English footwear and apparel company Reebok, subsidiary of sportsgiant Adidas, has appointed Deutsch its new global creative agency of record after a formal review. Venables Bell & Partners was the incumbent. The appointment does not affect media incumbent MediaCom, which won the brand’s media review last year. The business will be led out of Deutsch’s New York office.
Bank of America
Bank of America is revamping its digital platforms to serve the nation’s Spanish-speaking community, South Florida Business Journal has reported. The move is aimed at luring the Hispanic population, the largest minority group in the country. At nearly 59 million, the U.S. Hispanic population constitutes 18.1 percent of the country’s population – and it’s only expected to grow. Approximately 41 million Hispanic-Americans are native Spanish speakers and another 11 million are bilingual, according to the U.S. Census Bureau.Andres Intriago, senior vice president and Spanish digital strategy lead for Bank of America, is spearheading the bank’s Spanish digital initiative. Bank of America’s website and mobile apps are already available in Spanish as 1.7 million of the bank’s 25 million mobile users have said Spanish is their language of preference, and another 2.5 million digital users have indicated they would like to see more Spanish-language products from the company.
Amazon is offering a new service called Amazon Cash that allows customers without bank or credit accounts (or who would prefer not to use them) to make online purchases with good old-fashioned paper money. Amazon Cash users do need to have an Amazon account and a mobile phone.To take advantage of Amazon Cash, consumers bring cash to a participating CVS, GameStop or 7-Eleven store location. They then verify their Amazon account in one of two ways. Amazon’s strategy behind this move is to engage those 32.6 million consumers in the U.S. that don’t use banking services (unbanked) or make limited use of them (underbanked). Particularly, to attract more African-American and Hispanic consumers, who are the most likely ethnic groups to be unbanked, according to an FDIC study, Mediapost has reported. Amazon Cash is the most recent effort by Amazon to engage Hispanic and African-American consumers. In 2017, the brand released its Spanish-language version of Amazon.com.
Mastercard debuts its sonic brand identity, a comprehensive sound architecture that signifies the latest advancement for the brand. Wherever consumers engage with Mastercard across the globe – be it physical, digital or voice environments – the distinct and memorable Mastercard melody will provide simple, seamless familiarity. The news comes on the heels of the company’s recent transition to a symbol brand and is part of its continued brand transformation. Mastercard tapped musicians, artists and agencies from across the globe, including musical innovator Mike Shinoda of Linkin Park.The Mastercard melody is the foundation of the company’s sound architecture and will extend to many assets, from musical scores, sound logos and ringtones, to hold music and point-of-sale acceptance sounds.In the lead up to the 61st GRAMMY Awards®, Mastercard will launch a new multi-channel marketing program starring GRAMMY-nominated artist Camila Cabello, which will be the first creative output to feature the brand’s sound logo.In addition, the company will showcase its new sonic brand at the Mastercard Sensory Lab at Fred Segal®, a one-of-a-kind space filled with interactive experiences and exclusive merchandise from Joe Freshgoods and KYLE that will engage visitors’ senses and bring the brand to life in an entirely new way.Located at 8500 Sunset Boulevard in West Hollywood, The Mastercard Sensory Lab will be open at Fred Segal on February 8 and 9 from 11 AM to 6 PM. Elena Feoktistova, Regional Head of Consumer and Product Marketing LAC at Mastercard and Lorena Holguin, LAC Sponsorship Director at Mastercard are both members of Portada´s Council System.
Planet Fitness, Inc., one of the largest and fastest-growing franchisors and operators of fitness centres in the US with more than 1,600 locations system-wide, has appointed Kansas City-based independent agency, Barkley lead agency. Barkley will handle creative, strategy, experience and design in addition to media planning and buying for the brand. Barkley will primarily focus on brand awareness, growing memberships and expanding the Planet Fitness footprint in the US and internationally.
2019 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.
P&G announced its acquisition of This Is L., owner of L. products, to meet growing consumer demands for period products in the naturals segment. Its portfolio primarily includes beautifully designed, high quality tampons, pads, liners and wipes made with organic cotton.L. is a purpose-driven, inspirational brand with many opportunities for future growth. For every L. product purchased, a donation is made to improve product accessibility to girls and women in need in the US and around the world.L. has experienced rapid growth, breaking barriers and making their products available to consumers in more than 5,000 stores across the U.S. With its donation program, the company is on track to provide access to over 250 million products, bringing the efforts to unprecedented scale.This acquisition will grow P&G’s Feminine Care business in the naturals segment and accelerate growth for L. products while continuing to support women and girls together.
Donald Chesnut has been named Chief Experience Officer by Mastercard. In this newly created role, he will lead a team to support the organization’s delivery of the best possible payment experience.
Fran Mires has been named VP of Creative Development by the Broadcast Management Group, based in Miami. She’ll open an office for the company, where she’ll be developing original broadcast, digital and OTT programming for networks and companies, focusing on the U.S. Hispanic and Latin America markets.
Chris Hirst, the chief executive of Havas in the UK, has been promoted to lead the organization’s creative global network. As CEO of Havas Creative, he will oversee an international staff of 8,500, working alongside Peter Mears, chief executive of Havas Media Group.
Ford has announced that Mandy Dean has been promoted to Marketing Director, UK. She will be responsible for product and communication marketing for Ford GB, reporting to Andy Barrat, Ford’s chairman and Managing Director for the region. Dean first joined the company in 1995 and has filled various roles since.
Carlos Moreno is now Commercial Executive Vice President at GFR Media.
Univision has hired Rodrigo Stockebrand as VP of Digital Analytics and SEO. He’ll be based in Miami and report to Fernando Rodríguez, SVP of Sales, Operations and Development.
What: We talked to Raja Rajamannar, Chief Marketing & Communications Officer at Mastercard, about the brand’s recent multi-year partnership with Riot Games, and the decision to become the first global sponsor for League of Legends esports. Why it matters: This first-of-its-kind global agreement represents a diversification of the financial company’s world-class esports and entertainment portfolio. League of Legends esports games are broadcast live to millions of fans in 18 different languages across the globe, with a regular season viewership averaging 90 million hours-watched live, week-over-week, worldwide.
In September of last year, Mastercard announced a new multi-year partnership with Riot Games to become the first global sponsor for League of Legends esports. As the exclusive global payment services partner, Mastercard will focus on three annual global tournaments – the Mid-Season Invitational, the All-Star Event, and the pinnacle of all esports events, the World Championship. This represents a first-of-its-kind global agreement for the brand.
We talked to Raja Rajamannar, Chief Marketing & Communications Officer at Mastercard, about why the global payment services company decided to join the esports market, the marketing strategies it will implement, and why League of Legends esports was the right fit.
Portada: Why did you choose League of Legends esports to enter the esports market?
“First, we took our time in exploring and educating ourselves. We have been looking at esports for about two years. The passion for esports is undeniable. It’s a world-class phenomenon that’s engaging hundreds of millions of fans all over the world. Over the last several years, League of Legends Esports has become a massive cultural force of its own bringing people from different cultures together. It bridges sports and entertainment, and we are excited to be the first global partner of the world’s largest esport.”
First, we took our time exploring and educating ourselves. We have been looking at esports for about two years.
“We have a world-class portfolio with major global sponsorships properties that include the PGA TOUR, UEFA Champions League, Rugby World Cup, the GRAMMY Awards, and Cannes Film Festival, and our sponsorship of esport complements our portfolio perfectly.”
Portada:Why was this the right timing to enter the esports market?
“Mastercard has been a premier brand in sports and entertainment for over two decades. We continually review our partner portfolio to ensure we are staying current with consumers’ passions and to uncover opportunities to engage with new audiences.”
“Our partnership with League of Legends esports opens opportunities for us to engage with this global community through onsite experiential activations like the Mastercard Nexus, and in-game through special Mastercard spend-and-use promotions. We’re also engaging with our banking partners to offer League of Legends Mastercard cards in select markets around the world.”
Esports fans are generally younger but are among the most passionate in the world and rival fans of any other major sports.
“Esports fans are generally younger but are among the most passionate in the world and rival fans of any other major sports. As we continue to deliver amazing experiences for our loyal consumers, we are equally excited about emerging passions and new opportunities. Innovation is core to our company and that reflects our approach to partnerships as well as products and services.”
Portada:Besides special promotions among your clients, what marketing strategies will you use to leverage the sponsorship?
