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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. 9 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

Click here for prior Sales Leads issues.

      • Coca-Cola

H7R37Fc8_400x400Coca-Cola Co. has put its U.S. media-buying and -planning business in review. Incumbent Starcom Mediavest Group will participate along with three agencies that Coke works with globally: UM, MediaCom and Carat/Dentsu. The review is expected to conclude late this year after formal presentations in mid-July.Coca-Cola spent more than US$406 million on measured media in the U.S. last year, according to Kantar Media. Spending is expected to jump this year as the company implements a global cost-cutting program with some savings poured into media.The review comes as SMG deals with the recent loss of big accounts including Microsoft, U.S. planning forAnheuser-Busch InBev and global planning for Mars Inc.

      • P&G

kYrPoJnL_400x400Procter & Gamble Co. is planning to cut at least US$500 million from agency fees under a new drive to reduce the number of agencies it works with. P&G total spending on agency fees is estimated at around US$1 billion. The move comes as P&G’s top-line results disappointed Wall Street, with organic revenue growth rising 1% last quarter, below the 2% projected by many analysts, and as P&G plans to step up its headcount reductions. By the end of the current fiscal year in June, P&G would hit the high end of its current plan to have reduced non-manufacturing headcount by 22% over two years. Now, it’s stepping up planned job cuts to a 25% to 30% reduction by the end of next fiscal year, exclusive of the impact of divestitures.The firm has already announced divestitures include Iams, Duracell, DDF, the Ace bleach business overseas and a number of small fragrance brands, such as the Avril Lavigne license.

      • Wells Fargo

N5L2uOTF_400x400Wells Fargo has launched its new campaign, a BBDO effort, which leans into the advertising trend of embracing same-sex couples.The ad, which was directed by Lance Acord and edited by Exile’s Matthew Murphy, ends with a female voice saying, “Everyone works hard for a reason. Working together, we can help you prepare financially for when two becomes three.” The tagline remains, “Together we’ll go far.”The effort also includes social media marketing and print, outdoor, digital and radio ads. Wells Fargo did not reveal the cost of the ads, but the bank spends about US$175 million on media annually, according to Kantar Media.For Wells Fargo, the goal is to reflect the diversity of its customers and get beyond products and services to tell emotional stories that illustrate universal truths, according to chief marketing officer Jamie Moldafsky. The ad with the lesbian couple, for instance, captures emotions that any couple feels when adopting a child.Here’s a look at one of the new ads:
https://youtu.be/DxDsx8HfXEk

      • Huggies

descarga (3)Kimberly-Clark Corp.’s Huggies is re-launching its Huggies Snug & Dry, the brand’s biggest and least-expensive line, which now touts “12 Hour Protection” and improved absorbency. The brand estimates that around two-thirds of moms in North America are “value moms.” Hispanic moms, are more likely to fall into this group, though they’re also very brand loyal.Online at Amazon.com or Target.com, the new Snug & Dry sells at just under 21 cents per diaper with a “Subscribe & Save” discount on a 192-count Size 4 pack. That compares to 24 cents for Pampers Baby Dry diapers from rival Procter & Gamble Co., though P&G’s Luvs remains cheaper still at 17 cents.The Snug & Dry relaunch includes an “Ultra” product sold exclusively at Walmart and Walmart.com, with a “unique quilted liner” that promises to lock away moisture better than regular Snug & Dry. Ultra is priced as low as 22 cents per diaper for Size 4 at Walmart.com. A new TV ad for that product line launched promising “ultra protection at an ultra value.” Huggies also will improve skincare and comfort for its more premium Little Snugglers and Little Movers diapers.

      • Open English

3fo5L5L9_reasonably_smallOpen English is expanding to the U.S., bringing an affordable teacher-led instructional model to Hispanics nationwide. The launch of the company’s U.S. Hispanic efforts will be fueled by a national advertising and marketing campaign.After its success throughout Latin America and Brazil, Open English will now target the U.S. Hispanic market investing in an audience that represents the fastest growing minority population.Open English offers an innovative approach to learning English complete with unlimited live classes with native English speakers and over 2,000 hours of engaging multi-media content. This makes for a convenient, effective and affordable way to learn the language.The company’s model has proven disruptive to the marketplace with over 300,000 students across 20 countries.To learn more, visit www.openenglish.com and follow us on Facebook (Open English), Twitter (@openenglish) and YouTube (Open English TV).

      • Pepsi ‘Limon’

descarga (4)Pepsi will launch a new cola made with real sugar and lime juice that is aimed squarely at Hispanics. The line extension, called Pepsi Limon, will be available at stores beginning May 18 in Chicago, California, Arizona, New Mexico and Texas.Pepsi Limon is made using real lime juice and cane sugar, unlike the previous U.S. version that was artificially flavored. The idea came from an internal Latino/Hispanic employee group called Adelante, whose mission is to create a diverse culture within PepsiCo.The launch will be supported by in-store marketing, radio ads, PR, digital and sampling. The ad agency handling the line extension is SA Studios Global, while PMK BNC is leading PR.

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. 32 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

Click here for prior Sales Leads issues.

  • Mountain Dew

GqpjKlWK_reasonably_smallMountain Dew is reviving “Do the Dew” in its first-ever global marketing campaign.The new advertising effort, which aims to elevate one of PepsiCo Inc.’s PEP +0.33% fastest-growing brands, debuts Monday to coincide with the 20-year anniversary of Mountain Dew’s well-known marketing slogan. The campaign will include two spots directed by Hollywood director Justin Lin that will air online and on TV: “Fireboard” and “Directions.” The new “Do the Dew” campaign also includes print, out-of-home and additional digital content.The slogan is “really about being an instigator and making things happen.” The new advertising is being unveiled on the heels of new data from Beverage Marketing Corp. that shows soda consumption in the U.S. declined last year for the 10th straight year. Mountain Dew is an approximately US$9 billion brand globally, according to the company, making it one of the PepsiCo’s biggest and fastest-growing brands.Mountain Dew’s new campaign will be in nearly every market where Mountain Dew is sold, including the U.S., Western Europe, Canada, Latin America, the Middle East, Asia Pacific and India.

  • Bowker

DE27948LOGO-dBowker’s popular MyIdentifiers.com, an online resource for tools that make books more easily discovered, is now available in Spanish, extending the website’s services to a broader range of customers. Just like its English-language equivalent, the new site – www.myidentifiers.com/es/ — makes it easy to purchase ISBNs, barcodes, QR codes and the range of other services Bowker offers to help connect publishers with book buyers.The new site is a reflection of Bowker’s commitment to serving the breadth of American authors and publishers. Spanish is the fastest growing language in the U.S. Of the 50 million Spanish speakers in the US, approximately 38 million use Spanish as their primary language. Further, Bowker will now be better positioned to serve the global community of nearly 500 million Spanish-speakers worldwide.

  • Wells Fargo

N5L2uOTF_400x400Wells Fargo & Company has announced a new update to its mobile banking phone app that provides customers with the option of selecting Spanish as their preferred language. With nearly three in four Latinos owning smartphones according to Nielsen, this new feature on the Wells Fargo app provides Spanish-speaking customers with an easier, more convenient way to view account balances, transfer funds between accounts, deposit checks and access other key banking functions. The upgraded app is available for Apple iPhone, Android and Windows phones. In addition, Wells Fargo is inviting customers to help contribute to the Hispanic Scholarship Fund (HSF). During the month of April, for every customer who sets up or changes their language preference to Spanish and maintains that Spanish language preference in their mobile app through April 30, 2015, Wells Fargo will donate US$1 in support of Latino scholarships, up to US$50,000. Wells Fargo customers can select Spanish by downloading the app from their app store or updating to the new version if they have a previously downloaded version. Once you have the new version on your supported phone, it’s easy to set your language preference. Customers can also benefit from other in-language resources at Wells Fargo such as bilingual online tools, Spanish Text Banking, Spanish account statements, Spanish-language call centers, and Spanish-speaking bankers in stores across the nation.

  • Arizona Diamondbacks

The Arizona Diamondbacks (@Dbacks, @LosDbacks) launched their Hispanic-community focused marketing campaign in 2015 with the goal of embracing the Hispanic community as one. The tagline “Somos Hispanos. Somos D-backs.” translates to “We are Hispanic. We are D-backs.” and will be featured in several print, television and radio spots and will have a strong social media integration that highlights Hispanic players and fans. “This campaign is about embracing the Hispanic community and letting everyone know they have an open invitation to come out to Chase Field to experience our affordable, family-friendly environment,” said D-backs President and CEO Derrick Hall. “More importantly, we hope to continue to make an impact in our Hispanic community and establish a culture of diversity in everything we do. We want to motivate our fans to be an active part of our team and establish a love for the D-backs that will continue to grow.” The first commercial, which features Venezuelan David Peralta, Mexican Oliver Perez and Cuban Yasmany Tomas can be viewed here and will air throughout the marketplace. The D-backs have long been committed to the Hispanic community and since 2008, the D-backs have worn their alternative black jerseys with “Los D-backs” across the front on Hispanic Heritage Day, creating a tradition of honoring their Hispanic players, fans and community.

