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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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  • Red Mango

EGC Group has been named Red Mango’s, frozen yogurt and fruit smoothies retailer, marketing and advertising agency. The assignment implies strategy, creative development, LSM (local store marketing) and digital and social media programs for its 220 locations in the USA.The agency’s retail, digital and LSM experience includes Friendly’s, Sterling Optical, Canon,Jiffy Lube, Project Runway and Brother International, among others.So far, the agency has done a LSM product testing of juices, light food, and smoothies as part of the new Red Mango Cafe & Juice Bar concept. Additionally, it has developed a national Valentine’s Day promotional campaign to be launched on February 7.

  • Rumba Meats

Rumba Holiday PromotionMarketVision agency has been chosen to handle total-market digital, social and shopper-marketing promotions for Cargill’s Rumba meats brand.The agency’s initiatives target a diverse consumer base focusing on the cultural insight behind shopper behavior.MarketVision has already designed and carried out digital, social and retail programs for Hispanic Heritage Month and Holiday for Rumba. Rumbameats.com website ,a Facebook page featuring recipes, photo contests and cooking tips, a Pinterest page and a Twitter feed were some of the elements included . The agency has also created a sales e-newsletter and has initiated active food blogger outreach. In February, the agency will launch Rumba’s Black History Month promotion. Agency partner SWEB Development will collaborate with MarketVision’s Rumba work . SWEB Development, a full-service digital agency offering creative digital strategies, graphic design, and development for web, mobile, and social.MarketVision clients include Cargill Meat Solutions, Chrysler Group, ConAgra Foods, Copa Airlines, Hershey’s, Kraft Foods, Mondelez International, Northwestern Mutual, MillerCoors, Centers for Disease Control and United Airlines.

  • SUBWAY®

Univision Communications Inc. and SUBWAY Restaurants have announced a new partnership that will include six integrations of SUBWAY® Restaurants products and restaurants into Televisa’s hit telenovela, “Qué Pobres Tan Ricos” (Poor, But Rich).Custom content pieces featuring Univision actor Raul Gonzalez are also included in the agreement. Rodriguez will deliver SUBWAY® Restaurants selling points through his character in “Qué Pobres Tan Ricos”.Since premiering on January 6, 2014, the TV program is averaging 3 million viewers and ranking Univision as the No. 2 broadcast network among young Adults 18-34 ahead of ABC and CBS.SUBWAY® Restaurants products and restaurants will be seamlessly incorporated into storylines. The first integration will show one of the characters surprising another with a SUBWAY® $5 Footlong. The second, features a mother arriving unexpectedly to a birthday party with a SUBWAY FRESH FIT FOR KIDS™ meal. Other integrations will include scenes inside SUBWAY® Restaurants stores and show characters consuming SUBWAY® Restaurants products. In all, integrations will help Univision reaching Hispanic audiences.“Qué Pobres Tan Ricos” airs from Monday to Friday on the Univision Network at 10 p.m. .

  • AT&T

AT&T is rolling out a series of TV ads featuring actress Sofia Vergara and Univision sportscaster Fernando Fiore.One spot has been titled ‘Golazo’ (Super Goal) and will air in the form of 15-second and 30-second TV ads, features both TV personalities in a living room watching soccer. The ad shows Fernando and Sofia cheering their favorite team after a goal is scored, and then a reference is made to AT&T’s 4G LTE network.
http://www.youtube.com/watch?v=SL20VkDpUaM#t=8
Another similar 15-second spot titled  ‘Mas Confiable’ (Most Reliable) will air from Feb. 3 through the end of the month. Directed by Michael Spiller, these TV spots will bring the chemistry this duo had in the 90s to the screen.The spots were carried out by AT&T in collaboration with BRAVO and Lookout Entertainment director Michael Spiller.

  • MasterCard

Carat has been awarded MasterCard’s media business in the U.S. and worldwide in all markets but Latin America.Universal McCann will retain the business in Latin America.UM has been in charge of global media planning and buying in Latin America since 2010.

  • Heineken

HeinekenHeineken and the UEFA Champions League (UCL) are once again bringing the popular soccer club competition to fans in the United States through various retail elements, from March 1 through May 24.Coinciding with this year’s program launch, Heineken is rolling out a new 16-ounce, three-pack format, designed with permanent UCL creative. Also, at retail, interactive displays and point-of-sale will direct consumers to sign into the UCL mobile site where they can try to digitally match their “Half Ticket” for the chance to win Heineken UCL prizes, such as Adidas-branded merchandise and signed UCL memorabilia. Consumers can also login with Foursquare to earn points every time they “check in” at retail. Additionally, program participants will be automatically entered into a sweepstakes for the chance to win a trip to a UCL match during the 2014-2015 season. Channel-specific cross-merchandising offers on the purchase of relevant items, including salty snacks, meats and ice, will round out the program and provide shoppers with solutions for their at-home viewing occasions, according to the company.”The UEFA Champions League is a proven passion point of Hispanic consumers,” said Belen Pamukoff, brand director for Heineken.”

