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We are excited to announce that Gustavo Guerra, Brand Director, Tecate Equity at Heineken USA, is joining the Portada Brand Star Committee, one of the six units of Portada’s Council System. The Council System next in-person meeting will be at Portada Los Angeles on March 14 in Los Angeles’ Loews Hotel.

Gustavo Guerra currently serves as Tecate Brand Director within HEINEKEN USA. As a key executive, Guerra is responsible for strategic planning, creative content, experiential and public relations. He also leads a successful sponsorship strategy and execution in Boxing under a through-the-line approach that has given industry’s recognition for performing world-class activations.

Guerra joined HUSA after two successful years as the head of marketing of Chivas de Guadalajara, the most popular and important soccer club in Mexico. Prior to that, he served for 10 years as Senior Group Brand Manager at Heineken Mexico.

Guerra is particularly experienced and passionate in Sports Marketing and as a proud Latino living in the US, have full understanding of the Hispanic market.

Welcome Gustavo to the Portada Council System!

We spoke with major brand and media executives about their sports marketing plans and expectations for 2017.

The 4 questions we asked:
1. What sports will you invest in/work with during 2017?
2. Which platforms will you use/spend on for your sports marketing campaigns?
3. What sports marketing trends should we keep an eye on during 2017?
4. In terms of marketing in general, what would you like see more of next year?

Gustavo Guerra, Brand Director for Tecate

  1. We will continue to support our target consumer’s biggest passion points: Boxing and Soccer. The soccer games and the PPV Boxing fights are the highest rating TV shows for the target and represent the highest beer consumption occasion for Mexican bi-culturals.
  2. Our target over indexes heavily in digital, so we will continue to focus our efforts in social media and mobile as our key media channels to reach and interact with our consumers. We will also continue to raise the bar in event marketing. We will continue with our traditional focus at retail by securing a flawless execution to ensure we offer the most attractive programs to consumers – bringing them closer to the action in both sports.
  3. Trends from a Tecate POV will definitely be behind boxing, as we will make our biggest splash ever with some exciting new initiatives in the pipeline to support the mega fights in 2017.
  4. Big and bold ideas around sports that can effectively travel to the digital space –  different from TV. We need to remember that sports are one of the highest priorities when it comes to entertainment and that social media is the biggest and only channel to enable conversations and interactions with consumer’s pre, during and post events.

img_2024Antonio Briceno, beIN SPORTS Deputy Managing Director

  1. Looking ahead to 2017, we are very excited about working with the Women’s Tennis Association (WTA), the global leader in women’s professional tennis. Starting in January, the 2017 WTA season kicks off, and beIN SPORTS will air all matches airing outside the U.S., as well as broadcast the internationally renowned Rogers Cup in Toronto, Canada.
    In 2017, another cornerstone of beIN SPORTS will continue to be live soccer coverage, which includes live matches from LaLiga, Serie A, Ligue 1, NASL, and CONMEBOL/ CONCACAF/CAF World Cup Qualifiers, as well as news and in-depth analysis of all the top leagues from around the world.
    In 2017 our coverage of MotoGP, MotoAmerica, WorldSBK and Rallycross will continue to grow and evolve.
    Similarly, in 2016 we introduced U.S. college sports to the network and will further enhance in 2017 through our partnership with Conference USA. Additional sports you will also continue to see on our channels include boxing and MMA.
  1. In 2017, beIN SPORTS is working with a mix of traditional and modern media, including social, OOH and mobile. As we continue to build the brand and cultivate our audience, we may even consider activating via OTT platforms.
  2. Social media continues to evolve, as does the interactive nature of sports programming viewership, so it’s crucial sports marketers keep ahead of the trends and use this form of media to their advantage. Mobile will continue to be a major component of marketing campaigns in 2017. To successfully engage with fans and viewers, mobile is critical as sports fans remain connected to their devices 24/7 to stay up-to-date on their favorite teams and players.
  3. We’re really looking for innovation, a better use of content and integration that will make the entire landscape more entertaining and more engaging. We’d like to see dollars really start to shift from traditional ads and focus more on impactful, creative placements and activations.

Drew Gehringer, COO at Eat The Bear

(ETB is a sports nutrition-based lifestyle business, providing clean and lean supplements to support achievement.)

