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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 Latin American consumers right now.

For prior Sales Leads LatAm editions, click here.

  • Mondelez

Mondelez, one of the world’s largest snacks companies, has put its global creative business in review. The review follows a similar mid-2018 review of the company’s media business, according to Adweek.  The first round saw Mondelez consolidating the North American portion with Publicis Groupe’s Spark Foundry on buying and VaynerMedia on planning and digital. The subsequent global review proceeded on a regional basis, with WPP’s Wavemaker and Mindshare winning a majority of work in the AMEA and MEU. Spark Foundry retained most of its accounts in the Middle East and Latin America while adding work in China and Southeast Asia.Mondelez has made several significant changes to its leadership team over the past year, including the appointment of four regional CMOs for North America, Europe, Latin America and EMEA.

 

  • MCM Worldwide

MCM Worldwide, a leather luxury goods brand founded by Michael Cromer and bought out by Sungjoo Group in 2005, has appointed Spark Foundry as its global media agency following a competitive review. PGR Media was the incumbent.Spark Foundry will handle strategy, content, digital buying and data & analytics, across the brand’s U.S., EMEA and APAC markets.

 

 

  • Goya Foods

Goya Foods celebrates in May its first year of partnership with La Moderna in México, Abasto Hispanic reports. This alliance has allowed Goya to successfully expand the distribution of its food products in the neighboring country, where it seeks to continue growing.According to Goya Foods Senior Vice President, Joe Perez, La Moderna is the right vehicle to assist Goya Foods in this expanding effort.Goya Foods is using its´production plant in Texas to send its´products to La Moderna and focusing on northern México, but the brand hopes to continue expanding to other regions of the country.To continue with its global expansion plans, Goya appointed a new Director of International Business Development, according to Joe Pérez, Goya Senior Vice President.

  • Holiday Inn

IHG® (InterContinental Hotels Group), one of the world’s leading hotel companies,  announced the opening of the newly-built 175-room Holiday Inn Express® Lima San Isidro hotel located in the heart of Peru’s bustling capital city. Located at Calle Coronel Andres Reyes No. 492 in the vibrant San Isidro neighborhood, travelers can enjoy the hotel’s proximity to the Jockey Plaza shopping mall, the Huaca Pucllana ancient archaeological site in nearby Miraflores district, and top restaurants and shopping areas surrounding the hotel. Holiday Inn Express Lima San Isidro opens with IHG® Connect, which delivers enhanced Wi-Fi with the fastest speeds in the industry, as well as an auto recognition feature for IHG® Rewards Club members, so guests only need to sign in once to access hotel Wi-Fi at all IHG Connect-enabled hotels.IHG currently has 82 Holiday Inn Express properties located throughout Mexico, Latin America and the Caribbean and 232 hotels across all brands and more than 39,317 rooms throughout Mexico, Latin America and the Caribbean.

  • Inmuebles24

Inmuebles24, the largest real estate portal in Mexico, and FCB&FiRe presented the new campaign “My Home, Your Home” with the concept #MeSientoMexicano (I feel Mexican) shows the feeling of pride that is strengthened after finding a home.
Mexico conquers and captivates for its human warmth, its culture and immensity of options where to live, in each place there is something magical. And “My Home, Your Home” tells the stories of those who are proud of Mexico, either because they were born there or because they decided to be part of it.With this multiplatform campaign that will have an important presence in digital and traditional media, Inmuebles24 tells how Mexico is one of the countries that generates more pride between its inhabitants.Inmuebles24, one of Grupo Navent’s companies, is the most outstanding sales platform with more than one audience in Mexico that has more than 370 million property notices and uses the most advanced technology to deploy sea content more relevant for each user Find the perfect place to live. Quiroga Medios is Inmuebles24´s Media agency of record.

  • MercadoLibre, Inc.

MercadoLibre, Inc., a Latin American e-commerce technology company, announced it intends to offer approximately US$1 billion of common stock. The company reported it also intends to grant the underwriters a 30-day option to purchase up to US$150 million of additional shares of common stock.MercadoLibre then revealed it has entered into an agreement pursuant to which PayPal Holdings, Inc. has committed to making a US$750 million strategic investment through the purchase of common stock. MercadoLibre noted that in a separate agreement, an affiliate of Dragoneer Investment Group has agreed to purchase US$100 million of Series A perpetual convertible preferred stock. The PayPal and Dragoneer investments are contingent upon the closing of the public offering and are expected to close at the same time or shortly after the public offering.Founded in 1999 and headquartered in Argentina, MercadP Libre provides solutions to individuals and companies buying, selling, advertising, and paying for goods online.

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

 

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.

For prior Sales Leads LatAm editions, click here. 

  • Mars Inc. 

Giant CPG conglomerate Mars Inc. has announced the end of a global media review that started in January of this year. The company, which spent US $745 million on paid media in 2017 according to Kantar Media, is consolidating all its media planning & buying duties with WPP’s GroupM. Mars Inc. is one of the biggest advertisers in the world, with an average yearly spent of US $1.5 billion on paid media.

 

  • Avianca Brasil

Avianca Brasil has appointed W3haus as its new digital agency, following a pitch in which 7 other agencies participated. W3haus will handle the airline’s social networks, expand the brand´s communication, generate content to raise awareness, develop media strategies and build brand equity.

 

 

 

 

  • Hyatt Place

Hyatt Hotels Corporation  announced that Hyatt Place San Pedro Sula is officially open, marking the second Hyatt-branded hotel in Honduras and fifth Hyatt Place hotel in Central America. The new hotel features the Hyatt Place brand’s intuitive design, casual atmosphere and practical amenities for multi-tasking travelers, such as free Wi-Fi and 24-hour food offerings. The hotel is owned by Latam Hotel Corporation, which currently owns six hotels and convention centers in its growing portfolio, and operated by GHL, a Colombian based group with 70 hotels owned or under management in Latin America.

 

 

 

  • Mondelez

Mondelez has concluded a global media review that started earlier this year, the company has confirmed. GroupM´s agencies Wavemaker and Mindshare has been assigned large portions of Europe and Asia. North America duties were awarded earlier to Spark Foundry and VaynerMedia. Latin America stays with incumbent Spark Foundry.

 

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

  • Amazon

Amazon has announced that its´ virtual assistant Alexa will soon speak Spanish as the company prepares to localize its smart virtual assistant for its first Latin American market. As of today, the Alexa Skills Kit (ASK)  — a set of self-service APIs and tools for adding skills to Alexa — is available for developers to begin building voice-enabled features for consumers in Mexico. No date has been given for Alexa’s launch in the country, but it will be “later this year,” according to the company. With the addition of Mexican Spanish, Alexa will now be localized for 11 markets, though just six languages. Indeed, Alexa is available in English (U.S., U.K., India, Canada, and Australia), French (France), German (Germany), Italian (Italy), Japanese (Japan), and Spanish (Spain and Mexico).

 

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

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

For prior Sales Leads editions, click here. 

  • Mars Inc. 

Giant CPG conglomerate Mars Inc. has announced the end of a global media review that started in January of this year. The company, which spent US $745 million on paid media in 2017 according to Kantar Media, is consolidating all its media planning & buying duties with WPP’s GroupM.Mars Inc. is one of the biggest advertisers in the world, with an average yearly spent of US $1.5 billion on paid media.

 

  • Curacao/Pantaya

Curacao, ranked among the top 50 retailers in the US, is addressing the needs of the Latino community and their shopping experience by partnering with PANTAYA to provide their customers access to the latest movies in Spanish from México and all Latin America starring top Latino stars like Omar Chaparro in “No Manches Frida”, “Una Mujer Sin Filtro” with Fernanda Castillo and Eugenio Derbez in “Instructions Not Included”. Current customers with a Curacao credit card who purchase a laptop or cellphone over US$599, will get 0% financing, a free tablet, and three months of PANTAYA for free. New customers who apply for the Curacao credit card (if approved) will receive a free smartphone with carrier Metro PCS, one month of service and activation for free, and three months of PANTAYA. Teylez Perez, Senior Vice President of Marketing, PantaYA at Lionsgate is a member of Portada´s Brand Star Committee.

