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Sales Leads LatAm is a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.

For prior Sales Leads LatAm editions, click here.

 

  • PepsiCo 
Pepsico in Sales Leads LatAm

PepsiCo Latin America has been working for the last decade to foster inclusive recycling in the region as part of its’ goal for plastics to never become waste. For instance, the company launched “Recycling with Purpose,” a circular economy model for Latin America based on consumer involvement and education. Today, Peru becomes the first country to implement the program. Through a partnership with ecoins — an initiative founded in Costa Rica that aims to increase the collection of PET materials in exchange for ecoins, a virtual currency — consumers in Peru can now earn discounts on a variety of products and services, in exchange for the collection of recyclable materials, including PET. The ecoins partnership aims to reach 1 million people with recycling awareness in its first year of operation across the region.The second component of the platform is including grassroots recyclers as an integral part of the circular economy model (similar to what The Body Shop is now doing in India). In this regard, PepsiCo Latin America has a long-standing partnership with the nonprofit Ciudad Saludable, a catalyst of the recycling ecosystem in Peru. Today, The PepsiCo Foundation is announcing a $2 million USD grant to Ciudad Saludable, to support the inclusion of 1,000 grassroots recyclers in recycling collection routes across eight countries (Argentina, Brazil, Chile, Colombia, Guatemala, Jamaica, Mexico and Peru). The program will indirectly benefit 800,000 people at the community level with improved recycling services, and aims to collect 6,000 tons of recyclable materials.

 

  • P&G
P&G in Sales Leads LatAm

US consumer goods giant Procter & Gamble will deliver on its promise of fragrance ingredients transparency by the end of the year, the company stated.To help consumers better understand the labels, P&G will also include information on where these ingredients are found in other products, such as in fruits or food.The move towards disclosure is in keeping with broader trends across the industry.P&G competitor Unilever has already disclosed all fragrance ingredients down to 0.01% in its home care, beauty and personal care products in the European and US markets. And cleaning products company SC Johnson has expanded its ingredient disclosure website to cover Latin America (in addition to Asia Pacific, Canada, Europe and the US), for a total of 8,700 products in 35 languages.

 

 

  • Cinépolis
Cinépolis in Sales Leads LatAm

Mexican movie chain Cinépolis has announced plans to develop 63 new cinema theatres across Saudi Arabia in the major cites of Riyadh, Jeddah, Dammam, Jazan and Najran over the next two years.The largest cinema exhibitor in Latin America and fourth largest exhibition circuit in the world, Cinépolis said six cinemas will be rolled out across the kingdom over the next two years, with the first due to open in Lulu Mall, Dammam, by the end of this year, four scheduled for 2020 and the sixth for 2021.The expansion into Saudi Arabia marks a huge milestone for the global cinema chain and was partly possible with the help of the Kingdom’s Vision 2030, which aims to diversify the country’s economy by leveraging non-oil sectors and promote culture and entertainment, according to a statement from the company.

 

 

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 isabel@portada-online.com.

 

  • allpago
Allpago in in Sales Leads LatAm

PPRO, the cross-border e-payments specialist, isannouncing the acquisition of Latin American payments provider allpago to create the world’s leading platform for local payments. Allpago is the preeminent provider of payment and gateway services in Latin America covering 90% of the market1. This expansion is a transformational step for PPRO to meet its ambition of globalizing the company and build upon its recent expansion into Asia-Pacific and North America.The deal will see PPRO become a major influence in all markets globally and is adding a wealth of additional local payment methods (LPMs) to their payments offerings. Philipp Bock, founder of allpago, adds: “Latin America’s economy is one of the most exciting emerging regions in the world. 156 million people will buy goods and services worth US $80 billion online by the end of 20192. It is a part of the world that holds huge potential for PPRO to build a thriving presence.

For prior Sales Leads LatAm editions, click here.

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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.

For prior Sales Leads LatAm editions, click here. 

