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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.

  • Volaris 

Volaris, the ultra-low-cost Mexican airline operating in Mexico, the United States and Central America, announces that it will increase capacity on its routes from and to Chicago, as well as opening a new Monterrey-Mazatlán route which will be a seasonal operation.With this additional capacity, Volaris reaffirms its commitment to provide more routes and flights so that its Clients can travel more frequently at low fares either to visit their family and friends or conduct business.

 

 

  • Pepsi®

In advance of the 2019 VMAs on Monday, August 26th at August 26 at 8:00 pm ET/PT, MTV has partnered with Pepsi® to give fans an interactive, social-media experience honoring Missy Elliott and the creative visionaries behind some of her most unapologetic iconic music videos. Located at 632 Broadway in New York City, The Museum of Missy Elliott will be open to the public with a ticket on hand on Saturday, August 24th from 11:00 a.m. to 7:00 p.m. and on Sunday, August 25th from 11:00 a.m. to 6:00 p.m.The immersive museum will feature installations inspired by the minds behind some of Elliott’s most legendary music videos. MTV partnered with VNTANA, a leading mixed-reality company, to create the unique experience using immersive technology to personalize fan engagement and share across social media platforms.Elliott will receive the Michael Jackson Video Vanguard Award and will perform at the 2019 VMAs, airing live from Prudential Center in Newark, N.J. on Monday, August 26th at 8:00 p.m.ET/PT across MTV’s global channels in more than 180 countries, reaching more than half a billion households around the world. Missy Elliott is managed by Mona Scott-Young of Monami Entertainment. Official sponsors of the 2019 “MTV Video Music Awards” include Extra® Refreshers Gum, PEPSI®, Taco Bell®, the 2020 Toyota Corolla and truth®.

  • Cacique® 

(PRNewsfoto/Cacique® Inc.)Cacique® Inc. – one of the country’s top authentic Mexican food brands and the leader producer of Hispanic cheeses, creams and chorizos in the U.S. – is excited to expand its offerings to include Mexican-Style Queso Dips and Fully Cooked Chorizos.Made with the bold, authentic flavors consumers know and love from the brand, each new product features real, high-quality ingredients in convenient, microwavable packaging that makes preparing an authentic Mexican meal or snack easier than ever. Whether enjoying Chorizo with Eggs in a breakfast burrito, nachos topped with Queso Dip for halftime, or even a full taco night spread, these new additions offer consumers even more ways to enjoy the foods they love any time, from time-crunched mornings to evening entertaining with friends and family.

 

  • Pollo Campero

 

The flavorful chicken chain Pollo Campero announced it is opening a new restaurant in Frederick, Maryland. The restaurant, located at 1350 W. Patrick Street, is scheduled to open its doors on Friday, August 30, 2019. The Frederick restaurant will be fifth Pollo Campero in the state of Maryland and the third franchise for Latin Flavor Corporation. And for Latin Flavor Corporation, family is an important part of their business. Led by Cabral, his brother, David, and their mother, Mary Lou, the team currently owns and operates two Pollo Campero restaurants in Virginia. It was the popularity of those restaurants that inspired them to open a Pollo Campero in Frederick. In all, the new Frederick Pollo Campero will create for the community more than 40 full and part-time jobs. The approximately 3,900 square foot restaurant and patio will feature Pollo Campero’s famous flavorful menu, which includes the signature Campero hand-breaded fried and citrus grilled chicken personal and family meals. Pollo Campero first opened its doors as a tiny, family-owned restaurant in Guatemala in 1971 with the goal of treating family and friends to its prized chicken recipe passed down from generation to generation. Today, there are more than 350 restaurants around the world and Campero is accelerating growth. To learn more about Pollo Campero visit us.campero.com.

  • Target 

Target Corporation announced the introduction of Good & Gather, Target’s largest owned Food & Beverage brand. Grounded in guest research, the flagship brand will offer a wide range of food and beverage products that prioritize taste, quality ingredients and ease, at a great value. Good & Gather will be available in stores and online on Target.com for same-day delivery beginning September 15, 2019. Good & Gather is Target’s largest owned brand launch. By the end of 2020, it will include more than 2,000 products across food and beverage from dairy to produce, ready-made pastas and meats to granola bars and sparkling water. Developed by Target’s internal team, Good & Gather products have passed rigorous quality and taste tests, are made without artificial flavors and sweeteners, synthetic colors and high fructose corn syrup*, and are backed by a money-back guarantee. The assortment will include new and trend-forward products such as avocado toast salad kits and beet hummus alongside everyday staples such as milk, eggs and cheese. As Target’s flagship food brand, Good & Gather will include a number of product extensions including kids, organic, seasonal and signature lines. Over time, Good & Gather will phase out Target’s existing Archer Farms and Simply Balanced food brands and reduce the number of product offerings under the Market Pantry brand, simplifying the food and beverage shopping experience. However, guests will still be able to get most of the products they know and love under the Good & Gather name, many of which have been reformulated to be even better, having undergone rigorous testing to ensure that they taste great and meet the brand’s ingredient standards.

 

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

 

  • Navy Federal Credit Union

Navy Federal Credit Union, an armed forces bank serving the Navy, Army, Marine Corps, Air Force, Coast Guard, veterans, DoD & their families, has appointed Interpublic’s MullenLowe and Mediahub creative and media agency partners. MullenLowe and Mediahub will handle the financial institution’s US$150 million annual advertising account, including national and regional brand strategy, advertising creative content, and media planning and buying.

 

 

 

 

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

We are excited to announce that Jose Manuel Langarica, Head of Performance Marketing at Volaris, is joining the Portada Travel Marketing Board, one of the six units of Portada’s Council System. The Council System next in-person meeting will be at Portada Mexico on October 17, 2019.

Jose Langarica is the Head of Performance Marketing for Volaris, where he brings more than 10 years of experience leading performance teams for international accounts, digital marketing, and sales.

He’s also an expert in SEO and SEM tools, social media marketing, mailing, and programmatic buying.

Prior to his role at Volaris, he was the Operations Manager at Seccion Amarilla, the biggest yellow pages company in Mexico, where he was leading the performance marketing and customer experience teams, contributing to the company digital transformation for both national and international projects.

Welcome, José, to the Portada Council System!

What: Demographics may have once been the Golden Rule for turning market segments into sales. But Volaris goes deeper with platform marketing that tracks and analyzes exactly what customers do online. As a result, the airline can see what messaging and channels work best.
Why it matters: Moment to moment, Volaris is watching consumers’ internet browsing behaviors. Using a constantly updated algorithm for precise attribution, the airline drills down to individual preferences to convert interests and preferences into ticket sales.

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Male, female, Baby Boomer, Generation Y: the basics of market segmentation have guided brand marketing and media purchases for years. But AI-powered attribution anchored in methods for tracking consumers’ behaviors online have changed the playing field forever.

Take the Mexican low-cost airline Volaris. Volaris sold its first ticket in 2006. It flies to domestic and international destinations in the Americas. As a result, its domestic market share in Mexico tops 30-percent.

In the highly competitive field of airline ticket sales, Volaris’ Head of Performance Marketing Jose Langarica is all things digital. In a sit-down interview with Portada at Portada Miami, he pulled the curtain back on how the brand uses sophisticated attribution and data analysis to identify and convert potential customers.

One key takeaway Langarica offered is that where and what consumers do on digital is now more important than which demographic segment they belong to.

We analyze all channels but focus on the one channel that had more impact than another.

Platform Marketing and Online Behaviors

“We look more at behaviour, not demographics,” Langarica told Portada. “I’m interested in how often you purchase, how often you’ve been looking for flights, are you looking for swimwear.”

Using what Langarica said is a “very complex algorithm,” the airline assigns a value to each of the digital touchpoints consumers make.

Using its own and third-party data, tracking online behaviors combined with its algorithm lets Langarica’s team see well beyond demographics. Consequently, it can drill down to consumers’ individual preferences and learning which channels and which messages work best.

“What we do is analyze all of the touchpoints and look at the consumer’s behavior at each one: did they open or not open an email, did they see a banner ad but not click on it,” Langarica explained.

Volaris has its finger on the pulse of “all the digital channels,” and consequently works with content to bring consumers to the Volaris page for a purchase.

Attribution: Measuring Which Channels and What Content Work Best

A consumer may start the day viewing a Volaris email. Then they see the brand on social media, and later Volaris content on their computer. Then later in the day, the consumer may see a video or an announcement that they click on which converts into a sale.

“We analyze all channels but focus on the one channel that had more impact than another,” Langarica told Portada, discussing the airline’s platform marketing technology.

Volaris is testing its attribution model “all the time.”

We look more at conduct (online), not demographics.

The most important channel varies depending upon the campaign. “It depends on the promotion and the objective. The attribution model has to be very well defined,” Langarica said.

“What was the channel that produced the conversion: that is the most important,” he said.

Third-Party vs. First-Party Data

Volaris uses third-party data in its analysis of consumer preferences and digital behaviors. But Langarica said first-party data is the “most trustworthy.”

“With third-party data, you don’t have the same level of confidence.”

Which key performance indicators does the airline use?

Langarica said he looks at the number of website transactions. They include those on Volaris’ own application which is available on the Apple Store and at Google Play.

He said he also looks at the revenue each transaction generates. 

Volaris’ application can be downloaded to either a mobile phone or a tablet and, according to Langarica, there are customers that prefer to purchase their tickets through the application.

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

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

For prior Sales Leads editions, click here.

