António Bettencourt is the new CMO of Aervio for Europe and Latin America. Prior to joining the travel agency, he served as COO at Emtrics.
El territorio autónomo de Curazao has named Andre Rojer marketing manager for South America. Rojer previously had the same position fot the North American region, that includes Canada and the U.S.A.
Magdalena López is the new CEO of Renault México and Eric Pasquier is the new marketing director for France. López has eight years of experience at Renault México, while Pasquier is been in the company for almost twenty years.
After two decades,Valentina Solari is leaving his position as director of DS and marketing and communications director of Citroën Argentina at Groupe PSA Argentina.
Francisco Mangiarotti has been promoted to marketing manager for Gatorade. The executive has been in Pepsico since 2004, when he joined the company as marketing coordinator.
Ingenium has appointed Marcos Dufau as commercial director for South America. Dufau has more than two decades of experience in the south region working for prestigious companies.
A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at firstname.lastname@example.org.
Gatorade has launched a new international campaign titled, “Everything Changes,” and the brand’s first sport-specific product, Gatorade Football Energy. The Gatorade “Everything Changes” campaign focuses on the shift that takes place when football club teammates become rivals. The TV advertisement features the storyline of FC Barcelona players, Lionel Messi and Luis Suárez, who are best friends and train together until it’s time to play against each other. While their respective objectives change, fueling with Gatorade does not.The integrated campaign also features Brazilian National Team superstar and Manchester City striker, Gabriel Jesus. The campaign will run in several Latin American countries, Western Europe, Asia, Mexico, and the U.S. It will extend beyond TV to print, digital and social media, point-of-sale and more. Leveraging the GSSI research on football players such as Messi and Suárez, Gatorade has developed their first ever sport-specific product, Gatorade Football Energy. Gatorade Football Energy was developed for football players from amateur to professional levels and has a combination of carbohydrates, electrolytes and fluid, specifically for football players. The product is available to all U.S. athletes on Gatorade.com and will be available in retail outlets in Mexico and Brazil in 2018 before launching in other Latin American countries. The new product comes in three great flavors: Lemon, Mango and Orange.Gatorade is also providing a stage for amateur players to showcase their skills at a global level. For the third consecutive year, Gatorade is sponsoring and organizing their annual Gatorade 5v5 Football Tournament, which will introduce a women’s bracket for the first time this year. Over 2,000 teams from more than 19 countries across Latin America, Europe and North America will compete for a chance to play in the Gatorade 5v5 Global Championship in May in Barcelona, Spain.
Mexican beer Corona is the most valuable brand in Latin America, overtaking Brazil’s Skol, which has held the title for the past two years, according to the sixth-annual BrandZ™ Top 50 Most Valuable Latin American Brands announced by WPP with data prepared by Kantar.Corona took the top spot in the ranking after seeing an 8% brand value growth to US$8.3 billion, edging out Skol, which grew by just 1%. The brand is sold in more than 180 countries and its success and global growth have been helped by Corona’s ability to generate an affiliation with the “fun-loving” attributes associated with Mexican and Latin culture. This year’s BrandZ Latin American ranking shows the four beer brands in the Top 10 – Corona, Skol, Brahma and Aguila – all controlled by global giant AB InBev, have maintained and invested in their local characteristics enabling them to boost brand value.
Perry Ellis International, Inc.
Perry Ellis International, Inc. has entered into a license agreement with Rosega S.A. to design and distribute men’s dress shirts under the Manhattan trademark in Argentina. Perry Ellis is a leading designer of a broad line of high quality apparel and accessories. Rosega is a leading retailer of fashion apparel brands in Argentina.The new collection will be distributed in department and specialty stores with a product launch planned in the Fall 2018. Oscar Feldenkreis, CEO and president of Perry Ellis International, Inc. said, “Working with Rosega will leverage the equity of this lifestyle brand to further our Latin American reach.”
Azul Linhas Aéreas has announced that current shareholder United Airlines has just concluded a private preferred share transaction with Hainan Airlines. The transaction increased United’s economic stake in Azul from 3.7% to 8.0%.Azul and United connect via their gateways in Sao Paulo – Guarulhos (GRU), Fort Lauderdale, Florida (FLL) and Orlando, Florida (MCO). In Brazil connecting customers have access to the largest domestic network in the country, serving more than 100 cities, while flying Azul’s award winning domestic experience. In the United States, customers have access to United’s industry leading global network. In addition to unparalleled connectivity, Azul and United customers can earn elite status miles as well as enjoy benefits such as priority boarding, lounge access and priority baggage when flying the two airlines.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at email@example.com.
