Hyundai Splits CMO Role
Aimed at leading the industry with data-driven marketing solutions and breakthrough creative strategy, Hyundai Motor America has restructured its marketing department creating two new divisions: marketing creative and marketing performance. Effective August 1, Angela Zepeda will lead the marketing creative division as chief creative officer and will oversee social, creative, experiential marketing, and multicultural marketing. Sean Gilpin will assume the role of vice president, marketing performance and will lead the marketing performance division, which will include media buying, customer communications (customer relationship management, consumer website, digital retail solutions), tier two marketing and marketing financial management. These U.S. marketing teams will work as one under Randy Parker, chief executive officer, Hyundai Motor America. Gilpin will also retain his global responsibilities as vice president of global sales marketing for Hyundai Motor Company. “We recognize that customers have a lot of options when it comes to buying a car,” said Randy Parker, chief executive officer, Hyundai Motor America. “From EVs and hybrids to technology innovations, the market is filled with noise and information that can be confusing to customers and sometimes distract from the core brand message. This restructure will allow us to build marketing programs around data and sales performance that will help propel us to the forefront of the industry.” The marketing creative team, lead by Zepeda, will focus on producing and developing creative content to engage audiences across all marketing channels. The marketing performance team will take an analytical approach to reviewing the placement, volume and quantitative effectiveness of marketing strategy to drive operational excellence and better align with sales performance. The two divisions will work together to deliver industry-leading marketing and advertising that drive shopping activity.
Total Wireless
Total Wireless, the new Verizon prepaid wireless brand, is undertaking its largest media investment ever, says Arturo Picicci, VP of Value Brands at Verizon Value in a Portada interview. Media used, includes TV, digital, social, online video search, OOH and radio, both nationwide and focused on the key local markets. Spanish-language media and in-culture media are also part of the program.
L’Oreal International Distribution
Wavemaker has been appointed by L’Oréal International Distribution (LID) as its EMEA media agency. The three-year contract starts in September 2024. The decision follows a six-month competitive process supported by the independent media and marketing consultancy Ebiquity. This was called to consolidate the media activity for LID into one trusted, strategic partner and includes its Amazon activity. Wavemaker won the business in a final competition against OMD. The win means a further expansion of the L’Oréal-Wavemaker partnership which includes 30+ markets across the world. Wavemaker has been tasked with supporting the LID team to positively provoke and further accelerate growth across key territories. The global media consultancy remit comprises all media buying and planning, coordinated from one central Wavemaker hub, with digital handled centrally and offline locally. Wavemaker will also support LID with the development of an impactful strategic vision through effective thought leadership content. Julie Hoareau, Global Chief Digital & Marketing Officer L’Oréal International Distribution added, said “we are delighted to be partnering with Wavemaker global team to support the rapid growth of the LID business. We were looking to simplify and centralise our operation with a partner who could show agility, expertise, and team spirit. We very much appreciated Wavemaker’s enthusiasm, proposals, responsiveness, and creativity. What made them stand out from the competition was their creativity and the chemistry we felt with them as people.”
Spirit Airlines
Spirit Airlines announced that it has named Knoxville-based Tombras as Agency of Record (AOR). Tombras will be the airline’s lead partner across creative, media, social, PR and CRM. Spirit announced significant product and service strides to redefine low-fare travel with new, high-value options providing an even friendlier, more desirable travel experience. The partnership comes at a pivotal time for Spirit as it recently announced a number of exciting new benefits for Guests including travel options with exceptional value, an enhanced boarding experience, designated priority check-in, and expanded Guest-friendly policies. Spirit’s four new travel options include brand-new premium selections that include benefits such as snacks and drinks, carry-on and checked bags, priority check-in and boarding, and Wi-Fi. The new offerings also include economical options that provide affordability and flexibility.Additionally, the brand announced changes including no fee to change or cancel a reservation on any Spirit flight. This policy is among the best in the industry because it applies to every Guest. With so many traveller-focused changes to make Guests aware of, Spirit is embarking on its largest marketing effort to date.
Rocket Companies
Publicis has won the Rocket Companies account for media buying and planning after a review. The account had previously been held by IPG’s UM. Detroit based Rocket Companies’ units include Rocket Mortgage, Rocket Loan and Rocket Homes. Rocket Mortgage account for media buying and planning. In January Rocket Companies appointed Jonathan Mildenhall as its first ever group Chief Marketing Officer (CMO). Mildenhall, a believer in the external agency model, has substantially reduced the marketing team from more than 300 executives to less than 50. Nicole Sebree Henry, Senior Director, Multicultural Marketing, left the company earlier this year to become Senior Directory/Audience Strategist at Northwestern Mutual.
