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We talked to Terry Sell, national truck manager at Toyota Motor North America, about Toyota’s recent soccer campaign featuring Jorge Campos.  Toyota is one of the top 10 spenders in broadcast TV advertising, with $157 million spent in 2017. Through the campaign “Choose the Toughest Field”, the car company has managed to reach out to three audiences: Hispanics, soccer fans, and car lovers. Here’s what Sell had to say.

Toyota Campaign
Photo via Toyota.

Portada: Tell us what the “Choose the Toughest Field” soccer campaign is about.

Terry Sell: “The ‘Choose the Toughest Field’ soccer campaign is the 2019 soccer platform for Toyota. It builds powerful connections between the sport of soccer, players, fans, and trucks. The campaign was inspired by some of the more traditional playing conditions in Latin America. We considered that soccer is often played in dirt fields rather than nicely groomed grass. Those tough fields are where players exhibit their true potential, just like our trucks. The campaign’s commercials capture the toughness of the Tacoma and Tundra trucks as they take on tough terrains in a rough, non-traditional environment, thus their connection to the sport.”

To learn about another automotive brand that is reaching out to U.S. Hispanics, read  How to Market to Hispanic Consumers According to Kia’s Senior Director of Multicultural Marketing.

P: Who is the target of the campaign?

TS: “Toyota has long recognized Hispanic guests as a linchpin of its success. Hispanic vehicle registrations account for over 20% of overall registrations, making the Hispanic market a significant portion of Toyota’s overall success. In fact, Toyota has been the number one automotive brand among Hispanics for 14 consecutive years.”

Hispanic vehicle registrations account for over 20% of overall registrations.

P: On which platforms will it appear?

TS: “The campaign broadcast elements were timed for the 2019 Concacaf Gold Cup. But it will continue through March 2020 on other soccer media properties that we sponsor such as the UEFA Champions League, the U.S., and Mexican National Teams and Liga MX.”

P: Why did you choose retired Mexican goalkeeper Jorge Campos as your spokesperson?

TS: “We are delighted to partner with Mr. Campos. He is the embodiment of someone who has taken on the toughest terrains throughout his life and career as a legendary soccer player. His personal story, very much in sync with the attributes of the vehicles, resonates incredibly well with fans.”

Mr. Campos is the embodiment of someone who has taken on the toughest terrains throughout his life and career as a legendary soccer player.

P: How will you measure the success of the campaign?

TS: “Our goal is to drive consideration for Toyota trucks by increasing model association within their competitive set, and elevate ad awareness, vibrancy, opinion, consideration, and imagery. On the ground, through our interactive footprint at events, we are looking at engagement levels that funnel into sales leads.”

Photo via Toyota.

P: What other activities will you do around the campaign, off-screen?

TS: “The campaign has a diverse and robust digital and social component, including videos and rich mobile display ads and banners. For our social channels, we teamed up with Jorge Campos to develop a series of soccer technique videos. These showcase his great foot skills to engage guests in the sport.

Off-screen, we’re bringing the campaign to life through an interactive soccer footprint. It was present throughout the Gold Cup games and will be present during our sponsorship of Tour Aguila with our Club America partners in July. Also, it will appear at the Toyota Copita Alianza youth tournaments that continue through September.”

Off-screen, we’re bringing the campaign to life through an interactive soccer footprint.

P: Does this campaign appeal to any other market apart from Hispanics?

TS: “Soccer is part of the Hispanic culture. It is part of their life and brings generations together to enjoy the game. In fact, we know that Hispanics over-index when it comes to viewership in the U.S. With that in mind, our campaign fully focuses on this important target market for our brand.”

This is not the first time Toyota uses a Mexican celebrity to reach the Hispanic audience. Check out the campaign with movie star Diego Luna.

P: What challenges do you face with this campaign and how will you overcome them?

TS: “As soccer continues to gain popularity in the U.S., we have seen more brands getting into this space. Toyota has supported the sport and engaged with its fans for more than a decade so we’re appreciative of the brand loyalty we’ve received from fans and owners over the years. We’ll continue to engage with fans by developing creative campaigns that leverage partners, properties and celebrity talent that truly speak to the fans and to the essence of the game.”

As soccer continues to gain popularity in the U.S., we have seen more brands getting into this space.

P: What else are you working on?

TS: “As I mentioned, our campaign ambassador, Jorge Campos, engaged with us on a series of videos showcasing soccer techniques. In August, Jorge Campos hosted a soccer clinic at one of the Toyota Copita Alianza youth tournaments. We’ll also recognize a stellar student-athlete with a scholarship for their outstanding accomplishments in the classroom and on the field as part of our partnership with Alianza de Futbol.”

 

Key brand decision-makers will discuss what is the future of marketing THIS WEEK on September 12 at the Westin Times Square. The agenda includes: multicultural marketing in America, 5G, smart cities, experiential marketing, and much more. Four units of Portada’s council system will hold their private meetings at the event. Get tickets now and meet executives of your choice at Portada Meet Up.

 

 

Join the Conversation About What is the Future of Marketing at Portada New York

This year, for the 13th annual edition of Portada New York, marketing innovators will delve deep into the best practices of marketing technology and will discuss new insights to target consumers in Multicultural America. 

On September 12 at the Westin Times Square, top brands will show how they’re evolving their video and mobile marketing toolkit to engage consumers with entertainment and sports content. In addition, brilliant speakers will discuss the future of experiential marketing, omni-channel marketing and multi-touchpoint attributions, as well as how 5G will revolutionize connectivity.

