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

  • Samsung

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

     

  • Walgreens

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

 

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  • T-Mobile

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

  • Halsey launches D2C Brand

    Halsey

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

  • Chobani

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

  • Superbowl: A first for Fiverr…

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

    • … and Cheetos and Doritos Return

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

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

  • Mango

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

 

 

 

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

Matt Van Dyke, new CEO at FordDirect

Matt VanDyke
Matt VanDyke, CEO, FordDirect

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

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

Brand Marketer Appointments at Bacardi and T-Mobile

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

 

Emma Velez

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

 

Dana Bonkowski joins Zenith

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

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

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

 

 

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

New Executives at NBC Universal, Linqto, Eyeota…

Malu Carmona-Botana
Malu Carmona-Botana

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

Ezequiel Fonseca Zas
Ezequiel Fonseca Zas

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

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

…and Univision.

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

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

 

The pro-Trump mob that stormed the U.S. Capitol on January 6 was mostly incited by social media driven fake news. It again became blatantly evident that a repluralization of media and a commitment to facts as a public good are crucial to the stability of the U.S. democratic system. Enter Corporate Social Responsibility: Brands and media buyers at agencies should be under pressure to direct advertising to media properties practicing professional journalism. Media dollars should also be directed to  underserved communities. Learn how UM , Cadillac and Realogy  balance the reach vs. responsibility/purpose driven marketing trade off in media buys.

It is not surprising that the  D.C. chaos has actually made many brands to take the decision of pausing social advertising. According to a 2019 study published in Science by MIT Sloan professor Sinan Aral and Deb Roy and Soroush Vosoughi of the MIT Media Lab. They found falsehoods are 70% more likely to be retweeted on Twitter than the truth, and reach their first 1,500 people six times faster. This effect is more pronounced with political news than other categories.  Independent, truth-seeking professional journalists apply reporting methodologies and a code of ethics that makes them accountable and transparent. Corporate social responsibility should make sure that brands advertise in trusted media properties.

However, brand marketers and the media agencies that cater to them not only need brand safety but also reach at a low cost for media buys to be efficient and ultimately obtain leads and sales.

News Sites: How it Works in Practice…

Corporate Social Responsibility
David Queamante, SVP, Client Business Partner, UM Worldwide

David Queamante,  SVP, Client Business Partner, UM Worldwide tells Portada that when he worked at “an Automotive brand, recently, we saw that News Programming has a high index among people who earn the income we wanted to see, and who buy the vehicle segments we were promoting. However, on the Finance brand that I focus on currently, we see that News Programming indexes below 100 for people who will be in-the-market for our type of loan in the next 12 months. I still try to keep News programming as part of the buy, but I’m limited in how much support I can put behind that content when other programming indexes much higher for that target.”

I still try to keep News programming as part of the buy, but I’m limited in how much support I can put behind that content when other programming indexes much higher for that target. 

Queamante add thats “when we run ads for this company on Social Media, we see that our Cost-Per KPIs is much lower than what we see when we run display ads anywhere else. At the end of the day, I can’t  avoid Social Media without lowering my leads and visits. Now, we work very hard with our paid social buyers to avoid controversial/divisive posts and content as much as possible.”

At the end of the day, I can’t  avoid Social Media without lowering my leads and visits. Now, we work very hard with our paid social buyers to avoid controversial/divisive posts and content as much as possible.

Journalist Powered Content Ratings…

Separately, IPG Mediabrands, the owner of UM,  has agreed to begin using NewsGuard’s journalist-powered content ratings system for its digital news media buys in the United States, and other key markets. NewsGuard — which was founded by news media pioneer Steven Brill as a solution to the deluge of disinformation being promulgated by questionable publishers and sources — relies on human intelligence as opposed to machine-learning algorithms to detect, organize and rate the veracity of news and information publishers.  Many brands and media agencies recognize that corporate social responsibility includes advertising in trusted media properties.  IPG/ Mediabrands plans plans to use the ratings as part of its programmatic media buys made on news and information websites. “Our partnership with NewsGuard has already helped expand the scope of quality inventory available while ensuring ads remain in brand-safe and brand-suitable environments,” says Mediabrands Global Brand Safety Officer Joshua Lowcock said in a statement announcing the expansion of its agreement.

