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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.

  • Best Buy

Big-box consumer electronics retailer Best Buy Mexico is opening a new store in Aguascalientes and 7 other stores in Mexico this year, bringing the total number to 42. Five of the new stores will open in five cities that will be new for the retailer, which will extend its presence to 15 states. The goal of reaching all 32 states. Best Buy intends to invest heavily in distribution centers and electronic control systems. José Camargo Samperio, Ecommerce SubDirector, Best Buy Mexico is a member of Portada´s Brand Star Committee LatAm. 

 

 

 

  • Natura &Co / Avon

Brazilian Natura &Co announced that it is acquiring Avon Products, Inc. in an all-share transaction, creating the fourth-largest pure-play beauty group in the world and a major force for good in the industry.The combination creates a best-in-class multi-brand and multi-channel beauty group, with direct connections to consumers on a daily basis. The group will hold leading positions in relationship selling through Avon´s and Natura’s over 6.3 million Consultants and Representatives, a global footprint through 3,200 stores, as well as an expanded digital presence across all companies. The combined Group is expected to have annual gross revenues of over US$10 billion, over 40,000 associates and be present in 100 countries. The expanded group will bring beauty to over 200 million consumers across the world, anytime, anywhere, every day. By adding Avon to a portfolio that already includes Natura, The Body Shop and Aesop, Natura &Co will enhance its ability to better serve its different consumer profiles and distribution channels and expand into new geographies. As part of this transaction, a new Brazilian holding company, Natura Holding S.A., has been created. Upon closing, the Board of Directors of the combined company will consist of 13 members, 3 of which will be designated by Avon. Closing is expected in early 2020.

 

  • Disney

Disney is about to kicked off a review of its entire global media planning and buying business, Adweek reports. The pitch, expected to kick off in the fall, will involve a series of incumbent agencies from four major holding companies, as well as independent network Horizon Media for the entirety of Disney’s portfolio. Disney recently selected OMD Entertainment to handle U.S. media for 20th Century Fox. Disney spent around US$1 billion on measured marketing globally in 2018.

 

 

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

  • Life Fitness & Smart Fit

World leader in commercial fitness equipment Life Fitness will equip 450 Smart Fit gyms by the end of 2021 in the region. With more than 600 units distributed in Brazil, Mexico, Chile, Dominican Republic, Peru, Colombia, Argentina and Ecuador, Smart Fit grew 34% last year, reaching 2 million customers.For the next three years, the company’s goal is to continue to grow in the region. Among the plans is the purchase of equipment for 600 units, between new facilities and refresh. Considered as key accounts, the major fitness networks, such as Smart Fit, has a relevant representation on Life Fitness’ revenue.

 

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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!)

 

Omnicom has appointed Audrey Melofchik to President, DDB New York in addition to her current role overseeing Velocity OMC, Omnicom’s dedicated Johnson & Johnson agency. In her new role as dual President, she will have the same role and responsibilities at both agencies, reporting directly to Paul Gunning, President and COO of DDB U.S.

 

 

 

Leo Burnett has announced that executive chairman Mark Tutssel will retire after 34 years with the company. After a career as a leading creative director who helped drive Leo Burnett as a top agency, Tutssel will leave in June after aiding the transition process. He will work with Nick Law, chief creative officer of Publicis Groupe, and the Leo Burnett Global Creative Council, to aid its evolution.

 

 

 

Disney has tapped Fox Television Group’s CMO Shannon Ryan as President of Marketing for ABC Entertainment and Disney Television Studios. In this role, Ryan will overlook marketing, publicity, and communications for the network and Disney TV Studios.

 

 

 

 

LBI Media, a Spanish-language broadcasting company in the U.S., announced that it has appointed Wynette Gallegos Ortiz as director of sales for the Houston market. Ortiz has been with LBI Media since 2001. In this role, she will be responsible for staff recruitment, training, and development, as well as sales performance and revenue growth for LBI Media’s cluster of television and radio stations.

 

 

 

GroupM’s global data and measurement-driven media agency Essence has named Kyoko Matsushita the company’s first Global Chief Client Officer. Matsushita currently serves as Essence’s APAC CEO. She will continue to oversee the region as she transitions to her new global role.

 

 

 

 

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • OTT streaming service DAZN has detailed its expansion into the US, following parent company PerformGroup’s $1 billion joint venture with Matchroom Boxing and a nine-figure multiyear global distribution agreement with Bellator MMA. The first-ever fight night will be headlined by heavyweight world champion Anthony Joshua and Alexander “The Russian Warrior” Povetkin, on Sept. 22 live from Wembley Stadium in London.

 

  • AngelsThrough the first half of the 2018 MLB season, viewership of Los Angeles Angels telecasts on FOX Sports West has delivered the highest year-over-year ratings increase of any MLB team, according to the network. At the All-Star Break, current local-market household ratings on FOX Sports West are up 79% in comparison to last season.

 

  • Activision Blizzard has agreed to a multi-year broadcast rights deal with Disney to televise the eSports Overwatch League across ESPN, ESPN 2, Disney XD, ABC, and all related streaming services. “ESPN is invested in the growth of the NBA and now we hope they are invested in the growth of our league. That’s what makes it a significant moment,” stated Pete Vlastelica, president and chief executive of Activision Blizzard esports leagues. Hispanics expressed more interest in watching others play video games compared to Non-Hispanics, according to a 2014 Think Now Research study.

