Pepsi’s new global tag line “For the Love of It” will replace “Live For Now” in 100 countries (not including the U.S.).Throughout 2019, the new “For the love of it” visual identity and jingle will be brought to life through design-led packaging, out-of-home artwork, and commercials and digital content distinct to each of the brand’s offerings. According to Roberto Rios, senior vice president, marketing, global beverage group, PepsiCo, the campaign is a move at “celebrating” what the brand stands for – an icon rooted in entertainment. The soda brand launched a series of videos this week focusing on the drink’s bubbles, taste and refreshment and is working with Now United, a pop group put together by music veteran Simon Fuller, on a new jingle.New ads using the tagline are likely to air first in Latin America and Eastern Europe, Pepsi said.
Santander Chile & LATAM Airlines
Banco Santander Chile has agreed with LATAM Airlines to renew and extend for 7 years the commercial and strategic alliance that they have maintained for 24 years and that will benefit more than one million customers included in the SANTANDER LATAM Pass program.Banco Santander Chile, the country’s largest bank, strengthens its commercial alliance with LATAM Airlines, the largest airline in Chile and Latin America, forming the fourth largest loyalty program in the world. The agreement will continue to contribute to the consolidation of the Bank’s leadership in the Chilean market.For 2019, it is estimated that Banco Santander clients will take over one million trips free of charge thanks to the SANTANDER LATAM Pass Program.
SC Johnson is fulfilling a worldwide commitment made nearly 10 years ago by expanding its industry-leading global ingredient transparency program to Latin America and delivering transparency to consumers everywhere around the world who use its products. SC Johnson has led the industry toward greater transparency and continues to disclose beyond industry standards. The company has also led the charge with governmental bodies for positive reform of chemical management and disclosure. When the company first announced its ingredient transparency plan, regulations requiring ingredient disclosure did not exist. SC Johnson’s pioneering approach began in earnest in 2009, with ingredient disclosure programs launched in the U.S. and Canada. In 2016, the company’s European ingredient transparency program was unveiled at WhatsInsideSCJohnson.com. One year later, the Asia Pacific market was added to SC Johnson’s global ingredient transparency program. Latin America is the final piece of the puzzle.The 133-year-old company, which generates $10 billion in sales, employs approximately 13,000 people globally and sells products in virtually every country around the world.
2019 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 firstname.lastname@example.org.
Canopy Growth Corporation, through its Latin American-focused subsidiary, Canopy LATAM Corporation, is proud to introduce Spectrum Cannabis Peru S.A.C. (“Spectrum Cannabis Peru”), the newest member of the growing global Spectrum Cannabis family. Spectrum Cannabis Peru will operate as part of the Canopy LATAM network and with Peru poised to introduce new regulations for the use of medical cannabis, this new in-market entity is uniquely positioned to support the opening of the Peruvian market while leveraging Canopy Growth’s global expertise in patient and physician education, as well as in medical cannabis production.This announcement directly supports Canopy Growth’s strategy of securing first mover advantage to realize the opportunities generated by evolving cannabis regulations across the region and the world.
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 email@example.com.
A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.
Pepsipresented their latest Pepsi Generations spot. It brings back Uncle Drew, played by NBA Celtics’ star Kyrie Irving, across different decades and celebrates the feature film, Uncle Drew. Content will hit the big screen for the first time on June 29. “Creating the Uncle Drew character with Pepsi and being a part of the creative process has been an incredible experience,” said Kyrie Irving.
The game is filled with stories of legends and how they were born. This is not that story. Watch the NEW trailer for #UncleDrew now and see it in theaters June 29! pic.twitter.com/mMP6KCtQQ9
ESLmade a deal with AT&T to sponsor a slate of mobile game tournaments in North America. AT&T will present a 5G demo at the ESL Arena at E3 and score a presence at upcoming events that include the Arena of Valor Pro League, ESL One New York in September, and IEM North America in November.
Combate Americashas named Jacqueline Hernandez, as Combate Americas President. She will be based in New York and will report to Campbell McLaren, CEO, and Founder of Combate Americas, overseeing the entire business apparatus and P&L of Combate Americas.
ESPN Deportes Radio, ESPN’s Spanish-language radio network in the U.S., will offer around-the-clock World Cup news, information, and updates throughout its programs. Reporters include Pedro Vita (Covering Panamá), Marden Devia (Colombia), Stephanie Chaverri (Costa Rica) and Miguel Álvarez (México).
FloSportslocked a deal to carry the Union Cycliste Internationale World Championships for Canadian viewers, along with the UCI Cyclocross World Cup and UCI Track World Cup. They will all stream live on FloBikes.com. Coverage of the UCI events started with the UCI BMX Supercross World Championships in Azerbaijan.
A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.
The Philadelphia Union signed a marketing agreement with the Franklin Group, which is now the preferred promotional printing partner for the team’s owner, Keystone Sports & Entertainment. The club will work on enhancing the fan experience in new, creative ways. Financial terms of the deal were not disclosed.
MLS partnered with U.K.-based live-streaming service DAZN in a three-year deal to bring MLS Live to DAZN platforms.
MLS will be streaming select league games for the first time in China, thanks to a partnership with China Sports Media, a leading sports marketing agency.
MLS LIVEand MLS Direct Kick will be back for the 2018 season. Fans in the U.S. will enjoy free access to MLS out-of-market streaming games via MLS LIVE until the launch this spring of ESPN+. Following the spring launch, MLS LIVE will be available to fans exclusively on ESPN+ subscription.
YouTube TV announced a multi-year agreement with the Seattle Sounders, to become the team’s official streaming platform.
Pepsilaunched soccer campaign titled Pepsi Generations, which features international soccer players that include Leo Messi, Marcelo, Toni Kroos, Carli Lloyd, Dele Alli and Giovani dos Santos. Promos will run alongside the brand’s official UEFA Champions League partnership.
LaLigalaunched LaLiga Esports with the first phase rolling out nationally across Spain before expanding internationally. The league said that the decision was prompted by sponsors interested in investing in the esports sector.
Latin American soccer streaming service Fanatiz signed an agreement with MP & Silva to live stream all Copa Libertadores and Copa Sudamericana games carried in the US and Canada.
Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!
Amazon has consolidated its global media planning and buying business with IPG Mediabrands network following a review that began in July. The agency will be in charge of promoting Amazon’s e-commerce hub, assorted tech products and Prime subscription service globally. Mediabrands will create a dedicated team to service the account. Amazon spent more than US$950 million on measured media in the U.S. in 2016, according to Kantar Media. Analysts estimate the company’s annual global budget exceeds US$1 billion.
Instituto Tecnológico Monterrey
Instituto Tecnológico y de Estudios Superiores de Monterrey (Monterrey Technology and Higher Education Institute) announced that UM is its new media agency. The agency will work on both on and off media and digital production. The account will be led by Francisco García, head of IPG MediaBrands Monterrey.
As part of Pepsi’s latest campaign for the launch of “Pepsi Black,” Pepsi zero-sugar cola, the brand has unveiled a new experience dubbed “Shazamear” through its creative pieces. The campaign, which will extend until December 21st, will allow the VP pieces of the brand in subway stations to be”Shazamables”. Under #ProbaSinPrejuicios concept, users who do Shazam on the pieces will experience an action of augmented reality where they can create their own melody, interact with the image of the brand and also be redirected to an exclusive microsite where they can share their experience in the different RRSS. The action was developed by US Media Consulting, Shazam’s exclusive partner in Latin America since June 1, and its media agency, Zenith Optimedia and Performics.
To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier firstname.lastname@example.org to activate your subscription.
Media agency Mídios, led by Héctor González, has been chosen to work on the communication strategy and media planning of Argentinian company Anaeróbicos’ brand Pegamil.
Furthering its reach, Southwest Airlines Co. began operating new international service daily from Ft. Lauderdale-Hollywood International Airport (FLL) to Providenciales International Airport (PLS) in the Turks and Caicos Islands, the carrier’s 11th country served. In addition, Southwest® initiated new service between its South Florida gateway at FLL and both San Jose, Costa Rica(SJO), and Punta Cana, Dominican Republic(PUJ), giving Customers nonstop access from Fort Lauderdale to 10 destinations in Latin America and the Caribbean.
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.
Ten shortlisted nominees for the Golazo Awards pitched their campaigns to the Golazo Award Jury at PortadaLat. Three 3 U.S. contenders were selected. They will be at the final contest at Portada’s Sports Marketing Forum in New York, on September 13th. The jury also determined the winner of the Golazo Latin America Award.
During PortadaLat’s first day in Miami, finalists, and semifinalists pitched their campaign to a highly specialized jury, integrated by Felix Palau, VP at Tecate, Heineken, Ed Carias, Sr. Brand Manager at El Jimador Tequila, North American Region, Brown-Forman,Vicente Navarro, Business Development Director, ACM Connect, and Andres Polo, VP Digital Marketing, Visa. The Golazo Awards were sponsored by Soccer.com.
After asking questions and deliberating how to cast their votes, the jury announced the winners.
The 3 U.S. finalists are:
“My Inter Jersey” / Gravity Represented by: Evgenia Novikova, Managing Director of Gravity Europe and an account lead for Inter. Description: Fans of Inter love to wear their team colors loudly and proudly. Digital natives enjoy generating their own content, especially if they can put their name on it. Our goal was to drive awareness and sales of the new Inter Milan jersey by Nike.
