Canela Media, a digital media technology company, announced its official launch in the U.S. market to help brands reach multicultural consumers at scale. Canela Media’s founder and CEO Isabel Rafferty recently received the Culture Marketing Council’s 2019 Rising Star Award.
Mark Evans has been promoted from Marketing Director to Managing Director of Marketing and Digital at Direct Line Group.
Global communications service provider Ericsson has appointed Stella Medlicott as senior VP and Head of Group Function Marketing and Corporate Relations. Medlicott currently holds the position of VP, Marketing & Communications and Government & Industry Relations in Europe and Latin America.
McAlister’s Deli has announced that Natalia P. Franco is the company’s new Chief Marketing Officer. In her new role, Franco will be responsible for leading, developing and executing marketing strategies and programs.
Etsy Inc. has named Ryan Scott Chief Marketing Officer, effective June 24, 2019. In this newly-created position, Scott will have global responsibility for Etsy’s digital marketing, advertising, brand, communications, and market research and international growth initiatives. He will be based at Etsy’s headquarters in Brooklyn, N.Y., and report to CEO Josh Silverman.
What: AdAge has published its yearly Hispanic Fact Pack presenting the leading ad focus companies of the U.S. Hispanic Market, in which Mobvious has been ranked third. Why it matters: Digital advertising has gained important ground in the U.S. Hispanic market. Companies like Mobvious, that moved up two spots in the ranking compared to the previous year, are leading the way to reach Hispanic audiences in a transparent and effective way.
Mobvious, the company specialized in providing digital advertising solutions to the U.S. Hispanic market, and recently acquired by Prisa Brand Solutions, has been placed at the third spot on the Hispanic Fact Pack 2018 ranking as one of the networks with the highest reach within the Hispanic market in the United States.
According to Ad Age, Mobvious moved up from the fifth spot in 2017 to the third spot in 2018. Similarly, Full Screen México, also a company owned by Prisa Brand Solutions, has been ranked at the fourth position.
Mobvious has been characterized by its authentic mobile advertising efforts for the Hispanic market. Isabel Rafferty, U.S. Hispanic, was born in Mexico and has been living in the U.S. for over 20 years, where she became the leader of the company. Her broad knowledge and experience regarding the U.S. Latino market, as well as Mobvious’ Premium publishers, widen the company’s reach of Hispanic audiences in the United States.
“Being recognized as leaders and gaining better ranking positions along our allied companies on Ad Age’s Hispanic Fact Pack 2018 strengthens our experience and reach within the U.S. Hispanic market. We are a serious company with renown in the industry, and our objective is helping advertisers and agencies to reach Hispanic audiences effectively. This ranking shows our commitment to working for transparency and tangible results,” commented Isabel Rafferty, Founder & CEO of Mobvious.
The Hispanic Fact Pack offers important information about the Hispanic market in the United States, regarding media, agencies, and demographics.
Key insights from the study:
51% of the U.S. Hispanic population is younger than 30 years old. The average age of all Hispanics is 29, 41 for non-Hispanics.
Procter & Gamble is the #1 advertiser in Hispanic media, with a US $336M investment in 2017.
About 66% of online Hispanic audiences own at least one Smart-home device.
60% of Hispanic adults prefer watching TV in English. Among those, 35% prefer English only and 25% Spanish only.
Last Thursday at Portada Los Angeles, select speakers got together to discuss how all marketing is now multicultural marketing. Panels included varied topics ranging from taxes to Hollywood, attendees got a glimpse of what’s next for the Latino market.
Weeks after Portada Miami, top-notch speakers got together again at the Loews Santa Monica Beach Hotel on May 10 to discuss key topics surrounding the Latino community in the U.S. After an introduction by the president of Portada Marcos Baer, Melissa Rodriguez, founder and CEO of Mel Rodriguez & Co, introduced Intuit’s Senior Brand and Latino Marketing Manager John Sandoval, who provided the audience with interesting insights on marketing to Latinos when it comes to taxes. Benjamin Franklin said “Latinos are unfamiliar with the income-taxes category,” said Sandoval. “Even if you speak English, this whole tax language is very challenging to understand.” TurboTax found that in the Latino market the “Do it yourself” portion is very small, while non-Hispanics prefer the DIY approach. This means a gap and a business opportunity that TurboTax is tapping into by helping Latinos to do their taxes themselves.
