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

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Jason Riveiro has been appointed as Senior Marketing Partner at American Modern Insurance (AMIG). Previously, Jason worked as Chief Marketing Officer at NAHREP (National Association of Hispanic Real Estate Professionals.) At AMIG, Riveiro will be working on strategy and branding.

 

 

 

The Interactive Advertising Bureau (IAB) announced that Craig Coleman has been named Vice President of Marketing, charged with harnessing data and analytics to drive the organization’s marketing efforts and to elevate its brand messaging across the industry.He joins IAB from Gannett, where he led digital product marketing and client solutions for Gannett Digital and USA TODAY.Prior to his time at Gannett, Coleman was Vice President, Marketing for Screenvision.Coleman earned a B.S. from the College of Liberal Arts and Sciences at the University of Connecticut.

 

 

On the heels of promoting Steve Mandala to president of Advertising Sales and Marketing, Univision Communications Inc.,announced a new leadership team to manage its portfolio of ad-driven platforms:

 

 

 

 

Jorge Daboub is being promoted to executive vice president of Local Media Sales. He will report to both Mandala and John Eck, Chief Local Media Officer.In his new role, Daboub will lead the sales team for all of television, radio and digital properties in Local Media, including national and local sales. Daboub will maximize the power of the UCI brand and reach while helping marketing executives across industries understand and harness the power of the U.S. Hispanic consumer.

 

 

 

Trisha Pray will broaden her role to serve as executive vice president of Sales and Client Development, leading all sales efforts in Chicago, Dallas, Miami, Los Angeles, and other growth regions. She will relocate to Chicago, her hometown, while continuing to report to Mandala. Pray has served as executive vice president of Network and Cable Sales overseeing the Univision Network and UniMás, as well as Galavisión and other UCI cable networks.

 

 

 

Jack Randall is being promoted to executive vice president of Business Development. He will continue to report to Mandala. Randall will oversee all Business Development function for UCI while leading a team of executives who help clients quantify, activate and optimize growth marketing to the Hispanic consumer in the United States. Prior to joining UCI, he held sales roles with Fox Sports and United Stations Radio Networks in both New York and Los Angeles.

 

 

 

John Kozack is being promoted to senior vice president overseeing New York Network and Digital Sales. He will report directly to John Kelly.Prior to his promotion, Kozack served as vice president of Network Sales for Univision Network since 2003.

 

 

 

 

John Kelly will expand his role from executive vice president overseeing Digital and News Sales to include oversight of the New York Network Sales team. He will continue to report to Mandala.Kelly continues to be responsible for helping brands and marketers create non-traditional solutions to connect with the growing segment of Hispanic America.

 

 

 

 

 

Carlos Deschapelles will continue to lead the growing sports portfolio as executive vice president, which includes the fastest growing sports cable network, UDN.  He will continue to report to Mandala.Deschapelles will be responsible for all sports sales across UCI’s expanding portfolio of sports properties and platforms, including Network TV, Radio and Univision Digital, which includes online and mobile—in addition to Univision Deportes Network (UDN).

 

 

 

 

CBS has appointed Facebook’s head of global marketing solutions David Lawenda as executive VP of digital sales and strategy. He will report to longtime CBS sales executive Jo Ann Ross and will spearhead CBS digital ad sales efforts and oversee all ad sales operations. Prior to Facebook, Lawenda served for five years as Univision’s president of ad sales and marketing

 

 

 

 

Jo Ann Ross has been elevated to the role of president and chief advertising revenue officer. She has served as president of CBS network sales since October 2002, when she succeeded Joe Abruzzese.

 

 

 

 

 

 

Dave Morris was named executive VP-advanced advertising and client partnerships. Morris, who reports to Ross, previously served as chief revenue officer for CBS Interactive.

 

 

 

 

 

Katie Ford is no longer president, managing director at Publicis Media-owned Spark Foundry. Ford will join Amobee as chief client officer. Ford is charged with the introduction and adoption of the Amobee Marketing Platform with brand and agency clients. Prior to joining MediaVest, Ford worked at Starcom for over 18 years

 

 

 

 

 

 

Vicky Free has been appointed senior VP of marketing for Disney/ABC Home Entertainment and Television Distribution. She was most recently executive VP and chief marketing officer at BET Networks, and prior to that was VP of entertainment marketing at Turner Entertainment Networks.

 

 

 

 

 

 

 

Longtime Mondelez International CEO Irene Rosenfeld will step down in November. Rosenfield will continue to serve as chairman of the board through March, when she will retire.

