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Last week, the Justice Department finally approved the T-Mobile and Sprint merger. The combined company spent more than U.S. $2.7 billion in advertising in 2019 and will certainly take new marketing decisions. This will impact vendors (media, agency, sponsorship and other marketing service providers) who support the telco giant with marketing strategy, planning, and execution.  An analysis by Portada’s editorial team: 5 thinks you need to know…. 

1. T-Mobile and Sprint Merger = One of the Three Telco Juggernauts  

After the T-Mobile and Sprint merger, the new company now is officially one of the three U.S. telco giants. The merged entity will manage around 100 million direct customers  (excluding  wholesale users), around the same level as Verizon (116 million) and AT&T (93 million). Retail store wise , T-Mobile-Sprint has approximately 9,300 stores (Sprint 4,000 and T-Mobile has more than 5,300 stores.)

… Competition (Need for Marketing) Continues to be Huge…

AT&T, Verizon, T-Mobile-Sprint will very likely face a fourth major player: Dish. Part of the reason why the DOJ (Department of Justice) approved the merger is that Dish may be able to join AT&T, Verizon and Sprint as a fourth player, therefore increasing competition (and marketing dollars). The DOJ, in seeking to create a viable fourth wireless carrier, insisted Dish be allowed to sell a 50 percent stake to strategic investors as long as they do not include T-Mobile and Sprint rivals like AT&T, Verizon or cable companies including Comcast, sources explained. As importantly, the DOJ approved the T-Mobile-Sprint merger, because Dish, recently bought Sprint prepaid brands Boost Mobile and Virgin Mobile.

… Currently: US $2.7 Billion in Advertising Expenditures

Both Sprint and T-Mobile spent approximately US $2.7 billion in advertising together in 2019, according to their annual reports. In 2019, T-Mobile U.S. spent approximately US$ 1.6 billion on advertising, while Sprint expenses totaled $1.1 billion, $1.3 billion, and $1.1 billion for each of the years ended March 31, 2019, 2018, and 2017, respectively. (Competitors Verizon and AT&T spent US $ 2.64 billion and US $3.52 billion in advertising last year.)
With US $8.56 billion, Telco was the third largest ad-category after retail and automotive (Statista). The U.S. telecom industry was expected to increase its digital ad spending by 16.2% to $13.45 billion in 2019. (E-Marketer). In 2018,  AT&T was the second-largest U.S. advertiser, Verizon the 10th largest with T-Mobile (23) and Sprint (39).

2. Sponsorships: Expansion of Sponsorship Portfolio with Emphasis on Local Properties

Sports and entertainment event sponsorships are another extremely important channel for telco marketers. In 2017, AT&T spent between US $195 and US $200 million in sports and entertainment sponsorships, according to sponsorship.com. Similarly, Verizon spent between US $160 and US $165 million, and T-Mobile between US $50-55 million. Sprint did not make it to the top 50 sponsorship investors in 2017. While Sprint was a 2019 Super Bowl advertiser, it did not advertise in the last Super Bowl two weeks ago. T-Mobile did with its spot promoting its nationwide 5-G network (see below).

Portfolio Expansion with stronger local ties
We expect the combined company to expand its sponsorship portfolio (Major League Baseball, T-Mobile Arena, American Music Awards, etc.) with ties to local properties in new and underperforming markets.

3. Marketing Growth Drivers: 5G, Retention and Enterprise

T-Mobile, unlike Sprint,  has excelled at adding new subscribers to its network. Mike Sievert, President and Chief Operating Officer at T-Mobile, said during the company’s Q4 2019  earnings call that T-Mobile not only added a million postpaid phone net adds, leading the industry significantly, but 1.9 million total net customers joined the Un-carrier movement in Q4. “That makes 27 quarters in a row we’ve had more than 1 million total net customer adds per quarter,” Sievert stated.
Where does the combined T-Mobile-Sprint see growth (and the need to allocate marketing dollars) going forward? Here are three areas:

Customer Retention Marketing
North America will reach 313 million mobile subscribers in 2020 or an 84% penetration. With many subscribers owning more than one connected device, the total number of connections will be higher, at 585 million by 2020. With the saturation of the subscriber mobile market, customer retention (and retention marketing) will be crucial for operators P&L. The way customers are retained will become more and more important and will no will no longer be primarily through simply offering telecom services but instead via combining those with non-telecom services and third-party offers.

Growth Driver: Entering the Enterprise Market
T-Mobile share of the enterprise market is below 6%. It’s improved distribution footprint coverage will provide significant opportunity to penetrate the enterprise market. Expect increases in B2B marketing and advertising dollars.

5G: Mobile competes with home broadband
Albeit still developing, customers with a 600 MHz 5G capable device will be able to access T-Mobile’s nationwide 5G network. It will be marketed as a premium service based on increased speeds. This will open opportunities for T-Mobile-Sprint to take on the home broadband (cable) market in 2020.

4. Sprint and T-Mobile Brands: Which brand(s) will survive?

T-Mobile brands
The vast majority of T-Mobile subscribers are served by the main brand: T-Mobile.  MetroPCS —now Metro by T-Mobile—, still operates as a secondary prepaid brand. (In 2013 T-Mobile announced an expansion of its newly acquired Metro PCS to 15 markets, some of them heavily populated by Hispanics in Texas and California.)

Sprint brands Boost Mobile and Virgin (both sold to Dish)
Sprint prepaid brands Boost Mobile and Virgin Mobile were sold to satellite TV provider Dish Network to facilitate the acquisition from a DOJ perspective (see above). Dish paid US $$1.4 billion to acquire Sprint’s Boost and Virgin Mobile prepaid services, with a combined total of around 9 milion customers.

The new brand will “lean pink”
It’s is very likely that “T-Mobile” will emerge as the unified overall brand. Already according to the April 29, 2018 merger announcement, it seemed most likely that the combined company will lean pink (per T-Mobile’s branding), given that it will keep the “T-Mobile” name. Like its network, the Sprint brand probably will be folded into T-Mobile’s in coming years.

5. Media Agencies: Consolidation likely.  Who Will Win, Who Will Lose?

Sprint: Horizon Media/Droga 5/In-house
In May 2017 Sprint Corp. moved its (at the time) US$700 million media account from Publicis Groupe’s Mediavest Spark to independent media agency Horizon Media, Although it later took some of its media duties in-house. Droga 5 is Sprint’s Agency of Record.

T-Mobile: WPP’s Essence/In-house
Similarly, T-Mobile, took “some key responsibilities” related to its media strategy, search and analytics in-house and formed a new partnership with WPP’s Essence to help.

Consolidation: In-house increase likely with external support
With T-Mobile increasing its in-house capabilities and the company’s overall view of the crucial importance of first party data management and protection, it is likely that T-Mobile will build out its in-house media planning buying capabilities but still lean on an agency partner for expertise and execution support.  Will it be Horizon Media, Essence or someone else? Honestly, we don’t know yet…

Publicis NY New AOR for Pharmavite´s Nature Made® & Hispanic Foods Leader Cacique® Inc. Appoints GALLEGOS United & More Sales Leads

For prior Sales Leads editions, click here.

  • Pharmavite´s Nature Made®

Pharmavite´s Nature Made® has new agency. Pharmavite, a leader in the health and wellness industry, announced Publicis New York as agency-of-record for Nature Made® vitamins and 

Pharmavite´s Nature Made®supplements. Following a competitive review, Publicis New York was chosen as the marketing partner to catapult Pharmavite´s Nature Made® into the next decade leading their brand transformation, and building on the brand’s deep heritage of quality and trust with consumers.The Nature Made and Publicis New York marketing partnership scope includes the development of a fully integrated brand campaign across mass media, shopper marketing, eCommerce and social media. The remit also includes data analytics and measurement. Nature Made spent nearly US$32 million on media in 2018 and over US$17 million in the first nine months of last year, according to Kantar Media.

  • Cacique® Inc. 

Pharmavite´s Nature Made®Cacique® Inc. – an authentic Mexican food brand and leading producer of Hispanic style cheeses, creams, chorizos and salsas in the U.S., announced it has named agency GALLEGOS United as its agency of record (AOR) for advertising. GALLEGOS United will be Cacique’s lead agency driving overall brand strategy, creative development across all media channels & social media. The agency’s work on behalf of the brand is expected to begin immediately.Cacique Inc.’s appointment of GALLEGOS United comes on the heels of a competitive review among multiple agencies as part of its recent bolstered marketing efforts. As Cacique continues to extend its portfolio of authentic, high-quality Mexican foods rich in heritage and tradition to even more people across the country, the company ultimately elected to consolidate advertising efforts to a single agency with demonstrated success in reaching multiple diverse audiences with a unified approach.

 

  • Sprint

Last week, the Justice Department finally approved the merger between Sprint and T-Mobile. The combined company will certainly take new decisions as it relates to marketing strategy and the external vendors (media, agency, sponsorship, and other marketing service providers who support it). Check out our analysis here.

 

 

  • Escudo Águila Real (EAR)

Pharmavite´s Nature Made®Escudo Águila Real (EAR), a luxury tequila brand made in México, has named Upstreamers multicultural advertising as its´new AOR, Mediapost reports. The agency will handle strategy and creative for the business while raising awareness for the brand’s growing U.S. presence among diverse consumers.Agency Upstreamers is also working on projects for a number of brands including Disney, Bud Light, Ford, and Johnson & Johnson.

