What:NGL Collective and Supreme Digital have partnered up to launch EOP comedy (Equal Opportunity Comedy), a Facebook show for the multicultural millennial audience. Why it matters: The joint venture between NGL Collective and Supreme Digital bring two powerhouses in social media together via content development and reaching more than 12 million monthly users organically.
NGL Collective announced a joint venture with Supreme Digital, two leading independent media and entertainment companies focused on super-serving today’s Latinx audience through culturally-relevant content across social media platforms.
The joint venture launches with EOP Comedy (Equal Opportunity Comedy), currently a Facebook Watch show satisfying the cravings of today’s multicultural millennial audience by serving up authentic, quality, smart and relevant comedy, which in its soft launch has garnered nearly 12 million views and more than 40,000 followers in less than a month.
With plans to roll out EOP across other owned and operated and social media platforms in the works, EOP is not about any one culture, but about the sum of the parts that reflects today’s American audience, albeit with a Latinx heart.
“We started this journey to create content that we are passionate about sharing with the world,” said Ben DeJesus, President, NGL Studios. “I am proud to announce EOP as NGL Collective’s first-ever original content venture and what it stands for — LIBERTY & COMEDY FOR ALL!”
EOP is not about any one culture, but about the sum of the parts that reflects today’s American audience, albeit with a Latinx heart.
“We’re excited to be able to join forces with EOP Comedy, as they bring a fresh perspective to comedy within the digital landscape,” said Lance Rios, Co-Founder of Supreme Digital. “Our social strategy, coupled with their content will be a surefire driver of social chatter and engagement that many will be able to enjoy and relate to.”
The first show to launch on the platform was Bodega de Pasion, a hilarious telenovela parody featuring comedian and Miami native, Yamil Piedra (@YPiedra) alongside real life novela star, Adriana Cataño. Bodega de Pasion has already reached 1.5 million views. Other videos have featured the likes of NGL partner and co-founder, John Leguizamo, interacting with Latinx social media sensation, Andy Ortiz (@RadelAndy). EOP also features amazing Latinx and multicultural talent from across the U.S., giving viewers a true cross-section of comedic and cultural sensibilities.
What: NGL Collective has announced the expansion of its publishing division and the arrival of Javier Chanfreau as president. Why it matters: Chanfreau brings his unique experience as a publishing industry veteran to NGL. With his leadership, the publishing division will expand its multitude of solutions and will create new relationships that drive growth.
NGL Collective has announced the expansion of its NGL Publishing division that works with premium Latinx digital publishers to create and implement strategic video revenue growth plans. NGL utilizes its proprietary video technology to create new desktop and mobile inventory with top publishers, leveraging a multitude of brand-friendly video ad solutions. NGL’s team then works with publishers to monetize the inventory created through its direct sales team and programmatic buying partners.
Javier Chanfreau, a publishing industry veteran, has been named President. Chanfreau brings a unique perspective to the NGL publishing team as he comes from the publisher side, most recently as the CEO of Medula Network, which was owned jointly by Grupo Clarin and other major Latin American publishing groups. Previously at Grupo Clarin, Chanfreau also led sales for Latin America and the U.S. Other key leadership positions were held by Chanfreau at major global companies such as Microsoft, Telefonica, Ybrant, and CMD.
Also joining the NGL team are Matias Borrell, Publisher Relations Manager,and Rocio Dominguez, Manager of Demand Side Partnerships, whowill be responsible for establishing and maintaining strategic partnerships with key publishing partners for NGL’s core video platform, as well as display which NGL launched earlier this year. The expanding NGL Publishing team has already secured key publishing groups including Grupo Clarin, OPSA, Infobae and others. New team members will be based in Miami and Buenos Aires, and will report into Ben Leff, NGL Collective, COO and Co-Founder.
“As the leading independent Latinx digital video company, NGL Collective has always been focused on working with our publisher partners to build out video growth strategies leveraging our proprietary technology,” said Leff. “Javier’s experience and deep publisher relationships make him the perfect person to lead our expanding best-in-class team as we continue growing our premium publisher relationships, delivering the highest quality video impressions in our space,” he added.
