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We talked to Daniela Zamudio, Marketing and Communications Manager at TIFFANY & Co., about the most relevant strategies for luxury marketing. In this conversation, Zamudio shares strategies to migrate to digital, knowing when’s the right timing for joining social networks and the relevance of personal customer interactions for the brand.

 

The Right Way to Do Luxury Marketing

luxury marketing expert
Daniela Zamudio, Marketing and Communications Manager, TIFFANY & Co.

During your presentation in AdWeek Mexico, you highlighted many brands make the mistake of working their online and offline marketing strategies separately. How does Tiffany & Co. address this issue, and why do you think they should work together and not as separate divisions?

First thing you have to do is take a look at the media mix so you can define which percentage of the investment to assign each channel. We’re now looking at 60% online and 40% offline. However, our team calls that 40% “integrated partnership”. It would be difficult and wrong to conceive an offline mix that doesn’t impact your digital efforts. I really believe the key is looking at it as 100%, and then plan how to distribute it throughout the different channels.

It would be difficult and wrong to conceive an offline mix that doesn’t impact your digital efforts.

Tiffany & Co is a retail brand, and fashion brands tend to do more PR and ads in print and editorial, etc. These have a definite impact on digital. We see that a lot in my team. I try to communicate a lot with my agencies and have a million meetings so that both teams (offline and offline) understand what each other and doing, and determine how to connect both platforms.

 

 

Current Luxury Marketing Campaign

 What key brand message is your current strategy based on?

The goal today is selling diamonds. You’ll start seeing communication featuring diamonds everywhere, both offline and online. Digital gives us wider access to audiences, while offline helps us strengthen our branding.

Digital gives us wider access to audiences, while offline helps us strengthen our branding.

You also mentioned that many of the brand’s most loyal customers belong to the older generations. Since they’re less digitally connected, they often feel left out. How do you include the older consumer segment?

It’s honestly been a challenge. A niche of our target is still very traditional. So we have kept our ads in printed media such as Hola and Quién. Another part is offering a great in-store experience. In general, luxury brands are still oriented to clients and providing personal assistance. If a customer was here a month and a half, we call them for a follow-up because it’s the most traditional way to do it and it works with certain audiences.

 

Consumer Loyalty

Tiffany & Co marketingHow do you handle loyalty without offering a benefits program?

Our team calls it “personal touches”. This means that if you came into the store and liked something, we’ll call you on the phone. We know when’s your birthday or your anniversary. If you had an important milestone at work, we’ll send you flowers or chocolates. This personalized attention is why the sales person is the key player for luxury brands, even more than the marketing area. I may design a great strategy, but if the salesperson does not connect with the consumer, everything’s lost.

 

The salesperson is the key player for luxury brands, even more than the marketing area.

 

Social Media Selection

How does Tiffany & Co. choose which social media to work with?

You need the perfect timing to be in a platform. We haven’t been on Instagram in a while because its average users don’t have enough purchasing power. TikTok might work for us as a branding strategy, but I’d have to ask myself: What do I want from this strategy? Do I want a 16-year-old to know we exist? That will take a long time to yield results; it’ll take a long time for that kid to start working so he can give his girlfriend a Tiffany ring. So, even if it’s emerging as the strongest platform today with a very interesting audience, we need strategic timing.

Even if it’s emerging as the strongest platform today with a very interesting audience, we need strategic timing.

We may not use TikTok right now because it makes no sense. We’ll see how it evolves, same as we saw Instagram evolve, same as we went into Spotify, same as we saw the audience evolve and adapt to us.

We’ve used a very interesting mix of social media. We’ve been on Spotify, Waze, Instragram, and we recently tried out LinkedIn. It takes a lot of testing. But we did well because LinkedIn was the perfect match for advertising diamonds. I wouldn’t use the same platform for any other collection. I think this is key for strategy, seeing what you can communicate and where.

 

Do you have plans to do e-commerce in Mexico?

Would you buy a diamond online? We have no plans for e-commerce in Mexico. We’ve been doing it for a least 5 years in the U.S., but nothing in sight for Mexico yet.

 

 

 

 

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

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Burson-Marsteller has announced Jonathan Stern‘s arrival as Managing Director and Market Leader of the firm’s Miami office, a key component of the firm’s Latin America business.  Stern will lead a team serving diverse clients, will be responsible for the strategic growth of the Miami operation, and provide senior counsel to key clients.

 

 

 

 

 

Adsmovil has announced the appointment of Alejandro Leyva as (CDO) Chief Data Officer. Based in Miami, he’ll be in charge of developing the data area for the Latin American and US Hispanic markets.

 

 

 

 

 

Dataxu, a software provider for marketing professionals, has announced the promotion of Tiffany Mosher to Chief People Officer. In this newly created role, she will expand upon her previous role leading global human resource operations and initiatives for the team of more than 350 employees.

 

 

 

 

Spanish Broadcasting System, Inc. has named Geraldo Arriaga as Vice President, Digital Media Sales of SBS, LaMusica App. In this role, Geraldo will spearhead all of the Company’s digital revenue efforts at the national scale and ensure SBS’s Digital Media programs are fully integrated into the network’s growing “Original Content Strategy.”

 

 

 

 

Luis Solis is now Director, Integrated Sales (Eastern Seaboard) at Meredith Corporation.

 

 

 

 

 

 

Michael Strober, previously VP of client strategy and ad innovation at Turner, is leaving the company. He has also been an integral member of OpenAP, the consortium developed by Turner, Fox and Viacom last year to help standardize audience buying on TV that goes beyond traditional, basic demographics.

 

 

 

 

The New York Times has promoted Gilbert Cruz, previously television editor and an innovative digital journalist in the world of entertainment and the arts, to Culture Editor of The Times. In the years ahead, Gilbert’s primary task will be to build and expand a powerful digital culture report to complement the journal’s print sections.

 

 

 

 

Ingrid Ciprian-Matthews has been promoted to Executive Vice President at CBS News, starting this month. She’ll continue to work directly with CBS News President David Rhodes overseeing day-to-day news coverage.

 

 

 

 

 

 

Chiqui Esteban is the Washington Post’s new Graphics Director. The paper’s Executive Editor Martin Baron and Managing Editor Emilio Garcia-Ruiz announced his promotion, praising Esteban’s skills an influence as department head for a year and a half.

 

 

 

 

Nuno Teles, a 14-year Heineken veteran who has been U.S. chief marketing officer since early 2014, is departing to take over as the president of Diageo’s beer division, which includes Guinness, starting in March. His replacement as of April 15 is Jonnie Cahill.

 

 

 

 

Marta Fontcuberta has announced her departure from The Coca-Cola Company, where she was global head of marketing communications based in Atlanta. She was distinguished by Adlatina and AdAge as one of the 14 Women to Watch when she was head of marketing communications in Latin America.

 

 

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!

 ::: Ogilvy Brazil – Tiffany & CO  ::: Young & Rubicam Argentina – Turner Argentina, Alamaula.com, Shopping del Sol (Paraguay) and Hard Rock ::: Imagina Love Chile –  Shopping , Punto Cencosud, Kotex, Cocha , Pronto Copec ::: P&G / Global  ::: MAGGI :::

Click here for prior Latam Sales Leads issues

  • Tiffany & CO / Brazil

TCO_TWITTERLOGO_130X130_400x400Ogilvy Brazil has won the Tiffany & CO account. , an symbol of luxury and an iconic brand for almost 178 years. “We are proud  to have it in our portfolio,” said the CEO of Ogilvy & Mather, Fernando Musa.

 

 

  • Young & Rubicam / Argentina

logo_yr_2_400x400The agency Young & Rubicam has been awarded Turner Argentina, Alamaula.com, Shopping del Sol (Paraguay) and Hard Rock accounts. The agency will provide an integral service aligned with the the company’s new vision.

 

  • Imagina Love / Chile

love_transparente7Imagina Love, a Chilean production, video post production and technology company, began working with clients such as Shopping and Punto Cencosud, Kotex, Cocha and Pronto Copec. The company plans to increase sales by 75%this year. The venture was created by José Tomás Arrigorriaga advertisers and Sebastian Otaegui in 2005.