  • Lactalis

Zenith has won the global pitch for the consolidated media business of dairy products corporation Lactalis. Zenith has been appointed Master Agency Partner, commanding 75% of Lactalis’ markets.The win sees Zenith retain all its existing markets in EMEA, APAC and Lat Am and take on 11 new ones, including Canada, UK and USA. Lactalis is a global leader within the dairy industry, with leading local dairy brands in each of its markets. The group is the number one cheese manufacturer in the world and the European leader in milk consumption, butter and cream.As Master Agency Partner, Zenith will have lead media communications responsibility, with global coordination run from Zenith’s HQ in London. Zenith will now work with Lactalis both centrally and locally to deliver against the company’s growth targets.

  • Luxottica

Milan-based eyewear brand Luxottica has awarded its global media account to Zenith, following a competitive pitch.The business was previously held by OMD, which won the global account in 2012. Luxottica owns brands including Ray-Ban and Oakley, as well as making frames for the likes of Chanel, Prada, Giorgio Armani, Burberry, Versace and Dolce & Gabbana.

 

 

 

  • Viva Air Group

Boxever, the market-leading personalisation platform, announced its partnership with Viva Air, Latin America’s leading low-cost airline will use Boxever’s Customer Data Platform and next-generation decisioning engine to help centralise its data and drive personalised experiences for its customers.The partnership comes at a time of growth and expansion for Viva Air. The airline has been in business for six years, transporting more than 16.8 million customers across Colombia and Peru. Recently the low-cost carrier opened the first innovation laboratory in the aviation and tourism sector in Latin America – Viva Air Labs which is dedicated to advancing aviation technology through partnerships with universities, government entities and local tech companies.

 

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 isabel@portada-online.com.

  • P&G

Procter & Gamble (P&G) has completed its acquisition of Merck KGaA’s Consumer Health business, in a move to help boost its flagging sales prospects.As part of the US$4.2 billion deal, Merck KGaA’s Consumer Health president & CEO Uta Kemmerich-Keil will join P&G as leader of P&G Personal Healthcare International, an organisation encompassing the newly combined OTC healthcare businesses in Europe, Latin America, and Asia/EMEA. The deal provides the US firm with several faster-growing brands such as Seven Seas and Neurobion, as well as greater exposure in the Latin American and Asian markets.

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 isabel@portada-online.com.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Grant Thornton

Grant Thornton LLP has selected Dentsu Aegis’s gyro Chicago as its agency of record following a formal review. Founded in Chicago in 1924, Grant Thornton LLP (Grant Thornton) is the U.S. member firm of Grant Thornton International Ltd, one of the world’s leading organizations of independent audit, tax and advisory firms. The firm had previously worked with Doremus.The agency will be responsible for developing and launching a new brand campaign, creative platform and media plan.

 

  • H&R Block

Tax preparation services company H&R Block has consolidated its US $80 million broadcast media planning and buying business with Publicis Media agencies. Omnicom’s OMD was the incumbent. Mediavest | Spark will be in charge of  media planning and buying . Fallon, the client’s creative agency, picked up social media duties from WPP’s VML.Razorfish, also part of Publicis Media, will continue as Block’s Digital AOR. Block spent approximately US$146 million on ads across all media in 2016, according to Kantar Media.

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!

  • Estrella Jalisco
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Estrella Jalisco, the light-flavored pilsner beer with more than 100 years of Mexican brewing tradition, helped  people celebrate safely on Cinco de Mayo by offering up to 10,000 discounted Lyft rides in the greater Los Angeles area on Friday May 5. The brand is encouraging consumers to leave their car keys at home and take advantage of two US$5 Lyft vouchers per person during peak hours on Cinco de Mayo – between 5 p.m. and 5 a.m., using discount code ESTRELLAJALISCO on the Lyft app.1 This safe ride partnership aims to make it easy for people to be part of the 160 million American adults who regularly make a plan to get home safely.Estrella Jalisco has also partnered with reality TV star and Regional Mexican artist Chiquis Rivera, who will be lending her voice to remind consumers about enjoying Cinco de Mayo safely.  In addition to partnering with Lyft and Chiquis Rivera for Cinco de Mayo, Estrella Jalisco also collaborated with Self-Help Graphics (SHG), an East Los Angeles non-profit dedicated to the promotion of the arts in the Chicano and Latino communities. The Estrella Jalisco mobile piñata will be traveling with a live mariachi band on Cinco de Mayo making surprise visits in and around Los Angeles.

