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

(Looking for your next Career move? Check out Portada’s Career Board!)

 

Donald Chesnut has been named Chief Experience Officer by Mastercard. In this newly created role, he will lead a team to support the organization’s delivery of the best possible payment experience.

 

 

 

 

 

Fran Mires has been named VP of Creative Development by the Broadcast Management Group, based in Miami. She’ll open an office for the company, where she’ll be developing original broadcast, digital and OTT programming for networks and companies, focusing on the U.S. Hispanic and Latin America markets.

 

 

 

 

 

Chris Hirst, the chief executive of Havas in the UK, has been promoted to lead the organization’s creative global network. As CEO of Havas Creative, he will oversee an international staff of 8,500, working alongside Peter Mears, chief executive of Havas Media Group.

 

 

 

 

Ford has announced that Mandy Dean has been promoted to Marketing Director, UK.  She will be responsible for product and communication marketing for Ford GB, reporting to Andy Barrat, Ford’s chairman and Managing Director for the region. Dean first joined the company in 1995 and has filled various roles since.

 

 

 

 

Carlos Moreno is now Commercial Executive Vice President at GFR Media.

 

 

 

 

 

 

 

Univision has hired Rodrigo Stockebrand as VP of Digital Analytics and SEO. He’ll be based in Miami and report to Fernando Rodríguez, SVP of Sales, Operations and Development.

 

 

 

 

 

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

(Looking for your next Career move? Check out Portada’s Career Board!)

ComScore has named Mónica Castillo as Country Manager in Colombia. Previously, Castillo had filled the role of Sales Manager at comScore Mexico over 6 years. In her new role, she’ll contribute to new business development and customer service at a local basis.

 

 

 

 

Club Atlético Belgrano from Córdoba, Argentina, has chosen Sebastián Viberti, son of the soccer player and coach, as new director of marketing.

 

 

 

 

 

Puig, the cosmetics company from Spain, has named Vanita Sabnani as the new head of innovation and new businesses. Between 2004 and 2012, Sabnani was global director of marketing and new business development, as well as VP, marketing in North America.

 

 

 

 

Deportivo Cali has presented its new director of marketing: Guillermo Montoya. He is an anthropologist with an MBA from Liverpool University.

 

 

 

 

 

Michelin, the French manufacturer of tires, has promoted Pedro Álvarez to director of marketing in Spain and Portugal. He has over 20 years in the company, where he had previously filled the role of head of operations and sales of trucks for the same region.

 

 

 

 

Havas Argentina has announced the arrival of Julia Kaiser as Brand Strategist and Nicolás Cáceres as Data Strategist. Both executives will coordinate the creation and implementation of strategic solutions within the various group’s units.

 

 

 

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

(Looking for your next Career move? Check out Portada’s Career Board!)

 

Michelle Wasserman, senior VP of format licensing and content development at Endemol Shine Latino, is moving from Argentina to the company’s headquarters in Miami. Added to her current responsibilities, she will now be a fundamental part of the firm’s operations in Miami, and her role will be related to the growth of Endemol Shine across all genres and platforms.

 

 

 

María del Carmen Padilla Briseño has joined Latcom as commercial director for Mexico and Central America. She will focus on empowering and generating new business, offering a comprehensive solution including everything from strategy to buying media through a single point of contact.

 

 

 

 

Creative production agency MediaMonks has opened operations in Mexico City. The leaders of this effort will be Alexander van Rijn, Head of Partnerships LATAM (left) and Marcelo Planchart, Head of Expansion LATAM (right). 

 

 

 

Havas Colombia has appointed Enrique Samper Posada as new managing director, as reported by AdLatina. His main role will be to oversee all the development processes of the branch, boosting the Havas Village concept, and bringing in new clients. He will use his digital expertise to achieve these goals.

 

 

 

J. Walter Thompson has named Miguel Oscariz (right) as new CEO of Mexico. He had been leading the agency’s branch in Peru for three years. The new CEO of J. Walter Thompson Peru is Néstor Ferreyro (left), hitherto global business director for Avon.

 

 

Manuel Montalvo is the new director of professional products at L’Oréal Argentina. He had been previously commercial director of the same brand in Mexico. His main role will be consolidating the vision of the brand in Argentina.

 

 

 

 

Javiera Rodríguez is the new marketing manager of Ferrari and Maserati at SKBergé Luxury, the luxury retail division of SKBergé Santiago de Chile. She had previously worked at the marketing division of Mars since 2015.

 

 

 

 

Mars has promoted Ignacio Inda to marketing manager for the Southern Cone. He had already been leading the marketing sector in Argentina, Paraguay and Uruguay since 2005.

 

 

 

 

What: Through Havas Group pure player AdCity, the marketing company launched its mOOHbile offer, for facing the challenges of geolocation.
Why it matters: This new audience planning solution capitalizes on synergies between mobile devices and out-of-home media displays.

In an effort to combine out-of-home (OOH) media displays with mobile media, AdCity, a Havas Group pure player, presented its new audience planning solution its mOOHbile, allowing advertisers to optimize the efficiency of their OOH geolocalized campaigns.

“Tackling the mobility universe in silos doesn’t make any sense these days, as all studies show the efficiency of combining both outdoor display and mobile media. Today, a consumer in contact with an OOH advertisement is 17% more likely to activate the mobile advertisements (s)he sees and engages with the brand; and over 70% will do additional research on this same brand,” said Matthieu Habra, AdCity’s Head of Global Network, in a statement.

Tackling the mobility universe in silos doesn’t make any sense these days, as all studies show the efficiency of combining both outdoor display and mobile media.

The mOOHbile offer meets 3 objectives:
•    Maximizing the campaigns’ reach through audience extension and segmentation
•    Optimizing the overall frequency of messaging (retargeting and synchronization)
•    Contextualizing content through DCO (dynamic creative optimization), context and data streams

mOOHbile will be implemented using proprietary technology platform AdCity Solution.

What:Anheuser-Busch InBev, one of the world’s largest brewers, has kicked off a global media planning and buying agency review for its US $2 billion global media assignment.
Why It Matters: The company owns eight agencies spanning all major holding companies to handle media operations in more than 50 countries. The number of agencies that the company aims to globally consolidate has not been determined.

descarga (4)Anheuser-Busch InBev, one of the world’s largest brewers, has kicked off a global media planning and buying agency review for its’ US$2 billion global media assignment.

WPP’s MediaCom, the current US incumbent, has held the account since late 2014. Globally, the company has eight agencies from the six major groups — Mediacom, WPP, Publicis, Omnicom, Interpublic, Havas and Dentsu — spanning all major holding companies to handle media operations in more than 50 countries. AB InBev is inviting the six major holding companies to put together teams to pitch the assignment.

Media Link is the company’s search consultant, while Media Path will handle auditing.The review will be led by the brewer’s global marketing team, which is based in New York. The process, beginning in April, is expected to close by the second half of this year.

The review comes several months after AB InBev acquired SABMiller for US$103 billion. AB Inbev is the 20th-largest U.S. advertiser. The brewer spends an estimated US $624 million on ads in 2015 and about US $695 million from January through November 2016 in the US, according to Kantar Media. Globally, the company spends upwards of US $2 billion a year annually on ads in more than 50 countries around the world.

Join us at PORTADA Mexico!

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.