  • PayNearMe

PayNearMe is growing its reach with a deal to bring its cash transaction network to more than 8,000 Family Dollar locations across the United States.The deal almost doubles PayNearMe’s footprint. Its cash transaction network allows consumers to use cash to repay loans, pay rent, make online purchases, and much more. Consumers can make payments 24/7 in their own neighborhood any of the 17,000 participating 7-Eleven, Family Dollar, and ACE Cash Express stores across the United States.PayNearMe has also closed a $20-million round of financing led by GSV Capital. August Capital, Khosla Ventures, Maveron and True Ventures also participated in the round. PayNearMe will use the funds to continue expansion into existing categories while launching into new vertical markets.


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GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on 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 with more than 3,000 Leading Agency and Marketing/Advertising Directors. (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.

SEE A DEMO OF THE DIRECTORY!

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

What: Carat has been awarded MasterCard’s media business in all markets except Latin America.
Why it matters: Universal McCann will retain the business in Latin America.UM has been in charge of global media planning and buying in Latin America since 2010.

mastercardcaratCarat will be MasterCard’s new global media agency. MasterCard will retain UM only in Latin America.

In 2010, MasterCard consolidated global media planning and buying by adding the US to UM’s responsibilities to manage the business abroad. The news of Carat’s addition was not so welcome for UM as it has been supporting the business for a couple of years.

For Carat, this creates an opportunity to run a new business. Another major success for Carat  was to win the General Motors account in 2012. Other accounts include include Macy’s, Danone and Sony business in the US. Parent group Aegis has also won Reckitt Benckiser.

It is estimated that MasterCard spent US $126.6 million on domestic measured media in 2012 and about US $250 million globally.

The Mastercard review came down to a group of finalists which also included a team from WPP’s Group M and Omnicom’s PHD, months after then-Chief Marketing Officer Alfredo Gangotena assumed his post.

Raja Rajamannar The company’s new CMO Raja Rajamannar (photo) put the business in review as well. “At this time we can confirm that Carat has been awarded the consolidated media business in all markets except Latin America. Universal McCann will retain the business in Latin America. The integrated McCann XBC team will continue to support MasterCard in other marketing activities, including creative, digital and sponsorships/partnerships,” the company’s spokeman said.

 

What: Mastercard said it will continue working with IPG’s UM Mediabrands as its media agency in Latin America.
Why it matters: UM is responsible for the media planning and buying of digital and traditional media in the region.

mastercardMasterCard announced today that UM, IPG Mediabrands group’ global communications network, will continue as their official media agency in Latin America, following the recent media buying and planning pitch that the company led.

UM struggled to maintain its position as the MasterCard’s official media agency in Latin America and will continue to be in charge of both planning and buying for traditional and digital media  in the region.

“We are very happy for this UM achievement in Latin America, it gives us great satisfaction to continue working closely with MasterCard and still be its’ business partner in Latam,” said Paul Rodriguez, President of IPG Mediabrands Latam.

UM has more than 130 offices across 100 countries and over 4,800 professionals committed to the development of creative, strategic and unique campaigns to each client. UM’s clients include: Brown-Forman, Chrysler, Coca-Cola, ExxonMobil, Hershey’s, Johnson & Johnson, L’Oreal Paris, MasterCard, Microsoft and Sony.

 

What: Carat has been awarded MasterCard’s media business in all markets except Latin America.
Why it matters: Universal McCann will retain the business in Latin America.UM has been in charge of global media planning and buying in Latin America since 2010.

mastercardcaratCarat will be MasterCard’s new global media agency. MasterCard will retain UM only in Latin America.

In 2010, MasterCard consolidated global media planning and buying by adding the US to UM’s responsibilities to manage the business abroad. The news of Carat’s addition was not so welcome for UM as it has been supporting the business for a couple of years.

For Carat, this creates an opportunity to run a new business. Another major success for Carat  was to win the General Motors account in 2012. Other accounts include include Macy’s, Danone and Sony business in the US. Parent group Aegis has also won Reckitt Benckiser.

It is estimated that MasterCard spent US $126.6 million on domestic measured media in 2012 and about US $250 million globally.

The Mastercard review came down to a group of finalists which also included a team from WPP’s Group M and Omnicom’s PHD, months after then-Chief Marketing Officer Alfredo Gangotena assumed his post.

Raja Rajamannar The company’s new CMO Raja Rajamannar (photo) put the business in review as well. “At this time we can confirm that Carat has been awarded the consolidated media business in all markets except Latin America. Universal McCann will retain the business in Latin America. The integrated McCann XBC team will continue to support MasterCard in other marketing activities, including creative, digital and sponsorships/partnerships,” the company’s spokeman said.

 

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.

