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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 U.S. consumers right now.

For prior Sales Leads editions, click here. 

  • Pepsico

Bestselling author, speaker and TV host Gaby Natale has inked a deal with PepsiCo to empower and inspire the company’s employees as part of its commitment to celebrating diversity during Hispanic Heritage Month. The EMMY winner will hold two company wide empowerment keynote speeches at the Dallas Cowboys World Headquarters in Frisco on September 17 and at the Frito Lay Headquarters the next day, which will be telecast to field locations across the United States. The workshops will flesh out Natale’s renewed commitment to inspire Latinos to develop their potential. Natale’s deal with PepsiCo is the first in a series of collaborations that the SuperLatina will be focusing on as part of a concerted effort by her company, AGANARmedia, a marketing company with a focus on Hispanic audiences,  to develop empowerment programs with organizations that are committed -in words and action- to the advancement of gender parity, pay equity and talent diversity.

  • Macy’s

In celebration of Hispanic Heritage Month, Macy’s is hosting special events nationwide featuring influential individuals who have made contributions globally in connection with celebrating their Hispanic heritage in entertainment and fashion. The spirited in-store events, featuring a variety of celebrities of Hispanic descent, will explore different methods of storytelling featuring music, television and digital content. In addition, guests will learn about traditions like quinceañeras, and how sports play a key role in the celebration of Hispanic heritage.Joining Macy’s to celebrate Hispanic Heritage Month are celebrities including Latin Grammy-nominated Farruko; the cast and writers from Starz’s new and groundbreaking hit television show, “Vida;” Gadiel Del Orbe and Maya Murillo from Buzzfeed; Pero Like; ESPN radio and television personality, Gonzalo “Papi” Le Batard; beauty blogger and fashion expert, Elizabeth Torres; and fashion expert, Nick Verreos.Macy’s Hispanic Heritage Month events will take place at stores across the country including California, Florida, Illinois, New York and Texas.

  • Dos Equis

In connection with Dos Equis’ recently launched ‘Keep it Interesante‘ campaign, the beer has partnered with popular streetwear and lifestyle brand creators of the ‘Mexico is the Shit’ jacket. The partnership will bring to life a series of pop-up shops and events specially curated by MITS featuring emerging Mexican talent, streetwear designers, visual artists, and music artists. The program will also come to life on social media, in sponsored content, on-premise merchandising and with a special edition Dos Equis & ‘Mexico is the Shit’ can.In celebration of the partnership and Mexican Independence Day, ‘Mexico is the Shit’ and Dos Equis will host a launch event on September 15 at Remezcla House in Bushwick, Brooklyn.  At the event, people will come together to celebrate Mexican talent who are representing culture in music and art – with a special mural by LA-based artist Teddy Kelly. The launch event will feature DJ performances by electro indie electronic artist Neon Indian (Texas/Mexico), famed Mexican party DJ Marcelo Cunning (New York), and DJ Chava (Chicago).

 

  • A Place For Mom

 

A Place For Mom has appointing Mercury Media as its new AOR for media buying for the senior assisted living referral service, Mediapost has reported. The appointment  includes TV planning, buying and attribution. Founded in 2000, A Place for Mom is a privately held, for-profit senior care referral service based in Seattle, Washington. The company provides personal and professional assistance to families in the search of senior care options. A Place For Mom has spent US$11.38 million on advertising during the first six months of 2018, while its 2017 U.S. ad budget was US$24.16 million.

 

 

  • Havas Group/ Republica

Havas Group has invested in Miami-based multicultural agency Republica. As part of this investment, Republica will operate as Republica Havas and will continue to be led by founder, chairman and CEO Jorge A. Plasencia, founder, president Luis Casamayor and their executive team, under the direction of Havas Creative, North America chairman and CEO Paul Marobella.Republica will continue to be headquartered in Miami, with plans for expansions into key markets including New York, Los Angeles and Chicago. The agency will leverage Havas’ global network and parent company Vivendi’s media and entertainment properties as it continues to provide multicultural marketing solutions to clients. Republica´s client roster includes Google, Walmart, Toyota, Nielsen, Four Seasons Hotels and Resorts, NBCUniversal Telemundo, Universal Parks & Resorts, Goya Foods and Miami Super Bowl 2020.

 

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.

 

  • Hennessy

Hennessy, one of the world’s best-selling Cognac, has released a series of video vignettes and still photography featuring world-champion boxer Canelo Álvarez who, like Hennessy, recognizes the importance of heritage and family in the unwavering pursuit of excellence. Now in its second year, Hennessy’s partnership with Oscar De La Hoya’s Golden Boy Promotions includes an integrated marketing campaign featuring original content, in addition to digital micro-videos, special events, and cross-channel promotions intended to entertain and inspire. Hennessy invites boxing fans across the globe to enjoy the specialty V.S.O.P Privilège cocktail while watching next weekend match.Hennessy is imported and distributed in the U.S. by Moët Hennessy USA. Los Angeles-based Golden Boy Promotions was established in 2002 by 10-time world champion in six divisions Oscar De La Hoya, the first Hispanic to own a national boxing promotional company. Golden Boy Promotions is one of boxing’s most active and respected promoters.