“We are developing unforgettable priceless experiences and unique offers through event activations – like The Mastercard Nexus – as well as through priceless.com and in-game promotions. For example, in the lead up to the World Championship Final, we opened up priceless fan opportunities such as attending the opening ceremony rehearsal, a behind-the-scenes tour, and the chance to play-test the pro-gaming PCs. These experiences all sold out on priceless.com, giving us the confidence that we are headed on the right path with this highly engaged community.”
“First and foremost, we are focused on the fan experience. By collaborating with Riot Games, we are looking to co-create experiences for the fans and the community. We are learning what matters most to them, and this helps us define what is priceless for them.”
Portada:Which platforms will be key to this sponsorship?
“We are delivering this through our Priceless.com marketing platform. Priceless is rooted in the insight that experiences matter more than things, and our sponsorship partners are key to bringing those unforgettable experiences to life. It’s an approach we bring to many of the sports and entertainment events we sponsor and a unique way to bring Priceless to life.”
Join us at PORTADA LOS ANGELES on March 15, 2019, at the Loews Beach Hotel Santa Monica, where we will dive deep into sports and soccer marketing’s preeminent topics. Felix Palau, VP Marketing, Heineken will discuss “How to measure ROI and transfer best practices between sports marketing platforms.” Other speakers will include Tiago Pinto, Global Marketing Director, Gatorade who will provide answers to the question: “Will Corporate America jump on the soccer opportunity?” Attendees will also be able to benefit from Portada’s meet-up service of three, eight-minute meetings with top brand executives!
Portada:What does a League of Legends fan look like?
“With an estimated audience of 380 million around the globe, it represents a fantastic opportunity for us to engage with a new millennial audience. Being innovative and forward-thinking is core to our DNA, and being at the forefront with new emerging passions like esports is very exciting for us as well.”
Portada:Esports is followed by a rather young population. As a finances brand, how will you manage to connect with them?
“As a payments technology company, Mastercard is the leader in connected commerce. Our primary currency is trust, and safety and security form the core of our DNA. In the era of digital disruption, we have an unparalleled opportunity to bring together our experience and expertise in safe and secure transactions together with the new innovations and solutions that are smart, convenient, and safe for a better customer experience.”
Mastercard is seeing a rise in the usage of digital wallets.
“Mastercard is seeing a rise in the usage of digital wallets. Telephone companies, banks, merchants, device makers, transport companies and others are aggressively competing for consumer adoption. With the introduction of the smart phone, there is now a device for every price point.”
“This, combined with the rise of digital natives, and the increase in social media-led commerce, is leading to consumers using less cash, as phones become the preferred mode of payment.”
Portada:How will you measure your marketing efforts?
“This is the first time that we’re activating around esports, and we’re very pleased with the response so far. We’ve been delighted by the way the community has interacted with the Mastercard Nexus and their overall reaction has been overwhelmingly positive thus far. It’s early days, but this indicates to us that we are on the right path forward.”
Portada:From a marketing perspective, what opportunities do you see in the esports market that other brands shouldn’t be missing out on?
“As a global brand and technology company, we see great synergy for a company like ours to be in this space. Like I said before, our partnership with League of Legends esports opens opportunities for us to engage with this global community through onsite experiential activations like the Mastercard Nexus, and in-game through special Mastercard spend-and-use promotions. These are all opportunities to not only drive our brand and reputation but our business as well.”
We are excited to announce that Elena Feoktistova, VP Consumer Marketing and Sponsorships LAC at MasterCard, is joining the Portada Council of the Americas, one of the seven units of Portada’s Council System. The Council System next in-person meeting will be at Portada New York on September 24 in New York City’s Yotel.
A professional marketer with over 20 years of experience in companies including Unilever, Coca-Cola and Mastercard, Feoktistova currently is Regional Head of Consumer and Product Marketing at MasterCard covering the Latin American and Caribbean markets based in Miami. Prior to that she worked as Regional Marketing Manager for Central and Eastern Europe out of Moscow. At our upcoming Portada New York Conference next Tuesday Sept 25, Feokistova will be interviewing Natalie Bursztyn, Marketing Director at Nalsani-Totto on the topic of DTC (Direct-to-consumers) brands and e-commerce.
We are excited to announce that Lorena Holguin, Sponsorship Director Latin America & Caribbean at MasterCard, is joining the Portada Sports Marketing Board, one of the seven units of Portada’s Council System. The Council System next in-person meeting will be at Portada New York on September 25 in New York City’s Yotel.
Lorena Holguin has a vast brand building experience in both consumer and financial services marketing. For 24 years’ she has gained regional and international experience in building business in both developed and developing countries via product/service innovations, market prioritization and portfolio management. Prior to Mastercard, Holguin was Regional Marketing Director at American Express. Born and raised in Mexico City, Holguin has been living in Miami for 18 years.
Publicis Groupe chief data officer Jason Kodish has announced he’s stepping down after 13 years. Kodish first joined Publicis-owned Digitas in 2006, where he most recently served as global chief data scientist before he was repositioned last year as chief data officer.
Dentsu Aegis Network announced the appointment of Annette Warring to the role of Executive Client President for the General Motors (GM) account. Warring has more than 25 years of industry experience and a proven-track record for successfully taking top global brands to the next level.
Mike Tasevski has been promoted to VP, Market Development at Mastercard.
Christine Removille has joined Dentsu Aegis Network’s Carat as global president. She will be responsible for supporting clients looking to re-position and boost digital interaction with consumers.
Havas Creative North America has appointed Kiran Smith as chief executive for Boston-based creative agency Arnold. Smith comes from Brookstone where she held the role of chief marketer and prior to that, was vice president of marketing at Stride Rite.
Sam Luchini has been appointed by FCB Chicago senior vice president-executive creative director to work on the Michelob Ultra business. Luchini joins FCB from Goodby Silverstein & Partners, where he was a creative director.
Matt Armitage, CEO of media company St Ives, will retire by the end of the current financial year to be succeeded by chief digital officer J Schwan. Armitage first joined St Ives as chief financial officer back in 2007 and was promoted to CEO by 2014.
Spotify has appointed Dawn Ostroff as chief content officer. Ostroff joins from Condé Nast and will lead all aspects of Spotify’s content partnerships across music, audio, and video.
Chief Creative Officer Vann Graves will leave J. Walter Thompson Atlanta to become director of VCU Brandcenter. Previously, Graves founded agency FL&G and was a creative director at McCann WorldGroup.
R/GA Chicago hired creative directors Sue Kohm and Lizette Morazzani. Previously. Kohm was a creative director and copywriter at Grey/Toronto and Morazzani joins from McCann Puerto Rico.
CEO Victoria Fox departs from M&C Saatchi Group. Fox is leaving the business after five years to pursue new opportunities in the industry, according to a statement.
dataxu has appointed TV Veteran Gary Savoy as Vice President of Media. Savoy brings nearly 30 years of experience in television and interactive advertising sales, business and product development from companies including Comcast, NBCUniversal, and AT&T.
A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at firstname.lastname@example.org.
Mastercard announced the launch of its Start Something Priceless campaign in Latin America and the Caribbean (LAC). For the first time in history, a brand brings together two football superstars of Latin America, Lionel Messi and Neymar da Silva Santos Jr. (Messi and Neymar Jr.), in an integrated marketing and communications platform to score against childhood hunger and malnutrition in LAC.The social movement, #JuntosSomos10 (TogetherWeAre10), will ignite the evolution of Mastercard’s iconic Priceless advertising campaign, transforming it from StoryTelling to StoryInspiring, appealing to today’s socially engaged consumers.As part of their two-year partnership with Mastercard, Messi and Neymar Jr. will seek to inspire fans to join them in fighting childhood hunger and malnutrition through a series of cause-related marketing efforts supporting the United Nations World Food Programme (WFP) and other partners which will be incorporated into the movement over time.The campaign kicks-off on April 10th with the activation of the #TogetherWeAre10 social movement, encouraging consumers to join Mastercard in doing their part to make a difference in the world.Along the 2-year campaign, Mastercard aspires to have made a positive impact in the lives of children in the region by providing more than 10 million meals and supporting the fight against malnutrition across LAC. “Human connections are the foundation of the Latin culture,” says Ana Ferrell, Senior Vice President, Marketing and Communications, Mastercard LAC and Portada Council of the Americas member.
Dentsu Aegis Network Argentina has been awarded beauty and skin care brand Beiersdorf account. The agency will handle strategy development, planning and online and offline media buying for all of its brands, including Nivea, Eucerin and Curitas.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at email@example.com.
