What: MLS and Liga Bancomer MX have reportedly discussed the possibility of a superleague, encompassing clubs in Canada, the U.S. and Mexico. Why it matters: The opportunities for partners in such a superleague would be enticing, with more than 50 combined markets across North America.
When The United Bid (@united2026), submitted together by the U.S., Canada and Mexico soccer federations, to host the 2026 FIFA World Cup (@FIFAWorldCup) proved successful, speculation grew that the partnership between the North American nations could be expanded into other areas to further grow the game on the continent. Now fans are wondering what a combined Major League Soccer (@MLS) and Liga Bancomer MX (@LIGABancomerMX) might look like, as reports out of last month’s Leaders Summit in the UK quote Liga MX President Enrique Bonilla as being open to further discussion.
“It’s a possibility, a North American league,” he said to reporters there. “We have to determine how and see the pros and cons, but I think that’s a way to grow and to compete again. “If we can make a World Cup then we can make a North American league or a North American cup. The main idea is that we have to grow together to compete. If not, there is only going to be the rich guys in Europe and the rest of the world.”
…[T]he combined North American entity for World Cup, the MLS-Liga MX superleague would represent a huge opportunity for multinational companies like Adidas and AT&T…
The Campeones Cup (@CampeonesCup), held in September between Toronto FC of MLS and Tigres UANL of Liga MX, can be seen as a direct manifestation of the same spirit of partnership that made The United Bid possible. Tigres won by a 301 count in Toronto, and while the building was half-full, the blueprint for future on-field matches of consequence was set.
“We think this opportunity with the World Cup in 2026 opens the door for us to make a lot of things different and better,” added Bonilla.
“We have been discussing with Liga MX additional ways we can collaborate on and off the field,” said MLS executive Dan Courtemanche at the same event. “We are excited about the future opportunities that exist between our two leagues.”
The Portada Brand-Sports Summit in Los Angeles on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.
So what would a combined North American professional soccer organization look like, beyond the Campeones Cup? Liga MX, which has been in existence for more than seven decades, is currently comprised of 18 teams across Mexico, and MLS, which began competition in 1996, comprises 20 U.S. and 3 Canadian sides. 41 clubs would seem to be an unwieldy number, but fans who follow college sports here know that “Power 5” schools, the largest NCAA programs, total more than 60 schools, each with huge fan bases over a diverse combined footprint.
For marketers, there may be some initial negotiation to be done with exclusive sponsors, at least until current deals expire, on both the MLS and Liga MX ends. But in the same way that partners will be working with CONCACAF (@Concacaf) and the combined North American entity for World Cup, the MLS-Liga MX superleague would represent a huge opportunity for multinational companies like Adidas (@adidas) and AT&T (@ATT), which have official partnerships with both leagues, and any of a dozen beverages, airlines and banks that could gain a foothold across the continent in one fell swoop. Not to mention what a Fox Sports, ESPN or NBC/Telemundo could do to attract broadcast advertisers for such a wide-ranging organization.
Some U.S. fans, their own squad not qualifying for World Cup, took to rooting for Mexico last summer. It would be in that spirit: a bold move, one which would have dozens of moving parts and would require concessions and copious amounts of cooperation and faith from both ends to make a reality. But sometimes the sum of the parts is greater than the whole; getting huge organizations, with layers of politics and red tape to fight through, to subscribe to that concept might be too big an obstacle to overcome. But fans of the superleague can always dream.
Pizza giant Papa John’s has awarded Havas Media its media business following a competitive pitch. Last Summer, Incumbent Interpublic’s Initiative resigned the account after former Papa John’s chairman John Schnatter´s racist comments.The company spent US$136 million on measured media in the U.S. last year, according to Kantar Media.
AT&T is “in the process of” consolidating its huge WarnerMedia media account with Hearts & Science, one of the three big media agencies under the Omnicom Media Group network, Mediapost has reported.This would include the recently acquired Time Warner properties, which AT&T has renamed WarnerMedia. The WarnerMedia group includes the Warner Bros. studio, the Turner cable TV networks and HBO, which spent over US$600 million, US$100 million and US$80 million respectively on measured media last year according to Kantar Media.H&S has handled the AT&T media assignment since 2016.
Mitsubishi Motors North America, Inc. announced a new Hispanic marketing campaign to support the brand’s 2019 crossover utility (CUV) family. The campaign entitled “United by Rhythm” utilizes the classic hit song “Piel Canela” by Bobby Capo to showcase the universal passion and emotion consumers of all ages have for music.Through music with timeless significance, Mitsubishi Motors taps into the passion points of the Hispanic community and highlights its lineup of vehicles ready to drive consumers through all stages of life. Honing in on the brand’s established CUVs, the spots highlight the Eclipse Cross, Outlander and Outlander Sport.The new campaign comes at a time when Mitsubishi is in the midst of a strong and robust commitment to the Hispanic community. Since 2014, Mitsubishi’s Hispanic TV investment has increased 103 percent with presence across top networks including Univision, Univision Deportes, Telemundo and Galavision. As of this year, the brand also expanded into social with the launch of the all-new 2018 Eclipse Cross and has already become one of the top performing audiences.The “United by Rhythm” campaign will take a 360-approach in terms of placement with advertisements running across top Spanish language television and radio stations including sports and daytime TV integrations. Additionally, the campaign will be featured on digital and social media in sports, music, entertainment and lifestyle environments.
Walmart is making another play for online shoppers with the acquisition of Bare Necessities, a leading e-comm retailer for intimates.Walmart says the move is part of its strategic effort to acquire category leaders with specialized expertise that can help enhance the customer experience on Walmart.com and Jet.com.Bare Necessities will continue to operate its website and will run as a standalone and complementary brand to Walmart’s other e-commerce sites, according to a statement from the company.The acquisition follows several recent efforts by Walmart.com to establish itself as a fashion destination.Bare Necessities was founded in 1998 and offers more than 100,000 SKUs from more than 160 brands, including an extensive assortment of bras, swimwear, shapewear and sleepwear.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.
Uber is said to be planning on entering the grocery delivery competition, a trend that has already been adopted by other retailers such as Kroger, Walmart and Target.With the success of the Uber Eats restaurant delivery business, Uber CEO Dara Khosrowshahi said the company plans to move into home grocery delivery. Grocery delivery is on the rise and is a trend that many food retailers are catching onto, particularly partnering with third party platforms, according to Abasto.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.
Oath has elevated Rose Tsou, head of Oath Asia Pacific, to head of international for the business to drive strategic growth for the company across Europe, the Middle East and Africa, Latin America and APAC.
Michael Nuzzo has been appointed senior vice president, executive creative director by United Entertainment Group (UEG). Nuzzo previously spent seven years at digital marketing agency 360i.
Former Televisa and Univision Chief Content officer, Isaac Lee has formed an ambitious new company called Exile Content and he has acquired Mexican production services company Redrum.
Publicis Media’s global Commerce Practice has appointed Amy Lanzi as its regional commerce lead in Americas. She joins from Omnicom’s retail marketing agency TPN.
Former White House communications officer, Hope Hicks, has been named executive vice president and chief communications officer at Fox. She will assume her new position after the Disney-Fox merger is complete next year.
Brian O’Kelley will step down from his role as chief executive of AppNexus to take on a role in an advisory capacity just months after the adtech business was acquired by AT&T.
A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.
Major League Soccer and Audi of America extended their multi-year partnership. With the highest percentage of the millennial audience of any major U.S. sport, the partnership enables Audi to combine its commitment to innovation and technology to engage fans, raise the profile of the game and reach the next generation of young buyers. As part of the agreement, Audi will remain the League’s Official Automotive Partner and the title sponsor of the Audi MLS Cup Playoffs.
Visa has announced its final results for the FIFA World Cup. The Official Payment Services Partner of FIFA reports that contactless payments accounted for 45% of all Visa purchases in the 11 host cities. Fans from Poland made the most of the contactless purchasing options in-stadium, making 74% of Visa transactions using contactless technology.
Univision Deportes announced that Univision Deportes Radio is now available nationwide onSiriusXM on channel 467. The lineup will offer “the best in live matches, original content and insightful commentary from a team of renowned sports journalists and analysts and bring more than 350 soccer matches annually to SiriusXM from UEFA Champions League, Europa League and National Team competitions, Liga MX, MLS, CONCACAF, the US Men’s National Team and others.”
Global sports agency MP & Silva has failed to meet payments to multiple rights holders, according to a report from Sports Business. The firm, which is owned by Chinese companies Everbright and Baofeng Group, has apparently defaulted on scheduled payments to England’s Premier League and the European Handball Federation, among others. The agency is also in arbitration with Fifa, over its advisory contract for rights to the 2018 and 2022 Fifa World Cups in Italy.
MLS team Chicago Fire have announced a multi-year partnership with telecommunications giant AT&T. The deal will see AT&T’s branding integrated through broadcast, digital, video, content and in-stadium exposure, as well as on-site activation at Fire-related events. The company will also present exclusive content and experiences to Fire fans, including a behind-the-scenes series and activations tied to competitive gaming.
Manchester City has announced their first esports-specific partnership, securing a deal with the gaming headset and audio accessory brand Turtle Beach. The contract sees Manchester City esports players using Turtle Beach’s line of professional gaming audio equipment, as well as other Turtle Beach gear and accessories.
