Tag

Havas

Browsing

Fernando Monedero colorFernando Monedero has been appointed Regional Digital Director at MEC based in Miami. Before his new position at the Group M agency, Fernando was SVP Managing Director at Havas Digital in Miami. Monedero’s tasks at Havas will be assumed by Maria Jose Ezquerra Havas’ Head of Middle Office in addition to her role of leading negotiations, planning and buying for Havas Media.

The 2014 World Cup is over, but Soccer Marketing is definitely not. In the below interview, Alfredo Rodriguez, Vice President of Latino Marketing at DISH describes  the Direct-based-Broadcast-Satellite Provider’s “Juego Bonito” campaign and explains how  the Hispanic themed campaign was “crossed-over” to a Total Market effort. Plus how he measures the efficiency of online video advertising.

Dish_Brazil
Dish_Brazil

To reach a nationwide audience during this summer’s global soccer tournament, DISH collaborated with Google to develop a first of its kind presentation of “El Juego Bonito (the beautiful game)” across the web, including the first ever Spanish language masthead sponsorship in the U.S. on YouTube’s desktop and mobile sites (Dish.com/Brazil, or Dishlatino.com/Copa-Mundial). It began as a campaign for the DishLATINO brand that targeted the Hispanic market. Given the success of Juego Bonito in the Hispanic market, DISH launched in a crossover campaign and released the ads to the general market, including TV spots and innovative digital tactics. Below more insights and details from Alfredo Rodriguez, Vice President of Latino Marketing at DISH.

Portada: Which is Dish Latino”s Media Agency for the U.S. Hispanic Market, is it the same as for the general market? “Alfredo Rodriguez, Vice President of Latino Marketing at DISH.: DishLATINO has a dedicated team, which focuses on brand marketing, as well as the retention and acquisition activities of DishLATINO customers, partnering closely with MARCA and Havas on campaign creative. For the Juego Bonito campaign specifically, we worked closely with Havas Chicago.”

What media are being used to have users go to Dish You Tube Channels and online video offerings. E.g. in what other properties than YouTube are the “Jogo Bonito” videos being shown/ has online video advertising been bought?

Alfredo Rodriguez, Vice President of Latino Marketing at DISH.: “Throughout the campaign we incorporated innovative tactics, including custom rich media executions, interactive pre-roll on YouTube and MSN, homepage takeovers on YouTube’s desktop and mobile sites, and hashtag targeting. We bolstered video with Rich Ads in Search (RAIS) and placements, which serve a video that can be played by the user within their search results. We also sponsored the Univision “Mas Impactante (Most Shocking)” website, which is driving high interaction rates.

–       In the general market, DISH worked closely with Google to develop an innovative takeover of “Juego Bonito (the beautiful game)” across the web. Using a combination of search and video ads, DISH targeted fans searching for soccer on Google or watching a related video. Additionally, DISH placed the spots on late night television shows like The Colbert Report and The Daily Show with Jon Stewart. Finally, on Monday, June 16, we had a static takeover of the NASDAQ Tower screen in Times Square featuring a live social feed, and on Wednesday, June 18, our DISH Anywhere Juego Bonito spot ran 4 times each hour all day on the Tower.”

Is there any follow-up involved with this campaign after the World Cup.
A.R..: “The samba dancer is a metaphor for “Juego Bonito (the beautiful game),” making this campaign truly built for soccer fans and all the excitement leading up to the tournament. So while you won’t likely see much more of “Juego Bonito” after the soccer tournament, we believe that success stems from innovation—from our programming, to our advertising, to our technology—and we are always looking for ways to synergize across the brand. Stay tuned for the next big campaign from DISH and DishLATINO!”

What exactly is a Spanish language “masthead sponsorship” in the U.S. on YouTube’s desktop and mobile sites.
A.R..:  “
DISH worked closely with Google to feature the first ever Spanish language custom masthead at the top of the YouTube mobile and desktop website on Tuesday, June 17 and Wednesday, June 18. The custom masthead is an in-page unit running the full width of the YouTube homepage below the navigation bar, and included the Juego Bonito teaser video and links to the DISH and DishLATINO YouTube pages. See attached (Juego Bonito YouTube Masthead Takeover 06-18-2014) for a screen shot of what the masthead looked like to desktop users on Wednesday.”

Can you detail how you implement the cross over campaign or is it just to turn it to the English-language?

