Latcom has appointedJill Brooks to the role of Business Development Director, U.S. In this role, she will play a key part in the company’s goal to expand its regional operations. Brooks has over 20 years of experience in media marketing and ad sales.
Russell Wager will start operating as Marketing Director of Kia Motors America with a possible opportunity of moving up to Vice-President on July 25. Previously, he served as VP, Marketing of Mazda’s North American Operations.
Benjamin Bittman has joined the community New York as EVP, Managing Director. In his new role, he will lead the company’s long-standing Verizon creative account for the 5G era.
Arnel Kasmally has joined the ranks of The Garage Team Mazda, a bespoke ad agency created exclusively for the motor company, as senior VP. Previously, he served as managing director of the Mobile Marketing Association, and has worked for renowned agencies such as Essence, Y&R and Ogilvy.
Portada NY Sept. 12 top-notch program includes one-on-one meetings with major brand marketers engaging consumers through sports content who represent companies like Anheuser-Busch, SAP, MasterCard, Kia, Wells Fargo and many more. The event will take place at the Westin New York at Times Square. Get tickets here (early bird expires on July 31!).
Join us for the 13th annual edition of Portada New York where marketing innovators will delve deep into sports marketing and new consumer insights in Multicultural America.
On the agenda on September 12
Senior brand executives and thought leaders will explore topics including the below:
KEYNOTE INTERVIEW with Nick Kelly, Head of U.S. Sports Marketing, Anheuser-Busch
CREATING BRANDED CONTENT TO CHANGE BRAND PERCEPTION
THE EXPERIENTIAL MARKETING CONUNDRUM: How to measure ROI and transfer best practices between marketing platforms.
5G: How increased connectivity will change media and content strategies…
PASSION POINT FOOD: Food is a key cultural factor to bring Hispanic families together.
and much more….
Choose Your One-on-One Meetings with Brands Engaging Consumers Through Sports
In addition, Portada NY offers senior executives from tech, media and marketing firms will have the opportunity to meet brands engaging consumers through sports. marketers in one-on-one meetings.
THE LIST OF BRAND MARKETERS AVAILABLE FOR ONE-ON-ONE MEETINGS INCLUDES:
CLICK HERE TO GET EARLY-BIRD TICKETS including three-eight minute meetings with brand marketers engaging consumers through sports. (A form to select your meeting partners will be sent to you after registration, US $599 EXPIRING THIS 07/31)
What: We talked to Solange Curutchet, General Manager at Pulpo, about her career in content and media, the importance of content monetization, and her predictions for the future. Why it matters: Content is becoming more and more important each day. As Curutchet explains, there should be an integrated understanding of how marketing, sales, and content are intertwined in digital in order to have an effective monetization strategy.
Solange Curutchet forged her career learning about content monetization when digital was just starting to acquire the relevance it has today. Before becoming Pulpo’s General Manager, she cleared/ a rough path to realize how profoundly intertwined web content is with sales and marketing. Simply put, everything is connected in digital. If you see an ad somewhere, you can be sure there’s a whole machinery of reasons why it’s there.
We sat down with Curutchet to discuss the evolution of content, reaching multicultural audiences, and effective content monetization.
From Traditional to Digital Media
Content marketing isn’t only about selling ads. In 1999, when she joined Univision Interactive Media, Curutchet learned that all the bricks of the house need to be well-structured. “In these early publisher-advertiser days, we really started from zero,” shared Curutchet. “Nobody knew what creating content for digital entailed. We learned together. There wasn’t a playbook that neatly laid out these rules.” It was a process, but she learned that she needed to package content according to each advertiser’s needs without “compromising its integrity“.
“We had to offer content in a way that the advertisers could showcase their brands while not diluting an online presence”, says Curutchet. The trick was finding suitable matches for both parties, not forcing either to fit with the other. Content and ads needed to be symbiotic. “In traditional media, you had a page marked with an X where the ad would go and that’s it. Now in digital, you really need to evaluate the brand and what it’s communicating to see where it fits,” she explained. “These principles of co-existing content and advertisements are still valid today.”
The trick is finding suitable matches for both parties, not forcing either to fit with the other.
The Need to Understand Content Monetization
Solange says one of the most frequent mistakes when launching content verticals is “putting someone in charge that has deep subject matter expertise in a particular content theme but lacks a holistic knowledge of how content + ads need to co-exist.” “If we’re going to launch content property”, pointed out Curutchet, “then you assign someone that comes from content a hundred percent, right? So what happens is that you have a significant gap between producing content and how to monetize that property. We see this happening all the time. There’s great intention to produce valuable content but there’s no clear vision on content monetization.”
Social Media Ties Everything Together
Social media plays an important role in closing the loop on this strategy. Today, social media plays an important role in creating the emotional connection of your brand to content, to your advertisement. It’s not either or, it’s both. Social media is a much needed emotional value component that ties everything together.
Another tricky aspect, she said, is that people tend to believe that only articles can be called “content”. In fact, digital platforms allow consumers to access and share much more than just articles. “In digital, you can participate in what you’re reading and really give your opinion.” You can weave many elements into a site to engage with the user at higher levels and increase your sponsorship opportunities. “Finance and health sites do this very well,” illustrated Solange. “They use consumers’ input to drive useful wizards, calculators and other interactive features.”
