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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

For prior Sales Leads editions, click here. 

  • Northgate Gonzalez Market

Northgate Market, a family-owned and operated Hispanic supermarket chain with 40 stores throughout Southern California, has named Circus its agency of record (AOR) effective immediately.Circus will help the Northgate Market brand develop integrated and strategic advertising campaigns designed to differentiate Northgate in the competitive Southern California market.
“We are thrilled with the opportunity Northgate Market is giving us as its AOR. We are confident that by partnering our marketing experience in the U.S. along with our data driven creative teams and Northgate Market’s knowledge of their business and customers, we can create high impact, effective work and help Northgate Market boost their business”, said Bruno Lambertini, founder and CEO of Circus & Portada´s Council of the Americas board member.

  • Estrella Jalisco

As soccer fever takes hold, Estrella Jalisco, the Official Beer of the Mexican National Team (MNT), is launching a campaign to encourage soccer fans in North America to unite and root for the only North American team at the 2018 FIFA World Cup™ – the Mexican National Team. To mark the official launch, soccer legends Alexi Lalas of the United States, Luis Hernandez of Mexico and Canada’s Dwayne de Rosario will sign the North American Adopted Football Team Agreement, which celebrates what unites the continent and pledges soccer loyalty to Mexico for the 30 days of the FIFA World Cup™ tournament, beginning June 14. The official signing will take place in Los Angeles. With the United States and Canada not competing at the 2018 FIFA World Cup™, Estrella Jalisco sees an opportunity for neighbors to unite. Fans who root for the MNT by using the hashtag #VamosPorLaEstrella will be entered for the chance to win various prizes including one grand prize of becoming an official Estrella Jalisco ambassador for the next four years with access to unlimited Estrella Jalisco and access to the MNT Tour games in the United States.

  • PUMA

Puma, designer and manufacturer of athletic and casual footwear, apparel and accessories, has kicked off a global media pitch, according to people familiar with the matter.Until May, Puma was part of Kering, a Paris-based marketer of luxury goods including leather goods, fashion, shoes, jewelry and watches under such brands as Gucci, Saint Laurent and Bottega Veneta. Kering last month spun off Puma as a standalone public company, reducing Kering’s stake to about 16 percent from 86 percent. Publicis´ Blue 449 is the incumbent on the account.Puma’s global media spending is around US$120 million.

 

 

  • Comcast’s Xfinity X1

Comcast’s Xfinity X1 cable platform announced a bilingual FIFA World Cup viewing experience, with video features that integrate both Fox‘s and Telemundo‘s coverage of the June 14-July 15 tournament in Russia. Screens, menus and voice commands will be available in both English and Spanish, with full-game replays, highlights, web video, real-time analytics and on-screen stats rounding out the experience. Also, Xfinity for the first time is adding sports notifications for TV and mobile. It will be a great test for fans of the sport who may have had to turn down the volume and follow their favorite brands when the language, especially Spanish, did not fit the household.Via the Xfinity Stream app, Comcast subs will also be able to view live matches offered on Telemundo, Universo, Fox and FS1 and access game replays and highlights on an on-demand basis.Comcast said it will also, for the first, time, let its pay TV customers receive notifications on TVs and smartphones when their favorite team is about to hit the pitch. In the smartphone setup, users can receive text messages with the alerts and a direct link to the Xfinity Stream app, Comcast said.

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

 

  • The Boston Beer Co.

Omnicom´s Hearts & Sciences has won Boston Beer Co. US$50 million media account. The firm brands include Samuel Adams, Angry Orchard and Twisted Tea, Adweek first reported. Publicis Groupe’s Zenith was the incumbent media agency. Boston agency MMB is the Boston Beer creative agency and was not part of the review.

