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

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

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

Monthly visits: 216,650

Unique visitors: 181,689

Page views: 1,124,142

Facebook fans: 83,270

Comments on Facebook: 24,476

Followers on Twitter: 30,667

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

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

“Mariachi Es Disfrutar” used content designed for each user

Name: #MARIACHIESDISFRUTAR (Cuidarse Es Disfrutar)

Duration: 12 hours, on February 14

Serenades: 300 requests

Videos: 56 custom, 11 generic

Views: 7,289

Likes: 1,754

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

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

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

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

Investment in social networks and digital marketing will continue to grow

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

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

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

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

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

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

Un sitio de recetas, para cuidarse y disfrutar

Visitas mensuales : 216,650

Visitantes únicos : 181,689

Páginas vistas : 1,124,142

Fans en Facebook : 83’270

Conversaciones en Facebook : 24’476

Followers en Twitter : 30’667

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

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

Mariachi Es Disfrutar, contenido diseñado para cada usuario

Nombre : #MARIACHIESDISFRUTAR (Cuidarse es Disfrutar)

Duración : 14 de feb, 12 horas.

Serenatas : 300 peticiones

Videos : 56 personalizados, 11 genéricos

Vistas : 7,289

Likes : 1,754

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

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

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

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

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

Continuará crecimiento de la inversión en redes sociales y digital

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

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

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

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

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

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

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

Monthly visits: 216,650

Unique visitors: 181,689

Page views: 1,124,142

Facebook fans: 83,270

Comments on Facebook: 24,476

Followers on Twitter: 30,667

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

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

“Mariachi Es Disfrutar” used content designed for each user

Name: #MARIACHIESDISFRUTAR (Cuidarse Es Disfrutar)

Duration: 12 hours, on February 14

Serenades: 300 requests

Videos: 56 custom, 11 generic

Views: 7,289

Likes: 1,754

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

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

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

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

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

Investment in social networks and digital marketing will continue to grow

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

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

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

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

Learn more about the enormous role Online Video can play in the Latin (Latin America and U.S. Hispanic) marketing space. Book now for our Latin Online Video Forum, a required event for any marketing professional.

  • Huemanitas – Pepsico

    PepsiCo taps Denver-based agency Huemanitas to lead its multicultural retail and shopper marketing efforts.

  • Chrysler Ram Truck: TV, radio, print, newspapers and digital media

    The Ram Truck brand is connecting with the Hispanic community through a new advertising campaign focusing on the important values of hard work, dedication, and commitment to family and community. “A Todo, Con Todo” is the brand’s most comprehensive Hispanic campaign to date and is the first Ram brand Hispanic campaign to include television, radio, print, newspapers and digital media. It will run in the 15 top Hispanic markets and was produced in both Spanish and English languages.  

  • Verizon FIOS Bilingual Twitter and Facebook Sites.

    To provide additional information and entertainment services to the Hispanic community, Verizon today launched two bilingual social media properties, each of them in English and Spanish, on Facebook and Twitter. The Facebook fan page Somos Verizon FiOS (We Are Verizon FiOS) and the Twitter site @SomosFiOS (We Are FiOS) will engage Verizon's Hispanic audience by providing a forum for emerging technology that also offers the best in culturally relevant entertainment content and online community connections.  The bilingual properties are only part of the story. The remaining story will be crafted by the fans and followers of Verizon FiOS<http://www22.verizon.com/home/aboutfios/> service.

 

Two important campaigns targeting the Hispanic population have been introduced this week:

Nestle – TV, Social Media, Website, In-Store Marketing

Nestle USA launched Construye el Mejor Nido (“Create the Best Nest”), a new communication platform that uses Nestlé’s nutrition, health & wellness expertise to help Hispanic consumers nurture a fulfilling family life. 
“Hispanic Heritage Month is the perfect time for Nestlé USA to reaffirm its strong history of awareness, trust and expertise among Hispanic consumers,” said Juan Motta, head of Nestlé’s Emerging Markets division. “This awareness and trust stems from a strong emotional connection with authentic Nestlé brands in consumers’ home countries such as NESCAFÉ®, ABUELITA®, NIDO® and LA LECHERA®Construye el Mejor Nido provides consumers with information on familiar brands, as well as with other Nestlé brands available in the U.S. such as JUICY JUICE® and STOUFFER’S®.”
The Construye el Mejor Nido platform includes the following elements:

  • Spanish-Language Television: 76% of Hispanic consumers watch Spanish language television. Three emotional television ads were developed to demonstrate how Nestlé products fit into Hispanic consumers’ everyday life and help them to nurture their family’s lives.  The ads also leverage and reinforce Nestlé’s iconography of the “nest” in the Nestlé corporate logo which conveys family, trust and well-being to Hispanics.  This is the first time that this has been brought to life in the U.S.
  • Social Media: Facebook reaches 98% of Hispanic women 35-49 who go online.  Facebook.com/ElMejorNido was created so that consumers can engage with the brand and each other, find cultural connection and share recipes and tips.  The Facebook page also features contributions from Hispanic bloggers who represent a variety of Latino backgrounds.
  • Bilingual Lifestyle Website: 52% of Hispanics are online, and 47% visit Spanish-language sites daily.  A new bilingual website, www.ElMejorNido.com, is designed for Hispanic families and features Hispanic bloggers and tips, articles, recipes and videos on food, wellness, culture and parenting.  The site provides families with the tools to “create their best nests,” and includes an option for visitors to opt-in to receive ongoing communications that provide nutrition tips, new product introductions, ideas for connecting with their culture and special offers.
  • In-Store Marketing: Research indicates that Hispanic consumers shop multiple channels each week, so Construye El Mejor Nido will reach Hispanic shoppers in both independent and mainstream stores through culturally relevant in-store circulars, bilingual door hangers, and recipe booklets.
  • Engaging Sampling – Sampling is an important means for consumers to try new products. Nestlé  is partnering with Hispanic families as part of their real life celebrations via the distribution of “Fiesta Packs” filled with Nestlé  products, recipes, and party supplies. The packs provide consumers with high value samples, while introducing them to new products.

 

Chrysler Ram Truck: TV, radio, print, newspapers and digital media

The Ram Truck brand is connecting with the Hispanic community through a new advertising campaign focusing on the important values of hard work, dedication, and commitment to family and community. “A Todo, Con Todo” is the brand’s most comprehensive Hispanic campaign to date and is the first Ram brand Hispanic campaign to include television, radio, print, newspapers and digital media. It will run in the 15 top Hispanic markets and was produced in both Spanish and English languages.

