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

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

 

Media consultancy MightyHive has announced the appointment of Rashaad Jamal as VP of Learning and Development. In this role, Jamal will fortify two internal programs (MightySchool and MightyResume) and create additional programs for the continued development of its on-boarding and up-skilling capabilities.

 

 

 

 

Esteban Abascal was appointed CEO of Interamerican Foods and La Moderna USA, and is now in charge of all the company’s operations in the United States. His company will take a big step in its mission of expansion in the U.S. market this year.

 

 

 

 

The Shipyard had appointed Kate Canel as its Director of Performance Media, a newly-created role in which she will lead all strategic programmatic planning initiatives and oversee the agency’s integration of digital advertising technologies that drive innovation and measurable client growth. In addition, Canel recently joined Portada’s Agency Star Committee.

 

 

 

 

PayPal has named Allison Johnson Chief Marketing Officer. This is PayPal’s first CMO since 2013. Johnson will be charged with leading strategic marketing for PayPal and its family of brands, which includes Venmo and iZettle.

 

 

 

 

 

Collage Group has announced the hiring of David Burgos as Sr. Director, Consumer Insights to lead the company’s custom insights business. Burgos most recently led Consumer Insights and Strategy at The Kraft Heinz Company.

 

 

 

 

 

Dan Pearce, ex-marketing head at Ticketmaster, has been named CMO by Virgin Experience Days. Pearce will be responsible for the development and delivery of marketing strategies designed to propel experiences rather than objects.

 

 

 

 

As reported by Media Moves, former Telemundo and Endemol Shine Latino executives Mauricio Piccone and Sergio Lazarov have teamed up to create and launch a new production company called Studio Pacifico, targeting U.S. Hispanic and Mexico markets.

 

 

 

 

MillerCoors has hired Kraft Heinz executive Michelle St. Jacques as its new CMO, replacing David Kroll, who left the position six months ago. She is the first-ever female CMO at MillerCoors, which was formed in 2008.

 

 

 

 

 

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

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

 

David Kroll chief marketing officer of MillerCoors will leave the company on July 27. Kroll is leaving to “pursue other independent business interests,” CEO Gavin Hattersley said. Kroll first joined MillerCoors in mid-2012 as a vice president in charge of U.S. marketing and took over as CMO in July 2015.

 

 

 

 

Marissa Fernandez, member of the Portada’s Brand Star Committee, has been promoted to Vice President, Marketing Strategy & Fan Development by the National Football League (NFL). She previously held the role of Director, Marketing Strategy and Fan Development.

 

 

 

 

 

Clyde McKendrick has joined Canvas8 in a managing partner role for the US, and as its global chief innovation officer. McKendrick’s previous role was at Sparks & Honey as its chief strategy officer.

 

 

 

 

 

Papa John’s announced that John Schnatter, chairman of  the restaurant chain, has resigned hours after publicly apologising for using the N-word during a conference call with Laundry Service, the marketing agency.

 

 

 

 

 

Chief creative officer Jeremy Perrott has been fired by McCann Health for violating its code of conduct. McCann has not  provided details on the nature of the complaint.

 

 

 

 

 

Ogilvy has fired Tham Khai Meng, its longtime chief creative officer and co-chairman. Meng had held the role since 2009, a role that effectively ended after a two-week investigation due to employee complaints regarding his behavior.

 

 

 

 

 

The Havas Group has appointed James Wright as global chairman, Havas PR Collective, and chief executive officer of Havas PR North America.  Wright will both drive the North America business and spearhead more unified collaboration to its global offering.

 

 

 

 

Enrique Rodriguez is joining Liberty Global as head of technology. In this role, Rodriguez will lead the company’s technology & innovation team of more than 7,500 employees.

 

 

 

Dunkin’ Brands has promoted David Hoffman to chief executive. Hoffman will continue to serve as president of Dunkin’ Donuts US, a position he took on in 2016.

 

 

 

 

 

Amanda Seaford has joined  WPP’s Mirum as both its first U.S. CEO and the first woman to serve in a chief executive role. Seaford previously worked at Critical Mass, the digital agency she first joined in 2006 where she most recently served as chief client officer.

 

 

 

 

 

Wasserman, the talent management company that acquired Laundry Service in 2015, announced Jason Stein’s departure in a statement. He “is transitioning out of LS and Cycle to pursue new entrepreneurial endeavors”, a spokesperson confirmed.

 

 

 

 

 

.What: We talked about Retail Marketing to JC Penney’s Ana Lucía Soto, MillerCoors’ Turiya Luzadder, Wilson’s Ángel Carmona, and Oath’s Maya Abinakad & Denise Brien.
Why it matters: The term ‘Retail Marketing’ has been around for some time. However, the attention is still focused on consumers, not on retail shoppers. This seems like a missed growth opportunity.

