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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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 5 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • U.S. Army

The U.S. Army has begun a review of all of its marketing services,  see the RFP on the U.S. Army site, The U.S. army is an account with annual media expenditures of close to US$ 200 million that’s now shared by units of McCann Worldgroup, principally McCann Erickson (lead creative) and UM (media). The contest will stretch deep into next year, with the goal of having an agency team on board by March 2016. Casanova Pendrill, which is also a part of IPG like UM, does Hispanic Media buying and planning for the U.S. Army. Lately Casanova Pendrill has also been support by New York city based D’Exposito & Partners for some projects.

    • Kohl’s

Kohl’s kicked off its holiday campaign with an emotionally-charged TV spot, highlighting the magic of the holidays with a father-son moment.The ad is the centerpiece of Kohl’s holiday marketing. It marks a new approach for the retailer, which usually diversifies its brand push during the season. “This year we really wanted to break through and have a strong commitment to the spot that we know will touch millions of hearts,” said Nancy Carruth, senior VP of brand creative at Kohl’s. Zenith Media is Kohl’s media agency.

      • Liberty Tax, Inc.

descarga (1)

Virginia Beach-based Liberty Tax, Inc., parent company of Liberty Tax Service, has launched SiempreTax+, a national tax preparation brand focused on the Hispanic community. Siempre, which means “always”, will provide tax preparation plus a wide array of services and solutions to Spanish-speaking customers, including driver’s license assistance, notary and immigration help, in the language they prefer — English or Spanish.

      • Garnier PEOPLE en Español

descarga (6)Time Inc.’s PEOPLE en Español is celebrating the holiday season with the second installment of Chica, the brand’s English-language insert targeting the modern bi-cultural Latina woman. Chica will appear in the December/January issue of PEOPLE en Español, on newsstands November 14. Garnier® is returning as the exclusive sponsor.Chica debuted earlier this year in PEOPLE en Español’s June issue, as a response to the brand’s key insights on the Hispanic market, and specifically on trends related to acculturated Latinas. This latest installment of Chica features a Q&A with Puerto Rican singer-songwriter, model, actress, producer and writer, Roselyn Sánchez– best known for TV hits Devious Maids and Without A Trace-. The insert also includes PEOPLE en Español editors’ top picks for festive fashion and expert beauty tips for the season.

      • KFC

descarga (7)KFC has launched a new effort named “Festive Feast,” aimed at becoming the official food of the unofficial holidays.The broadcasting execution, entitled “The Calm Before the Storm,” includes both broad market and a new Hispanic initiative, the latter created by Louisville-based ad agency Scoppechio (formerly known as Creative Alliance).In the Hispanic TV spot, a young family is preparing their home for a crowd of guests arriving for the holiday season. A mobile camera goes throughout rooms, following the youngest child as the family hurriedly works in anticipation; blowing up air mattresses, rearranging furniture and arranging mismatched chairs into their dining room.As the family relaxes with a sigh of relief, the mother comes out of the kitchen and surprises them with KFC’s Festive Feast. The spot was shot in Miami by Uruguayan director Guillermo Peluffo.
https://www.youtube.com/watch?v=yjewVdb82LU

      • Nestle USA

NestleVTwitter_400x400After a long-lasting review process that began this spring, Nestle USA cut down its more than 15 digital roster shops to eight, including Dentsu’s 360i, Engine’s Deep Focus, Interpublic’s Huge and WPP’s Grey, as well as independent shops Resource/Ammirati, Threshold Interactive, SmithBrothers and Swift, Inc.Dentsu’s 360i, which is new to the roster, was tapped to handle Skinny Cow, Coffee Mate and Lean Cuisine. Zenith Media is Nestle’s media agency. The shop also won some business for Nestle Waters.Engine Group’s Deep Focus arose with Tombstone, Ovaltine and Edy’s and Dreyer’s ice cream brands. The shop also won some Nestle Waters business. Agency Resource/Ammirati, which already handled Digiorno and California Pizza Kitchen frozen pizzas, added Nestle Tollhouse. The shop also works on some Purina brands.Stouffer’s and Outshine won Swift. Threshold Interactive will handle Butterfinger and Hot Pockets.Huge will support Nescafe, Dolce Gusto and Nescafe Classico. And Grey, the only traditional creative shop, will handle digital work for Haagen Dazs.Including all divisions, Nestle ranks as the 41st-largest advertiser  in the U.S. .

      • True Value

KdNlYQPy_reasonably_smallUM, the IPG Mediabrands media agency, has been awarded U.S. media-buying duties for True Value, a national hardware cooperative. The award came after a formal review.Minneapolis-based Solve will continue to handle the client’s media-planning assignment. True Value spent approximately US $7 million on ads in both 2012 and 2013 according to Kantar.Effective immediately, UM will handle local and national buying duties for True Value, which is headquartered in Chicago. The agency will handle the account from its Detroit office.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 5 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 10 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • General Motors

2015-GMC-Canyon-04-720x340The American multinational corporation General Motors is planning to target a number of buyers with its new mid-size pickup trucks Colorado and Canyon, specially the Hispanic Market. Carat is General Motors media buying and planning agency.According to Chevrolet Colorado marketing manager Tony Johnson, the company is also targeting wide-ranging vehicle segments with the new trucks, expecting to steal buyers from crossover SUVs and full-size trucks.The Colorado and Canyon’s main targets will be the similarly-sized but elderly Nissan Frontier and Toyota Tacoma. Both Colorado and Canyon trucks will go on sale in the fall. Two engines will be initially offered: a 200 horsepower 2.5-liter four-cylinder and a 305 horsepower 3.6-liter V6.

  • NESTLÉ® LA LECHERA®

134228NESTLÉ® LA LECHERA® , Sweetened Condensed Milk,  and Chef Pati Jinich, host of the PBS show Pati’s Mexican Table and author of the cookbook by the same name, have announced a partnership to provide new and traditional experiences to inspire Latina Moms through snacks, desserts, breakfasts and treats. Every month between August 2014 and July 2015, the brand will share an exclusive two-minute video of Jinich presenting a new recipe and what her personal inspiration was for developing it for her family. This and the remaining clips and recipes will be shared and promoted across La Lechera’s digital assets (LaLechera.com, Facebook, Twitter and soon-to-launch YouTube), and Jinich’s online platforms (including her blog, Facebook, Twitter, Instagram and Pinterest).As part of her partnership with La Lechera, DC-based Mexican chef Jinich will also make a series of online and offline appearances and incorporate La Lechera as a sponsor of the third season of Pati’s Mexican Table. The program will also be supported by digital and social media. Consumers and media are encouraged to follow along online via #LaLechera.

