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People change positions, get promoted or move to other companies. Portada is here to tell you about it.

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1b60585Sara Timmins has joined Eclipse Marketing Services, Inc. as Director of Sales and Strategic Partnerships. She reports to Laurie Silverman, VP Strategic Partnerships & National Accounts. Sara will be responsible for cultivating client relationships and assuring they are provided with the insights, strategy, marketing partnerships and campaigns needed to maximize their growth and revenue. Sara comes to Eclipse from RLTV in Baltimore, Maryland, where she rose to become Director of Distribution.

descargaUnivision Communications Inc. (UCI),  has named Dominic Fails senior vice president of Local Media Sales, effective immediately. He will report to UCI’s Chief Local Media Officer, John Eck.Fails most recently served as vice president and director of sales for Univision’s local media stations in Chicago. Before joining UCI, he served as vice president of corporate sales at Journal Broadcast Group. He holds an MBA from the McCombs School of Business at the University of Texas at Austin and a Bachelor of Arts from Coe College.

Estrella TV announced that Cathy Lewis Edgerton has joined the top-rated Spanish language television network as senior vice president of distribution and affiliate sales. Reporting to the Chief Operating Officer, Winter Horton, Cathy comes to Estrella TV from Viacom Media Networks where she was responsible for the distribution deals for a portfolio of networks including MTV, Vh1, Nickelodeon and Comedy Central. In her role at Estrella TV, Cathy is responsible for helping to attain and exceed the channel’s distribution goals by maximizing existing client partnerships and forging new ones.

descarga (3)Flavio Morales has been named Executive Vice President at Endemol Shine Latino, U.S. Initiatives.A longtime Telemundo programming executive, Morales will develop unscripted, scripted and digital content aimed at the U.S. Hispanic/English-speaking marketplace. Morales is based in Los Angeles and will work closely with the Endemol Shine Latino team in Miami.  Most recently Morales was EVP at BIG VIDA Entertainment.Previously, he was a top programming executive at NBCUniversal¹s Telemundo¹s cable network mun2 (now NBCUniverso.

descarga (4)Wendy Clark has been named chief executive officer and president of DDB Worldwide‘s North American operations.Clark will join DDB in January from Coca-Cola North America, where she has been president of the beverage giant’s sparkling brands and strategic marketing. She has held several senior marketing positions since joining Coke in 2008. At DDB, Clark succeeds Mark O’Brien, who will move to executive vice president at Omnicom Group, the agency’s parent firm.

300xNx244F90B81-F0F4-E3E3-B37D17768393BD78.jpg.pagespeed.ic.015epWoVXTHumberto Duran has been named VP of news operations and production management at Telemundo. He was previously executive producer at CCTV America and prior to that was executive producer at NTN24. He also served as an executive producer at CNN en Español.

 

 

172f1b1AHAA: The Voice of Hispanic Marketing announced Linda Lane Gonzalez, president of Viva partnership, as its new Board Chair. She succeeds Aldo Quevedo, who has completed his term. Gonzalez will lead the Board of Directors to deliver on the organization’s strategic plan that increases AHAA’s advocacy and thought leadership to underscore the pivotal role of Hispanic agencies in today’s marketplace.

In addition, AHAA announced that Maria Lopez-Knowles, CMO at Entravision, Isaac Mizrahi, SVP/Managing Director at Alma, and Isabella Sanchez, VP of Media Integration at Zubi Advertising have joined the Board of Directors each for a two-year term.

descarga (1)Entravision’s Chief Marketing Officer Maria Lopez-Knowles is an accomplished industry leader. Prior to Entravision, she served at Pulpo Media as Chief Marketing Officer, GlobalHue Latino as President, and founded MRM Worldwide’s (McCann Worldgroup) practice targeting the über-acculturated Hispanic both online and above-the-line, with a keen focus on brand influencers. Lopez-Knowles has worked on accounts such as Microsoft, Visa, HR Block, Verizon, MasterCard, Subway, General Electric, Diageo, and Avery Dennison (Office Products).