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

  •  Buchanan’s

1 - J Balvin and Buchanan’s “Es Nuestro Momento Ft. J Balvin” contestScotch whisky Buchanan’s has launched the ‘Es Nuestro Momento Feat. J Balvin’ contest on EsNuestroMomento.com. Buchanan’s Whisky, in collaboration with global superstar J Balvin and powered by SoundCloud, is making Balvin’s acapella vocals of his unreleased “Es Nuestro Momento” track available for people (21+) to integrate into their own unique song creations for a chance to win a trip to the 2017 Latin Billboards in Miami and a chance to meet J Balvin in person.The song, inspired by the brand’s recent 360 “Es Nuestro Momento” marketing campaign, celebrates the Latino community and their positive influence on American mainstream culture. Through this contest, Buchanan’s aims to inspire people to pursue their passions and celebrate their successes. The contest provides an impactful and exciting platform for aspiring producers, musicians and the public, across genres to collaborate with a renowned Latin musician. Consumers will be able to enter the contest, as well as vote for their favorites by “liking” their favorite song on www.EsNuestroMomento.com. Voters will receive an exclusive download of the complete Balvin track! J Balvin will choose and announce the winner/winning track via his social media channels on April 19, 2017.Carat is the media buying agency, but they’re not handing the SoundCloud collaboration.

  • John Hancock

descargaManulife, a financial services company which operates as John Hancock in the U.S., is reviewing its worldwide creative business, Adage reports. Hill Holliday has worked on the U.S. business for 32 years. Manulife works with Mindshare on most of its global media efforts. The company wants to focus on the creative now and “will see where things go with media” in terms of any upcoming reviews.John Hancock spent about US$23.8 million in the U.S. on measured media in 2015, according to Kantar Media.

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • North American Title Co.

descarga (6)North American Title Co. (NATC) has launched a new Spanish-language website to be a resource for Spanish speakers who are navigating the homebuying process. Located at www.nat.com/Spanish, the website focuses on content explaining how title insurance protects a homebuyer. It includes three new Spanish-language videos as well as several informational brochures to download.The brand knows Hispanics are very committed to pursuing homeownership as part of the American Dream. NATC’s Spanish videos are also located on the company’s YouTube channel, at www.youtube.com/natcvideo. They include “Understanding Title Insurance,” “Protect Your Homeownership” and “Advantages of an Owner’s Title Policy.”

  • Havas

hdPbVsbF_400x400Havas will merge global media and creative operationsin an effort to “accelerate integration” and create a “seamless” experience for clients, mandmglobal has reported.Both creative and media operations will become business units under a single regional P&L, with the new organisation to be overseen by former Havas Media Group chief Dominique Delport, who becomes global managing director and chief client officer.

 

 

 

  • White Sox/ Miller

descarga (8)After a three-decade run with Miller Brewing as the team’s official beverage partner, Chicago White Sox have parted ways with the company after failing to reach a new sponsorship deal this off-season.The 2017 campaign will usher in a new era of beer marketing at Guaranteed Rate Field, with Victor N.Y.-based Constellation Brands signing a new three-year deal that makes Modelo Especial the “official import” sponsor of the Sox, Chicago Business has reported.The team has also closed a series of smaller marketing partnerships with local and regional breweries.The prevalent Miller Lite signage will be replaced by the one associated with Modelo. The brand will be especially visible in left field at the stadium, with signage on the outfield wall and a new “Casa Modelo” branded bar space on the left field concourse. It will also be shown on the team’s video boards in the outfield, behind home plate and along the Dan Ryan Expressway.But the Sox see significant marketing advantages to the team’s Constellation partnership in Modelo’s popularity among Hispanics. Fifteen percent of the fans who went to Sox games last year were Hispanic or Latino.The team will begin the 2017 season without a single official domestic beer partner.The Sox and Miller had a partnership since the mid-1980s.

 

 

 

  • Tropicana

descargaTropicana is unveiling the new national TV spot and campaign “Feel Like A Billion” to launch its new probiotics-infused juice line, Mediapost has reported.In addition to the TV spot , created by BBDO, the campaign is supported by digital, social and in-store shopper marketing. In addition to BBDO, the campaign has support from MullenLowe (PR), VML (digital/social), TPN (shopper marketing) and OMD (media buying).The campaign’s theme plays on the 1 billion live and active cultures found inside each 8-oz. serving of new Tropicana Probiotics. The new juice line is being positioned as one that will “help you feel good so you can take on anything,” according to the client, which is part of PepsiCo.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

 

Hot agency M&A scene in Latin America as major global ad agencies WPP (Wunderman), Dentsu-Aegis and Havas just bought agencies in Brazil, Chile and Argentina.

Brazil: Wunderman buys Digital Marketing Agency Pmweb

WPP wholly-owned operating company Wunderman acquired a majority stake of Pmweb Comunicação, a digital marketing specialist in Brazil. Pmweb is specialized in cross-channel campaigns management. It has offices in Sao Paulo and Porto Alegre. Clients include beverage giant Ambev, cosmetic company Avon Brazil, airline company Azul, and fashion business Animale.
The acquisition deal establishes that Pmweb will still operate independently. Pmweb’s founder, Tárik Potthoff, remains as the CEO and leader of the operations. According to Wunderman Brasil, the objective of the deal is to focus operations on accuracy and results in the retail sector.

Chile: Dentsu Aegis Network Acquires Chilean Veriplan

Dentsu Aegis Network also started the year with acquisitions in Latin America by buying the Chilean agency Veriplan. The company is now part of Vizeum, which will soon be launched in Chile, expanding Dentsu’s solutions in the country and neighbouring markets. Veriplan was founded in 2012 as part of the Veritas creative group, which has been operating in Chile since 2005 focused on media planning, digital communication, and outdoor media. The agency has big multinationals in their portfolio, such as Toyota Chile. Veriplan senior executive Patricio Cerda will now act as digital manager, Vizeum Chile. Claudia Colaferro, president, Dentsu Aegis Network Latin America, said in a statement that the purchase is a “natural choice”, given the good performance of Veriplan locally. She also emphasized that the deal is part of Vizeum’s strategies to grow in the region.

Argentina: Havas Group expands DBi in Latin America with Intellignos Acquisition

Havas Group announced the acquisition of Intellignos, an Argentinian big data analytics agency. The relationship between Havas and Intellignos started in 2012, when Havas Group purchased a 20% of Intellignos. Intellignos will now be part of Havas Group DBi, the consulting data intelligence unit of the group.  DBi was founded in Europe in 2006 and also offers services in Argentina, Colombia, Chile, Colombia, and Mexico — with goals to start operating in Brazil until the end of the year. Rob Jackson, one of DBi’s founders, steps in as global general manager. Juan Manuel Damia, founder and CEO, Intellignos, will be in charge of Havas Group DBi in Latin America.

LuxHub, the centre of excellence within Havas that focuses on fashion, luxury and premium lifestyle, is expanding to Latin America. The LuxHub will be based in Buenos Aires, Argentina and have offices also in Mexico City and São Paulo. Tammy Smulders, Global Managing Director of Havas LuxHub based in London, UK, speaks with Portada about current challenges in luxury goods and services marketing.

Because of the specific challenges luxury brands face, Havas has created its own unit in charge of working with clients in this sector and    create  marketing strategies that meets these brands  unique needs. “LuxHub is a 360 degree offering comprehending media services, creative development, trends and insights, and relationship marketing,” explains Tammy Smulders, Global Managing Director of Havas LuxHub.

LuxHub’s  media buying and planning clients  include Hermes, Hugo Boss, Gant, NetJets, Topshop/Topman, and Calzedonia. and it provides consulting services to brands including Marriott and Harrods. “Luxury brands face a range of marketing challenges and opportunities, these range from creating relevance with millennials to the shift in consumer priorities from physical products to experiences,” says Smulders.

To face these challenges, Havas’ LuxHub  relies on  a consultancy model that works with business challenges first, and leverages a toolbox of media and creative solutions to maximize brand growth. Some of their solutions are AffiLux, a premium programmatic ad-serving product, SociaLux, an influencer-marketing product, and mobile marketing solutions product  MobiLux.

