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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.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Daniela Landa at daniela@portada-online.com.

For prior Sales Leads LatAm editions, click here. 

  • Unilever

Consumer goods giant Unilever has consolidated media and global communications planning with Mindshare Media Agency, according to reports.The move is said to facilitate Unilever’s aim to unify the number of global agencies it works with. Indeed, the personal care giant already employs Mindshare to handle much of its global media-buying activity.WPP-owned Mindshare is said to have been awarded the account from Omnicom’s PHD, which incidentally took over the account from Mindshare in 2012.Operations will take place from the Mindshare London office.

 

  • Aeromexico

Aeromexico, Mexico’s global airline, along with its partner Delta Air Lines, announced the launch of a new route between Portland, Oregon, and Mexico City beginning on December 1, 2017.Portland is one of the fastest growing tech and innovation hubs in the United States, and it is recognized as a major center for entrepreneurship and business development that could attract new investment opportunities with this route.Service on the route is provided with Boeing 737-800 aircraft featuring 160 passenger seas.Thus, Aeromexico and Delta Air Lines restate their commitment to offering high-quality service to more destinations in Mexico and the United States.

 

 

 

  • Conrad Hotels 

Conrad Hotels & Resorts has announced the opening of Conrad Cartagena, the brand’s first hotel in Colombia and third in Latin America.In early 2018, the property will also unveil an additional 159 rooms.Conveniently located 20 minutes from the Rafael Nunez International Airport, Conrad Cartagena offers more than 24,000-square-feet of flexible event space, including a 9,000-square-foot Grand Ballroom and five 500-square-foot meetings rooms.Hilton currently has a portfolio of more than 100 hotels and resorts open and welcoming travelers in Latin America, including 14 properties in Colombia.The company is actively pursuing additional Latin American growth opportunities and currently has a robust pipeline of more than 70 hotels throughout the region, including more than ten projects in Colombia.

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Daniela Landa at daniela@portada-online.com.

 

 

  • WAVEMAKER

Wavemaker, GroupM’s new media agency created from MEC and Maxus merger, disembarks in Argentina. Led by Daniel Coscia, the agency will have Toyota, Musimundo, Colgate Palmolive and Prisma amongst its’ clients. The agency will operate from MEC’s former offices in the neighborhood of Belgrano, in Buenos Aires. Wavemaker has offices in 90 countries and more than 8,500 employees. L Oréal, Vodafone, Marriott and Netflix are among its main global clients.

 

 

 

  • Hilton

Hilton announced plans to welcome the luxury Waldorf Astoria Cancun and the all-inclusive Hilton Cancun resort to the global hospitality company’s growing portfolio in Mexico. Developed by Parks Hospitality and set to open in 2021, the neighboring properties will feature distinct characteristics and amenities across 100 acres of Caribbean beachfront. Hilton currently has a portfolio of more than 100 hotels and resorts open and welcoming travelers in Latin America, including more than 50 in Mexico. The company is actively pursuing additional Latin American growth opportunities and currently has a robust pipeline of more than 70 hotels throughout the region, including nearly 30 projects in Mexico. This year, Hilton has opened seven hotels across four brands in the country, including the in-market debut of the Conrad Hotels & Resorts brand in San Luis Potosi.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

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.

To subscribe to Portada’s Interactive Database of Marketers targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads LatAm editions, click here. 

  • Barclays

Barclays, a financial services company, has moved its global media account to Omnicom Group following a review that began earlier this year, according to sources.WPP’s Maxus, now in the process of merging with sibling agency MEC into a new entity called Wavemaker, was the incumbent.Barclays spends around US$80 million on measured media annually according to Campaign.

 

 

 

 

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • Radisson Red

Carlson Rezidor Hotel Group has announced the entrance of its lifestyle select brand, Radisson Red, into Latin America.Radisson Red Campinas has opened just outside of São Paulo, Brazil in partnership with Atlantica Hotels International.  Radisson Red Campinas joins Radisson Red Brussels and Radisson Red Minneapolis and Radisson Red Cape Town will open on September 12.

 

 

  • Wavemaker

WPP new media agency, formed by the in-house merger of existing shops MEC and Maxus, has been dubbed Wavemaker. The merger was announced back in June. With US$38 billion in billings, the resulting entity is being positioned as a “media, content and technology agency.” The merged agency network comprises 8,500 people serving clients in 90 countries via 139 offices around the world. According to the agency, the staff includes a mix of digital, data, content and platform/technology experts. Major global clients include L’Oréal, Vodafone, Marriott, Colgate-Palmolive and Paramount. Tim Castree will be the global CEO of MEC and Wavemaker Publicis Media veteran Amanda Richman would be joining in October as CEO of Wavemaker’s U.S. operations. The full rollout is expected to be completed by January 2018.

  • Ritz-Carlton

The Ritz-Carlton hotel chain has decided to take luxury to the seas by launching its own cruise business. Marriott International Group’s Ritz-Carlton brand is embarking on a new venture offering high-end cruises on luxury yachts. It has called this new business, which will start with three yachts, The Ritz-Carlton Yacht Collection.The yachts will provide the same standard of personalised service as the Ritz-Carlton hotels on terra firma. Capacity has been deliberately kept down to 298 passengers so as to give each guest full attention. Accommodation includes 149 suites, each with its own private balcony. Two sizable duplex penthouses will accommodate the most fortunate passengers.The food onboard will be of the same high standard as served in Ritz-Carlton restaurants around the world. Other amenities include a spa, a wine bar and a Panorama Lounge.The yachts will sail for seven to 10 days in a variety of locations including the Mediterranean, the Caribbean, northern Europe and Latin America.Reservations open in May 2018. The first yacht is expected to set sail in the fourth quarter of 2019.

  • Despegar

LatAm leading online travel company Despegar.com has registered an amended F-1 form with the U.S. Securities and Exchange Commission (SEC) in regards with its initial public offering (IPO). The company intends to price its 12.77 million shares in the range of US$23 to US$26 per share, with an overallotment option for an additional 1.92 million shares. At the maximum price, the entire offering is valued up to US$381.82 million. The Latin American company is known by its two brands, Despegar, the global brand, and Decolar, the Brazilian brand. The company has a comprehensive product offering, including airline tickets, packages, hotels and other travel-related products, which enables consumers to find, compare, plan and purchase travel products easily through its marketplace.

 

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

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

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

Join us at PORTADA Mexico!