Pulpo: the Rebirth of a Company
Taking from these learnings and from the concept of real engagement as the true motor of marketing, Pulpo has gone through a full rebranding. The goal is to create “its own environment of verticals for advertisers to talk to our audience and share their brand”, according to Curutchet. “The idea is to create products around them. A vertical where you sell customizable inventory, influencers interacting with audiences and advertisers, and a big data strategy around it. A lot of newsletters, personalization, and sharing products from our advertisers”, to mention just a few.
Hispanic culture goes way beyond speaking Spanish or not, it’s in their veins.
Focus on a Cultural Dimension, Reach Their Hearts
As these strategies fall into place, what are the most important cultural nuances Pulpo will tackle with this firm set of structures? One of Pulpo’s most important findings is that it’s all about talking to consumers in their language, and that doesn’t necessarily mean Spanish. “With U.S. Hispanics it’s more a cultural thing than a question of language. [Hispanic culture] goes way beyond speaking Spanish or not, it’s in their veins. […] The priority used to be having Spanish-language sites, which is still our main focus, but not only Spanish generates engagement with U.S. Hispanics”, says Curutchet.
So, all content must be focused on reaching them at a personal, more intimate cultural dimension. And in order to create intimate content, it’s necessary to delve deep into the customer’s heart. For Pulpo, the ideal partner is the one who fosters reciprocal participation with the audiences. “It’s not the one that has the best name for Latam, it’s the one that has the best engagement for our U.S. Hispanics reach, regardless of whether it’s a small company or group”, says Curutchet. “Content will become more and more important to reach audiences. […] Getting to the audiences with the right environment, the right content and the right language is key today”.
How to Face the Future?
So, what should brands do, and where is the future taking us? How will the reborn Pulpo address the new ways in which audiences engage and consume? For Solange, the market is getting better at understanding all these new behaviors, but brands really need to engage with their audience in a deep, meaningful way. “Content will become more and more important to reach audiences,” she declared.
Pulpo’s strategy is not only about making informed decisions based on hard data pointing to the direction of the market. The company listens to the clues consumers have to offer and pay attention to their needs and desires. “When you touch their soul they react differently”, says Curutchet. “Reaching them is not the problem, the challenge is how you get to them. Engage them in a way that you end up touching their hearts.”
Time to Discuss Diversity
According to ANA Educational Foundation’s research, the marketing industry’s efforts to recruit a more diverse workforce are still not enough, as the overwhelming majority of the talent is still predominantly white. The report explores, among other factors, the documented benefits of recruiting and retaining diverse talent. Among others: higher performance standards, better team dynamics, more organizational agility, and, better business results overall.
And it’s the same when we think about the percentage of women in leadership positions. “We tend to focus on CEO positions and are alarmed about the fact that there are only 24 Women CEO’s within 2018 Fortunes top 500 companies,” said Mebrulin Francisco, Managing Partner, Director Marketing Analytics, Multicultural at GroupM, in an article that looks more closely at this issue. “But we also need to look a couple of steps lower in the corporate ladder and address the fact that women’s progress is stalling at lower levels of a company’s pipeline.” For any woman looking to break with conventions, the numbers on equality dabble on the realm of disturbing. Not just for high-management levels but onset from the very first step of the ladder as well. And the numbers get worse when we look at the presence of Hispanic or African-American women in the talent pool.
Start from little, build your personality, and don’t be afraid to speak your mind.
Speak Your Mind, No Matter Who You Are
Solange knows first hand what it’s like to speak your mind “in a room with 20 people that are mainly men.” She said she was probably not the best example, as she has never been afraid of saying what she thinks. But not every girl knows that they have the right to do so. That’s why she has taught her two daughters to fight for what they believe. “One of the things is to start from a young age, build your personality and don’t be afraid to speak your mind,” she suggested. “Always do it with respect, but whatever you need to say, just say it, don’t be afraid to express it.”
Just as she encourages her daughters to speak their minds, Solange firmly believes that knowledge is more important than from whom it comes from. And this is the philosophy that she brings to work every day. If you have an opinion and you have a way of doing things better, it’s welcome. “Everyone here can share his or her ideas,” she told Portada. “Titles are not important, really. I can have people that have worked here for six years and people that started two days ago in the same meeting and we all discuss how to improve things.” In fact, she concluded, “the moment they start being afraid of expressing their opinion, that’s when we stop growing.”
A summary of the most relevant consumer insight research in the U.S. and U.S. Hispanic markets. If you’re trying to keep up with the latest happenings, this is your one-stop shop.
According to a new survey of 983 U.S. consumers from custom signage provider Signs.com, the four most frequently shopped online retailers for Baby Boomers, Gen X, and millennials are Amazon, Walmart, eBay, and Target. Discrepancies start at the fifth spot: Kohl’s for Baby Boomers, Costco for Gen X, and Best Buy for millennials. However, there are clear discrepancies by generation in online grocery shopping. Thirty-four percent of millennial respondents have used online grocery delivery, compared to 25% of Gen X and 22% of Baby Boomers.
Research from Counterpoint’s U.S. Smartphone Sales by City Tracker shows 5G smartphone sales in over 10 cities in May despite Verizon only launching 5G services in Chicago and Minneapolis. While Chicago did show the highest concentration of sales, it represented just over 5% of total 5G smartphone sales according to data collected across millions of sales data points during May.
Global management consulting firm A.T. Kearney has published a study which looks into consumer knowledge and experience of various emerging in-store technologies. The 2019 Consumer Retail Technology Survey found that while 75% of consumers are aware of at least one retail technology, only 33% have experienced any. The survey focused on five critical technologies emerging in physical stores: augmented reality, mobile point of sale, cashierless checkout, interactive screens, and 3D printing.
