Tag

MEC Bravo

Browsing

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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

Click here for prior Sales Leads issues.

  • MEC BRAVO

descargaMEC has announced the rebranding of MEC Bravo, one of the leading Hispanic media agencies, to MEC Multicultural to reflect the agency’s expansion into broader consumer segments.he agency has created targeted campaign activations for clients such as AT&T, Marriott, KFC, Citi and Campbell’s, and continues to expand assignments with both existing and new clients, including in the beauty and energy sectors.Read More.

  • Dr Pepper

descarga (2)To continue its celebration of curiosity and individuality, especially among the Hispanic community, Dr Pepper hosted a private concert featuring Santos on Wednesday on July 15 as part of its “Dare to Discover” campaign. The exclusive event kicked  off the brand’s presence at this year’s Premios Juventud and dared fans to discover the unique flavors of Dr Pepper – and life in general. This month, Dr Pepper has chosen two outstanding students to receive US$75,000 in scholarships as part of the “Dare to Discover” campaign, which encourages Hispanic students to follow their dreams and reach for their goals. In addition to the scholarship announcements, the audience was also shown the inspiring stories of the upbringings, passions and aspirations behind each of the winners.Premios Juventud is a Spanish-language television show that celebrates Hispanic youth and recognizes artists in music, film, sports, style and pop culture.

  • American Airlines

VnfmkRNI_400x400American Airlines’ global creative and media accounts are up for review as the marketer prepares to retire the US Airways brand after acquiring the rival carrier.American’s longtime agencies McCann Erickson, New York, and its affiliate in Dallas, TM Advertising, will defend the creative business. Fellow Interpublic agencies like UM handle American’s media internationally and TM works on the airline’s U.S. media. Those incumbents will also participate in the review, which AAR Partners is managing. A decision is expected by early October. Global media spending is estimated at US$60 million. In the U.S. alone, American Airlines spent just under US$30 million in media last year, according to Kantar Media.Read more.

  • GSK-Novartis

4f04e6a303341df5bbe81beafdf29f33_400x400 fUQmgECF_400x400GSK absorbed Norvartis’ consumer brands, including Excedrin, in a March deal. Now GlaxoSmithKline is conducting a global review of media planning and buying for its consumer healthcare brands.In March, GSK and Norvartis closed on a US$20 billion deal in which GSK absorbed Norvartis’ consumer brands and vaccines, and Norvartis took on GSK’s cancer drugs.As a result of the deal, GSK employed no less than three media agencies on its consumer business (PHD, MediaCom and Starcom), setting the stage for a consolidation among roster shops. Global media spending on the account approaches US$900 million. Starcom, which previously worked for Norvartis, is not participating in this contest, leaving GSK U.S. shop PHD against MediaCom, which works for GSK in overseas markets, sources said. In a statement, GSK thanked Starcom for its work on Novartis’ brands, which include Excederin, Theraflu and Lamisil. GSK’s over-the-counter brands include Aquafresh, Sensodyne, Nicorette and Tums.

  • Target

descarga (4)Target is releasing half a dozen new spots starring social media influencers for back-to-school, its second biggest selling season.The effort includes a new tool called “School List Assist” and deals to make shopping easier for parents. The effort aims to establish Target as a one-stop shopping destination during the high-traffic period.”School List Assist” is a new tool on Target.com that provides a curated list of school supplies, which parents can order from online for home delivery or in-store pickup. The retailer worked closely with schools across the country to find the common items that parents will be looking for this back-to-school season.Target tested “School List Assist” last year in select markets and is currently running the tool in beta.The retailer tapped social media stars like dancer Maddie Ziegler — best known for Lifetime’s “Dance Moms” series and Sia’s “Chandelier” and “Elastic Heart” music videos — and EvanTubehd, who has a YouTube series about toys and gaming.Ms. Ziegler will star in a denim spot — airing in August — in which she performs alongside other young dancers to show off Target’s stretchiest denim.The effort makes Target the latest retailer to turn to young, online influencers for its back-to-school push. The six new Target ads begin rolling out on July 19 and each will focus on a different trend and promotion, such as buy-one-get-one offers on licensed products like Star Wars, MInions and Avengers merchandise, and 40% off jeans.The ads also feature a remake of the Jackson Five’s “ABC” performed by artist Tori Kelly, who has a strong following of her own on social media. The song will be available for download on Target’s website as part of a cause-related push. For every download, the retailer will donate US$5 in school supplies — up to US$3.5 million — to the Kids in Need Foundation, a charity it supported during last year’s back-to-school effort as well.Target will use social to highlight products and trends throughout the season. The retailer spent US$1.65 billion on domestic advertising in 2014, according to the Ad Age Datacenter.72andSunny led the campaign for Target, while LatinWorks developed Spanish-language ads for the push. Knock worked on the in-store advertising and Haworth handled media.

