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

(Looking for your next Career move? Check out Portada’s Career Board!)

 

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.

Source: Kantar, Demystifying Millennial Families

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, and e-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/Morgan Stanley survey, 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).

 

 

 

 

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

(Looking for your next Career move? Check out Portada’s Career Board!)

 

 

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.  

 

 

 

 

 

 

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

(Looking for your next Career move? Check out Portada’s Career Board!)

 

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.

RANKNETWORK / PROGRAM / DATEINTERACTIONS
(000)
FacebookInstagramTwitter
1HBO

Game of Thrones

5/19/19

7,401531157,232
2ABC

American Idol

5/19/19

4,5155383,656321
3ESPN

2019 NBA Draft Lottery

5/14/19

2,8581241,809925
4CBS

The Big Bang Theory

5/16/19

1,8072131,379214
5CBS

The Late Show With Stephen Colbert

5/15/19

1,58585821,418
6USA Network

WWE Monday Night RAW

5/13/19

1,373731,076224
7ABC

Grey’s Anatomy

5/16/19

1,0945896372
8CBS

Unraveling the Mystery: A Big Bang Farewell

5/16/19

1,0854894196
9USA Network

WWE SmackDown!

5/14/19

88246704131
10The CW

Riverdale

5/15/19

7925476311

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

(Looking for your next Career move? Check out Portada’s Career Board!)

 

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.

 

 

 

 

 

 

 

What: First Insight has released the results of a study that examined the shopping behavior of U.S. and U.K. consumers, and found that millennials are still the biggest contributors to the success of certain retail models.
Why it matters: Millennials’ growing shopping power forces brands to identify the right ways to connect with this generation.

 

First Insight has published the results of a consumer study conducted in the U.S. and the U.K. to examine shopping habits, purchase behavior, and influences driving purchase decisions. The survey was answered by a sample of more than 1,000 U.S. consumers and 565 U.K. respondents. The study revealed that millennials contribute more than any other generation to the success and longevity of certain retail models, as they tend to spend more, shop more often, and are more open to adopting new retail models such as subscription boxes.

“Where millennials shop, how they shop and when they wear the brands they love are direct reflections of how they define themselves,” declares First Insight’s report. “To tap into this lucrative group of shoppers, retailers must be able to connect with this generation through the right shopping experiences and unique products at the right price.”

 

The Biggest and Most Impulsive Spenders

According to First Insight’s study, millennials in both the U.S. (74%) as well as the U.K. (58%) are most likely to spend more than $50/£50 per visit in-store as well as online. This compares to 71% of Generation X and 65% of Baby Boomers in the U.S., and 42% of Generation X and 38% of Baby Boomers in the U.K.

In both the U.S. and the U.K., millennials have the highest added-to-cart percentage rates both in-store and online. In the U.S., 87% of millennials said they “sometimes or always add items to their carts they weren’t planning to buy when shopping in-store.” This compares to 86% and 78% of Generation X and Baby Boomer respondents, respectively. U.K. respondents mirrored these responses closely: 83% of millennials said the same, followed by 76% of Generation X and 69% of Baby Boomers.

 

Subscription Boxes: A Hit Thanks to Millennials

First Insight’s data shows that usage of subscription box services is driven primarily by millennials, as 31% of respondents from this generation are currently receiving subscription boxes in the U.S. versus 21% and 8% of Generation X and Baby Boomers, respectively. In the U.K., 32% of millennials versus 22% of Generation X and 10% of Baby Boomers are currently subscribers.

However, data shows a significant difference between U.K. and U.S. shoppers when considering the longevity of this model. While in the U.S., 32% of study participants intend to subscribe in the next six months, only 13% of U.K. respondents said the same. Also, significantly more U.K. respondents said they “never subscribed” to subscription boxes than those in the U.S. While 49% U.K. Millennials, 63% of Generation X and 84% of Baby Boomers reported they never subscribed to a subscription box service, in the U.S., 33% of Millennials, 48% of Generation X and 64% of Baby Boomers said the same.