Designing a media mix for luxury brands is a combination of science and art.

Launching LuxHub in Latin America

“We are launching LuxHub in Latin America, and Havas is fortunate to be media AOR in LatAm for a range of luxury clients,” says Smulders.

“The LuxHub will be based in Buenos Aires! We will have offices also in Mexico City and São Paulo,” says Smulders.

When working with Latin America, the main challenge is the macroeconomic situation. “2015-2016 was a difficult time for the region: negative factors included deflation, geopolitical instability and fluctuating currencies,” remembers Smulders.

Brazil faced a huge crisis, one of the largest in the past decades. Now Havas’ team is hoping the country will recover and start growing the GDP in 2017. In Argentina, the situation is similar to Brazil, and growth is expected by the end of next year.

The coming years will open up new opportunities for luxury marketers.  Contrary to other luxury markets, in LatAm, beauty & fragrances represent up to 70% of luxury goods & services advertising, and, despite economic challenges, beauty & fragrances are the only sector in the luxury category which have registered positive growth in the past two years. Fashion represents only 4% of the luxury ad spend. In some countries, like Mexico & Argentina, wines and spirits are growing and pushing sector.

Because of the size of the markets, and the type of consumers, Brazil, Argentina and Mexico are the pillars of LatAm luxury marketing. Mexico is expected to increase in 2016, and Brasil and Argentina in 2017.

Image result for havas luxhubThe Argentinean consumer, for example, is more sophisticated and the market is more mature than many others in the region. Mexico,is a mature market, but the consumer has a materialistic approach to luxury. Brazil is mature and is a blend of sophistication and materialistic tendencies, while the rest of the countries in the region are developing markets for luxury. Understanding this is essential to develop the correct strategic analysis.

Apart from the economy, the main strategic challenge for these brands is to approach the  local consumer with global brands. “‘Glocal’ insights – and not just regional but country-specific knowledge – are mandatory to fit with the clients’ needs,” considers Smulders.

When talking about which strategies work best for reaching these markets, it is important to know that in Latin America, the consumer is a digital researcher of trends and luxury. “Around half of the population uses internet but only 1% of luxury is sold online, not only because the consumer is seeking a real experience at the point of sale, but mostly because the luxury brands are not pushing their e-commerce,” admits Smulders.

“We are shifting from media-centric strategies to consumer-centric strategies. Now it is  all about understanding the true relevance of each media strategy, touch-point, placement and creative.”

Print is the Leader When Promoting Luxury Brands

Even though digital media has changed how consumers interact with brands, “our research shows that, while digital is the most effective way for luxury brands to reach the under 35 audience, for consumers over the age of 35, print is still the leading channel for luxury brand discovery and affinity building. Beyond that, there remains a feeling that, as citizens of the fashion and luxury world, brands are expected to reinforce their positions in established influential titles such as Vogue,” says Smulders. This explains why we still see Vogue September editions with more than 600 pages.”

Even in LatAm print remains a key media vehicle to reach the traditional consumer. “But not only the older ones, younger Millennials (18- to 24-year-olds) are reading more fashion and beauty magazines, whatever this influential demographic does, expect others to follow,” ads Smulders.

Even if print circulation, in terms of numbers, is decreasing, it is becoming more “valuable” because in these times of  “digital rushing”, having time to read a magazine and enjoy the content helps the consumer understand and engage with the brand.

The content and the quality of the product is fundamental, because it represents the characteristics and the needs of this luxury consumer. New trends will use print to communicate their values and show how different they are from the rest of the society.

The challenge for luxury brands is to be close to consumers by generating content that is attractive and shareable over social platforms. This is why, “independently from the touch points we select to reach this consumer, content creation and experience are key to generate engagement with them,” Smulders concludes.

July was a very busy month for me, and I’ll tell you something about it in this month’s digital bites. As much as the idea behind this column is to talk about others (nicely), it made me want to share my own bites with you. After all, almost all of the people I write about are my colleagues!

So Glamorous

humbertoAt the end of July, I had the pleasure of meeting Humberto Hernandez, the new business director at L’Oréal Luxe. He was only in Argentina for a few days for a trip related to L’Oréal’s luxury brands (Kiehl’s, Clarisonic and Urban Decay). We had a great time making the rounds of the best bars in Buenos Aires while we talked about our trips and professional activity. Friends from the industry already know: let me know when you’re here and I’ll gladly take you around the city (and while we’re at it, you’ll give me material for this column). Another thing: Now I really want to try some Kiehl’s products. Excellent one-on-one branding, Humberto.

Mobile Summit Argentina 2016

Marce Garcia Cisneros, the founder and CEO of Rekket, invited memarce to the Mobile Summit Argentina 2016, organized by the Argentine Mobile Association. The event, which took place on July 13 at the Sony Theater, was a great opportunity to listen to the experiences and lessons from different local players, as well as interact with colleagues and friends. Everyone was there, even the members of the Mobile Marketing Association. We’re like that: competitors, colleagues and friends. In the end, we’re all betting on growth in the digital market.

Where Did Yahoo’s Employees Go?

In mid-June, I ran into Ale Fishman (ex country manager at Yahoo Argentina) at a Social Media Week Mexico event, and he commented that he had recently joined Keynetic Digital as the commercial director for LatAm. Keynetic Digital belongs to Mariano Burstein, who was the general manager of Yahoo Argentina until May 2008.

alfredoLuis Arvizu, who was the general manager of Yahoo Mexico until March 2016, is now the commercial VP for LatAm at MediaMath.

Alfredo Sanchez, who was the sales director at Yahoo Mexico until January 2016, recently joined Televisa Interactive Media as the digital commerce director (he was previously at Simek as the country manager for the Mexico office).

In all three cases, programmatic buying was the first obligatory destination in a “leap of faith” after so many years at a company that was predominantly focused on branding. If there were any doubts about where the market is heading…

Neither Dull Nor Lazy

The Brand100 organizers (“the” annual event in Argentina, for which media outlets pay to bring their most important clients in the region) were smart in choosing Rio de Janeiro as the host city for this year’s event. While it is cutting it close to the end of the Olympic Games, don’t tell me that it wasn’t opportune to take advantage of the press that will be there for the sporting event. An excellent consolation prize for everyone that wanted to go to the games  (although it’s a work-related event, of course).

IAB Now 2016

The most important annual event for the IAB Argentina will take place August 25 in the theaters of the most important local shopping center. Among the confirmed speakers are: Maren Lau (IMS), Fernando Barbella (J. Walter Thompson London), Eric Tourtel (Teads) and Saul Hernandez (Mindshare). It’s going to be great!

From Havas Chile to Minga Digital

After 15 years at Havas Chile, (most recently as the general director), Gonzalo Parra has joined Minga Digital gonzalo(headquartered in Santiago, Chile) as the general manager. Good luck, Gonza! And thank you for always hosting me when I’m in Santiago.

A New Project

In September 2015, I decided to take a paid sabbatical (which is to say, travel and work remotely on different digital projects). It was the best decision that I could’ve made in this first half of my professional career, and I recommend it. I was in a hostel in Salta (a province in Northern Argentina), a four-star hotel in Miami and a friend’s house in Mexico (a country that I’ve been able to visit twice in this period). My last trip will be Spain in August (Madrid, Valencia, Ibiza and Barcelona). Not bad. Nonetheless, I was presented with a project that I couldn’t turn down. Soon, I’ll be updating my LinkedIn profile (for now, I’ll leave you with the intrigue).

Join us at PORTADA Mexico!

Hello, friends! Here I am again, with the highlights of the month: moves, international events and “gossip” that my industry friends share with me. What would I be without them?