Fast food sandwich chain Subway is said to be closing 500 of its stores this year in the United States to open more than 1,000 stores around the world, including Mexico, the United Kingdom, China and India.The chain has more than 40,000 locations around the world, outpacing McDonald’s and Starbucks.
Aeromexico & Jet Airways
Aeromexico, Mexico’s global airline and Jet Airways, India’s premier international airline, will enable their codeshare sales, which will allow passengers to travel to and from both countries by connecting via London to Mexico City, Delhi or Mumbai, as of May 1 this year.This agreement will provide passengers better connectivity options and access to both airlines’ route networks, which will help strengthen trade and tourism between both countries, that have experienced a 15% annual growth rate over the last three years.Aeromexico will put its “AM” code on the direct flights offered by Jet Airways from London to cities in India. In turn, Jet Airways will put its “9W” code on flights operated by Aeromexico from London to Mexico’s capital city.
Anheuser-Busch’s Mexican Import brew, Estrella Jalisco has released its’ latest TV commercial “Estrella Toast”, the first ad from the brand since the signing on of agency DAVID.Estrella Jalisco’s media planning and buying agency is Dentsu Aegis Network. The spot embodies the fun, festive spirit of Estrella Jalisco, the official sponsor of the Mexican Men’s National Team, just in time for World Cup in June. Portada spoke with Lara Krug, Vice-President – Mexican Imports and Regional Brands, Ahneuser-Busch on the campaign.
“As the official beer of the Mexican National Team, we wanted to tap into the passion that the Mexican National Team fans have for their team – win or lose – during the World Cup as they go from the star this year.We felt it was important to show the passion and comradery among MNT fans that support El Tri as they go from the star, no matter what – which is what our tagline for this campaign “Vamos Por La Estrella” is all about.Estrella Jalisco is a brand that was born in Jalisco Mexico, so we obviously have an eye toward the Hispanic and Ambicultural consumer. As the brand continues to grow and evolve, we are also looking to expand our audience a bit to a bi-cultural consumer who is looking to discovery a new light but flavorful beer.We’re proud of our heritage and will continue to highlight that . Estrella Jalisco has a great flavor profile that consumer’s love and we are getting the media and sponsorship investment from Anheuser-Busch to grow this brand. With this new campaign and the ability to use the beautiful MNT and World Cup marks in both our creative, trade materials and packaging, we believe Estrella Jalisco is the Mexican Import brand to watch in 2018.“According to Krug, Estrella Jalisco’s main goal is to continue to gain awareness as the brand grows and enters new geographic areas. There are certain elements of Estrella Jalisco creative and media buys that target the Bi-Cultural Hispanic audience. Additionally, the brand knows the FIFA World Cup and Mexican National Team marks will help in that regard as well. The FIFA World Cup is going to be a huge pillar of Estrella Jalisco’s marketing strategy in 2018 – having started in March all the way through July. “Engaging with the Hispanic and Ambicultural consumer is a place where some marketers can slip up. We must really understand who our consumer is, what they are passionate about and where they spend their time to make sure we design communication, experiences and use media in a way that they will best engage with. We also are really trying to diversify our media spend and shift our money into digital and social, while also balancing that with TV, especially during the FIFA World Cup and the Mexican National Team games since we know our consumers will be watching passionately. Consumer media consumption is ever-evolving, so we try to stay as looped in as possible”.
Dentsu Aegis Network has acquired Chilean performance agency, White Label. Following the acquisition, White Label will rebrand to iProspect, the global digital marketing and business performance agency, marking its official launch in Chile. This acquisition provides greater scale for iProspect in Latin America, one of the fastest growing media markets in the world with 110% digital ad spend growth in the last three years (source: eMarketer).Founded in 2012, White Label brings its team of 30 performance marketing specialists to iProspect.iProspect Chile will continue to operate under the leadership of White Label’s founder and Managing Director, Alejandro García, who will report to Iván Pozarski, CEO, Dentsu Aegis Network Chile and Philippe Seignol, President of iProspect in Latin America. This acquisition will significantly increase Dentsu Aegis Network’s brand presence locally and will grow the Chilean team to more than 100 professionals serving more than 70 clients.Financial terms of the transaction were not disclosed.
NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers: –New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team. Download the Database: Download the full Database in Excel Format. Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.
What: Jill Leccia, Gatorade Sr. Director of PepsiCo Latin America Beverages, talked to Portada about the process of creating a global marketing campaign that’s also aware of consumer’s individual needs. Why it matters: Today it is more important than ever for brands to connect with consumers at a personal level while keeping local idiosyncrasies in mind but within a global context.