Retail marketing tries to inspire shoppers to make last-minute sales when they are already prepared to buy something. Especially when compared to other media, the main characteristic of in-situ marketing is immediate impact. This concept isn’t new. Procter & Gamble was considered one of the pioneers in retail marketing in the U.S. around 2001. Several definitions of the concept have floated around since. A widely accepted version, provided by POPAI’s Retail Marketing Industry Council in 2011, defines retail marketing as “the application of shopper insights along the path to purchase, to affect purchase behavior in order to increase sales for both retailers and manufacturers.

For marketing consultant Mike Anthony, the problem with this definition is that the word “insight” is elusive. He sees retail marketing as a process of understanding rather than an application of insights. For Anthony, the key to this kind of marketing is “using that understanding to develop a marketing mix which influences shopper behavior” in a way that improves consumption of a certain brand.

There are many ways to do this. Nevertheless, there are common techniques to persuade shoppers depending on who designs the campaign. Manufacturers consider price, packaging, and arrangement of products, while retailers emphasize the location, the store layout, and lighting, for example. We talked to marketing experts about the key facts of retail marketing in the future. A future which is actually already here.

1. Customer Experience is Key, Both Online and Offline

MillerCoors’ Turiya Luzadder

It’s all about experience, not online or offline but both. In the words of Turiya Luzadder, Director, Shopper & Local Insights at MillerCoors, “Retailers and brands looking to win with consumers must provide a positive in-store/online experience that quickly instills confidence that the product will meet the needs (functional and emotional) of the consumption occasion.”

As she explains, everything is changing at a quick pace, but there’s a big opportunity to learn about online and offline solutions, as each one offers something different. “People will shop both online and offline as each exploits its own strengths. Online will lead with its promise of convenience. Offline will seek to provide an experience as it retains the advantage of a tactile environment with social interaction.”

 

Oath’s Maya Abinakad

Either online or offline, what really matters for retail marketing is making sure the experience is so great consumers come looking for your brand. According to a study conducted by Maya Abinakad, Global Marketing Director, and Denise Brien, Senior Director of Consumer Insights at Oath, 9% of consumers’ brand love comes from outstanding experiences. “Brands [who] transform ordinary into extraordinary deliver experiences that are consistent, engaging and memorable,” they explain.

Even though there is now a shift towards a completely digital landscape, brands need not lose sight of what really matters: ensuring shoppers have a good experience. “The key is to offer the best experience possible to our consumers,” asserts Ángel Carmona, Business Manager, Latin America at Wilson. “We need to engage our brand with our consumers by a shopping process which needs to be friendly, clear, and fulfilling. Our client’s satisfaction is crucial for references and future purchases.”

2. It’s the Era of Technology: Better Know How to Use It

JCPenney’s Ana Lucía Soto

Every day new technologies become more relevant. As Oath’s Abinakad and Brien state, “Marketing is one of the main strategies that evolve in every technology trend. The relationship between customers and technology is a trigger that changes everything around it. If a brand hopes to stay relevant, it must capitalize this relationship. “Today’s industry is much more data-driven, with increased access tools that can provide real-time information on shopper behavior,” comments Ana L. Soto, National Media Manager at JCPenney. “Data insights will allow companies to better understand a consumer’s behavior and path to purchase, which will allow them to target their retail marketing efforts more effectively.”

Oath’s Denise Brien

Programatic Marketing as a Strategy

“We could say that programmatic marketing will have a significative growth this year,” point out Abinakad and Brien. “This strategy allows marketers to channel their ads to the correct audience and tailor the message to each product or services’ target. In this sense, location-based marketing plays a key role in insights of where consumers are and how to offer them the best option according to their location in real time.” This and other trends, like the accelerated change from desktop to mobile, will have an important impact on the way marketers address shoppers; technology is a real opportunity to reach targets effectively.

Also by Portada: Growing Hispanic Retailers Impact Overall Grocery and Food Trends

3. You Need to Look Inside as Well as Outside Your Doors

Wilson’s Ángel Carmona

As Wilson’s Ángel Carmona explains, implementing a campaign is not enough. It is also necessary to integrate and evangelize your staff. “[Your staff] is the most important ambassador at the point of purchase and should be the best way to engage with the consumers.” In other words, everyone in your organization needs to be on the same channel. There’s no use in having a great product if only you know it. There’s a great chance shoppers will engage more if the whole team has a deep knowledge of why they should engage.

Making mistakes is easy, but it’s also easy to avoid them if you get your priorities right.

Therefore, Ana L. Soto recommends “to have alignment, consistency, and collaboration within your organization —from internal teams all the way to agency partners— in order to use the correct channels to target the consumer effectively and ultimately drive actionable results that engage them in a meaningful way to them.”