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  • Amazon is expanding its cloud computing deal with MLB, with a new set of real-time statistics and graphics for live baseball games. The deal makes use of Amazon Web Services’ artificial intelligence and machine learning capabilities, follows a similar deal with the National Football League in November. 31% of MLB players are Latino, according to ESPN.

 

  • Pizza HutPizza Hut announced a sponsorship deal with the Pittsburgh Steelers, to mark the second official NFL team partnership for the brand, following the Seattle Seahawks. “Few franchises in sports are as revered as the Pittsburgh Steelers, so it is with great pride that we enter into a partnership with one of the most iconic teams in the NFL,” said Zipporah Allen, CMO, Pizza Hut.

 

  • Mercedes-Benz is partnering with ProGaming Italia and Sony Interactive Entertainment Italy to launch the Gran Turismo Sports E-Cup by Mercedes. A total 12 racers will compete for the championship on Oct. 7, the last day of Milan Games Week. 

 

  • Chipotle Mexican Grill has been named the presenting sponsor of the US Lacrosse Nationals, the national governing body’s signature youth tournament running Aug. 2-5, 2018, in Frederica, Del. “Chipotle has been one of our organization’s most supportive partners, and we are thrilled to evolve that partnership to include Chipotle as the presenting sponsor of our premier youth event,” said Brett Hurwitz, VP of marketing and communications at US Lacrosse.

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  • UFC Fight Pass will now live-stream events from the new Karate Combat promotion, beginning with next Saturday’s event out of Athens, Greece. Karate Combat features elite level karateka using full contact rules. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.

 

  • GEICOGEICO is planning to launch the GEICO Gaming Ambassador program, tapping four influencers who reflect “the best values the gaming and esports communities can offer. Brian Kibler and Pokimane are the first two names announced for the initiative. They will be doing posts, commentary, and answering questions on Twitter, Instagram, and Twitch about it.

 

  • ESPN Deportes will present more than 600 hours of coverage of the XXIII Central American and Caribbean Games from Barranquilla, Colombia, across ESPN Deportes and the ESPN App. The coverage includes highlights of all the competitions including, gymnastics, swimming, boxing, volleyball, women’s and men’s soccer, women’s and men’s basketball, among others.

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!)

LUNA United, the modern content production agency within the communications group UNITED COLLECTIVE, announced that Adrian Castagna has joined as Head of Integrated Production. In this role, Castagna will propel in-house production to create content with cutting-edge design in response to the needs of today’s client and cultural demands.

 

 

 

 

Nancy Dubuc has been named CEO of Vice Media. Vice co-founder Shane Smith will take a new role as executive chairman. The news was announced a day after Dubuc stepped down from her position at A+E Networks.

 

 

 

 

 

Walt Disney Co. is reorganizing to create a direct-to-consumer and international unit. Kevin Mayer, Disney’s chief strategy officer since 2015, was named chairman of the new unit. The reorganization leaves Disney with four segments. In addition to the new unit, there are Media Networks; Studio Entertainment and a segment that combines Parks, Experiences, and Consumer Products.

 

 

 

 

MediaCom has promoted Kate Rowlinson to new managing director, Worldwide Hubs. She was previously joint managing director of EMEA.

 

 

 

 

 

 

BBC has named Kerris Bright as chief customer officer. In this newly-created role, she’ll be responsible for developing a “closer, more personal relationship” between the organization and consumers, namely license fee payers and those signing in to BBC services, the corporation said.

 

 

 

 

Jesús Chávez has been promoted from SVP of Operations to Chief Operating Officer at Latino digital media company mitú. Based in the company’s Los Angeles headquarters, he reports to CEO Herb Scannell.

 

 

 

 

 

 

Gastón Tourn is the new chief marketing officer of Badoo. He had previously worked at Google for almost 5 years.

 

 

 

 

 

Ogilvy Miami has announced the incorporation of two new creatives that will help expand the firm’s reach in the United States Hispanic market. Uriel Sanchez will take the role of Art Creative Director and Carlos Cervantes Perk will be Copy Creative Director. Both creatives have experience working at Ogilvy Mexico.

 

 

J. Walter Thompson Co. has announced it is eliminating the position of worldwide chief creative officer. Matt Eastwood, who has held that position since July 2014, will leave to “pursue other interests.”

 

 

 

 

 

Dawn Hudson announced plans to step down from her role as chief marketing officer of the National Football League.

 

 

 

 

What: American TV broadcaster Comcast has offered US $31 billion for British company Sky.
Why it matters: This bid directly competes with 21st Century Fox’s Rupert Murdoch’s offer, which was provisionally blocked by the British Competition and Markets Authority (CMA) in January.

Comcast Corporation, owner of CNBC and Universal Pictures, has announced in a press release that the firm has presented a US $31 billion offer to acquire Sky. At £12.5 per share, Comcast’s offer exceeds Murdoch’s £10.75 by 16%.

“Sky has been a consistent innovator in its use of technology to deliver a fantastic viewing experience and has a proud record of investment in news and programming. It has great people and a very strong and capable management team,” said Brian L. Roberts, CEO of Comcast Corporation.

