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

For prior Sales Leads editions, click here.

  • Toyota

The Toyota Corolla, a perennial top seller among light vehicles in the U.S., is on the way with a new platform and feisty personality. While much of the US car market has swung to the booming crossover segment, not all consumers have backed away from cars. Toyota believes there are still pockets of opportunity for car sales with multicultural groups. African-American, Asian and Hispanic consumerswill be key targets as Toyota looks to maximize the sales potential of the 12th-generation Corolla, said Sam De La Garza, Toyota’s senior manager of small-car marketing. The Toyota sedan campaign will have a similar feel to the hatchback’s ads, which are based on the “Greater Than” tagline. The brand is also  developing ads that will target African-Americans, Hispanics, Asians and then total market. Although the Corolla ranks 11th overall when looking at the industry as a whole, it sits at No. 2 among Hispanic buyers, trailing only the Honda Civic. It’s No. 6 among Asian buyers and No. 7 for African-American consumers.

 

  • Avon

Beauty brand Avon has consolidated its global media buying and planning business with agency Spark Foundry, following a formal review. Media Buying & Planning were previously handled by Publicis Media agency and WPP’s GroupM. From January 2019, Spark Foundry will “hub” the account from London. Key markets outside the U.S. include Argentina, Brazil, Colombia, Mexico, Poland, Russia, South Africa, the Philippines and the UK. Avon spent US$118 million on global advertising in 2017, according to its latest annual report. In 2016,Avon hired Horizon Media as agency-of-record for offline media and activation in the U.S., a move that came after the beauty brand separated from its global parent and became a privately held company in North America.The North American business, which is now majority-owned by Cerberus Capital Management, operates under the name New Avon, but is still known as Avon to consumers and representatives.

 

  • Hoy Health, LLC

Hoy Health, LLC has announced robust channel partnerships and reseller agreements with diverse healthcare and business entities, opening opportunities to bring quality healthcare programs and services focused on primary care to medically underserved and Hispanic populations. Hoy Health is an emerging health-tech company with solutions for individuals and institutional re-sellers that include affordable Rx drugs, chronic condition management programs and telehealth/virtual care. Hoy Health Establishes Key Partnerships Across Multiple, Varied Business Sectors; Meets Primary Healthcare Needs of Medically Underserved.According to Mario Anglada, CEO, Hoy Health. “Hispanics are the fastest growing population in the US, accounting for US$1.7 trillion in purchasing power.” Channel partners and resellers will offer products that span the Hoy Health ecosystem.

 

 

2018/2019 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.

 

  • State Farm

Insurance giant State Farm, which consolidated its marketing business with Omnicom early this year, is reviewing its PR duties. According to sources, the process involves the company’s relationship with Interpublic’s Weber Shandwick, which has served as State Farm’s lead agency for nearly a decade. As the US’s largest property and auto insurer, State Farm has a hefty marketing spend; In 2016, the company reportedly spent US$726m. Along with smaller regional partners, State Farm works with some non-Omnicom shops, including Translation which has produced multicultural-targeted campaigns for the client.

 

 

 

  • Buffalo Wild Wings

Buffalo Wild Wings parent company Inspire Brands announced that it has chosen The Martin Agency as its new creative AOR after a competitive review. The appointment follows a media agency assessment that resulted in Mindshare picking up the account from Horizon Media. Buffalo Wild Wings spent about US$75 million on ads last year, according to Kantar Media.

 

 

 

 

  • Volkswagen

WPP has won Volkswagen‘s creative account in North America, following a seven-month global agency review. The incumbent in the U.S. was Interpublic’s Deutsch. Omnicom will handle Europe and South America. The German automaker will centralize its marketing to be run from four main hubs that it calls “powerhouses.” They are based in Berlin, New York, São Paulo and Beijing. VW previously used roughly 40 agencies globally. Omnicom’s PHD remains Volkswagen’s global media agency.As VW’s “Powerhouse” agency for North America, WPP will handle Digital, Creative, Dealer and Production throughout the United States and Canada, with additional responsibility for Mexico. WPP formed a new entity to handle the account called The VW Partnership. The review covered the automaker’s flagship VW brand, not its other nameplates, which include Audi.Volkswagen is the 61st-largest advertiser in the U.S. with US$746 million in spending last year, according to the Ad Age Datacenter.

 

2018/2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

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!)

Mary Ritti is leaving her position as vice president of communications at Snapchat. Ritti joined Snap six years ago and will stay on at the company until the end of the year until a replacement is found.

 

 

 

 

Saatchi & Saatchi has hired Guillermo Vega as its new chief creative officer (CCO) in London. He joins from 72andSunny New York where he held the role of executive creative director.

 

 

 

 

Former Carat global digital and data chief James Harris has been appointed  global chief strategy officer by Mindshare. At Carat, he oversaw the agency network’s digital capabilities and drove digital strategy and solutions.

 

 

 

 

Elias Pour has been named chief marketing officer by Zalora. He previously worked at Red Bull as head of digital and will relocate  to South East Asia from Australia.

 

 

 

 

 

Tremor Video DSP just announced the appointment of Tal Mor as their Chief Technology Officer. Mor comes to this position with over 20 years of experience in business and technology, including as CTO at Tremor Video DSP’s sister company, Taptica.

 

 

 

 

 

What: American Express will launch its first Worldwide Media Review in over a decade.
Why it matters: After the evaluation, AmEx will likely issue an RFP for media planning and buying.

American Express is launching a worldwide media review, marking the first time the world’s second-largest credit card company has done so in more than a decade.

Speaking on the review, AmEx VP of public affairs Elizabeth Crosta said “We are evaluating the way we buy media globally. With this evaluation, it is likely we will issue an RFP for media planning and buying. Our incumbent agencies would be invited to pitch. This is part of an effort to drive greater marketing efficiency and effectiveness across our business.”

