A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

File:Raymundo Beltran wins NABF Lightweight title, July 2012.jpg
Raymundo Beltran, boxer

ESPN announced the boxing fight dates for the first seven months of the year. Encounters include Mexican favorites Ray Beltran, on Feb. 16, and Óscar Valdez, on March 10.

Coca-Cola and NASCAR have extended their partnership. Coke will continue being the ‘Official Soft Drink of NASCAR’. The partnership was first signed in 1998. The deal will continue through 2023. According to 2011 data, 20% of NASCAR’s followers are multicultural fans, 9% were Hispanic and 8% African-American.

Monster Energy has signed a multiyear extension of its global partnership with UFC, as the “Official Energy Drink”. Monster’s logo will continue to appear inside the Octagon during fighting events. “Monster will be a consistent presence throughout the year as UFC celebrates its historic 25th anniversary,” stated Paul Asencio, UFC Senior VP/Global Partnerships. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.


Subscribe to Portada daily Sports Marketing Updates!

Tiffany Haddish at Incirlik.jpg
Tiffany Haddish, actor.

Tiffany Haddish, “Girls Trip” star, has become the face of Groupon’s new Super Bowl commercial. In 2017, Haddish became the first black female stand-up comedian to host Saturday Night Live.

For the first time, Kraft will advertise during Super Bowl. Inevitably the brand will reach a broad Hispanic audience, given that “with each passing year, the Super Bowl is generating more interest amongst U.S. Hispanic sports fans and increasingly becoming a key bridge between those who navigate across the Latino and American cultures,” according to a press release published by ESPN Deportes in 2016.

File:2010 Malaysian GP opening lap.jpgFormula 1 and FOX Sports Latin America strike a new partnership that will run through 2022. The deal includes FOX Sports holding the exclusive broadcasting rights of the FIA Formula 1 World Championship on TV and digital platforms throughout Latin America (excluding Brazil). It also includes the practice sessions on Friday and Saturday, qualifying sessions on Saturday and race on Sunday.

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.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: Kraft Foods ::: Marriott International ::: Coca-Cola – WPP’s Ogilvy New York, SRA Rushmore, Santo ::: Fiat Chrysler Automobile’s Jeep :::  “Brahmita y lo que surja” , Oniria TBWA :::

Click here for previous Latam Sales leads editions

  • Kraft

KraftKraft Foods Group is expected to announce a media review in the coming weeks, sources told Adweek. Starcom is the incumbent for Kraft’s media planning and buying account. The review is the result of rationalization measures related to the implementation of the Kraft-Heinz merger.. It’s not immediately clear if the process will cover global spending or only that for North America. Last year the marketer for brands like Oscar Mayer, Planters and Maxwell House spent $513.8 million on U.S. measured media, according to Kantar Media.

  • Marriott International

descargaMarriott International is launching a new portrait and video series featuring three Latino influencers.Diane Guerrero (“Orange Is The New Black,” “Jane the Virgin”), Diego Boneta (“Scream Queens”), and Boyce Avenue (YouTube music sensation) use the hashtag #LoveTravels to encourage travelers to explore their personal passions, and celebrate their unique perspectives and experiences.The stories from the new #LoveTravels ambassadors reflect how travel is a transformative experience and a bridge between cultures, careers and families. Diego, Diane and Boyce Avenue discuss what it means for them to be both Latino and American, their passion for human rights and the empowerment of the Latino community.Marriott is taking this opportunity to support the Latino community who inspired the #LoveTravels campaign through their dedication to family, work, love, and diverse cultures.Marriott enlisted LatinWorks, a full-service cultural branding firm, and photographer Braden Summers to create the campaign. From Aug. 17 through Oct. 31, the #LoveTravels videos can be seen on mobile and tablet devices through Pandora, YouTube, Facebook and Twitter.The #LoveTravels social movement kicked off in 2014 with Jason Collins, Geena Rocero, Angela Simmons, and Tim Howard. The campaign includes a dedicated Web site, Facebook page and Instagram account.

  • Coca-Cola 

H7R37Fc8_400x400Coca-Cola has appointed three agencies to create a new global brand campaign for the soft drinks brand: WPP agencies Ogilvy New York, SRA Rushmore and Santo for creative duties, following a pitch involving 10 businesses.The remaining seven agencies – David, Dentsu, FCB South Africa, Martin Mercado, McCann Madrid, The Cyranos and Wieden + Kennedy Portland – will be retained on Coke’s roster.It follows the recent appointment of IPG Mediabrands agency UM to its estimated US$400m North America media planning, buying and media analytics account.Last month, Coca-Cola launched a pan-African TV campaign called ‘Billion Reasons to Believe’, aiming to capture the spirit of optimism and perseverance embodied by African youth.

