts every day,” Zuckerberg said. “WhatsApp will continue to operate independently within Facebook. The product roadmap will remain unchanged and the team is going to stay in Mountain View. Over the next few years, we’re going to work hard to help WhatsApp grow and connect the whole world. We also expect that WhatsApp will add to our efforts forInternet.org, our partnership to make basic internet services affordable for everyone.

WhatsApp will complement our existing chat and messaging services to provide new tools for our community.I’m looking forward to what Facebook and WhatsApp can do together. I know that we both share the vision of making the world more open and connected.” He added.

Update

Brian Acton Brian, one of the founders, has just published in the Whatsapp blog that the company will continue providing the service without advertising and it will remain unchanged for users.

lacomu.2Two weeks ago SapientNitro announced the acquisition of the creative agency La Comunidad. “La Comu” has offices in Buenos Aires, Argentina, and in Miami, US. The agency was founded in 2000 by the Mollá brothers. Currently, Gastón Legorburu is the Worldwide Chief Creative Officer coming from SapientNitro.  Portada interviewed José Mollá & Joaquín Mollá, Co-founders and Co-chief Creative Officers, about the recent transaction and the agency’s future.

lacomu3Portada: How are you going to work under Sapient’s new ownership?

José y Joaquín Mollá: “La Comunidad is going to have all the technological support of SapientNitro, but it’s going to continue working as always, with José and Joaquín in charge of the day-to-day decisions and the direction of the agency.”

Portada: With which clients are you going to work in Latin America and  the U.S. Hispanic Market?

José y Joaquín Mollá: “This agreement opens many possibilities for La Comunidad in the future, but none of our actual clients will change.In the Multicultural market we keep working with Time Warner Cable, Corona Extra, Modelo Especial, Victoria and Kraft.In the General market we still work with various Beam brands like Sauza, Sauza 901 and Hornitos. In Latin America we keep working with Converse, Apple, MTV and DIAGEO.”

 

lacomuPortada: Who will be in charge of these clients in Latin America and the U.S. Hispanic Market?

José y Joaquín Mollá: “Depending on the project and the client, it will be La Comunidad Buenos Aires, which will still be managed by Nestor Ferreyro, Ramiro Raposo and Fernando Sosa. They are going to manage accounts like Rolling Stone and Diageo for Latin America, and La Comunidad Miami will keep on working with Apple, Beam and Converse. The U.S. Multicultural and General market brands will be done in La Comunidad Miami. Our offices in both countries will participate in global projects.”

Portada: What are the plans for this year? And the World Cup?

José y Joaquín Mollá: “This is going to be a key year for us because this alliance opens up many possibilities when it comes to emerging technologies and in the innovation we will offer our clients, as well as the possibility of interacting with other global brands.For the World Cup we are working on some ideas for the United States and also for Latin America.”

Some of La Comunidad´s work

lacomu.2Two weeks ago SapientNitro announced the acquisition of the creative agency La Comunidad. “La Comu” has offices in Buenos Aires, Argentina, and in Miami, US. The agency was founded in 2000 by the Mollá brothers. Currently, Gastón Legorburu is the Worldwide Chief Creative Officer coming from SapientNitro.  Portada interviewed José Mollá & Joaquín Mollá, Co-founders and Co-chief Creative Officers, about the recent transaction and the agency’s future.

lacomu3Portada: How are you going to work under Sapient’s new ownership?

José y Joaquín Mollá: “La Comunidad is going to have all the technological support of SapientNitro, but it’s going to continue working as always, with José and Joaquín in charge of the day-to-day decisions and the direction of the agency.”

Portada: With which clients are you going to work in Latin America and  the U.S. Hispanic Market?

José y Joaquín Mollá: “This agreement opens many possibilities for La Comunidad in the future, but none of our actual clients will change.In the Multicultural market we keep working with Time Warner Cable, Corona Extra, Modelo Especial, Victoria and Kraft.In the General market we still work with various Beam brands like Sauza, Sauza 901 and Hornitos. In Latin America we keep working with Converse, Apple, MTV and DIAGEO.”

 

lacomuPortada: Who will be in charge of these clients in Latin America and the U.S. Hispanic Market?

José y Joaquín Mollá: “Depending on the project and the client, it will be La Comunidad Buenos Aires, which will still be managed by Nestor Ferreyro, Ramiro Raposo and Fernando Sosa. They are going to manage accounts like Rolling Stone and Diageo for Latin America, and La Comunidad Miami will keep on working with Apple, Beam and Converse. The U.S. Multicultural and General market brands will be done in La Comunidad Miami. Our offices in both countries will participate in global projects.”

