After eight months at the post, Joy Howard has stepped down from her role of CMO at Lyft. Instead of a CMO, Lyft will now have a VP of Marketing Operations and a VP of Brand. Heather Freeland, previously Head of Global Communications at Facebook, will fill the former, while Google marketer Jabari Hearn will take on the latter.
Prisa Brand Solutions announced the appointments of Ashley Perkins as East Coast VP of Sales and Laura Saldivar as West Coast Sales Director. Perkins will be based in New York and Saldivar in California. They will focus on sales strategy and business development in the United States.
Church’s Chicken has appointed Brian Gies as CMO. Gies replaces Hector Munoz, who has taken up the CMO role at rival chicken brand El Pollo Loco.
Jeff Collins has been named Executive Vice-President of Ad Sales at Fox News. Collins will succeed and report to Marianne Gambelli. He will oversee the Fox News Channel, Fox Business Network, Fox News Digital, Fox News Radio, Fox News podcasts and subscription streaming service Fox Nation.
Publicis Groupe is appointing Delphine Stricker as new Vice President/Director of Communications, replacing Peggy Nahmany who left earlier this year to join The Thales Group. Stricker will be in charge of Publicis Groupe’s global communications efforts.
Interpublic Group announced that is has appointed Pete Stein as Global Chief Executive Officer of Huge. As Global CEO, Pete will be based in Brooklyn, NY, where he will lead 1,400 people across thirteen offices.
ViralGains has announced a significant expansion of its leadership team. Safaa Lafnoune has been appointed Vice President of Product. Beth Laplante has joined the firm as Director of Customer Experience. Alex Reuter and Michael Lubavin have been promoted to Directors of Engineering.
Leo Burnett Worldwide has named Liz Taylor its Chief Creative Officer. Starting July 8, Taylor will lead the creative direction of the global agency network and help build the agency’s offering and culture. Taylor will take on a hybrid role as North American creative lead of Publicis Communications.
Comscore CEO Bryan Wiener has departed the company after less than a year over what he called “irreconcilable differences.” The measurement firm’s president Sarah Hofstetter has also left over “differences with the board over how to execute the company’s strategy.” Dale Fuller will serve as interim CEO as Comscore begins to search for a replacement.
Jacqueline Bracamontes, an important figure of Latin American television, has signed a multi-project long-term deal with Telemundo to include hosting and her return to acting. She will host the new primetime sports and entertainment show “Viva el MundialyMás”, and will be joined by Karim Mendiburu of “Titulares y Más.”
Veteran programming executive Suzanne Scott was named CEO of Fox News. She has been with Fox News since its launch in 1996, and now she will be the first female chief executive the unit has ever had.
Campbell Soup chief executive officer Denise Morrison is retiring from her role, which she’s held since 2011. Her retirement is effective immediately. Keith McLoughlin, a member of the company’s board since 2016, has been named interim chief executive.
AdMarketplace, the search advertising technology company, appointed Ariff Quli as its new Chief Revenue Officer (CRO). Quli brings extensive industry experience to adMarketplace’s sales and marketing teams and a proven track record of driving growth.
Kris Magel is leaving IPG Mediabrands’ Initiative for a role at Dentsu Aegis Network. Magel was shifted into the role of East Coast president over a year ago to handle accounts such as Merck, Dr Pepper Snapple Group, Arby’s and Papa John’s.
Arc Worldwide has named Elizabeth Harris chief strategy officer, North America. In her role, she will join the executive leadership team, reporting to Soche Picard, chief executive officer, Arc Worldwide North America.
Lisa De Bonis, one of the founding partners of Work Club, which was acquired by Havas in 2014, has left to take a managing director role at Accenture. She will focus on strategic accounts and on scaling Accenture Interactive’s creative futures offer.
Manny Ruiz, who founded Hispanicize Media Group, is stepping down to start a new business venture. “I am encouraged that the original Hispanicize partners will remain to scale the company in collaboration with our CEO Joe Uva, a very capable management team and a dedicated board of directors,” says Ruiz. “Although I will not be day to day at HMG, I am not fully leaving the company.”
Huge has announced seven new executive roles in the wake of co-founder Aaron Shapiro’s departure earlier this year. He stepped aside in March and appointed Michael Koziol as CEO. The new additions are (L to R): Gela Fridman, president, technology; Derek Fridman, chief design officer; Michael Horn, chief data officer; Holly Mason, president, Brooklyn; Jason Musante, chief creative officer; Alexandra Lutz, chief strategy officer; and Thomas Prommer, president, platform strategy.