  • Pernod Ricard

Pernod Ricard is taking more media buying in-house, according to Digiday. The brand has a small team of media buyers buying inventory directly from demand-side platforms such as Adobe Advertising Cloud (formerly TubeMogul) and Google’s DoubleClick Bid Manager. A quarter of Pernod Ricard’s digital media is bought by its own media buyers rather than its agencies. Pernod Ricard’s own burgeoning media expertise is meant to give it a better understanding of its investments, while simultaneously easing the eroding margins of its agencies. Like it has done with its in-house content-production team, Pernod Ricard takes on more of the day-to-day costs of managing its media investments such as adapting content for different channels and localizing assets, while its’ agencies are tasked with the strategy and creative responsibilities.

 

  • Wavemaker

WPP new media agency, formed by the in-house merger of existing shops MEC and Maxus, has been dubbed Wavemaker. The merger was announced back in June. With US$38 billion in billings, the resulting entity is being positioned as a “media, content and technology agency.” The merged agency network comprises 8,500 people serving clients in 90 countries via 139 offices around the world. According to the agency, the staff includes a mix of digital, data, content and platform/technology experts. Major global clients include L’Oréal, Vodafone, Marriott, Colgate-Palmolive and Paramount. Tim Castree will be the global CEO of MEC and Wavemaker Publicis Media veteran Amanda Richman would be joining in October as CEO of Wavemaker’s U.S. operations. The full rollout is expected to be completed by January 2018.

 

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

 

  • NESCAFÉ Clásico

Casanova McCann created a new campaign for NESCAFÉ Clásico with Latin superstar Ricky Martin, which is the fourth consecutive year of this creative partnership. Produced by Letca Films and directed by Jorge Colon, the campaign includes TV, radio, OLVs, in-store and digital media. The campaign was shot in Mexico in between Ricky Martin’s latest concert tour dates. The campaign will launch in the U.S. later this year.

 

 

 

 

 

https://youtu.be/s4v0UjSykr4

 

  • Barclays

Barclays, a financial services company, has moved its global media account to Omnicom Group following a review that began earlier this year, according to sources.WPP’s Maxus, now in the process of merging with sibling agency MEC into a new entity called Wavemaker, was the incumbent.Barclays spends around US$80 million on measured media annually according to Campaign.

 

 

 

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

 

Join us at PORTADA Mexico!

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

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

Havas Media Group Argentina has appointed Carolina Sabha as Head of Trading for all the holding agencies. Sabha joined Havas Group in 2005.

 

 

 

 

 

Florencia Vieyra, who has been part of Havas Group for 9 years, has been promoted to Havas Media’s Negotiations Director. She will work along with Sabha.

 

 

 

 

MEC Argentina has announced the appointment of Sandra Muñoz as new General Account Director. She will be responsible for the agency’s client portfolio, including Toyota, Colgate Palmolive, Mercado Libre, Prisma (Visa), Musimundo and Energizer, among others. Sandra worked in leading international companies such as Initiative Media, Telefé, Havas, Young & Rubicam and Leo Burnett.

 

Brazilian agency DPZ&T has announced new appointments in its media team led by Paulo Ilha:

 

 

 

Kaline Lessio joins DPZ&T as Media Director for Vivo.

Amanda Meziara has been promoted to Media Director.

The team has also added two Media Supervisors: Alla Ryabova and Renato Mendonça.

 

 

 

 

Accenture Interactive has announced the appointment of Carolina Coppoli as new Design Strategy Director for South America Hispana.

 

 

 

 

 

 

TBWA Worldwide has appointed Chris Garbutt as CCO Global. Garbutt will lead the creative direction and collective development of TBWA in general, overseeing the creative product through the network’s global customer list, including adidas, Accenture, Apple, McDonalds, Michelin and Nissan, among others.

 

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)
Click here for previous Changing Places editions

Jessica Torres, editor-in-chief at Meredith’s Siempre Mujer, has left the magazine. Veronica Wilson, associate publisher at Meredith Hispanic Media Ventures, also left the company. Siempre Mujer will no longer be published in print.

descarga-1Gloria Rodríguez, President/CEO of Comunicad, LLC, a national integrated public relations and marketing communications agency, has named Mónica Cortés to oversee business development. Cortés will be the Senior Vice President of Strategy Development and identify new business leads, and foster relationships to create a pipeline of potential opportunities including multicultural engagement and account management.

 

 

 

descargaMulticultural marketing agency UniWorld Group, Inc. has announced two new executive promotions.

 

 

 

descarga-3Gregory Edwards has been promoted to Executive Vice President / Chief Operating Officer.Greg, who joined UWG in 2014, will continue to oversee direct management of the Ford and Lincoln business.

 

 

 

 

 

 

descarga-2Matilda Ivey has been appointed to SVP / Director of Client Services.Matilda Ivey, who rejoined the agency in 2014, will continue to provide strategic leadership to the client services and business development teams, building on existing brand relationships while facilitating new partnerships and revenue opportunities. She will continue to lead Colgate-Palmolive, The Home Depot, US Marines, Pfizer and the City Parks Foundation, among others. In her expanded role, she will also manage the Integrated Communications (media, PR, branded entertainment) and Project Management departments.

 

 

 

descarga-4The Hispanic Public Relations Association (HPRA) elected Yvonne Lorie—founder ReFresh PR— president of the 2017 National Board of Directors. Lorie served as president-elect of HPRA in 2016, after joining the national board in 2014 where she served as Secretary and then VP of Programming. The 2017 Board of Directors includes former officers who continue leadership in critical areas: Director of Bravo Awards, Andy Checo, 2015 HPRA Past President, Senior Director Havas FORMULATIN in New York; Director of Digital Engagement, Stephen Chavez, 2014 Past President, Principal Chavez Marketing and Communications in Los Angeles; Director of Social Media and Creative, and Mario Flores, founding Executive Board Member, Co-Founder/Managing Director of Sportivo in Los Angeles. Antonio Hernandez, Corporate Communications Director of ServiceMaster Global Holdings in Memphis, who elevated the organizations membership roster in 2016, serves as immediate past President managing HPRA’s branding.

 

2f580d7Kerry Bianchi has been promoted to chief executive officer of programmatic media company Collective. She also continues in her role as president. She joined Collective as chief operating officer in 2015 and was named president in July 2016. She has previously held executive roles at E*Trade, Accenture, Time Inc. and TBW/Chiat/Day, according to a Media Post.

