New appointments at Marco’s Pizza, Bam Strategy, Entravision, Prisa Brand Solutions 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.
Alex Tokatlian has been appointed Brand Marketing Director at Marco’s Pizza, an American restaurant chain and interstate franchise based in Toledo, Ohio, that specializes in Italian-American cuisine. There are more than 800 franchised Marco’s Pizza locations in 34 states and Puerto Rico as well as the Bahamas, and India. Prior to this position, Tokatlian worked as Advertising Manager in Domnino’s Pizza (check out our article today on the latest trends in the QSR industry including input by Alex Tokatlian.)
Montreal-based digital marketing agency BAM Strategy is launching its first U.S. office, in New York, and has appointed former GroupM executive Pete Meyers, as president of U.S. operations. Meyers is tasked with expanding BAM’s current client footprint in the U.S., building new client relationships with U.S.-based brands, and developing new partnerships with agencies where BAM can provide complementary digital marketing services.
Entravision Communications announced the appointment of Laura Saldivar (photo left) to Senior Vice President of Integrated Marketing Solutions in Los Angeles. Laura will report directly to Eddie Melendez, President of Local Media for Entravision. In addition, Crystal Gomez has been promoted to Vice President Local Agency and National Sales for Entravision’s radio assets in Los Angeles. Gomez was previously Vice President of National Sales, Western Region.
Prisa Brand Solutions announced the appointment of Robert Ruvalcaba, as Vice President of Sales, based in California, to work on the company’s sales strategy and business development in the United States. Robert Ruvalcaba brings more than 20 years of experience in sales marketing and digital advertising. He has previous successful leadership roles at companies such as Adsmovil, Pulpo Media, ImpreMedia, and Los Angeles Times.“ Prisa Brand Solutions , continues growth and progress in the North America region. We welcome our newest team member and look forward to a long and successful future”, said Jose Antonio Carrero, CEO of Prisa Brand Solutions in the U.S.
DiGennaro Communications (DGC), a B2B public relations agency serving the media, marketing and entertainment sectors, has named Maxine Winer president and chief operating officer. Winer reports to DGC Founder and CEO Samantha DiGennaro. In her new role, Winer will oversee operations, talent, client service and business development for the nearly 15-year-old agency. Winer, who began working with DGC last year in a consulting capacity, will split her time between the agency’s NYC headquarters and her hometown of Chicago, where she will establish a foothold for the agency. Winer most recently spent eight years as senior partner and general manager of Omnicom’s FleishmanHillard Chicago.
La Tortilleria, one of the largest Hispanic food distributors in the East Coast and its sister company Abasto Media announced a strategic alliance with a leading group of private investors. The new partners are Ken Langone, founder, and CEO of Invemed Associates LLC., and co-founder of the Home Depot, Bruce M. Langone, President of Invemed Associates, LLC., Thomas Teague, President and CEO of Salem Corporation and partner of Invemed Associates, Al Carey, Executive Chairman at Unifi, Inc., and former CEO of PepsiCo North America, and Carlos Evans, former executive vice president and group head of the eastern division of Wells Fargo.The group of private investors focuses on supporting growth-oriented companies in a wide range of industries.The new alliance will allow the Hispanic food distributor headquartered in Winston-Salem, NC, and Abasto Media, to advance their business growth more quickly and efficiently.La Tortilleria operates out of a 100,000-square-foot warehouse and office facility but is in the process of doubling its warehousing operations in Winston-Salem, NC, as well as opening facilities in other markets.This business relationship allowed the other private investors to know the Hispanic food distribution company, and its enormous potential to grow in the industry.
American international real estate company Re/Max has named Knoxville, Tenn.-based independent agency Tombras as its´ new media agency partner for the U.S., following a review conducted by consultancy Media Sherpas. The process included the incumbent, Dentsu Aegis Network media agency Carat, as well as a handful of other finalists, according to sources with knowledge of the review.Re/Max spent nearly US$34 million in 2018 and over US$32 million over the first nine months of 2019, up from just under US$30 million during that period in 2018, according to Kantar Media.
