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Chevrolet‘s global CMO Tim Mahoney will step down on March 1. During his tenure, Mahoney lead initiatives like the brand’s “Find New Roads” marketing platform. Prior to this, he worked as chief product and marketing officer at Volkswagen of America.

 

 

 

 

Ikea has promoted global Chief Marketing and Communications Officer Claudia Willvonseder has been promoted to general manager for the retailer’s Swiss operations. Peter Wright has become lead for Ikea’s global marketing. Willvonseder has served as global CMO since 2014 but has worked at Ikea since 2006 in a variety of marketing roles.

 

 

 

Philip Martzolf has been named President of NBC Affiliate Relations. Martzolf will join NBCUniversal from Sony Pictures Television, where he was executive VP of syndication, managing sales and marketing for first-run and off-network programming and domestic feature films.

 

 

 

 

WPP’s Group M has chosen Tim Castree to fill the vacant position of North America Chief Executive. Castree has been global Chief Executive of Wavemaker and its predecessor MEC since January 2017.

 

 

 

 

 

Ntooitive, a digital ad agency has announced Armando Guerrero is joining the team as Vice President of Strategic Partnerships. Guerrero will be based in Los Angeles and responsible for managing partnerships for Ntooitive’s advertising technology platforms nationwide.

 

 

 

 

A summary of the most exciting recent news in sports marketing and media in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

U.S./U.S.-HISPANIC MARKET

Image result for target major league soccerTarget announced becoming the official partner of Major League Soccer beginning this upcoming season. It wil also sponsor MLS’ new Minnesota United FC franchise’ jerseys and become the official Retailer of U.S. Youth Soccer. This is the the retailer’s largest-ever push into team sports.

General Electric signed an agreement with the Boston Celtics to become the team’s sponsor during the upcoming seasons. Details on the agreement haven’t been announced jet, but it has been said that the brand’s logo will appear on the NBA team’s jersey.

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After Nike decided to stop producing golf gear, Tiger Woods started using Adidas’ TaylorMade golf clubs. Doing this, the professional golfer will both represent Image result for audi ELEAGUE MajorAdidas and Nike. The first event where both brand will share golf icon will be at the Torrey Pines Golf Resort, in San Diego

Audi decided to bet on esports. The brand joined digital sports short before the start of one of the year’s biggest tournament, the ELEAGUE Major, in Atlanta, Georgia

LATIN AMERICAN MARKET

Brazilian soccer player Ronaldo Nazario, who played for Real Madrid and Barcelona, announced a 50% acquisition of CNB e-Sports club. The club, integrated by Brazilians only, was founded in 2001 and plays at the League of Legends tournament. Among the team’s shareholders are also poker champion Andre Akkari, and Brazilian Series of Poker CEO Igor Federal Trafane.

Image result for chevrolet patrocinio Torneo Verano 2017 argentinaChevrolet became official sponsor of the Argentinian Torneo de Verano 2017, which is played by Argentina’s most important soccer teams, and will be played in Mar del Plata, Salta, and Mendoza.

On February 2nd Boca, from Buenos Aires, will play against Chivas, from Guadalajara. The encounter will only be broadcasted online and through pay-per-view.

 

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the 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.

  • Chipotle Mexican Grill

descarga-7Following a 4-month review, Chipotle Mexican Grill has finally appointed agency Venables Bell & Partners for creative advertising duties and agency MullenLowe Mediahub to handle media planning and buying business. Boston-based Mediahub is the global media planning and buying arm of MullenLowe Group, and represents a variety of brands including JetBlue, Netflix, Bose and Shinola, among others. Chipotle spent US$69.3 on advertising and marketing in 2015 according to its annual report for that year. Chipotle will continue its work with incumbent Omnicom’s GSD&M through the duration of its “Ingredients Reign” campaign.

