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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!)

 

Global media and advertising technology company Entravision Communications Corporation has announced the appointment of Karl Alonso Meyer as Chief Revenue and Product Officer, effective immediately. Based in Los Angeles, Meyer will be responsible for leading all of Entravision’s sales and revenue strategy and initiatives.

 

 

 

 

 

Coty Inc. has appointed Fiona Hughes as Chief Marketing Officer, Coty Consumer Beauty, and as a member of the Executive Committee, effective June 12, 2019, reporting to Pierre Laubies, Coty CEO & Consumer Beauty President.

 

 

 

 

 

 

National Restaurant Association and National Restaurant Association Educational Foundation President & CEO Dawn Sweeney announced today that she will step down when her current contract ends at the end of 2019. Until then, she will continue to lead the Association and Foundation, gain Board approval for the 2020-2024 strategic plan, and assist Board leadership in the search for a new CEO.

 

 

 

 

 

Focus Brands Inc. announces that global industry leader Dan Gertsacov will join its executive team in the newly-created role of Global Chief Marketing Officer. Gertsacov joins Focus Brands from Arcos Dorados, the world’s largest independent franchisee of McDonald’s, where he held the title of Chief Marketing and Digital Officer.

 

 

 

 

 

KFC U.S. has named Monica Rothgery its new Chief Operating Officer, effective immediately. In her new role, she will oversee operational strategy and execution, improve processes, new labor models and technology integration. She joined KFC U.S. in August  and has worked at Yum Brands for nearly 30 years, originally joining in 1992 as a General Manager at Taco Bell.

 

 

 

 

 

Equinox hired Seth Solomons as the company’s new Chief Marketing Officer, reported AdAge. Vimla Gupta, Equinox’s previous Chief Marketing Officer, was appointed a year-and-a-half ago. According to his LinkedIn, Solomons started in the ’90s with Wunderman before becoming Global CMO at Digitas, where he spent 11 years. Since 2015, Solomons has been the global CEO at Wunderman.

 

 

 

 

Felix Palau is now Group Brand Director, Tequila at Proximo Spirits. He previously filled the role of SVP, Marketing, Heineken Brand at The Heineken Company.

 

 

 

 

 

 

 

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!)
Click here for previous Changing Places editions
descarga (5)Felix Palau, VP Tecate at Heineken USA, has been promoted to Senior Vice President, Heineken®. Previously, he was Heineken Regional Director, Global Marketing Americas Heineken for almost 3 years and VP Marketing Tecate Equity for almost 4 years.

 

 

 

 

 

AAEAAQAAAAAAAAQjAAAAJDc4NTYwNzA2LTIxYzUtNDdlZS1iOTE2LWY0Yjk3OTE5Mzc0ZQGreg Revelle has joined Kohl’s as its first chief marketing officer since 2012. That role was being overseen by Michelle Gass, who is the retail chain’s chief merchandising and customer officer. Revelle was most recently CMO at Best Buy. Prior to that he was CMO at AutoNation, after spending seven years at Expedia, where he rose to VP, global marketing.

 

 

 

Madeline_245Madeline Rich has been promoted to VP of Professional Services at Lotame, the independent data management platform (DMP) and data exchange. In the role of VP, Professional Service, Madeline will serve as U.S. lead and global coordinator for the group. Madeline and team will engage with customers in a strategic capacity to help them define, plan and prioritize their own data strategy to increase satisfaction and success with Lotame’s data driven products and solutions.Having been with Lotame for more than nine years in a number of roles — including sales, marketing and client success — Madeline has earned the respect from every one of her colleagues as someone who will get the job done ahead of schedule and better than expected.

 

descarga (7) stevemcgowanUnivision Communications Inc. (UCI) announced that Stephen J. (“Steve”) McGowan has been named senior vice president, Corporate Research, effective immediately. McGowan, who most recently served as vice president, Research at the Public Broadcasting Service (PBS), will be based at UCI’s corporate headquarters in New York and will report to Jed Meyer, executive vice president, Corporate Research.In this role, McGowan will help oversee UCI’s research efforts, providing leadership, strategic analysis and support for network management, programming and ad sales.

In addition, Univision Communications Inc. has promoted Danny Lowry to vice president, Radio National Sales and Christine Escobar to vice president, general manager & director of Sales for Univision Austin, effective immediately.

