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Playmaker acquires JuanFutbol, Franklin Madison buys direct response agency SeQuel, Promotions at Latin2Latin Marketing … companies are bought and sold, people change positions, get promoted or move to other companies. Portada is here to tell you about it.

 

Playmaker Acquires JuanFutbol

Playmaker acquires JuanFutbolPlaymaker, the company that two years ago bought digital media group FutbolSites, has acquired 100% of the digital assets of underdog dba JuanFutbol (“JuanFutbol”),  for an aggregate consideration of up to US$2.8 million.  JuanFutbol delivers authentic digital soccer content to more than 6 million social media followers across Facebook, Instagram, Twitter, TikTok, and YouTube. Collectively, JuanFutbol’s social media content generates a monthly reach in excess of 50 million. The acquisition of JuanFutbol also includes baseball-focused asset, JuanBeisbol, and women’s-focused sports property, FridaPop.  JuanFutbol supplements Playmaker’s growing portfolio of premier soccer-focused digital assets; bolsters branded content and sponsored campaign capabilities; strengthens social media and short-form video prowess and increases exposure to the Mexican and US Hispanic sports markets.

JuanFutbol will continue operating as an independent brand with their own tone and identity.

Federico Grinberg, EVP at Playmaker, tells Portada that JuanFutbol “will continue operating as an independent brand with their own tone and identity. We will empower their editorial team providing them with internal services related with SEO, technology and other tools. JuanFutbol has a unique approach in terms of story telling, it is a true Mexican voice.” In terms of the difference between Futbol Sites and JuanFutbol audiences, Grinberg notes that  “JuanFutbol is a social first brand. They have an amazing community with millions of fans across all the digital platforms. JuanFutbol is concentrated in a younger group of users, and thanks to their unique approach they are able to reach some groups of users that are not the typical news consumer. Bolavip, part of Futbol Sites, is very strong in SEO in Mexico, and reaches user groups with a higher age range. Also, as part of the deal we acquired JuanBeisbol and FridaPop, two amazing products that let us enhance and interact with baseball fans and with women sports content. They are completely complementary audiences.”

Asked if Juan Futbol’s editorial will be adapted for a soccer betting audience, Grinberg asserts, “we are not going to adapt the editorial content for soccer betting, we believe we can integrate sports betting information organically and without loosing engagement and fun.”

Franklin Madison Acquires SeQuel
Franklin Madison, a portfolio company of Mill Point Capital,  announced the acquisition of Minnesota-based direct marketing agency, SeQuel Response. “SeQuel Response is a fantastic company with a strong reputation for delivering results for its customers through data-driven direct response campaigns,” said Robert Dudacek, President and CEO of Franklin Madison. “We look forward to increased opportunities for the combined business as we continue to expand our services to more companies.” As a Franklin Madison company, SeQuel Response will be amplified with greater resources and the flexibility to pursue initiatives that are beneficial for the agency and its clients.

“After many years of growth, SeQuel Response is excited to partner with a reputable industry leader like Franklin Madison that shares our company values,” said Jay Carroll, Co-Founder and CEO of SeQuel Response. “We take pride in our commitment to our clients and to staying on top of a rapidly-changing industry. Franklin Madison shares this philosophy, and today’s combination will not only further our commitment to clients, but also strengthen our ability to innovate in the future.”

Promotions at Latin2Latin Marketing + Communications

Latin2LatinLatin2Latin Marketing + Communications (L2L) has announced the promotions and appointments of several of its executives in key positions, under the administration of Arminda Figueroa, CEO and Founder of L2L.

The first appointment corresponds to Renzo Ferro, who joined the company 4 years ago and has served as VP of Account Management and Operations and has also been an important part of the agency growth in the few past years. He has been appointed as General Manager. Mr. Ferro has over 25 years of marketing experience in both client and agency sides and holds a MBA at Luigi Bocconi university in Milan, Italy. He has spearheaded multi-channel, omnichannel, and shopper marketing campaigns for retailers and CPG brands in the U.S. along with corporate marketing, communications, and branding in the banking and energy industries in LATAM. He has led multicultural strategies and programs for brands such as Knorr, ConAgra, Barilla, Bush Brothers, Starbucks, and HairClub.

Malule González, has been appointed to Chief Creative Officer and Executive Producer. L2L has been under a steady award-winning streak under her creative direction as one of their collaborators for the past 5 years. González has an extensive career of over 35 years in the media and broadcast sector, including the digital transformation of media platforms. She held different leadership and production positions at Univision Network, Univision Puerto Rico, Telemundo Network, America CV Network, Cisneros Group, and USA Global Media.

Juanin Reid has worked with L2L under the title of Director of Account Services for close to a decade. Reid has been promoted to VP of Account Services. Mrs. Reid began her advertising career in Mexico City working for the leading ad agency as a writer-producer. After moving to New York City she established a successful career for herself in market research facilitating consumer focus groups. In her role as Director of Account Services at Latin2Latin Reid has led projects with unparallel acumen for PBS Kids and Lennox Hill Hospital as well as manage client services for important clients like HairClub, the Kansas Department of Health and Environment, Emblem Health and Northwell Hospital.

Country Crock, Keurig Dr. Pepper, Macy’s… and other brands targeting the U.S. consumer right now. Check out our prior Sales Leads columns.

  • Country Crock

Country Crock® announced the launch of their Plant Cream, a new plant-based alternative to dairy-heavy whipping cream that can be used in endless cooking and baking recipes. The newest innovation offers a no-sacrifice substitute with an easy 1:1 swap with dairy, elevating meals to be more rich and flavorful. “Country Crock Plant Cream is a must-have, secret weapon ingredient to have in the kitchen. Its versatility and delicious taste make it perfect for vegetarians, dairy intolerant or plant-curious consumers,” said Natalie Cooper, Brand Lead, Country Crock. “We believe that once consumers make the switch, they will find surprising ways to enjoy it, including reheating leftovers, making ultra-creamy pastas, or baking a delicious dessert.” To celebrate the new Plant Cream, Country Crock recently launched the “We Defied Dairy” campaign. This campaign demonstrates how Country Crock Plant Cream along with Country Crock Plant Butter is made with delicious plant-powered ingredients, giving customers all the taste of heavy whipping cream and butter but without the heaviness of dairy. The campaign includes spots on Connected TV, Linear TV, and digital platforms. Country Crock Plant Cream is available nationally at Kroger and soon to be Publix as well as regionally in retailers including Price Chopper, Piggly Wiggly Alabama, Albertsons, Safeway and United Supermarkets

  • Americano Media

Americano MediaAmericano Media launched the first-ever Spanish-language conservative media platform.  “With the objective of increasing awareness among the U.S. Hispanic population, Americano Media will be releasing an advertising campaign in the next few weeks. “We will be aggressively advertising in key metropolitan areas with a high Hispanic density. The campaign will include digital and also traditional media. Advertising creative will be in Spanish,”   Jorge L. Arrizurieta, President of Americano Media, tells Portada.

  • Keurig Dr. Pepper

Brushing off concerns about the potential for a recession, Keurig Dr Pepper is on the prowl for more acquisitions and partnerships. In the quarter ended June 30, sales of the company’s coffee pods grew by 10%, and carbonated soft drinks by 11%. In addressing financial analysts last week, CEO Bob Gamgort noted that in the 2008-2009 recessionary period, carbonated soft drinks and coffee were among the most resilient CPG categories. “These categories are true staples, with regular consumption behaviors and few direct substitutes. And they have the benefit from the trade down effect from out-of-home consumption to in-home consumption that frequently occurs during recession,” said Gamgort. One of Keurig Dr Pepper’s latest coffee partnerships is the reinstatement of a distribution deal with Louisiana-based Community Coffee after a five-year hiatus. Additionally, ,Keurig Dr Pepper (KDP) recently announced that it is acquiring the global rights to the nonalcoholic, ready-to-drink (RTD) cocktail brand Atypique from Station Agro-Biotech, a Saint-Hyacinthe, Quebec-based company that specializes in the manufacturing and marketing of alcoholic and nonalcoholic beverages.

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Republica Havas Health

Republica Havas HealthHavas Health & You and Republica Havas announced the creation of a new agency, Republica Havas Health, to help foster health equity for multicultural patients and consumers. Republica Havas’s new division will be led by Co-founder, Chairman and CEO Jorge A. Plasencia, and will leverage the scale of HH&Y to reach brands and consumers across the United States, with quick global expansion plans. Republica Havas Health will focus on four key priorities – diversity in clinical research, culturally relevant health & wellness marketing, multicultural competence in healthcare, and concrete action to address health inequities. Republica Havas has had banner growth since they were established in 2006, with a proven track record of supporting powerhouse brands across categories – such as Walmart, Toyota and Google – by driving cultural relevancy. Their health and wellness experience spans over a decade and includes clients such as Pfizer, Boehringer Ingelheim, Merck, and Amgen – and they bring their specialized knowledge in this new partnership with Havas Health & You in cross-cultural health and wellness marketing.

  • Macy’s

MacysMacy’s back-to-school campaign celebrates how students’ styles are constantly evolving from year-to-year and, in some cases, even week-to-week. This year’s commercials feature fast-paced fun fashion transitions showcasing Macy’s brands, value and inspiration while highlighting the joy and confidence of the perfect look and owning your style. he campaign includes TV, digital and print. “The fresh start of a new school year brings a clean slate for everyone to make new friends, create new experiences and show their own take on back-to-school dress codes,” said Matthew Sebra, Senior Fashion Director, Macy’s. “At Macy’s, we know that style is unique to each student. We’re looking forward to helping students of all ages own their style with the latest school essentials and Fall trends.”

“We are the first-ever conservative radio and TV platform in Spanish. It has not happened in the world before,” Jorge L. Arrizurieta, President of Americano Media, tells Portada. With a potential target market of more than 500 million Spanish speakers, Americano Media is a new multimedia platform for conservative Latinos, producing 18 hours of original programming for an under-represented audience.

The streaming and app content is available across all major platforms including Apple, Android, SiriusXM and Roku, providing information to Hispanic Americans looking to make informed choices ahead of the mid-term election season and beyond. Headquartered in Miami, Americano Media has about 80 team members including international correspondents and hosts in countries including El Salvador, Colombia and Israel.

We view ourselves as a place where there can be a republican coexistence from the center to the right. A place where Bush supporters and Trump supporters get along.
Conservative Media
Jorge L. Arrizurieta, President of Americano Media

The first priority for Americano Media is to engage the U.S. Hispanic market. While there are a wide array of conservative vehicles in English, there is none in Spanish. “There is very little quality conservative content in the U.S. in Spanish-language,” Jorge L. Arrizurieta adds. With the mid-term elections just months away, Hispanic Americans represent nearly 20 percent of the electorate. That number is growing, and with it, the diversity of the demographic’s political leanings. “Now being available on over-the-top video allows us to share real content that echoes our core values. At the end of the day, these are All-American values.” The new service will feature exclusive TV programming hosted by conservative personalities including:

• Lourdes Ubieta, Dania Alexandrino Nelson Rubio – all previously with Radio Mambi, a conservative media Miami talk radio station recently acquired by financier George Soros – and Emmy-award winning journalist Lucia Navarro.