  • KFC

descarga-1Yum Brands’ KFC has appointed Publicis’ Mediavest-Spark to handle its media planning and buying in the United States after a four-month review that began last September. Incumbent WPP’s MEC did not defend. Mediavest Spark will take over all media work on January 30.The assignment includes U.S. media planning and buying across all channels, including digital and social media. Wieden & Kennedy handles KFC’s creative while Edelman handles public relations.KFC spent US$218.8 million on measured media in 2015, according to an Ad Age Datacenter analysis of measured-media data from WPP’s Kantar Media.

To get detailed contact information about the decision makers behind these campaigns and access an interactive database of more than 2,500 marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • Target Corp. / MLS

descarga-2MLS and Target just announced a landmark multi-year agreement that means Target will become the official partner of Major League Soccer beginning this upcoming season. In addition, Target becomes the official jersey/kit sponsor of MLS’ new Minnesota United FC franchise and official Retailer of U.S. Youth Soccer. Target will donate US$75,000 to the U.S. Soccer Foundation, which will support the after school program Soccer for Success.The partnership starts in 2017. Target’s relationship with MLS corresponds with the next phase of the League’s evolution. In 2017, MLS’ 22nd season will include two new clubs (Atlanta and Minnesota), new stadiums (Atlanta and Orlando) and new landmark media rights partnerships in Canada with TSN and TVA Sports. The 2017  MLS season kicks off on March 3. The partnership is a multichannel approach with brand integration across broadcast, digital, video, content, in-stadium exposure, and on-site activation at key MLS Events. The deal also includes on-field branding and in-stadium activation rights.

  • Hyundai/Kia

_m06naep_400x400Hyundai Motor America is back for Super Bowl 2017 edition with a new Ad, according to Mediapost. The brand will film a 90-second documentary during the game that will capture some of the best Super Bowl moments. The spot will run in the “post-gun” slot, the first commercial break that immediately follows the conclusion of the game, prior to the trophy ceremony.  Hyundai will also release two teasers during the AFC and NFC Championship weekend. Innocean Worldwide is the creative agency behind the efforts. The brand’s Super Bowl marketing program will also include an on-site activation in Houston at Super Bowl Live. Kia Motors America will also release a Super bowl ad featuring actress Melissa McCarthy. Lexus Super Bowl spot will feature the voice of actress Minnie Driver.

https://youtu.be/p3IPvYaNLuw

  • Chevrolet

xtai37gz_400x400Chevrolet has consolidated multicultural/African American marketing for its main brand with Oakland-based Carol H. Williams Advertising after Brooklyn-based agency SpikeDDB handled that business for more than 6 years. SpikeDDB, partially owned by Omnicom, will no longer work on the main Chevrolet brand but will, however, retain its multicultural agency of record status on Cadillac. McCann’s Casanova has been Hispanic AOR for Chevrolet since early 2014, when the automaker moved its business from LatinWorks.

 

 

 

  •  Johnnie Walker

descarga-9LA-based Latino soul band Chicano Batman and Johnnie Walker are proud to release a reimagined version of the iconic American folk song “This Land Is Your Land,” along with a music video, that is poised to be an inspirational message of hope for modern America. Johnnie Walker first reintroduced the lyrics of Woody Guthrie’s powerful anthem as spoken word with a :60 national TV spot in November 2016, launching the brand’s new campaign, Keep Walking America which celebrates cultural progress and America’s rich diversity. Chicano Batman give a fresh, vibrant sound to the decades-old classic, speaking to a new generation of Americans with the same hopeful messages of positivity, possibility and unity as the original.The song’s music video, created by Anomaly and directed by Ghost + Cow of ALLDAYEVERYDAY Production, takes people on a spirited journey through Chicano Batman’s local Los Angeles community, showcasing the many cultures that have influenced the band and have uniquely shaped our country. The music video can be viewed on the brand’s YouTube channel.

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.

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

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICAN CONSUMERS! with newly introduced upgraded features (see at the bottom of this article. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322  or e-mail her at silvina@portada-online.com.