 

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Randy Falco, president and CEO at Univision since 2011, is stepping down at the end of the year. Reportedly, he has decided to retire as this year is his 65th birthday. The announcement comes a day after the Wall Street Journal first reported on Tuesday that the Univision board had been considering replacing Falco, and just months after the executive signed a two-year extension to his contract in November. According to The Wall Street Journal, Univision’s “board is girding to search for new leadership and is undertaking a business review that could lead to large cost cuts, people familiar with the matter said, on the heels of the Spanish-language broadcaster canceling its initial public offering.”

 

 

Univision has promoted Peter Lori to CFO. He had been a deputy under Francisco Lopez-Balboa and has served in a variety of roles since joining the company in 2005, including as an interim CFO.

 

 

 

 

Dentsu Aegis Network’s McGarryBowen has announced that Patrick Lafferty is its new U.S. president, replacing Simon Pearce who recently left to join J. Walter Thompson as CEO of North America.

 

 

 

 

Amy Morris has been named VP of news at WNBC New York. Morris will lead all day-to-day news operations at NBC’s flagship station, including weather, investigative and consumer teams.

 

 

 

 

Alistair Macrow, formerly senior VP, CMO at McDonald’s UK, has been promoted to a global marketing role based in London. Macrow started this week as CMO for high growth markets, covering China, Hong Kong, Italy, Poland, Russia, South Korea, Spain, Switzerland and the Netherlands.

 

 

 

 

The Estée Lauder Companies Inc. has brought on two industry leaders to fill key roles in brand and retail. April K. Anslinger has joined the organization as Senior Vice President/General Manager, Aveda–North America.

 

 

 

 

 

Andrea Dorigo has joined Estée Lauder as Senior Vice President, General Manager, Global Retail.

 

 

 

 

 

VCCP has looked within its own ranks to restructure its leadership team with the announcement of a new management line-up. Michael Sugden has been promoted from chief executive of the VCCP agency to chief executive of VCCP Partnership. VCCP managing director Andrew Peake will step up to take his role as agency chief. They will be joined by Julian Douglas, vice chairman of VCCP Partnership, who takes on additional responsibility for “identifying and realizing future revenue streams” for the business. And Hannah Fitz-Gerald who will assume the role of managing director of VCCP respectively.

 

Mitsubishi has appointed Fred Díaz as new CEO for the North America region. He joins the company with over 10 years of experience in the car industry.

 

 

 

 

Nancy Dubuc has decided to step down from her role as A+E Networks’ president and CEO. Effective April 16, Abbe Raven, chairman emeritus and former CEO of A+E Networks, takes over as acting chair. Dubuc is reportedly set to become the CEO of VICE Media, taking over from co-founder Shane Smith.

 

 

 

 

Carlos Espíndola (3M), Denisse Guerra (Estée Lauder), Martín Jones (L’Oréal) and Borja Beneyto (Starcom MediaVest) give Portada an exclusive look at their Latin American marketing and media 2016 forecasts.

Carlos Espíndola, 3M: Efficiency and Effectiveness

“My expectations for 2016 are efficiency and effectiveness. The situation in Latin America in terms of politics and economics is very complicated, and companies need to make efficient

Carlos Espíndolainvestments in advertising to have a greater and better impact. Media outlets and agencies must develop greater empathy for advertisers and their realities, and advertisers must develop the ability to be more effective, productive and relevant. It’s no longer necessary to invest millions in different media outlets: the most important thing is to develop automated marketing plans that guarantee a return on investment for consumer outreach programs.”

 

Denisse Guerra, Estée Lauder Companies: Full-Fledged Development of E-Commerce

“Our expectations as a company and as specific brands will be the exhaustive development of our e-commerce business for our retailers (especially the fragrance brands that we license). For our prestigious brands, which Denisse Guerrahave traditionally done business in physical stores, it is a great opportunity to recruit new clients through online media and reward our loyal consumers. Of course, we will continue to develop strategies to keep providing a “high-touch” service to all of our clients in physical stores, but we must work on strategies so that this “high touch” can be transmitted through our e-commerce and social media as well. In the fragrance area, it will be very important to develop creative communication strategies for digital media that can substitute the consumer experience of going into the store to smell aromas, creating a digital environment that makes the consumer want to find out more and then receive samples or decide to make a trip to a physical location.”

