What: We talked to brilliant members of Portada’s Council System to find out where they think the industry of marketing is heading in the immediate future.
Why it matters: In view of the accelerated pace at which the industry is evolving, companies need to get ready for what is coming in marketing.

The Age of Mobility

It is undeniable that we are living in an era of unprecedented change. Consumers have fully moved to digital and social media, and new technologies boost this transition. More personalized and targeted ad formats help create deeper engagement between brands and consumers,  and data is the main ingredient that allows companies to understand new opportunities.

As a new study on the State of the Media Industry by Ooyala states, “[Audiences] are now used to finding video content wherever and whenever they are looking for it, so mobile isn’t a novelty anymore— it’s the expectation.” Now, companies need to make sure to keep up with the consumer, and not the other way around. The Ooyala study found that mobile video and social video consumption are rising steadily; brands and media companies need to devote more effort to targeting consumers on those media.  “It’s about getting better targeting for the right consumer at the right time in their lives, that’s a big part of it,” says Rafael Lopez-de-Azua, Head of Media and Digital – Latam, Coty. “There’s always question marks specifically about how good is the data and the accuracy of that data, but there are really good solutions for the U.S. Hispanic market.”

Data, an Unavoidable Beacon

Recently, companies have begun to accept that the incorporation of new technologies and data-specialized teams is inescapable. Data-driven technologies like AI, Blockchain, and connected home and voice technologies are changing forever the way consumers relate to media and products, to the point that new realities are merging with ours.

“I guess not only the marketing but the whole world is going towards data, data, data,” comments Pablo Chiozza, SVP USA, Canada & Caribbean at Latam Airlines. “Nowadays no one runs a marketing campaign, no one launches a product if it’s not supported by hard data, so I guess in the present and the future, all the actions we’re taking are based on data, data, data, so it’s all about how you prepare, not only to gather data but then to read data and to take the most information out of it.”

Challenges of the Media Industry in the Near Future

“One of the biggest challenges we face nowadays is the fact that the old media hasn’t been brought up to speed in terms of data, and what I’d like to see is more integration,” shares Ana Lucía Soto, National Media Manager at JCPenney. “Some of the linear channels like radio and TV that have been continuing this challenge over the years with having data that’s actionable in the same time and manner as digital, I would like to see that come together so that we can deliver media plans in the time that we’re planning them.”

There’s always going to be the need for that human touch that highlights culture; that’s something that machines cannot do and it’s 100% human.

But when asked if she thinks this process could lose touch with humanity, Ana L. Soto explains that automated processes will never take away the human factor. “There’s always gonna be the need to have somebody addressing the human issues and even though things are getting more automated and data is present all around us, I feel like there’s always going to be the need for that human touch that will highlight the culture,” she says. “That’s something that machines cannot do and that’s 100% human. I think there’s always going to be a need to evolve with the times and to catch up with technology, but there’ll always be room for the human factor.”


What: Olympic gold medalist Laurie Hernandez is keeping in the public eye with some well-placed endorsements.
Why it matters: Hernandez is not just staying relevant during the quadrennial period between Olympic games, she is smartly aligning with brands that maintain her strong All-American image.

Laurie Hernandez (@lzhernandez02), who became one of the darlings of the 2016 Rio Olympics by taking home gold and silver medals in gymnastics at age 16, is in no hurry to get back on the mat. While she sorts her timing options for returning to action—now looking like 2019—the 5-foot pixie is making time to represent some well-selected, key organizations that are within her purvey and maintain her wholesome, All-American image. She even took a further star turn as the Dancing with the Stars (@DancingABC ‏) champion in 2016.

Just in the past couple of weeks, Hernandez has been featured in campaigns for gymnastics and dance gear leader Varsity Brands (@varsitybrands), for its School Spirit Awards, and the American Egg Board, in support of its “You’re Incredible Because…” initiative.