Since Crosta declined to clarify whether AmEx will be managing the review internally; details surrounding the review remain scant. However, media agencies from the world’s six biggest advertising holding companies are expected to be invited to pitch, including Mindshare, who declined to comment on the review.

This news comes twenty years after the primary incumbent on the business, WPPs Mindshare, first won the media buying account away from Ogilvy & Mather and more than 13 years after it last successfully defended against IPG’s Initiative and Dentsu’s Carat.Resultado de imagen para american express

The news also follows American Express’ decision to move its global creative account into Dentsu’s Mcgarrybowen from Ogilvy & Mather last June, which ended a relationship that lasted more than 50 years. That shift was a major blow to Ogilvy, which had been the lead agency on the account handling the media planning and buying for Amex since 1962.

AMEX spent roughly US$300 million on media alone last year, according to Kantar Media.

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

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

For prior Sales Leads LatAm editions, click here. 

  • Unilever

Consumer goods giant Unilever has consolidated media and global communications planning with Mindshare Media Agency, according to reports.The move is said to facilitate Unilever’s aim to unify the number of global agencies it works with. Indeed, the personal care giant already employs Mindshare to handle much of its global media-buying activity.WPP-owned Mindshare is said to have been awarded the account from Omnicom’s PHD, which incidentally took over the account from Mindshare in 2012.Operations will take place from the Mindshare London office.

 

  • Aeromexico

Aeromexico, Mexico’s global airline, along with its partner Delta Air Lines, announced the launch of a new route between Portland, Oregon, and Mexico City beginning on December 1, 2017.Portland is one of the fastest growing tech and innovation hubs in the United States, and it is recognized as a major center for entrepreneurship and business development that could attract new investment opportunities with this route.Service on the route is provided with Boeing 737-800 aircraft featuring 160 passenger seas.Thus, Aeromexico and Delta Air Lines restate their commitment to offering high-quality service to more destinations in Mexico and the United States.

 

 

 

  • Conrad Hotels 

Conrad Hotels & Resorts has announced the opening of Conrad Cartagena, the brand’s first hotel in Colombia and third in Latin America.In early 2018, the property will also unveil an additional 159 rooms.Conveniently located 20 minutes from the Rafael Nunez International Airport, Conrad Cartagena offers more than 24,000-square-feet of flexible event space, including a 9,000-square-foot Grand Ballroom and five 500-square-foot meetings rooms.Hilton currently has a portfolio of more than 100 hotels and resorts open and welcoming travelers in Latin America, including 14 properties in Colombia.The company is actively pursuing additional Latin American growth opportunities and currently has a robust pipeline of more than 70 hotels throughout the region, including more than ten projects in Colombia.

 

 

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

 

 

  • WAVEMAKER

Wavemaker, GroupM’s new media agency created from MEC and Maxus merger, disembarks in Argentina. Led by Daniel Coscia, the agency will have Toyota, Musimundo, Colgate Palmolive and Prisma amongst its’ clients. The agency will operate from MEC’s former offices in the neighborhood of Belgrano, in Buenos Aires. Wavemaker has offices in 90 countries and more than 8,500 employees. L Oréal, Vodafone, Marriott and Netflix are among its main global clients.

 

 

 

  • Hilton

Hilton announced plans to welcome the luxury Waldorf Astoria Cancun and the all-inclusive Hilton Cancun resort to the global hospitality company’s growing portfolio in Mexico. Developed by Parks Hospitality and set to open in 2021, the neighboring properties will feature distinct characteristics and amenities across 100 acres of Caribbean beachfront. Hilton currently has a portfolio of more than 100 hotels and resorts open and welcoming travelers in Latin America, including more than 50 in Mexico. The company is actively pursuing additional Latin American growth opportunities and currently has a robust pipeline of more than 70 hotels throughout the region, including nearly 30 projects in Mexico. This year, Hilton has opened seven hotels across four brands in the country, including the in-market debut of the Conrad Hotels & Resorts brand in San Luis Potosi.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

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.

Join us at PORTADA Mexico!

  • Spotify

Spotify has awarded IPG Mediabrands’ UM its’ global media planning and buying business following a competitive review. Spotify is already working with UM, which beat out finalists including Dentsu’s Vizeum and Publicis Groupe’s Zenith Optimedia. Omnicom’s Hearts & Science did not pitch for the business. The review began in late 2016 and ended several weeks ago. Spotify spends US$40 million to US$50 million on measured media around the world each year. According to the latest numbers from Kantar Media, approximately US $16.6 million of that total was for U.S. campaigns last year. Spotify handles some media marketing duties internally.

 

 

 

  • Sanofi

Sanofi, a French pharmaceutical company, has awarded WPP creative duties and GroupM’s Mindshare its’ global media business, including ad planning and buying duties for more than 60 countries around the world. In the U.S., Havas Media will run media buying on the prescription side of the business and planning for consumer health care. Incumbent independent New York agency KWG will continue to serve as media buying agency of record for consumer products. Each agency plays a critical role in supporting all integrated marketing services, including digital, consumer advertising, healthcare communications and public relations. Sanofi, based in Gentilly, France, is the world’s fifth-largest pharmaceutical company in terms of total sales. Publicis, which won Sanofi’s business in a 2003 review, did not retain any of the client’s global media work.

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Coors Light

Coors Light and New York City-based bachata artist Kewin Cosmos announced a partnership for a campaign highlighting the song “Puedo Ser,” from Kewin Cosmos’ recently released album “EPISODES.”The partnership will promote Kewin Cosmos throughout the month of August in Coors Light’s “My Climb. My Music.” program, which features artists around the country, their music, and their stories through documentary-style videos about how their climb has defined them as artists. The music and videos will be distributed through streaming services, top FM radio stations and social media.This provides a unique opportunity for Coors Light to connect with New York City’s passionate community of music fans.Music Audience Exchange (MAX) provides the underlying data and technology powering this partnership. The MAX Platform™ identified a significant correlation between Coors Light’s target audience in New York and fans of bachata music, then built a program that allows Coors Light to promote “Puedo Ser” to bachata fans on audio, video, social, and more. MAX handled all the media buying for this campaign, which is part of a larger campaign that is focusing on 10 key markets across the US, according to people familiar with the campaign. However, Publicis Media was awarded Molson Coors’ US media account last February. The US business is handled by a bespoke unit called ‘Connect’ which is powered by Zenith in the UK & Ireland and Publicis Media in the US.

