We are thrilled to present Portada Sports Marketing Board, which will feature 12 brand marketing and agency luminaries. This announcement underscores our new commitment to serving the vibrant sports and soccer marketing sectors.As members of the Sports Marketing Board, these leaders and innovators will participate in Portada’s marquee events and provide thought leadership to Portada writers and researchers.
Portada Sports Marketing Board Members
John Alvarado, VP Brand Marketing, Crown Imports
Analia Benedetti, Director of Shopper Marketing and Multicultural, Kellogg
Ed Carias, Sr. Brand Manager el Jimador Tequila – North American Region, Brown-Forman
As members of the Sports Marketing Board, these leaders and innovators will participate in Portada’s marquee events and provide thought leadership to Portada writers and researchers. “Sports offer the opportunity to establish a meaningful, authentic connection with our consumers and create (and deliver) great content, and successful shopper programs. I personally love Portada’s initiative: by putting this board together, Portada is creating a great space for us to learn from each other, share best practices and bounce ideas,” says Analia Benedetti, Director of Shopper Marketing and Multicultural.
Daniel Keats, the Director of Sports and Sponsorships for consumer marketing at Allstate Insurance, notes that “sports are a major passion point impacting consumers across all segments,” and that t is important to have a specific focus on unique content, programming, and market intelligence when engaging consumers through this powerful medium.” “It is a real privilege to have the backing of this outstanding group of brand marketing and agency executives. This sports marketing board will be essential to our efforts to produce high-quality events and provide value for our partners and sponsors,” says Marcos Baer, the publisher of Portada. “Due to their rapidly growing popularity among overall U.S. and multicultural audiences, we are substantially increasing our coverage of soccer and sports marketing,” Baer adds.
For information on sponsorship opportunities and other creative ways to align your brand with Portada’s Sports Marketing Platform, please reach out to Sales/Marketing Director Kelley Eberhardt at firstname.lastname@example.org
Last year, Avocados from Mexico for the first time advertised in the Super bowl, the first ever fresh produce brand to do so. AFM has decided that it will be advertising again at next weekend’s Super Bowl. It will be present in CBS English-Broadcast but decided against doing so in ESPN Deportes, which has the Spanish-language Super Bowl rights. Ivonne Kinser, head of Digital Media and Strategy at AFM, tells Portada that the main reason behind not advertising in ESPN Deportes is because AFM’s Hispanic target, (the “Nueva Latina”) is bilingual and bicultural so “we are already talking to them with the English spot in the Anglo outlet.” A look at what AFM plans in connection with next weekend’s mega game.
“Our 2015 Super Bowl digital campaign was very successful. We were top #2 in the list of Super Bowl Second-Screen champions, in a list comprised of some of the savviest digital brands across several industries. This year, we are replicating our 2015 digital media strategy, but making it even stronger adding some new media partners,” says Kinser.
We are replicating our 2015 digital media strategy, but making it even stronger adding some new media partners.
AFM’s 2015 spot was a play on the company’s “Always There” campaign, highlighting the fact that come rain or shine, ski season or beach weather, avocados are available. As for the 2016 digital strategy and execution, Kinser notes that “our new digital agency Richards Lerma joined the game this year with a very creative idea that will definitely make our brand stand out of the Game Day social clutter. Audiences will be able to participate in a very engaging story. “We are putting #AvosInSpace and giving away a lot of great prizes along the ways to the users that help us throughout our journey, which is already featured in the website avosinspace.com and audiences can follow all the way through February 14th.”
Hispanic Specific Efforts
Regarding Hispanic specific marketing in relationship with AFM’s Super Bowl ad, Kinser notes that “We are engaging our group of 10,000 Hispanic Brand Ambassadors who will go out in social media spread our #AvosInSpace message across their networks. We are also leveraging our social media (Spanish) platforms to engage our Hispanic audiences with the story.
AFM works with social influencers including including IZEA, Mom It Forward, and ZEFR, Fit Men Cook,AKA,Kevin Curry among others.
Agencies that partner with AFM include Havas Media, including Arnold Worldwide, as AFM’s media agency for the general market. Inspire is Hispanic AOR agency and the digital AOR is Richards Lerma in Dallas.
