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A summary for Corporate Marketers, 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.

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  • Visa

FGFGVisa Inc., the exclusive payment provider at the Olympic and Paralympic Games, launched an integrated global Olympic Games campaign in the company’s history. Marking a bold new direction in Visa’s marketing and communications, the “Carpool” campaign will run globally across all media channels from digital to broadcast as an integral part of Visa’s overall Olympic sponsorship which includes onsite activations, new payment innovations and our diverse group of Team Visa athletes.The campaign features more athletes, more ways to pay, more geographies and more marketing channels than any other Olympic Games campaign in Visa’s 30-year sponsorship of the Olympic Movement. The film follows these athletes as they join a fun and light-hearted carpool to the Rio 2016 Olympic Games, leveraging payment innovations to make purchases on route, using technologies such as Visa Checkout, Samsung Pay and chip cards, among others.In addition to television, Visa will leverage its digital, social and technology partnerships to amplify the campaign during critical times throughout The Olympics. Visa will also host fun, experiential activations onsite to drive local product and merchant preference.

  • Nubia

N1YUSJY7_400x400China-based smartphone manufacturing company Nubia announced that the consumers in Argentina, Mexico, Germany, Russia and Spain will soon get the chance to purchase the Nubia Z11, Z9 Mini and Z9 Max smartphones. In addition to this, Nubia elaborated why Mexico and Argentina in specific. These two countries represent the second and third largest economy in Latin America, so it makes sense. Their 4G infrastructure is developing quickly, and e-commerce is growing as well, so Nubia sees these two companies as perfect targets in Latin America.There’s a good reason why Nubia is aiming for fast expansion worldwide, Suning actually invested 1,93 billion Yuan (US$297 million) recently, and they’re both interested in expanding Nubia’s business. It is also worth mentioning that a football superstar, Cristiano Ronaldo, recently became Nubia’s brand ambassador, and Nubia is hoping this will help the company expand its brand awareness even further.

  • Staybridge Suites® Brand

ggggInterContinental Hotels Group (IHG®) has announced the opening of the new-buildStaybridge Suites San Luis Potosi hotel in Mexico. As the first Staybridge Suites® in the city, the 97-suite property joins IHG’s other hotels nearby including Holiday Inn Express San Luis Potosi hotel and Holiday Inn San Luis Potosi-Quijote hotel. This is IHG’s sixth Staybridge Suites property in Mexico with other hotels located in Chihuahua, Guadalajara, Monterrey, Puebla and Queretaro.The new property is located at Alpes # 200 Fracc. Alpes, San Luis Potosi and is near the Convention Center and the Instituto Tecnológico de Estudios Superiores de Monterrey (ITESM) area. San Luis Potosi is in north-central Mexico and is easily accessible by air, both domestically and internationally.

  • ECosmetics

descargaECosmetics International Salon, a professional hair products company out of Bahia, Brazil, is about to go international and chose to begin with the United Arab Emirates. It is currently working on opening a distribution center in the country and hopes to do so before the year is over.The brand has a catalog of 300 products, all intended for hairdressers. The company’s road to internationalization sets it apart from most Brazilian businesses, which will often go for Latin American countries first when it comes to exportation. ECosmetics chose to begin with the Arab world.The next step for ECosmetics was restructuring its production process. At this time, ECosmetics makes six tons’ worth of product a day, but its full capacity is for 24 tons a day. Borgo says the company is hoping to see revenue increase by up to 25% this year from 2015.ECosmetics is based in Teixeira de Freitas, Bahia and has an 80-people staff.

  • Jaguar

BBBBBBBJaguar Land Rover has released footage from a brand new assembly facility opened in Brazil. It will be responsible for making the Evoque and Discovery Sport models for several markets and is the first factory outside of the UK that’s entirely owned by JLR.The popularity of crossover SUVs seems to know no end and clearly they are catching on in South America as well. Jaguar Land Rover is being smart about this, targeting the only emerging market with growth potential left in the world.The investment isn’t huge, as the factory will only cost £240 million or about us$340 million. Located in Itatiaia, the Brazilian facility will directly employ only 300 people with another 700 added to the supply chain. The new Evoque and Disco models will begin arriving in dealerships this month.

 

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

  • Kohl’s

Retailer Kohl’s is adding an emotional component to it’s holiday marketing campaign. A new ad that broke yesterday features a couple decorating their elderly neighbor’s apartment for the holidays while she’s out. Michelle Gass, Kohl’s chief customer officer, told Adage that a “a pure brand spot that really spoke to the insights and spirit of the holiday and spoke to our emotional connection [with consumers] and values.”Ms. Gass also said Kohl’s will reach more households this season and is broadening its reach to include a younger audience. Specifically, the retailer is adding morning TV to its media buy. The budget for the holiday campaign will be “comparable to last year, but more effective,” Ms. Gass added. Kohl’s spent $129 million on measured media during the fourth quarter of 2012, according to Kantar Media. Peterson Milla Hook  handled the campaign. Kohl’s does not currently have an agency of record.

  • NASCAR

Eight months after investing more than $1 million on Hispanic marketing initiatives in Phoenix, NASCAR plans to expand its Spanish-language advertising efforts into key markets such as Texas, California and Illinois, Sports Business Journal reports.

  • Heinz

HeinzFood and condiments marketer H.J. Heinz is conducting a global media agency review, according to sources.
Heinz reported total advertising expenses (including production and communication costs) in 2012 of $442 million, up from about $370 million in 2011. In the U.S. Heinz spent $50 million on measured media in 2012 and a little more than $26 million in the first half of 2013, according to Kantar. Cramer-Krasselt handles creative and media duties in the U.S.