  • Coors Light

descarga (2)Coors Light is launching a new campaign. The new ads created by WPP agency Cavalry are expected to debut in mid-September. MillerCoors chief marketing officer Andy England gave few hints about the new advertising except that it would get “back to the basics of what we know works with Coors Light.” It is believed it will put more emphasis on the “refreshment” side of the “cold refreshment” equation. Recent ads have been overloaded with cold imagery, featuring so-called “explorers” retrieving Coors Light bottles, cans and pints from icy mountain peaks or underwater frozen caves.Below the “Scuba” commercial video:

https://www.youtube.com/watch?v=FUX0iJwxsM8

  •  Mayweather Promotions

descarga (1)Mayweather Promotions has announced that it will retain the services of Pinta, a cross-cultural marketing firm, to assist efforts to market the company. Pinta, which means “paint” in Spanish,  targets general market consumers in diverse communities, first-generation Hispanics nationwide, and U.S.-born, English-dominant and fully-acculturated Latinos. Pinta has offices in Miami, New York, and Los Angeles and will offer a wide array of services to reach this key audience through public relations, digital, social, research, grassroots, and experiential strategies. Their immediate responsibilities will be to assist with media outreach for two upcoming action packed events that are scheduled to take place in the near future.

  • Anheuser-Busch

descarga (3)Anheuser-Busch, American brewing and manufacturing subsidiary of Belgium-based AnheuserBusch InBev , will now import Montejo. The launch of Montejo marks the first import from Mexico to the United States by Anheuser-Busch.Montejo is brewed at Cerveceria Modelo S. de R.L. de C.V. in Tuxtepec, Oaxaca, Mexico. Anheuser-Busch efforts behind Montejo’s launch in California, New Mexico, Arizona and Texas include an integrated advertising and marketing campaign with Hispanic targeted radio, digital, print, experiential and outdoor advertising. Los Angeles, Houston and San Antonio residents will also catch a glimpse of one of Mexico City’s most iconic images – classic VW Beetle “vocho” taxicabs – delivering Montejo samples to legal-age adults during various local events and festivals.In Los Angeles, Montejo will sponsor the GRAMMY award-winning Los Tigres del Norte  – a norteño-style ensemble band based in California.

  • McDonald’s

mcdonalds-sponsored-hed-2014The fast food chain has been running a number of sponsored creative ads on Instagram promoting its Bacon Clubhouse Burger , which are aimed to target a millennial audience. McDonald’s picked Instagram to grab the attention of smartphone-toting youngsters. However , the ads are generating many negative comments from users who were upset at seeing McDonald’s ads in their news feeds, according to Adweek .McDonald’s has had similar experiences with promos it ran on Twitter. Instagram was looking to expand its advertising and draw more marketers in, but after this , the social net could have second thoughts about it.

  • Lamar

descarga (4)Lamar Advertising Co.’s has purchased Marco Outdoor Advertising, which owns over 150 signs around New Orleans, including six digital displays. The acquisition strengthens Lamar’s presence in the south, especially in the region’s metro areas. Terms of the deal were not disclosed.The Marco signs are concentrated along major roadways around New Orleans. Lamar has been making strategic acquisitions to extend its reach across the southern half of the U.S. Last August the company announced acquisitions across the Southwest and California, among them Empire Outdoor’s roadside billboards in Riverside, San Bernardino, and San Diego counties, as well as in the L.A. metro area and the Inland Empire region, extending to the Nevada and Arizona borders.

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

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

Johnson & Johnson – BBDO Guatemala ::: Nestlé ::: Saffron – Procorp-Latin America ::: Airbnb – Brazil ::: Heinz Brazil-Agency Africa :::

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Xavier Gonzalez at 1-212-685-4441 or e-mail him at xavier@portada-online.comSEE A DEMO OF THE DIRECTORY!

Johnson & Johnson – Central America

jjBBDO Guatemala has added three brands from Johnson & Johnson to its Central America portfolio: Listerine, Stay Free and Carefree. These three will join Splenda, which has been handled by the agency for nearly 10 years. The agency will be in charge of the creative actions for the accounts.

Nestlé – Mexico

Maggi-Jugoso-al-Sart+®n-1Nestlé launches Maggi Jugoso al Sartén, the first solution for pans.These new products come in three different flavors: chicken with herbs, chicken with onion and paprika chicken. They let one prepare a variety of dishes in less than 16 minutes. Nestlé invested 60 million Mexican pesos on ad spend, which includes television, radio, print and digital media.

Saffron – Procorp-Latin America

saffronSaffron Brand Consultants, the Spanish brands consulting firm, has announced an strategic alliance in Latin America with Chilean brand consulting firm Procorp SA . Saffron has already been working with other consulting firms such as Infinity in Peru and Aluzián in Colombia since 2013. This new agreement aims to consolidate the firm in the region.

Airbnb – Brazil

airAirbnb has launched its first global ad campaign, promoting the service in nine markets. The agency of record of the brand is Pereira & O’Dell. In Latin America, the campaign will be run in Brazil on digital media, mobile, social networks, cinema, out of home and in-flight.  It includes a 60-second spot and display ads that link back to microsites where people can peruse bookable Airbnb listings in their native language. The ads will appear on publishers including AFAR, YouTube, Dwell, Lonely Planet, Buzzfeed, the BBC, Facebook and Twitter.

Heinz Brazil

hAgency Africa has been appointed agency of record for Heinz Brazil, after a global pitch. The agency will handle communications for the company in that country, beginning on July 1st.After the pitch, Heinz announced that it would begin to work globally with agencies from the Interpublic (IPG) – in North America – and Omnicom Groups in the rest of the world, and in Brazil the collaboration will be in charge of Africa.Famous for its many products such as Heinz Ketchup and mustard, the company has presence in more than 200 countries worldwide with headquarters in Pittsburgh, Pennsylvania.

                    

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Xavier Gonzalez at 1-212-685-4441 or e-mail him at xavier@portada-online.comSEE A DEMO OF THE DIRECTORY!

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
SEE A DEMO OF THE DIRECTORY!

  • Aflac

Aflac released the new Spanish language commercial “Pep-Talk Soccer” on Sunday, January 19th. The new commercial  takes advantage of 2014 World Cup excitement to deliver an important message to the Hispanic Market. “When an unexpected injury strikes, Aflac can help you stay focused on your goals.”Pep Talk Soccer is the fourth Spanish language commercial that Aflac has produced in the past year. Debuting on Sunday, January 19, it will launch nationally in Spanish language networks in large Hispanic markets including Miami, New York, Los Angeles, Houston, San Francisco and Orlando. It is also scheduled to run up to and through the highly anticipated FIFA World Cup, which begins in June.

  • Sprint

sprint1Sprint, the telecom giant, which spends close to $1 billion on advertising annually is preparing to conduct a review of its agency roster, according to a MediaPost report, quoting the CEO of its parent company SoftBank, which recently acquired Sprint. The review is expected to include media, creative and digital. Team Sprint currently handles the telecom’s advertising and is made up of Publicis Groupe agencies, with DigitasLBi as the lead and Leo Burnett handling creative.Sprint was acquired by Softbank in July. SoftBank CEO Masayoshi Son says Team Sprint’s effects, despite all the ad dollars spent, “have been almost negligible.” Team Sprint was created by Sprint chief marketing officer Bill Malloy in 2011 and he has already announced he is planning to leave this spring.

  • Nielsen

Nielsen has done a campaign that completely focuses on the Hispanic consumer and uses a multimedia approach. Nielsen heavily uses online videos to reach out to Hispanics.The campaign was conducted by Latin3.

