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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.

 

 

 

 

A bi-weekly summary of the most exciting recent news in marketing technology and trends. If you’re trying to keep up, consider this your one-stop shop.

  • Facebook says 3 million advertisers are now using its new Stories format on the Facebook, Messenger and WhatsApp platforms. Some 500 million post Stories daily and the format won the largest portion of year-over-year ad impressions growth during the first quarter of this year, according to Facebook’s Q1 results as reported by CNBC.

 

  • Brands may have a significant opportunity to increase their reach to consumers on social media when users unlock their cell phones, according to a new study by Verto Analytics. The study found that messaging and social media apps trigger more than 100 unlocks per user per month. The study also found that approximately 16% of Facebook usage on cell phones happens when the social media app is relaunched when the mobile phone is unlocked.

 

  • Facebook’s user base continues to grow in spite of the social media platform’s legal and privacy problems with regulators. The Facebook, Messenger, Instagram, and WhatsApp platforms have 2.7 billion monthly users worldwide and 2.1 billion open one of the apps everyday, according to reporting by Tech Crunch. Facebook grew its user base in Europe by 4 million during Q1 of this year.

 

  • More than 40% marketers surveyed by the Interactive Advertising Bureau and Winterberry Group said predictive modeling and segmentation will be their main focus this year. AI is increasingly being used by brands to arrive at more lucrative market segmentation from data gathering. More than half of those surveyed also expressed concern about the impact increased regulation may have on their data gathering and analysis capabilities, as reported by Emarketer.

 

  • Officials in Great Britain are recommending increased regulation of internet content that could result in individual liability for executives of large internet platforms like Google and Facebook, according to reporting by The New York Times. Prime Minister Teresa May was quoted by the Times as saying “for too long these companies have not done enough to protect users, especially children and young people, from harmful content.”

 

  • More images may mean higher SEO rankings by Google, according to research by seoClarity as reported by Media Post. The research found images were appearing more frequently in the top search results. Researchers said SEO optimization strategies need to take account of search engine users’ preference for images over text, as keywords used used in searches contain images more than one third of the time.

 

  • The online shopping application Dote has attracted $12 million in new funding and will offer online shopping parties to users that seek to replace the experience of going to the mall with friends. The application allows shoppers to make purchases on the Dote app from a range of retailers and includes recommendations from social media influencers, according to reporting by Tech Crunch.

What: News broke that Facebook’s Mark Zuckerberg plans to merge the three instant-messaging platforms owned by the company.
Why it matters: Zuckerberg’s plan has brought up privacy and antitrust concerns, as it would bring Facebook even more power over 2.6 million users’ data.

According to a New York Times article published last Friday, Facebook CEO Mark Zuckerberg plans to merge instant messaging platforms WhatsApp, Messenger and Instagram in an effort to keep control over the company. The three services would continue to function as stand-alone apps, but the merger would allow more than 2.6 million users to communicate across platforms.

Since the news broke, antitrust, privacy and security concerns have been voiced. Even though the plan is still in the early stages, it could mean even more power for the company that has been involved in scandal for months over questionable handling of users’ data.

At an event in Brussels, former British deputy prime minister Nick Clegg, who joined Facebook as head of global policy and communications late last year, answered questions about the New York Times’ article and said that Facebook is still a long way off of merging the three instant-messaging platforms.

“It is so early days,” Clegg said. “We haven’t worked out how that will work, whether it’s workable, what regulators may or may not think about it before they jump to any conclusions, what you would need to do, how you make that work in the data infrastructure, how much data integration you need between them. I’m afraid I can’t give you much more color.”

Featured: Logo photo created by ijeab – www.freepik.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!)

 

Dataxu has announced the appointment of Raymond Dooley as Vice President of Corporate Marketing. Dooley will oversee a global team focused on bringing dataxu’s solutions to agencies, advertisers and media sellers. He will be based in dataxu’s New York office and report to Aaron Kechley.

 

 

 

 

Entravision announced it has rehired Mark Garcia as SVP of Integrated Marketing Solutions. Garcia, who was most recently Director of Sales at Nexstar Broadcasting in El Paso, will be based in McAllen and report to Lilly Gonzalez.