  • American Century Investments

American Century Investments,  a privately controlled and independent investment management firm, has named Figliulo & Partners its U.S. agency of record, focusing on strategy, creative and media planning and buying, Adage reports. The shop expects to launch its first work for the 60-year-old finance company in the fourth quarter of this year.

 

 

 

 

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.

Join us at PORTADA Mexico!

What: WPP’S agencies POSSIBLE and Mindshare have partnered to help brands leverage their media and ecommerce investments across the Amazon ecosystem.
Why it matters: It’s a first-of-its-kind combination of the media planning and buying, data analysis and strategy expertise of Mindshare with the ecommerce, data analysis and creative expertise of Possible.

WPP’S agencies POSSIBLE and Mindshare are launching a new offering to help brands leverage their media and ecommerce investments across the Amazon ecosystem. To continue to meet the needs of clients on such a vast platform, POSSIBLE and Mindshare have teamed up to create the first comprehensive solution for brands across Amazon.

This combined offering will leverage the full media and ecommerce capabilities of both agencies and the wider WPP ecosystem. Pairing the media planning and buying, data analysis, and strategy expertise from Mindshare with the ecommerce, data analysis, and creative expertise of POSSIBLE, both agencies will unify sales, brand marketing, and shopper and ecommerce efforts for greater efficiency and impact.

55 percent of US consumers now begin an online product search on Amazon, and 64 percent of US households are now Amazon Prime members

Together the companies  will offer:

  • Channel strategy, assortment optimization, content development and optimization, and shelf management
  • Media planning, buying, and optimization on Amazon
  • Innovation services focused on building new brand experiences (Dash, Alexa, etc.)
  • Measurement, reporting and analytics that provide a holistic understanding of a brand’s presence and performance within the Amazon ecosystem
  • A centralized source of knowledge and insight focused on Amazon Prime members

“Our clients consistently ask POSSIBLE to be their one-stop-shop for Amazon,” says Frank Kochenash, global SVP of commerce at POSSIBLE. “This partnership allows us to bring brands the deepest expertise across all the levers they need to pull. Mindshare are media experts and we are thrilled to partner with Joe Migliozzi and his Shop+ team.”

Further bolstering this offering, POSSIBLE’s recent acquisition of Marketplace Ignition deepens POSSIBLE’s expertise and experience in all aspects of the Amazon ecosystem, from supply chain and operations, to assortment planning, operational marketing, content optimization, and search management.

Mindshare will bring its Shop+ media and commerce capability, which is already an established Amazon Media Group (AMG) partner and which includes: SEO/SEM, content development, analytics and reporting as well as its status as one of a handful of approved Amazon Alexa developers – allowing Mindshare to create Skills for Amazon’s voice activated AI assistant. Mindshare will also leverage GroupM’s mPlatform capability for programmatic services and will bring this full-service solution to GroupM clients globally.

The offering will be available through POSSIBLE and Mindshare in Seattle, New York, Cincinnati, San Francisco, Los Angeles, Atlanta, London and Singapore.

Amazon has become central to the lives of both consumers and brands. In fact, 55 percent of US consumers now begin an online product search on Amazon, and 64 percent of US households are now Amazon Prime members. This makes Amazon not just a retail giant, but one of the world’s largest media owners.

Join us at PORTADA Mexico!

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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.

  • Baristas

Baristas Coffee Company has expanded its advertising to target US Hispanic-Americans with Spanish TV spots on Telemundo, Galavision, Fox Deportes, CNN Espanol, ESPN Deportes, and Spanish speaking radio stations. The Spanish speaking advertisements focus on Baristas White Coffee single serve cups compatible with the Keurig 2.0 brewing system. Baristas recently kicked off a national multi-faceted advertising campaign which combines digital display advertising, Television, and Radio driving traffic directly to Amazon on Fox News, CNN, ESPN, Food Network, Cosmopolitan Magazine and Sports Illustrated. Also, Baristas has included a broad reaching terrestrial (over the air) radio campaign on over 120 stations nationally utilizing the top radio platform in the country. In addition, Baristas added Spotify to its campaign currently underway. A media plan has been developed extending out over the next 6 months focusing on the expanding Baristas White Coffee product line as well as other Baristas products soon to be announced. Baristas has also partnered with Amazon to offer the only White Coffee single serve cups compatible with the Keurig® K-Cup® Brewing System 2.0.Based on research from the National Coffee Association (NCA), coffee consumption is stronger among Hispanic Americans than non-Hispanics. Hispanic-Americans help drive growth in U.S. coffee consumption, leading the way in growing coffee consumption in the United States. Baristas’ CEO Barry Henthorn told Portada the company handles media placements in-house along with long term relationships.

  • Chrysler

The Chrysler brand is launching a new campaign to share key features of the all-new Chrysler Pacifica with Hispanic customers.Hero” is a 30-second commercial featuring Pablo, a young boy attempting to impress the girl next door. Pablo utilizes Pacifica’s functionality, versatility, technology and bold styling to make the ride to school with his neighbor much more special. “Hero” will run across television, digital and social channels and will be also available on the Chrysler brand’s official YouTube channel.The campaign will air in top Hispanic markets including Austin, Chicago, Dallas, Houston, Fort Myers, Los Angeles, Las Vegas, Miami, New York, Orlando, Phoenix, Sacramento, San Antonio, San Diego, San Francisco, Tampa and West Palm Beach.Chrysler’s “Hero” campaign was made in conjunction with Alma DDB. UM/Identity is Chrysler’s Media Buying Agency.

