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

Check out Portada’s Interactive Database of Corporate Marketers and Agency Executives. 20 new Leads have just been added. GET YOUR 1 WEEK FREE TRIAL! Contact Sales Research Manager Silvina Poirier if you have questions silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • ITO

descarga-3Japan-based green tea ITO has appointed Engine Group as its AOR to support all of its brands in North America, including TEAS’ TEA, Oi Ocha, ITO EN Shots, Matcha LOVE and Jay Street Coffee, Mediapost has reported. The network’s media services operating unit, Engine Media, will be handling media planning and buying for the company as well. There was no formal review.  Engine will launch an inaugural campaign for Matcha LOVE later this month.

  • Subaru of America, Inc.

descarga-1Subaru of America has launched a new advertising campaign showcasing real stories from real people who have been positively impacted by the Subaru Share the Love® program over the past nine years, as well as the automaker’s national charity partners: the ASPCA®, Make-A-Wish®, Meals on Wheels America, and the National Park Foundation. The new campaign is unveiled as the Subaru Share the Love Event officially kicks off its ninth year.The national television spots, created by Subaru of America in collaboration with agency partner Carmichael Lynch, highlight inspiring beneficiaries of the four national charities, who tell their stories and encourage viewers to put a little more love in their hearts this year. The song Put a Little Love in Your Heart features prominently throughout the campaign, and is performed by each of these inspiring people as they tell their stories. New Subaru Advertising Campaign five new spots will air in :30s and :60s formats on national television, as well as be featured through targeted digital and social media promotions. These spots are available to view on Subaru of America’s YouTube channel.In addition to the creative spots, Subaru will execute several integrations including a nationwide sing-along of Put a Little Love in Your Heart on Good Morning America and a partnership with iHeartRadio to take over an hour of programming in key markets.

https://youtu.be/-zVxncMxt7A

  • PepsiCo

2qqw1l50_400x400PepsiCo Inc is buying California-based health beverage maker KeVita Inc, in an effort to diversify its soft drinks business and tap health conscious consumers. KeVita offers more than two dozen flavors of probiotic drinks, and all its drinks are certified organic, gluten-free and vegan.Financial terms of the deal were not disclosed.

 

 

 

Find out who the brand and agency executives behind these campaigns/moves are. Plus detailed contact information on more than 2,000 Corporate Marketers and Agency Executives targeting U.S. consumers. GET YOUR FREE TRIAL to PORTADA’s Interactive Database! Contact Sales Research Manager Silvina Poirier if you have questions: silvina@portada-online.com.

  • The Home Depot

descargaHome improvement retailer The Home Depot® announced it will implement its second annual Spring Black Friday event in 2017.  Like the traditional Black Friday that occurs the day after Thanksgiving to unofficially start the holiday shopping season, The Home Depot’s Spring Black Friday marks the start of home improvement’s busiest shopping season. In preparation, the company announced in February that it would hire and train more than 60,000 seasonal associates ahead of the first of four Spring Black Friday events.During four different weekends in spring, prices on many of the most sought after spring products will be significantly reduced. Consumers can find participating store locations on homedepot.com.In addition, The Home Depot will celebrate every Friday this spring with Black Friday-type offers on Facebook from March 18 through the end of May. These special buys will be available on Facebook only and will feature prices that are 50 to 75 percent off regular prices on a variety of products.

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Sales Leads: Weekly more than 20 new leads uploaded to the Database by the Portada Team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

We are excited about the sixth edition of the Foro Portada Mexico (#PortadaMx) which is taking place tomorrow Tuesday October 11th  in Mexico City’s Hotel Presidente InterContinental.  Major brand and agency executives will explore extremely relevant topics in the Mexican and Latin American Marketing, Tech and Media Space. Key subjects will include content performance, Mexican sports marketing, the outlook for the Mexican advertising and media markets in 2017, as well as the transition from e-commerce to social media.

Marketing, Tech and Media Luminaries participating at #PortadaMx include:

  • Mauricio Pallares Coello, Director Corporate Marketing, BBVA Bancomer
  • Emilio Trabulse, Director de Marketing, Grupo Martí
  • Rebeca Ricoy, Digital Strategies Sr. Manager NoLA. Avon
  • Juliana Sarria, Pepsico Beverages, Gerente de consumer Engagement-Gepp
  • Regina Moreno, Head of Digital Marketing, Volaris
  • Raul Aguilar, CEO, Nurun
  • Martin Frontini, Managing Director LatAm and U.S. Hispanics, Zoomin.TV
  • Juan Carlos Valdés, Head of LATAM Media Sales, Taboola
  • Maria Aguayo, Brand Marketing Manager LatAm, Expedia
  • Fernando Bermúdez Pire, Carat México, Director General
  • Alejandro Salazar, Director Comercial América Latina, Sojern
  • Juan Ignacio Blanco, Managing Director, BRC Group
  • Alejandro Cardoso Mendoza, Presidente y CEO Latinoamérica, Publicis
  • Lydia Suarez, Head of Media, Dentsu Aegis Network México
  • Elia Baltasar, Periodista

Check out the AGENDA!

REGISTER: Get your Ticket at the online Promotion!

