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Tecate ALTA, Presidente Supermarkets, Cardenas Markets… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Instacart

Omnicom Media Group (OMG),  the media services division of Omnicom Group Inc., announced a comprehensive strategic partnership with Instacart that will deliver a wide range of benefits to Omnicom clients, most significantly in providing new measurement capabilities. Making the announcement during the second day of the Cannes Lions International Festival of Creativity, Omnicom outlined details of the partnership, including account management, product first-looks, and product roadmap consultation. Most notably, Instacart is building a roadmap to work within the clean room infrastructure of Omni –  Omnicom’s  open operating system which orchestrates better outcomes for clients across the entire consumer purchasing journey – building on previously announced partnerships with NBC & Disney for planning and measurement in the Omni clean rooms.With one of the largest grocery catalogs in the world, Instacart has insight into the complete customer journey – from search through checkout – across different touchpoints. Instacart provides CPG brands with aggregated, anonymized and retailer-agnostic data insights across the entire Instacart app that allows advertisers to better understand their customers’ online buying habits.The Instacart collaboration is the second in a series of commerce partnerships that Omnicom announced during the Cannes Lions Festival. 

  • Tecate ALTA

The media activation for Tecate Alta’s “Bring your All” advertising campaign, which started on June 1 and will last until December, CTV is playing a crucial role with advertising running in streaming platforms including Hulu and ESPN as well as social media, Spotify, radio and OOH activations. Distribution is also being supported with sampling programs. Portada talked to Belen Pamukoff, Brand Director, Tecate on how she approaches Gen Z Marketing.

 

 

 

  • Presidente Supermarkets 

Miami-based Presidente Supermarkets, one of the biggest Hispanic-owned grocers in the U.S. and led by Omar Rodriguez for 30 years, recently inaugurated its newest store in West Palm Beach, as part of its continuing expansion plan.  The store is the largest Presidente Supermarket at 60,000 square feet, and the fifth store in West Palm Beach, located at 4348 Okeechobee Boulevard. The grand opening took place on June 8, 2022, and the store is offering daily specials during the first few weeks after opening. This investment in the community will add much-needed jobs and spur economic development in the area.This new store employs 80 workers and includes a large and comfortable cafeteria, serving homestyle hot food for the whole family. Presidente Supermarkets currently has 39 stores in Florida, from Orlando to Miami, and plans to open four more in West Palm Beach, Broward and Orlando during the next year.  

  • Cardenas Markets

Hispanic grocery chains Cardenas Markets, one of the biggest in the U.S. with 59 stores in three Southwestern states, has partnered with Coin Cloud, a U.S. provider of DCM and crypto ATMs.Through the partnership, Cardenas Markets customers will be able to buy and sell cryptocurrencies for cash at all stores in the network through Crypto ATMs and DCMs from Coin Cloud. In all, they will have access to more than 40 different crypto assets, including the most popular ones such as DOGE, SHIB, BTC and ETH. It should be noted that the largest product network targeting the Hispanic community operates in such large states as California, Arizona and Nevada. The first test of the innovation will take place in Las Vegas.The idea of introducing crypto ATMs directly into the Hispanic grocery network fits perfectly into the overall picture of the relationship between the Spanish-speaking population and crypto. A survey cited in the press release shows that American Hispanics use cryptocurrency far more than any other adult population in the country. Moreover, the data shows that Latinos use cryptocurrency more as a means of payment than as a means of savings.

 

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Calbee’s Harvest Snaps 

Harvest Snaps, the original better-for-you (BFY) snack and flagship brand of Calbee America, Inc., has appointed creative and media agency Cutwater, with offices in San Francisco and New York City, as their digital creative agency of record after a comprehensive review.Under this relationship, Cutwater will spearhead communications efforts, including creative, digital, brand, and social strategy. The agency will work across Harvest Snaps’ Baked Snacks and Crunchy Loops products. Both Baked Snacks and Crunchy Loops are powered by plant-based protein and tap into veggies (such as baked peas, lentils, and beans) as the #1 ingredient.The collaboration comes on the heels of Harvest Snaps’ recent rebrand. It also follows Cutwater’s latest win as the creative and media agency of record for petcare brand Hartz.Harvest Snaps products are available at supermarket chains and natural grocers across the U.S. as well as online at Amazon.

  • Ford Motor Company 

SOCi Inc. Ford Motor Company and their joint venture partner, FordDirect, announced that they have appointed SOCi as its platform of record for localized marketing, available to all of its Ford and Lincoln Dealerships in the U.S.Since the Ford family of brands began using the SOCi platform in February 2022 to manage business listings and social profiles for its Dealerships, the automaker has experienced triple digit month-over-month increases in Facebook impressions (240%), post volume (288%), and engagements (414%).Ford and FordDirect approached SOCi to help secure buy-in from local dealers with a seamless, white glove process for localized social media management, which would increase social engagements for its dealerships. According to SOCi platform data, localized content that takes local community sentiment into account receives on average a 67% lift in engagement over more generalized posts. Further, according to SOCi’s 2022 Localized Marketing Benchmark Report (LMBR), automotive dealers outperformed all other verticals in terms of localized marketing, indicating intense competition for Ford and a heightened need to rise above other automakers in its digital marketing efforts.

  • Instacart

Omnicom Media Group (OMG),  the media services division of Omnicom Group Inc., announced a comprehensive strategic partnership with Instacart that will deliver a wide range of benefits to Omnicom clients, most significantly in providing new measurement capabilities.Making the announcement during the second day of the Cannes Lions International Festival of Creativity, Omnicom outlined details of the partnership, including account management, product first-looks, and product roadmap consultation. Most notably, Instacart is building a roadmap to work within the clean room infrastructure of Omni –  Omnicom’s  open operating system which orchestrates better outcomes for clients across the entire consumer purchasing journey – building on previously announced partnerships with NBC & Disney for planning and measurement in the Omni clean rooms.With one of the largest grocery catalogs in the world, Instacart has insight into the complete customer journey – from search through checkout – across different touchpoints. Instacart provides CPG brands with aggregated, anonymized and retailer-agnostic data insights across the entire Instacart app that allows advertisers to better understand their customers’ online buying habits.The Instacart collaboration is the second in a series of commerce partnerships that Omnicom announced during the Cannes Lions Festival. 

  • Get A Lot More 

To help Americans lower their grocery bills, Save A Lot reveals the eight summer barbecue staples that can save shoppers up to 45 percent2 when they switch to store-owned brands. With 4th of July barbecues right around the corner, there’s no better time for shoppers to check out the savings on these must-have summer staples. To stand out from other grocers that have one or two private label brands on the shelf, Save A Lot has curated around 1,850 items across 55 individual brands that give shoppers a taste that matches the competition along with a unique brand experience. The discount grocer showcased these Save A Lot exclusive brands in a new ad spots, launched on June 26, 2022, that pit Save A Lot brands – such as J. Higg’s, Sunny’s and Grissom’s — against their well-known national counterparts to show just how “A Lot Alike” they are (and of course, how much people can save). “A Lot Alike” builds on Save A Lot’s 2021 brand refresh and uses the same bouncy music from the accompanying “Like, A Lot A Lot” campaign. Private label brands account for nearly 70 percent of Save A Lot’s total sales and are the key to how the hometown grocer keeps costs low as food and gas prices soar. Starting on June 22nd, savvy shoppers can enter to win Save A Lot’s “Spree For All,” a shopping spree that sends the winner home with everything they can fit in their cart in 5 minutes. Enter to win at https://savealot.com/sweepstakes/spree/ between June 22, 2022, and July 10, 2022.Founded in 1977, Save A Lot is one of the largest discount grocery store chains in the U.S., with more than 850 stores in 32 states.

  • HOKA®

HOKA®, a division of Deckers Brands, launches a new global brand platform, FLY HUMAN FLY. As the brand’s most extensive globally integrated marketing campaign to date, HOKA will extend an invitation to runners of all abilities to experience a place of joy, optimism, and limitless possibilities. FLY HUMAN FLY will act as a catalyst to encourage consumers to meet HOKA at the starting line and take flight to new heights – together. The campaign will be amplified globally across owned media, digital platforms, and out-of-home. The FLY HUMAN FLY campaign introduces – Pursuit – HOKA’s anthem film. The 60-second spot establishes HOKA’s belief in the transcendent power of movement, in this case, a run. Fueled by HOKA, Pursuit features heroes entering a magical world filled with joy, optimism, and superhuman possibility. With brand, product, and human stories, HOKA’s strategic approach and marketing investments will meet consumers at every step in their journey. The FLY HUMAN FLY campaign will introduce a strong visual language, utilizing the bold colors HOKA is known for in its product offerings and elevate the iconic HOKA bird logo – creating synergies across campaign elements and driving brand recognition. Big, bold ideas will come to life through distinct new creative, a HOKA website refresh, new product innovations, experiential events at HOKA retail stores, and ongoing integrated marketing stories. HOKA is promoting the ad campaign with an extensive global rollout plan, including out of home assets in key global cities, digital, and national video spots on connected TV platforms. The launch further solidifies the brand’s position as a pioneer in the performance category and will be complemented by an ancillary marketing campaign. Amplifying HOKA’s message of FLY HUMAN FLY, HOKA is partnering with Achilles International, a nonprofit which transforms the lives of people with disabilities through athletic programs and social connection.

Advertising Attribution for online marketplaces sales is one of the most challenging areas in brand marketing, particularly for CPG’s. Three brand marketing experts share insights.

At a recent Portada Live knowledge-sharing event for brand marketers Moises Leiferman, Sr. Manager Omni Channel Perfetti Van Melle, Guillermo Rivera, VP of Marketing at Merama and Salvador Padron, Director, Sabritas, Ruffles and Mixes Marketing Pepsico, discussed advertising attribution for online marketplaces sales. Below is the gist of what they shared.

Moises Leiferman, Sr. Manager Omni Channel Perfetti Van Melle.

“By gathering more data we are able to understand tail effects of what we do with e.g. Walmart and Amazon and the rest of our portfolio. We use etailers’ information and analyze a mix of click and view data. The approach we use depends on the campaign objectives. What is very important is that we establish apple to apple comparisons in order to measure retailer A the same way we measure retailer B and C,” said Moises Leiferman, Sr. Manager Omni Channel Perfetti Van Melle.

What is very important is that we establish apple to apple comparisons.

 

Advertising Attribution: Multitouch Attribution Better than Last-Click

Guillermo Rivera, VP of Marketing Merama.

“My experience with advertising attribution models is that it is better to use multipoint attribution models and not last point or last-click attribution. That said, we like to use 7 days for more consumer impulse driven products and a 14 day lag for hardware, electronics, kitchen appliances etc. We also organize our attribution models by paid media vs. non-paid media and analyze a lot affiliates programs which can provide rich data. We  mix this with the interactions that the customer has with with paid media, including sponsored products,” said Guillermo Rivera, VP of Marketing Merama.

We also organize our attribution models by paid media vs. non-paid media and analyze a lot affiliates programs which can provide rich data.
Salvador Padron Director, Sabritas, Ruffles and Mixes Marketing Pepsico.