• “Battleground Americano” – A war of values and principles is being waged in the United
States, and “Battleground Americano” is at the frontline, led by show host Jesús Márquez.

• “Buenos Dias Americano” (“Good Morning Americano”) – “Buenos Días Americano”
places the world’s news at your feet before you leave home each morning!

• “Así está el Mundo” (“This is the World”) – When you are wanting to know, “What is
happening?”, Lourdes Ubieta tells “Así está el Mundo,” a mid-day prime program in
which she covers the most important news so far and interviews the key characters of
each day, with emphasis on international politics.

Americano MediaWith the objective of increasing awareness among the U.S. Hispanic population, Americano Media will be releasing an advertising campaign in the next few weeks. soon. “We will be aggressively advertising in key metropolitan areas with a high Hispanic density. The campaign will include digital and also traditional media. Advertising creative will be in Spanish,” says Arrizurieta.

Conservative Media: A Place for Republican Coexistence from the Center to the Right

“We view ourselves as a place where there can be a Republican coexistence from the center to the right. A place where Bush supporters and Trump supporters get along.” Arrizurieta notes. He adds that conservative means something very different today than a few years ago, as the political spectrum has shifted to the right.

Americano Media is a business, not a political organization.

According to Arrizurieta, the Republican world today is very clouded by the Trump viewpoint, although some of the issues Trump espouses are more popular than conservative. “We will keep working hard to invite all spectrums of the Republican world to work together to beat the Democrats,” he asserts.

Advertising and Content Revenues with Fox as a Model

“Americano Media is a business, not a political organization,” Arrizurieta states. “During the election cycle candidates and PACs (Political Action Candidates) are going to be very significant advertisers. There is also room for traditional corporate and consumer goods advertisers,” he adds. Americano Media is currently building an advertising sales team led by Andrew E. Bazner,  Vice President of Sales at Americano Media Group. Another revenue source, Americano Media Jorge L. Arrizurieta president notes, are content sales to other radio and TV, and video properties.

Arrizurieta says that many observers have asked him if Americano Media is a Spanish version of Fox. “We are far from it, but we identify with the Fox model,” he asserts. In his view, Fox’s quality programming and news are a great content mix.

The Miami Cuban community is a very important constituency for Americano Media.  According to Arrizurieta,  Spanish-language newspaper and website el El Nuevo Herald never has embraced the local South Floridian Hispanic community and is very antagonistic to its basic values. Diario las Americas,  Arrizurieta notes, is more representative of conservative media as it is owned by a conservative Venezuelan family. Diario las Americas is a natural ally for Americano Media according to Arrizurieta.

Americano Media is the brainchild of Arrizurieta and Iván García-Hidalgo, CEO/Founder of Americano Media. Both Ivan and Jorge are experts on the Hispanic voter base. They have decades of expertise consulting on Presidential campaigns and working with publicly-traded media companies and have now come together to launch an exciting new platform.

 

Cookie Deprecation has been delayed by Google once again. Google has pushed back its self-imposed deadline of the end of 2023 for the deprecation of third-party cookies. It will now “begin” to phase them out in the second half of 2024.

In January 2020, Google announced that they’ll deprecate third-party cookies over the next two years. Google announced it will no longer support third-party cookies on its Chrome web browser. Later the tech and advertising giant pushed back the deadline to the end of 2023.  Now it just decided to delay to the second half of 2024. “The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome,” wrote Anthony Chavez, VP of Google’s Privacy Sandbox in a blog post last Wednesday July 27.

(BTW: Apple’s Safari browser and Mozilla’s Firefox already don’t support third-party cookies, so the Chrome initiative would make cookies functionally useless).

The most consistent feedback we’ve received is the need for more time to evaluate and test the new Privacy Sandbox technologies before deprecating third-party cookies in Chrome.

Of course, we all know that Google does around $200 billion per year in advertising, so it stands to lose a lot if by closing web tracking.

Cookie Deprecation: James Colborn’s Take 

James Colborn, Global Senior Director, Data, Teads

This is James Colborn, Global Senior Director, Data, Teads take on the news:

“It’s 6:30am. You know you’ve got to get up but the press of the snooze button allows you to drift off to sleep again. 6:45am, you press snooze again but when the alarm sounds a third time you’ve got 30 less minutes to get ready and not miss your train. Now you are rushed, you’ve got mismatched socks on and you barely make your train. Sound familiar?

It’s fair to say that Google has hit the snooze button again and if we’re not careful we’re all drifting off to sleep again. It’s time to wake up to the fact that it really doesn’t matter how long the 3rd party deprecation delay is, the reality of cookieless is that it’s here and more important to your business than ever!

It comes as no surprise that Google has delayed the deprecation of the 3rd party cookie for a little while longer. With a lack of viable Sandbox alternatives and September 2023 approaching quickly, it’s fair to say this next delay was inevitable.

If behavior is consistent with the last delay it will mean a large percentage of the advertising community will take a huge sigh of relief and hit their snooze buttons. Cookieless readiness programs will be paused and advertisers, agencies and publishers will continue to trade the same way they’ve done for years ignoring 1 in 2 of every impression available to them today.

Let’s repeat that last statement; 1 in every 2. In many Global markets (US, UK and France as examples), ~50% of impressions operate today without a 3rd party cookie. Said another way… the iPhone, Safari, Firefox and Edge users will continue to be underutilized as long as Google allows 3rd party cookies to operate.

These cookieless audiences are reported to spend more, travel more* and from our research** their audiences convert better. So, our position at Teads is clear, keep cookieless readiness a top priority for your business and take advantage of the most lucrative audiences by using Teads’ cookieless solutions.

We recommend that the advertising ecosystem continues to prioritize cookieless today and stop focusing on what Google is doing. For those who embrace the new solution, opportunity is abundant so any delay is not only ignoring the inevitable but potentially costing your business.

So don’t hit snooze again. Wake up to the reality that cookieless isn’t near; it’s here and Teads is perfectly placed to help you.”

Read more:
Rules for Brands in the Post Cookie Era

Contextual Targeting is More Efficient than Behavioural

 

GoDigital Media Group (“GoDigital”), the owner of mitú, announced the acquisition of NGL Collective with the backing of MEP Capital, a media and entertainment-focused investment firm. The new entity will retain the name of NGL Collective.

8/4/2022 Update/Correction:
This article previously mentioned that reVolver podcasts is part of the Latido platform (owned by mitu), however reVolverpodcasts is not in anyway included in, or a part of the NGL /mitu transaction. reVolver and Latido parted ways amicably last year, Jack Hobbs, president reVolver podcasts, tells Portada.

mitú acquires NGL

As part of the acquisition, NGL Collective (“NGL”), a leading New Generation Latinx digital-first media and entertainment company co-founded by actor and activist John Leguizamo and industry leader David Chitel, is merging with GoDigital’s mitú.  The new entity will retain the name of NGL Collective. It claims to be the largest 100% Latino-focused digital-first Latinx media company in the country helping advertisers connect with this coveted audience regardless of age or language preference. NGL will cater to a network of Latinx creative and media partners, reaching U.S. Latinx communities via an array of social media and editorial sites, in-person and virtual community events, and published research. Digital media in all its facets, including influencer marketing, social media and CTV, has become the prevalent way to target and engage the GenZ consumer(check out our recent interview with Tecate’s Belen Pamukoff).

This unprecedented business combination solidifies our mission of being the #1 New Generation Latinx digital-first media and entertainment company in the U.S.

“Latinx media consumption is exploding. NGL’s expertise in Latinx media solutions and our shared commitment to culturally relevant creativity makes it a great addition to GoDigital’s portfolio,” said Jason Peterson Chairman and Chief Executive Officer of GoDigital Media Group. “This acquisition cements our foothold in the U.S. Latino media space.”

Mitú, a heavily funded former multi-channel Youtube Network 

Mitú, started as a multi-channel YouTube network targeting the LatinX consumer in 2012.  The company got more than US $50 million in funding by investors including the Chernin Group. In February 2020 mitu  was bought  by Latido Networks, a subsidiary of GoDigital. Latido Networks owns the Latin music-focused YouTube multi-channel network VidaPrimo. “It’s very much a “zipper” concept, meaning they provide much of what our other brands (most specifically Latido) were seeking to build, and we have the infrastructure and media impressions that will help mitú get even more out of its brand reach”, a source at Latido Media told Portada at the time.

mitú Acquires NGL Collective: Consolidation in the Hispanic Digital Media Sector

mitú’s acquistion of NGL Collective is a further step in the consolidation of the Hispanic digital media sector.  The consolidation in the Hispanic digital media sector includes recent transactions like MyCode’s purchase of Impremedia and TelevisaUnivision’s acquisition of Vix, the former Batanga,  in February 2021.
NGL’s premium Latino video, on web, mobile, social, and connected television and the #1 comScore ranking, coupled with mitú’s community of more than 13 million social followers and web visitors, will provide an unmatched video-driven experience for consumers and advertisers. With the combined market presence of mitú brands, comprising wearemitú, somosmitú,  FIERCE, crema, and Things That Matter, and NGL brands, consisting of Latina Moms, Hispanic Kitchen, and Hispanicize, the new NGL community will constitute the largest gathering of Latinx influencers, content creators, entrepreneurs, trendsetters, and media and entertainment innovators in the world. NGL’s in-house Emmy®-nominated production team will also join forces with mitú’s social content and brand studio team, which operates mitú Studios, a 14,000-square-foot studio in Eastside Los Angeles.

Digital media in all its facets, including influencer marketing, social media and CTV, has become the prevalent way to target and engage the GenZ consumer.

“Latinos are the largest ethnic group in the U.S., accounting for 11% of the buying power, and yet their contribution is consistently excluded in media and entertainment,” said John Leguizamo, Co-founder and Partner of NGL Collective. “With NGL Collective and mitú’s shared commitment to amplifying the voices of the Latinx community, our platforms and reach will expand. We will create more opportunities for Latinos in front of and behind the camera to speak directly to our community and influence how America sees us and how we see ourselves.”

“For ten years, mitú has built its legacy through creating communities and ensuring Latino voices are heard. Joining forces with NGL enables mitú to continue to build brands, cultural content and experiences that resonate with and represent the diverse U.S. Latino community,” said Vanessa Vigil, Chief Brand Officer, NGL Collective (former General Manager at mitú) . “It’s exciting to bring these companies together in a shared mission, with complementary solutions, and be part of leading mitú and NGL brands into the next decade.”

NGL will be helmed by current Chief Executive Officer and Founder David Chitel, with the creative support of Partner John Leguizamo. Vanessa Vigil will be elevated from General Manager of mitú to Chief Brand Officer of NGL. Ben Leff, NGL’s Chief Operating Officer, Ben DeJesus, President of NGL Studios, and Joe Bernard, NGL’s Chief Revenue Officer, will remain in the same capacities. Stephen Brooks, President of mitú and Latido Networks, will oversee the integration of the two companies, focusing on strengthening GoDigital’s investments in Latinx media.

“This unprecedented business combination solidifies our mission of being the #1 New Generation Latinx digital-first media and entertainment company in the U.S.,” concluded David Chitel, Chief Executive Officer of NGL Collective. “The power and influence of U.S. Latinos merits a company like NGL exclusively focused on connecting advertisers with our coveted audience in-language, in-culture and in-context. The depth of our newly expanded offering inclusive of mitú makes us far and away the leader in our space.”

