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Teads, The Global Media Platform, unveiled a suite of updates including the expansion of its robust performance offering along with new social products and measurement solutions. The announcements were made during the inaugural ‘Teads Partner Day’, a global virtual event that brought together more than 1,000 brand marketers, agency partners and trade journalists.

Among the main innovations the company announced is ‘Teads Conversions’, a new performance programmatic solution geared towards helping brands deliver on-site conversions such as leads, add to cart, registrations and sales. This solution allows clients to access Teads’ high quality traffic and premium publisher inventory while optimizing towards lower-funnel outcomes via the leading DSPs in the marketplace. The solution is also available in closed beta via Teads’ self-serve buying interface.

As advertisers move further down the funnel, one common concern is that they have to sacrifice quality and brand safety to get lower funnel conversions.

As advertisers move further down the funnel, one common concern is that they have to sacrifice quality and brand safety to get lower funnel conversions. As a ‘curated internet,’ Teads is a single access point to the world’s best publishers, offering quality scale, brand-safety and outcome transparency not available within the ‘walled gardens’ of social platforms, or across the low-quality inventory on the open web.

conversions performanceThe Teads performance offering is based on the following five ‘Quality Performance’ pillars:

  1. Real ROI Objectively Measured: Teads welcomes 3rd party measurement solutions.
  2. Quality Media Environments: Teads Performance Solutions leverages the quality editorial placements available on the Teads platform, comprised of many of the world’s top publishers.
  3. Ads That are Actually Seen: Teads delivers high viewability through ad formats that don’t load if they aren’t viewable
  4. Optimized Creative Made for Quality Inventory: Teads has developed a suite of creative templates highly optimized to deliver against a variety of performance KPIs.
  5. Powerful AI to Find Brand Customers: Teads performance solutions are powered by its AI engine, which learns which users are most likely to generate a qualified visit.

Teads Conversions is the latest addition to Teads’ Performance offering. Complementing the mid-funnel traffic acquisition and incremental visitor solutions available to brand advertisers who are looking to deliver maximum ROI on their digital ad spend.

At L’Oréal we want to be able to offer a perfect choice of brands for all types of consumer needs and desires and for all beauty dreams all around the world. To achieve this, we need to be present in the most relevant channels and at the right moments. For the last three years, since we started working with Teads, we have been able to deliver strong results in both our awareness and performance campaigns and inform our marketing decisions based on relevant insights and a diverse range of studies provided by their team. I really appreciate the value of having a partner to achieve our goals.” – Kim Dirckx, CMO/CDO at L’Oréal LATAM

We need to be present in the most relevant channels and at the right moments.

Teads is also launching ‘inRead Stories’ and ‘inRead Social B2B’ in their inRead Social suite. These solutions seamlessly extend the reach of social media ads into high quality publisher environments in the curated web. The Stories format is a highly visible vertical ad experience running between paragraphs in editorial content. inRead Social B2B, a solution targeting corporate and professional decision makers which make up 27% of Teads’ audience globally.

We’re also focused on allowing brands to seamlessly enrich their options outside of the walled gardens.

conversions performance
Bertrand Quesada, CEO & Co-Founder at Teads.

“Teads has doubled down on innovation in 2020 to support the accelerated performance and e-commerce efforts of brands and agencies. We’re also focused on allowing brands to seamlessly enrich their options outside of the walled gardens. Both of these strategies have been paying off for our clients with tangible results in both savings and performance.” – Bertrand Quesada, CEO & Co-Founder at Teads.

Additional announcements:

In addition to the updates to the performance and social suites, Teads announced further innovations to the platform during its Partner Day:

  • Enhanced contextual targeting solutions: Allowing smart, future proof, targeting strategies for brands as we move towards a cookieless world. Benefiting a privacy concerned user, without negatively impacting media plans targeting specific audiences. This is achieved by semantic analysis across a range of contextual segments, leveraging the in-article environments where Teads operates.
  • Brand Pulse: Teads’ proprietary campaign measurement tool is now available within Teads Ad Manager, Teads’ self-serve platform. Allowing brands to seamlessly measure campaign success and brand uplift themselves.

AARP, Cadillac, Giant Foods, Vallarta Supermarkets, Taco Bell, Acura and more brands targeting the U.S. consumer right now.

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  • AARP

AARPBBDO New York, part of Omnicom Group, has been named Brand Agency of Record for AARP.  Eager to drive greater familiarity, relevance and engagement among younger segments of the 50-plus audience, AARP is looking to reach prospective members with the benefits of its Health, Wealth and Self offerings, advocacy and information. As such, BBDO’s future marketing efforts for AARP will be developed around the brand’s role as a wise friend and fierce defender for people 50-plus, their families and their communities.New work is expected to launch in early 2021.AARP spent $147 million on measured media last year and $58 million during the first six months of 2020, according to Kantar Media. The finalist pitches were conducted virtually in 2020 as the agencies and AARP worked remotely. Grey NY served as the incumbent.

 

  • Cadillac

Cadillac Escalade 2021Cadillac has enlisted the services of Emmy and Oscar-winning actress Regina King for its latest Escalade TV spot. It revolves around the tagline “Never stop arriving” and highlights Cadillac’s commitment to innovation and excellence regardless of adversity. New technologies and updated vehicle design are part of its effort to regain leadership in the luxury SUV market.
Cadillacs Never Stop Arriving campaign this fall will be highlighting the 2021 Escalade’s new design and technology, which include a curved OLED screen, its AKG automotive audio system and the company’s Super Cruise driver assistance technology. Cadillac is creating podcast ad inserts called “The Roadblock” and broadcasting them across 1,000 podcasts over the next two weeks, Adweek reported. Cadillac also partnered with livestreaming platform Twitch and the web series “60 Second Docs.”
  • Dr. Vranjes Firenze

Italian fragrance company Dr. Vranjes Firenze is appointing Verdes as its creative agency of record following a formal review. Verdes is conducting market research to help Dr. Vranjes further refine its unique luxury product. Verdes’ portfolio includes work for PUMA, Spotify, 1stdibs, Addepar and Rockefeller Center.

Portada LiveJOIN US AT PORTADA LIVE, OCT. 14, 2020

To find out about Portada’s new virtual networking solutions at PortadaLive 2020 involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • Giant Food

    Giant Food announced a new integrated eCommerce shopping experience for customers available on the new Giantfood.com website and Giant Food mobile app. The integrated platform joins together the prior Peapod.com and Giantfood.com sites to create a single site on Giantfood.com.According to the greater Washington D.C. regional grocery chain, visitors to the new site can easily access a robust shopping experience with personalized shopping, rewards program benefits, weekly circular and coupons as well as pharmacy, nutrition and wellness content offerings.Customers who had previously opted for pickup or home delivery through Peapod by Giant at Peapod.com will now access the same great eCommerce service through the integrated Giant website or free mobile app. For prior Peapod users, there will be no interruption of service as all Peapod account information, orders and history will transition for users seamlessly to the new Giantfood.com site.At a time when demand for online grocery is at an all-time high, Giant Food is making it easier than ever for customers to safely and efficiently browse aisles, fill virtual grocery carts, plan ahead for an in-store trip and schedule a contactless Giant Pickup or Giant Delivers order.

  • Vallarta Supermarkets

    Vallarta SupermarketsHispanic grocery chain Vallarta Supermarkets is opening two new stores in the Madera and Indio locations in California. With an investment of more than US $ 11 million, Vallarta opened its 60,000-square-foot store in the city of Madera on September 23, employing about 250 people. Vallarta Supermarkets’ 51st store offers a wide variety of food products and services including: “La Cocina” (Authentic Taqueria and Mexican Cuisine) with recipes of authentic foods and fresh sushi prepared daily by an in-house sushi chef. Customers will also be offered a full-service floral department and an expanded selection of liquor/wine.  “We are opening these beautiful stores during Hispanic Heritage Month and being part of the Madera and Indio communities,” said Andrew Lewis, Vice President of Marketing for Vallarta Supermarkets, in a statement sent to Abasto Media. “We will be offering an amazing shopping experience and will work hard to become the preferred supermarket for our new neighbors.” Additionally, on Wednesday October 7, Vallarta Supermarkets will be opening its first store in the city of Indio in Riverside County. The 39,434-square-foot supermarket will employ 175 people in the community. Like the new Madera store, the town of Indio will have departments of meat, seafood, fresh agricultural products, tortilla shop, taqueria, Mexican cuisine, cream shop, deli, bakery, and liquor store.

     

  • ESPN+

    Espn +ESPN+ is launching a brand campaign that aims to show how the streaming channel is doubling down on delivering high-quality live sports and specialized content. The effort from Austin-based creative agency Preacher includes “It Exists Because You Do,” a 30-second anthem spot that breaks today. In addition, a series of 15-second and 6-second ads will run across all of ESPN’s TV and digital properties, and also will be supported by off-channel broadcast, along with digital. While the brand has engaged in marketing its sports and original series programming consistently over the past few years, this marks a broader brand-focused initiative, according to the company. ESPN+ is an over-the-top video streaming subscription service available in the United States, owned by Walt Disney Direct-to-Consumer and International, in partnership with ESPN Inc

  • Dos Equis

Dos Equis is encouraging college football fans to “Tailgate Anything,” giving them the chance to win weekly tailgating-themed prizes all season long. Through an integrated retail promotion and sweepstakes, fans can win weekly prizes including a six-foot cooler, at-home pop-up bar, mini grill, grilling set, tailgating table with chairs, and digital subscription all access codes. One grand-prize winner will receive a larger-than-life tailgate tow trailer, decked out with tailgating essentials such as a grill attachment, cooler, 50-inch LED HDTV, home theater speakers and more. The campaign, which runs through Jan. 11, 2021, is being supported by limited-edition college football-themed cans, merchandise, out-of-home advertising, TV, radio, digital advertising, social media, public relations extensions, and sampling events.

  • Taco Bell

Taco BellTaco Bell  launched its first-ever e-gifting service yesterday Sunday October 4, National Taco Day. The Irvine, Calif.-based Mexican fast-food chain plans to launch the Taco Gifter, a service that lets customers gift their friends menu items through the Taco Bell app or website. To mark the service and get customers to start using it, Taco Bell plans to give free tacos to the first 10,000 people who use Taco Gifter. The company is also adorning its crunchy tacos with a “seasonal gift wrap” for a limited time. Taco Bell said that its Taco Gifter service will be a permanent addition to its app and website, enabling customers to send friends tacos for special events or just whenever. “For years, Taco Bell has been a part of our fans’ milestone moments, from proposals to weddings to graduations and proms, and we’re excited to introduce a fun and convenient service to help celebrate any occasion in between,” Nikki Lawson, Taco Bell’s global chief brand officer, said in a statement. Deutsch LA is the mastermind behind Taco Gifter. To send a taco, customers download the app and find the platform in the menu or visit tacobell.com/gifter. Users select a gif, enter the recipient’s name and a personal message, checkout and send a unique URL to their friend via text, email, direct message or any other form of communications. The Taco Gifter follows the digital launch of Taco Bell’s loyalty program, Taco Bell Rewards.

  • Acura

AcuraThe new marketing campaign for the all-new 2021 Acura TLX sport sedan lets the car do the talking. Led by “Break the Silence” , a :60 short film cinematic-style television spot, Acura is building on its Less Talk. More Drive brand creative for the television debut of the 2021 TLX – the first Acura sedan fully designed around the brand’s Precision Crafted Performance DNA. Acura’s “Break the Silence” 2021 TLX campaign, developed by Acura together with Agency of Record MullenLowe LA, will be featured on national broadcast, including must-watch sports such as NBA and NFL matchups, network cable and video-on-demand, with :60, :30, and :15 versions. Acura also will run Spanish-language, Cantonese and Mandarin-language versions of the TV spot. Other key campaign elements include: Dynamic integrations on audio streaming platforms for both general market and Hispanic audiences (including iHeart Radio, Pandora, SoundCloud and Amazon). Social media activations, including the upcoming “INSIDE TRACK” campaign, an augmented reality driving experience that puts TLX on your tabletop. Challenge friends in real-time through five immersive worlds as misty mountain top roads and skyscraper-lined streets grow out of your coffee table. Media partnerships that include high-impact takeovers and editorial sponsorships on the Huffington Post-curated Hispanic Heritage Month and Latino Voices section, as well as takeovers on Verizon’s Tech Crunch and Yahoo.