Tom Glick, Chief Commercial Officer at City Football Club, will be a speaker in our upcoming Portada NY conference. Sign up here.
Turner Sportsdetailed plans for its upcoming coverage of theUEFA Champions League. On TV, Turner will televise 47 UEFA matches on TNT throughout the season. Meanwhile, B/R Live, Turner’s new premium live sports streaming service will offer fans live UEFA Champions League and UEFA Europa League action, with content branded B/R Football across all platforms.
Allstate InsuranceCompany will launch its first-ever Allstate All-America Soccer platform to honor the country’s rising high school soccer stars. In collaboration with MaxPreps, Allstate will identify the nation’s top high school soccer players in their junior year and award the “Allstate All-American” title to an elite group of 125 male and 125 female players. From the total 250 high school players, 40 males and 40 females will then be selected for the unique opportunity to compete in the inaugural Allstate All-America Cup that that will take place in summer 2019 in the city that hosts the Major League Soccer All-Star Game presented by Target.
A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.
AT&T Mexico has inked a deal to sponsor Liga MX football club Puebla FC. With this partnership, Puebla will include AT&T’s brand on the front of its shirts and, as main sponsor, its logo will also feature throughout the team’s Estadio Cuauhtemoc home ground. AT&T also sponsors Liga MX teams Monterrey and America.
Egnyte, a provider of secure content collaboration and compliant data protection, will provide its platform to the AS Roma football club. AS Roma is modernizing their infrastructure as they move to the cloud, creating secure collaboration across their entire organization. “Egnyte came in and transformed the way we approached collaboration across every department, from sales and marketing to operations and IT, making us more mobile and more efficient than we’ve ever been before,” stated Fabrizio Preti, Chief Technology Officer at AS Roma.
Heineken kicked-off its partnership with Italian Sportswear brand Kappa® for a limited edition,six-piece capsule collection. The 2018 #Heineken100 program commemorates and continues the conversation following the World Cup, by partnering two global iconic brands that share a rich heritage of supporting soccer style and culture.
Arsenal has hired former Candy Crush data expert Mikhail Zhilkin as a data scientist. He will focus on analyzing injury and related physical data, and putting together insights to be utilized as coaching tools.
Nexen Tire, a tire manufacturer and the Official Tour Partner of Manchester City Football Club (Manchester City), is officially sponsoring the ‘2018 International Champions Cup (ICC)’ in the United States for the second consecutive year. The 2018 ICC, which began on July 20, runs until August 11 across America, Europe and Singapore.
What: AT&T is negotiating the acquisition of advertising tech platform AppNexus. Why it matters: This would allow AT&T to compete with Facebook and Google, companies that are currently dominating the industry of digital advertising.
A few days after AT&T completed the acquisition of Time Warner at US $85 million, it has been announced that the telcom company is negotiating the purchase of AppNexus for what some sources are saying could be a sum larger than US $1.6 billion.
After acquiring AppNexus, AT&T would be able to monetize Time Warner contents through an advertising platform. Those contents include HBO, Warner Bros, CNN, etc. The deal is expected to close in the third quarter of 2018.
“Ad tech unites real-time analytics and technology with our premium TV and video content,” said Brian Lesser, CEO of the division at AT&T. “So, we went out and found the strongest player in the space. AppNexus has scale of infrastructure, advanced technology and diverse talent. The combination of AT&T advertising & analytics and AppNexus will help deliver a world-class advertising platform that provides brands and publishers a new and innovative way to reach consumers in the marketplace today.”
“Innovation is core to the heritage of both AT&T and AppNexus, and we have an exciting opportunity to chart the future course of advertising together,” said Brian O’Kelley, CEO, AppNexus, in a statement. “Combining AT&T’s incredible assets with our technology, we will help brands and marketers power new advertising experiences for consumers. It’s what the market is asking for, and together we’re poised to deliver it.”
Through advertising, carriers like AT&T can grow their revenues around the data that they already have about their connectivity customers. While AT&T is focused mainly on the US market, AppNexus will give it further reach into Asia-Pacific, Australia, Europe, and Latin America, where the company already owns Mexican carriers Iusacell, Nextel, and Unefón, as well as DirecTV Latin America.
What: AT&T obtained approval from the Department of Justice to acquire Time Warner for US $85 million after a six-week trial. Why it matters: This was the first time in four decades that the government directly intervened in a vertical merger, gaining the attention of corporations who feared a change in the course of the history of the media industry.
One of the biggest M&A decisions happened yesterday. A federal district court has allowed AT&T to acquire Time Warner, making the Trump administration’s Justice Department the loser in a high-profile legal case that will be taught in law schools for years to come.
On Tuesday June 12, in a D.C. courtroom packed with lawyers, journalists and investors, Judge Richard Leon ruled in favor of a deal that had been pending since October 2016 to go through with no conditions after years of negotiation, political uncertainty, and a six-week trial earlier this year. He declared: “The court has now spoken and the defendants have won.”
It’s the first time since 1970 that the Justice Department has sued to block a “vertical” merger, that is, the combination of two companies that do not directly compete with one another. Time Warner is a contentproducer while AT&T is a contentdistributor via its satellite services and mobile phone business.
The outcome was of interest not only to followers of AT&T and Time Warner; at stake was not only the deal that would bring together the telecom and content giants, but also a precedent for deals of a similar scale. It is a landmark for the entire industry, as companies like Disney, Fox, and Comcast waited to see how the case turned out before moving ahead with their own mega deals, and it signaled an unusual tack under president Donald Trump who says he promotes business and opposes regulation. As expected, barely 24 hours after the ruling, Comcast has announced a new bid for assets 21 Century Fox has agreed to sell to Disney. With US $35 a share in cash, the company is outbidding Disney by 19%.
The DOJ sued last year to block the merger based on the argument that prices for consumers would go up too much if the companies were allowed to merge, as AT&T could charge rival distributors more for Time Warner content. AT&T says they expect costs to consumers to go down since the point of owning content is to get widespread distribution, which brings in affiliate fees and advertising revenue and they point out that even if the government’s math is correct it would be a matter of cents more per subscriber per month.
Properties AT&T Will Own in the U.S. After Acquiring Time Warner
In the U.S, AT&T also has an ad sales unit with a particularly strong emphasis on addressable advertising. In time, Time Warner’s myriad of content channels can be offered to advertisers with additional targeting capabilities through AT&T’s detailed information on more than 156 million cell-phone subscribers in the U.S. This is of particular importance in the Hispanic market, which heavily over-indexes in cell phone usage. The following infographic (Time Warner on the top left corner) shows the major companies owning TV and entertainment properties:
A closer look at the list of companies, however, allows us to come up with a detailed list of properties that AT&T will use to survive in the increasingly competitive media landscape:
HBO and Cinemax, as part of Home Box Office Inc.
TBS, truTV, TNT, Studio T, and TCM, as part of Turner Entertainment Networks
Adult Swim and Cartoon Network, as part of the TBS, Inc. Animation, Young Adults & Kids Media (AYAKM) division
CNN and HLN, as part of CNN News Group,
CNN en Español
The websites Super Deluxe, Beme Inc., and CallToons
DC Entertainment; DC Films, including all of the “Batman” movies
Turner Broadcasting International, Turner Sports, including the website Bleacher Report and the rights to March Madness and NBA playoffs
The CW (50%)
Warner Bros. Animation
Fandango Media (30%)
Warner Bros. Consumer Products, Warner Bros. Digital Networks, Warner Bros. Theatre Ventures, Warner Bros. Pictures International, Warner Bros. Museum, Warner Bros. Studios, Burbank, Warner Bros. Studios, Leavesden, Warner Bros. Studio Tours, Warner Bros. Pictures, Warner Animation Group, Warner Bros. Family Entertainment
New Line Cinema
Turner Entertainment Co.
Castle Rock Entertainment
The Wolper Organization
Blue Ribbon Content
Warner Bros. Television, Warner Horizon Television, Warner Bros. Television Distribution, Warner Bros. Home Entertainment, Warner Bros. Interactive Entertainment
In addition, AT&T was already in control of the following:
Ameritech, Ameritech Cellular, Ameritech Interactive Media Services, Ameritech Publishing
Illinois Bell, Indiana Bell, International Bell Telephone Company, Michigan Bell, Nevada Bell, Ohio Bell, Wisconsin Bell
Pacific Bell, Pacific Bell Directory, Pacific Bell Wireless
QLT Consumer Lease Services
SBC Long Distance, SBC Telecom
Southwestern Bell, Southwestern Bell Internet Services, Southwestern Bell Mobile Systems, Southwestern Bell Yellow Pages
Unix System Laboratories
AT&T Could Win Big in Latin Markets After Acquiring Time Warner
AT&T’s big win in the U.S. could be paralleled in Latin America thanks to the popularity of properties owned both by AT&T and Time Warner. According to Market Realist, HBO and Cinemax generate a majority of their revenues in international markets through subscription to its OTT (over-the-top) services. In fiscal 2Q16, HBO’s revenues rose by double digits, indicating its popularity. After success in Mexico, the company launched HBO Now in Argentina, Spain, and Brazil.