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.

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

  • Toronto will host the WWE SummerSlam Week in August 2019 with SummerSlam, Monday Night Raw, SmackDownLive and NXT taking place at Scotiabank Arena over four consecutive nights. “We are thrilled to bring WWE’s biggest event of the summer back to Toronto,” said John Saboor, WWE Executive Vice President, Special Events. “We look forward to working with our partners at Tourism Toronto and Maple Leaf Sports & Entertainment to build a blueprint that welcomes our global fan base to the great city of Toronto.”

 

  • Pizza HutPizza Hut is returning for a fourth season as the Official Pizza Sponsor of ESPN College Game Day built by the Home Depot. Each week, Pizza Hut will be onsite with its “House of Pi”, featuring a lounge to enjoy the full Game Day experience.

 

  • Hyundai has become the new presenting sponsor of NBC’s Sunday Night Football Kickoff show and will have the marquee presence leading into the primetime game each week. For the fourth season in a row, Hyundai is the presenting sponsor of the NFL’s Kickoff celebration. According to  Forbes, between 2005 and 2015, the total number of NFL Hispanic fans doubled from 750,000 to 1.5 million.

 

  • Dos Equis, the Official Beer Sponsor of the College Football Playoff unveiled its new television spots featuring coaching staples Les Miles and Steve Spurrier as part of the brand’s “2 Keep It Interesante” campaign.

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  • Uncle Ray'sMinor League Baseball renewed a multiyear extension of its partnership with Uncle Ray’s as the “Official Potato Chip of Minor League Baseball.” Uncle Ray’s will continue its coast-to-coast expansion with exponential growth anticipated in the coming years. According to MiLB, some 18.3-million U.S. Hispanics designate themselves as fans of Minor League Baseball, behind only the NBA and MLS.

 

  • ESPN Deportes unveiled a new This is Sports Center campaign featuring Lineal Middleweight World Champion Canelo Alvarez and undefeated WBC, WBA and IBO Middleweight World Champion Gennady Golovkin ahead of their upcoming rematch on Sept. 15.

 

  • State FarmPhilips Arena in Atlanta has been renamed after State Farm locked in a deal to snag naming rights to the venue, now called State Farm Arena. The venue is expected to reopen in October as the Hawks celebrate their 50th year in Atlanta.

 

  • The NFL team owners will permit franchises to sell sponsorship deals to casinos that work alongside bookmakers and betting companies. Still, casinos will be prohibited from directly advertising its associated sportsbook in its partnership with an NFL team. According to CNN Money, the NFL’s Hispanic viewership grew by 28% from 2011-2016.

 

  • FanDuel Group and Minute Media are launching The Duel, a fan-generated digital platform focused on fantasy sports and sports betting news and information. The partnership will “blend together authentic, fan-fueled editorial content alongside expert-led video and audio programming for the growing segment of fantasy sports and betting fanatics” across NFL, NBA, MLB, NCAAF, NCAAB, and PGA. The platform will also feature expert audio and video content from popular FanDuel personalities including JJ Zachariason, Jim Sannes, and Brandon Gdula.

 

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.

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Accenture

descarga (1)Accenture has appointed IPG’s UM as its Global strategic media planning and buying partner, following a formal review. MEC was the incumbent agency.UM will work alongside Accenture’s creative shop TBWA Worldwide as well as its other partners to develop cohesive messaging. This will include developing targeted engagement strategies that bring the company’s “New. Applied. Now” insights and industry updates to key audiences.

 

  • Dos Equis

descarga (2)This year, Cinco de Mayo finally falls on a Friday and Heineken’s Dos Equis is giving fans everywhere the tools they need to ignite their fiestas early. Dos Equis is challenging consumers 21+ to “Spice Up Your Cinco” and embrace the adventurous side of the holiday.On April 27, fans in New York City will experience this year’s hottest Cinco de Mayo Party as Dos Equis brings “Spice Up Your Cinco” to. Inspired by the bold colors, flavors and bustle of a Mexican street market, guests will be captivated by the sights, sounds, and tastes of a busy day spent at a market south of the border. To accentuate the brand’s “Stay Thirsty” mindset and to continue to encourage our drinkers to seek interesting experiences, Dos Equis is enlisting DJ Questlove to spin a fiery soundtrack for the night. Attendees will also have the chance to mingle with The Most Interesting Man in the World.Dos Equis is offering the chance to win daily prizes and a grand prize trip to Mexico, including an exclusive tour of the Dos Equis Brewery and vacation time in Cancun. The Most Interesting Man in the World is also featured in a new English and Spanish campaign-themed commercials slated to run today through May. The spot features The Most Interesting Man daringly eating ghost peppers with ease, as he goes head-to-head against his helpless challenger: “attending his Cinco de Mayo party, requires signing a release form.”

