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What: At a breakfast hosted by CNN en Español and Portada in New York this week, marketers discussed how sports draws the Latino audience.
Why it matters: The impact brands can have in sports is strong and still growing, in soccer in particular, especially with World Cup just weeks away.

The message that sports deliver to the Latin demographic was made pretty clear Tuesday morning at The Lamb’s Club, when CNN en Español (@CNNEEand Portada hosted a special breakfast to talk about the challenges and opportunities in Multicultural Marketing. The packed room listened to a spirited debate about the impact brands can, or aren’t having in the Spanish speaking community and the steps measurement and engagement are taking to continue to create opportunities with outlets like CNN en Español, the largest Spanish-language platform in the country and perhaps the most impactful in North America to penetrate the Spanish language consumer.

Away from that, the topic of sports continued to assert itself, as an engagement point across cultures, languages and all barriers. “When looking for where to spend, we go to where people are engaged, and many times that engagement is in sports,” said Manny Gonzalez, Senior Director-Multicultural at Moët Hennessy USA (@MoetHennessy). “In many cases our consumers are led less by language and more by lifestyle, so that makes sports a key part of our marketing. Sports crosses all barriers and gives consumers a common ground to share stories and storytelling is key to building a brand.”

While the numbers across all platforms are encouraging for those looking to engage the Latino audience, the question of accurate and targeted measurement is still in flux.

That common experience in sports, especially for Latinos, continues to be in soccer. “The Beautiful Game,” as we head toward the World Cup, remains the fastest-growing sport for viewing and for grassroots engagement in North America, a fact that is not lost on marketers who have grown up experiencing a multicultural environment.

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“When you look at the numbers and see that 93 percent of Liga MX fans don’t watch the NBA, and 74 percent don’t watch the NFL, it tells you a lot about the power of soccer and how important it is to engage with the Latino fan in the U.S.,’ added Nelson Pinero, Senior Digital Director, Senior Partner at GroupM. “That is a really powerful look at how valuable not just sports, but soccer is, to brand engagement in the Latino community.”

How this translates to brand spends is still up for some debate. While the numbers across all platforms are encouraging for those looking to engage the Latino audience, the question of accurate and targeted measurement is still in flux. CNN en Español’s recent expanded partnership with Nielsen (@Nielsenwill help ease those questions and should bring more brands into the mix for the platform, and for those working in sports marketing, the purchase of Spanish language or sports that tread heavily in Latino culture should benefit from bigger numbers and better engagement as we head toward World Cup, and a key sport like soccer continues to be a big factor in the mind of the consumer.

No matter what the language, sports continues to be key.

Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!

It’s almost here! This week,  Portada Miami in the Hotel EAST on April 18 and 19 will provide a unique setting where Innovators and Brand Leaders will take the stage to discuss what is next for Latin Markets in the U.S. and Latin America. Topics major brand marketers and innovators will discuss include Voice-Based Technology, Gamers and Gambling, Attribution Models for Digital Media Agencies, App Marketing and much more. Register now here!

Innovators and Brand Leaders attending Portada Miami are members of Portada’s powerful Council System of Brand Marketers and Agency Execs. Other innovators and major players participating in Portada Miami include:

Chris Dougan, Head of North America Communications, Genius Sports
Ben Spoont, Founder & CEO, Team Misfits (Leads Miami Heat’s eSports strategy)
Jill Leccia, Senior Marketing Director, Gatorade Latin America
Ricardo Arias-Nath, CMO, PepsiCo Latin America
Many more to be announced soon!

To ready the discussion for Portada Miami, Portada’s Head of Content Janet Grynberg wrote the article below on 5 Drivers of Latin American Marketing in 2018.

1. GDP is Growing at a Strong Pace

Cristian Figoli, Amnet Argentina, Dentsu Aegis

Marketers and economists agree that there are unequivocal signs of recovery in several Latin American economies. For Cristian Figoli, head of Amnet Argentina, “the signs are definitely there, especially tied to higher investments and bets from global companies in the region”. Companies have their eye on Latin American countries because, as Focus Economics explains, the economy in these regions is accelerating at a great pace: the strongest recoveries are expected in Argentina thanks to various reform efforts and a healthy global backdrop, and Brazil is expected to benefit from lower interest rates and a recovering labor market.

 

The LatinFocus Consensus analysts see regional GDP growing 2.4% in 2018. In 2019, growth is seen rising modestly to 2.7%. According to Cynthia Evans, director of insights at Group M Latin America, the signs are hard to miss: “GDP is stable, advertisers are planning with a slight uptick in budgets, and currencies are more stable.”

2. Digital Growth Will Continue to Influence Marketing

Iván Marchant, VP at ComScore Mexico, Colombia, and Peru

A big sign of recovery, according to Iván Marchant, VP at ComScore Mexico, Peru and Colombia, is the growth of the digital industry: “We can see growth not only in the audiences on the internet but in the usage of different devices,” explains Marchant. “Every day people are using more and more mobile devices. In terms of advertising, investments in digital are also rising. In almost all countries in the region, the growth in digital advertising is around 10 times the growth of their national GDP.”

