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Publicis NY New AOR for Pharmavite´s Nature Made® & Hispanic Foods Leader Cacique® Inc. Appoints GALLEGOS United & More Sales Leads

For prior Sales Leads editions, click here.

  • Pharmavite´s Nature Made®

Pharmavite´s Nature Made® has new agency. Pharmavite, a leader in the health and wellness industry, announced Publicis New York as agency-of-record for Nature Made® vitamins and 

Pharmavite´s Nature Made®supplements. Following a competitive review, Publicis New York was chosen as the marketing partner to catapult Pharmavite´s Nature Made® into the next decade leading their brand transformation, and building on the brand’s deep heritage of quality and trust with consumers.The Nature Made and Publicis New York marketing partnership scope includes the development of a fully integrated brand campaign across mass media, shopper marketing, eCommerce and social media. The remit also includes data analytics and measurement. Nature Made spent nearly US$32 million on media in 2018 and over US$17 million in the first nine months of last year, according to Kantar Media.

  • Cacique® Inc. 

Pharmavite´s Nature Made®Cacique® Inc. – an authentic Mexican food brand and leading producer of Hispanic style cheeses, creams, chorizos and salsas in the U.S., announced it has named agency GALLEGOS United as its agency of record (AOR) for advertising. GALLEGOS United will be Cacique’s lead agency driving overall brand strategy, creative development across all media channels & social media. The agency’s work on behalf of the brand is expected to begin immediately.Cacique Inc.’s appointment of GALLEGOS United comes on the heels of a competitive review among multiple agencies as part of its recent bolstered marketing efforts. As Cacique continues to extend its portfolio of authentic, high-quality Mexican foods rich in heritage and tradition to even more people across the country, the company ultimately elected to consolidate advertising efforts to a single agency with demonstrated success in reaching multiple diverse audiences with a unified approach.

 

  • Sprint

Last week, the Justice Department finally approved the merger between Sprint and T-Mobile. The combined company will certainly take new decisions as it relates to marketing strategy and the external vendors (media, agency, sponsorship, and other marketing service providers who support it). Check out our analysis here.

 

 

  • Escudo Águila Real (EAR)

Pharmavite´s Nature Made®Escudo Águila Real (EAR), a luxury tequila brand made in México, has named Upstreamers multicultural advertising as its´new AOR, Mediapost reports. The agency will handle strategy and creative for the business while raising awareness for the brand’s growing U.S. presence among diverse consumers.Agency Upstreamers is also working on projects for a number of brands including Disney, Bud Light, Ford, and Johnson & Johnson.

 

 

  • Scott Credit Union

Pharmavite´s Nature Made®Scott Credit Union—a member-owned, full-service financial institution—has appointed Denver-based independent-agency Cactus as its new agency of record.After securing a sponsorship of the 2019 Stan­­ley Cup winner St. Louis Blues, which includes name and likeness usage, placements in the Enterprise Center where the team plays, and exclusive product development, Scott Credit Union was seeking an agency with expertise in leveraging sports sponsorships for marketing campaigns. They approached Cactus, knowing of the agency’s reputation in this area.The relationship formally kicked off in early December, and the first work will break in April 2020.Cactus brought national attention to UCHealth by leveraging the reputation of Peyton Manning, the sports world’s most iconic representation of dedication to excellence and commitment to greatness. Founded in 1943, Scott Credit Union is a full-service financial institution providing financial services for individuals and businesses, including free checking accounts with interest, ATMs, credit and debit cards, new and used vehicle loans, mortgage loans, unsecured lines of credit, savings products, online banking, free online bill paying and much more.

 

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.

 

  • Cat’s Pride

Pharmavite´s Nature Made®Oil-Dri Corporation, a worldwide leader in producing, marketing and selling high-quality sorbent products for consumer and business to business markets, has named Cramer-Krasselt (C-K) as agency of record for Cat’s Pride, a cat litter and accessories brands, Mediapost reports. The appointment follows a a multi-agency review. Magnani served as the incumbent. C-K will be responsible for  the brand’s advertising, brand planning, public relations, social media and digital marketing. Media is handled by GYK Antler. Annual billings are around US$5 million.

 

 

 

 

This week, Starbucks’ CMO is leaving and Nextdoor is welcoming a new top marketer. 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.

 

New CMO’s For Nextdoor and Starbucks

Neighborhood-focused social network Nextdoor has hired former global CMO of Hyatt Hotels. Maryam Banikarim, who left Hyatt in May 2018, will resume the role of CMO at the San Francisco-based company. In her new role, announced today, Banikarim will also be tasked with managing Nextdoor’s communications and policy teams.

 

 

 

Starbucks has announced that CMO Matthew Ryan will step down from the role in March. Brady Brewer, Senior Vice-President of Digital Customer Experience, will replace him. Brewer has filled a variety of roles in the company since he joined 19 years ago.

 

 

 

 

Estrella Media, previously LBI Media, has announced that industry veteran Eddie León, Executive VP, Radio Programming, will look after the company’s 17 U.S. radio stations. His oversight also includes the Don Cheto Radio Network, home to the syndicated morning show “Don Cheto Al Aire,” which is based at the company’s regional Mexican “Que Buena 105.5” KBUE Los Angeles.

 

 

Vanessa Claudio has joined Telemundo’s afternoon gossip show “Suelta la Sopa” as co-host, has reported Media Moves. Originally from Puerto Rico, this is her debut on U.S. Hispanic television.

