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.What: We talked about Retail Marketing to JC Penney’s Ana Lucía Soto, MillerCoors’ Turiya Luzadder, Wilson’s Ángel Carmona, and Oath’s Maya Abinakad & Denise Brien.
Why it matters: The term ‘Retail Marketing’ has been around for some time. However, the attention is still focused on consumers, not on retail shoppers. This seems like a missed growth opportunity.

Retail marketing tries to inspire shoppers to make last-minute sales when they are already prepared to buy something. Especially when compared to other media, the main characteristic of in-situ marketing is immediate impact. This concept isn’t new. Procter & Gamble was considered one of the pioneers in retail marketing in the U.S. around 2001. Several definitions of the concept have floated around since. A widely accepted version, provided by POPAI’s Retail Marketing Industry Council in 2011, defines retail marketing as “the application of shopper insights along the path to purchase, to affect purchase behavior in order to increase sales for both retailers and manufacturers.

For marketing consultant Mike Anthony, the problem with this definition is that the word “insight” is elusive. He sees retail marketing as a process of understanding rather than an application of insights. For Anthony, the key to this kind of marketing is “using that understanding to develop a marketing mix which influences shopper behavior” in a way that improves consumption of a certain brand.

There are many ways to do this. Nevertheless, there are common techniques to persuade shoppers depending on who designs the campaign. Manufacturers consider price, packaging, and arrangement of products, while retailers emphasize the location, the store layout, and lighting, for example. We talked to marketing experts about the key facts of retail marketing in the future. A future which is actually already here.

1. Customer Experience is Key, Both Online and Offline

MillerCoors’ Turiya Luzadder

It’s all about experience, not online or offline but both. In the words of Turiya Luzadder, Director, Shopper & Local Insights at MillerCoors, “Retailers and brands looking to win with consumers must provide a positive in-store/online experience that quickly instills confidence that the product will meet the needs (functional and emotional) of the consumption occasion.”

As she explains, everything is changing at a quick pace, but there’s a big opportunity to learn about online and offline solutions, as each one offers something different. “People will shop both online and offline as each exploits its own strengths. Online will lead with its promise of convenience. Offline will seek to provide an experience as it retains the advantage of a tactile environment with social interaction.”

 

Oath’s Maya Abinakad

Either online or offline, what really matters for retail marketing is making sure the experience is so great consumers come looking for your brand. According to a study conducted by Maya Abinakad, Global Marketing Director, and Denise Brien, Senior Director of Consumer Insights at Oath, 9% of consumers’ brand love comes from outstanding experiences. “Brands [who] transform ordinary into extraordinary deliver experiences that are consistent, engaging and memorable,” they explain.

Even though there is now a shift towards a completely digital landscape, brands need not lose sight of what really matters: ensuring shoppers have a good experience. “The key is to offer the best experience possible to our consumers,” asserts Ángel Carmona, Business Manager, Latin America at Wilson. “We need to engage our brand with our consumers by a shopping process which needs to be friendly, clear, and fulfilling. Our client’s satisfaction is crucial for references and future purchases.”

2. It’s the Era of Technology: Better Know How to Use It

JCPenney’s Ana Lucía Soto

Every day new technologies become more relevant. As Oath’s Abinakad and Brien state, “Marketing is one of the main strategies that evolve in every technology trend. The relationship between customers and technology is a trigger that changes everything around it. If a brand hopes to stay relevant, it must capitalize this relationship. “Today’s industry is much more data-driven, with increased access tools that can provide real-time information on shopper behavior,” comments Ana L. Soto, National Media Manager at JCPenney. “Data insights will allow companies to better understand a consumer’s behavior and path to purchase, which will allow them to target their retail marketing efforts more effectively.”

Oath’s Denise Brien

Programatic Marketing as a Strategy

“We could say that programmatic marketing will have a significative growth this year,” point out Abinakad and Brien. “This strategy allows marketers to channel their ads to the correct audience and tailor the message to each product or services’ target. In this sense, location-based marketing plays a key role in insights of where consumers are and how to offer them the best option according to their location in real time.” This and other trends, like the accelerated change from desktop to mobile, will have an important impact on the way marketers address shoppers; technology is a real opportunity to reach targets effectively.

Also by Portada: Growing Hispanic Retailers Impact Overall Grocery and Food Trends

3. You Need to Look Inside as Well as Outside Your Doors

Wilson’s Ángel Carmona

As Wilson’s Ángel Carmona explains, implementing a campaign is not enough. It is also necessary to integrate and evangelize your staff. “[Your staff] is the most important ambassador at the point of purchase and should be the best way to engage with the consumers.” In other words, everyone in your organization needs to be on the same channel. There’s no use in having a great product if only you know it. There’s a great chance shoppers will engage more if the whole team has a deep knowledge of why they should engage.

Making mistakes is easy, but it’s also easy to avoid them if you get your priorities right.