At 10:30am, Nelson Peña, VP of Latcom U.S., took over the stage to present one of Latcom’s most successful case studies. With thousands of out-of-home advertisements, Latcom’s campaign designed for Fox Entertainment managed to create awareness of Fox’s new OTT app, recently launched in Mexico. When asked about targetting U.S. Hispanics, Peña shared that even though the biggest opportunity for out-of-home is in the entertainment category, campaigns are tailored depending on brands and locations, such as the campaign Latcom did for Nestlé, in which the creatives were specifically designed to target Hispanics in southern Texas, Arizona, and California.
Unless you grow with multicultural audiences, you cannot grow.
A deep discussion about what it takes for brands to communicate with Latino audiences got everyone thinking about the future of multicultural marketing. Moderated by Zach Rosenberg, president of MBMG, the panel gathered decision makers like Mobvious’ CEO Isabel Rafferty, Gallegos United’s Strategic Planning Director Caterina Goncalves and Chief Strategy & Engagement Officer Andrew Delbridge, and Natalia Gutierrez, Category Sales Development Manager, Global Foods at Nestlé. With each panelist bringing their own experience with multicultural marketing over the years to the table, the conversation spurred engagement among the audience. A good example to understand cultural attunement according to Caterina Goncalves is what she called “the Despacito phenomenon”, in which a non-Hispanic singer, Justin Bieber, appropriated the song and embraced the Spanish language. “Not enough brands are doing are doing enough to really be culturally attuned,” commented Andrew Delbridge. “As someone who comes from the general market side, I’ve probably learned more in the last 6 years than I’ve learned in the previous 20 years of my career about what I didn’t know about marketing to Hispanics, or to America, really; unless you grow with multicultural audiences, in most categories, you cannot grow.”
There are more boys walking around in Messi or Ronaldo jerseys than in U.S. soccer jerseys.
At 11:45am, the stage received a selection of brilliant speakers with experience in the soccer business industry. Brendan Hannan, VP of marketing and communications for the LA Galaxy; Jason Howarth, VP of marketing at Panini America; and Steve Pastorino, VP of Corporate Partnership at Las Vegas Lights FC, answered questions posed by Joe Favorito, Portada’s Head of Sports Content, about the great potential marketers can tap on now that Fifa’s World Cup is almost here… and Team U.S.A. is not going. “For a country that is not participating in the World Cup, the U.S. market is fortunate of having a wide demographic of people supporting multiple countries,” asserted Jason Howarth. “On the men’s side there’s always been this default of ‘who else am I going to root for”, there are many more boys walking around in Messi or Ronaldo jerseys than in U.S. soccer jerseys.”
Finally, Portada LA got to a conclusion that was very ad hoc with the setting: in a panel titled Hollywood and Latin Audiences, Pongalo’s CEO Rich Hull talked to Adriana Trautman, VP, Marketing Latin America at 20th Century Fox, about marketing entertainment to Latin Americans. When asked about how traditional brands are using content online, and what works in the entertainment industry, Trautman answered that “Consumer behavior is completely different online; from a Hollywood perspective is probably easier for us than for more traditional brands because people are looking for that content, but more and more it is about interaction, about creating a relationship with characters, actors, and with the talent behind it… It takes a lot of work, but once you do it, it keeps the conversation going.”
As you can see, the room was packed. Where were you?
PEOPLE en Espanol Magazine has made a new Staff Announcement:
Chris Mancivalano recently joined People en Español (PESP) as the new Associate Marketing Director in July. With over 10 years of publishing, integrated marketing and events experience, Chris previously worked at MORE Magazine. In her new role, Chris will provide strategic planning, counsel and development of on-brand integrated marketing and digital programs. She will work closely with the sales and digital directors to create new integrated brand opportunities, client relationships and drive revenue growth.
