Oath has elevated Rose Tsou, head of Oath Asia Pacific, to head of international for the business to drive strategic growth for the company across Europe, the Middle East and Africa, Latin America and APAC.
Michael Nuzzo has been appointed senior vice president, executive creative director by United Entertainment Group (UEG). Nuzzo previously spent seven years at digital marketing agency 360i.
Former Televisa and Univision Chief Content officer, Isaac Lee has formed an ambitious new company called Exile Content and he has acquired Mexican production services company Redrum.
Publicis Media’s global Commerce Practice has appointed Amy Lanzi as its regional commerce lead in Americas. She joins from Omnicom’s retail marketing agency TPN.
Former White House communications officer, Hope Hicks, has been named executive vice president and chief communications officer at Fox. She will assume her new position after the Disney-Fox merger is complete next year.
Brian O’Kelley will step down from his role as chief executive of AppNexus to take on a role in an advisory capacity just months after the adtech business was acquired by AT&T.
Javier M. Delgado is now Senior Director of Marketing at Walmart. Previously, he had been filling the role of Group Director, Multicultural Marketing at Coca-Cola.
AppsFlyer has appointed Guy Flechter as its Data Protection Officer. In this new role, he will lead the company’s data security and privacy. The appointment follows the recent hiring of Flechter as Chief Information Security Officer.
Jeff Lucas, former global head of sales at Snapchat’s parent company Snap, is joining Oath as vice president-head of Americas sales. In this newly-created role, Lucas will manage Oath’s national and mid-market sales teams in the U.S., Canada and Latin America.
Pam Hamlin is stepping out from her role as CEO of Arnold Worldwide. Hamlin said in an emailed statement that she has decided to explore “what’s next” for her, and said it was the right time for new leadership to take the agency forward.
Nike’s Converse brand has appointed Sophie Bambuck as new chief marketing officer, filling a void created by the departure of Julien Cahn in February.
SC Johnson has named Christian Gradlmuller new head of global media, Shelf Commercialization, as reported by AdLatina.
Marketing communications agency Campbell Ewald announced that it has promoted Laura Rogers to Executive Creative Director. Previously Group Creative Director, Rogers will continue to oversee creative for OnStar, Cadillac Magazine and Chevrolet New Roads Magazine, plus content specific programs for clients including Valero and Meritage Homes.
Cross-cultural agency The Community has promoted Denise Soberon and Jackie Guerra to the position of idea director.
At Portada Miami, we asked our premium attendees to tell us more about where they see marketing going now that technology is bringing the future to us. Henry Zamarripa and Vanessa Angulo, representatives of Portada’s partners Oath and People@, were two among our respondents.
Last Thursday, over 200 marketing executives got together at the East hotel in Brickell for the tenth consecutive edition of Portada Miami. Our attendees were able to hear forward-looking panels, witness the official launch of Portada’s Council System, and network with their peers while enjoying drop-dead views of the city.
In the midst of all the excitement, we had the opportunity to talk to Latin American brand leaders like José Camargo, E-Commerce Subdirector at Best Buy Mexico and member of Portada’s Brand Star Committee, who told us “This is a great opportunity to discuss concepts around the Hispanic markets. We need to find a balance between branding and performance, and I think marketing is moving towards the concept of experiences. Discussing these concepts at the Committee is very enriching because of the various industries represented there.”
Marketing is moving more towards the concept of experiences.
For Henry Zamarripa, Latin American Sales Director at Oath, one of Portada Miami’s premium partners, the future of marketing is all about digital. “Digital marketing is one of the industries that evolve more quickly,” he pointed out. “Programmatic has taken a fundamental role in media buying strategies, and I think we’ll be moving more and more towards AI. AI has evolved and matured, and we’ll adopt this technology with great strength.”
We’ll be moving more and more towards AI.
One of the key takeaways of Portada Miami was that we need to evolve to survive. “Marketing has changed a great deal in the last years. It used to be very static, but now with the advent of digital, marketing directors of the previous era need to study, get updated and ready,” commented Vanessa Angulo, co-founder of People@. “We need to be aware that if we don’t change, we are left behind. Sadly, many are already behind.”
Headway Digital has appointed Sebastián Yoffe as SVP, Business Development. Moving from Buenos Aires to New York City, he’ll be responsible for the firm’s business development in the U.S.
Oath has named Steve Guillén as new Account Director, U.S. Hispanic. In this role, Guillén will oversee Oath’s sales portfolio for the West Coast region.
