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What: Three top ad forecasters have revised their ad investment growth predictions for 2019. While GroupM has downgraded 2018 growth expectations from 4.5% to 4.3%, Magna Global and Zenith estimate global advertising will increase slowly.
Why it matters: If these predictions are true, it would mean that while global advertising is still growing, it’s doing it slowly, which points to a saturation in media.

GroupM, Magna Global, and Zenith have released their reports of 2019 ad spending forecasts. Though they predict growth, it will be slower than in 2018. If we look at each of the forecasts, we can see their different predictions are directly related to the fact that digital advertising has been growing at great speed since 2010. However, it might be starting to grow less rapidly, giving way to certain formats to become protagonists, such as video.

GroupM Downgrades Ad Investment Growth Predictions

According to GroupM’s statement, WPP’s media investment group downgraded 2018 growth expectations from 4.5% to 4.3%. 2019 growth projections are also whittled from 3.9% to 3.6%, with total new investment anticipated to reach US $19B instead of the US $23B earlier predicted. Stress on the auto category stood out in feedback from GroupM’s worldwide network, as did the absence of any rebound in CPG investment with traditional media.

“GroupM’s still strong but slightly fraying 2018 view ties to macro questions: tighter money, China’s slowing growth, and the potential for pricey trade wars,” said Adam Smith, Futures Director.

GroupM forecasts that ten countries will provide 83% of all 2019 growth. China remains the largest contributor, but 2019 will be the nation’s sixth successive year, with single-digit ad growth. It will mark its lowest growth rate yet recorded. That said, its $90 billion ad market is second only to the U.S. and has doubled since 2010.

Other big contributors to spending growth next year include the U.S., India, Japan and the UK.

Magna Global, on the Other Hand, Raises its Growth Forecast

While Magna released its forecast report right about the same time as GroupM, its results were quite different. Magna, which measured 2018 in retrospect, said global ad spend grew by a record 7.2% this year to $552 billion. And while GroupM revised its ad spend downward, Magna raised its own 2019 forecast from 4.0% to 4.7% to reach $578 billion. Magna’s optimism for 2019 is thanks to a robust global economy and cyclical events, like the US midterm elections and World Cup, that added $6 billion of incremental ad spend to the market.

According to Ad Exchanger, Magna said digital will make up half of global ad spend by 2020, but GroupM still forecasts digital’s share at 42% in 2019. Of the digital pie, Magna said search grew 16%, video 29% and social media 33% this year, while mobile ad sales grew by 32% to make up 62% of digital impressions. GroupM did not break out ad spend by format.

Zenith’s Forecast Slightly Down

Zenith, part of Publicis Media, has forecast that global ad expenditure will grow 4.5 percent in 2018, reaching $581 billion by the end of the year, boosted by the Winter Olympics, FIFA World Cup and U.S. mid-term elections.

The forecast for 2019 is down slightly from its September prediction of 4.2-percent growth, now forecast at 4 percent, but the 2020 forecast is stable at 4.2 percent. The 2021 forecast is for 4.1-percent growth. Overall, Zenith expects advertising expenditure to grow behind the global economy as a whole throughout its forecast period.

By region, North America’s ad market has been growing “fairly steadily but unspectacularly” since 2010, the firm said. North American ad-spend is expected to grow 3% in 2019 and to average 3.4% growth each year to 2021.

By 2021 Zenith expects television and video will have a combined 49% share of global “display” – a higher share than television ever achieved on its own. Further, linear TV’s share is projected to drop to 29.9% in 2021, the lowest point since Zenith started tracking the medium in 1980.

It’s time to evaluate this year and set up plans for 2017.  We asked major brand marketers and agency executives what they asking their partners to do more of next year and what they plan to invest in. Video/Social, Data-analytics, Owned Events and Talent are the main areas of investment.

The 3 questions  we asked:
1. For 2017 what are you asking your media partners to do more of, or what would you like to see more from them?
2. What are you asking your agency partners to do more of  in 2017 (If the interviewed is an agency executive then the question refers to their brand partners).
3.  What are the main areas of investment for your company on the marketing side  in 2017?

Xavier Turpin, Director – Multicultural and DD SW/West Field Marketing at Dunkin’ Brands Inc.

1. “We are asking our key media partners to understand our strategic direction and challenge back how they can build customized programs to help achieve them.”
2. “For agencies, it’s all about making sure they are focusing the right intellectual horse power in the right areas to help us best drive the business.”

3. In video (both Linear and Digital) and Social Media.

Gloria Constanza, Partner, Chief Contact Strategist,  d exposito & Partners, New York

1. “Ideas that truly support our clients’ objectives, that are designed based on data and facts, but still take into account the cultural art of our audience.  Ideas that can easily be tested and that can deliver results.”
2. “We need those advertisers that had shifted the pendulum to “a one size fits all approach” to rethink their strategies and focus on being relevant to the different audiences/segments of their business.”
3. “Continue to build our data/analytics offering in order to effectively address the ongoing transformation the industry is facing.  While advertising has always been grounded in data, in today’s age, the ease of gathering consumers learning by the minute, requires a more robust application to the available data.”

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Zach Rosenberg, President at MBMG, Los Angeles

1.Invention and first to market ideas to help our clients break through the clutter. Accountability in the form of helping to drive ROI such as better measurement.”

2. “Access to more first party data to allow for better optimization and to acquire deeper, more actionable insights.Willingness to take risks and to test and learn.”

3. “Talent and tools.”

 

 

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Manny Gonzalez, Senior Director, Multicultural Marketing Moet Hennessy, New York

1. “Identify more media partners, especially in the digital space, that have stronger original content creative capabilities.”

