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

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Jennifer Chan 347-840-1311 or e-mail her at jennifer@portada-online.com. SEE A DEMO OF THE DIRECTORY!

Click here for previous Latam Sales Leads editions

 

  • Volkswagen

Mp8XZFZT_400x400German carmaker Volkswagen has completed its global media planning and buying review and appointed Omnicom Media Group’s PHD to handle the estimated US$3bn account, Mediapost reports. The appointment marks the end of an 18-year relationship with MediaCom. VW includes its Audi, Skoda and Seat brands.

 

 

 

 

 

  • Hampton by Hilton

descarga (2)Hilton Worldwide announced the signing of a franchise license agreement with Free Way Group to build Hampton by Hilton Bariloche, marking the entry of the global mid-priced brand into Argentina. Scheduled to open early Q2 2018, the new property will be located in Argentina’s renowned international tourist destination of San Carlos de Bariloche. The project is part of an expansion plan of Free Way Group, which turns its expertise of 50 years in the tourism business in the region, including travel agencies and tour operators, now to the development of an international branded hotel.As part of the Hilton Worldwide portfolio, Hampton by Hilton Bariloche will participate in Hilton HHonors, the award-winning guest-loyalty program for Hilton Worldwide’s 13 distinct hotel brands. Hampton by Hilton is rapidly expanding its portfolio in Latin America this year-in addition to the Bariloche signing, the brand is opening properties in Bucaramanga and Medellin, Colombia, and breaking ground in Antogasta, Chile. In Argentina, there are two hotels in construction.

 

  •  “Huevosanta Chalet” by Telekino

descarga (1)Agency Almacen and Telekino have released “Huevosanta Chalet” a new piece of the campaign “huevo.”  The protagonist of the campaign represents the “misery Exorcist “, an allusion to the famous character of Alberto Olmedo. The spot highlights one of the recurring desires of all those who have the fantasy of ever winning the lottery. The spot was directed by Martin Donozo and 3D animation and postproduction were handled by Barraca Post.

 

  • American, Frontier, JetBlue, Silver Airways, Southwest and Sun Country

descargaSix airlines won permission  to resume scheduled commercial air service from the U.S. to Cuba for the first time in more than five decades.The airlines — American, Frontier, JetBlue, Silver Airways, Southwest and Sun Country — were approved by the Department of Transportation for a total of 155 roundtrip flights per week. They’ll fly from five U.S. cities to nine cities in Cuba other than Havana.U.S. law still prohibits tourist travel to Cuba, but a dozen other categories of travel are permitted, including family visits, official business, journalist visits, professional meetings and educational and religious activities. Most of the airline service is expected to begin this fall and early winter.Approval is still required by the Cuban government, but some carriers say they plan to start selling tickets within the next few days while they wait for signoffs from Cuba.All flights currently operating between the two countries are charters, but the agreement the administration signed with Cuba in February allows for up to 110 additional daily flights — more than five times the current charter operations.Currently, 46 airlines fly to Cuba, including Air France, Aeromexico, KLM, Air Canada, Aeroflot and Iberia.

 

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

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Jennifer Chan  347-840-1311 or e-mail her at jennifer@portada-online.comSEE A DEMO OF THE DIRECTORY!

Click here for previous Latam Sales Leads editions

 

  • Samsung

descarga (1)Leo Burnett Tailor Made has won Samsung regional media account. The account was being handled by Starcom, the agency network that is also part of Publicis Groupe. LBTM already worked as creative hub for the region.

 

  • Olympic Games – Rio 2016 

e_X0eFk8_400x400In the midst of a political and economic crises, Brazil is getting ready for Olympic sports. Six marketers are paying a total of US$420 million (US$70 million each) to sponsor dominant broadcaster TV Globo’s coverage of the games. About 96 million Brazilians watch Globo every day, according to Adage. The network has been bombarding its audience with content and ads for the last year with the aim of building an Olympic spirit under the slogan “Somos Todos Olimpicos” (“We’re All Olympians.”)The six sponsors, Coca-Cola, Procter & Gamble, Fiat, Nestle, Bradesco bank and wireless provider Claro, are paying for an Olympics package that includes ads and mentions on TV and Globo.com,.Globo also created the Gold Team, a group of 10 Brazilian gold medalists who have been in training for two years to be TV presenters. And Globo developed a virtual table that uses augmented reality to recreate key moments from Olympic contests so commentators can explain tactics and strategy.In adition, Dentsu-owned Rio agency NBS and Posterscopeinvented mosquito-killing billboards. The panels attract mosquitos within a 2.5 mile range by emitting the scent of human sweat and respiration and using fluorescent lights. Once trapped, the mosquitos die of dehydration.

  • LATAM Airlines

nLATAM Airlines Group revealed its new aircraft design at simultaneous launch events in countries where the group operates.In addition to the new image of LATAM aircraft, the company presented a number of other changes that will be visible from May onwards, including new uniforms, airport signage and counter design as well as a consolidated website (www.latam.com).The first flight of a LATAM-branded aircraft, a Boeing 767, will depart from Rio de Janeiro on 1 May on a one-off journey to Geneva to collect the Olympic torch.  The specially prepared aircraft will then return on 3 May to Brasilia, the starting place of the Rio 2016 Olympic Torch Relay between more than 300 Brazilian cities.On 5 May, the first three commercial flights of aircraft with the new LATAM image will operate the following routes: São Paulo-Santiago; Santiago-Lima and São Paulo-Brasilia.More than 50 aircraft are anticipated to be rebranded before the end of 2016 and the fleet-wide process is expected to be finalized in 2018.  From 5 May, LATAM’s evolution will also become visible in 13 airports. Changes will range from new-look check-in counters and VIP lounges to rebranded boarding passes and screen displays.

  • Aeromexico

NMZvH2-T_400x400Aeromexico, Mexico’s global airline, was present at the 2016 edition of the Tianguis Turístico travel trade show where it announced its newest routes and flights to further enhance its domestic and international connectivity network.As a symbol of Aeromexico’s commitment to its customers in the State of Jalisco, Goytortua noted that on June 1st, the carrier will start to serve the Cancun market with nonstop flights on board its modern AM Contigo AM B737-800 aircraft with 174 passenger seats, connecting passengers to its domestic and international destinations from cities like Fresno, Los Angeles, Sacramento, and Mexicali, among others. Customers will also be able to continue on their journey to Havana in Cuba from Cancun.     He also announced that on July 1st, the carrier will start to serve the Guadalajara-Mérida route with a daily nonstop flight operated with Embraer 190 aircraft with 99 passenger seats, connecting to Chicago, Ontario, San Francisco, and Tijuana, among other destinations in Mexico and the United States.

  • Starwood

VzPFKJX8_400x400Starwood Hotels & Resorts Worldwide, Inc.®  announced that its Aloft brand will soon debut in Peru, with two new properties in Lima. Aloft Lima Miraflores and Aloft Lima Costa Verde are set to open in 2018. Both hotels are owned by and managed by Libertador, one the leading hotel groups in Peru. Grupo Libertador also owns and manages three Starwood hotels under The Luxury Collection brand in Cusco, Urubamba and Paracas and The Westin Lima Hotel & Convention Center.Aloft is Starwood’s fastest growing brand with 100 hotels in 16 countries now open and the company’s second largest pipeline in hotels.

 

A summary of the most exciting recent news in travel marketing and media in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

U.S./U.S.-HISPANIC MARKET

CARNIVAL CORPORATION & PLC, the world’s largest leisure travel company, got Cuba’s approval to begin traveling to the country starting on May 1, 2016. Following U.S. authorization granted in July 2015, Carnival Corporation is now cleared to operate the 704-passenger MV Adonia cruise to Cuba through its newest brand, Fathom. This marks the first time in over 50 years that a cruise ship is approved to sail from the United States to Cuba.
“Our Carnival Corporation and Fathom brand teams have worked closely with Cuba throughout this process and we are thrilled to begin regular sailings to Cuba from Miami starting on May 1, 2016,” said Tara Russell, president of Fathom. “We have been told that we will be the first cruise line to sail from the U.S. to Cuba with our historic inaugural sailing.”

CUBA VENTURES CORP. has acquired Travelucion S.L. (“Travelucion Media”). Shares started trading on March 21st under the new symbol CUV on the TSX Venture Exchange. Travelucion Media, now a wholly owned subsidiary, is a cash-flow positive online travel and digital media marketing company that specializes in travel marketing, electronic reservations and online booking solutions for international visitors to Cuba.

