Tag

Danone

Browsing

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!)

Eduardo Suñol has been named VP, Latin America at Perfect Sense Digital, has reported Media Moves. In his new role, Suñol is in charge of Perfect Sense’s expansion to Latin America, which includes business development and strengthening relationships with content producers.

 

 

 

 

Miguel Saucedo has been promoted to director of the Del Valle fruit and juice category at Coca-Cola Mexico. In his new role, he’ll be responsible for the business agenda of his category.

 

 

 

 

 

Danone Argentina has appointed Carolina Méndez Acosta as new brand marketing manager, reported AdLatina. She had previously worked in the automotive industry for over 13 years.

 

 

 

 

 

 

Mastercard has announced that on June 1, Carlo Enrico will take on the role of president of the Latin America and Caribbean region, replacing Gilberto Caldart, and will be based in Miami.

 

 

 

 

 

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. 

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.

 

  • Mondelez

Mondelez International, one of the world’s largest advertisers, has named Spark Foundry as one of its’ new partners for MDLZ North America as part of a global media review effort, Adweek has reported. Publicis Groupe agency will handle media buying duties in North America, while VaynerMedia gets the digital and planning portions of the business. According to Kantar Media, Mondelez spent approximately US$210 million on measured media in the U.S. in 2016 and just under US$170 million last year. International consultancy R3 estimates the company spends between $1 billion and US$1.5 billion around the world annually.

 

 

  • Coke, Sprint, VW

Telemundo teams up with Coca-Cola®, Sprint and Volkswagen for the network’s exclusive Spanish-language coverage of the 2018 FIFA World Cup Russia™. Match halftimes and post-games will be presented exclusively by Sprint and Coca-Cola, respectively, and Volkswagen will present the network’s primetime show.As an official FIFA partner, Coca-Cola will be the presenting sponsor of the Telemundo Deportes Post-Game, “El Resumen del Partido,” for all 64 World Cup matches as well as the in-game match clocks. Powerade, also a part of The Coca-Cola Company family of brands, will have brand exposure during the tournament window with socially-led activations.Sprint will work with Telemundo Deportes as the official halftime sponsor of all 64 matches. Volkswagen will bring audiences the best action, highlights and commentary from the tournament as presenting sponsor of the network’s primetime show exclusively dedicated to the FIFA World Cup, airing nightly from 7-8 p.m. ET. Telemundo will offer some 1,500 hours of coverage and according to Adweek, with 100 days to go before the Cup competition begins, the network’s ad inventory is almost 75% sold with more than 20 total advertisers on board. U.S. men’s soccer team failed to make it into Cup competition. While that could hurt Fox’s English-language broadcast in the U.S., there are a number of teams from Spanish-language countries in the Cup that will appeal to Telemundo viewers.

 

 

  • Danone

Yogurt maker Danone has named WPP’s Wavemaker as its’ new media agency in North America, Adage has reported. Carat was the incumbente on Danone’s media business and Spark had WhiteWave’s media account. The assignment covers the Danone portfolio across the United States and Canada.

 

 

 

 

  • Marriott International 

Marriott International has appointed Publicis Groupe’s SapientRazorfish and Spark Foundry as its global media agency of record to oversee all media planning and purchasing. The collaboration with Publicis Groupe will take a performance-driven, customer-centric approach to the art and science of marketing through a dedicated Marriott One Media team working with Marriott’s internal media teams around the world. Pubicis Groupe will optimize international marketing campaigns, personalize and localize targeted media efforts across a diverse set of markets to showcase Marriott’s best-in-class commerce and first-to-market technology. Publicis Groupe will leverage pioneering technology and a forward-thinking approach to reach and connect with consumers at the right moment among established and emerging markets including North America, Europe, China, Africa and Latin America.Over the past year, Marriott has grown to 30 brands with 6,500 hotels located in 127 countries, and more than 110 million members of its loyalty programs – Marriott Rewards, which includes The Ritz-Carlton Rewards, and Starwood Preferred Guest (SPG).

 

 

  • Mazda Motor Corporation & Toyota Motor Corporation

Mazda Motor Corporation and Toyota Motor Corporation have established their new joint-venture company “Mazda Toyota Manufacturing, U.S.A., Inc.” (MTMUS) that will produce vehicles in Huntsville, Alabama starting in 2021.The new plant will have the capacity to produce 150,000 units of Mazda’s crossover model that will be newly introduced to the North American market and 150,000 units of the Toyota Corolla. The facility is expected to create up to 4,000 jobs. Toyota and Mazda are investing $1.6 billion towards this project with equal funding contributions. The new plant, which will be Toyota’s 11th manufacturing facility in the U.S.

