What: Pulpo, the digital division of Entravision Communications recently embarked on a rebranding effort to improve how it communicates its broad digital services in the market place, beyond just paid media.
Why it matters: The Pulpo rebranding goes well beyond a new creative, it’s about a go-to-market strategy.

 

For the 4th year running, AdAge has ranked Pulpo as the number one Hispanic Ad focus Network reaching 30 million monthly unique visitors. Founded a decade ago, Pulpo employs over 100 employees and has helped nearly 1500 brands achieve their Hispanic marketing goals.

Pulpo has been working on a rebranding effort that will allow the company to better position its full range of digital services that go well beyond just paid media. We talked in exclusive to Oscar Padilla, Senior VP of Digital Media Marketing and Insights at Pulpo, about how this repositioning came to place and what it means for brands.

The company has been evolving since its inception. However, when it became a part of the Entravision family in 2014, it became part of a much larger media ecosystem. As a response to the nature of the advertising industry, Pulpo has been organically expanding its portfolio of services well beyond paid media. This new rebranding is all about conveying the full set of offerings Pulpo brings to the table in an even more intuitive manner.

Pulpo will be taking a step further by delivering clear distinctions across three core offerings: Pulpo Media, Pulpo Solutions, and Pulpo Engage. For Media, whose role is to engage audiences across the full digital spectrum (web, mobile, video, and connected TV), the rebranding includes an upcoming fresh podcast and audio offering. Pulpo Solutions will be getting the exposure it needs and deserves to fully perform as a one-stop-shop for digital marketers seeking to drive awareness, convert customers, and drive growth results. And last but not least, Pulpo Engage will be leveraging O&Os content properties, personalities, influencer, and content partners to deliver audience engagement through compelling content experiences. “Pulpo is in a unique position to offer our clients much more than just an audience and CPM offering”, says Oscar Padilla.

Oscar Padilla is a new member of the Agency Star Committee, one of the six units of Portada’s Council System. The Council System’s next in-person meeting will be at Portada Los Angeles on March 14 at Santa Monica’s Loews Hotel.

The ultimate goal for Pulpo is to be loud and clear for audiences to profit from what they do best. It took them a lot of self-searching to accurately describe their potential to boost their clients and work with their needs. Vanessa Moldin, Head of Branding, led the strategies to help the brand sculpt a new look and feel and architect the service offerings in a way that made sense with their core values. “We’re an integrated digital solutions company that can provide robust digital marketing and media services, plus we bring to the table the backing of Entravision Communications giving us unparalleled opportunities to deliver 360 media campaigns to our clients”, says Moldin. The task was not easy, but it was necessary.

The rebranding also delivered a new tagline that, in a simple phrase, encapsulates Pulpo’s core benefit: Your source for Latino fans. But what does the “Latino” difference do for brands? Brands look to have a strong, impactful relationship with their audience, well beyond just impressions and clicks. A Latino Fan is someone that connects with brands at all levels; they’re passionate about their services and products, they share their enthusiasm with their communities and connect with them at a deeper level. The tagline honors the profound relationship brands are thankful to have with their customers.

Consumers engage with a brand through a plethora of touch points and experiences that organically combine media, content, and performance, and Pulpo seeks to deliver on this promise.

The timely renovations come at a moment in which digital advertising is much more fluid and integrated. Consumers engage with a brand through a plethora of touch points and experiences that organically combine media, content, and performance, and Pulpo seeks to deliver on this promise. The company wants brands and advertisers to have an integrated vision of what it can achieve for them; a one-stop-shop partner for all their digital needs.

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Janet has worked as editor and translator since 2013. After graduating with honors when receiving her Bachelor's Degree in English literature, she began working as a book reviewer for Expansión, the leading business magazine in Mexico. She has also worked as editor of young adult literature for publishing houses like Planeta and Penguin, and she's the author of a book of short stories. She's in the process of getting her MA in English at McGill University. Her interests include arts, good food, and her 8 pets.

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