Shopper Marketing

JC Penney, MillerCoors, Wilson, and Oath Share 4 Essential Principles for Effective Shopper Marketing

The term ‘Shopper Marketing’ has been around for some time, but there’s still not as much attention focused on “shoppers” as there is on “consumers”, which could mean a missed growth opportunity. We talked about Shopper Marketing to JC Penney’s Ana Lucía Soto, MillerCoors’ Turiya Luzadder, Wilson’s Ángel Carmona, and Oath’s Maya Abinakad and Denise Brien.


LatAm: E-Commerce to Grow at a 19% CAGR Over the Next 5 Years

Global eCommerce market will grow at an average of 11% over the next five years with Latin America leading the way, according to new data from leading payments company Worldpay.Latin American eCommerce market is set to grow at a CAGR of 19% over the next five years, rising from US$59bn today to US$118bn in 2021 – the biggest rise of any region.


Inside Cargill’s Rumba Meats Relaunch

Cargill is repositioning its Rumba line of fresh variety meats with an emphasis on Hispanic consumers.Marketing elements with Rumba’s new look include packaging, a Facebook page, Internet website, digital banner ads, Pandora Internet Radio ads and retail point-of-sale elements. Most marketing elements incorporate the “dancing lady” graphic, representing the culture, tradition and celebration the brand embodies.


Hershey’s Yussef Kuri – “To Reach Millennials Succesfully it’s Crucial to Let Go of Paradigms and be Open to Learn and Experiment.”

Yussef Kuri, New Emerging Consumers, Marketing Manager at The Hershey Co. is going to be one of the many major brand marketers speaking at  #Portada15  next week.  According to Kuri, to engage the tech-savvy multicultural Millennial it is critical that marketers are open and willing to learn. We conducted an interview with Kuri.


Nestlé USA’s Priscila Stanton: ” For La Lechera and NIDO our Target is the Hispanic Mom”

Priscilla Stanton, Senior Marketing Manager, International Brands at Nestlé USA, was a key player in the just announced partnership between Nestle and BabyCenter. Stanton is going to be a speaker at a is going to be a speaker at a panel on the all-important Latina Millennial at our upcoming #Portada15 Conference. We conducted an interview with Stanton ahead of our annual event.


T-CAAN and SJN join forces to give clients localized expertise

What:The Trans-Canada Advertising Agency Network (T-CAAN) and the San Jose Network (SJN) have announced a hemispheric alliance that will share resources and expertise through the cooperative operations of both networks. Why it matters: The global alliance of T-CAAN and SJN will allow member agencies and their respective clients in Canada, US, and Latin America to meet […]


JCPenney to review US $450m Media Business

JCPenney is said to be reviewing its US $450m media agency business for the first time in almost ten years. Longtime incumbent agency OMD is expected to defend in the retailer’s review of its media account, according to sources. Creative responsibilities will remain at Doner in Southfield, Mich. Doner has worked on the brand since last fall.


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North American World Cup Bid Moving Closer For 2026

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FIFA has reviewed (markedly different) bids from Morocco and North America for the 2026 World Cup. Initial signs point towards the United 2026 bid, and as that gains traction, marketers can plan for increased interest here.


MARKETER INTERVIEWS: Nestlé and NFL Discuss What’s Next in Marketing

MARKETER INTERVIEWS: Nestlé and NFL Discuss What’s Next in Marketing

In what some are calling the fourth industrial revolution, new technologies like AI and VR are expected to dominate the marketing space. Marketers like Bravo and Fernandez agree that companies need to evolve to survive. We talked to Nestlé's Margie Bravo and NFL's Marissa Fernandez about what's next in marketing and how to prepare for what the future brings.


Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

Meltwater’s Ana Hoyos: “We See Great Potential for AI Expansion in Latin America”

The social media landscape is changing at an accelerated pace; artificial intelligence is acquiring a prominent role and companies have to adapt to survive. We talked to Ana Hoyos, area director at Meltwater Latin America, about the recent acquisition of Sysomos and what it means for social media analysis.