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MarTech  investments are a key driver of the communications industry, both for entrepreneurs and investors.  Recently created NUMATEC comprehends more than 300 employees in 22 countries, and is led by a team of entrepreneurs who have successfully founded and exited multiple ventures, and now pool their resources and companies under one umbrella. We interviewed Giuliano Stiglitz, CEO of NUMATEC, to better understand his innovative company and learn about the MarTech (Marketing Technologies) sectors he sees the most potential for growth in. Numatec particularly seeks to grow in.


Corporate MarTech budgets will continue to grow globally. This is one of the main reasons why industry veteran Giuliano Stiglitz recently founded NUMATEC. According to Stiglitz the following four MarTech subsectors are particularly primed for growth:”First, AI-If you go beyond the fact that it is perhaps the most misused word in the industry, in its truest meaning, AI is the driving force behind automation and evolution of many of the platforms used today.” Second Stiglitz sees eCommerce as eCommerce is playing an important role “and its growth was accelerated by the pandemic and there is a growing demand for services that help eCommerce businesses succeed.” The third major growth sector for MarTech Investments is Customer Data: “Everything that has to do with capturing, understanding and harnessing the power of user specific data is key. Lots of growth here as we are just at the beginning of this trend.”. Finally, Stiglitz expects substantial growth in CTV and “generally speaking TV converting to Digital, still a lot more to go (hence lots of growth) to bring TV 100% to the ‘other side’”.

AI is the driving force behind automation and evolution of many of the platforms used today.

NUMATEC’s MarTech Investments

NUMATEC’s current portfolio of companies is focused on the growth trends described above as its subsidiary companies including Si Señor agency, Cookie Lab and The Tech Partners offer many of these services.
NUMATEC has allotted a war chest to continue its rapid expansion investing in MarTech, seeking other like-minded founders who wish to join the group and fuel growth. The main criteria for M&A will be whether companies complement the current stack, integration and over-arching strategy.
Geographically, Stiglitz sees a huge potential in Latin America: “Despite the fact that our origins are in LatAm and some of our businesses have been operating for quite some time in the region, there are still a few markets where we haven’t entered yet, notably Brazil, and we intend to cover the entire region. We are also very excited about expansion in the U.S. and Europe, where we see a huge potential for our services.”

We still see a huge potential in Latin America, where some of our business have been operating for some time.

NumatecStiglitz tells Portada that NUMATEC typically takes a majority stake of between 51% and 100% in the companies it invests in. “Sometimes we buy a stake in an existing company, sometimes we fund an entrepreneur who wants to start his or her own business and sometimes we incubate the business in-house. We provide guidance from Miami, but we incubate globally including Europe and LatAm.” Stiglitz says NUMATEC “typically is able to achieve profitability very quickly, and expects returns within a one to two-year timeframe.” NUMATEC generates revenue through its investments and the services it provides to its portfolio companies.

We typically are able to achieve profitability very quickly, and we expect returns within the first two years.

Stiglitz prefers not to limit or discourage potential partners by sharing a specific number to describe the maximum or minimum NUMATEC will invest in: “I will tell you though that we have invested as little as US $100,000  to launch a business and as much as US $1,000,000. The range is really quite broad.”

MarTech Investments: Holding Company and Investor

Giuliano Stiglitz
Giuliano Stiglitz, CEO, NUMATEC

Asked about the ultimate goal of NUMATEC (e.g. selling its portfolio companies, increase in size etc.), Stiglitz answers that he likes to say that NUMATEC has two or perhaps three souls. “On one hand, we are a holding company and an investor so our ultimate goal here is to maximize shareholders returns. We do that through acquisitions, through funding exceptional entrepreneurs and by incubating new companies in-house. We have a well-oiled and proven methodology, and we won’t stop doing that. This relentless activity has resulted in quite a diversification: by having different lines of businesses (within the digital marketing space) and by operating in such a diverse group of countries. We can clearly see some buyers interested in what we have built, but that said, we are not currently looking for buyers. We do see a lot of growth ahead for several years and we will keep our options open to other avenues, including an IPO. “We are also the perfect partner for Martech companies eager to attain more market share and accelerate their growth in the markets where we operate. We want to be seen as the market leader in channel partnerships and distribution for top-tier AdTech and Martech companies; this is one of our ultimate goals that goes hand in hand with the first one. Last but not least, we want to be seen as the ideal investor for the most talented entrepreneurs in our industry. By helping a new generation of founders achieve success, we’ll be able to achieve our goal and we’ ll have accomplished something meaningful in the process.”

We want to be seen as the market leader in channel partnerships and distribution for top-tier AdTech and MarTech companies.

Providing Brands with a Wide Array of Marketing Services

By undertaking MarTech investments, NUMATEC intends to build the world’s premier network of service providers for today’s global brands. Stiglitz emphasizes that NUMATEC’S objective is to provide brands (corporations) a wide array of marketing services through different NUMATEC portfolio companies. “Our objective is two-fold: the first, strategically investing in technology enabled service companies in the Martech ecosystem, and the second, partnering with the best available technologies to accelerate growth and distribution. By doing this we will be able to provide, as a group, the most complete set of services that compete with industry leaders,” he concludes.

What: Ecommerce marketing strategy is revealed by retailers Walmart and Soriana. It shows how they’re capturing the e-commerce home delivery grocery market in Mexico with alternative digital payment strategies.
Why it matters: Fear of fraud stops many Mexico consumers from making online purchases with a credit card. As a result, Walmart and Soriana are on it. Consequently, they’re deploying cash on delivery, branded digital cash cards, mobile phone loyalty programs, and PayPal options.

The race is on as grocers deploy ecommerce marketing strategy in Mexico. Grocery and general merchandise retailer Walmart has taken the lead. But in Mexico, its competitors, including Soriana, are racing to build their online-delivery businesses.

How customers pay for their online purchases could make all the difference.

High credit card commissions and fear of fraud pose a significant barrier to online sales in Mexico. Digital purchases make up only 3 percent of all consumer goods sales nationwide. As a result, that’s way below the average seen in other countries, according to branding expert Vilma Vale-Brennan. She is deputy general manager of Vale Network in Mexico.

The new President of Mexico, Andres Manuel Lopez Obrador, has promised to get banks to lower credit card commissions. But grocery retailers like Walmart don’t have time to lose.

Ecommerce Marketing Strategy with Digital Payment App

Last year, Walmart launched its own digital application. As a result, it allows customers to pay for goods at stores with the Walmart digital application “Cashi.”

After downloading the app to their mobile phones, customers can recharge it with cash at any Walmart-owned store. It’s a fast and easy way to convert cash into a secure digital payment option. As a result, customers use it for purchases at Walmart, Superama, Sam’s Club, and Bodega Aurrera stores.

Cashi can be used to pay electric bills and services including Netflix, Spotify, and Uber.

The idea here is to make purchasing with Walmart easier, and to give people more options.

But perhaps more importantly, Walmart tells Portada it expects to extend the Cashi digital payment system later this year to allow its online customers to use Cashi for online grocery purchases, according to Gabriela Buenrostro, assistant director of corporate communications. “The idea here is to make purchasing with Walmart easier, and to give people more options,” she said.

Walmart’s ecommerce marketing strategy outpaces the online market with 4.5 million e-commerce shoppers in Mexico, followed by grocers Soriana at 1.1 million, according to a study by the American media measurement and analytics company Comscore as reported by Portada.

Cash, PayPal Options Offered

Walmart offers online customers the option to use PayPal, and Soriana added the PayPal payment option to its online shopping site this year.

Soriana also allows its online customers to pay cash to the home delivery person, or use their credit card on the delivery person’s portable card reader, Director of Electronic Commerce Rafael Castelltort told Portada.

Most of Soriana’s online grocery customers shop online using Soriana’s branded mobile application on their cell phones. A Soriana loyalty card program has more than 9,000 users, and to build loyalty even more, Soriana, deploying its own ecommerce marketing strategy launched its own mobile phone service “Soriana Movil” in 2017, which earns users loyalty points that can be exchanged for free products, Castelltort said.

The trends are very clear. Mexicans prefer to use a mobile phone when visiting grocery stores’ online sites.

Soriana’s decision to launch its own mobile phone service in Mexico might appear tangential to an effort to build online purchases, however, it could be spot-on in terms of getting more online shoppers.

“The trends are very clear,” comScore’s Alejandra Ibarra, manager of comScore’s Latin America Services, told Portada when asked about ecommerce marketing strategies among grocers in Mexico. “Mexicans prefer to use a mobile phone when visiting grocery stores’ online sites.”

And as time goes by, mobile applications are becoming more and more important for grocery ecommerce market leaders like Soriana and Walmart.

Just last year, Walmart announced its acquisition of the online marketplace Cornershop. Users download the Cornershop application to make online purchases using their mobile phones at supermarkets, specialty food stores and pharmacies in Mexico and Chile, according to Forbes.

“The Cornershop acquisition by Walmart shows the focus that applications have for the company and the performance it must deliver to maintain its leadership,” Ibarra told Portada.

What: The market for online grocery sales and home delivery is in its infancy in Mexico but offers huge potential given the 65 million Mexicans who now have access to the internet.
Why it matters: Grocery and general merchandise retailer Walmart has 4.5 million e-commerce customers in Mexico, and its competitors, like E-commerce Director Rafael Castelltort at Soriana, tell Portada how they are racing to sell groceries online, building new digital infrastructure, deploying machine learning, creating alternatives to credit card payments and launching websites highly customized for e-commerce and home deliveries.

Mexico may offer the perfect storm for selling groceries online. A rapidly growing urban middle class, internet penetration that now reaches 65 million, and grocery retail chains building sophisticated online payment and delivery infrastructures combine to make a bright future with huge potential, according to analysts.

“Supermarket chains in Mexico can grow tremendously in the future,” concludes a new study by the American media measurement and analytics company comScore. “The sector has huge potential for growth.”

Walmart leads the online grocery market with 4.5 million ecommerce shoppers in Mexico. Grocery chain Soriana comes next at 1.1 million, followed by Superama with 992,000. But while most Mexicans shop online using their mobile phones, online grocery shoppers still tend to use PCs more than any other device.

Many retailers now offer their own mobile applications, but the majority of online grocery shoppers in Mexico use a cell phone and rely on the cell phone’s internet browser instead of the retailer’s mobile application.

“Consumption by applications is still very incipient,” the study notes. Walmart’s online shoppers use its application only 25% of the time, while Soriana shoppers use Soriana’s application 15% of the time, according to the study shared by comScore with Portada.

Surprisingly, when it comes to time spent shopping online for groceries, the PC is king, with the exception of Walmart and Chedraui. More ecommerce shoppers at Walmart and Chedraui use their mobile devices than the PC.


Source: comScore

In Search of Younger Online Grocery Shoppers

All of the grocery chains chasing the ecommerce market face the challenge of winning over younger shoppers.

Adults over the age of 35 are more likely to shop for food online than any other age group. La Comer, however, has the largest group of online shoppers ages 25 to 34, compared to all grocery retailers, the comScore study found.

Women make up the majority of online grocery shoppers at Soriana, La Comer and Superama, while men dominate at Walmart, Costco and Chedraui.

The majority of our clients are women who value their time and value home delivery.

“The majority of our clients are women who value their time and value home delivery,” Rafael Castelltort, Director of Electronic Commerce at Soriana, tells Portada.

E-commerce shoppers have the option to pick their orders up at the stores, but home delivery is more popular.

Excellence in service is a pillar of Soriana’s strategy for winning over e-commerce customers. “We focus on the customer, deliver what they request, and in the time promised,” says Castelltort.

Soriana does not offer lower prices online than in stores to win over new ecommerce customers. The average weekly order is between 50-60 items and customers can pay for the delivery using PayPal, by paying cash to the delivery person or swiping a credit card on a mobile terminal the delivery person brings with the order. Customers don’t have to pay online with a credit card to make a purchase.

Service, Service, Service

A totally seamless purchasing process, from order to payment and delivery is Walmart’s mantra for winning the battle of online sales.

“We understand that customers aren’t only looking to save money, but are also looking to save time,” Roberto Villalobos, Director of Web Operations at Walmart and Superama tells Portada.

“We are constantly improving the online shopping experience for our customers and have implemented significant changes for grocery shopping on our internet site, including our own mobile application.”

We understand that customers aren’t only looking to save money, but are also looking to save time.

Walmart’s mobile application received the Best App award at eShow Mexico last year, Villalobos notes.

Challenges Ahead

Online grocery revenue in the U.S. reached $17.5 billion in 2018 and is expected to reach $30 billion by 2021.

In Mexico, however, the comScore study found uneven growth over the past few years, and a slight downward trend for 2019. Long delivery times may explain both factors, the study said.