Nissan Industrial Complex in Resende, Brazil, has achieved the milestone of 30,000 cars made for overseas markets. The timing coincides with the second anniversary of the plant’s export program, which is exponentially growing due to an increased demand in Latin America.This is in part due to the success of Nissan Kicks as the ultimate addition to the brand’s export portfolio. Since December, the Argentinian market started to sell the crossover produced at the Resende Industrial Complex. Argentina had already been receiving the March hatchback and the Versa sedan from Brazil’s plant. Both models made in Brazil are also sold in Bolivia, Chile, Costa Rica, Panama, Paraguay, Peru and Uruguay.
W.L. Gore & Associates has consolidated its global media business for its fabric division with Dentsu Aegis Network following a review, Adweek has reported.Dentsu’s Gravity, Carat and Amnet agencies will work with Gore-Tex—used in brand products from Adidas, Oakley, Patagonia, Converse and The North Face—across the Americas, Europe and Asia-Pacific.W.L. Gore & Associates’ Gore-Tex spent US$1.5 million on marketing efforts in the U.S. last year, according to Kantar Media.
NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm 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.
What: Former Red Sox Star David Ortiz maintains a large presence in Boston, home of his greatest achievements on and off the field. Why it matters: The Santo Domingo native remains one of most significant stars in Boston as well as a prized partner for brands in and out of the sports world.
There may be no better —or more unlikely— example of a city connecting with a superstar athlete in the 21st century as that of Boston and David Ortiz (@davidortiz). The Dominican Republic native slugged his way to what most feel was a Hall of Fame career on field, swatting 541 home runs, driving in 1768 runs and thrilling fans with post-season heroics, in particular against the Red Sox’s fiercest rivals: the New York Yankees.
But Ortiz, a.k.a. “Big Papi,” is beloved in Beantown for more than his tremendous accomplishments at Fenway Park. His ebullient personality, as larger-than-life as his dramatic hitting, made him a big hit in a town not known for connecting with Latin American stars or sports heroes of color.
Ortiz’s retirement tour in 2016 didn’t mean the end of his viability as a spokesman.
A virtual castoff by the Minnesota Twins, who after Ortiz’s breakout 2002 season elected to release him rather than pay what would have likely been a US $2 million-plus salary, the Red Sox signed the designated hitter, who rewarded his new employers with the first of 14 storybook seasons.
And in the wake of the 2013 Boston Marathon bombing, the anniversary of which is this Sunday, it was Ortiz who spoke for his team —indeed, for the whole city— and the “Boston Strong” movement. The Red Sox went on to win their third World Series in 10 years, further cementing Ortiz’s permanent place as one of Boston’s all-time favorite sons. JetBlue Airways (@JetBlue), with a strong Red Sox partnership that includes a team-logo plane, naming rights for its Spring Training “Fenway South” home in Fort Myers, Fla., and community initiatives in Boston, even going as far as dedicating Gate 34 at Logan Airport to Ortiz, in honor of his uniform number, last year.
Big brands followed during his career, with companies in the sports world like ’47 Brand (@47brand) and Marucci Sports (@MarucciSports) joining mainstream names like L.L. Bean (@LLBean), John Hancock (@johnhancockusa) and Turbo Tax (@turbotax) in parlaying Ortiz’s popularity and personality into sponsorship deals.
Ortiz’s retirement tour in 2016, which included various gifts from teams the Red Sox visited all year, didn’t mean the end of his viability as a spokesman. Ortiz still counts Coca-Cola, MasterCard, DXL Men’s Apparel (@DestinationXL) and Skechers among his endorsers, and JetBlue recently continued its Red Sox partnership and community outreach by enlisting #34 to surprise South End students with free Red Sox hats.
“They love it,” said Ortiz to media gathered to cover the visit to the Hurley School. “Every athlete in the city should do that once in a while and see the kids.”
Boston Mayor Marty Walsh concurred, as kids saved their biggest cheers not for the owner or team president, but for Big Papi, who Walsh understatedly introduced to the Hurley students as “one of the greatest Red Sox of all time.”
Ortiz has also shown that he “gets it,” wearing a “Girl Power” shirt while joining Olympic gold medalist Aly Raisman to start the Sox season last week. And his David Ortiz Children’s Fund, which provides pediatric care for kids in Boston and his native D.R., keeps his Boston connections strong.
Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!
Eduardo Suñol has been named VP, Latin America at Perfect Sense Digital, has reported Media Moves. In his new role, Suñol is in charge of Perfect Sense’s expansion to Latin America, which includes business development and strengthening relationships with content producers.
Miguel Saucedo has been promoted to director of the Del Valle fruit and juice category at Coca-Cola Mexico. In his new role, he’ll be responsible for the business agenda of his category.
Danone Argentina has appointed Carolina Méndez Acosta as new brand marketing manager, reported AdLatina. She had previously worked in the automotive industry for over 13 years.
Mastercard has announced that on June 1, Carlo Enrico will take on the role of president of the Latin America and Caribbean region, replacing Gilberto Caldart, and will be based in Miami.
What: ANA has announced 2017 Multicultural Excellence Awards & Grand Prize brand and agency winners in each of the categories. Why it matters: Sprint wins the Hispanic category with “Greatest Hits” by agency ALMA DDB, Mastercard takes best in show for campaign supporting LGBT Community.
Mastercard and its ad agency McCann New York received top honors last night, winning the Best in Show award in the ANA Multicultural Excellence Awards competition for “Restroom for All,” a spot celebrating Mastercard’s support of the LGBT community via the company’s installation of a gender-neutral restroom at the 2016 Pride Parade in New York City.
The 2017 grand prize brand and agency winners in each of the categories are as follows:
Ford, “Shopping,” UWG (UniWorld Group)
Xoom, “XoomLOL Comedy Series,” Keyframe, Inc.
Comcast/Xfinity, “Language Choice 2.0,” GALLEGOS United
Prudential, “Real Time Event Polling,” Prudential Advertising
Digital, Social, and Mobile
Netflix (Narcos), “Spanish Lessons,” ALMA DDB
Square Enix, “Human by Design,” Liquid Advertising
Sprint, “Greatest Hits,” ALMA DDB
MasterCard, “Restroom for All,” McCann New York
People with Disabilities
Jockey International, “Show ‘em What’s Underneath,” Pure Growth
Comcast/NBC Universal, “Passing the Torch,” Burrell Communications
Johnson & Johnson Consumer Inc. (Motrin), “#Women in Progress,” J. Walter Thompson
Diageo (Buchanan), “Es Nuestro Momento,” Anomaly
Best in Show
MasterCard, “Restroom for All,” McCann New York
In addition, grand prize winners were awarded in 12 categories for industry-leading advertising at an awards ceremony held during the ANA’s (Association of National Advertisers) 2017 Multicultural Marketing & Diversity Conference.
Now in their 17th year, the 2017 Multicultural Excellence Awards recognize client-side marketers together with their agency or media partners who produced multicultural advertising campaigns between June 2016 and June 2017. This year’s competition, open to both ANA members and nonmembers, received more than 200 entries.
The Best in Show award is given to the best of the grand prize winners in all 12 categories.
“The ANA is proud to honor all of this year’s winners,” said ANA CEO Bob Liodice. “Their work represents the very best multicultural advertising in the country and stands as a brilliant example of excellence in this increasingly important arena. We thank them for their contributons and congratulate them on their well-deserved success.”
The ANA announced the award recipients at the ANA Multicultural Excellence Awards Dinner, hosted by Gilbert Dávila, chair of the ANA Multicultural Marketing & Diversity Committee, and Claudine Waite, ANA Director, Content Marketing Committees & Conferences.
Sponsored by the ANA Multicultural Marketing & Diversity Committee, the awards were created to help raise awareness of and recognition for the outstanding work being done in multicultural marketing and for outstanding advertising work featuring African-Americans, Asians, Hispanics, LGBTs, and people with disabilities.
Mike Tasevski, VP, North America Sponsorships at MasterCard, Dan Donnelly, EVP, Managing Director, Publicis Media Sports and Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment are some of the marketing trailblazers participating at the Sports Marketing Forum in New York City’s Yotel on September 13. The forum is part of Portada17 which also comprehends the 11thAnnual Multicultural Marketing and Media Conference set to take place on September 14 in the same venue.
MasterCard has been at the forefront of innovation in sports marketing and Mike Tasevski, VP, North America Sponsorships at MasterCard, will explain how the global payments and technology company determines which sports and events offer opportunities and uses sports sponsorships to shape brand experiences.