The campaign, which debuts Oct. 3, features the true stories of Arturo Barcelo and Ascension Banuelos, bi-lingual Ram truck owners from Texas who are successful in work and life. They speak honestly and unscripted about what values are important to them and how the Ram truck is an extension of their lives. Barcelo owns a home improvement construction company in Dallas and drives a Ram 1500. Banuelos owns a Ram 3500 and manages a horse training ranch in Jacksboro (Texas).

Large pickup trucks are one of the top selling segments among Latinos and the Ram 1500 and Ram 2500 are among the best performing Chrysler Group nameplates with Hispanic consumers.

The campaign launches with a mix of brand- and product-focused 30-second TV spots, 60-second radio ads, and print ads. The ads will be placed on Hispanic television networks and stations, such as Telemundo and Univision; in national Hispanic magazines including Hispanic Business, ESPN La Revista and Automundo; and in Spanish language local newspapers and radio stations in 15 markets including Albuquerque, Miami, Phoenix, New York, Los Angeles, Denver and nine Texas communities. The ads will also run on in-language websites.

Custom Website and Yahoo – Partnership
The Ram Truck brand’s ongoing commitment to the Latino market extends beyond the new advertising campaign. A Spanish-language brand website, http://es.ramtrucks.com, launched September 2 and Ram is partnering with Yahoo! En Espanol to launch a first-ever Mexican regional music channel later this year.

The campaign was created by the Dallas-based Richards/Lerma agency, the Hispanic marketing arm of the Ram brand’s agency-of-record, The Richards Group.

Campaign ads are available for media download at www.media.chrysler.com.

Nestlé lanzó la campaña “Échale agua a tu vida” apuntando al mercado hispano de EEUU. El objetivo de la campaña es instalar la utilización de la marca de agua Nestlé Pure Life entre las madres latinas.

La campaña se basa en promover hábitos más saludables en relación a la hidratación diaria, para esto Nestlé cuenta con la participación de Cristina Saralegui, artista conocida internacionalmente.

Bajo el concepto de una vida más activa y saludable, Nestlé se asoció en la campaña a la Tour Passback de la U.S. Soccer Foundation, que ofrecerá clases gratuitas de fútbol también en función de hábitos cotidianos que mejoren la calidad de vida.

En el lanzamiento de la campaña el sábado 13 de agosto, la embajadora de marca Cristina Saralegui ignauguró una cancha de fútbol que estaba en restauración en Watts-Willowbrook Boys & Girls Club en el sur de Los Angeles. Participaron del evento alrededor de 200 chicos de entre 5 y 12 años.

Las clases gratuitas de fútbol se dictarán en 9 comunidades bajo la campaña de Nestlé: Miami, LA, Newark, Houston, Dallas, Las Vegas, Washington DC, Chicago y Phoenix.

La campaña se emplazará en distintas plataformas mediáticas en los mercados locales en ambos idiomas, Inglés y Español. Posee spots de radio, publicidad en espacio público y eventos en mercados de las comunidades. En los medios digitales se lanzó el site de “Echaleaguaatuvida.com” en donde hay información sobre las escuelas de fútbol y promociones y concursos por un viaje saludable para la familia del ganador.

• Viajes El Corte Ingles – Santa Cruz Communications

Santa Cruz Communications, a public relations agency that specializes in the Hispanic market with offices in Miami and Los Angeles, announced the addition of Spanish leading travel company, Viajes El Corte Ingles, to its client roster. Santa Cruz Communications will provide national consumer and trade media relations support and will be responsible for the coordination and execution of the events surrounding the opening of the company's U.S. headquarters in Miami and the launch of TripCruises.com.

• Sears Holdings – Tu Empresa

Sears Holdings announced the four winners of Tu Empresa, Tu Futuro/Your Company, Your Future Business grant competition. The program was launched last year during Hispanic Heritage Month to encourage small business owners to pursue their dreams of economic prosperity. To help generate interest and support for the contest, Sears Holdings teamed up with Cristina Saralegui, who also launched her Casa Cristina bed and bath collections at Sears and Kmart last year.

• Nestle Aguas Frescas

Nestle USA has introduced three authentic flavored aguas frescas drinks in select markets across the United States arriving in stores in time for summer.

In addition, Nestle® will be deploying a custom-built food and beverage truck, called the Nestle® Aguas Frescas Aguas! Movil

To highlight its traditional origins, Nestle Aguas Frescas will begin a nationwide search for an Authentic New Artist, giving the winner a free trip for two to Los Angeles, $5,000 in cash, and the chance to perform live at a Mexican Independence Celebration in Los Angeles.

• Honda – Orci

“A Civic for all of us no matter how unique we are.” That’s the message Orcí advertising humorously conveys in a new Spanish-language television campaign airing June 1st for the all-new 2012 Civic from American Honda Motor Company, Inc. Orcí is the automaker’s US Hispanic agency of record.

Based on a unified campaign platform that focuses on consumers’ desire for customization and personalization through technology, the spot is based on the insight that while they want to stand out, Latinos are all part of the “collective” with a need to be able to connect and relate with others. It is the first time Orcí has worked with the other Honda agency partners under a unified campaign platform. The campaign includes television, radio, online and cinema advertising. Orcí will be handling the creative and the media planning and buying.

• Polar Trading – Alma DDB

Polar Trading has selected Coconut Grove, FL based Alma as the AOR to manage the Polar Beer brand in the U.S. Hispanic market.

The selection process led by Polar Trading included a review of ten agencies which was then narrowed down to four finalists. Alma stood apart at each stage and will now focus on strengthening communication efforts between the Venezuelan public, as well as expanding its reach into key segments of the Hispanic market.

• Deutsch leaves Grupo Gallegos

Ken Deutsch head of Media at Grupos Gallegos has left the Los Angeles based agency.

• Crest Newspaper Campaign

Detailed article on Procter & Gamble Crest's Hispanic newspaper Advertising Campaign.

  • Jeep Patriot

Last February, Chrysler Group’s Jeep brand worked in conjunction with the popular Marvel Comics to create the “The Patriot Factor” online comic book. This unique and interactive marketing campaign for the Jeep Patriot allows the consumers to go online and create their own story.

This time, the Jeep brand wants to expand their online digital marketing campaign with the nationwide launch of their second interactive online advertisement for the all-new 2007 Jeep Patriot called the “The Way Beyond Trail”. It will be accompanied by other marketing campaigns that can be seen by customers through 30-second TV spots, print ads, online advertising, a Hispanic campaign, product integration, events, direct mail, and billboards. Jeep said they are targeting younger audiences with the new marketing campaign.

