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What: We looked at the results of the e-commerce marketing strategy of the top 15 online retail sites visited by shoppers in the U.S. in February of 2019 and how the sites scored in numbers of visitors.
Why it matters: Amazon’s relentless e-commerce marketing strategy and its increase of visits to its retail website continued in the second month of this year, topping 23-percent of all visits to the top 15 retail sites in the U.S.—nearly double that of its closest e-commerce rival Walmart at 12.2-percent of visits.

Number of visitors to the Top 15 e-commerce sites in the U.S., February 2019
Total Audience, Home and Work, PC/Laptop869,590
SiteTotal Unique Visitors*
Amazon Sites204146
Wal-Mart106453
eBay96790
Apple.com Worldwide Sites61629
Target Corporation50061
Samsung Group46969
ETSY.COM43289
WISH.COM41006
Ticketmaster39786
The Home Depot, Inc.34677
Kohl’s Corporation30904
Wayfair30721
Best Buy Sites30268
Macy’s Inc.26913
LOWES.COM25978

Source: Comscore
*Numbers reported as shown

Amazon Expansion Continues

Amazon continued to expand its online e-commerce dominance in the U.S. in February, gaining more than 2-percentage points compared to January, to reach 23.4-percent of all visits to the top 15 retail sites in the U.S. as measured by Comscore. The behemoth internet retailer expanded its online market share at the same time that brick-and-mortar retailers have closed 4,800 stores this year alone, according to the Financial Times. Analyst Deborah Weinswig told the newspaper she expects approximately 12,000 retail stores to be shuttered in the U.S. this year.

Brick-and-mortar retailer Best Buy saw its share of visits to the top 15 retail site in the U.S. slip from 4-percent in January to 3.4-percent in February. Macy’s, too, lost ground going from 4.3-percent in January to just 3-percent in February. Walmart continues to be the most successful brick-and-mortar retailer online, holding at second place in February with 12.2-percent of all visits to the top 15 ranked retail sites in the U.S.—but still well behind Amazon in online visits.

Best Buy, Home Depot slip

  • Best Buy slipped from 11th to 13th place from January to February in Comscore ranking.
  • The Home Depot, too, lost ground, going from 9th place in January to 10th place in February.
  • Apple held steady in 4th place with 7 percent of all site visits in February.
  • eBay, too, held its ground in third place with 11.1-percent of all visits, matching its share in January.
  • Macy’s saw a decline in its site visits from 4.3-percent of all visits in January to 3-percent in February.
  • The top eight most-visited sites in the Comscore ranking held their positions from January to February, with Target ranking 5th.
  • Retailer Kohl’s continued to see a downward trend in its share of visits to the top 15 sites, from 5.5-percent in December to 3.8-percent in January to 5-percent in February.

What: We looked at the top 15 online retail sites visited by shoppers in the U.S. in December of 2018 and how they scored in numbers of visitors.
Why it matters: In spite of disappointing comparable store sales in December, the Macy’s website racked up a strong finish to the year, moving up two places in overall share of total visits to the top 15 sites ranked by comScore. Walgreens managed to make it into the top 15 rankings.

Number of visitors to the Top 15 e-commerce sites in the U.S., December 2018
Total Audience, Home and Work, PC/Laptop1,071,628
SiteTotal Unique Visitors*
Amazon Sites206,103
Wal-Mart131,911
eBay109,423
Target Corporation79,098
Apple.com Worldwide Sites72,845
Kohl’s Corporation59,074
ETSY.COM55,970
Best Buy Sites55,000
Samsung Group51,953
Macy’s Inc.46,123
WISH.COM45,056
The Home Depot, Inc.45,056
Ticketmaster43,605
Wayfair38,194
Walgreen Co.32,217

Source: comScore
*Numbers reported as shown

Macy’s comparable store sales disappointed in December of 2018, but online, the retailer moved up three rankings among the top 15 most-visited sites in the U.S. compared to the prior month. Analysts reported last month that Macy’s missed its predicted sales, clocking in a 1.1% comp sales increase for the nine-week holiday period, almost a full percentage point below expectations.

Online, however, the retailer saw nearly a half percentage point in increased visits over November, moving to 10th place among the top 15 sites analyzed in overall visits compared to 13th place in November. Kohl’s also saw a comparable store sales increase of 1.2% in the November-December period, but Kohl’s managed to maintain its 5th place in the comScore rankings.

Etsy, the e-commerce website dedicated to handmade or vintage items, surged in the rankings from 9th place in November to 7th place in December.

  • Amazon held fast to its first-place ranking in the top 15 sites, with 19.2 percent of all site visits, an increase over the 18.8 percent in November.
  • Amazon saw an increase in visitors to its site of just over 4,000 in December.
  • Target managed to edge out Apple for fourth place in the rankings. Apple’s overall share of site visits dropped from 7.6 percent in November to 6.8 percent in December.
  • The Home Depot also suffered a decrease in positioning, dropping to 12th place in December from 10th place in November.
  • Lowe’s Home Improvement dropped out of the top 15 most visited sites in the US in December, and Walgreen’s made it into the top 15, taking 15th
  • Etsy moved up to seventh place in the rankings in December from ninth place in November, increasing its percentage share of all visits to the top 15 sites from 4.6 percent in November to 5.2 percent in December.
  • eBay maintained second place in the rankings and won a slight increase in visitors over the month of November.

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

For prior Sales Leads editions, click here. 

  • Pepsico

Bestselling author, speaker and TV host Gaby Natale has inked a deal with PepsiCo to empower and inspire the company’s employees as part of its commitment to celebrating diversity during Hispanic Heritage Month. The EMMY winner will hold two company wide empowerment keynote speeches at the Dallas Cowboys World Headquarters in Frisco on September 17 and at the Frito Lay Headquarters the next day, which will be telecast to field locations across the United States. The workshops will flesh out Natale’s renewed commitment to inspire Latinos to develop their potential. Natale’s deal with PepsiCo is the first in a series of collaborations that the SuperLatina will be focusing on as part of a concerted effort by her company, AGANARmedia, a marketing company with a focus on Hispanic audiences,  to develop empowerment programs with organizations that are committed -in words and action- to the advancement of gender parity, pay equity and talent diversity.

  • Macy’s

In celebration of Hispanic Heritage Month, Macy’s is hosting special events nationwide featuring influential individuals who have made contributions globally in connection with celebrating their Hispanic heritage in entertainment and fashion. The spirited in-store events, featuring a variety of celebrities of Hispanic descent, will explore different methods of storytelling featuring music, television and digital content. In addition, guests will learn about traditions like quinceañeras, and how sports play a key role in the celebration of Hispanic heritage.Joining Macy’s to celebrate Hispanic Heritage Month are celebrities including Latin Grammy-nominated Farruko; the cast and writers from Starz’s new and groundbreaking hit television show, “Vida;” Gadiel Del Orbe and Maya Murillo from Buzzfeed; Pero Like; ESPN radio and television personality, Gonzalo “Papi” Le Batard; beauty blogger and fashion expert, Elizabeth Torres; and fashion expert, Nick Verreos.Macy’s Hispanic Heritage Month events will take place at stores across the country including California, Florida, Illinois, New York and Texas.