PortadaLat – Eighth Edition

In the beginning of June, the eighth annual edition of PortadaLat, the event at which Portada brings together leaders in Latin American advertising and marketing. I missed it, but I heard that everyone was there: GroupM, Taboola, Nestlé, Facebook, OMD, MasterCard are just some of the companies that sent distinguished “speakers” (Of course, the list is longer. The complete list is here).

Everyone to Cannes

foto will smithFrom my control panel (well, really, from the social networks that I tend to use), I saw that there were a few digital industry presenters at the Cannes Film Festival. I saw that Fox, IMS, Teads and Headway were there, at least. They posted pictures of the event (including an interview by Edelman with Hollywood actor Will Smith, broadcasted live from the stage), and even photos of their trips through Monaco, Paris and Côte d’Azur in their free time. How glam.

Havas Mexico

agustina escuderoAt the end of May, a friend at Havas Mexico (whose name I won’t reveal) sent me a Facebook message: “I have a great one for your next number: Agustina Escudero, who was the Head of Programmatic at Affiperf, will be directing Mobexpara Mexico. This shows the importance that Havas will give mobile from now on.

Thank you for the info, Havas, and good luck, Agustina.

david fierroFrom Banamex to Banco Azteca

I’ve been told that David Fierro, VP of retail bank marketing at Banamex, will continue his professional career as director of marketing at Banco Azteca. Good luck, David!

Social Media Week Mexico

lore smw mxI was at the second annual edition of Social Media Week Mexico, at which Google, Audi, Coca-Cola, Instagram, LinkedIn and Twitter, among others, shared their experiences and lessons in the social media world. It was an intense week, and very inspirational. Thank you for the invite, Pau Cutuli!

Coca-Cola and Branded Journalism

At this Social Media Week Mexico, Coca-Cola spoke about a part of their content strategy. If you’re interested in learning a bit more about it, you can check out this link.

Telefe Launches an e-Commerce Store

It seems like Telefe, the Argentine TV channel, will launch its own e-commerce store with the objective of electronically commercializing products related to their content. An interesting twist in bringing TV branding online.

Did You Miss PortadaLat?

If you couldn’t attend the Portada event in Miami, don’t worry: you can access some of the interviews through this link and here you have pics and editorial coverage. Plus, we are already preparing for the Portada event in Mexico this October. I hope not to miss that one, since I love Mexico so much (and having fun with my industry friends, of course).

That’s all for now, friends. Keep me updated about your news!

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.

 

November is an intense month that sometimes resembles those football games in which the adjustments necessary to reach the desired results are achieved in the last minutes. Business events start to mix with holiday parties. Meetings start to smell like 2016. Some decisions are put on the backburner until next year, and others are made in advance.This is the situation we are as we approach the end of November, and here are a few of the month’s latest developments.

Movement in Chile – Part Two

claudio perezA few weeks ago on LinkedIn I found out that Claudio Pérez (whom I used to see frequently on my trips to Chile for Havas) has moved to IMS, which is precisely the team that commercialized LinkedIn. I contacted him, and he commented that he moved over there to replace Alejandro Trujillo, who recently left the position to head over to TAPTAP Networks (in case you didn’t read my latest column, here it is).

Good luck, Clau! (I wonder who will be meeting me when I head over to Havas Chile?)

E-Commerce and Inspiration

I was in the first edition of the Mercado Libre Talks, an event (from what I can tell) with similar characteristics to TED, but with a local focus on global tendencies in innovation and technology as applied to business.

As much as these talks were done by professionals and entrepreneurs of the likes of Marcos Galperín (founder and CEO of Mercado Libre), Roby Souvirón (founder and CEO of Despegar.com), Federico Procaccini (country manager for Google Argentina), Daniel Rabinovich (CTO of Mercado Libre) and Alejandro Zuzenberg (director of Facebook Argentina), I believe that the best part of the event featured the three “best vendors” on Mercado Libre, who were recognized with the award for the best success case.

The competition consisted in a series of interviews with vendors that were pre-selected by Mercado Libre with a focus on the importance that the platform has for their business. These interviews and presentations (which were shown at the end of the event) had been recorded and edited into a “reality show”style video.

I think we all found the stories to be fun and memorable (and emotional), as some of them remembered their off-line business failures, and that thanks to the digital platform created by Mercado Libre, they were able to revive their businesses and improve their and their families lives in different ways.
It was a nice way to close the event.

Audio.ad Incorporates New Media

I spoke to Gonzalo Alonso, the managing director of Audio.ad, alonsowho told me that their office in Colombia is about to close down as a new agreement is signed with some of the most important music streaming services in Europe. Apparently, the platform (whose catalogue contains 35 million songs and is available in 182 countries) will be operating out of Brazil, with a central office in Paris.

Intriguing, Gonzalo!

Digital Talents Are Produced (And For Sale)

Lorena Amarante, one of the pioneers of the Argentine digital lorenaindustry and co-founder of OM Latin America, commented that (on top of continuing with different capacitations in digital marketing) they have just launched a talent search and selection service for the digital industry.

As of now, businesses that are interested in incorporating specialized professionals can trust the expert eyes of the team behind OM Latin America.

For more information, visit: www.omlatam.com

What a great project, Lore!

The Mobile Marketing Association (MMA) Event

goldyJuan Göldy (the fabulous president of the MMA) and Soledad Moll (the general manager of the MMA) invited me to the MMA Forum Argentina 2015, an event dedicated to thinking about mobile marketing from the inside.

It was a full-house (which is no small feat on a day that threatened to bring torrential rain to Buenos Aires).

The organization didn’t leave anything to chance: from relevant presenters (providers of mobile solutions, brands and agencies) to the impeccable catering.

When’s the next one?

Headway Digital Gets Ready to Party

In the last column, we had commented that headway (MediaMath‘s exclusive partner) is turning five years-old. The moment to celebrate has arrived: On November 25, there will be a cheers at a well-known bar in Buenos Aires. Of course, I’ll be there, listening for any new developments.

See you in December!

A speaker roster of all-star Marketing and Media Stars is all set for our fifth annual Foro Portada Mexico in Mexico City’s Hotel Presidente InterContinental on October 13.

C-level Executives of Unilever, Havas Media, Mindshare, YuMe, Volaris, Versy , Google, Medula and  Cerveza Victoria will dissect key themes impacting Marketing in Mexico as well as spot key trends for 2016.

Copy of foromex15-eblastTopics they will explore

  • 2016 Latin American Online Video Marketing Trends  (Breakfast sponsored by Yume)
  • Marketing to the new Mexican Woman. Marketing how-to’s and Insights from Unilever.
  • Social Ads: “Social Messaging” and how it should be marketed. Opportunities for brands and agencies.
  • México as a brand: Actionable Insights on how the Brand Mexico should be marketed in Mexico and internationally.

More details in the agenda.

Tickets are going fast!  Take advantage of the special online promotion (US $199 only!).

Top Marketing and Media Stars participating in #PortadaMex include:

  • Miguel Vera, Director Myriad, México
  • Ricardo Rivera, Head of Marketing, Volaris
  • Javier Chanfreau, CEO, Medula Network
  • Juliana Sarria, CSL of Strategy and Product, Arena
  • Jorge Guglielmone, CEO Latin America, Mindshare
  • Eduardo Angulo, Marketing Director México, Unilever
  • Marine Garmrouguian, Head of programmatic Havas Media Group
  • Gustavo Rivera, Director de México, Emerging Markets YuMe
  • Santiago Duran, Media Strategy Lead – Spanish LATAM, Google
  • Edson Noyola, Director, Cerveza Victoria

Tickets are going fast!  Take advantage of the special online promotion (US $199 only!).