Hernandez, who showed her media chops as she handled press interviews as flawlessly as her gymnastics routines, will serve as host of the Varsity Brands School Spirit Awards, presented by Drillstack, televised on the CBS Sports Network on June 10 at 11 a.m. ET. She will be joined by “Live! With Kelly” co-host, Pennsylvania teacher Richard Curtis on the broadcast.

Looking at the sponsorship deals that Hernandez’s team selected among the dozens proposed following her Rio success, her team has been executing a smart plan.

Varsity brands encompasses BSN Sports, Varsity Spirit and Herff Jones, three businesses supporting the student experience.

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credit: Fernando Frazão/Agência Brasil

“Varsity Brands is honored to welcome Laurie Hernandez and Richard Curtis for this year’s School Spirit Awards,” said Jeff Webb, Founder and Chairman of Varsity Brands, in a statement. “Laurie and Richard have embraced school spirit in their lives and work every day to be involved in their communities—and inspire others to do the same.”

In a different but equally family-friendly endorsement, the American Egg Board (@AmEggBoard) scooped up Hernandez to front its contest, which “is looking for kids engaging in social good projects in their schools and communities, excelling in sports or extra-curricular activities, raising money for those in need and more,” according to contest info. By continuing this partnership, Hernandez keeps her name fresh in fans’ minds, something that can be a challenge for Olympic athletes whose big moments come once every years.

“I’m excited to continue my partnership with the American Egg Board for this year’s search for the next incredible kid,” said Hernandez in a statement. “I personally understand how important it is to recognize children for their accomplishments, especially for the seemingly small actions that can lead to a big difference.”

Looking at the sponsorship deals that Hernandez’s team selected among the dozens proposed following her Rio success, her team has been executing a smart plan. From launching Obsess, JCPenney’s body-positive girls clothing brand, to P&G’s “Orgullosa” platform, empowering Latinas, to Florida Dairy Farmers appearances, the central New Jersey native is keeping her brand on the high road as she plans her return to the sport.

Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!

Cover Image: Courtesy Dave Kotinsky-Getty Images for American Egg Board

sean muller headshotSean Muller, CEO of  TV advertising analytics provider iSpotTV writes the below exclusive column on how major retailers targeted the Hispanic population over TV during the Holiday period and the impact it had on social media activity related to the airings.  As the Hispanic market continues to grow, big brands have been catching on. And, this season’s holiday and Black Friday advertising for retail stores showed no exceptions. At least, not for JCPenney and Walmart.

Since the 2014 World Cup, JCPenney has switched gears and began tailoring its advertising toward the Hispanic market. Fast forward five months to November, JCPenney still leads with the highest percentage of total ads aimed toward this demographic among Walmart, Target and Macy’s.

Between Nov. 1 through Dec. 31, 43 percent of JCPenney’s ads were in Spanish. Macy’s had the second-highest percentage of commercials in Spanish at 29 percent, Walmart was at 23 percent and Target had the least percentage of commercials in Spanish at 19 percent.

In comparison to Walmart, Target and Macy’s, JCPenney had among the fewest amount of creatives, but had the highest concentration of commercials in Spanish — and spent less money in the process.

Big Spenders (Nov. 1 – Dec. 31, 2014)

RetailerExpenditure in US$ MillionNumber of CommercialsNational Airings

Source: iSpotTV

Most effective Holiday Ads

iSpot has a tool called Ad Effectiveness Rating, a score that measure how well a commercial did in comparison to other commercials in the same category. The score comes from dividing the volume of digital activity that resulted from the commercial (the earned digital impact across social, search and online video of the TV ad,
by the estimated TV spend as compared to all other campaigns on national TV.

Of the top three most effective ads for JCPenney, the top two were in Spanish. The most effective spots advertises the sale “Alístate Para las Fiestas.” One commercial features loved ones opening presents. The commercial has an effectiveness rating of 7.2, while the industry average during the holidays was 3.8. The other spot earned a rating of 7.4.

Walmart’s most effective ad is officially titled “Con Tantos Ahorros de Walmart ¡Saldrás Corriendo por Ellos!” The commercial is about a couple spending time together on a sofa while watching TV. When a commercial for Walmart’s rollbacks, the husband looks toward his wife and realizes she has suddenly vanished. The commercial had an effectiveness rating of 7.9.