At Pepsico we look at the ROI depending on the type of campaign. Sometimes we look for straight sales and ROI based on run rate and when we actually advertise with specific e-commerce retailers. And then we do our best to isolate variables and understand what is really driving the performance. But it also depends on the initiative’s objectives; sometimes we want to drive sampling through an ecommerce retailer and we want to reach as many people as we can. In this case,  ROI is more of a mid-term objective. We usually assess every marketing initiative through our marketing mix modeling algorithm and sometimes we are not there yet, as getting all the data to obtain a very clear ROI is very complicated,” said Salvador Padron, Director, Sabritas, Ruffles and Mixes Marketing Pepsico.

We do our best to isolate variables and understand what is really driving the performance.

Check out How Pepsi, Perfetti Van Melle, and Merama Use Content Marketing for E-Commerce

 

Pepsi, California Strawberries, Albertsons Companies… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

 

  • Pepsi 

Pepsi Stronger Together and Grammy-nominated recording artist, entrepreneur and philanthropist Fat Joe are teaming up, in partnership with Gamesa Cookies, one of Mexico’s most beloved consumer food brands and largest manufacturer of cookies, to create a bigger stage for aspiring musicians and artists – by launching their first national scholarship search. The program, part of PepsiCo’s series of grassroots initiatives tailored to local communities, aims to support underserved youth nationwide by inviting students to apply to receive one of four US$25,000 scholarships towards an education in music and arts. The program kicked off in New York City on June 12 where Fat Joe will serve as Padrino (Godfather) of the Puerto Rican Day Parade on the Pepsi Stronger Together and Gamesa float. He will be joined by NYC radio personality Angie Martinez, former Bronx borough president Ruben Diaz Jr., and singer Tony Sunshine. Following the NYC kick-off, Pepsi Stronger Together and Gamesa will take the tour national with stops in Los Angeles, supported by internationally celebrated photographer and filmmaker Estevan Oriol, and Houston, with help from Texas rapper and scene icon Bun B, before culminating in Miami. The four scholarship winners will be announced in October at iHeartRadio’s Fiesta Latina concert in celebration of Hispanic Heritage Month. High school seniors nationwide can apply online at PepsiStrongerTogether.com until September 20, 2022. Each of the four cities will also feature a designated site where students can apply in person with the help of on-site staff, starting with Fat Joe’s UP NYC store in the Bronx. As an extension of PepsiCo’s Racial Equality Journey efforts, this national scholarship program focused on music and arts adds to PepsiCo’s community investment, which together with the PepsiCo Foundation, includes a commitment to provide more than 4,000 community college scholarships to support Black and Hispanic students pursuing 2-year and 4-year degrees.  

  • California Strawberries

 

The California Strawberry Commission hosted an exclusive “Million Ways to Love Strawberries” event at the Santa Monica Proper Hotel to celebrate peak strawberry season, the unique versatility and love consumers have for the vibrant, healthy berry, and the extraordinary people who grow them. California strawberry farmers Neil Nagata and Mayra Paniagua represented the hundreds of strawberry farmers who grow nearly 90 percent of the nation’s strawberries on less than 1 percent of the Golden State’s farmland. Many are second-and third-generation farmers with a long history of demonstrating love and care for the land and the people who grow and harvest the fruit, and for the communities where they live.  Without farmers and farmworkers, it would be impossible to get strawberries to grocery stores across the world. Celebrity actress, singer, entrepreneur and mom of three, Christina Milian was there to celebrate all things strawberries and share a special strawberry version of her beignets from Beignet Box. Other notable food and nutrition influencers were there to serve guests their fabulous strawberry creations, including:Arnold Myint, Matthew Biancaniello,Dani Flowers, Cecilia Cid, Mascha Davis, Donna Colucci and Aspacia Kusulas.

  • Albertsons Companies

Pacvue, a marketplace advertising platform, announced that it has partnered with Albertsons Media Collective, the retail media arm of Albertsons Companies, to expand access to on-site advertising. Consumer Packaged Goods (CPG) advertisers and their agencies can now leverage Pacvue to create, execute and manage sponsored product advertising campaigns on Albertsons Cos. Retail Media Network, powered by the CitrusAd open API, which connects Pacvue to the Albertsons Cos. eCommerce sites.Pacvue clients can now expand their advertising to this new retail media network while continuing to rely on Pacvue to holistically manage their campaigns across all retail media networks with consistent performance data, flexible reporting, and smart optimizations.With over 100 million shoppers across the country, including more than 2,200 store locations and approximately 30 million members of Albertsons for U™ loyalty program, media placements on Albertsons Cos. owned properties allow advertisers to reach more consumers through omnichannel retail. Now, advertisers can access the same inventory with the software provider of their choice.Built by eCommerce veterans and supported by an expert team of practitioners dedicated to guiding eCommerce advertisers through new ad strategies, Pacvue is uniquely positioned to help brands leverage the opportunities of Albertsons Cos. online media. The Pacvue Advertising platform includes AI-powered automation tools, fully customized reporting, and competitive intelligence to help brands compete and win.

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Cardenas Markets

Ontario, Calif.- based Cardenas Markets is expanding its Southern California footprint through the acquisition of six Rio Ranch Market store locations. Cardenas operates in California, Nevada and Arizona, with 51 stores under the Cardenas Markets banner, seven stores under the Los Altos Ranch Markets banner and one store under the Cardenas Ranch Markets banner. Rio Ranch Markets, founded in 1983, has only the six stores in Chino, Banning, Fontana, Perris, Riverside and San Bernardino, according to the release. During the transition period, no immediate changes are expected to the operations of Rio Ranch Market stores, Cardenas’ news release said. Rather, the group of stores will be gradually integrated. The transaction is expected to close by mid-July.

  • Volvo Trucks

Volvo Trucks North America has awarded Raleigh, NC-based  Baldwin& agency duties following a competitive pitch, Mediapost reported. Previously, Volvo worked with several agencies and there was no lead agency incumbent. The agency has been working with Volvo since 2021, serving as social media AOR. So the win represents an expansion of its remit. Baldwin& will handle all strategic advertising and marketing initiatives for the company. Media is not part of the remit.

  • McDonald’s

In McDonald’s latest OOH advertising campaign in the United Kingdom, a singular location pin is integrated into iconic McDonald’s products including a Big Mac, gherkin, strawberry milkshake and fries in the minimalist, graphic posters. The use of bold iconography, familiar colour palette and the use of ‘we deliver’ ensure the OOH creative is distinctly recognisable as from McDonald’s. The campaign is the latest in a series of minimalist OOH work from McDonald’s leaning on the power of the brand’s distinct visual assets, specifically the famous Golden Arches. The work follows McDonald’s latest campaign, one’s lovin’ it, which went live in May to celebrate Her Majesty The Queen’s Platinum Jubilee Pageant.Steve Howells, Director of Marketing & Media, McDonald’s, said: “McDelivery is a key pillar of our business. With this Pins campaign, we are reminding our customers that they can enjoy their favourite McDonald’s products, wherever they are, thanks to McDelivery.” OMD is handling OOH media planning and buying. 

 

 

 

 

EVANSVILLE, Ind.–(BUSINESS WIRE)–After providing ultra-high-speed 100 percent fiber optic internet directly to homes and businesses for 17 years, Metronet today announced a new look for the company that features a fresh, modern rebrand with vibrant brand colors while preserving a link to the previous branding style. Metronet’s new branding embodies a modern take on Metronet’s legacy green while mimicking the spacing from the original logotype. A sleek shade of purple has been introduced to the new design type, symbolizing Metronet’s dedication to remaining innovative and committed to bringing customers fast, reliable service through state-of-the-art fiber optic technology.


As a forward-looking, strong, and friendly fiber optic provider, Metronet is dedicated to providing residential and business customers with a superior internet experience with access to unparalleled customer service, future-proof infrastructure, and an experience customers love. Alongside new branding, Metronet has officially launched a new website, featuring improved usability for customers interested in Metronet services at metronet.com.

Metronet storefronts and trucks will soon transition to the new branding, adding a vibrant and recognizable touch of color throughout the communities the company serves. Select local storefront locations have already transitioned to the company’s refreshed branding.

“The rebranding reinforces Metronet’s commitment to the communities we serve,” said Mindy Wingert, Metronet Vice President of Marketing. “We are driven to help our customers love their internet. This commitment means we provide a superior fiber optic product, and we push ourselves to deliver a superior experience. The new tagline is more than a motto, it is our mission: you will love your internet with Metronet.”

Metronet builds and operates fiber optic networks with symmetrical upload and download speeds of one gigabit or higher connected directly to homes and businesses throughout 16 states, serving more than 250 communities. With a future-proof infrastructure, Metronet’s services can scale to higher speeds with more options available in the near future. Metronet is dedicated to connecting America’s underserved cities and towns and bringing state-of-the-art fiber optic connections for workers, businesses, schools, hospitals, government facilities and homes.

To learn more about Metronet, please visit metronet.com.

About Metronet:

Metronet is the nation’s largest independently owned, 100 percent fiber optic company headquartered in Evansville, Indiana. The customer-focused company provides cutting-edge fiber optic communication services, including high-speed Fiber Internet and full-featured Fiber Phone. Metronet started in 2005 with one fiber optic network in Greencastle, Indiana, and has since grown to serving and constructing networks in more than 250 communities across Indiana, Illinois, Iowa, Kentucky, Michigan, Minnesota, Ohio, Florida, North Carolina, Virginia, Texas, Wisconsin, Missouri, Colorado, New Mexico, and Louisiana. Metronet is committed to bringing state-of-the-art telecommunication services to communities — services that are comparable or superior to those offered in large metropolitan areas. By offering XGS PON technology, Metronet can easily carry its communities into the future of 5GB service. Metronet has been recognized by PC Mag as one of the Top 10 Fastest ISPs in North Central United States in 2020 and Top 10 ISPs with Best Gaming Quality Index in 2021. Broadband Now has recognized Metronet as the Top 3 Fastest Internet Providers and Fastest Fiber Providers in the Nation in 2020, and #1 Fastest Mid-Sized Internet Provider in two states in 2020. In 2020, Metronet was awarded the Vectren Energy Safe Digging Partner Award from Vectren. For more information, visit www.Metronet.com.

Contacts

Katie Custer

Katie@RunSwitchPR.com
502.821.6784

Latino Media Network gets US$ 80 million funding and buys 18 TelevisaUnivision radio stations, MoEngage, Emigdio Rojas, Jessica Ricaurte ….companies are bought and sold, people change positions, get promoted or move to other companies. Portada is here to tell you about it.