4. Here’s What You Should Do, and What You Shouldn’t Do

When Portada asked our interviewees about the most common mistakes related to retail marketing, they took us back to the basics: communication, human needs, and positive change. For Turiya Luzadder, “Making mistakes is easy, but it’s also easy to avoid them if you get your priorities right”. In her words, there are three key priorities to bear in mind in order to avoid mistakes:

1) To bring the organizational focus back to the human and retailer needs. “We spend so much time focused on our own goals that we risk losing sight of our dependence on consumer and retailer engagement”.
2) To constantly tear down the silos. “Strong communication amongst teams (brand, consumer, channel, shopper, chain, analytics…) is critical. It’s easy to go too far down a path before seeking feedback.
3) Being willing to take risks to create change. “There are times when you have to take a chance on an idea that is different and makes people uncomfortable. Finding the right retail partner and marketing advocates becomes critical.”

No matter how good your product is, if a consumer is not satisfied with the experience they won’t come back.

The easiest mistake to make in retail marketing

For Ana L. Soto, the easiest mistake to make in retail marketing is not having a true understanding of the customer. “Marketers need to have a clear understanding of their target audience coupled with data-driven insights into their behavior,” she comments. “This is crucial in determining and executing a successful strategy that will lead to high levels of engagement.” It is easy to get lost in technology and new trends and forget what truly matters. Ultimately, says Ángel Carmona, the main objective should be providing the best shopping experience possible. “No matter how good your product is, if a consumer is not satisfied with the experience they won’t come back. We live in a global market and we compete with more brands than ever, so we are only as good as our service.”

And sometimes that implies going a step further. In the midst of the fiercest competition, the brands that go the extra mile get the best results. According to Abinakad and Brien, 30% of brand love is determined by its ability to exceed consumer needs.  “Brands that give consumers what they want —often before consumers even ask— offer something that competitors can’t. The secret is overdelivering on quality, durability, design, and performance in your product, your marketing and everywhere you meet your consumer.”

 

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.

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Kohl’s & Under Armour

C5zvpEKU4AASBrzThe retail chain Kohl’s has announced a new partnership with Under Armour, the originator of performance footwear, apparel and equipment, to propel its business. Under Armour will be available at Kohl’s stores nationwide and Kohls.com in early 2017 in women’s, men’s, kids, accessories, footwear and home. In addition, the retail chain is rolling out a major campaign created with agencies Anomaly and Huge that will tout the addition of Under Armour products to its merchandise line, Ad Age reports. The retailer is calling the campaign its biggest brand launch in the chain’s history. Three 30-second TV spots will begin airing this week and Kohl’s is also planning a robust social media presence around the launch. Kohl’s is allocating more than US$300 million per year on advertising. The new partnership could be a win-win for both. Kohl’s, like most retail chains, has been struggling to fight off digital competition.

  • MillerCoors

descarga (1)TEAM Enterprises has been tapped by MillerCoors to handle experiential marketing and retail sampling in the U.S. This expands a relationship between the two companies that has lasted two decades. Publicis Groupe, with its’ special unit Connect, remains MillerCoors’ media agency since winning the account last February. MillerCoors spent US$429 million on measured media the first 11 months of 2016, per Kantar Media.

 

 

  • Honda 

descarga (1)Honda continues its efforts to promote the all-new 2017 CR-V SUV with the debut of an inspirational social campaign that runs from March 2-31 on Honda’s social channels: @HondaLatino Twitter and Instagram as well as Facebook to drive awareness of the 2017 CR-V. The campaign incorporates the brand’s belief in “The Power of Dreams,” which has been a key theme throughout the CR-V’s marketing launch.   The new CR-V Hispanic social campaign is brought to life through Honda’s partnership with spcaLA and employs the CR-V to bring awareness to pet adoption. Through the ‘CR-V Pet Adoption Drive,’ Honda is helping dogs find a new family and forever home.The campaign features dog lover Carlos PenaVega, who will reach out to the pet-loving community through Honda’s social channels on behalf of dogs in search of a new home. The first of the three-part video series launches  with the series highlighting the CR-V’s new exterior styling, capability and roominess. This video features PenaVega and friends from spcaLA as they share helpful tips to best care for the animals.Honda’s ‘CR-V Pet Adoption Drive’ follows the CR-V’s “Best Friends” Spanish-language TV spot which debuted on Fox Deportes during football’s big game in February, marking a first for Honda.

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • HP

NNNNHP has consolidated its US$600 million global media assignment with Omnicom’s PHD, Mediapost has reported. PHD is the company’s traditional media agency and now has added the firm’s global digital media assignment. There was not a formal review.WPP’s Essence was the digital media incumbent.

 

 

 

 

 

  • P&G

3-IXk-u7_400x400P&G is celebrating International Women’s Day on 8 March with the #WeSeeEqual campaign to combat gender bias. The campaign has been created by Badger & Winters, It is’ first advertising assignment for P&G. The digital campaign will run through both paid and organic social media sharing on YouTube, Facebook, Instagram and elsewhere, with the prospect of spanning several years and potentially moving to TV. Brands featured include Pantene, SK-II, Ariel and Fairy over the soundtrack of 4 Non Blondes’ ‘What’s Up’.