  1. Eat the Bear recently signed a multi-year endorsement deal with Luke Kuechly from the NFL Carolina Panthers. While Luke Kuechly will be our main focus in 2017, we are also looking to add a female counterpart as 60% of our demographics is a female consumer.
  1. We will continue to invest in social media (Facebook/Instagram/Youtube/Snapchat) as well as in-store marketing.
  1. We see user generated content and unique video content continuing to surge. We’re confident that 2017 will take this even further – using digital channels and platforms as well to give consumers additional unique experiences.
  1. In terms of marketing trends, I’d like to see brands increase their focus on customer loyalty programs. While almost every brand has a program dedicated to consumer loyalty, many of them are very two-dimensional. Whether through markdowns through subscription based buying programs or branded experiences that bring the brand to life, we as marketers need to figure out ways to give more back to our consumers – particularly ones that have shown their dedication to the brand.

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Freddy Rolon, VP and general manager of ESPN Deportes, and Michelle Bella, VP of consumer and ad sales marketing for ESPN Deportes.

  1. Our focus next year will continue to be the power of live events to continue developing the U.S. Hispanic audiences. We have an unmatched line-up of diverse programming next year that will allow us to do this such as the return of the World Baseball Classic taking place in March. In its fourth edition, the WBC has become one of the most popular international sports events featuring some of the best baseball players from the MLB and around the world.
    Other key programming next year across our platforms includes UEFA Champions League, Mexican League soccer, international friendlies, MLB, NBA, NFL, College Football.

Image result for Michelle Bella, VP of consumer and ad sales marketing for ESPN Deportes.

  1. In 2016 we made significant enhancements to our platforms, from our television production, to ESPN.com, ESPNDeportes.com and ESPN App…All with the goal of better presenting our content to the Hispanic fan in the most relevant way possible and in the language they want to consume it. Next year, we will continue with this approach emphasizing our video efforts across platforms with the goal of enhancing quality and consistency in our user-experience.
  2. Brands and agencies are increasingly interested in activating campaigns with social influencers. What’s great is that they’re all engaging with a super engaged fan base for each Live event we carry on TV or Radio or both.
  3. ESPN launched Live Connect this year  – a data rich solution for partners looking to gain deeper insights of how their target audiences behave within our content and sites.   For Live Connect, we work together with clients to build campaigns or programs with the KPIs that matter most to each brand. We will soon be able to roll this out for advertisers wanting to reach Hispanic and African American audiences on ESPN platforms.

Image result for Ray Warren, EVP Chief Revenue Officer at NBC Sports Regional NetworksRay Warren, EVP Chief Revenue Officer at NBC Sports Regional Networks

  1. We are very excited about next year as our FIFA partnership will enter a critical phase with the Confederations Cup, a very important lead up to the biggest global sports event, The FIFA World Cup, which will take place in 2018 in the same country. Telemundo Deportes aired Rio 2016, its fourth summer Olympic games, but the FIFA World Cup 2018 will be the first-time we can showcase this premiere global event and will position us as the premiere destination with global properties in Spanish language in the U.S.
    The Confederation Cup and 2017 will be key in positioning us as “World Cup Ready, World Cup Great.”  Also in 2017, we will take Premiere League to the next level by leveraging the unprecedented investment in players and coaches that English soccer is seeing.
  1. In 2018, and closely tied to the NBC Sports Group we will partnering with some of NBCUniversal’s people, some of their new technology and all of their experience as the worlds best at bringing big, global events to television and digital audiences.
  2. We are a technology company. The X1 service from Xfinity drew approximately 20% more Olympic viewers than other video providers and we are excited to see what other new creations might be available in 2017 and 2018.

Laura Molen, EVP, Cable Advertising Sales at NBCUniversal 

  1. We are investing in programming and live events like the World Cup so we can continue this momentum and growth. With the power of NBCU behind out brands, Telemundo Enterpises is primed for the future.
  1. We’re seeing an emphasis across our company in investment in content, data and distribution and this is going to be key as we continue to emphasize our leadership position.
  1. As I mentioned we are committed to our content, data and distribution opportunities for clients and we need our sales teams to be teammates with the agencies and marketers, to help them navigate all we have to give them.
  1. We have some of the best teams in the business who are finding the most unique, authentic ways to partner our advertisers with our content. I’d love to see more companies engage with us from the beginning of a partnership and work with our teams to come up with more innovative campaigns.