 

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Target, We Transfer, Pernod Ricard, T-Mobile, White Castle  … and more brands targeting the U.S. consumer right now.

For prior Sales Leads editions, click here.

 

  • T-Mobile

T-MobileT-Mobile is conducting a review of its media assignment, the company has confirmed. The Bellevue, WA-based telecom company acquired Sprint in April for about  US$ 26 billion. T-Mobile spent $1.624 billion on measured media in the U.S. last year according to Kantar. The client has retained media and marketing consultant ID Comms to help manage the review process. Incumbents include Publicis Groupe and WPP agencies as well as Horizon Media. All are expected to participate in the review. Peter DeLuca, senior vice president of brand & marketing communications at T-Mobile issued a statement: “We continually review agency relationships to ensure our innovative and disruptive storytelling reaches consumers in the right, relevant ways.”With the acquisition of Sprint, he added, “we’re operating at a much bigger scale – and also taking on bigger and bolder goals. We look forward to ensuring we have the best partners to help us tell the story of this supercharged Un-carrier.”

  • White Castle

White CastleHamburger restaurant chain White Castle will harness artificial intelligence to improve the customer experience. That comes in the form of a drive-through system that recognizes license plates, as Nation’s Restaurant News reports. In early October, up to three White Castle locations will test technology introduced by Mastercard that can read license plates of customers who opt into the program via the White Castle app. Knowing who has arrived can help to customize menu offerings and alert restaurant staff that someone is there to pick up an order.

  • Verizon

Verizon and the National Hockey League landed exclusive, multi-year deal that designates Verizon as the League’s Official 5G Partner, Official Wireless Services Partner and Official Mobile Edge Computing Partner in the U.S. Verizon also becomes an Official Technology Partner for the League. Additionally, as a Season-Long Fantasy Partner of the NHL, Verizon owned Yahoo Sports will now have the opportunity to offer game highlights and other official NHL-produced content to its fantasy players. Yahoo Sports will also receive an Official Sports Betting Partner designation and associated promotional rights for use in connection with its strategic partnership with BetMGM.

  • Bud Light Seltzer

Bud Light Seltzer is tapping the LA Galaxy and Javier “Chicharito” Hernández for an agreement that makes the brand the exclusive hard seltzer of the LA Galaxy with Chicharito serving as an official ambassador of the beverage.

Portada LiveJOIN US AT PORTADA LIVE, OCT. 14, 2020

To find out about Portada’s new virtual networking solutions at PortadaLive 2020 involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • Target

    Target’s Hispanic Heritage Month (HHM) campaign includes in-store activations curating and showcasing products made for – and created by – Latinos to ensure guests feel a sense of belonging. These products – and their Latino founders – are being highlighted in much of Target’s creative campaign. Online activation is done via Target.com/MasQue, which will serve as the digital destination for all content.  Although this online hub will go live during HHM, its content will be available year-round to continue to engage and build meaningful connections with our Latino guests and team members.  Target’s Hispanic Heritage campaign activations also include a celebration of team members who are at the center of its HHM efforts, all of which were planned in conjunction with the company’s Hispanic Business Council. Target is also contributing back to the community through contributions to the Hispanic Scholarship Fund and the Hispanic Heritage Foundation’s 33rd Hispanic Heritage Awards. The company is also spotlighting the positive contributions and inspirational stories of Major League Soccer pro, Osvaldo “Ozzie” Alonso – a Cuban soccer star with the Minnesota United Football Club and Mexican artist and muralist Armando Silva who is currently working to create a soccer pitch mural through Target’s partnership with the U.S Soccer Foundation.

     

  • Paradise Herbs, CDPH, SiteOne Landscape Supply
    GALLEGOS United, a creative agency epanded its client portfolio with three new brands across nutrition, public health and consumer industries. The full-service agency, part of communications group UNITED COLLECTIVE, has been selected by Paradise Herbs®, the California Department of Public Health (CDPH) and SiteOne Landscape Supply® to lead their strategy, marketing and advertising efforts in both traditional and digital environments.
  • We Transfer

Computer file transfer service WeTransfer is launching its largest integrated global media campaign. The ads reinforce how the brand helps move big ideas forward thanks to its full suite of digital creative tools, says Julia Shapiro, senior director of marketing at WeTransfer.  The effort, themed “Doubt. Create. Repeat,” is from lead agency Preacher. Strategy and execution was handled by independent media agency Noble People. WeTransfer’s product portfolio includes collaborative presentation tool, Paste; popular sketching app, Paper, and inspiration gathering app Collect.  60-second and 30-second spot versions will run online and with streaming partners like Hulu, along with 15-second cuts specific to each part of the featured products. A second 30-second spot will run Hulu as part of a placement where viewers can choose their own ad experience — to watch the final spot, or a version on how it was brought to life using individual WeTransfer tools. Videos and high-impact takeovers will also run across creative communities, and sites like Genius, HighSnobiety, VICE and Soundcloud. 

  • Pernod Ricard

Pernod RicardPernod Ricard USA’s flagship premium vodka brand, Absolut, is launching a nonpartisan, integrated campaign that delivers the message “Vote First, Drink Second.” The effort, “Drink Responsibly. #VoteResponsibly,” includes a new TV spot, the brand’s first broadcast TV commercial in three years, breaking Sept. 29 before the first Presidential debate. The campaign, led by global advertising agency BBH, will also feature out-of-home, digital and social. Pernod Ricard USA is giving all employees paid time off on Nov. 3 to vote. In an effort to ensure all voices from America’s spirits industry are heard at the polls, Chairman and CEO of Pernod Ricard North America, Ann Mukherjee, is calling for industry leaders and peers to do the same for their employees.

 

 

 

Subaru, Bud Light, Jeep, Verizon-Tracfone, SugarLands Distillery  … and more brands targeting the U.S. consumer right now.

For prior Sales Leads editions, click here.

  • Bud Light

Bud Light is kicking off an initiative to bring together local communities while also helping promote Black-owned restaurants. The “Bud Light Thursday Night Shoutout” will appear as part of the brand’s “Thursday Night Football” advertising. The beer maker says the series is “unlike anything Bud Light has ever produced before” and includes spots that “tell deeply motivational stories of local Black-owned businesses, while amplifying the stories of each restaurant owner’s personal journey alongside their iconic menu offerings.” The series kicked off September 13 during the Cleveland Browns’ season opener and highlights Cleveland’s own Beckham’s B & M Bar B Que, a family-owned Southern restaurant. Bud Light is also partnering with food app directory EatOkra to encourage viewers to seek and support Black-owned restaurants in their own communities.

  • Jeep

Jeep Wrangler 4XEThe Jeep® brand and Ann Druyan, the widow and collaborator of Carl Sagan, have joined together to create the 90-second video “Pale Blue Dot,” which launches the new Jeep Wrangler 4xe and puts attention on efforts to combat climate change. With every completed view of “Pale Blue Dot” on Jeep brand’s YouTube page, the brand will make a contribution to Coalition for Rainforest Nations and the Carl Sagan Institute of Cornell University to combat climate change. In addition to the YouTube initiative, “Pale Blue Dot” will air on television on Tues., Sept. 22 during the U.S. broadcast premiere of “Cosmos: Possible Worlds” on Fox at 8 p.m. ET/PT.“Pale Blue Dot” was created in partnership with Doner Agency in Michigan. Earlier this month, the Jeep brand introduced its new Wrangler 4xe, marking the arrival of the most capable, technically advanced and eco-friendly Wrangler ever. Jeep Wrangler 4xe models will be available in Europe, China and the United States by early 2021. 
  • Amazon Music

Amazon Music has launched Amazon Music LAT!N: a new global brand under the tagline of La Música Que Nos Conecta (The Music That Connects Us). Amazon Music LAT!N launches with 100 new and revamped Latin music playlists, “merchandise from global superstars”, new video content including interviews and mini-documentaries, Amazon Original songs, podcasts, and more. The announcement kicks off multiple artist programs for musicians at different levels of their careers. It includes the launch of a new emerging artist program, ROMPE, created to support developing artists in the US, Latin America, and in Spain. Latin pop duo, Las Villa, and Colombian singer, songwriter and producer, Nobeat, are the initial two artists selected for the program. Also launching is RAICES, a new brand developed to support artist catalogs across all genres of Latin music. Launching with Marc Anthony as the first Artist of the Month, the RAICES brand showcases what Amazon Music calls “carefully-curated artist playlists” across various genres.RAICES will also feature new editorial and marketing initiatives like short video features and playlists. “In a moment where Latin Music is more global than ever before, the timing is perfect to showcase all of the different genres, diversity, and richness of the culture,” said Rocio Guerrero, Global Head of Latin Music. “With the launch of Amazon Music LAT!N, we are giving customers an outlet to connect – and reconnect – to their culture, roots, and to each other. “This is why we chose to use the tagline, La Música Que Nos Conecta. We’re shining a light on the many genres, and artists at all levels of their career, that make Latin Music so powerful.”

Portada LiveJOIN US AT PORTADA LIVE, OCT. 14, 2020

To find out about Portada’s new virtual networking solutions at PortadaLive 2020 involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • Subaru

    SubaruSubaru of America is debuting a spot in both English and Spanish to support the launch of the 2021 Subaru Crosstrek compact SUV. Creative shows a young woman and her grandmother taking an extended road trip together in the young woman’s Subaru Crosstrek. The two discover their similarities that defy age – including an affinity for a certain vehicle. Created by Subaru AOR Carmichael Lynch, “Girls’ Trip” is available in 60-second and 30-second English version and a 30-second Spanish version. “We look at each carline and the story we want to tell to consumers, then decide what creative we need to fulfill our Hispanic media buy,” says Brian Cavallucci, Subaru of America national advertising manager. “For those spots, we have started to cast dual-language talent and film in both languages, to make it as authentic as we can, and run them in both English and Spanish.” The 30-second spot will run in national TV across shows like “Marvel Agents of S.H.I.E.L.D.,” “The Hundred” and “Fargo.” It will also run across larger cable networks such as AMC, Discovery, FX, HGTV, NAT GEO and SYFY. The 30-spot will also run across digital video platforms including Peacock, Hulu, and Roku. The Spanish version will air on both Univision and Telemundo, targeting Spanish speakers. The commercial was shot in both languages. It’s not simply a Spanish overdub.

  • Verizon – Tracfone

Verizon Communications announced a deal to buy TracFone Wireless from América Móvil for about $6.3 billion. It is a move to expand Verizon’s presence in the prepaid and value segments of the U.S. wireless business as the industry transitions to next-generation 5G networks. TracFone has several brands—including StraightTalk Wireless, and SIMPLE Mobile—but doesn’t own a network, instead operating under wholesale agreements with the big three wireless companies. Verizon lags behind competitors AT&T and T-Mobile US in prepaid subscribers, and 13 million of TracFone’s 21 million customers already connect to the Verizon network.

  • Nike

Nike spent $3.59bn on advertising in 2020 and closed 5.1% of its retail shops amid the pandemic. Data presented by SafeBettingSites.com indicates that in 2020, Nike has spent $3.59 billion on advertising. The figure represents a slight drop from last year’s $3.75 billion. Nike’s spending on advertisements has remained fairly constant over the years. In the last five years, the company has spent a total of $17.54 billion on advertising. The SafeBettingSites research also overviewed Nike’s revenue and 2020 recorded $37.4 billion. This is a drop of 4.35% from last year’s $39.1 billion.Notably, Nike’s last year’s revenue was the highest in five years. In 2018, the revenue stood at $36.9 billion, representing a growth of 7.26% from 2017’s $34.4 billion.Nike’s 2020 revenue drop was majorly due to the coronavirus pandemic. According to the research report. In 2019, Nike retail stores in the United States stood at 384, dropping to 338 in 2020. For non-US based stores the number stood at 768 last year while in 2020, the figure was 758. From the data, in 2020 Nike has closed 46 shops in the U.S, and only 10 overseas representing about 5.1% of all 1096 retail stores. The closure was mainly due to the implications of the coronavirus pandemic.

