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

  • PepsiCo / Ocean Spray – Latinoamérica

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

  • Xbox – Global

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

  • Diagonal Norte – España

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

  • Continental Pneus – Brasil

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

  • Campbell´s – México

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

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

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

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A summary for Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.
  • PepsiCo / Ocean Spray – Latin America

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

  • EZCorp – Mexico company

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

  • Xbox – Global

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

  • Diagonal Norte – Spain

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

  • Continental Pneus – Brazil

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

  • Campbell´s – Mexico

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

Online Directory of Corporate Marketers and Media Buyers/Planners targeting Latin Americans
An interactive online directory. with detailed contact information of more than 500 Leading Agency and Marketing/Advertising Directors who are targeting Latin Americans and/or consumers in the Latin world.
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  • 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.

 

Jamie Stein (photo), Director Digital Initiatives, PepsiCo, tells us about the launch of the Woman Inspiration Network and how it relates to its wider marketing objectives.

Portada: What is WIN?

Jamie Stein: "As part of PepsiCo’s commitment to Performance with Purpose, we are spotlighting the role women play in making a difference around the world …in sustainability and the environment, in how they feed their families, and in how they foster and inspire change everyday in the world around them.

WIN is an online interactive network offering a global female perspective of inspiration and idea sharing through experts, influencers and real women around the world.  It is a channel of compelling, inspirational, video content that fosters meaningful conversations among influencers relevant to women globally

– We share a behind-the scenes look at events, offer interviews with experts across a variety of topics, and discuss trends and latest digital information

– We cover both the fun and the informative

– It’s a network for all who are interested in listening, engaging, enabling and supporting women."

 

Portada: Why did you start it?

Jamie Stein: "PepsiCo believes in the power of digital to help achieve our company visions and goals—and as leaders in the digital arena, key to our commitment is reaching and engaging women. We wanted to create a forum to spotlight women making a difference, to provide access to compelling content women wouldn’t normally have access to – behind the scenes footage at interesting events, interviews with experts on compelling topics, and trends on the horizon.

Women are the most influential social media users, and as a company, we are investing in efforts to engage them at a corporate level as well as across the PepsiCo enterprise

86 percent of women in the U.S. have a profile on a social networking site and 72 percent log on everyday

Of those online women:

– 44% are mothers

– 33% are college grads

– 11% have incomes of 100k +

– 60 percent are married

– And social and digital marketing is impacting what they buy — 53% of women who use social networking made purchases based on blog posts."

Portada: Is this just for your brands?

Jamie Stein: "Across our enterprise, we have some of the most powerful brands in the world – and many of them got  to their level of leadership by paying attention to women and helping to champion women in everything they do. PepisCo WIN amplifies our brands’ commitment and takes it to the next level of corporate support."

 

Portada: Why are you launching WIN now?

Jamie Stein: "Now is the perfect time to launch an online channel for women. The digital media trends continue to prove that as a medium, it is the fastest means of influence in the world and women are driving that evolution. Women are the most influential social media users, and as a company, we are investing in efforts to engage them at a corporate level as well as across the PepsiCo enterprise."

 

Portada: What is the long-term vision?

Jamie Stein: "Today is only the beginning of our global conversation.  Our long-term goal is to create a robust online community with interesting, informative content provided by PepsiCo, but also contributed by women around the world. We want to foster a two-way dialogue and provide a snapshot into what is going on with women, and what is important to them on a global scale."

 

Portada: What other women-focused digital initiatives has PepsiCo or its brands executed in the past?

Jamie Stein: "PepsiCo and our brands have long been ahead of the curve in creating digital campaigns to engage women. Tropicana, for example, was among the first to do an in-depth partnership with BlogHer, creating an online channel called “The Juice” where bloggers posted commentary about interesting topics, as well as advice on healthy living to launch the brand Trop50.  Meanwhile, Quaker has used Facebook as a platform for a social media campaign featuring celebrity trainer Bob Harper to provide insider-tips for healthy ways for women to start the day."

 

Portada: What is the significance of WIN as a corporate-wide, cross-brand initiative (vs. solo brand-driven efforts—e.g., TropiMamas)?

Jamie Stein: "This is a significant initiative to share PepsiCo’s vision and commitment to women around the world.  As a company, and among our vast individual brands, we are dedicated to our mission and beliefs – Performance with Purpose in sustainable practices, nutrition and wellness,  and supporting our people in communities around world.

We aim to do so by continuing to be a leader in the rapidly evolving world of digital media  and by helping to power the business change we seek in our diverse portfolio. Our brands and businesses  support these beliefs and continue to  work toward impacting women, and now at a corporate level we are furthering that effort with PepsiCo WIN.

For PepsiCo WIN, we hope to foster conversations and a two-way dialogue, offer interesting points of view on topics both fun and information, provide an insider’s access to information normally not available, and ultimately be a source for inspiration."

 

Portada: Why is it significant that WIN is being launched during Social Media Week?

Jamie Stein: "Many of PepsiCo’s biggest impacts, in both digital and social good, have been announced at Social Media Week, like Pepsi Refresh last year. This year is no different. PepsiCo is tapping into the power of women, in the digital space and beyond, with the introduction of the Women’s Inspiration Network.

As part of PepsiCo’s commitment to Performance with Purpose, we think it is important to spotlight the role women play in making a difference around the world …in sustainability and the environment, in how they feed their families, and in how they foster and inspire change everyday in the world around them.  All eyes are on digital leaders during Social Media Week, we thought it the perfect time to announce our new venture furthering PepsiCo’s leadership in the digital and social space."

 

Portada: Do you have any Hispanic initiatives?

Jamie Stein: "The Hispanic market is very important to us. We’re always tailoring our content to discuss issues and trends that are relevant to every community."

  • Bimbo

Grupo Bimbo has completed its acquisition of Mexican confectionery firm Dulces Vero, a deal that should strengthen its position in the US hispanic confectionery market, according to market analyst Jonathan Thomas.

Grupo Bimbo said that Vero’s products complement its subsidiary company Barcel in the US Hispanic market, and also furthers the company’s strategy of reaching across all socio-demographic segments.

 

  • PepsiCo

PepsiCo has selected New York communication agency, the vox collective, as its Hispanic communications agency of record. The announcement follows an extensive review that took place over the course of three months and involved a comprehensive examination of agency capabilities in public relations.

  • Coke Zero
Coca-Cola has appointed Ogilvy & Mather to explore new creative work for Coke Zero globally, following a competitive pitch. The agency’s Paris office will now be responsible for finding new ways to promote the soft drink, which is often referred to as “bloke coke” for its focus on “real taste, zero sugar” and slogans such as “impossible made possible”.

If you are a Subscriber to the Directory login and access the Directory.

Get access to detailed contact information in our Interactive Directory of Corporate Marketers and Agencies targeting Hispanics.

PepsiCo has selected New York communication agency, the vox collective, as its Hispanic communications agency of record. The announcement follows an extensive review that took place over the course of three months and involved a comprehensive examination of agency capabilities in public relations, corporate responsibility, public affairs and brand building in the Hispanic market.

The vox collective will develop a long-term community affairs and media relations’ strategy for PepsiCo and manage a sophisticated communications platform for its Performance with Purpose corporate responsibility program. Building on PepsiCo’s assets, the vox collective will work to better connect the company and its global portfolio of brands to the Hispanic community.

NOTE: We just updated our online database of Corporate Marketers and Agencies targeting Hispanics with 100 new major contacts: SUBSCRIBERS: can see them online or send us an e-mail for the detailed list (nicolas@portada-online.com). NON SUBSCRIBERS: If you are interested in subscribing to an interactive database of more than 1,800 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics, click here to buy or  please call 1-800-397-5322 or e-mail nicolas@portada-online.com.

  • JP Penney

JP Penney has reassigned Hispanic marketing and buying responsibilities to Conill and OMD. The Vidal Partnership will no longer handle the creative and account duties, Conill is the new agency in charge. OMD will handle media buying.

Earlier this year, New York City based The Vidal Partnership lost another important retail account: Home Depot (read related article here).

  • PepsiCo

Omnicom Group has named Rita E. Rodriguez Executive Vice President, effective immediately. In this newly created position, Rodriguez will lead multi-agency integration and innovation for PepsiCo. Read more here.

 

  • Elevation

Elevation, a DC-based full-service communications agency, has added three new accounts to its portfolio: Health Resources and Services Administration (HRSA), The Laborers’ International Union of North America and U.S. Customs and Border Protection. Read the full article here.

 

  • ESPN Deportes

In celebration of Hispanic Heritage Month, ESPN Deportes launched last week Fanático Latino, an integrated marketing campaign honoring the character and diversity of the Latino Sports Fans. Through first person testimonies, Fanático Latino highlights the passion and love Hispanic fans and athletes have for sports. The campaign rolls out this week across various ESPN Deportes platforms including television, radio and online.

