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Latin America’s key brands, media agencies and media owners will gather for #Portadalat in Miami next Wednesday and Thursday (June 3 and 4.) Top industry leaders will give insight into the region’s marketing, technology and media landscape. A Q&A with Marcos Baer, publisher of Portada, expains why the 7th annual iteration of the event will be the best yet. The major players, key insights and networking opportunities you will benefit from.

Baer
Marcos Baer during last Year’s #Portadalat

Portada: First and foremost, it’s all about networking right? Who is already registered to #Portadalat?
Marcos Baer, publisher Portada: “Brand marketers, agencies and media leaders from all over Latin America and the U.S/Canada are registered as attendees. Companies represented include Microsoft, Estee Lauder Companies, Jarden Consumer Solutions, Avaya, Mindshare Mexico, Mindshare Latin America, GroupM Latin America, OMD, Samsung, Starwood Hotels & Resorts, Hilton Worldwide, Cisco Systems, Richemont LAC, Cartier, GroupM, Starcom Media Vest, Havas, OMD, Viacom, Disney, Televisa, Yahoo, Grupo Prisa, Sony Pictures and Television, The New York Times, The Washington Post and dozens more.”

Social Media has substantially decentralized the way we communicate

Why did Portada choose “Brand Leadership in a disruptive World” as the theme of the 2015 #Portadalat edition?
M.B,publisher Portada: “There has been an explosion in the amount of content distributed and the velocity of that distribution. In addition, Social Media has substantially decentralized the way we communicate. Paid and Earned Media programs are creating a lot of noise, but only effective brand leadership can translate it into impactful marketing programs that ultimately mean higher sales. We will have the privilege to hear how major global brand marketers like Kellogg, Genomma Lab, Estee Lauder and Bayer successfully meet this challenge and zero-in on Latin audiences in a world dominated by technological disruption.”

Advertising Technologies are quickly entering the Latin American region. Will the challenges and opportunities presented by programmatic buying, marketing automation and data-driven marketing be analyzed at #Portadalat?
M.B.: “Absolutely. We will have Ad-Tech pioneers and the brightest leaders in the sector speaking about the impact of the Ad-Tech revolution on Latin America. Erich Wasserman, Founder and CRO, MediaMath will have an on-stage conversation with Fernando Monedero, Head of Digital Latin America, MEC on “Where is LatAm now and where it should be in 2025.” In addition, Tomas Salvagni, Manager Commercial Division, AGEA-Grupo Clarin, one of Latin America’s media powerhouses, will provide the view of the media owner on this all-important topic.

The Latin Online Video Forum is going to be the first half day of #Portadalat on June 3. Why is this the case?
M.B.: “Online Video, including mobile video, is a very large opportunity for marketers, content creators and media owners. Nowhere more so than in the audio visually crazed U.S. Hispanic and Latin American markets. The opportunities offered by online video technologies are enormous. Yet, there are a myriad of open questions including monetization, viewability, fraud, audience fragmentation, programmatic video buying and much more…”

Who will address these questions?
“A major highlight will be an on-stage conversation between Dr. Shay David, CRO and Co-Founder, Kaltura and Jan Riemens, CEO, Zoomin.TV, a global Multichannel Network. Other companies represented at the Online Video Forum include L’Oreal, 3M Facebook, Starcom, Havas, Teads.TV, Stylehaul, Batanga and Playwire.”

The opportunities offered by online video technologies are enormous. Yet, there are a myriad of open questions including monetization, viewability, fraud, audience fragmentation, programmatic video buying and much more

We see the #Portadalat agenda also puts emphasis on Influencers and Online Video Creators….
M.B.: “That is right, through the emergence of Social Media, access to Online Video Talent has become very important for many media companies. For the first time #Portadalat will be hosting an Online Video Talent Showcase presented by 2btube and offer this constituency the benefit of meeting brands, interact with Multichannel Networks and get key content on Video Marketing. A session will analyze how Online Video Content Creators and Multichannel Networks targeting the Latin World (U.S. Hispanic market, Latin America and Spain) can work together and what they need from each other.”

Will any Social Media and Entertainment Stars participate in #Portadalat?
M.B.: “I am very excited to announce that attendees will be able to enjoy a session with Boyce Avenue, the most followed band on Youtube. With 7 million followers Boyce Avenue has more followers than Beyoncé and Lady Gaga combined. Entertainment Marketers will learn key lessons on Content Virality and Amplification as well as about Branded Entertainment Integrations.”

Mobile and Entertainment Content Delivery are two hot topics…
M.B.: “Entertainment content and its delivery will be a key theme of the on-stage conversation between Charlie Hunter-Schyff, Head of Planning & Insights, Mobile Advertising, Telefónica and Stephen Deane, Global Commercial Director at Guvera. These two experts will discuss how mobility and other factors are changing the delivery of entertainment content and advertising forever.”

Latin American Marketing, particularly if it is done out of Miami always faces the tension between local and regional/centralized marketing…
M.B.: “Yes, and ways to face this challenge are  going to be addressed in several sessions including a presentation by Ruben Leo Sarmiento, Marketing Director, Genomma Lab on the way the Mexico born OTC products giant markets in Latin America and the rest of the world. Panregional vs. Local marketing and advertising decisions are also going to be analyzed at a panel on Luxury Goods and Services with Alexis Thanasoulas, Managing Director Latin America, Zenith Optimedia Group, Pedro Tabera, President and General Manager, Mercedes-Benz Mexico, Stephanie Peña, Regional Sales Director Americas, Longchamp and Javier Martinez Staines, Director General Editorial, Televisa. Another session on the important topic of sports marketing will address some of these questions too.”

Ok, this is great content, but what about fun functions and more networking opportunities?
M.B.: “Of course! We have a great Evening Party presented by Guvera on June 3rd in the Riverwalk Terrace, with wonderful views over Miami. We also have the long-awaited Award Ceremony in which each member of Portada’s Editorial Board of 5 brand marketers will decide which of the finalists in the 10 different Award Categories will get the coveted awards. Last but not least, our popular speed networking session will be led by 20 different agency and brand marketing executives providing attendees ample opportunities to network even more!.”

Tickets for next weeks Latin Online Video Forum (June 3 in the morning) and the 7th Annual LatAm Summit are going fast. Take Take advantage of the online promotion rate!

Join us at PORTADA Mexico!

Latin America’s key brands, media agencies and media owners will gather for #Portadalat in Miami next Wednesday and Thursday (June 3 and 4.) Top industry leaders will give insight into the region’s marketing, technology and media landscape. A Q&A with Marcos Baer, publisher of Portada, explains why the 7th annual iteration of the event will be the best yet. The major players, key insights and networking opportunities you will benefit from.

Baer
Marcos Baer during last Year’s #Portadalat

Portada: First and foremost, it’s all about networking right? Who is already registered to #Portadalat?
Marcos Baer, publisher Portada: “Brand marketers, agencies and media leaders from all over Latin America and the U.S/Canada are registered as attendees. Companies represented include Microsoft, Estee Lauder Companies, Jarden Consumer Solutions, Avaya, Mindshare Mexico, Mindshare Latin America, GroupM Latin America, OMD, Samsung, Starwood Hotels & Resorts, Hilton Worldwide, Cisco Systems, Richemont LAC, Cartier, GroupM, Starcom Media Vest, Havas, OMD, Viacom, Disney, Televisa, Yahoo, Grupo Prisa, Sony Pictures and Television, The New York Times, The Washington Post and dozens more.”

Social Media has substantially decentralized the way we communicate

Why did Portada choose “Brand Leadership in a disruptive World” as the theme of the 2015 #Portadalat edition?
M.B, publisher Portada: “There has been an explosion in the amount of content distributed and the velocity of that distribution. In addition, Social Media has substantially decentralized the way we communicate. Paid and Earned Media programs are creating a lot of noise, but only effective brand leadership can translate it into impactful marketing programs that ultimately mean higher sales. We will have the privilege to hear how major global brand marketers like Kellogg, Genomma Lab, Estee Lauder and Bayer successfully meet this challenge and zero-in on Latin audiences in a world dominated by technological disruption.”

Advertising Technologies are quickly entering the Latin American region. Will the challenges and opportunities presented by programmatic buying, marketing automation and data-driven marketing be analyzed at #Portadalat?
M.B.: “Absolutely. We will have Ad-Tech pioneers and the brightest leaders in the sector speaking about the impact of the Ad-Tech revolution on Latin America. Erich Wasserman, Founder and CRO, MediaMath will have an on-stage conversation with Fernando Monedero, Head of Digital Latin America, MEC on “Where is LatAm now and where it should be in 2025.” In addition, Tomas Salvagni, Manager Commercial Division, AGEA-Grupo Clarin, one of Latin America’s media powerhouses, will provide the view of the media owner on this all-important topic.