  • Nestlé

descarga (5)For Nestlé’s Coffee-Mate Natural Bliss all-digital campaign, the brand’s marketers took over an Irving Farm Coffee Roasters store in New York on April 24 with baristas wearing essentially nothing but body paint.The basement of the coffee shop was the production unit’s mission control, as the Nestlé brand and its agency, 360i, watched the reactions of dozens of unwitting customers. Patrons were also surprised to find that coffee was free for the whole day.Nestlé and 360i created a one-minute, 33-second video and a 30-second clip to be pushed on Facebook, YouTube and other digital channels, with paid ads starting in the next few weeks and running through September. Using the hashtag #NaturalBlissCafé, the team hopes to turn heads on social media with an au naturel strategy that’s slightly skewed toward millennial consumers.Lastly, Nestlé began teasing the ad on YouTube:

https://youtu.be/Zp2mEY3QtlY

Join us at PORTADA Mexico!

What:MEC has announced the rebranding of MEC Bravo, one of the leading Hispanic media agencies, to MEC Multicultural.
Why it matters: The move reflects the agency’s expansion into broader consumer segments. Led by Vilma Vale-Brennan in New York, the practice will continue to deliver  integrated communications plans backed by relevant insights to connect with Hispanic, African America and Asian audiences.

descargaMEC has announced the rebranding of MEC Bravo, one of the leading Hispanic media agencies, to MEC Multicultural to reflect the agency’s expansion into broader consumer segments.

descargaLed by Vilma Vale-Brennan in New York, the practice will continue to deliver genuinely integrated communications plans backed by culturally-relevant insights to connect with Hispanic, African America and Asian audiences.

MEC Multicultural leverages the agency’s proprietary analytics and insights tools such as Total Reach   (reach/budget optimization) and Nuevo American™ (custom segmentation models) to humanize data and identify cultural insights and trends that drive precise ROI models.

Speaking on the announcement, Managing Partner, Vilma Vale-Brennan said, “The new America has a different face.  We have Kaleidoscope families – one in three African American households are headed by single women, nearly half of households are multi-generational, and empty-nesters comprise the largest type of family in the US. We believe that this is one of the most fundamental trends shaping the broader media industry, and we are investing considerable resources into strategies that serve the needs of a new general market.”

Marla Kaplowitz, CEO, MEC North America, added, “Multicultural communications goes beyond demographics. It requires a nuanced understanding of consumer’s lifestyles, motivations, cultural values and differences, as well as how they are interacting and consuming every day media. MEC Multicultural is a natural extension of the work we deliver for our clients in the Hispanic space. Our proven leadership and access to data will allow us to help marketers connect more deeply with today’s increasingly multicultural footprint.”

Vilma added, “While the demographic shift to a majority minority nation is relatively easy to measure, the resulting cultural shifts are not. A heterogeneous American majority means that there is no longer a universally shared idea of what it means to be American. Rather, the idea of being American falls along a spectrum of personal experiences within cultural contexts. We surface relevant, informative and trustworthy insights of the multicultural consumer to build truly tailored communications solutions for our clients.”

