LATCOM has named Nelson Peña as its Vice President, North America to lead Business Development efforts based in New York City. Peña most recently served as Director of Business Development at NBC Universal.
Daniel Cohen left MP&Silva to lead sports marketing and entertainment agencyOctagon’s media rights arm. Cohen has joined the agency as senior vice president of media rights consulting. He will be based in New York and report to the agency’s chief strategy officer Simon Wardle. Most recently, Cohen served as MP & Silva’s senior vice president of Americas.
Bernardo Rodriguez has been named to the newly created position of Chief Digital Officer at J.D. Power, the global leader in consumer data & analytics and advisory services. Rodriguez will be responsible for advancing J.D. Power’s digital transformation with responsibility for new product development, branding, marketing and mergers and acquisitions. He will report directly to Finbarr O’Neill, Chief Executive Officer and President. Rodriguez joins J.D. Power from Huge, the global full-service digital agency, where he served as Managing Director of Strategy.
Robin Steinberg is leaving her role as executive VP of publishing and digital director of investment and activation at Publicis Groupe’s media agency Spark Foundry.She has been with MediaVest, which recently merged with Spark to form Spark Foundry, for 13 years. Prior to that she was VP and director of print services at media agency Carat. There is no word yet on her future plans. Spark Foundry declined to say whether the position will be directly filled or absorbed into something else.
WPP digital agency Mirum has hired John Bruning as its new technical director. Bruning will oversee all tech teams on the company’s Mazda America account, meaning he will work across both Mirum and Garage Team Mazda, the Costa Mesa-based agency established in 2010 and dedicated to the client. He spent a good bit of time overseeing the Mazda account at Hearst agency iCrossing. He will replace Sasha Pfandt. Earlier this year, Garage Team Mazda hired Erich Funke as its new chief creative officer replacing Harvey Marco.
iCrossing has appointed Jacob Davis head of audience planning. Davis will report to president of media services, Mike Racic. Prior to iCrossing, David was Director, Digital Acquisition at Hilton Worldwide, where he led the paid search and affiliate teams to maximize revenue and ROI.
Kent Rees has been named to the newly created position of chief marketing officer at the CBS-Lionsgate-owned cable network Pop. He was most recently executive VP and general manager of cable network Pivot and also oversaw the rebranding of IFC
Telemundo 47 New York / WNJU announced the addition of weather anchor Tairy Ynoa to the station’s La Autoridad en El Tiempo (Weather Authority) team.Her on-air debut is scheduled for August 14. A native of Queens, Ynoa comes to Telemundo 47 following two years with both NY1 and NY 1 Noticias, where she delivered weather and traffic updates. She holds a bachelor’s degree in Media Communications from Queens College.
Rebekah Audic has been appointed global head of marketing for in-video advertising company Mirriad. She will oversee marketing across Mirriad’s global businesses. Audic comes from video content agency LoveLive and Getty Images.
Minneapolis agency Riley Hayes hired Karen Schultz, formerly of Clarity Coverdale Fury, as its new director of marketing.
Guillermo Abud has been appointed VP Business Development – US Hispanic, LATAM & Spain at OpenSlate Data.
OpenSlate (formerly Outrigger Media) is a social video analytics company focused on the role of content in brand advertising performance.
Previously, Abud worked as Head of Global Business and Programmatic at Batanga (now VIX). Prior to Batanga, he spent 4 years as VP Digital Director & Head of Programmatic MC of Publicis Media. In that Role, he was responsible for the multicultural digital strategy, which included media planning and buying for Fortune 500 brands across various industries such as Kraft, Mondelez, Post Foods, Heineken, Walmart, MasterCard, Sprint, Comcast, Wendy’s, American Honda, among many others.
After losing several major accounts in the U.S. including Walmart, Publicis agencies (which include Starcom Media Vest, Zenith Optimedia and Spark) are in the midst of a major reorganization which includes changing responsibilities for their leading executives. The reorganization includes key positions in the media buying units targeting the multicultural/U.S. Hispanic market.
