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What: FIFA has announced its plans for growing women’s soccer worldwide.
Why it matters: For FIFA, increased participation will mean increased interest in the women’s game, leading to more marketing opportunities for brands as well.

Victory Lap (Wikimedia Commons/Nicki Dugan Pogue)

If for years it has seemed like FIFA (@FIFAcomhas concentrated, say, 99 44/100% of its energies on the men’s game, it’s probably not an illusion. And while the Women’s World Cup (@FIFAWWChas helped the ladies version gain popularity since the U.S. won the inaugural event in 1991, soar after the American victory in 1999, and reach new heights following the 2015 U.S. win over Japan in Canada, the lion’s share of the organizing body’s attention has focused on the men in the 100+ years since its 1904 founding.

The Portada Brand-Sports Summit in Los Angeles on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.

With the worldwide opportunities that the women’s game now possesses, FIFA recently unveiled a new global strategy, with a stated goal of doubling women’s participation to 60 million across the globe. With the Women’ World Cup looming next summer in France, now is the time for FIFA and its Confederations to step up, and for marketers to take advantage. In fact, the Concacaf (@Concacafwomen’s championship, which determines the World Cup qualifiers, is going on now through Oct. 17.

Most importantly it will make football more accessible to girls and women and encourage female empowerment.
Sarai Bareman (via Twitter)

In what many followers of the women’s game saw as at least a good first step, two years ago FIFA set up its first Women’s Football Division, run by Chief Women’s Football Officer Sarai Bareman (@SarBareman), a New Zealand native who competed for Samoa, the homeland of her mother. That same year, Fatma Samoura (@fatma_samouraof Senegal was appointed as the first female Secretary General of FIFA. These were two of the first significant moves by Gianni Infantino after replacing Sepp Blatter as FIFA’s president.

“As FIFA’s first female Secretary General I am proud to launch our first-ever global strategy for women’s football,” said Samoura in a statement. “The women’s game is a top priority for FIFA and via our new strategy we will work hand-in-hand with our 211 member associations around the world to increase grassroots participation, enhance the commercial value of the women’s game and strengthen the structures surrounding women’s football to ensure that everything we do is sustainable and has strong results. Most importantly it will make football more accessible to girls and women and encourage female empowerment, a subject of great importance, now more than ever before.”

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(Wikimedia Commons-GoToVan)

In 2015, with the Canada location providing more TV-friendly match times than the previous two Cups in China (2007) and Germany (2011), FIFA broadcast partner Fox attracted brands like Nationwide (@Nationwideand Fiat (@fiatalong with U.S. Soccer’s official sponsors Mondelez, Budweiser, Coca-Cola, Chevrolet and Johnson & Johnson.

Now, pool prize money increases, additional grassroots plans, and commitments to placing women in leadership positions on FIFA committees and in every member association are also part of the initiative. With the U.S. vs. Japan 2015 final attracting nearly 27 million viewers here, the most for any soccer match involving a U.S. team (men or women), interest among sponsors for the 2019 tournament should be at an all-time high.

Cover Image: credit Nicki Dugan Pogue/Wikimedia Commons

Fiat is the number two automotive brand worldwide but in some Latin American countries, including Brazil it is number one, taking a 21.5% market share. In Brazil, Fiat is also building a new Jeep plant from where it plans to supply most of Latin America, João Batista Ciaco, Head of Advertising and Relationship Marketing Director of Fiat in Brazil and Latin America, tells Portada.

Joa CiacoOverall, Fiat is the number two brand in Latin America but with the new Jeep plant and models, Ciaco expects Fiat to challenge General Motors as the first Latin American automotive company in sales. Fiat will continue to offer small cars for the first time buyer in Latin America. First time buyers are mostly  a young and aspirational demographic. Ciaco notes that Fiat will put as much new technology into the affordable lines as possible including features like the “start-stop” feature.

 Fiat has a programmatic buying program, but it is using first party data as opposed to third-party data which they consider questionable.

Media and Real Time Marketing

Regarding Fiat’s Media Mix in Latin America, Ciaco says that ” Traditional media will continue to be important but that he will move 20% of the  budget to digital going forward.”  Fiat is currently working on programmatic buying across the board, but they are using first party data as opposed to third-party data which they consider questionable.