  • P&G / Global

kYrPoJnL_400x400Procter & Gamble brands separation will come faster than expected .The company is projecting that this brands’  will total 14% of sales, equivalent to US$11.5 billion million. This means 10% more than announced in August, or, in other words, US$ 8.2 billion more. In a presentations to the Consumer Analyst Group held in Boca Raton, Florida, the CFO of P&G Jon Moeller said the company expects to have ” negotiated or announced ” their brands separations or withdrawals for the summer, almost a year after the announcement, “and having completed sales, mergers or derivations of brands by July 2016.To date, P&G has announced separations of 35 of its 100 brands, even big players like Duracell and Iams to smaller ones, like Avril Lavigne’s fragrance license or medical service MDVIP.

  •  MAGGI

descarga (1)Huerta MAGGI smashed potatoes has obtained its certification without wheat, oat, barley and rye (TACC) so that people who have celiac disease can also enjoy it. The brand was registered on the Registro Nacional de Productos Alimenticios “libres de gluten” (Argentine National Registry of “gluten free”)  and has also been endorsed by Autoridad Sanitaria de Aplicación( Health Authority of Application.). The new packaging has included  the logo that identifies it as suitable product for celiacs.

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!

MediaCom- P&G ::: Tiffany & Co- MEC :::  Penguin-Argentina ::: Sol-Argentina ::: Hershey’s-Mexico:::

  • MediaCom- P&G

bdy2jN5__400x400MediaCom has been awarded Procter & Gamble’s digital media business in Latin America and the Caribbean.Starcom MediaVest Group previously held the US $75m account. For more on this.

 

  • Tiffany & Co

imagesLuxury jeweler Tiffany & Co has appointed MEC to handle its global media planning and buying account ,valued US $100m, which will be run from New York. Group M’s MEC beat Omnicom Media Group and sister-agency MediaCom to the account. He review started in Jult and was managed by Ark Advisors.Tiffany’s media planning and buying was previously divided among several regional agencies – EMEA handled by incumbent UM, Merkle in the US and Carat in APAC.Ogilvy & Mather Worldwide won the company’s global advertising account in March.

  • Penguin – Argentina

ar.Penguin_Ogilvy-Agency Ogilvy & Mather Argentina has added Penguin to its’ client portfolio and has already started working on the brand communication strategic platform. The agency will also develop Penguin advertising campaigns. Javier Mentasti and Maximiliano Maddalena , Ogilvy & Mather Argentina creative directors, are both pleased to have a brand like Penguin among their clients.

  • TheLab Y&R – Argentina

ar.TheLab_web-TheLab Y&R, Young & Rubicam branding and brand development consultancy firm that operates globally, has started operating in Argentina with a multidisciplinary team of professionals who provide consultancy on brand management and research development for consumer awareness both for customers and non-customers of the group.

  • Sol – Argentina

sol - innovation media-Innovation Media is preparing Cerveza Sol launch in Argentina, through the development of OOH advertising that use high-impact formats strategically placed to work the brand’s image. The agency ,directed by Ticiana Lamela and Juan Ocampo,  has also developed a digital strategy that will release in the coming days.

  • Hershey’s – Mexico

Hershey-Untable-Gloss Media Group Mexico, a boutique Public Relations agency that specializes in gastronomy, has won the PR launching project of the new Hershey’s cream with cocoa, a product aimed at the chefs, bakers and homemakers sector. The new product will have two flavors: chocolate and hazelnut chocolate. The brand will promote this new product first in culinary events, private meetings organized by the brand, culinary blogs, contests and media.

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. 5 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!

  • Cox Communications

ID Media, an Interpublic Group media agency, has been selected as media agency of record for Cox Business, a division of Cox Communications that provides communications services for 300,000 businesses nationwide.ID Media will be responsible for multimedia branding and acquisition campaigns—rich in digital media, television, print, and local events—across 26 of the country’s largest DMA’s. This new assignment expands upon ID Media’s current work handling Cox’s shared mail campaigns to residential customers and prospects.The account will be led out of ID Media’s Chicago office by Angie Given-Cook, SVP, Managing Director.

  • Tiffany & Co

imagesLuxury jeweler Tiffany & Co has appointed MEC to handle its global media planning and buying account ,valued US $100m, which will be run from New York. Group M’s MEC beat Omnicom Media Group and sister-agency MediaCom to the account. He review started in Jult and was managed by Ark Advisors.Tiffany’s media planning and buying was previously divided among several regional agencies – EMEA handled by incumbent UM, Merkle in the US and Carat in APAC.Ogilvy & Mather Worldwide won the company’s global advertising account in March.

  • JCPenney

s1YYLIt4_400x400American retail chain JCPenney will review its US$450m media business.OMD has held the account since 2000.Debra Berman, JCPenney’s vice president of marketing, will be responsible for overseeing the review, which is still in the early stages.JCPenney reported net sales of US$2.8bn in its most recent quarter, compared to US$2.66bn during the same time last year. Read more on this.

 

  • General Mills

155526General Mills Inc. has partnered with GRAMMY® Award-winning group Camila for the company’s 2014-2015 Musica y Sabor campaign focused on connecting with Hispanic consumers through one of their biggest passion points: music.As part of the partnership, consumers and Camila fans across the U.S. will have several opportunities to connect with the group through free music download codes, branded merchandise, concert ticket giveaways and a chance to win a meet and greet with the band during their 2015 U.S. concert tour.Participating brands include Yoplait, Cheerios, Lucky Charms, Cinnamon Toast Crunch, Nature Valley, Fiber One, Pillsbury, Totino’s and more. Consumers can look for opportunities to win any of the prizes at select retail locations between fall 2014 and summer 2015.For more information about Musica y Sabor , fans can visit musicaysabor.com.

  • Cheetos

imageCheetos has created its own soccer team, Los Cheetahs, and tournament in response to America’s interest in soccer and to the rapidly growing Hispanic market and influence in America.As part of a new campaign, Los Cheetahs are scheduled to play their “rivals,” Los Jefes, in a series of games. The nationwide tour kicks off on Nov. 8 in Long Beach, CA, when Los Cheetahs will play their first game at a custom-built beachfront soccer stadium. After that, the teams will go across the U.S. to showcase their footworkand the Cheetos brand. Los Cheetahs, a name inspired by the brand’s Chester Cheetah character, won’t be giving the English Premier League or Major League Soccer any competition, however. The Cheetahs roster includes 48-year-old goalkeeper Jorge Campos. One of Mexico’s top players in the 1990s.
https://www.youtube.com/watch?v=2BvfHg-lSDY

  • McDonald’s

descarga (8)McDonald’s Corp. is planning to launch a new advertising campaign starting early next year with the slogan “Lovin’ Beats Hatin’” , aimed to spread happiness in the face of Internet hate.The slogan will not replace McDonald’s longtime tag “I’m Lovin’ It,” but give the fast food chain a broader marketing weight around the world.The campaign is expected to roll out on Jan. 1 and include a 60-second spot during Super Bowl XLIX, which airs on NBC on Feb. 1.

  • Kleenex

imagesThe Kimberly-Clark Corp. brand Kleenex has released a new marketing campaign. The #KleenexCare effort aims to get people talking about simple acts of kindness (involving sharing tissues) through a digital, social-media, public-relations and TV campaign.Kleenex will promote its Anti-Viral tissues as part of the effort. A TV ad from JWT, New York, breaking Nov. 3, shows a younger man sharing a Kleenex pack that has one tissue left with an older woman when she sneezes. Then, when he sneezes, she tears the tissue in half and shares it with him. A voiceover seeks people to share their Kleenex tissues with people in need and their stories at the campaign website KleenexCare.com. JWT’s WPP VML and Geometry Global are in charge of digital and shopper marketing respectively and Omnicom’s Ketchum handles PR.

  • Pitney Bowes

descarga (9)Pitey Bowes has tapped DigitasLBi to handle its’ Global media business and continue handling its digital strategy. DigitasLBiwill partner with Publicis Groupe agency Starcom to develop and execute the company’s media strategy across 12 markets. Pitney Bowes is a manufacturing company known for hardware, software and services related to packaging and shipping. As of June, it spent over US $1 million in media, according to Kantar Media.

