393 Results

SAP

Search

Normal
0

21

false
false
false

ES
X-NONE
X-NONE

MicrosoftInternetExplorer4

/* Style Definitions */
table.MsoNormalTable
{mso-style-name:”Tabla normal”;
mso-style-parent:””;
line-height:115%;
font-size:11.0pt;”Calibri”,”sans-serif”;
mso-fareast-“Times New Roman”;
mso-bidi-“Times New Roman”;}

SAP announced the expansion of the SAP Labs location in Latin America with the construction of an additional building that had the capacity to accommodate 500 additional employees. Located adjacent to the first office at the Technology Center of Unisinos in Sao Leopoldo, Brazil, the new facility is expected to open in August 2013. The total value of SAP investments in SAP Labs Latin America will be approximately EUR20 million.

The expansion comes three years after the inauguration of the first phase, completed in 2009 with an investment of nearly EUR15 million. SAP Labs Latin America focuses on serving the region with the localization of solutions; product support across Latin and North America; training and support for partners in Latin America; and the development of specific solutions for SAP customers in the region.

"Latin America is a very important region for SAP's growth, and the expansion of our development lab will strengthen our ability to support customers looking to gain competitiveness through innovation and efficient management," said Stefan Wagner, managing director, SAP Labs Latin America. "We are also opening up new avenues of opportunity for local talent by providing an inspiring workplace that encourages collaboration and innovation."

According to the company, in Brazil, SAP has been delivering innovation to more than 4,000 local customers of all sizes and industries for 17 years.

"With this investment in the expansion, SAP restates its commitment to Brazil and the delivery of innovative solutions to our customers," said Luis Cesar Verdi, managing director, SAP Brazil. "We believe there are good opportunities for growth in enterprise mobility, cloud computing, analytics, applications and databases."

SAP Labs Latin America is part of the SAP Labs network, made up of 15 locations around the world. Each SAP Labs location has a strong focus on research and innovation and significantly contributes to the development of SAP products and technologies.

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.

  • Exxon Mobile – Colombia and The Caribbean

Mediabrands has won the Exxon Mobile account in Colombia and The Caribbean. The account will be managed in Mediabrand Miami and Colombia.

  • Renault – Mexico

Renault Mexico drives leads with Social Media.

  • British Airways – Global

BA has picked Team WPP to handle its global digital duties, following a final shoot-out against SapientNitro and AKQA. Seventeen agencies pitched for the account.

Team WPP will be tasked with handling all of BA’s online marketing activity including social media campaigns and banner ads. Team WPP will take over the digital duties from incumbent TBWALondon.

  • Heineken – Global

Heineken is planning to roll out Strongbow Gold and has appointed Work Club to handle the digital marketing activity.

  • HTC – Global

The smartphone manufacturer HTC has appointed Mother to manage its global communication. HTC decided to look for a “single global brand idea.”  Also Deutsch and Saatchi & Saatchi pitched for the account.

  • Lar Center – Brazil

The Brazilian shopping Lar Center has appointed Age Isobar to handle its communication in the country.

  • CasaPark – Brazil

Agnelo Pacheco has been chosen to handle the CasaPark account in Brazil.

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.

  • Exxon Mobile – Colombia and The Caribbean

Mediabrands has won the Exxon Mobile account in Colombia and The Caribbean. The account will be managed in Mediabrand Miami and Colombia.

  • Renault – Mexico

Renault Mexico drives leads with Social Media.

  • British Airways – Global

BA has picked Team WPP to handle its global digital duties, following a final shoot-out against SapientNitro and AKQA. Seventeen agencies pitched for the account.

Team WPP will be tasked with handling all of BA’s online marketing activity including social media campaigns and banner ads. Team WPP will take over the digital duties from incumbent TBWALondon.

  • Heineken – Global

Heineken is planning to roll out Strongbow Gold and has appointed Work Club to handle the digital marketing activity.

  • HTC – Global

The smartphone manufacturer HTC has appointed Mother to manage its global communication. HTC decided to look for a “single global brand idea.”  Also Deutsch and Saatchi & Saatchi pitched for the account.

  • Lar Center – Brazil

The Brazilian shopping Lar Center has appointed Age Isobar to handle its communication in the country.

  • CasaPark – Brazil

Agnelo Pacheco has been chosen to handle the CasaPark account in Brazil.

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.

  • HTC – Global

La compañía manufacturera de smartphones HTC nombró a Mother como su agencia global de comunicación. La idea de la compañía es aunar en un solo concepto global de marca. Deutsch y Saatchi & Saatchi también participaron de la contienda.

  • British Airways – Global

BA escogió a Team WPP para que se encargue de la comunicación digital global de la aerolínea. Entre las tres finalistas también se encontraban las agencias SapienNitro y AKQA. Team WPP se encargará del manejo del marketing digital, redes sociales y banners. Anteriormente TBWA Londres manejaba la cuenta.

  • Renault – México

Renault México aumenta sus ventas a través de las redes sociales

  • Heineken – Global

Heineken está planeando el lanzamiento de Strongbow Gold y nombró como encargada de la campaña digital a la agencia Work Club.

  • Lar Center – Brasil

El shopping de decoración y muebles brasilero Lar Center designó a Age Isobar para que se encargue del marketing en el país.

  • CasaPark – Brasil

Otro shopping de decoración y entretenimientos brasilero, CasaPark, nombró a Agnelo Pacheco para que se encargue de sus acciones de mercadeo.

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)

Enrique Tron, Director de Comunicación para Unilever México, ha sido parte del mundo publicitario latinoamericano y panregional durante mucho tiempo. En los 90´s trabajó para una agencia en Miami y ahora es el mayor ejecutivo de Unilever en México. Allí es responsable de las operaciones de mercadotecnia panregionalmente en Latinoamérica y en México.

Enrique fue uno de los conferencistas del Festival de Medios Latinoamericanos en Miami la semana pasada, en donde realizamos la siguiente entrevista:

Portada: ¿Cómo compra medios Unilever en Latinoamérica?

Enrique Tron: “Tenemos tres centros regionales. Cada uno de estos centros comercializa las marcas de Unilever panregionalmente. Un centro está ubicado en México, el cual lidero. Entre las marcas que manejamos se encuentran Knorr, la unidad de Helados y Soy Beverages. El segundo centro está liderado por Maria Luisa Lopez y se encuentra en Brasil. Maria Luisa se encarga de marcas como Hellmann´s y productos para el hogar. El tercer centro se ubica en Argentina y se encarga fuertemente de las marcas para el cuidado personal, liderado por Ezequiel Jones. Estos tres centros trabajan en conjunto y son los que se encargan de las estrategias de mercadeo”.

Portada: ¿Cómo pueden comprar medios panregionalmente y aún así tener relevancia en los mercados locales?

Enrique Tron: “Buscamos ideas con pasaportes, que sean fácilmente adaptables a los mercados locales. Además tenemos una agencia para toda la región, Initiative. Hay que poseer eficiencia para manejar marcas panregionalmente, pero la activación local necesita ser diferente. Por esto es que trabajamos con ideas que puedan viajar pero que también puedan ser implementadas localmente”.

Portada: ¿Qué es lo que todavía se necesita de los medios panregionales?

Enrique Tron: “La TV por Cable ha desarrollado una alta penetración en la región, pero como anunciantes todavía necesitamos mayor consistencia en el enfoque de otras plataformas mediáticas como los medios impresos o los espacios públicos. Todavía es un desafío que surjan planes integrales y contenidos que a la vez tengan un sabor local. Hoy en día el debate se centra más en los contenidos que en las plataformas mediáticas”

Portada: ¿Qué diferencias encuentra entre los diferentes mercados de Latinoamérica?

Enrique Tron: Brasil y Argentina son los mercados más creativos, por delante de México. Brasil posee el mercado más convincente, pero no pueden crecer consistentemente en la región. Se encuentran haciendo cosas geniales: iniciativas privadas, políticas macroeconómicas, etc.

Portada: ¿Beneficiará Brasil al resto de la región?

Enrique Tron: “No estoy seguro. Brasil se está robando demasiada atención”

The National Association of Hispanic Journalists is disappointed by the lack of news coverage of the Latino community in Time, Newsweek and U.S. News & World Report.

According to a study conducted by Arizona State University's Walter Cronkite School of Journalism and Mass Communication, in conjunction with NAHJ.

NAHJ released the report last week during its 24th annual convention in Fort Lauderdale, Fla. The report, conducted by ASU's Dr. Dina Gavrilos, examined coverage of Latinos by Time, Newsweek and U.S. News & World Report.

The report found that out of 1,547 total stories published in 2005 by these three magazines,. In addition, out of these 18 stories, 12 focused solely on the topic of immigration.

This inaugural study also provided an in-depth analysis of the Latino portrayals found in these magazines. The analysis found that Latino immigrants were often portrayed as a negative and disruptive force in U.S. society.

Even so, the report found six stories about Latinos that portrayed them more positively. For example, these stories examined their growing political power and influence.