 

  • Mondelez

Mondelez has concluded a global media review that started earlier this year, the company has confirmed. GroupM´s agencies Wavemaker and Mindshare has been assigned large portions of Europe and Asia. North America duties were awarded earlier to Spark Foundry and VaynerMedia. Latin America stays with its current agency, Spark Foundry too.

 

 

 

 

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

 

  • Albertsons Companies

Albertsons Companies, Inc. announced that it has mutually agreed with Rite Aid Corporation to terminate their previously announced US$24 billion merger agreement. Under the previous deal, the companies combined would have operated approximately 4,900 locations, 4,350 pharmacy counters and 320 clinics across 38 states and Washington, D.C. Albertsons Companies pharmacies would have been rebranded as Rite Aid.Albertsons Companies is one of the largest food and drug retailers in the United States, with stores across 35 states and the District of Columbia. Last year, the firm  acquired part of the El Rancho Supermercado chain in Texas, which primarily serves Hispanic customers, to keep on investmenting in the growing Latino grocery sector.

 

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

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!)

Bárbara Pipan is the new marketing director of chocolates for Mondelēz Cono Sur. She will be responsible for the strategy of the brands Milka, Cadbury, Shot, Toblerone, Mantecol, Tita, and Rhodesia.

 

 

 

 

 

Masayuki Konose has been appointed president of Brother. Konose first joined the company in october of 2017, where he most recently served as senior marketing director of BMG for Latin America.

 

 

 

 

 

 

Marketer Marcelo Girotti has become the CEO of Grupo BGH. He joined the company in 2015 and comes from Global Crossing Latin America & Caribbean where he was CMO and sales VP.

 

 

 

 

 

 PepsiCo has hired Axel Flugel as new director of corporate affairs for Central and South America. Prior to this role, Flugel held the role of communications manager at Unilever.

 

 

 

 

 

Forcepoint just announced the appointment of  Wagner Tadeu as new sales VP for Latin America. Prior to this role he served as general manager for Latin America at Clicksoftware, Pure Storage and NetApp, as well as VP of Latin America at Symantec.

 

 

 

 

Pedro Saenger joins the company Veritas Technologies as regional VP of Latin America. In this role, Saenger will lead sales and marketing to create value for clients in all the dynamic markets of México, Central America, the Caribbean and South America.

 

 

 

 

 

Liz Moe has been promoted to the position of global executive director for the markets of EMEA and Latin America by Interbrand. Previously, she served as marketing and communications director.

 

 

 

 

Jaime Miller has been named the new CEO y general manager of Zonamerica Colombia. Prior to this, he held the role of commercial director.

 

 

 

 

 

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!)

Spark Foundry has announced the appointment of Chris Boothe to the role of Global Brand President. Boothe, who currently serves as CEO of Spark Foundry USA, will focus on further scaling Spark Foundry’s brand proposition across 60 global offices in 35 countries.

 

 

 

 

 

Contently, a content marketing solution, has announced the promotion of Henry Bruce to the role of Senior VP of Marketing. Bruce will lead Contently’s strategy to give marketers solutions to create engaging, accountable content at scale.

 

 

 

 

ESPN has appointed Ricardo Zúñiga as Deputy Coordinating Editor for ESPN’s global digital content team.  Zúñiga will report to Patrick Stiegman, Vice President and Editorial Director of global digital content.

 

 

 

 

 

SuperAwesome has announced that it has appointed Incisive Media founder Tim Weller as Non-Executive Chairman of its board of directors.

 

 

 

 

 

Former Telemundo exec Joe Bernard is the new Chief Revenue Officer at NGL Collective, reported MediaMoves. In his new role, Bernard will drive revenue and oversee the monetization and creation of new and existing lines of business within the organization.

 

 

 

 

Mondelēz International has announced that it has named Martin Renaud as Global Chief Marketing Officer. In this position, Renaud will be accountable for marketing the company’s portfolio of brands.

 

 

 

 

 

Jeremy Burton, chief marketing officer of Dell Technologies, is stepping down from his position.

 

 

 

 

 

Meredith has revealed a restructuring of its sales and marketing teams, organizing the former Time Inc. titles into a series of portfolios containing existing Meredith brands, each led by an individual group publisher. Changes include:

 

 

Bruce Gersh who was promoted from GM to EVP and president of PeopleEntertainment Weekly, and People en Español, will oversee a subgroup of publishers.

 

 

 

 

Mike Schneider has been promoted to serve as group publisher of Fortune and Money until those titles are sold.

 

 

Similarly, Danny Lee, who had been VP of brand sports sales for Sports Illustrated and SI Kids, will take over as publisher of Sports Illustrated.

 

 

 

 

 

Jorg Stratman has been promoted from VP and group sales director to publisher of Time.

 

 

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 Isabel Ojeda at isabel@portada-online.com.

For prior Sales Leads LatAm editions, click here. 

  • Mondelez

Mondelez International, one of the world’s largest snacks companies and advertisers, has launched a global media review. “We launched a global media review as our current assignments are coming to an end,” a global Mondelez representative told Adweek. “With this review, we’re taking a new look at our media buying in order to address key changes such as programmatic, transparency and e-commerce and better equip our company for the next three years.”In late 2015, Mondelez effectively split its global media account between Dentsu’s Carat and Publicis Groupe’s Starcom MediaVest (now Spark Foundry), with the former handling the business in the Asia-Pacific region, Europe and North America and the latter responsible for Europe, the Middle East and Africa as well as Latin America.Mondelez spent approximately US$210 million on measured media in the U.S. in 2016 and just under US$170 million last year. International consultancy R3 estimates the company spends between US$1 billion and US$1.5 billion around the world annually, according to Kantar Media.

  • Kimberly-Clark

Consumer packaged goods giant Kimberly-Clark has launched a global creative review, Adweek first reported.  The review includes only creative. WPP’s Mindshare, part of its GroupM unit, handles media planning and buying and is not part of the review. Although K-C has increasingly taken programmatic operations in-house.

 

 

  • Marriott International 

Marriott International has appointed Publicis Groupe’s SapientRazorfish and Spark Foundry as its global media agency of record to oversee all media planning and purchasing. The collaboration with Publicis Groupe will take a performance-driven, customer-centric approach to the art and science of marketing through a dedicated Marriott One Media team working with Marriott’s internal media teams around the world. Pubicis Groupe will optimize international marketing campaigns, personalize and localize targeted media efforts across a diverse set of markets to showcase Marriott’s best-in-class commerce and first-to-market technology. Publicis Groupe will leverage pioneering technology and a forward-thinking approach to reach and connect with consumers at the right moment among established and emerging markets including North America, Europe, China, Africa and Latin America.Over the past year, Marriott has grown to 30 brands with 6,500 hotels located in 127 countries, and more than 110 million members of its loyalty programs – Marriott Rewards, which includes The Ritz-Carlton Rewards, and Starwood Preferred Guest (SPG).

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

  • Zurich

Zurich Insurance Group (Zurich) accelerated the growth of Cover-More Group (Cover-More), its specialist global travel insurance and assistance solutions business, by entering into agreements to acquire the leading providers of traveler assistance in Latin America.The acquired businesses operate under the Travel Ace and Universal Assistance brands.The transaction encompasses 19 legal entities operating throughout Latin America, most notably in Argentina, Brazil, Chile, Colombia and Mexico. Under Zurich’s ownership, the acquired operations will form Cover-More’s Latin America hub. The acquired businesses will continue to use the well-established Travel Ace and Universal Assistance brands, according to Zurich.Cover-More Chief Executive Officer Mike Emmett said the transaction was an opportunity to reshape travel assistance in Latin American markets by deploying Cover-More’s specialist expertise.Financial terms of the transaction were not disclosed. The transaction is expected to close in the second quarter of 2018.