  • Dos Equis

In connection with Dos Equis’ recently launched ‘Keep it Interesante‘ campaign, the beer has partnered with popular streetwear and lifestyle brand creators of the ‘Mexico is the Shit’ jacket. The partnership will bring to life a series of pop-up shops and events specially curated by MITS featuring emerging Mexican talent, streetwear designers, visual artists, and music artists. The program will also come to life on social media, in sponsored content, on-premise merchandising and with a special edition Dos Equis & ‘Mexico is the Shit’ can.In celebration of the partnership and Mexican Independence Day, ‘Mexico is the Shit’ and Dos Equis will host a launch event on September 15 at Remezcla House in Bushwick, Brooklyn.  At the event, people will come together to celebrate Mexican talent who are representing culture in music and art – with a special mural by LA-based artist Teddy Kelly. The launch event will feature DJ performances by electro indie electronic artist Neon Indian (Texas/Mexico), famed Mexican party DJ Marcelo Cunning (New York), and DJ Chava (Chicago).

 

  • A Place For Mom

 

A Place For Mom has appointing Mercury Media as its new AOR for media buying for the senior assisted living referral service, Mediapost has reported. The appointment  includes TV planning, buying and attribution. Founded in 2000, A Place for Mom is a privately held, for-profit senior care referral service based in Seattle, Washington. The company provides personal and professional assistance to families in the search of senior care options. A Place For Mom has spent US$11.38 million on advertising during the first six months of 2018, while its 2017 U.S. ad budget was US$24.16 million.

 

 

  • Havas Group/ Republica

Havas Group has invested in Miami-based multicultural agency Republica. As part of this investment, Republica will operate as Republica Havas and will continue to be led by founder, chairman and CEO Jorge A. Plasencia, founder, president Luis Casamayor and their executive team, under the direction of Havas Creative, North America chairman and CEO Paul Marobella.Republica will continue to be headquartered in Miami, with plans for expansions into key markets including New York, Los Angeles and Chicago. The agency will leverage Havas’ global network and parent company Vivendi’s media and entertainment properties as it continues to provide multicultural marketing solutions to clients. Republica´s client roster includes Google, Walmart, Toyota, Nielsen, Four Seasons Hotels and Resorts, NBCUniversal Telemundo, Universal Parks & Resorts, Goya Foods and Miami Super Bowl 2020.

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

 

  • Hennessy

Hennessy, one of the world’s best-selling Cognac, has released a series of video vignettes and still photography featuring world-champion boxer Canelo Álvarez who, like Hennessy, recognizes the importance of heritage and family in the unwavering pursuit of excellence. Now in its second year, Hennessy’s partnership with Oscar De La Hoya’s Golden Boy Promotions includes an integrated marketing campaign featuring original content, in addition to digital micro-videos, special events, and cross-channel promotions intended to entertain and inspire. Hennessy invites boxing fans across the globe to enjoy the specialty V.S.O.P Privilège cocktail while watching next weekend match.Hennessy is imported and distributed in the U.S. by Moët Hennessy USA. Los Angeles-based Golden Boy Promotions was established in 2002 by 10-time world champion in six divisions Oscar De La Hoya, the first Hispanic to own a national boxing promotional company. Golden Boy Promotions is one of boxing’s most active and respected promoters.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

What: We looked at the top 15 online retail sites by visitors in the US in June of this year and how they scored in number of visitors.
Why it matters: Visitors to Macy’s website fell slightly in June, putting it in the last place according to comScore’s latest ranking of the top 15 e-commerce websites in the US for June of this year. Kohl’s surged ahead two spots, nipping on the heels of Best Buy. Target continues to have the largest online following of customers among traditional and off-price department stores, as well as ranking ahead of the home improvement big-box chains The Home Depot and Lowes.

Number of visitors to the Top 15 e-commerce sites in the US, June 2018
Total Audience, Home and Work, PC/Laptop949,169
SiteTotal Unique Visitors (000)
Amazon sites202054
Wal-Mart114807
eBay104604
Apple.com Worldwide sites65560
Target Corporation59509
The Home Depot47879
ETSY.com44058
Samsung Group40666
WISH.com40500
Ticketmaster36296
LOWES.com35757
Best Buy sites33513
Kohl’s Corporation32658
Wayfair32074
Macy’s Inc.31636

(Source: comScore)

  • Amazon, Wal-Mart, eBay, Apple.com and Target held on to their positions as the top five online retail sites in number of visitors in June.
  • com saw a slight decrease in visits from 67,102 in May to 65,560 in June.
  • Macy’s slipped to last place in the June ranking, with just 3.4 percent of all visits compared to 3.7 percent in May.
  • Lowe’s managed to move up from last position in May to 11th place in June, but it, too, saw a decrease in visitors from 38,635 in May compared to 35,757 in June.
  • Online visits decreased slightly in June compared to May for all of the sites ranked, except for eBay which saw a very slight increase.
  • The Home Depot made a big move up in rankings compared to May, surging ahead to sixth place, ahead of Etsy.com, Samsung Group, and WISH.com
  • Home Depot’s online sales continue to outpace Lowes.
  • Amazon continues to overwhelm the entire field of competitors ranked, with more than 21 percent of all online visitors measured in June and May by comScore.

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

For prior Sales Leads editions, click here. 

  • Macy’s

Macy’s, the premier omnichannel retailer with iconic brands,  has awarded Publicis Groupe’s Spark Foundry and Digitas its US$415 million ad spending media account, Ad Age first reported. Dentsu Aegis Network’s Carat was the media incumbent since  2012. Incumbent Macy’s creative agency BBDO New York was not part of the review.

 

 

 

 

 

  • BMW’s Mini USA

Mini USA, a BMW-owned brand, has launched a regional media review. The review,to be handled by the Burnett Collective, focuses on the retail communications of its 127 dealerships in America and will not affect IPG Mediabrands’ UM, which is the auto brand’s national media agency of record since 2009.The review is aimed at consolidating Mini’s Tier 2 division, which encompasses its four U.S. regions—east, west, north and south—with one agency, according to Adweek. Those regions were previously assigned to individual agencies.Mini spent US$24.5 million on advertising in the U.S. last year, down from US$35.6 million in 2016, according to Kantar Media.

 

 

 

  • Beiersdorf

OMD has been awarded German personal-care company Beiersdorf U.S. media planning and buying account following a review.Carat was the incumbent since 2010 when it won the business.The company’s brands include Nivea and Aquaphor. The firm spent about US$53 million on measure media in the U.S. last year according to Kantar Media.

 

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

  • FIFA World Cup/ Univision Deportes

Univision Deportes, the sports division of Univision Communications Inc., has revealed its extensive programming plans for the 2018 FIFA World Cup in Russia. Univision’s family of networks will deliver TV’s most robust reporting and analysis of the month-long tournament, featuring the experience, insight and cutting-edge technology fans have come to expect from the “Home of Soccer.” Heineken, KFC, Nissan and Walmart are among the brands that have signed on as sponsors and will maintain a visible presence throughout Univision Deportes’ programming. Univision’s comprehensive slate of World Cup news, analysis and access will establish its portfolio of broadcast, cable, radio and digital media assets as the ultimate destination for soccer fanáticos this summer.Delivering a wide array of original digital content and the most buzzworthy memes and hot takes, Univision Deportes will own the Spanish-language conversation across Twitter, Facebook, Instagram and YouTube.