  • Carl’s Jr.

descarga (2)Carl’s Jr. has launched a new spicy burger called “El Diablo,” the “hottest burger in fast food.”Created by 72andSunny in Los Angeles, the new burger came out of an assignment to appeal to the large and growing Hispanic market in Carl’s Jr.’s core Southwest market, according to Brad Haley, chief marketing officer for CKE Restaurants, parent company of Carl’s Jr. and Hardee’s. But the fast-food chain decided the burger could appeal to consumers at its nearly 3,000 locations nationwide, considering 56 percent of American homes have hot sauce in the fridge, according to NPD research. The Thickburger El Diablo, created by 72andSunny’s art director and designer Gabo Curielcha, has sliced jalapenos, jalapeno poppers, pepper-jack cheese and spicy habanaro-bacon sauce. It’s slated to be in all Carl’s Jr. and Hardee’s locations for the next four to five months as a limited-time offer.To introduce the new burger, 72andSunny created two television spots featuring Victoria’s Secret model Sara Sampaio.The campaign also has a social component, with the hashtag #DiabloDare, which challenges the brand’s target audience to try the burger and share their experience on social media for a chance to win prizes. Check out one of the new spots below:

https://youtu.be/JcjlMNMK5nA

  • Heinz/Kraft

images (1)Kraft Foods Group and H.J. Heinz will come together under a merger announced between both companies that will create the third-largest food and beverage company in North America and fifth-largest in the world.The deal to create The Kraft Heinz Company was scored by 3G Capital and Warren Buffett’sBerkshire Hathaway. The move comes after 3G acquired Heinz a couple of years ago with financing help from Berkshire. The new company will be based in Pittsburgh and Chicago and have revenues of about US$28 billion and with eight one-billion-dollar brands.Bernardo Hees, CEO of Heinz, will become CEO of The Kraft Heinz Company.Heinz’s brands include its namesake ketchup and Ore-Ida, while Kraft’s brands include Oscar Mayer, Philadelphia, Jell-O, Kool-Aid, Lunchables, Maxwell House and Velveeta.The new company will pursue global expansion, by combining Kraft’s brands with Heinz’s international platform, according to the statement. Read Portada’s Susan Kuchinskas article on why the merger means tighter screws on media agencies and account reviews.

  • Dr. Pepper

Ih3bg494_400x400Telemundo has partnered with Dr Pepper in a multiplatform campaign to engage fans and millennials. Developed with two of Dr Pepper’s advertising agencies, Initiative LA and Identity, the “Atrévete A” (“Dare To”) campaign will focus on building brand awareness around messaging for Dr Pepper, “Dare to discover a unique taste,” by having “Suelta La Sopa” hosts, Jorge Bernal and Erika de La Vega, along with celebrity talent, try something “they’ve always wanted to do,” and encourage viewers to participate in a one-of-a-kind photo contest by daring to try something new with Dr Pepper. On-air promotion of “Atrévete A” will include integrated segments on “Suelta La Sopa,” where hosts and guest celebrities showcase their “dares,” as well as “Suelta La Sopa” “Daring Moments of the Week” editorial segments. In addition, the campaign will feature custom videos to air during commercial time and cross-promotional segments on popular Telemundo series “Un Nuevo Día,” “Titulares y Más” and “Ritmo Deportivo,” and on NBC UNIVERSO.As part of the multiplatform campaign, Dr Pepper will present an “Atrévete A” contest, launching on March 25, in which each segment will end by encouraging fans to submit a photo of themselves with a Dr Pepper logo. Fans will be offered the option to share a link to the contest via their social networks, challenging their friends to taste the one-of-a-kind flavor of Dr Pepper, to have a chance for their photo to be featured on-air in an “Atrévete A” segment during “Suelta La Sopa.” The winner will be flown to Miami to perform their dare, on-air, on the set of “Suelta La Sopa.”The fully integrated campaign will be presented by Dr Pepper within the “Suelta La Sopa” page on Facebook and Telemundo.com, with custom branded digital content, photos from the on-air segments and a branded iFrame for contest submissions.

  • Taco Bell

QjSaxWZ4_400x400“Routine Republic,” is Taco Bell’s new campaign from Deutsch. In the three-minute centerpiece ad below, McDonald’s affable but creepy mascot is reimagined as a sunken-eyed Stalinist clown (though perhaps bearing closer resemblance to Mao). He rules over a small army of look-alikes and an oppressed proletariat in a decrepit, cloistered city with a beefy security apparatus. Run-of-the-mill breakfast sandwiches are his preferred method of subjugation.Taco Bell, meanwhile—aided by “Blitzkrieg Bop”—is the champion of non-conformists, who simply want hexagonal, instead of circular, breakfast foods. The spot even delivers the added gut punch of twisting McD’s promise of happiness. Below the spot:

https://youtu.be/kuap4wIGSLg

 

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

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Last week Wells Fargo announced it will sponsor the Mexican National Team for the team’s annual U.S. Tour building on the company’s July 31 announcement of a national sponsorship of Major League Soccer (MLS). Portada talked to Mariela Ure,  SVP of Wells Fargo’s Hispanic Segment Strategy, on these recent sports marketing endorsements.

SoccerPortada: Would you characterize the alignment with the Mexican Soccer U.S. Team as a Total Market strategy? We understand this is not only about reaching U.S. Hispanic consumers right?
Mariela Ure, SVP Hispanic Segment Strategy, Wells Fargo.: 
“Wells Fargo is seeking to reach all soccer fans across the United States. Soccer is very popular worldwide and now one of the fastest growing sports in the U.S. This is a great opportunity to introduce and strengthen the Wells Fargo brand in the minds of soccer fans. These fans are passionate, loyal and community oriented qualities that Wells Fargo and our team members share and embody everyday as we seek to help our customers succeed financially.”

When it comes to the Hispanic consumer, we understand that Wells Fargo is primarily trying to reach Hispanic Small Business Owners. In what way does this sports marketing initiative help achieve that goal or does this strategy also want to reach more the Hispanic consumer?
M.U.: “Our sponsorship of MLS provides a national platform for brand, product and community marketing to the estimated 90 million U.S. soccer fans, including not only fans of soccer across all communities but also two important customer segments – Millennials and Hispanics. With our coast-to-coast presence, the time was right for Wells Fargo to invest in a national sports marketing sponsorship that allows us a unique platform for engaging new and existing customers, increasing our overall brand consideration and continuing to support community initiatives in the communities where we have customers and team members.”

This provides an incredible opportunity to to engage with soccer fans and show them we are as passionate about their financial success as they are about their team.

What media buying are you doing in conjunction with the Mexican National Soccer US Tour sponsorship?
M.U.: “We are actively pursuing the opportunities that come with our sponsorship of both MLS and the Mexican National Team. We launched our support of FMF at their game against Ivory Coast on August 14 at MetLife Stadium in New Jersey.  The first activation of the MLS sponsorship took place during the 2013 MLS All Star Game in Kansas City on July 31 aired on ESPN2 and UniMas. This included use of the LED Field Boards, other in-stadium advertising and participation in the MLS WORKS Community MVP award ceremony during half time. We continue to explore the best ways to connect with soccer fans across the U.S., including through community support activities and brand advertising. Annual activation and media plans will be determined year to year throughout the course of the agreement.”

We understand Acento is your Hispanic media buying and planning agency right?
M.U.:  “Yes. As is the nature for our integrated marketing model, we work with Acento and other partners to best execute on important initiatives like our sponsorships of MLS and FMF. In this case, Wells Fargo negotiated the terms of the agreement directly with Soccer United Marketing/FMF, with input from their agencies.”

Unilever has a similar strategy sponsoring the Mexican National Team. How does the Wells Fargo’s strategy differentiate itself?
M.U.:  “Wells Fargo is not only the sponsor of the Mexican National Team for their U.S.-based soccer matches, but also the exclusive retail banking and commercial lending sponsor of Major League Soccer (MLS) which provides an incredible opportunity to engage with soccer fans and show them we are as passionate about their financial success as they are about their team. In addition to the sponsorship Wells Fargo is working together with MLS on community support programs, including the MLS Works Community MVP program. One Community MVP is selected to represent each of the 19 MLS clubs based on their efforts in the areas of social issues, health issues and community service.”

Wells Fargo recently announced the addition of Mariela Ure (photo)  to the Enterprise Marketing team as the Hispanic Segment Business Manager.  In her new role, Ms. Ure coordinates Wells Fargo’s efforts in meeting the needs of the rapidly growing Hispanic market. Portada talked to Ure about her new role and her major objectives.
 
Portada: You come from Bank of America, how would you characterize the marketing strategy of major U.S. Banks vs. the Hispanic demographic? Do you think this strategy has changed over the years and if so how?

Mariela Ure, Hispanic Segment Business Manager, Wells Fargo: “Strategies to reach the Hispanic community have certainly changed over the years. U.S. Banks have more information about Hispanic consumer needs and preferences.   At Wells Fargo, we have the advantage of a long-standing relationship that dates back to its early history 160 years ago. So, we are uniquely well positioned to serve the needs of the Hispanic community.  Our strategy is to learn as much as we can about their financial needs and to build relationships that lead to financial success.  Most of these relationships begin at our Retail Bank where bilingual team members learn about our customer’s financial priorities and goals. For example, many Hispanic customers are telling us that building and maintaining good credit is a top priority for them. So, our team members are using financial solutions and in-language tools, such as our Secure Credit Cards and our unique bilingual Hands On Banking Program: Using Credit to Your Advantage, to help Hispanic customers achieve important financial goals”.  

Can you describe the products you will be marketing for Wells Fargo?
Mariela Ure:  “Our marketing plans are focused on generating awareness about the financial solutions that we know can help the Hispanic community achieve financial success.  We know the Hispanic community has a strong desire to build and maintain credit, to own their home, and to manage their small businesses effectively.   Thus, our marketing communications will be focused on financial solutions that address those needs. Homeownership:  We continue to be the country’s largest originator of home loans for Hispanics. Credit Cards: When used responsibly, credit cards can help customers build strong credit history, as well as make important purchases.  Small Business Lending: We are helping with Hispanic small business creation and growth by lending over $5.6 billion to Latino-owned business since 1997.  Remittances:  We offer a safe and economic way to send money to more than 15 countries – including Central and South America.
 