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.

For prior Sales Leads editions, click here. 

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

 

  • Mondelez

Mondelez International, one of the world’s largest advertisers, has named Spark Foundry as one of its’ new partners for MDLZ North America as part of a global media review effort, Adweek has reported. Publicis Groupe agency will handle media buying duties in North America, while VaynerMedia gets the digital and planning portions of the business. According to Kantar Media, Mondelez spent approximately US$210 million on measured media in the U.S. in 2016 and just under US$170 million last year. International consultancy R3 estimates the company spends between $1 billion and US$1.5 billion around the world annually.

 

 

  • Coke, Sprint, VW

Telemundo teams up with Coca-Cola®, Sprint and Volkswagen for the network’s exclusive Spanish-language coverage of the 2018 FIFA World Cup Russia™. Match halftimes and post-games will be presented exclusively by Sprint and Coca-Cola, respectively, and Volkswagen will present the network’s primetime show.As an official FIFA partner, Coca-Cola will be the presenting sponsor of the Telemundo Deportes Post-Game, “El Resumen del Partido,” for all 64 World Cup matches as well as the in-game match clocks. Powerade, also a part of The Coca-Cola Company family of brands, will have brand exposure during the tournament window with socially-led activations.Sprint will work with Telemundo Deportes as the official halftime sponsor of all 64 matches. Volkswagen will bring audiences the best action, highlights and commentary from the tournament as presenting sponsor of the network’s primetime show exclusively dedicated to the FIFA World Cup, airing nightly from 7-8 p.m. ET. Telemundo will offer some 1,500 hours of coverage and according to Adweek, with 100 days to go before the Cup competition begins, the network’s ad inventory is almost 75% sold with more than 20 total advertisers on board. U.S. men’s soccer team failed to make it into Cup competition. While that could hurt Fox’s English-language broadcast in the U.S., there are a number of teams from Spanish-language countries in the Cup that will appeal to Telemundo viewers.

 

 

  • Danone

Yogurt maker Danone has named WPP’s Wavemaker as its’ new media agency in North America, Adage has reported. Carat was the incumbente on Danone’s media business and Spark had WhiteWave’s media account. The assignment covers the Danone portfolio across the United States and Canada.

 

 

 

 

  • Marriott International 

Marriott International has appointed Publicis Groupe’s SapientRazorfish and Spark Foundry as its global media agency of record to oversee all media planning and purchasing. The collaboration with Publicis Groupe will take a performance-driven, customer-centric approach to the art and science of marketing through a dedicated Marriott One Media team working with Marriott’s internal media teams around the world. Pubicis Groupe will optimize international marketing campaigns, personalize and localize targeted media efforts across a diverse set of markets to showcase Marriott’s best-in-class commerce and first-to-market technology. Publicis Groupe will leverage pioneering technology and a forward-thinking approach to reach and connect with consumers at the right moment among established and emerging markets including North America, Europe, China, Africa and Latin America.Over the past year, Marriott has grown to 30 brands with 6,500 hotels located in 127 countries, and more than 110 million members of its loyalty programs – Marriott Rewards, which includes The Ritz-Carlton Rewards, and Starwood Preferred Guest (SPG).

 

 

  • Mazda Motor Corporation & Toyota Motor Corporation

Mazda Motor Corporation and Toyota Motor Corporation have established their new joint-venture company “Mazda Toyota Manufacturing, U.S.A., Inc.” (MTMUS) that will produce vehicles in Huntsville, Alabama starting in 2021.The new plant will have the capacity to produce 150,000 units of Mazda’s crossover model that will be newly introduced to the North American market and 150,000 units of the Toyota Corolla. The facility is expected to create up to 4,000 jobs. Toyota and Mazda are investing $1.6 billion towards this project with equal funding contributions. The new plant, which will be Toyota’s 11th manufacturing facility in the U.S.

 

  • Tempting Paradise by Sofia Vergara

Entrepreneur, actress and Beauty icon, Sofia Vergara, announces the launch of her new fragrance, Tempting Paradise by Sofia Vergara.The latest addition to Vergara’s scent portfolio evokes the lush sensuality of an island paradise, with delectable fruit and floral notes native to Vergara’s vibrant Colombian homeland.Tempting Paradise by Sofia Vergara launches at Perfumania, Perfumania.com and other retailers nationwide March 2018.

 

 

 

 

 

 

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!

  • Squarespace

Language shouldn’t be a barrier for chasing dreams — which is why Squarespace is now available in Spanish! customers can now use the all-in-one platform with custom templates, a fully translated backend editing experience, and seamlessly integrated e-commerce and analytics capabilities, all in Spanish. Additionally, Squarespace’s award-winning support is available 24/7 for our Spanish-speaking customers.

 

 

 

  • Kimberly-Clark

Consumer packaged goods giant Kimberly-Clark has launched a global creative review, Adweek first reported.  The review includes only creative. WPP’s Mindshare, part of its GroupM unit, handles media planning and buying and is not part of the review. Although K-C has increasingly taken programmatic operations in-house.

 

 

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

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

  • Mondelez

Snack and beverage multinational Mondelez has put its US$200 million North America media planning and buying account up for review. Carat, which won the account in 2015, is the incumbent and will participate in the review, Ad Age reports. The account had previously been handled by Starcom MediaVest. In addition to handling North America media, Carat also does media planning and buying for Mondelez across much of Europe. In all, Mondelez spends about US$1.5 billion marketing its products around the world, according to Greg Paull, co-founder and principal at consultancy R3.

 

 

  • Dunkin’ Donuts

Dunkin’ Donuts has launched a creative review. Hill Holliday has served as the Dunkin’ Donuts’ creative agency of record since 1998. Hill Holliday also handles media buying and planning for the brand, which is not part of the review. It’s not immediately clear whether the incumbent accepted the brand’s offer to defend in the review. A spokesperson for Hill Holliday directed inquires back to the client.

 

 

 

  • Perfetti Van Melle

Perfetti Van Melle, the maker of Mentos, Airheads and other candy and gum brands has appointed Havas Media as its U.S. media agency of record, Adweek reports.The review included incumbent Carat. Out of its Boston office, Havas Media will develop strategy, insights and digital content to promote Mentos and Airheads nationally.Perfetti Van Melle spent around US$29.5 million on measured media in the U.S. last year and over US$10 million in the first six months of 2017, according to Kantar Media.

 

 

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!

  • Ana G. Mendez University System

Agency, Latin2Latin Marketing + Communications, (L2L), has been named the U.S. agency of record (AOR) for Ana G. Méndez University System (AGMUS), a pioneer and leader in dual-language education with campuses in Orlando, Tampa, South Florida, Dallas and Maryland, as well as a culinary school in Washington, D.C.Other high-profile clients recently joining the Agency include Trustbridge Hospice, Latinarrific, Novus Shoes, GYM GUYZ Fort Lauderdale, Elements Massage Fort Lauderdale, The Surgery Center at Doral, Dr. Doggie-Victor Oppenheimer, MARC Institute and South Florida Symphony Orchestra. These are in addition to existing partners, including Badia Handto Shoulder Center, Hispanic Unity, Northwell Health-Lenox Hill Hospital, OrthoNOW Orthopedic Urgent Care Center and PBS Kids.As the AOR for AGMUS in the United States, L2L is responsible for building awareness and driving enrollment for both the university and its unique dual-language model of higher education.  L2L embarks on a further expansion of services by acting as the U.S. marketing arm of Puerto Rican and Latin American corporations and organizations seeking expertise in the United States.