For young consumers and athletes, customization and personalization are becoming the main priority. They want their favorite brands to provide them with real-life experiences, and to feel unique but, at the same time, integrated to a global community of like-minded people. We talked to Jill Leccia, Director of PepsiCo Latin America Beverages, about Gatorade’s new marketing efforts, and the success of 5v5, a global soccer tournament for young athletes.
Check out the stars that will speak at Portada Miami on April 19, at the East hotel! They will discuss various topics related to the future of marketing and innovation in sports, to see Jill Leccia and our other speakers from up close, register now!
Portada: In a nutshell, what is Gatorade’s innovation strategy?
Jill Leccia: “First of all, we must continue doing what we do best: innovating to fuel athletes. We realize that customization and personalization is the next frontier of sports nutrition, so that will be the focus of all our new products and equipment. The strategy is to provide fueling recommendations specific to an individual athlete but in a global context. Right now we’re expanding our product offerings and seeking to make bottles and pods available to more professional teams of the NFL and NBA, and specifically the FC Barcelona.”
Portada: Tell us about your latest sports marketing venture aimed at young consumers.
JL: “We have an experiential program for young soccer players called Gatorade 5v5. It’s a tournament for players between 14 and 16 years old that fosters young talent while elevating their experience within this global sport. It started in Latin America in 2015, with the participation of six countries. By 2017, the number climbed to fifteen. In this year’s edition, we have 25 countries from Latin America, the US, and Europe, and for the very first time a women’s division.”
[We] celebrated the local champions to build an emotional connection with the national audience and a sense of patriotic pride before the global scale.
Portada: How was the process of personalizing a massive product like Gatorade for young consumers through media strategies on digital/social platforms?
JL: “First of all, we focused on telling the story of how Gatorade uses science-based beverages to help young athletes prove their skills on an international world tournament. The marketing campaign was based on getting individual contestants get involded through special and distinctive moments that highlighted both athletism and Gatorade’s strenghts. We divided the strategy into four phases. The first one used footage from 2016’s Soccer Stars to build hype around the local tournaments. Then, phase two presented and celebrated the local champions to build an emotional connection with the national audience and a sense of patriotic pride before the global scale. These stories gave mass awareness to the event.
In phase three we focused on the Global Finals in London. We had the tournament’s official draw hosted by ESPN’s UEFA Champions League talent and Gatorade’s senior management, and the local champions from our biggest markets were invited to the ESPN studios before the finals for a meet and greet and a TV special airing. And finally, in phase four we showed recaps and live updates of the Global Finals in London on social media, in which we highlighted the performance of the players and our product innovations and benefits while leveraging key partners and influencers.”
Jill Leccia, in conversation with Jan Gertis, Managing Director of Latam Transformation at OmniCom, Soccer in the U.S. and across Latin America, A look at the Future of the Beautiful Game, Portada Miami, East Hotel, 2:50pm.
SOCCER IN THE U.S. AND ACROSS LATIN AMERICA
A look at the Future of The Beautiful Game
Portada:What have you learned from previous editions of 5v5 that you’ll apply in the future?
JL: “We learned to follow up our teams and help them promote what they achieved on the Gatorade 5v5 tournament. That way, we can continue spreading their amazing stories of talent and effort and keep generating awareness for the tournament.”
Portada: How does the Gatorade lifestyle shown in marketing campaigns reflect upon its real-life consumers?
JL: “We think an experience like Gatorade 5v5 can also play a role in the lives of our general consumers because Gatorade is there to fuel all efforts, sweat, and talent.”
Portada: Do you have campaigns in support of local inclusion?
JL: “For example, in 2017, five NGOs focused on awareness and support of social inclusion in Argentina, Brazil, Colombia, Mexico, and Peru —some of the same ones as last year—. They received funding and support from Gatorade train and prepare a team to represent them on the field. As a part of the 2018 Gatorade 5v5 tournament, the Big Game campaign gave them 15 thousand dollars each.”
Avis’ Ricardo Casco, Pepsico’s Ricardo Arias Nath, Stanley Black & Decker’s Andrés Amezquita, Group M’s José María Sanabria, and Gatorade’s Jill Leccia are some of this year’s Portada Miami expert speakers on marketing for Latin American audiences. Don’t miss their insights, save your spot here!
With only four weeks until Portada Miami 2018, the agenda for April 18-19 has been unveiled, and the speaker lineup couldn’t be more exciting. From the use of technology to the future of soccer, experts in marketing to Latin American consumers will get together at the EAST hotel to discuss key knowledge about this market’s needs for the future— which is already here.
After earning his MBA with Florida International University, Ricardo Casco (@rcasco) acquired years of experience in sales and marketing strategies at firms like LATAM Airlines and Discovery Communications. As Vice President of International Sales in the Americas at Avis Budget Group, Ricardo oversees sales efforts to generate and grow business from a diverse portfolio of over 500 international customers across Latin America, EMEA and Asia Pacific.