 

More than 120 brand decision-makers will be participating at the Portada Live Marketing Conference in New York on September 29, 2022. The conference program is designed to maximize peer-to-peer learning and 1:1 interaction in a comfortable setting. It will include knowledge-sharing sessions and presentations by major brand leaders as well as VIP lunch and dinner functions. A complementary virtual format will enhance content and networking opportunities (1:1 meetings) with brand marketers attending the event virtually.

Driven by brand marketers belonging to the Portada network who represent the most dynamic sectors of the U.S. and Latin American economies, the Portada Live marketing conference in New York will include presentations and knowledge-sharing sessions by major brand leaders who will discuss topics including the below:

  • Best Practices in In-Culture Marketing with Daneyni Sanguinetti, Director, Culture & Inclusive Marketing at Pernod Ricardi, Nicole Preston, General Manager, Latino Center of Excellence, Dish Networks, and Seraj Bharwani, Chief Strategy Officer, AcuityAds
  • Understanding the Streaming Explosion: Optimization Paths for Brands and Advertisers, Jonathan Scarpetta, Media Director, Pepsico Mexico Foods, and Carlos Vargas, CMO, Samsung Colombia
  • Additional knowledge-sharing sessions and topic highlights will include:
    – The sixty-four-thousand-dollar question: Engaging the Evolving Hispanic Consumer (Speakers Tba)
    – The New Marketing Mix: Adapting to Post-Covid Consumer Preferences (Speakers Tba)

    Marketing Conference in New York: Brand Decision Maker-led Concurrent Workshops

Marketing Conference in MiamiPortada Live in New York will also include a VIP lunch and other networking functions. In addition,  there will be concurrent brand decision-maker-led workshop tracks. Participants will be able to choose one of the five sessions below:
-DtoC or not to DtoC in 2023. That is the question. Led by Christina Caruso Nevoso Senior Brand Manager: Commercial and Innovation Lead, Bayer, and Kunal Kumar, Director Brand Marketing, Red Ventures).

How to best drive an audience strategy in multicultural America. (Workshop leaders tba.)

Fine-tuning your influencer marketing to different cultures and geographies. Led by José Nicolás Vélez, Global Marketing Director, Smirnoff at Diageo.

-Purpose-driven marketing: Supporting diversity serving media partners. Led by Arnetta Whiteside, SVP, Inclusive Media Research, Strategy & Knowledge Management, Publicis Media.

-Marketing South of the Border: What works in Latin American marketing (Workshop leaders tba.)

Participants will share knowledge with workshop leaders who will dive deep into their subject matter expertise to provide solution approaches to each of the workshop topics.

In order to ensure the safety of attendees, all participants will have to provide proof of COVID-19 vaccination or a recent negative COVID-test.

Complementary Virtual Format Enhances Content and Networking Opportunities 

In addition, a complementary virtual event format will enable globally based participants to attend the event virtually, including the participation in 1:1 meetings with brand marketers attending the event virtually. The event’s virtual format will also include the following sessions:

  • Best Practices in In-Culture Marketing with Daneyni Sanguinetti, Director, Culture & Inclusive Marketing at Pernod Ricardi, Nicole Preston, General Manager, Latino Center of Excellence, Dish Networks, and Seraj Bharwani, Chief Strategy Officer, AcuityAds
  • Understanding the Streaming Explosion: Optimization Paths for Brands and Advertisers, Jonathan Scarpetta, Media Director, Pepsico Mexico Foods, and Carlos Vargas, CMO, Samsung Colombia
  • Additional Knowledge-sharing sessions and topic highlights will include:
    – The sixty-four-thousand-dollar question: Engaging the Evolving Hispanic Consumer (Speakers Tba)
    – The New Marketing Mix: Adapting to Post-Covid Consumer Preferences

Already confirmed Partners of Portada Live include:

ASV 

Canela Media

Comscore

Digo

El Tiempo Latino

illumin

MyCode

Sabio

For more information on participation at Portada Live, September 29, 2022
Qualifying client-side brand marketers, please reach out to Brand Relationship Manager Celeste Martorana at celeste@portada-online.com.

Marketing service suppliers, including media companies and agencies, who want to find out about thought leadership and business development opportunities, please contact Marcos Baer at marcos@portada-online.com.

JLo Beauty, Nike, Fila … and other brands targeting the U.S. consumer right now. Check out our prior Sales Leads columns.

  • JLo Beauty

JLo Beauty, a high-performance line of skincare founded by world-renowned entertainer Jennifer Lopez, announced its first category expansion with the highly anticipated launch of body care. Introducing JLo Body, a clinically backed line of high-performance skincare for the body. Firm + Flaunt Targeted Booty Balm is the first clinically tested formula to launch under the JLo Body franchise, as requested by JLo Beauty’s ageless consumers who were looking to upgrade their bodycare with new textures and active ingredients that deliver powerful results. On July 24th – Jennifer’s birthday – the superstar gave new meaning to the “birthday suit” by baring it all to mark the launch of JLo Body as part of an omnichannel marketing campaign. The launch campaign includes bi-coastal billboards, print ads, e-mail, SMS, exclusive social content, LIVE moments with Jennifer, influencer campaigns, activations with exclusive retailer Sephora, and partnerships with select JLo superfans – all in an effort to celebrate the brand founder’s mantra: Beauty has no expiration date. JLo Beauty Firm + Flaunt Targeted Booty Balm (US$65) is available now at www.jlobeauty.com.

  • Nike

Nike has closed its global media review and appointed IPG Media BrandsInitiative and Dallas headquartered independent agency PMG and, to split the bulk of its account. PMG will be its integrated media agency in North America as well as its global digital capabilities partner, while Initiative will handle integrated media globally. Wieden+Kennedy (W+K), which remains Nike’s creative agency of record, was the media planning incumbent in North America. According to sources, Wieden may retain some business in North America. WPP’s Mindshare and Stagwell’s Assembly previously managed media for the brand in Europe, and independent agency W+K held the media account in North America.

  • Fila

Sportswear brand Fila has inked a multiyear agreement with Havas Media Group‘s sports marketing unit to manage and develop rights with athletes and sports properties, as well as promote its brand in all countries it operates in. Havas Sports & Entertainment Italia will handle the assignment, which includes current sports deals, new sports marketing initiatives, “targeted activations” and PR, Mediapost has reported. The agreement includes proprietary tools such as Havas’ “Sponsorship Evaluation System,” which measures the effectiveness of sports sponsorships.

 

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Sprite

Two of The Coca-Cola Company’s biggest brands in North America are taking major steps to support a circular economy for plastic packaging. DASANI is rolling out bottles made from 100% recycled PET plastic (excluding caps and labels), and Sprite is launching a whole new look – the iconic green bottle will transition to clear plastic starting August 1st –New Bottle. Same Sprite. Now Made with Clear Plastic to Help This Bottle be Re-Made. As the brand’s first major update in over 60 years, Sprite’s makeover marks a historic moment for the fan-favorite soda. In the latest TV spot, the brand tapped NBA phenoms, Anthony Edwards and Trae Young as well as the beverage behind some of the most iconic ads in sports and music, like Drake’s beloved “The Spark” commercial. The duo takes center court alongside Sprite’s new CLEAR bottle to show that it might be a new generation, but the game is the same and so is the classic lemon-lime taste of Sprite, now only in a bottle that’s made to be remade again. Edwards is also taking over House of Highlights social channels to discuss his hot takes on the season ahead, and much like Sprite’s new look. In addition to its new drip, Sprite is introducing a new visual featuring a revamped logo and packaging design. Sprite’s packaging graphics will retain their recognizable green hue and prominent “Recycle Me” messaging, which supports its commitment to sustainability. The Coca-Cola Company’s flagship brands, Sprite and DASANI, are both introducing packaging transformations as part of the company’s World Without Waste initiative.

  • Pepsi

Pepsi is highlighting the diversity of Latin American cuisine with new content and a reward for fans, to prove that no matter how a signature dish is enjoyed it can be #MejorConPepsi. To bring the campaign to life Pepsi got behind the scenes of one family’s debate, as Puerto Rican and Cuban raised rapper Fat Joe and his wife Lorena, of Colombian descent, dove into their own passionate dispute on the “correct” way to make some of their favorite dishes, starting with their most common sources of contention: tacos and arroz con pollo.In celebration and support of local eats, the brand is also launching an exclusive DoorDash offer for fans to enjoy their own favorite Hispanic dishes. Consumers in New York City, Los Angeles, Miami, Chicago, Dallas and Houston will get $5 off a food order of $15 or more, with purchase of an ice-cold Pepsi or Pepsi Zero Sugar, from select local Hispanic restaurants until August 11, while supplies last.In its second year, the #MejorConPepsi campaign will highlight key Hispanic dishes from empanadas to arroz con pollo in branded content across TVC, social media, OOH, and retail POS.

  • Russell Westbrook

NBA veteran point guard, entrepreneur, and philanthropist, Russell Westbrook, has formally entered the digital media sector by launching Russell Westbrook Enterprises, new digital media division, RW Digital. The division has architected specific programmatic solutions that enable brands to more efficiently reach diverse audiences and amplify owned and operated minority publishers. Since ascending, Westbrook’s business portfolio has grown to touch multiple verticals including Venture Capital, Fashion, Real-Estate, Insurance and now Digital Advertising. With the driving force of resourceful betterment for his community being the focal point, Westbrook has intentionally expanded his mission of empowerment through thoughtful exploration of additional pathways to success. Causal IQ, a leading programmatic solutions provider, was selected by Westbrook and his team as a strategic partner based on its extensive programmatic advertising expertise and decades-long digital media knowledge. Since formalizing the partnership, RW Digital has amassed a client portfolio with key brands including AT&T, PepsiCo, Moderna, American Airlines and American Entertainment Network.

  • Anytime Fitness

Anytime Fitness, a 24-hour health and fitness club franchise, has selected Mischief @ No Fixed Address as its creative agency. The agency will provide creative support such as long-term brand development and campaign creation for the fitness giant. Currently, the fastest growing fitness franchise, Anytime Fitness credits its culture to a more humble beginning in 2002 when its three founders, Chuck Runyon, Dave Mortensen, and Jeff Klinger, first met at a fitness club they worked at in the early 1990s in St. Paul, Minn. Back then, the trio pioneered the idea of 24/7 fitness as well as the once barcode, now key fob security system. Together, they built a business model that broke the patterns on which the fitness industry once operated, providing a more holistic approach to health. The brand expanded into multiple markets, spanning its operations to all seven continents, including Antarctica.

 

 

Song Exploder is launching a new Spanish-language spin-off called Cancion Exploder, a podcast targeting Spanish-language speakers worldwide.   The new podcast series takes listeners “deep into the process and art of writing a song, and thereby reveals something essential and true about the artist telling their story in their own words.” Cancion Exploder is hosted and co-executive produced by Martina Castro, with Song Exploder creator Hrishikesh Hirway serving as Executive Producer.