According to “The Amazon Prime Day Effect: Consumer Anticipation and Excitement Grows in 2019,” a survey of about 2,600 consumers in the U.S., U.K., France, and Germany from Periscope By McKinsey, 66% of respondents are either excited or eager for Prime Day and 70% or more across all four countries expect to participate.
According to a consumer survey of 1765 people by Hub Entertainment Research, 23% of respondents indicated they would drop Netflix if the service began running commercials. With 60 million subscribers in the United States, that would mean a loss of approximately 14 million users.
A new Morning Consult report digs into the values, habits, aspirations, politics, and concerns shaping Gen Z, and the ways they differ from the generations that came before them. The report uses data from nearly 1,000 interviews with 18-21 year-olds. Making money and having a successful career are the two most universally important life goals for Gen Z adults – more than pursuing friends, family, or hobbies. About a quarter of Gen Z adults (23%) say being famous is important to them – eight points higher than millennials and 15 points higher than Gen X.
Netflix has named Jackie Lee-Joe, a BBC veteran, as its new Chief Marketing Officer as the company looks to fight off a growing number of video subscription rivals.
WarnerMedia‘s president of ad sales, Donna Speciale, is leaving the company. Speciale’s exit marks a larger company-wide shakeup. Executive vice-president of portfolio sales and client partnerships, Frank Sgrizzi, and executive vice-president of Turner’s Ignite, Dan Riess, will both be leaving WarnerMedia this fall.
Wavemaker has appointed MediaCom’s Chief Operations Officer Toby Jenner as new CEO. Jenner succeeds Tim Castree, who stepped down in December 2018 to become North American chief executive at GroupM.
The National Basketball Association has hired Twitch Chief Marketing Officer Kate Jhaveri as its next CMO, replacing Pam El. Jhaveri previously served as head of consumer marketing at Twitter and head of brand marketing at Facebook.
Publicis Groupe has announced a restructuring of its U.S. operations. The new U.S. ComEx team is chaired by Arthur Sadoun, Chairman-CEO, Publicis Groupe, and includes the newly added Bryan Kennedy, CEO, Epsilon as well as Tim Jones, CEO, Publicis Media Americas; Ros King, the Groupe’s executive vice president, global clients, Steve King, COO, Publicis Groupe & CEO, Publicis Media; Adrian Sayliss, CFO, Publicis Groupe North America; Carla Serrano, the Groupe’s Chief Strategy Officer; Liz Taylor, Chief Creative Officer, Publicis Communications US-CCO, Leo Burnett Worldwide; and Nigel Vaz, CEO, Publicis Sapient.
In addition, the Groupe is organizing its creative brand portfolio into three geographic zones. Andrew Bruce becomes CEO, Publicis Communications West, Andrew Swinand will oversee the middle region of the country as CEO, Publicis Communications Center, and Jem Ripley returns to Publicis Groupe as Publicis Communications East CEO.
What: Eugene Santos, Senior Manager, Advertising & Marketing, Multicultural at Kia Motors gave Portada his 4 key insights on automotive brand marketing and how to win Hispanics’ hearts. Why it matters: It’s no secret that Hispanics love a good car. The auto industry in the U.S. is growing, just as well as the multicultural population in the U.S. According to a Statista timeline, digital advertising spending of the U.S. automotive industry is expected to reach US $15.5 billion this year.
Automotive brand marketing is just like marketing in any other industry. In order to get it right, marketers need to approach it with the right set of tools and a great deal of creativity. Add a multicultural component to the mix, and you’ll get a more complicated task. However, if brands take the time to really understand the target and the way consumers relate to the category, they might end up getting a recipe to success.
When the 2018 Kia Rio was named one of the top 10 best vehicles for Hispanics by the Hispanic Motor Press Foundation, the company had already been targeting this multicultural segment for years. However, Kia Motors only started selling cars in the U.S. in the 90’s. How does a relatively new brand compete with powerhouses of the automotive industry in order to gain Hispanics’ hearts?
We talked to Eugene Santos, Senior Manager, Advertising & Marketing, Multicultural at Kia Motors to get his key insights about what the brand is planning to engage Hispanic consumers more effectively.
We use AI to engage consumers who are in the ‘discovery’ and ‘research phases of their consumer journey.
1. Automotive Brand Marketing 101: Make Sure You Engage Your Consumers
Firstly, says Eugene Santos, you have to ensure you understand how your consumers engage with your content. Like any other brand, Kia uses a mix of KPI’s and likes/dislikes ratios, but it is also aware of the important role of the right technologies. “We use AI to engage consumers who are in the ‘discovery’ and ‘research phases of their consumer journey,” explains Santos. ” This gives us an opportunity to look at the multicultural aspect as well.”
2. When Targeting Hispanics, Always Think In-Culture
According to Kia’s latest reports, sales grew 1% in May, mostly thanks to a rise in sales of a favorite of Hispanics— the Kia Soul. “Hispanics are a big part of our success, especially in a flat market,” reveals Santos. “The multicultural segment growth has allowed us to stay on pace or ahead of business plans. The Soul has traditionally over-indexed within the Hispanic segment. It tends to skew towards a younger audience and mirrors the demographics of the Hispanic consumer.”