Meredith Corp. brands Health, Better Homes & Gardens, Travel + Leisure, People and Food & Wine in partnership with Ford Motor Companyare featuring women making their mark in male-dominated fields through a multiplatform campaign called “The New Power Suit,.”Mediapost reports. The campaign will expand across digital, social, video and in the January 2020 print editions. The campaign 1st efforts will include full-page ads designed as covers on each of the five Meredith´s titles, accompanied by a story on the woman featured in that issue.The campaign was produced by a team composed exclusively of women across Ford Motor Company, ad agency GTB and Meredith.People ranked No. 1 in reach across women millennials, women Latinas, moms and adult millennials and No. 2 among adult Latinos and adult readers. People en Espanol ranked No. 1 in reach of adult Latinos.
100% family owned & operated Tantillo Foods, which offers a range of Italian food products, has appointed Brand Buddha as its´2020 media agency partner. The business includes market research, brand positioning and a digital ad campaign. Today Tantillo Foods has over 50 products sold in retailers around US.
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.
Corona Hard Seltzer
Corona Hard Seltzer will be introduced in four flavors in the US: tropical lime, mango, cherry and blackberry lime. The 4.5% ABV beverage will contain 90 calories, zero carbs and zero sugars (for comparison, Corona Extra contains 148 calories per 12 oz bottle). Constellation Brands is planning to put a US$40m marketing budget behind the spring launch of Corona Hard Seltzer: its biggest-ever single brand investment. Corona carries ‘unbelievable strong brand equity’ as a brand among both Hispanic and total drinkers in the younger 21-54 age category. As a result, Constellation Brands has made the decision to brand its seltzer entry under Corona.
Costa Coffee, a coffeehouse chain which is a subsidiary of American company The Coca-Cola Company and is headquartered is in Dunstable, Bedfordshire, has appointed MediaCom as its media planning and buying agency, ending its 10-year relationship with Zenith. MediaCom also works on Costa owner Coca-Cola’s media account. Costa has 2,600 shops in the UK and Ireland, and 1,300 internationally.
Sales Leads US: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.
Fiat Chrysler Automobiles and Peugeot S.A. (“Groupe PSA”) have signed a binding Combination Agreement providing for a 50/50 merger of their businesses to create the 4th largest global automotive OEM by volume and 3rd largest by revenue. The proposed combination will be an industry leader with the management, capabilities, resources and scale to successfully capitalize on the opportunities presented by the new era in sustainable mobility. With its combined financial strength and skills, the merged entity will be particularly well placed to provide innovative, clean and sustainable mobility solutions, both in a rapidly urbanizing environment and in rural areas around the world. The combined company will have annual unit sales of 8.7 million vehicles, with revenues of nearly €170 billion , recurring operating profit of over €11 billion and an operating profit margin of 6.6%, all on a simple aggregated basis of 2018 results . The combined entity will have a balanced and profitable global presence with a highly complementary and iconic brand portfolio covering all key vehicle segments from luxury, premium, and mainstream passenger cars through to SUVs and trucks & light commercial vehicles. This will be underpinned by FCA’s strength in North America and Latin America and Groupe PSA’s solid position in Europe. The new Group will have much greater geographic balance with 46% of revenues derived from Europe and 43% from North America, based on aggregated 2018 figures of each company. The combination will bring the opportunity for the new company to reshape the strategy in other regions.
Pepsi is launching a new brand campaign this month, featuring its first new tagline in the United States in about two decades:“That’s What I Like.” Get ready to hear this across all Pepsi, Pepsi Zero Sugar, and Diet Pepsi ads and promotions—indefinitely. “Pepsi drinkers are comfortable in their own skin, they enjoy their life unapologetically without really worrying about what other people think,” says Pepsi’s VP of marketing, Todd Kaplan, who feels like the line embodies what company research has told them about their customers. “Pepsi drinkers are three times more likely to belt out a song on karaoke or nearly twice as likely to clap at the end of the movie.” The new tagline, Kaplan believes, is a simple, “clean, crisp articulation of that.” The new spots will air across English and Spanish-speaking properties, including the Golden Globes and NFL wild-card playoff games. Created with agencies Goodby Silverstein & Partners and Alma the ads embrace that whole dance-like-nobody’s-watching ethos. It’s a departure from the ongoing celebrity ads that the cola giant started airing last January, all the way through November with Cardi B’s holiday tale. Pepsi has been slowly moving its media buying duties in house. In late October 2018 it ended its relationship with WPP’s VMLY&R for the Tropicana and Gatorade digital accounts.
