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A summary for Corporate Marketers, 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.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

Tecate –  Saatchi & Saatchi New York ::: BlackBerry – Gyro Global ::: Claro – Social Snack Argentina ::: Ford – Blue Hive Argentina ::: Personal y Spotify – Argentina ::: 361 – Avantrip Argentina :::

  • Tecate – Global

Tecate Light -O-Five months after losing the Miller Lite account, Saatchi & Saatchi New York won another beer brand. The Publicis Groupe firm has become Tecate’s, a brand owned by Heineken USA,  agency of record .The agreement includes Tecate and Tecate Light imort from Mexico, plus all potential brand extensions.

The assignment came after a formal review that lasted three months. The agency in charge of Tecate was Inspire, from Dallas, who had won the account in March 2013. Inspire handled all Olabuenaga Chemistri efforts in USA , which controlled the account in Mexico. But Heineken chose Saatchi & Saatchi to “accelerate brand growth and solidify its place as the fastest growing premium light beer in United States southern markets”.

  • BlackBerry – Global

blackberry-BlackBerry has hired top B2B agency Gyro, to lead its change strategy. BlackBerry chose that firm after a pitch to promote the Passport model, the first device produced under CEO John Chen management. The agency will also be responsible for communicating the new company focus on software and business services.

BlackBerry previously worked with BBDO New York and London. Gyro , which has developed  campaigns for HP and SAP, will extend its work to BlackBerry across six offices that operates worlwide.

  • Claro – Argentina

claro-Claro Argentina has chosen Social Snack, a member of the IMS Group, as its digital agency responsible for the strategy, creativity and digital production. Havas remains its offline media agency, while SohoSQ is the creative agency.The telcos strategy, which has over 20 million clients in Argentina, is to work with specialized agencies in each category.

  • Ford – Argentina

Blue_Hive-Blue Hive, a WPP Group unit created to handle Ford Corp. communications in the world, has officially started operations in Argentina, under the leadership of Eduardo Parapugna  as general manager and Sebastián Castañeda as chief creative officer.

A Detroit-based agency with offices in Europe and Asia, it has reached Latin America months ago with an office in Sao Paulo. Now in Argentina, the company will bring together professionals from various companies within the British group in a new operation of around 70 people that combines all communication disciplines apply by Ford in this market.

  • Personal – Argentina

personal spotify-Personal and Arnet clients from now on will have, among other benefits, the ability to access Spotify Premium service through their mobile account or broadband services, due to an agreement between the three companies.

The exclusive partnership will operate only in Argentina, where clients and users will have promotional rates in pesos, special bonuses and preferential benefits, including the ability to access the Spotify Premium account through their Personal mobile service bill and Arnet broadband, even if they do not have an international credit card. The co-marketing agreement will be effective from October.

  • 361 – Argentina

avantrip-Travel agency Avantrip joins the clients’ portfolio of 361 Argentina, led by Pablo Abadie and Coco Mujica. Avantrip is Argentina’s first online travel agency and characterizes for accompany clients throughout their journey, through a reliable technological platform that Argentina 361 will work on to improve its development.

What: Mobile engament in Latin American countries is changing how advertisers are approaching soccer fans, Especially now that watching a game on television is simply one of the many ways fans can follow their favourite teams.
Why it matters: 72 per cent of the region’s population uses a mobile phone. Overall mobile phone users are  growing at a rate of  three per cent annualy,while  smartphone users are expected to grow at seven times that rate, according to eMarketer. Out of that percentage , Android devices account for 72 per cent of growth in impressions and iOS for 22 per cent.

fifa-world-cup-2014-theme-uccw-189355-1-s-307x512The 2014 FIFA World Cup has already started. 32 teams are competing in Brazil until crowning a new champion on July 13th in Rio de Janeiro.

Zac Pinkham, Managing Director EMEA at mobile advertising firm Millennial Media, spoke about his expectations on how mobile will change the FIFA World Cup in Brazil.

Unlike any other event in the world, the 2014 FIFA World Cup gathers people around televisions at home, in bars, and out in the streets at all hours of the day to watch their favorite teams play. Pinkham says that as we now live in a mobile-first world, watching a game in real-time on television is just one of many ways fans can follow their favourite teams.

Not to mention, that soccer apps accounted for 59 per cent of impressions from sports applications according to Millenial Media 2013 Q3 Mobile Mix report.

World cup host Brazil accounts for 19 per cent of all impressions in sports apps in Latin America, and this is likely to increase as the World Cup develops. These top ten countries impressions come mainly from both Android and iOS devices.