Shirley Velasquez has become the new Digital Executive Editor of Peopleenespañol.com. Previously, she worked at Latina Media Ventures, where she served as director of content. Prior to this, she worked at Glamour, Elle and Ralph Lauren Digital. She will remained based in NY.
Entertainment Editor Carole Joseph has been promoted to Deputy Digital Executive Editor. Both Shirley and Carole will report directly to PESP Editor-in-Chief Armando Correa.
Visible Measures, the content advertising data and technology firm, announced that it has hired Leslie Russell as Director of Sales for Multicultural Marketing. Russell has over 25 years of experience in multicultural marketing and will be responsible for leading the sales effort for clients leveraging Visible Measures’ extensive data, insights, and media for content advertising specific to Hispanic and African American audiences. Russell joins Visible Measures from HolaDoctor, a Miami-based Spanish-language health and wellness digital network, where she held the role of director of digital sales, content marketing and translation services.Before joining HolaDoctor, Russell served as the National Sales Director for impreMedia, a U.S. Hispanic engagement solutions company offering content and advertising solutions. Russell holds a Bachelor of Science degree in Spanish Language and International Trade & Transportation from Georgetown University.
Mobvious, a European mobile marketing firm is entering the U.S. Mobvious’ new office will be co-founded and led by Isabel Rafferty. Rafferty tells Portada that Mobvious will also have offices in Los Angeles. She previously worked at Asmovil and was responsible for the launch of offices in Los Angeles, New York, and Chicago.
Isaac Mizrahi, Co-President and Chief Operating Officer of Alma, is the new chair-elect at AHAA: The Voice of Hispanic Marketing. As chair elect, he will work closely with current chair Linda Lane Gonzalez, to lead the organization in developing and advancing AHAA’s strategic plan. Prior to this election, Mizrahi served on the board of directors and other committees. Both Mizrahi and Gonzalez will work with the AHAA board of directors.Mizrahi spent more than 20 years honing his skills on behalf of international brands such as Coca-Cola, Bellsouth International, and Sprint-Nextel.
Telemundo 40 Río Grande Valley / KTLM announced that Carlos Sánchez has been named Video Journalist for Noticias Telemundo 40 at 10 PM. Sánchez joins a dynamic team of reporters that delivers the latest local breaking news and information that are of importance to the Hispanic community in the Río Grande Valley. He will make his on-air debut in early August.Sánchez, who has more than 15 years of experience working in local broadcasting for Spanish-language viewers, joins Telemundo 40 after working as a reporter for Telemundo El Paso / KTDO, Azteca America network in Miami, Florida and Channel 44, a local television station Ciudad Juárez, Mexico. He earned a bachelor’s degree in Tourism from the Universidad Autónoma de Ciudad Juarez, Mexico.
Vince Hudson is the new global brand director for Smirnoff vodka and senior VP for the brand in the U.S. at Diageo. He was most recently VP of U.S. marketing and mobile at Samsung. Prior to that he spent 20 years at Procter & Gamble in assorted executive roles.
Univision’s programmatic unit, Mosaico Trading, has hired three top executives to oversee sales and ad operations:
David Katz is the new general manager and VP, programmatic revenue platforms and operations.
Dayana Hoffman was appointed director, sales programmatic revenue and platforms.
Annie Fong has joined as director, programmatic ad operations.
Brand style Communications has hired Annie Ehrmann as EVP, Strategy and Business Development. Based at the agency’s New York City headquarters, Ehrmann brings over a decade of experience. Mrs. Ehrmann will be working to expand the company’s fast growing Miami office and launch the Los Angeles office, currently scheduled for Q1, 2017.