Audi Summer Tour/FC Bayern Munich LLC Presented by: Benno Ruwe, Head of Partnerships, Bayern Munich Description: The 2016 U.S. Audi Summer Tour campaign gave fans that haven’t been to Munich the chance to see their team on home soil. Fixtures in Charlotte, Chicago, and New York, appealed to general sports and soccer fans, including the large Hispanic Bayern fanbase and population there.
AT&T/MNT/The Marketing Arm Presented by: Roberto Saucedo, VP Integration, and Andres Reyes, President Multicultural. Description: In efforts to connect with Hispanic Millennials, The Marketing Arm (TMA) launched the Expresa Tu Pasión soccer campaign, a collaboration between AT&T and the Mexican National Soccer Team (MNT). This campaign engaged Hispanic Millennials, both socially and in the real world through exclusive experiences and activations.
The Golazo Award Latin America winner:
Pepsi “Momentos”/UEFA Champions League/BBDO Represented by: Carlo Espinoza, Sr. Marketing Manager, Description:In 2017, in its second year as a sponsor of the Union of European Football Associations (UEFA), Pepsi launched its first global campaign based on a “Moments” creative platform. The campaign is active in nearly 75 countries including most of Latin America and the U.S. The #PepsiMoment campaign, which features football/soccer stars Sergio Agüero, Alexis Sánchez and Vincent Kompany, looks to build on and associate the Pepsi brand with fans’ excitement in the lead-up to the UEFA Champions League Final on June 3 in Cardiff, Wales.
Feature Image: Carlo Espinoza, from Pepsi, and Fernando Fiore
Get ready to learn from the best sports marketing practitioners at #PortadaLat this Wednesday. Nine shortlisted nominees for the Golazo Award will present their campaigns to the PortadaLat audience and to the Golazo Award Jury. Who will come out on top?
This Wednesday, June 7, three finalists for Latin America and six semifinalists for the U.S. will pitch their campaign, through a verbal and video description to the below Golazo Award Jury members:
– Felix Palau, VP at Tecate, Heineken – Ed Carias, Sr. Brand Manager at El Jimador Tequila – North American Region, Brown-Forman – Vicente Navarro, Business Development Director, ACM Connect – Andres Polo, VP Digital Marketing, Visa
Shortlisted Golazo Award Candidates
The 4 Latin American Finalists
Mastercard / Universal McCann (72 votes)* Represented by:Felipe Molina, Digital Specialties Director for IPG Mediabrands, and Jose Vicente Luque, Head of Media and Agency Relations, Latin America & Caribbean Region * (Portada audience most voted candidates determined the 3 Latin American finalists and the 6 U.S. semifinalists). Description: How Mastercard extended significant presence as a sponsor of Copa America Centenario via a highly digital buzz campaign, to communicate its offers to cardholders in a new way while increasing overall card transactions.
Scotiabank/F.C. Barcelona (12 votes) Presented by: Arturo de la Fuente, director of New Business, Americas, FC Barcelona. Description: FC Barcelona and the FC Barcelona Foundation announced an official partnership with Scotiabank that designates the Canadian bank as the Official Bank of FC Barcelona in Latin America and the Caribbean.
Suicide Squad / Minute Media (27 votes) Represented by: Lynelle Jones, Creative Solutions Director, Minute MediaDescription: Warner Brothers Studios sought to build buzz and excitement around the Suicide Squad movie launch worldwide surrounding the Euro and Copa America 2016, especially among the millennial male audience. Minute Media’s 90min created social engagement tools and an authentically branded content strategy that integrated the movie and characters within the platform’s ecosystem, ensuring the movie made a splash with football fans aged 18-34.
Pepsi “Momentos”/UEFA Champions League/BBDO (44 votes) Represented by: Carlo Espinoza, Sr. Marketing Manager, PepsiCo Latin America Beverages Description: In 2017, in its second year as a sponsor of the Union of European Football Associations (UEFA), Pepsi launched its first global campaign based on a “Moments” creative platform. The campaign is active in nearly 75 countries including most of Latin America and the U.S. The #PepsiMoment campaign, which features football/soccer stars Sergio Agüero, Alexis Sánchez and Vincent Kompany, looks to build on and associate the Pepsi brand with fans’ excitement in the lead-up to the UEFA Champions League Final on June 3 in Cardiff, Wales.
The 6 U.S. Semifinalists
“My Inter Jersey” / Gravity (30 votes) Represented by: Evgenia Novikova, Managing Director of Gravity Europe and an account lead for Inter. Description: Fans of Inter love to wear their team colors loudly and proudly. Digital natives enjoy generating their own content, especially if they can put their name on it. Our goal was to drive awareness and sales of the new Inter Milan jersey by Nike.
Audi Summer Tour/FC Bayern Munich LLC (29 votes) Presented by: Benno Ruwe, Head of Partnerships, Bayern Munich Description:The 2016 U.S. Audi Summer Tour campaign gave fans that haven’t been to Munich the chance to see their team on home soil. Fixtures in Charlotte, Chicago, and New York, appealed to general sports and soccer fans, including the large Hispanic Bayern fanbase and population there.
Johnson & Johnson/MLS/U.S. Soccer (28 votes) Presented by: TBA Description: Johnson & Johnson announced a multi-year extension of its sponsorship as official healthcare partner of MLS and US Soccer. Johnson & Johnson Consumer Brands will be integrated throughout different platforms including digital, broadcast and video content, as well as in-stadium exposure.
AT&T/MNT/The Marketing Arm (24 votes) Presented by: Roberto Saucedo, VP Integration, and Andres Reyes, President Multicultural. Description: In efforts to connect with Hispanic Millennials, The Marketing Arm (TMA) launched the Expresa Tu Pasión soccer campaign, a collaboration between AT&T and the Mexican National Soccer Team (MNT). This campaign engaged Hispanic Millennials, both socially and in the real world through exclusive experiences and activations.
Univision Deportes Digital’s Best Use of Facebook for Copa America Centenario (20 votes) Presented by: Juan Convers, head of Business Development for Sports Univision and Hernando Paniagua, head of Sports Digital Univision. Description: Univision Deportes Digital created the ultimate destination for all things Copa America Centenario through a multi-platform delivery of exclusive content giving fans the feeling as though they were in the game. The unique experience – a fully interactive environment complete with exclusive access to stadiums, players, teams and coaches via Facebook Live Training with on-air talent from stadiums showing warm-up sessions and exclusive content and Facebook Live coverage of more than 611 minutes.
Lifeline of Ohio/Os Group Sports (12 votes) Presented by: Francisco Terreros, Principal ŌS Group Description: A male affinity campaign targeting the Hispanic males, Pass it on is a soccer-related marketing campaign encouraging Hispanic males to register as organ and tissue donors. Featuring Mexican-Argentine soccer legend Tito Villa features the childhood story of Tito as he was raised in a small town in Argentina. The story develops as he explains why the cause of organ and tissue donation is important to him. The 45 day paid social media campaign hopes to target Hispanic males ages 18-35 years old.
How it works
After each award candidate provides a two minute presentation, each member of the jury will ask the finalist one or two questions to grade their campaign. What the jury will be paying attention to is:
Connection/engagement with fans through campaign
Each Jury member gets 30 points (30 for the LatAm finalists contest and 30 for the U.S. semifinalists contest) to distribute them among the award nominees. After deliberations, the jury’s points will be added to the votes provided by Portada’s audience (the 3 finalists and the 6 semifinalists are the candidates that were most voted by Portada’s audience).
The one campaign for LatAm with the most points will become the winner of the Golazo Awards and will be announced the same day. The three campaigns for the US with the most points will pass to next round to participate in the final which will be held in New York City during Portada’s Sports Marketing Forum on September 13.
Sports Marketing will play an important role on Day 1 of PortadaLat this Wednesday. We have added new Ticket Types to Meet Your Needs!
DAY 1: SPORTS AND TRAVEL MARKETING DAY (June 7): The first day of PortadaLat will focus on how technological innovation is impacting key segments of business and marketing with emphasis on Travel and Sports. All sessions, keynotes and marketing-tech showcases are included as well as light food, sandwiches and beverages. (US $199) GENERAL PASS: Attend the overall PortadaLat event on June 7 and June 8. All sessions, keynotes, networking, food and beverage included! (US$549). DAY 2: BRAND INNOVATION DAY (June 8) The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included. (US$ 449!) VIP ATTENDEE: Meet up to 5 high-level brand, agency or media executives of your choice attending or speaking PortadaLat. These 10 minute meetings will take place in a separate room during the first and second day of PortadaLat and are designed to help you build valuable relationships. General Pass offering is included. (US $ 1,999). Secure your spot and start the PortadaLat journey!
The PortadaLat Awards have announced the 2017 Golazo Award nominees. Voting is open through May 19 to determine the finalists who will battle it out in front of a jury at PortadaLat on June 7! Below are the 16 shortlisted nominees. Peer-to-Peer recognition is a foundation of the PortadaLat Awards and it’s up to you to vote on which candidates move on to the finalist round. Check out the nominees and vote for your favorite now!