  • Volaris

Mexican economy airline Volaris announced in May that it would offer new daily nonstop air service from San Antonio to Mexico City starting Sept. 15. The flight was celebrated at Gate A7 with music and food from La Gloria. San Antonio has managed to corner the market on Mexico, with more than double the amount of flight capacity to Mexico than Austin currently offers, and with 1,000 daily seats to Mexico, 600 of those into Mexico City.Mexican carrier Interjet already offers two daily flights on weekdays from San Antonio to Mexico City. Aeromexico offers one daily flight. San Antonio International Airport also offers direct flights to Monterrey and, on a seasonal basis, Cancun. According to Volaris’ Revenue Manager Juliana Ramirez “This is the Hispanic market connecting between Mexico and the U.S., but also we are looking at a lot of leisure and business travelers as well.”Texas represents a key market for Volaris, due to its sizable Hispanic population, and Juliana Ramirez looks for all seats on Volaris flights bound for Mexico and back to be full.Prices, one way, will start at US$99, so the round-trip fare will be around US$200.

  • MetLife

MetLife has appointed GroupM’s MediaCom as its new U.S. media agency following a review that included various agencies. MediaCom sibling MEC (in the process of merging with Maxus and becoming Wavemaker) which the incumbent on the business did not defend. The agency held the U.S. account for about two years. MetLife spent approximately US$57 million on ads in 2016.The account will be handled out of MediaCom’s New York office.

 

 

 

 

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!

 

  • MillerCoors

MillerCoors has selected Alma DDB to handle creative duties on Mexican brew Sol, a brand the company is taking over from Heineken, according to Adage. MillerCoors expects to give the brew significant marketing support as the beer brand is MillerCoors’ gateway to the Mexican import category. Earlier this summer, MillerCoors struck a deal to assume distributing, marketing and selling rights on Sol for a 10-year period, effective Oct. 1. Sol’s official launch under MillerCoors is planned for March.Heineken, on the contrary, prioritized its two larger Mexican brews, Dos Equis and Tecate. While Sol is the fifth-largest beer brand in Mexico, founded in 1899, it represented less than 1% of Heineken USA’s volumes, according to a Evercore ISI. Last February, MillerCoors moved its media buying and planning business from Interpublic to Publicis Groupe.

 

 

  • Havas Media

Havas Media has launched its out-of-home division Adcity in the U.S., following its rollout in Europe, Asia and Latin America.The shop’s U.S. operation will be based in New York and will be aligned with Havas Media here to serve U.S. clients.The Adcity platform integrates consumer socio-demographic, behavioral, mobility and media data to help clients optimize campaigns in near real-time.The firm has also extended its existing strategic alliance with ProjectX, an OOH ad-tech platform focused on buying audiences (not sites), to the Adcity U.S. operation. The two companies have been working together in other regions since 2015.

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

We are excited about the sixth edition of the Foro Portada Mexico (#PortadaMx) which is taking place tomorrow Tuesday October 11th  in Mexico City’s Hotel Presidente InterContinental.  Major brand and agency executives will explore extremely relevant topics in the Mexican and Latin American Marketing, Tech and Media Space. Key subjects will include content performance, Mexican sports marketing, the outlook for the Mexican advertising and media markets in 2017, as well as the transition from e-commerce to social media.

Marketing, Tech and Media Luminaries participating at #PortadaMx include:

  • Mauricio Pallares Coello, Director Corporate Marketing, BBVA Bancomer
  • Emilio Trabulse, Director de Marketing, Grupo Martí
  • Rebeca Ricoy, Digital Strategies Sr. Manager NoLA. Avon
  • Juliana Sarria, Pepsico Beverages, Gerente de consumer Engagement-Gepp
  • Regina Moreno, Head of Digital Marketing, Volaris
  • Raul Aguilar, CEO, Nurun
  • Martin Frontini, Managing Director LatAm and U.S. Hispanics, Zoomin.TV
  • Juan Carlos Valdés, Head of LATAM Media Sales, Taboola
  • Maria Aguayo, Brand Marketing Manager LatAm, Expedia
  • Fernando Bermúdez Pire, Carat México, Director General
  • Alejandro Salazar, Director Comercial América Latina, Sojern
  • Juan Ignacio Blanco, Managing Director, BRC Group
  • Alejandro Cardoso Mendoza, Presidente y CEO Latinoamérica, Publicis
  • Lydia Suarez, Head of Media, Dentsu Aegis Network México
  • Elia Baltasar, Periodista

Check out the AGENDA!

REGISTER: Get your Ticket at the online Promotion!

 

Check out VIDEO Highlights of the 2015 Edition #PortadaMx
#PortadaMx 2015 Edition Overview (VIDEO)
Youtube no lo es todo en el Video Marketing (Gustavo Rivera-Yume) (VIDEO)
Volaris’ Ricardo Rivera sobre Social Ads (VIDEO)
Havas’ Gamrougian at #PortadaMx (VIDEO)  

Confirmed Sponsors of #PortadaMx:

Breakfast Sponsor
Taboola

Bronze Sponsor
BRC Group

Exhibit Table Sponsor
ZoominTV

Juliana Sarria, CSL of Strategy and Product at Arena, and Ricardo Rivera, Head of Marketing of Volaris, spoke at the fifth edition of Portada’s annual Foro Mexico de Publicidad y Medios  (#PortadaMX ) about the very quickly growing sector of social advertising. Both executives shared their strategies for social ads, explained the challenges they are facing and talked about how corporate organizations need to adjust to take full advantage of social marketing.

By Ximena Cassab and translated by Celeste Martorana

IMG_0057-250x250“Social Media is the ecosystem that brings it all together. A brand that is not in Social Media, it’s almost as if it doesn’t exist at all,” said Juliana Sarria, CSL of Strategy and Product at Arena.
Both Sarria and Rivera agreed that in order to really take advantage of social networking it is necessary to know what audiences want and how to publish the right messages to reach them. A key fact is that  Social ads can be measured noted Ricardo Rivera, Head of Marketing at Volaris. Even the emotions a message originates in a user can be measured.  But, Rivera cautioned:  “companies need to exploit these tools much more through trial and error and experiment with the content of social ad messages.”

Companies need to exploit these measuring tools much more through trial and error of social ads.

Key Questions that were answered

How is the conversion from social advertising to the actual purchase (e-commerce)?

Juliana Sarria: “Mexicans still feel uncomfortable with e-commerce. Social media and e-commerce try to make the user feel more comfortable in the digital environment. Social ads’ main role is to close the distance between the online shopping experience (point of purchase) and the consumer. However, you need to understand. A user is simply not going to jump from information posted on a social network to right away purchase a product online.”

Ricardo Rivera: “At Volaris, 87% of our followers in social networks are there to learn about special promotions. Of these 87%, 54% are only interested in promotions and not in any other information. The travel  industry is an industry where people will ask you about products. The connection with e-commerce is crucial. But it is necessary to study what behaviour the user has until he/she makes the purchase.”

At Volaris, we have had tweets that have generated one million dollars in purchases.

How can  valuable content for social network users be generated?

Juliana Sarria: “If we’re going to bomb users with information, we must do so with valuable content. The problem is that most companies have very young people working as community managers. They lack the necessary experience and have no knowledge of how to act during a  crisis. The person in charge of a company’s communication over social networks should be prepared to face those situations and more. They are the voice of the brand. The reality is that good content is related to high costs. The potential of the data, technology and content will become enormous if you provide specialized and targeted content to the end-user.”

Ricardo Rivera: “Brands have to take advantage of the fact that they can say something relevant in a conversation. For example, if a flight is delayed, you can give notice through social networks, or through an app. We have noticed passengers turn on their mobiles immediately after the plane has landed. They can be targeted with special messages. Social messaging is huge for the travel industry.”

What do brands need to leverage the data and content generated in social networks?
Ricardo Rivera: “We need attribution managers,  managers who are responsible for their areas specifically and in charge of analyzing the exchange of information between social networks, websites and e-commerce pages. Brands need to further analyze users so as to find out what they like and we need a trained and skilled  team to do this.We need to rethink the traditional structure of a company and create new job titles, such as as Head of Engagement. ”

Juliana Sarria: “We need clients to trust their agencies and share the data with the agency. The data needs to be shared so that it can be analyzed at the right time.”

 

CHECK OUT:
Article: How Social Advertising is becoming huge in LatAm
-Interview: interview with Ricardo Rivera, Head of Marketing at Volaris.

Watch the below VIDEO (in Spanish), with Ricardo Rivera, Marketing Director of Volaris, taken at #PortadaMx this week.

 

Volaris, the low-cost Mexican airline that has an important presence in the U.S. Hispanic market, is one of the pioneers in Mexican online marketing. Approximately 60% of Volaris’ sales are done through online channels, a very high ratio for the Mexican and U.S. Hispanic market where it mostly targets Spanish-dominant  Hispanics. Ricardo Rivera, Head of Marketing, Volaris (watch Video in Spanish), one of the major brand marketers participating at #PortadaLat in Miami on June 8-9, spoke to Portada about what he has  learned in digital marketing and social marketing so far and what he recommends  companies to do to keep up with the latest  trends.

Interview conducted  by Ximena Cassab

Portada: How do you combine advertising with editorial content in social media?