 

 

 

 

 

Laura Willis has returned to Pulpo Media as VP of Digital Sales. Willis will be based in New York and report to Solange Curutchet. She’ll be responsible for managing national sales in the U.S. She was most recently Director of Integrated Sales at Meredith/People en Español in New York. Before that, she was Senior Sales Director at Pulpo Media.

 

 

 

R/GA announced in an all-staff meeting that its founder, executive chairman and CEO Bob Greenberg, will officially step down from his position on Jan. 2. Sean Lyons, a company veteran who has served as U.S. president since 2015, will succeed Greenberg.

 

 

 

 

Rapha Vasconcellos has been named the leader of Facebook’s Global Creative Shop. He has been with Facebook for six years, heading up the company’s Creative Shop in two of its fastest-growing regions, Latin America and most recently, Asia Pacific. As head of Creative Shop, he’ll work closely with Facebook’s chief creative officer, Mark D’Arcy.

 

 

 

 

Twitter has hired ad-agency executive God-is Rivera as global director of culture and community, a new post created to help engage, spotlight and market to informal user groups. Twitter said Ms. Rivera will help advertisers connect effectively with various communities on the platform driving influential conversations under banners such as Feminist Twitter, Asian-American Twitter, Black Twitter, and NBA Twitter.

 

 

 

Vice’s creative agency Virtue is teaming with noted filmed director Robert Rodriguez and his El Rey Network for La Reyna, an agency designed to connect brands with U.S. Hispanics. Rodriguez himself will serve as creative chairman of the agency, supported by a team of creative directors pulled from the combined networks of Virtue and El Rey.

 

 

 

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!)

Pandora has appointed Brad Minor as VP, Head of Brand Marketing and Communications. Minor joins Pandora after serving as Managing Director of Brand, Advertising and Media at JP Morgan Chase.

 

 

 

 

 

Landor has expanded its Chief Creative Officer Peter Knapp’s role to include Chairman. Knapp will report directly to Landor chief executive Jane Geraghty.

 

 

 

 

 

 Mike Connaghan has resigned from his position as chief executive officer at WPP AUNZ. Connaghan will depart the company at the end of the year.

 

 

 

 

Viacom has hired ad veteran Lars Silberbauer as Senior Vice President for MTV Digital Studios. Silberbauer joins from Lego where he worked for seven years.

 

 

 

 

 

Facebook has hired Nick Clegg as its Vice President, Head of Global Affairs and Communications. Clegg served as Deputy Prime Minister from 2010 to 2015.

 

 

 

 

 

Bill Tipacti has been named Director of Community Empowerment by Univision New York. Tipacti has worked at Univision New York since 2000.

 

 

 

 

 

America TeVe has launched its new digital platform led by Emilio Braun Burillo, VP Executive of the network. The first show will be called AMERICA2NIGHT.

 

 

 

 

 

 

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!)

 

José Antonio Ortega Carrero has been named delegate advisor of Prisa Brand Solutions USA and executive VP of Prisa Noticias Latam.

 

 

 

 

 

Tastia Group has named Montserrat Gázquez marketing director. Montserrat will be responsible for designing and implementing a new marketing and communication plan for Tastia Group and its brands.

 

 

 

 

Rabeea Ansari is the new marketing VP of Club Med for South America. The executive has been working in marketing for 15 years, holding different roles in Brazil, India, and France.

 

 

 

 

Facebook has named a new head for Latin America. Maren Lau will replace Diego Dzodan and will lead the teams of Argentina, Brazil, Colombia, Mexico and Miami.

 

 

 

 

Executive Owen Oliva has been named beverages director by Walmart Central America. Until now, he had been leading the regional activity of the strategic brands of the company which he joined in 2013.

 

 

 

 

Banco de Chile has named  Serge de Oliveira as its new digital marketing manager. Prior to this, Serge was in charge of the online marketing department at Entel.

 

 

 

 

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!)

 

The Interactive Advertising Bureau (IAB) has named Susan Hogan senior vice president of research and measurement. Prior to this, Hogan was a media consultant in the digital space.

 

 

 

 

Lisa Ruiz-Rogers has been appointed managing director by PR agency ROX United, of UNITED COLLECTIVE. Ruiz-Rogers will be responsible for all public relations and activations for the agency.

 

 

 

 

Marketing professional with nearly 20 years experience, Jason Riveiro, has been appointed National Director, Growth Markets by Realogy Holdings Corp.