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Nestlé

This summer Nestlé is inviting fans to the fascinating world of NERDS® ¡Lucha Grande!, filled with new bold and intense flavor combinations inspired by the classic Dulcerías, Spanish for ‘candy store,’ of your childhood. Alongside new flavors of beloved brands LAFFY TAFFY®, FUN DIP® and PIXY STIX®, NERDS® ¡Lucha Grande! hits store shelves this summer, offering fans a variety of tangy new flavors like the tongue-twisting pucker of Mango Chile and mouthwatering cool of Cucumber Watermelon. NEW items include: NERDS® Guava and Mango Chile & NERDS® Lime and, LAFFY TAFFY® Guava & LAFFY TAFFY® Pineapple , FUN DIP® Mango Lime & FUN DIP® Cucumber Watermelon and PIXY STIX® Cucumber Watermelon, PIXY STIX® Mango Lime & PIXY STIX® Pineapple.With 2016 sales of US$9.7 billion, Nestlé USA is part of Nestlé S.A. in Vevey, Switzerland. In 2013, GroupM won Nestlé ‘s U.S. media planning and buying business.

  • Mindshare absorbs Ogily-Neo

Mindshare, both a WPP and GroupM agency, will absorb Ogilvy’s digital media agency Neo, as part of a continuing consolidation of agencies, MediaPost reports. Ogilvy is also under the WPP umbrella. A few weeks ago, GroupM media agency Maxus was folded into its other media agency MEC. Founded in 2006, agency Neo will now be part of Mindshare’s newly-formed Performance Group. Neo’s management will become part of the Mindshare Performance Group. Nasreen Madhany, Neo’s global CEO, and Bradley Rogers, global COO, will hold the same roles in the Performance Group and will also join the Mindshare leadership team.

 

  • Chevrolet LMAs

The Chevrolet Local Marketing Associations around the country have shifted their media buying business to Carat, part of Dentsu Aegis. U.S. International Media was the incumbent on the business.The Chevy LMAs spent around US$238 million on ads in 2016 according to Kantar Media.

 

  • Casamigos

George Clooney is selling his  tequila brand Casamigos  to Diageo for a US$1bn. The takeover is expected to close during the second half of the year. Casamigos ‘translated as House of Friends’ was initially formed as a private collection of tequila’s for the friends and family of Clooney and Gerber but sales boomed in 2013 when the pair made the label public.Clooney will remain in place along with co-owners Rande Gerber and Michael Meldman. Diageo ows other well-known tequila brands such as Johnnie Walker, Cuervo, Crown Royal, J&B, Captain Morgan, José Cuervo, Buchanan’s, among others.

 

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.

Join us at PORTADA Mexico!

 

 

OTT Networks like Netflix and Hulu don’t share their data with anyone, David Wiesenfeld, Chief Strategist at Truoptik, a data driven millennial audience and consumer monetization company tells Portada. “Netflix in particular won’t even share viewership numbers for a movie or TV show with the company that licensed them the content. So the data is “walled off” from the industry,” says Wiesenfeld. No wonder that content producers don’t like this. Mexico’s Televisa, for example just announced that it will take off all its content from Netflix at the end of 2016 to launch its own OTT service Blim.

For sure, Netflix and other major OTT networks use the data in-house (e.g. Netflix has created micro-genres to better target prospective viewers). But what about the data coming from OTT streams, the vast majority that are not published branded content networks like Netflix and Hulu? The recently announced partnership between TruOptik and media agency Mindshare pretends to provide an answer. Both companies joined forces to parse television and movie content into behavior-based “micro-genre” graphs that will enable media companies to market content with precision to consumers in more than 150 countries.
“The real valuable data and insight in the OTT ecosystem resides in walled gardens,” says Andre Swanston, CEO of Tru Optik. “Tru Optik’s mission is to organize and activate OTT’s big data’ so media companies can create compelling content and power more effective advertising. The collaboration with Mindshare to create micro-genre graphs achieves this mission.”

Netflix in particular won’t even share viewership numbers for a movie or TV show with the company that licensed them the content.

Anonymized Information on more than 500 million consumers…

Programatico_Happy_2_26_2016_a (2)TruOptik’s and Mindshare”s Micro Genre graph will be able to leverage the world’s largest database of professional media consumption containing anonymized information on more than 500 million consumers (about seven times the number of Netflix subscribers). It consists of over 20 million movie, TV, music, and video game pieces of content. While other companies, like Netflix, have created micro-genres, they have done so with a significantly smaller audience size and title pool. It will be deployed by Mindshare in The Loop, the agency’s proprietary data visualization and communication layer focused on faster and better decision-making.

But what about the data coming from OTT streams, the vast majority, that are not published branded content networks like Netflix and Hulu?

…for Entertainment Companies to Monetize

Basic contextual and geo targeting is no longer sufficient for entertainment companies to monetize their portfolios or inform promotion of specific titles. Micro-genre graphs organize titles into small clusters based on their tendency to be watched by the same consumers. For example, if ‘deadpan comedies with female leads’ and ‘female relationship comedies’ appeal to different audiences, media companies need to know, and micro-genre graphs provide that insight.

Wiesenfield notes that TruOptik and Mindshare “track downloads and streams on consumer supported digital file-sharing exchanges, which are the world’s first and largest OTT Networks, Available content dwarfs the library for Netflix or any other branded OTT network, pretty much every TV show or movie is available pretty much everywhere from the moment it is released. That means media companies can understand demand for their content in countries before it is released.