Portada New York attendees will be able to network with members of Portada’s Council System. The Americas Board, Brand Star Committee, Agency Star Committee and Sports Marketing Board will hold their second 2019 in-person meetings at the same venue.

Portada New York offers senior executives from tech, media and marketing firms the opportunity to interact with brand marketers through Portada’s one-on-one meetup offering. Get tickets and choose whom to meet from a list of brand and agency decision-makers pre-screened by Portada (first-come, first-served). 

 

Don’t miss these brand innovation stars at Portada New York. Get your tickets at a special price (US100 off) before Friday the 6th. To find out about other business and branding opportunities, contact Isabel Ojeda at isabel@portada-online.com

 

Brand Innovation Speakers to take the Portada New York Stage:

 

TRANSCREATION

brand innovation expert
Kim Lauersdorf

Kim Lauersdorf, Vice President, Marketing at EmblemHealth @EmblemHealth

interviewed by David Queamante, SVP, Client Business Partner
Marketing in multicultural America means to recreate precise brand content to effectively preserve its creative and emotional intent while making it resonate in other languages and cultures.

 

 

INNOVATION SHOWCASE: The Future of Fandom: 5G and Smart Cities

brand innovation expert
Peter Sorckoff

Peter Sorckoff, Founder & CEO, Seer World @PeterSorckoff

interviewed by Francisco Morillo, Digital Marketing Manager, Sprint 

What happens in a world without lag? 5G and Smart Cities are coming and bring a ton of opportunities for marketers to become even closer to their biggest fans.

 

 

ENGAGING THE BIG APPLE’S CULTURALLY DIVERSE AUDIENCE

Lisa Baird, CMO, New York Public Radio (NPR)
interviewed by Ward Bullard, Chair of Portada’s Sports Marketing Board

As local journalism declines and podcasting continues to grow, NYPR is committed to reaching a larger, more diverse audience with rigorous reporting and news, important conversation, classical music, and entertaining and informative podcasts.

 

 

CREATING BRANDED CONTENT TO CHANGE BRAND PERCEPTION

Eugene Santos, Senior Manager, Advertising & Marketing, Multicultural, Kia Motors @EugeneASantos

Kia’s new tagline, “Give It Everything” has redefined its marketing approach and spirit of trying harder, working smarter, build better and sweat every detail. In many respects, this is the U.S Hispanic story. Kia Latino is redefining how the organization is using influencers and dual-language marketing to provide authenticity. But what are the KPIs that truly matter to measure success? Is Custom Content with partners important to change perception?

 

 

THE EXPERIENTIAL MARKETING CONUNDRUM: How to measure ROI and transfer best practices between marketing platforms.  

expert in the future of marketing
Felix Palau

Felix Palau, Group Brand Director Tequila, Proximo Spirits

in conversation with Michael Temple, VP, National Marketing & Events, CENTURY 21

Experiential marketing has many investment items including entertainment/sports property sponsorship, media, point of sales, events, etc. Major experiential marketers constantly measure the effectiveness of their sponsorships ROI and set best practices to be transferred among all platforms. Hear how two leading experiential marketers deal with these challenges.

 

 

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next career move? Check out Portada’s Career Board!)

 

Impremedia has appointed Liliana Madrid as its new Revenue Director, Digital. Madrid will replace Juan Chouza, who has stepped down from the role to become Xaxis’ Relationship Director.

 

 

 

 

 

 

Gap Kim will oversee Global Business Marketing at Twitter. In his new role, Kim is tasked with communicating Twitter’s advertising value to businesses. In his last role at WhatsApp, Kim was responsible for leading product marketing strategy for business, brand and growth.

 

 

 

 

 

 

The Out of Home Advertising Association of America (OAAA) has tapped Interactive Advertising Bureau (IAB) Executive Vice President Anna Bager as its next president and CEO. She replaces Nancy Fletcher, who’s led the OAAA since 1991. Bager’s appointment is effective on September 16, 2019. During her more than eight-year tenure at IAB, Bager led all-digital, mobile, video, and data industry initiatives representing more than 650 member companies.

 

 

 

 

 

McDonald’s will not refill the role of Global Chief Marketing Officer after Silvia Lagnado steps down from the role in October. Lagnado has been with the company since 2015. Global marketing at the company will now be overseen by Colin Mitchell, Senior Vice-President of Global Marketing and Bob Rupczynski, Senior Vice-President of Marketing Technology.

 

 

 

 

 

Nike Inc. is reshuffling its marketing team. Adrienne Lofton, who spent nine years at Under Armour in top marketing roles, is joining Nike as VP of Marketing for North America. Nike veteran Nicole Hubbard Graham will take on an expanded role as VP of Global Category and Nike Direct Marketing. Gino Fisanotti will move to the newly-created role of VP of Global Brand Creative.

 

 

 

 

Imagen relacionadaHorizon Media announced the launch of new full-service multicultural agency 305 Worldwide in partnership with Armando Christian Pérez, aka Pitbull, the Grammy-winning artist and

Resultado de imagen para karina dobarroentrepreneur.

The new shop will be headquartered in New York. Pérez will serve as Chief Creative at the new venture and Karina Dobarro, Horizon’s senior vice president, managing director, multicultural & former Portada Council System member, will also serve as Chief Strategist at 305 Worldwide.

