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We are excited to announce we’ve been working hard in our website features, which is why we’re sending our newsletter today. Stay tuned for our expanded offering of content for brand marketers in 2020, which we’ve outlined below. 

 

Dear Portada Audience Member,

Just a quick note to apologize for sending out our weekly newsletter on Friday, December 13 instead of on our regular Monday schedule. The reason is that we have been busy updating our website features and this temporarily made it impossible to send the newsletter. This is part of our ongoing efforts and investment to provide best-in-class content for the brand marketing community and benefit our audience and business partners. Our program includes a complete website revamp, SEO strategy and implementation, expanded use of images, social media amplification as well as paid and earned marketing campaigns.

Stay tuned for our expanded content offering for the brand marketing community in January, which complements Portada’s year-round knowledge-sharing and networking platform; the Portada Council System and events.

A Whole New Way of Delivering Content for Brand Marketers

Passion Point Marketing News:
The latest content for brand marketers, including the members of Portada’s Sports & Entertainment Marketing Board. How brand marketers are leveraging sports, music and lifestyle content to engage consumers throughout the Americas. What you need to know. Subscribe here!

Innovation: What’s next for Brands:
A holistic cross-industry, cross-discipline approach to effective and authentic marketing driven by innovation. Key insights about how brand marketers, including the members of Portada’s Council System, reap the advantages of technological innovation to unlock ROI. Subscribe here!

Thank you for being part of our engaged audience. Have a wonderful Holiday Season!

Sales Leads US: 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.

 

  • TaylorMade Golf 

TaylorMade Golf, a leading manufacturer of high-performance golf equipment, announced that the company has selected INNOCEAN USA (INNOCEAN) as its Agency of Record to handle all media planning and media buying responsibilities for the brand.Following a formal review period starting at the end of 2018, the account was awarded to INNOCEAN in September 2019. TaylorMade’s mission is the pursuit of product innovation and reaching new thresholds of performance. INNOCEAN’s new media plan will activate starting January 2020. The agency will manage existing media buys through the end of the year.

 

 

  • Craft Brew Alliance

Craft Brew Alliance, Inc., a leading craft brewing company, announced the launch of La Rubia Blonde Ale in New York and Connecticut. The expansion builds on La Rubia’s robust double-digit growth to date and will be focused on connecting the beer’s easy-drinking style and authentic brand story rooted in family with Hispanic consumers in key markets. Created by father and son duo Luis Brignoni and Luis ‘Pops’ Brignoni, Sr., who are both originally from Puerto Rico, La Rubia quickly gained popularity as the perfect beer for gatherings with friends and family. Over the past several years, La Rubia has grown in popularity across South Florida, where it now ranks in the top 10 of all craft beers. As more and more Latinx fans began connecting with La Rubia’s distinctive flavor and story, CBA saw an opportunity to expand its footprint into new neighborhoods in New York and Connecticut, including Washington Heights, Queens, El Barrio, Bronx, Hartford and New Haven.Created by Latinos for Latinos, La Rubia, which translates to “the blonde one,” is a light-colored ale with a refreshing but distinctive flavor profile. The La Rubia launch strategy into new markets will include packaging, point-of-sale collateral, in-store sampling opportunities, tasting events, out-of-home advertising, media relations outreach and social media engagement, all rolling out this fall.

 

  • United Natural Foods Inc.

United Natural Foods, Incorporated, also known as UNFI, a distributor of natural and organic foods, specialty foods, and related products in the United States, is selling 13 of its remaining 43 Shoppers Food Stores in Baltimore and Washington, D.C. to three separate buyers. The stores are to be sold in three separate deals expected to close between mid-December and February. An affiliate of the Hispanic-focused chain Compare Foods is acquiring five stores and two more stores are going to McKay’s Foods, a family-run independent operator based in Hollywood, according to Winsight Grocery Business. Md. Lidl is the third buyer. UNFI said it will continue to operate its remaining 26 Shoppers stores while marketing them for sale. The Food Partners LLC advised UNFI on these transactions.

  • Wisconsin Cheese Group Holding

Monroe Capital LLC (“Monroe”) announced it acted as sole lead arranger and administrative agent on the funding of a senior credit facility and equity co-investment to support Centre Partners’ investment in Wisconsin Cheese Group Holding, LLC (“WCG”), a leading manufacturer of branded and private label Hispanic foods, including cheeses, desserts, meats and spices.Founded in 1985 and based in St. Paul, Minnesota, WCG maintains an attractive portfolio of trusted, authentic Hispanic food brands, including La Morenita, El Viajero, Reynaldo’s, El Chilar, Lisy, and Orale!, alongside extensive private label capabilities. WCG has nationwide distribution with a strong presence within the mass, club, grocery and specialty / bodega channels and has built an outstanding reputation for customer service and product quality.

 

2019/2020 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

  • LVMH

Luxury giant LVMH has enlisted Brunswick Group for PR support as it acquires Tiffany & Co. in a deal worth US$16.2 billion.Work on the account is being led by Brunswick U.S. senior partner and CEO of the Americas Nik Deogun and partner Jonathan Doorley. Brunswick was hired specifically for this assignment, according to a source familiar with the matter.Tiffany has engaged the services of Sard Verbinnen & Co., an agency the jewelry company has worked with in the past. After weeks of waiting, LVMH and Tiffany jointly announced a deal had been reached at US$135 per share earlier this week after both companies’ boards gave their approval.They expect the acquisition to be finalized in mid-2020 after it clears the necessary regulatory and shareholder hurdles, according to CNBC, which first broke the news.Founded in 1837 in New York, Tiffany rose to become a leading global luxury brand. LVMH, which houses 75 other brands, said in a statement that Tiffany will “transform” its watches and jewelry division.

 

Sales Leads US: 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.

Realogy’s Karim Amadeo has been promoted to Manager, Multicultural & Growth Market at Realogy Holdings and CENTURY 21. We touched base to learn more about her new position and Realogy’s multicultural marketing strategy. 

 

Karim Amadeo, a Portada Council System member, has recently been promoted from Manager, Hispanic National Hispanic Advertising, Century 21 Real Estate to Manager, Multicultural & Growth Market at Realogy and Century 21. We wanted to know more about this new position, so we sat down with Amadeo to ask her a few questions about this new role and Realogy’s multicultural marketing strategy overall.

Realogy is a publicly listed major provider of residential real estate services in the U.S. Its brands include Better Homes and Gardens® Real Estate, CENTURY 21®, Climb Real Estate®, Coldwell Banker®, Coldwell Banker Commercial®, Corcoran®, ERA®, Sotheby’s International Realty® as well as NRT, Cartus®, Title Resource Group and ZapLabs®, an in-house innovation and technology development lab. The company, headquartered in Madison, NJ, operates around the world with approximately 188,600 independent sales agents in the United States and approximately 111,200 independent sales agents in 113 other countries and territories. According to the most recent financial statement, Realogy spent US $202 million in marketing in the first nine months of 2019 versus 199 million during the first nine months of 2018.

Realogy provides independent sales agents access to leading technology, best-in-class marketing and learning programs, and support services to help them become more productive and build stronger businesses. In her expanded role, Amadeo tells Portada, she will be serving all the Realogy brands, while continuing to lead Multicultural National Advertising efforts at Century 21 Real Estate.