Martina Castro tells Portada that  the Cancion Exploder, Song Exploder’s Spanish-language spin-off, is the first to really delve deep into the Latin identity of both the artists and the creative process itself. According to Castro, Cancion Exploder takes listeners “deep into  the process and art of writing a song, and thereby reveals something essential and true about the artist telling their story in their own words.”  Back in 2018 Martina Castro was introduced to Hrishikesh Hirway to make a Song Exploder Spanish-language spin-off version. Created by Hrishikesh Hirway, Song Exploder is an award-winning podcast and Netflix series  where musicians take apart their songs, and piece by piece, tell the story of how they were made.

Martina Castro
Martina Castro, host and co-executive producer, Cancion Exploder

Castro, a Uruguayan-American, notes that Cancion Explorer’s content reflects the fact that many of the artists live in one country but have roots in other countries. The podcast series is a testament to how speaking “Spanglish”, or having a multicultural identity, influences music and, at the same time, the interest in and consumption of Latin music. “Cancion Explorer dispels the idea that you have to speak perfect Spanish to be a Latino. In fact, many of the artists perhaps are not that comfortable in Spanish.”

Cancion Explorer dispels the idea that you have to speak perfect Spanish to be a Latino

The first season of Canción Exploder will feature an eclectic array of award-winning and chart- topping Latin Music artists, including Nathy Peluso, Jorge Drexler, Mon Laferte, Silvana Estrada, José Gonzalez, iLe & Adrian Quesada, and Ibeyi. The first episode is available now and features Bomba Estéreo breaking down their song “Deja” from their critically acclaimed album of the same name.

Canción Exploder is produced and distributed by Adonde Media in partnership with Radiotopia from PRX. Adonde Media is the multilingual and global podcast production company behind podcasts including “Duolingo Spanish,” “TED en Español,” “El Verdadero Robo del Siglo”, “Emprendedores con Luis Von Ahn,” “The Last Days of Maradona,” “Vivo Songbook,” and “Después de Ayotzinapa.”

Song Exploder’s Spanish-language Spin-Off: Partnership with Hrishikesh Hirway

Cancion Exploder is partnering  Hrishikesh Hirway to bring this type of artful audio storytelling to listeners en español”.  The series has featured some of the biggest artists in the world––Fleetwood Mac, U2, Billie Eilish, Solange, Metallica, The Roots, Dua Lipa, and more––breaking down the sounds and ideas that went into their writing and recording. Song Exploder has been celebrated as “warm, deep, and illuminating” by “The New Yorker” and deemed as “probably the best use of the podcast format ever” by “Vulture.” In addition, “The New York Times” praised the show as “filled with serious lines of honesty, cinematic production, and peeks inside the creative
process.”
New episodes of Canción Exploder will be released every two weeks, on Wednesdays, and will be available free on-demand to listeners around the world across all major podcast platforms, including Spotify, Apple Podcasts, Google Podcasts, Amazon Music, and iVoox.

We are the first and only carrier to provide Spanish-only ad-free content made for Latinos by Latinos.

Podcast Marketing of Cancion Exploder

Castro says that there is an enormous growth in the Spanish-speaking podcast space and yet, many “Spanish-speakers don’t know what a podcast is. Adonde Media will be launching a TikTok channel, as well as Instagram and Twitter accounts. Extra content will be provided on these channels.” There are two weeks between each podcast episode giving Cancion Exploder time to build up the universe in different countries. Gonzalo Castro, COO of Adonde Media, is leading the podcast marketing initiative for Cancion Explorer. The target number of listeners will be established after the current initial phase. 

Cancion Exploder’s business model relies on monetization through advertising, either through the (CPM-cost per thousand listeners model or through branded integrations. According to the Latino Podcast Listener Report  by Edison Research, U.S. Latinos show an affinity for brands advertised on Latino podcasts — 75% say they are likely to purchase a brand on a podcast hosted by Latinos. Music content certainly plays an important role in marketing, and even more so in the Latino market. Other monetization options include integrated interviews or 30 second ads.

Growth in Latino Podcast Listening

The above cited Latino Podcast Listener Report shows that there is a big opportunity to bring diverse and inclusive content to Latino audiences. “Podcasting is easily accessible but not intuitive. CancionExploder has all the ingredients to bring audiences to podcast for the first time”, Martina Castro asserts. The Latino Podcast Listener Report 2021 from Edison Research finds that 36% of U.S. Latinos age 18+ (16 million people) have listened to a podcast in the last month, which is a 44% increase over 2020 (25%). This is narrowing the gap with the overall 18+ U.S. population, of whom 40% are monthly podcast listeners. New research shows that this dramatic increase comes from both English-dominant and Spanish-dominant listeners.
One factor may have contributed to the changes seen in the most recent study: the COVID-19 pandemic. Over half (54%) of Latino monthly podcast listeners say they began listening to podcasts during the COVID-19 pandemic (March 2020 or after).  Forty-four percent of non-Spanish dominant U.S. Latino monthly podcast listeners and 57% of Spanish-dominant U.S. Latino monthly podcast listeners began listening within the last year, which reinforces the idea that available content for Latino listeners is increasing.

 

 

 

 

 

 

Cancion Exploder

 

 

Discover Financial Services, T-Mobile, Jarritos… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Discover Financial Services 

Discover Financial Services, a digital banking and payment services company with one of the most recognized brands in U.S. financial services, has selected Mindshare, the media services company that is part of WPP, as their US media agency of record, in leading audience and media strategy, planning, investment, measurement, and data and analytics. Mindshare will partner closely with Discover to drive a full-funnel marketing and media approach across the full customer journey from awareness through account opening through retention. Mindshare is particularly suited to this work, having successfully completed its integration with global performance agency Neo earlier this year, providing clients with a broader range of transformative media services. Mercer Island Group led an extensive competitive review of the account.

  • T-Mobile

Vix - T-Mobile Partnership T-Mobile announced that its customers will get a free subscription to ViX+. The premium SVOD tier of Televisa Univision’s ViX, for a full year. The telco giant is currently teaching its employees about the new offering, which will be introduced in mid-August. “We are deep into PR and are also preparing our call centers and retail stores,”  Annie Garcia, VP, T-Mobile Branded Sales & Distribution for South and East Region, tells Portada. T-Mobile will also be launching a fully integrated marketing campaign to promote the new offering starting in mid-August.

  • Jarritos 

Jarritos Mexican Soda, the authentic and flavorful Mexican soda brand, announced the launch of the JarriTODOS Artist Grant Contest to champion diverse artists and creatives with the chance to win a US$10,000 grant to help them pursue their artistic passions.Jarritos invites ALL aspiring artists who are residents of the United States, ages 18 and older, to participate in the JarriTODOS Artist Grant Contest. The contest will set out to discover the best up-and-coming talent across five industries including visual art, dance, fashion, food and music, awarding five (5) grand prize winners each with a US$10,000 grant. A judging panel consisting of five notable arts and entertainment professionals (Courtney Plummer, Contemporary Art Dealer, Karla Martinez de Salas, editor of Vogue Mexico/Latin America, JoJo Gomez, professional dancer/choreographer, Pati Jinich, celebrity chef and host of La Frontera, and Javier Farfan, music, entertainment, and cultural marketing consultant, will judge talent based on talent and creativity  (50%), self-expression (30%), and presentation (20%). From July 11, 2022, through August 6, 2022, interested applicants may submit for the JarriTODOS Artist Grant Contest at https://app.wyng.com/JarritodosContest

 

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Cheetos®

Cheetos and Bad Bunny kicked off year three of their partnership in May with Cheetos’ new television commercial, Magic Touch. The commercial, which debuted during the 2022 Billboard Music Awards and featured new music off Bad Bunny’s latest album, Un Verano Sin Ti, spotlights the “magic touch” the Hispanic community possesses to transform the world around them. Now, with the launch of the Deja tu Huella Fund, Cheetos® and Bad Bunny will award US$25,000 each to 20 individuals using their “magic touch” to impact Hispanic communities.Between July 18 and August 19, fans are invited to share through TikTok how they would use US$25,000 to make a positive impact on Hispanic communities in the U.S. and Puerto Rico. To enter for a chance to win $25,000, fans can use the #DejatuHuellaFund and #Entry hashtags when sharing their TikTok video that showcases how they’d use the fund to effect positive change.The Deja tu Huella Fund is the next iteration of the Cheetos Estudiante Fund that launched during the 2021 campaign. For more information about the campaign, details on how to enter and for official rules, visit Cheetos.com/DejatuHuella.

  • Honda Civic

The Honda Civic Tour returns this summer with an exciting new format. The Honda Civic Tour Presents The Future X will feature a seven-city U.S. tour complemented by entertaining TikTok content, headlined by the buzzworthy and extraordinary new pop group, The Future X. The Tour kicks off later this month in Los Angeles before culminating in a spectacular finale on the Honda Stage at the Austin City Limits music festival in October.To expand the tour’s reach, The Honda Civic Tour will be heavily featured on TikTok, which will follow The Future X’s journey across America along with appearances by TikTok stars and other special guests.. Tickets to attend the 2022 Honda Civic Tour Presents The Future X – their first U.S. tour since performing to huge audiences in South America and Europe earlier this year – will be made available at: www.thefuturex.com/hondacivictour. Fans who visit the site can register their interest for an invitation to attend the Honda Civic Tour. The 2022 Civic Tour is free to attend.The Future X members – singers Angie Green, Luke Brown, and Maci Wood, along with dancers Jayna Hughes, Sasha Marie, Tray Taylor and Drew Venegas – will chronicle their road to their Honda Civic Tour performances in addition to filming each 2022 Civic Tour stop, exclusively on TikTok: tiktok.com/@thefuturexofficial.The group will continue the popular Honda Civic Tour tradition of custom-designing a Honda vehicle, with The Future X customized 2023 Civic Type R revealed at the Los Angeles Civic Tour stop. Along with the 2023 Honda Civic Tour custom Type R, fans also can check out the all-new 2023 HR-V throughout the Honda Civic Tour.

  • Cancion Explorer

Song Exploder is launching a new Spanish-language spin-off called Cancion Exploder, a podcast targeting Spanish-language speakers worldwide.  Martina Castro, host and co-executive producer, tells Portada that Adonde Media, the company that produces and promotes Cancion Exploder,  “will be launching a TikTok channel, as well as Instagram and Twitter accounts. Extra content will be provided on these channels.” There are two weeks between each podcast episode giving Cancion Exploder time to build up the universe in different countries. Castro adds that marketing will be 100% digital and a mixture of organic and paid programs: “We want to capture digital consumers, people who live on these platforms and are fans of these artists.”

 

 

Televisa Univision’s ViX and and T-Mobile announced an agreement that substantially impacts the Hispanic streaming and video space. T-Mobile and Metro by T-Mobile are giving their new and existing customers a free subscription to ViX+, the premium SVOD tier of ViX, for a full year. ViX+ has more than 10,000 hours of exclusive sports, news and entertainment not available on ViX, the ad-supported streaming service that TelevisaUnivision launched earlier this year.

With 80 percent of Hispanics in the U.S. watching digital video the impact of the T-Mobile and VIX partnership can not be stressed enough.  At a time when inflation is driving up prices on just about everything, ViX+ is a completely free way for T-Mobile and Metro by T-Mobile customers to be entertained whenever and wherever they go. ViX+  will be available in “mid-August” to T-Mobile postpaid and T-Mobile Home Internet customers (including T-Mobile for Business customers) on eligible plans and Metro by T-Mobile (prepaid service), the former MetroPCS, customers with unlimited plans.