  • Superbowl-Advertisers in YouTube and Nestle

SodaStream has a video based around the making of its Super Bowl spot, which features actress Scarlett Johansson. Other brands airing paid teaser spots on YouTube include Axe, Butterfinger, Jaguar, Squarespace, Doritos and Pepsi. The New York Times reported that discussions are currently being held with three additional advertisers for the big game; those teasers may go live next week. Suporbowl ads are very heavily seen on YouTube. Last year Ads for the Super Bowl were watched on YouTube more than 80 million times before the game was played. Commercials uploaded to the video site before the game generated 3.4 times more views on average than commercials released on the day of the game. Nestle’s new Butterfinger Peanut Butter will use the Super Bowl as part of its brand launch. It will also be the first Super Bowl spot for any Nestle USA brand. A teaser video shows a couple in a doctor’s waiting room who are looking to make their lives more exotic, and there are some sexual overtones.

  • Microsoft

Microsoft is undertaking an agency review. The software company spends about US $1.3 billion annually on its U.S. advertising alone. Incumbent agencies include Starcom MediaVest for buying and planning, Razorfish for digital, Wunderman for marketing, and Y&R, Deutsch and Crispin Porter + Bogusky for creative, among others. Microsoft could be looking to pare down some costs, but also to consolidate some of its agency work. The review could also take into account Microsoft’s recent Nokia mobile business purchase.

  • H&R Block

H&R BlockH&R Block is promoting itself for Tax Season through TV ads, Adweek reports. The tax-preparation giant said that—while social media is a fine place to reach the demo—broadcast ads still perform well while targeting young adults. The campaign is kicking off across media channels after debuting a few spots during the NFL playoff games on Sunday. The tagline is based on a study H&R Block said it undertook last year, re-checking 1,200 self-prepared tax filings for consumers to see how many missed out on bigger returns thanks to preparation missteps. More than half of them could request more money from the government, collectively adding up to more than $1 billion, per the brand. In addition to paid media, the “Billion Back” message will adorn windows on H&R Block’s some 11,000 locations nationwide until after tax day (April 15).

Read previous issues of Sales Leads!

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: Time Inc’s All You is publishing a  12-page custom magazine, called Celebraciones, which will focus on the holidays and will be bound into the December issue of AllYou Nestlé USA is the sponsor of the program — integrated across print, digital, mobile and social platforms.
Why it matters: An increasing number of major publishers are reaching out to Hispanic women in English by inserting publications in part of its general market run and adding select retail disribution. Hearst (Cosmopolitan for Latinas and in 2014 Woman’s Day Latinas), Conde Nast (Glam Belleza), and, now Time Inc’s All You reflect this trend.

Time Inc’s All You is publishing a  12-page custom magazine, named Celebraciones, which will focus on the holidays and will be bound into the December issue of AllYou, hitting newsstands on November 15th. Nestlé USA is the sponsor of the program — integrated across print, digital, mobile and social platforms — to support its El Mejor Nido (“The Best Nest”) communications platform: (http://www.elmejornido.com). The company will run coupons for La Lechera®, Stouffer’s®, Juicy Juice® and other brands in the custom magazine.  A companion website www.allyou.com/celebraciones will be live on Friday, November 15th, the day the magazine hits newsstands. The content will be on the site permanently and will be heavily promoted throughout the holidays.

Celebraciones
Celebraciones Cover

Celebraciones will have a targeted circulation of 380,000 — a mix of Hispanic subscribers and newsstand buyers in key Hispanic markets. “We targeted consumers based on self-selected Hispanic consumers and other relevant variables such as geographic area,” an All You spokesperson tells Portada.  “The magazine will be sold in newsstand copies at Walmart stores in Arizona, Nevada and California and sent to select subscribers,” she adds. The fact that All You is sold primarily at Walmart was a strong part of Nestle’s decision to sponsor Celebraciones, according to Vanessa Rivera, manager for multicultural marketing communications at Nestle USA. Another major publisher, Hearst, also announced recently that it  plans to publish four issues of Woman’s Day for Latinas starting in 2014, distributing 445,000 copies to certain Woman’s Day subscribers and at select Walmart newsstands.

The magazine will be sold in newsstand copies at Walmart stores in Arizona, Nevada and California and sent to select subscribers.

Time Inc’s All You’s regular magazine has a monthly circulation 1.5 million and the allyou.com website has 1.7 million monthly unique visitors.

December All You Cover
December All You Cover

We drew upon the diversity of our editorial team to create the content. Latinas are well represented on our staff.  In addition, because All You has always been a pioneer in user-generated content, we reached out to Latina bloggers and our Reality Checker communities to help us ensure that we incorporated all of the critical cultural cues, All You Deputy Editor George Kimmerling , tells Portada. “In addition to tapping into its loyal blogger following, All You consulted Latina women who are part of its 50,000-strong Reality Checkers network, highly engaged readers with whom the brand communicates regularly.”

 

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.

  • Nestle

In celebration of this year’s Day of the Dead, Nestle Abuelita and Nescafe Café de Olla are holding events around their sponsorship of the Hollywood Forever Day of the Dead event in Los Angeles on Nov. 2.”Dia de los Muertos is one of the most cherished holidays celebrated by Latinas in the U.S., as it not only resonates with their heritage but also allows them to personalize almost every detail of the festivity, from the decorations on their altar to their personal recipe for pan de muertos,” said Carlos Velasco, president of the international brands division of Nestle USA. “We are proud to have Nestle Abuelita and Nescafe Café de Olla be part of our consumers’ Day of the Dead celebrations.”
This fall, the beverage brands will connect with consumers through a variety of activities.As a sponsor of the 14th annual Dia de los Muertos event at the historic Hollywood Forever Cemetery in Los Angeles on Nov. 2, the brands will attempt to establish the Guinness World Record for the largest Day of the Dead altar in the United States. Designed by local artists Ricardo Soltero and Adan Terriquez, the altar will portray Catrinas enjoying cups of Nestle Abuelita and Nescafe Café de Olla in the afterlife. On the same day, consumers will also be encouraged to participate in a costume contest sponsored by the brands for a chance to win $500 in cash and other prizes, and sample hot chocolate and coffee served with pan de muertos. The Nestle Abuelita Facebook page will feature holiday content such as recipes, tips for creating altars and decorating picture frames at home, and details about local sampling events. Consumers in Southern California and Texas will also be treated to product samples at more than 80 key Hispanic retail locations, as well as receive instant rebate coupons, face painting activations and more.

  • Kernel Season’s

Hustle promotions, an experiential marketing agency, is partnering with Midway Marketing to execute a national sampling campaign for Kernel Season’s September through November of 2013. Popcorn concession staff located in the heart of the Midway activities will distribute Kernel Season’s popcorn seasoning samples directly to consumers who purchase popcorn at 13 fairs and festivals including The Big E in Springfield, Mass. and the Greater Gulf State Fair in Mobile, Ala. In addition to providing a tasty treat to fairgoers, each sample will feature a drive-to-retail component to increase purchase intent
and impact sales. In total, more than 174,000 samples will be distributed to consumers at point of use during the three-month campaign.

