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What: Last week, Accenture Interactive launched a programmatic ad buying services unit. It will handle media planning, buying, and management. Consecuently, we talked to agency executives in the U.S. and Latin America to find out their perspective. The interviewees were: Juan Pablo Jurado, Bruno Lambertini, Alberto Pardo, Ana Ramos, John Santiago, and Vilma Vale-Brennan.
Why it matters: Some industry players have argued that Accenture’s move into programmatic ad buying represents a conflict of interest. That’s because Accenture carries out media audits of agencies.

Accenture Interactive, the digital area of the consultancy giant, has jumped into the agency territory with its new programmatic services offering. As a result, the Accenture Interactive Programmatic Services unit will include media planning, buying and management. According to Accenture Interactive, the aim is to help clients ‘take control and ownership of their data and technology. It will provide them with greater transparency. It will enable them to achieve greater business outcomes and regain trust.

According to Adweek’s interview with Scott Tieman, the global lead for the new Accenture Interactive unit, clients are looking to “in-house” their programmatic ad buying. That’s because they’re looking to take back control of their media capabilities. As a result, instead of managing an agency, the company is now deep in the world of media planning, activation, measurement, and optimization. These are territories it hadn’t worked in before.

For some agencies, this move is “a clear conflict of interest.” That’s because Accenture’s Media Management arm carries out media audits of agencies and runs pitches. Stephen Allan, global chief executive of MediaCom, called Accenture’s dual roles “troubling”, according to Campaign Live.

Accenture Defends Its Move Amidst Doubt

Accenture has insisted that it can avoid any conflict of interest and that it “would not provide auditing and programmatic services to the same client.” But the American Association of Advertising Agencies has said it will invite all agencies to take some time to reconsider participating in any review Accenture is conducting, and to really think if they will allow Accenture to audit their media. We talked to members of Portada’s Council of the Americas and Agency Star Committee. We also spoke with other guest interviewees to find out more about their perspective. As Ana Ramos, Publicis Media’s Marketing Director in Mexico points out, “big consultancy firms are moving into the media agency space is a sign of the strategic importance that advertising plays in business.” She said it’s crucial that we know where we’re standing as the industry moves.

At the Face of Change, the Winner Is the One that Moves Faster

Bruno Lambertini, member of Portada’s Council of the Americas

The business of advertising is changing at an unprecedented pace. As Bruno Lambertini, founder and CEO of Circus Marketing told Portada in a previous interview, we don’t even know where technology is taking us. According to him, the only way to successfully respond to these changes is to adapt. “The faster the structure and the more adapting speed you have, the better chance you’ll have to generate value in this new industry.”

They think they can get involved, but it’s complicated to start moving in the programmatic business. I don’t think they’ll be satisfied at all.
Vilma Vale-Brennan, member of Portada’s Agency Star Committee

For Vilma Vale-Brennan, General Manager of Vale Network, organizations will have to face the future with creativity. As she points out, “the entrance of Accenture and other consultancy firms like PwC, IBM and Deloitte bring a new dynamic to the always evolving advertising world.” Brennan says she can imagine their programmatic ad buying data and capabilities providing value to clients, “but lets not forget that advertising is not only data and placing media efficiently. With the advent of ad blocking, skipping, and the decline of TV ratings, advertisers need to go beyond TV ads and paid social to reach consumers.”

However, some agencies believe Accenture might not be ready for this new move.  Juan Pablo Jurado, CEO of Wunderman, Latam, believes that Accenture might be biting more than it can chew. “Accenture doesn’t have clear what it’s getting into,” he says. “The communication business is changing and it’s starting to mix with consulting, so that’s why they think they can get involved. But it’s complicated to start moving in the programmatic business. I don’t think they’ll be satisfied at all.”

When the Future Arrives, It’s Best to Bid it Welcome

“The same applies to programmatic: it’s one of the most transformative digital disciplines,” comments Publicis’ Ana Ramos. “A good approach to programmatic not only generates good communication results for advertisers. But it’s an unparalleled source of insights to optimize other media or even creative messaging and product.”

Networks could not move as quickly as technology and data demanded it, losing their strategic role and leaving room for new players like consultancies, independent agencies, and media themselves.

“In this new era of communication, there’s a complete reshaping of the value chain structure taking place,” asserts Bruno Lambertini. “Networks could not move as quickly as technology and data demanded it, losing their strategic role. That leaves room for new players like consultancies, independent agencies, and media themselves.”

“Programmatic is the first step towards machine learning and artificial intelligence. In this sense, Accenture’s making a great move which can pave the path to the world of future media centres,” adds Lambertini.

