iProspect has promoted Brittany Richter to SVP, Head of Products and Services. Reporting to Michael Gullaksen, Chief Operating Officer at iProspect US, Richter is responsible for overseeing the delivery of all products and services at the agency, including search, social, SEO and display.
Iván Adaime has been appointed CEO of ImpreMedia. He previously occupied the position of Executive Vice President, Digital. Adaime succeeds Gabriel Dantur, who led the company since January 1, 2016.
Romina Rosado has been promoted to SVP, Digital Media at Telemundo, barely three months after joining the company as SVP of Noticias and Digital News. She’ll now lead digital, social, and mobile experiences for Hispanic audiences in the U.S. and abroad. Meanwhile, Borja Perez, who previously filled this role, assumes the newly-created position of SVP, Revenue Strategy, and Innovation.
Ogilvy has appointed Piyush Pandey to the role of Global Chief Creative officer, replacing Tham Khai Meng who was dismissed earlier this year following an internal investigation. Pandey is chairman of the group’s India office and will retain his current responsibilities but will also be tasked with upping the quality of creativity across the Ogilvy network. He will remain based in Mumbai.
Lynn Lewis has been appointed UM‘s new U.S. CEO, confirms the division of IPG Mediabrands. Lewis, who has worked at the shop for 15 years and held multiple positions, most recently served as UM’s East Coast regional president and global CMO.
Nigel Vaz, chief executive EMEA and APAC for Publicis.Sapient, is to succeed Sarah Golding as the president of the Institute of Practitioners in Advertising (IPA). Vaz will pick up the mantle from Golding, who is chief executive and partner at The &Partnership, when her two-year term comes to an end in March.
After almost four decades with Unilever, Chief Marketing Officer Keith Weed is to retire from the business. Weed will leave the role in May next year. Unilever has not yet announced a new CMO.
David Kroll chief marketing officer of MillerCoors will leave the company on July 27. Kroll is leaving to “pursue other independent business interests,” CEO Gavin Hattersley said. Kroll first joined MillerCoors in mid-2012 as a vice president in charge of U.S. marketing and took over as CMO in July 2015.
Marissa Fernandez, member of the Portada’s Brand Star Committee, has been promoted to Vice President, Marketing Strategy & Fan Development by the National Football League (NFL). She previously held the role of Director, Marketing Strategy and Fan Development.
Clyde McKendrick has joined Canvas8 in a managing partner role for the US, and as its global chief innovation officer. McKendrick’s previous role was at Sparks & Honey as its chief strategy officer.
Papa John’s announced that John Schnatter, chairman of the restaurant chain, has resigned hours after publicly apologising for using the N-word during a conference call with Laundry Service, the marketing agency.
Chief creative officer Jeremy Perrott has been fired by McCann Health for violating its code of conduct. McCann has not provided details on the nature of the complaint.
Ogilvy has fired Tham Khai Meng, its longtime chief creative officer and co-chairman. Meng had held the role since 2009, a role that effectively ended after a two-week investigation due to employee complaints regarding his behavior.
The Havas Group has appointed James Wright as global chairman, Havas PR Collective, and chief executive officer of Havas PR North America. Wright will both drive the North America business and spearhead more unified collaboration to its global offering.
Enrique Rodriguez is joining Liberty Global as head of technology. In this role, Rodriguez will lead the company’s technology & innovation team of more than 7,500 employees.
Dunkin’ Brands has promoted David Hoffman to chief executive. Hoffman will continue to serve as president of Dunkin’ Donuts US, a position he took on in 2016.
Amanda Seaford has joined WPP’s Mirum as both its first U.S. CEO and the first woman to serve in a chief executive role. Seaford previously worked at Critical Mass, the digital agency she first joined in 2006 where she most recently served as chief client officer.
Wasserman, the talent management company that acquired Laundry Service in 2015, announced Jason Stein’s departure in a statement. He “is transitioning out of LS and Cycle to pursue new entrepreneurial endeavors”, a spokesperson confirmed.
LUNA United, the modern content production agency within the communications group UNITED COLLECTIVE, announced that Adrian Castagna has joined as Head of Integrated Production. In this role, Castagna will propel in-house production to create content with cutting-edge design in response to the needs of today’s client and cultural demands.
Nancy Dubuc has been named CEO of Vice Media. Vice co-founder Shane Smith will take a new role as executive chairman. The news was announced a day after Dubuc stepped down from her position at A+E Networks.