Therefore, Ana L. Soto recommends “to have alignment, consistency, and collaboration within your organization —from internal teams all the way to agency partners— in order to use the correct channels to target the consumer effectively and ultimately drive actionable results that engage them in a meaningful way to them.”

4. Here’s What You Should Do, and What You Shouldn’t Do

When Portada asked our interviewees about the most common mistakes related to retail marketing, they took us back to the basics: communication, human needs, and positive change. For Turiya Luzadder, “Making mistakes is easy, but it’s also easy to avoid them if you get your priorities right”. In her words, there are three key priorities to bear in mind in order to avoid mistakes:

1) To bring the organizational focus back to the human and retailer needs. “We spend so much time focused on our own goals that we risk losing sight of our dependence on consumer and retailer engagement”.
2) To constantly tear down the silos. “Strong communication amongst teams (brand, consumer, channel, shopper, chain, analytics…) is critical. It’s easy to go too far down a path before seeking feedback.
3) Being willing to take risks to create change. “There are times when you have to take a chance on an idea that is different and makes people uncomfortable. Finding the right retail partner and marketing advocates becomes critical.”

No matter how good your product is, if a consumer is not satisfied with the experience they won’t come back.

The easiest mistake to make in retail marketing

For Ana L. Soto, the easiest mistake to make in retail marketing is not having a true understanding of the customer. “Marketers need to have a clear understanding of their target audience coupled with data-driven insights into their behavior,” she comments. “This is crucial in determining and executing a successful strategy that will lead to high levels of engagement.” It is easy to get lost in technology and new trends and forget what truly matters. Ultimately, says Ángel Carmona, the main objective should be providing the best shopping experience possible. “No matter how good your product is, if a consumer is not satisfied with the experience they won’t come back. We live in a global market and we compete with more brands than ever, so we are only as good as our service.”

And sometimes that implies going a step further. In the midst of the fiercest competition, the brands that go the extra mile get the best results. According to Abinakad and Brien, 30% of brand love is determined by its ability to exceed consumer needs.  “Brands that give consumers what they want —often before consumers even ask— offer something that competitors can’t. The secret is overdelivering on quality, durability, design, and performance in your product, your marketing and everywhere you meet your consumer.”

 

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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 6  NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

Click here for prior Sales Leads issues.

  • JC Penney stays with OMD

National Retailer JC Penney last fall put the wheels in motion for a potential agency review but that plan did not go through. Incumbent OMD, which has held the media account for 10 years, will stay on board. Last fall, JC Penney did assign national newspaper buying to Minneapolis based media placement firm Novus Media starting February 15, 2015. Before that Torrance, CA based ACG Communications had handled national newspaper buys for JC Penney for many years. Separately, J.C. Penney’s chief marketing officer Debra Berman has left after 19 months with the company. Berman was named senior VP-marketing in August 2013 and promoted to CMO last year. Berman’s mission was to revitalize the brand. A major part of this involved reaching out more to Hispanic consumers. Kirk Waidelich, VP-marketing strategy, and Lynne Bartron, VP-marketing strategy, will oversee the CMO’s responsibilities until a replacement for Berman is named. J.C. Penney spent $923 million on U.S. advertising in 2013. Unmeasured media spending increased 15 percent to $492 million; measured spending fell 15 percent to $431 million, according to Kantar Media.

  • Macy’s

There is never a dull moment with Latinas and fashion—particularly when it comes to Macy’s ad for its new Thalia Sodi collection of apparel, footwear and fragrance. Titled, “Girls Night Out,” the spot showcases the entertainer and her cannot-be-missed line of bright reds, leopard prints and bejeweled heels.In the ad, Thalia meets a plainly dressed shopper and performs a not-so-conservative apparel “makeover.” The duo then starts dancing. The ad is running across outdoor, print, radio and digital mediums, said BizJournals.com. J. Walter Thompson New York is the agency. The ad, which is in English, is apparently aimed at acculturated Latinos, many of whom shop Macy’s. Hispanics comprise up 16 percent of Macy’s customers, a figure that is expected to hit 20 percent in a few years. In addition to their growing population numbers, Hispanics generally spend 22 percent more than non-Latinos, particularly in fashion, said Women’s Wear Daily. Launched in 300 stores last month, the Thalia collection is the largest private label assortment Macy’s has ever introduced, said Mediapost. It also it marks the first time the $23 billion retailer has offered Latina-themed apparel—despite its large Latino customer base (Kohl’s has a Jennifer Lopez collection and Kmart features Sofia Vergara’s line). Carat is Macy’s media buying and planning agency.

  • Madison Square Garden (MSG)

Sharon Otterman was named to the newly created position of executive VP and chief marketing officer at The Madison Square Garden Company. She joins MSG after nearly six years at NBCUniversal, where she was most recently senior VP and chief marketing officer for MSNBC and NBC News. Prior to that she was VP of customer experience strategy and new media marketing at ESPN. She has also worked at Modem Media and Ogilvy & Mather.