How does marketing to Hispanic small business owners differ from marketing to small business in general in the U.S?
Mariela Ure:  “Hispanic small business owners, just like their counterparts in the general small business population, are interested in receiving guidance and assistance on how to manage and grow their businesses. But, Hispanic Small Business owners have expressed a significantly greater interest in learning more about how a bank can help them with their business. For that reason, we created a unique bilingual educational program –  Hands On Banking for small businesses, which provides valuable information on how to start, manage and grow a small business. Also, our partnership with the U.S. Hispanic Chamber of Commerce, as wells as local Hispanic chambers across the country, play an important role in our efforts to continue to help small business owners manage and grow their businesses.”

How do you plan using media (advertising) to promote Wells Fargo products and services targeting the Hispanic Business owner.

Mariela Ure: “We have increased our advertising to the Hispanic community across the board with a mix of cultural advertising in both English and in Spanish. We have plans to continue advertising on television, radio and print in key markets.” 

Can you describe the structure/organization of Wells Fargo's Multicultural /Hispanic Marketing Unit. How is it structured (by products, target audiences,  both, geographical locations etc)?
Mariela Ure:  “Our organization is structured with the Hispanic customer at the center of everything we do. For example, my role as SVP, Hispanic Segment Strategy is to spearhead enterprise-wide initiatives that lead Wells Fargo to meet the needs of the Hispanic customer.  The fact that my role is not part of any product group or geography allows me to objectively identify and focus on the work that benefits our customers.    In addition to my role, Wells Fargo has thousands of bilingual team members working across the organization to serve the needs of the Hispanic community.”

» Bad news for Hispanic magazines. Televisa Publishing and Digital just folded Hispanic magazine, Mediamoves reports. According to Mediamoves, “the magazine, which was founded in 1987 and was billed as the largest subscription-based Hispanic publication, has come to an end, with the Apr/May issue being its last. Eva Longoria is the last celebrity to grace the cover of the final issue of Hispanic magazine.”

Below are some links related to Hispanic magazine’s history:

May 1, 2003: Hispanic Magazine, Hispanic Trends and Hispanic Online spin off from Vista

Dec. 12, 2005: Televisa Hires Page One Media as New Editorial Team at Hispanic Trends and Hispanic Magazine

» In a list broker roundtable conducted byDirectmag, Becky Hagadorn, senior account executive at the Catamount Group, notes that the Hispanic market has yet to be tapped by list users. “There's no doubt we have yet to tap into the Hispanic market. I understand they are still most highly responsive to direct mail and offer significant potential with mobile marketing response. However, I believe it is no longer about an untapped market out there. It is about smart marketing and having a strategy that aligns all of media channels …..”. So marketers, use more lists to reach the Hispanic demographic…

» Banker becomes newspaper publisher. Wells Fargo & Co., already A.H. Belo’s biggest shareholder, has increased its stake in the Dallas-based newspaper publisher to 12.36% from 7.14%, the firm disclosed in a Securities and Exchange Commission filing, Editor and Publisher reports. AH. Belo is the publisher of Dallas Morning News, and of Spanish-language publications including Al Dia Dallas and La Prensa Riverside.

Last year, Wells Fargo Home Mortgage ran a multi-million dollar ad campaign targeting Latino, Asian and African American home buyers in California. The campaign, which ended December of last year, included print, TV, radio and outdoor advertising. “As a follow up, people who responded to our media campaign by requesting additional information will receive a series of mailers on home buying,” explains Hillary John, communications consultant on emerging markets at Wells Fargo. John adds that the mail piece is written in Spanish and is informational only (no response is necessary). The mailings are done by an outside direct mail service provider. The expansion was initiated by Wells Fargo's seven year old “Emerging Markets” division, created to target potential customers in ethnic minority and low-income market segments. Other major financial institutions tackling the immigrant market include Citigroup, Bank of America, U.S. Bancorp, Wachovia Corp, HSBC Holdings plc. and Fifth Third Bancorp. U.S. Bancorp sends Spanish language direct mail to prospective clients living near one of 300 targeted branches and then measures account growth at those locations.

Wells Fargo plans to increase direct mail initiatives in order to attract Hispanic customers on the West Coast, Daniel Ayala, senior vice president of cross border payment at Wells Fargo in Concord, CA, tells Portada®. Three years ago the financial institution began testing direct mail programs to promote its consumer remittances product. Its first test involved 5,000 Spanish mailers dropped in an L.A. neighborhood with a high number of Hispanic residents. The mailers, which invited Hispanics to use Wells Fargo's “InterCuenta Express” product (established in 1995) arrived around Mother's Day, and had a 4% response rate. Radio ads were broadcast two weeks after the mailing and, according to Ayala, significantly increased response rates. In 2002 and 2003, Wells Fargo ran larger mailings (20,000-25,000). Response rates hovered between 3.5% and 5.5%. The mailings were operated by an in-house team.

Direct mail has been very effective in promoting Wells Fargo money transfer products. Other print media vehicles, like newspapers and magazines, have not worked as well. Interestingly, newspaper and magazine ads had more success with the Asian, particularly Filipino, community, than with Hispanics. Wells Fargo will continue to use newspaper and magazine advertising in their Hispanic marketing strategy, but print ads will focus more on branding efforts.

The consumer remittances department, headed by Ayala, plans to team up with Wells Fargo's credit card issuer, which has more experience running mass mail programs for the Hispanic market (see “When Direct Mail is the name of the game,” page 27, Portada® No. 10, September/October 2004 or www.portada-online.com). They plan to promote Wells Fargo's new “Dinero al Instante” product along with mailings offering credit cards to Hispanics. Los Angeles based Anita Santiago Advertising is Wells Fargo's media buying agency for the Hispanic market.

Ninety percent of the U.S. Mexican population lives within Wells Fargo's footprint. Various studies suggest that Wells Fargo's market share of the remittances business is between 9% and 16%. Businesses like Moneygram and Western Union, which focus exclusively on consumer remittances (money transfers), have dominated the market for years. Lately, however, they have felt pressure from banks that are substantially cutting their commissions for these services.

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

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

  •  The LEGO Group

IPG Mediabrands’ Initiative has been awarded The LEGO Group global media duties following a pitch process.Publicis Groupe’s Starcom was the U.S. incumbent since 2004.The toy marketer spent around US$85 million in the U.S. (its biggest market) on ads last year, according to Kantar Media.

 

 

 

 

  • Adidas

Multinational sportswear manufacturer Adidas is conducting a global media agency review, according to sources. Dentsu Aegis’ Carat is the incumbent in the U.S. The brand spends about US$300 million annually on ads worldwide, per an estimate by CampaignCarat is expected to defend its assignment.

 

 

 

 

  • MetLife

MetLife has selected MediaCom as its new U.S. media agency of record after a six-month review. MediaCom will lead media planning and buying for all of MetLife’s businesses in the U.S., including Retirement & Income Solutions, Property & Casualty and Group Benefits, the largest provider of non-medical benefits in the country. MediaCom will start buying duties as of January 1st, 2018, as incumbents MEC and Merkle transition off the business.

 

 

 

 

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!

  • Vallarta Supermarkets

Vallarta Supermarkets, one of the nation’s largest Hispanic supermarket chains has announced the grand opening of its 50th store located in Pasadena, California.  The new supermarket, located at the Renaissance Plaza Shopping Center on the southwest corner of North Fair Oaks Avenue and Orange Grove Boulevard was previously occupied by a Vons Supermarket. The totally remodeled 50,000 square-foot facility was built with an investment of US$8 million, and will maintain the services of a Wells Fargo bank branch as well as a pharmacy.With the opening of its new store in Pasadena, Vallarta Supermarkets has launched into a new multicultural market with the creation of a new design style of its stores and new offerings in the food and beverage shopping experience. The store will also improve the quality of life for local residents with convenient one-stop shopping and access to traditional and healthy food options.To attract Pasadena clientele, Vallarta spared no effort in giving their store a new look. The opening of the Vallarta supermarket will not only provide new and varied options for buying groceries for Pasadena residents, but will have a positive economic impact in this area of the city with the creation of 330 local jobs.Vallarta Supermarkets has grown to a total of 50 stores throughout different counties in California (Los Angeles, Ventura, San Bernardino, Kern, San Diego, Santa Barbara, Tulare, Orange and Fresno). 

  • Maserati

Accenture Interactive has been appointed Fiat Chrysler’s Maserati global agency for its Maserati brand across the U.S., Asia, Europe and Latin America without a pitch, Ad Age first reported. Accenture will oversee Maserati brand and creative work, digital advertising, strategy and content production, campaign management and analytics. Accenture currently does some work for parent company Fiat Chrysler.The agency will focus on Maserati’s eight leading markets, which include the US, China, Germany, the UK and the Middle East. Those markets account for about 85% of its global sales. Publicis Media will continue to handle traditional media-buying, after Starcom won most of the global media account for Fiat Chrysler Automobiles, the parent company of Maserati, a year ago. Interpublic’s UM holds the media-buying account in the US and Cohn & Wolfe handles Maserati’s social media globally.

  • Interjet

Interjet’s Toronto and Montreal flights to Mexico City and Cancun just started this summer and already the airline is seeing load factors of close to 70%. The airline wants agents to know that Interjet fares are now in Sabre and Amadeus, and that access through Travelport (parent company of Galileo and Worldspan) “should be ready by early 2018”.Interjet pays 4% on its air-only as well as vacation packages including air, hotel and ground transportation through Interjet Vacations.The airline jumped into the B.C. market with return fares starting at $519. The carrier bills itself not as a low-cost carrier, but as a value carrier. The carrier is also still flying high on its TripAdvisor recognition as a 2017 Travelers’ Choice winner, for best airline in Mexico. All of Interjet’s Canadian gateway flights, from Toronto, Montreal and Vancouver to Mexico City’s Aeropuerto Internacional Benito Juárez, as well as to Cancun International Airport, operate four times weekly.

