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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. 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!

  • MundoFox

HNQg_7KZ_400x400BARÚ, an independent, cross-cultural marketing and media agency has announced that MundoFox has named BARÚ, as its media agency of record. The agency has been awarded all media planning, buying and activation for paid consumer media.  BARÚ will work with MundoFox on planning and executing media buying efforts for the 2015 calendar year.BARÚ has been tasked with developing cross-channel consumer media campaigns that drive awareness, increase consideration and intent to watch and continue to position MundoFox as a leader in the Spanish-language television marketplace. Havas Media until recently was the media buying and planning agency for MundoFox.

  •  Mi Pueblo Foods

c7c192b8473c39c7c0cb8e3a755e16a8_reasonably_smallCLYP, a provider of mobile marketing automation for brick and mortar retailers, has  announced the integration of its ‘Big Data’ customer engagement platform with format Hispanic chain Mi Pueblo Foods. The CLYP platform allows Mi Pueblo and other Hispanic format clients to establish deep consumer engagement leading to more extensive insight into customers’ shopping behavior and buying patterns. Mi Pueblo joins other leading grocers, including Raley’s Supermarkets, using CLYP’s  mobile customer engagement platform to deliver personalized offers to  customer based on their shopping history, purchase behavior and location—giving consumers the offers they want, when they want them, where they want them. CLYP’s 360° marketing automation platform connects to customers’ mobile phones, whether or not they have an app, via SMS, pass, e-mail and push.

  • Kellogg’s

XmIYWWD4_reasonably_smallCereal  brand Kellogg Co. is launching a brand called Origins. The product will be sold under the Kellogg’s master brand name and will come in varieties such as muesli, “ancient grains” and granola. The new offering comes as Kellogg struggles to grow its cereal brands in the midst of changing consumer eating habits and new breakfast competition from products such as yogurt. Origins will launch mid-year.Total cereal category sales in the U.S. fell 3.8% to US$8.9 billion in the 52 weeks ending Jan. 25, according to IRI. Kellogg fared worse, with its sales dropping 5.4% to about US$2.7 billion, according to IRI. Kellogg also recently launched a new digital platform called openforbreakfast.com in January meant to answer consumer questions using videos, infographics and interviews with Kellogg employees. (Check out a recent Portada interview with a Kellogg Multicultural Brand Marketer.)

  •  Royal Caribbean

twitter-profile_reasonably_smallRoyal Caribbean International is reviewing its global creative agency business, with a decision expected by May.Incumbent JWT will defend. Media, handled by the agency’s WPP corporate sibling, Mindshare, is not part of the current review, which will be managed internally.In the first nine months of 2014, Royal Caribbean spent US$58 million in measured media, according to Kantar. For all of 2013, the brand invested US$81 million.

  • Darden

descarga (1)Restaurant holding company Darden has launched a media agency review for both its Olive Garden and Longhorn Steakhouse chains.In 2010, incumbent Starcom was selected to handle the assignment.At that time, the company was spending around US$300 million annually on ads for all of its restaurants and the firm also owned the Red Lobster chain. Starcom sibling Spark won media chores for Red Lobster after the sale. Those duties are not in review.In November the new board, headed by Starboard CEO Jeffrey Smith, hired executive recruiter Korn Ferry to conduct a search for a new CEO. That search is ongoing.

 

  • Coca-Cola

descargaCoca-Cola is celebrating the 100th year of its iconic bottle with a global ad campaign in more than 100 countries. The campaign is expected to begin this week. Agencies working on the effort include Wieden & Kennedy, Portland, and Ogilvy, Paris. Other marketing assets shown during the presentation included the phrase “100 years of phsst, fizzzz, clink clink, glug, glug … ahhh.”The campaign comes as the company embarks on a cost-cutting program targeting US$3 billion in annualized savings by 2019. Plans include pouring some of the savings into brand-building.The company would add US$250 million to US$350 million in global media investment in 2015. Other efforts to promote the Coke bottle anniversary include an exhibit opening called “The Coca-Cola Bottle: An American Icon at 100,” later this month at the High Museum of Art in Coke’s hometown of Atlanta.The bottle was originally designed by the Root Glass Company in Terre-Haute, Ind. It “offered a distinct package for an already ubiquitous product launched in 1886,” according to Coke. The company called for the bottle to be colored “Georgia Green,” as a tribute to the brand’s home state.

https://www.youtube.com/watch?v=lNQCrxFV0cU

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: Fusion, Univision-ABC’s new cable network, has announced the brands it will be partnering with.
Why is it important: The importance of English language is beginning to be recognized among advertisers who want to reach Latino millenials. That is a sign of a major cultural change.

Fusion –the news, pop culture and satire network from ABC and Univision– announced today that several of America’s most recognized brands have signed on as launch partners. Allstate, AT&T, Darden, Disney Parks, Johnson & Johnson Consumer, Kay Jewelers, Rayovac -division of Spectrum Brands-, Samsung, and Toyota are among the advertisers partnering with Fusion, which launched in millions of homes nationwide on Monday, October 28.

