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

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Dentsu Aegis Network (DAN) has promoted Dick van Motman to global CEO, creative. Van Motman, who was previously the global and Asia Pacific president of Dentsu’s creative agencies, will work closely with Gordon Bowen, co-founder and chairman of mcgarrybowen, who steps into the new role of chief creative officer.

 

 

 

 

 

Sabra is naming Jason Levine as its Chief Marketing Officer, pulling the marketer away from Oreo. Levine has spent 19 years at Mondelez International and its predecessors, Kraft Foods Group and Nabisco. He was most recently Global Head of Marketing Transformation and Excellence.

 

 

 

 

 

 

Uber has announced the appointment of Taj Alavi as Senior Director and Global Head of Marketing Communications. Alavi wrote on her LinkedIn account that she is helping the company “to tell the next chapter of the Uber story.” She served as Head of Global Brand Marketing at Instagram until December 2018.

 

 

 

 

 

Netflix Head of Global Marketing Stephen Bruno has exited his post for MGM, where he now fills the role of Chief Marketing Officer. According to reporting by Adweek, Netflix’s entire marketing team was dissolved around the same time that CMO Kelly Bennet announced his retirement.

 

 

 

 

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

For prior Sales Leads editions, click here. 

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

  • GlaxoSmithKline

Global pharmaceuticals giant GlaxoSmithKline has put its entire media account under review, three years after awarding the business to Omnicom’s PHD and WPP’s Mediacom.The reappraisal potentially puts a US$1.7bn advertising budget up for grabs and comes as part of a mandatory three-year cycle of reviews at the behest of GSKmanagement, According to Ad Age.

 

 

 

  • Advance Auto Parts

Advance Auto Parts has appointed Dallas-based independent agency The Richards Group for brand and creative work and Dentsu Aegis Network-owned agency 360i for media and analytics following a review, Adage has reported.Crossmedia, the media incumbent, did not participate in the pitch.As of late last year, the company operated 5,054 stores and 129 Worldpac branches and employed approximately 71,000 across the United States, Canada, Puerto Rico and the U.S. Virgin Islands, according to its website. The company also serves 1,218 independently owned Carquest branded stores.Advance Auto Parts Inc. spent US$29.1 million on measured media in the U.S. in 2017, according to Kantar Media.

 

  • Wells Fargo

Wells Fargo is launching a new, integrated marketing campaign called “Re-Established”. The campaign, launched nationwide on Sunday, May 6, leans into the company’s history and heritage as it acknowledges past issues, communicates the extent of changes made across the organization, and shows how the company is recommitting to its customers and their satisfaction.The first component of Re-Established is a one-minute commercial called “Trust” that airs nationwide and signals Wells Fargo’s intent in a bold way. The advertisements will run across print, digital,broadcast, and mobile channels. As with previous Wells Fargo advertisements, the campaign acknowledges the diversity of the company’s communities through tailored ads for specific audiences, such as in-language messages in Chinese (Mandarin and Cantonese) and Spanish and advertising in African American media. The Re-Established campaign was developed with BBDO-San Francisco, Wells Fargo’s agency of record since March 2014.

https://www.youtube.com/watch?v=1rrivHxCeeY&feature=youtu.be

  • McDonald’s 

McDonald’s is introducing the new 100% fresh beef Quarter Pounder burgers by launching the “Speechless” campaign,  inspired by the idea that words can’t describe the pure delight, the feeling, and the taste of a hot and juicy burger.  Led by We Are Unlimited, in close partnership with The Marketing StoreBurrellAlma, IW, Resolution and OMD, “Speechless” is an integrated campaign running broadcast, online video, radio, out of home, social media and in digital. Launched nationally on May 7th, work will run through the end of 2018.Charles Barkley, Gabrielle Union and John Goodman help describe customers’ reactions to the taste of McDonald’s hotter and juicier burger. Additionally, Luis Fonsi describes in Spanish just how good McDonald’s Quarter Pounder tastes in spots created for the Hispanic Market. The creative and production of these spots was led by Alma.

