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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

For prior Sales Leads editions, click here.

 

  • Petco

Petco announced it has selected New York-based Horizon Media as its strategic media agency of record in support of the company’s ongoing retail and marketing transformation efforts.The selection follows just weeks after Anomaly was named the company’s creative agency of record, and was the result of a review process initiated in the Fall of 2018 and managed by MediaLink.Horizon will begin working with Petco immediately to deliver fully-integrated media planning and buying across paid channels and strategic integration with both Anomaly and Edelman, Petco’s PR agency of record. Petco is a leading pet specialty retailer with more than 50 years of service to pet parents. The brand operates more than 1,500 Petco and Unleashed by Petco locations across the U.S., Mexico and Puerto Rico.  

 

  • Avocados From Mexico

Avocados From Mexico (AFM), is taking shoppers’ party spreads to the next level with its Guac Nation program. The No. 1 selling avocado brand in the U.S. is teaming up with RITAS and TABASCO® Brand to help consumers savor winning flavors during the Big Game. The program runs through February 3, 2019, and will offer 360 support to inspire avocado consumption and lift sales. Avocados From Mexico will also be returning with its fifth annual Big Game commercial on February 3. Guac Nation seamlessly ties-in to support AFM’s established shopper communications platform, Savor Every Moment. During the week of the Big Game last year, increased avocado consumption helped retailers reach a 4-year sales high of US$58 million2 of all commodities. With millions of consumers hosting Big Game parties, this serves as an opportunity for high avocado consumption. Guac Nation is leaning into that excitement and engaging shoppers as they prepare for game day, making avocados the star player on their shopping lists.

 

  • Chevron

Chevron, the second-largest integrated energy company in the United States, has put its global media planning and buying business in review. WPP has been the brand´s incumbent for 16 years.  Two unnamed competitors will be pitching against the incumbent, aacording to a party close to the review . WPP currently handles global media for three of the world’s four largest fossil fuel companies, according to Adweek. The latter review resulted in the formation of dedicated unit Team Energy, which consists of Ogilvy, Grey, VML, Mindshare, Essence, SocialLabs and Landor.>

 

 

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

 

  • Procter & Gamble

P&G is bringing more of its media planning and buying in-house in an effort to cut costs and improve profit margins, as well as bringing its marketers closer to the consumers they serve. There was not a formal review but an internal bid process, in which Incumbent media shops Hearts & Science and Carat and P&G’s own in-house team participated, according to Adweek. Procter & Gamble’s in-house agency has taken over a larger share of its media business in the US. P&G categories at stake included fabric care, oral care, feminine care, personal healthcare, home care, skincare and baby care. P&G spent US$2.75 billion on paid media in the U.S. in 2017 and just over US$2 billion from January to September 2018, according to Kantar Media.

 

 

  • Electronic Arts

American video game company Electronic Arts — which develops and publishes games like FIFA, Madden NFL and The Sims —has placed a big part of its´media business in-house while launching a media agency review to find a strategic external media agency partner.The marketer will handle digital, including search, social, programmatic and digital out-of-home; while its outside media agency will handle linear, broadcast and out-of-home media. All strategy and planning will continue to be led in-house.Incumbent Publicis Groupe’s Starcom will participate in the review.

 

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!)

 

Kasha Cacy has been named global CEO by Engine. Previously, she was U.S. CEO of Interpublic Group of Cos.-owned media agency UM.

 

 

 

 

 

Romina Rosado is leaving her position as SVP of Global Content at E! to become SVP of Digital News for Telemundo. Romina will lead the development and execution of all digital programs across Noticias Telemundo and Digital News.

 

 

 

 

Airbnb Inc. has named Ann Mather as the first woman on its board. Mather joins from Pixar Studios where she held the role of chief financial officer.

 

 

 

 

 

Pete Blackshaw is leaving Nestle to take over as CEO of Cintrifuse. He joined Nestle in 2011 as Nestle’s VP for digital innovation and service models.

 

 

 

 

 

Alex Bogusky has been appointed as chief creative engineer at  Crispin Porter + Bogusky. After swearing off advertising altogether 8 years ago, Bogusky returns to the agency world.

 

 

 

 

 

Zipcar has appointed Sherrill Kaplan as head of marketing. Kaplan joins from Dunkin’ Donuts and her mission will be to accelerate growth among Zipcar’s consumer, university and business customers.

 

 

 

 

 

With more than 25 years of experience in sports management, Tom Glick is joining the Carolina Panthers as team president on September 16. In his role, Glick will oversee the team’s day-to-day operations.

 

 

 

 

 

Carat has named two new client managing directors. Kim James will lead the Diageo portfolio and Grant Burke has been promoted to handle the Wickes and Debenhams accounts. James joins from Amplifi while Grant has worked at Carat for ten years.

 

 

 

 

Antonio Lucio has joined Facebook as CMO after three years as HP’s CMO. He also held the position at Visa and PepsiCo. He is starting on September 4th and replacing Gary Briggs since he announced his retirement in January.

 

 

 

 

 

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!)

Publicis Groupe chief data officer Jason Kodish has announced he’s stepping down after 13 years. Kodish first joined Publicis-owned Digitas in 2006, where he most recently served as global chief data scientist before he was repositioned last year as chief data officer.

 

 

 

 

 

Dentsu Aegis Network announced the appointment of Annette Warring to the role of Executive Client President for the General Motors (GM) account. Warring has more than 25 years of industry experience and a proven-track record for successfully taking top global brands to the next level.

 

                                                                                                                                                                                                                                                                                                                                                                                                                                          

 

Mike Tasevski has been promoted to VP, Market Development at Mastercard.

 

 

 

 

 

Christine Removille has joined Dentsu Aegis Network’s Carat as global president.  She will be responsible for supporting clients looking to re-position and boost digital interaction with consumers.

 

 

 

 

Havas Creative North America has appointed Kiran Smith as chief executive for Boston-based creative agency Arnold. Smith comes from  Brookstone where she held the role of chief marketer and prior to that, was vice president of marketing at Stride Rite.

 

 

 

 

 

 Sam Luchini has been appointed by FCB Chicago senior vice president-executive creative director to work on the Michelob Ultra business. Luchini joins FCB from Goodby Silverstein & Partners, where he was a creative director.

 

 

 

 

 

Matt Armitage, CEO of media company St Ives, will retire by the end of the current financial year to be succeeded by chief digital officer J Schwan. Armitage first joined St Ives as chief financial officer back in 2007 and was promoted to CEO by 2014.

 

 

 

 

 

Spotify has appointed Dawn Ostroff as chief content officer. Ostroff joins from Condé Nast and will lead all aspects of Spotify’s content partnerships across music, audio, and video.