Ricardo Rivera Alaniz_BW_100x100RR: “There are many points that help us keep balanced. The first one is the geotargeting of the messages. 85 per cent of our followers are actually interested in our sales promotions, and 54 per cent of them are only interested in the sales promotion. So it doesn’t feel intrusive to publish our special offers. What will feel intrusive is to publish offers that aren’t relevant to our followers. We can not ignore that people are looking for fares that make you travel, and that’s what we provide them.  On the other hand, there are some topics  that generate more engagement, and we are looking for them all the time. One example is social responsibility. People react very positive to this information and it also generates a lot of engagement. We have also found it very effective to talk about recommendations to travel for less money. People appreciate it.”

We have to get rid of the media manager who only compares media, and start having the one who analyzes performance.

Portada: Talking about geotargeting, in what ways do you segment your customer base?
RR: “Now, thanks to global pages, we have the possibility to conduct  a more segmented management of our audience. We need to do this to be more relevant. Our followers speak different languages; even those who speak Spanish don’t use the same expressions. We need managers responsible for each country and region so that our messages sound natural. We do not deal with the complexity of personalization. I am not worried about this. What we need to have very clear are the engagement success measures and the conversions of this into sales. As long as this is working out well, the complexity will be welcome.”

Portada: Is it more risky to adopt a generalist approach?
RR: “It is much more risky because you take the chance of being less relevant, by speaking in a language or a tone that isn’t used or won’t be understood in a certain country or region. You lose punch of what we call “reactvertising”; what is happening now in this country or in this city. You can’t lose real time advertising.”


Portada: With the development of digital marketing, what structural changes do the companies need?
RR: “We need a performance manager. Many industries today have media managers but this should end. They need someone who can measure each of the advertising channels with precision. We have to get rid of the media manager who only compare media, and start having managers  who analyze performance. The ideal professional for this would be a highly specialized mathematician, someone with curiosity regarding digital matters. We also need an engagement manager, who is in charge of social media, content strategy, sponsors. All this must be put together in the same channel, and with the main goal of generating engagement. This person should be a strategic thinker. It is easy to get lost, this is why you need someone with a market strategy, brand-building strategy, and customer understanding point of view. This way, you will be able to generate engagement with a cause. The challenge here is to manage a hybrid model between in-house and out-of house resources. These managers must have clarity about how their business works so that they can communicate their needs to an external expert agency.”

I recommend a hybrid model, where you keep the most strategic areas covered inside the company, and outsource those things where the agency will do a better job.

Portada: How do you choose the best agency?
RR: “There is no absolute recipe.To choose the right one, you have to pay attention to two things: the car and the driver. There are people who have amazing platforms but don’t know how to use it, and can’t even explain to you how it really works. Sometimes it is better to choose someone who might doesn’t have the newest technology but who is an expert in the subject and gives you an excellent customer service.”

Portada: What should any company take into notice when entering the Latin-American market?
RR: “The Latin-American market needs very simple messages. Irony, for example, doesn’t really work here. You might use it in a couple of twits but not in a whole campaign. People won’t understand nor like it. We are very simple.Also, the penetration of social media is still very low. There are places where Twitter doesn’t even exist. I would recommend having a very strong Facebook strategy if you want to enter this market; the other networks are still developing. And if you are trying to sell by e-commerce, take into notice that people here use their desktop computer at work most of the time. They will use smartphones to stay informed, but the final sale will be made on the computer and during working hours.”

Watch the below VIDEO (in Spanish), with Ricardo Rivera, Marketing Director of Volaris, taken at #PortadaMx this week.

 

Montserrat Santaella, International Promotion Manager at  Grupo Posadas, the  largest Mexican hotel company is the latest addition to our Foro Mexico de Publicidad y Medios tomorrow in Mexico City’s Hotel Presidente InterContinental. Other major speakers include Ricardo Rivera, Head of Marketing, Volaris, Eduardo Angulo, Marketing Director México, Unilever, and Edson Noyola, Director, Cerveza Victoria.

Grupo Posadas owns, leases, operates and manages 110 hotels and resorts for 6 different brands in 45 cities in Mexico and the United States. Mexico’s largest hotel company is expanding north of the border, aiming to open up to 10 luxury hotels over the next five years in U.S. cities with large Hispanic populations and ones that attract Latin travelers, The Wall Street Journal reported earlieCopy of foromex15-eblastr this year.
Santaella will participate in a session on how to market Mexican products and services on both a national and international level together with Edson Noyola, Brand Manager at Cerveza Victoria, Javier Chanfreau, CEO, Medula Network and Santiago Duran, Media Strategy Lead – Spanish LATAM, Google.

More details in the agenda.

Tickets are going fast!  Take advantage of the special online promotion (US $199 only!, it costs US$ 249 at the door).

Marketing and Media Stars participating in #PortadaMex include:

  • Ricardo Rivera, Head of Marketing, Volaris
  • Javier Chanfreau, CEO, Medula Network
  • Juliana Sarria, CSL of Strategy and Product, Arena
  • Saul Hernandez, Head of Digital Latin America, Mindshare
  • Eduardo Angulo, Marketing Director México, Unilever
  • Marine Garmrouguian, Head of programmatic Havas Media Group
  • Gustavo Rivera, Director de México, Emerging Markets YuMe
  • Santiago Duran, Media Strategy Lead – Spanish LATAM, Google
  • Edson Noyola, Director, Cerveza Victoria
  • Montserrat Santaella, International Promotion Manager, Grupo Posadas

Topics they will explore

  • 2016 Latin American Online Video Marketing Trends  (Breakfast sponsored by Yume)
  • Marketing to the new Mexican Woman. Marketing how-to’s and Insights from Unilever.
  • Social Ads: “Social Messaging” and how it should be marketed. Opportunities for brands and agencies.
  • México as a brand: Actionable Insights on how Mexican products and services should be marketed in Mexico and internationally.

More details in the agenda.

Tickets are going fast!  Take advantage of the special online promotion (US $199 only!).

Sponsors

Online Video Breakfast Sponsor
YuMe

Silver
Versy

Bronze
Medula

Exhibit Table
La Voz Media Group

To get information on how to participate in future editions of this important event, please call Bob Oliva al  1 (305) 546-1515 or e-mail him at bob@portada-online.com

A speaker roster of all-star Marketing and Media Stars is all set for our fifth annual Foro Portada Mexico in Mexico City’s Hotel Presidente InterContinental on October 13.

C-level Executives of Unilever, Havas Media, Mindshare, YuMe, Volaris, Versy , Google, Medula and  Cerveza Victoria will dissect key themes impacting Marketing in Mexico as well as spot key trends for 2016.

Copy of foromex15-eblastTopics they will explore

  • 2016 Latin American Online Video Marketing Trends  (Breakfast sponsored by Yume)
  • Marketing to the new Mexican Woman. Marketing how-to’s and Insights from Unilever.
  • Social Ads: “Social Messaging” and how it should be marketed. Opportunities for brands and agencies.
  • México as a brand: Actionable Insights on how the Brand Mexico should be marketed in Mexico and internationally.

More details in the agenda.

Tickets are going fast!  Take advantage of the special online promotion (US $199 only!).

Top Marketing and Media Stars participating in #PortadaMex include:

  • Miguel Vera, Director Myriad, México
  • Ricardo Rivera, Head of Marketing, Volaris
  • Javier Chanfreau, CEO, Medula Network
  • Juliana Sarria, CSL of Strategy and Product, Arena
  • Jorge Guglielmone, CEO Latin America, Mindshare
  • Eduardo Angulo, Marketing Director México, Unilever
  • Marine Garmrouguian, Head of programmatic Havas Media Group
  • Gustavo Rivera, Director de México, Emerging Markets YuMe
  • Santiago Duran, Media Strategy Lead – Spanish LATAM, Google
  • Edson Noyola, Director, Cerveza Victoria

Tickets are going fast!  Take advantage of the special online promotion (US $199 only!).

Sponsors

Online Video Breakfast Sponsor
YuMe

Silver
Versy

Bronze
Medula

Exhibit Table
La Voz Media Group

To get information on how to participate in this important event, please call Bob Oliva al  1 (305) 546-1515 or e-mail him at bob@portada-online.com

We already got major brand marketers and agency executives as confirmed speakers for our fifth annual edition of the Foro Mexico de Publicidad y Medios (#Portadamex), in Mexico City’s Hotel Presidente InterContinental on October 13!

Our Annual Meeting in Mexico City on October 13 has been enthusiastically received by major brand marketers and agency executives who have confirmed their participation as speakers. They include:

  • Eduardo Angulo, Marketing Director Mexico,Unilever
  • Patricia Camarena,  Gerente de Mercadotecnia, Grupo Industrial Lala
  • Ricardo Rivera, Head of Marketing, Volaris
  • Jorge Guglielmone, CEO Latin America, Mindshare
  • Juliana Sarria, FCA Automobiles Senior Account Director, UM Worldwide
  • Santiago Duran, Media Strategy Lead – Spanish LATAM, Google

Some of the key topics we will be exploring:

  • Online Video: The relentless growth of Online Video in Latin America, how brands and agencies can best understand and take advantage of it.
  • Case Studies: Marketing towards the new Mexican Woman
  • Social Messaging and Social Ads: What brands and agencies need to know!
  • Advice on how best to market the brand “Mexico” nationally and internationally

Register here at Early Bird Rate!

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!

