The Coca-Cola Company has named Rafael Prandini marketing vicepresident for the business unit Latin Center. Prior to this, the executive was marketing director of non carbonated drinks.
Guillermo Giménez y Brotons will go back to Mexico to be the new integrated marketing communications director of Coca-Cola, company where he has been working for 19 years.
Audi has appointed Cláudio Rawicz as its new communications director for Brazil. He comes from companies like Fiat, Iveco and Groupe Renault.
Nadine Pavlovsky is the new CMO of DirecTV. Prevously, the executive held the role of marketing VP since 2012.
Google Peru has named Julian Coulter as their new general manager. Coulter arrived to South America in 2012 and before this, worked at SABMiller.
Leonidas Rojas is the new director for Comscore Southern Cone. Rojas will be responsible for the company strategy in that region.
Cencosud has appointed Aldo Espejo Gomi marketing manager for supermarkets. The executive joined the company after leading for two years the marketing area in the retail division of Grupo Celima Trebol.
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.
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.
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!
A summary of the most exciting recent news in sports marketing and media in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.
Target announced becoming the official partner of Major League Soccer beginning this upcoming season. It wil also sponsor MLS’ new Minnesota United FC franchise’ jerseys and become the official Retailer of U.S. Youth Soccer. This is the the retailer’s largest-ever push into team sports.
General Electric signed an agreement with the Boston Celtics to become the team’s sponsor during the upcoming seasons. Details on the agreement haven’t been announced jet, but it has been said that the brand’s logo will appear on the NBA team’s jersey.
After Nike decided to stop producing golf gear, Tiger Woods started using Adidas’ TaylorMade golf clubs. Doing this, the professional golfer will both represent Adidas and Nike. The first event where both brand will share golf icon will be at the Torrey Pines Golf Resort, in San Diego
Audi decided to bet on esports. The brand joined digital sports short before the start of one of the year’s biggest tournament, the ELEAGUE Major, in Atlanta, Georgia
LATIN AMERICAN MARKET
Brazilian soccer player Ronaldo Nazario, who played for Real Madrid and Barcelona, announced a 50% acquisition of CNB e-Sports club. The club, integrated by Brazilians only, was founded in 2001 and plays at the League of Legends tournament. Among the team’s shareholders are also poker champion Andre Akkari, and Brazilian Series of Poker CEO Igor Federal Trafane.
Chevrolet became official sponsor of the Argentinian Torneo de Verano 2017, which is played by Argentina’s most important soccer teams, and will be played in Mar del Plata, Salta, and Mendoza.
On February 2ndBoca, from Buenos Aires, will play against Chivas, from Guadalajara. The encounter will only be broadcasted online and through pay-per-view.
A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
Check out Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at email@example.com SEE A DEMO OF THE DIRECTORY!
Back in April, Merck ($MRK) rolled out its America’s Diabetes Challenge: Get to Your Goals campaign, aimed at persuading patients to do what it takes to keep their blood sugar in check. Now, the brand has a new-but-similar campaign launching but it focus on the Hispanic community affected by the disease.To get its message across to the demographic, Merck has teamed up with celebrity chef and cookbook author Leticia Moreinos Schwartz. Schwartz will visit select cities to cook diabetes-friendly Latin recipes and encourage Hispanics to set and attain blood sugar level targets. Surprisingly enough, it’s among the few pharma efforts aimed at the key Latino market.Merck is going where other pharma brands haven’t gone much lately as few marketing campaigns have been aimed directly at the Hispanic population in general. Visit CuidaTuDiabetesCuidaTuCorazon.com for more information about Chef Leticia’s story, Cuida tu Diabetes, Cuida tu Corazon, and bilingual resources for people with type 2 diabetes.
California Milk Processor Board
The California Milk Processor Board (CMPB), creators of got milk? and Toma Leche, is launching a new advertising campaign highlighting how a person’s future self is determined by the nutritional choices of starting with milk.Goodby Silverstein & Partners (GSP), originators of the got milk? tagline, and Grupo Gallegos (GG), creators of toma leche, have worked in a close partnership, to co-create work designed to appeal to all Californians, regardless of ethnicity. Personnel from both agencies worked side by side under the direction of GG Chief Strategy & Engagement Officer Andrew Delbridge and GSP Co-Chairman Jeff Goodby. The campaign includes two commercials, each in both English and SpanishThe television spots, titled “Champion” and “Brave”, both show how a glass of milk can change a life. The new effort will also include radio and digital installations. Click Below to view the two TV spots:
‘PREMIOS TU MUNDO’
Telemundo has announced the 2014 ‘PREMIOS TU MUNDO’ sponsors. Allstate, Volkswagen of America, L’Oreal Paris and Hennessy as returning sponsors of “Premios Tu Mundo” (Your World Awards. )Additionally,the third-annual celebration of U.S. Latin pop culture will be sponsored by Walmart, Colgate Optic White and Bud Light. The event, to be simulcast on Telemundo and mun2, will feature electrifying live musical performances by Juanes, Alexis & Fido, Yandel, El General Gadiel, Olga Tañon, Elvis Crespo, David Bisbal, Gabriel Coronel, La Ley, Lucero, Gerardo Ortiz, Natalia Jimenez and Los Tucanes de Tijuana on Thursday, August 21, at 8PM/7c from the American Airlines Arena in Miami, Florida. Hosted by novela stars Gaby Espino and Aarón Díaz, the annual awards show combines the power of television, web, mobile and social media platforms to give fans the final say in celebrating everything that moves and inspires them.