 

 

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

 

Beam Suntory has announced Jessica Spence will fill the newly-created role of President of Brands, effectively replacing the Chief Marketing Officer. Spence will be responsible for managing the global P&Ls of Beam Suntory’s largest brands, which include the whisky brands Jim Beam and Maker’s Mark.

 

 

 

 

 

 

Toyota Motor North America announced that Cooper Ericksen will be promoted to Group Vice President, Product Planning and Strategy, effective Aug. 5. Ericksen has been with Toyota since 1991. He will replace Andrew Coetzee, who plans to retire on Aug. 2 after 31 years of service to Toyota.

 

 

 

 

 

Multi-channel engagement platform Leanplum has appointed Kate FitzGerald as President, effective immediately. Before joining Leanplum, FitzGerald was President of Americas Sales for Marketo

 

 

 

 

 

 

WPP’s Ford-dedicated agency GTB has announced the appointment of Robert Guay as CEO. Guay, who will replace Satish Korde in late July, will lead the evolution of the agency’s relationship with its flagship client, Ford Motor Company. Satish Korde will become Chairman Emeritus of GTB, assisting Ford on strategic projects. The announcement comes less than a year after Ford announced plans to divide its US $800-million creative business between several shops, moving away from GTB’s dedicated model.

 

 

 

 

 

AT&T’s WarnerMedia unit has named Ann Sarnoff as chair and CEO of Warner Bros. Sarnoff succeeds Kevin Tsujihara, who left after unethical behavior was discovered. Sarnoff will be based in Los Angeles and will officially join the company later this summer.

 

 

 

 

 

Eventbrite, a global ticketing and event technology platform, has announced the appointment of Casey Winters to Chief Product Officer. In this role, Winters will lead the global product management, design and research teams to drive innovation for event creators around the world.

 

 

 

 

 

Apple audio brand Beats by Dr Dre has appointed former Electronic Arts (EA)vice-president Chris Thorne as its Global Chief Marketing Officer, following a five-month search. Thorne will oversee the brand’s global marketing across all channels.

 

 

 

 

 

Wendy’s has promoted Carl Loredo to Chief Marketing Officer from his role as Vice-President of Brand Marketing, which he took on when he joined Wendy’s in 2016. He will report directly to Kurt Kane, who is being promoted to US president and chief commercial officer.

 

 

 

 

 

What: Mobile ad platform Sabio Mobile announced a “Validated Publishers” feature for its supply offering.
Why it matters: Brands will be able to secure high-quality supply on Sabio Mobile’s platform through a rigorous vetting process without worrying about brand safety and fraud.

Sabio Mobile, the smarter mobile ad platform trusted by brands and agencies, announced a “Validated Publishers” feature for its supply offering — a proprietary methodology that brings a scientific and data-driven approach to defining premium publishers and securing high-quality supply.With the Validated Publishers methodology, brands will be able to secure high-quality supply on Sabio Mobile’s platform through a rigorous vetting process without worrying about brand safety and fraud.

Until now, brands were dependent on unreliable methods to secure supply for mobile campaigns because the industry has lacked an agreed-upon definition for “Premium Publishers.” “Premium” has typically been synonymous with quality and trust: publishers having high web rankings or simply sites and properties with long legacies which have been trusted sources of news and information for years.

Sabio Mobile’s Validated Publishers undergo a rigorous test of a minimum of seven criteria that they must pass before running any brand advertisements on them. The company developed these criteria based on issues that are top of mind for brand advertisers today such as fraud and brand safety.

The seven criteria are:

  • Certification by the Google Play or Apple App Store
  • User ratings for the app
  • Estimated monthly downloads
  • CTR benchmarks
  • Viewability benchmarks
  • Brand safety
  • Ad Fraud

Each of the criterion has its own benchmark, but they are all important for their own reasons. For example, having an app that is Google or Apple certified adds an extra layer of protection to make sure it’s free of malware, doesn’t infringe on copyright issues, and the technical coding is up to spec. An app that is downloaded on an alternative marketplace or by direct download may not be playing by the same rules.

In the case of user ratings, when an app has a lower rating it means the app may have error-prone code, poor usability and possibly ad spamming. These are things that no brand wants to be associated with.

“There is a genuine problem in the ad industry related to ad fraud and brand safety because of the lack of clarity around premium and non-premium publishers,” said Kris English, Associate Media Director, DigitasLBi. “Sabio Mobile has been a great partner for us due to their premium publisher lists and transparency, two major components to the success of their model, translating to success for our clients.”

“Certain publishers are considered premium for their reputation in the industry, but it is still really hard to define what is premium,” said Joao Machado, Director of Mobile, OMD. “I am encouraged that companies like Sabio Mobile are trying to bring solutions to the marketplace.”

“With the onset of social media and user generated content that now demand larger digital budgets from brands, as well as the more recent ‘fake news’ phenomenon, the definition of ‘premium’ has become murkier,” said Aziz Rahim, CEO, Sabio Mobile. “With the changing times, we at Sabio Mobile realized there is a big need to differentiate inventory, so brands can run campaigns without second guessing quality of the inventory and developed with the Validated Publishers offering.”

Join us at PORTADA Mexico!

By Gabriela Gutiérrez M.