“I am honored to be named President of NGL Publishing,” said Chanfreau. “My team and I look forward to staying fully engaged with our key publishing partners and creating new relationships as well that drive revenue and inventory growth, leveraging all that NGL has to offer.”
What: David Chitel, CEO & Founder of the NGL Collective, is our guest editorial contributor. In this POV article, Chitel tells the inspiring story that led him to found a company that caters to USH needs, as well as the 300% approach to them. Why it matters: Hispanics are an essential and ever-growing part of the US population. Chitel has over 25 years of experience in the U.S. Hispanic market, and it is companies like his that can really take marketers on the right path towards gaining a better understanding of this elusive audience.
When I started working in the U.S. Hispanic market I was 23 years old. And yes, I’m going to call it the “U.S. Hispanic,” not “Latinx” market. I hope its OK for an OG like me to abbreviate it down even further to “USH,” as it makes for easier reading, but I digress. It was the early 90’s. The place was New York City. It was my first day at SiboneyUSA advertising. My passion for all things “Spanish,” after spending a semester abroad, somehow led me to a career in a market that was for all intents and purposes blowing up in the best possible way.
Little did I know at the time that the USH market was the fastest growing U.S. population sector. USH advertising spending was going up and to the right. There were tons of USH agencies and USH “Centers Of Excellence” (COE’s) popping up everywhere. Univision and Telemundo were the Google and Facebook of our world. The energy of our marketplace was fun, palpable and infectious. Urban Latino magazine was in the process of being born. Their parties were “off the hook,” and filled with New Generation Latinos (NGLs) who saw the future and understood even then that our story was changing. Like all stories, ours in the USH market was one that was constantly evolving, and taking us along with it. But were we just going along for the ride, or did we truly take control of our own narrative?
Flash-forward to 2018, some 25 years later, and here we are. So much has changed but, well, you know the rest. In an OpEd piece I wrote last summer entitled, ‘Wake Up And Smell The Cafecito, The Despacito And the Total U.S. Hispanic Market,’ I expound in 5,000+ words on the roadmap that I feel we need to follow as an industry. It’s worth a read if you have a solid 17 minutes and 53 seconds to spare, give or take a few seconds.
Portada is thrilled to count with David Chitel as one of Portada New York’s speakers. To network with him and all our other brilliant panelists, register here!
Change the story, change the outcome
The truth of the matter is that amidst the extreme change (with a splash of chaos) that our industry is currently experiencing, it’s our job to change the story that, in my opinion, seems to have gotten away from us. Only if WE change the story, can WE change the outcome. So what’s the story I’m hearing out in the marketplace? It depends whom you ask, but for some, it’s “Spanish-language media is dying.” For others, it’s “Total Market is killing our industry,” or “no one can seem to get the in-culture formula right.” To me, it’s all just negative bullshit. No one is immune to the shiftthe media and marketing industry is experiencing for more reasons than I can count on two hands (that’s ten fingers, folks).
Each step of NGL’s in-language, in-culture and in-context “300%” approach serves a purpose and avoids marginalization of any USH segment.
Smart marketers know that the USH market still represents a massive growth opportunity. For instance, USHs currently number 57 million people with a birth-to-death ratio of 8 to 1 (vs. 1 to 1 for non-Hispanics). For those doing the math, USHs will represent upwards of 20% of the total U.S. population by the time the 2020 Census results are revealed. But in today’s increasingly fragmented and niche media marketplace, how can brands reach their “General Market” audiences AND the multifaceted USH audience, and be effective? In other words, how can brands be all things to all people? Well, they can’t, and contrary to “Total Market” thinking, a one-sized approach does not fit all no matter what you wish your P&L spreadsheet to tell you. The marketing world is actually moving in a completely different direction; a more nuanced 1-to-1 direction that absolutely applies to the USH market as well.
Marketers have been studying the USH marketplace for decades and have made significant investments attempting to tap into the dual identity of the so-called “200%” segment. These consumers see themselves as BOTH 100% American AND 100% Latino. But let’s be honest; biculturalism and this idea of USH duality has ALWAYS been a reality in America – think Desi Arnaz, Rita Moreno, Cheech Marin, John Leguizamo and so many others. It didn’t just emerge with millennials and Gen Zers, like Gina Rodriguez or Becky G.