Walt Disney Co. is reorganizing to create a direct-to-consumer and international unit. Kevin Mayer, Disney’s chief strategy officer since 2015, was named chairman of the new unit. The reorganization leaves Disney with four segments. In addition to the new unit, there are Media Networks; Studio Entertainment and a segment that combines Parks, Experiences, and Consumer Products.
MediaCom has promoted Kate Rowlinson to new managing director, Worldwide Hubs. She was previously joint managing director of EMEA.
BBC has named Kerris Bright as chief customer officer. In this newly-created role, she’ll be responsible for developing a “closer, more personal relationship” between the organization and consumers, namely license fee payers and those signing in to BBC services, the corporation said.
Jesús Chávez has been promoted from SVP of Operations to Chief Operating Officer at Latino digital media company mitú. Based in the company’s Los Angeles headquarters, he reports to CEO Herb Scannell.
Gastón Tourn is the new chief marketing officer of Badoo. He had previously worked at Google for almost 5 years.
Ogilvy Miami has announced the incorporation of two new creatives that will help expand the firm’s reach in the United States Hispanic market. Uriel Sanchez will take the role of Art Creative Director and Carlos Cervantes Perk will be Copy Creative Director. Both creatives have experience working at Ogilvy Mexico.
J. Walter Thompson Co. has announced it is eliminating the position of worldwide chief creative officer. Matt Eastwood, who has held that position since July 2014, will leave to “pursue other interests.”
Dawn Hudson announced plans to step down from her role as chief marketing officer of the National Football League.
Publicis WW México has announced the arrival of Luis Sordo as new Head of Art.
Ranjiv Rangolam has been named Chief Strategy Officer at Ogilvy Latin America. In this newly-created role, he’ll be in charge of all operations related to strategy, consulting, social and business intelligence.
Orlando E. Castelblanco is now Director of Business Development at Media Response Group. His main responsibilities include media and strategic support, mobile-oriented solutions, and performance.
Antoinette van den Berg has been appointed as VP of Sales & Marketing for Latin America and the Caribbean at Marriott International Inc. In addition to heading the Area Directors of Sales & Marketing for the region, she will be the Luxury Lead for the Discipline as part of the Luxury Team.
Turner Latin America has named Pablo Zuccarino as new senior VP and general manager of Cartoon Network, Boomerang, and Tooncast in Latin America. In this role, he will oversee all aspects of Turner’s brands for children, including programming, digital strategy, marketing, business, and operations.
Paraguayan agency Lupe has announced the appointment of Ricardo Ovelar as creative manager after Hernán Rodas’ departure. He has 15 years of experience in agencies such as Grey, BBDO Argentina, and Gallegos in the US.
Ogilvy & Mather Colombia has named Juan Pablo Álvarez creative VP. He will share this position with John Raúl Forero, who is also CCO in Latin America.
MediaCom Spain has announced the arrival of Orlanda Aragón as their new performance manager and digital director of Sony PS. She will use her expertise in digital marketing to contribute to client businesses’ growth.
IPG Mediabrands Spain has appointed Pilar “Mapi” Merchante as the new head of analytics and insights for all the group’s clients. She’ll answer directly to IPG Mediabrands Iberia CEO David Colomer.
Turner Latin America has named Andrés Mendoza executive director of acquisitions. Based in Miami, he will be in charge of content and programmatic acquisition. He will replace Ángel Zambrano, senior VP of content, who worked for the company during 18 years.
After 30 years at KCET, journalist Val Zavala has decided to retire, leaving her role as anchor and VP of News & Public Affairs.
Facebook has appointed Eurosport CEO Peter Hutton to lead the firm’s multibillion-dollar drive to secure rights for live sports streaming. He will start his partnership with the social network after the winter Olympic Games in South Korea.
Rubén Correa is now copyeditor and writer for CNN Español at CNN.
Andrés Polo is now Global Head of Innovation & Strategic Partnerships Marketing at Visa. He has over 10 years of experience leading the firm’s digital marketing efforts in Latin America.
Natura, the Brazilian cosmetics company, has named Agenor Leão Vice President of all Latin American operations. Previously, he was VP of digital technology throughout the region.
Florian Adamski, the new chief executive of OMD Worldwide, has named Brian Crotty as chief executive of Latam. As the chief position did not previously exist for the region, Crotty will be fulfilling a new role.
