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The PortadaLat Awards have announced the 2017 Golazo Award nominees. Voting is open through May 19 to determine the finalists who will battle it out in front of a jury at PortadaLat on June 7! Below are the 16 shortlisted nominees. Peer-to-Peer recognition is a foundation of the PortadaLat Awards and it’s up to you to vote on which candidates move on to the finalist round. Check out the nominees and vote for your favorite now!

Don’t forget to register to join sportscasting celebrity Fernando Fiore, industry leaders and game changers in Miami, June 7-8 for the ninth annual #PortadaLat Conference. The event kicks off on June 7 with a spotlight on the significant role of soccer marketing in the U.S. and Latin America. Learn more about Portada’s new ticket options.

Agencies, including PR agencies, brand marketers, and media properties were invited to nominate campaigns, concepts and ideas that substantially engage consumers in the U.S. or Latin America through soccer content. These are the nominees:

” MLS “”Stand as One Campaign”/Brooklyn Brothers “

https://pbs.twimg.com/profile_images/790548785864867841/414P_m13.jpgThe campaign featured creative elements including television spots, digital and print advertising, in-venue visibility, social content, and storytelling, and was rolled out during the 2016 MLS season. The campaign ran with spots across all MLS’ broadcast partners, along with significant online activation. “Stand as One,” created collaboratively by The Brooklyn Brothers and MLS’ in-house marketing and creative team, was designed to elevate the movement and the sport of soccer in North America. It highlighted the electric and unifying fan and stadium experience that is unique to MLS’ core, as well as the world-class quality demonstrated by its players every week.The campaign was supported by all five of MLS’ national broadcast partners: ESPN, FOX Sports, Univision,

The campaign was supported by all five of MLS’ national broadcast partners: ESPN, FOX Sports, Univision, TSN and RDS, as well as all international and regional MLS broadcast partners. In addition, MLS digital channels, including MLSsoccer.com, MLS Video and MLS’ social media, played a leading role in the campaign. The campaign captured the true essence of MLS by celebrating the stories of MLS’ clubs and local markets. The visual elements reflect the authenticity, unity, and excellence of Major League Soccer, its players and its supporters, who combine to define the sport in the United States and Canada.


“My Inter Jersey” / Gravity

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.

Based on this insight, Gravity proposed to create a web platform that would enable fans to create their own personalized wallpapers for devices depicting the new jersey design.

We targeted fans on social media that re-directed them to a microsite to create personalized jersey. To incentivize fans to purchase the new jersey, the first 10 thousand participates were provided with a discount coupon to buy the jersey from Nike.

Launched in mid-November, it has already attracted more than 24,000 fans from 155 different countries. There are over 12,800 newsletter subscribers and thousands of social mentions and positive sentiment.

Link to Campaign/Brand.


AT&T / MNT / The Marketing Arm

AT&T / MNT / The Marketing ArmIn 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. To amplify the program, TMA created the “AT&T Expressions” app. A digital platform, which consisted of customized emoticons that brought soccer fan excitement to life. By using these emoticons, AT&T was able to easily interact with Hispanic Millennials in stadiums, music venues, social media channels, and AT&T retail stores nationwide.

The MNT consumer experience included Retail and exclusive VIP events with MNT legendary players, an interactive zone during the pre-game tailgate parties, Fútbol Fiesta, and leveraged the existing relationship with popular Univision sportscaster Adriana Monsalve as a celebrity guest during every match.

Link to Campaign/Brand.


FC Bayern Audi Summer Tour 2016 / FC Bayern Munich LLC

FC Bayern Audi Summer Tour 2016 / FC Bayern Munich LLC.FC Bayern Munich opened an office in New York (2014) to grow our fanbase and better connect with fans in the U.S.; bringing them closer to the club they love. In three years we’ve seen interest in Bayern grow from 13M to 27M followers.

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.

Results:
• Attendance – 180,000+ for three games
• 340M+ people reached via social media
• 43.7M interactions & video views on our social channels
• 12M+ watched TV broadcast
• 65K increase in CRM database, 18K increase in newsletter subscribers
• 43 media appointments
• 20 player activations with partners

Link to Campaign/Brand.


Inter Milan / Gravity

Inter, the Milan-based professional Italian football club, was taking part in the U.S. International Champions Cup, and hoping to make a splash in the U.S. marketplace.

To broaden its reach, Inter worked closely with Gravity to create a campaign that would increase brand relevancy into the lives of U.S. soccer fans.

The campaign featured a video montage of past, and epic, goals, that showcased Inter’s legendary heritage. To further enhance relevancy, these videos used American NBA/NFL/MLB commentators from sports outside of soccer. When Inter was shown scoring a goal, the commentator called out “touchdown” or a “home run” in an effort to “teach America how to cheer.” The unexpected combination of European and American sports promoted Inter in an exciting and engaging way that people (especially soccer fans) across the globe understood.