Paola Garzón, Marketing Manager at Fox Deportes

  1. Football, Super Bowl specifically and the UEFA Champions league final (soccer).
  2. TV, radio, digital and social media.
  3. Interactive trends that allow the consumer to feel part of the sport experience and in connection with their sports super stars.
  4. Improved measurement for digital marketing campaigns.

 

Gustavo Guerra, Brand Director, Tecate & Tecate Light is the latest addition to the stellar speaker roster of #Portada15. Early Bird Registration has been extended to tomorrow Tuesday August 11 COB. 

Fernando Fiore
Emmy® Award Winner and Broadcasting Star Fernando Fiore

Fernando Fiore, the most recognizable face in the Spanish-speaking sports world, is going to be one of the main attractions at #Portada15 in New York City’s Yotel on September 16 and 17. #Portada15 comprehends the Hispanic Sports Marketing Forum and the 9th Annual Hispanic Advertising and Media Conference. Fiore’s addition complements the presence of dozens of brand marketing and agency executives targeting the Multicultural Space. The latest confirmation has been, Gustavo Guerra, Brand Director, Tecate & Tecate Light.
“Fernando Fiore is the reason why Hispanics love soccer broadcasting in the U.S. He is going to share his unique experiences in the Sports Media and Marketing landscape with hundreds of #Portada15 attendees. As importantly he will tell us where he thinks this exciting sector is moving to,” says Marcos Baer, publisher of Portada.

Early Bird Registration

Early Bird Registration for both the Hispanic Sports Marketing Forum and the 9th Annual Hispanic Advertising and Media Conference is expiring tomorrow Tuesday August 11 COB. Take advantage of the early bird price of only US $499! for the Combo!

Key Content

Sports Marketing and Media have a very important presence at #Portada15 with the Hispanic Sports Marketing Forum (preliminary agenda) and prominent brands and agencies participating including:

Pattie Falch, Director Sponsorships & Events, Heineken USA
Manuel Campos, Hispanic Marketing Director, Sprint
Mariela Ure, SVP, Hispanic Segment Strategy, Wells Fargo
Christian Borjon, Director Hispanic Sales & Marketing, Samsung
Brian Cristiano, CEO Bold Worldwide
Gustavo Aguirre, Associate Brand Manager, Coors Light

On September 17, the second day of #Portada15 the 9th Annual Hispanic Advertising and Media Conference (preliminary agenda) will provide critical insights and networking opportunities for any marketer who wants to succeed in multicultural America.

Topics that will be discussed include:
– New approaches on how national brands reach out to local audiences, hyperlocal targeting and more…
Multicultural Retail Marketing Perspectives for 2016.
– New and actionable insights on how best to reach the Multicultural Milennial
– Solving the challenge of Reaching out to Hispanics via Social Advertising and Search
– The Hispanic Digital Video Explosion

Brand Marketing and Agency Stars participating include:
Ana Crandell, Media Director, OMD Latino
Kymber Umana, Hispanic Marketing Manager, Sprint
Ivonne Kinser, Head of Digital Media Strategy, Avocados from Mexico
Trisha Ranes, Senior Marketing Manager-Latino, H&R Block
César Taveras, Online Marketing Manager, Rosetta Stone
Jason Riverio, Manager, Multicultural Brand Marketing, Big Lots
Maria Fernanda Ordoñez, SVP Media Director , Identity
Vilma Vale Brennan, Managing Partner, MEC Multicultural

#Portada15 Sponsors

Rooftop Party Sponsor:
Batanga Media
Platinum Sponsor:
MaxPoint
Gold Sponsor:
GFK-MRI
Bronze Sponsors:
Evolve Media
Pulpo Media
Zoomin.TV

Badge and Lanyard Sponsor:
Adsmovil

Wire Sponsor: PR Newswire

Hispanic Sports Marketing Forum
Golazo Sponsors:
AC&M Group
Blogsi

For sponsorship opportunities, please contact Kelley Eberhardt, Director of Sales and Marketing at 212-685 4441, kelley@portada-online.com

Facebook’s Hispanic specific strategy got more visible this week through a partnership with beer brands Tecate and Tecate Light. The “Manfidence” campaign is also the first time Heineken owned Tecate uses a social media platform as the main element of a marketing campaign.