Accenture Shouldn’t Overlook Challenges Ahead; Neither Should Industries

Alberto Pardo, member of Portada’s Council of the Americas

One of the first challenges that agencies will face is the direct competition with consultancies and in-house teams. “Here there is an important transformation of the traditional media business,” comments Alberto Pardo, Founder & CEO of Adsmovil. “Where previously it was focused only on the agencies and now the agencies, in a certain way, are competing with the consultant’s companies and also with the in-house teams.”

Another challenge is the need for sensitivity and experience in the business. Add to that the ability for agencies to adapt. “Advertising still has an art to it and the creation of the right experience and messaging to the right audience is an expertise mastered by advertising agencies,” says Vilma Vale-Brennan. “The issue at hand is how fast agencies can implement their data and analytics models versus consultancies acquiring creative shops and integrating them into their ways of working.”

For Bruno Lambertini, Accenture still lacks the sensitivity of knowing how to build a brand from scratch. “Accenture is getting into the agency business, but agencies are getting into Accenture’s business. In this sense, the one who adopts the other’s capabilities first will be the winner.”

The 4A’s have a right to be concerned. Accenture should consider a firewall for clients who they are contractually doing auditing services for.
M8’s John Santiago

Agencies Express Concern Over Conflicts

The main concern for agencies is that Accenture could now use sensitive information in its programmatic ad buying for purposes that could pose a conflict of interest, as the 4A’s have affirmed. “It’s concerning when a company that has had, for years, access to sensitive advertising agency information in their role as advisor to brands, evolves to include themselves in the role of competitor and begin to offer those very same services,” points out John Santiago, CEO of M8.

“Since Accenture’s clients are asking them to assist with their programmatic media spend while providing an existing range of digital marketing services, I think it’s a natural progression for their business,” adds Alberto Pardo. “I do believe however that the 4A’s have a right to be concerned. Accenture should consider a firewall for clients who they are contractually doing auditing services for.”

Accenture Programmatic Ad Buying: What Should We Expect?

As our experts say, this move could be a good thing. As the industry evolves, new players could carve a path to a future. That future teaches us how to reach objectives in different ways. Vilma Vale-Brennan says, “At the end, advertisers will end up with a better solution to reach consumers and drive stagnant sales for most categories.” It has to do with a way of looking at things. Accenture could help agencies rethink priorities and reevaluate their own organization. “Accenture is welcome in Latam. It can help us add to the solutions agencies have in order to give more value to our clients,” adds Bruno Lambertini.

As it happened with many executives, Alberto Pardo isn’t surprised by Accenture’s move. “Accenture has a different relationship with customers than an agency does. So historically, they have done more focused on business strategy and in many cases have relationships with several people inside on the companies,” he said. “On the advertising side, they started doing consulting work for clients and the next step was naturally to get into the interesting world of the advertising and media business.” This means other consulting agencies could take a similar step.

Is it unfair for them to have had the proverbial ‘look under the hood’ of many agencies? Yes. Will it push agencies, who have the talent and creativity under their roofs, to deliver more value to brands? Also, Yes.

“The competition is healthy and welcomed. Is it unfair for them to have had the proverbial ‘look under the hood’ of many agencies? Yes. Will it push agencies, who have the talent and creativity under their roofs to deliver more value to brands? Also, yes,” declares John Santiago. “Finally, we are starting to see more and more bespoke agency solutions. And we’re seeing the re-aligning of creativity and media distribution. I think that will help. But the agency business needs to never stop looking for ways to add more value to the brands they serve.  I think there are bigger threats to the traditional agency business model than consultancies like Accenture.”

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

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

Jacqueline Bracamontes, an important figure of Latin American television, has signed a multi-project long-term deal with Telemundo to include hosting and her return to acting. She will host the new primetime sports and entertainment show “Viva el Mundial y Más”, and will be joined by Karim Mendiburu of “Titulares y Más.”

 

 

 

 

Veteran programming executive Suzanne Scott was named CEO of Fox News. She has been with Fox News since its launch in 1996, and now she will be the first female chief executive the unit has ever had.

 

 

 

 

 

Campbell Soup chief executive officer Denise Morrison is retiring from her role, which she’s held since 2011. Her retirement is effective immediately. Keith McLoughlin, a member of the company’s board since 2016, has been named interim chief executive.

 

 

 

 

AdMarketplace, the search advertising technology company, appointed Ariff Quli as its new Chief Revenue Officer (CRO). Quli brings extensive industry experience to adMarketplace’s sales and marketing teams and a proven track record of driving growth.

 

 

 

 

Kris Magel is leaving IPG Mediabrands’ Initiative for a role at Dentsu Aegis Network. Magel was shifted into the role of East Coast president over a year ago to handle accounts such as Merck, Dr Pepper Snapple Group, Arby’s and Papa John’s.