The four videos were aired globally across Inter’s social media channels as well as boosted with paid social.

Link to Campaign/Brand.


Johnson & Johnson/MLS/U.S. Soccer

Johnson & Johnson/MLS/U.S. SoccerJohnson & Johnson announced a multi-year extension of its sponsorship as official healthcare partner of MLS and US Soccer. The sponsorship was first activated in 2015 and this is the second time the consumer brand renews its sponsorship.Johnson & Johnson Consumer Brands will be integrated throughout different platforms including digital, broadcast and video content, as well as in-stadium exposure. Johnson & Johnson will also continue to create on-site activations during relevant MLS events, such as the All-Star Game, which is presented by Target and the MLS Cup. For the US Soccer partnership, the healthcare company will sponsor both male and female senior and youth national teams. Johnson & Johnson will use its partnership to expose many of its different brands on the field. It will also integrate it into its marketing strategies, including the Johnson & Johnson Donate a Photo app, through which people can connect with causes that they care about and other key platforms and partners.


Pepsi “Momentos”/UEFA Champions League/BBDO

Pepsi™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. Taglined “Show How Much It Means,” the campaign celebrates the sport’s fans by depicting their passion before, during and after matches. Pepsi posted creative from lead agency AMV BBDO on YouTube, including a 60-second anthem video that’s a montage of game-related moments, called “We Know How Much It Means”; several 10-second videos excerpted from the anthem; and short videos featuring the three brand-rep athletes talking about their favorite football moments. The campaign spans “always-on, exclusive content” and shareable social media creative, including fan-generated content. The campaign lives on Facebook, Instagram Stories, and Snapchat. Digital elements launched this week in the U.S. and most of the other nearly 75 countries targeted for the campaign, a brand rep reports. TV spots are also broadcast in most of those markets.

Link to Campaign/Brand.


Scotiabank/F.C. Barcelona

Scotiabank JamaicaFC 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. This agreement will allow Banco Colpatria, Scotiabank’s Colombian partner, to sponsor youth-focused programs in Colombia, as well as participate in events and offer soccer experiences to its clients. Because it will support young people from Colombia through various programs sponsored through Banco Colpatria. The winners of the Scotiabank-organized championship will be able to travel and attend training events in Barcelona, Spain. Scotiabank, in association with its Colombian partner Banco Colpatria, will host a four-day FutbolNet Festival, in which a thousand young players will train and learn important sports and life skills.


 

Secure your spot and start the PortadaLat journey!

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

Gabriela Arroyo – McCann ::: Daniel Tártaro – OgilvyOne ::: Peter Sherman – Omnicom Group ::: Beto Cocito – DDB Argentina ::: Igor Moura y Leo Rolim – Havas Worldwide Buenos Aires :::

Gabriela Arroyo-Gabriela Arroyo has been promoted to telecommunication leader of McCann Latin America. Arroyo is also Account VP of WMcCann Rio and has been responsible for the TIM account since 2011.

 

Tartaro_OgilvyOne-

Daniel Tártaro is the new general director of OgilvyOne, the direct marketing and CRM unit of the group. Tártaro has been working as digital integration director in Ogilvy Brazil. The executive has worked with clients like Coca-Cola, Globo TV, Telecine and GSK.

Peter Sherman-

Omnicom Group has announced that Peter Sherman, executive VP, will replace Troy Ruhanen. Sherman will be in charge of the innovation and relationship between the clients and the agency. Troy Ruhanen has been promoted to president and CEO of  TBWA Worldwide.

beto-cocito-Beto Cocito has been named general creative director of  DDB Argentina. Cocito has worked for Ogilvy Brazil and DAVID.

 

 

Havas Buenos Aires-Igor Moura and Leo Rolim have been appointed creative directors of Havas Worldwide Buenos Aires.

At the  Online Video Forum organized by Portada as part of #Portadalat  we were lucky to have first level conversations and panels as those held by Carlos Ernesto Gutierrez, CEO Miami, Chief Growth Officer Latin America, McCann Worldgroup and Mark Larkin, SVP and General Manager of CNET. Gutierrez interviewed Larkin on stage about the industry and the development of the online video market, about how CNET uses online video, how it produces online video content and on what the future might look like.

larkin.gutierrez.portadalatMark Larkin opened the interview talking about his experience as one of the first professionals to enter the online video market. “Back when broadband was just coming into focus, I launched CNET TV,which gave rise to all of the video you see on CNET and CNET en Español today. In fact,I led the team that made sure CNET was one of the first online publishers to embrace video on the web,” Mark said.