A.R..:  “The “Juego Bonito” campaign produced great results in the Hispanic market, so DISH decided to maintain the nasdaqsame theme and messaging in the general market crossover campaign. With that in mind, DISH made small tweaks to the creative and adjusted the subtitles to English, while keeping the focus of the videos on the award-winning features of the Hopper, including MultiView, an application that allows our subscribers to watch up to five views of the tournament games on Univision; Picture in Picture (watching two games at the same time); and DISH Anywhere, which gives DISH subscribers the power to watch all 64 games while away from home, where they have access to an internet connection.DISH also incorporated unique media buying strategies when bringing the campaign to general market, including placement of the spots on late night television shows, a takeover of the NASDAQ Tower in Times Square, and our partnership with Google for the first-ever Spanish language masthead on YouTube’s U.S. mobile and desktop sites. These tactics bolstered the results of the DishLATINO campaign, increasing our reach and driving awareness about DISH products, as well as engagement with the brand.”

What are the results Dish expects in terms of actual new subscribers throughout the campaign?

A.R..:   “We can’t go into specifics when it comes to sales expectations, but we are thrilled by the engagement and increased call volume we have received in correlation with the campaign.”

A.R..: How is the efficiency of online video advertising measured at Dish?

“The goal of this campaign was to drive engagement with the brand and awareness of the unique benefits of the Hopper, including MultiView, Picture in Picture, and DISH Anywhere. So far, we have seen great response to the videos and high levels engagement driven by “Juego Bonito.” Since its launch, some of the milestone results include:

o   More than 3.4 million total views of the Spanish language videos on YouTube,with an average completion rate of 17.75%, and more than 4.9 million views across both Spanish and English language videos.

o   10.36% interaction rate, which includes likes, shares, and engagements (average Undertone rate is 6.82%) an 8.28% click-through rate on our Undertone PageGrabber interactive display unit (industry click-through rate average for display ads is .10%).

o   Desktop display banners are driving a click-through rate of .26% (industry click-through rate average is .10%).

o   Other milestone results include:

  • Our BrightRoll interactive pre-roll has resulted in a 75% video completion rate.
  • Video and mobile within our Univision “Lo Mas Impactante” (Most Shocking) sponsorship are driving high interaction rates:
  • Mobile is driving a click-through rate of more than 20% (industry click-through rate average is .40%)
  • Video is driving an overall click-through rate of 12% (industry click-through rate average is .10%)”

This is the fourth of a series of articles about how Fortune 500 companies are leveraging the World Cup in their Marketing Campaigns. The first article was How Chevy leverages Soccer Passion for its new Hispanic campaign, the second World Cup Marketing: How Allstate enables Fans to send “Mala Suerte” to rival Teams and the third An in-depth Look into the Marines World Cup digital Outreach targeting Multicultural Millennials.

DOWNLOAD Portada’s 2014 Soccer Marketing Guide compiled in partnership with Soccer.com and AC&M Group.

A recap of major news on the Marketing and Media front from around the web compiled by Portada Digital Media Correspondent Susan Kuchinskas.

Felipe Esparza is “un Buen Fit” for Honda Fit

Esparza for Honda Fit Photo: iSpot.com
Esparza for Honda Fit
Photo: iSpot.com

Combine two of the most desirable and least-understood consumer segments – Hispanics and Millennials – and you get Hispennials, a target market everyone wants to hit. Honda has a big Latino campaign for its little 2015 Fit, using the bulky comedian Felipe Esparza  (photo) hype its many features to Hispennials. The TV spot, via Honda’s Hispanic agency Orcí, includes digital, experiential and social media components, according to Mediapost, based on the hashtag #UnBuenFit. Andrew Orcí, the agency’s CEO, says it’s the first fully integrated, bilingual campaign that Honda has done.

Latinas Lead Hispanic PR Push
Havas PR launched a multicultural practice that will focus on gaining earned media and social buzz within the Hispanic community. Havas Conexiones is led by by five Latinas with Argentinean, Cuban, El Salvadoran, Mexican and Puerto Rican backgrounds, stationed in Hispanic hot spots around the country, including New York, California and Texas. Havas Conexiones has released a report called Mi Casa en Los Estados Unidos: Millennials of the Border States. Among the findings is that 61 percent of the Hispennials surveyed said speaking Spanish was an important part of their lives.


Is “White” a Useless Demographic?
The New York Times followed up its June article on identity fragmentation among Hispanics trying to answer census questions with another piece that discusses the complexities of Hispanic racial and ethnic identity and points out that Hispanics aren’t alone in grappling with this conundrum: Many Arab-Americans don’t consider themselves white. What the NYT makes clear is that the concept of white as a race seems to be defined merely by the absence of any stronger ethnic identity. It concludes by quoting Kenneth Prewitt, a professor of public affairs at Columbia University and the author of “What Is Your Race? The Census and Our Flawed Efforts to Classify Americans,” who seems to think that race is an outmoded concept altogether.