We must work on strategies so that this “high touch” service can be transmitted through our e-commerce and social media as well.

Martin Jones, L’Oreal: Marketing Automation, Content Marketing and Mobile Marketing

“The majority of expectations for 2016 were trends in 2015; what we hope is that these trends consolidate this year. Expectations for 2016 are very clear for the digital world: automated marketing,  microtargeting and personalization are at the Martin Jonescenter of digital strategies. It is increasingly necessary to direct personalized communication and content to consumers; impacting audiences precisely according to their behaviors is the key to media ROI (here there are two key factors: email marketing and predictive analysis), and on the other hand, programmatic buying will become significant in 2016. Content marketing: the video ad forms part of any advertiser’s agenda as an extension of his or her TV, but more than anything through productions designed for the digital world (at a lower cost to generate a larger volume of content). Another important point on the agenda is data-driven marketing: finding important insight from all information obtained from audiences and programs is vital to decision-making. We must know our consumers. Mobile marketing: today, everything has to start on mobile. Geolocalization and transactional experiences are the motor for deepening the mobile experience. Electronic PR will form part of the content agenda of every brand, and the curation and distribution of content is increasingly relevant to win the battle of earned media. The wearables market and its outlook for the future will see growth into 2020. Inbound marketing or “attraction marketing” will be articulated through different resources: blogs, podcasts, vídeos, ebooks, boletines, whitepapers, optimization techniques for search engines (SEO) and social media.”

Borja Beneyto,Starcom MediaVest Group: Data Management

Borja Beneyto“I believe that 2016 will be the year in which the industry will become more sophisticated in its data processes, tools and products. This is something that will turn data management into not only a commodity in terms of services, but also in an audited base for businesses to generate sequential communications, total investment efficiency in multi-disciplinary media and above all, precision marketing. On the other hand, we will see more advanced search models appear through the results of e-commerce on demand, the evolution of content aggregators, the unstoppable advance of mobile thanks to messenging, the added value of social media to maximize the sales funnel and intelligence applied to photography archives.”

Data processes will not only turn into a commodity in terms of service, but also in an audited base for businesses to generate sequential communications.

So there you have it: the opinions of important brands and agencies in the region. Shortly, we’ll be releasing the 2016 marketing and advertising forecast from the Latin American media owners perspective.

 

CHECK OUT: 2015 LatAm Marketing Highlights According to Estée Lauder, Viacom, Starcom, L’Oreal, Zoomin.TV, 3M….

Major news about our 7th Annual Latin American Advertising and Media Summit preceded by the Latin Online Video Forum in Miami’s Hyatt Regency Hotel on June 3-4, 2015. Portada Editorial Board Members Carlos Espindola, Digital Head Latin America, 3M, Denisse Guerra, Regional Marketing Director Latin America, The Estee Lauder Companies Inc., Ruben Leo Sarmiento, ‎Marketing/Digital Marketing Director / Mexico & International at Genomma Lab, Jose Ruiz, Director, LAD Advertising & Online, Oracle and Raquel Solorzano, Regional Media Director, Diageo will provide 50 votes per category and add to the votes of Portada’s Audience at our 2015 Latin American Advertising and Media Awards. Winners to be announced during the 2015 Portada LatAm Advertising and Media Summit in Miami on June 3-4 (#Portadalat)! For Award Categories and the milestones of the pathbreaking Award Program see below.

Latam-Awards-450x253“Peer to peer recognition is the essence of Portada’s renowned Award program. Portada’s audience of thousands of marketers in Latin America and the U.S. will nominate and vote for their favorite candidates. In addition, our Editorial Board of top-notch brand marketers will add their votes to determine the winners!”, says Marcos Baer, publisher of Portada.