Knowledge-sharing system for brand marketers

Corporate Social Responsibility: How Diversity Media Buys Work  in Practice…

Jason Riveiro, Realogy
Jason Riveiro, Senior Director, Global Growth Markets & Inclusion, Realogy

Another demand consumers have for 2021 is that brands should support media properties that target diverse and underserved audiences. Some members of the brand marketing community agree: “Inclusivity in messaging should be substantial and authentic, but also should include investment in media targeting underserved communities”,  says Jason Riveiro, Senior Director, Global Growth Markets & Inclusion tells Portada.

 

Advertising in 2021
Alexis Kerr,  Cadillac

How does this work in practice? Alexis Kerr, Cadillac’s Head of Multicultural Marketing | Multicultural Strategy, Content and Execution, notes that she has found creative ways to nurture her multicultural media partners to ensure they serve her in various different ways vs just ROI.  “Media partnerships like Hispanicize and Revolt are great examples of how partners have been able to work with us to meet those goals. We have increased our spend to support diverse communities and partnerships,” she asserts.

MediaBrands has made it an internal mandate to increase or improve our investment on Diversity-Owned media partners. However, we don’t want to just pick an arbitrary % of the media budget.

Custom Solutions that Balance Reach vs. Responsibility

Corporate social responsibility should include that brands advertise in trusted media properties. 
UM’s David  Queamante  notes that his agency
has worked hard to build custom solutions that balance reach with responsibility by making it easier to identify and work with Diversity-owned and Diversity-serving media partners, while still delivering on campaign goals and KPIs. “MediaBrands has made it an internal mandate to increase or improve our investment on Diversity-Owned media partners. However, we don’t want to just pick an arbitrary % of the media budget.  It may not be possible to spend a certain amount of money with diversity-owned partners – many of them lack the scale that non-Diversity-owned partners have. Due to this lower scale, investing an arbitrary amount with these partners may also have negative impact on the campaign reach and exposure to our target audiences.

Corporate Social Responsibility: A Catalogue of Diversity Owned Partners

Queamante adds that the first thing he does is to “start with a database that one of our internal agencies (MAVEN) maintains and updates several times a year. This catalogues Diversity Owned partners across more than just ethnicity. It includes Veteran-owned, Women-owned, Disability-owned and more.
The second step involves to “match the media partners on this list with our custom targets; we call them High Value Audiences (HVA). We identify these audiences using our Acxiom data stack, and we’re able to match these audiences back to media behavior. Based on the HVA media consumption of these Diversity-owned partners we’re able to create investment benchmarks that are specific to each brand and their unique audience.”  “Since these benchmarks factor in HVA media consumption, they have a positive impact on reach and exposure levels for our target.”, Queamante concludes.

 

Knowledge-sharing system for brand marketers

 

 

MarTech  investments are a key driver of the communications industry, both for entrepreneurs and investors.  Recently created NUMATEC comprehends more than 300 employees in 22 countries, and is led by a team of entrepreneurs who have successfully founded and exited multiple ventures, and now pool their resources and companies under one umbrella. We interviewed Giuliano Stiglitz, CEO of NUMATEC, to better understand his innovative company and learn about the MarTech (Marketing Technologies) sectors he sees the most potential for growth in. Numatec particularly seeks to grow in.

Corporate MarTech budgets will continue to grow globally. This is one of the main reasons why industry veteran Giuliano Stiglitz recently founded NUMATEC. According to Stiglitz the following four MarTech subsectors are particularly primed for growth:”First, AI-If you go beyond the fact that it is perhaps the most misused word in the industry, in its truest meaning, AI is the driving force behind automation and evolution of many of the platforms used today.” Second Stiglitz sees eCommerce as eCommerce is playing an important role “and its growth was accelerated by the pandemic and there is a growing demand for services that help eCommerce businesses succeed.” The third major growth sector for MarTech Investments is Customer Data: “Everything that has to do with capturing, understanding and harnessing the power of user specific data is key. Lots of growth here as we are just at the beginning of this trend.”. Finally, Stiglitz expects substantial growth in CTV and “generally speaking TV converting to Digital, still a lot more to go (hence lots of growth) to bring TV 100% to the ‘other side’”.

AI is the driving force behind automation and evolution of many of the platforms used today.

NUMATEC’s MarTech Investments

NUMATEC’s current portfolio of companies is focused on the growth trends described above as its subsidiary companies including Si Señor agency, Cookie Lab and The Tech Partners offer many of these services.
NUMATEC has allotted a war chest to continue its rapid expansion investing in MarTech, seeking other like-minded founders who wish to join the group and fuel growth. The main criteria for M&A will be whether companies complement the current stack, integration and over-arching strategy.
Geographically, Stiglitz sees a huge potential in Latin America: “Despite the fact that our origins are in LatAm and some of our businesses have been operating for quite some time in the region, there are still a few markets where we haven’t entered yet, notably Brazil, and we intend to cover the entire region. We are also very excited about expansion in the U.S. and Europe, where we see a huge potential for our services.”