  • Heineken

HeinekenHeineken USA is launching its “Bring Your Sunday Best” portfolio retail program, designed to provide consumers with hosting tips and party-relevant offers from the company’s Heineken, Dos Equis, Newcastle Brown Ale, Strongbow Cider and Tecate brands. To kick off the program, Heineken USA has enlisted All-Pro wide receiver Keyshawn Johnson to enhance the shopping experience. Through the company’s new Portfolio Playbook mobile site, Johnson provides a series of entertaining tips that highlight his expertise and personality. The site also includes recipes, special offers and planning tools designed to promote high-margin items. In store, the promotion will offer football-themed mass display elements, point-of-sale and cross-merchandising offers with channel-relevant brand partners including Stubb’s Legendary Bar-B-Q products (grocery), Wonderful Pistachios & Almonds (c-store and drug) and FIJI Water (liquor). “The fall football season is in full gear and fans everywhere are making plans for their playoff and championship celebrations,” said Merrybeth Lannan, director of trade development for Heineken USA.”Heineken USA’s portfolio includes three of the top 10 selling upscale beer brands during the weeks leading up to, and including, the big game,” Lannan added. “Our brands not only elevate the consumer’s experience, they also generate more retail traffic, repeat purchase and incremental profits for retailers.”Heineken USA’s Bring Your Sunday Best retail program runs from Jan. 2 through February.

  • Spark wins Duke Energy and European Wax Centers

The media agency under the Starcom MediaVest umbrella in separate reviews won the Duke Energy account, which is expected to spend $30 million annually on advertising, and the European Wax Centers account, which is planning to spend $10 million in the year ahead, according to a report in MediaPost, citing sources.These accounts are relatively small but Spark has won more than 15 new pieces of media business this year with expenditures totaling $800 million. Spark, headed by CEO Chris Boothe, became the third major unit of SMG in February 2012.

  • MasterCard

MastercardMasterCard is starting a global Media agency review. The credit card company spent U.S. $126 million on U,S. media in 2012, according to Kantar, and the incumbent media agency is IPG’s UM, which has been invited to participate in the review, Ad Age reports.The review comes just a few months after Raja Rajamannar was named the new chief marketing officer at MasterCard. The account is a sizable one. UM earlier this year retained its global Hershey account.

  • Blitz Media

Ellen Comley, former executive vice president and managing director at Havas Media, has been appointed Chief Media Officer at Waltham, MA-based Blitz Media, the agency said.Blitz has won a number of new accounts this year, including Minuteman Health, WellBiz Brands, Sears Hometown & Outlet Stores, Harvard University Kennedy School Executive Education, Brain Shark, Big Brothers Big Sisters of Massachusetts Bay, and Project Treasure.

  • Google – Publicis Digital Agencies

Digitas and Razorfish committed to spending U.S.  $100 million of their clients’ money on Google properties including YouTube and Google Plus in what might be the biggest deal of its kind, according to Ad Age. Doing digital buys upfront gives the agencies discounted rates and encourages more cooperation in creating innovative campaigns.

  • Starcom and Yahoo

The media agency and search engine will use audience data from both companies to create video content about topics that resonate with Yahoo users. Starcom clients Allstate, Kraft, Kellogg’s, Hallmark and Beam Inc. will be among the launch partners on the project and will sponsor the videos that target specific audience segments. Media agencies on behalf of their clients are doing more major exclusive partnerships like this one with specific companies, where the agency can have more of a say in how the content is targeted for each client.  

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on 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 with more than 3,000 Leading Agency and Marketing/Advertising Directors. (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.

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What: Visa, MasterCard and American Express proposed using “digital tokens” worldwide, instead of account numbers for processing purchases made online and with mobile devices.
Why is it important: The use of tokens would help to reduce fraud by providing uniformity. Tokens would also complement EMV-chip technology, which improves security against fraud as it authenticates credit and debit card transactions. Cardholders security would be enhanced with “digital tokens” because its use would be limited for specific environments.

Visa, MasterCard and American Express have proposed a new global standard to enhance the security of digital payments and simplify the purchasing experience when shopping on a mobile phone, tablet or personal computer. This standard involves the use of “digital tokens” instead of account numbers for processing purchases made online and with mobile devices.

With a token, consumers will no longer be required to enter an actual account number when shopping online or on a smart device, as tokens would be the digital equivalent of magnetic stripes on the back of plastic bank cards that contain customer information. Tokens will provide an additional layer of security and eliminate the need for merchants, digital wallet operators or others to store account numbers.

To ensure consistency across the globe, the proposed standard used to generate tokens would be based on existing industry standards and would be available to all payment networks and other payment participants. Once a standard is agreed to and implemented, issuers, merchants or digital wallet providers would be able to request a token, and it will be possible to restrict how tokens are used with a specific merchant, device, transaction or category of transactions.

Over the next weeks, this global framework will be presented to stakeholders, partners and independent industry bodies so as to align and further advance the standard.

Sources: Bloomberg, MasterCard’s press release.

What: Visa, MasterCard and American Express proposed using “digital tokens” worldwide, instead of account numbers for processing purchases made online and with mobile devices.
Why is it important: The use of tokens would help to reduce fraud by providing uniformity. Tokens would also complement EMV-chip technology, which improves security against fraud as it authenticates credit and debit card transactions. Cardholders security would be enhanced with “digital tokens” because its use would be limited for specific environments.

