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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!)

Sam Renbarger was hired by DDB as group strategy director on the Symantec and Energy Upgrade California accounts. Renbarger joins DDB San Francisco from Pereira & O’Dell, where he served as director of strategy.

 

 

 

 

 

Agency veteran Anne Marie Neal was promoted to the newly-created position of global CMO by RAPP. Prior to the promotion, she served as president of RAPP San Francisco, where she was instrumental in driving business growth.

 

 

 

 

 

Caroline Pay, Grey London’s joint chief creative officer, is poised to depart the advertising industry to become the chief creative officer of Headspace in LA. Pay will report to Headspace’s co-founder and chief executive Rich Pierson from 4 September, with a remit to direct Headspace’s creative team comprising content, design, marketing and communications.

 

 

 

Laughlin Constable, a Milwaukee-based independent agency, has removed Dan Fietsam from his position as chief creative officer on May 27 following sexual harassment allegations.

 

 

 

 

Jorge Hidalgo has joined Hemisphere Media Group as SVP of Operations.  Hidalgo will be responsible for Hemisphere’s technical operations with a focus on its Latin American businesses.

 

 

 

 

 

Olivia Browne, the managing director of Grey London, is leaving the agency due to family circumstances. Browne has been at the agency for just 12 months, joining from The Martin Agency where she held the same role. She previously worked at Channel 4 and Abbott Mead Vickers BBDO.

 

 

 

 

 

Marketing industry executive Jeannette Xenodakis has been appointed as media director by Republica, one of America’s leading and fastest-growing cross-cultural marketing and communications agencies. Xenodakis will lead Republica’s media strategy, planning, buying, and analytics practice.

 

 

 

 

 

Univision just announced that Randy Falco will retire from his role as President and Chief Executive Officer. The Board of Directors has appointed Vincent Sadusky, former Chief Executive Officer of Media General, to succeed Falco as Chief Executive Officer, effective June 1, 2018.

 

 

 

 

 

ThinkNow has hired Jannet Torres to the newly-created position of Vice President, Custom Research. Torres will have national responsibility for building ThinkNow’s multicultural market research and consumer insights team.

 

 

 

 

 

“Our State Farm sitcom, Los Asegurados, will be uploaded periodically for the next couple of months (through April) on the State Farm Latino Facebook and Twitter pages.  We know that Hispanics over index on social, which is why an online video series is a great way to reach this community,”  Patty Morris, Director of Branded Content at State Farm tells Portada. Morris provides more detailed explanations about the insurer’s  Hispanic millennial social video Campaign.

State Farm’s Los Asegurados Campaign focused on Hispanic l audiences is running through April. The campaign is an example of how major companies can use social media (organic and paid) to reach Hispanic millennials.

The Videos

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Patty Morris, Director of Branded Content at State Farm

Los Asegurados (“The Insured”). follows the story of a newlywed couple starting their lives together through a content series that shows slices of their life. “Think “Modern Family” with a Hispanic twist or “Que Pasa USA?” with a mature millennial vibe,” Morris explains. The episodes, running on Facebook and Twitter, follow the young couple as they buy a new car and start saving for their family’s future, showcasing how State Farm is there for them at every stage to help life go right.

Distribution and Promotion

There are a total of eight videos, targeting Hispanic millennials, which are being posted and promoted from December 2016 to April 2017.   The videos are promoted posts within the State Farm Latino Facebook and Twitter pages. “To reach a larger audience, sponsored video posts are targeted to people who aren’t necessarily followers of the pages, which our media partner, Resolution Media, optimizes on a regular basis,” says Morris.

Social is used as a way to build affinity and awareness with the brand within our marketing plan.

All content will have paid promotions on Facebook and Twitter. Morris explains that “Social is used as a way to build affinity and awareness with the brand within our marketing plan.” She adds that Hispanics value inclusive brands. “Using a cross-cultural approach with in-language efforts to reach the Hispanic market helps to demonstrate our commitment to diverse communities through social campaigns such as Los Asegurados as well as our community outreach and philanthropic efforts.”