Volaris ::: ONEMI – Schackleton Chile ::: Perú Travel – Grupo Ingenia ::: Noblex – Argentina ::: Avantrip – Phd :::

  • Volaris

descargaMexico’s low-cost carrier Volaris is about to launch weekly flights to Florida from Mexico City and Guadalajara. With the addition of Fort Lauderdale, Volaris will have eight direct routes from Mexico City to the United States.This comes just a week after Volaris announced the launch of flights from Guadalajara to the U.S. cities of Portland, Oregon and Reno, Nevada.. The Mexico City route will be a first for Fort Lauderdale-Hollywood since AeroMexico ceased service there in September 2007, while the route from Guadalajara is a completely new.The flights from Fort Lauderdale-Hollywood to Mexico City will operate thrice-weekly on Mondays, Wednesdays and Fridays, departing at 1:15 p.m. for arrival in Mexico at 4:20 p.m., Volaris said.The Fort Lauderdale to Guadalajara flights will run Thursday and Sunday, departing at 3:45 p.m. and arriving at 6:45 p.m.

  • Shackleton Chile

onemi-shackleton-Shackleton Chile has been chosen by ONEMI , the National Emergency Office of the Interior and Public Security Department in Chile, for the development of its new campaign of prevention against earthquakes, after holding a tender in which 13 advertising agencies participated.Among all participants, Shackleton in Chile displayed creativity, enthusiasm and a well-done job to stay in Latin America, so it will be launching a campaign in late November to raise awareness and educate people against possible earthquakes.

  • Peru Travel – Peru

peruTravel-Ingenia-Peru Travel has announced that Grupo Ingenia will be the agency responsible for the portal, which belongs to the Ministry of Foreign Trade and Tourism of Peru, to increase the number of domestic and foreign visitors to the country.

Having won the tender called by Peru Travel, Grupo Ingenia will be in charge of the web  full maintenance included its 13 versions in eight different languages​​, content management, usage, SEO, web analytics and technology.

  • Noblex – Argentina

noblex-Noblex has introduced its new logo and image showing a “more modern, stylized and uncovered” typography. The brand has also added a propeller at the end. The makeover is part of Noble’s marketing strategy that has been carried out since 2013 and included the presentation of a new isotype and its’ campaign “Viví Noblex, Viví Genial.”Noblex new identity was developed locally by agency RIB and can be displayed in all brand communications, which seeks to position itself as a fresh, young and aspirational brand.

  • Avantrip – Argentina

Phd_Avantrip-Phd, the media agency led by Daniel Santuccio, has been chosen by Avantrip to develop its’ strategy, media planning and buying.

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. 25 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Kelley Eberhardt at 1-212-685-4441 or e-mail her at kelley@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • nTrigue

LatinWorks, a full-service cultural branding firm, announced the launch of nTrigue, a new strategic business unitdesigned to expand upon the firm’s media planning and buying operations. nTrigue begun operations last week on April 15th, 2014. It will be spearheaded by Keisha Andrews-Rangel, in the role of Managing Director. (Read today’s Interview with Keisha Andrews-Rangel)

  • Kellogg’s

Kellogg’s is launching Días Grandiosos, a mobile app that provides Latina moms with culturally relevant recipes, tips, articles and original content. Designed to empower Hispanic women, information on Dias Grandiosos is provided by real Latinas. Moms have access to authentic and relatable stories from Latinas like them as well as a platform to share what they have learned. Días Grandiosos will also feature inspirational stories of family togetherness, also from real Latina moms. The online community will be accessible anywhere, via browser, smart phone or tablet.“Dias Grandiosos is grounded in the understanding that Latinas are trying to find balance between maintaining their cultural heritage while embracing a more American lifestyle,” said Christopher Rivera, associate director, multi-cultural brand marketing. “We help her find this balance through deliciously nutritious recipes, compelling articles, and relatable stories about real Hispanic women and their families with topics that she cares about and that are relevant to our brands.”

  • Maxwell House

Maxwell HouseMaxwell House, the Kraft Foods’ coffee brand, will spend around US $25 Million in a multiplatform ad campaign, which will introduce new packaging, logos and products, The New York Times reported. The campaign will include digital and social, in addition to television. Seven agencies are involved in the campaign, with Wieden + Kennedy handling creative and Starcom in charge of media planning and buying.The company expects that Wieden + Kennedy, which helped revive the Old Spice brand, brings similar results to the coffee brand.

 

  • Volaris

volarisVolaris, a Mexican airline, has started flights services— twice a week — from L.A./Ontario International Airport to Guadalajara. This move puts the airline in direct competition with AeroMexico, which offers flights to the same destination, for a limited market after the recession. The twice-weekly flights from ONT will be on Sundays and Thursdays. Volaris’ arrival is also significant because it is the first new carrier since 2007 for ONT. Until today, AeroMexico had not only been the lone international service out of ONT but the only carrier to serve the Hispanic market in the Inland Empire. Now the airline plans to return to daily service for the summer. ONT does have a new program meant to promote new service through broadcast and print media. Volaris expressed interest in the program but has not signed up for it to date. It might do so as summer approaches.

 

  • Best Western

best westernBest Western is helping travelers plan, share and win a summer getaway through its new “I Dream of Summer” integrated campaign,which will engage with consumers across the brand’s digital channels. Each week, travelers are able to find new content from Best Western and its partners including suggestions on destinations, tips and tricks on ways to save and insight on summer vacation. Travelers can join in the conversation by using the #IDreamOfSummer hashtag on Twitter, Instagram and Pinterest to share their summer travel plans or receive responses from travel experts. In addition, now through May 9 travelers can create and share their summer travel “Wishlist” through an image generator on the brand’s Facebook page. Participants also have the chance to win a summer vacation via a sweepstakes.  Best Western Rewards members who stay two separate times at any of the brand’s more than 4,000 hotels worldwide a US $50 USD Best Western Travel Card® to use for their summer stays.

  • GO Veggie!

goveggieGO Veggie!, formerly Galaxy Nutritional Foods, has named Whitney Velasco-Aznar Vice President of Marketing. A global marketer, Velasco-Aznar brings more than 20 years of experience ranging from blue-chip multinationals General Mills, Nestle, Mars and Hormel Foods to startup Beyond Meat. Her experiences range from building a brand and running a business to leading teams, developing people and creating innovation. In her new role, she will direct all marketing and communications and report into GO Veggie!’s CEO, Rick Antonelli.

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS!
For detailed contact information on Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to
Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics with more than 3,000 Leading Agency and Marketing/Advertising Directors. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory
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SEE A DEMO OF THE DIRECTORY!

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Kelley Eberhardt at 1-212-685-4441

If you want to get your ticket to the  2014 Latam Summit  at the bargain early bird price of  US $449 (US$ 599 if you also want to attend the Latin Online Video Forum), make sure that you get your ticket by this Friday April 11.

We have to new speaker confirmations: Ricardo Rivera Alaniz, Marketing Director, Volaris and Clara Alvarado, Senior Marketing Manager, Cisco. Both executives will be speaking in different panels about the 2014 Latam Summit’s Theme of  “Entering the Real-Time Marketing Age”.

The are being added to a very high quality roster of speakers including:

– Scott Dadich, Editor in Chief, Wired
– Mercedes Lopez Arratia, Head of Digital Marketing and Premium Marketing, Banamex
Caio del Manto, International   Brand Planning Lead Latin America / Global Brand Strategist, Mondelez
Annika Blockstrand, International  Regional Media Director, Mondelēz
– Carlos EspindolaeHub Manager Latin America, 3M,
– Felix PalauBrand VP Global MKT Américas, Heineken and
– Javier Salas RodriguezDigital Acquisition Marketing Manager, American Express

The Latin Online Video Forum and the 2014 Latam Summit will be taking place on  June 3-4, 2014 in Miami’s InterContinental Hotel.

Early Bird Ticket pricing expires this Friday April 11! Get your ticket now!

Or buy a combo ticket to the Latin Online Video Forum and Latam Summit and the HOTEL IS ON US!

  • El Pollo Loco

Costa Mesa-based El Pollo Loco Inc. might be searching for a new advertising agency of record. The grilled chicken chain is no longer working with Hollywood-based goodness Mfg., Ad Age reports.  Advertising Age. Goodness Chief Executive Rick Eiserman confirmed the news to Ad Age, citing “creative and strategic differences,” for the split. The news comes less than two months after El Pollo Loco announced the hiring of Chief Marketing Officer Ed Valle. Valle filled a position left open after former Chief Marketing Officer Karen Eadon left the company last year. El Pollo Loco hired goodness in February to handle its Hispanic advertising and general market accounts. The agency’s first campaign for El Pollo, called “Feel the Mexcellence,” launched in the summer with TV and radio spots, social media and in-store signage.

  • Best Buy

    Teresa Iglesias Solomon is no longer VP Multicultural at  Best Buy. Iglesias Solomon is now working as Strategic Latino Marketing Consultant at Iglesias Latino Strategies. While Best Buy has not named a new VP Multicultural, Manny Palomo,  Director, Marketing & Strategy, Latino & Multicultural Initiatives, is responsible for Best Buy’s Hispanic Marketing strategies.
  • California Association of Realtors

    In an effort to meet the needs of Spanish-speaking home buyers in California, the California Association of Realtors (C.A.R.) launched Sucasa.net (http://www.sucasa.net), a brand-new Spanish-language property search website.
  • Enrique Dussan has joined Miami based ad agency Republica as VP of Media Services. Previously he was with Wing.
  • Volaris-MPG

    Media Planning Group Diversity  in NYC recently won the Volaris account. Volaris is a Mexican low-cost airline that flies from  Los Angeles, Chicago, San Francisco, San Jose, Los Angeles, San Diego, Fresno and Las Vegas to several Mexican cities.