 

 

 

 

Arc Worldwide has named Elizabeth Harris chief strategy officer, North America. In her role, she will join the executive leadership team, reporting to Soche Picard, chief executive officer, Arc Worldwide North America.

 

 

 

 

Lisa De Bonis, one of the founding partners of Work Club, which was acquired by Havas in 2014, has left to take a managing director role at Accenture. She will focus on strategic accounts and on scaling Accenture Interactive’s creative futures offer.

 

 

 

 

Manny Ruiz, who founded Hispanicize Media Group, is stepping down to start a new business venture. “I am encouraged that the original Hispanicize partners will remain to scale the company in collaboration with our CEO Joe Uva, a very capable management team and a dedicated board of directors,” says Ruiz. “Although I will not be day to day at HMG, I am not fully leaving the company.”

 

 

 

Huge has announced seven new executive roles in the wake of co-founder Aaron Shapiro’s departure earlier this year. He stepped aside in March and appointed Michael Koziol as CEO. The new additions are (L to R): Gela Fridman, president, technology; Derek Fridman, chief design officer; Michael Horn, chief data officer; Holly Mason, president, Brooklyn; Jason Musante, chief creative officer; Alexandra Lutz, chief strategy officer; and Thomas Prommer, president, platform strategy.

What: Accenture has published a report on the new travel trends to keep an eye on as 2018 unfolds.
Why it matters: As the world changes and technology advances at an accelerated rate, travel-industry players need to be aware of the new customers’ needs and be ready for some fierce competition.

For the third consecutive year, Accenture has shared its report on the main themes that will become a trend in the travel industry as 2018 unfolds. Experts at Accenture Interactive for Travel have analyzed what’s next in the industry and, as it happened in previous years, they have found interesting and disrupting new trends to watch, which even if we could have expected, we surely need to be ready for. The key takeaways from the report further examined below, touch the foundations of travel: customers ask for improved experiences, brands need to declare their alliances in order to provide those experiences (without losing the human factor from sight), and we need to bear in mind that the world is changing.

Travel Experiences are Becoming Modular

The first trend explored by this year’s Accenture travel report speaks of how consumers have higher expectations than ever. As tools and resources get better, consumers don’t see why their travel experience couldn’t be as flexible as the world is. Airport lounges, hotel rooms…, they are stages of their trip, or as Accenture calls them, “modules” that help create a personalized experience. The challenge is that, as the concept of luxe evolves and adapts to each individual consumer, brands need to accommodate to personal expectations in order to provide a really satisfying travel experience.

The way to make it happen, according to the report, is using new technologies such as biometrics, which can help analyze customer’s sentiments: “Smart rooms, for example, detect the guests’ mood to provide the service they need in real time, not based on past data. And with virtual reality, a person can travel without leaving their room.”

Brands Have to Decide Whether to Become Allies or Enemies

“Travel has become a kind of battlefield where brands either attract or repel each other”, says Accenture. “They must identify which position they hold so they can define a strategy and survive the battle.” Consumer expectations, the new modular architecture, and the new trend of “superbrands” are three forces shaping a new travel ecosystem, similar to a magnetic field where brands need to “come together to meet the growing demands of travelers.” According to each brand’s strategies, firms can either get together or get ready for battle, but they should all keep in mind that the travelers should be the top priority and design a strategy according to today’s realities.

Travel Firms Need to Be Destination Management Companies

As the world goes increasingly crazier, travel-industry players need to adapt to the series of circumstances that play a part in the consumer’s minds when they prepare to choose a destination. Things like terrorism and tourism-phobia are factors that make it necessary for travel companies to recur to a new way of measuring destinations: the Traveler Risk Tolerance Index. To quote the report, “They would essentially become destination management companies (DMC), responding to tourists’ new need to become familiar with a variety of options, allowing them to make the best destination choice.” By interpreting the external factors travelers are concerned with, companies can actually earn the consumer’s trust.

When Quantifying Customers, Keep the Human Factor in Mind

Today’s obsession with measuring everything is leading to a tendency to transform customers into rough numbers. However, says Accenture, travelers’ expectations point clearly toward the human factor. As technology’s command over private lives increases, so does the need for transparency between brands and customers. The future is technological, but it should also be more human precisely for that reason. Thus, in using new technologies, brands are forced to fulfill the expectations that come with this use of technology. “We, as travelers, still demand love,” says Accenture. “Even if interactions happen via technology. Create tech with soul.”

To overcome 2018’s trends, Accenture summarizes what needs to be done:

  • Design an experience package based on relevant modules throughout the customer’s journey.
  • Look for alliances with other brands to win the battle.
  • Adapt to each traveler’s Risk Tolerance Index.
  • Don’t lose sight of the human factor when getting lost in all that data.

The world is changing, why shouldn’t we?