 

Latino Media Network Announces US $80 million Funding, Buys Televisa Univision Stations…

Latino Media NetworkLatino Media Network (LMN) a media company focused on content creation, talent incubation, and distribution across multiple platforms announced its formation. LMN raised over US $80 million, the largest funding round to date for a Hispanic owned media company, and larger than Canela Media’s US $32 million funding round earlier this year. LMN also announced that it signed a definitive agreement with TelevisaUnivision to purchase 18 radio stations in 10 cities from coast to coast in a US $60 million all cash deal. The 18 stations in the deal are a combined set of AM and FM stations  in the largest US markets, and 8 of the top 10 Latino markets, reaching 33% of U.S. Latinos: LA, NYC, Miami, Houston, Chicago, Dallas, San Antonio, McAllen, Fresno, and Las Vegas. These stations primarily consist of sports, entertainment and music programming. Transition of the stations will happen following FCC approval and a one year transition agreement between TelevisaUnivision and Latino Media Network, which is expected to conclude in Q4 of 2023. LMN is in the process of recruiting outstanding talent and will make an announcement about the senior management team later this year. LMN intends to retain current TelevisaUnivision employees who work at the stations included in this acquisition.
Founded by social entrepreneurs Stephanie Valencia and Jess Morales Rocketto and backed by several Latino luminaries, LMN has the mission to help Latinos make sense of the world and their place in it by inspiring, informing and celebrating Hispanics through an audio focused multimedia network. The network will embrace cultural pride by telling Latino stories, addressing community concerns and talking about opportunities for a better future. Board members, investors and advisors include Maria Elena Salinas, Eva Longoria,  Eduardo Padron: Dr. Eduardo Padrón, Monica Lozano and Christy Haubegger. 
LMN has secured equity investments from leading Latino investors, and debt financing for the acquisition of the Televisa Univision stations from Lakestar Finance LLC, an investment entity affiliated with Soros Fund Management LLC.r creative vision,” said LMN Board Member Luis Ubiñas.

MoEngage’s New Funding

MoEngageMoEngage, an insights-led customer engagement platform announced that it has raised US $77 Million in Series E funding. The round is led by Goldman Sachs Asset Management and B Capital, with participation from the company’s existing investors Steadview Capital, Multiples Alternate Asset Management, Eight Roads Ventures, and Matrix Partners India.  MoEngage will use the additional funds to deepen its geographic footprint in the U.S., EuropeAsia, and Middle East markets and expand in new markets like Latin America and Australia. The funds will also be used to explore strategic acquisitions that can help extend its platform capabilities and provide more value to customers. AI-driven customer engagement technology is the next big frontier in Martech. Some experts have predicted that the customer engagement solutions market will grow to $32.2 billion in the next five years alone. Digital native consumers not only expect highly personalized interactions with brands across every channel, but research shows they will abandon brands that can’t deliver it. 

 

 Emigdio Rojas to Lead Simplicity in the U.S.

Emigdio RojasSimplicity, an international communication and marketing agency, announced the appointment of Emigdio Rojas (photo) as managing partner to lead its operations in the United States. Rojas has over 16 years of experience developing marketing and corporate communication strategies that connect with multicultural consumers in the United States and Latin America. Rojas will lead a multidisciplinary and multi-country team of professionals with extensive experience in different specialty areas, including corporate communications, public relations, digital, advertising, branding, and influencer marketing.

 

 

Ricaurte Joins Adsmovil as Chief Revenue Officer

Jessica RicaurteAdsmovil, a  Hispanic mobile advertising and digital media company, announced that Jessica Ricaurte  (photo) has joined the company as their new Chief Revenue Officer, leading sales for the entire Adsmovil portfolio, including the recently announced AVOD offering, Nuestra.TV.  Ricaurte brings over fifteen years of experience to her new position and comes from Yahoo! where she most recently served as a Global Agency Director. Prior to Yahoo! Ricaurte was a Sales Director at Adsmovil, so this is not her first stint at the company. Her extensive sales and management experience includes previous positions at Terra Networks, Audience Science and Televisa.

Tecate ALTA, Toyota, Heineken… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Tecate ALTA

As part of a long-term partnership, Pearlfisher  has shared its latest work for Tecate Alta. The agency created the brand strategy and positioning, campaign idea, TVC and ad campaign; inviting drinkers to ‘Bring Your All’. The new spot, which aired last week, and was directed by rising star, Roger Guàrdia from Park Pictures, poignantly connects to a wider multicultural audience. The ‘Bring Your All’ campaign proudly promotes abundance, complexity and fluidity to reach those seeking to connect over a unique, seasonable and flavor-forward, Mexican American ultra-light beer. Working in partnership with Willie Miesmer, Mauro Borges and production partners, Baby Lion Media, the new ad campaign takes a fresh and unconventional approach to the ultra-light category and gives Tecate Alta its own identity: dispelling American stereotypes about the Spanish-speaking world and championing the idea that this group is not stuck between cultures, but has so much more they can freely move in between. To authentically connect the brand to its roots, and the sensibility behind the ad, the ad was shot on location in Mexico City and Durango. The powerfully lyrical story follows the same actors through a kaleidoscope of different and beautifully shot scenarios to celebrate all that they are as they move freely between different facets of their personalities and lifestyles. The product is hero-ed and elevated throughout, highlighting the idea that with the right, crisp beer you can keep things flowing no matter where you go. Bring your all, bring your Alta.  Tecate ALTA’s tone of voice and visual expression culminate in a series of brand activations including TV commercials, radio, social media templates and internal communications. Using CGI and slow-moving imagery, these motion designs feature the sensorial qualities – from the metallic finish catching the sunlight and condensation collecting on the can. (Check our interview with Belen Pamukoff, Brand Director, Tecate where she explains the rationale of Tecate Alta’s launch last year).

 

  • Toyota

With the newest models of the Toyota Tundra and Toyota Corolla ready to hit the market, Toyota has continued its 13-year collaboration with Latin digital media company Remezcla to drive awareness and interest among US Hispanic consumers and enhance multicultural marketing efforts within the Latinx community. Developed in collaboration with Conill, the brand’s Hispanic marketing agency partner, the campaign launched two new short films: “Taste Takers” and “In Tune With Nature.” Through these spots Toyota, with significant help from Remezcla’s storytelling and expertise in Latinx culture, hopes to connect with the community in a meaningful way through fashion, nature and togetherness.“In Tune With Nature” was inspired by the underrepresentation of minority groups visiting national parks. The spot brings together Latine outdoor enthusiast Zavier Borja and luthiers Tomás Delgado Sr. & Jr. on a journey through nature with the brand’s Tundra Hybrid. The video showcases Delgado’s workshop and how nature inspires the father-son team when crafting their guitars.“Taste Takers” showcases the new Toyota Corolla Cross through the fashion lens of stylist Keyla Merquez as she meets Mexican heritage singer Marinero, to go thrift shopping in LA while discussing music, style and Latinx identity. This episode seeks to illustrate how we express our individuality and identity and communicate to the word through the way we dress.

  • Heineken  

Heineken USA, marketer of Heineken, Dos Equis and Tecate, has consolidated its media account with Dentsu. Canvas Worldwide has handled media for the beer marketer since 2018.

 

 

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Vallarta Supermarkets 

 

Vallarta Supermarkets, one of the largest Latino-owned supermarket chains in California, has announced a partnership with Flashfood, a digital marketplace that provides customers access to heavily discounted food nearing its best-by date. The five-store pilot will bring the app to Los Angeles County shoppers in Palmdale and Lancaster for the first time, expanding Flashfood’s presence across the U.S. from coast-to-coast. Flashfood aims to eliminate food waste at the retail level by connecting shoppers with savings up to 50% on food nearing its best by date that would otherwise be thrown away. The partnership will enable consumers to save big on everyday grocery items like meat, produce boxes, dairy and bakery items, as well as center-store foods and snacks at five Vallarta stores.The Flashfood app allows shoppers to conveniently browse and buy their groceries. Purchases are made directly through the app and customers can simply pick their order up from the Flashfood zone located inside their participating Vallarta store. The pilot partnership will not only save shoppers money but will drive further impact for the planet by reducing the amount of perfectly good food reaching landfills. To-date, the Flashfood app has diverted 40 million pounds of food from reaching the landfill and has saved shoppers more than US$100 million on their groceries. Flashfood can be found in more than 1,210 participating grocery locations in the U.S. and Canada including GIANT, SpartanNash, SN Martin’s, Loblaws, Tops Friendly Markets, Meijer, Giant Eagle, Stop & Shop, and more. All participating Flashfood store locations can be found via the store locator.

 

E-Commerce in Latin America is growing in leaps and bounds. To understand the growth implications and provide actionable insights to brand marketers, Portada and ComScore just published the 2022 edition of the Portada Insights Report, “E-commerce marketing in Latin America: data and lessons for brand executives” (Free, registration required).
The report analyzes the behavior of audiences on the web, apps and social media in the three largest markets in Latin America – Brazil, Mexico and Argentina – and in key e-commerce categories. In addition, dozens of brand marketers and e-commerce marketing experts provide intelligence and e-commerce marketing advice to fellow brand marketers.

Top E-Commerce Companies in Latin America

E-Commerce in Latin AmericaThe report also analyzes the expansion of online marketplaces in Latin America, the increased use of apps, particularly delivery and financial apps, and provides advice to brand managers on the best way to manage e-commerce campaigns in the region.
Readers of the report will also gain from the combination of insights obtained by Comscore data and the best practices, perspectives and views of the brand executives that are members of Portada’s brand marketer network ,as well as the viewpoints of marketing experts from Infobip, Latcom, Meltwater, ShowHeroes, and Yahoo.

“E-commerce trends are a reflection of various indicators in the economy in the different countries of Latin America – hence the importance of such a detailed analysis”, said Rodrigo Cerón, Senior Director, Global Marketing at Comscore. “Portada’s editorial vision together with Comscore’s data provide a comprehensive overview that we know will provide considerable support to the industry”.

The report, which can be downloaded here  (free, registration required),  answers crucial questions about e-commerce marketing in Latin America  such as:

  • How did online audiences (web and app) in the Food/Supermarket/Grocery, Department Store Malls, and Fragrances/Cosmetics categories evolve in the three main Latin American markets from 2019 to 2021?
  • What percentage of users of Brazilian Department Store Malls websites and apps use app-only to connect with retailers in this category?
  • Did the audiences of the top 4 online marketplaces in Argentina, Brazil and Mexico increase or decrease in the 2019 to 2021 time period?
  • Does social media marketing have a positive correlation with web/app visits on Latin American e-commerce sites?
  • Does programmatic display or social advertising work better for achieving conversions in online buying?
  • What other initiatives are useful for achieving conversions?
  • What case studies and actionable insights are there on customer service via social networks?
  • Which best practices are recommended for the use of CTV and Digital Out of Home in e-commerce marketing?

DOWNLOAD HERE (free, registration required).

In addition, to Comscore, the following companies partnered with Portada for the report.

Infobip

Latcom

Meltwater

Showheroes

Yahoo

Caterpillar Inc., JCPenney, Shell-Pennzoil… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Caterpillar Inc.

Caterpillar Inc. announced a multi-year sponsorship with Major League Soccer (MLS), the fastest growing sports League in North America. With the highest percentage of millennial and multicultural fans of any U.S. sport, the sponsorship is designed to amplify the Caterpillar brand to a broader, more diverse audience in the United States and Canada and to engage with the League’s passionate fans more deeply.The sponsorship of MLS supports Caterpillar’s efforts to evolve the brand, and ensure the company is representative of the many employees and customers it serves.As a part of the sponsorship, MLS will collaborate with Caterpillar to integrate Cat® products into the soccer ecosystem. Cat dealers will also have access to exclusive soccer experiences for their operators and customers as well as their families.Caterpillar recently collaborated with MLS in development of Cat Trials 12: No Hands, which features U.S. and International Federation of Association Football (FIFA) World Cup soccer legend, DaMarcus Beasley, teaming up with autonomous Cat equipment to make a trick.