    • Maserati

      Maserati presented the MC20 Super Sportscar to mark a new era. Andy Love, Director Brand and Sales, Maserati North America partners with D S Simon Media on a nationwide media tour to discuss how technology is changing the way car makers are reaching consumers and a behind the scenes virtual introduction on the new Maserati MC20 Super Sportscar. Auto shows used to be where car lovers could get their fix on new car models, prototypes for the future and the latest from their favorite brands. As the Auto Shows were cancelled in cities across the country, car makers and marketers had to come up with new ideas. Among them, virtual launches and taking prototypes on the road. Not only are car makers taking their newest models on the road, they are harnessing the power of technology using virtual reality, digital press conferences, and more to introduce the newest car models to the public and media. The MC20 super sportscar, the first Maserati to adopt the new Nettuno engine, was recently introduced via a combination of virtual press conference and physical media presentation.

  • Turbo Tax

    In honor of Hispanic Heritage month, the TurboTax®  online tax preparation service from Intuit Inc.  announced two initiatives designed to financially empower Latino self-employed and small businesses during COVID-19, a partnership with Hispanic Chamber of E-commerce (HISCEC) and the launch of #Unidos4LatinoBiz, a give back social campaign. “The challenges brought on this year as a result of COVID-19 have not left any community untouched. We understand the Hispanic small owned business and self-employed community have been disproportionately impacted by this pandemic and Intuit is here to help” said Alejandra Molinari, Lead of TurboTax Latino and Self-Employed Communications.

  • SugarLands Distilling Company

Sugarlands DistillingSugarlands Distilling Company and the Atlanta Braves announced a multiyear partnership that makes Sugarlands Distilling Co. a “Proud Partner of the Atlanta Braves.” This news comes on the heels of a partnership announcement with former Braves third basemen and one of baseball’s all-time great players, Chipper Jones. While this is Sugarlands’ first sponsorship of a professional sports team, the brand is no stranger to competition. Since opening its doors in 2014, the downtown Gatlinburg distillery has established itself as one of the premier distilleries in the south, winning over 100 awards for their superior spirits.”Our goal from day one has been to partner with those who share our same commitment to tradition, authenticity, and craftsmanship,” said Ned Vickers, Sugarlands Distilling Co. President. “Much like the craft of distilling, the sport of baseball is rooted in history and tradition. Through this new partnership with the Atlanta Braves, we look forward to creating elevated experiences and unique initiatives that celebrate the game of baseball and our line of award-winning spirits.” As part of this partnership, Truist Park will be the new home for Sugarlands Distilling Company at Chipper’s Corner, a lounge for fans to enjoy a cocktail and refreshments behind third base, where Chipper made history for the Braves.

U.S. Travel Association, Nutrabolt, Schuman Cheese, Asos, Sambrazon, Opry Entertainment and  … and more Sales Leads.

For prior Sales Leads editions, click here.

  • U.S. Travel Association

U.S. Travel AssociationThe U.S. Travel Association has launched a new campaign dubbed “Let’s Go There,” which was designed to get Americans excited about planning their next vacation. As part of an industry-wide collaboration of more than 75 businesses and organizations, the U.S. Travel Association is demonstrating the personal benefits of travel planning and welcoming back customers who want to hit the road now or in the future. Research during the development of the Let’s Go There campaign found that 97 percent of respondents say having a trip planned makes them happier, while 82 percent reported it makes them “moderately” or “significantly” happier. The coalition includes American Airlines, American Express, the American Resort Development Association, Chase, Delta Air Lines, Disney Parks, Expedia, Hilton, Hyatt Hotels, the Las Vegas Convention and Visitors Authority, Loews Hotels & Co, Marriott International, the South Dakota Department of Tourism, United Airlines, Visa, Visit California, Visit Spokane and World Cinema, Inc.

“The Let’s Go There campaign aims to tell travelers: When it’s time for you, we’ll be ready,” U.S. Travel Association President Roger Dow said. “There is pleasure in planning travel, and when the moment is right, the industry is committed to being well-prepared for the safe return of travelers.” The effort from Dentsu Mcgarrybowen and Publicis Groupe will extend into 2021. Media includes CMT, Cooking Channel, ESPN, Freeform and National Geographic Channel. Two spots will air on ESPN’s “Monday Night Football” Sept. 14. and be featured on top television stations such as CMT, Cooking Channel, ESPN, Freeform and Nation.

 

  • Nutrabolt

NutraboltPortada Council System member Rajaa Grar has been named Chief Digital Officer at Nutrabolt. Nutrabolt is the largest independently owned sports nutrition platform in the world, with retail sales exceeding $500 million. Since launching in 2002, Nutrabolt’s vision has been to innovate, inspire, and make products that maximize human potential. Grar is responsible for driving e-commerce and digital revenue growth in the U.S. and globally across Amazon, E-tail, and DTC businesses. She is also tasked with developing and leading a company wide digital transformation by providing best-in-class digital and omnichannel customer experiences connected to Nutrabolt’s consumer brands (C4, Cellucor, and Xtend). Prior to her position at Nutrabolt, Grar was Vice President of Marketing,  Head of Brand, Growth & Performance Marketing at Snap Kitchen.

 

  • Asos

Fashion brand Asos has launched a campaign on TikTok in the UK and the US to expose users of the social media platform to content featuring its products. The campaign, made in collaboration with tech marketing agency Byte, involves the creation of a TikTok challenge with the hashtag #AySauce, which asks users to post a 15-second video showcasing three outfits of their choice. John Mooney, brand creative director at Asos, said: “We’re always evolving our content, social media strategy and channel focus to ensure we’re staying relevant to our fashion-loving, 20-something customers. “TikTok is a growing part of that mix, and we’re excited to see how our social content team can engage our customers in new ways through the #AySauce hashtag challenge over the coming weeks.” The brands also aims to reach around 219 million people on the app through partnerships with TikTok influencers across the US and UK.”

Portada LiveJOIN US AT PORTADA LIVE, OCT. 14, 2020

To find out about Portada’s new virtual networking solutions at PortadaLive 2020 involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • Sambrazon/Opry Entertainment

    Media buying and planning agency USIM, which last week picked up media services for organic Acai brand marketer Sambazon, has also been named the media agency for Opry Entertainment Group. Opry Entertainment  portfolio of brands includes Country Western brands like the Grand Ole Opry, Ryman Auditorium, WSM Radio and Ole Red. The account is estimated to be bill more than US $3 million annually, and includes media planning and buying. The account was previously handled in-house

  • Coldwell Banker

Real estate brokerage Coldwell Banker, part of the Realogy portfolio of brands, is in the midst of the implementation of an inclusive ownership program. “We’re focusing on growing awareness among industry reporters and influencers talking about the program and connecting with various organizations / associations”, Jason Riveiro, Director, Global Development & Growth Markets at Realogy, tells Portada (check out the complete interview!)

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  • Schuman Cheese

Schuman CheeseIn its latest major brand effort for Cello®, Schuman Cheese is serving up the message: delicious cheese isn’t hard to find, if you know what to look for. In partnership with Partners + Napier, Schuman Cheese is rolling out its latest campaign, Cheese Confidently. Mike Currie, Director of Marketing at Schuman Cheese notes that “There are a lot of people who love specialty cheese but don’t consider themselves experts and crave guidance from brands so they can better navigate the category. We want people to know that they don’t have to be a cheese connoisseur in order to enjoy premium cheese confidently. All they have to do is look for our distinctive black label.” According to the press release, Cheese Confidently includes programmatic online video, social media, digital couponing and DFSIs, SEM, point-of-sale, and a partnership with Instacart.

  • AFM

Avocados from MexicoAvocados From Mexico (AFM) is kicking off the fall season with two new promotional campaigns designed to elevate engagement and increase basket ring within grocery stores. This fall’s Hispanic Heritage programming features a new partnership with Takis® Snacks, a salty snacks brand, as well as a first-time contest from October through December in which consumers can win a new house worth $500,000, along with other prizes. Both promotions bring the flavor of fall snacking fun to grocery stores and consumers with eye-catching displays, consumer savings, a strong loyalty program, and digital and social engagements. This iteration of AFM’s “Flavor with Heritage” campaign runs from Sept. 13 through Oct. 18.  Given the popularity of Takis® Snacks across multiple segments, the promotion will be implemented in grocery stores to also attract a “crossover shopper appeal.” Digital and social support will boost the program. “We’re proud to celebrate the many flavors of Hispanic Heritage in partnership with Takis® Snacks which, like AFM, has strong appeal to the Hispanic market and beyond,” said Stephanie Bazan, Vice President of Trade and Market Development for Avocados From Mexico. “Our digital and social media activations, in-store merchandising, coupons, and sweepstakes to win a free year’s supply of Avocados From Mexico are a fantastic way to spice up sales during Hispanic Heritage Month and celebrate National Guacamole Day on September 16.”and in-store displays for retail.

 

 

Video engagement is a major factor for successful advertising. A Vevo-Magna-IPG study finds co-viewing culturally relevant content on over-the-top (OTT) devices is key to ad receptivity.

Music video platform Vevo has partnered with MAGNA and IPG Media Lab, to reveal significant findings around the nuances of multicultural audiences’ video viewing behavior.

“The Anatomy of a Video Experience: A Multicultural Study” explores how audiences consume content across multiple devices and their motivations around viewing habits. Understanding these subtleties is key for brands looking for great video engagement and reach receptive audiences and better inform their planning efforts.

Viewer BehaviorThe study found that all of the U.S. audiences observed (Black/African American, Asian, Hispanic/Latino and White), shared a love of co-viewing (watching video with someone other than yourself) on Over-The-Top (OTT) devices compared to desktop, mobile, laptop and linear TV.

Longer viewing periods result from content that people find culturally relevant, specifically sports and music. On average, 37% of highly culturally relevant content viewing sessions last for one hour or more. When it comes to ad receptivity in particular, viewing music content on OTT devices is key, with over 60% of each group responding that they would be receptive to ads.

On average, 37% of highly culturally relevant content viewing sessions last for one hour or more.

Portada LiveJOIN US AT PORTADA LIVE, OCT. 14, 2020

To find out about Portada’s new virtual networking solutions at PortadaLive 2020 involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

“Partnering with MAGNA and IPG Media Lab once again for this study is really valuable for our business” says Bryon Schafer, SVP of Research, Vevo, “With recent findings showing that 79% of Vevo’s CTV content is being co-viewed, it’s important for us to understand the nuances of audience behaviors in order to pass on these insights with our clients and partners. No screen is seeing a greater surge in Vevo viewership than the television, which has seen an increase of over 20% since March of this year with 61M viewers exclusively engaging on connected TV screens. Modeling user behavior against our content and go-to-market strategies keep us in tune with our global audiences. We’ve really enjoyed finding out exactly what makes viewers tune in – and stay tuned in to the content they watch.”

Video Engagement: Audience demographics

While co-viewing on OTT devices spans across all surveyed viewer behavior groups, each demographic has vast differences around why, when and how they watch content on various devices. Some of these findings include:

  • Asian audiences:
    • Older audiences are more likely to seek out informative videos for task-based viewing sessions across all devices.
    • Younger Asian audiences are more likely to watch binge-friendly genres, like music, resulting in longer viewing periods of over an hour across all devices.
  • Black/African American audiences:
    • As a whole, Black/African American audiences watch binge-worthy content for longer periods of time. However, unlike younger Asian audiences, younger Black/African American viewers tend to watch content in shorter spurts of less than 30 minutes, likely driven by higher levels of mobile usage.
    • Black/African American viewers are the most likely audience to seek out music and sports content.
    • OTT is the leading device to resonate with Black/African American viewers at their most engaged with 63% of audiences being receptive to ads on this device.
  • Hispanic/Latino audiences:
    • English-dominant and bilingual Hispanic/Latino viewers tend to have longer watch time. While Spanish-dominant audiences watch for mid-length sessions of 30-59 minutes.
    • 33% of total Hispanic/Latino viewing sessions last longer than one hour.
    • 60% of Hispanic/Latino viewers watching music on OTT are receptive to ads.