Bob Iger and Rupert Murdoch, photo by Disney©

The news is an interesting turn of events for Disney, whose CEO Bob Iger has a pending arrangement with Fox, which was announced after Murdoch’s offer got blocked by the CMA. Will Disney be content with acquiring Fox without Sky? Probably not, especially if we remember Iger said Disney would not be forced to bid should Fox fail to acquire the totality of Sky, which he called “a crown jewel” among Fox’s assets.

Will Iger be satisfied by the agreement with Fox if Comcast’s bid prevails over Murdoch’s, or will he engage in a bidding war with the American broadcaster? We’ll see.

A summary of the most exciting recent news in online video and ad tech in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

VidaPrimo, a multi-platform music network, will begin distributing its music videos and related content onto online video platform Dailymotion. Dailymotion is the latest syndication platform for VidaPrimo’s #3 comScore rated network. The announcement was made by VidaPrimo Chairman Jason Peterson. Peterson’s GoDigital Media Group purchased VidaPrimo last year in a US $$3.5 million deal and integrated it into its AdShare monetization unit and is now rebranding it in the U.S. Hispanic market and Latin America as VidaPrimo. The announcement was made by AdShare CEO Jason Peterson.

The Walt Disney Company has revealed that it will pay US $1 billion for a one-third stake in BAMTech Inc., a technology and streaming business formed by the Major League Baseball, to launch a new online  platform this year. ESPN offerings will not be included in it.

PORTADA RESEARCH: Hispanic Online Video Ad Market to Soar to US $450 million. In a new report Portada estimates that the Hispanic Online Video Ad market volume will climb to US $450  million by 2020. Particularly high growth is to be expected by branded content videos. Among video ad-tipes, in-stream will continue to have the largest share, although out-stream will grow at a higher rate.

Hulu’s advertising-supported, free TV programming platform is shutting down. Users can still access Hulu’s library of TV shows for free.

Procter & Gamble Co., which spends more on advertising than any company in the world, has announced that it will decrease its investment in Facebook ads targeting specific consumers due to poor effectiveness. It will increase its allocation in mass media such as TV.
turner turnerTurner Broadcasting is investing in millennial women, leading a US $ 45 million funding round for publisher Refinery29Turner’s Christina Miller, president and GM of Cartoon Network, Adult Swim and Boomerang, will join the board at Refinery29.

Brightcove, Inc., a leading global provider of cloud services for video, announced today that Frost & Sullivan has awarded Brightcove with its 2016 Market Leadership Award for Global Online Video Platforms (OVP). Brightcove, which was selected for the Award in 2011, 2012, and 2014, was again recognized for its ongoing dominance in market share, brand strength, and growth, including both product and global expansion.

LATAM MARKET

Samsung Pay entered Brazil before the Olympics: it’s foray into the Latin American market.

samsungA study by Mexico’s Instituto Federal de Telecomunicaciones (IFT) claims that despite the growth of online video platforms, almost six in ten Mexicans only use free-to-air (FTA) and linear TV for watching content.

Over the last 90 days, videos related to the Rio Olympics have generated 1.1 billion views across platforms, according to online video analytics firm Tubular LabsFacebook got 5558M views, 20K uploads), followed by YouTube (516M views, 31.2K uploads) and Instagram (28M views, 9562 uploads).

Get ready for the 2017 Online Video Marketing Guide to be published on October 25, 2016 with the latest stats/projections and intelligence on the Ad-Driven Online Video market (OTT) throughout the Americas.  To align your brand with this important annual reference and thought leadership report, please contact Portada’s Sales and Marketing Director Kelley Eberhardt at kelley@portada-online.com.

A study by Planning Quant revealed that over one in four Mexicans (25.8 percent) watch audiovisual content on the internet, mostly on smartphones. The most popular online platform is YouTube with 92% of users, followed by Netflix with 20% and ClaroVideo with 6%.
Over 80% of Latin American viewers check mobile platforms while watching live sports, so Argentina’s Internet Advertising Bureau (IAB) has advised that advertisers focus on second screens during Rio 2016. IAB’s analysis of CensusWide’s Teads‘s survey shows that over eight in ten Latin American football fans consumed online content through their smartphones while watching live games of the Copa América in June.

SportsProMedia.com has published an interesting piece on how Grupo Globo, Brazil’s most powerful media conglomerate, is covering the Rio Olympics.

What: Disney is the world’s most powerful brand, measured on brand strength, thanks to Star Wars’ record-breaking success, according to Brand Finance, which just released its 2016 ranking. Despite slowing sales, Apple is the world’s most valuable brand, up 14% to US$145.9 billion.
Why it matters: Shares of strongest brands, 4 of which are Chinese, tend to outperform the S&P 500 average. This shows what a substantial effect effective marketing can have on brand and shareholder value.

descarga (2)Every year, brand valuation and strategy consultancy Brand Finance puts thousands of the world’s top brands to the test. They are evaluated to determine which are the most powerful (based on factors such familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation) and which are most valuable and ranked to form the Brand Finance Global 500.