 

 

  • Scott Credit Union

Pharmavite´s Nature Made®Scott Credit Union—a member-owned, full-service financial institution—has appointed Denver-based independent-agency Cactus as its new agency of record.After securing a sponsorship of the 2019 Stan­­ley Cup winner St. Louis Blues, which includes name and likeness usage, placements in the Enterprise Center where the team plays, and exclusive product development, Scott Credit Union was seeking an agency with expertise in leveraging sports sponsorships for marketing campaigns. They approached Cactus, knowing of the agency’s reputation in this area.The relationship formally kicked off in early December, and the first work will break in April 2020.Cactus brought national attention to UCHealth by leveraging the reputation of Peyton Manning, the sports world’s most iconic representation of dedication to excellence and commitment to greatness. Founded in 1943, Scott Credit Union is a full-service financial institution providing financial services for individuals and businesses, including free checking accounts with interest, ATMs, credit and debit cards, new and used vehicle loans, mortgage loans, unsecured lines of credit, savings products, online banking, free online bill paying and much more.

 

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

 

  • Cat’s Pride

Pharmavite´s Nature Made®Oil-Dri Corporation, a worldwide leader in producing, marketing and selling high-quality sorbent products for consumer and business to business markets, has named Cramer-Krasselt (C-K) as agency of record for Cat’s Pride, a cat litter and accessories brands, Mediapost reports. The appointment follows a a multi-agency review. Magnani served as the incumbent. C-K will be responsible for  the brand’s advertising, brand planning, public relations, social media and digital marketing. Media is handled by GYK Antler. Annual billings are around US$5 million.

 

 

 

 

Smart Fit’s strategy in LatAm,REGO Restaurant Group´s Quiznos Expands in the Region & More Sales Leads LatAm

For prior Sales Leads LatAm editions, click here.

  • Smart Fit 

Smart FitSmart Fit's strategy s strategy in LatAm gets stronger. Smart Fit, one of the largest network of gyms in Latin America, has inaugurated its first gym in the city of San Salvador, the capital of El Salvador. Smart Fits strategy of expansion is part of the company’s plan to increase its international presence and to tap the market potential in the Caribbean country. With El Salvador, Smart Fit is now in 12 countries. They are: Argentina, Brazil, Chile, Colombia, Ecuador, El Salvador, Guatemala, Mexico, Panama, Paraguay, Peru and the Dominican Republic. The expectation is to maintain the pace of new gym openings, and to continue investing in Latin American countries that are ripe for investment. Smart Fit recently hit 2.8 million gym-goers at all of its locations. In 2020, the company estimates there will be 1.3 million new members in Brazil alone – which is approximately 2.5 registrations per minute. This year will also see a gym opening every 36 hours, for a total of 238 new gyms in Latin America. The brand currently has 797* gyms.

  • Quiznos 

Smart Fit's strategy REGO Restaurant Group´s Quiznos, an American franchised fast-food restaurant brand based in Denver, Colorado, that specializes in offering toasted submarine sandwiches is expanding into Latin America like never before. The company has signed a 20-unit development deal and plans to open 5 this year, in Costa Rica, Honduras, Panama, Nicaragua, and El Salvador.In June 2018, High Bluff Capital Partners acquired the once high-flying brand, which had around 5,000 locations at its peak, but was down to about 800 when acquired, with a large number of those surviving restaurants outside the U.S. “As we dive into the next phase of our long-term growth strategy, our Latin American presence is one vehicle to accelerate the reinvigoration of the Quiznos brand and drive further expansion,” said Tom Harper, Vice President of International Development at Rego Restaurant Group, owner of Quiznos.

  • Bnext

Smart Fit's strategy Spanish Fintech startup Bnext is expanding beyond its home country and currently rolling out its product in Mexico. Bnext is going to invite those 170,000 potential users first before opening signups to everyone. Mexico is the first country in the region for the startup to expand. Bnext is building an alternative to traditional bank accounts. Customers can open a Bnext account in minutes using a mobile app. A few days later, users receive a payment card. They can then upload money to their Bnext account, and send and spend money all around the world, according to Techcrunch. Users can receive notifications for each transaction with their card, temporarily lock and unlock their card and more. In other words, Bnext does many of the things that one can expect from a neobank. Bnext plans to attract customers with cheaper international transactions. Mexican customers get two free withdrawals per month.The startup has put together a local team in order to expand to Mexico. There are currently 12 employees working for Bnext in Mexico City. The startup expects to launch its marketplace in Mexico at some point during the second half of 2020 as well as to expand to other countries in Latin America in the future.

  • Hydro Flask 

Smart Fit's strategy Hydro Flask, the high-performance, insulated stainless steel flasks and soft good innovations and a Helen of Troy Limited company, is expanding its growing global presence with the addition of two distributors in the Latin American market. Hydro Flask launched in Uruguay in July 2019 and will expand into Mexico in early 2020 through new strategic partnerships with Gubrand and Alta Vertical, respectively. Key channels include outdoor, active lifestyle, sporting goods, coffee/tea and online.Dedicated to uniquely refreshing experiences, innovative design and an unparalleled user experience, Hydro Flask has grown to become the number one overall American water bottle brand in Sporting Goods and Outdoor, according to third party data.

 

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

  • Hasbro 

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

  • InnSpire 

Smart Fit's strategy InnSpire, provider of a comprehensive technology suite that helps drive a world-class guest experience for some of the world’s most iconic hotels and brands, has completed the company’s first foray into the Latin American market through a strategic partnership with leading telecommunications specialist, Nimbus Networks. The new regional reseller/distributor partnership has already resulted in Nimbus Network’s installation of InnSpire’s suite of networking and guest-facing technology in four hotel properties in Peru, which include the AC CostaVerde in Lima, the Aloft Miraflores, Westin Miraflores, and the Casa Andina Premium San Isidro.Grupo Libertador, owner of three of the four Peruvian-based properties that implemented the InnSpire solution in late 2018, cited the company’s innovation, as well as Nimbus’ solid reputation in the Latin America market as primary reasons for their decision. In addition to the successful installations at the first four Peruvian hotels, Nimbus Networks and InnSpire have plans in place to continue their expansion initiatives in the region to include properties in additional countries, with a special focus on Mexico, Argentina, and Chile.

BBVA Colombia has New CEO, Turismocity Argentina, Viacom´s International Management Restructure & more changing places latAm. People change positions, get promoted or move to other companies. Portada is here to tell you about it. Check out last week’s Changing Places LatAm here.

 

BBVA Colombia has New CEO

BBVA has named Mario Pardo Bayona the new CEO of BBVA in Colombia. He will replace Óscar Cabrera, who is leaving the Group to take on new personal and professional challenges, following a successful career in both Spain and Latin America.

 

 

Mario Garello joins Turismocity Argentina as the new Head of Business Development. Turismocity is a travel search engine for Latin America and other Spanish speaking countries that searches in hundreds of travel websites including hotels, airlines and online travel agents.

 

 

ViacomCBS Inc. Management Restructure of its International Networks Division

ViacomCBS Inc. has unveiled a management restructure of its international networks division. The reorganization will simplify ViacomCBS Networks International into two brand groups and three pan-regional management hubs, reporting to David Lynn, President & CEO of ViacomCBS Networks International (VCNI):

Juan “JC” Acosta will be the third of the division’s senior pan-regional leaders, having recently been promoted to President, ViacomCBS Networks Americas. In this role, Acosta is responsible for the company’s operations across Latin America – including the key markets of Argentina, Brazil and Mexico – as well as in Canada and the US Hispanic market.

 

 

Fiat Chrysler Automobiles (FCA) has named Breno Kamei as director of its US brands in Latin America. Kamei will be responsible for the Chrysler, Dodge and Ram brands in the region. He has been FCA’s head of portfolio, planning, research and competitive intelligence in Latin America since 2017.

 

 

 

 

He succeeds Nicholas Parkes, who has moved to head up the company’s commercial arm in Latin America, with the exception of Argentina and Brazil.

 

 

 

 

 

Flor Yonadi has started a new position as Marketing Associate LATAM at Entravision Communications.

 

 

 

 

 

Santander New Global Head of Peer to Peer Payments

Banco Santander announced the appointment of Trish Burgess as the new global head of Peer to Peer Payments. In this newly created role, Trish will lead the strategy and deployment of peer to peer (P2P) payments worldwide, bringing new payment services to customers that are fast, simple and safe to use.Trish Burgess joins the bank from Apple, where she was providing direction for the launch of Apple Card, in conjunction with Apple’s and Goldman Sachs’ product, engineering, marketing and operations teams.

 

 

Mexican movie theater chain Cinépolis has appointed Ana Carolina Yibrin Martínez new Service Marketing Manager. The executive joins Cinepolis from software company L1BRE.

 

 

Juan Pablo Flammini joins Futbol Sites as Senior Vice President Sales LATAM.

 

 

 

 

 

 

 

 

Coca-Cola Brasil has named Poliana Sousa VP de marketing . The executive joined the company in 2018.