What: While the United States, Europe and Asia have positioned themselves as highly profitable markets for eSports, brands in Mexico and Latin America still do not think of it as sports.
Why it matters: From its roots in geek culture to its growing popularity, gamers and eSports fans have created a community that embraces authenticity and quickly rejects relationships with brands that do not offer a clear value, warns MEC’s “Spotlight on eSports” report.

There are 2.2 billion gamers worldwide, of which about half – 47% – spend $108.9 billion while gaming, offering a great opportunity for brand exposure.

Peter Warman
Peter Warman, CEO, Newzoo. (Photo: Twitter)

“Brands have been trying to get into video games for decades. eSports now provides the ideal entry into the favorite hobby of digital natives and Millennials. Long-term investments are being made by companies within the sports landscape,” said Peter Warman, CEO of Newzoo, a consulting firm specialized in the video game market, in a statement.

Although the market in Latin America is still emerging compared to Asia or the United States, it is getting stronger year after year. “Mexico has a bad history of people who have not given brands what they are looking for. There are teams that promise a lot and have no reach,” said Alejandro Leyva, an eSports influencer known by the alias Alk4pon3.

However, that is not the case with Lyon Gaming, the League of Legends’ northern Latin American champion, and one of the games with the largest worldwide eSports audience. Its team jerseys are emblazoned with various sponsor logos such as Kultec, Supermex, Intel, Asus, and Arena (Cinemex). At the same time, the game promotes HyperX products on its Facebook page, which has more than 110,000 followers.

Bringing sports brands to eSports is very difficult in Mexico, because it is not considered a sport here, nor seen as profitable.

“We are still a very small sector. Bringing sports brands to eSports is very difficult in Mexico, because it is not considered a sport here, nor seen as profitable,” said Jorge Valencia, in charge of securing sponsorships for Lyon Gaming. “Under Armour told me that what we do has nothing to do with what they do; and that it wasn’t even related to exercise. The detail they forget is that people who play video games also exercise.”

Lyon GamingFor Valencia, Lyon Gaming’s biggest plus for attracting brands is its status as regional multi-champion and its social network reach, which garners up to 300,000 people for each post on Facebook. “Our reach is not limited to Latin America. When we participate in tournaments, the brands are broadcast on five continents.”

In 2016, global profits for eSports grew to $696 million, a 41.3% increase over 2015. The largest portion of those profits – $517 million – comes from brands: $151 million from advertising, $266 million from sponsorships, and $95 million from media rights.

Consumer spending this year on merchandise and tickets will amount to $64 million. The remaining $116 million will come from the total investment made by game publishers in eSports.

The eSports economy is still far from mature and is still an investment area for many companies, particularly for game publishers. Although revenues are rapidly increasing each year for eSports teams, this money is often reinvested, leaving little or no profit.

We are as confident as we were in 2013, when we began researching, reporting and shaping the eSports space, that eSports will become a multimillion-dollar business.

“We are as confident as we were in 2013, when we began researching, reporting and shaping the eSports space, that eSports will become a multimillion-dollar business in the future—entertaining hundreds of millions of fans every week,” Warman added.

What: The “Top 10 Highest-Paid Athlete Endorsers of 2016” list released by the marketing agency Opendorse features four golf players, and one of them has just 111K followers on Twitter.
Why It Matters: Influence is about more than social media numbers, and brands should evaluate other factors when making endorsement decisions.

According to the Forbes list of the ‘World’s Highest-Paid Athletes,’ Portuguese soccer player Cristiano Ronaldo earned US $88 million last year, which makes him the best-paid athlete of the year.

Ronaldo is also the athlete with the most followers on Twitter. But being the highest-paid and most-followed player does not necessarily make him the right influencer for every brand.

Resultado de imagen de roger federer
Roger Federer

According to Forbes, over 2016 Ronaldo managed to make $32 million through brand endorsements. This number might impress some, but it is almost only half of the $60 million generated by Swiss tennis player Roger Federer, who was the athlete that made the most money off of endorsements in 2016.

Choosing one influencer over another “is not that different from the way that the general market looks at sponsorships,” explains Michael Neuman, EVP and Managing Partner at Scout Sports and Entertainment. It doesn’t matter if they have the most followers on social media: brands must think about what athlete draws the admiration and dedication of their fans.

As Neuman adds, endorsement deals “depends on the brand’s strategy. If a brand decides they want to reach the sports fan and they sponsor a league or the team, staying in the sports genre, the athlete makes the most sense.”

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Nissan, for example, works with both sports influencers and celebrities from other areas. “With our global Champions League sponsorship we also have Gareth Bale and El Kun Agüero as brand ambassadors. But we also have local ambassadors that go from a local pilot to any other sport. It depends on each of the campaigns,” explains Pablo Cárdenas, marketer at Nissan Mexico.

The sports where the athletes wear helmets, like football and hockey, don’t tend to have the highest number of athletes with endorsements.

When choosing an athlete to become a brand’s face, there are some sports that definitely work better than others. “The sports where the athletes wear helmets, like football and hockey, don’t tend to have the highest number of athletes with endorsements because there isn’t the recognition that you have with a basketball player or even a baseball player,” says Neuman.

Resultado de imagen de nbaThe NBA is the league with the highest number of players involved in endorsement campaigns in the United States right now.  “I would say basketball has the most, and hockey has the least,” he adds.

This explains why Lebron James is the second-highest-paid athlete when it comes to off-the-court endorsements, with an income of $54 million through sponsorships during 2016. The NBA player also made it to the headlines after signing a lifetime deal with Nike, rumoured to be worth over $1 billion.