 

Check out VIDEO Highlights of the 2015 Edition #PortadaMx
#PortadaMx 2015 Edition Overview (VIDEO)
Youtube no lo es todo en el Video Marketing (Gustavo Rivera-Yume) (VIDEO)
Volaris’ Ricardo Rivera sobre Social Ads (VIDEO)
Havas’ Gamrougian at #PortadaMx (VIDEO)  

Confirmed Sponsors of #PortadaMx:

Breakfast Sponsor
Taboola

Bronze Sponsor
BRC Group

Exhibit Table Sponsor
ZoominTV

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 Database of Corporate Marketers and Agency Executives with newly introduced upgraded features (see details at the bottom of this article). 20 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322 or e-mail her at silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • McDonald’s

descarga (1)McDonald’s has selected Omnicom Group over Publicis Groupe to handle its U.S. creative account, effective Jan. 1, 2017. In addition, McDonald’s plans to move its headquarters from Oak Brook, Ill., back to Chicago by early 2018. Incumbent Publicis’ Leo Burnett Co., which worked with McDonald’s for 35 years, will no longer be on the U.S. roster.The review only covered the U.S. creative account. Omnicom Media Group’s OMD Worldwide will continue to be McDonald’s media agency.  So will DDB’s Alma, which does some of McDonald’s multicultural work. McDonald’s is the latest big win for Omnicom  on the creative side.AT&T consolidated its creative, digital and media accounts with theagency earlier this month.

 

  • Sling TV

descarga (2)Dish-owned Sling TV has released a new multi-million-dollar ad campaign starring star Danny Trejo. The campaign,which will feature ads on television, digital, mobile, social, print, and new media platforms in both English and Spanish,  focuses on cord cutters and people who never had a pay TV subscription to begin with when it launched in early 2015. Now, it is expanding its focus to more aggressively steal away customers from existing pay TV services. Sling TV has expanded its own service since its launch and is now also offering consumers multiple simultaneous streams as well as local broadcast programming from ABC, NBC and Fox in select markets. “Who’s Bad?,” Sling TV campaign Trejo acts as a representative of the millions of angry, frustrated consumers who, according to SlingTV, are tired of the traditional cable TV model. The campaign marks the most significant ad campaign Sling TV has launched to date. The campaign also features a “ homepage takeover of Sling.com and SlingTV.com, digital, mobile and new media ads, paid and organic social posts, YouTube videos, in-device promotions on Sling TV supported devices, print ads and other direct-to-consumer promotions.

https://youtu.be/nkfbSTDEDFY

 

  • Avocados From Mexico

32da9dab-fa56-4247-9308-d6268bae63a8-a3749985Avocados From Mexico has a plan for promoting avocado consumption in different day parts. AFM is wrapping up a campaign that launched in June called the Avocado Breakfast Club to leverage back-to-school planning, a tie-in with Sesame Workshop and Elmo and its participation in the US government’s Produce Marketing Association’s eat brighter! Campaign.Avocados From Mexico has been using colorful bins and point-of-sale displays at US grocery stores featuring Sesame Street’s Elmo as part of the Produce Marketing Association’s “eat brighter!” program (backed by Michelle Obama). Beyond supermarket produce sections, the brand has been using loyalty coupons, advertising, demos and display contests, in-store radio, as well as digital and social media including recipes and a kids’ chef series on YouTube.

 

 

  • Sean “Diddy” & CÎROC Ultra Premium Vodka

47311_2_57793-1024x682Sean “Diddy” Combs and the Makers of the CÎROC Ultra Premium Vodka unveil a new brand campaign: ‘Let’s Get It’, inspired by Combs and featuring DJ Khaled and French Montana. The campaign sparks a movement to empower and encourage entrepreneurs and creators to pursue their passions and realize their dreams. The creative was developed by 72andSunny New York in partnership with Combs Wine & Spirits and Diageo. The new CÎROC movement kicks off with the world premiere of ‘Let’s Get It,’ a two minute short film starring Combs on Billboard.com.  The film also introduces the CÎROC family of influencers, a group of movers and shakers.Later this month the brand will be releasing a follow-up spot to ‘Let’s Get It’ that spotlights DJ Khaled and his major keys to success for future moguls in the making.In addition, CÎROC announced that it is partnering with COMPLEX Media to create a new video channel dedicated to the ‘Let’s Get It’ movement. CÎROC™ Ultra Premium is part of Diageo, a global leader in beverage alcohol with a collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan’s whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

 

 

  • PepsiCo

LCRzODfO_400x400PepsiCo will begin offering two versions of its popular sports drink Gatorade—traditional and organic this year.  The company hasn’t yet disclosed what ingredients will be added or eliminated to make the sports drink organic.Organic Gatorade is among the many new projects PepsiCo has in its latest marketing campaign targeting consumers wanting healthier on-the-go foods. PepsiCo is one of many food and beverage companies that have recently pledged to cut back on artificial ingredients and preservatives.

 

  • Segura Viudas

ofhcds95fwnpew3g34j1_400x400Spanish Cava Segura Viudas is collaborating with Electronic DJ, producer, vocalist, and songwriter Anna Lunoe, to create an original track using the sounds of Cava, merging the wine’s history and flavor with Lunoe’s musical innovation. Segura Viudas’ ad agency, República, created the branded video for the track titled “Sip It.” featuring Lunoe’s music coming to life while incorporating the Segura Viudas campaign, “Open Up”. The music video can be viewed on seguraviudasusa.com/SipIt and will run throughout a 12-month program. Additionally, the artist and brand will be executing events together throughout the year.Segura Viudas is imported by Freixenet USA of Sonoma, California, the Segura Viudas winery is part of the Freixenet Group, a world leader in sparkling wine production.

