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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural 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 our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

For prior Sales Leads editions, click here. 

  • California Milk Processor Board

The California Milk Processor Board (CMPB) has placed its entire media-planning and buying business with Milner Butcher Media Group (MBMG). The firm also consolidated its creative account with Gallegos United around two months ago.MBMG was already the incumbente on the multicultural portion of the account. CMPB general market media planning and buying was previously handled by Omnicom’s PHD.MBMG has also recently won the Postmates media account,  buying duties for Nokia Health and luxury hospitality company Inspirato.CMPB spent around US$4.4 million on measured media in 2016 according to Kantar Media.

 

 

  • Tecate

Tecate, the official beer of boxing, announces its sponsorship of GGG Promotions’ global sensation, reigning unified WBC, WBA (Super), IBF, and IBO world middleweight champion, Gennady “GGG” Golovkin, in advance of the most anticipated rematch of 2018 between Canelo Alvarez and Gennady Golovkin on May 5, 2018.As the exclusive beer and presenting sponsor for both the first Canelo vs. Golovkin fight and the rematch, this will be the first time in Tecate’s history of sponsoring boxing where two Tecate fighters will go head-to-head. Tecate first entered the ring in 2007 by sponsoring the Oscar De La Hoya vs. Floyd Mayweather fight.Gennady will receive Tecate’s immersive 360-degree marketing muscle and 21+ consumer activations ahead of his 2018 fights.

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision-makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • P&G

P&G is planning to cut advertising costs by US$400m by implementing new agency models and reducing the number of agencies it works with by 50%, So far, the company has already reduced ad agency and production costs by US$750 million and expected to save another US$400 million “in the next phase.”The number of agencies went from 6,000 to 2,500 since it began its cost-saving spree in 2015. P&G anticipates a total of US$2bn in savings across marketing productivity efforts through fiscal year 2021.

 

 

  • General Mills

General Mills is said to have acquired Blue Buffalo Pet Products for roughly US$8 billion in cash.The company expects the deal to close by the end of this year.The acquisition would be General Mills first move into the pet food business, which has been a high-growth sector in the consumer industry. Pet food and care remains a point of growth in the consumer industry. In 2017, consumers spent US$20 billion on pet care, US$10 billion of which was on dog food, according to Nielsen.

 

  • Pollo Tropical®

Pollo Tropical®, the quick-service restaurant chain famous for its 24-hour fire-grilled chicken, is ringing in a new era of chicken, adding to its already impressive history of flavorful and crave-able chicken, by launching crispy Pollo Bites. Representing the first step in a bold new platform, Pollo Bites expands the brand’s culinary offerings into the popular crispy chicken category. With the introduction of Pollo Bites—as well as impending menu additions that will round out the new crispy chicken platform—Pollo Tropical® has created an entirely new way for guests to enjoy its Caribbean-inspired, 24-hour citrus marinated chicken. Pollo Bites will soon be joined by other innovative crispy chicken offers that will carry on the fresh and flavorful legacy Pollo Tropical® has established through its special blend of citrus juices and spices.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

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

 ::: Havas – Erh Ray, Gal Barradas, Douglas Patrício ::: Levi Strauss & Co. (LS&Co.) – Roy Bagattini  ::: Kodak Alaris – Rick Costanzo  :::  Martin Jones – AMDIA ::: La Nación – Nicolas Robles  ::: Bruce McColl, Andrew Clarke – Mars ::: Precision Global – Mario Barbero  ::: General Mills – Jorge A. Uribe :::

Click here for previous Latam Changing Places editions

dyQnPat5_400x400Havas has announced the appointment of Erh Ray and Gal Barradas, currently Co-CEOs of BETC São Paulo, as Co-CEOs of Havas Creative Group Brazil, effective immediately. In addition to their current roles as partners and Co-CEOs of BETC São Paulo, Ray and Barradas will lead Havas creative agencies in Brazil, including Arnold, Havas Worldwide, and Havas Worldwide Digital. Both will report to Andrew Benett, Global CEO of Havas Worldwide and Havas Creative Group. At BETC São Paulo, they will continue to report to Rémi Babinet, chairman of BETC.

 

descargaPrior to joining BETC, Ray cofounded BorghiErh and was Chief Creative Officer at DM9DDB.

 

 

 

 

 

 

galPreviously, Barradas served as partner and CEO at F.biz. In 2012, she was named Most Outstanding Person in the Brazilian digital communications market, according to Grupo Consultores.

 

 

 

douglasIn addition, Douglas Patrício has been named Managing Director for all Spanish-speaking Havas Creative Group agencies in LATAM. In this role, he will focus on increasing collaboration and driving innovation across the agencies in the region. He will continue in his role as CEO of Z+ and Havas Media Group Brazil.Prior to joining Havas in 2001, he served as Executive VP, Managing Director of Ogilvy São Paulo.

 

 

descarga (1)Levi Strauss & Co. (LS&Co.) has announced that Roy Bagattini will assume the role of executive vice president and president of Levi Strauss Americas, effective June 1, 2016.In his new post, Bagattini will be responsible for leading the company’s largest commercial operations, spanning all brands and channels across the United States, Canada, Mexico, Brazil and the balance of Latin America. Bagattini will continue to report to President and CEO Chip Bergh.Bagattini previously served as executive vice president and president of the company’s Asia, Middle East and Africa operations. Under his leadership, the region has consistently delivered outsized growth, strengthened its customer relationships and attracted blue-chip talent.Bagattini joined LS&Co. in 2013 with more than two decades of experience as a senior leader at global consumer goods and beverage companies.
 

constanzoKodak Alaris has appointed Rick Costanzo president and general manager of the company’s Information Management (IM) division. Costanzo joined the company earlier this year to lead the global business, which delivers hardware, software and services in 27 countries and helps customers automate business processes and accelerate digital transformation so they can realize their full potential.Costanzo joined Kodak Alaris following a successful tenure at SAP, where he served as executive vice president for the Telecommunications Industry and Enterprise Mobility Solutions.

 

04a9990Martin Jones has been reelected president of AMDIA (“Asociación de Marketing Directo e Interactivo” de Argentina / Argentina’s Association of Direct and Interactive Marketing.) Jones is a multibrand digital manager at L’Oreal. Amdia new authorities will work for marketing development in Argentina and Latin America.

 

 

 

descarga (2)Argentine newspaper La Nación has announced the appointment of Nicolas Robles as commercial and B2B business development manager. He will be responsible for the strategy and business development for all platforms, B2B business and agencies management. Robles will report directly to Gervasio Marques Peña, the newspaper business manager. Prior to this position, Robles served as country sales manager at IMS (Internet Media Services).

 

After 10 years as chief marketing officer, Bruce McColl is retiring from his position at Mars. In his place, chief customer officer Andrew Clarke will assume the newly created role of chief marketing and customer officer.

Andrew-Clarke-MarsClarke, who has been in his current position since 2015, will oversee all teams managing media, consumer marketing, customer and sales. Though Clarke has been in his role for only a year, he is a 16-year veteran of the company. Prior to becoming chief customer officer, Clarke was regional president of Petcare for Latin America. He started with the company’s UK sales department in 2000.

 

 

 

 

 

nnnMcColl, 53, retires as one of the most awarded and well-regarded CMOs of his generation. The work he oversaw in recent years from creative agencies DDB and BBDO, and media agency MediaCom, was perennially among the top winners at industry awards shows.

 

 

 

barbPrecision Global, a global manufacturer of aerosol valves, actuators and other dispensing solutions across a variety of end markets, has announced that Mario Barbero has been appointed Chief Executive Officer, effective immediately.  Mr. Barbero succeeds Doug Hind, who will retire.Mr. Barbero joins Precision Global with nearly 20 years of experience in the value-added packaging industry, most recently as Chief Executive Officer of ALLTUB Group, a leading manufacturer and supplier of collapsible aluminum tubes and aerosol cans.  Mr. Barbero was responsible for 1,200 employees and multiple production plants and sales offices across Europe, North America, Latin America and Asia. Precision Global operates a multinational network of facilities spanning sixteen countries on six continents.

 

jorge_a_uribeGeneral Mills has announced the election of Jorge A. Uribe to its board of directors effective June 1, 2016.Uribe retired in 2015 from his role as Global Productivity and Organization Transformation Officer at Procter & Gamble, where he was responsible for the company’s major productivity initiatives and broad-based structural and cultural re-design.  A native of Colombia, Uribe previously served as the Group President of Latin America at Procter & Gamble, managing businesses in more than 20 Latin American and Caribbean countries with over 18,000 employees.  With the election of Uribe, General Mills has added six new independent directors in the past two years, enhancing the board’s depth and expertise.

 

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. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-840-1311 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!

For prior Sales Leads editions, click here.