Realogy's Karim Amadeo
Realogy’s Karim Amadeo

“As part of my expanded role, I will focus on managing our industry partnerships and increasing our agent and broker engagement efforts,” she commented. “Additionally, I will continue to work with CENTURY 21 on its Empowering Latinas campaign, which launched in 2017 and has awarded more than 100 scholarships to Latinas in Miami and Houston markets, as well as the brand’s collaboration with the Eva Longoria Foundation.”

As part of my expanded role I will focus on managing our industry partnerships and increasing our agent and broker engagement efforts.

Realogy’s Multicultural Objectives

When asked about which in her opinion are the main objectives of Realogy when it comes to the multicultural consumer, Amadeo answers that “Realogy has worked to elevate our engagement throughout the year, and has commenced a three-year Growth Markets strategic plan to leverage the scale of Realogy and better align our internal brand teams. We participate in industry conferences that specifically focus on policies that support a more diverse market.”

In addition, Amadeo explained that executives and affiliates volunteer as speakers to join the conversation and make a positive impact in the real estate industry and in the community in two ways: “First, as a shared service for our different brands, Realogy seeks to attract and retain diverse corporate talent, agents and brokers to mirror or exceed growth market demographics in the communities that we serve. Second,  as end-consumer Realogy focuses on external diversity marketplace efforts by forming partnerships with professional real estate associations whose ongoing missions are to improve diverse homeownership rates, including among the Hispanic, Asian-American, African-American, and LGBT communities.”

Cultural traditions that drive multicultural shopping are also resonating with many mainstream shoppers, which increases return on investment and magnifies the business case for reaching multicultural consumers.

Growth Opportunity

According to Amadeo, “the population growth and the increase in buying power of Hispanic, African-American, Asian, and LGBTQ segments has provided significant growth opportunities for companies that serve the needs of multicultural consumers. Brands that provide a high level of service and support to multicultural consumers are finding success. It’s not about simply having an ad in a different language. Rather, it is about being culturally relevant. We still need to see more ethnic diversity in marketing and media.”

Increased ROI

Amadeo adds that “According to Nielsen, the multicultural consumer is younger than the rest of the population and a trendsetter and taste maker across a broad range of categories, from food and beverage to beauty products.”

Reaching out to this segment has an important potential to increase ROI. As she explains, “Cultural traditions and social aspirations that drive multicultural shopping and product behaviors are also resonating with many mainstream shoppers, which increases return on investment and magnifies the business case for reaching multicultural consumers. Additionally, multicultural consumers have a higher life expectancy, living longer than their White Non-Hispanic counterparts.”

New Lead Generation Programs

Realogy’s overall marketing strategy has recently been strengthened by several lead generation programs, as we could infer from CEO Ryan Schneider’s conference call with financial analysts on November 7. Over the past year, Realogy has launched multiple marketing products, including Listing Concierge and Social Ad Engine to help drive better marketing for its agents.”We are excited to enter 2020 with three new high potential lead generation programs that can provide high quality leads to our agents and franchisees and deliver great value propositions to consumers,” said Schneider.

“In Q3, we launched Exclusive Look, a new marketing product available to all of our 47,000 Coldwell Banker owned brokerage agents share and search new listings before they are available to the broader market via public websites,” he added. “Second, last quarter, we launched TurnKey in collaboration with Amazon, as a new source of lead generation for our agents and franchisees. In Q3, we launched the Realogy Military Rewards program. And more recently we announced an Affinity lead generation program with AARP that will launch in Q1 of 2020.”

Portada Council System members have voted for the topics to be discussed at the three main speaking slots at Portada Los Angeles on April 2, 2020. The topics revolve around data collection with a cultural approach, influencer marketing, and consumer insights. 

 

For over a decade, Portada has been there to offer a space in which experts can discuss the most relevant issues of marketing and advertising. Now, for 2020 we are taking it one step further by inviting brand and agency decision-makers (members of the Portada Council System) to get directly involved in the selection of the content of each of our events.

Consequently, the brand marketers in Portada’s Council System have voted for the topics to be discussed at the three main speaking slots during Portada Los Angeles on April 2, 2020.

“The brand marketers in our Council System play a crucial part in determining the topics of our events. By having these leading practitioners suggest and vote for the themes of the three main speaking slots, we make sure that brand marketing, tech and media executives targeting the diverse U.S. consumer get the most relevant content available in the marketplace,” says Marcos Baer, president of Portada.

Below are the three winning topics as well as comments from Portada Council System members as to why these reflect their interests.

Portada Los Angeles Keynote: Why data scientists need to be cultural experts (A media planner/buyer perspective)

In 2017, the Economist declared data, and no longer oil was the most valuable resource in the world. And even though brands and agencies now have access to tremendous amounts of data, the tricky part is how to make sense of it. For the Portada Los Angeles Keynote talk, Council System members selected the topic of data collection and the extra layer of adding a cultural filter to how that data is processed. Below are the members’ thoughts and questions around the issue.

 

I’d like to hear how data scientists are cutting data to understand audiences and behaviors at the multicultural level. It would be interesting to see how the data changes once you’ve looked at it from a cultural perspective.

Would be interested to hear from data scientists about how they layer in cultural understanding. Is it all done in algorithms or are they also making “manual” choices based on cultural nuances?
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?

How to combat bias in data, examples of how data can be interpreted in different ways by people who do not understand the culture?

I notice there is a shift where many ethnic or multicultural agencies are moving beyond population subgroups (Hispanic/Latino, Asian, etc) and shifting towards culture. So in a way, culture and being culturally relevant is the latest evolution of multicultural marketing. It would be good to hear how the rigors of data relate to culture or vice versa.

Consumer Insight Highlight Speaking Slot: What creates brand lift?

How to measure brand lift. How to understand the impact of media spend.

This seems fairly obvious, but with so many marketers choosing to focus on attribution and lower-funnel metrics, it’s important to remind ourselves that without a strong brand identity and awareness, the purchase funnel will dry up.
I am especially interested in understanding how can I lift or transform a brand’s reputation and perception online, social listening studies, setting benchmarks, improving engagement based on brand interactions that aren’t necessarily transnational, cause-related marketing and its true impact on brand love and conversion.

 

MarTech Solution Spotlight: Evolving Influencer Marketing

How do you break through the clutter in an age where people are used to influencers pitching product after product?

Which industries, type of messages or cultural moments are influencer moments and which are not?

Understanding how companies evaluate influencer marketing’s impact on their objectives. And also how they think about leveraging influencers.

As media markets are diversified to include more faces and individuals that come and represent specific communities it’d be pertinent to hear more about the process of influencer identification, vetting, and relevancy in the different markets we are trying to influence.

It would be good to understand how this has evolved and what the next platform capabilities are.

Portada Los Angeles 2020 will be a unique experience. First, the three different Council System bespoke workshops will take place in the morning. Also, brand marketers and best-of-breed marketing services suppliers will have 1:1 meetings and attend VIP networking functions. In addition, attendees will learn at four exclusive and highly-curated speaking slots on the themes outlined above, which were voted by the over 100 brand marketers in the Portada Council System.

More information about the structure of speaking slots at Portada events:

  • Keynote: 45-minute session. An overarching topic of paramount importance to the brand marketing community to be addressed by subject matter experts who provide innovative solutions.
  • Consumer Insight Highlight: 25-minute session. Consumer Engagement and sales conversion are the ultimate objectives for brand marketers. This session will provide key and fresh consumer insights that foster the understanding of the U.S consumer and provide actionable tips for marketers.
  • MarTech Solution Spotlight: 25-minute session. Technology plays a crucial role both for consumers as well as an enabler for marketers. During this session a major brand marketing thought leader will reveal the latest trends on the use of technology by consumers and brands.
  • Partner Thought Leadership Presentation. An opportunity for a Portada partner to gain major exposure in front of a listening audience of major brand marketing executives.