The World’s Most Powerful Brands (Top 10)

Rank
(brandstrength)
2016
Rank
(brandvalue) 2016
BrandSectorCountryBrand Value 2016 (USDm)Brand Strength Index Score (/100)BrandRating 2016
124Walt DisneyMediaUS31,67491.8AAA+
2324LegoToysDenmark4,52091.6AAA+
380L’OréalConglomerateFrance14,99091.5AAA+
458PWCCommercial ServicesUS18,56991.5AAA+
5288McKinseyCommercial ServicesUS4,88191.4AAA+
629NikeApparelUS28,04190.7AAA+
779Johnson’sConsumer ProductsUS15,11590.7AAA+
817Coca-ColaSoft DrinksUS34,18090.4AAA+
972NBCMediaUS16,10389.7AAA+
102GoogleTechnologyUS94,18489.5AAA+

Disney is the world’s most powerful brand. Disney’s strength is founded on its rich history and original creations, however its now dominant position is the result of its many acquisitions and the powerful brands it has brought under its control. ESPN, Pixar, The Muppets and Marvel are all now Disney owned, but perhaps its most important acquisition of all has been Lucasfilm, and thus Star Wars.

Star Wars Episode VII ‘The Force Awakens’ has broken countless box office records, becoming the fastest to take US$1 billion, enjoying the most successful opening weekend ($529 million) and based on its total box office gross of nearly US$2 billion is Disney’s most successful film ever. Meanwhile Star Wars toys have generated over US$700 million.

Brand Finance has estimated the value of the Star Wars brand to be US$10 billion, dwarfing the US$4.05 billion Disney paid for Lucasfilm in 2012. Though this might suggest that Disney engineered a very favourable deal, it has undoubtedly contributed to the growth of the Star Wars brand. Disney is managing to exploit the Star Wars concept both rapidly and sensitively, a difficult feat to pull off. Disney styles itself as ‘the happiest place on Earth’. That has proved true not just for its customers but for investors too.

Lego Loses Out

Lego has lost its position at the top of the table. Though it remains a very powerful brand and retains its AAA+ brand rating, the Danish company has been beset by a series of controversies of late which threaten to affect its wholesome image. It has been fined by German regulators for attempting to prevent retailers from discounting its products. It was also accused of colluding in censorship for trying to prevent dissident Chinese artist Ai Wei Wei from using Lego in his work. Lego has since reversed its policy of restricting purchases to be used for political ends following widespread condemnation (including from Ai Wei Wei himself).

Brand strength/power is only the initial part of Brand Finance’s analysis however. Using its Brand Strength Index assessment, BrandFinance determines a royalty rate for each brand, which is then applied to revenue information to calculate the brand’s value.

The World’s Most Valuable Brands (Top 10)

Rank 2016Rank 2015BrandSectorDomicileBrand Value 2016 (USDm)BrandRating 2016BrandValue Change (%)Brand Value 2015 (USDm)BrandRating 2015
11AppleTechnologyUS145,918AAA13.7%128,303AAA
23GoogleTechnologyUS94,184AAA+22.8%76,683AAA
32SamsungTechnologyS Korea83,185AAA1.8%81,716AAA-
48AmazonTech/RetailUS69,642AA+24.1%56,124AAA-
54MicrosoftTechnologyUS67,258AAA0.3%67,060AAA
65VerizonTelecomsUS63,116AAA-5.5%59,843AAA-
76AT&TTelecomsUS59,904AA+1.8%58,820AA+
87WalmartRetailUS53,657AA-5.4%56,705AA+
911China MobileTelecomsChina49,810AAA-4.0%47,916AAA-
1015Wells FargoBankingUS44,170AAA-26.5%34,925AAA-


Apple Not Rotten Yet

Photo: licensed Creative Commons
Photo: licensed Creative Commons

In terms of brand value, Apple comes out on top. Apple has maintained its dominance at the summit of the Brand Finance Global 500.Brand value is up 14%, thanks to the huge success of the iPhone 6 and recently released iPhone 6s. Revenue for Q4 of the fiscal year 2015 was a record-breaking US$51.5 billion with profits at US$11.1 billion while revenues for the year were US$233.7 billion. This huge surge is partly responsible for recent disappointing sales growth (the slowest since the iPhone was launched in 2007). However with 74.8 million handsets sold in the last quarter in a saturated market, assertions that Apple has gone rotten are premature. Apple Pay is beginning to generate traction, potentially heralding the brand’s long-anticipated expansion into the broader arena of financial services, to say nothing of its rumoured foray into the auto industry.

China’s Fantastic 4

Chinese firms are among the top performing from any sector; four of the top ten are Chinese including all four of the top performing brands. WeChat is a good example. Its user base grew over 40% between late 2014 and late 2015 and is now over 650 million, with 70 million outside China. It is often compared to the more familiar (at least in the West) Whatsapp. However WeChat is much more than a messaging app and offers video-gaming and payment services. Brand value is up 83% to US$6.5 billion. Evergrande Real is the fastest growing brand this year, having added 112% to its brand value between 2015 and 2016. While the continued rapid growth of Chinese firms is to be welcomed and lauded, the presence of a real estate brand at the top of the list could be grist to the mill of those claiming that China’s property market is overheated and its economy as a whole set for a shock.