The campaign consists of 30-second vignettes featuring interviews with fans telling their stories on what being a Latino sports fan means to them. From soccer to baseball, boxing, and from football to cycling, the campaign showcases the diverse tastes of the Hispanic sports fan, featuring interviews with fans from various Latin American countries. Read more here.

Get access to detailed contact information in our Interactive Directory of Corporate Marketers and Agencies targeting Hispanics.

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Lexus, Lowe’s , BMW, Hormel Foods, Applebee’s, Cheetos, Domino’s®, NASCAR, Toyota, ALDI, Teasdale Latin Foods, Resnick Distributors….. and more brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

 

  • Applebee’s

CheetosApplebee’s is launching a new online-only brand. The main menu item? Cheeto-flavored wings. Customers can start ordering from Cosmic Wings, which is available through Uber Eats. On the menu: wings with two exclusive Cheetos sauces, original and Flamin’ Hot, plus cheese bites, chicken tender dippers, waffle fries and onion rings. The brand will operate out of about 1,300 Applebee’s locations across the country but won’t have its own restaurants. Casual dining chains like Applebee’s, which have suffered even more than some other restaurants during the pandemic, have been experimenting with virtual brands as a way to boost sales and make use of well-equipped kitchens at a time when more people are ordering delivery. Sales at Applebee’s restaurants open at least a year fell 13% in the third quarter of 2020. PepsiCo, which owns Cheetos, and Applebee’s developed the recipe for Cheetos wings together.

  • ALDI 

ALDIAs part of its continued mission to offer customers convenience in how and when they shop, ALDI will further expand its eCommerce offering throughout 2021. The company will add Curbside Grocery Pickup service to 500 additional stores by the end of the year, bringing the total number of curbside locations to more than 1,200. ALDI will also continue to offer grocery delivery via Instacart in almost all of its stores. Additionally, ALDI breaks ground on a new regional headquarters and distribution center in Loxley, Alabama, which will support the company’s expansion throughout the Gulf Coast region. The 564,000-square-foot facility is the company’s sixth distribution center in the southern U.S., and it will be equipped to service up to 100 stores in Alabama, Southern Georgia, Mississippi, the Florida Panhandle and Louisiana, which will be the 38th state where ALDI operates. The new Loxley distribution center will feature several sustainable building elements, such as solar panels, LED lighting and an environmentally friendly refrigeration system. The facility will also create an additional 200 jobs when it opens next year. With the distribution center in place, ALDI plans to open as many as 35 new Gulf Coast-area stores by the end of 2022, with the first two stores in Tallahassee, Florida slated to open later this year.

  • Lexus 

CanelaCanela TV  an  AVOD streaming services for U.S. Hispanics, has partnered with Lexus to release a series of feature films celebrating “Latinos in Hollywood” on its platform. The collaboration champions Hispanic talent, demonstrating Canela.TV & Lexus’ commitment to providing Hispanic audiences with high-quality, relevant entertainment for free. Canela.TV is the popular video platform from Canela Media, an industry-leading female and Latina-owned digital media company. The Movie Night series will run from 2/15 to 3/15.This news comes on the heels of Canela Media’s most recent announcement with the launch of Canela News, the first free, live streaming newscast for U.S. Latino cord cutters. The Spanish-language daily newscast will cover topics most relevant to US Latinos, including breaking news, sports, immigration, and more.

  • Lowe’s

Hogar LoweDiscovery U.S. Hispanic and Lowe’s announced their partnership to create exclusive food- and home improvement-focused content for Hispanic audiences, primarily through Hogar de HGTV, for Spanish-language audiences. As the exclusive home improvement partner, Lowe’s will have exclusivity in the home improvement category across Discovery U.S. Hispanic’s entire portfolio, which includes Discovery en Español and Discovery Familia, as well as the networks’ respective digital properties and GO Apps. Facilitated by Starcom USA, the partnership across the companies’ ad sales, digital, content, commerce, marketing and talent functions will feature multi-platform content development and a research program designed with Horowitz Research to better understand the behaviors, preferences and needs of Hispanic DIYers and Pros. Lowe’s will be exclusively integrated into select Discovery U.S. Hispanic original productions throughout 2021. Key original titles include Hogar Stars; Diseñador En Casa and Fix My Fail. Lowe’s will also be incorporated into the upcoming Hogar de HGTV digital-first series, including Living Green, and Our Family (Nuestra Familia).  Full descriptions of original linear and digital series are available here. Digital elements of the partnership will include the launch of a jointly created website where Hispanic renovation enthusiasts can find information and inspiration to bring their visions to life. Discovery U.S. Hispanic will also provide custom DIY and home-related videos to be used on Lowe’s social media platforms.Lowe’s and Discovery will explore ways to bring the Hogar de HGTV brand to life through merchandising and Point-of-Purchase curated displays. Additional partnership details, including programming and schedules will be released at a later date.

  • BMW 

BMWBMW of North America returns as the Official Automotive Partner of New York Fashion Week: The Shows for the FW ‘21 season. In this latest chapter of their partnership, BMW and IMG joined in support of New York Fashion Week (NYFW) to celebrate fashion, culture, design and economic development. The highlight of this year’s activation was a custom content series with luxury womenswear fashion designer – and New York City’s own – LaQuan Smith. The content showcased the intersection of the fashion and automotive industries, as well as highlighted how Smith and his team have continued to innovate, inspire and persevere throughout the past year. BMW of North America’s role as Official Automotive Partner of New York Fashion Week underscores the brand’s decades-long commitment to the arts and culture, a cornerstone of its efforts to engage diverse audiences in new and innovative ways. The custom content series, which debuted on February 13, 2021, serves as a notable kickoff to BMW of North America’s partnership. 

  • Hormel Foods  

Hormel FoodsHormel Foods Corporation, a global branded food company, announced that it has entered into a definitive agreement to acquire the Planters®  snack nut portfolio from the Kraft Heinz Company. The proposed transaction is expected to close in calendar Q2 2021, subject to regulatory review and approval. The acquisition includes the Planters®, NUT-rition®, Planters® Cheez Balls and Corn Nuts® brands. Hormel Foods will acquire the business for US$3.35 billion in cash in a transaction that provides a tax benefit valued at approximately US$560 million, equating to an effective purchase price of US$2.79 billion. The Planters® snack nut portfolio net sales were approximately US$1 billion in calendar year 2020 and are expected to grow at the company’s long-term organic growth target. Operating margins are expected to be accretive to the Grocery Products business in 2022 and enhance margins and cash flows for the total company. Hormel Foods expects to attain synergies of approximately $50-60 million to be realized by 2024. The acquisition includes three dedicated production facilities located in California, Arkansas and Virginia.Citi and Credit Suisse are acting as financial advisors to Hormel Foods and Faegre Drinker Biddle & Reath is serving as legal counsel.

 

Marketing ConferencesAt this exclusive virtual event on March 24, 2021, 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.

 

  • Toyota 

ToyotaAs NASCAR  kicked off one of the biggest days of the season with the running of the 63rd Daytona 500, Toyota took a moment to encourage the youth of America to find their dream and pursue it. Toyota Racing unveiled a short film entitled, ‘The Dream.’ It tells a story of a young, African-American girl looking to achieve her dream of becoming a race car driver. She battles back from adversity and overcomes challenges along the way. With inspiration from the historic victory by 19-year old Gracie Trotter, who became the first female driver to win an ARCA-sanctioned race in September, and the return of Bubba Wallace to the Toyota family, our star realizes that her dream is within reach.The complete short film was produced in collaboration with whatnot Films out of Charlotte, N.C. and will reside on the Toyota Racing social channels of Twitter and Facebook along with YouTube. A special 60-second condensed version was featured on Fox during the Daytona 500 broadcast.

  • Teasdale Latin Foods / Resnick Distributors

Teasdale resnickBHI, a full-service commercial bank, announced that its Food & Beverage Group has arranged a total of US$61.6 million in two new financing transactions for clients Teasdale Latin Foods and Resnick Distributors. For Teasdale Latin Foods, BHI provided a revolving line of credit to refinance existing debt and support the working capital needs of the company. With roots dating to 1942, Texas-based Teasdale is a private equity-owned food company focused on the Hispanic food category. The company has a portfolio of seven brands and works with major name brand food companies via private label and co-manufacturing relationships. This financing marks the second BHI transaction for a portfolio company of Snow Phipps Group, LLC, the private equity sponsor. For Resnick Distributors, based in New Brunswick, New Jersey, BHI provided financing for working capital, capital expenditures, and real estate. Founded in 1945 and now in its third generation, Resnick ranks in the top 25 largest convenience store distributors in the country. BHI is a registered service mark of Bank Hapoalim B.M., Israel’s leading financial institution. BHI’s U.S. division provides commercial lending solutions to middle market clients in sectors including commercial real estate, C&I, food and beverage, entertainment, apparel, healthcare and high-tech. In addition to its New York Branch, the bank has U.S. Representative Offices in Woodcliff Lake, New Jersey; Miami, Florida; and Los Angeles, California.