Top Three English-language Networks by National TV Airings

(Between Nov. 1 through Dec. 31:)

– JCPenney, Lifetime 7.4 percent, USA Network 6.4 percent, E! 6.1 percent

– Walmart, BET 6.1 percent, UPtv 5.6 percent, TV One 4.9 percent

-Macy’s, Ovation 6 percent, Nick 3.6 percent, MTV 3.2 percent

-Target E! 7.3 percent, Nick 6.4 percent, MTV 5.2 percent

Spanish-language Networks by National TV Airings

Retailer/NetworkProportion of TV Ad Budget spent on UnivisionInvesment in US$ (millions)

Note: Currently, the Spanish-language networks iSpot.tv national monitors are Univision, Telemundo Source: iSpotTVA look at the Univision spendThroughout the holidays, JCPenney, Walmart, Target and Macy’s all aired commercials on Univision. JCPenney and WalMart focused on the Latin network the most.Source: iSpotTV

These efforts are not new to JCPenney. The retailer has been continuing to increase its marketing efforts toward Latinas. JCPenney concentrated on the Hispanic market during the World Cup.Fifty-seven percent of JCPenney’s 14 national commercials were in Spanish – airing more Spanish-language commercials than Walmart, Target and Macy’s.“Hispanics make up nine percent of JCPenney’s customer base and account for a double-digit percentage of store sales, in addition to a single-digit percentage of online sales,” according to an article on Ad Age. “The segment is expected to be the single-biggest source of growth for the retailer in 2014.”Despite that JCPenney has spent less money on national TV airings and has instead focused onproducing new commercials, the message is clear that it continues to reach out creatively to a new, continuously growing market. Hopefully its shift in this multicultural marketing approach will maximize business.

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. 5 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!

  • JCPenney

s1YYLIt4_400x400JCPenney has released “The Gift of New Traditions” campaign along with AOL’s BeOn division, aimed at Hispanics. The series, which began last week and continues through Jan. 10, will be vignettes featuring Hispanic families traditions for Thanksgiving and the other holidays to come. Like ethnic families of the past, it’s a blend of American tradition and customs from the old country.The episode starts with a holiday-themed ad for the store and JCPenney says they’re wearing Penney’s clothes. The video itself, explaining the traditions, is mostly in English (with subtitles).Besides the AOL site, the ad will also run on JCPenney’s Latino Facebook page and YouTube channel.Some 10% of JCPenney customers are Hispanic. JCPenney points to data that says AOL’s Hispanic 18-49 viewership watches 217 million videos there every month and averages 50 minutes of viewing time, according to comScore’s Video metrix. (Read more about how JC Penney pursues the Latina Muse)

  • Barilla

descarga (3)Barilla has partnered with three influential Hispanic food bloggers in Chicago, Los Angeles, and New York, to create new and unique pasta recipes with a Latin twist. These recipes are a great way to put a new spin on traditional pasta dishes. With the launch of Pasta a Tu Estilo , Barilla’s most recent Spanish-language website, all these recipes now have a new home and can be found in both English and Spanish.Laura Muller of Las Recetas de Laura, Nicole Presley from Presley’s Pantry, andAlejandra Ramos of Always Order Dessert, were each selected as Barilla brand ambassadors to create custom Latin-inspired pasta recipes that are quick, easy, and represent a celebration of their unique Hispanic identities.Offering their own twists on traditional pasta entrees con su sazon, Muller, Ramos, and Presley, along with the help of Latina Bloggers Connect, have produced nearly 30 unique recipes. Some signature recipes from each of the bloggers are:Barilla Spaghetti with Pecan Chipotle Sauce by Laura Muller, Steak Picado with Barilla Pasta by Nicole Presley and Chimichurri Pasta Salad with Barilla by Alejandra RamosThe recipes along with more Latin-inspired dishes can be found at Barilla.com/EsPosible along with a chance to win US $5,000.