Visa, MasterCard and American Express have proposed a new global standard to enhance the security of digital payments and simplify the purchasing experience when shopping on a mobile phone, tablet or personal computer. This standard involves the use of “digital tokens” instead of account numbers for processing purchases made online and with mobile devices.

With a token, consumers will no longer be required to enter an actual account number when shopping online or on a smart device, as tokens would be the digital equivalent of magnetic stripes on the back of plastic bank cards that contain customer information. Tokens will provide an additional layer of security and eliminate the need for merchants, digital wallet operators or others to store account numbers.

To ensure consistency across the globe, the proposed standard used to generate tokens would be based on existing industry standards and would be available to all payment networks and other payment participants. Once a standard is agreed to and implemented, issuers, merchants or digital wallet providers would be able to request a token, and it will be possible to restrict how tokens are used with a specific merchant, device, transaction or category of transactions.

Over the next weeks, this global framework will be presented to stakeholders, partners and independent industry bodies so as to align and further advance the standard.

Sources: Bloomberg, MasterCard’s press release.

Breaking Ads Mexico, presented by Portada and Media Economics Group, today analyzes a selection of Mexican digital campaigns active in  July. The advertising campaigns were tracked through Media Economics Group´s MexicoWebMonitor™. Below are digital campaigns from Disney, MasterCard and Clorox.

 

Disney

llanero

Advertiser: Walt Disney Company (The)

Campaign: “El Llanero Solitario” Movie

Language: Español

Description: Mexico campaign for Disney’s “Lone ranger” (“El Llanero Solitario”) movie opening in Mexico on July 18, 2013.

Sites: ElUniversal.com.mx, Record.com.mx, Yahoo! Mexico

Servers: mi.adinterax.com (Yahoo!), RealMediaDigital.com (24/7 Media), e-Planning.net

 

MasterCard

master

Advertiser: MasterCard International, Inc.

Campaign: “Priceless Cities Mexico”

Language: Español

Description:  Mexico campaign – part of the MasterCard Priceless Cities benefits program (dining, entertainment, sports, etc.)

Sites: CNNExpansion.com, Chilango.com, ElUniversal.com.mx, Quien.com, Reforma.com

Servers: creatives.GrupoReforma.com, mdn.net (DoubleClick), RealMediaDigital.com (24/7 Media)

 

 

Clorox

clorox

Advertiser: Clorox Company (The)

Campaign: Clorox “Power Gel”

Language: Spanish

Description: New Clorox “Power Gel” multi-surface cleaner + bleach.  Ads re-direct to MujeresClorox website

Sites: Terra.com.mx

Server: ds.serving-sys.com (MediaMind)

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

Tettamanti, HIRESAs SVP- Marketing Group Head, Edgardo Tettamanti is responsible for the strategic management of the Latin America & Caribbean (LAC) Region. Tettamanti will be a speaker at the upcoming Portada Latin American Advertising and Media Summit.

With more than 29 years of well-rounded financial services, marketing and agency experience, Mr. Tettamanti has focused on delivering innovative programs with notable results in markets throughout the region on both the advertising agency side and at financial institutions.

At MasterCard he has dedicated to expanding and refreshing the Priceless Campaign in the LAC region with innovative direct to consumer platforms that drive brand preference.

Prior, Mr. Tettamanti capped off a 15-year trajectory at American Express as vice president, Head of Brand Management Latin America, the Caribbean and Canada.

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.

 

 

Benjamin JankowskiMr. Jankowski is group head, Global Media.  He is responsible for managing the MasterCard investment in marketing communications.  This includes working with our global, regional and local marketing teams as well as agency partners to drive engagement and preference among MasterCard’s core constituents.

Having worked for many agency networks such as Omnicom, WPP, and Havas, Mr. Jankowski has a vast experience with helping drive business success of some of the world’s leading marketers such as Chase, Citibank, Dell, GE, Johnson & Johnson, Nestlé, Pepsico, Procter & Gamble, and Xerox.

[youtube https://www.youtube.com/watch?v=-CirC0RUgXE&w=560&h=315]

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.

 

Ben Jankowski, Group Head Global Media at MasterCard, has just been added to an impressive roster of speakers at our Portada Latin American Advertising and Media Summit on June 4 and 5 in Miami. (Make sure to take advantage of the early bird registration expiring this Friday April 12).

Latin American Advertising and Media Summit Jankowski will jointly present with Virginia Pereira, Head of Media, Latin America on how MasterCard has activated sports around the world with a special emphasis on the 2014 Soccer World Cup and 2016 Olympics, both to take place in Brazil. The theme of this year’s Latam Summit is “Getting ready for the Big Game.”

Jankowski is one of several marketing and media luminaries that will participate in the Summit. They include:

Claudio Ferreira, Publisher, Veja Magazine. Veja is the second largest magazine in the world ranked by circulation and the largest and most influential in Brazil. Ferreira will provide an in-depth overview of the latest economical and political developments in Brazil as well as an outlook for the next decade.

Nick Denton, CEO and Founder, Gawker Media. The British journalist and internet entrepreneur will talk about the latest trends in digital media.