Viewer Behavior“Culture is a pervasive and essential part of every consumption and is being driven by people of color,” says Oscar Allain, VP of Cross-Cultural Strategy & Research at UM. “These consumers are critical to the growth of businesses across all sectors. Not only are they influential in driving their own cultures, but they are also shaping mainstream culture.”

These consumers are critical to the growth of businesses across all sectors.

“Our Cultural Dimensions study reinforced the idea that social media platforms have helped propagate and influence the conversation on culture.  So the merging of our datasets with IPG Media Lab’s and MAGNA’s helps to bring new multicultural insights into how we think about creating smarter strategies for data analysis, planning, creative and more,” says Deidre Smalls-Landau, U.S. Chief Marketing Officer and Global Head of Culture for UM.

Visit Pittsburgh, Keebler, Kraft Heinz, BBVA USA,  … and more Sales Leads.

For prior Sales Leads editions, click here.

  • BBVA USA

BBVA USABBVA USA has launched a new ad campaign based on video advertising designed to highlight the bank’s efforts in helping people and businesses take the first steps in their recovery from the pandemic and reach financial milestones in the future. The ad campaign is designed to highlight  the bank’s efforts in helping people and businesses take the first steps in their recovery from the pandemic. Advertisements were launched on TV, radio, digital, and social media platforms on August 10 in multiple media markets. The Campaign includes two advertisements, both 15 seconds in length, with one targeting a small business audience, and one for a consumer-focused audience. “We want our customers and potential customers to see BBVA USA for what we are – a compassionate bank that creates opportunities for everyone in any situation,” said BBVA USA Chief Marketing Officer Enrique Cornish Stanton. “Our commitment to helping our communities has been demonstrated throughout the pandemic, and that won’t slow down as we move forward as a society. Our 5-year strategic plan places a strong emphasis on financial health, and our actions demonstrated that dedication throughout 2020. This ad campaign further amplifies that message.” In June, the bank also announced two digital updates in  development pre-pandemic, launching its new mobile banking app, Mobile 9.0 and expanded transaction detail screen in mobile and online banking. Both aim to leverage the bank’s technology expertise to provide a better experience and more control for customers

  • Kraft Heinz

Kraft Heinz will continue with Starcom Worldwide for its U.S. media business after launching a global media agency review in March. This represents the biggest media pitch of the year, with U.S. billings alone totaling $578 million annually, according to comVergence. That’s about 85% of the client’s total  ad expenditures. This highly competitive pitch kicked off during the height of COVID-19 with holding companies Dentsu Aegis Network, Omnicom, and WPP all participating in the review.  The company will up its advertising visibility during the second half of the year, stated CEO MIguel Patricio. “The company plans to increase working media, what consumers actually see, by 30% in 2020 with even greater increases behind the brands that are the biggest drivers of our profitability,” he added.

Portada LiveJOIN US AT PORTADA LIVE, OCT. 14, 2020

To find out about Portada’s new virtual networking solutions at PortadaLive 2020 involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • Constellation Brands

    Corona BeerConstellation Brands’ Corona beer label has tapped rap icon Snoop Dogg for its “La Vida Más Fina” campaign, the first marketing effort that looks to unify the entire portfolio of Corona beverages, the company revealed in a press release. “La Vida Más Fina” is a fully integrated campaign launching on Corona’s social channels with a dedicated GIPHY library, digital support, PR, and :15 and :30 television commercial spots that will air during the NBA playoffs and finals. In an effort to share a diverse set of perspectives, the campaign will soon introduce other celebrities with their own takes on La Vida Más Fina. Creative agency MullenLowe LA, which signed on with Constellation Brands in March 2019, helped develop the effort. The campaign began to take shape earlier this year but was paused as unexpected cultural considerations came into play. As written on every bottle, Corona is crafted to be La Cerveza Más Fina, “the Finest Beer,” and the new campaign takes this philosophy a step further. Translated as “the Fine Life,” La Vida Más Fina encourages people to explore the fundamental truth that more fulfillment and joy can be found in just about anything, simply by changing one’s outlook. La Vida Más Fina is a modern expression of Corona’s lifestyle and respected place in culture,” said Ann Legan, vice president of brand marketing, Corona. “Through the new campaign, we’re acknowledging that the aspects of our lives that have always been important always will be: doing what makes you feel good with the people you care about and enjoying the moment in front of you. And who better to introduce this concept than Snoop?” Sales of Corona remain strong, with recent data revealing that sales have increased by more than 17% since March 2020.

  • Old Navy

Old Navy is showcasing a Lizzo tune in its back-to-school campaign and channeling the singer’s high-energy optimism. The creative, developed with The Martin Agency, transforms Lizzo’s popular song “Boys,” adding fashion-oriented lyrics, including “looks for history, and the class plays, cause gender norms are so passé.”  While the retailer uses her song, Lizzo herself is not featured in the ads. Instead, a Lizzo sound-alike female voiceover, Fritswa Baffour, provides the voice for the new lyrics. This year the company is highlighting a wider range of clothing and fashion in its back-to-school effort as students may be dressing differently if they’re schooling at home. The campaign is extended into October to give shoppers extra time to grab new merchandise.The media buy includes digital spots running on broadcast and video networks.

  • Visit Pittsburgh

VisitPittsburgh is inviting people to visit Pittsburgh again. A new marketing campaign, “Rediscover Pittsburgh,” aims to drive visitation and encourage local and regional audiences to plan a weekday or weekend getaway  in Pittsburgh. Via social media, VisitPittsburgh has been highlighting the area’s three rivers, outdoor dining possibilities, museum visits and overnight lodging for those who need to take some time to relax during such a tumultuous year of the coronavirus pandemic. Tom Loftus, chief marketing officer, said he hopes this campaign will help the city heal from the financial losses it has experienced because of covid-19 and the lack of tourists.

  • Keebler

KeeblerCookie and former cracker manufacturer Keebler is launching a new campaign with the slogan “Made with Magic, Loved by Families,” Keebler’s new ads feature the brand’s longstanding animated mascot — cookie-making Ernie the Elf — as well as live-action shots of modern, multicultural families in their homes enjoying the brand’s signature sweets with updated packaging and more “real” ingredients. Keebler has increased its capital investments 35% in marketing and 41% in shopper programs while tripling its e-commerce marketing investment, the brand told Marketing Dive. The new campaign includes TV spots on ABC, CWTV, Fox, NBC, CBS, ESPN, MTV, A&E and streaming services like Hulu. It also features digital ads, digital couponing and in-store displays for retail. The brand will also test Ernie’s voice in an audio environment through Pandora. The initiative also includes a big social push using digital tactics like Instagram Lenses, Giphy Arcade and a beta test of shoppable Hulu video ads through a partnership with Walmart.

 

University of Phoenix, CAA, Whole Foods, Census Bureau, Estee Lauder…and more Sales Leads.

For prior Sales Leads editions, click here.

  • University of Phoenix

University of Phoenix has awarded its national broadcast advertising account to independent media agency Mediassociates. Mediassociates will guide the national and local offline buying for University of Phoenix including DRTV, OTT, and streaming audio channels. The agency is being tasked with reaching an expanding audience interested in online learning options. “The world of television and video is changing more than ever,” said Steve Gross, chief marketing officer, University of Phoenix. “Mediassociates has a deep understanding of these trends, and that combined with their years of experience in higher education, make them an ideal partner for the University of Phoenix. Mediassociates has added several other significant high profile new accounts to its roster including Mount Sinai Health System, Verisign, and Yale New Haven Health System, among others.

  • Whole Foods

Whole FoodsWhole Foods Market has refreshed the branding for its 365 private label products and has rolled out a campaign that combines marketing with education to showcase the rebrand. Called “Home Ec 365,” the initiative uses the 365 products as the foundation for free virtual classes that will address topics such as how to better clean kitchen appliances or how to use scraps and leftovers to whip up new meals.

Portada LiveJOIN US AT PORTADA LIVE, OCT. 14, 2020

To find out about Portada’s new virtual networking solutions at PortadaLive 2020 involving a myriad of brand decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • Estee Lauder

Estee Lauder launched a worldwide, mobile-focused ANRcade site that features four video games themed around the benefits of the brand’s Advanced Night Repair Synchronized Multi-Recovery Complex product, such as “Serum Quest” and “Repair Racer.” The games are being promoted via social and digital.

 

  • Census Bureau

The U.S. Census Bureau has hired Integrated digital agency Sensis — along with Deloitte Consulting LLP — to provide social media and digital marketing services to the agency.

  • Inspire Brands

Inspire BrandsInspire Brands is placing its national media business up for review, under Jones Lundin Beals + Partners (JLB+P). Last year, the restaurant company spent US $424 million advertising its brands, including Arby’s, Sonic, Buffalo Wild Wings and Jimmy John’s, according to Kantar Media. Incumbent agencies have been invited to participate in the process, though it is unclear whether the representing agencies will defend. Inspire currently works with Zenith on Arby’s and Sonic, Mindshare for Buffalo Wild Wings, and Haworth on Jimmy John’s. “As a multibrand company, we see an opportunity to better align our media approach with a focus on custom targeting, digital business, and CRM efforts alongside optimizing media delivery and impact,” said Brian Pruitt, vice president, media strategy and planning of Inspire Brands.

 

  • One Club

The One Club is rebranding the “Here Are All The Black People” multicultural conference back to its original name, “Where Are All The Black People” for this year’s event taking place Sept. 22-24. In support of the name change, the event has new branding developed pro bono by Anthony O’Neill and Benny Gold, a pair of creatives at Goodby Silverstein & Partners. “In the 90s, Ed Crayton asked, ‘Where are all the Black people?’ said Jimmy Smith, chairman/CEO/CCO at Amusement Park Entertainment and One Club Board member. “In the mid-2000s, Mike Hughes, former president of The Martin Agency, said ‘Jimmy, I’d hire them (Black people); I just don’t know where to find them.’ As the saying goes, ‘If it ain’t broke, don’t fix it.’ Clearly, when it comes to race, the advertising industry is broken.”

  • Dunkin’ Donuts’s New Cereal Line

Dunkin' Donuts
Dunkin’ Donuts Hot Logo. (PRNewsFoto/Dunkin’ Donuts)

Dunkin’ Donuts is releasing two new breakfast cereals based on two of its most popular coffee drinks: Caramel Macchiato and Mocha Latte. Dunkin’ is teaming up with Post Consumer Brands , the makers of Honey Bunches of Oats, Shredded Wheat, Raisin Bran and other familiar cereals. The new cereals are expected to hit grocery shelves later this month. The companies say Dunkin’ coffee concentrate is added to the cereal, which consists of little crunchy spheres mixed with flavored marshmallow bits. A serving has about as much caffeine as a tenth of an 8-ounce cup of coffee. Nearly 65% of American adults drink coffee every day and nearly 90% of U.S. households consume cereal, according to Dunkin’.

  • CAA

MediaMonks is announcing a first-of-its-kind deal with Creative Artists Agency to serve as the company’s agent to help navigate Hollywood deals and content partnerships. MediaMonks’ Eric Shamlin told MediaPost this partnership seeks to position the company ahead of the accelerating trends towards interactive digital content in entertainment and sports.
While CAA has long created content deals for premium streaming services like Netflix and HBO, this partnership will help CAA be a “first mover” to develop content for new platforms such as Snap, Twitch, and TikTok. “Ones that offer all-new possibilities for viewers,” adds Shamlin, SVP Growth, MediaMonks. “Think interactive content, new ways of storytelling and short originals.”

By Sebastian Yoffe, Managing Director – Latin America, Lotame

COVID-19 changed it all. As marketers, and as people, we know that the way consumers live has been altered at a fundamental level by the virus and the resulting economic upheaval and social distancing practices.

Before COVID-19

In the pre-COVID-19 environment, it was easy for marketers to rely on a familiar set of personas.

Of course, creating those personas took work. Using first-party data as a foundation, marketers learned the basic habits and preferences of their audience, but they still needed third-party data to fill in the gaps in their knowledge. That meant breaking down data silos, scrubbing all the data, and deriving insights to build a working model. And once that work was done, you still had to test the results to see if they worked, or fail and start all over again. Still, the process had its rewards.

People aren’t eating, shopping or exercising the way they did just a few months ago.