U.S. Hispanic Application

When it particularly comes to target Hispanic and Latin American audiences, what are the advantages of “micro graphs” versus other tools? There are quite a few, says TruOptik’s Wiesenfeld. The micro-genre graphs would allow an in-depth understanding of both the popularity of genres among Hispanic segments as well as how Hispanics segments tend to group content relative to the population as a whole and relative to each other.
“A simple example would be that Telenovelas don’t even exist as a genre for non-Hispanics in the U.S., but we would expect to find numerous telenovela micro genres among U.S. Hispanics. The really powerful ability would be to understand how genre popularity and groupings differ among different segments of the Hispanic population, based on the factors such as country of origin, degree of acculturation (for U.S.. Hispanic residents), age, gender and so on. This could provide new insight into persistent questions regarding Hispanic content consumption, such as English vs. Spanish Language preference (how does this vary across Hispanic segments? across genres), in what ways are second/third generation Hispanic media patterns different from the general population etc…”

stacey_abreuHispanic Digital Agency Captura Group has hired Stacey Abreu, until recently MD Multicultural at Mindshare. Abreu will have the position of Managing Director and be based in New York.

Ad Agencies are positioning themselves for 2016 as the end of the year approaches. One major announcement, we just learned from Captura Group, is that Stacey Abreu, a major executive until recently at Mindshare, will now be part of San Diego headquartered Digital Agency Captura Group. “As media and technology continue to converge, Stacey brings a unique skill set to Captura Group that will result in innovative solutions for our clients to reach Hispanic consumers across digital channels.” said Lee Vann, Co-Founder and Chief Strategy Officer of Captura Group.

“We are thrilled to have Stacey in our team and are confident that she will bring best-in-class solutions to drive growth for our clients.” Abreu has over 12 years experience leading large-scale multicultural and total market communications, media and Hispanic digital initiatives for companies including Unilever, Kimberly Clark, Kraft, Bacardi, ESPN, ampm and Boehringer Ingelheim.

As media and technology continue to converge, Stacey brings a unique skill set to Captura Group that will result in innovative solutions for our clients to reach Hispanic consumers across digital channels.

Previously, Stacey was Managing Director Multicultural for Mindshare where she oversaw over $70MM in annual media spend and managed a team across New York, Chicago and Los Angeles.

Captura Group provides Hispanic digital strategic and creative services for Kellogg’s, Unilever, Allstate, Bimbo Bakeries, La Costeña, Jumex and others. Abreu will be managing Captura’s growing business by bringing innovative solutions that help Captura clients reach Hispanics across channels.

Check out: Stacey Abreu on the Growth of Hispanic Advertising

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

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Jennifer Chan  347-961-9516 or e-mail him at jennifer@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: Orangetheory Fitness/Mexico ::: Turismo Marruecos – Mindshare ::: Arredo – Maxus  ::: Mars – Mediacom :::

Click here for previous Latam Sales leads editions

  • Orangetheory Fitness/Mexico

orangetheory-U.S. firm Orangetheory Fitness has expanded into the Mexican market to compete with companies like Sports World and Sport city. In late November, the company will open its first studio in Magnocentro square at the Interlomas section close to  Mexico City. The company is also planing to open 10 studios in Mexico City and the metropolitan area over the next three to five years, starting in November 2015. Orangetheory Fitness originated in USA and has about 300 gym centers and over 200,000 members worldwide, most of whom are located in the US market and a small percentage in Canada, UK, Australia and Colombia. Read more.

  • ARREDO/ Argentina

77689a8fcc2e29db2b1c3961e4018735_400x400Maxus Argentina, GroupM media agency,WPP media agency holding, has been  chosen by Arredo, as its new media agency. Maxus will be offering the new client media planning and buying services for its entire line of products. Arredo is a national company of design, development, manufacture and marketing of household items.

 

 

  •  Turismo Marruecos

descarga (4)The Moroccan National Tourist Office has chosen Mindshare as its media agency in Spain, for its advertising campaign in 2015 and following years. In fact, the agency has already launched a campaign in radio, tv, magazines and outdoor to promote the actions of the office in October 12.

 

 

 

 

  •  Mars/LatAm

descarga (5)Mars has appointed MediaCom to handle media in Latin America following a pitch. Starcom, Initiative, OMD and Havas Media, which were handling the account, also participated. This appointment strengthens the food and beverage company relationship with MediaCom, which since January is in charge of the planning business globally.

What: General Mills has consolidated its global media agency business with WPP’s GroupM, led by its agency Mindshare. This is happening three weeks after it was announced that  Mindshare won the U.S. media business of General Mills.
Why it matters: The move consolidates business that was previously handled by a handful of other agencies and networks.

glogosocial_400x400General Mills has consolidated its global media agency business with WPP’s GroupM, led by its agency Mindshare, as the latter has been chosen to handle its massive U.S. business.

GroupM will support General Mills in Europe and Australia/Asia, and  lead GM’s Yoplait Europe business and a portion of its’ business in Africa, the Middle East and Asia.

The move consolidates business that was previously handled by a handful of other agencies and networks.

General Mills’ brands include: Cheerios, Progresso and Yoplait. The food Giant spent US$866.4 million on measured media in the U.S. in 2014, down from US$893.4 million in 2013, according to the Ad Age DataCenter.In 2013, the company spent US$1.03 billion globally, including its largest market, the U.S.

A speaker roster of all-star Marketing and Media Stars is all set for our fifth annual Foro Portada Mexico in Mexico City’s Hotel Presidente InterContinental on October 13.

C-level Executives of Unilever, Havas Media, Mindshare, YuMe, Volaris, Versy , Google, Medula and  Cerveza Victoria will dissect key themes impacting Marketing in Mexico as well as spot key trends for 2016.

Copy of foromex15-eblastTopics they will explore

  • 2016 Latin American Online Video Marketing Trends  (Breakfast sponsored by Yume)
  • Marketing to the new Mexican Woman. Marketing how-to’s and Insights from Unilever.
  • Social Ads: “Social Messaging” and how it should be marketed. Opportunities for brands and agencies.
  • México as a brand: Actionable Insights on how the Brand Mexico should be marketed in Mexico and internationally.

More details in the agenda.

Tickets are going fast!  Take advantage of the special online promotion (US $199 only!).