 

 

3b7a2f1Rob Bernstein has been appointed to run the new IPG Mediabrands’ global social media and digital content agency Mediabrands Society in North America as EVP, managing director.Bernstein will report into Chris Loll, IPG Mediabrands chief operating officer. Bernstein joins the network from WWE.Mediabrands Society will have offices located in the U.S., Canada, England, Australia, Philippines, Malaysia and Mexico, with plans for expansion to other markets throughout 2017.Charter clients of the new shop include Fiat Chrysler Automobiles, Sony Pictures and Coca-Cola.Headquartered in New York, Mediabrands Society will also partner with sibling media agencies UM and Initiative to provide services for their clients as needed.

 

 

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What: Advertising veterans Jorge Moya, Carla Trum Mercado and Federico Mejer have founded sociedAD, a new cross-disciplinary agency that offers full-service advertising and public relations capabilities aimed at Hispanic consumers.
Why it matters: Clients Include HBO Latino, ITT Technical Institute and MilkPEP. sociedAD is a partnership with Campbell Ewald.

unnamedsociedAD, a new cross-disciplinary agency that offers full-service advertising and public relations capabilities aimed at Hispanic consumers, has been formed by advertising veterans Jorge Moya, who will serve as chief creative officer, Carla Trum Mercado and Federico Mejer, who are managing directors.

The three former executives of the recently closed Commonground/MGS formed sociedAD in partnership with Campbell Ewald, and report into Sal Taibi, President of the Campbell Ewald New York office.

sociedAD has dedicated staff of more than 20 Hispanic advertising and PR specialists, including account, strategic planning, media, creative, digital and social media professionals, in New York and Miami, with plans to expand in Detroit and Los Angeles. The agency and its clients will also have access to the full range of capabilities within the larger Campbell Ewald network.

The agency’s clients include HBO Latino, ITT Technical Institute, Palm Bay International, TGL Law and MilkPEP.

“Whether brands are looking for an integrated total market approach that effectively connects with all audiences, or a standalone Hispanic offering, sociedAD will deliver its deep cultural expertise,” said Taibi.

“sociedAD is based on the rich definition of the word in Spanish, which translates to ‘a group of people who live and interact within a cultural sphere in order to achieve some purpose of life,’” said Moya. “This sentiment precisely exemplifies our vision, how we will work together with our counterparts at Campbell Ewald, and most importantly, our valued clients. The agency is the result of our many years of working together and the passion with which we do it every day.”

The three former executives of Commonground/MGS formed sociedAD in partnership with Campbell Ewald, and report into Sal Taibi, President of the Campbell Ewald New York office.

“We’ve wanted to implement a fully-integrated total market communications approach across all our consumers for quite some time,” said Julia Kadison, CEO of MilkPEP. “The launch of sociedAD and its integration with Campbell Ewald comes at a perfect time and allows us to seamlessly and effectively connect with our most valuable consumers.”

AAEAAQAAAAAAAAQ_AAAAJDAwZThhODNhLThlZTQtNDgyZi1iM2ViLTYzNmU3OGJhNmYxZAWith more than thirty years of experience in Hispanic marketing, Jorge Moya most recently served as Chief Creative Officer at Commonground/MGS. Previously, he was a co-founder of Reynardus & Moya Advertising in New York, leading creative efforts for clients such as LaSalle Bank, Pfizer and Time Warner Cable. Prior to that he was also co-founder of Vidal, Reynardus and Moya, where he provided creative stewardship to clients such as Avon, McDonald’s, General Motors, and Heineken. Moya also served as Executive Creative Director of Sosa & Associates in San Antonio where he spearheaded the team that would be named the “best creative west of the Mississippi” by Adweek. He began his career at Castor Spanish International, working his way up to head creative for Anheuser Busch, Smirnoff, Coca-Cola and Procter & Gamble.

vmvmmvPrior to co-founding sociedAD, Carla Trum Mercado was a Partner at Commonground/MGS and President of MGS. She has held several executive positions in the Hispanic marketing and media space, including EVP & General Manager at Siboney USA, where she led the Colgate-Palmolive and MilkPEP business, and was Vice President of Integrated Promotions at Telemundo. Currently Carla serves as a board member of AHAA, the national trade organization representing the entire Hispanic marketing, communications and media industry.

3f3a09dFederico Mejer also comes to sociedAD from Commonground/MGS where he served as Partner & Managing Director. Prior to that, he was a Founding Partner of REVOLUCIÓN, working with clients like Ace Hardware, American Heart Association, Chivas Regal, Citibank and Corona. Mejer also served as Hispanic Marketing Manager at Crown Imports, starting his career at Vidal, Reynardus and Moya. Federico currently serves as Vice President of the New York chapter of the Hispanic Public Relations Association.

 

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MEC LatAm appointed appointed Stanlei Bellan as regional development officer for MEC across Latin America late last year. Bellan, based in Miami, is tasked with developing MEC’s content strategy and new business opportunities, as well as new products and business areas in conjunction with national universities and venture capitalists. Portada was curious about Bellan’s new role and asked him about what it entails.

Stanlei Bellan Regional Development Officer, MEC
Stanlei Bellan Regional Development Officer, MEC

Content is one of the key areas Bellan is working on. In fact, he is in charge of developing a content strategy for MEC, while he is still in a preliminary phase, he notes that MEC will “delve deeper and deeper in not only how to distribute content but also what that content should be.”

Another project that Bellan is working on is to develop “new products and business areas in conjunction with national universities and venture capitalists, a priori, also a task that may not be necessarily related to a media agency. According to Bellan, “The job of a media agency is to search and find the best possible places to position the clients brands and messages, in such a way that is not only relevant but also friendly to consumers. Nowadays, with the proliferation of media formats and the evolution of the consumer’s own media consumption, there are challenges in how to properly reach them. My task will be to discover and even develop new ways of doing that in conjunction with those who are at the edge of developing the future: Start-ups and researchers. By partnering with academic researchers and entrepreneurs we aim to bring to our clients new media propositions that are not even considered media at this stage, or that have not even been invented yet.”

Agencies need to evolve faster than consumers can change their behaviors.

The Key Features of a Contemporary Media Agency

Bellan offers the following description of the key features of the modern media company:”The key features of a 5-crossmedia-150x150contemporary media agency needs to support our main reason to exist: To help our clients’ business to grow. In order to do so, media agencies need to go beyond media and literally enter into the business of clients, helping them connect with consumers along the whole purchase journey. And that can only be done with a combinations of result oriented data analysis, behavior insights and media innovation. Especially in current days, flexibility is the key for success. Agencies need to evolve faster than consumers can change their behaviors, so we can prepare the stage with our client’s messages, for receiving the audience in a meaningful and purposeful way when the consumers arrive. This is real success.”