Sponsors

Online Video Breakfast Sponsor
YuMe

Silver
Versy

Bronze
Medula

Exhibit Table
La Voz Media Group

To get information on how to participate in this important event, please call Bob Oliva al  1 (305) 546-1515 or e-mail him at bob@portada-online.com

Avocados from Mexico, (AFM) the not-for-profit organization that markets the Mexican Hass Avocados Importers Association and The Association of Growers and Packers of Avocados From Mexico, has an original digital marketing profile. To target both the overall U.S. population and the Hispanic population AFM has used relatively new digital media vehicles such as Periscope and iBeacon Technology. Additional projects include two soon to be launched Content Marketing platforms as well as digital and off-line integrations. We talked to Ivonne Kinser, head of Digital Media and Strategy for AFM.

The Digital Marketer, the Brand and its Agencies

Ivonne KinserKinser, joined Avocados from Mexico in 2014 as the Head of Digital Media and Strategy. At AFM she oversees the strategy on all things digital keeping the company on the cutting edge of the Web across the organization’s four business segments: Hispanic market, general market, retail and food service. She has a cross-market approach. Kinser works with Havas Media, including Arnold Worldwide, as AFM’s media agency for the general market. “Inspire is our Hispanic AOR agency, including traditional media planning and buying, and we will announce very soon a new partnership with a group that will become our digital AOR,” she says.

The profile of the Avocado Consumer: The “Nueva Latina”

Kinser notes that AFM targets the “Nueva Latina”, who falls into two groups based on acculturation, demographics and psychographics. The Nueva Latina is ambitious, optimistic and enthusiastic about their chapter in life. She is progressive and has big dreams and a “can-do” attitude. In my space (digital), this Nueva Latina is a heavy mobile user, always connected, and very social. They use internet daily and is more likely to research and purchase products online, so when it goes to our media mix, digital is definitely a very important piece of it.” Kinser adds that Hispanics are heavy consumers of avocados because avocados are part of their roots and their heritage. It is not a novelty for them but more a tradition. Our Hispanic marketing challenge is not to raise awareness about avocados, but to develop a message that enables and inspire the Nueva Latinas to reconnect with their culinary roots by adding some avocado to the dishes they like the most, no matter what they are. The versatility of the avocado is the perfect attribute to support that message as one that is genuine, honest, credible, and well supported.”

Our Hispanic marketing challenge is not to raise awareness about avocados, but to develop a message that enables and inspire the Nueva Latinas to reconnect with their culinary roots.

4 Content Marketing Platforms: Retail and Food Services to be Launched

Content Marketing

AFM has 4 marketing platform, (websites), and multiple social platforms. Kinser notes “”Regarding our marketing platforms, we have one for each of our four market segments: The Hispanic market website AguacatesdeMexico and the general market website Avocados from Mexico were launched at the beginning of this year and at the end of last year respectively, and the retail and the food service websites will be launched within the next couple of weeks.” Kinser believes that catering to each segment with customized and relevant content to address the specific needs of each of them” is a key component of a successful content marketing effort. “Although some information such as avocado nutritional benefits and avocado uses is consistent across all platforms, there are some sections and specific content within each website that is developed for each of the segments based on the unique insights of each. In fact, the platform that we built for the Hispanic market is a dual language platform because our target, (the New Latina, is for most part bilingual and bi-cultural). Those are the kind if insights that we took in consideration when we developed the platforms strategy.

Off-Line and Online Integrations: The Super Bowl Ad

superbowlHow does AFM integrate its online marketing (paid, owned and earned) with its off-line marketing efforts? According to Kinser, “The keyword is “consistency”. We have a digital strategy in its own, which is based on digital intelligence and data gathered from the millions of interactions with our users across our multiple owned and earned platforms, but as part of our holistic plan we also support offline messages across our four segments: retail, food service, Hispanic and general market.”
A relevant example that comes to Kinser’s mind is the digital platform that AFM created around its TV spot during the Big Super Bowl Game in February. “We leveraged an event of such magnitude to create a 360 digital platform around it, which not only increased the reach of that TV message, but that it also ranked our brand as the top #2 among the top 10 (digital) performers of the Big Game. A significant accomplishment considering that we are a relatively new organization competing in that category with pretty big players in the digital space such as Toyota, Nissan, Dove and Anheuser-Busch, among others.”
She adds that The Beacons platform, explained below, is another example of digital and off-line integration. “We leveraged our capability to communicate directly with our customers while they are shopping in-store in any of our retail partners, to support the POS, print and radio messages.”

Join us at PORTADA Mexico!

Digital Innovations: Using I-Beacon Technology ….

Patrick Leddy of Pulsate

AFM recently became the first produce brand that leveraged the iBeacon technology to establish a permanent communication channel with millions of shoppers in 250 locations across the U.S. Kinser explains that “Bluetooth beacons are essentially tiny sensors that send out signals which, when picked up by mobile devices, can trigger specific actions in apps. Beacons are typically powered by a coin cell battery that can last for up to two years. The signals only work with apps designed for specific beacons.” She adds that “AFM deployed 280 (branded) store displays equipped with a battery powered iBeacon to grocery stores throughout the US, and launched our beacon app iAvocado. So customers with the AFM iAvocado Mobile Application (both Android and Apple) can receive targeted recipes, videos, or coupons delivered directly to their phone when they walk within 50-feet of an AFM grocery store display. The content that is delivered to the customer is managed through a Content Management System that is hosted on Amazon Web Services. Our media agency can monitor resulting analytics including when a customer download the app, is near a beacon enabled grocery store display, visited an AFM webpage from the application, watched a video, or redeemed a coupon.”

Bluetooth beacons are essentially tiny sensors that send out signals which, when picked up by mobile devices, can trigger specific actions in apps.

To drive iAvocado app downloads AFM partnered with Inmobi, a mobile-first customer engagement platform to launch a geo-fenced mobile campaign. “Through our retail division, we partnered with some of our clients including Superfresh, Pathmark, A&P, Food Basics, Best Cellars, Waldbaums and Food Emporium to deploy our Beacons platform in-store, in specific locations within their chains. This initiative is part of our long-term mobile strategy that aims to strengthen our communication with our consumers by providing them the information and offers that they want, where and when they want them and need them”,  Kinser says

…and Periscope.

In April , Avocados From Mexico, by the hand of its agency of record Arnold Wordwide (Havas), became the first produce brand to engage their fan base and the world using Twitter’s new Periscope live-video streaming platform. When asked on whether there was a Hispanic specific targeting component in the Periscope campaign, Kinser answers that “when we experiment with new platforms we take a market agnostic approach. In those cases our segmentation is a behavioral one. We target communities of early-adopters with high affinity with the platform we are testing, whether they fall into the Hispanic segment or the General Market segment.”

Join us at PORTADA Mexico!

With the start of the Copa America 2015,  June 11 until July 14 in Chile and one of the most anticipated sports events of the year, soccer passion and emotion will be running high throughout Latin America. While the popularity of soccer is very widespread throughout the Southern continent, what soccer means to fans and how they live their passion is very different. Havas Sports & Entertainment’s  has published the study: “Fans, Passions and Brands”, which surveyed 21,000 fans across 16 countries, and aims to understand the motivations and behaviors of soccer fans and their relationship with brand sponsors.

FPB Latam Copa America infographics -01The research provides a unique way to characterize fan attitudes and behaviors through eight Logics of Engagement, the various underlying motivations for fan behavior which demonstrate how and why fans live their passion for soccer.  The Logics, combined with fans’ media use, level of influence, other passions, and perception of brands, also allow us to uncover six distinct types of global soccer sofans.