Therefore, these results show the brand is already doing something right. When asked about the approach Kia takes when marketing to Hispanics, Santos hits the nail in the head. “We don’t like to approach this segment by thinking ‘Spanish or English’? But rather, ‘How do we communicate in-culture? And that can be a combination of either language as it relates to our target audience and the look/feel of our campaign.”
3. Choose the Right Message, Make it Emotional
When asked about messaging, Santos explains that the brand continuously tries to build an emotional connection with the Hispanic segment. The new campaign will “tell the story of the ‘unsung heroes’ who work hard to accomplish their life’s mission but don’t necessarily crave the spotlight.” Kia has previously incorporated into their narrative real stories of hard-working Latinos (watch below). Santos says “this will bring a connection Hispanic consumers by showing Kia lives by the same values as them.”
4. Learn From Your (More Experienced) Competitors
In 2017, Dealer Marketing Magazine reported that vehicle purchases by Hispanics would double from 2010 to 2020. Because of tradition from their origin countries, Hispanics have a famous fondness for Japanese cars. In fact, in 2014, Hispanics were contributing to nearly 40% and 30% of total brand growth for Toyota and Nissan, respectively.
Thus, we wanted to know Santos’s thoughts on how the relatively new player from Korea competes with these brands. “They’ve been communicating with the Hispanic segment for a very long time, longer than Kia,” agrees Santos. “I started my automotive career at Honda, and having seen their work ethic first hand, I am proud to say that Kia is on its way.”
But what sets Kia apart? Its “Give it Everything” philosophy, that “underdog spirit that has helped us improve our vehicle quality, and technology that has allowed us to outperform even luxury brands,” shares Santos.
In conclusion, Kia is young, but it is on the right track towards Hispanics’ hearts. To find out more about automotive brand marketing first-hand from the experts, join Portada New York!
R/GA has promoted Julie Benevides from Senior Content Producer to Executive Content Producer. In her new role, Julie will partner with the Chicago office’s business and creative leadership and tap into the R/GA Studio’s network of makers and storytellers.
Adolfo Segura will step down from his current role as Vice President of News for Telemundo 60 in San Antonio to become Vice President of News for Telemundo 33 / KCSO and Telemundo 51 Fresno / KNSO, effective July 22. In his new role, he will be responsible for overseeing the stations’ newsrooms, including all multi-platform news operations and performance.
IAB has promoted veteran Sheryl Goldstein to the role of Senior Vice President, Marketing and Member Investment. She will be responsible for the trade group’s marketing and sales teams, effective immediately. Goldstein has filled senior sales, marketing, and strategy roles at some of the digital sector’s most prominent companies, including Yahoo, AOL, and About.com.
Mike Tasevski is now Vice President, Global Sponsorships at Scotiabank. Previously, he spent almost 10 years at Mastercard, where he served as VP, North America Sponsorships and later as VP, Market Development.
Reebok‘s Global Head of Marketing and Brand Management, Melanie Boulden is leaving the company to become President and General Manager of Coca Cola’s Venturing & Emerging Brands (VEB) division. Boulden will be tasked with overseeing investments into companies, entrepreneurs, technology, and products.
Michael Roca is the new Director, Multicultural at PHD. Roca comes from Hearts & Science, where he spent the last 2 years as Director, Total Market Strategy for Procter & Gamble.
A summary of the most relevant LatAm consumer insight research. If you’re trying to keep up with the latest happenings, this is your one-stop shop.
In-Store Media, together with research agency IPSOS, conducted a study to understand the consumer behavior of digital grocery buyers in Mexico. The survey covered questions about their shopping habits, channels, demographic characteristics, favorite categories, and other preferences. The results show 39% of online grocery shoppers buy their groceries exclusively online. Moreover, 35% of online grocery purchases are completed via smartphones. Online-exclusive shoppers said it’s fundamental to receive their order on time (92%), while shoppers who combine online vs brick-and-mortar purchases think the priority is receiving products in good condition.
According to Unisys’ 2019 Security Index Colombia has the second highest credit-card consumer distrust level just after the Philippines. Unisys’ Security Index found that 90% of Colombian credit-card holders are afraid of having their card information misused by third parties. Furthermore, 87% of survey respondents said they are seriously worried about identity theft and personal data breach.
Reuters‘ Digital News Report shows Latin American consumers have increased their use of Instagram and WhatsApp as news sources. The survey was conducted in Argentina, Brazil, Chile, and Mexico, with around 2,000 people interviewed in each country. When looking for news content, the region shows an average growth of 7.5% for Instagram and 4.2% for WhatsApp from 2018 to 2019. Even though Facebook only grew by 1.7%, it’s still the most-used social network for news consumption in the four countries, followed by WhatsApp in all except Mexico, where YouTube takes the second spot.
DAlessio Irol & Berensztein‘s latest survey shows 9 out of 10 Argentine middle-class homes have started buying cheaper food-and-beverage brands in recent months, reported Impulso Negocios. The survey found 89% of the higher-middle class, and 83% of the middle and lower-middle class have chosen second or own brands. In average, all consumers have lowered consumption of 13 food-and-beverage products. In the last 9 months, Argentines have increased their rice consumption by 43%.
Beam Suntory has announced Jessica Spence will fill the newly-created role of President of Brands, effectively replacing the Chief Marketing Officer. Spence will be responsible for managing the global P&Ls of Beam Suntory’s largest brands, which include the whisky brands Jim Beam and Maker’s Mark.
Toyota Motor North America announced that Cooper Ericksen will be promoted to Group Vice President, Product Planning and Strategy, effective Aug. 5. Ericksen has been with Toyota since 1991. He will replace Andrew Coetzee, who plans to retire on Aug. 2 after 31 years of service to Toyota.