And while the online grocery sale market has “huge potential” in Mexico, the comScore study finds significant challenges remain on the horizon, including the need to incorporate machine learning, big data, and logistics which have proven key factors for success in other parts of the world.

“With sophisticated technology and offers oriented to the user, Mexican grocery chains can grow greatly in the future,” the comScore study concludes.

In Part Two of our series on e-commerce grocery sales in Mexico, we explore specific marketing innovation, payment, and technology strategies being used to win the battle to increase market share.

What: WPP’S agencies POSSIBLE and Mindshare have partnered to help brands leverage their media and ecommerce investments across the Amazon ecosystem.
Why it matters: It’s a first-of-its-kind combination of the media planning and buying, data analysis and strategy expertise of Mindshare with the ecommerce, data analysis and creative expertise of Possible.

WPP’S agencies POSSIBLE and Mindshare are launching a new offering to help brands leverage their media and ecommerce investments across the Amazon ecosystem. To continue to meet the needs of clients on such a vast platform, POSSIBLE and Mindshare have teamed up to create the first comprehensive solution for brands across Amazon.

This combined offering will leverage the full media and ecommerce capabilities of both agencies and the wider WPP ecosystem. Pairing the media planning and buying, data analysis, and strategy expertise from Mindshare with the ecommerce, data analysis, and creative expertise of POSSIBLE, both agencies will unify sales, brand marketing, and shopper and ecommerce efforts for greater efficiency and impact.

55 percent of US consumers now begin an online product search on Amazon, and 64 percent of US households are now Amazon Prime members

Together the companies  will offer:

  • Channel strategy, assortment optimization, content development and optimization, and shelf management
  • Media planning, buying, and optimization on Amazon
  • Innovation services focused on building new brand experiences (Dash, Alexa, etc.)
  • Measurement, reporting and analytics that provide a holistic understanding of a brand’s presence and performance within the Amazon ecosystem
  • A centralized source of knowledge and insight focused on Amazon Prime members

“Our clients consistently ask POSSIBLE to be their one-stop-shop for Amazon,” says Frank Kochenash, global SVP of commerce at POSSIBLE. “This partnership allows us to bring brands the deepest expertise across all the levers they need to pull. Mindshare are media experts and we are thrilled to partner with Joe Migliozzi and his Shop+ team.”

Further bolstering this offering, POSSIBLE’s recent acquisition of Marketplace Ignition deepens POSSIBLE’s expertise and experience in all aspects of the Amazon ecosystem, from supply chain and operations, to assortment planning, operational marketing, content optimization, and search management.

Mindshare will bring its Shop+ media and commerce capability, which is already an established Amazon Media Group (AMG) partner and which includes: SEO/SEM, content development, analytics and reporting as well as its status as one of a handful of approved Amazon Alexa developers – allowing Mindshare to create Skills for Amazon’s voice activated AI assistant. Mindshare will also leverage GroupM’s mPlatform capability for programmatic services and will bring this full-service solution to GroupM clients globally.

The offering will be available through POSSIBLE and Mindshare in Seattle, New York, Cincinnati, San Francisco, Los Angeles, Atlanta, London and Singapore.

Amazon has become central to the lives of both consumers and brands. In fact, 55 percent of US consumers now begin an online product search on Amazon, and 64 percent of US households are now Amazon Prime members. This makes Amazon not just a retail giant, but one of the world’s largest media owners.

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Online marketers who work on retargeting have seen the pattern. From 95 to 98 percent of online visitors search for something but the search never converts into a purchase. They leave the site without buying. For marketers, this leaves much to speculation and assumptions that can then lead to wasted time and investments in ineffective marketing programs.

Its a key element  of e-commerce marketing. One of the more common ways online marketers attempt to solve this problem is to “retarget,” which is to track those consumers and reconnect with them at some later point by showing display ads when they browse other websites. You’ve probably noticed this when you’ve used Google search to find something like a pair of shoes, and then later when you’re reading separate a news site, you’re exposed to a number of display ads centered on that very thing you were searching for earlier.

But once that marketer gets your attention, what can they do to increase the likelihood that you will make a purchase? That question is at the center of a new study that reveals what may be the best approach to increase conversion rates.

The research study to be published in the April edition of the INFORMS journal Marketing Science is titled Consumer Search and Purchase: An Empirical Investigation of Retargeting Based on Consumer Online Behaviors. It is authored by researchers from The Warton School at the University of Pennsylvania, Washington University in St. Louis, the University of California, and Fudan University in Shanghai, China.

Retargeting

To conduct their research, the study authors analyzed consumer behaviors in response to two distinct marketing strategies. In one approach, they sent out coupons via those retargeted display ads. The coupons would be redeemed upon purchase. In the other approach, the study authors used those display ads to provide seller recommendations that centered on a specific product offering customized to the user, but with no coupon or discount.

We have found that while both strategies help increase the conversion rate, the seller recommendations were more effective than coupons,” said the authors.  “This told us that providing consumers with the sellers’ information that is most relevant to them may be a more effective way to tap the power of retargeting.

To conduct their research, the study authors tapped empirical data from Taobao.com, which is owned by Alibaba and is the largest online retail platform in China. Like other major e-commerce platforms, it collects consumer browsing history and can reach consumers through direct messaging on the platform, either through the website or its mobile app.  The researchers built a consumer search model to establish the relationship between consumer preference and search behaviors. They studied the behavior of 104,189 consumers who searched for a specific product among 20 sellers.

Search Intensity Impacts Retargeting Efficiency

We noticed some predictable patterns,” said the study authors. “Consumers who had a higher search intensity for a specific product were more likely to actually make a purchase. Search intensity was measured in the volume of clicks tied to the same search or search term. What we found was that even where the consumer clicked on multiple possible products, it was the first link they clicked on that had the highest potential of generating a sale. In other words, after a more intense search, the consumer is more likely to go back to that initial seller once a decision to make a purchase is made.

Consumers who had a higher search intensity for a specific product were more likely to actually make a purchase….even where the consumer clicked on multiple possible products, it was the first link they clicked on that had the highest potential of generating a sale.

In addition to the two basic retargeting strategies – discounting or customization – the authors proposed to use the auction as a pricing mechanism to implement the policies. The auction pricing mechanism requires the seller to self-select. This means the seller selects certain criteria for its ideal customer for a specific product at a specific price-point and then bids on how much it will pay to reach that consumer.

“Through our research, we were also able to show that a pricing mechanism, such as an auction, also tends to improve the effectiveness of a retargeting program,” said the authors. “When Taobao used a pricing mechanism such as an auction, the company was able to improve the efficiency of its retargeting campaigns.”

When Taobao used a pricing mechanism such as an auction, the company was able to improve the efficiency of its retargeting campaigns.

Facebook, Pepsico, Constellation Brands, Inc, American Eagle Outfitters, Coca Cola, T‑Mobile, Mike’s Hard Lemonade,Reborn Clothing Co,SKYY vodka… and more brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

 

  • Facebook

FACEBOOKFacebook is launching a national campaign, ‘Good Ideas Deserve To Be Found’ that brings to life the power of personalized ads for people and businesses. The campaign spotlights good ideas like Goat House Farm, reaching both small businesses and consumers through digital, TV and audio advertising launching on 2/25.The consumer marketing creative was developed by Facebook’s Creative X team in partnership with Droga5. The videos were directed by David Wilson and spoken by the legendary ‘voice of ideas’ Grace Jones. Every day, people come to Facebook to connect with the things they care about – from Groups, to charities to Watch shows, like Red Table Talk. The same personal preferences that allow people to discover and connect with content also enable people to discover businesses, services and products, all through personalized ads. Right now, enabling this discovery is more important than ever. Small businesses are at the greatest risk of losing their business during this time of economic hardship.That’s why Facebook is introducing new tools and products with small business growth in mind:

– Simplifying Ads Manager to make it easier for SMBs to get started and use personalized marketing plans to increase the value of their advertising investment. 

– SMBs are being asked to do more with less; so the company is continuing to waive fees for businesses selling with Checkout on Shops through June 2021, and as shared previously, for paid online events until at least August 2021.

– Restaurants have been hit particularly hard by the pandemic, so Facebook is introducing new options to note what type of dining experience is available, and making this easy for people to see in Businesses Nearby. It has also added a new menu tab on Pages so businesses can upload their menu directly to their Page.

– Updating the business resource hub on Facebook and Professional Dashboard on Instagram with more information on how personalized ads work.  

  • PepsiCo 

PEPSICOe.fundamentals, a digital shelf analytics provider, announced a partnership with PepsiCo’s, Inc. to power its eCommerce growth.The strategic partnership is designed to support PepsiCo with critical digital shelf performance analytics technology and best-in-class eCommerce expertise to deliver powerful intelligence for PepsiCo’s brands in 10 different countries from across European and UK e-retail partners including France, Germany, Spain and the UK. The partnership empowers PepsiCo to use retailer category eCommerce analytics data to optimize their search positioning and product visibility on retailers like Amazon, Tesco and Carrefour.

  • Constellation Brands, Inc

cbConstellation Brands, Inc., a leading beverage alcohol company, announced new and expanded responsibilities for two members of its Executive Management Committee, effective March 1, 2021. Jim Sabia, who has served as Constellation’s Executive Vice President and Chief Marketing Officer since 2018, has assumed the newly created role of Executive Vice President and Managing Director, Beer Division, with responsibility for leading the division’s operations services and commercial business functions. Constellation’s Chief Marketing Officer role will remain open in the near-term, but given the importance of this role to the company’s long-term growth aspirations, Constellation will look to fill this position over time. 

Mallika Monteiro will assume expanded responsibilities as Executive Vice President and Chief Growth, Strategy and Digital Officer. In addition to her current responsibilities leading the company’s growth and strategy functions, she will assume added responsibility for leading the company’s media initiatives, including digital marketing, 3-Tier ecommerce, and Constellation Ventures (which focuses on investing in early stage start-ups in the beverage alcohol space and adjacent categories).

  • American Eagle Outfitters

American EagleAmerican Eagle Outfitters® , a leading global specialty retailer offering on-trend clothing, accessories and personal care products, has named VaynerMedia as its new media agency. 360i was the media incumbent since  2019.  American Eagle´s advertising costs in 2019 were of US$151 million. 

 

 

  • Coca-Cola

COCA COLACoca-Cola has doubled down on its strategy to cut down its portfolio and switch investment to its core brands, while also planning to bring marketing investment levels back to pre-pandemic times to boost growth. CEO James Quincey said the company’s long-term growth will be “powered” by its core brand portfolio. The company slashed its portfolio from 400 brands to 200 last year.Quincey signalled the company will look to increase marketing budgets again to levels seen in 2019, but only once the vaccination rollout is more progressed and lockdown measures are eased. For comparison, the company spent around $4.3bn (£3.1bn) on marketing in 2019.He said marketing investment will need to be at “similar” levels to those seen in 2018/2019 in order to “drive top line and margin increases” consistent with the company’s growth forecasts.

 

 

Marketing ConferencesAt this exclusive virtual event on March 24, 2021, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • T‑Mobile 

tmobileT-Mobile amped the company’s Magenta Unlimited 55 plan, adding Netflix on Us for families and a MAX tier with unlimited Premium Data, so clients can’t be slowed down no matter how much data you use. That’s all available today. And, coming soon, 55+ customers can add up to four lines, up from two.55+ customers in all 50 states can get TWO unlimited lines of Magenta Unlimited 55, TWO free smartphones with 24 monthly bill credits for just US$70 per month with talk and text and unlimited data including 5G access on America’s largest and fastest 5G network.Americans 55+ rely on their smartphones more than ever these days. In fact, over the past two years, smartphone adoption has jumped from 70 percent to 77 percent[1] among this group, and baby boomers are the fastest growing segment of mobile users spending 30% more time on mobile than they did a year ago. [2] And 92% of Americans over 55 live somewhere other than Florida.[3]Both plans — Magenta Unlimited 55 and Magenta MAX Unlimited 55 – are packed with other perks like including monthly taxes and fees and free stuff every week from T-Mobile Tuesdays, which can add up to HUNDREDS more dollars saved every year.

  • Mike’s Hard Lemonade

Mike´sChicago-based flavored malt beverage supplier Mike’s Hard Lemonade Co. has named Work In Progress LLC creative agency of record. The agency will focus on continued growth for the company, including the launch of a new product, Mike’s Hard Lemonade Seltzer.Mike’s also produces and sells Mike’s Hard Lemonade and Mike’s HARDER Lemonade.The new creative will launch in March and continue throughout the year, Mediapost reports. 