A look at fans in Latin America

Photo: bistronovecento.com

Havas Sports & Entertainment’s study looked at fans in five Latin American countries: Argentina, Brazil, Chile, Colombia and Mexico. In these countries three logics of engagement stand out in comparison to the global population:

  • The number one logic in Latin America and the one that stands out the most is Pride: a third of Latin American fans engage through this logic, 19% more than the global population, which characterizes fans who feel and showcase their deep satisfaction with the achievements of their team.
  • The second logic that emerges is Immersion, which describes 29% of fans in Latin America, 12% more than global fans, which typifies fans who get completely absorbed in the emotion of the game.
  • Play is the third logic that stands out, defining one fourth of Latin American fans, 12% more than global fans. Fans who engage through this logic enjoy participating in activities related to the sport itself, whether physically or virtually.

Furthermore, among the six global soccer fan profiles discovered by Havas SE, one fifth of Latin American football fans are Guardians, which is 42% more than the global population. Guardians connect to soccer through the beauty of the sport and its history, stories and legends like Maradona and Pelé. These fans see themselves as the protectors of football’s rituals and customs. With a preference for club teams over their national teams and a traditional outlook, these fans are avid readers of their local sports pages and are influential face to face. They are also generally aware of brand sponsors.

One fifth of Latin American soccer fans are Guardians, which is 42% more than the global population

Differences across Latin America

169996249_4066c1d937_oWhile we can find some general trends across the Latin American population, these fans are not all alike.  There are some significant differences in preferences and behaviors among these countries. Most notably:

  • Fans in Colombia overwhelmingly prefer their national soccer team to club teams or any other teams, with 73% of the population. This is 55% more than in any other Latam country.
  • Brazil has the most longtime fans, with 81% being fans for over 10 years, which is 40% more than in Latin America generally.
  • Chilean fans are the most likely to enjoy the entertainment aspects of soccer, with 31% engaging through the Logic of Entertainment, 11% more than when compared with other Latam countries.
  • Argentine soccer fans are the most appreciative of brand sponsors in football: 51% of them enjoy attending events organized by sponsor brands as they feel sponsors enrich their fan experience. This is 22% more than across Latam.
  • Mexican fans are the most tech savvy, with 55% using second-screens at the stadium to search for information or post about the match, which is 15% more than across the region.

The impact for brands

4355447603_c1c3b1699f_oAs we can see, fans’ passion for soccer is very nuanced. Only by understanding the meaning of the game for each fan can brand sponsors effectively leverage the sport as a communications platform to reach their target audiences.

Soccer fans in Latin America are a very interesting target for brands because they are more receptive than the global population to brand sponsorship, particularly in terms of brand image and purchase intent. Over half of Latin American football fans (55%) believe that football sponsorship improves the image of a brand, which is 22% more than the global average.  Furthermore, half of Latin American football fans believe that football sponsorship encourages them to purchase the sponsor’s products, which is 26% more than the average globally.

Soccer fans in Latin America are a very interesting target for brands because they are more receptive than the global population to brand sponsorship, particularly in terms of brand image and purchase intent.

How should brands communicate with this audience? In Latin America where nearly one fifth of fans are Guardians, brands should look to reach these fans through storytelling.  Campaigns that evoke the beauty of the sport, its most spectacular moments, and its legends will appeal to these fans.

Looking ahead to 2016

For its 100th year anniversary in 2016, the Copa America Centenario competition will be hosted by the USA. While Americans are developing a growing interest for soccer, or shall we say soccer, with one third being fans for less than two years, a certain segment of the population remain the historic fan segment: Hispanic Americans. They share the love of football and a common language with their Southern neighbors; however, their relationship to football is different given where they live.

Firstly, they are 5 times more likely to support a team other than their National Team (Team USA), meaning that a significant number support the National Team of their country of origins or that of their parents/grandparents.

Secondly, soccer plays a cultural role and represents a way for these fans to breach the distance with their country of origins. As a result, the Logic of Identification plays a much greater role than for the rest of fans in Latin America. One out of three Hispanic American fans relate to soccer through Identification, which means that they see their passion as a part of who they are. Football is a way for these fans to be closer to their country of origins and connect with this culture.

descarga (1)Havas’ Meaningful Brands 2015 study reveals  that brands do matter in LatAm, as the disconnection to brands is lower  than globally, which means the connection with brands is healthier than in other regions.

Latin America outperforms global results by 7 percentage points in “brand attachment”. In LatAm 47% of the people would care if the brands analysed disappeared, while worldwide it is just 40%. It is more equivalent to Apac, the second most attached region in the world.That’s because in LatAm people still “believe” in brands: the level of Trust is high, as 69% of brands are trusted (global, 50%), with 38% of brands notably improving our Quality of Life (28% global.)

In LatAm people still “believe” in brands: the level of Trust is high, as 69% of brands are trusted while Globally the level is 50%.

The widening polarization brings different challenges that require different approaches. Understanding the key drivers by category and market, a must for brands to reconnect:

CountryTop Brand Per Country
BrazilNestle
MexicoNike
ArgentinaLa Serenisima
PeruGloria
ColombiaGoogle

Inside LatAm, Colombians are the most attached people: 55% of the people would care if the brands analysed disappeared, while in Brazil that ratio goes down to 44% and in Peru it’s 50%.Food, Beverage, Consumer Goods and Automotive demonstrate to be more meaningful in Argentina than globally, while Technology (influenced basically by telcos brands) and Retail are less meaningful in that country.In Colombia, 41/62 of brands researched have a quality of life value of 50% or higher, which means that 50% of the population consider they are contributing to improve their quality of life.The level of interest in brands in Peru is higher than the global average:54% declare that they regularly seek out information about the behaviour of companies and brands, while worldwide it’s 37%.

Inside LatAm, Colombians are the most attached people: 55% of the people would care if the brands analysed disappeared.

New and actionable Insights on Brand Leadership in Latin America are going to be discussed by cutting-edge Brand Marketers at Portada’s Latin American Advertising and Media Summit in Miami on June 3 and 4. Thought leaders include Jon Suarez Davis, VP, Global Media & Digital Strategy, Kellogg Company, Ruben Leo, Marketing/Digital Marketing Director / Mexico & International, Genomma Lab, Denisse Guerra, Regional Marketing Director, Latin America, The Estée Lauder Companies, Manuel Medina Riveroll, Marketing Director Mexico, Bayer and Pedro Tabera, President/CEO, Mercedes-Benz Mexico.

Mexico results

Most of the brands are well established companies with a long history in Mexico. The rest are tech oriented companies (meaningful because they make life easier, and people feel proud of using them). Home care and Dairy are the sub-sectors with the highest average attachment, Lala and Cloralex are the  leading companies.These are the key findings:

  • Overall happiness in Mexico (7,81/10) is higher than the Global average: 6,85
  • And people also see relationships with brands in a more positive way: 66% believe brands can play a role in improving their quality of life and the wellbeing of their family (52% ww-worldwide)
  •  People in Mexico also like to be informed: 52% regularly seek out information about the behaviour of companies (37% ww)
  • 59% consider the impact of a brand on people’s wellbeing when they are deciding whether or not to buy it (43% ww)

Brazil results

The Brazilian economy has been struggling to grow, and this is reflected in the main drivers of Attachment and perceived Quality of Life.Interesting to see that the Top 5 Meaningful Sectors are those that are taken as a conquest or aspirational to Brazilians since the Economic Boom in 2008 (exclusion of Auto) and taken as conquests on Brazilian daily life.The same happens when we look to the brands – which have an avg. better performance on Quality of Life than Attachment – enhancing Brazilian daily life in many aspects.Key findings:

  • Nestle and Danone bring added value products to Brazilians tables, being leaders inspiring confidence.
  • Google is unquestionable making people’s lives easier and thus providing peace of mind.
  • Natura and O Boticario, the only two Brazilian brands and completely linked to Personal dimension, extremely important to Brazilian.
  • Visa and Mastercard: making life easier by being enablers of recent conquests.
  • And the tech brands that display status, bringing satisfaction and happiness.
  • 72% of Brazilians declare that, when they have a bad experience with a product/service, they often share it with a number of people.
  • But, on the other hand, Brazil is a high interesting market for brands that want to lead and be innovative, as there is an open-minded attitude towards state-of-the-art products: 65% would pay more for high-quality items, 42% could not live without being connected 24/7 and 71% often follow the latest news

Argentina results

The three most important things for Argentinians to be happy and satisfied with their quality of life are: to achieve a better standard of living, take notice of and enjoy the small things in life and have people in their life who really care about them. There are no significance differences between sex or ages.In terms of expectations:

  • 77% of Argentinians believe that companies and brands should play a role in improving their quality of life and wellbeing and 70% consider that companies and brands should be actively involved in solving social and environmental problems. These percentages are slightly lower than those recorded in the previous wave.
  • 56% believe that brands can play a role in improving their quality of life and the wellbeing of their family.
  • While Argentinians will recognize a brand’s role in the quality of life improvement, 66% believe that the change will come from people.
  • Only 27% consider that companies and brands communicate honestly about their commitments and promises.
  • Finally, 38% of Argentinians generally trust brands.

In Argentina meaningfulness varies across categories: Food and Consumer Goods are best valued. In contrast, Telcos, Finance & Insurance and Department Stores have the lower levels of meaningfulness. They have the greatest challenges in the future.

In terms of brands, comparing Argentina’s top ten brands with the Global top ten brands:Samsung, the first brand in terms of Global Meaningful Brand Index, has the second position in the Argentina Meaningful Brand Index. Consumer Electronics.La Serenisima continues to lead the ranking in Argentina.Dove, Gillette, Knorr and Philips have better position in Argentina than Global top ten.

Colombia results

In this country, expectations are really high, but those are not totally covered:

  • 87% believe brands should play a role in improving our quality of life and wellbeing.
  • And 72% think brands can actually play that role.
  • The risk is that just 47% feel brands are working hard at it (global average is 39%)
  • 65% declare they consider the impact of a brand on people’s wellbeing or the environment when they are deciding whether or not to buy it (globally this is just 43%)And even if this trust is not enough to be meaningful (as we saw just 47% of Colombians feel brands are working hard), it is a pre-requisite for brands to deepen connections and be allowed to play a meaningful role in people’s lives

In Colombia, meaningfulness varies across categories: Healthcare and Food are the most meaningful categories. Finance & Insurance scored lower on MBI. Healthcare is one of the worldwide “Star” categories.FMCG’s traditional brands remain amongst the top as they largely contribute to improve our daily lives.

  • Food is one of the most meaningful categories, attaining strong Attachment and Trust. This brands are especially meaningful for making our daily lives better prevailing the rational benefits of savings, convenience, health or better nutritional habits.
  • Technology is becoming increasingly meaningful worldwide. And in Colombia 1/5 declare they could not live without being connected 24/7; and 1/3 say they are always the first to try new products
  • The highest level of Advocacy is for Sony (92% of the people would recommend the brand to their acquaintances). This brand ranks 5th globally, enjoying the high meaningfulness and trust that the whole category shows.

 Peru results

  • In Peru, 50% of people would not care if the brands analyzed disappeared.
  •  52% of Peruvians think those brands notably improve their quality of life.

In Peru the most significant brands belong to the food and beverage industry (Gloria, Inca Kola and Nestlé), while globally the brands that stand at the top are those related to the tech industry (Google, Microsoft, Samsung and HP among others).

  • The level of interest in brands in Peru is higher than the global average:54% declare that they regularly seek out information about the behaviour of companies and brands, while worldwide it’s 37%.
  • 61% declare they consider the impact of a brand on people’s wellbeing when they are deciding whether or not to buy it (43% ww).
  • 62% declare they often buy from companies with a reputation for having a purpose other than just for profit (49% ww)

There is an opportunity for brands to offer a more holistic & meaningful approach, increasingly driven by personal wellbeing, delivering what really matters to people.So the widening polarization brings different challenges that require different approaches. More than ever, a “global approach” is key for global brands to adapt and respond to the context and expectations of each local market.

Slippery brands get entertaining, enticing Hispanic consumers to pay attention.

Havas Goes Faux for DishLATINO

streakerTo excite Hispanic consumers about subscribing to DishLATINO, Havas tapped Mexican TV actor and comedian, Eugenio Derbez for a new spot called Streaker. It eased the campaign by “leaking” what looked like a cellphone video showing someone streaking at a soccer game.

According to the agency, “The leaked video garnered 2 million views in less than 36 hours—all from fans surmising whether the streaker was real or fake, trying to guess his identity, and even blaming soccer security guards for letting the fan storm the field in his birthday suit.”

The end of the Streaker video directs viewers to a “choose-your-own adventure” on the Dish site. Havas also created newspaper wraps for in key Latino markets; the wraps purported to be from fictional tabloid site Shocknoticias.com. Scandal seekers who went to the URL were redirected to a landing page on DishLATINO. And … there are even more components to this campaign. Read about the rest of them on Yahoo News.
[youtube http://www.youtube.com/watch?v=5ApZ75-8xYk]

Mazola Taps Professor and Bloggers

photo: Miami Mommy Savings
photo: Miami Mommy Savings

ACH Food Companies, owner of the Mazola corn oil brand, teamed with Latina Mom Bloggers and Florida State University for a digital influencer event in Miami. ACH and the blog network funded a study by Dr. Sindy Chapa, Associate Director for Florida State University’s Center for Hispanic Marketing Communication, finding that 80 percent of Latina mothers believe in keeping to authentic ingredients – like Mazola. The event featured celebrity chef and author Ingrid Hoffmann. The event generated social media coverage, while a sponsored campaign enticed bloggers including Miami Mommy Savings wrote posts featuring the event – and Mazola.

Spanish TV Booms while Mainstream Channels Weep

Mainstream television channels in the United States are suffering declining ad sales and weakening viewership, as younger folks go over the top and ignore professionally produced content in favor of YouTube, Vimeo and the rest. On the other hand, viewers are more than willing to watch appointment TV shows like telenovelas or Liga MX football, according to the Financial Times. Maybe that’s why, in the first two months of 2015, ad spending at Univision and Telemundo rose 11 per cent, while total TV ad bookings fell by 12 percent.

Tono Studio Finds Niche in Nuance

Pundits keep admonishing marketers that their Hispanic-aimed ads must be authentic – and sometimes that authenticity comes down to very nitpicky stuff. A case in point is Tono Studio, the Los Angeles commercial audio company that helps advertisers with every aspect of sound design for a spot, from casting to sound design. A profile in the New York Times explains how Tono can capture a Spanish-speaker’s laugh or make sure that a dog’s bark sounds just right to a Hispanic ear. The studio’s latest focus is bringing that same authenticity to Spanglish.

Sponsored Mobile App Aids SMBs

The Hispanic Chamber of E-Commerce released an app for small businesses. Wells Fargo underwrote the mobile app, which aims to provide Hispanic SMBs with will provide business development opportunities, education, and connectivity.
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How Havas’ deal with NewsCred extends to social media and will go around the globe. LatAm is part of the deal and NewsCred is talking with brands targeting the Brazilian market.

photo: Javier Micora
photo: Javier Micora

Every brand wants to do content marketing, and that means every agency has to build this expertise. Dominique Delport, global managing director of Havas Media Group, said in a press release, “2015 is the year of content for Havas.”