Morris claims that there already has been positive response and comments on the videos. “For example, one user said in reference to Juan not liking to throw out his things: “That’s my husband he holds on to old stuff…lol…gotta love him.”

How Social Embeds into State Farm’s Overall Marketing Plan

“Los Asegurados is a social campaign that evolved from our Here to Help Life Go Right creative campaign which launched last year,” says MorrisIn June 2016, State Farm hit the refresh button on our brand. People knew that State Farm would always be there when things went wrong. What they didn’t realize is the many ways State Farm is here to help life go right. Some combinations in life go together better than others, like combining your home and auto insurance. Through these campaigns we want to show how State Farm is here to help life go right in an engaging way whether that’s by combining your home and auto insurance or help make financial topics less intimidating and more understandable among Latinos. State Farm agents serve as a great resource to provide needed tools, resources, and education to aid families moving into this stage in their lives. For us, being a good neighbor, Un Buen Vecino, is not just being there when things don’t go as planned; being a good neighbor is also about being “here” in all of life’s moments.

Los Asegurados Credits

State Farm’s in-house team led by Patty Morris, the effort involves a relatively large amount of partners including: Alma (creative), OMD (media), Resolution Media (paid social).

PRODUCTION

Production Company: Landia, Director: Karina Munition and Editor: Fro Rojas

Join us at PORTADA Mexico!

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 COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: Mars-Mediacom ::: Johnnie Walker-  Anomaly ::: Heineken, Sol and Amstel – Tribal and DDB ::: Avenida.com – Carlos y Darío ::: Laboratorios Argentia – Mídios :::

  • Mars

descarga (1)Mars has appointed WPP’s MediaCom as its global media planning agency of record after a pitch. MediaCom will take control of the account in 2015.So far, much of the business has been handled by Publicis Group’s Starcom, which will continue to handle media buying for Mars.Mars Incorporated owns the Snickers, Galaxy, M&M’s and Maltesers brands.The win comes shortly after MediaCom has won Coca-Cola’s US $100m Mexico account and Procter & Gamble’s LatAm and Caribbean digital business from Starcom.

  • Johnnie Walker

descargaJohnnie Walker has selected Anomaly as its new global agency of record following a pitch. Anomaly beat Ogilvy, Wieden & Kennedy, BBDO and incumbent BBH for the creative business. The Diageo-owned whisky brand had been with BBH for the last 15 years, and the agency was behind Johnnie Walker’s iconic “Keep Walking” campaign. Talk of a review began earlier this year when Anomaly released “A Gentlemen’s Wager,” a branded film promoting Johnnie Walker Blue Label featuring actors Jude Law and Giancarlo Giannini. Diageo spent US $380 million in measured media in 2013, an increase of 24.6% over the previous year, according to Ad Age’s DataCenter.

  • Heineken, Sol and Amstel / Argentina

tribal y ddb-The team formed by agencies Tribal and DDB has won the Heineken, Amstel Sol and Amstel accounts in a pitch organized by Grupo Consultores. Tribal will focus on digital and DDB on other duties.

 

  • Avenida.com – Argentina

avenida-Agency Carlos and Dario has added e-commerce site Avenida.com to its clients portfolio.The agency will work to position Avenida.com as the leading brand in electronic commerce.

 

  • Laboratorios Argentia – Argentina

midios-1Midios, the media agency led by Hector Gonzalez, has been chosen by Laboratorios Argentia to develop its strategy and media planning.

 

  • Enterprise Holdings

descarga (1)Car rental Enterprise Holdings that operates the Enterprise, National and Alamo brands has selected Dentsu Aegis Network’s Isobar to be its digital agency. 360i, another Dentsu agency, will continue to work in the social and performance media areas.