 

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

Join us at PORTADA Mexico!

Just a glimpse at the headlines surrounding today’s biggest brands suffices as proof that diversity is one of their top priorities. Last Friday, Hewlett Packard sent a letter to all its agency partners requesting a proposal from each one on how they would increase the number of women and people of color on their creative staffs. This followed an almost identical request from General Mills earlier in the week.

So how well are multicultural agencies faring in meeting the increased demand for campaigns shaped by diversity and the inclusion of a wider audience? Throughout 2016, media industry rabble-rousers have stirred up discussion about how well multicultural agencies are serving brands in their targeting efforts, and whether they must find new ways to deliver ROI if they are to stay relevant to their clients.

How can multicultural agencies adapt to shifting demographics, and should media, creative and digital be bundled together? How can marketers look at the media landscape holistically without losing sight of the particular idiosyncrasies of Hispanic audiences?

Take a look at what Nydia Sahagún, Senior Vice President and Head of Diverse Segment Strategy at Wells Fargo Bank; Zach Rosenberg, president of MBMG Media; and Janina Delloca-Pawlowski, Multicultural Marketing Manager at Dunkin’ Brands had to say about Hispanic agencies’ roles in the current media climate.

Do Smaller Segments Require Smaller Efforts? 

Anyone in the business would be hard pressed to call the Hispanic market “small” today. The Hispanic market is growing faster than any other in America, and given the size and purchasing power of Hispanic consumers, it really cannot be considered a separate segment in this day and age. Wells Fargo PROG 2 (21)Bank’s Sahagún asserted that “with Hispanics shaping modern society as we know it, their impact should not solely be measured on size but rather on the influence and impact they have on the broader population.”

But since it is technically still a segment within the general population, misconceptions about the amount of effort, or money, that should go into Hispanic outreach are still giving shape to ineffective Hispanic outreach.

Multicultural agencies need to “drive meaningful conversations and engagement with this audience, which will take prioritization and commensurable investment,” Sahagún said. Dunkin’ Brands’ Delloca-Pawlowski added that even if you do look at Hispanics like a “small segment,”  they “often mean larger efforts because the level of engagement needs to be that much more refined and specialized.”

Misconceptions, Arbitrary Budgets Are a Disservice

An agency, whether it is multicultural or full-service, will often be limited by the budget it allots to Hispanic and multicultural targeting. But Zach Rosenberg, president at MBMG Media, which specializes in integrated media campaigns and counts El Pollo Loco, Shakey’s Pizza and The General Insurance among its clients, highlighted that decisions on budgets can have a significant effect on the success of Hispanic outreach efforts, and that brands sometimes define budgets for multicultural arbitrarily, setting an incidental percentage of the general campaign budget aside for targeting instead of reaching a number through analysis and serious consideration. In this case, hasty budget decisions mean that “segments could end up being underserved,” Rosenberg warned.

On the other hand, “full service agencies may be able to allocate larger budgets to all aspects of their multicultural outreach, as they may fit it into their holistic view of the media instead of putting aside a small amount for targeting particular demographics,” he elaborated.

What’s more, some brands are just starting to grasp the opportunity that Hispanics present them. It may take time for brands to not only wrap their heads around the size and potential of this sub-group, so strategies will take time to develop and engage consumer segments as they hope: “It does not happen overnight and results/ROI should be analyzed accordingly,” Delloca-Pawlowski said.

Sahagún echoed that sentiment, stating that “every brand is at a different point in their journey to understand the impact and influence of the Hispanic market.” Sometimes, integrated campaigns are “a step in the right direction.” In the case of Wells Fargo, the goal is always “to represent the diverse point of view early and often.” But not all brands are that far ahead.

Full-Service Agencies Struggle to Adapt to Current Landscape

Rosenberg cited the rise of digital as another added complex element in an industry that has been highly “debundled,” with creative, digital and media often handled by separate shops. “There are digital shops that manage both creative and media under one roof,” he said, but others believe that the digital ecosystem requires the undivided attention of specialized agencies. Rosenberg argued that “digital is just one other, albeit, complex and ever changing channel, and should be viewed in the context of all media channels which can only be done at a general media agency.”

“Media is media,” Rosenberg asserts. So when it comes to general media versus specialized or multicultural agencies, there is an PROG 2 (15)argument for putting everything under one roof, especially because bigger agencies tend to have bigger budgets and consequently, more negotiating power. But that doesn’t mean that multicultural agencies aren’t necessary: “If the staff at a general media agency doesn’t understand the nuances of marketing to these groups (language, age, geography, media usage, acculturation), then they will be doing a disservice” to their clients, Rosenberg clarifies.

Rosenberg summarizes the dilemma: “The challenge with housing multicultural media with creative under one roof is their ability to achieve the necessary clout in the marketplace to negotiate the best media deals. In a world of specialization, the adage is that it is hard to do two things well. There are very few full service agencies, general or multicultural, relative to the current agency landscape.”

Ensuring Authenticity While Adopting to Changing Consumer Landscapes

Hispanic consumers have taken on a new identity as the country’s demographics have shifted. This, coupled with the rapid adoption of technological tools and platforms designed to inform marketing decisions means that everyone is fighting to keep up.

Delloca-Pawlowski believes that all agencies, not just multicultural, are facing a similar challenge: “All agencies must evolve with the changing consumer landscape, because what worked in the past may not continue to work in the future.” In general, she said, “as consumers’ product preferences and media consumption habits evolve, agencies need to embrace these changes and adjust their plans accordingly.”

PROG 2 (22)She also underlined the importance of ensuring “cultural and language authenticity” instead of simply “translating general market creative.” “At the end of the day,” she said, “every agency must demonstrate their value to the client through overall thought leadership, consumer insights on their respective segments, new communication opportunities and pitching better ways to engage with consumers, as well as reporting competitive activity.”

Brand and Agency Collaboration Key to Success

Ultimately, brands and agencies have a shared responsibility to bring out the best in each other while generating impressive ROI. Delloca-Pawlowski highlighted that it is the “client’s responsibility to foster this kind of teamwork and collaboration among its agencies” to ensure that the “best work will surface and the entire team will shine as a result.”

In that respect, Rosenberg argued that specialized agencies have a leg-up here, as they “have the advantage of strategic adherence across both creative and media,” and that “the burden has fallen on media agencies to ensure collaboration between client and all of their agency partners. This is just as important with multicultural shops, and the future multicultural agency could be one where they drive strategy for creative and media but outsource activation,” Rosenberg estimated.

Perhaps Sahagún summarized it best: “Agencies that rest on their laurels will become obsolete – regardless of their particular specialty.”

The topic of this article will be explored in-depth at At #Portada16 Sept. 14-15 in NYC, in the session “Are Multicultural Agencies Necessary?”
MODERATOR:
Zachary Rosenberg, President, Milner Butcher Media Group
PANELISTS:
Mebrulin Franciso, Senior Partner, Director of Marketing Analytics at GroupM
Alejandro Solorio, Hispanic Marketing Director, Comcast
Gloria Constanza, Partner, Chief Contact Strategist, D’Exposito & Partners
Alexander Traverzo, Multicultural Marketing Manager & Strategist, Hola
Lucia Ballas-Traynor, EVP of Ad Sales, Hemisphere TV
Description:
Leading practitioners will immerse themselves in the questions below:
• Are Hispanic marketing and media buying justified under the total market approach?
• Agency models for media and content development
• The role of the media agency in the age of programmatic audience buying
REGISTER here at the online promotion price!

The best and brightest in the Marketing, Media and Entertainment space are attending the Hispanic Music and Entertainment Marketing Forum this Wednesday Sept. 17 and the 8th Annual Hispanic Advertising and Media Conference on Thursday Sept. 18.

Companies represented by attendees include:

AARP
AC&M Group
ACN, Inc.
Al Dia Texas-Belo Corp
AT&T
Batanga Media
BMI
Dynadmic
D Exposito Partners
Diario Las Americas
Diario de Mexico
EPMG
DISH LATINO
Dr Pepper Snapple Group
Dunkin Donuts
Entravision
Freedom Communications
Ebuzzing
Havas Media
Horizon Media
Hoy/Tribune Publishing
HUD
GFK
Identity
impreMedia
Ingenium Research Boutique
Interactive One
LatinWorks/nTrigue
Luminar
Macy’s
Madison Square Garden
Major League Soccer
MaxPoint
Maxus
MEC-Bravo
Media 8
Media Response Group
MediaVest
Mercado Billingue
Meredith Corporation
Metavision
Mocospace
OMD
Prime Access
Pandora
People en Espanol
PR Newswire
Sabio Mobile
Sirius XM
Stanley-Black&Decker
SBS
Sony Latin Music
Target
Televisa
TBS Inc. / CNNEspanol
The Weather Company
TubeMogul
Undertone
Unilever
UniWorldGroup
Verizon
XL Alliance
Wells Fargo Bank
Yahoo!
Zubi Advertising
4INFO

…and many more!

If you did not get your ticket yet, register here!

Join us at PORTADA Mexico!

Corporate marketers, are you ready? I’m going to ask you a difficult question.

Is your age outpacing your organization’s relevancy?

The topic begs discussion when recognizing that, generationally and culturally, half of ALL Gen Z consumers (46%), and 40% of Gen Y and Gen X consumers are multicultural. Conversely, 66% of Boomers and 80% of Seniors 65+ are Non-Hispanic White.

Commenting on a recent blog on strategic relevance, Dan Stanek, EVP of Big Red Rooster replied, “Innovation is more difficult when leaders are much older than the target market and do not understand how they operate.”

Is he right?