Taking a look at the marketing agency Opendorse’s top 10 highest-paid athletes of 2016 (see below), one will notice many tennis and golf players. But these types of deals don’t always get featured heavily on the streets due to the types of contracts that they sign. Even though the athletes might make less on the contracts, they are more exclusive, and targeted at a narrower audience with a higher acquisition power.

In a world where popularity and social acceptance seems to be directly related to how many followers a person has on social media, these numbers do not mean much in the sports endorsement market. Although soccer players like Ronaldo and Lionel Messi are the two most followed athletes on Twitter, they are far from making the list of the top 10 largest contracts.

#AthleteSportEstimated Cost Per Tweet in USDTwitter followersTotal Yearly endorsement earnings in USD millionNotable endorsement deals
1Roger FedererTennis31,6606.7M60Wilson, Nike, Rolex, Mercedes-Benz, Gillette, Credit Suisse
2Lebron JamesBasketball185,32834.5M54Beats by Dre, Coca-Cola, Kia, McDonald’s, Samsung, Nike
3Phil MickelsonGolfN/A111K50KPMG, Rolex, ExxonMobil, Callaway, Barclays
4Tiger WoodsGolf34,3806.18M45Nike, Upper Deck, Rolex, Hero MotoCorp
5Kevin DurantBasketball80,38815.5M36Nike, 2k Sports, Sprint, BBVA, Beats by Dre, Panini
6Rory McIlroyGolf16,2693.1M35Nike, Bose, EA Sports, Omega, Upper Deck
7Novak DjokovicTennis33,9526.96M34Adidas, Pugeot, Head, Uniqlo, Seiko
8Rafael NadalTennis53,63312.1M32Tommy Hilfiger, Kia, Nike, Babolat, Telefonica
9Jordan SpiethGolf8,7081.74M32AT&T, Coca-Cola, Rolex, Titleist, Under Armour
10Cristiano RonaldoSoccer258,85950.6M32CR7, Nike, Tag Heuer, Herbalife, Monster Headphones, Sacoor Brothers
Source: opendorse.com, Twitter

What: Google sits at the top of the list of the top 10 most influential brands in Latin America and Spain.
Why It Matters: Grupo DDB Latina used its Influence Score metrics to evaluate more than a thousand brands in the region through precise and detailed data.

DDB Group Latina has released the results of research conducted in Spain through its Influence Score metric, which measure brands’ influence and serves as a tool for pulling qualitative data from online surveys and online monitoring of social networks and search engines.

influence-score-image

The study was originally conducted in six countries: Brazil, Spain, Mexico, Argentina, Chile and Colombia, to identify and classify the most influential brands in each market and region.

To do so, they evaluated more than 1,150 local, Latin and global brands that each received an “Influence Score,” or “IS,” the result of the combination of two factors — expressed influence and inferred influence.

These are the brands that made it into the list of the top 10 most influential brands in Latin America.

1. Google

googleGoogle took first place in all of Latin America and Spain, and in the majority of the countries, came in far ahead of the second-ranked brand. Its strength is in, more than anything, expressed influence, which measures the level of connection that people feel to the brand.

Consumers agree that Google’s influence is related to two factors: that the brand is increasingly on the tip of everyone’s tongue, and that it is consistently innovative.

Google’s finds most room for growth in social responsibility, where it came in with its lowest score (still above 60%, nonetheless). In terms of inferred influence, which is obtained through the analysis of the presence of the brand in digital spaces and measures its capacity to generate an organic audience, Google was surpassed, in some countries, by some of its competitors in the digital world, like Facebook and Twitter.

The decisive factor for Google’s leadership is its presence in all digital spaces, mentions of its new projects and products, the content that it generates and the tools it offers.

2. Apple

appleThe most valuable company in the world in almost all markets is strongest in expressed influence. Consumers highlighted its ability to adapt to change, especially in Mexico, Brazil and Chile. Like in the case of Google, its Achilles heel is social responsibility, as consumers are not perceiving that the brand has a purpose beyond the simple objective of selling its products and services.

When it comes to inferred influence, due to the relationships that people have with the brand in digital spaces, Apple wins in almost all categories for the number of mentions that people make of the brand and its products and services. A good example is the anticipation for the launch of the latest iPhone, which flooded the web with speculation and rumors about its functions. Tim Cook, the company’s current CEO, and Steve Jobs, generate a large amount of content that add to the brand’s influence in the region.

3. Coca-Cola

coca-colaDespite the criticism that the brand receives about nutrition and the promotion of healthy lifestyles, Coca-Cola continues to be the most traditional of the most influential brands. But unlike  high-tech companies, its influence varies greatly from one market to the next. While in the biggest — like Brazil, Mexico, Argentina and Colombia — it is among the most influential brands, other markets like Chile have all but abandoned the brand, as it doesn’t even come into the country’s top 40.

Coca-Cola’s greatest strength is its ability to innovate, while in markets like Brazil, its influence comes from the fact that people believe that the brand is very present in the media and on social networks.

It has two weak points: social responsibility (which is judged harshly in markets like Argentina, Spain and Colombia) and its commercial interest being perceived as more important than its altruistic endeavors (in countries like Chile, Brazil and Mexico). The brand also stands apart for its inferred influence. Its visual and video content generates a very wide audience, and feeds an increasingly robust conversation.