Monica Gadsby, who until recently led Starcom throughout the Americas, has just been appointed Chief Executive Officer of Publicis One in Latin America. Publicis One is the global communications enterprise that unites all Publicis Groupe agency brands’ capabilities and expertise under one roof in about 50 countries (excluding the U.S.).
A spokesperson at Publicis tells Portada that “multicultural structures within Publicis Media in the US are being finalized and will be announced soon.” What we do know for now is that Tim Jones, Regional CEO for the Americas of Publicis Media, is also overseeing multicultural markets.
In addition, it also was recently announced that there will now be four conglomerates operated byStarcom, Zenith, Mediavest Spark and Optimedia Blue 449, which will continue to deliver advertising services to its clients around the world. This means that Optimedia is merging with Blue 449 and Mediavest with Spark.
Alexandre Jordao has been named to the newly created position of Chief Revenue Officer, Batanga Media. Jordao will be relocating from Sao Paulo (Brazil) to Miami.
Guillermo Abud joins Batanga Media as the Head of Global Business Development. Abud was previously was previously VP Digital Director, Head of Programmatic for Multicultural & Mediavest 42° Digital at Starcom MediaVest Group.
Michael Houston has been promoted to global president of Grey Group, after most recently serving as North America CEO. He will continue to oversee North America operations, but will add responsibility for Latin America, Asia-Pacific and Europe and the Middle East. Houston has been with Grey since 2007 and has also served as chief operating officer of Grey New York.
MullenLowe Profero, the digital arm of MullenLowe Group, has appointed Eric Andrade as head of delivery, Americas. Prior to MullenLowe Profero, Andrade was Executive Director, Operations at The Barbarian Group.
iWedia, a provider of software solutions for TV devices to service operators and Consumer Electronics manufacturers, has announced the appointment of Claudio Lessa as Director of Business Development Americas to drive the growth of the company in the Latin America region. Located in Sao Paulo, Brazil, Claudio Lessa has accumulated 15+ years experience providing software solutions and associated services to the LATAM digital TV market. More recently, he led the initiative of Brazilian ISP Arganet in their digitization in ISDB-Tb (Brazilian Digital Television System), and advised a group of ISPs in Brazil.
Young & Rubicam Argentina has appointed Pablo Maldonado and Ezequiel Orlandi to become the new creative duo. They’ve both worked for agencies like Publicis, JWT, Lowe, DDB Mexico, Grupo Gallegos and LatinWorks, where they carried out projects for brands such as Heineken, Ford, Nestle, HSBC, Got milk ?, Reebok, Unilever, Bud Light and Carrefour, among others.
Nestor Leal has been appointed managing director for iCrossing Chile.The executive joins the team to position the agency as a leader in delivering meaningful user experiences and measurable business results. iCrossing has global clients such as Coca-Cola, Kellogg’s, LG, BMW, DirectTV and Avon, among others. Leal was Interactive digital director at BBDO Chile for four years.
Emiliano Galván and Victoria Cole are the new Vicepresidents at Wunderman Buenos Aires. Luciano Landajo joins the agency as the new General Account Director.
Prior to being promoted to Vice President, Victoria Cole served as General Accounts Director of the agency.
Emiliano Galván returns to Wunderman after having worked at Mercado Libre, where he served as Manager of Corporate Marketing.
In the past two years , Luciano Landajo served as Director of Circus and previously, he worked for agencies like Madre, Ponce and Santo Buenos Aires.
Isobar Brazil has announced the appointment of Alexandre Santos as vice president of technology and operations. Santos had been part of Isobar, serving as technology & project manager. Santos will work for a portfolio that includes clients like SKY, Fiat, Jeep, Whirlpool and Nivea, among others. In his new role, he will report to directly to Chueri.
Diego Livachoff is the new creative vice president of J. Walter Thompson Peru. Based in Buenos Aires, Livachoff was serving as DC for McCann’s regional hub.
What: Multicultural and Latin American digital publisher Batanga Media named Guillermo Abud as Head of Global Business & Programmatic and Alexandre Jordao as CRO. Both are newly created positions. Why it Matters: The appointments of the two executives support the company’s growth and expanding client demand. They also reflect Batanga’s strategy of developing branded content programs and programmatic partnerships.