1Lowry will be based in Dallas and report to Dominic Fails, senior vice president of Local Media Sales.

 

 

 

 

 

2Escobar will continue to be based in Austin and report to Luis Fernández-Rocha, senior vice president and general manager.

 

 

 

 

 

 

Join us at PORTADA Mexico!

We are thrilled to present Portada Sports Marketing Board, which will feature 12 brand marketing and agency luminaries. This announcement underscores our new commitment to serving the vibrant sports and soccer marketing sectors.As members of the Sports Marketing Board, these leaders and innovators will participate in Portada’s marquee events and provide thought leadership to Portada writers and researchers.

Portada Sports Marketing Board Members

    • John Alvarado, VP Brand Marketing, Crown Imports
    • Analia Benedetti, Director of Shopper Marketing and Multicultural, Kellogg
    • Ed Carias, Sr. Brand Manager el Jimador Tequila – North American Region, Brown-Forman
    • Ramiro Crespo, Multicultural Channel Strategy, Sprint
    • Jeff Garrant, Senior Partner, Director Sports & Entertainment Marketing, Maxus
    • Jorge Inda Meza, Marketing Director Region West, Anheuser Busch
    • Daniel Keats, Director Sports and Sponsorships, Consumer Marketing Allstate Insurance
    • Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment
    • Felix Palau, VP Tecate, Heineken
    • Mike Tasevsky, SVP U.S. Sponsorship, MasterCard
    • Ivonne Kinser, AFM ‎Director Digital Strategy & Innovation, Avocados From Mexico
    • Kymber Umana, ‎Hispanic Marketing Manager, Sprint

Meet the Board

Subscribe to Portada daily Sports Marketing Updates!

Creating a space to learn from each other

As members of the Sports Marketing Board, these leaders and innovators will participate in Portada’s marquee events and provide thought leadership to Portada writers and researchers.
“Sports offer the opportunity to establish a meaningful, authentic connection with our consumers and create (and deliver) great content, and successful shopper programs. I personally love Portada’s initiative: by putting this board together, Portada is creating a great space for us to learn from each other, share best practices and bounce ideas,” says Analia Benedetti, Director of Shopper Marketing and Multicultural.

Daniel Keats, the Director of Sports and Sponsorships for consumer marketing at Allstate Insurance, notes that “sports are a major passion point impacting consumers across all segments,” and that t is important to have a specific focus on unique content, programming, and market intelligence when engaging consumers through this powerful medium.”
“It is a real privilege to have the backing of this outstanding group of brand marketing and agency executives. This sports marketing board will be essential to our efforts to produce high-quality events and provide value for our partners and sponsors,” says Marcos Baer, the publisher of Portada. “Due to their rapidly growing popularity among overall U.S. and multicultural audiences, we are substantially increasing our coverage of soccer and sports marketing,” Baer adds.

Portada Sports Marketing Programming

March 22: Launch of Portada’s Sports Marketing site in Beta
April-May 2017: The 2018 Soccer World Cup Golazo Marketing Pitch Contest
June 7, 2017: The Portada Sports Marketing Platform Launch Party and Webinar at the PortadaLat conference, Miami
September 13,2017: The Portada Sports Marketing Forum, NYC, part of Portada17 (September 13-14)

For information on sponsorship opportunities and other creative ways to align your brand with Portada’s Sports Marketing Platform, please reach out to Sales/Marketing Director Kelley Eberhardt at kelley@portada-online.com

What: Felix Palau, Tecate’s VP, talks about why the Mexican beer is going after U.S.-Hispanic Millennials, and why the brand chose the sports of boxing and soccer as its focus in engaging with new consumers. (Felix Palau is a confirmed speaker at Portada’s Hispanic Sports Marketing Forum in NYC on Sept. 21.)
Why it matters: Tecate has started a 39-week ad campaign created by Saatchi & Saatchi New York with the goal to appeal to bilingual, millennial Hispanics. The campaign will focus on themes related to soccer and boxing, with the tagline “Born Bold.” The campaign will run on English and Spanish TV, out-of-home, digital ads and social media.