Time devoted a cover story to what it deemed the nation's 25 most influential Latinos that included profiles of activists, politicians and entertainers. Meanwhile, Newsweek published a cover story about Antonio Villaraigosa's historic election as the first Latino mayor of Los Angeles in nearly 150 years.

The report also found that out of the 1,547 total stories published, 214 (13.8 percent) mentioned or referenced at least one Latino. Although this number seems encouraging, the participation of Latinos in these stories was often not significant. These references occasionally included a Latino that was quoted as a source, but most often, they were merely passing mentions.

"We are proud to be part of this important study and congratulate Dr. Gavrilos and her team on their work," said Chris Callahan, dean of the Cronkite School at ASU. "We hope this benchmark study will help the news industry better understand and identify some of the issues associated with the coverage of Latinos so that news products are truly reflective of our diverse nation."

NAHJ commissioned this report because it sought to produce a companion to its annual research report on television network news coverage of Latinos (Network Brownout Report). It was the idea of NAHJ vice president of print, Rafael Olmeda, to focus on magazine coverage since these magazines are agenda setters for U.S. public discourse.

NAHJ selected ASU's Cronkite School to conduct the study after a nation- wide search for a research team.

d2h Partners has acquired Arenas Group, the first Hispanic entertainment marketing agency of its kind in Hollywood,. The transaction reflects the growing demand for of OTT marketing, D2C and Direct Response expertise.

Both the Arenas and d2H brands will keep their names and identity, complementing each other’s extensive experience, and offering services including Publicity, Promotions, Creative Advertising, Media and Direct Response, and Consumer Insights.  Founded by Santiago Pozo in 1988,  Arenas Group has worked on more than 600 films and television campaigns throughout its 31-year history. d2H Partners, led by branded response veterans Marcelino Miyares, Jr. and Patricia Testa, is a direct response advertising agency also specializing in the US Hispanic market.

Portada interviewed Santiago Pozo, Founder, Arenas Group and Patricia Testa, Managing Partner, d2H Partners.  They claim that “Arenas Group has always been a pioneer in the industry, and continues to stay ahead of the curve by bringing a deep understanding of the Hispanic values and culture to the studios. We are not a general market agency with a Latino arm, we are a Hispanic agency from top to bottom. ”

d2H Partners-Arenas Group: Changing Marketplace

Santiago Pozo
Santiago Pozo, Founder, Arenas Group

Asked about how the new agency will adapt to reflect the changes in Hollywood and Entertainment (e.g. Warner Bros recently announced that it will be distributing movies on HBO Max at the same time as in theatres, the agency executives answer that” the recent announcement made by Warner Bros is a result of the unprecedented times we are living in, and opens up new opportunities to tap into a Latino audience who prefers to enjoy movies with their families at home for financial reasons. We continue to craft relevant messages for our campaigns that resonate with the Latino community.”

The recent announcement made by Warner Bros is a result of the unprecedented times we are living in, and opens up new opportunities to tap into a Latino audience who prefers to enjoy movies with their families at home for financial reasons.

Asked about whether the fact that a DR (direct response) agency (d2H Partners is buying a more traditional agency (Arenas Group) reflects that DR and D2C, including OTT Marketing, expertise has substantially grown in demand, the executives answer that.  “The D2C environment is evolving, and the recent changes caused by the pandemic in how we consume entertainment, call for a more focused and direct approach. That is not to say that marketing and communicational programs traditionally used in the entertainment sector will disappear, but they will have to co-exist in a more D2C-focused marketplace.”

The marketing programs traditionally used in the entertainment sector will  have to co-exist in a more D2C-focused marketplace.
Patricia Testa
Patricia Testa, Managing Partner, d2H Partners

Arenas Group’s key accounts include Walt Disney Animation Studios, Disney+, Netflix, 20th Century Fox, Archdiocese of Los Angeles, Sony Pictures, Paramount Pictures, independent producers, etc., for which they have provided a variety of marketing services from Digital to Publicity, Promotions and Creative. d2H accounts include leading marketers in the Direct to Consumer (D2C) space, such as NuWave, the maker of the Bravo XL Oven. Great HealthWorks, one of the largest vertically integrated direct-to-consumer companies in the US specialized in health and wellness, with its cornerstone product, OmegaXL. On the lead generation front, client Lincoln Heritage Life Insurance markets Funeral Advantage, the leading final expense life insurance program in the U.S.

 

Performance marketing has become even more crucial in Latin America due to the rapid acceleration of e-commerce since the pandemic started. We talked to Juan Pablo Suarez, Head of Performance LatAm at Teads to better understand attribution modelling, the use of first party data, pricing and the ascent of third party marketplaces,

image.png

Juan Pablo Suarez is an experienced performance marketer. He is now leading Teads‘ Latin American performance marketing efforts. Suarez previously had senior roles at Kontent Room and Criteo,
Asked about how brand marketers should measure ROI on advertising spending, Suarez answers that “they should always talk about ROAS (Return on Ad Spend) or COS (Cost of selling) when looking at the return of advertising campaigns. The way it should be done is using a multitouch attribution model, so each media provider used can be measured according to its contribution.”

By using a multitouch attribution model each media provider can be measured according to its contribution

Performance Marketing: Setting the Price

Suarez notes that in order to set an appropriate price per consumer action (e.g. click, conversion etc), he asks his clients to  to set a conversion benchmark depending on the product category, vertical and type of conversion. “For example it’s harder to convert a lead than to achieve the sale of a retail product, such as electronics.” He adds that the media inventory is bought  on a dynamic CPM and CPC basis. The trick is to find the lowest possible CPM in order to reach the client’s KPI.

The trick is to find the lowest possible CPM in order to reach the client’s KPI.

According to Suarez, “in order to optimize toward conversions, he finds it best to impact users that have not

Juan Pablo Suarez, Head of Performance LatAm, Teads

interacted with the brand yet and have not made a specific action within their site. “This is why Teads’ AI was built to find new users, to ensure we’re adding value to our clients by driving new qualified traffic.”
Suarez says that he can offer first party data to his clients, taking into account all legal regulations in order to avoid any misuse. However, “if we keep targeting the same users that are already familiar with the brand, there would be no increase in traffic, actions and potentialsales, since the users impacted remain the same.”

Third Party Marketplaces and Performance Based Marketing

Third Party marketplaces including Mercado Libre, Amazon and Rakuten are becoming very important for brand marketers in Latin America. Many regional and local retailers, including multi-vertical app companies Rappi and Grupo Exito have launched or are about to launch their media sales operations. Performance based marketing needs to take this fact into account. Suarez notes that
“Teads is currently working with major marketplaces in some countries in LATAM. In addition to this, since supermarkets and top retailers have seen an increase in ecommerce demand, we are leveraging our relationship with them implementing Teads’ technology in order to provide additional insights to clients beyond standard campaign information. We have put this into practice with Cencosud in Colombia and Falabella in Peru and Argentina.”

We are leveraging our relationship with retailers including Cencosud and Falabella to provide additional insights to clients.

The Ascent of Social Selling

Social selling, direct selling over social media properties like Instagram has become very important, particularly in social media over-indexing Latin America.  E-commerce marketing initiatives may be well advised to take this into account and be based on performance based marketing.   Suarez emphasizes that “the power of social media is based on the P2P recommendation and the massive penetration it has in the region.”
“Certain markets, such as Colombia, have seen the usage of Whatsapp as a great tool for social selling. Social Media is definitely a potential channel, but brands still need to be cautious because of all the heat social receives due to fake news, lesser attention for ads, and unsafe environments,” Suarez concludes.

 

image.png

JD Peet’s, Casai, Mastercard, Forever 21, Mondelez, Heineken and more brands targeting the Latin American consumers right now.

image.png

  • JD Peet’s

JD Peet’sJD Peet’s announced the acceleration of its digital advertising and marketing programs through the appointment of Havas as its global media agency outside North America. The expansion of a long standing relationship between JDE and Havas will see the Vivendi-owned Havas Media Group (HMG) network become responsible for all media across 54 markets both online (digital) and offline for coffee and tea brands including Jacobs, L’OR, Senseo, Tassimo, Ti Ora, and Douwe Egberts. The new partnership will be fully operational by January 2021 and follows a competitive review conducted by JDE Peet’s over the last 6 months.
JD Peet’s is the world’s largest pure-play coffee and tea group by revenue, serving approximately 130 billion cups of coffee and tea in the financial year ended 31 December 2019in more than 100 developed and emerging countries.

  • Casai

CasaiMexico-based hospitality startup Casai has landed US $48 million for its Series A round.Casai  draws its name from “Casa Intelligente,” or “smart home”. The idea behind Casai is that travelers get luxury amenities, locally sourced designs for apartments, and high-tech features throughout the unit, such as keyless check in and smart home devices. Casai doesn’t own the units, but makes arrangements with landlords (often revenue-sharing models), and the units are exclusive to Casai. Casai has nearly 200 units in Mexico City, and is exploring expanding into other areas of Mexico and into Brazil. The new funding will be used to invest in research and development for the company’s smart home technology and to expand the team. The Series A includes $23 million in equity funding and up to $25 million in debt financing from Triple Point Capital. Andreesen Horowitz led the round.