  • Tecate

mmmmTecate, the Mexican beer with bold flavor, announced the latest evolution of its successful multiyear “Born Bold” advertising campaign, featuring the addition of legendary actor, Sylvester Stallone.Debuting alongside Mexican fighter Canelo Alvarez, who reprises his role following last year’s “Flashy,” Stallone and Canelo will be placed in multiple scenarios throughout the two 30-second spots entitled “Beehive:BBQ” and “Belt:Tub,” with the screen icon and star fighter humorously challenging each other to be bolder. The two will be featured alongside Tecate’s Black Eagle, who continues his iconic role as the brand’s symbol of masculinity and connection to its bi-cultural Hispanic consumer.The commercials, created by Tecate and Nómades, will be part of a refreshed 37-week campaign, that debuted on national broadcast and online on April 20, with heavy promotion leading into Canelo’s first fight of 2017 with Julio Cesar Chavez Jr. on May 6th in Las Vegas. The campaign also includes PR, digital content across social channels, and OOH in the form of prize card point-of-sale materials at the retail level.

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription!.

  • Estrella Jalisco

nnnnnnnnOn April 30, Estrella Jalisco, a Mexican beer with more than 100 years of brewing tradition, is celebrating its Mexican heritage and pride in by bringing Lotería, a traditional Mexican game of chance, to Fiesta Broadway to attempt the GUINNESS WORLD RECORDS™ title for the Largest game of lotería. Fiesta Broadway, the largest Cinco de Mayo festival in the country, unites over 300,000 Angelenos in a celebration that includes musical performances, food, and fun—setting the perfect backdrop for a record-setting game of Loteria.Lotería – similar to “bingo” – utilizes pictures of traditional Mexican icons in place of numbered spaces to fill the board. The winner of the record-setting game will be celebrated by Estrella Jalisco in the true spirit of Fiesta Broadway.Estrella Jalisco will publish the Lotería cards drawn on its Facebook page by May 5. Consumers 21 and older can view the results of the lotería drawing, and learn more about the brand, by visiting the Estrella Jalisco Facebook page.

  • Johnny Rockets

Just in time for the longer days and spring festivities, international restaurant franchise Johnny Rockets is offering new limited time menu  that delivers fresh new flavor combinations at restaurants across the country.The new seasonal menu will surprise fans of the diner’s Stay Original classic quality dining experience by adding a new twist to select menu items, from burgers to starter appetizers.Founded in 1986, Johnny Rockets operates more than 400 franchise and corporate locations in 28 countries around the world.

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

Join us at PORTADA Mexico!

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 Database of Corporate Marketers and Agency Executives with newly introduced upgraded features (see details at the bottom of this article). 20 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322 or e-mail her at silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • KFC

descarga-1After more than a decade with WPP’s MEC, the KFC chain has launched a media agency review. Los Angeles consultancy Select Resources International will be in charge. Incumbent agency has opted not to defend the business. According to Kantar Media, KFC spent just over US$55 million on measured media during the first quarter of 2016.

 

 

  • Diageo

prog-2-11Diageo, owner of brands like Smirnoff, has decided to retain Dentsu Aegis Networks’ Carat in North America (including in the U.S.), Europe, Latin America and Southeast Asia, WPP’s Mindshare in India and South Africa, and Publicis Media’s Mediavest in Australia. The brand concluded a global review of its US$2.3bn that began last May.Diageo spent US$105 million on measured media in the U.S. last year, down from US$147 million in 2014, according to Kantar Media. The firm indicated that its advertising remained focused on Cîroc, Crown Royal, Smirnoff, Captain Morgan, and Johnnie Walker and increased on Don Julio and Bulleit.

 

  • Sun-Maid Growers of California

descargaFarmers’ cooperative Sun-Maid Growers of California has selected Meredith Xcelerated Marketing (MXM) as its Agency of Record (AOR), including media duties, Mediapost reported. The appointment follows a formal review. MXM, in partnership with LA-based media agency MBMG, will run the account from its’ office in Los Angeles.

