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Circus Marketing

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What: A summary of the most relevant consumer insight research in the US, US Hispanic, and Latin American markets.
Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.

  • Recent Nielsen data shows that sales in the fast-moving consumer goods (FMCG) market are up. Specifically, on and offline FMCG sales totaled more than US $1.01 trillion in the year ended Aug. 25, 2018, which is 2.6% more than a year ago. It is worth noting that e-commerce accounted for 5% of total omnichannel sales, but drove 40% of its growth.

 

  • According to Simmons‘s 2018 State of the Hispanic-American Consumer report, although the Hispanic population is growing among all age groups, it’s the younger generations where we can see the greatest growth. In fact, while 13% of Americans age 35 and older are Hispanic today (up slightly from 12% in 2013), nearly one-quarter of Americans ages 6 to 34 are Hispanic or of Latin origin (up from 23% in 2013).

 

  • As shown in a new survey by Convey, a delivery experience management provider, 98.1% of US internet users agreed that shipping impacts brand loyalty and 83.5% said they wouldn’t buy from a retailer again after a negative delivery experience. Most still choose cost (61.8%) over all other factors, but 9.7% said next- or same-day delivery is the most important factor when choosing shipping, a 59% increase over 2017.

 

  • PwC’s 2018 Holiday Outlook report, a national survey of 2,071 consumers, has found that economic growth in the 2018 holidays is poised to be the strongest since 2005. Consumers said they will spend an average of US $1,250 each this holiday on gifts, travel, and entertainment, an increase of 5% over last year. More than 70% of respondents said they plan to shop on Thanksgiving compared to a scant 40% in 2016.

 

  • As shown in social listening data gathered by Circus Marketing, Mexican consumers have changed their fall-holiday priorities during the last 5 years. In 2014, Halloween generated 51% more conversations on social media than Dia de Muertos, but this has occurred in reverse in 2018 with Día de Muertos generating 9.5% more posts than Halloween, which shows an average annual growth of 17%.

 

  • According to research by Nielsen, 49% of U.S. consumers adhere to a particular diet or health-related eating program. Also, 44% say food allergies, intolerances or sensitivities affect the way they shop. These metrics complement findings from Nielsen’s 2017 sustainability survey, which found that 67% of consumers want to know everything that goes into the food they buy. Additionally, 46% of Americans say that claims on food products have a direct influence on their purchase decisions.

 

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

For prior Sales Leads LatAm editions, click here. 

  • Grupo Aeromexico

Grupo Aeromexico announced offer to acquire Aimia‘s stake in PLMPLM Premier, formerly known as Premier Loyalty and Marketing , owns and operates Club Premier, a coalition loyalty frequent flyer program. As a current shareholder of 51.145% of PLM Premier, Grupo Aeromexico has made a non-binding proposal for the acquisition of the shares currently held by Aimia Inc (“Aimia”), representing 48.855% on a fully diluted basis, for an amount of US$180 million US dollars. Aeromexico has informed Aimia that the current contract between PLM and Grupo Aeromexico, that establishes the basis of operation for the loyalty program Club Premier, will not be extended beyond its current expiration date. Given the long-term intention of Aeromexico to take full control of its loyalty program, Aeromexico does not consider an IPO of PLM as an acceptable option. For this reason it is Aeromexico’s view that the best long term solution for all stakeholders is for Aeromexico to acquire the equity stake currently held by Aimia. The proposed transaction offer is valid until midnight of August 3, 2018. Didier Stahl, VP of Strategic Partnerships and Loyalty, Aeroméxico is a member of Portada´s Travel Marketing Board.

 

 

  • Saba

Saba, Mexican leading feminine protection and daily intimate care brand, and its agency Circus present “Tampon Mode”, a new digital campaign that continues the brand’s commitment with young women’s intimate care education and the knocking down of taboos.This is Saba’s third campaign in its efforts to overcome current barriers regarding the use of tampon and to position the product as an ally to continue with your routine during your period.”The work we do with Circus on digital platforms allows us to reach a larger audience of current and potential users, in a realistic, fun and simple way, ” said Carlos Luna, Brand Manager at Saba. Saba® is one of the leading brand of feminine protection products and daily intimate care in Mexico and Central Americas, offering them a broad portfolio of products of the highest quality. Bruno Lambertini, CEO of Circus Marketing, is a member of Portada´s Council of the Americas.

 

 

  • Vero Water®

Vero Water®, a leading provider of luxury still and sparkling water to the hospitality industry, announced its rapid expansion in the Caribbean and Latin America in partnership with OneLink Global, a world-class distribution and service partner with unique experience and insight in the region. OneLink is committed to providing sustainable solutions to the hospitality industry. The exclusive distribution agreement expands Vero’s global footprint into regions where hotel and resorts dominate the landscape and are seeking an eco-friendly alternative to traditional bottled water. Through the OneLink partnership, Vero Water has rapidly expanded in the region, establishing a presence in many of the leading hotel and resort operators such as Iberostar Hotels & Resorts who have made a corporate strategic commitment to “go green”, incorporating Vero Water into the total guest experience.

