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What: Specialized insights and media partner Motivate has acquired insights-driven agency Immersive Youth.
Why it matters: The acquisition deepen Motivate’s s reach into new markets beyond Millennials and expands capabilities as Immersive Youth connects brands with tweens, teens, and young adults. Motivate, until a few years ago called EPMG, was predominantly a multicultural print media placement company. Over the past few years it has transitioned into increased digital and influencer marketing.

Motivate, a specialized insights and media partner targeting the  Multicultural, Youth and LGBTQ segments — announced the acquisition of Immersive Youth, an insights-driven agency that connects brands with tweens, teens, and young adults. The acquisition supports Motivate’s strategy for aggressive expansion into its targeted growth markets: Multicultural, Youth and LGBTQ.

By adding Immersive Youth’s expertise, and dynamic team and leadership, Motivate reinforces its culturally-focused service to world-class brands and agency partners. Post-acquisition, Immersive Youth will be rebranded as Motivate Youth.

Motivate’s acquisition of Immersive Youth will help the company to scale integrated capabilities further, transforming actionable insights into authentic, culturally-relevant media activations within the youth market.

“Gen Z is the most ethnically diverse generation in U.S. history, being 47 percent multicultural,” said Trevor Hansen, CEO of Motivate. “Bringing on Immersive Youth is in response to the demand from brands to reach the largest demographic group today. Immersive Youth’s approach to connecting brands with Gen Z is rooted in firsthand audience dialogue and analytic decisions that inform not only the strategies, but also the visuals, messaging and activation experience. The team’s rigorous insights-to-activation process comprises a set of guiding principles that are proven to drive results. We are excited about the possibilities that will arise from this union.”

Gen Z is the most ethnically diverse generation in U.S. history, being 47 percent multicultural.

Gregg Witt, Immersive Youth’s Chief Engagement Officer, said of the acquisition, “We wanted a partner that could help us take our youth marketing agency to the next level. The key consideration was that we share a focus on creating the authentic experiences that drive stand-out marketing performance across media channels. Motivate’s leadership in providing insights and media solutions to Fortune-500 companies, was the perfect fit. Additionally, it was important to us to join a company with similar values and attributes; Motivate’s culture perfectly supports the combination of drive and personality that defines Immersive’s mission.”

 

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Advertising agency Hill Holliday, whose clients include Dunkin’ Donuts, has spun off its media operations as Trilia, a stand-alone agency inside IPG’s Hill Holliday. According to Trilia Media president Cindy Stockwell, Trilia is a mashup of “true” and “real” to reflect how the company approaches every relationship with clients, with tech and content partners and with each other, Adweek reports. In a similar move to Hill Holliday with Trilia, LatinWorks last year spun off its media unit and called it  NTrigue. 

7-WKqr7k_400x4005d70e61cc7dfd9a2c6f74498c1cdb861_400x400“The open triangle reflects our belief that pricing transparency is absolutely critical to a solid relationship with our clients. If you look at the conversation in our industry in the last few months, we see a general lack of transparency that we think is bad for business,” Stockwell said.

When launching Trilia, the agency wanted to be able to invest in tools, technology and data sets to give  clients an edge in the marketplace. To do that, they needed to be in a position to create a revenue stream. After talking to key search consultants, who felt that media creativity was really lacking in the rush to data and low CPM, they realize clients were hungering for a partner that could provide both.

The industry is starting to recognize that there needs to be a true blurring of the lines between media and creative,”Stockwell added.

Because of its heritage as a full-service agency, Trilia naturally works that way. Media buys complemented by social programs that amplify the creative message are so much more effective at driving up time spent with that message. But the media team needs to understand the brand positioning, and needs to work very closely with their creative partners to make sure the message is actually amplified. Conversely, creatives should be using data to inform their campaigns.An example of which is the work Trilia does  with TJX and their creative partners around their holiday campaign. For the past five years, they have created social engagement programs as diverse as social influencer programs to a custom gift recommendation engine. The goal is to get on the target’s holiday shopping list by leveraging their social and technology behaviors to amplify the holiday campaign and share their experience within their social networks.

Stockwell assures Trilia has made a very conscious decision to tell its clients exactly what fees they are paying in the programmatic space.

“We can drive the overall CPM of the buy down by more than 25 percent—while driving up the time spent with our client’s message.” Stockwell said when she launched Trilia. By using data and consumer insights, and pairing paid media with social experiences, can drive those kinds of numbers for any client, at least on a portion of their budget.

 

Boutique agency, LatinSphere, headquartered in Long Beach, CA, will officially close at the end of August 2015 as the Founders have decided to pursue other opportunities.

LS Logo Redign-Horizontal-Hi res-120512Boutique agency, LatinSphere, headquartered in Long Beach, CA, will officially close at the end of August 2015 after 14 years of providing advertising and experiential marketing services, focused on, but not limited to, the Hispanic market, for an extensive list of clients such as: The Walt Disney Company, Disney Parks & Resorts, Disney Vacation Club, ESPN Deportes, U.S. Cellular, Verizon, Sears, Roebuck & Company, Orchard Supply Hardware, Care 1st Health Plan, XM Satellite Radio, Crayola, and Macerich Malls, as well as some regional clients, i.e. Long Beach Transit and The Irvine Company.

The Founders have decided to pursue other opportunities after the very demanding and equally rewarding task of running their company, while managing the Agency’s accounts hands-on throughout the years. Karla Lucia and Cristi Quesada-Costa successfully accomplished their goal of presiding over an Agency they passionately built to deliver exceptional work at a national level, while providing a unique working environment since 2001.