  • #LoveYourHair By Dove

mm (2)To alleviate women from these pressures, Dove Hair is announcing the launch of its #LoveYourHair campaign and film – a challenge to conventional beauty norms and a reminder that beautiful hair is not singularly defined, instead it is an expression of self that should make women feel beautiful and confident. As part of #LoveYourHair, the brand will showcase and celebrate all hair types, textures, styles, and colors.  Dove Hair is also working with Elizabeth Benedict, editor of “Me, My Hair, and I: Twenty-seven Women Untangle an Obsession,” to decode the relationship women have with their hair.Women can show how their hair makes them feel beautiful via the hashtag #LoveYourHairç. (Check out:How Unilever’s Dove Uses Paid Media and Content Marketing to Empower Curly Women)

 

https://youtu.be/LeJVNum2zwY

  • Amway/ XS™ Sports Nutrition line

descarga (3)Amway, the world’s leading direct selling company, has announced the launch of the XS™ Sports Nutrition line, marking the company’s expansion in the sports and performance nutrition category and presenting an opportunity for the next generation of Amway Independent Business Owners (IBOs). The XS™ Sports Nutrition line is an extension of the XS™ brand, a line of healthier energy drinks, which Amway acquired in 2015. This further infuses Amway’s product portfolio with the energy, authenticity and quality customers expect. The Sports Nutrition market has grown to a nearly US$19 billion category in the United States. Amway is a us$9.5 billion direct selling business based in Ada, Michigan, USA.

  • DishLATINO, State Farm and Walmart

descarga (2)Telemundo announced a 360° degree sponsorship initiative in support of season four of the network’s hit singing competition “La Voz Kids,” which returned Sunday, April 17th at 8pm/7c, with hosts Jorge Bernal and Patricia ‘Paty’ Manterola and celebrity coaches Daddy Yankee, Natalia Jimenez and Pedro Fernandez. Exclusive brand integrations from DishLATINO, State Farm and Walmart will be featured in the series, which reached a cumulative audience of 2,775,000 total viewers and 1,234,000 adults 18-49 on premiere night, according to Nielsen.DishLATINO will sponsor a special group performance and selfie diaries with the finalists, providing exclusive video content to fans on-air and through a custom digital hub. DishLATINO will also be featured in segments on “Un Nuevo Día” and a Social Synch campaign via Facebook.A State Farm branded video channel will give fans access to exclusive interviews and content. Leading into the announcement of the season four winner of “La Voz Kids,” State Farm will recap the season with the most inspiring highlights from the show. In addition, State Farm will sponsor airings of “Quiero Tu Voz Minuto,” and be featured in segments of Telemundo’s popular newscast, “Al Rojo Vivo.”  Walmart returns as the exclusive retail sponsor and will be featured in-show, as well as have cross-promotional activity.

  • Honda

oXMAw2MS_400x400Honda has announced that the upcoming Clarity Fuel Cell will be joined by two additional variants, the Clarity Electric and Clarity Plug-in Hybrid, launching in the U.S. in 2017. The addition of two new Clarity vehicles, based on the same platform underpinning the new Clarity Fuel Cell, makes Clarity the first vehicle in the industry to offer fuel cell, electric and plug-in hybrid technology on one model platform, offering Honda customers an expanded array of electrified vehicle choices to suit their individual tastes and driving needs.Following the U.S. launch of the Clarity Fuel Cell in late 2016, the Clarity Electric will go on-sale in 2017.  The Clarity Electric will be the first affordable, midsize, five-passenger battery electric vehicle (BEV) to offer premium content and features. The third vehicle in the Clarity series, the Clarity Plug-In Hybrid, will launch in all 50 states later in 2017 and will be the volume leader in the series, seamlessly combining an all-electric driving range in excess of 40 miles with a hyper-efficient gasoline-hybrid extended range mode.

  • Cheerios

-1x-1General Mills is introducing Pumpkin Spice Cheerios, a fall limited edition flavor that will launch around Labor Day.Cheerios is another brand that has suffered from an industrywide U.S. cereal slump. So, GM is relying on pumpkin spice and other innovations to boost sales. Sales of regular Cheerios, a 75-year-old brand, have slipped 18% since 2010.General Mills and Kellogg Co. have both updated their products to cope with shifting tastes, but the days of cold cereal dominating breakfast in the U.S. are probably over, said Ken Shea, an analyst at Bloomberg Intelligence. Fast food’s push into breakfast and the emergence of snack bars and Greek yogurt as viable morning meal options have eroded cereal’s appeal, he said.

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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: Mondelez – Dentsu Aegis Network’s Carat, Publicis Groupe’s SMG  ::: General Mills – WPP’s GroupM ::: Bayer ::: Bacardi :::

  • Mondelez

6D3DK65E_400x400The snack food marketing giant Mondelez International has split its US$2 billion global media agency assignment between Dentsu Aegis Network’s Carat and Publicis Groupe’s SMG. The new appointments are effective January 2016.Both agencies are incumbents and competed in a review that began in June . But the marketer has opted to retain both shops.Carat came away with North America (which SMG had handled) while retaining Europe and Asia-Pacific. SMG has been assigned Eastern Europe, Middle East, Africa and Latin America.Mondelez also confirmed that Carat has been appointed its single communications agency for global categories, which includes communications planning.

  • General Mills

glogosocial_400x400General Mills has consolidated its global media agency business with WPP’s GroupM, led by its agency Mindshare. This is happening three weeks after it was announced that Mindshare won the U.S. media business of General Mills. GroupM will support General Mills in Europe and Australia/Asia, and lead GM’s Yoplait Europe business and a portion of its’ business in Africa, the Middle East and Asia.The move consolidates business that was previously handled by a handful of other agencies and networks.Read more.

 

  • Bayer/ Global

js6tDCe-_400x400German pharmaceutical giant Bayer is looking for a new digital creative and media agency for its Bayer Consumer Care (BCC) division, which includes Bayer Aspirin, Claritin, Afrin and Midol.The company already works with creative agencies JWT and BBDO on brands such as Merck, AlkaSeltzer and Berocca, while WPP’s MediaCom handles all media.Bayer is looking to expand beyond its more “traditional” approach to media, especially TV.

 

 

  • Bacardi/latam

PysfgttC_400x400Bacardi is targeting millennial consumers with a new global campaign celebrating individuals with the “cojones” to “take the stage” and make themselves heard.It marks a departure from the rum brand’s previous marketing push around its heritage, with a campaign entitled ‘Untameable since 1862’.The new TV ad, called ‘The Truck’, attempts to show the world from the perspective of millennials, “capturing the energy of their life” as they embark on a cross-country journey for the ultimate house-party, mandmglobal reports.The campaign – the first to launch since Bacardi handed its ad and media agency accounts to BBDO and OMD respectively – introduces the new tagline, ‘There’s nothing in the way’.

https://youtu.be/Ogs6uD4xlNY

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!
For prior Sales Leads editions, click here.

  • General Mills

glogosocial_400x400General Mills has consolidated its global media business with WPP’s GroupM, led by its agency Mindshare, on the heels of its selection of Mindshare to handle its massive U.S. business.The group will support General Mills in Europe and Australa- Asia, as well as take the lead on the company’s Yoplait Europe business and a portion of General Mills business in Africa, the Middle East and Asia.Read more.

  • #WashAwayLabels

descarga (4)Tide Laundry Detergent has released its latest effort #WashAwayLabels hoping their cleansing power will help to wash away those labels the Latino community is tagged with. Tide has included a video on Youtube sharing the testimonials of members of different ethnic groups, from Cuban to Mexican, speaking out on the negative titles they’ve been labeled in their lifetimes:“beaners,” “narco,” and “mojados” were just a few. Along with the National Council of La Raza, Tide is hoping to help the Latino community “delete” the negative tags and share how it would like to referred to as in honor of Hispanic Heritage Month, according to the video’s description.Some of the labels mentioned were screen printed onto white t-shirts using ketchup instead of ink. The same individuals who said they’ve been categorized under those labels walked into a room scattered with the shirts to show that “labels are stains.”The participants set the dirty t-shirts to wash to cleanse them of the derogatory names while advertising Tide’s cleansing strength.

https://youtu.be/j_XMalvsutk

  • MetroPCS/Fenomeno Studios

MetroPCS has partnered with Fenomeno Studios the Multichannel Network owned by Estrella TV for #AsiEsmiHistoria, a special edition of  Fenomeno Sessions. For the special feature, three regional Mexican music’s stars (Gerardo Ortiz, his younger brother Kevin Ortiz, and Luis Coronel) have signed on with Estrella TV’s Fenomeno Studios and MetroPCS to bring fans an intimate acoustic concert experience, #AsiEsMiHistoria [#ThisIsMyStory] which started on Oct. 9. An important objective MetroPCS; Marketing  is to reach out to multicultural audiences in general and Hispanic audiences in particular.