1069873Isaac Mizrahi is a marketing master and economist who has spent more than 20 years honing his award-winning skills on behalf of international brands such as Coca-Cola, Bellsouth International, Sprint-Nextel and British American Tobacco in Latin America and the U.S. Since 2009, Mizrahi has held the position of SVP/Managing Director at Alma leading the agency’s business and operations

 

descarga (2)As Zubi Advertising’s Vice President of Media Integration, Isabella Sanchez oversees all integrated media for American Airlines, Dunkin’ Donuts, Ford Motor Company, Ford California Dealer Associations, JP Morgan Chase, and Lincoln Motor Company. With a career spanning more than 20 years, she has held leadership positions at Tapestry, a division of Starcom MediaVest Group, and The Bravo Group, a division of WPP. In 2003, Sanchez was honored by AHAA and HispanicAd.com as the “Media Planning Executive of the Year.”

 

Entravision, chose the month of September, exactly Thursday Sept. 24, to have its upfront show in New York City’s AXA Equitable Center. Led by Entravision’s CEO Walter Ulloa, the upfront session’s theme was “1” (1 Year Anniversary of Pulpo Media acquisition); “5” (launch of the Radio Network); and “20” years since the company was created. The upfront presentation was crowned with a performance by Sony Music Latin Recording Artist Victor Manuelle.

Maria_Lopez_Knowles_Pulpo_Media-1380102749C-level executives including Chief Revenue Officer Mario Carrera, Jose Villafañe, president of National Sales, Franklin Rios, ‎President, Luminar & EVP, Digital at Entravision Communications, and Maria Lopez Knowles (photo), CMO of Entravision, all alluded to the “seismic shifts” the Marketing and Media space is going through and how Entravision is approaching the market with an Omni channel reach not only through TV, Radio and Digital Media but also through the ability of in-house audience analytics to attribute campaign results to each of those channels. CMO Lopez Knowles characterized the Hispanic audience as “valuable, younger and more influential”.

Hispanic Audiences are valuable, younger and more influential.
Key announcements that Entravision executives made during the upfront “1-5-20” upfront include:
Partnership with NFL: Entravision touted the just acquired new three-year Spanish-language rights deal to broadcast all NFL regular season Sunday night games, two Thanksgiving games and all AFC Playoff games. All games will be broadcast live on 15 Entravision radio stations in 13 markets across the United States and various Entravision Solutions Audio Radio Network stations.
Exclusive Content Partnerships: Executives from the broadcaster explained the local and national ratings growth of its station platform and how its network affiliate count has doubled to more than 300 stations in the last five years, with coverage of 95% of the U.S. Latino population. Exclusive partnerships include five-year-old “El Show de Erazno y La Chokolata” (cleared on 85 stations), Alex “El Genio” Lucas (59 stations) and Eddie “Piolin” Sotelo (45 stations).
New Studio in Los Angeles: A new studio will be established in Los Angeles to facilitate digital and off-line forays (including emore than 100 events per year) of Entravision talent and sponsors.
– Study on programmatic Audio Buying in Partnership with WideOrbit. As programmatic audio buying is becoming a major factor in audio buys, Entravision will be producing a study together with Advertising Management Software Company Wide Orbit.

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s new Career Board!)

For prior Changing Places editions, click here.

Skyword, a content marketing and services company, announced the appointment of George Levy as Director of Brand Partnerships for the US Hispanic and Latin American markets. In this position, George will lead the efforts to help major brands build meaningful connections with customers in these markets through original storytelling. Fluent in English, Spanish, and conversational in Portuguese, Levy comes to Skyword with 15 years of experience creating and executing digital marketing strategies across Latin America and the US Hispanic market. Most recently Levy worked as Chief Engagement Officer at The Mundial Sports Network, a leading Latino sports network ranked #1 by comScore.