For more information about Portada Los Angeles on April 2, 2020 click here

 

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

@viacomamericasChilean multinational retail company Cencosud S.A., owner of Jumbo, Easy and shopping Unicenter, will have for the first time an Argentine CEO. Matías Videla, who takes over as the holding company new general manager on Dec. 1st, will  replace Andreas Gebhart.

 

 

Viacom International Media Networks (VIMN) sees great potential in its Latin America and international OTT and Studio business. As part of its continued global expansion efforts, the company announced key leadership changes:

Pierluigi Gazzolo, President of VIMN Americas and EVP of Nickelodeon International, is being elevated to President of OTT International and Viacom International Studios (VIS) . In his new role, Gazzolo will initially focus on accelerating the rollout of Pluto TV across international markets, starting with a major launch across Latin America in early 2020. 

 

 

 

Juan “JC” Acosta, currently EVP and COO of VIMN Americas, will be upped to President of VIMN Americas, effective January 3, 2020.

 

 

 

 

Sebastián Bulgheroni has been named Head of Marketing at Prisma Medios de Pago S.A.

 

 

 

 

After 12 years at The Coca-Cola Company, Adriana Knackfuss has been promoted to senior global marketing category director. Adriana joined the company in 2007.

 

 

 

 

WeWork has named former CEO and chairman of Publicis Groupe, Maurice Levy, to interim chief marketing and communications officer, according to Bloomberg. This is part of WeWork’s five-year turnaround plan which came after the company laid off around 2,400 employees globally.

 

 

 

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

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.

  • LATAM Airlines Group

Interpublic Group announced that Graphene, a customized team of talent and resources from a range of Interpublic Group agencies, led by McCann Worldgroup and IPG Mediabrands, has been selected by LATAM Airlines Group to continue as its global marketing agency.Graphene has served LATAM since 2015 in 13 markets like Australia, Mexico, the United States and countries in South America and Europe, and the new multi-year assignment will cover all marketing needs from brand strategy and creativity, to digital marketing, performance, CRM and content development across all the airline group’s markets. The dedicated IPG team retained and expanded the relationship after a competitive pitch, which included multiple globally-integrated marketing firms.

  • Duracell 

Duracell has called a global review of its media planning and buying business.Publicis Media’s Starcom is the current incumbent.The review is being managed by ID Comms.

 

 

 

 

  • Clorox 

The Clorox Company, the consumer goods manufacturer, is tapping the power of brand purpose as it seeks to connect with consumers in Latin America, Warc has reported. Catalina Abadia, brand engagement lead at The Clorox Co., discussed this subject at the 2019 Festival of Media Latin America (FOMLA). According to Abadia, an important driver of success involves demonstrating how the organisation’s brands fulfil a core underlying mission.Cleanliness is a brand attribute that needs to be included in the Clorox messaging, according to Abadia.Marketing efforts that show “men and women together” taking joint responsibility for keeping – and thus enjoying – a clean house.A related case in point involves a campaign that ran in Argentina earlier this year that tackled this issue – and built on a tongue-in-cheek expression that whenever a man does domestic chores, he “deserves a monument”Building on this theme, Abadia suggested that programs of this type elevate Clorox’s brands from being just a product to having a clear purpose. 

For prior Sales Leads LatAm editions, click here.

  • Softbank Group Corp

Softbank Group Corp said its Latin American fund is investing 580 million reais (US$138 million) in e-commerce software provider VTEX, together with Brazilian funds Gavea Investimentos and Constellation Asset Management. VTEX provides e-commerce support in Latin America for clients including cosmetics brand Boticario, cellphone maker Motorola and appliance maker Electrolux.Its founder and CEO, Geraldo Thomaz, said in a statement that the proceeds will be used to expand research and development, including new artificial intelligence software for e-commerce.The investment is the latest in a series of bets on Latin American technology startups from Argentina to Mexico by SoftBank’s US$5 billion fund dedicated to the region.

Sales Leads US: 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.

  • TriAcura 

Mediahub has been appointed TriAcura Dealer Advertising Association new media AOR, Mediapost has reported. MullenLowe, TriAcura Dealer Advertising Association and Acura´s  national brand creative agency of record, wil work alongside Mediahub. TriAcura Dealer Advertising Association, which encompasses 25 Acura dealerships across Connecticut, New York and New Jersey.It is the largest Acura dealer association in the U.S.Mediahub will service its new client from the agency’s office in New York and will be supported by  the Mediahub local market broadcast planning and buying team in Winston-Salem.

  • Panda Express & The Coca-Cola Company     

Panda Express and The Coca-Cola Company announced their Get a Coke & Give Good Cheer initiative, a campaign created to inspire hope and spread joy to children and families going through difficult times this holiday season. From Nov. 25 through Dec. 28, when guests purchase any Coca-Cola beverage at their local Panda Express restaurant, the businesses will donate holiday gifts and cheer to thousands of children at Children’s Miracle Network Hospitals (CMN) across the nation (value up to $250,000*). Children’s Miracle Network Hospitals is a longtime partner of Panda Cares Foundation, the charitable arm of Panda Express, which supports the health and education of underserved children across the nation.The Get a Coke & Give Good Cheer campaign will unite the Panda Bear and the Polar Bear to help sick and injured kids treated at 170 children’s hospitals throughout North America. Each Coca-Cola beverage purchased at Panda Express will contribute to this important cause, meaning guests will help the two industry leaders support up to 10 million young lives by the end of the year.

  • Zing Zang

Zing Zang, America’s #1 Bloody Mary Mix!, has selected agency Madwell as AOR to handle the brand’s entire cocktail mix portfolio, according to Agency Spy. The agency will be in charge of social strategy and positioning, campaign platform development, media planning and buying, social media content and community management, digital advertising, and creative execution, along with a website refresh. Madwell will look after the entire portfolio of mixers. This includes Sweet & Sour, Pina Colada, Strawberry Daquiri, Bloody Mary and Margarita.

 

  • CENTURY 21

Karim Amadeo, a Portada Council System member, has recently been promoted from Manager, Hispanic National Hispanic Advertising, Century 21 Real Estate to Manager, Multicultural & Growth Market at Realogy and Century 21. As part of her expanded role, Karem will focus on managing Century 21´s industry partnerships and increasing the brand agent and broker engagement efforts. Additionally, she will continue to work with CENTURY 21 on its Empowering Latinas campaign, which launched in 2017 and has awarded more than 100 scholarships to Latinas in Miami and Houston markets, as well as the brand’s collaboration with the Eva Longoria Foundation.

 

  • LATAM Airlines Group

Interpublic Group announced that Graphene, a customized team of talent and resources from a range of Interpublic Group agencies, led by McCann Worldgroup and IPG Mediabrands, has been selected by LATAM Airlines Group to continue as its global marketing agency. Graphene has served LATAM since 2015 in 13 markets like Australia, Mexico, the United States and countries in South America and Europe, and the new multi-year assignment will cover all marketing needs from brand strategy and creativity, to digital marketing, performance, CRM and content development across all the airline group’s markets. The dedicated IPG team retained and expanded the relationship after a competitive pitch, which included multiple globally-integrated marketing firms.