Generational and cultural skews represent significant challenges for a lot of today’s senior executives. If they want their companies to remain relevant and in demand, they are tasked at this particular point in marketing history to not only shed traditional views and ways, but to learn to understand and address cultural diversity in younger generations.

Leading with Age and Culture Insights

The sharper minds in corporate America are already in sync with the country's age and cultural trends.

  • From Pamela El, VP-Marketing at State Farm in the Ad Age article, Brands Prepare for a More Diverse 'General Market,” “We know the face of America is changing, and we want our marketing communications to mirror what's going on in this country, so State Farm has shifted its marketing based on the understanding that young people across ethnic groups may have more in common than older folks of the same race. It's very deliberate. I think industry-wide, as America becomes more multicultural, you will see more ethnic insights across the board. I think we're seeing it already, but I think we'll see it two-, three, four-, five-fold going forward.”
  • "It’s very clear that African-American, Hispanic and Asian-American consumers set the trends and McDonald's has found it more valuable to apply these segments' preferences to the overall marketplace than to apply overall preferences to these segments,” said McDonald's USA Chief Marketing Officer Neil Golden at the 2010 ANA Masters of Marketing Conference, adding that 40 percent of McDonald's U.S. business comes from the Hispanic, Asian and African-American markets.
  • From Coca Cola’s CMO, Bea Perez, as she kicked off this year’s Nielsen Consumer 360 conference: “We know that eighty-six percent of the growth through 2020 for Coca-Cola's youth-target market will come from multicultural consumers, especially Hispanic, and focusing on this segment is critical to the company's future growth.”

These are the exceptions, however. The gap is wide between the multiculturally influenced Gen X, Y & Z markets and the bulk of US corporate retailers who can’t “see” the relevance in educating their game to new consumer market trends.

In mid-June at the Consumer 360 Conference in Miami, Nielsen’s CEO David Calhoun told 1,400 retailer and CPG executives to spend 65 percent of their time figuring out their Hispanic opportunity because it is no doubt the single biggest source of growth for all companies in the U.S. in the short and long term. 

“The story here is that within the next five years, multicultural clients will drive 86 percent of the total growth on spending at retail and if you look at growth without these groups, you are only addressing 10 percent of the growth,” added Nielsen’s SVP, Claudia Pardo at the same conference.

So Go Ahead – Get in Sync

Are you relevant? Is your organization benefitting from your “in the know” view? Consider these four ways you can hit “refresh” on innovating relevantly for your company. 

 1. To up your game, go meet the players

Get out into your stores. Stand in line. Get into the marketplace. The first step is to notice the young and multiethnic market around you, and acknowledge that it exists. Go to your kids’ schools. Go to the mall and look at the people who are shopping there with you. Go shopping in the next town over and partake in the same exercise. Most people are not used to being ethnographers, or observing beyond the things they are used to seeing. Go out to notice.

2.   Make observations

Are you seeing and acknowledging the multicultural influences on the non-minority Gen Z, Y and X? What about your kids and their kids? Are there multi-cultural families, individuals and stores in places you hadn’t noticed before or expected? Are you getting upset that the person in line in front of you can’t speak English? Or are you thinking that this contingency is spending US cash, and asking yourself what might be possible to positioning your company to capture those dollars.

3.   Ask questions about what you observe

Are your current channels for conversation helping to get you in sync? Are you reading and commenting on online publications and blogs? Twitter? Or, are you asking why you should bother? What are people talking about at dinner parties, conferences and chit chat while waiting for that call to begin? Start conversations by asking people about what you have observed. What have they noticed? How are they responding?

 4. Bring your observations back to the work environment

What are people talking about in your organization? Are they talking about what you have noticed? Are YOU talking about what you have noticed? Are you noticing whether your company is in sync with what you have observed? With whom can you kindle this conversation in your business? 

Relevance in the new marketplace is coming to rely on the burgeoning cultural influences from and on younger generations. Don’t let “a blind eye” impede your contribution to your company’s innovation and growth.

Terry Soto is President and CEO of About Marketing Solutions, Inc. Author of Marketing to Hispanics: A Strategic Approach to Assessing and Planning Your Initiative and co-author of Grow with America: Best Practices in Ethnic Marketing and Merchandising. Terry's consulting expertise spans a broad range of industries including such companies as Wells Fargo Bank, Cigna Health Care, Coca Cola, Kraft Foods, Walgreens, Disney Consumer Products, United States Postal Service, Verizon Wireless, Autozone, and Absolut Vodka.

Imagine a country where its corporate leaders ignore or simply don’t know how to capitalize on one third of the country’s consumer market. Also imagine a country where the average age of the other two-thirds of the market is 47 years of age, grew only 10% in the past ten years, and whose spending in key household categories and overall market basket size declines precipitously every year they age.

As the face of the country continues to undergo a major transformation, it’s hard to imagine a single U.S. Corporation that doesn’t realize big demographic changes are afoot and have been for some time. Many also realize their companies’ survival depends on their ability to capitalize on with this younger, ever-changing and ever-growing consumer group. Yet, few companies are really undergoing the required transformation to be and remain relevant and in demand today and into the future.

The problem as I see it is three-fold:

  1. Some leaders simply refuse to see and respond to the changes around them; the ostrich syndrome.
  2. Some leaders are enlightened enough, but are unsure and sometimes powerless about what to do about an organization where its leadership, managers and employees simply don’t relate to, identify with or whose sheer ignorance renders them indifferent about the need to understand the third of the population that is different from them.
  3. Some leaders are stuck on personal, political, and philosophical principles about the desirability of the demographic change happening around them. But the questions must be asked: Are they being compensated to stand on principle and opinion or to grow shareholder value?

To be fair, many corporations do see the need to evolve. Most, though, have very little sense of what to do and how to go about it. Some have grown very strong on the tactics and remain very weak on corporate wide strategic integration. They use advertising and tackle some operational adjustments on a piecemeal or ad hoc basis and that’s as far as they get or as far as they can get in the absence of a business ready organization and a total market strategic approach.

As recent past president of the National Association of Hispanic MBAs (NSHMBA), my counterpart with the National Black MBA Association (MBMBA) and I witnessed corporations’ growth attempts by focusing on diversity leadership. Many were failing miserably because they tended to fall into three camps:

  1. They use the diversity “veil” to partner with diversity associations or contribute to non-profit “watch-dog” organizations as a way to “prove” there is an integrated total market strategy in place where there really is none. Behind the “veil,” these efforts are often about good PR and offsetting corporate affairs risks than they are about building a total market-driven growth strategy.
  2. Companies’ diversity directors partner with professional organizations like NSHMBA and NBMBA for exposure and to offer job opportunities. But, they’re looking for Hispanic and African American professionals with senior experience in industries which historically have had few Hispanics or African Americans in senior positions. As a result, they offer interested candidates starting positions and seldom end up hiring from this talent pool.
  3. Some corporations successfully attract and hire the diverse talent they seek, but without the existing cultural competency and integrated strategies in place to enable capitalizing on the new hires’ diversity, culture, approaches, the differences for which they were hired and resulting potential contributions, they go about training the employee to align their thinking to the existing corporate culture. A true diversity HR strategy enhances its company’s cultural competency only by enabling differences, the resulting creativity and innovation, and the hired business acumen to impact the total business positively.

The big questions are how does a company overcome these hurdles? How do they create an awakening to the reality of what’s in the way of total company’s growth, including personal and professional evolution as big picture leaders and visionaries?

Building total company competencies and capabilities to capitalize on today’s total consumer market is a challenging undertaking to be sure. But, if business growth is what a company is after, it is an imperative that cannot be ignored. It’s simply impossible to win and work towards growing profit and shareholder value when operating with a significant organizational and cultural handicap and misalignment with today’s consumer landscape.

The first step is introducing the questions. Considering what you have just read, is your company business ready and culturally competent to capitalize on the total marketplace? Or, is it still struggling and just going through the motions?

Terry Soto is President and CEO of About Marketing Solutions, Inc., a Burbank, California-based strategy consulting firm that specializes in the U.S. Hispanic market. Author of Marketing to Hispanics: A Strategic Approach to Assessing and Planning Your Initiative and co-author of Grow with America: Best Practices in Ethnic Marketing and Merchandising. Terry's consulting expertise spans a broad range of industries including such companies as Wells Fargo Bank, Cigna Health Care, Coca Cola, Kraft Foods, Walgreens, Disney Consumer Products, United States Postal Service, Verizon Wireless, Autozone, and Absolut Vodka.

If you’ve got a Hispanic strategy that hasn’t managed to get off the ground, is going nowhere fast, is evolving ever so slowly or is being implemented piecemeal, don’t give up on it. The market is robust. Instead, address the four most common culprits: Commitment, Competency, Capability and Compensation.

The Hispanic marketing community is abuzz about the 2010 Census numbers and the double digit growth in the past 10 years. You’ve heard the rhetoric before: Corporate America is missing the boat by not waking up to the Hispanic market opportunity. The argument is the same as it’s always been: the market is huge, the market is growing faster than the non-Hispanic market and the market will cease to be a minority in our life time. Pundits are already trying to leverage Census numbers to grow media budgets and all the while, many decision makers are “tuned to another channel.”

Walking the Talk

Why? Because in the scheme of things, if company CEOs haven’t called out the Hispanic market as a strategic growth driver and haven’t committed to take action to make the organization competent and capable to execute against this growth driver and if compensation and reward systems aren’t tied to the success of the Hispanic Market Strategy, it might as well be Charlie Brown’s teacher talking. Everyone just hears the same noise (read: lip service) and goes about managing the business priorities they are being rewarded to grow. So how do Commitment, Competency, Capabilities and Compensation impact the degree of interest, momentum, financial support and sustainability of a Hispanic Market Strategy within an organization? 