  • La Comunidad

La Comunidad announced the expansion of the agency’s strategic planning capabilities to include Media Services and Connections Planning. La Comunidad has appointed David Lawlor to head the new division under Executive Director of Global Strategy, Richard Monturo.

In his new role as Director of Media Services and Connections Planning, Lawlor will be leading the media planning and buying services across all platforms for the agency’s recent new business win of Cadbury’s Trident and Stride brands.Media will be planned and bought for both the U.S. Hispanic and the Latin American markets.

  • Nestle

Nestle Waters North America announced the launch of the Better Habits for a Better Life campaign, a multifaceted initiative that invites Latina moms to take small steps like drinking Nestle Pure Life which can contribute to living a healthier lifestyle. The Nestle Pure Life Better Habits for a Better Life campaign continues a three-year partnership with television host Cristina Saralegui who will encourage moms to make La Promesa, by taking the health and hydration message to the airwaves and online via a national advertising campaign with partners including Univision, Galavision, and Telefutura. Additional spots will air on regional radio to support in-store communications at participating retail stores across the country, grassroots events and online at www.vivesanamentenestle.com starting May 1st.

  • PIA

The National Association of Professional Insurance Agents (PIA) has unveiled a series of 25 Spanish radio advertisements as the latest phase of its award-winning branding program, Local Agents Serving Main Street America(SM).

PIA's Spanish radio ads are available to PIA members free of charge, as part of their association membership. Like PIA's English radio and print ads, the new radio ads can be used to promote an agency generally, or they can be used to specifically support auto, home or commercial insurance sales. Each radio ad can be tagged with a PIA member agency's contact information, and optionally, the name of a company they represent.

  • Ad Council

According to a recent Pew Hispanic Center study, many Hispanic youth are not pursuing a college degree as a result of their parents not understanding the steps they can take to help their children prepare for and apply to college. In an effort to raise awareness among Hispanic parents about the critically important role they play in encouraging their children to go to college, The Advertising Council, in partnership with the Hispanic Scholarship Fund, launched a national multimedia public service advertising campaign to confront this issue.

The new PSA campaign primarily aims to reach low- to mid-acculturated Hispanic parents in the U.S. The majority of these parents do not hold a college degree and lack the information and guidance to successfully motivate their children to go to college. Created pro bonoThe PSAs conclude with the tagline "De tus palabras de hoy depende su manana." ("Their tomorrow depends on your words today") and directs parents to visit a new comprehensive website, www.YourWordsToday.orgwww.TusPalabrasdeHoy.org, or call a toll-free number (1-877-HSF-8711). The site is also available in Spanish. by Grupo Gallegos, the campaign includes new television, radio, print, outdoor and Web advertising, which is available in English and Spanish.

 

  • Kroger

Kroger Co. has kicked off “Rico Summer” (flavorful summer), a Hispanic-themed promotion that starts with Cinco de Mayo and runs throughout the summer.

A new bilingual website, ricosummer.com, anchors the promotion. The site includes games, recipes and digital coupons. On the site, once users select their Kroger banner and store of choice, they are presented with dates of sampling events. Read more here.

 

Click here, for detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies. In addition to information on more than 2,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).

  • Tesco's US

Tesco's American grocery venture, Fresh & Easy, is targeting Hispanic customers as it attempts to embed itself in the communities it operates in and raise overall revenue. Fresh & Easy (F&E), which operates 145 shops across California, Nevada and Arizona, is focusing on attracting Spanish-speaking consumers because they are often make up significant parts of the community in some of its catchment areas. F&E is working with RL Public Relations, a Los Angeles-based PR firm run by Roxana Lissa, which specializes in Hispanic marketing.

The drive to attract Hispanic customers has to date involved the creation of a Spanish-language website, as well as advertising on Spanish-speaking radio. The retailer has also advertised in Spanish publications. F&E is now concentrating on increasing the quantity of key brands popular with the Spanish-speaking community in its shops.

  • Sono Bello

Sono Bello, the laser-assisted body contouring specialist, is making its services accessible to patients who speak Spanish. A new toll-free number (1-877-881-SONO) is staffed by Spanish speaking customer service specialists further complementing a Spanish version of the website and a new collection of brochures and forms written in Spanish. Sono Bello is also producing Spanish language commercials for use on Latino radio stations, as well as getting testimonials from prominent members of the media community.

  • Nestle

Nestle Carnation Evaporated Milk introduced a new mobile website and custom iPhone application targeted directly at Hispanic consumers. The mobile website and application draw sweet and savory recipes from the brand's MiCocinaLatina.com website, delivering valuable product and brand engagement right to consumers' mobile phones. Both the mobile website and the iPhone app present content in Spanish and English languages.

  • Estrella TV

Emerging Spanish-language broadcast network Estrella TV is putting together its first upfront in the form of a road show. The network was launched last year by Liberman Broadcasting Liberman has nine owned-and-operated stations. Liberman is planning a seven-city “infront” tour to showcase Estrella’s 2010-11 season. He will take the presentation to Los Angeles, New York, Miami, Houston, Dallas, Chicago and San Antonio between April 19 and May 21. Read more here.

  • Bacardi U.S.A.

The National Basketball Association (NBA) and Bacardi U.S.A., Inc. announced a comprehensive multiyear marketing relationship in support of the Bacardi Gold rum brand which will include a series of joint marketing activities. Read the full article here.

  • The Nielsen Company

The Nielsen Company is unveiling its new full scale 2010 “You Matter” advertising campaign this month. “You Matter” illustrates how ethnic communities are positively impacted by Nielsen’s ability to measure every day activities such as shopping and media consumption and drives home the importance of their participation in Nielsen studies. The multicultural campaign—targeting African-American, Hispanic and Asian consumers—focuses on four Nielsen measurement services: consumer purchases, online, mobile and television. It features an ethnically-specific media mix of print ads, radio spots, mobile and online messages. The Phelps Group (formerly Anita Santiago Advertising), will lead the Hispanic initiative. Read the details here.

  • Media Maquiladora

Media Maquiladora a market research and media buying firm based in Sarasota (read related article here) claims to have Canadian company — EasyHome Ltd., as its client. EasyHome Ltd. leases household furniture, appliances and home electronics. Other Media Maquiladora clients include El Salvador's airline — TACA — and the tourism and marketing boards of Mexico City and Cancun.

Click here, for detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies. In addition to information on more than 2,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).