In another session Publicis’ Dan Donnelly and Scout Sport and Entertainment’s Michael Neuman will explain why any marketer overlooking soccer’s tremendous appeal to engage U.S. audiences, is making a huge mistake. The above cited thought leaders will also discuss content preferences of U.S. soccer audiences as well as opportunities around the 2018 Soccer World Cup in Russia.
eSports, Sports Marketing Strategies for 2020 as well as Sports Streaming Technologies are also prominently featured in the agenda. The Golazo Award final pitch contest will be another highlight. Members of Portada’s Sports Marketing Board will ask the award finalists (AT&T, Audi and Inter Milan) to provide solutions to specific soccer marketing related challenges.
DYNAMIC, INTERACTIVE AND MAXIMIZING NETWORKING OPPS
The agendas of both the Sports Marketing Forum and the 11th Annual Multicultural Marketing and Media Conference are designed to provide attendees face to face contact with the most important executives in sports and multicultural marketing. Dynamic and interactive sessions will maximize attendees learning experience. In addition, meetings at the speed networking function will provide attendees the opportunity to develop contacts with key brand and agency executives.
Register to the Sports Marketing Forum on September 13 in New York City’s Hotel and/or to the 11th Annual Multicultural Marketing Conference on Sept. 14:
To align your brand with #Portada17 (Sports Marketing Forum, Sept. 13 and the 11th Annual Multicultural Marketing Conference, Sept. 14) and connect with Portada’s audience of tens of thousands of brand, agency and media trailblazers, please reach out to Marcos Baer firstname.lastname@example.org or call him at 1347 840 13 11.
During the 9th annual PortadaLat convention in Miami, which started yesterday, the winners to the Top Travel Marketing Campaign and “Viajero Inteligente” were revealed.
Determined by readers and an award jury of brand marketers of the Hospitality Sales and Marketing Association International (HSMAI), Portada revealed the winner to its Top Travel Marketing Campaign Award:
Mastercard Priceless Cities/ Universal Mccann
Mastercard looked to develop an exclusive user Journey to drive card usage and preference by leveraging Priceless Cities and inspiring cardholders to experience travel in a different way, the Priceless way.
Also, the “Viajero Inteligente“ Award winner was revealed, who, in addition to the award, received a trip to Mexico.
Sandra Cires Art, YouTube Influencer
Doing collaborations with other influencers in Mexico helped Sandra Cires to grow her Youtube channel and learn a more human and successful approach to business partners.
Get ready to learn from the best sports marketing practitioners at #PortadaLat this Wednesday. Nine shortlisted nominees for the Golazo Award will present their campaigns to the PortadaLat audience and to the Golazo Award Jury. Who will come out on top?
This Wednesday, June 7, three finalists for Latin America and six semifinalists for the U.S. will pitch their campaign, through a verbal and video description to the below Golazo Award Jury members:
– Felix Palau, VP at Tecate, Heineken – Ed Carias, Sr. Brand Manager at El Jimador Tequila – North American Region, Brown-Forman – Vicente Navarro, Business Development Director, ACM Connect – Andres Polo, VP Digital Marketing, Visa
Shortlisted Golazo Award Candidates
The 4 Latin American Finalists
Mastercard / Universal McCann (72 votes)* Represented by:Felipe Molina, Digital Specialties Director for IPG Mediabrands, and Jose Vicente Luque, Head of Media and Agency Relations, Latin America & Caribbean Region * (Portada audience most voted candidates determined the 3 Latin American finalists and the 6 U.S. semifinalists). Description: How Mastercard extended significant presence as a sponsor of Copa America Centenario via a highly digital buzz campaign, to communicate its offers to cardholders in a new way while increasing overall card transactions.
Scotiabank/F.C. Barcelona (12 votes) Presented by: Arturo de la Fuente, director of New Business, Americas, FC Barcelona. Description: FC Barcelona and the FC Barcelona Foundation announced an official partnership with Scotiabank that designates the Canadian bank as the Official Bank of FC Barcelona in Latin America and the Caribbean.
Suicide Squad / Minute Media (27 votes) Represented by: Lynelle Jones, Creative Solutions Director, Minute MediaDescription: Warner Brothers Studios sought to build buzz and excitement around the Suicide Squad movie launch worldwide surrounding the Euro and Copa America 2016, especially among the millennial male audience. Minute Media’s 90min created social engagement tools and an authentically branded content strategy that integrated the movie and characters within the platform’s ecosystem, ensuring the movie made a splash with football fans aged 18-34.
Pepsi “Momentos”/UEFA Champions League/BBDO (44 votes) Represented by: Carlo Espinoza, Sr. Marketing Manager, PepsiCo Latin America Beverages Description: In 2017, in its second year as a sponsor of the Union of European Football Associations (UEFA), Pepsi launched its first global campaign based on a “Moments” creative platform. The campaign is active in nearly 75 countries including most of Latin America and the U.S. The #PepsiMoment campaign, which features football/soccer stars Sergio Agüero, Alexis Sánchez and Vincent Kompany, looks to build on and associate the Pepsi brand with fans’ excitement in the lead-up to the UEFA Champions League Final on June 3 in Cardiff, Wales.
The 6 U.S. Semifinalists
“My Inter Jersey” / Gravity (30 votes) Represented by: Evgenia Novikova, Managing Director of Gravity Europe and an account lead for Inter. Description: Fans of Inter love to wear their team colors loudly and proudly. Digital natives enjoy generating their own content, especially if they can put their name on it. Our goal was to drive awareness and sales of the new Inter Milan jersey by Nike.
Audi Summer Tour/FC Bayern Munich LLC (29 votes) Presented by: Benno Ruwe, Head of Partnerships, Bayern Munich Description:The 2016 U.S. Audi Summer Tour campaign gave fans that haven’t been to Munich the chance to see their team on home soil. Fixtures in Charlotte, Chicago, and New York, appealed to general sports and soccer fans, including the large Hispanic Bayern fanbase and population there.
Johnson & Johnson/MLS/U.S. Soccer (28 votes) Presented by: TBA Description: Johnson & Johnson announced a multi-year extension of its sponsorship as official healthcare partner of MLS and US Soccer. Johnson & Johnson Consumer Brands will be integrated throughout different platforms including digital, broadcast and video content, as well as in-stadium exposure.
AT&T/MNT/The Marketing Arm (24 votes) Presented by: Roberto Saucedo, VP Integration, and Andres Reyes, President Multicultural. Description: In efforts to connect with Hispanic Millennials, The Marketing Arm (TMA) launched the Expresa Tu Pasión soccer campaign, a collaboration between AT&T and the Mexican National Soccer Team (MNT). This campaign engaged Hispanic Millennials, both socially and in the real world through exclusive experiences and activations.
Univision Deportes Digital’s Best Use of Facebook for Copa America Centenario (20 votes) Presented by: Juan Convers, head of Business Development for Sports Univision and Hernando Paniagua, head of Sports Digital Univision. Description: Univision Deportes Digital created the ultimate destination for all things Copa America Centenario through a multi-platform delivery of exclusive content giving fans the feeling as though they were in the game. The unique experience – a fully interactive environment complete with exclusive access to stadiums, players, teams and coaches via Facebook Live Training with on-air talent from stadiums showing warm-up sessions and exclusive content and Facebook Live coverage of more than 611 minutes.
Lifeline of Ohio/Os Group Sports (12 votes) Presented by: Francisco Terreros, Principal ŌS Group Description: A male affinity campaign targeting the Hispanic males, Pass it on is a soccer-related marketing campaign encouraging Hispanic males to register as organ and tissue donors. Featuring Mexican-Argentine soccer legend Tito Villa features the childhood story of Tito as he was raised in a small town in Argentina. The story develops as he explains why the cause of organ and tissue donation is important to him. The 45 day paid social media campaign hopes to target Hispanic males ages 18-35 years old.
How it works
After each award candidate provides a two minute presentation, each member of the jury will ask the finalist one or two questions to grade their campaign. What the jury will be paying attention to is:
Connection/engagement with fans through campaign
Each Jury member gets 30 points (30 for the LatAm finalists contest and 30 for the U.S. semifinalists contest) to distribute them among the award nominees. After deliberations, the jury’s points will be added to the votes provided by Portada’s audience (the 3 finalists and the 6 semifinalists are the candidates that were most voted by Portada’s audience).