Portada: Why did you choose to go after Hispanic millennials?
FP: “Our former campaign was centered on Hispanic newcomers. These are Hispanics who have been living less than ten years in the U.S. and are Spanish dominant. They represent around 10 or 11% of the whole Hispanic population living in this country. According to the last Census, more than half of the U.S. population’s growth is coming from Hispanics. So 80% of the growth of legal recreation consumers will also come from Hispanics.”

Our consumers and the brand’s growth will come from Hispanic millennials. Out of 23 million Hispanic Americans, 42% are millennials.

TKT2Portada: When putting together a campaign, what specific approach does this generation require?
FP: “Hispanic millennials are a consumer harder to understand. These guys want to be much more visible. They are much more immersed in American culture. They want to stand out and progress. They want to be acknowledged, while they still embrace their cultural values like music, sports, family, etc. They also have fully incorporated American values. That’s the way they live every day in all their relationships. Gathering insight that really resonates with these guys took us a while.”

Portada: How are you approaching your consumers through social media?
FP: “
Hispanic millennials connect via mobile much more than non-Hispanics. They are nearly twice as probable to own a tablet. Hispanic millennials are on Facebook and Instagram a lot.
We shifted our strategy in 2014, when we started having a much more robust media plan to have presence in digital platforms nationally. What we are doing now is leveraging our main activation subjects, which are boxing and soccer, and we create content year around so we can start reaching our consumers in a relevant way. We go on a 360 approach, under the same umbrella related to soccer and boxing.”

Portada: How will your campaign adapt to a bilingual audience?
FP: “Our campaign is built from the insight of a bicultural Hispanic. That gives us the ability to be flexible and do the same idea, which in this case is “Born Bold” and only adapt the language to each specific audience. Our TV creative is going to be exactly the same for our English and Spanish media buy. The only adaptation we do is the language.”

TKTPortada: Why did you choose to work with Saatchi & Saatchi New York instead of a Hispanic based agency?
FP: “
We had many different agencies in mind, some more focused in the international market, and others with a more Hispanic focus. The decision was made based on which agency had the stronger insight creative capabilities to work with our communication strategy. We didn’t necessarily stick to the decision where we needed to align a Mexican brand creative strategy towards the Latino and Hispanic based agencies.”

Portada: What is the relevance of connecting Tecate with sports?
FP: “
Sports are very relevant to us. When we go back to our base consumers, other than family and culture, sports is the next thing that really matters to them. Our strategy is leveraging tools to some of the consumer’s biggest passion points such as boxing and soccer.”

Portada: Why boxing and soccer?
FP: “
We have been relating our brand and positioning it around boxing in the U.S. since 2007. The main reasons are: around 55% of Hispanics in the U.S. are boxing fans. Boxing is a sport that is totally aligned and related to our positioning strategy.
Our slogan is “Born Bold.” Tecate stands for your inner drive to be bold, and what better sport than boxing to represent that? Also, with the resources that we have, we can really stand out in this arena. We don’t only put our logo on the matt; everything we do around boxing has a full activation through the line, from TV to outdoors, to digital, and to the event itself.
On the other hand, we started connecting Tecate with soccer in the U.S. last year. We know that in comparison with other sports, such as football, soccer doesn’t have such a big fan base, but at the end of the day, what we are doing is relating Tecate to Mexican soccer. For this specific consumer, the bicultural consumer, soccer is a very relevant passion point.
We started sponsoring Las Chivas de Guadalajara in the U.S. in 2015. This team has a five million fan base in the U.S., from Texas all the way up to California. So Chivas plays exclusively for Tecate during the summer, when they are off-season in Mexico. And we have major boxing events to fill the gap when Chivas isn’t playing.
We go on a 360 approach. What we are trying to do this year is everything has to be under the same umbrella related to soccer and boxing.”

https://www.youtube.com/watch?v=89xIZTWZ2x0

Join us at PORTADA Mexico!

We have designed next week’s stellar #Portadalat’s program so that attendees get the best content and key takeaways on the 12 main issues which will drive the growth of the Latin American/panregional advertising and media sector. They are:

marklarkin1. Online Video, the hottest Latin media platform: Explore how Online Video is expanding in the Latin space. What are the key challenges that have to be overcome in order for growth to be accelerated: The quest for credible metrics for video entertainment experiences as understood by Group MESPN and ComScore. Learn from Mark Larkin (photo), general manager of  global digital media player CNET, how to use online video to engage audiences worldwide. Plus, best practices from Havas, Puig and Avaya.