Multi-channel engagement platform Leanplum has appointed Kate FitzGerald as President, effective immediately. Before joining Leanplum, FitzGerald was President of Americas Sales for Marketo.
WPP’s Ford-dedicated agency GTB has announced the appointment of Robert Guay as CEO. Guay, who will replace Satish Korde in late July, will lead the evolution of the agency’s relationship with its flagship client, Ford Motor Company. Satish Korde will become Chairman Emeritus of GTB, assisting Ford on strategic projects. The announcement comes less than a year after Ford announced plans to divide its US $800-million creative business between several shops, moving away from GTB’s dedicated model.
AT&T’s WarnerMedia unit has named Ann Sarnoff as chair and CEO of Warner Bros. Sarnoff succeeds Kevin Tsujihara, who left after unethical behavior was discovered. Sarnoff will be based in Los Angeles and will officially join the company later this summer.
Eventbrite, a global ticketing and event technology platform, has announced the appointment of Casey Winters to Chief Product Officer. In this role, Winters will lead the global product management, design and research teams to drive innovation for event creators around the world.
Apple audio brand Beats by Dr Dre has appointed former Electronic Arts (EA)vice-president Chris Thorne as its Global Chief Marketing Officer, following a five-month search. Thorne will oversee the brand’s global marketing across all channels.
Wendy’s has promoted Carl Loredo to Chief Marketing Officer from his role as Vice-President of Brand Marketing, which he took on when he joined Wendy’s in 2016. He will report directly to Kurt Kane, who is being promoted to US president and chief commercial officer.
What: Nick Kelly, Head of US Sports Marketing at Anheuser-Busch InBev is the most recent addition to Portada’s Sports Marketing Board. He will take the Portada NY stage on September 12 to discuss sports marketing’s imminent issues. Why it matters: Sports marketing has grown to a great extent in the last years. Nick Kelly is one of the brilliant speakers that will share their expertise with Portada NY attendees at the Westin Times Square.
Nick Kelly first arrived at Anheuser-Busch in 2014. Back then he filled the role of Director of Experiential Marketing, Sports. As such, he learned a great deal about effective ways to use sports properties. The task wasn’t easy: he had to drive the growth of sports fans’ loyalty and love for A-B’s brands.
However, Kelly was no amateur. By the time he began at A-B, he already had 2 and a half years of experience at NASCAR under his belt. As Marketing and Communications Lead, he developed a strategy that helped increase family ticket-sales by 300%. Moreover, he played a key role in the negotiations that secured important partnership closings and renewals.
Therefore, he was ready to deal with whatever challenges A-B had for him in 2015. The company renegotiated 70 of its 88 domestic team sponsorships within his first 18 months on the job, and renewed deals with the NBA and NFL.
A bit later, in 2017, Nick Kelly was bringing a whole new perspective to experiential marketing. A-B’s way of engaging with consumers was completely evolving. About that, he told Portada: “A-B has drastically shifted its model for how to activate sports. We’ve taken a hard pivot from being present to actually having a meaning.”
Kelly had a chance to really prove that in 2018. By then, A-B had promoted him to Head of U.S. Sports Marketing. Budweiser was the FIFA World Cup’s official beer, which meant the best possible opportunity to raise awareness of the brand across the world. Thus, A-B put together a big global campaign to make sure everyone had “a bud” on one hand while watching the tournament.
We’ve taken a hard pivot from being present to actually having a meaning.
Learn From Nick Kelly Live
Portada is thrilled to welcome Nick Kelly to the Sports Marketing Board. This unit of Portada’s Council System will hold its next in-person meeting at Portada Los Angeles, at the Grand Sheraton Hotel. Attendees will have a chance to listen first-hand to all the brilliant speakers of the list. Also, there’ll be plenty of networking opportunities.
Lauren Wormser has been promoted to Partner, Communications Planning Director at MediaCom. She first started working at MediaCom in 2005.
Cholula has appointed industry veteran Maura Mottolese as Chief Executive Officer. Motolese brings more than two decades of experience in the food and beverage industry, most recently having served as the CEO of Tate’s Bake Shop.
Headway, a business unit of Entravision Communications Corporation, announced the appointment of Luis Barrague as Chief Executive Officer. Barrague joined Headway in 2013. As Chief Operating Officer, he led the company’s global operations, including its technology and product initiatives.
Oscar Campos has been promoted to Creative Director at Cardenas Markets LLC.
Johnson & Johnson has parted ways with CMO Alison Lewis after 5 and a half years on the job. According to the company, the idea is to implement “a new business model that streamlines priorities, allows us to operate more efficiently, and increases our investment in categories that offer high potential for growth and where we can make a positive impact on consumers’ lives”.
Samsung Electronics America is said to have fired 15 to 25 of its marketing team of about 200 people. The company’s Chief Marketing Officer, Mac Mattieu, and head of media and planning, Jay Altschuler were among the top executives who have left.
What: A summary of the most relevant consumer insight research in the U.S., U.S. Hispanic, and Latin American markets. Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.
According to Zenith‘s Media Consumption Forecasts, people around the world will spend an average of 800 hours using the mobile internet this year. By 2021 the total will rise to 930 hours, or the equivalent to 39 full days. Across the 57 countries that were surveyed, people will spend a collective 3.8 trillion hours using the mobile internet this year, rising to 4.5 trillion hours in 2021.