  • Nordstrom

Retail giant Nordstrom has put its’ US$70 million annual media planning and buying business in review. Mindshare, the incumbent, is said to notparticipate in the upcoming review.Nordstrom spent just under US$70 million on measured media in both 2015 and 2016, according to Kantar Media.

 

 

 

  • Delta & Aeromexico

Delta Air Lines and Aeroméxico has closed a multi-year sponsorship with the Federación Mexicana de Fútbol (FMF), the national governing body for the sport of soccer in Mexico and the Mexican National Team (MNT). The sponsorship designates the two airlines as The Official Airline Partners of the Mexican National Team.The sponsorship promises to deliver premier fan experiences, community engagement and unique online content.  With over 140 million loyal MNT fans living in Mexico and the United States, MNT plays an important role in the Hispanic culture and provides a natural platform to celebrate the start of the joint co-operation agreement between Delta and Aeromexico once the JCA becomes effective.Delta and Aeromexico will serve not only as the team’s official airlines, but the global sponsorship will include an array of promotional assets around all games in Mexico, Mexico hosted games in the U.S. as part of the annual MNT U.S. Tour, and at World Cup qualifiers and international exhibitions played in both countries.

 

 

  • Publicitas International

Publicitas International, one of the world’s leading advertising services companies, announced a corporate rebranding and name change to NEWBASE, emphasising its new identity as an independent, technology-enabled media consultancy. Operating in over 30 major markets, the NEWBASE team works with the world’s media, technology, data and market research to drive sales for their clients. NEWBASE has transitioned to an independent, full service company providing strategic input across all advertising channels, combining its legacy in traditional media with technology solutions for reaching audiences.

 

 

  • Procter & Gamble

Procter & Gambleis is restructuring the work around its seven-year-old Hawkeye programmatic digital-media-buying operation with the aim of saving at least US$1 billion annually on media spending and US$500 million more from agency and production fees globally over five years. The move also comes as Chief Brand Officer Marc Pritchard is pressing to reform the digital-media supply chain through a series of speeches to industry groups.The changes to P&G’s programmatic buying operation include parting ways with the original tech provider, AudienceScience, in favor of different providers in various parts of the world such as Neustar and The Trade Desk, Adage has reported.P&G’s contract with AudienceScience, which provided an integrated global data-management platform (DMP) and demand-side platform (DSP), expires at the end of P&G’s fiscal year on June 30. P&G will work with Neustar and The Trade Desk in North America and multiple parts of the world, she said.The moves don’t affect relationships with agencies that work with P&G including Omnicom’s Hearts & Science and Dentsu Aegis Network’s Carat in North America.

 

 

  • Chick-Fil-A Roster

Gallegos United has included American fast food restaurant chain  Chick-Fil-A to its’ agency roster, as the brand is increasingly focusing on reaching Hispanic audiences. Together, they will seek to deepen the brand’s relationship with non-English speaking households. The effort will span advertising, social media, in-restaurant point-of-purchase and other marketing elements. Gallegos will work alongside Chick-Fil-A’s other shops, including McCann and Starcom.

 

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
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Omnicom’s Hearts & Science is the media AOR for a majority of P&G brands since April last year. Multicultural marketing and media buying are substantial and Hearts & Science is also responsible for ethnic scale programs such as My Black is Beautiful and Orgullosa. Portada interwiews Michael Roca, Associate Director of Total Market Planning at Hearts & Science. Roca shares his views on multicultural marketing under Trump and how Hearts & Science leads P&Gs larger multicultural marketing efforts, including its programmatic and content marketing efforts.

handsHearts & Science responsibilities for P&G span categories such as Fabric (Gain, Tide), Hair (Pantene, Head & Shoulders) and Personal Health (Pepto-Bismol, Vicks). One key question for multicultural marketers, is whether the “total market approach” is still the right way of marketing to multicultural audiences, particularly taking into account  president Trump’s recent electoral victory. Michael Roca, Associate Director of Total Market Planning at Hearts & Science,  notes that he unfortunately, can’t comment on politics. However, he adds that “the definition of a Total Market Strategy continues to be very fluid.  With multicultural audiences accounting for nearly 40% of the U.S. population, it’s difficult to support a “one-size-fits-all” communications strategy.  Especially for categories and brands in which multicultural represents a significant share of revenue.  Given their twin engines of population growth and buying power, the solid fact is that multicultural consumers are fueling the growth for any category.  In terms of communication, marketers will always achieve “net reach” amongst multicultural audiences, however if they are not addressing cultural nuances across media and messaging, that “reach” will never be effective.  Reach is important, but reach with resonance is critical.”