 

 

 

 

Chief Creative Officer Vann Graves will leave J. Walter Thompson Atlanta to become director of VCU Brandcenter. Previously, Graves founded agency FL&G and was a creative director at McCann WorldGroup.

 

 

 

 

 

R/GA Chicago hired creative directors Sue Kohm and Lizette Morazzani. Previously. Kohm was a creative director and copywriter at Grey/Toronto and Morazzani joins from McCann Puerto Rico.

 

 

 

CEO Victoria Fox departs from M&C Saatchi Group. Fox is leaving the business after five years to pursue new opportunities in the industry, according to a statement.

 

 

 

 

 

dataxu has appointed TV Veteran Gary Savoy as Vice President of Media. Savoy brings nearly 30 years of experience in television and interactive advertising sales, business and product development from companies including Comcast, NBCUniversal, and AT&T.

 

 

 

 

 

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!)

Bárbara Pipan is the new marketing director of chocolates for Mondelēz Cono Sur. She will be responsible for the strategy of the brands Milka, Cadbury, Shot, Toblerone, Mantecol, Tita, and Rhodesia.

 

 

 

 

 

Masayuki Konose has been appointed president of Brother. Konose first joined the company in october of 2017, where he most recently served as senior marketing director of BMG for Latin America.

 

 

 

 

 

 

Marketer Marcelo Girotti has become the CEO of Grupo BGH. He joined the company in 2015 and comes from Global Crossing Latin America & Caribbean where he was CMO and sales VP.

 

 

 

 

 

 PepsiCo has hired Axel Flugel as new director of corporate affairs for Central and South America. Prior to this role, Flugel held the role of communications manager at Unilever.

 

 

 

 

 

Forcepoint just announced the appointment of  Wagner Tadeu as new sales VP for Latin America. Prior to this role he served as general manager for Latin America at Clicksoftware, Pure Storage and NetApp, as well as VP of Latin America at Symantec.

 

 

 

 

Pedro Saenger joins the company Veritas Technologies as regional VP of Latin America. In this role, Saenger will lead sales and marketing to create value for clients in all the dynamic markets of México, Central America, the Caribbean and South America.

 

 

 

 

 

Liz Moe has been promoted to the position of global executive director for the markets of EMEA and Latin America by Interbrand. Previously, she served as marketing and communications director.

 

 

 

 

Jaime Miller has been named the new CEO y general manager of Zonamerica Colombia. Prior to this, he held the role of commercial director.

 

 

 

 

 

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

For prior Sales Leads editions, click here. 

  • Procter & Gamble

American consumer goods giant Procter & Gamble has consolidated most media duties for its North American hair-care business with Dentsu Aegis Network’s Carat following a review, Adage reported. The review included Omnicom’s Hearts & Science, the incumbent on most of the business. Both Carat and Hearts & Science will continue to handle the bulk of P&G’s broader North American media account—business that was awarded after a 2015 review.

 

 

 

  • La Bonita Supermarkets

Last May 19, Las Vegas Lights FC returned home to Cashman Field to face top Western Conference foe Real Monarchs SLC. Fans were able to take advantage of a special offer from the club, in conjunction with one of the team’s proud local partners – La Bonita Supermarkets. Each single-game ticket purchased at any of the six La Bonita locations in the Las Vegas valley came with a free Lights FC scarf.“La Bonita is thrilled and honored for this partnership opportunity with Las Vegas Lights FC, and the impact it is creating within our community,” said Jose Martinez, La Bonita Supermarkets Vice President of Operations. Las Vegas Lights’ Steve Pastorino talked about their deal with La Bonita Supermarkets. While the deal was a boon for credibility in the Latino community for the expansion USL club and their brand, the real success was in getting non-Spanish speaking Anglo fans to go and check out the offerings at the chain.

  • Heineken

Amsterdam-based brewer Heineken, currently the world’s second-largest beer company, has been conducting a global review of the media planning and buying business.Heineken calls the process a “presentation,” but it more closely resembles a closed review between the company’s two global media partners: Publicis Groupe’s Starcom Worldwide and Dentsu’s Dentsu Aegis Network, Adage has reported.Heineken does not expect to consolidate media buying to a single agency, according to sources familiar with the matter.Apparently, this review does not include other brands in the Heineken roster like Dos Equis, Tecate, Newcastle or Amstel Light. Heineken spent US$173 million on paid media in the U.S. in 2017, according to Kantar Media, while the  brand’s global annual marketing budget is approximately US$450 million.

  • Colonial Life

Spanish-speaking consumers can now learn more about healthy living, employee benefits, and other workplace issues on a new Spanish-language consumer site from Colonial Life & Accident Insurance Company.As an enhancement to the company’s two-year-old WorkLife consumer website, the Spanish-language site will feature content on benefits and types of insurance, healthy living, finances and common workplace issues.“This website will be a valuable resource to Hispanic business owners and their employees,” said Dana Bagwell, director in growth markets at Colonial Life. According to the U.S. Census Bureau, the number of Latino consumers will increase 163 percent to 133 million by 2050. Colonial Life is investing in this population by improving the overall consumer experience and targeting high growth areas for Spanish-speakers.

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

  • Ibotta 

Free mobile shopping app Ibotta has appointed Los Angeles independent agency Mistress as agency of record, following a review. Mistress will handle creative, brand strategy, media buying and planning and social media strategy, tasked with developing campaigns to help Ibotta grow in 2018 and beyond.

 

 

 

 

  • Delta Air Lines

Delta Air Lines, Air France-KLM and Virgin Atlantic Limited have signed definitive agreements paving the way forward for their expanded trans-Atlantic joint venture. The joint venture agreement signed by Delta, Air France-KLM and Virgin Atlantic sets out the governance as well as the commercial and operational terms of the expanded trans-Atlantic joint venture.Upon completion, Air France-KLM will acquire a 31 percent stake in Virgin Atlantic currently held by Virgin Group for £220 million.Virgin Group will retain a 20 percent stake and Chairmanship of Virgin Atlantic.Delta will retain its 49 percent stake.Delta, Air France-KLM and Virgin Atlantic will now coordinate efforts to secure the appropriate regulatory approvals.The airlines’ expanded joint venture will become the preferred choice for customers travelling across the Atlantic. Customers will also benefit from the co-location of facilities at key hub airports to improve connectivity and access to each carrier’s airport lounges for premium passengers.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

A summary for Corporate Marketers, Media Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Daniela Landa at daniela@portada-online.com.

  • Mondelez

Snack and beverage multinational Mondelez has put its US$200 million North America media planning and buying account up for review. Carat, which won the account in 2015, is the incumbent and will participate in the review, Ad Age reports. The account had previously been handled by Starcom MediaVest. In addition to handling North America media, Carat also does media planning and buying for Mondelez across much of Europe. In all, Mondelez spends about US$1.5 billion marketing its products around the world, according to Greg Paull, co-founder and principal at consultancy R3.