 

When things change, the opportunity to improve communication is larger.

 

Digital transformation is moving really fast, which should mean something for marketing and media services. For Marchant, “When things change, the opportunity to improve communication is larger.” According to Amnet’s Cristian Figoli, “stronger economies are developing technology to improve marketing services, which is beneficial for the full marketing ecosystem.”

 

3. How to Prepare for Political Risks

The main threat to economic balance in Latin America in 2018 will be the unstable political environment. The presidential elections in Costa Rica, Cuba, Paraguay, Brasil, Mexico, Chile, Peru, and Colombia mean that about 80% of the population in Latin America will be choosing new rulers this year, which makes investors wearier.

Cynthia Evans, Director of Insights at Group M

Other reforms, such as renegotiations of Free Trade Agreements, as well as energetic reforms, rend it necessary for marketers to prepare for possible unforeseen risks. Group M’s Cynthia Evans strongly recommends to “Hold some budget for opportunities and plan around presidential election or World Cup events, when the consumer’s attention is diverted.” And as ComScore Iván Marchant points out, “A lot of the advertising investments will be moving towards the government category; this year the demand for marketing services will benefit from this environment.”

4. Which Marketing Services Will Prevail?

In 2017, we saw digital spaces gain more importance than ever, and so we should expect digital to continue growing in 2018. As Iván Marchant explains, “[Mobile] devices will be leading the efforts from all marketers and media devices. Automation services like programmatic media selling/buying will be also consolidating its pace in the market.”

As digital needs evolve, we’ll see that certain marketing services are in demand. In particular, we should keep an eye on “measurement, ROI, and performance, including viewability, transparency, and proof of performance,” says Cynthia Evans. “Trading and negotiation is a strong thread especially as digital business models evolve.”

5. 3 Lessons From 2017 to Apply in 2018

For Cristian Figoli, the most valuable lesson is that we are in a moment of transformation and innovation. “People live digital lives and expect more from brands,” he asserts. “They expect to engage and transact with just a click, and companies need to adjust to this new paradigm to emerge on top.”

 

However, the path that marketers have been following so far has brought them success. According to Cynthia Evans, it’s all a matter of “Continuing building multi-platform, multi-media, multi-country synergies, integrating media, and synchronizing [the right] measures and language.”

Finally, Iván Marchant’s advice has to do with brand safety. “We saw a big number of brands whose advertising was displayed in contexts that were not appropriate,” he points out. “Now technology allows us to take care of the brand’s value by avoiding to display advertising in the wrong context.” The signs of recovery are clearly there; it is up to  brands and marketers in general to make the most of them.

 

What? Pharmaceutical giant GSK is splitting most of its global media planning and buying account between Group M and Omnicom Media Group (PHD).
Why it matters: GSK invests over US $1.5 billion annually in advertising.

After a review, GlaxoSmithKline announced that most of its global media business will go to units of GroupM and Omnicom Media Group.

According to Campaign, OMG agency PHD has retained the estimated £890 million (approximately US$ 1.3 billion) U.S. business and will also run the Canadian and West African markets. GroupM agencies will manage the rest of the world, with MediaCom expected to retain the £60 million (US $95 million) UK account. Dentsu, on the other hand, will manage media buying in Japan.

“This decision ends GlaxoSmithKline’s relationship with Publicis Groupe’s Starcom and Dentsu’s Carat, which previously worked on the business alongside PHD and Group M.”

Sam Singh, VP of Global Media at GlaxoSmithKline, said that with this move, the company intends to attain “simplicity and speedier deployment of best practices”.

 

What? Pharmaceutical giant GSK is splitting most of  its global media planning and buying account between Group M and Omnicom Media Group (PHD).
Why it matters: GSK invests over US $1.5 billion annually in advertising.

After a review, GlaxoSmithKline announced that most of its global media business will go to units of GroupM and Omnicom Media Group.

According to Campaign, OMG agency PHD has retained the estimated £890 million (approximately US$ 1.3 billion) U.S. business and will also run the Canadian and West African markets. GroupM agencies will manage the rest of the world, with MediaCom expected to retain the £60 million (US $95 million) UK account. Dentsu, on the other hand, will manage media buying in Japan.

“This decision ends GlaxoSmithKline’s relationship with Publicis Groupe’s Starcom and Dentsu’s Carat, which previously worked on the business alongside PHD and Group M.”

Sam Singh, VP of Global Media at GlaxoSmithKline, said that with this move, the company intends to attain “simplicity and speedier deployment of best practices”.

 

Join us at PORTADA Mexico!

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.