For the first panel focused on marketing in Latin America, Ricardo will lead the discussion on Using Tech to Move From Targeted to Reactive Marketing. Avis Budget Group knows that, in order to build loyalty from the foundation, it’s necessary to tap into emerging technologies. Ricardo Casco will talk to Portada Miami attendees about some of these technologies, like connected cars.
Right after, Ricardo Arias Nath (@rickyarias), CMO at PepsiCo Latin America, and Andrés Amezquita, VP Commercial Excellence at Stanley Black & Decker will take the stage to discuss how their marketing strategies are adapting to the new realities of Latin American consumers.
Ricardo Arias Nath has over 20 years of experience in consumer and corporate strategy, marketing, and business development, and deeply understands FMCG, Media and Entertainment and Technology Industries in both domestic and international markets. He’ll be discussing marketing strategy with Andrés Amezquita, a marketer with extensive experience in experiential, fast moving, merchandising-heavy categories. After 3 years as CMO for L’Oréal in the Hispanic countries, Andrés has joined Stanley Black & Decker as VP of Commercial Excellence and has a great deal of knowledge to bring to the table.
The next panel is focused on GroupM Latin America’s CEO, José María Sanabria. He has been CEO of GroupM Latin America since 2015, and he had already led GroupM Spain since 2010. In an exclusive interview, Portada will ask José María about GroupM’s new pan-regional approach.
Right after the interview with José María Sanabria, Portada will be proud to present Jill Leccia (@jvleccia), Senior Marketing Director at Gatorade Latin America, who’ll be discussing the future of soccer in the U.S. and across Latin America. Jill has almost 8 years of experience in marketing of beverages to Latin Americans, and 20 years of experience and a successful track-record on Marketing, Innovation and Strategy and Insights in PepsiCo and Procter & Gamble.
Our experts in marketing for Latin American audiences are ready to take the stage on April 18-19, make sure you join the discussion, don’t miss out on Portada Miami!
Jill Leccia, Global Platforms Marketing Director for Gatorade Latin America, PepsiCo is the latest Marketing Trailblazer to join #Portada17 in NYC on Sept. 13-14. Early bird pricing expires tomorrow Friday August 4!Leccia will be providing actionable experiential marketing insights about Gatorade’s 5V5 Youth Soccer Tournament, which is played annually in 16 countries.
Leccia joins other brand marketing and agency stars participating in the Sports Forum which will take place on Sept. 13, the first day of #Portada17, including: Mike Tasevski, Vice President, North America Sponsorships Jorge Inda Meza, Marketing Director Region West, Anheuser Busch Daniel Keats, Director Sports and Sponsorships, Consumer Marketing Allstate Insurance Dan Donnelly,EVP, Managing Director, Publicis Media Sports Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment
Leccia will provide a presentation on “GIVING TEENS THE STAR TREATMENT: Gatorade’s Global Experiential Marketing Platform”. Attendees will be able to learn how the sports themed beverage fueling company brand annually immerses hundreds of teenagers into an international soccer tournament and treats them like soccer stars.
Since 2015, Jill Leccia is Global Platforms Marketing Director for Gatorade Latin America. Mrs. Leccia is an engagement marketing professional, with more than 17 years of experience, she has created, developed and implemented effective experiential marketing campaigns, directly engaging and learning from consumers to build best-in-class marketing programs. With a strong focus on football (aka soccer), Leccia has encouraged target audiences through sponsorship of professional sports players and international soccer leagues, that fuel athletes’ success story with Gatorade.
Soccer’s popularity in the United States and the rest of the world has given rise to an alternative new business that has mushroomed in the last three years: soccer summer camps and soccer academies.
Teams such as FC Barcelona, German club BayernMunich, and British clubs Arsenal, Liverpool, and Manchester United, are the first seeking to set up US outposts through football academies, which enroll about 300 children each year at an average cost of $2,000 each.
FC Bayern and Global Premier Soccer (GPS) have an extensive youth partnership that brings the knowledge and expertise of FCB’s notable Youth Academy. The partnership, which began in 2014, aims to grow the level of the game in North America, bringing the FC Bayern coaching philosophy and curriculum to now over 85,000 children and 6,000 coaches into 101 soccer clubs in over 22 states.
FC Barcelona, one of Europe’s most popular teams, has 25 academies and dozens of summer camps in more than 60 countries on five continents, which together enroll more than 30,000 boys and girls each year. They represent small regiments of brand loyal consumers who will further expand the team’s fan base among their close circles of friends and family.
In the US, Barça got its start with camps run by the ISL Futbol company. Nowadays, the club has a presence in 25 cities, four of them with academies for kids ages 6-14.