The Latin Online Video Forum is going to be the first half day of #Portadalat on June 3. Why is this the case?
M.B.: “Online Video, including mobile video, is a very large opportunity for marketers, content creators and media owners. Nowhere more so than in the audio visually crazed U.S. Hispanic and Latin American markets. The opportunities offered by online video technologies are enormous. Yet, there are a myriad of open questions including monetization, viewability, fraud, audience fragmentation, programmatic video buying and much more…”

Who will address these questions?
“A major highlight will be an on-stage conversation between Dr. Shay David, CRO and Co-Founder, Kaltura and Jan Riemens, CEO, Zoomin.TV, a global Multichannel Network. Other companies represented at the Online Video Forum include L’Oreal, 3M Facebook, Starcom, Havas, Teads.TV, Stylehaul, Batanga and Playwire.”

The opportunities offered by online video technologies are enormous. Yet, there are a myriad of open questions including monetization, viewability, fraud, audience fragmentation, programmatic video buying and much more

We see the #Portadalat agenda also puts emphasis on Influencers and Online Video Creators….
M.B.: “That is right, through the emergence of Social Media, access to Online Video Talent has become very important for many media companies. For the first time #Portadalat will be hosting an Online Video Talent Showcase presented by 2btube and offer this constituency the benefit of meeting brands, interact with Multichannel Networks and get key content on Video Marketing. A session will analyze how Online Video Content Creators and Multichannel Networks targeting the Latin World (U.S. Hispanic market, Latin America and Spain) can work together and what they need from each other.”

Will any Social Media and Entertainment Stars participate in #Portadalat?
M.B.: “I am very excited to announce that attendees will be able to enjoy a session with Boyce Avenue, the most followed band on Youtube. With 7 million followers Boyce Avenue has more followers than Beyoncé and Lady Gaga combined. Entertainment Marketers will learn key lessons on Content Virality and Amplification as well as about Branded Entertainment Integrations.”

Mobile and Entertainment Content Delivery are two hot topics…
M.B.: “Entertainment content and its delivery will be a key theme of the on-stage conversation between Charlie Hunter-Schyff, Head of Planning & Insights, Mobile Advertising, Telefónica and Stephen Deane, Global Commercial Director at Guvera. These two experts will discuss how mobility and other factors are changing the delivery of entertainment content and advertising forever.”

Latin American Marketing, particularly if it is done out of Miami always faces the tension between local and regional/centralized marketing…
M.B.: “Yes, and ways to face this challenge are  going to be addressed in several sessions including a presentation by Ruben Leo Sarmiento, Marketing Director, Genomma Lab on the way the Mexico born OTC products giant markets in Latin America and the rest of the world. Panregional vs. Local marketing and advertising decisions are also going to be analyzed at a panel on Luxury Goods and Services with Alexis Thanasoulas, Managing Director Latin America, Zenith Optimedia Group, Pedro Tabera, President and General Manager, Mercedes-Benz Mexico, Stephanie Peña, Regional Sales Director Americas, Longchamp and Javier Martinez Staines, Director General Editorial, Televisa. Another session on the important topic of sports marketing will address some of these questions too.”

Ok, this is great content, but what about fun functions and more networking opportunities?
M.B.: “Of course! We have a great Evening Party presented by Guvera on June 3rd in the Riverwalk Terrace, with wonderful views over Miami. We also have the long-awaited Award Ceremony in which each member of Portada’s Editorial Board of 5 brand marketers will decide which of the finalists in the 10 different Award Categories will get the coveted awards. Last but not least, our popular speed networking session will be led by 20 different agency and brand marketing executives providing attendees ample opportunities to network even more!.”

Tickets for next weeks Latin Online Video Forum (June 3 in the morning) and the 7th Annual LatAm Summit are going fast. Take Take advantage of the online promotion rate!

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

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: SC Johnson – PDH ::: FCB México – Sal de Uvas Picot ::: IHOP/Mexico ::: Renault – Publicis Chile ::: Don Conect :::

Click here for prior Latam Sales Leads issues

  • SC Johnson

descargaOmnicom’s PHD has won SC Johnson US$600 million Buying Assignment following a review.Maxus, part of WPP’s GroupM was the incumbent.PHD will handle  global media-buying duties. The planning assignment covers approximately US$300 million in brand expenditures and is managed out of PHD’s Chicago office.The broader buying assignment is significantly bigger. Estimates for the company’s global spend have been as high as $1 billion in recent years, although sources indicated that going forward it will about $600 million globally with about $300 million allocated to the U.S.The household products giant said that PHD will work with both of the company’s creative agencies, including sibling shop BBDO and Ogilvy, part of WPP. The company continues to work with both creative agencies globally.SC Johnson brands include Pledge, Ziploc and Shout, among many others.

  • FCB México/Sal de Uvas Picot

Screen Shot 2015-05-12 at 4.20.23 PMThe new Sal de Uvas Picot Locos por la comida”communication campaign has been on air since March. The new campaign shows all these crazy stuff Mexicans do, almost without realizing about it, for food.Sal Uvas Picot wants Mexicans to share their own “crazy”histories or others about food on its digital platform, as the new campaign will have a strong presence in digital media.The spots were made by directors and Gabilú Lara and Norman Christianson, with Salvador Parra assistance, an Art Director that best portray the beauty of Mexican reality. Sal de Uvas Picot’s team was made up of Enrique Baranda, Grouper OTC, and Miguel Angel Lambarri, brand Manager.

  • IHOP/Mexico

image001IHOPuebla1290x1600(preview)IHOP, a successful restaurants chain in the US and Mexico, has announced the opening of its first branch in Puebla, in Angelópolis Mega Mall on Niño in poblano Blvd 2501, on May 12. It is estimated that the chain will bring major economic benefits for the town and the state, generating direct and indirect jobs for residents, plus investment of just over one million dollars to build Puebla’s first restaurant. IHOP, is a new concept of breakfast, lunch and American style dinners that combines a wide variety of dishes ranging from his famous “pancakes” menus to full meals. The new building has been designed and divided into separate spaces to suit different tastes and needs of its customers.

  • Renault / Chile

4gKDWJ9e_400x400Renault has been added to Publicis Chile portfolio of brands. Diego Reyes Naranjo will be the DC responsible for the account and will report, along with his team, to Rodrigo Figueroa Puratic, DGC of the agency. The agency will only handle ATL communications for the  brand. Publicis Chile brand portfolio includes Nescafe, Movistar, Polo Ralph Lauren, McDonald’s and Sodimac, among others.

  • Don Connect / Argentina

descargaDon Connect is Don’s new business unit of Don. It will be led by Mariano Ricciarelli and will provide project services for well-known brands.This new business unit has a multidisciplinary team of specialists in innovation, technology, creativity and strategic planning and will work independently from Don.

More M&A in the Latin American Ad-Tech sector. Gravity 4 has acquired EzLike, a Facebook paid advertising platform, making this Gravity4’s 8th acquisition in only 9 months. The acquisition of EzLike makes Gravity4 a key player in the Latin American paid social space.

CgCh2W6-_400x400descargaGravity 4 just acquired EzLike, a Sao Paulo, Brazil, based Facebook paid advertising platform. This is Gravity4’s  8th acquisition and makes it a dominant player in the Latin American paid social space. Gravity4 recently hired Xavier Mantilla as its General Manager for Latin America.

According to Mantilla, “EzLike has worked with the largest retailers in Brazil. This experience with performance social media is huge for us, as the performance model will allow us to operate a similar model in Mexico.” Gravity4 intends to use best practices across markets. Its   product management for social is in Belo Horizonte, where it now has 12 employees  and 7 in Sao Paulo. “We can service clients across the region, by the Belo Horizonte team,” Mantilla adds.

Player in Facebook Ads

Ezlike is a three-year old company, which became a leader of Facebook advertising across Latin America by offering a fully automated self-service platform for Native Ads Optimization, DPA, and Custom Audiences for agencies and Fortune 500 brands. “It was ExLike’s Facebook advertising management that brought them to the picture.”We know that last year EzLike did over US $35 million in Brazil and they were the market leader,”says Mantilla. EzLike will be integrated within Gravity4’s existing native advertising platform.

We know that last year EzLike did over US$  35 million in Brazil and they were the market leader.