  • JCPenney 

Dentsu X has been named media agency of record for Retail giant JCPenney, following a review. Dentsu x will oversee the US retailer’s full media spend and expand upon a successful 17-year relationship. Since 2005 dentsu has been a trusted and agile media agency partner for JCPenney, largely in the search and performance media space. Now, under this expanded relationship, denstu X will handle all media buying and planning across platforms, helping JCPenney to engage throughout the entire customer journey while driving greater value and results at the intersection of brand, customer and demand. Dentsu X has already begun onboarding the full media business. 

  • Shell-Pennzoil

Roger Penske signed a five-year contract extension with Shell-Pennzoil that covers Team Penske, IndyCar, Indianapolis Motor Speedway and most of Penske’s portfolio.Team Penske and Shell-Pennzoil have won 96 races together, including Joey Logano’s recent NASCAR victory at Darlington Raceway.The new deal has multiple layers and covers sponsorship of 30 races for Logano in NASCAR, as well as sponsorship of the Indianapolis 500 entries for Josef Newgarden (Shell V-Power) and Scott McLaughlin (Pennzoil).Shell-Pennzoil and Team Penske in 2011 restarted a relationship that began in 1983 when Pennzoil was sponsor of Rick Mears and won the 1984 and 1988 Indianapolis 500s in the car dubbed “The Yellow Submarine.”Other highlights of the deal include Shell becoming the official fuel supplier for the IndyCar Series; Pennzoil becoming the official lubricants supplier for Team Penske; and Pennzoil extending its sponsorship as the official oil and lubricant supplier for Indianapolis Motor Speedway and IndyCar.

  • Blue Diamond Growers

Blue Diamond Growers, one of the leading producers and marketer of almonds in the world,  has selected McKinney as their Agency-of-Record (AOR) for all the creative work across Blue-Diamond’s consumer-facing branded business, including Blue Diamond® Almond Breeze® and Blue Diamond® Snack Almonds. This new partnership will focus on expanding the brand’s reach into more US households by showcasing the healthy, flavorful and satisfying product choices within the Blue Diamond portfolio. Aside from being a well-known and loved CPG food brand, Blue Diamond is also an agricultural cooperative owned by thousands of family farms, which makes the successful marketing of its products even more important. Throughout the pitch process, McKinney demonstrated a great understanding of the industry and how purchase decisions are made, ultimately turning simple human insights into attention-grabbing creative work. McKinney participated in a highly competitive, several months-long pitch process alongside some of the top creative agencies in the country, and ultimately won after being one of the four finalists. The account will be led out of McKinney’s LA office, with support from team members in both its Durham and NYC locations. The first campaign from McKinney and Blue Diamond is set to break in January of 2023.

  • Sesame Workshop

Strategic marketing innovator Known has been named Media AOR for Sesame Workshop, deepening the relationship with the nonprofit educational organization behind Sesame Street. Working closely with Sesame Workshop’s audience development team, Known will handle all account management and execution for domestic paid media campaigns.Known will continue and further its work with the Sesame Workshop team to establish benchmarks for a range of upcoming campaign goals and will help optimize SEM and SEO strategy across the organization’s web properties.Known began working with Sesame Workshop in 2020 on a variety of strategic marketing initiatives, including audience research and data strategy, the development of data infrastructure across dozens of global sources, and an intelligence platform that aggregates 10 billion rows of such data into insights dashboards now used by the entire organization.

 

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

 

  • Subway 

Subway has appointed Omnicom´s FleishmanHillard as its U.S. PR AOR for brand and corporate communications, PR Week has reported. The appointment follows a three-round, invitation-only RFP process that began in December 2021 and ended in March this year, when FleishmanHillard also officially started working with the brand.  FleishmanHillard will be in charge of assisting the brand in its communications  and corporate perspective, including corporate narrative and storytelling, crisis and issues management and sustainability efforts. According to PR Week, Partner and SVP of brand marketing at FleishmanHillard Josh Holland will lead a team of eight core staffers on the account. The team reports to Christou and works closely with Brad Simon, senior director of brand comms at Subway, and Alyssa Goldfarb, senior director of corporate comms at the company.Current Global was the incumbent on the account.

  • Progressive Insurance® 

Progressive Insurance, one of the leading commercial auto insurers in the United States, recently launched the Driving Small Business Forward grant program in support of Hispanic entrepreneurs. Applications are now open for small business owners to receive one of 10 US$25,000 grants for use toward the purchase of a commercial vehicle for their business.According to McKinsey & Company, Hispanic entrepreneurs start more businesses per capita than any other racial or ethnic group in the United States, yet they face more challenges getting loans or capital from the investment community. With the Driving Small Business Forward grant program, Progressive hopes to support these owners with funds to take their business to the next level.In order to be considered, eligible small businesses must: Be majority (51%+) owned and operated by Hispanic-identifying entrepreneur(s), Have 10 or less employees, Have less than US$5M in annual gross revenue and have a demonstrated need for a commercial vehicle.Progressive is partnering with business accelerator Hello Alice to administrate the grant program. Applicants for the Driving Small Business Forward grant program have until June 17, 2022 at 6 p.m. ET to submit their application.

 

At a recent Portada Live knowledge-sharing event for brand marketers Erin Siegel, Senior Director, Public Relations & Executive Communications Century 21, asked other participants about the role Content Marketing for E-Commerce plays in their strategies. Specifically, Siegel asked what role content marketing plays in the online marketplace space and in D2C and how it is leveraged for brand differentiation.  

These are the answers on the all important topic of Content Marketing for E-Commerce by three expert brand marketers:

Content Marketing for E-Commerce
Salvador Padron Director, Sabritas, Ruffles and Mixes Marketing Pepsico.

“We use content marketing to differentiate us from our competitors. We do cooking recipes and more behind the scenes content. We also provide access to information that is not as public in other channels in order to give something extra to the consumers. As a result, consumers get more engaged and become more involved in the category. It’s not so much transactional but about the experience. Brands that can provide interesting content to consumers have an edge,” noted Salvador Padron Director, Sabritas, Ruffles and Mixes Marketing Pepsico.

It’s not so much transactional but about the experience.
Moises Leiferman, Sr. Manager Omni Channel Perfetti Van Melle.

“Content marketing is very useful for us and we are also including brand health metrics in our content marketing initiatives in order to assess the overall picture. So perhaps a particular media has not been that strong in ROI terms, but did substantially reinforce brand attribute X or Y. Content marketing drives differentiation in order for consumers to be in a better position to convert later on,” mantained Moises Leiferman, Sr. Manager Omni Channel Perfetti Van Melle.

Content marketing drives differentiation in order for consumers to be in a better position to convert later on.
Guillermo Rivera, VP of Marketing Merama.

“We have a channel optimization playbook including SEO which includes the ideal words for title, description, wording to use in certain marketplaces and not in others. A+ content, images, video to complement images and text. Our mission and obsession is to build the perfect SKU, and the best detail page we can have. We complement that with certain traffic testing from social media. We distribute that traffic to D2C or the online marketplace and analyze the differences in consumer behavior,” said Guillermo Rivera, VP of Marketing Merama. (Merama is a start up company valued at more than US $ 1 billion that invests in brands and readies them for the D2C and ecommerce world.)

Our mission and obsession is to build the perfect SKU, and the best detail page we can have.

 

Content for Ecommerce: Check out how Willow Innnovations and Primary Arms do it!   

Carl Friedrik, Pepsi™, Lyft … and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Carl Friedrik

Carl Friedrik, a luxury leather and travel goods company, has selected Issa PR, a luxury global strategy and public relations agency, as their US-based Agency of Record. The Scandinavian company is expanding its reach and launching in the United States this month. Centered on modernity and minimalism, Carl Friedrik offers a wide variety of stylish, durable and timeless goods – from refined leather accessories to hardwearing, elegant luggage pieces. Issa PR will handle all media relations and PR strategy in North America.Issa PR agency is co-headquartered in London and New York with team members across the US and Europe. 

  • Pepsi™

Last year, Pepsi introduced its #BetterwithPepsi campaign, promoting how America’s favorite foods (like burgers) indeed go better with a refreshing, crisp Pepsi cola.  Just in time for National Pizza Party Day on May 20, Pepsi reminded everyone that pizza is #BetterWithPepsi.In a recent study, 90%1 of people agreed that Pepsi is a perfect beverage complement to pizza, so it’s no surprise that 72%2 of national pizza locations currently serve Pepsi. To celebrate this truth, Pepsi took pizza enjoyment to the next level on National Pizza Party Day – last Friday, May 20. With help from the Culinary Institute of America (CIA) Consulting, a business unit of The Culinary Institute of America, Pepsi reimagined America’s favorite pizza topping, unveiling the world’s first Pepsi™-Roni Pizza.Since Pepsi is wildly known to also enhance the taste of pizza, the brand enlisted CIA chefs to reimagine and engineer a new type of pepperoni infused with the rich caramel notes and brown spices with the citrusy pop of Pepsi cola. The unique topping recipe designed by Pepsi and CIA Consulting includes a Pepsi® Zero Sugar reduction instead of the water typically used in pepperoni preparation and layers the sweet and citrus zests Pepsi is known for with the standard spice blends found in pepperoni. Last Friday, May 20  pizza fanatics located in New York City were able to try the first Pepsi™-Roni Pizza (for free!) in Lower Manhattan – the birthplace of pepperoni – only at Made in New York Pizza West Village (561 Hudson St, New York, NY 10014).The National Pizza Party Day promotion and limited-edition Pepsi™-Roni Pizza is the latest iteration of the brand’s Better With Pepsi creative campaign launched in 2021 which included 12 national commercials and proved the most popular cheeseburgers from the top three burger chains in the country went #BetterwithPepsi. As part of this #BetterwithPepsi program, Pepsi will debut another new suite of national television spots this summer. Better With Pepsi is more than a tagline for the brand, it’s an unapologetic reinforcement of how consumers enjoy Pepsi every day with their favorite foods.

  • Lyft 

Lyft has selected Mediahub to handle its U.S. media account, estimated to be worth around US$50 million annually, according to Campaign US.Mediahub won the account following a three-month competitive pitch review process run internally by Lyft.The new agency  will handle the transportation company’s U.S. media planning, buying, analytics and measurement duties. It will also work closely with IPG’s data arm Acxiom to identify consumer targets for Lyft.Lyft previously worked with VaynerMedia.The account will be led by Mediahub’s Los Angeles office, with support from across the U.S. network.

 

  • Audi

Audi of America has appointed Ogilvy as its creative agency of record, ending an eight-month review, Adage reported. Venables, Bell & Partners had held the account since 2007. The review began 10 months after Audi of America hired Tara Rush as its chief marketing officer.