 

 

 

 

 

José Antonio Ortega Carrero has been named delegate advisor of Prisa Brand Solutions USA and executive VP of Prisa Noticias Latam.

 

 

 

 

 

CBS has appointed Richard Parsons as its interim chairman. Parsons held the role of chief executive at Time Warner from 2002 to 2007.

 

 

 

 

 

Adam Mosseri has been named the new boss of Instagram by Facebook. Previously, Mosseri was Instagram’s head of product and he also served as design director for Facebook’s mobile apps.

 

 

 

 

Laura Gentile is the new senior vice president of marketing of ESPN. Gentile will be responsible for developing and managing all aspects of the ESPN brand across all media and building upon a catalog of award-winning creative.

 

 

 

 

 

Rob Perillo has joined Klunk & Millan Advertising. Rob will lead the agency’s creative team, integrating digital, social, and web design.

 

 

 

 

We are introducing a bi-weekly summary of the most exciting recent news in marketing technology and trends. If you’re trying to keep up, consider this your one-stop shop.

Phrasee’s AI-powered Copywriting Tool Attracts $4M in New Funding

Investors will pour U.S. $4 million into the digital marketing software company Phrasee to power the expansion of its Artificial Intelligence tools that help brands like Domino’s and Virgin write better subject lines for emails. Brands also use Phrasee’s tools to write more effective Facebook and Instagram ads. The new funding will help Phrasee, based in London, to open offices in San Francisco.

Facebook is reportedly building a stand alone shopping app for Instagram, sources tell the media outlet The Verge. The app will allow Instagram users to use the app to buy goods from merchants they follow. Instagram is keeping mum about the new shopping platform. According to Facebook, there are 25 million businesses with accounts on Instagram.

Artificial Intelligence is rapidly changing how brands create content. The Tel Aviv firm Bidalgo has a new AI-powered tool that measures KPIs for the different elements of creative content, including words (messaging) and images (including video). MediaPost also reports that McCann Erikson Japan has launched the world’s first robotic creative director that analyzes key elements of past award-winning ads to then develop new ones.

The retail customer analytics firm Custora has won $13.75M in new financing for its software that uses Artificial Intelligence to help retailers segment and better understand their customers and as a result provide more personalized offers. Retailers also use Custora’s machine learning to analyze the impact of discounts and price points and forecast the lifetime value of each customer.

Investments in mobile advertising increased by 25% in the second quarter of this year compared to last, and more and more brands are choosing to place their ads within mobile apps, according to PubMatic’s Quarterly Mobile Index for 2018. In just the last year, spending on mobile video ads has increased by 239 percent, with a 688-percent year-over-year increase in advertising within mobile apps, the PubMatic release said.

The online flower delivery company Telaflora is using Artificial Intelligence to match offers to individual customers’ desires and preferences. Using AI tools from Bluecore and Custora, Teleflora succeeded in matching customer data with products to increase year-to-year sales by 50%, according to ClickZ.

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!)

 

Kasha Cacy has been named global CEO by Engine. Previously, she was U.S. CEO of Interpublic Group of Cos.-owned media agency UM.

 

 

 

 

 

Romina Rosado is leaving her position as SVP of Global Content at E! to become SVP of Digital News for Telemundo. Romina will lead the development and execution of all digital programs across Noticias Telemundo and Digital News.

 

 

 

 

Airbnb Inc. has named Ann Mather as the first woman on its board. Mather joins from Pixar Studios where she held the role of chief financial officer.

 

 

 

 

 

Pete Blackshaw is leaving Nestle to take over as CEO of Cintrifuse. He joined Nestle in 2011 as Nestle’s VP for digital innovation and service models.

 

 

 

 

 

Alex Bogusky has been appointed as chief creative engineer at  Crispin Porter + Bogusky. After swearing off advertising altogether 8 years ago, Bogusky returns to the agency world.

 

 

 

 

 

Zipcar has appointed Sherrill Kaplan as head of marketing. Kaplan joins from Dunkin’ Donuts and her mission will be to accelerate growth among Zipcar’s consumer, university and business customers.

 

 

 

 

 

With more than 25 years of experience in sports management, Tom Glick is joining the Carolina Panthers as team president on September 16. In his role, Glick will oversee the team’s day-to-day operations.