  • Fiat Chrysler’s Jeep

PV5eCCIs_400x400Fiat Chrysler Automobile’s Jeep brand is looking for a new agency of record.The brand hasn’t had a lead agency since it parted ways with GlobalHue earlier this year, and has been instead leaning on its extensive roster for work in recent months.Fiat Chrysler Automobiles, or FCA, brands include Chrysler, Dodge, Jeep, Fiat, Alfa Romeo and Maserati. FCA as it exists now was formed in January 2014 after Fiat, the automaker based in Turin, Italy, acquired 100% ownership of Chrysler Group. Fiat first bought a majority stake of Chrysler Group in 2009.FCA will soon launch a new Alfa Romeo car called Giulia, which was unveiled in June and is slated to go to market next spring. Alfa Romeo re-entered the U.S. in 2014. As many as 10 agencies pitched ideas for the sedan’s launch, though they’re still awaiting a decision on the winner.The pitches are internally led.Earlier this year, the company put its digital business for brands like Chrysler, Dodge and Jeep into review, and incumbentSapientNitro was expected to defend.The opportunity to work on Jeep is also significant because the company is in the midst of a five-year plan to grow the brand globally. By 2018, Jeep expects to sell 1.9 million vehicles annually, up from just over 1 million in 2014. Last year marked the fifth consecutive year of sales increases for Jeep, both in the U.S. and globally.The company will be launching localized production in China and Brazil.FCA is the nation’s eighth-largest advertiser with US$2.25 billion in both measured and unmeasured media spending last year, according to Ad Age’s Datacenter. Jeep is FCA’s biggest brand by U.S. measured media spending, according to Kantar Media.

  • “Brahmita y lo que surja”/ Paraguay

bvbvv“Brahmita y lo que surja” is new Oniria TBWA new commercial for brand Brahmita with the overall creative direction of Camilo Guanes. Part of an insight: in Paraguay, when somebody goes out or hangs out with friends, it is typical that from one small story emerge new ones, always unexpected. And this is how that person ends the day in places where he/she would not have expected to end and with people who did not count. The 360 campaign will feature two TV commercials. The first releases tomorrow.


kraft koolaidA nice brand mix and media clout, for sure. But will accounts go back for another round of reviews?

Two food giants are merging to form The Kraft Heinz Company. The merger likely means brand expansion into Latin America, tighter screws on media agencies, and account reviews.

According to the press release, the newly combined company will have eight brands each worth more than $1 billion, as well as five brands worth between $500 million and $1 billion. Berkshire Hathaway and 3G Capital, engineers of the deal, promise “substantial opportunity for synergies, which will result in increased investments in marketing and innovation.”

Basil T. Maglaris, director of corporate affairs for Kraft Foods Group, tells Portada, “This is a transformative deal that brings together a powerful combination of iconic brands and great talent. We are excited about the opportunity that this new company can offer for our consumers and customers. However, we can’t speculate on any changes after the transaction is completed. In the meantime, it’s business as usual at Kraft.”

Kraft Heinz says the synergy potential could add up to an estimated $1.5 billion in annual cost savings implemented by the end of 2017 from increased scale, the sharing of best practices and cost reductions.

There will certainly be economies of scale when it comes to media buying. But there are also interesting ways that the new company can get more bang out of its creative and media bucks, according to Xavier Mantilla, GM Latin America for Gravity4. For example, two brands can go in together, splitting a 30-second TV spot.

Mantilla worked on the Heinz business while he was at Universal McCann, and found significant lift for both brands when advertising Heinz Ketchup and Ore Ida together.

“In people’s minds, ketchup goes with potatoes. It was a smart way of buying a spot for Heinz but having two brands showcased,” he says – and the pairing created better brand lift. “With this acquisition, I think there’s the possibility to do more of that.”

In this regard, 3G Capital could be a big help, according to Marcelo M. Bicudo, CEO of Brand Union, Brazil. Bicudo says, “Traditionally, companies owned by 3G Capital are successful marketing across all disciplines. Tactics such as implementing integrated communication projects and maintaining a strong presence in traditional media, digital, brand activations and sponsorships are important. As leaders in the industry, they are great strategists when it comes to sales channels and point of sales.”

Agencies put to the test

When Berkshire Hathaway and 3G Capital acquired Heinz in 2014, it shifted its global media account, worth $250 million, to OMG, and gave U.S. media to IPG’s Universal McCann, shutting out incumbent Cramer-Krasselt. Also last year, Kraft consolidated its agencies, narrowing them down to four: mcgarrybowen, Leo Burnett, Taxi and Crispin Porter + Bogusky.