  • Haggar Clothing Line

Ivonne Kinser has joined Haggar Clothing Co. in the role of Digital Marketing & PR Director. A native of Venezuela, Ivonne brings to Haggar more than fifteen years of experience in comprehensive brand, social and digital marketing working with Fortune 500 companies including American Airlines, Home Depot and Unilever as well as with technology and e-commerce startups in the retail, fashion and investment industries.

  • Other Activity

Remy Martin announced that it is ramping up its marketing plan and seeking a creative agency, Adweek reports. Beauty and cosmetic products marketer Estee Lauder is planning an agency review for 2014. Daimler’s Car2Go is launching a national campaign, Adage reports.

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.

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.

  • Amtrak
Amtrak
Amtrak

Uniworld Group is the new Hispanic and
Multicultural  AOR for Amtrak.

 

 

  • Nestle
    Nestle
    Nestle Chocolate

    Nestle USA has launched an agency review for media and digital planning and buying.   Nestle USA — whose brands include DiGiorno, Stouffer’s and Lean Cuisine — is the largest of five Nestle divisions in the U.S., which together spent $793 million on measured media in 2011, according to Ad Age DataCenter‘s analysis of Kantar Media data. The review includes planning and buying for media and digital, for Nestle Waters North America, Nestle Nutrition, Nestle Purina PetCare and Nestle Professional in addition to Nestle USA. The incumbent agency, also for the Hispanic business, is ZenithOptimedia. Zenith Optimedia will participate in the review.

  • Media Smith
    Mediasmith, a independent digital media agency, announced today the promotion of Griselda Fernandez to the role of Vice President, Media Director to expand her leadership of the media department, client relations and company culture.
  • Honda

    Honda
    Honda

    Honda Motor Co. is putting its US $700 million creative and media accounts in the U.S. up for review, according to a report by Ad Age. The review is expected to be completed in the first quarter of 2013 and Ad Age reports that it does not include multicultural assignments that are handled by Muse Communications and Orci.The massive ad account is for both the Honda and Acura brands.

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

  • 7-Eleven
     7-Eleven Inc. stores in Southern California are attempting to cater to the Latino population and those who love snacking with a new foodservice offering, Convenience Store News reports. More than 500 of the convenience store chain's franchises will begin selling Mini Tacos this month, the Los Angeles Times reported. The new menu item consists of petite corn tortillas loaded with a shredded beef filling, green chilies, jalapeño peppers, cilantro, spices and other flavors, heated in rapid-cook ovens at the stores. The Mini Tacos will sell four for $1. "We've been in the fresh and hot food business for several years, and we've learned that there is a trend toward snacking up to six to eight times a day," Margaret Chabris, director of corporate communications for 7-Eleven, told the newspaper. "The Hispanic population is booming and Hispanic food crosses all ethnic lines." Industry Observers have suggested 7-Eleven's move could be a way to follow the success of another successful taco launch this year: Taco Bell's Doritos Locos Tacos. More than 100 million Doritos Locos Tacos sold in just 10 weeks, the most successful new product launch in Taco Bell's history. On a separate note, 7 – Eleven intends to aggressively expand in the New York City market with the introduction of more than 100 stores in 2013.
  • Famsa USA
    Mexican retailer Famsa U.S. subsidiary (Famsa USA) is closing 24 stores in California, sources tell Portada. The move is due to the decreased immigration coming from Mexico due to slower economic growth in the U.S. Famsa provides credit to purchase furniture and appliances to Mexican citizens who have recently arrived to the U.S. 
  • Nestlé USA has tapped New York-based public relations firm Formulatin to handle Hispanic-focused efforts for its Nestlé Abuelita and Nescafé Café de Olla brands. It marks the first time Nestlé has hired a dedicated Latino agency for those brands. Formulatin will work closely with Nestlé's emerging markets division to boost brand awareness of both products among U.S. Hispanics. Abuelita and Nescafé were two of the products highlighted in Nestlé "Construye el Mejor Nido" multi-platform marketing campaign that launched in 2011.
  • Beast – Beast Latin
    Beast, an editorial houses and a subsidiary of Deluxe Entertainment Services Group Inc., announced the addition of Beast Latin, an expansion of Beast’s current services to the US Hispanic and Latin American markets.
  • Heineken USA
    Heineken USA is setting the stage for summer celebrations with the release of its 'Beers of Mexico' variety pack. The 'Beers of Mexico' 12- and 24-packs, available this summer, contain equal quantities of Dos Equis Lager, Dos Equis Ambar, Tecate and Sol. (see last week’s story on the new Heineken Indio Brand).

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS!

For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics. of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).
If you are a Subscriber to the Directory
login and access the Directory.

Breaking Ads Colombia

Today in Breaking Ads, Portada and Media Economics Group continue with “Breaking Ads Colombia”.

The new selection digital campaigns tracked through ColombiaWebMonitor™ by Media Economics Group was active during June, 2012.

Selected campaigns: Peak Energy, Cerveza Aguila, Nestle and Bancoomeva.

Peak Energy

Advertiser (Parent Company): Postobon S.A.

Campaign:   “Peak Energy “Audi A1 Energy” Contest”

First date captured: 06/29/2012

Language: Spanish

Description: Win one of four Audi A1 with special Peak configuration.  Contest entry codes under bottle caps of Peak regular and light drinks.  Submit entry codes on Peak.com.co or Peak Facebook page.

Site (s):  CanalRCN.com (Colombia)

 

 

 

Cerveza Aguila

Advertiser (Parent Company): Bavaria, S.A.

Campaign:  Cerveza Aguila “Ponte en Modo Vacaciones”

First date captured: 06/22/2012

Language: Spanish

Description:  Upload picture on CervezaAguila.com website (or Facebook page) showing you are in “Modo Vacaciones”.  Pictures may be used in future ads for “Ponte en modo vacaciones” campaign.

Site (s):  CanalRCN.com (Colombia), RevistaDonJuan.com, Soho.com.co, Vive.in

 

 

 

 

Nestle

Advertiser (Parent Company): Nestle S.A.

Campaign:  Nestle “La Lechera – Liberad la Princesa” Promocion

First date captured: 06/22/2012

Language: Spanish

Description:   Nestle “La Lechera” Colombia Facebook app/promotion.  Click “Like” daily La Lechera Facebook page to “free” the recipes and for chances to win one of 30 Nestle recipe boxes.

Site (s): Colombia.com, ElDiario.com.co, Terra.com.co

 

 

 

Bancoomeva

Advertiser (Parent Company): Grupo Coomeva

Campaign:  Bancoomeva “Viviendo Bancoomeva” Concurso

First date captured: 06/16/2012

Language: Spanish

Description:  Contest “Viviendo Bancoomeva” – upload a picture from childhood that reminds you of memories with yoru mother or father and describe a gift that you would give them with any Bancoomeva financial product.  Top two entrants will receive cash prizes.

Site (s): CanalRCN.com (Colombia), Caracol.com.co, ElDiario.com.co, ElUniversal.com.co, Wradio.com.co

 

 

 

Source:Media Economics Group, ColombiaWebMonitor™
© 2012 Media Economics Group

For more information call 1 (704) 841-2030

 

 

 

Breaking Ads Colombia

Hoy en Breaking Ads, Portada y Media Economics Group continúan con la presentación de las campañas digitales para “Breaking Ads Colombia”.