4. Samsung

samsungThis brand generates influence through innovation — both in inferred influence (for example, through the content it generates on its own channels) and expressed influence, where consumers perceive it as a leader.

Like its rival Apple, its greatest weakness is social responsibility. In countries like Chile, its score in this category is below the average. For that reason, Chile is the only market in which Samsung doesn’t appear in the top 10. In the other countries, it comes in in the top eight.

5. Visa

visaThis is the only brand from the financial category in the top 25. It’s position varies radically according to the market. Thanks to the two largest in the region — Brazil and Mexico — the brand achieves a privileged position.

It’s presence on social media and sponsorships of sporting events in Brazil were key to consolidating an audience that consumes and follows its content. In almost all of the markets it is perceived as “a brand that you would recommend to friends or families,” while one of its stumbling blocks is social responsibility and innovation.

6. Sony

sonySony was a leader in preference and recognition in the category of home appliances, as well as in content and entertainment. Today it is still considered a very influential brand in the region, coming in just a few points below Samsung. It is strong in Brazil, Chile and Colombia.

It stands apart primarily for quality and trustworthiness, and is also viewed as recommendable. Perhaps its greatest weakness has to do with generating conversations, more than anything in Chile. In terms of social media, it has many challenges ahead in markets like Argentina and Mexico.

7. Adidas

adidasThe clothing and sporting goods brand is one of the best thanks to the work that it has done on social media, which gives it a leg up in countries like Brazil, Chile, and Spain. In this last country, its presence is linked to Real Madrid, which is the fifth most-popular brand in the country.

In expressed influence, consumers show their affinity for Adidas primarily through two aspects: being recommendable, and for surprising innovation. It’s greatest weakness is social responsibility, and lack of a greater purpose.

8. Facebook

facebookThe newest brand in the top 10 is now a part of everyone’s daily life. Brazil and Mexico are among the five countries with the greatest number of Facebook users. So in terms of inferred influence, Facebook appears in all of the countries’ top 10 lists.

Expressed influence shows that Latin Americans see Facebook as a brand that is becoming more popular. To Argentines, Chileans and Spanish users, the brand’s greatest value is in its ability to adapt to change.

9. Nike

nikeDespite the fact that Nike doesn’t sponsor any of these countries’ national teams, in Mexico, Colombia and Argentina, Nike comes in above Adidas on the rankings. It’s work in digital media sets it apart, and it has generated a relevant audience with influencers, the media and final consumers.

In terms of expressed interest, in all of the markets, there is a consensus that innovation is its greatest strength. Its weakness, like in the case of Adidas, is a lack of a visible commitment to social responsibility.

10. Volkswagen

vwThe only automobile brand in the top 10 is a leader in countries like Mexico, Brazil, Spain and Argentina. Its influence doesn’t seem to be affected by the “dieselgate” scandal that occurred last year, at least in this region. Nonetheless, consumers do not believe that this brand has a greater purpose or that it is socially responsible.

When it comes to inferred influence, the brand has high interaction with consumers, which is observed in the consumption of its content and interaction on digital platforms in all of the countries.

descarga (1)Havas’ Meaningful Brands 2015 study reveals  that brands do matter in LatAm, as the disconnection to brands is lower  than globally, which means the connection with brands is healthier than in other regions.

Latin America outperforms global results by 7 percentage points in “brand attachment”. In LatAm 47% of the people would care if the brands analysed disappeared, while worldwide it is just 40%. It is more equivalent to Apac, the second most attached region in the world.That’s because in LatAm people still “believe” in brands: the level of Trust is high, as 69% of brands are trusted (global, 50%), with 38% of brands notably improving our Quality of Life (28% global.)

In LatAm people still “believe” in brands: the level of Trust is high, as 69% of brands are trusted while Globally the level is 50%.

The widening polarization brings different challenges that require different approaches. Understanding the key drivers by category and market, a must for brands to reconnect:

CountryTop Brand Per Country
BrazilNestle
MexicoNike
ArgentinaLa Serenisima
PeruGloria
ColombiaGoogle

Inside LatAm, Colombians are the most attached people: 55% of the people would care if the brands analysed disappeared, while in Brazil that ratio goes down to 44% and in Peru it’s 50%.Food, Beverage, Consumer Goods and Automotive demonstrate to be more meaningful in Argentina than globally, while Technology (influenced basically by telcos brands) and Retail are less meaningful in that country.In Colombia, 41/62 of brands researched have a quality of life value of 50% or higher, which means that 50% of the population consider they are contributing to improve their quality of life.The level of interest in brands in Peru is higher than the global average:54% declare that they regularly seek out information about the behaviour of companies and brands, while worldwide it’s 37%.

Inside LatAm, Colombians are the most attached people: 55% of the people would care if the brands analysed disappeared.

New and actionable Insights on Brand Leadership in Latin America are going to be discussed by cutting-edge Brand Marketers at Portada’s Latin American Advertising and Media Summit in Miami on June 3 and 4. Thought leaders include Jon Suarez Davis, VP, Global Media & Digital Strategy, Kellogg Company, Ruben Leo, Marketing/Digital Marketing Director / Mexico & International, Genomma Lab, Denisse Guerra, Regional Marketing Director, Latin America, The Estée Lauder Companies, Manuel Medina Riveroll, Marketing Director Mexico, Bayer and Pedro Tabera, President/CEO, Mercedes-Benz Mexico.