Portada Awards

2015 CATEGORIES:

  • Top Panregional Integrated Advertising Campaign
  • Top Latin American Online Video Campaign
  • Top Latin American Print Advertising Campaign
  • Top Latin American Content Marketing Campaign
  • Top Latin American Digital Media Agency
  • Top Latin American Media Buying Agency
  • Top Marketer to Latin American Audiences
  • Top Latin American Digital Innovator
  • Top Content Provider to Latin American Audiences
  • Top Panregional Advertising Campaign
  • Top Panregional Marketing and Media Professional

 

PLUS, NEW THIS YEAR: 

  • “Grand Winner” (most voted Winner of above Award Categories)

CALENDAR AND PROCEDURE

MARCH 16-APRIL 3: Nomination Period

Nominations for the 11 categories are open for submission. Nominations will be accepted online by applying here: https://www.portada-online.com/events/summit/awards.
For assistance with any questions or comments about submissions, please email:  Awards@portada-online.com

 

APRIL 13-MAY 1: Voting Period

 

MAY 13: Finalists are announced

Finalists are the top 3 most voted nominees per category. Portada’s Award Jury then will cast the final votes. Winners will be announced at Portada’s Award Ceremony on June 4, 2015. The Award Winner with most votes of the 11 categories is the 2015 Grand Winner.

Portada’s Editorial Board Members (Award Jury):

  • Carlos Espíndola, Gerente eHub Latinoamérica, 3M
  • Denisse Guerra, Directora de Marketing Regional para América Latina, The Estée Lauder Companies Inc.
  • Ruben Leo Sarmiento, Marketing/Digital Marketing Director / Mexico & International at Genomma Lab
  • José Ruiz, Director, LAD Advertising & Online, Oracle
  • Raquel Solórzano, Directora de Medios Regionales, Diageo

 

JUNE 4: Award Ceremony

Join us at Portada’s 7th Annual Latin American Advertising and Media Conference on June 4, 2015 for our Award Ceremony. The Ceremony will also be streamed online. Stay tuned and follow #PortadaLat for updates!

 

Major news about our 7th Annual Latin American Advertising and Media Summit preceded by the Latin Online Video Forum in Miami’s Hyatt Regency Hotel on June 3-4, 2015. Portada Editorial Board Members Carlos Espindola, Digital Head Latin America, 3M, Denisse Guerra, Regional Marketing Director Latin America, The Estee Lauder Companies Inc., Ruben Leo Sarmiento, ‎Marketing/Digital Marketing Director / Mexico & International at Genomma Lab, Jose Ruiz, Director, LAD Advertising & Online, Oracle and Raquel Solorzano, Regional Media Director, Diageo will provide 50 votes per category and add to the votes of Portada’s Audience at our 2015 Latin American Advertising and Media Awards. Winners to be announced during the 2015 Portada LatAm Advertising and Media Summit in Miami on June 3-4 (#Portadalat)! For Award Categories and the milestones of the pathbreaking Award Program see below.

Latam-Awards-450x253“Peer to peer recognition is the essence of Portada’s renowned Award program. Portada’s audience of thousands of marketers in Latin America and the U.S. will nominate and vote for their favorite candidates. In addition, our Editorial Board of top-notch brand marketers will add their votes to determine the winners!”, says Marcos Baer, publisher of Portada.

Portada Awards

2015 CATEGORIES:

  • Top Panregional Integrated Advertising Campaign
  • Top Latin American Online Video Campaign
  • Top Latin American Print Advertising Campaign
  • Top Latin American Content Marketing Campaign
  • Top Latin American Digital Media Agency
  • Top Latin American Media Buying Agency
  • Top Marketer to Latin American Audiences
  • Top Latin American Digital Innovator
  • Top Content Provider to Latin American Audiences
  • Top Panregional Advertising Campaign
  • Top Panregional Marketing and Media Professional

 

PLUS, NEW THIS YEAR: 