MariaLopez-KnowlesEntravision Communications Corporation, a diversified media company serving Latino audiences and communities, has announced that it has promoted María Lopez-Knowles from Chief Marketing Officer (CMO) of its Pulpo Media business unit to the newly created position of CMO of Entravision.Lopez-Knowles will oversee Entravision’s multimedia marketing efforts across its diverse broadcast, radio and digital properties, as well as develop and manage Entravision’s corporate marketing strategy in order to achieve the company’s strategic objectives. Lopez-Knowles will report directly to Walter F. Ulloa, Chairman and Chief Executive Officer of Entravision.Read more.

imagesChris Thomas has been promoted to CEO of the Americas at BBDO Worldwide.He will oversee 21 agencies in the U.S., Canada and Latin America. He will also continue in his role as chairman of I&S BBDO Japan and as chairman of BBDO digital unit Proximity. As CEO of the Americas, Thomas fills the role last held by Troy Ruhanen in 2013. Thomas will give up his post as CEO of Asia, the Middle East and Africa.

0e0967bRob Reifenheiser  has been promoted to managing director, North America, at independent digital media agency Essence. He takes on the role that was previously filled by Christian Juhl. Reifenheiser, will oversee all U.S. offices for the agency, including those in New York, San Francisco and Seattle.

 

 

cathycarlcannes_reasonably_smallCathy Carl, global marketing director, was given the additional title of head of North America business development at Essence.

 

 

 

170a11eKarla Fernandez Parker has been named Sensis new Texas office’s managing director, effective immediately. Fernandez Parker is a brand engagement and marketing veteran specializing in total market and Hispanic advertising. She founded K. Fernandez Marketing over 18 years ago. Her career includes work with clients like Proctor & Gamble, Wells Fargo, McCormick & Company, Bank of America, M&M/Mars, and UnitedHealthcare.Read more.

2f6c331Charo Henriquez has been named Executive Editor of peopleenespanol.com, reporting to PEOPLE en Español Editor-in-Chief Armando Correa.Charo is responsible for overseeing the creation and distribution of content for audiences in the U.S. and Latin America, including video and social media.  With extensive experience in digital, Henriquez joins PEOPLE en Español with a proven track record in content optimization, audience analytics and social media strategies.Charo began her journalism career in 1996 as a business reporter for El Nuevo Día in San Juan, Puerto Rico.  During her tenure there, he served as a Senior Producer, Multimedia Editor, Digital Program Manager and Associate Business Director.Most recently, she was Innovation Editor at GFR Media—Puerto Rico’s leading media organization—where she was responsible for digital strategy for the newly merged El Nuevo Día and Primera Hora, Puerto Rico’s most visited news sites and largest paid circulation newspapers.She holds a Bachelor in Journalism and Telecommunications, from Universidad del Sagrado Corazón, in San Juan, as well as a Juris Doctor from the University of Puerto Rico.

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What: Audience-driven technology company Targeted Victory has partnered with Hispanic digital platform Pulpo Media by adding Hispanic Data to the Targeted Victory Audience Exchange.
Why it matters: Through the agreement, data and audience segments from Pulpo Media will be added to Targeted Victory’s Audience Exchange marketplace.The partnership is mostly aimed to target Hispanic voters, traditionally a demographic with low voting participation,  digitally in upcoming election campaigns and recognizes that a modern targeted  political advertising campaign must account for Hispanic demographics, across acculturation levels and digital devices.

 Portada interviewed Pulpo media’s Maria Lopez-Knowles on this partnership.

descargadescarga (1)Targeted Victory, an audience-driven technology company that specializes in programmatic media buying, has partnered with Hispanic digital platform Pulpo Media.

Through this agreement, data and audience segments from Pulpo Media will be added to Targeted Victory’s Audience Exchange marketplace. These new audience segments are available to self-service Targeted Engagement users and full-service Targeted Victory clients.

Maria_Lopez_Knowles_Pulpo_Media-1380102749Portada talked to Maria Lopez-Knowles, CMO at PULPO MEDIA, on this recent agreement:

Portada: Can you explain what an Audience Exchange marketplace means as opposed to an Ad-Exchange? Is Targeted Victory’s specialty in political audiences?

Maria Lopez-Knowles: “Ad exchange is a platform that facilitates bidding of online media ad inventory from multiple ad networks. Audience exchange is a platform that ensures that the most appropriate audience is served up an ad based on in-depth knowledge of that audience or consumer, including historical and/or transactional information about said consumer. It connects the most propended consumer with the most appropriate messaging.Yes, Targeted Victory’s specialty is indeed in political audiences.”