2019/2020 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

  • Armor All, Rayovac

Energizer Holdings´ car care products brand  Armor All will expand the remit of IPG’s UM to include media agency of record in the U.S. Th agency has been Energizer’s North America media planning and buying incumbent since February 2019. In addition to Armor All, Energizer has also awarded media duties to UM for its battery and lights brand, Rayovac.UM will now handle strategy, planning, buying, research, and data and analytics duties for both Armor All and Rayovac.

 

Sales Leads US: 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 n

All about how Latcom and Disney designed a successful communication strategy for the new Disney films and empowered the world’s largest entertainment company.

 

The premieres of Toy Story 4 and The Lion King quickly broke audience records, becoming some of the highest-grossing films so far this year. To position these releases, Disney followed the advice and strategic guidance of Latcom, a company specialized in Out of Home Advertising (OOH). Thus, Latcom and Disney worked together in an effective out-of-home strategy that helped the success of the entertainment company.

To develop an action plan, the company analyzed new challenges in the entertainment world, current market demand and changes in the way movies are consumed. It was also necessary to face the challenges presented by the target audience. On the one hand, Latcom and Disney had to connect emotionally with those that saw the original Lion King; on the other hand, they had to seduce Toy Story fans who considered that the existing trilogy was enough, or that a fourth film brought potential to ruin the story.

The objectives were generating awareness with target audiences: centennials, millennials, families and fans; and positioning the films as “must-see events.” Consequently, Latcom designed a strategy based on the consumer journey, while identifying the key touchpoints for the campaign. In the end, it was structured around four OOH advertising modules and a mobile component that worked as a complement.

“It wasn’t just about buying media, but rather about doing an in-depth analysis of the consumer behavior of the different audiences in Latin America and the different targets that make up that audience,” commented Valentín Bueno, CEO of Latcom. “Each target has a different point of contact with Out of Home media. For example, in the case of children, who are a very difficult target audience to reach, we had to generate special networks close to the areas they frequent.”

The campaigns were executed in Buenos Aires, Gran Buenos Aires, Córdoba, Rosario, Mendoza, San Pablo, Rio de Janeiro, Mexico City, Guadalajara, Monterrey, and Puebla. A mobile component was included at some of the target’s points of interest to reinforce the main communication. Static images and gifs led traffic to the campaign’s website. In addition, geofencing technology covered a radius between 100 and 500 meters, in areas with a good concentration of the desired target audience, such as schools, sports clubs, parks, cinemas, and shopping malls, among others.

“Cities can be transformed into a hub for entertainment distribution and access to all kinds of content worldwide. This system has great potential and I think we can contribute a lot to it. Making this campaign for iconic movies like Toy Story and The Lion King filled us with pride because of the excellent results it had in all markets,” Bueno concluded.

 

Sales Leads US: 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.

  • Amscot Financial

Amscot Financial—the Florida-based leader in providing convenient, consumer-oriented financial services through its network of retail branches— reveals its 6th Spanish-bilingual campaign geared toward a critically important consumer segment across core Florida markets. The campaign highlights convenient financial services available to a wide range of consumers from new arrivals resettling in Florida, to entrepreneurially spirited, first-generation families and career-building millennials. A market with a greatest share of foreign-born residents, Greater Miami outranks New York with the largest concentration in small business growth. The Amscot Financial broadcast media campaign launches mid-November and airs across the largest Hispanic DMAs in Florida — Miami-Dade, Orlando and Tampa, with a rotation of 30, fifteen-second, combined TV and radio executions. “We knew our authentic storytelling hit a nerve when our multi-ethnic actors reacted with tears, laughter and a sense of nostalgia while delivering their performances. Each spot depicts unique circumstances and culturally-influenced nuances with universal appeal,” said Shirley Attia, Semilla AD’s Creative Director. Headquartered in Tampa, Fla., Amscot Financial is a leading provider of convenient, consumer-oriented financial services, including cash advances, check cashing, bill payment, money transfers, prepaid access cards and money orders. Amscot Financial currently operates 237 retail financial service centers throughout Florida and employs close to 2,000 associates.

 

  • Pinterest

American social media web and mobile application Pinterest has appointed Mediahub and 72andSunny as its media and creative agencies of record, following two separate reviews.Giant Spoon was the media incumbent since 2017. 72andSunny is Pinterest’s first creative agency of record. The company had previously handled creative work in-house.Founded in 2010, Pinterest went public on the New York Stock Exchange in April of this year. Pinterest spent only US$4.4 million on measured media in the U.S. in 2018 but US$7.6 million in the first half of 2019, according to Kantar. 

 

  • Northgate González Market

Northgate González Market, California’s premier family-owned, Latino themed supermarket chain celebrated the grand opening of its newest store located in Riverside. Located at 10391 Magnolia Ave., in Riverside, the store commemorates the company’s ongoing commitment to serve the local communities with a wide array of fresh quality and affordable grocery items and services.The supermarket represents an economic development success story for the City of Riverside. The new Northgate Market employs 224 associates, with 168 of the positions filled by residents of Riverside and its surrounding areas.As part of Northgate’s grand opening celebration, the company reached out to local community organizations and made contributions totaling $25,000 to support local services and programs.

2019/2020 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

  • FCA

Two capable FCA trucks were recognized among the best new vehicles within their category segments during the 10th Annual Hispanic Motor Press Awards® (HMPA) at the 2019 Los Angeles Auto Show. The 2020 Ram Heavy Duty grabbed the top spot in the Pickup Truck segment and the all-new 2020 Jeep® Gladiator earned top honors in the Adventure 4X4 segment.  The Hispanic Motor Press Foundation selected a panel of more than 20 automotive experts to identify the top 10 best new vehicles for Hispanic families. The jurors identified a single model in each category that reflects the best value in the market for Hispanic families. All facets of the vehicles were evaluated, including design, comfort, safety, economy, handling, performance, functionality, environmental requirements, driver satisfaction and value.

  • Lost in Paradise by Sofia Vergara

Entrepreneur, actress and beauty icon, Sofia Vergara, announces the launch of her newest fragrance, Lost in Paradise by Sofia Vergara. A captivating scent that transports the wearer to a tropical utopia, filled with luscious fruits and sun kissed flowers. Inspired by Sofia’s love of all things exotic, Lost in Paradise is a delicious floriental fruity blend. A delicate mix of crisp red apple and green nashi pear create a bright fruity top. The heart of the scent gracefully emerges with opulent white florals, delicate gardenia, muguet and sensual orange flower. Irresistible warm vanilla and earthy patchouli, add contrast and richness to this sparkling island fragrance.Parlux LTD, a leading global beauty company, designs, manufactures, markets and distributes prestige fragrances and related products since 1987. It is ranked among the Top 100 Cosmetic and Fragrance companies globally and holds the licenses for notable fragrance brands including: Tommy Bahama, Vince Camuto, Pierre Cardin, Kenneth Cole, Paris Hilton, Sofia Vergara and Jason Wu, among others. Sofia Vergara is an Emmy, Golden Globe and SAG nominated actress who can currently be seen as ‘Gloria Pritchett-Delgado’ in America’s #1 comedy, “Modern Family.” Along with the recognition she has earned for her acting career, Vergara is also a successful entrepreneur who has cultivated a strong lifestyle brand.

Sales Leads US: 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 n

Portada Insights Reports are tools that help navigate different disciplines of marketing for both brand marketers and marketing service suppliers. Portada’s new report, ‘Innovative Approaches to Property and Media Rights Evaluation’, sheds light on how brand marketers can better evaluate and implement sponsorships and partnerships. 