VW Goes into Reverse

Volkswagen is also amongst this year’s worst performing brands. This may come as little surprise given the scale of the scandal that has engulfed the brand, following revelations that it programmed its diesel vehicles to activate their optimal emission-reduction settings only when being tested and that, driven under normal conditions, they would emit up to 40 times the more nitrogen oxide. In December BrandFinance estimated that VW may see brand value fall by as much as $10 billion. In fact the affair has turned out to be even more damaging than that. Brand value is down by US$12 billion to US$18.9 billion leading to a fall in rank from 17th to 56th.

Brand Value and Share Price

In December of 2015 Brand Finance took a retrospective look at the share price of the world’s Programmatic Tradingmost valuable brands and the subsequent stock market performance of the businesses that own them, revealing compelling evidence to suggest that highly branded businesses and those with strong brands can outperform the market.

Between 2007 and 2015, the average return across the S&P was 49%. However by using Brand Finance’s data, investors could have generated returns of up to 97%. Investing in companies with a brand value to enterprise value (BV/EV) ratio of greater than 30% would have generated returns of 94%. Investing exclusively in the 10 companies with the highest BV/EV ratios would have resulted in a 97% return.

115 of the top 500 brand in the 2016 list fall into this category. The group includes luxury goods businesses that one might expect to be highly branded such as Burberry, Gucci and Ralph Lauren, well-known consumer brands such as Audi, Land Rover, Dove, Ikea and Nestle, but also financial and B2B brands such as Shinhan, Fujitsu and Allstate. It will be interesting to see whether these brands deliver similarly impressive investor returns over the coming years.

 

 

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.

  • Disney

OMD is taking on media responsibilities for Disney’s movie business. Annual media spending on the account is estimated at $800 million. As a result of the move—which came without a pitch—staffers from the incumbent agency, Publicis Groupe’s 4D, will follow the business to OMD. OMD is expected to keep the dedicated unit intact under U.S. CEO Monica Karo.In March 2011, after a three-month review, Disney split its $1 billion in media spending between Publicis Groupe, which landed responsibility for studio, home entertainment and interactive gaming, and Carat, which won duties for theme parks and resorts. The shift comes as Publicis Groupe and Omnicom are working toward the expected first-quarter completion of their merger but the move is not related to that transaction, sources said.

  • NASCAR

NascarKenny Mitchell was named managing director of brand and consumer marketing at NASCAR, where he will be charged with helping target the youth, millennial and multicultural audience segments. He joins NASCAR from the Dew Tour, which is a unit of Alli Sports and the NBC Sports Group, where he was VP and general manager. Prior to that he held sports marketing positions at Pepsico and also was director of sports marketing at Gatorade.

  • JC Penney

JC Penney is starting its first national Holiday TV advertising in many years, Ad Age reports. Senior VP of marketing Debra Berman worked with new agency Doner on the campaign, which will include six different TV spots running from now until Christmas, e specific spots targeting Hispanic consumers in markets such as Miami and Los Angeles and the company is introducing its first Facebook page in Spanish. The spots will be less based on promotional pricing and focus more on the scope of gifts that can be purchased for different members of the family.

  • AeroMexico

Mexican airline Aeromexico announced new seasonal services from New York City to Puerto Vallarta and Los Cabos as of January 16th and 18th of this year. Aeromexico will also add three weekly flights to the daily service it currently offers between New York City and Cancun as of December 20th.Aeromexico will offer 42 weekly flights from New York, strengthening its extensive global network and increase its seat offerings to provide additional connectivity options and expand tourist travel to Mexico.

  • Jamba Juice

Jamba JuiceJamba Juice just named the Austin-based Latinworks as its total-market agency for a large campaign to reposition the brand.The national Jamba Juice campaign will roll out in the first quarter of next year, and focus on the brand’s expansion of pure juicing and healthy lifestyle advocacy, FastCompany reports. Details of the spots aren’t public yet, but there will obviously be a heavy multicultural component, particularly considering that 40% of Jamba Juice’s business is in California.

  • Diageo

The drinks business of Diageo and the National Basketball Association (NBA) have joined under a multiyear marketing partnership that will make Diageo exclusive partner of the league.Diageo brands Ciroc® and Crown Royal® will be integrated into marketing initiatives across the NBA and NBA Development League (NBA D-League), with Diageo conducting activities under the Baileys brand with the Women’s National Basketball Association (WNBA).

  • Papa John’s

Papa John'sPizza chain Papa John’s International is searching for a new national advertising agency of record, as ZGroup, a division of Ft. Lauderdale, Fla.-based Zimmerman Advertising has chosen not to defend the account now up for agency review. “As the recognized industry leader in customer happiness and the leader in digital ordering, Papa John’s has built an incredible amount of momentum over the past few years,” John Schnatter, Papa John’s founder and chief executive, said in a statement. “We feel the timing is right to seek an agency partner that can capitalize on that momentum and help advance our brand to the next level through fresh thinking, brand messaging and more innovative, integrated marketing.”
Zimmerman held the Papa John’s account for many years, and former Papa John’s chief marketing officer Andrew Varga left the Louisville, Ky.-based chain this past March to become Zimmerman’s president.ZGroup also plans and buys national media for Papa John’s and handles creative and media responsibilities for franchisee and co-operative advertising. Papa John’s has no plans to review media planning and buying. Papa John’s spends approximately US$ 120 million in annual advertising expenditures.