 

 

 

 

 

 

Dirk Van de Put, currently president and CEO of Canada’s McCain Foods, will be her successor.Van de Put will then add the chairman role.

 

 

 

 

 

 

R/GA has appointed Adrienne Walpole to its Austin office as managing director of client services.In the role, Walpole will be tasked with leading the office’s client services operations and serving as a strategic partner to clients across the agency’s roster while reporting to R/GA Austin vice president, managing director Candice Hahn.Walpole joins R/GA from GSD&M.

 

 

 

 

MPP Global, the technology company that delivers eSuite, an eCommerce platform, announced the ascension of key executives in New York City to support growth in the Americas on the heels of US$15 million in Series B funding, including:

 

 

Heath Podvesker as General Manager Americas.

Melissa Pegus was also appointed VP of Channel and Strategic Alliances and Trena De Landro named VP of Publishing and Media.

 

 

Rebecca Shpektor has been appointed director of public relations at TransMedia Group. Prior to TransMedia Group, Shpektor held an in-house public relations position at Dassault Systemes.

 

 

 

 

 

Performance advertising technology company SourceKnowledge is opening  new offices in Los Angeles and Toronto, expanding its presence in the U.S. and Canada. Headquartered in Montreal, the company has hired four employees to staff these new locations.Account executives Ryan Martinson and Mike DeMare will spearhead the Los Angeles office. The Toronto location will be supported by account executives Justin Brunette and Kevin Au.Martinson and DeMare will report to Jason Larocque, Managing Director, West Coast, while Brunette and Au will report to Shane Black, Managing Director, East Coast.

 

Warner Bros. Digital Networks officially unveiled Stage 13, a digital content brand and part of Warner Bros. Digital Networks. The brand showcases a new generation of creative voices charged with creating dynamic, unapologetic scripted and unscripted short-form series. Under the leadership of Diana Mogollón, SVP and General Manager Stage 13, Christopher Mack, SVP of Warner Bros Television and head of scripted content for Stage 13, and Shari Scorca, head of unscripted for Stage 13, Stage 13 has produced 11 series, a select group which have earned audience and juried accolades at this year’s Sundance, SXSW, Tribeca, LAFF, Series Fest and Outfest Film Festivals. Stage 13 will launch in October via YouTube, Facebook and at Stage13.com, with monthly series premieres. In addition, Stage 13 will have two series on Verizon’s go90 platform.

 

 

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Honey Maid, a Mondelēz International brand, recently released the latest chapter in the “This Is Wholesome” campaign, which underscores importance of acceptance in the changing American culture. The campaign will be distributed on TV, online and in cinema through September 2016 in the United States. We spoke to Katrina Plummer, Equity Brand Manager, Honey Maid, Mondelēz International, who provided us more specifics.

20120214 MBA_0199Katrina Plummer, Equity Brand Manager, Honey Maid, Mondelēz International.
Portada: Can you explain what is specifically multicultural/Hispanic in the “Wholesome Campaign”?

K.P: “Honey Maid is committed to celebrating the many wholesome faces and cultures of America – including the Hispanic community. In 2016, Honey Maid is celebrating four different stories of acceptance featuring five families, including a traditional Hispanic father who found joy and love in accepting his gay son and son-in-law, a disabled veteran and wife that have come to accept their new post-war reality, a young boy who has accepted his adopted brother, and two neighboring families who have grown to realize they have more similarities than differences.”

Portada: What are your expectations in terms of how many people will drag the button below to your bookmarks bar, then click to change any webpage into one that’s full of love, positivity and acceptance.
K.P: “A recent Pew Research Center survey found that nearly three-quarters of American adults who use the Internet have witnessed online harassment. Forty percent have experienced it themselves. Through the Wholesome Button, the brand hopes people will start viewing the world through the lens of acceptance and see all types of diversity as wholesome. Our goal isn’t one that we quantified, only to inspire Americans to pass along the message of acceptance in a shareable way.”

THE CAMPAIGN
Creative Elements/Media: Four digital spots, one of which will also run on television, and a dedicated digital and social media program, media collaborations and PR.
Owned Media: Honey Maid’s owned social channels (YouTube and Facebook).
Third party content partners: Tasty AND Tastemade and Pinterest.
Paid Media: Digital placements on web-based video players leveraging partner TubeMogul. In-Stream and Facebook Video.
Duration: April 4 through September 2016.
Agency Partners:  Droga5 New York created the new spots. Weber Shandwick created the Wholesome Button. Carat is Honey Maid’s Media Agency.