 

Millennials Like to Show Their Love

As the report explains, “Flexing is to wear or display brands to show a personal association with the brand. This can be done to display wealth or status, or to make a statement.” One of the study’s findings was that sports brands are the most popular for flexing in both the U.S. and U.K., with millennials the most likely to flex all brands across every category. In the U.S. and the U.K., respectively, an average of 23% and 24% of respondents said they are flexing sports brands, while only 17% of U.S. respondents and 21% of U.K. respondents flex luxury brands. 

When it comes to items being flexed, people in both the U.S. and the U.K. are flexing clothing the most (57% vs. 51% of U.K and U.S. respondents, respectively), followed by shoes (35% of U.K. respondents and 42% of U.S. respondents), and accessories like watches, jewelry and bags (20% of U.K. respondents and 28% of those in the U.S.)

 

What: IAB Mexico has presented the results of its 11º Study of Media and Device Consumption, based on a survey of 1297 Mexican internet users.
Why it matters: The media landscape has evolved a great deal in the last 10 years; advertisers need to understand the different types of internet users to be able to cater to their needs in an effective way.

 

In a private event held in Mexico City this week, IAB Mexico presented the results of its 11º Study of Media and Device Consumption, developed by Kantar with sponsorship from Televisa Digital. In this edition, the study explores the habits of Mexican internet users and their relationship with digital advertising by dividing their behavior into four areas that correspond to the different devices, platforms, and activities related to the online world: digital, social, entertainment, and e-commerce.

In order to find out how consumers’ online habits have changed in the last 10 years, 1297 people between the ages of 13 and 70 were surveyed (49% women; 51% men), and their answers revealed that the percentage of connected population in Mexico grew from 30% to 67% (about 75.8 million internet users).

 

Digital Devices Continue to Rise

According to the study, there’ll be about 29 billion connected devices by 2022. Today, 90% of Mexican internet users own a smartphone, and 7 in every 10 declare owning a complementary device such as Smart TVs and speakers, wearables, streaming devices, etc. As explained in the report, “accurate understanding of all the different types of internet users provides the industry with tools to segment them according to their needs.

 

Social Media: Your New Best Friend?

A big majority (84%) of Mexican internet said they use an average of 4 different social media every day, and even though most of the social networks that were predominantly used 10 years ago have disappeared, two of them (Facebook and Twitter) are still on the top three.

As the study shows, users go to social media both to consume (86%) and to create content (94%), and 61% say they follow their favorite brands in order to keep themselves informed about news, discounts, and other consumers’ opinions. “In the last ten years, social media have evolved from a social communication space to a key ally for brands,” says the report.

 

Online Streaming Gives Consumers Freedom to Choose

From music to TV and videogames, 83% of surveyed respondents declared having access to online streaming services. The video platforms with more sustained growth are Netflix, Claro Video and Prime Video; Spotify leads the music category; and Xbox and Twitch are the videogame streamers with more users.

According to the report, advertisers have an opportunity to gain consumers’ attention provided that they take into account what really matters to them. Only 18% of viewers say they “always pay attention” to online ads, and the main reasons why the remaining respondents pay attention “sometimes” or “never” is that ads are simply not attractive, or that they feel their experience is being interrupted in an annoying way.

 

A Majority of Respondents Have Tried E-Commerce

Even though the growth has been slow, the study reports that e-commerce is gaining relevance among Mexican internet users, as 67% declares having completed an online purchase recently. Among the main reasons why they decided to buy online, they said “there was a special offer”, “it was quick and easy”, or “it was cheaper”. One of the things that have favored this growth, as said in the report, is the increase of connectivity both in and out of the store that allows consumers to compare prices. In average, consumers completed 3.5 e-commerce activities, with the top 5 categories being bank transactions, payment of services, clothes, electronic devices, and music.

However, it is still difficult to get the remaining 33% to make purchases online. Among those who declared not completing any transactions online recently, the main reasons were not having a credit card (42%), distrust when asked to share personal information (36%), and a wish to see the product before buying it (29%).

 

All images except feature image by Freepik.

Feature image by IAB Mexico / Kantar 

What: Conviva’s 2019 State of the Streaming TV Industry report shows 47% of all streamed ads fail to engage viewers.
Why it matters: Viewers disengage and lose their patience when facing errors such as slow buffering and long waiting times, and sometimes end up abandoning OTT platforms altogether.