The one campaign for LatAm with the most points will become the winner of the Golazo Awards and will be announced the same day. The three campaigns for the US with the most points will pass to next round to participate in the final which will be held in New York City during Portada’s Sports Marketing Forum on September 13.
Sports Marketing will play an important role on Day 1 of PortadaLat this Wednesday. We have added new Ticket Types to Meet Your Needs!
DAY 1: SPORTS AND TRAVEL MARKETING DAY (June 7): The first day of PortadaLat will focus on how technological innovation is impacting key segments of business and marketing with emphasis on Travel and Sports. All sessions, keynotes and marketing-tech showcases are included as well as light food, sandwiches and beverages. (US $199) GENERAL PASS: Attend the overall PortadaLat event on June 7 and June 8. All sessions, keynotes, networking, food and beverage included! (US$549). DAY 2: BRAND INNOVATION DAY (June 8) The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included. (US$ 449!) VIP ATTENDEE: Meet up to 5 high-level brand, agency or media executives of your choice attending or speaking PortadaLat. These 10 minute meetings will take place in a separate room during the first and second day of PortadaLat and are designed to help you build valuable relationships. General Pass offering is included. (US $ 1,999). Secure your spot and start the PortadaLat journey!
Panregional Marketing, particularly South Florida based Panregional Marketing, has undergone substantial changes over the last two years. That is why the agenda of PortadaLat this Wednesday and Thursday in Miami incorporates a stellar session called Panregional Marketing: “Values, Passion and Rationale”. Senior executives from MasterCard, Coty Inc, IPG Mediabrands, Mindshare, Facebook, Viacom and Sony Pictures Entertainment will discuss the challenges, the values and their passions for Pan Regional.
This Thursday, on day 2 of PortadaLat, Pan Regional Media Planning and Buying Pros from the agency and brand world and Senior Sales Executives will discuss the challenges, the values and their passions for Pan Regional. Will their arguments and rationales be strong enough?
PAN REGIONAL MARKETING: Values, Passion and Rationale
MODERATOR: Jose Vicente Luque, Head of Media and Agency Relations, Latin America & Caribbean Region PANELISTS: Victor Lopez, Head of Digital, Havas Media Yamileth Bermudez, Media Operations Director, IPG Mediabrands Miami Paulo Cesar, Head of Trading Latin America, Mindshare Maria Esther Nieves Garcia, Ad Sales Manager, Sony Pictures Entertainment Walter La Mendola, VP Ad Sales and Brand Solutions, Viacom Marco Casas, Head of Agency, Miami, Facebook Rafael Lopez de Azua, Head of Media & Digital Latam,Coty Inc
#PortadaLat is this week! We have added new Ticket Types to Meet Your Needs!
GENERAL PASS: Attend the overall PortadaLat event on June 7 and June 8.All sessions, keynotes, networking, food and beverage included! (US$549) DAY 2: BRAND INNOVATION DAY (June 8) The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included. (US$ 449!) VIP ATTENDEE: Meet up to 5 high-level brand, agency or media executives of your choice attending or speaking PortadaLat. These 10 minute meetings will take place in a separate room during the first and second day of PortadaLat and are designed to help you build valuable relationships. General Pass offering is included. (US $ 1,999). DAY 1: SPORTS AND TRAVEL MARKETING DAY (June 7): The first day of PortadaLat will focus on how technological innovation is impacting key segments of business and marketing with emphasis on Travel and Sports. All sessions, keynotes and marketing-tech showcases are included as well as light food, sandwiches and beverages. (US $199) Secure your spot and start the PortadaLat journey!
More than 50 speakers will take the stage next Wednesday and Thursday (June 7-8) in Miami at PortadaLat. The #PortadaLat agenda has been uniquely curated to provide marketing, media and tech executives with the tools and insights needed to thrive in today’s fast-paced market. We have interviewed some of PortadaLat Top Speakers. They are leading executives from MasterCard, Trivago, Visa, Pepsi, LatAm Airlines and Havas Media. Check out what some #PortadaLat speakers have to say and get ready to get to know them in person!
Victor Lopez, Head of digital media at Havas, says that he is sensing “more optimism around panregional marketing this year.” Lopez also tells us that social and video have come to the forefront and shares his latest experience on their use in marketing efforts.
We talked to Jon Eichelberger, Regional Head, Americas Trivago, in this pre-event interview about the very competitive travel market, particularly as it relates to Spanish-speaking audiences throughout the Americas.
Pepsico’s Latin America Beverages Chief Marketing Officer Ricardo Arias Nath will speak about “How Innovation shapes PepsiCo’s Latin American marketing strategy.” We interviewed Arias Nath who answered several questions about PepsiCo’s approach to Latin American marketing.
Portada interviewed Chiozza to ask him about Latam’s new low-cost strategy, the use of marketing tech to acquire new customers and more.
#PortadaLat is next week! Registration: We have added new Ticket Types to Meet Your Needs!
GENERAL PASS: Attend the overall PortadaLat event on June 7 and June 8.All sessions, keynotes, networking, food and beverage included! (US$549) VIP ATTENDEE: Meet up to 5 high-level brand, agency or media executives of your choice attending or speaking PortadaLat. These 10 minute meetings will take place in a separate room during the first and second day of PortadaLat and are designed to help you build valuable relationships. General Pass offering is included. (US $ 1,999). DAY 1: SPORTS AND TRAVEL MARKETING DAY (June 7): The first day of PortadaLat will focus on how technological innovation is impacting key segments of business and marketing with emphasis on Travel and Sports. All sessions, keynotes and marketing-tech showcases are included as well as light food, sandwiches and beverages. (US $199) DAY 2: BRAND INNOVATION DAY (June 8) The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included.(US$ 449!) Secure your spot and start the PortadaLat journey!
The tremendous growth of e-commerce and how it impacts the overall marketing discipline and digital marketing in particular is going to play an important role in the program of PortadaLat next Wednesday and Thursday in Miami. We interviewed Patricio Rubalcaba, VP Merchant Development Travel, Retail & Digital Verticals at Mastercard . Rubalcaba is going to participate in the session “We are all e-retailers now.” Rubalcaba provided detailed and in-depth answers to our questions on to development of the Latin American e-commerce and payment sectors.
Portada:How is Mastercard innovating when it comes to payments/e-commerce?
Patricio Rubalcaba, VP Merchant Development Travel, Retail & Digital Verticals at Mastercard: “As a technology company and global payments leader, Mastercard is dedicated to accelerating the continuous transformation of the ecosystem for commerce as well as delivering and creating value for cardholders, financial institutions, and merchants. We have developed and deployed a number of solutions designed to make Mastercard the safest, simplest, and smartest way to pay. We have actually a full-blown innovation lab – Mastercard Labs – working on various streams: Internet of Things (IOT), Artificial Intelligence, Blockchain, etc. Through Mastercard Labs, we also provide Innovation Sessions for our partners – in which we actually enable professional facilitation and management for our partners on select areas of their business, where they are committed to innovate.
We have a full-blown innovation lab – Mastercard Labs – working on various streams: Internet of Things (IOT), Artificial Intelligence, Blockchain, etc.
As merchants are an essential part of the ecosystem, we work very closely with the leading players in different industries: Travel, Retail and the Digital Verticals are of key interest to Mastercard – they represent almost a third of the private consumption in our region. Merchant’s demands vary a lot depending on each segment or vertical they operate, their size etc. But there are some pain points that cut across all of them:
Demand & Revenue Optimization: Merchants want to sell more and optimize their revenue streams. This has become incrementally critical considering competitive dynamics and margin compression. Mastercard can help them to stimulate demand and capture new/better customers, obtain insights through our very powerful data analytics capabilities (as we see global transactions) to empower more efficient marketing efforts, we are very active in customer loyalty/segmentation and engagement programs, and we have a significant focus on adding value in Ancillary Revenue opportunities for our partners.
Ironically payments should be almost invisible in order to deliver an optimal customer experience.
Customer Experience: As merchants become increasingly digital, payment becomes fundamental. Ironically payments should be almost invisible in order to deliver an optimal customer experience. We are fully engaged with industry leaders to enable this customer promise. In today’s world, the more invisible the payment experience, the more relevant we are! We are also working with players that are changing the boundaries of the customer journey. They are daring to change the ways consumers shop… whether on e-commerce/mobile formats (through simplicity) or by optimizing pre-purchasing and ordering with pick up or in-store shopping to avoid lines, etc.