PLAYSTUDIOS, a developer of casino games, expanded its partnership with international hospitality brand Resorts World by launching Resorts World Casino New York City and Resorts World Bimini to its list of loyalty platform partners. Players of myVEGAS Slots, myVEGAS Blackjack, and my KONAMI Slots are now able to choose from a selection of rewards offered by these two properties.
“We’re thrilled that Resorts World moved so quickly to broaden their relationship with us. Given our family of popular gaming apps and our growing global audience, we were able to demonstrate our value early on,” said Jeff Netzer, the vice president of business development for PLAYSTUDIOS.

MARRIOTT INTERNATIONAL and Starwood Hotels & Resorts Worldwide announced their definitive merger agreement under which they will create the world’s largest hotel company. Combined, the companies now operate or franchise more than 5,500 hotels, with 1.1 million rooms worldwide. The combined company’s pro forma fee revenue for the 12 months ended September 30, 2015, and totals over $2.7 billion.

The Travel Marketing Forum, part of #PortadaLat on June 8-9 in Miami’s Hyatt Regency Hotel is going to bring together all the big players in Travel Marketing in the Americas including Volaris, Grupo Posadas, Best Western, Royal Caribbean, Hyatt, Sojern and many more. Get your early bird tix!

 

LATIN AMERICAN MARKET

LINKS WORLDGROUP, a full-service marketing communications agency with focus in Latin America, has been named the public relations agency for KAYAK, a leading online travel agency. LINKS will represent KAYAK’s public relations efforts in Mexico, Chile, Colombia and Peru including strategy development, content marketing, crisis management and media relations.
“We are pleased that KAYAK has entrusted us as a strategic partner for their business; we identify with the brand and the way in which they work. KAYAK focuses on the current, modern and technology-savvy traveler, looking for the best options when making a decision and choosing their next destination,” said Edward de Valle, Chairman of LINKS Worldgroup.

AEROMEXICO is renovating its brand, starting with a new advertising campaign that invites current and potential customers to discover new destinations by enjoying a one-of-a-kind flying experience. The campaign states that Aeromexico is undergoing a comprehensive renovation plan focused on innovation. Proof of this can be found in the carrier fleet’s evolution program featuring nine Boeing 787 Dreamliners, which are considered some of the most modern commercial airplanes in the sky.
“Aeromexico is evolving, and we are looking to break the mold to meet the needs of our customers and enhance their travel experience. We have invested heavily in renewing our fleet, expanding our route network to include destinations such as Amsterdam and Santo Domingo, increasing service to key destinations like London, Madrid, Paris, and Narita and incorporating new technology platforms,” said Anko Van der Werff, Aeromexico’s chief revenue officer.

COLOMBIANS haven’t stopped traveling, despite the expensiveness of the dollar compared to the Colombian peso. According to numbers provided by the Anato (Asociación Colombiana de Agencias de Viaje y Turismo) the number of Colombian travelers that went to the U.S. during January and February increased by 7.2% between this year and last. “Last year’s increase during these months was 5.2%, which means two percentage points higher,” said Paula Cortés, president of the Anato.

 

What?: Hispavista, an online content and marketing company, is expanding in Latin America.
Why is it important?: Founded in Spain 20 years ago, the first Spanish-language online search engine, Hispavista, has taken advantage of Latin America’s growing digital market.

hispavista-logoThe Elósegui brothers, from the Basque region of Spain, founded Hispavista with the objective to become the first Spanish-language online search platform. By the time they celebrated their 10th anniversary they had already created eight new products such as Labolsa.com, a finance portal; Galeon, a free online hosting service; Hispavista Empresas, their consulting and web-development division; and Tu.tv, an online video site through which users can upload their own content to share. The brothers were constantly looking for opportunities to launch new online products.

But they soon discovered that Latin América was, for the most part, a completely untapped market, and decided to explore opportunities there. “Today it is easy to go for Latin America, but we started this more than eight years ago,” says Álvaro Frechilla, business development manager at Hispavista México.

“Entering the Latin American market was a very good bet, and it has been a great choice because of the low rate of digital development in Spain.”

Before Hispavista entered LatAm with a physical office, it was already seeing high traffic on its web sites in the region, which was encouraging. Even so, opening operations in a new region always comes with new challenges, especially when dealing with quite a peculiar market. Even though almost all countries in the region speak Spanish, each country has its own peculiarities.

“The biggest challenge has been the fact that it is impossible to talk about a homogenous online market in Latin America. It is conformed of as many realities as there are countries,” confesses Frechilla. In Mexico, for example, Hispavista has experienced a very open and dynamic online advertising market, when it comes to taking risks and choosing new paths.

“Mexico is a bit behind of the United States, but quite ahead of other Latin American countries when it comes to digital.”

To attract new clients, Hispavista has impressed Latin American clients with its different web sites. “Having our own sites for 20 years gives us a very deep knowledge of what the Internet is ‘from the inside.’”

Tu-tv_81534_1One of Hispavista’s main products in Latin America and its global core business, online video platform Tu.tv, hosts a variety of videos with content focused on the 18-35 year-old age range. Today the site has 12 million unique users and 150 million site views every month. 80% of these are Latin American users. Still, as Ferchilla admits, it is not easy to convince agencies’ planners that Tu.tv platform can help them reach audiences that they cannot reach through YouTube or any other available portal.

Labolsa.com also shows successful numbers, it has 500 thousand unique users and eight million page views every month. And their job listings platform, Trabajos.com, its other main product in Latin America, has 45 thousand new job offers, 90 thousand companies as users and more than six million candidates; 30% of which comes from Latin American users.

“Luckily, our traffic data and our format’s flexibility has created opportunities that we have known how to take advantage of.”

Still Hispavista’s most relevant clients keep being medium-sized digital agencies and big media buyers. Some of the clients the company has worked with are PayPal, Colgate, Toyota, Universal Pictures, and Aeromexico.

Today, Hispavista has offices in Spain, Miami, Mexico, Chile, and Colombia. Although it isn’t planning on expanding to any other country in Latin America, it will release at least one new online service site this year (what it is about is still a secret). “It will have some synergies with the sites we already have, but with a totally new business orientation,” says Frechilla.

2016 will be a year of growth. Hispavista’s current products  will keep forming an important part of its business, but its main growth will come from helping agencies with programmatic purchases, and other internet-related strategies, not directly related to from advertising.

Join us at PORTADA Mexico!

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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 30 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • NEWLINK AMERICA/CHANDLER CHICCO

descarga (4)US Hispanic market consulting and communications firm Newlink America and Chandler Chicco Companies, a global health communications group under inVentiv Health, are expanding their alliance with the launch of SALUTEAM. Salutem will help health clients develop and deploy culturally relevant communications to engage with Latinos and achieve their business, policy and communications objectives. The practice combines the healthcare and medical communications capabilities of Chandler Chicco Companies with the insights and resources of Newlink’s Hispanic team of marketing and communications professionals.SALUTEAM is being debuted at DTC Perspectives’ third annual Multicultural Health National conference in Atlanta.

  • Blizzard Entertainment

descarga (3)Blizzard Entertainment has shifted its North American traditional media buying duties to OMD West without a review, according to sources.With this move, Blizzard consolidates its North American media assignment with OMD, which won much of the business in 2011. MEC continues to handle media duties for both Activision and Blizzard in regions outside of North America.

  • General Mills

glogosocial_reasonably_smallAs we mentioned on our previous Sales Leads edition General Mills has selected 5 WPP agencies to consolidate shopper-marketing duties. The agencies selected include Geometry Global, Rockfish, Kantar Retail, Bravo and Barrows. With this move, General Mills is focused on elevating the impact of its multi-cultural Shopper Marketing. The Bravo Group is recognized as one of the leading US Hispanic integrated communications group of Agencies by Advertising Age and is one of the WPP agencies that General Mills has engaged to support Shopper Marketing through its new relationship with WPP.

  • TECATE/TECATE LIGHT

images (2)Tecate and Tecate Light are about to launch regional “Taste of Triumph” retail program.The retail activation surrounds Manny Pacquiao and Chris Algieri, promoted by Top Rank and scheduled to be broadcast live on November 22 on HBO. The three-month retail campaign is anchored on the brand’s “Taste of Triumph” communication platform, which encourages men of carácter to seize and conquer everyday victories. The effort includes commemorative posters, price cards, standees and banners. Fans 21 will be encurage to enter to participate for a variety of prizes through the brand’s “Taste of Triumph” Sweepstakes. By texting “TASTEOFTRIUMPH” to 55678, they’ll be in the running to win the Grand Prize consisting of a VIP trip for two to Macau, China to watch the fight live, including round-trip airfare, hotel for three nights, premium tickets to the fight at the Venetian Macau, and VIP access to various fight week events. One First Prize winner will be awarded a trip for two to Las Vegas during the fight weekend; while ten Second Prizes, consisting of a streaming code to the HBO PPV event and a US $100 gift card, will allow additional fans 21 and older to watch the fight at home con carácter. Additionally, Tecate and Tecate Light will offer savings solutions to drive traffic to stores.