  • InPulse Digital

descargaLatin America’s digital marketing agency InPulse Digital has moved its U.S. offices to Miami to better serve its growing roster of clients including  social media accounts for an array of popular Latino names. In addition, InPulse Digital directs cutting-edge digital campaigns for global content creators like E! Online, Univision, Sony Music, Universal Music Group, and Viacom, as well as for children’s brands like Mattel’s “Barney”  and “Strawberry Shortcake.” The new South Florida office will oversee strategy, sales and business development. The agency was started in the U.S. in 2004 and originally focused its efforts on developing technology to serve the music industry, but soon expanded its capabilities to include content marketing, app development, and social media strategies across the entire entertainment field. In addition to its new Miami office, InPulse Digital operates offices in Uruguay, Argentina, Mexico and Brazil.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 5 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!

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

Freedom Communications, the publisher of Unidos en el Sur de California   has let go Tiffany O’Hare Unidos’ General Manager and Jesus Cobian. Operations Manager at the Orange County Register Portada has heard. Cobian had previously worked at the OC Register’s Spanish-language weekly Excelsior, which earlier this year merged its circulation into Unidos. Freedom Communications last week announced that it is merging the Long Beach Register, a newspaper launched in August 2013, into its Los Angeles counterpart, (The Los Angeles Register launched in April) and imposing immediate two-week furloughs companywide, to be taken by the end of July.

mdNBCUniversal’s Hispanic Enterprises and Content named Maria Drew Senior Vice President of Human Resources. She will report to Joe Uva, Chairman, Hispanic Enterprises and Content, NBCUniversal and will be based in Miami.Drew will serve as a key member of the Hispanic Enterprises and Content leadership team, to  ensure that human resources initiatives and programs are aligned with the company’s priorities  to meet the growing demands in the  U.S. Hispanic market. She will also manage organizational change initiatives and partner with senior leaders to create  an environment focused on open communication and diversity .Most recently, Drew was President and Founder at HRStrategistGroup. Previously, she worked for Royal Caribbean International Cruises and  The Walt Disney Company. She holds a B.S. in Business Administration, with an emphasis in Human Resources Management, from the University of La Verne in California.

 

juJorge Urrutia was named Vice President of digital monetization at Fusion, the TV network owned by Univision and ABC News. He was most recently Vice President of operations at the Huffington Post. Before that, he headed the global strategy development team at AOL.

 

kbKlaudia Bermudez has been appointed senior VP and general manager, Latin America, for NBCUniversal’s Universal Networks International division. She will be in charge of managing all day-to-day activity of UNI’s channel business across Latin America, including Universal Channel, Syfy and Studio Universal. She will be based out of Miami.

 

sabogal_mauricio570-13Mauricio Sabogal is joining Kinetic as the new Global CEO,to be effective the 2nd week of July .He will be based in New York.He was previously Global CEO of BPN. Prior to this role, Mauricio was President, World Markets at IPG Mediabrands; CEO of OMD Latin America and CEO of MindShare Andina.

 

Bill Hilary was promoted to president of NuvoTV parent SiTV Media. He was most recently executive VP of programming for NuvoTV. He will now oversee both NuvoTV and music cable network Fuse, which was acquired by SiTV in April. He will report to SiTV CEO Michael Schwimmer and continue to have oversight of programming, development, acquisition and scheduling for NuvoTV. Marketing and ad sales will now also report to him.

Lynnette Ramirez was promoted to senior Vice President of programming and development at NuvoTV. She was previously Vice President of programming.

Jason Miller has joined NunoTV as executive Vice President, ad sales and integrated marketing.

Jesus Rodriguez has also joined the NunoTV team as senior Vice President, marketing.

Read prior Changing Places weekly editions.

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.

  • Future Ad Labs – Heinz – Reckitt Benckiser – Global

Future Ad Labs has signed up Heinz and Reckitt Benckiser as launch partners for its new product, PlayCaptcha. PlayCaptcha is an interactive ad format which is designed to increase brand engagement and improve overall consumer sentiment and product recall. It is designed to gamify CAPTCHAs.

The PlayCaptcha for Heinz invites visitors to pour a virtual bottle of salad cream onto a sandwich, instead of being forced to decipher hard to read text. For Reckitt Benckiser, the team has developed a PlayCaptcha that persuades visitors to clean a virtual dirty penny by dragging it into a bowl of Cillit Bang.

  • Tiffany & Co. – Global

Tiffany & Co. is looking for an agency to help it with its brand positioning and creative advertising. “Tiffany & Co. has decided to pursue brand positioning and creative advertising support from an external agency to further enhance our global business,” said a spokeswoman for the retailer. Last year Tiffany & Co. spent nearly $60m on measured media in the US alone, according to Kantar Media. For the first half of 2013, the company posted worldwide net sales of $1.8bn, as sales rose 10%.

  • Lady Gaga – Global

Lady Gaga is launching her new album, ARTPOP, on Clear Channel Outdoor’s digital billboards and screens in several countries. In Latin America will be launched in Chile, Mexico and Peru.

The campaign will be also launched in social networks. In Twitter, it will run under the hashtag #iHeartARTPOP. Lady Gaga, who is renowned for her social media savvy and massive following, will ask her over 40 million “Little Monsters” on Twitter and 59 million fans on Facebook to tweet and post about the upcoming album. Fans’ tweets will be incorporated into the background of these digital adverts.

The singer is also using outdoor media to perform a “digital tease” of the album cover, which was designed by Jeff Koons, with a new portion of the album revealed every few minutes. Clear Channel says it is the first-ever out-of-home campaign that sequences a stepped reveal of advertiser creative in unison across the world.

  • Ingenico – Mexico

Ingenico , provider of payment solutions, announced an agreement with Elavon for the deployment of Ingenico s iWL220 wireless device for the Mexican market.

  • IHG – Brazil

InterContinental Hotels Group (IHG) today announces that the Holiday Inn Express(R) brand is expanding in Brazil with the openings of the Holiday Inn Express(R) Belem-Ananindeua hotel, the Holiday Inn Express(R) Porto Velho hotel and the Holiday Inn Express(R) Marilia hotel expected to open later this year. IHG also has plans for a new-build Holiday Inn Express(R) Manaus hotel, scheduled to open in 2014.

Telemundo named Adriana Ibañez as Executive Vice President of Programming.  She previously served as Senior Vice President of Programming at the network. The announcement was made by Don Browne, President of Telemundo, to whom she will continue to report.

ImpreMedia announced the appointment of Olga Casabona to the newly-created position of VP of Audience and Market Insights in New York.  The appointment is effective immediately.  Ms. Casabona will report to impreMedia Chairman & CEO John Paton.

Zubi Advertising has announced today that Xavier Mantilla has joined the agency as VP of Media Integration. He will lead the full integration of media, direct and digital disciplines at the agency.

Pulpo Media announced that Tiffany Terrazzano has joined the company as Vice President of Sales. She will lead Pulpo Media‚s efforts in the eastern region and Latin America to deliver Pulpo Media’s online Hispanic targeting platform and audience network.

MWW Group has announced that Paul Aronsohn has joined the company as a vice president. Aronsohn brings nearly 20 years of experience working directly with elected officials, legislators, administrators and corporate executives. His extensive communications and public affairs background spans across both the public and private sectors. As a result, Aronsohn will service roles in both MWW’s corporate and public affairs practice.

The BBC has appointed Simon Lloyd as Director of Marketing, Communications & Audiences (MC&A)for Future Media & Technology (FM&T), which is responsible for the delivery of BBC services in new ways to audiences via existing and developing technology.

Bonnier Corp. CEO Terry Snow announced the appointment of Mark Wildman as the new Senior Vice President of Corporate Sales & Marketing. Wildman, a Vice President at Reader's Digest and former Condé Nast Executive Director, will be responsible for developing and managing Bonnier's commitment to expanding corporate sales and marketing.

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.

 

  • TaylorMade Golf 

TaylorMade Golf, a leading manufacturer of high-performance golf equipment, announced that the company has selected INNOCEAN USA (INNOCEAN) as its Agency of Record to handle all media planning and media buying responsibilities for the brand.Following a formal review period starting at the end of 2018, the account was awarded to INNOCEAN in September 2019. TaylorMade’s mission is the pursuit of product innovation and reaching new thresholds of performance. INNOCEAN’s new media plan will activate starting January 2020. The agency will manage existing media buys through the end of the year.