 

 

  • Dunkin’ Donuts

Dunkin’ Donuts has launched a creative review. Hill Holliday has served as the Dunkin’ Donuts’ creative agency of record since 1998. Hill Holliday also handles media buying and planning for the brand, which is not part of the review. It’s not immediately clear whether the incumbent accepted the brand’s offer to defend in the review. A spokesperson for Hill Holliday directed inquires back to the client.

 

 

 

  • Perfetti Van Melle

Perfetti Van Melle, the maker of Mentos, Airheads and other candy and gum brands has appointed Havas Media as its U.S. media agency of record, Adweek reports.The review included incumbent Carat. Out of its Boston office, Havas Media will develop strategy, insights and digital content to promote Mentos and Airheads nationally.Perfetti Van Melle spent around US$29.5 million on measured media in the U.S. last year and over US$10 million in the first six months of 2017, according to Kantar Media.

 

 

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision-makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Ana G. Mendez University System

Agency, Latin2Latin Marketing + Communications, (L2L), has been named the U.S. agency of record (AOR) for Ana G. Méndez University System (AGMUS), a pioneer and leader in dual-language education with campuses in Orlando, Tampa, South Florida, Dallas and Maryland, as well as a culinary school in Washington, D.C.Other high-profile clients recently joining the Agency include Trustbridge Hospice, Latinarrific, Novus Shoes, GYM GUYZ Fort Lauderdale, Elements Massage Fort Lauderdale, The Surgery Center at Doral, Dr. Doggie-Victor Oppenheimer, MARC Institute and South Florida Symphony Orchestra. These are in addition to existing partners, including Badia Handto Shoulder Center, Hispanic Unity, Northwell Health-Lenox Hill Hospital, OrthoNOW Orthopedic Urgent Care Center and PBS Kids.As the AOR for AGMUS in the United States, L2L is responsible for building awareness and driving enrollment for both the university and its unique dual-language model of higher education.  L2L embarks on a further expansion of services by acting as the U.S. marketing arm of Puerto Rican and Latin American corporations and organizations seeking expertise in the United States.

  • CMPB

The California Milk Processor Board (CMPB), creators of the iconic got milk? campaign and its Spanish-language counterpart Toma Leche, are making the holiday season bright with fun family activities, milk and snacks and the popular El Chavo characters dressed as Los Tres Reyes at retail locations across California beginning Dec. 8 through Dec. 21 and from Jan. 4 to Día de Los Reyes (“Kings Day”) on Jan. 6.At participating retail locations, grocery shoppers preparing for the holidays will be able to enjoy a quick snack paired with milk at Toma Leche sampling stations, and partake in celebratory holiday activities including arts and crafts and a Rosca Spin Wheel for a chance to win prizes including Toma Leche and El Chavo tote bags, notebooks and more. Customers at more than 120 Vallarta Supermarkets, El Super, Northgate, Arteaga’s and La Preciosa retail locations throughout California, including Los Angeles, Bakersfield, Fresno, San Diego, San Francisco, Salinas and Sacramento, will be treated to a holiday snack paired with a glass of milk while they shop for holiday meal essentials. The most-watched show on Mexican television, El Chavo was known as a courageous kid in and out of trouble, who entertained generations of fans across Latin America.

  • Amazon

Major ad agency holding companies Publicis, Omnicom and WPP plan to increase their ad spending with Amazon to upward of $800 million, collectively, according to a Wall Street Journal report, citing sources. The Journal says WPP, which currently spends about $200 million annual with Amazon on behalf of its clients, could increase that by 40% to 50% in 2018. Likewise, Publicis also currently spends about $200 million and plans to boost its ad spending to about $300 million next year. Omnicom, which spends about $100 million, is expected to double that amount next year.In the U.S., Amazon expects to generate US$1.65 billion in ad revenue in 2017 and that amount is projected to increase to US$2.35 billion in 2018, according to eMarketer estimates.

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Daniela Landa at daniela@portada-online.com.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Baristas

Baristas Coffee Company has expanded its advertising to target US Hispanic-Americans with Spanish TV spots on Telemundo, Galavision, Fox Deportes, CNN Espanol, ESPN Deportes, and Spanish speaking radio stations. The Spanish speaking advertisements focus on Baristas White Coffee single serve cups compatible with the Keurig 2.0 brewing system. Baristas recently kicked off a national multi-faceted advertising campaign which combines digital display advertising, Television, and Radio driving traffic directly to Amazon on Fox News, CNN, ESPN, Food Network, Cosmopolitan Magazine and Sports Illustrated. Also, Baristas has included a broad reaching terrestrial (over the air) radio campaign on over 120 stations nationally utilizing the top radio platform in the country. In addition, Baristas added Spotify to its campaign currently underway. A media plan has been developed extending out over the next 6 months focusing on the expanding Baristas White Coffee product line as well as other Baristas products soon to be announced. Baristas has also partnered with Amazon to offer the only White Coffee single serve cups compatible with the Keurig® K-Cup® Brewing System 2.0.Based on research from the National Coffee Association (NCA), coffee consumption is stronger among Hispanic Americans than non-Hispanics. Hispanic-Americans help drive growth in U.S. coffee consumption, leading the way in growing coffee consumption in the United States. Baristas’ CEO Barry Henthorn told Portada the company handles media placements in-house along with long term relationships.

  • Chrysler

The Chrysler brand is launching a new campaign to share key features of the all-new Chrysler Pacifica with Hispanic customers.Hero” is a 30-second commercial featuring Pablo, a young boy attempting to impress the girl next door. Pablo utilizes Pacifica’s functionality, versatility, technology and bold styling to make the ride to school with his neighbor much more special. “Hero” will run across television, digital and social channels and will be also available on the Chrysler brand’s official YouTube channel.The campaign will air in top Hispanic markets including Austin, Chicago, Dallas, Houston, Fort Myers, Los Angeles, Las Vegas, Miami, New York, Orlando, Phoenix, Sacramento, San Antonio, San Diego, San Francisco, Tampa and West Palm Beach.Chrysler’s “Hero” campaign was made in conjunction with Alma DDB. UM/Identity is Chrysler’s Media Buying Agency.