Annie Garcia, VP of Branded Channels- Metro by T-Mobile
Annie Garcia, VP, TMobile Branded Sales & Distribution for South and East Region

“We are so proud of our 5G Network and we are very happy to support the community by bringing this programming.  We are the first and only carrier to provide Spanish-only ad-free content made for Latinos by Latinos. We are very proud of this partnership and we are working hard to keep prices where they are and bringing more value,” Annie Garcia, Vice President, TMobile Branded Sales & Distribution for South and East Region tells Portada.

T-Mobile and ViX Partnership: Premium Content

ViX+ is loaded with 10,000 hours of classic and original Spanish-language shows, movie premieres, news and live sports, just in time for the World Cup later this year. ViX+ has programming for everyone in the family. Shows like María Félix, La Doña, La Mujer del Diablo and Mi Vecino El Cartel will be available on July 21 with exclusive film premieres throughout the rest of the month that can only be found on ViX+, including Mirreyes contra Godinez 2:El Retiro’and Enfermo Amor.

We are the first and only carrier to provide Spanish-only ad-free content made for Latinos by Latinos.

Sports also plays an important role in Vix+ content roster. There’s more than 7,000 hours of exclusive LIVE soccer games, so fútbol fanatics can follow all the action on the pitch from any device. In addition to featuring live Liga MX matches, ViX+ is the only Spanish-language streaming service in the U.S. with coverage of the UEFA Champions League, Europa League and Conference League matches. ViX+ will also stream Mexico’s 2022 soccer world cup games.

Vix - T-Mobile Partnership“As the top wireless provider for Spanish-speaking customers in the U.S., we understand what they care about, and today we’re bringing them a whole new way to enjoy the news, TV shows, movies and live sports that matter the most, and completely for free,” said Mike Sievert, president and CEO of T-Mobile. “While AT&T and Verizon are actually raising prices on their longtime customers, we’re doing things the Un-carrier way and giving our customers more without the added cost.”

And with more than 70 original movies and series produced for its first year, there’s no shortage of new shows and movies led by A-list talent. ViX+ exclusives include the Salma Hayek-produced romantic fantasy feature “Quiero tu Vida” (“I Want Your Life”), romantic series “Travesuras de la Niña Mala” (Bad Girl) adapted from the acclaimed 2006 novel written by Mario Vargas Llosa and the youngadult action-horror-comedy series “Pinches Momias” produced with Propagate Fuego. From comedy series and romantic features to docuseries and unscripted shows, ViX+ Originals span genres and formats. If 10,000 hours of live and classic programming still aren’t enough, ViX+ customers also get access to everything on ViX, the first large-scale global streaming service created specifically for the Spanish speaking world, which launched in March. ViX has more than 120 channels, 40,000 hours of video-on-demand and 24/7 news and sports.

T-Mobile’s Hispanic Customer Base

“Hispanics in the U.S. watch more video on their smartphones than anyone else but until ViX and ViX+ came along we had very few options to stream Spanish-language programs, and they were expensive on top of that. ViX+ is the latest in a long line of truly unique benefits from T-Mobile that connect our Spanish-speaking customers to their world, like free international texting and data and Mobile without Borders,” said Jorge Martel, vice president of T-Mobile’s Consumer Group. As of the first quarter of 2022, T-Mobile has more than 109 million subscribers, of which 88 million are postpaid customers. While T-Mobile does not disclose how many subscribers are specifically Hispanic, it can be inferred that the figure lies in the tens of millions. In addition, “Metro by T-Mobile is the largest provider for Hispanics in the prepaid wireless space,” Annie Garcia, Vice President, TMobile Branded Sales & Distribution for South and East Region, tells Portada.
With a total population of 62 million Hispanics in the U.S, it is safe to say that at least a third of the total Hispanic population will have their content streaming options substantially impacted by the just announced Vix-T Mobile partnership.

Metro by T-Mobile is the largest provider for Hispanics in the prepaid wireless space.

With ViX+, customers can create up to five profiles for tailored viewing habits and get recommendations on binge worthy shows that are completely ad-free. Up to three devices can be streaming ViX+ at the same time and customers can download shows to watch later or on the go. And ViX+ works on any device, like smartphones, tablets, laptops, desktops and TVs.

A limited-edition Fanta lineup of mysteriously flavored beverages will leave fans asking, “What the Fanta?! (WTF)”. 

Radiating in gleaming colors of blue, green, peach and orange, the beverages were formulated to fool senses and challenge tastebuds with opposite flavor notes. Different flavors will be available in different formats across retail and restaurant channels—including 20-oz. bottles, Coca-Cola Freestyle fountain dispensers and frozen formulations.

The “What the Fanta” campaign is anchored by the mystery “Blue” zero-sugar flavor in 20-oz. bottles, which will be available through February 2023. Others will only be available through August, and more enigmatic flavors will roll out in retail stores and restaurants over the coming months.

We’ve created a campaign that has given our fans an opportunity to share in the fun and engage with each other across the country in a nationwide guessing game.
Limited-Edition Fanta
Dane Callis, Senior Brand Manager, Fanta North America.

“Teens today are always looking for new experiences to engage in with their friends, but we know that they haven’t found much worth sharing about when it comes to soft drinks at convenience stores,” says Dane Callis, Senior Brand Manager, Fanta North America. “With ‘What the Fanta’, we’ve created a campaign that not only gives our fans new bold flavors to try—we’ve given them an opportunity to share in the fun and engage with each other across the country in a nationwide guessing game.”

Fanta is encouraging fans to join the conversation and guess the flavors by using #WhatTheFanta on Twitter, Instagram, Facebook and other social media channels. The brand will reveal the mysterious flavors in fun, to-be-determined ways.

 

Trailblazers, decision-makers, and innovative thinkers, for those who aren’t afraid to challenge the status quo, this event is for you.

T-Mobile for Business is holding the first-ever Unconventional Awards to put innovative work in the spotlight. It’s your chance to put your business on the map while celebrating and uplifting the bold and brave thinking that propels industries forward.

There will be 1st, 2nd, and 3rd-place awards in each category with tech innovation donations valued at $25k, $10k, and $5k, respectively, to a charity of the winner’s choice. First-place winners will also be featured in Wall Street Journal Custom Content as well as T-Mobile for Business’s PR and social media channels.

Do you have work you’d like to share with the world? Show off your work by entering in any or all of the following categories:

Unconventional Awards: Innovation in Customer Experience:
Recognizes innovators who better serve customers, enhance business performance, and deliver a truly human brand experience.

Innovation in Employee Enablement:
Recognizes trailblazers who find new and unconventional ways to bring out the best in their teams.

Innovation in Industry:
Recognizes pioneers who bring new innovations to industries by challenging the status quo.

T-Mobile for Business customers are at the forefront of today’s business innovations with the support of the largest 5G network. After a year of working hard, it’s time to be recognized and rewarded for it.

Experience an evening of celebrating and networking with the minds behind today’s industry-shaping ideas at this cocktail awards ceremony. This one-of-a-kind event is being held in Las Vegas at the fabulous Rooftop Resorts World during Day 2 of the Mobile World Congress Americas.

Don’t miss out on this amazing opportunity. Submit your most innovative work by August 19. ENTER NOW.

5G: Capable device req’d; coverage not available in some areas. Some uses may require certain plan or feature; see T-Mobile.com.​

No purchase necessary. Open to T-Mobile For Business and T-Mobile for Government customers in good standing with 500+ employees. 03/07/22-08/19/22. Void where prohibited. Sponsor: T-Mobile USA, Inc. See full rules here.

 

 

 

 

 

 

Molson Coors, Walmart, Vallarta… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Molson Coors

    Molson CoorsAfter a 30-year hiatus, Molson Coors is returning to the Super Bowl in 2023. And for the last 33 years, the event has been largely dominated by Anheuser-Busch InBev, who announced it was ending its 33-year deal with the NFL which made it the exclusive alcohol advertiser in the NFL. For the first time in more than 30 years, Molson Coors Beverage Co. plans to invest in official in-game advertising space during Super Bowl LVII. The company’s decision to purchase national advertising space during the game comes following the end of a beer category exclusivity deal in place since 1989. That pact effectively prohibited Molson Coors and other beverage and brewing companies from buying official in-game spots. With its commitment to invest in Super Bowl LVII, Molson Coors is the first major brewer to take advantage of end of exclusivity for 2023. The game, which will be played Feb. 12 in Glendale, Ariz. and broadcast nationally on FOX, is among the most-watched live television events in the world, often ranking as one the highest-rated U.S. programs of the year with some 100 million Americans tuning in. It’s also one of the most-anticipated advertising events of the year. “After years of finding creative ways for our brands to gain share of voice during the game, we’re proud to be the first new major brewer to sign on as an official Super Bowl LVII advertiser,” says Molson Coors Chief Marketing Officer Michelle St. Jacques. Despite being de facto locked out of national Super Bowl advertising, Molson Coors for the past several years has found other ways to elbow its way into the big game conversation. This year, Miller Lite became the first beer brand to open a branded bar in the Metaverse surrounding the game, and the year prior, it challenged consumers in a New York Times print ad to manually type the world’s longest browser URL for a chance to win a six-pack of beer.

  • Walmart

Walmart is expanding Spanish search on Walmart.com. This month it started offering customers the ability to opt in or out of the translated query , Senior Manager, Product and , Senior Director, Product explain.  Here’s how it works:

  • A customer searches for “leche,” Spanish for “milk.”
  • The search results page serves items based on the English translation of the word, displays a message informing customers of the translation and providing a one-click opt out.
  • If the user opts out of the translation, the search results return products that include the word “leche,” like “dulce de leche,” in the title or description.

Walmart’s product managers add that “this experience enables customers to search in Spanish for over 600,000 of the most commonly ordered items, making their shopping experiences faster, easier and more convenient. This year, we will further optimize the Spanish experience, including the launch of predictive search and continual personalization and contextualization, with plans to launch a full end-to-end universal Spanish experience in the future. We have always focused on our customers, seeking to understand their needs, desires and wish lists. And we will continue innovating to meet customers where, when and how they want to shop.”

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • T.N. Dickinson’s 

T.N. Dickinson’s is partnering with TikTok sensation Sharpe Family Singers to showcase the multi-use benefits of the T.N. Dickinson’s Witch Hazel products for the family’s personal care needs and everyday skin irritations through the There’s T.N. Dickinson’s For That TikTok campaign. The musical family of six has created a fun and entertaining jingle highlighting all the ways T.N. Dickinson’s Witch Hazel is gentle, natural and effective for the whole family to be incorporated throughout the campaign. The There’s T.N. Dickinson’s For That campaign was designed for consumers to understand how T.N. Dickinson’s offers a wide range of multi-benefit products and uses the gentlest, most natural formulations possible through the Sharpe Family Singers jingle. Since 1866, T.N. Dickinson’s has stayed true to their commitment to natural clinical care by producing only 100% natural, clinical grade USP witch hazel.