Multicultural and Latin American digital publisher Batanga Media announced the appointment of two executives in order to support the company’s growth and expanding client demand: Guillermo Abud and Alexandre Jordao. By hiring Guillermo Abud as Head of Global Business & Programmatic, and until recently VP Digital Director, Mediavest 42°, Batanga Media taps into a seasoned executive with strong brand and agency contacts. Abud tells Portada that in “the past nine years at Starcom Mediavest Group in Latin America and U.S. Multicultural, I’ve gained extensive experience building strategies, planning and buying, as well as developing partnerships alongside some of the most talented professionals in the industry. Most recently, at the helm of the creation and implementation of a very unique Multicultural programmatic solution built on talent, content/inventory and data, I believe that I can play a key role providing Batanga Media’s clients with valuable expertise and partnership.” One area Abud will concentrate on is the development of programmatic trading partnerships. Abud notes that “Batanga Media is already conducting business with the main agencies and advertisers in the U.S. and Latin America, but I think that the main programmatic opportunities lie within Batanga Media’s 1st Party Premium Data, Native and branded content capabilities. It’s well known that it’s hard to find premium/high quality Hispanic and Latin American video, that’s why I think that Batanga is unique since we have the ability to create unique Data deals, marry it with great custom content -Text, Video or Native- to then promote it within our O&O properties or even extend buys across the web delivering results.”
Growth Opportunities in Video and Native
Abud sees the largest opportunities in the growth of Video and Native. “Video and Native are the main growth areas in Latin America and for the U.S. Hispanic markets, however Native is an untapped opportunity that only few can leverage. Batanga Media’s owned and operated properties have 95 million users, that’s a lot of eyeballs that are interesting to most agencies and advertisers. In addition, Batanga Media’s amazing content production capabilities can be applied to programmatic.”
Video and Native are an untapped Opportunity that only few can leverage.
Jordao, CRO Leading Global Sales
Alexandre Jordao has been named to the newly created position of Chief Revenue Officer, Batanga Media. “I will be based in Miami, overseeing all of our clients, including Brazil, Argentina, Mexico, Pan Regional and U.S. clients. We have a sales director or VP of sales in each of these markets that will report directly into me”, Jordao tells Portada. Previously, Jordao was Vice President of Sales for Latin America and Brazil at Batanga Media, based out of Sao Paulo. Guillermo Abud will report to Jordao.
An important focus area for Jordao will be the development of branded content partnership. He notes that ” since 2015 we have developed branded content for over 65 brands in the U.S., Latin America and Brazil, all of which are leveraged socially. In Latin America we have developed branded campaigns for brands such as Mac and L’Oréal cosmetics, Citi Cards, Nesquik, Samsung and Glade, among others. In the U.S. we have worked with several of the General Mills brands such as Betty Crocker and Pillsbury, Extra Gum, Mazola, Toyota, and Carefree.”
In 2015, Batanga Media’s owned and operated properties, Batanga.com, iMujer.com and BolsadeMulher.com grew over 110%, and now reach over 90 million unique visitors every month. Additionally, the properties’ social media footprint now includes over 26 million fans and subscribers, which consume and share content across platforms such as Facebook, Twitter and You Tube.
With Copa America under way for the fifth day today, the soccer marketing world is looking down to Chile where the tournament is being played from June 11 to July 4. The key sponsors, lessons learned at the last World Cup and the expectations for Copa Centenario to be played next year in the U.S. Read all the answers below!
Copa America typically draws substantial viewership numbers among U.S. Hispanics and while it is the South American teams (Brazil, Argentina, Uruguay etc.) memento to shine, Mexico is also participating. TV Rights holder BeInSports has been able to line up major U.S. sponsors including AT&T, Chrysler, VW, T-Mobile, Boost Mobile, Metro PCS, Hublot, Costamar, Curaçao, Miller Coors, Redds, Hennessey and Delta Airlines. The main sponsorship levels include full multiplatform integrations of “10+ hours of Copa America content per day for 21 days into our brand studio sets in Miami and Chile with new graphics,” a spokesperson at BeInSports tells Portada. While sponsor participation has been substantial it has not been of interest to all clients. E.g. agency executives , like Lisa Torres at Zenith Optimedia notes that “Unfortunately due to our NDA with Verizon I cannot comment on their activity.”