  • Coca-Cola

descarga (4)Coca-Cola is releasing this year’s holiday TV campaign called “Make Someone Happy,” created by Coca-Cola Germany with Ogilvy and adapted to the U.S. market by Coca-Cola North America. Wieden & Kennedy, Portland, handles social and digital for the effort, which is set to Jimmy Durante’s vocals of the song.The holiday spot marks the first time since 2011 that the brand’s classic Santa character has been the centerpiece of its holiday TV campaign in the U.S. Coke’s classic version of St. Nick was created in 1931 by artist Haddon Sundblom and Coke has consistently used Santa since then.This year, Santa and the bears are swapping roles, with Mr. Claus reclaiming the TV spotlight and the bears reduced to a supporting role for store-level retail executions. Still, a Coke exec did not rule out using the polar bears again in TV ads in the future.The ad debuted Nov. 27 on NBC. The spot, which will run through late December, also aired on ABC, ABC Family, Hallmark Channel, USA, TBS, Lifetime and Food Network. The campaign includes print, radio and out-of-home ads.


  • Weight Watchers

descarga (5)Weight Watchers brand will take a different approach than in past with new TV ads featuring regular folks. Competitors Jenny Craig and Nutrisystem have used Kirstie Alley and Marie Osmond, respectively. A new commercial features a twist on the children’s song “If you are happy and ou know it” featuring singer Tony Banino.Spots will begin airing during Sunday’s midseason finale of The Walking Dead and will also appear in cinemas. The new campaign is the first by Wieden & Kennedy and is aimed to the average person seeking to lose weight. The ads in movie theaters are specifically targeting consumers who are making bad food choices, such as movie popcorn. Weight watchers spent US$82.7 million on advertising in the US in the first six months of 2014.


  • Sid Lee

descargaMontreal-based agency Sid Lee, which opened a New York office two years ago, is going to set up a unit in the Culver City, Calif., office of one of its clients, men’s health charity Movember Foundation. Sid Lee, whose clients include Adidas, Facebook and Intel, is handling Movember’s account pro bono and will pay the foundation rent for the space. Sid Lee is the only agency in the world that is partly owned by a circus, with live entertainment company Cirque du Soleil owning a 20% minority stake.

  • Red Door

descarga (6)OneRoof Energy has selected Red Door Interactive as its Digital Agency of Record to drive awareness. Red Door Interactive will provide strategic planning to assist OneRoof Energy’s online marketing programs focused on attracting and acquiring customers via education.The outreach will run across various digital marketing channels targeting homeowners in California and Massachusetts.The first campaign will debut early next year. Red Door Interactive’s campaign will position OneRoof Energy as a one-stop resource for choosing solar energy for the home. OneRoof Energy spent US$2.565 million Canadian on advertising in 2013, up from US$510,805 Canadian.

  • Chase

descarga (7)Chase is introducing its first TV spot promoting its partnership with mobile payment service Apple Pay. The ad, out of creative agency Saatchi & Saatchi, features members of indie pop band Bleachers roaming Los Angeles in the hours leading up to a performance. The musicians make purchases along the way using their Chase Freedom credits cards, but through Apple Pay on their iPhones.Chase follows MasterCard among Apple Pay partners with TV commercials on the air.The 90-second version of the ad will be available on YouTube and a 30-second spot is set to air on NBC, ABC, Fox, CBS and ESPN during prime time TV shows, sports broadcasts and holiday specials throughout the season. Zenith handled the media buy.

  • Constellation Brands

descarga (8)The beer importer Constellation Brands is ending the commercial relationship with Goodby Silverstein &Partners, which handled Corona Light and Modelo Especial, and searching for a new agency for the two brands.The agency and marketer both said that the two parties mutually agreed to end their relationship. Corona Light has long been stuck in the shadow of its larger parent brand, Corona Extra, which is handled by Cramer Krasselt. The larger opportunity for growth might come from Modelo Especial, which has been among the fastest-growing brands in beer in recent years, despite limited traditional ad support. The brand, now the 10th-largest beer in the U.S., grew sales by 26% to US$708,000 in the 52 weeks ending Nov. 2. Horizon Media is Corona’s media buying agency.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 5 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!