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
Kinser, 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
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
How 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.”
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
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.”
AFM, Inc., the marketing group recently created to manage the advertising budget of the brand Avocados from Mexico, has appointed Ivonne Kinser as Head of Digital Strategy and completed a world-class marketing team. Kinser will report to AFM’s president Alvaro Luque.Read more.
Karla Fernandez Parker, a brand engagement expert, has announced the rebranding of her agency K. Fernandez Marketing, to reflect the agency’s Total Market and Hispanic marketing expertise in multicultural advertising, brand positioning and cultural training. Born and raised in Brownsville, Texas, Fernandez Parker earned her advertising degree from the University of Texas in Austin and has used her own cultural background, experiences and knowledge as resources to effectively reach Hispanic consumers. Fernandez Parker has been recognized for her entrepreneurial acumen.
WPP media agency Maxus has appointed Jonathan Adams to the role of Chief Digital Officer in North America. In his role, Adams is tasked with harnessing digital performance and maximizing its potential, while mentoring and designing frameworks with Maxus planning teams to optimize communications across all platforms. He will be based in New York and report to Williams.Having previously worked at OgilvyOne, and The Media Edge (now MEC). He joins Maxus from iCrossing, where he was Senior Vice President and Lead of North American Media.
Liz Ross has been named to the newly created position of global chief marketing officer of IPG Mediabrands. She is expected to retain her current position as North America president of IPG media agency BPN.
Jenniffer Hohman was promoted to executive VP, global head of account management at IPG Mediabrands. She was most recently managing partner and executive VP at the company.
Angel Meza Soto will start working as a freelance editor for Impremedia. He Also serves as Editor and publisher of various media products for the newspaper La Opinion in Los Angeles and New York Journal.He worked for ESPN TheMagazine Mexico and Diario mexicano Excélsior, both as an editor.
Ebuzzing & Teads, a video advertising company, announced the appointment of Christophe Parcot, former head of Yahoo! EMEA, as Chief Operating Officer. Christophe will run all sales and publishers teams out of the company’s international headquarters in London in a move to drive operational excellence on a global scale.
AFM, Inc., the marketing group recently created to manage the advertising budget of the brand Avocados from Mexico, has appointed Ivonne Kinser as Head of Digital Strategy and completed a world-class marketing team. Kinser will report to AFM’s president Alvaro Luque.
AFM, Inc., the marketing group recently created to manage the US $47 million advertising budget of the brand Avocados from Mexico, has appointed Ivonne Kinser as Head of Digital Strategy. Kinser, who brings more than 15 years of digital marketing experience to the table, will report to AFM’s president Alvaro Luque – a CPG veteran. In her role as the Head of Digital Strategy, Kinser will oversee “all digital things” for all four business segments of the brand: general market, multicultural market, retail, and food service.
Previously, Kinser was the director of digital marketing at Haggar Clothing Co. She has also held key roles at some of the most respected advertising agencies in the region such as T:M Advertising (McCann Erickson), The Richards Group, and Richards/Lerma in Dallas, as well as top brands and Fortune 500 companies including American Airlines, The Home Depot, Unilever, HEB, and Metro PCS, among many others.
According to Kinser, who is returning to CPG (Consumer Packaged Goods) after several years in the apparel and retail categories, “CPG is a fun and very creative category. Being part of a well-grounded group that promotes innovation and embraces top-of-the-line technology makes it even more exciting. In addition, a product that holds a leadership position in its industry, with a 70 percent market share, and a marketing budget that grows steadily YOY, It’s definitely a dream combination.”
Kinser becomes the latest addition to what Luque refers to as an “A+ world-class marketing team,” which he has assembled within the past year. His team comprises a group of seasoned marketers coming from top brands within the category. The robust program of the Avocados from Mexico brand yields 1.5 billion media impressions and encompasses the development and launch of four new websites this year.
People change positions, get promoted or move to other companies. Portada is here to tell you about it.