2. Same as question 1.

3. On one hand digital. On the other hand,   wholly-owned influencer events (original, not sponsored or third-party).

 

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Sonia Rocha – Villalba, VP Account Director-Media, Zenith Media,Los Angeles

1.  Holistic campaigns that fluidly leverage all their assets (TV, digtal, radio and especially social).  Capitalizing on the social success of our media partners to collectively deliver on campaigns is a big goal for next year.

2. We recommend brands assign more resources to create content and messaging that resonates with consumers and their interests. Ideally, it would be great to make all this content shareable to follow on consumption trends we are seeing today.

 3. N.A.

Join us at PORTADA Mexico!

What: Under the restructuration plan outlined by Publicis Groupe, Starcom Mediavest and  Zenith Optimedia Group are no longer.
Why it Matters: Publicis Groupe is a global leader in marketing and communication services. It is present in 108 countries and has more than 77,000 employees.

In order to maximize performance and operations, the French company has decided to reorganize the two media advertising companies Starcom Mediavest and Zenith Optimedia Group. There will now be four conglomerates operated by Starcom, Zenith, Mediavest Spark and Optimedia Blue 449, which will continue to deliver advertising services to its clients around the world.

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Steve King, CEO Publicis Media

“We have the strength to make it to the future first,” said Steve King, CEO of Publicis Media, in the press release.

 “Publicis Media is a fresh opportunity to simplify our organization, invent more modern ways to gain efficiency, introduce structures to increase collaboration and effectiveness, and reach a scale and clients of greater value.”

This change is being done under the context of Mediavest’s recent decision to fire 80 of its employees after the loss of some of its most important clients: Procter & Gamble, Coca-Cola and Walmart. With this new structure, the money from the four agencies will be united under one roof instead of split between the two giants.

And American TV media outlets are about to begin selling their ad spaces for the next season. For that reason, the Publicis agencies (and all of them in general) need to prepare for negotiations in which clients will invest millions of dollars in channels like CBS, NBCUniversal, 21st Century Fox and Walt Disney.

In terms of management, each of the companies is led by a global brand president. Lisa Donohue, who was the CEO of Starcom, is now the global brand president of said agency. Vittorio Bonori is at the head of Zenith. Brian Terkelsen is in charge of Mediavest Spark, and Andras Vigh will run Optimedia Blue 449.

At the same time, each agency has a CEO responsible for operations in the United States. Chris Boothe will assume the position of CEO of Mediavest SparkDave Ehlers will stay at the head of Optimedia Blue 449Lou Rossi will also stay at Zenith; and Donohue will lead Starcom until a successor is named. All of the brand leaders in the United States will report to Tim Jones, CEO of the Americas.

In Mexico, the Starcom spokesman told Portada: “We have four brands – Starcom, Mediavest, Zenith and Optimedia – working very well. We will continue to focus on giving clients from each brand the priorities that they demand, with a focus on the disciplines that we know will impulse brand growth.”

“We will leverage the Publicis global excellence centers to keep leading in digital, data, analytical, content and technology.” With respect to the structure for Latin America, he could only say that “it is being defined, and will be shared shortly.”

What: Victor Garcia has been appointed SVP, Managing Director for SMG Latin America at Starcom Mediavest Group. In addition, ZenithOptimedia named Diego Fernandez,  who formerly held Garcia’s new role, SVP, Client Services, Latin America.
Why it matters: Garcia will report to Monica Gadsby, CEO, US Multicultural & Latin America.Fernandez will report to Sergio Lorca, CEO, Iberia and Latin America, ZenithOptimedia.

3YDlqHHn_400x400 yBuhgoyv_400x400Starcom MediaVest Group has appointed Victor Garcia to SVP, Managing Director, SMG Latin America.  Diego Fernandez, who formerly held the role, has moved to ZenithOptimedia to take up the new role of SVP, Client Services, Latin America.

Garcia, formerly head of business development for SMG Latin America, will now lead operations for the division in Miami and across Latin America.  Garcia will report to Monica Gadsby, CEO, US Multicultural & Latin America.Garcia has been with SMG since 2006, most recently serving as SVP, Americas Business Development, where he led business development and revenue growth for Latin America and SMG’s US Multicultural business.  During his tenure as new business lead, Garcia led over 25 new business pitches, supporting and developing unique and innovative opportunities for SMG’s global clients and carving strategic media alliances that have been first of their kind.  Garcia demonstrated a level of innovation that supported significant revenue growth across clients and delivered best in class results. Prior to his new business role, Garcia was VP, Media Director at SMG, working across several agency brands within the SMG network managing clients such as Kelloggs, Darden, H&R Block, and Walgreens.  Garcia is fluent in English and Spanish and holds a B.A. from Florida International University.

053d3e2Reporting to Sergio Lorca, CEO, Iberia and Latin America, ZenithOptimedia, Diego Fernandez will have responsibility for regional clients and will lead operations for Latin America. Based at ZenithOptimedia’s Miami office, Fernandez will join ZenithOptimedia’s Leadership Team for Latin America.In his leadership role at SMG Latin America, Fernandez had regional responsibility for clients including Mondelez, Kellogg’s, and Samsung. Prior to this, he worked for nine years at Burger King as Head of Media and Digital for North America. Fernandez has also managed international clients for JCDecaux Spain, and at AOL Time Warner in Argentina he led the licensing department that launched the Harry Potter franchise throughout the Southern Cone. Fernandez is a graduate in Business Administration from the Universidad de Buenos Aires

“It’s with great pleasure that we announce Victor’s new role, leading our Latin America operations,” said Gadsby. “His knowledge of the region and of our various clients based on his outstanding performance leading growth for us in the last two years will be a significant asset. Victor will bring a fresh perspective, with a goal to drive increased integration and continue to increase our focus on vertical leadership, forming experts who will help lead the region across all emerging and growing digital, data and content platforms.”