  • Nestlé

Nestlé Waters North America announced the opening of its first U.S. Nestlé Pure Life Mercado del Agua (Water Store), aimed to the Hispanic community. The Mercado del Agua store celebrated its grand opening on Saturday, November 14, 2009 in the Bronx, New York from 12:30 p.m. – 4:00 p.m. Internationally acclaimed Hispanic TV personality and spokesperson for the Nestlé Pure Life brand Cristina Saralegui will make a special appearance at the store from 1:00 p.m. – 3:00 p.m.

 

  • Ikea

Swedish furniture chain Ikea has selected incumbent Mediaedge:cia to retain its estimated $95 million U.S. media planning and buying business. The company just completed a six-month global procurement-led review.

Ikea's separate creative search led by Boston-based consultancy Pile + Co. is ongoing. Deutsch, an IPG shop, which handles general-market U.S. ad chores, is participating. So is Anita Santiago Advertising, the chain's Hispanic shop.

Related Article: Should Ikea advertise more to Hispanics

 

  • Infiniti

Luxury auto brand Infiniti is launching a new marketing campaign that celebrates the brand's 20th anniversary in the U.S., while offering leasing and financing offers. The Web-centric "Limited Engagement Winter Event," running through Jan. 4, includes home page takeovers, in-market behavioral targeting on third-party automotive sites and, in a first for Infiniti, a sneak preview of TV creative on social media sites.

Local print ads will appear in newspapers in nine markets. Infiniti Limited Engagement Winter Event advertising will also run in Asian Indian local newspapers in New York, and Chinese local newspapers in San Francisco and Los Angeles, and will appear on Hispanic Web sites.

 

  • Patricia Romero – JCPenney

Patricia Romero, former head of multicultural marketing at Hyundai Motor America, will be JCPenney's new director of multicultural marketing starting today.  

At JCPenney, she'll be working with the retailer's U.S. Hispanic agency, Vidal Partnership, and Asian-American shop InterTrend Communications. The company doesn't have an agency of record for the African-American market.

Ms. Romero joined Hyundai two years ago. The carmaker cut its multicultural spending after mid-2008 and has spent very little on the Hispanic market in the last 18 months, so Ms. Romero's job increasingly entailed working on general market and digital efforts at Hyundai.

Before joining Hyundai, Ms. Romero was VP-director of client services at Bumpercar, a Hispanic shop in Los Angeles. Before that, she held marketing posts at DaimlerChrysler and Toshiba, and she led American Honda Motor Co.'s expansion in Latin America.

 

  • Coors Light – Daddy Yankee

Coors Light and Daddy Yankee are teaming up to promote the artist's release of a new single, "Grito Mundial," as a prelude to the launch of his new album, "Daddy Yankee Mundial," slated to be on the market in early 2010. Coors Light En Exclusiva (In Exclusive) is a series of VIP events taking place in six cities across the country where legal-drinking-age fans will have the opportunity to meet and greet the Latin superstar.

The six-city tour is being supported this year via retail, text messaging and radio promotions that provide opportunities for fans to receive a VIP ticket to meet Daddy Yankee.

 

  • Maxon Computer

MAXON Computer, a developer of professional 3D modeling, painting, animation and rendering solutions, just launched a new Spanish language version of the company’s website. MAXON’s professional animation tools CINEMA 4D and BodyPaint 3D are used at state-of-the-art production facilities and by freelance artists in over 80 countries worldwide and versions of the software are available in ten languages, including English, German, Spanish, French, Italian, Japanese, Korean, Russian, Chinese and Czech. "The translation of the MAXON website to Spanish makes the whole wealth of CINEMA 4D and BodyPaint 3D related information accessible to around 400 million Spanish speaking people worldwide. Spanish is the official language in over 20 countries and even an official language of the United Nations. We hope to make access to the latest product information, news, customer stories and events now even easier for people in Central and South America and southern Europe." said Harald Egel, CEO and co-founder of MAXON Computer.

 

  • De Shopping en Texas

In an effort to aggressively promote Texas cities along the U.S./Mexico border and their many shopping, dining, and hospitality options, PMDG Marketing Communications has developed an innovative regional marketing program targeting key markets in Mexico, particularly in Monterrey, Nuevo Leon and Saltillo, Coahuila.

De Shopping en Texas is a strategic multimedia marketing campaign, developed by PMDG, designed to promote sales on Black Friday (the day after Thanksgiving). The campaign includes the delivery of a direct-mail bargain bag filled with money-saving coupons, promotional fliers, bargain booklets, and information and resources about participating sponsors.

The “De Shopping En Texas” program will be promoted through a strategic print campaign that includes El Norte Newspaper’s “Texas y Turismo” supplement. (see related article: Mexican Advertisers and Publishers seek to capitalize on U.S. Markets)

 

Click here, for detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies. In addition to information on more than 2,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).

E-Commerce is skyrocketing in Latin America as the current pandemic  has accelerated digital transformation. This makes the benefits to be reaped from e-commerce investments and e-commerce marketing extremely tantalizing to corporations active in Latin America. To understand why and how the pandemic has catapulted e-commerce in the region, Portada talked to four Latin American brand marketers from Best Buy, Nestlé, Colgate Palmolive, and New York Life who will be participating at our May 19,  Portada Live Americas virtual event.

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The current pandemic has accelerated the adoption of e-commerce in Latin America, although in many sectors and countries, the development is still in the early innings. Penetration of e-commerce in Latin America lies at  5% of retail sales, about a quarter of China’s and a third of the U.S.’s. This makes the benefits to be reaped from e-commerce investments and successful e-commerce marketing very attractive to corporations active in Latin America. Actionable insights and intelligence on E-Commerce in Latin America and E-Commerce Marketing and Advertising will play a key role at our upcoming Portada Live Latin America November 19 virtual event. We talked to four Latin American brand marketers of the consumer electronics, CPG and financial sectors who will be participating in this virtual event, to learn how the pandemic has catapulted e-commerce in the region and what’s next.

Latin America E-Commerce: Jose Camargo, Best Buy Mexico
José Camargo Samperio, Ecommerce SubDirector, Best Buy Mexico

To José Camargo Samperio, Ecommerce SubDirector, at Best Buy Mexico, the Covid-19 pandemic has substantially changed consumer behavior. Traffic on Best Buy Mexico’s website increased by 50% as consumption of consoles, musical instruments and even domestic articles multiplied by four. Consumers opted for more entertainment alternatives due to the increase of time they spend at home.

E-Commerce purchases of consoles, musical instruments and even domestic articles multiplied by four.

Latin America E-Commerce Growth Propelled by Increase of Visits in Retail Sites

ComScore reports that during the time period January – May 2020 time spent by consumers on retail sites increased by 38.7% in Argentina and 18.8% in Mexico compared to the same period in 2019. Home Furnishings, Apparel y Flowers/Gifts/Greetings were the retail categories that most grew in Argentina and Brazil. While for Mexico the categories with most growth were in Health Care, Department Stores and Food/Supermarket/Grocery.