The agency has created targeted campaign activations for clients such as AT&T, Marriott, KFC, Citi and Campbell’s, and continues to expand assignments with both existing and new clients, including in the beauty and energy sectors.

Hispanic consumers love music, and they’re more likely than the general U.S. population to use mobile devices. Put those things together and marketers get an emotion-fueled rocket to their hearts and minds. Portada’s Digital Media Correpondent Susan Kuchinskas, on how marketers use music to connect with Hispanic audiences through mobile media.

a stack of colorful guitars
photo: SpeakingLatino.com

T-Mobile is telling its subscribers that they never have to stop the music. In June, the mobile carrier announced that its Music Freedom initiative, saying that its Simple Choice plan would exempt streaming music from its data allowances. It also partnered with Rhapsody to introduce unRadio, an ad-free music service. The service is free to Simple Choice customers on its newest unlimited data service, and for a discounted price of $4 per month for other customers.

Between one fourth and one third of T-Mobile’s subscribers are Hispanic, according to Gabriel Torres, vice president and general manager for T-Mobile USA’s Southeast region, and, citing the familiar studies showing that Hispanics over-index on mobile and use more data, he says, “There’s a very good story in terms of why this is relevant for the Hispanic market.” Although he couldn’t provide details of how these services might be marketed specifically to Hispanics, he adds, “The fact that we are bringing this incredible music offering helps us bring our community together at the same time.”

Selling spots

Buying digital music requires one foot in both worlds. SBD radio, for example, can sell radio/event/digital packages — but the company maintains separate budgets for each of them. Some agencies buy digital music through their digital teams and terrestrial radio through that dedicated team. It’s a tricky decision: Digital music is measurable, like other digital media, but it also is more audience-based, like traditional radio.

Vilma Vale-Brennan

MEC Bravo doesn’t separate terrestrial radio from web-streams of traditional radio stations from pure-play streaming services. In its work for AT&T, for example, “We see it as a holistic channel and we take a holistic approach,” says Vilma Vale-Brennan, managing partner in MEC Bravo. In the planning stage, this approach entails mixing some oranges with some apples.

The agency’s planners must try to understand the different market penetration of its different distribution partners. The AT&T media plan includes a lot of pure-play streaming providers, especially Pandora and iHeartRadio. The media team uses the services’ data to understand the penetration of Hispanic consumers, and then adds up the ratings on terrestrial radio in order come up with an estimated reach on all devices for a particular campaign.

“Combining those two is where the art comes in,” she says.

Station masters

Branded stations are a favored way for companies to reach consumers on streaming media services without interrupting their listening with commercials – and, of course, uninterrupted music is a prime selling point to get listeners to the brand’s station.

Another advantage is that, on branded streaming stations, the brand can at least to some extent own some real estate on the device screen; placements might include a banner at the top of the interface or a skin of the entire interface. Sometimes, the deals include sponsorships of live events, as well.

At this year’s Billboard Latin Music Conference and Awards in Miami, the Pandora Discovery Den Noche de Música Latina was sponsored by State Farm, P&G’s Orgullosa and Sprint. In addition to sponsoring live music performances, the brands offered special activities, gifts and presentations. They brands also used Pandora’s Mixtapes solution to create special stations with branded banners.

Another reason that branded music stations are so compelling to advertisers is that they offer an extended period of time in which a brand, through curation of the music, can evoke emotion in the listener – emotion that can be transferred to the brand itself.

Natalia Borges
Natalia Borges

“Music connects at an emotional level,” says Natalia Borges, vice president of marketing for Batanga Media. Custom stations are “a way we can feature music that speaks to the essence of the brand.” For example, Batanga worked with its editors to create a station to help Latina moms get their babies settled into bed at night. Setting this sweet moment to music not only helped the moms accomplish a crucial nightly task, the music itself also created sweet associations with the Huggies brand, with its own brand essence of sweet.