2. The latest research about how multiscreen consumption is evolving in the Latin American and U.S. Hispanic markets. What are the media consumption habits of today’s kids and teenagers? Key insights from Discovery, Viacom and YuMe.

3. Is there money in it? How should media owners best monetize online video. Learn from experts how best to take advantage of online video content through advertising. What a leading executive from BrightCove has to say.

fp4. Real-Time-Marketing: What does it mean in a Latin Context? As Ad-Tech companies are expanding to Latin America,  is Latin America really ready for the new world of Real-Time Marketing,programmatic,RTB’s, SSPs …? What concrete real-marketing campaign examples targeting Latin American audiences are there already and what can be learned from them? The answers by Felix Palau (photo), Brand VP Global Marketing. Américas, Heineken.

5. Panregional Content Marketing: Is there such a thing? How do major Content Marketers strategize within the local-vs panregional pendulum. Hear about actionable Latin American content marketing insights. from leading Content Marketing practitioners at 3M, Skyword and Piccolo Universe. Plus the latest addition Denisse Guerra, Regional Marketing Director Latin America ESTÉE LAUDER!

scott.dadich.feature6. The Interaction between Design and Technology. A key issue facing consumer electronics. How Design will impact technology and what this means for marketers and media, by Wired’s Editor-in-Chief Scott Dadich (photo).

7. How is panregional advertising going to evolve in a real-time marketing world? Is it going to be strengthened by it? The example of the travel services industry.

8. How Global Brand Planning impacts Latin American media buys, according to key marketers from global snack powerhouse Mondelez.

9. Mexico: Financial Service Marketing in Latin America’s second largest economy. Key takeaways on:  How to market financial services in a country where only 30% of the population has a bank account.  How Citibank-owned Banamex, integrates its  marketing with Citibank’s global marketing objectives.

cesar salazar10. What opportunities are there for Latin American tech-entrepreneurs and who is ready to finance them. A conversation between Cesar Salazar (photo), Venture Partner, 500 Startups, Mexico and Victor Kong, president of Cisneros Interactive.

fiore11. The biggest show in the World! Learn first-hand from Soccer Celebrity “El Presidente” Fernando Fiore on his bets for the Soccer World Cup which starts on June 12 in Brazil. Plus his views on the future of the soccer marketing discipline.

12. Learn about opportunities and acquire market-intelligence at #Portadalat’s popular Speednetworking function.

Table Leaders will include Vanessa Gonzalez, Managing Director, Omnicon Digital Latin America, Luis Ortuzar, Regional Marketing Director, Christian Dior Parfums LatAm & Caribbean, Anita Geller, Head Digital Marketing at Sandoz Latin America, Helber Diaz, Media Director at MediaBrands and many more!

We have designed next week’s stellar #Portadalat’s program so that attendees get the best content and key takeaways on the 12 main issues which will drive the growth of the Latin American/panregional advertising and media sector. They are:

marklarkin1. Online Video, the hottest Latin media platform: Explore how Online Video is expanding in the Latin space. What are the key challenges that have to be overcome in order for growth to be accelerated: The quest for credible metrics for video entertainment experiences as understood by Group MESPN and ComScore. Learn from Mark Larkin (photo), general manager of  global digital media player CNET, how to use online video to engage audiences worldwide. Plus, best practices from Havas, Puig and Avaya.

2. The latest research about how multiscreen consumption is evolving in the Latin American and U.S. Hispanic markets. What are the media consumption habits of today’s kids and teenagers? Key insights from Discovery, Viacom and YuMe.

3. Is there money in it? How should media owners best monetize online video. Learn from experts how best to take advantage of online video content through advertising. What a leading executive from BrightCove has to say.

fp4. Real-Time-Marketing: What does it mean in a Latin Context? As Ad-Tech companies are expanding to Latin America,  is Latin America really ready for the new world of Real-Time Marketing,programmatic,RTB’s, SSPs …? What concrete real-marketing campaign examples targeting Latin American audiences are there already and what can be learned from them? The answers by Felix Palau (photo), Brand VP Global Marketing. Américas, Heineken.