Additional speakers we recently got confirmation from, include Mario Cordon, CMO of Open English, a top 15 Cable Advertiser in Brazil and of Todd Wilson, SVP, Managing Director Starcom, an agency whose media buying and planning accounts includes Samsung, Telefonica and Procter & Gamble.

Portada’s Latam Advertising and Media Summit is the Annual Meeting point for the Global Latin Advertising, Media and Content World (Latin America, U.S. Hispanic, Spain). In its fifth annual edition, and taking place at the newly renovated Intercontinental Hotel in Miami, the 2013 Latam Summit will be a two-day event brimming with fresh ideas, market intelligence and networking opportunities. The Summit can be sponsored and attended in combination with the Latin Content Marketing Forum , which takes place in the same venue in the morning of June 4. Take advantage of the early bird combo rate to attend both events (expires this Friday April 12)!

Ben Jankowski, Group Head Global Media at  MasterCard, has just been added to an impressive roster of speakers at our Portada Latin American Advertising and Media Summit on June 4 and 5 in Miami.    (Make sure to take advantage of the early bird registration expiring this Friday April 12).

Latin American Advertising and Media Summit Jankowski will jointly present with Virginia Pereira,  Head of Media, Latin America on how MasterCard has activated sports around the world with a special emphasis on the  2014 Soccer World Cup and 2016 Olympics, both to take place in Brazil. The theme of this year’s Latam Summit is “Getting ready for the Big Game.”

Jankowski is one of several marketing and media luminaries that will participate in the Summit. They include:

Claudio Ferreira, Publisher, Veja Magazine. Veja is the second largest magazine in the world ranked by circulation and the largest and most influential in Brazil. Ferreira will provide an in-depth overview of the latest economical and political developments in Brazil as well as an outlook for the next decade.

Nick Denton, CEO and Founder, Gawker Media.  The British journalist and internet entrepreneur will talk about the latest trends in digital media.

Additional speakers we recently got confirmation from, include Mario Cordon, CMO of Open English, a top 15 Cable Advertiser  in Brazil and of Todd Wilson, SVP, Managing Director  Starcom, an agency whose media buying and planning accounts includes Samsung, Telefonica and Procter & Gamble.

Portada’s Latam Advertising and Media Summit is the Annual Meeting point for the Global Latin Advertising, Media and Content World (Latin America, U.S.  Hispanic, Spain). In its fifth annual edition, and taking place at the newly renovated Intercontinental Hotel in Miami,  the 2013 Latam  Summit will be a two-day event brimming with fresh ideas, market  intelligence and networking opportunities. The Summit can be sponsored and attended in combination with the Latin Content Marketing Forum , which takes place in the same venue in the morning of June 4. Take  advantage of the early bird combo rate to attend both events (expires this Friday April 12)!

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.

A new selection of “Breaking Ads Mexico” as tracked by MexicoWebMonitor™, a service of Media Economics Group. The campaigns were active between the 3 to the 9 of December of 2012. Below campaigns from Mastercard, Oggi Jeans and Liverpool.

Oggi Jeans

Advertiser: Junior De Mexico, S.A. De C.V.

Campaign: “Yo SIento La Voz Mexico” Concurso

Language: Spanish

Description: Win Oggi Jeans and tickets to the show “La Voz Mexico” by entering the online castalog on Oggi.com.mx, selecting a favorite page from the catalog, and writing a story related to the page.  Invite friends on Facebook to vote for your story.  Story with most votes every week will be the winner.

Sites: EsMas.com (Mexico), TelevisaDeportes.com (Mexico)

 

Mastercard

Advertiser: MasterCard International, Inc.

Campaign: “Priceless – Bloomingdale’s Co-Promotion”

Language: Spanish

Description: Mastercard co-promotion with various retailers including: Bloomingdale’s, J. Crew, Macy’s, and Sak’s Fifth Avenue, for example.

Sites: MSN.FoxSports.com (from Mexico), Starmedia Mexico


Liverpool

Advertiser: Tiendas Liverpool

Campaign: Liverpool “Bolo Story” (www.bolo.com.mx)

Language: Spanish

Description: Liverpool Christmas online promotion/game featuring “Bolo” character (teddy bear/”osito”).

Sites: Prodigy.MSN.com, Yahoo! Mexico

 

Source: Media Economics Group, ColombiaWebMonitor™. For more information call 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 8 and 14 of October of 2012.

Below the digital campaigns from Movistar, Caliente Casino, MasterCard and Corona

Movistar



Advertiser:
Telefonica, S.A.

Campaign: "Plan Conexion Libre"

Language: Spanish

Description: Plan Conexion Libre from Movistar: unlimited Facebook, Twitter, WhatsApp and email for MX$499/month.

Site: Batanga.com (from Mexico), Juegos.com, MedioTiempo.com (Mexico), MetroFlog.com (from Mexico), Prodigy.MSN.com, Record.com.mx, Starmedia Mexico, Terra.com.mx

CalienteCasino.com.mx



Advertiser:
Grupo Caliente

Campaign: CalienteCasino.com.mx

Language: Spanish

Description: Casino and dog-racing operator in Mexico.