All of these brands are aware that marketing for Hispanics doesn’t necessarily mean “Spanish-language marketing“. In fact, Fusion is targeting second and third-generation Hispanics in the U.S., young people who do not like to be considered strictly “Latinos”, but who describe themselves as Americans and want to be addressed as such. Besides, actually, as reported by Pew Research, when it comes to news consumption, a growing share of Latinos prefer English. 90% of Latinos ages 18 to 29 who get their news from television do so in English. When it comes to other forms of entertainment, such as television and music, use of English is higher among younger Latinos.

“Fusion is going to provide quality content that is relevant for a young, digital, and diverse America,” said Catherine Sullivan, Senior Vice President of Sales for ABC News and Fusion. “We are delighted that several of America’s most recognized brands have identified Fusion’s programming as a unique opportunity to reach one of the fastest growing audiences in the country.”

“Hispanic millennial consumers are hungry for content that’s not only engaging, but that they also find contextually and culturally relevant on every screen,” said Lia Silkworth, EVP, Managing Director, Tapestry. “We believe Fusion is an innovative new way to reach this consumer.” Tapestry, a division of SMG Multicultural, specializes in connecting brands with emerging market consumers in the United States.

With a unique mix of original reporting and satire programming that is smart and irreverent, Fusion will inform, empower, and inspire viewers by creating dynamic multi-platform conversations around the most resonant issues facing millennials. Millennials are the most diverse generation in America today, with Hispanics representing one in five adults 18-34. Over the course of the next five years this group is expected to eclipse Boomers at $3.39 trillion in spending power.
About Fusion

Fusion is a news, pop culture and satire TV and digital network. It will engage and champion a young, diverse, and inclusive America with a unique mix of smart and irreverent original reporting, lifestyle and comedic content. Fusion launched in millions of households nationwide on October 28, 2013. Six major distributors are carrying the cable network, including Cablevision, Charter, Cox, AT&T U-Verse, Verizon FiOS and Google Fiber. For more information about Fusion visit fusion.net or follow us on Twitter, @ThisIsFusion, and facebook.com/FusionNetwork. Fusion is a joint venture between Univision Communications Inc. and the Disney/ABC Television Network.

About SMG Multicultural
SMG Multicultural is the largest brand communications organization in the U.S. specializing in Hispanic, African-American, Asian-American and emerging market consumers. Within our three brands -Chicago-based Tapestry and Spark Multicultural and New York-based 42 Degrees at MediaVest (MV42)- we offer a portfolio of strategic services that engage consumers in meaningful ways with some of the top brands across the globe. Whether its media planning and buying, communications planning, performance media, digital communications, data and analytics, branded entertainment, gaming or event marketing, our media experts consistently strive to lead and invent within the multicultural space.

What: Fusion, Univision-ABC’s new cable network, has announced the brands it will be partnering with.
Why is it important: The importance of English language is beginning to be recognized among advertisers who want to reach Latino millenials. That is a sign of a major cultural change.

Fusion –the news, pop culture and satire network from ABC and Univision– announced today that several of America’s most recognized brands have signed on as launch partners. Allstate, AT&T, Darden, Disney Parks, Johnson & Johnson Consumer, Kay Jewelers, Rayovac -division of Spectrum Brands-, Samsung, and Toyota are among the advertisers partnering with Fusion, which launched in millions of homes nationwide on Monday, October 28.

All of these brands are aware that marketing for Hispanics doesn’t necessarily mean “Spanish-language marketing“. In fact, Fusion is targeting second and third-generation Hispanics in the U.S., young people who do not like to be considered strictly “Latinos”, but who describe themselves as Americans and want to be addressed as such. Besides, actually, as reported by Pew Research, when it comes to news consumption, a growing share of Latinos prefer English. 90% of Latinos ages 18 to 29 who get their news from television do so in English. When it comes to other forms of entertainment, such as television and music, use of English is higher among younger Latinos.

“Fusion is going to provide quality content that is relevant for a young, digital, and diverse America,” said Catherine Sullivan, Senior Vice President of Sales for ABC News and Fusion. “We are delighted that several of America’s most recognized brands have identified Fusion’s programming as a unique opportunity to reach one of the fastest growing audiences in the country.”

“Hispanic millennial consumers are hungry for content that’s not only engaging, but that they also find contextually and culturally relevant on every screen,” said Lia Silkworth, EVP, Managing Director, Tapestry. “We believe Fusion is an innovative new way to reach this consumer.” Tapestry, a division of SMG Multicultural, specializes in connecting brands with emerging market consumers in the United States.

With a unique mix of original reporting and satire programming that is smart and irreverent, Fusion will inform, empower, and inspire viewers by creating dynamic multi-platform conversations around the most resonant issues facing millennials. Millennials are the most diverse generation in America today, with Hispanics representing one in five adults 18-34. Over the course of the next five years this group is expected to eclipse Boomers at $3.39 trillion in spending power.