BBC Worldwide has appointed David Hanono Digital Sales General Manager for LatAm and the Hispanic US Market, effective July 21st.David will oversee all BBC Worldwide sales content for Latin America & US Hispanic, including Digital, TV and formats, while continuing to lead advertising regionally. Hanono has extensive experience in the digital TV industry and technological sector, having worked in global media organizations for 20 years. He previously served as Vice President of Digital Business Development and Advertising Sales for BBCW Latin America & U.S. Hispanic.
Unilever will buy Dollar Shave Club subscription grooming service for US$1 billion, giving the world’s second biggest ad spender an entry into one of the most profitable segments of personal care, and Dollar Shave Club a platform for global expansion.The deal puts Unilever in competition with its long-time rival Procter & Gamble Co.Michael Dubin, founder and CEO of Dollar Shave Club, will stay on as CEO.
What: Mobvious, a European firm specializing in mobile marketing solutions, is entering the U.S. market. The firm’s main focus will be the bicultural Hispanic.With the support of HiMedia Group and Latam Digital Ventures, the European firm specializing in mobile marketing will be led by Isabel Rafferty. Why it matters: The mobile (video) marketing space is luring an increasing amount of companies to the U.S. market.
Mobvious, a European firm specializing in mobile marketing solutions is entering the U.S. with the support of HiMedia Group and Latam Digital Ventures. Located in Miami, Mobvious’ new office will be co-founded and led by Isabel Rafferty (picture). Rafferty previously worked at Adsmovil. Rafferty tells Portada that Mobvious will also have offices in Los Angeles. The firm already has offices in Germany, Belgium, Spain, France, Holland, and Italy. Mobvious will provide innovative and interactive formats (including video, audio and social), including programmatic, as well as an exclusive network of high-quality publishers, to develop and implement mobile campaigns for the bicultural millennial Hispanic market.
“The experience, vision and relationships Isabel has built during her career are fundamental to lead Mobvious and make it a competitive player in the United States market,” stated Cyril Zimmermann, CEO of HiMedia.
Mobvious is the third company, after Fullscreen and Primia.Digital, which took over assets of Orange Advertising Networks, that has received financial support from Latam Digital Ventures, a holding company designed to create and buy digital media and advertising technology enterprises.
“We work with over 200 high quality publishers reaching Us Hispanics. Its was important for our company to work with publishers that connected well with the millennial Hispanic audience with quality content concentrating in what we call passion content. Content that millennial still consume in Spanish due to the authenticity or quality .One of the publisher we represent is “ Yo Amo los Zapatos” who has the #1 facebook page in the world for engagement. They reach over million uniques a month and have over 39 million fans. All content is for Latina women,” Rafferty notes.
As to what ad-categories she deems particularly suitable for Mobvious, Rafferty notes that Mobvious is suited for any brand or advertiser that are interested in reaching US Hispanic audiences via mobile. “We work well with brands looking to do innovative advertising like movie studios as we have very unique and out of the box units . We also work great reaching very precise subsegments of the Hispanic audience since we have very rich data allowing us to be very precise in our targeting; great for telecom , automotive, CPG, apparel, entertainment, restaurants and bars, etc…”
Expanding to Latin America
Mobvious is also entering the Latin American market. “We started to hire a team in Mexico, so we will be present in Latam very soon,” Rafferty concludes.
When it comes to mobile marketing campaigns, it is recommended to reach the Multicultural Consumer first. That is what Isabel Rafferty – VP of USA Sales, Adsmovil, Marla Skiko – EVP, Director of Digital Innovation, SMG Multicultural,Scott Kellstedt – GM, Appsnack, an Exponential division, Xavier Mantilla – SVP Multicultural Media, Identity, Mediabrands and Stacey Abreu – Group Planning Director, Mindshare established during a panel held a the MobileMediaSummit during NYC’s Advertising Week. The panel was moderated by Jon Suarez-Davis – VP, Global Media & Digital Strategy, Kellogg Company.
Due to the over-indexing of Hispanic and African American consumers in both the usage and engagement with mobile media, Mindshare’s Stacey Abreu recommends marketers to initiate their mobile marketing campaigns by targeting the multicultural consumer first.Hispanic and African American consumer targeted mobile campaigns is where advertisers should see the biggest bang for their buck.