We still see a huge potential in Latin America, where some of our business have been operating for some time.

NumatecStiglitz tells Portada that NUMATEC typically takes a majority stake of between 51% and 100% in the companies it invests in. “Sometimes we buy a stake in an existing company, sometimes we fund an entrepreneur who wants to start his or her own business and sometimes we incubate the business in-house. We provide guidance from Miami, but we incubate globally including Europe and LatAm.” Stiglitz says NUMATEC “typically is able to achieve profitability very quickly, and expects returns within a one to two-year timeframe.” NUMATEC generates revenue through its investments and the services it provides to its portfolio companies.

We typically are able to achieve profitability very quickly, and we expect returns within the first two years.

Stiglitz prefers not to limit or discourage potential partners by sharing a specific number to describe the maximum or minimum NUMATEC will invest in: “I will tell you though that we have invested as little as US $100,000  to launch a business and as much as US $1,000,000. The range is really quite broad.”

MarTech Investments: Holding Company and Investor

Giuliano Stiglitz
Giuliano Stiglitz, CEO, NUMATEC

Asked about the ultimate goal of NUMATEC (e.g. selling its portfolio companies, increase in size etc.), Stiglitz answers that he likes to say that NUMATEC has two or perhaps three souls. “On one hand, we are a holding company and an investor so our ultimate goal here is to maximize shareholders returns. We do that through acquisitions, through funding exceptional entrepreneurs and by incubating new companies in-house. We have a well-oiled and proven methodology, and we won’t stop doing that. This relentless activity has resulted in quite a diversification: by having different lines of businesses (within the digital marketing space) and by operating in such a diverse group of countries. We can clearly see some buyers interested in what we have built, but that said, we are not currently looking for buyers. We do see a lot of growth ahead for several years and we will keep our options open to other avenues, including an IPO. “We are also the perfect partner for Martech companies eager to attain more market share and accelerate their growth in the markets where we operate. We want to be seen as the market leader in channel partnerships and distribution for top-tier AdTech and Martech companies; this is one of our ultimate goals that goes hand in hand with the first one. Last but not least, we want to be seen as the ideal investor for the most talented entrepreneurs in our industry. By helping a new generation of founders achieve success, we’ll be able to achieve our goal and we’ ll have accomplished something meaningful in the process.”

We want to be seen as the market leader in channel partnerships and distribution for top-tier AdTech and MarTech companies.

Providing Brands with a Wide Array of Marketing Services

By undertaking MarTech investments, NUMATEC intends to build the world’s premier network of service providers for today’s global brands. Stiglitz emphasizes that NUMATEC’S objective is to provide brands (corporations) a wide array of marketing services through different NUMATEC portfolio companies. “Our objective is two-fold: the first, strategically investing in technology enabled service companies in the Martech ecosystem, and the second, partnering with the best available technologies to accelerate growth and distribution. By doing this we will be able to provide, as a group, the most complete set of services that compete with industry leaders,” he concludes.

A question that is keeping experiential marketers up at night is what form events and experiential marketing will have once the world returns to normal. Michael Goldstein, VP and Head of Sponsorships North America, Mastercard  and Michael Tasevski, VP, Global Sponsorship at Scotiabank provide their points of view. KPIs to measure virtual events success and more….

How will experiential marketing evolve in a post Covid world?  Will events be virtual, hybrid or in-person? The answer to this question has very wide implications. Not only is the answer highly relevant to the US $325 billion a year event industry, but also to the media industry as live sports events ratings dropped by as much as 50% during the pandemic (e.g. a decline of 49% in NBA finals and 61% in NHL finals) as the absence or scarcity of fans in the stands may have dulled the excitement around watching events. (Sports betting operator DraftKings, who is a big sports ad spender, had to shift budgets out of TV as live sports has lost some of its allure).

Michael Goldstein Vice President – Head of Sponsorships, North America, Mastercard
Michael Goldstein, Vice President – Head of Sponsorships, North America, Mastercard

What do experiential brand marketers belonging to Portada’s knowledge-sharing system think about the mix of live and in-person events in a post-covid world?
“My thinking is as follows – you will definitely see more of a mix as the world returns to normal of virtual vs. in-person events relative to how things worked prior to Covid,” Michael Goldstein, VP and Head of sponsorships North America, at Mastercard tells Portada.
“Beforehand it was almost all in-person but we have learned that virtual events really do bring something to the table and consumers and customers like them.  In-person events will still be there and be a big focus, but it will be more of a mix between the two in my POV,” Goldstein adds.