  • “Grand Winner” (most voted Winner of above Award Categories)

CALENDAR AND PROCEDURE

MARCH 9-APRIL 3: Nomination Period

Nominations for the 11 categories are open for submission. Nominations will be accepted online by applying here: https://www.portada-online.com/events/summit/awards.
For assistance with any questions or comments about submissions, please email:  Awards@portada-online.com

 

APRIL 13-MAY 1: Voting Period

 

MAY 13: Finalists are announced

Finalists are the top 3 most voted nominees per category. Portada’s Award Jury then will cast the final votes. Winners will be announced at Portada’s Award Ceremony on June 4, 2015. The Award Winner with most votes of the 11 categories is the 2015 Grand Winner.

Portada’s Editorial Board Members (Award Jury):

  • Carlos Espíndola, Gerente eHub Latinoamérica, 3M
  • Denisse Guerra, Directora de Marketing Regional para América Latina, The Estée Lauder Companies Inc.
  • Ruben Leo Sarmiento, Marketing/Digital Marketing Director / Mexico & International at Genomma Lab
  • José Ruiz, Director, LAD Advertising & Online, Oracle
  • Raquel Solórzano, Directora de Medios Regionales, Diageo

 

JUNE 4: Award Ceremony

Join us at Portada’s 7th Annual Latin American Advertising and Media Conference on June 4, 2015 for our Award Ceremony. The Ceremony will also be streamed online. Stay tuned and follow #PortadaLat for updates!

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 10 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • Xoom Corporation

descarga (5)Xoom Corporation, a digital money transfer provider, has launched a new advertising campaign for the U.S. Hispanic market based on testimonials from Xoom customers. Titled “Life Stories,” the multimedia campaign features customers who share their personal stories, to illustrate how much they trust Xoom for their money transfers back home. Two new commercials can be viewed below:

https://www.youtube.com/watch?v=qLGO5mDrAGw.

  • Baldwin Publishing

descarga (4)Baldwin Publishing released its newest syndicated recipe product today: Healthy recipe videos in Spanish.The Spanish-language recipe videos are an extension of Baldwin Publishing’s online cooking show, Health eCooking®. Hispanics are the fastest growing ethnic group in the United States, and also have higher rates of obesity and diabetes than non-Hispanic whites.These recipes educate and empower the Hispanic community to take control of their health by cooking healthy.All the recipe videos feature Spanish-speaking chefs demonstrating how to cook healthy foods such as paella, tacos, batidos, banana bread, chocolate pudding and more. Recipes are created by professional chefs and approved by registered dietitians.

  • National Pork Board

139403To celebrate the love Latinos have for pork, the National Pork Board (NPB)has launched PorkTeInspira.com, a new Spanish-language website with corresponding social media channels in Facebook, Twitter and Instagram. To mark the site’s launch, consumers are encouraged to visit the website for a chance to win a trip for two to the Food Network in Concert at Ravinia in Chicago on September 20. The event will feature a day of live music and food with some of today’s best music and culinary talent.PorkTeInspira.com has been launched to engage consumers with recipes for inspiration and creativity, nutritional content of pork, choice cuts, health and safety content and cooking tips while inviting consumers to participate in the sweepstakes.

  • Verizon FiOS

descarga (3)Verizon FiOS has recently debuted 15 online videos as part of a new bicultural campaign, “Learning at FiOS Speed.” The campaign aims to show how the company steps up to the challenge of providing the best tools for students going back to school. The combination of English and Spanish videos focuses on different subjects, such as history, science, and language, among others. Lopez Negrete Communications created all 15 videos using a blend of styles from animation to puppetry and pushed the digital aspect of the campaign through the creation of a unique tab on the Spanish-language Verizon FiOS Facebook page, Somos Verizon FiOS. The tab offers a singular place to experience all the videos while conveying messaging that talks about how FiOS services help students going back to school.