 

  • Food Loves Milk Campaign

descarga (5)The California Milk Processor Board (CMPB), creator of got milk? and toma leche, has launched a new chapter with the Food Loves Milk campaign, designed to pique consumers’ interest in drinking milk with a wide range of foods, from time-tested classics to new pairings.The CMPB teamed with both Goodby Silverstein & Partners (GS&P), originator of got milk?, and Grupo Gallegos, which created the Latin-market toma leche effort, to produce a cross-media integrated campaign that addresses the wide-ranging, leading-edge food tastes of all Californians.The latest effort consists of two 30-second spots from GS&P, “Sweet Loves Milk” and “Spicy Loves Milk,” will run across the major networks, taking advantage of the fall premieres as well as special events such as the Emmys. In addition, five 15-second spots from Grupo Gallegos will air on Univision, Telemundo and local stations. Later this year, the campaign will also extend into more traditional avenues, such as print, out-of-home and in-store. Consumers will be encouraged to share the foods they pair with milk by using the hashtags #FoodLovesMilk and #MeGustaConLeche. Some of the crowdsourced results will be aggregated in a gallery at tomaleche.com and also used as part of other “Food Loves Milk” digital-media elements.To localize the campaign and further feed into consumers’ hunger for exotic flavors, RL Public Relations (RLPR), CMPB’s PR agency of record, will bring a variety of experts and top chefs to speak about this new culinary trend.online elements over the course of the campaign will include the following: A nine-part online video series that follows Hispanic stars Yarel Ramos and Eddie G! as they surprise diners at restaurants, cafes and food trucks with a glass of milk to try with their meals. Partnerships with the California Sunday Magazine and Bon Appétit magazine’s Food Innovation Group that includes videos, recipe guides and sponsored editorial around the chefs’ inspiration.A partnership with BuzzFeed to create a video spot showing reactions from people as they try new food-milk pairings. A range of content by social influencers of varying backgrounds that will give consumers different ideas of how to experiment with pairings. Content will include Pinterest boards, Instagram posts, YouTube videos and blog posts.The entire campaign will culminate at Super Bowl 50 on February 7.

  • Bud Light: Heads or Tails? 

AMzz6maL_400x400Bud Light has released a new ads that seeks to link the brand to the unpredictability of the coin tosses that begin each game.TV spots show fans using the heads-or-tails outcome to dictate their social plans, like going to a beach party or snorkeling. The Anheuser Busch InBev-owned brew — which is an official NFL sponsor — is supporting the ads with a program at bars in which drinkers can flip a digital coin on a computer tablet and get the chance to win prizes or NFL tickets.A-B InBev roster agency FCB, Chicago assisted on the ads.W&K is prepping a new campaign that is expected to debut as soon as December and will move away from the brand’s two-year-old “Up for Whatever” campaign, Ad Age reported.Bud Light began the NFL season by promoting unique can designs made for every NFL team.

https://youtu.be/pK4Uad1A5SY

What: General Mills has consolidated its global media agency business with WPP’s GroupM, led by its agency Mindshare. This is happening three weeks after it was announced that  Mindshare won the U.S. media business of General Mills.
Why it matters: The move consolidates business that was previously handled by a handful of other agencies and networks.

glogosocial_400x400General Mills has consolidated its global media agency business with WPP’s GroupM, led by its agency Mindshare, as the latter has been chosen to handle its massive U.S. business.

GroupM will support General Mills in Europe and Australia/Asia, and  lead GM’s Yoplait Europe business and a portion of its’ business in Africa, the Middle East and Asia.

The move consolidates business that was previously handled by a handful of other agencies and networks.

General Mills’ brands include: Cheerios, Progresso and Yoplait. The food Giant spent US$866.4 million on measured media in the U.S. in 2014, down from US$893.4 million in 2013, according to the Ad Age DataCenter.In 2013, the company spent US$1.03 billion globally, including its largest market, the U.S.

QRV_153 3General Mills just announced the re-launch of its new and improved digital platform, QueRicaVida.com.  Monica Granados, assistant interactive marketing manager who oversees all Que Rica Vida digital content, spoke to Portada about the new initiative. (BTW: Que Rica Vida’s history reflects the evolution of Hispanic Content Marketing, check the links at the bottom of this article).

Portada: What percentage of Que Vida Rica users are mobile right now? How do you expect that to evolve in the next five years?


M.G: “The majority of our traffic is attributed to smartphone. We see that figure increase YoY and anticipate it to continue to do so, as tablets and desktop are deprioritized in favor of large-screen smartphones.”

Portada: What is the ratio of visits to the English language site, vs total visits English and Spanish is there? How is this ratio expected to evolve over the next few years?


M.G: “Less than a quarter of our traffic comes through on the English site. Our audience naturally acculturates and the # of young, US-born Latinos increases, we imagine this may shift in favor of English.”

Portada: What insights is the re-launch based on?


M.G: “#1: The majority of Latina mothers value passing down family history to their children through cooking and is looking for food content that help them balance the connection between the American lifestyle and her Latin roots.
#2: Hispanic moms spend more media time on their mobiles than the average mom does.
#3: Hispanic moms need help understanding the value of coupons
#4: The Hispanic Millennial Latina Mom in the U.S. is thirsty for culturally relevant food content that she can easily find on her mobile device in her preferred language. While she is aware of digital ads and coupons, she is still not taking advantage of the ways in which she can save on her family’s favorite products.”

Portada: How do you target Moms that are not Millennials and perhaps more Spanish-speaking?
M.G: “Our Spanish dominant Moms love to come for the most traditional recipes on Que Rica Vida, especially when she is preparing for a big holiday or celebration. Therefore, the content aimed at connecting with her is a combination of traditions and tips to help make her life a little easier during these occasions. Additionally, Facebook has been key to our success with the Spanish dominant Mom, reason why our posts are mostly in this language.

The majority of our traffic is attributed to smartphone. We see that figure increase YoY and anticipate it to continue to do so.

Portada:What is your amplification and social media strategy based on? E.g. do you work with blogger networks?
M.G: “We amplified news of our launch across owned channels (social + email) as well as through external blogger networks like Dime Media. We wanted our top contributors to take pride in the new platform, which will better showcase their content, but also took launch as an opportunity to connect with potential new contributors in our priority markets.”

Portada: What is the Latin American (Mexico and below) reach of Que Rica Vida and do you work with General Mills Latam to cater to that audience?
M.G: “We do see a high volume of traffic coming to our site from outside of the US, but we do not prioritize this audience considering that many of the products we feature are not available in those markets. In the future, we may work with international teams to extend the reach of QRV, as is relevant.”

Portada: Does Que Rica Vida have a print component or not anymore?

M.G: “The Que Rica Vida magazine was discontinued last year.”
Portada: What agencies did Que Rica Vida work with for this re-launch and how is it supported with media buys?

M.G: “We work with McCann for site design and creative, Ovative for organic search optimization, and M8 for social, email and media execution. We amplified paid content distribution and external ad rotation with our most efficient partners to amplify news of the re-launch.”

CHECK OUT PRIOR QUE RICA VIDA COVERAGE:

Sep 16, 2015 : General Mills Re-launches QueRicaVida.com to Meet the Demands

Jan 15, 2015 : How General Mills doubles down on Hispanic Online Video: 6 things  You Need to Know

Sept. 27, 2012: BREAKING – Que Rica Vida Relaunches: Increases Circ. to 1 million

Jun 11, 2010: Marketer Interview: Rodolfo Rodriguez: “Que Rica Vida is open to Third Party Advertising.  

What: General Mills is re-launching its new and improved digital platform, QueRicaVida.com.The improved website has more rich, diverse and relevant content and offers valuable recipes, savings and nutritional information catering to the “New” Latin family’s passion for cooking and innovation.
Why it matters:  Media properties and brand platforms reaching out to Latinas, of which nowadays many are  Milennials, are constantly adapting and fine-tuning their offerings to keep pace with the changing (social) media habits of this demo.

General Mills has announced the re-launch of its new and improved digital platform, QueRicaVida.com. Harnessing the power of innovation and mobile technology, General Mills is creating a brand new site and mobile experience to meet the needs of the new Latina and her mobile lifestyle.

The improved website has more rich, diverse and relevant content and offers valuable recipes, savings and nutritional information in a way that is more convenient for consumers.

“Relaunching our QueRicaVida site is a perfect opportunity to continue to grow with and equip our progressive and culturally diverse consumers with the best resources needed to assist them in today’s mobile world,” said Monica Granados, assistant interactive marketing manager who oversees all Que Rica Vida digital content.

According to a recent study by IAB, Latina moms are leading mobile first lives with nearly 40 percent of Latina moms relying on mobile devices as their primary internet source. With social, digital and mobile playing an important role in their everyday lives, General Mills redesigned their new site to be socially intuitive and mobile friendly.

“As with most communities, our Latina mom plays a pivotal role, guiding all decisions and meal creations. The emerging new Latina is highly focused on preserving heritage as well as blending her cultural realities and influences. We wanted to honor her with quality-focused content highlighting new products and experiences and empowering her with more innovative shopping tools,” explains Granados.

The new website features:

  • Contemporary Design

The site was created with mobile efficiency in mind. The clean, clear, fluid design makes cooking from any smartphone easier and more enjoyable allowing the user to quickly note ingredients and instruction as well as share, pin and favorite preferred recipes.

  • Rich Content and Intuitive Navigation

Authentic recipes and relevant articles are now just a couple of simple clicks away. In catering to the consumer and their values of family, diversity and health, QueRicaVida.com now hosts richer and more diverse dishes that celebrate heritage, culture and wellness while also offering fluid and intuitive navigation making exploring and discovering recipes a pleasant experience.