  • McDonald’s

descarga (2)McDonald’s has launched the Transparency social media Campaign, reaching out to Millennials  to answer questions about the composition of its menu items. The fast-food giant is rolling out the first in a series of webisodes asking consumers to submit questions via Facebook, Twitter, YouTube and other social media  tools.  In the webisodes, host Grant Imahara (Discovery Channel’s Mythbusters) raises questions about how the’food is produced and prepared and gets answers from McDonald’s sources.

  • MediaCom

descarga (1)GroupM’s MediaCom has been awarded Anheuser-Busch InBev’s beer U.S. Media Account, that is media planning and buying duties. The beermaker spends about US $575 million annually on advertising in the U.S. The account was previously handled by SMG’s Starcom for planning and A-B InBev’s in-house unit, Busch Media, for buying. MediaCom beat other SMG agency Spark in the review process, which began in July. Four media agencies were previously selected to split A-B InBev’s media outside the U.S.

  • Kohler

FYywDU2M_reasonably_smallKohler, kitchen and bath products manufacturer, has moved its media planning and buying business to PHD after a review with unidentified contenders. PHD is a unit of Omnicom Group. In 2013, the company spent US $34 million in media, up from about US$29 million in 2012.The win comes two weeks after Nathan Brown, the former New York managing director of Interpublic’s UM, joined PHD as its U.S. CEO.

  • NESTLÉ® ABUELITA™

images (1)Day of the Dead (“Día de los Muertos” ) offers the perfect occasion to remember the lives of those who have gone before us and the family traditions they shared. Acknowledging those traditions, NESTLÉ® ABUELITA™, the Mexican chocolate with a hint of cinnamon, celebrates “Día de los Muertos” by creating new traditions through food and cuisine in partnership with celebrity Chef Richard Sandoval.The chef will create NESTLÉ ABUELITA recipe booklet with six exclusive creations and make appearances at four public events, offering in-store sampling of the recipes in the following cities. Recipe booklet giveaways also are scheduled at 250 Hispanic retail locations in Southern California, Chicago and Texas from October 1 through November 2, 2014.

  • Toyota

imagesToyota has launched the “More Than a Car” or “Más Que Un Auto” gratitude campaign, which pays tribute to vehicles’ role in the everyday lives of Toyota’s Hispanic consumers. Drivers can personalize their vehicles with physical car name badges. The raised, 3D-printed badges give fans the chance to formalize the love – and place in the family – for their vehicles.Fans can order their badges through www.masqueunauto.com, or in-person at the Supersonico music festival, the first-ever Hispanic indie music festival sponsored by Toyota in Los Angeles on Oct. 11. Those who cannot make it to the festival can join the fun through the hashtag #MoreThanACar or #MásQueUnAuto. Toyota will engage with fans through its @ToyotaLatino channel.

  • Volaris

descargaMexico’s low-cost carrier Volaris is about to introduce weekly flights to Florida from Mexico City and Guadalajara. With the addition of Fort Lauderdale, Volaris will have eight direct routes from Mexico City to the United States.This comes just a week after Volaris announced the launch of flights from Guadalajara to the U.S. cities of Portland, Oregon and Reno, Nevada.. The Mexico City route will be a first for Fort Lauderdale-Hollywood since AeroMexico ceased service there in September 2007, while the route from Guadalajara is a completely new.The flights from Fort Lauderdale-Hollywood to Mexico City will operate thrice-weekly on Mondays, Wednesdays and Fridays, departing at 1:15 p.m. for arrival in Mexico at 4:20 p.m., Volaris said.The Fort Lauderdale to Guadalajara flights will run Thursday and Sunday, departing at 3:45 p.m. and arriving at 6:45 p.m.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 30 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

 

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

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

Volaris ::: ONEMI – Schackleton Chile ::: Perú Travel – Grupo Ingenia ::: Noblex – Argentina ::: Avantrip – Phd :::

  • Volaris

descargaMexico’s low-cost carrier Volaris is about to launch weekly flights to Florida from Mexico City and Guadalajara. With the addition of Fort Lauderdale, Volaris will have eight direct routes from Mexico City to the United States.This comes just a week after Volaris announced the launch of flights from Guadalajara to the U.S. cities of Portland, Oregon and Reno, Nevada.. The Mexico City route will be a first for Fort Lauderdale-Hollywood since AeroMexico ceased service there in September 2007, while the route from Guadalajara is a completely new.The flights from Fort Lauderdale-Hollywood to Mexico City will operate thrice-weekly on Mondays, Wednesdays and Fridays, departing at 1:15 p.m. for arrival in Mexico at 4:20 p.m., Volaris said.The Fort Lauderdale to Guadalajara flights will run Thursday and Sunday, departing at 3:45 p.m. and arriving at 6:45 p.m.

  • Shackleton Chile

onemi-shackleton-Shackleton Chile has been chosen by ONEMI , the National Emergency Office of the Interior and Public Security Department in Chile, for the development of its new campaign of prevention against earthquakes, after holding a tender in which 13 advertising agencies participated.Among all participants, Shackleton in Chile displayed creativity, enthusiasm and a well-done job to stay in Latin America, so it will be launching a campaign in late November to raise awareness and educate people against possible earthquakes.

  • Peru Travel – Peru

peruTravel-Ingenia-Peru Travel has announced that Grupo Ingenia will be the agency responsible for the portal, which belongs to the Ministry of Foreign Trade and Tourism of Peru, to increase the number of domestic and foreign visitors to the country.

Having won the tender called by Peru Travel, Grupo Ingenia will be in charge of the web  full maintenance included its 13 versions in eight different languages​​, content management, usage, SEO, web analytics and technology.

  • Noblex – Argentina

noblex-Noblex has introduced its new logo and image showing a “more modern, stylized and uncovered” typography. The brand has also added a propeller at the end. The makeover is part of Noble’s marketing strategy that has been carried out since 2013 and included the presentation of a new isotype and its’ campaign “Viví Noblex, Viví Genial.”Noblex new identity was developed locally by agency RIB and can be displayed in all brand communications, which seeks to position itself as a fresh, young and aspirational brand.

  • Avantrip – Argentina

Phd_Avantrip-Phd, the media agency led by Daniel Santuccio, has been chosen by Avantrip to develop its’ strategy, media planning and buying.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

Carlos Holcombe / Rodolfo Núñez – Ogilvy México ::: Felipe De Stefani – Turner Internacional Argentina ::: José Luis Betancourt – Ingenia ::: Fernando Medin – Discovery Networks Latin America/US Hispanic ::: Geraldina Jiménez – SCLBITS ::: Eric Descombes – Y&R y Wunderman México ::: Germán Vera Márquez – Wacom :::

Carlos-Holcombe-Carlos Holcombe is the new general creative director of Ogilvy México. He will report to Horacio Genolet, CEO and Nora Larios. Ogilvy also announced the hiring of Carolina Molano as account director for the Pfizer account in Mexico and Latin America. The executive will report to Genolet, regional leader of the Pfizer account.

 

Rodolfo Núñez-Also, Rodolfo Núñez  has been appointed director of Social@Ogilvy and head of digital strategy globally. Rodolfo has worked for Ogilvy El Salvador as general director of OgilvyOne.

 

 

Felipe De Stefani-Felipe de Stefani has been promoted to general manager of Turner Internacional Argentina (TIA). He will continue as Sr VP and general manager for Turner´s channels TBS veryfunny, Infinito, truTV, HTV, Glitz and MuchMusic.

Turner Argentina has 850 employees and broadcast to over 40 countries.  Stefani will replace Whit Richardson, who will work from Atlanta, US, as executive VP of marketing and distribution.

Ingenia-José Luis Betancourt, ex president of JWT Mexico, has announced a partnership with Pablo Hernández O’ Hagan and Eduardo Bello to work with Ingenia. Ingenia has also opened a new office in the US. The agency works with clients like Bimbo, Visa, Coca-Cola Femsa, Diageo, La Bolsa Mexicana, Toyota, Henkel, La Costeña, Mondelés, Rotoplas.

 

Fernando_medin-Fernando Medin has been appointed executive vp of Discovery Networks Latin America/US Hispanics. Medin will continue working as general manager of Brazil and will report to Enrique Martínez, president and general director of DLA/USH and Canada.