It’s difficult to support a “one-size-fits-all” communications strategy.  Especially for categories and brands in which multicultural represent a significant share of revenue.

Multicultural is Key for billion dollar P&G brands

According to Roca, particularly the very large P&G brands like Pantene, Crest and Tide are important when it comes to multicultural marketing: “Most P&G brands understand the critical nature in reaching multicultural audiences.  However, it’s the billion dollar brands such as Pantene, Crest and Tide that have made the biggest strides in engaging with these audiences,” Roca adds.

If marketers are not addressing cultural nuances across media and messaging, “reach” will never be effective.  Reach is important, but reach with resonance is critical.” .

P&G’s Content Marketing Solutions…

Hearts & Science is also responsible for ethnic scale programs such as My Black is Beautiful and Orgullosa.  These platforms were launched by P&G to further celebrate and empower both African-American and Hispanic women.  According to Roca, “content marketing is very intriguing to P&G in terms of reaching and engaging with multicultural audiences.  We have an internal division called Content Collective who is responsible for keeping their finger on the pulse of new and relevant content opportunities. For multiculturals, content marketing solves for the lack of relevant content in the market as well as a solution to tailoring a brands message with multicultural insights and experiences as the main drivers.”

Content marketing solves for the lack of relevant content in the market.

…and the Value of the Artisan Approach.

Asked how important a more “artisan approach” is to Hearts & Science /P&G (i.e. programs that are not traded through machines like branded integrations and non programmatic buys), Roca notes that “similar to content marketing, any opportunity that can further engage an audience outside of spots, dots and banners will always be of interest.”  “As stated before, reach is important, but touch points such as artisan programs are critical in providing resonance that allows for a brand to establish an emotional connection, ” Roca concludes.

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 CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Jennifer Chan  347-961-9516 or e-mail him at jennifer@portada-online.comSEE A DEMO OF THE DIRECTORY!

::: Procter & Gamble – Starcom MediaVest Group ::: Hilton Worldwide/ Paraguay ::: HotelREZ/ Argentina ::: “Despegue”/ Argentina :::

    • Major Luxury Brands Going Back to Argentina? (Burberry, Dolce & Gabbana, Armani, Louis Vuitton).

Burberry, Dolce & Gabbana, Armani y Louis Vuitton are some of the companies cited by Buenos Aires real estate brokers that are interested in expanding in the Argentinean market as a result of Mauricio Macri’s victory in the recent presidential elections. Macri’s government is expected to lift restrictions to import (luxury) goods as well as to liberalize the exchange rate. Other companies cited include Dunkin’ Donuts, Pizza Hut and Carl’s. Retail chain Forever 21 recently opened a store in a Buenos Aires shopping.

  • Procter & Gamble/ Global

kYrPoJnL_400x400The packaged-goods giant Procter & Gamble has completed the North American media agency review, shifting most of its business from Publicis Groupe’s Starcom MediaVest Group to two other agencies — Dentsu Aegis Network’s Carat (a planning incumbent) and Omnicom Media Group. Of the two, Omnicom Media received the bigger share of business. Starcom will continue to work on Duracell, cosmetics, fragrances, and some hair products in the US and Canada. It will continue to handle media for P&G outside of the US. Starcom continues to manage P&G’s local digital business for Mexico as well as P&G’s brand planning and buying for the whole region.

  • Hilton Worldwide/ Paraguay

VKJR5OUy_400x400Hilton Worldwide has signed a Letter of Intent with Grupo Cartes to bring the flagship Hilton Hotels & Resorts brand to Paraguay. The management agreement is anticipated to be signed in Q1 2016.Designed by Uruguayan architect Carlos Ott and expected to open by the end of 2018, plans call for a full-service Hilton hotel featuring 180 guest rooms and 50 Hilton branded residences located at the intersection of Aviadores del Chaco and Campos Cervera.