Walton Isaacson has promoted Christine Villanueva to Chief Strategy and Brand Officer. In this newly-created position, Villanueva is charged with leading and building out a next-generation global strategy function at the agency as well as overseeing all branding efforts on behalf of clients.
Irwin Gotlieb, executive leader and former CEO at WPP media agency GroupM is stepping down as global chairman. He will become a senior advisor to GroupM parent WPP. He served as GroupM’s CEO from its 2003 founding until 2012, when he transitioned to the global chairman role.
Haymarket has appointed Lindsay Stein as editor of Campaign U.S. The industry veteran joins Campaign after two and a half years at Ad Age as an agency reporter.
Andrew Mortimer, Sky’s director of media, has moved from the marketing group to the newly-created role of director of client strategy for Sky Media. In this role, he will be tasked with building “deeper relationships” with clients.
Arc, Leo Burnett’s retail and shopper marketing agency, has announced that Soche Picard has joined the company as chief executive officer for North America. In her new role, Picard will develop the commerce pillar of the agency’s positioning platform, culture, context, and commerce.
Quantcast, owner of the world’s largest AI-driven audience behavior platform for the open Internet, has announced the appointment of Sam Barnett as its first Chief Product Officer to oversee the development and growth of the company’s product portfolio.
Strategic creative shop Swift has announced that it is repositioning its chief operations officer and 10-year vet of the agency, Maren Elliott, into a new role as chief talent officer. She will now be responsible for overseeing retention, recruitment and employee development strategies.
New York-based creative agency SS+K announced today that it has named Feh Tarty as its new chief creative officer.
USA Today has announced that Maribel Perez Wadsworth will become the publisher of the daily publication, effective immediately. Wadsworth has replaced John Zidich, who announced his planned retirement in November.
WPP out-of-home (OOH) and experiential-focused agency Kinetic North America is reshaping its leadership team. With CEO David Krupp leaving at the end of the month to pursue an unspecified new role, Kinetic North America promoted Michael Lieberman (right) and Cedric Bernard (left) to roles as co-CEOs.
Oath has recently hired Steve Guillén as its new Account Director for U.S. Hispanics.
Steve Guillén started his career with Univision and has since worked at Fox, Telemundo and most recently Pandora. In his new role as Account Director, U.S. Hispanic, Steve Guillén oversees Oath’s sales portfolio for the West Coast region. With more than 10 years of industry experience, he has worked with Fortune 500 Clients and media agencies alike to craft and execute strategic Multicultural marketing campaigns. Steve brings with him the knowledge to help advertisers connect with their audiences in the most meaningful and impactful ways, leveraging Oath’s platforms, trusted data and premium content sites to provide partners with industry-leading solutions.
.What: We talked about Retail Marketing to JC Penney’s Ana Lucía Soto, MillerCoors’ Turiya Luzadder, Wilson’s Ángel Carmona, and Oath’s Maya Abinakad & Denise Brien. Why it matters: The term ‘Retail Marketing’ has been around for some time. However, the attention is still focused on consumers, not on retail shoppers. This seems like a missed growth opportunity.
Retail marketing tries to inspire shoppers to make last-minute sales when they are already prepared to buy something. Especially when compared to other media, the main characteristic of in-situ marketing is immediate impact. This concept isn’t new. Procter & Gamble was considered one of the pioneers in retail marketing in the U.S. around 2001. Several definitions of the concept have floated around since. A widely accepted version, provided by POPAI’s Retail Marketing Industry Council in 2011, defines retail marketing as “the application of shopper insights along the path to purchase, to affect purchase behavior in order to increase sales for both retailers and manufacturers.”
For marketing consultant Mike Anthony, the problem with this definition is that the word “insight” is elusive. He sees retail marketing as a process of understanding rather than an application of insights. For Anthony, the key to this kind of marketing is “using that understanding to develop a marketing mix which influences shopper behavior” in a way that improves consumption of a certain brand.
There are many ways to do this. Nevertheless, there are common techniquesto persuade shoppers depending on who designs the campaign. Manufacturers consider price, packaging, and arrangement of products, while retailers emphasize the location, the store layout, and lighting, for example. We talked to marketing experts about the key facts of retail marketing in the future. A future which is actually already here.
1. Customer Experience is Key, Both Online and Offline
It’s all about experience, not online or offline but both. In the words of Turiya Luzadder, Director, Shopper & Local Insights at MillerCoors, “Retailers and brands looking to win with consumers must provide a positive in-store/online experience that quickly instills confidence that the product will meet the needs (functional and emotional) of the consumption occasion.”