Commitment means that, upon a CEO’s communication to his organization, the Hispanic market is a critical business driver for the company. Key leadership is given a directive to mobilize the organization, to conduct its due diligence and to understand the market’s situation vis-à-vis the company’s business model and current state.

Competency means that all areas of the organization responsible for delivering value to the company’s consumer targets participate in the due diligence such that each area leader acquires a deep understanding of market requirements and what that means in terms of adjustments to each area during the planning, implementation and on-going management phases.

Capability means that each area leader understands the implications of existing area shortcomings, understands the necessary organizational and infrastructure interdependencies to deliver against this consumer base and can recommend and implement the necessary processes, headcount and / or infrastructure changes.

Compensation means that area leaders’ compensation and rewards systems are tied to KPIs for Hispanic strategy success.

Clear Priorities Lead to Action

We know it’s possible. We see companies do this every day. They do it when leadership wants to win against a host of business growth trends including outsourcing, green, technology, social media, health, organic/fresh or private label. No one has to beat them over the head with the size of the segments, with how they’re missing the boat, or with how much they’re under-spending against these opportunities. 

When companies address a market opportunity as if their survival depends on it, they make the commitment at very high levels. They conduct the necessary due diligence, they build the necessary competency among key leadership and functional areas, and they synergistically create and enable an organization that is capable of winning in a given market space – Commitment, Competency, Capability and Compensation are a given.

Terry Soto is President and CEO of About Marketing Solutions, Inc., a Burbank, California-based strategy consulting firm that specializes in the U.S. Hispanic market. Author of Marketing to Hispanics: A Strategic Approach to Assessing and Planning Your Initiative and co-author of Grow with America: Best Practices in Ethnic Marketing and Merchandising. Terry's consulting expertise spans a broad range of industries including such companies as Wells Fargo Bank, Cigna Health Care, Coca Cola, Kraft Foods, Walgreens, Disney Consumer Products, United States Postal Service, Verizon Wireless, Autozone, and Absolut Vodka.

On Thursday, May 14th, an estimated 300 local marketing executives will convene for the 2nd Showcase of San Antonio’s Hispanic Ad Agencies, sponsored by SAVisión, the Hispanic Marketing arm of the American Marketing Association. The event will bring together a wide range of local agencies which create national and regional Hispanic advertising, providing a forum to exhibit their outstanding creative and strategic work to prospective clients and media alike. The Showcase highlights the economic importance and prestige the industry brings to the South Texas region, aptly called the Madison Avenue of Hispanic Advertising.

Participants will hear first-hand from agency principals how San Antonio’s creative shops have crafted successful national campaigns for industry giants. Last year’s case studies featured 9 agencies and leading brands including Verizon Wireless, Bell South, The Wells Fargo Bank, Dr. Pepper, the Jeb Bush Gubernatorial campaign, two national laundry detergent brands, the Laredo Medical Center and the Centers for Disease Control.

The event will start with a tabletop creative exposition at which agencies present samples of their work, showcasing agency creative, research, and client solutions through ads, collateral, video presentations and other interactive materials. This will allow attendees to speak one-on-one with agency principals and creative talent, and gain an insight into the scope of the clients being serviced from south Texas.

During the banquet, each of the agencies will present a multi-media client success story, sharing the challenge or problem faced by the client, the research and insights garnered to create compelling strategies, the creative solutions developed and media plans executed, and then the measurable campaign results.

The Showcase will be held on Thursday, May 14th at the Coronado Ballroom of El Tropicano Hotel, 110 Lexington Avenue on the Riverwalk in downtown San Antonio. The Showcase and Cocktail Reception start at 5:30 p.m., followed by the banquet and presentations from 7:00 to 9:30 p.m.  Cost to attend is $35 for AMA members, $45 for non-members, and $25 for students. RSVP and purchase tickets online at www.sa-ama.org. For more information, visit www.savision.org.

What: Disney is the world’s most powerful brand, measured on brand strength, thanks to Star Wars’ record-breaking success, according to Brand Finance, which just released its 2016 ranking. Despite slowing sales, Apple is the world’s most valuable brand, up 14% to US$145.9 billion.
Why it matters: Shares of strongest brands, 4 of which are Chinese, tend to outperform the S&P 500 average. This shows what a substantial effect effective marketing can have on brand and shareholder value.

descarga (2)Every year, brand valuation and strategy consultancy Brand Finance puts thousands of the world’s top brands to the test. They are evaluated to determine which are the most powerful (based on factors such familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation) and which are most valuable and ranked to form the Brand Finance Global 500.

The World’s Most Powerful Brands (Top 10)

Rank
(brandstrength)
2016
Rank
(brandvalue) 2016
BrandSectorCountryBrand Value 2016 (USDm)Brand Strength Index Score (/100)BrandRating 2016
124Walt DisneyMediaUS31,67491.8AAA+
2324LegoToysDenmark4,52091.6AAA+
380L’OréalConglomerateFrance14,99091.5AAA+
458PWCCommercial ServicesUS18,56991.5AAA+
5288McKinseyCommercial ServicesUS4,88191.4AAA+
629NikeApparelUS28,04190.7AAA+
779Johnson’sConsumer ProductsUS15,11590.7AAA+
817Coca-ColaSoft DrinksUS34,18090.4AAA+
972NBCMediaUS16,10389.7AAA+
102GoogleTechnologyUS94,18489.5AAA+

Disney is the world’s most powerful brand. Disney’s strength is founded on its rich history and original creations, however its now dominant position is the result of its many acquisitions and the powerful brands it has brought under its control. ESPN, Pixar, The Muppets and Marvel are all now Disney owned, but perhaps its most important acquisition of all has been Lucasfilm, and thus Star Wars.

Star Wars Episode VII ‘The Force Awakens’ has broken countless box office records, becoming the fastest to take US$1 billion, enjoying the most successful opening weekend ($529 million) and based on its total box office gross of nearly US$2 billion is Disney’s most successful film ever. Meanwhile Star Wars toys have generated over US$700 million.

Brand Finance has estimated the value of the Star Wars brand to be US$10 billion, dwarfing the US$4.05 billion Disney paid for Lucasfilm in 2012. Though this might suggest that Disney engineered a very favourable deal, it has undoubtedly contributed to the growth of the Star Wars brand. Disney is managing to exploit the Star Wars concept both rapidly and sensitively, a difficult feat to pull off. Disney styles itself as ‘the happiest place on Earth’. That has proved true not just for its customers but for investors too.

Lego Loses Out

Lego has lost its position at the top of the table. Though it remains a very powerful brand and retains its AAA+ brand rating, the Danish company has been beset by a series of controversies of late which threaten to affect its wholesome image. It has been fined by German regulators for attempting to prevent retailers from discounting its products. It was also accused of colluding in censorship for trying to prevent dissident Chinese artist Ai Wei Wei from using Lego in his work. Lego has since reversed its policy of restricting purchases to be used for political ends following widespread condemnation (including from Ai Wei Wei himself).

Brand strength/power is only the initial part of Brand Finance’s analysis however. Using its Brand Strength Index assessment, BrandFinance determines a royalty rate for each brand, which is then applied to revenue information to calculate the brand’s value.

The World’s Most Valuable Brands (Top 10)

Rank 2016Rank 2015BrandSectorDomicileBrand Value 2016 (USDm)BrandRating 2016BrandValue Change (%)Brand Value 2015 (USDm)BrandRating 2015
11AppleTechnologyUS145,918AAA13.7%128,303AAA
23GoogleTechnologyUS94,184AAA+22.8%76,683AAA
32SamsungTechnologyS Korea83,185AAA1.8%81,716AAA-
48AmazonTech/RetailUS69,642AA+24.1%56,124AAA-
54MicrosoftTechnologyUS67,258AAA0.3%67,060AAA
65VerizonTelecomsUS63,116AAA-5.5%59,843AAA-
76AT&TTelecomsUS59,904AA+1.8%58,820AA+
87WalmartRetailUS53,657AA-5.4%56,705AA+
911China MobileTelecomsChina49,810AAA-4.0%47,916AAA-
1015Wells FargoBankingUS44,170AAA-26.5%34,925AAA-


Apple Not Rotten Yet

Photo: licensed Creative Commons
Photo: licensed Creative Commons

In terms of brand value, Apple comes out on top. Apple has maintained its dominance at the summit of the Brand Finance Global 500.Brand value is up 14%, thanks to the huge success of the iPhone 6 and recently released iPhone 6s. Revenue for Q4 of the fiscal year 2015 was a record-breaking US$51.5 billion with profits at US$11.1 billion while revenues for the year were US$233.7 billion. This huge surge is partly responsible for recent disappointing sales growth (the slowest since the iPhone was launched in 2007). However with 74.8 million handsets sold in the last quarter in a saturated market, assertions that Apple has gone rotten are premature. Apple Pay is beginning to generate traction, potentially heralding the brand’s long-anticipated expansion into the broader arena of financial services, to say nothing of its rumoured foray into the auto industry.

China’s Fantastic 4

Chinese firms are among the top performing from any sector; four of the top ten are Chinese including all four of the top performing brands. WeChat is a good example. Its user base grew over 40% between late 2014 and late 2015 and is now over 650 million, with 70 million outside China. It is often compared to the more familiar (at least in the West) Whatsapp. However WeChat is much more than a messaging app and offers video-gaming and payment services. Brand value is up 83% to US$6.5 billion. Evergrande Real is the fastest growing brand this year, having added 112% to its brand value between 2015 and 2016. While the continued rapid growth of Chinese firms is to be welcomed and lauded, the presence of a real estate brand at the top of the list could be grist to the mill of those claiming that China’s property market is overheated and its economy as a whole set for a shock.