  • HotelREZ/ Argentina

6vvNv1h1_400x400Following its recent partnership with Barcelona-based Qualis Hospitality GroupHotelREZ Hotels & Resorts adds hotels in both Spain and Latin America (LATAM), to its growing portfolio of independents. The latest property signing with the representation company is the 5 star Sant Pere del Bosc Hotel & Spa in Spain.Other properties which have recently come on board the HO chain code, include Hotel Ambit Barcelona, in city-centre Barcelona; Vega De Cazalla, in Andalucia, Spain; and Estancia Monte Viejo in Argentina.

  •  “Despegue”/ Argentina

descarga (1)With the overall creative direction of Walter Onorato and Diego Duprat, agency Almacen has released its new spot for Minicuotas Ribeiro. With a humorous tone, the piece shows people receiving the wrong gifts for Christmas and why nobody understands what is going on. The mystery is revealed at the end of the piece. The spot was directed by Nico Parodi. The piece features Argentinian mediatic Victoria Xipolitakis, one of the most controversial figures of recent times in that country. Google contributed to the campaign, which in addition is Youtube’s first unskippable Labs conducted in Argentina. In this online platform, users will find up to 8 different versions of the spot, strategically created and fixed to maximize views and convertions to the ribeiro.com.ar e-commerce site.

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. 12 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-961-9516 or e-mail him at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • L’Oreal

The beauty brands giant has selected WPP and GroupM’s MEC to handle all media planning and buying for its more than $2 billion in annual ad spending. MEC previously handled only planning for L’Oreal fragrances including Lancome. Incumbents that are out as a result of the consolidation include IPG’s UM, which has handled TV and print buying, Publicis Groupe’s Optimedia, which has handled planning for most of the other L’Oreal brands, and DigitasLBi, which was responsible for digital buying.

  • Procter & Gamble

kYrPoJnL_400x400The packaged-goods giant Procter & Gamble has completed the North American media agency review, shifting most of its business from Publicis Groupe’s Starcom MediaVest Group to two other agencies — Dentsu Aegis Network’s Carat (a planning incumbent) and Omnicom Media Group. Of the two, Omnicom Media received the bigger share of business. Starcom will continue to work on Duracell, cosmetics, fragrances, and some hair products in the US and Canada. It will continue to handle media for P&G outside of the US.Read more.

  • Valero Energy Corporation

bbbbValero Energy Corporation, an international manufacturer of transportation fuels, petrochemical products and power has selected Campbell Ewald as its agency of record following a review. Campbell Ewald will be responsible for media buying and planning as well as creative and branding, and will also be tasked with with creating B2C and B2B initiatives to raise the profile of Valero’s branded gasoline. The agency will run the account out of its San Antonio office with support from Detroit. Valero spends around US$10-15 million annually on media, Campbell Ewalds client roster includes Country Inns & Suites,  Travelocity and Empire State Development.

  • Chewy by Quaker

descargaQuaker, owned by PepsiCo, has launched a review for its snack-bars brand Chewy. Quaker traditionally has had one agency for both its cereal and snack bar brands, but now, it is looking for different agencies for the businesses. EnergyBBDO, which had handled both brands, will continue to work on the hot cereal business. The call for a review comes as Chewy is losing ground to competitors like the quickly growing Kind brand, which has overtaken Chewy as the third-largest brand in the category. Quaker spent an estimated US$59 million on measured media for all its brands in 2014, according to Kantar Media.

  • Campbell’s Soup /’Arturito Soup’

Cornerstone_in_white_Square_400x400Campbell’s Soup has released a short spot of a little boy asking for “Arturito soup, Arturito soup” at the supermarket. His mother turns to an attendant for help and the young man suddenly has an idea of what the boy is talking about. It has to do with a galaxy far, far away.the campaign was an effort of agency BBDO, under the tagline “Made for Real, Real Life.”

https://youtu.be/DCoDi4Ed108

What: Procter & Gamble has shifted most of its media business from Publicis Groupe’s Starcom MediaVest Group to Dentsu Aegis Network’s Carat (a planning incumbent) and Omnicom Media Group.
Why it matters: OMD will be the primary agency supporting the majority of P&G’s product categories, with Carat supporting the others. P&G is the largest U.S. advertiser.

kYrPoJnL_400x400The packaged-goods giant Procter & Gamble has completed the North American media agency review it began in May, shifting most of its business from Publicis Groupe’s Starcom MediaVest Group to two other agencies — Dentsu Aegis Network’s Carat (a planning incumbent) and Omnicom Media Group. Of the two, Omnicom Media received the bigger share of business.