Mexico results

Most of the brands are well established companies with a long history in Mexico. The rest are tech oriented companies (meaningful because they make life easier, and people feel proud of using them). Home care and Dairy are the sub-sectors with the highest average attachment, Lala and Cloralex are the  leading companies.These are the key findings:

  • Overall happiness in Mexico (7,81/10) is higher than the Global average: 6,85
  • And people also see relationships with brands in a more positive way: 66% believe brands can play a role in improving their quality of life and the wellbeing of their family (52% ww-worldwide)
  •  People in Mexico also like to be informed: 52% regularly seek out information about the behaviour of companies (37% ww)
  • 59% consider the impact of a brand on people’s wellbeing when they are deciding whether or not to buy it (43% ww)

Brazil results

The Brazilian economy has been struggling to grow, and this is reflected in the main drivers of Attachment and perceived Quality of Life.Interesting to see that the Top 5 Meaningful Sectors are those that are taken as a conquest or aspirational to Brazilians since the Economic Boom in 2008 (exclusion of Auto) and taken as conquests on Brazilian daily life.The same happens when we look to the brands – which have an avg. better performance on Quality of Life than Attachment – enhancing Brazilian daily life in many aspects.Key findings:

  • Nestle and Danone bring added value products to Brazilians tables, being leaders inspiring confidence.
  • Google is unquestionable making people’s lives easier and thus providing peace of mind.
  • Natura and O Boticario, the only two Brazilian brands and completely linked to Personal dimension, extremely important to Brazilian.
  • Visa and Mastercard: making life easier by being enablers of recent conquests.
  • And the tech brands that display status, bringing satisfaction and happiness.
  • 72% of Brazilians declare that, when they have a bad experience with a product/service, they often share it with a number of people.
  • But, on the other hand, Brazil is a high interesting market for brands that want to lead and be innovative, as there is an open-minded attitude towards state-of-the-art products: 65% would pay more for high-quality items, 42% could not live without being connected 24/7 and 71% often follow the latest news

Argentina results

The three most important things for Argentinians to be happy and satisfied with their quality of life are: to achieve a better standard of living, take notice of and enjoy the small things in life and have people in their life who really care about them. There are no significance differences between sex or ages.In terms of expectations:

  • 77% of Argentinians believe that companies and brands should play a role in improving their quality of life and wellbeing and 70% consider that companies and brands should be actively involved in solving social and environmental problems. These percentages are slightly lower than those recorded in the previous wave.
  • 56% believe that brands can play a role in improving their quality of life and the wellbeing of their family.
  • While Argentinians will recognize a brand’s role in the quality of life improvement, 66% believe that the change will come from people.
  • Only 27% consider that companies and brands communicate honestly about their commitments and promises.
  • Finally, 38% of Argentinians generally trust brands.

In Argentina meaningfulness varies across categories: Food and Consumer Goods are best valued. In contrast, Telcos, Finance & Insurance and Department Stores have the lower levels of meaningfulness. They have the greatest challenges in the future.

In terms of brands, comparing Argentina’s top ten brands with the Global top ten brands:Samsung, the first brand in terms of Global Meaningful Brand Index, has the second position in the Argentina Meaningful Brand Index. Consumer Electronics.La Serenisima continues to lead the ranking in Argentina.Dove, Gillette, Knorr and Philips have better position in Argentina than Global top ten.

Colombia results

In this country, expectations are really high, but those are not totally covered:

  • 87% believe brands should play a role in improving our quality of life and wellbeing.
  • And 72% think brands can actually play that role.
  • The risk is that just 47% feel brands are working hard at it (global average is 39%)
  • 65% declare they consider the impact of a brand on people’s wellbeing or the environment when they are deciding whether or not to buy it (globally this is just 43%)And even if this trust is not enough to be meaningful (as we saw just 47% of Colombians feel brands are working hard), it is a pre-requisite for brands to deepen connections and be allowed to play a meaningful role in people’s lives

In Colombia, meaningfulness varies across categories: Healthcare and Food are the most meaningful categories. Finance & Insurance scored lower on MBI. Healthcare is one of the worldwide “Star” categories.FMCG’s traditional brands remain amongst the top as they largely contribute to improve our daily lives.

  • Food is one of the most meaningful categories, attaining strong Attachment and Trust. This brands are especially meaningful for making our daily lives better prevailing the rational benefits of savings, convenience, health or better nutritional habits.
  • Technology is becoming increasingly meaningful worldwide. And in Colombia 1/5 declare they could not live without being connected 24/7; and 1/3 say they are always the first to try new products
  • The highest level of Advocacy is for Sony (92% of the people would recommend the brand to their acquaintances). This brand ranks 5th globally, enjoying the high meaningfulness and trust that the whole category shows.

 Peru results

  • In Peru, 50% of people would not care if the brands analyzed disappeared.
  •  52% of Peruvians think those brands notably improve their quality of life.

In Peru the most significant brands belong to the food and beverage industry (Gloria, Inca Kola and Nestlé), while globally the brands that stand at the top are those related to the tech industry (Google, Microsoft, Samsung and HP among others).

  • The level of interest in brands in Peru is higher than the global average:54% declare that they regularly seek out information about the behaviour of companies and brands, while worldwide it’s 37%.
  • 61% declare they consider the impact of a brand on people’s wellbeing when they are deciding whether or not to buy it (43% ww).
  • 62% declare they often buy from companies with a reputation for having a purpose other than just for profit (49% ww)

There is an opportunity for brands to offer a more holistic & meaningful approach, increasingly driven by personal wellbeing, delivering what really matters to people.So the widening polarization brings different challenges that require different approaches. More than ever, a “global approach” is key for global brands to adapt and respond to the context and expectations of each local market.