Aware of this, FIFA has created the Global Stadium section of its website to aggregate real-time content for each of the 64 games in the tournament for mobile fans.

zp

Soccer brings people together, and so does mobile. When you combine the two, you get a global mash-up of connectivity.

Latin America mobile trends and engagement

According to eMarketer, 72 per cent of the region’s population uses a mobile phone. While mobile phone users are estimated to grow at a rate of three per cent, smart phone users are expected to grow at seven times that rate choosing mostly:

  • Android devices, which account for 72 per cent of impressions
  • Followed by iOS at 22 per cent.

1

The top three countries for smart phone impressions are Mexico, Brazil and Argentina, while Mexico, Brazil and Colombia are the top three in tablet impression. In all, smartphones account for 77 per cent of Latin American impressions and tablets account for 15 per cent.

Pinkhma says there is a correlation between population size and total impressions, although some smaller countries have high mobile engagement rates.

  • Costa Rica and the Dominican Republic are in Millenial media´s top ten impression list, while they do not belong to the top 10 countries ranked by population.
  • Guatemala and Cuba are in the top ten for population, but not impressions.
  • Mexico accounts for 28 per cent of all Latin American impressions
  • Mexico is followed by Brazil at 25 per cent. Interestingly Brazil’s population (202 million) is almost twice the size of Mexico’s (120 million).

World Cup Focus Millennial Media 2

Android devices account for 73 per cent of impressions in Brazil, while 19 per cent are from iOS devices. BlackBerry has a five per cent market share in Latin America (down from a nine per cent in Q1 2013), and Windows only one per cent. Colombia leads the region in impressions from BlackBerry devices (30 per cent), as opposed to Chile, which sees the fewest BlackBerry impressions. In this country, 78 per cent of impressions come from Android and 20 per cent come from iOS, combining for 98 per cent of market.

Still, nothing is certain about the way soccer fans engage with mobile. A Millennial Media infographic on the 2013 UEFA Champions League Final showed peaks in mobile usage before (24 per cent) and after (49 per cent) games, but not during the actual playing time.

Millennial Media suggest smart advertisers should focus on determining how they can engage and interact with fans. The Mexico vs Brazil match, scheduled on June 17th, is the perfect opportunity to put a tactic in practice as these countries are heavyweights in Latin American mobile traffic.

Source: Millennial Media

Key marketers presenting at Portada’s Foro Mexico de Publicidad y Medios debated on the outlook for the Mexican Advertising and Media market in 2014. While they did not have a uniform message regarding their expectations for 2014, there was almost unanimity about their 2014 marketing objectives, which strongly emphasize digital marketing and advertising.

Portada Mexico panelPanel moderator Santiago Duran, Digital & Catalyst Director, Havas Media Mexico asked each of the panel participants for a figure that best describes their 2014 objectives. Duran answered the question himself by saying that his own objective is to increase the digital business of his agency by 18%. In addition, Duran mentioned a study on the “Future of Media” to be presented by Havas tomorrow. The study will reveal that digital will be second media most used as advertising vehicle in 2014, after TV and before radio and print advertising.

Alicia Trujillo, Social Media & Strategic Projects Supervisor/eCommerce, Wyndham Worldwide/RCI noted that worldwide her company has the objective of increasing the online share of overall travel related products to 55%Rosa Maria Grados, Marketing Director-Mexico, Central America and Caribbean, Blackberry noted that her main objective is to increase the amount of activated phones (both smartphones and regular cell phones) by 5%. Digital Marketing will play an important role in achieving that role. Alejandro Aleman, Director de Mercadotecnia Digital y Premium Marketing, Samsung said that the figure “1” epitomizes his main 2014 goal as his company intends to mantain its leadership in innovation and in smart phone market Portada Foro Mexico Attendeesshare.Mercedes Lopez Arratia, Head of Digital Marketing and Premium Marketing at Banamex, a top 5 Mexican advertisers, noted that she does not have a figure, but her main goal is to improve the efficiency of Banamex digital media campaigns. In 2014, these campaigns will be less branding and more performance and online sales oriented.

 

 

What: Fairfax Financial offers to buy BlackBerry, in a transaction valued at approximately U.S. $4.7 billion.
Why is it important: Interest for BlackBerry devices has decayed. Software/hardware innovations and appointing celebrities as top executives have not been enough for the company to recover its “cool” factor among smartphone users or app developers.

Several sources (BusinessInsider, CNet and Forbes among them) report that Ontario-based Fairfax Financial Holdings Limited has offered to acquire BlackBerry, subject to due diligence. Negotiations are expected to be completed by November 4, during which BlackBerry can shop around for better offers.