VW Goes into Reverse

Volkswagen is also amongst this year’s worst performing brands. This may come as little surprise given the scale of the scandal that has engulfed the brand, following revelations that it programmed its diesel vehicles to activate their optimal emission-reduction settings only when being tested and that, driven under normal conditions, they would emit up to 40 times the more nitrogen oxide. In December BrandFinance estimated that VW may see brand value fall by as much as $10 billion. In fact the affair has turned out to be even more damaging than that. Brand value is down by US$12 billion to US$18.9 billion leading to a fall in rank from 17th to 56th.

Brand Value and Share Price

In December of 2015 Brand Finance took a retrospective look at the share price of the world’s Programmatic Tradingmost valuable brands and the subsequent stock market performance of the businesses that own them, revealing compelling evidence to suggest that highly branded businesses and those with strong brands can outperform the market.

Between 2007 and 2015, the average return across the S&P was 49%. However by using Brand Finance’s data, investors could have generated returns of up to 97%. Investing in companies with a brand value to enterprise value (BV/EV) ratio of greater than 30% would have generated returns of 94%. Investing exclusively in the 10 companies with the highest BV/EV ratios would have resulted in a 97% return.

115 of the top 500 brand in the 2016 list fall into this category. The group includes luxury goods businesses that one might expect to be highly branded such as Burberry, Gucci and Ralph Lauren, well-known consumer brands such as Audi, Land Rover, Dove, Ikea and Nestle, but also financial and B2B brands such as Shinhan, Fujitsu and Allstate. It will be interesting to see whether these brands deliver similarly impressive investor returns over the coming years.

 

 

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 new Career Board!)

For prior Changing Places editions, click here.

Skyword, a content marketing and services company, announced the appointment of George Levy as Director of Brand Partnerships for the US Hispanic and Latin American markets. In this position, George will lead the efforts to help major brands build meaningful connections with customers in these markets through original storytelling. Fluent in English, Spanish, and conversational in Portuguese, Levy comes to Skyword with 15 years of experience creating and executing digital marketing strategies across Latin America and the US Hispanic market. Most recently Levy worked as Chief Engagement Officer at The Mundial Sports Network, a leading Latino sports network ranked #1 by comScore.

MariaLopez-KnowlesEntravision Communications Corporation, a diversified media company serving Latino audiences and communities, has announced that it has promoted María Lopez-Knowles from Chief Marketing Officer (CMO) of its Pulpo Media business unit to the newly created position of CMO of Entravision.Lopez-Knowles will oversee Entravision’s multimedia marketing efforts across its diverse broadcast, radio and digital properties, as well as develop and manage Entravision’s corporate marketing strategy in order to achieve the company’s strategic objectives. Lopez-Knowles will report directly to Walter F. Ulloa, Chairman and Chief Executive Officer of Entravision.Read more.

imagesChris Thomas has been promoted to CEO of the Americas at BBDO Worldwide.He will oversee 21 agencies in the U.S., Canada and Latin America. He will also continue in his role as chairman of I&S BBDO Japan and as chairman of BBDO digital unit Proximity. As CEO of the Americas, Thomas fills the role last held by Troy Ruhanen in 2013. Thomas will give up his post as CEO of Asia, the Middle East and Africa.

0e0967bRob Reifenheiser  has been promoted to managing director, North America, at independent digital media agency Essence. He takes on the role that was previously filled by Christian Juhl. Reifenheiser, will oversee all U.S. offices for the agency, including those in New York, San Francisco and Seattle.

 

 

cathycarlcannes_reasonably_smallCathy Carl, global marketing director, was given the additional title of head of North America business development at Essence.

 

 

 

170a11eKarla Fernandez Parker has been named Sensis new Texas office’s managing director, effective immediately. Fernandez Parker is a brand engagement and marketing veteran specializing in total market and Hispanic advertising. She founded K. Fernandez Marketing over 18 years ago. Her career includes work with clients like Proctor & Gamble, Wells Fargo, McCormick & Company, Bank of America, M&M/Mars, and UnitedHealthcare.Read more.

2f6c331Charo Henriquez has been named Executive Editor of peopleenespanol.com, reporting to PEOPLE en Español Editor-in-Chief Armando Correa.Charo is responsible for overseeing the creation and distribution of content for audiences in the U.S. and Latin America, including video and social media.  With extensive experience in digital, Henriquez joins PEOPLE en Español with a proven track record in content optimization, audience analytics and social media strategies.Charo began her journalism career in 1996 as a business reporter for El Nuevo Día in San Juan, Puerto Rico.  During her tenure there, he served as a Senior Producer, Multimedia Editor, Digital Program Manager and Associate Business Director.Most recently, she was Innovation Editor at GFR Media—Puerto Rico’s leading media organization—where she was responsible for digital strategy for the newly merged El Nuevo Día and Primera Hora, Puerto Rico’s most visited news sites and largest paid circulation newspapers.She holds a Bachelor in Journalism and Telecommunications, from Universidad del Sagrado Corazón, in San Juan, as well as a Juris Doctor from the University of Puerto Rico.

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What: After merging with K. Fernandez Marketing of San Antonio, cross-cultural agency Sensis is opening  an office in Austin today March 2.K. Fernandez Marketing Founder, Karla Fernandez Parker has been appointed  Sensis’ managing director of Texas.
Why it matters: The Texas office is Los Angeles-based Sensis’  fourth office after Washington DC, Atlanta and Los Angeles. Texas offers exponential returns and growth for marketers, specially in relation to the Hispanic market.

sensislogo_2012_400x400Cross-cultural agency Sensis will open an office in Austin on March 2 after merging with K. Fernandez Marketing of San Antonio. Karla Fernandez Parker will start immediately as Sensis managing director of Texas.

The Austin-based office, located in a technology corridor, is the fourth office for Los Angeles-headquartered Sensis. In addition, the agency also has an office in Washington, D.C. and most recently opened an office in Atlanta to capitalize on the Hispanic growth in the Southeast.

170a11eA brand engagement and marketing veteran, Fernandez Parker specializes in total market and Hispanic advertising. She founded K. Fernandez Marketing over 18 years ago. She has worked with clients like Proctor & Gamble, Wells Fargo, McCormick & Company, Bank of America, M&M/Mars, and UnitedHealthcare.

“Texas is the exemplar minority-majority state making it fertile ground for our cross-cultural approach,” Sensis founder and President José Villa said. “Austin remains an intersection of creativity and technology, affording us the opportunity to serve clients in ways they’re not used to. Add to that Karla’s expertise in cross-cultural branding and engagement and we’re delighted by the potential Texas holds for us.”

“I’m very pleased to be joining the Sensis Team,” Fernandez Parker said. “With my knowledge of the Texas marketplace from the border to every major metropolitan area and even semi-urban markets, the sky is the limit for the impact we can make for clients by joining forces.”

Sensis has grown in the last 17 years from a company building websites to a strategic marketing firm harnessing the power of digital communications to reach a multicultural world. Texas offers exponential returns and growth for marketers. It is rich with Hispanic families who made their mark on Texas generations ago. Some hold steadfast to their Hispanic traditions while others have embraced the culture of their adopted country. There is also a continued influx of recent immigrants working to adapt to their new environment while still rooted in their countries of origin.

A measured approach is necessary for reaching this diverse and valuable market.

“A measured approach is necessary for reaching this diverse and valuable market,” Villa said. “There is no magic bullet. Karla understands that and we expect our partnership will yield great results for the regional marketers in Texas who are still trying to find the right approach for this ever-growing audience.”

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

The National Hispanic Media Alliance (NHMA), a new industry organization, devoted to support Hispanic print media announced its founding board of directors: Fanny Miller, Publisher of El Latino Newspaper in San Diego, California and Chair of the NHMA, Roaldo Moran, Publisher & General Manager of Hoy in Los Angeles, California and Vice-Chair of the NHMA, Penni Barton, Publisher of Al Día in Dallas, Texas and Secretary of the NHMA and Anthony Ibarria, Publisher of El Especialito in New York City, New York and Miami, Florida and Executive Board Member of the NHMA. Trevor Hansen, CEO of EPMG, is the Chair of NHMA’s Industry Professionals Advisory Board,

The National Association of Hispanic Publications (NAHP) recently announced a new Executive Board. Led by President Eddie Escobedo Jr.  Martha Montoya is the Vice President. John Trainor of Hoy Chicago is the Marketing Director, Jesus Cobian from Orange County’s Excelsior is Membership Director, Norma Condreay,  Latino American (Oklahoma) is secretary, Christina Montes-Scott  is Treasurer.

Philadelphia’s AL DÍA News Media announced that Edward Lynes of Haddonfield, N.J., has been named Director of Business Development. In this role, he will help top regional and national advertisers expand their reach, market share and profit via print and online advertising, social media, custom publishing and in-person event sponsorships.   Lynes brings eight years of news media and media sales management experience to the position. He led Elauwit Media from a small community newspaper company with two products in New Jersey to a sixteen-product organization, which launched profitable new products in both existing and new markets. 

Adriana Lopez is the new Senior Account Supervisor at MSLGroup. Lopez previously worked as Senior Account Supervisor at Edelman.

Grey New York is cutting 45-60 people, or about 4 percent of its staff of 1,100, with the layoffs taking effect in January, Adweek reports. While the WPP agency has been on a new business run this year, winning accounts like Gillette’s global creative, it also lost Energizer personal care products because of conflicts with Gillette and resigned E*Trade after the arrival of a new CMO who put the account into review. Most of the staff cuts are related to the loss of Energizer, for which Grey handled brands like Banana Boat and Hawaiian Tropic sunscreens; Playtex Tampons and Fresh + Sexy Wipes. That business moved to WPP corporate sibling JWT and Grey is said to be trying to place some of the laid-off staffers there.