Portada: What are the plans for this year? And the World Cup?

José y Joaquín Mollá: “This is going to be a key year for us because this alliance opens up many possibilities when it comes to emerging technologies and in the innovation we will offer our clients, as well as the possibility of interacting with other global brands.For the World Cup we are working on some ideas for the United States and also for Latin America.”

Some of La Comunidad´s work

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.

Visa- FIFA – Global ::: La Comunidad – SapientNitro :::  Pepitos – Argentina ::: Globant – Argentina ::: Fiat y Alfa Romeo – Made ::: Viva! Absolut Vodka – Doblevida ::: Renault Mégane – Publicis

VISA – FIFA – Global

Soccer governing body FIFA signed a new accord with Visa Inc. (V) through 2022, extending their agreement.  The world’s biggest bank-card network is the fifth FIFA partner to commit to both the 2018 and 2022 World Cups, following Adidas AG (ADS), Coca-Cola Co., Hyundai-Kia and Anheuser-Busch InBev NV. Visa joined FIFA’s roster of sponsors following a dispute between the soccer body and its previous credit card sponsor MasterCard that was only settled after FIFA agreed to pay US $90 million in compensation.

La Comunidad – Argentina / US

SapientNitro, a division of Sapient, has announced the acquisition of the creative Argentinean agency La Comunidad, founded by José y Joaquín Mollá. The agency has worked for Converse, Volkswagen, MTV, Virgin Mobile, Sony and Corona, among other brands. Currently, Gastón Legorburu is the worldwide chief creative officer.

Pepitos – Argentina

Pepitos! has launched for the Summer Season a new app called Scan Fun. The new app allows clients to scan the cookies and win tablets, longboards, headphones and a trip to Orlando for four people.

Globant – Argentina

Globant, the Argentinean software producer, has announced new clients: Bally Technologies and Embraer. The company also said it will continue with its expansion in Latam. Other clients include: Electronic Arts, National Geographic, LinkedIN and Coca Cola.

Fiat – Alfa Romeo – Mexico 

Made, the Mexican creative agency leaded by Yosu Arangüena and Cristian Rocha, will work with Fiat and Alfa Romeo in the country.

Viva! Absolut Vodka – Mexico

Viva! Absolut Vodka is one of the new clients of the digital agency Doblevida. The agency will be in charge of the digital actions of the brand.

Renault Mégane – Spain

Publicis is in charge of the new campaign for the Renault Mégane. The campaign will be featured under the concept “Los copilotos no ayudan, Renault Mégane sí”. The campaing includes TV, print media and out door advertising.

whatsappWhatsApp has announced its 250 million monthly active users, according to The Wall Street Journal.

WhatsApp launched 4 years ago and spends no money marketing itself. WhatsApp thinks the big reason of the popularity of their app is that they allow their users to message one another without paying high fees for text messages. The App is available for the iPhone, Android devices, BlackBerry and Windows Phone among others.

“WhatsApp’s growth is of concern to many other companies. That includes telecom carriers that make huge profits billing for text messages as well as Facebook FB -2.49% whose traffic relies in part on users trading messages with one another”, said The Wall Street Journal in the article.

WhatsApp has announced its 250 million monthly active users, according to The Wall Street Journal.

whatsappWhatsApp launched 4 years ago and spends no money marketing itself. According to WhatsApp, the main  reason for the popularity of the app is that it allows its  users to message one another without paying high fees for text messages. The App is available for iPhone, Android devices, BlackBerry and Windows Phones.

“WhatsApp’s growth is of concern to many other companies. This includes telecom carriers that make huge profits billing for text messages as well as Facebook FB -2.49% whose traffic relies in part on users trading messages with one another”, the The Wall Street Journal noted.

WhatsApp processes more than 18 billion messages per day and is bigger than Twitter, claims company co-founder and CEO Jan Koum. However, the mobile messaging app has no plans to market its platform through advertising.

“We have an anti-advertising policy and we’re proud of it. Who likes to see ads? We are so bombarded by ads in our daily life that we feel that smartphones are not the place for them,” said Koum.

“Our phones are so closely connected to us, to our lives. Putting advertising on this kind of device is a bad idea. No one wants to be interrupted with ads when they are talking or chatting with their loved ones.”

The executive shared his thoughts during an online conference on Tuesday that was followed in several cities. The conference was organized by All Things D, in New York, and streamed by D: Dive Into Mobile.