 

Even though most brands know the value of a good sponsorship, most companies struggle to align their partnerships with the brand’s objectives. Negotiations tend to be complicated, and success measurement a great deal more so. In spite of this, sponsorships spending has increased steadily in the latest years. Brands everywhere partner up with all sorts of properties, from sports and entertainment to arts and social causes, but it’s still a challenge to truly measure ROI and know where the value is.

Portada is thrilled to announce its newest insights report titled Innovative Approaches to Property and Media Rights Evaluation’, which offers a fresh perspective into sponsorship evaluation and gathers insights from Portada’s Council System of Brand Marketers.

The report includes:

  • Data showing growth of sponsorships per property in North America
  • Data showing the challenge of ROI measurement
  • Challenges and opportunities as seen by brand marketers
  • Practical examples and lessons learned
  • Solution approaches

Fresh Out of the Oven, Download Now

If you are a brand marketer, download here.

If you are a marketing services vendor, download here.

 

 

 

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

GroupM has promoted Marina Gunther to CEO of GroupM México, effective on November 1st. Marina has been serving as Director of Operations & Trading at GroupM since July 2017. 

 

 

 

 

 

 

Martha Giraldo has been named new CEO for Dentsu Aegis Network Chile, following Ivan Pozarski´s departure.

 

 

 

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

Nicolás Bertelloni moved from Brazil to Mexico to become Coca-Cola FEMSA´s new Marketing Director.

 

 

 

 

Xepus Ginebra is Havas Group México new CEO. He will replace Patricia Molina, who has left the agency after 3 years. Xepus comes from GroupM, where he was also CEO. 

 

 

 

Realogy Holdings Corp. Senior Vice President of Global Servicing Michael Valdes has been named the first Corporate Advisory Board Chairman of  AREAA Global, the for-profit corporation owned by the Asian Real Estate Association of America (AREAA). AREAA Global has a special focus on expanding connections with international real estate practitioners and investment opportunities around the globe.

 

 

Lourdes Baeza Delgado joins Logitech México as Senior Head of Marketing. The executive comes from Poly.

 

 

 

 

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

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.

  • Rappi

Following Rappi’s premier in Costa Rica, the Colombian delivery app has now landed in Ecuador. “Ecuador joins the eight countries in Latin America where users live with more time to do what they want and not what they have to do,” said Alejandro Freund, Country Manager of Rappi Ecuador, during a brand presentation on November 7. Some reports say that Rappi Ecuador already has approximately 1,300 delivery partners between Quito and Guayaquil. From this number, 800 can be found in Quito while 500 are available in Guayaquil. With Ecuador in the mix, it has become the latest Latin American market as part of Rappi’s regional expansion. Gradually, the company has invested over US$1.4 billion in nine countries throughout the region since 2017. Today, the aspiring super-app is active in more than 50 cities.

  • Hilton

Hilton, one of the world’s leading hotel companies, comprising approximately 6,000 properties making up 17 brands in 117 countries and territories, has made Latin America one of its main business objectives. Through golf, Hilton has embarked on a process of positioning and strengthening its brand throughout the region.One of Hilton’s most-interesting strategies, beginning this year, was to become one of PGA TOUR Latinoamérica’s Premier Partners. The sponsorship program integrates Hilton into the messaging the Tour conveys through storytelling about its players, tournaments, graduates and community participation in the countries where the competition takes place.Hilton has promoted its message through the Tour’s media distribution channels it uses weekly throughout the region. Additionally, it has brand activation in each of the Tour’s official events and has allowed its most-important clients to enjoy first-level golf experiences. “Golf is in the DNA of Hilton. We have many projects focused on golf such as our ‘Stay and Play’ promotion, which offers a rate that has the green fee and golf cart included. The idea is that guests and sports fans can enjoy these kinds of opportunities,” said Alejandro Martínez Frausto, Hilton’s Senior Manager Destination Marketing LATAM. Alejandro was recently a guest at Portada´s Travel Marketing Board Fall in-person meeting at Portada Mexico in Casa Lamm.

  • Lufthansa Group

The Lufthansa Group has appointed Mindshare its´ new global media agency following a formal review. The appointment will take effect since January 2020. Under the new agreement, the agency adds media duties for Austrian Airlines to its remit.The assignment covers 40 markets outside Germany, Austria and Switzerland. GroupM was the incumbent on the business since 2000. Lufthansa spent about US$482 million on advertising and sales promotions in 2018.

  • Marco’s Pizza

Toledo-based Marco’s Pizza is looking toward the extreme south with plans to expand further into the Caribbean, Mexico, and Latin America.The company, which already is in Puerto Rico and the Bahamas, said that it wants to add more than 50 franchises at international locations by 2025 through strategic franchising in Costa Rica, Jamaica, Mexico, Puerto Rico, and the Cayman Islands.The company expanded into Puerto Rico with its first franchise in 2015 and will have 19 locations there by the end of this year.Earlier this year, Marco’s Pizza was named the “Most Loved and Most Trusted Pizza Brand” according to a 2019 Harris Poll EquiTrend study.As a company, Marco’s has more than 900 locations in 34 states, Puerto Rico, and the Bahamas. It was ranked the No. 4 “Best Franchise to Buy” by Forbes’ 2019 study of investments.

For prior Sales Leads LatAm editions, click here.

Sales Leads US: 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.

  • Toyota

Toyota drove culture forward throughout 2019 for thousands of passionate guests during some of the year’s hottest music festivals. Partnering with the freshest talent in the Latin music scene, Toyota’s Music Den and overall Música experience brought music and art together in a space where music aficionados across the country celebrated culture. Through the hashtag #MásLoud, festival goers shared how they stand out and express pride in their heritage. Toyota capped its 2019 festival season as the official automotive sponsor of the third annual Tropicalia Festival, held November 9-10 in Pomona, California. Toyota’s branded stage featured an impressive lineup of artists throughout the weekend.At each of the year’s festivals. At each of the year’s festivals, the Toyota Música interactive area highlighted vehicle activations featuring the all-new 2020 Toyota Corolla sedan (at Tropicalia; 2019 model at other festivals) and the all-new 2019 Toyota RAV4. Socially-shareable activities and cool giveaways enhanced the fan experience, which emphasized the evolution of culture through music, art and self-expression.

  • Cardenas Markets

Latino-themed supermarket chain Cardenas Markets is setting out on a westward expansion with the opening of a Whittier location next spring.Cardenas Markets, which currently operates 59 stores, has never had a location west of Pomona. The store will employ about 120 people. In May, the company announced it would open locations in Victorville, Concord, Tucson and Las Vegas before the end of this year, and in Montclair in 2020. The Las Vegas store will be Cardenas’ fifth in that city. The move to Los Angeles and Orange counties represents a significant acceleration to that expansion.The announcement of Cardenas’ move westward comes as also Latino supermarket chain Northgate Gonzalez Markets moves east with a new store coming Riverside, its first Inland Empire location. All of Northgate’s 40 stores are in Los Angeles, Orange and San Diego counties.