Portada: We understand that this partnership is mostly geared to find accurate means to target Hispanic voters digitally. Is that the case and why?

Maria Lopez-Knowles: “Absolutely. Digital Hispanics are overwhelmingly active online and it is the medium where they have found their voice. We see it across the board. Our acculturation model allows advertisers to not only target them more effectively, but message to an audience based on acculturation level – ensuring that it resonates with that Hispanic consumer in order to drive an affective brand connection, engagement, and advocacy.”

Portada: What election campaigns coming up in the U.S. are particularly prone to have strong political advertising targeting the Hispanic demographic?

Maria Lopez-Knowles: “Mid-term elections are going to be significant. That said, any Senate, House, Gubernatorial or Presidential election is critical for Hispanic voters and all should participate. 17% of the U.S. population is Hispanic. Their voices need to be heard.”

Any Senate, House, Gubernatorial or Presidential election is critical for Hispanic voters and all should participate. 17% of the U.S. population is Hispanic. Their voices need to be heard

Portada: Do you think digital advertising can be a good remedy to increase the low Hispanic participation rate at elections?

Maria Lopez-Knowles : “Absolutely. We know that online Hispanics, our (i)Hispanic segment, are comprised primarily of influencers. They are persuasive and actively involved in interpreting, demystifying, and translating for their foreign-born family and friends – this includes political issues. Reaching and touching them allows advertisers to drive greater advocacy. This co-branding, if you will, facilitates message reception and total Hispanic market return.”

Reaching and touching hispanics,  allows advertisers to drive greater advocacy

 

Spanish-language media company Entravision is buying Pulpo Media, a provider of digital advertising services and solutions focused on Hispanics in the U.S. and Latin America. The transaction, which will be funded from Entravision’s cash on hand, includes an initial payment of approximately US $15 million and up to US $3 million in contingent earn out payments based upon the achievement of certain performance benchmarks. Pulpo Media will continue as an independent unit called Pulpo Media an Entravision company.

handshake behind a corporative building.Great for any design.Entravision is buying 100% of Pulpo Media from the following investors: MHS Capital (Mark Sugarman); Crosscut Ventures (Rick Smith); Siemer Ventures (David Siemer); Robert Simon; Jim Barnett (co-founder/Chairman at Turn); and, Founders Fund (Brian Singerman). Entravision is also buying the company from Pulpo Media’s CEO Justin Kuykendall, who will stay on as President of Pulpo Media.

Pulpo Media is headquartered in Berkeley and has offices in Spain, Mexico and Argentina. “Pulpo Media will continue to work as an independent unit partnering with Luminar and will leverage Entravision’s 200+ salesforce,” Maria Lopez Knowles, CMO of Pulpo Media tells Portada. “We will remain as Pulpo Media, an Entravision company. There will be no personnel changes,” she adds. Will Pulpo Media continue to buy media for its clients at agencies and brand marketers across all digital publishers? Knowles tells Portada that “Pulp0 Media  will remain media neutral across all publishers.”

Entravision is mostly present in the U.S., but Pulpo will continue to concentrate in both U.S. and LATAM. “Entravision’s strong presence in Mexico, and border markets (along with LatAm) will only fortify us.,” Lopez Knowles says.

Pulpo Media will continue to work as an independent unit partnering with Luminar and will leverage Entravision’s 200+ salesforce.

“The addition of Pulpo Media is a strategic and highly complementary acquisition that will further strengthen our existing digital businesses,” said Walter F. Ulloa, Chairman and Chief Executive Officer of Entravision.

Pulpo Media’s Maria Lopez Knowles, tells Portada that the acquisition of Pulpo Media by Entravision is a fit in many ways. “Our strong online expertise with the (i)Hispanic market is a great complement to Entravision’s omnichannel offering, and Luminar’s focus on Big Data and Hispanic insights. This will make us more competitive across the board.”