Before the global pandemic changed our lives in profound ways, we could make some safe assumptions about how people lived based on available first-party data. We could guess, within reason, how the preferences of a 30-something male with a suburban ZIP code might differ from those of a woman in her twenties living in the heart of a major city.  But COVID-19 changed all that. As marketers, and as people, we know that the way consumers live has been altered at a fundamental level by the virus and the resulting economic upheaval and social distancing practices. People aren’t eating, shopping or exercising the way they did just a few months ago. They’re still doing all of those things, but daily habits have changed in ways that simply aren’t going to be captured by first-party data alone.

COVID-19 marketerSince COVID-19

Consider this simple example:

Imagine a male consumer in his mid-twenties visiting an automotive site in late 2019. He lives in a major city and his visit involves looking at a few two-door models and browsing the features. It’s behavior that would suggest he’s single, maybe in the market for a new car. When that same user logs on in June of 2020, his online behavior hasn’t changed that much. He might visit more frequently and spend more time customizing a car. He might even still be browsing two-door models but has expanded his search to SUVs and jeeps with more storage capacity. Yet his life has changed dramatically.

[…] using only first-party data there’s no way to tell that he’s probably a better target for ads […]

There’s not enough detail in the auto site’s view of this consumer to tell you that he’s now working from home, or that instead of looking to buy his first car for weekend trips, he’s now more interested in moving to the suburbs and replacing airline travel with road trips. He won’t be going overseas for a long time, but using only first-party data there’s no way to tell that he’s probably a better target for ads about a crossover model’s great gas mileage or its ability to tackle tough terrain for his trips to the mountains. Instead of the speed of a sportscar he might need in-car WiFi, roadside assistance, and the best sound system on the market.

All these changes are invisible to the OEM and its dealerships. From their perspective, he’s still a man, still the same age and living in the same location, and he’s interested in their cars.

Advertisers looking to connect with in-market car shoppers are missing out on closing this potential customer by speaking to his needs right now, rather than months ago. With the intel they have from first-party data alone, their ads are likely to fall flat, creating the kind of wasted spend that no one needs during a global recession.

Understanding a New Consumer

To understand what consumers’ lives really look like now, marketers will need to rely on third-party data. Without it, there’s no way for any digital marketer using a connected channel, to make the connection between distinct behaviors.

Data CollectThird-party data segments can reveal valuable insight for marketers. Consider the data available from third-party sources around discretionary spending. Before the pandemic, you could expect that a consumer who shopped regularly at a high-end retailer was probably in the market for work attire. Today, in a world where pajamas qualify as work clothes, someone visiting that high-end retailer might be better served with ads for outdoor wear, sleepwear, or casual clothes better suited to social distancing in the park than making a statement at the office.

These changes aren’t easily captured unless you have the data to build a complete picture of the customer.

Likewise, someone searching for a minivan might be planning a road trip for a COVID-safe summer vacation rather than to take the kids to futbol practice. These changes aren’t easily captured unless you have the data to build a complete picture of the customer. Reaching these audiences in ways that are relevant and respectful of how their lives have changed can have a big impact. But in all these cases, third-party data is the key to unlocking the right insights.

Surviving in a Changing World

COVID-19 marketers
Sebastian Yoffe, Managing Director – Latin America, Lotame

We’re in a critical moment. Many businesses are fighting not just for relevance but for survival. In this fiercely competitive new world, having a clear view of who your customers are and how they’ve changed in the last few months can mean the difference between surviving and thriving. To succeed in the rapidly changing environment, marketers need to make connections between data points and signals that first-party data alone can’t provide. For advertisers and publishers alike, third-party data closes the loop.

To succeed in the rapidly changing environment, marketers need to make connections between data points and signals that first-party data alone can’t provide.

Personally, I never could have anticipated the ways that my personal and professional life has changed in the last few months. While there’s definitely been disruption, it’s also been an opportunity to learn. Right now we’re focused on making changes that will help us cope with the new environment, but for us to connect with customers now and in the future, the digital ecosystem needs to improve. For advertisers, publishers, and consumers alike that represents a huge opportunity.

Are you using data to get a clear view of your customers? I would love to learn about your data strategy; please send me a note directly: syoffe@lotame.com

Brand Consistency is how the personality of a brand resonates the core strategy, values, and foundation of the organization in its marketing touchpoint efforts. So, developing a Brand Consistency ensures that your customers perceive an accurate image of your organization. 

It is vital for your business to have the essence of brand consistency because it induces many positive attributes to your brand which includes Trust, Customer Loyalty, and Distinctiveness. It is best to leave no stones unturned in your efforts to reach out to the customers – be it on your content writing, push notifications, or email marketing.

The following are some ways on how to achieve brand consistency across all your marketing platforms:

1. Defining Brand Strategy

The first approach towards your Brand Consistency goal should be to understand and write down the values which your company holds and the values that you want to showcase to your customers. For instance, creating a Brand Guide is one of things you need to do to make your brand identity more consistent. This Brand Guide should include defined sections related to your Brand Mission, Voice and tone, Iconography, Brand colors, Fonts, and typography, etc.

Every business, be it small or big, should have well-defined guidelines especially for the messaging as the same would be used as a beacon in direct customer interactions.

Outlining and defining such strategies would not only guide the marketing department but would also serve to guide all the other employees. Every business, be it small or big, should have well-defined guidelines especially for the messaging as the same would be used as a beacon in direct customer interactions.

2. Using a Proper Logo

A brand logo that is unique and distinctive catches the eye of the customer. So, the color, shape, and font play a key role in resonating with the personality of your brand. The best part is, you can create your own customized logo online within a few minutes these days. You don’t even need any graphics design experience if you use advanced logo maker tools like Tailor Brands. These tools use new-age technologies like artificial intelligence to automate the design process and generate attractive logos in a short period. You can use these tools to strengthen your Brand consistency with proper logos.

3. Internal Branding

Your internal team should feel inclusive and proud to use your brand as a badge on their chest. It is imperative to have employees participate in the brand value to resonate with such value to the customers. You can internally discuss and agree on defining the Brand’s mission.

It is imperative to have employees participate in the brand value.

Putting out posters in the workplace would not do a complete job. You need to create deep value in your employees by involving marketing leaders or human resources management to get employees involved in corporate culture building programs.

Providing branded goods such as t-shirts, mugs, stationery, business cards to your employees to create loyalty towards the brand is a good way of doing internal branding. Encouraging and empowering the employees to be the brand ambassadors of your brand and sharing the brand on social media is also a way of accomplishing the internal branding efforts.

4. Tone and Persona

When a customer reads the content on your brand’s website or chats through messenger or sees any post on social media, then the personality of your brand should be perceived consistently. If your brand is all about fun and happiness, then the same vibes should resonate from all your platforms, be it your Facebook, LinkedIn, Twitter, or your offline campaigns.

Consistent tone and voice for your particular brand create a distinguished persona which induces trust and confidence in your customers.

Consistent tone and voice for your particular brand create a distinguished persona which induces trust and confidence in your customers. If you change the tone of your brand, let’s say from jolly and fun to sarcastic, then you will confuse your customers and lose their trust.

5. Intermixing of Online and Offline branding campaigns

In one market research, it was found that 80 percent of consumers forget the majority of information from branded content after only three days. Therefore, it is all the more important to maximize your branding campaigns by sharing your offline campaigns on social media and vice versa. There might be occasions where your company has participated in a community volunteering activity or received an award or participated in a trade show. Such activities should be shared and promoted online as well through blog posts, video posts, or photos on online social media platforms with a conspicuous display of your brand.

6. Right Marketing Influencers

Your pattern of selecting Marketing Influencers should be consistent since the influencer’s personality is also imbibed in your brand while conducting promotions. The right set of influencers that appeal to your brand’s personality adds the right momentum which your brand advocates. In the pursuit of successful influencer marketing, it is often seen that business owners get dissuaded by the massive fan following of a particular influencer and chooses him for promoting their brand even if the influencer holds divergent views with your brand’s ideology. The said approach should not be practiced as the same might not go well with your brand’s personality.

7. Take Help from Sales Team

The internal sales team has direct interaction with the customers and they have a better insight into the customer’s needs and aspirations. So, it is always better to sit down with the sales team to understand if a piece of marketing content is working for them or not. You might already have a belief that whatever the content marketing team is generating is aiding the conversion rate. However, that might not always be the case. It is always better to review the existing sales playbook and get your content right.

It is always better to sit down with the sales team to understand if a piece of marketing content is working for them or not.

So, these were some of the vital ways to achieve brand consistency on all your platforms. If you believe that your brand is not resonating with the persona which your organization holds, then you should definitely keep the above pointers in mind while improving your brand consistency.

 

Dick’s Sporting Goods, Joe Biden, AMC Entertainment, Connecticut Tourism, Choice Hotels, Ocean Spray, Chef Merito…. and more Sales Leads.

For prior Sales Leads editions, click here.

  • Dick’s Sporting Goods

Dick’s Sporting Goods, Inc. is  expanding the global footprint by store expansion efforts. To this end, the company announced two types of concept stores —OVERTIME by DICK’S Sporting Goods and DICK’S Sporting Goods Warehouse. This move is in sync with its plans to expand outlet and clearance stores in a bid to offer popular athletic brands at discounted prices. Last year, the company had opened three clearance centers in Utica, MI; Spartanburg, SC; and Racine, WI. The current store openings will bring the total number of outlet and clearance stores to 11 in nine different states. The first concept store type, OVERTIME, will offer a wide range of apparel, footwear and equipment products from well-known brands, including Nike NKE, Adidas ADDYY and Under Armour UAA at up to 75% discount. The company is working on keeping inventory fresh for customers at these stores. It also noted that new markdowns will be added throughout the year. Further, two OVERTIME stores in Connecticut and Maryland will started operating last wednesday, while the one in Pennsylvania will be open from Jun 24. Speaking of the second concept store, the company will open DICK’S Sporting Goods Warehouse at five locations. Customers will be offered upto 90% off on popular footwear and apparel brands. Such warehouses will also come with temporary pop-up-style shopping experience for the next six months. These warehouses are now open in Avon, IN; St. Peters, MO; North Olmstead, OH; South Hills, PA; and Brookfield, WI.

  • Joe Biden

Joe Biden - Ad CampaignJoe Biden is launching a US $15 million ad campaign featuring digital, radio, and print ads in Michigan, Pennsylvania, Wisconsin, Florida, Arizona, and North Carolina. In two different clips, Biden speaks about racial injustice and the middle class. The campaign includes US $1 million in Spanish-language ads in Florida and Arizona.

 

 

  • Choice Hotels

Choice Hotels International has unveiled a new, multichannel national advertising campaign. “Many travelers are looking to reconnect with family and friends, get outdoors and enjoy our nation’s beautiful national parks, rivers, lakes and beaches, and explore other local attractions,” said Patrick Pacious, president and CEO of Choice Hotels. “We also know they are looking for hotel brands they know and trust as they get back on the road, and Choice’s new ad campaign reminds our guests that we’re ready when they are to welcome them with a wide variety of hotel options.” The campaign celebrates the return to travel, featuring unique scenery, landscapes, architecture and other familiar destinations across the U.S., seen from the perspective of travelers on a road trip. The ads, created by Choice’s creative agency-of-record, McKinney, will air across national markets and a range of digital channels. The campaign also will encourage travelers to share their road trip adventures using the hashtag #OnTheRoadAgain across social media. “We know many people are looking to take shorter trips, often closer to home, as they return to travel,” said Robert McDowell, Choice’s chief commercial officer. “Our ads intentionally spotlight drive-to destinations where guests can reconnect with family and friends at one of our nearly 6,000 hotels across the country.”

  • AMC Entertainment

AMCAMC Entertainment, the biggest chain of U.S. movie theaters, will open the bulk of its venues — 450 — on July 15, hoping to grab what remains of the big box-office revenue-producing summer blockbuster film season. A week after that opening, on July 24, AMC’s remaining 150 theaters will open. This will be in time for Walt Disney’s big “Mulan” release (July 24) followed by Warner Bros.’ highly touted summer film “Tenet” a week later (July 31).

  • Ocean Spray

Ocean Spray
Ocean Spray Cranberries, Inc. (PRNewsfoto/Ocean Spray Cranberries, Inc.)