“All companies bought and administered by 3G face similar cost-reduction processes and need to find operational synergies, financial and marketing,” says Bicudo. “In marketing, they usually review projects, services and global strategy to strengthen and improve the presence of their brands along consumer journey. After a merger like this, 3G Capital often change marketing agencies or look for their own culture in service providers.”

When clients merge, they do take the opportunity to pit agencies against each other.

Mantilla, who left a post as SVP for UM in New York last month to join Gravity4, says that, in his experience, when clients merge, they do take the opportunity to pit agencies against each other. There’s danger here for both the incumbent and the wannabees. During the creative phase, it’s all glamor and excitement. But, during the procurement phase, he says, “Sometimes agencies promise great stuff, but they can’t deliver because they’ve cut their margins or don’t have enough people to service the account.”

Mantilla has seen his own agencies lose out in account reviews by being undercut on price. “We lost … when it came to the procurement phase, because, as incumbent, we came with a very real proposal. Our competition said, ‘We believe this is what it would take.'”

When it comes to reaching Hispanic consumers, Mantilla sees Kraft and Heinz as pioneers and leaders in the space. He also gives kudos to LatinWorks, Heinz’s multicultural agency. LatinWorks did not respond to a request for comment. Mantilla says, “The creative executions at LatinWorks have been great. The tactical work and content development by Kraft is great. When you have two good pieces that can come together and create a bigger whole, that’s what should happen in this merger.”

Join us at PORTADA Mexico!

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.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

::: Bombardier ::: Coca Cola- Mediacom :::  Kraft ::: Banco Supervielle -Reprise Media :::

  • Bombardier

descarga (4)Bombardier Commercial Aircraft is opening its newest Regional Sales and Marketing Office in Sao Paulo, Brazil as part of its continued focus on regionalizing to be closer to its customers. Bombardier’s Sao Paulo Office will allow its locally-based sales, marketing and customer services team ease of access to its existing and upcoming South American-based stakeholders.The new office in Sao Paulo is located in the neighbourhood of Alto de Pinheiros.

  • Coca-Cola

descarga (5)Soft drink giant Coca-Cola has awarded its media account in Mexico to MediaCom, estimated to be worth around US $100m.Starcom MediaVest Group had previously held the account for over ten years.Mexico, where the brand is planning to invest US $8.2 bn by 2020, is one of Coca-Cola’s most important markets.. The win comes shortly after it was announced that WPP-owned MediaCom has also been awarded P&G’s digital media business in Latin America and the Caribbean.

  • LinkedIn

descarga (6)LinkedIn has released its second global ‘Bring in Your Parents Day’ campaign in order to help “humanise” the brand.With this campaign, employees from over 30 companies worldwide will bring their parents to their workplace to provide them with a better understanding of what they do and a chance to say “thank you”.The campaign will be accompanied with PR, social media and direct member marketing.

  • Kraft

descarga (7)Kraft has decided to “divorce” from the majority of its advertising partners to allocate creative responsibility of its brands to four agencies: McGarryBowen, Leo Burnett, Taxi and CP&B. Droga5, VSA Partners, TBWA, The Martin Agency, Lopez Negrete Communications, & Robert Langer and Wieden & Kennedy will no longer be part of Kraft “roster” of agencies.This division comes two years after Kraft decided to split into two companies: Mondelez, international division devoted to snacks, and Kraft Foods, focused on the food industry in North America. From now on the company wants to emphasize traditional advertising, leaving aside creative focus. Between January and September 2014 Kraft profits shrank by 19.2%.

  • Banco Supervielle

images (1)Reprise Media, a IPG Mediabrands company specializing in digital marketing, has been chosen to design the new site content of Banco Supervielle under the claim “The most valuable is outside a bank.” For this, Reprise Media, along with UM, have developed a challenging media strategy challenging based on a communication proposal and creative ideas.

A recap of major news on the marketing and media front from around the web compiled by Portada’s Editorial Team.