Click here for previous Latam Sales Leads editions

  • AT&T

descargaAT&T has consolidated its creative, digital and media accounts with Omnicom in the US and Mexico.”We have selected Omnicom via its BBDO and Hearts & Science units to be AT&T’s integrated creative and media agency,” said Lori Lee, senior executive VP and global marketing officer at AT&T  in a statement.  AT&T is one of the largest advertiser worldwide.

 

  • LG Brazil

descarga (3)Agency Y&R will handle the LG Brazil account comprehensive communication. The agency will be  responsible for planning, creativity and media buying for online campaigns, and content development for social networks and digital channels.

 

 

 

 

  • Chevrolet

descarga (5)Chevrolet Argentina has unveiled its new advertising campaign Vida Real (Real Life) which touts the S10 model. McCann Argentina was behind the effort that emphasizes the experience of real pick-ups users. Different prejudices that exist on these vehicles were evaluated for the campaign to conclude that it is best to associate this vehicle with real life.

https://youtu.be/i0HwHGAgMVQ

  • Wendy’s

Gnota_41104Geometry Argentina has launched the first advertising campaign for Wendy Argentina, the fast-food restaurant chain that after 10 years of absence in the country returned in 2012 with the opening of 5 stores. “Salí del molde” (“I came out of the mold”) new campaign developed focuses on the distinguishing feature of Wendy’s square hamburger. The campaign has been active since May. Media chosen is mainly digital and radio.

 

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting Latina American consumers:
New Sales 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.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

A lot is going on this week says Susan Kuchinskas including ‘how Hearst Tech partnerships make ad sales — and ads themselves — snazzier’, an Adsmovil-Pubmatic deal for programmatic, Sabado Gigante bidding adieu and more…

chevy coloradoPrint and Video: Better Together

Hearst Media put together an eyeball-grabbing campaign for Chevrolet that planted an actual video screen into print issues of Esquire and Popular Mechanics. Using Americhip technology, 10,000 subscribers of each publication got special print editions in which a Chevy Colorado truck ad began playing when they turned to that page. Chevy used Hearst’s consumer data to identify the best recipients of this pricey campaign.

Don Francisco Says Adios

don franciscoMario Kreutzberger, host of Univision’s pioneering variety show Sábado Gigante, will soon hang up his act. After months of rumors that Kreutzberger, known as Don Francisco on the show, was ready to retire, Univision made an official announcement last week. According to Multichannel.com, the audience for the show, which premiered with Univision in 1968, frequently drops under 1 million. The Los Angeles Times noted that viewership among 18-to-35-year-olds, viewership plunged by 43 percent. And, with an increasingly fragmented Hispanic audience, the old-style, Spanish-language show was past-due for a refresh. According to the LA Times article, “When people think of Univision, they also think of ‘Sábado Gigante,’” said Lia Silkworth, managing director of Tapestry, part of advertising firm SMG Multicultural. Maybe that’s not such a good thing, as Univision prepares for an IPO. Sniffed Aura Bogado in The Guardian, “Latinos outgrew Sábado Gigante’s racism and misogyny long before it ended.”

SBS to Sell Radio Programmatically

The Spanish Broadcasting System signed on with WideOrbit to make its digital audio inventory available to demand-side platforms. WideOrbit‘s WO Programmatic is a fully automated, beta offering that let stations offer inventory through direct selling channels and ad network partners via its platform. The deal will include 13 of SBS’s owned and operated radio stations, including the top-rated US Spanish language station WSKQ-FM New York.

MiCasa and SimplyME Hook Up

MiCaasaMiCasa Network, the Hispennial-oriented entertainment provider, has joined with SimplyME Distribution in a joint venture that includes content, distribution and ad sales. SimplyME is a media distribution company that works with independent content creators, and it will distribute MiCasa content across its network of cable and satellite TV companies. MiCasa,in turn, will spread SimplyME’s content. Collectively, they plan to reach more than 200 million English-predominant Hispanic households, with a generous helping of Millennials.