Conviva’s 2019 State of the Streaming TV Industry report shows almost half (47%) of all streamed ads fail to live up to their content, making viewers disengage and lose their patience facing errors such as slow buffering and waiting times. According to the report, “after just a five-second delay in ad playback, 13.6% of the audience stops watching”, running the risk of turning consumers off from the service altogether.

The main issue is seamlessly matching the advertising experience with the actual content so that viewers won’t lose interest after a tech hiccup on a part of the process which, for some users, already feels mandatory. Ad selection, delivery, and playback do not reach consumers as intended, and Conviva’s report reveals that “the first order of business is to ensure ads are delivered at the broadcast-level quality users expect”, a step much more basic than worrying about ad effectiveness and inventory monetization.

On the bright side, tackling some of streaming’s most pressing issues, the report also shows a 34% improvement on the global quality of buffering rates, a 17% picture quality betterment, 35% fewer video start failures, and 8% faster start times. All major streaming device developers know consumer retention depends on providing an immediate, uncomplicated, fail-proof viewing experience, so advertisers must think of a way of making ads less of a formality and more of a prelude for the show.

 

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 Viant’s people-based platform, which consists of more than 250 million registered users, Game of Thrones fans’ liquor preferences have changed since 2017. Namely, they’re 11% less likely to buy Bacardi, 12.8% less likely to buy Johnnie Walker, 6.2% less likely to buy Grey Goose and 2.8% less likely to buy Absolut. These days, GoT viewers are 21% more likely to buy Jameson, 19% more likely to buy Tito’s and 14% more likely to buy Malibu compared to non-viewers of the show.

 

  • Media agency UM has released the results of its 10th “Wave” study, which tracked more than 56,000 active internet users across 81 countries, evaluating trust in social media. Only 8% of internet users believe that the bulk of information shared on social media is true, dropping to 4% when it comes from influencers. According to 12% of global respondents, even governments are more trustworthy than most celebrity influencers (in the U.S. this number falls to 6%).

 

  • According to a study by DoSomething Strategic, which surveyed 1,908 DoSomething.org members ages 13–25 about their awareness of 88 retail and consumer brands’ support of social causes, platforms and issues, 66% of young consumers say that a brand’s association with a social cause positively influences their overall impression of the brand, and 58% say this association will affect their likelihood of purchasing that brand. However, an average of just 12% of respondents had “top of mind” associations between brands they were familiar with and a social cause of platform.

 

  • A new Consumer Technology Association (CTA) study shows that almost one-third (31%) of U.S. homes now own a smart speaker, up from 8% three years ago. Smart appliances (light bulbs, thermostats, home security, cameras, and robotic vacuums) are owned by 17% of the households. CTA projects that smart home devices will see the largest gains in household adoption next year. In wearables, smartwatch adoption grew 5% to reach 23% of households and fitness trackers grew 4% to reach 29% of U.S. households.

 

  • According to a new Pew Research Center survey, most U.S. adults (66%) are satisfied with the racial mix in their area. A majority (54%) says children should go to local schools, even if that results in most schools being less diverse. Fewer (42%) say children should go to schools that are racially and ethnically mixed, even if that means some students go to school outside of their local community.

 

  • A recent Nielsen survey of over 20,000 consumers shows that buying local has high awareness among U.S. consumers, topping the charts at 46%. However, not all consumers agree on what “local” means. Nielsen found that the highest agreement for a definition was for shelf-stable goods, with 34% of respondents saying products in this category can be local as long as they come from within the U.S. When asked about which products consumers really care about buying local, produce tops the list, as 58% of respondents said that buying local produce is important to them. The majority of consumers also say local is important when it comes to bakery, eggs and food service.

 

 

 

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

(Looking for your next Career move? Check out Portada’s Career Board!)

 

David Levy has been named CEO of OpenAP, the Fox group’s advanced advertising consortium. A founding member of OpenAP, Levy is Executive Vice President, digital revenue, advanced ad products and operations at Fox Corp.