 

 

 

 

Martin Queirolo joins The Walt Disney Company as Disney+ Marketing Director Latin America.

 

 

 

 

 

 

At the 2019 Portada Event in Mexico City, we had an insightful Q&A session with Isaias Araiza, Manager, Destination Marketing LATAM at Hilton. He shares his know-how about destination marketing in Latin America, media mix, hotel sites vs. OTAs and more.

 

Interview conducted by Alejandra Velazquez

 

Destination Marketing: Tailoring the Message

In what ways are the Hilton advertising campaigns different for Latin America and for the rest of the world? 

Destination marketing expert
Isaías Araiza

For Mexico and Colombia, it’s important not just to translate, but to adapt the message. You have to be very aware of the kind of words and ideas you are conveying, otherwise, your audience won’t feel connected. They are often very nationalistic and proud of their identity, and the communication needs to be respectful of that. We always cast talent that looks and feels Latin for local executions. Anna Kendrick is our global image, but if we featured her on Hispanic campaigns, people wouldn’t relate. You can’t just take it for granted. You need to speak their local language. 

 

It’s important not just to translate, but to adapt the message.

 

How about between Mexico and Colombia? Can the same message work for both? 

The message and creativity can be the same. However, you have to pay attention to specific local language nuances. We’ve had issues with punctuation throughout Latin America. For example, many countries separate decimals with a comma, not a dot. So if we separate thousands with a dot, instead of three thousand pesos, it would end up looking like just three. We had to be meticulous with that. I always tell customers in the U.S. that they have to take into account the actual day-to-day grammar usage, not just what Google or the [Real Academia Española] says. We might even have legal problems if there’s a mix-up. 

 

Hilton’s Media Strategy for Destination Marketing

What does your media mix look like in Mexico? 

To promote destinations, we have an upper-funnel, massive media strategy. We’re trying to create brand awareness. Hilton is unequivocally recognized as a global hotel chain, however, its specialized portfolio brands are still not top-of-mind for audiences. For example, we want to make clear that Doubletree by Hilton is a part of our family. We still conduct a great deal of offline traditional marketing: printed magazines, in-flight reading material, billboards, OOH at airports, digital and offline radio, and Spotify. Absolutely no television. A bit lower on the funnel, we have digital performance, targeting, training desk…, all things reach-media related. We target customers depending on the kind of hotel we try to promote. 

 

 

How about your video content strategy?

We’re basing our contents around “Rediscover Mexico”, based on promoting the uniqueness of the destination. As of today, we have very little video content, but for this year we’ll be implementing a much stronger strategy. We need to capture customers during the “dreaming phase” and help them develop their journey through special offers. We’ll be offering two proposals: one focused on the destination and favorite places, and another with local stories and characters, influencers, experiences, and random tourist video tell-alls. Like, “tell me how everything was, what you did, where you stayed”, etc. 

We target customers depending on the kind of hotel we try to promote.

 

The Online Travel Agencies Controversy

Do you have a strategy to strengthen purchases on the hotel website vs. using OTAs as intermediaries? How do you fight the generalized idea that OTAs are much cheaper than buying directly at the hotel?

OTAs have spread the idea that their rates are cheaper, but that’s not true. Hilton has a strict parity policy, which means they offer the same rate on their website than anywhere else. This means a single rate anywhere online. There’s no way an OTA can offer a better rate. Expedia and other OTAs take a very significant cut out of the deal, but the price is the same for the general public. Of course, Hilton would prefer selling D2C.

A few years ago we launched a campaign called “Stop Clicking Around” and the motto was “don’t even look for a better rate, here’s the best offer you’ll find”. Same with the loyalty program. The only people who may get better rates than anyone else are the members of our Honor Program. Also, Hilton offers discounts and rewards for customers who purchase in advance. We have strong campaigns to fight OTA preference. 

Is there a way to cut away from OTAs?


Maybe in the long run, but definitely not right now. Since they used to be the only online booking platform, the industry let them grow without limits and now they’re a necessary evil. They became a monster and we’re doing everything we can to control it, but the truth is… it does generate great volume. The problem is, a company should never earn much greater revenue from outside channels than from direct channels. The goal right now is not renouncing OTAs, but rather pairing the revenue mix to a much fairer amount. We’ll implement the strategy to get more flow into our home by generating content, launching informative campaigns, and fostering organic traffic to our sites. 

 

 

Business VS Leisure

Could you give us cold hard numbers of the business vs. leisure categories for online purchases?


It’s hard to get precise data because Mexico is a very dynamic destination in terms of the business and leisure mix. For example, Hilton Reforma is for both sectors because of its privileged location. On weekdays it’s all about business, and during weekends it’s a leader of the plaza. Some hotels in Querétaro are really close to industrial parks and are purely for business, but we also offer benefits if you prolong your stay until the weekend. For example, all users may accumulate loyalty points by using hotel amenities, so they’ll end up redeeming them on future family trips. It’s almost impossible to get an average.

 

Marriott has a very strong minority inclusion program. Do you also have a competitive strategy?

We have an entire marketing section called Diversity and Inclusion, which covers all the spectrum: from commercial strategies to pricing, marketing, special offers, etc. We definitely offer special programs and rewards for our diverse program. Not doing it would be a mistake. 

 

Learning From Mistakes

What was the mistake you learned from the most during your career? 

I used to be a marketing director at one of our downtown Mexico City properties. We had a major issue with public protests and demonstrations. It was impossible not to address the issue. So we released campaign after campaign with alternative routes and all kinds of warnings. But instead of helping, it would highlight the problem. We spent too much time trying to solve it until we realized there was nothing we could do to soften the blow of traffic and blockades. We suffered several cancellations due to expecting an imminent protest, and in the end it wasn’t even as serious as it seemed. We’d live in fear and uncertainty.

Until we just accepted the issue instead of trying to cover it and we implemented a strike insurance: if your event had been in any way affected due to the circumstances, you got a discount. So instead of apologizing, we offered post-care. It’s all about the small details. For example, the Santa Fe DoubleTree offers a warm chocolate cookie upon check-in. We have customers married to the brand who come in just for that cookie. Every and any small thing you do for your customers counts. 

 

Isaias Araiza, Manager Destination Marketing LATAM, Hilton will be one of the dozens of brand marketing innovators present at Portada Miami on June 4, 2020. If you are interested in participating in Portada Miami and/or in Portada’s networking and knowledge-sharing platform with brand marketers please contact us here.

Multicultural marketing may be officially dead (or more important than ever), but one thing is certain: smart marketers focus on culture. Three things they know and you should too…

Smart Marketers Keep Culture on the Front Burner
J. Walker Smith, Chief Knowledge Officer, Brand & Marketing, Kantar

Sometimes people have the view that with enough data you can target anyone effectively, thereby removing the need to appeal to the audience’s culture. How can we continue to recognize the importance of culture in this technology-driven age?  “Culture influences commerce.  There is a recurring tendency among business leaders to take culture for granted.  But culture is embedded in everything, and thus when culture changes everything is affected,” J. Walker Smith, Chief Knowledge Officer, Brand & Marketing at Kantar Consulting tells Portada.
“Culture is how people live.  Technology is simply a tool people use to engage with culture.  Technology is not unimportant.  It’s just not the context of life that is the root source of aspirations, expectations, and values.  That’s culture.”

 Periods of change are when culture gets noticed most, but it never goes away.  The smartest marketers keep culture on the front burner.  Lagging marketers ignore culture, so they are always behind change and new opportunities.

3 Things Brand Marketers Who Focus on Culture Know About

“Periods of change are when culture gets noticed most, but it never goes away.  The smartest marketers keep culture on the front burner.  Lagging marketers ignore culture, so they are always behind change and new opportunities, ” Kantar’s  J.Walker Smith adds.
Savvy marketers who focus on culture make sure to take into account the below three key considerations.

1. It’s Decision Science (Not Data Science)

Smart marketers who keep culture as a key priority know that ultimately data insights are there to base decisions on. That is why it is crucial that data scientists work in close coordination with brand marketing decision makers (who ultimately have the budgeting power.)

2. Marketers who Keep Culture on the Front Burner Run a Business Unit (NOT a Center of Excellence)

Data teams and cultural intelligence teams need to be embedded into the overall marketing organization. They should not act as consultants who have no real decision-making power (e.g. the Hispanic Centers of Excellence that some companies have set up are commendable initiatives but often don’t impact real marketing decision-making). The best is to integrate cultural insights into overall data analysis and marketing decision-making. For example, Curacao, a department chain store with locations in California, Nevada and Arizona which ranks among the top 100 electronics and appliance retailers in the U.S., makes sure to take  into consideration cultural insights as part of the whole marketing mix. Curacao has a team of data scientists that look at purchasing behavior and take into account culture by looking at consumers in the following way:
– Spanish-dominant
– Bilingual – Hispanic
– English-General Market

Another alternative to make sure that data insights and marketing budgets are aligned is by creating a business unit. Pepsi created a Hispanic Business unit in 2018 (a move somewhat contrary to overall U.S. marketing trends).  Esperanza Teasdale, VP & General Manager at PepsiCo’s Hispanic Business Unit, tells Portada, that her Hispanic business unit independently determines strategy , commercial tactics and, most importantly has a dedicated advertising and marketing budget. Teasdale is responsible for the overall Hispanic strategy, engagement and sales for the Hispanic business within Pepsi North America Beverages.