According to Ciaco, the mobile medium offers a big opportunity as it can give Fiat valuable information on Real Time, from who is interested in buying Fiat products  to maintenance information on all its products.

João Batista Ciaco is Head of Advertising and Relationship Marketing Director of Fiat in Brazil and Latin America and is responsible for the brand’s strategic planning; development and implementation of online strategies, including social networking interactivity; media planning, buying and post-buying; relationship marketing initiatives; and for implementing the CRM Project (Customer Relationship Management) in Brazil. The company’s advertising strategies and all other communication initiatives are also among his duties. Portada got the chance to talk to him at the recent Festival of Media Latam that was celebrated in Miami. For more information on Fiat marketing check out our interview with Fiat-Chrysler’s CMO Olivier François.

Our Third Quarter 2014 (Issue 55, Year 12) in Digital Magazine Format! Download it at the bottom of this page.

  • ARE YOU READY FOR DEVICE AGNOSTIC MARKETING? Consumers have gone multiscreen for years now. But are corporate marketing departments and media buying units ready? As importantly, do they have accurate data about cross-device usage and engagement?
  • MARKETER INTERVIEW: OLIVIER FRANCOIS, CMO, CHRYSLER: Chrysler’s Chief Marketer notes that his brands Jeep, Dodge, Ram Trucks and Fiat each have a strong presence among Hispanics and represent significant sales opportunities in key segments.
  • NEWS AND TRENDS: Multicultural and media planning firms fine-tune their offerings: NuvoTV buys Fuse, expands distribution network: Kraft’s programmatic push includes Hispanic: Quad buys Brown Printing …and more.
  • SOUNDING OFF: The gist of Thought Leadership Columns by
 Joe Kutchera, Mike Caprio and Ronald Bautista.
  • RESEARCH: Mobile Media: Google leads in combined browser and app audiences while Facebook has the most visited app.
  • OUR VIEW: Content Marketing, a boon for Hispanic advertising agencies.

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!

      • VJ Media and Cadillac

descarga (8)Vanessa James Media will honor five media industry entrepreneurs at her latest installment of VJMedia MixologyIII, a signature event in South Florida that connects brands with media influencers. The event will take place in the Miami art district at the exclusive Studio 255, (255 NW 25th Street, Miami FL 33127) Saturday, July 26 from 6 p.m. to midnight. The “Spirit of Excellence” Award has been created to honor and acknowledge the contributions of leaders from all walks of media. This year it will be presented by Vanessa James and Cadillac.Remy Martin will host the evening as the exclusive Spirits sponsor. Supporting brands include: Remixx Fitness, PhotoMingle, Bai Drinks, Zico Coconut Water, Coca-Cola Alma-Mei, KindSnacks, TinyBites Catering and Tyty’s treats.Miami.com (#Miamisoul) has signed on as the official media partner for VJMMIII and will host a special curated social media suite for patrons to engage.

      • AT&T

lwjFsLn8_400x400AT&T will add bilingual and Spanish ads to a marketing campaign it has been running since March, Ad Age reports. Created by Virtue millennials (the in-house creative agency of Vice Media), the ads are intended at Hispanics. The new Hispanic campaign will offer a shorter scripted video of less than 4 minutes, as well as two 30-second commercials in which young Latinos discuss living across two cultures.The ads will appear on ESPN Deportes and MTV Tr3s, along with print ads in People En Español and Latina.

      • Sweatex

descarga (5)VNS Innovations , manufacturer of disposable underarm sweat pads, is planning to meet expected high demand from sweat suffering and cost conscious consumers by introducing 2x strong sweat pads with enhanced adhesiveness. These new sweat pads are environmentally friendly, more absorbent and stick well.Sweat liners come with aloe scent to keep clothes fresh, thereby reducing need to dry-clean frequently while improving confidence in socially awkward situations. Sweatex product are affordable to everyone and available from http://www.sweatex.com and from few select retail stores.