AT&T in Latin America
AT&T has a significant footprint in Latin America since it acquired DirecTV. Time Warner’s acquisition by AT&T would result in combining Time Warner’s premium content with DirecTV’s pay-TV operations in Latin American markets, which could boost its pay-TV subscriber base. However, AT&T planned to launch an IPO for DirecTV Latin America in March. Even though the IPO was suspended in April, the company might reconsider it in order to pay down some of the debt it’ll acquire after the Time Warner acquisition.
With the acquisition, AT&T will have access to Time Warner-owned properties centered on Latin American audiences:
HBO Latin America
Cinemax Latin America
Turner Broadcasting System Latin America
TNT Latin America
Warner Bros Pictures International (Spain, Argentina, Brazil, Mexico)
In addition, AT&T owns Nextel, Iusacell, and Unefón in Mexico, as well as Univel in Argentina.
A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.
Pepsipresented their latest Pepsi Generations spot. It brings back Uncle Drew, played by NBA Celtics’ star Kyrie Irving, across different decades and celebrates the feature film, Uncle Drew. Content will hit the big screen for the first time on June 29. “Creating the Uncle Drew character with Pepsi and being a part of the creative process has been an incredible experience,” said Kyrie Irving.
The game is filled with stories of legends and how they were born. This is not that story. Watch the NEW trailer for #UncleDrew now and see it in theaters June 29! pic.twitter.com/mMP6KCtQQ9
ESLmade a deal with AT&T to sponsor a slate of mobile game tournaments in North America. AT&T will present a 5G demo at the ESL Arena at E3 and score a presence at upcoming events that include the Arena of Valor Pro League, ESL One New York in September, and IEM North America in November.
Combate Americashas named Jacqueline Hernandez, as Combate Americas President. She will be based in New York and will report to Campbell McLaren, CEO, and Founder of Combate Americas, overseeing the entire business apparatus and P&L of Combate Americas.
ESPN Deportes Radio, ESPN’s Spanish-language radio network in the U.S., will offer around-the-clock World Cup news, information, and updates throughout its programs. Reporters include Pedro Vita (Covering Panamá), Marden Devia (Colombia), Stephanie Chaverri (Costa Rica) and Miguel Álvarez (México).
FloSportslocked a deal to carry the Union Cycliste Internationale World Championships for Canadian viewers, along with the UCI Cyclocross World Cup and UCI Track World Cup. They will all stream live on FloBikes.com. Coverage of the UCI events started with the UCI BMX Supercross World Championships in Azerbaijan.
What: AT&T will file a registration statement for a U.S. IPO of shares in DirecTV Latin America. Why it matters: A stock offering for Vrio could bring in up to US $100 million in proceeds and help AT&T to pay down debt as it tries to close the acquisition of Time Warner.
AT&T has decided to file a registration statement for a U.S. initial public offering (IPO) of shares in DirecTV Latin America. Variety reported a stock offering for Vrio Corp., AT&T’s holding company for its Latin American digital entertainment services unit, could bring in up to US $100 million in proceeds. Vrio’s holdings include AT&T’s satellite businesses in South American and the Caribbean, and its assets have been valued at more than US $10 billion.
AT&T is looking at the IPO and potential spinoff to pay down debt as it aims to close the acquisition of Time Warner, which analysts say will push the telco’s debt load to more than US $180 billion.
By the end of 2017, DirecTV Latin America had about 13.6 million subscribers in South America and the Caribbean. AT&T cited relatively low penetration of broadband in South America and lower internet-access speeds as limiting Vrio’s exposure to competitive threats of OTT streaming video services.
AT&T would retain majority voting control of Vrio post-IPO. The telco plans to request for a ruling from the IRS that would let AT&T pursue a tax-free spin-off of its remaining interest in common stock following the IPO. However, there’s no guarantee the IRS will grant such a ruling or even that AT&T will decide to proceed with a spinoff of Vrio.
Vrio’s businesses operate in eight South American countries and three Caribbean countries: Brazil, under the Sky brand; and, under the DirecTV brand, in Barbados, Colombia, Curaçao, Ecuador, Trinidad and Tobago, Venezuela, Argentina, Chile, Peru, and Uruguay.
Goldman Sachs, J.P. Morgan Securities, Citigroup and Morgan Stanley will act as the joint book-running managers for the IPO.
What: Portada talked to Vince Torres, Senior VP, Marketing at AT&T, about the company’s new “Giving you More For Your ‘Gotta Get The Best Deal’ Thing” Campaign. Why it matters: AT&T is offering new deals specifically tailored for the three biggest U.S. cities, which are also the cities with the highest Hispanic populations: New York, Chicago, and Los Angeles.
Last week, AT&Tannounced a new campaign with promos specifically designed for consumers in New York, Chicago and Los Angeles, the three cities with highest concentrations of Hispanic population. The “Gotta Get the Best Deal” campaign is about giving costumers “their thing” and “bring them closer to the thing [they] crave the most”, said Vince Torres, Senior VP, Marketing, whom Portada interviewed to find out more.
Portada: What motivates AT&T’s “Gotta Get the Best Deal” Thing campaign? How did the company notice the need to address the three of the biggest Hispanic markets in the U.S.?
Vince Torres: “Customers. This is about giving you more of what you already want and do. We have a rich history of offering products and services tailored to meet the needs of the Hispanic market, but this segment’s influence in the U.S. culture and community, as well as their buying power, is more apparent now than ever.
We conducted focus groups across some of the nation’s largest cities —New York City, Chicago and Los Angeles— and tailored these offers based on insights we found. What we learn here will allow us to assess future opportunities to bring integrated benefits to more customers in additional parts of the country.”
Portada: AT&T claims to give its users “their thing”, does the company have anything planned in terms of personalization? How is AT&T ensuring consumers really feel unique in the eyes of the company?
V.T.: “We’re continuously listening to our customers’ feedback and thinking about making each experience personalized and tailored to their “thing.” One way we do this is offering multiple ways and plans customers can choose to connect to rewards programs likeAT&T THANKS, where we continue the conversation long after a purchase is made. Through programs like AT&T THANKS, we’re providing tailored offers to local restaurants, exclusive tickets to movies and sporting events, and access to events.”
We’re continuously listening to out customer’s feedback and thinking about making each experience personalized and tailored to their “thing”.
“On top of that, we are the only carrier with more than 700 bilingual stores. But it is more than just about being bilingual, it’s about meeting our customers where they are and providing what they need right there in store; like explanations of their bills on the spot and friendly staff with whom they can relate. And then we provide a touch of what customers want, like a mix of soft rock, merengue, bachata and salsa to set off their experience in store. We’ve been doing this since 2005.”
Portada: What’s your strategy for getting consumers more engaged with AT&T and its new offer? How do you plan to measure response?
V.T.: “On March 1 we kicked off the local offers, but it was also the start of a longer-term effort to engage with customers where they are. Over the next several months you’ll see us out in each of the markets elevating awareness around AT&T and what we offer, both through programs like AT&T THANKS and hands-on helping communities. We’re measuring the success of this effort through direct customer feedback, and of course, sales will play a role.”
Portada: Which platforms/media is AT&T betting on to reach Hispanic consumers?
V.T.: “We’re using a variety of methods to engage with our local communities. We’re starting by meeting people in their neighborhoods— we have several activations planned for local barbershops and nail salons. We also want to get them to come see us too, with food trucks and special activities at some of our stores throughout the New York, Chicago and Los Angeles areas.”
Portada: Is AT&T primarily focused on reaching Hispanics? How is the target of this new campaign/offer composed?
V.T.: “Our latest offers are available to everyone in each market, but we are increasingly focused on sparking a conversation with millennials who are largely multicultural.”
Portada: Without pointing to anyone in particular, what would you say are the most important mistakes Telecom firms have made when addressing Hispanic audiences?
V.T.: “Telcos, and frankly many established companies, spend years building out a product to achieve scale, but where success can really be achieved is by going small. We’ve taken a creative approach in these three markets to use our existing products and services and really target them hyper-locally based on what customers in these areas want.”
Success can really be achieved by going small.
“Additionally, we understand that communicating with the Hispanic audience means more than just putting out in-language materials. Even the Hispanic makeup in the three markets we’ve chosen for the limited-time offer differ widely. This is why we listened to their input to inform how we both integrate the services we’re offering and amplify our local presence.”
Portada: In a world that is increasingly interconnected, in which markets grow and become more competitive, how does AT&T plan to stay on top in the future?
V.T.: “We are starting with the three biggest U.S. metropolitan areas. All three cities are filled with diverse populations that all have a lot of buying power. Based on the success of these three offers we can then replicate them for other markets across the country. It’s all about giving our customers more for their thing.”
Portada: What would you say are the key things to know in order to plan a successful go-to-market campaign?
V.T.: “First you should get to know your audience, how they spend their money and what they’re looking for in the future. Once you know that you can design an offer they’ll use and ultimately rave about to their friends and family. And this becomes a continuous cycle where you’re always listening for feedback and enhancing your offer to keep up with changing needs and demands.”