 

 

 

 

 

  • Reborn Clothing Co. 

rebornFrench/ West/ Vaughan (FWV), one of the nation’s 20 largest independently-held public relations and integrated marketing agencies, has been selected by Reborn Clothing Co. to support the brand’s integrated marketing strategy development and execution. Reborn Clothing Co. is a textile upcycling company on a mission to turn consumer and corporate waste into new, useful items.This is the company’s first agency partnership. The review included several agencies in the Raleigh, NC area.Reborn Clothing Co. started as a way for individuals to get clothing out of the back of their closets and made into new products, but the company quickly discovered an opportunity for textile waste reduction on a larger scale. Today, Reborn offers sustainable solutions to consumers and organizations of all sizes. Operating from manufacturing facilities in North Carolina, Reborn works with top brands, colleges and universities to transform surplus branded apparel and textile waste into enduring products.

  • SKYY vodka

Campari’s flagship vodka SKYY vodka appoints Minneapolis-based MONO as 1st global AOR, following a five month review. Mono will be responsible for developing a global creative platform across multiple international markets launching in the first half of the year, which will run across a variety of media channels. The appointment comes as Skyy Vodka is preparing a brand repositioning including a new recipe and packaging, following years of sales declines.

 

 

 

 

  • Zippo

zippoWorld Famous lighter brand Zippo appointed Ogilvy as its creative, PR and social agency partner, following a competitive review.Ogilvy will work with the brand via an integrated team combining expertise across creative, influencer marketing, media relations, performance media and social strategy. Led out of Ogilvy New York, the team will draw on talent from across Ogilvy’s global network spanning 132 offices in 83 countries.

 

 

 

Portada Live

At this exclusive virtual event on March 24, 2021, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

 

Betterware, Interproteccion, Coca-Cola, Valoreo, United Airlines….. and more brands targeting the Latin American consumer right now. 

  • Coca-Cola

Coca Cola MarketingCoca-Cola recently worked on the campaign “Comparte una Coca-Cola” together with Wunderman Thompson. The global campaign provides Latin Americans, mostly teenagers the opportunity to use coke cans as a way to express themselves via digital platforms by using alphabet letters on its cans and PET bottles to create words and positive sentences to share with the world (Share a Coke-Alphabet).  The concept reinforces the “Juntos para Algo Mejor” (Coming Together) motto.  “Few brands in the world have a communication legacy like Coca-Cola. This is the result fo a continous search to be connected with new generations via pop culture. Our brand continues to innovate and launch packaging with alphabet letters, an initiative that will reach more than 40 Latin American countries and invites people to express and share messages about what they are open to in 2021, a year that came with many expectations and optimism.”, Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company, tells Portada. The campaign uses influencers to  present audiences with the new packaging and many point of sale activations.  Local influencers also provide the campaign a local flavor. In addition, a movie will be produced and adapted for each region and Out of Home Media, and social media advertising is being activated. According to Meza, the “Juntos para Algo Mejor”  messaging is in sync with the current phase of consumer response to COVID-19.  “After a first phase of shock, at which Coca-Cola stopped advertising for one month and donated US  $100 million to help the Red Cross, a second phase of relative calm, Meza describes this third phase “as the new normal, an inspirational phase to reshape priorities and do what is important. As people are rebalancing priorities let us share what their new priorities are through the alphabet.” (Read Portada’s interview with Javier Meza, SVP Marketing for Latin America, the Coca-Cola Company.)

  • Betterware

Betterware de México S.A.B, a  leading direct-to-consumer company in Mexico that focuses on home organization and solutions segment with a two-tier distribution model, announced the launch of its biggest marketing campaign to-date. The campaign launched on January 15 and will run through 2021. Created by Terán TBWA, the 60-second and 20-second video advertisements, radio commercials, OOH media and social content highlight Betterware de Mexico’s vast array of easy to use and accessible products for organization and practicality. Both television spots support the company’s efforts to help customers “find the solution” with Betterware products. The videos feature women, men, couples and children using everyday products around the home, including shoe racks, closet organizers, space savers, inventive kitchen cleaning products and more. “We’re thrilled to start off the year by launching our biggest campaign yet,” said Andres Campos, Chief Executive Officer.  The campaign will run across national Mexican television, radio, billboards, subway and bus stations, and social media. The two video advertisements were produced in Spanish, but will feature English subtitles where possible to reach a broader audience. An estimated 65 million consumers are expected to interact with the campaign. All products are available on Betterware’s newly launched direct-to-consumer website: www.betterware.com.mx.

 

Portada Live

Latin American Brand Marketing leaders will be participating at Portada Live on March 24 and talk on the topic “Understanding the new Latin American consumer journey map”. C-level executives will include Camilo Reina, VP Marketing & Innovation, Grupo Exito , Roberto Ramirez, SVP Marketing and Communications, at Mastercard and Mercedes Lopez Arratia, CMO and Customer Executive Director at Banco Azteca. To find out about how to participate in this virtual event, including networking solutions involving a myriad of brand decision makers, please contact VP Sales David Karp at David@portada-online.com.

 

  • Interproteccion

InterproteccionFormula 1 team Red Bull Racing has signed up Mexico’s insurance company Interprotección as a sponsor for the 2021 season. The move coincides with the arrival of Mexican driver Sergio Pérez as the team for this year’s grand prix series. Interprotección became the team’s first Mexican sponsor in the 2018 season when it sponsored Red Bull Racing at three races: the American, Mexican and Brazilian Grands Prix. Under the new agreement, Interprotección branding will feature on the RB16B of Pérez and Max Verstappen, as well as several other team assets.

  • Valoreo

Latin American eCommerce acquirer Valoreo has raised $50 million in a seed funding round to expand its operations in the region. The funding was one of the largest seed rounds in the region, according to an announcement from Angel Ventures, one of the investors in the seed round. Other investors included Upper90, FJ Labs and Presight Capital. Valoreo acquires, scales and consolidates eCommerce businesses, focusing on companies in Latin America. The Mexico City-based firm acquires companies that it deems ready to scale to “the next phase of growth,” but are in need of liquidity. “Over the last decade, Mercado Libre and Amazon have created a unique ecosystem that allows a new generation of forward-thinking entrepreneurs across Latin America to create unique eCommerce brands from scratch,” Angel Ventures’ announcement said. “However, these entrepreneurs currently lack both the resources to reach the next chapter of growth for their brands as well as access to liquidity to pursue new ventures.”

  • United Airlines 

UnitedUnited Airlines has kicked off a global review of its creative business. Dentsumcgarrybowenformerly Mcgarrybowen, has been the incumbent since winning the account in 2011. The agency has been invited to participate. Carat continues to hold media responsibilities for United Airlines. The airline declined to name other agencies invited to take part. The move comes as the airline suffers from massive dips in travel due to Covid-19. In the fourth quarter of 2020, United Airlines posted a US$1.9 billion net loss. United is looking to refresh its brand and creative platform in the wake of “the most sustained, seismic disruption in the history of commercial aviation,” a United Airlines spokesperson said in a statement.

 

 

Lexus, Lowe’s , BMW, Hormel Foods, Applebee’s, Cheetos, Domino’s®, NASCAR, Toyota, ALDI, Teasdale Latin Foods, Resnick Distributors….. and more brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

 

 

  • Applebee’s

CheetosApplebee’s is launching a new online-only brand. The main menu item? Cheeto-flavored wings. Customers can start ordering from Cosmic Wings, which is available through Uber Eats. On the menu: wings with two exclusive Cheetos sauces, original and Flamin’ Hot, plus cheese bites, chicken tender dippers, waffle fries and onion rings. The brand will operate out of about 1,300 Applebee’s locations across the country but won’t have its own restaurants. Casual dining chains like Applebee’s, which have suffered even more than some other restaurants during the pandemic, have been experimenting with virtual brands as a way to boost sales and make use of well-equipped kitchens at a time when more people are ordering delivery. Sales at Applebee’s restaurants open at least a year fell 13% in the third quarter of 2020. PepsiCo, which owns Cheetos, and Applebee’s developed the recipe for Cheetos wings together.

  • ALDI 

ALDIAs part of its continued mission to offer customers convenience in how and when they shop, ALDI will further expand its eCommerce offering throughout 2021. The company will add Curbside Grocery Pickup service to 500 additional stores by the end of the year, bringing the total number of curbside locations to more than 1,200. ALDI will also continue to offer grocery delivery via Instacart in almost all of its stores. Additionally, ALDI breaks ground on a new regional headquarters and distribution center in Loxley, Alabama, which will support the company’s expansion throughout the Gulf Coast region. The 564,000-square-foot facility is the company’s sixth distribution center in the southern U.S., and it will be equipped to service up to 100 stores in Alabama, Southern Georgia, Mississippi, the Florida Panhandle and Louisiana, which will be the 38th state where ALDI operates. The new Loxley distribution center will feature several sustainable building elements, such as solar panels, LED lighting and an environmentally friendly refrigeration system. The facility will also create an additional 200 jobs when it opens next year. With the distribution center in place, ALDI plans to open as many as 35 new Gulf Coast-area stores by the end of 2022, with the first two stores in Tallahassee, Florida slated to open later this year.

  • Lexus 

CanelaCanela TV  an  AVOD streaming services for U.S. Hispanics, has partnered with Lexus to release a series of feature films celebrating “Latinos in Hollywood” on its platform. The collaboration champions Hispanic talent, demonstrating Canela.TV & Lexus’ commitment to providing Hispanic audiences with high-quality, relevant entertainment for free. Canela.TV is the popular video platform from Canela Media, an industry-leading female and Latina-owned digital media company. The Movie Night series will run from 2/15 to 3/15.This news comes on the heels of Canela Media’s most recent announcement with the launch of Canela News, the first free, live streaming newscast for U.S. Latino cord cutters. The Spanish-language daily newscast will cover topics most relevant to US Latinos, including breaking news, sports, immigration, and more.

  • Lowe’s

Hogar LoweDiscovery U.S. Hispanic and Lowe’s announced their partnership to create exclusive food- and home improvement-focused content for Hispanic audiences, primarily through Hogar de HGTV, for Spanish-language audiences. As the exclusive home improvement partner, Lowe’s will have exclusivity in the home improvement category across Discovery U.S. Hispanic’s entire portfolio, which includes Discovery en Español and Discovery Familia, as well as the networks’ respective digital properties and GO Apps. Facilitated by Starcom USA, the partnership across the companies’ ad sales, digital, content, commerce, marketing and talent functions will feature multi-platform content development and a research program designed with Horowitz Research to better understand the behaviors, preferences and needs of Hispanic DIYers and Pros. Lowe’s will be exclusively integrated into select Discovery U.S. Hispanic original productions throughout 2021. Key original titles include Hogar Stars; Diseñador En Casa and Fix My Fail. Lowe’s will also be incorporated into the upcoming Hogar de HGTV digital-first series, including Living Green, and Our Family (Nuestra Familia).  Full descriptions of original linear and digital series are available here. Digital elements of the partnership will include the launch of a jointly created website where Hispanic renovation enthusiasts can find information and inspiration to bring their visions to life. Discovery U.S. Hispanic will also provide custom DIY and home-related videos to be used on Lowe’s social media platforms.Lowe’s and Discovery will explore ways to bring the Hogar de HGTV brand to life through merchandising and Point-of-Purchase curated displays. Additional partnership details, including programming and schedules will be released at a later date.

  • BMW 

BMWBMW of North America returns as the Official Automotive Partner of New York Fashion Week: The Shows for the FW ‘21 season. In this latest chapter of their partnership, BMW and IMG joined in support of New York Fashion Week (NYFW) to celebrate fashion, culture, design and economic development. The highlight of this year’s activation was a custom content series with luxury womenswear fashion designer – and New York City’s own – LaQuan Smith. The content showcased the intersection of the fashion and automotive industries, as well as highlighted how Smith and his team have continued to innovate, inspire and persevere throughout the past year. BMW of North America’s role as Official Automotive Partner of New York Fashion Week underscores the brand’s decades-long commitment to the arts and culture, a cornerstone of its efforts to engage diverse audiences in new and innovative ways. The custom content series, which debuted on February 13, 2021, serves as a notable kickoff to BMW of North America’s partnership. 