“We are absolutely delighted to have someone of Diego’s experience and reputation take up this key role at ZenithOptimedia. We have seen fantastic growth in the region over the past year or so and Diego will play a key role in developing our Live ROI solutions for clients and in working with our markets to drive business growth,” said Sergio Lorca, CEO, Iberia and Latin America, ZenithOptimedia.

jpg_CTA-Latam_RegisterNowLuxury Goods and Services Marketing is going to be very well represented at our upcoming 7th Annual edition of the Portada LatAm Summit in Miami June 3 and 4. We just got the confirmation from 4 major players in the Latin American Luxury Goods and Services Sector:

Pedro Tabera, President and General Manager, Mercedes Benz Mexico

 

 
Alexis Thanasoulas, Managing Director Latin America, ZenithOptimedia Group

 


Stephanie Peña,
Regional Sales Director Americas, Longchamp and Javier Martinez Staines, Director General Editorial, Televisa have also confirmed their presence. More brand marketers will be confirmed in the next few days!

Tickets are going very fast, register here at the online promotion rate! 

The above brand marketers, agency executives and media companies will  dissect the main trends in Latin American luxury goods marketing and address questions including the below:
– What moves Latin Americans to acquire Luxury Goods and Services?
-Panregional vs. local Marketing, when is there tension, when do they complement each other?
– Paid Media and Content Marketing in the Luxury Sector

Other key brand marketers participating in #Portadalat include:
Denisse Guerra, Regional Marketing Director Latin America, The Estee Lauder Companies
Manuel Medina Riveroll, Marketing Director, Bayer Mexico
Jon Suarez Davis, VP Global Media Strategy, Kellogg Company
Ivan Ahedo, Marketing Director, Comex
Carlos Espíndola, Gerente eHub Latinoamérica, 3M
Maya Kosovalic, Digital and Media Communications Manager, L’Oreal
and many more!

La firma ZenithOptimedia ha publicado las predicciones de gasto publicitario de septiembre del 2012. A continuación un resumen de lo más importante:

  • Latinoamérica terminará el año con un crecimiento de 7.7%, que subirá a 10.1% en 2013 y luego 8.7% en 2014.
  • Brasil será en 2014 el tercer contribuidor al crecimiento publicitario y pasará del sexto lugar como mercado de publicidad en 2011 al quinto en 2014, quitándole el lugar a Inglaterra.
  • El mercado publicitario global crecerá de 3.8% en 2012 a 4.6% en 2013 y 5.2% en 2014.
  • El crecimiento estimado en junio de 4.3% para 2012 ha bajado a 3.8%.
  • Los mercados emergentes crecerán 8% en 2013.
  • La publicidad en Internet crecerá 15% en el mismo año
  • Los medios digitales, particularmente la publicidad por Internet, están generando la mayor parte del crecimiento. El gasto en Internet crecerá 15.1% en 2013, medios tradicionales solo 2.3%.
  • El gasto en periódicos y revistas bajará año con año. En periódicos de 18.9% en 2012 llegará a 16.8% para el 2014. En revistas de 8.8% en 2012, llegará a 7.9% en el 2014.
  • La Eurozona en problemas, España en tercer peor lugar con -12.2% después de Grecia (-33.2%) y Portugal (13%).
  • La eurozona volverá a crecer lentamente el próximo año, después de la caída sufrida en 2012.
  • Los Estados Unidos contribuirán 29% al crecimiento de gasto publicitario del 2011 al 2014, los mercados emergentes 59%.
  • La Eurocopa, las olimpiadas y las elecciones en EUA ayudarán a que la televisión logre un record de gasto publicitario con 40.4% en 2012.

 

La firma ZenithOptimedia ha publicado las predicciones de gasto publicitario de septiembre del 2012. A continuación un resumen de lo más importante:

  • Latinoamérica terminará el año con un crecimiento de 7.7%, que subirá a 10.1% en 2013 y luego 8.7% en 2014.
  • Brasil será en 2014 el tercer contribuidor al crecimiento publicitario y pasará del sexto lugar como mercado de publicidad en 2011 al quinto en 2014, quitándole el lugar a Inglaterra.
  • El mercado publicitario global crecerá de 3.8% en 2012 a 4.6% en 2013 y 5.2% en 2014.
  • El crecimiento estimado en junio de 4.3% para 2012 ha bajado a 3.8%.
  • Los mercados emergentes crecerán 8% en 2013.
  • La publicidad en Internet crecerá 15% en el mismo año
  • Los medios digitales, particularmente la publicidad por Internet, están generando la mayor parte del crecimiento. El gasto en Internet crecerá 15.1% en 2013, medios tradicionales solo 2.3%.
  • El gasto en periódicos y revistas bajará año con año. En periódicos de 18.9% en 2012 llegará a 16.8% para el 2014. En revistas de 8.8% en 2012, llegará a 7.9% en el 2014.
  • La Eurozona en problemas, España en tercer peor lugar con -12.2% después de Grecia (-33.2%) y Portugal (13%).
  • La eurozona volverá a crecer lentamente el próximo año, después de la caída sufrida en 2012.
  • Los Estados Unidos contribuirán 29% al crecimiento de gasto publicitario del 2011 al 2014, los mercados emergentes 59%.
  • La Eurocopa, las olimpiadas y las elecciones en EUA ayudarán a que la televisión logre un record de gasto publicitario con 40.4% en 2012.

 

Hispanic Media buying and to a lesser extent planning is increasingly being the domain of general market agencies.

This is not exactly news, what is remarkable, though, is that the trend has accelerated over the last sixth months. See for example Publicis Groupe’s ZenithOptimedia, which since Lisa Torres joined the agency as President, Zenith Media Multicultural in February 2011 has snapped several accounts from agencies that are in the Multicultural /Hispanic specific niche.
ZenithOptimedia  won the Verizon Wireless media planning and buying business from Global Hue Latino. It also  took  General Mills  away from  Casanova Pendrill (Costa Mesa, CA) and Bromley (San Antonio, TX) as well as from Media 8 (Miami, FL) for the digital business.   Other ZenithOptimedia accounts include Denny’s, Pizza Hut and Sonic.