You will definitely see more of a mix as the world returns to normal of virtual vs. in-person events relative to how things worked prior to Covid.

Another experiential brand marketer in the Portada network says that “Everybody is clamoring to go back to in-person, but virtual events will maintain an important role after the pandemic. Overall, we think the whole balance between sports events, consumer interactions and brands will change substantially and will be more based on digital communication than before COVID.  For now, lots of brands don’t want to overstep. No one wants to be the first one out there to be doing something unsafe. e.g. build a big stadium.”

Opportunities in VR and AR….

Experiential Marketing
Mike Tasevski, Vice President, Global Sponsorship at Scotiabank

Mike Tasevski, who manages global sponsorships at Scotiabank,  seems to agree: “We dont see affinity, engagement  and passion towards sports and soccer changing, it will always be there. What we do see is a continued shift in how people consume sports and soccer and how properties and brands interact with their fans. We need to continue to create new innovative ways to provide experiences and  see opportunities in virtual and augmented reality.”

We need to continue to create new innovative ways to provide experiences and see opportunities in virtual and augmented reality.
.

Tasevski, whose main responsibilities at Scotiabank include experiential  marketing, adds that he is using  “loyalty programs targeted on customer offers and growing benefits along with technology like virtual reality and augmented reality. When we look at virtual and augmented there is an opportunity from a revenue stream where you can purchase products branded products and so forth.”

Virtual Events are Here to Stay

For most experiential brand marketers consulted by Portada virtual events are here to stay. Virtual event attendees seem to agree: according to a just released survey by Eventbrite called 2020 “Inside Look Report” which analyzes more than one million global virtual experiences, “for the foreseeable future, virtual events are highly likely to remain both necessary and popular. Across the board, half of the respondents in the survey said they plan to attend both virtual and in-person events when it is safe to gather again.” Nearly one in five men (19%) went as far as to say that online events and social platforms have allowed them to forge social connections better than they would have made in real life.
“Perhaps the silver lining of this pandemic is that online events have the power to globally engage communities in new ways, helping creators bring people together from small town America to far reaching corners of the world,” says Julia Hartz, co-founder and CEO of Eventbrite. “That’s something to celebrate as we continue to work toward the safe return of in-person events,” she adds.

Half of the respondents, said they plan to attend both virtual and in-person events when it is safe to gather again.
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Experiential Marketing: KPIs to Measure Virtual Event Success

A key question in experiential marketing that has arisen during the COVID pandemic is how  key performance Indicators related to engagement, awareness and conversion should be measured at virtual events (vs. in-person events). Of course,  as Juhi Purswani Content Developer at Event Management Company Hubilo notes: “unless the audience feels engaged, your virtual conference is a big FAIL.”

The overall approach to virtual event KPIs,  according to event marketing experts in the Portada network, is to look at it across the full funnel from awareness down to trial. While awareness is always a primary metric and objective, savvy experiential marketers are equally interested in measuring the consideration and conversation aspects of the program or promotion.
Additionally, whereas awareness at in-person events was once measured by attendance figures, now it’s a matter of how long you are keeping them engaged and what actions the consumer is willing to take based on this experience.

We need to continue to create new innovative ways to provide experiences and  see opportunities in virtual and augmented reality.
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The measurement of conversion (e.g. product sales online and in-store) has also shifted with the preponderance of virtual events.  Metrics are no longer about the consumer on-site or at the event, but rather the actions they are re taking during or, in many more cases, before the experience.

 

International social media analytics firm Talkwalker and Hubspot asked 50 social media gurus, industry experts and PR professionals from around the world to define the trends that will shape the social media industry for 2021.

COVID-19 expedited issues, ideas and initiatives that were bubbling away, but may not have happened quite so soon without the crisis.

Social Trends 2021
Todd Grossman, CEO Americas Talkwalker

“While 2020 was a year that no one could have predicted, with mentions of COVID-19 going from near zero in November 2019 to more than 1.2 billion so far in 2020, COVID-19 was a catalyst not an outcome,” says Todd Grossman, CEO Americas Talkwalker.  “It expedited issues, ideas and initiatives that were bubbling away, but may not have happened quite so soon without the crisis.”