 

LeonardoLambertini_GeraldinaJimenez_MarianadelValle-

Geraldina Jiménez is now a partner of SCLBITS and will also work as general director. Also, Mariana del Valle will be in charge of the creative direction and Leonardo Lambertini  continuous as innovation and development director. Among SCLBITS clients are Telmex, Telcel, Motorola, McDonald´s, Atomix Magazine, Coca Cola, Nike de México, Evernote, Roshfrans, Conagra Foods and Aeroméxico.

eric-descombes-Eric Descombes has left its position as president and general director of Y&R and Wunderman Mexico. Descombes is the second president that leaves a company of the WPP Group in Mexico (after Betancourt from JWT). Polo Garza, chairman of WPP, will replace him.

 

 

Germán-Vera-Márquez-Wacom has named Germán Vera Márquez as Business Development Manager for Mexico.

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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 25 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Kelley Eberhardt at 1-212-685-4441 or e-mail her at kelley@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • nTrigue

LatinWorks, a full-service cultural branding firm, announced the launch of nTrigue, a new strategic business unitdesigned to expand upon the firm’s media planning and buying operations. nTrigue begun operations last week on April 15th, 2014. It will be spearheaded by Keisha Andrews-Rangel, in the role of Managing Director. (Read today’s Interview with Keisha Andrews-Rangel)

  • Kellogg’s

Kellogg’s is launching Días Grandiosos, a mobile app that provides Latina moms with culturally relevant recipes, tips, articles and original content. Designed to empower Hispanic women, information on Dias Grandiosos is provided by real Latinas. Moms have access to authentic and relatable stories from Latinas like them as well as a platform to share what they have learned. Días Grandiosos will also feature inspirational stories of family togetherness, also from real Latina moms. The online community will be accessible anywhere, via browser, smart phone or tablet.“Dias Grandiosos is grounded in the understanding that Latinas are trying to find balance between maintaining their cultural heritage while embracing a more American lifestyle,” said Christopher Rivera, associate director, multi-cultural brand marketing. “We help her find this balance through deliciously nutritious recipes, compelling articles, and relatable stories about real Hispanic women and their families with topics that she cares about and that are relevant to our brands.”

  • Maxwell House

Maxwell HouseMaxwell House, the Kraft Foods’ coffee brand, will spend around US $25 Million in a multiplatform ad campaign, which will introduce new packaging, logos and products, The New York Times reported. The campaign will include digital and social, in addition to television. Seven agencies are involved in the campaign, with Wieden + Kennedy handling creative and Starcom in charge of media planning and buying.The company expects that Wieden + Kennedy, which helped revive the Old Spice brand, brings similar results to the coffee brand.

 

  • Volaris

volarisVolaris, a Mexican airline, has started flights services— twice a week — from L.A./Ontario International Airport to Guadalajara. This move puts the airline in direct competition with AeroMexico, which offers flights to the same destination, for a limited market after the recession. The twice-weekly flights from ONT will be on Sundays and Thursdays. Volaris’ arrival is also significant because it is the first new carrier since 2007 for ONT. Until today, AeroMexico had not only been the lone international service out of ONT but the only carrier to serve the Hispanic market in the Inland Empire. Now the airline plans to return to daily service for the summer. ONT does have a new program meant to promote new service through broadcast and print media. Volaris expressed interest in the program but has not signed up for it to date. It might do so as summer approaches.

 

  • Best Western

best westernBest Western is helping travelers plan, share and win a summer getaway through its new “I Dream of Summer” integrated campaign,which will engage with consumers across the brand’s digital channels. Each week, travelers are able to find new content from Best Western and its partners including suggestions on destinations, tips and tricks on ways to save and insight on summer vacation. Travelers can join in the conversation by using the #IDreamOfSummer hashtag on Twitter, Instagram and Pinterest to share their summer travel plans or receive responses from travel experts. In addition, now through May 9 travelers can create and share their summer travel “Wishlist” through an image generator on the brand’s Facebook page. Participants also have the chance to win a summer vacation via a sweepstakes.  Best Western Rewards members who stay two separate times at any of the brand’s more than 4,000 hotels worldwide a US $50 USD Best Western Travel Card® to use for their summer stays.

  • GO Veggie!

goveggieGO Veggie!, formerly Galaxy Nutritional Foods, has named Whitney Velasco-Aznar Vice President of Marketing. A global marketer, Velasco-Aznar brings more than 20 years of experience ranging from blue-chip multinationals General Mills, Nestle, Mars and Hormel Foods to startup Beyond Meat. Her experiences range from building a brand and running a business to leading teams, developing people and creating innovation. In her new role, she will direct all marketing and communications and report into GO Veggie!’s CEO, Rick Antonelli.

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

  • Disney

OMD is taking on media responsibilities for Disney’s movie business. Annual media spending on the account is estimated at $800 million. As a result of the move—which came without a pitch—staffers from the incumbent agency, Publicis Groupe’s 4D, will follow the business to OMD. OMD is expected to keep the dedicated unit intact under U.S. CEO Monica Karo.In March 2011, after a three-month review, Disney split its $1 billion in media spending between Publicis Groupe, which landed responsibility for studio, home entertainment and interactive gaming, and Carat, which won duties for theme parks and resorts. The shift comes as Publicis Groupe and Omnicom are working toward the expected first-quarter completion of their merger but the move is not related to that transaction, sources said.

  • NASCAR

NascarKenny Mitchell was named managing director of brand and consumer marketing at NASCAR, where he will be charged with helping target the youth, millennial and multicultural audience segments. He joins NASCAR from the Dew Tour, which is a unit of Alli Sports and the NBC Sports Group, where he was VP and general manager. Prior to that he held sports marketing positions at Pepsico and also was director of sports marketing at Gatorade.

  • JC Penney

JC Penney is starting its first national Holiday TV advertising in many years, Ad Age reports. Senior VP of marketing Debra Berman worked with new agency Doner on the campaign, which will include six different TV spots running from now until Christmas, e specific spots targeting Hispanic consumers in markets such as Miami and Los Angeles and the company is introducing its first Facebook page in Spanish. The spots will be less based on promotional pricing and focus more on the scope of gifts that can be purchased for different members of the family.

  • AeroMexico

Mexican airline Aeromexico announced new seasonal services from New York City to Puerto Vallarta and Los Cabos as of January 16th and 18th of this year. Aeromexico will also add three weekly flights to the daily service it currently offers between New York City and Cancun as of December 20th.Aeromexico will offer 42 weekly flights from New York, strengthening its extensive global network and increase its seat offerings to provide additional connectivity options and expand tourist travel to Mexico.

  • Jamba Juice

Jamba JuiceJamba Juice just named the Austin-based Latinworks as its total-market agency for a large campaign to reposition the brand.The national Jamba Juice campaign will roll out in the first quarter of next year, and focus on the brand’s expansion of pure juicing and healthy lifestyle advocacy, FastCompany reports. Details of the spots aren’t public yet, but there will obviously be a heavy multicultural component, particularly considering that 40% of Jamba Juice’s business is in California.

  • Diageo

The drinks business of Diageo and the National Basketball Association (NBA) have joined under a multiyear marketing partnership that will make Diageo exclusive partner of the league.Diageo brands Ciroc® and Crown Royal® will be integrated into marketing initiatives across the NBA and NBA Development League (NBA D-League), with Diageo conducting activities under the Baileys brand with the Women’s National Basketball Association (WNBA).

  • Papa John’s

Papa John'sPizza chain Papa John’s International is searching for a new national advertising agency of record, as ZGroup, a division of Ft. Lauderdale, Fla.-based Zimmerman Advertising has chosen not to defend the account now up for agency review. “As the recognized industry leader in customer happiness and the leader in digital ordering, Papa John’s has built an incredible amount of momentum over the past few years,” John Schnatter, Papa John’s founder and chief executive, said in a statement. “We feel the timing is right to seek an agency partner that can capitalize on that momentum and help advance our brand to the next level through fresh thinking, brand messaging and more innovative, integrated marketing.”
Zimmerman held the Papa John’s account for many years, and former Papa John’s chief marketing officer Andrew Varga left the Louisville, Ky.-based chain this past March to become Zimmerman’s president.ZGroup also plans and buys national media for Papa John’s and handles creative and media responsibilities for franchisee and co-operative advertising. Papa John’s has no plans to review media planning and buying. Papa John’s spends approximately US$ 120 million in annual advertising expenditures.

  • TAME

Ecuadorian airline TAME launched a new daily service between Guayaquil – Ecuador, and New York. The service started on last Friday November 22.

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics with more than 3,000 Leading Agency and Marketing/Advertising Directors. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

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¡La agenda del Foro México Portada ya está disponible! El Foro México Portada tendrá lugar el próximo miércoles en el Hotel Presidente Intercontinental, en la Ciudad de México.