Site: Diario.com.mx

MasterCard

Foto con este link



Campaign:
"Priceless Music – Evanescence Concert Promotion"

Language: Spanish

Description: Mastercard Mexico promotion – tickets to Evanescence concert in London.

Site: EsMas.com (Mexico)

Corona Music



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

Campaign: "Corona Capital"

Language: Spanish

Description: Corona music festival.  Co-sponsored by Telcel and Blackberry (buy a Blackberry and get a free music festival ticket)

Site: ESPNDeportes.com (from Mexico), MedioTiempo.com (Mexico).

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

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 8 al 14 de octubre del 2012.  Esta semana presentamos las campañas de Movistar, Caliente Casino, MasterCard y Corona.

Movistar

Anunciante: Telefonica, S.A.

Campaña: “Plan Conexion Libre”

Lenguaje: Español

Descripción: Plan Conexión Libre Movistar: Servicio ilimitado, Facebook, Twitter, WhatsApp y correo electrónico por 499 pesos mexicanos por mes.

Sitio: Batanga.com (from Mexico), Juegos.com, MedioTiempo.com (Mexico), MetroFlog.com (from Mexico), Prodigy.MSN.com, Record.com.mx, Starmedia Mexico, Terra.com.mx

CalienteCasino.com.mx

Anunciante: Grupo Caliente

Campaña: CalienteCasino.com.mx

Lenguaje: Español

Descripción: Casino y operador de carreras de perros en México.

Sitio: Diario.com.mx

MasterCard

Anunciante: MasterCard International, Inc.

Campaña: “Priceless Music – Evanescence Concert Promotion”

Lenguaje: Español

Descripción: Promoción de MasterCard México. Entradas para el concierto de Evanescence en Londres.

Sitio: EsMas.com (Mexico)

Corona Music

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

Campaña: “Corona Capital”

Lenguaje: Español

Descripción: Festival de música Corona. Co-patrocinado por Telcel y Blackberry (compre un Blackberry y reciba una entrada gratis para el festival)

Sitio: ESPNDeportes.com (from Mexico), MedioTiempo.com (Mexico).

Source: Media Economics Group, ColombiaWebMonitor™. Para mayor información comuníquese 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 8 and 14 of October of 2012.

Below the digital campaigns from Movistar, Caliente Casino, MasterCard and Corona

Movistar



Advertiser:
Telefonica, S.A.

Campaign: “Plan Conexion Libre”

Language: Spanish

Description: Plan Conexion Libre from Movistar: unlimited Facebook, Twitter, WhatsApp and email for MX$499/month.

Site: Batanga.com (from Mexico), Juegos.com, MedioTiempo.com (Mexico), MetroFlog.com (from Mexico), Prodigy.MSN.com, Record.com.mx, Starmedia Mexico, Terra.com.mx

CalienteCasino.com.mx



Advertiser:
Grupo Caliente

Campaign: CalienteCasino.com.mx

Language: Spanish

Description: Casino and dog-racing operator in Mexico.

Site: Diario.com.mx

MasterCard

Foto con este link



Campaign:
“Priceless Music – Evanescence Concert Promotion”

Language: Spanish

Description: Mastercard Mexico promotion – tickets to Evanescence concert in London.

Site: EsMas.com (Mexico)

Corona Music



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

Campaign: “Corona Capital”

Language: Spanish

Description: Corona music festival.  Co-sponsored by Telcel and Blackberry (buy a Blackberry and get a free music festival ticket)

Site: ESPNDeportes.com (from Mexico), MedioTiempo.com (Mexico).

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

La joint venture creada por Telefónica y MasterCard para el desarrollo de pagos móviles en Latinoamérica, ha presentado hoy su marca corporativa y comercial, Wanda.

Wanda, ofrecerá soluciones de pagos móviles a más de 87 millones de clientes Movistar en doce países de la región. Los servicios de pago a través del móvil estarán asociados a un cartera móvil o cuenta prepago, a través de la cual se podrán realizar transferencias de dinero, recargas y pago de facturas y compras, entre otros servicios.

La empresa encargada del desarrollo e implementación tecnológica de la cartera móvil y los servicios asociados a la misma será MPS, con quien la joint venture tiene un acuerdo global que abarca los 12 mercados donde operará el servicio de pagos a través del móvil.

Wanda, con su lema “Tu dinero móvil”, es un reflejo de los valores fundamentales de la compañía de proporcionar proximidad, seguridad, innovación, accesibilidad y dinamismo en las soluciones de pago que se brindan a los clientes de la región.

'Nos complace anunciar la nueva marca bajo la cual desarrollaremos la iniciativa de pagos móviles en Latinoamérica', señaló Richard Hartzell, presidente de MasterCard América Latina y el Caribe. 'A través de esta potente marca y el liderazgo y amplio conocimiento del equipo con el que cuenta la compañía, estoy convencido de que Wanda está encaminada a convertirse en la principal fuerza impulsora para el desarrollo de los pagos móviles en la región, fomentar el crecimiento económico y promover la inclusión financiera'.