 

 

 

  • Ram Truck

descarga-2The Ram truck brand launches a new Spanish-language multicultural and multinational campaign celebrating hard working people who are their own bosses and get the job done day after day. The “Boss” television and digital campaign focuses on many of the class-leading and class-exclusive innovations of the Ram 1500 Limited, while emphasizing values such as hard work and determination shared by the brand and Latin cultures. The ads also promote Ram brand’s ‘America’s Longest-lasting Pickups’ title. A 60-second anthem “Boss” spot and two 30-second “Boss” product feature commercials, one focusing on strength and capability and the other on power and efficiency. The campaign will run in the United States and Mexico. In addition, FCA markets in South America plan to run their own customized versions of the campaign.Ram teamed up with independent Venezuelan rock band La Vida Bohème for the campaign soundtrack with their song, “La Bestia” (The Beast).All spots will be available for viewing on the Ram Trucks brand’s YouTube channel, www.youtube.com/RamTrucks.The “Boss” campaign was created in partnership with Houston-based Lopez-Negrete Communications.

  • Dos Equis

descarga-3Dos Equis released a feature-film style trailer, titled “Cantina,” revealing a glimpse of the new Most Interesting Man in the World.  This October, Dos Equis will release a full-length commercial that will illuminate how interesting has changed and how the new character continues to embody the legendary status.Actor Augustin Legrand is the new face of one of the campaigns, bringing a contemporary twist to the legendary character. The new Most Interesting Man is a man of our times, and in this first glimpse, he shares hints of being a resourceful, rough and tumble guy, who remains a jack-of-all-trades hero that one would expect from the man bearing this infamous title. Viewers get a quick preview of his latest adventures and new friends including his love of sports, as he emerges from a well, ball in hand to save a game of soccer.The campaign was created by Havas New York, Dos Equis’  creative partner. On October 19, synced with Dos Equis’ College Football Playoff sponsorship, the brand will fully reveal the new Most Interesting Man with their classic vignette-style commercial. The October launch will be supported by social integrations on Snapchat, including a national lens available for College Football Game Day, Saturday, October 22.

  • The Story Room

vvvvAntoinette Zel and Diego Prusky have joined to create The Story Room, a new digital, content and performance marketing company specializing in the US Hispanic and Latin American markets.The Story Room will leverage Zel’s unique experience heading content-centric media businesses and Prusky’s digital expertise into a one-stop shop of digital services for brands targeting 700 million US Hispanic and Latin American online audiences.Clients roster includes BBC Worldwide Latin America, Scripps Interactive/Food Network Latin America, Mattel / Barbie & American Girl, Sony Music, NBC Universal, Syfy, E! Entertainment Latino, Anheuser-Busch Presidente, Los Tigres del Norte, Marc Anthony, Gente de Zona and Marco Antonio Solis.Based in Miami, The Story Room has a staff of 50 employees across offices also in Mexico City, Buenos Aires and Montevideo.

 

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Sales Leads: Weekly more than 20 new leads uploaded to the Database by the Portada Team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

Join us at PORTADA Mexico!

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. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-840-1311 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • Lowe’s

rT960Cy4_400x400Under the banner “Make your Home Happy” home improvement chain Lowe’s is planning a total of six TV spots in 15-and 30-second variations; with more commercials to continue throughout the year, Adage reports.  The campaign is supposed to start tomorrow Tuesday (March 15). Lowe’s worked with BBDO,  its lead creative agency, on the campaign. OMD handled media duties.

 

 

 

 

  • Publicis Media

C9R8ZXxb_400x400Publicis Groupe has announced structural and leadership changes for Publicis Media. Publicis Media will consolidate its six global agency brands — Starcom, Mediavest, Spark, Zenith, Optimedia and Blue 449 — into four global agency brands. Starcom and Zenith will each continue to operate as global agency brands. Mediavest/Spark will be a third larges global agency brand. Optimedia/Blue 449 will be brought together to form a powerful global challenger brand.Each agency will be led by a global brand president responsible for leading clients, driving growth and enabling best work, the company said.

 

  • Dos Equis

1457567443112Dos Equis has launched its latest spot “Mission to Mars”, featuring actor Jonathan Goldsmith as “The Most Interesting Man in the World.” The spot full 60-second spot has exclusively aired March 10 during the Cleveland Cavaliers and Los Angeles Lakers NBA game on TNT (the last match-up between Kobe Bryant and LeBron James). Fans can rest assured that Dos Equis will reveal a new Most Interesting Man in the World in 2016, as this is not the end of the campaign, but an evolution.The Most Interesting Man will be giving away his Coveted Collection of worldly possessions including the tuxedo he wore to his last Masquerade, his Spanish guitar and matching mariachi suit, and even his astronaut suit from his 2010 stratosphere. For more details, visit DosEquis.com in early-April.A 30-second and 15-second version of the TV commercial will run on-air beginning March 21st and will also be available on Dos Equis digital properties. The Dos Equis Mission to Mars spot is part of an ongoing commitment from the brand to encourage fans to Stay Thirsty and live a more interesting life.