 

 

  • Craft Brew Alliance

Craft Brew Alliance, Inc., a leading craft brewing company, announced the launch of La Rubia Blonde Ale in New York and Connecticut. The expansion builds on La Rubia’s robust double-digit growth to date and will be focused on connecting the beer’s easy-drinking style and authentic brand story rooted in family with Hispanic consumers in key markets. Created by father and son duo Luis Brignoni and Luis ‘Pops’ Brignoni, Sr., who are both originally from Puerto Rico, La Rubia quickly gained popularity as the perfect beer for gatherings with friends and family. Over the past several years, La Rubia has grown in popularity across South Florida, where it now ranks in the top 10 of all craft beers. As more and more Latinx fans began connecting with La Rubia’s distinctive flavor and story, CBA saw an opportunity to expand its footprint into new neighborhoods in New York and Connecticut, including Washington Heights, Queens, El Barrio, Bronx, Hartford and New Haven.Created by Latinos for Latinos, La Rubia, which translates to “the blonde one,” is a light-colored ale with a refreshing but distinctive flavor profile. The La Rubia launch strategy into new markets will include packaging, point-of-sale collateral, in-store sampling opportunities, tasting events, out-of-home advertising, media relations outreach and social media engagement, all rolling out this fall.

 

  • United Natural Foods Inc.

United Natural Foods, Incorporated, also known as UNFI, a distributor of natural and organic foods, specialty foods, and related products in the United States, is selling 13 of its remaining 43 Shoppers Food Stores in Baltimore and Washington, D.C. to three separate buyers. The stores are to be sold in three separate deals expected to close between mid-December and February. An affiliate of the Hispanic-focused chain Compare Foods is acquiring five stores and two more stores are going to McKay’s Foods, a family-run independent operator based in Hollywood, according to Winsight Grocery Business. Md. Lidl is the third buyer. UNFI said it will continue to operate its remaining 26 Shoppers stores while marketing them for sale. The Food Partners LLC advised UNFI on these transactions.

  • Wisconsin Cheese Group Holding

Monroe Capital LLC (“Monroe”) announced it acted as sole lead arranger and administrative agent on the funding of a senior credit facility and equity co-investment to support Centre Partners’ investment in Wisconsin Cheese Group Holding, LLC (“WCG”), a leading manufacturer of branded and private label Hispanic foods, including cheeses, desserts, meats and spices.Founded in 1985 and based in St. Paul, Minnesota, WCG maintains an attractive portfolio of trusted, authentic Hispanic food brands, including La Morenita, El Viajero, Reynaldo’s, El Chilar, Lisy, and Orale!, alongside extensive private label capabilities. WCG has nationwide distribution with a strong presence within the mass, club, grocery and specialty / bodega channels and has built an outstanding reputation for customer service and product quality.

 

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.

  • LVMH

Luxury giant LVMH has enlisted Brunswick Group for PR support as it acquires Tiffany & Co. in a deal worth US$16.2 billion.Work on the account is being led by Brunswick U.S. senior partner and CEO of the Americas Nik Deogun and partner Jonathan Doorley. Brunswick was hired specifically for this assignment, according to a source familiar with the matter.Tiffany has engaged the services of Sard Verbinnen & Co., an agency the jewelry company has worked with in the past. After weeks of waiting, LVMH and Tiffany jointly announced a deal had been reached at US$135 per share earlier this week after both companies’ boards gave their approval.They expect the acquisition to be finalized in mid-2020 after it clears the necessary regulatory and shareholder hurdles, according to CNBC, which first broke the news.Founded in 1837 in New York, Tiffany rose to become a leading global luxury brand. LVMH, which houses 75 other brands, said in a statement that Tiffany will “transform” its watches and jewelry division.

 

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.

Management changes at GroupM, Energy BBDO, Nielsen and more. People change positions, get promoted or move to other companies. Portada is here to tell you about it. Check out last week’s Changing Places here.

 

 

John Legere, CEO of T-Mobile, will step down the role on April 30th. Current President and Chief Operating Officer Mike Sievert will take over in May. Legere will remain a member of T-Mobile’s board.

 

 

 

 

 

Christian Juhl, who became CEO of GroupM in July, has introduced a new global leadership team. Mark Patterson will take on the role of Chief Operating Officer. Essence chairman and co-founder Andrew Shebbeare has been named CEO of 2Sixty and interim Chief Technology Officer, GroupM. Colin Barlow has filled the role of Global President, GroupM services. Brian Gleason will be Chief Commercial Officer.

 

 

 

WeWork has named Publicis Groupe chairman Maurice Levy interim Chief Marketing and Communications Officer as the brand looks for a way to achieve profitability. WeWork confirmed Thursday layoffs of 2,400 employees.

 

 

 

 

Tiffany & Co has hired Daniella Vitale as Executive Vice President-Chief Brand Officer, effective December 1. Former CEO of Barney’s, Vitale will be in charge of ‘overseeing and guiding global strategic initiatives’ for both global merchandising and marketing at Tiffany. Vitale exited Barney’s on 1 November following its purchase by Authentic Brands Group.

 

 

 

 

Energy BBDO has promoted Jeff Adkins from EVP-Managing Director to President and CEO effective January 1.  Adkins succeeds Tonise Paul, who’ll be taking on the new role of Chairwoman and will focus on client relationships. Adkins joined Energy BBDO in 2002.

 

 

 

 

Nielsen Global Connect announced that Jacqueline Woods will join the company as Chief Marketing Officer beginning Dec. 1, 2019. In this role, Woods will lead all aspects of global marketing, supporting the company’s transformation into an independent, publicly-traded company. As CMO, she will join the company’s executive leadership team and will report to Nielsen Global Connect’s Chief Commercial Officer, Pat Dodd.

 

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

File:Raymundo Beltran wins NABF Lightweight title, July 2012.jpg
Raymundo Beltran, boxer

ESPN announced the boxing fight dates for the first seven months of the year. Encounters include Mexican favorites Ray Beltran, on Feb. 16, and Óscar Valdez, on March 10.

Coca-Cola and NASCAR have extended their partnership. Coke will continue being the ‘Official Soft Drink of NASCAR’. The partnership was first signed in 1998. The deal will continue through 2023. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.

Monster Energy has signed a multiyear extension of its global partnership with UFC, as the “Official Energy Drink”. Monster’s logo will continue to appear inside the Octagon during fighting events. “Monster will be a consistent presence throughout the year as UFC celebrates its historic 25th anniversary,” stated Paul Asencio, UFC Senior VP/Global Partnerships. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.

 

Subscribe to Portada daily Sports Marketing Updates!

Tiffany Haddish at Incirlik.jpg
Tiffany Haddish, actor.

Tiffany Haddish, “Girls Trip” star, has become the face of Groupon’s new Super Bowl commercial. In 2017, Haddish became the first black female stand-up comedian to host Saturday Night Live.

For the first time, Kraft will advertise during Super Bowl. Inevitably the brand will reach a broad Hispanic audience, given that “with each passing year, the Super Bowl is generating more interest amongst U.S. Hispanic sports fans and increasingly becoming a key bridge between those who navigate across the Latino and American cultures,” according to a press release published by ESPN Deportes in 2016.

File:2010 Malaysian GP opening lap.jpgFormula 1 and FOX Sports Latin America strike a new partnership that will run through 2022. The deal includes FOX Sports holding the exclusive broadcasting rights of the FIA Formula 1 World Championship on TV and digital platforms throughout Latin America (excluding Brazil). It also includes the practice sessions on Friday and Saturday, qualifying sessions on Saturday and race on Sunday.

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 Sales Manager Daniela Landa at daniela@portada-online.com.