Entravision’s Digital Expansion

Originally mostly a pure play radio and TV company Entravision has been heavily expanding into the digital media space over the last few years. In 2012 it created Luminar, a Big Data solutions provider for the U.S. Hispanic market. Earlier this year, Entravision, bought Todobebe, an integrated mostly digital  content property focused on Latino motherhood. And now Entravision is adding Pulpo Media to its staple of companies.

Spanish-language media company Entravision is buying Pulpo Media, a provider of digital advertising services and solutions focused on Hispanics in the U.S. and Latin America. The transaction, which will be funded from Entravision’s cash on hand, includes an initial payment of approximately US $15 million and up to US $3 million in contingent earn out payments based upon the achievement of certain performance benchmarks. Pulpo Media will continue as an independent unit called Pulpo Media an Entravision company.

handshake behind a corporative building.Great for any design.Entravision is buying 100% of Pulpo Media from the following investors: MHS Capital (Mark Sugarman); Crosscut Ventures (Rick Smith); Siemer Ventures (David Siemer); Robert Simon; Jim Barnett (co-founder/Chairman at Turn); and, Founders Fund (Brian Singerman). Entravision is also buying the company from Pulpo Media’s CEO Justin Kuykendall, who will stay on as President of Pulpo Media.

Pulpo Media is headquartered in Berkeley and has offices in Spain, Mexico and Argentina. “Pulpo Media will continue to work as an independent unit partnering with Luminar and will leverage Entravision’s 200+ salesforce,” Maria Lopez Knowles, CMO of Pulpo Media tells Portada. “We will remain as Pulpo Media, an Entravision company. There will be no personnel changes,” she adds. Will Pulpo Media continue to buy media for its clients at agencies and brand marketers across all digital publishers? Knowles tells Portada that “Pulp0 Media  will remain media neutral across all publishers.”

Entravision is mostly present in the U.S., but Pulpo will continue to concentrate in both U.S. and LATAM. “Entravision’s strong presence in Mexico, and border markets (along with LatAm) will only fortify us.,” Lopez Knowles says.

Pulpo Media will continue to work as an independent unit partnering with Luminar and will leverage Entravision’s 200+ salesforce.

“The addition of Pulpo Media is a strategic and highly complementary acquisition that will further strengthen our existing digital businesses,” said Walter F. Ulloa, Chairman and Chief Executive Officer of Entravision.

Pulpo Media’s Maria Lopez Knowles, tells Portada that the acquisition of Pulpo Media by Entravision is a fit in many ways. “Our strong online expertise with the (i)Hispanic market is a great complement to Entravision’s omnichannel offering, and Luminar’s focus on Big Data and Hispanic insights. This will make us more competitive across the board.”

Entravision’s Digital Expansion

Originally mostly a pure play radio and TV company Entravision has been heavily expanding into the digital media space over the last few years. In 2012 it created Luminar, a Big Data solutions provider for the U.S. Hispanic market. Earlier this year, Entravision, bought Todobebe, an integrated mostly digital  content property focused on Latino motherhood. And now Entravision is adding Pulpo Media to its staple of companies.

Pulpo Media last week announced that Maria Lopez Knowles has joined the company as its Chief Marketing Officer. In the below interview Lopez Knowles tells Portada that there is a great need to demystify the market so that advertisers can drive more efficient programs. As confusing to advertisers she cites the fact that Hispanics online  can be camouflaged due to their English-language behavior and content consumption patterns. In addition, Lopez Knowles notes that much Internet viewing is done collectively in many Hispanic homes: “Some family members view Spanish content, then most of the e-commerce transactions and enrolments occur in English (driven by the more acculturated Hispanic) – again, confusing the marketplace.”

Portada: What do you think you bring in terms of experience and knowledge to Pulpo Media?

Maria Lopez KnowlesMaria Lopez Knowles, CMO, Pulpo Media: “From a professional background, I bring over 25 years of industry experience, both on the ad agency and client sides of the business, to Pulpo Media. I’ve also been committed to discerning and engaging the online Hispanic for the last 6 years, and have deep insights about the segment. That said, from a personal perspective, I am a U.S. born Hispanic, who has intimately lived the second-generation immigrant experience, and am passionate about marketing to distinct acculturation levels in hyper-relevant ways: linguistically; culturally; and, intellectually – via digital means. Pulpo’s commitment to reaching and touching the online Hispanic – (i) Hispanic, drew me to the company, as well as their superb product and services offerings, and excellent team of professionals.”