La selección a través de ColombiaWebMonitor™ de Media Economics Group fue durante el mes de junio de 2012.

Campañas seleccionadas: Peak Energy, Cerveza Aguila, Nestle y Bancoomeva.

Peak Energy

Anunciante: Postobon S.A.

Campaña:   “Peak Energy “Audi A1 Energy” Contest”

Fecha de capturación: 29/06/2012

Idioma: Español

Descripción: Gane uno de los Audi A1 con la configuración especial de Peak. Se participa en el concurso ingresando los códigos presentes en las botellas de las bebibas de Peak tanto en la página oficial de Facebook o en Peak.com.co.

Sitio (s):  CanalRCN.com (Colombia)

 

 

 

Cerveza Aguila

Anunciante: Bavaria, S.A.

Campaña:  Cerveza Aguila “Ponte en Modo Vacaciones”

Fecha de capturación: 22/06/2012

Idioma: Español

Descripción:  Suba fotos en la página de Cerveza Aguila CervezaAguila.com o en la página de Facebook, mostrando que usted está en un “Modo Vacaciones”.  Las fotografías podrían ser utilizadas en los futuros avisos de la campaña “Ponte en modo vacaciones”.

Sitio (s):  CanalRCN.com (Colombia), RevistaDonJuan.com, Soho.com.co, Vive.in

 

 

 

 

Nestle

Anunciante: Nestle S.A.

Campaña:  Nestle “La Lechera – Liberad la Princesa” Promocion

Fecha de capturación: 22/06/2012

Idioma: Español

Descripción:   Promoción de la aplicación para Facebook Nestle “La Lechera” Colombia. Ponga “me gusta” en la página de Facebook de La Lechera para que se muestren gratis las recetas y para participar de un concurso por 30 paquetes de recetas de Nestle. 

Sitio (s): Colombia.com, ElDiario.com.co, Terra.com.co

 

 

 

Bancoomeva

Anunciante: Grupo Coomeva

Campaña:  Bancoomeva “Viviendo Bancoomeva” Concurso

Fecha de capturación: 16/06/2012

Idioma: Español

Descripción: Concurso “Viviendo Bancoomeva” – suba una foto de su niñez que le recuerde algún momento con su madre o padre y describa un regalo que les haría a través de alguno de los servicios financieros de Bancoomeva. Las dos mejores historias recibirán un premio en efectivo.

Sitio (s): CanalRCN.com (Colombia), Caracol.com.co, ElDiario.com.co, ElUniversal.com.co, Wradio.com.co

 

 

 

Fuente:Media Economics Group, ColombiaWebMonitor™
© 2012 Media Economics Group

Para mayor información: 1 (704) 841-2030

 

 

 

Breaking Ads Colombia

Today in Breaking Ads, Portada and Media Economics Group continue with "Breaking Ads Colombia".

The new selection digital campaigns tracked through ColombiaWebMonitor™ by Media Economics Group was active during June, 2012.

Selected campaigns: Peak Energy, Cerveza Aguila, Nestle and Bancoomeva.

 Peak Energy

Advertiser (Parent Company): Postobon S.A.

Campaign:   "Peak Energy "Audi A1 Energy" Contest"

First date captured: 06/29/2012

Language: Spanish

Description: Win one of four Audi A1 with special Peak configuration.  Contest entry codes under bottle caps of Peak regular and light drinks.  Submit entry codes on Peak.com.co or Peak Facebook page.

 Site (s):  CanalRCN.com (Colombia)

 

 

   Cerveza Aguila

Advertiser (Parent Company): Bavaria, S.A.

Campaign:  Cerveza Aguila "Ponte en Modo Vacaciones"

First date captured: 06/22/2012

Language: Spanish

Description:  Upload picture on CervezaAguila.com website (or Facebook page) showing you are in "Modo Vacaciones".  Pictures may be used in future ads for "Ponte en modo vacaciones" campaign.

Site (s):  CanalRCN.com (Colombia), RevistaDonJuan.com, Soho.com.co, Vive.in

 

Nestle

Advertiser (Parent Company): Nestle S.A.

Campaign:  Nestle "La Lechera – Liberad la Princesa" Promocion

First date captured: 06/22/2012

Language: Spanish

Description:   Nestle "La Lechera" Colombia Facebook app/promotion.  Click "Like" daily La Lechera Facebook page to "free" the recipes and for chances to win one of 30 Nestle recipe boxes.

Site (s): Colombia.com, ElDiario.com.co, Terra.com.co

 

 

Bancoomeva

 Advertiser (Parent Company): Grupo Coomeva

Campaign:  Bancoomeva "Viviendo Bancoomeva" Concurso

First date captured: 06/16/2012

Language: Spanish

Description:  Contest "Viviendo Bancoomeva" – upload a picture from childhood that reminds you of memories with yoru mother or father and describe a gift that you would give them with any Bancoomeva financial product.  Top two entrants will receive cash prizes.

Site (s): CanalRCN.com (Colombia), Caracol.com.co, ElDiario.com.co, ElUniversal.com.co, Wradio.com.co

 

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

 

 

 

Breaking Ads Colombia (New!)

Today in Breaking Ads, Portada and Media Economics Group introduce the digital campaigns from a new country: Colombia.

The new selection of "breaking ads" tracked through ColombiaWebMonitor™ by Media Economics Group was active between April 16 and 23, 2012.

Selected campaigns: Lipton, Kellogg's, Chevrolet and Nestlé.

 Lipton

Advertiser (Parent Company): Unilever PLC/Unilever NV

Campaign:   "Feel Green Centro de Experiencias"

First date captured: 04/21/2012

Language: Spanish

Description: Facebook app for Lipton "Feel Green Colombia".  App allows you to create a virtual Zen Garden (Jardin Zen) or select a relaxing environment (Ambiente), customize, and share with your friends on Facebook

 Site (s):  CanalRCN.com (Colombia)

 

 

   Kellogg's

Advertiser (Parent Company): Kellogg Company

Campaign:  "Choco Krispis – Comando Melvin Juego"

First date captured: 04/20/2012

Language: Spanish

Description:  New promotion/game for Kellogg's "Choco Krispis" cereal.  Play "Comando Melvin" "shoot-em-up" style online game at chocokrispis.com.co

Site (s):  ElDiario.com.co, Terra.com.co

 

Chevrolet

Advertiser (Parent Company): General Motors Corporation

Campaign:   "45 Sparks en 45 Dias"

First date captured: 04/16/2012

Language: Spanish

Description:    Chevrolet Colombia Spark GT giveaway.  Download code from Facebook app, bring in to Chevrolet Dealer for a quote, and scan QR code to enter contest.  One Spark GT per day for 45 days.  Contest runs from April 13th to May 27, 2012.

Site (s): CanalRCN.com (Colombia), LaMega.com.co

 

 

 Nestlé

    

Advertiser (Parent Company): Nestle S.A.

Campaign:  "Fitness Colombia"

First date captured: 04/21/2012

Language: Spanish

Description:  Display ad campaign promoting Facebook community in Colombia for Nestle's "Fitness" brand.  Ads resolve to: facebook.com/NestleFitnessCo.

Site (s): Colombia.com, Terra.com.co

 

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

 

 

 

Breaking Ads Colombia (New!)