  • CMPB

The California Milk Processor Board (CMPB), creators of the iconic got milk? campaign and its Spanish-language counterpart Toma Leche, are making the holiday season bright with fun family activities, milk and snacks and the popular El Chavo characters dressed as Los Tres Reyes at retail locations across California beginning Dec. 8 through Dec. 21 and from Jan. 4 to Día de Los Reyes (“Kings Day”) on Jan. 6.At participating retail locations, grocery shoppers preparing for the holidays will be able to enjoy a quick snack paired with milk at Toma Leche sampling stations, and partake in celebratory holiday activities including arts and crafts and a Rosca Spin Wheel for a chance to win prizes including Toma Leche and El Chavo tote bags, notebooks and more. Customers at more than 120 Vallarta Supermarkets, El Super, Northgate, Arteaga’s and La Preciosa retail locations throughout California, including Los Angeles, Bakersfield, Fresno, San Diego, San Francisco, Salinas and Sacramento, will be treated to a holiday snack paired with a glass of milk while they shop for holiday meal essentials. The most-watched show on Mexican television, El Chavo was known as a courageous kid in and out of trouble, who entertained generations of fans across Latin America.

  • Amazon

Major ad agency holding companies Publicis, Omnicom and WPP plan to increase their ad spending with Amazon to upward of $800 million, collectively, according to a Wall Street Journal report, citing sources. The Journal says WPP, which currently spends about $200 million annual with Amazon on behalf of its clients, could increase that by 40% to 50% in 2018. Likewise, Publicis also currently spends about $200 million and plans to boost its ad spending to about $300 million next year. Omnicom, which spends about $100 million, is expected to double that amount next year.In the U.S., Amazon expects to generate US$1.65 billion in ad revenue in 2017 and that amount is projected to increase to US$2.35 billion in 2018, according to eMarketer estimates.

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Daniela Landa at daniela@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 CORPORATE 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!

 ::: Mondelez – Dentsu Aegis Network’s Carat, Publicis Groupe’s SMG  ::: General Mills – WPP’s GroupM ::: Bayer ::: Bacardi :::

  • Mondelez

6D3DK65E_400x400The snack food marketing giant Mondelez International has split its US$2 billion global media agency assignment between Dentsu Aegis Network’s Carat and Publicis Groupe’s SMG. The new appointments are effective January 2016.Both agencies are incumbents and competed in a review that began in June . But the marketer has opted to retain both shops.Carat came away with North America (which SMG had handled) while retaining Europe and Asia-Pacific. SMG has been assigned Eastern Europe, Middle East, Africa and Latin America.Mondelez also confirmed that Carat has been appointed its single communications agency for global categories, which includes communications planning.

  • General Mills

glogosocial_400x400General 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. 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.Read more.

 

  • Bayer/ Global

js6tDCe-_400x400German pharmaceutical giant Bayer is looking for a new digital creative and media agency for its Bayer Consumer Care (BCC) division, which includes Bayer Aspirin, Claritin, Afrin and Midol.The company already works with creative agencies JWT and BBDO on brands such as Merck, AlkaSeltzer and Berocca, while WPP’s MediaCom handles all media.Bayer is looking to expand beyond its more “traditional” approach to media, especially TV.

 

 

  • Bacardi/latam

PysfgttC_400x400Bacardi is targeting millennial consumers with a new global campaign celebrating individuals with the “cojones” to “take the stage” and make themselves heard.It marks a departure from the rum brand’s previous marketing push around its heritage, with a campaign entitled ‘Untameable since 1862’.The new TV ad, called ‘The Truck’, attempts to show the world from the perspective of millennials, “capturing the energy of their life” as they embark on a cross-country journey for the ultimate house-party, mandmglobal reports.The campaign – the first to launch since Bacardi handed its ad and media agency accounts to BBDO and OMD respectively – introduces the new tagline, ‘There’s nothing in the way’.

https://youtu.be/Ogs6uD4xlNY

Trump Effect could be positive for Hispanics; Honey Maid profiles Dominican immigrant family; Gannett downsizes; and Clinton ponders Latino campaign strategy.

The Trump effect

Yeah, he talked trash about Hispanics and made people very mad. But you know what? He also got more people to, um, notice Hispanics. And that includes general-market media. Publications including the Business Insider, International Business Times, and the Baltimore Sun (which covered Honey Maid’s “4 de Julio” campaign as part of the larger story), as well as usual suspects like the Yucatan Times, ran articles countering Trump’s egregious remarks by making the same points that Hispanic media outlets and agencies have been making for a long, long time: $1.5 trillion market + 17.1 percent of total U.S. population = important demographic. We told you so!

Honey Maid is sweet on Hispanics

“4 de Julio” is one of a new set of TV spots for Honey Maid, the brand that Mondelez International relaunched two years ago. It focuses on the Gomez family, immigrants from the Dominican Republic, talking about what it means to be American. According to Co.Create, along with the 30-second TV spot, the brand made short documentaries profiling three of the families featured in the ad. The campaign from Droga5 extends the #ThisIsWholesome theme, which aims to showcase American diversity by featuring same-sex parents, biracial couples and blended families.
[youtube https://www.youtube.com/watch?v=tsxFM_P5cr4&w=560&h=315]

Sell Clinton like Coke

HillarySpeaking of general market pubs covering Hispanic issues, BuzzFeed ran an article on a potential Hispanic marketing strategy for the Hillary Clinton campaign. BuzzFeed reported, “The campaign is said to be keeping its options open for talent, looking beyond Hispanic political firms that have been brought on for this work in years past to, as an example, ‘go get the firm that does Latino advertising for Coca-Cola,’ said Andres Ramirez, a 20-year veteran Democratic strategist who was part of the local meeting in Nevada.”

BuzzFeed reporter Adrian Carrasquillo spoke to several Hispanic marketing consultants, as well as Hispanic political consultants to get their views on how Hillary should get with Latinos.

Gannet is downsizing

Or maybe we should call it right-sizing. The media conglom spun off its newspaper properties under the Gannett rubric. Now, Tegna Inc., the digital and broadcast company that split from Gannett, is unloading its giant McLean, Va. headquarters complex. London-based Tamares Group will buy the complex and lease part of it back to Gannett. In June, Gannett completed its acquisition of the Texas-New Mexico Newspapers Partnership, and CEO Robert Dickey said that he aims to have newspapers in the expanded chain work more closely together and share assets as USA Today Media Network.

Bromley retires and shuts agency

BromleyExecutives always say they’re leaving somewhere to pursue “other opportunities.” In the case of Ernest Bromley, who founded Bromley Communications in 1981, it’s really true. He’s going after a PhD in consumer behavior, according to the San Antonio Business Journal. Read our full interview with Bromley to hear his thoughts about the current Hispanic marketing landscape and why we need the kind of research that clients won’t pay for.

Local radio up while overall ad spending dips

Kantar Media’s quarterly ad-spending report found that overall dollars were down – and not only because of the extreme advertising for the Olympics last year. Sixteen of the 21 media types Kantar monitors saw lower spends. One of the exceptions was local radio: Hispanic local radio expenditures increased 6.5 percent, while English-language local radio was up 5 percent, thanks to auto dealers, legal services, and healthcare providers. Network radio went down 2.0 percent, and national spot radio dimmed 11.3 percent.

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.

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 Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: N3XO/Bolivia ::: Philadelphia/Brazil – Mondelez ::: Nike/Global ::: Crystal Pepsi/Global :::

  • N3XO/Bolivia

ppMSL Group agency, part of Publicis Groupe, has opened offices in Santa Cruz de la Sierra,Bolivia. This opening is part of an expansion strategy within and outside Uruguay. The agency clients include Hellmann’s, HSBC, Lipton, Mantra Group, RegencyHotels, Mercosur Digital, Samsung, Sedal, SUP, Unilever, Zonamerica, 4G Americas, Cencosud, Clear DirecTV, Dove, and Gameloft.N3XO’s offices in Bolivia will be in charge of Uruguayan Maria Vigo and Agustin Castillo, based in Santa Cruz de la Sierra just over a year.