 

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

 

 

  • JetBlue

JetBlue announced the addition of two new routes to feature the airline’s popular premium service with lie-flat seating. Later this year, JetBlue will begin operating seasonal Saturday Mint service between New York’s John F. Kennedy International Airport (JFK) and Liberia, Costa Rica’s Daniel Oduber Quirós International Airport (LIR), and between Boston Logan International Airport (BOS) and St. Lucia’s Hewanorra International Airport (UVF). Liberia becomes JetBlue’s first Mint city in Latin America and JetBlue will be the only airline to operate regularly scheduled flights with a lie-flat premium seat between Costa Rica and the U.S. With the addition of Liberia, JetBlue will now serve 12 cities with Mint flights from its New York-JFK focus city. In Boston, where JetBlue is the top airline in both number of flights and number of customers, new St. Lucia Mint service will bring Mint to nine routes from Logan. No other airline in Boston offers a premium lie-flat seat on as many routes.

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

For prior Sales Leads editions, click here. 

  • Northgate Gonzalez Market

Northgate Market, a family-owned and operated Hispanic supermarket chain with 40 stores throughout Southern California, has named Circus its agency of record (AOR) effective immediately.Circus will help the Northgate Market brand develop integrated and strategic advertising campaigns designed to differentiate Northgate in the competitive Southern California market.
“We are thrilled with the opportunity Northgate Market is giving us as its AOR. We are confident that by partnering our marketing experience in the U.S. along with our data driven creative teams and Northgate Market’s knowledge of their business and customers, we can create high impact, effective work and help Northgate Market boost their business”, said Bruno Lambertini, founder and CEO of Circus & Portada´s Council of the Americas board member.

  • Estrella Jalisco

As soccer fever takes hold, Estrella Jalisco, the Official Beer of the Mexican National Team (MNT), is launching a campaign to encourage soccer fans in North America to unite and root for the only North American team at the 2018 FIFA World Cup™ – the Mexican National Team. To mark the official launch, soccer legends Alexi Lalas of the United States, Luis Hernandez of Mexico and Canada’s Dwayne de Rosario will sign the North American Adopted Football Team Agreement, which celebrates what unites the continent and pledges soccer loyalty to Mexico for the 30 days of the FIFA World Cup™ tournament, beginning June 14. The official signing will take place in Los Angeles. With the United States and Canada not competing at the 2018 FIFA World Cup™, Estrella Jalisco sees an opportunity for neighbors to unite. Fans who root for the MNT by using the hashtag #VamosPorLaEstrella will be entered for the chance to win various prizes including one grand prize of becoming an official Estrella Jalisco ambassador for the next four years with access to unlimited Estrella Jalisco and access to the MNT Tour games in the United States.

  • PUMA

Puma, designer and manufacturer of athletic and casual footwear, apparel and accessories, has kicked off a global media pitch, according to people familiar with the matter.Until May, Puma was part of Kering, a Paris-based marketer of luxury goods including leather goods, fashion, shoes, jewelry and watches under such brands as Gucci, Saint Laurent and Bottega Veneta. Kering last month spun off Puma as a standalone public company, reducing Kering’s stake to about 16 percent from 86 percent. Publicis´ Blue 449 is the incumbent on the account.Puma’s global media spending is around US$120 million.

 

 

  • Comcast’s Xfinity X1

Comcast’s Xfinity X1 cable platform announced a bilingual FIFA World Cup viewing experience, with video features that integrate both Fox‘s and Telemundo‘s coverage of the June 14-July 15 tournament in Russia. Screens, menus and voice commands will be available in both English and Spanish, with full-game replays, highlights, web video, real-time analytics and on-screen stats rounding out the experience. Also, Xfinity for the first time is adding sports notifications for TV and mobile. It will be a great test for fans of the sport who may have had to turn down the volume and follow their favorite brands when the language, especially Spanish, did not fit the household.Via the Xfinity Stream app, Comcast subs will also be able to view live matches offered on Telemundo, Universo, Fox and FS1 and access game replays and highlights on an on-demand basis.Comcast said it will also, for the first, time, let its pay TV customers receive notifications on TVs and smartphones when their favorite team is about to hit the pitch. In the smartphone setup, users can receive text messages with the alerts and a direct link to the Xfinity Stream app, Comcast said.

 

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.

 

  • The Boston Beer Co.

Omnicom´s Hearts & Sciences has won Boston Beer Co. US$50 million media account. The firm brands include Samuel Adams, Angry Orchard and Twisted Tea, Adweek first reported. Publicis Groupe’s Zenith was the incumbent media agency. Boston agency MMB is the Boston Beer creative agency and was not part of the review.

 

 

 

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.