  • Aeromexico 

mmmmmAeromexico has celebrated International Women’s Day by confirming its commitment to gender equality in its operations.As part of its celebration of International Women’s Day this year, the carrier confirmed its commitment for the second year in a row by operating flights with only female crews to the four cardinal points including domestic and international destinations, such as Guatemala, Houston, Lima, Madrid, Monterrey, Montreal, New York, Puerto Vallarta, and Tokyo. The airplanes used to operate these flights include Embraer 190, B737, B777 models, and the B787 Dreamliner.The carrier thus contributes to global efforts to break down myths and prejudices about women in aviation, as the female role continues to become increasingly relevant on an international level.The carrier is using the #MujeresVuelanAlto hashtag in honor of the power, influence and relevance women play in each of the airline’s actions, achievements, and plans, and as an expression of its appreciation for the support and commitment of its female employees.

sands-floor-sm As weary ad execs wandered home from CES 2015, we took a look at what this mother of all consumer electronics shows revealed about the future of advertising. We identified five trends that we think will matter for advertisers in the years to come, and checked in with three smart executives to get their thoughts.

1. Connected Watches

They show no sign of going away, with twice as many wearable exhibits as at CES 2014. But ads on them? Really? Probably, according to Jeremy Sigel, director of mobile, North America, for digital agency Essence. “Similar to mainstream mobile ad formats, it is easy to envision a full-screen interstitial ad or even a 15-second video on a smartwatch,” Sigel says. He points out that while a watch face may seem small, the dimensions would be similar to a Facebook mobile newsfeed ad. “While smartwatch ads may start there, the bigger opportunity will be highly contextual push notifications that strive to be additive, and branded applications that are inherently helpful to keep a brand top-of-mind.”

smart-watches-sm

If you think people won’t accept ads on their smartwatches or fitness devices, just remember that in the early days of mobile, people said the same thing about their phones. In fact, some of us, ahem, are old enough to remember when advertising on the World Wide Web was frowned upon.

2. OTT TV:

Dish’s SlingTV streaming service gave another push to over-the-top video, enabling subscribers to watch live TV, video-on-demand and 12 cable channels on a variety of devices. It also could open the way for better targeting and tracking of TV ads. Sling did not immediately respond to an email about its ad plans, but third-party ad networks may start salivating now.

Pat McKenna, CEO of Strike Social, says Sling and other OTT services will help marketers get a more accurate comparison of the performance of video ads on TV and digital. Strike Social is a third-party TrueView advertising, targeting and analytics platform that tracks video-ad performance across YouTube, Twitter and Facebook. The key to achieving this, according to McKenna, is for OTT services to provide APIs and consistent data to allow ad servers and analytics platforms to consume their data. “The opportunity for us is to marry performance data across all platforms, and then provide the report to [advertisers],” he says.

David Santana, art director at global, digital marketing agency Deep Focus, says that Sling TV’s $20 monthly subscription, no-contract deal will be attractive to Hispanic consumers, who are gravitating to other companies like T-Mobile that don’t demand customers lock themselves in. He says a bigger win will be if Sling TV develops content packages for Hispanics, the way that DirectTV does. (In December DirecTV introduced OTT Video Service Yaveo targeting the Hispanic population.) “The opportunity to tailor content packages to this market is important to see it grow,” Santana concludes.

The opportunity to tailor content packages to this market is important to see it grow.

3. Connected and autonomous cars

Internet-connected cars have been around at least since BMW introduced ConnectedDrive in 2011 – and CES 2014 seemed to be the CES of the Car. This year, more than a dozen cars were on display, many of them highlighting current or concept connected-car technology. With Google powering or at least participating in several of these offerings, you have to wonder: Wouldn’t it be great if, instead of driving, you could, um, use Google Search or watch YouTube with prerolls. There’s also a strong –someday – play for ads on the so-called infotainment screens, the ever-larger digital dashboard screens that show everything from what’s playing on the sound system to your navigation route to use Facebook.

How about sending the driver a McDonald’s coupon when she’s approaching the restaurant? Actually, TeleNav has been doing that since 2010. The problem has always been, and continues to be for now, getting enough scale to make it worthwhile for national advertisers to bother. Maybe someday …

Wouldn’t it be great if, instead of driving, you could, um, use Google Search or watch YouTube with prerolls?

 

Nick Cannon playing virtual volleyball
Nick Cannon playing virtual volleyball

4. Virtual Reality

Volvo, Dos Equis, Marriott, HBO, Tourism Australia and a handful of movie marketers have already released branded apps. VR is cool and fun, but hampered by the need to use a headset. Joining the fray among the expensive and still-in-beta Oculus Rift and the adorably crafty – and cheap – Google Cardboard headsets, Avegant and Samsung demonstrated virtual reality at the show. In the short term, VR marketing will live at trade shows and special events, where staffers can be on hand to manage the hardware and software.