Total Market Approach…
Many marketing departments of major U.S. companies are integrating Hispanic marketing into their overall U.S. Marketing  plans as opposed to treating Hispanic as an independent niche.  (There definitely are exceptions like Clorox’s recent launch of Hispanic specific Spanish-language campaign Clorox Fragancia)  

…and how it affects the client- agency relationship
The Total Market approach also has organization and personnel consequences; Johnson & Johnson recently made the role of several of its multicultural marketing managers redundant. Generally, multicultural duties are being added to the job descriptions of the brand managers. This is also happening in several CPG companies. The consequence of these corporate reorganizations. for the client-agency relationship is that general market agencies obtain the Hispanic/multicultural business.

Again, this is the underlying trend, There is definitely still a role for Hispanic specific agencies, particularly in the creative space. Even in media buying and planning, e.g. see The Vidal Partnership (which plans and buys for J&J’s Zyrtec and Remy Martin), or Inspire which does the same for Sprint,  and many others.  Even small recently formed shops like Dallas based TruMedia which buys media for Maseca have been able to carve a niche.

Digital expertise

But the trend, particularly for major accounts, is to increasingly use general market agencies, albeit often their multicultural units (e.g. Starcom’s Tapestry).
Digital media expertise is also often a plus for general market agencies when pitching for Hispanic work.  Digitas , a member of the Publicis Group like ZenithOptimedia , for instance has the Hispanic digital accounts for the Mars brands Snickers, M&M and Twix.

Global advertising spending is set to grow by 4.3 percent to $502 billion this year, a slightly slower rate than previously predicted, dragged down by Europe's ongoing debt crisis, according to market research group ZenithOptimedia.

ZenithOptimedia scaled back its growth forecasts for Asia to 6.7 percent from 7.4 percent in March, and it now sees growth in Latin America of 7.8 percent, instead of 9.2 percent.

Only North America is proving more resistant, with Zenith maintaining its forecast for 3.6 percent growth this year.
The effects of Europe's woes are being felt even in fast-growing emerging markets of Asia and Latin America.
Ad spending by big companies will get a boost this year from big events such as the London Olympics, the Euro 2012 football championships, and the U.S. presidential elections. The events are expected to add $6.3 billion to the global ad market, concentrated from June to November.

"The ad market slowed in April and May as advertisers became more cautious about the state of the global economy," ZenithOptimedia said in a statement on Tuesday.

"The Greek elections have revived fears of a euro zone breakup. … Economic growth has slowed across the developed world and recessions have deepened in Southern Europe."

As a result, ad spending will actually shrink by 1.1 percent in the 17 member states of the euro zone this year, with Spain, Italy, Greece and Portugal being hit the hardest.

The forecasting group, which is part of advertising group Publicis, left its forecasts for 2013 and 2014 unchanged. It had previously seen growth this year of 4.8 percent

Global advertising spending is set to grow by 4.3 percent to $502 billion this year, a slightly slower rate than previously predicted, dragged down by Europe's ongoing debt crisis, according to market research group ZenithOptimedia.

ZenithOptimedia scaled back its growth forecasts for Asia to 6.7 percent from 7.4 percent in March, and it now sees growth in Latin America of 7.8 percent, instead of 9.2 percent.

Only North America is proving more resistant, with Zenith maintaining its forecast for 3.6 percent growth this year.
The effects of Europe's woes are being felt even in fast-growing emerging markets of Asia and Latin America.
Ad spending by big companies will get a boost this year from big events such as the London Olympics, the Euro 2012 football championships, and the U.S. presidential elections. The events are expected to add $6.3 billion to the global ad market, concentrated from June to November.

"The ad market slowed in April and May as advertisers became more cautious about the state of the global economy," ZenithOptimedia said in a statement on Tuesday.

"The Greek elections have revived fears of a euro zone breakup. … Economic growth has slowed across the developed world and recessions have deepened in Southern Europe."

As a result, ad spending will actually shrink by 1.1 percent in the 17 member states of the euro zone this year, with Spain, Italy, Greece and Portugal being hit the hardest.

The forecasting group, which is part of advertising group Publicis, left its forecasts for 2013 and 2014 unchanged. It had previously seen growth this year of 4.8 percent

Global advertising spending is set to grow by 4.3 percent to $502 billion this year, a slightly slower rate than previously predicted, dragged down by Europe's ongoing debt crisis, according to market research group ZenithOptimedia.

ZenithOptimedia scaled back its growth forecasts for Asia to 6.7 percent from 7.4 percent in March, and it now sees growth in Latin America of 7.8 percent, instead of 9.2 percent.

Only North America is proving more resistant, with Zenith maintaining its forecast for 3.6 percent growth this year.
The effects of Europe's woes are being felt even in fast-growing emerging markets of Asia and Latin America.
Ad spending by big companies will get a boost this year from big events such as the London Olympics, the Euro 2012 football championships, and the U.S. presidential elections. The events are expected to add $6.3 billion to the global ad market, concentrated from June to November.

"The ad market slowed in April and May as advertisers became more cautious about the state of the global economy," ZenithOptimedia said in a statement on Tuesday.

"The Greek elections have revived fears of a euro zone breakup. … Economic growth has slowed across the developed world and recessions have deepened in Southern Europe."

As a result, ad spending will actually shrink by 1.1 percent in the 17 member states of the euro zone this year, with Spain, Italy, Greece and Portugal being hit the hardest.

The forecasting group, which is part of advertising group Publicis, left its forecasts for 2013 and 2014 unchanged. It had previously seen growth this year of 4.8 percent

ZenithOptimedia estima que la inversión publicitaria mundial terminará este año en US$ 464.000 millones, una cifra un 3.5% más alta que en 2010, y seguirá aumentando hasta representar US$ 486.000 millones – a una tasa de crecimiento del 4.7%– a pesar de la continua desaceleración económica en Europa.