  • Hormel Foods  

Hormel FoodsHormel Foods Corporation, a global branded food company, announced that it has entered into a definitive agreement to acquire the Planters®  snack nut portfolio from the Kraft Heinz Company. The proposed transaction is expected to close in calendar Q2 2021, subject to regulatory review and approval. The acquisition includes the Planters®, NUT-rition®, Planters® Cheez Balls and Corn Nuts® brands. Hormel Foods will acquire the business for US$3.35 billion in cash in a transaction that provides a tax benefit valued at approximately US$560 million, equating to an effective purchase price of US$2.79 billion. The Planters® snack nut portfolio net sales were approximately US$1 billion in calendar year 2020 and are expected to grow at the company’s long-term organic growth target. Operating margins are expected to be accretive to the Grocery Products business in 2022 and enhance margins and cash flows for the total company. Hormel Foods expects to attain synergies of approximately $50-60 million to be realized by 2024. The acquisition includes three dedicated production facilities located in California, Arkansas and Virginia.Citi and Credit Suisse are acting as financial advisors to Hormel Foods and Faegre Drinker Biddle & Reath is serving as legal counsel.

 

Marketing ConferencesAt this exclusive virtual event on March 24, 2021, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • Toyota 

ToyotaAs NASCAR  kicked off one of the biggest days of the season with the running of the 63rd Daytona 500, Toyota took a moment to encourage the youth of America to find their dream and pursue it. Toyota Racing unveiled a short film entitled, ‘The Dream.’ It tells a story of a young, African-American girl looking to achieve her dream of becoming a race car driver. She battles back from adversity and overcomes challenges along the way. With inspiration from the historic victory by 19-year old Gracie Trotter, who became the first female driver to win an ARCA-sanctioned race in September, and the return of Bubba Wallace to the Toyota family, our star realizes that her dream is within reach.The complete short film was produced in collaboration with whatnot Films out of Charlotte, N.C. and will reside on the Toyota Racing social channels of Twitter and Facebook along with YouTube. A special 60-second condensed version was featured on Fox during the Daytona 500 broadcast.

  • Teasdale Latin Foods / Resnick Distributors

Teasdale resnickBHI, a full-service commercial bank, announced that its Food & Beverage Group has arranged a total of US$61.6 million in two new financing transactions for clients Teasdale Latin Foods and Resnick Distributors. For Teasdale Latin Foods, BHI provided a revolving line of credit to refinance existing debt and support the working capital needs of the company. With roots dating to 1942, Texas-based Teasdale is a private equity-owned food company focused on the Hispanic food category. The company has a portfolio of seven brands and works with major name brand food companies via private label and co-manufacturing relationships. This financing marks the second BHI transaction for a portfolio company of Snow Phipps Group, LLC, the private equity sponsor. For Resnick Distributors, based in New Brunswick, New Jersey, BHI provided financing for working capital, capital expenditures, and real estate. Founded in 1945 and now in its third generation, Resnick ranks in the top 25 largest convenience store distributors in the country. BHI is a registered service mark of Bank Hapoalim B.M., Israel’s leading financial institution. BHI’s U.S. division provides commercial lending solutions to middle market clients in sectors including commercial real estate, C&I, food and beverage, entertainment, apparel, healthcare and high-tech. In addition to its New York Branch, the bank has U.S. Representative Offices in Woodcliff Lake, New Jersey; Miami, Florida; and Los Angeles, California.

 

Portada Live

At this exclusive virtual event on March 24, 2021, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

 

  • Aesop

Aesop, TurboTax, United Airlines, Fiesta Insurance, Lexus….. and more brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Aesop

AesopGlobal skin, hair and body care brand Aesop has appointed Havas’ dedicated customer experience network Havas CX as its global customer engagement agency following a competitive pitch overseen by The Observatory International.The group has been tasked with developing a new global “replenishment and recognition” programm  for customers and will be supported strategically and operationally in key markets by Havas CX Helia in the UK and BETC Fullsix in France, which pitched together, along with Havas CX in Asia.
Aesop was founded in 1987 in Melbourne, Australia, and now markets over 80 branded products, including skincare, haircare, soaps, fragrances and homewares. In 2012, the company sold a majority stake to Natura & Co, the Brazilian global group behind Natura, The Body Shop and Avon. Natura took total ownership in December 2016.
The agency will work alongside Aesop’s in-house CRM team, which has invested heavily in customer marketing technology over the past 12 months. Tapping into data to advance the cross-channel customer experience, the strategy will focus on innovation, differentiation and digital acceleration and aim to inspire more customers to become brand ambassadors.

  • Intuit

TurboTaxTurboTax, from Intuit Inc., the leader in online tax preparation, announced the launch of its Latino-focused integrated marketing efforts. The year 2020 was an unpredictable and challenging year that forced many Latinos to make tough financial decisions. TurboTax has formed strategic media and community partnerships to promote access to key educational content and provide relief to those most in need. “TurboTax is committed to serving the Latino community by listening to their needs,” said Alejandra Molinari, Lead of TurboTax Latino Communications and one of the many brand marketers participating at our Portada Live, March 24th, 2020 event. TurboTax developed in-language tools to serve as a resource to the Latino community and support them throughout these unprecedented times; these include the Unemployment Center, a Self-Employed Coronavirus Relief Center, and the Coronavirus and Stimulus Center. TurboTax also offers TurboTax Live, so the Latino community can get answers to their tax questions as they go and a review of their return before they file. Additionally, NEW this tax season is the TurboTax Live Full Service offering which enables taxpayers to connect to a dedicated bilingual tax expert, who will prepare and file their tax return from start to finish, all from the comfort of their own home.Latino taxpayers with simple tax returns can take advantage of the TurboTax Live Basic limited time offer and have a bilingual tax expert review their return for free so they can be 100% confident their taxes are done right.Furthermore, TurboTax Latino integrated marketing program will include the following key extensions: #LeadingConEducación,  #ViveFullService” and #SmartDinero Partnership with WeAllGrow Latina Network.These efforts are being executed in partnership with Hispanic public relations agency Havas FORMULATIN. The agency’s work also includes both paid and earned media tactics as well as social media engagement throughout tax season.

  • United Airlines 

UnitedUnited Airlines has kicked off a global review of its creative business. Dentsumcgarrybowen, formerly Mcgarrybowen, has been the incumbent since winning the account in 2011. The agency has been invited to participate. Carat continues to hold media responsibilities for United Airlines. The airline declined to name other agencies invited to take part. The move comes as the airline suffers from massive dips in travel due to Covid-19. In the fourth quarter of 2020, United Airlines posted a US$1.9 billion net loss. United is looking to refresh its brand and creative platform in the wake of “the most sustained, seismic disruption in the history of commercial aviation,” a United Airlines spokesperson said in a statement.

  • Fiesta Insurance

FiestaFiesta Insurance, a leading retail franchisor of insurance and tax services, continued its expansion in distributing insurance and services in an innovative and collaborative approach to the Hispanic community, with the acquisition of La Familia Agency, LLC (LFAI). With this transaction, Fiesta Insurance expands its footprint in the state of Texas, and within corporately owned storefront locations.  LFAI, based in Dallas, is a profitable and growing independent insurance agency chain distributing insurance and other services across 67 locations. LFAI will maintain the La Familia Auto Insurance name and company-owned storefront business model. LFAI is a leading provider of insurance products at the right price for the Hispanic community in Texas.   

Portada Live

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

 

  • Lexus 

LexusLexus has officially unveiled the Monogram retail experience, providing guests flexibility in how they buy their next Lexus. Working hand-in-hand with dealerships across the United States to integrate the online and in-store retail experience, Lexus is piloting a retail program providing guests more control over how they purchase their vehicle, increased transparency into current inventory and real-time pricing, and flexibility to shop when and how they want. Developed in partnership with Toyota Motor North America (TMNA) and Lexus Financial Services (LFS) in response to shifting consumer purchase preferences, Monogram offers a flexible shopping experience befitting the Lexus brand. Lexus’ Monogram technology puts the car buying process in the hands of the guest, providing an integrated user experience across Lexus.com, the dealership website and the physical dealership store. For Lexus dealerships, the new technology integrates with current inventory, the customer relationship management system (CRM) and directly with financing through LFS, allowing sales associates the opportunity to better understand customers wants and needs, while accessing time-saving tools, enhanced analytics and advanced lead handling that allows the dealer to pick up right where the guest left off online.

  • La Tortilla Factory 

La Tortilla FactoryLa Tortilla Factory, Inc.  (LTF) announced that Flagship Food Group, LLC (Flagship) has agreed to make an investment into the company to support its future growth strategy.  Flagship will become the majority stakeholder in the company while the third generation Tamayo family members continue to remain valued partners.Majority owned by CREO Capital Partners, Flagship is a diversified food company that sells a wide range of food products and services under the 505 Southwestern, Lilly B’s, TJ Farm’s and other brands.  Most of Flagship’s brands are rapidly expanding, having experienced double-digit growth in recent years.The Tamayo family started La Tortilla Factory in 1977 to serve local Northern California restaurants and retailers.  Today, the Company is the largest nationally-distributed tortilla brand whose product portfolio is focused on true better-for-you, organic, and low carb categories.The new partnership will build on the outstanding reputation that La Tortilla Factory has cultivated within the food industry and community since 1977.  Its 300 employees will remain in place and focused on the company’s vision to be the innovative brand leader in premium Mexican food.  The transaction closed on January 27, 2021.  Terms of the transaction are confidential.Cascadia Capital represented and advised La Tortilla Factory on this transaction.

  • Stella Watch Company

Stella Watch CompanyStella Watch Company has appointed Generator Media + Analytics its media AOR. GM+A was already working for the brand as the agency completed a number of projects for the New York-based startup in 2020 and  was tasked with supporting the client’s 2020 Holiday season ecommerce initiatives.

 

 

 

Portada Live

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

 

 

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

  • Mars 

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

  • The Home Depot 

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

 

 

  • Cutwater Spirits 

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

Portada Live

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

  • Bimbo Bakeries USA

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

  • Cacique® 

 

cacique

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

  • Greenwood 

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

  • Walmart 

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

  • Target and Levi Strauss & Co.

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

  • Sigo

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

 

 

What form will the advertising mix take once COVID-19 is over? How and where should brands advertise to boost E-Commerce? Should they trust Live Sports to come back in a major way?  How can brand marketers best approach Data Privacy Regulations, First Party Data and Personalization?…. Advertisers have many questions as they go into 2021 and beyond. Check out the answers provided by brand executives in the Portada network and our editorial team. A Q&A reflecting the Advertising and Marketing Zeitgeist.

Brand Marketer Question

MY FIRST QUESTION is WTF I can’t plan much in this environment. When will COVID-19 finally be over?
ANSWER: Don’t expect live to resemble anything close to what we had in 2019 until the second half of 2021.
Good to know: Customers are the lifeblood of business and advertising is the main tool to attract new customers and an important way to retain them. In 2020 business conditions changed dramatically due to COVID-19. This substantially impacted advertising with an expected decrease of U.S. advertising revenue of 17% for 2020 (excluding political advertising, Magna Global);a miserable advertising year.

Brand Marketer Question

OK, but EVEN WHEN COVID IS OVER, how will the new normal impact my advertising and marketing?
ANSWER: Whether you are a company that is not directly facing the consumer or a Direct to Consumer firm, E-Commerce marketing and advertising will be much more important for you compared to pre-Covid-19 levels.(e.g. check out how automotive marketer Cadillac has worked proactively to adapt its advertising and marketing.)
Good to know: COVID has brought enormous changes in the way consumers inform themselves and buy products and has accelerated digital transformation and e-commerce. In January 2020, eMarketer forecast total U.S. ecommerce sales would reach US $674.88 billion in 2020, but a revised estimate puts that figure at US $794.50 billion or 17.7% more than expected! E-commerce skyrocketed from 12% to 16% of retail sales in only one year. Note that there is still a lot of room for e-commerce growth!

On the Relentless Ascent of E-Commerce Focused Advertising

Brand Marketer Question

I can see that it makes sense to put more money to work to grow E-COMMERCE, BUT WHERE EXACTLY SHOULD I DO THIS? Should I invest in advertising to attract  buyers to my own website, to a third party marketplace or to direct them to social selling?
ANSWER: Most brand marketers in the Portada knowledge-sharing network see sales channels as complementary and not competing. “The key is to be omnichannel in order to be where customers need us to be,” one brand marketer says.  Another thing to take into account in your advertising is that third party marketplaces (e.g. Amazon, but also Target or Walmart) are impacting brand messaging. It is crucial for brands to be in control of messaging. As social media becomes even more connected with e-commerce, Influencer marketing  is becoming more sales driven.  (According to Statista, global Instagram influencer marketing amounted to US $ $8,08 billion in 2020.)
Good to know: Amazon (37% sales growth in the third quarter of 2020 (Q3), vs Q3 2019) and other online retailers including Best Buy (23% Q3 2020 vs. Q3 2019 ) and Target (21.3% growth) have gained an enormous power as third party marketplaces who provide data and marketing services to brands. So have delivery and pick-up services like Instacart (grocery), Grubhub (restaurants)  and others. All these intermediaries offer marketers opportunities to advertise their products on their apps and websites. In addition, social media properties are playing a crucial role in sending shoppers to company websites and also offer direct sales integrations (e.g. Instagram has just debuted shopping capabilities within its recently launched Reels feature).
Magna estimates that driven by ecommerce and advertisers looking for “lower funnel” attribution, U.S. digital media revenue grew by 10% in 2020, reaching US $140 billion.