 

Portada Live

At this exclusive virtual event on March 24, 2021, 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.

 

 

Samsung, Walgreens, Chobani, Mango, T-Mobile, Halsey, Fiverr, Cheetos, Doritos … and more brands targeting the U.S. consumer right now. 

  • Samsung

    SamsungSamsung Electronics America, Inc. and Twitch announced a partnership that secures Samsung Galaxy as the exclusive mobile device partner of Twitch Rivals North America (“Twitch Rivals”). Twitch Rivals is a series of competitive, online events designed from the ground up for Twitch streamers and viewers. Through this partnership, Samsung and Twitch Rivals will create the next wave of mobile gaming heroes with a year-long program featuring regular, exclusive mobile gaming challenges and events. Events will feature Samsung’s lineup of Galaxy 5G-enabled mobile gaming devices. Samsung and Twitch Rivals are coming together to kick off 2021 with a live, Twitch Rivals broadcast on January 13. Other events are planned shortly thereafter, including a Twitch Rivals Mobile Challenge powered by Samsung Galaxy 5G devices. “Our flagship Galaxy devices help gamers win, with high-resolution screens and advanced processing power to deliver an amazing gaming experience.  And, of course 5G can help to deliver the low latency environment gamers want, especially in multi-player environments,” said Jude Buckley, Executive Vice President of Mobile, Samsung Electronics America.

     

  • Walgreens

WalgreensWalgreens is expanding its financial services offering in partnership with Synchrony  and Mastercard, as part of its ongoing commitment to offer differentiated healthcare services and benefits to customers. In the coming months, Walgreens will launch credit cards, issued by Synchrony, as well as a prepaid debit card, both of which will be powered by the Mastercard network. The credit cards will closely connect with Walgreens new customer loyalty program, myWalgreens, which launched in November 2020, and cardholders will be able to receive myWalgreens cash rewards and other offers. Additionally, the flagship, co-branded credit card will offer a wider range of benefits provided through Synchrony and Mastercard when used at other retailers and service providers.

 

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.

  • T-Mobile

T-MobileT-Mobile has awarded its US $ 2 billion media account to Initiative , a unit of Interpublic Group (IPG). The award followed a review that began last September and included Sprint which T-Mobile acquired last April. Incumbents included Publicis Groupe and WPP agencies as well as Horizon Media. “Now that Sprint is part of T-Mobile, we’re operating on a bigger scale and taking on bigger and bolder goals. As part of that, we reviewed agency relationships over the last few months. Our team heard from the best of the best and saw incredible thinking to help fuel our next phase of growth. We are grateful to those who took part and congratulate the team at Initiative for their well-deserved success!”, T-Mobile CMO Matt Staneff said in a statement. Spark Foundry and Essence lost the business, and Horizon retained the Sprint Boost account, which is now owned by Dish.

  • Halsey launches D2C Brand

    Halsey

    Created by multimedia, award-winning artist and author Halsey, about-face is a multidimensional color beauty brand rooted in innovation, self-expression and high-performance with customer experience as its highest priority. Set to launch direct-to-consumer via www.aboutface.com on January 25, 2021about-face celebrates the many facets and forms of expression that live in each person. about-face provides the tools to create looks that highlight authenticity and uniqueness in every form, recognizing that there is no one version of us.
    about-face will be sold direct-to-consumer in the US, Canada, UK and Europe on www.aboutface.com, as well as via an exclusive year-long partnership with Ipsy, featured in the newly launched and limited edition Glam Bag X on www.ipsy.com. The next about-face drop will be Anti-Valentine’s Day, a limited-edition matte lip range launching in early February 2021.

  • Chobani

    ChobaniGreek yogurt giant Chobani entered the coffee category with the launch of Chobani Coffee. Its new four-product line features two vegan options: Cold Brew Pure Black (black coffee with no sugar or dairy) and Cold Brew with Oat Milk (coffee blended with the brand’s Chobani Oat milk). One serving of these beverages provides the caffeine-equivalent of one cup of coffee and the line is now available at retailers nationwide for a suggested retail price of $4.49 per 32-ounce multi-serve carton or two for $7 on promotion. While the brand is also expanding its dairy-based options in conjunction with its launch of vegan products, its oat milk and creamer business has seen triple-digit growth while its Greek yogurt business grew by double-digits. “Nutrient dense Greek yogurt and coffee have long been a perfect pair, fueling our lives throughout the day,” Peter McGuinness, president and COO of Chobani, said. “Chobani Coffee is crafted from single origin 100 percent Arabica beans, geared for the passionate coffee drinker looking for cold-press brews who love the added taste of creamers made from farm fresh milk and oat milk.”

  • Superbowl: A first for Fiverr…

    FiverrFiverr, an online market for freelance services, which provides a platform for freelancers to offer services to customers worldwide, is debuting as a Super Bowl advertiser running its first Super Bowl ad during Super Bowl LV on February 7, 2021.  The new ad will be an evolution of the company’s recently launched campaign, “It Starts Here”, which went live in September 2020 and focused on SMBs as they navigated digital transformation with support from freelancers on Fiverr.  “It doesn’t get any bigger than the Super Bowl from a branding and marketing perspective,” said Gali Arnon, Chief Marketing Officer at Fiverr. “We believe this is a major opportunity for us to introduce the world to Fiverr in a unique and creative way. The spot will get to the very heart of how Fiverr supports businesses around the world. We can’t wait for everyone to see what we’ve created.” Marketing presence at one of the world’s biggest sporting events follows several milestones for the company, including a successful IPO, a new brand identity and evolution, global investments in TV advertising, and a number of advanced technological innovations. Fiverr’s Super Bowl ad is expected to run during the third quarter of Super Bowl LV and will include campaign extensions across marketing channels throughout the remainder of the year.

    • … and Cheetos and Doritos Return

      CheeetosCheetos is popping back into the Super Bowl ad scene for the first time in over a decade to debut its biggest innovation in a decade — Cheetos Popcorn — on the world’s largest advertising stage. The :30 TVC spotlights the orange and red dust that all Cheetos fans proudly wear on their fingertips, known officially as Cheetle®, and will kick off Cheetos’ newest marketing campaign, “It’s a Cheetos Thing.” Beloved ’90s hip-hop star MC Hammer is the star of the new commercial, as seen in the teaser released today on Cheetos’ social channels. The teaser video explores the origins of one of MC Hammer’s most beloved songs, “U Can’t Touch This” — which celebrates its 30th anniversary this week — and asks the question, “Was Cheetos and Cheetle the inspiration behind the iconic track?” Fans are transported back to the 1990s before MC Hammer debuted his hit song, showing that it all began with a bag of Cheetos and Cheetle-covered fingertips. The teaser is in preparation for the full Super Bowl commercial that will give a nod to Cheetle-covered fingertips being not just a delicious treat, but a permission slip to escape the mundane routines of everyday life. “Cheetos is such an iconic and beloved brand that has gained even more popularity in the last decade, so we saw the Super Bowl as the only fitting place to debut our biggest product launch in a decade with Cheetos Popcorn,” said Rachel Ferdinando, SVP and Chief Marketing Officer, Frito-Lay North America.

      DoritosDoritos, one of the flagship brands from PepsiCo’s Frito-Lay division, is bringing the country’s favorite country-meets-rap musical duo — Lil Nas X and Billy Ray Cyrus — together for another head-turning collaboration alongside critically acclaimed movie legend, Sam Elliott. The campaign fits directly into Doritos’ newly revamped mantra and tagline, Another Level.
      Fans were able to get a first glimpse of the commercial in a teaser video Doritos dropped last week that brought them straight to the scene of a country Western town named “The Cool Ranch.” Known from a wide array of work — including many Western films — Sam Elliott recited the lyrics to “Old Town Road,” leaving fans guessing what comes next. Today, Doritos is dropping a new teaser titled “Bassquake” on its social channels that helps fans start to put the pieces together.  The 2020 TVC will be the first time that the beloved Cool Ranch flavor gets the spotlight in a Doritos Super Bowl ad. \

  • Mango

    MangoMango will launch its debut homeware line in April. The Spanish brand joins a number of high street labels to enter the interiors market, including H&M, Zara and Urban Outfitters. The collection will focus on textiles, all of which will made with sustainable materials, spanning bed linen, duvet covers, cushions, blankets, towels and bathrobes. The debut offering will also include candles, incense sticks and loungewear to either sleep or relax in. Eighty per cent of the products will be sourced locally, amplifying the company’s commitment to eco-friendly practices. Items for the bathroom and kitchen will be added for autumn/winter 2021.

