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LatinWorks, a full-service cultural branding firm that belongs to the Publicis-Omnicom network, announced the launch of nTrigue, a new strategic business unit designed to expand upon the firm’s media planning and buying operations. nTrigue begun operations last week on April 15th, 2014. It will be spearheaded by Keisha Andrews-Rangel in the role of Managing Director. Rangel joined LatinWorks in 2004 and has served as Vice President of Media Strategy, growing the practice to $100 million in media billings during her nine-year tenure. Initially, nTrique will be handling Latinworks accounts such as RadioShack and Domino’s Pizza but Andrews tells Portada that she is working on several pitches for new clients.

Portada: What is going to change compared to having a media unit within LatinWorks?

Keisha Andrews, Managing Director, nTrique

Keisha Andrews Rangel, Managing Director, nTrigue.: “Creating nTrigue as its own strategic business unit will allow our mindset-based approach to communications planning and buying become an offering that is available for other partner agencies within the Publicis-Omnicom network. And, it will allow us to pursue business opportunities from a media perspective that might otherwise be a conflict for LatinWorks on the Strategy and/or Creative side. Ultimately, we are excited by the biggest opportunity of driving thought-leadership in the cross-cultural consumer media landscape. We have already made great strides in the area of thought leadership through the development of 2 new proprietary tools that we are actively merchandising to clients.”

Is Latinworks not going to do media buying or planning any more and focus on creative?
K.A. R.: “LatinWorks will continue to focus on leading clients as cultural branding experts through Strategic and Creative agency offerings. nTrigue will collaborate and partner with LatinWorks to service clients whose needs are full-service and include strategy, creative and media.”

How has media planning and buying changed over the last 10 years since you joined LatinWorks?
K.A. R.: “The biggest change has been the increasing level of complexity in helping brands truly engage with consumers and drive them to take action. This has been driven by two primary factors: First, the proliferation of digital media platforms and their impact on consumer consumption habits, and , second, the evolution how multicultural consumers self-identify, and being able to reach them through an effective combination of being in the right touchpoint, at the right time, in the right content.”

What clients will you be starting to work with?
K.A. R.: “In the short term, our existing media clients will remain with LatinWorks and continue to receive the same outstanding service and work with the same talent they have come to know and trust. However, we are thrilled that nTrigue is currently in the midst of 4 new business pitch opportunities, so we hope to have several client announcements this year.”

Is nTrigue going to work on a DSP or DMP sort of platform? Does Omnicom have a programmatic platform that is also geared towards the Hispanic market? 
K.A. R.: “We have found great success in partnering with some programmatic partners that are currently in the market. While we currently do not have our own trading desk, this doesn’t mean we won’t be exploring one in the near future or even the potential for one that includes information that can help us deploy tactics more effectively to engage cross-cultural consumers, across all ethnicities.”

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.

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  • nTrigue

LatinWorks, a full-service cultural branding firm, announced the launch of nTrigue, a new strategic business unitdesigned to expand upon the firm’s media planning and buying operations. nTrigue begun operations last week on April 15th, 2014. It will be spearheaded by Keisha Andrews-Rangel, in the role of Managing Director. (Read today’s Interview with Keisha Andrews-Rangel)

  • Kellogg’s

Kellogg’s is launching Días Grandiosos, a mobile app that provides Latina moms with culturally relevant recipes, tips, articles and original content. Designed to empower Hispanic women, information on Dias Grandiosos is provided by real Latinas. Moms have access to authentic and relatable stories from Latinas like them as well as a platform to share what they have learned. Días Grandiosos will also feature inspirational stories of family togetherness, also from real Latina moms. The online community will be accessible anywhere, via browser, smart phone or tablet.“Dias Grandiosos is grounded in the understanding that Latinas are trying to find balance between maintaining their cultural heritage while embracing a more American lifestyle,” said Christopher Rivera, associate director, multi-cultural brand marketing. “We help her find this balance through deliciously nutritious recipes, compelling articles, and relatable stories about real Hispanic women and their families with topics that she cares about and that are relevant to our brands.”

  • Maxwell House

Maxwell HouseMaxwell House, the Kraft Foods’ coffee brand, will spend around US $25 Million in a multiplatform ad campaign, which will introduce new packaging, logos and products, The New York Times reported. The campaign will include digital and social, in addition to television. Seven agencies are involved in the campaign, with Wieden + Kennedy handling creative and Starcom in charge of media planning and buying.The company expects that Wieden + Kennedy, which helped revive the Old Spice brand, brings similar results to the coffee brand.

 

  • Volaris

volarisVolaris, a Mexican airline, has started flights services— twice a week — from L.A./Ontario International Airport to Guadalajara. This move puts the airline in direct competition with AeroMexico, which offers flights to the same destination, for a limited market after the recession. The twice-weekly flights from ONT will be on Sundays and Thursdays. Volaris’ arrival is also significant because it is the first new carrier since 2007 for ONT. Until today, AeroMexico had not only been the lone international service out of ONT but the only carrier to serve the Hispanic market in the Inland Empire. Now the airline plans to return to daily service for the summer. ONT does have a new program meant to promote new service through broadcast and print media. Volaris expressed interest in the program but has not signed up for it to date. It might do so as summer approaches.

 

  • Best Western

best westernBest Western is helping travelers plan, share and win a summer getaway through its new “I Dream of Summer” integrated campaign,which will engage with consumers across the brand’s digital channels. Each week, travelers are able to find new content from Best Western and its partners including suggestions on destinations, tips and tricks on ways to save and insight on summer vacation. Travelers can join in the conversation by using the #IDreamOfSummer hashtag on Twitter, Instagram and Pinterest to share their summer travel plans or receive responses from travel experts. In addition, now through May 9 travelers can create and share their summer travel “Wishlist” through an image generator on the brand’s Facebook page. Participants also have the chance to win a summer vacation via a sweepstakes.  Best Western Rewards members who stay two separate times at any of the brand’s more than 4,000 hotels worldwide a US $50 USD Best Western Travel Card® to use for their summer stays.

  • GO Veggie!

goveggieGO Veggie!, formerly Galaxy Nutritional Foods, has named Whitney Velasco-Aznar Vice President of Marketing. A global marketer, Velasco-Aznar brings more than 20 years of experience ranging from blue-chip multinationals General Mills, Nestle, Mars and Hormel Foods to startup Beyond Meat. Her experiences range from building a brand and running a business to leading teams, developing people and creating innovation. In her new role, she will direct all marketing and communications and report into GO Veggie!’s CEO, Rick Antonelli.

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