This is the first time Tecate leveraged a social media platform to provide creative and media guidance to bring its positioning to life in a way that is relevant to bicultural Hispanic men 21-34. Additionally, it’s the first time Facebook’s Anthology program – a Facebook creative unit that creates original content – has developed a U.S. Hispanic campaign. Tecate worked with MV42, on media recommendations to promote the campaign’s illustrated posts and videos running now through Dec. 31, 2014. 8 things you need to know about this Hispanic Social Media effort.

1. The Target

Bicultural Hispanic men who are 21-34 years old. In other words, Millennials.

2. The Facebook platform (http://www.facebook.com/tecate)

Tecate's Facebook CampaignAccording to Gustavo Guerra, Brand Director at Tecate, Tecate does not have an owned digital media property for the Manfidence effort. It preferred to use its Facebook site. “We partnered with Facebook for this campaign because of their strong Hispanic affinity. With 26 million Hispanic users, they have extensive insights on the type of content that resonates with this audience. We worked closely with Facebook and its Creative Shop on the creation of three videos and illustrated posts, ” Guerra, tells Portada. “Considering that more than 80% of our target consumers are on Facebook, this is the ideal platform to interact and dialogue with our consumers,” Guerra adds. “The campaign lasts for 9 weeks—the campaign’s illustrated posts and videos running now through Dec. 31, 2014. Each week, there is new featured content showcased which comes in the form of either Image Posts or Video posts. Each of these illustrated posts tells a story that exemplifies Manfidence. Facebook’s Creative Shop captured this essence through illustrated posts which were two times more engaging than prior creative,” says Rodrigo Salem, Senior Client Partner (US) at Facebook.

3. Usage of the Hispanic Affinity Segment

The amplification of the message through Facebook’s 26 million U.S. Hispanic Affinity segment is a crucial element of the Manfidence campaign. This allows not only to target Facebook’s Hispanic members on Facebook but also to follow them on other web properties through display and video advertising linking back to the Facebook.com/Tecate page.

4.The Creative Concept

Rodrigo Salem, Facebook
Rodrigo Salem, Facebook Global Marketing Solutions

Manfidence, a concept Tecate created in partnership with Dallas based ad agency iNSPIRE, is an attitude that is shared by men who are confident, comfortable in their own skin, dynamic, and clever. Facebook’s Creative Shop, called Anthology, captured this essence through illustrated posts, which were two times more engaging than prior creative. Anthology, a Facebook creative unit that creates original content, was used in the Hispanic market for the first time.

5.The Language: All English but ‘suegro”

Gustavo Guerra, Brand Director Tecate
Gustavo Guerra, Brand Director Tecate

“We know our target consumer moves fluidly between English and Spanish. However, given that close to half of our consumers (47%) prefer English as their online language, we chose to narrate the videos in English, and include the Spanish word ‘suegro’ as it is a term that is understood by all biculturals”, says Tecate’s Gustavo Guerra.

6. The Video Component

The video series depicts how a man with Manfidence can handle difficult situations involving the in-laws. The 30 seconds clips are available on Tecate’s Facebook page.

7. Testing: In LA and Houston

Tecate’s Guerra notes that “before developing the campaign, we tested the Manfidence concept with consumers in Los Angeles and Houston. We received great feedback on the meaning of the word and its relevancy among men; it was a concept that they easily identified with. Based on this feedback, we moved forward with the OOH and radio components {see point 8 below} and are wrapping up the year with the Facebook videos and posts. We are very excited about our collaboration with Facebook and so far, the posts and videos have generated engagement rates that are beating industry standards by 4 times.”

8. Off-line push: Radio and OOH

The Facebook Manfidence effort is backed by a substantial off-line media campaign. The off-line Manfidence campaign includes English and Spanish language :30 radio spots that bring this attitude to life. This is accomplished through various examples such as a man with enough manfidence to be in a jacuzzi with six girls and uses a “man bag” as a cooler for his Tecate and Tecate Light beers. These spots are aired throughout the sunbelt states including Arizona, Texas and California. The OOH is featured in the same geographic areas and includes situations that any man with confidence and wittiness could face such as “Spend countless hours grooming your chest hair? Blame your Manfidence.”