 

 

 

Matt Van Dyke new CEO at Ford Direct, Joel Paulino, Emma Velez, Dana Bonkowski, Robert Ruvalcaba, Brian Slitt, Ezequiel Fonseca Zas, Ivon Rodriguez, Rob Armstrong… New positions are created by major corporations, people change positions, get promoted or move to other companies. Portada is here to tell you about it.

Matt Van Dyke, new CEO at FordDirect

Matt VanDyke
Matt VanDyke, CEO, FordDirect

Ford Direct, a joint venture between Ford Motor Company and its franchise Dealers, announced that Matt VanDyke has been appointed as Chief Executive Officer, effective Feb. 1, 2021. Mr. VanDyke, who for more than 12 years has led and transformed Ford and Lincoln brand positioning in roles around the world, now takes charge of a team responsible for delivering best-in-class automotive marketing and advertising solutions to Ford and Lincoln Dealers throughout the United States. “We are thrilled to have Matt VanDyke lead the FordDirect team,” said Mike Pallotta, president of Pallotta Ford Lincoln in Wooster, Ohio and chairman of the FordDirect Board of Managers. “His passion for the digital auto retailing business is clear. His experience around the world shepherding the Ford and Lincoln brands, along with his knowledge of FordDirect following two terms as a board member, will serve him well as CEO. Our Board is confident Matt will continue the positive momentum FordDirect has made in its digital transformation. Our mission is to help Ford and Lincoln Dealers sell and service more cars and trucks. Matt is the best person to lead this team in continuing that work.”
VanDyke, 48, was most recently Director of Marketing for Ford Motor Company. Beginning in 2018, VanDyke led integrated communications, digital consumer experience, brand alliances, revenue management, and retail go-to market strategies. Prior to that, he was Vice President of Marketing for Ford of Europe, where he oversaw the Fiesta and Focus vehicle launches and led the piloting of various digital and retail consumer experiences, the rollout of new Ford websites, and the development and introduction of e-commerce solutions. He also served on the FordDirect Board for over five years.

The FordDirect Board also announced the promotion of Mike Gingell to Chief Operating Officer. Gingell joined FordDirect as Senior Vice President, Product, Marketing and Dealer Engagement in 2019. His promotion is effective Feb. 1, 2021.

Brand Marketer Appointments at Bacardi and T-Mobile

Joel Paulino, (photo right) has been appointed as Brand Director D’USSÉ Cognac (Roc Nation JV) at Bacardi. He previously worked as Sr. Brand Manager, Altos & Avion Tequilas at  Pernod Ricard.

 

Emma Velez

Emma Velez, photo left at a Portada event, recently was appointed  Sr. Manager, Multicultural Advertising at T-Mobile her prior position was Lead Manager Advertising Diversity segments at  AT&T Mobility & Entertainment Group.

 

Dana Bonkowski joins Zenith

Dana Bonkowski, right, has been named  SVP, Multicultural Lead at Zenith. She previously worked as SVP Multicultural Lead at Starcom. Bonkowski has developed a very strong multicultural marketing expertise over the last two decades.

Linqto, a digital investment platform for private market securities, announced that Ivon Rodriguez has joined the company as Chief Marketing Officer. In this role, Ivon will lead all consumer and product marketing programs for Linqto using her extensive knowledge to continue to generate awareness and expand the community of accredited investors for the Silicon Valley fintech company.
She joins Linqto from The 360 Group, a leader in entertainment marketing, and prior to that role was the Managing Director for IE University’s International Development office in the Southeastern United States and Caribbean.

Robert Rubalcava has been promoted to VP of Sales U.S. at Prisa. His prior position was VP of Sales, West Region.

 

 

Prizelogic, an independent incentivized engagement company whose clients include PepsiCo, Molson Coors, Lowe’s and Samsung, announced the appointment of Brian Slitt as the company’s first Chief Revenue Officer. In this newly created role, Slitt will identify new revenue opportunities and pioneer new markets for the company.

New Executives at NBC Universal, Linqto, Eyeota…

Malu Carmona-Botana
Malu Carmona-Botana

NBCUniversal Telemundo Enterprises announced the appointment of two new executives as it expands its Revenue Strategy and Distribution business unit to develop and grow content monetization opportunities in the U.S. and around the world.

Ezequiel Fonseca Zas
Ezequiel Fonseca Zas

Effective immediately, Ezequiel Fonseca Zas joins Telemundo in the newly created role of Senior Vice President of Revenue Strategy and Distribution, and Malu Carmona-Botana is appointed to the new position of Vice President of Content Monetization. Both executives will be based in Miami, Florida. Fonseca Zas will report directly to Peter Blacker, EVP, Chief Commercial Officer and Head of DTC Licensing, and Carmona-Botana will report to Fonseca Zas.

Rob Armstrong, EyotaEyeota announced the appointment of Vice President of Product, Rob Armstrong to continue to address industry changes and provide the same complete access to high-quality and diverse data solutions and services. He will collaborate closely with teams across Eyeota’s global offices to ensure the company’s solutions provide the assurance of continuity for clients and stay ahead of the marketing industry’s evolution.Armstrong comes from ShareThis, Madison Logic and AD/FIN. He previously co-founded lockr and Bombora and has led the filing of 6 patents and 3 trademarks.

…and Univision.

Univision announced changes to the executive leadership team intended to accelerate its leadership position and drive Univision’s transformation for the future. The appointments include:

  • Pierluigi Gazzolo, appointed to the newly created role of President of Univision Communications Inc. and Chief Transformation Officer to drive the next era of growth
  • Luis Silberwasser, appointed to the newly created role of President of the Univision Television Networks Group to lead Univision’s national TV properties
  • Donna Speciale, named President of Advertising Sales and Marketing, to drive innovative expansion of Univision’s offering for advertisers
  • Friday Abernethy, promoted to Executive Vice President of Content Distribution and Partnerships
  • Adam Shippee, promoted to the newly created role of Executive Vice President, Corporate Development, Strategy and Transformation
  • Amy Tenbrink, promoted to EVP & Associate General Counsel, Revenue/Business Development with expanded responsibilities across the Digital businessThe recently appointed CEO of Univision Wade Davis said that “today begins a transformation for Univision. One that will see us accelerate our position as the leading U.S. Hispanic media company as we launch new products and services that will drive value for our U.S. Hispanic audience and for our advertising and distribution partners, who want to reach and engage with this critical audience.”

 

Coca Cola, Nike, Wendy’s-Uber Eats, FCA, Pepsi … and more brands targeting the U.S. consumer right now. 

  • The Coca-Cola Company

    Coca-ColaCoca-Cola has launched a full review of its media and creative planning and buying practices, including its agency appointments around the world. News of the agency review was first reported by Ad Age. The beverage giant is seeking to improve effectiveness and efficiency across a range of investments, including media, creative, production management, shopper and experiential marketing, as it works to “align the strategic, operational, and commercial needs” of its digital transformation, per a statement. Coca-Cola spent more than US $4 billion in advertising. Optimization initiatives like the one Coca-Cola is embarking on have contributed to more in-housing by brand marketers.

  • d2H Partners-Arenas Group

d2H Partners has acquired Arenas Group. 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.

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.

  • Wendy’s-Uber Eats

Uber EatsWendy’s and Uber Eats have teamed up to launch the Never Stop Gaming Menu Featuring Five Popular Twitch Streamers. The program connects fans with five of the biggest Twitch streamers during five days of non-stop gaming, delicious meal combos and exclusive prizes for fans. From December 8 -12, fans ordered signature Wendy’s meals from five of the biggest Twitch streamers – TFUE, FLIGHT, itsHafu, xChocoBars and Myth – on the Wendy’s Never Stop Gaming menu available exclusively on Uber Eats.Wendy's

For every Uber Eats meal ordered from the Wendy’s Never Stop Gaming menu, fans will receive an Uber Eats Prize Pass in their bag* for the chance to win epic giveaways. “Wendy’s always takes it to the next level when it comes to gaming. The Never Stop Gaming partnership with Uber Eats delivers on this – literally – by bringing together today’s top Twitch streamers, delicious Wendy’s meals and hot prizes for our fans,” said Carl Loredo, Wendy’s U.S. Chief Marketing Officer. 

 

  • Fiat – Chrysler

FCAFCA (Fiat-Chrysler) is enhancing consumer capability to buy a Chrysler, Dodge, Jeep®, Ram, Fiat or Alfa Romeo vehicle over the internet by offering several new features to the Online Retailing Experience, which will now be known as E-Shop. “Six months ago, we pulled forward the national launch of E-Shop to help our dealers who were attempting to navigate the COVID-19 pandemic,” U.S. Head of Sales Jeff Kommor said. “Little did we know what a powerful tool E-Shop would become. About 45 percent of FCA’s monthly sales originated from an internet lead; last year it was about 25 percent. Consumers say E-Shop gives them more transparency, while dealers say the entire process, including home delivery, allows them to create a strong bond with the shopper.” E-Shop is a premium one-stop platform that allows customers extensive choice and the ability to complete the entire vehicle purchasing process online, including pricing information, trade-in value of the current vehicle, financial lending options, e-signature to complete final paperwork and, in most cases, scheduling home delivery. E-Shop is accessible through the Chrysler, Dodge, Jeep, Ram, Fiat and Alfa Romeo websites, participating dealer sites and a variety of social media applications. (Check out how Cadillac has adapted to the pandemic.)