Los ejecutivos más importantes de agencias y sus clientes nos proveerán con información sobre el desenvolvimiento del mercado publicitario y de medios mexicano para el año próximo. Además, uno de los paneles analizará las oportunidades que ofrece el mercado hispano de EUA para las compañías mexicanas.

Entre los conferencistas y panelistas se incluyen:

Susana de la Portilla , Directora de Marcas, Grupo Modelo

Claudia Gálvez , International Marketing Manager, Aeromexico (a confirmar)

Ulises Marquez , Gerente de Estrategia, OMD

Federico Bracamontes Baz Director General, Diario de México

Jaime Romano Micha,  Director, Neuromarketing SA

Rodrigo Vallejo , Managing Partner, TruMedia

Santiago Duran , General Manager, Carat

Pablo Pozo , Director de Marketing, IAB Mexico

 

We just published the Agenda of the Foro Portada Mexico which takes place next Wednesday in Mexico City’s Hotel Presidente Intercontinental. Major client and agency executives will provide their insights about  the Mexican advertising and media markets in 2013. In addition, a panel will analyze the opportunities the U.S. Hispanic market offers to Mexican companies.

Speakers and Panelists will include!

Susana de la Portilla , Directora de Marcas, Grupo Modelo

Claudia Gálvez , International Marketing Manager, Aeromexico (invited)

Ulises Marquez , Gerente de Estrategia, OMD

Federico Bracamontes Baz , Director General, Diario de México

Jaime Romano Micha,  Director, Neuromarketing SA

Rodrigo Vallejo , Managing Partner, TruMedia

Santiago Duran , General Manager, Carat

Pablo Pozo , Director de Marketing, IAB Mexico

Check out the detailed program here!

Register here!

We just published the Agenda of the Foro Portada Mexico which takes place next Wednesday in Mexico City’s Hotel Presidente Intercontinental. Major client and agency executives will provide their insights about  the Mexican advertising and media markets in 2013. In addition, a panel will analyze the opportunities the U.S. Hispanic market offers to Mexican companies.

Speakers and Panelists will include!

Susana de la Portilla , Directora de Marcas, Grupo Modelo

Claudia Gálvez , International Marketing Manager, Aeromexico (invited)

Ulises Marquez , Gerente de Estrategia, OMD

Federico Bracamontes Baz , Director General, Diario de México

Jaime Romano Micha,  Director, Neuromarketing SA

Rodrigo Vallejo , Managing Partner, TruMedia

Santiago Duran , General Manager, Carat

Pablo Pozo , Director de Marketing, IAB Mexico

Check out the detailed program here!

Register here!

El día de ayer te presentamos cifras sobre la banca digital mexicana y otros rubros que muestran el contraluz en que se encuentra dicho país. Hoy para finalizar nuestro análisis de las últimas cifras presentadas por comScore sobre el estado digital mexicano, te presentamos el estado del comercio electrónico en México y su comparación con LatAm.

México, muy por debajo en tiempo consumido en e-commerce

Con un promedio regional en Latinoamérica de 74,2% de alcance – 2 puntos arriba del promedio global – a los sitios de compras en línea no les va tan mal en el mundo latino; especialmente a los que superan dicho promedio: Brasil (91.3%) y Argentina (77.1%).

Pero el caso de México no es el mismo, con apenas 68.8%, México se encuentra 4 puntos debajo del promedio global y 6 del regional. Aun así, en alcance sigue estando por encima de Chile (66.5%), Colombia (56.4%), Perú (64.7%), Venezuela (63%) y Puerto Rico (62.2%).

Pero donde México cae más no es en alcance, sino en tiempo consumido, colocándose en penúltimo lugar de la región con 27.1 minutos por visitante – 4.6 minutos menos que el promedio regional, 32.9 minutos menos que el promedio global. Aun con la caída de México, el índice de los demás países latinoamericanos no es tan distinto y también se encuentra en su mayoría bajo los 35 minutos. Solo Argentina (36.8) y Venezuela (48.6) destacan.

Lo que más vende en México y quién lo vende

En cuanto a los hábitos de consumo de los mexicanos, comScore ha presentado las categorías de productos con mayor alcance: Software (13.2%, empatado con alcance regional), Hardware (16.6%, 3 puntos arriba de regional) y Electrónica (12.4%, 6 puntos debajo de regional).

También destaca la compra de entradas (tickets) que se encuentra en un 7% de alcance, 3 puntos arriba del alcance regional y 2 del global.

Por último, lo que tiene menos alcance es las tiendas por departamento (5%, 2 abajo del regional), Películas (5%) y Salud (3.6%).

El líder en ventas en línea en México es hoy Mercado Libre con 6’788 (000) visitantes en junio. En segundo lugar se encuentra Apple con apenas 2’592 (000) y luego Amazon con 2’239 (000). Ticketmaster se encuentra lejos en un cuarto lugar con 1’214 (000) de visitas en dicho mes.

Los viajes despegan

Con gigantescas campañas en televisión abierta nacional de parte de sitios web para comprar boletos de avión (como BestDay o Despegar.com), este rubro no ha dejado de mostrar crecimientos. Pero aun así, México sigue por debajo del promedio regional en alcance con solo 26.7%, 4.3 puntos debajo de LatAm. Destacan en este rubro Argentina con 36.1%, Brasil con 36.8% y Perú con 34.8%.

En cuanto a los principales sitios de viajes en México, el liderato lo tiene Despegar-Decolar Sites con 891 (000) visitantes mensuales. Lo sigue en 595 (000) TripAdvisor y en 583 (000)Viajes Beda SA.

En cuanto a aerolíneas, Volaris – aerolínea de bajo costo – es el líder con 481 (000) visitas mensuales. Por su parte, Aeromexico (aerolínea internacional mexicana de mayor envergadura), de quien te presentamos sus estrategias digitales exactamente hace un año, cae al 7mo lugar de la lista con apenas 394 (000) visitas.

Digital budgets are booming in Mexico. Digital media involves a whole new way of thinking about advertising and making effective use of the possibilities, indexes and data offered by this technology.

In this article, Portada examines the state of Mexican media based on Alexa reports.

Digital media rankings in Mexico

Alexa is a simple tool for researching the most important sites by country.  Their data comes from millions of users who use some of their navigation bars to browse the web, thus offering a representative sample of the behavior of Internet users in general.

According to Alexa’s Top 100 in Mexico, the most important media publishers in the country are the following:

Digital media rankings

Media

Topic

Ranking

El Universal

News

13

Esmas.com

Current affairs

22

Mediotiempo.com

Soccer

27

Milenio

News

32

El Norte

Local news

51

Reforma

News

54

Excelsior

News

56

CNN

News

60

De10.com.mx

Actualidad

77

ESPN

Sports

79

El Informador

Local news

80

Terra

Current affairs

91

The following table shows a breakdown by sex and age of the largest number of users who visit each Mexican site.

Male users far outnumber females surfing the web, except for sites such as esmas.com, CNN and elinformador, where females make up the largest share of viewers.

With regards to age bracket, people between the ages of 18-34 are the most frequent Internet users browsing the country’s most-visited sites.

Demographics of Mexico's leading digital media

Media

Age

Sex

El Universal

18 – 34

Male

Esmas.com

18 – 24

Female

Mediotiempo.com

18 – 24

Male

Milenio

18-34

Male

El Norte

25-54

Male

Reforma

35-44

Male

Excelsior

18-44

Male

CNN

35-54

Female

De10.com.mx

18-34

Male

ESPN

25-34

Male

El Informador

18-34

Female

Terra

18-24

Male

Editorial media vs. user-content sites

An important point to also understand is the difference between editorial media sites and sites with user-generated content.  According to Alexa, the most important sites in Mexico are the latter—such as Facebook, which leads the pack in site visits in that country.  Others who are also ahead of any other media publisher are Google, YouTube, Yahoo, Blogger, Windows Live, Twitter, Wikipedia and Mercado Libre—all based on information recovered from users or simply through the web.

The future: Specialized targeting

As we saw a few weeks ago in our interview with Mario Nissan regarding Aeromexico, one of the predictions for the future of digital media advertising is that there will be "more specialized media, with more specialized targeting."

Today, the ability to target ads by type of audience among sites like Facebook and newspapers such as El Universal is clearly uneven.  Therefore, the future of these media publishers and their effectiveness as advertising platforms will not only rest on the traffic they attract, but also on the tools they give advertisers to specifically reach their target audience.

Digital budgets are booming in Mexico. Digital media involves a whole new way of thinking about advertising and making effective use of the possibilities, indexes and data offered by this technology.

In this article, Portada examines the state of Mexican media based on Alexa reports.