Lucia, born in Quito, Ecuador, is recognized as one of the leading forces of Multicultural Marketing, having spent 25 years dedicated to the study, growth and evolution of Hispanic marketing communications in America. “We had an incredible run, and I’m very proud of our accomplishments. I am excited to leverage the experience of having led an agency, where I worked with world-class talent, and developed programs for some of America’s largest and most iconic brands, to embark in various entrepreneurial endeavors, including providing more personalized consulting services to a select group of Clients and brands.”

descarga (1)Prior to opening LatinSphere, Karla spent a decade at Mendoza, Dillon & Asociados, a premier WPP Hispanic Agency in the 80’s and 90’s, where she held various account management positions, including Vice President of Client Services. Lucia’s ability to operate in a cross-functional role also contributed to the successful integration of multicultural strategies with leading Global Agencies such as Ogilvy & Mather, Wunderman and Y&R.

After leading successful initiatives for 14 years, the time is right for Quesada-Costa to pursue other projects she has a great passion for. In addition to some of these interests, she will also engage in select consulting opportunities. “My Agency career has come full circle, from heading the largest Advertising Account Team at WPP’s MD&A, to launching an Agency where I could create and produce cutting-edge advertising campaigns, websites, events and concerts. LatinSphere was my ‘baby’ for many years, and I am beyond proud of the award-winning projects we achieved with our incredibly talented Spheres. I also want to express my gratitude to our best-in-class Clients who contributed to us loving what we do, making our work days fun days, even when they were long days. I am energized about the future, and look forward to the next chapter in my career.”

In addition to leading LatinSphere’s Creative & Production Departments, to include unique long-format broadcast content, Cristi also directed all Celebrity/Talent assignments. She was the first Managing & Membership Director at the Latin Recording Academy during the launch of its 1st Annual Latin GRAMMY® Awards, following an 8-year tenure at MD&A. Originally from San Juan, Puerto Rico, Cristi joined the industry at Castor GS&B Advertising in 1991 after moving to L.A.

What: Latino agency InPulse Digital has moved its U.S. offices to Miami to better serve its growing roster of clients.
Why it matters: An increasing amount of Latin American oriented Advertising Agencies are growing their presence in Miami.

descarga (1)With the goal of establishing a presence in the capital of the Latin American entertainment business, InPulse Digital, one of Latin America’s most innovative digital marketing agencies, has moved its U.S. offices to Miami to better serve its growing roster of clients. From its new South Florida office,the agency will oversee strategy, sales and business development.

InPulse Digital was started in the U.S. in 2004 and originally focused its efforts on developing technology to serve the music industry, but soon expanded its capabilities to include content marketing, app development, and social media strategies across the entire entertainment field.

InPulse Digital specializes in the management of social media accounts for an array of popular Latino names, including Argentine actress Luisana Lopilato, Mexican singer Marco Antonio Solis, and international soccer star Rafa Marquez.In addition, the agency directs cutting-edge digital campaigns for global content creators like E! Online, Univision, Sony Music, Universal Music Group, and Viacom, as well as children’s brands like Mattel’s “Barney” and American Greetings’ “Strawberry Shortcake.”

In addition to its new Miami office, InPulse Digital operates offices in Uruguay, Argentina, Mexico and Brazil.

descarga (2)“We are thrilled to be up and running in Miami, the city that has become the undisputed capital of the Latin entertainment world, and we look forward to expanding our client base in the U.S.,” said Diego Prusky, founder and CEO of InPulse Digital.

“In keeping in sync with our growing U.S. Hispanic audience in the entertainment and sports worlds, Miami is the perfect place to expand our U.S. presence,” said Elisabeth Bohlmann, InPulse Digital’s EVP of Client Services.

The agency estimates that by the end of 2014, worldwide digital advertising spending will exceed US $137 billion dollars — 14.3% more than in 2013, which means a great potential in the digital realm

What: IPG Mediabrands will launch Rally, a social media agency,  in Latin America.  
Why it matters: With its own software and processesRally will bring solutions for social media across all platforms and technology to the region. It will roll out in Argentina, Chile, Colombia and Uruguay.

rallyIPG Mediabrands has announced the launch of Rally in Latin America, a social media agency.

Rally, the social media arm of Mediabrands Audience Platform (MAP) , was first established in Asia in 2011. But now it’s being rolled out in Latin American countries including Argentina, Chile, Colombia and Uruguay.

Rally will bring to the Latam advertising market a broad offering of solutions for social media across all platforms and technology, built with its own proprietary software and processes,  including mobile solution capabilities.
 

This includes content, design, campaign planning, and customer relations. In addition, its’ scope extends to analytics and insights for daily monitoring, strategic campaigns as well as world-class crisis management solutions.

Rally will be led by Lucia Parodi in Argentina, Alvaro Morales in Colombia, Natalia Neves in Uruguay and Walter Yenes in Chile; all planning specialists.

Pablo Rodriguez, President, World Markets, Latam at IPG Mediabrands said, “Rally’s unique selling point that sets it apart from its competitors is its focus on social media proprietary tools and its affiliation to a global agency network like Mediabrands.”

“Rally is the only social media agency that combines big data, technology, and content with an RTB solution. We fuse the social strength of Rally with the programmatic buying expertise of Cadreon to generate unsurpassed efficiencies and maximize investments for our clients,” said Marina Mendez, Regional Director, MAP, Latin America.

It currently has operations in nine countries across South East Asia, five offices in Northern Europe headquartered in Denmark, and five offices in Southern Europe headquartered in Portugal and Turkey. With more than 300 dedicated social media professionals, Rally manages over 50 blue-chip clients globally in more than 20 different languages.