 

 

 

 

  • Colgate® Optic White®

lllColgate® Optic White® is celebrating and empowering Latinas as a sponsor of the third annual #WeAllGrow Summit, a conference that honors the diversity and creative of Latinas in the digital sphere. From March 2-4, 2017, Colgate® Optic White® and YouTube beauty stylist Laura Sanchez invite attendees to indulge in an accessory styling session to learn more about the all-new Colgate® Optic White® Radiant toothpaste that can help create a radiant smile.To share this experience with the nation’s most influential Latinas, Colgate® Optic White® also invites #WeAllGrow Summit attendees to bring their best #SonrisaColgate moment to life on social media by participating in a “flat lay” #Contest to style and shoot the best beauty tools from directly above for a chance to attend one of the biggest nights in Latin music history on behalf of the brand. To commend the creativity of other participants, four second-place winners will also have the opportunity to win a US$200 prize.

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 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.

 

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

Check out Portada’s Interactive Database of Corporate Marketers and Agency Executives. 20 new Leads have just been added. GET YOUR 1 WEEK FREE TRIAL! Contact Sales Research Manager Silvina Poirier if you have questions silvina@portada-online.com.

For prior Sales Leads editions, click here.

 

  • Tempur Sealy

descarga-4Bedding and mattress maker Tempur Sealy is conducting a media agency review, according to Mediapost. GroupM’s WPP’s MediaCom has been the incumbent since last media agency review in 2013.The company spent nearly US$63 million on ads in 2015 according to Kantar Media.

 

 

 

  • National Vision and MTV Networks

5owbdsjs_400x400 descarga-1Mediavest/Spark has won media planning and buying for both National Vision and MTV Networks. Mediavest/Spark will handle local buying for Eyeglass World and planning and local and national buying for America’s Best Contacts & Eyeglasses. The agency won the account following a review that included four other agencies. The Richards Group was the incumbent, but chose not to participate in the review. Mediavest/Spark also won the MTV review and is replacing Fallon.The two new accounts each spend about US$50 million annually.

 

  • Safelite AutoGlass

descarga-5Safelite AutoGlass has appointed Horizon Media as its U.S. media AOR following a formal review, Mediapost has reported.Incumbent agency Havas Media had won the account back in 2015. Horizon will be responsible for media planning and activation across all channels, including online and offline media, search engine optimization, and search engine marketing. Safelite’s advertising budget is around US$30 million a year, according to Kantar Media.

 

  • McDonald’s

s3-news-tmp-108565-unlimited-2x1-940Omnicom Group has launched its new full-service advertising agency for McDonald’s in the US, to be called ‘We are Unlimited’.The group was award McDonald’s US ad account in August after the fast food giant ended a 35-year relationship with Leo Burnett, part of Publicis Groupe.The new agency – which Omnicom said will be referred to as ‘Unlimited’ – claims to integrate strategic, creative and analytical capabilities to deliver across “all communications touch points”.BBDO New York’s Brian Nienhaus joins as chief executive to  lead a senior team. Nienhaus will report to DDB North America chief executive Wendy Clark, who led the pitch to win the business.Unlimited will also feature embedded teams from The Marketing Store, Facebook, Google, Twitter, Adobe, The New York Time’ content division T Brand Studio.

Find out who the brand and agency executives behind these campaigns/moves are. Plus detailed contact information on more than 2,000 Corporate Marketers and Agency Executives targeting U.S. consumers. GET YOUR FREE TRIAL to PORTADA’s Interactive Database! Contact Sales Research Manager Silvina Poirier if you have questions: silvina@portada-online.com.

  • MillerCoors

descarga-6MillerCoors has appointed Chicago-based Arc, a subsidiary of Publicis Communications agency Leo Burnett, as lead agency for all of its U.S. retail business. Arc will remain the incumbent shopper marketing agency on Highlife and will handle retail duties for MillerCoors’ other brands marketed in the U.S., including the Miller and Coors brands, Blue Moon, Grolsch, Foster’s and others. Media is handled thought both an internal MillerCoors Media & Digital Marketing Team head up by Brad Feinberg, Sr. Director Media & Digital Marketing as well as an external Media Agency:  Initiative (Chicago & NYC,) where Spencer Bahler is the Managing Director on the business.

 

  • Toyota

The Toyota brand is sitting out the Super Bowl for the first time since 2011.The automaker said the game doesn’t line up with the launch schedules of the new Camry sedan and C-HR compact crossover. Launch activities for these vehicles likely won’t begin until late spring and summer.Super Bowl decision was made over the summer, so it had nothing to do with the NFL’s declining ratings this season. Lexus, meanwhile, hasn’t announced its Super Bowl plans.Toyota’s decision not to run a Super Bowl ad in 2017 doesn’t mean the brand is drawing back from the NFL, or sports marketing in general. The company will continue to advertise during high-visibility NFL broadcasts such as “Sunday Night Football” and “Monday Night Football” going forward.The brand is a sponsor of the Philadelphia Eagles, New York Jets, New York Giants, San Francisco 49ers, Indianapolis Colts and Seattle Seahawks.