5. Panregional Content Marketing: Is there such a thing? How do major Content Marketers strategize within the local-vs panregional pendulum. Hear about actionable Latin American content marketing insights. from leading Content Marketing practitioners at 3M, Skyword and Piccolo Universe. Plus the latest addition Denisse Guerra, Regional Marketing Director Latin America ESTÉE LAUDER!

scott.dadich.feature6. The Interaction between Design and Technology. A key issue facing consumer electronics. How Design will impact technology and what this means for marketers and media, by Wired’s Editor-in-Chief Scott Dadich (photo).

7. How is panregional advertising going to evolve in a real-time marketing world? Is it going to be strengthened by it? The example of the travel services industry.

8. How Global Brand Planning impacts Latin American media buys, according to key marketers from global snack powerhouse Mondelez.

9. Mexico: Financial Service Marketing in Latin America’s second largest economy. Key takeaways on:  How to market financial services in a country where only 30% of the population has a bank account.  How Citibank-owned Banamex, integrates its  marketing with Citibank’s global marketing objectives.

cesar salazar10. What opportunities are there for Latin American tech-entrepreneurs and who is ready to finance them. A conversation between Cesar Salazar (photo), Venture Partner, 500 Startups, Mexico and Victor Kong, president of Cisneros Interactive.

fiore11. The biggest show in the World! Learn first-hand from Soccer Celebrity “El Presidente” Fernando Fiore on his bets for the Soccer World Cup which starts on June 12 in Brazil. Plus his views on the future of the soccer marketing discipline.

12. Learn about opportunities and acquire market-intelligence at #Portadalat’s popular Speednetworking function.

Table Leaders will include Vanessa Gonzalez, Managing Director, Omnicon Digital Latin America, Luis Ortuzar, Regional Marketing Director, Christian Dior Parfums LatAm & Caribbean, Anita Geller, Head Digital Marketing at Sandoz Latin America, Helber Diaz, Media Director at MediaBrands and many more!

We just got confirmation from several major brand marketers who will be speaking at our 2014 Latam Summit taking place on June 3-4, 2014 in Miami’s InterContinental Hotel under the Theme “Entering the Real-Time Marketing Age”.

– Carlos Espindola, eHub Manager Latin America, 3M,
– Felix Palau, Brand VP Global MKT Américas, Heineken and
Javier Salas Rodriguez, Digital Acquisition Marketing Manager, American Express have been added to an already impressive roster of Speakers including:

Scott Dadich, Editor in Chief, Wired
Mercedes Lopez Arratia, Head of Digital Marketing and Premium Marketing, Banamex
Caio del Manto, International   Brand Planning Lead Latin America / Global Brand Strategist, Mondelez
Annika Blockstrand, International  Regional Media Director, Mondelēz

Early Bird Ticket pricing expires next Friday April 11! Get your ticket now!
Or buy a combo ticket to the Latin Online Video Forum and Latam Summit and the HOTEL IS ON US!

Brightstar invests in YaSabeJUAN CHOUZA sends “fruits” to his clients and prospects. He notes that fruits always come across as a nice and attention grabbing gift. To prove his point, Chouza, a Digital Sales Executive at ImpreMedia in New York, sent Portada’s publisher Marcos Baer a bouquet full of delightful fresh fruits from Edible Arrangements. It’s the Holiday time, the time when people give gifts to family, friends and business partners. Portada’s editorial team thought that it would be timely to do a survey about gifts in the Latin Advertising and Media Industry. So we asked major client, agency and media executives what is the best present they ever received and which one was the most weird or awkward. The results of our survey may take the guess work out of your gift-giving.

FABIAN CASTRO, VP Multicultural Marketing, Universal Pictures
“The nicest present(s) that I’ve received continue to be the Talavera décor items from Puebla Mexico that we get every holiday from Lopez Negrete. So far, I’ve received a tiled pitcher and decorative plate that I keep on my office’s coffee table. It is a clever and beautiful way of sharing Hispanic craftsmanship that one would be proud to display in an office.”
“The weirdest present I’ve received is a package that simply had one pencil with the company’s name on it. No note, no explanation. And the kicker was that the pencil’s tip was broken.”