  • Mastercard

Mastercard launched a regional campaign on the occasion of the reopening of Latin America and the Caribbean after its Covid-19 confinement. “Lo Esencial”, the name of the campaign,  is based on three pillars: security in online and contactless purchases, support for local communities and businesses, and strengthening the company’s network of alliances to create solutions addressing the  new normal. According to a survey carried out by Mastercard in 13 Latin American countries,  Latin Americans now feel a greater appreciation for their families; in addition to a greater interest in health (47%), in investing time in oneself (41%), in mental health (32%) and in spending time with friends (26%). Roberto Ramírez Laverde, Senior Vice President of Marketing and Communication of Mastercard Latin America and the Caribbean, tells Portada that the campaign is running until the end of the year and will likely also run in the first quarter of 2021. The campaign is using media vehicles including Pay TV, put of home, social, online video and display. The campaign has been created in Latin American headquarters in Miami with input of all Latin American local teams. Mastercard’s creative agency McCann and media buying agency Carat also provided support. (Read our full INTERVIEW with Ramírez in Spanish: “Roberto Ramírez explica 4 elementos clave de la innovación digital en Mastercard.”)

  • Forever 21

Authentic Brands Group (ABG), a global brand development, marketing, and entertainment company, and AR Holdings, a Latin American-based brand and retail operator,  announced a partnership to grow Forever 21 across the territory. AR Holdings will drive Forever 21 across all channels in the region including its ecommerce, wholesale, and 26 retail locations in Chile, Colombia, Costa Rica, Dominican Republic, Ecuador, El Salvador, Guatemala, Panama, and Peru. “Over the last eight years, Forever 21 has established a strong foothold in Latin America and we are excited to launch the next phase of its growth in the region,” said Jarrod Weber, Group President Lifestyle, Chief Brand Officer of ABG, owner of the Forever 21 brand. “AR Holdings is an experienced leader in the Latin American retail market with vast expertise in the fashion, home, and restaurant industries. We look forward to kicking off this long-term partnership.” “Our partnership with ABG for Forever 21 in nine countries across Latin America is a major accomplishment for AR Holdings and clearly reflects our determination to continue growing our business throughout the region,” said John Keith, President AR Holdings.  ABG and SPARC Group,a  global enterprise that designs, sources, manufactures, distributes, and markets apparel and accessories, acquired Forever 21 earlier this year with the initial strategy of positioning the retailer for sustainable growth. Through this strategic partnership, AR Holdings will continue to offer Forever 21’s global assortment of on-trend merchandise for women, men, and kids at a compelling value across LATAM and through a dedicated ecommerce platform, which will launch in 2021.

Portada Live AmericasJOIN US AT PORTADA LIVE Americas May 19, 2021

At this exclusive virtual event, Brand Decision Makers and Marketing Service Suppliers from all over the Americas will share and accelerate knowledge on topics including content marketing, e-commerce marketing and leveraging MarTech. To find out about virtual networking solutions at Portada Live

 

  • Pepsi

PepsiPepsiCo announced the extension of its partnership with the UEFA Champions League for the 2021/22 – 2023/24 seasons. The continuation follows PepsiCo’s recent announcement of its multi-year premier partnership with UEFA Women’s football through 2025, now presenting a unified and significant presence across football’s prestigious league. SodaStream© joins PepsiCo’s starting brand line-up for its UEFA Champions League activation, alongside the Pepsi® trademark – including Pepsi MAX, Lay’s® and Gatorade™. Doritos®, Ruffles®, Lipton® and 7UP® will also support.

  • Mondelez

MondelezMondelez International has awarded its global content production and management account to MediaMonks and Publicis Groupe after a competitive pitch to consolidate the business. MediaMonks, part of Sir Martin Sorrell’s S4 Capital, will manage the confectionery and snack food group’s global tech infrastructure, global websites and content production for North America, Latin America, Asia, the Middle-East and Africa. The owner of brands such as Cadbury, Oreo, Philadelphia, Ritz and Trident is one of the world’s largest advertisers, spending US $1.21billion on advertising expense in 2019

  • Heineken

Dentsu Red Star, which currently holds the majority of Heineken global billings, will become the sole media agency, HeinekenHeineken is moving all media buying and planning services to dentsu as of 1 January 2021,  as Heineken evolves its media operating model. The move aims to maximize its global media investment to drive sustainable business growth. As a partner, dentsu will be implementing a future media model allowing Heineken to access more specialist capabilities and talent to accelerate the growth of its brands. Publicis Groupe will retain media duties in its home country of France. On the creative side, Heineken together with Publicis Groupe, will be creating Le Pub, a new creative agency model headquartered in Amsterdam. With a team across Amsterdam and Milan and powered by Epsilon and Publicis Sapient, the new model will integrate creativity, data and brand experience for Heineken.  According to the brand, the creation of Le Pub demonstrates that “innovation is at the heart of the Heineken brand’s marketing and communication strategies”. “Innovative in both structure and approach, the new model will deliver greater agility, localisation and personalisation at scale for Heineken,” the release added.

image.png

GlobalWebIndex (GWI) published the findings of its extensive research into the global consumer trends that are shaping not just consumer behavior, but also their feelings, motivations, and attitudes now and for the year ahead.

The annual ‘Connecting the dots’ report, compiled from 700,000 interviews across 46 countries, explores how internet users are changing the way they act, think, and feel, in line with events around the world.

Livestreaming commerce is rising as the new medium for online shopping.

global trend 2021
Jason Mander, Chief Research Officer at GWI.

“2020 has spanned a pandemic, global lockdowns, the Black Lives Matter movement, extraordinary wildfires in Australia and the Americas, the rise of TikTok, US elections, to name but a few. The world has changed, and so have consumers. Through Connecting the dots, you won’t just know what the biggest behavioral shifts were in 2020, you’ll see what’s been driving them, and how to take advantage. This, coupled with a harmonized global perspective, can help give confidence that what you’re seeing isn’t just a regional fad. In an era defined by universal change, context is king. Without it, distinguishing between hype and reality is even more difficult” said Jason Mander, Chief Research Officer at GWI.

Connecting the dots 2021: Zero in on what matters

Explaining the report’s scope, Jason Mander said: “We zoomed into consumers around the globe, and connected the dots to identify eight key trends. From new flexible working patterns to livestream digital shopping, ethical consumerism, mental health and coronavirus, one thing is clear; uncertainty rules the day. Against this complexity, this report provides clarity and perspective. We identified both best and worst case scenarios to help us all navigate our way through 2021 to stand out and meet the expectations of the global population.”

One thing is clear; uncertainty rules the day.

These are the key trends to watch out for in 2021:

A green awakening: make sustainability part of the recovery in 2021 

The first wave of lockdowns had an unexpected upside: we began a new chapter in our relationship with the environment. However, any gains look set to be wiped out as normality returns. Cynicism is also set to make a comeback. Consumers have gone from seeing a bright future ahead to feeling pessimistic – and this backlash will ensure green values are a hot topic through 2021 and back on top of the agenda.

Environmental optimism since COVID-19
% of global internet users who say the environment will get better in the next 6 months
Q3 2019Q4 2019Q1 2020Q2 2020Q3 2020
4142415346

The digital storefront: how livestreams will support ecommerce 2.0

The explosive growth of TikTok, the rise of influencers, and the need for brands to distinguish themselves online. Livestreaming commerce is rising as the new medium for online shopping. This will be a new battleground for retailers and may bring community and entertainment to ecommerce – elements it currently lacks, yet consumers state it would encourage them to buy products. As shopping becomes increasingly digitized, livestream commerce is a key way to create a more interactive, entertaining experience that consumers crave. More about ‘the digital storefront’.

It’s a kindness magic: brand purpose will need to shift

As the COVID-19 crisis develops, businesses will need to think through their responses beyond short-term crisis management. This includes building new ways of doing business that bake in kindness and empathy at their core. Serving up PPE and hand sanitizer worked well at the time, but next year will need more focus on individual consumers and how to support them during times of hardship.

New expectations on brands 
% of internet users in 7 countries who want brands to put more focus on the following 
Supporting people during COVID-1956%
Being eco-friendly51%
Supporting/being vocal about social causes (e. g. equal rights, poverty etc)41%

More than lockdown blues: the looming mental health crisis

The effects of the current health crisis will usher in another one in 2021 – the mental health crisis. Businesses will need to take the same proactive approach that they deployed in the early stages of the corona meltdown. When asked what consumers are more concerned about,  almost a third (31%) stated mental health and wellbeing compared to 29% who said a COVID-19 vaccine.