Koum admitted that the company does have a strategy to earn more revenue, but he insisted it bypasses the advertising market. As the number of people with access to an Internet-connected phone increases, it will become “extremely easy to monetize the application,” he said.

“We are looking at a world that will have billions of phones. And once that happens, it will become extremely easy to gain financial benefit. But a lot more people need to join the smartphone revolution and a larger number will need to buy more goods via their phones,” he added.

WhatsApp currently offers SMS service at a cost of $0.99 cents beginning with the second year of use, since the first year is free (with subscription depending on the OS). The app allows users to exchange unlimited messages without having to pay for SMS.
“We want a great product and a great experience for the user,” said Koum.

“WhatsApp is now bigger than Twitter, which claims to have 200 million monthly active users. We are processing eight billion incoming messages and 12 billion outgoing messages,” said Koum during the online conference, which was also attended by Google and Facebook executives.

The application, which was launched in 2009, seems to have no boundaries thanks to its immediacy, scope, and almost-free format. It’s no wonder that companies such as Google and Facebook have openly expressed their interest in buying the company, but WhatsApp has said it is not in any talks to sell.

Translated by Candice Carmel

WhatsApp processes more than 18 billion messages per day and is bigger than Twitter, claims company co-founder and CEO Jan Koum. However, the mobile messaging app has no plans to market its platform through advertising.

“We have an anti-advertising policy and we’re proud of it. Who likes to see ads? We are so bombarded by ads in our daily life that we feel that smartphones are not the place for them,” said Koum.

“Our phones are so closely connected to us, to our lives. Putting advertising on this kind of device is a bad idea. No one wants to be interrupted with ads when they are talking or chatting with their loved ones.”

The executive shared his thoughts during an online conference on Tuesday that was followed in several cities. The conference was organized by All Things D, in New York, and streamed by D: Dive Into Mobile.

Koum admitted that the company does have a strategy to earn more revenue, but he insisted it bypasses the advertising market. As the number of people with access to an Internet-connected phone increases, it will become “extremely easy to monetize the application,” he said.

“We are looking at a world that will have billions of phones. And once that happens, it will become extremely easy to gain financial benefit. But a lot more people need to join the smartphone revolution and a larger number will need to buy more goods via their phones,” he added.

WhatsApp currently offers SMS service at a cost of $0.99 cents beginning with the second year of use, since the first year is free (with subscription depending on the OS). The app allows users to exchange unlimited messages without having to pay for SMS.
“We want a great product and a great experience for the user,” said Koum.

“WhatsApp is now bigger than Twitter, which claims to have 200 million monthly active users. We are processing eight billion incoming messages and 12 billion outgoing messages,” said Koum during the online conference, which was also attended by Google and Facebook executives.

The application, which was launched in 2009, seems to have no boundaries thanks to its immediacy, scope, and almost-free format. It’s no wonder that companies such as Google and Facebook have openly expressed their interest in buying the company, but WhatsApp has said it is not in any talks to sell.

Translated by Candice Carmel

A summary for 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.

NOTE: Portada has currently a 25% Discount Offer to acquire the Interactive Database of Corporate Marketers targeting Latin Americans. Register here and use the following Discount Coupon NEW-YEAR-25 link. (expires on January 31!)

Payless ShoeSource / Marca – Latin America :::  Xaxis – Global ::: Salmon / WPP- Global ::: Garuda Indonesia – Global ::: SapientNitro – Brazil ::: JWT – Mexico

  • Payless Shoe Source – Latin America

Payless Shoe Source assigned AOR responsibilities to Miami based MARCA for the Hispanic & Latin American markets, Adweek reports. Media planning and buying were not part of the review and those responsibilities remain at Publicis Groupe’s Optimedia.

 

 

  •  Xaxis – Global

Xaxis, WPP’s audience buying company, has launched a product for targeting global audiences in the digital radio market. Xaxis Radio enables advertisers to buy online and mobile radio inventory via its real-time bidding technology. The service is fully integrated into Xaxis’ Data Management Platform (DMP). It will also allow advertisers to precisely measure attribution for their radio ads in order for marketers to identify which ads and audiences deliver the best performance, according to Magna Global.

 

 

  • WPP / Salmon – Global

WPP has acquired Okam Limited, holding company of multination e-commerce digital agency Salmon. Salmon provides digital consulting, design, delivery and support services to a variety of retail, wholesale and manufacturing brands including Akzo Nobel, Argos, Game, Halfords, Kiddicare, Morrisons, Selfridges and Premier Farnell.