  • Subway

Healthy fast-food chain Subway has consolidated its entire U.S. and Canadian (North American) media and creative business with Dentsu Aegis Network following a review that kicked off in July. Dentsu Aegis Network North America—which embraces Carat New York, mcgarrybowen New York, Carat Canada and DentsuBos—will be responsible forSubway’s strategy across all channels. The account will be handled out of New York, Toronto and Montreal offices. Carat will handle Subway’s media planning and buying across North America and mcgarrybowen will be responsible for creative. The review did not impact Subway’s specialty, local or international agencies. According to a recent Kantar Media report, Subway spent about US$100 million in the U.S. on measured media in the first quarter of 2017.

 

  • Pandora Jewelry

GroupM’s Mindshare has been assigned Pandora Jewelry media planning and buying in North America, Ad Age reports. The business was previously handled by another GroupM agency, Maxus, which was merged with a third GroupM agency MEC to form a new agency Wavemaker. Since MEC handles media for Pandora Jewelry competitor Tiffany & Co., GroupM sibling agency Mindshare pitched for the Pandora business.Pandora Jewelry spent around US$59 million on measured media in the U.S. in 2016, according to Kantar Media. In addition to Mindshare, a WPP agency, Pandora also uses WPP creative agency Grey.

 

  • MTV

MTV has selected MullenLowe Mediahub as its U.S. media agency of record. Mediahub, will provide offline and digital media planning and buying services. This new relationship adds to Mediahub’s existing partnership with MTV’s Viacom sister brand VH1.The MTV win is Mediahub’s eighth new client win in 2017, following its selection by Chipotle, Rémy Cointreau, Staples and others.MediaPost recently named Mediahub Creative Media Agency of the Year for a second straight year.

 

 

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!

  • Publicis Groupe

Publicis Groupe announced that each of its agencies will combine offices in six major U.S. cities: New York, Boston, Chicago, Detroit, Atlanta and San Francisco, Adweek has reported. every Publicis-owned company in those locations will be housed a single building. Publicis agencies include Leo Burnett, Saatchi & Saatchi, BBH, Publicis Worldwide, Spark Foundry, Starcom Worldwide, SapientRazorfish, DigitasLBi and MSLGroup.The moves are not related to any further reorganization or staffing reduction across the Publicis Groupe in North America, according to people familiar with the change.

 

 

  • Goya Foods

Goya Foods, one of America’s largest Hispanic-owned food company, has partnered with renowned artist and one of South Florida’s most vibrant artistic talents, Alexander Mijares. Goya commissioned Mijares to create a one-of-a-kind Goya “Can Sculpture” at the Perez Art Museum as part of Goya’s “Pasión es Goya” campaign and PAMM’s “Second Saturday” activations.Goya has partnered with contemporary art museum PAMM to host “Free Second Saturdays,” which includes hands-on activities and provided free Spanish tours, making sure that everyone in Miami’s diverse population can enjoy a fun day with their families.Goya Foods will also be making a donation of Goya products to charity.

 

 

 

  • Toys 4 Puerto Rico

Lin-Manuel Miranda, Toys“R”Us®, Telemundo, Hispanic Federation, and R.Evolución Latina are partnering to bring toys and smiles to the thousands of children affected by Hurricane Maria this Three Kings Day with the launch of Toys 4 Puerto Rico. The toy drive aims to send 10,000 toys to children throughout the island and begins today online at Toysrus.com/Toys4PuertoRico, with donations accepted until Tuesday, January 2. Hispanic Federation and partner organization R.Evolución Latina will handle the distribution of the purchased items, and ensure that dozens of community partners receive gifts for a mix of ages.As the official media partner, under the banner of its corporate social responsibility initiative, “El Poder En Ti” (The Power in You), Telemundo will make a donation of US$30,000 to the toy drive. The network will also air national and local promos encouraging viewers to donate, in-show segments across network shows including “Un Nuevo Día,” “Al Rojo Vivo” and “Noticias Telemundo,” daily digital and social amplification, and participation in numerous community events to support the drive. In addition, Telemundo talent will participate in the local celebrations to help distribute toys.

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

A summary of the most exciting recent research in brand marketing 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

According to research from Accenture cited by eMarketer, 41% of consumers have switched the brands they buy from because of poor personalization, and 50% say that they did so because of “poor customer experience” in general. This mistake represents a total of $756 billion in lost retail and brand sales.

A new study from RetailNext found that 2017’s Black Friday event saw less foot traffic, but still experienced a combined 4.8% increase in sales compared to 2016.

A new study released today by Engagement Labs found that an estimated 19 percent of consumer sales are driven by offline and online social conversations. 

Content marketing platform Linqia‘s new study, “The State of Influencer Marketing 2018,” found that 86% of marketers reported using influencer marketing in 2017 — and, of those, 92% said it is an effective strategy.

A recent study by Shutterstock found that 88 percent of U.S. marketers surveyed agreed with the statement “Using more diverse images helps a brand’s reputation.”

StreamOn, a new study by Market Strategies International, has found that only 11% of all streamers pay for live streaming television.

Tiffany & Co. is the favorite luxury jewelry brand among wealthy millennials, followed by Cartier, Pandora, and Chanel, according to a recent survey by consumer-research group MVI Marketing. Rolex was the top brand for watches, followed by Apple, Omega and Cartier.

Research from search intelligence platform Adthena found that Amazon took 49.65% of the consumer electronics category’s click share during October and November of 2017. Director of Product Marketing at Adthena Ashley Fletcher credits this to their preference for pure brand terms, versus generic terms.

LATAM MARKET

Latin American media owners’ net advertising revenues (NAR) are set to grow by +9.3% in 2018, to US$26.3 billion, following a +7.3% growth in 2017;  thanks to a more robust economic recovery in the region, according to MAGNA.  Television remains the top media category in the region with 54% of total advertising sales while Digital advertising in Latin America remains lower than the global average.

According to a new report by research firm Counterpoint, 99 percent of Smartphone Sold in Argentina are LTE Enabled.

Hispanic YouTube stars come out of nowhere … Una chica makes some videos in her bedroom. Two years later, maybe she’s talking to 15 other kids – or maybe she has 7.5 million subscribers to her YouTube channel.

Source: JustJaredJR.com
Source: JustJaredJr.com

The most high-profile of the latter is Bethany Mota, AKA Macbarbie07. Mota began producing “haul” videos in 2009, showing off new purchases. Her first video shows a shy, subdued tween sitting in an under-lit bedroom rambling on about some makeup she bought.

Fast forward to 2014, and Mota is on the cover of Fast Company and launching her own clothing line from Aeropostale, while flying around the world producing kicky videos about style and shopping – oh, and appearing on Dancing with the Stars.

There are plenty of Hispanic video stars, including Rosanne Pansino, Tiffany Garcia and Divino.

There will always be competition in launching new video destinations, but nothing of the scale that YouTube has achieved.

Why one blows up and another doesn’t is somewhat mysterious. For example, in her second-ever video, Mota gives a shout-out to a mentor, Blair Fowler, known on YouTube as juicystar07. Fowler began covering the style and beauty territory earlier than Mota, yet she’s coasted along at around 150,000 views per video. That’s nothing to sneeze at: Any brand would be happy with that many views of its video. But it can’t compare to the 5 to 8 million views Mota typically garners.

Secret weapons

While YouTube provides information and tools for its creators to help them garner more views, some stars have an extra edge in the form of multi-channel networks, or MCNs. This confusing moniker refers to companies that act as talent agencies and ad-sales networks for video bloggers. Many of them also produce custom content for brands featuring the stars in their networks.

MCN Omni Media and Channel Factory recently launched a joint venture called Content Labs to act as a branded content studio. Channel Factory is a native video marketing and YouTube video-ad-buying platform.

Omnia has a stable of video talent, including Hispanic stars Baby Rasta y Gringo, Divino and Garcia’s iHasCupquake. It aims to continue creating custom branded content employing the digital influencers within its MCN. Channel Factory has expertise in the granular targeting of specific audiences and optimizing videos for high clickthrough rates and ROI, according to Tamoor Shafi, CEO of Omnia Media.

target omni promo2
iHasCupquake promo for Target

“Our focus in the past two years has been working with top influencers. Sales and interest from brands has increased exponentially,” Shafi says. For example, it landed a deal with Target for four iHasCupquake episodes in which Garcia decorated dorm rooms.