Deep Focus’ Santana gives kudos to Volvo for it’s VR campaign that sent consumers who registered a Google Cardboard viewer kit. “That make it inclusive,” he says. “You don’t need a lot of money or to be in a major market to experience virtual reality. That’s important for the Hispanic community.”

Eventually, Digital Agency Essence’s Sigel thinks, that these virtual-reality “experiences” could contain ad units, in much the same way ads have been inserted into TV broadcasts, as well as into video and console games. He gives the example of a VR experience that lets you sit court-side at an NBA game. “In addition to traditional signage, the t-shirts of patrons, concessions, chants from the crowd, a comment from a court-side celebrity and shouts from players may all be sellable units,” he says.

By tapping into someone’s Fitbit or health-tracking device, could you send him an ad for Starbucks when his energy flags?

5. Big data gets ginormous with connected-everything

The Internet of Things was one of CES 2015’s Top Tech Trends, along with wearables and autonomous cars. All these devices will generate data either all the time or a lot of the time. Location-based data combined with behavioral and contextual data could make ad targeting incredibly more complex – and possibly better. The quantified self, continuously tracked by wearables, could alone generate unprecedented amounts of usable personal data. The possibilities – futuristic as they are – are fascinating. By tapping into someone’s Fitbit or health-tracking device, could you send him an ad for Starbucks when his energy flags?  Would his anonymous personal profile include the information that he’s more likely to respond to ads 20 minutes after he’s completed a run? How about a tweet from New Belgium Brewing after that run? Now, that’s the future of advertising.

sands-floor-sm As weary ad execs wandered home from CES 2015, we took a look at what this mother of all consumer electronics shows revealed about the future of advertising. We identified five trends that we think will matter for advertisers in the years to come, and checked in with three smart executives to get their thoughts.

1. Connected Watches

They show no sign of going away, with twice as many wearable exhibits as at CES 2014. But ads on them? Really? Probably, according to Jeremy Sigel, director of mobile, North America, for digital agency Essence. “Similar to mainstream mobile ad formats, it is easy to envision a full-screen interstitial ad or even a 15-second video on a smartwatch,” Sigel says. He points out that while a watch face may seem small, the dimensions would be similar to a Facebook mobile newsfeed ad. “While smartwatch ads may start there, the bigger opportunity will be highly contextual push notifications that strive to be additive, and branded applications that are inherently helpful to keep a brand top-of-mind.”

smart-watches-sm

If you think people won’t accept ads on their smartwatches or fitness devices, just remember that in the early days of mobile, people said the same thing about their phones. In fact, some of us, ahem, are old enough to remember when advertising on the World Wide Web was frowned upon.

2. OTT TV:

Dish’s SlingTV streaming service gave another push to over-the-top video, enabling subscribers to watch live TV, video-on-demand and 12 cable channels on a variety of devices. It also could open the way for better targeting and tracking of TV ads. Sling did not immediately respond to an email about its ad plans, but third-party ad networks may start salivating now.

Pat McKenna, CEO of Strike Social, says Sling and other OTT services will help marketers get a more accurate comparison of the performance of video ads on TV and digital. Strike Social is a third-party TrueView advertising, targeting and analytics platform that tracks video-ad performance across YouTube, Twitter and Facebook. The key to achieving this, according to McKenna, is for OTT services to provide APIs and consistent data to allow ad servers and analytics platforms to consume their data. “The opportunity for us is to marry performance data across all platforms, and then provide the report to [advertisers],” he says.

David Santana, art director at global, digital marketing agency Deep Focus, says that Sling TV’s $20 monthly subscription, no-contract deal will be attractive to Hispanic consumers, who are gravitating to other companies like T-Mobile that don’t demand customers lock themselves in. He says a bigger win will be if Sling TV develops content packages for Hispanics, the way that DirectTV does. (In December DirecTV introduced OTT Video Service Yaveo targeting the Hispanic population.) “The opportunity to tailor content packages to this market is important to see it grow,” Santana concludes.

The opportunity to tailor content packages to this market is important to see it grow.

3. Connected and Autonomous Cars

Internet-connected cars have been around at least since BMW introduced ConnectedDrive in 2011 – and CES 2014 seemed to be the CES of the Car. This year, more than a dozen cars were on display, many of them highlighting current or concept connected-car technology. With Google powering or at least participating in several of these offerings, you have to wonder: Wouldn’t it be great if, instead of driving, you could, um, use Google Search or watch YouTube with prerolls. There’s also a strong –someday – play for ads on the so-called infotainment screens, the ever-larger digital dashboard screens that show everything from what’s playing on the sound system to your navigation route to use Facebook.