2021 Advertising Question

WHAT ABOUT  THE TOP OF THE FUNNEL. Is there no place for branding and awareness anymore?

ANSWER: “While digital media and e-commerce have changed and shortened the customer’s path to purchase, brand awareness continues to be the basis for consideration and purchase. Broadcast TV and other traditional media forms, including Out of Home Advertising, continue to have major reach and appeal for advertisers. 

Good to know:  Magna forecasts that in 2021, with a COVID vaccine and the postponed Olympics, global advertising will rebound. The agency forecasts the global ad spend to increase by 7.6% to US $612 billion. Linear media, which is mostly awareness-top of the funnel oriented, will grow by 3.5%. 

Where is Experiential Marketing Going?

Advertising in 2021
Michael Goldstein, Mastercard

2021 Advertising

Corporate America used to utilize in-person Live Sports events to obtain high reach and engagement. Will that again be the case once COVID is over or will VIRTUAL EVENTS, INCLUDING E-SPORTS, STILL PLAY A MAJOR ROLE?
ANSWER: “You will definitely see more of a mix as the world returns to normal of virtual vs. in-person events relative to how things worked prior to Covid,” Michael Goldstein, VP and Head of sponsorships North America at Mastercard recently told Portada.

Good to know: The pandemic produced a huge drop in live sports ratings (e.g. a decline of 49% in NBA finals and 61% in NHL finals) as the absence or scarcity of fans in the stands may have dulled the excitement around watching events. Approximately US $ 1 billion in advertising expenditures were lost.

Advertising: How can Ad-Tech and MarTech Help?

2021 Advertising Question

DATA PRIVACY REGULATIONS are making it more difficult to target consumers. How can I solve this in 2021 and beyond? 
ANSWER: Contextual targeting  technology provides a data privacy-friendly alternative to behavioral targeting, It can help a brand understand what a consumer might like without needing personally identifiable information. Contextual targeting uses linguistic elements and the advertisements themselves are selected and served by automated systems based on the context of what a user is looking at (e.g. check out Tecate’s new campaign). Contextual targeting can also be useful for performance marketing efforts.
Good to know:  Data privacy regulations and third party cookie phase-outs have digital advertisers scrambling for solutions to maintain campaign efficiency and scale without the regulation compromising behavioral targeting technology.

Brand Marketer Question

Nice to know…but I think my company should also obtain FIRST PARTY DATA as a major way to get customer insights. Don’t you think so?
ANSWER:  Brands can gain a lot by unifying first-party data sources into a single customer view in a Customer Data Platform, CDP, although the platforms may not necessarily do everything a marketer expects them to do.
Good to know:  Marketers will need to shift from reliance on third-party data for audience targeting and campaign measurement to a new model  improving the way they collect, manage, and activate their first-party data. Ogilvy head of experience technology, Jason Davey, sees digital marketing strategies shifting to prioritize first-party data as the looming cookie crisis gets real.  Due to technological advances, multi-channel data collection, attribution, curation, enrichment and decisioning has become more accessible and affordable.

Question

How does this all connect with my increased need to PERSONALIZE CUSTOMER COMMUNICATIONS?

ANSWER:The appropiate use of CDPs will continue to drive the hyper-personalisation trend, with more interest in Artificial Intelligence including predictive data analysis.

Good to know: Recent Salesforce research found customers increasingly anticipate personalized interactions at every stage of their buyer’s journey, from brand awareness through purchase and potentially on to retention and brand advocacy.

 

Question

Sounds interesting. Another question I have is if I should invest more in CONNECTED TV (CTV). While the audience watching CTV is huge why are CTV advertising investment volumes so small?
Darcy Bowe
Darcy Bowe, SVP, Media Director, Starcom USA

ANSWER: CTV is clearly on the rise, as are other forms of video advertising, yet more sophisticated CTV measurement options “are key – and that will allow us to measure viewership and frequency across screens more easily,” Darcy Bowe, SVP, Media Director at Starcom USA tells Portada.

Good to know: CTV household penetration lies at 80% and Pay-TV’s at 62%, yet CTV  advertising is expected in 2021 to amount to only 15% of total US TV ad spending.

 

How can Segment and Purpose Driven Advertising Really Work?

Question

How should I approach marketing toward ETHNIC POPULATION GROUPS in 2021 and beyond? 
Larissa Acosta
Larissa Acosta, Wells Fargo.

ANSWER: “The change that I would like to see for 2021 and beyond is to move away from total market strategies that try to find places of commonalities and a move towards diverse segment lead strategies, that are intentional and focused on the most authentic and relevant messages to build brand affinity and product usage with diverse segments as the designed target”, says Larissa Acosta, Integrated Marketing Consumer + Diverse Segments Team Leader at Wells Fargo.

Good to know: Over the last decade Corporate Americas has used the Total Market approach (TMA). This approach integrates diverse segment considerations and mostly leads to a full cross-cultural approach and campaigns. Critics note that the TMA is not effective for multicultural marketing and that the real reason companies use TMA is that they realize savings in their advertising expense and marketing organizations.

 

Brand Marketer Question

OK. I do want to TARGET THE HISPANIC POPULATION specifically and support media properties that cater to those communities. How can I advertise toward the Hispanic segment in a cost effective way. I mean Facebook and other platforms tend to be cheaper and have a lot of reach?
Advertising in 2021
Alexis Kerr, Cadillac

ANSWER: We have found creative ways to nurture our multicultural media partners to ensure they serve us in various different ways vs just ROI. Media partnerships like Hispanicize and Revolt are great examples of how partners have been able to work with us to meet those goals. We have increased our spend to support diverse communities and partnerships.”, says Alexis Kerr, Head of Multicultural Marketing | Strategy, Content and Execution, at Cadillac.

Good to Know: Brands are often asked to invest in media properties that serve diverse communities. Yet, these media properties may not have enough reach to justify a media spend on ROI terms. (It also has to be said that while the cost of advertising in social media is lower, it not always guarantees brand safety.)

Brand Marketer Question

RACISM AND INEQUITY are major factors behind civic unrest. How should I be mindful of this in my brand’s advertising? 
ANSWER: It is counterproductive for a company to advertise if it does not commit to social and economic change by incorporating diversity, racial justice and social equity mandates and their execution. This should include executive leadership and personnel selection, an ecologically sound production process as well as diversity in vendors.
Good to know: Covid-19 exposed a historic cycle of systematic racism and oppression as civil unrest hit many U.S. cities in 2020. More than 35% of young consumers (aged 19-26) have stopped shopping from a brand who has not spoken out against racism (Oberland Survey, August 2020).

 

 

Perfetti-Van Mele,  Tecate, Airbnb, Noodles & Co, Sanofi, Post Cereal, Nike, Chico’s, Walmart, Clorox and more brands targeting the U.S. consumer right now. 

  • Tecate

  • Tecate
    Tecate logo (PRNewsFoto/HEINEKEN USA Inc.)

    London, UK, headquartered Mirriad Advertising, a global technology company and developer of native in-video advertising, is supporting Heineken beer brand Tecate in an advertising campaign launched on New Year’s eve. Tecate is using a video  in Spanish-language with the music theme “Pa’ Que No Te Anden Contando,’ by the artist Giovanny Ayala, Mediapost reports. In the song Ayala sings about a former girlfriend who he says is not important to him anymore and asks her to leave him alone. Mirriad Advertising, who manages an AI-powered technology to analyze content  (e.g. context and emotions) to identifiy the most relevant context for brands , inserted Tecate banners in the video. The campaign aims to connect the brand with Mexican Americans between the age of 21 and 35 on YouTube, Apple Music, Amazon, FB, TikTok Instagram and other platforms in the U.S. and Mexico. In February of 2020 Tecate introduced a new brand positioning and modernized visual identity in order to grow cultural relevance with consumers with the launch of the “Mexico is in US” campaign for the Tecate’s USA portfolio, which includes the brand’s signature Tecate Original and Tecate Light products, as well as Tecate Titanium and Tecate Michelada. The campaign honed in on soccer and music and also marked the point of departure with boxing. Prior to 2020, Tecate was a major sponsor of boxing events in the U.S.

  • Perfetti van Mele

    Perfetti-Van MelleWavemaker announced that it has been named Media Agency of Record (AOR) by Perfetti Van Melle USA, one of the world’s largest manufacturers and distributors of confectionary and gum, including global and regional brands such as Mentos, Airheads, Chupa Chups, and newly launched Fruit-tella. The appointment is effective immediately. The confectioner sought to consolidate its global agency roster and integrate its business, and selected Wavemaker following a review for its strong track record of innovation and proven expertise driving growth for consumer-packaged goods (CPG) brands. “A key differentiator for Wavemaker was its ability to fuse global and local expertise across multiple disciplines, from media and data sciences to ecommerce and shopper media,” said Rachel Chambers, Vice President, Marketing, Perfetti Van Melle USA. “We’re thrilled to partner with Perfetti Van Melle to connect with consumers in ways that are both playful and sales predictive,” said Amanda Richman, CEO, Wavemaker, US. The appointment expands Wavemaker’s global relationship with the candy-maker, which now spans the US, China, Netherlands, India, UK, MENA, Belgium, Turkey and Indonesia.

  • Ford

    FordPulling time originally intended to promote its new F-150 pickup, Ford Motor Co. launched a nationwide ad campaign on New Year’s Day asking Americans to “Finish Strong” in the battle against Covid-19 by wearing masks and taking other scientifically recognized steps to reduce the spread of the disease.  Produced by Peter Berg, the Hollywood director known for films such as “Patriots Day,” and narrated by “Breaking Bad” actor Bryan Cranston, the 30-second spot will air during the first three days of 2021 during college bowl and NFL games, while being backed up with an expansive social media campaign. Approximately half of the media buy originally intended for the launch of the new F-150 pick up was still by Ford toward that purpose.  Five multi-channel 2021 Ford F-150 advertising spots aired on January 1  during college football playoff games. The creative used was developed by Wieden + Kennedy.

  • Airbnb

Droga5 has been named lead creative agency by Airbnb.  Wieden+Kennedy had previously worked with the brand, which invested US $36 million in U.S measured media in 2019, per COMvergence estimates. Advertising expenditures  are expected to increase as the global economy recovers from COVID-19 in 2021 and 2022. Droga5, now owned by Accenture, has picked up the ad account, reportedly without a pitch.

Portada LiveJOIN US AT PORTADA LIVE March 24, 2021

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

  • Noodles & Co.

NoodlesFast casual restaurant chain Noodles & Company announced Fortnight Collective as its agency of record through 2021. Fortnight Collective, a Boulder, CO based international creative agency specializes in an immersive, collaborative and speed based, go-to-market process. The agency is leading in its class for providing the right talent around the table at the right time to accelerate brand momentum via rapid marketing prototyping. Noodles brought on Fortnight Collective amid the pandemic, seeking an agile creative agency to adapt to shifting consumer needs and deliver advertising that generates awareness, builds brand loyalty, and evokes a positive emotional connection from current and future consumers. “Following the commencement of the first project in March 2020, the two have partnered to develop a series of creative and compelling marketing campaigns and have plans to carry over into the new year. “Having previously worked with Fortnight Collective, I immediately knew when COVID hit that their team would bring the right mix of agility and top creative talent to help us achieve strong results during this unprecedented environment,” said Stacey Pool, chief marketing officer at Noodles & Company.

 

  • Sanofi

SanofiFrench pharma company Sanofi selected Omnicom Media Group as its new media agency of record for markets outside the U.S. In the U.S. the company retained Havas Media as its media AOR. Sanofi’s annual global ad spend is estimated at about $1 billion, with a little more than half earmarked for the U.S.