 

  • Crystal Cruises

Crystal CruiseCrystal Cruisess is making an effort to highlight its ocean voyages by showing luring images of the worldwide destinations visited by their ships: Crystal Symphony, Crystal Serenity and Crystal Mozart.The two ads have been running on cable news channels CNN and Fox News.Apart from the TV campaign, Crystal has been working with what they call a very successful direct mail campaign and a social media and digital strategy.Crystal brought in a whole new team, and rebuilt its whole department, from the president down to its creative. The new team is now based in Miami, from where they started creating new strategies, which now include social media and digital.Today, thanks to its new marketing team, Crystal has one of the largest fan bases on Facebook of any luxury cruise line, with almost 260,000 followers and we will keep seeing Crystal ads on TV.

  • Tidal Realty

tidalrealty_stackedTidal Realty, a Southern Californian real estate broker present in La Mesa, Spring Valley, El Cajon, San Diego, Chula Vista and surrounding cities, is looking to advertise its services in San Diego county through digital and print media properties including sponsored content.

 

 

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 silvina@portada-online.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). 20 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322 or e-mail her at silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Loews Hotels  

descargaLoews Hotels is apparently looking for a new agency to handle creative and media in the U.S.Catch New York was the incumbent on the account. Avidan Strategies is leading the review. Loews Hotels has 23 hotels and resorts across the U.S. and Canada, with 7,900 employees. The New York-based company spent more than US$4.8 million on measured media in 2015, according to Kantar.

 

  • Swarovski  

Precision-cut crystal maker Swarovski has teamed with publishing house Condé Nast to relaunch Salt, a glossy print title. Salt will be published twice a year by Condé Nast Contract Publishing Division and will be available in English, Mandarin and Japanese editions. Darius Sanai, the editor in chief of Condé Nast Contract Publishing, conceived the title alongside Swarovski as a way for the brand to explore the many facets of its narrative. The first relaunched issue of Salt will hit newsstands this month, with a second issue set to launch in February. Swarovski and Condé Nast will distribute the title in the United States, United Kingdom, Europe, China, Japan and Southeast Asian markets. Salt will be available to Swarovski’s consumers as well as for purchase at select newsstands.

  • New Era/Chivas

New Era, the sports and lifestyle headwear brand, is proud to announce a partnership with Club Deportivo Guadalajara, the soccer club with the biggest Mexican fan base in the world.The debut collection, launching in Mexico in August and in the US later this year, celebrates 110 years of Chivas history. The collection is made up of 69 different styles and features six different club logos from the clubs history. The brand’s iconic 59FIFTY fitted cap will be featured alongside the 9FIFTY Snapback, 39THIRTY stretch fit and specific styles for kids and women.With 96 years of traditional sports heritage and as the official cap supplier for MLB, and the NFL, New Era is dedicated to bring consumers a mix of fan and lifestyle-inspired products through innovative designs and global partnerships.

  • MillerCoors

nnnmnMillerCoors will release an alcoholic version of aguas frescas, a traditional Mexican drink made with fruit, water and sugar, Adage reports. The brand is called Zumbida and is made with the Alcohol and Tobacco Tax and Trade Bureau. The label, which is in Spanish, shows a mango flavor with the words “aguas frescas” at top. “The label includes the words “con un toque de piquete” which means “with a touch of alcohol.” MillerCoors does not have a Mexican beer in its portfolio. While Zumbida will be made in the U.S., not Mexico, MillerCoors seems to be aiming to gain credibility with Hispanics by referencing aqua frescas.

 

 

 

  • Rémy Martin®

Rémy Martin Cognac is launching its 2016 Circle of Centaurs mentorship program with multi-talented actor, singer and photographer Jackie Cruz. The program is an extension of the brand’s One Life/Live Them campaign. The mentorship initiative with Jackie Cruz is one in a series of Rémy Martin Circle of Centaurs programs this year. Each initiative will give one individual the opportunity to be mentored by someone who has demonstrated an ability to explore his or her many inner talents.While Cruz is best known for her role as an actress on the Netflix hit series Orange Is The New Black, she is also an exceptional singer, talented musician, and aspiring photographer. Rémy Martin will launch the Circle of Centaurs mentorship contest with Jackie Cruz in the U.S. on August 17, 2016 and close on September 23, 2016. Entrants are asked to upload a video of themselves singing an original song and share on their personal Instagram page by tagging @remymartin along with #circleofcentaursjackie hashtag, or share on Facebook by posting on the Rémy Martin brand page along with #circleofcentaursjackie hashtag.