  • Alexandria Ocasio-Cortez

As her historic campaign enters its final month with a record-breaking number of contributions, Alexandria Ocasio-Cortez released her first campaign video in English and Spanish , “The Courage to Change,” to highlight the growing community excitement in Queens and the Bronx among young people, people of color, and other groups historically underrepresented in the primary electorate.The campaign’s first video underscores the stark divide between Bronx activist Ocasio-Cortez and her incumbent Joe Crowley, who has not faced a primary in 14 years.In a campaign that has rejected all corporate and lobbyist funding, Ocasio 2018 recently surpassed US$200,000 — over 40% of that in the past two months — from nearly 15,000 contributions from almost 9,000 donors. She is running to represent a district that is over 80% people of color and nearly 50% Hispanic in which primary election voter turnout has historically been one of the lowest in the nation.The campaign has been focused on a massive voter-outreach project to engage constituents who have never voted across every neighborhood in Queens and the Bronx. As the first primary in 14 years approaches in NY-14, incumbent Joe Crowley suddenly agreed to a debate on June 15, to be broadcast live on NY-1.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

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

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

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  • Macy’s

Retail chain Macy’s has selected BBDO New York as its new creative agency. Incumbent creative agency, New York-based Figliulo & Partners is out. Macy’s is one of the biggest advertisers in the category, spending close to US$700 million on measured media in 2016. Dentsu’s Carat, which became the company’s U.S. media agency of record in 2012 and won the global assignment the following year, will not be affected. Macy’s spent US$681 million on measured media in 2016 and a combined US$243 million during the first two quarters of this year, according to the latest numbers from Kantar Media. Macy’s previously announced that it will be running less national advertising, focusing more on regional buys at local TV stations, and would be doing more 15-second commercials rather than traditional 30’s.

 

 

  • Heineken

Heineken is betting heavily  on soccer,m  because the sport is the ideal fit for the brand’s target audience – multicultural millennials. According to Felix Palau, global marketing director of Heineken North America: “There are around 45 million U.S. soccer fans on social media today. It doesn’t mean they’re not interested in NFL or basketball anymore. It’s just that they’re broadening their sports repertoire.” Heineken’s soccer marketing effort started in 2015 when the brewer replaced Budweiser as the official beer of Major League Soccer (MLS). Since then, Heineken has sponsored eight local soccer teams in cities across the U.S., worked with the International Champions Cup to bring European matches to the U.S. and launched soccer-related campaigns with big-name soccer players. Beyond the stadium, Heineken localizes content on digital channels, using players from local teams it sponsors and soccer stars. Palau said Heineken sees its soccer strategy as a 10-year commitment. According to research, Heineken conducted through through Nielsen, t the likelihood MLS fans buy Heineken increased by 11 percentage points from 2015 to 2016. Felix Palau will be one of the participant’s in Portada17 on Sept. 13 and 14 in New York City.  More info here.

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

 

  • Domino’s

Food chain Domino’s Pizza has extended its advertising and related services agreement with MDC Partners’ CP+B through 2020, Mediapost has reported. The agency will continue handling creative, brand strategy, media planning and digital initiatives.The agency has also helped Domino’s ramp up ordering platforms and loyalty programs.  Domino’s now generates 60 percent of orders via digital channels in the U.S.Domino’s Pizza now has more than 14,200 stores in over 85 international markets. It reported global retail sales of nearly $10.9 billion in 2016, with more than $5.3 billion in the U.S.

 

  • Carnival Cruise

Carnival Cruise Line has named MDC Partners’ Anomaly its new creative agency of record, following a competitive review, according to people with knowledge of the matter.The agencies in the final round of the review, which was run by SRI, included Anomaly, Droga5 and R/GA. Havas’ Arnold previously handled the account but did not defend the business. The budget on the account comprises some US$60 million, according to people familiar with the business. Carnival Cruise parent Carnival Corp. expects revenue to increase 3.5% in 2017. Last spring, Carnival consolidated its media agency business in North America and the U.K. with Omnicom’s PHD.

 

  • PHP Agency 

Mostly Hispanic market targeted financial marketing company PHP Agency has closed a US $10.0 million expansion financing round. The round will help the agency accelerate growth and strategic expansion.The Company has differentiated and distinguished itself by recruiting multicultural agents in their 30’s to the life insurance industry. Retired boxer, promoter and entrepreneur Oscar De la Hoya is an investor in PHP Agency.The company was founded in 2009 to expand the availability of life insurance and annuities to the middle class – the Hispanic population being a major targeted segment – and is licensed in 49 states.  It has been profitable and fast growing since its inception, generating a trailing CAGR of nearly 50% and a current string of nine consecutive quarters of record revenue.

  • Totto 

Totto, handbags, accessories and apparel brand, has announced its official launch in the U.S. The Totto brand has managed to make its way into 56 countries.Founded in 1987 in Bogota, Colombia, the brand is available at 600 locations worldwide.Available in December, the T-Track offers GPS locator, a USB charging port, integrated lock, ergonomic design, and more. Another product, the Bunker Pack 3.0 Backpack, features material similiar to that used in bulletproof vests, security buckles, and four hidden pockets, including one with anti-RFID technology, makes it ideal for keeping belongings safe wherever you go.

 

  • Sprint

Sprint is betting big on influencer marketing with its latest #LiveUnlimited campaign, and has enlisted  influencers such as Latin award winning artist and former Sprint employee, Prince Royce;Venezuelan-American internet personality and actress, Lele Pons; American serial entrepreneur and motivational speaker, Gerard Adams & Fitness guru and YouTube content creator, Bradley Martyn. Each of these influencers has a followership in the millions, making their total reach on Instagram alone a whopping 30 million followers.The campaign is actually a collaboration between Sprint’s Latin and US teams, strategically choosing influencers that hit both markets with plenty of crossover appeal. The storyline is simple, and weaves in narratives that pertain to each influencer’s unique personal brand, explaining how they #LiveUnlimited. The campaign promotes reasons to #LiveUnlimited allowing each of the influencer’s personality to shine through as they share their personal reasons of how and why they #LiveUnlimited. The featured influencers tap into both markets and touch many different passion points and industry verticals.

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

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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.

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!

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. 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!

NOTE: In last week’s Sales Leads Feature, we wrote that Orci is executing the digital media buys for the Honda Hispanic marketing campaign. That is wrong, MV42 is handling the social and digital media buys for Honda, not Orcí.

  • Oportun

Oportun, formerly known as Progreso Financiero, a mission-driven financial services company serving the credit needs of the growing Hispanic market, has announced the closing of a US $90 million equity raise.The financing round was led by Fidelity Management and Research Company. Morgan Stanley served as the placement agent for Oportun.Oportun charges lower fees and interest rates than widely available alternatives. Since its founding, the company has loaned over US$1.3 billion to more than 485,000 customers.The company announced in January that it will transition from Progreso Financiero to the name Oportun over the coming months as it shares the new name with customers and business partners. The name change will be completed by year’s end.