  • Philadelphia/Brazil

ooMondelez Brazil has introduced a much rounder packaging for its Philadelphia cream cheese that is more convenient to the consumer when dosing the cheese with a spoon.The change in packaging reinforces the visual identity of the Brand as containers are placed more efficiently on store shelves. Mondelez new packaging was launched in September 2014 in Brazil and since January 2015 are available in all shops. Mondelez Brazil chose IML packaging due to its excellent print quality. In addition it has chosen doublesided IML, this is IML labels printed on both sides. This allows more flexibility in messaging the end consumer.

  • Nike/Global

descargaNike won an eight-year deal to make uniforms for the NBA (National Basketball Association) taking over for Adidas after that company’s contract runs out in 2017. Nike will become the first apparel partner to have its logo appear on all on-court uniform designs. The company, which has been a marketing partner of the sports league since 1992, also will make apparel for the WNBA and NBA’s development league.Adidas said in March that it decided not to renew its 11-year NBA partnership Nike will now have the global rights to design and make jerseys, in addition to warm-up outfits and shooting shirts.

  • Crystal Pepsi/Global

lwjRblno_400x400Crystal Pepsi is apparently returning , though details on when and how the 1990s-era cola will return remain murky.Introduced in 1992, the clear cola only lasted a few years. PepsiCo sent its strongest signal yet that Crystal might soon be available again by responding to one of its biggest fans, competitive eating star Kevin Strahle. Mr. Strahle, on Twitter.The apparently imminent launch could follow Coca-Cola’s move late last year to bring back Surge, a 1990s-era citrus-flavored soda. It is unclear if Pepsi plans to make a similar e-commerce play, or if Crystal Pepsi will get wider distribution. In the early 1990s, the launch was backed with a US$40 million ad budget. Crystal’s return comes after soda brand Zevia in May announced it was going “color-free” across its 17-flavor portfolio.

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 Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: Mondelez ::: Ford ::: Dunkin’ Donuts ::: ZUMEX® Group ::: Hot Pockets® ::: Ferrero R. ::: Hot Pockets® :::

Click here for prior Latam Sales Leads issues

  • Mondelez

6D3DK65E_400x400Mondelez has launched a review of its global media buying and planning business in a move to consolidate its roster, according to reports.The agencies competing for the global account are the brand’s two incumbent global media agency networks, Starcom MediaVest Group and Dentsu Aegis Media, according to Ad Age. The two regional incumbent agencies – PHD for the UK and Madison in India – have not been invited to take part in the review.Mondelez, which owns brands such as Oreo, Belvita, Cabury Dairy Milk and Trident, spent an estimated US$1.7bn on global media in 2013.The review is expected to finish by early autumn, with the appointments becoming effective at the beginning of January 2016.

 

  • Ford

5QdIRp9T_reasonably_smallUnder Sebastian Castañeda creative direction, Blue Hive has introduced three new spots for Ford Argentina with the latest technological advances in the automotive industry. The spots aired during the  Campions League final, between Barcelona and Juventus on Saturday. The campaign consists of five spots.

 

 

  • Dunkin’ Donuts

aWjYe13J_400x400NCR Corporation, leader in consumer transaction technologies, has announced that Dunkin’ Donuts has opened its first site in Brazil using NCR restaurant technology and cloud solutions. NCR’s solutions will help the Brazilian location, which is operated by OLH Group to engage consumers more effectively and operate with greater efficiency.With a new style, the chain arrives to Brasília and the neighboring Goiás state with an expanded menu adapted to local tastes. The restaurant chain chose NCR solutions to more easily manage daily transactions and gain insights about store performance. Using NCR’s Aloha point-of-sale software, Dunkin’ Donuts will be able to process its orders and payments in the easiest, fastest way possible, increase speed of service, and improve its operating efficiency. Each new item or price change on the menu is automatically synchronized, simplifying management’s daily work.

  • ZUMEX® Group

CGpNnYOXAAAu-_pZUMEX® Group, a worldwide leader in developing innovative technology for juice, is looking to awaken the passion for natural juices and green smoothies through its platforms on Facebook, Twitter, Pinterest and Instagram with its new “Refresh your world” campaign, which promotes changes in eating habits.ZUMEX® Group, a world leader in designing and manufacturing innovative solutions for squeezed fruits and vegetables, has presence in more than 80 countries through an extensive network of distributors and its four own offices (US, Mexico, UK and France), which give support to the plant, located in Spain (Moncada-Valencia).

  • Hot Pockets®

descargaHot Pockets® sandwichs fans can now enjoy their favorite flavors packaged in bite-sized and in 7 varieties. Hot Pockets® snack and breakfast are available in all Walmart stores from June 2015.

 

  • Ferrero

vwaSocPf_400x400Italian confectioner Ferrero has appointed PHD for its media duties in emerging markets.The appointment follows a six-month review that included five agencies. Mindshare was the main incumbent on the account, while ZenithOptimedia held the business in the Middle East.In 2014, Omnicom Media Group assumed the brand’s global media buying and planning business in markets including Australia, the UK, the US, and Russia.

 

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

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

Click here for prior Sales Leads issues.

  • quiroga Publicidad

Media Buying Agency quiroga Publicidad has opened an office in Orlando, FL targeting the U.S. Hispanic market. quiroga Publicidad has offices in several Latin American countries including Mexico, Colombia and Argentina. The agency’s clients include Nikon, Barcelo Hoteles and Alcatel.

  • Nissan

Azteca America announced that it has signed Nissan as presenting sponsor of the Liga MX Games on Azteca stations through March, 2016 in a total of 27 markets. This deal reflects the Station Group’s ongoing efforts to execute national marketing opportunities with local extensions for client partners.

  • KIA MOTORS

yyGwmBoj_400x400Telemundo and Kia Motors America (KMA) have partnered on the network’s brand new web series “El Maestro: Unplugged” , which launched on Thursday, May 21. Starring Latin Grammy® winner Luis Enrique, the ten-episode web series follows three up-and-coming artists as he offers advice on how to achieve success in the music industry. Luis Enrique will be featured in the 2016 Kia Sorento and each episode will feature an artist discussing his or her dream of making it in the music industry while taking an inspirational ride in the 2015 Kia Soul. The web series will roll out three new episodes each week, with the finale airing on June 11. This is the first time Kia and TELEMUNDO have partnered for an original web series, which will include on-air promotions and related digital activations.As the official sponsor of “El Maestro: Unplugged,” Kia’s sponsorship will include integration of the 2015 Kia Soul and 2016 Kia Sorento in each episode, a Kia-branded custom landing page for ‘El Maestro’ within Billboard En Español, and weekly social posts highlighting the Kia brand on Facebook, Twitter and Instagram.

      • Mondelez

6D3DK65E_400x400Mondelez has kicked off a review of its global media buying and planning business in an effort to consolidate its roster.The agencies competing to share for Mondelez’s global business are the company’s two incumbent global media agency networks, Dentsu Aegis Media and Starcom MediaVest. The groups will seek more business across five regions and multiple snack categories, including the company’s Gum and Candy, Biscuit and Chocolate divisions. Mondelez’s two incumbent regional agencies — PHD for UK and Madison in India have been invited to participate in the review.The review is expected to close by early fall, with appointments effective on Jan. 1.Mondelez, which touts snack brands like Chips Ahoy, Wheat Thins and Ritz, spent US$1.76 billion on measured media globally in 2013, according to Ad Age. In 2014, the company spent us$179 on measured media in the U.S., according to Kantar Media.In 2012, when it spun off from Kraft, Mondelez cut its roster to 4 media agencies from 12.