 

  • Domino’s®

bbDomino’s Pizza is bringing pizza and salad lovers to the same table. Domino’s is now delivering salads nationwide, because sometimes, there’s that one person who only wants a salad on pizza night.The prepackaged salads are now available in three varieties: Classic Garden, Chicken Caesar and the new Chicken Apple Pecan. Domino’s has teamed up with fresh foods innovator Ready Pac Foods, so that stores nationwide can deliver a salad option to customers looking to keep everyone happy, making Domino’s the largest national pizza chain to deliver salads.

 

  • INTUR

descarga (1)INTUR, Nicaragua’s national tourism board, tapped Myriad as its agency of record for U.S. and Canada. The agency will handle all tourism marketing, trade relations and press relations.

 

 

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 silvina@portada-online.com.

Join us at PORTADA Mexico!

What: MillerCoors nods to renegade brewing legend with national launch of two iconic flavors: Henry’s Hard Ginger Ale and Henry’s Hard Orange Soda.
Why it matters: MillerCoors will support Henry’s Hard Soda with a national marketing campaign, kicking off at the end of the month with advertising on primetime networks, high-profile cable partners as well as digital and print components.

unnamedMillerCoors has unveiled Henry’s Hard Soda, a new line of deliciously refreshing hard sodas made with real cane sugar. Crafted for beer and non-beer drinkers alike with 4.2 percent alcohol by volume, Henry’s puts a playful spin on familiar flavors with Henry’s Hard Ginger Ale and Henry’s Hard Orange Soda.

Henry’s Hard Soda offers a smooth, moderate body, mild effervescence and a satisfying finish with refreshing, distinctive twists that vary by flavor:

  • Henry’s Hard Ginger Ale: a balance of fresh ginger flavor and herbal notes delivers a moderate ginger aroma and slightly spicy and fruity undertones.
  • Henry’s Hard Orange Soda: a  blend of natural Valencia orange flavor provides just the right amount of sweetness and a pleasant pop of tangy citrus flavor.

The new hard sodas are inspired by the spirit of Henry Weinhard, a brewer known in the Pacific Northwest for making flavorful beers and great soda for over a century. When Portland unveiled a new public fountain in 1887, Henry offered to pump beer through the fountain for everyone to enjoy. Today, Henry’s fun-loving personality lives on in this refreshing hard soda.

National Marketing Campaign

MillerCoors will support Henry’s Hard Soda with a national marketing campaign, kicking off at the end of the month with advertising on primetime networks and high-profile cable partners such as ABC, FOX, TBS, Food Network, and Bravo. A custom digital presence in top pop culture sites, traditional print media support, dual-language public relations programming and influencer initiatives complement the rollout.
Media is bought by Initiative.  The  official debut of TV commercials and social channels is starting late January and we’ll have a large presence during the AFC Championship game (Asia’s premier club football tournament organized by the Asian Football Confederation) game and in-market buys for “the big game” in 11 SE markets.

“One of the main reasons why I love this product is because life is busy with work, kids and bills, but there’s always time to sneak in a little fun with friends,” said Bryan Ferschinger, MillerCoors senior director of innovations. “Beer is great, but now we also have Henry’s Hard Soda – an option that gives a little more flavor and excitement.”

Henry’s Hard Soda is available nationwide at most grocery and convenience stores in 6-pack 12-ounce bottles and 16-ounce single cans. For specific retail locations, visit the product locator launching later this week at HenrysHardSoda.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 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!

  • Starcom gets Kraft-Heinz and Visa!

The Kraft Heinz Company has consolidated its U.S. media agency assignment with Starcom. UM was Heinz’ incumbent while Starcom held the Kraft account. This caps a great week for Starcom which also gained Visa’s global media buying account (OMD was incumbent).

  • Realogy

dd26f900b5fa73c9e4602bf19fc29ce9_400x400Real estate giant Realogy has selected Omnicom’s OMD as its new media agency after a review that began in February, according to sources. A Realogy report said the company had no comment.The company spends about US$115 million a year on ads according to Kantar. Realogy real estate brands include Century 21, Coldwell Banker, ERA, ZipRealty and Better Homes & Gardens, among others.Incumbent MediaCom, part of WPP, which handled Century 21 and Coldwell Banker, also participated in the pitch. Those two brands accounted for an estimated US$25 million of the client’s annual ad budget, according to sources. Other incumbents and contenders were not immediately identified.

  • Intuit Inc.

eBm_OTaA_400x400Digital shop Essence has been selected by Intuit Inc., the U.S. business software provider, as global digital AOR for their small business group, including the QuickBooks Ecosystem of offerings. Intuit spent US$133 million on ads in the U.S. last year according to Kantar Media. It wasn’t immediately clear what portion of the budget is allocated to the small business group. The assignment tasks Essence with driving the company’s programmatic ad buying, digital strategy, analytics and other biddable channels that aren’t bought through a demand-side platform (DSP).