  • Dr Pepper

Ih3bg494_400x400Dr Pepper is boosting its marketing strategies to Hispanics consumers with a number of new or increased marketing programs including tie-ins with soccer star Hector Herrera. Larry Young, chief executive of Plano-based Dr Pepper Snapple Group, outlined several programs aimed at increasing his brands’ popularity among Hispanics.That includes bringing the Peñafiel brand of mineral waters from Mexico to more of the U.S. The drink, which comes in more than a dozen flavors, already is being sold in a few markets in six states including Texas, California and Illinois.The national rollout is expected to begin this month.During the summer, the company will launch a promotion featuring standout soccer players Tim Howard of the U.S. and Herrera of Mexico. The program will include retail displays with ties to the CONCACAF Gold Cup. The company also plans to give “7Up a face-lift that speaks directly to the Hispanic millennial consumer.”Another large marketing program aimed at a broader audience will feature characters from the Avengers movie on cans of Dr Pepper, Diet Dr Pepper, Dr Pepper Ten Cherry and Dr Pepper Diet Cherry. In 2014 the company spent US$473 million on marketing, advertising and sponsorships.Revenue for the year was US$6.1 billion, up from US$6 billion a year ago. (Read a prior article on Dr. Pepper’s Hispanic Marketing strategy).

  • HSN

lcR1bVlC_reasonably_smallMulticultural marketing agency, XL Alliance, will help interactive entertainment and lifestyle retailer, HSN, to expand its reach among America’s fastest growing consumer segment, the multicultural market.The partnership aims to accelerate one of HSN’s strategic objectives, which is to increase the brand’s relevancy by serving the needs of multicultural consumers, primarily Latinas and their families with great products and lifestyle content at a great value. In its new role, XL Alliance will execute a first-time integration of multicultural holidays and celebrations, into HSN’s mainstream programming, merchandising and digital properties. The agency will also develop cross-cultural vendor programs, facilitate total market talent partnerships, and support the curating of merchandising. To further personalize offerings that meet the lifestyle needs of diverse audiences, XL Alliance will implement targeted shopper and CRM strategies with a top-down championing of cultural competency and integration across all functional groups. The new efforts will continue to amplify and maximize HSN’s established partnership with Univision to have “through-the-line” awareness and engagement of the Hispanic audience.

  • Macy’s

Carat is Macy’s Media Agency.5c17fc87efe78e79be51dbbdbc71976a_reasonably_small The retailer is realigning its organization:

 

 

 

H07MNeT1_reasonably_smallMaria Cristina Rios, Director of Multicultural Media Strategy will shift to the role of Director, Consumer Segments – Multicultural. Her role will solely focus on creating strategies to retain and attract new multicultural customers and will report into Customer Analytics.

The responsibility of multicultural media strategy will shift to Linda Tran, Director of Magazine & Multicultural Media Strategy.

Tamara Weston, National Multicultural Marketing Manager, will stay in media in her current role and will now report to Linda Tran as a part of the new structure effective as of February 9.

  • Wells Fargo

N5L2uOTF_400x400Wells Fargo is in the midst of a review to consolidate its media- agency business through one of its primary partners, Omnicom (OMD) or IPG (UM).A decision is expected in late April.The move comes almost a year after Wells Fargo replaced longtime creative agency DDB with its Omnicom sibling shop BBDO after a review. At the time, the company said MRM will continue to lead digital creative, while OMD and UM will continue to serve as media agencies. Omnicom supports traditional media, and UM has handled digital media.Los Angeles based Acento Advertising handles Hispanic media. Wells Fargo is the 70th largest advertiser in the U.S., spending a total of US$610 million in 2013 on advertising and promotion, according to its 10-K. The company spent US$170 million in U.S. measured media in 2013,according to the Ad Age DataCenter, with more than half devoted to network TV, cable TV and digital display.

  •  Montejo

descarga (3)Montejo and Mexican rock band Maná have announced an official partnership that will make the Mexican lager the official Mexican beer sponsor of Maná’s nationwide concert tour set to begin in June 2015. This announcement comes on the heels of Montejo’s recent entrance into the United States in late 2014.As part of the official partnership with Maná and Montejo, additional sponsored activities will include: branded VIP areas at each concert stop, a consumer promotion where one fan will win a one-on-one experience with Maná, branded visibility in Maná music videos and a live concert event set to take place at a brewery in Mexico later this year.

  •  Boehringer Ingelheim

descarga (4)Boehringer Ingelheim Pharmaceuticals, Inc. (BIPI) has announced the launch of ‘Cuida tu Don,‘ a national public awareness initiative featuring legendary entertainer Mario Kreutzberger, better known as ‘Don Francisco.’ Kreutzberger, who has type 2 diabetes, will serve as an ambassador for the initiative and encourage Hispanics with type 2 diabetes to live a lifestyle conducive to staying healthy. ‘Cuida tu Don,’ translated as ‘Take Care of Your Gift,’ is aimed to engage, educate and inspire Hispanics with type 2 diabetes and their families. The initiative provides resources and information in three key aspects of diabetes – nutrition, fitness and treatment options – to the estimated 3.2 million Hispanics in the United States with the disease.One of the main areas of content on ‘Cuida tu Don’ is the webisodes in which Don Francisco, known for his candid interviews of celebrities, conducts an in-depth interview with a person living with type 2 diabetes. The website also shares videos with tips and advice from various experts like a fitness trainer, a nutritionist and Dr. Luis Salmun, executive director of health sciences executives at BIPI.

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!

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What: Macy’s is making adjustments to its business model and marketing organization  to evolve with customers who are increasingly changing the way they shop across stores, desktops, tablets and smartphones. As part of the realignment of the organization, Maria Cristina Rios, Director of Multicultural Media Strategy will shift to the role of Director, Consumer Segments – Multicultural.The responsibility of multicultural media strategy will shift to Linda Tran, Director of Magazine & Multicultural Media Strategy.
Why it matters: These changes include merchandising and marketing restructuring to reflect a single omnichannel view of the business. As well as  in-store and field organization adjustments supporting M.O.M. strategies.Workforce will be increased in some functions and locations.Oversall, the adjustments are expected  to generate savings of approximately US$140 million per year, beginning in 2015.

5c17fc87efe78e79be51dbbdbc71976a_400x400Macy’s, Inc. has announced a series of initiatives to evolve its business model and invest in continued growth opportunities as consumers change the way they shop.
Actions include a restructuring of merchandising and marketing functions at Macy’s and Bloomingdale’s consistent with the company’s omnichannel approach to retailing, as well as a series of adjustments to its field and store operations to increase productivity and efficiency. As part of the realignment of the organization, Maria Cristina Rios, Director of Multicultural Media Strategy will shift to the role of  Director, Consumer Segments – Multicultural. Her role will solely focus on creating strategies to retain and attract new multicultural customers and will report into Customer Analytics.The responsibility of multicultural media strategy will shift to Linda Tran, Director of Magazine & Multicultural Media Strategy. Tamara Weston, National Multicultural Marketing Manager, will stay in media in her current role and will now report to Linda Tran as a part of the new structure effective as of February 9.

Restructuring in Merchandising/Marketing

Both Macy’s and Bloomingdale’s are restructuring their respective central merchandising and marketing functions so each brand can develop and present its assortments seamlessly across channels and provide a single omnichannel view in all product categories. Going forward, one unified merchandising and marketing organization – a hybrid of store and online buying – will support the entire Macy’s business to encourage both store and digital growth. The same is true at Bloomingdale’s.