“La creación de la nueva marca es un hito de gran importancia para la joint venture creada por MasterCard y Telefónica en Latinoamérica” afirmo Joaquín Mata, Director Global de Servicios Financieros de Telefónica Digital. 'Wanda y su recién nombrado equipo están en buenas condiciones para continuar construyendo los cimientos de una compañía fuerte enfocada en ofrecer soluciones de pagos móviles innovadoras y convenientes que faciliten a la población no bancarizada el acceso al sistema financiero”.

Wanda es un elemento crucial de la estrategia global de servicios financieros de Telefónica, gestionada ahora a través de su nueva unidad de negocios Digital, creada el año pasado para aprovechar las oportunidades en el mundo digital.

Sergio Regueros será el ejecutivo principal de la joint venture. Regueros ha trabajado en Telefónica los últimos 7 años, ocupando diversos cargos de alta gerencia en América Latina y España.

Liderando el área financiera estará Wes Rivel, quien ha trabajado 12 años en MasterCard Worldwide ejerciendo puestos de responsabilidad en las áreas de planificación, finanzas, precios y gestión de riesgos.

Marco Sá, ejecutivo principal de la joint venture para las áreas de Tecnología y Operaciones, cuenta con más de 15 años de experiencia en puestos de dirección en instituciones financieras como el Banco Itaú.

El departamento de Marketing y Ventas estará liderado por Pablo Montesano, quien anteriormente desempeñó el rol de Director Global de Servicios Financieros en Telefónica.

Rodolfo Durán será el ejecutivo principal de la joint venture para las áreas de Estrategia y Relaciones Institucionales. Anteriormente fue Director de MasterCard Advisors América Latina.

La operación regional de la empresa en América Latina tendrá su sede en Miami, Florida. Actualmente, la compañía cuenta con más de 50 empleados en la región.

Estamos emocionados por anunciar que Benjamin Jankowski, Director de Medios Globales de MasterCard, será el principal conferencista en nuestra Quinta Conferencia sobre Medios Hispanos Digitales e Impresos el próximo 22 de septiembre en la ciudad de Nueva York.

Los boletos se están acabando, así que regístrate ahora y aprovecha nuestra promoción en línea. 

Jankowski es el responsable de coordinar los planes mundiales de medios y la definición de un consumidor específico (targeting) para MasterCard, incluyendo los medios hispanos, y se encuentra en una posición ideal para explicar cómo la publicidad y el marketing hispano se integran en los planes de MasterCard. Jankowski conoce particularmente a los mercados emergentes del BRIC (Brazil, Russia, India y China). Antes de entrar a MasterCard, fue Director Global de Cuenta de Johnson & Johnson en las oficinas de MD en China. Durante su presentación “Lo que los técnicos en mercadotecnia hispanos pueden (¿deben?) aprender de los países del BRIC”, Jankowski utilizará su experiencia en mercados del BRIC para señalar diferencias y similitudes con el mercado hispano y explicar cómo las compañías pueden aproximarse al mismo de manera eficiente.

Otros puntos importantes de la conferencia son:

Edward Schumacher Matos, Ombudsman de NPR, compartirá lecciones sobre su experiencia como emprendedor y periodista en los mercados de periódicos impresos y digitales hispanos y de Latinoamérica, a través de una plática con Ali Curi, presidente de HPNG.

Brenda Andolina, de Fisher Price, y Ruben Rivera, de State Farm, participarán en el panel “¿Cuál debería de ser tu estrategia de marketing apuntando al mercado hispano?” que será moderado por Georgia Galanoudis, Directora de Grupo de Meredith Parenthood Group.

Dawn Marie Grad, Gerente Senior Multicultural de Mercadotecnia de CVS, estará en el panel “Tomando el control del CMO para entender si los presupuestos de mercadeo hispano deberían incrementarse y cómo” junto con Ellen Liu, de Clorox, y Martha Gorman, de Liberty Tax Service.

Trevor Hansen, CEO de EPMG, platicará sobre “ROI en medios digitales e impresos” con Bart Flaherty, CEO de Group M Business Sciences, y Fernando Arriola, de Conagra.

Esta conferencia emblema de Portada es una reunión anual de los principales ejecutivos en publicidad, mercadotecnia y medios de los Estados Unidos. Se puede asistir al evento de manera independiente o a través de uno de los paquetes especiales en conjunto con el Foro de Mercados Hispanos Emergentes en septiembre 21.

Mastercard’s Jankowski to Keynote our Fifth Annual Hispanic Digital and Print Media Conference

We are excited to announce that Benjamin Jankowski, Global Media Director at Mastercard will be the keynote speaker at our Fifth Annual Hispanic Digital and Print Media Conference in NYC on September 22.

Tickets are going fast, register now and take advantage of the online promotion.