FinTech adoption among consumers has nearly doubled over the past 18 months, according to the latest EY Global FinTech Adoption Index. Globally, 64% of digitally-active consumers across 27 markets use FinTech. US consumer adoption has grown 29.5% in the last four years, and 96% of global consumers are aware of at least one money transfer and payment FinTech service.
Mobile marketing company Motiveexpected77% of Americans to celebrate Fathers Day, spending about US $16 million on gifts. It’s likely that most fathers got clothing (43%), giftcards (42%), and books & CD’s (22%).
Research by Accenture found more than half of consumers said they would pay more for sustainable products designed to be reused or recycled. The survey of 6,000 consumers in 11 countries across North America, Europe, and Asia found that while consumers remain primarily focused on quality and price, 83% believe it’s important or extremely important for companies to design products that are meant to be reused or recycled. Nearly three-quarters (72%) of respondents said they’re currently buying more environmentally friendly products than they were five years ago, and 81% said they expect to buy more over the next five years.
Sumo Heavy’s survey of more than 1,000 U.S. consumers found that only one out of five consumers have shopped using a voice assistant like Amazon Alexa or Apple’s Siri. Less than half (46%) of U.S. consumers said they never use voice assistants, while another third said they rely on them regularly. Fewer than half (42%) of frequent voice assistant users have shopped with voice commands.
According to a survey by Deloitte, about 53% of people born between 1983 and 1996 now subscribe to gaming services, versus 51% who pay for television. That is compared with Deloitte’s survey last year, in which paid subscriptions among millennials were 44% for video games and 52% for television.
UBS Evidence Lab‘s survey of 2,029 adult consumers who visited a fast-casual restaurant at least once a month found that McDonald’s is the best positioned among its peers. According to the survey, the most commonly cited reasons to visit McDonalds more often are good value and promotions. Only 18% of respondents said that nothing would make them go more. Burger King and Wendy’s were ranked in second and third place, respectively.
Canela Media, a digital media technology company, announced its official launch in the U.S. market to help brands reach multicultural consumers at scale. Canela Media’s founder and CEO Isabel Rafferty recently received the Culture Marketing Council’s 2019 Rising Star Award.
Mark Evans has been promoted from Marketing Director to Managing Director of Marketing and Digital at Direct Line Group.
Global communications service provider Ericsson has appointed Stella Medlicott as senior VP and Head of Group Function Marketing and Corporate Relations. Medlicott currently holds the position of VP, Marketing & Communications and Government & Industry Relations in Europe and Latin America.
McAlister’s Deli has announced that Natalia P. Franco is the company’s new Chief Marketing Officer. In her new role, Franco will be responsible for leading, developing and executing marketing strategies and programs.
Etsy Inc. has named Ryan Scott Chief Marketing Officer, effective June 24, 2019. In this newly-created position, Scott will have global responsibility for Etsy’s digital marketing, advertising, brand, communications, and market research and international growth initiatives. He will be based at Etsy’s headquarters in Brooklyn, N.Y., and report to CEO Josh Silverman.
Jose Bello is moving from Hearts & Science, where he served as Senior Director of Total Market for the last 3 years, to a new role as Director, Multicultural and Latam at another Omnicom company: Icon International. Jose will be based out of the newly-opened satellite office in Fort Lauderdale.
After reporting a US $1.01 billion loss on its first quarterly financial report, Uber has announced that Barney Harford, the Chief Operating Officer, and Rebecca Messina, the Chief Marketing Officer, are both leaving the company. Jill Hazelbaker, who runs policy and communications, will add the marketing department to her portfolio. Messina’s tenure at Uber lasted just nine months.
NBCUniversal Owned Television Stations has appointed Jeffrey Stone as Chief Financial Officer. In this role, Stone will manage the financial operations for NBCUniversal’s division that includes 42 NBC and Telemundo owned stations, a regional news network, two multicast networks, and their subsidiary businesses.
GroupM announced a series of U.S. leadership changes implemented by Tim Castree, who was appointed North American CEO last December. Matt Sweeney has been appointed Chief Investment Officer, GroupM U.S. Lyle Schwartz has been promoted to Chief Integration Officer, GroupM U.S. Beth LeTendre has been named CEO of GroupM Performance U.S., where she will lead Xaxis and other performance marketing functions. Jill Kelly joins GroupM as U.S. CMO.
Alejandro Ortega is now SVP at Flimper. In his role, he will drive the company’s growth from its Miami offices.
Being Latino and HLC Media Group have announced a joint venture with the launch of BELatina, a new digital publication for the English-dominant, bicultural Latina. BELatina brings together two industry veterans—Lance Rios, Founder and President of Being Latino and Co-Founder of Supreme Digital, and Lisa Cavalli, Founder of HLC Media Group and HipLatina.
What: Kantar has published the results of a study that aims to understand millennial households in Latin America. Why it matters: A quarter of the population of Latin America is millennial, and they account for 24% of total FMCG spend – equivalent to US $30 billion dollars.
Millennials are on every marketer’s mind, for one reason or another. In Latin America, they account for 24% of total FMCG spend, equivalent to US $30 billion dollars. Most of them are grown-ups, which means marketers should be thinking of understanding not only how they behave, but also how they fulfill their responsibilities and care for their families.