Compared to last year’s World Cup, Copa America draws less of an audience for obvious reasons: Guillermo Abud, VP Digital Director, Head of Programmatic for Multicultural & Mediavest, tells Portada that “the World Cup is an event that has massive global appeal and allows casual viewers from all parts of the world to become involved due to the scale of the tournament. Similar to the Olympics, people who otherwise would not watch a soccer game become filled with patriotism and pride for their county and cheer them on. Copa America brings a more focused viewer that has a passion for the sport as the overall importance of the tournament is not as widely known or understood. The tournament should also bring in a more concentrated amount of Hispanic viewers due to the countries that are participating are predominantly Spanish speaking nations.”
Copa America brings a more focused viewer that has a passion for the sport.
Nonetheless, digital and print media properties have been able to sell into Copa America. Federico Grinbergg, Co-Founder & CEO of Latin American and U.S. Hispanic network of websites Futbol Sites tells Portada that for the U.S. Hispanic market, the only advertiser that made a campaign specifically focusing on Copa America 2015 was DishLatino alongside BeIn Sports, giving the fact that the channel has the rights to transmission Copa America in the United States. Grinberg tells Portada that “most campaigns contain five pillars that we recommend to our customers strategically: Rich Media, Video, Mobile, Social Media and Content. There are no longer campaigns with simple traditional banners. Today we have to think alongside the brands and agencies to develop content for the brands, associate them with communications and social media actions and formats with real impact, ads that cannot be advertise through programmatic buying.”
Lessons from the last World Cup: Live Streaming and Social Media…
Marketers have the opportunity to apply lessons learned at last year’s Soccer World Cup in Brazil to their Copa America campaigns. What where those lessons? MediaVest’s Abud notes that “One of the recurring themes during the 2014 World Cup was how important of a role digital played in the tournament, specifically within live streaming and social media. The growth that Univision experienced from 2010 was remarkable, especially when looking at the number of live streams and time spent. People are looking to consume games across platforms and devices in greater numbers than ever. Social media has become an integral part of live events and sports is no exception. There is a tribal element to being a sports fan and social media provides that outlet to share your feelings or to keep tabs on what people are saying about what you are watching. The community that you foster through social media enhances the viewing experience and brings an added level engagement to the game.” Futbol Sites’ Greenberg thinks that one of the main lessons of the World Cup is “the use of video, and the commitment to the fan, the fact that they are generating relevant content, close and personal to the fan of each country.”
There is a tribal element to being a sports fan and social media provides that outlet to share your feelings or to keep tabs on what people are saying.
Expectations for next Year’s Copa Centenario in the U.S.
This year’s Copa America in Chile is also the prelude to Copa America Centenario next year and to be played in the United States. Copa Centenario is a celebration of the centenary of CONMEBOL and Copa América, and is to be the first Copa América hosted outside of South America. MediaVest’s Guillermo Abud notes that “Copa America Centenario is an intriguing opportunity for advertisers. The games will air in prime on the Univision family of networks and take place within the United States which allows for large video audiences. Clients that have historically struggled to identify how to best activate locally during International tournaments that take place abroad will have the ability to do so with ease. Mexico will be involved in consecutive years but this time their biggest rival, the United States, will be included as well. However advertisers should be cognizant of the circumstances surrounding the tournament and the ongoing situation involving FIFA and the United States government as authorities from both CONCACAF and CONMEBOL have expressed concern on the tournament taking place.”
Clients that have historically struggled to identify how to best activate locally during International tournaments that take place abroad will have the ability to do so with ease.
According to Futbol Sites’ Grinberg, while there is still more than a year for Copa Centenario to take place, “I think the interest will be huge, it will be a “small world cup”, there will be thousands of Latin Americans traveling to follow their teams, as well as traveling around US. I think what has happened with the FIFA scandal has badly damaged the reputation of the tournament. The confederations are required to do a great job to recover the image, beyond that nothing changes for the fan, the fanaticism continues and the fan will expect their favorite brands to be there and support their passion.”