      • Modelo Especial

descarga (3)Constellation Brands has announced that internationally-renowned soccer players Clint Dempsey and Miguel Layún will serve as brand ambassadors for Modelo Especial, a pilsner-style lager brewed for 90 years in Mexico. The brand, which recently became the second most imported beer in the United States, has partnered with Dempsey and Layún as part of its summer marketing campaign, which begins today and centers around the sport of soccer.The summer campaign positions Modelo Especial as the “Official Beer of the Beautiful Game” and offers consumers a chance to win a trip to meet either Clint Dempsey or Miguel Layún and watch them play in a regular season match. Layún, a member of the Mexican national soccer team and star player for Watford, England, joins Clint Dempsey, the U.S. men’s national soccer team captain and Seattle Sounders FC player, to support the brand with a series of activation programs. Both players are expected to play in the 2015 CONCACAF Gold Cup, an international soccer tournament with 12 qualifying nations from North America, Central America and the Caribbean. The Gold Cup takes place in the United States from July 7-26, 2015.

      • “para chuparse los dedos”/KFC

descargaKFC has launched a new Hispanic marketing campaign called “ para chuparse los dedos,”  created by the Louisville-based KFC Hispanic agency of record, Scoppechio.The campaign announces the return of one of the most famous slogans in advertising history, “Finger Lickin’ Good™.”The new Hispanic work includes TV, digital, radio and out-of-home components to celebrate the Colonel’s timeless menu and the value Hispanic families place on a home-cooked meal. In the television spot, a young mother finds herself hosting a surprise family reunion when loved ones unexpectedly drop by. Stunned yet excited, she realizes she has nothing to feed them— but KFC saves the day. Everyone gathers to enjoy a family meal from KFC, featuring new Kentucky Baked Beans with Pulled Chicken, and, of course, KFC’s Original Recipe® chicken that is always “Finger Lickin’ Good™.”The Hispanic TV spots premier nationally May 25 on Univision, Galavision, UniMas, Telemundo, Fox Deportes, ESPN Deportes and Mun2.

  • Zico 

descarga (2)Jessica Alba is coming back for year two of Zico’s “Crack Life Open” campaign. The new summer ad comes as the coconut water category continues to expand beyond the confines of shelves at Whole Foods and into the mainstream. Zico sales increased from US$86 million in 2013 to US$115 million in 2014.Brand Zico spent a little more than US$8 million on measured media in 2014.For the sopt, Zico is expanding its multimillion dollar national campaign to more “digital, custom content and influencer programs across the U.S.” said Zico spokeswoman Amy Driscoll.Zico’s campaign is by David & Goliath, which picked up the account in February after it was previously handled by Butler, Shine, Stern & Partners.The brand is using Ms. Alba again because she juggles so many aspects of her life and is relatable to consumers, said Lorna Peters, Zico’s chief marketing officer, and David & Goliath’s Chief Creative Officer Colin Jeffrey. The ads feature illustrations of floral designs from illustrator Adam Larson that accompany images of Ms. Alba in a white dress set to a blue backdrop. The campaign features lines such as “Feel beautiful on the inside” and “Flourish from the inside out.”The campaign will be supported with print, out of home and digital ads as well as experiential, Ms. Peters said. Zico is owned by Coca-Cola Co.The campaign will be featured through out-of-home, digital and social in addition with its TV spot. We “didn’t want anyone to overthink coconut water,” Mr. Gallego said. “You should find simpler moments in life.”

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More and more major clients are embracing programmatic buying and, as importantly, they are keen on keeping the data obtained through their digital buys all to themselves. Mondelez just announced a global online video partnership with TubeMogul (press release). The partnership aims at optimizing Mondelez International’s online video advertising strategy – including media planning, buying and ad serving − using TubeMogul’s software. Interestingly, the partnership takes place directly between the platform provider and the client and not with Mondelez’s media agency (Starcom Media Vest), although the agency will be involved.

“Why would I not buy media in a way that I can get data back and use it to make smart decisions?”. Bonin Bough, VP of global media and consumer engagement at Mondelez International, said during a panel at the Cannes Festival. Heineken is working on a similar strategy. The gang of marketers directly controlling their exchange-traded media platforms keeps getting larger, Adexchanger notes. Its membership now includes Kimberly-Clark, Kellogg’s, American Express, Procter & Gamble, Allstate Insurance, 1-800-Flowers and Unilever.

Why would I not buy media in a way that I can get data back and use it to make smart decisions?

Kimberly Clark and Kraft are two major CPG’s that are also working directly with DMP’s, DSP’s or other digital platform providers (in the case of Kraft it is DMP Turn). Both company’s programmatic platforms also include the U.S. Hispanic market.

Focus on U.S. and Canada

Regarding the Mondelēz International – Tube Mogul partnership,  it  reflects the growing trend of utilizing programmatic buying to improve online video effectiveness. Mondelēz International will debut the use of the software in Canada and the United States with potential expansion to additional markets in Africa, Asia, Eastern Europe and the Middle East. Mondelez  allocates about U.S. $200 million annually to global marketing, and 25% of that spend goes to digital advertising. The company -which owns more than 40 snack brands including Oreo and Wheat Thins- estimates that the  digital ratio will grow to 50% by 2016, the majority of which will be devoted to video. Latin America is not a priority for now in Mondelez programmatic expansion. As Annika Blockstrand, Regional Media Director for Mondelez International recently told Portada, “currently, in Latin America  Mondelez on average allocates between 8% and 9% of its overall media budget to digital media.” For 2014, the objective is to increase that ratio to 15%. The share of that spend that is used in programmatic is very low still in Latin America.

caio.del.mantoPortada spoke with Caio del Manto, Brand Planning Lead for Latin America at Mondelez, as part of its interviews series with featured speakers at the upcoming Portada 2014 LatAm Summit #PortadaLat. Mondelez brings together well-known brands in Latin America such as Tang, Clight, Oreo, Lacta in Brazil, Cadbury, Club Social crackers, Halls, Milka, Beldent, Pepitos, Cerealitas, and a long list of many others. Recently, we also spoke with Annika Blockstrand, Regional Media Director at Mondelez in Latin America, who will be another of the keynote speakers at #PortadaLat.

Translated by Candice Carmel
Del Manto is in charge of strategy, planning, and brand positioning of Mondelez International’s brands in Latin America, as well as globally for the Mondelez drinks division.

Mondelez brand planning and positioning process takes about two months, which is thereafter locked in for a long period. This branding takes into account not only sales and business figures and research results, but also involves “imagining the brand” – as del Manto explained to Portada – and planning the idea of a global brand that will connect emotionally with consumers. This overall idea of a brand is then adapted to the different Latin American countries where the product is sold.

“In this process of planning and positioning, we study the target, brand challenges, business challenges that may impact the brand, and the type of brand awareness we want to generate.”

mondelez.logo1“The brand positioning we do is very ambitious,” said del Manto, who added that the positioning is done based on the perception of the brand and not just in terms of its turnover.

We need to generate an emotional connection with consumers.

Del Manto is also in charge of leading the teams that translate these brand positionings into communication activities. In Latin America, Mondelez International works with Mediabrands, Starcom’s media planning and buying agency. As for creative agencies, it works with Draft on some biscuit brands; with Ogilvy on drink brands in LatAm; and with Saatchi & Saatchi and Wieden & Kennedy on its chocolate brands in Latin America. The digital agencies it works with vary according to the local market.

My job is to ensure that the positioning we create is expressed in the best way possible in our brand communications.

As for how the company specifically handles communication actions for each brand and its relationship with media platforms, del Manto told Portada: “We create our communication processes around the idea of integrating more solutions.”

We think of the whole consumer experience rather than thinking in terms of campaigns.