What:Sprint and T-Mobile continue to drop hints that they will indeed merge, with the latest rumors asserting that T-Mobile majority owner Deutsche Telekom would be the primary owner of the new company, with Sprint’s SoftBank Group Corp controlling 40 to 50 percent. Why It Matters: Aside from reshaping the mobile landscape through combining two of its largest players, how would the merger affect major (and minor) carriers’ ongoing battle for the loyalty of Hispanic consumers?
Rumors about a possible merger between third-largest US wireless carrier T-Mobile and fourth-largest Sprint have intensified as unnamed sources come out to drop hints about how the deal would look.
On Friday, Reuters cited unnamed sources that claimed that while T-Mobile majority owner Deutsche Telekom would be the primary owner of the new company, SoftBank Group Corp, which controls Sprint, would come out with 40 to 50 percent ownership.
A brand shaped by its focus on innovation and offering new kinds of value through mobile technology, T-Mobile has been targeted for merger deals by both Verizon and AT&T, the first and second-largest carriers in the country, in the past. With its focus on offering flexible, low-cost plans that appeal to Hispanics, Sprint could offer T-Mobile a deeper reach into this key growth market while the new company chips away at Verizon’s pricing advantage.
For Mobile Carriers, Hispanics Are Key to Growth
The numbers don’t lie: According to Nielsen, there are 56 million Hispanics (and counting) in the United States, and 72% of them own a smartphone (10 percent higher than the national average).
And so it is no surprise that both T-Mobile and Sprint have made Hispanic marketing a priority in their own way. According to Ad Age, as recently as 2013, T-Mobile ranked seventh among the top 10 advertisers to Hispanics, with $98.7 million spent on Hispanic marketing alone in 2013 compared to Sprint, which came in at #18 on the list spending $68.6 million.
But when Bolivian Marcelo Claure took over as CEO of Sprint in 2014, things began to change. It started with him starring in a Spanish-language Sprint commercial on Univision during the Latin Grammys broadcast that November that opened with him saying “Hola, soy Marcelo Claure.”
From there, Claure went on a hiring spree to create a team capable of leading Sprint’s battle for the Hispanic market. He started by hiring Manuel Campos, the T-Mobile account director at Hispanic agency Conill, as Hispanic marketing director for the company, and a few months later, Claure hired current marketing chief, Spaniard Roger Solé, who came to Sprint from TIM Brasil, Telecom Italia’s mobile operator in Brazil, where he was CMO.
Sprint’s Hispanic marketing strategy was to give the demographic an option that was built for their preferences and behavior: For just $100 a month, a Sprint family plan included 20 gigabytes of data. Sprint’s Boost Mobile division also released rate packages custom-designed for Hispanics: one combined calling and unlimited messaging from the U.S. to Cuba and was offered exclusively at Boost Mobile dealers in the Miami area.
In the meantime, T-Mobile launched Univision Mobile, which offered customers monthly plans that include 100 minutes of international calling to countries in Latin America and unlimited text messaging to phone numbers in more than 200 countries around the world. The service has since been absorbed into the Ultra Mobile service but was the first in a number of ambitious moves by the brand to capture this key demographic.
Merger Will ‘Coalesce Their Hispanic Efforts’
Tru Multicultural’s founder and CEO Yousef Kattan, whose past clients include T-Mobile, added that the mere amount of data they will be combining will “create an environment of intelligence” that will allow the combined company to be “smarter, efficient and ultimately more effective will be sizable.”
We’ve seen AT&T and Verizon be very aggressive in the tech environment and I would imagine this merger would allow TMO and Sprint to play in a very similar space.
“We’ve seen AT&T and Verizon be very aggressive in the tech environment and I would imagine this merger would allow TMO and Sprint to play in a very similar space,” Kattan added.
Mario Carrasco, Co-Founder and Principal of ThinkNow Research, highlighted that “Sprint has been focusing on targeting the Hispanic market seriously since 2015,” and that “their main rival in this space has been T-Mobile.” As the Hispanic demographic has been key to their battle for the third spot, Carrasco asserted that their unique strengths will complement each other with regard to Multicultural. “This merger will coalesce their Hispanic efforts by combining Sprint’s low-cost plans with T-Mobile’s branding will lead to a more effective Hispanic targeting effort overall,” Carrasco said.
Merger Will Make Space for Minor Carriers, Unconventional Services Popular Among Hispanics
One of the biggest questions surrounding the merger is how reducing the number of major carriers will affect the mobile landscape. With regard to the Hispanic market, experts seem to agree that the merger would create a unique window of opportunity for prepay segment, minor carriers, and unconventional mobile services, all of which are popular among Hispanic consumers.
Carrasco of ThinkNow predicted an increase in the adoption of simple mobile and TracFone, options that are particularly appealing to the Hispanic market. “Adoption of Wi-Fi phones is increasing, and unconventional services such as Google Fi will begin to take more of the market share,” Carrasco said.
Kattan added that prepay will likely continue to evolve and become a focus for major carriers trying to reach growing numbers of Multicultural consumers who prefer non-traditional mobile plans. “This merger will definitely give them a tight hold on the prepay segment and could create an environment where their focus in prepay is wholly focused on growing and owning multicultural targets, specifically Hispanic,” Kattan said.
This merger will definitely give them a tight hold on the prepay segment and could create an environment where their focus in prepay is wholly focused on growing and owning multicultural targets, specifically Hispanic.
Carrasco echoed that sentiment: “I believe these nontraditional services and carriers have more appeal to Hispanics who tend to adopt emerging technologies at a faster rate than the general population.”
With so few major carriers in the event that the merger occurs and is approved by US regulatory bodies, data and pricing wars would intensify as the “big three would fight even harder for these gross adds,” Kattan said. “Device offers will also get more competitive to help entice consumers to leave their current carriers.”
In the End, T-Mobile and Sprint ‘Are Going After Very Similar Segments’
Aligning the strategies of two large and complex operations with unique branding and identities like T-Mobile and Sprint is never a simple endeavor. “Coming out of the merger with a new set of core values will be critical in aligning their marketing efforts overall and with the Hispanic market,” Carrasco said.
Coming out of the merger with a new set of core values will be critical in aligning their marketing efforts overall and with the Hispanic market.
But their core values may be more aligned than we think. “Both T-Mobile and Sprint and their prepay services MetroPCS and Boost respectfully are going after very similar segments that value price first, but don’t want to sacrifice quality and flexibility,” Kattan explained. Aligning Verizon and T-Mobile’s core values? That would be more complicated, Kattan admitted.
In the end, both brands have unique advantages that should serve each other well as they grow. T-Mobile is a “game changer and innovator in the space; a brand truly built around the consumers’ needs that can provide value,” Kattan said. On the other hand, Kattan pointed to price, devices, and distribution as Sprint’s key claims.
If the deal goes through, an already evolving mobile market will be shaken up yet again, and Hispanic consumers will be key as carriers build strategies to adapt to the demographic’s quick adoption of new, alternative mobile technology and preference for flexible, price-conscious mobile plans.
Hilton is committed to expand in Latin America. The hotel chain has grown its porfolio surpassing 100 hotels in the region. During the 12 months ended June 30, 2017, Hilton signed approximately 30 new deals, maintaining a robust pipeline of more than 70 properties in Latin America; and opened 15 new hotels, including six, which debuted this year in Brazil, Mexico and Uruguay. As one of the top tourist destinations in the region, Argentina remains a key market for the company. Hilton currently has three hotels open, including Hilton Buenos Aires, Hilton Garden Inn Tucuman and Anselmo Buenos Aires, Curio Collection by Hilton. Across the region, approximately 60 percent of Hilton’s projects are driven by focused-service brands, such as Hilton Garden Inn and Hampton by Hilton. The company’s current portfolio in Latin America includes nine brands, while its expansion plans in the region span seven of the company’s existing brands: Conrad Hotels & Resorts, Curio Collection by Hilton, Hilton Hotels & Resorts, DoubleTree by Hilton, Homewood Suites by Hilton, Hilton Garden Inn and Hampton by Hilton. Hilton maintains a strong pipeline of more than 70 projects and 11,300 rooms across Argentina, Belize, Brazil, Chile, Colombia, Costa Rica, Ecuador, Guatemala, Honduras, Mexico, Panama, Paraguay and Peru. By the end of 2017, Hilton is planning to open approximately 20 hotels, including the six already added to the portfolio this year.
AT&T is said to be considering selling its’ Latam assets, according to reports. Specifically, it will be sellling the Latin American pay TV arm of its business in an attempt to reduce debt. . The sale, if it goes ahead, could be worth anywhere in the region of US$8 billion. AT&T may decide to sell its Latin American operations which include satellite and cable television services in Brazil, Colombia, Venezuela, Argentina but has made it clear that no matter what happens it will retain its assets in Mexico, where it has already invested in wireless services, beginning with its acquisition of DirecTV in 2015. As of the second quarter of 2017, AT&T has roughly 13 million subscribers in the Latam region, excluding Mexico. The company generated US$1.4 billion in revenue in the region.