#Portada 14 attendees were very interested in a panel about programmatic media that was presented by Yahoo! Programmatic Media Buying which concentrates on buying audiences, rather than inventories, on a real time basis through electronically connected exchanges, is expected to surpass 50% of the digital display buying volume in the general market this year. Is this also the case for the Hispanic market?
Gina Mistro, National Account Director US Hispanic at Yahoo!, Karina Dobarro, VP Managing Director Multicultural Brand Strategy at Horizon Media and Guillermo Abud, VP Digital Director at MediaVest-MV42 Multicultural, provided answers to the above and other questions. The panelists agreed that as brands expand into programmatic buying in the general market, they also do so for the Hispanic segment. This is definitely what Horizon Media’s Karina Dobarro who buys media for brands including Burger King, Vonage, Capital One, is seeing.
MV42’s Guillermo Abud noted that “although receding, the main challenges for programmatic media buying’s progression in the U.S. Hispanic market are a relative lack of education in the Media and Marketing community abut the ins and outs of programmatic buying; lack of transparency; and difficulties in determining whether a targeted consumer is really Hispanic. Another relative obstacle, that if surpassed could make programmatic buys more efficient is that, according to Abud, “Very few brand marketers share their data. Maybe between 5% and 10%.”
Yahoo’s Gina Mistro said that the expansion of programmatic buying implies a changing role going forward for both media sales and agency executives. Media sales representatives will evolve more into a consulting and post-campaign analysis role. While Agency executives will establish the parameters they provide to the media buying desks, and be less involved in the administrative aspects of the media buy.
Very few brand marketers share their data. Maybe between 5% and 10%.
What will be the next trend in programmatic media?
According to MV42’s Abud it will be “Addressable TV”. Adressable TV technologies allow advertisers to selectively segment TV audiences through cable, satellite and Internet Protocol television (IPTV) delivery systems and set-top boxes (STBs). This enables marketers to serve different ads or ad pods (groups of ads) within a common program or navigation screen. Segmentation can occur at geographic, demographic, behavioral and (in some cases) self-selected individual household levels.
JUAN CHOUZA sends “fruits” to his clients and prospects. He notes that fruits always come across as a nice and attention grabbing gift. To prove his point, Chouza, a Digital Sales Executive at ImpreMedia in New York, sent Portada’s publisher Marcos Baer a bouquet full of delightful fresh fruits from Edible Arrangements. It’s the Holiday time, the time when people give gifts to family, friends and business partners. Portada’s editorial team thought that it would be timely to do a survey about gifts in the Latin Advertising and Media Industry. So we asked major client, agency and media executives what is the best present they ever received and which one was the most weird or awkward. The results of our survey may take the guess work out of your gift-giving.
FABIAN CASTRO, VP Multicultural Marketing, Universal Pictures “The nicest present(s) that I’ve received continue to be the Talavera décor items from Puebla Mexico that we get every holiday from Lopez Negrete. So far, I’ve received a tiled pitcher and decorative plate that I keep on my office’s coffee table. It is a clever and beautiful way of sharing Hispanic craftsmanship that one would be proud to display in an office.” “The weirdest present I’ve received is a package that simply had one pencil with the company’s name on it. No note, no explanation. And the kicker was that the pencil’s tip was broken.”
COURT STROUD, Director of Sales, V-Me Media “Very early in my career I sent some cupcakes to a prospect who hadn’t been returning my calls. On top of the box, I glued an old sneaker ‘in order to get my foot in the door’. So corny and I took a lot of ribbing from the buyer -But I did get a call and I did get the meeting.”
FELIX PALAU, VP of Marketing, Tecate Equity “An acoustic guitar from Premios TecateTexas.” “A gift box that was empty. I’m sure who ever packed it made a mistake, but what was weird was figuring out how to say thank you for your… gift.”