Según el informe de la compañía, opinan que  “los anunciantes han aprendido bien la lección de la última recesión, sobre todo tienen muy presente el hecho de que las crisis son óptimas para ampliar la participación en sus marcas en el mercado, ya que durante periodos de recesión los consumidores fundamentalmente reexaminan sus hábitos de consumo, en parte para ahorrar dinero, en parte para poder así darse un capricho en estos tiempos de penumbra".

ZenithOptimedia  prevee un aumento inversor del 5.2% para el 2013 y el 5.8% para 2014.

Gran parte del crecimiento mundial en inversión publicitaria proviene de países en desarrollo que aportarán un 58% de nueva inversión entre 2011 y 2014. Asia Pacífico, Europa Central & Este y Latinoamérica están creciendo mucho más rápido que el mundo desarrollado. Se estima que en los próximos tres años Latinoamérica crecerá al 7.3% anual.

En los próximos 3 años aproximadamente la mitad (48%) del crecimiento mundial en inversión publicitaria se generará en los países en desarrollo. Los cuatro BRICs – Brasil, Rusia, India y China – se prevé que aporten el 33% del crecimiento global. Más allá de los BRICs, hay seis mercados de rápido crecimiento que añadirán previsiblemente entre US$ 1.000 millones y US$ 4.000 cada uno al mercado publicitario y producirán un 15% del crecimiento global: Indonesia, Sudáfrica, Argentina, Turquía, México y Corea del Sur. En estos diez mercados la inversión publicitaria supone el 0.32% de su PIB a día de hoy, menos de la mitad de la media mundial que se sitúa en un 0.70%, lo que demuestra el enorme potencial de crecimiento.

Verizon Wireless-Zenith Multicultural
Sources at Global Hue in New York tell Portada that the Verizon Wireless media planning and buying business has been picked up by Zenith Multicultural. Global Hue is making a number of the positions connected with the Verizon Wireless account redundant. There are no changes in the Verizon Fios business which continues to be done out of Lopez Negrete.

Napa County
Napa County will be required to provide elections material in both English and Spanish, effective immediately, based on recent data collected by the U.S. Census Bureau.The decision comes as the result of a section of the federal Voting Rights Act, which establishes certain triggers for when a county must furnish information in a foreign language. Napa is now one of 27 California counties required to publish information in Spanish/ John Tuteur, Napa’s registrar of voters told the Napa Valley Register that he  expects to see a significant increase in postage and printing costs, as the inclusion of Spanish translations will cause ballots and voter guides to be larger. In all, those costs could increase 25 to 45 percent, Tuteur estimated.

  • Vox collective – Culture Health

Cultur health was launched by the vox collective and Cooney/Waters Group.

  • Domino’s – RL Public Relations

Domino’s Pizza has selected RL Public Relations (RLPR) as its Hispanic PR Agency of Record.

  • El Pollo Loco

Costa Mesa-based El Pollo Loco has named Hollywood's goodness Mfg. as its new advertising agency of record to handle marketing and communications efforts for the grilled-chicken chain. Goodness Mfg. will handle general market and Hispanic advertising for the Mexican fast food chain, which has more than 400 restaurants, mostly in California.

The decision ends a search process that began last fall with the review of more than 35 agencies, including L.A.-based McCann West/Casanova Pendrill and Santa Monica-based RPA. El Pollo Loco's former ad agencies, Venice-based Kreuger Communications and Burbank-based cruz/kravetz: IDEAS, did not take part in the review.

  • La Bella

A 13-week campaign giving away 25-cent coupons for any La Bella product in Vallarta Supermarkets is coupled with a contest to win a $1000 grocery value gift certificate. The promotion is the latest venture aimed to connect with the Hispanic community. Integrated in its efforts to grow the brand, Newhall retained Power Media Group for its efforts in marketing the Hispanic sector.

  • Gasolina Urban Blends

Pan American Properties announced the launch of its ready to drink cocktail product line, Gasolina Urban Blends in the state of Florida. Gasolina, which has been successful in Puerto Rico, will be distributed by Premier Beverage.

Rene Acosta, Director- Liquor Division of Pan American Properties, said, "Our success in Puerto Rico combined with really positive market research results in the US, gives us great confidence that the brand will be a winner in Florida and therefore our point of entry into the US mainland," added Acosta.

  • ZenithOptimedia

ZenithOptimedia, The ROI Agency, announced that Lisa Torres has been named President of its Multicultural Unit, effective immediately. In this newly created position, Ms. Torres will be responsible for providing leadership around the company’s state-of-the-art ROI strategies which are geared towards multicultural consumers. She will work directly with the company’s planning and buying teams and report to ZenithOptimedia’s Dave Ehlers, Executive Vice President, Managing Director.

Launched in 2006, the division handles $150MM in media billings. Clients include JPMorgan Chase, Denny’s, General Mills, Twentieth Century Fox, L’Oreal, Nestle and Payless.

If you are a Subscriber to the Directory login and access the Directory.Get access to detailed contact information in our Interactive Directory of Corporate Marketers and Agencies targeting Hispanics.

 

ZenithOptimedia, The ROI Agency, announced that Lisa Torres has been named President of its Multicultural Unit, effective immediately. 

In this newly created position, Ms. Torres will be responsible for providing leadership around the company’s state-of-the-art ROI strategies which are geared towards multicultural consumers. She will work directly with the company’s planning and buying teams and report to ZenithOptimedia’s Dave Ehlers, Executive Vice President, Managing Director.

ZenithOptimedia’s Multicultural Unit provides integrated, disciplined and productive planning and buying models to its clients.  Launched in 2006, the division handles $150MM in media billings. Clients include JPMorgan Chase, Denny’s, General Mills, Twentieth Century Fox, L’Oreal, Nestle and Payless.