Havas Group Colombia
As part of its 20th anniversary in Colombia, multinational Havas Group announced during the celebration event a series of initiatives that it will be implementing in the coming months. According to Ignacio Iglesias, CEO & Country Manager Havas Colombia & Central Latam (Colombia, Ecuador and Venezuela), the group will enter the Colombian market with a model that radically changed media planning and buying by carrying out various initiatives with the different industry ‘actors’ like companies, universities and executives, to help growing communications in Colombia. Havas Group opened its offices in Colombia under the name MPG (Media Planning Group) with 17 employees. To date, Havas Group has a team of more than 350 people and is planning creative, traditional & digital media planning and buying solutions based on innovation and intelligent use of data.
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 email@example.com to activate your subscription.
Holding company WPP has combined five of its brand consultancies and design agencies — Brand Union, The Partners, Lambie-Nairn, Addison Group and VBAT — to form one large global brand agency that will launch in January 2018. The new agency, which does not have a name yet, will have a combined staff of 750 people in over 20 countries, with client billings of more than US$100 million worldwide. The entity will be led by Jim Prior as global CEO and Simon Bolton as executive chairman. Back in June, WPP announced it was combining MEC and Maxus into a new entity called Wavemaker. On the same month, Mindshare absorbed Ogilvy’s Neo and in July, the holding company merged Possible into Wunderman.
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.
After presenting the”Expresa tu Pasion” campaign before Portada’s award jury, and defending its marketing strategy, AT&T/The Marketing Arm was named the winner of the Golazo Awards, and winner of the Golazo People’s Choice Award.
During Portada’s Sports Marketing Forum at the Yotel hotel in New York, Inter Milan/Gravity, Audi/FC Bayern Munich, and AT& T/The Marketing Arm defended their campaigns before a panel of three sports marketing experts, in a bid to become the winner of Portada’s Golazo Awards.
The jury included Dan Donnelly, EVP, Managing Director, Publicis Media Sports; Nick Kelly, Senior Director, Sports Marketing, Anheuser-Busch; and Michael Neuman, EVP, Managing Partner, Scout Sports, and Entertainment.
After listening to each of the finalists’ presentations, the jurors questioned the representatives of each campaign in search of the best answers.
All three programs were very memorable, and they all had a very compelling and unique objective. But the one we felt was more complete and felt true to the objectives was AT&T.
The jury exchanged ideas and deliberated for a few minutes, then unanimously decided that the winner of the Golazo Awards is AT&T/The Marketing Arm.
“All three programs were very memorable, and they all had a very compelling and unique objective. But the one we felt was more complete and felt true to the objectives was AT&T”, explained judge Michael Neuman.
“When you truly deliver something that resonates with the consumer based on his believes and also connects with the brand and consumer in a meaningful way it really pays out,” said Marcelo Salinas, Account Director The Marketing Arm.
When you truly deliver something that resonates with the consumer based on his believes and also connects with the brand and consumer in a meaningful way it really pays out.
In addition, on Wednesday, September 6, Portada opened the voting on its website for people to choose their favorite campaign. We shared the campaign videos of each of the three finalists through our social networks, inviting readers and followers to participate in the vote.
With more than 400 votes, AT&T and The Marketing Arm were crowned the winner of the People’s Choice Award.
With more than 400 votes, AT&T and The Marketing Arm were crowned the winner of the People’s Choice Award.
These were the campaign finalists and their on-stage representatives:
AT&T/MNT/The Marketing Arm Presented by: Marcelo Salinas, Account Director The Marketing Arm, and Tricia Bean, Lead Marketing Manager Hispanic Sponsorships and TV Content, AT&T Description: In efforts to connect with Hispanic Millennials, The Marketing Arm (TMA) launched the Expresa Tu Pasión soccer campaign, a collaboration between AT&T and the Mexican National Soccer Team (MNT). This campaign engaged Hispanic Millennials, both socially and in the real world through exclusive experiences and activations.
“My Inter Jersey” / Gravity Represented by: Rohan June, Account Director, Gravity Media Description: Fans of Inter love to wear their team colors loudly and proudly. Digital natives enjoy generating their own content, especially if they can put their name on it. Our goal was to drive awareness and sales of the new Inter Milan jersey by Nike.
Audi Summer Tour/FC Bayern Munich LLC Presented by: Benno Ruwe, Head of Partnerships, Bayern Munich Description: The 2016 U.S. Audi Summer Tour campaign gave fans that haven’t been to Munich the chance to see their team on home soil. Charlotte, Chicago, and New York appealed to general sports and soccer fans, including the large Hispanic Bayern fanbase and population there.
Feature Image: ( Dan Donenelly, Tricia Bean, Marcelo Salinas, Michael Neuman, and Nick Kelly)
Tanya Gardiner, Senior Marketing Manager – Diverse Markets, AT&T is the latest addition to Portada17‘s unique speaker roster. Portada17, the preeminent annual event for multicultural marketers, will take place on Sept. 13 and 14 in New York City’s Yotel Hotel. Register here!
AT&Ts Gardiner, together with Daylon Goff, Director, Multicultural Activations at The Marketing Arm will be presenting on the topic “Passion Points: Leveraging Entertainment to drive African-American consumers through the path to purchase.” One of the most innovative and disruptive brand and agency teams will explain why and how entertainment and music are driving connections with a key segment of the U.S. population.
Check out other Portada17 Highlights: TOTAL MARKET-WTF: An interactive whiteboard session with agency and brand stars. Stephen Paez, VP, Director Multicultural at Mediavest | Spark, Jose Velez-Silva, VP, Multicultural Marketing Communications at Comcast and Jose “Pepe” Gil, Multicultural Marketing Manager Hispanic Consumer B-F Brands, Brown Forman will answer attendees questions on the opportunities and challenges presented by the Total Market approach. COMEDY SKETCHES with Room 28 Comedy Troupe. A hilarious take on multicultural marketing. BRAND CHALLENGE: HOW TO ENGAGE YOUR CONSUMER WITH THE RIGHT INFLUENCER with Manny Gonzalez, Senior Director Multicultural, Moet Hennessy; Pedro Rodriguez, Director, Social Strategy and Influence and Co-Lead, Multicultural Social Media Practice, Horizon Media and Sebastian Jasminoy, CEO and Founder, FLUVIP. THE FUTURE OF MULTICULTURAL MARKETING according to Margie Bravo, Multicultural Marketing Manager, Nestlé USA. How and why Nestle is currently implementing sweeping changes to its marketing organization. SPEED-NETWORKING table leaders at Portada’s popular 8 minutes speed-networking sessions will include Janina Delloca-Pawlowski, Multicultural Marketing Manager, Dunkin’ Brands; Jose Manuel Montenegro, SVP, Group Partner, Multicultural Planning, UMJ3;Felix Palau, SVP, Marketing, Heineken and Nelson Pinero, Senior Digital Director, Senior Partner, GroupM-MEC.
Havas New York has been appointed new agency of record of energy giant Con Edison after a competitive review led by Joanne Davis Consulting. Havas will handle both creative and media duties for the company, which serves most residents of New York City and the surrounding area including Westchester, Orange and Rockland counties.WPP’s Possible handles digital for Con Ed. Con Ed is a privately owned company that spent US$6 million marketing budget in 2016, according to Kantar Media. Con Ed spent around US$7 million the previous year.
Southwest Airlines will conduct a media agency review after working with Dallas-based Camelot Strategic Marketing & Media for more than 30 years.Camelot resigned the business and will not to participate in the review. Southwest Airlines said it is working with Select Resources International to conduct the search and is expexted to make a selection by late September. Southwest Airlines spent US$203 million in measured media in the U.S. in 2016, according to Kantar Media.
Soccer United Marketing (SUM), Major League Soccer’s commercial arm, announced a multi-property sponsorship extension with AT&T. The agreement renews AT&T’s status as the Official Partner of Major League Soccer (MLS), U.S. Soccer and the Federación Mexicana de Fútbol (FMF), via the annual Mexican National Team U.S. Tour.The multi-property sponsorship is a multichannel approach with brand integration across broadcast, digital, video, content, in-stadium exposure, and on-site activation at key events.AT&T will become the presenting sponsor of MLS’Decision Day, the final day of the regular season when every team plays at the exact same time. The result is the most intense and dramatic two hours of the MLS season as teams fight for playoff positions. This year’s Decision Day is Oct. 22. AT&T also has a strong presence across a number of promotional vehicles, including the AT&T Goal of the Week, Month, and Year voting platforms and The Movement presented by AT&T, an online MLSsoccer.com series that explores the growing soccer movement and culture in North America. AT&T has been a sponsor of MLS since 2009.
NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets – as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!
Dietz & Watson
Philadelphia-based Dietz & Watson, an American manufacturer of delicatessen foods, has launched both a media and creative agency review. Search consultant Pile & Co. will manage the process. The company’s creative agency Allen & Gerritsen will not participate in the review. Philadephia-based MayoSeitz Media is the media agency incumbent. D&W spent US$12.4 million on ads in 2016, according to Kantar Media, up sharply from the US$7.7 million the firm spent in the prior year.
Clothing retail chain Gap has started a review to find an agency to handle its U.S. digital media buying and planning, Adweek’s Agency Spy reports. According to Kantar Media, the chain spent us$178 million on paid U.S. media last year and in first quarter that total was us$42 million. Gap does not publicize its media agency relationships.