 

 

 

 

Yum Brands moves, Facebook expanding AR/VR team 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.

 

ViacomCBS has announced that George Cheeks will replace Joe Ianniello as CEO of CBS Entertainment Group, effective March 23. Cheeks joins ViacomCBS from NBCUniversal, where he most recently served as Vice Chairman, NBCUniversal Content Studios.

 

 

 

Taco Bell Corp. has named Nikki Lawson as its new Global Chief Brand Officer. Lawson, who has spent the past 20 years in KFC, will report to CEO Mark King. Both KFC and Taco Bell are part of Kentucky-based Yum Brands.

 

 

 

Pizza Hut U.S., another Yum Brands company, has named Kevin Hochman, who is also president of KFC U.S., as President of Pizza Hut U.S., according to Ad Age. Hochman has hired George Felix, former Director of Marketing for KFC Global, as CMO for Pizza Hut U.S.

 

 

 

Dunkin’ Brands has promoted Jill McVicar Nelson to Vice-President of Marketing Strategy at the restaurant holding group, parent of both Dunkin’ and Baskin-Robbins.

 

 

 

 

Facebook has hired former Eventbrite CMO Brian Irving to serve as head of AR/VR Product Marketing. Irving will help promote a range of new initiatives in the sector and will report to AR/VR CMO Rebecca van Dyck.

 

 

 

 

Amazon’s Alexa “Brand Voice” New Feature, Toyota’s “GO HIGHLANDER” Campaign & More Sales Leads

For prior Sales Leads editions, click here.

  • Amazon’s Alexa

AmazonAmazon’s Alexa’s Alexa has a new feature called “Brand Voice” that can be used to create a unique voice that represents a brand’s persona, Mediapost reports. Amazon’s Alexa customized voice feature can be created with the Amazon Polly team of artificial intelligence research scientists and linguistics. Amazon Polly is a cloud service of Amazon Web Services that converts text to lifelike speech.The team has been working with Kentucky Fried Chicken Canada and National Australia Bank to create unique Brand Voices.Amazon’s new initiative aims to make it easier for customers to interact with multiple voice assistants on a single device.

  • Toyota

Amazon’s AlexaThe marketing campaign for the all-new 2020 Toyota Highlander has officially kicked off. The “GO HIGHLANDER” campaign for the fourth-generation benchmark SUV will feature Highlander and Highlander Hybrid models that speak to the vehicle’s performance, dramatic new design and sophisticated detailing, making it the ultimate vehicle for those who are at the center of making memories.“Heroes”, an action-packed :60-second spot featuring actress Cobie Smulders and the all-new Highlander, ran in this year’s Big Game and officially kicked off the campaign. The spot was created by Saatchi & Saatchi.The fully-integrated Highlander campaign was developed using the Total Toyota (T2) model which provides multicultural insights aimed at a transcultural mainstream audience. T2 features a blended and cohesive marketing approach inclusive of multicultural marketing, bringing together its agencies into a total market model. The T2 agency team includes Saatchi & Saatchi, Burrell Communications, Conill Advertising and Intertrend, with Zenith placing TV and outdoor media buys.

  • Tricolor

Amazon’s AlexaTricolor announced a US$30 million equity investment from a global institutional investor to rapidly scale its technology-powered approach to the sale and financing of used vehicles.In 2018, financially underserved customers in America spent US$48 billion in fees and interest on subprime and Buy Here Pay Here (BHPH) auto loans, according to a recent report from the Financial Health Network. Tricolor is actively transforming the car buying experience and helping to eliminate unnecessary fees through a business model that aligns customer impact with business outcomes and leverages advanced technologies like artificial intelligence (AI) and machine learning.To date, Tricolor has disbursed nearly US$1 billion in affordable auto loans throughout California and Texas. With this infusion of funds, the company will rapidly scale its platform and retail network to expand availability for its guaranteed, high quality used vehicles and access to responsible auto financing options for Hispanic customers in new markets.For more than a decade, Tricolor has successfully scored no file and thin file Hispanic customers, as evidenced by five well-received ABS securitizations.The company will continue to expand this program alongside its growing dealer and financing network.Houlihan Lokey served as advisers to Tricolor on the transaction. Headquartered in Dallas, Tricolor and its affiliate Ganas Auto Group operate 36 retail dealerships across 12 markets in Texas and California, as well as a shared services center in Guadalajara, Mexico.

  • Bank of America 

Amazon’s AlexaBank of America has consolidating all external marketing services with Publicis Groupe. The agency’s dedicated unit called GroupeConnect will handle the business. Publicis Groupe’s Starcom has handled media buying and planning for Bank of America since winning the account in 2008.Bank of America spent over US$187 million in the first nine months of last year on marketing in the U.S., up from a little over US$183 million total in 2018, according to Kantar Media.

 

 

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.

  • Hasbro 

Amazon’s AlexaToy company Hasbro has consolidated its global media account with GroupM’s MediaCom. The WPP-owned agency has snatched the business from incumbent OMD. MediaCom will handle all the brands under Hasbro in all the markets it has a presence in. Prior to the consolidation, Omnicom Media Group’s OMD held the Hasbro account for 15 international markets including APAC and Europe, while MediaCom was overseeing Latin America.Brands under Hasbro include MARVEL, Power Rangers, Transformers, PlayDoh, My Little Pony, Star Wars, Sesame Street, Trolls and more. Hasbro overtook Mattel to become the world’s biggest toy company in 2017 following significant marketing spends. In 2018, the company posted global sales of US$US4.6 billion, according to reports.