NBC Universal executive Lauren Zalaznick will be leaving the media company after less than a year in a job focusing on digital initiatives, CEO Steve Burke said in a memo on Friday. Zalaznick, 50, had been at NBC Universal for 12 years and is the latest executive to exit the company as part of a reshuffling by Burke. Comcast has owned NBC Universal in its entirety since March. Zalaznick’s current direct reports in her digital portfolio will be divvied up by Cesar Conde, the former Univision programming exec who joined NBCU International earlier this month, and Jeff Shell, the NBCU Intl. topper who will move back across the pond to become chairman of Universal Film Entertainment Group in January. Zalaznick will stay at the company during an unspecified transition period and then move on to a consulting role, according to Burke’s memo obtained by Reuters on Friday.
Laura Desmond, CEO of Publicis Groupe media agency network Starcom MediaVest Group, has resigned from the board of video ad tech company Tremor Video. She gave her notice in August and her departure from the video ad network was effective September 26, 2013. She had served as a member of Tremor’s board since January 2012. This summer, observers flagged Ms. Desmond’s board position as a conflict-of-interest, but Ms. Desmond has remained mum about the criticism that erupted.
El Nuevo Herald’s executive editor Manny Garcia is exiting El Nuevo Herald to join the Naples Daily News. In a memo first reported by Random Pixels, Herald publisher David Landsberg told the newsroom that Garcia was set to leave after 23 years with the company.An El Nuevo story later confirmed his departure was to take over at the Scripps-owned Daily Newson Florida’s Gulf Coast.
Laura Martinez has accepted a job as the New York City-based Senior Editor of CNET en Español. Martinez will no longer work as Portada’s Senior Correspondent.
Univision announced two appointments to its executive team ; Rick Ehrman, a 20-year industry veteran, has joined the Company as executive vice president of Corporate Business Development and Jennifer Ball, who joined Univision in 2008, has been promoted and named executive vice president of Content Distribution Marketing and Partnerships. Both executives will be based in New York and report to Tonia O’Connor, president, Content Distribution and Corporate Business Development.
The National Hispanic Corporate Council announced the appointment of Octavio A. Hinojosa Mier as its new Executive Director. Hinojosa Mier comes to NHCC with more than nine years of nonprofit executive leadership and corporate development experience. He will provide day-to-day leadership, vision, and strategic direction in growing the organization’s membership within Fortune 1000 corporations, as well as strengthening the organization’s initiatives in the area of corporate best practices as it relates to the growing importance of the U.S. Hispanic market.
Cisnerosannounced the appointment of Victor Kong as President of Cisneros Interactive, a division incorporating the organization’s initiatives and developments in the digital world, including its mobile and online advertising networks, Adsmovil and RedMas, respectively, serving the U.S. Hispanic and Latin American markets. Victor will report directly to Adriana Cisneros, CEO of Cisneros, and be based, along with his team, at the corporate headquarters in Miami, Florida. In addition to undertaking the leadership of Cisneros Interactive, Victor will retain his responsibilities as Chief Digital Officer
Multicultural media placement firm EPMGannounced the appointment of Ingrid Reyes to its executive team in the role of executive vice president, director of client solutions, strategy, and value. Ingrid will take the lead in client specific cross-platform media strategy, leveraging EPMG’s capabilities from print media to full scope digital solutions and content marketing.In addition, EPMG announced that Alejandro “Alex” Sánchez is joining EPMG as Executive Vice President and Director of Hispanic Media and Custom Publishing. Sánchez’s main focus will be put on driving growth in digital and print integrated platforms. He will oversee EPMG’s national sales team. Sanchez joins EPMG, a leading print and digital media placement firm in the multicultural space, from The Houston Chronicle’s La Voz, where he was the publisher and general manager.
Ivonne Kinser has joined Haggar Clothing Co. in the role of Digital Marketing & PR Director. A native of Venezuela, Ivonne brings to Haggar more than fifteen years of experience in comprehensive brand, social and digital marketing working with Fortune 500 companies including American Airlines, Home Depot and Unilever as well as with technology and e-commerce startups in the retail, fashion and investment industries.