Portada: Do you have examples of how users are already changing their content with the Wholesome Button?
K.P: “Since launch, the brand has seen the Wholesome Button transform Internet pages into content celebrating love, heartwarming family connections and acceptance.”

“The integrated marketing campaign is rooted in digital with four new digital spots, a dedicated digital and social media program, media collaborations and PR.

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Portada: How where the insights the campaign is based on derived on?
K.P: “Honey Maid has long celebrated the many wholesome faces of America because we feel it is important to share stories that represent our consumers. We recognize that while the makeup and day-to-day lives of families have evolved, the idea and importance of wholesome family connections remains the same. The “This is Wholesome” campaign has always shared the stories of diverse, wholesome American families. This latest chapter for Honey Maid is going one step further to celebrate their stories of acceptance and show how acceptance can foster love and friendship within families and among neighbors.”

Portada: How do you expect TV, Social to interact and reinforce each other in this Campaign? What experiences have you made in the past in this sense?
K.P: “The integrated marketing campaign is rooted in digital with four new digital spots, a dedicated digital and social media program, media collaborations and PR.The brand hopes that the latest “This Is Wholesome” campaign will inspire Americans think to about acceptance in their own lives, share the message socially and utilize the Wholesome Button to view the Internet through the lens of positivity and acceptance.”

Portada: What online video properties are you using in connection with the above campaign?

K.P:  “The 2016 creative campaign is being shared through Honey Maid’s owned social channels (YouTube and Facebook) as well as a Digital placements on web-based video players leveraging our partner TubeMogul.”

Portada: What online video type are you using in-stream, outstream, etc.?
K.P:  “We will only be running in-stream and Facebook video.”

Portada: Is this campaign also done internationally, if so in which countries and why?
K.P:  “The 2016 creative campaign will be distributed on TV, online and in cinema through September 2016 in the United States.”

Portada: Does Honey Maid have any content marketing owned properties? Which once are they?
K.P: “We are working with the following content partners: Tasty and Tastemade. We also are running a program with Pinterest.”

Portada: Are there any Hispanic specific ones, which ones?
K.P: “No USH specific content marketing.”

Katrina L. Plummer is the Equity Brand Manager of Honey Maid North America for Mondelēz International.  Mondelēz International is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with billion-dollar brands such as Oreo, LU and Nabiscobiscuits; Cadbury, Cadbury Dairy Milk and Milka chocolate; Trident gum and Tang powdered beverages. Katrina began her career at Mondelēz International in 2012 in Marketing. Over her years at Mondelēz International she worked on many brands including Halls Cough Drops, Swedish Fish, Sour Patch Kids, Teddy Grahams, and Honey Maid. Katrina received her undergraduate degree in business from Loyola Marymount University and her MBA from Georgetown, McDonough School of Business.

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What: Honey Maid, a Mondelēz International brand, has released the latest chapter in the “This Is Wholesome” campaign, which underscores importance of acceptance in the changing American culture.
Why it matters: The new integrated marketing campaign, which started on April 4,  is runing on television and social media. In addition, the company is introducing the browser app Wholesome Button to allows users experience the Internet through the lens of acceptance and positivity. Droga5 NY worked on the creative and Weber Shandwick did the PR and created the wholesome button.  Carat is Honey Maid’s media agency.

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In today’s world, society acknowledges the diversity of American families – yet true acceptance is not always displayed, especially towards the Hispanic community. Honey Maid, a Mondelēz International brand with a legacy of celebrating the diverse fabric of the American family, is embarking on the third year of its “This Is Wholesome” campaign, sharing stories of families who have been brought closer together through one thing: acceptance. Carat is Honey Maid’s media agency.

The latest chapter in the “This Is Wholesome” campaign, focused on capturing the shift from simply acknowledging the diverse fabric of America to actually showcasing how acceptance can foster love and friendship within families and among neighbors.

The integrated marketing campaign, started on April 4, consists of four new digital spots, one of which will also run on television, and a dedicated digital and social media program, media collaborations and PR. Droga5 New York created the new spots. Weber Shandwick created the Wholesome Button. Carat is Honey Maid’s Media Agency.

Running on television and social media, this new integrated marketing campaign spotlights five real families and encourages Americans to view the world through the eyes of acceptance, including the story of a Hispanic father, his son and his son’s partner. “Mis Hijos” chronicles the father’s journey to accept his son and son-in-law.

https://www.youtube.com/watch?v=Z5Yslch_wJo&authuser=0

The other spots include:

Acceptance isn’t always a reality. A recent Pew Research Center survey[1] found that nearly three-quarters of American adults who use the internet have witnessed online harassment.