 

    •  Wal-Mart 
      Wal-Mart Seeks Content From Marketers as Part of ‘Print Plus’ Initiative. The retail giant wants brands to supply content, such as recipes and how-to videos, to use in its 80-million-circulation weekly circular. Smartphone users will see the content as they move their phones over the print ads. While some retailers like Safeway have said they may eliminate print circulars, Wal-Mart is still bullish on them. This new initiative will save Wal-Mart money by giving it free content, but it will also benefit marketers with mass print exposure.

 

    •  Experian-OMD
      Experian, the company that markets various credit-analysis products has replaced Ocean Media on the buying side and The Martin Agency, which handled media planning, Ad Age reports. Martin will still handle creative. Ocean Media did not participate in the review, but other media agencies pitching included Starcom, MEC and Horizon Media. This is a sizable media account, with about US $385 million spent on advertising in 2012.

 

    • J.C. Penney
      The retailer will reverse Ron Johnson’s strategy strategy of reducing discounts and put coupon advertising in newspapers again, William Ackman, the activist investor who recruited the ousted chief executive, said last week. Johnson, who was replaced by Myron E. Ullman III on April 8, implemented a pricing strategy that eliminated almost all of the company’s discounts and promotions in favor of everyday low prices. Shoppers shunned the department store chain, and sales sank 25 percent last year.

 

    •  Frozen Food Institute-Roundtable
      The American Frozen Food Institute and the Frozen Food Roundtable, a coalition of freezer-case heavyweights including ConAgra, General Mills, H.J. Heinz, Kellog Co. and Nestlé USA, along with retail behemoth Wal-Mart are pooling their might to launch a campaign that could reach up to US $50 million in spending, AdAge reports.  McCann Erickson is tipped to win the agency review for the push, whose goal is to warm consumers to the frozen-food aisle. The frozen-food players began early this year to build the skeleton of a multi-million-dollar campaign to target baby-boomer, millennial and Hispanic shoppers.

 

    • Mayo Clinic
      The Mayo Clinic has Launched a Spanish-Language Outreach Campaign. Every year, thousands of Spanish-speaking patients travel to the Minnesota-based nonprofit clinic from all over the world for cutting-edge treatment and Mayo has launched a new storytelling campaign to better connect with them. Historias Mayo is a series of Spanish-language video stories about Latino patients and doctors. It’s meant to inform people that Mayo is open to patients from all over the world, regardless of income or language, and that there are doctors and services available in Spanish. The videos feature both unknown figures as well as famous faces, like Mexican race car driver Adrián Fernandez and Venezuelan fencing champion Carmen Militza Perez, who is now a doctor at Mayo.

 

    • Integrated Multicultural Media Solutions
      Longtime media entrepreneur Pluria Marshall Jr. has launched a newly expanded media planning and buying firm that will execute advertising buys across all media – digital, radio, television, newspapers and magazines, officials announced today. The privately owned company, Integrated Multicultural Media Solutions (IMMSD)  now becomes the nation’s only certified, full-service African-American media management company, Marshall said, uniquely positioned to serve the broader needs of advertisers and agencies. “Too often, media agencies lack meaningful knowledge about how to effectively reach consumers in diverse communities – especially black communities,’’ said Marshall, president and chief executive of IMMS. “That’s not a mistake you can afford to make with a black consumer base that’s expected to spend more than $1 trillion on goods and services in the U.S. this year,” he added. Founded in 2012, IMMS is an ideal strategic partner for any advertiser or agency seeking experts in multicultural media planning and buying, Marshall said. Media expert Randy Novak, a top executive at Geomentum/NSA – the nation’s largest hyperlocal media and marketing agency – said the experts at IMMS do what needs to be done to service client needs.
    •  

    • Aflac
      Aflac, the supplemental insurance company in the United States, introduced its latest Spanish language television commercial, Physical Therapy. The funny and informative ad debuts today Monday, April 15, on local Telemundo, Univision, Telefutura and Estrella TV stations in Miami, New York, Los Angeles, Houston, San Francisco andOrlando. It will also air on two television networks in Puerto Rico and on radio stations in all of these same markets. This integrated campaign also reminds consumers to visit Aflac’s latest innovation called the Real Cost Calculator, which provides valuable information to help policyholders and potential policyholders understand the out-of-pocket medical and household costs associated with an individual or family member who is injured or diagnosed with an illness. This innovative tool is being unveiled en Espanol for the first time at Aflac.com/costoreal. “In any language, Physical Therapy sends a very serious but entertaining message about how our policies can help people focus on recovery rather than worry about finances when a medical setback occurs,” said Aflac Executive Vice President, Chief Marketing and Sales Officer, Michael Zuna. 
    •  

    • Group M
      GroupM has created a new unit designed to help beef up the operation’s multicultural offering. It will be led by Gonzalo Del Fa, currently managing director of MEC Bravo, the Hispanic specialist unit at GroupM media shop MEC.
       

      GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

      Learn more about the enormous role Online Video can play in the Latin (Latin America and U.S. Hispanic) marketing space. Book now for our Latin Online Video Forum, a required event for any marketing professional.