Gustavo Guerra, Brand Marketing Director, TecateGustavo Guerra serves as brand director for Tecate and Tecate Light, Indio and Bohemia, part of the Heineken USA portfolio of Mexican brands.  Guerra is responsible for strategic planning, creative content and public relations for the Mexican beer brands. He also plays a key role in building a strong partnership with the commercial team, the distributors and the brand team at Heineken Mexico. In the below interview with Portada, Guerra talks about how his brands celebrate  the character of all Hispanic bicultural men 21 and older, and highlights that boxing is the second most-watched televised sport for his target audience after  soccer.

Portada: Can you explain Tecate’s involvement with boxing and why this sport is so important for Tecate’sMarketing?

Gustavo Guerra, Brand Manager, Tecate.:“Tecate and Tecate Light have been longtime supporters of boxing and for the last seven years we have positioned the brands very strongly with a 360 degree approach designed to ensure the brand is celebrating the character of all Hispanic bicultural men 21 and older. Not only does the sport align with our communication strategy “con caracter”, boxing is also the second most-watched televised sport among our target behind soccer.”

Portada: When it comes to reach out to Spanish-dominant and English-dominant Hispanics is Boxing as important to reach both Targets or is it different depending on the target?
G.G.: “The great thing about our target, bicultural consumers 21 and older, is that they speak both languages and choose when to use it. Therefore, all of our marketing communications are bilingual to ensure we’re reaching these consumers through a variety of touch points from digital to retail and social media.”

Portada: Please explain what your main Box Marketing activities in the U.S. are
G.G.: “We always take a 360 degree approach that includes retail initiatives (cross-merchandising promotions for viewing parties, POS and displays featuring images of the fighters, mail-in-rebate offers with the purchase of Tecate beer, etc.), social media campaigns to continue expanding the interaction with consumers and support hand-in with Top Rank, one of the most important promoters in the industry, of the biggest boxing fight of the year such as Julio Cesar Chavez, Jr vs. Bryan Vera (March 1, 2014), Manny Pacquiao vs. Timothy Bradley (April 12, 2014) and many more.

How do you support these activities with actual media buys (digital, print and TV)?
G.G.: “We support all of our marketing efforts with a mix of OOH, radio, TV, PR and social media campaigns in both Spanish and English, varying by markets.” (SMV 42 is Tecate’s media agency)

 We know you have the http://deportes.univision.com/solo-boxeo-tecate/ program. Please explain the details of the program (from the actual media buy to more content marketing types of activities).
G.G.: “Since boxing is such a big priority for the brand, we want to be involved in every level by not only supporting big fights but also sponsoring amateur and small fights like the Solo Boxeo Tecate program. Our main marketing activities with this program include PR and branding efforts. Solo Boxeo Tecate is a live action show that features Top Rank contenders as well as up-and-coming superstars such as Jessie Magdaleno, Jose Ramirez, etc.”

We are developing a program around 2014 World Cup that includes a significant media buy.

You were the marketing and commercial director of Club Deportivo Guadalajara S.A. de C.V. How do you see the U.S. Soccer Marketing scene? Do you think Mexican soccer can become even more important?
G.G.: “Since I’ve been living in the U.S. I have seen an increase in the number of brands using soccer as part of their marketing tactics to reach Hispanic consumers at various acculturation levels. Sponsorships and level of activations range from MLS to National teams, as well as support for amateurs similar to what we did in the past with Copa Tecate. Regarding Mexican soccer, we’ve seen a greater presence of talent making an impact in the U.S. For example, the Mexican National Team has executed its U.S. tour for the last few years and teams from La Liga have been invited to play matches in the U.S. so that fans have the opportunity to experience their favorite team live. For Hispanics, soccer is going to continue to be a key passion that will transfer through generations making this sport a stronghold in the marketing world when trying to reach this target.”

Is Tecate planning any marketing around the 2014 World Cup?
G.G.: “Indeed, we are developing a program around 2014 World Cup that includes a significant media buy (TV, radio and OOH campaigns), social media and PR support, as well as grassroots support in key markets.”

Prior Interviews with Tecate brand managers on their Hispanic and general market strategies:

3.1.2013:  Why Tecate chooses Inspire to reach second generation Hispanics

2.7.2012: Tecate’s Felix Palau on the creative agency change