GUILLERMO ABUD, VP Digital Director , MV42 MediaVest “A basket with Mexican tamales with a Mariachi hat.” “A pen from the competitor of the company who sent the Tamales. I guess it falls in the joke category and not necessary weirdest.” MIKE FOLEY, Brand Manager U.S. Hispanic and Export, Post Foods “I am not able to accept presents from vendors. To me, it’s more valuable to have their trust, partnership and thought leadership. That is truly invaluable.”
STEPHANIE DA COSTA, Media Director, Wing “Trips are always great! A few years ago I got invited to a women’s only spa/golf weekend at Amelia Island. It was in an effort to help women learn to play golf since its common for men to make deals on the course. Not only was being invited to a trip great, but the premise of the trip was really unique.”“I don’t have any weird presents that I ” remember – so I think that’s a good thing! I do remember thinking that my team was sent dog cookies because of the name of the cookie company! It was difficult to convince our team otherwise and actually enjoy the cookies. They were delicious!”
EMMA VÉLEZ LÓPEZ,Director of Advertising U.S. Hispanics, DIRECTV “Some of the nicest presents I got, was when I received flowers as thank you for a project. I always think that flowers are a simple, yet beautiful gesture. It brightens the office, immediately makes me smile and all my colleagues. And it keeps everyone guessing on what was the special occasion! Love it! “ “Maybe I have blocked my memory from any weird gifts, but I do not recall receiving a very weird present. I have gotten food items that I simply did not like the taste, but those were presents that we I still enjoyed getting.”
ULISES VÁZQUEZ, CEO, Matomy México “We provide solar flowers as our gift. This is a really compelling gift which is in line with our image of an innovative company.”
STACEY ABREU, Associate Media Director,MindShare “I received wonderful congratulatory well wishes from the vendor community when I had my son; this meant a lot to me.”
CARMEN TORRES, Media Supervisor, 22Squared “A Swiss Army laptop bag.” “A napkin with a company logo.”
Will Hispanic Advertising grow in 2013 and if so how? Portada asked eight major clients and media executives at advertising agencies. Most see strong growth in mobile, digital (particularly online video). Regarding audiences, there is a strong interest in reaching out to the bilingual/bicultural Hispanic. SoLoM0 (Social, Local and Mobile) is seen as one of the main trends building up in 2013 and throughout the rest of the decade. The emphasis on digital media should not hide that the main dollars will likely continue to be going towards broadcast media. As Post Food’s Mike Foley summarizes:”We have a strategic mix of traditional and exploratory media. We will not be walking away from our levels of TV, radio and Branded Integrations with all of the top Hispanic networks”. More insights and details below. (Next week we will be reviewing the main challenges coming up in 2013 as seen by these major executives).
Stacey Abreu, Associate Media Director, MindShare (together with Yvette DelValle, Associate Media Director Mindshare) “For media types, it is digital and mobile. Both are extremely important contact points, as the Hispanic community over indexes on all digital and mobile activities more than any other segment (e.g. general market, AA). The Hispanic population is also younger vs. the general market making them more inclined to be tech savvy and own a smartphone. When planned and executed correctly, both these channels have proven extremely effective across the spectrum of brand goals/metrics; for awareness campaigns we have seen the strongest CTR and for acquisition we have delivered on positive ROI figures.”
“The audience with the strongest opportunity is the bilingual/bicultural Hispanic. Over the past 10 years this segment has grown immensely, doubling its size and ultimately influencing the marketplace from a media (many English-language properties are now targeting Hispanics) and pop-culture (it is “cool” to be ethnic) perspective. If we don’t continue to enhance our communication plans by connecting with the bilingual/bicultural Hispanic and developing consumer journeys that take into account where and when they are receptive (Digital and Mobile being a key part of this) it will be a lost opportunity in the future.”