My company, NGL Collective, practices a three-pronged approach that goes deeper – a 300% approach. A more nuanced “sum of the parts” strategy addressing the USH totality, leveraging all of the digital tools and technology available today. Each step of NGL’s in-language, in-culture and in-context “300%” approach serves a purpose and avoids marginalization of any USH segment. After all, the power of the USH market is driven by the power of its totality, not just English-speakers, Spanish-speakers or the “youth sector” as some would lead you to believe. It’s about ALL of it.
IN-LANGUAGE (Spanish creative & media)
When people refer to connecting with U.S. Hispanics “in language,” they mean Spanish. Although it’s clear that U.S.-born Latinos prefer to consume media in English, consumption of Spanish-language media among bilingual Latinos remains high. Upwards of 40% of U.S. Hispanic Millennials are actually foreign-born, and therefore, bilingual or Spanish-dominant. Spanish-language media remains a critical component of reaching and engaging New Generation Latinos (NGLs).
Let there be no doubt, Spanish was and always will be the most efficient way for advertisers to reach and engage large, concentrated masses of U.S. Hispanics. Regardless of Spanish-language TV rating declines, the Spanish-dominant/Bilingual population isn’t “going away.” In fact, when it comes to marketing to U.S. Hispanics, NGL is on the side of both English AND Spanish as necessary tactics.
IN-CULTURE (English or bilingual creative, delivered in a culturally-relevant environment)
When people refer to connecting with Latinos “in-culture” they likely mean to say that Spanish is a possible tactic, but English is the more likely choice. Consider that USHs are the youngest major racial or ethnic group in the U.S. according to the Pew Hispanic Center. Altogether, nearly 6 in 10 U.S. Hispanics are Millennials or younger. Gen-Z will be the first non-White majority generation, largely because of USH population growth. In other words, USHs are driving the growth of the most coveted target demographic groups in the U.S.
It’s all about acknowledging cultural nuances in new and progressive ways without perpetuating stereotypes.
From a creative perspective, brands benefit from added target relevance and connection when their ads have gestures (aka “winks”) made to NGLs through English-language or bilingual creative that indicates you (the brand) understand exactly who they are and what they’re all about. It can be as simple as integrating a cultural cue that NGLs will get, but the rest of your audience will still appreciate. It’s not about “us or them,” or putting NGLs into a proverbial “USH box,” which they hate. It’s also definitely not about doing a translation of a “General Market” spot. On the contrary, it’s all about acknowledging cultural nuances in new and progressive ways without perpetuating stereotypes. For media buyers and planners, there are so many ways to connect with NGLs in-culture. I’m referring to taking your “winking” creative, or perhaps creative that speaks even more directly to NGLs, and placing it in heavily skewed NGL media environments. This should definitely include NGL platforms like Remezcla and Being Latino, bilingual/urban (and even Spanish) radio stations, NGL social influencer programs, NGL branded content programs, NGL musical artist/celebrity associations and beyond.
IN-CONTEXT (English creative, targeting USH in a non-USH endemic environment)
There’s a saying amongst NGL enthusiasts when it comes to speaking to this audience in-context, and that is “culture (often) begets cultures.” It’s to say that New Generation Latinos don’t live every minute of every day of their lives in a Latino bubble. There are many facets of their lives that have nothing to do with being Latino, and everything to do with just being Millennials and Gen Zers. This experience often mixes with other cultures, albeit with significant USH skews. It doesn’t have to be a USH-endemic environment to effectively target bilingual and English-speaking NGLs. For example, anecdotally I can tell you that BET (Black Entertainment Television) tends to garner a high percentage of USH viewers, as does Court TV, late-night sports shows, and countless others. Who knew?
Rather than putting all of our eggs in any one USH basket to over-compensate for the “Total Market” rhetoric that’s flying around, how about we OWN OUR ENTIRE STORY.