 

 

 

 

 

Carat has named two new client managing directors. Kim James will lead the Diageo portfolio and Grant Burke has been promoted to handle the Wickes and Debenhams accounts. James joins from Amplifi while Grant has worked at Carat for ten years.

 

 

 

 

Antonio Lucio has joined Facebook as CMO after three years as HP’s CMO. He also held the position at Visa and PepsiCo. He is starting on September 4th and replacing Gary Briggs since he announced his retirement in January.

 

 

 

 

 

A bi-weekly summary of the most exciting recent news in marketing technology and trends. If you’re trying to keep up, consider this your one-stop shop.

  • You can now speak to Alexa on your Amazon Echo by talking to Cortana on your Samsung smartphone. Amazon and Microsoft are making their virtual assistants compatible in the US as they take on Alphabet’s Google Assistant and Apple’s Siri. How well this new marriage of voice recognition technologies works will be open to users’ feedback.

 

  • Email has the highest ROI (59 percent) when communicating with customers and prospects, according to a study by Campaign Monitor. While 53 percent of the marketers and experts surveyed said they use automated email campaigns, only 5 percent said they plan to manage their campaigns with artificial intelligence.

 

  • Ready for your close-up? Mediapost reports that L’Oréal and Facebook are planning to deploy augmented reality using Facebook’s camera apps to help consumers choose their makeup. L’Oréal has bought the AR firm ModiFace. Consumers will be able to test lipstick shades and other makeup brands in real time using the AR technology on Facebook.

 

  • The popular website cars.com plans to use machine learning to make the car purchasing experience even easier. Deploying AI, the website will match vehicle features with consumers’ answers to a series of lifestyle questions, offering up to 20 different recommended vehicle options. The app gets smarter as users give a thumbs up or down to the different options offered.

 

  • The Singapore startup WhereIsWhere has launched a location-based mobile app that lets retailers send promotions to mobile phone users conducting searches within a kilometer of a brick-and-mortar store. The app, dubbed “WhereIsWhere,” is downloadable on Apple and Android and will include push notifications and live updates from stores based on the mobile phone user’s location.

 

  • The geofencing market is expected to grow to US $1.7B by 2024, according to a Global Market Insights study. The technology that allows retailers, restaurants, and many other businesses to send push notifications and other types of messages to nearby mobile phone users is expanding rapidly, with the fastest growth predicted in the Asia Pacific region, including Australia and India.

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!)

 

Facebook has named Xóchitl Balzola-Widmann director in Mexico. Before joining Facebook she worked at companies like  Westwing Home & Living, Amazon, Dessault Systèmes 3DEXCITE and Activision Blizzard.

 

 

 

 

 

Cecilia Hugony has joined Despegar.com as strategy regional manager. In this role, Cecilia will be responsible for defining and implementing the regional strategy for the operations and areas of customer service for the travel agency.

 

 

 

 

Carlos Guevara has been appointed senior marketing manager for Mexico and Central America by Schneider Electric. The exectutive joined the company after working at Henkel and Honeywell.

 

 

 

 

Hernán Tantardini has been promoted to executive director by Grupo Cepas. He previously held the role of marketing and sales director.

 

 

 

 

 

 

What: Block chain technology offers brands the opportunity to collect customer data and incentivize their behavior directly and transparently.
Why it matters: Customers can protect their personal data and monetize it, entering into a one-on-one relationship with brands through a technology called “smart contracts”. Smart contracts allow users to enter into data sharing agreements with brands that are “securely stored on the block chain along with the detailed terms and conditions.”

Block chain technology is poised to revolutionize how brands gather customers’ data and incentivize their behavior. The digital computer code that is best known for being used to create the crypto-currency known as “Bitcoin,” also allows for “smart contracts,” whereby two entities (i.e. a brand and a customer) can enter into agreements that are transparent, verifiable, secure and direct.

So what do “smart contracts” mean for brands?

Smart contracts backed by block chain technology have the potential to shatter the traditional paradigm whereby brands purchase customer data from third parties like Facebook, or loyalty programs that rely on consumer subscriptions but don’t provide a lot of purchasing behavior or product preferences information.

Enter Killi, a consumer application available on iOS or Android. Killi lets consumers sell their personal data directly to brands and receive compensation every time marketers choose to buy it.