 

 

 

 

 

For the first time ever, Omnicom Media Group has appointed a woman to a Global Chief Executive Role. Philippa Brown, who previously served as CEO for Omnicom Media Group U.K., has been promoted to the role of CEO for PHD Worldwide, effective July 1. She will be based in London and report to OMG CEO Daryl Simm.

 

 

 

 

Rahul Sabnis has been named Chief Creative Officer and Executive Vice President at TheStudio, a newly-branded in-house creative group at media company iHeartMedia. Rahul joins iHeartMedia from MullenLowe Profero, where he was Executive Creative Director and Head of Creative.

 

 

 

 

Groupon has appointed Craig Rowley as Global Chief Marketing Officer, replacing Vinayak Hegde. In this role, Rowley will oversee Groupon’s global marketing channel. He will report to Chief Operating Officer Steve Krenzer.

 

 

 

 

 

Dentsu Aegis Network has rearranged its U.S. media management team. Michael Law has been promoted to president of Amplifi, the group’s investment and innovation arm. He previously served as Executive Vice President/Managing Director, DAN, U.S. Media Investments. Andy Donchin, who has been the firm’s Chief Investment Officer, has been promoted to chairman of Amplifi. Lucas Cridland has been appointed to COO, DAN Media, U.S.

 

 

Bumble has hired Drew Jaz as its first Global Creative Director. He previously led the Intel account at Mcgarrybowen in San Francisco and worked closely with the brand’s now-defunct in-house shop, Agency Inside.

 

 

 

 

 

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

(Looking for your next Career move? Check out Portada’s Career Board!)

 

Omnicom has appointed Audrey Melofchik to President, DDB New York in addition to her current role overseeing Velocity OMC, Omnicom’s dedicated Johnson & Johnson agency. In her new role as dual President, she will have the same role and responsibilities at both agencies, reporting directly to Paul Gunning, President and COO of DDB U.S.

 

 

 

Leo Burnett has announced that executive chairman Mark Tutssel will retire after 34 years with the company. After a career as a leading creative director who helped drive Leo Burnett as a top agency, Tutssel will leave in June after aiding the transition process. He will work with Nick Law, chief creative officer of Publicis Groupe, and the Leo Burnett Global Creative Council, to aid its evolution.

 

 

 

Disney has tapped Fox Television Group’s CMO Shannon Ryan as President of Marketing for ABC Entertainment and Disney Television Studios. In this role, Ryan will overlook marketing, publicity, and communications for the network and Disney TV Studios.

 

 

 

 

LBI Media, a Spanish-language broadcasting company in the U.S., announced that it has appointed Wynette Gallegos Ortiz as director of sales for the Houston market. Ortiz has been with LBI Media since 2001. In this role, she will be responsible for staff recruitment, training, and development, as well as sales performance and revenue growth for LBI Media’s cluster of television and radio stations.

 

 

 

GroupM’s global data and measurement-driven media agency Essence has named Kyoko Matsushita the company’s first Global Chief Client Officer. Matsushita currently serves as Essence’s APAC CEO. She will continue to oversee the region as she transitions to her new global role.

 

 

 

 

What: A summary of the most relevant consumer insight research in the US, US 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.

 

  • Kantar has published the results of a study titled Trends: Mexican Consumer, Shopper and Retail, which shows that 87% of young Mexicans feel they can change the world through their actions. 71% try to purchase products in recycled or reused packaging, while 45% choose companies that follow clear and committed environmental policies.

 

  • According to new Digital Lives Study data from the Culture Marketing Council, the 13-49 social media influencer follower market is a multicultural majority; 55% (6.7 million) of 13-17 followers are multicultural, 51% (31.3 million) of 18-49 are multicultural. Sixty-nine percent of Hispanic teens and 51% of non-Hispanic teens see the influencer as a trusted source and would consider buying the brand or service they feature.

 

  • New research from the Harris Poll and ZestFinance shows deep dissatisfaction among most Americans with the traditional credit scoring system. More than half (54%) of loan applicants don’t even have a clear understanding of why they receive the interest rate they do from a lender, while a majority (70%) say it is difficult finding lenders who will look at them as something other than their credit score. 7 in 10 American adults (71%) wish there was another way to prove themselves to credit lenders outside of the standard credit score. Hispanics (82%) and African Americans (81%) are more likely than Whites (67%) to want lenders to look at additional factors in lending decisions.