  • Michelob Ultra

MLThe Anheuser-Busch InBev light beer that is outperforming larger sister brands Bud and Bud Light in increasing sales will get a strong marketing push beginning in April..And the ad spending will continue throughout the year, giving the brand its highest such levels in its 13-year history. Michelob Ultra’s new creative agency FCB Chicago will handle the campaign, which will include multiple media platforms.

 

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

Join us at PORTADA Mexico!

#Portada14 participants had the privilege of attending to a presentation by major retail marketer JC Penney: “How JC Penney markets to the Latina Brand Muse”. Ana Lucia Soto, Media Manager, JC Penney and Lyris Calisto Leos, Brand Marketing Strategy Director at JC Penney explained how JC Penney is restructuring its marketing organization based on its recognition of the Latina consumer as a brand muse who is JC Penney’s main growth driver.

Cesar Sroka, Group Account Director, OMG
Cesar Sroka, Group Account Director, OMG

“The Latina Muse has become a priority perspective for JC Penney”, said Cesar Sroka, Group Account Director, Omnicom Media Group, the agency that buys and plans media for JC Penney. Sroka’s assertion was confirmed by  two major executives in JC Penney’s marketing team:  Ana Lucia Soto, Media Manager, JC Penney and Lyris Calisto Leos, Brand Marketing Strategy Director,  JC Penney.

Leos and Soto highlighted two key features of the Latina Muse. “She is image driven and confident.” Both characteristics play into JC Penney’s fit strategy and messaging towards Hispanic women.

Leos explained that as Brand Strategy Marketing Director she is embedded in JC Penney’s overall marketing organization, which promotes the retailer in the United States, Mexico (border cities to promote traffic into Texas and California retail locations) and  Puerto Rico.

Media Manager Ana Lucia Soto highlighted that as a member of the National Media Team she is in charge of the Total Market Strategy which she approaches with a “multicultural lense”. Soto added  that she oversees JC Penney’s overall TV buys and applies a Hispanic lense to these buys.

Successful Soccer World Cup efforts…

The audience showed interest in the genesis of JC Penney’s widely publicized “Soccer for Girls” campaign during the last World Cup which was specifically targeted towards Women.The JC Penney marketing executives shared the below Campaign Objectives and Results:

…The objectives…

  1. “Relaunch the JCPenney brand in the Hispanic market to drive awareness of the “When it Fits, You Feel it” brand promise”
  2. “Increase consideration and purchase intent (for current as well as new customers) in the Hispanic market”
  3. “Engage with our customers in a meaningful context, and increase fan base by 20%”

…and the results. 

JC Penney's Ana Lucia Soto and Lyris Leos
JC Penney’s Ana Lucia Soto and Lyris Leos

According to Soto and Leos JCPenney’s “Soccer is for girls” campaign outperformed all previous campaigns in terms of brand health metrics, garnering high social media engagement due to its unique message during a typically male-focused advertising timeframe. Based on shares data as well as a pre/post brand tracking data conducted by Hall & Partners, JCPenney’s rebranding campaign has shown significant impact based on the following four objectives.”

1. Purchase, Consideration and Persuasion increased

– During this period, JCP Hispanic customers over-indexed other customer trips and over-indexed in customer spend
– JCP’s Hispanic customers over index as part of their total new customer base.  During campaign weeks, JCPenney also saw a lift over pre-campaign weeks in Hispanic customers that stopped shopping them within the last 12-months.
– YTD Hispanic store sales are outperforming all other stores seeing a YOY sales lift during and after the campaign period.
-Consideration to shop at JCPenney increased
– Persuasion: respondents were very/somewhat interested in shopping at JCP, significantly above the Hispanic norm.

2. The campaign drove awareness

-The overall 2014 FIFA averaged 3.6 million viewers.
-Just over half of low acculturated and bicultural Hispanic consumers saw JC Penney’s “Soccer is for Girls” World Cup campaign.
– Despite the competitive messaging environment, the campaign proved to have strong stand-out power with higher than norm salience ratings and higher than norm respondents having found the ad appealing and engaging.
– 17.1MM total social media impressions

3. The “Fit” strategy was clearly understood and embraced

– Perceptual shifts of proportion, personal style, and color offerings were significant vs. prior to launch

4. Increased number of Facebook fans and engagement using #JCPFanaticas

– 45,000 total engagements
– 188,000 YouTube video views (doubled goal) with average view duration of 91% of total ad
– Surpassed fan acquisition goal by 26%, with 46% (83,000) increase in fans (current total fans is 287K)

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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 30 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • JC Penney

descarga (9)JC Penney has awarded national newspaper buying to Minneapolis based media placement firm Novus Media starting February 15, 2015, Portada has learned. Torrance, CA based ACG Communications had handled national newspaper buys for JC Penney for many years. OMD is JC Penney’s media buying firm for all other media.