If so, Havas is trying to get a jumpstart on it by forging a global partnership with NewsCred. The deal gives Havas and its clients access to more than 5,000 publishers in dozens of languages.

NewsCred connects content creators and content marketers, providing access to curated content, as well as software that lets brands manage, publish and track it. It contracts with major publishers, as well as freelance content producers, in order to offer licensed content to brands and marketers. Last year, it expanded into Latin America, with licensing agreements with AFP Espanol, Huffington Post Voces and EFE, among others.

Imam Ramani, NewsCred
Imam Ramani, NewsCred

Iman Ramani, NewsCred’s head of agencies across EMEA, explains that there are a lot of elements to content marketing, from managing writers, trafficking content and amplifying it via social media. “We’re here to simplify processes around content marketing and allow brands to scale with licensed content,” he says. “We’ve built an end-to-end content marketing platform that allows brands and agencies to simplify processes and scale with licensed content. They can create their own content but also, every day, supplement that with interesting articles from major publishers.”

The deal will also integrate NewsCred’s platform with that of Socialyse, the Havas social media agency. Havas operates social newsrooms in London, New York and Paris, and plans to open even more this year.

“We can expand the Socialyse offering, and we believe that’s the main reason we signed this partnership,” Ramani says. The partners are evaluating how to bring together the multiple analytics tools Socialyse has developed with NewsCred analytics in order to make it easier to manage social campaigns.

Those analytics will include data flowing in from the Global Music Data Alliance, a newly announced partnership between record label Universal and Havas Media. Delport told Rolling Stone, “We will have so much data that we can leverage for the purpose of better understanding the consumer and creating better experiences.”

At this point, according to Ramani, most of the international action is in the UK. He’s found that new media, tools and tech take hold first in the United States, followed by the UK, with other regions coming aboard later. But sales conversations are taking place in France, Germany and Spain, he adds. Ramani notes that Brazil holds Facebook’s second largest user base, and NewsCred is talking to a couple of English brands that want to focus on Brazil.

NewsCred is talking to a couple of English brands that want to focus on Brazil.

Havas is not the only network expanding its content abilities. Publicis Groupe revealed that it’s in exclusive negotiations to acquire Relaxnews, a press agency that has expanded into consulting, producing and managing digital content.

Relaxnews recently launched a platform that combines data, content and services for brands and media. The agency, in partnership with Agence France Presse, works with more than 200 global clients, including Getty Images, Microsoft and Yahoo. Relaxnews would be aligned with the ZenithOptimedia network, while working with various divisions within Publicis Groupe.

How Havas’ deal with NewsCred extends to social media and will go around the globe.

photo: Javier Micora
photo: Javier Micora

Every brand wants to do content marketing, and that means every agency has to build this expertise. Dominique Delport, global managing director of Havas Media Group, said in a press release, “2015 is the year of content for Havas.”

If so, Havas is trying to get a jumpstart on it by forging a global partnership with NewsCred. The deal gives Havas and its clients access to more than 5,000 publishers in dozens of languages.

Havas is not the only network expanding its content abilities. Publicis Groupe revealed that it’s in exclusive negotiations to acquire Relaxnews, a press agency that has expanded into consulting, producing and managing digital content.

NewsCred connects content creators and content marketers, providing access to curated content, as well as software that lets brands manage, publish and track it. It contracts with major publishers, as well as freelance content producers, in order to offer licensed content to brands and marketers. Last year, it expanded into Latin America, with licensing agreements with AFP Espanol, Huffington Post Voces and EFE, among others.

Imam Ramani, NewsCred
Imam Ramani, NewsCred

Iman Ramani, NewsCred’s head of agencies across EMEA, explains that there are a lot of elements to content marketing, from managing writers, trafficking content and amplifying it via social media. “We’re here to simplify processes around content marketing and allow brands to scale with licensed content,” he says. “We’ve built an end-to-end content marketing platform that allows brands and agencies to simplify processes and scale with licensed content. They can create their own content but also, every day, supplement that with interesting articles from major publishers. ”

The deal will also integrate NewsCred’s platform with that of Socialyse, the Havas social media agency. Havas operates social newsrooms in London, New York and Paris, and plans to open even more this year.

“We can expand the Socialyse offering, and we believe that’s the main reason we signed this partnership,” Ramani says. The partners are evaluating how to bring together the multiple analytics tools Socialyse has developed with NewsCred analytics in order to make it easier to manage social campaigns.

Those analytics will include data flowing in from the Global Music Data Alliance, a newly announced partnership between record label Universal and Havas Media. Delport told Rolling Stone, “We will have so much data that we can leverage for the purpose of better understanding the consumer and creating better experiences.”

At this point, according to Ramani, most of the international action is in the UK. He’s found that new media, tools and tech take hold first in the United States, followed by the UK, with other regions coming aboard later. But sales conversations are taking place in France, Germany and Spain, he adds. Ramani notes that Brazil holds Facebook’s second largest user base, and NewsCred is talking to a couple of English brands that want to focus on Brazil.

Havas is not the only network expanding its content abilities. Publicis Groupe revealed that it’s in exclusive negotiations to acquire Relaxnews, a press agency that has expanded into consulting, producing and managing digital content.

Relaxnews recently launched a platform that combines data, content and services for brands and media. The agency, in partnership with Agence France Presse, works with more than 200 global clients, including Getty Images, Microsoft and Yahoo. Relaxnews would be aligned with the ZenithOptimedia network, while working with various divisions within Publicis Groupe.

Fernando Monedero colorPortada talked with Fernando Monedero, who was recently appointed LatAm Regional Digital Director of MEC. As we announced three days ago, Monedero was working for Havas in Miami as SVP Managing Director. He tells us about his new responsibilities at MEC and what he expects for upcoming years.

Portada: Could you tell us a little bit more about your new responsibilities?

Fernando Monedero: “As LATAM Regional Digital Director, I will work on translating MEC’s global digital vision and increasing our digital footprint across the region; driving MEC growth and recognition. I will support the region with a range of digital projects including fully integrated campaigns, paid media, search, social, content, performance and mobility. Working with my colleague Jose Miranda (head of Analytics and Insight, joined MEC 8 weeks ago) we’ll create, oversee and implement measurement programs where we have gleaned insights from campaign data and made optimization recommendations to the client. I will be responsible for inspiring the agency on new digital opportunities for clients and identifying how current programs can be enhanced with digital initiatives, developing agency digital strategy, product development and training, among much more. In a nutshell? Create a thriving digital culture.”

In a nutshell? I will be responsible for creating a thriving  digital culture.

Portada: What are your goals for this year? And 2015?

Fernando Monedero: “This is a winning team and  one of my goals is to be a part of that new business success, driving growth for our business. Another is to drive growth for our current clients especially in all things digital; inspiring integration, innovation and making digital a strategic imperative.”

Portada: If you have to bet on one digital platform in the Latin American market for next year, which one would it be and why?

Fernando Monedero: “I would say any Data Management Platform. I believe that it is crucial to understand how to leverage a marketer’s own data and supplement it with second party publisher data and third-party data to build a richer audience profile for developing insights and targeting.”

Portada: What do you expect for the programmatic buying in Latin America for next year? And the next five years?

Fernando Monedero: “I believe that programmatic buying can help publishers optimize their relationships with marketers and deliver higher ROI; being able to identify in real-time the person who is most likely to buy your product or service can save millions of ad dollars and dramatically boost ROI. I think the programmatic buying model will increase, as more and more media from news and magazine publishers, TV, radio and even print advertising become internet connected and increasingly absorbed via the internet, programmatic marketing will become more and more the norm. But the future will be what we at MEC call Audience Architecture, designing the best audiences for brands – that’s where MEC will be leading the pack.”

Audience Architecture is the future, designing the best audiences for brands.

 

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