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. 5 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!

  • Cox Communications

ID Media, an Interpublic Group media agency, has been selected as media agency of record for Cox Business, a division of Cox Communications that provides communications services for 300,000 businesses nationwide.ID Media will be responsible for multimedia branding and acquisition campaigns—rich in digital media, television, print, and local events—across 26 of the country’s largest DMA’s. This new assignment expands upon ID Media’s current work handling Cox’s shared mail campaigns to residential customers and prospects.The account will be led out of ID Media’s Chicago office by Angie Given-Cook, SVP, Managing Director.

  • Tiffany & Co

imagesLuxury jeweler Tiffany & Co has appointed MEC to handle its global media planning and buying account ,valued US $100m, which will be run from New York. Group M’s MEC beat Omnicom Media Group and sister-agency MediaCom to the account. He review started in Jult and was managed by Ark Advisors.Tiffany’s media planning and buying was previously divided among several regional agencies – EMEA handled by incumbent UM, Merkle in the US and Carat in APAC.Ogilvy & Mather Worldwide won the company’s global advertising account in March.

  • JCPenney

s1YYLIt4_400x400American retail chain JCPenney will review its US$450m media business.OMD has held the account since 2000.Debra Berman, JCPenney’s vice president of marketing, will be responsible for overseeing the review, which is still in the early stages.JCPenney reported net sales of US$2.8bn in its most recent quarter, compared to US$2.66bn during the same time last year. Read more on this.


  • General Mills

155526General Mills Inc. has partnered with GRAMMY® Award-winning group Camila for the company’s 2014-2015 Musica y Sabor campaign focused on connecting with Hispanic consumers through one of their biggest passion points: music.As part of the partnership, consumers and Camila fans across the U.S. will have several opportunities to connect with the group through free music download codes, branded merchandise, concert ticket giveaways and a chance to win a meet and greet with the band during their 2015 U.S. concert tour.Participating brands include Yoplait, Cheerios, Lucky Charms, Cinnamon Toast Crunch, Nature Valley, Fiber One, Pillsbury, Totino’s and more. Consumers can look for opportunities to win any of the prizes at select retail locations between fall 2014 and summer 2015.For more information about Musica y Sabor , fans can visit musicaysabor.com.

  • Cheetos

imageCheetos has created its own soccer team, Los Cheetahs, and tournament in response to America’s interest in soccer and to the rapidly growing Hispanic market and influence in America.As part of a new campaign, Los Cheetahs are scheduled to play their “rivals,” Los Jefes, in a series of games. The nationwide tour kicks off on Nov. 8 in Long Beach, CA, when Los Cheetahs will play their first game at a custom-built beachfront soccer stadium. After that, the teams will go across the U.S. to showcase their footworkand the Cheetos brand. Los Cheetahs, a name inspired by the brand’s Chester Cheetah character, won’t be giving the English Premier League or Major League Soccer any competition, however. The Cheetahs roster includes 48-year-old goalkeeper Jorge Campos. One of Mexico’s top players in the 1990s.

  • McDonald’s

descarga (8)McDonald’s Corp. is planning to launch a new advertising campaign starting early next year with the slogan “Lovin’ Beats Hatin’” , aimed to spread happiness in the face of Internet hate.The slogan will not replace McDonald’s longtime tag “I’m Lovin’ It,” but give the fast food chain a broader marketing weight around the world.The campaign is expected to roll out on Jan. 1 and include a 60-second spot during Super Bowl XLIX, which airs on NBC on Feb. 1.