https://www.youtube.com/watch?v=L8IQMUSrK6Q

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

 

  • Amscot Financial

Amscot Financial—the Florida-based leader in providing convenient, consumer-oriented financial services through its network of retail branches— reveals its latest Spanish-bilingual campaign geared toward a growing and evolving Hispanic consumer segment.  The new campaign highlights convenient financial services for the growing needs of the ‘gig economy’ with the rise in entrepreneurship, self-employment and those seeking professional development.  The broadcast media campaign will launch May 14 and air across the largest Hispanic DMAs in Florida — Miami-Dade, Orlando and Tampa, with a rotation of 28 fifteen second combined TV and radio executions.Hispanics represented 51% of Florida’s population growth from 2010 to 2015, according to new population data released by the U.S. Census Bureau.  Nationally, Hispanics have the highest rate of entrepreneurship Standford Business: State of Latino Entrepreneurship.  Amscot Financial launched its first Florida-wide, Spanish-bilingual campaign with Semilla AD in 2013 during Amscot’s expansion to South Florida and continues to actively cater to Florida’s evolving Hispanic market with culturally-dedicated campaigns reflecting their customers evolving financial needs.

 

  • Heineken

Beer brewer Heineken is moving ad verification in-house, Digiday has reported. The company is running a global search for one ad verification technology it can run directly from all its markets. Once the search ends, Heineken will have effectively brought its ad verification in-house,according to people familiar with the matter. There’s a desire at the company, according to one source, to understand for themselves whether the online ecosystem is delivering against its needs and the best use of budget.Heineken has two media-buying agencies: Dentsu Aegis and Starcom MediaVest.

 

 

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  • Nestlé – Starbucks

Swiss food giant Nestlé will spend US$7.15 billion for the right to market Starbucks Corp. products. This is the third-biggest transaction in Nestle SA’s 152-year history. However, the company won’t get any physical assets in the deal. By entering a marketing pact with Starbucks, the Swiss company is revealing the limits to growing with Nescafe and Nespresso.Starbucks is the second-most-valuable brand in fast food, according to BrandZ’s Global 2017 report, which estimates it’s worth US$44 billion. Nestle will take over about 500 Starbucks employees who will remain based in Seattle.Starbucks will continue to produce packaged coffee and other goods in North America, while Nestle will be in charge of the rest of the world. In addition, the Swiss company gets the rights to sell packaged coffee products in supermarkets, restaurants and catering operations under the flagship Starbucks brand.

 

 

  • Lionsgate

Lionsgate/Pantelion/MGM’s Overboard, a film targeting Hispanic moviegoers and fans of Mexican star Eugenio Derbez, came in 2nd for the weekend of May 4-6 as of Saturday AM with US$14.75M at 1,623 venues, the biggest opening in Pantelion’s history. PostTrak reports a Latino turnout of 41%, with the demo giving the pic an 83% positive. Overboard‘s opening is higher than the Mexican star’s April 28 release last year, How to Be a Latin Lover, which opened to US$12.2M and yielded a 2.6 multiple for a final US$32.1M.  MGM and Lionsgate co-financed Overboard, which cost in the low to mid-teens.

 

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.

      • Miller Coors
        MillerCoors is searching for a new U.S. Hispanic agency for Miller Lite after parting ways with Lopez Negrete Communications, which has handled the brand for seven years, AdAge reports.
      • Kohl’s
        Department Store chain Kohl’s has selected Publicis Groupe’s Zenith to handle media duties after a review. The company spent around $330 million on ads in 2011, according to Kantar. Interpublic’s UM was the incumbent on the account. The agency had serviced the account for over a decade. Other contenders included WPP’s MEC and independent Horizon Media.The client put the account in review in late November of last year. The selection comes just about a week after the company announced nine new store openings and a plan to remodel 30 of its locations this year, after remodeling 50 stores in 2012. The company has more than 1,150 stores in 49 states. 
      • Amscot Financial

        Miami-based G ADMarketing Communications, led by advertising veteran Gabriela Alcantara-Diaz, has been appointed by Amscot Financial to spearhead their multi-cultural Hispanic integrated communication and marketing efforts, including creative, public relations and social media.