These changes support continued growth and an enhanced shopping experience online and via mobile, as well as in stores.

Simultaneously, Macy’s will make selected changes to its merchandising-related functions in local districts (administrative grouping of Macy’s stores) around the country. The company will discontinue district planner positions and reinvest in new regional teams devoted to specific themes of merchandise localization. These changes in merchandising and marketing are expected to affect approximately 115 associates in Macy’s and Bloomingdale’s central offices in New York City, as well as about 150 associates in local markets nationwide.

Adjustments in Stores/Field

An average of two to three associates will be affected in each of Macy’s and Bloomingdale’s approximately 830 stores (out of an average workforce of approximately 150 associates in each store), for a total of about 2,200 affected associates nationwide. The company is working to place as many affected associates as possible in other open positions.

Also, two existing Macy’s stores districts are being merged into nearby districts – thus reducing the ongoing number of stores districts to 58 from the current 60.

With the changes announced, Macy’s, Inc. will be increasing its workforce in some functions and locations while decreasing in others. In total, the Macy’s, Inc. workforce is expected to remain at a level of approximately 175,000 associates.

“Our business is rapidly evolving in response to changes in the way customers are shopping across stores, desktops, tablets and smartphones,” said Terry J. Lundgren, Macy’s chairman and chief executive officer.“Macy’s, Inc. has benefitted in recent years by having invested early and aggressively in our M.O.M. strategies (My Macy’s localization, Omnichannel integration and Magic Selling customer engagement). This has included talent, technology, omnichannel infrastructure and fulfillment capability.We remain committed to M.O.M. as our strategic roadmap.,” added Lundgren.

Our business is rapidly evolving in response to changes in the way customers are shopping across stores, desktops, tablets and smartphones

Growth Investments Planned for 2015

The company will reinvest savings from merchandising, marketing, store and field initiatives. Plans include:

  • Creating a team within the company to explore potential opportunities for a Macy’s off-price business. Continue progress in digital retailing, including further developing the technology, speed and customer experience of macys.com and bloomingdales.com as they are accessed via desktop, smartphones, tablets and apps.
  • Advancements in business systems and information technology.
  • Increasing direct-to-consumer fulfillment capacity in every Macy’s and Bloomingdale’s store and at the five existing dedicated fulfillment centers located in Arizona, California, Connecticut, Tennessee and West Virginia. In addition, as many as 1,500 new year-round and seasonal associates will be hired this year at a new 1.3 million-square-foot direct-to-consumer fulfillment center now being built in Tulsa County, OK.
  • New stores to be opened in fall 2015, including a Macy’s in Ponce, PR, which will employ about 275 associates, as well as a new Bloomingdale’s in Honolulu, with an expected workforce of 250 associates.

Store Closings/Openings

descargaMacy’s, Inc. also detailed a series of adjustments to its portfolio of stores across the country.

  • A three-story Bloomingdale’s of 150,000 square feet will be added in an expansion of Westfield Valley Fair Shopping Center in San Jose, CA. The store is expected to open in fall 2017 and employ an estimated 250 associates.
  • Macy’s will build a new 155,000-square-foot store on two levels to replace its existing 136,000-square-foot Westfield Century City location in Los Angeles, CA, expected to open in November 2016.
  • New Macy’s stores will be opening in: o Plaza Del Caribe, Ponce, PR (150,000 square feet; to open in fall 2015; approximately 275 associates); o Ka Makana Ali’i, Kapolei, HI (103,000 square feet; to open in fall 2016; approximately 180 associates).o Mall at Miami Worldcenter, Miami, FL (195,000 square feet; to open in fall 2017; approximately150 associates).
  • New Bloomingdale’s stores will be opening in: o Ala Moana, Honolulu, HI (167,000 square feet; to open in fall 2015; approximately 250 associates); o Mall at Miami Worldcenter, Miami, FL (120,000 square feet; to open in fall 2017; approximately 225 associates).
  • New Macy’s and Bloomingdale’s stores are planned to open in Al Maryah Central in Abu Dhabi, United Arab Emirates, in 2018 under license agreements with Al Tayer Group.
  • The company is also closing almost 14 Macy’s stores , being closed account for approximately US $130 million in annual sales, some ofwhich is expected to be retained in nearby stores and with online/mobile sales.Associates displaced by store closings may be offered positions in nearby stores where possible.

“In 2014, about US$1 billion of Macy’s and Bloomingdale’s directto-customer shipments originated from Macy’s and Bloomingdale’s stores. Moreover, our process for Buy Online Pickup in Store has established a new dimension in customer access and convenience,” Lundgren said. “We continue to maintain a very strong nationwide network of stores through an ongoing process of selectively adding new locations while also trimming those that no longer meet our performance requirements.”

Financial Impact

The changes announced are estimated to generate savings of approximately US$140 million per year, beginning in 2015. The company expects to reinvest savings into technology and growth initiatives, including those described above, as well as to offset higher expense expected in health care and retirement plans.

Macy’s, Inc., with corporate offices in Cincinnati and New York, is one of the nation’s premier retailers, with fiscal 2013 sales of US $27.931 billion. The company operates about 840 stores in 45 states, the District ofColumbia, Guam and Puerto Rico under the names of Macy’s and Bloomingdale’s, as well as the macys.com andbloomingdales.com websites.

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
Walmart151.78937,140
Macy’s92.48921,899
Target92.13614,229
JCPenney54.84212,017

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/NetworkUnivisionTelemundoGalavisionmun2
Walmart1.7%1.3%5.8%6.9%
Macy’s0.9%1%1.5%1.2%
Target1.2%1.7%0%3.8%
JCPenney1.8%2.8%1.5%4.3%
Retailer/NetworkProportion of TV Ad Budget spent on UnivisionInvesment in US$ (millions)
Walmart10.3%15.6
JCPenney9.8%5.4
Target5.5%5.1
Macy’s4.7%4.4

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. 15 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!

  • Nordstrom

descarga (10)Nordstrom has found a new agency for its media account after a review: Mindshare. The retailer spent nearly US $40 million in media last year and more than US $15 million in the first half of 2014, according to Kantar Media. Mindshare, a unit of WPP’s GroupM, will run the account out of its office in Santa Monica, Calif. Previously, a unit of Omnicom Media Group handled media planning and buying for Nordstrom. The retailer produces ads internally and in 2013, used Mekanism for a campaign that was tagged “Youphoria.”

  • Macy’s

descarga (11)Macy’s has shifted its multicultural creative account to a new shop. New York shop Walton Isaacson has landed the business after a review. Walton Isaacson succeeds Vox Collective on the assignment, which includes marketing and events that are designed to reach blacks and Hispanics. Vox had worked for Macy’s for several years.Annual media spending is estimated at US$40 million.The win will expand a relationship that began in early 2014. Since then, Walton Isaacson has handled several projects for the retailer, including Black History Month events featuring model Beverly Johnson. The new shop’s first work for Macy’s is expected in the spring of 2015. Carat continues to be Macy’s media buying and planning agency.