MEC Latin America’s clients include Netflix, Colgate Palmolive, AT&T Mexico, Marriott, Energizer and Toyota.

Never Too Late To Make a Difference

Bellan was co-founder and CEO of MoneyGuru prior to joining MEC, having also worked as managing director of eHarmony in Brazil. Asked about what he learned there he notes that” It is never late to make a difference. We were the very last entrant in the online dating industry in Brazil, with several local incumbents with more than a decade of experience in the market. Nonetheless, by innovating in speech and way of doing business, we managed to create opportunities that were not explored before. At that time in Brazil, online business were used to generate customer acquisition through online channels. So what we did was to go to TV, with a very aggressive media plan, in order to tell people to get off TV and go search their soul mate online. It was quite a bold move for the market in Brazil and we were the first online date player to ever do it in scale. The key insight was that consumers reward brands that are willing to be bold and reach out to them in ways not tried before.”

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

 ::: Rafael Lima – TracFone Wireless  ::: Alfredo Pedroso – Sony Pictures Entertainment  ::: Mec LatAm – Stanlei Bellan ::: PHD Argentina – Juan Delfini, Candelaria Cabanillas :::

Click here for previous Latam Changing Places editions
AAEAAQAAAAAAAAVKAAAAJGVlZWNjMjM2LWY3ODctNGQ1NC04ZTMxLTI5NDRiYzUzNTQxMgRafael Lima has been appointed Digital Marketing & eCommerce Director at TracFone Wireless based in Miami. Lima previously worked as Digital Marketing Director at Multiplica.

 

 

descargaAlfredo Pedroso is the new Director, Pan-Regional Sales at Sony Pictures Entertainment based in Miami. Until recently Pedroso worked as VP in Marca Miami.

 

 

 

CUF_idaXIAEMzjlMEC LatAm has appointed Stanlei Bellan as regional development officer for MEC across Latin America.Bellan will be based in Miami and tasked with developing GroupM agency’s content strategy and new business opportunities, as well as new products and business areas in conjunction with national universities and venture capitalists. Bellan was co-founder and CEO of MoneyGuru prior to joining MEC, having also worked as managing director of eHarmony in Brazil. MEC Latin America’s clients include Netflix, Colgate Palmolive, AT&T Mexico, Marriott, Energizer and Toyota.

PHD Argentina will be responsible for coordinating the work for the brand SC Johnson in this country as well as in Paraguay, Uruguay and Chile. For this purpose, the agency has appointed joined Juan Delfini, account director of SC Johnson in these four countries, and Candelaria Cabanillas, regional director of the account.

descarga (1)Cabanillas worked at Initiative as regional director for Unilever. She also worked in local market agencies like Lowe-Vega Olmos Ponce and Leo Burnett.

 

 
descargaDelfini began his carrer at Initiative Argentina and then continued working for the Spanish subsidiary of that network. His last job was as account director at Maxus Argentina.They will both work exclusively for SC Johnson and report directly to Daniel Santuccio, CEO of Phd Argentina.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

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

Jessenia.Enriquez.Garcia.PictureJessenia Enriquez Garcia is the new Digital Director Multicultural at Maxus, the WPP owned media buying and planning agency, in Los Angeles. The Los Angeles office was established in 2011 to service primarily the Universal Studios portion of the NBCUniversal account, which Maxus was awarded in July of that year, as well as NBCU’s Focus Features division and Video on Demand offering. In July of this year it added NBCU digital duties. Jessenia Enriquez Garcia, Director of Channel Strategy, Lopez Negrete Communications. At the recent Portada Evolving America Summit at Digital Hollywood, Enriquez Garcia noted that she expects more theatrical business clients marketing to multicultural audiences. Garcia won the 2013 Portada Top Digital Media Professional of the year award.

2a918feAugusto Valente will be overseeing Batanga Media‘s just spun off Performance Advertising Business. The new unit is called Groovit Digital. Valente is based in Buenos Aires, Argentina.

 

 

descargaAHAA: The Voice of Hispanic Marketing has elected two new members to its Board of Directors: Carla Trum Mercado, Partner, CommonGroundMGS and Marco Lopez, Executive Vice President – Partner, elemento L2. As new board members, both will work closely with AHAA’s governing bodies and Executive Director Horacio Gavilan to support the organization’s advocacy initiatives and thought leadership strategies designed to increase corporate investment in Hispanic and multicultural marketing.

carla-trum-mercado-300x429Mercado, a Hispanic marketing veteran with more than twenty-five years of professional experience, assumed the presidency of MGS Advertising in 2013 and now serves in a senior leadership role at CommonGroundMGS. Her previous positions at Siboney allowed her to manage international accounts, including Colgate-Palmolive, Pepsi-Cola, Got Milk?, Bristol-Myers Squibb, Clairol, Payless, Citibank, and HBO among others. She was also Vice President of Promotions & Sales Support for Telemundo Network.

MarcoLopez1Mr. Lopez currently leads the strategic vision of the elemento – L2, which aims to reach the multicultural market through Digital, Public Relations and Shopper Marketing, and counts on a strong roster of clients, such as Coca-Cola, Target, Barcel, Brown Forman, Get Covered Illinois, and Nike. Prior to elemento – L2, Mr. Lopez led Publicis Groupe’s Relay, PBJS and MSL’s multicultural departments. In addition, he was Director of Diversity Marketing for SBC Communications (now AT&T).

15336_468Alterna’TV, a subsidiary of Eutelsat Americas based in Miami, has announced the appointment of Roberto Perez as Senior Director, Marketing and Distribution, for the United States, Canada and Mexico. The announcement was made today by Aymeric Genty, the new CEO of Alterna‘TV.Perez brings nearly a decade of marketing and distribution experience with America’s largest cable and satellite service providers to his new role with Alterna’TV, having worked for DirecTV, Comcast and Cox Communications.As Senior Director, Marketing and Distribution for the U.S., Canada and Mexico, Perez will be responsible for increasing carriage and enhancing market penetration for the suite of channels and networks represented by Alterna’TV in North America and Mexico.Perez joins Alterna’TV after serving as a Retention Consultant for DirecTV in El Segundo, CA. Prior to this, he was Director of Marketing at Comcast, a post he held since 2010. Previously, Perez worked as a Multicultural Marketing Strategist for Cox Communications (2007 to 2010) A graduate of Universidad Católica Andrés Bello (UCAB) in Caracas, Venezuela, Perez earned a Master’s degree in Business Administration from Atlanta’s Oglethorpe University.