All work, no play: the 9-5 model is sapping productivity

Looking ahead, bosses will be torn between pulling the troops back in or continuing with remote working. The latter may be the smarter decision. Not only can it whip up business performance during an uncertain time, but also boost productivity and employee satisfaction – when combined with flexible working. Office staff are 32% more likely to say they are allowed to work from home since 2019. In comparison, there’s just a 5% increase in those stating that they are now more likely to work flexible hours.  

Coming of age: a generation-defining year for Gen X and boomers

2020 is a “generation-defining” year. This is especially true for the mature age groups. Generation X and baby boomers have increased their reliance on the internet and online shopping, which looks to be permanent. As many populations are aging, the older groups’ market power is soaring. Their decisions and behaviors will be more impactful than you might think. Online grocery shopping alone in the U.S. has grown by 57% among Gen X and baby boomers since Q3 2019.

Data for good: nurturing the new relationship between consumers and online privacy 

The hot topic of data privacy seems to be cooling off as we head into 2021. In the recent past, scandalous exposures have fueled an ever-growing concern among consumers. But with the advent of contact-tracing apps, consumers are more accepting of data as a public good. In 2013, 56% of internet users were concerned about the internet eroding their personal privacy. By 2019, this had climbed to 61%. Fast-forward to 2020, however, and the pattern has muddied. Some privacy concerns have actually declined in the wake of COVID-19. As Google prepares to kill off the cookie, publishers might just have a new way to influence consumers with the value of first-party data.

There’s no place like home: the pandemic is reshaping city life  

Many predicted that COVID-19 would lead to the death of the city. If you can work from home, why not move to the countryside? But actually, research highlights that most countries are still urbanizing, with cities in the west evolving, not dying. Night-time and service economies have been badly hit, but city dwellers will come to value other aspects of their environment, from the local neighborhood stores to their home interiors.

The Big City Appeal
% of urbanites in the following countries who would choose to continue living in the city
IndiaChinaBrazilGermanyUKFranceUSA
90%88%83%79%74%71%70%

Methodology: 

  • GWI’s Connecting the dots 2021 trend report figures are drawn from its online research among internet users aged 16-64*. The figures represent the online population of each market, not its total population. Each year, GWI interviews over 700,000 internet users via an online questionnaire for our core dataset.

*GWI USA is representative of internet users aged 16+

Hershey, Clorox, Booking.com, Pernod Ricard, Heineken  and Dunkin’ more brands targeting the U.S. consumer right now.

  • Hershey

HersheyCandy giant Hershey is reviewing its U.S. media agency roster. The review will encompass services across all paid media, including linear, digital, social, programmatic and retailer, for Hershey’s U.S. candy, mint and gum business. All incumbent agencies including UM are invited to pitch. Hershey’s recorded advertising expenses of US $513 million last year, according to its latest annual report.

  • Clorox
    According to a CNBC article, Clorox is intending to increase its ad budget in the current quarter. The company increased spending on advertising by almost 30% in Q3 and Linda Rendle, who took over as chief executive in September, expects spending to be up again in the current Q4 quarter. The company’s increased advertising spending followed a 14% spend gain in the March quarter and 28% in the June quarter. 
  • Booking.com

Booking.comBooking.com launched an “America is for Everyone” campaign with a full-page ad in The New York Times supported by a US $1 million investment in media placements, including Twitter’s 24-hour promoted Trend and influencer collaborations. The push spotlights properties in communities across America that have a strong international influence, such as Little Ethiopia in Silver Spring, Md., and Germantown in Frankenmuth, Mich.

 

Portada LiveJOIN US AT PORTADA LIVE March 24, 2021

At this exclusive virtual event, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and marketing technologies. To find out about virtual networking solutions at PortadaLive involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • Pernod Ricard

    Pernod RicardPernod Ricard invited brands to join its #EngageResponsibly initiative, which suggests marketers report their “hate footprint” based on media spend on leading platforms and offset their negative footprint by donating money to groups that fight hate speech. Through this effort, Chief Marketing Officer Pam Forbus says they wish to “bring more awareness to the issue and bring it to brands so they can decide if they want to be marketing responsibly [or] endorse these platforms that might have more hate on them.”
  • Heineken

    HeinekenHeineken is moving all media buying and planning services to dentsu as of 1 January 2021. Dentsu Red Star, which currently holds the majority of Heineken global billings, will become the sole media agency, as Heineken evolves its media operating model. The move aims to maximize its global media investment to drive sustainable business growth. As a partner, dentsu will be implementing a future media model allowing Heineken to access more specialist capabilities and talent to accelerate the growth of its brands. Publicis Groupe will retain media duties in its home country of France. On the creative side, Heineken together with Publicis Groupe, will be creating Le Pub, a new creative agency model headquartered in Amsterdam. With a team across Amsterdam and Milan and powered by Epsilon and Publicis Sapient, the new model will integrate creativity, data and brand experience for Heineken.  According to the brand, the creation of Le Pub demonstrates that “innovation is at the heart of the Heineken brand’s marketing and communication strategies”.“Innovative in both structure and approach, the new model will deliver greater agility, localisation and personalisation at scale for Heineken,” the release added.

 

  • Dunkin’ Introduces Colombian Coffee

    Dunkin'

    Dunkin’ announced that it will be introducing its first-ever single-origin coffee blend at locations across Massachusetts. The Canton-based coffee chain’s newest java blend — 100 percent Columbian coffee — offers well-balanced taste in a bright and crisp medium roast, with notes of sweet fruit, brown sugar, and toasted nuts. The original blend, decaf, and dark roast coffee blends will continue to be offered on Dunkin’s menu. “Over the past 70 years, Dunkin’ has built a unique personal connection with coffee drinkers who count on us for that perfect cup, made just the way they want it,” said Jill Nelson, Vice President of Marketing Strategy. “With the launch of our first single-origin hot coffee, 100 percent Colombian, we’ve turned to one of the most famous coffee-growing regions in the world to bring our guests in Massachusetts an even more high-quality variety with a nicely-balanced taste.”
    Dunkin’ and Inspire Brands announced that the later company is purchasing Dunkin’. “Dunkin’ and Baskin-Robbins will be operated as distinct brands within Inspire. “By joining Inspire, these brands will add complementary guest experiences and occasions to our current portfolio,” said Paul Brown, co-founder and CEO of Inspire. It remains to be seen whether Inspire and Dunkin’ will be consolidating media and creative agencies.

     

 

 

 

 

 

 

 

 

 

Portada 2021 Marketing conferences: We are very excited to announce the expansion of our knowledge sharing and networking platform for brand marketers. After a very successful Portada Live 2020 event in October (check out this VIDEO),  the marketing community will be meeting at exclusive by invite only brand decision maker workshops and interactive networking events on March 24, 2021 and May 19, 2021.

2021 Marketing Events
At our Portada Live March 24 exclusive by-invitation-only virtual marketing conference Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including
e-commerce marketing, marketing technologies and multicultural marketing.

Participants can expect the following tangible deliverables:

  • Portada ConnectPortada Connect: 200+ virtual 1:1 meeting between prequalified brand decision makers and marketing service suppliers. Each participant can choose between 4, 8 and 12 meeting packages.
  • 100 + Brand Decision Makers attending the virtual event
  • 1 Collaborative Knowledge-Sharing Session
  • 1 Brand Marketer Challenge Session
  • 1 Detailed Case Study
  • 1 Partner Solution Approach Session
  • 1 Exclusive Event Recap Document including all the Marketing Intelligence Shared at the Workshop

2021 Marketing Conferences – How it works: Brand Marketers Drive Content…. 

The content of these by invitation only exclusive meetings is driven by brand marketers belonging to the Portada Council System who represent the most dynamic sectors of the U.S. economy, including many Fortune 500 companies. These brand decision makers choose topics they want to learn from their peers about as well as solutions they need from the marketing services supplier community. 
The emphasis on cutting edge timely content selected by brand marketers shows in a satisfaction survey done after Portada Live 2020.  From a scale from 1 to 5, brand marketers who attended the Portada LIve, Oct. 14 meeting rate the content at 4.4 points.

From a scale from 1 to 5, brand marketers who attended the Portada LIve, Oct. 14, 2020  marketing conference rate the content at 4.4 points.  

Companies represented in the Portada brand marketer network (Portada Council System) include Wells Fargo, Cox Communications, Emporio Armani Retail Americas, Constellation Brands, Newell Brands, Autozone, Nutrabolt, Curacao, Scotiabank, Hilton, SAP, Curacao, Pepsico,  Northgate Markets, Subway, Cardenas Markets  and dozens more of both Fortune 1,000 companies and up and coming corporations with substantial marketing budgets.

… and Marketing Services Suppliers Provide Solutions

Tom Cook
Tom Cook, Chief Creative Officer, Bear In The Hall

According to Tom Cook, Chief Creative Officer, Bear In The Hall, “the Portada team was true to its word in fulfilling the expectations of those who participated in the workshops and  1:1 meetings.”