“I think pre-roll, mid-roll and post-roll are still effective ways to communicate with consumers, especially when it’s adjacent to premium content where users are engaged in something compelling.” he said. “I think the fuss about online video is more about a rich and diverse opportunity for marketers to reach targeted audiences where they are truly engaged and across all of the platforms with which they engage,” he added.

 

Premium Content Vs. Free Content

I come from premium, so I say always spend your money in premium
 
larkin,portadalat

“Let’s talk about another dichotomy that makes us all marketers scratch our heads: Free content or premium/paid content…when to use which one in a video format?,”  McCann World Group’s Gutierrez asked.  Larkin is a big supporter of premium content. “It’s about the difference between quality audience/engagement and scale,” says Larkin. “The scale may differ in some cases, but the audience will have a great content experience and the messages that surround that experience are richer and more impactful for their association with that premium content,” he added.

 

“Church and state” separation

Carlos Gutierrez also asked how CNET is able to balance advertising sales interests with editorial integrity. To which Larkin answered that at CNET “we take the separation of church-and-state very seriously and people who come to CNET know they are getting high-quality, tested, reliable information that helps them make smart decisions about technology.”

The 7th Annual Portada Latam Advertising and Media Summit will take place on June 4 and 5 2015 in Miami.

At the  Online Video Forum organized by Portada as part of #Portadalat  we were lucky to have first level conversations and panels as those held by Carlos Ernesto Gutierrez, CEO Miami, Chief Growth Officer Latin America, McCann Worldgroup and Mark Larkin, SVP and General Manager of CNET. Gutierrez interviewed Larkin on stage about the industry and the development of the online video market, about how CNET uses online video, how it produces online video content and on what the future might look like.

larkin.gutierrez.portadalatMark Larkin opened the interview talking about his experience as one of the first professionals to enter the online video market. “Back when broadband was just coming into focus, I launched CNET TV,which gave rise to all of the video you see on CNET and CNET en Español today. In fact,I led the team that made sure CNET was one of the first online publishers to embrace video on the web,” Mark said.

“I think pre-roll, mid-roll and post-roll are still effective ways to communicate with consumers, especially when it’s adjacent to premium content where users are engaged in something compelling.” he said. “I think the fuss about online video is more about a rich and diverse opportunity for marketers to reach targeted audiences where they are truly engaged and across all of the platforms with which they engage,” he added.

 

Premium Content Vs. Free Content

I come from premium, so I say always spend your money in premium
 
larkin,portadalat

“Let’s talk about another dichotomy that makes us all marketers scratch our heads: Free content or premium/paid content…when to use which one in a video format?,”  McCann World Group’s Gutierrez asked.  Larkin is a big supporter of premium content. “It’s about the difference between quality audience/engagement and scale,” says Larkin. “The scale may differ in some cases, but the audience will have a great content experience and the messages that surround that experience are richer and more impactful for their association with that premium content,” he added.

 

“Church and state” separation

Carlos Gutierrez also asked how CNET is able to balance advertising sales interests with editorial integrity. To which Larkin answered that at CNET “we take the separation of church-and-state very seriously and people who come to CNET know they are getting high-quality, tested, reliable information that helps them make smart decisions about technology.”

The 7th Annual Portada Latam Advertising and Media Summit will take place on June 4 and 5 2015 in Miami.

What? MRM, the global digital and direct agency within McCann Worldgroup, has acquired the Brazilian agency E/OU.
Why it matters? This acquisition increases MRM’s global presence with 31 offices in 22 countries. MRM works with brands like General Motors, Nestle, Intel, Google, Zurich Financial Services, The Coca-Cola Company, Verizon, MasterCard and Johnson & Johnson. Nestle, Nike and Regus are some of MRM Brazilian clients.

eou

With this acquisition, the new agency will be called E/OU MRM.

MRM’s President Michael Mclaren commented, “We are excited to be joining forces with E/OU in Brazil. E/OU delivers powerful core CRM and eCRM capabilities”.

E/OU is the second investment by McCann Worldgroup in Brazil this year after Preview, an agency specializing in health and wellness communications.

E/OU MRM, which has about 80 employees, will continue to be led by its current key management, including Fabio Caldeira de Souza, COO and VP-Client Services; Eduardo Rodrigues, VP-Creative Director; and Eduardo Marino Soutello, VP-Planning & Research.

Costa Mesa, Calif.-based Casanova-Pendrill has landed the Hispanic advertising business of Miller Lite.  The news, first reported by Advertising Age, comes after a review that took several months. Prior to Casanova-Pendrill, the Miller Lite account was handled by Houston-based Lopez Negrete Communications.

Casanova Pendrill, which is part of Interpublic Group’s McCann Worldgroup network, ranks as the 16th-largest U.S. Hispanic ad agency and works with clients including General Mills, Ad Council, Nestlé, TurboTax and U.S. Army among others.