Smart Marketers Keep Culture on the Front Burner
Esperanza Teasdale, VP & General Manager, PepsiCo’s Hispanic Business Unit

We also have our own data team, which is responsible for analyzing the Hispanic business today. That is how we measure performance. Another part of the team analyzes consumer insights. E.g. segmentation. Their worked helped to provide a perspective of Hispanics that goes beyond years in the country and language and is more in the mindset of  the target, ” Teasdale adds.  This helped Pepsi to come up with “Es lo que quiero“, the Hispanic adaptation of the recently released tag “That’s what I like”.

Marketers in the Portada Council System voted for the topic “Why data scientists need to be culturally sensitive; A brand marketer’s perspective”  as the keynote topic for the upcoming Portada Los Angeles, April 2 conference. The topic selection highlights how important it is for brand decision makers understand the cultural implications of the data insights process.

 

3. Marketers who Focus on Culture Check Data Quality (DMP’s and DSPs)

The smartest marketers who keep culture on the front burner also know that data quality is key, particularly when it comes to cultural insights. Data management platforms (e.g. Blue Kai, LiveRamp and others) and demand side providers do not always provide solutions that capture cultural nuances. “For DSP’s and DMPs to have data on particular consumer targets, they need to identify and code them separately. Only this way you can get information/insights back,” an industry insider tells Portada. The issue is that DMP’s and DSP’s often don’t do that extra mile, because they are not paid to do it.

DMP’s and DSP’s often don’t to that extra mile, because they are not paid to do it.

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

For prior Sales Leads editions, click here.

  • Amazon’s Alexa

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

  • Toyota

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

  • Tricolor

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

  • Bank of America 

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

 

 

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

  • Hasbro 

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

  • OneWest Bank

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

Americans’ interest in soccer both as active participants in soccer matches as well as in fandom is growing at a high rate. Therefore, the brand marketing community is taking notice and considering more soccer sponsorships. What is the best strategy for marketers to engage with the Hispanic population through the soccer passion point? International leagues and clubs such as LigaMX, English Premier League and La Liga are alluring propositions. Here’s why.

 

A 2018 Gallup poll shows soccer ranks second in popularity only surpassed by football among the coveted 18-34 demographic. Soccer ties with basketball at 11% and is ahead of baseball at 6%. Undoubtedly, soccer, including beach soccer, is a substantial alternative for brands to reach out to this coveted population segment. These are two reasons why European and Mexican soccer sponsorships can be viable alternatives.

1. High Name Recognition of European Clubs and Stars

Lionel Messi – Photo Property of Futbol Club Barcelona

The high name recognition of European clubs among U.S. audiences, and even more among U.S. Hispanic audiences, explains why brand marketers prefer these marketing platforms over MLS. Thus, more American brands are closing soccer sponsorships with clubs including Futbol Club Barcelona, Real Madrid, Manchester United, Juventus and Bayern Munich. Moreover, the fact that global soccer stars like Lionel Messi and Cristiano Ronaldo are household names makes maximizes opportunities.

Partnering with European Leagues can be alluring to major U.S. consumer brands. As an example, LaLiga North America  —a joint venture between LaLiga, Spain’s top-soccer league, and Relevent Sports Group- recently partnered with Allstate for Soñando con LaLiga, which details the experience and progress of the best 17 players from the Allstate Sueño Alianza National Showcase while they traveled to Spain and competed against LaLiga academies and in front of LaLiga coaches and scouts. (Check out the partnership of Paris Saint German with Nike subsidiary Air Jordan.)

2. LigaMX Soccer Sponsorships Speak Closer to Hispanic Consumers than MLS

The Mexican LigaMX can be a much better soccer marketing vehicle to engage U.S. Hispanics than the MLS, Nick Kelly, Head of U.S. Sports Marketing at Anheuser-Busch, said at last fall’s Portada New York conference. The fact that 70% of Hispanics are of Mexican origin explains the high popularity of the Mexican National Team and LigaMX clubs (e.g. América, Guadalajara, Toluca, and Cruz Azul) among U.S. Hispanics.

soccer sponsorships expert
Nick Kelly

All our world cup campaigns were about the Mexican National Team (not the U.S. National Team)”, said Nick Kelly, a member of Portada’s Sports Marketing Board. Anheuser-Busch partners with the LigaMX particularly for soccer sponsorships and activations in the Southwestern U.S., an area with a very large Hispanic population. In particular, he mentioned Texas, Arizona and Nevada, as well as cities like Houston, Dallas, and surprisingly, Nashville.

Toyota is another company that is betting on Mexican soccer for its Hispanic outreach. Tyler McBride, Engagement and Events Marketing Manager at Toyota Motor North America, told Portada that he is partnering with Club America because they are the top club and most successful team in North America. The team is recognized internationally with a storied history and winning tradition in Mexico’s Liga MX and they are the most-watched soccer league in the United States. “Our partnership with Club America allows us to engage with Liga MX fans year-round across multiple touchpoints,” he said.

Featured image by Vienna Reyes on Unsplash

 

Loyalty marketing includes tools that help marketers engage with consumers. Here are some pros and cons of digital mobile wallets, in-app rewards, blockchain-based loyalty programs, AI-based loyalty marketing and mobile devices with beacon technologies.

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1. Digital Wallets, Great Organizers of Financial Lives

According to recent data, the average American carries 17 cards. This clearly shows how important it is for consumers to have an overview of their financial life (including their different loyalty programs).  Digital wallets are ideal to help customers organize their financial and loyalty products.

2. In-App Rewards: a Loyalty Marketing Tool

The digitalization of reward programs can be an important driver for customer engagement.  However, most In-App Rewards are based on a gamification context.

Pros:

  • Rewards for better prices, discounts, special offers. In other words, this type of technology can leverage the value proposition to customers.
  • Makes feel your regular customer as a high-value customer, that fact can generate effective recency/frequency and at least more interaction with the brand.
  • Churn strategies; getting back old customers / capture new generations and/or new markets.
  • Leverage Ancillary Revenue / Check-in ratio / Leverage negative performance markets or flights.
  • Incentives for B2C markets.
  • Differentiation from competitors.

Cons:

  • In-App can be very strong to generate engagement but also challenging to generate revenue.
  • Potentially low ROIs due to high operation costs (IT, back-end, front-end).

3. Blockchain-Based Loyalty Programs

Blockchain is a powerful strategy for loyalty marketing because of its inherent safety.  The most valuable asset of a loyalty or Frequent Flyer Program is the data. Blockchain is designed to store transactional data in a secure and decentralized way. Customers appreciate this model because it is a “Loyalty Hub”. This technology can simplify the process of applying and keep customers from having full wallets/apps or accounts/passwords with the brands they want to interact with.

Blockchain is designed to store transactional data in a secure and decentralized way.

Pros:

  • High redemption rates.
  • Analytical and statistical information / more accurate information / give the customer what they need, when they need it and at the right price.
  • Customer incentive oriented: “Buy what you need and I’ll reward you”.
  • Traditional loyalty programs reward you for the extra purchase when customers realize that is a problem. Here the information is secure.
  • Loyalty Hub: customers always appreciate simple and centralized platforms.
  • Points can be changed for cryptocurrency.

Cons:

  • Complex method.
  • High UX costs.
  • High consulting costs.
  • Blockchain technology may not yet be popular enough.

4. Artificial Intelligence

Nowadays is not enough to get customers and generate leads from e-commerce strategies. It is a must for companies to start being AI and Machine Learning oriented in some way. This is not a trend, but a real need. Brand marketers and loyalty marketing experts are looking for deep learning experiences that allow recording and auto-analyzing customer information. AI can enable an extremely high degree of personalization. To get the most out of AI it is important for managers to understand market behaviors, customer preferences, demographics, etc.

Brand marketers and loyalty marketing experts are looking for deep learning experiences that allow recording and auto-analyzing customer information.

5. Mobile Devices with Beacon Technologies

Frequent flyer travel programs or loyalty coalition programs are common currency in the travel and lifestyle sectors. These programs provide customers the opportunities to use/redeem the points (virtual coins) they win in the regular day-to-day shopping to acquire plane tickets, accommodation, car rental, ancillary airline products, etc. Beacons allow these programs to be farther reaching and help opening new markets, generally abroad.

Roberto Muñoz, Head of Loyalty Travel at Puntos Colombia, a member of the Portada Council System helped compile this information.

With nearly 95% of shoppers reading online reviews before making a purchase, reviews have transformed the way consumers make purchase decisions. According to a study by the Bazaarvoice network, one product review can result in a 10% increase in sales and 200 reviews can result in as much as a 44% increase in sales. We talked to two brand marketers whose businesses are mostly e-commerce driven about the way they use and leverage online consumer reviews in their marketing efforts.

 

Review Marketing Basics

Review marketing is a process certain brands use to manage their reputation online. For direct-to-consumer brands, this includes monitoring, encouraging, and responding to consumer reviews across multiple platforms.”We rely on consumer reviews because customers say it better than we can,” says Aireen de Peralta, Chief E-commerce Officer at WaterField Designs, a company that sells custom-fit bags and cases online.