Ariela Nerubay
Ariela Nerubay, CMO of Curacao

“Through Portada, I have met new solution providers and we are already working with them,” notes Ariela Nerubay, CMO of Curacao. According to a survey of marketing service suppliers attending Portada Live 2020 on October 14. “On average marketing service suppliers expect to close business with 2.7 brand marketers they met at the exclusive virtual marketing conference,” says David Karp, Sales Director at Portada. According to Karp, “Here’s an extraordinary opportunity

David Karp
David Karp, VP Sales, Portada

for Marketing Suppliers to get pre-selected 25-minute meetings with senior-level marketing buyers who are normally very difficult to reach. Let us help you customize a schedule of 4 to 12 guaranteed meetings to assist you in your new business development efforts.”

The Portada team was true to its word in fulfilling the expectations of those who participated in the workshops and  1:1 meetings.

 

Marketing Conference Structure: Gain Key Insights and New Partnerships in Less than 6 Hours

A proven event management methodology and a virtual format allows brand marketers and marketing service suppliers to achieve their peer-to-peer learning and business development objectives in less than 6 hours. Each Portada Live virtual marketing conference has the following structure:

  • 12 pm-1pm (est): Brand Marketer-driven content programming: One 35 minute Knowledge-Sharing Session and a 20 minute Research Spot light Presentation.Marketing Conferences– 1pm -3 pm: Portada Connect Virtual one-one-meetings of two different types: Type 1: Between pre-qualified brand marketers and pre-qualified marketing service suppliers. Type 2: Between brand marketers and other brand marketers.
  • 3pm-4pm: Brand Marketer-driven content programming. With one 20 minutes Partner Presentation providing a solution to a need from the brand marketing community and a 30 minute Brand Marketer Challenge presentation.

    Marketing Conferences-4pm-6 pm: Portada Connect Virtual one-one-meetings of two different types: Type 1: Between pre-qualified brand marketers and pre-qualified marketing service suppliers. Type 2: Between brand marketers and other brand marketers.
    CHECK OUT this video of a recent event.

2021 Marketing Conferences: Portada Live Americas, May 19

Portada Live AmericasPortada Live Americas, May 19, 2021  will bring brand marketers and service suppliers from Latin America, Canada and the U.S to discuss key themes including Latin America E-Commerce, Digital Transformation and more.

Participants can expect the following tangible deliverables:


– 100 + Brand Decision Makers
– 1 Collaborative Knowledge-Sharing Session
– 1 Brand Marketer Challenge Session
– 1 Detailed Case Study/Knowledge-Sharing Session
– 1 Partner Solution Approach Session
Marketing ConferencesPortada Connect: 200+ virtual 1:1 meeting between prequalified brand decision makers and marketing service suppliers. Each participant can choose between 4, 8 and 12 meeting packages.

– 1 Exclusive Event Recap Document with all the Marketing Intelligence Shared 

An Ideal Complement to Portada’s Strong Editorial Voice and Digital Properties

In addition to its thriving marketing conferences, Portada has a long history of editorial credibility in the marketing, media and technology sectors. In January 2021, Portada will be publishing MarTech 2021: What Brand Marketers Need, a survey aggregating the answers regarding marketing technology choices of hundreds of brand marketing decision makers in the Portada network. The survey results will be heavily publicized via Portada websites, e-blasts and social media properties. It also offers great opportunities for Portada partners to contribute intelligence.

In addition,  Portada’s digital media properties www.portada-online.com and mercadotecnia.portada-online.com/ with a combined targeted reach of more than 60,000 uniques/month are available year-round with brand marketing news and analysis, weekly newsletters as well as powerful LinkedIn influencers and the Li Group “Where Marketing Innovators Meet”.

Interested to know more? Please email Sales Director David Karp at David@portada-online.com., or simply schedule a call with him HERE

Sales Leads US: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

For prior Sales Leads US editions, click here.

  • Shasta Pools 

Colling Media, a national digital advertising and marketing agency, continues its growth by adding Shasta Pools to its prestigious roster of clients. Colling Media has been named as Shasta Pools’ Agency of Record and has been retained to create and execute an advertising and marketing campaign designed to increase awareness of Arizona’s #1 pool company.Starting as a family business in 1966, Shasta Industries is the #1 Phoenix new pool builder, having designed and built over 86,000 swimming pools, remodeling over 34,000 swimming pools, run hundreds of thousands of service calls, built 100’s of commercial pools and providing pool products all over the nation and globe thru A&A manufacturing and Xcel Surfaces.

  • Nestlé 

Nestle SA has agreed to sell its U.S. ice cream business to Froneri in a deal valued at US$4 billion, moving control of brands including Häagen-Dazs to a joint venture the Swiss group set up in 2016. Froneri was created after Nestle merged its European ice cream business in 20 countries with R&R, a unit of French private equity firm PAI Partners.With operations in regions including Latin America and Asia, it is one of the largest ice cream companies in the world with a turnover of around 2.9 billion Swiss francs ($2.91 billion) as of last year.Wednesday’s deal expands Froneri’s reach to the United States and is expected to add US$1.8 billion to annual sales.Nestle owns the rights to Häagen-Dazs in the United States, while Yoplait maker General Mills (GIS.N) sells the premium brand in non-U.S. markets.The deal is expected to close in the first quarter of 2020 following regulatory approvals, Nestle said.Nestlé will continue to run its remaining ice cream businesses in Canada, Latin America and Asia.

  • Sephora 

Sephora has launched a North America Media review, according to an invite to pitch obtained by Ad Age. The review will begin immediately and will last for about four months. The document stated the U.S. portion of the review will cover media strategy, planning and buying for all media channels excluding addressable TV. The invite also included a non-disclosure agreement that prevents agencies from discussing the review with the media. Should the agency accept, the invite read, it would receive an RFI. Global management consultancy ID Comms will manage the review. A decision is expected to be made in March, according to the people close to the process. Sources close to the review said that the account is worth approximately US$250 million.The review will not affect other LVMH brands including Dom Pérignon, Benefit Cosmetics, Marc Jacobs and Céline.

  • GlaxoSmithKline

GlaxoSmithKline has consolidated all Pfizer consumer healthcare media with Publicis Groupe following a joint venture the pharmaceutical announced in late 2018.Publicis Media will service the work with platformGSK — a bespoke shop it launched after winning the US$1.7 billion GSK media business. The move brings together brands such as Panadol, Anadin, Aquafresh and ChapStick under one roof with the creation of a new company with annual sales of $12.7 billion. The Pfizer consumer healthcare media is estimated to be valued at around $400 million. The move brings together brands such as Panadol, Anadin, Aquafresh and ChapStick under one roof with the creation of a new company with annual sales of US$12.7 billion.

2019/2020 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

  • Hawaiian Airlines 

Hawaiian Airlines, the largest airline in Hawaii,  is sending lead media and creative duties to Interpublic Group of Cos.’ Mediahub and MullenLowe respectively following a review, Adage reports. The airline operates between 13 North American gateway cities and the Hawaiian islands.MullenLowe and Mediahub will handle the account from their office in El Segundo, California. Hawaiian Airlines previously worked with Anthology Marketing Group in Mountain View, California, and Publicis Sapient. Hawaiian Airlines spent US$2.7 million on measured media in the U.S. in 2018 and US$3 million during the first half of this year, according to Kantar.

Sales Leads US: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

A summary of the most relevant consumer insight research in the U.S. and U.S. Hispanic markets. If you’re trying to keep up with the latest happenings, this is your one-stop shop.

  • Conviva’s recent report on the state of streaming shows overall streaming has increased rapidly, with viewing hours up 53% year over year. Roku remained the most popular way to stream in Q3, up 73% year over year to capture 25% of all viewing hours. NFL streaming tallied a 77% increase in plays led by mobile devices, up 109%. For top streaming providers’ social accounts Facebook led in followers, Instagram led in engagements, and YouTube led in social video views.

 

  • U.S. President Donald Trump’s approval ratings are underwater among Hispanics in Florida according to a statewide survey of 600 voters conducted by the Business and Economics Polling Initiative (FAU BEPI ) in Florida Atlantic University’s College of Business. The poll shows Hispanics overall have an unfavorable opinion of Trump, with 48% disapproving of his job performance, while 31% approve, and 22% are undecided. Trump’s approval is underwater with Puerto Ricans at 64% disapproval and 19% approval. However, those from Mexico are split, with 43% disapproval and 38% approval. Cubans provided a bright spot for Trump, with 47% approval and 28% disapproval.

 

  • According to the new study Pet Population and Ownership Trends in the U.S: Dogs, Cats, and Other Pets, 3rd Edition by Packaged Facts, more than half (54%) of American households have a pet, and households with pets will total 67 million in 2019. The two most popular pets, dogs and cats, live in 39% and 24% of U.S. households, respectively. One in eight households has other pets—including fish, birds, reptiles, or small animals such as rabbits, hamsters or gerbils. A key trend shaping today’s pet owner population is its increasing diversity. Compared to a decade ago, pet owners are now more likely to be a member of a multicultural population segment (28% in 2018 vs. 22% in 2008).