 

  • Henry’s Hard Ginger Ale /Henry’s Hard Orange

descarga (6)MillerCoors new hard sodas Henry’s Hard Ginger Ale and Henry’s Hard Orange will be launched in 2016.MillerCoors will be supported with national TV, exciting retail tools, digital and social media. “The goal is to establish Henry’s as a hard soda platform to continue growing this exciting category and innovate with new flavors in the future,” says David Kroll, CMO of Miller Coors. (Read our interview with Gustavo Aguirre, Associate Brand Manager at Coors Light).

 

  • LatinSphere

descarga (2)Boutique agency, LatinSphere, headquartered in Long Beach, CA, will officially close at the end of August 2015 after 14 years of providing advertising and experiential marketing services, focused on, but not limited to, the Hispanic market, for an extensive list of clients such as: The Walt Disney Company, Disney Parks & Resorts, Disney Vacation Club, ESPN Deportes, U.S. Cellular, Verizon, Sears, Roebuck & Company, Orchard Supply Hardware, Care 1st Health Plan, XM Satellite Radio, Crayola, and Macerich Malls, as well as some regional clients, i.e. Long Beach Transit and The Irvine Company.The founders, Karla Lucia and Cristi Quesada-Costa, have decided to pursue other opportunities after the very demanding and equally rewarding task of running their company, while managing the Agency’s accounts hands-on throughout the years. Read more.

  • Xerox Lobs

descarga (7)Xerox Corp. is releasing a new brand campaign during the U.S. Open tennis tournament.The campaign, which has the new tagline “Work Can Work Better,” was created by Xerox lead agency partner Y&R New York and Y&R’s digital agency VML. It launches with a 30-second TV spot, which will air Sunday during the broadcast of the U.S. Open on ESPN and ESPN2, as well as on business networks such as MSNBC, CNBC, CNN and Fox Business. The campaign also includes print, online and outdoor ads, as well as a redesigned website. The budget was undisclosed.The campaign is a departure for Xerox, which has been transforming from a hardware-centric company — mainly printers and copiers — to a provider of business .

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Gustavo Aguirre
Gustavo Aguirre
, Associate Brand Manager at Coors Light, will be one of the major brand marketers speaking at our upcoming #Portada15 Conference in New York City on Sept. 16 (Sports Marketing Forum: Check out the agenda!)  and 17 (9th Annual Conference: Check out the agenda). We interviewed Aguirre, who among other interesting things tells us that more than 50% of Coors Light marketing budget efforts are sports related.

Portada: MillerCoors products have dropped in recent years, Coors Light particularly, what is your plan to revert this situation over the next few years?
Gustavo Aguirre, Associate Brand Manager Coors Light, MillerCoors.: “This is not entirely accurate, MillerCoors beat performance on 2014 and during the first trimester of 2015, having brands such as Miller Lite, Blue Moon, Redd’s and Linenkuegel presenting positive performance. In the case of Coors Light in particular, we had had some challenges from a volume perspective. To address that we have been working on a couple of fronts: First, we launched our refresh / Refresca campaign in early March aimed to increase our relevancy with Urban Multicultural Millennials. This campaign celebrates those who are refreshing America. Second, we redesign our entire brand, including every single marketing consumer touch point. We are true believers of how great design increases consumer consideration. And third, we launched more recently our Born in the Rockies campaign, which is aimed to giving a deeper meaning to the brand’s heritage and origin. We wanted to remind American beer drinkers why they should care that Coors Light is “Born in the Rockies”, this campaign is telling a story about how our birthplace continues to inspire everything we do to deliver The World’s Most Refreshing Beer.”

Univision is our main media partner, they have the expertise and the media strength to distinctively reach Hispanic consumers.

Portada: You are planning to launch soda-inspired beverages next year, can you provide some details about your marketing plan?
G.A.:
“Let me share a few words from our CMO, David Kroll on that matter:
“We’re proud to announce MillerCoors will launch new Henry’s Hard Soda in 2016. We will enter the market with Henry’s Hard Ginger Ale and Henry’s Hard Orange Soda.We’re constantly looking for ways to leverage our expertise in FMBs (Fermented Malted Beverages) and innovation to win over drinkers. We’ve had our eye on the hard soda category for some time and we have the proposition to incrementally grow and lead a new category. With Redd’s and Redd’s Wicked in above premium and Steel Reserve in the economy segment, we’ve been successful in reaching millennials. Henry’s is aimed at inviting a particular segment (men and women) to the MillerCoors portfolio. This allows us to pursue a strategically important consumer who is currently underserved with a sophisticated offering. We will support the Henry’s launch with national TV, exciting retail tools, digital and social media. Our goal is to establish Henry’s as a hard soda platform from which we can continue to grow this exciting category and innovate with new flavors in the future. Leveraging our expertise in brewing and marketing FMBs, Henry’s will play a key role in maintaining and growing our FMB category leadership.”