  • Giving Value

QueRicaVida.com is committed to offering the best quality products, experiences and deals by offering print-at-home coupons and grocery card-linked offers saving the consumer both time and money. In the future, In-store deal offers will also be incorporated and made available on the site as well.

General Mills is constantly innovating and investing in ways to meet their consumers’ and communities’ evolving needs. In celebration of the new site launching, General Mills is partnering with community influencers to host, Setting the Table for the New Latin Family, an event dedicated to engaging and sharing new resources, techniques, and recipes to fit the new Latina’s lifestyle.

“With the start of the new school year this is the perfect time to provide our Latina moms with a dependable source that allows easy access to delicious recipes, convenient cooking tips, and nutritional advice so that they can then in turn provide the best for their families,” said Granados.

Join us at PORTADA Mexico!

 

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: JETBLUE ::: Kit Kat ::: Illusion ::: Sony ::: General Mills ::: Volkswagen ::: Sony :::

Click here for prior Latam Sales Leads issues

  • JETBLUE/Ecuador

_u6w7zXG_400x400JetBlue Airways has announced plans to add a new destination to its expanding Latin America and Caribbean network. The airline intends to launch service to Quito, Ecuador’s Mariscal Sucre International Airport (UIO) with once daily service from Fort Lauderdale-Hollywood International Airport (FLL), subject to approval of government operating authority.The new route is expected to launch in the first quarter of 2016. Flights will be available for sale pending government approval.From Fort Lauderdale-Hollywood, JetBlue currently offers 37 nonstop destinations, with up to 85 daily flights. The airline continues to strengthen its position in this key market as it ramps up its schedule to 100 daily flights to meet increasing customer demand in South Florida.Quito is the closest capital city to the sun at 9,350 feet above sea level, and lies on the equator, making it one of the few places in the world where you can simultaneously have one foot in the Northern Hemisphere and the other in the Southern Hemisphere.

  • Kit Kat / Argentina

oLOrgI2c_400x400Walter Thompson has been added the brand Kit Kat to its portfolio.The agency will be in charge of digital development, landing social networks and brand activations. The Nestle brand, which will be handled by J. Walter Thompson, was launched in Argentina last March.

 

 

  • “Coated novia”,  Illusion/Mexico

thumb.Z0Gl9Q2Z.6Ogilvy & Mather Mexican subsidiary has released its latest work for lingerie brand Illusion. It consisted of several women who convert their dresses in lingerie pieces to regain the passion in their marriage.

 

 

 

  • General Mills/Global

General_MillsGeneral Mills, a marketer that also devotes substantial resources targeting the Multicultural community, is reviewing its global media account. General Mills is jumping on the media review bandwagon, joining about a dozen other big advertisers that have called reviews in the last two or three months.Publicis Groupe’s Zenith Media is the long-time incumbent on the assignment. The cereal and snack foods giant spends more than US$800 million annually on ads in the U.S., according to Kantar.Joanne Davis Consulting has been retained to assist with the review process.

 

  • Volkswagen/Global

8680b8a54b32c17d28a9c5d6a175fa42_400x400 (1)Volkswagen Group is holding a global media agency review.VW Group, which owns both Audi and Porsche, currently works with WPP’s Mediacom in various markets. The shop retained its business after a review that took place a couple of years ago.The upcoming review is likely part of a multi-year routine, according to one industry executive.The company spent US$605 million on U.S. measured media in 2014, according to Kantar Media.

 

 

  •  Sony/Global

u24Glc4J_400x400Sony has kicked Off Global Media Agency Review.The Japanese company spent US$620.3 million on U.S. measured media in 2014.Interpublic Group’s Mediabrands, which owns UM, Initiative and BPN, will likely defend. The network’s UM has worked with the company for over a decade and currently supports Sony Pictures.In 2013, Sony awarded WPP’s Mediacom global duties for mobile devices.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: Coca-Cola ::: ZICO Coconut Water – David & Goliath  ::: Clight – JWT ::: General Mills ::: Youpanqui BBDO :::

  • Coca-Cola

descargaCoca-Cola is celebrating the 100th year of its iconic bottle with a global ad campaign in more than 100 countries. The campaign is expected to begin this week. Agencies working on the effort include Wieden & Kennedy, Portland, and Ogilvy, Paris. Other marketing assets shown during the presentation included the phrase “100 years of phsst, fizzzz, clink clink, glug, glug … ahhh.”The campaign comes as the company embarks on a cost-cutting program targeting US$3 billion in annualized savings by 2019. Plans include pouring some of the savings into brand-building.The company would add US$250 million to US$350 million in global media investment in 2015. Other efforts to promote the Coke bottle anniversary include an exhibit opening called “The Coca-Cola Bottle: An American Icon at 100,” later this month at the High Museum of Art in Coke’s hometown of Atlanta.The bottle was originally designed by the Root Glass Company in Terre-Haute, Ind. It “offered a distinct package for an already ubiquitous product launched in 1886,” according to Coke. The company called for the bottle to be colored “Georgia Green,” as a tribute to the brand’s home state.

https://www.youtube.com/watch?v=lNQCrxFV0cU

  • ZICO Coconut Water

Sr6k4grk_400x400Coca-Cola’s Zico coconut water brand has selected David & Goliath as its new agency after a review.David & Goliath is expected to start the next iteration of the “Crack Life Open,” began in May by Butler, Shine, Stern & Partners.The new agency comes as the coconut-water category continues to grow. Zico had US$86.7 million in sales in 2013 according to Euromonitor and it’s not clear yet how much Zico will increase its ad spending, and up until now it’s been a small spender, with about US$1 million on U.S. measured media in 2013.The brand, launched in 2004, became majority-owned by Coca-Cola Co., and nowadays, beyond the original flavor, Zico is also available in chocolate, pineapple, mango and passion fruit.

  • Clight / Argentina

d2e847536bd132fab65c1efedec3df59_400x400Agency J. Walter Thompson Argentina has added the second brand to its clients portfolio so far this year.The first one was Telefe and now Clight. The agency will handle the brand’s communications, trying to deliver a message that enables dialogue especially with women.

 

  • General Mills

glogosocial_reasonably_smallThe food giant aims to grow its organic business up to 1,000 million in 2020,according to executives. The ambitious plan is a reflection of how smaller and healthier food are quickly becoming the main market items. The company increased its natural and organic portfolio late last year with Annie’s acquisition, whose line of pastas, snacks and other products showed sales of US$ 204 million in the last fiscal year.Other General Mills’ natural and organic brands include Cascadian Farm, Muir Glen, Larabar and Food Should Taste Good, which together represent 330 million in sales. However, General Mills still remains strongly linked to its traditional biggest brands. The 600 million organic and natural businesses only represent a fraction of the 17,900 million of the company’s total net sales of 2014.General Mills is making huge steps to improve and achieve a healthier image for its biggest brands. The company has just announced it will reduce sugar in its original Yoplait yogurt by 25%, reducing calories to 170-150. The company has also announced that five varieties of its Cheerios will be released in gluten-free versions this summer, including the original and the Honey- nut. General Mills will use advertising to communicate the news about Cheerios, as it did five years ago with Chex brand, which became gluten free.

  • Youpanqui BBDO/Peru

per-GarwichYoupanqui_Logos570-15Peruvian shop Garwich BBDO will join Youpanqui, BTL and PR agency. The new unit will be called Youpanqui BBDO. Garwich BBDO will continue operating as a holding company, participating as a shareholder in Youpanqui BBDO, OMD, Porter Novelli and Ed White. Both customers like Youpanqui team, led by cofounder, president and DGC Miguel León will be incorporated into the new agency. Leon, he will serve as chief creative officer and partner of thefirm. Among the new unit’s client will be brands such as: Pepsico, Claro, Bayer, Avianca, VISA, Abbott Nutrition, J&J and TECSUP.

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!

  • Kentucky Fried Chicken

flLRwyCl_reasonably_smallKFC has launched a new Hispanic broadcast initiative aimed to bring back the slow and savory into lunch with KFC’s “US $5 Fill Ups.” Airing nationally through January 18th, KFC is helping adults; including Billennials (Hispanic millennials) pamper with five lunch alternatives.The spot, which has been entitled “Almuerzo” (the Spanish word for lunch), was created by Louisville-based ad agency Scoppechio. Media buying decisions were taken by MEC Global. Media was bought nationally for:
Univision (UNI), Galavision (GALA), UniMas (TEFN),Telemundo (TMG), Azteca (AZTA), Fox Deportes (FSW), Espn Deportes (ESPD), Mun2 (MUN), Discovery en espanol (DESP) and Estrella TV. (ESTR)

  • Progreso Financiero

descargaProgreso Financiero, a mission-driven financial services company serving the credit needs of the growing Hispanic market, will soon be named Oportun.The company will adopt its new name over the coming months as it shares the name “Oportun” with customers and business partners. The name change will be completed by year’s end.Read more.