Agencies, including PR agencies, brand marketers, and media properties were invited to nominate campaigns, concepts and ideas that substantially engage consumers in the U.S. or Latin America through soccer content. These are the nominees:
” MLS “”Stand as One Campaign”/Brooklyn Brothers “
The campaign featured creative elements including television spots, digital and print advertising, in-venue visibility, social content, and storytelling, and was rolled out during the 2016 MLS season. The campaign ran with spots across all MLS’ broadcast partners, along with significant online activation. “Stand as One,” created collaboratively by The Brooklyn Brothers and MLS’ in-house marketing and creative team, was designed to elevate the movement and the sport of soccer in North America. It highlighted the electric and unifying fan and stadium experience that is unique to MLS’ core, as well as the world-class quality demonstrated by its players every week.The campaign was supported by all five of MLS’ national broadcast partners: ESPN, FOX Sports, Univision,
The campaign was supported by all five of MLS’ national broadcast partners: ESPN, FOX Sports, Univision, TSN and RDS, as well as all international and regional MLS broadcast partners. In addition, MLS digital channels, including MLSsoccer.com, MLS Video and MLS’ social media, played a leading role in the campaign. The campaign captured the true essence of MLS by celebrating the stories of MLS’ clubs and local markets. The visual elements reflect the authenticity, unity, and excellence of Major League Soccer, its players and its supporters, who combine to define the sport in the United States and Canada.
“My Inter Jersey” / Gravity
Fans of Inter love to wear their team colors loudly and proudly. Digital natives enjoy generating their own content, especially if they can put their name on it. Our goal was to drive awareness and sales of the new Inter Milan jersey by Nike.
Based on this insight, Gravity proposed to create a web platform that would enable fans to create their own personalized wallpapers for devices depicting the new jersey design.
We targeted fans on social media that re-directed them to a microsite to create personalized jersey. To incentivize fans to purchase the new jersey, the first 10 thousand participates were provided with a discount coupon to buy the jersey from Nike.
Launched in mid-November, it has already attracted more than 24,000 fans from 155 different countries. There are over 12,800 newsletter subscribers and thousands of social mentions and positive sentiment.
In efforts to connect with Hispanic Millennials, The Marketing Arm (TMA) launched the Expresa Tu Pasión soccer campaign, a collaboration between AT&T and the Mexican National Soccer Team (MNT). This campaign engaged Hispanic Millennials, both socially and in the real world through exclusive experiences and activations. To amplify the program, TMA created the “AT&T Expressions” app. A digital platform, which consisted of customized emoticons that brought soccer fan excitement to life. By using these emoticons, AT&T was able to easily interact with Hispanic Millennials in stadiums, music venues, social media channels, and AT&T retail stores nationwide.
The MNT consumer experience included Retail and exclusive VIP events with MNT legendary players, an interactive zone during the pre-game tailgate parties, Fútbol Fiesta, and leveraged the existing relationship with popular Univision sportscaster Adriana Monsalve as a celebrity guest during every match.
FC Bayern Audi Summer Tour 2016 / FC Bayern Munich LLC
FC Bayern Munich opened an office in New York (2014) to grow our fanbase and better connect with fans in the U.S.; bringing them closer to the club they love. In three years we’ve seen interest in Bayern grow from 13M to 27M followers.
The 2016 U.S. Audi Summer Tour campaign gave fans that haven’t been to Munich the chance to see their team on home soil. Fixtures in Charlotte, Chicago and New York, appealed to general sports and soccer fans, including the large Hispanic Bayern fanbase and population there.
Results: • Attendance – 180,000+ for three games • 340M+ people reached via social media • 43.7M interactions & video views on our social channels • 12M+ watched TV broadcast • 65K increase in CRM database, 18K increase in newsletter subscribers • 43 media appointments • 20 player activations with partners
Inter, the Milan-based professional Italian football club, was taking part in the U.S. International Champions Cup, and hoping to make a splash in the U.S. marketplace.
To broaden its reach, Inter worked closely with Gravity to create a campaign that would increase brand relevancy into the lives of U.S. soccer fans.
The campaign featured a video montage of past, and epic, goals, that showcased Inter’s legendary heritage. To further enhance relevancy, these videos used American NBA/NFL/MLB commentators from sports outside of soccer. When Inter was shown scoring a goal, the commentator called out “touchdown” or a “home run” in an effort to “teach America how to cheer.” The unexpected combination of European and American sports promoted Inter in an exciting and engaging way that people (especially soccer fans) across the globe understood.
The four videos were aired globally across Inter’s social media channels as well as boosted with paid social.
Johnson & Johnson announced a multi-year extension of its sponsorship as official healthcare partner of MLS and US Soccer. The sponsorship was first activated in 2015 and this is the second time the consumer brand renews its sponsorship.Johnson & Johnson Consumer Brands will be integrated throughout different platforms including digital, broadcast and video content, as well as in-stadium exposure. Johnson & Johnson will also continue to create on-site activations during relevant MLS events, such as the All-Star Game, which is presented by Target and the MLS Cup. For the US Soccer partnership, the healthcare company will sponsor both male and female senior and youth national teams. Johnson & Johnson will use its partnership to expose many of its different brands on the field. It will also integrate it into its marketing strategies, including the Johnson & Johnson Donate a Photo app, through which people can connect with causes that they care about and other key platforms and partners.
Juanfutbol has disrupted soccer media in Mexico and US Hispanics since 2014. Created by the same entrepreneurs who founded mediotiempo (soccer-specific site acquired by Time Inc in 2010) juanfutbol has a unique storytelling proposition constantly innovating around formats, channels, brands and content marketing. “juan”, has a unique character that presents solid brand features which are very difficult to replicate by other players. juanfutbol is perhaps the brand with the highest engagement among soccer media brands in Facebook and it’s millennial language makes this brand a solid player within the younger generations that consume media in new ways.
A male affinity campaign targeting the Hispanic males, Pass it on is a soccer-related marketing campaign encouraging Hispanic males to register as organ and tissue donors. Featuring Mexican-Argentine soccer legend Tito Villa features the childhood story of Tito as he was raised in a small town in Argentina. The story develops as he explains why the cause of organ and tissue donation is important to him. The 45 day paid social media campaign hopes to target Hispanic males ages 18-35 years old.
The candidate deserves the award not only for the creativity in creating this analogy between soccer and life but also because of her commitment to empowering the Latino community around the world by providing top quality content to help the audience develop a success and happiness mindset. In this respect, latino men need to upgrade their game, but they are reluctant to personal development.
This specific campaign (not yet launched) targets Latino professional men in their 40s, who have achieved a great deal in their careers, but they feel trapped (not happy with their personal life, not really valued in their companies, burned out, etc.)
Because men are not the typical candidates for personal development, this campaign aims at speaking their language by making an analogy with soccer.
An amazing way of how Mastercard extended significant presence as a sponsor of Copa America Centenario via a highly digital buzz campaign, to communicate its offers to cardholders in a new way while increasing overall card transactions.
In 2017, in its second year as a sponsor of the Union of European Football Associations (UEFA). Pepsi launched its first global campaign based on a “Moments” creative platform. The campaign is active in nearly 75 countries including most of Latin America and the U.S. The #PepsiMoment campaign, which features football/soccer stars Sergio Agüero, Alexis Sánchez and Vincent Kompany, looks to build on and associate the Pepsi brand with fans’ excitement in the lead-up to the UEFA Champions League Final on June 3 in Cardiff, Wales. Taglined “Show How Much It Means,” the campaign celebrates the sport’s fans by depicting their passion before, during and after matches. Pepsi posted creative from lead agency AMV BBDO on YouTube, including a 60-second anthem video that’s a montage of game-related moments, called “We Know How Much It Means”; several 10-second videos excerpted from the anthem; and short videos featuring the three brand-rep athletes talking about their favorite football moments. The campaign spans “always-on, exclusive content” and shareable social media creative, including fan-generated content. The campaign lives on Facebook, Instagram Stories, and Snapchat. Digital elements launched this week in the U.S. and most of the other nearly 75 countries targeted for the campaign, a brand rep reports. TV spots are also broadcast in most of those markets.
FC Barcelona and the FC Barcelona Foundation announced an official partnership with Scotiabank that designates the Canadian bank as the Official Bank of FC Barcelona in Latin America and the Caribbean. This agreement will allow Banco Colpatria, Scotiabank’s Colombian partner, to sponsor youth-focused programs in Colombia, as well as participate in events and offer soccer experiences to its clients. Because it will support young people from Colombia through various programs sponsored through Banco Colpatria. The winners of the Scotiabank-organized championship will be able to travel and attend training events in Barcelona, Spain. Scotiabank, in association with its Colombian partner Banco Colpatria, will host a four-day FutbolNet Festival, in which a thousand young players will train and learn important sports and life skills.