Social Paid is an important element in the fast growing Content Marketing discipline.  According to Mantilla, “Paid social allows you to start that seeding and amplification, so we believe that any business considering content development needs to have a paid model to amplify and distribute the content, as we know its only great content if people can get to it. ”

Paid social allows you to start that seeding and amplification, so we believe that any business considering content development needs to have a paid model to amplify and distribute the content.

Fit with Triggit

Last week Gravity4 announced that it acquired Triggit, the native retargeting firm which also has a seat in Facebook exchange.  Triggit’s platform complements EzLike and the Gravity 4 system. Mantilla claims that the Gravity 4 platform will enhance social overall in a very real way and with a data-rich model that benefits clients and agencies.

Learn more about crucial strategies from advertising and media luminaries targeting Latin American and Hispanic audiences. Book now for our Latam Advertising and Media Summit, a required event for any marketing professional.

KimXrossingKim Xrossing is a Marketing Executive currently working on enterprise projects at Terrapinn, Inc. in New York City notes that  Latin American consumers are evolving quicker than a sneeze. To match this change, media planners must have an updated look on what the market looks like. Below some insights to take note of, according to Xrossing.

Radio happens to be the most popular medium in Latin America, meaning it is consumed more than television. Online payments are not just popular in the US, but 46% of Latin Americans also use this type of payment. What’s also popular online is banking transactions. In the past 3 years, Netflix subscribers grew from 309,000 to over 4.8 million including around 1.2 million in Mexico alone. A trend of researching appliances online before buying takes up 81% of Brazilians, 66% of Mexicans, and 73% of Argentines. 96% of Peruvians use social media.

Beyond basic facts comes inspiration. South and Central Americans love to flaunt evidence of their educational endeavors. This is for pride and status symbol to show among their peers and brands have a multitude of opportunities to explore these needs not only online, but possibly offline. Along with general consumers anywhere in the world, Latin American consumers’ expectations grow while their patience deflates. Time is precious and in forever evolving countries, problems need speed solving. May the brand with the fastest solution win.

Different country, different situations. Financial hardship, inequality, and prejudice serves as barriers in Latin American countries that divide people. The gap between rich and poor is a problem for 68% of Brazilians. With this understanding, it might be best to keep in mind a brand that could avoid confrontations and face these issues. After years in fear of urban violence and protests against the violence, Latin Americans are finally getting out. Whether it be food markets, malls, or parking spaces, a contribution to a safer environment can be the difference in customer satisfaction. 62% of Brazilian consumers would exchange the brand they usually buy, for one that improves their city, supports culture and wellness and offers free leisure  (Ibope/Conecta, August 2014)

Metro mobility is becoming a game changer in the growing consumer market.

While integrating safety perks and social classes, urbanization will continuously grow. Filling the city with lonely individuals requires a call for social engagement. Who wouldn’t want to connect with others around them? Metro mobility is becoming a game changer in the growing consumer market. 2015 comes with a bang in this field because of all the inhabitants of Latin America who commute, there may not be one individual who would turn down a better and faster solution.

73% of consumers in Brazil expect brands to build a meaningful relationship with them.

All in all, the basic consumers are becoming brighter, bigger, quicker, and wiser. The market is revolutionizing and many thanks to the tech world for that matter. Just to quickly give a finishing touch, the more interactive and playful the better. Boring is boring. When boring became a problem, social networks came into play. 73% of consumers in Brazil expect brands to build a meaningful relationship with them. At the end of the day, the market is human and we must keep in mind that the more realistically humanized we can communicate our products, the greater the feedback.

Mexico’s Customer Festival 2015 is an event dedicated to helping brands and retailers improve the way they gain new customers and maintain their current ones. Be there with us in Mexico City April 28-29!
Source articles for the above Sounding Off article are:
-10 Latin Trends for 2015
-15 Insights about Latin American consumers for 2015

What: T Publicis Groupe will acquire 20% of digital performance-based advertising company Matomy .
Why it matters: Although both companies will continue to operate independently, Publicis will profit from Matomy’s performance marketing know-how.

matomy-publicis-groupe-Matomy Media Group Ltd, a global digital performance-based advertising company, has agreed to a strategic partnership with Publicis Groupe through which Publicis Groupe will acquire 20% of Matomy’s shares at a price of 227 pence per share. In addition, Publicis Groupe has been granted an irrevocable option to acquire a further 4.9% of Matomy’s shares.

Through this investment, Publicis Groupe and Matomy will together build a global leader in performance advertising, one of the most complex aspects of online marketing, which requires an intricate understanding of the behavior and acquisition of customers in the digital age.

Ulises Vazquez, partner and CEO of Matomy Mexico, commented on this transaction that involves the firm that he represents and is headquartered in Tel Aviv: “Large advertising agencies understand the need to be more active in expanding their technological capabilities, it is clear that there is a special interest in new models and digital advertising technologies. Matomy has always sought to be an ally of advertising agencies and extend their abilities, giving them access to technology in online marketing, “said Vazquez.

Large advertising agencies understand the need to be more active in expanding their technological capabilities, it is clear that there is a special interest in new models and digital advertising technologies

Maurice Lévy, Chairman and CEO, Publicis Groupe, hailed Tel Aviv’s position as a leader in technological innovations and patents worldwide, only after Silicon Valley.

“Matomy is fuelled by the innovators and technology experts of Israel and has quickly risen to the top of this important market by creating a world-leading, state-of-the-art platform,” said Levy. “At Publicis Groupe, we make it a priority to invest in the brightest and most promising talent and technology that will give our clients around the world unrivalled access to these services.”

We have pioneered and invested in new technology, open platforms and partnerships. With Matomy, we will continue to build and promote an open environment for the exchange of ideas and innovation, essential to staying on top in today’s transformational digital age.

Ilan Shiloah, Chairman of Matomy, added that today an impressive transformation in the digital advertising industry is happening, and the performance-based advertising space is an area of high growth potential fuelled by innovation and technology across all channels.

“Our vision is to build the best performance-based media company in the world, and with Publicis Groupe becoming our largest shareholder, we will be able to create a more mature and sustainable ecosystem, providing marketers with an unprecedented ability to accurately engage, acquire and retain customers,”said Shiloah.

What is there to know about Matomy?

  • Founded in 2007, It’s a firm that has a market capitalization of US $327 million.
  • It has grown rapidly in recent years, maintaining a sustainable and highly profitable financial model that has enabled the company to achieve positive adjusted EBITDA every year since 2008.
  • The company is today present around the world and counts with  nearly 400 experts worldwide who provide service to their more than 1,600 active clients, including American Express, HSBC and Experian.
  • In addition, it has 16,000-plus registered digital media sources and operations in more than 100 countries.

Matomy’s performance-based approach to digital advertising includes an integrated multi-channel performance platform, proprietary core technology and tools for third-party media sources.

Through this approach, advertisers have a single point of contact across all major digital media channels, fueled by big data that reaches targeted consumers and provides measurable results.

Matomy charges its customers only if it achieves certain pre-defined measurable results — such as sales, consumer acquisitions, leads and mobile app installations — or “pure” performance. The “pure” performance model is currently a $12 billion market, forecast to reach US$45 billion–US$60 billion by 2020, according to the IAB’s Online Performance Marketing Study.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 40 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • Turner Broadcasting

thHorizon will handle media buying for all Turner networks, including CNN, TNT, TBS, Cartoon Network and Turner Sports, among others. Incumbent MediaVest, which handled the account since 2010, was not invited to defend. Dennis Camlek, senior VP, Turner Media Group, and an agency veteran who worked at both Horizon and PHD, was involved in the decision to select Horizon. This is the second major piece of business that has shifted from Starcom MediaVest Group to Horizon this year, following Burger King’s $250 million account.

  •  Kohl /Dreamworks

descargaThe retailer Kohl’s will introduce a new line of clothing for teen girls, developed in association with AwesomenessTV, a unit of DreamWorks Animation, which wants to branch out into the merchandising business. To promote the clothing, AwesomenessTV developed a scripted video series featuring two of its stars that will highlight the clothing. Kohl’s will buy ads on the channels and Awesomeness will get royalties on Kohl’s in-store sales of the clothing line.

  •  Avocados from Mexico

descarga (1)Avocados from Mexico is releasing its 2014-15 retail promotional activity this Hispanic Heritage Month with “Échale al Asador” (Toss it on the Grill), a fully integrated program for Hispanic accounts. The program will feature a mobile sweepstakes and a coupon-recipe savings offer as well as digital, social media and in-store merchandising. This is the first Avocados From Mexico mobile program that will be targeted to Hispanic consumers. Consumers will be able to text to win to enter in the sweepstakes, access the coupon and grilling recipes from their mobile device.