  • OneWest Bank

OneWest Bank, CIT’s Southern California branch network, announced the launch of a new small business mobile app, a new platform to help small business customers seamlessly reach their financial goals.The OneWest Bank business app empowers small businesses to pay bills, digitally deposit checks, transfer funds between OneWest accounts, schedule appointments and locate the nearest branch. In addition, customers using the app can apply for funding to support their equipment financing and working capital needs directly from their mobile devices.OneWest offers a competitive range of products and account features designed to empower local small businesses. These include OneBusiness Interest Checking and Money Market Savings accounts. OneWest is also enabling customers to apply for equipment financing through its parent company CIT and its national Small Business Solutions division.In addition to its products and services, OneWest empowers local entrepreneurs through Launch + Grow, an ongoing partnership with the nonprofit Operation HOPE that includes a series of in-person workshops and classes for female small business owners.

Disney VS Netflix, consumers’ thoughts about Amazon, and retail marketing insights. A summary of the most relevant consumer insight 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.

 

  • There doesn’t seem to be a clear winner in the Disney VS Netflix fight yet. According to a new survey by Piplsay, half of Americans surveyed said Disney Plus is “as good as” Netflix. On the other hand, 28% said it’s not as good, while 23% said they think it is better. In addition, 37% of respondents said Disney Plus is better than Amazon Prime Video and Hulu. Also, about 42% said Disney Plus is as good as Hulu. Finally, 40% said Disney Plus is as good as Prime Video.

 

  • A survey by Convey of 2,000 U.S. consumers indicates a good amount of people don’t really like Amazon but shop there any way to get free shipping. The survey found that 24% of those surveyed had negative views of Amazon’s impact on the retail industry. In a similar way, 27% felt “very or somewhat” negative about the company’s effect on the environment. However, 21% of those respondents who worried about Amazon’s impact on the industry still bought half of their goods on its site. About 24% who thought Amazon’s practices are damaging to the environment also bought half their stuff there. 

 

  • According to the “State of Consumer Behavior Report 2020” from Raydiant, 69% of respondents said a good in-store experience is either important or very important to them. Almost two-thirds (62%) find store associates helpful. More than half (57%) of respondents said they would go to physical locations for exclusive discounts, but 23% said they would care for unique experiences. More than 68% of respondents searched for a better price online after finding a product at a physical store.

 

  • A survey of more than 2,200 U.S. adults from Morning Consult and PRWeek found 41% of Millennials like when brands show their commitment to social causes. However, 39% think companies are trying too hard to make it look like they care. About half (46%) of Baby Boomers and Gen X feel (42%) feel that companies “try too hard”. Finally, 35% of Boomers and 33% of Gen X like brands that “show off their commitment.”

 

  • A new report from agency Boston Digital titled ‘How Brands’ Social Media Impacts Consumers’ that surveyed 554 respondents found brands need to be entertaining online. Two thirds (65%) of consumers say they are more likely to purchase from a company they’ve followed for a month. More than half (54%) are ‘very’ or ‘extremely’ likely to look at a company’s social presence while researching a product. However, more than half (51%) said content needs to be relevant to them.

 

 

Domino’s® SuperBowl Winning Combination, Encanto to Expand Multicultural Products & More Sales Leads. 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. Check out last week’s Sales leads here.

 

  • Domino’s®

Domino’s® SuperBowlDomino’s® SuperBowl combo worked for pizza lovers, salad enthusiasts or football fanatics. Domino’s® SuperBowl winning combination included two or more items for just US$5.99 each: medium two-topping pizzas, Bread Twists, salads, Marbled Cookie Brownies, Specialty Chicken, Oven Baked Sandwiches, Stuffed Cheesy Bread, eight-piece orders of boneless chicken wings or pasta in a dish. Every year, Domino’s in-store team members dominate game day by delivering Domino’s® SuperBowl hot pizza to millions of households across the U.S. The biggest football Sunday of the year is one of Domino’s top five busiest delivery days of the year in the U.S.Domino’s typically sells about 2 million pizzas on game day – about 40% more than on a normal Sunday.While Domino’s stores throughout San Francisco and Kansas City will see high sales at the beginning of the game, the city of the winning team will likely see higher sales at the end of the night.During last year’s game, Domino’s® SuperBowl menu sold enough pizzas to stretch across about 6,000 football fields.

  • Hasbro
Photo: Licensed creative commons

WPP’s MediaCom is now the global media agency for Hasbro. MediaCom will now handle all of Hasbro’s media duties after taking the U.S. account away from Omnicom Media Group’s OMD.  MediaCom will now handle all the brands under Hasbro in all the markets it has a presence in. Brands under Hasbro include MARVEL, Power Rangers, Transformers, PlayDoh, My Little Pony, Star Wars, Sesame Street, Trolls and more. Prior to the consolidation, OMD held the Hasbro account for 15 international markets including APAC and Europe, while MediaCom was overseeing Latin America. The WPP shop, which looks after the brand’s media in other markets including China and Latam, wooed Hasbro with a consolidation deal, according to people with knowledge of the matter. MG has held the account since 2013. Global media spend for the brand is around $210 million, according to COMevrgence. A spokesperson for Hasbro said: “We’ve made the decision to consolidate media buying for Hasbro under a single agency in order to both drive efficiencies and to provide the best tools and resources for our current collective needs across our global business.”After a thorough review of the agency landscape and our current partnerships, moving forward, all of our global markets will be resourced exclusively through GroupM.”