How about sending the driver a McDonald’s coupon when she’s approaching the restaurant? Actually, TeleNav has been doing that since 2010. The problem has always been, and continues to be for now, getting enough scale to make it worthwhile for national advertisers to bother. Maybe someday …

Wouldn’t it be great if, instead of driving, you could, um, use Google Search or watch YouTube with prerolls?
Nick Cannon playing virtual volleyball
Nick Cannon playing virtual volleyball

4. Virtual Reality

Volvo, Dos Equis, Marriott, HBO, Tourism Australia and a handful of movie marketers have already released branded apps. VR is cool and fun, but hampered by the need to use a headset. Joining the fray among the expensive and still-in-beta Oculus Rift and the adorably crafty – and cheap – Google Cardboard headsets, Avegant and Samsung demonstrated virtual reality at the show. In the short term, VR marketing will live at trade shows and special events, where staffers can be on hand to manage the hardware and software.

Deep Focus’ Santana gives kudos to Volvo for it’s VR campaign that sent consumers who registered a Google Cardboard viewer kit. “That make it inclusive,” he says. “You don’t need a lot of money or to be in a major market to experience virtual reality. That’s important for the Hispanic community.”

Eventually, Digital Agency Essence’s Sigel thinks, that these virtual-reality “experiences” could contain ad units, in much the same way ads have been inserted into TV broadcasts, as well as into video and console games. He gives the example of a VR experience that lets you sit court-side at an NBA game. “In addition to traditional signage, the t-shirts of patrons, concessions, chants from the crowd, a comment from a court-side celebrity and shouts from players may all be sellable units,” he says.

By tapping into someone’s Fitbit or health-tracking device, could you send him an ad for Starbucks when his energy flags?

5. Big Data Gets Ginormous with Connected-Everything

The Internet of Things was one of CES 2015’s Top Tech Trends, along with wearables and autonomous cars. All these devices will generate data either all the time or a lot of the time. Location-based data combined with behavioral and contextual data could make ad targeting incredibly more complex – and possibly better. The quantified self, continuously tracked by wearables, could alone generate unprecedented amounts of usable personal data. The possibilities – futuristic as they are – are fascinating. By tapping into someone’s Fitbit or health-tracking device, could you send him an ad for Starbucks when his energy flags?  Would his anonymous personal profile include the information that he’s more likely to respond to ads 20 minutes after he’s completed a run? How about a tweet from New Belgium Brewing after that run? Now, that’s the future of advertising.

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. 10 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Kelley Eberhardt at 1-212-685-4441 or e-mail her at kelley@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • La Bella®

la bellaLa Bella(®),a Hispanic brand in styling and beauty products, has announced the unveiling of a completely new product packaging design and brand logo for its set of beauty offerings, after nearly three decades of the same design. The new packaging and logo initiatives reflect a more modernized approach for the brand and will begin rolling out in the coming months in various retailers, including Walmart and Target. The new packaging and logo design will affect all of the brand’s personal care offerings including styling, skin, hair and body care products.The new appearance was designed to give the brand a more contemporary and updated look, and is set to be fully bilingual in English and Spanish to reach Hispanic consumers.

  • Dos Equis

dos11Mexican beer maker Dos Equis will launch its “Most Interesting Summer” program at retail and in on-premise accounts in June. Through weekly and monthly challenges (ranging in complexity) which will run throughout the summer, Dos Equis will invite participants to “up their game” and submit video or photo chronicles of their adventures for the chance to win several prizes, including an excursion to the Yucatan. Program activation, led by POS, will instruct shoppers to text “STAYTHIRSTY” to receive challenges and submit proof of participation via Instagram or to the program web site. Limited edition displays, stackers, price cards and cooler decals will be available at retail, along with cross-merchandising, grocery and C-store offers (where legal). On-premise accounts will be provided with POS that encourages shoppers to participate in on-premise challenges designed to keep them returning throughout the program period. Dos Equis “Most Interesting Summer” program will run nationwide June 1 through August 31 2014.

  • Omnicom

ttOmnicom signed a US$ $230 two-year million ad deal with Twitter .The agreement is focused on mobile spending and will integrate OMG’s programmatic ad buying unit Accuen with Twitter’s ad exchange MoPub. Omnicom will receive inventory access, locked-in ad rates and a first look at mobile ad units created by Twitter. This is the first holding company agreement Twitter has done on the mobile Ad exchange side, according to Twitter ´s Adam Bain .

  •  Bud Light

vvchelaBud Light, official sponsor of the upcoming World Cup, has launched “Vuvuchelas”, a LatinWorks´ initiative. “Vuvuchelas”are basically a glass of beer that when you finish drinking, becomes the famous horn “vuvuzela”. The production of the piece was conducted by Landia / RDYA.tv. These horns will then be used to celebrate and drink chelas (beers) at the same time. The vuvuchelas were introduced at various bars in the United States.