COURT STROUD, Director of Sales, V-Me Media
“Very early in my career I sent some cupcakes to a prospect who hadn’t been returning my calls. On top of the box, I glued an old sneaker ‘in order to get my foot in the door’. So corny and I took a lot of ribbing from the buyer -But I did get a call and I did get the meeting.”

FELIX PALAU, VP of Marketing, Tecate Equity
“An acoustic guitar from Premios TecateTexas.” “A gift box that was empty. I’m sure who ever packed it made a mistake, but what was weird was figuring out how to say thank you for your… gift.”

GUILLERMO ABUD, VP Digital Director , MV42 MediaVest
“A basket with Mexican tamales with a Mariachi hat.”
“A pen from the competitor of the company who sent the Tamales. I guess it falls in the joke category and not necessary weirdest.”
MIKE FOLEY, Brand Manager U.S. Hispanic and Export, Post Foods
“I am not able to accept presents from vendors. To me, it’s more valuable to have their trust, partnership and thought leadership. That is truly invaluable.”

STEPHANIE DA COSTA, Media Director, Wing
“Trips are always great! A few years ago I got invited to a women’s only spa/golf weekend at Amelia Island. It was in an effort to help women learn to play golf since its common for men to make deals on the course. Not only was being invited to a trip great, but the premise of the trip was really unique.”“I don’t have any weird presents that I ” remember – so I think that’s a good thing! I do remember thinking that my team was sent dog cookies because of the name of the cookie company! It was difficult to convince our team otherwise and actually enjoy the cookies. They were delicious!”

EMMA VÉLEZ LÓPEZ, Director of Advertising U.S. Hispanics, DIRECTV
“Some of the nicest presents I got, was when I received flowers as thank you for a project. I always think that flowers are a simple, yet beautiful gesture. It brightens the office, immediately makes me smile and all my colleagues. And it keeps everyone guessing on what was the special occasion! Love it! “
“Maybe I have blocked my memory from any weird gifts, but I do not recall receiving a very weird present. I have gotten food items that I simply did not like the taste, but those were presents that we I still enjoyed getting.”

ULISES VÁZQUEZ, CEO, Matomy México
“We provide solar flowers as our gift. This is a really compelling gift which is in line with our image of an innovative company.”

STACEY ABREU, Associate Media Director,MindShare
“I received wonderful congratulatory well wishes from the vendor community when I had my son; this meant a lot to me.”

CARMEN TORRES, Media Supervisor, 22Squared
“A Swiss Army laptop bag.” “A napkin with a company logo.”

Heineken USA , the owner of the Tecate brand, just selected Dalas based INSPIRE! to reach second generation Hispanics.  iNSPIRE!’s responsibilities will include supporting billboard, radio and digital campaigns in key brand markets. Based on the success of Tecate’s Spanish-language creative among U.S. Spanish-speaking consumers, Olabuenaga Chemistri will remain the agency of record for all Spanish-language communications for the Tecate franchise and Indio in the U.S.  MediaVest’s MV42 will continue to lead the media buying efforts for the Tecate franchise and Indio in the U.S.

We don’t consider general market a target, necessarily.

In June last year Tecate and Tecate Light consolidated all their advertising with  Mexico-based Olabuenaga Chemistri. The move was not without polemics as the Mexico City based agency was charged with doing English-language work. Portada thought it would be good to get some insight on the why and how of iINSPIRE’s selection as well as the strategy of Tecate going forward. So we interviewed  Felix Palau, VP of Marketing of Tecate:

Portada: Is iNSPIRE! going to do both general market and work targeting the bilingual assimilated Hispanic population?

Felix Palau, VP of Marketing Tecate: ” We don’t consider general market a target, necessarily, but understand that the media consumption Felix-Palau-VP-of-Marketing-for-Tecate-Tecate-Light-Bohemiahabits of bilingual and bicultural Hispanics can be very similar to their general market counterparts. iNSPIRE! has been tapped to develop English-language creative work for the Tecate franchise and Indio that can resonate with this growing population. They will leverage insights and experience to connect with U.S. Hispanics who are more acculturated than newcomer consumers, and pull cues from their Hispanic and American background to create their own identity.”