  • TAME

Ecuadorian airline TAME launched a new daily service between Guayaquil – Ecuador, and New York. The service started on last Friday November 22.

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Fusion, the cable channel  joint venture from ABC-Univision, last week announced  it is launching on October 28. The new channel will launch in millions of households nationwide. Six of the nation’s biggest cable distributors have already agreed to carry the network, including Cablevision, Charter, Cox, AT&T U-verse, Verizon FiOS and Google Fiber. When asked by Portada which advertisers are confirmed for the new network, a Fusion spokeswoman said that they “will be announced in the weeks ahead.” Portada’s editorial team tried to answer 5 questions about Fusion’s advertising revenue potential. Here is our take.

Do media buyers and planners realize that reaching the Hispanic population does not necessarily mean to buy Spanish-language media?

1. Are media buyers interested enough in English-language Hispanic media as to sustain Fusion?

FusionThe big question here is whether English-language media targeting Hispanics is currently attracting enough advertising dollars to sustain itself.  To be sure, there is potential: the demographic trends show that the bilingual and English-dominant sectors of the Hispanic population are growing. But are media buyers and planners already in tune with this trend? As market observers tell Portada, often media buyers react confused when told that buying Hispanic media does not necessarily mean “Spanish-language media”. For the success of networks like Fusion, to some extent, it seems that there needs to be a paradigm change in the way media buyers and planners approach the Hispanic market.

2. How have other new media properties targeting English-dominant Hispanics been received?

There are encouraging signs coming from the Hispanic magazine market.  “Most recent magazine launches have targeted English-dominant Hispanics”, says Carlos Pelay, president and founder of research firm  Mediaeconomics. “Last year Cosmopolitan for Latinas launched with 2 issues and has expanded their schedule to 4 issues in 2013.  Glam Belleza for Latinas – a supplement to Glamour magazine – has also launched.  Most of the new activity is targeted at acculturated, English-dominant Latinas as both of these high-profile launches have English-language editorial,” Pelay adds These new magazines have helped to propel the Hispanic magazine sector to its highest first quarter ad  revenue figure ever (US $49.1 million) since MediaEconomics started measuring Hispanic magazines in 2002.

Fusion is the new 800-pound gorilla among English-dominant media targeting Hispanics.

3. Does Fusion face a tough competition from other bilingual and English-dominant media targeting Hispanics?

This is really a David against Goliath situation. Fusion is the new 800-pound gorilla among English-dominant media targeting Hispanics. Fusion even dwarfs  NuvoTV, which recently got a US $40 million cash infusion and announced that Jennifer Lopez would contribute content.   In digital and print media, an increasing number of properties is targeting the English-dominant Hispanic. They include NuvoTV, MTV3rs, the above cited magazines, and web properties such as FoxNewslatino.com, NBCLatino and more niche oriented sites such as  Hispanicallyspeakingnews.com and Voxxi.  Yet, compared to Fusion these entities are much more niche oriented entities and not really competitors to Fusion’s mass market appeal.

4. But the clout of the combined resources of Univision and Disney can help convince marketers to do substantial buys in Fusion, right?

Absolutely. The cross selling opportunities from both Univision’s Hispanic networks and, perhaps more importantly, from Disney’s general market networks ABC and ESPN are huge.  ABC is the third largest TV network among Hispanics before NBC and Fox, and only behind Univision and Telemundo, according to Nielsen. In addition, Disney’s portfolio includes Hispanic sports cable network ESPN Deportes.

5. What about the trend of the ‘Latinization’ of America? Will this trend help Fusion?

Yes, Hispanic trends in fashion, food and music are increasingly being followed and adopted by the general U.S. consumer. Marketing in the U.S. increasingly means Marketing in a Multicultural Nation (as opposed to marketing to specific multicultural audiences).  This trend is reflected in the way Fusion’s content is being planned. “We believe our programs – visually compelling, creatively produced and laced with humor and irreverence – will resonate with Latinos and non-Latinos alike,” Beau Ferrari, acting President for Fusion, said in last week’s announcement. As an example of such programming, Jorge Ramos, the #1 Spanish-language television anchor, and Leon Krauze, one of the most popular local broadcasters in America, will lead Fusion’s primetime news block.  (“Marketing in a Multicultural Nation” will be one of  the main panels at our 7th Annual Hispanic Advertising and Media Conference, in NYC on Sept. 26 Fusion’s very own Joel Kliksberg, Director, Strategy & Business Development  will be one of the panel’s participants. Other panelists  will include Group M’s Gonzalo del Fa and Dunkin’ Donuts Xavier Turpin).

Join us at PORTADA Mexico!

Breaking Ads Mexico, presented by Portada and Media Economics Group, today analyzes a selection of Mexican digital campaigns active in  July. The advertising campaigns were tracked through Media Economics Group´s MexicoWebMonitor™. Below are digital campaigns from Disney, MasterCard and Clorox.

 

Disney

llanero

Advertiser: Walt Disney Company (The)

Campaign: “El Llanero Solitario” Movie

Language: Español

Description: Mexico campaign for Disney’s “Lone ranger” (“El Llanero Solitario”) movie opening in Mexico on July 18, 2013.