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Kelley Eberhardt at 1-212-685-4441

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.

  • Dos Equis

Dos  EquisDos Equis is unveiling the details of its Masquerade marketing campaign, which kicks off on Sept. 1.The campaign, timed to launch with this fall’s entertaining season, urges adult consumers 21 and older to kick their Halloween celebrations up a notch while inviting them to win a trip to the Ultimate Masquerade Party in Miami. At retail, limited edition Masquerade packaging and compelling offers will help increase sales of Dos Equis Lager, Dos Equis Ambar and other Halloween-related items, driving higher register rings, according to the beer company.”Halloween has become a favorite occasion for adult consumers. More than 60 percent of those 21 to 24 years old will either throw or attend a Halloween party,” said Gwendolyn Boyce, brand director for Dos Equis, Heineken USA. “Halloween spending is on the rise and is expected to outpace 2012 by over 10 percent, resulting in sales of over $8 billion, an estimated $80 per person. Retail activation, led by point-of-sale featuring the limited edition bottles, encourages shoppers to grab a pack to enter the Masquerade Sweepstakes. The campaign will also feature cross merchandising offers from leading brands, such as Kettle Brand Potato Chips, and 1800 Tequila (where legal).Dos Equis Masquerade program will run Sept. 1 through Oct. 31.

  • Jamba Juice

Jamba Juice has started one of its biggest-ever marketing campaigns in order to promote its Kids’ Menu that it introduced earlier in the year, according to Advertising Age.The kids’ menu includes four 9-ounce fruit and vegetable smoothies, including Strawberries Gone Banana, Berry Beet It, and Poppin’ Peach Mango and two food items developed for kids: a Pizza Swirl with turkey or a Cheesy Stuffed Pretzel, according to Advertising Age.Elements of the campaign will include a Facebook sweepstakes, with the prize being a trip to tour DisneyToon Studio; in-store and digital marketing; and radio spots. Jamba Juice is also partnering with Walt Disney Co. as its fast food and beverage promotional partner for the animated film Planes. The company would not comment on the cost of the campaign, but it spent only $3.6 million in U.S. measured media during all of 2012.

  • eBay

eBay Enterprise Marketing Solutions, a roll up of nine marketing companies under eBay Enterprise seeks to compete with bigger, more established agency players in end-to-end digital marketing.The newly named eBay Enterprise Marketing Solutions combines nine companies previously operated individually—ClearSaleing, e-Dialog, FetchBack, M3 Mobile, MBS, PepperJam Exchange, GSI Media, Silverling and True Action—into one cohesive unit that will make it easier for marketers to one-stop shop when looking to use digital. One such marketer and eBay enterprise client is Aeropostale.

  • Spirit Airlines

Spirit Airlines is contacting agencies about its creative and media business, according to Spiritsources.The carrier, which spends most of its marketing dollars online, has a budget of more than $5 million.The incumbent, Siquis in Baltimore, is participating in the process.The airline makes more than 200 daily flights to some 50 destinations in the U.S., Latin America and the Caribbean. It bills itself as a more affordable alternative to bigger carriers, with, for example, lower base fares.

  • Tate &Lyle 

Tate & Lyle, a global provider of food ingredients and solutions, announced the appointment of Gyro as its lead global marketing agency. Led out of its office in Cincinnati, USA, gyro will work with Tate & Lyle to develop and execute an integrated global marketing campaign designed to enhance Tate & Lyle’s position as a leading supplier of speciality food ingredients and solutions to food and beverage companies across the world.

  • Gain

Gain and Telemundo’s hit show La Voz Kids are engaging viewers in a social media activation done in show—and where a lucky viewer could have a starring role! The experience will be took place during La Voz Kids yesterday (Sunday July 21st) at 8 pm EST.

  • Wendy’s

Multi-platinum recording artist and television personality Nick Lachey has signed on to promote Wendy’s new pretzel bacon cheeseburger.As part of Wendy’s marketing campaign for the new offering, Lachey chose his favorite social media posts using the hashtag #PretzelLoveSongs and sang them to a national online audience earlier this week. He also sang two of his hit songs, “I Do” from 98 Degrees, and “This I Swear” from Lachey’s debut solo studio album “SoulO.”The 360 marketing campaign for the pretzel bacon cheeseburger includes national TV, radio, Hispanic TV, radio, digital and social media, restaurant merchandising and outdoor billboards. The campaign also includes Hispanic advertising adapted for the first time. Wendy’s “Mucho Mejor” campaign includes both TV and radio creative tied to the cheeseburger. “Mucho Mejor” loosely translates as “Much Better,” and is consistent with Wendy’s brand messages.This is the first time, Wendy’s is adapting the Hispanic advertising for national U.S. media.

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