 

  • Avocados from Mexico

descarga (4)Avocados from Mexico has extended its Guac Fiesta campaign to reach the Hispanic trade in key markets.The program has been designed to drive consumption of Avocados From Mexico through aggressive retail promotions in key Hispanic markets during the height of the NFL season and through to the Super Bowl.The Guac Fiesta Hispanic program is running until the 1 February in California, Arizona, Texas, Chicago, New York and Miami, targeting 1,000 Hispanic chain stores and independents.The program will feature a mobile sweepstakes and an AFM coupon offer that also gives shoppers a fun new recipe to try. Additionally, the campaign will include digital and social media, merchandising, and trade and consumer public relations efforts.

  • General Mills

descarga (5)General Mills Inc., creator of Hispanic digital platform,Qué Rica Vida, has announced the launch of “Celebra lo Rico”, a new multi-episode branded web series (10) that will empower Latinas living in the U.S. to celebrate their culture and connect through the experiences and inspiration of three dynamic food bloggers. The series began airing on the Qué Rica Vida YouTube channel today, and will continue through Mother’s Day, with a new episode available every other Thursday.The web series will be supported with extensions across Qué Rica Vida’s online ecosystem, including QueRicaVida.com, the QRV Facebook page, and weekly e-mail newsletters.The Celebra lo Rico series was created and produced by Canela Creative, and directed by RAVA Films. “We are exploring various paid content distribution partners, as well as advertising on GeneralMill’s other owned platforms (including BettyCrocker.com, Pillsbury.com and Tablespoon.com) todrive traffic to the Qué Rica Vida YouTube channel,” Natalia Ortega, Media Site planner at General Mills tells Portada.

  • Cheerios

N5B5zvrj_400x400The Cheerios “How To Dad” campaign has made its US debut after appearing in Canadian ads all year. The U.S. version of the spot is quite similar to the version running in Canada, except that the U.S. spot plugs Honey Nut Cheerios, while the Canadian ad is for Peanut Butter Cheerios. Rather than reshooting the spot, General Mills simply refreshed Honey Nut Cheerios boxes.Below the U.S. ad followed by the Canadian version:

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 5 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!

 

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. 5 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!

  • Cox Communications

ID Media, an Interpublic Group media agency, has been selected as media agency of record for Cox Business, a division of Cox Communications that provides communications services for 300,000 businesses nationwide.ID Media will be responsible for multimedia branding and acquisition campaigns—rich in digital media, television, print, and local events—across 26 of the country’s largest DMA’s. This new assignment expands upon ID Media’s current work handling Cox’s shared mail campaigns to residential customers and prospects.The account will be led out of ID Media’s Chicago office by Angie Given-Cook, SVP, Managing Director.

  • Tiffany & Co

imagesLuxury jeweler Tiffany & Co has appointed MEC to handle its global media planning and buying account ,valued US $100m, which will be run from New York. Group M’s MEC beat Omnicom Media Group and sister-agency MediaCom to the account. He review started in Jult and was managed by Ark Advisors.Tiffany’s media planning and buying was previously divided among several regional agencies – EMEA handled by incumbent UM, Merkle in the US and Carat in APAC.Ogilvy & Mather Worldwide won the company’s global advertising account in March.

  • JCPenney

s1YYLIt4_400x400American retail chain JCPenney will review its US$450m media business.OMD has held the account since 2000.Debra Berman, JCPenney’s vice president of marketing, will be responsible for overseeing the review, which is still in the early stages.JCPenney reported net sales of US$2.8bn in its most recent quarter, compared to US$2.66bn during the same time last year. Read more on this.

 

  • General Mills

155526General Mills Inc. has partnered with GRAMMY® Award-winning group Camila for the company’s 2014-2015 Musica y Sabor campaign focused on connecting with Hispanic consumers through one of their biggest passion points: music.As part of the partnership, consumers and Camila fans across the U.S. will have several opportunities to connect with the group through free music download codes, branded merchandise, concert ticket giveaways and a chance to win a meet and greet with the band during their 2015 U.S. concert tour.Participating brands include Yoplait, Cheerios, Lucky Charms, Cinnamon Toast Crunch, Nature Valley, Fiber One, Pillsbury, Totino’s and more. Consumers can look for opportunities to win any of the prizes at select retail locations between fall 2014 and summer 2015.For more information about Musica y Sabor , fans can visit musicaysabor.com.

  • Cheetos

imageCheetos has created its own soccer team, Los Cheetahs, and tournament in response to America’s interest in soccer and to the rapidly growing Hispanic market and influence in America.As part of a new campaign, Los Cheetahs are scheduled to play their “rivals,” Los Jefes, in a series of games. The nationwide tour kicks off on Nov. 8 in Long Beach, CA, when Los Cheetahs will play their first game at a custom-built beachfront soccer stadium. After that, the teams will go across the U.S. to showcase their footworkand the Cheetos brand. Los Cheetahs, a name inspired by the brand’s Chester Cheetah character, won’t be giving the English Premier League or Major League Soccer any competition, however. The Cheetahs roster includes 48-year-old goalkeeper Jorge Campos. One of Mexico’s top players in the 1990s.
https://www.youtube.com/watch?v=2BvfHg-lSDY

  • McDonald’s

descarga (8)McDonald’s Corp. is planning to launch a new advertising campaign starting early next year with the slogan “Lovin’ Beats Hatin’” , aimed to spread happiness in the face of Internet hate.The slogan will not replace McDonald’s longtime tag “I’m Lovin’ It,” but give the fast food chain a broader marketing weight around the world.The campaign is expected to roll out on Jan. 1 and include a 60-second spot during Super Bowl XLIX, which airs on NBC on Feb. 1.

  • Kleenex

imagesThe Kimberly-Clark Corp. brand Kleenex has released a new marketing campaign. The #KleenexCare effort aims to get people talking about simple acts of kindness (involving sharing tissues) through a digital, social-media, public-relations and TV campaign.Kleenex will promote its Anti-Viral tissues as part of the effort. A TV ad from JWT, New York, breaking Nov. 3, shows a younger man sharing a Kleenex pack that has one tissue left with an older woman when she sneezes. Then, when he sneezes, she tears the tissue in half and shares it with him. A voiceover seeks people to share their Kleenex tissues with people in need and their stories at the campaign website KleenexCare.com. JWT’s WPP VML and Geometry Global are in charge of digital and shopper marketing respectively and Omnicom’s Ketchum handles PR.

  • Pitney Bowes

descarga (9)Pitey Bowes has tapped DigitasLBi to handle its’ Global media business and continue handling its digital strategy. DigitasLBiwill partner with Publicis Groupe agency Starcom to develop and execute the company’s media strategy across 12 markets. Pitney Bowes is a manufacturing company known for hardware, software and services related to packaging and shipping. As of June, it spent over US $1 million in media, according to Kantar Media.

  • InPulse Digital

descargaLatin America’s digital marketing agency InPulse Digital has moved its U.S. offices to Miami to better serve its growing roster of clients including  social media accounts for an array of popular Latino names. In addition, InPulse Digital directs cutting-edge digital campaigns for global content creators like E! Online, Univision, Sony Music, Universal Music Group, and Viacom, as well as for children’s brands like Mattel’s “Barney”  and “Strawberry Shortcake.” The new South Florida office will oversee strategy, sales and business development. The agency was started in the U.S. in 2004 and originally focused its efforts on developing technology to serve the music industry, but soon expanded its capabilities to include content marketing, app development, and social media strategies across the entire entertainment field. In addition to its new Miami office, InPulse Digital operates offices in Uruguay, Argentina, Mexico and Brazil.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 5 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!

Sebastian Flores is Marketing Communications Planning Associate at General Mills. As such he takes decisions for Multicultural Marketing and in particular for General Mills Box Tops For Education program, one of the nation’s largest school earnings loyalty programs that has been helping schools succeed since 1996. Portada interviewed Flores on the way the program is executed, particularly when it targets the Hispanic demographic.

Portada: We understand that you work with other companies also on the Box Tops Education program, like Boise and Haynes, is that right? If so, can you please tell us why?
BANNERS SECCIONES FINALSebastian Flores, Marketing Communications Planning Associate at General Mills:  “Yes. We partner with select brands that we believe align well with Box Tops for Education’svalues and purpose. These partnerships allow us to expand our reach, outside of General Mills’ core consumers, extending onto non-food products that. By reaching new consumers, Box Tops for Education is able to magnify its impact by making it easier for schools to earn money.

Overall participation of US Hispanics in the Box Tops for Education Program is considerably less than the general public/population

What is the engagement of Hispanics particularly in clipping Box Tops Education Coupons? how does it relate to the rest of the population?

S.F.: “Although overall participation of US Hispanics in the Box Tops for Education Program is considerably less than the general public/population, it is increasing rapidly. Our main challenge, and one we are tackling head on, is overall awareness of the program. We have found that once Hispanic consumers know we exist, their readiness and willingness to participate is outstanding.”