Digital media rankings in Mexico

Alexa is a simple tool for researching the most important sites by country.  Their data comes from millions of users who use some of their navigation bars to browse the web, thus offering a representative sample of the behavior of Internet users in general.

According to Alexa’s Top 100 in Mexico, the most important media publishers in the country are the following:

Digital media rankings

Media

Topic

Ranking

El Universal

News

13

Esmas.com

Current affairs

22

Mediotiempo.com

Soccer

27

Milenio

News

32

El Norte

Local news

51

Reforma

News

54

Excelsior

News

56

CNN

News

60

De10.com.mx

Actualidad

77

ESPN

Sports

79

El Informador

Local news

80

Terra

Current affairs

91

The following table shows a breakdown by sex and age of the largest number of users who visit each Mexican site.

Male users far outnumber females surfing the web, except for sites such as esmas.com, CNN and elinformador, where females make up the largest share of viewers.

With regards to age bracket, people between the ages of 18-34 are the most frequent Internet users browsing the country’s most-visited sites.

Demographics of Mexico's leading digital media

Media

Age

Sex

El Universal

18 – 34

Male

Esmas.com

18 – 24

Female

Mediotiempo.com

18 – 24

Male

Milenio

18-34

Male

El Norte

25-54

Male

Reforma

35-44

Male

Excelsior

18-44

Male

CNN

35-54

Female

De10.com.mx

18-34

Male

ESPN

25-34

Male

El Informador

18-34

Female

Terra

18-24

Male

Editorial media vs. user-content sites

An important point to also understand is the difference between editorial media sites and sites with user-generated content.  According to Alexa, the most important sites in Mexico are the latter—such as Facebook, which leads the pack in site visits in that country.  Others who are also ahead of any other media publisher are Google, YouTube, Yahoo, Blogger, Windows Live, Twitter, Wikipedia and Mercado Libre—all based on information recovered from users or simply through the web.

The future: Specialized targeting

As we saw a few weeks ago in our interview with Mario Nissan regarding Aeromexico, one of the predictions for the future of digital media advertising is that there will be "more specialized media, with more specialized targeting."

Today, the ability to target ads by type of audience among sites like Facebook and newspapers such as El Universal is clearly uneven.  Therefore, the future of these media publishers and their effectiveness as advertising platforms will not only rest on the traffic they attract, but also on the tools they give advertisers to specifically reach their target audience.

Los presupuestos digitales se encuentran en pleno crecimiento en México. Los medios digitales implican toda una nueva forma de pensar la publicidad y utilizar de manera eficaz las posibilidades, índices y datos que nos ofrece la tecnología.

En el artículo, Portada analiza el escenario de los medios mexicanos a partir de los reportes de Alexa.

El ranking de los medios digitales en México

Una herramienta sencilla para conocer cuáles son los sitios más importantes para un país es Alexa. Sus datos provienen de millones de usuarios que usan alguna de sus barras para navegar por la web, teniendo así una muestra representativa del comportamiento de los internautas en general.

Según el Top 100 de Alexa para México, los medios editoriales más importantes del país son los siguientes:

Ranking de medios digitales según Alexa

Medio

Tema

Lugar en ranking

El Universal

Noticias

13

Esmas.com

Actualidad

22

Mediotiempo.com

Futbol

27

Milenio

Noticias

32

El Norte

Noticias locales

51

Reforma

Noticias

54

Excelsior

Noticias

56

CNN

Noticias

60

De10.com.mx

Actualidad

77

ESPN

Deportes

79

El Informador

Noticias locales

80

Terra

Actualidad

91

En el siguiente cuadro se observa el grupo genérico mayoritario y el segmento etario que visita en mayor cantidad de veces cada site mexicano.

Vemos que el género masculino supera ampliamente a la preponderancia de las mujeres en la web, salvo por los sites esmas.com, CNN y elinformador en donde el género femenino se lleva la mayor participación.

Con respecto a los segmentos de edad representados, las personas de entre 18 y 34 años constituyen los que utilizan con mayor asiduo internet y visitan los sitios ranking del país.

Demográficos de medios digitales líderes en México

Medio

Edad*

Género*

El Universal

18 – 34

Masculino

Esmas.com

18 – 24

Femenino

Mediotiempo.com

18 – 24

Masculino

Milenio

18-34

Masculino

El Norte

25-54

Masculino

Reforma

35-44

Masculino

Excelsior

18-44

Masculino

CNN

35-54

Femenino

De10.com.mx

18-34

Masculino

ESPN

25-34

Masculino

El Informador

18-34

Femenino

Terra

18-24

Masculino

Medios editoriales vs sitios con contenido por usuarios

Una cuestión importante es también entender la diferencia entre los sitios de los medios editoriales y los sitios con contenido generado por usuarios. Según Alexa, la mayoría de los sitios más importantes para México son los segundos; como el caso de Facebook, líder en visitas para el país. Otros que se encuentran antes que cualquier medio editorial son Google, YouTube, Yahoo, Blogger, Windows Live, Twitter, Wikipedia y Mercado Libre; todos ellos basados en la información que recuperan de usuarios o simplemente de la web.

Hacia segmentaciones más cerradas

Como vimos hace algunas semanas en la entrevista con Mario Nissan sobre el caso de Aeromexico, una de las predicciones a futuro para la publicidad en medios digitales es que existan “medios más especializados y con un targeting más certero”.

Hoy claramente son desiguales las capacidades para segmentar los anuncios por tipos de audiencia entre sitios como Facebook y diarios como El Universal. Por lo mismo, el futuro de estos medios editoriales y su efectividad como plataformas publicitarias no descansará solo en el tráfico que tengan, sino también en las herramientas que brinden a los anunciantes para poder dirigirse específicamente a su target.

Company

Brand

Media Used

Period 

Agency

Comment

Unilever

Degree Men

TV, Radio, Online

Feb. 2010 – July 2010

Mindshare

Degree Men and ESPN Deportes partner to produced its first documentary-style soccer show entitled Frente al Reto for this campaign

Marshalls

Marshalls

N/A

2010

LatinWorks

Agency got Assignment for Advertising strategy and creative content.

AeroMexico

AeroMexico

PR, advertising and e-marketing

2010

Paco Communications

 

Air Europa

Miami Madrid flight

 digital and outdoor vehicles

2010

Turkel 

 

U.S. Navy

“Al Servicio del Bien,” (Serving the Greater Good)

TV, Radio, Print, Digital, Social media

2010

Accentmarketing 

 

General Mills

Honey Nut Cheerios, Fiber One, Multigrain Cheerios, Honey Nut Cheerios, Progresso soups and Yoplait yogurt

 

5 years plans

In house, Casanova/Pendrill

Includes Hispanic and Latin American Markets

The Partnership for a Drug-Free America

 

multiple media platforms

2010

Adrenalina

"Habla Con Tus Hijos" ("Talk with your Kids") program

The California Milk Processor Board

Got Milk

Online, Print, Events, Radio

2010

Grupo Gallegos

 

Rent a Car

Rent a Car

Radio, TV, Print, Interactive and in-store marketing

2010

RAZOR: Launch Agency; Hispanic: Co. Jones; OMD plans and purchases broadcast media

 

Premier Care in Bathing

Premier Care in Bathing

Direct-response, TV and Print

2010

Kre8 Media Inc.

$20 million ad campaign

T-Mobile

T-Mobile

Online

2010

Conill Advertising, Optimedia

 

DeWalt

DeWalt

Digital, SEM, Events

2010

Fitzgerald+CO

Strategic planning, creative and media.

The Association of Avocado Producers and Exporting Packers of Michoacán, Mexico (APEAM)

Avocados

Radio, TV and Online

Broadcast from 15 March and 2 May in Dallas, Houston, San Antonio and Chicago

Integrated MarketingWorks

 

Hormel

SPAM(R) varieties, DINTY MOORE (R) stews, HORMEL(R) Chili, HORMEL(R) MARY KITCHEN(R) Corned Beef Hash, HORMEL(R) Canned Chicken and HORMEL(R) Bacon Bits.

Radio, TV and Digital

2010

CRN International

 

Seccion Amarilla USA

 

Digital media, social networks, national print media, direct mail, BTL (below-the-line) activities, sports marketing and viral marketing

2010

N/A

 

Home Depot

Home Depot

N/A

2010

Richards Group, Richards/Lerma will be working together with Initiative/Identity who will handle media planning and buying.

Account assigned to new agency. Formerly held by The Vidal Partnership. 