Ocean Spray Cranberries, Inc., the agricultural cooperative owned by more than 700 farmer families, unveiled its newest marketing campaign “Ocean Spray X Nature,” highlighting the brand’s commitment to sustainable processes and regenerative agriculture. Developed with Energy BBDO, the TV spots and accompanying digital creative take a unique spin on the idea of a buzzy fashion collaboration and apply it to farming practices that have existed at Ocean Spray for decades. The creative features elements of nature including bees, soil, sun, and water, which show how Ocean Spray farmers work with each element individually and together to benefit the entire farm’s ecosystem. “Collaborations between brands have become common place and as we looked at our 2020 campaign ahead of our 90th Harvest, we were inspired by the true meaning of collaboration,” said Chris O’Connor, Vice President of Marketing at Ocean Spray. Creative launched across TV and digital starting June 15th, 2020, with a heavy focus around summer and celebrating nature.

 

JOIN PORTADA’S VIRTUAL KNOWLEDGE-SHARING AND NETWORKING PLATFORM: To find out about Portada’s new virtual networking solutions involving the decision makers of the above campaigns and dozens of other brand marketing decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • U.S. Army Mid-Atlantic Recruiting Battalion

BRAINBOX Immersive Marketing (BBIM) has partnered with the U.S. Army Mid-Atlantic Recruiting Battalion in support of the Army’s National Hiring Days initiative. BBIM has developed a social media-based quiz for potential Army candidates called ‘Find Your Warrior’ and, based on the individual’s answers, the Army position that best suits them will be calculated. Once users determine their result from the quiz, they will have the ability to share their results with friends on social media. The campaign which continues through the end of National Hiring Days on July 2nd, will direct individuals to visit www.goarmy.com/hiringdays to see if they meet the qualifications, learn about job opportunities and associated hiring incentives, and connect with a recruiter in their area.

  • Connecticut Tourism

The Connecticut Department of Economic and Community Development (DECD) and its Office of Tourism (COT) announced a new US $1.2 million marketing campaign to help reinvigorate revenues for the thousands of tourism businesses across the state impacted by temporary closures driven by the COVID-19 pandemic. This multi-media campaign is begining this week (June 22( and extend through Labor Day. Through a unifying campaign theme, “So Good to See You, Connecticut,” it will encourage both Connecticut residents and likely travelers from nearby states to explore all Connecticut has to offer through fresh eyes. That messaging will be delivered through an integrated array of marketing tactics, including: robust paid social media campaigns across Facebook, Instagram, Snapchat and Pinterest new content on CTvisit.com, the state’s official tourism website, paid search marketing and content seeding programs, a new video series showcasing how tourism businesses have adapted their operations to optimize visitors’ safety as well as enhance their experience a new TV campaign that will run in-state as well as on streaming TV in proximity states beginning in July.

  • Chef Merito

Chef MeritoSensis, an integrated cross-cultural marketing agency, has been selected as agency of record to create a comprehensive marketing campaign for the Chef Merito brand of spices, seasonings, batters, breadings and marinades. Los Angeles-based Chef Merito hired Sensis to drive brand awareness, product trials, and in-store sales among the growing Hispanic market in California. The agency will create a strategic framework for a comprehensive campaign that includes creative development, media planning and buying across all channels, including digital, social media, earned media and content creation.

  • CMI/Compass wins new account in the Pharmaceutical Space

CMI/Compas, a leading media strategy, planning, innovation and buying agency for the nation’s top healthcare companies and part of WPP, announced it has been named consumer and professional agency of record by a new company in the pharmaceutical space. The assignment includes launching the company’s first products, which include a drug with indications in women’s health and in prostate cancer.

Marina Fillipelli, Keith Cartwright, Cris Munoz, Rob Davis Portada is here to tell you about it. Check out last week’s Changing Places here.

Marina Fillipelli, CEO at Orci

Agencia OrciMarina Filippelli has been promoted to CEO at Los Angeles-based agency Orci, succeeding Andrew Orci who has held the position since 2011. He will assume the position of chairman of the board. His parents Hector and Norma Orci founded the agency in 1986. Filippelli was doing double duty at the agency as both Chief Operating Officer and director of client services prior to the promotion. She joined the agency in 2013 after serving as group account director at Heat.  Orci clients include include Stella Artois, Chevron ExtraMile among others.

Rob Davis

Local media-buying specialist Novus Media LLC has launched a new business unit — Novus Next — to focus on geospatial, multichannel media planning and buying.  The new unit is being led by Rob Davis, president local media and Chief Marketing Officer, who joined Novus Media in 2018 after more than 25 years in various leadership roles at Starcom. Novus Media, founded in 1987, originally called Novus Print Media, become ne of the largest print buyers in North America. In recent years, it has added multichannel media to its client solutions. Now, Novus Next has been created as a standalone business unit to focus on the agency’s rapidly growing multichannel discipline.

Keith Cartwright

Keith Cartwright
Keith Cartwright, principal of Cartwright

Creative entrepreneur and agency veteran, Keith Cartwright, a co-founder of SATURDAY MORNING, has launched CARTWRIGHT, a new agency designed to work with brands who want a more direct relationship with agency leadership, and seek a creative product built to stand out in today’s attention crazed economy. CARTWRIGHT is launching with backing from WPP and will work in partnership with global creative network, Grey Group. The new model agency will tap into Grey’s international network of talent and resources to provide fully integrated and curated capabilities to clients around the world. “My goal in structuring our agency this way allows us to maintain the highest level of client interaction and partnership,” says Cartwright, “While giving us the ability to pull unlimited resources and scale globally as needed.”  Among the marketers the start-up is already working with are P&G, Facebook and LVMH Brand Loro Piana.

 

Cris Munoz

Entravision Communications announced the appointment of Chris Munoz to the executive leadership team as the Executive Vice President of National Sales. Mr. Munoz will oversee Entravision’s national spot television, national spot radio, network radio and national digital audio platforms. This appointment is effective as of June 1, 2020. “Chris is an experienced and accomplished executive in the media space and we are pleased to have him join the Entravision team and lead our national sales efforts. He is a proven strategic leader, a passionate advocate for Hispanic media, and possesses extensive client, industry and agency relationships. We look forward to his leadership as we continue to connect advertisers with our dynamic audiences,” said Karl Meyer, Chief Revenue Officer, Entravision.

 

Republican Voters Against Trump, Dollar General, Five Below, Dollar Tree, Family Dollar, E. & J. Gallery Winery… …. and more Sales Leads.

For prior Sales Leads editions, click here.

  • Republican Voters Against Trump

A new project to encourage Republicans to support former Vice President Joe Biden over President Donald Trump has launched a $10 million ad campaign targeting GOP-leaning voters in top swing states. The initiative, called Republican Voters Against Trump, has produced multiple ads featuring disaffected GOP voters who say they are not voting for Trump. Many of these testimonials are recorded on smartphones and include voters who have voted for Republican candidates, some of whom voted for Trump in 2016.
“I voted for Donald Trump in 2016, but I won’t vote for him again,” says Jay, a Pennsylvania voter who recorded one of nearly 100 videos featured on the project’s website. Some of the testimonials will be featured in the ads. The ads will initially target specific voters in the swing states of Michigan, Pennsylvania, Florida, Wisconsin, North Carolina, and Arizona, primarily through digital ads. Some television ads have also been produced and will air in those states. Others involved in the project are Bill Kristol, the former Weekly Standard editor and a prominent Never Trump commentator; and Tim Miller, a one-time adviser to former Florida Gov. Jeb Bush’s 2016 presidential campaign. Their group, Defending Democracy Together, has also backed an initiative called Republicans for the Rule of Law, which has purchased TV and digital ads to push congressional Republicans to seek more information on the Ukraine investigation that led to Trump’s impeachment last year.

  • Discount Retailers: Dollar General, Five Below, Dollar Tree, Family Dollar

At least a dozen major brands have plans to grow their footprints — some by hundreds of stores — this year and into the decade to come. Bisnow/Dees Stribling Stan Johnson Co.’s National Tenant Expansion trend report released last week shows some major brands with ongoing growth strategies over the next one to 10 years are those that fall in staple categories like discount retail, convenience, and arts and crafts.  Dollar The discount retail segment is showing signs of confidence even during recession fears. In just the first quarter, Dollar General opened 250 stores, remodeled 481 locations and relocated 17 units, according to recent company earnings. The retailer plans to open a total of 1,000 stores this year. Dollar General has been lauded for its solid sales and for having a platform poised for growth even after the pandemic ends. Discount retailer Five Below operates 900 stores and plans to eventually reach 2,000 stores .Of those, 150 are expected to open in 2020. Dollar Tree and Family Dollar reportedly each have plans for 300 new stores in the future, while Burlington is expected to grow its footprint by 1,000 locations, with 51 to 54 slated for opening this year.

  • CPG: Maverick Snacks, HighKey, Goodfish

If you’re going to launch new CPG products while people are hunkered down at home, cereals and snacks would be at the top of the list—given the shift in breakfast routines and the desire for comfort foods. So it was for Mavericks Snacks cookies and crackers, HighKey protein cereals, and Goodfish salmon skins. All three debuted in March and April, when most established CPG brands were preoccupied with keeping retailers’ shelves stocked and were less focused on rolling out product innovations. In April, Mavericks Snacks—aimed at “natural born snackers” ages four to 11—made its debut at Whole Foods nationwide. The brand’s attributes include peanut-free, non-GMO ingredients, low sugar and whole grain.

  • E. & J. Gallo Winery

E & J Gallo Winery
E. & J. Gallo Winery Logo (PRNewsFoto/E. & J. Gallo Winery)

UM, the marketing and media agency network of IPG Mediabrands, announced it has been named media Agency of Record for E. & J. Gallo Winery (Gallo), the world’s largest family-owned winery. UM will take on strategy, planning, buying, research, and data and analytics media duties across the U.S. for Gallo’s wine and spirits portfolio, including the #1 selling wine brand, Barefoot Cellars, as well as key brands including Apothic, Dark Horse, La Marca and New Amsterdam Vodka and Gin. “Critical drivers in winning our business were UM’s investments in technology and data,” said Stephanie Gallo, Chief Marketing Officer, Gallo. “We looked for a partner who shares our ambition to accelerate data-driven plans, that will allow our brands to connect with consumers and prospects across all consumer journeys.” Gallo joins several brands that have recently appointed UM media Agency of Record in North America including Shinola®, CVS Health-Aetna, Levi Strauss & Co. and Energizer brands, Armor All® and Rayovac®.

  • Energizer

EnergizerUM also announced it has been named global media Agency of Record for Energizer Holdings, Inc., the world’s leading manufacturer of batteries, portable lighting and automotive care products. UM was first awarded Energizer’s North America media planning and buying duties in February 2019. In late 2019, Energizer appointed UM U.S. media duties for its growing portfolio of brands, including Armor All, the nation’s #1 brand for automotive appearance products, and battery and lights brand, Rayovac. Under its expanded global scope, UM will take on all strategy, planning, buying, research, and data and analytics media duties for Energizer’s entire global portfolio of Batteries, Lights and Auto Care brands.

 

JOIN PORTADA’S VIRTUAL KNOWLEDGE-SHARING AND NETWORKING PLATFORM: To find out about Portada’s new virtual networking solutions involving the decision makers of the above campaigns and dozens of other brand marketing decision makers, please contact Sales Director David Karp at David@portada-online.com.

 

  • Delta Faucet

Delta-FaucetDelta Faucet, a company that delivers stylish faucets, shower heads and other kitchen and bathroom accessories, has selected Kansas City-based Barkley as Delta brand’s lead agency after a competitive review. Barkley’s duties includes media planning and buying, production, public relations, and social content strategy and creation. “Choosing Barkley was a unanimous decision. There were many factors, but the biggest criteria was the chemistry of the team and how each person at Barkley took a strategic view of the big picture and worked together,” stated Susan Fisher, Vice President of Brand Innovation & Growth at Delta Faucet Company.

  • Sony-Universal Postpone Movie Releases to 2021

With no theaters open due to COVID-19, studios have been postponing the debuts of their latest movies. For example, Sony just moved the remaining slate of 2020 movie releases to 2021, and Universal also pushed back the release of Fast & the Furious 9.