SNICKERS’ accelerated commitment in competitive Madden NFL (esports) by becoming the official Madden NFL 20 Club Championship presenting sponsor for the first time. As presenting sponsor SNICKERS will reach players and spectators in mass through specially curated studio segments, highlight reels, and spotlight moments, such as the coveted SNICKERS “Moment of the Year” Madden NFL 20 Championship Series award.As part of the sponsorship, the candy bar marketed by Mars will be featured in highlight packages and branded studio segments during the tournament on Twitch, YouTube and the ESPN mobile app, per an announcement shared with Marketing Dive.The Madden NFL 20 Club Championship Presented by SNICKERS will involve all 32 NFL teams as one competitor per team will compete for more than US$700,000, tied for the largest tournament prize pool in competitive Madden NFL history. Snickers aims to reach the esports audience that largely consist of Generation Zers, 74% of whom say they often snack between meals, per a study by the Institute of . The researcher also predicted that the number of U.S. consumers who would watch an esports event at least once a month would grow 18% to 30.3 million this year from 2018. Brands looking to reach these millions of fans are forecast to boost sponsorship spending by 34% to $457 million this year, games researcher Newzoo predicted.Snickers is among the brands that are sponsoring esports events as their audience continues to grow. Pizza Hut, Nike, Anheuser-Busch, AT&T, Axe, Coca-Cola, Hershey, Mercedes-Benz and Tillys are among the brands that are already esports sponsors.
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 DirectorLeslie Zambrano at Leslie@portada-online.com.
The Tony the Tiger Sun Bowl officially takes over El Paso on New Year’s Eve, but the game dedicated to saving middle school sports made its mission real today in the “Sun City.” Kellogg’s Frosted Flakes®‘ Mission Tiger™ teamed up with the pioneer for helping kids play sports, The DICK’S Sporting Goods Foundation (DSGF), and gave a Sports Matter grant to every public middle school athletic department in El Paso — a total donation of US$500,000 — to help give more middle school kids access to sports.The first-of-its-kind partnership between one of America’s favorite breakfast cereals and the foundation for America’s largest sporting goods retailer might seem unlikely, but both are on a mission to help Mission Tiger ‖ Sports Matter Mobile save school sports. And today’s efforts align with the Sun Bowl’s 1935 inaugural mission to benefit underprivileged children.In partnership with The DICK’S Foundation, Tony the Tiger called on his friend, Sun Bowl alum and football Hall of Famer LaDainian Tomlinson to break the news. Tomlinson and Tony drove around town to deliver much-needed sporting goods equipment to aspiring young athletes at Wiggs Middle School.The collaboration is the latest stop for Mission Tiger, an initiative from Kellogg’s Frosted Flakes to save middle school sports nationwide. In August 2019, Kellogg’s Frosted Flakes was announced as the title sponsor of the newly named Tony the Tiger™ Sun Bowl, making Tony the Tiger the first mascot to ever lend his name to a college football bowl game.
SouthNorte Beer Co.
Founded at the crossroads of cultures,SouthNorte Beer Co. revealed that it has secured new investment to drive company growth led by advertising executive and founding partner, John Gallegos, who has increased his investment in the brand to further accelerate the company’s marketing efforts, expansion into new territories and exploration of new partners throughout the country. This influx of funding positions Gallegos as the majority owner of SouthNorte, withCoronado Brewing Company offering continued operational support with a minority stake in the company.The infusion of new investment comes at an important juncture for SouthNorte —the brand has garnered critical acclaim and grassroots fan support in San Diego, and now, Gallegos and partners recognize that the time is ripe to amplify SouthNorte’s message and brand essence beyond its current footprint and into new markets. In addition to increasing his investment in the brand, Gallegos will take on additional operational management roles in the company. A seasoned advertising and marketing executive, Gallegos is CEO of theUnited Collective communications group comprised of five interconnected independent agencies. Under this new arrangement, former CEO, Brandon Richards, credited for his contributions in making SouthNorte a success, will remain as a partner and Coronado Brewing Company will also remain a partner in the business offering various levels of support including brewing, sales, and marketing. SouthNorte beer will continue to be contract brewed and packaged at Coronado facilities.