It’s as simple as doing a Nielsen and/or Rentrak run against bilingual and English-dominants to create a schedule against which to run your in-culture creative. For digital it can be as easy as checking a USH box on Google or Facebook buying platforms and running an A-B test. The same can be done for any other digital platform (directly or programmatically) if you have the right team managing and optimizing your campaign. It doesn’t have to be a USH-endemic environment to effectively target bilinguals and English-dominants. It’s about finding where they are by using the plethora of data and media tools that buyers and planners have at their fingertips and being forward-thinking with your targeting strategies and measurement.
All of this is to say, it’s time to own up to the fact that the USH market and, frankly the entire media, marketing and entertainment space is evolving at a meteoric rate, the likes of which none of us have ever seen. Rather than putting all of our eggs in any one USH basket to over-compensate for the “Total Market” rhetoric that’s flying around, how about we OWN OUR ENTIRE STORY. Our story has NEVER been about Spanish OR English OR the so-called “Latino Youth.” How many advertisers are even targeting “Latino Youth” (ie. – Latinos under 18)? Our story has ALWAYS been about the sum of the parts, the 23 different nationalities that make up the USH population, the east and the west, the north and the south, the NGLs, the Millennials the Gen-Zr’s and everything in between. ALL of these critical pieces ladder up to a unique, beautiful and supremely powerful USH marketplace that spends upwards of US $2 trillion per year. That’s power and clout, folks. Let’s use it. Let’s embrace it, let’s own our narrative and carry it into the future the way we know how to as an industry. If we change our story, we change our outcome. I’m 300% sure of it.
What: NGL Collective will represent YoAmo Media exclusively in the U.S. Hispanic market, where it will serve as the centerpiece of NGL’s newly-launched ELLA platform. Why it matters: This partnership with the world’s leading Latina media platform will leverage NGL’s video scale and in-house production studio to U.S. advertisers.
With over 45 million followers, YoAmo Media is the leading global media platform for women, as well as the most engaged Facebook brand in any category, in Spanish. It boasts the largest social media female audience and is the most engaged Spanish-speaking media brand on a global scale. Today,NGL Collective has announced an exclusive partnership to exclusively represent YoAmo in the U.S. Hispanic market, where it will serve as the centerpiece of NGL’s newly launched ELLA (Exclusive Latina Lifestyle Access) platform, dually leveraging NGL’s massive video scale and award-winning in-house production studio to U.S. advertisers.
“YoAmo Media is the largest and most engaged Latina media platform in the world. There is no close number two. When you combine that with NGL’s ability to super-serve Latinas across our video platform, the sum of those parts will enable advertisers to connect with the Latina audience at scale right here in the U.S.,” said NGL’s CEO, David Chitel.
As a pioneer of new media and entertainment connecting advertisers and New Generation Latinos through video across platforms in-language, in-culture and in-context, NGL’s Latina audience is verified by the likes of comScore, MOAT, Nielsen and TAG. Combined with YoAmo Media’s proprietary data science technology, NGL’s ELLA platform has the ability to deliver the coveted U.S. Latina audience across paid, owned and earned media like no other.
“YoAmo Media is pushing the limits to combine state-of-the-art data tech and a talented group of editorial and video teams to create the best experience for Latinas in the U.S. and around the globe. We’re thrilled to partner with NGL, a well-respected digital media and entertainment company exclusively focused on the U.S. Latino audience. Our assets are highly complementary,” said YoAmo Media’s CEO, Felipe Servin.
“We’re extremely excited about our exclusive partnership with YoAmo Media, and are looking forward to offering our agency partners Latina-driven initiatives leveraging our full ELLA offering as well,” added NGL’s Chief Revenue Officer, Joe Bernard.
What began as a hugely popular Facebook page centered on shoes and fashion (aka “Zapatos”), YoAmo Media’s verticals have grown to include parenting (Yo Amo Bebe), fitness (Yo Amo Mi Cuerpo), travel (Yo Amo Viajar) and beauty (Stylish). Through cross-pollination each vertical’s organically conceived Latina audience has grown exponentially, yielding 19 million mobile visits, 28 million page views and 130 million video views per month. YoAmo’s ability to deliver content through sponsored video blogs, how-to videos, instant articles, original series and live video events offers advertisers endless possibilities to socially engage and amplify their Latina initiatives.
Source: Facebook Analytics; Socialbakers March 2018.
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 Bruceto 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 People, Entertainment 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.