Chevrolet has partnered with Manchester United to have each first team player walk onto the pitch wearing a shirt with the name of their mascot on the back. A young Latina, Jasmine, served as the first mascot for the match. The opportunity to be a mascot is part of Chevrolet’s “What Do You #PlayFor?” campaign to bring football fans closer to the sport and spread the power of play around the world. Each child’s story is featured at www.ChevroletFC.com.To celebrate its new, seven-year Manchester United shirt sponsorship, Chevrolet is inviting fans around the world to upload photos of themselves wearing a digital version of the new shirt at www.ChevroletFC.com. Chevrolet also recently released a video onwww.ChevroletFC.com featuring Manchester United players, legends and fans paying homage to the history of the club’s shirts that has attracted more than 10 million views.
Audi is returning with a campaign starring Fred Armisen that will run on NBCUniversal networks NBC, USA and E!.The campaign is designed to highlight the Audi Q3 crossover and drive tune in to the Emmy award show, which airs on NBC Monday, Aug. 25.Three spots use the theme “life is more interesting when you go off script” and utilize the ability of Emmy-nominated Armisen, who appears on both NBC’s Late Night with Seth Meyers and IFC’s Portlandia, to improvise characters. Krysten Ritter, J.B. Smoove and Norm Macdonald have appearances in the campaign.The spots also appear on NBCU digital outlets and use the hashtag #Offscript to generate social media activity.
In partnership with Procter & Gamble Co.’s , Braun will launch the “FaceGreatness” campaign this fall , featuring Seattle Seahawks quarterback Russell Wilson The campaign from Barefoot Proximity, Cincinnati, broke Aug. 7 with an online video and print ad in USA Today, but will also include more print advertising in ESPN the Magazine in September and a prime-time TV ad on Thanksgiving, when Mr. Wilson’s Seahawks play their archrivals, the San Francisco 49ers. P&G also “has access” to Mr. Wilson’s social -media followings on Facebook, Twitter and Instagram.
Ford Motor’s The Lincoln Motor Company division has selected actor Matthew McConaughey for a multi-year partnership that makes him the brand’s spokesperson. The effort for the MKC, which starts at around US $33,995, is via director Nicolas Winding Refn (“Drive”) created a storyline for him around the MKC. The company says the actor does “unscripted moments” as part of his pitch to entice viewers to experience the MKC. Two years ago Lincoln made big moves to distance itself from Ford, including creating a new ad agency, Hudson Rouge, from Team Detroit, but in New York. As part of the product expansion, the company launched the MKZ midsize sedan.
From 2015 onwards, the packaged coffee will be marketed through grocery, mass merchandise, club and drug stores nationwide, Ad Age reports. And the rollout will be supported by an integrated marketing campaign that will include TV, digital and social, along with sampling at various locations across the country. McDonald’s says it is not ready to discuss the details of the campaign and no agency has yet be selected, but it does hope that the rollout will draw more attention to the coffee brand, which it serves at its restaurants.
Sprint Business, a new brand encompassing Sprint’s b-to-b products and services, is rolling out an integrated ad campaign this month to introduce the new business and show how it helps companies keep their employees engaged.The multi-million dollar campaign, with the tagline, “For companies with people in them,” was created by Sprint’s agency of record Velocity Partners, London. It launched earlier this month with TV, print and online ads, and new print ads are rolling out next week.The new campaign showcases employees, not products.One TV ad, called “I Work for Them,” is running on cable networks, on the Sprint Business website and other websites. A new print ad rolling out next week shows millennials on their way to work, with a headline reading, “They doubled your sales in a year.”Print ads are running in national business publications . Online ads are running on sites including Fast Co., Fox Business and Huffington Post. TV ads are running on national cable networks.
CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at firstname.lastname@example.org SEE A DEMO OF THE DIRECTORY!
A summary for Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.
Sony / ESAN / Grupo Ingenia – Peru ::: Sony / McCann – Argentina ::: Bombril /DPZ – Brazil :::
Sony / ESAN / Grupo Ingenia – Peru
Digital agency Grupo Ingenia has announced it will work with Escuela de Administración de Negocios y Universidad ESAN and Sony in Peru. The group is based in Peru and has representation in Bolivia, Argentina and Chile. Among its clients: Interbank, Backus (Cristal, Barena and Miller), Movistar Chile, Mistura, Inkafarma.
Sony / McCann – Argentina
McCann Buenos Aires has won a pitch to work with Sony in Argentina for non traditional media. The agency will be in charge of the creative campaigns and customer experience in the country. The first work will be for FIFA´s visit in Argentina for the World Cup 2014, sponsored by Sony.
Bombrill / DPZ – Brazil
DPZ has won the Bombril account. The agency will be in charge of the creative account for all Bombril brands in the country.
Audi – Disney´s Marvel – Global
Audi has partnered with Disney’s Marvel to launch an integrated campaign promoting the release of Iron Man 3. The campaign kicks off with a TV spot.