This is the fourth BRAZIL Corner: 280 Million Devices Are Ready for Online Videoedition of Portada’s new Brazil Corner feature. According to Accenture, in the past year alone, more than half of online users favored devices other than TV sets for video viewing. This is a trend that definitely is also taking place in Brazil.

By Carla Ponte with Luiz Duarte

The room is quiet. The only sound is coming from the screen on the bed, not the table or the wall. In the family room the TV is also off, but someone on the sofa is deeply involved by the drama on another screen in their hands. The bus is not comfortable at all, but with earphones plugged in the smartphone, someone is watching a TV series. If you have not incorporated these new habits into your lifestyle yet, you have probably been experimenting at least one of them one time or another. In the “Consumer Centric Era”, consumers are not only determining which content and when they want to watch it, but also on which screen.

The past four years show dramatic shifts in how consumers use devices to watch video content. As recently as 2014, the survey revealed that nearly two-thirds (65 %) of consumers preferred the TV set for viewing TV shows. In 2016 that percentage dropped to 55% and then suffered a steep decline over the past year, dropping to 23%. According to research by Accenture, more than four in ten online consumers said they would rather view TV shows on a laptop or desktop. And some thirteen percent said they prefer watching TV shows on their smartphones, compared with 10 percent last year. The survey involved approximately 26,000 consumers in 26 countries (*), including Brazil. Ages from respondents ranges from 14 – 55 and over.

44% of the 26,000 interviewed globally think that getting personalized advertising based on past online searches is useful.

 

An Unstoppable Move 

This new consumer is creating and engaging a new behavior that leads to new demands and new services. But this “connected lifestyle” also provides a precious tool to media companies. “This new consumer leaves a digital trail with an immense amount of personal data”, says Rubens Oliveira, Accenture Communications Media & Technology Executive Director. Products and Services like the OTTs invest a lot in how to use this data. They consider the kind of film you watch, how long you stay connected, how many times you access certain content. “It is a package of info collected through the digital trail each of us leave behind, which is used to keep suggesting new customized content to keep us hooked.”

According to the Accenture survey, this is what this new consumer wants. They are looking for new personalized interaction to enhance their overall video experience. For instance, 44% of the 26,000 interviewed globally think that getting personalized advertising based on past online searches is useful. And eight in each 10 consumers wish they received an authentic response from a customer service representative that didn’t feel standardized or automated.

Oliveira states that this is an unstoppable move. “For this new generation and for the ones to come, broadband is like electricity. For them, it is unacceptable to live without being connected.”

The Magnifying Glass on Brazil 

“Brazil follows this global trend as Brazilian consumers are submitted to the same international online products and devices, despite having less diversity and poorer wi-fi infra-structure”, explains Oliveira. Illustratively, Netflix and Spotify are already established in the country, while Amazon and Crackle are stepping up. Apps like HBO Play, among other online services provided by Pay TV companies in Brazil, are very similar to the ones offered abroad.

When it comes to Brazil, one trend in particular called his attention. “I use a lot of public transportation to get a sense of a market and it is amazing the number of Brazilians watching movies and other kinds of entertainment on smartphones.” Indeed, this behavior is multiplying, especially in cities like São Paulo, where commuting can take from two to three hours each day. Oliveira notes one more particularity among Brazilian consumers already detected by OTTs. “Recently, Netflix provided to clients in Brazil the download option and Amazon followed the same track. Due to the high prices of Internet connectivity in Brazil, users often download content using free wi-fi connection wherever possible. The download availability will probably accelerate the VOD consumption in Brazil and the use of more types of screens.”

This perception pointed by the Accenture survey is echoed in another recent research conducted by Professor Fernando Meirelles from FGV – Fundação Getúlio Vargas – a top institutional reference for Economical Studies in the country. According to his study, Brazil has 280 million mobile devices capable of online connections, including notebooks, tablets and smartphones. “It means that we already have 1.4 mobile devices per habitant”, says Professor Meirelles. “We are living in a moment of rupture yet to be understood on all fronts: business, personal and educational.  Why do young people prefer the small smartphone screen instead of the high-end TV screen just a couple of meters away? Maybe this new behavior and its consequences are going to be understood when we have native digital teachers.”

(*) Australia, Brazil, Canada, China, Czech Republic, France, Germany, Hungary, India, Ireland, Italy, Japan, Mexico, Netherlands, Poland, Romania, Saudi Arabia, Singapore, Slovakia, South Africa, Spain, Sweden, Turkey, United Arab Emirates, the United Kingdom and the United States.

CHECK OUT prior articles of BRAZIL CORNER:

Brazil Corner: How São Paulo Intends to Become a Center of Film Production
BRAZIL Corner:João Daniel Tikhomiroff – On the Intricacies of the Brazilian Audiovisual Market
João Daniel Tikhomiroff – On Branded Entertainment, New Financing Models and More (Part 2)

 

 

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

To subscribe to Portada’s Interactive Database of Marketers targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads LatAm editions, click here.