 

  • According to survey conducted by Ipsos on behalf of Charlie Finance, 46% of American women who are single/have never been married say that they would rather be in a relationship with someone who has bad credit (credit score below 500) over someone who has a tattoo of their ex (54%). Another 45% say that they would rather go on a first date with someone who has moderate credit card debt ($5k – $10k) over someone who doesn’t vote in political elections (versus 55% who disagree). Only a third (34%) believe that being in a serious relationship brings financial security (versus 66% who disagree).

 

  • A U.S. survey conducted by Simmons Research in August 2018 found that 27.4% of parents said they were more likely to buy products they see used or recommended by friends on social sites, higher than the one-fifth of total adult respondents. Mothers were almost twice as likely as fathers to say the same. Parents were more likely to be influenced by social ads vs. adults overall, among whom just 13.0% of total adults said they were more likely to buy goods they see advertised on social. The survey also found that 44.7% of mothers and 36.4% of fathers acknowledged that advertising “helps me learn about the products companies have to offer.”

 

  • According to the annual survey released by the National Retail Federation, Mother’s Day spending is expected to total a record US $25 billion this year, up from $23.1 billion in 2018. A total 84% of U.S. adults are expected to celebrate in honor of their mothers and/or other women. Consumers ages 35-44 are likely to spend the most at an average $248, up from $224, and men are likely to spend more than women at $237 compared with $158.

 

 

 

 

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

(Looking for your next Career move? Check out Portada’s Career Board!)

 

The Kraft Heinz Company has appointed Miguel Patricio as CEO effective July 1, 2019. Patricio will succeed Bernardo Hees. Patricio will join the company after a successful career spanning two decades at Anheuser-Busch InBev, where he most recently served as Global CMO.

 

 

 

 

Digital trading platform Gumtree has announced the appointment of newly-installed CMO Claire Howard-Jones, who has assumed responsibility for marketing across Gumtree’s full product portfolio. She has two decades of experience with brands such as eBay, Amazon, Sainsbury’s, and British Airways.

 

 

 

Snapchat has named former McDonald’s marketer Kenny Mitchell as its first CMO. Mitchell will report directly to founder Evan Spiegel. He will be tasked with leading all consumer and product marketing for the business and its flagship app.

 

 

 

Amazon has hired Andrew Saunders to head its entertainment marketing division. Saunders has been tasked to educate customers by “building meaningful connections for them across entertainment and culture”. The marketer previously served as head of global brand strategy and marketing at Tastemade, a digital food and travel publisher.

 

 

 

LatinWorks, one of Austin’s most recognized advertising firms, announced that it is changing its name to Third Ear as part of a rebranding effort aimed at expanding its market capabilities. The decision is is not being directed by LatinWorks’ parent company, Omnicom Group, according to co-founder and CEO Manny Flores.

 

 

 

Omnicom Group media agency OMD USA is cutting five senior executive positions. The jobs being eliminated are: OMD East President Patty Sachs; OMD West President Greg Castronuovo; OMD Midwest President Lisa Bradner, CMO Laurel Rossi; and a managing director role at OMD Create, the agency’s innovation and prototyping unit, now held by Kerry Perse. The regional teams will report directly to OMD USA CEO John Osborn.

Media Global Group is proud to announce Vanessa Wallin as the new Director of Sales. Wallin will be responsible for the sales team.

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

(Looking for your next Career move? Check out Portada’s Career Board!)

 

The Miami Dolphins announced the appointment of Sebastian Trujillo as Senior Director of Multicultural Partnerships. Trujillo will lead efforts to drive revenue through the multicultural sector. He brings vast experience in sales strategies, multi-year deal campaigns and brand development investments for the U.S. Hispanic market and Latin America.

 

 

 

 

 

Matthew Anderson is departing BBH New York to join Havas New York as CMO. This is a newly created position at parent Havas.