As she explains, everything is changing at a quick pace, but there’s a big opportunity to learn about online and offline solutions, as each one offers something different. “People will shop both online and offline as each exploits its own strengths. Online will lead with its promise of convenience. Offline will seek to provide an experience as it retains the advantage of a tactile environment with social interaction.”
Either online or offline, what really matters for retail marketing is making sure the experience is so great consumers come looking for your brand. According to a study conducted by Maya Abinakad, Global Marketing Director, and Denise Brien, Senior Director of Consumer Insights at Oath, 9% of consumers’ brand love comes from outstanding experiences. “Brands [who] transform ordinary into extraordinary deliver experiences that are consistent, engaging and memorable,” they explain.
Even though there is now a shift towards a completely digital landscape, brands need not lose sight of what really matters: ensuring shoppers have a good experience. “The key is to offer the best experience possible to our consumers,” asserts Ángel Carmona, Business Manager, Latin America at Wilson. “We need to engage our brand with our consumers by a shopping process which needs to be friendly, clear, and fulfilling. Our client’s satisfaction is crucial for references and future purchases.”
2. It’s the Era of Technology: Better Know How to Use It
Every day new marketing technologies become more relevant. As Oath’s Abinakad and Brien state, “Marketing is one of the main strategies that evolve in every technology trend. The relationship between customers and technology is a trigger that changes everything around it. If a brand hopes to stay relevant, it must capitalize this relationship. “Today’s industry is much more data-driven, with increased access tools that can provide real-time information on shopper behavior,” comments Ana L. Soto, National Media Manager at JCPenney. “Data insights will allow companies to better understand a consumer’s behavior and path to purchase, which will allow them to target their retail marketing efforts more effectively.”
Programatic Marketing as a Strategy
“We could say that programmatic marketing will have a significative growth this year,” point out Abinakad and Brien. “This strategy allows marketers to channel their ads to the correct audience and tailor the message to each product or services’ target. In this sense, location-based marketing plays a key role in insights of where consumers are and how to offer them the best option according to their location in real time.” This and other trends, like the accelerated change from desktop to mobile, will have an important impact on the way marketers address shoppers; technology is a real opportunity to reach targets effectively.
3. You Need to Look Inside as Well as Outside Your Doors
As Wilson’s Ángel Carmona explains, implementing a campaign is not enough. It is also necessary to integrate and evangelize your staff. “[Your staff] is the most important ambassador at the point of purchase and should be the best way to engage with the consumers.” In other words, everyone in your organization needs to be on the same channel. There’s no use in having a great product if only you know it. There’s a great chance shoppers will engage more if the whole team has a deep knowledge of why they should engage.
Making mistakes is easy, but it’s also easy to avoid them if you get your priorities right.
Therefore, Ana L. Soto recommends “to have alignment, consistency, and collaboration within your organization —from internal teams all the way to agency partners— in order to use the correct channels to target the consumer effectively and ultimately drive actionable results that engage them in a meaningful way to them.”
4. Here’s What You Should Do, and What You Shouldn’t Do
When Portada asked our interviewees about the most common mistakes related to retail marketing, they took us back to the basics: communication, human needs, and positive change. For Turiya Luzadder, “Making mistakes is easy, but it’s also easy to avoid them if you get your priorities right”. In her words, there are three key priorities to bear in mind in order to avoid mistakes:
1) To bring the organizational focus back to the human and retailer needs. “We spend so much time focused on our own goals that we risk losing sight of our dependence on consumer and retailer engagement”. 2) To constantly tear down the silos. “Strong communication amongst teams (brand, consumer, channel, shopper, chain, analytics…) is critical. It’s easy to go too far down a path before seeking feedback. 3) Being willing to take risks to create change. “There are times when you have to take a chance on an idea that is different and makes people uncomfortable. Finding the right retail partner and marketing advocates becomes critical.”
No matter how good your product is, if a consumer is not satisfied with the experience they won’t come back.
The easiest mistake to make in retail marketing
For Ana L. Soto, the easiest mistake to make in retail marketing is not having a true understanding of the customer. “Marketers need to have a clear understanding of their target audience coupled with data-driven insights into their behavior,” she comments. “This is crucial in determining and executing a successful strategy that will lead to high levels of engagement.” It is easy to get lost in technology and new trends and forget what truly matters. Ultimately, says Ángel Carmona, the main objective should be providing the best shopping experience possible. “No matter how good your product is, if a consumer is not satisfied with the experience they won’t come back. We live in a global market and we compete with more brands than ever, so we are only as good as our service.”