  •  Hyundai

descarga (2)For its fourth year as NCAA college football sponsor, Hyundai , is returning with an integrated campaign advertising the brand’s car lineup by an effort that focus around the 17 college football programs it sponsors through IMG College. The campaign comprises TV, print, radio, digital, and social media as well as YouTube and social food network Tastemade.The campaign was developed by via Innocean U.S.A, Hyundai’s agency of record.It includes a national TV spot and a number of regional ads to air in college markets where Hyundai-sponsored teams are located. The spots air during the 18 SEC on CBS national games. The regional team-sponsorship arrangement includes Tastemade making a 13-episode “Grill Iron” series on YouTube about each schools’ epicurean habits around football. At the end of the regular season, Hyundai will host a cookoff in Los Angeles with the season’s best chef selected by the viewing audience at Tastemade’s studio.

  • Starwood

descarga (3)Starwood Hotels & Resorts is releasing a US $30 million advertising campaign to expand its Starwood Preferred Guest (SPG) loyalty program into the business-to-business market. The SPG Pro program builds on the company’s consumer-facing initiative that already skews towards tech-savvy members.Starwood’s digital media plan centers around the company’s first LinkedIn ad buy designed to attract business professionals on the social site. In addition to LinkedIn, Starwood is also buying promos on Facebook and will boost YouTube and Twitter content. Leading up to the program’s launch in October and throughout the year, Starwood will post new videos on YouTube that leverage all nine of the company’s hotel brands to show real customers’ stories.On Twitter, Starwood has started the new hashtag #spgpro to expand the Twitter and Instagram efforts for the consumer-facing program.The hotel chain claims that 50 percent of global bookings are made by SPG members.Starwood its counting on its sales team to pick top business customers to be the faces of the campaign across different categories.

  • Jack Daniel’s

Jack-Daniels_Few-and-Far-Between_thumbnailJack Daniel’s new digital campaign called “The Few and Far Between” centerpiece is a website that houses stories gathered from across the country that the brand refers to as tales of “mischief, revelry and whiskey.” The campaign has been developed by Arnold Worldwide and digital production company MediaMonks. The site captures 30 stories from New York City, Santa Monica, Calif., New Orleans and elsewhere using a variety of storytelling methods, including audio, video and the written word. Some of the stories involve Jack. The brand will promote the site with paid digital ads, including a partnership with Vice. A photo contest hosted on the Jack microsite asks viewers to submit photos under pre-written headlines. The winning image will be made into an ad featured in Vice.

  • GE

hqdefaultGE will unveil a two-minute TV spot called “The Boy Who Beeps,” during the opening game of “NFL Thursday Night Football”, the introduction of its fall campaign for “Language of Industry.” The spot is being presented more of a film than as a commercial and is designed to show the evolution of GE’s two-year-old Industrial Internet business. In the spot, also created by BBDO New York, a baby is born and communicates by beeping. As the story unfolds, the boy grows up and learns how to manipulate machines with his beeps — changing the channel on the TV, moving toy cars, even changing traffic lights. GE will continue to use the two-minute format during other NFL games, NHL games and “Saturday Night Live. “It will also create a series of 30-second spots, print ads, content-marketing partnerships and social-media campaigns to tell the story of the Industrial Internet. The company declined to provide details on the campaign’s budget.

  • Rock Health

descarga (4)Rock Health, which provides funding for health-care technology start-ups, rolled out a new campaign to recruit tech-savvy entrepreneurs into the health-care field.The integrated campaign, created by BBDO San Francisco, uses emotional appeal to connect with digital entrepreneurs.The campaign, unveiled at the Health Innovation Summit in San Francisco Aug. 21, will move on to other health-care events and will be promoted online through social media and banner ads.In the ads, Rock Health uses iconic images from popular social media and digital companies , without directly naming these companies.

  • Metro Newspaper Advertising Services
    Roxanna Rivas is the new Business Development Director for Multicultural at New York City based Metro Newspaper Advertising Services. Metro Newspaper Advertising Services does multicultural newspaper ad placements for major companies including A&TT and Allstate.

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

Michele Tobin, who is the VP of Brand Partnerships and Advertising, RovioIn-Game Advertising has become a significant and often highly engaging ad-category. Rovio, the Finnish video game developer and entertainment company, best known for being the creator of the Angry Birds Video Game franchise, has been experiencing a slow-down in revenues growth over the last quarters and has began shifting to the dominant free-to-play model for apps, in which games are downloaded for free but money is made from in-app purchases and advertising. Los Angeles based Michelle Tobin, VP Global Brand Partnerships & Advertising (photo), was hired by Rovio a year and a half ago from Millennial Media to lead Rovio’s direct ad sales business. Portada interviewed Tobin to ask her about her unit’s expansion into the Latin American market.

Tobin stresses the high smart phone penetration growth Latin America has experienced over the last few years and the positive impact this has had on the use of the Angry Birds game in the region: “Angry Birds has become part of popular culture globally, with high brand awareness and recognition from hundreds of millions of fans. So it’s no surprise that Angry Birds apps lead the pack in being among the first downloaded by new smart phone owners. When regions experience explosive growth in smart phone penetration, we see huge spikes in downloads and significant audience growth. We’re seeing this happening now in Latin America, and therefore are expanding our team to support this dynamic growth.”

“Our birds express themselves without words, so they all speak the same universal language – fun! Our brand campaigns can be geo-targeted by region and we run creative in-language appropriate for each market,” Tobin adds.  Rovio ad offerings include 15-second pre-rolls for ToonsTV videos, sponsored in-game rewards and rich media placements.

Miami-based new hire

Tobin adds that she sees great potential in Latin America and that is the reason why Osvaldo Tirse was recently hired as the company’s new Director of Brand Partnerships and Advertising for Latin America . “We see tremendous potential in the market and recognize that a large amount of pan-regional buying is done in Miami, so it made sense to base our Director of Brand Partnerships for Latin America, Ozzie Tirse, there.”

We see tremendous potential in the market and recognize that a large amount of pan-regional buying is done in Miami.

Brazil and Mexico, Top 10 Countries in the World

Angry BirdsAccording to Tobin, Brazil and Mexico are Rovio’s two strongest markets in Latin America, and among the Top 10 markets in the world for Rovio. “We are also very strong in other key Latin American countries, such as Colombia, Chile, Argentina and Peru.” “We do not have any exclusive deals, and are instead very focused on building our own direct sales team in Latin America, as we are in other markets. While we do work with rep partners in select markets, we feel that no one can tell the Rovio story quite like our own direct sales team, and by working directly with us, we can come up with the most innovative ways for advertisers to engage with our audience via mobile and online media, video, integrations, sponsorships and more.”

Tobin says that Rovio works with many leading brands across a broad range of categories. “Some of our advertisers include great brands like Pepsico, Energizer, Fiat, Disney, Ambev and Netflix.” Tobin cites LatAm’s large and growing mobile audiences as the main rationale behind a very rosy Latin American growth outlook. “We are extremely optimistic about the opportunities in Latin America given the dramatic and continuous rise in smart phone penetration – Mexico alone had 50% growth in smart phone penetration last year! We know this large mobile audience is valuable to advertisers and that the advertising dollars will follow the consumer eyeballs. With both the digital and mobile ad markets growing and advertisers moving money towards digital and mobile, we are confident that our extensive reach and premium environment presents a huge opportunity for brands in the region.”

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 25 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Kelley Eberhardt at 1-212-685-4441 or e-mail her at kelley@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • nTrigue

LatinWorks, a full-service cultural branding firm, announced the launch of nTrigue, a new strategic business unitdesigned to expand upon the firm’s media planning and buying operations. nTrigue begun operations last week on April 15th, 2014. It will be spearheaded by Keisha Andrews-Rangel, in the role of Managing Director. (Read today’s Interview with Keisha Andrews-Rangel)

  • Kellogg’s

Kellogg’s is launching Días Grandiosos, a mobile app that provides Latina moms with culturally relevant recipes, tips, articles and original content. Designed to empower Hispanic women, information on Dias Grandiosos is provided by real Latinas. Moms have access to authentic and relatable stories from Latinas like them as well as a platform to share what they have learned. Días Grandiosos will also feature inspirational stories of family togetherness, also from real Latina moms. The online community will be accessible anywhere, via browser, smart phone or tablet.“Dias Grandiosos is grounded in the understanding that Latinas are trying to find balance between maintaining their cultural heritage while embracing a more American lifestyle,” said Christopher Rivera, associate director, multi-cultural brand marketing. “We help her find this balance through deliciously nutritious recipes, compelling articles, and relatable stories about real Hispanic women and their families with topics that she cares about and that are relevant to our brands.”