According to Best Buy’s Camargo, as many businesses and companies have had to limit the amount of employees they have working in their office, home office and telecommuting became the norm. Thus the availability of smartphones and computers became something indispensable to have to accomplish work objectives. We have seen that servicing clients in everything related to the home office, has brought in sales as a result.” Camargo adds that “customer needs have changed almost totally: health and well-being are the main factors to take into account when it comes to offer a service.”

Latin America E-Commerce: German Villegas, Digital & E-Commerce Manager, Colgate Palmolive Mexico
German Villegas, Digital & E-Commerce Manager, Colgate Palmolive Mexico

German Villegas, Digital & E-Commerce Manager at Colgate Palmolive in Mexico notes that the main lesson of the pandemic has been to not to leave the implementation of platforms and of strategies around high growth (social) media properties until later. Additionally, he adds that the current environment has confirmed that in e-commerce there is no space for rigidity; flexibility and nimbleness are always required.

Villegas commends the rapid reaction of Mexican brick and mortar retailers by adopting and increasing Latin America e-commerce initiatives. “They also have quickly adopted  delivery and pick-up. This has also substantially improved the effectiveness of omnichannel marketing as well as the ability of brand marketers to execute segmented campaigns.”

The Link between Social Media and E-Commerce

According to Best Buy Mexico’s Camargo, the pandemic has also increased the importance of social media platforms. “Websites and user profiles have been connected at a high speed, which has allowed users and brands to develop strong tools to exchange content, and even more importantly, convert to bilateral relationships through which consumers can in a very direct way issue opinions and reviews about their consumer experiences and distribute them to millions of consumers.” “Therefore its crucial for brands to get a clear understanding of where they are in the open internet and on social media.”

Websites and user profiles have been connected at a high speed, which has allowed users and brands to develop strong tools to exchange content, and even more importantly, convert to bilateral relationships.
Gerald Fuchs Torrescano, Content & Digital Marketing Director, Seguros Monterrey/New York Life
Gerald Fuchs Torrescano, Content & Digital Marketing Director, Seguros Monterrey/New York Life

To Gerald Fuchs Torrescano, Content & Digital Marketing Director, Seguros Monterrey/New York Life, what his company does in social is targeted to the primary point in the digital journey of his company’s prospects. “We have granulated and segmented our content in such a way that the lead ends up filling up an online form. The number of completions has increased by 43% since the pandemic started. This is due to a substantial increase in content marketing which is optimized via social listening tools. In other words we ask what do you need, rather than talk about what we offer.” Fuchs Torrescano also stresses that the pandemic has put forward the “need for top notch sites with relevant content and that are adaptable to all target market segments. It’s crucial to obtain high conversion rates.”

 

Carlos Leal, Marketing Director, Ambient Dairy, Nestlé,
Carlos Leal, Marketing Director, Ambient Dairy, Nestlé,

To Carlos Leal, Marketing Director, Ambient Dairy at Nestlé, based in Bogota (Colombia) the best strategy to convert social media users into Latin America e-commerce buyers is to generate “content that is part of the trend.” He adds that “Its not so much about having a link to the purchase site, but about making your offering a routine that is part of the daily live of the consumer. Good content marketing and word of mouth have played a very important role in generating trends. With that base, Influencers then can bring about a behavioral change in the end audiences.”

 

LatAm E-Commerce: Third Party Marketplaces Grow

Latin American third party marketplaces (e.g. Mercado Libre, Amazon), have played an important role in the survival of small and midsized online vendors, says Best Buy’s Camargo says that his company also helped these vendors to provide an excellent customer experience which was reflected in positive consumer reviews.

Nestlé’s Leal stresses the role of deep-linking: “Deep-linking is more important than ever for strategies that send consumers right to the purchase basket, particularly in the case of marketplaces. “They can be a credible reference that generates traffic and it is likely that this traffic ends up with a purchase, generating not only a lead but a sales conversion”, Leal concludes.

Deep-linking is more important than ever for strategies that send consumers right to the purchase basket, particularly in the case of marketplaces.

 

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We are very excited to announce Portada Live  on October 14.  At this exclusive virtual event, Brand Decision Makers will share knowledge about Digital Transformation and Purpose Driven Marketing, the two most salient topics in the current marketing environment challenged by COVID-19 and civil unrest about racism.

Through a combination of exclusive bespoke workshops, pre-scheduled 1:1 meetings, and collaborative knowledge-sharing sessions, Portada Live will provide the brand marketing community and Portada media and marketing service vendor partners the ideal platform to gain exclusive insights and develop new business in these challenging times.

We will be using an interactive and fun virtual platform which will maximize knowledge-sharing and networking. Stay tuned for directions from the Portada Team in the coming weeks.

Brand Decision Maker Driven Content

Brand marketers from corporations including: Cox Communications, Lyft, Nestle, K-12 , Wells Fargo and many more will discuss the below topics:
Brand Decision Makers

  • Collaborative Knowledge-Sharing Session: How Covid-19 is Accelerating Digital Transformation: A cross-industry perspective
    Brand decision makers from the beauty, real estate, online education, CPG and QSR industries will provide actionable insights about their digital transformation and readiness, including e-commerce marketing and the use of marketing technologies,  in these unprecedented times.
  • Research Spotlight: Consumer Behavior Trends for 2021
  • Brand Marketer Challenge: Purpose Driven Marketing in the Age of a Pandemic, Recession and Racial and + Social Injustice
    With the widespread outrage about racial inequality in the U.S. and worldwide, consumers are voting with their wallets about brands’ response to racism. A brands’ alignment with its core values and purpose should be the foundation of consumer support, even more so in a time where many Americans face traumatic financial decisions purchasing products (e.g. cereals or rent payment). Does a more progressive stance antagonize conservative stakeholders? How does this ultimately impact sales?Additional topics to be announced.

    Opportunities for Marketing Service Suppliers

    For information about thought-leadership speaking integrations and 1:1 meeting packages with major brand decision makers at Portada Live on October 14, please contact Sales Director David Karp.

     

    Already confirmed Partners

    Five Eighty

    Golin

    JACK

    JK Design

    Owen Jones

    Penta Marketing Agency

    Reset Digital

    Rise Interactive 

    TLNT Holdings

    Vevo

    We are Content

What: Who are brands turning to in order to engage today’s evolving Hispanic Marketing audiences? Are Univision and Telemundo still the go-to networks? How are budget allocations shifting as new platforms and media emerge? We talk to industry insiders to find out.
Why It Matters: While digital platforms allow for more effective targeting and messaging, Univision and Telemundo remain referential to Hispanic marketers. Their market share and consumer demographics resources make them pillars of Hispanic communication.