  • Mountain Dew

descarga (2)Mountain Dew has Launched a mobile campaign called “Dewdles,” a series of eight 15-second videos features an animated character shot on top of live action, Ad Age reports. The character, known as “little dewd” at the brand, wears a helmet and cap in Mountain Dew’s trademark green and red colors. BBDO New York is handling creative.With this campaign, the soft drink brand is trying to make inroads with millennials who are heavy mobile phone users. To promote the videos, Mountain Dew ran a 30-second spot showing two actual Dewdles clips strung together during Sunday’s MTV Video Music Awards.

  • McDonald’s

descarga (1)McDonald’s will launch a national “Tailgate Photo Sweepstakes,” encouraging fans to share their photos (and six-second Vine videos) via Twitter, Instagram and Vine using the hashtag #McDTailgateSweeps. One entrant will be randomly selected to win the ultimate McDonald’s tailgate experience, which includes having a mobile McDonald’s restaurant (housed in a semi-trailer) roll up to their party with enough food for 200.As the official restaurant sponsor of the NFL, McDonald’s will also be distributing QR codes on its medium drinks , granting access to exclusive NFL Now video content. One person will win a trip to the Super Bowl and a Madden NFL 15 game room.McDonald’s will promote the partnership through its social channels and via 15- and 30-second spots set to air nationally, as well as through its social channels and activations in 15 markets where local restaurant groups have affiliations with NFL teams.

  • Estée Lauder

Adco-blog427Since 1992, Estée Lauder has been responsible for raising money for Breast Cancer Awareness Month. This year, however—their 23rd undertaking—they are going above and beyond their usual commitment to breast cancer awareness by extending campaigns well past October.The campaigns will now run year-round because breast cancer is not just one month a year and most probably all the new content won’t fit in one month.The company plans to add a personal touch through storytelling, via documentary-style online videos featuring four real-life families affected by the disease. Viewers are also encouraged to upload their own videos and stories.The Breast Cancer Research Foundation will receive portions of sales from 15 “Pink Ribbon” products with brand names like Aveda, Bobbi Brown, Clinique, La Mer, Origins, and Estée Lauder itself. Furthermore, the retailer will donate one dollar for each uplifting photo shared on one of their social media platforms (with a cap at $22,000).While Estée Lauder had been planning to focus heavily on Internet platforms for some time, the recent success of the ALS Association’s Ice-Bucket Challenge proved the effectiveness of online activism.

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

A rapidly increasing share of online display advertising is moving towards programmatic, mostly real-time buying. But is the programmatic buying trend going too far? Should some artsy good old-fashioned media buying be incorporated to the rocket science? Here is what some major marketers in the U.S. Hispanic and Latin American markets have to say.

RTB ProgrammaticThe share of programmatic spend in U.S. digital media transactions expanded  from 38% in 2012 to 53% in 2013 and is expected to increase to 83% by 2017, according to a recent report by Magna Global. While in the U.S. Hispanic market, and more so in Latin America, programmatic trading’s share is lower than in the U.S general market, it is also expanding rapidly there. But are we going too far and adopting programmatic as the be-all and end-all of all digital marketing solutions? (In fact, the trend is that programmatic ad buys will also be used for other types of media). We asked some major marketers:

“We find programmatic buying an efficient use of our dollars to reach consumers who are already engaged with the concept, the brand and the products, we are using it globally”, says Marlene Moronta, Marketing Manager at the The Estée Lauder Companies in New York. Moronta focuses on the Latin American market. However, she cautions that  “while it is effective, it is really about engaging the user through other methods and creating an experience that she can be part of, both online and off.”

While programmatic is effective, it is really about engaging the user through other methods and creating an experience that she can be part of, both online and off.

Maya Kosovalic, Digital and Media Communications Manager at L’Oreal, in Miami, notes that she does “utilize programmatic buying as long as there is enough targeting control from both an environment, psychographic, demographic and exclusion perspective.”  “Yes I absolutely think programmatic buying is the way of the future as long as  it allows advertisers control and access to premium inventory,” Kosovalic adds.