How do you market Box Tops Education program specifically towards the Hispanic population?
S.F.: “We use a variety of mediums to market Box Tops for Education. In the past, we invested most of our marketing energy and dollars on public relations, grassroots marketing, going door-to-door to recruit new program participants. This was extremely effective in program adoption and user acquisition (signing up new schools), but now, our marketing objectives have shifted towards driving awareness, which resulted in exploring high-impression driving mediums like television, social media platforms, and online radio. Partnering with a community influencer and well-known and relevant talent in the community simplifies and amplifies the delivery of the message. These campaigns are currently in market and results are still being measured, but so far numbers are reaching or exceeding expectations. The highest performing avenues are, not surprisingly, mobile and social, specifically Facebook.”

As we move into the 2015 marketing/advertising budget planning season, What are the main challenges you see, particularly as it pertains to market against the multicultural demographic?
S.F.: The main challenge when planning for 2015 as it pertains to multicultural consumer campaigns will be continuing to engage the target audience. There are many factors and cultural nuances that go behind every multicultural campaign. Looking specifically at a Hispanic-focused campaign, there are factors like level of acculturation, generational differences, country of origin, and language preferences that all play their role when it comes to targeting effectively. Many times the Hispanic consumer group is looked at as a one-size fits all, where one campaign will resonate with all Hispanics, but this is far from being true. The multicultural consumer is extremely unique and requires special attention when crafting language, messaging, and communication channels.”

 

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 matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • NEWLINK AMERICA/CHANDLER CHICCO

descarga (4)US Hispanic market consulting and communications firm Newlink America and Chandler Chicco Companies, a global health communications group under inVentiv Health, are expanding their alliance with the launch of SALUTEAM. Salutem will help health clients develop and deploy culturally relevant communications to engage with Latinos and achieve their business, policy and communications objectives. The practice combines the healthcare and medical communications capabilities of Chandler Chicco Companies with the insights and resources of Newlink’s Hispanic team of marketing and communications professionals.SALUTEAM is being debuted at DTC Perspectives’ third annual Multicultural Health National conference in Atlanta.

  • Blizzard Entertainment

descarga (3)Blizzard Entertainment has shifted its North American traditional media buying duties to OMD West without a review, according to sources.With this move, Blizzard consolidates its North American media assignment with OMD, which won much of the business in 2011. MEC continues to handle media duties for both Activision and Blizzard in regions outside of North America.

  • General Mills

glogosocial_reasonably_smallAs we mentioned on our previous Sales Leads edition General Mills has selected 5 WPP agencies to consolidate shopper-marketing duties. The agencies selected include Geometry Global, Rockfish, Kantar Retail, Bravo and Barrows. With this move, General Mills is focused on elevating the impact of its multi-cultural Shopper Marketing. The Bravo Group is recognized as one of the leading US Hispanic integrated communications group of Agencies by Advertising Age and is one of the WPP agencies that General Mills has engaged to support Shopper Marketing through its new relationship with WPP.

  • TECATE/TECATE LIGHT

images (2)Tecate and Tecate Light are about to launch regional “Taste of Triumph” retail program.The retail activation surrounds Manny Pacquiao and Chris Algieri, promoted by Top Rank and scheduled to be broadcast live on November 22 on HBO. The three-month retail campaign is anchored on the brand’s “Taste of Triumph” communication platform, which encourages men of carácter to seize and conquer everyday victories. The effort includes commemorative posters, price cards, standees and banners. Fans 21 will be encurage to enter to participate for a variety of prizes through the brand’s “Taste of Triumph” Sweepstakes. By texting “TASTEOFTRIUMPH” to 55678, they’ll be in the running to win the Grand Prize consisting of a VIP trip for two to Macau, China to watch the fight live, including round-trip airfare, hotel for three nights, premium tickets to the fight at the Venetian Macau, and VIP access to various fight week events. One First Prize winner will be awarded a trip for two to Las Vegas during the fight weekend; while ten Second Prizes, consisting of a streaming code to the HBO PPV event and a US $100 gift card, will allow additional fans 21 and older to watch the fight at home con carácter. Additionally, Tecate and Tecate Light will offer savings solutions to drive traffic to stores.

  • McDonald’s

descarga (2)McDonald’s has launched the Transparency social media Campaign, reaching out to Millennials  to answer questions about the composition of its menu items. The fast-food giant is rolling out the first in a series of webisodes asking consumers to submit questions via Facebook, Twitter, YouTube and other social media  tools.  In the webisodes, host Grant Imahara (Discovery Channel’s Mythbusters) raises questions about how the’food is produced and prepared and gets answers from McDonald’s sources.

  • MediaCom

descarga (1)GroupM’s MediaCom has been awarded Anheuser-Busch InBev’s beer U.S. Media Account, that is media planning and buying duties. The beermaker spends about US $575 million annually on advertising in the U.S. The account was previously handled by SMG’s Starcom for planning and A-B InBev’s in-house unit, Busch Media, for buying. MediaCom beat other SMG agency Spark in the review process, which began in July. Four media agencies were previously selected to split A-B InBev’s media outside the U.S.

  • Kohler

FYywDU2M_reasonably_smallKohler, kitchen and bath products manufacturer, has moved its media planning and buying business to PHD after a review with unidentified contenders. PHD is a unit of Omnicom Group. In 2013, the company spent US $34 million in media, up from about US$29 million in 2012.The win comes two weeks after Nathan Brown, the former New York managing director of Interpublic’s UM, joined PHD as its U.S. CEO.

  • NESTLÉ® ABUELITA™

images (1)Day of the Dead (“Día de los Muertos” ) offers the perfect occasion to remember the lives of those who have gone before us and the family traditions they shared. Acknowledging those traditions, NESTLÉ® ABUELITA™, the Mexican chocolate with a hint of cinnamon, celebrates “Día de los Muertos” by creating new traditions through food and cuisine in partnership with celebrity Chef Richard Sandoval.The chef will create NESTLÉ ABUELITA recipe booklet with six exclusive creations and make appearances at four public events, offering in-store sampling of the recipes in the following cities. Recipe booklet giveaways also are scheduled at 250 Hispanic retail locations in Southern California, Chicago and Texas from October 1 through November 2, 2014.

  • Toyota

imagesToyota has launched the “More Than a Car” or “Más Que Un Auto” gratitude campaign, which pays tribute to vehicles’ role in the everyday lives of Toyota’s Hispanic consumers. Drivers can personalize their vehicles with physical car name badges. The raised, 3D-printed badges give fans the chance to formalize the love – and place in the family – for their vehicles.Fans can order their badges through www.masqueunauto.com, or in-person at the Supersonico music festival, the first-ever Hispanic indie music festival sponsored by Toyota in Los Angeles on Oct. 11. Those who cannot make it to the festival can join the fun through the hashtag #MoreThanACar or #MásQueUnAuto. Toyota will engage with fans through its @ToyotaLatino channel.

  • Volaris

descargaMexico’s low-cost carrier Volaris is about to introduce weekly flights to Florida from Mexico City and Guadalajara. With the addition of Fort Lauderdale, Volaris will have eight direct routes from Mexico City to the United States.This comes just a week after Volaris announced the launch of flights from Guadalajara to the U.S. cities of Portland, Oregon and Reno, Nevada.. The Mexico City route will be a first for Fort Lauderdale-Hollywood since AeroMexico ceased service there in September 2007, while the route from Guadalajara is a completely new.The flights from Fort Lauderdale-Hollywood to Mexico City will operate thrice-weekly on Mondays, Wednesdays and Fridays, departing at 1:15 p.m. for arrival in Mexico at 4:20 p.m., Volaris said.The Fort Lauderdale to Guadalajara flights will run Thursday and Sunday, departing at 3:45 p.m. and arriving at 6:45 p.m.

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 matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

 

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 matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • General Mills-Shopper Marketing

descargaGeneral Mills has selected 5 WPP agencies to consolidate shopper-marketing duties. The agencies selected include Geometry Global, Rockfish, Kantar Retail, Bravo and Barrows. The company previously used several smaller independent agencies. The WPP shops will provide ecommerce, multi-cultural, display and shopper insights and advertising support for General Mills brands from a creative and digital hub in Minneapolis and regional offices in key retail markets. For creative advertising, the company primarily uses Publicis Groupe’s Saatchi & Saatchi and Interpublic Group’sMcCann Erickson.General Mills brands include Cheerios, Yoplait and Betty Crocker. General Mills media planning and buying is done by Starcom Media Vest. Miami headquartered Media 8 manages the Qué Rica Vida platform, including all digital marketing, social media & content development. M8 also manages multicultural digital marketing for more than a dozen General Mills brands.

  • DishLATINO

descarga (7)DishLATINO has secured Mexican actor and director Eugenio Derbez to star in its new advertising creative, part of the brand’s overall “Me Conviene” campaign. The deal is a first for Derbez in the United States and the first celebrity tie-in for DishLATINO, part of DISH Network Corp. Derbez debuts this week in an integrated digital, TV, radio and print effort geared towards acquiring new customers and connecting with existing ones.The storyline of the new series of television commercials centers on Derbez’s journey to America, starting with the first commercial called “Aeropuerto.” Customers and fans will be encouraged to use #SiempreLatino on Twitter to share their experiences and further engage with Derbez and the new advertising spots.Derbez will interact with the programming and technology of DishLATINO. Throughout the fall and early 2015, DishLATINO will roll out ads portraying Derbez in vignettes of his new life in America.The new ads were developed by MARCA and HAVAS, DishLATINO’s creative and digital agencies, respectively.