  • Maxwell House

Maxwell HouseMaxwell House, the Kraft Foods’ coffee brand, will spend around US $25 Million in a multiplatform ad campaign, which will introduce new packaging, logos and products, The New York Times reported. The campaign will include digital and social, in addition to television. Seven agencies are involved in the campaign, with Wieden + Kennedy handling creative and Starcom in charge of media planning and buying.The company expects that Wieden + Kennedy, which helped revive the Old Spice brand, brings similar results to the coffee brand.

 

  • Volaris

volarisVolaris, a Mexican airline, has started flights services— twice a week — from L.A./Ontario International Airport to Guadalajara. This move puts the airline in direct competition with AeroMexico, which offers flights to the same destination, for a limited market after the recession. The twice-weekly flights from ONT will be on Sundays and Thursdays. Volaris’ arrival is also significant because it is the first new carrier since 2007 for ONT. Until today, AeroMexico had not only been the lone international service out of ONT but the only carrier to serve the Hispanic market in the Inland Empire. Now the airline plans to return to daily service for the summer. ONT does have a new program meant to promote new service through broadcast and print media. Volaris expressed interest in the program but has not signed up for it to date. It might do so as summer approaches.

 

  • Best Western

best westernBest Western is helping travelers plan, share and win a summer getaway through its new “I Dream of Summer” integrated campaign,which will engage with consumers across the brand’s digital channels. Each week, travelers are able to find new content from Best Western and its partners including suggestions on destinations, tips and tricks on ways to save and insight on summer vacation. Travelers can join in the conversation by using the #IDreamOfSummer hashtag on Twitter, Instagram and Pinterest to share their summer travel plans or receive responses from travel experts. In addition, now through May 9 travelers can create and share their summer travel “Wishlist” through an image generator on the brand’s Facebook page. Participants also have the chance to win a summer vacation via a sweepstakes.  Best Western Rewards members who stay two separate times at any of the brand’s more than 4,000 hotels worldwide a US $50 USD Best Western Travel Card® to use for their summer stays.

  • GO Veggie!

goveggieGO Veggie!, formerly Galaxy Nutritional Foods, has named Whitney Velasco-Aznar Vice President of Marketing. A global marketer, Velasco-Aznar brings more than 20 years of experience ranging from blue-chip multinationals General Mills, Nestle, Mars and Hormel Foods to startup Beyond Meat. Her experiences range from building a brand and running a business to leading teams, developing people and creating innovation. In her new role, she will direct all marketing and communications and report into GO Veggie!’s CEO, Rick Antonelli.

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS!
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CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Kelley Eberhardt at 1-212-685-4441

Our Latin Online Video Forum in Miami’s InterContinental Hotel on June 3 will bring together the best and the brightest in the red hot  U.S. Hispanic online and Latin American online video space.

Attendees will get top-notch insights from major players including Josh Chasin, Chief Research Officer, ComScore, Artie Bulgrin, SVP Global Research and Analytics, ESPN, Cynthia Evans, Regional Director of Strategy/GroupM  and  Javier Salas Rodriguez,  Digital Acquisition Marketing Manager, American Express Mexico.
The Latin Online Video Forum can be attended in combination with the Portada Latam Summit which takes place in the same venue on the evening of June 3, 2014 and on June 4. Buy your ticket and get two Hotel nights on us! (Limited Time Offer!).

“The state of Online Video is similar to that of the cable market 30 years ago. Very chaotic when it comes to have reliable and industry wide metrics, even more so in the Latin American and the U.S. Hispanic space. Online video usage in Latin markets is growing at an explosive rate with users clearly over indexing in OTT service consumption versus the U.S. general market. That is why media, agencies, research companies and brand marketers will gather at the Latin Online Video Forum to develop solutions that drive Latin video marketing and advertising forward,” says Marcos Baer, publisher of Portada.

One of  the challenges lies in developing credible industry-wide metrics. The above cited marketers will provide actionable insights.  Other major topics to be explored include:

  • Best Practices in implementing Hispanic online video campaigns
  • The Business model: Pay per click/pay per view or what else?
  • Creative: Repurpose TV spots or not that is the question?
  • How to best to monetize online video content across devices
  • Beyond YouTube Advertising: By just using YouTube, Online Video’s reach tops out at 30%-50% of the web population depending on target. What other platforms can be used? How to optimize frequency and target…
  • Programmatic and mobile video in Latin markets


REGISTRATION

To register to the Latin Online Video Forum and/or the Latam Advertising and Media Summit, please go here: https://www.portada-online.com/events/forum/register/ or call 1-800-397-5322.

Already confirmed SPONSORS include:

BRONZE LEVEL

Brightcove

Impaktu

Yu.me

To inquire on how to align your brand with Portada’s Latin Online Video Forum, please contact Sales Marketing Manager Kelley Eberhardt via e-mail at  kelley@portada-online.com .

Last year Audience Buying Company Xaxis, a unit of Group M (WPP), announced the launch of operations in Latin America in order to bring Data-driven audience buying to Brazil, Mexico, Argentina and 5 other markets. Portada interviewed Lucas Mentasti, Managing Director, Latin America of Xaxis to hear about his operation has been progressing.

To what extent does Latin American Audience Buying facilitate panregional media buying from one point?
Lucas Mentasti, Managing Director, XaxisLucas Mentasti, Managing Director, Latin America, Xaxis : “From a technology standpoint, audience buying is definitely moving the industry towards a single source solution for pan-regional media buying. The technology and data platforms we have developed are global, which provides economies of scale and allows for integrated multi-national campaigns. However, while the tech resources are centralized, the human part of the equation – the ability to most effectively harness global tools for specific markets – is not. The in-market audience experts play a vital role in ensuring we get the best results in every market we operate in.”

 

What percentage of digital media buying is currently done through a programmatic trading in Latin America? What % do you expect for 2014?
L.M.:  “If we do not consider self-service platforms from Google and Facebook as pure programmatic, our estimates are that between 5% and 10% of big advertisers’ budgets were bought programmatically in 2013. For this year, we expect that number to grow to 15% to 20%. Mexico seems to be taking the lead, with Brazil and Argentina being close behind.”

How do the acquisitions of 24/7 Media, Crystal Semantics and Bannerconnect impact the way Xaxis works in Latin America?
L.M.: “Xaxis is the leading programmatic media and technology company in the world. We have developed and partnered with leading technology companies to create this leading platform. Additionally, we work closely with leading publishers to provide the largest, premium environment in which to execute campaigns for our advertisers. This requires scale and swiftness. Our merger with 24/7 Media provides both of these with an added level of technology development resources and proprietary digital capabilities. The new Xaxis development team will play a key role as we continue to refine and enhance the capabilities of the industry-leading Xaxis Data Management Platform (DMP). Crystal Semantics brings us additional proprietary technology that can match advertising to the meaning of a web page. Using it, Xaxis can better direct ads to appear in relevant context while providing leading brand safety solutions. At the same time, this same technology matches the users to the meaning of the content they are consuming, building the audience portraits we use to target the ads of our clients.”

Mexico is big enough to attract the attention of global marketing departments that define the vision and objectives for the local initiatives. This leads to shorter adaptation time windows between a global decision and local implementation.

Which of the Latin American countries is most developed when it comes to programmatic trading and why?L.M.:  “Mexico, Brazil and Argentina lead the way in terms of innovation and technology adoption. Mexico is generally the easiest market for US-based companies to access because of the closer economic integration between Mexico and the US. Also, Mexico is big enough to attract the attention of global marketing departments that define the vision and objectives for the local initiatives. This leads to shorter adaptation time windows between a global decision and local implementation.”

Portada: Which one is the least and why?
L.M.: “You need a certain scale to operate in the programmatic space, both from the demand side (advertisers, agencies) and the supply side (the publishers). There are human resources investments to be made in the agencies and strong, fixed technology developments to be made from the publisher side.The small countries of Latin America probably don’t have the scale to make this investment profitable in the short run. We are seeing consortiums of local publishers (local newspapers are a classic example) working together to enter the programmatic world, but alignment takes time and effort.”

Portada: What brands have already embraced programmatic trading to reach their Latin American target audiences?
L.M.: “Brands that have strong (and global) measurement systems are the ones that were first to migrate to programmatic. Programmatic outperforms traditional planning in most variables, both for branding and Direct Response. Thus, consistent and detailed scorecard system lead to a bigger adoption of programmatic. Big multinational consumer good products are leading this space. Also, companies that have a measuring component in their DNA, like dot coms or financial institutions have already tested and adopted this space. Mercado Libre and Despegar have always pioneered in this area. American Express is another good example.”