Guillermo Abud, VP Digital Director, MV42 Mediavest
“I think the opportunities are mostly around the Social Media, Mobile and Online Video. Social Media is getting lots of traction since Hispanics are “Social by Design”, Mobile since there is a huge mobile penetration and little has been done in the market and Online Video since supply and demand are increasing considerably. We should also take a closer look in the SoLoMo space… (Social, Local and Mobile) as we approach 2014. 2013 will probably the base for constructing SoLoMo. When it comes to the audience, many advertisers and agencies are looking at targeting even more at the Hispanic Second and Third Generations where the bilingual Hispanic play a huge role for our clients growth. We will continue exploring better ways to target Hispanics around their passion points, such as music, entertainment and soccer and for CPG companies, moms are also a focus. ”
” The Hispanic audience continues to be an important target audience for Universal Pictures. A huge opportunity for us will be mobile and tablet use, since it is fast developing into Hispanic’s preferred source of information for movie content, trailers and show times in both English and Spanish. We will definitely be developing strategies that involve mobile in all levels of moviegoer’s purchasing funnel.”
Stephanie da Costa, Media Director, Wing “The main opportunities will be within digital – online/mobile/social to the bicultural segment (in both languages) and themes like parenting and retail will likely grow.”
Mike Foley, Brand Manager U.S. Hispanic and Export, Post Foods
“We have a strategic mix of traditional and exploratory media. We will not be walking away from our levels of TV, radio and Branded Integrations with all of the top Hispanic networks, but we overlay new media tactics within our traditional media plan to test new methods and understand how those are used by consumers and how they engage with the brand. We will continue with digital in a big way around traditional digital banner/OVU tactics as well as understanding the right way to utilize mobile and continue our success with social via Facebook fan page ‘Pensemos Positivo’, our Twitter handle and even with Instagram.”
“We target our consumer by archetypes and not so much by acculturation levels. It doesn’t matter if she is Spanish dominant or preferred – it matters how she lives her life and how our brands can connect with her in a meaningful away. I strongly feel that is the best way to stay top of mind and brand loyal.”
Felix Palau, VP of Marketing, Tecate Equity
“The main opportunity we have identified for Tecate and Tecate Light in 2013 is creating engaging experiences for consumers. Given that Spanish-dominant and bilingual Hispanics spend a large portion of their day connect to the Internet or mobile phones, we are focusing our plans on creating these experiences at various consumer touch points, whether it be through social media engagement, sponsorships, videos, etc. Additionally, we are taking a more local approach to our marketing plans, which will give us the flexibility to create programs that are truly relevant to the Hispanic consumers in our key markets.”
Carmen Torres, Hispanic Media Supervisor / 22squared
“Hispanics are early adopters of new media and technology. However, many advertisers still struggle with the inclusion of emerging media as part of the media mix to reach the Hispanic community. Hispanics over-index versus the total population in the use of online video and digital, mobile and social media; but advertisers have not yet identified how to use these vehicles to target Hispanics. In 2013, there is a huge opportunity for advertisers to tap into these vehicles to engage with the Hispanic community. Digital technology plays an important role in the lives of Hispanics, as it’s primarily linked to two of their most important pillars: family connections and culture. The Internet makes their lives easier by providing quick access to information, products, and news from their countries of origin. It is key for agencies and advertisers to understand how Hispanics relate to these vehicles so we can provide relevant content and use for this consumer. ” “Another area of opportunity is sports, as it is considered a key touch point to reach Hispanics. It facilitates interaction with both Hispanic and American culture, especially when the Hispanic population growth is coming from U.S.-born Hispanics who will likely become fans of both traditional Hispanic and traditional American sports. We are also seeing a proliferation of Hispanics playing American sports, like Victor Cruz playing for the New York Giants, which helps Hispanics connect with non-traditional Hispanic sports. For advertisers, sports can be a useful tool for connecting with the more acculturated Hispanic consumers based on their sports preference.”
Emma Velez-Lopez, Director Advertising U.S. Hispanics, DIRECTV
“In 2013 there will be many opportunities to reach the U.S. Hispanic market. You will see more digital media growth and even more testing in mobile. However, you will continue to see the high investments on TV. In particular, when one of your goals is to generate a phone call. Also, next year, there will be more opportunities to address all levels of acculturated USH segments across the board, Men vs Women and the entire family unit. As more data is available on the behavior, technology and media consumption of Hispanics, you will see more marketers fine tune the way to go to market and reach these groups more efficiently. The beauty about the paid TV service, in particular about DIRECTV, is that you have content and technology to satisfy both the Spanish and English language TV viewing experience.”