 

  • Tempting Paradise by Sofia Vergara

Entrepreneur, actress and Beauty icon, Sofia Vergara, announces the launch of her new fragrance, Tempting Paradise by Sofia Vergara.The latest addition to Vergara’s scent portfolio evokes the lush sensuality of an island paradise, with delectable fruit and floral notes native to Vergara’s vibrant Colombian homeland.Tempting Paradise by Sofia Vergara launches at Perfumania, Perfumania.com and other retailers nationwide March 2018.

 

 

 

 

 

 

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!

  • Squarespace

Language shouldn’t be a barrier for chasing dreams — which is why Squarespace is now available in Spanish! customers can now use the all-in-one platform with custom templates, a fully translated backend editing experience, and seamlessly integrated e-commerce and analytics capabilities, all in Spanish. Additionally, Squarespace’s award-winning support is available 24/7 for our Spanish-speaking customers.

 

 

 

  • Kimberly-Clark

Consumer packaged goods giant Kimberly-Clark has launched a global creative review, Adweek first reported.  The review includes only creative. WPP’s Mindshare, part of its GroupM unit, handles media planning and buying and is not part of the review. Although K-C has increasingly taken programmatic operations in-house.

 

 

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: FC Barcelona striker Javier Mascherano replaces Carlos Tévez on offense for Danone.
Why it matters: Because this Young & Rubicam campaign with TV, digital, outdoor, and social network ads, features the emblematic player of the Albiceleste who becomes a hero and makes a call to leave behind the pachorra, or indolence and listlessness that can get in the way of reaching goals and victories.

After the great Carlos Tévez’s departure to China, Javier Mascherano takes over on offense for Yogurísimo against the pachorra, in a play on the famous phrase he said to goalie Sergio Romero during the 2014 World Cup in Brazil, right before the penalty shootout in the semifinal match between Argentina and Holland: “Hoy te convertís en héroe” (Today you become a hero).

In the Young & Rubicam campaign, the Argentina National Soccer Team star and FC Barcelona striker not only invites us to leave behind our listlessness in life, but also goes on to rescue friends who’ve become discouraged.

Subscribe to Portada Sports Marketing Updates!

The pachorra is no match for the Albiceleste star, who gives his all on the pitch and is now the new face of the Yogurísimo brand.

“With this campaign, Yogurísimo Energía Total invites young people to become their friends’ influencers, so that they can shake off any listlessness or indolence and not miss out on life’s best experiences. The campaign tells a story through the hashtags #sebuscaheroe and #convertiteenheroe on digital platforms”, says Paola Valverde, Senior Brand Manager, Yogurísimo.

The campaign kicked off in February with TV, digital, and outdoor ads, along with a social media pachorra invasion on Yogurísimo’s Facebook page, and will continue developing with Yogurísimo and Mascherano updates throughout the year.

Fact Sheet:

Agency: Young & Rubicam
Client: Danone Argentina
Product: Yogurísimo Energía Total
Copywriter: Alejandro Álvarez – Santiago Ledesma
Producer: Castadiva
Director: Fatty Iastrebner
Sound Producer: Animal Music
Post-production: Lemon Drop

What: The Colombian singer will be the image of Activia, the main yoghurt brand of the French firm.
Why it matters: This is Activia’s first ever global integrated campaign to be launched in 55 countries.

shakiraActivia, Danone’s main yogurt brand, is launching a First Ever Global integrated Campaign ‘Dare To Feel Good’ Featuring the Colombian singer Shakira.The company is aiming to boost sales through this campaign, which kicked off last Sunday in 55 countries globally.

The campaign will run on digital, print and outdoor media, in addition to TV commercials, which were adapted to the legal frameworks that govern every nation where Shakira’s single ´Dare´ is rolling out.

The spot was created by Vinzius Young & Rubicam Barcelona along with a renew production team including the photographer and director Jaume de Laiguana, Oscar winner art director, Eugenio Caballero, and the award-winning Javier Aguirresarobe. Filmed in Barcelona, the ad shows the Colombian singer in a fantasy forest where she is showered with swirls of gold stardust and is dancing to express how good she feels inside.