 

 

 

 

 

 

Havas Creative has appointed Tracey Barber, currently Group CMO UK & Europe, to the role of Global CMO, effective immediately. Additionally, Barber will continue to be responsible for the UK Group, where she oversees both its creative and media agencies.

 

 

 

 

 

GroupM agency Wavemaker has hired Adam Puchalsky, previously managing director of UM Studios North America, as Global Head of Wavemaker Content.

 

 

 

 

 

 

Omnicom Media Group CEO John Wren announced that the company is integrating its agencies Accuen (the group’s programmatic shop) and Resolution Media (specialized in search and social media) into its three main media agency brands: OMD, PHD, and Hearts & Science.

 

 

 

 

 

 

What: Marketing disruptors and innovators shared insights on the advance of marketing technology in Latin Markets at Portada Miami on April 12. Here are some of the takeaways that you missed.
Why it matters: In its twelfth annual edition, Portada Miami gathered over 100 decision-makers involved with major brands across all sectors, and provided a space for top quality networking and knowledge-sharing.

 

 

Rappi’s Carlos Leal and The Shipyard’s Kate Canel

This fragmented, hyper-connected world forces us to adapt to the new trends as soon as they appear. And even though data, the blueprint of this ship we’re all on, is there to guide us through the process, the fact is there’s too much of it available to even comprehend.

Technology is an enabler, but it demands early adoption. As demonstrated throughout the Portada Miami series of talks and panels last Friday, tools like AI are here to help, but there are barriers that have kept certain markets behind. However, both brands and service providers are getting ahead, and it is precisely spaces like Portada Miami that allow collective knowledge to grow.

Ana Laura Acevedo and Latam Airlines’ Pablo Chiozza at the Travel Marketing Board private meeting

During the private activities of the Portada Council System on Thursday, three of the council units, the Travel Marketing Board, the Americas Board, and the Brand Star Committee Latam discussed relevant topics like social media’s evolving role, knowing your customer in a multi-channel world, digital organization, brand differentiation, and strategic video use. Right after the meeting, Travel Marketing Board Ana Laura Acevedo, SVP, Marketing & Business Development at RCI Latin America, sent an email to her team to put in practice an idea that had come to her while talking to her peers.

Portada Meet-Up

Attendees could network with members of the Portada Council System the day after, and listen to the brilliant speakers on the Portada Miami agenda, who also discussed the role of the city and its future as a marketing hub. At the Portada Meet-Up session, ticket holders held one-on-one meetings with brand and agency executives of their choice. Here are some of the key takeaways of the #PortadaMIA panels.

 

 

 

“Contextual relevance is what earns you the right to engage with the multicultural consumer. We use data to vet that environment or content.”

(Ana Crandell, Group Account Director, OMD Multicultural)

 

 

“Have very clear goals and objectives, stick to your strategy and plan, and know it takes time to reach your objectives.”

(Christine Esteve, VP E-Commerce, Carnival Cruise Lines)

 

 

“Performance is something that has a very clear outcome. Make sure to understand your consumer, don’t do content for content’s sake.”

(Andrés Amezquita, VP Digital and Commercial Excellence, StanleyBlack&Decker Latin America)

 

 

“As marketers we need to understand consumers and identify what the barriers and frictions are, and only then look at how technology can help.”

(Andres Polo, Global Head of Innovation & Strategic Partnerships Marketing, Visa Inc.)

 

 

“The online consumer today is not determined by demographics but by their interaction with digital. “

(Carlos Leal, Marketing Director, Rappi)

 

 


“We started from the premise that especially in Latin America, when you really love something, you live it.”

(Carlo Espinoza, Senior Marketing Manager, Latin America Beverages

Pepsi)

 

 

“The diverse Miami workforce reflects what the United States will look like in years to come.”

(Joseph Roisman, EVP, Perry Ellis International & Jaap Donath, Ph.D., Senior Vice President, Research & Strategic Planning, The Miami-Dade Beacon Council)

 

 

What: We talked to Caro D’Antuono, VP of Marketing at Northgate Markets, Robin Garfield, SVP of Research and Scheduling for CNN, Roxane Garzon, Media Director at Casanova and Frances Rubio, Multicultural Marketing Analytics Associate Director for GroupM about their thoughts on the 2020 Census and the question of immigration.
Why it matters: The 2020 Census will determine any changes in the number of congressional seats per state and help determine state legislative and school district boundaries.