  • Wells Fargo

The Wells Fargo Foundation has made a historic US$10 million grant to NALCAB — National Association for Latino Community Asset Builders — to support growth-oriented lending to minority-owned businesses nationwide through a network of Latino-led nonprofit business lenders. The new Acceso Loan Fund is designed to help diverse entrepreneurs scale to a greater size — expanding their revenue, impact on the economy and ability to provide jobs.By sharing the grant funds equally, NALCAB, LiftFund and each of ten other CDFI (Community Development Financial Institutions) partners in the NALCAB network will be co-owners of the fund. The Acceso Loan Fund will provide small business loans in the range of US$50,000–$500,000.The U.S. Latino Entrepreneurship Gap Report published by the Stanford Graduate School of Business’ State of Latino Entrepreneurship Initiative identifies scaling, not start up, as the primary challenge for Latino-owned businesses.

2019/2020 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

  •  Xoom

Xoom, PayPal’s international money transfer service, rolled out the ability for customers to send money to recipients in the U.S. for the first time. Through strategic alliances with Walmart and Ria, Americans can now use Xoom to send money fast for cash pick-up typically in minutes at nearly 5,000 locations across the country.Xoom’s services potentially benefit more than 44 million foreign-born people in the U.S.1 who send remittances to family and friends in their home countries. With the introduction of domestic money transfer services, Xoom will now serve even more customers, including more than half of Americans who make domestic person-to-person (P2P) payments2. Using Xoom’s mobile app or website, consumers will have the ability to send money quickly and securely for cash pick-up at any Walmart or Ria-owned store in the U.S. A pioneer in digital remittances, Xoom is a fast way to securely send money, pay bills and reload phones for loved ones in over 160 countries globally.

  • Groupe Renault

Teads, the global media platform, announced a global partnership with GROUPE RENAULT via OMD to deliver full funnel video and viewable display advertising solutions across the single-point of access to the world’s most iconic and trusted media brands reaching 1.5 billion unique users every month. In digital advertising, creativity accounts for up to two thirds of brand impact so Teads will help GROUPE RENAULT via OMD to develop content that breaks through the noise by creating memorable brand experiences for its audience. By working with the Teads Studio – Teads’ integrated creative and data platform – Renault via OMD will be able to bring together media, creativity and technology to create beautiful, data-powered, interactive, video and display ads that work across any device and deliver true business results.Teads’ partnership with GROUPE RENAULT will offer a new way to support their quality advertising campaigns. The alliance enables mass reach, brand-safe, fraud-free and highly viewable inventory in top quality publishers. Thanks to this partnership the automotive group will scale their advertising contents to increase awareness, consideration and action along the entire marketing funnel

p class=”notice two”>Sales Leads US: 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.

Teads has invited select guests to get a preview of the platform’s product portfolio in 2020. The Teads Vision 2020: Miami Upfront will take place on November 20 at the Silverspot Cinema in Downtown Miami. 

 

Teads is one of those companies that are known because it has both eyes set on the future. For 2020, it plans to continue producing innovating solutions in advertising, and they’re not shy about it! Actually, they’re celebrating big time with an upscale event. At the Teads Vision: 2020 Miami Upfront, the company will showcase its great ideas for the future in the heart of Downtown Miami.

The sharpest minds at Teads will host an afternoon of talks on November 20th at the Silverspot Cinema. Brands will be able to see what Teads has in store, and see which products resonate with their objectives. After an introduction by Latin America SVP Eric Tourtel, Teads’ co-founders Bertrand Quesada and Gilles Moncaubeig, as well as Chief Strategy Officer Todd Tran and Monika Cerqueira, Head of Teads Studio Latin America will share their ideas and plans to deliver an optimal advertising experience in 2020.

Guests will spend an insightful time with the Teads team, building together an innovative plan for 2020 while keeping their brand’s marketing objectives insight. After the talks, Teads will host a happy hour for everyone to network and enjoy.

 

ANA announced the winners of the 2019 Multicultural Excellence Awards in 12 categories during the ANA’s 2019 Multicultural Marketing & Diversity Conference. Nike won the Best in Show award for the “Dream Crazy” spot. 

For 19 years, the ANA Multicultural Excellence Awards have recognized client-side marketers and their agency or media partners who produce the best multicultural advertising campaigns. This year, the competition, open to both ANA members and nonmembers, received 224 entries of campaigns produced between June 2018 and June 2019.

Sponsored by the ANA Multicultural Marketing & Diversity Committee, the awards were created to recognize the outstanding work being done in the multicultural marketing industry.

Nike and ad agency Wieden+Kennedy received top honors, winning the Best in Show award for its spot called “Dream Crazy.” The two-minute video features former San Francisco 49ers quarterback Colin Kaepernick and several other professional athletes such as LeBron James and Serena Williams. It encourages viewers to believe in and pursue their dreams no matter how unreachable they might seem. Last month it received an Emmy award for the year’s most outstanding commercial.

In addition to the “Best in Show” award, grand prize winners were honored in 12 categories for industry-leading advertising at an awards ceremony held during the ANA’s 2019 Multicultural Marketing & Diversity Conference.

The award recipients were announced at the ANA Multicultural Excellence Awards Dinner, hosted by Gilbert Dávila, chair of the ANA Multicultural Marketing & Diversity Committee, and Claudine Waite, ANA Director, Content Marketing Committees & Conferences.

The 2019 winners in each category are the following

Category Client Agency
Asian Comcast GALLEGOS United
Print Comcast GALLEGOS United
Audio Walmart Lopez Negrete Communications
LGBT Procter & Gamble Grey Canada and MMK
Experiential Marketing Procter & Gamble/BMW Courageous Studios
Total Market Procter & Gamble Saturday Morning Group
People with Disabilities Wavio Area 23, An FCB Health Network Company
Hispanic Anheuser Busch, brand Estrella Jalisco David
Digital/Social/Mobile Black & Abroad FCB/SIX
African-American Nike Wieden+Kennedy
Socially Responsible Monica Lewinsky BBDO New York, BBDO New York, O Positive, Dini Von Mueffling Communications
Significant Results Microsoft McCann New York
Best in Show Nike Wieden+Kennedy

 

 

Portada is thrilled to announce the arrival of Leslie Zambrano to its expanding team. Zambrano will be providing Portada partners with innovative business development, thought leadership and branding solutions centered around its annual Los Angeles, Miami, New York and Mexico City events.

Leslie Zambrano has recently joined Portada as Sales Director. With a broad experience in leading sales teams in the communications and real estate industries, Zambrano is responsible for providing Portada partners best in-class deliverables, including business development services, public relations and research/insights. She is supported by Account Coordinator Estefania Orozco. Zambrano holds a bachelor’s degree in International Relations from University of Monterrey, and a master’s degree in International Business Administration, with an emphasis in Marketing, Administration and Information Technology, from Schiller International University in Heidelberg, Germany. She has over 20 years of experience in Business Development, Sales, Marketing, and Public Relations.

Zambrano has worked in different industry sectors throughout her career. She has organized several events in Mexico and in other countries like Japan, Korea, Germany, and the United States. She speaks several languages.

She’s passionate about helping others to develop their businesses. In her free time, she enjoys jogging, reading, cooking, wine tasting and spending quality time with her family and friends. She is sociable and outgoing, and she’s a dedicated mom to her 10-year-old son.

To celebrate Leslie Zambrano’s appointment, the editorial team asked her a couple of questions, to share with our readers.

1. What’s your favorite food? 

 I love Japanese food!

2. If you could travel in time where would you go? 

Interesting question! To be honest, I would travel neither backward nor forward, The past can always be revisited in our memories if we chose to do so, and going to the future would kill the thrill of what will happen next… I’d rather keep fully enjoying the gift of life called present!  