And sometimes that implies going a step further. In the midst of the fiercest competition, the brands that go the extra mile get the best results. According to Abinakad and Brien, 30% of brand love is determined by its ability to exceed consumer needs. “Brands that give consumers what they want —often before consumers even ask— offer something that competitors can’t. The secret is overdelivering on quality, durability, design, and performance in your product, your marketing and everywhere you meet your consumer.”
What: Digital content company Oath announced the incorporation of Felipe Molina to their strategic planning team for the LatAm region. Why it matters: Based out of Oath’s offices in Miami, digital strategy specialist Felipe Molina will analyze Oath’s entire brand portfolio to develop in the Latin American market.
Oath, the leading digital content company, which encloses the AOL brands and Yahoo!, announced the incorporation of the digital strategy specialist, Felipe Molina, to their strategic planning team for the Latin American region. Molina will bring support to Oath’s strategy to accelerate the growth and development of the company’s business platform in the region.
Felipe Molina has more than 10 years of professional experience in the digital media field, having worked for some of the most important companies in the region, like Unilever, MasterCard and Coca-Cola. Previous to joining Oath, Molina acted as director of digital specialization for IPG MediaBrands, integrating the different digital operations of the company, such as Cadreon, Reprise, McCann (UM WW) and Ansible.
Based out of Oath’s offices in Miami, Felipe Molina will analyze Oath’s entire brand portfolio to develop in the Latin American market.
Oath was born through the acquisition of AOL and Yahoo! by Verizon, which bring together more than 50 brands. The company has a goal of reaching two billion users in the world by 2020.
What: Portada spoke with Armando Rodriguez, VP & Managing Director, LATAM & US Hispanic Region at Oath, about how the new brand will position itself in the Latin American and US Hispanic market. Why it matters: With the merging of nearly 50 products, Oath promises to reach over one billion users worldwide, with a special focus on mobile.
In 2015, Verizon closed a deal to purchase AOL for $4.4 billion. Then, in June of this year, Verizon’s expected purchase of Yahoo was confirmed, in a transaction valued at $4.48 billion.
Oath was formed to group together and manage the company’s new products, with the aim of offering better solutions to end users, as well as to brands and advertising agencies.
The first thing that needs to be understood, explains Armando Rodriguez, VP & Managing Director, LATAM & US Hispanic Region at Oath, is that the current brands will not disappear or change names. Yahoo News, Yahoo Mail, Yahoo Sports, and Tech Crunch are just a few examples of sites that will continue to operate as they have been doing so far. The only difference is they will now be managed under Oath.
“What we are doing is combining more than 50 media tech brands that are part of AOL and Yahoo, to allow us to bring scale to brands, [to become] one of only three major companies with a global reach of over 1 billion users,” adds Rodríguez.
Because of each brand’s identification among users, the executives decided not to change their names, but instead reinforce their content and strategies.
Oath is only a couple of months old, so the first priority has been to reorganize the company internally, explains Rodríguez. However, the areas in which the company will concentrate its efforts are already beginning to be drawn.
We have the brands, the users, and the foundation; now we want to create a more engaged and stronger user base, converting them into members.
“We have the brands, the users, and the foundation; now we want to create a more engaged and stronger user base, converting them into members. As a member, you have affinity, you are more connected and more loyal, and that’s what we want.”
In Latin America, Oath has identified that online users closely resembles those of the rest of the world. “They are spending more time on mobile devices, and across multiple sites. A percentage of that time is spent on apps, more than on mobile web,” he explains.
Oath wants to take advantage of its own presence in mobile to better leverage these users by generating more accurate content, and at the same time offer brands and agencies a more comprehensive marketing proposal.
They are spending more time on mobile devices, and across multiple sites. A percentage of that time is spent on apps, more than on mobile web.
“Oath is a physical mobile company first. Our DNA is mobile, we want to invest and continue to grow through mobile, both on the consumer side but also on the advertising side, to provide the best solutions to reach those consumers,” adds Rodríguez.
The executive promises that the company’s brands offer four features that are very valuable for brands and agencies: scale, reliable content, premium distribution, and data.
For now, in terms of reaching Latin America and the rest of the world, “from the B2B perspective, we will go to the agencies, advertisers, and our partners to help them understand what Oath means, what it stands for, our value proposition for them, and how are we going to achieve our goals for them.”