According to Adage Data Center estimates, Hispanic Internet display advertising increased  by 2.5% from US $420 million to US $431 million. Do you agree with that estimate? (It seems a bit high particularly because it doesn’t seem to include search)
Maria Lopez Knowles: “I think the estimate may be a little high, exclusive of search, that said it really depends on how much of the Hispanic market is included in this estimate, (e.g. English language dominant Hispanics).

However, the growth rate seems low (+2,5%). What is your take on that?
Maria Lopez Knowles: “I think advertisers are very confused about the online Hispanic market. The online Hispanic in many ways can be camouflaged due to their English-language behaviors and content consumption patterns.  For example, some advertisers assume that if their more acculturated Hispanic consumers are English-language dominant, they fall under ‘general market’ so they can market to them effectively in English, via their general market programs.  They may be reaching them, but the issue is that an affective connection isn’t being made – they aren’t touching them with their communications.  Once advertisers see that they can drive better engagement with the more acculturated online Hispanic by marketing to them in a distinct fashion, we’ll see greater growth. Furthermore, much Internet viewing is done collectively in many Hispanic homes.  Some family members view Spanish content, then most of the e-commerce transactions and enrolments occur in English (driven by the more acculturated Hispanic) – again, confusing the marketplace.  It’s essential to demystify the Hispanic market, so that advertisers can drive more efficient programs that deliver a greater ROI. Then, investment spend will follow.”

To what extent does an exclusively Hispanic/Latin American orientation benefit Pulpo Media compared to other DMP/DSPs?
Maria Lopez Knowles: “Our exclusive focus allows Pulpo Media to have greater comprehensive expertise and depth in the Hispanic/Latin American worlds, both across acculturation levels and countries of origin.  These worlds are extremely dynamic, in constant flux, and very diverse. Understanding the consumer’s heritage, their characteristics, and their unique journeys, from a Latino perspective, empowers us to better serve the markets and to be authentically committed to their growth and success.  We can drive greater insights and knowledge about our consumer base, and turn these into actionable recommendations and programs for our advertisers – constantly optimizing an advertiser’s reach, and positively informing their touch.”

New content, services and apps will need to be developed to serve the market. We are also going to see a drive towards hyper-relevance with language preference and acculturation gaining greater import.

Where do you see the Hispanic digital media sector evolving especially compared to general market.
Maria Lopez Knowles: “ We’ll definitely see a boom in investment spend in the digital Hispanic space as most advertisers that understand how valuable the segment is today, and how paramount it will be in the relatively near-term covet the online Hispanic market.  The amount of time Hispanics spend online and their engagement online, when compared to the general market, speaks for itself. For example, Hispanics spend more time than the general market consuming online video, texting, social networking, etc. For the millennial Hispanic, mobile devices are their primary source of entertainment. So new content, services and apps will need to be developed to better serve the market. I think we’re also going to see a drive towards hyper-relevance across the board, with language preference and acculturation gaining greater import, as well as country of origin/ancestry, geo-targeting, device-targeting, psychographics, familial composition, influencer-status, etc. And the key role of analytics on the back-end, will only gain more significance, as it will drive optimization and KPIs. I think we’re still in the very nascent stages of the Hispanic digital media space.”

There is talk about a need for consolidation in the Ad-Tech sector (Ad Tech ecosystem). Do you agree and how do you think this play out in the U.S. Hispanic and Latin American markets?
“It’s such a fragmented industry, that one would think consolidation makes sense.  In the short-term, I think we’ll see more strategic alliances and partnerships emerge, that may drive M & As down the road. Long-term, it may benefit the market: a fragmented consumer base + a fragmented supply chain = limited expansion due to fear and lack of discernment. I think this applies to both US and Latin America, but primarily, U.S.  That said, there’s always room for a best of breed provider vs. an ERP solution.”

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