descargaSalvador Rodríguez has been named Silicon Valley Correspondent for the International Business Times, based in the San Francisco Bay Area. Prior to his move to Northern California, Sal spent two years as a technology staff writer at the Los Angeles Times. He is also a co-founder and Publisher of the online publication Downtown Devil.

jwJake Wheeler joins la comunidad, a part of SapientNitro, as Creative Director. Jake brings with him more than a decade of creative leadership in content and campaign development across both digital and traditional channels. Based in Miami, he will report directly to Jose Molla and Joaquin Molla, Chief Creative Officers at la comunidad. Wheeler joins la comunidad from Grey New York where he led the Volvo North America business as Executive Creative Director. Prior to Grey, he served as Creative Director at SapientNitro.Wheeler also oversaw key projects for Bacardi, Tag Heuer, and Microsoft in China.

bg_profile_laboralCarlos Calancha has joined MediaCom as the new CEO for its operation in Puerto Rico. He joins after several years working for Grey, first in Puerto Rico, followed by regional roles and most recently over three years as COO of Grey Peru.Carlos has lead the digitalisation of the product portfolio for clients like Aje Group (including beverages Big Cola and Cifruit), P&G, PayPal and Derco (including Mazda and Suzuki) and strengthening other specialised areas such as BTL, Shopper and Production. His goal at MediaCom will be to continue developing the already solid operation in Puerto Rico and take it to the next level in terms of growth and new business generation, in addition to consolidating the position of leaders in Digital Media and MBA.

09af8f0Roxanne García-Bell is leaving her position as Director, South Region of NBC News after a 20-year career with the company. Her last official day is Tuesday, December 9.Based in Atlanta,roxanne says she opted to leave when NBC moved the position to Miami.Prior to her promotion to Region Director and move to Atlanta in 2012, she was Deputy Director, North Region, based in New York. She was previously NBC News Bureau Chief in NY and also spent 6 years as a producer for NBC Nightly News.Before joining NBC, she worked for Telemundo as a special projects producer.

1da94fbGap’s global chief marketing officer Seth Farbman is leaving the company in the New Year, after three-year in which he led an overhaul of the brand’s marketing strategy.Farbman, a former ad agency exec at Ogilvy, will reportedly leave his role on 31 January, although he is expected to remain in place for an extended period in a consultancy guise.Since joining, Farbman launched Gap’s first global marketing campaigns. More recently, its ‘Dress Normal’ ads starring celebrities such as actresses Anjelica Huston and Elisabeth Moss. Last month, Gap cut its full-year earnings, leading to a near-5% fall in its share price.Farbman is the latest in a series of high-profile departures at the brand: in October, CEO Glenn Murphy announced he would be leaving in February, while senior global director-marketing communications Marcela Aguilar left in September to join Apple.

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

What: Former Comcast Executive Mauro Panzera joins Olympusat as New Chief Operating Officer.
Why it matters: Panzera will spearhead Olympusat’s day-to-day operations with a focus on global growth. He will report directly to CEO, Tom Mohler.

1ba82c7Olympusat, Inc., owner and distributor of independent Spanish-language TV networks, has appointed Mauro Panzera as its new Chief Operating Officer Mauro Panzera.He will report to  CEO, Tom Mohler.

Panzera, who has over 35 years of international business experience, served as Senior Director of Multicultural Marketing for Comcast Cable for 7 years until 2009. As the new COO, Panzera will spearhead Olympusat’s day-to-day operations, including personnel development, departmental leadership and financial goal management, with a focus on improving the operating efficiency and global growth.

Born in Venezuela to Italian immigrants, the passionate COO believes in empowering people to make great leaders. “You don’t build businesses; you build people that build businesses,” states Panzera, who also says that he is honored and privileged to lead the Olympusat team.”Olympusat is at a pivotal moment in history. We can accomplish many great things for our clients and in the markets where we compete,” explains Panzera.

After graduating from the University of Delaware, Panzera worked in several Latin American countries as an expatriate Marketing Manager for Colgate-Palmolive. He continued his career at Best Foods in Latin America and Renault-Volvo, based in Europe and Latin America.  Panzera was also the Vice-President of Hispanic Marketing for SiriusXM Satellite Radio, where he led the creation, programming and launch of over 20 Spanish-language audio channels. Most recently, he was an International Strategic Advisor helping small/medium-sized companies expand.

Portada and Media Economics Group introduce the ranking of the 10 advertising campaigns with greater investment in magazines for the US Hispanic market.

Today’s ranking, shows the 10 individual brand campaigns with the largest ad investment in 2013 (January to December). The campaign  “Orgullosa – Pruebalo & te Encanta” by of P & G, which ranked first, invested over US $ 2.5 million. The campaign “Festival 2013” that run in People en Español, came in second with a total investment of more than US $ 2 million. Very close to the second position, was the the Cover Girl campaign “Outlast Stay Fabulous” also from P & G.

 

Rank

Brand

Advertiser

Top 3 Mags where ads ran

Total Ad Pages

Total Dollars

1

Procter & Gamble “Orgullosa – Pruebalo & te Encanta” SAS

Procter & Gamble Company (The)

Latina, People en Español

42,00

$2.694.904

2

People en Español “Festival 2013”

Various

People en Español

27,00

$2.135.700

3

CoverGirl “Outlast Stay Fabulous”

Procter & Gamble Company (The)

People en Español, Ser Padres, Vanidades

31,00

$2.127.775

4

Crest “Complete Multi-Benefit Plus Scope Outlast”

Procter & Gamble Company (The)

People en Español, Ser Padres, Vanidades

38,00

$2.062.214

5

L’Oreal Paris “Vive Vanidades – Guia Total de Belleza” SAS

L’Oreal USA, Inc.

Vanidades

34,00

$2.040.000

6

Secret “Clinical Strength”

Procter & Gamble Company (The)

People en Español, Vanidades, Latina

38,00

$1.958.387

7

CoverGirl “Clump Crusher”

Procter & Gamble Company (The)

People en Español, Ser Padres, Vanidades

29,32

$1.883.771

8

Colgate “Total – Advanced Pro-Shield” Mouthwash

Colgate-Palmolive Company

People en Español, Siempre Mujer, TV y Novelas

31,00

$1.866.831

9

Orbit for Kids

Mars, Incorporated

Ser Padres, Vanidades, People en Español

30,59

$1.693.070

10

Huggies “Snug & Dry – SureFit”

Kimberly-Clark Corporation

Ser Padres, People en Español, Siempre Mujer

22,00

$1.592.701

Totals Top 10 New Brands/Campaigns

Ad Pages: 322, 91
Dollars: $20.055.353

Totals All New Brands/Campaigns

Ad Pages: 2.332,10
Dollars: $122.538.491

Totals All Active Brands/Campaigns

Ad Pages: 5.886,20
Dollars: $283.017.837

Source: Source: HispanicMagazineMonitor™, a service of Media Economics Group, (c) 2014. For more information please call: 1 (704) 841-2030.