  • Accenture

descarga (1)Accenture has appointed IPG’s UM as its Global strategic media planning and buying partner, following a formal review. MEC was the incumbent agency.UM will work alongside Accenture’s creative shop TBWA Worldwide as well as its other partners to develop cohesive messaging. This will include developing targeted engagement strategies that bring the company’s “New. Applied. Now” insights and industry updates to key audiences.

 

  • Royal Enfield

descargaChennai based motorcycle manufacturer Royal Enfield  announced the opening of its second direct distribution subsidiary outside India. The company started direct operations in Brazil, the fourth biggest two wheeler market in the world.The company also launched its first flagship store in the heart of the Sao Paulo, Brazil. The newly-formed subsidiary – Royal Enfield Brazil – will be selling to dealers, as well as conduct all front-end development and support activities such as marketing and aftersales in the country.The brand also has strong presence in Colombia, another important two-wheeler market in Latin America.The subsidiary and its regional office in Sao Paulo, is will be managed by Claudio Giusti, Country Manager, Royal Enfield Brazil and will be responsible for handling its operation in the market, including sales, marketing, communication, warranty, and aftersales.

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • Copa Airlines 

descarga (3)Denver International Airport announced Copa Airlines will start offering direct flights between Denver and Panama in December. Flights will travel between Denver and Panama City four times a week: Monday, Wednesday, Friday and Saturday.From Panama, travelers will be able to connect to many more destinations in Central and Southern America.Flights on Copa Airlines offer several amenities that are becoming harder to find on American carriers, such as free meals and drinks (including wine and liquor) and two free checked bags.

 

  • Anheuser-Busch InBev

veza-surAnheuser-Busch InBev is adding another brand to its craft and import focused portfolio by launching Veza Sur Brewing Co. in Miami. The company described Veza Sur as a “Latin-American inspired craft beer brand,” and said it would also open a brewpub in the Wynwood Art District of Miami.Along with Burger, 10 Barrel Brewing co-founder Chris Cox and Bogota Beer Company founder Berny Silberwasser, were credited with helping to develop the brand. Anheuser-Busch owns both 10 Barrel Brewing and Bogota Beer Company.

 

  • Discovery – Costa Rica Theme Park

descarga (1)Discovery Communications, owner of Discovery Channel and Animal Planet, will build a US$400 million theme park in Costa Rica. Local investment firm Sun Latin America will be responsible for developing the 800-hectars (1,977-acre) project in the province of Guanacaste, a beach tourism destination some 225 kilometers (139.81 miles) north of the capital, the government said.The park, which will include hotels, eco-adventure activities, sports areas and restaurants, will generate some 2,000 jobs during its 2018-2020 construction, Costa Rican President Luis Guillermo Solís told a news conference.Discovery Communications and Sun Latin America did not provide details on their agreement.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

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

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Accenture

descarga (1)Accenture has appointed IPG’s UM as its Global strategic media planning and buying partner, following a formal review. MEC was the incumbent agency.UM will work alongside Accenture’s creative shop TBWA Worldwide as well as its other partners to develop cohesive messaging. This will include developing targeted engagement strategies that bring the company’s “New. Applied. Now” insights and industry updates to key audiences.

 

  • Dos Equis

descarga (2)This year, Cinco de Mayo finally falls on a Friday and Heineken’s Dos Equis is giving fans everywhere the tools they need to ignite their fiestas early. Dos Equis is challenging consumers 21+ to “Spice Up Your Cinco” and embrace the adventurous side of the holiday.On April 27, fans in New York City will experience this year’s hottest Cinco de Mayo Party as Dos Equis brings “Spice Up Your Cinco” to. Inspired by the bold colors, flavors and bustle of a Mexican street market, guests will be captivated by the sights, sounds, and tastes of a busy day spent at a market south of the border. To accentuate the brand’s “Stay Thirsty” mindset and to continue to encourage our drinkers to seek interesting experiences, Dos Equis is enlisting DJ Questlove to spin a fiery soundtrack for the night. Attendees will also have the chance to mingle with The Most Interesting Man in the World.Dos Equis is offering the chance to win daily prizes and a grand prize trip to Mexico, including an exclusive tour of the Dos Equis Brewery and vacation time in Cancun. The Most Interesting Man in the World is also featured in a new English and Spanish campaign-themed commercials slated to run today through May. The spot features The Most Interesting Man daringly eating ghost peppers with ease, as he goes head-to-head against his helpless challenger: “attending his Cinco de Mayo party, requires signing a release form.”