Using block chain technology, Killi collects users’ locations and their purchasing data which is stored on the user’s device. Brands can then purchase the data with the permission of the app users.

A personal data locker is controlled by the user and secured by the block chain. This allows you to take back control of your personal data from those who are selling it today without your consent.

When users authorize brands to access their data, Killi stores the payment on the Killi app until users choose to redeem it.

“Killi acts as a personal data locker that is controlled by the user and secured by the block chain. Killi allows you to take back control of your personal data from those who are selling it today without your consent,” Killi tells consumers on its website.

The Killi website is a bit vague on how the technology actually works, but “the offering of being able to monetize your own personal info does sound intriguing,” said Jay Gumbiner, vice president for Latin America at IDC.

“We could even imagine some consumers being worth much more than others based on their purchasing habits, socioeconomic placement, educational level, etc.”

We could even imagine some consumers being worth much more than others based on their purchasing habits, socioeconomic placement, educational level, etc.

“In terms of using block chain for maintaining the integrity of that data and being able to easily track who has been able to access the information, it seems like blockchain could be a great use case for managing data such as this,” Gumbiner noted.

The Killi app relies on block chain technology to create what is known as a “smart contract” between the app users and brands.

Smart contracts allow users to enter into data sharing agreements with brands that are “securely stored on the block chain along with the detailed terms and conditions,” according to Yves Benchimol, CEO at the French startup Occi.

Thanks to these smart contracts and encryption via the block chain, consumers can “easily request an exhaustive list of all retailers/brands they have shared data with, and in which conditions, in compliance with GDPR,” Benchimol said.

Occi is working on its own products for retailers that use block chain and smart contract technology to reward customers while providing a rich set of data about their shopping behavior to brands.

Smart contracts with consumers provide a channel for consumers to share their information with brands, while providing brands new possibilities for influencing consumers’ behavior.

Brands can “create a campaign rewarding a shopper for visiting a store and define the amount they’re willing to reward a shopper along with a total budget, which will be locked in a smart contract,” Benchimol said.

Retailers have access to well-established sources of data on consumers’ preferences and behaviors from a wide range of sources, but new laws such as GDPR create barriers to using that data without consent.

Block chain and smart contract technology “bring forth a new way to solicit data sharing from shoppers, that is more transparent and fair because it directly rewards them,” Benchimol said.

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!)

Unilever’s Keith Weed has been named president by The Advertising Association. Weed has spent most of his career at Unilever, first joining in 1983, and holding roles including marketing director and UK chairman.

 

 

 

 

Ewen Sturgeon has resigned as chief operating officer at Publicis.Sapient International to pursue opportunities outside the marketing industry after 26 years of agency life.

 

 

 

 

 

Facebook has named Mark D’Arcy as vice president of global business marketing and chief creative officer. In this role, he will oversee all marketing functions for the global business marketing organization.

 

 

 

 

Advertising industry veteran Bunker Sessions has been hired by Extreme Reach as vice president of Sell-Side Solutions. Sessions will be spearheading the development and deployment of Extreme Reach’s new sell-side solutions, addressing the creative sourcing needs of programmers and publishers.

 

 

 

 

Republica announced the promotion of Melissa Richter Bartolini to senior vice president and chief strategy officer. Before Republica, Bartolini worked at Razorfish and McCann Worldgroup.

 

 

 

 

 

Anheuser Busch In-Bev has appointed Pedro Earp as their new global CMO. Earp will now not only be the company’s global CMO but he will also be ZX Ventures officer.

 

 

 

 

 

Katharine Newby-Grant has been promoted to marketing director by Procter & Gamble. She will now oversee marketing for P&G in Northern Europe. Katharine joined the company in 2000.

 

 

 

 

Michael Murray has joined Wunderman as president and chief product officer. His mission will be to drive Wunderman’s data strategy. Murray comes from ItemMaster where he served as chief executive.

 

 

 

 

 

Mitú has laid off their CEO Herb Scannell, a television industry veteran who once ran Nickelodeon and BBC Worldwide North America, as well as Mitú president and co-founder, Beatriz Acevedo.

 

 

 

 

 

 

Tonia O’Connor has resigned as chief revenue officer for Univision. O’Connor joined Univision in January 2008 and she had spent 13 years at Gemstar-TV Guide before joining Univision.