  • Karyon

Three partners with extensive multi-cultural experience have joined forces to create a full-service integrated marketing communications agency with offices east and west of the Hudson River – Chelsea in NYC and Gladstone NJ.

  • Lanza Group – Centennial Olympic Park – Fiesta Atlanta

Lanza Group, LLC announced Centennial Olympic Park as the official home of Fiesta Atlanta through 2015.

  • Domino’s pizza – Facebook

Domino’s pizza celebrates first Global Domino’s Day on Facebook: 50 percent off any menu-priced pizza ordered online through a specialized Facebook tab.

  • NASCAR

NASCAR has hired Kim Brink as managing director of brand and consumer marketing. She will be based in Daytona Beach.Brink joins NASCAR from General Motors where she was most recently executive director of advertising and sales promotion for Cadillac.

Brink will report to Steve Phelps, NASCAR chief marketing officer.As head of NASCAR's brand and consumer marketing group, Brink will focus on helping to execute the company's five-year strategic business plan adopted earlier this year. The plan includes growing NASCAR's youth and Hispanic fan base; developing a wide-reaching digital and social media strategy; building driver star power; and improving the at-track experience for fans.

For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to detailed contact information through Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics. More than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).

If you are a Subscriber to the Directory login and access the Directory.

Advertising: The Answers to 12 Questions Brands are Asking for 2021 and BeyondMars, The Home Depot, Cutwater Spirits, Bimbo Bakeries USA, Cacique®, Greenwood, Walmart, Target, Levi Strauss & Co., … and more brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Mars 

MarsMars, Incorporated launched #HereToBeHeard, a new global crowdsourcing campaign that elevates the voices of women from all intersections – including race, age, sexuality, religion and ability – to help shape a more inclusive business environment and create a world where all women can thrive. As part of the company’s Full Potential platform for action on gender equity in its workplaces, sourcing communities, and the marketplace, #HereToBeHeard asks women everywhere: “What needs to change so more women can reach their full potential?” The responses will inform the concrete actions Mars will take – both within its value chain and in broader society – to close the gender opportunity gap. To kick off the conversation, Emmy award-winning actress and host Tamera Mowry-Housley joins a roster of inspiring women influencers including Poppy Jamie, Hani Sidow, Helen Wu & Kellie Gerardi who will lend their experiences and invite women to share their voices and vision at beheard.mars.com. Currently, women make up 51 percent of the world’s population and could contribute us$28 trillion to the global GDP, and yet so often their voices go unheard. The initial phase of #HeretoBeHeard, where women’s voices will be collected, will run through March; after which the submissions will be analyzed by the Oxford Future of Marketing Initiative (FOMI) at Oxford University’s Saïd Business School. The results will be shared with the world in a study by Oxford this summer and will inform the action plans of Mars’ Full Potential platform, including policies Mars can implement and advocate for in its commitment to unlock opportunities for women.

  • The Home Depot 

The Home Depot appointed OMD as its new U.S. media AOR, following a review that started last summer. The appointment includes traditional and digital media.  Home Depot spends around US$450 million on measured media annually. Home Depot spent around US$382 million on media in the U.S. from July 2019 to June 2020, according to data consultancy COMvergence, of which an estimated US$248 million was spent on traditional channels and US$134 million on digital. Home Depot is also in the midst of a creative review, according to Adweek.

 

 

  • Cutwater Spirits 

cutwaterCutwater Spirits, US cocktail brand., releases its “Cut Out With Cutwater” ad campaign with a TV commercial airing on game day, digital takeovers, and a social media series featuring actress Emily Hampshire, renowned for her role as Stevie Budd on Schitt’s Creek  and “longtime Cut Out enthusiast.” The campaign is all about cutting away from the daily routine and draws from the core values that have inspired Cutwater since the brand’s very beginning. The new 30-second “Cut Out” spot is Cutwater’s first-ever ad to run during the biggest football game of the year, and is now airing on TV channels including ESPN and CBS Sports, as well as social media. On Sunday February 7th, the ad will air in key regional markets on the west coast including Los Angeles, San Diego, San Francisco, Sacramento, Las Vegas, Phoenix and Seattle. There will be an accompanying national rollout on YouTube the following day (2/8).Cutwater is also partnering with actress and comedian Emily Hampshire of Schitt’s Creek, a self-proclaimed “longtime cut out enthusiast” in a lighthearted social media campaign which kicks off on Instagram and Twitter. While the TV commercial comes to life with lively outdoor “Cut Out” occasions, Emily will highlight her own hilarious at-home interpretations of the theme. The Cut Out campaign will run as Cutwater Spirits continues to innovate in 2021, offering new forms and flavors for enjoying an excellent cocktail anywhere. New releases include the expansion of tequila-based ready-to-drink offerings with a new fruit-forward margarita lineup and a series of frozen tequila pops.

Portada Live

At this exclusive virtual event, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

  • Bimbo Bakeries USA

bimboBimbo Bakeries USA (BBU), a subsidiary of Mexican bakery giant Grupo Bimbo SAB de CV, has launched SweetSnacking.com, a new direct-to-consumer platform that allows consumers to have their favorite BBU brands shipped directly to their homes. According to Bimbo Bakeries USA (BBU),the coronavirus pandemic has created demand for products that may be shipped directly to consumers’ homes. SweetSnacking.com will seek to fill that need. BBU’s new service allows consumers to select from 10 pre-made boxes that offer a varied combination of the company’s brands, including Entenmann’s, Sara Lee, Thomas’ and Takis. Deliveries, which are shipped for free, are made directly to consumers’ homes for ease and convenience. Delivery is currently available to select ZIP codes. Bimbo reported strong performance in Q3 2020, driven by better-than-expected results from its Sweet Goods category, which offset the drag from impulse items like on-to-go foods due to the pandemic.

  • Cacique® 

 

cacique

Cacique®, LLC – an independently owned Hispanic foods company and maker of the #1 brand of authentic Mexican-style cheeses, cremas, and chorizos in the U.S. – announced an addition to the company’s ownership group as part of a round of funding that will be used to accelerate the brand’s continued rapid growth nationwide. Boston-based investment manager The Baupost Group, LLC (“Baupost”) will take a minority stake in Cacique.Demand for Hispanic foods is exploding nationwide, and consumers are seeking authentic ingredients and high-quality products in this category. This investment is an important next step for the future of Cacique, and will support the company’s long-term growth strategy, as well as allow the company to meet the growing demand for its products. Using the proceeds, Cacique will expand production capacity, increase R&D to drive product innovation and continue to sustainably enhance its national presence.

  • Greenwood 

Greenwood, a digital banking platform for Black and Latino individuals and businesses, announced it has surpassed 500,000 sign-ups for its virtual banking services in just 100 days. In addition, Greenwood announced a donation to the Drum Major Institute, an organization co-founded by Rev. Dr. Martin Luther King, Jr. and dedicated to creating commonsense solutions to drive social progress for all American citizens. A contribution also will be presented to the Martin Luther King, Jr. Center for Nonviolent Social Change, an organization founded by Mrs. Coretta Scott King as the official living memorial of the life, work and legacy of Dr. King. Greenwood, a socially responsible banking platform, was founded by Civil Rights leader Andrew J. Young; rapper and activist Michael “Killer Mike” Render; and Ryan Glover, founder of the Bounce TV Network and other companies. Greenwood features best-in-class online banking services and innovative ways of giving back to Black and Latino causes and businesses.

  • Walmart 

walmartAfter doubling business last year, Walmart is planning to grow its digital media arm into one of the top-ten advertising platforms in the United States by joining digital with an in-store network of 170,000 screens, sampling, and even drive-in movies, mediapost reported. The company also renamed its media business, Walmart Connect, formerly known as Walmart Media Group. The new strategy is focused on ecommerce targeted ads as it attempts to fight off rivals like Amazon and Target. Ads from consumer products goods companies and other manufacturers will run on Walmart.com and the Walmart app to shoppers as they are purchased in real-time, using first-party shopper data from its website, payment systems and other in-store and online platforms. Walmart will give brands the opportunity to advertise on nearly 170,000 digital screens at self-checkout kiosks and on TV walls in more than 4,500 stores.

  • Target and Levi Strauss & Co.

Target Corporation announced a limited-edition collection with Levi Strauss & Co., featuring an assortment of home and lifestyle items and marking Levi’s® first Home partnership. Reinventing what a retailer’s relationship with a national brand can represent, the Levi’s® for Target limited-edition Home collection builds on the decade-long partnership between the two iconic companies, which began with the introduction of the DENIZEN® from Levi’s® value denim brand, and expanded in 2019 with the introduction of Levi’s® Red Tab brand at Target. As part of the Red Tab expansion, Target is rolling out curated in-store displays to be set in 500 stores by Fall 2021.  The new Levi’s® for Target limited-edition collection launches Feb. 28, 2021. Available at Target.com and in most Target stores, the collection features thoughtfully-designed, durable pieces meant to inspire a more sustainable home and life.Levi’s® for Target includes more than 100 items and ranges in price from US$3-$150, with most items under US$25. The collection will be available at most Target stores and Target.com beginning Sunday, Feb. 28, while supplies last. In addition, the collection will be available via Target’s contactless same-day services, including Drive Up and Order Pickup. Mehreen Hussain,  Marketing Director, Inclusive Marketing at Target will be participating at Portada Live Collaborative Knowledge-Sharing Session: How to personalize at scale when targeting multicultural consumers next March 24th, 2021. 