 

  • Vallarta Supermarkets

Vallarta SupermarketsStor.ai, the end-to-end digital commerce solution for grocers, announced that it has partnered with Vallarta Supermarkets, a chain of grocery stores located across Southern California, to implement its platform in Vallarta stores. Vallarta will use stor.ai’s ecommerce and picking platform to support their stores in deploying advanced online shopping, delivery and fulfillment solutions. Online grocery shopping has grown exponentially in recent years, but retailers are still grappling with the question of how to deliver cost-effective and profitable ecommerce to keep pace with customer expectations. Stor.ai helps grocers respond to today’s fast-evolving ecommerce landscape, helping retailers keep up with customer demand and offer an expanded range of digital services, while also preserving their unique brand identities, customer data and margins. Stor.ai’s partnership with Vallarta aims to ensure that Vallarta can provide the online services that customers want and need while mitigating the risks of relying solely on third-party ecommerce providers.

 

AVOD (Advertising Video on Demand) got a shot in the arm with the announcement that Microsoft has been named Netflix’s technology and sales partner to help power Netflix’s first ad-supported subscription offering.

Earlier this year Netflix told its employees that it was going to introduce an ad-supported, lower-priced subscription tier during the fourth quarter of 2022. With the announcement that Microsoft will be Netflix’s technology and sales partner in this initiative, Netflix is showing that it is working according to plan.

Marketers looking to Microsoft for their advertising needs will have access to the Netflix audience and premium connected TV inventory. Microsoft has been strengthening its advertising technology itself: in January of this year, the software giant bought global programmatic advertising market Xandr from AT&T.
All ads served on Netflix will be exclusively available through the Microsoft platform. The announcement also endorses Microsoft’s approach to privacy, which is built on protecting customers’ information. Microsoft is now excited to offer new premium value to their ecosystem of marketers and partners while helping Netflix deliver more choice to their customers.

Netflix’s intention to start monetizing its content with advertising with the help of Microsoft is a first for the streaming giant and will help accelerate the already high growth of the AVOD sector. According to a recently released report by Research and Markets, U.S AVOD will grow by $19 billion to $31 billion by 2027 – remaining the largest country by far. The US has the world’s most sophisticated advertising industry by some distance, plus AVOD choice is greater in the U.S. than anywhere else. The US will account for 46% of the global total by 2027, up from 39% in 2021.

AVOD: Netflix’s New Lower Priced Ad Supported Offering 

Here is what Netflix COO Greg Peters said:

Netflix Microsoft
Netflix COO Greg Peters.

“In April we announced that we will introduce a new lower priced ad-supported subscription plan for consumers, in addition to our existing ads-free basic, standard, and premium plans. Today we are pleased to announce that we have selected Microsoft as our global advertising technology and sales partner.

Microsoft has the proven ability to support all our advertising needs as we together build a new ad-supported offering.

“Microsoft has the proven ability to support all our advertising needs as we together build a new ad-supported offering. More importantly, Microsoft offered the flexibility to innovate over time on both the technology and sales side, as well as strong privacy protections for our members.

“It’s very early days and we have much to work through. But our long-term goal is clear: More choice for consumers and a premium, better-than-linear TV brand experience for advertisers. We’re excited to work with Microsoft as we bring this new service to life.”

 

Worldcom OOH presents Worldcom Media Services -WORLDMS-, a powerful platform that aims to efficiently manage out of home, digital and programmatic campaigns.

Worldcom OOH, a global media trading company specialized in OOH, DOOH and Programmatic, presents Worldcom Media Services -WORLDMS-, a powerful platform that aims to efficiently manage out of home, digital and programmatic campaigns, but above all, all traditional media, which even today represent more than 80% of the media offer; concentrating all in a single tool, both the campaign management and analysis process. Everybody says that they control the digital media park: we have everyone’s reach. We have been doing this for almost 15 years in the world for the most important brands.

This marketplace has been developed in partnership with TDT -Technology Development Tools-, specialist in digitalization and automation of commercial and operational processes, from end to end. The brand new tool has the ability to optimize all processes and provide an efficient purchasing management, along with the implementation, control and reporting of advertising campaigns in any format. It brings together nine billion pieces of data to segment audiences by gender, age, devices, brands they consume, activities they make, place of residence, visited cities and build the real routes they perform in 100 million points of interest in the world -200 countries and 2,500 cities.

We have formed the largest media network in the world and we celebrate the launch of this tool that honors our new motto ‘everything we do on one platform’.

WORLDMS today covers all media -Outdoor, Indoor, Digital, Transportation, Mobile and Cinemas- and is organized according to the four stages of any advertising campaign. Planning, execution, control and report are managed in one place, guaranteeing agility in time and minimizing possible errors. Furthermore, the platform allows real-time supervision of the different campaign instances and delivers a proposal of media selected in a personalized way for each client.

Worldcom Media Services
Valentin Bueno, CEO Worldcom OOH.

Valentín Bueno, CEO of the company, comments on this launch: “Worldcom Media Services arises from the desire to offer the industry all our know how of more than 15 years and concentrates it in one place, making it available to advertisers and agencies. In this time, we have formed the largest media network in the world and we celebrate the launch of this tool that honors our new motto ‘everything we do on one platform’, with the most sophisticated technology available to the world in only one click”.

WORLDMS IN FIGURES

  1. NINE BILLION DATA THAT ALLOWS YOU TO GENERATE DIFFERENT AUDIENCES SEGMENTED BY:

  • Gender
  • Age
  • User devices
  • Brands that consume
  • Activities they perform
  • Place of residence
  • Visited cities
  1. AND BUILD REAL CUSTOMER JOURNEYS: the real journeys done by the audience

  • 100 million points of interest in the world
  • 200 COUNTRIES – 2,500 CITIES that include the main metropolis of the world
  • PARK OF 260,000 GLOBAL OOH AND DOOH SUPPORTERS:
  • 85% TOTAL PARK OF BIG CITIES
  • 75% OF THE REST OF THE CITIES
  • 29,467,121,399 digital consumption data

American Express, Kellogg’s, Hasbro, Alka-Seltzer®… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • American Express

    American ExpressAmerican Express is rolling out geo-specific QR codes to encourage local business discovery, Mediapost reports. The “Let’s Go Shop Small” campaign, is launching today July 11 and  encourages consumers across the country to support their local businesses this summer, continuing the brand’s legacy of championing #ShopSmall.

    Separately, in the UK American Express is launching an AR game in partnership with Yahoo called American Express Summer Drop. The game provides a  taste of what it means to be an AmEx card holder. The AR game takes card holders on a citywide treasure hunt in search of virtual “drops” that unlock real-world rewards. Members can win things such as tickets to BST (British Summer Time) Hyde Park Music Festival, WimbledonWilderness Festival, and other major American Express events. You can also pick up smaller prizes such as vouchers for Harvey Nichols and Bloom & Wild and free coffee at any Caffè Nero location.

  • Kellogg’s

Kellogg Company‘s Director of Cultural and Inclusive Marketing, Chelsea Jenkins, shared why and how Kellogg is launching a campaign, “On Mom’s tables Aquí y Allá on Kellogg Company’s Social K blog. A core facet of Kellogg’s™ Better Days global environmental, social, and governance (ESG) strategy is its commitment to appreciate all individuals for their diverse backgrounds, experiences, styles, approaches and ideas. How the company  market its foods is essential to how it expresses this commitment. According to Jenkins, the company has a massive responsibility to understand its consumers – to make sure they feel seen, heard and included when advertising its food. One insight they uncovered recently was that Kellogg’s cereal has been on the breakfast tables of Latina moms for generations in Mexico and the United States. Connecting that insight to the understanding that being bicultural today means a person can unapologetically embrace both of their cultures. The result was Kellogg’s campaign, called “On Moms’ tables Aquí y Allá” (“On Moms’ tables here and there”). The goal was to authentically capture the emotional relationship that bicultural Latina moms have had with the brand throughout their lives. The campaign includes in-store advertising and a variety of digital content. Consumers can see through ads that aren’t authentic or that just check a box. Simply having actors of a particular demographic doesn’t cut it. The people making the ads needed to be representative of the consumers the brand was trying to reach. That’s why Kellogg’s team  went to Mexico City to film the content. The crew was entirely Hispanic. Everyone on the set was speaking Spanish; the actors were giving real-time feedback, tapping into their owned lived experiences at the breakfast table to further drive the authenticity.

  • Hasbro, Inc.

Hasbro, Inc., has announced a partnership with the National Basketball Association (NBA) and National Basketball Players Association (NBPA) for the highly anticipated re-launch of Starting Lineup, an iconic sports collectibles brand. The Starting Lineup collectible will also include an exclusive, officially licensed Panini NBA trading card. Launching this fall in partnership with Fanatics, a global digital sports platform, the Starting Lineup brand will feature legendary NBA superstars as part of its first wave of figures and will be available for pre-order starting September 22 exclusively on Hasbro Pulse and across the Fanatics network of online sites, including Fanatics.com and official league stores. The return of the Starting Lineup brand will continue its legacy of bringing fans and collectors their favorite athletes in action figure form, but with design like never before in a highly articulated 6” scale. The Starting Lineup brand developed a massive following by bringing sports enthusiasts figures of their favorite superstar players accompanied by a trading card for more than a decade, and the introduction of notable NBA players will be the first of an all-new era of major athletes joining its classic heritage. Hasbro is also working with OneTeam Partners, a Washington, D.C.-based firm, on the athlete and creative marketing campaign.

  • Alka-Seltzer®

Alka-Seltzer®, the Bayer brand known for its effervescent antacid and pain relief products, announced a partnership with musician and producer T-Pain to launch its newest innovation, NEW Alka-Seltzer Hangover Relief.  To introduce the brand to a new set of younger consumers, Alka-Seltzer released a remixed version of its iconic “Plop Plop, Fizz Fizz” jingle – mixed, produced and recorded by rapper, musician and cocktail enthusiast, T-Pain.The original Alka-Seltzer jingle was released in 1951 with its catchy tune and memorable tagline of “plop, plop, fizz, fizz – oh, what a relief it is” that soon became synonymous with the brand for years to come. T-Pain’s new version of the jingle plays homage to the classic with a spin that, while making it more relevant to the times, still lets consumers know it’s distinctly an Alka-Seltzer product. The jingle is available to stream on AlkaSeltzer.com, and to celebrate, fans are invited to take part in a TikTok dance challenge, showing off their best moves to the remix alongside T-Pain.NEW Alka-Seltzer Hangover Relief is available now at retailers nationwide including Target, CVS, Rite Aid, and more.To listen to the jingle remix, duet with T-Pain and see behind-the-scenes footage of the jingle remix, visit AlkaSeltzer.com and follow along on the brand’s Instagram and TikTok.

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Prudential 

Prudential Financial has appointed  Interpublic’s McCann as its new creative advertising agency, following  a review. StrawberryFrog was the incumbent and didn’t defend. Prudential has an in-house creative unit which will collaborate with McCann on marketing efforts including strategy, campaign execution and the development of creative assets. The appointment comes as Prudential is expanding its footprint to more markets.