This year’s Social Media Trends report ranked trends to look for in 2021 as identified by experts and by the audience as consumers were surveyed to rate the trends and see how they are impacting brands at the ground level.  The number one trend identified was focused on the impact of socially conscious audiences.

In 2020, it was clear how this socially conscious generation had an impact on brands, politics and society as a whole.  Companies will have to engage more with topics like mental health, inclusivity and social justice or face becoming irrelevant and potentially obsolete in 2021.

Brands must understand their audiences to identify the issues that matter to them.

“Brands must understand their audiences to identify the issues that matter to them,” says Grossman.  “But before engaging publicly, brands need to be earnest, ensuring they are tackling the issue across the whole company.  And go full throttle – you have to be committed to your cause but also be aware of any backlash by monitoring sentiment and ensuring that you are striking the right tone with your messaging.”

One example of a company embracing social consciousness in 2020 is Nike, which has never been a brand to edge away from politics. Following the rise of the Black Lives Matter movement earlier in the year, Nike engaged with the topic quickly, drawing their line in the sand. This tweet quickly garnered attention.

With more than 7.8 million views and 326.5K engagement, the message resonated. Nike followed up with clear brand commitments, both financial and strategic, to support their employees, supply chain and communities. To date, #UntilWeAllWin has been mentioned 131K times, with 671K engagement. Their socially conscious strategy is making a difference with powerful messaging, like their You Can’t Stop Us campaign, already reaching nearly 58M views on YouTube alone.

Social Trends 2021Demonstrating commitment will matter more than ever when it comes to attracting (and retaining) employees, customers and other key stakeholders.

“Brands will have to find their place in public dialogue on social, particularly when it comes to social justice,” says Eva Taylor, Director of Social Strategy, Operations & CSR at Hootsuite. “However, words without action are meaningless: demonstrating commitment will matter more than ever when it comes to attracting (and retaining) employees, customers and other key stakeholders.”

Among the other social trends experts say to look for in 2021 and available in the full report are:

·          The Rise of Digital Disinformation

·          Social Media Giants Adapt to the New Normal

·          Old-School Marketing for a New Market

·          Social Gaming = Gaming Social

·          More Conversation(al) Marketing

·          Nostalgia Marketing

·          Memetic Media

·          The. Four Cs of COVID-19 Content

·          Remixing Is the New UGC

 

Cynthia Hudson, senior vice president and managing director of CNN en Español and Hispanic strategy for CNN/U.S., was recognized by the Association of Latino Professionals for America (ALPFA) as one of the 50 Most Powerful Latinas 2020.” On October 8th, ALPFA celebrated these women through an event titled “Most Powerful Latinas Women of ALPFA, Values Leadership with Purpose.” 

Cynthia Hudson
Cynthia Hudson with correspondent José Levy. (Photo via Twitter)

For the fourth year in a row, ALPFA is proud to honor fifty successful women who are navigating their business divisions, companies, and industries through these challenging times with a values mindset and a purpose focused on serving the community and the greater good.  

The list is made up of powerful Latina women that includes Jessica Alba, Jennifer López, Gloria Estefan, Sofía Vergara, Eva Longoria, and Rosario Dawson, among many others. This is an event that commemorates the positive influence of Latina women in the society and how their achievements contribute to a better world.  

This is an event that commemorates the positive influence of Latina women in the society and how their achievements contribute to a better world.

CNN en Español Network was also honored during THE FAXIES Awards 2020 virtual celebration by Cablefax. The FAXIES, an awards program in the b2b space, include Behind-The Screens Executives & Teams, marketing & PR campaigns and audience engagement experiences.

Proyecto Ser Humano Campaign

Proyecto Ser Humano (The Humanity Project) is an ongoing campaign that defines CNN en Español mission. The project focus on modern-day discrimination, how society is working to solve this violation of human rights, and how we can all combat the stereotypes and behaviors that lead to the indignities that are the hallmarks of discrimination.

The significant results of Proyecto Ser Humano’s participation in THE FAXIES was the following:

CONTENT MARKETING CAMPAIGN

1st Place: Proyecto Ser Humano (The Humanity Project)

CORPORATE SOCIAL RESPONSIBILITY

3rd Place: Proyecto Ser Humano (The Humanity Project)

INTEGRATED MARKETING CAMPAIGN – CSR

2nd Place: Proyecto Ser Humano (The Humanity Project)

PUBLIC AFFAIRS CAMPAIGN

3rd Place: Proyecto Ser Humano (The Humanity Project)

CORPORATE SOCIAL RESPONSIBILITY

3rd Place: Proyecto Ser Humano (The Humanity Project)