We rely on consumer reviews because customers say it better than we can.
review marketing expert
Michael Montanez

Michael Montanez, Director of Marketing at luxury clothing label August McGregor, notes that “We use yotpo to power reviews for August McGregor as we’re adding to our tech stack to improve KPIs. Reviews are expected these days for RTW (ready to wear clothing). It’s all part of the process. Attribution – we haven’t gotten there yet to determine the impact of reviews.”

 

Trusting Customers, not Apps that Go After Reviews

Waterfield does not provide incentives for customers to write reviews. “We feel it’s more authentic if a customer decided on their own to write a review,” explains de Peralta. “We e-mail customers after a few weeks of shipping their purchase and request for them to write a review. That way, they will have had time to use the product in their daily routine.”

review marketing expert
Aireen de Peralta

Today, there are many apps and vendors that will aggressively go after reviews, offering discounts, points, or loyalty awards. However, de Peralta notes that she doesn’t employ these tactics. “Reviews apps are also complex enough to ask users to rate their experience based on certain criteria. We use just the simple open-ended format because we think this is a better way to capture what our user thinks is the primary reason to give feedback about. Each user has a different experience with a different emotional outcome, and we are more interested in capturing the emotions and understanding what it is important to them, rather than what we think is important to get feedback on.”

We use just the simple open-ended format because we think this is a better way to capture what our user thinks is the primary reason to give feedback about.

 

Attribution

Review marketing is very powerful in driving customers to sales. According to a study of customer restaurant reviews by the Harvard Business Review, “a one-star increase in Yelp rating leads to a 5-9 % increase in revenue.” On the other hand, according to research, if there is an excess of three negative articles within search results, businesses can expect to lose 59.2% of their potential customers.

“We can’t track if a certain review caused a sale, but we do get feedback from customers that reviews have helped them make a decision. This is anecdotal evidence, but it’s enough for us to know that reviews do help sales. We also view reviews as an outlet for our community to express themselves and for product feedback,” de Peralta notes.

 

Boosting SEO and Social and Customer Service

Reviews can also substantially boost SEO rankings since the reviews contain keywords. They are also “proof for social”. In addition, they can also inform customer service as “some reviews answer questions that people have”, de Peralta notes.

 

Scotiabank’s sponsorships in Canada and Latin America are focused on sports passion points like hockey and soccer, as well as arts & culture. How do we know this? We talked to Mike Tasevski, VP Global Sponsorships at Scotiabank, and a Portada Council System Member.

 

sports passion points expert
Mike Tasevski

Until a few months ago, Mike Tasevski held the position of VP, Market Development at Mastercard. We asked him in what way his current job at Scotiabank is different from the one he had at Mastercard. “At Scotiabank, I have a global role in which I oversee a very different portfolio that is heavily focused on sports passion points hockey and fútbol with a very unique flavor of arts & culture. In comparison to my previous role, where there was a focus on multiple partners, my role at Scotiabank is to establish unique partnerships that will assist in delivering ROI on all channels for our bank objectives including personal banking, wealth and clients…

My role at Scotiabank is to establish unique partnerships that will assist in delivering ROI on all channels for our bank objectives.

Mike Tasevski, VP Global Sponsorships at Scotiabank, will be one of the dozens of brand marketing innovators participating in Portada Miami on June 4, 2020. If you are interested in participating in Portada Miami and/or in Portada’s networking and knowledge-sharing platform with brand marketers please contact us here.

 

Canada’s Sports Passion Point: Hockey

Scotiabank has billed itself as “Canada’s most international bank” due to its acquisitions primarily in Latin America and the Caribbean, but also in Europe and parts of Asia. We asked Tasevski how Scotiabank’s marketing investment approach to sports passion points differs in all these regions. “The key focus in Canada is hockey due to the popularity of the sport in this nation,” he answered. “People widely consider us Canada’s Hockey Bank due to all our partnerships. Maple Leafs Sports and Entertainment (MLSE) (20-year sponsorship agreement valued at C$800 million, many Canadian hockey teams, the NHL, Hockey Canada) In the South America market, we are investing heavily in soccer (A major partner of Concacaf, Fútbol Club Barcelona (FCB), Costa Rica Fútbol, etc.)”

 

The Way to Mexico’s Heart: Fútbol 

In 2000, Scotiabank increased its stake in Mexican bank Grupo Financiero Inverlat to 55%. Scotiabank later acquired the Inverlat banking house in 2003, taking over all of its branches and establishing a strong presence in the country. The Mexican bank’s name subsequently changed to Grupo Financiero Scotiabank Inverlat.

“Soccer/Fútbol will play an important role in the Latin American market. For example, there are over 25 million FCB fans in the Mexican market,” said Tasevsi. “Our association with FCB allows us to jointly communicate with the passionate fútbol fan and to educate them on the Scotiabank brand and how we can assist with all their financial needs. Fútbol is key in the Latin Market and we will continue to invest and support the growth of this sport passion point in this market.”

Our association with FCB allows us to jointly communicate with the passionate fútbol fan and to educate them on the Scotiabank brand.

Future Plans to Tap into Sports Passion Points

Spanish soccer champions FC Barcelona have unveiled a new regional partnership with financial group Scotiabank, the first deal struck from the club’s recently opened New York office.

The multi-year agreement will see Scotiabank become the La Liga side’s official partner in Latin America and the Caribbean, and it will work alongside the club to sponsor a number of soccer programs in the regions aimed at underprivileged youth.

Scotiabank will also set up soccer festivals and will support local teams in attending training events in Barcelona. On top of this, customers will receive exclusive ticket deals and competitions.

 

 

 

Teads Latam Bets on Female Leadership, Fisher-Price Latin America and more changing places latAm. People change positions, get promoted or move to other companies. Portada is here to tell you about it. Check out last week’s Changing Places LatAm here.

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

Global media platform Teads Latam puts four women in leading key positions in the region:

Teads LatamMiami-based Maria Beatriz Blanco is the new  VP Marketing Latam.

 

 

 

 

Teads LatamMexico-based Laura Tabares is the new Head Of Marketing and PR.

 

 

 

 

Teads LatamClementina Briceño is the new Data Business Lead, Teads Latam.

 

 

 

 

 

Teads LatamCecilia García Gutiérrez is the new Sales Director for Peru.

 

 

 

 

Rafael Alvarez has started a new position as Marketing Manager Fisher-Price Latin America at Mattel, Inc.

 

 

 

 

Alessander Firmino is starting a new position as Managing Director – Latam at Integral Ad Science. Previously Firmino, woked as Regional Managing Director, Brazil and Latin America at Criteo.

 

 

 

Maserati strengthens its leadership team with the arrival of Bernard Loire as Chief Commercial Officer and Paolo Tubito as Chief Marketing Officer.

Bernard Loire will be responsible for coordinating Maserati sales worldwide.

 

 

 

Paolo Tubito is assigned responsibility for Chief Marketing Officer role, coordinating all functions in the Regions.  Most recently, he served as Vice President for Nike Asia Pacific and Latin America.

 

 

Domino’s® SuperBowl Winning Combination, Encanto to Expand Multicultural Products & More Sales Leads. A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now. Check out last week’s Sales leads here.

 

  • Domino’s®

Domino’s® SuperBowlDomino’s® SuperBowl combo worked for pizza lovers, salad enthusiasts or football fanatics. Domino’s® SuperBowl winning combination included two or more items for just US$5.99 each: medium two-topping pizzas, Bread Twists, salads, Marbled Cookie Brownies, Specialty Chicken, Oven Baked Sandwiches, Stuffed Cheesy Bread, eight-piece orders of boneless chicken wings or pasta in a dish. Every year, Domino’s in-store team members dominate game day by delivering Domino’s® SuperBowl hot pizza to millions of households across the U.S. The biggest football Sunday of the year is one of Domino’s top five busiest delivery days of the year in the U.S.Domino’s typically sells about 2 million pizzas on game day – about 40% more than on a normal Sunday.While Domino’s stores throughout San Francisco and Kansas City will see high sales at the beginning of the game, the city of the winning team will likely see higher sales at the end of the night.During last year’s game, Domino’s® SuperBowl menu sold enough pizzas to stretch across about 6,000 football fields.

  • Hasbro
Photo: Licensed creative commons

WPP’s MediaCom is now the global media agency for Hasbro. MediaCom will now handle all of Hasbro’s media duties after taking the U.S. account away from Omnicom Media Group’s OMD.  MediaCom will now handle all the brands under Hasbro in all the markets it has a presence in. Brands under Hasbro include MARVEL, Power Rangers, Transformers, PlayDoh, My Little Pony, Star Wars, Sesame Street, Trolls and more. Prior to the consolidation, OMD held the Hasbro account for 15 international markets including APAC and Europe, while MediaCom was overseeing Latin America. The WPP shop, which looks after the brand’s media in other markets including China and Latam, wooed Hasbro with a consolidation deal, according to people with knowledge of the matter. MG has held the account since 2013. Global media spend for the brand is around $210 million, according to COMevrgence. A spokesperson for Hasbro said: “We’ve made the decision to consolidate media buying for Hasbro under a single agency in order to both drive efficiencies and to provide the best tools and resources for our current collective needs across our global business.”After a thorough review of the agency landscape and our current partnerships, moving forward, all of our global markets will be resourced exclusively through GroupM.”