Evolving demographics and new digital platforms and formats are keeping marketers on their toes. But while online video and social media are extremely popular, some things don’t change. Networks Univision and Telemundo continue to wield considerable power in connecting brands with Hispanic audiences.

 

Telemundo, Univision: a source of knowledge about consumer demographics in Hispanic Marketing

Multicultural marketers watch Univision and Telemundo closely. The industry leaders are an example on how to keep up with the increasingly complex Hispanic demographic. In many ways, marketers are comfortable turning to them as safe bets for reaching and truly engaging Hispanic audiences. Chris Ota, Marketing Manager, Confections & Global Foods at Nestlé USA said that their Multicultural COE, led by Margie Bravo, “works very closely with Univision and Telemundo as they bring great resources and knowledge about with consumers demographics.”

Margie Bravo, Multicultural Marketing Manager at Nestlé USA explains how the two powerhouse networks have seen the shifting Hispanic Marketing landscape evolve. “They are adapting the offering for the future as they more than anyone has seen their audience evolve as well.”

Larissa Acosta, Segments Integrated Marketing Lead at Wells Fargo, agrees. “Latinos are an important consumer segment for Wells Fargo, which is why Univision and Telemundo are key partners in our marketing mix. They both target the same audiences with similar programming. We don’t see one network as more effective than the other.”

Too few marketers cater to Spanish-Speaking Hispanics 

Lucia BallasTraynor, Executive Vice President, Client Partnerships at Hemisphere Group, supports both Ota and Acosta’s arguments in favor of Univision and Telemundo’s effectiveness. “Tell me what general market network can claim the type of share that Telemundo and Univision have. That’s what marketers and buyers should focus on,” she says. 

Tell me what general market network can claim the type of share that Telemundo and Univision have? That’s what marketers and buyers should focus on.

She also explains what it means that Univision and Telemundo still hold such a high share of Hispanic audiences. “It means that regardless of acculturation level or language proficiency, Hispanics are still largely underserved by general market choices.”

English or Spanish. What difference does it make?

Regardless of which language Hispanics speak primarily, Spanish plays a key role in their identity. For this reason, “reaching ‘Spanish-language Hispanics’ is still a priority for a select group of marketers, but should be part of every marketer’s strategy,” adds Traynor.

Nonetheless, Morgan admitted that Univision and Telemundo are far more targeted to the bilingual or Spanish-dominant Latino. They “still don’t address the English dominant ones, as the majority of their programming (95%+) is Spanish-language.” As the Hispanic becomes more acculturated and bilingual, Morgan, at least, does not see them switching to English: “Their core business is Spanish-language television, so the story they tell in the marketplace speaks to that.”

New digital platforms have allowed our marketing messages to be more targeted, measurable and culturally relevant. We have opportunities to experiment with new creative and content formats and test our way into optimized creative that drives business results.

Acosta of Wells Fargo seconds that sentiment, and adds: “Spanish language television has been delivering big ratings for a while now, so we are not surprised that the trend continues.” She also notes that much of the viewing for these networks is live, as streaming and time-delayed viewing become more common programming formats.

It’s complicated to address the Hispanic audience at the right level of inclusion. Marketers must understand that the Hispanic American today is complex. Bravo of Nestlé says that when Telemundo and Univisión started “[they] had a foreign-born population that didn’t speak English, but today the highest growth is coming from the second-generation of US-born Hispanics who are very proud of where they came from but want to also honor their American heritage.” For this reason, instead of focusing solely on Multicultural or Hispanics, many brands are opting for a Total Market approach.

More Brands Adopting ‘Total Market’ Approach

Nerds candy Hispanic Marketing campaign
Nerds candy Hispanic Marketing campaign

Nestlé is one of them. Their coffee Latino-oriented brands like La Lechera, Nescafé Clásico, and Coffee-mate communicate through both English and Spanish advertising. Bravo adds that “The Spanish creative may be slightly different to acknowledge the nuances of how the brand is viewed or used amongst Latinos.” However, a Total Market approach seems to facilitate more flexibility.

Bravo also mentions that Nestlé has introduced “exotic flavors inspired by Hispanic tastes across several categories,” like confections, frozen snacks, and beverages. For example, take the Nerds candy ¡Lucha Grande! campaign. “For Hispanics some of these flavors may be nostalgic. But for Non-Hispanic Millennials, these flavors may add a cool twist to their favorite Nerds candy,” says Bravo. And the industry recognized this effort, awarding it the National Confectioner Association’s (NCA) “Most Innovative 2017 New Product” award.

Are Facebook and Google alternatives to Univision and Telemundo? 

So what about the alternatives to Univision and Telemundo? Asten Morgan, Executive Director of Integrated Media at Latina Media Ventures, said: “Univision and Telemundo are Spanish-language television networks,” says Asten Morgan, Executive Director of Integrated Media at Latina Media Ventures. “Facebook, Google and now possibly Snap have more influence specific to Latinos, [but] those networks have small digital footprints.”

On the other hand, Acosta noted that new digital platforms do offer opportunities that television does not. “New digital platforms have allowed our marketing messages to be more targeted, measurable and culturally relevant…We have opportunities to experiment with new creative and content formats and test our way into optimized creative that drives business results.”

Acosta adds: “Both networks have recognized that media consumption is changing. They’ve set very interesting strategies in play to evolve with the times.” By acquiring properties like Fusion, The Onion, and The Root, Univision’s strategy seems to target not just Hispanic, but Millennial audiences. Telemundo, on the other hand, promotes within NBC’s properties. “They are both important partners, and are among many other Hispanic targeted vehicles that are part of our media mix,” Acosta said.

Multicultural and Hispanic Marketing: different but the same? 

While some people use the words “Multicultural” and “Hispanic” interchangeably, they most certainly do not mean the same thing. Still, many brand marketers do not have budgets for both types of targeting. Are media buyers and brand marketers starting to shift budgets away from Hispanic into broader Multicultural targeting?

Morgan of Latina Media Ventures asserts that he does see them as competing for budgets. “It’s about trying to tap into two buckets of money. Some brands just have one or the other, but it’s smart on their part if they can pull it off, as Multicultural blurs the color or ethnicity line.”