  • Sigo

SigoSigo, an inclusive auto insurance provider focused on providing affordable access to underserved populations, has partnered with Mexico-based Saive to launch the Calles Seguras Initiative through the Sigo powered by Saive App, a free safe driving app now available to all drivers. Use of the mobile telematics solution, the first in the U.S. that’s natively in Spanish, allows users to review their driving behavior, become a safer driver, and earn rewards while doing so. According to Pew Research, Hispanics have accounted for more than half of the U.S. population growth since 2010. To better serve this segment of the population, and the growing number of Hispanic drivers, Sigo created a bi-lingual, tech-enabled solution to help customers with limited insurance histories get basic liability policies without having to visit a brick-and-mortar agency or pay extra fees. With the introduction of the Calles Seguras Initiative, the Hispanic population can now also continue to improve their driving skills, whether they are a Sigo customer or not.

 

 

Sephora-Kohl’s, HHS, CVS, Pepsi, Visa, Motel 6, Under Armour, Steinmart,  … and more brands targeting the U.S. consumer right now. 

  • HHS

    Department of Health and Human ServicesThe Department of Health and Human Services on Friday launched a national ad campaign promoting awareness about the forthcoming coronavirus vaccines with a US $150,000 ad buy on YouTube, CNN reports. The ads will stream across YouTube, include clips from a six-minute-and-30-second public service announcement video featuring Dr. Anthony Fauci, FDA commissioner Stephen Hahn and Chief Scientific Adviser to Operation Warp Speed Dr. Moncef Slaoui explaining how vaccines are approved, how they’ve beaten diseases in the past, and how this vaccine can help the U.S. beat the coronavirus pandemic. HHS plans to spend U.S. $250 million on a national education campaign to promote the vaccine in the coming weeks with an emphasis on digital and social media. 

  • SteinMart

SteinMartOn the heels of its purchase of the Radio Shack brand and re-launch of Dress Barn and Pier 1 Imports into online-only businesses, REV) announced that a subsidiary emerged as the winner of a bankruptcy court auction for the  intellectual property of Stein Mart Inc. REV expects to re-launch the off-price family fashion and home goods retailer as an online-only store early next year. The REV subsidiary acquired the Stein Mart nameplate as well as its private label brands, domain names, social media assets, and customer data from Hilco Streambank, an IP advisory firm that was marketing the assets. “Our growing set of investors sees Stein Mart as another important addition to our  increasing stable of venerable brick-and-mortar retail brands that we are bringing back -to-life as online destinations,” said Alex Mehr, CEO of Miami-based REV in a statement. , which, over the last two years, has also acquired such brands as Linens ‘N Things, Modell’s Sporting Goods and Franklin Mint. REV Executive Chairman Tai Lopez said Stein Mart was a pioneer in taking an off-price brick and mortar retail concept online.  “The company’s investments in an omnichannel platform for its offering of designer and private label fashion apparel, shoes, home décor and accessories paved the way for Steinmart.com to post double digit sales growth and increase its average online order to $80,” Lopez said.

Portada LiveJOIN US AT PORTADA LIVE March 24, 2021

At this exclusive virtual event, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • CVS

CVS Pharmacy y MasCVS is growing its Hispanic-focused CVS Pharmacy y mas chain, with a special focus on grocery. CVS Pharmacy y más stores are designed to provide an enhanced, convenient and personalized shopping experience specific to local Hispanic communities. The company is opening 12 more CVS Pharmacy y más stores, this time in New York and New Jersey, the first stores of this kind in the Tri-State area. Shoppers will find tailored deals from products and brands they know and love, with a higher level of customer service and lower prices. CVS Pharmacy y más opened locations at 89-11 Northern Blvd. in Jackson Heights and 329-339 Wyckoff Ave. in Ridgewood in November. Other New York stores also opened in the Bronx at 732 Allerton Ave. and 1688 Westchester Ave., as well as in Central Islip at 2 East Suffolk Ave. The store format incorporates bilingual staff and signage, and features more than 1,500 products from trusted Hispanic brands, such as Iberia FoodsYauconoFabulosoTio NachoPilon and Café La Llave. CVS Pharmacy has opened more than 200 CVS Pharmacy y más locations in more than 90 cities across California, Florida, Nevada, Oklahoma, Texas and Puerto Rico since 2015.

  • Sephora-Kohl’s

    Kohls SephoraKohl’s  and Sephora announced a long-term strategic partnership marrying Kohl’s customer reach and omnichannel convenience with Sephora’s service, product selection and beauty experience. “Sephora at Kohl’s” will be a fully-immersive, premium beauty destination, designed within a 2,500 square foot space and prominently located at the front of the store. When the first 200 locations open in Fall 2021, the Kohls.com online beauty selection will also convert to exclusively showcase an expanded assortment of Sephora’s prestige product offerings. The partnership will expand into at least 850 stores by 2023, offering an expansive footprint, a wide-reaching customer base and visibility for Sephora’s brand partners within the prestige environment in which they thrive. Sephora will bring its, playful trial and immersive prestige beauty experience, with more than 100 carefully curated beauty brands to Kohl’s 65 million customers across the U.S. Sephora has 500 of its 2,600 stores in the Americas and Kohl’s has more than 1,150 locations in 49 states, serving 65 million customers, with very limited overlap between the two store networks. Both companies expect that this combined offering of at least 850 Sephora at Kohl’s locations by 2023 will draw new and younger customers to Kohl’s and will bring the Sephora experience to millions of new shoppers and existing members of the Sephora beauty community, who may not live close to a Sephora location. Online, the Sephora at Kohl’s experience will launch on Kohls.com in Fall 2021, making Sephora the exclusive beauty partner on Kohls.com. (Three weeks ago Target and Ulta Beauty announced a similar partnership).

  • Pepsi

    PepsiPepsiCo announced the extension of its partnership with the UEFA Champions League for the 2021/22 – 2023/24 seasons. The continuation follows PepsiCo’s recent announcement of its multi-year premier partnership with UEFA Women’s football through 2025, now presenting a unified and significant presence across football’s prestigious league. SodaStream© joins PepsiCo’s starting brand line-up for its UEFA Champions League activation, alongside the Pepsi® trademark – including Pepsi MAX, Lay’s® and Gatorade™. Doritos®, Ruffles®, Lipton® and 7UP® will also support.

  • Motel 6

    Motel 6Motel 6, the leading economy lodging brand, has selected Barkley, a Kansas City-based independent agency as its new agency of record. The decision comes after an agency review and request-for-proposal process, which kicked off earlier this year and narrowed a field of agencies before awarding the business to Barkley this month. “Motel 6 is an iconic brand with a 58-year history leading the economy lodging segment. A large part of that success has been our commitment to keeping the light on for our guests and being there when and where they need us – and that has been a considerable advantage for us in a year like 2020,” said Rob Palleschi, CEO of G6 Hospitality. “Still, you can’t continue to lead a category in today’s environment without evolving, which is why we are excited to be partnering with Barkley to advance our strategic vision for the brand and shine a fresh, new light on a legacy brand.” In the past few years, Motel 6 has implemented a number of initiatives to restructure and evolve the business in ways that place greater emphasis on its brand management. As part of these changes, the company appointed Adam Cannon to the newly created role of vice president of brand management, and in this capacity he will be managing the Barkley relationship. Simultaneously, Motel 6 has added 98 franchise properties to its portfolio in 2020 and continues to project similar growth into 2021. The introduction of new Brand Standards across independently owned properties and a renewed commitment to consistency around quality, safety, and service through those standards has been a key focus for the brand management team. Barkley will be working with Motel 6 on several key initiatives in 2021, including a ‘return to travel’ campaign, expanding its reach to guests, and aligning across multi-channel marketing efforts.

  • Visa

    VisaVisa has selected Wieden + Kennedy and Publicis Groupe to handle global advertising duties. The financial institution spent US $60 million on measured media in the U.S. last year according to Kantar Media, and an estimated $200 million globally.  W+K succeeds BBDO as lead on creative strategy and major creative advertising initiatives while Publicis Groupe will continue to be responsible for global media and add to its remit production and support for the brand’s “hyper local work,” according to a message posted on the company’s LinkedIn page by Chief Marketing &Communications Officer Lynne Biggar. “Accelerating business for and with our customers means we’re always innovating and pushing forward – exploring new ways to meet evolving needs to achieve impactful outcomes,” stated Biggar. “Our brand and business ambitions warrant having Wieden+Kennedy and Publicis Groupe partner together to expand our brand platform by combining both best-in-class creative and global execution expertise.”

  • Under Armour

    Under ArmourUnder Armour and NBA basketball star Steph Curry launched Curry Brand   on December 1, a collection of “footwear, apparel, and accessories backed by Under Armour’s performance product innovations.”
    Curry Brand features footwear, apparel, and accessories backed by Under Armour’s performance product innovations. But there’s more to the brand than product— a percentage of Curry Brand’s yearly revenue will be invested in under-resourced communities. The goals are as high-achieving as his basketball records: by 2025, the Curry Brand aims to create at least 20 safe places to play, support 125 programs that impact young athletes, and deliver opportunities to train more than 15,000 coaches—making an overall impact on more than 100,000 youth. While Curry Brand’s efforts will eventually reach communities worldwide, they will begin in Oakland, where the brand will collaborate with local organizations like Positive Coaching Alliance and Coaching Corps to provide professional development for every youth sports coach in the Oakland Unified School District and the Oakland Parks & Recreation Department. Oakland will then serve as a model for other regions.