 

 

 

 

 

We are introducing a bi-weekly summary of the most exciting recent news in marketing technology and trends. If you’re trying to keep up, consider this your one-stop shop.

Hotels are discovering the power of voice-activated digital assistants to build customer loyalty. Marriott is trying out the Amazon Echo in rooms at select properties allowing guests to access information and hotel services as well as their favorite music.

Video ad spends by brands doubled in 2017 compared to 2016 according to a new report from InMobi. In-app video advertising surged by 136 percent in 2017 worldwide and has grown by 500 percent in China so far this year.

Most consumers don’t trust how brands are using their personal data and would like to see improved personalization of offers, according to a new study from Jebbit. The study found consumers would even be willing to relinquish some of their privacy to get access to better deals.

Viewers of streaming video say they are watching more online (47 percent report more live online video streaming) and less offline (regular TV) as a result (44 percent), according to a May survey by the Interactive Advertising Bureau.

E-Commerce communities continue to force brands to go digital with 46 percent of brand marketers telling Ingenuity that they are revamping their go-to-market strategies as a result, including moving faster to make sure they are covered on all channels. A little over 25 percent said they are making changes to how much they spend online.

Try it on—on Facebook? The social media giant has announced it will test augmented reality ads with users in the United States, with products including makeup and furniture. Michael Kors will be among the first brands to use the technology to advertise its sunglasses.

Facebook New Customer Tracking Tool for Brands, called Journeys, is no ‘Magic Bullet’
Andrea Lopez, head of the social media agency Socialyse in Miami tells Portada.

MediaMath has won $225 million in new financing for its demand side and data management platforms powered by artificial intelligence aimed at making connecting brands with consumers more efficient and effective.

Door-to-door on-demand delivery service Rappi, with operations in Colombia, Mexico, Brazil, Chile, Uruguay and Argentina, has caught the attention of Headway, the Buenos Aires, Argentina based mobile marketing company. Headway will serve as Rappi’s exclusive partner for promoting the Rappi app.

Know your customer has taken on new urgency, according to a recent study published by the Harvard Business Review. A majority of companies (58 percent) said customer analytics have improved customer retention, but even more (60 percent) said real-time analytics is “extremely important.” Nearly three-quarters said they have increased spending on real-time analytics over the past year.

What: Facebook unveiled a new anonymous internet monitoring software tracking tool. It named it “Journeys.” It’s designed so brands can see where consumer interact with brand advertising and their paths to decision-making. As a result, we asked Andrea Lopez, head of the social media agency Socialyse in Miami, to evaluate this new tool for advertisers.
Why it matters: With Journeys, Facebook promises to make “the paths to conversion available in a single report.” Therefore, this new tool will help brands decide which devices consumers use and where they convert into buyers the most. Consequently, it provides insight for strategizing where to best place online advertising assets.

Facebook Unveils New Technology

Concerns about the privacy of users’ data are rocking Facebook’s world. They exploded in the wake of the Cambridge Analytica scandal. Data, after all, is central to Facebook’s business model. It’s also important to digital marketing at large.

Brands have a lot at stake in the effort to protect customer privacy. A single breach can destroy customer loyalty that takes years to earn.

At the recent F8 developer conference, Facebook unveiled new technology. It will give brands a powerful tool to see how customers interact with their Facebook pages, web assets containing the Facebook pixel, and Facebook SDK for apps.

As with all measurement, Facebook is sure to limit third-party access and clarity on the exact measurements, leaving us to question how much stock to put in this analysis.

The bottom line is new tracking technology that both brands—and customers—can love since it gives brands powerful insights into customers’ behavior without revealing customers’ identities.

Aptly named Journeys, the new technology is part of Facebook’s suite of analytics tools. They are available to advertisers on the Facebook platform.

Journeys lights up the path customers follow when interacting with a brand’s presence online. It reveals the multiple points customer touch online including at Facebook, on the web or a range of digital assets. Also, coverage includes apps and landing pages.

Internet Monitoring Software ‘No Magic Bullet’

“The new Facebook Journeys feature presents an interesting new opportunity in marketers’ ongoing mission to understand how a consumer interacts with a brand or product. It includes the various touchpoints involved in the path to driving towards an ultimate action,” says Andrea Lopez. She is head of the social media agency Socialyse.