What: Marketing and technology is the focus of our talk with Circus marketing CEO Bruno Lambertini.  He explained his priorities for marketing innovation and as a result how to survive through the digital revolution.
Why it matters: The world of marketing and technology is changing at an accelerated pace. As a result, agencies like Circus Marketing are willing to take risks and invest in a smart way. They will survive in the new economy.

In the world of business, innovation means quite simply the process of translating a new idea into a service that consumers will buy. Thus creating value. Innovating is vital to every business. Without it, companies need not even try to survive. Circus Marketing is a multicultural digital agency with 8 offices in the U.S., and Spain. It has a presence in 5 Latin American countries, and was founded in 2005. Circus strives to create high-impact advertising campaigns that engage consumers to an emotional degree. Portada talked to CEO Bruno Lambertini to find out more about Circus utilizes different tools, but mainly data analysis, to drive innovation.

Portada: What are the key tools for marketing and technology according to Circus?

Bruno Lambertini: Data combined with AI and Robotics, with a boost from 5G connectivity, is an explosive combo that opens a thousand opportunities in the world of marketing and communications. These are elements we’re exploring and experimenting with at Circus.”

Need for innovation

Portada: How does Circus Marketing understand the need for innovation?

B.L.: “Marketing innovation is not only about creative ideas. More than ever, clients today want to see ROI and demand effective campaigns. Every strategy of ours is based on deep knowledge of audiences through smart use of data. Not two days are the same at Circus, we never face a task the same way as the previous one, and that’s an essential part of the innovation process.

The only thing that really affects human behavior is a great idea that answers to data-driven consumer analysis. Ideas are the core of our business, as well as a neuralgic element of communication, but data provides context and new technologies boost distribution and impact on consumers. This combination is what makes innovation at Circus.”

Portada: How have marketing and technology changed in the last decade? What are Circus’ tools to address them?

A decade of change

B.L.: “The need for innovation has always been a part of communication and marketing’s DNA. In recent years, the industry has changed in an accelerated way, mostly because audiences have modified clients’ needs and expectations through new consuming habits. When we thought of ATL as ATL and we thought of digital as digital, many digital agencies were born, but they are also considered traditional today. Now, traditional ATL and traditional digital agencies need to innovate to survive.

Circus is an agency based on this new economy, it’s a hybrid model that takes the best of both worlds and adds data, tech-driven ideas, and content-generation tools in order to tackle new challenges. At Circus, the data and planning areas work closely together to generate actionable insights that favor creativity in order to generate an emotional connection with audiences, which translate to unique, powerful results.”

 

Portada: Competition is tough. What would you say are today’s most important values and skills in order to succeed as marketing and technology change?

As part of Circus’ campaign to promote Netflix’s House of Cards, a mural showing the female lead was placed 600 meters away from the original Eva Perón mural in Buenos Aires.

A new economy

B.L.: “The companies that belong in the so-called ‘New Economy’ are the ones that are completely rethinking whole industries, and they have three things in common: 1) they base their business on the intelligent use of data and technology, 2) they use a collaborative work scheme, and 3) they have teams composed of diverse profiles, but always sharing the same mindset and allowing for disruptivity. Circus is a new economy agency because it has these three components, which are very attractive to brands and talent. The companies we work with, Netflix, Uber, Spotify, and WeWork, among others, show a communion of our culture and theirs.”

Portada: How does Circus make sure to reach its clients’ goals?

B. L.: “We combine our own in-house generated data with reports from various consulting agencies and information sources. Also, working with new economy organizations like Netflix, Uber, Spotify, and WeWork among others allows us to constantly update and Exchange disruptive ideas. Our goal in terms of client relationships is to build partnerships that include information mobility. They provide knowledge of the industry and we provide knowledge of this hybrid marketing/communication world, and about how the new economy Works. When we achieve this collaboration, that’s when we have executions that impact positively on campaigns’ ROI.”

Innovation obstacles

Brands need to be willing to take risks.

Portada: What are the main obstacles to innovation?

For mole Doña María, Circus designed an edgy spot featuring a mole hamburger and a millennial girl with a tattoo of her mom’s face.

B.L.: “There are many challenges, but let’s highlight two. One from the agencies side. And consequently one from the advertisers’ side, which can be found to a lesser or greater extent depending on the market. But at the end of the day they’re there. For agencies, the main challenge is investing in data. With all the transformations in the digital world, as well as in media consumption habits, investing in in-house data generation is a must to survive. Communication strategies need to be based on data analysis to generate impact effectively. On the other hand, brands need to be willing to take risks.”

What’s next

Portada: In a nutshell, where do you see marketing and technology going in the next years?

B.L.: “The world is changing really fast. As a result, there is a revolution in the way we think about marketing. And this is caused by the smart interpretation of data together with artificial intelligence and robotics. This combination will allow us to be more precise and creative. As a result it will take us to places we can’t even imagine right now.”

Check out the stars of Portada’s Council of the Americas, who will meet at Portada Miami on April 18-19. Save your spot here!