  • Illinois Department of Human Services

    The Illinois Department of Human Services (IDHS) announced the launch of a statewide outreach campaign to Latinx and immigrant communities facing disproportionately high COVID-19 positivity rates. The campaign communicates in Spanish and 16 other languages through a variety of ways to help empower community members to protect their health. “As the COVID-19 pandemic continues, we are seeing that our Latinx and immigrant communities are disproportionately suffering, and it’s a priority for my administration to make sure we’re doing everything we can to share the most accurate and updated information so individuals can protect themselves, their families and their communities,” said Governor JB Pritzker. Officials say the Latinx community has a positivity rate of more than 20%, nearly double the positivity rate among all other races and ethnicities, and accounts for 21% of positive cases in the state.

 

Georgia-Pacific, Utz Brands, Target-Ulta Beauty, Honda, McDonald’s, Volaris…. and more brands targeting the U.S. consumer right now.

  • Georgia-Pacific

Georgia-PacificPaper goods manufacturer Georgia-Pacific, a Koch Industries subsidiary, has selected Omnicom Media Group’s OMD as its U.S. media agency of record. Georgia-Pacific spent an estimated US $66 million on offline media from July 2019 to June 2020, according to data consultancy COMvergence. OMD will be tasked with all traditional and digital media planning and buying in the U.S. across Georgia-Pacific’s consumer brands portfolio, which includes the Angel Soft and Quilted Northern toilet paper brands, Brawny and Sparkle paper towels, Dixie cups and paper plates and Vanity Fair napkins. Georgia-Pacific handles programmatic media buying in-house.
Publicis Groupe’s Zenith was incumbent on the account for nearly two decades. .“Like most in our industry, 2020 has required Georgia-Pacific to fundamentally change how we work,” Georgia-Pacific vp, consumer experience Laura Knebusch said in a statement. “We look forward to partnering with OMD as we transform our media approach to achieve our brand growth objectives.” The paper good category saw a boost in 2020. Demand has come down since the 200% surge in paper good consumption in the early days of the pandemic when consumers were panic buying.

 

Utz Brands

Utz BrandsSalty snacks manufacturer Utz Brands  announced that two of its subsidiaries entered into a definitive agreement to buy Truco Enterprises, the producer of the ON THE BORDER (OTB) brand of tortilla chips, salsa, and queso. Heron Holding Corporation and Utz Quality Foods will pay $480 million to acquire the business. “This strategic acquisition will make Utz a significant player in the tortilla chip subcategory, where OTB holds the #3 position, and also provides us with a meaningful position in salsa, queso, and dips,” Dylan Lissette, chief executive officer of the snack maker said in a company release. “In combination with our small, but growing, premium Tortiyahs! Brand, the integration of the ON THE BORDER brand will continue to improve Utz’s scale and product diversification, which are important success factors for salty snacks.” Utz said it will utilize its capabilities in sales, manufacturing, and distribution to build the brand’s presence in channels where it is currently under-represented, including grocery and convenience. The company will also put its marketing and innovation resources behind OTB. The ultimate goal of Utz Brands is to become the fastest-growing, pure play branded salty snack platform in the U.S.  Utz Brands recently appointed Chattanooga, TN, based The Sasha Group as its marketing agency of record as the company shifts towards a digital-first, innovative and disruptive consumer marketing.

 

Portada LiveJOIN US AT PORTADA LIVE March 24, 2021

At this exclusive virtual event, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • Target – Ulta Beauty

    Target and Ulta Beauty announced a partnership to open more than 100 store-in-store locations in 2021. “The partnership brings Ulta Beauty’s best-in-class beauty authority to millions of guests who love the ease and convenience of Target’s one-stop shopping experience,” a joint news release said. More than 100 Ulta Beauty at Target locations, complementing Ulta’s existing store footprint, are expected to open in the second half of 2021, according to the release. There are plans to add hundreds more later. The 1,000-square-foot, shop-in-shop locations will mirror Ulta’s stand-alone stores, according to the release. They will be located next to Target’s existing beauty section. Ulta will train Target team members to be experts in its “prestige” beauty offerings.

  • Honda

    HondaHonda is taking an new approach to the next Civic’s online reveal. It is being broadcast on Twitch — a first for the industry — on Honda’s Head2Head Twitch channel. The event, to take place on Tuesday, Nov. 17 live  and will be hosted by Rachel Seltzer and MonsterDface, who will be joined by a quartet of top Fortnite players and another four top Twitch streamers. Those eight participants will form two teams and battle it out in Fortnite. The reveal and gameplay will also include a performance by Grammy-nominated recording artist Cordae. Honda says the 2022 Civic Sedan will launch in late spring 2021.

     

  • McDonald’s

    McDonald'sMcDonald’s announced a new growth strategy under the name “Accelerating the Arches”, which encompasses all aspects of McDonald’s business as a leading global omni-channel restaurant brand. One of the three growth pillars is denominated  “Maximize our Marketing” by investing in new, culturally relevant approaches to effectively communicate the story of brand, food and purpose. According to the press release, “underpinned by actions that support communities, the Golden Arches will maintain cultural relevance through clearer and more effective marketing, unlocking the power of the brand as a growth driver in its own right.” A renewed focus on McDonald’s purpose will come to life in a new campaign, “Serving Here. According to the release, “the campaign demonstrates the Company’s values and illustrates its commitments to the communities, customers, crew, farmers, franchisees and suppliers it partners with and will be animated with actions in its top markets. To drive that connection, the Company will continue listening to customers and finding opportunities to create cultural moments. The Famous Orders promotion in the U.S., so far with Travis Scott and J Balvin, is just the beginning.” McDonald’s will also introduce new packaging globally with a modern, refreshing feel and playful touches to unify branding in markets all over the world.

  • Volaris

VolarisVolaris, the ultra-low-cost Mexican airline, is introducing a new new Mexico City (MEX) – Houston (IAH) route with four weekly frequencies on Thursdays and Sundays. In the midst of the new normal, Volaris remains committed to being one of the airlines with the most active routes and operations, so during November 2020 it will connect Houston with two of the main tourist destinations in Mexico: Guadalajara and now Mexico City.  “It is our responsibility to offer a comfortable and safe airport with the necessary sanitation measures for all our visitors, which is why we have implemented our FlySeguro Houston initiative (https://www.fly2houston.com/vuela-seguro). We are honored that Volaris has implemented this new route between Houston and Mexico City, but most importantly that they work with us day after day for the welfare of the public ” said Mario Díaz, Director of the Houston Airports.

 

  • The Dominican Republic

    The Dominican Republic Ministry of Tourism has launched a new repositioning campaign showcasing the beauty and unparalleled experience of vacationing inthe Dominican Republic through the eyes and words of travelers. “The Real DR” is part of a multi-pronged marketing campaign which invites travelers to experience Dominican Republic’s brand through unscripted statements, stories and testimonials of actual tourists. In an effort to regain consumers’ trust and reinforce Dominican Republic’s reputation as a safe and paradise like destination, the Ministry of Tourism developed and launched #TheRealDR, an integrated marketing and communication campaign focusing on a six-pillared approach: Advertising, Public Relations, Social Media, Celebrity Marketing, Trade Marketing and Paid Search. The specific plans for each of the verticals are designed to work in unison to promote third-party endorsements, highlight the country’s strongest asset, the people, both visitors and locals, and show the world #TheRealDR.

  • South Eastern Grocers

    South Eastern GrocersSoutheastern Grocers opened four new Winn-Dixie stores in Boynton Beach, Gainesville, Jacksonville and Lakewood Ranch, Florida. These new locations are the first four openings of eight new Florida Winn-Dixie stores revealed this past May. The other four will be in Ft. Myers, Lake Mary and Melbourne later this year and Viera in early 2021. Customers at the four new Winn-Dixie locations will encounter such enhanced offerings as farm-fresh produce with 100-plus organic varieties, plant-based proteins made on site, specialty cheeses, fresh sushi made daily and a broad selection of grab-and-go meal options.  Among the stores’ other amenities are also new seafood departments and fresh bakery selections. Jacksonville, Florida-based Southeastern Grocers is one of the largest conventional supermarket companies in the United States, with grocery stores, liquor stores and in-store pharmacies serving communities throughout Alabama, Florida, Georgia, Louisiana, Mississippi, North Carolina and South Carolina. 

 

Marketing technology (MarTech) has revolutionized the way that most areas of marketing are planned, executed, and evaluated. Due to the pandemic induced e-commerce boom, in 2021 and beyond, brand marketers MarTech needs worldwide have evolved towards all e-commerce related martech areas, including  e-commerce marketing, advertising and multi-channel data collection, attribution, curation, enrichment and decisioning. Navigating the now 7k+ platforms that claim to help marketers understand, reach, engage, and measure their target audiences is no small task. Here is a primer on marketing technology – what you need to know about today’s MarTech platforms, how you can evaluate and select them for your specific needs, and how the industry will evolve in 2021.

The Basics

Marketing technology has traditionally come in the form of a software whose principle aim is to assist you in planning and carrying out marketing campaigns, gathering and analyzing the results, and applying insight to future campaigns.

At the most basic level, marketing technology can be broken down into six groups that marketing technology “godfather” Scott Brinker defined as:

• Advertising & Promotion
• Content & Experience
• Social & Relationships
• Commerce & Sales
• Data Management

Portada annually surveys hundreds of brand marketers in the Americas which of the above 5 categories of MarTech they will be mostly investing in the next 12 months. They are also asked what their priorities are within the top category. Here is our recently published survey on brand MarTech investments in 2021 and beyond.
and here our 2020 Portada Insight Report: What Brand Marketers Need from MarTech in 2020.