  • U.S. Cellular

descarga (3)U.S. Cellular came up with the idea to have ABC’s ‘Shark Tank’ auditions in smaller markets and so, has created a campaign around it titled, “Shark Tank Meets Main Street,” The New York Times reports. Two commercials featuring audition footage will be shown during the Sept. 26 season premiere. There will also be an online video element. The campaign has been created by  Starcom MediaVest Group’s LiquidThread.The promotion will enable the mobile company to focus on markets where it can target small business customers.

  • Gatorade

Screen-Shot-2014-09-18-at-11_opt-665x385Gatorade has released a 90-second commercial salute to New York Yankees superstar Derek Jeter.The commercial shows Jeter surprising fans outside Yankee Stadium to the tune of Sinatra’s “My Way.”The 90-second “My Way” spot  will air on TV for the first time Saturday on the YES Network and Fox.Gatorade will follow that with a full-page print ad, which Carter said was written by Jeter himself, in the New York Daily News and Sports Illustrated on Sept. 28-29. Besides the ad campaign, Gatorade will outfit the Yankees dugout with customized cups, coolers and towels featuring Jeter’s No. 2 in place of the Gatorade “G” during a game on Sept. 22.Jeter was also honored by Nike’s Jordan Brand in a 90-second spot from Wieden + Kennedy in July. https://www.youtube.com/watch?v=xfgS1lvqX8I

  • Disaronno Liquor

descarga (4)The 500-year old liquor brand Disaronno’s parent company Illva Saronno is refreshing the brand with “The Disaronno – Be Originale,” new global campaign under its new advertising and branding agency the Burns Group. Assembly is the media agency. The campaign centers around a new signature cocktail “Disaronno Sour” that highlights the liquor as a mixed drink best shaken. This cocktail is featured in print and out-of-home ads that show a bartender mixing the drink. The ad was shot in Madrid. The campaign is also debuting :20 and :15-second spots airing in the U.S. and key global markets. These ads will air on ESPN2, NBC, VH1, SPIKE, BET, and WGN, among others.

  • GoDaddy

descarga (5)GoDaddy is kicking off its fall campaign during “Monday Night Football” on ESPN, with another spot airing on cable. The commercials, “Stick It” and “Related,” are part of GoDaddy’s most recent attempt to resonate with small business owners.The new ads are based on real small business owners, both women.Produced by its new agency, Barton F. Graf 9000, New York, the two spots use humor to shed light on the tough realities of starting a business. Related StoriesThe campaign’s rollout also includes online and print advertising and social media. As part of the new effort, GoDaddy is increasing its ad spend, though Ms. Rechterman declined to offer specifics. http://bcove.me/0vgx6407

  • Colgate-Palmolive

HazLaU_HeaderIn celebration of Hispanic Heritage Month, Colgate-Palmolive has partnered with the Hispanic Heritage Foundation (HHF) to kick- off of the company’s annual Haz la U™ educational grant program. Now in its sixth year, the Haz la U™ program will partner with the HHF’s Youth Awards program and its community service “track,” which focuses on high school seniors dedicated to helping their communities while maintaining a 3.5 GPA or higher, to award US $45,000 in grants to 30 students.Beginning today through October 31, students can apply for the community service “track” via www.hhfawards.hispanicheritage.org. Thirty high school students will be selected by the Hispanic Heritage Foundation to receive US $1,500 educational grants from Colgate-Palmolive to help pay for higher education.

  • CHEST, Sunovion Pharmaceuticals Inc.

descarga (6)The CHEST Foundation, the foundation of the American College of Chest Physicians (CHEST), with support from Sunovion Pharmaceuticals Inc., has created the “Tome Un Respiro” Spanish-language campaign to raise awareness among Hispanics in the U.S. about the prevalence, treatment options, and disease management of chronic obstructive pulmonary disease (COPD). This COPD awareness campaign offers Spanish-language materials, information, and resources that can be accessed at CHESTnet.org/TomeUnRespiro.

  • Miller Lite

descarga (7)Miller Coors announced that the Miller Lite creative assignment for mainstream has been assigned to TBWA Los Angeles and the US Hispanic Markets portion has been assigned to Dallas based Dieste. Casanova Pendrill handled the US Hispanic Market responsibilities prior to the transfer.TBWA is Miller Lite’s third creative agency since 2012. CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

Lyris Leos, Brand Marketing Strategy, Director JC PENNEY
Lyris Leos

#Portada14 speaker Lyris Leos’ diverse and fast-paced career has led to many successful traditional, digital, and emerging marketing and advertising strategies across general and multicultural consumers. Portada interviewed Leos who currently is Multicultural Marketing Director at JC Penney.  Leos answers questions about her love for retail marketing, career advice and more…

Leos joined JCPenney in 2007 and currently heads up the Company’s Hispanic Marketing efforts overseeing a comprehensive, multi-disciplinary, total market approach. Lyris is a Newark, NJ native of Cuban and Ecuadorian descent. She lives in Frisco, TX where she enjoys family life with her husband, John, and 3 little girls ages 7, 3 & 1