  • Casa Latina acquired by Marketplace Events
    Do smaller Latina(o) owned businesses have a unique opportunity to partner, or be acquired by, larger established general market companies? According to Nora Diaz Bretherton, CEO and Founder of Home Media Expo company Casa Latina, this is definitely the case. Casa Latina, was recently acquired by Marketplace Events (MPE), America’s largest Home show producer, While MPE will own the Casa Latina Expo, Diaz Bretherton and her team will continue to work with Marketplace Events to “provide leadership direction for the Expos in partnership with MPE and with the full support of that company’s infrastructure.” Following the theme of partnering with large companies that are not active in the Hispanic market, Casa Latina is partnering with Blogher, the biggest blogger collective in the U.S., to integrate the Blogger Business Bootcamp in a separate area of its November 15 New York Casa Latina Home Expo. Under the new MPE ownership Casa Latina is planning three 2015 Expos in Miami and Orlando. Additional shows are being evaluated for other major Hispanic markets including Texas and California.
    • Kraft spends 35% of advertising digitally but rejects 85% of RTM impressions
      Kraft“We’re not looking to drive down advertising costs per se. We’re driving for improved advertising effectiveness,” said Kraft EVP and CFO Teri List-Stoll during the company’s quarterly earnings call. “We’re also realizing meaningful efficiencies as we shift our spending to more targeted digital media.” Digital accounted for more than 35% of Kraft’s total ad spend in Q3, a 25% increase YoY. However, concerns over ad fraud, viewability and overall inventory murkiness are causing Kraft to reject up to 85% of all impressions offered via real-time ad marketplaces, Kraft’s ‎Director, Data + Content + Media Julie Fleischer said last week at the Ad Age Data Conference in New York. “That 75% to 85% is either deemed to be fraudulent, unsafe or non-viewable or unknown,” Ms. Fleischer, the company’s director of data, content and media, said, referring to the rejected impressions. “Think about what this means for us as an industry. When we’re rejecting 75% to 85% of the impressions available, that’s a problem.

        • B2B Marketers join ANA
          The Business Marketing Association (BMA) is joining the Association of National Advertisers (which btw: next week will be celebrating its Annual Multicultural Conference in Miami). Bob Liodice, CEO of the ANA tells Adage that about 160 of the ANA’s 630 member companies (25%) are exclusively b-to-b focused. However, “B-to-b fell off the radar at some point. In the b-to-b area, we felt we were underserving our members, and we have had a strategic goal of improving our focus in the b-to-b area.”

            • Visible Measures gets US$ 7 million funding to get more Visible
              Digital video ad firm Visible Measures announced that it has closed a US $7 million investment round with participation from General Catalyst Partners, Mohr Davidow Ventures, DAG Ventures, Northgate Capital, Common fund, and Advance Publications. The company will use the funding to continue to help brands win the battle for consumer attention by programmatically leveraging video and native advertiser content.

What: CPG Giant Kraft is already leveraging the vast amount of data it has through a data management platform (DMP) and programmatic advertising. The programmatic push includes efforts to reach the Hispanic consumer, Portada has learned.
Why it matters: Programmatic Trading and DMPs are rapidly gaining traction in the digital media market.

Kraft has an impressive CRM system, it includes the Hispanic marketing program Comida y Familia . The CPG giant is now turning all that data of customer interaction into a programmatic and data-centric marketing program. That is what  Bob Rupczynski, VP of media, data and CRM at Kraft Foods, said at the recent Forrester’s Forum for Marketing Leaders.

Rupczynski outlined Kraft’s strategy for leveraging the CPG company’s vast customer data through a data management platform (DMP) and programmatic advertising. “Through our meals, recipes and videos, we have about a billion interactions with consumers every year,” Rupczynski said. According to Adexchanger, Kraft turned to the media agency Starcom and DMP provider Turn, to help it gain and leverage insights from its customer data. In addition to having a comprehensive view of its customers, the company’s goals included delivering more relevant messages, optimizing its media buying decisions in real-time and attributing sales to impressions at the store level.

Hispanic component

Programmatic BuyingPortada asked Starcom Media Vest, Kraft’s media agency, whether the effort also includes the Hispanic market: “This approach  is inclusive of Hispanic and our multicultural team is involved.”Marla Skiko, EVP, Director of Digital Innovation at SMG Multicultural. Skiko is a supporter of programmatic buying as an efficient tool to reach the Hispanic consumer.  “Programmatic buying opens up the opportunity for us to reach multicultural audiences efficiently and effectively. For one, it helps automate a labor intensive buying process. More importantly, it is anchored in using data to identify and connect with specific audiences such that we can tailor messaging at scale to intended multicultural consumers across the digital space.”

Is good multicultural data difficult to find?

“Finding partners with the right data is crucial since good multicultural data is the key to growing the programmatic space for our buys,” Skiko notes. In many ways data is the fuel that drives the Digital Marketing machine. The key question is how to get data as client side marketers often do not want to relinquish data to third parties. Is good multicultural data difficult fo find? “Yes it sure is,” Skiko notes. “We spend a lot of time in our quest to mine first party data with our clients and vendor partners as that is typically preferred over third-party, ” she concludes.