 

  • Honda

descarga (8)Audio post facility Tono Studios was tapped by La Agencia de Orci to add its brand of audio magic to two new spots the agency created for Honda’s Summer Clearance Sale.Sound Designer/Mixer Felipe Valencia took the lead on the spots, providing all of the Foley work and sound design on the “Rocky”-like introduction to the first ad, dubbed “Training.” The lead actor goes through a strenuous and comical workout regimen before entering his local Honda dealership drenched in sweat.The second spot, “You Can Do This” involved the creation of background ambiances that supported the primary scene without giving away the punch line of the spot, in which it’s revealed that the character has been inside a car at the dealership.Spots can be viewed below:


 

  • Mitsubishi Motors

descarga (9)Mitsubishi Motors North America, Inc. has launched a national advertising campaign aimed at U.S. Hispanics. The campaign, developed by Grupo Gallegos, will target Hispanic consumers with advertising in TV, print and digital and will run through March 2015.The launch marks the first time since 2004 that MMNA has focused communications on the Hispanic market with a national campaign. The TV spot features footage of each of the three cars with a first-person voiceover sharing anecdotes about his family’s feedback on his car buying decision.

 

  • espnW/ WSF

14104674WGR_BRD-S4L_Logo_Export-01-231x300The Women’s Sports Foundation (WSF) in collaboration with espnW, have announced the “Sports 4 Life” grant initiative, a national effort to increase the participation and retention of African-American and Hispanic girls, ages 11-18, in developmental youth sports programs. Sports 4 Life seeks to effect sustainable improvement to the overall health and development of girls in these communities.The grants will empower organizations to provide coaching, curriculum, equipment, uniforms, transportation, facility rental, tournaments and/or team-building activities, all while fostering the Sports 4 Life benefits. Organizations can apply for grant funding starting today on www.WomensSportsFoundation.org/Sports4Life.Three model programs were selected: PowerPlay NYC in New York, NY ($10,000), Girls in the Game in Chicago, IL ($5,000) and Sporty Girls, Inc., Atlanta, GA ($5,000).The Foundation is currently accepting applications at www.WomensSportsFoundation.org/Sports4Life. The 2014-15 application deadline is December 17, 2014 and grants will be awarded in the spring of 2015.

 

  • Aflac

0Aflac has announced that it launched its first Spanish-language television commercial called “Heights,” which will air nationally on major Spanish-language networks through late November.Aflac has aired four Spanish television commercials to date, but they were adaptations of the company’s English language commercials. “Heights.” The commercial reinforces the theme of “protecting your plans” as the two characters discuss what’s most important to them.In addition to the television commercial, the campaign will be supported by several integration elements including local radio in select markets, digital banners, online videos and more.
https://www.youtube.com/watch?v=Mlwq5eDBvMU

 

  • RetailMeNot

enhanced-14099-1403999535-15RetailMeNot will launch “Cupones Para Ti,” the brand blog’s new Spanish-language channel.The Real Deal blog by RetailMeNot offers readers daily tips and trends for online shopping, as well as exclusive coupons. With the launch of Cupones Para Ti, the website will now lend itself to an entirely different segment of the market – the Spanish-speaking U.S. Hispanic consumer.As part of its new channel, RetailMeNot enlisted Latina fashion blogger and style expert Carmen Odroñez as their newest savings expert. Carmen is the founder of Viva Fashion blog and also a frequent fashion commentary contributor to outlets such as NBC, Telemundo, People en Español and Univision’s Despierta America.Carmen’s debut blog post features her most savvy money-saving shopping tips.

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 matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

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 Kelley Eberhardt at 1-212-685-4441 or e-mail her at kelley@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • Heinz

heinzHeinz has shifted Its US $250 Million Global Media Account to OMG and to IPG’s UM leaving incumbent Cramer-Krasselt out.While UM (Universal McCann) will handle the Heinz U.S. business, it is not yet clear how OMG media agencies PHD and OMD will split the international business. According to MediaPost , the company’s total ad spend, about 25% is in the U.S. Cramer-Krasselt, which did not participate in the review, continues to handle the creative account for now.The review followed the acquisition last June of Heinz by an investment consortium that included Berkshire Hathaway and 3G Capital.

 

  •  Frozen-Food Makers

frConAgra, General Mills, Kellogg, Nestle, Heinz and Hillshire Brands have joined to launch an US $30 million campaign  that aims to revive frozen-food sales, according to an Ad Age report. The campaign, titled “Frozen. How Fresh Stays Fresh,” will try to portray freezing “as nature’s pause button.” McCann will be the lead creative agency. The campaign will include TV, digital and print. The strategy is unusual, but the entire category has been negatively impacted by consumer apathy reason why all these competitor have joined forces.

  • Kraft

Kraft Foods Group brand is launching its “For Almost Everything. Almost” new campaign that plugs the sauce for everything from pork to tofu.CP&B, Los Angeles is the agency in charge of it.This marks the brand’s return to TV advertising after five-years . Consumer trends have changed, and Kraft did not have any other option but to broaden the sauce’s appeal. This new campaign will return the brand to its historic roots as a classic table sauce.It consists of two TV spots featuring the peculiar habits and tastes of some people.Here is ¨same siders¨spot:

http://youtu.be/-vs_dICP7eA

The brand is also presenting a video on Facebook and YouTube, showing how is breaking up with steak and how “friends” like  fish tacos, crab legs, green beans and more, like its status:

  • PriceRite

This summer, PriceRite will open its first New Jersey store in Garfield, a town where 32 percent of the 31,000 residents are Hispanic (2010 U.S. Census). The store will be owned by Inserra PriceRites, a family business which also owns and operates 22 ShopRite stores in New Jersey and New York. PriceRite stores have traditionally been corporately owned.Like other PriceRites, the 41,000 square foot store will offer a limited number of brands in a no-frills environment. PriceRite says products are priced at about half what they are in traditional supermarkets. PriceRite’s self-service format offers fresh produce delivered daily, packaged meats, baked goods, a variety of private label and national grocery brands and dairy and frozen food products. The Garfield location will feature some of the industry’s leading “green technologies,” including glass doors on dairy cases and energy-efficient lighting and refrigeration throughout the store. PriceRite operates more than 50 locations in the Northeast.

  • Buen Sabor

Buen Sabor has introduced eight ready-made frozen meals oriented around Hispanic cuisine but embodying new flavors and culinary techniques.From carne to frijoles, offerings from the new company contain all-natural ingredients. They include such dishes as Pastelon de Pavo Picante y Lentejas (Spicy Turkey and Lentil Pastelon), a one-dish meal of ripe plantains and turkey picadillo inspired from Puerto Rico and the Dominican Republic. Other new dishes include: “Buen Sabor products offer a convenient way to discover both old and new flavors of Latin American cultures in a way that is exciting for today’s modern, health-conscious consumer,” said Yvette Marquez-Sharpnack, author of “Muy Bueno” cookbook and founder of MuyBuenoCookbook.com. “These unique dishes offer those that crave Latin American cuisine something flavorful and attainable that no other food company has been able to do.” Buen Sabor launched in 2014. It is staffed by what it says are world-class CPG executives from Kashi, PepsiCo, Hain and Pinnacle Foods Group. These executives are working closely with a team of Hispanic chefs to dish up innovative foods. The first eight Buen Sabor products are now available in 32 states in many retail locations nationwide. Plans are in place to rapidly expand retail locations and product offerings.

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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.

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
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  • Capital One

Roger Garcia has been appointed as Hispanic Brand Manager at Capital One. The Mc Lean, VA, headquartered bank is working on a new Hispanic market strategy. Earlier in his career Garcia worked at Multicultural and Hispanic Marketing functions in companies including Miller Coors and Colgate Palmolive.

  • T-Mobile

T-MobileConill in Los Angeles has lost buying responsibilities for T-Mobile and the buying assignment has been consolidated with a Optimedia in Seattle, a Publicis Groupe agency. Hispanicad reports. (Conill (Saatch & Saatchi) is also owned by the Publicis Groupe).  Media buying for MetroPCS, a unit of T-Mobile will continue to be done by Dallas based TruMC. T-Mobile is currently taking on Verizon Wireless in terms of advertising and an LTE network expansion, arguing that Verizon’s ads on network coverage are misleading. The carrier is making that claim in connection with a major LTE net.