Operations Efficiency & Fraud Prevention: Evidently, payments is fundamental for commerce and for merchants. The ecosystem needs to operate in a seamless way and transactions flow in an optimal way, making sure all good transactions are going through and the bad ones don’t. We are heavily involved in ensuring operations are fluid and that payments are secure and efficient at the same time.
As digital commerce continues to grow, we have to make sure that we drive convergence with these industries. There is much specialization in each industry – our team is focused in ensuring that commerce can continue to evolve in each industry.
How is Innovation particularly impacting payments and e-commerce in the Travel & Entertainment Industries? P.R.: “The Travel Industry focused early and actually led in e-commerce development. Some travel players were born digital. Mastercard works with each to ensure they have a successful journey. We help e-commerce/m/commerce grow and ensure that payments are fluid. We also drive demand to these channels through our marketing programs. I’d like to highlight that we are incrementally working on empowering the integration of the wallet and the app in order to integrate loyalty, customer engagement and ancillary revenue opportunities for players in this category.
-Airline: we have a recent example of a leading airline that we’ve recently enabled purchasing through a messaging app with Chatbox- the experience is awesome… and is a clear adaptation of where the customers are going.
In the entertainment industry I can illustrate with a couple of recent examples:
-Juan Valdez – a leading coffee provider based in Colombia- we collaborated with them to enable their app development … so customers can order and pay without the painful lines… supporting a good customer experience!
-Stadiums- we have deployed solutions in stadiums where you can order food, etc from your mobile in your seat and have it delivered right there.. without loosing a second of the action…Priceless!
How are your retail related initiatives evolving? P.R.: “Some retailers were born digital and they have forced a transformation of their category. Retailers globally are working hard to digitize their channels and offer multi-channel opportunities for customers. We are supporting them in this transformation. Some examples:
-Being able to shop without having to make the line (with Masterpass and a QR Code)
-Data Analytics: We have collaborated very closely with retailers in the data analytics space. We have acquired a few capabilities that are centered in customer segmentation and behavior as well as much work in the cause & effect/test and learn space. We are embedded with Leading Retailers in helping understand their customers better and what drives their behavior and what stimulates the right engagement. We also are working with various players in helping them by measuring in a more holistic and systemic way the effect of their promotions, price and channel mix, product and store format changes. Our privileged position regarding data and our assets provides us with this unique view of how to empower a Retailers competitive dynamics and we are proud of delivering this very tangible value.”
We have collaborated very closely with retailers in the data analytics space.
What about digital players overall? P.R.: “First of all, as you can see in my previous comments, Travel & Retail players have been prioritizing digital as an engagement and distribution/sales channel. It is a priority for them, naturally. We work with these players to support their agenda in the digital space. On the other hand, you have the ‘digital giants’ such as Google, Facebook, Apple, etc. who have been fundamental disruptors and catalysts of the digital revolution. We work with these players in a multiplicity of forms, We work with them in the marketing space, Insights and Analytics, we are partnering with them in their engagement with their digital wallets and the payments world, etc.”
Brand marketing is only as strong as the customer experience.
How do you see the Latin American consumer e-commerce penetration evolving vs. other parts of the world?
P.R.: “The Latin American & Caribbean Region (LAC) is going through a very exciting stage. It is one of the fastest growing regions from an e-commerce point of view, with growth rates of 20-30% per year. However the penetration is still relatively low, with less than 2% penetration of the Total Regional GDP, which would make it the 2nd lowest regional penetration. It is a very dynamic region and we are making sure that we contribute to drive this growth. It is interesting to notice the importance of the mobile revolution in Latin America. We are a region with higher penetration of smartphones than financial products such as debit & credit cards. For that reason, we see many players focusing on mobile. We see some category leaders with above 30% of their sales come from mobile… but even in those with less conversion, we see even over 60% of the traffic to their sites being driven by mobile.”
How do you see Latin American companies adapting to an environment of strong growth in e-commerce and electronic payments? P.R.: “Overall, the region is still in a strong growth stage and starting to shift the balance from ecommerce to mobile commerce and will continue to look at how to adapt or shift their core business and functional assets to leverage the value of digital commerce. We see the full ecosystem evolving in this space… Digital marketing channels have exploded and there are new business models and digital native exploding all over the region. Evidently, they are looking at ways to enable the most convenient payment methods and we are working closely with our partners in this exciting stage. I particularly appreciate the fact that there are regional players that are creating new solutions that are born in and for the region – addressing its peculiarities. Whether you are a global merchant or a local player, you have to adapt to the LAC demographics, culture and consumption habits… I am pleased to see that this is happening. Players in the region are either getting ready to commit to e-commerce or looking at how to improve/expand their capabilities in digital commerce and get to the next level. However, there is still a large segment that is not included currently in the digital landscape. There are new infrastructural shifts that are starting to enable smaller players to be para of the ecosystem. There are also socio-economic considerations – we see significant opportunity in this process to recognize that there are certain segments that perhaps don’t have a bank account and can’t pay online. This is not ideal for the merchants or the consumers. We are working to address this as a priority to the benefit of all parties.”
What role will the “plastic credit card” have in the feature or how will it morph/evolve in the e-commerce process?
P.R. “We are living (and driving) a transformation in this space. We are working diligently with banks to evolve their traditional plastic cards to a digital version of it. Mastercard provides banks with Digital Wallets through Masterpass. Masterpass is a digital wallet that simplifies the checkout process across your purchases online, in-app, and in-store with one secure account. No long checkout forms, forgotten passwords, or fumbling for a wallet. Consumers just create their account and load any participating credit or debit card to get started. Mastercard works with merchants to ensure that all digital wallets are enabled on their sites to enable the acceptance of digital wallets. Needless to say we are shaping what is now digital commerce. You can find more information on this key item on https://masterpass.com/en-us/. Mastercard also has supported the Digital Wallets of players like Google, Apple, Samsung and others that continue to gain significant traction. The next few years will be very exciting!”
What do you think does a brand marketer need to know about e-commerce and electronic payments in order to improve his marketing strategy?
P.R.: “A few things come as top of mind:
First, Brand Marketing is only as strong as the customer experience – this is already top of mind for Brand Marketers. Yet, it is essential to understand that payments is increasingly becoming a core element to enhance the user experience.
Second, The brand experience will go beyond branding as a traditional marketing practice. Brand marketers need to understand the convergence of technologies and channels – and they will need to increasingly expand their knowledge base to achieve meaningful differentiation for their brands. It is not only about reaching the consumers and understanding the new digital formats to get to them, but it is also about how they are engaging and delivering value to their consumers. Much of this part resides in the transactional/operational environment.
Third, Mastercard is happy to partner with Brand Marketers so we can join forces and help them in increasing demand, wowing their customers through priceless experiences that we can co-develop with them, enhancing insights and marketing efficiency through data analytics, strengthen the customer experience and ensure that the payment operation is flawless to help our joint customers receive the best experience possible! We look forward to working with them and delivering value together!”
PortadaLat is next week! Registration: We have added new Ticket Types to Meet Your Needs!
GENERAL PASS: Attend the overall PortadaLat event on June 7 and June 8.All sessions, keynotes, networking, food and beverage included! (US$549) VIP ATTENDEE: Meet up to 5 high-level brand, agency or media executives of your choice attending or speaking PortadaLat. These 10 minute meetings will take place in a separate room during the first and second day of PortadaLat and are designed to help you build valuable relationships. General Pass offering is included. (US $ 1,999). DAY 1: SPORTS AND TRAVEL MARKETING DAY (June 7): The first day of PortadaLat will focus on how technological innovation is impacting key segments of business and marketing with emphasis on Travel and Sports. All sessions, keynotes and marketing-tech showcases are included as well as light food, sandwiches and beverages. (US $199) DAY 2: BRAND INNOVATION DAY (June 8) The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included.(US$ 549!) Secure your spot and start the PortadaLat journey!
The PortadaLat Awards have announced the 2017 Travel-oriented Award nominees. Voting is open through May 19 to determine the winners of two categories: Top Travel Marketing Campaign and “Viajero Inteligente” Business Traveler Award. Below are the 15 shortlisted nominees. Peer-to-Peer recognition is a foundation of the PortadaLat Awards and it’s up to you to vote which candidates win. Check out the nominees and vote for your favorite now!
Individual business travelers, including journalists, as well as companies. The nominees explain why and how traveling to Latin America has substantially helped them to get new ideas/perspectives to grow personally and in business.
Ian Mader is the Associated Press Florida news editor based in Miami. His Spanish skills and his international experience are an asset to AP’s coverage of the cosmopolitan state of Florida.