Omnia helps video bloggers develop their audiences on YouTube and beyond. For example, EME Music, Baby Rasta y Gringo’s label, had only a small presence on YouTube, so Omnia helped it establish a few new channels and launch content, making use of its expertise about best practices on YouTube, such as the best time to upload, how to properly tag content and search engine optimization.

Divino’s channel had only 5,000 subscribers. When he launched two new songs, Omnia helped EME cross-promote them with strategies including targeted ad buys and placements in more popular playlists, as well as driving views through likes and favorites. The campaign bumped his subscriber numbers up to close to 40,000.

MiTú is another of the many MCNs that provide talent development services as well as opportunities for their stars to participate in sponsorship and ad opportunities. It provides them with an internal platform called MiTuVero.com that lets them check out branded opportunities they might want to participate in, as well as submit their own original content ideas. They can keep abreast of what other channels are doing and what’s working for them.

A lot of Hispanic talent creates content for a global audience.

Says Charlie Echeverry, MiTú’s chief revenue officer, “Analytics means more money and audience for these influencers. Every one of them wants to create new, bigger-budget things that can be upstreamed to other platforms.”

Internationalization

It’s interesting that many of these young online stars are not creating Hispanic-specific content, nor are their fan bases predominantly Hispanic. At the same time, non-Hispanic stars recognize the importance of the Hispanic audience. According to Shafi, Inna has a very large following in Mexico, and Omnia is helping her to optimize her video content to bring in more fans from Latin America. “A lot of Hispanic talent creates content for a global audience,” he says.

Going Over the Top from YouTube?

Next, Omnia Media plans to create branded mobile and web apps for its talent that will be used to deliver their content outside of YouTube. It’s also launched a new ecommerce initiative called iRockCustom.com to sell merchandise for its talent stable. It will design, produce and sell merchandise for its stars; each star will have a unique URL that he or she can market to their fans.

More and more of these young influencers are, with the help of their MCNs, trying to build a strong brand that’s less dependent on YouTube. That’s partly due to the fragmentation of video and the rising importance of sites including Vimeo, Vine, Twitter and Blip.tv.

But it’s also because YouTube takes, in most cases, a 45 percent cut of all ad revenue, although it reportedly is trying to do better in supporting its top stars. YouTube did not respond to several requests for an interview.

Iddo Shah, Kaltura
Iddo Shai, Kaltura

Fueling potential flight from YouTube is a series of acquisitions of MCNs by mainstream entertainment companies. For example, Maker Studios, recently acquired by Disney, likely hopes to move as much of its audience as it can off YouTube and onto Maker.tv, according to Iddo Shai, director of product marketing for Kaltura, an end-to-end, over-the-top video platform.

He points out that right now, it’s difficult for advertisers to do integrated campaigns that include YouTubers’ videos and other media, as well as to create the innovative campaigns that marketers crave.

“On YouTube at this time, that is very hard to do. There are some changes on YouTube, and maybe they will become more flexible in what they especially allow the upper talent to do. But they will never give full access — and rightfully so. They are a strong platform and want to control much of the revenue and the content,” Shai says.

But the MCNs are becoming strong in their own right. They have to race with YouTube to reserve advertising on their stars’ videos. Whoever reserves first gets the inventory, making it harder to plan and execute the larger campaigns that MCNs are increasingly angling for.

Omni’s contracts with talent usually include obtaining exclusive rights to selling their YouTube inventory – except, of course, for YouTube, which also can sell it. Some contracts include the exclusive right to sell brand content on their channels. While Omnia competes with YouTube to sell its stars regular inventory, Shai points out that there are a lot of cases where the companies collaborate, with YouTube handling the media side and Omnia selling the custom ad products.

Will these rising stars flee YouTube altogether? Not a chance, according to Shai. He says, “There will always be competition in launching new video destinations, but nothing of the scale that YouTube has achieved.”

Other articles on the emerging (Hispanic) online video media and marketing sector: MCNs in Hot Pursuit of Brands and Are Multichannel Networks the Future of TV?

What: Freedom Communications, the company led by Aaron Kushner, who is big believer in print media, is launching Unidos en el Sur de California, a new Spanish-language weekly newspaper for Southern California. The new newspaper with a circ. of 320,000 plus is scheduled to debut Friday March 21 and will combine the editorial staff, production and distribution resources of two existing Spanish-language weeklies owned by Freedom: the Excelsior in Orange County and La Prensa, serving the Inland Empire and Coachella Valley’s. Both newspapers will cease publication.Unidos will also have an edition in the Los Angeles zone debuting March 28, which will focus on communities in Southeast Los Angeles and San Gabriel Valley (UPDATED with comments from Freedom Communications and EPMG).

Why it matters: Since it was acquired by a private equity Group, Freedom Communications is practically the only major U.S. media company who is heavily investing in expanding its print media properties. This is the first Hispanic specific project they are undertaking.

Freedom CommunicationsFreedom Communications is launching a new Spanish-language weekly newspaper for Southern California, Unidos en el Sur de California. The new newspaper, scheduled to debut Friday March 21, will combine the editorial staff and production and distribution resources of the two existing Spanish-language weeklies owned by Freedom: the Excelsior in Orange County and La Prensa, serving the Inland Empire and Coachella Valley. Orlando Ramirez has been named publisher of Unidos and Tiffany O’Hare is the new publication’s General Manager. The final editions to publish under the Excelsior and La Prensa names run this Friday March 14.

Unidos will have a total circulation of 323,476.

Unidos en el Sur de California will include news pages with a local countywide focus, while also expanding coverage of regional, state, national, and international news of particular interest and importance to Hispanics. Unidos en el Sur de California debuts with the following three sections:“Noticias” (News), “Deportes” (Sports), and NEXT, an entertainment section targeting younger Hispanics with bilingual celebrity news, movie and music reviews, gossip, nightlife, fashion, and Twitter trends. A new website, unidossc.com, will also launch soon with breaking news and related information from Unidos en el Sur de California. UPDATED: Unidos publisher Orlando Ramirez tells Portada that “although the print publication is a weekly, we view the Unidos website as a breaking news operation where the Spanish-language reader can find up-to-the minute reporting on local and regional news. In addition, we also provide the gamut of sports and entertainment content that is updated daily. These include the latest happenings in the Mexican and international futbol leagues, coverage of major entertainment events, as well as staff-written blogs on parenting and the latest in the fan-boy world of video games, movies and video.

Four – zoned editions

Unidos en el Sur de California will publish four zoned editions every Friday, targeting Orange County, Inland Southern California, Coachella Valley and Los Angeles. The fourth Los Angeles zone, set to debut March 28, will focus on southeast Los Angeles and communities in the San Gabriel Valley. Together, the four zoned editions of Unidos will have a total circulation of 323,476 according to Freedom — over 100,000 greater than the current combined circ of Excelsior and La Prensa. UPDATE: A Freedom Communications spokesperson tells Portada that Unidos will also “circulate within The Press-Enterprise and Orange County Register. Circulation within Los Angeles Register is also part of our long-term plan.” The Los Angeles Register is a English-language daily Freedom is planning to introduce later this year in Los Angeles.

 

Enough home-delivered distribution?

Freedom will distribute the new weekly newspaper through businesses in areas with large Hispanic populations,  including Hispanic grocers, clothing stores, toy stores, electronics stores, restaurants, beauty salons, coffee shops and entertainment venues. This indicates that the vast majority of Unidos publications is going to be distributed via racks. While Unidos will be published on Friday’s,  a day liked by many retailers as many families do their purchases on the weekends, the amount of home-delivered circulation seems to be relatively low. Excelsior’s Jesus Cobian, told Portada last October that Excelsior had 26,000  copies in requested home delivery, which now will be converted into Unidos home-delivered distribution. (La Prensa Riverside, CA, has a circulation of 130,000 copies per week, the vast majority of them rack distributed.) UPDATE: “We have a equitable balance of paid and free distribution,” a Freedom communications spokesperson tells Portada. “Home delivered circulation has increased at a steady pace each year for Excelsior and La Prensa. The expanded distribution through retail locations in Hispanic-dominant communities is a very important means of delivering Unidos en el Sur de California.”

How does Unidos stack up against the competition?