 

  • A new study by Twilio has found consumers prefer email and text when talking to brands, despite a wide availability of channels. The survey, which includes responses from 2,500 global consumers, also concluded that consumers are more likely to reward businesses that adhere to their preferred channels. The study found include that channel, frequency and timing will influence consumer behavior and sentiment, as 94% of consumers reported they are annoyed by the current communications they receive from businesses, citing high communication frequency (61%), irrelevant content (56%), not remembering opting in (41%) and being contacted on the wrong communication channel (33%) as the reasons.

 

  • A new U.S. nationwide survey by Genesys of 800 consumers over the age of 18 has concluded that 68% have positive interactions with customer service bots. While 21% say they can “almost always” resolve their issue through a bot without escalation to a customer service representative, 47% say they can do this “more than half of the time.” Moreover, 73% of respondents are open to dealing with a chatbot, even though half (51%) say this is only when the issue is simple or transactional, such as checking account balances, resetting passwords or confirming order status. 

 

  • According to research firm Toluna, 58% of U.S. consumers of all age groups identify themselves as being ‘extremely’ or ‘very’ environmentally conscious, with almost half (45%) of those aged 18 to 34 stating that it is extremely important to buy goods that are produced in an environmentally friendly way. More than a third (37%) of the 1,000 U.S. consumers who took part in the survey say they seek out and are willing to pay up to 5% more for environmentally friendly products.

Portada is thrilled to announce the list of finalists that will yield the winning topics to be addressed at Portada Los Angeles 2020. Council System members will vote for their favorites on November 14.

Portada is revealing the list of 9 finalist topics to be addressed at conference sessions during Portada Los Angeles on April 2, 2020. These topics have been chosen by members of the different Portada Council System units. At the November 14 Happy Hour presented by Digo Hispanic Media, marketers who are members of the Portada Council System, will vote for the winning topics for the three main Portada Los Angeles speaking slots: Keynote, Consumer Insight Highlight, and MarTech Solution Spotlight.

Due to the resounding success and growth of the Portada Council System over the last year, going into 2020 we want to make sure that our event programming mirrors the preferences and needs of the brand marketers and first-class marketing service suppliers in our system,” says Marcos Baer, president of Portada.

Finalist topics per speaking slot for Portada Los Angeles 2020 

Brand Star Committee meeting during Portada New York
Brand Star Committee, a unit of the Portada Council System meeting during Portada New York

Brand Marketer Driven Event Programming…

At their in-person meeting at Portada New York, the first-rate brand and media agency decision-makers who are members of the Brand Star Committee, Agency Star Committee and Sports Marketing Board suggested topics for each of the speaking slots. Each Council System unit nominated one finalist per category (see above).

 


…with the final vote at the Happy Hour & Council Content Choice, Nov. 14

On November 14, Portada Council System members will gather at the Happy Hour & Council Content Choice presented by
Digo Hispanic Media,
 where Portada’s Council System members will vote for the winning topics to be addressed at the three Portada Los Angeles speaking slots on April 2, 2020.

“We’re thrilled to present the first Portada Happy Hour & Council Content choice,” commented Augusto Romano, CEO of Digo Hispanic Media. “It’s a great way to advance our partnership with Portada, which has been of great benefit to our company. Having the support of this great team to accelerate our market entry has greatly facilitated the process.”

If you are a brand marketer and would like to join the Portada Council System, please provide contact information here
If you are a marketing service provider and would like to join the Portada Council System, please provide your contact information here.

 

Brand Marketing Executives to Vote for Portada Los Angeles 2020 Winner Topics on November 14 include:

Vice President, Sponsorships, Wells Fargo    

Senior Manager, Advertising & Marketing, Multicultural, Kia Motors America

 Head of US Sports Marketing, Anheuser-Busch InBev

 Vice President, Global Sponsorships, Head of Americas, SAP 

Marketing Manager, Nestle USA

Senior Brand and Latino Marketing Manager, Intuit

National Media Manager, JCPenney                                                                           

National Director, Multicultural & Growth Markets, Realogy

 US Managing Director, CH Carolina Herrera

Digital Marketing Manager – SEM and SEO, Sprint                                                                                                   

EVP I CMO, Curacao

Manager, California Endowment

Category Marketing Manager, GraceKennedy Ltd

Head of Marketing Activation & CRM, Conagra 

Dozens of additional brand marketers will be announced by early 2020.

 

 

These are the marketing appointments and disappointments of the week. People change positions, get promoted or move to other companies. Portada is here to tell you about it. Check out last week’s Changing Places here

 

Koddi, a marketing management software company for the travel industry, has announced that Carlisle Connally has joined the company as Vice President, Customer Success & Strategy. Connally will oversee Koddi’s efforts related to customer experience. Prior to joining Koddi, Connally established and led Marriott International’s Global Paid Media team across all Marriott brands and the loyalty program.

 

 

 

Davis Elen, one of the West Coast’s largest independently owned advertising agencies, has announced the appointment of John Papadopoulos as Senior Vice President – Media Director. In his new role, John will be responsible for leading media strategy, planning, negotiation and execution as well as sports sponsorships and partnerships for all Davis Elen clients. Most recently, John was Vice President at RPA, where he oversaw all facets of Honda media.

 

 

 

Del Real Foods announced the appointment of Michael Axelrod as its new Chief Executive Officer. Axelrod most recently served as CEO of Passport Global Foods and Fine Choice Foods, a manufacturer of globally inspired cuisine, and as President of TreeHouse Foods’ Condiments division.

 

 

 

 

Walgreens has named Patrick McLean as new Chief Marketing Officer, replacing Alyssa Raine. McLean previously served as CMO at TD Bank. In his new role, he’ll be in charge of all of Walgreen’s marketing activities. Raine remains at the company as Vice-President of Brand Marketing Strategy and Planning.

 

 

 

 

McDonald’s has fired its Chief Executive Officer Steve Easterbrook after it was disclosed that he had a relationship with an employee. Easterbrook first arrived at McDonald’s in 1993. He left briefly in 2011 to before returning in 2013. He was named CEO in 2015. He will be replaced by Chris Kempczinski, most recently president of McDonald’s USA.

Portada will host four major events and several Happy Hour & Council Content Choices in 2020 to spur networking and knowledge-sharing in a wide array of brand marketing disciplines.  Brand Marketers and Marketing Services Providers who are Portada Council System members will be voting for key speaking topics at Portada events.  Additionally, Portada will host 12 virtual events involving each of the six units of the Portada Council System. 

Portada is thrilled to announce its expanded year-round knowledge-sharing and networking platform for brand marketers, which will include 4 major events, 12 virtual events and 4 Happy Hours & Council Content Choices providing year-round marketing services buyer facing networking and thought leadership opportunities.

 “We are also making important innovative changes to the dynamics of our Council System. In 2020, brand marketers, and best-of-breed marketing service providers will be directly involved in the Portada events topic selection process as part of their activities as members of the six different units of the Council System: Americas Board, Agency Star Committee, Brand Star Committee, Brand Star Committee Latam, Sports Marketing Board, or Travel Marketing Board,” says  Janet Grynberg, Lead Editorial Coordinator at Portada.

Brand Marketers and Marketing Service Providers: Together Four Times a Year

The topic selection process has already started. At their second 2019 in-person meeting at Portada New York, the first-rate brand and agency decision-makers who are members of Portada’s Council System selected the most relevant topics from a list of imminent issues and challenges facing the marketing & media industry today. These topics will be announced soon and will provide a complete picture of what’s in the mind of marketers for 2020.

On November 14, these executives will gather in a special function presented by Digo Hispanic Media, the Happy Hour & Council Content Choice , where three units of Portada’s Council System (Brand Star Committee, Agency Star Committee, and Sports Marketing Board), will vote for the topics to be discussed at the three Portada Los Angeles speaking slots on April 2, 2020.

The four 2020 In-Person Portada Events will take place as follows

 

Portada Los Angeles, April 2, 2020

Portada Miami, June 4, 2020

Portada New York, September 24, 2020

Portada Mexico, October 29, 2020

 

 

If you are a brand marketer and would like to join the Portada Council System, please provide contact information.


If you are a marketing service provider and would like to join the Portada Council System, please provide your contact information here.

Hear it from Brand Marketers

“I think it’s a great thing that Portada has put together, it’s given me a chance to really interact with some folks that I’ve known in the industry but maybe we hadn’t gotten together, so it’s been very engaging for me,” said Dan Keats, Director Consumer Marketing-Sponsorships at Allstate Insurance at a previous Portada event.

“Through Portada, I have met new solution providers and we are already working with them,” commented Ariela Nerubay, CMO at Curacao.

“I love the way the Portada is continuously disrupting itself in order to make the experience very valuable for its members,”  John Sandoval, Senior Brand and Latino Marketing Manager at Intuit shared during the VIP Council System dinner at Portada New York. 