 

The advent of marketing technology can be brought back to 1999, when Salesforce launched the Software-as-a-Service model with the goal of making it unnecessary for organizations to spend a fortune to create their own bespoke CRM systems that were often slow and tedious to use. Under SaaS models, brands pay a monthly or yearly fee to use the tools offered. These tools can cost anywhere between $5,000 to $50,000 a year.

Fast forward and today, 29% of marketing budgets are dedicated to marketing technology, Ogilvy has a 900-person MarTech team, and MarTech software are being acquired for billions of dollars.

What MarTech Does for Marketers

The best MarTech tools will offer a combination of the following benefits:

  • Automation of workflows: Most marketing technology solutions automate tasks that are too time-consuming and/or complex to complete manually, like pulling, organizing, and analyzing data.
  • Support streamlined communication: Most MartTech services will enable better communication within and between work teams through tools that help teams track the status of projects and increase collaboration.
  • Generate insights: MarTech solutions should do more than pull data – they should be able to draw actionable conclusions that support better decision-making, optimize campaigns, and reveal opportunities and gaps.

Breaking Down the Software Types

Perhaps the most basic way to break down marketing technology is to think about them as either point solutions, which provide tools that address one specific aspect of marketing, or suite solutions, that address more than one category of tools. When a vendor combines these tools under one platform, it is often called a MarTech stack. Whether a brand selects a point or a suite solution depends on a variety of factors determined by a campaign’s objectives and budget, and there are very good reasons for picking both.

Marketing Technology
Marketing Technology Vendors

To choose your suite of tools, it is important to consider your business model, marketing goals, and how your targets move down the marketing funnel. Often, products are more effective at assisting with a particular stage of the funnel than others, Smart marketers will make sure to combine tools whose tools will help you address the entire sales funnel. Getting to know the tools yourself will be important for both selecting and using them effectively: many of them offer free trials, which you can take advantage of when comparing your options.

Let’s dive a bit deeper into the types of tools a marketing technology solution might offer:

Content Marketing tools address the content production process, providing assistance with content management. This means tools for search engine optimization, landing page and A/B testing, content discovery, content distribution, digital asset management and lead generation.

Rich media tools assist with design, video, and audio creation and promotion, and include video making tools, video marketing platforms, podcasting tools, graphic design tools, and interactive content tools.

Social media management tools assist in planning, scheduling, posting, and measuring social media activity. Monitoring tools help you track your engagement as well as that of competitors, and identify trends. Influencer marketing platforms help brands find and connect with relevant influencers in your industry.

Marketing automation platforms assist in automating and simplifying the basic tasks associated with marketing: marketing automation software automates analysis and social media tasks, and email marketing tools streamline email marketing. Mobile marketing platforms assist in the design and management of push notifications, promotions and offers for mobile apps.

Advertising platforms and tools (see also Ad-Tech below) assist in paid advertising tasks. Search engine marketing helps you identify keywords, conduct competitive analysis, and optimize search engine campaigns. Social media advertising focuses more specifically on ads across platforms like Facebook, Instagram, and Twitter. Native advertising tools help you create more effective ads for websites you do not own. Programmatic advertising tools automate the complex process of buying and selling ad spaces so that you can better reach your target audiences. Performance marketing exclusively focuses on the best advertiser return on an intended action by the consumer.

Sales enablement tools manage the sales and customer management processes. Sales automation platforms manage contacts, leads, sales planning, email marketing, and tools like click-to-call. Customer support tools streamline communication with customers, and customer relationship management tools assist in contact management, task management, and sales reporting.

Data and analytics platforms offer web analytics, tagging, and predictive analytics tools. Data management tools gather third-party data to inform ad targeting (including retargeting) and media buying. Customer data platforms collect first-party data for improved targeting. Web analytics tools assist in forming a better picture of those visiting your website in terms of demographics and behavior. They also include tag management tools simplify the process of tagging different types of data on your sight. Predictive analytics tools use machine learning and data mining to create predictive models for your websites.

The Rapid Growth of Marketing Technology

As technology becomes increasingly sophisticated, the value of effective MarTech solutions and the money brands are willing to invest in them increase rapidly. The accelerated pace of corporate digital transformation (including e-commerce/retail marketing) induced by the COVID-19 pandemic worldwide (e.g. in Latin America) has been a major driver for MarTech investments in 2020 and 2021.

In 2015 alone, over 300 MarTech companies received $17 billion in funding. Between 2017 and 2019 the value of the market increased from $34.3 billion to $65 billion in the US and UK alone. A 2018 survey found that UK and US firms will be spending 26% of their budgets on MarTech in 2019 compared to 23% in 2018 .. For 2021 experts see MarTech Investments having a particularly strong return potential in E-Commerce, Customer Data and CTV. In some ways, as some industry players tell Portada, we can’t even imagine where Marketing Technology is taking us.

 

All-in-One Solutions, Big Acquisitions Shaping Marketing Technology Today

In terms of how the MarTech landscape is evolving, there are several trends worth noting.

Brands are forming a better understanding of how they can use digital marketing technologies to support their digital marketing efforts. In recent years, brands felt like they needed to invest in dozens of independent vendors to meet their needs. Now, while brands recognize that independent specialists are necessary for some functions, they are increasingly turning to one primary vendor. A study by Walker Sands found that more than a third (34%) rely on a best-of-breed stack (the same rate as in 2018) while 27% rely on a single-vendor suite. 45% of those surveyed asserted that the consolidation of MarTech has made it more accessible. 

Large legacy brands’ acquisitions of smaller specialist providers have driven this consolidation and strengthened the core of their offerings.

In the recent years,  IPG media acquired Axciom for $2.3bn, Publicis acquired Epsilon for $4bn, Dentsu Aegis Network acquired Merkle for $1.5 billion, Adobe acquired Marketo for $4.75 billion, and Salesforce acquired Tableau for $15.7 billion. In addition, the best MarTech platforms are investing in integrating emerging technology into their solutions.

Marketing Technology Trends: The Rise of AI and the Ad-Tech Boom

Artificial intelligence is one of the hottest trends in MarTech. Today, it allows marketers to automate the

Walter Sands’ “State of Marketing Technology” report

process of gathering, analyzing, and drawing insight from data. It automates the process of sifting through the massive amounts of information brands gather through their campaigns to help brands understand their customers’ journeys.

Nonetheless, marketers are still figuring out how to use AI in their technology solutions. 40% of respondents to a Walker Sands study believe AI will continue to be a buzzword in 2019, though only 32% currently use AI or have plans to invest in it this year.

Finally, there is Advertising Technology (AdTech), this includes the world of programmatic (including ad buying, direct, and real-time bidding), supply-publisher oriented tools like SSPs and demand (brand, media agency) oriented ones like DSP’s, Platforms that manage the Data that makes the advertising efficient as well as new Ad-Channels Advertisers are increasingly tapping into including new forms of video advertising like CTV, voice search and others.
The  growth of ad-tech capabilities is driving the use of MarTech, with 54% of respondents to the Walker Sands study currently incorporating adtech into their strategies, making it one of the most-used categories of MarTech.
This can partially be 
explained by improvements in attribution measurement capabilities, as Big Data is making it easier and easier for marketers to drive ROI. In terms of where marketers want ad tech to help them,  52% prioritize ad spending in social media, while 17% prioritize it for Google Ads. This suggests that driving engagement and conversation, not just clicks and brand awareness, are the most important goals for today’s marketers.

The Bottom Line: Marketers Are Happy with Marketing Technology Investment Levels, Becoming Savvier

While the marketing technologies  landscape is certainly evolving, marketers appear to be satisfied with their use of the technology. 75% of respondents to the Walker Sands study believe their company is investing in the right amount of MarTech. This is compared to 63% in 2018, a record high for the State of Martech report. This indicates that marketers are learning how to do more with smaller budgets, and run and measure integrated programs. In 2020, smart marketers will continue to take all of these trends and market shifts into account.

 

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!)

 

John Eck is leaving his position as chief local media officer and EVP of technology, operations and engineering at Univision by the end of the month. Eck joined Univision in 2011 and previously worked at NBC Universal for 18 years.

 

 

 

 

Amy Marks has joined Live Nation Entertainment as its first executive vice president, head of integrated marketing for their  media and sponsorship division. Marks joins from Bloomberg Media where she was global marketing head.

 

 

 

 

 

Luis Silva Dias has been promoted to chief executive of FCB International. Silva Dias joined the company in 2014, and was considered the lead architect of the agency’s global rebrand.

 

 

 

 

Sage has promoted Ron McMurtrie to chief marketing officer. McMurtrie joined the company  in 2016 as executive vice president of customer marketing and previously worked at Recall, VCE  Cisco, EMC and VMware – First Data, Verizon and MCI.

 

 

 

 

Noel Franus has been appointed executive creative director by R/GA San Francisco. Franus joins from Comrade, where he held the role of interim chief experience officer.

 

 

 

 

 

Aviel Eidels has joined Cultura Colectiva as U.S. country manager. He joins from Univision Communications Inc. where he worked as director, digital media sales.

 

 

 

 

 

José Luis Pérez Rodríguez has started a new position as distribution manager at Aeromexico. He joins the airline from Volaris where he served as chief of  marketing performance.

 

 

 

 

 

Media executive Boris Gartner has been named chief executive officer of LaLiga North America. Gartner joins from Televisa Mexico where he was head of strategy and operations.