Hispanic NewspapersUnidos 323,000 weekly circulation across a wide area of Southern California is impressive. However, its circulation is lower than that of Tribune’s Hoy Los Angeles Fin de Semana product, Hoy’s weekend guide providing lifestyle and entertainment information attuned to the way Latinos spend their weekends. It’s the largest and most complete carrier of late week pre-print packages in Southern California and the #1 Spanish-language home-delivered newspaper in the U.S. with a Saturday circulation of 814,000. Hoy Fin de Semana‘ competitor, impreMedia’s La Opinion Contigo has a weekend circulation of 255,091. Hoy Los Angeles publisher Roaldo Moran, tells Portada that the launch of Unidos en el Sur de California, “validates the good health of Spanish-language print media. It will help the industry because a larger number of properties will be promoting Hispanic print.” Moran adds that “creativity is a crucial factor in the success of new print media ventures nowadays.” UPDATE: The Freedom spokesperson notes that “Hoy and La Opinion covera core LA area, while Unidos serves a huge portion of the LA basin DMA, bringing together the growing Latino audience in Inland Southern California and Orange County with the core LA audience.”
Another strong contender in the Southern Californian Hispanic newspaper market, although with little editorial content, is El Clasificado a weekly classified newspaper published by EC Hispanic Media that originated in Los Angeles in 1998.  Its weekly circulation increased last year from 500,000 to 510,000 reaching over 300 cities through 28,000 distribution points in Los Angeles, Central Valley and San Diego. (Check out Portada’s recent California market profile!).

UPDATED: Trevor Hansen, CEO of EPMG, tells Portada that “The EPMG Team is excited to see the new publication when it is debuted. We understand they have aggressive plans for distribution and market coverage. Our Team’s analysis of media really goes much deeper than just distribution though, in fact our primary evaluation revolves around unique content and community integration points. For us, the predictive nature of media ROI is highly contingent upon overall relevance, media intimacy, content U.S.P., community integrations and marketing; these of course should all be coordinated with a strong, strategic distribution model. So, we are anxious to see how the new publishers tackle the content equation to bring the vital Southern California Hispanic community a new media choice.”

Unidos is just the latest in a series of new publications from Freedom, acquired by private equity group 2100 Trust in 2012. The company is also launching a new daily newspaper serving Los Angeles (Los Angeles Registerwhich will be published and distributed using the resources of the OC Register, but will have its own LA office, with dedicated Los Angeles reporters covering local beats, according to Freedom CEO Aaron Kushner. Since purchasing Freedom in 2012, co-owners Aaron Kushner and Eric Spitz have nearly doubled staff in the Register newsroom, launched the Long Beach Register as a new daily newspaper in August, purchased from Belo The Press-Enterprise )publisher of La Prensa Riverside) in Riverside, Calif. in November, debuted an enhanced edition of The Press-Enterprise with original reporting and a new Inland SoCal Register section in January, and launched the Desert Enterprise as a new weekly newspaper as part of its expanded service within Riverside County in February.However,  the announcement about the launch of Unidos, comes as two of Freedom’s English-language community papers revert to a weekly frequency after about a year of a five-days-a-week schedule. 

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

A significant development in the upcoming Unidos en el Sur de California (Freedom Communications) launch is the promotion of Orlando Ramirez as Publisher. Ramirez has served in various editing roles since joining The Press-Enterprise in 1995, including the last 10 years as editor of La Prensa. Tiffany O’Hare, a former employee of impreMedia’s La Opinion,  is Unidos’ General Manager.

Frank Escobedo
Frank Escobedo, publisher, The Brownsville Herald

AIM Media Texas announced the appointment of Frank Escobedo as Publisher at the The Brownsville Herald in Brownsville, Texas. In this new role, Escobedo will be responsible for The Brownsville Herald serving Brownsville and surrounding communities in Cameron County, El Nuevo Heraldo, the daily Spanish language newspaper based in Brownsville, Texas and serving Cameron and Hidalgo Counties, El Extra, the free, weekly Spanish language publication with distribution across the entire Rio Grande Valley and all related web sites and digital assets. Escobedo had served since November 2013 as General Manager, Hispanic Media, Southern California Region, for Freedom Communications, Inc (see related develpment above). with responsibility for Los Angeles, Orange, Riverside and San Bernardino Counties in California. In this role, he was directly responsible for the Spanish language publications La Prensa serving Riverside County and Excelsior serving Orange County. The combination of these two publications made them the largest single copy, free Hispanic publication in the U.S. In conjunction with the appointment of Escobedo, Daniel Cavazos will step down from his current role as publisher at The Brownsville Herald and El Nuevo Heraldo.

Hilda Garcia is Entravision’s new VP Content & Community Development. García was most recently VP of Multiplatform Content and Information and Digital Content Director for ImpreMedia, based in New York City.

Jack Griffin will take over as CEO of Tribune Publishing, which publishes eight daily English-language newspapers, including the Los Angeles Times and the Chicago Tribune. Tribune Publishing also publishes Hispanic newspapers Hoy Los Angeles (daily) and Hoy Chicago (weekly) as well as El Sentinel in Fort Lauderdale. Los Angeles Times publisher Eddy Hartenstein  will become chairman of Tribune Publishing. Griffin, a longtime media executive,had been consulting with the Tribune Company. Before that, he served as CEO of Time Inc., a job he lost in 2011 after just six months. Griffin also led Meredith Corporation.

FOX Deportes announced today that Carlos Sanchez, will join the company as Executive Vice President and General Manager. Sanchez will report to Jeff Krolik, President, FOX Sports Regional Networks. Sanchez joins FOX Deportes from Telemundo WNJU-TV in New York, where he served as President and General Manager, leading the station to multiple New York Emmy® Awards, including best “Evening Newscast” in 2012. In addition, Sanchez oversaw a major overhaul of the station’s content and technology, which included launching new weekend and morning newscasts and upgrading its facilities into a state-of-the-art studio, set, and control room.

 

Robin Torres recently was hired by the San Marcos Daily Record as Advertising Consultant. Before that, Torres worked as National Advertising Sales Manager at the Rio Grande Valley Network (owned by AIM Texas). The San Marcos Daily Record is five-day daily newspaper published in San Marcos, Texas, in the afternoon on weekdays (Tuesday through Friday), and on Sunday mornings. It is owned by Moser Community Media, LLC.

borja-echevarría-de-la-gándaraUnivision News has announced the appointment of Borja Echevarría de la Gándara (photo) as vice president, Digital. He will be based in Miami and report directly to Daniel Coronell, senior vice president and executive director of News at Univision. In his new role, he will direct strategy for Univision News’ digital platforms, including NoticiasUnivision.com and La Huella Digital, oversee the integration of digital and TV newsrooms and participate in all editorial meetings, helping to establish editorial strategy across all platforms. In addition, he will be charged with creating a state-of-the-art data journalism unit for Univision News. A veteran Spain journalist, Borja was recently deputy managing editor of El País. Upon graduating from Universidad Complutense de Madrid with a degree in Information Science, Echevarría de la Gándara began practicing journalism at Spain’s El Mundo newspaper in 1995, moving up from reporter to online deputy editor in 2002. In 2007 he co-founded Soitu.es and in 2012, he became a Nieman-Berkman Fellow in Journalism Innovation at Harvard University.

Manuel Abud fotoManuel Abud (photo) was named president and chief executive officer of Azteca America, effective immediately. In his role, Abud will lead the Azteca America broadcast network in the US and its newly created Station Group, managing over 25 local stations, and will report directly to Gustavo Guzmán, Senior ranking member of the Executive Committee and one of the founders of TV Azteca.Abud’s leadership team will include Martin Breidsprecher, newly appointed COO, Court Stroud as EVP of Network Sales, and Enrique Pérez as EVP of Station Group.Prior to joining Azteca America, Abud was President of the Telemundo. He held senior leadership positions over his nearly 20-year media industry career: He was president and general manager of several TV stations, president and founder of Mun2, as well as President of CBS Telenoticias. A Native of Mexico City, Abud started his career in the Mexican media industry.