Kantar has released the results of a study titled Demystifying Millennial Families that aims to provide the full picture: what’s on millennials’ minds? What are their households like? What are their priorities? While it’s true that they are digitally connected all day every day, this also means they expect products, services, and experiences to be personalized, so brands need to be able to tailor their message specifically for their target if they wish to make an impact. Below are a few of the study’s main findings.
Millennial Families: What Makes Them Different
According to Kantar’s report, 8 in every 10 millennial households have young children, defining to a great extent the family’s cares and concerns. Two-thirds (66%) of these households are low-income families, and half are getting by on a single income. Half of millennial housewives in Latin America do not have jobs and the ones who do only work part-time. If we add to that the financial pressures of the country they live in, millennials have it difficult. Because of this reason, they are switching to economy brands and looking for special promotions.
High-income families, on the contrary, represent 34% of the millennial population in Latin America. They tend to have smaller families, of one or two people and are less likely to have kids.
What Do They Buy?
To a great extent, what millennial families buy (and how they buy) depends on their income and whether they have children. The report shows 63% of high-income families own a car, compared to only 22% of low-income families.
Millennials are also spending a big percentage of their budget on groceries, ande-commerce is growing fast in this category. As said in the report, this is set to be an increasingly key channel through which to reach millennials, with value share expected to reach 5% in Argentina and 3% in Brazil and Mexico by 2025.
The products in millennials’ baskets are directly related to their families’ needs. Diapers, powdered milk, snacks, biscuits, and bread are the most-bought products among low-income households, making up 15% of the value share. UHT milk, beer, yogurt, pet food, and cheese are the top categories (14.5% value share) for high-income families. As for their online purchases, personal care products make up almost half of all FMCG products bought online by millennials, twice that of the general population.
As the report concludes, marketers really need to be aware that the millennial generation has grown, and so have their hopes and responsibilities: “It’s time to revisit millennial shoppers and adjust our view of who they are – recognizing the line that exists between high-income and low-income households. Only then can we successfully reach, target and engage this vitally important group.”
What: A summary of the most relevant consumer insight research in the U.S., U.S. Hispanic, and Latin American markets. Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.
According to an AlphaWise/MorganStanleysurvey, about 40% of U.S. consumers think Netflix has the best original programming among premium TV and over-the-top (OTT) subscription video services, up 1% year-over-year (YoY). The next highest ranked service was HBO, with 11% saying it had the best original content, down from 14% last year. Hulu ranked third, with 6% saying it had the best originals, versus 4% last year.
Medline Remedy® Dermatology Series announced the results of a survey meant to find out what U.S. consumers know about their skincare products. The results show 74% lack confidence that they’re using the right moisturizer for their skin; 84% aren’t knowledgeable about the ingredients in their moisturizer; 73% think the more you moisturize the more hydrated your skin will be (False); and 61% believe that using a moisturizer can prevent wrinkles (False).
According to Hub Research’s Best Bundle survey of 1,631 U.S. consumers ages 16 to 74, 24% of consumers feel they have too many online TV subscriptions, up from 14% in 2018. One-third of respondents said they would drop at least one service they have now before adding a new subscription, but 64% said they would keep all current subscriptions even if they add a new TV service.
A recent survey of consumers from the U.S. & U.K. by Globalwebindex found 42% of consumers said that products that have packaging made from recycled and/or sustainable materials are important in their day-to-day shopping. The percentage of consumers globally who have said they are willing to pay more for eco-friendly packaging has grown from 47% to 59% in seven years. More than half of people surveyed said they’re now making a conscious choice to use less disposable plastic than they were doing a year ago.
Findings from MRI’s Survey of the American Consumer show that one-quarter of Hispanic Millennials agree that speaking English is “a priority” in their homes. That is 16% higher than the overall Hispanic average. Also, 42% of Millennials agree completely that “being part of American culture is important to me” (10% above average).
Montreal-based Sid Lee has tapped Andy Bateman as its first U.S. Chief Executive Oficer. Sid Lee, which is part of the Hakuhodo DY Holding’s Kyu group, hopes Bateman’s experience in digital, data and C-suite-level business consulting will help it to scale in the U.S.
New York Media, owner of New York Magazine, has named Jacqueline Cinguina as its first CMO. Previously head of sales marketing, Cinguina now takes on the larger task of unifying marketing efforts across New York Media’s brands and building out its e-commerce strategy.
Uwe Dreher is the new Vice President of Marketing at BMW North America, effective July 1. Dreher will serve as a member of the company’s executive management team and will oversee all marketing communication and product planning for the BMW brand within the U.S. market.
Tyson Foods has named Noelle O’Mara as its Chief Marketing Officer. Previously General Manager and Senior Vice President of Jimmy Dean and Tyson, O’Mara will be responsible for overseeing all of Tyson Foods’ brands including Jimmy Dean, Ball Park, and Hillshire Farm.
Location Sciences Group PLC has announced the appointment of Donald “Donnie” Williams as a non-executive director of the company with immediate effect. Donnie has worked at Horizon Media, Inc. for nearly 13 years and has served as Chief Digital Officer since 2010.
After eight months at the post, Joy Howard has stepped down from her role of CMO at Lyft. Instead of a CMO, Lyft will now have a VP of Marketing Operations and a VP of Brand. Heather Freeland, previously Head of Global Communications at Facebook, will fill the former, while Google marketer Jabari Hearn will take on the latter.
Prisa Brand Solutions announced the appointments of Ashley Perkins as East Coast VP of Sales and Laura Saldivar as West Coast Sales Director. Perkins will be based in New York and Saldivar in California. They will focus on sales strategy and business development in the United States.