Today in Breaking Ads, Portada and Media Economics Group introduce the digital campaigns from a new country: Colombia.

The new selection of “breaking ads” tracked through ColombiaWebMonitor™ by Media Economics Group was active between April 16 and 23, 2012.

Selected campaigns: Lipton, Kellogg’s, Chevrolet and Nestlé.

 

 

Lipton

Advertiser (Parent Company): Unilever PLC/Unilever NV

Campaign:   “Feel Green Centro de Experiencias”

First date captured: 04/21/2012

Language: Spanish

Description: Facebook app for Lipton “Feel Green Colombia”.  App allows you to create a virtual Zen Garden (Jardin Zen) or select a relaxing environment (Ambiente), customize, and share with your friends on Facebook

Site (s):  CanalRCN.com (Colombia)

 

 

 

Kellogg’s

Advertiser (Parent Company): Kellogg Company

Campaign:  “Choco Krispis – Comando Melvin Juego”

First date captured: 04/20/2012

Language: Spanish

Description:  New promotion/game for Kellogg’s “Choco Krispis” cereal.  Play “Comando Melvin” “shoot-em-up” style online game at chocokrispis.com.co

Site (s):  ElDiario.com.co, Terra.com.co

 

 

 

 

Chevrolet

Advertiser (Parent Company): General Motors Corporation

Campaign:   “45 Sparks en 45 Dias”

First date captured: 04/16/2012

Language: Spanish

Description:    Chevrolet Colombia Spark GT giveaway.  Download code from Facebook app, bring in to Chevrolet Dealer for a quote, and scan QR code to enter contest.  One Spark GT per day for 45 days.  Contest runs from April 13th to May 27, 2012.

Site (s): CanalRCN.com (Colombia), LaMega.com.co

 

 

 

Nestlé

Advertiser (Parent Company): Nestle S.A.

Campaign:  “Fitness Colombia”

First date captured: 04/21/2012

Language: Spanish

Description:  Display ad campaign promoting Facebook community in Colombia for Nestle’s “Fitness” brand.  Ads resolve to: facebook.com/NestleFitnessCo.

Site (s): Colombia.com, Terra.com.co

 

 

 

Source:Media Economics Group, ColombiaWebMonitor™
© 2012 Media Economics Group

For more information call 1 (704) 841-2030

 

 

 

Breaking Ads Colombia (New!)

Today in Breaking Ads, Portada and Media Economics Group introduce the digital campaigns from a new country: Colombia.

The new selection of “breaking ads” tracked through ColombiaWebMonitor™ by Media Economics Group was active between April 16 and 23, 2012.

Selected campaigns: Lipton, Kellogg’s, Chevrolet and Nestlé.

 

 

Lipton

Advertiser (Parent Company): Unilever PLC/Unilever NV

Campaign:   “Feel Green Centro de Experiencias”

First date captured: 04/21/2012

Language: Spanish

Description: Facebook app for Lipton “Feel Green Colombia”.  App allows you to create a virtual Zen Garden (Jardin Zen) or select a relaxing environment (Ambiente), customize, and share with your friends on Facebook

Site (s):  CanalRCN.com (Colombia)

 

 

 

Kellogg’s

Advertiser (Parent Company): Kellogg Company

Campaign:  “Choco Krispis – Comando Melvin Juego”

First date captured: 04/20/2012

Language: Spanish

Description:  New promotion/game for Kellogg’s “Choco Krispis” cereal.  Play “Comando Melvin” “shoot-em-up” style online game at chocokrispis.com.co

Site (s):  ElDiario.com.co, Terra.com.co

 

 

 

 

Chevrolet

Advertiser (Parent Company): General Motors Corporation

Campaign:   “45 Sparks en 45 Dias”

First date captured: 04/16/2012

Language: Spanish

Description:    Chevrolet Colombia Spark GT giveaway.  Download code from Facebook app, bring in to Chevrolet Dealer for a quote, and scan QR code to enter contest.  One Spark GT per day for 45 days.  Contest runs from April 13th to May 27, 2012.

Site (s): CanalRCN.com (Colombia), LaMega.com.co

 

 

 

Nestlé

Advertiser (Parent Company): Nestle S.A.

Campaign:  “Fitness Colombia”

First date captured: 04/21/2012

Language: Spanish

Description:  Display ad campaign promoting Facebook community in Colombia for Nestle’s “Fitness” brand.  Ads resolve to: facebook.com/NestleFitnessCo.

Site (s): Colombia.com, Terra.com.co

 

 

 

Source:Media Economics Group, ColombiaWebMonitor™
© 2012 Media Economics Group

For more information call 1 (704) 841-2030

 

 

 

Breaking Ads Colombia (Nuevo!)

Hoy en nuestra sección Breaking Ads, Portada y Media Economics Group presentan las campañas digitales publicadas en un nuevo país: Colombia.

Los avisos a continuación aparecieron en medios digitales colombianos entre el 16 y el 23 de abril de 2012.

Las campañas escogidas a través de ColombiaWebMonitor™ fueron:  Lipton, Kellogg’s, Chevrolet y Nestlé.

 

 Lipton

 

Anunciante: Unilever PLC/Unilever NV

Campaña:  “Feel Green Centro de Experiencias”

Fecha de publicación: 21/04/2012

Idioma: Español

Descripción: Campaña en Facebook para una nueva aplicación para celulares “Feel Green Colombia”. Esta aplicaciòn permite a los usuarios crear un jardín Zen virtual o elegir un ambiente relajante, personalizarlo y compartirlo con amigos.

Sitio (s):  CanalRCN.com (Colombia)

 

 

Kellogg’s

Anunciante: Kellogg Company

Campaña: “Choco Krispis – Comando Melvin Juego”

Fecha de publicación: 20/04/2012

Idioma (s): Español

Descripción:  Nueva promoción – juego del cereal de Kelloggs Choco Krispis. Se puede jugar a “Comando Melvin” en línea a través de chocokrispis.com.co

Sitio (s):  ElDiario.com.co, Terra.com.co

 

 

 

Chevrolet

Anunciante: General Motors Corporation

Campaña:  “45 Sparks en 45 Dias”

Fecha de publicación: 16/04/2012

Idioma (s): Español

Descripción:   Regalo de Chevrolet Colombia Spark GT. Para participar en el concurso se debe descargar un código con la aplicación de Facebook, llevarlo hasta una concesionaria Chevrolet para una cotización y escanear el código QR. Una Spark GT por día, por 45 dìas. El concurso está vigente entre el 13 y 27 de abril.

Sitio (s):  CanalRCN.com (Colombia), LaMega.com.co

 

 

 

Nestlé

Anunciante: Nestle S.A.

Campaña: “Fitness Colombia”

Fecha de publicación: 21/04/2012

Idioma (s): Español

Descripción:  Campaña display en Facebook para promocionar la comunidad en las redes sociales de la marca “Fitness”.

Sitio (s): Colombia.com, Terra.com.co

 

 

Source:Media Economics Group, ColombiaWebMonitor™
© 2012 Media Economics Group

For more information call 1 (704) 841-2030

 

 

 

Nestlé announced its first-quarter sales report with 7.2% of organic growth.