Ellen Comley  has joined Blitz Media as chief media officer. Comley, who previously served as VP and managing director of Havas Media, will oversee Blitz’s media strategy, planning and buying as well as assess the agency’s offerings.

Kirk Perry has been tapped as president of brand solutions at Google. Perry, who most recently served as president of family care at P&G, will report to the company’s chief business officer Nikesh Arora.

Post-Newsweek Stations announced the appointment of Bert Medina as Vice President and General Manager of WPLG–TV, the group’s ABC affiliate in Miami.

Telemundo Denver announced the addition of Emmy Award-winning journalist Pedro Calderon Mitchel as News Director, effective November 18, 2013. He will report to Station Manager Andres Chaparro.

 

TelemundoThe NBCUniversal Owned Television Stations announced that Manuel Martinez has been named President, Telemundo Stations. Martinez has nearly 30 years of experience in the broadcast industry with extensive knowledge of station management, sales and programming. Since 2012 he has been President and General Manager of NBC 6 South Florida / WTVJ, the NBC-owned station serving the Miami / Fort Lauderdale market. In his new role, Martinez will have oversight of the 16 owned Telemundo local stations located within the United States, as well as Puerto Rico. He will report to Valari Staab, President, NBCUniversal Owned Television Stations.

 

Glam Media has hired Kristen Elliott as Vice President, Sales, East Region—which is Glam Media’s largest region. She will be based in New York City reporting directly to Jack Rotolo, Glam Media’s head of Global Sales. Ms. Elliott spent nearly a decade at American Media, Inc. (AMI), rising to VP & Publisher of both their Women’s Health and Fitness Print Group and the Women and Celebrity Digital Group, leading the nation’s largest women’s health and fitness brand, SHAPE, and leading brands including Fit Pregnancy and Natural Health.

Tony Imperato was promoted to VP/managing director, Meredith 360, where he will create multiplatform ad programs for the company. He succeeds Rich Berenson, who recently joined Meredith Xcelerated Marketing as senior VP, business development officer. Imperato was most recently VP and publisher of Better Homes and Gardens.

USHCCThe United States Hispanic Chamber of Commerce (USHCC) has appointed Greg Winegardner, regional president for Wells Fargo, as the newest member of the USHCC’s board of directors.Winegardner, a financial services veteran with more than 41 years of experience, joined the Wells Fargo team in 1982 and has served the company in numerous leadership positions for nearly 32 years. Since 2009, he has served as regional president for Wells Fargo in Utah, and before that he was regional president for New Mexico and Western Colorado. He also has served as community banking president for Wells Fargo in Durango, Colo., Flagstaff, Ariz., and Victoria, Texas.

 

Peter Naylor was named the Interactive Advertising Bureau’s first publisher-in-residence. In this role he will serve as a consultant for the trade organization. Naylor was previously executive VP, digital ad sales at NBCUniversal before departing earlier this year. He also served as chairman of the IAB board of directors from Feb. 2012 to Feb. 2013.

Erin McPherson was named chief content officer at Maker Studios, a content and ad network operated by YouTube. McPherson was most recently VP & head of video programming and original content at Yahoo.

Check out job openings at Portada’s Job Board or post your own opening and get the best talent!

The 2014 Soccer World Cup that takes place next year in Brazil offers marketers a myriad of opportunities to connect with soccer fans all over the U.S. These opportunities will be analyzed in-depth at the Hispanic Sports Marketing Forum, which Portada is organizing in partnership with ACM on September 25. One of the main attractions of major soccer events, according to the below interviewed brand marketers and agency executives, is their  cross-cultural appeal.

MÉXICO FÚTBOL CONCACAF SUB20The Soccer World Cup is a huge event for the Hispanic community, but it is also a truly global event: 3.2 billion people watched the 2010 World Cup around the world. In the U.S., over 24 million people saw the final between the Netherlands and Spain. Almost 9 million of them watched it on Univision and almost 16 million did it on ABC.”So many clients are looking at this asset as a global initiative, not just a local effort,” says Gonzalo del Fa, president of Group M Multicultural. Del Fa adds that from a media perspective his “main goal is to identify the right media partners for our clients that will deliver the highest reach but also the strongest engagement. And we are not only talking about using one specific medium, we want to create communication platforms that can leverage multiple assets to surround the consumer during those 30 days where it is all about futbol.”

Global cross cultural audiences

2010 World Cup Final Spain-Netherlands U.S. Audience.

24 million

2010 World Cup Final Audience on Univision

9 million

2010 World Cup Final Audience on ABC

16 million

2010 Global World Cup Global Audience

3.2 billion

 Wells Fargo’s soccer sponsorships reach out to all soccer fans …

Major Soccer event  sponsorships can provide the opportunity to appeal to both general market and Hispanic consumers. Wells Fargo recently announced sponsorships of the Mexican National Team and Major League Soccer (MLS). Mariela Ure,  SVP  Hispanic Segment Strategy at Wells Fargo,  tells Portada that “Wells Fargo is seeking to reach all soccer fans across the United States. Soccer is very popular worldwide and now one of the fastest growing sports in the US. This is a great opportunity to introduce and strengthen the Wells Fargo brand in the minds of soccer fans. These fans are passionate, loyal and community oriented- qualities that Wells Fargo and our team members share and embody everyday as we seek to help our customers succeed financially.”

We are seeking to reach all soccer fans across the U.S.

“Our sponsorship of MLS provides a national platform for brand, product and community marketing to the estimated 90 million U.S. soccer fans, including not only fans of soccer across all communities but also two important customer segments – Millennials and Hispanics,” Ure asserts. “With our coast-to-coast presence, the time was right for Wells Fargo to invest in a national sports marketing sponsorship that allows us a unique platform for engaging new and existing customers, increasing our overall brand consideration and continuing to support community initiatives in the communities where we have customers and team members.”

Through the exclusive retail banking and commercial lending sponsorship of MLS, Ure notes that Wells Fargo will have an “incredible opportunity to engage with soccer fans and show them we are as passionate about their financial success as they are about their team.”

…and TWC’s Hispanic campaign can be extended to other markets

Other marketers are also taking advantage of soccer’s cross cultural appeal.  Time Warner Cable  (TWC) recently launched a series of national Spanish-language TV spots to celebrate the road to the 2014 soccer World Cup in Brazil.The “Every Fan Counts” (Cada fan cuenta) campaign targets U.S. Hispanic customers in general but particularly those cheering for Mexico, Argentina and Brazil. The campaign urges consumers to tune in to TWC to watch every upcoming  to be televised in Spanish by Univision and in English by ESPN. “What I love about this campaign is that while it is carved out of multicultural insights, it has a very broad appeal and can be extended into other markets,” TWC chief marketing officer Jeffrey Hirsch told Hispanic TV Update.

 DOWNLOAD the special 2010 Portada Soccer World Cup Issue  (2014 Soccer World Cup/Sports Marketing Feature to be published in a few weeks!)

The United States Hispanic Chamber of Commerce (USHCC) announced that 35 outstanding corporations were inducted into the Million Dollar Club on Tuesday, September 20th at the 32nd Annual National Convention & Business Expo in Miami Beach.
The Million Dollar Club was introduced as a way to honor corporations and procurement executives who have demonstrated unwavering support for Hispanic Business Enterprises (HBEs) through spending with Hispanic suppliers. This year's honorees, which included several Fortune 500 Companies, invested a minimum of $25 million to upward of $1 billion in 2010.
This year, 10 new corporations were inducted into the Million Dollar Club along with several returning members who were recognized for increasing their spending over the past year.
Corporate inductees include:
       
        Alcatel-Lucent (new)                    PepsiCo
        AT&T Services, Inc.                      Pfizer
        Avis Budget Group, Inc.                 Shell Oil Company (new)
        Bank of America                         Sodexo (new)
        BMW of North America, LLC       Southern California Edison
        Ford Motor Company                     Sprint Nextel Corporation (new)
        General Electric (new)                 SUPERVALU Inc. (new)
        General Motors Company, LLC            Target (new)
        Hewlett-Packard                        The Coca-Cola Company
        IBM Corporation                        The Kroger Company
        Johnson & Johnson                      Toyota Motor
        JPMorgan Chase & Co                    UPS
        Kaiser Permanente Healthplan Inc (new) Verizon
        Kraft Foods Inc. (new)                 Walmart
        Marriot International Inc              Wells Fargo
        MGM Resorts International              Well Point, Inc. (new)
        MillerCoors                            7-Eleven
        NBCUniversal
       

"The 2011 Million Dollar Club inductees truly understand the value of supplier diversity, and believe in the importance of integrating HBEs into their overall business practices," says Javier Palomarez, USHCC President & CEO. "These corporations have mastered strategic sourcing and procurement policies and have increased opportunities for first- and second-tier Hispanic suppliers around the nation. Their procurement decisions are helping drive small business in America."
About the 32nd Annual National Convention & Business ExpoThe 32nd Annual National Convention & Business Expo is the largest gathering of Hispanic business leaders in America. Join the USHCC, Fortune 500 companies, Hispanic Business Enterprises (HBEs) and local Chambers of Commerce in Miami to connect, strategize and grow. The National Convention takes place September 18th – 21st at the Fontainebleau Hotel in Miami Beach. The USHCC is proud to present Corporate Convention Chair, Chase Bank and HBE Convention Chair, United Data Technologies. For more information about the Convention and a full schedule of events, please visit www.ushccconvention.com .
About the United States Hispanic Chamber of Commerce Founded in 1979, the USHCC actively promotes the economic growth and development of Hispanic entrepreneurs and represents the interests of nearly 3 million Hispanic-owned businesses in the United States that combined generate in excess of $400 billion annually. It also serves as the umbrella organization for more than 200 local Hispanic chambers in the United States and Puerto Rico. For more information, visit www.ushcc.com .