  • Pepsi

PepsiPepsi, with the help of Bronx natives Desus Nice and The Kid Mero, is dropping its newest holiday campaign to spotlight, give back to, and thank bodegas for their commitment and the essential service they provide across the five boroughs. In a short film titled The Bodega Giveback, Pepsi brings Desus and Mero (of the renowned Bodega Boys podcast and Showtime’s Desus & Mero) to JJN Corp Deli and Grocery in the Bronx to surprise its owner Juan with the ultimate holiday gift – a check to help cover a full year of rent through 2021 – as a show of gratitude for all he and his bodega have done for the neighborhood, especially during this crucial time. And to encourage New Yorkers to shop at their local corner store this holiday season, and to help ease the shopping spend this year, Pepsi is surprising customers who shop at local bodegas across the five boroughs from 12/11/2020 – 12/20/2020, by gifting pre-paid credit cards of up to $100.00 per customer. Pepsi also encourages New Yorkers to post on social platforms with #PepsiBodega.

  • Nike

NikeUCLA has signed a new six-year apparel deal with Nike and its Jordan Brand, a replacement to its Under Armour contract that is now the subject of a wider legal dispute. Under the agreement, which takes effect next July, Nike will supply footwear and apparel to all 25 UCLA teams, with football and both men’s and women’s basketball bearing the Jordan brand. Terms of the deal weren’t announced. Back in May 2016, UCLA signed a 15-year, $280 million contract with Under Armour, at the time one of the largest apparel deals in NCAA history. Earlier this year, Under Armour informed UCLA of its intent to terminate the deal, and the school later filed a $200 million suit against the Baltimore company citing breach of contract and unfair dealing.

Sephora-Kohl’s, HHS, CVS, Pepsi, Visa, Motel 6, Under Armour, Steinmart,  … and more brands targeting the U.S. consumer right now. 

  • HHS

    Department of Health and Human ServicesThe Department of Health and Human Services on Friday launched a national ad campaign promoting awareness about the forthcoming coronavirus vaccines with a US $150,000 ad buy on YouTube, CNN reports. The ads will stream across YouTube, include clips from a six-minute-and-30-second public service announcement video featuring Dr. Anthony Fauci, FDA commissioner Stephen Hahn and Chief Scientific Adviser to Operation Warp Speed Dr. Moncef Slaoui explaining how vaccines are approved, how they’ve beaten diseases in the past, and how this vaccine can help the U.S. beat the coronavirus pandemic. HHS plans to spend U.S. $250 million on a national education campaign to promote the vaccine in the coming weeks with an emphasis on digital and social media. 

  • SteinMart

SteinMartOn the heels of its purchase of the Radio Shack brand and re-launch of Dress Barn and Pier 1 Imports into online-only businesses, REV) announced that a subsidiary emerged as the winner of a bankruptcy court auction for the  intellectual property of Stein Mart Inc. REV expects to re-launch the off-price family fashion and home goods retailer as an online-only store early next year. The REV subsidiary acquired the Stein Mart nameplate as well as its private label brands, domain names, social media assets, and customer data from Hilco Streambank, an IP advisory firm that was marketing the assets. “Our growing set of investors sees Stein Mart as another important addition to our  increasing stable of venerable brick-and-mortar retail brands that we are bringing back -to-life as online destinations,” said Alex Mehr, CEO of Miami-based REV in a statement. , which, over the last two years, has also acquired such brands as Linens ‘N Things, Modell’s Sporting Goods and Franklin Mint. REV Executive Chairman Tai Lopez said Stein Mart was a pioneer in taking an off-price brick and mortar retail concept online.  “The company’s investments in an omnichannel platform for its offering of designer and private label fashion apparel, shoes, home décor and accessories paved the way for Steinmart.com to post double digit sales growth and increase its average online order to $80,” Lopez said.

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.

 

  • CVS

CVS Pharmacy y MasCVS is growing its Hispanic-focused CVS Pharmacy y mas chain, with a special focus on grocery. CVS Pharmacy y más stores are designed to provide an enhanced, convenient and personalized shopping experience specific to local Hispanic communities. The company is opening 12 more CVS Pharmacy y más stores, this time in New York and New Jersey, the first stores of this kind in the Tri-State area. Shoppers will find tailored deals from products and brands they know and love, with a higher level of customer service and lower prices. CVS Pharmacy y más opened locations at 89-11 Northern Blvd. in Jackson Heights and 329-339 Wyckoff Ave. in Ridgewood in November. Other New York stores also opened in the Bronx at 732 Allerton Ave. and 1688 Westchester Ave., as well as in Central Islip at 2 East Suffolk Ave. The store format incorporates bilingual staff and signage, and features more than 1,500 products from trusted Hispanic brands, such as Iberia FoodsYauconoFabulosoTio NachoPilon and Café La Llave. CVS Pharmacy has opened more than 200 CVS Pharmacy y más locations in more than 90 cities across California, Florida, Nevada, Oklahoma, Texas and Puerto Rico since 2015.

  • Sephora-Kohl’s

    Kohls SephoraKohl’s  and Sephora announced a long-term strategic partnership marrying Kohl’s customer reach and omnichannel convenience with Sephora’s service, product selection and beauty experience. “Sephora at Kohl’s” will be a fully-immersive, premium beauty destination, designed within a 2,500 square foot space and prominently located at the front of the store. When the first 200 locations open in Fall 2021, the Kohls.com online beauty selection will also convert to exclusively showcase an expanded assortment of Sephora’s prestige product offerings. The partnership will expand into at least 850 stores by 2023, offering an expansive footprint, a wide-reaching customer base and visibility for Sephora’s brand partners within the prestige environment in which they thrive. Sephora will bring its, playful trial and immersive prestige beauty experience, with more than 100 carefully curated beauty brands to Kohl’s 65 million customers across the U.S. Sephora has 500 of its 2,600 stores in the Americas and Kohl’s has more than 1,150 locations in 49 states, serving 65 million customers, with very limited overlap between the two store networks. Both companies expect that this combined offering of at least 850 Sephora at Kohl’s locations by 2023 will draw new and younger customers to Kohl’s and will bring the Sephora experience to millions of new shoppers and existing members of the Sephora beauty community, who may not live close to a Sephora location. Online, the Sephora at Kohl’s experience will launch on Kohls.com in Fall 2021, making Sephora the exclusive beauty partner on Kohls.com. (Three weeks ago Target and Ulta Beauty announced a similar partnership).

  • 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.

  • Motel 6

    Motel 6Motel 6, the leading economy lodging brand, has selected Barkley, a Kansas City-based independent agency as its new agency of record. The decision comes after an agency review and request-for-proposal process, which kicked off earlier this year and narrowed a field of agencies before awarding the business to Barkley this month. “Motel 6 is an iconic brand with a 58-year history leading the economy lodging segment. A large part of that success has been our commitment to keeping the light on for our guests and being there when and where they need us – and that has been a considerable advantage for us in a year like 2020,” said Rob Palleschi, CEO of G6 Hospitality. “Still, you can’t continue to lead a category in today’s environment without evolving, which is why we are excited to be partnering with Barkley to advance our strategic vision for the brand and shine a fresh, new light on a legacy brand.” In the past few years, Motel 6 has implemented a number of initiatives to restructure and evolve the business in ways that place greater emphasis on its brand management. As part of these changes, the company appointed Adam Cannon to the newly created role of vice president of brand management, and in this capacity he will be managing the Barkley relationship. Simultaneously, Motel 6 has added 98 franchise properties to its portfolio in 2020 and continues to project similar growth into 2021. The introduction of new Brand Standards across independently owned properties and a renewed commitment to consistency around quality, safety, and service through those standards has been a key focus for the brand management team. Barkley will be working with Motel 6 on several key initiatives in 2021, including a ‘return to travel’ campaign, expanding its reach to guests, and aligning across multi-channel marketing efforts.