  • Chipotle Mexican Grill, Inc

Chipotle Mexican Grill announced the Chipotle Aluminaries Project 2.0, an accelerator program designed to support ventures from across the country that are advancing innovative solutions to empower the next generation of farmers. The industry-leading program is sponsored by the Chipotle Cultivate Foundation in partnership with Uncharted, both nonprofit 501(c)(3) organizations. From now until March 11, 2020, farmer-focused companies may submit applications to join a new cohort of ventures that will receive eight months of customized support, including mentorship from industry leaders.The Chipotle Aluminaries Project 2.0 is seeking applicants (both for and non-profits) that provide a solution to one of the top challenge areas faced by young farmers, including access to land, finance, and labor. Solutions in AgTech, education, and wellness—with a focus on the next generation of farmers—will also be considered. This week, the brand was hit by a US$1.3 million fine over more than 13,000 child labor violations at its Massachusetts restaurants.Attorney General Maura Healey ordered the largest child labor penalty ever issued by the state against the Mexican restaurant chain after finding an estimated 13,253 child labor violations in its more than 50 locations.

  • Northgate Market

SuperBowlNorthgate Market, the family-owned and operated supermarket chain, alongside its agency Circus (part of MediaMonks, S4Capital’s content practice), launched a digital campaign featuring “behind-the-scenes” pre-roll ads that anticipate some of the biggest Super Bowl spots, reminding viewers that the products showcased in the ads they’re about to see come from Northgate, “those big game ads start with us .” The clever campaign exemplifies Northgate Market’s status as a challenger brand, pouncing on opportunity to win attention among giants in one of the most competitive moments in advertising-and without spending millions.Taking inspiration from Super Bowl ads that had been publicly released just a week ahead of the game, Northgate Market partnered with Circus to efficiently produce short, pre-roll spots that pre-empt the content viewers are seeking out. The expert play and strategic media placement gives Northgate Market an opportunity to join in on the national conversation and engage local shoppers by showcasing its relevant stock. Lizette Gonzalez-Rodriguez,  Manager, Social & Digital Media at Northgate Markets, is  a member of Portada´s Council System Brand Star Committee that will meet at Portada LA, April 2.

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.

  • Woodward Corner Market

Woodward Corner Market opened in the Woodward Corners by Beaumont commercial development at Thirteen Mile Road and Woodward Ave. in Royal Oak, marking the first small format store opened by Meijer in Metro Detroit. The market is focused on bringing customers a mix of fresh, local and convenient food at low prices.The 41,000-square-foot store offers a wide assortment of fresh and prepared foods. It hosts a Great Lakes Coffee coffee shop that specializes in nitro brews, an extensive beer, wine and liquor counter and an expansive international food aisle with eight ethnic backgrounds, including Middle Eastern, kosher, Hispanic, European and Asian foods.Woodward Corner Market is a new neighborhood grocery store operated by Meijer that focuses on bringing fresh food and value to customers in a market-like setting.

Multicultural marketing 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.

 

multicultural marketing moves at K12K12, a for-profit education company that sells online schooling and curricula, has appointed Adrian Jordan as Senior Director, Multicultural Marketing and Strategy. He previously filled the role of Director, Multicultural Marketing at Charter Communications. Jordan is a member of the Portada Council System of Brand Marketers.

 

 

 

 

multicultural marketing moves at Publicis GroupePublicis Groupe announced the appointment of Ronnie Dickerson Stewart to Publicis Groupe U.S. Chief Diversity Officer, effective February 3rd. In this role, Stewart will be responsible for driving the organization’s Diversity & Inclusion culture and initiatives in the U.S. She will also lead the Talent Engagement & Inclusion (TE&I) Council.

 

 

 

 

multicultural marketing moves at AB In-BevBaseball superstar Alex Rodriguez is the new Chairman and Co-owner of Dominican beer brand Presidente, owned by AB In-Bev. “Presidente is one of the most prestigious brands in the DR,” he told Forbes. “It’s unfortunate my father is not still here to watch this, but I think that he would be more proud of this partnership than my home runs.”

 

 

 

 

Bill Abbott, Chief Executive of the Hallmark Channel’s parent company Crown Family Networks, is to exit the business after 11 years. His exit comes shortly after a controversy over the company’s handling of an ad featuring a same-sex couple.​

 

 

 

 

 

Hulu CEO Randy Freer is set to step down from his role as leader of the streaming platform. The move comes after Disney looks to better integrate the streamer with its Direct-to-Consumer & International division under Kevin Mayer. Disney controls all of Hulu since its 21st Century Fox and Comcast deals.

 

 

 

 

Sales Leads: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

For prior Sales Leads US editions, click here.