See below the list of only a few of the Council System members that will be shaping the future of marketing at Portada events and special Happy Hour functions in 2020. 

 

Members of the Brand Star Committee at the Portada New York in-person meeting

Brand Marketing Executives to Attend Portada 2020 Events & Special Happy Hour Functions Include:

 

Vice President, Sponsorships, Wells Fargo    

 

Senior Manager, Advertising & Marketing, Multicultural, Kia Motors America

 

Head of US Sports Marketing, Anheuser-Busch InBev

 

 Vice President, Global Sponsorships, Head of Americas, SAP

 

Marketing Manager, Nestle USA

 

 Senior Brand and Latino Marketing Manager, Intuit

 

National Media Manager, JCPenney

                                                                                                     

National Director, Multicultural & Growth Markets, Realogy

 

 US Managing Director, CH Carolina Herrera

 

Digital Marketing Manager – SEM and SEO, Sprint

                                                                                                     

EVP I CMO, Curacao

 

Manager, California Endowment

 

Category Marketing Manager, GraceKennedy Ltd

 

Head of Marketing Activation & CRM, Conagra

 

Dozens of additional brand marketers will be announced by early 2020.

Teads Latin America has announced the appointment of Juan Pablo Suárez as Head of Performance in Latin America. We had a chat with Juan Pablo to find out more about him and his new role. 

 

Teads, the global media platform, has just announced that it has hired Juan Pablo Suárez as Head of Performance for Latin America. This appointment will help Teads reach its goal of offering an integrated media solution to its clients, particularly focusing on performance. In his role, Juan Pablo will identify new opportunities and drive growth of strategic relationships with the main players in the region through Teads’ TrueVisits product.

TrueVisits is based on a Cost Per Incremental View (CPIV) model. This means clients only pay for new users, not counting those who have visited the website in the past. Moreover, Teads only charges for each user’s first visit during the campaign. 

Juan Pablo will help Teads get closer to its goal of offering a complete media solution to brands while supporting publishers, media agencies, and creative agencies. As Head of Performance, Suárez will play a strategic role, he will work closely with the sales teams of all the Latin American countries where Teads is present. Also, he’ll open the door for new clients that have been traditionally involved with performance.

Juan Pablo’s mission will be to help the team move closer towards performance perfection.

Suárez has previously worked at Kontent Room, where he led AI and digital performance tools. Previously, he served as Sales Manager at Criteo Latin America. There he created e-commerce strategies for Latam Airlines, Falabella, VivaAerobus, El Palacio de Hierro, Linio, Mercado Libre, Despegar, and others.

“Adding Juarez to our regional team will allow our most important clients to talk about performance and the Latin American markets with a specialist in both areas,” said Eric Tourtel, SVP of Teads Latin America in a press release. “His mission will also be to help the team move closer towards performance perfection, and lead the creation of products specially adapted to the region.”

Juan Pablo Suárez

Congratulations Juan Pablo and Teads Latin America for the addition to the team. Good luck in your journey towards perfection! In order to get to know the new Head of Performance better, Portada asked him the following questions.

Get to Know the Head of Performance of Teads Latin America

Portada: What’s the best piece of advice you’ve ever received?

J.P.S.: “You shouldn’t give away your time, but don’t deny it either.” Meaning you should be available when you’re needed, but always being careful how and where you spend your time.

Portada: What’s your most-frequently-used app?

J.P.S.: WhatsApp: always in need of easy, instant communication.

Portada: If you had a time machine, where would you go?

J.P.S.: I’d choose one of those moments when I managed to forget about my daily routine.

Portada: What key knowledge will you bring to the table as Teads’ Head of Performance? 

J.P.S.: During the last 6 years, I’ve had the chance to work for companies that are focused on the latest digital technologies and performance. This has made me acquainted with the clients’ digital needs. Now, I’m aware of what I need to keep in mind in order to put together really successful campaigns with good performance results.

Portada: What expectations do you have from your new role? 

J.P.S.: Teads is one of the main players in the digital advertising ecosystem. The objective of Teads’ performance product, TrueVisits, is to provide brands with an ally that truly understands their needs. As such, we’re a partner that’s not afraid of running risks to achieve tangible results. Most players charge per every click or impression, but we are different in that we only charge for “real visits”. I expect to bring Teads to a place where we can safely say we have reached our goal.

Portada: What is your perspective on the future of the industry?

J.P.S.: More brands are taking control of their media buying strategies. Thus they’re expanding the value of data for business decision-making. On the other hand, consumers are increasingly more demanding. This means the industry will have to connect with them in a more tactical, personalized way, through platforms that favor added value and transparency.

What: Multicultural Audience Measurement experts offer Portada insights around the problem of audience under-representation.
Why it matters: Measurement firms under-represent multicultural audiences by as much as 25%, which causes a negative impact in media investment and produces overall flawed results.

 

Audience measurement has never been more complicated, as cultural nuances and consumer behavior shift and change, and the proliferation of new technologies demands multi-channel strategies. The task is even more difficult when it comes to measuring multicultural audiences. Experts tell Portada major measurement firms under-represent these audiences by as much as 25%. If this is the case, the media budget for targeting multicultural audiences should be substantially higher than it is right now. Just for Hispanic marketing, Portada estimates overall expenditures of US 6.07 billion in 2019. However, if firms under-represent audiences by up o 25%, media expenses could increase by up to US 1.5 billion. Admittedly, this is a back-of-the-envelope calculation. Nevertheless, it highlights the importance of accurate multicultural audience measurement in satisfying clients’ needs, and its potential for the multicultural marketing industry.

The lack of a common audience measurement currency in multicultural audience measurement impacts media investment levels negatively.

Competition Rising

For many years now, companies like Nielsen and Kantar have offered advanced TV audience measurement. However, competition has increased. New players offer digital solutions that claim to be more comprehensive. This forces the bigger players to think of new ways to keep up with how audiences move and evolve. Inconsistencies between reported data reveal the lack of a common audience measurement currency in multicultural audience measurement. Hence, there’s a negative impact in media investment.

Furthermore, marketers’ biases lead to incorrect data interpretation. In turn, this leads to bad consumer experiences and negative overall results. How can we expect to move the needle if we can’t even tell where it is? In order to find out more about how to face these challenges, we talked to experts who understand how audience measurement impacts media planning and buying: Dana Bonkowski, SVP, Multicultural Lead at Starcom; Mebrulin Francisco, Managing Partner, Sr Director, MPlatform, GroupM; Nelson Pinero, Senior Digital Director, Senior Partner at GroupM; and David Queamante, SVP, Client Business Partner at UM Worldwide.

 

Audience Under and Over-Representation

All interviewees agree that multicultural audiences are still under-represented by major measurement firms. One of the reasons for this, explains Mebrulin Francisco, is the lack of insight into how audiences behave. Francisco mentions as an example all those times when data providers collected data on Hispanics. But once her team digged deeper, they realized the majority of Hispanics represented were English-dominant. This is a big issue because “it means the data is not representative of all the Hispanics in the U.S., creating a blind spot,” she says.

Mebrulin Francisco

The same has happened in the other extreme, where you can have over-representation of Spanish-dominant consumers, creating a blind spot for Bilingual or English-dominant Hispanics. “This is especially the case within sets that depend on cookie level data,” Francisco explained. “If this is true for the Hispanic segment, which is the largest among multicultural consumers, think about the under-representation of African-American or Asian segments. Many data providers do not even report on these multicultural sub-segments.”

 

Language preference won’t singlehandedly define and capture an audience. So, in many cases, a large portion of a given audience is not captured. 
Dana Bonkowski

Therefore, the first thing is having a representative sample of the audience. It might seem obvious, but in the words of David Queamante, “Unless measuring companies take the time to ensure they are gathering information from a representative sample of users, they will under-count multicultural audiences by default”. This represents a challenge. As Dana Bonkowski mentions, “engagement with culture-driven content is often the best signal to identify whether or not a person is ‘multicultural’. But language preference won’t singlehandedly define and capture an audience. So, in many cases, a large portion of a given audience is not captured.”

 

Multicultural Media Consumption is Elusive

Marketers have long assumed that a universal approach can reach audiences. However, “in doing so they fail to identify key nuances in motivations, attitudes, and behavior across consumer segments leading to an incomplete marketplace assessment,” explained Mebrulin Francisco. In the case of multicultural consumers, it’s even more complicated to hit the mark: Since datasets are limited, firms “do not flag multicultural consumers accurately and do not provide a holistic view of the brand’s performance, blurring meaningful insights,” said Francisco.

Multicultural media consumption is concentrated on certain outlets that [aren’t always] included on measurement companies’ surveys and reports. Therefore, multicultural media consumption may seem to ‘disappear’.
David Queamante

Moreover, multicultural audience measurement is rarely accurate. Why is that? As David Queamante explains, “Multicultural media consumption is concentrated on certain outlets that may not always be large or prominent enough to be included on the measurement companies’ surveys and reports. Therefore, multicultural media consumption may seem to ‘disappear.'” Besides, as Queamante mentions, not all measurement companies offer surveys in Spanish. This oversight considerably reduces the representation of Spanish-dominant Hispanic audiences, for example.