Suicide Squad / Minute Media
Target: Latin America and Europe About: Warner Brothers Studios sought to build buzz and excitement around the Suicide Squad movie launch worldwide surrounding the Euro and Copa America 2016, especially among the millennial male audience. Minute Media’s 90min created social engagement tools and an authentic branded content strategy that integrated the movie and characters within the platform’s ecosystem, ensuring the movie made a splash with football fans aged 18-34. On the product side, we wanted to create tools that tapped into the conversations that were occurring organically on the 90min platform, including which players should start for each game within the Euros and Copa games. We developed the Suicide Squad Selector which encouraged fans to create their own squads. The Squad Selector gave fans a platform to voice which players they thought should start the next Euro and Copa game for their country. Fans were able to share their squad socially, creating debate amongst fans and fueling the reach of the campaign. Beyond the custom Squad Selector, 90min also created a proprietary Squad Reaction tool, a new touchpoint for fans to emotionally engage with any piece of content on 90min, leveraging the characters from the movie. Fans rated content based on the movie characters. On the content side, our editorial team developed 37 pieces of localized content that seamlessly integrated the movie characters and theme into football content. Results: – The Squad Selector generated 27.7 million impressions, with more than 250,000 squads created and an increased social engagement rate of 33% against benchmarks – The Squad Reactions generated close to 20 million impressions with a 12% interaction rate – 4 Million Trailer views across all platforms”
Calling the move its largest push into team sports, national big box retailer Target signed a multi-year deal to become an official partner with Major League Soccer, US Youth Soccer and the U.S. Soccer Foundation. In addition, the Minneapolis-based company became the jersey-front sponsor for the expansion MLS Minnesota United FC, with activation to include presenting sponsorship for the team’s initial campaign. As part of the strategy, Target is partnering with a number of its leading vendors, including Belkin, Crest, Degree, Dove, Energizer, GE, Gillette, GSK, Hershey’s, Kimberly-Clark, Philips, Scotch-Brite, Smuckers, Tide and Venus. Under terms of the deal, Target will run spots during MLS broadcasts on Univision, Fox Sports and ESPN; and will have “opportunities for in-stadium experiences, player appearances and ownership of certain major MLS platforms,” which the league said would be unveiled in the future.
Univision Deportes Digital’s Best Use of Facebook for Copa America Centenario
Univision Deportes Digital created the ultimate destination for all things Copa America Centenario through a multi-platform delivery of exclusive content giving fans the feeling as though they were in the game. The unique experience – a fully interactive environment complete with exclusive access to stadiums, players, teams and coaches via Facebook Live Training with on-air talent from stadiums showing warm-up sessions and exclusive content and Facebook Live coverage of more than 611 minutes.
All platforms experienced tremendous growth and impressive engagement metrics all-around, combining both organic and paid activations which translated into our best tent pole event ever in terms of web traffic, and social media was a big part of it. The average FB Live reached 1.2M soccer fans. Social brought more unique to our website for Copa America Centenario than the 2014 World Cup and 2015 Gold Cup combined. In addition, there were branded content extensions with Verizon, MillerCoors, Sprint, Western Union, and more.
The campaign is running throughout the USL league’s seventh season and includes additional themes that will spotlight both the heightened level of competition on the field and the significant growth of the USL itself as it continues to drive toward its goal of becoming one of the most respected and recognized Division II leagues in the world. The “Raise Your Game” campaign is supported by the USL’s national broadcast partners, as well as regional broadcasters across the country. Additionally, the campaign will be carried across the USL’s digital channels, including USLSoccer.com and USL Social Media.
What: The NFL has become more popular in the Mexican market, creating a great business opportunity. An example of this is the game between the Oakland Raiders and the Houston Texans, which will be played in Mexico in November 2016. Why It Matters: In 2015, the NFL brought in US $1.2 billion in revenue, a 4.4% increase from 2014, according to the consulting firm IEG. The vast majority of these revenues came from the the U.S. However, countries like Mexico where audiences love football are high growth opps for the NFL. The popularity of the NFL in Mexico represents a huge marketing opportunity for sponsors, who benefit from the exposure and association with a powerful brand.
For the NFL, Mexicans represent the largest market in the world outside of the United States. This was obvious when 100,000 seats to the game between the Houston Texans and the Oakland Raiders, to be held at Azteca Stadium on November 21, sold out in minutes.
In 2015, the NFL brought in US $1.2 million in revenue, a 4.4% increase since 2014, according to the consulting firm IEG.
The company officially reached Mexico 15 years ago. It has 15 official sponsors like Kanorte, Bridgestone, Pepsi, Bud Light, Gatorade, Sabritas, Dove, Dodge and Lala, to name a few, which cover the $15 million that it costs, on average, to put on an NFL game outside of the United States.
On average it costs US$ 15 million to put on an NFL game outside of the United States.
The popularity of the NFL in the United States and Mexico represents a huge marketing opportunity for sponsors, who benefit from the exposure and association with a powerful brand.
Nonetheless, the American newspaper The Wall Street Journal published research conducted by the consulting firm FanLab, which looked at brand recognition among followers of three sports leagues: the MLB (baseball), car racing (NASCAR) and American football (NFL), and the results didn’t look good for football. NFL fans could only name 1.6 brands or categories associated with that sport, far below the 2.1 that baseball fans recognized, and just less than a third of those that NASCAR fans could follow.
The challenge for sponsors will be to obtain the best return on investment. “NFL ratings definitely create brand exposure, but the return on investment and brand recognition are more related to the activations that each sponsor conducts,” warns Navarro. “Brands need to be smart in how they take advantage of the benefits of their partnerships, particularly when sponsoring something like the NFL, which isn’t cheap. The majority of sponsors develop a multiplatform activation to leverage the partnership.”
To sponsorships and ticket sales the NFL adds the revenues from broadcasting rights and product sales (merchandising) to obtain total revenues.
Javier Salinas, a specialist in sports marketing and the Director of Sports at Grupo Expansion, considers that the NFL in Mexico “has stagnated, because it isn’t taking the Mexican fan into account. Their business model is to win without investing. The sponsors pay for it.”
“If you have millions of Mexicans that are consuming your product and over 10 years you never brought them a game, from a marketing perspective, it shows great ignorance, and from a social point of view, it shows a lack of respect,” he adds.
The NFL will play three official games in England next October, a month before traveling to Mexico.
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 Jennifer Chan at 347-840-1311 or e-mail her at email@example.com SEE A DEMO OF THE DIRECTORY!
Delta Airlines has awarded Omnicom’s PHD its media account after a review. Digitas, part of Publicis Groupe, was the incumbent. The company has spent about US$50 million on ads in the U.S. in the past couple of years and is planning to double that number, According to people familiar with the matter.
H&M has selected Interpublic Group’s UM as its new media agency in the U.S., Adage reports. The shop, which adds the U.S. to the 15 other markets IPG’s media agency network already supports, replaces incumbent Publicis Groupe’s Zenith.UM declined to comment for this story. H&M and Zenith didn’t immediately respond to requests for comment. The fashion retail giant spent US$34.9 million on measured media in 2015, according to Kantar Media. UM won Coca-Cola, Johnson & Johnson, CVS and the New York State Lottery accounts in 2015.
EL POLLO LOCO
El Pollo Loco has appointed Harmelin Media as its media agency of record, beginning July 1. El Pollo Loco has more than 430 company-owned and franchised restaurants in Arizona, California, Nevada, Texas and Utah. The company has invested approximately more than US$25 million annually in media planning and buying. El Pollo Loco spent US$16.7 million on measured media in 2015, according to Kantar Media.
Minneapolis-based retailer Target increased its Hispanic marketing effort by airing four 30-second spots as part of its “Lúcete A Tu Manera,” which translates to “Show off your way,” campaign during the Billboard Latin Music Awards last April 28.In addition, the retailer will spend 20% more this year than last year on Hispanic Marketing efforts. In 2014, the company spent US$55.5 million, on Hispanic U.S. measured media, according to the Ad Age Datacenter.Three of the spots will feature Latin influencers including Carmen Carrera and Rita Moreno.The fourth spot will be a compilation of user-generated content from an initiative with Dubsmash, the mobile video app. Shoppers were asked to film themselves lip-synching to “Soy Yo” while wearing Target products. Target worked with Mother New York on the campaign.Two of the Latin infuencer spots will continue to run on English-language TV after the awards, while the third will run on Spanish-language TV through July 2.This effort follows Target’s major Hispanic marketing effort called “Sin Traducción,” which focused on Spanish terms and moments without English translations.
With less than a week to go before the Canelo vs. Khan Fight Week in Las Vegas, Tecate, the fight’s presenting and exclusive beer sponsor, is launching several digital activations.In February, Tecate, Golden Boy Promotions and boxing’s biggest star Canelo Alvarez, announced they were partnering and would feature the prizefighter in the brand’s upcoming national English and Spanish advertising broadcast campaign which debuted on April 11. Now, Tecate and Golden Boy Promotions are releasing the free Bold Punch iOS app which integrates fans 21+ into all the fight week activities starting on Monday, May 2 via live streams and virtually in the ring during fight night. Wednesday, April 27, Tecate is launching a dedicated Twitter promotion giving fans 21+ the opportunity to win their very own version of the WBC world championship belt by following @Tecate and clicking the button “#BoldestBeltSweeps” from the brand’s latest tweet featuring Canelo. Five winners will be announced by the Tecate Chicas through the brand’s Twitter live stream on Friday, May 6. Additionally, Tecate is offering fight fans one more way to get closer to the match through a simple text-to-win sweepstakes. The sweepstakes will close on April 30.To date, Tecate’s promotion of Canelo vs. Khan includes a national English and Spanish advertising broadcast campaign featuring Canelo in ‘Flashy’; extensive media buys across Las Vegas like building wraps and digital billboards; an aggressive national retail program across 6,000+ stores.
Pepsi has released its new emoji-themed commercials with its 100 five-second spots that will air on TV and in search-triggered digital media this summer. Agencies Motive and Quietman developed the creative, while Quietman produced all the spots. The effort its being promoted with the hashtag #sayitwithpepsi. The spots will run on both network and cable TV.
Asummary 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 Jennifer Chan 347-840-1311 or e-mail her at firstname.lastname@example.org. SEE A DEMO OF THE DIRECTORY!