Latinum Network Adds CPG Expertise
The brand advisory service appointed Graciela Eleta as senior strategic advisor. Eleta, formerly SVP of Univision Communications’ Strategy & Insights Team, also gained experience in consumer packaged goods, retail, over-the-counter health products and beverages when she served as vice president of Procter & Gamble’s Multicultural Division. Latinum Network is a member-based brand advisory network that provides proprietary research, a bilingual consumer community and a mobile platform.

First Original Spanish Netflix Production
NetflixNetflix will spice up its existing menu of Spanish-language content with what is likely the first original Spanish series produced by an over-the-top video service. According to Variety, the still-unnamed, 13-episode series produced by Alazraki Entertainment centers around a family feud among a family that owns a soccer club. The show will be shot in Mexico with a Latin American cast. The series is a smart move for Netflix as it continues its international expansion, but it will compete for eyeballs with ad-sponsored video and TV programming.

Join us at PORTADA Mexico!

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

Carlos Saldanha – Age Isobar Brazil :::  Daniela Glicenstajn Elkis –  Ogilvy Brazil ::: Sandra Quintero Abello – Facebook Colombia :::

mauricio.montenegroMauricio Montenegro has been promoted to SVP Head of Business Development & Marketing at Havas Media International. He is based in Miami.

 

 

 

cesar.ruizIMS has appointed Cesar Ruiz as its VP, US Sales. He will be in charge of the advertising sales efforts for IMS client and soccer proponent beIN Sports, which counts coverage of Spain’s La Liga, Italy’s Serie A, and France’s La Lique, among its key properties. Ruiz will be based in IMS’s New York office.

 

 

valdorValdor Technology International has announced that Hector Toledo, of Mexico City, Mexico has been appointed to the Board of Directors. Valdor has granted 350,000 incentive stock options to Mr. Toledo at $0.10 per share vesting every six months. These options have been granted for a period of five years in accordance with the terms and conditions of the Company’s Stock Option Plan. Valdor has agreed to pay Mr. Toledo a 5% commission on sales generated in Latin America and other areas where he has been instrumental in bringing in new purchase orders.

Brasil - Florence y Cassiano -Carlos Saldanha is the new executive creative director of  Age Isobar Brazil. Laura Florence will be in charge of the coordination of the creative team. Saldanha has worked in advertising for 15 years and 5 years as creative director of R/GA. He has worked for clients like  Nike, Mastercard, Google, H2OH!, Pepsi, Acuvue and Netflix.

 

Brasil - Daniela Glicenstajn -Ogilvy Brazil announced the hiring of Daniela Glicenstajn Elkis as client services director. She will report to Fernando Musa, CEO. Elkis has worked in Davis with Anselmo Ramos and Gaston Bigio.

 

Colombia - Sandra Quintero -Sandra Quintero Abello has been appointed director for Colombia at Facebook. She will be in charge of all the operations in the country. Abello has worked for Havas Media,  Havas Digital and Casa Editorial El Tiempo since 2005.

 

 

DISH has selected Havas Worldwide as its new digital agency of record to support its general market and Latino digital marketing needs. Dish Latino digital needs were previously handled by Miami based agency Media 8. Offline Hispanic marketing  will continue to be done by Hispanic Group  also out of Miami.

Havas WorldwideHavas WW was chosen after a comprehensive agency review led by Keith Nyhouse, vice president of digital marketing.

DISH Latino, the Hispanic-targeted offer by Dish Network, has been growing steadily in the past few years, growing its advertising and marketing spend “substantially, in double digits,” Alfredo Rodriguez, VP of marketing at DISH, told Portada in an interview last year.

Dish Latino was the ninth largest Hispanic market advertiser in 2012, according to data from Kantar Media with an overall advertising expenditure of US $87.5 million.

“As DISH continues to grow its brand in an ever-evolving digital landscape it is important we have the best advisors to move the company forward,” said Nyhouse. “We found that in Havas WW and are excited to work with them to continue building DISH’s business.”

Join us at PORTADA Mexico!

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

Havas / Ecuadorean Tourism Board – Ecuador ::: Nivea – Global ::: Artware – Argentina ::: Purina Pro Plan – Argentina  ::: Zastre Brand Builders – Mexico ::: Hitachi – Spain :::

havas-285x123Havas Media / Ecuadorean Tourism Board – Ecuador

Havas Media has won the account of the Ecuadorean Tourism Board

 

 

Human - Nivea 156

Nivea – Global

The Argentinean agency Human has been chosen by Nivea to produce its global ad campaign. The campaign includes multi-media actions: TV, print, digital and trade.

 

 

 

Minerbi - Artware 156Artware – Argentina

Minerbi/Silveira is the new corporate communications agency of Artware in Argentina.

 

 

 

Di Paola - Purina Pro Plan 156Purina Pro Plan – Argentina

Di Paola has been appointed digital agency of Purina Pro Plan in the country. The agency will be in charge of Purina´s digital marketing, creativity and online communications. Di Paola also works with Nestlé and Dolce Gusto.