  • Kleenex

imagesThe Kimberly-Clark Corp. brand Kleenex has released a new marketing campaign. The #KleenexCare effort aims to get people talking about simple acts of kindness (involving sharing tissues) through a digital, social-media, public-relations and TV campaign.Kleenex will promote its Anti-Viral tissues as part of the effort. A TV ad from JWT, New York, breaking Nov. 3, shows a younger man sharing a Kleenex pack that has one tissue left with an older woman when she sneezes. Then, when he sneezes, she tears the tissue in half and shares it with him. A voiceover seeks people to share their Kleenex tissues with people in need and their stories at the campaign website KleenexCare.com. JWT’s WPP VML and Geometry Global are in charge of digital and shopper marketing respectively and Omnicom’s Ketchum handles PR.

  • Pitney Bowes

descarga (9)Pitey Bowes has tapped DigitasLBi to handle its’ Global media business and continue handling its digital strategy. DigitasLBiwill partner with Publicis Groupe agency Starcom to develop and execute the company’s media strategy across 12 markets. Pitney Bowes is a manufacturing company known for hardware, software and services related to packaging and shipping. As of June, it spent over US $1 million in media, according to Kantar Media.

  • InPulse Digital

descargaLatin America’s digital marketing agency InPulse Digital has moved its U.S. offices to Miami to better serve its growing roster of clients including  social media accounts for an array of popular Latino names. In addition, InPulse Digital directs cutting-edge digital campaigns for global content creators like E! Online, Univision, Sony Music, Universal Music Group, and Viacom, as well as for children’s brands like Mattel’s “Barney”  and “Strawberry Shortcake.” The new South Florida office will oversee strategy, sales and business development. The agency was started in the U.S. in 2004 and originally focused its efforts on developing technology to serve the music industry, but soon expanded its capabilities to include content marketing, app development, and social media strategies across the entire entertainment field. In addition to its new Miami office, InPulse Digital operates offices in Uruguay, Argentina, Mexico and Brazil.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 5 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!

What: American retailer group JCPenney will launch a review of it almost US $450m media business after a decade.
Why it matters: OMD has handled the account since 2000.The brand’s media spending was close to US$430 million last year, down from more than US$500 million in 2012.

s1YYLIt4_400x400Retailer JCPenney is said to be reviewing its US $450m media agency business for the first time in almost ten years. Longtime incumbent agency OMD is expected to defend in the retailer’s review of its media account, according to sources. Creative responsibilities will remain at Doner in Southfield, Mich. Doner has worked on the brand since last fall.

Omnicom’s group OMD has been handling the account since 2000, despite the retailer’s efforts to revamp the brand, particularly when targeting the Hispanic demographic including changing its’ lead creative agencies four times in 14 years,  as well as several CMO and CEO changes.

In August 2013, JCPenney appointed former Kraft Foods marketing boss Debra Berman as its senior vice president of marketing.Berman brought in a completely new agency team including Doner, Victors & Spoils and EVB. Earlier this month, Ms. Berman suggested that the company needs to appeal customers and ensure they keep coming back. According to Berman, the target customer is multi-cultural with “two little kids, too little time and too little money.”

Although the review is in the early stages, Berman will be in charge of overseeing and ultimately being part of the key decision-maker group.

JCPenney reported net sales of US $2.8bn in its most recent quarter, compared to US $2.66bn during the same time last year. Last year, the retailer spent more than US $435 million in media and about US $170 million in the first half of 2013, according to Nielsen. Those figures don’t include online spending, however, which rose 17% to US $249m.

Shifting to Multicultural customer

JC PenneyThe change came after a pitch and as the retailer is getting ready for its vital holiday shopping season.This is part , too, of a whole restructuring of JCPenney’s marketing organization and a shift to a more multicultural clientele.

According to Cesar Sroka, Group Account Director, Omnicom Media Group, Hipanic women or as he called them “The Latina Muse“, for instance,  have become a priority perspective for JC Penney. Ana Lucia Soto, Media Manager, JC Penney  and Lyris Calisto Leos, Brand Marketing Strategy Director,  JC Penney both agreed on this at Portada’s recent 8th Annual Conference: “The Latina Muse is image driven and confident,” agreed Soto and Leos.These characteristics play into JC Penney’s fit strategy and messaging towards Hispanic women.