The Congressional Hispanic Leadership Institute (CHLI)

NA

N/A

2010

VARCom Solutions

 

Allstate

Allstate

TV with radio and print support

2010

Lapiz Advertising

"Con Allstate, estás en buenas manos." ("With Allstate, you're in Good Hands"). Media bought by SMG

V-me

V-Me

Radio , outdoor advertising

2010

NA

New York, Los Angeles, Chicago, Miami and Houston, with transit ads in New York, Los Angeles and Chicago. 

Tesco

Fresh & Easy

Digital, Radio

2010

RL Public Relations + Marketing

 

Nestle

Nestle Carnation Evaporated Milk

Mobile, Digital

2010

Casanova Pendrill

 

The Nielsen Company

 

Print, Radio, Mobile

2010

Phelps Group (former Anita Santiago Advertising)

 

EasyHome Ltd.

 

NA

2010

Media Maquiladora

Integrated Marketing Agency

The Miami Dolphins

The Miami Dolphins and Sun Life Stadium

NA

2010

República

Agency assignment

Crown Imports

Corona

TV, Radio

2010

La Comunidad  (creative)

Media bought by Cramer- Krasselt 

Ace Hardware

Ace Hardware

TV, Radio

2010

Revolucion Hispanic Communications agency

 

Sprint Prepaid Group

Boost Mobile

TV, Radio and out of Home media

2010

Inspire

 

Knorr

Knorr

TV, Radio, Print, PR, Online activation, Social media outreach, signage and in-store events

2010

Mass Hispanic

 

  • Lanza Group

The Lanza Group announced their partnership with the Atlanta Braves and Turner Field to present Salsa Fest. The event is part of the Lanza Group's yearly celebrations of Hispanic culture and will include local salsa groups, DJs, bands, and dance demonstrations. The salsa-centric event will take place at Turner Field Plaza at Monument Grove on March 21.

"Salsa Fest is a great way for us to reach our Hispanic fans and participate and appreciate the culture of the event.", said Hill Scott, Atlanta Braves Marketing Director. Salsa Fest will be on March 21, 2010 from 12 p.m. to 7 p.m. at Turner Field.

 

  • Degree Men

Degree Men and ESPN Deportes premiered its first documentary-style soccer show entitled Frente al Reto. An eight-part series profiling eight of the top soccer players hoping to make it to the World Cup. Branding will extend to radio, as well as online. Mindshare, Degree Men's media agency of record, managed the media planning. Read the full story here.

  • Air Europa

Air Europa announced new direct flights between Madrid and Miami and will reveal ads and local iniciatives soon.  The company is joining two international terminals such as Madrid and Miami, which will represent an economic impact for the area and provide new options for executives and tourists.

  • Marshalls

LatinWorks snagged national retailer Marshalls as a client. Marshalls, which sells discount family apparel, named the Austin-based company its Hispanic agency of record. Marshalls has more than 820 stores in the United States and Puerto Rico.

The company will focus on developing the retailer’s Hispanic advertising strategy and creative content. The retailer’s general market work is handled by LatinWorks’sister Omnicom agency, GSD&M Idea City.

  • San Diego Padres

The Ad Ease Agency in San Diego has partnered with Spectrum Advertising in El Centro to work with the San Diego Padres for their Hispanic media outreach into Baja California, Mexico.

Katherine Timm, account manager for Ad Ease, said, “This is a exciting opportunity to combine the specialties of both our agencies and really make an impact on the marketing outreach on both sides of the border.”

  • Imusic Worldwide

Imusic Worldwide, Ltd. a digital distributor of independent music announce that it has launched a Spanish language websites.

"We are now in the process of signing up artists in this market which will result in the company increasing its revenue streams." stated Bukra Katupot, president of Imusic Worldwide. The Company anticipates that the Hispanic market will add significantly to its revenue growth and result in increased revenues on its main website, www.imusicww.com. The Spanish version: www.es.imusicww.com and www.imusicww.com.es.

 

  • AeroMexico

Paco Communications recently expanded its services to AeroMexico, an airline of Latin America. Paco Communications became the agency of record for AeroMexico for advertising and e-marketing in May 2009. After a lengthy review process, the agency was just awarded AeroMexico's public relations business for its U.S. and international markets.

Paco will implement AeroMexico's 2010 integrated marketing campaign, which includes public relations, advertising and e-marketing efforts. Read he full article here.

 

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

Con un 63% de los hispanos estadounidenses de origen mexicano y dos tercios de ellos nacidos en México, existe una sólida justificación para que las grandes empresas mexicanas (por ejemplo, Cemex, Femsa, Grupo Modelo, América Móvil, Novamex, AeroMexico, etc..) se dediquen más al mercado para mexicanos en los EU. La mayoría de estas empresas ya cuentan con una equidad de marcas considerable entre los mexicano-americanos, por lo que debería ser relativamente fácil para estas empresas llegar a sus compatriotas “al norte de la frontera" para que inviertan dinero en comprar sus productos y servicios.

¿Están las empresas mexicanas haciendo un buen trabajo en la comercialización de sus productos y servicios a los mexicano-americanos? "Desafortunadamente, no", dice Halim Trujillo, director de estrategia y jefe de Creación Marketing en Chicago. Antes de fundar su propia firma, Trujillo, planificaba y compraba medios en Mindshare Multicultural para clientes como Kimberly Clark y Sprint. Trujillo añade que "uno de sus mayores errores, además de con quien se asocian para las labores de mercadeo, es su falta de conocimientos sobre las prácticas comerciales en los EU., la disponibilidad de los medios, la fijación de precios de medios y el entendimiento de la porción de consumidores hispanos altamente aculturados

 

Grandes cuestiones de marketing:

En la opinión de Trujillo, la mayoría de las grandes empresas en México resultan ser compañías mundiales o multinacionales que confían en sus filiales en EU para la comercialización de sus productos hacia los consumidores hispanos situados aquí. "En cuanto a las empresas puramente mexicanas (sin importar su tamaño, de propiedad privada o propiedad familiar) realmente tienen grandes problemas en la comercialización hacia los hispanos en los EU., ya que toma mucho tiempo y mucho esfuerzo resolver el rompecabezas que el mercado hispano de EU representa . La mayoría de estas empresas dependen de las pequeñas tiendas locales de comercialización que tienen escaso conocimiento del mercado en su conjunto (nacional) y que tienden a centrarse sólo en un DMA particular basada en lugar de su sede. Además, las empresas mexicanas piensan que los hispanos sólo se concentra en áreas tradicionalmente hispanas como Los Angeles, Houston, San Antonio o Miami, sin ninguna comprensión de variables tales como la aculturación o la preferencia de idioma”.

 

¿Mercado cautivo?

Puede haber buenas razones para el interés relativamente bajo de las empresas mexicanas en el marketing y la publicidad para los hispanos. Teresa Cabrero, Directora de Ventas de Publicidad del Diario de México en Nueva York (edición diaria de lunes a viernes, Circ. 10.000 auditoría ABC) dice que muchas marcas mexicanas ya tienen el mercado cautivo y no tienen mayor necesidad de hacer publicidad.

Según Cabrero, el área de la construcción de viviendas es una de las pocas categorías que ha estado activa. Un ejemplo es la constructora mexicana Grupo Ara, que anuncia soluciones financieras para los mexicanos en los EU a fin de poder comprar una casa en México. Según Cabrero, hasta el 90% de los mexicanos en el área de Nueva York no están documentados. La mayoría de las categorías de publicidad más importantes para ellos son las legales y las telecomunicaciones. Estos son los sectores donde las empresas mexicanas en los EU no son particularmente fuertes.

 

¿Temor a las represalias de los consumidores no mexicanos?

Eva A. May, Directora de Español Marketing & Communications, Inc., Cary, NC le comentó a Portada que "mientras que algunas empresas mexicanas dudan en promover su patrimonio mexicano, por temor a represalias por parte de los consumidores no mexicanos, hemos encontrado que las marcas mexicanas con fuerte patrimonio, incluyendo marcas como Jarritos, Mundet y Corona, puede tener la oportunidad de generar una fuerte preferencia en los consumidores y lealtad a largo plazo explotando orgullosamente su herencia mexicana. Hemos visto que los consumidores no mexicanos de América Latina reaccionan positivamente a este enfoque estratégico, siempre que las campañas no menosprecien a otros países o a los consumidores, ya que suelen saber que estas marcas proceden de México. Y puesto que más de dos tercios del mercado hispano está formado por consumidores de origen mexicano, para el cual una posición de "marca mexicana auténtica" puede tener resultados muy positivos, este posicionamiento de las marcas puede dar una ventaja natural en el mercado hispano.

Español Marketing & Communications organiza campañas de publicidad para Novamex, el importador de la comida mexicana y bebidas no alcohólicas incluidas Jarritos, Sangría Señorial, Mundet, y Mineragua; (la compra de medios se hace por SMG-MV42).