The 2022 Cannes Advertising Festival is over. The last hangover of the approximately 10,000 delegates has been cured, the latest deals have been cut, and the most impressive award winners have been celebrated.  Portada asked a few Cannes insiders about how the 2022 Cannes Festival went. Here is a somewhat irreverent assessment. 

Despite very high travel costs (e.g. US $5,000 economy class trips from New York City to Nice) and many observers forecasting low attendance due to COVID, between 8,000 and 10,000 delegates attended Cannes this year. In 2019, pre-Covid, more than 12,500 industry delegates gathered in Cannes. “I saw less clients than three years ago, but still a good amount,” Eric Tourtel, CEO Latin America at Teads tells Portada. Tourtel adds that more executives from the creative side of the business as usual attended the festival this year. Among Latin Americans there were surprisingly large amounts of Central Americans, Colombians and Mexicans attending, and of course many Brazilians.

For the client side (brands) of the business and the sell side media platforms and tech platforms, the festival is, first and foremost, about developing and closing business. This is not so much the case for the creative side of the advertising industry, insiders tell Portada. Creatives want to win awards; it’s not so much about business but about having fun (remember Publicis pulling out of Cannes in 2018 because it thought it could make a better use of its money?).

To be “in” Cannes You Need More than a Ticket Purchase 

Even when you are on the festival grounds because you purchased a ticket you are not really “in”. A ticket to the Cannes Advertising Festival does not guarantee you that much access to interesting networking and meetings. Companies need to invest much more to gain access to buyers. (In the media world ‘buyers’ mean brand marketers.)
Below is the access and power pecking order media and tech companies invest in (from high to low cost):

1. Beach Takeover (e.g. Meta, Google). Companies take over beaches, with massive beachfronts installations to showcase their concepts and products (e.g. Meta’s Metaverse) and provide impressive presentations and fun meeting space. In 2022, and signaling the enormous rise of retail media, Amazon took over a portion of the beach front with the “Amazon Port,” its biggest showing at the Cannes Advertising Festival yet and a sign of the growing significance of industry relationships to its business.

2. Yacht: At a cost of approximately US$ 250,000 for the four days Cannes Advertising Festival rental, major ad-tech and other players rent a yacht. They then pack the yacht with senior brand marketing executives for client meetings and entertaining. (e.g. Teads, Taboola).

3. Rooftop rental in a Cannes Apartment Building:
Apartment building and hotel rooftops are close to the area of the festival and are a less expensive option compared to a beach takeover or a yacht rental.

4. The Villa rental. Villas surrounding Cannes are a bit further away from the epicenter of the festival and parties and meetings there are a bit less prone to be attended by delegates.

5. Tickets: Entry fees to conferences and award functions lie between 600 and 2,500 euros (US $600 to US $ 2,500 euros) depending on type of event to be attended.

(Another option is to fly in major music and show biz talent for exclusive performances. This is an alternative often used by Spotify who easily will spend more than US$ 3 million in this initiative.)

Cannes Advertising Festival: A Day on the Teads Yacht

The Teads Yacht at Cannes Advertising FestivalTead’s Eric Tourtel tells Portada that his company held 220 meetings in 4 days during the 2022 Cannes edition. Three years ago, pre COVID, the figure reached more than 300. The figures provided by Tourtel reflect how yachts turn into meeting and deal-making machines during the Cannes Advertising Festival. “Throughout the four days, we had 2,000 people in our yacht. Never more than 100 at a time,” says Tourtel. Yacht meetings are substantially better than other types of meetings (e.g. office meetings or virtual meetings). Teads executives can make presentations to brand marketers in a relaxed environment with a rosé wine in hand. After the meeting held in the largest room of the yacht, they will be able to have more informal conversations on the deck.
Sales executives of companies who don’t have the means to rent a yacht are often seen waiting on the dock close to the yacht entrance where they can approach the brand marketers entering or exiting the yacht.

Throughout the four days, we had 2,000 people in our yacht.

Cannes Advertising Festival: What is Keeping Delegates Up at Night

  • The Macro Situation:  Brand marketers representing CPG, automotive and other sectors, are reporting supply chain issues (e.g. chips for cars or computers) that imperil their production processes, which, in turn, make their ability to market and promote their products more unpredictable. Supply chain issues, coupled with the current inflationary scenario and high geopolitical risks arising out of the war in Ukraine, do not bode well for growth in marketing and advertising during the second half of 2022. Overall, insiders maintain, advertising initiatives will become more outcome and performance based.
  • Valuation Implosion at Ad-Tech Companies. Publicly quoted advertising technology firms like Roku, The Trade Desk or Integral Ad Sciences have lost more than 50% of their stock market capitalization over the last 6 months. No wonder this development had a negative influence on the mood of ad-tech executives in Cannes, industry observers asked by Portada assert. The huge valuation decline also has an impact on the price and funding prospects of smaller non-publicly quoted ad-tech companies.
  • DE&I: Lots of Talk but no Walk (?)
    At Cannes, there were some presentations about the importance of Diversity Equity and Inclusion, yet while DE&I has become a major buzzword, insiders tell Portada that all the talk does not seem to be backed by real spending to communicate and promote DE&I objectives. Daneyni Sanguinetti, Director, Culture & Inclusive Marketing at Pernod Ricard, notes that she would have liked to have seen a more diverse speaker base, certainly on the main stages of the festival. She adds, however, that Cannes Lions Titanium awards did have a diverse winner base  (e.g. India).
    I would like to have seen more diversity, certainly on the main stages. 
  • Attention as the new Currency
     “Attention is the new viewability”, Teads’ Tourtel notes.  Attention measures the difference between an ad being visible and an ad actually be seen by the consumer. According to Tourtel, this turns the advertising conversation from an efficiency focus (cheapest option) to a focus on effectiveness (what works). Teads claims to be the first platform that has attention metrics integrated into its analytics.
  • Carbon Responsible Advertising, Online media is responsible for 4% of total carbon dioxide emissions. It is clear that soon there will be regulations to limit carbon emissions. Some advertisers including Chanel are starting to measure emissions.
  • Identity Solutions. The cookieless world – 60% of U.S. Internet traffic is already cookieless compared to between 15%-20% in Latin America – continues to be a crucial topic. In this context, CTV (Connected TV) and its contextual targeting solutions were highlighted as a viable option by several Cannes Advertising Festival participants.

The Future of advertising –FOA– reunited the main referents of marketing and advertising in Europa, and Worldcom OOH was one of the main sponsors. Under the concept “Circus”, the Spanish event led to a program full of activities, whose central axis was “The future of advertising”.

Valentín Bueno, CEO of Worldcom OOH, participated in the round table “The conversation of the future”, together with Julio Simal from Snapchat, Daniel Bernal Ruiz from Urban Roosters, Carlos Fernández from Iberdrola, Marc Pérez from Play Off Nations, Víctor Álvarez from Marketing Science and Diego San Román from La Gran Familia Mediterránea.

In this context, relevant topics came up including new advertising technologies,  information and data relevant to the customer journey, sustainability and the challenge of adapting to changes in order to respond to the demands of new consumers.

Valentín Bueno, CEO of Worldcom OOH.

When asked about this, Valentín Bueno, CEO of Worldcom OOH said: “Anticipating this need, together with our technology partner TDT, we developed Worldcom Media Services, a platform to optimize OOH advertising campaign management processes. Worldcom Media Services allows you to have full control of all phases of a campaign. It is simple, fast and intuitive, works in real time and allows advertisers and agencies to interact with several teams working  anywhere in the world. It optimizes the budget, providing the best media mix and enables the monitoring of all stages of the campaign, streamlining the work of the different areas involved in the processes. It also guarantees free access to information and history of OOH results, regardless of the size of the client.”

Regarding the concern of consumers to mitigate the environmental impact, the Worldcom OOH executive expressed: “In our company we have the objective to reuse 100 percent of the surplus of campaigns such as vinyl, polypropylene, cardboard, etc. For this reason, Worldcom Media Services incorporated the amount of recycled material in each campaign as one of its KPI’s in the control stage. This provides great value for brands that seek to reduce their environmental impact with policies that are in favor of caring for the planet”.

Worldcom Media Services incorporated the amount of recycled material in each campaign as one of its KPI’s. This provides great value for brands that seek to reduce their environmental impact with policies that are in favor of caring for the planet-

During the Open Mic, each speaker had a minute to summarize what will be the key 2022 advertising trend. “Fifteen years ago we built and founded this company to transform the cities of the world into great message distribution channels, into great supermarkets for brands, making them a marketplace so that advertisers can reach their audiences through all the media available in OOH, because we understood their media ecosystem and we do it through the most evolved technology existing on the planet,” explained Bueno as the event drew to a close.

It was a day full of presentations and panels, with communication leaders and decision makers; a meeting that will define the global communication agenda in 2022.

Gen Z Marketing, particularly when it comes to Hispanics, is not anymore about the Univisions and Telemundos of the world. Belen Pamukoff, Brand Director Tecate and Tecate Light at Heineken USA, uses mostly CTV advertising. The executive shares her views about the “Bring your All” advertising campaign started earlier this month as Tecate Alta is entering two new markets.

Gen Z Marketing

“We are laser-focused on the 21-34 years old demographic, with emphasis on the 21-29; the Gen Z market. This generation is glued to their phones,” Belen Pamukoff, Brand Director Tecate and Tecate Light at Heineken USAk, tells Portada.
Gen Z is the key demographic Tecate Alta’s recently launched  “Bring your All” campaign is aimed at. The campaign seeks to attract a new generation that is as unique and unconventional as the Tecate Alta brand itself, Pamukoff notes. It also wants to refresh the high-growth ultra-light beer category led by competitor Michelob Ultra (Anheuser Busch).
Heinekens new Tecate Alta beer campaign also intends to lift the overall Tecate franchise, which includes the Tecate Light and Tecate Original beers. “Tecate Alta is our main brand when it comes to lift brand perceptions and recruit younger consumers for Tecate,” says Pamukoff.  So far the results are positive. In the markets Tecate Alta was launched last year (California, Nevada, New Mexico, Arizona and the southern Texas Rio Grande Valley) retailers like Kroger, Walmart and independent Hispanics are requesting between 3 to 5 cases (12 cans per case) per month on average, a much higher amount than the average 1.5 cases new beer brands fetch on average. Tecate Alta is also expanding into the Houston and Dallas markets. According to Pamukoff, both Texan cities are markets where 60-70 percent of the population is composed of multicultural consumers who over-index in light beer consumption.
Tecate Alta is our main brand when it comes to lift brand perceptions and recruit younger consumers for Tecate. 

Gen Z Marketing: Inspiring a Generation to Embrace Complex Perspectives

Tecate Alta Marketing
Belen Pamukoff, Brand Director, Tecate Tecate Light at Heineken USA

Compared to the launch campaign last fall, the current “Bring Your All” campaign (see video below) is “more emotional”,  Pamukoff mantains. To successfully do gen Z marketing you “need an emotional message to create more impact,” she adds. “Particularly in order to compete with Michelob Ultra, who has 3 or 4 times our budget. Tecate Alta’s target consumers are a mix of Mexican and Americans, but it goes beyond that. They don’t want to be labeled or be put in a box. They don’t want to be told how to look. We want to break all these stereotypes. That is what resonates with GenZ. Let’s inspire a new generation to embrace complex perspectives, yet see things more clearly,” Pamukoff asserts. Heineken’s Tecate Alta obtained consumer insights through research by strategic creative and brand design agency Pearlfisher.