 

 

 

 

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Target Corporation / Ulta Beauty 

Target Corporation and Ulta Beauty shared details about the highly anticipated Ulta Beauty at Target, slated to begin rolling out in more than 100 Target stores nationwide and online with more than 50 specially curated prestige brands this August. The differentiated retail concept pairs Ulta Beauty’s industry authority with Target’s beloved experience, bringing a one-of-a-kind beauty experience to millions of guests. The companies are planning for these experiential “shop-in-shops” to reach a total of 800 Target stores across the country in the coming years.he two trusted retailers partnered to create an industry-first shopping destination based on their expertise in beauty, curation and guest-centric experiences. The Ulta Beauty at Target assortment of prestige brands includes, but is not limited to, the following: Anastasia Beverly Hills, Ariana Grande, bareMinerals, Bumble and bumble, Clinique, Drybar, IT Cosmetics, Jack Black, Juvia’s Place, MAC Cosmetics, Madison Reed, Morphe, PATTERN, Philosophy, Smashbox, St. Tropez, Sunday Riley, Tarte, The Ordinary, Too Faced, TULA Skincare, Ulta Beauty Collection and Urban Decay, among others. The full list of brands, including some that are exclusive to Ulta Beauty, can be found on A Bullseye View.The Ulta Beauty at Target locations will be found in Target stores across the country, complementing Ulta Beauty’s existing store footprint and making prestige beauty more accessible than ever before. The list of more than 100 locations at launch can be found here Ulta.com/Target, with additional locations to follow in the coming years. Bringing the experience further to life, Ulta Beauty-trained team members will provide guests with industry-leading beauty expertise to guide product discovery and selection. Each “shop-in-shop” will be prominently placed near the existing Target beauty section and will feature specialized displays, discovery zones, as well as on-trend, seasonally relevant offerings.The immersive experience will also live on Target.com and in the Target app with an elevated look and feel. Guests who shop Ulta Beauty at Target will benefit from rewards from both Target Circle and Ultamate Rewards. Those shopping online will enjoy free shipping for qualifying orders and Target’s industry leading, same-day fulfillment services, Drive Up, Order Pickup and same-day delivery with Shipt at participating store locations.

  • Natura &Co 

The Natura &Co group, composed of the brands Natura, Avon, The Body Shop and Aesop, potentiated its digital strategy by developing a new e-commerce experience on the websites of the four brands. The initiative was supported by Compass UOL, a global digital transformation company. Now, consumers can browse lighter websites, with up to ten times faster loading, even when experiencing slower connections and from less powerful devices.The new website interface was designed to facilitate access for customers, consultants and representatives to the product catalog, and mix offers and content in a balanced way, delivering information and shopping recommendations in a more intuitive and fluid way.From now on, the four brands will be able to replicate features developed in Brazil to other countries. In addition to this, they can launch a new e-commerce site in less time.Using the AWS cloud and the Salesforce’s e-commerce engine, Compass UOL restructured the architecture and the front end that supports the e-commerce platforms of the four group brands in Latin America, creating a unique code based on React and SPA technologies. The release was based on concepts of clean code, modular architecture, and decoupled software, and using the Lean project management methodology to guarantee the agility of the execution.The new modular structure allows the inclusion of new features more quickly, which can be replicated to any country. The project was conceived in a mobile-first concept, prioritizing access via smartphones, matching Brazilian reality.The reformulation was one of the initiatives that contributed to increase the number of pages visited in 218% and reduce 40% in the rejection rate during navigation.The implementation is already completed for all Latin America.

 

 

 

Wells Fargo Marketing is important. The financial institution is the t

 

Wells Fargo Marketing
Rebeca Vargas, Head of Marketing for Diverse Segments, Wells Fargo

Rebeca Vargas has been Asked whether her position at Wells Fargo is new or not, Vargas asserts that  “positions are defined by the person who has the position”. “It’s a new position because I approach diverse segment marketing in a unique way for Wells Fargo,” Vargas adds.

This is a new position because I approach diverse segment marketing in a unique way for Wells Fargo.

Vargas comments that looking back at the organizational structure, Wells Fargo has fluctuated in the past between a centralized and decentralized marketing structure. She explains that today there is a brand marketing team, which is in charge of branding the Wells Fargo brand as well as of the brand guidelines. In addition, there are  marketing teams along each line of business who do product marketing  e.g. consumer, home lending, credit cards etc.

Vargas leads a third ‘type’ of marketing unit as there is no one with a similar position to hers across Wells Fargo. The unit Vargas leads is embedded in the Consumer and Small Business Banking Unit, which is led by Mary Mack, Senior Executive Vice President and Chief Executive Officer of Consumer and Small Business Banking.

Wells Fargo Marketing Budgets

ImagenMarketing decision making is always more decisive and accountable if the decision maker is supported by a marketing budget (e.g.  Alfredo Rodriguez at Dish Latino.) This is also the case for Rebeca Vargas at Wells Fargo. Vargas and her growing team of 15 executives has 100% decision making power over marketing budgets targeting diverse segments (

responsibilities include the activation of Wells Fargo’s sponsorship of the Mexican National Soccer Team and cultural engagement campaigns at important holidays like Hispanic Heritage month.

In addition, Vargas has a more consultative role in advising Wells Fargo’s product brand marketing teams to develop acquisition campaigns reaching diverse consumers. “We provide advice  to make sure that those stories not only show people of color but resonate with diverse consumers. As an example of this collaboration with marketers in charge of different product units, Vargas cites direct mail campaigns where she makes sure that cultural insights are taken into account.

I have a dual role. I provide advice for total market and develop and execute our own segment marketing.

Wells Fargo Multicultural Marketing: Upcoming Initiatives

Vargas tells Portada about several advertising and marketing initiatives which will be launched in the next few months. “For the Hispanic segment, we are launching next month four new debit card designs in partnership with the Mexican Soccer Federation and the Mexican National Soccer Team. We have an affinity card with the team and as part of the logo change we developed four new debit cards.” The new debit cards will be promoted through TV, radio and social media campaigns in the third quarter. Additionally, at the end of the third quarter, Wells Fargo will be launching a sweepstakes campaign offering consumers the opportunity to fly to the Soccer World Cup in Qatar and watch the matches of both the Mexican and U.S. Teams. The sweepstakes initiatives, Vargas notes, will be supported mostly by Hispanic media properties.  For the African American market, Wells Fargo in April launched  the Wells Fargo HBCU Legends Collection, a new slate of 12 debit cards spotlighting the rich and vibrant legacy of historically Black colleges and universities, or HBCUs. More initiatives in partnership with HBCU are in store.

Multicultural Marketing is not DEI

DEI initiatives in Corporate America are clearly on the rise. In the case of Wells Fargo, there is a very focused and important effort in DEI (Diversity Equity & Inclusion). “For us DEI means making sure that we attract diverse talent, that we see opportunities for growth for diverse talent. That we work with companies that are owned by diverse entrepreneurs. It also means that we make sure that we support diverse communities in the U.S. and particularly in the places we do business,” Vargas claims. Examples include Wells Fargo’s partnership with Operation Hope,  a national non-profit dedicated to financial empowerment for underserved communities as well as Wells Fargo’s support of Unidos.US,  the largest Hispanic civil rights and advocacy organization.

I personally believe that recently in the U.S. with the growing importance of DEI, there has been a confusion between multicultural marketing and DEI efforts.

Vargas emphasizes that marketing to the diverse consumer is different to DEI: “I personally believe, that recently in the U.S., with the growing importance of DEI, there has been a confusion between multicultural marketing and DEI efforts.” She explains that there is a “whole team that does DEI and then there is my marketing team.” “We certainly collaborate but our team has different objectives which are separate from DEI. My team is responsible for acquiring diverse customers and for deepening relationships and serving them in the best possible way – e.g. that branches have the right bankers, in-language communications etc-. DEI has more overarching objectives in order to do the best thing for  suppliers, community and customers,” Vargas mantains.

An area where DEI overlaps with marketing and media is Wells Fargo’s commitment to minority owned media, the marketing executive asserts.  “We are committed and make sure that we support all suppliers of diverse origin. We are looking forward to collaborate with them. We support NNPA, Black Press Assosciation, and do many media buys with many Hispanic publishers,” Vargas concludes.

 

 

 

 

Lexus, Realogy Holdings Corp., Miss Dior, Wells Fargo… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Lexus

LAFC introduced a new multi-year partnership with Lexus as the Club’s Official Luxury Vehicle partner and first-ever presenting partner of the Lexus Field Club.As part of the partnership, Lexus has acquired the exclusive naming rights of Banc of California Stadium’s all-inclusive premium seating area on the field level, now known as the Lexus Field Club. The club features new design elements inspired by the expert design of Lexus’ award-winning vehicles. Guests in the Lexus Field Club will once again enjoy up-close views of the teams and technical staff as they take the pitch before all home matches.Lexus will also have a presence at all LAFC matches at Banc of California Stadium, with additional fan engagement activations prior to select games at the LAFC Fan Fest located on Christmas Tree Lane on the north side of the stadium.

  • Wells Fargo

ImagenRebeca Vargas, tells Portada about several advertising and marketing initiatives at the financial institution which will be launched in the next few months. “For the Hispanic segment, we are launching next month four new debit card designs in partnership with the Mexican Soccer Federation and the Mexican National Soccer Team. We have an affinity card with the team and as part of the logo change we developed four new debit cards.” The new debit cards will be promoted through TV, radio and social media campaigns in the third quarter. Additionally, and at the end of the third quarter, Wells Fargo will be launching a sweepstakes campaign offering consumers the opportunity to fly to the Soccer World Cup in Qatar and watch the matches of both the Mexican and U.S. Teams. The sweepstakes initiatives, Vargas notes, will be supported mostly by Hispanic media properties.  For the African American market, Wells Fargo in April launched  the Wells Fargo HBCU Legends Collection, a new slate of 12 debit cards spotlighting the rich and vibrant legacy of historically Black colleges and universities, or HBCUs. More initiatives in partnership with HBCU are in store. Asked about the deprecation of third party cookies and the difficulties arising to some walled gardens (e.g. Facebook) in targeting consumer segments, Vargas notes that she is aware of these challenges, but that she believes that Facebook and other social media properties are still very important channels, particularly for Wells Fargo’s Mexican Soccer team sponsorship promotions as well as for the Soccer World Cup sweepstakes. (Read the entire interview with Rebeca Vargas,

  • Realogy Holdings Corp. 

Realogy Holdings Corp., a global leader in residential real estate services, announced the company will rebrand as Anywhere Real Estate Inc. (referred to as “Anywhere”). Home to renowned real estate brands, Better Homes and Gardens® Real Estate, CENTURY 21®, Coldwell Banker®, Corcoran®, ERA®, and Sotheby’s International Realty® as well as national title, settlement, and relocation companies and scaled mortgage origination and underwriting joint ventures, the company expects to implement the rebrand by end of second quarter 2022. Realogy also laid out the next phase of its strategy, which will leverage its advantaged market position and ability to invest to improve and simplify the home buying and selling experience for consumers who are demanding a more seamless, integrated transaction. A New Name, a New Day for Real Estate Taking inspiration from the company’s strategy, the Anywhere brand represents the desire to meet consumers anywhere on the transaction journey across the entirety of the market. The “re” at the end of the Anywhere name nods to the brand’s prominence within the Real Estate industry. The Anywhere mark is an eight-stroke asterisk, symbolic of depth, connectivity, and amplification, with the bottom vertical stroke falling away to lie horizontally as the foundation of a home. While the two lower strokes of the asterisk come together to form a pitched roof, the linear middle strokes form the horizon line and the upper three strokes form the arc of a sun rising above the home, conveying the potential that comes with a new day. As part of the rebrand, the company will also align to a new enterprise positioning to further move its culture and talent strategy into the future. The Anywhere naming and brand development was led by multidisciplinary San Francisco-based design studio, Hybrid Design. 