French tire manufacturing Michelin has awarded Havas Media its global media business following a competitive pitch. Incumbent MediaCom participated in the review, AdWeek reported. Michelin spends and around US$100 million annually on ads globally and more than US$25 million in the U.S. Havas will handle media planning and buying duties for all of the company’s major markets including the United States, Mexico, Canada, France, Spain, Germany, the United Kingdom and China.
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.
Audi Summer Tour/FC Bayern Munich, AT&T/MNT/The Marketing Arm and “My Inter Jersey” / Gravity are the Portada Golazo Award finalists who will pitch for the award live on stage during Portada’s Sports Marketing Forum in New York City’s Yotel on September 13.
At the Golazo Award final pitch contest members of Portada’s Sports Marketing Board will ask finalists to provide solutions to specific soccer marketing related challenges. Each finalist will have 5 minutes to present an innovative solution. The official Winner will be announced by the judges of the Sports Marketing Board. In addition to the official winner selected by the judges, Sports Marketing Forum attendees will vote for the “Golazo People’s Choice” Award Winner.
Portada Sports Marketing Board Members
John Alvarado, VP Brand Marketing, Crown Imports
Analia Benedetti, Director of Shopper Marketing and Multicultural, Kellogg
Ed Carias, Sr. Brand Manager el Jimador Tequila – North American Region, Brown-Forman
Jeff Garrant, Senior Partner, Director Sports & Entertainment Marketing, Maxus
Jorge Inda Meza, Marketing Director Region West, Anheuser Busch
Daniel Keats, Director Sports and Sponsorships, Consumer Marketing Allstate Insurance
Ivonne Kinser, AFM Director Digital Strategy & Innovation, Avocados From Mexico
Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment
Felix Palau, VP Tecate, Heineken
Mike Tasevsky, SVP U.S. Sponsorship, MasterCard
Kymber Umana, Hispanic Marketing Manager, Sprint
“We are really proud of our 2016 Audi Summer Tour in the U.S., which touched over 395 million people through various channels. Being able to present our campaign at the semifinal stage to a highly regarded Jury at PortadaLat in Miami was a great moment and we are thrilled to be finalists for the Portada Golazo Award,” says Benno Ruwe, Head of Partnerships at FC Bayern Munich (Americas).
According to Evgenia Novikova, Managing Director, Gravity UK and Europe “It was our honor to present Inter Jersey Campaign in Miami and we are happy it received such a high recognition from the Jury . Excited to be among the Golazo Soccer Award finalists.”
“We are proud to have partnered with AT&T and the Mexican National Team to create the multichannel consumer engagement experience, Expresa to Pasion and for the opportunity to have traveled to Miami to present the program to the distinguished judges of the Portada Golazo award. We are honored to have been selected as a finalist and look forward to joining the other 2 competitors in New York for the final selection,” says Roberto Saucedo, VP Multicultural Integration The Marketing Arm.
Register to the Sports Marketing Forum on September 13 in New York City’s Hotel and/or to the 11th Annual Multicultural Marketing Conference on Sept. 14:
To align your brand with #Portada17 (Sports Marketing Forum , Sept. 13 and the 11th Annual Multicultural Marketing Conference, Sept. 14) and connect with Portada’s audience of thousands of brand, agency and media trailblazers, please reach out to Marcos Baer firstname.lastname@example.org or call him at 1347 840 13 11.
Ten shortlisted nominees for the Golazo Awards pitched their campaigns to the Golazo Award Jury at PortadaLat. Three 3 U.S. contenders were selected. They will be at the final contest at Portada’s Sports Marketing Forum in New York, on September 13th. The jury also determined the winner of the Golazo Latin America Award.
During PortadaLat’s first day in Miami, finalists, and semifinalists pitched their campaign to a highly specialized jury, integrated by Felix Palau, VP at Tecate, Heineken, Ed Carias, Sr. Brand Manager at El Jimador Tequila, North American Region, Brown-Forman,Vicente Navarro, Business Development Director, ACM Connect, and Andres Polo, VP Digital Marketing, Visa. The Golazo Awards were sponsored by Soccer.com.
After asking questions and deliberating how to cast their votes, the jury announced the winners.
The 3 U.S. finalists are:
“My Inter Jersey” / Gravity Represented by: Evgenia Novikova, Managing Director of Gravity Europe and an account lead for Inter. Description: Fans of Inter love to wear their team colors loudly and proudly. Digital natives enjoy generating their own content, especially if they can put their name on it. Our goal was to drive awareness and sales of the new Inter Milan jersey by Nike.
Audi Summer Tour/FC Bayern Munich LLC Presented by: Benno Ruwe, Head of Partnerships, Bayern Munich Description: The 2016 U.S. Audi Summer Tour campaign gave fans that haven’t been to Munich the chance to see their team on home soil. Fixtures in Charlotte, Chicago, and New York, appealed to general sports and soccer fans, including the large Hispanic Bayern fanbase and population there.
AT&T/MNT/The Marketing Arm Presented by: Roberto Saucedo, VP Integration, and Andres Reyes, President Multicultural. Description: In efforts to connect with Hispanic Millennials, The Marketing Arm (TMA) launched the Expresa Tu Pasión soccer campaign, a collaboration between AT&T and the Mexican National Soccer Team (MNT). This campaign engaged Hispanic Millennials, both socially and in the real world through exclusive experiences and activations.
The Golazo Award Latin America winner:
Pepsi “Momentos”/UEFA Champions League/BBDO Represented by: Carlo Espinoza, Sr. Marketing Manager, Description:In 2017, in its second year as a sponsor of the Union of European Football Associations (UEFA), Pepsi launched its first global campaign based on a “Moments” creative platform. The campaign is active in nearly 75 countries including most of Latin America and the U.S. The #PepsiMoment campaign, which features football/soccer stars Sergio Agüero, Alexis Sánchez and Vincent Kompany, looks to build on and associate the Pepsi brand with fans’ excitement in the lead-up to the UEFA Champions League Final on June 3 in Cardiff, Wales.
Feature Image: Carlo Espinoza, from Pepsi, and Fernando Fiore
Get ready to learn from the best sports marketing practitioners at #PortadaLat this Wednesday. Nine shortlisted nominees for the Golazo Award will present their campaigns to the PortadaLat audience and to the Golazo Award Jury. Who will come out on top?
This Wednesday, June 7, three finalists for Latin America and six semifinalists for the U.S. will pitch their campaign, through a verbal and video description to the below Golazo Award Jury members:
– Felix Palau, VP at Tecate, Heineken – Ed Carias, Sr. Brand Manager at El Jimador Tequila – North American Region, Brown-Forman – Vicente Navarro, Business Development Director, ACM Connect – Andres Polo, VP Digital Marketing, Visa
Shortlisted Golazo Award Candidates
The 4 Latin American Finalists
Mastercard / Universal McCann (72 votes)* Represented by:Felipe Molina, Digital Specialties Director for IPG Mediabrands, and Jose Vicente Luque, Head of Media and Agency Relations, Latin America & Caribbean Region * (Portada audience most voted candidates determined the 3 Latin American finalists and the 6 U.S. semifinalists). Description: How Mastercard extended significant presence as a sponsor of Copa America Centenario via a highly digital buzz campaign, to communicate its offers to cardholders in a new way while increasing overall card transactions.
Scotiabank/F.C. Barcelona (12 votes) Presented by: Arturo de la Fuente, director of New Business, Americas, FC Barcelona. Description: FC Barcelona and the FC Barcelona Foundation announced an official partnership with Scotiabank that designates the Canadian bank as the Official Bank of FC Barcelona in Latin America and the Caribbean.
Suicide Squad / Minute Media (27 votes) Represented by: Lynelle Jones, Creative Solutions Director, Minute MediaDescription: Warner Brothers Studios sought to build buzz and excitement around the Suicide Squad movie launch worldwide surrounding the Euro and Copa America 2016, especially among the millennial male audience. Minute Media’s 90min created social engagement tools and an authentically branded content strategy that integrated the movie and characters within the platform’s ecosystem, ensuring the movie made a splash with football fans aged 18-34.
Pepsi “Momentos”/UEFA Champions League/BBDO (44 votes) Represented by: Carlo Espinoza, Sr. Marketing Manager, PepsiCo Latin America Beverages Description: In 2017, in its second year as a sponsor of the Union of European Football Associations (UEFA), Pepsi launched its first global campaign based on a “Moments” creative platform. The campaign is active in nearly 75 countries including most of Latin America and the U.S. The #PepsiMoment campaign, which features football/soccer stars Sergio Agüero, Alexis Sánchez and Vincent Kompany, looks to build on and associate the Pepsi brand with fans’ excitement in the lead-up to the UEFA Champions League Final on June 3 in Cardiff, Wales.
The 6 U.S. Semifinalists
“My Inter Jersey” / Gravity (30 votes) Represented by: Evgenia Novikova, Managing Director of Gravity Europe and an account lead for Inter. Description: Fans of Inter love to wear their team colors loudly and proudly. Digital natives enjoy generating their own content, especially if they can put their name on it. Our goal was to drive awareness and sales of the new Inter Milan jersey by Nike.
Audi Summer Tour/FC Bayern Munich LLC (29 votes) Presented by: Benno Ruwe, Head of Partnerships, Bayern Munich Description:The 2016 U.S. Audi Summer Tour campaign gave fans that haven’t been to Munich the chance to see their team on home soil. Fixtures in Charlotte, Chicago, and New York, appealed to general sports and soccer fans, including the large Hispanic Bayern fanbase and population there.