Jillian Meliker Multicultural Supervisor at Spark Multicultural  says that she uses programmatic buying “to target the Hispanic consumer only when it is part of a total market approach to ensure that English language impressions are culturally relevant to our target and that the correct language is being served based on their browsing habits. ” Spark Multicultural  handles strategy and activation for major brands including Conagra and Taco Bell

CHECK OUT Portada’s Latin Audience Buying Guide!

Join us at PORTADA Mexico!

The second day of #PortadaLat has begun! The first panel was moderated by Tom Gerace, CEO of Skyword, and included panelists Carlos Espindola, eHub Manager Latin America, 3M; Juan Carlos Pedreira,  Partner/Senior Social Media Strategist, Social Business Hub. Inc.; Denisse Guerra, Regional Marketing Director, Estee Lauder; and Fernando Rodriguez, DG Consulting, Miami.

How can we create relevant content? How can we create a good content marketing strategy?

TomGTom Gerace, CEO of Skyword stated: “We need to go well beyond what the brand is and what it does, to create a connection with consumers.”

 

guerra-expansion1112Connecting with consumers was one of the key points discussed by the panel. For Denisse Guerra, Regional Marketing Director, Estee Lauder, it is essential to “listen to your consumers, offer them relevant content, and co-create content with consumers.”

For pan-regional marketing, a global calendar is necessary, said Guerra, “but we need to be careful about special dates, such as Mother’s Day, which falls on a different date in Latin America.”

“Nowadays at Estee Lauder, we need a multi-channel communications plan that includes all media. Five years ago, our spending was limited to print media.”

 “At Estee Lauder, we produce a lot of centralized content with a brand voice, but we ‘tropicalize’ our messages for Latin America and adapt them to each specific market in the region.

Guerra also noted that “we have learned to train our teams to create local content.”

Regarding metrics, Guerra stated: “You cannot measure each media in the same way. One has to clearly know what you want to measure.”

jcpJuan Carlos Pedreira, Partner/Senior Social Media Strategist at Social Business Hub. Inc., noted: “We have to understand what our audience really wants and ask them; not create content based on what we think they want. In my opinion, the key is to create original content that reflects the brand’s personality.” Pedreira added that “we need to very careful about maintaining the authenticity of the brand when creating content.”

3mIn response to the question about how 3M creates its content for Latin America, Carlos Espindola, eHub Manager Latin America, 3M, responded: “We have very different products and not all of them are well-known in Latin America, so the production of our content is based on offering information about our products and having consumers connect with our brands.”

Espindola added that he considers it important “to work jointly in Latin America to achieve success. Approaching each Latin American country separately is not necessary.”

 “to work jointly in Latin America to achieve success. Approaching each Latin American country separately is not necessary.”
 

Tom Gerace asked the panel what advice they would give in terms of content marketing.

Espindola, of 3M, advised to keep in mind the context of the content. “Not all content can be used in all markets.”

Fernando Rodriguez, DG Consulting Miami, advised to have a clear idea about “who you are as a content producer and stay your course. You can’t be all over the map.”

The panel concluded with questions from the audience.

The second day of #PortadaLat has begun! The first panel was moderated by Tom Gerace, CEO of Skyword, and included panelists Carlos Espindola, eHub Manager Latin America, 3M; Juan Carlos Pedreira,  Partner/Senior Social Media Strategist, Social Business Hub. Inc.; Denisse Guerra, Regional Marketing Director, Estee Lauder; and Fernando Rodriguez, DG Consulting, Miami.

How can we create relevant content? How can we create a good content marketing strategy?

TomGTom Gerace, CEO of Skyword stated: “We need to go well beyond what the brand is and what it does, to create a connection with consumers.”

 

guerra-expansion1112Connecting with consumers was one of the key points discussed by the panel. For Denisse Guerra, Regional Marketing Director, Estee Lauder, it is essential to “listen to your consumers, offer them relevant content, and co-create content with consumers.”