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.

Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Armando Gutierrez at 1-800-937-5322 or e-mail him at  armando@portada-online.com
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  • Capital One

Roger Garcia has been appointed as Hispanic Brand Manager at Capital One. The Mc Lean, VA, headquartered bank is working on a new Hispanic market strategy. Earlier in his career Garcia worked at Multicultural and Hispanic Marketing functions in companies including Miller Coors and Colgate Palmolive.

  • T-Mobile

T-MobileConill in Los Angeles has lost buying responsibilities for T-Mobile and the buying assignment has been consolidated with a Optimedia in Seattle, a Publicis Groupe agency. Hispanicad reports. (Conill (Saatch & Saatchi) is also owned by the Publicis Groupe).  Media buying for MetroPCS, a unit of T-Mobile will continue to be done by Dallas based TruMC. T-Mobile is currently taking on Verizon Wireless in terms of advertising and an LTE network expansion, arguing that Verizon’s ads on network coverage are misleading. The carrier is making that claim in connection with a major LTE net.

  • Sherwin-Williams

Sherwin-Williams announced the launch of its online Spanish platform www.SWLatino.com focusing on Hispanic homeowners, contractors and designers. Sherwin-Williams will feature tips, how-to articles and color information from leading Hispanic bloggers and Sherwin-Williams color experts. The new site, integrated with Sherwin-Williams Facebook and Twitter accounts, will connect Latino paint and color professionals, homeowners and designers with inspiring content in their own voice.”Tapping into the interests of our Hispanic consumers will enable us to more effectively engage with this community and provide content focused on paint products and color insights in a way that will appeal to this growing market,” says Jason Riveiro, multicultural marketing manager, Sherwin-Williams. “We feel that bringing in third-party experts such as Sonia and home and lifestyle bloggers will help round out the content and create an active channel.”

  • Subway 

subwayFor Subway, unlike digital, TV has proven to be still effective for advertising. The company was able to purchase a US$ 4 million slot the Friday before the Super Bowl, after an advertiser dropped out. However, the price the company paid was even lower than the going rate. It was a move that reflected how Subway is facing the challenges of the competitive landscape in the fast-food business and the rise of social media. According to Subway’s Chief Marketing Officer Tony Pace: “Most digital screens are too small to deliver maximum impact. In our business you can see results pretty quickly with television.”

  •  General Mills

g,millsGeneral Mills  will redirect Some TV Money to Target ‘Micro Markets’ via Digital.According to Chief marketing officer, Mark Addicks, the packaged goods company is changing its strategy and moving away from putting all its ad dollars into reaching mass audiences via TV to targeting what he calls ‘micro markets’ where brands can reach specific audience segments such as expectant mothers, or reach new audiences to advertize Betty Crocker as a dessert brand for barbecues.The company will still do mass appeal TV commercials for brands such as Cheerios, but it may also reach different segments of potential Cheerios customers at a lower cost with messages specifically targeted to their needs.

 

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Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Nicolas Miranda at 1-800-937-5322 or e-mail him at  nicolas@portada-online.com

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

RafaelCarl Fremont – MEC ::: Fred Amoroso – Yahoo ::: Carlos Ricardo – BBVA ::: M. Elene Useche – High Hill Entertainment::: Tom Adamski – Publicis

carl_fremontCarl Fremont has been appointed MEC´s new Global Chief Digital Officer. Fremont will be in charge of  creating a team to develop, grow and drive the agency’s digital business globally, fully integrated within MEC. He will be based in NY and will report to Charles Coutier, CEO.

 

 

 

fred_amoroso - yahoo! 156x156Yahoo Inc Chairman Fred Amoroso is resigning effective immediately, the struggling Internet company announced last Thursday. Amoroso will be replaced in the chairman role by director Maynard Webb Jr. on an interim basis until the company’s annual shareholder meeting on June 25.
In a statement on Thursday, Amoroso said he had informed the Yahoo board when he became chairman in May 2012 that he intended to serve only one year “in order to help Yahoo during a critical time of transformation.”


Carlos Ricardo-BBVA 156x156BBVA
has hired Carlos Ricardo as Global Marketing Director. Ricardo has previously worked for companies like Colgate-Palmolive, J&J, Motorola Paging Joint Venture, PepsiCo Brazil Foods, Kraft Foods and Mondeléz International.

 

 

María Elena Useche 156x156Maria Elena Useche has been appointed General Manager for High Hill Entertainment.

 

 

 

 

Tom Adamski - Rosetta 156x156Publicis Groupe has appointed Tom Adamski as CEO of its digital customer engagement agency Rosetta. Rosetta co-founder and chief executive Chris Kuenne will assume the role of chairman and both will report to Publicis Groupe chief operating officer Jean-Yves Naouri.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

Salman Amin – SC Johnson ::: Tim Mahoney – Chevrolet ::: Diego Caamaño – MEC Argentina ::: Diego Villanueva – iCrossing
salman.aminSalman Amin has left PepsiCo to start as COO for SC Johnson USA. Amin has worked for PepsiCo as CMO for the last 18 years. He was in charge of the global marketing strategies, and recruiting and developing marketing talent.

Amin’s successor is due to be named shortly according to PepsiCo.

 

 

tim.mahoneyGeneral Motors has named Tim Mahoney as its global CMO for Chevrolet. Mahoney will also be in charge of the marketing operations. He will report to Alan Batey, Sales VP.

 

 

 

Diego Villanueva has been appointed as Creative VP of iCrossing Latin America and Spain.

diego.caamañoDiego Caamaño has been named Customer Experience Director for MEC Argentina. He will handle the accounts of Toyota, Colgate Palmolive, Citibank, Visa, Sony and Energizer.

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.

Social media is imperative to reaching the Hispanic community. It allows Hispanics to easily connect and share information with families in their home countries, playing naturally into Hispanics’ cultural affinity toward family connections. Family is a priority within our culture, as evidenced by our time spent online and, specifically, on social media sites. According to eMarketer, 26.8% of Hispanic Internet users spend six or more hours on social media sites per day, versus 20.4% of African American Internet users and 8.5% of white non-Hispanics.