  • NBCUNIVERSAL

ikYd5eRn_400x400NBCUniversal’s Hispanic Enterprises and Content has added República, a cross-cultural advertising, digital and communications agency, to its agency roster, effective immediately. República will report into Jacqueline Hernandez, Chief Marketing Officer, Hispanic Enterprises and Content, NBCUniversal. This new assignment expands República’s role within NBCUniversal beyond the advertising and marketing services it has been providing to Universal Orlando Resort since 2009.Led by its co-founders, Chairman & CEO Jorge A. Plasencia and President & CCO Luis Casamayor, República will provide a myriad of services to NBCUniversal’s Hispanic Enterprises and Content, including advertising creative, brand strategy, promotions and consumer engagement supporting its broadcast, cable and digital networks, as well as its marketing, community relations and government affairs departments.

  • Ronald McDonald

descarga (5)Ronald McDonald , the McDonald’s spokesclown, posted a video on his Instagram feed with footage of him skydiving in Dubai, part of a larger McDonald’s global marketing effort for Ronald McDonald. The social media effort is the latest in a campaign that started this summer known as “Fun makes great things happen.” Though Ronald McDonald has his own Instagram feed, he still does not have a Twitter handle. The company said that Ronald would on occasion tweet from its corporate @McDonaldsCorp account.Here is the video:

  • T-CAAN/ SJN

descarga (3)The Trans-Canada Advertising Agency Network (T-CAAN) and the San Jose Network (SJN) have announced a hemispheric alliance that will share resources and expertise through the cooperative operations of both networks.Read more.

  • Saucey

descarga (4)Saucey,the alcohol delivery app that is trying to gain a foothold in the newly competitive alcohol-delivery sector, is running a promotion with Jack Daniel’s that includes Frank Sinatra impersonators dropping off whiskey to doorfronts. The program will run in Los Angeles and San Francisco, the two cities where Saucey operates.To qualify, buyers must use a special Sinatra ordering code, or buy one of several Sinatra packages. That includes a deal called the “Rat Pack” that comes with the Sinatra Select super-premium version of Jack Daniel’s along with cigars. Mr. Sinatra, who famously referred to Jack Daniel’s as the “nectar of the gods,” turned age 99 on Friday, which is the hook for the promotion.The startups allow users to order beer, wine and liquor on smartphones and have it delivered from local retailers. brands have begun partnering with the companies as online ordering grows in popularity.

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!

We are continuing to add the best and brightest players in the Marketing space to the speaker roster of our Annual Conference (#Portada14 on Sept. 17 and Sept. 18) in New York City.

The latest additions include:
André V. Branch, National Account Sales Vice President – Macy’s Lancôme USA
Chet Fenster, Managing partner, director of content creation, MEC Entertainment
Maria Rios, Director, Multicultural Marketing & Media Strategy, Macy’s
Xavier Mantilla, SVP Multicultural, IPG Mediabrands/Identity
Aaron Kushner, CEO of Freedom Communications
Trevor Hansen, CEO, EPMG360
Vilma Vale-Brennan, MEC Managing Partner, Multicultural Lead

#Portada14
#Portada14

The agenda of #Portada14  (the Hispanic Music and Entertainment Marketing Forum on Sept. 17 in New York City’s Scholastic Auditorium and the 8th Annual Hispanic Advertising and Media Conference on Sept. 18 in the same venue)  is designed to provide marketing, media and entertainment executives key market intelligence and the best networking opportunities.

EARLY BIRD REGISTRATION expires tomorrow Friday August 8, make sure to register!

Other major Marketing, Media and Advertising luminaries present at #Portada 14 are:

Keisha Andrews-Rangel, Managing Director, nTrigue media
Isabella Sanchez, VP, Media Integration, Zubi Advertising
Oscar Madrid, Director, Multicultural Marketing, Verizon
Ana Lucia Soto, Media Manager, JC Penney
Lyris Leos, Brand Marketing Strategy Director, JC Penney
Cesar Sroka, Group Account Director, Omnicom Group
Maria Lopez Knowles, CMO, Pulpo Media

Hispanic marketing growth drivers and challenges that will be explored include:

– A Radiography of Hispanic Music and Entertainment Consumption
Branded Entertainment: Crucial changes in the paradigm
– Inside the mind of an Internet Radio Planner
– The unended quest: How to connect in-language or in-culture across generations
– How JC Penney markets to the Latina brand muse
Hispanic print: Are national advertisers not getting it?
– The Digital Video explosion
– What is programmatic?

Already confirmed #PORTADA14 SPONSORS are:
8th ANNUAL HISPANIC MUSIC AND ENTERTAINMENT MARKETING CONFERENCE

Gold Sponsors:
Ebuzzing
GFK
YuMe

Bronze Sponsors:
Mocospace 
Prime Access

Wi-Fi Sponsor
La Musica

HISPANIC MUSIC AND ENTERTAINMENT MARKETING FORUM
Spotlight Sponsor
Batanga Media 
For sponsorship opportunities, contact Kelley Eberhardt at Kelley@portada-online.com or call 1212 685 44 41

ABOUT #PORTADA14
Portada, www.portada-online.com. the leading Source on Hispanic Marketing and Media (www.portada-online.com) is celebrating its Annual Conference on September 17 and 18 in New York City’s Scholastic Auditorium & Greenhouse with Rooftop Terrace. #Portada14 comprehends the 8th Annual Hispanic Advertising and Media Conference on Sept. 18 (www.portada-online.com/events/hispanic-conference) and the Hispanic Music and Entertainment Marketing Forum (www.portada-online.com/events/hispanic-forum) on September 17. Both events can be attended independently or through a combo ticket.
Twitter: @portada_online
Facebook: Facebook.com/Portada

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.

Interactive Directory of Corporate Marketers and Agency Executives is 50% off, this week only (until Dec. 13) !To take advantage of the offer call Armando Gutierrez at 1-800-937-5322 or e-mail him at  armando@portada-online.com

  • Macy’s

NuestraThalia.com Photo GalleryMacy’s inked a multi-year agreement for an exclusive new women’s fashion brand inspired by Thalía, an international actor, recording artist, music producer, author and philanthropist. The new brand — called Thalía Sodi — is expected to launch exclusively in 300 Macy’s stores across the United States and on macys.com in spring 2015 with dresses, tops, pants, shoes and jewelry. Additional categories are expected in future years.”Thalía is one of the biggest stars on a global stage — a favorite artist and personality not only in the Latino community, but among fans everywhere who love her music, her style, her passion and her charisma,” said Terry J. Lundgren, chairman, president and CEO of Macy’s Inc. Thalía Sodi products will be designed and produced by Macy’s Private Brands organization based on Thalía’s viewpoint and lifestyle. She will provide marketing support, including serving as the brand’s model, spokeswoman and advocate.

  • Unilever

CPG company Unilever will cut back staffing by 12%, or more than 800 jobs, including many in the U.S.; will trim the number of product varieties it sells by 30%; and will reduce its agency and commercial production fees. The company also plans to spend more ad dollars in digital to cut costs.Unilever, which employs a staff of 7,000, is a massive advertiser, having spent $9.1 billion on advertising and promotion in 2012, and its agency and production costs are estimated to be $2.4 billion annually. Keith Weed, chief marketing and communications officer, believes the company can be streamlined without any negative impact.