The company said in a statement that “OMD will be the primary agency supporting the majority of P&G’s categories, with Carat supporting the others.”

Publicis  lost all of the P&G business in North America with the exception of its divestiture brands, while Starcom Mediavest Group will remain P&G’s primary media buyer/planner outside the United States, retaining only a portion of the P&G brand portfolio within the U.S.–and those pieces of business will soon leave the P&G family altogether.

Starcom will continue to work on Duracell, cosmetics, fragrances, and some hair products in the US and Canada. It will continue to handle media for P&G outside of the US, which makes up about 40 per cent of the global business.

P&G spent about US$2.66 billion (£1.77 billion) on measured media in the US last year, according to WPP’s Kantar Media.

MediaCom, part of WPP, also participated in the review.

In today’s article of our CONTENT MARKETING  series presented by Skyword, we examine how three major companies, two major CPG’s (P&G and Clorox) and one Beverage Company (Tampico)  target the Hispanic demographic via Content Marketing activities. In all cases the content marketing effort in owned media properties (websites and social media) is complemented with paid, mostly but not only, digital media advertising. In addition, these marketers put a lot of emphasis in having multiple touch points with the consumer (e.g. desktop, mobile, social media and in-store).

1. P&G´s Orgullosa Programm

John Sandoval Senior Multicultural Marketing Manager at Procter&Gamble
John Sandoval, Senior Multicultural Marketing Manager, Procter & Gamble

Late in 2012 P&G announced a marketing investment in non-traditional media. As John Sandoval Senior Multicultural Marketing Manager at Procter&Gamble told Portada at the time: “We are starting to significantly invest in non-traditional media to respond to “ethnic consumer media usage trends when and where they are receptive.”

The cornerstone of P&G’s content marketing initiative is the Orgullosa program. Orgullosa  targets bicultural Hispanic woman between their early twenties and their late forties. John Sandoval, heads the Orgullosa initiative and leads Procter & Gamble’s Multicultural Center of Expertise.

Orgullosa is all about celebrating the inspiration and the pride of Latina women.

In addition to the website, other Orgullosa digital properties include Facebook (www.facebook.com/Orgullosa), Twitter (www.Twitter.com/Orgullosa), and YouTube (www.YouTube.com/MiOrgullosa). These are all  engagement points that surround Orgullosa’s different activities, such as the Board of Faldas announcements, and the P&G Orgullosa “Skirts Only” Fashion Show which celebrated” mujeres con la falda bien puesta.”

“This is something that was developed from the ground up with specific  consumer insights about the bicultural spectrum and targeting the Bicultural Latina,” says Sandoval.  “Right now the language used to connect  with the bicultural Latina is Spanish. There will be an English-Spanish toggle.  Even if we are targeting the bicultural Latina, even if she can speak English, we know that we want to provide her with the relevant topics interest areas in Spanish. We use language as a tactic, not a strategy.”

How it is produced…

orgullosaOrgullosa is produced in-house by P&G, with the support of a wide array of P&G brands . “We have lots of P&G brands behind us,” says Sandoval.

It is just as simple as looking to our brands and see what have you done on your website, translate and develop a more relevant tone.

P&G also draws from the expertise of copy writers across agencies to develop content. Agencies  include Fleishman Hillard (PR), Citizen Relations (PR), Starcom (Media) and Dieste (Creative). Most importantly, a substantial part of the content is produced by the community itself (posts, polls) and a blogger network as well as the Orgullosa Board. Board of  Faldas, or Board  of Skirts, members provide content ideas.   Board of Faldas members includes lifestyle expert Evette Rios; international motivational speaker, Maria Marin; and entrepreneur and chocolatier, Maribel Lieberman. Belinda C. Voice, Editor and P&G Community Manager coordinates contributions. Social media is also  pushed via a partnership and integration with the Despierta America show (Univision).