  • Miss Dior

This month, Parfums Christian Dior is unveiling its very first vintage fragrance: Miss Dior Rose Essence blooms. Miss Dior Rose Essence bottles the best kept secret of Grasse women – the legendary May Rose water – in a precious perfume for the first time ever.A s part of Dior’s responsible commitment, the incredibly fine bottle is made with 25% recycled glass and features the iconic houndstooth motif. The name “Miss Dior Rose Essence” is engraved in the glass. The bottle is then displayed in a 100% plant-based case stemming from bamboo and bagasse fibers.For all rose lovers out there, the Miss Dior Rose Essence Nouvelle Eau de Toilette will retail at SGD320 for 100 ml, and will be exclusively available at Dior Beauty boutiques at ION Orchard, Marina Bay Sands, Raffles City and JEM from 1 May 2022.

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

 

  • Kohl’s 

American department store retail chain Kohl’s has appointed Horizon Media to lead its traditional buying, following a five-month search for a new media agency. For the quarter that ended Jan. 22, Kohl’s reported a 6% rise in complete income to US$6.5 billion together with a revenue of US$299 million. Together with reinvigorating its loyalty program, Kohl’s just lately debuted its personal retail media community, which can generate another income stream. Kohl’s total gross advertising prices—primarily gross promoting prices—rebounded to US$948 million within the fiscal 12 months ended January 2022, up 15% from US$824 million within the earlier 12 months (when advert spending and gross sales have been held down by the pandemic lockdown). U.S. measured-media spending, together with conventional media and web show adverts, however excluding paid search, jumped 50% in 2021 to US$209 million from US$140 million, based on Kantar.

  • Rockstar

PepsiCo´s energy drink Rockstar unveiled its new ad campaign, “Poder Para Mi Gente (Power for My People),” a platform designed to empower a new generation of hustlers who work hard to give back to their local communities. This first-ever Hispanic equity campaign for the brand spotlights young Hispanics inspired by their heritage and embodies Rockstar Energy’s hustle mentality. Poder Para Mi Gente,” directed by Rocio Crudo, features Victor Fontanez, professionally known as Vic Blends, who rose to popularity by cutting hair in exchange for good conversation. A hustler himself, Vic Blends took his passion for cutting hair in his mother’s garage to become one of the industry’s most renowned barbers. Vic now uses his platform to give back to his community through his philanthropic efforts, including Vic Blends Academy, an online curriculum educating on barbering techniques and tips for succeeding in the industry. Alma, Rockstar Energy’s Hispanic creative agency, was inspired to take a documentary-style approach to the campaign.Alongside the new campaign, Rockstar Energy is launching the new Rockstar Punched Aguas Frescas, an energetic take on a mercado classic. 

 

 

 

Further to the effectiveness drop in digital advertising, the brands have bet on OOH advertising in 2022. According to OOHToday.com, the revenue for out of home advertising has increased 17,6% when compared to 2021 and the growth rate is expected to be higher during the current year. Innovation, creativity, segmentation, flexibility and control are the competitive advantages offered by this media compared to other channels.

                                                                                                  Article provided by Portada partner WorldCom OOH
Although over the last decade the digital marketing channels have become the quickest and most innovative way to advertise, the effectiveness of the internet ads is decreasing. This drop is due to multiple factors. The excessive push on SEO marketing, the oversaturation of messages to catch the online users’ attention, the lack of trust of the consumer to social ads and the opportunities presented by the new trends such as the dynamic announcements, the mobile billboards in LED trucks and other interactive formats offered by the DOOH.

OOH allows advertisers reach their target in any situation because it intercepts the consumer wherever he is.

OOH advertising “allows the advertisers to reach their target in any situation because it intercepts the consumer wherever he is.  In addition to the variety of assets offered by this media, there are some disruptive elements that reinforce the communication, and very powerful measurement tools,” says Cesar Angulo, New Business Development Director for WorldCom OOH/Latcom. “In such way, Latcom Media Services gives our customers full control of their campaigns, from the loading of the brief to the reports delivery. One of the main differentials of this solution is that you can develop the best media plan in OOH because it allows optimization according to the customer’s goals. Thanks to LMS not only planning and execution are streamlined, but you can also count with detailed ROI and scope reports.”

Innovation Does Not Stop

The opportunities provided by OOH advertising are infinite and include classic billboards and MUPIs, LED screens with interactive advertising, murals, facilities in cinemas or airports and billboards in buses with smart devices that change in real time and with the localization of the advertisements according to demographic group.

And if there is something that makes this option even more attractive for planners are the accurate OOH media measurement systems, because of the availability of trustable tools including digital integration with promotional codes, QRs and landings. The metrics achieved from OOH allow quantifiable results, that could only be obtained in online campaigns.  This giant data ecosystem, also allows the advertisers to create more customized campaigns and to hyper segment according to very specific audiences.

OOH – and more specifically DOOH – is now able to provide brands with the confidence and the data to support successful media planning, giving them the ability to reach the consumers with relevant messages and to achieve a precise measurement of the results. To the channel omnipresence, with a wide variety of outdoor and indoor assets, it is added the accuracy of the results, the feedback from the audiences and the measurement in real time. Therefore, 2022 is the year when the brands double down to communicate in OOH.

In the past 10 years, the number of leading women in management positions has grown and broken the so-called “glass ceiling”. Some organizations prefer women in key positions, leading teams. An example of this are the 17 Argentinian women from the media, advertising and marketing industry, that were recognized as a part of the “Leading Women” global network. But, which are the advantages of female leadership and their impact on the organizations?

                                                                                             Article provided by Portada partner WorldCom OOH.

Women are specialists in crisis management and in adapting to changes. This ability to face processes outside comfort zones and tolerate uncertainties and ambiguities is essential for the success of any company. Besides, female executives have a bigger development of emotional intelligence and build very good work teams where they motivate without losing sight of the results.

Usually, leading positions are occupied by women when they belong to companies with policies that support gender equality, inclusion and diversity. This is because companies are increasingly discovering the advantages of female leadership: an inclusive management that tends to consolidate the group’s identity and strengthen the role of each of its members.

I believe that from my work place I can make a difference, working to create spaces with more solidarity and equity, and empowering teams.

Although there are many companies that work for reinforcing equality, there are many women that were able to open their way to a leading position based only on merit, even in predominantly masculine industries. These women, who broke the cultural stereotypes thanks to their will and capacity, serve as role models for many others who are still facing obstacles and challenges in their fight for occupying a management position.

Leading Women
Karina Vázquez, Karina Vázquez, Commercial Director for the Southern Cone, Mexico and USA in Latcom.

Karina Vázquez, Commercial Director for the Southern Cone, Mexico and USA in Latcom is one of the 17 executives recognized as one of the Leading Women. She said: “I believe that from my work place I can make a difference, working to create spaces with more solidarity and equity, and empowering teams”.

Over 550 women belong to the Leading Women global network (formerly called Women to Watch), a tribute to those women who significantly contribute to the communication world, that are drivers of change and make a difference both in and outside their organizations.

Women who leave a mark

The eighth edition of Leading Women, which distinguishes professionals of advertising, media and marketing agencies, took place on April 25 at the Four Seasons Hotel in Buenos Aires. During the event, women leaders and protagonists of Communication and Marketing in Argentina, called together by Ad Age and Adlatina, were gathered with the purpose of recognize the 17 new members of this group of “Professional Women who are leaving a mark in the industry”.

The Florida Panthers are having a record-breaking season with a league-best 58-18-6 record, winning the Atlantic Division for the first time since 2015-16, clinching the first President’s Trophy in franchise history, and becoming the first team to secure a berth in the Stanley Cup Playoffs this season. As the top team in the NHL, the Panthers are engaging South Florida’s Hispanic communities in creative new ways as they get ready to pounce on the Washington Capitals during the playoffs.

Written by Alex de Carvalho, Miami

On April 30th, the Panthers unveiled a large mural in the heart of Miami’s world-famous Wynwood Arts District. The top of the mural has the lettering ¡Vamos Gatos!, “Let’s Go Cats!,” to build excitement for the playoffs. Renowned graffiti artist and muralist Pedro Amos designed the art and painted the mural, which features a bounding panther over a background of vibrant colors typically associated with Miami. The visually engaging mural includes the familiar sights of palm trees, high-rises, a causeway, a sunset, and the silhouette of a rodent to symbolize Former Panthers’ captain Scott Mellanby’s “rat trick.” The lighted mural covers a full building exterior wall facing I-95, Miami’s busiest highway, and is visible to cars driving by during the day and night.

Where it all started

The mural is an extension of the team’s ‘Vamos Gatos’ DEI (diversity, equity, and inclusion) campaign, which explores new ways to connect with and engage South Florida’s Hispanic market. Vamos Gatos began as a Spanish play-by-play live audio stream available to in-arena fans exclusively through the FLA Live Arena mobile application. With the app, Hispanic fans inside the arena can easily access live action commentary from their seats to enhance their real-time in-game experience.

Thanks to the team’s success this season, the mural represented a lot of work under demanding deadlines to promote the team’s playoff bid to the large Hispanic in Miami. There were many elements to deal with, from scheduling around the blistering weather to determining the design elements that would best represent the team, trying to get as many people involved as possible.

Florida Panthers
Photo via @flapanthers

 

 

Wynwood as an example

According to Pedro Amos, Wynwood provided a blueprint to the world for how to revitalize a neighborhood with graffiti art and represented a great creative opportunity to position the local team. “Working with the panthers was a dream. The team was phenomenal in terms of communication, especially with the tight deadlines,” said Amos. “With this special collaboration, we wanted to demonstrate the force of the panther on a warpath, making it large to portray its presence and importance. Similarly, with the “Vamos Gatos” letters, we want to incorporate and include the large Latino community in South Florida — it’s important that they feel united behind the Panthers.” Amos is a Miami native who has curated the Basel House Mural Festival over the past five years. His long-time passion for graffiti has led him to paint murals on four continents over the past 9 years alone. “I am grateful for opportunities to paint murals in public zones and to support organizations that want to express themselves through my chosen art,” Amos added.

Florida Panthers
Bryce Hollweg, Florida Panthers Executive Vice President.

The mural unveiling was followed by a Playoff Pop Up Party for Latinos at the Wynwood Marketplace, with graffiti artist Carlos Solano painting custom t-shirts on the spot for fans. The event featured photo opportunities with mascot Stanley C. Panther, drink specials courtesy of Stoli Vodka, and merchandise and ticket giveaways.

It’s important for us not to be just focusing on Sunrise or Ft. Lauderdale and to be reaching out to our fans in Miami-Dade County and Palm Beach as well.

Bryce Hollweg, Florida Panthers Executive Vice President, mentioned that the Panthers are “Proud to have launched the Vamos Gatos campaign to celebrate the Hispanic culture and vibrant backgrounds that we have here in South Florida. It’s important for us not to be just focusing on Sunrise or Ft. Lauderdale and to be reaching out to our fans in Miami-Dade County and Palm Beach as well.”