      • Fiat

imagesFor the second year Fiat is back as the Van’s U.S. Open of Surfing exclusive auto sponsor .The nine-day event happening between July 26 and Aug. 3. The Fiat Chrysler Automobile brand will have its entire lineup of cars on the beach, including the electric Fiat 500e and a Fiat 500L Vans-inspired concept created for the Open. The automaker will also be giving out swag, including Jan and Dean-type Wayfarer sunglasses, branded shoelaces, and Fiat-branded items. In addition to getting a two-hour focus on CBS,sonsors will be broadcast to 110 countries. They also predict the competition will bring in around 500,000 attendees and will get 1.5 million views on coverage.

      • Electrolux

descarga (6)Electrolux , major appliances North America, is shifting its U.S. media strategy, planning and buying businesses to Zenith Media from Prometheus.The appliance company has had relationships with Zenith in its global office in London and, since January, its Middle East office. Electrolux media spending on appliance brands exceeded US $33 million last year, according to Kantar Media, up from 2012’s US $30 million spend.The shift will not affect DDB’s creative assignment.

      • Verizon Wireless

8922b876b0529bf3400c8511130c3654_reasonably_smallVerizon is launching a nationwide loyalty program this week that will offer subscribers rewards in exchange for information about their location and web browsing, as well as other behaviors, the Wall Street Journal reports. Customers who sign up for the “Smart Rewards” program will also be required to choose between another program called Verizon Selects, which tracks customer information and then shares that data with marketers who want to target them with ads. Verizon Selects was created in 2012, but this new effort is aimed at getting more customers enrolled. With this program, Verizon is hoping to capitalize and grow its mobile advertising.

      • Adidas

adidasThe sports shoes and apparel company has partnered with Champs Sports to create four different online shows that will live on the Instagram but still mimick the TV-watching experience. #adicolorTV debuted on Friday and will run for six weeks. To tune in, viewers will have to head over to the champsports’ Instagram page.Lace Up will feature athletes like Dallas Cowboy’s DeMarco Murray and Washington Redskins’ RG3 wearing Adidas items, while Lil Jon will portray a high school science teacher in Elements of GAME. At least 25 episodes will be produced for the photo and video-sharing platform.

      • EBay

NCDCFXva_400x400EBay has hired WPP’sMediaCom and Omnicom’s Goodby, Silverstein and Partners to support its global media and creative business.The online retail giant, based in San San Jose, Calif., has worked with indie agency Venables Bell & Partners on creative in the past. It tapped Digitas as digital AOR couple of years ago for digital and continues to work with the Publicis Groupe digital agency. The company spent US $51 million on U.S. measured media last year, including subsidiaries PayPal and StubHub, according to Kantar Media.

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!

Car manufacturers have come back strongly as major marketers over the last few years. They have also been increasingly focusing on the Hispanic consumer (e.g. see Chevy’s Silverado). This is definitely also the case of Chrysler according to its CMO Olivier François. François, born in Paris (France) is also the CMO of Chrysler owned Fiat S.p.A. Portada  interviewed François, a speaker at  AHAA’s upcoming Annual Conference.

Olivier FrançoisFrançois tells Portada that what is great about his brands – Chrysler, Jeep, Dodge, Ram Trucks and Fiat – is that “they each have a strong presence among Hispanics and represent significant sales opportunities in key segments.” Chrysler Group has specific multicultural marketing strategies for each brand and its individual vehicle nameplates. “We align these goals and objectives with each individual brand team, and then tailor our multicultural marketing and advertising campaigns to communicate with the target consumers for each brand or nameplate,” François adds. François points out that “one in three people in the U.S. today are multicultural and many of the largest U.S. cities today are already majority multicultural.” The challenge, according to Chrysler’s CMO, is to “continue to understand the lens through which consumers see brands and integrate cultural values and insights in our messages to connect emotionally.”

Hispanic Campaigns for Chrysler …

François highlights recent examples of Hispanic market campaigns  including Ram truck’s partnership with Juanes. “We launched a multi-phase Spanish-language campaign in November 2013, continuing with the “A Todo,, Con Todo” theme, and the final spot in the series “La Luz” (The Light) centered on Juanes and his road crew as they prepared the stage for his concert shows.” Interestingly François adds that  “the large pickup is the 3rd biggest segment among U.S. Latinos and the top truck markets in the United States have large multicultural populations.” (Major Hispanic markets also guide Chevy’s Silverado advertising campaigns: according to our recent interview with Maria Rohrer Director of Marketing and Strategy for Chevrolet Trucks.)