REGISTER TO PORTADA’S HISPANIC SPORTS MARKETING FORUM. Sports Marketing Forum (check out the agenda!) on September 16 only US $299 Register here!. Combo Ticket (Hispanic Sports Marketing Forum and 9th Annual Hispanic Advertising and Media Conference (Sept. 17) for only US$ 599! Register here!

Portada: In what way has Fanaticos del Frio supported MillerCoors marketing effort (what part of your marketing strategy has it been able to fulfill?)
G.A.: “FDF has been essential in establishing our credibility around Liga MX futbol when interacting with consumers via TV, Digital and On-site consumer Engagement. FDF functions as our sport platform aimed to increase relevancy with Hispanic Consumers, thanks to its content and is tone we have been able to maintain Coors Light as part of the conversation when Futbol and Liga MX are mentioned.”

DOWNLOAD : Portada’s 2015 Soccer Marketing Guide!

Portada: Do you think that today with the strong power of social media properties it would have made more sense to launch Fanaticos del Frio right on e.g. Facebook or Instagram as opposed to on a stand-alone site?
G.A.: “
The way we see it is that social media and our own FDF website are working as complements, each “channel” has their own role in delivering specific messages/and content to consumers, and thanks to our partners, both in media and in social, we have being able to make sure that all of these content is complementing to each other, increasing the likelihood of surrounding consumers with Coors Light messaging across different touch points.”

Portada: Who is your main media partner for the promotion of Fanaticos del Frio and why?G.A.: “Univision, they have the expertise and the media strength to distinctively reach Hispanic consumers.”

Portada: What percentage of MillerCoors Hispanic marketing efforts are sports related (more or less?)
G.A.: “
I can speak for Coors Light, and that is more that 50%.”

Portada: What qualities are particularly needed in a successful sports marketer (as opposed to a succesful brand marketer in general).
G.A.: “Besides having lots of passion for sports, this marketer needs to be insights driven, he needs to be very good at understanding consumers “sports journey” and determine what are the different moments of “interaction” between him and the sport. These interactions will involve decisions, media and products. These interactions, will represent great opportunities to introduce specific brand messages. The biggest challenge will be to make those distinctive, which is for me, the biggest quality needed for a sport marketing role. And that is, how you make sure you keep your brand “message” unique and in the same time relevant for consumers in the market place.”

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MillerCoors on Thursday formally apologized to the Puerto Rican community in New York City and said it will drop a promotional campaign featuring the Puerto Rican flag in its beer cans.

In a May 30 letter addressed to the grassroots group Boricuas for a Positive Image, Nehl Horton, Chief Public Affairs & Communications Officers at MillerCoors in Chicago, wrote: “We are no longer producing the packages that you cite in your communications and effective tomorrow morning, we will cease distribution as well.”

The apology came after days of intense pressure from Puerto Ricans in New York City who demanded both MillerCoors and the organizers of the Puerto Rican Day Parade to stop using their flag to sell an alcoholic beverage.

“Today’s announcement that Coors will cease all production of products bearing the Puerto Rican flag is yet another incredible victory for our community, which was brought about solely by sustained pressure at the grassroots,” wrote City Councilwoman Melissa Mark-Viverito.

UPDATE: The National Puerto Rican Day Parade, Inc. has issued a statement about this story.

A New York City grassroots group known as “Boricuas for a Positive Image” is mounting a campaign demanding MillerCoors to stop using the Puerto Rican flag in the beer cans being distributed around the city to promote the upcoming Puerto Rican Day Parade.

The cans of Coor’s Light, which is being marketed as the official beer of the Puerto Rican Day Parade, feature the parade organization’s logo and includes the colors of the Puerto Rican flag. This, the grassroots group says, “places a price tag on our flag, our dignity, pride and history.”

In addition, Puerto Ricans are outraged about the image of their flag being associated with an alcoholic beverage. Among latino populations, Puerto Ricans have the highest rate of alcoholic dependence. What’s more, this year’s parade theme –“Salud–Celebrating Your Health”– is not perceived as corresponding to alcohol consumption.

Other corporate sponsors of this year’s National Puerto Rican Day Parade include Goya, JetBlue, Univision 41, and Banco Popular.

Over Memorial weekend, both Univision and DNAInfo spoke to East Harlem City Councilor Melissa Mark-Viverito, who said the use of the flag in Coor’s Light beer cans was “disrespectful.”

MillerCoors did not respond to emails seeking for comment. The National Puerto Rican Day Parade issued the following statement Tuesday evening:

“The mark in the promotion of Coors Light is NOT the Puerto Rican flag, NOR the logo of the National Puerto Rican Day Parade, Inc.  It is an artwork created exclusively for this campaign, that integrates elements of the Parade’s symbol such as an apple, a star, and red, white, blue, and black colors. We call on community leaders to clear this misunderstanding, and stop misguidedly telling the public that the Puerto Rican flag has been posted on beer cans, something that the National Puerto Rican Day Parade, Inc. would NEVER authorize”.