Increasing merchandising sales for their clubs is the big draw for teams looking to establish a presence among their younger sports fans, said Luis Ramón Carazo, sports business specialist and columnist for Mexican newspaper Reforma. By increasing brand recognition and engagement, clubs increase their sales of team-related merchandise, such as jerseys.
Increasing merchandising sales for their clubs is the big draw for teams looking to establish a presence among their younger sports fans
In addition, the strategy helps clubs find talent at an early age and develop young soccer talents who have the potential to become future professional soccer players.
In addition to enrollment income, the soccer camps and academies welcome sponsors looking to establish a presence on the pitch and make activations. “The sponsors are the same ones who’ve signed on with the club in each region. In the US, we have the support of Gatorade, Gillette, and Black & Decker,” said Alex Isern, Director of ISL Futbol.
The sponsors are the same ones who’ve signed on with the club in each region. In the US, we have the support of Gatorade, Gillette, and Black & Decker.
“FC Barcelona has one of the most important sports brands, with millions of fans around the world. In addition, it has a highly recognized training method, not only for its sporting successes, but also for the values it instills”, said Eduardo Celorio, Director of FCBEscola, Mexico.
A multinational future
In the long run, having foreign soccer stars playing on European teams increases the TV rights paid by international broadcasters, explained Carazo. “In Mexico, for example, we follow Bayern because Javier ‘El Chicharito’ Hernández plays for them.”
European teams are also training their sights on Asia, to countries such as the United Arab Emirates, Japan, and China. Latin America is not far behind, with Brazil and Colombia among the countries where FC Barcelona has already inaugurated its first soccer schools. Mexico will be next, with the arrival of its first soccer academy slated for September 2018, stated Celorio.
The new “Early Morning Classic”
The European influence on American soccer is evident. The International Champions Cup, previously known as the World Futbol Challenge, is the most important international friendly tournament in the world. It has already created a new soccer classic: Barcelona vs. Real Madrid, which will be held this year on July 29th in Miami.
Tickets for the “Early Morning Classic,” as it known in Spain because of the early morning match time in that country, went on pre-sale in March at $125-$500 each, and sold out within a few days. Resale prices for the tickets go from $500 to almost $3,000 each.
Text written by Gabriela Gutiérrez M. @gabytronica
What: Portada spoke with Arno Trabesinger, FC Barcelona’s Managing Director Americas, about the Spanish club’s expansion plans for Latin America. Why it matters: Last September, FC Barcelona opened new offices in New York, in an effort to boost its growth throughout the American continent, with a special focus on Latin America.
Since FC BarcelonaDirector Ramón Adell’s arrival two years ago, the team has embarked on the road to globalization. “We want to be the most global team of all sports, and Latin America is the base because soccer here is already [the] number one [sport],” said Arno Trabesinger, FC Barcelona’s Managing Director Americas.
To fulfill this goal, FC Barcelona is looking to solidify its presence in Latin America in 2017 through strategic efforts. “Latin America is very important for us, due to the fact that we have so many fans following the team in the region,” added Trabesinger.
Latin America is very important for us, due to the fact that we have so many fans following the team in the region.
According to the team’s social networks analysis, Mexico is the second largest country with the largest number of followers worldwide on the club’s Facebook page, surpassed only by Indonesia. In Latin America, Mexico is the largest, followed by Brazil and Colombia.
FACEBOOK FANS (21 mar – 2017)
Mena / North Africa
Europe / (Mena)
In Mexico, football fans follow their favorite local team, but also support and follow one or more European teams, explained Trabesinger. “That’s where we want to be number one. In addition, we have nine Latin American players on our team, so that gets us more fans in the region.”
The goal now is to take advantage of the attention that the club already has to keep it growing. In addition to its social networks strategies, which are dictated from Barcelona, “a relevant marketing tool for Latin America is the team’s soccer schools for children ages 8-16. We have several already in Peru, Guatemala, Brazil, and Mexico, and we want to open more throughout the year,” he added.
A relevant marketing tool for Latin America is the team’s soccer schools.
These schools represent an opportunity for brand development and brand building among children and young soccer fans.
Looking for more sponsors
Growing its network of followers is undoubtedly one of Barça’s objectives, but “growing our business opportunities” is also a goal, said Trabesinger.
In 2015, the team signed a regional agreement in Latin America with Canada’s Scotiabank, which will run through the 2018-2019 season. It also has local sponsorship deals with foot deodorant brand Baruel Tenysa Pe in Brazil, and with Tecate beer in Mexico, in addition to its global sponsorship agreements with Nike, Gatorade, Gillette, and Stanley Black & Decker.