Baristas Coffee Company has expanded its advertising to target US Hispanic-Americans with Spanish TV spots on Telemundo, Galavision, Fox Deportes, CNN Espanol, ESPN Deportes, and Spanish speaking radio stations. The Spanish speaking advertisements focus on Baristas White Coffee single serve cups compatible with the Keurig 2.0 brewing system. Baristas recently kicked off a national multi-faceted advertising campaign which combines digital display advertising, Television, and Radio driving traffic directly to Amazon on Fox News, CNN, ESPN, Food Network, Cosmopolitan Magazine and Sports Illustrated. Also, Baristas has included a broad reaching terrestrial (over the air) radio campaign on over 120 stations nationally utilizing the top radio platform in the country. In addition, Baristas added Spotify to its campaign currently underway. A media plan has been developed extending out over the next 6 months focusing on the expanding Baristas White Coffee product line as well as other Baristas products soon to be announced. Baristas has also partnered with Amazon to offer the only White Coffee single serve cups compatible with the Keurig® K-Cup® Brewing System 2.0.Based on research from the National Coffee Association (NCA), coffee consumption is stronger among Hispanic Americans than non-Hispanics. Hispanic-Americans help drive growth in U.S. coffee consumption, leading the way in growing coffee consumption in the United States. Baristas’ CEO Barry Henthorn told Portada the company handles media placements in-house along with long term relationships.
The Chrysler brand is launching a new campaign to share key features of the all-new Chrysler Pacifica with Hispanic customers.“Hero” is a 30-second commercial featuring Pablo, a young boy attempting to impress the girl next door. Pablo utilizes Pacifica’s functionality, versatility, technology and bold styling to make the ride to school with his neighbor much more special. “Hero” will run across television, digital and social channels and will be also available on the Chrysler brand’s official YouTube channel.The campaign will air in top Hispanic markets including Austin, Chicago, Dallas, Houston, Fort Myers, Los Angeles, Las Vegas, Miami, New York, Orlando, Phoenix, Sacramento, San Antonio, San Diego, San Francisco, Tampa and West Palm Beach.Chrysler’s “Hero” campaign was made in conjunction with Alma DDB. UM/Identity is Chrysler’s Media Buying Agency.
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!
This summer Nestlé is inviting fans to the fascinating world of NERDS® ¡Lucha Grande!, filled with new bold and intense flavor combinations inspired by the classic Dulcerías, Spanish for ‘candy store,’ of your childhood. Alongside new flavors of beloved brands LAFFY TAFFY®, FUN DIP® and PIXY STIX®, NERDS® ¡Lucha Grande! hits store shelves this summer, offering fans a variety of tangy new flavors like the tongue-twisting pucker of Mango Chile and mouthwatering cool of Cucumber Watermelon. NEW items include: NERDS® Guava and Mango Chile & NERDS® Lime and, LAFFY TAFFY® Guava & LAFFY TAFFY® Pineapple , FUN DIP® Mango Lime & FUN DIP® Cucumber Watermelon and PIXY STIX® Cucumber Watermelon, PIXY STIX® Mango Lime & PIXY STIX® Pineapple.With 2016 sales of US$9.7 billion, Nestlé USA is part of Nestlé S.A. in Vevey, Switzerland. In 2013, GroupM won Nestlé ‘s U.S. media planning and buying business.
Mindshare absorbs Ogily-Neo
Mindshare, both a WPP and GroupM agency, will absorb Ogilvy’s digital media agency Neo, as part of a continuing consolidation of agencies, MediaPost reports. Ogilvy is also under the WPP umbrella. A few weeks ago, GroupM media agency Maxus was folded into its other media agency MEC. Founded in 2006, agency Neo will now be part of Mindshare’s newly-formed Performance Group. Neo’s management will become part of the Mindshare Performance Group. Nasreen Madhany, Neo’s global CEO, and Bradley Rogers, global COO, will hold the same roles in the Performance Group and will also join the Mindshare leadership team.
The Chevrolet Local Marketing Associations around the country have shifted their media buying business to Carat, part of Dentsu Aegis. U.S. International Media was the incumbent on the business.The Chevy LMAs spent around US$238 million on ads in 2016 according to Kantar Media.
George Clooney is selling his tequila brand Casamigos to Diageo for a US$1bn. The takeover is expected to close during the second half of the year. Casamigos ‘translated as House of Friends’ was initially formed as a private collection of tequila’s for the friends and family of Clooney and Gerber but sales boomed in 2013 when the pair made the label public.Clooney will remain in place along with co-owners Rande Gerber and Michael Meldman. Diageo ows other well-known tequila brands such as Johnnie Walker, Cuervo, Crown Royal, J&B, Captain Morgan, José Cuervo, Buchanan’s, among others.
NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. 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.