Fiat has a legacy in Latin America and Latinos are 27% more likely to purchase small cars versus the total U.S. population.

François says that Chrysler is targeting Millenials for the Dodge Dart brand:“We’ve developed ads both in Spanish and English appealing to the young Millennial consumers while avoiding trans-creations. The most recent campaign with Pitbull, launched in 2013, included television, digital and print elements.” For the Jeep brand, a 2013 Jeep Grand Cherokee ad is featuring the poem in Spanish “Caminante” by Antonio Machado targeted to Hispanics. In addition, François notes that  “last  year we created an ad set in New Orleans illustrating stories of effort towards greatness in an authentic and meaningful way targeted for African-Americans.”

 and Fiat brands.

François  is also CMO of Chrysler owned CMO for  Fiat S.p.A, which in 2011  returned to the United States  after an absence of nearly three decades. The marketer asserts that Fiat has a strong legacy in Latin America which can positively impact the automakers brand perception among U.S. Hispanics: “Latinos are also a long-term sales opportunity for the Fiat brand. Fiat has a legacy in Latin America and Latinos are 27% more likely to purchase small cars versus the total U.S. population.” “Our Fiat campaigns with J-Lo and Charlie Sheen definitely put Fiat on the map and bought us in 18 months the awareness that it took other auto companies five to seven years to achieve. J-Lo’s endorsement, which was seen by some as a risk, grew Fiat’s brand awareness from 8% to 49% almost overnight. And Charlie Sheen, notorious in his own right, was the right pat the right time to put the spotlight on the sporty Abarth model. Today the top four Fiat markets in the United States are also top Hispanic markets, building off this momentum is critical.”

François will be one of the main speakers at AHAA’s upcoming Annual Conference “Thinking under the Influence” which will take place in Miami’s Eden Rock Hotel on April. 28-30.

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.

Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Armando Gutierrez at 1-800-937-5322 or e-mail him at  armando@portada-online.com
SEE A DEMO OF THE DIRECTORY!

  •  The National Pork Board 

 The National Pork Board has selected the advertising, digital, and communications agency “Republica” as its national multicultural marketing agency of record. Based in Des Moines, Iowa, Republica will have to generate added value to the US pork industry and increasing per capita pork expenditures. It will also help the National Pork Board execute its multicultural marketing strategy with a focus on creating awareness of fresh pork and its benefits with Hispanic, African-American and Asian American consumers. Beginning this month, the agency will start developing a total market strategy that will divide into multiple divisions including research, advertising, media, branding, public relations, social media, community relations and promotions.Republica was founded in 2006. Since then, the agency has been advising global and national brands on how best to reach broader US consumer segments cross-culturally. The agency is based in Miami but has offices in New York and Los Angeles.

  •  Starcom-Microsoft 

Starcom agreed to buy advertising across properties such as Skype, Xbox and MSN, according to an Ad Age report. In addition to ad buys, the deal includes a ‘first look’ at consumer research from Microsoft, and word that they will jointly create ad products for the Microsoft platforms. However, the ad buy is not an exclusive partnership. Microsoft recently said it will review its media agency account. Incumbent SMG plans to participate in the review to keep the business. While there’s no evidence to tie the new deal into giving SMG an advantage in the review, it certainly can’t hurt.

  •  Fiat 

The automaker will started with a new national commercial last Thursday featuring entertainer Sean “Diddy” Combs; the ad is meant to help differentiate the four-door Fiat 500 hatchback from the smaller two-door Fiat 500 minicar, Automotive News reports. The spot was created by Doner. Jason Stoicevich of Fiat says this initial spot “is the first splash to get the car rolling for this year.” Musician/actor Combs is best known in the ad community for his appearances throughout 2013 in Ciroc vodka commercials. Now he’ll bring his style to Fiat.

  •  Jack Daniels 

On March 18th, Grammy® award-winning artists Julieta Venegas and Los Amigos Invisibles will kick off the Sala Siete concert series presented by Jack Daniel’s, America’s leading whiskey, crafted in Lynchburg, Tennessee. The private concert series, which will run throughout the month of March, will visit cities such as New York, Miami, Los Angeles, Dallas, and Chicago, among others. The tour is part of the brand’s sustained initiative towards the US Hispanic market through live music events, which started in 2005.

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