 

Mandated by the U.S. Constitution, the census takes place every 10 years. The 2020 Census will determine any changes in the number of congressional seats per state and help determine state legislative and school district boundaries. Responses to the 2020 Census will also inform how more than US $675 billion in federal funding is distributed to local communities, including decisions about how public funds are spent on critical public services such as schools, fire and emergency services, and healthcare.

“The U.S. Census Bureau is on a clearly defined mission to drive awareness and motivate people across America to self-respond in the 2020 Census, which will be supported by paid media efforts in a diverse group of channels,” said Alex Hughes, VMLY&R Executive Director. “We are excited to have a collaborative process and to partner with key agencies for the upcoming paid media campaign with the launch of the 2020 Census Media Vendor Day.”

“The 2020 Census Media Vendor Day will allow for all media channels, no matter their location, audience size, or platform, the ability to participate in this RFP process,” said Julie Lee, Executive Director of Wavemaker. “We want to ensure media outlets from across the United States are able to submit a proposal. The goal of the 2020 Census is to reach everyone, which we can do through an effective paid advertising campaign.”

We reached out to Caro D’Antuono, VP of Marketing at Northgate Markets, Robin Garfield, SVP of Research and Scheduling for CNN, Roxane Garzon, Media Director at Casanova and Frances Rubio, Multicultural Marketing Analytics Associate Director for GroupM in order to find out their thoughts on the immigration question that was added to the census, and how this impacts the industry.

Northgate Gonzalez’s Caro D’Antuono
The majority of our customers are Hispanic. While the question added to the census may not seem to impact our business initially, it actually could hurt some of our customers who depend on food programs if they are afraid to answer the question on citizenship. We are very concerned about what will happen to some of our most vulnerable customers if programs suffer due to this question.

 

 

 

CNN’s Robin Garfield
From a research perspective, it is very important that the US Census methodology does not change in a way that discourages participation. A variety of research sources and methods rely on it to establish the total, available universe.

 

 

 

GroupM’s Frances Rubio
It’s interesting from a data perspective, of course this adds an interesting layer of understanding the U.S. population, but the reality is that these are peoples’ lives, and their very real, day-to-day fears on the table. We know that this could instill fear in potentially getting their immigration status checked out. As a result, this will skew and affect our respondents, and we’ll likely get inaccurate numbers, so I’m interested to see how this data changes from the last Census. It’d also be interesting to cross reference the data against other fact think tanks or research companies.

 

 

Casanova’s Roxane Garzon
I believe that it would hinder our ability to understand the true makeup of a market.  Many people who are not here legally would avoid being counted.  If they avoid being counted then any data using census information as a source will be incorrect and lead us to wrong conclusions.

 

 

 

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

(Looking for your next Career move? Check out Portada’s Career Board!)

 

Twitter has appointed Katie Ford as new Head of Global Brands. Ford, former Chief Client Officer at Amobee, will be tasked with overseeing Twitter’s advertising partnerships and key brand accounts.

 

 

 

 

 

Omnicom Media Group’s agency PHD U.S. has named Anthony Koziarski as its first chief media officer. Koziarski joins from OMG’s performance marketing division Resolution Media. In his new position, Koziarski will focus on leading the development of custom media solutions, according to PHD.

 

 

 

 

 

Sephora has announced the promotion of Deborah Yeh to Chief Marketing Officer, while Karalyn Smith has risen through the ranks to Chief People Officer. Yeh most recently held the position of Senior Vice President of Marketing.

 

 

 

 

 

 

Papa John’s has appointed Karlin Linhardt as Global Chief Marketing Officer. Linhardt arrives from fellow fast-food chain Subway, where he served as Senior Vice president of Marketing for North America.

 

 

 

 

 

AdColony Inc. has announced that media industry veteran Matt Barash has rejoined AdColony as Head of Strategy and Business Development. His focus in this newly formed role is to lead marketplace strategy with a focus on increasing automation and transparency initiatives.