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

 

  • Thomas Nelson
    Thomas NelsonThe publisher and producer of Christian books, bibles and Videos is introducing a marketing campaign to promote the Spanish-language book “Francisco, el primer papa Latinoamericano” (by Mario Escobar) on the recently elected pope Francis I. The advertising promotional campaign starting on May 7th in the U.S. and Mexico comprehends:
    -Radio Interviews in key Markets (Miami, Puerto Rico, South Texas, Mexico, Los Angeles)
    – TV product placement (Morning Shows – Mexico, Miami, Puerto Rico, Los Angeles)
    – Online Ads (Adwords)
    – Online Ads (Yahoo, Univision)
    – Online Video Ads (Youtube and Pay per view content outlets)
    – “Francisco” will also be promoted through Thomas Nelson direct mailed catalogs.
    Thomas Nelson is the sixth largest American trade publisher and the world’s largest Christian publisher.

 

  • J3/Identity  Edwin Camacho is the new Group Media Director Multicultural Division at J3 Identity. The position was previously occupied by Malena Bustelo who left Identity last fall to join Carat as SVP Group Media Director, Multicultural.

 

  • Open English
    Open EnglishOpen English, the online and off-line English-language school originally founded in Caracas, Venezuela, is going to soon target prospects in the U.S. Hispanic market and Spain. Open English has already done substantial marketing and advertising in Latin America, including in Brazil where it is a top 15 cable Advertisers. Mario Cordon, Open English’s Chief Marketing Officer, will be speaking at Portada’s Latin American Advertising and Media Summit in Miami on June 4-5.

 

  • Absolut Mexico
    Absolut MexicoAbsolut Vodka is bringing its limited edition bottle design Absolut Mexico to the United States for the first time. The bottle debuted in Mexico last year. The release of Absolut Mexico is the latest limited edition offering from the vodka brand and pays homage to Mexican culture and multicultural heritage. This design was created in partnership with Dr. Lakra, one of Mexico’s most renowned contemporary artists and tattooists from Oaxaca, Mexico.  The work of Dr. Lakra has been featured in exhibitions and museums around the world, including the Museum of Modern Art, the Hammer Museum and the Walker Art Center.For Absolut Mexico, Dr. Lakra combines three legendary icons from ancient Mayan culture — Hurakan (Hurricane), Kukulkan (Serpent) and Balam (Jaguar) — and brings them to life on the Absolut bottle through a modern artistic lens that represents Mexico today.

 

  • Del Taco
    Del Taco has opened its first restaurant in Alabama, opening its doors on April 3 in Dothan, the Birmingham Business Journal reports.  The new Dothan Del Taco, located at 4700 W. Main St. in the Publix shopping center, features a 72-seat dining room, Del Taco’s new salsa bar and drive thru that will be open 24-hours.This is the first of 20 Del Taco restaurants planned by Del Taco franchisee and developer/operator Larry Blumberg & Associates which operates 68 hotels in 11 states, representing the Marriott and Hilton brands.  In addition to the first location in Dothan, Larry Blumberg & Associates is planning at least a dozen locations in Alabama including Huntsville, Montgomery, Birmingham and Tuscaloosa. In Florida, the company is planning locations in Tallahassee and Jacksonville. The Del Taco, menu includes Mexican offerings of tacos, burritos, quesadillas and nachos as well as American favorites like hamburgers, crinkle-cut fries and shakes. Del Taco also serves breakfast featuring a full line of breakfast burritos.

 

  • Goya  Foods and Beech Nut
    Goya Foods and Beech-Nut launch a unique joing line of authentic, nutritious latin-flavored babyfoods made with Hispanic moms in mind. The joint announcement was made by Beech-Nut President Jeff Boutelle and Bob Unanue, President of Goya Foods.“Our research shows that Hispanic moms have been waiting for just such an offering, which combines the authentic, traditional Latin flavors Goya is famous for with Beech-Nut’s nutritious, natural ingredients free of preservatives,” said Mr. Boutelle. “Our products are as close as possible to home-made, and that’s very important to Hispanic families.”“The Beech-Nut/Goya line of baby food offers mom the best of both worlds,” Mr. Unanue said.

 

  • Novartis
    Swiss drug maker Novartis is taking a sassy new tack to win converts to its oral multiple sclerosis  treatment, Gilenya. Its “Hey MS, Take This!” campaign shows patients sticking out their tongues with Gilenya capsules on them to show their willingness to fight back against the neurological condition. An image from a video ad from the Novartis campaign for its multiple sclerosis drug Gilenya. The campaign, which begun last week,  is aimed at younger people with multiple sclerosis, a chronic autoimmune disease with symptoms like fatigue, difficulty in walking and blurred or double vision. The campaign will be in national print outlets, including a half-dozen national magazines like People, Shape and Self, and on the Web sites of women’s magazine. A television-style online video will also be available on social media outlets.“MS strikes in the prime of life, and many patients use the Web and social media to connect,” said Dagmar Rosa-Bjorkeson, head of Novartis’s multiple sclerosis unit. “Many are now being diagnosed in their 20s and 30s, and early treatment makes the most impact, so we are trying to target those people who are active and digitally savvy.”Novartis is trying to set the Gilenya campaign apart from other pharmaceutical advertising.All such ads must conform to federal regulatory strictures that consumers receive balanced information that not only includes the drug’s effectiveness but also enumerates its risks in consumer-friendly language. “It’s all about attitude,” explained Mike Devlin, creative director of the campaign’s ad agency, Draftfcb, part of the Interpublic Group, which interviewed the multiple sclerosis patients. Tapestry does media buying and planning. Shortly after Gilenya entered the market, Novartis conducted a smaller marketing effort, with ads in magazines aimed at those with multiple sclerosis as well as a limited placement in national magazines.Its new campaign emphasizes empowered young patients, who use phrases like “No needles for me” and “Take this, you bully” to show their defiant attitude as they cope with the disease.

 

  • Xoom 
    Xoom Corporation, a global online money transfer provider, launched POWR (Pay Only When Received), to Filipino   last month. Today, Xoom announces that the breakthrough initiative is now available to qualifying remitters throughout Latin America and the Caribbean who choose to send with their bank account(https://www.xoom.com/pay-after-received). Xoom claims to be unlike other money transfer companies in that, if the sender pays with a bank account,Xoom will only withdraw the total amount of the money transfer once the money has arrived.”With POWR, we show once again how Xoom is revolutionizing moneytransfers to Latin America and the Caribbean,” says Julian King, Xoom’s Senior Vice President of Marketing and Corporate Development. “When our customers send money and pay with their bank account, Xoom will not charge them until their loved ones get their money.

 

  • Unilever and Northgate Gonzalez Partnership
    Hispanic grocery chain, Northgate Gonzalez Market  and Unilever, have  partnered  to launch a shopper marketing promotion that will  reward consumers who purchase Unilever products with an exclusive performance by  multi-platinum Latin artist, Reyli.

 

  • Esurance
    Esurance has split its media planning and buying responsibilities between Starcom and incumbent Havas Media, following a review, Adweek reports. Starcom will join the brand’s roster in the lead role on strategic media planning for TV, radio, out-of-home, print and digital. Those responsibilities were previously handled in-house. Starcom has also taken on media buying chores for Esurance’s general advertising in TV, radio and out-of-home. Havas, the incumbent on the account, previously handled buying for TV and radio. Out-of-home was handled in-house. Havas Media, formerly MPG, has been on the account since 2005. The agency will retain planning and buying responsibilities for the brand’s direct-response marketing, which includes work in TV, radio and print.Esurance will continue to handle its own digital buying, as well as some tactical digital planning. The other finalists in the review could not be immediately ascertained. Starcom also handles planning and buying for Allstate, which said in May 2011 that it would buy Esurance, a competitor that sells insurance directly to consumers online.

 

  • HSBC
    Mindshare retained the US $400 million global HSBC Account. GroupM (Mindshare’s holding company) defended against finalist Zenith. The decision on the media account comes only a few weeks after HSBC decided to split its creative business among three different agencies. Two of those agencies, JWT and Grey are, like Mindshare, part of WPP. Reportedly, HSBC asked all the new creative agencies to recommend the best media agency and obviously the two WPP agencies recommended their incumbent sibling.