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Nestlé

This summer Nestlé is inviting fans to the fascinating world of NERDS® ¡Lucha Grande!, filled with new bold and intense flavor combinations inspired by the classic Dulcerías, Spanish for ‘candy store,’ of your childhood. Alongside new flavors of beloved brands LAFFY TAFFY®, FUN DIP® and PIXY STIX®, NERDS® ¡Lucha Grande! hits store shelves this summer, offering fans a variety of tangy new flavors like the tongue-twisting pucker of Mango Chile and mouthwatering cool of Cucumber Watermelon. NEW items include: NERDS® Guava and Mango Chile & NERDS® Lime and, LAFFY TAFFY® Guava & LAFFY TAFFY® Pineapple , FUN DIP® Mango Lime & FUN DIP® Cucumber Watermelon and PIXY STIX® Cucumber Watermelon, PIXY STIX® Mango Lime & PIXY STIX® Pineapple.With 2016 sales of US$9.7 billion, Nestlé USA is part of Nestlé S.A. in Vevey, Switzerland. In 2013, GroupM won Nestlé ‘s U.S. media planning and buying business.

  • Mindshare absorbs Ogily-Neo

Mindshare, both a WPP and GroupM agency, will absorb Ogilvy’s digital media agency Neo, as part of a continuing consolidation of agencies, MediaPost reports. Ogilvy is also under the WPP umbrella. A few weeks ago, GroupM media agency Maxus was folded into its other media agency MEC. Founded in 2006, agency Neo will now be part of Mindshare’s newly-formed Performance Group. Neo’s management will become part of the Mindshare Performance Group. Nasreen Madhany, Neo’s global CEO, and Bradley Rogers, global COO, will hold the same roles in the Performance Group and will also join the Mindshare leadership team.

 

  • Chevrolet LMAs

The Chevrolet Local Marketing Associations around the country have shifted their media buying business to Carat, part of Dentsu Aegis. U.S. International Media was the incumbent on the business.The Chevy LMAs spent around US$238 million on ads in 2016 according to Kantar Media.

 

  • Casamigos

George Clooney is selling his  tequila brand Casamigos  to Diageo for a US$1bn. The takeover is expected to close during the second half of the year. Casamigos ‘translated as House of Friends’ was initially formed as a private collection of tequila’s for the friends and family of Clooney and Gerber but sales boomed in 2013 when the pair made the label public.Clooney will remain in place along with co-owners Rande Gerber and Michael Meldman. Diageo ows other well-known tequila brands such as Johnnie Walker, Cuervo, Crown Royal, J&B, Captain Morgan, José Cuervo, Buchanan’s, among others.

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

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A summary of the most exciting recent news in online video and ad tech in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKETS

Time Inc. has launched PEN, a free online video network that will feature content from People and Entertainment Weekly. The network will be supported by advertising and will broadcast more than 300 hours of original programming in the first 12 months of operation.  Time Inc’s library of shows from its properties like Time and Sports Illustrated will also be included in the programming.

Defy Media Inc., the company behind web video channels like Smosh and Clevver, has raised $70 million in a funding round led by Wellington Management in its attempt to fuel its growth in the online video market.

Hubspot‘s 2016 State of Inbound report revealed interesting insight regarding online video today: 49% of 18-24 year olds say that they’re watching at least 3 hours of video on YouTube a week, and 48% of marketers say they have plans to add YouTube to their content strategy in the next year. Facebook’s efforts in the online video department are also paying off: 39% of marketers said they’d be increasing their Facebook Video content during the next year.

Get ready for the 2017 Online Video Marketing Guide to be published on October 25, 2016 with the latest stats/projections and intelligence on the Ad-Driven Online Video market (OTT) throughout the Americas. To align your brand with this important annual reference and thought leadership report, please contact Portada’s Sales and Marketing Director Kelley Eberhardt at kelley@portada-online.com.

Twitter has announced a new application for Apple TV, Amazon Fire TV and Microsoft’s Xbox One that will offer free content on major streaming TV services. Content will include Twitter content, and access to the Vine and Periscope apps, as well as 10 National Football League games, Bloomberg News. Users do not need a pay-TV subscription or Twitter account to access it.

Lions Gate Entertainment Corp. has announced a deal with Vimeo to offer online services to its customers, making Lions Gate the first Hollywood Studio to license its television content to the online video platform. Vimeo will be allowed to run Lions Gate’s complete set of television series, including hits Orange is the New Black, Weeds, Nurse Jackie, and Mad Men .

PORTADA RESEARCH: Hispanic Online Video Ad Market to Soar to US $450 million. In a new report Portada estimates that the Hispanic Online Video Ad market volume will climb to US $450  million by 2020. Particularly high growth is to be expected by branded content videos. Among video ad-tipes, in-stream will continue to have the largest share, although out-stream will grow at a higher rate.

In celebration of Hispanic Heritage Month (9/15/16 – 10/15/16), huluHulu is premiering a lineup of programs, including Univision programs and novelas like Despertar Contigo, El Color de la Pasión, and A Que No Me Dejas, as well as season two of La Banda, the hit singing competition series created by Simon Cowell (The X Factor, America’s Got Talent) and produced by Ricky Martin.

This week marked the launch of Puros Autos Network, an online editorial platform that will cover the automobile market for  the 30 largest markets with a Hispanic population of 30% and higher.

CafeMedia has announced the relaunch of MamásLatinas.com, the first-ever bilingual online destination dedicated to connecting, entertaining and empowering Hispanic moms. Reaching more than 5 million monthly unique visitors, the refreshed MamásLatinas serves the culturally unique interests and needs of Latina moms.

Outstream video platform Teads has acquired Brainient, a company that specializes in advanced dynamic creative technologies for video and mobile. The acquisition will help Teads form the only global solution for creating and distributing interactive videos at scale and will help bridge the disconnect in the video market between data, creative and the media.

LATAM MARKET

Discovery Communications has launched DNews en dnewsEspañol, marking its first Spanish-language digital native YouTube channel. Presented by Discovery’s online brand Seeker, the online network is available worldwide, but is targeting online viewers in Latin America, the US Hispanics and Spain.

A report released by Carat claims that global advertising spend is projected to reach $548.2 billion by the end of this year—a 4.4% (or $23 billion) increase compared to 2015, and that Latin America will experience the highest yoy growth, with a projected increase of 10%.

SES S.A. has announced that Arqiva, a communications infrastructure and media services company, has contracted a C-Band transponder on SES’s NSS-806 satellite for the distribution of premium HD sports content in English across Latin America and the Caribbean.

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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 Jennifer Chan at 347-840-1311 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!

For prior Sales Leads editions, click here.

  • Diageo

descarga (5)Consumer goods companies Diageo, which owns a wide portfolio of world-famous drinks brands, is conducting a global media agency review. The company spends an estimated US$2.3 billion a year on media. Dentsu Aegis Network’s Carat currently handles the largest portion of the assignment, including the U.S., which it won after a review in 2010. The company’s portfolio includes six big global brands: Johnnie Walker, Smirnoff, Tanqueray, Guinness, Captain Morgan and Bailey’s, as well as other regional brands. Diageo spent US$105 million on measured media in the U.S. last year, according to Kantar Media.