  • TurboTax®

TurboTax “New Things”TurboTax®, an online tax preparation service from Intuit Inc., announced the launch of its Latino integrated marketing campaign “New Things” for tax year 2019, seeking to empower and educate Latinos nationwide. The campaign includes brand advertising, digital and social media, public relations and content partnerships. With TurboTax Live, Latinos can connect live to bilingual credentialed CPAs, Enrolled Agents, and Tax Attorneys, who can answer their questions in English or Spanish via one-way video. The best part is that tax filers can access TurboTax Live experts on-demand from the comfort of their own home. All People Are Tax People” integrated brand campaign includes Spanish-language spots New ThingsandAdvice,” which highlight bilingual tax experts who can answer tax questions, give tax advice or review returns line by line before filing, so customers can be confident their taxes are done right and getting their maximum refund. In addition to airing Spanish television spots on Univision, Telemundo, Azteca America, among others, TurboTax’s 2020 campaign will be complemented through the following:Bilingual Blog Content, Media Integrations, Influencer and Media Relations and #WeAllGrow Partnership(TurboTax along with #WeAllGrow Latina Network join forces to launch an educational digital campaign under the theme #SmartDinero). These efforts are being executed in partnership with Hispanic public relations agency, Havas FORMULATIN. John Sandoval, Senior Brand and Latino Marketing Manager at Intuit, is a member of Portada´s Brand Star Committee, whose next in-person meeting will be taking place at Portada Los Angeles on April 2.

 

  • McDonald’s 

McDonald’s announced the launch of a new career exploration mobile application called Archways to Careers that will help restaurant employees nationwide maximize education benefits and take the next step in their professional journey– whether at McDonald’s or elsewhere.  Built with long-standing partner, the Council for Adult and Experiential Learning (CAEL), and with support from InsideTrack, a national success coaching organization, McDonald’s will now be able to offer all restaurant employees a real-time career advising tool that connects them to InsideTrack’s professional and credentialed advisors to support, coach and help them chart a path to achieve the future job or career they desire.This effort builds on the successful Archways to Opportunity™ program from McDonald’s which enables restaurant employees to learn English language skills, earn a high school diploma, benefit from education and career advisors and receive upfront college tuition assistance up to $3,000 after just 90 days of employment.Through the Archways to Careers app, available for download now, restaurant employees will be able to understand the valuable skills they are developing, recognize their strengths and find local education and growth opportunities in a variety of careers. Archways to Opportunity has given out US$90 million in tuition assistance and supported 50,000 restaurant employees since 2015. 

  • LaLiga North America 

LaLiga North America released their newest documentary series, Soñando con LaLiga, which details the experience and progress of the best 17 players from the Allstate Sueño Alianza National Showcase while they traveled to Spain and competed against LaLiga academies and in front of LaLiga coaches and scouts. The players, primarily from underserved communities across the United States, would have been left out or overlooked by the traditional pay-to-play system of organized youth sports. The trip was the most recent initiative within LaLiga North America and Alianza de Futbol’s partnership, and continued LaLiga’s commitment to growing soccer in North America at a grassroots level and provide the Hispanic community opportunities they otherwise would not have access to via the game. The series explores the nuances of the trip and includes interviews with players, detailing their journey to discovery throughout the Allstate Sueño Alianza National Showcase and what led them to this trip, their backgrounds, and their expectations for the future.Allstate Sueño Alianza is the largest scouting program in the United States and allows Hispanic soccer players across U-14, U-17, and U-20 categories the opportunity to be observed by coaches and scouts from LaLiga, US Soccer, FMF, MLS, USL, Liga MX, and the best college programs in the country. Between May and September, every year the program tours in 10 cities throughout the United States and with the registration of over 5,000 players. 

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.

  • Travelpro luggage

Travelpro luggage, the luggage manufacturer brand invented founded by a  Northwest Airlines pilot and recommended by frequent fliers, has appointed United Collective as its new AOR.The Huntington Beach, Calif. based agency  will provide brand strategy, creative, digital advertising and content for Travelpro. The global luggage market was worth US$19.4 billion in 2017, according to Statista.

 

Gap CMO out, FabFitFun steals Netflix’s Marketing VP 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.

 

 

GAP CMOGap CMO Alegra O’Hare has left the company after less than a year on the post. The company also announced that Neil Fiske, Gap brand President and CEO, is stepping down from his role.

 

 

 

 

Subscription box service FabFitFun has named Louisa Wee as its first Chief Marketing Officer. She previously filled the role of Vice-President, Marketing Strategy, Analysis and Programmatic Media Buying at Netflix. In her new position, Wee will oversee the strategy and execution of the company’s marketing plan globally, as well as leading on brand, content and creative.

 

 

 

 

JPMorgan Chase has promoted Leslie Gillin from President of Co-Brand Credit Cards to Chief Marketing Officer, replacing Kristin Lemkau. Gillin previously held the role of Chief Marketing Officer title at Citi’s consumer business from 2014 until 2016.

 

 

 

 

The Community has appointed Frank Cartagena as Chief Creative Officer. He’ll oversee all creative output for the multicultural agency’s New York-based clients. Cartagena replaces Bobby Hershfield, who served as VP and Executive Creative Director of The Community’s New York office before leaving last year. Cartagena most recently served as Executive Creative Director at 360i, part of Dentsu Aegis Network.

 

 

 

Katz Media Group has promoted Rick Ramos to Senior Vice President of Multicultural Partnerships, effective immediately.  In his new role, Ramos will oversee the creation of dynamic multicultural audio marketing campaigns with national scale and local execution across all of Katz audio partners, which includes Univision, Radio One and Entravision.