Top Marketing and Media Stars participating in #PortadaMex include:

  • Miguel Vera, Director Myriad, México
  • Ricardo Rivera, Head of Marketing, Volaris
  • Javier Chanfreau, CEO, Medula Network
  • Juliana Sarria, CSL of Strategy and Product, Arena
  • Jorge Guglielmone, CEO Latin America, Mindshare
  • Eduardo Angulo, Marketing Director México, Unilever
  • Marine Garmrouguian, Head of programmatic Havas Media Group
  • Gustavo Rivera, Director de México, Emerging Markets YuMe
  • Santiago Duran, Media Strategy Lead – Spanish LATAM, Google
  • Edson Noyola, Director, Cerveza Victoria

Tickets are going fast!  Take advantage of the special online promotion (US $199 only!).

Sponsors

Online Video Breakfast Sponsor
YuMe

Silver
Versy

Bronze
Medula

Exhibit Table
La Voz Media Group

To get information on how to participate in this important event, please call Bob Oliva al  1 (305) 546-1515 or e-mail him at bob@portada-online.com

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

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

Click here for prior Latam Sales Leads issues

 ::: Delta – AKQA ::: Mindshare – Haribo ::: San Fernando – Ingenia  ::: Coca Cola  :::

  • Delta / Global

Supergraphic_400x400Delta Airlines has chosen WPP Group’s AKQA, as its digital agency of record after a review to consolidate its mobile and punto.com accounts. AKQA was in charge of the mobile part of the account, while Razorfish was in charge of punto.com. Now, AKQA will support digital and marketing platforms for “all online experiences”, including desktop, tablets and wearables, plus entertainment on board and aircrafts portal wifi, according to Rhonda Crawford, vice president of e-commerce of Delta.

  • Haribo/Global

descarga (1)Mindshare has won won the Haribo account,a sweets manufacturer company, after winning a contest. Marta Garí and Pilar Angrill, partners client leadership at Mindshare, will lead the teams responsible for managing the advertiser’s campaigns. The company currently has over 500 employees and exports to virtually all countries of the European Union, Russia, Turkey, Switzerland, Norway, USA, Singapore and Latin America.

  • San Fernando / Peru

descarga (2)Peruvian food company San Fernando has chosen Ingenia to handle its digital account. The agency will create a two-year digital strategic plan and will be also responsible of social nets. In this way, San Fernando becomes the agency client number six so far this 2015.

  • ‘Share a Coke’

descarga (6)Coke is bringing back its “Share a Coke” program after a successful run last year. This summer, the brand will extend the program to include more names and to cover more package sizes and formats.Last year, the marketer used the 250 most popular first names among teens and millennials and the program was limited to 20 oz bottles. Additionally, colloquial phrases were put on on cans, such as “superstar” and “bff.” This year, the number of names used is expected to at least triple.

In the video, the South Pacific marketing team explains how they pulled it off:

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

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

::: Brown-Forman- Mediavest ::: W+K Brasil – Old Spice ::: Blackrock – Mindshare -MEC  ::: Absolut Vodka-AnalogFolka ::: WPP -IBM :::

  • Brown-Forman

descarga (5)Brown-Forman has awarded its global media account to Publicis’ MediaVest (NOTE: not Starcom as incorrectly stated in the subject of our 12/8/2014 Latam E-letter) following a four month review.The agency will replace incumbent UM, which also participated in the final review. Other agencies competing for the account included Maxus and Zenith Media. UM held the account for over a decade. According to Kantar Media the company spent US$52m on advertising in the US in 2013 and works with several brands such as Jack Daniel’s, Chambord, Early Times, Old Forester and Southern Comfort.

  • Old Spice

oldSpice_W-K-W+K Brasil is P&G’s Old Spice brand agency. Old Spice was handled by agency Grey. Due to this agency shift, the firm will more frequently use the image of Terry Crews, the brand’s advertising ambassador in the United States for the last four years, in its Brazilian campaigns. Grey was in charge of positioning Old Spice in the Brazilian market, following the brand’s first campaign launch starring actor Malvino Salvador. The move is part of an international brand alignment with its global partners; hence it has shifted to Wieden & Kennedy Brazil.

  • Blackrock

descargaGlobal asset management company Blackrock has appointed WPP’s Mindshare and MEC to handle its global media account. Blackrock, which spent over US $400m on marketing and promotions in 2013, has opted for the GroupM agencies over Carat, part of Dentsu Aegis, and Omnicom’s PHD.Mindshare will pick up the business in the U.S, Europe and Latin America, while MEC – the incumbent on the account – will continue to handle Canada and Asia.

  • Absolut Vodka

descarga (2)Absolut Vodka has appointed digital agency AnalogFolk to handle its global social media, following a pitch.The agency, which has offices in London, New York and Sydney, already has Pernod Ricard-owned brands Chivas and Malibu as clients.AnalogFolk will be responsible for continuing the spirit brand’s new “storytelling” marketing strategy via social media channels, branded content and editorial publishing.

  • IBM

Martin_Sorrell-WPP has signed a US$ 1.25 million with IBM that will allow the US giant manage their operations in La Nube. As part of this seven-year agreement, WPP will be able to innovate in digital services that will be run and managed with a global hybrid cloud infrastructure created by IBM.The deal may be extended with WPP using large data and analysis to improve its’ creative process, accelerate the launch of new products and services and encourage greater horizontal communication and collaboration across multiple brands.

What: Media agency Mindshare and digital shop Possible have teamed up to create Content+, a new content unit aimed at generating real-time micro-content. Content+ will operate with clients and partners using Mindshare’s data ‘war room’ The Loop, Mindshare’s adaptive marketing engine,  rolled out earlier this year.
Why it matters: Agencies are sharpening their tools as they develop more data assets and devise ways to distribute content, in context, on a real-time basis.

mindshare-sharelogoWPP’s  media agency Mindshare and digital shop Possible have joined forces to create a new unit called Content+, a content group  production hub that brings creative, production, data, technology and media under the same umbrella.

Content+ generates real-time micro-content that “reinvents” how content and distribution work in advertising. It  will develop programs for the programmatic environment as well as native advertising and social media, e-commerce, mobile and video.