  • Western Union

descargaMoney transfer leader firm Western Union is conducting a global media agency review of its US$100 Million Media Business. It is still unknown whether incumbent agency Gravity Media will participate in the review. In the U.S., the company spent around US$20 million on measured media, according to Kantar Media, down from nearly US$40 million in 2014.

 

  • Purina

CiRBQx_WkAA3-u5Nestlé Purina PetCare Company is teaming up with former pro quarterback and current football analyst Brady Quinn and his wife, Olympic gymnast, Alicia Sacramone Quinn to celebrate National Pet Month by asking people to Roll Over Hunger and help feed shelter pets during the month of May. Pet lovers everywhere can participate in the Roll Over Hunger challenge by uploading a photo or video of themselves or their pets rolling over to www.RollOverHunger.com, and sharing their photos and videos on social media using #RollOverHunger. For every photo or video uploaded to the website during the month of May, Purina will donate US$2 to the Petfinder Foundation, up to US$50,000, to feed shelter pets in need. The Quinn’s will host a Twitter chat on Tuesday, May 3 at 3:30 PM ET to share more about the campaign. Pet lovers on Twitter can participate in the conversation and learn more about how to get involved by following #RollOverHunger. Consumers can visit www.RollOverHunger.com to learn more about the initiative and receive a US$10.00 Purina coupon through an instant win game.

  • Allstate

o1jbwvpS_400x400Allstate Insurance Co. is refreshing its tagline after more than 60 years with its new campaign: “It’s good to be IN Good Hands.” The change aims to modernize the 85-year-old brand for young consumers. The effort will include a series of TV spots featuring celebrities including Tim Gunn, Adam Devine and Leslie Jones, all of whom are popular within millennials.The campaign includes four 30-second spots. Leo Burnett worked on the campaign.The ads will run through the remainder of the year. Allstate, which services more than 16 million households and has total assets of US$104.7 billion, plans to support the campaign with social media, digital video and display and streaming radio.

 

  • Western Union/ Azteca America

la (1)Azteca America, which announced at its Upfront last month that it would be incorporating Real-Time Participatory Media (RPM) into its programming, has signed its first sponsor for the service. Western Union, a leader in global payments services, has kicked off a two-week promotion — tied to Mother’s Day — that showcases Azteca’s capability to deliver high-level engagement between viewers and shows. Western Union is sponsoring RPM activities during “Escape Perfecto,” which airs during Azteca America’s popular 7 PM family game show hour, “La Hora Ganadora.” Starting May 4th, viewers were invited to participate in “Celebrando a Mama,” and answered Mother’s Day-themed trivia where they were asked: “What was the best gift you gave your mother?” Western Union’s sponsorship includes a branded quiz capsule, Western Union logo placement and a 30-second Western Union TV spot.

  • Wonderful Pistachios

5x7 Hashtag-v1Wonderful Pistachios announced that Jared Borgetti, soccer player and goal scorer for the Mexican National Team, will serve as the brand’s ambassador for a series of activations in celebration of this summer’s international soccer tournament taking place across the U.S. Borgetti will help build and foster awareness of Wonderful Pistachios as the game day snack among passionate soccer fans, and promote smart snacking during sporting events and active living among U.S. Hispanics. Borgetti will participate in a series of events hosted by Wonderful Pistachios during the most important soccer tournament of Latin America played this summer. During each activation, Jared will sign autographs, interact with fans, present donations to local junior soccer leagues and offer media interviews. Additionally, attendees will have the opportunity to win premium giveaways. The first event will take place in Houston on May 19, followed by San Antonio on May 20 and Los Angeles on June 3. Social media users will also have the opportunity to join in the excitement by following exclusive content produced by soccer enthusiast and social media influencer Jorge Perez known as “Soccer Machine” and following the hashtag.

Join us at PORTADA Mexico!

Join us at PORTADA Mexico!

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. 20 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-840-1311 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • Smucker Co. /Carat USA

descarga (2)Carat USA has added The J.M. Smucker Co. account to its clients’ roster following a review. CARAT already handles U.S. media planning and buying for Smucker’s legacy brands ( Folgers coffee, Jif peanut butter and Smucker’s jams and jellies.) Now the agency adds those chores for Canada as well, including North American duties for Big Heart Pet Brands, acquired by Smucker last year. Milk Bone and Meow Mix rank among Big Heart’s best-known products.The portion of Smucker’s business that is moving to CARAT is estimated in access of US$40 million, more than doubling the shop’s overall assignment for the client.

  • Banquet 

descarga (1)ConAgra Foods has reintroduced its Banquet frozen food brand adding 25% more food, better protein and ingredients, a new logo and packaging, and higher prices. ConAgra’s agencies Spark and DDB California will put Banquet back to TV, since 2009, with a new campaign which celebrates hard work and passion of American families and Banquet’s commitment to improving our meals. The ads convey Banquet’s new value proposition.The campaign’s biggest obstacle may be growing consumer preference for fresh foods.

  • Pantene #DadDo 

CaYZMDqWIAADRCmPantene is promoting its ‘Strong is Beautiful’ campaign by celebrating the next generation of strong women.The brand has partnered with NFL dads, New Orleans Saints’ Benjamin Watson, Pittsburgh Steelers’ DeAngelo Williams and Dallas Cowboys’ Jason Witten, to help give dads the tools to spend more quality time with their children. For that purpose, Pantene will release a series of four how-to videos and one :30 ensemble commercial featuring Watson, Williams and Witten styling their daughters’ hair. Their Dad-Dos include the ‘Curtain Call,’ the ‘Who Dad-Do,’ and the ‘Daddy and Angel Bug’s Magnificent Pigtails.’#DadDo videos are available in Pantene’s YouTube channel.

  • Nature’s Path

descarga (4)Organic cereal company Nature’s Path is launching a major marketing campaign inviting consumers to enjoy their path to healthy living. Starting January 2016 with the theme, #OnMyPath, the Company’s new campaign comprises of two phases with the first kicking off with a national, US TV spot and chance to win 1 of 3 adventure tours with the National Parks Foundation. Phase two of the #OnMyPath campaign unveils May 2016.The TV concept was led by Macias Creative in partnership with Reslen+.The TV spot is complemented with a nationwide contest in which consumers have the chance to win 1 of 3 adventure holidays through the National Parks Foundation .

  • Redd’s

zLefiG_H_400x400Redd’s unveiled the new “Limited Pick”, a series of special release ales each available for a limited time. The 2016 special releases will feature three exciting ales over the course of the year: Redd’s Cranberry Ale, Redd’s Blueberry Ale and Redd’s Ginger Apple Ale.Like the original Apple Ale, the Limited Pick flavors are five percent alcohol by volume, each adding a unique twist to the signature crisp apple taste Redd’s is known for.Redd’s Cranberry Ale will kick off the release of the series in February, followed by Redd’s Blueberry Ale in April, and rounding out the year with Ginger Apple Ale in September. All beers will be available for a limited time only while supplies last.Redd’s Limited Pick flavors will be available nationwide at most grocery and convenience stores in 6-pack 12 oz. bottles and 16-ounce cans and in the Variety Pack.