 

  • American Airlines
    American Airlines is cancelled  its direct flights Santo Domingo and Santiago to New York as of April 2. “After careful review of our route network, including performance of individual routes within our global network, American has made the difficult decision to cancel service between New York (JFK) and Santo Domingo (SDQ) and Santiago (STI) effective April 2,  2013″, the company announced. It added that ” American Airlines has proudly served the Dominican Republic for over 37 years. We remain committed to the Dominican Republic and will continue to serve the market through our Miami Hub, where we operate four daily flights to Santo Domingo, three daily flights to Punta Cana (PUJ), one daily flight to Santiago (STI) and Puerto Plata (POP) and one seasonal flight to La Romana (LRM). American Eagle also serves La Romana from Miami.”

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

Learn more about the enormous role Online Video can play in the Latin (Latin America and U.S. Hispanic) marketing space. Book now for our Latin Online Video Forum, a required event for any marketing professional.

Heineken USA , the owner of the Tecate brand, just selected Dalas based INSPIRE! to reach second generation Hispanics.  iNSPIRE!’s responsibilities will include supporting billboard, radio and digital campaigns in key brand markets. Based on the success of Tecate’s Spanish-language creative among U.S. Spanish-speaking consumers, Olabuenaga Chemistri will remain the agency of record for all Spanish-language communications for the Tecate franchise and Indio in the U.S.  MediaVest’s MV42 will continue to lead the media buying efforts for the Tecate franchise and Indio in the U.S.

We don’t consider general market a target, necessarily.

In June last year Tecate and Tecate Light consolidated all their advertising with  Mexico-based Olabuenaga Chemistri. The move was not without polemics as the Mexico City based agency was charged with doing English-language work. Portada thought it would be good to get some insight on the why and how of iINSPIRE’s selection as well as the strategy of Tecate going forward. So we interviewed  Felix Palau, VP of Marketing of Tecate:

Portada: Is iNSPIRE! going to do both general market and work targeting the bilingual assimilated Hispanic population?

Felix Palau, VP of Marketing Tecate: ” We don’t consider general market a target, necessarily, but understand that the media consumption Felix-Palau-VP-of-Marketing-for-Tecate-Tecate-Light-Bohemiahabits of bilingual and bicultural Hispanics can be very similar to their general market counterparts. iNSPIRE! has been tapped to develop English-language creative work for the Tecate franchise and Indio that can resonate with this growing population. They will leverage insights and experience to connect with U.S. Hispanics who are more acculturated than newcomer consumers, and pull cues from their Hispanic and American background to create their own identity.”

 

 

Do you think Hispanic agencies are better positioned than general market agencies to do work targeting the bilingual-assimilated Hispanic population?
F.P.: “The bilingual, bicultural U.S. Hispanic population is complex in nature, given that they expertly blend the best of their worlds to create a unique culture and lifestyle. As with any market segment, what’s important – both on the agency and brand side – is that there is a deep understanding of who this consumer is, what appeals to him and what drives him to make purchasing decisions.”

What type of media will iNSPIRE! work for in Tecate?
F.P.: “iNSPIRE! will develop English-language radio and out-of-home creative for the Tecate franchise as well as Indio, targeting English-speaking Hispanics in the U.S. We have chosen to keep Olabuenaga Chemistri as the AOR for the Tecate franchise and Indio Spanish-language creative, based on their success in helping the brands connect with Spanish-speaking U.S. Hispanics since 2012.”

 

 

DigilantTM announced that it is serving ads through the Facebook Exchange (FBX) Real-time Bidding System.
Digilant’s real-time bidding capability enables advertisers to discover who their best customers are, and appropriately value the media where they appear. Digilant’s server is connected to Facebook Exchange. With the new FBX integration, Digilant clients now have the opportunity to buy Facebook display inventory in the same manner.

Mexico
According to Digilant, it will be the first to serve FBX ads direct to Mexico, further helping its clients scale throughout Latin America. According to a report released in October 2012, Brazil and Mexico are the second and fifth largest markets for Facebook, respectively, and Digilant has offices in both countries.

Retargeting
Rafael Hernandez VP of Multicultural Initiatives at Digilant tells Portada that “Facebook Exchange provides a tool to cookie sync visitors of other sites with a unique Facebook ID. The ads appear in the right hand column and one can only target those that have already connected with the brand.”  “We help through the cookie sync process by placing the pixel that tags the ID’s on the brand site visitors.”

“For example, when a user visits the site of a brand such as Heinz, we tag the user, so that we can reach them through FBX, and deliver targeted remarketing messages. This brand site needs to be Facebook enabled in order for us to be able to tag the user correctly.”

 

How many Hispanics are on Facebook?
Hernandez explains that there isn’t an exact figure, but “with 150+ million Facebook users in the US, I would expect the majority of Hispanics to be available. Recently, some players in the Hispanic market have speculated that there are about 18 million Hispanics on Facebook. However, if you go into Facebook Advertising today to create an Ad to increase the number of “Likes” on your company page; Facebook’s number of available Hispanic users shown to be around 7.5 million (18 years of age and older). Based on FB advertising 2.3 million approximately are Spanish-dominant. 1.5 million are bilingual and 3.7 million are English-dominant.”

Portada presenta una nueva selección de los avisos digitales mexicanos en “Breaking Ads”, recolectados a través de México WebMonitor™ de Media Economics Group. Los avisos estuvieron activos durante la semana del 1 al 7 de octubre del 2012. Esta semana presentamos las campañas de Tupperware, Banamex, Ades y Fanta

Tupperware


Anunciante: Tupperware Brands Corporation

Campaña: TuTiendaTupperware.com

Lenguaje: Español

Descripción: Sitio web en españolTuTiendaTupperware.com con productos, tipos, recetas, etc.

Sitio: Batanga.com (de México)

Página Destino: http://tutiendatupperware.com

 

Banamex


Anunciante: Banco Nacional de México, S.A. (Banamex)

Campaña: Banamex “Días Exclusivos” Concurso

Lenguaje: Español

Descripción: La promoción de tarjetas de crédito de Banamex se une a tiendas como Best Buy, Office Depot, Costco, Home Depot, entre otras en México. Recibe precios de promoción en compras selectas y por cada mil pesos de compra participa en un concurso.

Sitio: CNNExpansion.com

Página Destino: http://www.banamex.com/diasexclusivos/

 

AdeS


Anunciante: Unilever PLC

Campaña: AdeS “Atrévete, Prueba y Gana!” Concurso

Lenguaje: Español

Descripción: Junta códigos de los empaques de la bebida Ades y regístrate en la página de Ades México en Facebook para ganar premios semanales de 5 mil pesos mexicanos y un gran premio de medio millón de pesos.

Sitio: EsMas.com (México), TelevisaDeportes.com (México)

Página Destino: http://www.facebook.com/AdeSMexico/app_194975693850063

 

Fanta


Anunciante: Coca-Cola Company

Campaña: Fanta.com.mx “Halloween Terroríficamente Irresistible”

Lenguaje: Español

Descripción: Promoción de Halloween de Fanta “Perfil Naranja”

Sitio: EsMas.com (México), TelevisaDeportes.com (México)

Página Destino: http://halloween.fanta.com.mx

 

Fuente:Media Economics Group, ColombiaWebMonitor™. Para más información llama al 1 (704) 841-2030.

A new selection of “Breaking ads Mexico” as tracked by MexicoWebMonitor™,  a service of Media Economics Group. The campaigns were active between 22 and 28 of october of 2012. Below digital campaigns from Tupperware, Banamex, Ades and Fanta

Tupperware

 

Advertiser: Tupperware Brands Corporation 
Campaign: TuTiendaTupperware.com 
Language: Spanish
Description: TuTiendaTupperware.com Spanish-labguage site featuring Tupperware products, tipes, recipes, etc.
Site: Batanga.com (from Mexico)
Landing Page: http://tutiendatupperware.com

Banamex

Advertiser: Banco Nacional de Mexico, S.A. (Banamex) 
Campaign: Banamex “Dias Exclusivos” Concurso
Language: Spanish
Description: Banamex credit card promotion tie-in with stores like Best Buy, Office Depot, Costco, Home Depot, etc. in Mexico.  Receive promotional interest rates on selected purchases plus for every MX $1,000 spent participate in cash giveaway.
Site: CNNExpansion.com
Landing Page: http://www.banamex.com/diasexclusivos/

AdeS

Advertiser: Unilever PLC 
Campaign: AdeS “Atrevete, Prueba y Gana!” Concurso 
Language: Spanish
Description: Collect codes from AdeS beverage packaging and register on AdeS Mexico Facebook page for chances to win weekly MX$ 5,000 prizes plus a MX $500,000 grand prize.
Site: EsMas.com (Mexico), TelevisaDeportes.com (Mexico)
Landing Page:http://www.facebook.com/AdeSMexico/app_194975693850063

Fanta

Advertiser: Coca-Cola Company 
Campaign: Fanta.com.mx “Halloween Terrorificamente Irresistible”
Language: Spanish
Description: Fanta “Perfil Naranja” Halloween Facebook promotion
Site: EsMas.com (Mexico), TelevisaDeportes.com (Mexico)
Landing Page: http://halloween.fanta.com.mx

Source: Media Economics Group, ColombiaWebMonitor™. For more information call 1 (704) 841-2030.