Adsmovil Tech Deal Lets It Focus on Sales

Adsmovil will use PubMatic’s programmatic solution for mobile ads to premium Hispanic publishers in the United States and Latin America. Alberto Pardo, CEO of Adsmovil, said the deal will allow the tktk to focus on developing relationships with publishers and advertisers, while PubMatic does the heavy lifting on technology.

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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 Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • Merck

NY73209LOGO-aBack in April, Merck ($MRK) rolled out its America’s Diabetes Challenge: Get to Your Goals campaign, aimed at persuading patients to do what it takes to keep their blood sugar in check. Now, the brand has a new-but-similar campaign launching but it focus on the Hispanic community affected by the disease.To get its message across to the demographic, Merck has teamed up with celebrity chef and cookbook author Leticia Moreinos Schwartz. Schwartz will visit select cities to cook diabetes-friendly Latin recipes and encourage Hispanics to set and attain blood sugar level targets. Surprisingly enough, it’s among the few pharma efforts aimed at the key Latino market.Merck is going where other pharma brands haven’t gone much lately as few marketing campaigns have been aimed directly at the Hispanic population in general. Visit CuidaTuDiabetesCuidaTuCorazon.com for more information about Chef Leticia’s story, Cuida tu Diabetes, Cuida tu Corazon, and bilingual resources for people with type 2 diabetes.

  • California Milk Processor Board

descarga (2)The California Milk Processor Board (CMPB), creators of got milk? and Toma Leche, is launching a new advertising campaign highlighting how a person’s future self is determined by the nutritional choices of starting with milk.Goodby Silverstein & Partners (GSP), originators of the got milk? tagline, and Grupo Gallegos (GG), creators of toma leche, have worked in a close partnership, to co-create work designed to appeal to all Californians, regardless of ethnicity. Personnel from both agencies worked side by side under the direction of GG Chief Strategy & Engagement Officer Andrew Delbridge and GSP Co-Chairman Jeff Goodby. The campaign includes two commercials, each in both English and SpanishThe television spots, titled “Champion” and “Brave”, both show how a glass of milk can change a life. The new effort will also include radio and digital installations. Click Below to view the two TV spots:

https://www.youtube.com/watch?v=WedIvlc8hnw

  • PREMIOS TU MUNDO’

imagesTelemundo has announced the 2014 ‘PREMIOS TU MUNDO’ sponsors. Allstate, Volkswagen of America, L’Oreal Paris and Hennessy as returning sponsors of “Premios Tu Mundo” (Your World Awards. )Additionally,the third-annual celebration of U.S. Latin pop culture will be sponsored by Walmart, Colgate Optic White and Bud Light. The event, to be simulcast on Telemundo and mun2, will feature electrifying live musical performances by Juanes, Alexis & Fido, Yandel, El General Gadiel, Olga Tañon, Elvis Crespo, David Bisbal, Gabriel Coronel, La Ley, Lucero, Gerardo Ortiz, Natalia Jimenez and Los Tucanes de Tijuana on Thursday, August 21, at 8PM/7c from the American Airlines Arena in Miami, Florida. Hosted by novela stars Gaby Espino and Aarón Díaz, the annual awards show combines the power of television, web, mobile and social media platforms to give fans the final say in celebrating everything that moves and inspires them.

  • Chevrolet

images (1)Chevrolet has partnered with Manchester United to have each first team player walk onto the pitch wearing a shirt with the name of their mascot on the back. A young Latina, Jasmine, served as the first mascot for the match. The opportunity to be a mascot is part of Chevrolet’s “What Do You #PlayFor?” campaign to bring football fans closer to the sport and spread the power of play around the world. Each child’s story is featured at www.ChevroletFC.com.To celebrate its new, seven-year Manchester United shirt sponsorship, Chevrolet is inviting fans around the world to upload photos of themselves wearing a digital version of the new shirt at www.ChevroletFC.com. Chevrolet also recently released a video onwww.ChevroletFC.com featuring Manchester United players, legends and fans paying homage to the history of the club’s shirts that has attracted more than 10 million views.