The Panthers will have home ice advantage throughout the 2022 Stanley Cup Playoffs, hosting the first two games of Round One at FLA Live Arena, as well as Game 5 and 7 if necessary. With the creative extension of the DEI ‘Vamos Gatos’ campaign, the Florida Panthers are spreading playoff fever to South Florida’s Latino and Hispanic fanbase.

 

While Centers of Multicultural Marketing Excellence certainly fulfill their function as specialized units for best practices and research, they are also sometimes mocked by insiders as consulting units that do not have decision-making power. This is not the case of Dish’s Latino Center of Excellence, Alfredo Rodriguez, Vice President, Latino Center of Excellence at DISH Network tells Portada. “DishLATINO is a brand and a product. A P&L focused mindset drives all acquisition, retention, programming & product initiatives.”, he asserts.

Led by Alfredo Rodriguez, the Latino Center of Excellence has 25 employees, including executives Nicole Preston, General Manager, Latino Center of Excellence; Juan Machado, General Manager Marketing in charge of acquisition, Jean Louis Bedout, General Manager, in charge of retention and upsell, as well as Reynaldo Pagani, who is in charge of the Puerto Rican market.

Dish Latino  Center of Excellence: How it came about

Dish LatinoIn 2020 Dish acquired Boost Mobile and Sprint’s prepaid customers from Sprint as Sprint merged with T-Mobile. As a result, DISH became a nationwide U.S. wireless carrier. Dish’s leadership could not help but notice that in addition to Dish Latino and Sling’s Hispanic subscribers, Dish now had a substantial Hispanic customer base in the form of prepaid wireless client. Approximately a third of Boost Mobile customers are Hispanics.  That is when the executives at the helm of Dish decided to create the Latino Center of Excellence.  The main part of the new unit’s team was to be composed by Dish Latino executives, as the direct to broadcast satellite provider already had a an established brand marketing team.

Historically Dish’s Latino Center of Excellence is the outgrowth of the brand marketing unit of Dish Latino, which also serves as a Center of Excellence for Sling and Boost Mobile.

“Because of the very nature of the product which is solely for Hispanics, Dish Latino has a very contained customer base and its own P&L. This affords as the luxury of running it as a business unit,” Alfredo Rodriguez, Vice President, Latino Center of Excellence at DISH Network, tells Portada. “We have our own marketing budgets for branding acquisition and retention. Additionally, we manage the entire budget , from media to production. We design the strategy. We are very keen on insuring that we have a return on marketing investment as we have full accountability for the subscriber base we manage,” Rodriguez adds.

We are very keen on insuring that we have a return on marketing investment as we have full accountability for the subscriber base we manage.

As of December 31, 2021,Dish Networks had 10.707 million pay-TV subscribers in the United States, including 8.221 million DISH TV subscribers and 2.486 million SLING TV subscribers. Rodriguez claims that an important part of the Dish TV subscriber base is Hispanic and that they are the leaders in the Spanish-tier direct-to-broadcast satellige category, (DBS), where they compete with providers including ComCast, Spectrum and DirecTV.

Rodriguez, who leads identifying which consumers are in fact Hispanics. “We analyze the retail footprint and how it corresponds to the density and location of Hispanics.” Marketing budgets for Boost Mobile and Sling are managed by these business units. Rodriguez notes that the wireless segment has a lot of unmet needs and that his team is working on strategy refinements for Boost.

Cross-selling Opportunities

Many of the insights that Rodriguez’s team obtains at Dish Latino can be be used to understand the customer base, particularly the Hispanic customer base of Sling and Boost Mobile. “We see a lot of opportunities to cross-sell and upsell to other brands, including combining data to provide existing and future customers interesting offers. We work very closely with Dish, Boost and Sling to leverage data, segmentation and insights,” Rodriguez maintains. He adds that more than about just using the data it is “about obtaining a real connection with our clients.”

How Dish Latino Determines its Hispanic Target 

The direct-to-broadcast satellite Dish LATINO service, the suite of stand-alone programming packages containing both Spanish & English language channels, targets two segments of the Hispanic population.  The unassimilated segment (18% of the Hispanic population) and the bicultural-Spanish-dominant (30% of the Hispanic population). The unassimilated segment  is foreign born and Spanish-dependent for all aspects of their lives as well as culturally attached to their country of origin.  The bi-cultural Hispanic segment tends to be foreign born and has lived in the U.S for 10+ years. They are comfortable with English and are exploring a new culture through the lens of their cultural heritage.
These two segments are the ideal customer for DishLATINO,  How does Dish-Latino’s marketing team determines which Hispanics belong to the the above segments and not the bilingual and fully acculturated segments? Rodriguez notes the assimilation algorithm takes the following factors into account: Language spoken at home, Language of media consumption, Cultural affinity, Proportion of first 18 years lived in US and preferred language. According to this acculturation algorithm, roughly 30%-40% of the 60 million Hispanics living in the U.S. are either unassimilated or bicultural, Rodriguez says.
Research by Rodriguez and his team has determined that these two segments have many unmet needs. One of them is the need for speaking and perfecting English. The programming  channel “Inglés para Todos” answers to this need as learning English affords more opportunities to Hispanics.  Rodriguez also sees opportunities to cross over to Boost Mobile and Sling with a similar offering.
“We are looking to carve out opportunities on the wireless side and trying to leverage and take advantage of some of the things consumers are telling us are very appealing like for instance Inglés para Todos”, Rodriguez concludes.

 

 

Restaurants Brands International, DoorDash, DishLatino, Apartments.com… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

 

  • Restaurants Brands International

Restaurant Brands InternationalRestaurant Brands International (RBI), announced that  PHD, within the Omnicom Media Group, will serve as its media agency of record for several of its portfolio brands (Burger King U.S., Popeyes U.S. & Canada and Tim Hortons U.S.). And, OKRP will serve as creative agency of record for Burger King U.S. Additionally, Popeyes will retain GUT as its creative agency of record.
PHD and OKRP will help in the next stage of growth to achieve world-class relevance with today’s guests and to serve as true extensions of the internal marketing teams.
The decision to engage PHD as a media partner across brands signals a change for RBI and its brands towards a portfolio view — a shift that optimizes media efficiency and effectiveness across RBI with consistent standards to leverage scale and maximize purchasing power. While each brand will maintain a unique vertical within the broader partnership, a portfolio relationship leverages the buying power of all brands. PHD brings a strong background of QSR experience, and they will be leveraged as a strategic business partner responsible for accelerating a data-driven, omni-channel planning approach for each brand. Check out our recent interview with  Jean Paul Ciaramella,  Media Lead, Popeyes NA, on how Popeyes tackles audience fragmentation and obtains 20% savings in media costs.

  • DoorDash 

DoorDashDoorDash debuted its first-ever Hispanic marketing campaign last Monday April 18 across national TV, digital, and social activations. The creative was inspired by the old superstition “Dicen que cuando se te cae algo es porque a alguien se le antojó” or in English, “They say that when your food falls, it’s because someone craved it.” “DoorDash’s mission is to empower local economies and the latest iteration of that mission is the Antojo campaign, which demonstrates our commitment to connecting with the Latino community and empowering the communities that we serve,” said Katie Daire, DoorDash’s Senior Director of Consumer Marketing. “We’re excited to unveil this campaign and think it will uniquely engage with the Latino community through highlighting the shared power of antojos in our everyday lives.”

  • DishLatino

Dish LatinoAlfredo Rodriguez, VP Latino Center of Excellence at the Dish Network tells Portada that going forward DishLatino will be using tentpole events such as the upcoming 2022 Soccer World Cup to promote its brand. In addition, Dish supplied the first results of if its recent “Latinos como tú”Latino Like You” campaign. The  campaign starred actor Eugenio Derbez and beloved icon El Chavo del Ocho, According to Dish Latino, the campaign so far received over 19.8 million views on social media. The editorial coverage in national broadcast provided US $1.5 million in earned media value. Additionally, the Latinocomotu.com site saw an increase of 4,700% of overnight traffic to the site as well as a 432% increase in unique site visits versus monthly average. Finally, according to advertising research firm Ameritest, the DishLatino ad was the highest rated over the period since the ad was launched: Compared to Ameritest Hispanic norms, “El Chavo” reaches the 95% percentile of all ads tested on attention and on its overall APS score. Read our feature on Inside Dish’s Latino Center of Excellence: Why It is Different.

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Apartments.com

Apartments.com released the first in a series of new TV spots as part the company’s 2022 marketing campaign. The new campaign – developed in partnership with Rubin Postaer and Associates– gets to the heart of what matters most to renters, as many prepare to make their first move in the wake of the COVID-19 pandemic. In an effort to ensure the creative resonates with renters and their shifting behaviors, Apartments.com surveyed over 25,000 prospective renters to better understand how the pandemic has impacted renter behaviors and influenced their priorities. “The past two years have changed how many people work, live, socialize, and even parent,” said Patrick Dodson, Vice President of Marketing, Apartments.com. “With our 2022 marketing campaign, we’ve evolved our brand to reflect the changing behavior of renters across the country.” Over the coming weeks, Apartments.com’s new campaign – which includes TV spots and digital and social videos – will become increasingly omnipresent nationally. Given the rising popularity of streaming services, the brand will amplify its advertising presence among top platforms, such as HBOMax, Paramount+, Hulu, Peacock, YouTube, iHeart Radio, Spotify, Pandora, and many others. With the new campaign, Apartments.com seeks to connect with renters like never before through custom content and unique creative developed specifically for renters’ favorite social and digital video platforms, including TikTok, Instagram, Snapchat, YouTube, and Facebook. The brand will also launch several new social series developed in partnership with top-tier influencers across all renting categories, including DIY projects, pet life, apartment tours, apartment living tips and tricks, and more.

  • UMass Boston

The University of Massachusetts Boston launched a new brand and marketing platform aimed at telling its story and updating the university’s visual identity to reflect its unique and increasingly important place in the Commonwealth as a source of academic and research excellence, upward mobility, and social enlightenment and leadership. UMass Boston’s enhanced visual identity will include a new brand mark that highlights the university’s connection to Boston and its mission and service as a beacon in urban higher education. The new visual identity will be highlighted in multiple marketing platforms, including billboards, broadcast, social and print media.

 

New visual identity reinforces Frontier’s relentless pursuit of ‘betterness’ for its customers

NORWALK, Conn.–(BUSINESS WIRE)–$FYBR #letsgofrontier–Frontier Communications Parent, Inc. (NASDAQ: FYBR):

TL;DR – The Byte-Size Download:

  • Happening: Today, Frontier (NASDAQ: FYBR) unveiled a new brand that reinforces its relentless pursuit of betterness.
  • Details: The new look includes a logo representing an inclusive, connected nation, a unique typeface, and a vibrant and powerful color palette.
  • Get Stoked: “I’m excited to unveil the new Frontier brand. It’s more modern, more relevant, more tech-oriented – and will soon become the unmistakable icon of Gigabit America,” said CEO Nick Jeffery. “Our brand is what each of us does to enable people to connect to the digital society. It’s every encounter our customers – and potential customers— have with us. This new look reflects the commitment we have made to continue to relentlessly pursue betterness in our business and for our customers.”