 

  • Post Cereal

Post CerealBarkley has been named agency of record for four Post Cereal brands: Honey Bunches of Oats, Great Grains, Honeycomb and the PEBBLES family of cereals (Fruity, Cocoa, and Marshmallow Fruity PEBBLES). With the partnership set to kick off in January 2021, the agency is tasked with heading up strategy and creative and will be partnering with brand teams to provide breakthrough relevant, whole brand thinking for the Post Cereal brands. The Post portfolio of brands spans a wide array of consumers, and the company is looking to increase household penetration and re-energize the breakfast cereal category with these iconic brands. PEBBLES, which is celebrating its 50th birthday in 2021 and today is the top kids cereal brand, has been one of the fastest-growing cereal brands for five consecutive years. “We look forward to building on our strong foundation by leveraging Barkley’s deep understanding of the CPG category and demonstrated ability to to reach consumers with vastly different tastes and preferences,” said TD Dixon, chief growth officer at Post Consumer Brands. “Barkley’s modern consumer expertise and vision made them a clear stand out during the review process.” For Barkley, the Post Cereal win follows nine account wins in the past 12 months, including Motel 6, Delta Faucets, San Jose State University, SummaCare, Copper Mountain Resorts and Security Benefit.
  • Nike

Nike

Nike is upping its virtual-reality game, adding 3D holographic content to some of its ecommerce offerings. And while a long list of retailers, including Levi’s, Gap, Macy’s, Wayfair and Ikea, have been trying to turn tech like virtual reality, augmented reality and 3D into viable selling tools for years, the pandemic may be pushing consumers to new levels of open-mindedness regarding such tools. Nike is working with Omnivor, a Seattle-based tech company, creating the Nike Virtual View at both Finish Line and JD Sport. The technology lets shoppers pick a hologram that matches their size and body type.

  • Chico’s

ChicosWomen’s clothing and accessories retailer Chico’s FAS seeked improvement in its sales trends during the holiday season by offering same-day delivery from its Chico’s, White House Black Market and Soma boutiques across the U.S. through a partnership with Roadie. The retailer said the same-day service is available in 97 percent of its 1,310 boutiques in the U.S. Through the Roadie delivery platform, Chico’s said orders made online will be delivered within four hours from the time the products are available at curbside or by BOPIS (buy online, pick up in store). Customers are charged a flat rate of $17.99.“Chico’s FAS moved swiftly to provide same-day delivery as an additional shipping option for customers, even when holiday shipping deadlines have passed,” said Molly Langenstein, president and chief executive officer of Chico’s FAS. Major retailers including Amazon, Target, Best Buy, CVS and Walmart have been offering same-day delivery for some time.

  • Walmart

WalmartWalmart conducted an hour-long Holiday Shop-Along Spectacular, its first ever shoppable live stream event,  on the video-sharing social networking app Tik Tok. Shoppers were able to snap up merchandise from brands like Champion, Jordache and Kendall + Kylie, as well as private labels Free Assembly, Scoop and Sofia Jeans. According to the Bentonville, Ark.-based company, 10 TikTok influencers from around the world — including Michael Le, or @justmaiko, who has 43.1 million followers on the platform — donned clothing, footwear and accessories from the retailer’s fashion portfolio. During the event, pins for those products  popped up, and viewers were able to tap on them to add the items to their cart. They were then directed to mobile checkout or have the option to look through their selections at the end of the event.

  • Clorox-Unilever and Facebook

    With sales soaring during the pandemic and commitment to maintain spending, Clorox has turned to TikTok, Google and long-term strategies to support new habits. Clorox also plans to slowly resume Facebook and Instagram advertising following a six-month hiatus that’s contingent on the platforms’ continued work controlling harmful content, says Chief Marketing Officer Stacey Grier. Most of Unilever’s brands also will restart their Facebook and Twitter advertising, based on the same contingencies. Facebook has already seen a partial exodus of large companies this year. The #StopHateforProfit boycott that began in July and attracted big-name brands like Clorox, Verizon, and Coca-Cola put a dent in Facebook’s revenue growth in the third quarter. It also delivered a noticeable lift for rivals like Pinterest  and Snap.

 

 

 

 

 

 

 

 

Performance marketing has become even more crucial in Latin America due to the rapid acceleration of e-commerce since the pandemic started. We talked to Juan Pablo Suarez, Head of Performance LatAm at Teads to better understand attribution modelling, the use of first party data, pricing and the ascent of third party marketplaces,

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Juan Pablo Suarez is an experienced performance marketer. He is now leading Teads‘ Latin American performance marketing efforts. Suarez previously had senior roles at Kontent Room and Criteo,
Asked about how brand marketers should measure ROI on advertising spending, Suarez answers that “they should always talk about ROAS (Return on Ad Spend) or COS (Cost of selling) when looking at the return of advertising campaigns. The way it should be done is using a multitouch attribution model, so each media provider used can be measured according to its contribution.”

By using a multitouch attribution model each media provider can be measured according to its contribution

Performance Marketing: Setting the Price

Suarez notes that in order to set an appropriate price per consumer action (e.g. click, conversion etc), he asks his clients to  to set a conversion benchmark depending on the product category, vertical and type of conversion. “For example it’s harder to convert a lead than to achieve the sale of a retail product, such as electronics.” He adds that the media inventory is bought  on a dynamic CPM and CPC basis. The trick is to find the lowest possible CPM in order to reach the client’s KPI.

The trick is to find the lowest possible CPM in order to reach the client’s KPI.

According to Suarez, “in order to optimize toward conversions, he finds it best to impact users that have not

Juan Pablo Suarez, Head of Performance LatAm, Teads

interacted with the brand yet and have not made a specific action within their site. “This is why Teads’ AI was built to find new users, to ensure we’re adding value to our clients by driving new qualified traffic.”
Suarez says that he can offer first party data to his clients, taking into account all legal regulations in order to avoid any misuse. However, “if we keep targeting the same users that are already familiar with the brand, there would be no increase in traffic, actions and potentialsales, since the users impacted remain the same.”

Third Party Marketplaces and Performance Based Marketing

Third Party marketplaces including Mercado Libre, Amazon and Rakuten are becoming very important for brand marketers in Latin America. Many regional and local retailers, including multi-vertical app companies Rappi and Grupo Exito have launched or are about to launch their media sales operations. Performance based marketing needs to take this fact into account. Suarez notes that
“Teads is currently working with major marketplaces in some countries in LATAM. In addition to this, since supermarkets and top retailers have seen an increase in ecommerce demand, we are leveraging our relationship with them implementing Teads’ technology in order to provide additional insights to clients beyond standard campaign information. We have put this into practice with Cencosud in Colombia and Falabella in Peru and Argentina.”

We are leveraging our relationship with retailers including Cencosud and Falabella to provide additional insights to clients.

The Ascent of Social Selling

Social selling, direct selling over social media properties like Instagram has become very important, particularly in social media over-indexing Latin America.  E-commerce marketing initiatives may be well advised to take this into account and be based on performance based marketing.   Suarez emphasizes that “the power of social media is based on the P2P recommendation and the massive penetration it has in the region.”
“Certain markets, such as Colombia, have seen the usage of Whatsapp as a great tool for social selling. Social Media is definitely a potential channel, but brands still need to be cautious because of all the heat social receives due to fake news, lesser attention for ads, and unsafe environments,” Suarez concludes.

 

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

  • HHS

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

  • SteinMart

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

Portada LiveJOIN US AT PORTADA LIVE March 24, 2021

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

 

  • CVS

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

  • Sephora-Kohl’s

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

  • Pepsi

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

  • Motel 6

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

  • Visa

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

  • Under Armour

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

  • Illinois Department of Human Services

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

 

JD Peet’s, Casai, Mastercard, Forever 21, Mondelez, Heineken and more brands targeting the Latin American consumers right now.

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  • JD Peet’s

JD Peet’sJD Peet’s announced the acceleration of its digital advertising and marketing programs through the appointment of Havas as its global media agency outside North America. The expansion of a long standing relationship between JDE and Havas will see the Vivendi-owned Havas Media Group (HMG) network become responsible for all media across 54 markets both online (digital) and offline for coffee and tea brands including Jacobs, L’OR, Senseo, Tassimo, Ti Ora, and Douwe Egberts. The new partnership will be fully operational by January 2021 and follows a competitive review conducted by JDE Peet’s over the last 6 months.
JD Peet’s is the world’s largest pure-play coffee and tea group by revenue, serving approximately 130 billion cups of coffee and tea in the financial year ended 31 December 2019in more than 100 developed and emerging countries.

  • Casai

CasaiMexico-based hospitality startup Casai has landed US $48 million for its Series A round.Casai  draws its name from “Casa Intelligente,” or “smart home”. The idea behind Casai is that travelers get luxury amenities, locally sourced designs for apartments, and high-tech features throughout the unit, such as keyless check in and smart home devices. Casai doesn’t own the units, but makes arrangements with landlords (often revenue-sharing models), and the units are exclusive to Casai. Casai has nearly 200 units in Mexico City, and is exploring expanding into other areas of Mexico and into Brazil. The new funding will be used to invest in research and development for the company’s smart home technology and to expand the team. The Series A includes $23 million in equity funding and up to $25 million in debt financing from Triple Point Capital. Andreesen Horowitz led the round.

  • Mastercard

Mastercard launched a regional campaign on the occasion of the reopening of Latin America and the Caribbean after its Covid-19 confinement. “Lo Esencial”, the name of the campaign,  is based on three pillars: security in online and contactless purchases, support for local communities and businesses, and strengthening the company’s network of alliances to create solutions addressing the  new normal. According to a survey carried out by Mastercard in 13 Latin American countries,  Latin Americans now feel a greater appreciation for their families; in addition to a greater interest in health (47%), in investing time in oneself (41%), in mental health (32%) and in spending time with friends (26%). Roberto Ramírez Laverde, Senior Vice President of Marketing and Communication of Mastercard Latin America and the Caribbean, tells Portada that the campaign is running until the end of the year and will likely also run in the first quarter of 2021. The campaign is using media vehicles including Pay TV, put of home, social, online video and display. The campaign has been created in Latin American headquarters in Miami with input of all Latin American local teams. Mastercard’s creative agency McCann and media buying agency Carat also provided support. (Read our full INTERVIEW with Ramírez in Spanish: “Roberto Ramírez explica 4 elementos clave de la innovación digital en Mastercard.”)

  • Forever 21

Authentic Brands Group (ABG), a global brand development, marketing, and entertainment company, and AR Holdings, a Latin American-based brand and retail operator,  announced a partnership to grow Forever 21 across the territory. AR Holdings will drive Forever 21 across all channels in the region including its ecommerce, wholesale, and 26 retail locations in Chile, Colombia, Costa Rica, Dominican Republic, Ecuador, El Salvador, Guatemala, Panama, and Peru. “Over the last eight years, Forever 21 has established a strong foothold in Latin America and we are excited to launch the next phase of its growth in the region,” said Jarrod Weber, Group President Lifestyle, Chief Brand Officer of ABG, owner of the Forever 21 brand. “AR Holdings is an experienced leader in the Latin American retail market with vast expertise in the fashion, home, and restaurant industries. We look forward to kicking off this long-term partnership.” “Our partnership with ABG for Forever 21 in nine countries across Latin America is a major accomplishment for AR Holdings and clearly reflects our determination to continue growing our business throughout the region,” said John Keith, President AR Holdings.  ABG and SPARC Group,a  global enterprise that designs, sources, manufactures, distributes, and markets apparel and accessories, acquired Forever 21 earlier this year with the initial strategy of positioning the retailer for sustainable growth. Through this strategic partnership, AR Holdings will continue to offer Forever 21’s global assortment of on-trend merchandise for women, men, and kids at a compelling value across LATAM and through a dedicated ecommerce platform, which will launch in 2021.

Portada Live AmericasJOIN US AT PORTADA LIVE Americas May 19, 2021

At this exclusive virtual event, Brand Decision Makers and Marketing Service Suppliers from all over the Americas will share and accelerate knowledge on topics including content marketing, e-commerce marketing and leveraging MarTech. To find out about virtual networking solutions at Portada Live

 

  • Pepsi

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

  • Mondelez

MondelezMondelez International has awarded its global content production and management account to MediaMonks and Publicis Groupe after a competitive pitch to consolidate the business. MediaMonks, part of Sir Martin Sorrell’s S4 Capital, will manage the confectionery and snack food group’s global tech infrastructure, global websites and content production for North America, Latin America, Asia, the Middle-East and Africa. The owner of brands such as Cadbury, Oreo, Philadelphia, Ritz and Trident is one of the world’s largest advertisers, spending US $1.21billion on advertising expense in 2019

  • Heineken

Dentsu Red Star, which currently holds the majority of Heineken global billings, will become the sole media agency, HeinekenHeineken is moving all media buying and planning services to dentsu as of 1 January 2021,  as Heineken evolves its media operating model. The move aims to maximize its global media investment to drive sustainable business growth. As a partner, dentsu will be implementing a future media model allowing Heineken to access more specialist capabilities and talent to accelerate the growth of its brands. Publicis Groupe will retain media duties in its home country of France. On the creative side, Heineken together with Publicis Groupe, will be creating Le Pub, a new creative agency model headquartered in Amsterdam. With a team across Amsterdam and Milan and powered by Epsilon and Publicis Sapient, the new model will integrate creativity, data and brand experience for Heineken.  According to the brand, the creation of Le Pub demonstrates that “innovation is at the heart of the Heineken brand’s marketing and communication strategies”. “Innovative in both structure and approach, the new model will deliver greater agility, localisation and personalisation at scale for Heineken,” the release added.