 

 

  • Garuda Indonesia / Spark – Global

Indonesian flag carrier Garuda Indonesia has appointed SMG’s media communications agency Spark Communications to handle its global media planning and buying duties across Garuda Indonesia’s international markets.

 

 

  • JWT – México

JWT Mexico announced a new Shopper Marketing division called JWT Action. The new division will be in charge of providing information, research and analysis about costumers.

 

 

 

  • SapientNitro / iThink – Brazil

SapientNitro has acquired 81% of Brazilean digital agency iThink. Among iThink clients we can find: Castrol, Johnson & Johnson, Kraft, Google and Samsung.

  • Puerto Vallarta

Puerto VallartaVRTC  was selected as the agency of record for Puerto Vallarta in the United States. Puerto Vallarta is a Mexican resort town located on the pacific Coast in the state of Jalisco. VRTC  is a Houston, TX, headquartered agency which also has offices in Los Angeles, CA, and Mexico City.
 

 

 

 

 

NOTE: Portada currently offers a 25% Discount to acquire the Interactive Database of Corporate Marketers targeting Latin Americans. Register here and use the following Discount Coupon NEW-YEAR-25 link. (expires on January 31!)


GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS TARGETNG LATIN AMERICANS!
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Learn more about crucial strategies from advertising and media luminaries targeting Latin American and Hispanic audiences. Book now for our Latam Advertising and Media Summit, a required event for any marketing professional.

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SAP announced the expansion of the SAP Labs location in Latin America with the construction of an additional building that had the capacity to accommodate 500 additional employees. Located adjacent to the first office at the Technology Center of Unisinos in Sao Leopoldo, Brazil, the new facility is expected to open in August 2013. The total value of SAP investments in SAP Labs Latin America will be approximately EUR20 million.

The expansion comes three years after the inauguration of the first phase, completed in 2009 with an investment of nearly EUR15 million. SAP Labs Latin America focuses on serving the region with the localization of solutions; product support across Latin and North America; training and support for partners in Latin America; and the development of specific solutions for SAP customers in the region.

"Latin America is a very important region for SAP's growth, and the expansion of our development lab will strengthen our ability to support customers looking to gain competitiveness through innovation and efficient management," said Stefan Wagner, managing director, SAP Labs Latin America. "We are also opening up new avenues of opportunity for local talent by providing an inspiring workplace that encourages collaboration and innovation."

According to the company, in Brazil, SAP has been delivering innovation to more than 4,000 local customers of all sizes and industries for 17 years.

"With this investment in the expansion, SAP restates its commitment to Brazil and the delivery of innovative solutions to our customers," said Luis Cesar Verdi, managing director, SAP Brazil. "We believe there are good opportunities for growth in enterprise mobility, cloud computing, analytics, applications and databases."

SAP Labs Latin America is part of the SAP Labs network, made up of 15 locations around the world. Each SAP Labs location has a strong focus on research and innovation and significantly contributes to the development of SAP products and technologies.

SAP announced the expansion of the SAP Labs location in Latin America with the construction of an additional building that had the capacity to accommodate 500 additional employees. Located adjacent to the first office at the Technology Center of Unisinos in Sao Leopoldo, Brazil, the new facility is expected to open in August 2013. The total value of SAP investments in SAP Labs Latin America will be approximately EUR20 million.

The expansion comes three years after the inauguration of the first phase, completed in 2009 with an investment of nearly EUR15 million. SAP Labs Latin America focuses on serving the region with the localization of solutions; product support across Latin and North America; training and support for partners in Latin America; and the development of specific solutions for SAP customers in the region.

"Latin America is a very important region for SAP's growth, and the expansion of our development lab will strengthen our ability to support customers looking to gain competitiveness through innovation and efficient management," said Stefan Wagner, managing director, SAP Labs Latin America. "We are also opening up new avenues of opportunity for local talent by providing an inspiring workplace that encourages collaboration and innovation."

According to the company, in Brazil, SAP has been delivering innovation to more than 4,000 local customers of all sizes and industries for 17 years.

"With this investment in the expansion, SAP restates its commitment to Brazil and the delivery of innovative solutions to our customers," said Luis Cesar Verdi, managing director, SAP Brazil. "We believe there are good opportunities for growth in enterprise mobility, cloud computing, analytics, applications and databases."

SAP Labs Latin America is part of the SAP Labs network, made up of 15 locations around the world. Each SAP Labs location has a strong focus on research and innovation and significantly contributes to the development of SAP products and technologies.