Social media strategies are increasingly a part of online campaigns for the general market, but they’re not there yet in the Hispanic market. And despite the popularity of social media among Hispanics, the number of advertisers utilizing this medium is far less than with non-Hispanics. It’s important for advertisers to understand that a social media campaign for the Hispanic market has to be focused on relevant content, and that it’s not as simple as translating the non-Hispanic message.

To achieve engagement, social media content has to be relevant to the Hispanic consumer. For example, a food-related Facebook page targeting Spanish-speaking Hispanic consumers should:

  • Include Hispanic recipes, products and visual elements
  • Be in Spanish
  • Be managed by someone who knows the audience and the market, and knows the language

Hispanics are social butterflies. 43% of Hispanics with a Facebook profile log on more than once a day. They like to engage with their friends and family, and also with brands that offer relevant information and relate to their culture. There is a huge opportunity for advertisers to engage with this consumer through social media and increase brand advocacy among Hispanics.

Carmen Torres is a Hispanic Media Supervisor at 22squared. She has more than 14 years of experience managing media plans for the US Hispanic market and Latin America. Carmen began her career at Y&R in 1997 and has worked with some of the biggest brands in America, such as Publix, Macy's, Chevron, American Airlines and Colgate-Palmolive, among others.

We have seen a variety of studies that position Hispanics as early adopters of new technology, especially in the mobile space. For us (Hispanics), having the latest mobile technology is telling of social status, it’s part of “Living the American Dream,” which is the main reason many of us come to this country.

In the Hispanic culture one of the most important values is caring for and connecting with family, especially when they don’t live in the same country. It is important that we communicate with them and take care of their necessities. Unfortunately, landlines in Latin America are scarce, costly and supported by a poor infrastructure. As a result, Hispanics living in the U.S. are relying more on mobile to be connected to family and friends. According to the latest eMarketer study, 43% of Hispanics in the U.S. own a smartphone/PDA – versus 36% for non-Hispanics – and only 13% of Hispanics have a landline at home.

Hispanics not only use their cell phones to make calls, they also text, share pictures and videos, access the Internet, watch TV, download music and applications, and shop. When we look at shopping behavior, mobile is becoming an important part of the buying process. According to the 2010 Simmons National Hispanic Consumer Study, 13% of Hispanics would like to use their cell phones to purchase products in-store, which shows their desire to have a more interactive shopping experience.

Having all this data helps us to understand how the Hispanic community relates to the mobile space and evolves with new technology. So, how can retailers better engage with consumers who are always connected through their mobile phones? Hispanics are willing to accept mobile ads and promotions if they receive something in return, so there’s a huge opportunity for advertisers to reach this consumer at the point of purchase. Developing branded shopping applications and implementing mobile coupon strategies can be helpful in building brand engagement with Hispanics. Hispanic purchasing power is expected to rise to $1.5 trillion in the coming years, which means retailers need to find creative ways to engage with Hispanics through their main touch point, their mobile phones.

Carmen Torres is a Hispanic Media Supervisor at 22squared. She has more than 14 years of experience managing media plans for the US Hispanic market and Latin America. Carmen began her career at Y&R in 1997 and has worked with some of the biggest brands in America, such as Publix, Macy's, Chevron, American Airlines and Colgate-Palmolive, among others.

We have seen a variety of studies that position Hispanics as early adopters of new technology, especially in the mobile space. For us (Hispanics), having the latest mobile technology is telling of social status, it’s part of “Living the American Dream,” which is the main reason many of us come to this country.

In the Hispanic culture one of the most important values is caring for and connecting with family, especially when they don’t live in the same country. It is important that we communicate with them and take care of their necessities. Unfortunately, landlines in Latin America are scarce, costly and supported by a poor infrastructure. As a result, Hispanics living in the U.S. are relying more on mobile to be connected to family and friends. According to the latest eMarketer study, 43% of Hispanics in the U.S. own a smartphone/PDA – versus 36% for non-Hispanics – and only 13% of Hispanics have a landline at home.

Hispanics not only use their cell phones to make calls, they also text, share pictures and videos, access the Internet, watch TV, download music and applications, and shop. When we look at shopping behavior, mobile is becoming an important part of the buying process. According to the 2010 Simmons National Hispanic Consumer Study, 13% of Hispanics would like to use their cell phones to purchase products in-store, which shows their desire to have a more interactive shopping experience.

Having all this data helps us to understand how the Hispanic community relates to the mobile space and evolves with new technology. So, how can retailers better engage with consumers who are always connected through their mobile phones? Hispanics are willing to accept mobile ads and promotions if they receive something in return, so there’s a huge opportunity for advertisers to reach this consumer at the point of purchase. Developing branded shopping applications and implementing mobile coupon strategies can be helpful in building brand engagement with Hispanics. Hispanic purchasing power is expected to rise to $1.5 trillion in the coming years, which means retailers need to find creative ways to engage with Hispanics through their main touch point, their mobile phones.

Carmen Torres is a Hispanic Media Supervisor at 22squared. She has more than 14 years of experience managing media plans for the US Hispanic market and Latin America. Carmen began her career at Y&R in 1997 and has worked with some of the biggest brands in America, such as Publix, Macy's, Chevron, American Airlines and Colgate-Palmolive, among others.

Hemos visto una variedad de estudios que afirman que a los hispanos en EEUU les interesan las innovaciones tecnológicas y adoptan rápidamente los nuevos productos en el mercado, especialmente en el mundo de los teléfonos móviles.

Para la comunidad hispana en EEUU poseer la última tecnología disponible en móviles implica una marca de status social, es parte de vivir "el sueño norteamericano", una de las razones más importantes por la cual nos establecimos en EEUU muchos de nosotros.

En la cultura hispana, uno de los valores más importantes es estar conectados con nuestros familiares, aún más si no se encuentran en el mismo país. Es importante que nos comuniquemos con ellos y que nos preocupemos por sus necesidades. Desgraciadamente, las líneas de teléfono terrestres en Latinoamérica no están muy desarrolladas, son costosas y poseen una estructura deficiente. Como resultado, los hispanos viviendo en EEUU están confiando más en los teléfonos móviles para conectarse con su familia y amigos. De acuerdo al último estudio de eMarketer, el 43% de los hispanos en EEUU poseen un teléfono inteligente (en contraste con un 36% de los no hispanos) y solamente un 13% de hispanos posee una línea terrestre.