  • Chipotle Mexican Grill, Inc

Chipotle Mexican Grill announced the Chipotle Aluminaries Project 2.0, an accelerator program designed to support ventures from across the country that are advancing innovative solutions to empower the next generation of farmers. The industry-leading program is sponsored by the Chipotle Cultivate Foundation in partnership with Uncharted, both nonprofit 501(c)(3) organizations. From now until March 11, 2020, farmer-focused companies may submit applications to join a new cohort of ventures that will receive eight months of customized support, including mentorship from industry leaders.The Chipotle Aluminaries Project 2.0 is seeking applicants (both for and non-profits) that provide a solution to one of the top challenge areas faced by young farmers, including access to land, finance, and labor. Solutions in AgTech, education, and wellness—with a focus on the next generation of farmers—will also be considered. This week, the brand was hit by a US$1.3 million fine over more than 13,000 child labor violations at its Massachusetts restaurants.Attorney General Maura Healey ordered the largest child labor penalty ever issued by the state against the Mexican restaurant chain after finding an estimated 13,253 child labor violations in its more than 50 locations.

  • Northgate Market

SuperBowlNorthgate Market, the family-owned and operated supermarket chain, alongside its agency Circus (part of MediaMonks, S4Capital’s content practice), launched a digital campaign featuring “behind-the-scenes” pre-roll ads that anticipate some of the biggest Super Bowl spots, reminding viewers that the products showcased in the ads they’re about to see come from Northgate, “those big game ads start with us .” The clever campaign exemplifies Northgate Market’s status as a challenger brand, pouncing on opportunity to win attention among giants in one of the most competitive moments in advertising-and without spending millions.Taking inspiration from Super Bowl ads that had been publicly released just a week ahead of the game, Northgate Market partnered with Circus to efficiently produce short, pre-roll spots that pre-empt the content viewers are seeking out. The expert play and strategic media placement gives Northgate Market an opportunity to join in on the national conversation and engage local shoppers by showcasing its relevant stock. Lizette Gonzalez-Rodriguez,  Manager, Social & Digital Media at Northgate Markets, is  a member of Portada´s Council System Brand Star Committee that will meet at Portada LA, April 2.

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

  • Woodward Corner Market

Woodward Corner Market opened in the Woodward Corners by Beaumont commercial development at Thirteen Mile Road and Woodward Ave. in Royal Oak, marking the first small format store opened by Meijer in Metro Detroit. The market is focused on bringing customers a mix of fresh, local and convenient food at low prices.The 41,000-square-foot store offers a wide assortment of fresh and prepared foods. It hosts a Great Lakes Coffee coffee shop that specializes in nitro brews, an extensive beer, wine and liquor counter and an expansive international food aisle with eight ethnic backgrounds, including Middle Eastern, kosher, Hispanic, European and Asian foods.Woodward Corner Market is a new neighborhood grocery store operated by Meijer that focuses on bringing fresh food and value to customers in a market-like setting.

The podcast advertising market is becoming a force to be reckoned with. In fact, marketers are projected to spend over US $1 billion by 2021 according to the IAB and PwC. One recent transaction in the podcast M&A space caught our eye: the strategic investments in reVOLVER Podcasts by Latido Music.

 

Latido Music Partners Up with reVOLVER Podcasts

Latido MusicA source at Latido Music, a digital platform for Latin music fans, has told Portada that “for now, it is a minority stake in the double digits, but we are both optimistic about reVolver’s long-term success and ambitious, so you can draw your own conclusions.”

For now, it is a minority stake in the double digits.

The source adds that this was a strategic investment in every sense of the word. “We see reVolver as having a leadership position in its segment, and we like that its consumer base overlaps substantially with that of Latido Music.”

As with most target audiences in the digital age, the digital media industry for Latinx is very fractionalized. That is why, according to the source, ” a strategic investment in reVolver is something of a ‘horizontal integration’ strategy. We try to capture a greater mind share of this important audience across devices and content types, rather than trying to own the entire value chain of a single content type – which in this day and age is effectively impossible anyway.”

 

Graduated Investment

The amount of the investment has to remain undisclosed. However, the source adds: “that it is a graduated investment, meaning our stake in the company will grow over time.”

 

Check out previous Insider columns

Insider: Snackable Content, Multicultural as Something Organic, Amazon Ad Sales and More…

 

 

At the 2019 Portada Event in Mexico City, we had an insightful Q&A session with Germán Villegas, Digital & E-Commerce Manager at Colgate Palmolive Mexico. He shares his know-how for driving growth at the consolidated mega-company, their E-Commerce numbers and investment plans, the future of segmentation strategies, and shares the name of online retailers with innovative tools for marketers.

Interview conducted by Alejandra Velazquez

There’s Always Room for Growth 

Nowadays, consumers look for relatable stories, not product descriptions. Keeping this in mind, we asked Germán Villegas how Colgate Palmolive drives growth for such basic necessities like toothpaste and soap. 

Germán Villegas

“We are touching real, daily consumers by leaving aside the old concepts of “perfect smile” with perfect-looking models. At the Portada Brand Star Committee session (one of the three units of the Portada Council System that met in Mexico City during Portada Mexico), we talked about the importance of reaching diverse audiences, cultures, and minorities to make them feel supported and listened. For example, we’re currently running a campaign that no longer talks about 12 hours of protection, fresh breath, or white teeth. It speaks about positivity. In the ad, a plus-sized woman says “when people say my curves are not attractive, I smile”. We want to transcend Coca-Cola-type messages like “you have to be happy”. We’re focusing on giving visibility to the most effaced members of society. That way, we are much more than just toothpaste. We are an optimistic story.”

Germán Villegas, Digital & E-Commerce Manager at Colgate Palmolive Mexico, will be one of the dozens of brand marketing innovators present at Portada Miami on June 4, 2020. If you are interested in participating in Portada Miami and/or in Portada’s networking and knowledge-sharing platform with brand marketers please contact us here.

We’re focusing on giving visibility to the most effaced members of society. That way, we are mucho more than just toothpaste. We are an optimistic story.

“Growth will happen organically and naturally in time. But beyond expecting things to fall into place, we are experimenting with micro trials now that we can. We are developing segmentation strategies with our clients, learning together about the industry’s ROI, and investing micro amounts. That way, we can learn where to invest more precisely. In other words, we pour money into trials little by little instead of betting millions blindly in the wrong place.”

TV vs. Digital Media: Time to Jump Ship? 

Colgate has always used traditional TV as its strongest media. What are your offline vs. online investment numbers, and has digital won over television? 

We’re closing 2019 with 30% on digital media and the rest is all offline. I believe television is still pretty strong, above 50%. However, we’re trying to invest a little less on TV in 2020. We’re not going straight to digital all the way, but we’re applying our trial and error strategies to see how far we can go, and perform a lot of focus groups to make drastic but informed decisions. 

TV already lost investment this year. I believe the past few years it used to close at 80%, and I think this year it went down to 60%. Next year it might close at 50%. In a few years, there will be very little content produced for TV. The U.S. is already making digital television, which will surely be very attractive to invest in because marketers can program different content for each spectator using digital technology. It might or might not contribute to our television portfolio, but it’s definitely a tendency. “

How do you choose what goes on TV? 

Right now, we’re looking for video production agencies. We’re trying to think digital before TV because we could produce custom-made pieces based on segments. We’ll make many digital pieces for specific targets, and from there we’ll cut a more generic TV ad. We used to make the TV ad and then upload it to the web, but it doesn’t work that way. It’s the other way around. You build a digital strategy based on segmentation. Those measurements help us choose what to show on the much more expensive TV airtime. “

Segmentation Strategies: The Right Message for the Right Ears 

segmentation strategiesTell us more about CP’s segmentation/targeting strategies. Is there room for evolution?

“Massive service providers like Facebook and Google sell us advanced ‘audiences’. These audiences aim to stop segmenting per demographics and switch to consumer attitudes. For instance, no longer targeting “men 30-45 y.o.” and such, but profiles based on passion points. We can segment per sports fans and athletes, music buffs, art followers, etc, and pinpoint a campaign for each. 

We pour money into trials little by little instead of betting millions blindly in the wrong place.

Facebook offers a very interesting product in its portfolio that lets you edit the text of your ad. That way we can sell the same toothbrush by talking about this weekend’s soccer highlights or the newest song from a popular artist. We can write copy as necessary to make it more clickable to the individual seeing it. That’s a great tool. 

A good challenge for future evolution is doing regional segmentation. Since marketing is too separated from the media department, it’s an opportunity for the industry. The brand manager could tell us if sales are decreasing in the south, so we could do our research and see why. That way we could develop specific solutions for localized issues. But right now, we still make advertising for the entire country. “

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

For prior Sales Leads US editions, click here.

