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People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

 

After eight months at the post, Joy Howard has stepped down from her role of CMO at Lyft. Instead of a CMO, Lyft will now have a VP of Marketing Operations and a VP of Brand. Heather Freeland, previously Head of Global Communications at Facebook, will fill the former, while Google marketer Jabari Hearn will take on the latter.

 

 

 

 

Prisa Brand Solutions announced the appointments of Ashley Perkins as East Coast VP of Sales and Laura Saldivar as West Coast Sales Director. Perkins will be based in New York and Saldivar in California. They will focus on sales strategy and business development in the United States.

 

 

Church’s Chicken has appointed Brian Gies as CMO. Gies replaces Hector Munoz, who has taken up the CMO role at rival chicken brand El Pollo Loco.

 

 

 

 

 

 

Jeff Collins has been named Executive Vice-President of Ad Sales at Fox News. Collins will succeed and report to Marianne Gambelli. He will oversee the Fox News Channel, Fox Business Network, Fox News Digital, Fox News Radio, Fox News podcasts and subscription streaming service Fox Nation.

 

 

 

 

 

Publicis Groupe is appointing Delphine Stricker as new Vice President/Director of Communications, replacing Peggy Nahmany who left earlier this year to join The Thales Group. Stricker will be in charge of Publicis Groupe’s global communications efforts.

 

 

 

 

Interpublic Group announced that is has appointed Pete Stein as Global Chief Executive Officer of Huge. As Global CEO, Pete will be based in Brooklyn, NY, where he will lead 1,400 people across thirteen offices.

 

 

 

 

 

ViralGains has announced a significant expansion of its leadership team. Safaa Lafnoune has been appointed Vice President of Product. Beth Laplante has joined the firm as Director of Customer Experience. Alex Reuter and Michael Lubavin have been promoted to Directors of Engineering.

Leo Burnett Worldwide has named Liz Taylor its Chief Creative Officer. Starting July 8, Taylor will lead the creative direction of the global agency network and help build the agency’s offering and culture. Taylor will take on a hybrid role as North American creative lead of Publicis Communications.

 

 

 

 

 

Comscore CEO Bryan Wiener has departed the company after less than a year over what he called “irreconcilable differences.” The measurement firm’s president Sarah Hofstetter has also left over “differences with the board over how to execute the company’s strategy.” Dale Fuller will serve as interim CEO as Comscore begins to search for a replacement.

 

 

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Publicis Groupe announced the appointment of a Groupe-level leadership team in Latin America (LATAM), as part of the ongoing implementation of its country model across eight key markets globally. Under this model, each market is led by a central leadership team:

 

 

 

 

Monica Gadsby, CEO of Publicis One LATAM, is appointed to the newly-created role of CEO of Publicis Groupe for all of the LATAM region, now including Mexico.

 

 

 

Alejandro Cardoso, President and CEO of Publicis Communications Mexico, is appointed to Regional Executive Chairman. He will work closely with Gadsby to integrate and implement the Groupe’s client-centric Power of One model.

 

 

 

 

The Groupe will also implement its country model in Mexico under the leadership of Marta Ruiz-Cuevas, CEO of Publicis Media Mexico, who is appointed to the newly-created role of CEO of Publicis Groupe in Mexico. Ruiz-Cuevas participated in Portada´s Council System.

 

 

 

 

 

Claudia Restrepo has been recently promoted to Senior Director External Communications of Liberty Latin America, a leading telecommunications company operating in over 20 countries across Latin America and the Caribbean.

 

 

 

 

 

R/GA has announced that Sean Lyons, the company’s US President, will assume the role of Global CEO on January 2, 2019.  

 

 

 

 

 

 

GroupM, WPP’s media investment group, announced Marc Bignell as Global Head of Trading.

 

 

 

 

 

 

Agency We has appointed Alexandre Ugadin Operations Director.

 

 

 

 

Facebook has appointed Rapha Vasconcellos as head of its Creative Shop, the social networking giant’s in-house hub.Based in the U.S., Vasconcellos will be tasked with managing a global team of 300 employees across 38 markets.