 

 

 

Travis Freeman has been appointed Global Head of Media by Uber. He previously served as Executive VP of Media at Vayner Media. Now he will report to Thomas Ranese, VP of Marketing at Uber.

 

 

 

 

 

Sales Leads: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

For prior Sales Leads US editions, click here.

  • Pepsi

Pepsi and Telemundo’s integration Pepsi announced an integration with Telemundo’s highly-anticipated second season of “La Voz,” the Spanish-language edition of NBC‘s award-winning hit series, “The Voice.” As the show’s first-ever beverage sponsor and prizing partner, Pepsi will take the season two stage by storm, unapologetically celebrating Latin music and the talented phenoms giving everything to become the next big musical superstar. Pepsi will level up the season two “La Voz” prize, bringing the original US$100k grand prize up to an epic US$200K.The integration will span the blind auditions, battle rounds and live performances. It will feature cups branded with Pepsi in the coaches’ chairs and include Pepsi branding across a number of touchpoints: multi-screen presence throughout the season, in-show and out-of-show custom activations on linear and social and prominent thematic storylines woven throughout the season. The integration will also bring to life and feature the newest U.S. Pepsi campaign tagline, “That’s What I Like” (“Es Lo Que Quiero”). Launched earlier this month, the new tagline is the brand’s first in two decades. Pepsi unveiled five new national commercials to launch the new tagline, three of which were developed in partnership with the Pepsi brand’s Hispanic agency, Alma (“DJ BBQ,” “Subway,” and “Lavandería). The spots will air across English and Spanish-speaking properties to reach the brand’s ever-growing fusionista fans, Latinos celebrating and blending their Hispanic and U.S. cultures. OMD is the media agency behinf this effort. For more information on the partnership, check Portada´s recent interview with Esperanza Teasdale, VP & General Manager, PepsiCo’s Hispanic Business Unit Marketing.

  • Dermablend Professional

@Pepsi Latest Integration with@Telemundo, @DermablendPro Selects BODEN & More #SalesLeads @LaVozUS @AFCU @realsaltlake @Ford as its public relations agency of record (AOR). BODEN will be responsible for media relations, executive positioning and thought leadership for the #1 dermatologist recommended coverage brand.Dermablend’s mission is to serve as a tool of empowerment on every skin journey to feel beautiful with and without makeup, uniquely allowing consumers the power of choice. Understanding that inclusion goes beyond skin tone, Dermablend also provides solutions for skin indications ranging from acne to scarring, burns and vitiligo, among many others. Born at the intersection of dermatology and makeup artistry, Dermablend combines high-performance pigments and dermatologist-created standards to create products that are safe for all skin types, tones and conditions.BODEN’s mission is to help brands Lead with Culture™. The independent female-led agency works with brand leaders such as Target, McDonald’s and UnitedHealthcare on building purpose-driven campaigns, led by data and cultural insights.

  • Leidos/MLS

Leidos, a FORTUNE® 500 science and technology leader, announced it has extended its Presenting Partner agreement with D.C. United as the team’s exclusive jersey sponsor through the 2021 season. The agreement extends the reach of the Leidos brand with a savvy soccer audience both domestically and internationally. Additionally, Leidos will support soccer at the grassroots level through jersey sponsorships with various youth soccer clubs in Virginia, Maryland, West Virginia, and Alabama.Under the agreement, the Leidos logo will continue to be prominently featured on the front of the team’s jersey, displayed throughout Audi Field and all of the team’s marketing and media assets. The sponsorship will also enable both Leidos and D.C. United to continue engaging the community and charitable partners through events like Armed Forces Week, a custom program aimed at thanking military members and veterans for their service. With the opening of Segra Field for the Black-and-Red’s new USL Championship affiliate, Loudoun United FC, and the scheduled opening of D.C. United’s new training facility in Leesburg, Va., in Fall 2020, D.C. United and Leidos will have additional touchpoints to engage with local communities and fans.One of the founding clubs of Major League Soccer in 1996, D.C. United are one of the most decorated teams in the United States with 13 domestic and international trophies.

 

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.

 

  • America First Credit Union/ MLS

Real Salt Lake is proud to announce a long-term extension to its partnership with America First Credit Union (AFCU). With the extension, America First Credit Union will become the Official Credit Union of Real Salt Lake, Utah Royals FC and Rio Tinto Stadium, and will also have a significant partnership with the 2019 USL Championship title-winning Real Monarchs and the RSL Youth Development Academy.The partnership extension will provide more exclusive America First Credit Union member-only benefits and connectivity with fans, and generate deeper, stronger and better market-wide promotions – including AFCU/Real Salt Lake and AFCU/Utah Royals FC co-branded credit and debit cards. Building on a long-standing partnership between the club and AFCU that has seen numerous activations at Rio Tinto Stadium, including in the America First Credit Union Pavilion, the two Utah community leaders will now extend their relationship to include promotions with the America First Charitable Foundation and the RSL Youth Development Academy.The Ogden, Utah-based institution is one of a handful of credit unions to align themselves with an MLS club. Many credit unions have elected to partner with MLS teams partly because it has historically been cheaper than sponsoring teams in larger leagues. America First has become one of the largest, most stable and most progressive credit unions in the country, and has remained a member-owned, not-for-profit cooperative financial institution. Today, America First has 131 locations, and is the ninth largest credit union in assets in the United States with over US$11.7 billion, and the sixth largest credit union in membership in America with more than 1,071,000 members.