 

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Sales Leads: Weekly more than 20 new leads uploaded to the Database by the Portada Team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

Join us at PORTADA Mexico!

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. 20 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-961-9516 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • OREO 

unnamedThe OREO brand has launched its new, globally integrated marketing campaign Open Up with OREO, which conveys a simple but powerful message: open your heart to people who are different than you and you’ll discover the similarities. The new campaign addresses a behavioral shift that comes with age. While children are naturally open, adults begin to default to the familiar, which can cause them to close themselves off to others.The campaign will include a global TV spot, digital content series, in-store point of sale and, in select countries, global prizing and custom product embossments.The animated TV spot comes to life through the brand’s signature Wonderfilled aesthetic and upbeat music.  Set against the backdrop of a playfully diverse roller rink, the animation follows a young girl inspiring those around her to look inside themselves to let a little bit of wonder out and, in turn, let others in. In the spot, an OREO cookie is the catalyst for the characters to open up to each other. The spot launched in the U.S. onJanuary 18 featuring the vocals of multi-platinum-selling, Grammy-nominated recording artist Adam Lambert. More than 50 other markets will follow with vocals, lyrics and languages adapted locally as necessary.In addition, digital content and a video series will launch February 2 to demonstrate how an OREO cookie can open an unexpected introduction, even a friendship, between two characters from different walks of life. The video series will be comprised of animated stories in which the characters share an OREO cookie and create a Wonderfilled connection.The new campaign builds on the brand’s success of making a global platform relevant across the globe by leveraging universal consumer insights, but executing in a way that reflects the local context and culture.

  • PepsiCo

321964Pepsico is partnering with online video food network Tastemade for a Super Bowl-timed series titled PepsiCo’s Game Day Grub match, The Wall Street Journal reports.PepsiCo is turning to student chefs from the world’s top culinary college to take game day cooking to a new level.Enter PepsiCo’s Game Day Grub Match, a one-of-a-kind cooking competition featuring students from The Culinary Institute of America competing to create the ultimate football food. There’s only one catch: each dish must creatively incorporate PepsiCo food and beverage products as ingredients.Tastemade, the digital media company focused on food, travel and lifestyle programming for the connected generation, was on hand to capture all the action. The students teamed up with culinary influencers – or “Tastemakers” – from Tastemade to help get their creative juices flowing. A Tastemade video series chronicling the competition launched at www.GameDayGrubMatch.com. The content will also be featured on the Tastemakers’ YouTube channels and promoted on Tastemade’s social platforms including YouTube, Instagram, Facebook and Snapchat.Tastemade will publish additional video content documenting Claire’s, Yejin’s and Joel’s experience at the Taste of the NFL event and the rest of their Super Bowl festivities early next month.

  • Bayer

js6tDCe-_400x400Healthcare conglomerate Bayer has two new digital agencies, according to Mediapost. Publicis Groupe’s Razorfish and iCrossing will oversee digital creative, and mobile responsibilities for its Consumer Health Care division. Razorfish will be responsible for Bayer’s allergy, skincare, and nutritional/gastro brands, such as Coppertone, Aleve, Claritin, and Alka-Seltzer. iCrossing will oversee Bayer’s cough/cold and foot care brands, including Dr. Scholl’s.Bayer spends about US$500 million annually promoting its Consumer Health brands, but this move will enable the company to shift some spending from TV to integrated digital platforms.The review was handled by Avidan Strategies. OgilvyOne and VML also participated in the review.

  • Moen
    moen_twitter_logo_1__400x400Moen has tapped Havas Chicago as its lead creative and media agency following a review handled by Cleveland-based Rojek Consulting Group . Other agencies participating in the review were not disclosed. The account was previously handled by The Martin Agency, which managed traditional creative, TV and print duties, and Critical Mass, which was responsible for digital creative and media.Read more.

 

  • ‘Find Your Magic’ by Axe

imagesUnilever’s Axe has released its ‘Find Your Magic’ campaign, developed by ad agency 72andSunny Amsterdam, which kicks off globally from 18 January in US and will include TV, print, OOH and custom digital content. Other partner agencies include Ponce and BBH, with VICE also creating content through the year.The campaign was made following a research showing that men feel pressure to conform. The study shows how Axe works with over 3,500 men in 10 countries and how men feel an overwhelming pressure to conform to masculine stereotypes, with only 15% of men in most countries strongly agreeing that they are attractive.The campaign will be reinforced by a series of short mobile and online tutorials featuring men with unusual style called ‘Instagroom’.

https://youtu.be/WzTSE6kcLwY

  • Goya Foods
Goya Foods. (PRNewsFoto/Goya Foods)
Goya Foods. (PRNewsFoto/Goya Foods)

Goya Foods, America’s Hispanic-owned food company, in collaboration with First Lady Michelle Obama’s Let’s Move initiative and the USDA, launches the second edition of the MyPlate/ MiPlato cookbook, Happy, Healthy Celebrations: Bright, Bold, Healthy Latin Recipes to Celebrate Every Occasion!  This book is part of the national MyPlate campaign designed to help educate Americans on eating healthy.  A pdf copy of the cookbook is available for free at www.goya.com. Happy, Healthy Celebrations: Bright, Bold, Healthy Latin Recipes to Celebrate Every Occasion! is a free bilingual cookbook featuring 10 complete plates with 30 healthy recipes that celebrate the culinary traditions of the Latin culture from around the world.  Each of the recipes incorporates all of the five basic food groups for a balanced diet including fruit, vegetable, grain, protein and dairy.  The cookbook also includes nutritional information for every recipe, easy-to-follow cooking tips, and estimated costs for every affordable meal.In addition, Goya has produced and distributed over 400 million products marked with the MyPlate logo and created more than 250,000 copies of two editions of the MyPlate cookbook, brochures, posters and lesson plans that have been distributed to consumers, supermarkets, teachers, school programs, and events nationwide.  In addition, Goya has reached millions by integrating healthy eating into its overall communications campaigns and will continue to focus on the health and wellbeing of their consumers for many more years to come.

