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

descargaAvocados from Mexico (AFM) has announced it will advertise during next year’s 51st Super Bowl, for the third year running.In the upcoming ad for the 2017 spot the company will focus on the health and wellness message. Avocados From Mexico’s first Super Bowl spot, in 2015, showed a prehistoric, football-style draft of plants and animals, in which Mexico picked the avocado and draft commentary was handled by former NFL stars Doug Flutie and Jerry Rice. This year’s Super Bowl spot featured an alien tour guide in an exhibit of Earthly items including a Rubik’s cube and actor Scott Baio, culminating with “always in season” avocados from Mexico.Avocados From Mexico is again working with creative agency GSD&M, media agency Havas Media and Richards Lerma for social media and digital execution.

  • Honda

Honda and HGTV® announced that Honda is the exclusive automotive partner of the HGTV® Dream Home 2017 Giveaway, with a Honda Pilot Elite now part of the prize package along with a new home on St. Simons Island, Georgia and a cash prize of US$250,000. Entering its 21st year, HGTV’s popular Dream Home program annually awards one lucky family with a unique American home.The Honda Pilot will be integrated into this year’s HGTV Dream Home 2017 television special on January 1, 2017, including photography and video footage of the home. As the exclusive automotive sponsor, Honda will produce a 30-second custom vignette showcasing the Pilot and sparking consumers to enter the sweepstakes for their chance to win the HGTV Dream Home 2017 Giveaway.

To get detailed contact information about the decision makers behind these campaigns and access an annual subscription to the interactive database of more than 2,500 marketers targeting U.S. consumers, take advantage of the SPECIAL 50% OFF HOLIDAY OFFER. Please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription at the special offer price (offer expires Dec. 23!.)

  • Pfizer’s Nexium

descarga-1Pharmaceutical company Pfizer is said to have consolidated its agency roster by moving the Nexium marketing account to Grey after a review.The WPP shop currently handles several Pfizer brands including Advil, Robitussin, EmergenC and Advil Cold. All went into one of Grey’s five major “portfolio groups” when they were established last year.Pfizer will continue working with Publicis and Leo Burnett outside the U.S. In 2015, the company consolidated its media planning and buying assignments with Carat, part of the Dentsu Aegis Network.The company spent US$66 million promoting the Nexium brand in the United States in 2015 and US$27.8 million in the first half of this year.

 

  • Drexel

wuwqmf8w_400x400LevLane was named media agency of record for Drexel University following a two-month review. Creative duties remain in-house. The account is estimated at US$1.7 million.
 

 

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, take advantage of the SPECIAL 50% OFF HOLIDAY OFFER. Please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription at the special offer price (offer expires Dec. 23!.)

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Last year, Avocados from Mexico for the first time advertised in the Super bowl, the first ever fresh produce brand to do so. AFM has decided that it will be advertising again at next weekend’s Super Bowl. It will be present in CBS English-Broadcast but decided against doing so in ESPN Deportes, which has the Spanish-language Super Bowl rights. Ivonne Kinser, head of Digital Media and Strategy at AFM, tells Portada that the main reason behind not advertising in ESPN Deportes is because AFM’s Hispanic target, (the “Nueva Latina”) is bilingual and bicultural so “we are already talking to them with the English spot in the Anglo outlet.” A look at what AFM plans in connection with next weekend’s mega game.

1007092449_c6925da254_z“Our 2015 Super Bowl digital campaign was very successful. We were top #2 in the list of Super Bowl Second-Screen champions, in a list comprised of some of the savviest digital brands across several industries. This year, we are replicating our 2015 digital media strategy, but making it even stronger adding some new media partners,” says Kinser.

We are replicating our 2015 digital media strategy, but making it even stronger adding some new media partners.

AFM’s 2015 spot was a play on the company’s “Always There” campaign, highlighting the fact that come rain or shine, ski season or beach weather, avocados are available.
As for the 2016 digital strategy and execution, Kinser notes that “our new digital agency Richards Lerma joined the game this year with a very creative idea that will definitely make our brand stand out of the Game Day social clutter.
Audiences will be able to participate in a very engaging story. “We are putting #AvosInSpace and giving away a lot of great prizes along the ways to the users that help us throughout our journey, which is already featured in the website avosinspace.com and audiences can follow all the way through February 14th.”

Hispanic Specific Efforts

Regarding Hispanic specific marketing in relationship with AFM’s Super Bowl ad, Kinser notes that “We are engaging our group of 10,000 Hispanic Brand Ambassadors who will go out in social media spread our #AvosInSpace message across their networks. We are also leveraging our social media (Spanish) platforms to engage our Hispanic audiences with the story.

AFM works with social influencers including including IZEA, Mom It Forward, and ZEFR, Fit Men Cook, AKA, Kevin Curry among others.

Agencies that partner with AFM include Havas Media, including Arnold Worldwide, as AFM’s media agency for the general market. Inspire is Hispanic AOR agency and the digital AOR is Richards Lerma in Dallas.

CHECK OUT: Into Avocados from Mexico Digital Marketing: From ibeacon technology to Periscope and more.

AFM, Inc., the marketing group recently created to manage the advertising budget of the brand Avocados from Mexico, has appointed Ivonne Kinser as Head of Digital Strategy and completed a world-class marketing team. Kinser will report to AFM’s president Alvaro Luque.

IvonneKinser_PhotoAFM, Inc., the marketing group recently created to manage the US $47 million advertising budget of the brand Avocados from Mexico, has appointed Ivonne Kinser as Head of Digital Strategy. Kinser, who brings more than 15 years of digital marketing experience to the table, will report to AFM’s president Alvaro Luque – a CPG veteran. In her role as the Head of Digital Strategy, Kinser will oversee “all digital things” for all four business segments of the brand: general market, multicultural market, retail, and food service.

Previously, Kinser was the director of digital marketing at Haggar Clothing Co. She has also held key roles at some of the most respected advertising agencies in the region such as T:M Advertising (McCann Erickson), The Richards Group, and Richards/Lerma in Dallas, as well as top brands and Fortune 500 companies including American Airlines, The Home Depot, Unilever, HEB, and Metro PCS, among many others.

According to Kinser, who is returning to CPG (Consumer Packaged Goods) after several years in the apparel and retail categories, “CPG is a fun and very creative category. Being part of a well-grounded group that promotes innovation and embraces top-of-the-line technology makes it even more exciting. In addition, a product that holds a leadership position in its industry, with a 70 percent market share, and a marketing budget that grows steadily YOY, It’s definitely a dream combination.”

Kinser becomes the latest addition to what Luque refers to as an “A+ world-class marketing team,” which he has assembled within the past year. His team comprises a group of seasoned marketers coming from top brands within the category. The robust program of the Avocados from Mexico brand yields 1.5 billion media impressions and encompasses the development and launch of four new websites this year.