  • Audi

images (2)Audi is returning with a campaign starring Fred Armisen that will run on NBCUniversal networks NBC, USA and E!.The campaign is designed to highlight the Audi Q3 crossover and drive tune in to the Emmy award show, which airs on NBC Monday, Aug. 25.Three spots use the theme “life is more interesting when you go off script” and utilize the ability of Emmy-nominated Armisen, who appears on both NBC’s Late Night with Seth Meyers and IFC’s Portlandia, to improvise characters. Krysten Ritter, J.B. Smoove and Norm Macdonald have appearances in the campaign.The spots also appear on NBCU digital outlets and use the hashtag #Offscript to generate social media activity.

  • Braun

descarga (3)In partnership with Procter & Gamble Co.’s , Braun will launch the “FaceGreatness” campaign this fall , featuring Seattle Seahawks quarterback Russell Wilson The campaign from Barefoot Proximity, Cincinnati, broke Aug. 7 with an online video and print ad in USA Today, but will also include more print advertising in ESPN the Magazine in September and a prime-time TV ad on Thanksgiving, when Mr. Wilson’s Seahawks play their archrivals, the San Francisco 49ers. P&G also “has access” to Mr. Wilson’s social -media followings on Facebook, Twitter and Instagram.

  • Lincoln Motor

descarga (4)Ford Motor’s The Lincoln Motor Company division has selected actor Matthew McConaughey for a multi-year partnership that makes him the brand’s spokesperson. The effort for the MKC, which starts at around US $33,995, is via director Nicolas Winding Refn (“Drive”) created a storyline for him around the MKC. The company says the actor does “unscripted moments” as part of his pitch to entice viewers to experience the MKC. Two years ago Lincoln made big moves to distance itself from Ford, including creating a new ad agency, Hudson Rouge, from Team Detroit, but in New York. As part of the product expansion, the company launched the MKZ midsize sedan.

  • McDonald’s/Kraft

descarga (5)From 2015 onwards, the packaged coffee will be marketed through grocery, mass merchandise, club and drug stores nationwide, Ad Age reports. And the rollout will be supported by an integrated marketing campaign that will include TV, digital and social, along with sampling at various locations across the country. McDonald’s says it is not ready to discuss the details of the campaign and no agency has yet be selected, but it does hope that the rollout will draw more attention to the coffee brand, which it serves at its restaurants.

  • Sprint

images (3)Sprint Business, a new brand encompassing Sprint’s b-to-b products and services, is rolling out an integrated ad campaign this month to introduce the new business and show how it helps companies keep their employees engaged.The multi-million dollar campaign, with the tagline, “For companies with people in them,” was created by Sprint’s agency of record Velocity Partners, London. It launched earlier this month with TV, print and online ads, and new print ads are rolling out next week.The new campaign showcases employees, not products.One TV ad, called “I Work for Them,”  is running on cable networks, on the Sprint Business website and other websites. A new print ad rolling out next week shows millennials on their way to work, with a headline reading, “They doubled your sales in a year.”Print ads are running in national business publications . Online ads are running on sites including Fast Co., Fox Business and Huffington Post. TV ads are running on national cable networks.

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

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. 14 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!

  • Chevrolet

descarga (3)Chevrolet will leverage the FIFA World Cup to reinvent its marketing approach  and connect with Hispanic consumers across the United States. Six new TV spots air during Univision’s soccer programming of the FIFA World Cup. The first ad, “The New Us”, speaks to the touchstones of family and culture that unite people, and are particularly important to Hispanics. The five additional spots highlight technologies in Chevrolet models like 4G LTE WiFi, Silverado and Equinox as well as the brand’s “What Do You #PlayFor?” global soccer campaign. The spots were developed by Chevrolet with Casanova Pendril. Carat’s is Chevy (General Motors) media buying agency. A new spot, made by filmmaker Andrew Ellmaker of the United States, will also make its debut during the tournament. Here is the first ad:

http://youtu.be/7B4wMFUYCyA

  • Asics’

da2817f7efe489d0dba7f635524fc6c0_400x400The agency Starcom has won Asics’ Global Media Planning and Buying Account after a pitch, beating MediaCom and incumbent OMD, according to an Adweek report. In addition to planning and buying, Starcom will also handle data and analytics work.It will work with Asics’ global creative agency 180 in Amsterdam to develop an integrated communications strategy.Although Asics’spent about US $15 million last year in the U.S., according to Kantar Media, it will need to grow that marketing effort if it wants to make significant inroads.