  • Genesis by Hyundai 

imagesHyundai is launching Genesis, a new luxury brand, in the United States.The automaker sees Latino car buyers as important to the success of  the new brand.The company has data showing that purchases by Hispanics accounted for 68 percent of the growth of Hyundai’s U.S. sales in 2013-2014, La Prensa reports.Hyundai launched the new brand, which takes its name from the company’s Genesis luxury mid-size model, with the presentation at the auto show of the full-size G90 sedan.The 2017 Genesis G90 can be had with Hyundai’s 420-horsepower Tau V-8 engine, or with a new turbo-charged V-6 that puts out 365 horsepower.Both engines are coupled with a second-generation 8-speed automatic transmission.Hyundai’s experience with the original Genesis model has been definitive, giving the automaker confidence to embark on the ambitious venture of creating a new luxury brand.

 

 

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

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

 ::: Carlson Rezidor Hotel Group /Radisson Blu ::: Starbucks/Pepsico ::: Forever 21 /Puerto Rico ::: “Couple”/ Renault Duster – Publicis Buenos Aires ::: Marriott Caribbean & Latin America Resorts – Sarah “Sarah Fit” Dussault  :::

  • Carlson Rezidor Hotel Group /Radisson Blu

descargaCarlson Rezidor Hotel Group, one of the world’s largest hotel groups, has announced the expansion of Radisson Blu® in Latin America with three hotels: Radisson Blu Santiago, La Dehesa in Chile as well as Radisson Blu San Andrés Resort & Spa and Radisson Blu ar Santa Marta Resort & Spa in Colombia.Radisson Petra La Dehesa Hotel will undergo a transformation and become Radisson Blu Santiago, La Dehesa by the first quarter of 2016.

  • Starbucks/Pepsico

descarga (1)Starbucks Corporation , in partnership with PepsiCo, Inc.,  will market, sell and distribute ready-to-drink (RTD) Starbucks coffee and energy beverages in Latin America, starting in 2016.According to the agreement, Pepsi will use its expansive distribution network and local expertise in the region to sell and distribute Starbucks RTD beverages. These beverages will be available in 2016, across the Caribbean, Chile, Colombia, Costa Rica, Guatemala, Mexico, Panama, Peru, Puerto Rico and Uruguay.Starbucks and Pepsi have been partners for over two decades. North American Coffee Partnership (NACP) is a joint venture between the two giants, which had been formed more than 20 years ago. The new agreement for the Latin American market will benefit from the innovation that NACP has developed over the years. Starbucks has been operating in Latin America since 2002, having over 870 stores in 14 markets. Latin America is a very important market for Starbucks, since this is where the company gets a major portion of its Arabica coffee supply. Pepsi, on the other hand, has over 100 years of experience in the region.

  • Forever 21 /Puerto Rico

descarga (2)Clothing retailer Forever 21 has opened its newest store in Puerto Rico in Las Catalinas Mall.The opening marks the retailer’s fifth location in Puerto Rico, a 13,773 square-foot store.The new location brings Forever 21’s presence in the US to over 494, with more than 700 stores in 48 countries worldwide.

  • “Couple”/ Renault Duster

descarga (4)Under the general creative direction of Fabio Mazia, Publicis Buenos Aires presents “Couple”, the new Renault Duster campaign, which will air in Latin America, South Africa and several countries in Europe. The effort is based on the concept of those who ”have a good time, having a hard time,” which the brand uses globally.The story is based on a couple looking to enjoy those situations that are always unpleasant.With this initiative, Renault Duster is introduced to encourage people to leave the comfort zone and start enjoying. The commercial was produced by Primo Buenos Aires.

  • Marriott Caribbean & Latin America

descarga (3)Marriott Caribbean & Latin America Resorts has launched its “Fit in Paradise” program featuring popular YouTube fitness personality and blogger Sarah “Sarah Fit” Dussault to show viewers and guests how easy it is to stay healthy and active while visiting any of the collection’s eight resorts. As part of the initiative, Sarah Fit is visiting each of the collection’s resorts, where she is filming a series of workout and lifestyle videos which will be rolled out across her social media channels, as well as those of Marriott Caribbean & Latin America Resorts. These videos will feature Sarah Fit engaging in a specific workout set amidst the backdrop of each resort.In addition , she is also producing videos that showcase the resorts themselves, as well as their local destinations. Viewers will be able to follow along with Sarah’s adventures as she navigates her favorite activities and experiences at each resort. The Fit in Paradise initiative will be available at the following Collection properties: Aruba Marriott Resort & Stellaris Casino; CasaMagna Marriott Cancun Resort; CasaMagna Marriott Puerto Vallarta Resort & Spa; Curacao Marriott Beach Resort & Emerald Casino; Frenchman’s Reef & Morning Star Marriott Beach Resort; Grand Cayman Marriott Beach Resort; JW Marriott Cancun Resort & Spa and St. Kitts Marriott Resort & The Royal Beach Casino. To follow Sarah Fit’s travels,guests must search #FitInParadise on Facebook, Instagram and Twitter.