https://youtu.be/C_1aiMfproU

  • Tecate

mmmmTecate, the Mexican beer with bold flavor, announced the latest evolution of its successful multiyear “Born Bold” advertising campaign, featuring the addition of legendary actor, Sylvester Stallone.Debuting alongside Mexican fighter Canelo Alvarez, who reprises his role following last year’s “Flashy,” Stallone and Canelo will be placed in multiple scenarios throughout the two 30-second spots entitled “Beehive:BBQ” and “Belt:Tub,” with the screen icon and star fighter humorously challenging each other to be bolder. The two will be featured alongside Tecate’s Black Eagle, who continues his iconic role as the brand’s symbol of masculinity and connection to its bi-cultural Hispanic consumer.The commercials, created by Tecate and Nómades, will be part of a refreshed 37-week campaign, that debuted on national broadcast and online on April 20, with heavy promotion leading into Canelo’s first fight of 2017 with Julio Cesar Chavez Jr. on May 6th in Las Vegas. The campaign also includes PR, digital content across social channels, and OOH in the form of prize card point-of-sale materials at the retail level.

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription!.

  • Estrella Jalisco

nnnnnnnnOn April 30, Estrella Jalisco, a Mexican beer with more than 100 years of brewing tradition, is celebrating its Mexican heritage and pride in by bringing Lotería, a traditional Mexican game of chance, to Fiesta Broadway to attempt the GUINNESS WORLD RECORDS™ title for the Largest game of lotería. Fiesta Broadway, the largest Cinco de Mayo festival in the country, unites over 300,000 Angelenos in a celebration that includes musical performances, food, and fun—setting the perfect backdrop for a record-setting game of Loteria.Lotería – similar to “bingo” – utilizes pictures of traditional Mexican icons in place of numbered spaces to fill the board. The winner of the record-setting game will be celebrated by Estrella Jalisco in the true spirit of Fiesta Broadway.Estrella Jalisco will publish the Lotería cards drawn on its Facebook page by May 5. Consumers 21 and older can view the results of the lotería drawing, and learn more about the brand, by visiting the Estrella Jalisco Facebook page.

  • Johnny Rockets

Just in time for the longer days and spring festivities, international restaurant franchise Johnny Rockets is offering new limited time menu  that delivers fresh new flavor combinations at restaurants across the country.The new seasonal menu will surprise fans of the diner’s Stay Original classic quality dining experience by adding a new twist to select menu items, from burgers to starter appetizers.Founded in 1986, Johnny Rockets operates more than 400 franchise and corporate locations in 28 countries around the world.

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

Join us at PORTADA Mexico!

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

To subscribe to Portada’s Interactive Database of Marketers targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads LatAm editions, click here.

  • Cooper

copperCooper Tire de Mexico, a wholly-owned subsidiary of Cooper Tire & Rubber Company, has relocated its offices from El Salto, Mexico, to a new location in Guadalajara within the Los Arrayanes industrial park. The new 22,000-square-foot office spans two floors and houses the sales, marketing, customer service, logistics, and finance teams that serve Cooper’s customers throughout Latin America.Cooper Tire & Rubber Company is the parent company of a global family of companies that specializes in the design, manufacture, marketing and sale of passenger car, light truck, medium truck, motorcycle and racing tires. Cooper’s headquarters is in Findlay, Ohio, with manufacturing, sales, distribution, technical and design operations within its family of companies located in more than one dozen countries around the world.

  • Peugeot/Citroën

descarga (5)PSA Group, the owner of Peugeot and Citroën, has launched a global media review.to consolidate its media business into a single group for a more consistent marketing approach.Havas and OMD are the current incumbents for media planning and buying. Both agencies handle about ten markets each. Havas is in charge of France, Spain, Latin America and other markets. OMD oversees the UK, Germany and Italy.

 

 

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • Ascenty

descarga (7)Data center provider Ascenty has secured US$190 million in financing to help fund the building of five new data centers in Latin America—and to refinance existing debt.CEO Chris Torto said in a statement that he sees securing the five-year syndicated loan from ING, Itaú BBA, and two international banking institutions as a vote of confidence.Ascenty also reported on its website that the first unit in its 43,000-square foot site in Brazil’s capital city of São Paulo was successfully commissioned and has been operational since March 1. Called São Paulo 1, it is the company’s fifth Brazilian operation. The other four Brazilian data centers reside in Campinas, Jundiaí, Hortolândia and metropolitan Fortaleza.While Ascenty started out as a data center provider in Brazil, it is also building a new data center in Santiago, Chile, and is looking at other markets in Latin America like Mexico and Colombia.