Sales Leads US: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.
Manolo Arroyo is the new Coca-Cola CMO, agency moves 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.
Coca-Cola has announced that the president of the company’s Asia Pacific business, Manolo Arroyo, has taken on the position of Chief Marketing Officer. The company’s divisions for creative, category, marketing operations, design, and knowledge & insights will report to Arroyo.
LBI Media, Inc. has announced two senior leadership appointments. Ivan Stoilkovich has been appointed Executive Vice President of Television Programming and Jason Hall has been appointed to Executive Vice President of Advertising Sales, both effective immediately. In his new role, Stoilkovich will oversee all aspects of production. Hall will be responsible for leading advertising sales and creating brand awareness of the company’s multichannel platform.
Hogarth Worldwide, a WPP company, announced that it has appointed long-time executive Mauro Baz to the role of Chief Marketing Officer for the Americas, making him one of the youngest C-suite members within the organization’s portfolio of companies.
Nick Brien, CEO of Dentsu Aegis Network Americas, will step down from the role by the end of the year. Jacki Kelley, President and Chief Client Officer at Dentsu Aegis US, will succeed Brien on 1 January 2020.
Marketers still don’t understand moms, americans choose hotels over relatives’ homes… A summary of the most relevant consumer insight research in the U.S. and U.S. Hispanic markets. 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.
A survey by Global Web Index has found that the majority of online mothers believe marketers fail to understand them. The study shows that 56% of mothers keep up with the latest fashion trends, 53% are workers, and 15% are likely to do social work for their community.
Deloitte has released its annual global healthcare consumer survey, and found that 49% of American consumers said they would likely take advantage of a tool that allows them to directly comparepricing between providers. In addition, 53% of U.S. consumers said they would likely use tools that allow them to compare quality and satisfaction scores, and 50% said they would likely examine data on safety and effectiveness for certain medications or treatments, according to the survey.
An estimated 192 million U.S. consumers (or 70% of Americans ages 13 to 64) play games, according to a new Consumer Technology Association (CTA) study. More than 60% of gamers now play games with or against others online, including 40% with or against people they don’t know, the study finds. In addition, 77% of gamers think video games will be more social in the next five years.
The National Retail Federation has announced that shoppers spent an average 361.90 dollars on holiday items during the five-day Thanksgiving weekend, up 16% from the same period last year. Of the total, 257.33 dollars, or 71%, was specifically spent on gifts. Top gift purchases over the weekend included apparel (bought by 58% of those surveyed), toys (33%), electronics (31%), books/music/movies/video games (28%) and gift cards (27%).
A survey by Trivago of over 1,000 Americans about their lodging preferences during the holidays revealed that only half (49%) of holiday travelers would rather stay with relatives or friends than stay at a hotel. About four in ten (42%) said they choose a local hotel, and one-quarter of consumers said their “ideal hotel” for the holidays is a rental or alternative accommodation. Nearly one in five (19%) say they’d prefer to drive back to their own home rather than stay with relatives or pay for a hotel.
For brands who want to connect with Caribbean Hispanics in the U.S., baseball could represent the right platform to start a long-term consumer-brand relationship. Nearly one-third of all major league players are Latinos, including those born in Latin America and within the 50 U.S. states. The Dominican Republic has the highest number of players in the big leagues.
Once upon a time, on May 9, 1871, Estevan Enrique “Steve” Bellán debuted as the first Latin American born individual to play professional baseball in the U.S.A. He played as a third baseman for the Troy Haymakers in New York. About 200 years later, nearly one-third of all major league players are first or second-generation Latinos.
According to the Major League Baseball (MLB), the Dominican Republic has the highest number of international players in the big leagues, with 102 players during Opening Day in 2019.Second in the ranking is Venezuela, with 68 players, and Cuba comes in third with 19 players. “Baseball receives the most attention in Caribbean countries, even more than soccer,” Augusto Romano, CEO at Digo Hispanic Media, tells Portada.