  • Mike’s Hard Lemonade

Mike’s hard lemonade reached 1 million fans on Facebook and is commemorating that moment with a 24 hour rebrand to”Paul´s hard lemonade” in the name of its millionth fan. As part of this change, new packaging was created, the Facebook page, mike’s Twitter page and mike’s website were updated to reflect the name change and the fan was presented with a 6-pack of “paul’s hard lemonade” after identifying Paul as the millionth fan. The entire process was filmed and the resulting video went live on Facebook. Finally, to thank all Facebook fans who helped the brand to get to that point , Mike’s Hard Lemonade offered them the chance to win a variety of prizes over the following 24 hours. Here is the video:

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

What: Telemundo Media and Chevrolet have teamed up to create “La Cueva de la Fiera,” the first-ever reality digital exclusive series produced by Deportes Telemundo.
Why it matters:The series is supported by a 360-degree campaign that includes integration of the Chevy Silverado,promotional segments on Telemundo programs, a digital hub, social engagement program and more.

la cueva de la fieraTelemundo Media and Chevrolet have teamed up to create a new digital sports reality series, “La Cueva de la Fiera,” available on www.Telemundo.com/lacuevadelafiera. Supported by a 360° degree promotional campaign and produced long with Chevrolet, the weekly webisodes, which launched in February, offer fans a glimpse inside Mexican professional soccer’s Club Leon.

“La Cueva de la Fiera” is the first-ever reality digital exclusive series produced by Deportes Telemundo . Through it, viewers will be familiar with the challenges faced by the Mexican soccer champion, including access to training camp, the stadium, the secrets of the locker room and moving stories of the fans. Fans will also experience game day situations along with the players, Gustavo Matosas and his team of coaches, and share moments with Rafa Marquez, the captain and star player of the league and the Mexican national team, whom audiences will get to know beyond the field.

Celebrity integrations with Club Leon captain Rafael “Rafa” Marquez with the Chevy Silverado will also be featured throughout the 10-episode run of “La Cueva de la Fiera,” including the first episode, in which Chevrolet and One World Futbol Project join forces with Marquez to surprise young soccer fans with the once-in-a-lifetime experience of participating in a soccer clinic with the star and receiving Chevrolet-branded One World Futbol soccer balls.

On-air promotion of the series involves promotional segments on Telemundo series including “Un Nuevo Dia,” “Titulares y Mas,” “Titulares Telemundo” and “Ritmo Deportivo.” The multiplatform campaign also includes a digital hub with player profiles, game highlights and post-game interviews. Plus, “Pregúntale al Leon,” a social engagement program featuring Twitter chats and digital shorts with players from Club Leon, in addition to a custom hashtag for maximum fan engagement. Further digital content includes livestreams of Leon games and a special VOD episode of the complete “La Cueva de la Fiera” series.

“We are excited to collaborate with Chevrolet to bring fans a front row seat to the action and excitement of Club Leon soccer .The Chevy Silverado is a fantastic partner for us to find new roads to bring innovative content and unprecedented access to the biggest soccer stars on Telemundo,” said Mike Rosen, Executive Vice President of Advertising Sales & Integrated Marketing, Telemundo Media.