  • TurboTax®

TurboTax “New Things”TurboTax®, an online tax preparation service from Intuit Inc., announced the launch of its Latino integrated marketing campaign “New Things” for tax year 2019, seeking to empower and educate Latinos nationwide. The campaign includes brand advertising, digital and social media, public relations and content partnerships. With TurboTax Live, Latinos can connect live to bilingual credentialed CPAs, Enrolled Agents, and Tax Attorneys, who can answer their questions in English or Spanish via one-way video. The best part is that tax filers can access TurboTax Live experts on-demand from the comfort of their own home. All People Are Tax People” integrated brand campaign includes Spanish-language spots New ThingsandAdvice,” which highlight bilingual tax experts who can answer tax questions, give tax advice or review returns line by line before filing, so customers can be confident their taxes are done right and getting their maximum refund. In addition to airing Spanish television spots on Univision, Telemundo, Azteca America, among others, TurboTax’s 2020 campaign will be complemented through the following:Bilingual Blog Content, Media Integrations, Influencer and Media Relations and #WeAllGrow Partnership(TurboTax along with #WeAllGrow Latina Network join forces to launch an educational digital campaign under the theme #SmartDinero). These efforts are being executed in partnership with Hispanic public relations agency, Havas FORMULATIN. John Sandoval, Senior Brand and Latino Marketing Manager at Intuit, is a member of Portada´s Brand Star Committee, whose next in-person meeting will be taking place at Portada Los Angeles on April 2.

 

  • McDonald’s 

McDonald’s announced the launch of a new career exploration mobile application called Archways to Careers that will help restaurant employees nationwide maximize education benefits and take the next step in their professional journey– whether at McDonald’s or elsewhere.  Built with long-standing partner, the Council for Adult and Experiential Learning (CAEL), and with support from InsideTrack, a national success coaching organization, McDonald’s will now be able to offer all restaurant employees a real-time career advising tool that connects them to InsideTrack’s professional and credentialed advisors to support, coach and help them chart a path to achieve the future job or career they desire.This effort builds on the successful Archways to Opportunity™ program from McDonald’s which enables restaurant employees to learn English language skills, earn a high school diploma, benefit from education and career advisors and receive upfront college tuition assistance up to $3,000 after just 90 days of employment.Through the Archways to Careers app, available for download now, restaurant employees will be able to understand the valuable skills they are developing, recognize their strengths and find local education and growth opportunities in a variety of careers. Archways to Opportunity has given out US$90 million in tuition assistance and supported 50,000 restaurant employees since 2015. 

  • LaLiga North America 

LaLiga North America released their newest documentary series, Soñando con LaLiga, which details the experience and progress of the best 17 players from the Allstate Sueño Alianza National Showcase while they traveled to Spain and competed against LaLiga academies and in front of LaLiga coaches and scouts. The players, primarily from underserved communities across the United States, would have been left out or overlooked by the traditional pay-to-play system of organized youth sports. The trip was the most recent initiative within LaLiga North America and Alianza de Futbol’s partnership, and continued LaLiga’s commitment to growing soccer in North America at a grassroots level and provide the Hispanic community opportunities they otherwise would not have access to via the game. The series explores the nuances of the trip and includes interviews with players, detailing their journey to discovery throughout the Allstate Sueño Alianza National Showcase and what led them to this trip, their backgrounds, and their expectations for the future.Allstate Sueño Alianza is the largest scouting program in the United States and allows Hispanic soccer players across U-14, U-17, and U-20 categories the opportunity to be observed by coaches and scouts from LaLiga, US Soccer, FMF, MLS, USL, Liga MX, and the best college programs in the country. Between May and September, every year the program tours in 10 cities throughout the United States and with the registration of over 5,000 players. 

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

  • Travelpro luggage

Travelpro luggage, the luggage manufacturer brand invented founded by a  Northwest Airlines pilot and recommended by frequent fliers, has appointed United Collective as its new AOR.The Huntington Beach, Calif. based agency  will provide brand strategy, creative, digital advertising and content for Travelpro. The global luggage market was worth US$19.4 billion in 2017, according to Statista.

 

According to our just-released survey “What Brand Marketers Need from MarTech in 2020″, advertising technologies for audiovisual media (Addressable TV, Video, Digital Audio and Display, and Programmatic) are the main investments items for the brand marketing community in 2020.

On average, marketing technology now accounts for almost one-third of marketing budgets. Marketers will increase their investment in marketing technology by 27% over the next four years, spending more than US $122 billion on marketing tech by 2022 according to Gartner Research.

The Portada Survey What Brand Marketers Need from MarTech in 2020″ sheds light on the structure of the growth of MarTech expenditures. Based on a poll of 100 brand marketers who are members of the Portada Council System, conducted in the fourth quarter of 2019, Addressable TV, Video, Display and Programmatic, and Digital Audio are pre-eminent investment areas in 2020. They are included in the overall category of Advertising & Promotion, which was chosen as the main overall MarTech expenditure priority by more than 56% of the surveyed brand marketers (see table below).

Top MarTech Investment Categories in 2020

CategoriesInvestment priority in %
TOTAL100%
Advertising & Promotion56.76%
Customer experience10.81%
Social & Relationships13.51%
Commerce & Sales10.81%
Data8.11%
Source: Portada Survey "What Brand Marketers Need from MarTech in 2020"

Contents of “What Brand Marketers Need from MarTech in 2020” 

1. Background: MarTech’s Relentless Rise

2. Main MarTech Expenditure Types per Category in the Survey

3. Survey Results: Brands are Planning to Invest in the Following MarTech Categories in 2020

  • Within Advertising & Promotion, Ad-Tech for Audiovisual Media Plays a Crucial Role
  • Customer Experience: Optimization & Personalization & Testing Leads
  • Social & Relationships. Brands are planning to invest in the following sub-categories of marketing technologies during 2020:
    • Commerce & Sales: Social Media Related Expenditures Lead
    • Data: investment Focus lies on Audience Marketing & Attribution

4.1. Brand/Media Buying Agencies

4.2. Advertising & Promotions: Marketing Budget Weighted Outcome

4.3. Advertising & Promotions: Marketing Budget Weighted Outcome 

Get the Survey

If you are a brand marketer, please click here.

If you are a Marketing Services Supplier, please click here.

Snackable content opportunities, Gonzalo del Fa’s 2020 goal of making multicultural something organic across agencies/clients and more intelligence about what is going on in marketing and media right now. And Portada’s take on it.

Brands looking for Snackable Content Opportunities in 2020 (TikTok and Quibi)

We recently published a piece on the main opportunities and challenges for 2020  according to members of  of the Portada Council System. These opps and challenges include Marketing in a world with a smaller Facebook, Advertising in a divisive political environment and Cross-screen measurement. Here another opportunity as seen by a senior brand marketing executive interviewed by Portada: “With our attention spans becoming shorter and shorter, I think the biggest marketing opportunities that I would like to explore in 2020 are TikTok and Quibi. I think snackable content is the direction that we are moving in, be it 60 seconds or 7-10 minutes. I hope to explore branded content partnerships & product placements on these two platforms in the near future and will be challenged to figure out what success looks like on these platforms.”

I think snackable content is the direction that we are moving in, be it 60 seconds or 7-10 minutes.

An Organic Integration of Multicultural into Brand Marketing Decision Making

Gonzalo del Fa, GroupM“My main goal for 2020 is to make of multicultural something organic across all agencies and clients”, Gonzalo del Fa, president of GroupM Multicultural tells Portada. Del Fa, and his New Majority Ready™ Coalition, hit the topic on the spot. Multicultural marketing should lie at the very heart of Corporate America because the population of the U.S. is predominantly multicultural. This fact should also be reflected in how multicultural marketing opportunities are incorporated into brand marketing decision making. To “make multicultural something organic” means to make decision makers at corporate marketing departments and agency media buying units aware of the opportunity and integrate its discussion organically into brand marketing decision making. (Multicultural) marketing will only work when data analysts and marketing executives with budget decision making power work together in the same business unit (for an example check out Pepsi).

My main goal for 2020 is to make of multicultural something organic across all agencies and clients.

Amazon’s Expanding Ad Sales Team

The more consumers use Amazon’s platform, the more advertisers are willing to place ads on Amazon Advertising’s network. The “other revenue” line in Amazon’s P&L amounted to almost US $3.6 billion and grew by 45% in the third quarter of 2019. The majority of that revenue are advertising revenues. Not surprisingly Amazon is beefing up its ad sales teams. Also in multicultural; Fabio Brunelli  was just appointed as Head of Multicultural Ad Sales U.S. for Amazon.

Peacock

With most broadcast companies loosing linear TV advertising revenues in the order of 10%-20%  annually,  no wonder that Comcast’s NBC is betting heavily (a US $2  billion investment spread over 2020 and 2021) on its streaming platform Peacock. Contrary to many of its competitors in the crowded streaming service market, Peacock is mostly an advertising revenue bet.  Matt Strauss, Chairman Peacock and NBC Universal, says that measurables for the new streaming service are driven in three ways: Active accounts (accounts streaming each month); Engagement (hours watched per account); and ARPU (Average Revenue per User). NBC expects to have between 30 to 35 million subscribers by 2024. By 2024, NBCU expects to break even with an ARPU of $6-7 (mostly advertising revenue based), revenue of US $2.5 billion per year. Comparatively, Hulu generates $10 per sub on advertising today, Strauss notes.