Catering for A Segment’s Needs
First, Digo noticed Caribbean Hispanics are a niche market with particular needs, separate from the general Hispanic market. Then, the U.S Hispanic audience network figured how to reach about five million Puerto Ricans, Cubans, and Dominicans who are concentrated on the east coast of the U.S. However, Romano has a new strategy in mind: “Get to them through baseball!”
Get to them through baseball!
Born from the union of the two largest media groups in the Caribbean, GFR Media from Puerto Rico and Grupo Corripio from the Dominican Republic, Digo’s audience has shown a special interest in how Caribbean-born baseball players are developing within MLB. “We write stories about the playersin a culturally relevant manner, starting with their origins, something the mainstream media doesn’t do. This allows U.S. Hispanic fans to follow players from their country of origin on our premium sites,” says Romano. Nevertheless, it seems brands are still missing out on the opportunity.
According to Josh Rawitch, Sr. Vice President, Content & Communications for the Arizona Diamondbacks, since last year, the MLB has been working on promoting individual players.This is an important shift in the league’s marketing strategy where traditionally entire teams were promoted.
“The league is smart enough to let these players be who they are,” Rawitch tells Portada. “Therefore we are letting their personalities show a little bit more.”
Most of Arizona Diamondbacks’ fans come from Mexico and Venezuela. However, the team also recognizes the importance of its Caribbean followers. The star, pitcher Yoan Lopez, for example, is from Cuba.
Concerning Puerto Rican players, Esteban Pagán, sports editor at GFR Media, believes that even though Puerto Rico has produced four island born hall of famers, and they have always been very active and noticeable with players in the league, right now there’s a new group of very talented players that are starting to arise. It is a matter of time for us to see more profesional global Puerto Rican players, he explains. “Brands are missing out on opportunities to connect with the U.S.H. audience because these big players are just starting to emerge and are recently being noticed and followed by MLB fans.”
“We are in the exact time in which we can see the potential [of the Caribbean players] in the long run,” Jorge Cabezas, GFR Media, General Manager, adds.
Connecting With Caribbean Hispanics
“The way we try to connect with the Caribbean fan base is first through our social media accounts. They’re being followed by Latinos all over the world, thus we specifically try to highlight our Hispanic players. We have some Cuban players and tons of Venezuelans and Dominicans,” adds Rawitch. “We know when we are sending out messages on social media, we are interacting heavily with fans from the Dominican Republic and Puerto Rico.”
The second way the D-Backs are connecting with Caribbean Hispanics is through their local baseball academy in the Dominican Republic. In fact, all 30 major league clubs have baseball academies there, according to Anthony Salazar, chair of the Latino baseball committee.
The way we try to connect with the Caribbean fan base is first through our social media accounts.
“We go down there for graduation every January or February. Moreover, we do a second trip when we do a clinic in the Dominican Republic or we’ll do public appearances,” explains Rawitch.
Their first docuseries named “Las Academias,” explores the beautiful island of the Dominican Republic along with the small towns scouting for talented hopefuls. These athletes each and every day train at one of the 30 major league youth training camps across the island.
“Brands will have access to sponsor these content series via our sales team and we will insert them in the story to ensure their brand and products are showcased in a relevant and engaging manner,” said Aisha Burgos, SVP of Sales & Marketing for Digo Hispanic Media.
It seems that the league and its teams are already reaching out to their Hispanic and Caribbean Hispanic fans. So, what’s happening with brands?
Most brands recognize that outside of soccer, baseball is probably the second most followed sport in Latin America. However, in some countries like Cuba or DR, it is even bigger, believes Rawitch. “Simply, look at the sheer volume of people who are following baseball from the Caribbean. If you’re a company looking to communicate with them, it makes sense to find your way there through a major league team, for instance.”
According to Google Trends, in the past 12 months the words baseball, beisbol and pelota were the most searched the most in countries like the Dominican Republic, Puerto Rico, Cuba, Panamá & Venezuela. “Baseball runs in our blood. This represents a huge opportunity that brands need to take advantage of,” said Romano.