“We are looking for partnerships in Latin America, especially in Mexico and Brazil. That’s why we came to New York, to strengthen our LatAm efforts from here,” he explained.
The club seeks to add marketers to its New York office who know the Latin American market well, and know how to bring together partners in this region.
When adding brands, the most important thing is that they support the philosophy of the club. “We want sponsors who are proud to be part of the family, and are interested in activating at the local level,” said Trabesinger.
Register, nominate, and participate in the Premio Golazo Best Soccer Campaign Award!
In addition, the team wants to sign agreements lasting a minimum of three to four years. “We want partners who will stay with the team in the long run,” he said.
We want partners who will stay with the team in the long run.
Sports Marketing will play an Important Role at Day 1 of PortadaLat: We have added new Ticket Types to Meet Your Needs!
GENERAL PASS: Attend the overall PortadaLat event on June 7 and June 8.All sessions, keynotes, networking, food and beverage included! (US$549) VIP ATTENDEE: Meet up to 5 high-level brand, agency or media executives of your choice attending or speaking PortadaLat. These 10 minute meetings will take place in a separate room during the first and second day of PortadaLat and are designed to help you build valuable relationships. General Pass offering is included. (US $ 1,999). DAY 1: SPORTS AND TRAVEL MARKETING DAY (June 7): The first day of PortadaLat will focus on how technological innovation is impacting key segments of business and marketing with emphasis on Travel and Sports. All sessions, keynotes and marketing-tech showcases are included as well as light food, sandwiches and beverages. (US $199) DAY 2: BRAND INNOVATION DAY (June 8) The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included.(US$ 549!) Secure your spot and start the PortadaLat journey!
What: Data company 4C Insights has released a preview of a study that will analyze data from various TV and social media networks over the course of the NCAA Division I basketball tournament, revealing that brands are “already making stronger connections with the March Madness audiences.” Why It Matters: The study reveals that TV is driving specific social conversations in terms of sentiment, engagements and affinities, providing a boost for brands seeking to stay top-of-mind with March Madness basketball fans.
The NCAA Division I basketball tournament starts today, March 16, and Americans all over the country are filling out their brackets and getting ready to cheer for their favorite college teams during what is one of the country’s most beloved sporting events.
As March Madness fanatics are heading to social media to engage with their teams and fellow fans, a new study from 4C Insights is looking at television ads’ influence on social before, during, and after the tournament. The preview shows that brands are taking advantage, investing more heavily in TV sponsorships during the tournament, which are translating into greater social engagement.
With Sports Fans, TV Ads Drive Social Engagement
The study is looking at which brands are most active on TV through pulling data from proprietary 4C Affinities and “tracking ads across broadcast and cable networks, covering more than 1,300 U.S. channels in all 210 DMAs,” 4C Insight’s Senior Marketing Manager Bradley Harkrader said.
“4C Hot Facts” are reported as a Social Index that considered the following factors: Among people who engage with March Madness/NCAA basketball on social media, how much more likely are they to engage with each advertiser/brand/restaurant compared to the average population who engage with March Madness/NCAA basketball?
In the tournament preview rankings, Gatorade, Infiniti, Geico, Buffalo Wild Wings and Miller Lite round out the five advertisers with the highest social affinity, KeyBank, TuneIn, Gatorade, Infiniti and Mountain Dew are the top brands, and Wendy’s, Buffalo Wild Wings, Jimmy John’s, Popeye’s and Moe’s Southwest Grill are the top restaurants.
The results showed a strong correlation between brands’ activity on television and the levels of social engagement they are seeing. Gatorade, which came in third on the pre-tournament list of top brands for March Madness, has aired 175 ad spots during regular-season NCAA Basketball programming to make sure that the brand got an early start with college basketball fans.
Brands “Will Achieve Big Impacts from their Sponsorships this Tournament”
The data shows that engagement with NCAA sponsors is tending upwards. Harkrader said, “4C Affinities for the top sponsors is up year-over-year, indicating brands are already making stronger connections with the March Madness audiences.”
Harkrader continued to say that the results of this study should encourage brands hoping to get their money’s worth out of bigger television budgets for the tournament: “It’s a strong indicator that sponsors will achieve big impacts from their sponsorships this tournament.”
Food and Sport Categories Go “Hand-in-Hand”
Notable is that three out of the top five advertisers in the tournament preview are food and beverage brands.
“Food and sports go hand-in-hand. Brands that show a strong connection to the March Madness audience would do well to target these audiences and offer promotions related to the games to make sure they’re top of mind for game time,” commented Harkrader.