Wholesome Button

HoneyMaid_MisHijos16In tandem with the 2016 creative launch, Honey Maid is introducing the Wholesome Button – an easy-to-add browser app that allows users to experience the Internet through the lens of acceptance and positivity. Once added, users simply click the “Wholesomize It” bookmark in their bookmarks bar anytime they desire to replace images and headlines on their screen with content celebrating love, heartwarming family connections and acceptance.

“Our new campaign creative taps into a cultural insight that is rooted in the change of the American family dynamic,” said Katrina Plummer, Equity Brand Manager, Honey Maid, Mondelēz International. “This tool truly allows users to view the Internet through the lens of acceptance and positivity, something that is part of our brand DNA,” said Plummer. “By giving people the opportunity to connect with our campaign and share a reimagined world, we hope to bring wholesome families closer together, invite people to think about acceptance in their own lives and even start a dialogue with someone within their own family or community that they have struggled to accept.” In addition to Plummer, the following executive at Mondelez are actively involved in the campaign: Jason Levine VP, Biscuits Equity, Mondelez International and Emmett Schaller Senior Associate Brand Manager, Media & Content.

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  347-840-1311 or e-mail her at jennifer@portada-online.comSEE A DEMO OF THE DIRECTORY!

::: Ikea ::: GOOD THiNS /Mondelez International  ::: Bodytech Corporation – Catterton ::: “Agolescentes”, Volkswagen Latinoamérica ::: Hilton Garden ::: United Airlines :::

  • Ikea

descargaFurnishings giant Ikea has decided to conduct a global global media agency review for its US$ 400 million annual marketing and advertising account. The review will be handled by Consultancy ID Comms. In US alone, the company is said to had spent US$100 million in 2009.Ikea works with various shops across five holding companies for planning and buying in other global geographies. GroupM’s MEC, which has the U.S. assignment, is among those companies and will most probably participate in the review. Read more.

  • GOOD THiNS /Mondelez International 

Mondelez International Introduces New Savory Snack Brand, GOOD THiNS. The brand starts with real ingredients (like wheat, potato and rice), combines them with enticing flavors  and bakes each piece without any artificial flavors, colors, cholesterol, partially hydrogenated oils or high fructose corn syrup.GOOD THiNS will be available in eight varieties at launch:The Potato Ones! (With 60% less fat than the leading regular fried potato chip), Original, Spinach & Garlic, Sweet Potato, The Chickpea One! (Made with real chickpeas), Garlic & Herb, The Rice Ones! (Gluten-free), Veggie Blend, Simply Salt, Poppy & Sesame Seed and Sea Salt & Pepper.Marketing support will spread the good snacking news over the next few months. With the help of agency partners, the brand will introduce three TV launch spots, digital advertising, in-store sampling, shopper marketing programs and consumer activations in select cities.GOOD THiNS is currently rolling out nationwide at a suggested retail price of US$3.69 per box.

  •  Bodytech Corp

logo_bodytechBodytech Corporation (“Bodytech”), the second-largest gym company in Latin America, has announced a significant growth capital investment by Catterton, the largest consumer-focused private equity firm in the world. Catterton’s investment will be used to support and accelerate Bodytech’s continued growth throughout Latin America. Terms of the transaction were not disclosed.Bodytech has more than 140 locations in Colombia, Peru and Chile. Its offerings include full service gyms (via the Bodytech & Sportlife brands), high performance gyms (Bodytech Sports Medicine), gyms for kids (Bodytech Active Kids) and Life Fitness gym products sold for personal and commercial use. Bodytech is focused on building full-service gym locations.Bodytech has approximately 280,000 customers and has grown its annual revenues by 20 percent per year in recent years.

  • “Agolescentes”, Volkswagen Latinoamérica

descarga (3)Kepel & Mata has conducted Volkswagen latest campaign for Volkswagen Gol Latin America. The story is available online in the website www.agolescentes.com. The campaign shows a couple’s journey through Latin America on their own Volkswagen Gol. This is a 100% digital and multiplatform effort. Client’s supervision was in charge of Giselle Fiumara, marketing for VW Latin America.

  • Hilton Garden

D4G5V5rB_400x400Hilton Garden InnHilton Worldwide‘s brand of hotels, has announced the opening of Hilton Garden Inn Iquique in the capital city of Chile’s Iquique Province and Tarapacá Region. The hotel boasts 123 guest rooms, most offering ocean views, and a central location within walking distance of the popular Cavancha and Playa Brava beaches. Hilton Garden Inn Iquique represents the company’s fifth hotel in Chile and latest addition to the brand’s growing portfolio of more than 650 hotels worldwide.