But Morgan does not believe that budgets will shift away from Hispanic to Multicultural. Hispanic “can be as specific as Spanish-language only. This means the exclusion of the fastest growing Hispanic segment, the acculturated Latino.” In his experience, “there are specific Hispanic initiatives and then there are Multicultural ones.”

Will both fuse? Will marketers have to choose?

Acosta of Wells Fargo agrees that both Multicultural and Hispanic marketing are evolving. This progress is thanks to demographic changes “combined with the growing influence of diverse cultures on the mainstream, particularly with younger, digital native generations.” She adds that they work closely with Association of National Advertisers, the Alliance for Inclusive & Multicultural Marketing, and other industry organizations “so that the work is reflective of the growing influence and acceptance of diverse insights in business planning.”

Acosta asserts that, at Wells Fargo, they do not see any demographics or audiences as competing for budget.  Instead, they let “the business opportunity determine our segment strategies and budget allocations.” This means the company allocates budgets in segments that are driving business through studying campaign data and measuring performance. So, in the end, it always boils down to having the right data. It’s important to know your target in order to choose the right approach. 

 

Changing Places LatAm: people change positions, get promoted or move to other companies. Portada is here to tell you about it.

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

Parisian fashion brand  Dior has a new regional director in Latin America, Hugo Charles.  The new regional director, Hugo Charles, has an extensive experience in the retail in industry, especially in Mexican market. Until last December, he worked as the director for the Luxury Division at the El Palacio de Hierro for 3 years, the same chain of department store where Dior had installed two pop-up shops for the holiday season. Dior has been strategizing to expand its presence in South America with the opening of new stores in countries suchs as Mexico, where the company owned by LVMH opened its first stand-alone stores last October. 

 

As of January 1st, 2020 Ana Torres de Navarra will continue representing the NYTS, however she will be doing so via Colibri Media.  The New York Times will be consolidating all of its international business in both the Caribbean and Latin America with Colibri Media

 

 

 

 

Levi Strauss & Co. (LS&Co.) announced a series of executive changes:

Roy Bagattini, executive vice president and president for Levi Strauss Americas, is leaving LS&Co. to assume a group chief executive officer (CEO) position at Woolworths. Marc Rosen, executive vice president and president of direct-to-consumer, will fill in the role.With Bagattini’s departure, Rosen will be responsible for leading the company’s largest commercial operations, spanning all brands and channels across the U.S., Canada, Mexico, Brazil and the balance of Latin America.Rosen, a veteran retailer who has held roles in e-commerce and international expansion at Walmart, will retain leadership of the direct-to-consumer business.

 

 

IPG Mediabrands has made a few senior appointments:

Andrea Suárez has been named new President of Thrive, while Sergio Kessissian is the new IPG Mediabrands Latin America CEO.

Suárez takes over the global leadership of IPG Mediabrands´ Nestlé exclusive unit. She will be responsible for strengthening the partnership between IPG Mediabrands and the brand globally.

Kessissian, who becomes chief executive officer for IPG Mediabrands Latin America, will replace Suárez, who has held that role since 2015.

LLYC, the global communication and public affairs consultancy, has incorporated three new partners:Mariano Vila, General Director of LLYCArgentina; Ana Folgueira, Executive Director of Estudio Creativo; and David González Natal, Senior Director of the Consumer Engagement department.

 

2020 promises to be an exciting year in marketing. We asked brand and media agency executives that are part of the Portada Council System where they see the main challenges and opportunities.

 

As the new year fast approaches, Portada touched base with brand marketers and media agency executives, members of Portada’s Council System. We asked them what 2020 could bring in terms of challenges and opportunities. Among the most alluring opportunities and/or challenges, they cited: preparing for a world without (or a smaller) Facebook, more proprietary data for brands, efficient cross-screen metrics, marketing in a divisive political scenario, and finding synergies between Hispanic and general marketing campaigns.

 

2020 opportunities: Preparing for a world without (or a smaller) Facebook

2020 opportunities expertMarketers’ reliance on social media as a marketing and lead-generation tool has been parallel to Facebook’s rise to social media heaven. But has the social media giant reached its zenith or, even worse, is it starting to decline? “How to future proof my business in a world without or a smaller Facebook. In performance marketing, Facebook is still king, and also in terms of reach and signals of consumers’ interests and intent. What happens if Facebook changes? Or if there is regulation? Or if it doesn’t enjoy the popularity of generations like Z and beyond? This is more of a longer-term challenge, ” says John Sandoval, Senior Brand and Latino Marketing Manager at Intuit.

How to future proof my business in a world without or a smaller Facebook. In performance marketing, Facebook is still king, and also in terms of reach and signals of consumers’ interests and intent. What happens if Facebook changes? Or if there is regulation? Or if it doesn’t enjoy the popularity of generations like Z and beyond?

 

Brands need more ownable and proprietary data

2020 opportunities expertTo Peter Lee Brown, Brands & Communications Strategy, at Nestle, “Data has become commoditized, brands need more ownable, proprietary data“. Related to this challenge, Brown sees an opportunity for brand marketers in terms of “lean innovation and in-housing capabilities”, as he expects them to “lead to greater speed, creative expertise, and control.”. According to Brown in the current scenario of perpetual disruption, “brands can drive disruption and become challengers.”

Ariela Nerubay, Chief Marketing Officer at Curacao, also cites disruption, in this case in the retail space as an alluring opportunity: “Disruption of the retail in-store experiences to drive traffic to physical stores.”

 

2020 opportunitiesIf you are interested in joining the Portada Council System, our year-round knowledge-sharing and networking platform, please contact us here if you are marketing services supplier and here if you are a brand marketer.

 

Making second-generation Hispanic campaigns attractive to non-Hispanics…

Successful marketing to the LatinX consumer (second and third-generation Hispanics) is paramount to the progress of Corporate America in 2020 and beyond. Ariela Nerubay, Chief Marketing Officer at Curacao, tells us that “How to develop targeted campaigns for the 2nd and 3rd gen Hispanic on general market media that also attracts non-Hispanics” is one of the main challenges for her company in 2020. Similarly, she also cites developing a “lead generation strategy for Hispanic and non-Hispanic customers with same creative” as a challenge and opportunity.

 

…in a world where it is increasingly “not good” to be the “other”.

Marketing in a politically convoluted environment that is often divisive has been an important topic at Portada Council System workshops in 2019. Going into 2020 it will continue to be a challenge for brand marketers. As Intuit¨s John Sandoval notes “Specifically to multicultural marketing, in a country and increasingly in a world (last week’s UK election) where it is ‘not good’ to be the other or a minority or a population group other than the ‘mainstream’, how do we get the resources, attention, etc, from across the landscape? What if Trump is re-elected for another 4 years?”