Caesar Entertainment, the World wide gaming, hotel and resort company that owns and operates grand hotels including Caesars, Paris, Bally’s, Flamingo and Grand Casinos, has more than 60 online and mobile websites (see the list of properties below). Portada interviewed Chris Kahle, web analytics manager at Caesars Entertainment to learn how the gambling and hotel giant markets itself digitally.
Caesar’s Hotel and Casino Properties
Bally’s Atlantic City, NJ (including Claridge Casino at Bally’s and Wild West Casino, Atlantic City)
Bally’s Las Vegas, NV
Caesars Atlantic City, Atlantic City, NJ
Caesars Windsor, Windsor, Ontario, Canada
Caesars Palace at Sea
Caesars Indiana, Elizabeth,IN
Caesars Palace Las Vegas, NV
Conrad Resort, Punta Del Este, Uruguay
Flamingo Las Vegas, Las Vegas, NV
Flamingo Laughlin, Laughlin, NV
Grand Casino Biloxi, Biloxi, Mississippi – Reopened after destruction by Hurricane Katrina
Grand Casino Gulfport, Gulfport, Mississippi – Destroyed by Hurricane Katrina, land sold and new casino Island View Casino
Grand Casino Tunica, Tunica Resorts, Mississippi
Sheraton Casino and Hotel Tunica, Tunica Resorts, MS
Paris, Las Vegas NV
Kahle explains that Caesar’s has two distinct audiences:
1. Total Rewards Customers. These are loyal customers that sign up for Ceasears Total Rewards program (TotalRewards.com) . By buying dining reservations and rooms they earn loyalty points. Total Rewards Customers are higher margin customers.
2. FIT Customers (Frequent Independent Travellers). The primary objective of FIT Customers Primary is to find the lowest rates. FIT customers are lower margin but very high volume.
These two customer segments acquire Caesar products directly at Caesar’s digital properties or through OTA’s (Online Travel Agencies ), via Teleservices or on property (via kiosks).
To target these distinct audience groups, each hotel property has its own website. Each property’s amenities (restaurants, spa’s etc) are underneath the same framework. “The navigation and look and feel is the same”, Kahle notes. The top properties in terms of unique visitors are Caesar Palace, Caesar Palace gets 30% of the Las Vegas market traffic, and TotalRewards.com.” Interestingly, most traffic to Caesar properties occurs from the workplace between Tuesday and Thursdays. Clearly people are looking at offerings for the next weekend.
Most traffic to Caesar properties occurs from the workplace between Tuesday and Thursdays
Mobile growing at triple digit rates
Kahle notes that Mobile Traffic amounts to “20% of total traffic and is growing at triple digit rates year on year.” “We are in the process of re-launching our Mobile site using our Adobe CQ platform. We want to avoid mistakes we did in the past when we created a silo around the mobile site. With mobile it is important to have a process of strong centralization of content, process and structures.”
Robust Testing and Optimization Program
According to Kahle, to “build a digital property doesn’t mean that users are going to come It is about having a robust testing and optimization program that allows to test all content, functionality and system elements. Test and Target changed our culture”. “Before, when selecting an online design the HIPO (Highest Paid Person in the Office” always imposed his/her choice. This is not about an opinion but about getting high conversion rates.” The question, however, is whether the design works.” As an example Kahle notes that “it was proved throughout testing that purchase buttons with the Caesar’s brand color would not work. The buttons would blend too much into the page. We clearly needed a button that stands out.” According to Kahle, button colors can substantially increase conversion rates.”
It was proved throughout testing that purchase buttons with the Caesar’s brand color would not work.
Regarding conversion rates, Kahle notes that by playing with button colors increases of up to 20% in conversion rates can be achieved. Conversion rates can range between 3% to 9% of landing page visitor. It obviously depends on the campaign. )Eg. conversion rates on Cybermonday will be higher because of deeply discounted offerings.)
Digital Marketing and Advertising
Caesar’s has a an internal team of copy writers and marketing managers that deals with Content Marketing. Digital Advertising is also done through Caesar’s media planning and buying agency Ogilvy. According to Kahle, substantial emphasis is placed on geotargeting and retargeting. He has seen that people in Los Angeles is more interested in content about Caesar properties in Las Vegas than in say Atlantic City, NJ. Naturyally, New York audiences are more interested in the latter. Caesar’s is also experimenting with a certain degree of personalization in ad targeting. “We are starting to serve based on up to 50 different audience profiles and personas.”
Kahle notes that some of Caesar’s digital properties have had a Spanish-language digital presence mostly targeting Latin American consumers. The Spanish-language content was translated from English into Spanish. According to Kahle, what is crucial for conversion rates is that “the translation is applied throughout the whole booking experience, not just on the landing page. ”
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