Javier FarfánInterview with Javier Farfán

Portada: We understand you are Ecuadorean tell us a bit about your personal and professional background?

Javier Farfán: – Latino born and raised in NYC. Spanish speaking at home but the rest of the world in English
– Grow up in Upper Manhattan, Was married and my wife passed away last year from breast cancer so I am rediscovering myself.
– No children
– Biking and Spending time with my family is my hobbies
– Career has been my focus to get me thru change in my life (Focused on Marketing, Music Marketing, and Marketing Innovation within Culture)

Portada: How do you keep abreast of all the changes in the Marketing and Media Industry?

Javier Farfán: – Mentors and keep connected to digital lead at PepsiCo
– Focus on young people who I work with or within the industry (I call them Fat Brain)

Portada: What are the main features a excellent Content Marketer targeting the Hispanic consumer should have?

Javier Farfán: – lifestyle content
– global topics
– music and entertainment (and not just latin talent)

When it comes to rocking the Hispanic marketing boat, Javier Farfán is in a category of its own. As PepsiCo.’s senior director of cultural branding, the New York City-native has one challenging job ahead: To reimagine the way the soft-drinks giant talks to an increasingly complex, multicultural and bilingual young crowd.

Javier Farfan, Latin Content Marketing ForumAmong its latest marketing efforts, PepsiCo. this week launched www.Mipepsi.com, a new online platform that seeks to connect Hispanics with music, sports and pop culture, regardless of language. Under the banner of Vive Hoy, the effort is the Hispanic-targeted portion of the Live for Now global relaunch of the Pepsi brand, and as it has become increasingly common in Pepsi’s messaging, it features tweets and content in Spanish, English and even Spanglish. “It’s not about language anymore; it’s all about culture! That is the challenge and that is the fruit of my labor,” says Farfán.

The new site is sort of a social media “dashboard” that aggregates real time news, Pepsi-themed tweets and miscellaneous bits of trending topics. Consumers are encouraged to Tweet, Like and/or Pin topics on the site and participate in challenges and contest that can earn them points towards a concert or other rewards.

Language No Longer Relevant

While Pepsi’s new interactive experience was conceived by Organic, an Omnicom-owned digital shop based in New York, Farfán made sure Organic worked closely with yet another digital partner, Remezcla/TheCollective “To make sure we are telling the story of how Latinos use the Internet to communicate and interact with each other regardless of language.”

“Regardless of language” is a concept that is becoming crucial for marketers like PepsiCo., which knows all well that young Latinos don’t move in a monolingual world, but live -like Farfán himself- immersed in two cultures.

“I am part of that generation of people who are not been reached by agencies focusing on a particular language,” says Farfán, who was born in New York City of Ecuadorean parents and was raised in the heart of Harlem and then Washington Heights.

From Sofía Vergara to David Beckham

A former MTVtr3s executive, Farfán has been an important part of PepsiCo.’s recent efforts to put Latinos front and center of a mainstream campaign, including hiring Sofia Vergara to be a spokesperson for Diet Pepsi, but also tapping David Beckham to appeal to Latino soccer fans.

All these efforts, he says, don’t come naturally. Instead, they are the result of two major things: Having a group of managers within PepsiCo. who are willing to take risks, and having your creative agencies collaborate with one another on every single project.

“I don’t think about agencies the way many people still think about agencies,” says Farfán, who was responsible for changing the name of his division to cultural branding from multicultural marketing. “I try to make sure that my agencies work together. I think everybody has to be accountable for the work we put out there.”

For example, PepsiCo. recently premiered a TV spot featuring Lionel Messi, Didier Drogba and other footballing stars crowd surfing at an outdoor music festival. And while the ad was created by CLM BBDO, it worked under some consulting by Miami-based Alma. [In addition to Alma, PepsiCo. also works with Austin-based LatinWorks, which handles work for Manzanita Sol, Sierra Mist and Aquafina.]

“Agencies should stop focusing on a particular language,” says Farfán. “But I know many of them don’t want to do that, mostly because they want to control the money and are afraid to lose business.” Still, he is careful to stress the power of Latino media and how a brand like Pepsi should embrace it when and where the message needs to be.

“Don’t get me wrong. I don’t discount the power of Latino media, but that is not the only thing we’re going to do. If we realize one particular message works best on outdoor, I’ll do outdoor. If something requires local, we’ll do local.”

For example, he says, Pepsi is testing messaging in the Southern California market for two new products: Tamarindo Sol and Toronja Sol, both spun off from the popular Mexican brand Manzanita Sol. He has also helped enlist Chef Aaron Sanchez to pitch Sierra Mist Natural through a series of viral videos.

For Farfán, who is about to complete with second year at PepsiCo., working in tandem with agencies doesn’t only makes creative sense, but it is also a good business decision. “Approaching the market in one single language, like in the old days, is not cost-effective; and it doesn’t make sense anymore.”

Read more: Latin Content Marketing Forum

A summary for 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.