 

What: Telemundo Media and Chevrolet have teamed up to create “La Cueva de la Fiera,” the first-ever reality digital exclusive series produced by Deportes Telemundo.
Why it matters:The series is  supported by a 360-degree campaign that includes integration of the Chevy Silverado,promotional segments on Telemundo programs, a digital hub, social engagement program and more.

la cueva de la fieraTelemundo Media and Chevrolet have teamed up to create a new digital sports reality series, “La Cueva de la Fiera,” available on www.Telemundo.com/lacuevadelafiera. Supported by a 360° degree promotional campaign and produced along with Chevrolet, the weekly webisodes ,which launched in February, offer fans a glimpse inside Mexican professional soccer’s Club Leon.

“La Cueva de la Fiera” is the first-ever reality digital exclusive series produced by Deportes Telemundo . Through it, viewers will be familiar with the challenges faced by the Mexican soccer champion, including access to training camp, the stadium, the secrets of the locker room and moving stories of the fans. Fans will also experience game day situations along with the players, Gustavo Matosas and his team of coaches, and share moments with Rafa Marquez, the captain and star player of the league and the Mexican national team, whom audiences will get to know beyond the field.

Celebrity integrations with Club Leon captain Rafael “Rafa” Marquez with the Chevy Silverado will also be featured throughout the 10-episode run of “La Cueva de la Fiera,” including the first episode, in which Chevrolet and One World Futbol Project join forces with Marquez to surprise young soccer fans with the once-in-a-lifetime experience of participating in a soccer clinic with the star and receiving Chevrolet-branded One World Futbol soccer balls.

On-air promotion of the series involves promotional segments on Telemundo series including “Un Nuevo Dia,” “Titulares y Mas,” “Titulares Telemundo” and “Ritmo Deportivo.” The multiplatform campaign also includes a digital hub with player profiles, game highlights and post-game interviews. Plus, “Pregúntale al Leon,” a social engagement program featuring Twitter chats and digital shorts with players from Club Leon, in addition to a custom hashtag for maximum fan engagement. Further digital content includes livestreams of Leon games and a special VOD episode of the complete “La Cueva de la Fiera” series.

“We are excited to collaborate with Chevrolet to bring fans a front row seat to the action and excitement of Club Leon soccer .The Chevy Silverado is a fantastic partner for us to find new roads to bring innovative content and unprecedented access to the biggest soccer stars on Telemundo,” said Mike Rosen, Executive Vice President of Advertising Sales & Integrated Marketing, Telemundo Media.

 

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.

Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Armando Gutierrez at 1-800-937-5322 or e-mail him at  armando@portada-online.com
SEE A DEMO OF THE DIRECTORY!

  • Pizza Patrón

Pizza Patrón recently announced that it has made TruMedia its media Agency of Record for both the Hispanic and General Market. (Read our interview with Yousef Katan CEO and President of TruMedia about his objectives for Pizza Patrón).

  • Toyota

ToyotaThe automaker’s longtime ad agency Saatchi & Saatchi Los Angeles will take the lead over three other Publicis Groupe agencies that currently handle multicultural marketing duties—Conill Advertising (Hispanic), Burrell Communications (African-American) and Zenith (Broadcast and out-of-home media buying), along with InterTrend Communications (Asian-American marketing). The new unit will be called T2 (Total Toyota) and will become operational on April 1, 2014, the start of Toyota’s new fiscal year. Jack Hollis, VP, marketing for Toyota Motor Sales USA says, “The agencies stay the same. They’re just now going to be working more as one team. There’s no merger, no acquisition, nothing like that. It’s still four separate entities. But working as one—for the total market.”
In addition, Toyota has appointed two communications executives to newly created roles that it says will help the company further engage Hispanic and black consumers in North America. Patricia Pineda, most recently head of the Toyota USA Foundation, was named VP of Hispanic business strategy for North America. She is reporting to Julie Hamp, group VP and CCO for Toyota North America. Pineda will also oversee Toyota’s new Hispanic Business Strategy Group, focusing on increasing awareness of the Toyota, Lexus, and Scion brands to Hispanic consumers. The automaker has also appointed Jim Colon, previously VP of product communications at Toyota Motor Sales, to serve as VP of African-American business strategy for North America. Colon, who has held various roles at Toyota since 1980, will also report to Hamp.