We are very excited about our Foro Portada Mexico 2012 this Wednesday in Mexico City’s Hotel Presidente Intercontinental A roster of major speakers is going to shed light on three major issues facing Mexican advertising, marketing and media executives in 2013.

Susana de la Portilla, Brand Manager at Grupo Modelo, Santiago Duran, General Manager, Carat Mexico and Ulises Marquez, Strategy Manager at OMD Mexico, will assess the new political scenario of post-electoral Mexico and its impact on consumer behavior and marketing/advertising in 2013. The panel will be moderated by Portada’s Raul Ramirez Riba, Digital Projects Director and Writer.

Tickets are going fast register here!

Check out the detailed agenda here!

Neuromarketing expert Jaime Romano Micha,  Director, Neuromarketing SA, will speak about how best to use new neuromarketing insights to take marketing and media buying decisions.

The U.S. Hispanic market and Mexican companies
Another panel, moderated by Marcos Baer, publisher of Portada, will analyze the opportunities the U.S. Hispanic market presents to Mexican companies.  Rodrigo Vallejo, Managing Partner at TruMedia, will talk about his experience introducing Mexican brands (including Maseca and Tortillas Guerrero) in the U.S. Hispanic market. Federico Bracamontes, Publisher of  Diario de Mexico, will provide the media owner perspective and provide details about the U.S editions of Diario de Mexico which target Mexican Americans in New York and Chicago.

Tickets are going fast register here!

We are very excited about our Foro Portada Mexico 2012 this Wednesday in Mexico City’s Hotel Presidente Intercontinental A roster of major speakers is going to shed light on three major issues facing Mexican advertising, marketing and media executives in 2013.

Susana de la Portilla, Brand Manager at Grupo Modelo, Santiago Duran, General Manager, Carat Mexico and Ulises Marquez, Strategy Manager at OMD Mexico, will assess the new political scenario of post-electoral Mexico and its impact on consumer behavior and marketing/advertising in 2013. The panel will be moderated by Portada’s Raul Ramirez Riba, Digital Projects Director and Writer.

Tickets are going fast register here!

Check out the detailed agenda here!

Neuromarketing expert Jaime Romano Micha,  Director, Neuromarketing SA, will speak about how best to use new neuromarketing insights to take marketing and media buying decisions.

The U.S. Hispanic market and Mexican companies
Another panel, moderated by Marcos Baer, publisher of Portada, will analyze the opportunities the U.S. Hispanic market presents to Mexican companies.  Rodrigo Vallejo, Managing Partner at TruMedia, will talk about his experience introducing Mexican brands (including Maseca and Tortillas Guerrero) in the U.S. Hispanic market. Federico Bracamontes, Publisher of  Diario de Mexico, will provide the media owner perspective and provide details about the U.S editions of Diario de Mexico which target Mexican Americans in New York and Chicago.

Tickets are going fast register here!

A new selection of “Breaking ads Mexico” as tracked by  MexicoWebMonitor™,  a service of Media Economics Group. The campaigns were active between 27 of august and 2 of september of 2012. Below digital campaigns from Tupperware, Banamex, Palmolive and Grupo Modelo.

Tupperware

Advertiser: Tupperware Brands Corporation

Campaign : TutiendaTupperware.com

First date captured: 29/08/12

Language: Spanish

Description: Tupperware consumer micro-site (TuTiendaTupperware.com) in Mexico featuring product info, videos, recipes, etc.  Ads feature tagline “Tupperware Contigo”.

Site: Batanga.com (from Mexico), Vanidades.com (Mexico)

Landing Page: http://tutiendatupperware.com

Banamex

Advertiser: Banco Nacional de Mexico, S.A. (Banamex)

Campaign: Banamex “Best Buy Nueva Tarjeta De Credito”

First date captured: 30/08/12

Language: Spanish

Description: Best Buy branded Banamex credit card.  Special features and benefits include bonus “Reward Zone” points, Best Buy coupons, 0% interest.

Site: Chilango.com

Landing Page: http://www.banamex.com/es/personas/tarjetas_credito/ver_tarjetas/autoservicios/bestbuy.htm

Palmolive

Advertiser: Colgate-Palmolive Company

Campaign: Palmolive “The Naturals – Siente Tu Piel y Tu Alma Cantar” Concurso

First date captured: 31/08/12

Language: Spanish

Description: Contest promoting “The Naturals” Palmolive brand.  Contestants submit digital video of themselves signing and dancing.  Participants can promote their video to friends on Facebook and request “votes”.  Four finalists will form group :The Naturals” for one year, record 4 original songs, and record a video.

Site: EnFemenino.com, Starmedia Mexico

Landing Page: http://yosoythenaturals.com

Grupo Modelo

Advertiser: Grupo Modelo, S.A. de C.V.

Campaign: Grupo Modelo “Beertual Challenge 6” Concurso

First date captured: 30/08/12

Language: Spanish

Description: Grupo Modelo sponsored “Juego de Negocios” (business simulation) managing a virtual beer company “Beertual.” Make financial, marketing, distribution, etc. decisions during simulation.  Prizes include graduate nusiness degree programs at  ESCP Europe Business School, CEU de Madrid, España, and IEB de Madrid, España.

Site: MedioTiempo.com (Mexico), TuAviso.com.mx

Landing Page: http://www.beertualchallenge.com/registry/inscripcion-equipo-estudiantes-simulador-beertual-challenge-6.php?digitalid=X6BC33

Portada presenta una nueva selección de los avisos digitales mexicanos en “Breaking Ads”, recolectados a través de MexicoWebMonitor™ de Media Economics Group. Los avisos estuvieron activos durante la semana del 27 de agosto al 2 de septiembre del 2012.  Esta semana presentamos las campañas de Tupperware, Banamex, Palmolive y Grupo Modelo.

Tupperware

Anunciante: Tupperware Brands Corporation

Campaña : TutiendaTupperware.com

Fecha de capturación: 29/08/12

Lenguaje: Español

Descripción: Micrositio de Tupperware (TuTiendaTupperware.com) en México mostrando información de producto, videos, recetas, etc. Slogan del anuncio: “Tupperware Contigo”.

Sitio: Batanga.com (from Mexico), Vanidades.com (Mexico)

Página destino: http://tutiendatupperware.com

Banamex

Anunciante: Banco Nacional de Mexico, S.A. (Banamex)

Campaña: Banamex “Best Buy Nueva Tarjeta De Credito”

Fecha de capturación: 30/08/12

Lenguaje: Español

Descripción: Tarjeta de crédito de Banamex con la marca Best Buy. Características especiales incluyen puntos de recompensa y cupones a 0% de interés.

Sitio: Chilango.com

Página destino: http://www.banamex.com/es/personas/tarjetas_credito/ver_tarjetas/autoservicios/bestbuy.htm

Palmolive

Anunciante: Colgate-Palmolive Company

Campaña: Palmolive “The Naturals – Siente Tu Piel y Tu Alma Cantar” Concurso

Fecha de capturación: 31/08/12

Lenguaje: Español

Descripción: Concurso que promueve la marca “The Naturals” de Palmolive. Los concursantes suben video de ellos mismos cantando y bailando. Los participantes pueden promover su video con amigos en Facebook y pedir votos. Cuatro finalistas formarán el grupo “The Naturals” por un año, grabarán 4 canciones y harán un video.

Sitio: EnFemenino.com, Starmedia Mexico

Página destino: http://yosoythenaturals.com

Grupo Modelo

Anunciante: Grupo Modelo, S.A. de C.V.

Campaña: Grupo Modelo “Beertual Challenge 6” Concurso

Fecha de capturación: 30/08/12

Lenguaje: Español

Descripción: Grupo Modelo patrocina el “Juego de negocios” (simulación de negocios) donde se puede manejar una compañía virtual de cerveza “Beertual”. Toma decisiones financieras, de marketing y distribución durante la simulación. Los premios incluyen una beca para estudiar programas de negocios en ESCP (Europe Business School), CEU e IEB de Madrid, España.

Sitio: MedioTiempo.com (Mexico), TuAviso.com.mx

Página destino: http://www.beertualchallenge.com/registry/inscripcion-equipo-estudiantes-simulador-beertual-challenge-6.php?digitalid=X6BC33