  • Kingston – Latin America

Juan Marrero has been named Marketing Manager for Latin America of Kingston Technology Company, Inc. Marrero will be based in Miami. He has worked as Marketing Manager for LG Electronics in US and Venezuela.

  • Perfect Choice / IMS – Mexico

Perfect Choice has appointed IMS as its Public Relations agency in Mexico. IMS will be in charge of the general communication plan of the company.

  • PepsiCo / Brazil

PepsiCo has announced that the company will sponsor the Brazilian show CQC during 2012. PepsiCo will sponsor 2 sections of the TV program. Luciana Fortuna, Marketing Manager for PepsiCo Brazil said “the company bets on shows with great communication with their audiences”.  Also, PepsiCo will be advertising in digital media with CQC.

  • Sprite – Brazil

Sprite has lanched a new TV and digital campaign called “Sprite: Urban dreams”. The jingle was created by a consumer after winning a contest. The contest took place during 2011 and awarded a consumer from Rio de Janeiro. Andrea Mota, Marketing Director of Sprite Brazil, said “the campaign shows the relationship between the brand and the urban world”.

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

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 Latinamericans . More than 1400 Leading Agency and Marketing/Advertising Directors who are targeting Latin Americans. (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.

Nuevos movimientos en los departamentos de mercadotecnia de las empresas y en las agencias, que afectaran al gasto publicitario orientado al mercado latinoamericano. Una columna indispensable que ayuda a los ejecutivos de medios y las agencias desarrollar su negocio.

  • PepsiCo – Brasil

Pepsi renovó su patrocinio en el programa CQC Brasil. La marca patrocinará dos secciones del programa y también incluirá acciones publicitarias en medios digitales. Luciana Fortuna, Directora de Marketing en PepsiCo Brasil dijo que "apuestan a programas con relación con su público".

  • Sprite – Brasil

Sprite lanzó la campaña "Sprite sueños urbanos" en Brasil. La campaña está comupuesta por una canción realizada por un consumidor. El consumidor elegido para la campaña fue el ganador de un concurso para este fin en Rio de Janeiro durante el 2011.

Andrea Mota, Directora de Marketing de Sprite en Brasil dijo que "esta campaña muestra la relación entre Sprite y el mundo urbano".

  • Kingston – Latinoamérica

Juan Marrero ha sido designado Marketing Manager para Latinoamérica en la empresa manufacturera de memorias digitales, Kingston. Marrero trabajará desde Miami. Anteriormente, el ejecutivo se desempeñó como Director de Marketing en LG Electronics EEUU y Venezuela.

  • Perfect Choice / IMS – México

Perfect Choice escogió como su agencia de comunicación en México a IMS. IMS estará a cargo de todo el plan de comunicación general de Perfect Choice.

Obtenga toda la información que necesita sobre los movimientos de cuentas y sus agencias en el directorio interactive de Portada para Latinoamérica!

Para mayor información sobre los compradores de medios y agencias de publicidad en la región acceda al directorio interactivo de Portada para Latinoamérica, con más de 1000 agencias y marketers que apuntan a la región. (Descargable también en excel)

Si ya se encuentra registrado, acceda al directorio desde aquí.

A summary for 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.

  • Kingston – Latin America

Juan Marrero has been named Marketing Manager for Latin America of Kingston Technology Company, Inc. Marrero will be based in Miami. He has worked as Marketing Manager for LG Electronics in US and Venezuela.

  • Perfect Choice / IMS – Mexico

Perfect Choice has appointed IMS as its Public Relations agency in Mexico. IMS will be in charge of the general communication plan of the company.

  • PepsiCo / Brazil

PepsiCo has announced that the company will sponsor the Brazilian show CQC during 2012. PepsiCo will sponsor 2 sections of the TV program. Luciana Fortuna, Marketing Manager for PepsiCo Brazil said “the company bets on shows with great communication with their audiences”.  Also, PepsiCo will be advertising in digital media with CQC.

  • Sprite – Brazil

Sprite has lanched a new TV and digital campaign called “Sprite: Urban dreams”. The jingle was created by a consumer after winning a contest. The contest took place during 2011 and awarded a consumer from Rio de Janeiro. Andrea Mota, Marketing Director of Sprite Brazil, said “the campaign shows the relationship between the brand and the urban world”.

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

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 Latinamericans . More than 1400 Leading Agency and Marketing/Advertising Directors who are targeting Latin Americans. (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 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.
  • PepsiCo – Mexico

GroupM´s Maxus, part of WPP Holding, announced that Pepsico Foods has chosen the agency in Mexico to manage its digital business.

  • Sony Digital – Latin America

Sony has chosen Global Mind after a selection among regional agencies, to run all the performance campaigns of the brand in Latin America.

  • Mark International – Brazil

Mark International, a USA inbound receptive operator, has engaged Discover the World Marketing to create awareness and increase sales of its offerings among Brazilian tour operators effective February 2012.

  • Maximus – Global

Brown-Forman has appointed Wieden+Kennedy as the lead global agency for its Maximus vodka brand. The new work aims to redefine Maximus, create excitement and resonance among young men, and give Brown-Forman a platform on which to build the brand globally. Brown-Forman acquired Maximus in June 2011.

A summary for 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.
  • PepsiCo – Mexico

GroupM´s Maxus, part of WPP Holding, announced that Pepsico Foods has chosen the agency in Mexico to manage its digital business.