 

 

Do you think Hispanic agencies are better positioned than general market agencies to do work targeting the bilingual-assimilated Hispanic population?
F.P.: “The bilingual, bicultural U.S. Hispanic population is complex in nature, given that they expertly blend the best of their worlds to create a unique culture and lifestyle. As with any market segment, what’s important – both on the agency and brand side – is that there is a deep understanding of who this consumer is, what appeals to him and what drives him to make purchasing decisions.”

What type of media will iNSPIRE! work for in Tecate?
F.P.: “iNSPIRE! will develop English-language radio and out-of-home creative for the Tecate franchise as well as Indio, targeting English-speaking Hispanics in the U.S. We have chosen to keep Olabuenaga Chemistri as the AOR for the Tecate franchise and Indio Spanish-language creative, based on their success in helping the brands connect with Spanish-speaking U.S. Hispanics since 2012.”

 

 

Will Hispanic Advertising grow in 2013 and if so how?  Portada asked eight major clients and media executives at advertising agencies. Most see strong growth in mobile, digital (particularly online video). Regarding audiences,  there is a strong interest in reaching out to the bilingual/bicultural Hispanic. SoLoM0 (Social, Local and Mobile) is seen as one of the  main trends building up in 2013 and throughout the rest of the decade. The emphasis on digital media should not hide that the main dollars will likely continue to be going towards broadcast media. As Post Food’s  Mike Foley summarizes:”We have a strategic mix of traditional and exploratory media. We will not be walking away from our levels of TV, radio and Branded Integrations with all of the top Hispanic networks”. More insights and details below. (Next week we will be reviewing the main challenges coming up in 2013 as seen by these major executives).

Stacey_Abreu, Associate Media Director, Mindshare
Stacey_Abreu, Associate Media Director, Mindshare

Stacey Abreu, Associate Media Director, MindShare
(together with Yvette DelValle, Associate Media Director Mindshare)
For media types, it is digital and mobile. Both are extremely important contact points, as the Hispanic community over indexes on all digital and mobile activities more than any other segment (e.g. general market, AA). The Hispanic population is also younger vs. the general market making them more inclined to be tech savvy and own a smartphone. When planned and executed correctly, both these channels have proven extremely effective across the spectrum of brand goals/metrics; for awareness campaigns we have seen the strongest CTR and for acquisition we have delivered on positive ROI figures.”

“The audience with the strongest opportunity is the bilingual/bicultural Hispanic. Over the past 10 years this segment has grown immensely, doubling its size and ultimately influencing the marketplace from a media (many English-language properties are now targeting Hispanics) and pop-culture (it is “cool” to be ethnic) perspective. If we don’t continue to enhance our communication plans by connecting with the bilingual/bicultural Hispanic and developing consumer journeys that take into account where and when they are receptive (Digital and Mobile being a key part of this) it will be a lost opportunity in the future.”

Guillermo Abud, VP Digital Director, MV42 Mediavest
Guillermo Abud, VP Digital Director, MV42 Mediavest

Guillermo Abud, VP Digital Director, MV42 Mediavest

“I think the opportunities are mostly around the Social Media, Mobile and Online Video.  Social Media is getting lots of traction since Hispanics are “Social by Design”, Mobile since there is a huge mobile penetration and little has been done in the market and Online Video since supply and demand are increasing considerably. We should also take a closer look in the SoLoMo space… (Social, Local and Mobile) as we approach 2014. 2013 will probably the base for constructing SoLoMo.  When it comes to the audience, many advertisers and agencies are looking at targeting even more at the Hispanic Second and Third Generations where the bilingual Hispanic play a huge role for our clients growth.  We will continue exploring better ways to target Hispanics around their passion points, such as music, entertainment and soccer and for CPG companies, moms are also a focus. ”

Fabian Castro, Multicultural Marketing Director, Universal Pictures
Fabian Castro, Multicultural Marketing Director, Universal Pictures

Fabian Castro, VP Multicultural Marketing, Universal Pictures

” The Hispanic audience continues to be an important target audience for Universal Pictures.  A huge opportunity for us will be mobile and tablet use, since it is fast developing into Hispanic’s preferred source of information for movie content, trailers and show times in both English and Spanish. We will definitely be developing strategies that involve mobile in all levels of moviegoer’s purchasing funnel.”