Three geographies contributed positively to the first quarter's growth: the Americas achieved organic growth of 6.8%, Europe delivered 3.4% and Asia, Oceania and Africa 12.2%. Our business grew 13.0% in emerging markets and 3.1% in developed markets. This performance reflects the contrasting market conditions in the developed and emerging worlds: the trading environment in many developed markets with low consumer confidence is sluggish whilst conditions in most emerging markets remain dynamic and rich in growth opportunities.

The Americas:

Sales of CHF 6.5 billion, 6.2% organic growth, -0.4% real internal growth

o    The North American market continued to be impacted by weak consumer sentiment with declining growth in a number of categories where pricing was higher, including frozen food. From a growth perspective soluble coffee was our strongest category, and we gained share also in pizza and chocolate. Nescafé performed well, and Coffee-Mate Natural Bliss, launched in April 2011, continued to build good momentum in the liquid coffee whitener segment. Petcare also grew and gained market share with strong performances in Friskies, Purina ONE Beyond and Beneful Baked Delights.

o    Latin America achieved double-digit growth, with good performances in both Brazil and Mexico.  The chocolate, coffee, biscuit and ice cream categories all performed strongly in the region.  Petcare also grew by double-digits with Purina Pro Plan doing well.

Paul Bulcke, Nestlé CEO said "As anticipated, 2012 is already confirming itself to be a challenging year. In many developed markets where consumer confidence is low, the trading environment is subdued whilst in most emerging markets, conditions remain dynamic and rich in growth opportunities. Our past and present investments, and continuing innovation, have enabled us to deliver good growth in the first quarter. This, together with the pricing effect for the rest of the year and a likely improved raw material environment in the second half, allows us to confirm our full-year outlook of delivering 5-6% organic growth together with an improvement in the year-end margin and underlying earnings per share in constant currencies."

Nestlé announced its first-quarter sales report with 7.2% of organic growth.

Three geographies contributed positively to the first quarter's growth: the Americas achieved organic growth of 6.8%, Europe delivered 3.4% and Asia, Oceania and Africa 12.2%. Our business grew 13.0% in emerging markets and 3.1% in developed markets. This performance reflects the contrasting market conditions in the developed and emerging worlds: the trading environment in many developed markets with low consumer confidence is sluggish whilst conditions in most emerging markets remain dynamic and rich in growth opportunities.

The Americas:

Sales of CHF 6.5 billion, 6.2% organic growth, -0.4% real internal growth

o    The North American market continued to be impacted by weak consumer sentiment with declining growth in a number of categories where pricing was higher, including frozen food. From a growth perspective soluble coffee was our strongest category, and we gained share also in pizza and chocolate. Nescafé performed well, and Coffee-Mate Natural Bliss, launched in April 2011, continued to build good momentum in the liquid coffee whitener segment. Petcare also grew and gained market share with strong performances in Friskies, Purina ONE Beyond and Beneful Baked Delights.

o    Latin America achieved double-digit growth, with good performances in both Brazil and Mexico.  The chocolate, coffee, biscuit and ice cream categories all performed strongly in the region.  Petcare also grew by double-digits with Purina Pro Plan doing well.

Paul Bulcke, Nestlé CEO said "As anticipated, 2012 is already confirming itself to be a challenging year. In many developed markets where consumer confidence is low, the trading environment is subdued whilst in most emerging markets, conditions remain dynamic and rich in growth opportunities. Our past and present investments, and continuing innovation, have enabled us to deliver good growth in the first quarter. This, together with the pricing effect for the rest of the year and a likely improved raw material environment in the second half, allows us to confirm our full-year outlook of delivering 5-6% organic growth together with an improvement in the year-end margin and underlying earnings per share in constant currencies."

Nestlé announced its first-quarter sales report with 7.2% of organic growth.

Three geographies contributed positively to the first quarter's growth: the Americas achieved organic growth of 6.8%, Europe delivered 3.4% and Asia, Oceania and Africa 12.2%. Our business grew 13.0% in emerging markets and 3.1% in developed markets. This performance reflects the contrasting market conditions in the developed and emerging worlds: the trading environment in many developed markets with low consumer confidence is sluggish whilst conditions in most emerging markets remain dynamic and rich in growth opportunities.

The Americas:

Sales of CHF 6.5 billion, 6.2% organic growth, -0.4% real internal growth

o    The North American market continued to be impacted by weak consumer sentiment with declining growth in a number of categories where pricing was higher, including frozen food. From a growth perspective soluble coffee was our strongest category, and we gained share also in pizza and chocolate. Nescafé performed well, and Coffee-Mate Natural Bliss, launched in April 2011, continued to build good momentum in the liquid coffee whitener segment. Petcare also grew and gained market share with strong performances in Friskies, Purina ONE Beyond and Beneful Baked Delights.

o    Latin America achieved double-digit growth, with good performances in both Brazil and Mexico.  The chocolate, coffee, biscuit and ice cream categories all performed strongly in the region.  Petcare also grew by double-digits with Purina Pro Plan doing well.

Paul Bulcke, Nestlé CEO said "As anticipated, 2012 is already confirming itself to be a challenging year. In many developed markets where consumer confidence is low, the trading environment is subdued whilst in most emerging markets, conditions remain dynamic and rich in growth opportunities. Our past and present investments, and continuing innovation, have enabled us to deliver good growth in the first quarter. This, together with the pricing effect for the rest of the year and a likely improved raw material environment in the second half, allows us to confirm our full-year outlook of delivering 5-6% organic growth together with an improvement in the year-end margin and underlying earnings per share in constant currencies."

En nuestra reciente entrevista a Henry Mason, Director de Investigación de Trend Watching, hablamos de lo importante que será la salud personal para los consumidores en el 2012 y posteriores años. Un ejemplo muy exitoso de esta tendencia en Latinoamérica es el esfuerzo corporativo de Nestlé® en México, Cuidarse Es Disfrutar.

Para hablar sobre esta campaña, en Portada entrevistamos a Paola Escalante, Mauricio Luna y Alejandro Olascoaga, encargados de la cuenta de Nestlé en la agencia mexicana, Flock Advertising.

Un sitio de recetas, para cuidarse y disfrutar

Visitas mensuales : 216,650

Visitantes únicos : 181,689

Páginas vistas : 1,124,142

Fans en Facebook : 83’270

Conversaciones en Facebook : 24’476

Followers en Twitter : 30’667

Con más de 4’000 recetas y visitas mensuales superiores a las 200 mil, el sitio CuidarseEsDisfrutar.com.mx se perfila hoy como líder en el ramo de las recetas saludables en México y Latinoamérica. Según Paola Escalante, “Cuidarse Es Disfrutar es hoy el sitio en México con más recetas. (…) Es un ejemplo de cómo Flock como agencia, con toda la investigación que hacemos antes de la creación de contenidos, logra este enganche con los usuarios”.

Cada receta cuenta con tiempo de preparación, tabla nutrimental, costo, instrucciones de preparación y consejos extras. El sitio le permite a los usuarios abrir una cuenta a través de la cual pueden seleccionar recetas como favoritas y compartir contenido entre miembros registrados. Además, cuentan con su propia programación en video, publicada a través de YouTube, donde ya tienen más de 2.5 millones de reproducciones y 2500 suscriptores.