  • Xoom

Xoom Corporation a leading digital money transfer provider, has introduced two new television commercials for the U.S. Hispanic market as a part of the “Better Way” campaign launched in 2011. “No Hablo Español” and “Roulette” are the latest television ads from Xoom targeting the Spanish-language audience. The commercials are running on major Spanish-language television through the end of the year.

  • Jaguar

JaguarLuxury carmaker Jaguar begun a month-long ad campaign on Sunday with spots in NFL games and on BBC America promoting its coming F-Type Coupe, hitting dealers next April. Included in the campaign is a  a 30-second spot during the third quarter of Super Bowl XLVIII on Feb. 2. The “sophisticated” commercial (says Jeff Curry of Jaguar) was  created by in-house agency Spark 44 and directed by Oscar-winner Tom Hooper (The King’s Speech). Jaguar spent less than $40 million on U.S. media advertising last year. That compares to close to $1 billion spent by General Motors’ Chevrolet, which will have multiple Super Bowl spots. But Curry says “the little guy” wants to “disrupt” the auto universe and show off its brand to a wider audience.

  • Post Foods

Post Foods’ Honey Bunches of Oats(®) announced a new brand anthem in collaboration with up-and-coming pop duo, Domino Saints. The exclusive “Smile While You Shake It” music video is the cornerstone of a multi-tiered entertainment program fueled by the positive power of music and is rolling out simultaneously to both general and Hispanic markets.
Inspired by samba beats, the song and signature dance cleverly incorporate the cereal box and breakfast utensils as percussion instruments making it catchy and fun for families to adopt and make it their own.  National bilingual media, social media and website will invite and make it easy for bunches of everyday people to showcase their own versions of the dance, share it digitally, win prizes and be part of a morning music movement that will make America smile from coast to coast.

  • L’Oreal

L’Oreal USA announced that it has named Digitas as its new digital agency of record.Based in New York City, Digitas will be responsible for the digital media planning and buying for all the company’s brands. L’Oreal USA has been on an aggressive path in growing its digital business over the last several years as it continues to be an increasing part of its media mix. The 2013 L2 Digital Index(R) was recently released showing L’Oreal USA brands in the top three in beauty in the Genius Category. These included Lancome, Kiehl’s Since 1851 and L’Oreal Paris.

  • Legacy

Legacy, the non-profit anti-smoking organization, has selected WPP’s MediaCom as its new media agency for planning and buying, according to sources. Annual spending on the account going forward is estimated at between $50 and $60 million, Mediapost reports.
The reviews are being conducted in advance of “a significant effort to expand the campaign at a time when the US Food & Drug Administration and US Centers for Disease Control and Prevention will be in the marketplace with bold anti-tobacco mass media initiatives” Legacy stated in July. The incumbent on the media assignment was Omnicom’s PHD.

  • Spirit Airlines

SpiritAfter a review, Spirit Airlines announced that Barkley is the airlines new agency of record.The agency will handle brand strategy, advertising, digital media, public relations, point-of-sale and media planning and buying. New work is slated to launch in early 2014. The airline operates 250 daily flights to more than 50 destinations in the U.S., Latin America and the Caribbean. Spirit Airlines spent $1.3 million in measured media in 2012, according to Kantar Media and roughly $225,000 between January and June of 2013.

  • Clinique

Clinique consolidated its global digital account with 360i, following a review. The agency will produce creative content for Clinique’s owned and operated global digital channels across North America, Latin America, Europe, Asia-Pacific, Middle East and Africa. It spent US$ $135 million in measured media in 2012 and $60 million between January and June of 2013, according to Kantar Media.

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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.

Jaguar – Global ::: Dyson – Global ::: Frizzé – Argentina ::: NBS – Quê – Brazil ::: Globo – Brazil :::

  • Jaguar – Global

Jaguar is launching a new global campaign for tis F-Type sport car.

The campaign, entitled ‘Your Turn’, centres around a TV ad created by Jaguar’s in-house agency Spark44. The campaign will be featured in TV, cinema, print, outdoor, digital, mobile, social media and experiential elements. Media planning and buying was handled by WPP’s Mindshare.

  • Dyson – Mindshare – Global

The vacuum cleaner manufacturer Dyson has appointed WPP´s Mindshare to handle its global media buying and planning. The agency has been chosen after a global pitch.

The Dyson media account was previously split between a number of agencies.The appointment follows a review of Dyson’s global media duties launched in December last year.

  • Frizzé – Ponce – Argentina

The vineyard and cellar Frizzé has appointed Argentinean agency Ponce to handle its media account and creative duties in the country.

  • Globo – Brazil

Borghi/Lowe will be in charge of the creative account of the Brazilian TV network Globo.

  • NBS – Quê – Brazil

NBS and Quê have announced their fusion. The new agency will be called NBS and Cyd Alvarez will continue as president.

André Lima has been named VP planning and creative, Antoninno Brandao has been named VP Accounts and Business and Roberto Tourinho has been named Operations VP.

The agency will continue working with ob’s, BRF, Batavo, Bomnegocio.com, BR Distribuidora, CCAA, Coca-Cola (i9 by Powerade, Crystal) Club Med, Eletrobras Eletronorte, Gradiente, Ministério do Esporte, O Boticário, Oi, Oi Futuro, Fundação Onda Azul, Shopping JK Iguatemi, Suvinil, Petrobras and Takeda, among other clients.