According to del Manto, “the whole consumer experience involves advertising that is simpler and has more reach through various integrated media channels; we think of it as a consumer journey.”

“What do we have to do to think in this way from the very beginning of a brand communication project, and not only when viewing media channels? This is what we are thinking about now.”

Del Manto will be one of the main speakers at the 2014 Portada Media and Advertising Summit in Miami, and he has anticipated to Portada that he will be presenting specific cases using this mode of thinking about brand communication as a “whole consumer experience.”

Local or pan-regional?

Latinna Pluss. CC.
Latinna Pluss. CC.

“Our communication campaigns mainly depend on which markets the product is stronger and has a greater presence in, but we are increasingly trying to create regional strategies for Latin America because this generates brand consistency,” said del Manto.

“If the brand strategy is the same globally or regionally, it does not make sense to communicate different ideas in each country, but to look for local executions that add value to a regional or global idea,” he added.

We are increasingly aiming to generate expressions of the same brand idea for all of Latin America, with local executions and local insights.

Digital media

Man finger pushing interface use of innovative technologiesDigital media are highly dependent on the local insight Mondelez provides. Del Manto told Portada that beyond the increase in digital media spending, the company is using digital media to create conversations with their consumers.

At Mondelez, we want to generate conversations in the popular culture, and digital media is very interesting in this regard, especially in Latin America.

Social networks and mobile are strong in Latin America, and Mondelez is leveraging them to create partnerships with Google, Facebook, and Twitter, as well as digital and interactive solutions to generate these conversations.

It’s very important that people create the history of the brand alongside the company.

Special programs

Mondelez has special programs for executing its brand positioning in media channels. For digital media, it has a program called “Mobile Future” through which it delivers its brand briefs to different startups, in order for them to propose different ideas for mobile solutions that create new brand experiences.

Another of Mondelez’s special programs is its Innovation Garage in Buenos Aires, where the company addresses specific brand problems from a multidisciplinary perspective—alongside executives in marketing, business, innovation, research, etc.

These programs are putting innovation at the core of the company

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.

Start the year on the right foot with Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Armando Gutierrez at 1-800-937-5322 or e-mail him at  armando@portada-online.com
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  • ConAgra

conagraSpark has won ConAgra’s, the food and grocery products giant, media buying and planning account. Spark already held ConAgra’s digital media business, which it won away from MediaCom in 2011. Now ConAgra is again moving its approximate US $150 million ad spending account from incumbent MediaCom, which had handled the reins for more than 10 years. Spark continues to land new accounts after only two years of converting to a major full service agency. Last month it won the US $40 million REI account away from OMD. In the past year it has pulled in more than 15 new pieces of business with expenditures totaling US $800 million.

  • Mondelez

Mondelez plans to spend half its Ad budget on digital By 2016.Therefore, is expanding its social media campaigns to more “challenged” brands such as Trident and its other gums.According to the company’s North American president Mark Clouse, its digital platforms have proven to drive twice the ROI of traditional TV advertising. He pointed to an Oreo promotion on Twitter where free packs were given to the first 20,000 people who sent a tweet to a particular hashtag. He said the Oreo Facebook site has 35 million fans and social media has helped the brand double its sales two years in a row. Expanding ad dollars in digital to 50% in three years would be at the top end of the ad dollar shift.

  • Magna Global

Magna Global has committed about US $100 million of clients’ marketing dollars (including agencies like Initiative and UM) to Google properties, such as YouTube, the Google online display ad network and its mobile platform. It’s the first time Magna has struck such a deal with Google, which last year did similar deals with MediaVest and Publicis digital agencies. Following the deal, Magna gets access to Google ad research data.This deal is similar to that achieved by Starcom MediaVest Group made with Microsoft and its digital properties. All these deals are now including ‘first looks’ at consumer research from the digital platforms that will help the agencies better target their ads for clients.

  • Ram 1500

juanesram 1500The Latin Rock musician Juanes (photo) introduced Ram 1500 latest spanish-language commercial in their extended partnership on the “A Todo, Con Todo” (“To Everything, with Everything”) Spanish-language advertising campaign. The new TV spot featuring Juanes’ new hit single “La Luz” (“The Light”) is the final part of an ad series promoting the 2014 Ram light-duty truck centered on Juanes and his road crew.The new “A Todo, Con Todo” prominently features Juanes performing “La Luz” on stage while also focusing on his road crew’s efforts to set up for his concert “once the lights go out.” Juanes and his crew relied on the Ram 1500 to move heavy stage equipment from city to city so they can deliver fan-pleasing performances.The 30-second Ram spot, both continues the campaign’s emphasis on the values of hard work and determination shared by the brand and Latin cultures, and highlights the innovations of the 2014 Ram 1500.it also highlights the idea of how they have both worked together to deliver a performance for music fans and truck owners alike.Launched in December 2013, “La Luz” is Juanes’ latest single of the album “Loco De Amor,” scheduled for release on March 11, 2014.The Spanish-language Ram Truck TV ad will run nationally on the Univision and Telemundo networks.

  • Budweiser

rise one budweiserBudweiser launches “Rise As One” global marketing campaign on behalf of its sponsorship of the upcoming 2014 FIFA World Cup Brazil. As the official beer sponsor of tournament, Budweiser has designed a platform under the “Rise As One” thematic, which will serve to celebrate the moments that unite and inspire fans of the game around the world. Budweiser’s Rise As One campaign will be unveiled to a national audience with the first new TV spots breaking online on March 5, 2014, which will showcase the passion of fans across the world as they come together to celebrate the tournament. The campaign will have global reach through a unified platform including new television and out-of-home advertising, as well as local market activations and initiatives to engage fans in-store, online and across social channels. Additionally, Budweiser will develop and distribute global broadcast and digital FIFA World Cup related content through strategic media partnerships, the details of which will be revealed in the coming weeks.Furthermore, Budweiser unveiled its unique packaging for the tournament, featuring the iconic FIFA World Cup Trophy coined in 1974.

  • Verifone 

ponte pa lo tuyoVerifone has launched a Spanish-language campaign to get New York City’s green taxis equipped with its proprietary payment systems. The message for the campaign is“Ponte Pa Lo Tuyo”, which in English would be would be “Get with it and start making money”. The campaign includes television, radio and print ads. There are a total of three television and radio spots produced by the Epic Sugar agency , and then broadcasted through multiple TV and Radio outlets in and around New York City. A asingle print ad creative will be advertised over the course of 12 weeks on El Diario in NYC.

  • Amazon

amazon&geicoAmazon signed a digital video ad deal with Geico. Geico, will be presenting sponsor for Amazon’s upcoming pilot season when a new group of series pilots produced by Amazon will be streamed through its Amazon Prime Instant Video service.Geico will run ads on the landing page and 15-second spots streamed before each series. The deal also includes ads across Amazon.com, on the Kindle Fire ‘wake’ screen and on Amazon-owned site IMDB.com.This ad deal puts Amazon in competition for advertising with other streaming video sites such as YouTube, Hulu, Yahoo and AOL, along with TV networks.