  • Kimberly-Clark

imagesAccenture has been selected by Kimberly-Clark Latin America Operations (LAO) to help the consumer goods company increase profitable growth through effective trade promotion management.Accenture will develop a trade promotion management (TPM) template based on Accenture’s Trade Promotion Management platform to help improve trade spend effectiveness for the business in Latin American markets. Accenture will help Kimberly-Clark LAO deploy the new TPM template across Latin America to standardize its sales planning and execution in the region.As part of the program, Accenture is also providing Kimberly-Clark LAO with statistical modelling services designed to improve the accuracy of its forecasting and prediction of promotional activities. This will help enable Kimberly-Clark to accurately measure its impact on promotions and obtain a precise picture of the return on investment of their promoted products across its distribution network.This new project builds on the work that Accenture has carried out with Kimberly-Clark in China, where Accenture implemented the Accenture TPM platform to help successfully expand Kimberly-Clark footprint in that region.

  • Carlson Rezidor

descarga (8)Carlson Rezidor Hotel Group said it opened the most hotels since the Great Recession but experienced a marginal decline in revenue last year. The group, which is known for its Country Inns & Suites and Radisson brands, said it opened 77 hotels worldwide, the most since 2009, and signed 122 new properties last year. Currently, its portfolio includes 1,143 hotels and more than 180,000 rooms. However, revenue was US$7.2 billion in 2016, down from us$7.3 billion in 2015.In North and South America, Carlson had a record-breaking year for both signings and openings. There were 65 new properties added to the pipeline and 41 openings, a 28 percent increase over the year before. In Latin America, Radisson Blu opened three hotels.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

A summary of the most exciting recent news in sports 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

Fifa will be expanding the soccer World Cup from 32 to 48 national teams starting in 2026, soccer’s governing body decided yesterday in Zurich. A World Cup with 16 more teams would produce, by FIFA’s estimates, an additional US $1 billion in television, sponsorship and ticketing revenue. The decision has also been critiqued by observers as only financially driven.

Image result for Adidas Kris Bryant

 

Adidas extended  its sponsorship  of the National League MVP and Chicago Cubs’ all-star Kris Bryant.

Telemundo Deportes launched a six-month multiplatform promotional campaign for the kick-off of the FIFA Confederations Cup 2017 which will take place in Russia in June.

The NFL signed an agreement with social network Sina Weibo, to rebroadcast some of its regular season games.

Accenture became Golden State Warriors’ official technological innovation partner at the Chase Center.

Subscribe to Portada Sports Marketing Updates!

Image result for Atlanta United FC y el Minnesota United FCThe MLS will welcome two new teams on 2017. It has been confirmed that the Atlanta United FC and the Minnesota United FC will join the organisation next year. Also, Don Graber, MLS commissioner announced that two other franchises will be announcen further on in 2017, both will have to pay US $150.

LATIN AMERICAN MARKET

Uruguay and Argentina will join forces to make the offer to become the 2030 soccer World Cup’s venue. They also want to welcome 2023 basketball World Cup.

The South American Football Confederation presented its new image, which will be used during the Continental Tourney, starting its next edition.

Image result for Atlético de Madrid

Atletico de Madrid is focusing on a Mexican Expansion, where it is planning on bringing the team’s franchise. As part of its strategy, the team has bought an important part of the team  Chiapas’ Jaguares.

Copa Libertadores also presented a new image, as part of its strategy of a new CONMEBOL, more professional, sustainable and with higher quality.

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

 ::: Miguel Reca – Dentsu Aegis Network Group ::: Accenture – Leonardo Framil  ::: Morgan Lewis – Humberto Padilla Gonzalez , Felipe Alice ::: W + K San Pablo – Alexandre Ugadin ::: CNN International – Corinna Keller ::: Twitter – Leslie Berland :::

Click here for previous Latam Changing Places editions

Corinna KellerCNN International has hired Viacom’s Corinna Keller as its new vice president of advertising sales for the Americas, M&M global reports. In her new role, Keller will oversee the pan-regional ad business for CNN International, CNN en Español, CNN.com/international and CNNEspañol.com for Latin America, as well as US-based clients looking to target an international audience.Keller will de based in Miami and report to Petra Malenicka, senior vice President of advertising sales for Europe and the Americas at CNN International Commercial.Keller spent 16 years at Viacom.

descargaMiguel Reca has left Dentsu Aegis Network Group after almost 13 years in the company. Miguel joined Carat Argentina in 2003 and most recently was President of Amplifi Latin America. Dentsu Network Aegis Group, owns  agency brands like Carat, iProspect, Vizeum and Dentsu.

 

descarga (1)Accenture has appointed Leonardo Framil geographic unit managing director for Latin America and country managing director for Accenture in Brazil, effective Jan. 1. He succeeds Roger Ingold, who served in both positions since 2004. Mr. Framil most recently served as Senior Managing Director and Financial Services Lead for Brazil and Latin America at Accenture. In his new role, he has primary responsibility for supporting and developing Accenture’s business and operations in Brazil and across Latin America.