  • Sprint

sprintSprint debuted a new ad initially exclusive to one person’s Twitter Feed. The wireless company will first feed a new video ad from its current TV campaign, starring James Earl Jones and Malcolm McDowell, to the Twitter account of Danielle Gray for her to share with her friends. In the spot, the two actors read a text exchange between Gray and her boyfriend. The video tweet will be sent out at 6 p.m. Wednesday. Gray and her friends will have the exclusive until midnight, when it will be posted to Sprint’s Facebook page with Gray tagged. Digitas in Boston is handing the social media for the campaign.

  • Unilever U.S. Shopper Marketing

Geometry Global, the entity resulting from the merger last June of WPP Group’s G2, JWTAction and OgilvyAction retail marketing operations, has won the Unilever’s shopper marketing business in the U.S, Adweek reports.The below-the-line business is estimated at US. $400 million media account or $40 million in revenue, sources said. Unilever is one of WPP’s largest clients.

Read previous issues of Sales Leads!

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.

Interactive Directory of Corporate Marketers and Agency Executives is 50% off, this week only (until Dec. 13)! To take advantage of the offer call Nicolas Miranda at 1-800-937-5322 or e-mail him at  nicolas@portada-online.com

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What: Walmart was among the top 3 retailers on Black Friday. Both in the brick and mortar retailers visit ranking as well as in the online retailer ranking, according to data revealed by research companies Placed and ComScore. Target and Best Buy also occupied leading positions in both the digital and off-line rankings. Amazon led in digital visits (see Tables in article below). For the holiday season-to-date, US$ 20.6 billion have been spent online, marking a 3% increase versus the corresponding days last year (with Thanksgiving falling so late this year the season-to-date this growth rate is being artificially suppressed in the short-term).
Why it matters: Brick and mortar retailers are trying to optimize their off-line presence to increase both off-line and online sales.

Photo: EFE
Photo: EFE

Black Friday 2013 (November 29) saw U.S. $1.198 billion in desktop online sales, making it the season’s first billion dollar day and heaviest online spending day to date, while representing a 15-percent increase versus Black Friday 2012.

Thanksgiving Day (November 28), while traditionally a lighter day for online holiday spending, achieved a strong 21-percent increase over Thanksgiving Day last year to U.S. $766 million.

“While Black Friday – and now Thanksgiving Day – is the traditional kick-off to the brick-and-mortar holiday shopping season, both days continue to grow in importance on the online channel,” said comScore chairman Gian Fulgoni.

“Clearly many consumers prefer to avoid the crowds and lines typically associated with Black Friday by shopping from the comfort of their own homes, and we saw a record 66 million Americans do that this year. Also interesting is that the recent trend of kick-starting holiday shopping by opening stores on Thanksgiving Day seems to be having a spillover effect on the online channel.

Thanksgiving once again posted a well above average growth rate and is the fastest-growing online shopping day over the past five years, as more Americans opt for couch commerce following their Thanksgiving Day festivities.”

Because comScore is counting desktop, and doesn’t seem to be incorporating mobile, it’s still going to be interesting to see what mobile engagement and spending looks like by the numbers, as Techcrunch points out. IBM said that mobile traffic grew to 39.7 percent of all online traffic, an increase of 34 percent over Black Friday 2012. Mobile sales reached 21.8 percent of total online sales, an increase of nearly 43 percent year-over-year.

Offline shopping behavior

Photo: EFE
Photo: EFE

To better understand which retailers were most successful at driving people into stores on Black Friday, Placed analyzed offline shopping behaviors from Placed Insights service, which measures more than 125,000 U.S. smartphone panelists who have opted-in to share their location. The study revealed this year’s Black Friday winners: Walmart was by far the top shopping destination this Black Friday, beating out its nearest competitor, Target, with more than twice the share of total shoppers. Best Buy remained a top destination for Black Friday shoppers ranking as the #3 most-visited retailer. Retailers that chose to remain closed on Thanksgiving, including The Home Depot, Lowe’s, Sam’s Club, and Costco, lost no time in driving people into stores on Black Friday. All four retailers secured spots within the Black Friday Top 10. Macy’s was the winner among department stores, ranking as the top gainer in week-over-week traffic share followed by J.C. Penney, Kohl’s, and Sears.

Retailers that chose to remain closed on Thanksgiving, including The Home Depot, Lowe’s, Sam’s Club, and Costco, lost no time in driving people into stores on Black Friday.

Big box and department stores weren’t the only ones that saw solid gains on Black Friday. Apparel and specialty retailers Old Navy and Victoria’s Secret, secured 2 of the top 3 spots in the top-gainers ranking.American Eagle, which won last Black Friday, once again displayed a strong showing in store traffic on the busiest shopping day of the year.

Walmart, Target and Best Buy lead among offline retailers…

1

Walmart

2

Target

3

Best Buy

4

The Home Depot

5

Lowe’s

6

Kohl’s

7

Macy’s

8

J.C. Penney’s

9

Sam’s Club

10

Costco

Note: Top 10 visited Black Friday Retailers by share of visitors*
Based on Top 100 Retailers, excludes Drug Stores
Source: Placed

… Amazon, eBay and Walmart among online retailers

1

Amazon

2

eBay

3

Walmart

4

Best Buy

5

Target

Note: Most visited retail digital properties con Black Friday. Total U.S. – Home & Work Desktop Computers.
Source: ComScore

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.

  • Toyota- Scion

This upfront season saw plenty of growth in the auto category, at least if you were selling inventory in the Hispanic market. That’s one of the reasons that Toyota brand Scion saw fit to make its first Spanish-language upfront buy this year. Starting in October, it’ll roll out across Univision’s various properties, including an integration in Gossip Girl Acapulco, Adweek reports. “It is not new for Scion to reach the Hispanic youth,” said Nancy Inouye, national marketing manager for Scion. “But in the past we’ve been targeting the acculturated youth.” Inouye said that the outreach to bilingual Hispanics was a relatively new one for the company. Last year, it began advertising with Univision and this year decided, with agency Zenith Optimedia, to bring the network on board for Spanish-language creative with a comprehensive buy that includes sports, scripted shows and a Q2 buy that will incorporate bumpers branded to Univision’s movie programming.

  • Safeway

SafewaySafeway is teaming up with Food Network host, top-selling cookbook author Marcela Valladolid to create the Marcela Valladolid brand. The new Safeway-exclusive brand offers an assortment of quality and flavorful food products that make it easy for shoppers to bring home a real taste of Mexico.”Growing up in Mexico, I know what real Mexican food is — and isn’t,” Valladolid said. “Hispanic shoppers are important to Safeway and we are excited to team up with Marcela to bring this innovative brand to all our shoppers seeking a real Mexican eating experience,” said Joe Ennen, senior vice president of consumer brands for Safeway. “Marcela has been a fantastic partner for us to work with on our mission to make authentic Mexican foods accessible and approachable for Safeway shoppers everywhere.” Marcela Valladolid products, made exclusively for Safeway, will be on shelves in more than 1,400 Safeway stores nationwide beginning this month.