Jankowski is responsible for coordinating MasterCard’s world wide media plans, media mix and consumer targeting, including Hispanic media, and is in an ideal position to explain how Hispanic advertising and marketing is integrated into MasterCard’s global media plans. Jankowski is particularly knowledgeable about the high growing BRIC markets (Brazil, Russia, India and China). Before joining MasterCard he served as the Global Account Director for Johnson & Johnson at MDs’sChina office. During his presentation “What Marketers and Media Targeting Hispanics can (should?) learn from BRIC Countries". Jankowski will draw from his experience in BRIC markets and draw Similarities and Differences between the "Hispanic market" and BRIC countries and explain how companies should efficiently approach the Hispanic market.

Other Conference Highlights include:

NPR Ombudsman Edward Schumacher Matos will share lessons from his experience as entrepreneur and journalist in the Hispanic and Latin American newspaper and digital media markets in a conversation with Ali Curi, president of HPNG.

Fisher Price’s Brenda Andolina and State Farm’s Ruben Rivera will participate in the panel “What should your Hispanic Content Marketing Strategy be?” which will be moderated by Georgia Galanoudis, Group Director, Meredith Parenthood Group, Custom Solutions.

Dawn Marie Gray, Senior Marketing Manager Multicultural, CVS will join the panel “Taking the CMO’s Driver Seat on whether Hispanic marketing budgets should be increased and how” together with Clorox Ellen Liu and Liberty Tax Service’s Martha Gorman.

Trevor Hansen, CEO of EPMG will have a conversation on ROI of digital and print media vehicles with Bart Flaherty, CEO Group M, Business Sciences and Conagra’s Fernando Arriola.

Portada's flagship annual Hispanic conference is an annual gathering of major decision makers in advertising, marketing and media from all over the United States. The event can be attended independently or at a special combo rate together with the Emerging Hispanic Markets Forum on Sept. 21.

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

  • Bohemia


Although Bohemia beer has been around in the U.S. market for decades, it has traditionally kept a very low marketing profile. Not anymore. The Heineken-owned Mexican brand is expected to announce this week that it has partnered with the Frida Kahlo estate to launch a Limited Edition Frida Kahlo-themed Bohemia packaging in the U.S. featuring the iconic, world renowned Mexican painter.

Read our interview with Felix Palau, VP Marketing Bohemia Beer at Heineken.

  • BB&T

BB&T is mobilizing its retail banking efforts to launch a comprehensive outreach to its Hispanic neighbors and clients. BB&T developed customized financial tools and services, established partnerships, offered seminars and community-based resources to help meet the diverse needs of Spanish-speaking audiences. These include bicultural and bilingual financial service associates, Spanish-language educational programs, bilingual customer support lines, community partnerships, and advertising and marketing campaigns that connect with Hispanic consumers and small business owners.
"At BB&T, relationships are built by offering personalized attention; providing tools that help navigate a better financial path," adds Jorge Moller, Multicultural Markets manager.  "This approach enables us to create solid relationships with our Hispanic customers who confide in us to make informed financial decisions. One of our best performing financial centers is in Washington D.C. where 2010 Census reports a 21.8 percent increase in the Hispanic population."  

  • Chrysler

Chrysler Corporation/Group is in the process of recruiting for several positions around the U.S. and is looking for a diverse set of applicants. The number of actual positions could possibly range up to 1000 positions in various classifications engineers, marketing, finance, etc. They are specifically targeting qualified Hispanic candidates in several different areas, a lot of them mid to upper level positions in the various departments. Identity, Chrysler agency, is looking to implement a digital display (and possibly search) campaign that will target Hispanic Adults who are currently seeking employment in the fields mentioned.

 

  • AT&T

AT&T will collaborate with the Mexican group Mana who will participate to the Latin concert tours “Drama y Luz”.

  • MasterCard – Univision Communications Inc.

MasterCard and Univision Communications Inc. announced a partnership with popular Mexican singer-songwriter Paty Cantú to deliver priceless experiences and exclusive access to Univision MasterCard Prepaid Card (Tarjeta Prepagada Univision MasterCard®) cardholders.

  • Red Sox

    The Boston Baseball Team launched a Spanish-language website last Tuesday, complete with video greetings from players David Ortiz and Adrian Gonzalez. Most major league teams, including Kansas City and Seattle, have had separate websites for Spanish-speaking fans for years. Now fans of “Los Medias Rojas” will get their own Web page. Team spokeswoman Susan Goodenow said the team has 300,000 Spanish-speaking fans on Facebook, so this move to court the Spanish-speaking market seemed like a logical next step. The new page will offer translations of feature stories and headlines from the main Red Sox website.

  Blue Cross/Blue Shield of Minnesota

With more than 60 percent of Minnesotans overweight or obese, and many racial or ethnic groups suffering disproportionately from obesity and its related health conditions, Blue Cross and Blue Shield of Minnesota's (Blue Cross) do Campaign now offers its motivational "do" physical activity messages in Spanish. Through television commercials and community programs, Blue Cross' do Campaign has raised awareness about the importance of physical activity and healthy eating since 2004. To download the new Spanish posters visit the do-groove.com website and click on "do at work" and "do posters."

Get access to the Corporate Marketers and Media Buyers cited above and with Portada’s Interactive online directory,  detailed contact information of more than 2,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics.

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