As Sandoval puts it, “Orgullosa is about authentic content and authentic conversations. It is integrated and seamless.” The mostly digital content marketing driven orgullosa platform has also a real life extension through the “Entre nosotras” parties where P&G Hispanic women consumer gather to party.

…and promoted via paid media

In addition to owned and earned media , Orgullosa is also promoted through media buys. “We are investing more in digital including mobile for both Hispanic and General Market as we continue to follow the media habits of the consumer.  By brand, the role of digital in the marketing mix varies, but we are continuously seeking the best ways to interact with consumers in social media, online, in-store and across touch points,” Sandoval notes. Orgullosa has also been promoted via ads in Top-Spanish-language magazine buys.

 

2. Clorox’s Always on Principle

cloroxIn an earnings call two weeks ago Benno Dorer,  Clorox’s EVP  and COO of Cleaning, International & Corporate Strategy, said that a key principle enabling the company’s success is the “Always on Principle” which is applied through digital technology.

The  principle that we’re pursuing here is called Always On.

According to Dorer, “wherever the consumer is on her shopping path, we are going to be there with dedicated engagement managers.” “So if she’s looking for Disinfecting Wipes, so searching Disinfecting Wipes on babycenter.com, we have an opportunity to deliver a custom ad. If she’s on Facebook chatting with friends or being exposed to a product on Facebook, we are there with her. We can send her, through Amazon.com, to buy our products. If she’s on a retailer app like Safeway, we can engage with her. Even in-store, we will engage with her. We are Always On. We’re always there with her. ”

Another insight that Dorer talked about is consumer fragmentation and how it applies to target the Hispanic demographic. “The world is getting more fragmented. So we’ve added Hispanic, and now we’re also adding millennials, ” he said.  Last year Clorox announced a Spanish-language marketing platform targeting Hispanics called Clorox Fragancia. to promote the following three product lines: Floors –  (Multipurpose Cleaner), Toilets & Bathrooms (Liquid Rim hanger), Aircare: Aerosols (Air fresheners).Dorer,  Dorer cited the Fraganzia program as an effort  that is expanding.

When targeting the  Hispanic consumer, as you can imagine, it is very important to have very tailored, very targeted marketing plans.

Dorer added that technology helps him reach the desired demographic: “With help from our partners at Google and together with our customer target, we designed a program that allows us to target consumers who live within 5 mile’s radius of a Hispanic-designated target store. And then if you live there, if you’re Hispanic and if you engage in content either on your favorite website or on a mobile app, we can send you an online coupon. So that’s geo-targeting and an example of our capabilities as they evolve with digital technology.”

 

3. Tampico’s Brand Engagement programm

tampicoBeverage Company Tampico has an active content marketing program targeting the Hispanic consumer . related to its Act-on-Impulse campaign.

According to Marta Gerdes, VP of Marketing at Tampico Beverages, the  “objective of the #Act-on-Impulse campaign is to continue Brand Engagement efforts with the Young Adult consumers.

” The campaign has a strong social media component which is all about real-time interactions.

According to Gerdes, the “brand’s relevance is increased  through multiple digital touch-points and key field marketing events that are relevant and “irresistible” to young adult consumers.

Our content marketing strategy centers on a combination of Brand, Curated and Promotional initiatives that tap into consumers’ habits and “impulsive” tendencies.

“We support the content marketing strategy with art cards that visually support the content, as well as we visually brand our Facebook wall.” ,  Gerdes says.

Tampico also activated an offline and online  national paid media campaign over the  last Summer until the end of September. POS (Point of Sales) media were  also bought “to maximize synergies as the impulsive acts are extended to many of the field marketing activities implemented throughout our core markets,” Gerdes notes.

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.

Other articles of the CONTENT MARKETING SERIES:

CONTENT MARKETING: What do we mean when we talk about “content marketing”?

CONTENT MARKETING: Flying Through the Fog: A Marketer’s Guide to Navigating Search After Google Keywords Were Encrypted

CONTENT MARKETING: What we can learn from Iron Mountain, IBM and Autotrader

CONTENT MARKETING: Should Media Firms become Content Marketing Agencies?