For pan-regional marketing, a global calendar is necessary, said Guerra, “but we need to be careful about special dates, such as Mother’s Day, which falls on a different date in Latin America.”

“Nowadays at Estee Lauder, we need a multi-channel communications plan that includes all media. Five years ago, our spending was limited to print media.”

 “At Estee Lauder, we produce a lot of centralized content with a brand voice, but we ‘tropicalize’ our messages for Latin America and adapt them to each specific market in the region.

Guerra also noted that “we have learned to train our teams to create local content.”

Regarding metrics, Guerra stated: “You cannot measure each media in the same way. One has to clearly know what you want to measure.”

jcpJuan Carlos Pedreira, Partner/Senior Social Media Strategist at Social Business Hub. Inc., noted: “We have to understand what our audience really wants and ask them; not create content based on what we think they want. In my opinion, the key is to create original content that reflects the brand’s personality.” Pedreira added that “we need to very careful about maintaining the authenticity of the brand when creating content.”

3mIn response to the question about how 3M creates its content for Latin America, Carlos Espindola, eHub Manager Latin America, 3M, responded: “We have very different products and not all of them are well-known in Latin America, so the production of our content is based on offering information about our products and having consumers connect with our brands.”

Espindola added that he considers it important “to work jointly in Latin America to achieve success. Approaching each Latin American country separately is not necessary.”

 “to work jointly in Latin America to achieve success. Approaching each Latin American country separately is not necessary.”
 

Tom Gerace asked the panel what advice they would give in terms of content marketing.

Espindola, of 3M, advised to keep in mind the context of the content. “Not all content can be used in all markets.”

Fernando Rodriguez, DG Consulting Miami, advised to have a clear idea about “who you are as a content producer and stay your course. You can’t be all over the map.”

The panel concluded with questions from the audience.

The 7th Annual Portada Latam Advertising and Media Summit will take place on June 4 and 5 2015 in Miami

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.

  • Estée Lauder

Estee LauderEstée Lauder is expanding its presence in Latin America. Daniel Rachmanis, the firm’s Senior Vice President for Latin America, explained to Diginomica that Estée launched its first brand e-commerce site 2 years ago for Clinique in Brazil, and sales have steadily grown. Later this year, we plan to unveil our second e-commerce site in the country, this time for M-A-C,” Rachmanis said. “Looking further out, we expect to launch e-commerce in Mexico and Chile in fiscal ’15. We also have 10 marketing sites for our brands throughout the region, and we have a local presence on Facebook, Instagram and Twitter in many markets.”

  • SCA

Global hygiene company SCA, owner of the Bodyform, Tena and Tempo brands, has appointed ZenithOptimedia to handle its global media planning and buying account.The agency will take up duties on January 1 and be responsible for SCA’s media communications across 46 markets including France, Germany, Italy, Malaysia, Mexico, Russia, Sweden, UK and US. ZenithOptimedia will provide a range of integrated media services including research and insight, communications planning, media planning and buying, ROI measurement and evaluation. The account will be led from ZenithOptimedia’s global headquarters in London, with local strategy, planning and buying handled by the network’s offices around the world.The appointment marks the consolidation of SCA’s media business into a single global agency.SCA’s portfolio of personal care and tissue include Bodyform, Libero, Plenty, Tempo, Tena, Velvet and Zewa.

  • Lufthansa

LufthansaGeman airline Lufthansa is reviewing its global media planning and buying account, which Mindshare has held for the past 13 years.The WPP network successfully defended the business in 2010 after a five-month pitch process involving Carat and UM.Mindshare runs the account, which covers around 40 countries, from its Frankfurt office. The agency’s managing director, Andreas Schmitt, leads the Lufthansa account team.The business has billings of around £2.2 million in the UK, according to Nielsen, but the majority of spend is focused on other European markets, as well as the US and Asia-Pacific.