 

  • WomenHeart & Burlington Stores 

CaMAzfUWcAAoRYRRetailer Burlington Stores and WomenHeart are teaming up to educate women nationwide about the importance of their heart health. Throughout the month of February, Burlington Stores & WomenHeart are joined by talk show host Wendy Williams to serve as the voice and supporter of the #HealthyHeartSelfie Challenge.On February 5th from 11 a.m. to 3 p.m., 47 Burlington store locations across the country will host free women’s heart health screenings in partnership with WomenHeart. Customers will have the opportunity to get their blood pressure, pulse and BMI checked by a certified health professional, talk with WomenHeart Champions, and receive bi-lingual (English/Spanish) women’s heart health information and tips for living heart healthy. Each day throughout February, people are encouraged to check the hashtag #HealthyHeartSelfie for fun and health tips fromWendy Williams, Burlington Stores and WomenHeart.

 

 

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

 ::: Manuel Aguilera – Hispanopost.com ::: Red Hat, Inc. – Carlos Bustos ::: Guido Righetti  – Carat and Vizeum ::: Starcom  MediaVest Group Argentina – Guillermo Bonmatí  ::: Renata Lena and André França –  WMcCann Brazil  :::

Click here for previous Latam Changing Places editions

2d991a7Spanish Journalist Manuel Aguilera, former Director of Spanish-language newspapers El Mundo.es/America, Univisión.com and Diario las Américas, will lead the new editorial project Hispanopost.com: an emerging online platform distributing editorial and multimedia information, based on investigative and citizen journalism that provides relevant, rigorous and quality content, highlighting the main topics Spanish-language audiences around the globe feel concerned about. By his side stand Mark Wieting, Chief Editor of Hispanopost.com and Juan Pablo Herranz, Business Development Director of HispanoPost Media Group, among a large net of worldwide correspondents willing to report ” the other side of news.”

Carlos Bustos_01Red Hat, Inc., provider of open source solutions, has announced the appointment of Carlos Bustos as Country Manager of Red Hat in Chile. In this role, Burns will be in charge of all operations in Chile and will help to develop Red Hat presence regionally. He will report to Germán Soracco, regional director for South America, Central America and the Caribbean Region. Carlos comes to Red Hat with an extensive experience in the technology industry, after having  worked in companies like Novared, Microsoft and AT&T Latin America.

q9W9p93n_400x400As a result of Dentsu Aegis Network growth in Argentina, Guido Righetti has been appointed Chief Operating Officer of Carat and Vizeum. Guido will lead operations of both agencies, with the aim of maintaining identity and independence of each of them. Prior to this appointment, Guido was Managing Director at Vizeum.

 

 

descarga (1)Following Guillermo Tafets departure last November, Starcom  MediaVest Group Argentina has announced the appointment of Guillermo Bonmatí as CEO of the company. Bonmatí will be based in Buenos Aires, where he will direct operations and report to Monica Gadsby, CEO US Multicultural and LatAm. Bonmatí has been part of SMG since 2008. Most recently, he was director of the Coca-Cola account for Latin America.

descargaRenata Lena and André França are the new media directors at WMcCann Brazil.

Lena will head Nlab, a partnership between WMcCann and FLAGCX, which acts as an integrated media and business intelligence team to boost strategies for the Nestlé brand. With over 15 years of experience, Lena comes from DM9DDB. She will focus on Nestlé.

França will be media director for Latam Airlines and MasterCard accounts. Prior to LOV, he served as VP of digital media. He also served in Nestlé Brazil, where he was responsible for leading the brand communication of the company.

What: Procter & Gamble has shifted most of its media business from Publicis Groupe’s Starcom MediaVest Group to Dentsu Aegis Network’s Carat (a planning incumbent) and Omnicom Media Group.
Why it matters: OMD will be the primary agency supporting the majority of P&G’s product categories, with Carat supporting the others. P&G is the largest U.S. advertiser.

kYrPoJnL_400x400The packaged-goods giant Procter & Gamble has completed the North American media agency review it began in May, shifting most of its business from Publicis Groupe’s Starcom MediaVest Group to two other agencies — Dentsu Aegis Network’s Carat (a planning incumbent) and Omnicom Media Group. Of the two, Omnicom Media received the bigger share of business.

The company said in a statement that “OMD will be the primary agency supporting the majority of P&G’s categories, with Carat supporting the others.”

Publicis  lost all of the P&G business in North America with the exception of its divestiture brands, while Starcom Mediavest Group will remain P&G’s primary media buyer/planner outside the United States, retaining only a portion of the P&G brand portfolio within the U.S.–and those pieces of business will soon leave the P&G family altogether.

Starcom will continue to work on Duracell, cosmetics, fragrances, and some hair products in the US and Canada. It will continue to handle media for P&G outside of the US, which makes up about 40 per cent of the global business.

P&G spent about US$2.66 billion (£1.77 billion) on measured media in the US last year, according to WPP’s Kantar Media.

MediaCom, part of WPP, also participated in the review.

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. 8  NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

Click here for prior Sales Leads issues.

  • Smirnoff

i7qkU692_400x400Live Nation Entertainment company has announced a global partnership with Smirnoff, which thanks to this strategic deal, will become the official vodka sponsor of 26 music festivals around the world. In partnership with Live Nation, the brand will create experiences that bring artists and fans even more closer through the excitement of being part of one festival. In addition, Smirnoff will develop unique content to share with fans worldwide through social channels related with the brand and festivals including its “Smirnoff Sound Collective”. Taking advantage of this sponsorship, the brand will promote among consumers both inside and outside events, so fans have more opportunities to be part of the Live Nations festivals. Live Nation produces more than 25 festivals in the US and more than 50 worldwide, with exciting artists and diverse audiences in countless musical genres, from electronic dance music (EDM) to alternative, independent, rock and country.