California Grown
California Grown, a prominent advocate for California’s agricultural products and its community, partnered with its marketing agency of record, Red Door Interactive, to launch “The Sound of Good” campaign. By harnessing visual, audio and interactive user-generated content, the organizations are engaging consumers’ senses, paying homage to California’s year-round agricultural legacy, and showcasing the distinctiveness of its food from other regions. “Some experiences are so extraordinary, words alone can’t capture them,” said Reid Carr, CEO and executive creative director at Red Door Interactive. “We created ‘The Sound of Good’ to better tell this story. After all, the bounty of California is a full sensory experience.””With so many grocery options and increasingly budget-conscious consumers, we knew we needed to cut through the noise to educate shoppers about the advantages of choosing California-grown crops, meat, seafood, dairy and more products,” said Reid Carr, CEO and executive creative director at Red Door Interactive. “Some experiences are so extraordinary, words alone can’t capture them, which is why we created ‘The Sound of Good’ to better tell this story. After all, the bounty of California is a full sensory experience.” Established in 2001 by innovative farmers, ranchers and agricultural marketers, California Grown harnesses Californians’ pride in local products. Today, California leads in agricultural output and sustainability, supplying over 50% of U.S. produce, 80% of U.S. wine and ranking first in sustainable dairy production. Red Door Interactive is a full-funnel marketing agency delivering end-to-end solutions to help enterprise brands breakthrough creatively and grow market share. Clients include Stone Brewing, Titleist, Bosch, Intuit, Sun Bum, Thermo Fisher Scientific, Northern Arizona University, and Shea Homes, among others.
At this exclusive event on September 19, 2024 brand decision-makers and marketing service suppliers will share and accelerate knowledge on crucial topics, including Latin American marketing, e-commerce marketing, and leveraging marketing technologies. To find out about thought leadership and networking solutions at Portada Live involving many brand decision-makers, don’t hesitate to contact Sales Director Irma Gutierrez at [email protected].
Cheetos
Cheetos announced its partnership with international superstar and entrepreneur J Balvin for this year’s Deja tu Huella campaign. Deja tu Huella, which translates to “Leave your Mark” in English, is a phrase known in Latino culture to celebrate the inspiring work people are doing in their community to uplift generations to come. With this rally cry as inspiration, Cheetos created the Deja tu Huella campaign in 2020 to celebrate those across the country who are leaving a mark on their communities through art, education, music, technology, fashion and more. For years, the brand has supported these individuals with funding and resources to continue pursuing their passions. Now, J Balvin is joining Cheetos’ mission, and the brand is welcoming him into the Deja tu Huella family in a way only Cheetos can: by sponsoring his iconic, orange-dusted fingertips. J Balvin has undoubtedly left a long-lasting impact on the Latino community by bringing Reggaeton to the global stage, uniting people across the world through his music and helping the community through his Vibra en Alta Foundation. By giving back and uplifting the community, he aims to support the next generation by creating opportunities, fostering growth and ensuring a brighter future. He is now joining the brand to lead this year’s effort to inspire others to leave their own mark and help the brand find the next person whose fingertips Cheetos will sponsor as the next Deja tu Huella Ambassador. The Deja tu Huella Ambassador network includes 20 inspiring individuals who have leveraged their talents to make a positive impact in the Latino community. To apply, fans can either scan the QR code found on bags of limited-edition Cheetos Salsa con Queso or head to Cheetos.com/dejatuhuella. To help spread the news of the Deja tu Huella campaign, Cheetos is releasing new TV commercials to accompany the partnership announcement. In the commercials, J Balvin shows off his Cheetle-covered fingertips with pride everywhere he goes – whether on the red carpet or out to dinner – and those around him notice the mark he’s left, demonstrating how his fingertips can empower and inspire individuals to leave their own mark. Fans can also watch the impact he’s made on culture in a new digital video here. “Cheetos is committed to uplifting the Latino community to provide them with the tangible support needed to unleash their full potential and continue impacting their communities in big ways,” said Tina Mahal, senior vice president of marketing at PepsiCo Foods North America. “The impact J Balvin’s made through his music and work with his Vibra en Alta foundation will help shine light on a community that truly embodies Deja tu Huella’s spirit.”
Buchanan’s
Soccer season is in full swing in the US, and for Buchanan’s Whisky 200%ers in Austin TX, love for the team, city, and sport is anything but casual. Inspired by passionate 200% fans of Austin, TX, Buchanan’s Whisky the official Scotch Whisky of Austin FC, has launched the ‘Give it 200%’ campaign with a short film embracing the loud and proud spirit of the city’s soccer fans as they give their 200% to their team, and to their culture. The spot features local artist Marcos Morales as he engages with his community to create a Tifo celebrating how Austin FC 200%ers have found family through the soccer community, and celebrates the fans’ creative approach to supporting their team and embracing their unique Hispanic American culture. Linda Lagos Morales, Director of Buchanan’s Whisky shares her excitement, explaining that “With this film, Buchanan’s Whisky aims to offer Hispanic American soccer fans a spirit that matches their own – One that celebrates duality in culture, shows up with passion and always gives it 200%.” :30, :15 or :06 versions of the video are being broadccast on Vix. Social media including Instagram are also part of the campaign.
Check out this Portada interview with brand director Joyce He, now leading Guiness, on the whisky brand’s soccer marketing and advertising strategy. Later this summer, Austin soccer fans will have even more opportunities to get in on the 200% soccer spirit with a citywide soccer takeover and the creation of a custom Buchanan’s x Austin FC pennant!