Portada: What do you love about retail marketing?
Lyris Leos, Brand Marketing Strategy Director at JC Penney: “This business is so much FUN! As a department store, I get to deal with the latest fashion and trends in personal style and homemaking. As a marketer, I get to enact the common principles of the marketing mix – the 4P’s that we learned in b-school: product, price, place and promotion. What I love most about retail marketing is what’s at the heart of that mix – our customer – working everyday to understand the perceptions and thought-processes of consumers shopping our retail channels – both brick and mortar and dot com. At JCPenney, our marketing starts and ends with our customers in mind – specifically how we can organize ourselves around their needs and desires.”

How did you get to be a marketing strategy director for JCPenney? What career steps would you advice people to have a chance to occupy a similar position?

Marketer Interview: JCPL.L.: “Having joined JCPenney in 2007, I worked in a series of positions that, looking back, all led up to and prepared me for my current role. Taking those positions that ‘round out’ your career are very important to establishing your credibility in the organization and setting you up for success as a marketer. The best career advice I’ve ever received – and it keeps coming up over and over again everywhere I turn – Get out of your own way!…in other words, deconstruct the barriers we sometimes tend to put up for ourselves out of nerves or fear.”

In what way is marketing to the Hispanic population particularly challenging and interesting?
L.L.:“My career is rewarding specifically because of what this question asserts. There is no one group of customers living neatly in one “Hispanic” bucket. If there were, my job wouldn’t hold my interest for very long. We are varied and rich in our distinct customs steeped in our rich cultures. Finding those nuances to emotionally connect with our consumer is what keeps this space challenging and interesting – and therefore provides the grandest payoff when successful. At JCPenney, we strive to define and consistently support a culturally relevant narrative that genuinely communicates with this important customer base – our brand muse. What is the basis for this communication? Cultural intelligence – the Holy Grail for marketers going forward as fast as our demographics are changing. Keeping up with our ever-changing and growing consumer and their preferences is a must – regardless of ethnicity.”

There is no one group of customers living neatly in one “Hispanic” bucket. If there were, my job wouldn’t hold my interest for very long.

Do you think a person needs to be Hispanic to be a good marketer towards the Hispanic population?
L.L.:“Definitely not. Building brands with a specific customer segment does not require a marketer to belong to that cultural group; however, I am a firm believer that you must be diligent and willing to invest the time needed to learn about their behaviors, motivations, and values that lead to building brands worthy of our customers’ trust and loyalty. ”

The countdown to #Portada14 has started!  Portada’s Hispanic Music and Entertainment Marketing Forum on Sept. 17 in NYC’s Scholastic Auditorium with Greenhouse and Rooftop Terrace and the 8th Annual Hispanic Advertising and Media Conference on Sept 18 (same venue) are bound to be the best ever!

Portada’s team has worked hard to already confirm a great selection of client side marketers, agency, and media leaders, including:

  • Keisha Andrews-Rangel, Managing Director, nTrigue media
  • Manny Gonzalez, Director Multicultural, Moet Hennessy
  • Lyris Leos, Brand Marketing Strategy Director, JC Penney
  • Oscar Madrid , Director Multicultural Marketing, Verizon
  • Ana Lucia Soto, Media Manager, JC Penney
  • Isabella Sanchez,‎VP, Media Integration, Zubi Advertising Services
  • Cesar Sroka, Group Account Director, Omnicom Media Group
  • Daniel Villarroel, Director Multiethnic Marketing, Maybelline New York and Garnier

More pathbreaking speakers to be revealed soon!

Plus look out for major announcements on Latin Music and Entertainment stars!

Some themes we will be exploring as the program is being shaped:

8th Annual Hispanic Advertising and Media Conference• Social Media: Best Practices from a major player: Use of language, social habits vs. general market.

• The unending quest: New approaches on how national brands reach out to local audiences

• Brand New Research: What appeals to different generations of Hispanics (Boomers, Gen-Xers, Millennials)|

• The Hispanic Digital Video Explosion

• English dominant and Spanish dominant: Language preference in advertising/ media by age/ region

• Hispanic print media, Where it works and where it doesn’t

• Programmatic Buying and Hispanic media: Much more than a buzzword

Hispanic Music and Entertainment Marketing Forum• Latin Music Genres, what works where and why

• Celebrity endorsement models

• The crucial role of mobile media in Hispanic Music consumption

• Music Streaming Services: Hispanic Music Subscription and Advertising revenue models

• Viva la Musica: How Social Media amplifies and shapes music and entertainment messages

• Our popular Speed Networking Function!

 

Register today to profit from the  early bird rate!