  •  Dr Pepper

los unicosTelemundo Media partners with Dr Pepper to celebrate one of a kind novella talent through a multiplatform campaign.The campaign is aimed at US Hispanics to celebrate Telemundo’s unique relationship with its talent. This partnership features a close look at the personal and professional lives of three Telemundo novela megastars, and their unique stories.The three “Unicos” are: Litzy, one of Mexico’s television and music stars; Carmen Villalobos, one of the most young telenovela actresses, who stars in the upcoming second season of “El Senor de los Cielos”; and Eugenio Siller, Hispanic television’s leading man and star of Telemundo’s new original production “Reina de Corazones.” This campaign is integrated and multifaceted, but everything spins around Los Unicos dedicated custom digital hub. Each of the three stars will be showcased in their own six-part Web series featured on the digital hub, which also includes custom co-branded banners, photo galleries and the ‘Rank It’ tool that lets fans comment on this campaign. The three stars will also promote their stories on their own social media sites and across Telemundo’s social-media pages. This campaign will receive support via on-air promotion during Telemundo’s “Un Nuevo Dia” morning show and its “Titulares y Mas” sports series, as well as through cross-promotional segments on Telemundo’s sister cable network mun2’s “Reventón” and “mun2 Pop.” Dr Pepper will be integrated in Telemundo’s prime time “Reina de Corazones” series, which will be supported by tune-in messages. Deutsch L.A. is the agency that developed the campaign’s English and Spanish versions for Dr Pepper. The multiplatform campaign includes a 2014 Dr Pepper and Telemundo co-branded calendar featuring 12 Telemundo superstars, which will be distributed by Dr Pepper as a gift, with purchase of Dr Pepper products.

  •  Nascar 

Nascar and ad agency Ogilvy & Mather, New York, will challenge the image of drivers as beer-guzzling good ol’ boys as part of a new brand campaign breaking during Fox’s telecast of the Daytona 500.This will be Ogilvy’s second big campaign for Nascar and will not have a tagline. Instead, all the spots will direct viewers to Nascar.com at the end.Ogilvy’s three new brand spots are designed to work together to promote Nascar’s new 2014 season. Mr. Johnson, Mr. Edwards and Mr. Kahne , riding bikes, jumping rope and kickboxing as well as shots of three of them and their respective race cars being prepped for the track. “Which is the machine?” asks the spot:

Another 60-second spot will focus on how kids see drivers such as Danica Patrick, Dale Earnhardt Jr. and Tony Stewart as “heroes.”Here is the spot:


The last an also 60-second spot called “Change” will highlight the evolution of the sport from its beginnings to billion-dollar present. The spot will feature clips of legendary drivers such as “The Intimidator” Earnhardt as well as a clip of the famous Cale Yarborough vs. Donnie Allison brawl at the Great American Race in 1979 that put Nascar on the map as national TV property. The “heroes and the villains” may change, notes the spot, but Nascar is still Nascar:

http://www.youtube.com/watch?v=rJDyVrZsxdA

As nearly 50% of Nascar fans are women, the spots were first thought for this audience but also to appeal the male audience as well so as it had a serious tone too.

Read previous issues of Sales Leads!

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  • Modelo Especial Chelada

Modelo Especial CheladaCrown Imports is introducing a drink with traditional Mexican ingredients: Modelo Especial Chelada. The Modelo Especial Chelada will be made available at retail locations in California, Nevada, Arizona, New Mexico, Texas and Chicago in October. Modelo Especial Chelada will be supported by National Spanish-language TV which has already begun airing on targeted Hispanic networks in a mix of entertainment and sports programming, including broadcasts of the MLB World Series on Fox Deportes. Modelo Especial Chelada is scheduled for national release in the first quarter of 2014. (Read today’s interview with Jim Sabia, CMO, Crown Imports).

 

  • Mondelez

Mondelez has signed sponsorship deals with the U.S. national soccer leagues for both men and women. In addition, it also signed a three-year deal with star players Clint Dempsey of the Seattle Sounders and Omar Gonzalez of the Los Angeles Galaxy and with Alex Morgan, an Olympic gold medalist who plays for the Portland Thorns in the National Women’s Soccer League. Mondelez also has signed a sponsorship deal with the Las Chivas Guadalajara soccer team.

    • Morris County (NJ(Hispanic Chamber

The Morris County Hispanic-American Chamber of Commerce (MCHACC) has selected Eclipse Marketing Services, Inc. of Morristown, New Jersey to be its Agency of Record, and to represent the Chamber in the development of new marketing tactics, media placement, and public relations.

  • Grupo Exito

Grupo Éxito, Colombia’s biggest retail chain, through its Alliance with Banco CorpBanca and Transnetwork Corporation, is introducing a new service for individuals who wish to send money from the U.S. to Colombia.
— With Giros Internacionales Éxito customers can send dollars from a variety of money transmitters in the United States and receive the money in Colombian pesos at more than 200 Éxito, Carulla and Surtimax stores located in 50 Colombian municipalities. Grupo Éxito is the first retail chain in Colombia to handle payment of international money transfers.

  • CVS/strong

Under a new offering, titled myWeekly Ad, the CVS drugstore chain will use data gathered from its ExtraCare members’ purchases to suggest sale items and make available all ExtraCare savings and rewards offers, The New York Times reports. Users will also be able to build digital shopping lists that can be personalized at their CVS store. The platform will be available on desktop and laptop computers. An ad campaign of $7 million will promote itThe move is aimed at customer convenience but also to fend off growing competition from online retailers. Another goal, according to Michael Sharp of Standard Time, the creative agency for the campaign, is to reach “a younger demographic that spends a lot of time online looking for deals.”

  • JC Penney

JC Penney is reverting to its former logo. The financially troubled retail chain dumped the “fair and square” logo launched by former CEO Ron Johnson in March that simply employed letters JCP inside a box that was reminiscent of an American flag. Replacing it is a logo with the entire JCPenney name—a throwback to its previous logo. The classic logo will appear in TV spots and all other Penney marketing. Penney research has found that its customers “overwhelmingly” prefer the new classic logo, and the chain is hoping it will help draw customers back into the stores

  • T-Mobile

Shakira, the Grammy-winning singer will tout a new unlimited international data service called Simply Global. T-Mobile announced the plan at an event featuring a performance by Shakira, who will hold the title of “T-Mobile collaborator,”.T-Mobile continues to scramble to make inroads into wireless sales of the Big Two—AT&T and Verizon.

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What? Mondelez has signed sponsorship deals with the U.S. national soccer leagues for both men and women. In addition, with star players Clint Dempsey of the Seattle Sounders and Omar Gonzalez of the Los Angeles Galaxy. Alex Morgan, an Olympic gold medalist who plays for the Portland Thorns in the National Women’s Soccer League, also signed a three-year deal with the brand. Mondelez also has signed a sponsorship deal with Las Chivas Guadalajara soccer team.
Why it matters: It’s the largest multibrand marketing effort to date for 1-year-old Mondelez and underlines the importance of soccer as a sponsorship vehicle and its cross cultural appeal.

mondelez.logoMondelez International Inc. has signed a sponsorship deal to become the official snacks partner of U.S. Soccer and announced three individual endorsement deals with the organization’s star players. The company also will be the official snacks sponsor of Club Deportivo Guadalajara, a team in Mexico, when the team plays in the United States.

The  snacks giant will be a marketing partner of the US Soccer League where it will promote its cookie, candy, cracker and gum products such as Oreo, Ritz, Trident and Sour Patch Kids, among others.

A company spokesman would not disclose the financial terms of the deal.

“It’s the start of a movement to help our great brands connect soccer, community and snacking in a way that makes consumers stand up and cheer,” Stephen Chriss, senior director of North America Consumer Engagement and Marketing Services at Mondelez, said in a news release. Mondelez also announced a three-year sponsorship deal with popular Mexican soccer team Club Deportivo Guadalajara — better known as Chivas — for games played in the U.S.

The brands will also promote their relationship with soccer prominently on social media, Mr. Chriss said. Oreo has 34.4 million followers on Facebook, the equivalent of almost 11 percent of the United States’ population. How much the players and soccer team will be featured in traditional advertising has yet to be determined, according to Mondelez.

The deal also could help the company reach the growing ranks of Hispanic consumers, whose interest in soccer is high, according to the NYT.

Among Hispanic men, 14 percent reported frequently watching World Cup soccer matches on television, compared with 7 percent of white men, and 9 percent of Hispanic men reported watching other soccer league matches, compared with 3 percent of white men, according to a 2012 report by Mintel, a research firm.

 

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