  • Sherwin-Williams

Sherwin-Williams announced the launch of its online Spanish platform www.SWLatino.com focusing on Hispanic homeowners, contractors and designers. Sherwin-Williams will feature tips, how-to articles and color information from leading Hispanic bloggers and Sherwin-Williams color experts. The new site, integrated with Sherwin-Williams Facebook and Twitter accounts, will connect Latino paint and color professionals, homeowners and designers with inspiring content in their own voice.”Tapping into the interests of our Hispanic consumers will enable us to more effectively engage with this community and provide content focused on paint products and color insights in a way that will appeal to this growing market,” says Jason Riveiro, multicultural marketing manager, Sherwin-Williams. “We feel that bringing in third-party experts such as Sonia and home and lifestyle bloggers will help round out the content and create an active channel.”

  • Subway 

subwayFor Subway, unlike digital, TV has proven to be still effective for advertising. The company was able to purchase a US$ 4 million slot the Friday before the Super Bowl, after an advertiser dropped out. However, the price the company paid was even lower than the going rate. It was a move that reflected how Subway is facing the challenges of the competitive landscape in the fast-food business and the rise of social media. According to Subway’s Chief Marketing Officer Tony Pace: “Most digital screens are too small to deliver maximum impact. In our business you can see results pretty quickly with television.”

  •  General Mills

g,millsGeneral Mills  will redirect Some TV Money to Target ‘Micro Markets’ via Digital.According to Chief marketing officer, Mark Addicks, the packaged goods company is changing its strategy and moving away from putting all its ad dollars into reaching mass audiences via TV to targeting what he calls ‘micro markets’ where brands can reach specific audience segments such as expectant mothers, or reach new audiences to advertize Betty Crocker as a dessert brand for barbecues.The company will still do mass appeal TV commercials for brands such as Cheerios, but it may also reach different segments of potential Cheerios customers at a lower cost with messages specifically targeted to their needs.

 

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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.

  • Mattel

For the first time Mattel is reaching out to Latinas with a message in Spanish for brands including Barbie, Fisher-Price and Hot Wheels. Previous campaigns were translations of English-language advertising for specific products. Other attempts to reach Latina mothers have included publications that Mattel distributes in doctor’s offices that are meant for pregnant women, the New York Times reports.“When we look across the toy industry, it’s been fairly sluggish for the past couple of years,” said Lisa McKnight, the senior vice president for marketing in North America at Mattel. “When we look at the Hispanic market, they represent about 15 percent of toy sales. If we spoke more directly, more deliberately and more authentically to Latina moms, we could really elevate the business and drive growth.” In order to reach its target audience with an authentic voice, Mattel hired the Axis Agency, a multicultural company that is part of IPG. The campaign is estimated to cost $1.5 million to $2 million. The centerpiece of the campaign, which debutws on Friday, is a television commercial that features a Latino family gearing up for the holidays. The young son, bursting with anticipation, lets his family know that he is waiting for his gifts to arrive. The ad plays on the word estoy by having the song say “ ’Toy esperando,” or “I’m waiting,” and “ ’Toy portandome bien,” or “I’m behaving myself.” The commercial then directs parents to toyfeliz.com, where they can download coupons for brands featured in the campaign that can be used at Walmart.In addition to the 15- and 30-second television spots on Univision networks in Los Angeles, Houston and Miami, 60-second radio ads will air in those markets on Univision-owned stations. Select Walmarts will also carry in-store marketing in Spanish.The campaign is expected to run through early January. Mattel is testing the campaign  in cities with large Latino populations to see how well it did and to conduct quantitative research on Latino consumers. A successful holiday campaign could have lasting implications for Mattel, McKnight said.

  • Fujitsu

FujitsuDentsu Aegis Network’s mcgarrybowen and Carat Enterprise have teamed to win the global Fujitsu creative and media assignment after a review. The agencies have been tasked with building the brand’s profile in markets outside Japan. The new account will be handled out of London.For Dentsu, it’s the second key win this week—its digital shop 360i won the digital assignment for Estee Lauder’s Clinique. For mcgarrybowen London, the win adds to a 14-month streak that also includes account awards from Tassimo, Toblerone, Branston and Honda.

  • General Mills-Pandora

General Mills is partnering with Pandora for the Pandora presents Music series. a The packaged-goods giant is ramping up its music-marketing game for the breakfast shake (Bfast), which takes aim at millennials that skip their morning meal. “Music is a huge part of all people’s lives, particularly young adults,” Betsy Frost, a senior marketing manager at General Mills, told Adweek. “All the consumer brands that have successfully come up in recent years—you’ve discovered them. There are certain channels of discovery, such as social media and friends’ advocacy. But we also think of Pandora as one of those discovery channels.”There’s also a cool social component to the push. An Instagram-enabled photo booth, dubbed Prinstagram, will be at the concert, which is being held on the grounds of Tinsel Town’s Americana at Brand mall. With online and offline viral in mind, attendees will be able to print their Instagram pics using hashtag #PandoraPresents.

  • Fusion partners

Fusion –the news, pop culture and satire network from ABC and Univision– announced the brands that have signed on as launch partners. They include Allstate, AT&T, Darden, Disney Parks, Johnson & Johnson Consumer, Kay Jewelers, Rayovac -division of Spectrum Brands-, Samsung, and Toyota are among the advertisers partnering with Fusion, which launched in millions of homes nationwide on Monday, October 28.

  • NYSE

NYSE in partnership with ImpreMedia’s El Diario La Prensa has introduced “Conozca los Mercados Financieros: Guía Básica Bilingüe”. The objective of the financial guide, in English and Spanish, is to increase the knowledge about the financial markets in the Hispanic community.

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What is content marketing and why is everyone talking about this? These are some of the questions that will be addressed starting Tuesday morning, as a group of brand marketers, publishers and advertisers gather in Miami for the Latin Content Marketing Forum, organized by Portada Magazine, at this city’s Intercontinental Hotel.

Kicking off Tuesday’s agenda was Jennifer Leen Berglund, interactive marketing manager, multicultural marketing at General Mills, who who encouraged the audience to tap into quality, relevant content to associate with their respective brands.

“Content is your new way to market,” said Leen Berglund, who showcased some insights behind Qué Rica Vida, a General Mills initiative that targets Latina moms in the U.S. by providing them with culturally relevant content information and advice with a particular focus on food.

Que Rica Vida recently partnered with Outbrain, which has helped served Que Rica Vida’s links on other sites and high-profile publishers, including People en Español or Univision.com. Also display advertising. “I believe there is a role, but when I try to drive somebody deep into my content, I’ve been more successful with platforms like Outbrain.”

Que Rica Vida has a mobile app, but the company’s focus has been on the relaunch of its website, but Leen Berglund acknowledges a lot of the traffic coming to their site comes from a mobile device.

The results, so far, have been “great,” says Leen Berglund. Traffic to Que Rica Vida in April was 35% higher than prior year; while traffic from organic search is up 350% over August 2012.

General Mills’ Que Rica Vida Key Learnings

• Put away the campaign mentality. Your content has to be on, all the time
• Bilingual is critically important, but presents challenges
• Know your audience: In the case of General Mills, it has learned its audience is mobile heavy and highly visual

 

logo2Dallas-based Daisy Brand is not new in the business of buying Hispanic media. In fact, the family-owned dairy producer has been buying Hispanic television for quite some time. The difference now, says Craig Ziemkiewicz, senior brand manager at Daisy Brand, is that they now know what their TV buy actually delivers. “We are now able to track Hispanic buyers who watch general market TV, so we capture the viewing habits in a more holistic and complete way,” says Ziemkiewicz, who worked in tandem with the Latinum Network to better understand why the Daisy Brand was underserved with the Hispanic consumer and how to change that.

Latinum, says Ziemkiewicz, provided Daisy Brand with research, insights and best practices derived from its network of companies and that, in turn, helped the dairy producer identify strengths and weaknesses of its marketing strategy and understand how it would benefit from a total market approach. “That level of accurately tracking TV spillover watching is not possible with a traditional approach,” Ziemkiewicz explains.

Latinum's Michael Klein
Latinum’s Michael Klein

“Companies used to have a general-market strategy, then, in isolation, an ethnic one. That is expensive and ineffective,” adds Michael Klein (left), co-founder and managing partner of Latinum Network, which last month launched Latinum Total Market, a business solution that aims to help brands tap into “the power of multicultural consumers” through an integrated approach.

Using a total approach only makes more sense when looking at the numbers behind the so-called multicultural market, which represents over 50% of the total market and is becoming the greatest growth opportunity for brands. What’s more, multicultural consumers represent over 70% of total spending increases in the U.S. over the past 10 years. “We need a strategy to market to a multicultural nation, rather than just a Hispanic one or an African-American one,” says Klein.

Among the brands already embracing this approach, says Klein, are several blue chip marketers, including P&G, General Mills and McDonald’s, but also smaller players like the NBA, which he says has been very progressive in its approach to cater to the bicultural, bilingual Latino, using an add featuring an English-speaking Latino on mainstream television, for example, to capture the non-Spanish dominant Latino basketball fan.

While Latinum does not analyze before-versus-after data, Klein says clients are reporting “great ROI response,”  from embracing a total market approach. Does this means ethnic agencies will soon be a thing of the past? “Not at all,” he says. “Brands need to look at the overall market, but then develop a brand strategy that looks at the whole complexity of the market.”