 

Already Confirmed Sponsors for #Portada14 are:

8th Annual Hispanic Music and Entertainment Marketing Conference:

Gold Sponsors:
YuMe
GFK

Bronze Sponsor
Mocospace

Hispanic Music and Entertainment Marketing Forum:
Spotlight Sponsor
Batanga

For sponsorship opportunities, please reach out to Kelley Eberhardt at Kelley@portada-online.com

The countdown to #Portada14 has started!  Portada’s Hispanic Music and Entertainment Marketing Forum on Sept. 17 in NYC’s Scholastic Auditorium with Greenhouse and Rooftop Terrace and the 8th Annual Hispanic Advertising and Media Conference on Sept 18 (same venue) are bound to be the best ever!

Portada’s team has worked hard to already confirm a great selection of client side marketers, agency, and media leaders, including:

  • Keisha Andrews-Rangel, Managing Director, nTrigue media
  • Manny Gonzalez, Director Multicultural, Moet Hennessy
  • Lyris Leos, Brand Marketing Strategy Director, JC Penney
  • Oscar Madrid , Director Multicultural Marketing, Verizon
  • Ana Lucia Soto, Media Manager, JC Penney
  • Isabella Sanchez,‎VP, Media Integration, Zubi Advertising Services
  • Cesar Sroka, Group Account Director, Omnicom Media Group
  • Daniel Villarroel, Director Multiethnic Marketing, Maybelline New York and Garnier

More pathbreaking speakers to be revealed soon!

Plus look out for major announcements on Latin Music and Entertainment stars!

Some themes we will be exploring as the program is being shaped:

8th Annual Hispanic Advertising and Media Conference• Social Media: Best Practices from a major player: Use of language, social habits vs. general market.

• The unending quest: New approaches on how national brands reach out to local audiences

• Brand New Research: What appeals to different generations of Hispanics (Boomers, Gen-Xers, Millennials)|

• The Hispanic Digital Video Explosion

• English dominant and Spanish dominant: Language preference in advertising/ media by age/ region

• Hispanic print media, Where it works and where it doesn’t

• Programmatic Buying and Hispanic media: Much more than a buzzword

Hispanic Music and Entertainment Marketing Forum• Latin Music Genres, what works where and why

• Celebrity endorsement models

• The crucial role of mobile media in Hispanic Music consumption

• Music Streaming Services: Hispanic Music Subscription and Advertising revenue models

• Viva la Musica: How Social Media amplifies and shapes music and entertainment messages

• Our popular Speed Networking Function!

 

Register today to profit from the  early bird rate!

 

Already Confirmed Sponsors for #Portada14 are:

8th Annual Hispanic Music and Entertainment Marketing Conference:

Gold Sponsors:
YuMe
GFK

Bronze Sponsor
Mocospace

Hispanic Music and Entertainment Marketing Forum:
Spotlight Sponsor
Batanga

For sponsorship opportunities, please reach out to Kelley Eberhardt at Kelley@portada-online.com

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.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 14 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 1-212-685-4441 or e-mail her at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • JC Penney

aDh9YWhg_400x400The retail chain JC Penney is launching for the first time an extensive World Cup soccer campaign that specifically targets Hispanic women , according to an Ad Age report.This a major step for JC Penney, a main sponsor of Univision’s World Cup coverage, as Hispanics account for double-digit percentage of store sales and are expected to be the single biggest source of growth for the retailer in 2014.

 

  • Starbucks

e2d47eea47025ad0d75939f12390648a_reasonably_smallStarbucks has replaced its´ incumbent media agency of six years, Omnicom’s PHD, with Starcom MediaVest Group’s Spark, according to an Ad Age report. This means a major win for Spark as Starbucks spent about US $95 million on U.S. measured media in 2013, according to KantarMedia.

 

 

  • Cigna

Cigna_logo4_400x400Health insurance provider Cigna will move its´ creative and media accounts from incumbent Hill Holliday to OMD and  McCann respectively. OMD reportedly beat out UM, while McCann beat out DDB.This switch comes about a year after Lisa Bacus joined Cigna as global chief marketing officer.

 

 

  • Jewel-Osco

Jewel-FBOptimized-2_reasonably_smallJewel-Osco will open the soccer season offering food tips for soccer viewing parties, staging player appearances and offering free gifts and prizes from June 7 through July 12 at five Chicago area stores including Chicago, Waukegan and Elgin, IL. St. Augustine College Chef Rafael Perez and his culinary students will be on-site to prepare authentic recipes like Soccer Ball Cake Pops and Pollo Pibil. Sponsored by Quaker, players from the Chicago Fire Soccer Club will make guest appearances and sign autographs for any shopper who attends.  Participating brands like Bush Brother’s, Mondelez and Clorox will provide prizes, including official soccer jerseys and game tickets.