Mariachi Es Disfrutar, contenido diseñado para cada usuario

Nombre : #MARIACHIESDISFRUTAR (Cuidarse es Disfrutar)

Duración : 14 de feb, 12 horas.

Serenatas : 300 peticiones

Videos : 56 personalizados, 11 genéricos

Vistas : 7,289

Likes : 1,754

El pasado 14 de febrero, Cuidarse Es Disfrutar lanzó una campaña para que los usuarios de redes sociales se pudieran enviar serenatas. Alejandro Olascoaga nos comentó al respecto: “Cruzamos contenido relevante con el 14 de febrero, utilizando un insight del target, que fue que les gusta escuchar serenatas.(…) Grabamos en tiempo real con los mariachis canciones de dominio popular que incluyeran datos de los perfiles de nuestros fans. Logramos ofrecerles contenidos que van totalmente perfilados hacia ellos, en un 14 de febrero donde todo mundo espera un regalo”.

[youtube http://www.youtube.com/watch?v=6Falp7YoSw4]

El grupo de mariachis estuvo contratado por 12 horas dentro de un estudio de video. Los usuarios a través de Facebook y Twitter podían pedir serenatas personalizadas. Las canciones fueron adaptadas a cada caso con los gustos mostrados dentro de los perfiles de redes sociales de cada uno de los solicitantes. 

Olascoaga nos platicó sobre el éxito de la campaña: “En un día donde el tráfico de Internet decrece, logramos mantener la atención de nuestros miles de usuarios que estuvieron conversando todo el día con la marca”.

Para aumentar el impacto de la campaña, el mariachi también grabó serenatas personalizadas para celebridades como Adela Micha y Martha Debayle, quienes agradecieron públicamente el esfuerzo.

Continuará crecimiento de la inversión en redes sociales y digital

Para concluir la entrevista, le preguntamos al equipo de Flock sobre su perspectiva de la migración de presupuestos del marketing tradicional al online, sobre lo cual comentaron que: “Los medios digitales son uno de los pilares a los que las marcas cada vez están volteando a ver más, por su inmediatez y la retroalimentación en tiempo real. Creemos que no solo Nestlé, sino las marcas en general, estarán cada vez invirtiendo más en estrategias de redes sociales, sitios web, aplicaciones, y todo lo que tenga que ver con los medios conversacionales donde finalmente el usuario es quien tiene el poder.”

Paola Escalante es Account Grouper en Flock. Egresó del Tecnológico de Monterrey en 2009. Ha sido Account Manager en Clarus Digital para la marca Coca-Cola, Digital PR & Marketing Assistant en Televisa Interactive Media, PR Corporativo en Nextel y Comunicación Interna en Walmart de México

Mauricio Luna es el VP de Servicio al Cliente en Flock. Ha sido Project Manager en Clarus Digital para la marca Coca-Cola, Marketing Manager de Templeo.com en Televisa Interactive Media y Coordinador de Mercadotecnia en Televisa.

Alejandro Olascoaga es Account Manager en Flock. Egresó del Tecnológico de Monterrey. Ha sido Community Manager en MySpace y Account Planner en Substance con las marcas L'oreal, UVM, Unilever, Seguros Bancomer, RCI y Universal Music México.

In our recent interview with Henry Mason, Research Director at Trend Watching, we highlighted how important the topic of personal health will be for consumers in 2012 and in coming years.  A very successful example of this trend in Latin America is Nestlé® Mexico’s “Cuidarse Es Disfrutar” (Take care of yourself and have fun) corporate campaign.

Portada talked about the campaign with Paola Escalante, Mauricio Luna and Alejandro Olascoaga, who handle the Nestlé account at Flock Advertising, Mexico.

A recipe site aimed at taking care of yourself and having fun at it

Monthly visits: 216,650

Unique visitors: 181,689

Page views: 1,124,142

Facebook fans: 83,270

Comments on Facebook: 24,476

Followers on Twitter: 30,667

With over 4,000 recipes and 200,000+ monthly visits, CuidarseEsDisfrutar.com.mx site has become the leading healthy recipes site in Mexico and Latin America.  According to Paola Escalante, “Cuidarse Es Disfrutar is now the site with the most recipes in Mexico. (…) It is an example of how Flock, with all the research we conduct before creating content, accomplishes this level of engagement with users.”

Each recipe includes preparation time, a nutritional table, info on costs, preparation instructions and extra tips. The site allows users to open an account, which they can use to select their favorite recipes and share content with other registered users. The site also has its own video programs, posted on YouTube, which have already garnered over 2.5 million views and 2,500 subscribers.

“Mariachi Es Disfrutar” used content designed for each user

Name: #MARIACHIESDISFRUTAR (Cuidarse Es Disfrutar)

Duration: 12 hours, on February 14

Serenades: 300 requests

Videos: 56 custom, 11 generic

Views: 7,289

Likes: 1,754

This past February 14, Cuidarse Es Disfrutar launched a campaign on social networks in which users could send serenades. “We cross-matched content relevant to February 14 with one of our target insights, which was that our users like hearing serenades,” said Olascoaga.  “We recorded popular songs with the mariachis in real time, using songs that included data from fan profiles.  We were able to offer content that was fully targeted, on a date –February 14th– where everyone expects a gift.”

The mariachi band was hired for 12 hours in a video studio, so that Facebook and Twitter users could order their custom serenades. The songs were adapted to each request by using the preferences shown in each user’s social network profile.

“On a day when Internet traffic decreases, we were able to hold the attention of our thousands of users, who were communicating all day with the brand,” said Olascoaga about the successful campaign.

To increase the campaign’s impact, the mariachis also recorded customized serenades for celebrities such as Adela Micha and Martha Debayle, who publicly expressed thanks for the gesture.

[youtube http://www.youtube.com/watch?v=6Falp7YoSw4]

Investment in social networks and digital marketing will continue to grow

In closing, we asked the Flock team about their views on the migration of budgets from traditional marketing to online: “Digital media is one of the pillars that brands are increasingly turning to for its immediacy and real-time feedback.  We believe that not only Nestlé, but brands in general, are increasingly investing more in social networking strategies, websites, applications, and anything having to do with conversational media where the user is the one who ultimately has the power.”

Paola Escalante is Account Grouper at Flock. She graduated from Tecnológico de Monterrey in 2009 and has worked as Account Manager for Clarus Digital overseeing the Coca-Cola brand. She has also previously served as Digital PR & Marketing Assistant at Televisa Interactive Media; worked in Corporate PR at Nextel, and Internal Communications at Walmart Mexico.

Mauricio Luna is VP of Customer Service at Flock. He was previously Project Manager at Clarus Digital for the Coca-Cola brand, Marketing Manager of Templeo.com at Televisa Interactive Media, and Marketing Coordinator at Televisa.

Alejandro Olascoaga is Account Manager at Flock and graduated from Tecnológico de Monterrey. His previous positions include Community Manager at MySpace, and Account Planner at Substance for brands such as L’Oreal, UVM, Unilever, Seguros Bancomer, RCI, and Universal Music Mexico.

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.