 

 

Zastre

Zastre Brand Builders – Mexico

Miguel Fernández Sitges, dreams builder director and Gabriel Chairez Montalvo, strategy builder director have founded Zastre Brand Builders.

The agency will provide its clients with ATL and BTL, creativity, media buying and planning, digital media, PR and communication strategies.

 

Hitachi

Hitachi – Spain

CRM´s Orbital Proximity has won the Hitachi digital account in Spain after a pitch. Hitachi is sponsor of the Club de Triatlon X3M de Majadahonda and will work under the spots “Reto Ponte en Forma” and “Reto Mejora tu marca”.

 

 

 

A day after a comprehensive introduction to the economic opportunity of Brazil, the Latin American Advertising & Media Summit on Wednesday opened the discussion around the opportunities -and challenges- surrounding yet another Latin American colossus: Mexico.

Country Focus: Mexico featured Jorge Laverde, Marketing Head of Latin America North of Nokia; Gerardo Llanes, CMO of the Mexico Tourism Board, and John Price, managing director, Americas Market Intelligence, who took the opportunity to discuss the challenges faced by the newly inaugurated President, Enrique Peña Nieto.

While panelists agreed that Mexico still faces many challenges, namely the growing violence fueled by the increasingly powerful drug-lords, they also said to be bullish about the country.

“Mexico is everybody’s bet in the next 5 years,” said Price, who has studied Mexico and is considered an expert in Latin American markets.

Yet, one has to be cautious and avoid overhyping an economy. “Overhyping an economy can make money leave with the push of a button,” said Llanes, from the Mexico Tourism Board. “We have to beware the capital golondrino (speculative, hot money,) which can be a serious risk. […] We need more companies investing in plants, in factories;  that is productive capital that stays in a country.”

The panel was moderated by Santiago Durán, Digital & Catalyst Director of Havas Media Mexico who took the stage wearing a “Se Habla Digit@l” T-shirt. Durán asked the panel to weigh in on the recent telecom reform in Mexico, a move that doesn’t necessarily spell good news in a country dominated by two huge media monopolies. “I’m not sure you can have the most powerful companies end their monopoly by letting one [Televisa] have some phone business and the other [Carlos Slim’s Grupo Carso] have some TV,” said Llanes. “I’m afraid we will have two bigger monopolies.”

On the positive side, the panelists highlighted the digitization of Mexicans and their growing access to the Internet. “We have seen a higher penetration of Smartphones in the last 2 to 3 years,” said Nokia’s Laverde.

In addition to growing mobile access, the panel praised a government push to increase the number of Mexicans connected to the web to 60 million people, compared to 40 million today.

A day after a comprehensive introduction to the economic opportunity of Brazil, the Latin American Advertising & Media Summit on Wednesday opened the discussion around the opportunities -and challenges- surrounding yet another Latin American colossus: Mexico.

Country Focus: Mexico featured Jorge Laverde, Marketing Head of Latin America North of Nokia; Gerardo Llanes, CMO of the Mexico Tourism Board, and John Price, managing director, Americas Market Intelligence, who took the opportunity to discuss the challenges faced by the newly inaugurated President, Enrique Peña Nieto.

While panelists agreed that Mexico still faces many challenges, namely the growing violence fueled by the increasingly powerful drug-lords, they also said to be bullish about the country.

“Mexico is everybody’s bet in the next 5 years,” said Price, who has studied Mexico and is considered an expert in Latin American markets.

Yet, one has to be cautious and avoid overhyping an economy. “Overhyping an economy can make money leave with the push of a button,” said Llanes, from the Mexico Tourism Board. “We have to beware the capital golondrino (speculative, hot money,) which can be a serious risk. […] We need more companies investing in plants, in factories;  that is productive capital that stays in a country.”

The panel was moderated by Santiago Durán, Digital & Catalyst Director of Havas Media Mexico who took the stage wearing a “Se Habla Digit@l” T-shirt. Durán asked the panel to weigh in on the recent telecom reform in Mexico, a move that doesn’t necessarily spell good news in a country dominated by two huge media monopolies. “I’m not sure you can have the most powerful companies end their monopoly by letting one [Televisa] have some phone business and the other [Carlos Slim’s Grupo Carso] have some TV,” said Llanes. “I’m afraid we will have two bigger monopolies.”

On the positive side, the panelists highlighted the digitization of Mexicans and their growing access to the Internet. “We have seen a higher penetration of Smartphones in the last 2 to 3 years,” said Nokia’s Laverde.

In addition to growing mobile access, the panel praised a government push to increase the number of Mexicans connected to the web to 60 million people, compared to 40 million today.