 

  • Kroger Co.

sKroger Co. will display banners across the country featuring Mexican foods and dishes across fresh departments during three weeks of events this June.”Savor World Flavor: Taste of Mexico” will include new product selections, cooking demonstrations and food sampling from June 1-22. However, events will vary by location. Kroger’s stores with Starbucks cafes will feature a Horchata Frappucino for a limited time and in center store, Kroger will feature Mexican brands and products like Paletas (ice pops made from fruit), Crema Mexicana (buttery-rich table cream for entree toppings), Mexican Coke (sweetened with cane sugar), Cajeta Coronado (caramel topping made from goat’s milk) and Arcoiris Cookies (marshmallow and vanilla stacked cookies).To search dates and times of local events, customers can visit www.experiencesavorworldflavor.com.

 

  • Twitter

v65oai7fxn47qv9nectx_reasonably_smallTwitter has released a World Cup video and brand campaign encouraging consumers to use the service during the upcoming World Cup games.This video,which was created by Goodby Silverstein & Partners, will introduce the slogan, “Love Every Second,” that is likely to appear in future brand marketing.

 

  • Wrangler

BI6YPcsj_400x400Wrangler is introducing a new line of denim called “Red”, which targets millennial men. Unlike traditional Wrangler jeans, Red is geared for style and a  US $20 low price. These pants will be sold in four fits: Vintage Skinny, Vintage Slim, Vintage Straight and Vintage Boot. The line will be marketed with a 100% digital campaign to reach younger customers and keep the brand strong and relevant. The clothing will be available this summer at Walmart, Walmart.com, and Wrangler.com. The launching comes in a time when all men’s apparel sales grew from 5% to US $60.8 billion in 2013 to 12% to US $4.8 billion, according to NPD Group.

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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.

  • Disney

OMD is taking on media responsibilities for Disney’s movie business. Annual media spending on the account is estimated at $800 million. As a result of the move—which came without a pitch—staffers from the incumbent agency, Publicis Groupe’s 4D, will follow the business to OMD. OMD is expected to keep the dedicated unit intact under U.S. CEO Monica Karo.In March 2011, after a three-month review, Disney split its $1 billion in media spending between Publicis Groupe, which landed responsibility for studio, home entertainment and interactive gaming, and Carat, which won duties for theme parks and resorts. The shift comes as Publicis Groupe and Omnicom are working toward the expected first-quarter completion of their merger but the move is not related to that transaction, sources said.

  • NASCAR

NascarKenny Mitchell was named managing director of brand and consumer marketing at NASCAR, where he will be charged with helping target the youth, millennial and multicultural audience segments. He joins NASCAR from the Dew Tour, which is a unit of Alli Sports and the NBC Sports Group, where he was VP and general manager. Prior to that he held sports marketing positions at Pepsico and also was director of sports marketing at Gatorade.

  • JC Penney

JC Penney is starting its first national Holiday TV advertising in many years, Ad Age reports. Senior VP of marketing Debra Berman worked with new agency Doner on the campaign, which will include six different TV spots running from now until Christmas, e specific spots targeting Hispanic consumers in markets such as Miami and Los Angeles and the company is introducing its first Facebook page in Spanish. The spots will be less based on promotional pricing and focus more on the scope of gifts that can be purchased for different members of the family.

  • AeroMexico

Mexican airline Aeromexico announced new seasonal services from New York City to Puerto Vallarta and Los Cabos as of January 16th and 18th of this year. Aeromexico will also add three weekly flights to the daily service it currently offers between New York City and Cancun as of December 20th.Aeromexico will offer 42 weekly flights from New York, strengthening its extensive global network and increase its seat offerings to provide additional connectivity options and expand tourist travel to Mexico.

  • Jamba Juice

Jamba JuiceJamba Juice just named the Austin-based Latinworks as its total-market agency for a large campaign to reposition the brand.The national Jamba Juice campaign will roll out in the first quarter of next year, and focus on the brand’s expansion of pure juicing and healthy lifestyle advocacy, FastCompany reports. Details of the spots aren’t public yet, but there will obviously be a heavy multicultural component, particularly considering that 40% of Jamba Juice’s business is in California.

  • Diageo

The drinks business of Diageo and the National Basketball Association (NBA) have joined under a multiyear marketing partnership that will make Diageo exclusive partner of the league.Diageo brands Ciroc® and Crown Royal® will be integrated into marketing initiatives across the NBA and NBA Development League (NBA D-League), with Diageo conducting activities under the Baileys brand with the Women’s National Basketball Association (WNBA).

  • Papa John’s

Papa John'sPizza chain Papa John’s International is searching for a new national advertising agency of record, as ZGroup, a division of Ft. Lauderdale, Fla.-based Zimmerman Advertising has chosen not to defend the account now up for agency review. “As the recognized industry leader in customer happiness and the leader in digital ordering, Papa John’s has built an incredible amount of momentum over the past few years,” John Schnatter, Papa John’s founder and chief executive, said in a statement. “We feel the timing is right to seek an agency partner that can capitalize on that momentum and help advance our brand to the next level through fresh thinking, brand messaging and more innovative, integrated marketing.”
Zimmerman held the Papa John’s account for many years, and former Papa John’s chief marketing officer Andrew Varga left the Louisville, Ky.-based chain this past March to become Zimmerman’s president.ZGroup also plans and buys national media for Papa John’s and handles creative and media responsibilities for franchisee and co-operative advertising. Papa John’s has no plans to review media planning and buying. Papa John’s spends approximately US$ 120 million in annual advertising expenditures.