Sites: ElUniversal.com.mx, Record.com.mx, Yahoo! Mexico

Servers: mi.adinterax.com (Yahoo!), RealMediaDigital.com (24/7 Media), e-Planning.net

 

MasterCard

master

Advertiser: MasterCard International, Inc.

Campaign: “Priceless Cities Mexico”

Language: Español

Description:  Mexico campaign – part of the MasterCard Priceless Cities benefits program (dining, entertainment, sports, etc.)

Sites: CNNExpansion.com, Chilango.com, ElUniversal.com.mx, Quien.com, Reforma.com

Servers: creatives.GrupoReforma.com, mdn.net (DoubleClick), RealMediaDigital.com (24/7 Media)

 

 

Clorox

clorox

Advertiser: Clorox Company (The)

Campaign: Clorox “Power Gel”

Language: Spanish

Description: New Clorox “Power Gel” multi-surface cleaner + bleach.  Ads re-direct to MujeresClorox website

Sites: Terra.com.mx

Server: ds.serving-sys.com (MediaMind)

Source: Media Economics Group, MexicoWebMonitor™.  For more information please call: 1 (704) 841-2030.

21st Century Fox, NBCUniversal and The Walt Disney Company announced that they will maintain their respective ownership positions in Hulu and together provide a cash infusion of $750 million in order to propel future growth.

It is the second time that Hulu has called off its sale.  In May there were several rumors about Yahoo! buying the company.

“We believe the best path forward for Hulu is a meaningful recapitalization that will further accelerate its growth under the current ownership structure,” said Chase Carey, President and Chief Operating Officer of 21st Century Fox. “We had meaningful conversations with a number of potential partners and buyers, each with impressive plans and offers to match, but with 21st Century Fox and Disney fully aligned in our collective vision and goals for the business, we decided to continue to empower the Hulu team, in this fashion, to continue the incredible momentum they’ve built over the last few years.”

“As Hulu´s evolution continues, Disney and its partners are committing resources to enable Hulu to achieve its maximum potential,” said Robert A. Iger, Chairman and CEO, The Walt Disney Company.

Launched in 2008, Hulu is now an aggregator of premium online television content from over 400 content partners, and has achieved more than 30 million monthly unique visitors. Hulu launched its premium subscription service, Hulu Plus, in 2010, which has now surpassed four million subscribers after more than doubling in 2012. Hulu achieved revenues of $690 million that same year.

21st Century Fox, NBCUniversal and The Walt Disney Company announced that they will maintain their respective ownership positions in Hulu and together provide a cash infusion of $750 million in order to propel future growth.

It is the second time that Hulu has called off its sale.  In May there were several rumors about Yahoo! buying the company.

“We believe the best path forward for Hulu is a meaningful recapitalization that will further accelerate its growth under the current ownership structure,” said Chase Carey, President and Chief Operating Officer of 21st Century Fox. “We had meaningful conversations with a number of potential partners and buyers, each with impressive plans and offers to match, but with 21st Century Fox and Disney fully aligned in our collective vision and goals for the business, we decided to continue to empower the Hulu team, in this fashion, to continue the incredible momentum they’ve built over the last few years.”

“As Hulu´s evolution continues, Disney and its partners are committing resources to enable Hulu to achieve its maximum potential,” said Robert A. Iger, Chairman and CEO, The Walt Disney Company.

Launched in 2008, Hulu is now an aggregator of premium online television content from over 400 content partners, and has achieved more than 30 million monthly unique visitors. Hulu launched its premium subscription service, Hulu Plus, in 2010, which has now surpassed four million subscribers after more than doubling in 2012. Hulu achieved revenues of $690 million that same year.

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.

  • Hannay Reels
    Hannay Reels, a manufacturer of durable hose and cable reels for both OEM and aftermarket applications, just launched a new Spanish translation of their website to reach a wider audience with greater accessibility and enhanced communication. Product and category descriptions will be in Spanish as well as the trade show listing, dealer locator feature, contact page, news and company information. Numeric tables will also have proper translated titles and metric references.
  • Sony
    K4-TVSony Electronics today launched an integrated marketing campaign celebrating the stunning color and picture resolution of 4K. The campaign features Garth Davis, who most recently co-directed Jane Campion’s critically acclaimed miniseries Top of the Lake. A broadcast spot starts airing this week nationally, accompanied by digital, print and radio ads, mobile media and experiential events as well as retail point-of-purchase and interactive displays. Sony will also spread the word about the new 4K Ultra HD TVs through social networks, email, direct mail, and free-standing inserts. The focus on 4K is the first piece of a year-long campaign that showcases emerging and established collaborators who have been inspired by Sony technology to create unique and unforgettable stories and Sony brand experiences. All aspects of this campaign were developed with the support of Sony Electronics’ advertising agency 180 Los Angeles.
  • Dunkin’ Donuts
    Dunkin' Donuts HispanicDunkin’ Donuts updated the brand’s Dunkin’ App for mobile payment and gifting, introducing a new language setting that enables users to view content in English or Spanish. With the new setting, Dunkin’ Donuts becomes the first national coffee retailer to make information, features and special offers within its mobile app available in both languages. Dunkin’ Donuts also announced that the company’s official website (www.dunkindonuts.com) can also now be viewed in both English and Spanish languages.