Fairfax already owns 10% of the company, and now BlackBerry has signed a letter of intent, which contemplates a transaction in which its shareholders would receive U.S. $9 in cash for each share of BlackBerry share they hold, in a transaction valued at approximately U.S. $4.7 billion.

BlackBerry has been struggling to stay afloat for some time, despite fierce competition from Apple and multiple Android-powered smartphone makers. The company’s stock lost 94 percent of its value over the past five years, and not even BB10 operating system could turn things around. Now, after announcing a nearly $1 billion loss for the quarter ended June 30 and also that it would be laying off 4,500 employees (in order to cut down operating costs), BlackBerry has finally acknowledged the need to find strategic alternatives.

BusinessInsider reports that Barbara Stymiest, Chair of BlackBerry’s Board of Directors, said: “The Special Committee is seeking the best available outcome for the Company’s constituents, including for shareholders. Importantly, the go-shop process provides an opportunity to determine if there are alternatives superior to the present proposal from the Fairfax consortium.”

What: Fairfax Financial offers to buy BlackBerry, in a transaction valued at approximately U.S. $4.7 billion.
Why is it important: Interest for BlackBerry devices has decayed. Software/hardware innovations and appointing celebrities as top executives have not been enough for the company to recover its “cool” factor among smartphone users or app developers.

Several sources (BusinessInsider, CNet and Forbes among them) report that Ontario-based Fairfax Financial Holdings Limited has offered to acquire BlackBerry, subject to due diligence. Negotiations are expected to be completed by November 4, during which BlackBerry can shop around for better offers.

Fairfax already owns 10% of the company, and now BlackBerry has signed a letter of intent, which contemplates a transaction in which its shareholders would receive U.S. $9 in cash for each share of BlackBerry share they hold, in a transaction valued at approximately U.S. $4.7 billion.

BlackBerry has been struggling to stay afloat for some time, despite fierce competition from Apple and multiple Android-powered smartphone makers. The company’s stock lost 94 percent of its value over the past five years, and not even BB10 operating system could turn things around. Now, after announcing a nearly $1 billion loss for the quarter ended June 30 and also that it would be laying off 4,500 employees (in order to cut down operating costs), BlackBerry has finally acknowledged the need to find strategic alternatives.

BusinessInsider reports that Barbara Stymiest, Chair of BlackBerry’s Board of Directors, said: “The Special Committee is seeking the best available outcome for the Company’s constituents, including for shareholders. Importantly, the go-shop process provides an opportunity to determine if there are alternatives superior to the present proposal from the Fairfax consortium.”

Join us at PORTADA Mexico!

Fernando Rodríguez is the CEO of Terra Networks in the U.S.
Fernando Rodríguez is the CEO of Terra Networks in the U.S.

In 2012, when Terra.com live broadcast the Summer Olympics, traffic to the site not only soared but threw light over a fast-growing, unstoppable digital trend: Users were increasingly accessing the events from their mobile devices, whether a smartphone or a tablet. In fact, according to Terra’s own research, the number of visits coming to Terra.com from a tablet doubled in 2012 compared to the previous year.

To learn about the latest mobile trends and Terra’s most recent soccer initiative, Jugadores Número 10 / Number 10 Players presented by BlackBerry, Portada caught up with Fernando Rodríguez, CEO of Terra Networks in the United States, who was on his way back from the Hispanic Media Summit in Hollywood.

An edited transcript follows:

Portada: What is Jugadores Número 10?

Fernando Rodríguez, CEO of Terra Networks: “Jugadores Número 10 is a soccer platform inside our sports site featuring some of the greatest soccer players in the world. This is a site presented by BlackBerry and it makes a connection between the Number 10 and the new BlackBerry 10 smartphone. Users can go to the site to vote for their favorite number 10 player; enter to win a trip to see a qualifying match between Mexico and the U.S. and read blog post from some prominent sports journalists and soccer players, including Mexican soccer icon Cuauhtémoc Blanco and other journalists Inés Sainz, Alejandro Farffann, Pedro Pinto and Keyvan Heydari. The first phase of this promotion goes through the first week of June.”

P: How is Terra preparing for the 2014 World Cup in Brazil?

F.R.: “We are really beefing up our soccer coverage, which has long been an important part of Terra, not only in the U.S. but throughout Latin America. We are also aware that our content is being accessed in second –and third- screens, and that users want to interact much more. Our content has to be more ‘social,’ so we are implementing tools for users to interact, vote, create, etc.”

P: How do you leverage your Latin American content with your U.S. site?