  • Ford

Ford has announced that it has launched a new advertising campaign for the all-new 2020 Ford Escape. The first of the new commercials, an effort of agency BBDO, is called “Built Street Smart,” and it will be running across broadcast, digital, social media and print channels. . The commercial talks about the all-new Escape and the features it offers along with driver-assist technology and hybrid power option.The voice-over actor in the commercial is Brian Cranston. He touts the 2020 Ford Escape Hybrid with its best in class range of over 582 miles per tank of fuel. The commercial also promotes the available Ford Co-Pilot 360 technology and shows the pop-up HUD that comes out of the dash of some models.Ford says that it will have spots debuting later this month specifically for African-American(from Uniworld Group) and Hispanic audiences(from Zubi) celebrating “smart, powerful women,” and Angela Bassett will voice those commercials. One of the models that Ford is most eager to sell is the Escape PHEV.ker.

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.

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.

Laura SaldivarEntravision 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.

 

Robert RubalcavaPrisa 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.

 

Sales Leads: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

For prior Sales Leads US editions, click here.

  • La Tortilleria  

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.

 

  • Re/Max 

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/Ford 

"The New Power Suit" Multiplatform CampaignMeredith Corp. brands Health, Better Homes & Gardens, Travel + Leisure, People and Food & Wine in partnership with Ford Motor Company are 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.

 

  • Tantillo Foods

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

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.

The quick-service-restaurant industry is one of the sectors that are expected to continue growing steadily in the U.S. As competition multiplies, QSR marketing needs to become more precise, and tailored for specific audiences. 

What Does QSR Marketing Mean?

Quick-service restaurants are those where consumers pay for food before eating. In the U.S., QSRs typically sell burgers, sandwiches, ethnic foods, pizza, pasta, and chicken. This industry excludes coffee and snack shops. In recent years, QSRs have started to diversify as a result of evolving consumer behavior and preferences. Thus, the space has become more crowded.

QSR brands have to be smart about their marketing. They already have two main advantages: low prices and convenience. Even though the category has performed well recently, as shown by the US $273 billion in revenue and an average yearly growth of 4.1% in the last five years, heavy competition forces QSR operators to differentiate in a fierce battle where smarts mean everything. 

QSR Marketing expert
Alex Tokatlian

One way to be outstanding is by offering outstanding experiences. In the words of Alex Tokatlian, Brand Marketing Director at Marco’s Pizza and until late 2019 Advertising Manager at Domino’s Pizza*,  “experience matters a 100%. It’s different for our category because people are mostly enjoying their pizzas outside of the restaurants. They get it delivered to their home, but we do everything we can with technology to make the experience as easy and as seamless as possible. We’ve done things like Domino’s Hot Spots, that mean you don’t need a specific address to receive a pizza, you can have it delivered to the beach, the park, etc. We find ways to bring meaningful service innovation to life, just to make that pizza experience easier and faster.”

Experience matters a 100%.It’s different for our category because people are mostly enjoying their pizzas outside of the restaurants.

How Quickly is the QSR Marketing Industry Growing?

The QSR industry in the United States is forecasted to reach US $731.8 billion by 2024. The main factor driving the industry growth is the digitalization of food services, including anticipated reservations, orders, and online payment. This is a great opportunity for marketers, as digital advertising is expected to grow from 36.1% in 2019 to 43.8% of total QSR Marketing by 2023.

In 2018, McDonald’s was the top spender within the category. With US $761 million spent in ad expenditures, the chain was way ahead of brands such as Domino’s, on the second spot with US $418 million, and Taco Bell on the third spot with US $415 million.

QSR Marketing Top Spenders
Top 10 QSR Marketing Spenders. Source: Statista

What’s the Role of Technology?

A recent report by the National Restaurant Association used a forecasting approach based on questionnaires sent to experts to predict the future of QSRs by 2030. Three out of five developments center around technology: mobile payments, handheld payment terminals, and a majority of digitally-placed takeout or delivery orders placed digitally.

QSR marketing exampleEvidently, QSR marketing should take this into account. We asked Alex Tokatlian about how Domino’s is taking advantage of technology to improve marketing. He told Portada about their ground-breaking initiative “Points for Pies”, a loyalty program that rewards consumers of the pizza category regardless of where they eat. “It was a big effort right before the super bowl, the first of its kind as far as we know,” shared Tokatlian. “I don’t think there’s been another brand willing to reward consumers for participating in the category, not specific to the brand.”

Also, the program is completely mobile-based and uses artificial intelligence. “We know technology is highly relevant in the multicultural segment, and we had the experience available in Spanish as well,” commented Tokatlian. “It was also our first time using AI in this capacity. We had a “Pie-dentifier” built into the app, which scanned the images you put it on and it had to decide whether it was pizza or not. If it was pizza, we awarded the points to the customer.”

QSR Marketing and the Multicultural Opportunity

According to recent data, 40% of America’s population will be multicultural by 2021. Also, Hispanics account for 20% of QSR sales. “Hispanics are also more family-oriented when eating out,” mentioned Geoscape CEO César Melgoza to QSR magazine. “Half of Hispanic restaurant visits from Spanish-dominant Hispanics include parties with children, and one-third of visits from English-speaking Hispanics include children. This is compared to only 29% of non-Hispanic families who bring their children to restaurants.”