Mostly recently, Ms. Torres was Executive Vice President, Group Account Director for MPG’s Diversity Unit. During her tenure, she substantially grew the company’s diversity business, while helping the business acquire new clients such as Dannon and Sears Holding Company. She has also held management positions at Carat USA, Inc., Conill Advertising and SiboneyUSA.

“I am very excited to take on this new role and work with ZO’s clients,” said Ms. Torres. “Understanding the role multicultural consumers play to a client’s business and how their influence can impact mainstream trends is important in this ever evolving media landscape.  I am glad to be bringing that big picture perspective and expertise to ZO.”

Among her notable accomplishments, Ms. Torres was named President of the AAAA’s Multicultural Committee in 2008. She has also been recognized as one ofCrain’s New York Business Top 40 Under 40 and a Media All-Star by Mediaweek. 

“With the minorities of America poised to be become the majority, and a new population census this year, our $150MM investments in multicultural media are becoming ever more critical,” said Tim Jones, CEO of ZenithOptimedia, N.A. “Lisa's appointment acknowledges the priority we are making in this area.”

Publicis Groupe’s ZenithOptimedia media services agency has revised upward its global advertising spending forecast from 3.5% growth to 4.8% this year compared with 2009. In North America, Zenith Optimedia expects ad spending to grow 2.4% for the year rather than the 1.3% it predicted in July.

Latin America is providing explosive growth, according to Zenith Optimedia. The agency forecast that ad spending growth in that region will reach 16.8% for the year, compared with the earlier prediction of 7.0%.

B2b publications in the U.S. will experience an ad spending decline of 6.0% this year and 5.0% next year, ZenithOptimedia said. 

Joe Shain was appointed as the new CEO of ZenithOptimedia Multicultural Direct (ZOMD), a new multicultural, primarily Hispanic oriented, marketing division introduced by Zenith Optimedia Direct. Portada® interviewed Shain last week.

Q: How many employees are employed in Zenith Optimedia Multicultural Direct?

A: “We are launching the new unit with Managing Director Len Sherman at the helm. Sherman will have a team of 5 people. In addition, we have the support of the team in Zenith Optimedia Direct.”

Q: What clients will you be working with?

A: “Zenith Optimedia Direct offers direct marketing services to clients including Hewlett-Packard Co., Abbott Labs, Schering-Plough, AstraZeneca, Aventis, T-Mobile, JP Morgan Chase and Curves International (Curves for Women Fitness Centers). Some of these clients may be interested in pursuing Hispanic direct marketing programs. Curves for Women, a fitness franchise, is also interested in targeting Hispanics via direct marketing. We are actively seeking clients targeting the Hispanic market via direct mail, broadcast and print and Internet.”

Q: How do you see the opportunities for direct response through print advertising in the Hispanic market?

A: “I think that print is strong. It's a function of how many publications exist for the marketplace. We do Newspaper FSI's for the general market. We don't do them yet for the Hispanic market, but I am sure we will. Some categories, like financial, are particularly suitable for direct mail. Direct mail bodes well where there is more information available for the consumer to look through. We are going to be media neutral. The beauty of direct response is that research is part of the campaign itself, because you are getting a response for each media.”

Q: In what categories do you see the most growth potential in terms of direct marketing to Hispanics?

A: “Financial services, Activation of new Credit Card customers, Direct to Consumer insurance companies, Mortgages, Health. However, often we find that corporations still lack the infrastructure to target Hispanics like a Spanish-speaking sales force."

Q: In what way are the techniques to target Hispanics different to the techniques used in the general market?

A: “An offer targeting the general market may not be that easily understood by Hispanics. It may need to be explained more clearly. Since credit card penetration is lower, offers may need more check payments as opposed to credit card payments. Additionally, the message needs to be culturally relevant.”

Amazon’s Alexa “Brand Voice” New Feature, Toyota’s “GO HIGHLANDER” Campaign & More Sales Leads

For prior Sales Leads editions, click here.

  • Amazon’s Alexa

AmazonAmazon’s Alexa’s Alexa has a new feature called “Brand Voice” that can be used to create a unique voice that represents a brand’s persona, Mediapost reports. Amazon’s Alexa customized voice feature can be created with the Amazon Polly team of artificial intelligence research scientists and linguistics. Amazon Polly is a cloud service of Amazon Web Services that converts text to lifelike speech.The team has been working with Kentucky Fried Chicken Canada and National Australia Bank to create unique Brand Voices.Amazon’s new initiative aims to make it easier for customers to interact with multiple voice assistants on a single device.

  • Toyota

Amazon’s AlexaThe marketing campaign for the all-new 2020 Toyota Highlander has officially kicked off. The “GO HIGHLANDER” campaign for the fourth-generation benchmark SUV will feature Highlander and Highlander Hybrid models that speak to the vehicle’s performance, dramatic new design and sophisticated detailing, making it the ultimate vehicle for those who are at the center of making memories.“Heroes”, an action-packed :60-second spot featuring actress Cobie Smulders and the all-new Highlander, ran in this year’s Big Game and officially kicked off the campaign. The spot was created by Saatchi & Saatchi.The fully-integrated Highlander campaign was developed using the Total Toyota (T2) model which provides multicultural insights aimed at a transcultural mainstream audience. T2 features a blended and cohesive marketing approach inclusive of multicultural marketing, bringing together its agencies into a total market model. The T2 agency team includes Saatchi & Saatchi, Burrell Communications, Conill Advertising and Intertrend, with Zenith placing TV and outdoor media buys.