For Corona Extra’s Fill Your Summer 2014 campaign, Batanga created a station designed to evoke the fun and excitement of summer. Promotion for Batanga custom stations may include home page placement, placement on “hot radios” or “top stations” lists and, depending on the campaign targeting listeners via audio, video or display ads on Batanga’s mobile app.

Close to 90 percent of all music streams from Batanga take place via its mobile app, according to Borges, and clickthrough rates from mobiles, as well as engagement rates, are consistently higher on mobile – as much as 68 percent higher. “Video in any environment performs very well,” Borges says, and so do high-impact units such as interactive ads or full-page ads.

A campaign for McDonalds last year used the interactivity available in mobile ad units to good effect. The brand collaborated with Batanga to create a customized music awards on the platform that let consumers vote for their favorite artists across a variety of genres. A twist added by Batanga was creating the genres based on its own audience data instead of using standard genres. Fans could vote from within the ad unit, so that they did not have to pause their music listening.

MEC Bravo wants to create its own custom station ad unit that it could distribute to different steaming music services, although there are still details, both technical and business, to work out. The music in the channel could be tightly targeted to consumers and, ideally, be highly attractive to the target market. Ads could be included in the channel, so that they’d be native to the user experience, according to Vale-Brennan. This could turn out to be, MEC Bravo hopes, “a seamless, integrated way of capturing their attention in an organic way.”

Genre targeting

Spanish Broadcasting System (SBS) relies on its mobile app, La Musica, to power streaming services from the 20 U.S. terrestrial radio stations it operates. This combination of terrestrial radio, station websites and mobile app lets the company offer cross-platform campaigns, although the company maintains separate budgets for different channels, according to Max Ramirez, vice president of digital media for SBS Interactive, the company’s digital arm.

Max Ramirez
Max Ramirez

“We have a better opportunity to leverage relationships [with advertisers], and we can tie in digital with whatever they have going on. Maybe they buy a concert that includes radio but also some digital elements,” Ramirez says.

La Musica is used to run national digital campaigns and local advertising, and it also frequently carries custom stations for brands; a Dunkin Donuts-branded station within the app is just about to launch. Clients can select the type of music to be played according to artists, genres or DJs. The music streams ad-free and the advertiser gets a custom tab on the app that can lead to interactive functions.

For Vida Lexus, the automaker’s Hispanic-oriented lifestyle portal, the sponsored tab included a dealer locator with click-to-call. The stations can also run display ads, as well as one-click connections to the brand’s Facebook page and Twitter feed.

SBS Lexus channelMost mobile music services can’t yet target consumers according to their interests or even registration information. But the importance of musical genre for targeting should not be overlooked. In the case of SBS, its various stations draw in different segments of Hispanic consumers. For example, in Los Angeles, La Raza 97.9 attracts more Spanish-dominant listeners, while Mega 96.3 has a more bilingual listener base. Says Ramirez of the latter listeners, “They’re English-first, but still consuming Latino culture.” And the key to reaching the diverse Hispanic audience, he says, is, “It needs to be in-culture, which is more important that in-Spanish or in-English.”

Indeed, with the wide variety of acculturation levels and language preferences in this market, finding the right messaging and language can be tricky.

“Across acculturation levels, music preferences change,” points out Maria Lopez-Knowles, CMO of Pulpo Media (recently acquired by Entravision). She notes that Pandora is most popular among English-dominant Hispanics. According to Pulpo’s analysis, it’s these bilingual, bicultural, English-dominant Hispanics that are driving mobile adoption and penetration. Their hybridity is reflected in the fact that they listen to English and Spanish music.

Maria Lopez-Knowles
Maria Lopez-Knowles

Even the most acculturated Hispanics still love Latin music, according to Lopez-Knowles, as well as American pop. She likes to say that, to reach these influencers, you should “speak to them in English, but wink at them in Spanish.” That goes for music selections, as well. When creating custom radio stations, she says, go for Spanglish.