3. What are your objectives for Portada in 2020?   

Portada has built an extraordinary year-round marketing services buyers facing knowledge-sharing and networking platform which will help our clients throughout the Americas substantially expand their business and overall positioning. My objective is to have 100% happy clients.  I am also particularly pleased to contribute to the growth of our Mexico City event as Mexico CIty is one of the most marketing and media hubs in Latin America. 
Welcome, Leslie, to the Portada team!

Sales Leads US: 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.

  • Kroger 

The Kroger Co. debuted its new logo and brand transformation campaign, celebrating its love of all customers and associates, food-first culture and long history as America’s favorite grocer.  In July, Kroger announced DDB New York as its first creative agency of record. Kroger’s rich food history, passion for serving its customers and modern data and technology, combined with DDB’s ingenuity and creative horsepower, have helped the iconic retail brand create a refreshed, stronger brand identity – both internally among associates and externally among customers and other valuable stakeholders . New Kroger brand attributes include: the redesigned Kroger logo and tagline Fresh for Everyone” ; primary brand color: blue signals Kroger heritage, safety and trust; new color accent palette(The Kroger brand features a bright and modern palette of accent colors reflective of the fun and inclusive spirit of the campaign) ; animation, photography and video style,  and most important of all, its´ ”Fresh for Everyone” advertising campaign. Kroger is launching a mass media campaign to amplify its new brand transformation. Advertising channels include retail, television and radio broadcast, digital, print, social, podcast, cinema, outdoor, and TV and music streaming services.“Fresh and friendly underpin Kroger’s new brand identity because product quality and the total customer experience – across physical and digital – are key to bringing our brand promise to life,” says Mandy Rassi, Kroger’s vice president of marketing.

  • Pepsico    

Triple Daytime EMMY-winner and bestselling author Gaby Natale has renewed and expanded her partnership with Pepsico. As part of this year’s collaboration, Natale’s role involved emceeing PepsiCo’s Hispanic Growth Summit featuring chart-topping sensation CNCO at the Telemundo Studios in Miami, moderating their “Reshaping the Mainstream” event at the Viacom global headquarters in Times Square and delivering a keynote presentation to energize PepsiCo’s workforce at the company’s White Plains headquarters in New York.Natale’s partnership with PepsiCo is the latest in a series of collaborations that the SuperLatina has launched as part of a concerted effort by her company, AGANARmedia, to elevate Latino voices through empowerment programs and conferences. Some of her most recent collaborations include Century 21’s Empowering Latinas program, TurboTax, Univision’s Posible Business Expo, St Jude and Sprint Latino among others.“We at PepsiCo are very excited to join forces again with Gaby Natale. She embodies the spirit of the Hispanic and Latino culture – making great contributions that many can be proud of,” said Marissa Solis, Vice President and General Manager of the Hispanic Business Unit, PepsiCo North America Beverages.Natale is also the founder of AGANARmedia, a marketing company with a focus on Hispanic audiences that serves Fortune 500 companies such as Hilton Worldwide, Sprint, AT&T, eBay and Amazon. In the digital world, she has a thriving fan base with over 52 million views on YouTube and 250K+ followers on Social Media.

  • Sedano’s Supermarkets

Miami-based Sedano’s Supermarkets, the leading independent Hispanic grocer in the United States, announced the grand opening of its 35th store in Florida and its 10th location in Hialeah. With nearly 100 new employees, the 35,000-square-foot store located at 1170 West 49th Street in Hialeah, Fla., introduces Sedano’s new look and a more spacious layout inclusive of an expansive Hot Food Station and Sandwich Bar with ample seating.The new store gives Sedano’s, which has been a part of the Florida grocery scene since 1962, an opportunity to stand out from the region’s vicious competition. Hispanic grocers like Northgate Gonzales, Fiesta Mart and Cardenas are seeing their role in the U.S. market expand as the demographic grows, according to Grocery Dive. According to the U.S. Census, the Hispanic population is projected to reach 62.3 million by 2020, up from 49 million in 2010. Founded in 1962 by the Herrán and Guerra families, Sedano’s Supermarkets has grown to become one of the leading independent grocery chains in the United States. Sedano’s serves Florida’s booming multicultural communities, with more than 3,000 employees and 35 stores in Miami-Dade, Broward, Palm Beach, Orange, and Osceola counties. As America’s largest independently owned Hispanic supermarket chain, Sedano’s is recognized for its excellent customer service, ethnic product offering, and competitive prices.

2019/2020 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

  • Chipotle 

Chipotle Mexican Grill announced today that it will be providing access to mental healthcare and financial wellness for more than 80,000 employees in 2020 through Employee Assistance Programs and enhanced benefits offerings. This is just one of the many ways that Chipotle continues to enable its workforce by offering world-class benefits.By simplifying access to mental health benefits and identifying work-related risk factors, Chipotle is trying to minimize the effect of mental health in the workplace. Chipotle Mexican Grill, Inc. had over 2,500 restaurants as of September 30, 2019, in the United States, Canada, the United Kingdom, France and Germany and is the only restaurant company of its size that owns and operates all its restaurants. With more than 80,000 employees passionate about providing a great guest experience, Chipotle is a longtime leader and innovator in the food industry.

Sales Leads US: 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.

Portada Insights Reports are tools that help navigate different disciplines of marketing for both brand marketers and marketing service suppliers. Portada’s new report, ‘How Brands Engage U.S. Hispanics: New Segmentation Approaches’, sheds light on how brand marketers can better reach this multicultural segment.

 

Even though Hispanics account for about 17% of the U.S. population, and in spite of their demonstrated buying power and high indexes of technological adoption, most companies still struggle to come up with appropriate multicultural marketing strategies. The need to implement new, more efficient segmentation approaches to engage and retain the U.S. Hispanic consumer is becoming more pressing.

Consequently, Portada has compiled a series of insights that shed light on how brand marketers can face the new multicultural reality. The new Portada Insights report, titled How Brands Engage U.S. Hispanics: New Segmentation Approachesprovides a fresh perspective on the media advertising expenditures reaching Latinos in the U.S. In addition, it shares the results of research conducted throughout the year at closed doors with the Portada Council System members.

“As the United States get more diverse and more complex from a consumer behavior perspective it has become an imperative for brand marketers to develop new segmentation approaches to target multicultural consumers; particularly the U.S. Hispanic consumer. This Portada Insights report is an example of how our knowledge-sharing and networking platform, the Portada Council System, works on innovative approaches for brands to engage consumers in the multicultural United States,” says Marcos Baer, president of Portada.

 

The Portada Insights report How Brands Engage U.S. Hispanics: New Segmentation Approaches includes:

  • Thought Starters
  • Data reflecting the new Hispanic reality, including Hispanic-targeted English-language and Spanish-language media expenditures and forecasts based on research by Portada.
  • Challenges and opportunities in deriving new segmentation approaches as seen by brand marketers
  • Practical examples of why the changing identity features of Hispanics can be a major challenge for marketers
  • Solution Approaches

 

Fresh Out of the Oven, Download Now

If you are a brand marketer, download here.

If you are a marketing services vendor, download here.

 

 

Portada is thrilled to announce the list of finalists that will yield the winning topics to be addressed at Portada Los Angeles 2020. Council System members will vote for their favorites on November 14.

Portada is revealing the list of 9 finalist topics to be addressed at conference sessions during Portada Los Angeles on April 2, 2020. These topics have been chosen by members of the different Portada Council System units. At the November 14 Happy Hour presented by Digo Hispanic Media, marketers who are members of the Portada Council System, will vote for the winning topics for the three main Portada Los Angeles speaking slots: Keynote, Consumer Insight Highlight, and MarTech Solution Spotlight.