      • Harley-Davidson

1casUGa3_400x400Harley-Davidson has relased its new campaign featuring real riders hanging out in drainage viaducts, doing donuts and wheelies, jumps, ice racing, and dirt racing on Street 750 motorcycles.The new effort includes TV, print ads, online ads, and social media. The broad theme, evoked by the #RollYourOwn social link, is that not only are H-D riders different, but what they do on their bikes is not what you think. The 60-second launch ad shows, among other things, footage of Street 750 dirt and ice racing during the winter and summer ESPN X Games. The ad has double-entendre headlines and Twitter links for each piece of footage: “Man Cave” for the guys in the viaducts; “Fast Tracker” for a racing-tuned Street; “Ice Carving” for the footage of the X Games ice racer; “Hang Over” for a guy doing jumps; and “Morning Donut” for a guy doing donut spins; and black market for what he spelled out on the pavement, US$99, the monthly nut for a Street 750. The ads were co-developed and shot by Minneapolis-based Wolfes LLC. The two TV spots broke March 4 and will continue to air on NCAA Men’s Basketball, as well as on theCHIVE and Heavy.com. Also as part of the campaign, fans and riders are encouraged to share their “Roll Your Own” experiences across Harley-Davidson’s social channels using the #RollYourOwn tag-line.Harley-Davidson also is readying another campaign with partner Marvel, around the forthcoming “Avengers, Age Of Ultron,” which kicks off March 6.

      • Modelo Especial

LOGO_MODELO_2__400x400Modelo Especial, one of the fast-growing beer brand in America, will soon break its first national English-language campaign as it seeks to grow beyond its loyal base of Hispanic drinkers.The campaign, which includes two TV ads, continues a tagline the brand has had in place for a while that encourages consumers to “discover the Especial.” One TV spot describes the brew as a “high-quality, honest beer,” while touting its clear bottle that “shows off its character.”The goal is to introduce the brand to a wider audience. Modelo Especial edged out Heineken, which posted US$739 million in sales after 3% growth during the period.The move comes after Constellation late last year shifted creative ad duties on Modelo from Omnicom’s Goodby Silverstein & Partners to WPP’s Ogilvy & Mather, Chicago. But for the new TV ads, Constellation used a production company that made the ads based on a brand “manifesto” developed by Goodby and La Comunidad, which remains Modelo’s Hispanic agency. Horizon is Modelo’s Media Buying Agency.

 

      • Safelite AutoGlass

97d4ddcd3138c9d40878df3231ad41a9_400x400Safelite AutoGlass, a unit of Belron that operates in all 50 states, has broken off its media planning and buying account and awarded it to Havas Media after a review. Previously, the business had been handled by Ron Foth Advertising, which also creates ads for Safelite, including social media marketing. Foth continues as lead creative agency.Safelite’s media spending totaled nearly US$30 million in 2013 and about US$23 million in the first nine months of last year, according to Kantar Media. The assignment spans traditional and digital media, including social media.

      • Johnnie Walker

imagesJohnnie Walker’s premier Blue Label blend has unveiled a prototype “smart bottle” that enables the brand to send targeted, personalized marketing messages to consumers.Printed sensor tags in the bottle’s label have technology called OpenSense, which uses smartphones’ near field communication (NFC) capabilities.Whether they’ve invested in a bottle, or are simply lingering near one in a store, consumers can read the tags with any NFC-enabled smartphone to see promotional offers, cocktail recipes or branded content.The technology, created by Norwegian printed electronics company Thinfilm with Diageo Technology Ventures, was introduced at the Mobile World Congress in Barcelona.The technology also lets Diageo track bottles’ movements across the supply chain, in stores and wherever it’s being consumed, and detect whether a bottle is open or still sealed.The prototype bottle is the first initiative to come out of Diageo Technology Ventures.

      • Pfizer

ceca9b6e9b2c3af656aad2448e034455_400x400Pfizer has shifted US$100M planning account to Carat. Planning for the company’s brands such as Advil and ChapStick, which are part of its consumer healthcare division, will shift from MDC’s Assembly to Dentsu Aegis’ Carat. Read more.

 

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

Join us at PORTADA Mexico!

What: Pfizer has shifted its media planning to agency Carat, part of the Dentsu Aegis Network.
Why it matters: Brands such as Advil and Chapstick, housed within the consumer healthcare division, will shift from MDC’s Assembly to Carat.There will be a transition period before Assembly officially exits the business.

ceca9b6e9b2c3af656aad2448e034455_400x400Pfizer has awarded its media planning to agency Carat, part of the Dentsu Aegis Network.

Planning for the company’s brands such as Advil and Chapstick, housed within the consumer healthcare division, will shift from MDC’s Assembly to Carat, which already handles all of the client’s media buys and planning for its other units.

The shift was made in the midst of several executive changes at the client last year including the departure of Brian Groves in November. Albert Bourla, a new group president, was appointed to oversee the company’s healthcare, vaccines and oncology units. Sales at the consumer healthcare operation also decreased. In the fourth quarter, revenue at the unit was up just 1% and for the full year 2014 it was up 3%.

Pfizer spends between US$600 to US$700 million annually on ads, and about US$100 million earmarked for the Consumer Healthcare division.

There will be a transition period before Assembly officially exits the business.

Join us at PORTADA Mexico!

 

Mediacom has won  the P&G digital business for  Latin America and the Caribbean, sources confirmed to Portada. The business used to be done by Starcom MediaVest Group.

bdy2jN5__400x400After a tight tender in which various media agency networks participated and which lasted almost six months , Mediacom has been awarded Proctor and Gamble digital business in Latin America and the Caribbean – with the exception of Brazil. P&G Latin Americas Digital expenditure is close to US$ 50 million annually. Mediacom is part of the WPP Group.

Mediacom will replace Starcom MediaVest Group in the role, handling all P&G’s digital communications including social media, mobile, Facebook and others.

While neither Mediacom nor P&G has confirmed anything, sources told Portada that the appointment is real, although it has not been formally announced. To Starcom the loss of the P&G digital account comes at a challenging time, as earlier this week Starcom Media Vest lost Telefonica’s Latin America media buying and planning business to Havas.

The appointment comes during a period of change for P&G, which last week announced it will be splitting Duracell into a separate company.

What: Carat has been awarded MasterCard’s media business in all markets except Latin America.
Why it matters: Universal McCann will retain the business in Latin America.UM has been in charge of global media planning and buying in Latin America since 2010.

mastercardcaratCarat will be MasterCard’s new global media agency. MasterCard will retain UM only in Latin America.

In 2010, MasterCard consolidated global media planning and buying by adding the US to UM’s responsibilities to manage the business abroad. The news of Carat’s addition was not so welcome for UM as it has been supporting the business for a couple of years.

For Carat, this creates an opportunity to run a new business. Another major success for Carat  was to win the General Motors account in 2012. Other accounts include include Macy’s, Danone and Sony business in the US. Parent group Aegis has also won Reckitt Benckiser.

It is estimated that MasterCard spent US $126.6 million on domestic measured media in 2012 and about US $250 million globally.

The Mastercard review came down to a group of finalists which also included a team from WPP’s Group M and Omnicom’s PHD, months after then-Chief Marketing Officer Alfredo Gangotena assumed his post.