QSR Marketing expert
Aisha Burgos

Moreover, QSRs are important to Hispanics not only in the U.S., but also in their origin countries. “The QSR category is very relevant for Hispanics,” shared Aisha Burgos, SVP of Digo Hispanic Media. “In Puerto Rico we estimate that there are 1,300 quick service restaurants in an island that measures 100×35 miles. According to Scarborough, 88% of the population of Puerto Rico have visited a QSR in the past 30 days. We see how these restaurants are using omnichannel strategies. They’re trying to connect with the right person at the right moment with the right message.

 

 

Why Digitalization is the Key According to Digo Hispanic Media

Burgos agrees that digitalization is a crucial component of QSR marketing growth and efficiency. “In digital, we’re seeing a lot of different strategies that include high impact display banners when they are launching a new product,” she explained. “This is a very effective strategy since it helps them create awareness in the first stage of the funnel. Some examples of high impact banners that they use include formats like the interscroller, rich media, takeovers, and video. We also see how they use day parting in a very effective manner to showcase their menus and products in the correct context for the user.

These restaurants are using omnichannel strategies to ensure they connect with the right person at the right moment with the right message.

Actually, Digo Hispanic Media is seeing an “always on” approach with QSR marketing. “They need the reach and frequency to stay relevant in a competitive landscape,” said Burgos. “In our sites we’ve seen an average of .30% CTR for this category, which is really good since most of these banners don’t necessarily have a clear CTA. Their main focus is to drive traffic to their locations, not their sites. With 90% of traffic coming from mobile, QSRs are very clear that they need to be in mobile.”

 

Brands Know How Important Multicultural Consumers Are

The growth potential and buying power of Hispanics make of this group the most important multicultural audience. For Domino’s Pizza, it’s important to really make Hispanics like they’re included in the brand’s marketing. “We always have to keep an eye in how media consumption habits are changing, the best way to reach the consumer and also what’s most effective for our franchisees,” said Tokatlian. “So we’re always trying to understand media behavior and how to reach different audiences. Specifically for multicultural audiences, we think tailored messages make more sense. We’re very disciplined in our approach, we’re very much into the data, we test and learn everything to make sure the investments we’re making are effectively driving sales.

A customized message is important, but you have to find a balance between broad general marketing and where it makes sense to send a more nuanced message.

In fact, Hispanics are a very important part of business for Domino’s. “As a national brand we have a footprint all over the country in major cities, especially in markets with high Hispanic populations; 20% of stores are in high Hispanic markets and those stores account for 25% of our sales,” shared Tokatlian. “For the multicultural segment, we did a spot featuring an employee explaining the ‘Points for Pies’ program. He goes around different situations and different parts of the city showing ways in which people enjoy pizza. We had a corner slice shop, eating pizza at home with the family… We used examples that are relevant for that audience, beyond just language.”

Furthermore, Domino’s genuinely cares about giving back to the community. Their employees have the possibility to become franchisees, and 90% of Domino’s franchisees started off working at a store. “The people that are franchisees have come from within, they have grown at our stores,” told Tokatlian. “Often they end up serving the communities that they came from. In terms of our national footprint in Hispanic communities, you do get a lot of multicultural franchisees.”

How to Reach Those Multicultural Consumers?

The first obvious answer is data. For Domino’s Pizza, data has been important since before it was smart. As Alex Tokatlian explained, “We needed people’s addresses and phone numbers. We also look at their order preferences to offer improved experiences. Knowing what they like, how they order, how they use our website… It’s very important for us to understand our consumers. The experience is customizable, there are always certain toppings that certain markets order more.”

Furthermore, said Tokatlian, it’s very important to test and learn. “Everything we do, we put the rigor up front to test and measure if things are working or not, which allows us to be more efficient and effective in marketing and media strategies. That’s my best advice. It requires some inspiration but also a sense of discipline. Trying to think ultimately what will be the best thing to drive the business and engage with customers in a way they want. A customized message is important, but you have to find a balance between broad general marketing and where it makes sense to send a more nuanced message. It’s all about being disciplined, leveraging data and taking a measured approach to things.”

* Alex Tokatlian was interviewed for this story in the summer of 2019

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.

For prior Sales Leads US editions, click here.

  • FCA/Peugeot
FCA & Peugeot to Merge
Fiat Chrysler Automobiles and Peugeot S.A. will merge.

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

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 
SNICKERS/Madden NFL (esports)
SNICKERS is new Madden NFL 20 Club Championship official sponsor

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.

  • Kellogg’s
Kellogg’s
Kellogg’s Frosted Flakes®‘ Mission Tiger™ teamed up with The DICK’S Sporting Goods Foundation (DSGF).

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.
SouthNorte Beer Co
SouthNorte Beer Co. secures investment led John Gallegos.

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, with Coronado 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 the United 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 compare pricing 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.

connect with caribbean hispanics
Augusto Romano, CEO at Digo Hispanic Media.

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 players in 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.

Individual Promotions

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.

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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.
Josh Rawitch
Josh Rawitch, Sr. Vice President, Content & Communications at team Arizona Diamondbacks.

“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.

As a matter of fact, Digo Hispanic Media recently announced their exclusive partnership with NGL Collective, focused on custom content generation.

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.

Brands’ Approach

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.