 

  • United Airlines

sA1V-rRi_400x400United Airlines has submitted its formal application to the U.S. Department of Transportation (DOT) for authority to provide service from four of its largest U.S. gateway cities – Newark/New York, Houston, Washington, D.C.and Chicago – to Havana’s José Martí International Airport. If approved, United will be one of the first U.S. airlines to offer customers daily, nonstop scheduled service to Cuba.United’s proposal to DOT outlines its planned service to Havana from hubs serving four of the country’s largest Cuban-American populations. The service would include a total of 11 roundtrip flights per week with daily service from Newark Liberty and one additional Saturday flight (eight weekly flights), along with a Saturday-only flight from Houston George Bush Intercontinental, Washington Dulles and Chicago O’Hare (three weekly flights). If United’s application is approved, service to Havana on these routes will be operated with United Wi-Fi-equipped Boeing 737-800 two-cabin aircraft featuring 16 United First, 90 United Economy and 48 extra legroom United Economy Plus seats.United launched UnitedtoCuba.com to create awareness of the significant economic and competitive benefits the airline’s service would provide.

 

 

annikaAnnika Blockstrand is  Regional Media Director for Latin America at Mondelez International and has assured Portada that they are “moving towards the digital world.” Mondelez brings together well-known global and local snacks brands. In 2012, they reached an US $ 35 billion revenue. Regarding revenue percentage, Latin America accounted for  15% that year. Among its “billion dollar brands” are: Cadbury, Cadbury Dairy Milk, Milka chocolate, Jacobs coffee, LU, Nabisco, Oreo, Tang and Trident.

mondelez.logo1In an exclusive interview with Portada, Blockstrand, one of the speakers at our upcoming LatAm Summit, June 3 and  4 in Miami,speaks about Mondelez´s challenges in Latin America, a region where digital media’s usage is reaching new heights. Blockstrand notes that she is putting a lot of effort in “evangelizing”  Mondelez brand marketers in many Latin American local markets about the  “new media era we are living in.”

Her role at Mondelez is a newly created position, which clearly shows Mondelez´s commitment to the region and the “digitization” of their brands.

Digital budget

Currently, in Latin America  Mondelez on average allocates between 8% and 9% of it’s overall media budget to digital media. “There are more developed countries in the region and others further behind, and so the average percentage of digital media ad spending in the region is not what one may want. In some countries brands reach 4% of digital investment, and in others they reach 23% or 25%,”Blockstrand tells Portada.

The executive claims that brands like Oreo and Trident are helping to boost the overall increase in digital media budgets. Blockstrand notes that the 4 Latin American countries taking the lead in this regard are Brazil, Argentina, Colombia and Mexico, but other countries such as the Dominican Republic also have  a significant digital media budgets in relation to market size.

Portada: Mondelez International Executives in the US recently noted that their goal is for digital media to reach 50% or more of the overall media budget by 2016. What is the goal in LatAm?

Annika Blockstrand: “We need to understand that countries are not all equal. The U.S. market is very different compared to Latin America. We are effectively working on the road leading to digitization, but I doubt that we will be able to double the budget like it will happen in the U.S. In Latam, we already know we are behind these standards, but we’re making short and safe steps, as we want to reach 15% investment in digital budget this year.

We are effectively working on the road leading to digitization, but I doubt that we will be able to double the budget like it will happen in the U.S.

Media Mix

Photo: Andrew Plumb. licensed CC.
Photo: Andrew Plumb. licensed CC.

Portada: In Latin America, TV remains by far the largest media, how do you picture the media mix for Mondelez brands going forward?

Annika Blockstrand: “In Latam, TV is still definitely the media of choice and what we are handling is how to interact with the different screens, not just TV, but mobile, social media, etc., and obtaining greater optimization and reach.

Lots of people watch TV, but there are also many who do not. Therefore, the only way to reach those who don’t is being in digital platforms. What we are seeking is rather the point of interaction between these screens, how they interact and also how people interact with them.”

In Latam, TV is still definitely the media of choice and what we are handling is how to interact with the different screens, not just TV, but mobile, social media, etc.

Portada: How do you pland and buy media?

Annika Blockstrand: “The investment is planned by country and brand. Obviously, there are global, regional and local leaders. Each country has its own budget and decides how to invest based on global guidelines. For this we work with our media agency MediaVest.

Investment is a local matter.

Mrketing-Digital-We consider Media, rather than a means, a  point  of contact with the consumer.  We want to be where the consumer is, and this does not necessarily imply having more budget, but to invest more effectively.