::: Pepsi ::: Dentyne ::: SafetyPay ::: Grupo Hotusa :::
Pepsi is planning to market specially designed emoji cans and bottles in more than 100 global markets this year, including the U.S, according to Adage. As part of the effort, there will be almost 70 global and locally designed “PepsiMojis” printed on cans, bottles and cups all over the world.The marketer also has plans to extend the emojis beyond packaging as a means to bridge retail marketing with digital marketing(Emojis are mostly confined to the digital world.) In addition, the brand has designed emojis specifically targeted for each market.To celebrate “World Emoji Day” last year on July 17, Pepsi released a “#PepsiMoji Keyboard” that is still available on Apple’s App Store and on Google Play.
McCann Argentina’s fun new campaign for Dentyne gum shows how consumers do not care to ‘share’ their breath. Dentyne is part of Mondelez Group. ‘Force’ other people to smell how fresh is your breath, it may be hilarious for those who watch the ‘fresh’ spots part of the “Flaunt Your Breath” campaign.
SafetyPay, a secure electronic payment platform, is expanding its portfolio and opening offices in Chile and Ecuador, so that it now operates in 19 countries. Brazil has registered significant participation, with a 500% increase as a result of agreements and strategic partnerships.The company has added new functionalities to existing products, and incorporated solutions into its portfolio.
Spanish company Grupo Hotusa continues its expansion in Latin America with two new establishments in Mexico City (Mexico) and Bogota (Colombia). Both hotels will become part of the Exe Hotels chain, which has more than 40 hotels in top international destinations.The company has purchased NY.T Roma hotel in Mexico City, which will now be called Exe Cities Reforma 4*, and has signed a lease for the Exe Santafé Boutique Hotel 5*, its second establishment in Bogota alongside Exe Bacata 95 and awaiting the new Eurostars Bacatá 5*, located in the BD Bacatá tower with 323 rooms, which is expected to open in mid-2016.Eurostars Hotel Company, the group’s hotel division, currently operates 150 hotels in 16 countries. In the Americas, the group is present in Argentina, Colombia, the United States, Mexico and Peru.
Publicis Groupe’s Starcom MediaVest has lost Walmart, one of its largest North American accounts worth an estimated US$900 million a year. “We are taking a different direction and looking for new ways to use media to connect with our customers.”, a Walmart spokesperson said. Walmart recently moved to manage its digital media in-house, creating it’s own exchange called Walmart Exchange. In 2015, MediaVest lost two other major clients: Procter & Gamble and Coca-Cola’s North American accounts.Read more.
Bojangles’, a QSR chain, has selected Charlotte-based AC&M Group, as their agency of record for the U.S. Hispanic market. AC&M Group will handle Hispanic-marketing initiatives, including campaign strategy, creative, planning and execution for Bojangles’.Hispanic visit QSRs (Quick Service Restaurant Chains) more often than non-Hispanics. Spanish Language Dominant Hispanics visit QSRs even more often.Kicking-off in the first quarter of 2016, the multimedia campaign will combine traditional and online media to connect the iconic restaurant chainwith Hispanic consumers.
Pepsi is planning to market specially designed emoji cans and bottles in more than 100 global markets this year, including the U.S,according to Adage. As part of the effort, there will be almost 70 global and locally designed “PepsiMojis” printed on cans, bottles and cups all over the world. The marketer also has plans to extend the emojis beyond packaging as a means to bridge retail marketing with digital marketing(Emojis are mostly confined to the digital world.) In addition, the brand has designed emojis specifically targeted for each market.To celebrate “World Emoji Day” last year on July 17, Pepsi released a “#PepsiMoji Keyboard” that is still available on Apple’s App Store and on Google Play.
El Jimador Tequila
Margarita season officially kicks off on February 22nd with National Margarita Day!If you are like the 64 percent of millennials who drink margaritas outside of the summer season, according to a survey commissioned by Mexican tequila el Jimador Tequila, then this is the best news since the invention of the blender! To kick off Margarita Season and spread the cheer, el Jimador Tequila will be hosting Margarita Trails around the country. Learn more by visiting elJimador.com and join the conversation on Twitter.com/jimieljimador with #elJimador and #NationalMargaritaDay. Happy National Margarita Day!
WPP’s Mindshare has been named cereal giant General Mills’ new media agency. The agency’s Chicago and New York office will oversee buying and planning for the snack food and cereal giant starting October 1. General Mills will spend US$823 million on advertising during fiscal 2015, down from us$866.4 million last year. The incumbent agency Publicis Groupe’s Zenith Media had held the account since 2001. (Check out today’s Interview with General Mills’ Monica Granados on its relaunched Que Rica Vida content marketing initiative.)
Citi has consolidated its global media business with Publicis Groupe following a review that began in May.Publicis Groupe created One Citi Global to house creative, digital and production duties on the Citi account one year ago. One Citi Global will now hold all of the work Citi puts out, including the new media assignments.Media incumbents include WPP’s MEC, which handles Citi media in the U.S. and international regions, and Publicis Groupe’s Starcom MediaVest Group, which supports the client in a couple international markets through One Citi Global.Through separate media operations, Publicis Groupe now supports Visa (Starcom), Bank of America (Starcom) and Citi (One Citi Global).The financial services company spent US$332.5 million on domestic measured media in 2014, according to the Ad Age DataCenter.
Pepsi-Cola is releasing a new spot together with Omnicom’S BBDO, New York in the U.S..The new spot features Seattle Seahawks star Marshawn Lynch that plays off his notoriously evasive approach with the media. The ad was quietly posted on Pepsi’s YouTube page last weekend and has since garnered more than 720,000 views.The brand would soon be running it on TV. She also confirmed that BBDO, New York is the agency. BBDO, New York has regularly produced work for PepsiCo-owned Mtn Dew and the company has a long-running relationship with Omnicom. BBDO has also been involved in global Pepsi work in recent years. But BBDO, New York has not made a TV ad for brand Pepsi for the U.S. since 2008.
Snickers has launched a new packaging gimmick featured in a new ad.The Mars-owned candy bar’s personalized wrappers jibe with its “You’re not you when you’re hungry” campaign. The bars feature 20 words like Cranky, Grouchy, Snippy, Loopy, Sleepy, Rebellious and Whiny.In the ad, named “Dial-A-Snickers,” a call center operator takes phone calls from people requesting a Snickers for a hungry loved one. The operator seeks to diagnose which bar would be appropriate for that person, given his or her “symptoms.” A bike messenger then brings the designated Snickers to the needy party.Snickers has 20 versions of the new packaging.
PayNearMe, a financial services technology company, has partnered with 7-Eleven, Inc. to introduce the PayNearMe Bill Pay app, enabling U.S. consumers to pay over 17,000 national and local billers with cash using a convenient barcode scan at participating 7-Eleven stores. The domestic bill payment service is the first in a line of affordable financial services that the company plans to offer cash-preferring U.S. consumers and extends the reach of PayNearMe’s existing cash merchant processing offering for businesses.The PayNearMe Bill Pay app serves as a full-service bill payment center, allowing cash users to keep track of payment history, set reminders, and securely pay their bills in under 60 seconds with one trip to their local 7-Eleven store. Most of 7-Eleven’s nearly 8,000 U.S. stores are open 24/7, allowing users with even the tightest schedules to easily and conveniently stay on top of their bills.The wide range of billers that are payable include cable companies, utilities providers and insurance companies, as well as PayNearMe’s existing merchants such as Greyhound bus, and Indego, the city of Philadelphia’s bike share program. With money transmitter licenses already secured in all 48 states where they are required, PayNearMe expects to add national and regional retailers to its payment location network in the coming months. Other financial services are expected to follow.Both the PayNearMe Bill Pay and 7-Eleven Bill Pay Operated by PayNearMe apps are available to download for free in the Google Play store or iTunes App Store. Consumers can begin paying bills in three easy steps.
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. 9 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at email@example.com SEE A DEMO OF THE DIRECTORY!
VoixStar Telecom is set to start operations by this coming summer, with headquarters in Florida and operations in 2 other countries.With full mobile service, VoixStar will be a 360 Solutions Telecom, offering mobile, VOIP services, no PIN prepaid long distance and reloads or top-up for any mobile company in the world.VoixStar will start operations in a MVNE, offering full mobile LTE service in the U.S and 4G in Mexico and Colombia.VoixStar Mexico is also set to start operations at the same time as the U.S. this coming summer. VoixStar appointed Israel Iturbide as President of VoixStar Mexico with headquarters in Mexico City.In Colombia, VoixStar is schedule to launch their operations in the city of Cali. www.voixstar.com
Liquor marketer Bacardi Limited is about to shift global creative duties to BBDO Worldwide and media responsibilities to OMDWorldwide. The two Omnicom Group agencies will oversee Bacardi as well as other major bands including Grey Goose, Martini, Bombay Sapphire, Dewars, William Lawson’s, Cazadores and St. Germain.The company did not hold a formal review. Bacardi, one of the world’s largest privately held spirits company, spent US$74 million on measured media in the U.S. in 2014, according to Kantar Media. As of 2013 the company ranked as the 131st-largest ad spender in the states, according to the latest ranking from the Ad Age DataCenter.Media has been handled by WPP’s Mindshare in the U.S., and by Publicis Groupe’s ZenithOptimedia in Europe. The agency consolidation comes as Bacardi is in the midst of cutbacks.BBDO and OMD will handle the business from two global hubs in New York and London.