“For the first time we are resorting to a global celebrity, so we hope to have a global impact,” said Santiago Mier, head of marketing for Danone Dairy.

“It is also different the way we communicate with people in a more modern and updated way.”

The Activia 360-degree campaign is supported by television, graphic and digital media, outdoor advertising, retail and public relations, as well as a brand new global URL: www.activia.com, that will integrate exclusive content including behind the scenes footage of the ad shoot.

Activia’s previous spot featured actress Jamie Lee Curtis talking openly about digestive health. While Shakira will not speak specifically on this subject, she will exemplifies how feeling good on the inside is essential to her self-expression as a world-famous dancer and performer.

Activia achieved global sales of about 2,5 million euros in 2013 (US $3,5 million), quite similar to previous year’s sales.

http://youtu.be/0aJvt80AU-8

Behind the scenes:

http://youtu.be/KpHHU6ER5BM

What: The Colombian singer will be the image of Activia, the main yoghurt brand of the French firm.
Why it matters: This is Activia’s first ever global integrated campaign to be launched in 55 countries.

shakiraActivia, Danone’s main yogurt brand, is launching a First Ever Global integrated Campaign ‘Dare To Feel Good’ Featuring the Colombian singer Shakira.The company is aiming to boost sales through this campaign, which kicked off last Sunday in 55 countries globally.

The campaign will run on digital, print and outdoor media, in addition to TV commercials, which were adapted to the legal frameworks that govern every nation where Shakira’s single ´Dare´ is rolling out.

The spot was created by Vinzius Young & Rubicam Barcelona along with a renew production team including the photographer and director Jaume de Laiguana, Oscar winner art director, Eugenio Caballero, and the award-winning Javier Aguirresarobe. Filmed in Barcelona, the ad shows the Colombian singer in a fantasy forest where she is showered with swirls of gold stardust and is dancing to express how good she feels inside.

“For the first time we are resorting to a global celebrity, so we hope to have a global impact,” said Santiago Mier, head of marketing for Danone Dairy.

“It is also different the way we communicate with people in a more modern and updated way.”

The Activia 360-degree campaign is supported by television, graphic and digital media, outdoor advertising, retail and public relations, as well as a brand new global URL: www.activia.com, that will integrate exclusive content including behind the scenes footage of the ad shoot.

Activia’s previous spot featured actress Jamie Lee Curtis talking openly about digestive health. While Shakira will not speak specifically on this subject, she will exemplifies how feeling good on the inside is essential to her self-expression as a world-famous dancer and performer.

Activia achieved global sales of about 2,5 million euros in 2013 (US $3,5 million), quite similar to previous year’s sales.

http://youtu.be/0aJvt80AU-8

Behind the scenes:

http://youtu.be/KpHHU6ER5BM

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.

  • Bulova – Global

Bulova, the timepiece and clock manufacturer, has chosen The San Jose Network as its AOR in Latin America . The agency has precense in 21 countires in Latin America and 36 markets. The agency will be in charge of implementing the global campaign of Bulova in the region.  Bulova has launched a global campaign as sponsor of the Manchester United.  The company has been named Manchester United’s official timekeeper and global partner earlier this year.

Football stars such as Wayne Rooney and Javier Hernandez are to star in an integrated marketing campaign. Speaking about the three-year sponsorship agreement, Vice-president of marketing at Bulova, Eric Hofmann, said the partnership was a “tremendous opportunity” to grow the brand internationally. “When searching for a partner that truly resonated on a global scale, we recognized Manchester United as a perfect fit.”

  • Mediacom – Dadone – Spain

Mediacom´s Group M has won the Dadone account for all Europe after a pitch. The agency will be in charge of the media buying and planning of all departments of the brand.

  • ARS DDB – Farmatodo – Venezuela

Farmatodo has chosen ARS DDB to work as its agency of record in Venezuela. The agency will be in charge of all the communication strategy and implentation.

  • Shackleton – Kelisto.es – Spain

The agency will be in charge of the Kelisto.es campaign in Spain. The campaign will be feature in the TV, radio and digital media in the country.

  • The Blend – US – Spain

Diluvia and Noline has merged to create The Blend. The agency will be managed by Juan Mariano Mancebo, Paco Segovia, Rosa Gonzalez, Hernan Goñi, Andres Linares and Miguel Angel Torres. The new agency will have offices in Miami and Madrid targeting the Spanish speaking world.

Free Email Updates
We respect your privacy.