  • TAME

Ecuadorian airline TAME launched a new daily service between Guayaquil – Ecuador, and New York. The service started on last Friday November 22.

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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.

  • Modelo Especial Chelada

Modelo Especial CheladaCrown Imports is introducing a drink with traditional Mexican ingredients: Modelo Especial Chelada. The Modelo Especial Chelada will be made available at retail locations in California, Nevada, Arizona, New Mexico, Texas and Chicago in October. Modelo Especial Chelada will be supported by National Spanish-language TV which has already begun airing on targeted Hispanic networks in a mix of entertainment and sports programming, including broadcasts of the MLB World Series on Fox Deportes. Modelo Especial Chelada is scheduled for national release in the first quarter of 2014. (Read today’s interview with Jim Sabia, CMO, Crown Imports).

 

  • Mondelez

Mondelez has signed sponsorship deals with the U.S. national soccer leagues for both men and women. In addition, it also signed a three-year deal with star players Clint Dempsey of the Seattle Sounders and Omar Gonzalez of the Los Angeles Galaxy and with Alex Morgan, an Olympic gold medalist who plays for the Portland Thorns in the National Women’s Soccer League. Mondelez also has signed a sponsorship deal with the Las Chivas Guadalajara soccer team.

    • Morris County (NJ(Hispanic Chamber

The Morris County Hispanic-American Chamber of Commerce (MCHACC) has selected Eclipse Marketing Services, Inc. of Morristown, New Jersey to be its Agency of Record, and to represent the Chamber in the development of new marketing tactics, media placement, and public relations.

  • Grupo Exito

Grupo Éxito, Colombia’s biggest retail chain, through its Alliance with Banco CorpBanca and Transnetwork Corporation, is introducing a new service for individuals who wish to send money from the U.S. to Colombia.
— With Giros Internacionales Éxito customers can send dollars from a variety of money transmitters in the United States and receive the money in Colombian pesos at more than 200 Éxito, Carulla and Surtimax stores located in 50 Colombian municipalities. Grupo Éxito is the first retail chain in Colombia to handle payment of international money transfers.

  • CVS/strong

Under a new offering, titled myWeekly Ad, the CVS drugstore chain will use data gathered from its ExtraCare members’ purchases to suggest sale items and make available all ExtraCare savings and rewards offers, The New York Times reports. Users will also be able to build digital shopping lists that can be personalized at their CVS store. The platform will be available on desktop and laptop computers. An ad campaign of $7 million will promote itThe move is aimed at customer convenience but also to fend off growing competition from online retailers. Another goal, according to Michael Sharp of Standard Time, the creative agency for the campaign, is to reach “a younger demographic that spends a lot of time online looking for deals.”

  • JC Penney

JC Penney is reverting to its former logo. The financially troubled retail chain dumped the “fair and square” logo launched by former CEO Ron Johnson in March that simply employed letters JCP inside a box that was reminiscent of an American flag. Replacing it is a logo with the entire JCPenney name—a throwback to its previous logo. The classic logo will appear in TV spots and all other Penney marketing. Penney research has found that its customers “overwhelmingly” prefer the new classic logo, and the chain is hoping it will help draw customers back into the stores

  • T-Mobile

Shakira, the Grammy-winning singer will tout a new unlimited international data service called Simply Global. T-Mobile announced the plan at an event featuring a performance by Shakira, who will hold the title of “T-Mobile collaborator,”.T-Mobile continues to scramble to make inroads into wireless sales of the Big Two—AT&T and Verizon.

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics with more than 3,000 Leading Agency and Marketing/Advertising Directors. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

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Huntington Beach, CA.-based Grupo Gallegos has been selected as Latin American advertising agency of record of Toshiba. The account was previously held by Acento Advertising, which -as of press time- still listed Toshiba as client on its website.

Yet, a spokesperson for Acento confirmed to Portada that “Toshiba is no longer a client.”

Grupo Gallegos will now work with Toshiba “to develop a unified brand identity for each of its products,” including Toshiba Notebooks: SatellitePortegeTecra, and Qosimo, along with new Tablets, TVs, and Hard Drives.

As part of this new arrangement, Grupo Gallegos will be delivering creative executions, strategic planning, and media initiatives for Toshiba in Latin America. These efforts will extend to Chile, Colombia, Peru, and Central America. The announcement does not mention work within the U.S. Hispanic market, but a source close to the account says “U.S. Hispanic work is the obvious, next natural step for the brand.”

The news comes on the heels of other recent additions to Grupo Gallegos’s client roster, including The Clorox Company and JC Penney.