Visa has begun a global media agency review for the first time in over seven years.Omnicom’s OMD retained its U.S. account and added more international business during the last review. Visa spent us$113 million on measured media in the U.S. in 2014, according to the Ad Age DataCenter.
Pepsi is giving creative control of its most iconic brand equity, the Pepsi can, to fans. As part of the 2015 #PepsiChallenge, consumers will have the opportunity to re-envision the recognized can with their own special designs and creative flair in the “Live For Now” Design Challenge.Led by #PepsiChallenge global ambassador and world-renowned fashion designer and creative director, Nicola Formichetti, the “Live for Now” Design Challenge will kick-off with a design concept from Formichetti, featuring his beloved Nicopanda emblem, that will serve as inspiration and lay the groundwork showcasing where consumers can go with their own submissions. A blank Pepsi can, with only the logo intact, allows consumers to re-imagine the facade of the Pepsi can, with the only limitations their own imagination.Continuing through May 13th, submissions from around the world will be accepted on www.PepsiChallenge.com, with one (1) winning designer offered a once-of-a-lifetime design experience at the PepsiCo Design & Innovation Center in New York City working alongside PepsiCo’s industry-leading design team.Every time consumers around the world use the #PepsiChallenge hash tag on public Instagram, Facebook, Twitter or YouTube profiles, Pepsi will donate US$1 to Liter of Light to help bring environmentally-friendly, inexpensive and easy to make lights to those around the world who need it most.The Pepsi Challenge will continue throughout 2015 with additional global and local challenges. Challenges are issued on Pepsi social channels, PepsiChallenge.com and via global and local ambassadors.
Fragrance manufacturer Coty is conducting a review to consolidate global media. As part of the review, the company is asking agencies to agree to 150-day lags in payment.The beauty giant is currently based in New York, has a limited number of contenders.OMD, which supports Coty in the U.S., U.K., Ireland and Canada, has declined to participate in the review.Agencies within WPP’s GroupM and Dentsu Aegis will not participate as well, according to industry executives.Havas Media, Interpublic’s Initiative and Publicis’ Zenith have also been invited to participate in the review.
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 COROPORATE 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 firstname.lastname@example.org. SEE A DEMO OF THE DIRECTORY!
::: Pepsi-Omnicom ::: WPP-Wunderman-Phantasia ::: MetLife-Wunderman ::: Gillete-BBDO New York ::: Socialive-Unilever :::
Pepsi has selected Omnicom over New York agencies Lloyd&Co and Moondog for the creation of its latest global ad campaign in its ‘Live For Now’ campaign. The 30-second ad features the track ‘High’ by US group Young Rising Sons, and concludes with a jingle last used in a 2001 TV commercial starring Britney Spears. A series of four ads will run in North America, Europe and Latin American markets.The company has confirmed that global brand ambassador Beyonce will not appear in any Pepsi marketing during 2015.
WPP agency Wunderman has acquired a majority stake in Peru-based digital marketing agency Phantasia to develop its strategic network in Latin America.Founded in 1998, Phantasia employs 200 people at its Lima office, and has been a Wunderman affiliate since 2012. Its clients include Telefonica, Backus, Banco de Credito, Samsung and Coca-Cola.WPP claims to generate US $1.6bn in annual revenues in Latin America, though only US$40m currently from Peru, where the company employs 700 people.
MetLife Latin America
Insurance company Metlife has chosen Wunderman’s Regional Hub to develop social networking and corporative sites strategies.Wunderman’s Regional Hub will be responsible for implementing digital strategy for social networks and corporate sites of MetLife in Latin America.
Gillete has released its new global campaign, a BBDO New York effort, “Usa tu y” .The campaign is a proclamation against stipulated labels that indicate what women are or should be. Thus, real women’s complexity is much higher than that of the stereotypes about women.
Under the slogan “Social is alive, so are we,” is born the new agency Socialive. The new agency has won all Unilever digital accounts (creative).Socialive is led by Lucia Verdaguer, Nicolas Bugari, Cañeque Lucia and Francisco Mora.
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 email@example.com SEE A DEMO OF THE DIRECTORY!
Cord Media Company-Hollywood Park Casino
Cord Media Company, afull-service agency specializing in resort casinos and home builders,has been retained by Hollywood Park Casino as agency of record for creative design, social media, public relations, television and radio advertising production, as well as media placement.
Brown-Forman has awarded its global media account to Publicis’ MediaVest following a four month review.The agency will replace incumbent UM, which also participated in the final review. Other agencies competing for the account included Maxus and Zenith Media. UM held the account for over a decade. According to Kantar Media the company spent US$52m on advertising in the US in 2013 and works with several brands such as Jack Daniel’s, Chambord, Early Times, Old Forester and Southern Comfort.
Coca Cola-Sabado Gigante
Univision’s Sabado Gigante (Giant Saturday) is bringing viewers a special one-hour televised program “La Hora de la Felicidad” (The Hour of Happiness) in partnership with Coca-Cola. The Hispanic holiday campaign “Haz a Alguien Feliz” (Make Someone Happy) will be aired during the special on Saturday, December 6, 2014 from 9 p.m. to 10 p.m. ET on the Univision Network.“La Hora de la Felicidad” will be filled with happiness-themed segments including: “Family Reunion,” “Musical Performance,” “Dream Come True” and “Act of Kindness Story.” Viewers will also have a chance to win a US $100 gift card by tweeting how they are spreading happiness this holiday season through small acts of kindness by using the hashtag #HazAlguienFeliz and the @sabadogigante handle. Post-show footage will be featured on Gigante.com with viewer reactions to the program from key Hispanic markets in the U.S.Coca-Cola will also sponsor a segment on Univision’s morning show, Despierta America (Wake up America), on Monday, December 8, 2014.The fully integrated campaign will feature new TV, print, out-of-home, POS, radio, Delta in-flight and Macherich mall advertising.
Tecate and Tecate Light
Tecate’s Manfidence effort on Facebook is backed by a substantial off-line media campaign. The off-line Manfidence campaign includes English and Spanish language :30 radio spots. These spots are aired throughout the sunbelt states including Arizona, Texas and California. The OOH is featured in the same geographic areas and includes situations that any man with confidence and wittiness could face such as “Spend countless hours grooming your chest hair? Blame your Manfidence.” SMV is Tecate’s media buying agency.
Univision Deportes: Pepsi, Allstate, Jack Daniels…
Univision Deportes, the sports division of Univision Communications Inc. (UCI) has announced the roster of official sponsors for the inaugural Premios Univision Deportes (Univision Sports Awards). Pepsi®, Allstate®, Jack Daniel’s®, MetroPCS®, Miller Lite® and SNICKERS® Brand have all signed on to support the two-hour presentation honoring top athletes and teams from the leagues and sports that Hispanics care about most. Premios Univision Deportes will take place in Miami and will debut on UniMás on Thursday, December 18th, at 9:00 p.m. ET/PT with a simulcast on UDN (Univision Deportes Network).Pepsi® joins the roster as co-presenting sponsor . Allstate® will activate an integrated campaign around its own award category “El Mejor Momento de la Mala Suerte” (The Best Bad Luck Moment) with fans voting for ‘La Mejor Jugada de la Mala Suerte en Brasil’ (Bad Luck’s Best Play in Brazil) by selecting their moment of choice among ten videos depicting bad luck moments from this year’s World Cup tournament in Brazil. Videos can be viewed online at univisiondeportes.com/PremioMalaSuerte.Jack Daniel’s® sponsorship includes an on-air integration, titled “Momentos Como Nunca 2014” (Plays Like Never Before 2014).MetroPCS® will present the “What Would You Have Done?” segment. Miller Lite® will present the Breakthrough Athlete of the Year award. Snickers® Brand will present the Liga MX Champion’s Award. For more information about Premios Univision Deportes, visit univisiondeportes.com/PremiosUD.
Nickelodeon has shifted its’ media account to Spark, a unit of Publicis Groupe’s Starcom MediaVest Group, after a review. The cable network, a unit of media giant Viacom, spends nearly US$10 million in media annually.Three other agencies, including PHD and Media Storm, competed for the account.The assignment includes planning and buying in both traditional and digital media. Nickelodeon programs include SpongeBob SquarePants, iCarly, Big Time Rush, Fairly Odd Parents, Dora the Explorer, and Sanjay and Craig.Goodby, Silverstein & Partners previously handled the business. Goodby also created ads for the brand, but those responsibilities ended in October. The Omnicom Group shop had worked on Nickelodeon since 2010.
Chanel has launched an eight-minute film called ‘Reincarnation’ featuring model Cara Delevingne and music star Pharrell Williams to spot its Métiers d’Art event in Salzburg, Austria.The film, directed by Karl Lagerfeld, shows Delevingne and Williams as workers at a hotel who are transformed into Austria’s historic monarchs Emperor Franz Joseph I and Empress Elisabeth.The duo perform a new song written for the ad, ‘CC the World’, while Géraldine Chaplin reprises her role as Coco Chanel, whom she portrayed in last year’s Métiers d’Art film.
Check out Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 5 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at firstname.lastname@example.org SEE A DEMO OF THE DIRECTORY!
What: The content marketing and syndication platform NewsCred has recently expanded to Latin America by doing licensing agreements with several publishers in the region and using the translation rights for English-language sources. Other companies like Outbrain, Taboola and Skyword have recently expanded to Latin America or are already present in the space. Why it matters: Content Marketing Services are in demand in Latin America.U.S. based content marketing services firms can leverage their relationship with U.S. based Fortune 500 companies and help them with their Latin American content marketing needs. NewsCred has been able to do that with its Pepsi and SAB Miller clients.