  • Tricolor

Amazon’s AlexaTricolor announced a US$30 million equity investment from a global institutional investor to rapidly scale its technology-powered approach to the sale and financing of used vehicles.In 2018, financially underserved customers in America spent US$48 billion in fees and interest on subprime and Buy Here Pay Here (BHPH) auto loans, according to a recent report from the Financial Health Network. Tricolor is actively transforming the car buying experience and helping to eliminate unnecessary fees through a business model that aligns customer impact with business outcomes and leverages advanced technologies like artificial intelligence (AI) and machine learning.To date, Tricolor has disbursed nearly US$1 billion in affordable auto loans throughout California and Texas. With this infusion of funds, the company will rapidly scale its platform and retail network to expand availability for its guaranteed, high quality used vehicles and access to responsible auto financing options for Hispanic customers in new markets.For more than a decade, Tricolor has successfully scored no file and thin file Hispanic customers, as evidenced by five well-received ABS securitizations.The company will continue to expand this program alongside its growing dealer and financing network.Houlihan Lokey served as advisers to Tricolor on the transaction. Headquartered in Dallas, Tricolor and its affiliate Ganas Auto Group operate 36 retail dealerships across 12 markets in Texas and California, as well as a shared services center in Guadalajara, Mexico.

  • Bank of America 

Amazon’s AlexaBank of America has consolidating all external marketing services with Publicis Groupe. The agency’s dedicated unit called GroupeConnect will handle the business. Publicis Groupe’s Starcom has handled media buying and planning for Bank of America since winning the account in 2008.Bank of America spent over US$187 million in the first nine months of last year on marketing in the U.S., up from a little over US$183 million total in 2018, according to Kantar Media.

 

 

JOIN PORTADA’S KNOWLEDGE-SHARING AND NETWORKING PLATFORM: To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Director Leslie Zambrano at Leslie@portada-online.com.

  • Hasbro 

Amazon’s AlexaToy company Hasbro has consolidated its global media account with GroupM’s MediaCom. The WPP-owned agency has snatched the business from incumbent OMD. MediaCom will handle all the brands under Hasbro in all the markets it has a presence in. Prior to the consolidation, Omnicom Media Group’s OMD held the Hasbro account for 15 international markets including APAC and Europe, while MediaCom was overseeing Latin America.Brands under Hasbro include MARVEL, Power Rangers, Transformers, PlayDoh, My Little Pony, Star Wars, Sesame Street, Trolls and more. Hasbro overtook Mattel to become the world’s biggest toy company in 2017 following significant marketing spends. In 2018, the company posted global sales of US$US4.6 billion, according to reports.

  • OneWest Bank

OneWest Bank, CIT’s Southern California branch network, announced the launch of a new small business mobile app, a new platform to help small business customers seamlessly reach their financial goals.The OneWest Bank business app empowers small businesses to pay bills, digitally deposit checks, transfer funds between OneWest accounts, schedule appointments and locate the nearest branch. In addition, customers using the app can apply for funding to support their equipment financing and working capital needs directly from their mobile devices.OneWest offers a competitive range of products and account features designed to empower local small businesses. These include OneBusiness Interest Checking and Money Market Savings accounts. OneWest is also enabling customers to apply for equipment financing through its parent company CIT and its national Small Business Solutions division.In addition to its products and services, OneWest empowers local entrepreneurs through Launch + Grow, an ongoing partnership with the nonprofit Operation HOPE that includes a series of in-person workshops and classes for female small business owners.

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

For prior Sales Leads US editions, click here.

  • La Tortilleria  

La Tortilleria, one of the largest Hispanic food distributors in the East Coast and its sister company Abasto Media announced a strategic alliance with a leading group of private investors. The new partners are Ken Langone, founder, and CEO of Invemed Associates LLC., and co-founder of the Home Depot, Bruce M. Langone, President of Invemed Associates, LLC., Thomas Teague, President and CEO of Salem Corporation and partner of Invemed Associates, Al Carey, Executive Chairman at Unifi, Inc., and former CEO of PepsiCo North America, and Carlos Evans, former executive vice president and group head of the eastern division of Wells Fargo.The group of private investors focuses on supporting growth-oriented companies in a wide range of industries.The new alliance will allow the Hispanic food distributor headquartered in Winston-Salem, NC, and Abasto Media, to advance their business growth more quickly and efficiently.La Tortilleria operates out of a 100,000-square-foot warehouse and office facility but is in the process of doubling its warehousing operations in Winston-Salem, NC, as well as opening facilities in other markets.This business relationship allowed the other private investors to know the Hispanic food distribution company, and its enormous potential to grow in the industry.

 

  • Re/Max 

American international real estate company Re/Max has named Knoxville, Tenn.-based independent agency Tombras as its´ new media agency partner for the U.S., following a review conducted by consultancy Media Sherpas. The process included the incumbent, Dentsu Aegis Network media agency Carat, as well as a handful of other finalists, according to sources with knowledge of the review.Re/Max spent nearly US$34 million in 2018 and over US$32 million over the first nine months of 2019, up from just under US$30 million during that period in 2018, according to Kantar Media.

 

  • Meredith/Ford 

"The New Power Suit" Multiplatform CampaignMeredith Corp. brands Health, Better Homes & Gardens, Travel + Leisure, People and Food & Wine in partnership with Ford Motor Company are featuring women making their mark in male-dominated fields through a multiplatform campaign called “The New Power Suit,.”Mediapost reports. The campaign will expand across digital, social, video and in the January 2020 print editions. The campaign 1st efforts will include full-page ads designed as covers on each of the five Meredith´s titles, accompanied by a story on the woman featured in that issue.The campaign was produced by a team composed exclusively of women across Ford Motor Company, ad agency GTB and Meredith.People ranked No. 1 in reach across women millennials, women Latinas, moms and adult millennials and No. 2 among adult Latinos and adult readers. People en Espanol ranked No. 1 in reach of adult Latinos.

 

  • Tantillo Foods

100% family owned & operated Tantillo Foods, which offers a range of Italian food products, has appointed Brand Buddha as its´2020 media agency partner. The business includes market research, brand positioning and a digital ad campaign. Today Tantillo Foods has over 50 products sold in retailers around US.