What’s happening?

Frontier unveiled its new visual identity, which reinforces its continued commitment to improving the customer experience as it transforms into a high-tech fiber business. The new brand includes a new logo, typeface, and powerful color palette.

What does it look like?

Frontier’s new logo is an iconic roundel, representing an inclusive connected nation. It incorporates staggered line work throughout its symbols and graphics to capture the speed and capabilities the company is bringing to customers as it Builds Gigabit America. The punchy primary color palette helps cement Frontier’s vibrant personality and commitment to making bold, ambitious decisions with the future in mind.

Hear from the team:

“Our new brand is a result of the inside-out transformation that has taken place at Frontier,” said John Harrobin, EVP of Consumer. “Over the past year, we improved our products and services with a dedicated focus on dramatically improving the customer experience – and emerged as a new company. This new look and feel are an external reflection of that transformation.”

Where can you find it?

The new brand is now live on www.frontier.com and will roll out across various Frontier assets over the coming months.

About Frontier:

Frontier is a leading communications provider offering gigabit speeds to empower and connect millions of consumers and businesses across 25 states. It is building critical digital infrastructure across the country with its fiber-optic network and cloud-based solutions, enabling connections today and future proofing for tomorrow. Rallied around a single purpose, Building Gigabit America™, the company is focused on supporting a digital society, closing the digital divide, and working toward a more sustainable environment. Frontier is preparing today for a better tomorrow. Visit www.frontier.com.

 

Estrella Jalisco, Astral Tequila, Versus… and other brands targeting the U.S. consumer right now. Check our prior Sales Leads columns.

  • Estrella Jalisco

To kick off the 2022 baseball season,  Anheuser-Busch´s Estrella Jalisco, the beer brand with over 100 years of Mexican brewing tradition and the official cerveza sponsor of the Los Angeles Dodgers for 2022 introduced a special-edition Dodgers Michelada — available in a ready-to-drink 25oz can. In honor of the new special-edition Estrella Jalisco Dodgers Michelada, the brand stepped up to the plate with legendary Dodgers baseball player and sports icon, Fernando Valenzuela. Known for his signature pitching style and unbeatable rookie year, Fernando is yet again rallying fans around the Los Angeles baseball team.Starting on  April 12, 2022, Estrella Jalisco is offering a chance to win the ultimate fan experience at Dodger Stadium. This once in a lifetime opportunity will feature a meet-and-greet with Fernando Valenzuela, the honorary first pitch at a game during the 2022 baseball season, and some signed memorabilia. To participate, fans can tag @estrellajalisco to share the craziest thing they have done to show their team pride with #contest. Submissions will be accepted through April 20, 2022.The news comes on the heels of Estrella Jalisco launching their latest advertising campaign, “Vive Tu Estrella,” which spotlights the courage of Mexican Americans who dare to live their lives authentically. Now, Estrella Jalisco is on the search for the most passionate Dodgers fans to show their pride.

  • Astral Tequila

Diageo North America´s Astral Tequila has arrived to brighten every moment. Astral, which means of the stars, is a new super-premium tequila crafted with 100% Blue Weber agave, nourished by the good energy that seeps from the sun and stars to infuse cocktails with bright bursts of citrus. Astral Tequila is launching with a unique public relations campaign centered around the sun & stars, targeted video advertising, digital and social. In celebration of the launch, Astral Tequila is introducing The House of Astral, a new-to-world celestial getaway that provides guests with an incredible experience filled with the vibrancy from the sun and stars, just like Astral Tequila. Starting today, US residents 21+ can enter for the chance to win a getaway to The House of Astral in late September, 2022 around the Fall Equinox with up to five of their closest friends (21+) by visiting www.HouseofAstral.com. Rules and restrictions apply. As the embodiment of Astral Tequila, The House of Astral sits under wide-open desert skies just outside of Joshua Tree National Park as a new-to-world celestial getaway like no other – a destination where you can fully immerse yourself in the good energy that only the sun and stars bring.To celebrate launching during Aries season, Astral is unveiling the first of twelve ASTRALogy cocktails, curated by acclaimed astrologist Aliza Kelly: the Pink Moon. Heralding the beginning of Spring, the Pink Moon, with its super-charged taste and dynamic hue, is a statement piece every Aries will love to grab by the horns. 

  • Dish

DishLATINO, the pay television provider serving the Hispanic community in the United States, announced the launch of its “Latino Like You” campaign. This campaign starring actor Eugenio Derbez and beloved icon El Chavo del Ocho recognizes and celebrates the upward trajectory of Latinos around the world. Using deepfake technology, El Chavo returns to the screen through DishLATINO’s “Icons” commercial that will premiere during the qualifying match between Mexico and the United States for the World Cup Qatar 2022. El Chavo “comes out” of the TV screen to talk with Eugenio Derbez, who, like all Latinos, has had great affection for El Chavo since he was a child. The “Icons” spot with El Chavo and Derbez was filmed at Gabriel García Márquez studios in Mexico City and was directed by Matias Moltrasio. The concept was developed with advertising agency MARCA. The 60-second commercial and a 30-second commercial will air on different TV channels in the United States. For this campaign, DishLATINO worked together with Grupo Chespirito to use El Chavo’s image in its advertising and promotions. The main objective of Grupo Chespirito is to preserve and bring the legacy of Roberto Gomez Bolaños to new generations, including his most famous characters such as El Chavo and El Chapulín Colorado.The launch of the “Latino Like You” campaign is supported by various initiatives such as the website www.Latinocomotu.com where fans of El Chavo and Derbez will be able to see the commercial, the “behind the scenes,” as well as other messages and the “Chavo Filter.” The filter brings El Chavo and Eugenio even closer to their fans using preprogrammed emoji expressions that can be used for unique selfies.

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Versus

Startup sports “edtech” platform, founded by MLB’s St. Louis Cardinals manager Oliver Marmol and named Versus, has appointed Independent ad agency network Dawn as its AOR, Mediapost reported. The platform marketing efforts will be supported by four Dawn agencies including Crossmedia (analytics, communications planning and media buying); PeopleFirst (peer-to-peer marketing, reviews and recommendations); Bleacher Report (social media), and Definition 6 (CRM). Praytell, collaborating with the Dawn team, will handle PR efforts. At launch, the subscription-based platform will feature a roster of baseball and softball players serving as instructors, with soccer and other sports set to release later this year. Users will be able to learn about both the physical and mental side of sports as they interact with talent like Fernando Tatis Jr., Albert Pujols, Jennie Finch, Jessica Mendoza and others.

  • Mobil

Mobil 1™, the Official Motor Oil of NASCAR, is celebrating the fans first throughout the 2022 NASCAR® racing season. This year, Mobil 1 will reward fans’ passion for the sport and love of driving by offering them exclusive opportunities to experience NASCAR-sanctioned races,. On behalf of Mobil 1, fans will experience racing from the driver’s seat with free NASCAR audio content and access to in-car scanners at select races throughout the season. Additionally, Mobil 1 is sponsoring the NASCAR Racing Garage, which gives fans the chance to race around the track and get a first look at the NASCAR Next Gen stock car and its features through Augmented Reality (AR). Throughout the 2022 racing season, Mobil 1 and the National Association for Stock Car Auto Racing, LLC (“NASCAR”) will also co-produce “Tech Talk” custom video content, which will provide an “inside look” into the world of NASCAR and feature both need-to-know racing details as well as 101-educational information. Content can be viewed on social media, including Facebook and YouTube, as well as NASCAR.com. “Through Mobil 1’s new approach to the season, our goal is to celebrate the culture of the sport and invite fans into the world of NASCAR in ways that only we can provide as a longstanding partner,” shares Bryce Huschka, North America Consumer Marketing Manager, ExxonMobil. “As part of our commitment to the fans, we will continue to reward their passion for the sport and make 2022 more memorable and remarkable for the NASCAR community.”
To further celebrate the love of driving and passion for racing, Mobil 1 launched a new social handle @Mobil1Racing on Instagram and Twitter. Through this channel, fans can connect and engage with exclusive content, including short-form videos highlighting on-track performance and scenes from behind-the-races. Be sure to follow along for the opportunity to win virtual meet and greets, signed items, limited-edition Mobil 1 swag, the opportunity to design a paint scheme, and much more.

 

 

Popeyes is centralizing its media buying in one DSP to minimize wasted impressions and maximize reach of households. Jean Paul Ciaramella,  Media Lead, Popeyes NA, Restaurant Brands International, explained the new initiative of Popeyes’ advertising at the last edition of Portada Live on March 31.

 

Popeyes, the chain of fried chicken fast food restaurants which in 2019 generated major social media buzz with the  Popeyes Chicken Sandwich, has been working on simplifying its media buys to tackle audience fragmentation challenges, particularly as it relates to CTV advertising.

“One of the key challenges we are facing from a media perspective is audience and media landscape fragmentation. Pre-COVID 19 we were seeing a clear acceleration of digital media adoption, particularly in CTV, and during COVID that trend was accelerated by a factor of 5 or even 10,” Ciaramella noted.

75% of Streaming Happens on 5 Platforms

Popeyes Advertising
Jean Paul Ciaramella, Media Lead, Popeyes NA, Restaurant Brands International, during Portada Live on March 31

According to Ciaramella, a large amount of CTV consumption happens across a multitude of apps, but 75% of streaming time is spent with 5 platforms: YouTube, Hulu, Disney, Amazon and Netflix, with the remaining providers representing the long tail. “We saw a risk of duplicating reach and set out minimize wasted impressions and maximize reach of unique households,” Ciaramella states.
Before there were many fragmented buys and no platforms talking to each other. Now by simplifying the way the campaigns are structured and funneling as much as possible of the media buy through one DSP Popeyes benefits from the three things below:

-Manage frequency across CTV partners

– Measure unique reach across CTV  and other platforms.

– Advertise Popeyes to a more qualified audience for both brand and performance campaigns.

 

Popeyes Advertising: Frequency Caps Increase Household Reach

By channeling the campaign through a single DSP it is now possible to set frequency caps across different households. Therefore, with a finite budget, the reach should be increasing and many more households per campaign should be reached at any given time.

Popeyes started with the new initiative in the fourth quarter of 2021 and, according to Ciaramella is starting to see some promising results. “We have obtained a cost saving of unique household reach of 20%,” he states. . In addition, Popeyes is starting to monitor the campaign overall to understand what the increase of unique reach is.

75% of streaming is spent with 5 platforms: YouTube, Hulu, Disney, Amazon and Netflix.

Social Media Buys

Social Media media buying is not included in Popeyes new DSP plan as these platforms (e.g. Facebook, Instagram, Twitter, TikTok), are bought through self-service interfaces. How will Popeyes now access audiences in these important social walled gardens? Ciaramella answers that Popeyes uses “social as a channel to drive incremental reach to traditional channels but also to connect with those who are outside of traditional channels.” “On these platforms we look at the audience first,”  he concludes.

 

We use social as a channel to drive incremental reach to traditional channels but also to connect with those who are outside of traditional channels. 

 

 

 

 

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