But she warned against believing in any “magic bullet” especially one that could make advertisers’ jobs easier. Also, because she underscores the huge amount of information consumers are bombarded with as well as the devices available to them.

“As with all measurement, Facebook is sure to limit third-party access and clarity on the exact measurements. This leaves us to question how much stock to put in this analysis. It will be interesting to see how brands and marketers use this data. How much of it is applicable and useful versus interesting forms another consideration.”

With Journeys, Facebook promises to make “the paths to conversion available in a single report.

Brands will be able to see where customers began. Plus, they can see where customers ended up and the points in between as they moved through the process of making a purchasing decision. It will show how long customers spend on each asset and which channels they use.

“You can see omni-channel data and reporting, giving you a holistic view of the different interactions people have with your business before converting, making a purchase or subscribing,” Facebook explains on its analytics website.

Marketers dream of better placement of digital advertising assets resulting in increased conversions.

Moreover, the way Journeys protects customers’ data is likely to please consumers, too. That’s because Journey aggregates customer data. It does so anonymously to build its reports so individual data on consumers is not revealed.

A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • JUGOtvJUGOtv, a sports digital media network and content production studio for the US Hispanic and Mexican audience, will become an official digital video partner for the International Champions Cup. The San Francisco-based company will create, curate and distribute exclusive International Champions Cup content to the US Hispanic and Mexican fans.

 

  • Heineken kicked off its “Summer of Soccer” campaign. As soccer viewership and fandom continue to grow throughout the U.S. Heineken has also extended its long-term partnership with Major League Soccer with a five-year renewal as the Official Beer of MLS, and will continue to sponsor Rivalry Week, which runs from Aug. 22 through Aug. 26.

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  • Thom Browne

    FC Barcelona has reached an agreement with the exclusive American fashion brand Thom Browne, which will become a global sponsor for the Club and an official formal wear provider for the team off the field of play. From this season and for the next three years, the team will wear Thom Browne clothing on their away trips. This new agreement represents the club’s objective of searching proactively for new partners.

 

 

  • Twitter’s World Cup coverage saw 115 billion impressions on the platform with fans Tweeting the most during the Final between France and Croatia. Meanwhile, the social media reports that Brazil sent more Tweets than any other nation during the World Cup, followed by Japan, the UK, the US, and France. Brazil’s Neymar, Jr. was the most-mentioned player of the tournament, and Budweiser the most-discussed brand.

 

  • Meanwhile, Facebook saw 383 million people have more than 2.3 billion interactions related to the World Cup on the platform. Brazil, the US, Mexico, India, and Vietnam, were the most engaged countries in the conversation.

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

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Fiat Chrysler Automobiles (FCA) has appointed Víctor Sarasola as new general manager in Portugal and Spain. He was responsible for the Jeep and Alfa Romeo brands since 2017, to which he will now add Fiat, Fiat Professional, Abarth, and Mopar.

 

 

 

 

Gabriel López has been named the new president of Ford South America, replacing Ernesto Alemañy from July 1st. The new president will head all the firm’s operations in Argentina, Chile, Peru, Uruguay, and Paraguay.

 

 

 

 

Juan Manuel Primbas has been named by Argentina’s Cámara de Empresas de Investigación de Mercado (CEIM) as the new president of the firm. He previously worked as managing director at Kantar Worldpanel for the Southern Cone.

 

 

 

 

 

Facebook has announced that Mariano Filarent is the new head of agencies for the Southern Cone. In his role, he will deepen the firm’s strategic alliances with media agencies in Argentina, Colombia, Chile, and Peru.

 

 

What: Facebook has signed an exclusivity deal with MLB to stream 25 matches on the social network.
Why it matters: This is the first time a U.S. major league has granted a social network exclusive rights to broadcast games.

In a never-before-seen move, Major League Baseball has given Facebook exclusive streaming rights to 25 games this season. Any baseball fan who wishes to watch those games on mobile, desktop, or TV, will need to log into Facebook to do so.

The games will be available for free through Facebook’s Watch tab in News Feeds. Facebook Watch is the site’s video hub for original and live content. The partnership will start on April 4, with the Philadelphia Phillies vs New York Mets match. The deal consists of weekday afternoon games, mostly on Wednesdays. International audiences can watch the games directly on MLB’s Facebook page.