 

Morgan Lewis has promoted corporate transactional lawyers Humberto Padilla Gonzalez and Felipe Alice to partner, broadening the services the firm provides to clients with interests in Latin America. Both lawyers are resident in the firm’s Houston office.The new partners are part of Morgan Lewis’s Latin America group, which focuses on in-country transactions in Mexico and Central and South America.

Humberto_Padilla_GonzalezFurthermore, in addition to being admitted to practice in the United States, Mr. Padilla, who has been with the firm since 2008, is licensed in Mexico.

 

 

 

Felipe_AliceMr. Alice, a Morgan Lewis lawyer since 2011, is licensed in Brazil and qualified as a solicitor under English law.

 

 

 

AlexandreUgadin-GiovanniDraftFCB-798x312W + K San Pablo has appointed Alexandre Ugadin media director of the agency, according to Adlatina. Ugadin worked for FCB Brazil for the last 7 years, where he served as VP of media. Ugadin began his career in Globosat and worked for various agencies such as Talent, Y&R, Dentsu and Africa. He is currently director of communications at  Grupo de Medios San Pablo.

descarga (1)Twitter has hired American Express veteran Leslie Berland as its new global chief marketing officer,according to M&M global . Berland, former executive vice president for global advertising, marketing and digital partnerships at American Express, will join the company with the aim of restoring consumer perceptions.

What: Accenture has acquired independent Brazilian digital agency AD.Dialeto,strengthening its digital marketing services provided through Accenture Interactive, part of Accenture Digital.
Why it matters: Acquisition nearly doubles Accenture Interactive footprint in the Brazilian market and increases its ability to serve clients throughout Latin America.

2RT5DHBS_400x400Accenture has acquired independent Brazilian digital agency AD.Dialeto,to strengthen its digital marketing services provided through Accenture Interactive, part of Accenture Digital.

As part of the acquisition, Accenture will enhance its ability to serve clients in the growing Latin American market with digital marketing and commerce services that help maximize a return-on-investment (ROI) of their digital programs. Terms of the transaction were not disclosed.

Led by Leo Cid Ferreira and Philippe Jorge, AD.Dialeto is a recognized player in digital marketing and commerce in Brazil, with a focus on campaigns that drive measurable results. In 2014, the agency was named Best Digital Agency elected by the largest e-retailers in Brazil at the eAwards.The agency provides end-to-end marketing services across strategy, media planning, search, mobile and social, through to digital commerce.

“Brazil represents a huge and rapidly evolving market for many of our global clients and our mission was clear – to help them reach their target customers in this increasingly connected market,” said Brian Whipple, senior managing director, Accenture Interactive. “In today’s world, marketing demands accountability, and AD.Dialeto has developed a tested formula for marketing ROI and a keen focus on performance at the core of its DNA. With AD.Dialeto, we’ve found the right company that is strategically and culturally aligned to best position our clients for success, not only for Brazil but for the rapidly growing Latin American market.”

José Gonçalves, leader for Accenture Interactive in Latin America, added that, “The addition of AD.Dialeto to our ecosystem here will enhance our digital customer capabilities, providing a true customer journey transformation to our clients.” In the beginning of 2015, Accenture Interactive also launched the Brazilian operation of its design studio Fjord.

Sao Paulo-based AD.Dialeto has grown into one of the larger independent digital agencies in Brazil by headcount. The agency’s work is noted for its innovative strategies that generate results for a multi-national and local clients including B2W, Electrolux, Accor Hotels, Rossi Telhanorte and Serasa Experian.

Leo Cid Ferreira, president and chief executive officer of AD.Dialeto, added, “With Accenture we’ll be able to deliver performance-driven digital marketing and commerce services to an even broader set of clients, both nationally and across Latin America.”

Today’s news follows Accenture’s acquisition of Gapso, a Brazilian-based analytics company, last February. It’s part of Accenture Digital’s overall initiatives to strengthen its position in Brazil, and offer even more disruptive services to clients in Latin America.

 

bmw.webBMW has chosen the consulting firm Accenture to manage its digital marketing campaigns and the launching of its new web.

Accenture will be responsible for all aspects of the roll-out of BMW’s new custom-built web platform across 100 markets by 2014. The consulting also will be in charge of  the agencies involved, scoping digital requirements, training local contents managers and agencies on the new platform, coordinating testing and post go-live support.

Under a second agreement, Accenture will also be tasked with taking BMW’s centrally-created online marketing campaigns and tailoring the implementation and content distribution to local markets through country sites.

Accenture will be also responsable for the Content localization, social media channels, deployment to mobile versions of the site, CRM campaign support and training to BMW’s local market teams.