Johnson & Johnson/MLS/U.S. Soccer (28 votes) Presented by: TBA Description: Johnson & Johnson announced a multi-year extension of its sponsorship as official healthcare partner of MLS and US Soccer. Johnson & Johnson Consumer Brands will be integrated throughout different platforms including digital, broadcast and video content, as well as in-stadium exposure.
AT&T/MNT/The Marketing Arm (24 votes) Presented by: Roberto Saucedo, VP Integration, and Andres Reyes, President Multicultural. Description: In efforts to connect with Hispanic Millennials, The Marketing Arm (TMA) launched the Expresa Tu Pasión soccer campaign, a collaboration between AT&T and the Mexican National Soccer Team (MNT). This campaign engaged Hispanic Millennials, both socially and in the real world through exclusive experiences and activations.
Univision Deportes Digital’s Best Use of Facebook for Copa America Centenario (20 votes) Presented by: Juan Convers, head of Business Development for Sports Univision and Hernando Paniagua, head of Sports Digital Univision. Description: Univision Deportes Digital created the ultimate destination for all things Copa America Centenario through a multi-platform delivery of exclusive content giving fans the feeling as though they were in the game. The unique experience – a fully interactive environment complete with exclusive access to stadiums, players, teams and coaches via Facebook Live Training with on-air talent from stadiums showing warm-up sessions and exclusive content and Facebook Live coverage of more than 611 minutes.
Lifeline of Ohio/Os Group Sports (12 votes) Presented by: Francisco Terreros, Principal ŌS Group Description: A male affinity campaign targeting the Hispanic males, Pass it on is a soccer-related marketing campaign encouraging Hispanic males to register as organ and tissue donors. Featuring Mexican-Argentine soccer legend Tito Villa features the childhood story of Tito as he was raised in a small town in Argentina. The story develops as he explains why the cause of organ and tissue donation is important to him. The 45 day paid social media campaign hopes to target Hispanic males ages 18-35 years old.
How it works
After each award candidate provides a two minute presentation, each member of the jury will ask the finalist one or two questions to grade their campaign. What the jury will be paying attention to is:
Connection/engagement with fans through campaign
Each Jury member gets 30 points (30 for the LatAm finalists contest and 30 for the U.S. semifinalists contest) to distribute them among the award nominees. After deliberations, the jury’s points will be added to the votes provided by Portada’s audience (the 3 finalists and the 6 semifinalists are the candidates that were most voted by Portada’s audience).
The one campaign for LatAm with the most points will become the winner of the Golazo Awards and will be announced the same day. The three campaigns for the US with the most points will pass to next round to participate in the final which will be held in New York City during Portada’s Sports Marketing Forum on September 13.
Sports Marketing will play an important role on Day 1 of PortadaLat this Wednesday. We have added new Ticket Types to Meet Your Needs!
DAY 1: SPORTS AND TRAVEL MARKETING DAY (June 7): The first day of PortadaLat will focus on how technological innovation is impacting key segments of business and marketing with emphasis on Travel and Sports. All sessions, keynotes and marketing-tech showcases are included as well as light food, sandwiches and beverages. (US $199) GENERAL PASS: Attend the overall PortadaLat event on June 7 and June 8. All sessions, keynotes, networking, food and beverage included! (US$549). DAY 2: BRAND INNOVATION DAY (June 8) The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included. (US$ 449!) VIP ATTENDEE: Meet up to 5 high-level brand, agency or media executives of your choice attending or speaking PortadaLat. These 10 minute meetings will take place in a separate room during the first and second day of PortadaLat and are designed to help you build valuable relationships. General Pass offering is included. (US $ 1,999). Secure your spot and start the PortadaLat journey!
The PortadaLat Awards have announced the 2017 Golazo Award nominees. Voting is open through May 19 to determine the finalists who will battle it out in front of a jury at PortadaLat on June 7! Below are the 16 shortlisted nominees. Peer-to-Peer recognition is a foundation of the PortadaLat Awards and it’s up to you to vote on which candidates move on to the finalist round. Check out the nominees and vote for your favorite now!
Agencies, including PR agencies, brand marketers, and media properties were invited to nominate campaigns, concepts and ideas that substantially engage consumers in the U.S. or Latin America through soccer content. These are the nominees:
” MLS “”Stand as One Campaign”/Brooklyn Brothers “
The campaign featured creative elements including television spots, digital and print advertising, in-venue visibility, social content, and storytelling, and was rolled out during the 2016 MLS season. The campaign ran with spots across all MLS’ broadcast partners, along with significant online activation. “Stand as One,” created collaboratively by The Brooklyn Brothers and MLS’ in-house marketing and creative team, was designed to elevate the movement and the sport of soccer in North America. It highlighted the electric and unifying fan and stadium experience that is unique to MLS’ core, as well as the world-class quality demonstrated by its players every week.The campaign was supported by all five of MLS’ national broadcast partners: ESPN, FOX Sports, Univision,
The campaign was supported by all five of MLS’ national broadcast partners: ESPN, FOX Sports, Univision, TSN and RDS, as well as all international and regional MLS broadcast partners. In addition, MLS digital channels, including MLSsoccer.com, MLS Video and MLS’ social media, played a leading role in the campaign. The campaign captured the true essence of MLS by celebrating the stories of MLS’ clubs and local markets. The visual elements reflect the authenticity, unity, and excellence of Major League Soccer, its players and its supporters, who combine to define the sport in the United States and Canada.
“My Inter Jersey” / Gravity
Fans of Inter love to wear their team colors loudly and proudly. Digital natives enjoy generating their own content, especially if they can put their name on it. Our goal was to drive awareness and sales of the new Inter Milan jersey by Nike.
Based on this insight, Gravity proposed to create a web platform that would enable fans to create their own personalized wallpapers for devices depicting the new jersey design.
We targeted fans on social media that re-directed them to a microsite to create personalized jersey. To incentivize fans to purchase the new jersey, the first 10 thousand participates were provided with a discount coupon to buy the jersey from Nike.
Launched in mid-November, it has already attracted more than 24,000 fans from 155 different countries. There are over 12,800 newsletter subscribers and thousands of social mentions and positive sentiment.
In efforts to connect with Hispanic Millennials, The Marketing Arm (TMA) launched the Expresa Tu Pasión soccer campaign, a collaboration between AT&T and the Mexican National Soccer Team (MNT). This campaign engaged Hispanic Millennials, both socially and in the real world through exclusive experiences and activations. To amplify the program, TMA created the “AT&T Expressions” app. A digital platform, which consisted of customized emoticons that brought soccer fan excitement to life. By using these emoticons, AT&T was able to easily interact with Hispanic Millennials in stadiums, music venues, social media channels, and AT&T retail stores nationwide.
The MNT consumer experience included Retail and exclusive VIP events with MNT legendary players, an interactive zone during the pre-game tailgate parties, Fútbol Fiesta, and leveraged the existing relationship with popular Univision sportscaster Adriana Monsalve as a celebrity guest during every match.
FC Bayern Audi Summer Tour 2016 / FC Bayern Munich LLC
FC Bayern Munich opened an office in New York (2014) to grow our fanbase and better connect with fans in the U.S.; bringing them closer to the club they love. In three years we’ve seen interest in Bayern grow from 13M to 27M followers.
The 2016 U.S. Audi Summer Tour campaign gave fans that haven’t been to Munich the chance to see their team on home soil. Fixtures in Charlotte, Chicago and New York, appealed to general sports and soccer fans, including the large Hispanic Bayern fanbase and population there.
Results: • Attendance – 180,000+ for three games • 340M+ people reached via social media • 43.7M interactions & video views on our social channels • 12M+ watched TV broadcast • 65K increase in CRM database, 18K increase in newsletter subscribers • 43 media appointments • 20 player activations with partners
Inter, the Milan-based professional Italian football club, was taking part in the U.S. International Champions Cup, and hoping to make a splash in the U.S. marketplace.
To broaden its reach, Inter worked closely with Gravity to create a campaign that would increase brand relevancy into the lives of U.S. soccer fans.
The campaign featured a video montage of past, and epic, goals, that showcased Inter’s legendary heritage. To further enhance relevancy, these videos used American NBA/NFL/MLB commentators from sports outside of soccer. When Inter was shown scoring a goal, the commentator called out “touchdown” or a “home run” in an effort to “teach America how to cheer.” The unexpected combination of European and American sports promoted Inter in an exciting and engaging way that people (especially soccer fans) across the globe understood.
The four videos were aired globally across Inter’s social media channels as well as boosted with paid social.
Johnson & Johnson announced a multi-year extension of its sponsorship as official healthcare partner of MLS and US Soccer. The sponsorship was first activated in 2015 and this is the second time the consumer brand renews its sponsorship.Johnson & Johnson Consumer Brands will be integrated throughout different platforms including digital, broadcast and video content, as well as in-stadium exposure. Johnson & Johnson will also continue to create on-site activations during relevant MLS events, such as the All-Star Game, which is presented by Target and the MLS Cup. For the US Soccer partnership, the healthcare company will sponsor both male and female senior and youth national teams. Johnson & Johnson will use its partnership to expose many of its different brands on the field. It will also integrate it into its marketing strategies, including the Johnson & Johnson Donate a Photo app, through which people can connect with causes that they care about and other key platforms and partners.