“It is a major creative step forward in serving our diverse, passionate community of fans, who will enjoy a uniquely interactive experience watching our games on Facebook each week,” said Tony Petitti, the league’s deputy commissioner of business and media, in a statement.

“We’re excited to extend our partnership with Major League Baseball to make Facebook Watch a home for exclusive, live games every week this season,” said Dan Reed, Facebook Head of Global Sports Partnerships. “Community and conversation are central to both baseball and Facebook, and MLB Network’s innovative broadcasts will bring these interactive and social elements of the game to life to fans around the world in new ways on our platform.”

MLB will also produce and distribute specially curated content in addition to each live game broadcast, including on-demand highlight packages for every regular season game as well as Club-specific weekly recap packages for all 30 MLB teams. These will be available on Facebook Watch in the United States and to baseball fans around the world.

[Featured image: MLB Facebook page]

What: Facebook and Cisneros Interactive have become partners in Central America, the Caribbean, and Uruguay, expanding an alliance that already included 10 Latin American Countries.
Why it matters: This expanded deal will bring Facebook’s best practices to benefit clients in those new markets.

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Cisneros Interactive, the area focused on digital advertising at Cisneros, has officially become Facebook’s reseller in Central America, the Caribbean, and Uruguay. In this way, the two companies mean to amplify a strategic alliance they had already expanded in 2017, when Cisneros became Facebook’s reseller in Bolivia, Ecuador, Paraguay, and Venezuela.

Under this new deal, Cisneros Interactive will provide its services to Facebook customers in Costa Rica, República Dominicana, Guatemala, Panamá, Puerto Rico, and Uruguay. Advertisers will have access to Facebook’s practices, training features, and local payment options according to each market.

“We’re thrilled to expand our successful alliance with Facebook,” said Victor Kong, president at Cisneros Interactive. “Our deep understanding of Latin America, together with Facebook’s business solutions, will allow us to build true added value for more clients in Central America, the Caribbean, and Uruguay.”

“Companies use Facebook throughout Latin America to connect with audiences and drive results,” added Adriana Grineberg, Facebook regional manager in Central America. “This alliance with Cisneros Interactive will take Facebook closer to advertisers in the region, in order to offer the same service and experience we provide to our clients worldwide.”

Cisneros Interactive is one of the main players in the digital advertising industry in the region. Their new offices will be added to their already available services in Argentina, Brazil, Mexico, Colombia, Chile, and Peru.

A summary of the most exciting recent news in online video. If you’re trying to keep up, consider this your one-stop shop.

Twitter is rumored to be working on a new feature that makes it easier to share videos on the platform.

Facebook’s virtual reality division has come up with a new unit of time called Flicks, which they will use to measure the speed of digital audio and video.

YouTube announced that it will spend more than $5 million to fund creators who “counter hate and promote tolerance.”

Almost 95% of brand and retail executives say live video will be an important part of their marketing strategy in 2018, according to a study released today by Brandlive and IBM Cloud Video

According to a confirmed report, CNN is closing down YouTube star Casey Neistat’s video business, Beme.

WARC’s latest monthly Global Ad Trends Report said that TV is the largest media channel, despite having registered a 1.4 percentage point dip in 2017.

A report from an October 2017 study reveals that more than eight in 10 (81%) internet users worldwide said they watched broadcast TV at least monthly. That was more than any other media channel, including radio, streaming video, cable or satellite TV and online or print news periodicals.

A study by cross-platform advertising solutions specialist Extreme Reach, “The Current State of Sourcing and Preparing Creative Assets for Video Campaigns” found that 70 percent of those surveyed report the industry should start over and create an entirely new workflow for creative assets management.  Also, 88 percent of those surveyed want a service that lets the media agency, creative agency, and client share and access creative assets from a central, permissions-based cloud location.

eMarketer’s forecast of subscription over-the-top (OTT) video viewership revealed that 37% of digital video viewers in China watch online content using a subscription service. The subscription market grew by more than 80% in 2017 and by 2019, eMarketer predicts more than two-fifths of digital video viewers in China will use an OTT service.

A report titled “Decreases in Psychological Well-Being Among American Adolescents” found that adolescents’ psychological well-being decreased the more hours a week they spent on screens. Teenagers that are only behind a screen for between one and five hours a week are happier than those who never use screens. The least happy ones were those who used screens for 20 or more hours a week.