Stephanie Da Costa, Media Director, Wing
Stephanie Da Costa, Media Director, Wing

Stephanie da Costa, Media Director, Wing
“The main opportunities will be within digital – online/mobile/social to the bicultural segment (in both languages) and themes like parenting and retail will likely grow.”

Mike Foley, Brand Manager and Export, Post Foods
Mike Foley, Brand Manager and Export, Post Foods

Mike Foley, Brand Manager U.S. Hispanic and Export, Post Foods

“We have a strategic mix of traditional and exploratory media. We will not be walking away from our levels of TV, radio and Branded Integrations with all of the top Hispanic networks, but we overlay new media tactics within our traditional media plan to test new methods and understand how those are used by consumers and how they engage with the brand. We will continue with digital in a big way around traditional digital banner/OVU tactics as well as understanding the right way to utilize mobile and continue our success with social via Facebook fan page ‘Pensemos Positivo’, our Twitter handle and even with Instagram.”

“We target our consumer by archetypes and not so much by acculturation levels. It doesn’t matter if she is Spanish dominant or preferred – it matters how she lives her life and how our brands can connect with her in a meaningful away. I strongly feel that is the best way to stay top of mind and brand loyal.”

Felix Palau - VP of Marketing for Tecate, Tecate Light, Bohemia
Felix Palau – VP of Marketing for Tecate, Tecate Light, Bohemia

Felix Palau, VP of Marketing, Tecate Equity

“The main opportunity we have identified for Tecate and Tecate Light in 2013 is creating engaging experiences for consumers. Given that Spanish-dominant and bilingual Hispanics spend a large portion of their day connect to the Internet or mobile phones, we are focusing our plans on creating these experiences at various consumer touch points, whether it be through social media engagement, sponsorships, videos, etc. Additionally, we are taking a more local approach to our marketing plans, which will give us the flexibility to create programs that are truly relevant to the Hispanic consumers in our key markets.”

CarmenTorres, Hispanic Media Supervisor, 22Squared
CarmenTorres, Hispanic Media Supervisor, 22Squared

Carmen Torres, Hispanic Media Supervisor / 22squared

“Hispanics are early adopters of new media and technology. However, many advertisers still struggle with the inclusion of emerging media as part of the media mix to reach the Hispanic community. Hispanics over-index versus the total population in the use of online video and digital, mobile and social media; but advertisers have not yet identified how to use these vehicles to target Hispanics. In 2013, there is a huge opportunity for advertisers to tap into these vehicles to engage with the Hispanic community. Digital technology plays an important role in the lives of Hispanics, as it’s primarily linked to two of their most important pillars: family connections and culture. The Internet makes their lives easier by providing quick access to information, products, and news from their countries of origin. It is key for agencies and advertisers to understand how Hispanics relate to these vehicles so we can provide relevant content and use for this consumer. ”
“Another area of opportunity is sports, as it is considered a key touch point to reach Hispanics. It facilitates interaction with both Hispanic and American culture, especially when the Hispanic population growth is coming from U.S.-born Hispanics who will likely become fans of both traditional Hispanic and traditional American sports. We are also seeing a proliferation of Hispanics playing American sports, like Victor Cruz playing for the New York Giants, which helps Hispanics connect with non-traditional Hispanic sports. For advertisers, sports can be a useful tool for connecting with the more acculturated Hispanic consumers based on their sports preference.”

Emma Velez Lopez, Hispanic Marketing Director, DIRECTV
Emma Velez Lopez, Hispanic Marketing Director, DIRECTV

Emma Velez-Lopez, Director Advertising U.S. Hispanics, DIRECTV

“In 2013 there will be many opportunities to reach the U.S. Hispanic market. You will see more digital media growth and even more testing in mobile. However, you will continue to see the high investments on TV. In particular, when one of your goals is to generate a phone call. Also, next year, there will be more opportunities to address all levels of acculturated USH segments across the board, Men vs Women and the entire family unit. As more data is available on the behavior, technology and media consumption of Hispanics, you will see more marketers fine tune the way to go to market and reach these groups more efficiently. The beauty about the paid TV service, in particular about DIRECTV,  is that you have content and technology to satisfy both the Spanish and English language TV viewing experience.”

2013 Predictions

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