What: Five of the Top 10 Most Valuable Brands in LatAm are beer brands. Beer (+13%), Food (+21%) and Retail (+14%) brands show strongest growth, evolving to stay highly relevant as consumers become more prosperous.
Why it matters: Mexican brands raised from 29% to 33% in the last year, led by the strong market performance of beer brands, communication providers, retailers and financial institutions, accordig to the top 50 Most Valuable Latin American Brands 2014 ranking by Millward Brown. Mexican beer brand Corona resulted the most valuable brand in Latin America.

Photo: Amanda Graham, C.Commons
Photo: Amanda Graham, C.Commons

Mexican brands once again hold the greatest proportion of the top 50 Most Valuable Latin American Brands 2014 ranking, carried out by Millward Brown Vermeer and commissioned by WPP. The total brand value of the Top 50 declined 4.5% compared with 2013 – decreasing from US$135.3bn to US$129.2bn. Three sectors grew: Beer (+13%), Food (+21%) and Retail (+14%).

 

  • Mexican brands raised from 29% to 33% in the last year, led by the strong market performance of beer brands, communication providers, retailers and financial institutions.
  • Brazilian brands’ share of the Top 50 dropped from 28% to 24% after the country’s stock exchange experienced the second largest dip in the world.
  •  Chile, were well-positioned retail brands dominate, increased its contribution from 19% to 20%.
  • Colombia (16%) and Peru (4%) maintained their positions – financial institutions have the greatest representation in Colombia and beer in Peru.
  • Argentina (1%) is represented by oil brand YPF.

The Top 10 Most Valuable Latin American Brands 2014

beer.coronaFive of the Top 10 are beer brands, three of which grew in 2014, helping to bolster the ranking’s overall fall in value.For the second consecutive year Mexican beer brand Corona is the most valuable brand in Latin America, according to the BrandZ™. Now worth US$8 billion after a 21% increase in brand value, Corona’s continued strength reflects its solid brand positioning and the positive feelings consumers have towards it – both in Mexico and overseas.

There were six new entrants in 2014: Marinela (Mexican food brand), Ipiranga (Brazilian retail brand), Pilsen Callao (Peruvian beer brand), Tottus (Chilean retail brand), Banamex (Mexican financial institution) and Une (Colombian communication provider).

  • Modelo (+51%) has a deep understanding of its consumers, and builds on its differentiation.
  • The Liverpool department store (+30%) skilfully inserts itself into consumers’ lives (its slogan translates as ‘Liverpool is part of my life’) and makes its offer accessible to all.
  • Banorte (+59%) always seeks to deliver the best service through innovations in the customer experience – partnering with IBM to develop a more customer-oriented banking model, and launching an award-winning mobile app.
Rank 2014BrandCategoryBrand Value 2014 ($M)Brand Value Change YoYRank Change YoYCountry
1CoronaBeer8,02521%0Mexico
2SkolBeer7,0558%+1Brazil
3FalabellaRetail6,0848%+2Chile
4TelcelCommunication Providers5,308-19%-2Mexico
5BradescoFinancial Institution4,177-24%+1Brazil
6SodimacRetail4,10716%+8Chile
7TelevisaCommunication Providers3,62511%+8Mexico
8BrahmaBeer3,585-6%+3Brazil
9AguilaBeer3,565-9%+1Colombia
10ModeloBeer3,47751%+14Mexico

Responding to middle class needs

shoppingcartConsumer and retail brands have excelled at this – including Brahma (No.8), which created Brahma Fresh to compete against low price beers in the affluent north-east region, and retailers Falabella (No.3) and Sodimac (No.6) which increased 14% in value after successfully meeting the needs of the growing middle class.

Powerful local brands including Skol, Águila, Sodimac and Inca Kola all remained relevant to existing customers while also attracting new ones, by improving their offer. Bradesco (No.5) in Brazil, traditionally a bank for middle class consumers, improved its offer for low-end consumers, while Mexican Telcel’s (No.4) clear cross-class positioning of ‘Telcel is the network’ enabled it to hold on to a 70% market share – even after deregulation.

Geographical expansion boosts brand value

Mexico’s Corona and Chile’s Falabella have built sustainable growth by positioning themselves as Latin American brands abroad, and successfully competing in different markets. They will soon be followed by Colombian brands such as Bancolombia, Avianca, Grupo Sura and Brazilian brands such as Itaú, Sadia, Natura and Vale.

Eduardo Tomiya, Managing Director of Millward Brown Vermeer, says: “2014 was a very good year for consumer goods brands (9% growth) and retail brands (14% growth), which kept themselves highly relevant as consumers’ needs evolved. Brands that have positioned themselves successfully for middle class consumers increased substantially in value in the Latam region. Meanwhile those that failed to profit fully from consumers’ increased purchasing power, such as telecom brands, or which have had to restrict their brand building activities, like financial institutions, have seen their brand value drop.”

Gonzalo Fuentes, CEO of Millward Brown Latin America, says: “Latin America’s iconic local brands have achieved huge success through engaging with and representing the motivations of consumers in their ‘home’ country. Huge growth opportunities exist for those that start looking at the whole region as their playground, and work to become true Latam brands.”

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