CONTENT MARKETING: Spanish Language: What opportunities does it afford?

CONTENT MARKETING: How P&G, Clorox and Tampico engage Hispanic audiences

CONTENT MARKETING: How Pepsi’s “Cultural Fluency” concept translates into Content Marketing executions

 

The Procter & Gamble Company announced it is grouping its Global Business Units into four industry-based sectors as part of the Company’s ongoing plan to improve business performance. These changes support the Company’s current growth strategies of strengthening developed market businesses, maintaining developing market momentum, building a strong innovation pipeline, and driving productivity improvements.

“This sector organization and leadership team will help us operate more effectively and efficiently to continue momentum behind P&G’s growth strategies,” said A.G. Lafley, P&G Chairman of the Board, President and Chief Executive Officer. “These changes build on the productivity and organization design work led by Bob McDonald, and will help us get closer to consumers and become more agile with customers.”

New Sector Groups

The businesses in each sector are focused on common consumer benefits, share common technologies, and face common competitors. Each sector will be led by a Group President.

Martin Riant has been elected Group President of Global Baby, Feminine and Family Care. This Sector includes the following global categories: Baby Care, Family Care, and Feminine Care. Mr. Riant will lead the Sector in addition to his current responsibilities as Group President – Global Baby Care.

Deborah A. Henretta has been elected Group President of Global Beauty. This Sector includes the following global categories: Beauty Care, Retail Hair Care and Color, Salon Professional, and Prestige. Ms. Henretta will lead the Sector in addition to her current responsibilities as Group President – Global Beauty Care.

David S. Taylor, currently Group President – Global Home Care, has been elected Group President of Global Health and Grooming. This Sector includes the following global categories: Shave Care, Braun, Oral Care, Health Care and Pet Care. In addition to leading the Sector, Mr. Taylor will assume additional responsibility for the Pet Care business, succeeding Jorge S. Mesquita who is leaving the Company to pursue outside interests. Charles E. Pierce, currently Group President – Global Oral Care, will also assume the additional responsibilities for New Business Creation and Innovation currently held by Mr. Mesquita. Mr. Pierce will report to Mr. Taylor for Oral Care and to Mr. Lafley for New Business Creation and Innovation.

Giovanni Ciserani has been elected Group President of Global Fabric and Home Care. This Sector includes the following global categories: Fabric Care, Home Care, and Power. Mr. Ciserani will lead the Sector in addition to his current responsibilities as Group President – Global Fabric Care. In connection with this, George Tsourapas, currently Vice President–Fabric and Home Care, Central and Eastern Europe, Middle East and Africa, has been elected President-Global Home Care and P&G Professional, succeeding David Taylor. Mr. Tsourapas will report to Mr. Ciserani.

With their expanded roles, Mr. Ciserani, Ms. Henretta, Mr. Riant and Mr. Taylor will report directly to Mr. Lafley. Presidents for each of the global business units included in each sector will now report to the respective Sector Group President. These changes are effective July 1, 2013.

“We expect this structure to facilitate faster global expansion of brand and product innovations to win with consumers,” Mr. Lafley said. “Sectors will also drive technical, commercial, financial and organizational synergies to improve results.”

Concurrent with these changes, P&G is also announcing that Dimitri Panayotopoulos, currently Vice Chairman, Global Business Units, has been elected Vice Chairman and Advisor to the Chairman and Chief Executive Officer effective July 1, 2013. Mr. Panayotopoulos will continue to report to Mr. Lafley.

Also effective July 1, 2013, Melanie L. Healey, Group President – North America and Global Hyper, Super and Mass Channel, will report to Mr. Lafley in addition to Werner Geissler, Vice Chairman, Global Operations. This change reflects the size and impact of the North America market to P&G’s business. Mr. Geissler will continue reporting to Mr. Lafley as Vice Chairman, Global Operations, with particular focus on Western Europe and developing markets.

“This will strengthen our focus on go-to-market excellence in our core developed and developing markets,” Mr. Lafley said. “Taken together, these organization changes will help us operate better and faster as one unified team to win.”