For the many that do care about the sports teams themselves, Duke is #1 in terms of social engagements (692,559), but it’s sentiment (70%) is much lower than the average, ranking 64 out of the 68 teams. Of the #1 seeds (Villanova, Kansas, North Carolina and Gonzaga), North Carolina has the highest number of engagements (396,195).
With the “big dance” starting just hours from now, we’ll be back with more of the study’s findings from throughout the tournament.
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.
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McDonald’s has selected Omnicom Group over Publicis Groupe to handle its U.S. creative account, effective Jan. 1, 2017. In addition, McDonald’s plans to move its headquarters from Oak Brook, Ill., back to Chicago by early 2018. Incumbent Publicis’ Leo Burnett Co., which worked with McDonald’s for 35 years, will no longer be on the U.S. roster.The review only covered the U.S. creative account. Omnicom Media Group’s OMD Worldwide will continue to be McDonald’s media agency. So will DDB’s Alma, which does some of McDonald’s multicultural work. McDonald’s is the latest big win for Omnicom on the creative side.AT&T consolidated its creative, digital and media accounts with theagency earlier this month.
Dish-owned Sling TV has released a new multi-million-dollar ad campaign starring star Danny Trejo. The campaign,which will feature ads on television, digital, mobile, social, print, and new media platforms in both English and Spanish, focuses on cord cutters and people who never had a pay TV subscription to begin with when it launched in early 2015. Now, it is expanding its focus to more aggressively steal away customers from existing pay TV services. Sling TV has expanded its own service since its launch and is now also offering consumers multiple simultaneous streams as well as local broadcast programming from ABC, NBC and Fox in select markets. “Who’s Bad?,” Sling TV campaign Trejo acts as a representative of the millions of angry, frustrated consumers who, according to SlingTV, are tired of the traditional cable TV model. The campaign marks the most significant ad campaign Sling TV has launched to date. The campaign also features a “ homepage takeover of Sling.com and SlingTV.com, digital, mobile and new media ads, paid and organic social posts, YouTube videos, in-device promotions on Sling TV supported devices, print ads and other direct-to-consumer promotions.
Avocados From Mexico
Avocados From Mexico has a plan for promoting avocado consumption in different day parts. AFM is wrapping up a campaign that launched in June called the Avocado Breakfast Club to leverage back-to-school planning, a tie-in with Sesame Workshop and Elmo and its participation in the US government’s Produce Marketing Association’s eat brighter! Campaign.Avocados From Mexico has been using colorful bins and point-of-sale displays at US grocery stores featuring Sesame Street’s Elmo as part of the Produce Marketing Association’s “eat brighter!” program (backed by Michelle Obama). Beyond supermarket produce sections, the brand has been using loyalty coupons, advertising, demos and display contests, in-store radio, as well as digital and social media including recipes and a kids’ chef series on YouTube.
Sean “Diddy” & CÎROC Ultra Premium Vodka
Sean “Diddy” Combs and the Makers of the CÎROC Ultra Premium Vodka unveil a new brand campaign: ‘Let’s Get It’, inspired by Combs and featuring DJ Khaled and French Montana. The campaign sparks a movement to empower and encourage entrepreneurs and creators to pursue their passions and realize their dreams. The creative was developed by 72andSunny New York in partnership with Combs Wine & Spirits and Diageo. The new CÎROC movement kicks off with the world premiere of ‘Let’s Get It,’ a two minute short film starring Combs on Billboard.com. The film also introduces the CÎROC family of influencers, a group of movers and shakers.Later this month the brand will be releasing a follow-up spot to ‘Let’s Get It’ that spotlights DJ Khaled and his major keys to success for future moguls in the making.In addition, CÎROC announced that it is partnering with COMPLEX Media to create a new video channel dedicated to the ‘Let’s Get It’ movement. CÎROC™ Ultra Premium is part of Diageo, a global leader in beverage alcohol with a collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan’s whiskies, Smirnoff, Cîroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.
PepsiCo will begin offering two versions of its popular sports drink Gatorade—traditional and organic this year. The company hasn’t yet disclosed what ingredients will be added or eliminated to make the sports drink organic.Organic Gatorade is among the many new projects PepsiCo has in its latest marketing campaign targeting consumers wanting healthier on-the-go foods. PepsiCo is one of many food and beverage companies that have recently pledged to cut back on artificial ingredients and preservatives.
Spanish Cava Segura Viudas is collaborating with Electronic DJ, producer, vocalist, and songwriter Anna Lunoe, to create an original track using the sounds of Cava, merging the wine’s history and flavor with Lunoe’s musical innovation. Segura Viudas’ ad agency, República, created the branded video for the track titled “Sip It.” featuring Lunoe’s music coming to life while incorporating the Segura Viudas campaign, “Open Up”. The music video can be viewed on seguraviudasusa.com/SipIt and will run throughout a 12-month program. Additionally, the artist and brand will be executing events together throughout the year.Segura Viudas is imported by Freixenet USA of Sonoma, California, the Segura Viudas winery is part of the Freixenet Group, a world leader in sparkling wine production.