F.R.: “We are taking advantage of our strong presence in soccer coverage in both Spain and Latin America, where most of the best soccer action is taking place. We now have a dedicated team working on translating and adapting our Spanish-language content into English. We are beefing up our English content because we want to reach not only second –and third- generation Hispanics but also non-Hispanics who love soccer. The idea is simple: To leverage our presence in Spain and Latin America and bring it to the U.S. soccer fans.”

P: What would you say is the biggest trend right now among your audience?

F.R.: “We have seen a tremendous growth in visitors coming to Terra.com from a mobile device; in fact in 2012 we doubled the audience that came from a tablet. This is an opportunity, but also a challenge, so we have to constantly invest in improving users’ experience in mobiles and tablets. Only last year, during our live coverage of the Summer Olympics in London we had 16 million people visiting the special from a mobile device.”

P: Is mobile the new way to the future?

F.R.: “I think mobile is definitely the way to the future, but it has a long way to go… When it comes to advertising, mobile still lags behind traditional web, and I can tell it’s far from monetization. This is mainly because it is still a relatively recent phenomenon and also because there is still a gap between the reality of usage and the adaptation of the industry.”

Portada and Media Economics Group present today a new selection of Breaking Ads Colombia. We analize below the campaigns from Supermercados Colsubsidio, Cerveza Poker Ligera and BlackBerry.

The campaigns were tracked through ColombiaWebMonitor™ between 18th of April and today.

Supermercados Colsubsidio

colsubsidio

 

Advertiser: Colsubsidio

Campaign: “El Minuto Que Soñaste!” Concurso

Language: Spanish

Description: Online Facebook game.  Players with highest score during the duration of the contest (Thorugh May 3rd) will win prixes including mountain bikes, etc.

Sites: CanalRCN.com (Colombia), LaMega.com.co, RCNRadio.com

Server: e-Planning.net

BlackBerry “Z10”

blackberry.colombia

Advertiser: Research In Motion Limited (RIM) dba Blackberry

Campaign: “Z10”

Language: Spanish

Description: Blackberry Z10 cmapaign in Colombia.  Ads highlight  messaging and camera features

Sites: ESPNDeportes.com (from Colombia), Terra.com.co.

Server: mdn.net (Double-Click)

 

Cerveza Poker Ligera

poker

Advertiser: Bavaria, S.A.

Campaign: “Amigos Poker Facebook App”

Language: Spanish

Description: Facebook app/game for Cerveza Poker Ligera.  Choose a commercial and decide whether your friend is “Un Juicioso”, “Un Trasnochador”, etc..  Upload your friend’s picture into the commercial.

Site: LaNacion.com.co

Server:mdn.net (Double-Click)

 

 

 

 

 

 

Source: Media Economics Group, ColombiaWebMonitor™. For more information please call: 1 (704) 841-2030.

Breaking Ads Mexico, presented by Portada and Media Economics Group, analyze today a selection of Mexican digital campaigns featured during March 2013 until today. The advertising campaigns were tracked through Media Economics Group´s MexicoWebMonitor™. These are the digital campaigns from Alka-Seltzer, McDonald´s and Blackberry.

Alka-Seltzer

boost

Advertiser: Bayer Corporation

Campaign: “Boost – Party Heroes”

Lenguage: Español

Description: Alka-Seltzer “Party Heroes” Facebook promotion for its “Boost” anti-hangover over-the-counter product.

Sites: AztecaDeportes.com, EsMas.com (Mexico), TV Azteca (Mexico), TelevisaDeportes.com (Mexico)

Servers: Azteca.com/ventas, EsMas.com/banners

McDonald´s

mc.donalds

Advertiser: McDonald’s Corporation

Campaign: “Cajita feliz”

Lenguage: Spanish

Description: New ads for McDonald’s “Cajita Feliz” (Happy Meals) tout changes to make them healthier including lower sodium, lower calories, and the addition of fruit.

Sites: CNNMexico.com, RincondelVago.com (Mexico), Starmedia Mexico

Servers:e-Planning.net, GoogleSyndication.com, MDN.net (DoubleClick)

 

BlackBerry

blackberry

Advertiser: Research In Motion Limited (RIM) dba Blackberry

Campaign: BlackBerry Z10

Lenguage: Spanish

Description: Blackberry Mexico campaign for new Z10 touchscreen smartphone.

Sites: ESPNDeportes.com (from Mexico), MedioTiempo.com (Mexico), Terra.com.mx

Servers: Ced.Sascdn.net, MDN.net (DoubleClick)

 

Source: Media Economics Group, MexicoWebMonitor™. For more information: 1 (704) 841-2030.