  • Porsche

PHD has Retained the US $100 Million Porsche Global Media Account. The Omnicom Media Group agency has defended its media business with the German automaker in a review that also included WPP’s MediaCom. PHD initially won the media account in 2010.

  • Chevrolet

Chris Perry has left his position as chief marketing officer at Chevrolet U.S. His resignation comes just a week after Mary Barra was promoted to chief executive officer at Chevy parent General Motors. Perry joined General Motors in 2010 and had been global chief marketing officer of Chevrolet until earlier this year when he was replaced by Tim Mahoney. Prior to that he held several different marketing titles. Before joining GM, Perry was a marketing exec at Hyundai.

  • Cottonelle (Kimberly Clark)

Cottonelle is running ads within news and female-skewing mobile sites such as ABC News, Shape, Better Homes & Gardens, Fitness and Women’s Heath. A banner ad expands to a full-page ad when clicked on and the landing page loads two pictures of rolls of toilet paper, one from Cottonelle and one from Charmin, a MobileMarketer.com report says. The ad claims Cottonelle has 25% more sheets than Charmin. “We understand mobile is one of the most important ways to build a relationship with our consumers and spark social sharing,” says Wayne Pirman, commercial program manager for Cottonelle.

  • Liberty Mutual

Liberty Mutual has selected Havas Worldwide, New York, as its creative agency and Publicis Groupe’s Optimedia as its media agency.The Boston-based company had worked with Interpublic’s Hill Holliday since 2005 for creative and media, and it’s believed that the agency will retain a piece of the insurer’s Olympics-related business. Liberty Mutual is a big win for Optimedia, which also picked up the media business for dairy company Lactalis and German personal-care products company SCA in recent months.

  • Burger King

Burger KingBurger King is shifting its U.S. media planning and buying assignment from Publicis Groupe’s Starcom to independent Horizon Media without a review.In the U.S. the fast-food chain spent over $300 million on ads in 2011 according to Kantar. Burger King has been quick to shift agencies on both the media and creative sides of the business in recent years.Starcom had the account for a little over two years. The agency was also awarded the account without a formal review. Before Starcom was handed the assignment, WPP’s Mindshare handled buying and mcgarrybowen handled planning and creative. But Starcom remains on the client roster in other markets, including in Latin America.

  • Dallas Pets Alive

Dallas Pets Alive! (DPA), a non-profit organization focused on promoting and providing the resources, education and programs needed to eliminate the killing of companion animals, has selected creative agency Dieste, Inc. to develop and launch its first media campaign. The Dieste creative and digital teams developed a very emotional campaign to promote the longevity of companion animals. A 60-second film will be launched this Friday, December 20. (link to the video http://youtu.be/HdUnQNLt8Lc)

Read previous issues of Sales Leads!

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

Salman Amin – SC Johnson ::: Tim Mahoney – Chevrolet ::: Diego Caamaño – MEC Argentina ::: Diego Villanueva – iCrossing
salman.aminSalman Amin has left PepsiCo to start as COO for SC Johnson USA. Amin has worked for PepsiCo as CMO for the last 18 years. He was in charge of the global marketing strategies, and recruiting and developing marketing talent.

Amin’s successor is due to be named shortly according to PepsiCo.

 

 

tim.mahoneyGeneral Motors has named Tim Mahoney as its global CMO for Chevrolet. Mahoney will also be in charge of the marketing operations. He will report to Alan Batey, Sales VP.

 

 

 

Diego Villanueva has been appointed as Creative VP of iCrossing Latin America and Spain.

diego.caamañoDiego Caamaño has been named Customer Experience Director for MEC Argentina. He will handle the accounts of Toyota, Colgate Palmolive, Citibank, Visa, Sony and Energizer.

Learn more about crucial strategies from advertising and media luminaries targeting Latin American and Hispanic audiences. Book now for our Latam Advertising and Media Summit, a required event for any marketing professional.

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