  • Costa Cruises

Costa Cruises is launching its new advertising campaign “The Holiday We Miss” online in its six main European markets: Italy, France, Spain, Germany, Austria and Switzerland. The campaign will be a trip down memory lane not only for cruisers, the company said. For the general public, it ties in with Costa’s former “The Holiday You’re Missing” campaign. “Those commercials wittily portrayed the difficulty of readjusting to the daily grind after a vacation on a Costa ship,” Costa said, in a statement. “The new campaign again hinges on the concept of “missing” a holiday, this being more topical than ever at the moment, but develops and adapts the idea, turning it into a message of recovery and optimism for cruising and tourism as a whole, which came to a standstill in March.” “As a major brand in tourism we decided that our new campaign, which is also a communication platform, should be an upbeat message about revival of the industry and that it should be conveyed very positively with the involvement of the Company’s key stakeholders: our guests. It’s a way of sharing those special feelings that they have experienced together with us and that we’re all looking forward to enjoying again,” said Francesco Muglia, vice president of global marketing.

 

Marco Nobili, Michael Zacarias, Jose Sancho…. People change positions, get promoted or move to other companies. Portada is here to tell you about it. Check out last week’s Changing Places here.

 

Marco Nobili

ViacomCBSViacomCBS Networks Americas announced that Marco Nobili was named Senior Vice President of Strategy and Emerging Business. In this newly created role, Nobili will be responsible for driving the emerging strategy for the Americas across its products, platforms, and commercial lines of business. In addition, Nobili will lead the OTT strategy and execution of ViacomCBS Network America’s key streaming properties in the free and paid space—Pluto TV, Noggin and Paramount+, aligned and fully in sync with the global ViacomCBS Networks International strategy. He will also oversee the Business Intelligence areas, including research and analytical functions for all entertainment programming, streaming and data operations. Nobili will report to JC Acosta, President, ViacomCBS Networks Americas and will be based in Mexico City, Mexico.Networks Americas.” Nobili joins ViacomCBS from Netflix, where he was Director of Product Innovation & Originals Launch Strategy in Spain and Latin America. In this capacity, he identified long-term opportunities and oversaw the launch strategy for new content. Prior to joining Netflix, Nobili held several critical positions at Amazon, including Regional Manager for Amazon Prime Video, where he launched and oversaw the market strategy for Prime Video in Mexico and Spanish-speaking Latin America. He also held the position of Marketing and Product Management Lead for Marketplace.

New Marketing VP at Ferrero

Michael ZachariasMichael Zacharias has joined Ferrero USA as vice president, trade marketing and category management.In this new role, Zacharias will lead trade marketing, category management and shopper marketing for Ferrero’s portfolio, which includes Nutella, Kinder, Tic Tac, Ferrero Rocher, Crunch, Baby Ruth and Butterfinger. Zacharias will report to James Klein, Ferrero chief customer officer, Ferrero USA. Zacharias joins Ferrero from American brewing company Anheuser-Busch, where he spent the entirety of his career. Most recently, he served as vice president of sales for the company’s northeast region. In his role, Zacharias was responsible for the full profit and loss center of the Northeast Business Unit, including strategic planning, human resources, sales and marketing, business development and customer satisfaction.

 

And More Changing Places

Jose SanchoDAVID Miami announced the hiring of Jose Sancho as their newest Associate Creative Director, effective May 14. Sancho will soon join DAVID’s Miami office from Madrid where he’ll be teaming with Curtis Caja, an award winning ACD, who was responsible for the Cannes Grand Prix winner “Burning Stores”.One of the most awarded creatives in Spain, Sancho has worked on national and global accounts for brands like Burger King, Renault, Unilever (Cornetto, Magnum, Funny Feet) and Rexona, among others. During his six-year stint at LOLA MullenLowe in Madrid, he was known for award-sweeping campaigns including the ‘Scary Clown’ campaign for Burger King and ‘The Hidden Flag’. He’s been awarded at many major industry festivals including Cannes, D&AD, Clios, The One Show, Andys, Effies, and more.

 

 

 

 

 

 

 

 

 

 

YouTube is the leading platform for esports videos on demand (VOD), according to 2019 data provided by Stream Hatchet. Meanwhile, Facebook is the number one go-to platform for users consuming mobile streaming. This monthly esports data column provides a quick update of the most important esports consumption behavior, particularly as is relates to streaming.

For prior esports updates, click here.

The most relevant findings of Stream Hatchet‘s 2019 Game Streaming Report

  • In terms of VOD, YouTube has shown to be the most relevant platform. “As the ‘streaming wars’ heat up, they have the opportunity to be the one-stop-shop for all video gaming content,” the study states.
  • Facebook seems to also have found a strong footing in the esports streaming market. The social media platform has taken over the mobile streaming audience while leaving the fight over the same viewers on PC to Twitch, YouTube and Mixer.
  • Still, Twitch continues to be the platform that gets the highest amount of hours watched. The Amazon owned streaming platform has a share of more than 70% of the total Western streaming market.
YouTube VOD
Photo via Stream Hatchet.

Top Games

      • For a long time now, Fortnite has been the most dominant game for streamers in the market. This game seems to have created a very loyal following audience similar to popular titles like CS:GO and League of Legends.
      • Not to far from there, League of Legends has managed to maintain a consistent viewership throughout the year in terms of casual, league and tournament viewership. This continues to show that this title has incredible longevity and tailwinds behind it.
        2019 was a very successful year for the game with record-setting World Championship in terms of viewership. And with interest in the game increasing with Riot Games’ announcement of the release of new games related to the League of Legends universe on the game’s tenth anniversary,” stated Yoshio Osaki, President / CEO at IDGConsulting.
      • Both games have found their strengths and manage to keep exploiting them. League of Legends consistently puts on high-quality tournaments and competitions that keep the game popular in the community while Fortnite has created a game that allows streamers to be content creators which adds a viral element to the game.

 

Fox Buys Streaming Service Tubi for US$440 M, Diageo Names PHD Global Media AOR & More Sales Leads

For prior Sales Leads editions, click here.

  • Fox Buys Streaming Service Tubi 

Fox BuysFox buys streaming service Tubi with a focus on bringing sports and news to subscribers, not original content. Fox Corp. has agreed to buy Free Ad-Supported Streaming Service Tubi  for about US$440 million in cash. FOX said it plans to continue to run Tubi as an independent service anchored by its consumer offering of licensed entertainment content. Tubi Founder and CEO Farhad Massoudi will continue to head Tubi. FOX, which expects to close the Tubi transaction before June 30, 2020, will finance the Tubi acquisition principally with the net proceeds from the completed sale of its stake in Roku Inc. Tubi, which is currently available on more than 25 digital platforms in the United States, features over 20,000 titles and 56,000 hours of film and episodic television programming from over 250 content partners, including many of the major studios. Fox , which is separate from 21st Century Fox (the part of the company Disney acquired in 2019 for $73 billion), doesn’t have its own popular streaming platform.The move brings more than 20,000 movies and shows to the platform. The acquisition of Tubi underscores the company’s “long-term strategic initiatives to broaden and enhance FOX’s direct-to-consumer digital reach and engagement,” the company said.“Tubi will immediately expand our direct-to-consumer audience and capabilities and will provide our advertising partners with more opportunities to reach audiences at scale,” Executive Chairman and CEO of FOX Corporation Lachlan Murdoch said.

  • Diageo 

Diageo, one of the world’s largest producers of spirits and beers, has appointed PHD (with support from parent Omnicom Media Group) as its´ global media AOR following a formal review that began last summer. According to a brand statement, the appointment encompasses both planning and buying and draws on top talent and leadership from across Omnicom Media Group. Diageo spent over US$2 billion on marketing its fiscal year 2019, according to its most recent annual report. 

  • Domino’s®

Domino’s, one of  the largest pizza company in the world based on global retail sales, and its franchisees are working hard to serve local communities and provide reliable, hot pizza to everyone looking for a meal. Staffing is critical at times like this. Open store positions generally include delivery experts, pizza makers, customer service representatives, managers and assistant managers. Domino’s U.S supply chain centers are also hiring Class A CDL drivers.“Our corporate and franchise stores want to make sure they’re not only feeding people, but also providing opportunity to those looking for work at this time, especially those in the heavily-impacted restaurant industry,” said Richard Allison, Domino’s chief executive officer.Those who are interested in applying for a position should visit jobs.dominos.com.As always, for ordering, customers can either use the website (dominos.com); Domino’s ordering apps for iPad®, iPhone® and Android; or Domino’s AnyWare ordering through Google Home, Alexa, Slack, and Facebook Messenger.

  • Marriott

Marriott International Inc., the world’s largest hotel company with nearly 1.4 million rooms worldwide, said it is starting to furlough what it expects will be tens of thousands of employees as it ramps up hotel closings across the globe.The company MAR, +4.68% began shutting down some of its managed properties last week, a Marriott spokeswoman said. The employees at these properties won’t be paid while on furlough, but the bulk will continue to receive health-care benefits that are ultimately paid by the hotel owner, she added, which for the vast majority of the brand’s properties isn’t Marriott. Marriott is also trimming staff through furloughs at properties that are still operating.Shares of Marriott were down nearly 13% late Tuesday.The staff reductions include everyone from general managers to housekeepers. The Marriott spokeswoman said there has been no layoffs or furloughs at the corporate level but those are “under discussion.”Marriott said it expected to bring back as many of the furloughed employees as possible when the novel coronavirus is contained and business returns. In the U.S., about 130,000 employees are on the Marriott payroll, the company said.

  • Darden

The coronavirus outbreak is hitting the casual dining segment particularly hard, as evidenced by Darden Restaurants‘ Q3 2020 earnings call, Restaurant Dive reports. In response to these sales trends, Darden has halted new construction, suspended quarterly dividends, reduced capital spending and withdrawn its financial guidance for 2020. CEO Gene Lee is also waiving his salary.Darden’s shares fell 59.6%, marking the steepest drop among these companies.As the country’s largest casual dining company, how this company performs during the pandemic is likely how the entire casual dining segment will go.Casual dining faces a unique challenge in that a majority of its business is dine-in, which is a challenging model to maintain as Americans are given a social distancing directive to slow the spread of the virus.Darden has added a limited carryout menu and is offering limited or no-contact curbside pickup. In states where dining is still available, the company is “practicing social distancing in our seating configurations.” Darden has been reluctant to partner with third-party delivery companies because of profit dilution and lack of customer connection, The Wall Street Journal reports. Prior to the outbreak, Darden’s off-premise business was growing about 20% versus last year. That number should continue to increase as the company changes its operating model to survive.

  • QUIBI, HBO MAX AND PEACOCK

Quibi, HBO Max and Peacock, new OTTs soon to launch, confirmed that they will keep the originally stipulated release dates despite the impacts that Covid-19 (Coronavirus) is making on the industry globally, NextTVLatAm has reported. A Quibi spokesperson said that ‘our plans for the app launch have not changed’, and confirmed that the Quibi app will launch on April 6th. The website also reports an individual familiar with WarnerMedia’s plans for HBO Max, who said that ‘all systems are still go to launch in late May’. The source said the company is adjusting to how ‘we do that effectively’, and that the plan could potentially shift based on future events. Apart from that, although did not give details about their plan for Peacock, NBCUniversal’s OTT is set to launch April 15th.HBO Max reported last year during an event in the US that will focus on the OTT expansion in that country,  initially prioritizing Latin America and Europe. In the case of Peacock, once launched in the US for Comcast Xfinity TV customers, it will arrive on July 15th in the rest of the country. Quibi  has confirmed its launch in the US for April 6th, without giving details of an expansion to other regions.

The COVID-19 pandemic has started to affect consumer behavior and confidence.Therefore, this week we have prepared a roundup of coronavirus insights. A summary of the most relevant consumer behavior research. If you’re trying to keep up with the latest happenings, this is your one-stop-shop. Check out the previous consumer insights roundup here.