The platform has recently expanded into Latin America, forging licensing agreements with a variety of LATAM publishers, including AFP Espanol, Huffington Post Voces, EFE. It also has translation rights to English-language sources including Popular Science, the Daily Telegraph and Sauveur.
The South American expansion enabled the company to extend its existing relationship with Pepsi, in which it helped the beverage company to recreate Pepsi.com from a corporate-information site into a multimedia consumer portal called Pepsi Pulse. Pepsi Pulse content is now tailored to over 80 local markets, allowing Pepsi to create a global brand campaign on a hyper-local level. The content is heavy on entertainment – sports, movies, pop culture and celebrities.
A month after launch, the revamped site drew 87 percent more unique visitors than the previous month, along with a 2700 percent increase in social referrals.
NewsCred focuses on what Kayvan Salmanpour, NewsCred’s vice president of international, calls “content-driven performance.” He says, “We want to focus on how the content is having an effect on lead generation, driving more leads to the sales team or having effect on tangible retention. On the B2C side, how does it lead to deeper engagement and drive traffic back to our client’s site?”
SAB Miller wanted to create an English-language destination for men aged 25 to 45 and living in Latin America. It partnered with NewsCred to build a nightlife destination filled with entertainment content. Interestingly, NewsCred has found that English-language content has cachet with affluent LATAM consumers.
Skyword is another strong player in the content marketing services sector that has been present in Latin America for some time now.
Eyeballs for publishers
While brands need content to entertain consumers, entertainment content publishers need eyeballs, so they contract with “discovery platforms” like Outbrain, Taboola and others, to put links to selected content in front of consumers who are likely to be interested, based on the vendors’ proprietary algorithms. (Earlier this month, Outbrain partnered with NewsCred to bring together content discovery for publishers and content licensing for brands.)
Outbrain, which partnered with Univision to reach Hispanics in the U.S. in 2012 and is now in 16 LATAM markets, uses more than 50 algorithms to determine what content to suggest to individual consumers, and these algorithms can be adjusted based on a client’s needs. Erik Cima, general manager for LATAM at Outbrain, says that the company has found that, while consumers everywhere have individual interests, there isn’t a big difference in their behavior from region to region in terms of what he calls “clicky” content.
2014 just started and we say it’s going to be a banner year for Hispanic marketing. GroupM expects U.S. overall advertising expenditures to increase by 2.9% to US $161 billion. eMarketer expects a 3.8% increase to US$ 171.33 billion. We say that Hispanic advertising will grow substantially more than eMarketer’s and Group M projections for the general market. Below 7 growth drivers, and some challenges, for marketing, advertising and media executives to take into account.
1. Total Market? Yes but with culturally “fluent” Messaging
One thing is clear by now, the “Total Market approach” has been adopted by the majority of Corporate America as the appropriate approach to target the U.S. consumer. The latest example of this is T2 or Total Toyota. The automaker just announced that its longtime ad agency Saatchi & Saatchi will take the lead over three other Public is Groupe agencies that currently handle multicultural marketing duties—Conill Advertising (Hispanic), Burrell Communications (African-American) and Zenith (Broadcast and out-of-home media buying), along with InterTrend Communications (Asian-American marketing). The new unit will be called T2 (Total Toyota). It is crucial though that the Total Market approach includes culturally appropiate messaging that deeply resonates with a brands different constituencies. Carlos Saveedra, director of Multicultural Marketing at Pepsi, and a speaker at last year’s ANA Multicultural Marketing Conference uses the term Cultural Fluency:”Cultural Fluency means to market at intersection of interests (e.g. Fashion, Sports etc), rather than to one group in particular.” “It is about being inclusive about the entire texture of multicultural consumers.” Pepsi transitioned from having a multicultural team to have multicultural marketing objectives be included in each brand’s goals. “Brand managers are accountable to connect with the multicultural consumer. They need to know the multicultural consumer as well as general market consumers.” Saavedra said and added that Hispanic focused executions are not necessarily wrong. But he said that by taking a cross cultural approach, Pepsi discovered that the NFL is very attractive to Hispanics. Before Pepsi obtained this insight, Hispanic campaigns only revolved around soccer.
Brand Managers are now accountable to connect with the Hispanic consumer.
2. The 2014 Soccer World Cup and the Conversation around it
Advertising related to the 2014 Soccer World Cup can increase ad-sales of major Hispanic media properties by up to 40% compared to a non-World Cup year, say executives of Hispanic media properties interviewed by Portada. World Cup right holders (English and Spanish-language TV, online and Radio) are working hard to monetize these rights. But the World Cup offers also other media properties plenty of opportunities (see for example special digital and print editions around World Cup matches and or non directly soccer oriented content such as culture and history content around World Cup host country Brazil.) “World Cup is big, but I think what can be as important is the conversation around the World Cup – teams, players, host cities, stadiums, etc… We are really pushing to make sure that the brands we manage have a strong presence in these conversations and that these brands become fibers within organic conversation,” Yousef Kattan Fernández President/CEO at Dallas based TruMedia, tells Portada. (Look out for “Portada’s 2014 Soccer Marketing Guide in partnership with Soccer.com” to be published on www.portada-online.com on January 28th!)
3. Focus on the scalability of digital channels
To Marla Skiko, SVP, Digital Innovation at SMG Multicultural, “the greatest challenge facing Hispanic media is to power the growth of digital media. As those of us in the Hispanic media space are keenly aware, Hispanic consumers are at the forefront of technology and digital consumption. We need to see growth in scale across channels from video to social to mobile.”
The greatest challenge facing Hispanic media is to power the growth of digital media.
…with programmatic helping to solve native’s scale issue
Programmatic digital advertising buys are an important tool to solve the scalability issue in digital marketing and advertising. A few months ago Skiko told us that the use of programmatic audience buying technologies can be very efficient, particularly when it comes to target segments of the Hispanic demographic.” Several players including Batanga, Alcance Media, Pulpo Media and in the video space Videology, Adap.tv., Yume and others are trying to capitalize on the catch up potential the Hispanic market has versus the general market in this regard. (Watch out for “Portada’s Latin Audience Buying Guide“, a new custom branded section to be published on Portada’s English and Spanish-language sites in the next few weeks!).
Programmatic Trading can also help solve another important marketing challenge: How to scale native advertising. While the concept of native advertising, or branded content programs that take advantage of the interactivity of the digital medium (see The New York Timesrecent implementation), has been the darling of the industry for the past two years, it has yet to truly take off due to its inability to scale. That is poised to change as native will start to be offered programmatically through new technologies that help publishers display sponsored content at scale. For the ‘right ad at the right time’ to finally become the ‘right content at the right time’, content marketing will need to become seamlessly integrated and distributed through advanced targeting technology via ad exchanges and RTB platforms.
Challenge: Finding ways for brands to stand out…
“One of the greatest challenges marketers face in 2014 is finding ways to help their brand stand out,” TruMedia’s Kattan Fernández tells Portada. “There are so many advertisers saying similar things in similar places. Messaging is important but understanding where your brand fits contextually is as important. Finding creative media touch points, whether those be digital, social, mobile, offline are key to creating some sort of awareness and developing that engagement with viewers, listeners or online patrollers,” Kattan adds. He notes that “digital and social continues to be a big focus for our agency and growing those 1 to 1 consumer relationships where we can. ”
Understanding where your brand fits contextually is crucial
…it’s all about Content Marketing! (Driver 4)
Finding the right context and context through digital and social media will continue to be key. In other words, it’s all about Content Marketing. Content Marketing strategies which succesfully integrate paid, owned and earned media are crucial for brand marketers.
Content marketing can particularly benefit brands who invest in creating culturally relevant content and scale it across screens and devices.
SMG’s Skiko says that “because Latinos are super users of technology and digital media, we expect to focus squarely on the digital space as we look to grow our clients’ business in 2014.” According to Skiko, “there is a strong opportunity to create engaging, socially powered experiences that are grounded in Hispanic consumer insights. Another opportunity to make that connection is for marketers to develop content tailored to the Hispanic audience. Content marketing is a growing arena and can particularly benefit brands who invest in creating culturally relevant content and scaling it across screens and devices. We see a strong opportunity to create engaging, socially powered experiences that are grounded in Hispanic consumer insights.”
…and here is where Data comes in (again). (Driver 5)
Customer Insights and Data represent another major driver for Hispanic marketing in the year that just started. “I think the opportunity is about data. Not only to have it but actually to know how to find insights through it,” says Gonzalo del Fa, president of Group M Multicultural and Portada Editorial Board Member. (Big) Data can not only be used to substantially increase advertising effectiveness but also for content marketing purposes. For brands and agencies the issue is not so much about producing enough content but about creating enough usable content. That is where Data and dynamic content recommendation engines come in. They enable marketers and media to present the right content to the right visitor at the right time without the visitor having to discover it themselves. Machine learning does that discovery for them. The future of content marketing is all about data-driven content origination and curation that are optimized for organic SEO , highly relevant and targeted.