  • Sony Digital – Latin America

Sony has chosen Global Mind after a selection among regional agencies, to run all the performance campaigns of the brand in Latin America.

  • Mark International – Brazil

Mark International, a USA inbound receptive operator, has engaged Discover the World Marketing to create awareness and increase sales of its offerings among Brazilian tour operators effective February 2012.

  • Maximus – Global

Brown-Forman has appointed Wieden+Kennedy as the lead global agency for its Maximus vodka brand. The new work aims to redefine Maximus, create excitement and resonance among young men, and give Brown-Forman a platform on which to build the brand globally. Brown-Forman acquired Maximus in June 2011.

Nuevos movimientos en los departamentos de mercadotecnia de las empresas y en las agencias, que afectaran al gasto publicitario orientado al mercado latinoamericano. Una columna indispensable que ayuda a los ejecutivos de medios y las agencias desarrollar su negocio.

  • Exxon Mobile – Colombia y El Caribe

Mediabrands ganó el manejo de la cuenta de Exxon Mobile en Colombia y El Caribe. La cuenta será gestionada desde las oficinas de Mediabrands Colombia y Miami.

  • PepsiCo – México

Maxus, la agencia de medios parte de la red de GroupM (WPP) anunció que ganó el manejo digital de la marca Pepsico Foods en México.

  • Sony – Latinoamérica

Después de una selección entre las agencias de la región, Sony escogió a Global Mind para encargarse del manejo de su cuenta digital en Latinoamérica.

  • OgilvyEarth – Chile y Argentina

OgilvyEarth comenzó a operar en Argentina y en Chile. Se trata de una unidad de negocios con expertise en comunicaciones sustentables. El ejecutivo argentino Michael Vilcinskas actuará como ceo y el profesional chileno Carlos Bensan será director creativo.

La operación, que abarcará a ambos países, mantendrá y reforzará el joint venture que OgilvyEarth tiene con Abrazos, una agencia especializada en marketing social y sustentable.

  • BC/ Arcor – Argentina

La agencia Kepel & Mata anunció que manejará la comunicación de la marca de Arcor, BC en Argentina.

  • Maximus – Global

Brown Forman escogió a Wieden+Kennedy como su agencia de medios global para su marca de vodka Maximus. La marca busca redefinirse y apuntar a las mujeres jóvenes. Maximus fue adquirida por Brown Forman en junio del 2011.

Directorio en línea de mercadotécnicos corporativos y compradores/planificadores de medios orientados a Latinoámerica:

Un directorio en línea interactivo. Con información detallada de contacto de más de 500 líderes y directores de agencias de mercadeo / publicidad orientados a los latinoamericanos y / o consumidores en el mundo latino.

Los campos de búsqueda incluyen:

Nombre

Empresa

Cargo

Dirección

Ciudad

E-mail

Cuentas que maneja

Teléfono

Comentarios adicionales

Metodología:

La adquisición de contacto pasa a través de listas de suscriptores propias de Portada, asistentes a las conferencias, intercambio en eventos del área, otras investigación, etc .. El equipo de Portada actualiza continuamente y realiza las pruebas de las listas a través de procedimientos que incluyen llamadas telefónicas de rutina, pruebas de e-mail y listas de USPS NCOA.

Precio:

Suscripción anual: $499 que incluye acceso ilimitado a los artículos premium de Portada y descuentos especiales para las conferencias de Portada.

¿Preguntas? Por favor comuníquese con nosotros llamando al 1-800-397-5322 si tiene alguna pregunta. (Fuera de los Estados Unidos por favor comuníquese al 1212 685 44 41)

PepsiCo is innovating in marketing to revitalize some of its brands, and keeping pace with big competitors in the CPG industry to expand its presence in emerging national markets. That´s why the company is launching its program PepsiCo10 in Brazil and India.

"Both for consumer trends and, as we get into it, a lot of interesting technology. It really lines up well for us. It's all about building brands and driving business around the world.”, said Josh Karpf, Digital Director.

According to the company, the program will give the company a much better chance of discovering and harnessing technology, media and communications entrepreneurs in those crucial markets in new initiatives that lead to effective digital- and social-marketing initiatives. In the United States under PepsiCo10, the company received about 500 submissions from interested entrepreneursand then narrowed it to 75 companies that it invited to deliver more-detailed briefs. Then 25 finalists made presentations to about 100 PepsiCo brand-marketing and communications executives. From there, the PepsiCo10 were selected and supported.

"We have teams there that have a heart for" PepsiCo10, he said. "We're going to leverage ideas that work and replicate them in other markets. But these efforts will be authentic to each of these markets — really locally run”, added Karpf.

PepsiCo is innovating in marketing to revitalize some of its brands, and keeping pace with big competitors in the CPG industry to expand its presence in emerging national markets. That´s why the company is launching its program PepsiCo10 in Brazil and India.

"Both for consumer trends and, as we get into it, a lot of interesting technology. It really lines up well for us. It's all about building brands and driving business around the world.”, said Josh Karpf, Digital Director.

According to the company, the program will give the company a much better chance of discovering and harnessing technology, media and communications entrepreneurs in those crucial markets in new initiatives that lead to effective digital- and social-marketing initiatives. In the United States under PepsiCo10, the company received about 500 submissions from interested entrepreneursand then narrowed it to 75 companies that it invited to deliver more-detailed briefs. Then 25 finalists made presentations to about 100 PepsiCo brand-marketing and communications executives. From there, the PepsiCo10 were selected and supported.