Carlos Hermosillo has joined Deportes Telemundo as a sportscaster and analyst. Hermosillo is the second highest scorer in Mexican soccer history. In addition to his play in the Mexican leagues and as a member of Mexico’s World Cup teams, Hermosillo also played in the U.S. for the Los Angeles Galaxy. Since retiring, he has served as director of Mexico’s National Commission of Physical Culture and Sports and pursued a career as a sports commentator. His will make his first appearance as a commentator for Deportes Telemundo on March 22 when the network televises Leon vs. Liga MX.

 

Fernando GonzalezFernando Gonzalez, who has been The Associated Press’ senior producer in Havana for the past 11 years, will begin a new role as regional video editor for Latin America. Gonzalez will lead AP’s video newsgathering operation as the news cooperative expands its video coverage across Latin America. “Fernando takes on this job at an exciting time for AP in Latin America as we strengthen our coverage there,” said Derl McCrudden, head of newsgathering for AP global video news. “He has a wealth of experience, having traveled and worked throughout the region for 20 years, much of it for AP. He is an outstanding leader and will help AP maintain its dominant position in the region.” Gonzalez, a native of Uruguay, will be based in Washington, D.C. Besides increasing the number of regional stories available to Latin American broadcasters, he will lead an operation that also serves the needs of AP’s wider network of global video customers.

 Read prior Changing Places weekly editions.

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

Atif Rafiq – Mc Donald´s  ::: Arthur Sadoun – Publicis ::: Frederic Cumenal – Tiffany & Co. ::: Berry Jasin – SBS ::: Roberto Ramos – Profero :::

McDonald’s has appointed Atif Rafiq as chief digital officer. The executive will be in charge of looking for ways to connect to consumers, particularly in the mobile space. McDonald’s is currently testing mobile payments in the US, including mobile ordering. Atif Rafiq is to join the business in two weeks and will set to work on ecommerce strategy, reporting to chief brand officer Steve Easterbrook.  Rafiq was formerly general manager for Kindle Direct Publishing at Amazon, responsible for overseeing global product management, marketing, design and development. Prior to that, he was at Yahoo and he has also held roles at AOL and Goldman Sachs.

Publicis Groupe has named Arthur Sadoun CEO for Publicis Worldwide, its largest advertising network. Arthur Sadoun has been promoted to CEO of Paris-headquartered Publicis Worldwide, replacing Jean-Yves Naouri at the head of the unit. Naouri who has served as executive chairman of Publicis Worldwide since 2001 remains chief operating officer of Publicis Groupe.

Tiffany & Co executive vice president Frederic Cumenal was promoted to president. He joined the US jewellery brand in 2011 from LMVH and will be overseeing its design, merchandising and marketing functions.

Profero, an independent digital agency, has appointed Roberto Ramos as Managing Director for Latin America. In this position, Roberto will lead the agency’s expansion into the region. His initial focus will be on bringing rising Latin American brands to the U.S. and markets around the world, as well as identifying strategic opportunities to open offices in Brazil and Mexico to service the international needs of existing clients. Ramos will continue to be based out of Profero’s New York headquarters.

Spanish Broadcasting System Inc., (SBS) announced the appointment of Mr. Berry Jasin to Mega TV Revenue Chief & SVP of National Sales, Consolidated. Mr. Jasin will be responsible for overseeing the revenue and profit performance of Mega TV’s consolidated operations, including all local, regional and national revenue categories as well as paid programming and retransmissions revenue. Mr. Jasin will remain based in Miami, Florida and will report to Albert Rodriguez, COO of SBS.

 

Portada’s Latin American Advertising & Media Summit kicked off Tuesday afternoon with a keynote presentation -and interview- with Claudio Ferreira, the publisher of Veja Magazine, the world’s second largest magazine after Time and one of dozens of titles published by Brazil’s Grupo Abril.

Ferreira warned the audience: “My Portuguese is better than my English,” and so he proceded to present entirely in Portuguese. The panel was simultaneously translated into English.

During a one-hour presentation, Ferreira presented some staggering statistics about Brazil’s economic power as the world’s fifth largest economy and highlighted opportunities for brand marketers surrounding the upcoming Olympic Games and the all-too-important FIFA World Cup in 2014.

“We are about to surpass England as the 5th largest advertising spender in the world,” said Ferreira. “I’m sure the Queen is not going to be very happy about that. All we have to do now is win the world cup.”

Among Brazil’s fun facts presented by Ferreira:

  • Sao Paulo is the only capital in the world with more than one Tiffany store
  • Brazil has 264 million mobile phones; 16.1 million of those are Smartphones
  • Brazil is now #7 in number of international events hosted per year…. 3.6 million tourists are expected to this year’s Confederations Cup
  • Veja is the world’s 2nd largest weekly news magazine (after @Time)
  • Veja’s parent company, Grupo Abril, launched 52 apps in 2013; 3.8 million downloads…. Grupo Abril

Portada’s Latin American Advertising & Media Summit kicked off Tuesday afternoon with a keynote presentation -and interview- with Claudio Ferreira, the publisher of Veja Magazine, the world’s second largest magazine after Time and one of dozens of titles published by Brazil’s Grupo Abril.

Ferreira warned the audience: “My Portuguese is better than my English,” and so he proceded to present entirely in Portuguese. The panel was simultaneously translated into English.

During a one-hour presentation, Ferreira presented some staggering statistics about Brazil’s economic power as the world’s fifth largest economy and highlighted opportunities for brand marketers surrounding the upcoming Olympic Games and the all-too-important FIFA World Cup in 2014.

“We are about to surpass England as the 5th largest advertising spender in the world,” said Ferreira. “I’m sure the Queen is not going to be very happy about that. All we have to do now is win the world cup.”

Among Brazil’s fun facts presented by Ferreira:

  • Sao Paulo is the only capital in the world with more than one Tiffany store
  • Brazil has 264 million mobile phones; 16.1 million of those are Smartphones
  • Brazil is now #7 in number of international events hosted per year…. 3.6 million tourists are expected to this year’s Confederations Cup
  • Veja is the world’s 2nd largest weekly news magazine (after @Time)
  • Veja’s parent company, Grupo Abril, launched 52 apps in 2013; 3.8 million downloads…. Grupo Abril

US Hispanic Media Inc. (USHM), the subsidiary of Argentina’s La Nación, which in March bought a 90% stake in ImpreMedia, has made the first major changes in the organization/personnel of the Hispanic print and digital media company.

Ginger Neal,  SVP Digital, and Steve  Bentz, Chief Revenue Officer, have been victims of the reshuffle.  While Monica Lozano continues to be the company’s CEO,  Francisco Seghezzo ImpreMedia’s COO will be in charge of all operations of the company. 

In a message by Seghezzo to ImpreMedia employees Portada has had access to, Seghezzo notes that “the new Board of Directors has charged Monica and me with running the company in its new phase.” Seghezzo adds that Monica Lozano “will be responsible for developing high-level business opportunities for the company and building our brand and influence externally. Rossana Rosado will work directly with her to implement an impactful external agenda that builds solid and lucrative relationships with leading business, civic, political and community partners.”
 
As published by Portada a few weeks ago,  Ivan Adaime is the new VP Digital at ImpreMedia. Adaime works out of ImpreMedia headquarters in New York City and reports to Seghezzo.

“I am convinced that this new structure will permit us to be more agile and flexible, with stronger capacity for implementation that, in turn, will allow us to better meet the challenges of the business and the industry within which we operate”, Seghezzo said.

East and West Units
In order to better focus the company and enhance its execution, ImpreMedia is implementing a new  organizational structure encompassing three Business Units and three Service Units: 

Business Units:

Business Unit West: this group will be comprised of the print editions of La Opinión, La Opinión Contigo, El Mensajero and Rumbo.

Business Unit East : this group will be comprised of the print editions of El Diario, La Raza, La Prensa and Vista.

Digital: This group will be responsible for all impreMedia digital businesses.

Marshall Genger , CFO,  Pervez Sikora, CTO,  and Bill Graham , VP HR&O, will continue to lead their respective service units to provide support across the company.

Hilda Garcia will run content development within the Digital Business Unit led by Ivan Adaime.

Mary Zerafa will lead an advertising support operation for the Business Unit West overseeing oversee market intelligence and research, sales planning, and B2B marketing. Tiffany O’Hare will continue to lead the national sales team for the West and East Business Units.