Sorrell’s Non-Traditional Marketing Bet S4 Capital Now Includes Circus Marketing

S4 Capital, the Martin Sorrell backed holding company recently acquired Mexico City-based digital content agency Circus Marketing. Circus will continue to have a presence in the U.S. through its Santa Monica, Los Angeles office, a Circus executive tells Portada. S4 Capital is merging Circus into MediaMonks, the Dutch digital production company which also has a strong presence in Latin America.  The common thread of all S4 Capital acquisitions is that “none are traditional marketing entities, rather, they’re very digital at their core, whether that be related to production, creative, marketing, programmatic or data,”  Jay Pattisall, a principal analyst at Forrester, told AdExchanger.

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

For prior Sales Leads LatAm editions, click here.

  • Payless

 

Payless ShoeSource Inc., an international discount footwear chain, is returning with a new CEO and a new focus on international markets after filing for bankruptcy in February 2019. Payless will shift its focus away from the U.S. to pour more resources into Latin America, its most successful region before the bankruptcy filing, and other international markets. Justo Fuentes, formerly president of Latin America at international footwear company Bata, will be the new CEO of Payless Latin American. In the past year, the company has implemented many new strategies to increase its´  market share and in-store footprint in the region, and in 2020, the brand will include a strong digital component to allow an omnichannel approach to the Latin market, as well as several product strategies that will allow Latin consumers to continue seeing Payless as their primary source of high-quality, value-priced family footwear.After the company filed for bankruptcy, Payless closed all of its U.S. stores while its international stores remained open. Latin America has continued to be a lucrative market for fashion. The footwear market in Latin America grew from US$28 billion in 2014 to nearly US$36 billion last year, and McKinsey predicts that growth will remain consistent in 2020, as well.

  • McDonald’s

At the end of 2019, McDonald’s inaugurated 13 new restaurants in Mexico, with an investment of 9 million dollars, the company Arcos Dorados reported.The firm, the largest independent McDonald’s franchise in the world, said it continues to explore business opportunities in different areas of the country.Arcos Dorados added that the new restaurants have the infrastructure, technological and digital elements to implement what the brand calls “Experience Of The Future”, a technology that will allow a better experience for customers, who can choose their favorite food by putting it together Taste, through interactive and intelligent digital kiosks.Currently, McDonald’s Mexico has about 400 restaurants and employs more than 10,000 people directly in the country.

  • Marriott International 

Agency Alma announced that Marriott International has appointed them as its social media agency of record for the Caribbean and Latin American region (CALA) following a competitive pitch. alma will lead the company’s multilingual and multicultural social media strategy in the region. The award-winning agency, which is part of DDB Latina, will manage, create, and execute social media across CALA’s collection of brands.CALA supports 21 of Marriott International’s 30 global brands, including luxury brands such as The Ritz-Carlton, St. Regis, and W Hotels; premium brands like Marriott Hotels, Sheraton, and Westin; and select service brands like Courtyard, Four Points, and AC Hotels. CALA is one of the fastest growing regions for Marriott International, with over 250 hotels and resorts currently open in 33 markets and more than 100 under development.Marriott International began searching for an agency partner in mid-2019 and selected alma following a competitive pitch process led by Daniel J. Cibran, Founder and Principal of MVMT Consultants.The first collaboration between the two companies is projected for the first quarter of 2020.

  • Kidoz 

Kidoz Inc., kid-tech software developer, owner of the KIDOZ Safe Advertising Network , the KIDOZ Kid-Mode Operating System, and the Rooplay edu-games platform, announced today that it has selected Hub of Hype as its official Kid Safe Media sales agency in Mexico and PML Digital Media (“PML”) to be the official and exclusive sales agency in Argentina, Chile, Perú, Uruguay, Paraguay and Bolivia.The Kidoz Safe Advertising Network reaches more than 100 million children every month and is the world’s most popular COPPA & GDPR compliant, Brand Safe, and Kid Safe mobile advertising network. Leading brands such as Lego, Disney, Crayola and more create awareness with kids by launching Kid Safe ads on the Kidoz Network. PML and Hub of Hype have strong relationships with leading kids brands in Latin America and will represent Kidoz across the region launching video and display campaigns to millions of high engaged kids enjoying their favorite content. Kidoz is certified compliant by Google and is one of the very few networks whose methodologies are compliant with Apple’s strict advertising guidelines.

  • 7 For All Mankind 

7 For All Mankind, an American denim brand founded by Michael Glasser, Peter Koral, and Jerome Dahan in 2000 and headquartered in Vernon, California,  continues its strong bet for Latin America. The company has just landed in the Uruguayan market and is negotiating with a potential partner to address the Ecuadorian market, as explained by Javier Brandwain, director of the company for Latin America and the Caribbean. Based on this expansion, the company expects a double-digit increase in the region by 2020 and considers Latin America to be “an important base for the group’s growth”. Brandwain says that high local competition has not affected the group.In Ecuador, the group analyzes the possibility of entering through its partners in Panama, Mexico and Central America or managing it directly. The company has already received a concrete offer from a local partner to bring the brand to the country. 7 For All Mankind contemplates expanding both through its own points of sale, multi-brand stores or departmental chains.Currently, Brazil is one of the markets in the region where the group evolves best, which expects to reach twenty stores in the country by the end of 2024.

  • Tommy Hilfiger

Tommy Hilfiger, which is owned by PVH Corp., announced the openings of new TOMMY HILFIGER, TOMMY JEANS and TOMMY HILFIGER outlet stores, along with the reopening and redesign of two TOMMY HILFIGER stores and two TOMMY HILFIGER outlets across Mexico. With these openings, Tommy Hilfiger closes the year with 61 stores in the country.The stores are operated by joint venture partner Grupo Axo.There are over 2,000 TOMMY HILFIGER stores in over 100 countries worldwide including global flagships in four locations: Brompton Road, London; Omotesando, Tokyo; Regent  Street, London; and Schadowstraße, Düsseldorf. Anchor stores are located in Amsterdam, Beijing, Berlin, Cannes, Cologne, Dublin, Florence, Frankfurt, Hamburg, Helsinki, Hong Kong, Istanbul, Lima, Luxembourg, Madrid, Mexico City, Milan, Moscow, Mumbai, Munich, Osaka, Panama City.

  • W Hotels 

Marriott International has signed an agreement with Fibra Inn to bring the W Hotels brand for the first time to Mexico’s Yucatan Peninsula. The property is expected to rise on an oceanfront site in Playa del Carmen within walking distance to entertainment, upscale shopping and restaurants.When the 218-room hotel opens in 2023, it is expected to provide Playa del Carmen visitors an exciting, new lodging option that embodies the W Hotels brand’s “work hard, play hard” philosophy. Fibra Inn’s plan calls for multiple food and beverage venues both indoors and out; a signature WET Deck (pool deck); AWAY® Spa; FIT ® Fitness Centre, as well as a beach club and rooftop bar. For corporate and social events, the property is also slated to feature 500-square-metres of meetings and events space.

Changing Places LatAm: people change positions, get promoted or move to other companies. Portada is here to tell you about it.

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

Parisian fashion brand  Dior has a new regional director in Latin America, Hugo Charles.  The new regional director, Hugo Charles, has an extensive experience in the retail in industry, especially in Mexican market. Until last December, he worked as the director for the Luxury Division at the El Palacio de Hierro for 3 years, the same chain of department store where Dior had installed two pop-up shops for the holiday season. Dior has been strategizing to expand its presence in South America with the opening of new stores in countries suchs as Mexico, where the company owned by LVMH opened its first stand-alone stores last October. 

 

As of January 1st, 2020 Ana Torres de Navarra will continue representing the NYTS, however she will be doing so via Colibri Media.  The New York Times will be consolidating all of its international business in both the Caribbean and Latin America with Colibri Media

 

 

 

 

Levi Strauss & Co. (LS&Co.) announced a series of executive changes:

Roy Bagattini, executive vice president and president for Levi Strauss Americas, is leaving LS&Co. to assume a group chief executive officer (CEO) position at Woolworths. Marc Rosen, executive vice president and president of direct-to-consumer, will fill in the role.With Bagattini’s departure, Rosen will be responsible for leading the company’s largest commercial operations, spanning all brands and channels across the U.S., Canada, Mexico, Brazil and the balance of Latin America.Rosen, a veteran retailer who has held roles in e-commerce and international expansion at Walmart, will retain leadership of the direct-to-consumer business.

 

 

IPG Mediabrands has made a few senior appointments:

Andrea Suárez has been named new President of Thrive, while Sergio Kessissian is the new IPG Mediabrands Latin America CEO.

Suárez takes over the global leadership of IPG Mediabrands´ Nestlé exclusive unit. She will be responsible for strengthening the partnership between IPG Mediabrands and the brand globally.

Kessissian, who becomes chief executive officer for IPG Mediabrands Latin America, will replace Suárez, who has held that role since 2015.

LLYC, the global communication and public affairs consultancy, has incorporated three new partners:Mariano Vila, General Director of LLYCArgentina; Ana Folgueira, Executive Director of Estudio Creativo; and David González Natal, Senior Director of the Consumer Engagement department.