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GlobalWebIndex (GWI) published the findings of its extensive research into the global consumer trends that are shaping not just consumer behavior, but also their feelings, motivations, and attitudes now and for the year ahead.

The annual ‘Connecting the dots’ report, compiled from 700,000 interviews across 46 countries, explores how internet users are changing the way they act, think, and feel, in line with events around the world.

Livestreaming commerce is rising as the new medium for online shopping.

global trend 2021
Jason Mander, Chief Research Officer at GWI.

“2020 has spanned a pandemic, global lockdowns, the Black Lives Matter movement, extraordinary wildfires in Australia and the Americas, the rise of TikTok, US elections, to name but a few. The world has changed, and so have consumers. Through Connecting the dots, you won’t just know what the biggest behavioral shifts were in 2020, you’ll see what’s been driving them, and how to take advantage. This, coupled with a harmonized global perspective, can help give confidence that what you’re seeing isn’t just a regional fad. In an era defined by universal change, context is king. Without it, distinguishing between hype and reality is even more difficult” said Jason Mander, Chief Research Officer at GWI.

Connecting the dots 2021: Zero in on what matters

Explaining the report’s scope, Jason Mander said: “We zoomed into consumers around the globe, and connected the dots to identify eight key trends. From new flexible working patterns to livestream digital shopping, ethical consumerism, mental health and coronavirus, one thing is clear; uncertainty rules the day. Against this complexity, this report provides clarity and perspective. We identified both best and worst case scenarios to help us all navigate our way through 2021 to stand out and meet the expectations of the global population.”

One thing is clear; uncertainty rules the day.

These are the key trends to watch out for in 2021:

A green awakening: make sustainability part of the recovery in 2021 

The first wave of lockdowns had an unexpected upside: we began a new chapter in our relationship with the environment. However, any gains look set to be wiped out as normality returns. Cynicism is also set to make a comeback. Consumers have gone from seeing a bright future ahead to feeling pessimistic – and this backlash will ensure green values are a hot topic through 2021 and back on top of the agenda.

Environmental optimism since COVID-19
% of global internet users who say the environment will get better in the next 6 months
Q3 2019Q4 2019Q1 2020Q2 2020Q3 2020
4142415346

The digital storefront: how livestreams will support ecommerce 2.0

The explosive growth of TikTok, the rise of influencers, and the need for brands to distinguish themselves online. Livestreaming commerce is rising as the new medium for online shopping. This will be a new battleground for retailers and may bring community and entertainment to ecommerce – elements it currently lacks, yet consumers state it would encourage them to buy products. As shopping becomes increasingly digitized, livestream commerce is a key way to create a more interactive, entertaining experience that consumers crave. More about ‘the digital storefront’.

It’s a kindness magic: brand purpose will need to shift

As the COVID-19 crisis develops, businesses will need to think through their responses beyond short-term crisis management. This includes building new ways of doing business that bake in kindness and empathy at their core. Serving up PPE and hand sanitizer worked well at the time, but next year will need more focus on individual consumers and how to support them during times of hardship.

New expectations on brands 
% of internet users in 7 countries who want brands to put more focus on the following 
Supporting people during COVID-1956%
Being eco-friendly51%
Supporting/being vocal about social causes (e. g. equal rights, poverty etc)41%

More than lockdown blues: the looming mental health crisis

The effects of the current health crisis will usher in another one in 2021 – the mental health crisis. Businesses will need to take the same proactive approach that they deployed in the early stages of the corona meltdown. When asked what consumers are more concerned about,  almost a third (31%) stated mental health and wellbeing compared to 29% who said a COVID-19 vaccine.

All work, no play: the 9-5 model is sapping productivity

Looking ahead, bosses will be torn between pulling the troops back in or continuing with remote working. The latter may be the smarter decision. Not only can it whip up business performance during an uncertain time, but also boost productivity and employee satisfaction – when combined with flexible working. Office staff are 32% more likely to say they are allowed to work from home since 2019. In comparison, there’s just a 5% increase in those stating that they are now more likely to work flexible hours.  

Coming of age: a generation-defining year for Gen X and boomers

2020 is a “generation-defining” year. This is especially true for the mature age groups. Generation X and baby boomers have increased their reliance on the internet and online shopping, which looks to be permanent. As many populations are aging, the older groups’ market power is soaring. Their decisions and behaviors will be more impactful than you might think. Online grocery shopping alone in the U.S. has grown by 57% among Gen X and baby boomers since Q3 2019.

Data for good: nurturing the new relationship between consumers and online privacy 

The hot topic of data privacy seems to be cooling off as we head into 2021. In the recent past, scandalous exposures have fueled an ever-growing concern among consumers. But with the advent of contact-tracing apps, consumers are more accepting of data as a public good. In 2013, 56% of internet users were concerned about the internet eroding their personal privacy. By 2019, this had climbed to 61%. Fast-forward to 2020, however, and the pattern has muddied. Some privacy concerns have actually declined in the wake of COVID-19. As Google prepares to kill off the cookie, publishers might just have a new way to influence consumers with the value of first-party data.

There’s no place like home: the pandemic is reshaping city life  

Many predicted that COVID-19 would lead to the death of the city. If you can work from home, why not move to the countryside? But actually, research highlights that most countries are still urbanizing, with cities in the west evolving, not dying. Night-time and service economies have been badly hit, but city dwellers will come to value other aspects of their environment, from the local neighborhood stores to their home interiors.

The Big City Appeal
% of urbanites in the following countries who would choose to continue living in the city
IndiaChinaBrazilGermanyUKFranceUSA
90%88%83%79%74%71%70%

Methodology: 

  • GWI’s Connecting the dots 2021 trend report figures are drawn from its online research among internet users aged 16-64*. The figures represent the online population of each market, not its total population. Each year, GWI interviews over 700,000 internet users via an online questionnaire for our core dataset.

*GWI USA is representative of internet users aged 16+

Connected TV Advertising Investment is growing at triple digit figures in 2020. Yet, the level of investment is nowhere near the CTV audience number, which is already larger than that of Pay-TV. Media buyers at Starcom USA and GroupM tell Portada that better reporting and more sophisticated measurement options are key to further growth.

David Queamante, SVP, Client Business Partner, UM

“The shifts in media properties were in some ways, driven by the audience’s shifts in consumption. More streaming options were considered, and more eCommerce partners were rotated in, ” David Queamante, SVP, Client Business Partner, UM and responsible for developing and implementing the national media strategy for Quicken Loans, tells Portada.

CTV Advertising Investment is Skyrocketing…

  • Roku, which is turning into something like the “cable box” of streaming TV, last week announced that Roku’s Platform business – which includes advertising and content distribution revenue – saw its strongest quarter in the segment’s history, with revenue leaping 78% YOY to US $319 million. Roku attributed the record numbers to strong growth in advertising as brands embraced connected TV advertising platforms, and the number of first-time advertisers more than doubled in Q3.
  • Demand side platform The Trade Desk reported in its Q3 earnings that programmatic CTV ad investment on its platform grew by 100% YoY, substantially helping overall revenues to increase from US $164 million to US $216 million in the third quarter of this year.
  • Magnite a sell-side ad platform that encompasses Rubicon Project and Telaria, announced last week that CTV ad revenue was up 51% year over year to US $11.1 million.
  • Regarding ad impressions, according to the latest report from omni channel advertising platform Innovid, CTV ad impressions grew 55% year-over-year from 2019 for the third quarter.

… but in 2021 CTV Advertising Investment will still only amount to 15% of Total TV Advertising …

Darcy Bowe
Darcy Bowe, SVP, Media Director at Starcom USA

“We analyze audience trends and are seeing that audiences continue to move to CTV platforms. This trend has been occurring steadily for the past few years, but has increased exponentially with the pandemic as people stay home more and seek out new content,” says Darcy Bowe, SVP, Media Director at Starcom USA in Chicago. “With increased CTV viewership, and the continued decrease of linear viewership, it is important that we evolve our media plans to follow people where they are watching content – and in turn, where they are more likely to see our clients’ ads,” Bowe adds.

CTV household penetration is lies at 80% and  Pay-TV’s at 62%.

In fact, in 2020 the number of CTV households has become substantially larger than the number of PTV households. US. CTV household penetration is currently approximately 80% , while pay-TV (cable and satellite) penetration lies at 62%. Of course, this has led to a surge in CTV advertising investment, because ad dollars chase eyeballs. Still, even taking into account the current high growth rate, EMarketer estimates CTV ad spending will reach US $10.81 billion in the US in 2021 – up 56% from two years earlier, and representing around 15% of total US TV ad spending. This makes little sense when you consider that U.S. consumers watch more CTV than PTV.

Despite the high growth rate, CTV ad spending is expected to only represent 15% of total U.S. TV ad spending in 2021.  

… and Media Buyers Ask for Improved Reporting and Measurement

One of the reasons CTV advertising investment is not growing at an even higher rate is that the inventory is fragmented, making it difficult to measure and plan. Ad fraud and frequency capping are other serious concerns. Advertisers often do not get the same level of reporting in their CTV campaigns compared with linear TV as CTV reporting often centers around ad-impressions. “When you do a TV buy, you know the pod position you’re in, you know the time your commercial ran, you know the show, you know the content of the show, which episode number it is. We need that same level of detail that we’re accustomed to,” Jessica Brown, director of digital investment at WPP’s GroupM, recently told Beet.TV.

Starcom’s Bowe adds that  “more sophisticated measurement options are key – and that will allow us to measure viewership and frequency across screens more easily. It’s important to understand when a person sees our ads across Linear TV and CTV, let alone across all screens. However, we are already starting to see the impact of co-view measurement in our media plans as we’re able to understand the total number of impressions CTV campaigns are delivering vs. relying on the number of ads served as a proxy for impressions.”

We are starting to see the impact of co-view measurement in our media plans as we’re able to understand the total number of impressions CTV campaigns are delivering vs. relying on the number of ads served as a proxy for impressions.  

 

Intouch Insight, a provider in Customer Experience Management software and services, launched a follow up to their spring consumer habits study which explored changes in customer expectations due to Covid-19. Respondents being extremely likely to shop online increased from 29% in the spring to 42% in the recent study.

New data confirms that the trend towards online purchasing continues to grow while in-store expectations shift. Safety is still a hot button issue, however traditional expectations around in-store customer experience are returning.

Consumer Expectations

“Given the length of time that pandemic precautions have been in place and the fact that they will likely remain in the near term it is not surprising that consumers are starting to return to their pre-Covid-19 expectations. Cleanliness, for example, while still important dropped from the number one spot to third behind convenience and price which regained some of their historical importance. It will be vital that businesses recognize these shifting times and continue to evolve their customer experience measurement, monitoring and delivery to adapt in this ever-changing landscape,” says Erin Fenn, Executive Vice President at Intouch Insight.

Consumer Expectations

Key findings from the study

Key Finding #1: Habits are becoming entrenched

  • eCommerce continues to accelerate;
  • Online shopping is increasing;
  • New services provided by retailers are sticking (e.g. curb-side pick-up), although overall adoption is low.

Key Finding #2: Consumers needs have evolved since May

  • Consumers are reporting increased comfort when visiting physical establishments, supported by a higher frequency of both visits and purchases made in-store;
  • Convenience and price top the list of factors rated as “extremely important” when making the decision to visit a store, ahead of cleanliness which is now ranked 3rd – compared to May 2020 where it was the number one driver of comfort.

Key Finding #3: Improved cleanliness is everyone’s responsibility

  • Consumers want customers to take accountability for adhering to heightened safety precautions;
  • Businesses are expected to enable customers to follow new health and safety practices when entering a physical store;
  • Providing cleaning materials for customer use and enforcing that face masks are worn has increased in priority.

By the numbers

  • Convenience was the most important factor for 80% of respondents when making the decision to visit a store. Cleanliness was the top factor in the spring with 62%.
  • Respondents being extremely likely to shop online increased from 29% in the spring to 42% in the recent study.
  • 82% of respondents feel more comfortable entering a store when hand sanitizer and disinfectant wipes are made available for customers to use.

 

AARP, Cadillac, Giant Foods, Vallarta Supermarkets, Taco Bell, Acura and more brands targeting the U.S. consumer right now.

For prior Sales Leads editions, click here.