  • Visa

    VisaVisa has selected Wieden + Kennedy and Publicis Groupe to handle global advertising duties. The financial institution spent US $60 million on measured media in the U.S. last year according to Kantar Media, and an estimated $200 million globally.  W+K succeeds BBDO as lead on creative strategy and major creative advertising initiatives while Publicis Groupe will continue to be responsible for global media and add to its remit production and support for the brand’s “hyper local work,” according to a message posted on the company’s LinkedIn page by Chief Marketing &Communications Officer Lynne Biggar. “Accelerating business for and with our customers means we’re always innovating and pushing forward – exploring new ways to meet evolving needs to achieve impactful outcomes,” stated Biggar. “Our brand and business ambitions warrant having Wieden+Kennedy and Publicis Groupe partner together to expand our brand platform by combining both best-in-class creative and global execution expertise.”

  • Under Armour

    Under ArmourUnder Armour and NBA basketball star Steph Curry launched Curry Brand   on December 1, a collection of “footwear, apparel, and accessories backed by Under Armour’s performance product innovations.”
    Curry Brand features footwear, apparel, and accessories backed by Under Armour’s performance product innovations. But there’s more to the brand than product— a percentage of Curry Brand’s yearly revenue will be invested in under-resourced communities. The goals are as high-achieving as his basketball records: by 2025, the Curry Brand aims to create at least 20 safe places to play, support 125 programs that impact young athletes, and deliver opportunities to train more than 15,000 coaches—making an overall impact on more than 100,000 youth. While Curry Brand’s efforts will eventually reach communities worldwide, they will begin in Oakland, where the brand will collaborate with local organizations like Positive Coaching Alliance and Coaching Corps to provide professional development for every youth sports coach in the Oakland Unified School District and the Oakland Parks & Recreation Department. Oakland will then serve as a model for other regions.

  • Illinois Department of Human Services

    The Illinois Department of Human Services (IDHS) announced the launch of a statewide outreach campaign to Latinx and immigrant communities facing disproportionately high COVID-19 positivity rates. The campaign communicates in Spanish and 16 other languages through a variety of ways to help empower community members to protect their health. “As the COVID-19 pandemic continues, we are seeing that our Latinx and immigrant communities are disproportionately suffering, and it’s a priority for my administration to make sure we’re doing everything we can to share the most accurate and updated information so individuals can protect themselves, their families and their communities,” said Governor JB Pritzker. Officials say the Latinx community has a positivity rate of more than 20%, nearly double the positivity rate among all other races and ethnicities, and accounts for 21% of positive cases in the state.

 

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

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  • 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.

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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

Hulu has a new president, Bacardi names CMO for Patron and Grey Goose, and more changing places. 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.

 

Hulu’s New President

Disney’s Hulu has promoted CMO Kelly Campbell to President. In this role, she will oversee Hulu’s marketing efforts, including subscriber growth, brand, content, B2B marketing, creative development, research, and insights.

 

 

 

 

Bacardi Has Stolen a Diageo Marketer

Bacardi has tapped 12-year Diageo veteran Kathy Parker as CMO for Patron tequila and Grey Goose vodka. Parker will be in charge of global strategy and will report directly to CEO Mahesh Madhavan, though working close to Global CMO John Burke.

 

 

 

And More Changing Places

Pizza brand Marco’s Franchising, LLC. has promoted Vice President and CMO Steve Seyferth to Senior Vice President and Chief Experience Officer. In his new role, Seyferth will handle every step of the consumer journey. He will continue to oversee all marketing activities.

 

 

 

SodaStream USA has announced the arrival of Matt Kahn as its first-ever CMO. His mission will be to turn the company into a “billion-dollar brand” in America alone. He previously filled the role of EVP, Marketing at fitness drinks company Celsius Holdings. PepsiCo is reportedly trying to use the recyclable products trend to expand the brand’s reach throughout the U.S.

 

 

 

Lyle Schwartz, who has worked at GroupM for 37 years, will be leaving the company at the end of the month. Most recently, he filled the role of Chief Integration Officer, GroupM U.S. In that role, he focused on developing advanced cross-channel implementation practices. Schwartz’s work was key to the development of the C3 TV ratings currency in 2007, which measures average rating for commercial time during programs

 

 

Signet Jewelers Targets Hispanic millennials, Pepsi´s “Play Never Stops,” Tecate Celebrates Mexican-American Roots & More Sales Leads

For prior Sales Leads editions, click here.

  • Signet Jewelers

Signet Jewelers Targets Hispanic millennials. Signet Jewelers TargetsSignet Jewelers has released its first foreign-language advertising campaigns in the US market, targeting Hispanic millennials expected to marry in the coming years.The Spanish ads, which are for the jeweler’s Jared and Zales banners, premiered in the two weeks before Valentine’s Day, with the Jared ad continuing to run for an additional week. After the campaign ends, Signet will review the data and decide whether to bring the ads back later in the spring. The company focused on those two banners because their geographic location lends itself to a higher percentage of Hispanic customers, but there are plans to roll out additional ads across all banners.Signet plans to launch the campaign nationally on television and digital, including YouTube, video on demand, Telemundo, Univision and ESPN Deportes. The move is part of the company’s new customer-first focus, which it has been implementing over the past year and a half as part of its broader Path to Brilliance plan to realign the company with consumer demand.Hispanics comprise approximately 18% of the US population, and about 23% to 24% of millennialse.

  • Pepsi

Pepsi has launched its´ international marketing campaign #FORTHELOVEOFIT,” which brings together soccer superstars Lionel Messi, Paul Pogba, Mo Salah and Raheem Sterling in a 60-second spot duvved “Play Never Stops.” The athletes also participated behind-the-scenes in a #PepsiCanBalance challenge where they attempt to balance cans of the soda on tricky surfaces. They are encouraging influencers and followers to show off their own challenges on social media. The rollout is timed as the annual UEFA​ Champions League tournament, of which Pepsi is a sponsor. Directed by filmmaker and producer Henry Scholfield, the “Play Never Stops” spot features the Latin song “Presidente” sung by Ginette Claudette.The brand is releasing limited-edition packaging which features Paul Pogba, Raheem Sterling, Leo Messi, and Mohamed Salah across Pepsi and Pepsi Black/MAX cans.Selected cans will have a QR code on them for consumers to scan and interact with mini AR versions of Messi, Salah, Pogba, and Sterling. Consumers will be able to play a game of keepie-uppie (where players have to keep a football up in the air for as long as they can) with the mini AR versions of the football players, and share their scores to their Instagram Stories.The ad will run in more than 80 countries across outdoor and social media, which includes an augmented reality game on Facebook. In USA, the campaign will air on Univision, TUDN, Galavision, UniMas and Bleacher Report/Turner. Agency AMV BBDO was in charge of creative while media was handled by OMD.

  • Tecate

Mexican beer brand Tecate announced the launch of its new ‘Mexico is in Us‘ campaign.The ‘Mexico is in Us’ campaign officially launched on February 13th with the release of a 30-second video spot (Credentials), and will continue with a second 30-second spot, to be released today (Emotional). The campaign, created in partnership with Nómades, will run for 32 weeks on a mix of TV, radio, digital and social media platforms, with Spanish versions of each spot airing on Hispanic broadcast television, and Spanish and English versions running across digital, social and radio. The spots were filmed in Los Angeles, as well as in the brand’s namesake city of Tecate Baja California, Mexico.As part of the campaign, the brand has also shifted its focus toward more culturally relevant passion points that celebrate Tecate’s maverick spirit, and drive Mexican-American beer drinkers to live unapologetic lives on their own terms. Honing in on soccer and music, Tecate has invested in sponsorships and retail promotions that will bring the ‘Mexico is in Us’ campaign to life via immersive consumer experiences at key events throughout the year.The campaign will support Tecate’s USA portfolio, which includes the brand’s signature Tecate Original and Tecate Light products, as well as recent innovations, Tecate Titanium and Tecate Michelada.

  • Pabst Brewing Company

Pabst Brewing Company, holding company which contracts the brewing of over two dozen brands of beer and malt liquor, including its own flagship Pabst Blue Ribbon, has named Assembly as its media AOR following a review, Adweek reports. Assembly will handleintegrated media planning and buying, data and media strategy, audience strategy and performance strategy across the Pabst portfolio of brands.
Pabst’s brand portfolio includes Pacific Northwest staple Rainier, Texas brewing pioneer Lone Star, Stroh’s, Old Style, National Bohemian and the Not Your Father’s line.Pabst spent US$125,000 on measured media in the first nine months of 2019, according to Kantar Media.

JOIN PORTADA’S KNOWLEDGE-SHARING AND NETWORKING PLATFORM: To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Director Leslie Zambrano at Leslie@portada-online.com.

  • Dean Foods

Dairy Farmers of America (DFA) has submitted a US$425 million offer to buy most of bankrupt Dean Foods’ assets. If Dean Foods Company, America’s largest milk producer, accepts a rival bid, it has agreed to pay a breakup fee of US$15 million to DFA, according to court documents. if consummated, DFA will acquire 44 of the Company’s fluid and frozen facilities and the real estate, inventory, equipment, and all other assets necessary to operate such facilities (the “Stalking Horse Assets”).The deal includes the purchase of “44 of Dean’s facilities and associated direct store delivery system, as well as certain corporate and other assets and functions,” according to the DFA statement.