Church’s Chicken has appointed Brian Gies as CMO. Gies replaces Hector Munoz, who has taken up the CMO role at rival chicken brand El Pollo Loco.
Jeff Collins has been named Executive Vice-President of Ad Sales at Fox News. Collins will succeed and report to Marianne Gambelli. He will oversee the Fox News Channel, Fox Business Network, Fox News Digital, Fox News Radio, Fox News podcasts and subscription streaming service Fox Nation.
Publicis Groupe is appointing Delphine Stricker as new Vice President/Director of Communications, replacing Peggy Nahmany who left earlier this year to join The Thales Group. Stricker will be in charge of Publicis Groupe’s global communications efforts.
Interpublic Group announced that is has appointed Pete Stein as Global Chief Executive Officer of Huge. As Global CEO, Pete will be based in Brooklyn, NY, where he will lead 1,400 people across thirteen offices.
ViralGains has announced a significant expansion of its leadership team. Safaa Lafnoune has been appointed Vice President of Product. Beth Laplante has joined the firm as Director of Customer Experience. Alex Reuter and Michael Lubavin have been promoted to Directors of Engineering.
Leo Burnett Worldwide has named Liz Taylor its Chief Creative Officer. Starting July 8, Taylor will lead the creative direction of the global agency network and help build the agency’s offering and culture. Taylor will take on a hybrid role as North American creative lead of Publicis Communications.
Comscore CEO Bryan Wiener has departed the company after less than a year over what he called “irreconcilable differences.” The measurement firm’s president Sarah Hofstetter has also left over “differences with the board over how to execute the company’s strategy.” Dale Fuller will serve as interim CEO as Comscore begins to search for a replacement.
We are looking at Nielsen’s social content ratings of the week of May 13 to 19 in order to get a good sense of which social platforms are the best tool to engage with viewers and to learn where audiences are, what they’re watching, and what they’re saying.
On Sunday night, Game of Thrones set an HBO ratings record as 19.3 million viewers tuned in to watch the series’ final episode in the U.S. After 9 years since season 1, fans all over the world watched the ending of the TV show that some say ushered the new Golden Age of television.
HBO reaches fans at home through HBO and HBO Latino, as well as through its OTT Streaming Service HBO Go. It has inspired Netflix, Apple, and Amazon to look for “their own Game of Thrones” show, with mixed results. Even HBO has ensured dollars keep coming in and has planned up to five spin-off shows.
Most Game of Thrones viewers are millennials, as research shows. The show is a great case study in marketing for this generation, as it has managed to build a powerful brand via strong community building, strategic content marketing, and appropriate use of channels and resources.
Interestingly, most interactions about Game of Thrones happen on Twitter, and this is directly related to the fact that most Twitter users are millennials. Data shows 80% of Twitter users are millennials; in fact, a study about online behavior shows, together with Facebook, it’s one of the only social networks that have survived from the list of platforms they used 10 years ago.
According to Nielsen’s Weekly Social ratings, Game of Thrones has been on the top three shows with most interactions on social media since the 8th season started. The series finale generated 7.4 million interactions, and 7.2 million took place on Twitter. This accounts for 32% of interactions about the top 10 TV episodes of the week.
When we look at the rest of the shows on the top 10, we find that most interactions happen on Instagram. On spots two and three respectively, American Idol generated 4.5 million interactions (80% on Instagram) and the NBA Draft Lottery generated 2.8 million (64% on Instagram).
See the rest of the top 10 shows of the week below.
Global media and advertising technology company Entravision Communications Corporation has announced the appointment of Karl Alonso Meyer as Chief Revenue and Product Officer, effective immediately. Based in Los Angeles, Meyer will be responsible for leading all of Entravision’s sales and revenue strategy and initiatives.
Coty Inc. has appointed Fiona Hughes as Chief Marketing Officer, Coty Consumer Beauty, and as a member of the Executive Committee, effective June 12, 2019, reporting to Pierre Laubies, Coty CEO & Consumer Beauty President.
National Restaurant Association and National Restaurant Association Educational Foundation President & CEO Dawn Sweeney announced today that she will step down when her current contract ends at the end of 2019. Until then, she will continue to lead the Association and Foundation, gain Board approval for the 2020-2024 strategic plan, and assist Board leadership in the search for a new CEO.
Focus Brands Inc. announces that global industry leader Dan Gertsacov will join its executive team in the newly-created role of Global Chief Marketing Officer. Gertsacov joins Focus Brands from Arcos Dorados, the world’s largest independent franchisee of McDonald’s, where he held the title of Chief Marketing and Digital Officer.
KFC U.S. has named Monica Rothgery its new Chief Operating Officer, effective immediately. In her new role, she will oversee operational strategy and execution, improve processes, new labor models and technology integration. She joined KFC U.S. in August and has worked at Yum Brands for nearly 30 years, originally joining in 1992 as a General Manager at Taco Bell.
Equinox hired Seth Solomons as the company’s new Chief Marketing Officer, reported AdAge. Vimla Gupta, Equinox’s previous Chief Marketing Officer, was appointed a year-and-a-half ago. According to his LinkedIn, Solomons started in the ’90s with Wunderman before becoming Global CMO at Digitas, where he spent 11 years. Since 2015, Solomons has been the global CEO at Wunderman.
Felix Palau is now Group Brand Director, Tequila at Proximo Spirits. He previously filled the role of SVP, Marketing, Heineken Brand at The Heineken Company.