         

      •  Chevy
        General Motors is unwinding Chevrolet’s advertising merger established by a former chief marketing officer and is considering changes to its Cadillac advertising business. GM plans to shift most Chevy advertising work to New York-based McCann Worldgroup, which had been handling the brand’s marketing in a 50-50 partnership with San Francisco-based Goodby, Silverstein & Partners through a Detroit-based agency called Commonwealth.The Commonwealth agency will continue to operate, but Goodby is out, the source said. Chevy is launching 13 products in 2013, including an all-new Silverado pickup, the redesigned Impala sedan and the much-hyped Chevrolet Corvette Stingray.Carat handels General Motors  (Chevy’s) media buying and planning.  
      • MGM
        MGM Springfield, Massachussetts, has launched a Spanish-language version of its website. The interactive site allows visitors a state-of-the-art view of the residential, retail, dining and entertainment district that MGM is proposing to build in Downtown Springfield.“To better connect with the community at large, we have launched a Spanish version of our website. Our goal has always been to engage as many Springfield residents as possible in this process and this relaunch is just one more way we can do so,” said Bill Hornbuckle, President and Chief Marketing Officer of MGM Resorts.
      •  Costa Farms
        Costa Farms, the largest producer of indoor plants in North America, has brought seasoned and accomplished Hispanic writer Andrés Fortuño onto the team to speak to the growing number of Hispanics who love to garden. Fortuño will be “the voice” for Costa Farms’ new Facebook page, Costa Farms en Español. He will also help develop retail specific programs for the Hispanic market and conduct product knowledge classes in specific retailers in South Florida.“We are taking an active role in our Hispanic efforts to reach this demographic, which has been growing steadily over the last few years,” says Jose Smith, President and CEO of Costa Farms. “Andrés will help us provide content in Spanish through our social media efforts and at the retail level.”
      • Associated Food Holdings
        Private equity firm AUA Private Equity Partners said it has completed a recapitalization of Associated Food Holdings that will allow the company to accelerate new store growth and increase financing to its operators for remodeling and expansion. Terms of the transaction were not disclosed, although AUA said it typically makes equity investments of $10 million to $30 million in family-owned, Hispanic focused businesses. Its managing partner is Andy Unanue, Associated’s chairman and a former chief operating officer of Goya. The firm made the investment in partnership with Associated’s owners. Established here more than 50 years ago, Associated provides distribution, financing, marketing and promotional services to around 250 branded independent supermarkets, most operating under the Associated or Compare banners. Harry Laufer and Ira Gober, co-chief executive officers, will continue to lead the company. Separately this week, Associated said it has appointed Joe Garcia as executive vice president, responsible for merchandising, marketing and information technology. 
      • el Jimador
        The  100 percent blue agave tequila announced the launch of its second annual “Jimi Cup” contest in which participants can win a trip to Mexico to play in an unforgettable match alongside former soccer legends from the U.S. and Mexican National teams at Casa Herradura in Amatitan, Jalisco. Ten lucky winners will enjoy a once-in-a lifetime experience and receive round-trip airfare, accommodations, and local transportation for themselves and a guest. 
        “As a brand that is committed to creating once-in-a lifetime soccer-themed experiences for fans, we are thrilled to launch the second annual Jimi Cup. Through this authentic experience, consumers will have the opportunity to play soccer alongside their idols in the middle of our beautiful distillery while experiencing our passion for tequila first-hand,” said Jesus Ostos, brand manager for Tequila el Jimador.
      • Buick Encore
        General Motors is launching a major advertising campaign for the Buick Encore the subcompact crossover with a nod to the Jurassic Period.The ad features the small crossover vehicle dodging a stegosaurus and navigating through the legs of a brontosaurus in an urban environment. Buick will give it frequent exposure throughout the NCAA Tournament for men’s basketball, which Buick is sponsoring again. It debuted Sunday on ESPN’s “30 for 30” program and launch broadly during the tournament games on CBS, TNT, TBS and TruTV.

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