 

 

JOIN PORTADA’S KNOWLEDGE-SHARING AND NETWORKING PLATFORM: To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Director Leslie Zambrano at Leslie@portada-online.com.

 

  • Corona Hard Seltzer 

Corona Hard Seltzer will be introduced in four flavors in the US:​ tropical lime, mango, cherry and blackberry lime. The 4.5% ABV beverage will contain 90 calories, zero carbs and zero sugars (for comparison, Corona Extra contains 148 calories per 12 oz bottle).  Constellation Brands is planning to put a US$40m marketing budget behind the spring launch of Corona Hard Seltzer: its biggest-ever single brand investment. Corona carries ‘unbelievable strong brand equity’ as a brand among both Hispanic and total drinkers in the younger 21-54 age category. As a result, Constellation Brands has made the decision to brand its seltzer entry under Corona. 

 

  • Costa Coffee

Costa Coffee, a coffeehouse chain which is a subsidiary of American company The Coca-Cola Company and is  headquartered is in Dunstable, Bedfordshire, has appointed MediaCom as its media planning and buying agency, ending its 10-year relationship with Zenith. MediaCom also works on Costa owner Coca-Cola’s media account. Costa has 2,600 shops in the UK and Ireland, and 1,300 internationally.

 

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

2020 promises to be an exciting year in marketing. We asked brand and media agency executives that are part of the Portada Council System where they see the main challenges and opportunities.

 

As the new year fast approaches, Portada touched base with brand marketers and media agency executives, members of Portada’s Council System. We asked them what 2020 could bring in terms of challenges and opportunities. Among the most alluring opportunities and/or challenges, they cited: preparing for a world without (or a smaller) Facebook, more proprietary data for brands, efficient cross-screen metrics, marketing in a divisive political scenario, and finding synergies between Hispanic and general marketing campaigns.

 

2020 opportunities: Preparing for a world without (or a smaller) Facebook

2020 opportunities expertMarketers’ reliance on social media as a marketing and lead-generation tool has been parallel to Facebook’s rise to social media heaven. But has the social media giant reached its zenith or, even worse, is it starting to decline? “How to future proof my business in a world without or a smaller Facebook. In performance marketing, Facebook is still king, and also in terms of reach and signals of consumers’ interests and intent. What happens if Facebook changes? Or if there is regulation? Or if it doesn’t enjoy the popularity of generations like Z and beyond? This is more of a longer-term challenge, ” says John Sandoval, Senior Brand and Latino Marketing Manager at Intuit.

How to future proof my business in a world without or a smaller Facebook. In performance marketing, Facebook is still king, and also in terms of reach and signals of consumers’ interests and intent. What happens if Facebook changes? Or if there is regulation? Or if it doesn’t enjoy the popularity of generations like Z and beyond?

 

Brands need more ownable and proprietary data

2020 opportunities expertTo Peter Lee Brown, Brands & Communications Strategy, at Nestle, “Data has become commoditized, brands need more ownable, proprietary data“. Related to this challenge, Brown sees an opportunity for brand marketers in terms of “lean innovation and in-housing capabilities”, as he expects them to “lead to greater speed, creative expertise, and control.”. According to Brown in the current scenario of perpetual disruption, “brands can drive disruption and become challengers.”

Ariela Nerubay, Chief Marketing Officer at Curacao, also cites disruption, in this case in the retail space as an alluring opportunity: “Disruption of the retail in-store experiences to drive traffic to physical stores.”

 

2020 opportunitiesIf you are interested in joining the Portada Council System, our year-round knowledge-sharing and networking platform, please contact us here if you are marketing services supplier and here if you are a brand marketer.

 

Making second-generation Hispanic campaigns attractive to non-Hispanics…

Successful marketing to the LatinX consumer (second and third-generation Hispanics) is paramount to the progress of Corporate America in 2020 and beyond. Ariela Nerubay, Chief Marketing Officer at Curacao, tells us that “How to develop targeted campaigns for the 2nd and 3rd gen Hispanic on general market media that also attracts non-Hispanics” is one of the main challenges for her company in 2020. Similarly, she also cites developing a “lead generation strategy for Hispanic and non-Hispanic customers with same creative” as a challenge and opportunity.

 

…in a world where it is increasingly “not good” to be the “other”.

Marketing in a politically convoluted environment that is often divisive has been an important topic at Portada Council System workshops in 2019. Going into 2020 it will continue to be a challenge for brand marketers. As Intuit¨s John Sandoval notes “Specifically to multicultural marketing, in a country and increasingly in a world (last week’s UK election) where it is ‘not good’ to be the other or a minority or a population group other than the ‘mainstream’, how do we get the resources, attention, etc, from across the landscape? What if Trump is re-elected for another 4 years?”

 

Cross Screen Measurement to understand Reach and Frequency

The ascent of video marketing, partly a result of the substitution of TV media budgets by video, is bringing in more 2020 opportunities for media buyers. Darcy Bowe, SVP, Media Director, Starcom USA tells Portada that “cross-screen measurement that allows us to understand overall reach and frequency, including understanding where truly incremental reach is being driven” is an important opportunity for efficient media buys in 2020. Bowe is part of Starcom’s Video Center of Excellence, where she focuses on investing in all video media as well as creating content and building integrated programs in the video media space on behalf of her clients.

Given the range of CPMs and creative units across media types, how do we value an impression in each type and how does that impact ROI?

Bowe also notes that, given the range of CPMs and creative units across media types, it will be important to develop solutions for how impressions should be valued in each type and how this impacts ROI. To resolve the relationship between performance and branding (awareness) will be another challenge: “How can we best create media plans that balance targeting the most likely consumer to interact & transact with the brand as well as find broad reach to create awareness?”