What: Oath, the Verizon unit that encompasses AOL and Yahoo, has defined its leadership structure for the U.S Hispanic market and Latin America.Armando Rodriguez will oversee all sales and operations for the region, Henry Zamarripa,will lead sales for Spanish-speaking Latin America, Andre Izay, will be in charge of overseeing sales and operations in Brazil, and Matthew Harris, will leadsales for the U.S. Hispanic market. Why it matters: The announcement reflects Oath (Verizon’s) continued interest in the U.S. multicultural/Hispanic market as well as in Latin America. (Last year Yahoo had closed its operations in the Argentinean and Mexican markets).
Verizon company Oath, resulting from the combination of AOL and Yahoo brands, products, and operations, has defined its leadership structure for the U.S. Hispanic market and Latin America. Armando Rodriguez will oversee all sales and operations, a position he has occupied at Yahoo since 2005.
Armando’s leadership team includes Henry Zamarripa, who will lead sales for Spanish-speaking Latin America, Andre Izay, overseeing sales and operations in Brazil, and Matthew Harris, leading sales for the U.S. Hispanic market. In addition, Luiz Braz will lead platform solutions and Melva Midi will oversee sales operations for the region.
Verizon, one of the largest telecom operator in the United States, acquired AOL in 2015, and most recently completed its acquisition of Yahoo for US$4.5 billion in early June. The integration of these two companies, which will operate under the Oath umbrella, should take several months to complete.
Digital ad spend in Latin America is forecasted to hit US$8bn in 2017, growing to US$11.6bn in 2020.
A global leader in digital and mobile, Oath is a house of more than 50 media and technology brands, including AOL.com, HuffPost, Yahoo Sports, Yahoo Finance, BrightRoll, Flurry, ONE by AOL, TechCrunch and Tumblr, to name a few. Today, the combined properties of Oath reach over 1 billion people worldwide, with a goal of reaching 2 billion people by 2020. Oath is shaping the future of media and building brands people love through scaled audiences, trusted content, premium distribution and differentiated data for thousands of the world’s leading advertisers.
Latin America remains a strong market for growth in digital advertising. According to eMarketer, digital ad spend in Latin America is forecasted to hit US$8bn in 2017, growing to US$11.6bn in 2020.
“We are creating a transparent and reliable environment for advertisers that combines relevant and differentiated content with a complete set of data that gives us an in-depth understanding of more than 1 billion people around the globe. This represents a huge opportunity for advertisers in Latin America, where we’re seeing tremendous growth and momentum,” says Armando Rodriguez.
What: After merging Aol and Yahoo, both part of Verizon, the new company will be called Oath. Marni Walden, AOL’s executive vice president and president of product innovation and new businesses will lead the new company. Separately, Yahoo has redesigned its homepage and updated its Yahoo Finance and Yahoo Sports hubs for Spanish-speaking audiences in the U.S. and Latin America. Why it matters: On July, Verizon announced Yahoo’s acquisition through a 4.8 billion dollar cash transaction.
After announcing Yahoo’s acquisition on behalf of Verizon last July, speculations were made about how the digital content company would merge with the telecommunications giant.
Today was announced that, after merging AOL and Yahoo, the new company would be known as Oath. By doing this, Verizon hopes to boost Yahoo’s search, mail, content, and ad-tech businesses.
Marni Walden, AOL’s executive vice president and president of product innovation and new businesses will lead the new company. And Marissa Meyer, former Yahoo CEO, will step down from the company.
It hasn’t been announced if Yahoo will keep its name for any of its different business divisions. By now, AOL’s CEO,Tim Armstrong, confirmed the new company’s new name on his Twitter page. “Billion+ Consumers, 20+ Brands, Unstoppable Team. #TakeTheOath. Summer 2017.”
A spokesperson at AOL told Business Insider that Oath would be launched in the summer as a new disruptive company.
Some months back, at the beginning of the year, Yahoo’s acquisition was being questioned after the media company suffered two data breaches affecting 1.5 billion users. Nevertheless Verizon confirmed the transaction was still on, and would be finished during the years second quarter.
The business units from Yahoo which Verizon is not buying, such as 15% of Chinese retailer, Alibaba, and part of Yahoo in Japan will now be known by the name of Altaba.
It seems Yahoo maybe keeping its name in Latin America and the U.S.-Hispanic market. Today the company announced some changes to its Spanish site. Yahoo has redesigned its homepage and updated its Yahoo Finance and Yahoo Sports hubs for Spanish-speaking audiences in the U.S. and Latin America. The design is now cleaner and more modern. New features increase personalization and sharing of content. The update unifies Yahoo’s homepage with its properties, giving a more consistent experience across devices, said Carolina Casares, Yahoo’s chief of Hispanic media in a blog post.