What? Ivonne Kinser is the new Digital Marketing & PR Director of Haggar Clothing Co. Why it matters: Kinser has more than 15 years of experience in the marketing business.
Ivonne Kinser has joined Haggar Clothing Co. in the role of Digital Marketing & PR Director.
A native of Venezuela, Ivonne brings to Haggar more than fifteen years of experience in comprehensive brand, social and digital marketing working with Fortune 500 companies including American Airlines, Home Depot and Unilever as well as with technology and e-commerce startups in the retail, fashion and investment industries.
She has worked for several well-respected agencies including McCann Erickson, The Richards Group and most recently, Dallas-based Rocket Red, which focuses on non-traditional marketing communications.
In her role as Digital Marketing Director, Ivonne will be responsible for the strategic development of the company’s long term digital and mobile platforms, working with Haggar’s key accounts to develop digital growth strategies, customer loyalty & engagement as well as leading Haggar’s public relations initiatives.
People change positions, get promoted or move to other companies. Portada is here to tell you about it.
Penni Barton is the new publisher at Al Dia – Texas. Barton, a native of England who grew up in Uruguay, brings more than 20 years of experience in comprehensive brand, retail and shopper marketing working with Fortune 500 companies including Yum Brands, Dr. Pepper/Seven Up, and FedEx Office.As head of Al Día, Barton will be responsible for overall management and strategy of the publication’s business and brand, including editorial, marketing, circulation and sales (along with all the digital components for each area). Most recently, Barton served as Vice President and Group Account Director at The Integer Group, Dallas where she managed both general market clients and Hispanic clients.
Amelie Ferro is the new publisher of the Magazine That’s Life/ Esto es Vida (Latam/Spain). She also is the publisher of Alma Magazine (US Hispanic). She was previously CEO at Publicitas Latin America. That’s Life! is a magazine is aimed toward a young female demographic and specialises in gritty real life stories contributed by its readers. The magazine is published by H Bauer Publishing,
Bob Lord is leaving Publicis Groupe’s Razorfish to run AOL Networks. On Aug. 1, Lord, the outgoing CEO of Razorfish, starts as CEO of AOL Networks, the company’s programmatic ad buying arm. Lord will also manage the Publicis-Groupe-AOL partnership, a strategic partnership to deliver Live Internet Advertising on a global scale.
Ivonne Kinser is the new Digital Strategist/Head of Digital & Social Media at Rocket Red, a Dallas headquartered creative advertising agency that focuses on non traditional communications.
Ruth Gaviria has been promoted to the position of executive vice president of Corporate Marketing at Univision. The announcement was made by Kevin Conroy, president of Digital and Enterprise Development at Univision Communications, Inc. who also oversees the Company’s Corporate Marketing and Research functions.
Univision also announced two appointments focused on research and analytics. Dan Murphy has been appointed senior vice president, Audience Measurement and Analytics and Kevin King is joining the Company as senior vice president of Digital Research. The announcement was made today by Elizabeth Ellers, EVP, Corporate Research, Univision Communications, Inc. In his new role, Murphy will work closely with Ceril Shagrin, Univision’s EVP of Audience Measurement and Analytics, in managing third-party industry relationships and experiments for the Company. King will help lead the company’s ongoing efforts to provide the type of digital programming and content the Univision audience prefers.
Dieste Inc. has hired Ciro Sarmiento as Executive Creative Director, officially starting on July 1. Ciro will report to Dieste’s Chief Creative Officer, Paco Olavarrieta, and will work across all the agency’s current clients.
The New York Timesexecutive editor Jill Abramson announced a slew of changes in newsroom leadership this afternoon. The goal of the shakeup, according to Abramson, was “to find the best digital talent in the newsroom and appoint people to very senior editing roles that report directly to Dean [Baquet, her managing editor] and me.” Sam Sifton will leave his job as national editor, and will now head up a new digital magazine project in the tradition of last December’s Pulitzer-winning digital-immersion feature, titled “Snowfall, Arthur Gregg Sulzberger is leaving his metro post to become the “editor in charge of a new ideas task force. Larry Ingrassia and Ian Fisher are promoted to assistant managing editor positions.