 

  • Wendy’s
    Wendy’s® is rolling out a new wave of Hispanic advertising campaign week with the goal of creating a stronger connection with this fast-growing demographic, which makes up nearly 17% of the U.S. population . The Mucho Mejor™ Hispanic advertising campaign will reinforce Wendy’s shared values with Hispanic families, focusing on the best in family and food. “Mucho Mejor,” loosely translated as “Much Better,” will become the new Hispanic advertising tagline and complements Wendy’s mainstream “Now that’s Better™” campaign.“Our increased effort to reach Hispanic consumers is an important element of our Brand Transformation initiative to be a cut above the competition,” said Craig Bahner, Wendy’s chief marketing officer. The Mucho Mejor campaign is the next evolution in the company’s Hispanic advertising strategy. In 2010, the company and its Hispanic agency of record Miami-based Bravo launched the “Sabor de Verdad®” campaign, which focused on Hispanic customers’ savvy and appreciation for real, quality, tasty food.The Mucho Mejor advertising campaign launched last week on Spanish language TV and radio with the introduction of Wendy’s new Frosty™ Waffle Cone.
  • Disney
    Disney Consumer Products launched a line of dresses called the Disney Royal Ball collection, which is the first-ever line of Quinceanera gowns inspired by the stories of the Disney Princess characters. Quinceañera, which means one who is 15, also is called fiesta de quince años, fiesta de quinceañera, quince años or simply quince. It is the coming-of-age celebration for a Latina who is turning 15. Latin American cultures take part in this tradition, which is growing dramatically.
  • Hibu
    Hibu, a supplier of a supplier of print and online advertising solutions, has selected Colombian based agency Ariadna as its agency of record for Hibu in the U.S. to manage US Hispanics and Latin American markets. Ariadna will be in charge of media buying and planning, handling strategy, creative and media work, including digital and traditional media.

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory  login and access the Directory.

Olympusat on Monday announced it has launched the first suite of paid, Spanish-language channels available through YouTube, offering U.S. Hispanics low cost, a la carte options U.S. Hispanic audience. The service features Olympusat’s Tus Pix, a portfolio of Spanish-language channels, including CubaPlayTV, a channel offering Cuban programming which is “free of any political influence,” according to the company.

Pricing for each respective channel varies but it ranges from $.99 to $4.99 per channel per month.

“We provide a must-have combination of the best in Spanish-language programming channels that will be easily accessible for all Hispanic consumers via YouTube throughout a multitude of devices,” said Tom Mohler, President and CEO of Olympusat Holdings, in a prepared statement.

The news comes on the heels of YouTube’s official announcement a few days ago that it will charge consumers a monthly subscription for some videos on its site. The Google-owned video site is charging users to pay as little as $.99 a month for individual channels. Netflix charges a higher subscription rate but boasts partnerships with studios including Disney, which last week granted the streaming service exclusive rights to five popular children’s shows.

After only a few hours and many thousands of tweets, Facebook posts, blog posts and calls to action, The Walt Disney Co. said it will withdraw a trademark application related to Mexico’s Day of the Dead (Día de los muertos.)

The trademark request was related to an upcoming Disney-Pixar film inspired by the holiday. Overall, Disney reportedly filed 10 requests in the U.S. Trademark and Patent Office this month to coin the phrase Día de los muertos. But as the company told the blog Fronteras:

As we have previously announced, Disney-Pixar is developing an animated feature inspired by the Mexican holiday Día de los Muertos. Disney’s trademark filing was intended to protect any potential title for our film and related activities. It has since been determined that the title of the film will change and therefore we are withdrawing our trademark filing.

The Disney-Pixar trademark brouhaha was only the latest in a string of social media-based campaigns launched by Latino bloggers and activists to call on big corporations, politicians or media companies. Not all campaigns end favorably for the activists. But Latino outcry over Disney’s efforts quickly paid off.

As the bloggers over at Latino Rebels said it on their story Wednesday morning: Comunidad 1, Disney 0.

A summary for 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.

Sony / ESAN / Grupo Ingenia – Peru ::: Sony / McCann – Argentina ::: Bombril /DPZ – Brazil :::

Sony / ESAN / Grupo Ingenia – Peru

Digital agency Grupo Ingenia has announced it will work with Escuela de Administración de Negocios y Universidad ESAN and Sony in Peru. The group is based in Peru and has representation in Bolivia, Argentina and Chile. Among its clients: Interbank, Backus (Cristal, Barena and Miller), Movistar Chile, Mistura, Inkafarma.

Sony / McCann – Argentina

McCann Buenos Aires has won a pitch to work with Sony in Argentina for non traditional media. The agency will be in charge of the creative campaigns and customer experience in the country. The first work will be for FIFA´s visit in Argentina for the World Cup 2014, sponsored by Sony.

Bombrill / DPZ – Brazil

DPZ has won the Bombril account. The agency will be in charge of the creative account for all Bombril brands in the country.

Audi – Disney´s Marvel – Global

Audi has partnered with Disney’s Marvel to launch an integrated campaign promoting the release of Iron Man 3. The campaign kicks off with a TV spot.