Due to the resounding success and growth of the Portada Council System over the last year, going into 2020 we want to make sure that our event programming mirrors the preferences and needs of the brand marketers and first-class marketing service suppliers in our system,” says Marcos Baer, president of Portada.

Finalist topics per speaking slot for Portada Los Angeles 2020 

Brand Star Committee meeting during Portada New York
Brand Star Committee, a unit of the Portada Council System meeting during Portada New York

Brand Marketer Driven Event Programming…

At their in-person meeting at Portada New York, the first-rate brand and media agency decision-makers who are members of the Brand Star Committee, Agency Star Committee and Sports Marketing Board suggested topics for each of the speaking slots. Each Council System unit nominated one finalist per category (see above).

 


…with the final vote at the Happy Hour & Council Content Choice, Nov. 14

On November 14, Portada Council System members will gather at the Happy Hour & Council Content Choice presented by
Digo Hispanic Media,
 where Portada’s Council System members will vote for the winning topics to be addressed at the three Portada Los Angeles speaking slots on April 2, 2020.

“We’re thrilled to present the first Portada Happy Hour & Council Content choice,” commented Augusto Romano, CEO of Digo Hispanic Media. “It’s a great way to advance our partnership with Portada, which has been of great benefit to our company. Having the support of this great team to accelerate our market entry has greatly facilitated the process.”

If you are a brand marketer and would like to join the Portada Council System, please provide contact information here
If you are a marketing service provider and would like to join the Portada Council System, please provide your contact information here.

 

Brand Marketing Executives to Vote for Portada Los Angeles 2020 Winner Topics on November 14 include:

Vice President, Sponsorships, Wells Fargo    

Senior Manager, Advertising & Marketing, Multicultural, Kia Motors America

 Head of US Sports Marketing, Anheuser-Busch InBev

 Vice President, Global Sponsorships, Head of Americas, SAP 

Marketing Manager, Nestle USA

Senior Brand and Latino Marketing Manager, Intuit

National Media Manager, JCPenney                                                                           

National Director, Multicultural & Growth Markets, Realogy

 US Managing Director, CH Carolina Herrera

Digital Marketing Manager – SEM and SEO, Sprint                                                                                                   

EVP I CMO, Curacao

Manager, California Endowment

Category Marketing Manager, GraceKennedy Ltd

Head of Marketing Activation & CRM, Conagra 

Dozens of additional brand marketers will be announced by early 2020.

 

 

Portada picked Andy Berman’s brain to find out the history, tips, and insights behind Global Mind’s meteoric rise to advertising fame.

From Analog to Digital: A Mindframe for Radical Changes

Andy Berman, CEO, Global MindAndy Berman considers himself lucky to have been born in his time. Like many of us, he got to live through one of the most powerful social phenomena in humanity: the world’s transition from analog to digital. “Technology came early into my life. I experienced the first signs of change when I was a teenager. I remember my parents buying me my first console, the Atari. Then the Commodore 64, the Amiga, the 128, then the PC XT… Thing is, I learned through change.”. With each bold innovation, Berman was learning to adapt, evolve, and understand technology like a true native.

But how did these experiences help him lead his company through great change and disruption? “Along with progress, I saw lots of people and lots of companies crash and burn”, says Berman. “But you learn from everything, and then you put it to use for your benefit.” And so, and old-school computer geek and his hunger for innovation helped create a full-service, cross channel advertising agency for the future.

The Digital Way or the Highway

Berman had a clear vision from the very beginning. Almost twenty years ago, the internet was barely moving from the dial-up modem to broadband connections. Owning a home PC still felt sci-fi. TV was the undisputed king of media. But pushing into the future, Global Mind’s DNA has been digital since Andy Berman conceived it in 2001. “We were doing digital when digital didn’t matter to anyone. For us, it was everything. For the other big agencies, it was nothing but a tiny slice of the advertising cake. So, we became a white-level agency for others for a long time. We gained so much knowledge of the digital world until the same agencies that shunned digital saw the cake was getting bigger”, explains Berman.

We were doing digital when digital didn’t matter to anyone. For us, it was everything.

However, as soon as companies realized the massive hit they were missing, they started putting together their own in-house advertising teams, fast. Former clients were now “making their own cake”, so to speak, and Berman’s business took a hit.

In order to stay relevant, Global Mind faced its first major change of direction. The company took a leap of faith and started looking for direct clients instead of performing from behind the curtain. “For ten years, we always had direct customers, but it was never our main business. However, we had a strong regional footprint and we went for it. Our track record of having been white-level for so many agencies made customers trust our services”, explains Berman.

The brave and timely switch of business models worked, big time. “We expanded from Argentina to Toronto, then to Mexico, Colombia, and the US”, recalls Berman. And the success went on for years, until they became the biggest independent players in Latin America. But then, at the top of their game, came yet another wave of change. Sometimes the only way of growing is becoming a link on a stronger chain.

An Offer You Cannot Refuse

The Dentsu Aegis Network derives around 60% of its revenue from digital activity across 143 markets. The international giant purchased Global Minds in July 2018. Andy Berman didn’t hesitate when offered the opportunity. He knew that great power would also bring great technology. This made the decision a no-brainer. “Dentsu had the technology we didn’t have; whatever we had was sourced by Google. We sold our company knowing we’d be getting all those benefits, and access to all that data. So we brought together the best of two worlds: an agency with know-how that works well and a global giant with all the technology. We used to be the biggest independent agency in our region, except for Brazil. Now, we’re part of the big six”.

We brought together the best of two worlds. […] We used to be the biggest independent agency except for Brazil. Now we’re part of the big six. 

And if they’d never been purchased by Dentsu? Would that have made a difference? “We would’ve had to make a tremendous investment to get the same technology now available to us”, replies Berman. “Otherwise, we wouldn’t have been able to offer the high-quality service expected from a global agency”. Simply put, either you keep up or you die. But you always move forward.

Andy Berman’s Five Golden Rules for a Media Agency

According to Andy Berman, these are the tenets of a successful media agency. Missing just one of these would mean putting your agency at a dire risk of obsolescence. Follow purposefully:

  1. Take good care of your staff. Choose them well and listen to their needs. “We still have employees from the first day the company started. Loyalty is the result of taking good care of your employees”, says Berman. So keep them happy and motivated and they’ll be there through thick and thin.
  2. Constantly invest in your business. “Challenges are everywhere. Global Minds was founded twenty years ago, and the digital landscape has now changed entirely. We had to invest, change, do a bunch of things to keep up”. There’s no progress without investment, so be generous with your own company.
  3. Fail fast, mend immediately. “You need to try, experiment and do it faster than anyone else. But when you’ve made a mistake, don’t dwell on it. Pick up and learn as much from it as you can”. Err constantly, but wisely.
  4. Don’t follow trends, set them. “We were one of the first agencies to do regional searches, the first to try to get mobile when everyone else thought we were foolishly wasting money”. Trends might be volatile, but so is the market.
  5. Create specialized divisions. Always assign the right task to the right person. “We were one of the first agencies to have a Mobile Media Director. Over the course of 20 years we’ve had a bunch of directors for different things. When something very disruptive comes along, you have to hire someone who knows who to drive that disruption from within the agency”. Without someone fully developing new technologies, the staff would just be grasping at a straw they don’t fully comprehend.

 

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