 

Cross Screen Measurement to understand Reach and Frequency

The ascent of video marketing, partly a result of the substitution of TV media budgets by video, is bringing in more 2020 opportunities for media buyers. Darcy Bowe, SVP, Media Director, Starcom USA tells Portada that “cross-screen measurement that allows us to understand overall reach and frequency, including understanding where truly incremental reach is being driven” is an important opportunity for efficient media buys in 2020. Bowe is part of Starcom’s Video Center of Excellence, where she focuses on investing in all video media as well as creating content and building integrated programs in the video media space on behalf of her clients.

Given the range of CPMs and creative units across media types, how do we value an impression in each type and how does that impact ROI?

Bowe also notes that, given the range of CPMs and creative units across media types, it will be important to develop solutions for how impressions should be valued in each type and how this impacts ROI. To resolve the relationship between performance and branding (awareness) will be another challenge: “How can we best create media plans that balance targeting the most likely consumer to interact & transact with the brand as well as find broad reach to create awareness?”

Changing Places LatAm: people change positions, get promoted or move to other companies. Portada is here to tell you about it.

Michael Bowling has been named President, DIRECTV Latin America, and will report to Melissa Arnoldi, Vrio CEO.

 

 

 

 

Carolina Coppoli has been named Chief Digital Officer (CDO) Latin America and Caribbean at McCann Worldgroup. She will be based in Buenos Aires. 

 

 

 

 

German chemical & consumer goods company Henkel appoints Hannes Schollenberger new President Latin America.

 

 

 

Pablo Ceriani takes over as Aerolineas Argentinas new President.

 

 

 

 

After 15 years at Nestlé, Luis Mondragón joins Kimberly-Clark Mexican subsidiary as Head of Marketing and Sales.

 

 

 

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

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

  • Rappi

Wavemaker has won the media account for Rappi, the fast-growing online delivery business, after a competitive pitch that also included IPG and Publicis. Wavemaker will be responsible for the strategic media planning and buying for the ecommerce giant which recently achieved unicorn status and is recognized as one of the most innovative organizations in Latin America.The agreement covers all markets where Rappi operates: Argentina, Brazil, Colombia, Chile, Costa Rica, Ecuador, Peru, Mexico and Uruguay. Wavemaker have won the account with a mandate to create both innovative and effective communication to Rappi’s multiple target audiences, continue to massify Rappi’s services and contribute to positioning the business as the one-stop platform for convenience and quality.

  • Viva Aerobus 

Mexican ultra low-cost carrier Viva Aerobus will start seasonal service from Chicago´s O’Hare International Airport to five cities in Mexico beginning December 7, 2019, through January 13, 2020. The new routes include daily service to Guadalajara; 3x weekly service to Morelia and 2x weekly services to Leon, Monterrey and Zacatecas using an Airbus A320 with 180 seats.Viva Aerobus offers 13 years of operating experience, an ultra low-cost business model known for its operating efficiency, a focus on customer service, Mexico’s newest aircraft fleet, and competitively priced flights tailored to each passenger.

  • Grupo Herdez

Grupo Herdez, a Mexico-based company engaged in the food processing sector with more than 1,500 products in more than 40 different categories sold in 17 countries, has acquired Cielito Querido Café coffee chain in a deal valued MXN$280 million(US$14.7 million). Cielito Querido Café has currently 78 sales points and is one of the most well-known brands in Mexico.

 

 

  • Nestlé 

Food and nutrition product manufacturer Nestlé has contributed to a fund being raised by Mexico-based venture capital firm Angel Ventures with a US$100m target, Expansión has reported.Founded in 2008, Angel Ventures invests across Mexico, Colombia, Peru and Chile – the four countries that make up the Pacific Alliance trade bloc – in addition to the US.The latest fund will specifically target companies based in Pacific Alliance countries, and intends to back 20 to 25 startups. Angel Ventures’ portfolio already includes mobile card reader developer Clip, beauty product distributor B2Link and airport lift provider Wingz.Fausto Costa, executive president of Nestlé Mexico, said his company is interested in food and beverage startups as well as pet food brands and companies developing innovative food and agriculture technologies.

For prior Sales Leads LatAm editions, click here.

 

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.

 

 

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.

Latin American market leaders will discuss the future of marketing technology on October 17 at the beautiful Casa Lamm in Mexico City. The agenda includes:  5G, DOOH, e-commerce, and much more. Three units of Portada’s council system will hold their private meetings at the event. Get tickets now and meet executives of your choice at Portada Meet Up.

 

Don’t Miss Latin American Market Leaders at Portada Mexico

This year, for the 2019 edition of Portada Mexico, the leaders of marketing innovation in Latin America will delve deep into the state of the art of MarTech and will discuss new insights to target consumers in key Latin American markets. 

On October 17 at the Casa Lamm, top brands and agencies will show how they’re evolving their video and digital marketing toolkit to engage consumers via out of home advertising and e-business. In addition, brilliant speakers will discuss 5G and its relevance in the Mexican market.

Portada Mexico attendees will be able to network with members of Portada’s Council System. The Americas Board, Brand Star Committee Latam, and Travel Marketing Board will hold their second 2019 in-person meetings at the same venue.

Portada Mexico offers senior executives from tech, media and marketing firms the opportunity to interact with brand marketers through Portada’s one-on-one meetup offering. Get tickets and choose whom to meet from a list of brand and agency decision-makers pre-screened by Portada (first-come, first-served). 

Latin American Market Leaders to Take the Portada Mexico Stage:

Is 5G a Reality in Mexico?

Henry Zamarripa, Head of Sales & Partnerships, Verizon Media

5G promises endless opportunities for brands to redefine their relationship with consumers: Smart Cities, IoT, instant brand-consumer communications, etc…

 

 

Out of Home Advertising in the Digital Era

Valentin Bueno, CEO, Latcom

Mobile and geo-location technologies are expanding the horizons of out of home advertising.

 

 

Using Digital Strategies to Reach Small Business Owners in Mexico

Juliana Sarria, Manager of Consumer & Client Engagement, Grupo Gepp

Traditional business owners handle around 80% of Mexican CPGs. The head of consumer & client engagement at Gepp will explain how digital marketing can help navigate the complex world of Mexican retail.

 

 

The Revolution of Video Marketing in Mexico

Marine Garmrouguian, Head of Programmatic, Affiperf MX, Havas Media Group

 

 

 

 

E-Business as a Cornerstone of Marketing

Luis Macin, VP of E-Commerce, Nestlé MX

Macin will explore how E-Business dynamics impact marketing from brand building to digital communications.