Social Media Maven and Soccer Expert Ignacio Cassinelli was born in Latin America (Uruguay). Cassinelli’s thorough understanding of the Latin American sports fans are a very important asset he uses as a key executive at Charlotte, NC, based AC&M Group.
Las Travel Blogueras
Amanda from “Las Travel Blogueras” is a globe trotter, she’s constantly traveling, not only for campaigns and coverage but for inspiration and motivational as well. She moved to Mexico as a student to learn Spanish, and also participated in an abroad program in Ecuador where she lived there to immerse in the culture. With her friend Andrea from Argentina, their blog “Las Travel Blogueras” has taken off as a top US Hispanic social platform to share experiences from all over Latin America and the USA with a Latino twist. Traveling has definitely helped her get new ideas and perspectives to grow personally and in business.
Media executive Layla Caballero has extensive sales and operational leadership experience defining and developing business opportunities in both traditional and new media environments. Her Latin American background and passion have been an asset for her career in multicultural media.
I have an online education platform. I publish a video every week called HappyMonday. However, the way to really grow my business is to visit my top markets (Mexico, Spain, Argentina) and meeting my fans and followers. When I do that, I get to understand exactly what is it that they really need to overcome in order to move a step forward in their lives. In one of my visits last year to Madrid, I realized that the one key thing that Latin’s fear is to be criticized.
So, I did to videos (one celebrating my birthday from Madrid and talking about the city and one speaking about how to overcome the fear of being criticized.
Accomplish your dreams (video from Spain) which mix travel tips with personal development tips: https://youtu.be/amRK9RmLeU8
Myriam Márquez is the executive editor of el Nuevo Herald, the largest Spanish-language daily in the U.S. Born in Havana, where her mother taught school and her father shuttled tourists around in his taxi, Márquez’s life in Cuba came to an abrupt halt when Fidel Castro seized power. Márquez, who began her career as a local news reporter, found her niche in sharing views as a columnist and editorial writer, exposing wrongs, advocating for the rights of all citizens and sharing tales through the lens of a bilingual, bicultural experience.
Sandra Cires Art
Doing collaborations with other influencers in Mexico helped Sandra Cires to grow her Youtube channel and learn a more human and successful approach to business partners.
I recently met Gaby, and she quickly jumped on my travel influencers radar because of not only her social presence but because of her travel/work hustle. Gaby is a micro social media influencer (Traveling With Gaby), works with Airbnb in a variety of ways, and runs her family-owned Travel Agency in Miami Beach. Gaby is a travel expert when it comes to deals, experiences, social, and Airbnb. She’s constantly traveling all over the world, including Latin America, she is from Venezuela. Traveling to LatAm constantly helps her get new ideas and perspectives to grow personally and in business.
Yined is a Puerto Rican writer based in Miami with a big passion for traveling and very little time. As the name of her blog www.backpackovalija.com shows, Yined’s work is continuously enriched by her Latin American background.
Top Travel Marketing Campaign – Presented by HSMAI
Brands and their agencies (Brand/Agency) who have done campaigns promoting travel and hospitality related services. The campaign should have targeted audiences in the U.S. and/or audiences in Latin America over the last 12 months. Please provide information about brand/agency, objective/media (earned and paid) as well as the results of the campaign.
“Discover Your Aloha” Hawaii Tourism / Expedia
The Hawaii Tourism Authority (HTA) and Expedia joined forces on a travel marketing campaign, promoting vacations in the Hawaiian Islands with new facial-recognition software. Titled “Discover Your Aloha,” the campaign made use of a microsite, discoveryouraloha.expedia.com, that offers users a chance to view drone video footage captured in the Islands. As the video plays, the site’s facial-recognition software, developed specifically for the campaign, identifies which imagery elicits the most positive response from the viewer. A facial recognition algorithm then identifies the viewer’s personal preferences and creates customized travel recommendations within Hawaii. Site users can then book a personalized vacation package that offers discounts of up to 50%, including exclusive offers from participating Hawaii hotels. The yearlong campaign, launched Sept. 26, functions on desktop and mobile devices and is aimed at consumers across the U.S. Canada, Australia, and New Zealand, with promotional advertising running on Expedia, Hotels.com, Orbitz and Travelocity.
brands travel/ visit Houston
Brands Travel has been in charge of the development of a fully integrated marketing campaign to create awareness of Houston as a leisure destination, increasing overall inbound travel from Mexico as its leading international market.
As the marketing agency of record for Mexico and Latin America, Brands Travel has worked with Visit Houston in the development of a fully integrated marketing campaign; named HOLA HOUSTON that includes branding, social media, PR, content, special events and media, with the objective to generate both offline and online awareness as a leisure destination. As a result, visitors from Mexico have surpassed the 2 million mark. Additionally, social media has exponentially grown 450% in the past year.
We integrated a social media influencer strategy, generating more than 10 million impressions on a target market and over 2 million USD in media ROI.
Fairmont wanted to create a better experience for people researching hotels and set their sights on using Facebook to reach potential guests with lower-funnel, dynamic retargeting efforts. Fairmont initially managed Facebook ads in-house, but with frequent changes and expanding complexities of the Facebook ads platform, the team began looking externally for expertise in setting up a range of new tests and optimizing campaigns to expand on their results. A long-time Sojern partner, Farimont used Sojern’s Sojern’s Dynamic Ads for Travel (DAT) and its expanded targeting parameters Sojern was able to reach in-market travelers in a more granular way with deeper audience segmentation with which to bid and tailor messaging. DAT also automated the creative process, once a tedious job managed in-house by Fairmont across 65 properties. And Facebook’s deterministic matching means that campaigns are inherently cross-device, crucial in a time where people increasingly start their search for travel on a mobile device before booking on a desktop. The results were striking. From the initial tests, Sojern improved revenue by 20% and Cost-Per-Booking by 34% on DAT, and drove more than 2,500 bookings directly to fairmont.com in a single campaign.
MasterCard Priceless Cities / Universal McCann
A priceless Journey: FROM I WISH I WERE THERE TO I WISH YOU WERE HERE
Mastercard looked to develop an exclusive user Journey to drive card usage and preference by leveraging Priceless Cities and inspiring cardholders to experience travel in a different way, the Priceless way.
In a recent US Facebook travel study, 53% of travelers were found to be inspired to travel by what they saw on Social Networks, and 59% noted that watching an online video can inspire them to a visit a new place. We concluded that the Social space is a major place of inspiration for travelers, and therefore an effective place to drive preference for MasterCard through the discovery of Priceless Cities. The idea was to lead potential card users through a whole funnel trip: From the upper part, generating awareness, consideration, and preference through a strong brand experience, and then, for the lower level, drive preference and usage through pairing product benefits with specific offers and audience interests.
Palace Resorts/Ariadna Communications Group
The Palace Resorts goal was clear: Rethink a creative strategy for both the Moon Palace and Leblanc brand websites and redeﬁne the Palace Resorts digital consumer experience. After an extensive creative and technical brainstorming, Palace Resorts in collaboration with Ariadna CG created a new creative concept, combining usability and design, bringing Moon Palace Resorts and Leblanc Resorts brands to life, by captivating the visitor with a story that ﬂows intuitively. Spectacular large photography and design elements immerse the visitor through the various unique experiences a guest can have at Palace Resorts. Through this initiative, Palace Resorts achieved to bring the Palace Resorts brands to a new level, create an outstanding user experience and improved site sales performance.
Orlando is one of the top vacation destinations that outshines many other vacation spots around the world. Brazil is the biggest country to bring visitors to Orlando within the Latin American market. To that end, Visit Orlando which is the Official Tourism Association in Orlando and the Disney Amusement Park family, Sea World and Universal Studios, work to support the Company’s goal of making Orlando the go-to destination for Brazilians.
The campaign objective was as follows: – Maintain Orlando as the number #1 US travel destination in Brazil. – Increase Orlando`s market share travel to the US. – Increase the number of visitors from Brazil to Orlan
The main message was focused on having new experiences in Orlando together as a family with the campaign’s slogan: “The Never Ending Story”.More than 360 spots were aired on AXN and Sony channels during Prime Time for a period of 2 months.
Through the CARAS influencers, we achieved more than 1.1M likes on Instagram. More than 23MM of impressions delivered. 591,942 Audience on the publiposts and more than 475K visitors to the Orlando Blogs in which 292K were unique visitors. Total reach of 114,418,855 (103,647,191 from digital and 10,771,664 from print), 288,302 views on 7 videos on Youtube. The campaign lasted 2 months.