 

 

 

 

 

What: Caro D’Antuono, VP of Marketing at Northgate Markets, Robin Garfield, SVP of Research and Scheduling for CNNRoxane GarzonMedia Director at Casanova and Frances Rubio, Multicultural Marketing Analytics Associate Director for GroupM gathered for a Portada Los Angeles panel presented by CNN en Español to discuss how How Data and Content Continue to Fuel the Evolving World of Advertising.  In this article, we present the panelists’ answers to questions they didn’t have time to answer at the event.
Why it matters: As we’ve known for a while, it’s all about data now. But the problem, rather than finding the data, is how to collect it and then make sense of it.

The word “data” is, without a doubt, a term we hear several times a day in our daily lives. A great part of our work is all about data now, and the future of the industry directly depends on understanding or trying as best as we can to understand what to do and how to deal with data. There are so many types of data, and so many different tools available that help companies make sense of it, that it’s easier than not to get it wrong.

Because it is part of our mission to help in this regard, after the panel titled How Data and Content Continue to Fuel the Evolving World of Advertising, we promised the Portada Los Angeles audience we would answer all their questions. And because we like to keep our promises, we got in touch with the panelists who kicked off Portada Los Angeles 10 days ago (Caro D’Antuono, Vice President of Marketing for Northgate Markets; Frances Rubio, Multicultural Marketing Analytics Associate Director for GroupM; Roxane Garzon, Media Director for Casanova; and Robin Garfield, Senior Vice President of Research and Scheduling for CNN), and they set some time aside to answer the audience’s questions there wasn’t time for during the event.

Portada and CNN en Español will have two more opportunities to delve deep into the issue of How Data Continues to Fuel the Evolving World of Advertising. Get tickets to Portada Data & Content Marketing Forum on April 3rd and Portada Miami on April 12 and get all your questions about data answered by experts.

Have you ever ignored data and gone with “gut feeling” or your own empirical experience?

Roxane Garzon (left) and Caro D’Antuono (right) speaking at Portada Los Angeles 2019

Roxane Garzon: Data is only as good as the way it is collected.  Many times the data does not “feel” right.  When that happens I ask the question about sample size and statistical reliability.  If there is no issue there, then I look for other sources to confirm my findings. This has happened a few times when creating profiles for target audiences, specifically bicultural millennials.

Frances Rubio: Even if we don’t have quantitative data, qualitative data can be just as important and in this, we can have a bit of a “gut feeling” further validated, whether it’s conducting focus groups or doing ethnographic research. We’ve often used quantitative data but sometimes we just don’t have the data to point to the “why” a trend is happening, and these qualitative methods can help to further guide us into unlocking directional psychological reasons behind the “why” of peoples’ behaviors and mindsets.

Caro D’Antuono: Yes. We recently produced a short video to support Women’s Day. We didn’t have historical data on an effort such as this.  However, we released it on Northgate social media pages and it has been very well received.  We are receiving more brand love than we ever expected.  We have to take calculated risks, especially when things have not been done before within an organization.

Is analysis paralysis a real symptom of the data age?

R.G.: It can be. We are fortunate to work in a time where data is much easier to collect. However, it can hinder marketers from making a decision if they don’t know how to think without numbers. Marketers can use data as a crutch instead of using it as a tool.

Frances Rubio (left) and Roxane Garzon (right)

F.R.: With all this data, there are so many opportunities to unlock valuable insights, and it’s important to separate the signal from all the noise! It’s really about focusing on the important business questions and what publishers/marketers are trying to uncover. From there, it’s looking at all data available, and strategically choosing which data is valuable in answering the business question. 

Where there’s room for improvement is in the data accuracy and integrity: we all need to be questioning where and how we get our data, understanding the methodology and recognizing any limitations (e.g. sampling, the methodology in it of itself, date ranges, etc.). Tools should be incorporated to tell a full story of our consumers, understand where the consumer is with the brand from a marketing funnel perspective;  from there, once we understand the opportunity, the psychographics and behaviors, it becomes easier to read their media consumption so we can speak to them with the right messaging and creative and reach them in the appropriate media channels.