Multicultural marketing may be officially dead (or more important than ever), but one thing is certain: smart marketers focus on culture. Three things they know and you should too…

Smart Marketers Keep Culture on the Front Burner
J. Walker Smith, Chief Knowledge Officer, Brand & Marketing, Kantar

Sometimes people have the view that with enough data you can target anyone effectively, thereby removing the need to appeal to the audience’s culture. How can we continue to recognize the importance of culture in this technology-driven age?  “Culture influences commerce.  There is a recurring tendency among business leaders to take culture for granted.  But culture is embedded in everything, and thus when culture changes everything is affected,” J. Walker Smith, Chief Knowledge Officer, Brand & Marketing at Kantar Consulting tells Portada.
“Culture is how people live.  Technology is simply a tool people use to engage with culture.  Technology is not unimportant.  It’s just not the context of life that is the root source of aspirations, expectations, and values.  That’s culture.”

 Periods of change are when culture gets noticed most, but it never goes away.  The smartest marketers keep culture on the front burner.  Lagging marketers ignore culture, so they are always behind change and new opportunities.

3 Things Brand Marketers Who Focus on Culture Know About

“Periods of change are when culture gets noticed most, but it never goes away.  The smartest marketers keep culture on the front burner.  Lagging marketers ignore culture, so they are always behind change and new opportunities, ” Kantar’s  J.Walker Smith adds.
Savvy marketers who focus on culture make sure to take into account the below three key considerations.

1. It’s Decision Science (Not Data Science)

Smart marketers who keep culture as a key priority know that ultimately data insights are there to base decisions on. That is why it is crucial that data scientists work in close coordination with brand marketing decision makers (who ultimately have the budgeting power.)

2. Marketers who Keep Culture on the Front Burner Run a Business Unit (NOT a Center of Excellence)

Data teams and cultural intelligence teams need to be embedded into the overall marketing organization. They should not act as consultants who have no real decision-making power (e.g. the Hispanic Centers of Excellence that some companies have set up are commendable initiatives but often don’t impact real marketing decision-making). The best is to integrate cultural insights into overall data analysis and marketing decision-making. For example, Curacao, a department chain store with locations in California, Nevada and Arizona which ranks among the top 100 electronics and appliance retailers in the U.S., makes sure to take  into consideration cultural insights as part of the whole marketing mix. Curacao has a team of data scientists that look at purchasing behavior and take into account culture by looking at consumers in the following way:
– Spanish-dominant
– Bilingual – Hispanic
– English-General Market

Another alternative to make sure that data insights and marketing budgets are aligned is by creating a business unit. Pepsi created a Hispanic Business unit in 2018 (a move somewhat contrary to overall U.S. marketing trends).  Esperanza Teasdale, VP & General Manager at PepsiCo’s Hispanic Business Unit, tells Portada, that her Hispanic business unit independently determines strategy , commercial tactics and, most importantly has a dedicated advertising and marketing budget. Teasdale is responsible for the overall Hispanic strategy, engagement and sales for the Hispanic business within Pepsi North America Beverages.

Smart Marketers Keep Culture on the Front Burner
Esperanza Teasdale, VP & General Manager, PepsiCo’s Hispanic Business Unit

We also have our own data team, which is responsible for analyzing the Hispanic business today. That is how we measure performance. Another part of the team analyzes consumer insights. E.g. segmentation. Their worked helped to provide a perspective of Hispanics that goes beyond years in the country and language and is more in the mindset of  the target, ” Teasdale adds.  This helped Pepsi to come up with “Es lo que quiero“, the Hispanic adaptation of the recently released tag “That’s what I like”.

Marketers in the Portada Council System voted for the topic “Why data scientists need to be culturally sensitive; A brand marketer’s perspective”  as the keynote topic for the upcoming Portada Los Angeles, April 2 conference. The topic selection highlights how important it is for brand decision makers understand the cultural implications of the data insights process.

 

3. Marketers who Focus on Culture Check Data Quality (DMP’s and DSPs)

The smartest marketers who keep culture on the front burner also know that data quality is key, particularly when it comes to cultural insights. Data management platforms (e.g. Blue Kai, LiveRamp and others) and demand side providers do not always provide solutions that capture cultural nuances. “For DSP’s and DMPs to have data on particular consumer targets, they need to identify and code them separately. Only this way you can get information/insights back,” an industry insider tells Portada. The issue is that DMP’s and DSP’s often don’t do that extra mile, because they are not paid to do it.

DMP’s and DSP’s often don’t to that extra mile, because they are not paid to do it.

Sales Leads: 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.

  • Pepsi

Pepsi and Telemundo’s integration Pepsi announced an integration with Telemundo’s highly-anticipated second season of “La Voz,” the Spanish-language edition of NBC‘s award-winning hit series, “The Voice.” As the show’s first-ever beverage sponsor and prizing partner, Pepsi will take the season two stage by storm, unapologetically celebrating Latin music and the talented phenoms giving everything to become the next big musical superstar. Pepsi will level up the season two “La Voz” prize, bringing the original US$100k grand prize up to an epic US$200K.The integration will span the blind auditions, battle rounds and live performances. It will feature cups branded with Pepsi in the coaches’ chairs and include Pepsi branding across a number of touchpoints: multi-screen presence throughout the season, in-show and out-of-show custom activations on linear and social and prominent thematic storylines woven throughout the season. The integration will also bring to life and feature the newest U.S. Pepsi campaign tagline, “That’s What I Like” (“Es Lo Que Quiero”). Launched earlier this month, the new tagline is the brand’s first in two decades. Pepsi unveiled five new national commercials to launch the new tagline, three of which were developed in partnership with the Pepsi brand’s Hispanic agency, Alma (“DJ BBQ,” “Subway,” and “Lavandería). The spots will air across English and Spanish-speaking properties to reach the brand’s ever-growing fusionista fans, Latinos celebrating and blending their Hispanic and U.S. cultures. OMD is the media agency behinf this effort. For more information on the partnership, check Portada´s recent interview with Esperanza Teasdale, VP & General Manager, PepsiCo’s Hispanic Business Unit Marketing.

  • Dermablend Professional

@Pepsi Latest Integration with@Telemundo, @DermablendPro Selects BODEN & More #SalesLeads @LaVozUS @AFCU @realsaltlake @Ford as its public relations agency of record (AOR). BODEN will be responsible for media relations, executive positioning and thought leadership for the #1 dermatologist recommended coverage brand.Dermablend’s mission is to serve as a tool of empowerment on every skin journey to feel beautiful with and without makeup, uniquely allowing consumers the power of choice. Understanding that inclusion goes beyond skin tone, Dermablend also provides solutions for skin indications ranging from acne to scarring, burns and vitiligo, among many others. Born at the intersection of dermatology and makeup artistry, Dermablend combines high-performance pigments and dermatologist-created standards to create products that are safe for all skin types, tones and conditions.BODEN’s mission is to help brands Lead with Culture™. The independent female-led agency works with brand leaders such as Target, McDonald’s and UnitedHealthcare on building purpose-driven campaigns, led by data and cultural insights.

  • Leidos/MLS

Leidos, a FORTUNE® 500 science and technology leader, announced it has extended its Presenting Partner agreement with D.C. United as the team’s exclusive jersey sponsor through the 2021 season. The agreement extends the reach of the Leidos brand with a savvy soccer audience both domestically and internationally. Additionally, Leidos will support soccer at the grassroots level through jersey sponsorships with various youth soccer clubs in Virginia, Maryland, West Virginia, and Alabama.Under the agreement, the Leidos logo will continue to be prominently featured on the front of the team’s jersey, displayed throughout Audi Field and all of the team’s marketing and media assets. The sponsorship will also enable both Leidos and D.C. United to continue engaging the community and charitable partners through events like Armed Forces Week, a custom program aimed at thanking military members and veterans for their service. With the opening of Segra Field for the Black-and-Red’s new USL Championship affiliate, Loudoun United FC, and the scheduled opening of D.C. United’s new training facility in Leesburg, Va., in Fall 2020, D.C. United and Leidos will have additional touchpoints to engage with local communities and fans.One of the founding clubs of Major League Soccer in 1996, D.C. United are one of the most decorated teams in the United States with 13 domestic and international trophies.

 

JOIN PORTADA’S KNOWLEDGE-SHARING AND NETWORKING PLATFORM: To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Director Leslie Zambrano at Leslie@portada-online.com.