 

 

Categorías fuertes: comida…

Según May, mientras que estas marcas son muy conocidas para muchos mexicanos de primera generación, Novamex cree que pueden establecer fidelidad a largo plazo por "hacer una devolución" a las comunidades mexicano-estadounidense. "Por esa razón, buscamos organizaciones comunitarias e iglesias en toda la mitad oriental del país que están haciendo eventos de recaudación de fondos, y les ofrecen bebidas gaseosas en forma de donaciones que pueden vender para recaudar fondos. También ofrecemos el producto como refresco gratuito a las organizaciones para la celebración de la cultura mexicana, las vacaciones, música, o simplemente proporcionar diversión de la familia".

Adicionalmente, Novamex organiza, promueve y ejecuta la Copa Jarritos en nueve mercados clave de EU, un festival de futbol orientado a la familia, con partidos de fútbol inflable, las celebridades del fútbol de México, y un torneo de fútbol juvenil. "Una vez más, este es un gesto de la empresa para hacer una devolución a sus consumidores fieles", señala May.

Novamex anuncia Jarritos, uno de los refrescos mexicanos más populares, en Abasto Magazine. Francisco Cámara Riess, editor de la Revista Abasto, señala que el 100% de los anuncios de alimentos de su revista llevan consigo algo de México. El Mexicano, una marca de comida mexicana propiedad de Marquez Brothers con sede en California, también es un anunciante de Abasto. Abasto, Circ. 40.000, es una revista en idioma Inglés publicada para empresarios de alimentos hispanos. Apunta Riess que Abasto llega a 42.000 negocios hispanos – la mayoría de ellos dirigidos por mexicanos-y ofrece llegar a las marcas de México y sus organismos.

 

Y las propiedades de medios:

Debido a la afinidad cultural y la equidad de marca entre los mexicano-americanos, las empresas de medios tienen un gran seguimiento en el mercado hispano de EU. Todos los formatos de televisión, como las telenovelas han sido éxitosas.

Muchos no han requerido de adaptación, aunque esto ha cambiado durante los últimos años. El contenido deportivo es también muy exitoso. Miguel Ramírez, Director de Publicidad Digital en Grupo Editorial Expansión de México (GEE), señala que Mediotiempo.com no ofrece un contenido diferente para los mexicanos que viven en los EU. "Ellos prefieren el contenido mexicano puro. Es una herramienta importante para mantener un fuerte vínculo con su país de origen”. Ramírez agrega que Mediotiempo atrae a más de 400.000 usuarios únicos por mes en los EU a pesar del que lo se le ha hecho muy poca publicidad para el consumidor

Chismes:

El sitio de chismes y entretenimiento Quien.com, también publicado por GEE, ha incrementado su audiencia hispana en EU considerablemente en los últimos tiempos. El equipo de ventas de Grupo Editorial Expansión de la Ciudad de México contribuye a promover el alcance del mercado hispano de GEE a las empresas mexicanas.

With 63% of Hispanics being from Mexican origin and two thirds of them born in Mexico, there is a strong rationale for large Mexican corporations (e.g. Cemex, Femsa, Grupo Modelo, America Movil, Novamex, AeroMexico etc…) to market to Mexicans in the U.S. Most of these companies already have considerable brand equity among Mexican Americans, so it should be relatively easy for these companies to get their fellow countrymen “north of the border” to spend money buying their products and services.

Are Mexican companies doing a good job marketing their products and services to Mexican Americans? “Unfortunately not”, says Halim Trujillo, Chief Strategist & Principal at Chicago based Creacion Marketing. Before founding his own firm, Trujillo planned and bought media at Mindshare Multicultural for clients including Kimberley Clark and Sprint. Trujillo adds that “one of their biggest mistakes in addition to who they partner with for marketing duties is their lack of knowledge regarding the business practices in the U.S., media availability, pricing of media, and consumer insights regarding partially to highly acculturated Hispanics.”

Big Marketing Issues:

In Trujillo's opinion the majority of large companies in Mexico happen to be global or multinational companies that rely on their U.S. subsidiaries to market their products to Hispanic consumers here. “Regarding purely Mexican companies (regardless of their size, privately owned or amily owned) they actually have big issues in marketing to Hispanics in the U.S. as it takes a long time and hard efforts for them to solve the puzzle that the U.S. Hispanic market represents. Most of these companies rely on small local marketing shops that have poor understanding of the market as a whole (national) and that tend to focus only on a particular DMA based on where they are headquartered.
Additionally, Mexican companies think that Hispanics are only concentrated in traditionally Hispanic DMAs such as Los Angeles, Houston, San Antonio or Miami, without any understanding of variables such as acculturation or language preference.”

Captive Market?

There may be good reasons for the relatively low interest of Mexican companies in marketing and advertising to Hispanics. Teresa Cabrero, Advertising Sales Director at Diario de Mexico New York (daily Monday to Friday edition, circ. 10,000 ABC audit) says that many Mexican brands already have the market captive and do not have much of a need to advertise.

According to Cabrero, homebuilding is one of the few categories that have been active. One example is Mexican homebuilder Grupo Ara, which advertises financing solutions to Mexicans in the U.S. in order to have them buy a house in Mexico. According to Cabrero up to 90% of Mexicans in the New York area are not documented. The most important advertising categories for them are legal and telecommunications. These are sectors where Mexican companies in the U.S. are not particularly strong.

Fear of reprisals from Non Mexican Consumers?

Eva A. May, Managing Director, Español Marketing & Communications, Inc., Cary, NC tells Portada that “while some Mexican companies hesitate to promote their Mexican heritage, fearing reprisals from non-Mexican consumers, we have found that brands with strong Mexican heritage, including such brands as Jarritos, Mundet and Corona, can have the opportunity to generate strong consumer preference and long-term loyalty by proudly exploiting their Mexican heritage. We have seen non-Mexican consumers from Latin America react positively to this strategic approach as long as the campaigns are not disparaging to other countries or consumers, since they typically know that these brands come from Mexico. And since over two thirds of the Hispanic market is made up of consumers of Mexican origin, for whom an “authentic Mexican brand” positioning is likely to have very positive results, this positioning can give the brands a natural edge in the Hispanic marketplace.

Español Marketing & Communications organizes advertising campaigns for Novamex, the importer of Mexican food and soft drinks including Jarritos, Sangría Señorial, Mundet, and Mineragua; (media buying is done by SMG-MV42).

Strong Categories: Food…

According to May, while these brands are very well-known to many first generation Mexicans, Novamex believes that they can establish long-term loyalty by “giving back” to Mexican-American communities. “For that reason, we search out community organizations and churches throughout the eastern half of the country who are doing fundraiser events, and offer them soft drinks as donations that they can sell to raise funds. We also offer the product as free refreshments to organizations celebrating Mexican culture, holidays, music, or just providing family fun.”

Additionally, in nine key US markets, Novamex organizes, promotes, and implements Copa Jarritos, a family- oriented SoccerFest, complete with inflatable soccer games, soccer celebrities from Mexico, and a youth soccer tournament. “Once again, this is a gesture by the company to “give back” to its faithful consumers”, May notes.

Novamex advertises Jarritos, one of the most popular Mexican sodas, in Abasto Magazine. Francisco Camara Riess, editor of Abasto Magazine, points out that 100% percent of the food ads carried by his magazine have something Mexican. El Mexicano, a Mexican food brand owned by California-based Marquez Brothers, is also an Abasto advertiser. Abasto, circ. 40,000, is an English-language magazine published for the Hispanic food entrepreneur. Riess notes that Abasto reaches 42,000 Hispanic businesses — most of them run by Mexicans— and offer that reach to Mexican brands and their agencies.

…and media properties themselves:

Due to the cultural affinity and brand equity among Mexican Americans, media companies have a large following in the U.S. Hispanic market. Whole TV formats such as telenovelas have been blockbuster successes.

Many have not required adaptation although this has changed during the last years. Sports content is also very successful. Miguel Ramirez, Digital Advertising Director at Mexico's Grupo Editorial Expansion (GEE) notes that Mediotiempo.com does not provide different content for Mexicans living in the U.S. “They prefer pure Mexican content. It is an important tool to maintain a strong bond with their country of origin”. Ramirez adds that Mediotiempo attracts more than 400,000 unique users a month in the U.S. despite the fact that it has done very little consumer advertising.

Gossip:

Entertainment-Gossip site Quien.com, also published by GEE, U.S. Hispanic audience has also increased substantially lately. Grupo Editorial Expansion's sales team in Mexico City helps promote GEE's Hispanic reach to Mexican companies.