  • Aflac

Columbus-based Aflac debuted its new Spanish-language television commercial called “Rehearsal” on Spanish television and radio stations in key Hispanic markets.The commercial is the third Spanish-language commercial in 2013, and is the final installment of the company’s “Out of Work Duck” campaign, the company said.
The campaign chronicles the Aflac Duck through an unexpected injury, recovery, and now his quest to get back to work as Aflac’s famous spokesduck, Aflac said in a statement.According to the company, “In this new ad, the Aflac Duck is rehearsing backstage to get the ‘word’ out, using a variety of popular Latin cliches to connect with the diverse Hispanic community, about the company that pays policyholders cash benefits so they can focus on recovery rather than worry about their finances . The ‘word,’ of course, is ‘Aflaaaac!'”
Aflac Executive Vice President and Chief Marketing Officer Michael Zuna said of the campaign, “As the diverse Hispanic market continues to grow, we want to remind all Spanish-speaking consumers about the peace of mind that Aflac policies can help provide.””Rehearsal,” which is targeting all Hispanic adults, will air on Spanish television and radio stations in New York, Miami, Los Angeles, Houston, Orlando, Puerto Rico, and San Francisco, the company said.
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  • Macy’s

This fall in celebration of Hispanic Heritage Month, Macy’s honors Latino-Americans contributions to fashion, music and culture in partnership with Vanidades, a Spanish language women’s lifestyle magazine published by Televisa Publishing and Digital.With special events at select locations across the country, Macy’s is set to commemorate the cultural influence of the Latino community while also paying homage to two international stars and named this year’s Macy’s Icons of Style — singer, actress, author and fashion designer Thalia and Nickelodeon’s animated preschool heroine Dora the Explorer.Macy’s Hispanic Heritage events will take place at select stores across the country. Customers who join the celebration will have the opportunity to take a look Inside Thalia’s Closet and/or meet Dora the Explorer.The celebrations kick off Sept. 20 with a Dora the Explorer event at Macy’s West Covina in West Covina, Calif., at 5 p.m., and continue through Oct. 12.

  • Carnival Cruise Lines

CarnivalA 60-second TV spot will begin running next week on primetime TV shows such as CBS’ How I Met Your Mother and NBC’s Parks and Recreation, as well as on various cable networks, The New York Times reports. It will feature snippets from videos and photos submitted by former passengers, as well as from folks specifically hired to take cruises on Carnival and shoot photos. The campaign will also include digital and radio advertising.
Carnival hasn’t run any TV advertising and only limited digital ads since the February fire that stranded 4,200 passengers and crew in the Gulf of Mexico for five days. Jim Berra of Carnival said the campaign was “designed to accelerate recovery in advance of the wave season in the first quarter of 2014.”

  • Burger King

Fox Sports YouTube and Fox Sports have agreed to jointly sell ads on the sports network’s YouTube channel, the companies said, signing up Burger King as the initial sponsor.As part of the program, which began earlier this month to coincide with the start of the NFL season, Burger King branding and ads appear on the fantasy football-themed section “Inside Fantasy.” The fast-food chain is running pre-roll ads against videos there along with banners promoting its Buffalo Chicken Strips. Its branding is also featured within the videos — on a news desk, for example, bearing the Burger King logo.

  • Bud Light

Univision Deportes, Univision’s sports division, announced that it will produce “Primero y Diez Presentado por Bud Light” (“First and Ten Presented by Bud Light”), a weekly web series jam-packed with the latest and greatest in NFL news, reviews and play-by-play breakdowns, for the NFL’s official Spanish-language websiteNFL.com/Español. The show is available every Friday at 10a.m. ET thereafter, through the close of the NFL season.“Our first season-long, branded effort in partnership with the NFL and Bud Light, ‘Primero y Diez’ marks a turning point for Hispanic American football fans,” said Juan Carlos Rodriguez, president, Univision Deportes. “By providing up-to-the-minute news, analysis and highlights—specially curated for Hispanic viewers, and delivered by commentators from the Univision Deportes family—we are able to provide fans with a more relevant and complete overview of the NFL season.”

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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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.

  • Wells Fargo

Wells FargoWells Fargo announced it will sponsor the Mexican National Soccer Team for the team’s annual U.S. Tour building on the company’s July 31 announcement of a national sponsorship of Major League Soccer (MLS). Sources at Wells Fargo tell Portada that it negotiated the terms directly with Soccer United Marketing/FMF (Federacion Mexicana de Futbol), with input from their agencies. Annual activation and media plans will be determined year to year throughout the course of the agreement. (For more information read today’s Interview with Mariela Ure, SVP Hispanic Segment at Wells Fargo).

  • Ford Mustang

Ford is launching ‘Mustang Countdown,’an online video series to throw the spotlight on the legendary sports car and the culture that has formed around it all across the globe, and to continue the celebration leading up to the 50th birthday of the car on April 17, 2014. JWT is implementing the campaign which is centered at Ford Mustang’s YouTube channel . The campaign will last until the 50th birthday of the car on April 17, 2014.

  • Time Warner Cable

Time Warner Cable launched a series of national Spanish-language TV spots to celebrate the road to the 2014 soccer World Cup in Brazil, Multichannel reports. The “Every Fan Counts” (“Cada fan cuenta”) campaign targets U.S. Hispanic customers in general but particularly those cheering for Mexico, Argentina and Brazil. The campaign, which focuses on customer acquisition and upgrade, is currently running across Spanish-language broadcast networks, including Univision and Telemundo.

  • Corona Extra

Corona Extra and pop singer Marc Anthony are coming together for the U.S. leg of the multiple (Latin) Grammy Award-winner’s “Vivir Mi Vida” world tour. The nine-city tour will start on Aug. 23 in Miami, with Corona as the official beer sponsor. The sponsorship includes an array of elements to support the brand at retail and at the concerts, including pouring rights at each venue, retail point-of-sale, event signage, brand inclusion in concert promoter media outreach. (Corona is a Crown Imports brand. John Alvarado, Senior Director  Brand Marketing at Crown Imports, will be one of the main speakers at Portada’s Seventh Annual Hispanic Advertising and Media Conference in New York next month on Sept. 26.)

  • Macy’s

The Cincinnati-based retailer said sales in the second quarter of 2013 slid 1% to US $6.01 billion. On a comparable-store basis, sales also receded 1%.“Second quarter sales performance was softer than anticipated,” says Terry J. Lundgren, Macy’s, Inc. chairman and CEO, in its release, “and we are disappointed with the results. Our performance in the period, in part, reflects consumers’ continuing uncertainty about spending on discretionary items in the current economic environment. After a cool spring, we have taken appropriate markdowns and customers are responding favorably.” The company, which says it is intensifying second-half marketing spending as a result of the softer sales, adds that it is encouraged by its early take on back-to-school sales as well as stronger spending in women’s ready-to-wear category.

  • Taco Bell-Doritos Locos/Fiery

Taco BellTaco Bell last week revealed the third flavor in its Doritos Locos Tacos menu line: Fiery. The Irvine, Calif.-based division of Yum! Brands Inc. said the follow-up to the Nacho Cheese and Cool Ranch Doritos Locos Taco flavors will be available nationwide on Aug. 22. The company said the Fiery DLT launch will be supported by television, in-store point-of-purchase materials and radio advertising, staring Aug. 25, as well as the digital and social media activity already underway.

  • Jell-O 

To boost declining popularity and sales, Kraft is shifting directions by scrapping its adult targeted advertising and focusing more on families, Ad Age reports. Kraft will double its previous Jell-O marketing spending on a new campaign that will include TV, print and digital. The tagline of the new campaign is “Fun Things Up.”

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.

Join us at PORTADA Mexico!