Let’s inspire a new generation to embrace complex perspectives, yet see things more clearly.”

 

Going in a New Way: Connected TV

Traditionally beer marketing has used mass media like TV and in the Hispanic market broadcast companies like Univision and Telemundo. When it comes to Gen Z Marketing, this may not be the most efficient media buy anymore. “We are going in a new way. Not through traditional TV anymore. We do CTV, which is were young people are,” says Pamukoff.  Pamukoff notes that both connected TV and social media have had favorable results in media effectiveness studies commissioned by Tecate.

We do CTV, which is were young people are.

In the media activation for Tecate Alta’s “Bring your All” advertising campaign, which started on June 1 and will last until December, CTV is playing a crucial role with advertising running in streaming platforms including Hulu and ESPN as well as social media, Spotify, radio and OOH activations. Distribution is also being supported with sampling programs. “We are not using traditional TV with the exception of a Tecate Alta spot in the Campeon de Campeones match, which was played last night Sunday June 26 in Los Angeles. (Tecate brands are also the sponsor of LigaMX in the U.S). Additionally, influencer marketing, plays an important role in Pamukoff’s Gen Z marketing for Tecate Alta. “This generation is glued to their phones. They are following people. We are identifying influencers that best align with our target audience. We are in the process of partnering with them to embrace the Tecate Alta brand. We will have 3-4 influencers going to Primavera Sound, a concert in Los Angeles on Sept. 16-18 which Tecate Alta is sponsoring,  and they will be posting stories about what will happen on the event weekend.” During the event, these influencers will be bringing the experience to followers that are not going to the event. This way, the  event sponsorship investment can be scaled beyond people going to the event over that particular  weekend. “For that reason we amplify with influencers as well as with sweepstakes to attend the event,” Pamukoff concludes.

Tecate ALTA, Presidente Supermarkets, Cardenas Markets… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Instacart

Omnicom Media Group (OMG),  the media services division of Omnicom Group Inc., announced a comprehensive strategic partnership with Instacart that will deliver a wide range of benefits to Omnicom clients, most significantly in providing new measurement capabilities. Making the announcement during the second day of the Cannes Lions International Festival of Creativity, Omnicom outlined details of the partnership, including account management, product first-looks, and product roadmap consultation. Most notably, Instacart is building a roadmap to work within the clean room infrastructure of Omni –  Omnicom’s  open operating system which orchestrates better outcomes for clients across the entire consumer purchasing journey – building on previously announced partnerships with NBC & Disney for planning and measurement in the Omni clean rooms.With one of the largest grocery catalogs in the world, Instacart has insight into the complete customer journey – from search through checkout – across different touchpoints. Instacart provides CPG brands with aggregated, anonymized and retailer-agnostic data insights across the entire Instacart app that allows advertisers to better understand their customers’ online buying habits.The Instacart collaboration is the second in a series of commerce partnerships that Omnicom announced during the Cannes Lions Festival. 

  • Tecate ALTA

The media activation for Tecate Alta’s “Bring your All” advertising campaign, which started on June 1 and will last until December, CTV is playing a crucial role with advertising running in streaming platforms including Hulu and ESPN as well as social media, Spotify, radio and OOH activations. Distribution is also being supported with sampling programs. Portada talked to Belen Pamukoff, Brand Director, Tecate on how she approaches Gen Z Marketing.

 

 

 

  • Presidente Supermarkets 

Miami-based Presidente Supermarkets, one of the biggest Hispanic-owned grocers in the U.S. and led by Omar Rodriguez for 30 years, recently inaugurated its newest store in West Palm Beach, as part of its continuing expansion plan.  The store is the largest Presidente Supermarket at 60,000 square feet, and the fifth store in West Palm Beach, located at 4348 Okeechobee Boulevard. The grand opening took place on June 8, 2022, and the store is offering daily specials during the first few weeks after opening. This investment in the community will add much-needed jobs and spur economic development in the area.This new store employs 80 workers and includes a large and comfortable cafeteria, serving homestyle hot food for the whole family. Presidente Supermarkets currently has 39 stores in Florida, from Orlando to Miami, and plans to open four more in West Palm Beach, Broward and Orlando during the next year.  

  • Cardenas Markets

Hispanic grocery chains Cardenas Markets, one of the biggest in the U.S. with 59 stores in three Southwestern states, has partnered with Coin Cloud, a U.S. provider of DCM and crypto ATMs.Through the partnership, Cardenas Markets customers will be able to buy and sell cryptocurrencies for cash at all stores in the network through Crypto ATMs and DCMs from Coin Cloud. In all, they will have access to more than 40 different crypto assets, including the most popular ones such as DOGE, SHIB, BTC and ETH. It should be noted that the largest product network targeting the Hispanic community operates in such large states as California, Arizona and Nevada. The first test of the innovation will take place in Las Vegas.The idea of introducing crypto ATMs directly into the Hispanic grocery network fits perfectly into the overall picture of the relationship between the Spanish-speaking population and crypto. A survey cited in the press release shows that American Hispanics use cryptocurrency far more than any other adult population in the country. Moreover, the data shows that Latinos use cryptocurrency more as a means of payment than as a means of savings.

 

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Calbee’s Harvest Snaps 

Harvest Snaps, the original better-for-you (BFY) snack and flagship brand of Calbee America, Inc., has appointed creative and media agency Cutwater, with offices in San Francisco and New York City, as their digital creative agency of record after a comprehensive review.Under this relationship, Cutwater will spearhead communications efforts, including creative, digital, brand, and social strategy. The agency will work across Harvest Snaps’ Baked Snacks and Crunchy Loops products. Both Baked Snacks and Crunchy Loops are powered by plant-based protein and tap into veggies (such as baked peas, lentils, and beans) as the #1 ingredient.The collaboration comes on the heels of Harvest Snaps’ recent rebrand. It also follows Cutwater’s latest win as the creative and media agency of record for petcare brand Hartz.Harvest Snaps products are available at supermarket chains and natural grocers across the U.S. as well as online at Amazon.

  • Ford Motor Company 

SOCi Inc. Ford Motor Company and their joint venture partner, FordDirect, announced that they have appointed SOCi as its platform of record for localized marketing, available to all of its Ford and Lincoln Dealerships in the U.S.Since the Ford family of brands began using the SOCi platform in February 2022 to manage business listings and social profiles for its Dealerships, the automaker has experienced triple digit month-over-month increases in Facebook impressions (240%), post volume (288%), and engagements (414%).Ford and FordDirect approached SOCi to help secure buy-in from local dealers with a seamless, white glove process for localized social media management, which would increase social engagements for its dealerships. According to SOCi platform data, localized content that takes local community sentiment into account receives on average a 67% lift in engagement over more generalized posts. Further, according to SOCi’s 2022 Localized Marketing Benchmark Report (LMBR), automotive dealers outperformed all other verticals in terms of localized marketing, indicating intense competition for Ford and a heightened need to rise above other automakers in its digital marketing efforts.

  • Instacart

Omnicom Media Group (OMG),  the media services division of Omnicom Group Inc., announced a comprehensive strategic partnership with Instacart that will deliver a wide range of benefits to Omnicom clients, most significantly in providing new measurement capabilities.Making the announcement during the second day of the Cannes Lions International Festival of Creativity, Omnicom outlined details of the partnership, including account management, product first-looks, and product roadmap consultation. Most notably, Instacart is building a roadmap to work within the clean room infrastructure of Omni –  Omnicom’s  open operating system which orchestrates better outcomes for clients across the entire consumer purchasing journey – building on previously announced partnerships with NBC & Disney for planning and measurement in the Omni clean rooms.With one of the largest grocery catalogs in the world, Instacart has insight into the complete customer journey – from search through checkout – across different touchpoints. Instacart provides CPG brands with aggregated, anonymized and retailer-agnostic data insights across the entire Instacart app that allows advertisers to better understand their customers’ online buying habits.The Instacart collaboration is the second in a series of commerce partnerships that Omnicom announced during the Cannes Lions Festival. 

  • Get A Lot More 

To help Americans lower their grocery bills, Save A Lot reveals the eight summer barbecue staples that can save shoppers up to 45 percent2 when they switch to store-owned brands. With 4th of July barbecues right around the corner, there’s no better time for shoppers to check out the savings on these must-have summer staples. To stand out from other grocers that have one or two private label brands on the shelf, Save A Lot has curated around 1,850 items across 55 individual brands that give shoppers a taste that matches the competition along with a unique brand experience. The discount grocer showcased these Save A Lot exclusive brands in a new ad spots, launched on June 26, 2022, that pit Save A Lot brands – such as J. Higg’s, Sunny’s and Grissom’s — against their well-known national counterparts to show just how “A Lot Alike” they are (and of course, how much people can save). “A Lot Alike” builds on Save A Lot’s 2021 brand refresh and uses the same bouncy music from the accompanying “Like, A Lot A Lot” campaign. Private label brands account for nearly 70 percent of Save A Lot’s total sales and are the key to how the hometown grocer keeps costs low as food and gas prices soar. Starting on June 22nd, savvy shoppers can enter to win Save A Lot’s “Spree For All,” a shopping spree that sends the winner home with everything they can fit in their cart in 5 minutes. Enter to win at https://savealot.com/sweepstakes/spree/ between June 22, 2022, and July 10, 2022.Founded in 1977, Save A Lot is one of the largest discount grocery store chains in the U.S., with more than 850 stores in 32 states.

  • HOKA®

HOKA®, a division of Deckers Brands, launches a new global brand platform, FLY HUMAN FLY. As the brand’s most extensive globally integrated marketing campaign to date, HOKA will extend an invitation to runners of all abilities to experience a place of joy, optimism, and limitless possibilities. FLY HUMAN FLY will act as a catalyst to encourage consumers to meet HOKA at the starting line and take flight to new heights – together. The campaign will be amplified globally across owned media, digital platforms, and out-of-home. The FLY HUMAN FLY campaign introduces – Pursuit – HOKA’s anthem film. The 60-second spot establishes HOKA’s belief in the transcendent power of movement, in this case, a run. Fueled by HOKA, Pursuit features heroes entering a magical world filled with joy, optimism, and superhuman possibility. With brand, product, and human stories, HOKA’s strategic approach and marketing investments will meet consumers at every step in their journey. The FLY HUMAN FLY campaign will introduce a strong visual language, utilizing the bold colors HOKA is known for in its product offerings and elevate the iconic HOKA bird logo – creating synergies across campaign elements and driving brand recognition. Big, bold ideas will come to life through distinct new creative, a HOKA website refresh, new product innovations, experiential events at HOKA retail stores, and ongoing integrated marketing stories. HOKA is promoting the ad campaign with an extensive global rollout plan, including out of home assets in key global cities, digital, and national video spots on connected TV platforms. The launch further solidifies the brand’s position as a pioneer in the performance category and will be complemented by an ancillary marketing campaign. Amplifying HOKA’s message of FLY HUMAN FLY, HOKA is partnering with Achilles International, a nonprofit which transforms the lives of people with disabilities through athletic programs and social connection.

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