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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. 30 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at firstname.lastname@example.org SEE A DEMO OF THE DIRECTORY!
JC Penney has awarded national newspaper buying to Minneapolis based media placement firm Novus Media starting February 15, 2015, Portada has learned. Torrance, CA based ACG Communications had handled national newspaper buys for JC Penney for many years. OMD is JC Penney’s media buying firm for all other media.
U.S. Cellular came up with the idea to have ABC’s ‘Shark Tank’ auditions in smaller markets and so, has created a campaign around it titled, “Shark Tank Meets Main Street,” The New York Times reports. Two commercials featuring audition footage will be shown during the Sept. 26 season premiere. There will also be an online video element. The campaign has been created by Starcom MediaVest Group’s LiquidThread.The promotion will enable the mobile company to focus on markets where it can target small business customers.
Gatorade has released a 90-second commercial salute to New York Yankees superstar Derek Jeter.The commercial shows Jeter surprising fans outside Yankee Stadium to the tune of Sinatra’s “My Way.”The 90-second “My Way” spot will air on TV for the first time Saturday on the YES Network and Fox.Gatorade will follow that with a full-page print ad, which Carter said was written by Jeter himself, in the New York Daily News and Sports Illustrated on Sept. 28-29. Besides the ad campaign, Gatorade will outfit the Yankees dugout with customized cups, coolers and towels featuring Jeter’s No. 2 in place of the Gatorade “G” during a game on Sept. 22.Jeter was also honored by Nike’s Jordan Brand in a 90-second spot from Wieden + Kennedy in July. https://www.youtube.com/watch?v=xfgS1lvqX8I
The 500-year old liquor brand Disaronno’s parent company Illva Saronno is refreshing the brand with “The Disaronno – Be Originale,” new global campaign under its new advertising and branding agency the Burns Group. Assembly is the media agency. The campaign centers around a new signature cocktail “Disaronno Sour” that highlights the liquor as a mixed drink best shaken. This cocktail is featured in print and out-of-home ads that show a bartender mixing the drink. The ad was shot in Madrid. The campaign is also debuting :20 and :15-second spots airing in the U.S. and key global markets. These ads will air on ESPN2, NBC, VH1, SPIKE, BET, and WGN, among others.
GoDaddy is kicking off its fall campaign during “Monday Night Football” on ESPN, with another spot airing on cable. The commercials, “Stick It” and “Related,” are part of GoDaddy’s most recent attempt to resonate with small business owners.The new ads are based on real small business owners, both women.Produced by its new agency, Barton F. Graf 9000, New York, the two spots use humor to shed light on the tough realities of starting a business. Related StoriesThe campaign’s rollout also includes online and print advertising and social media. As part of the new effort, GoDaddy is increasing its ad spend, though Ms. Rechterman declined to offer specifics. http://bcove.me/0vgx6407
In celebration of Hispanic Heritage Month, Colgate-Palmolive has partnered with the Hispanic Heritage Foundation (HHF) to kick- off of the company’s annual Haz la U™ educational grant program. Now in its sixth year, the Haz la U™ program will partner with the HHF’s Youth Awards program and its community service “track,” which focuses on high school seniors dedicated to helping their communities while maintaining a 3.5 GPA or higher, to award US $45,000 in grants to 30 students.Beginning today through October 31, students can apply for the community service “track” via www.hhfawards.hispanicheritage.org. Thirty high school students will be selected by the Hispanic Heritage Foundation to receive US $1,500 educational grants from Colgate-Palmolive to help pay for higher education.
CHEST, Sunovion Pharmaceuticals Inc.
The CHEST Foundation, the foundation of the American College of Chest Physicians (CHEST), with support from Sunovion Pharmaceuticals Inc., has created the “Tome Un Respiro” Spanish-language campaign to raise awareness among Hispanics in the U.S. about the prevalence, treatment options, and disease management of chronic obstructive pulmonary disease (COPD). This COPD awareness campaign offers Spanish-language materials, information, and resources that can be accessed at CHESTnet.org/TomeUnRespiro.
Miller Coors announced that the Miller Lite creative assignment for mainstream has been assigned to TBWA Los Angeles and the US Hispanic Markets portion has been assigned to Dallas based Dieste. Casanova Pendrill handled the US Hispanic Market responsibilities prior to the transfer.TBWA is Miller Lite’s third creative agency since 2012. 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 email@example.com SEE A DEMO OF THE DIRECTORY!