Last Monday night, while 84 million people tuned into the presidential debate between Democrat Hillary Clinton and Republican Donald Trump, Mexican beer company Tecate provided some comic relief in the form of a “YUGE” wall: a beer wall, that is. We spoke to Felix Palau, Heineken Brand Regional Director at Global Marketing Americas Heineken, about the campaign’s impact, more than a million views on Youtube, as well as Tecate’s impressive growth in the general market.
“The time has come for a wall,” says a booming voice projected over a bird’s eye view of the US-Mexico border. “A tremendous wall. The best wall.” The camera zooms in on two groups of men standing on opposite sides of a wall: “a beer wall” that is revealed to be about, oh, one and a half feet high.
One of the men slams a Tecate beer can down on the wall, which also happens to serve as a perfect resting spot for a can of beer. “A wall that brings us together,” the voice says, as the men leap over, high-five, pull out a cooler of drinks and proceed to party. “This wall might be small, but it’s going to be YUGE,” the voice declares.
The ad, a clear reference to the infamous border wall that Donald Trump may or may not be serious about building (let’s hope we don’t have to find out), was aired on Fox News, Univision and Telemundo during the debate. Filmed on the border by Saatchi & Saatchi New York in Tecate, Mexico, it was the first time that Tecate, whose Tecate Light is the #1 growing light beer in the US, had targeted the general market instead of its typical bicultural Hispanic.
“Beer Is A Great Unifier”
Felix Palau, Heineken Brand Regional Director at Global Marketing Americas Heineken, explained that while targeting the bicultural Hispanic has been a winning strategy for years, the brand was ready to take it to the next level: “the main difference between this campaign and past ones is that the Tecate Beer Wall opened up the conversation with all consumers – regardless of their backgrounds – and is giving everyone a bold taste of the Tecate brand.”
Palau said that the spot, which has been viewed almost a million times on YouTube, has received an “extremely positive” reaction over the past week, and that “by playing into the ongoing conversation of this notion of a wall, and putting a very lighthearted, fun twist on it,” the brand has “created a very non-polarizing campaign that most people really love.”
Palau also asserted that the concept of the Tecate Beer Wall was working well in conveying the concept that “beer is a great unifier,” and that while they “have believed in this campaign from its conception, and it’s really rewarding to see millions of others reacting in a similarly positive way.”
By playing into the ongoing conversation of this notion of a wall, and putting a very lighthearted, fun twist on it, we created a very non-polarizing campaign that most people really love.
And while an ad so focused on border issues might attract more interest from Hispanic or Mexican viewers than the general market, in this case, the buzz surrounding the election (and people’s desperate need for comic relief) has made the spot a hit with all audiences.
Unlike other Tecate campaigns, the “Tecate Beer Wall has really brought these two worlds together,” Palau asserts. “From Mexicans and US Hispanics to the more general market consumer, the idea of people coming together to celebrate over a beer is an idea that resonates with people of all ethnicities.”
While Palau is Mexican born and admits that he lives somewhere between his Mexican and American worlds like many bicultural consumers, his team at Heineken is a big mix, and the campaign reminded him that “there’s something special about what happens when you’re in a melting pot that transcends borders.”
Transcending Borders, Race and Politics in a Polemic Election
While some may interpret the ad as a public endorsement of Hillary Clinton, or a rebuke of the concept of “the wall” or Donald Trump’s candidacy in general, Palau insists that the brand “strategically created the Tecate Beer Wall in a way that does not trivialize the issue or polarize any one group.”
The ad was truly about playing into an ongoing conversation in a lighthearted way, and the goal was “to stay neutral while opening up a dialogue about a very poignant topic that transcends borders, race and politics.”
From Mexicans and US Hispanics to the more general market consumer, the idea of people coming together to celebrate over a beer is an idea that resonates with people of all ethnicities.
So, don’t expect Tecate to go too crazy with its first foray into political satire. While Palau recognized that his team is “always open to new ideas,” he says they are “currently only focusing on this iteration of the Tecate Beer Wall spot.”
And certainly do not get your hopes up for an official Tecate presidential endorsement. This brand is all about getting some laughs out of an increasingly polarized and anxious American public.
“We believe its unifying message of bringing people together is very much aligned with our brand, and something people really need to hear – particularly in a Presidential campaign that has at often times, been very heated, causing a divide in consumers,” Palau says. “The ideal scenario is that whomever wins this long campaign, we can all celebrate with a Tecate or Tecate Light.”
I don’t know if I’ll be celebrating either way, but Palau’s probably got one thing straight: we’ll all need a beer after this election is over.