Juanfutbol has disrupted soccer media in Mexico and US Hispanics since 2014. Created by the same entrepreneurs who founded mediotiempo (soccer-specific site acquired by Time Inc in 2010) juanfutbol has a unique storytelling proposition constantly innovating around formats, channels, brands and content marketing. “juan”, has a unique character that presents solid brand features which are very difficult to replicate by other players. juanfutbol is perhaps the brand with the highest engagement among soccer media brands in Facebook and it’s millennial language makes this brand a solid player within the younger generations that consume media in new ways.
A male affinity campaign targeting the Hispanic males, Pass it on is a soccer-related marketing campaign encouraging Hispanic males to register as organ and tissue donors. Featuring Mexican-Argentine soccer legend Tito Villa features the childhood story of Tito as he was raised in a small town in Argentina. The story develops as he explains why the cause of organ and tissue donation is important to him. The 45 day paid social media campaign hopes to target Hispanic males ages 18-35 years old.
The candidate deserves the award not only for the creativity in creating this analogy between soccer and life but also because of her commitment to empowering the Latino community around the world by providing top quality content to help the audience develop a success and happiness mindset. In this respect, latino men need to upgrade their game, but they are reluctant to personal development.
This specific campaign (not yet launched) targets Latino professional men in their 40s, who have achieved a great deal in their careers, but they feel trapped (not happy with their personal life, not really valued in their companies, burned out, etc.)
Because men are not the typical candidates for personal development, this campaign aims at speaking their language by making an analogy with soccer.
An amazing way of how Mastercard extended significant presence as a sponsor of Copa America Centenario via a highly digital buzz campaign, to communicate its offers to cardholders in a new way while increasing overall card transactions.
In 2017, in its second year as a sponsor of the Union of European Football Associations (UEFA). Pepsi launched its first global campaign based on a “Moments” creative platform. The campaign is active in nearly 75 countries including most of Latin America and the U.S. The #PepsiMoment campaign, which features football/soccer stars Sergio Agüero, Alexis Sánchez and Vincent Kompany, looks to build on and associate the Pepsi brand with fans’ excitement in the lead-up to the UEFA Champions League Final on June 3 in Cardiff, Wales. Taglined “Show How Much It Means,” the campaign celebrates the sport’s fans by depicting their passion before, during and after matches. Pepsi posted creative from lead agency AMV BBDO on YouTube, including a 60-second anthem video that’s a montage of game-related moments, called “We Know How Much It Means”; several 10-second videos excerpted from the anthem; and short videos featuring the three brand-rep athletes talking about their favorite football moments. The campaign spans “always-on, exclusive content” and shareable social media creative, including fan-generated content. The campaign lives on Facebook, Instagram Stories, and Snapchat. Digital elements launched this week in the U.S. and most of the other nearly 75 countries targeted for the campaign, a brand rep reports. TV spots are also broadcast in most of those markets.
FC Barcelona and the FC Barcelona Foundation announced an official partnership with Scotiabank that designates the Canadian bank as the Official Bank of FC Barcelona in Latin America and the Caribbean. This agreement will allow Banco Colpatria, Scotiabank’s Colombian partner, to sponsor youth-focused programs in Colombia, as well as participate in events and offer soccer experiences to its clients. Because it will support young people from Colombia through various programs sponsored through Banco Colpatria. The winners of the Scotiabank-organized championship will be able to travel and attend training events in Barcelona, Spain. Scotiabank, in association with its Colombian partner Banco Colpatria, will host a four-day FutbolNet Festival, in which a thousand young players will train and learn important sports and life skills.
Suicide Squad / Minute Media
Target: Latin America and Europe About: Warner Brothers Studios sought to build buzz and excitement around the Suicide Squad movie launch worldwide surrounding the Euro and Copa America 2016, especially among the millennial male audience. Minute Media’s 90min created social engagement tools and an authentic branded content strategy that integrated the movie and characters within the platform’s ecosystem, ensuring the movie made a splash with football fans aged 18-34. On the product side, we wanted to create tools that tapped into the conversations that were occurring organically on the 90min platform, including which players should start for each game within the Euros and Copa games. We developed the Suicide Squad Selector which encouraged fans to create their own squads. The Squad Selector gave fans a platform to voice which players they thought should start the next Euro and Copa game for their country. Fans were able to share their squad socially, creating debate amongst fans and fueling the reach of the campaign. Beyond the custom Squad Selector, 90min also created a proprietary Squad Reaction tool, a new touchpoint for fans to emotionally engage with any piece of content on 90min, leveraging the characters from the movie. Fans rated content based on the movie characters. On the content side, our editorial team developed 37 pieces of localized content that seamlessly integrated the movie characters and theme into football content. Results: – The Squad Selector generated 27.7 million impressions, with more than 250,000 squads created and an increased social engagement rate of 33% against benchmarks – The Squad Reactions generated close to 20 million impressions with a 12% interaction rate – 4 Million Trailer views across all platforms”
Calling the move its largest push into team sports, national big box retailer Target signed a multi-year deal to become an official partner with Major League Soccer, US Youth Soccer and the U.S. Soccer Foundation. In addition, the Minneapolis-based company became the jersey-front sponsor for the expansion MLS Minnesota United FC, with activation to include presenting sponsorship for the team’s initial campaign. As part of the strategy, Target is partnering with a number of its leading vendors, including Belkin, Crest, Degree, Dove, Energizer, GE, Gillette, GSK, Hershey’s, Kimberly-Clark, Philips, Scotch-Brite, Smuckers, Tide and Venus. Under terms of the deal, Target will run spots during MLS broadcasts on Univision, Fox Sports and ESPN; and will have “opportunities for in-stadium experiences, player appearances and ownership of certain major MLS platforms,” which the league said would be unveiled in the future.
Univision Deportes Digital’s Best Use of Facebook for Copa America Centenario
Univision Deportes Digital created the ultimate destination for all things Copa America Centenario through a multi-platform delivery of exclusive content giving fans the feeling as though they were in the game. The unique experience – a fully interactive environment complete with exclusive access to stadiums, players, teams and coaches via Facebook Live Training with on-air talent from stadiums showing warm-up sessions and exclusive content and Facebook Live coverage of more than 611 minutes.
All platforms experienced tremendous growth and impressive engagement metrics all-around, combining both organic and paid activations which translated into our best tent pole event ever in terms of web traffic, and social media was a big part of it. The average FB Live reached 1.2M soccer fans. Social brought more unique to our website for Copa America Centenario than the 2014 World Cup and 2015 Gold Cup combined. In addition, there were branded content extensions with Verizon, MillerCoors, Sprint, Western Union, and more.
The campaign is running throughout the USL league’s seventh season and includes additional themes that will spotlight both the heightened level of competition on the field and the significant growth of the USL itself as it continues to drive toward its goal of becoming one of the most respected and recognized Division II leagues in the world. The “Raise Your Game” campaign is supported by the USL’s national broadcast partners, as well as regional broadcasters across the country. Additionally, the campaign will be carried across the USL’s digital channels, including USLSoccer.com and USL Social Media.
Check out our new round up for brand marketers, where you’ll find the most relevant new insights and research published over the last week. If you’re trying to keep up, consider this your one-stop shop.
Satisfaction is the emotion consumers most associate with positive brand experiences, according to recent research from InMoment.
Media agency UM’s Wave 9 social media tracker found that 85% of consumers globally use instant messaging to stay in touch with family and friends (compared with 69% in last year’s survey), and that instant responses are expected.
BBC StoryWorks’ study ‘Science of Engagement’ says no emotion is a bad emotion when it comes to creating content-led marketing campaigns. When you trigger serious emotions – puzzlement, fear and sadness – a deeper subconscious relationship with the brand occurs.
A study by Walker Sands has found that just 50% of US mobile users redeemed a coupon last year, despite the fact that 53% believe it would improve their in-store experience.
AT&T has overtaken Verizon as the world’s most valuable telecoms brand, and Nokia‘s brand value has reached $4.9bn on the back of newfound momentum following the revival of the 3310.
A satisfied customer is more than twice as likely to subscribe to a brand’s email marketing when compared to unhappy customer, according to the MarketingSherpa Customer Satisfaction Research Study.
Gartner released its periodic update to the Gartner Magic Quadrant for Application Security Testing, which analyzes vendors’ Static, Dynamic and Interactive Application Security Testing capabilities. IBM maintained its position in the “Leaders” Quadrant for Application Security Testing in a report that spanned 18 total vendors.
Research from Adgooroo revealed that Amazon came in at the top of the list of US paid search advertisers last year, generating 471.4m clicks in 2016, with Weather.com coming in second with 245.6m clicks. Macys was third with 167.6m clicks, followed by The Home Depot with 146.1 clicks.
PointSource’s latest study reveals that 48% of organizational leaders report that they aren’t sure they’re accurately addressing their audiences’ needs across platforms, while 84% say their organisation has outdated legacy systems that impact the ability to improve their digital experiences.