Formerly, the media plan was very linear, and nowadays it is not. It is about adapting and moving towards the digital world  and connecting with the consumer beyond simple message transmission. The digital world is very wide so we  will have to show brand marketers how to use digital media.  We often ask why they want to have a million social media fans and they often do not know the answer. We are working on this, so a fan´s value is known, what he/she is useful for etc. This helps us to think more strategically  about fans. ”

Portada: Caio del Manto, brand planning for LatAm at Mondelez, another speaker at this year Portada LatAm Summit, told us that they work with various digital agencies across the region and that they are looking to consolidate the work for digital media. How will that be? Are you already thinking about calling an agencies contest?

Annika Blockstrand: “Productivity is obviously what we are looking for, at the end of the day the brand is only one; strategy is one, with its local adaptations or local touch, especially on social networks, but the strategy is still one. And by working with so many digital and creative agencies we may be diluting the message. Hence, the idea is to find digital and creative agencies to be in charge of the region. The idea is to join forces to work on the same line. We are analyzing the agency pool. This is quite an extensive job. We also need to revise things carefully to make a diagnosis of our current digital platforms in order to know where to start.”

I doubt that the consolidation of the digital media team will take place in 2014, but it ideally will  by 2015.

Portada: Where will the digital media planning center be located?

Annika Blockstrand: “In a globalized world, I do not see why it should be important where the team will be located phisically.”

Mobile

mobile1Portada: Regardingmobile, How do you contemplate this media platform at Mondelez?

Annika Blockstrand: Mobile is a wager for us. While we are not seeing that  media work by themselves; TV only, Mobile only, this platform is different. The problem in Latin America is broadband, and that not everyone owns a smart phone. That is the reason why we think of mobile separately from other digital media. Right now, we are thinking about how to reach consumer through text messages, so as to reach everyone.

We are trying to leave digital on one side, and mobile on the other.

RTB

Portada: Are you already buying digital media through programmatic trading and RTB in LatAm?

Annika Blockstrand: “The truth is that a small part of the budget is aimed for RTB. Programmatic buying is still quite new and we are testing it.”

2014 World Cup

Brasil 2014 285x188Portada: What are you planning regarding the World Cup in Brazil in the upcoming months?

Annika Blockstrand: “Are you aware of Oreo´s successful case in the Superbowl? Well, we’re thinking something following that line, something to impact. But we still cannot say much.”

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.

  • Hershey

The Hershey Company is launching a global agency review for all media planning and buying, the iconic confectionery marketer announced. According to the company, the agency review will be by invitation only, and all incumbent agencies will be a part of the review process. OMD is the U.S. incumbent. The company spent an estimated $450 million on ads in the U.S. in 2011, according to Kantar Media. Global spending was not immediately available.Late last year, company CEO John Bilbrey said Hershey plans to increase global ad spend by a low double-digit percentage in 2012, partly to support new campaigns for Jolly Rancher and Rolo as well as the new Hershey’s Simple Pleasures, which the company says has 30% less fat than some milk chocolate products. Hershey said it expects to complete the review by next summer. The review includes all paid media, including TV, print, digital and Hispanic for the U.S. business — the company’s largest — as well as Hershey’s growing global businesses. This includes the company’s key growth markets of China, Mexico, India and Brazil.

 

  • Mondelez International

After a review Mondelez International, the company that recently spun off Kraft Foods, decided that  Aegis — which has worked on Mondelez brands across the globe — will pick up the new global communications duties for chocolate and coffee brands. MediaVest, meanwhile, will add these same duties for gum, candy, cookies and biscuits. While the marketer has pared down its roster, it hasn’t totally cut out other smaller global shops. Mondelez “will continue working with a number of partners locally and regionally, beyond Aegis and MediaVest,” the company said.
Mondelez is concentrating on developing markets such as China, Russia and Brazil, where consumption of snack and candy brands is growing as more consumers enter the middle class and engage in “on-the-go” eating. As it looks abroad for more growth, Mondelez is zeroing in on mobile media in all markets in hopes of driving impulse purchases, while connecting more effectively with younger consumers.

  • Carat

Carat, part of Aegis Group, announced that it has acquired a majority stake in  its affiliate Triángulo Publicitario in Santiago, Chile.

  • Labstore (Y&R)

Young & Rubicam is uniting its shopper marketing capabilities in Latin  America under the banner of Labstore, the name of a like unit in Madrid, the  company announced. By the end of the year, new offices will be fully operational  in Argentina, Brazil, Chile, Colombia, Mexico and Puerto Rico and will work  hand-in-hand with the Latin America network of Y&R Advertising.