 

Privacy Issues Complicate Measuring Even More

This new era has brought significant advantages. For example, we can measure whatever happens as long as it happens online. However, the fact that it’s now easier to use and collect data as also brought up important privacy issues. Nelson Pinero predicts: “With audiences paying a little bit more attention to how and which personal data is being shared, it will become a bit more difficult to reach a diverse audience.”

Nelson Pinero

However, this is already a reality. Media buyers and agencies are working together around the problem of accurate audience measurement. But “what follows now is all part of the balancing act between data and the years of experience that allow the media buyers to react dynamically to market conditions and to, ideally, optimize plans,” adds Pineiro. “Audiences will take more control of how they are reached, and agencies trying to find the right audience will need to cross-reference their deterministic/probabilistic data to enhance plan performance.”

What Happens Now?

The obvious prediction is that data science will become even more important in the digital world. “Measurement is the new black,” declares Mebrulin Francisco. “As we push towards a data-driven age in marketing, science, quantification, and data are going to continue to be a cornerstone of decision making. If I cannot measure the impact of my investment, understand my audience impression on a site, or reach potential, it will be very hard to make a case for using a partner.”

Start building out multicultural and cultural expertise in house to accurately represent these audiences in your data streams.

Moreover, the immediate future is inescapably multicultural. Marketers need to use art to harness the power of all this data in order to represent audiences accurately. Experts like Mebrulin Francisco believe a good way to start is with first-party data. “If you are in the audience measurement space my recommendation is to start building out multicultural and cultural expertise in house to accurately represent these audiences in your data streams.”

When asked for her views on the future, Dana Bonkowski shared the hope that “marketers invest to better understand the business-building power of multicultural audiences. More than 30% of all Americans fall in one or more ‘multicultural’ audience buckets. The question should be “How can you afford not to invest against better multicultural audience measurement?”

 

Experts in Influencer Marketing campaigns discuss best practices. Vivian Baron, Founder and Creative Chairwoman at Band of Insiders, presented the panelists: Best Buy Mexico’s E-commerce Subdirector José Camargo, Grupo Bimbo’s Global Consumer Engagement Lead Giustina Trevisi, Band of Insiders’ Influencer Marketing Manager Leonardo Vargas, and Pepsico/Drinkfinity’s Director of Business Innovation & Marketing Yamile Elias.

How powerful can influencer marketing campaigns be? Is it for everyone? During the last years, the trend of using influencers as a tool to amplify a campaign or message has grown to a great extent. As Vivian Baron, Founder and Creative Chairwoman of Band of Insiders believes, “It is no longer about the relationship with the media, but rather about how we amplify our client’s message correctly. There’s great interest placed on influencer marketing, but there’s also a great lack of knowledge around it.”

In spite of this lack of knowledge, many brands have tried to take advantage of the opportunity that influencer marketing represents. Unfortunately, not everyone has succeeded. “Digital platforms are so strong today that influencer marketing can have a hugely negative effect,” asserted Baron. “It should be taken very seriously.”

Can (or Should) Any Brand Take Advantage of Influencer Marketing Campaigns?

With the buzz around this type of marketing, every brand wonders if influencers can boost their ROI. While this can and does happen, it isn’t as simple as some could believe, and influencers can help a great deal in things that are not necessarily direct sales. “Influencer marketing is key in any brand, not only to create awareness but for many other things,” said Yamile Elias, Director of Business Innovation & Marketing, Drinkfinity/Pepsico. “At Drinkfinity we’re using it for insights, to ask the consumer certain things. When we have a problem they can help us solve it, but only if it’s a good fit.”

For Giustina Trevisi, Global Consumer Engagement Lead at Grupo Bimbo, brands are already surrounded by influencer marketing, and it would benefit them to adopt a position towards it. “Influencers are something we can’t ignore. It’s a ‘can’t hide’ matter, where the question is ‘how to leverage‘,” asserted Trevisi. Influencers are a great tool in any ecosystem, but it doesn’t work on its own. You’re not supposed to have an Influencer Marketing strategy on its own, but rather include it in your overall communication strategy.” Moreover, she agreed with Yamile Elias that this tool helps in diverse areas, such as crisis management, campaign support, and PR and perception. While these don’t have a direct impact on your ROI, “they obviously expand reach,” she said.

What matters now is the content, sales should only be the consequence.

What Are the Keys to Crafting Successful Influencer Marketing Campaigns?

Giustina Trevisi summarized the essential elements when sharing one of Bimbo’s stories of success: 1. Objective, 2. Target, 3. Creative. “The first step is knowing the objective and whom we intend to reach. We held onto a current event, something that was happening at the moment (Peru qualified for the World Cup), and we focused on getting the formats, times, and platforms correctly,” she told. “You need to choose the correct target and influencers according to your objective and budget. If you show the idea to management and they don’t like it, that is a good sign, as it’s not for them.”

A Matter of Strategy

You need to choose the correct target and influencers according to your objective and budget. If you show the idea to management and they don’t like it, that is a good sign, as it’s not for them.

“Influencer marketing should be carried out in very strategic ways,” added José Camargo. “For Best Buy, something that has worked really well is these people we call ‘insiders’ that don’t even know they are influencers. These kids can get 3-4 thousand people in 20 minutes for an opening.” What matters the most, he emphasized, is a good fit between the influencers’ values and those of the company: “The brand and the influencer should have similar values. Only when the influencer is convinced by the brand are the publications really natural: the brand’s ideals rub off on his or her posts and comments.”

How to Select an Influencer?

As we have seen so far, having a clear objective matters, but so does selecting an influencer that matches that objective. The first thing, then, is knowing what each type of influencer can achieve.”There’s an influence pyramid that we can divide into mega, macro, and micro. Each one of these has different results,” explained Leonardo Vargas. “However, the new trend is ‘hidden influencers’, people who have an impact both online and offline. We need to look at their profile and their basic social circle in order to provoke a more direct impact on sales.”

Having an expert to deal with them helps with the flow and builds long-term relationships.

For Better Results, Employ an Expert

The next thing would be the actual process of selection. For Giustina Trevisi, this is much easier with the help of a specialist. “I would recommend others to work with influencer agencies, to work with experts,” she stated. “It’s important to have someone who knows how to handle them, have a good communication with them. We work with several specialized agencies who take our brief, give it back, then we do a second brief, they give it to the influencer and then they present a creative proposal. If I do the regulation part, I lose the emotional component. Having an expert to deal with them helps with the flow and builds long-term relationships.”

Can Technology Make the Process Easier?

“We have to automatize processes through platforms, technology, data, correlations… We need to use what’s available, but the decision has to ultimately go through a human filter who knows the target and can make sense of everything,” said Giustina Trevisi. “A tool can give you a diagnosis, but a human being has to make de decision. A machine uses algorithms, but the context has to be human.”

“I’m in favor of digitalization and automatization, but the human part is inescapable,” agreed Leonardo Vargas. “Instagram stories, for example, can give you very complete information, but only when you have a team of experts constantly looking at what’s going on on social media. Every day there are more platforms; with just one click you can execute a campaign, but we need to go back to the brief. Everything needs to be taken care of.”

 

What Can We Expect for Future Influencer Marketing Campaigns?

It’s easy to see where we’re going if we take a quick look at where we’ve recently been. As Yamile Elias commented, “If we analyze the number of times people search the word ‘influencer’, we find that the number has grown 200% since 2016, and it grew 60% in the first quarter of this year alone. Estimations show the budget for influencer marketing in the U.S. to go up to 5-10 billion dollars.”

 Facebook, Twitter, etc. have become just another showcase for brands, and consumers don’t want to see that anymore.

According to Leonardo Vargas, there are already a couple of trends that we can expect to see in the near future. “One: strategies linked to SEO and automatized keywords, which are different to Google’s ad words because they get placed on social media,” he explained. “Two: audience marketing for influencers; a type of audience analysis that helps you know what works, not what looks well. A new trend that will be very important, and it’s a great time to be pioneers, is the rise of new social media. Facebook, Twitter, and the others have become just another showcase for brands, and consumers don’t want to see that anymore. There are new social media that are going back to what Facebook and Twitter were about originally, like Mastodon, in which users are in control and it’s free of ads.”

In Conclusion…

In short, we should try to go deep into the influencer marketing campaigns tool instead of staying at a superficial level. Influencers are for every brand only if the strategy is very clear. Objectives, channels and the influencers themselves should fit, not only to minimize crisis risk but to ensure good results overall. It’s very important to analyze the data, be aware of the results you’re aiming at. We shouldn’t underestimate Influencer marketing, it isn’t easy, but it can really bring you success. It should be a part of your whole marketing strategy, not as an isolated campaign but as a long-term program. If we do it well, it’s a great bet. Otherwise, it can really hurt you. That’s why you should partner with experts.