In 2013 mobile marketing expenditures took off, although perhaps not as much in the Hispanic market. Experts interviewed by Portada note that 2014 will be a very important year for Latam and USH in the mobile industry. Gaston Bercun, Founder & Co-CEO at mobile ad network Hunt Mobile Ads, says that “a lot of what is going on in the US and Europe will start to be seen in the Latin markets.” Bercun adds that “we will start to see important growth of investment of brands in their mobile and mobile advertising strategies and this will push the market to a new level. Programmatic and new devices will also help in the process of increasing the smart phone and tablet penetration.” Major platforms like Google, YouTube and Facebook, provide advertisers access to mobile and don’t need to recreate any mobile platform creative or invest in it. As Sylwia Makarewicz-Liszka, Mobile and Digital Planner at Starcom Media Vest, said during Portada’s 7th Annual Hispanic Advertising and Media Conference last September “not having mobile assets should not be an excuse for not making a mobile campaign.”
7. Digital Video continues to expand
Related to the trend of digital expansion and content marketing is the almost explosive growth of digital video in the Hispanic market. 2014 will be the year of video in content marketing and Hispanic advertising. Platforms like Twitter, Instagram and Facebook, are allowing or will soon allow video ads in consumer content feeds. With videos becoming cheaper to produce even small businesses can produce high quality videos. SMG’s Skiko notes that the increased focus on the Hispanic opportunity by mainstream digital publishers is a win for marketers. Key players such as Google, Facebook and Twitter are ramping up their Hispanic capabilities with dedicated resources and a focus on content creation and improved targeting. This should help develop more and richer audiovisual media including digital video. (Join us on June 3rd in Miami when major marketers and digital video experts from the U.S. and Latin America will gather atPortada’s Latin Online Video Forum)
In the last installment of our series on CONTENT MARKETING, presented by Skyword, we look at how Pepsi translates its Cultural Fluency concept into concrete Content Marketing initiatives.
Javier Farfán, the Senior Director of Cultural Branding for Pepsi, talked about Pepsi’s Hispanic Content Marketing strategy at the Latin Content Marketing Forum that earlier this year was organized by Portada in Miami. Farfán introduced attendees to ‘Cultural Fluency’ and how Pepsi uses ‘cool content’ to engage audiences. Farfán reminded the audience that Pepsi (under his leadership) was the first to bring reggaetón to the U.S. “We discovered Daddy Yankee, Wisin & Yandel, etc. when many people thought U.S. Latinos didn’t want to be a part of it.”
Pepsi Co.’s insights are not only based on ‘coolness’ but on hard data as well: Based on current data, Latinos will be a definite force driving culture in the U.S. and the shift in population trends only means marketers have to rethink the way they connect, interact and respond.”We are going after millennials,” says Farfán.
And by ‘we’ I mean ‘we’ not me. We [marketers] must adopt a more dynamic cross-cultural mindset.
A Cross Cultural Mindset…
In presenting Pepsi’s new mindset, which has to do with avoiding separating consumers into “ethnic” groups, Farfán said “We must move from segregating ethnic groups to celebrating commonalities.”
Carlos Saveedra, director of Multicultural Marketing at Pepsi, and a speaker at the ANA Multicultural Conference that finished yesterday in Los Angeles, expands on the Cultural Fluency concept: “Cultural Fluency means to market at intersection of interests (e.g. Fashion, Sports etc), rather than to one group in particular.” “It is about being inclusive about the entire texture of multicultural consumers.” Pepsi transitioned from having a multicultural team to have multicultural marketing objectives be included in each brand’s goals. “The former Multicultural team is now the Culture and Music team,” Saavedra says. “Brand managers are accountable to connect with the multicultural consumer. They need to know the multicultural consumer as well as general market consumers.” Saavedra notes that Hispanic focused executions are not necessarily wrong. But he said that by taking a cross cultural approach , Pepsi discovered that the NFL is very attractive to Hispanics. Before Pepsi obtained this insight, Hispanic campaigns only revolved around soccer.
Be a platform for action and talk about people not products.
…and how it translates into Content Marketing executions
According to Farfán, “Cultural Fluency” enables brands to create a really cool thing by diving in, and participating in it, not only by sponsoring a program. Farfán recommends marketers to pay attention to the following to implement content marketing strategies:
Build an affordable, sustainable content strategy (focus on what you stand for as a brand, your point of view).
Be a platform for action (inspire people to do).
Be useful (curate content they really care about. Talk about people not products) get people to like, love and want to participate.
Meet audiences where they are (make sharing simple, syndicate, go mobile).
An example of a Pepsi content marketing initiative is Sierra Mist’s partnership with Mexican chef Aaron Sanchez to create content, in English and Spanish, that will drive audiences to a YouTube page featuring Sanchez cooking Mexican food.
Another, more recent example is Brisk Bodega, a program born in Los Angeles targeting Latino and urban youth featuring radio personality Chuey Martinez @Chueymartinez and filmed entirely in East Los Angeles.
Most of these content marketing initiatives are supported by traditional media buys (In-language and targeted media). Carlos Saveedra notes that what is crucial is to optimize the content marketing initiative and the media spend by amplifying it through social media.
This series of articles about “Content Marketing” is brought to you by Skyword. Skyword provides a wide range of services so that companies may connect with their audiences and generate a higher degree of engagement via top-quality contents for online search and social networking, currently the two main sources for content consumption.
More than 800 marketing, advertising and media executives are gathering in Los Angeles for the Multicultural Marketing & Diversity Conference organized by the Association of National Advertisers (ANA). To include ethnic insights into overall (total) marketing strategies is crucial, many marketers noted. Pepsico’s Carlos Saavedra presented Pepsi’s cultural fluency marketing approach.
An overarching theme of Day 1 of the ANA Multicultural Conference taking place yesterday and today in Los Angeles, is that (multi)cultural relevant insights need to lead Corporate America’s marketing strategies. “Our creative begins with a culturally relevant insight”, noted presenter Marlena Peleo-Lazar, Chief Creative Officer of McDonald’s Corporation. Peleo-Lazar highlighted the importance of integrating the main four elements of a marketing plan: Insights, Plan, Creative and Media.
“You can not think about growing the US $2 billion Huggies business without leading with ethnic insights first,” said Lizette Williams, Senior Brand Manager, Kimberley-Clark Corporation. Williams, an AfroLatina, claimed that she has found success in implementing a total market strategy with strong multicultural elements by having CMO level support and elevating the conversation. Elevating the conversation means to transition from a silo-marketing situation in which marketing dollars are fought for, to discussing an overall total market company strategy. Williams added that a strong collaboration between multicultural and general market agencies is a strong prerequisite for a succesful total market strategy.
Jori Hartwig, CMO, Amway North America, noted that 54% of Amway U.S. based members are Hispanics. She stressed that direct sales, which Amway relies on, are not based on a door to door model anymore but a virtual communication network. Hartwig expects that more than half of Amway’s growth over the next decade will come from the Multicultural space.
The former Multicultural team is now the Culture and Music team.
Pepsi calls for a cross cultural mindset
Carlos Saavedra, director of Multicultural Marketing at Pepsi, gave a presentation about Pepsico’s Cross Cultural Marketing journey. “By 2042 there will be a majority of minorities (Hispanics, African-Americans, Asians etc.) in the U.S. Minorities now account for USv$3.2 trillion dollars in spending power,” Saavedra noted. That is why “brands must rethink the way they connect with consumers. Traditional multicultural marketing is not sustainable in the long-term. Ethnic culture is a part of how consumers identify themselves. A more dynamic cross cultural mindset is called for. It is called Cultural Fluency.”
Cultural Fluency means to market at intersection of interests (e.g. Fashion, Sports etc), rather than to one group in particular. “It is about being inclusive about the entire texture of multicultural consumers.” Pepsi transitioned from having a multicultural team to have multicultural marketing objectives be included in each brand’s goals. “The former Multicultural team is now the Culture and Music team,” Saavedra said. “Brand managers are accountable to connect with the multicultural consumer. They need to know the multicultural consumer as well as general market consumers.”
Saavedra claimed that Hispanic focused executions are not necessarily wrong. But he said that by taking a cross cultural approach , Pepsi discovered that the NFL is attractive to Hispanics. Before, by having an only Hispanic approach, Hispanic campaigns only revolved around soccer, Critical to the success of Pepsi’s Cultural Fluency project are the “Need to invest to build cross cultural insights and execution infrastructure as well as razor-sharp regional execution.”
People change positions, get promoted or move to other companies. Portada is here to tell you about it.
Manuel Seguimon has been named COO for Y&R and Wunderman Latin America. He will report to Peter Law-Gisiko and Eddie Gonzalez. Jesus Portillo will replace Seguimon as CFO for LatAm.
Diageo has new CMO. The company has appointed Syl Saller as its new global Chief Marketing executive. Any Fennell, previously CMO, has been promoted to COO in Africa. Saller, currently the group’s global innovation director, will take up her new post on July 1, 2013 and will also join the Diageo executive committee.
PepsiCo has appointed Kristin Patrick as senior vice-president, global chief marketing officer for Pepsi brand. Patrick will be in charge of the brand management, brand communication – including the further roll-out of its ‘Live for Now’ platform.
She will report to PepsiCo president of global beverages Brad Jakeman and work alongside Pepsi Beverages North America chief marketing officer Simon Lowden. Patrick joins Pepsi from Playboy Enterprises where she was chief marketing officer. Previously, she worked at Walt Disney, Gap, Calvin Klein, Revlon, NBC Universal and William Morris Endeavor.
Proximity Colombia has appointed Hernán Peña Alvarez as new President. Peña Alvarez is replacing Mario Bertieri, who has left the company. The executive has previously worked for Grey, DDB, McCann and Sancho BBDO.