We are thrilled to present Portada Sports Marketing Board, which will feature 12 brand marketing and agency luminaries. This announcement underscores our new commitment to serving the vibrant sports and soccer marketing sectors.As members of the Sports Marketing Board, these leaders and innovators will participate in Portada’s marquee events and provide thought leadership to Portada writers and researchers.
Portada Sports Marketing Board Members
John Alvarado, VP Brand Marketing, Crown Imports
Analia Benedetti, Director of Shopper Marketing and Multicultural, Kellogg
Ed Carias, Sr. Brand Manager el Jimador Tequila – North American Region, Brown-Forman
As members of the Sports Marketing Board, these leaders and innovators will participate in Portada’s marquee events and provide thought leadership to Portada writers and researchers. “Sports offer the opportunity to establish a meaningful, authentic connection with our consumers and create (and deliver) great content, and successful shopper programs. I personally love Portada’s initiative: by putting this board together, Portada is creating a great space for us to learn from each other, share best practices and bounce ideas,” says Analia Benedetti, Director of Shopper Marketing and Multicultural.
Daniel Keats, the Director of Sports and Sponsorships for consumer marketing at Allstate Insurance, notes that “sports are a major passion point impacting consumers across all segments,” and that t is important to have a specific focus on unique content, programming, and market intelligence when engaging consumers through this powerful medium.” “It is a real privilege to have the backing of this outstanding group of brand marketing and agency executives. This sports marketing board will be essential to our efforts to produce high-quality events and provide value for our partners and sponsors,” says Marcos Baer, the publisher of Portada. “Due to their rapidly growing popularity among overall U.S. and multicultural audiences, we are substantially increasing our coverage of soccer and sports marketing,” Baer adds.
For information on sponsorship opportunities and other creative ways to align your brand with Portada’s Sports Marketing Platform, please reach out to Sales/Marketing Director Kelley Eberhardt at email@example.com
A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
Check out Portada’s Interactive Database of Corporate Marketers and Agency Executives with newly introduced upgraded features (see details at the bottom of this article). 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322 or e-mail her at firstname.lastname@example.org.
Meredith Corporation is partnering with Reynolds Consumer Products, producer of the iconic Reynolds Wrap® Aluminum foil, to create and distribute native custom content to engage millions of consumers across Meredith’s portfolio of brands. Media is being placed by Havas Media. Sources at Meredith tell Portada that there is a print component to the program running in Parents Latina magazine but that no Spanish-language media targeting Hispanics is being used. The two-year Meredith-multiplatform partnership will produce native and editorial custom content, including video, recipe integration, native units of recipe-relevant tips and geo-targeted shopper marketing units. More than 30,000 relevant recipes will advertise Reynolds products across Meredith’s food brands, such as Allrecipes, Better Homes and Gardens and Martha Stewart Living. The integrated campaign is an extension of Reynolds’ popular “Endless Table” Instagram cookbook campaign focused on seasonal entertaining and recipes.
Coca Cola & Rio 2016 Olympic Games
As the clock ticks down to the Opening Ceremony of the Rio 2016 Olympic Games, Coca-Cola will celebrate with fans across the world with the multi-brand effort #ThatsGold, rolling out around the world this July. The effort will come to life through global TV and Print Campaign: Coca-Cola will bring #ThatsGold to life through global television commercials (TVCs) and out-of-home campaign, featuring famous gold moments from previous Olympic Games and the faces of some of the most famous athletes from around the world. The images featured in the global creative depict authentic, real gold moments on and off the podium with a Coca-Cola, Coca-Cola Light/Diet, Coca-Cola Zero or a Coca-Cola Life. A series of three video vignettes, produced in partnership with NBC, focus on some of the happiest and most triumphant moments enjoyed by Morgan, Eaton, McFadden, Manzano, Liukin and Adrian, on and off the podium. The vignettes are narrated by the athletes and feature a collection of images and video that share the emotion behind their favorite #ThatsGold moments. A fourth vignette features a selection of Coca-Cola athletes issuing a call to action to viewers, inspiring them to share their own #ThatsGold moments through photos and video across social platforms using the hashtag #ThatsGold. The slate of Coca-Cola athletes will help bring the Company’s #ThatsGold campaign to life and will be featured through: Limited-edition Coca-Cola, Diet Coke and Coca-Cola Zero packaging available nationwide, beginning in mid-July. The campaign will roll out this month in 50 countries. Spending was not disclosed.Ogilvy & Mather Brazil is the lead agency on the Olympic campaign.
Months after losing the retailer’s media business, holding company Publicis Groupe have formed a non-exclusive “strategic relationship” that also gives Walmart access to all of the holding group’s agencies and resources outside of marketing, including capabilities to support corporate reputation and technology that builds relationships with customers.The partnership, which went into effect on July 1, is not exclusive and will initially apply to Walmart’s U.S. advertising (creative) and in-store creative, for which the holding company will serve as AOR. Publicis Groupe will pull resources from the various agencies in its portfolio to ensure the right talent is working on each Walmart project. The relationship will be led by Arthur Sadoun, CEO of Publicis Communications.Regarding, what agencies will get Walmart’s media buying business, the answer, for now, is written in the sky. “We are not sharing our future media buying partner, also for multicultural,” sources from Walmart told Portada. (Check out today’s feature article: Walmart’s Marketing Partners: Here’s what we know and what we dont know.)
MasterCard has unveiled a new logo Thursday that simplifies the brand for consumers and merchants. The new design includes red and yellow interlocking circles; the word “mastercard” can be positioned below or to the side, rather than to the top, and capital letters have been omitted to de-emphasize “card”. The company suggested the new logo has been made to emphasize the fact that MasterCard is no longer just a card product as the future will be predominantly digital.The new branding will be rolled out to the company’s digital payment service Masterpass by the end of July. MasterCard spent US$67 million on measured media in the U.S. in 2015.
¡Síganme los buenos! (‘Good guys follow me!’) With the aim of carrying forward the legacy of Roberto Gómez Bolaños through new generations of Latinos in United States, El Chavo Store is opening as the first official store for products based on the characters of Chespirito.The store opened a physical retail space in the city of Downey, California. This is an area with a high percentage of Hispanic residents who share an affection for Chespirito, who was born in México but considered himself from all of Latin America.This major project is also being released at the online store: www.elchavostore.com where the products can be purchased from any part ofthe United States.El Chavo Store is a venture with 100% Mexican investment. This idea was born as an effort to strengthen the status of the legacy of Roberto Gómez Bolaños, bringing it to new generations of the Hispanic community in the United States. The store offers iconic products of the most popular characters from Chespirito: El Chapulín Colorado and El Chavo del Ocho.
INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers: –New Sales Leads: Weekly more than 20 new leads uploaded to the Database by the Portada Team as well as the contacts related to the above weekly Sales Leads column written by our editorial team. Download the Database: Download the full Database in Excel Format. Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News. SPECIAL INTRODUCTORY OFFER: For a short period of time we are offering the database for an introductory annual subscription of US$ 899! Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at email@example.com.
Great storytelling doesn’t come naturally to most people. But if you can harness its power and leverage the impact of content discovery, you can capture your audience in unbelievable ways. Claim your invitation to join Miami’s top marketers for a complimentary, interactive content strategy workshop this Thursday April 23rd in Miami’s Mandarin Oriental Hotel!(Space for this free event is limited and not guaranteed. Please allow some time to confirm your registration.)
Discover how top marketers are transforming their organizations through original brand storytelling. You’re invited to enjoy breakfast and take part in an interactive workshop session with enterprise storytelling champions! You’ll walk away with the necessary tools and insights to develop and implement a dynamic content strategy. Register now!
–Guillermo Morrone, VP Head of Global Consumer and Priceless Cities Content Strategy at MasterCard –Fernando Bazan, eMarketing Manager at 3M Latin America will explain their blueprints for creating content at scale for multiple markets around the world. – George Levy, Director of US Hispanic and Latin American Partnerships at Skyword
7:30-8:00: Breakfast 8:00-8:10: Introduction and Welcome 8:10-9:30: MasterCard and 3M Case Studies 9:30-12:00: Interactive Workshop
• Gain insights into which brand stories to tell and how to build an audience • Develop an action plan for expanding reach, improving customer intimacy, and delivering ROI
Mandarin Oriental 500 Brickell Key Drive Miami, FL 33131 Register now!(Space for this free event is limited and not guaranteed. Please allow some time to confirm your registration.)