 

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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.

    • Lexus-T-Mobile

Interactive One has expanded its Latino market influence with the launch of Zona de Sabor , an entertainment news website targeting young, urban Latino Americans. Zona de Sabor serves as a Latino entertainment and news hub, joining an expanding family of Interactive One websites that are leading the category. ZonadeSabor.com is a complement to MiGente.com, Interactive One’s social media site targeting the same demographic, and serves up the hottest music, television, film, and fashion news for acculturated Latinos.”We’re thrilled to have Boost Mobile and Lexus partner with us in launching Zona de Sabor .  Together we will build stronger relationships with the Latino community by providing best in class content,” said Keith Bowen , Chief Revenue Officer of Interactive One. “Lexus recognizes the value of ensuring our readers can access our content anytime, which led them to partner with us to launch Zona de Sabor on the tablet with the goal of providing content for today’s active and on the go consumers.”

    • Quaker Oats

Quaker Oats, a division of Pepsi Co. is preparing to court younger, more diverse mothers, The New York Times reports. The  big news for the Hispanic market is that Quaker is also starting a new campaign   geared toward acculturated Hispanics who are bilingual but use Spanish as  a dominant language. Quaker Oats will be using Television and Newspapers to reach the Hispanic demographic.

    • Mondelez International

Candy and snacks giant Mondelez International will consolidate U.S. media-planning and -buying duties with Publicis Groupe’s MediaVest, while giving Aegis Group more international strategic responsibilities. MediaVest has long handled planning and buying for snack brands — which include Ritz, Oreo, and Wheat Thins — as well as TV and print buying for gum and candy brands, including Trident and Stride. The shop will now assume planning for the gum and candy brands, as well as digital buying. That work had previously been with Horizon Media, which is being cut from the Mondelez roster as the company wants to consolidate its U.S. business with MediaVestThe Mondelez brands spent nearly $245 million on measured media in 2011 in the U.S., according to Kantar Media. The change comes after a lengthy global review that was launched late last year as the marketer began operations as a standalone company after Kraft Foods  split in two on Oct. 1. The other company is Kraft Foods Group, which markets North American grocery brands such as Oscar Mayer and Planters. Its media duties are handled by MediaVest sibling agency Starcom.

 

    • K. Fernandez & Associates – The Rio Grande Valley

K. Fernandez & Associates is opening an office in Brownsville, Texas.  Based in San Antonio, the agency is coming to Brownville,  with a new focus on the Rio Grande Valley market. The opportunity presented itself when one of the agency’s team members, Wanda Reyes-Rice, relocated to the Valley. One of the agency’s clients, Germania Insurance, is active in the Valley largely thanks to the guidance of Fernandez & Associates  which represents the insurer in 100 markets around Texas. The firm also has signed up a new client, Buffalo Wings Rings, on Ohio-based franchise that has opened locations in Edinburg, McAllen and Weslaco. Fernandez Parker sees plenty of opportunity in the Valley in light of significant growth happening here, partly thanks to the migration of affluent Mexican nationals getting away from the threat of violence at home. Many of those migrating to McAllen are from Monterrey, while Tampico supplies most of the Mexican nationals moving to Brownsville, Fernandez Parker said. An example is The Scooter Store, which hired Fernandez & Associates to advertise its mobility products to Hispanic consumers.

 

    • Pfizer

Pfizer, inc. will pay $1 million to Oregon and run advertising nationally to correct prior ad campaigns that allegedly misrepresented risks and benefits of products. The new settlement, filed in Marion County Circuit Court, concerns ads for EpiPen, the company’s injectable form of epinephrine, and Zmax, an antiobiotic.In May, the federal Food and Drug administration issued a warning letter saying an ad called “Max’s Birthday Party” had downplayed the “serious risks” of EpiPen. The ad was issued by a firm called Mylan Specialty, L.P. on behalf of Pfizer. The FDA called for corrective advertising. In June the FDA issued a similar warning over an ad for Zmax, known also as zithromax. Pfizer agreed to the Oregon settlement after the state Department of Justice accused it of violating previous agreements with the state, in which the company agreed to not make misleading claims.In the last 12 months, the state has recovered more than $16.5 million in consumer protection settlements from drug and medical product companies.