Adsmovil’s Isabel Rafferty noted that mobile is particularly important when it comes to reach out to the Hispanic consumer, because a substantial part of the Hispanic population uses mobile as their only access point to reach the Internet. SMG Multicultural’s Skiko added that communications with Hispanics should be anchored in mobility. One of the challenges for marketers, according to Skiko, is that there is not enough content that is culturally relevant. That is why agencies and brands have to start content marketing campaigns targeting the Hispanic population almost from scratch by creating the content.
Communications with Hispanics should be anchored in mobility.
Latin America presence at NYC’s Adweek
Members of the audience at the Mobile Media Summit asked whether there are substantial differences between Latin American (south of the border) and the U.S. Hispanic attitudes toward mobile media. According to Skiko, the characteristics of the audiences in Latin America are relatively similar to the U.S. Hispanic market. The only major difference is that the U.S. Hispanic consumer straddles between two worlds in a sort of balance between the Hispanic and “general market” cultures. As Identitity’ Mantilla put it, in Latin America “Spanish or Portuguese are the general market.” To Mantilla in the Latin American mobile market, which currently has an approximately US $250 million annual spend, there is more SMS and text messaging used for advertising that in the U.S. due to the less advanced features of the mobile phones the majority of the population owns . In addition, the length of videos is shorter in Latin America. According to Mantilla, mobile amounts to 20% of digital budgets in Latin America. Latin American marketing, media and advertising professionals were definitely present during NYC’s advertising week with more than 25 Brazilian executives present during the MIXX conference and also many others from other countries, including Mexico and Argentina.
People change positions, get promoted or move to other companies. Portada is here to tell you about it.
Andrés Arias has been appointed as the new VP of Operations and Product at Adsmovil. He will substitute Jorge Rincon who has recently taken over as Head of Entertainment and Solutions Performance at Millicom International Cellular. Arias’s responsibilities will include overseeing the creation and launch of new mobile advertising products and services for brands and agencies in the US and Latin America, in addition to strengthening Adsmovil’s operations team to support the rapid growth the company is experiencing. In addition, Isabel Rafferty will become VP of sales for the U.S. Hispanic market.
Angela Cubillos has joined Medula as the new digital advertising sales manager. She will be in charge of driving the firm to further develop of their digital portfolio within the US Hispanic and Latin American Markets. Medula also has promoted Maria Flor Palazzolo to the position of Latin American Sales Manager.
The Hispanic Public Relations Association (HPRA) proudly announced the launch of its newest local chapter, HPRA Miami. As the nation’s leading organization dedicated to communications professionals and those seeking expertise in the Hispanic market, HPRA offers its members first-rate programming year-round. The HPRA Miami 2014 Board of Directors include: President, Daisy Cabrera, U.S. Hispanic Corporate Communications Expert and Media Trainer; Vice President, Sonia Diaz, U.S. Hispanic Practice Manager, Balsera Communications; Treasurer, Krysten de Quesada, Account Manager, Pinta; and Secretary, Ana L. Ruedaquintero, Marketing Manager, Vme Media. HPRA continues expanding with established chapters in Los Angeles, New York, Washington, D.C. and Chicago.
Marie McNeely is Joining Liquid Agency’s NYC Office as Global Director of business development. McNeely has worked in categories such as consumer packaged goods, travel, healthcare, telecommunications, finance, and retail. In addition, she has polished her skills in positions at large marketing agencies in the New York area.
Adam Shlachter has been promoted to head of media activation at DigitasLBi. Shlachter was formely senior vice President media. He will report to Baba Shetty, DigitasLBi chief strategy officer. DigitasLBi has also made other announcements. Paul Dalton,senior Vice President media of the New York office, was named national media planning lead.Collen Whitney was appointed national video lead . She was formerly senior Vice President media for the Chicago and San Francisco offices.Tamara Bousquet,senior Vice President media of Boston’s headquarter, was named national programmatic lead .