 

  • AARP

AARPBBDO New York, part of Omnicom Group, has been named Brand Agency of Record for AARP.  Eager to drive greater familiarity, relevance and engagement among younger segments of the 50-plus audience, AARP is looking to reach prospective members with the benefits of its Health, Wealth and Self offerings, advocacy and information. As such, BBDO’s future marketing efforts for AARP will be developed around the brand’s role as a wise friend and fierce defender for people 50-plus, their families and their communities.New work is expected to launch in early 2021.AARP spent $147 million on measured media last year and $58 million during the first six months of 2020, according to Kantar Media. The finalist pitches were conducted virtually in 2020 as the agencies and AARP worked remotely. Grey NY served as the incumbent.

 

  • Cadillac

Cadillac Escalade 2021Cadillac has enlisted the services of Emmy and Oscar-winning actress Regina King for its latest Escalade TV spot. It revolves around the tagline “Never stop arriving” and highlights Cadillac’s commitment to innovation and excellence regardless of adversity. New technologies and updated vehicle design are part of its effort to regain leadership in the luxury SUV market.
Cadillacs Never Stop Arriving campaign this fall will be highlighting the 2021 Escalade’s new design and technology, which include a curved OLED screen, its AKG automotive audio system and the company’s Super Cruise driver assistance technology. Cadillac is creating podcast ad inserts called “The Roadblock” and broadcasting them across 1,000 podcasts over the next two weeks, Adweek reported. Cadillac also partnered with livestreaming platform Twitch and the web series “60 Second Docs.”
  • Dr. Vranjes Firenze

Italian fragrance company Dr. Vranjes Firenze is appointing Verdes as its creative agency of record following a formal review. Verdes is conducting market research to help Dr. Vranjes further refine its unique luxury product. Verdes’ portfolio includes work for PUMA, Spotify, 1stdibs, Addepar and Rockefeller Center.

Portada LiveJOIN US AT PORTADA LIVE, OCT. 14, 2020

To find out about Portada’s new virtual networking solutions at PortadaLive 2020 involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • Giant Food

    Giant Food announced a new integrated eCommerce shopping experience for customers available on the new Giantfood.com website and Giant Food mobile app. The integrated platform joins together the prior Peapod.com and Giantfood.com sites to create a single site on Giantfood.com.According to the greater Washington D.C. regional grocery chain, visitors to the new site can easily access a robust shopping experience with personalized shopping, rewards program benefits, weekly circular and coupons as well as pharmacy, nutrition and wellness content offerings.Customers who had previously opted for pickup or home delivery through Peapod by Giant at Peapod.com will now access the same great eCommerce service through the integrated Giant website or free mobile app. For prior Peapod users, there will be no interruption of service as all Peapod account information, orders and history will transition for users seamlessly to the new Giantfood.com site.At a time when demand for online grocery is at an all-time high, Giant Food is making it easier than ever for customers to safely and efficiently browse aisles, fill virtual grocery carts, plan ahead for an in-store trip and schedule a contactless Giant Pickup or Giant Delivers order.

  • Vallarta Supermarkets

    Vallarta SupermarketsHispanic grocery chain Vallarta Supermarkets is opening two new stores in the Madera and Indio locations in California. With an investment of more than US $ 11 million, Vallarta opened its 60,000-square-foot store in the city of Madera on September 23, employing about 250 people. Vallarta Supermarkets’ 51st store offers a wide variety of food products and services including: “La Cocina” (Authentic Taqueria and Mexican Cuisine) with recipes of authentic foods and fresh sushi prepared daily by an in-house sushi chef. Customers will also be offered a full-service floral department and an expanded selection of liquor/wine.  “We are opening these beautiful stores during Hispanic Heritage Month and being part of the Madera and Indio communities,” said Andrew Lewis, Vice President of Marketing for Vallarta Supermarkets, in a statement sent to Abasto Media. “We will be offering an amazing shopping experience and will work hard to become the preferred supermarket for our new neighbors.” Additionally, on Wednesday October 7, Vallarta Supermarkets will be opening its first store in the city of Indio in Riverside County. The 39,434-square-foot supermarket will employ 175 people in the community. Like the new Madera store, the town of Indio will have departments of meat, seafood, fresh agricultural products, tortilla shop, taqueria, Mexican cuisine, cream shop, deli, bakery, and liquor store.

     

  • ESPN+

    Espn +ESPN+ is launching a brand campaign that aims to show how the streaming channel is doubling down on delivering high-quality live sports and specialized content. The effort from Austin-based creative agency Preacher includes “It Exists Because You Do,” a 30-second anthem spot that breaks today. In addition, a series of 15-second and 6-second ads will run across all of ESPN’s TV and digital properties, and also will be supported by off-channel broadcast, along with digital. While the brand has engaged in marketing its sports and original series programming consistently over the past few years, this marks a broader brand-focused initiative, according to the company. ESPN+ is an over-the-top video streaming subscription service available in the United States, owned by Walt Disney Direct-to-Consumer and International, in partnership with ESPN Inc

  • Dos Equis

Dos Equis is encouraging college football fans to “Tailgate Anything,” giving them the chance to win weekly tailgating-themed prizes all season long. Through an integrated retail promotion and sweepstakes, fans can win weekly prizes including a six-foot cooler, at-home pop-up bar, mini grill, grilling set, tailgating table with chairs, and digital subscription all access codes. One grand-prize winner will receive a larger-than-life tailgate tow trailer, decked out with tailgating essentials such as a grill attachment, cooler, 50-inch LED HDTV, home theater speakers and more. The campaign, which runs through Jan. 11, 2021, is being supported by limited-edition college football-themed cans, merchandise, out-of-home advertising, TV, radio, digital advertising, social media, public relations extensions, and sampling events.

  • Taco Bell

Taco BellTaco Bell  launched its first-ever e-gifting service yesterday Sunday October 4, National Taco Day. The Irvine, Calif.-based Mexican fast-food chain plans to launch the Taco Gifter, a service that lets customers gift their friends menu items through the Taco Bell app or website. To mark the service and get customers to start using it, Taco Bell plans to give free tacos to the first 10,000 people who use Taco Gifter. The company is also adorning its crunchy tacos with a “seasonal gift wrap” for a limited time. Taco Bell said that its Taco Gifter service will be a permanent addition to its app and website, enabling customers to send friends tacos for special events or just whenever. “For years, Taco Bell has been a part of our fans’ milestone moments, from proposals to weddings to graduations and proms, and we’re excited to introduce a fun and convenient service to help celebrate any occasion in between,” Nikki Lawson, Taco Bell’s global chief brand officer, said in a statement. Deutsch LA is the mastermind behind Taco Gifter. To send a taco, customers download the app and find the platform in the menu or visit tacobell.com/gifter. Users select a gif, enter the recipient’s name and a personal message, checkout and send a unique URL to their friend via text, email, direct message or any other form of communications. The Taco Gifter follows the digital launch of Taco Bell’s loyalty program, Taco Bell Rewards.

  • Acura

AcuraThe new marketing campaign for the all-new 2021 Acura TLX sport sedan lets the car do the talking. Led by “Break the Silence” , a :60 short film cinematic-style television spot, Acura is building on its Less Talk. More Drive brand creative for the television debut of the 2021 TLX – the first Acura sedan fully designed around the brand’s Precision Crafted Performance DNA. Acura’s “Break the Silence” 2021 TLX campaign, developed by Acura together with Agency of Record MullenLowe LA, will be featured on national broadcast, including must-watch sports such as NBA and NFL matchups, network cable and video-on-demand, with :60, :30, and :15 versions. Acura also will run Spanish-language, Cantonese and Mandarin-language versions of the TV spot. Other key campaign elements include: Dynamic integrations on audio streaming platforms for both general market and Hispanic audiences (including iHeart Radio, Pandora, SoundCloud and Amazon). Social media activations, including the upcoming “INSIDE TRACK” campaign, an augmented reality driving experience that puts TLX on your tabletop. Challenge friends in real-time through five immersive worlds as misty mountain top roads and skyscraper-lined streets grow out of your coffee table. Media partnerships that include high-impact takeovers and editorial sponsorships on the Huffington Post-curated Hispanic Heritage Month and Latino Voices section, as well as takeovers on Verizon’s Tech Crunch and Yahoo.

 

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Ecommerce marketing automation platform Omnisend, recently published its Email & SMS Marketing Stats & Trends Report (Q2 2020) . The results of the study provide interesting insights on e-commerce consumer behavior towards email, SMS and push marketing messages during the pandemic. One insight is that consumers gravitated toward trusted channels such as email marketing when doing their online shopping.

Omnisend analyzed email send data for over 2.4 billion emails sent from the Omnisend marketing platform during Q2 2020. They also looked at more than 1.8 million SMS and push messages sent through the Omnisend platform. The data below includes sends, opens, clicks, and conversions from April 1st through June 30th for both 2019 and 2020.

Email Marketing Performance

Email Open Rates:

Email open rates increased year-over-year for both promotional campaigns and automated messages during the second quarter. Promotional campaigns (traditional scheduled messages) registered an overall open rate of 10.85%*, a 29.37% lift compared to the same period in 2019.

This increased performance is not entirely surprising. As we saw in the COVID-19 email marketing metric report, when consumers increased their online shopping they turned to trusted marketing channels like email as a source of product discovery and awareness.

When consumers increased their online shopping they turned to trusted marketing channels like email as a source of product discovery and awareness.

Email Rates

Online DTC brands who don’t send these types of messages because their ecommerce platform isn’t integrated with their email provider are missing a huge growth opportunity.

Type of Automation

Open Rate

Lift Over Campaigns

Product Abandonment

51.64%

375.90%

Cart Abandonment

30.58%

181.84%

Browse Abandonment

26.34%

142.75%

Post-Purchase

24.58%

126.52%

Welcome

23.80%

119.34%

Birthday

23.22%

114.00%

Lapsed-Purchaser

22.11%

103.77%

* List management, send cadence, and the use of Booster sends (remails) on a per-client basis impacts promotional campaign open rates—often resulting in lower overall numbers. For instance, it is common for remailed messages, because they specifically target non-openers, to receive roughly half of the open rate as the initial send—therefore reducing the overall open rate.

Email Click Rates:

While promotional campaigns saw a decrease in click rates, the same cannot be said for automated messages. Automated messages generated a 21.24% click rate, marking a 15.37% YoY lift over automations in 2019.

Email Rates

When comparing click rates in Q2 of this year, automated messages see an improvement of 49.36% over scheduled promotional campaigns, with birthday, cart abandonment, and welcome emails leading the way.

Type of Automation

Click Rate

Lift Over Campaigns

Birthday

24.08%

69.33%

Cart Abandonment

20.85%

46.62%

Welcome

19.74%

38.82%

Product Abandonment

18.83%

32.41%

Post-Purchase

16.33%

14.87%

Browse Abandonment

15.76%

10.85%

Lapsed-Purchaser

15.50%

8.98%

Email Marketing Conversion Rates:

Overall, the conversion rate for promotional email marketing campaigns was 5.37%—an 88% year-over-year lift. Maybe more promising for brands is that the conversion rate increased each month of the quarter, hinting at an increased reliance on not only ecommerce but email marketing as a primary purchase channel.

This behavior is indicative of intent-based shopping. Instead of consumers clicking on an email and casually browsing the website, emails had to ‘earn’ their clicks—but once the subscriber clicked on the email their intent to purchase was higher.

Email Rates

Most importantly, automated messages drove 26% of the email marketing conversions while accounting for less than 2% of the email sends. Online brands should look to automation as a major component for increasing their sales.

Type of Automation

Conversion Rate

Lift Over Campaigns

Welcome

48.35%

799.88%

Cart Abandonment

25.37%

372.28%

Lapsed-Purchaser

20.96%

290.08%

Post-Purchase

17.06%

217.54%

Browse Abandonment

16.06%

198.88%

Product Abandonment

14.22%

164.60%

Birthday

10.45%

94.46%

 

Overall Campaigns and Automation Performance:

Scheduled promotional campaigns made up 98% of the email volume sent during Q2 2020. These campaigns saw YoY increases in open and conversion rates, while click rates slightly decreased.

Campaign Email Performance Q2 2020

The worst-performing automated message, in terms of conversion rate, still saw a rate nearly double that of promotional campaigns.

The numbers don’t lie — automated lifecycle messages are powerful sales enablers for ecommerce businesses. Even though these messages accounted for less than 2% of the email marketing volume sent during Q2, they generated 26% of the conversions. In fact, the worst-performing automated message, in terms of conversion rate, still saw a rate nearly double that of promotional campaigns. Online businesses who fail to utilize automated lifecycle messages are limiting their growth potential.

Automation Message performance Q2 2020

For more insights including Transactional Performance, SMS and Push Message performance as well as E-commerce takeaways, please click here.