Content+ will operate with clients and partners using Mindshare’s data ‘war room’ The Loop, an adaptive marketing engine that  help clients to get rapid marketing responses in real time in fields such as programmatic buying, native advertising, e-commerce, video and mobile.

Content+ generates real-time micro-content that “reinvents” how content and distribution work in advertising.

The new hub is set to launch units in London, Singapore, and Shanghai with further expansion in the coming six months. In North America, Mindshare Entertainment – the network’s branded entertainment and content creation unit – will rebrand to Mindshare Content+ and Entertainment under David Lang, chief content officer of Mindshare NA, management.

“The creation of micro-content is one of our industry’s biggest challenges. Programmatic, SEO and Performance marketing demand a new content solution. Possible is tapped into consumer and digital culture, but just as importantly they understand brands and how to engage with consumers. They are the perfect partner to help us bring our adaptive brand-building vision to life with real time marketing for clients,”  said Nick Emery, global CEO, Mindshare.

“Content+ will allow both Possible and Mindshare to collaborate and harness real-time data with storytelling and content creation when it’s most relevant and likely to be consumed by consumers. Ultimately it is about marketers seeing rapid results that impact their business and brands,” added Shane Atchison, Global CEO, Possible.

Content+ introduction comes after the launch sound-based advertising unit Audio+ and wearable tech capability Life+.

 

The United States Marine Corps wants to engage multicultural Milennials around the 2014 World Cup. This is why it created “The Marines Minute”, a custom integrated solution with several key partners.

Marines MinuteThe concept was created within MLS and adjusted to more closely align with The Marines’ initiatives through feedback from the Marines media buying agency Mindshare. Multicultural Advertising Agency Uniworld ensured that the final product included brand integration that exceeded The Marines standards. The involvement of MLS Digital Properties shows that while media buying agencies use DSP’s and programmatic buying to reach consumers on mass awareness campaigns, for more targeted efforts like the Marines Minute, there is more of a focus on content providers such as MLS. “During each weekday of the World Cup, we produce a 60 second recap of the most pressing news stories that soccer fans need to be apprised of in order to intelligently participate in the World Cup conversation. Recognizing the consumption habits of the intended audience, we’ve designed the series to be a quick hit packed with key information that can be easily consumed and shared,” says Tom O’Connor Director of Sales Development, Media Partnerships at MLS.  The Marines Minute is English language only but it can be accessed through our Spanish language sites in addition to our English language sites.

The Marines Minute is a collaboration between The Marines’ AOR  JWT , media-buying agency Mindshare in Atlanta, multi-cultural agency Uniworld Group, and MLS Digital Properties.

Marines_Minute

The campaign is supported by banners on the same page the video is displayed which drive users to the Marines’ site and YouTube channel where they can engage with the brand through content that features the core values of the U.S. Marines: Pride, Knowledge and Courage. The primary goal for the campaign is messaging engagement. This could be in terms of completed video views, interaction rate, and completion rate. Exposure to Marine Corps  is a secondary measure which is quantified with impression delivery.

What Language?

Hispanic marketing for the U.S. Marine Corps is typically done on English-language sites since the Marines target audience (potential recruits)  must be able to read and write English. Additionally, research shows Millennials are less likely to differentiate between English and Spanish language content when consuming media.

Recognizing the consumption habits of the intended audience, we’ve designed the series to be a quick hit packed with key information that can be easily consumed and shared.

 Distribution

Got StipesAn important piece in Online Video Marketing is to get enough distribution partners so that enough impressions are provided to the advertiser. In the case of the Marines Minute campaign, the videos were shown at  MLSSoccer.com, Goal.com, MedioTiempo.com and SB Nation. All these are properties which are either owned by MLS or MLS has  sales representation agreements with. O’Connor adds that “as we continue to find and convert fans of all demographics, we’ve established relationships with a variety of premiere content distribution partners, each of which bring their own unique audience to the table. With the Marine campaign looking to focus on 18 to 29-year-old Hispanics as well as general market Millennials, we worked with our distribution partners to place the Marines Minute series in relevant areas to maximize views with their target audience.”

Soccer’s Cross cultural appeal

The beauty of content around soccer, even more so around the Soccer World Cup, is its global and cross cultural appeal. According to the MLS’s O’Connor, “one of the advantages of working within the soccer landscape is the global appeal and built-in multicultural fan base, placing MLS Digital Properties with the highest comScore index among professional sports league sites against the Hispanic Millennial. With The Marines Minute we’ve utilized this advantage to allow the Marines to reach their target audience through our platforms in both English and Spanish.”

Castrol and Tabasco, too

The World Cup brings an incredibly heightened awareness to soccer.  Other major brands besides the Marines have used MLS properties  to focus on both the Millennial and Hispanic audience, they’ve used both English and Spanish language creative throughout MLS to reinforce their message as a compliment to sponsorship positions such as the Mexican Player Spotlight sponsored by TABASCO on Goal.com and the Castrol Brazil Bound video series on MLSsoccer.com.

DOWNLOAD Portada’s 2014 Soccer Marketing Guide compiled in partnership with Soccer.com and AC&M Group.

Join us at PORTADA Mexico!

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

The Loop –  Mindshare :::  Samsung ::: JWT  Mexico – Banorte, Royal Caribbean, Puma, Coppel and Chimex :::

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Xavier Gonzalez at 1-212-685-4441 or e-mail him at xavier@portada-online.comSEE A DEMO OF THE DIRECTORY!

  • Mindshare 

mindshareWPP’s Mindshare is rolling out its proprietary real-time marketing process, The Loop, to 12 countries across its global network in time for the start of the 2014 World Cup in Brazil beginning June 12.Those countries include Austria, China, France, Germany, India, Ireland, Mexico, the Netherlands, Poland, Singapore, Turkey and the UK. It is also planning to expand an existing agreement with Twitter that will enable select clients in its Loop markets with access to Twitter Live Studio services. The Loop was unveiled in the U.S. earlier this year. Since The Loop’s launch, Mindshare has struck a number of agreements with third parties like Weather Co. and BuzzFeed .