Raja Rajamannar The company’s new CMO Raja Rajamannar (photo) put the business in review as well. “At this time we can confirm that Carat has been awarded the consolidated media business in all markets except Latin America. Universal McCann will retain the business in Latin America. The integrated McCann XBC team will continue to support MasterCard in other marketing activities, including creative, digital and sponsorships/partnerships,” the company’s spokeman said.

 

What: Carat has been awarded MasterCard’s media business in all markets except Latin America.
Why it matters: Universal McCann will retain the business in Latin America.UM has been in charge of global media planning and buying in Latin America since 2010.

mastercardcaratCarat will be MasterCard’s new global media agency. MasterCard will retain UM only in Latin America.

In 2010, MasterCard consolidated global media planning and buying by adding the US to UM’s responsibilities to manage the business abroad. The news of Carat’s addition was not so welcome for UM as it has been supporting the business for a couple of years.

For Carat, this creates an opportunity to run a new business. Another major success for Carat  was to win the General Motors account in 2012. Other accounts include include Macy’s, Danone and Sony business in the US. Parent group Aegis has also won Reckitt Benckiser.

It is estimated that MasterCard spent US $126.6 million on domestic measured media in 2012 and about US $250 million globally.

The Mastercard review came down to a group of finalists which also included a team from WPP’s Group M and Omnicom’s PHD, months after then-Chief Marketing Officer Alfredo Gangotena assumed his post.

Raja Rajamannar The company’s new CMO Raja Rajamannar (photo) put the business in review as well. “At this time we can confirm that Carat has been awarded the consolidated media business in all markets except Latin America. Universal McCann will retain the business in Latin America. The integrated McCann XBC team will continue to support MasterCard in other marketing activities, including creative, digital and sponsorships/partnerships,” the company’s spokeman said.

 

What: According to Jorge Laverde, Head of Marketing Latin America at Nokia Services y Devices -the unit that recently was bought by Microsoft – Nokia’s Latin American Advertising expenditures will double or even triple in the medium term.
Why it matters: Ad investment could climb to up to US $240 million from currently US$ 80 million a year. It is not clear yet whether there will be agency consolidation.

Jorge Laverde, Marketing Head Latin America at Nokia, tells Portada that he expects Microsoft to substantially support Nokia Services and Devices advertising expenditure in Latin America over the coming years. Currently Nokia spends approximately US $80 million annually advertising in Latin America. Laverde expects this figure to climb to between US $160 million and US $240 million as a result of the recent Nokia acquisition by Microsoft.

Jorge Laverde
Jorge Laverde, Marketing Head Latin America, Nokia

“For some time, there has been a process of cooperation and alignment between Microsoft and Nokia. Microsoft has already supported Nokia’s Latin American advertising campaigns. Going forward there are 8 countries worldwide, where Microsoft will substantially support Nokia campaigns. In Latin America they are Brazil and Mexico.”

Nokia Services and Devices will be integrated into Microsoft as a business unit. Laverde emphasizes that with the transaction Microsoft has acquired the know how of Nokia Services and Devices 32,000 employees as well as of Nokia’s agencies. He expects very few layoffs as a result of the merger. “Particularly sales and marketing is an area where we are not looking to eliminate positions.”

Advertising expenditures will particulary grow in the Mexican and Brazilian markets.

Agency consolidation?

Laverde tells Portada that the acquisition of Nokia Services and Devices by Microsoft will be closed during the first quarter of 2014. He does not expect any changes in terms of the agencies Nokia uses in Latin America until April of 2014. At that point, “we could go one way or the other,” he notes. On one hand, Nokia Services & Devices may continue with its current agencies as a unit of Microsoft.  On the other hand, he notes, it is possible that some agency tasks migrate to Microsoft agencies as Microsoft may want to consolidate the Nokia business into some of its existing agency relationship (UM plays an important role as Microsoft media agency for Latin America). Nokia’s main agencies in Latin America are Carat for media, JWT for creative and Wunderman for digital.

Major player in the Latam phone market

Laverde says that, from a consumer standpoint, the purchase of Nokia Services & Devices is a very positive development. The transaction merges the financial muscle of Microsoft with Nokia’s know how. Windows, which is carried by Nokia-Lumia, is the second most used mobile operating system in Latin America after Google’s Android. “Windows phone market share has actually increased in several Latin American markets, including Mexico and Colombia,” Laverde says.
Due to the relatively low penetration of smartphones in Latin America, Nokia’s Latin American cell phone market share is very high. In sales volume smartphones amount to 35% of the overall Latin American phone business. That ratio is at least 15 percentage points higher in the U.S. and Europe.

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.

  • Hershey

The Hershey Company is launching a global agency review for all media planning and buying, the iconic confectionery marketer announced. According to the company, the agency review will be by invitation only, and all incumbent agencies will be a part of the review process. OMD is the U.S. incumbent. The company spent an estimated $450 million on ads in the U.S. in 2011, according to Kantar Media. Global spending was not immediately available.Late last year, company CEO John Bilbrey said Hershey plans to increase global ad spend by a low double-digit percentage in 2012, partly to support new campaigns for Jolly Rancher and Rolo as well as the new Hershey’s Simple Pleasures, which the company says has 30% less fat than some milk chocolate products. Hershey said it expects to complete the review by next summer. The review includes all paid media, including TV, print, digital and Hispanic for the U.S. business — the company’s largest — as well as Hershey’s growing global businesses. This includes the company’s key growth markets of China, Mexico, India and Brazil.

 

  • Mondelez International

After a review Mondelez International, the company that recently spun off Kraft Foods, decided that  Aegis — which has worked on Mondelez brands across the globe — will pick up the new global communications duties for chocolate and coffee brands. MediaVest, meanwhile, will add these same duties for gum, candy, cookies and biscuits. While the marketer has pared down its roster, it hasn’t totally cut out other smaller global shops. Mondelez “will continue working with a number of partners locally and regionally, beyond Aegis and MediaVest,” the company said.
Mondelez is concentrating on developing markets such as China, Russia and Brazil, where consumption of snack and candy brands is growing as more consumers enter the middle class and engage in “on-the-go” eating. As it looks abroad for more growth, Mondelez is zeroing in on mobile media in all markets in hopes of driving impulse purchases, while connecting more effectively with younger consumers.

  • Carat

Carat, part of Aegis Group, announced that it has acquired a majority stake in  its affiliate Triángulo Publicitario in Santiago, Chile.

  • Labstore (Y&R)

Young & Rubicam is uniting its shopper marketing capabilities in Latin  America under the banner of Labstore, the name of a like unit in Madrid, the  company announced. By the end of the year, new offices will be fully operational  in Argentina, Brazil, Chile, Colombia, Mexico and Puerto Rico and will work  hand-in-hand with the Latin America network of Y&R Advertising.

 

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