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  • America First Credit Union/ MLS

Real Salt Lake is proud to announce a long-term extension to its partnership with America First Credit Union (AFCU). With the extension, America First Credit Union will become the Official Credit Union of Real Salt Lake, Utah Royals FC and Rio Tinto Stadium, and will also have a significant partnership with the 2019 USL Championship title-winning Real Monarchs and the RSL Youth Development Academy.The partnership extension will provide more exclusive America First Credit Union member-only benefits and connectivity with fans, and generate deeper, stronger and better market-wide promotions – including AFCU/Real Salt Lake and AFCU/Utah Royals FC co-branded credit and debit cards. Building on a long-standing partnership between the club and AFCU that has seen numerous activations at Rio Tinto Stadium, including in the America First Credit Union Pavilion, the two Utah community leaders will now extend their relationship to include promotions with the America First Charitable Foundation and the RSL Youth Development Academy.The Ogden, Utah-based institution is one of a handful of credit unions to align themselves with an MLS club. Many credit unions have elected to partner with MLS teams partly because it has historically been cheaper than sponsoring teams in larger leagues. America First has become one of the largest, most stable and most progressive credit unions in the country, and has remained a member-owned, not-for-profit cooperative financial institution. Today, America First has 131 locations, and is the ninth largest credit union in assets in the United States with over US$11.7 billion, and the sixth largest credit union in membership in America with more than 1,071,000 members.

  • Ford

Ford has announced that it has launched a new advertising campaign for the all-new 2020 Ford Escape. The first of the new commercials, an effort of agency BBDO, is called “Built Street Smart,” and it will be running across broadcast, digital, social media and print channels. . The commercial talks about the all-new Escape and the features it offers along with driver-assist technology and hybrid power option.The voice-over actor in the commercial is Brian Cranston. He touts the 2020 Ford Escape Hybrid with its best in class range of over 582 miles per tank of fuel. The commercial also promotes the available Ford Co-Pilot 360 technology and shows the pop-up HUD that comes out of the dash of some models.Ford says that it will have spots debuting later this month specifically for African-American(from Uniworld Group) and Hispanic audiences(from Zubi) celebrating “smart, powerful women,” and Angela Bassett will voice those commercials. One of the models that Ford is most eager to sell is the Escape PHEV.ker.

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.

Pepsi announced an integration with Telemundo’s, through which it will become the first-ever beverage sponsor of La Voz, the Spanish-language edition of NBC’s  “The Voice.” As the show’s first-ever beverage sponsor and prizing partner, Pepsi will take the season two stage by storm, celebrating Latin music and the talented phenoms giving everything to become the next big musical superstar. The premiere episode of season two of “La Voz” is set to air this Sunday, January 19th.

 

Esperanza Teasdale
Esperanza Teasdale, VP & General Manager, PepsiCo’s Hispanic Business Unit

The new investment reflects Pepsi’s Hispanic Business Unit commitment to Hispanic Marketing and to “elevate the voice of the Hispanic consumer”, Esperanza Teasdale, VP & General Manager at PepsiCo’s Hispanic Business Unit , tells Portada. “The La Voz sponsorship, which taps into the Pepsi brand’s rich heritage in music and entertainment, allows us to celebrate Hispanic culture and passion points and support the next generation of talented musicians who aren’t afraid to live life their way and chase their musical dreams,” Teasdale adds.

The campaign is focused on Fusionistas who celebrate both the Hispanic and overall American culture.

Pepsi will level up the season two “La Voz”  prize, bringing the original $100k grand prize up to an epic $200K.  The integration will span the blind auditions, battle rounds and live performances.  It will feature cups branded with Pepsi in the coaches’ chairs and include Pepsi branding across a number of touchpoints:  multi-screen  presence throughout the season, in-show and out-of-show custom activations on linear and social and prominent thematic storylines woven throughout the season.

La Voz Sponsorship with the Fusionistas Target in Mind

Teasdale, a half Ecuadorean and half Colombian executive, notes that “Pepsi understands the passion point that Hispanics have with music. It’s in their DNA.” She adds that the campaign is focused on Fusionistas who celebrate both the Hispanic and overall American culture.”

 

“Eso es lo que quiero”

The integration will also bring to life and feature the newest U.S. Pepsi campaign tagline, “That’s What I Like” (“Es Lo Que Quiero”).  Launched earlier this month, the new tagline is the brand’s first in two decades and is inspired by the most loyal Pepsi drinkers, who proudly like what they like and live their lives out loud without worrying about what others will think – whether that’s belting out a song at karaoke, clapping at the end of a movie, or simply enjoying a Pepsi.

Pepsi unveiled five new national commercials to launch the new tagline, three of which were developed in partnership with the Pepsi brand’s Hispanic agency, Alma (“DJ BBQ,” “Subway,” and “Lavandería).  The new ads spotlight various everyday people getting lost in a moment and finding themselves dancing in unexpected places or situations, despite the amused gaze of onlookers.  Each spot is underpinned by a variety of upbeat music spanning hip-hop, dance hall, Latin pop tracks and more. The spots will air across English and Spanish-speaking properties to reach the brand’s ever-growing fusionista fans, Latinos celebrating and blending their Hispanic and U.S. cultures.

Sales Leads: 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.

  • La Tortilleria  

La Tortilleria, one of the largest Hispanic food distributors in the East Coast and its sister company Abasto Media announced a strategic alliance with a leading group of private investors. The new partners are Ken Langone, founder, and CEO of Invemed Associates LLC., and co-founder of the Home Depot, Bruce M. Langone, President of Invemed Associates, LLC., Thomas Teague, President and CEO of Salem Corporation and partner of Invemed Associates, Al Carey, Executive Chairman at Unifi, Inc., and former CEO of PepsiCo North America, and Carlos Evans, former executive vice president and group head of the eastern division of Wells Fargo.The group of private investors focuses on supporting growth-oriented companies in a wide range of industries.The new alliance will allow the Hispanic food distributor headquartered in Winston-Salem, NC, and Abasto Media, to advance their business growth more quickly and efficiently.La Tortilleria operates out of a 100,000-square-foot warehouse and office facility but is in the process of doubling its warehousing operations in Winston-Salem, NC, as well as opening facilities in other markets.This business relationship allowed the other private investors to know the Hispanic food distribution company, and its enormous potential to grow in the industry.

 

  • Re/Max 

American international real estate company Re/Max has named Knoxville, Tenn.-based independent agency Tombras as its´ new media agency partner for the U.S., following a review conducted by consultancy Media Sherpas. The process included the incumbent, Dentsu Aegis Network media agency Carat, as well as a handful of other finalists, according to sources with knowledge of the review.Re/Max spent nearly US$34 million in 2018 and over US$32 million over the first nine months of 2019, up from just under US$30 million during that period in 2018, according to Kantar Media.

 

  • Meredith/Ford 

"The New Power Suit" Multiplatform CampaignMeredith Corp. brands Health, Better Homes & Gardens, Travel + Leisure, People and Food & Wine in partnership with Ford Motor Company are featuring women making their mark in male-dominated fields through a multiplatform campaign called “The New Power Suit,.”Mediapost reports. The campaign will expand across digital, social, video and in the January 2020 print editions. The campaign 1st efforts will include full-page ads designed as covers on each of the five Meredith´s titles, accompanied by a story on the woman featured in that issue.The campaign was produced by a team composed exclusively of women across Ford Motor Company, ad agency GTB and Meredith.People ranked No. 1 in reach across women millennials, women Latinas, moms and adult millennials and No. 2 among adult Latinos and adult readers. People en Espanol ranked No. 1 in reach of adult Latinos.

 

  • Tantillo Foods

100% family owned & operated Tantillo Foods, which offers a range of Italian food products, has appointed Brand Buddha as its´2020 media agency partner. The business includes market research, brand positioning and a digital ad campaign. Today Tantillo Foods has over 50 products sold in retailers around US.

 

 

JOIN PORTADA’S KNOWLEDGE-SHARING AND NETWORKING PLATFORM: To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Director Leslie Zambrano at Leslie@portada-online.com.

 

  • Corona Hard Seltzer 

Corona Hard Seltzer will be introduced in four flavors in the US:​ tropical lime, mango, cherry and blackberry lime. The 4.5% ABV beverage will contain 90 calories, zero carbs and zero sugars (for comparison, Corona Extra contains 148 calories per 12 oz bottle).  Constellation Brands is planning to put a US$40m marketing budget behind the spring launch of Corona Hard Seltzer: its biggest-ever single brand investment. Corona carries ‘unbelievable strong brand equity’ as a brand among both Hispanic and total drinkers in the younger 21-54 age category. As a result, Constellation Brands has made the decision to brand its seltzer entry under Corona. 

 

  • Costa Coffee

Costa Coffee, a coffeehouse chain which is a subsidiary of American company The Coca-Cola Company and is  headquartered is in Dunstable, Bedfordshire, has appointed MediaCom as its media planning and buying agency, ending its 10-year relationship with Zenith. MediaCom also works on Costa owner Coca-Cola’s media account. Costa has 2,600 shops in the UK and Ireland, and 1,300 internationally.

 

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.