 

  • Samsung 

samsungSamsung is reviewing its creative, digital and media agencies for its US $14 Billion account according to what sources told Adweek. Samsung´s creative business is currently split among agencies including Cheil, 72andSunny, Leo Burnett and McKinney. Digital is currently handled by several agencies including R/GA. Starcom is Samsung’s global media agency. The review process is expected to last three months and involve the company’s business in 65 countries.

  • JWT  Mexico – Banorte, Royal Caribbean, Puma, Coppel and Chimex

JWT has announced new clients in Mexico: Banorte, Royal Caribbean Cruises, Puma, Coppel and Chimex (Sigma).

Verónica Pugliese will be in charge of the Banorte account, María Lezama and Jorge Ruiz will be in charge of the media planning and buying.

Karen Wohler and Pamela Aguilar will be in charge of the Royal Caribbean Cruises account. Also, Maria Aurora Sanabria and Jorge Ruiz will be working on the media planning and buying.

Puma will me managed by Karen Wohler as well and Jimena Macías. Jorge Ruiz will be in charge of the media planning and buying.

Vannya Martinez and Alfredo Espinosa will be in charge of Coppel. Aurora Sanabria, VP of planning is in charge of the media planning and buying.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Xavier Gonzalez at 1-212-685-4441 or e-mail him at xavier@portada-online.comSEE A DEMO OF THE DIRECTORY!

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 Kelley Eberhardt at 1-212-685-4441 or e-mail her at kelley@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • Pitney Bowes

Pitney BowesThe Stamford, Conn.-based Pitney Bowes has selected DigitasLBi as its´digital agency. The first work from Publicis Groupe’s DigitasLBi is scheduled for the fall. Bill Borrelle, SVP of brand strategy and marketing communications at Pitney Bowes’,explained that the company would likely increase its spending again.

 

 

  • Samsung 

samsungSamsung is reviewing its creative, digital and media agencies for its US $14 Billion account according to what sources told Adweek. Samsung´s creative business is currently split among agencies including Cheil, 72andSunny, Leo Burnett and McKinney. Digital is currently handled by several agencies including R/GA. Starcom is Samsung’s global media agency. The review process is expected to last three months and involve the company’s business in 65 countries.

 

  • Heineken

lincloneHeineken and agency Wieden + Kennedy New York have premiered a 15-second film based on a fan’s tweet About an Evil Abe Lincoln ‘Linclone’, at the Tribeca Film Festival on Wednesday night. The film was produced by Eric Appel. The 115 characters Dennis Lazar wrote as his winning submission to the brewer’s #15secondpremiere contest, were then crafted by a Hollywood film crew into 15 seconds of film.Check out the mini-movie below:

https://www.youtube.com/watch?v=c-VofkrPGOE

 

 

 

  • Netflix

Netflix said it will produce its first Spanish-language original series, a comedy by highly successful Mexican director Gaz Alazraki.Produced in Mexico, the 13-episode series will be a satire on the world of professional soccer. It will feature Luis Gerardo Mendez, who starred in “Nosotros Los Nobles” (We Are the Nobles). Directed by Alazraki, “Nobles” generated $27 million at the box office, making it Mexico’s second highest-grossing film of all time, said The Hollywood Reporter. The series will premier sometime in 2015. Netflix did not announce a name for it.

  • Sensis

Sensis, a cross-cultural advertising agency with digital at its core, opened an office in Atlanta in response to the growing Latino influence in that region of the country. This is the third location for Sensis, which is based in Los Angeles with an office in Washington, D.C.
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People change positions, get promoted or move to other companies. Portada is here to tell you about it.

John Rudaizky – EY ::: Nilufar Fowler  – Mindshare ::: Henry TajerIPG ::: Fabián Bonelli – Publicis ::: Silvana Siniavsky – Don :::

John Rudaizky has been appointed brand and external communications leader of EY. John joins EY as a partner from his team leader role across WPP companies.  John will be responsible for building the EY brand worldwide through a program of accelerated brand investment.

Nilufar Fowler, current MD of Mindshare Thaiand, has been appointed to lead Mindshare’s Unilever account on a global level. Previously David Pullan was in charge of the account and now will be in charge of the Mindshare’s New York office and chair of the global Unilever ExCo at Mindshare. Fowler has been with the Mindshare team for seven years, six of which were spent with the Unilever account team. Her new position will require her to focus on leveraging data-driven technologies to allow Unilever to reach the full potential of real-time marketing.

Don, the Argentinean agency leaded by Papón Ricciarelli, has named  Silvana Siniavsky  as new digital planner director. Siniavsky  has previously worked in Mexico for CIE, Euro RSCG, Resultics, Starcom MediaVest Group  and LiquidThread.

Fabián Bonelli leaves Ecuador after working for Geometry, to move to Publicis Panamá. Bonelli will lead the creative department of Publicis Panama.

IPG Mediabrands US, has announced the appointment of  Henry Tajer, actual Executive Chairman of IPG Mediabrands Australia, as Global Chief Operating Officer. He will report to IPG Mediabrands Global CEO  Matt Seiler.

 

 

REINO UNIDO HSBCHSBC has chosen WPP´s Mindshare to handle its global media buying and planning account. Mindshare retains the estimated USD 600 million global account after a review that began last fall.

Mindshare has been in charge of the account since 2004. Earlier this month, HSBC decided to split creative duties among three agencies, including JWT and sibling Grey, both designated as lead agencies. Publicis Groupe’s Saatchi & Saatchi also received an assignment.

The review was overseen by Chris Clark, group marketing director at HSBC, who is overseeing a repositioning of the bank’s marketing strategy. As part of that repositioning the bank has done away with its longstanding tagline, “The World’s Local Bank.” The bank is also reorganizing its marketing division and reassessing how it allocates spending across media.