 

Coronavirus Insights

  • According to recent data by Morning Consult, consumer confidence has drastically fallen in the U.S., Japan, Germany, the U.K., and France. The Morning Consult ICS (Index of Consumer Sentiment) in the U.S. is 108.99 as of March 13, decreasing 0.9% from the day prior and down 4.63% since January 1. This represents the largest single-day drop in over two years. “Consumer confidence drives more than two-thirds of activity in the largest economy, so it can have sweeping effects across sectors,” reports Morning Consult.

 

Online Shopping Behavior

  • Predictive retail analytics platform Quantum Metric has published research about the effect of the new coronavirus on e-commerce in the U.S. Online retailers have reportedly experienced a 52% growth rate in online spending during the fifth-eighth weeks of 2020, compared to the same weeks of 2019. These weeks span Jan. 27 – Feb. 23, 2020, the period when the virus started spreading rapidly from Asia.  In addition, online conversion rates rose 8.8% year-over-year during those same weeks in 2020.

 

  • According to Adobe Analytics‘, which tracks sales of 80 of the top 100 online retailers in the U.S., online sales of items like hand sanitizers, gloves, masks and anti-bacterial sprays soared 817% in January and February compared to the previous year. Consumers are also buying more drugs and non-perishable items: sales of cold, cough and flu products went up 198%, pain relievers jumped 152%, toilet paper grew 186% and non-perishable goods such as canned goods went up 69%, all compared to the same period last year. The same is happening in physical stores; for instance, Walmart will be reducing open hours to be able to restock.

 

General Attitudes and Spending

 

  • Internet media company Travelzoo has conducted a survey among U.S. consumers to learn about their travel intentions. Among the survey’s main findings, Travelzoo announced that astute travelers are still eager to travel both internationally and within the U.S. In spite of current concerns, many of them recognize now is the time to take advantage of remarkable travel deals. In fact, 44% of respondents stated the coronavirus hasn’t changed their interest in international travel. However, 36% of respondents said the coronavirus has impacted their planned international travel. Among those participants,  59% are considering selecting an alternate destination, postponing the trip or canceling the trip.

 

  • Seattle-based payments processing company Gravity Payments notes there has been a dramatic drop in spending around Washington in the past three weeks. “Just this week we started analyzing the data and found an overall 10% drop in business in Washington State (concentrated in the Seattle metro area),” writes Brooke Carey, a company spokesperson. The largest drops have been in hotel spending (down 56%), movie theaters (46% down), liquor stores (-31%) and restaurants (-29%.)

 

  • GlobalWebIndex has shared recent coronavirus insights. Currently, only 20% of survey respondents are concerned about the impact it will have on their personal finances (dropping to 12% among Gen Zs). Almost 90% of Gen Zs have made changes to their daily routine, dropping to 75% among baby boomers. Some 40% are reading the news more frequently in order to stay up-to-date, compared to just over 25% checking social media more frequently. Increased news checking is fairly consistent across generations, while checking social media more frequently drops dramatically among baby boomers. A quarter say they’re now shopping more online in light of the virus. Millennials (39%) are much more likely than any other generation to say this, followed by Gen Xers (29%). Higher-income individuals are also significantly more likely than lower earners to say this (48% vs. 15%, respectively).Check out: How will coronavirus impact marketing? 

Mazda’s CMO has resigned, UPS has named a female CEO, and more changing places. People change positions, get promoted or move to other companies. Portada is here to tell you about it. Check out last week’s Changing Places here.

 

Mazda’s CMO Resigns

Mazda‘s CMO of North American Operations Dino Bernacchi has resigned effective March 20. While the company looks for a permanent replacement, Brad Audet, leader of Garage Team (Mazda’s bespoke agency), will lead the marketing team. Bernacchi became Mazda’s CMO of North America in 2017 after almost eight years as Harley-Davidson’s Marketing Director.

 

 

 

UPS Has Named a Female CEO

United Parcel Service Inc. has announced the appointment of former Home Depot CFO Carol Tomé as new CEO, effective June 1. She will replace 46-year UPS-veteran David Abney, who will remain as Executive Chairman of the Board until his retirement from the UPS Board on September 30. Mr. Abney will remain as a special consultant through the remainder of 2020 to help ensure a smooth transition through the peak season of the business.

 

 

 

And More Changing Places

Jimmy John’s has announced that Darin Dugan is the company’s new CMO. Dugan will oversee brand marketing and planning, menu and new product development, advertising and digital. He will report directly to Jimmy John’s Brand President James North. Dugan previously served as VP of marketing for Sonic Drive-In, also part of the Inspire Brands portfolio.

 

 

 

The Interactive Advertising Bureau has named David Cohen as President, a position held by Patrick Dolan since 2017. Dolan’s departure was announced in December. Cohen joins the IAB from MAGNA North America, where he held the title of President until July. He will report directly to IAB CEO Randall Rothenberg.

 

 

 

 

vBrian Lesser, CEO of AT&T’s advertising technology unit Xandr, is stepping down from the role. Lesser first joined AT&T in 2017 and was previously CEO of GroupM North America. Lesser also founded Xaxis, an ad technology company. Kirk McDonald will take the role of interim CEO of Xandr.

 

 

 

SKECHERS Latin America New Subsidiary, Cinepolis Expands in MX and More Sales Leads LatAm

For prior Sales Leads LatAm editions, click here.

  • SKECHERS

SKECHERS Latin America New Subsidiary. SKECHERS USA, a global leader in the lifestyle and performance footwear industry, announced that the Company is transitioning its business in Latin America from a third-party distributor to a wholly-owned subsidiary, SKECHERS Latin America LLC.The subsidiary will oversee more than 30 countries in the region, including the four key markets of Panama, Peru, Colombia, and Costa Rica.Additional regions under the new subsidiary include Guatemala, El Salvador, Honduras, Nicaragua, the Caribbean, and Ecuador, according to Businesswire.Based in Panama City, Panama, SKECHERS Latin America LLC will oversee the Company’s business.

  • Cinépolis

Global cinema chain Cinépolis will build 200 movie theatres in Mexico with the aim of expanding its´offer in the country and promote culture and entertainment. Most of these movie theatres will be built and opened in areas with less than 100 thousand inhabitants,  to promote investments and bring the entertainment that Cinépolis operates to areas where there is none today.

 

  • Top Brands International

Panama’s Top Brands International expands retail footprint in Latin America with Paraguay Airport contract. The company has revealed plans for a new 2000 sq m duty-free store at Asunción’s Silvio Pettirossi International Airport Paraguay that will be open by mid 2020.“Paraguay is going to be an airport hub for the region. We will see a big mix of customers – passengers travelling from all the region’s big origin markets of Brazil, Argentina, Chile and Uruguay,” Danny Yohoros, President of Top Brands International told DFNI.Yohoros confirmed the multiple category retail offer should be open by mid-2020. “It’s our most important project for the year, meanwhile we are always looking at expansion opportunities, especially for our market of Latin America and the Caribbean.”

  • Citizen Watch America

Citizen Watch America has announced their participation in the celebration of March Is Me Month to align with International Women’s Day on March 8th 2020. Created by the Women’s Jewelry Association (WJA) this initiative will be supported by many of the biggest names in jewelry and watch manufacturing and retail. March is Me Month will launch on March 1st, 2020 with the goal of empowering women to celebrate herself. As many women today are wanting to recognize their own personal and professional milestones, she is encouraged to visit a retail jeweler or go online and treat herself to a piece of jewelry or watch – just because she deserves it.During March is Me Month, Citizen Watch America will be supporting its retailers with advertising initiatives and a social media campaign. Citizen will be offering 15% discount sitewide during International Women’s Day weekend (March 6th – 9th) on their respective websites to promote self-purchase. Bulova will also be offering a 15% discount sitewide on March 12th – 15th.Citizen Watch America represents the sales and marketing for Citizen Group within the U.S., Caribbean and Latin American markets. The brands included within Citizen Watch America are Citizen, Bulova, and Frederique Constant.

JOIN PORTADA’S KNOWLEDGE-SHARING AND NETWORKING PLATFORM: To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Director Leslie Zambrano at Leslie@portada-online.com.

  • Rent Yuh Ride™

The emerging peer-to-peer car rental sector is projected to grow at 10% annually, but despite the Caribbean being one of the world’s most attractive travel destinations; it has yet to be touched by this sector – until now. The Caribbean’s first peer-to-peer car rental platform, Rent Yuh Ride (RYR), launched this week and will connect thousands of travelers to private car owners to facilitate car renting in a way that “is efficient, affordable and safe.”  RYR promises a platform that will enable seamless transactions while also rewarding users with travel credits and incentivized bonuses.Uniquely led by a team of black women, RYR’s operations will be out of Kingston, Jamaica. Eventually, operations will expand across the Caribbean – frequented by over 22M travelers annually.

Century 21 Abandonment Campaign, Dos Equis Beer Gets Ready for Cinco de Mayo & More Sales Leads

For prior Sales Leads editions, click here.

  • Century 21 

Century 21 AbandonmentCentury 21 abandonment campaign releasing next week. Century 21 is releasing its latest campaing around the theme of abandonment, which showcases a challenge home buyers and sellers experience while working with some real estate agents, Mediapost resports. The campaign, a MullenLowe´s effort, debuts March 3 and includes social, digital, and three 30-second TV spots: “Balloon”, Cave” and a 3rd spot. “The ‘Abandonment’ campaign captures what it feels like when clients settle for anyone less than a Century 21 agent,” Cara Whitley, CMO, Century 21 Real Estate LLC, says in a release. Media buy includes Disney Media Networks, including ESPN, ESPN 2, ABC, and “Good Morning America”’s “Strahan Sara & Keke,” followed by elements of the campaign airing on National Geographic later throughout the year. Karim Amadeo,Manager, Multicultural & Growth Markets Realogy Holdings Corp. & CENTURY 21®️ , is a member of Portada´s Council System Brand Star Committee

  • Dos Equis 

Dos Equis Beer, a brand of White Plains, N.Y. -based Heineken USA,  announced its new Cinco de Mayo marketing campaign, featuring national television advertisements, media partnerships, and national sweepstakes including an exclusive Fiesta Kit and a grand prize trip to Mexico and Cancun. Dos Equis is partnering with Drizly and Touchtunes for marketing promotion activity from March through Cinco de Mayo. The effort includes TV spot and social media channels including Facebook and Instagram will also market Dos Equis to legal drinking age consumers. Beer drinkers are encouraged to upload a picture of themselves and three friends and qualify to win a trip for the group to Cancun, Mexico, including airfare and hotel accommodations. Cinco de Mayo is a top holiday selling period for beer and Dos Equis yields greater dollar lift versus other leading Mexican imports, according to Abasto.

  • Café Bustelo® 

Iconic espresso-style coffee brand Café Bustelo® launches the Café Bustelo® El Café del Futuro Scholarship in partnership with the Hispanic Association of Colleges and Universities (HACU). Since 2014, US$230,000 in college funds have been awarded to 46 Latino students nationwide through the partnership. The campaign generated more than 1,500 entries in 2018. In 2019, Café Bustelo® is doubling the total available scholarship funds by awarding US$100,000 to twenty students.Café Bustelo is encouraging Hispanic students to submit an essay in English or Spanish (800 words or less) describing how their heritage, family, and community have impacted their desire and motivation to obtain a college degree; how they plan to give back to their community; and what they intend to accomplish with their degree. Eligible U.S. students can apply for the opportunity to receive one of twenty US$5,000 scholarships by submitting their essay.Café Bustelo coffee is available at leading grocery retailers nationwide and online at JavaCabana.com.

JOIN PORTADA’S KNOWLEDGE-SHARING AND NETWORKING PLATFORM: To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Director Leslie Zambrano at Leslie@portada-online.com.

 

  • Discover

Discover, a direct bank and payments company, announced that Grey New York will serve as the company’s new creative agency of record, following a competitive review. Grey will be responsible for developing creative and strategic work across media and partnership platforms.Discover Financial Services (NYSE: DFS) is a direct banking and payment services company with one of the most recognized brands in U.S. financial services. Since its inception in 1986, the company has become one of the largest card issuers in the United States. The company issues the Discover card, America’s cash rewards pioneer, and offers private student loans, personal loans, home equity loans, checking and savings accounts and certificates of deposit through its direct banking business. It operates the Discover Global Network comprised of Discover Network, with millions of merchant and cash access locations.