 

    •  Zumba

The company behind the popular dance-workout classes recently released a music video on Vevo for a song called “Zumba.” It’s part of a strategy that the company’s CEO Alberto Perlman says he hopes will see Zumba transform from a fitness brand into a broader entertainment and media platform.While Zumba has previously made dance videos for songs used in its classes, the new video uses a track released this past April by Latin pop artist Don Omar that doubles as a promotional tool, dropping the name of the brand several times throughout. It ties into Zumba’s video fitness game on Xbox and Nintendo Wii as well.When the company began via informercials in 2001, it couldn’t have foreseen evolving into a more sophisticated marketer, something that’s happening now as a result of cult following and its explosion into a giant branded empire (as Ad Age reported earlier this year, when reporter Alexandra Bruell took a class with the company’s chief marketer.)In the past six years it has expanded its marketing budget to more than $50 million from just $2 million. Zumba reports more than 14 million weekly class participants in over 140,000 locations across more than 150 countries. That scale has allowed Zumba to begin explore revenue opportunities beyond its fitness classes, including DVDs, apparel a The new music video is entirely in Spanish, so is this a play to bring more Hispanic consumers to classes? Not necessarily. But Mr. Perlman said he’s conscious of not just marketing to English speakers, one reason Zumba classes play songs in various languages. Zumba now has writers and producers in Brazil working on new songs in Portuguese. Others are creating tracks in Hindi based on Bollywood rhythms.

    • Hershey

The Hershey Company is launching a global agency review for all media planning and buying, the confectionery marketer announced. According to the company, the agency review will be by invitation only, and all incumbent agencies will be a part of the review process. OMD is the U.S. incumbent. The company spent an estimated $450 million on ads in the U.S. in 2011, according to Kantar Media. Global spending was not immediately available.Late last year, company CEO John Bilbrey said Hershey plans to increase global ad spend by a low double-digit percentage in 2012, partly to support new campaigns for Jolly Rancher and Rolo as well as the new Hershey’s Simple Pleasures, which the company says has 30% less fat than some milk chocolate products. Hershey said it expects to complete the review by next summer. The review includes all paid media, including TV, print, digital and Hispanic for the U.S. business — the company’s largest — as well as Hershey’s growing global businesses. This includes the company’s key growth markets of China, Mexico, India and Brazil.

 

    • LatinWorks – Target

Target Corp., which has been seeking a way to pursue Hispanic customers through a combination of English and Spanish advertising, said it has named LatinWorks of Austin, Texas, to handle the job. Until recently Target worked with California-based Grupo Gallegos, also an Hispanic ad agency, Target awarded its U.S. Hispanic account to LatinWorks after a three-month review that also included sibling Omnicom Group shop Dieste.

 

    • H-E-B

H-E-B is introducing new components of its Healthy at H-E-B initiative to help customers eat and live healthier in 2013. The new features include a nutrition labeling system and a weekly newsletter filled with healthy tips, recipes and coupons. The Healthy at H-E-B is a comprehensive, long-term commitment to improve the health of Texans and provide them with fresh, healthy food that is affordable and easy to prepare.H-E-B will introduce its health initiatives to customers with a “Total Store Event” from Jan. 2 through 15 that will be packed with cooking and fitness demonstrations and free health screenings during H-E-B’s Second Saturday event on Jan. 12 from 9 a.m. – 2 p.m. H-E-B first launched Healthy at H-E-B for its employees in 2004, and in 2012 expanded the initiative to customers in an effort to address Texas’ growing health and obesity crisis. The initiative includes special offers on healthy food, fitness groups, events and competitions organized around the three critical pillars of health — food, body and life. H-E-B will also continue to sponsor and encourage participation in community fitness events.

 

    • National Pork Board

National Pork Board travels to Texas this week, where more than one of every three residents is of Hispanic descent, to explore opportunities to market more pork to the growing Hispanic population in the United States. The board will meet in San Antonio Jan. 7-9, also conferring with Texas pork production leaders and with Texas and national experts in foreign animal diseases. The Texas meeting continues the board’s tradition of visiting a pork-producing state during January. The board met last year in Illinois and has met previously with state pork leaders in California, North Carolina, Oklahoma and Ohio. “We have successfully focused Pork Checkoff marketing programs on the Hispanic market for a number of years,” Nelson says, “because we know pork historically is an important part of the Hispanic diet. But as the population continues to grow in this country, we need to better understand what we can do to assure that pork continues to satisfy the needs of customers of Hispanic origin.”Board members have invited Ernest Bromley, chief executive officer of Bromley Communications, the nation’s largest Hispanic advertising agency, to discuss marketing trends. Board members also will meet with Dan Marshall, business development director for H-E-B, a major food retailer in the Southwest, review Pork Checkoff marketing programs and tour the Culinary Institute of America in San Antonio.

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