"We have teams there that have a heart for" PepsiCo10, he said. "We're going to leverage ideas that work and replicate them in other markets. But these efforts will be authentic to each of these markets — really locally run”, added Karpf.

A summary for 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.

  • PepsiCo / Ocean Spray – Latin America

PepsiCo and Ocean Spray have made a strategic alliance in Latin America, which will give Pepsi exclusive rights to manufacture and distribute its partners’ cranberry and blueberry-based beverages in the region.

  • EZCorp – Mexico company

EZCorp Inc. plans to acquire a 60 percent of a Mexico City-based short-term payroll deduction loan company for $58.7 million.

  • Xbox – Global

Microsoft has appointed Starcom as its global media strategy business for Xbox. The Xbox account will be run out of Starcom’s London office and covers 26 markets including the UK, US, Canada, France, Germany, Spain, Italy, Japan, Korea and Australia according to M&M.

  • Diagonal Norte – Spain

JWT is now in charge of the communication efforts of the Spanish shopping Diagonal Norte. JWT launched a new campaign for the shopping “Se abre la veda”.

  • Continental Pneus – Brazil

Continental Pneus has appointed Leo Burnett Tailor Made to manage its account in Brazil. LBTM is also managing the following accounts in the country: Grupo Disney,Rimowa,Gillette(Shave Care),Nova Schin,Iveco and Kasinski.

  • Campbell´s – Mexico

Draftfcb has won Campbell´s account after a pitch. The agency will be in charge of V8, V8 Splash and V8 Fusion brands. Mario Orea, Grouper Account, Mariana Hernandez, VP of planning and Rocio Fernandez, planning director will be in charge of the account.

Online Directory of Corporate Marketers and Media Buyers/Planners targeting Latin Americans
An interactive online directory. with detailed contact information of more than 500 Leading Agency and Marketing/Advertising Directors who are targeting Latin Americans and/or consumers in the Latin world.
Search fields include:
Name
Company
Job -Title
Address
City
E-mail
Accounts under management
Phone
Other Comments
Methodology:
Contact acquisition happens through Portada's own subscriber lists, conference attendees, barter with tradeshows, other research etc…
Portada's team continuously updates and proofs the lists through procedures including routine phone calls, e-mail testing and USPS NCOA lists.
Price:
Annual Subscription: $649 includes unlimited access to all of Portada's premium articles and special discounts at Portada conferences.
Questions? Please call 1-800-397-5322 if you have any questions. (From outside the U.S. please call 1212 685 44 41.

Nuevos movimientos en los departamentos de mercadotecnia de las empresas y en las agencias, que afectaran al gasto publicitario orientado al mercado latinoamericano. Una columna indispensable que ayuda a los ejecutivos de medios y las agencias desarrollar su negocio.

  • PepsiCo / Ocean Spray – Latinoamérica

Pepsico y Ocean Spray realizaron una alianza estratégica en Latinoamérica por la cual Pepsi le otorga los derechos exclusivos a Ocean Spray para producir y distribuir sus bebidas compuestas de arándanos.

  • Xbox – Global

Microsoft escogió a Starcom como su agencia global de medios para Xbox. La cuenta será manejada desde Starcom Londres y cubrirá 26 mercados.

  • Diagonal Norte – España

JWT se encargará del marketing y comunicación del shopping español Diagonal Norte durante este año. La primer campaña realizada por la agencia se trata de la promoción por las rebajas de invierno llamada “Se abre la veda”.

  • Continental Pneus – Brasil

Continental Pneus nombró a Leo Burnett Tailor Made encargada del manejo de su cuenta en Brasil. Desde la fusión de las agencias ganaron en los últimos 8 meses las siguientes cuentas: Grupo Disney, Rimowa,Gillette(Shave Care),Nova Schin,Iveco y Kasinski.

  • Campbell´s – México

Draftfcb ganó la cuenta de Campbell´s después de una contienda con otras agencias importantes del país. Se encargará de las marcas V8, V8 Fusion y V8 Splash. Mario Orea, Grouper Account, Mariana Hernandez, VP of planning y Rocio Fernandez, planning director estarán encargados de la cuenta.

Directorio en línea de mercadotécnicos corporativos y compradores/planificadores de medios orientados a Latinoámerica:

Un directorio en línea interactivo. Con información detallada de contacto de más de 500 líderes y directores de agencias de mercadeo / publicidad orientados a los latinoamericanos y / o consumidores en el mundo latino.

Los campos de búsqueda incluyen:
Nombre
Empresa
Cargo
Dirección
Ciudad
E-mail
Cuentas que maneja
Teléfono
Comentarios adicionales

Metodología:
La adquisición de contacto pasa a través de listas de suscriptores propias de Portada, asistentes a las conferencias, intercambio en eventos del área, otras investigación, etc .. El equipo de Portada actualiza continuamente y realiza las pruebas de las listas a través de procedimientos que incluyen llamadas telefónicas de rutina, pruebas de e-mail y listas de USPS NCOA.

Precio:
Suscripción anual: $649 dólares que incluye acceso ilimitado a los artículos premium de Portada y descuentos especiales para las conferencias de Portada.
¿Preguntas? Por favor comuníquese con nosotros llamando al 1-800-397-5322 si tiene alguna pregunta. (Fuera de los Estados Unidos por favor comuníquese al 1212 685 44 41)