Los hispanos en EEUU no solamente utilizan sus móviles para realizar llamadas, también mandan mensajes, fotos y videos, acceden a internet, miran TV, descargan música, aplicaciones y compran en línea. Cuando observamos los comportamientos de los usuarios en las compras, los móviles se tornan en una parte importante de este proceso. De acuerdo al estudio del 2010 de xxxxx, un 13% de hispanos prefiere realizar sus compras online mediante sus móviles, lo que también demuestra un interés creciente en una experiencia de shopping interactiva.

Toda esta información nos ayuda a comprender cómo la comunidad hispana se relaciona con sus teléfonos móviles y con la tecnología. Entonces, ¿Cómo pueden los comerciantes acercarse a los consumidores que están siempre conectados mediante sus móviles? La comunidad hispana está dispuesta a aceptar publicidad en sus móviles siempre y cuando reciban algo a cambio. Por lo que es una gran oportunidad para que los anunciantes alcancen a estos clientes a la hora de comprar. Desarrollar una estrategia de marca mediante aplicaciones para comercio electrónico o cupones digitales puede ser una apuesta interesante para alcanzar a la comunidad hispana en EEUU. El poder de compra de los hispanos en EEUU se espera que llegue a los 1.5 billones de dólares en los próximos años, lo que significa que los comerciantes necesitan encontrar maneras creativas de alcanzar a los hispanos en EEUU a través de su punto de inflexión, su teléfono móvil.

Carmen Torres es Supervisora de Medios para la comunidad hispana en EEUU en  22squared.  Posee más de 14 años de experiencia en planes de medios para la comunidad hispana en EEUU y Latinoamérica. Carmen comenzó su carrera en Y&R en 1997 y trabajó con marcas como Publix, Macy´s, Chevron, American Airlines y Colgate Palmolive, entre otras.

In this article Carmen Torres (photo), Hispanic Media Supervisor at 22squared, describes the changes in the US Hispanic digital landscape and why it is important to understand these changes in order to better connect with the Hispanic consumer. According to Carmen, there is a huge opportunity for networks and advertisers to connect with Hispanics via online video and web novelas.

Hispanics have always been identified as heavy consumers of online, mobile and social media. Digital technology plays an important role in the lives of Hispanics, as it’s primarily linked to two of their most important pillars: family connections and culture. The Internet makes their lives easier by providing quick access to information, products, and news from their countries of origin. As a result, the Hispanic digital landscape is evolving, and we’re starting to see how media consumption has been influenced by it.

When it comes to adopting new technology, Hispanics outshine their non-Hispanic counterparts in device ownership. A recent eMarketer study showed that 18% of Hispanics own a tablet, versus 8% of non-Hispanics, with similar patterns for Internet-enabled TVs, e-book readers and 3D TVs. With all these options, it’s no wonder media consumption habits are changing, especially when it comes to TV. Thanks to the influx of new technology, consumers have the opportunity to choose how, when and where they watch TV. Although this is where the market in general is heading, it’s fair to say that Hispanics may get there faster because of how they interact with new technology, particularly when it comes to connecting with family in their home countries.

According to eMarketer, Hispanics spend an average of six hours and twenty-two minutes per month watching online video, while white non-Hispanics spend only three hours and forty-four minutes, and African Americans spend five hours and forty-eight minutes per month. The reason Hispanics’ time spent is so much higher? In many cases, the Internet is the only way they can access programs, novelas and news from their home countries. Also, the Hispanic population tends to be younger than the general population, in parity with the online-heavy user, who is also younger.

A ComScore study revealed that Hispanics’ engagement levels with online advertising surpassed non-Hispanic consumers in 2010. Hispanics are also more likely to find online ads entertaining: approximately 31% of Hispanics enjoy watching online ads, versus 19% of non-Hispanics. Additionally, 36% of Hispanics are willing to click on ads to get further information about a product, versus 29% of non-Hispanics.

This means there’s a huge opportunity for networks and advertisers to connect with Hispanics via online video and web novelas. Univision recently announced a partnership with Hulu to provide Spanish language content to their subscribers, and Telemundo partnered with YouTube to launch a Spanish language video channel. It’s good to see how these networks acknowledge how TV viewing is evolving, and that they’re offering online content in order to better reach the Spanish-speaking Hispanic consumer.

Carmen Torres is a Hispanic Media Supervisor at 22squared. She has more than 14 years of experience managing media plans for the US Hispanic market and Latin America. Carmen began her career at Y&R in 1997 and has worked with some of the biggest brands in America, such as Publix, Macy's, Chevron, American Airlines and Colgate-Palmolive, among others.

Breaking Ads Mexico:

In a new selection of "breaking ads" through tracked MexicoWebMonitor™ by Media Economics Group, we introduce the digital campaigns from  Starbucks, Invex, Speed Stick and Michelin.

The campaigns were active between March 19 and 25, 2012

Selected "Breaking" Ads: March 19 to 25, 2012 


 Starbucks

Advertiser (Parent Company): Starbucks Coffee Company

Campaign:  "Encuentra tu Sabor"

First date captured: 03/22/2012

Language(s): Spanish

Description: Starbucks Mexico campaign describing the range of Starbucks blends from Blonde (light) to medium and dark.

Site(s):  CNNExpansion.com, Chilango.com, Quien.com

 

 

  Invex

Advertiser (Parent Company): Invex Grupo Financiero

Campaign: "Invex Banca Privada"

First date captured: 03/20/2012

Language(s): Spanish

Description:  Invex Grupo Financiero Private Banking services in Mexico.

Site(s):  AltoNivel.com.mx, CNNMexico.com, Diario.com.mx, MetroFlog.com (from Mexico), Publimetro.com.mx.

 

Speed Stick X5

Advertiser (Parent Company): Colgate-Palmolive Company

Campaign:  "Top 5 Promoción"

First date captured: 03/21/2012

Language(s): Spanish

Description:  Share and vote for your "Top 5" in futbol, music, videogames, etc. – or create your own top 5 and share with your friends.  Landing page on colgate.com.mx links to app download page on Facebook.

Site(s):  ESPNDeportes.com (from Mexico), Starmedia Mexico, Univision.com (from Mexico).

 

    Michelin

Advertiser (Parent Company): Michelin North America, Inc.

Campaign: "Ahorra $700 Pesos y Gana Seguro de Autos por un Año"

First date captured: 03/24/2012

Language(s): Spanish

Description:  Michelin Mexico promotion: buy four tires and receive a gift card for $700MX.  Buy any tire and participate in sweepstakes for free auto insurance for one year.

Site(s): Prodigy.MSN.com

 

Source:Media Economics Group, MexicoWebMonitor™
© 2012 Media Economics Group
For more information call 1 (704) 841-2030