 

 

 

 

 

Avon Products, Inc. announced the appointment of Jorge Leonardo Palomera Ruiz as General Manager, Central America and Dominican Republic, effective November 5, 2018.

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

For prior Sales Leads editions, click here.

  • Dropbox

Cloud storage provider Dropbox has appointed Mediahub New York as its media agency, following a review.Mediahub will work closely with Dropbox’s lead creative partner, 72andSunny Los Angeles. Dropbox spent US$28.2 million on measured media in the U.S. last year, and US$18.9 million during the first half of 2018, according to Kantar Media.Mediahub recent wins includes Ulta Beauty, Wyndham Hotels and Resorts, Chipotle and MTV.

 

 

 

  • J.M. Smucker

J.M. Smucker Company, an American manufacturer of fruit spreads, ice cream toppings, beverages, shortening, peanut butter, oils, and other products in North America, has consolidated its´ U.S. Creative and Media Business With Publicis Groupe, following a review.Smucker’s products involved include jams, jellies and peanut butters, Folgers and Millstone coffees and those that formerly fell under Ainsworth Pet Nutrition.WPP and IPG pitched against Publicis for the business.It is unclear whether Dentsu’s Carat, which won the J.M. Smucker U.S. media business in early 2016, was invited to defend.

 

 

  • CVS

CVS Health Corp. has recently opened 15 of its Hispanic-focused stores in Texas, including three in the Houston area. The stores offer bilingual signage and staff as well as more than 1,500 products from Hispanic brands such as El Mexicano, Fiesta Spices, Jarritos, Pinalen, Picot, Foca and Ricitos de Oro, per the media alert. Rhode Island-based CVS first introduced the concept in 2015 in Miami. Since then, the company has expanded CVS Pharmacy y más to 130 locations in 67 cities across California, Florida, Nevada, Texas and Puerto Rico. By 2022, it’s projected that Houston’s Hispanic spending will grow to about US$77 billion, according to data from the Houston Hispanic Chamber of Commerce’s 2017 Houston Hispanic Impact Summit. That will represent more than 25 percent of the total spending in the region in 2022.

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

  • Kia Motors

Kia Motors America has unveiled a new campaign for its 2019 Kia Forte featuring Latin Grammy award-winning, all-female mariachi band Flor De Toloache and a digital video series celebrating Latina business owners, according to Marketing Dive. The campaign, created with Hispanic agency Inspire, features the band traveling across country in the 2019 Fort, surprising Latina entrepreneurs and performing its latest single “Indestructible,” which will be available on Spotify beginning Nov. 9. Kia is rolling out 15- and 30-second videos to support the push, which will be shared on Kia Latino’s social channels, including Facebook, Instagram and Twitter, and on the campaign’s websiteKia is embracing several themes in its new campaign, including diversity, entrepreneurship and female empowerment. Highlighting Latina business owners and entrepreneurs is timely, as the campaign launched around Latina Equal Pay Day on Nov. 1. The number of cars purchased by Hispanic consumers in the U.S. is projected to double from 2010 to 2020, and new car sales to Hispanic consumers is expected to grow by 8% over the next five years despite an overall 2% drop in the market, according to Univision research cited in MediaPost.

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Publicis Groupe chief data officer Jason Kodish has announced he’s stepping down after 13 years. Kodish first joined Publicis-owned Digitas in 2006, where he most recently served as global chief data scientist before he was repositioned last year as chief data officer.

 

 

 

 

 

Dentsu Aegis Network announced the appointment of Annette Warring to the role of Executive Client President for the General Motors (GM) account. Warring has more than 25 years of industry experience and a proven-track record for successfully taking top global brands to the next level.

 

                                                                                                                                                                                                                                                                                                                                                                                                                                          

 

Mike Tasevski has been promoted to VP, Market Development at Mastercard.

 

 

 

 

 

Christine Removille has joined Dentsu Aegis Network’s Carat as global president.  She will be responsible for supporting clients looking to re-position and boost digital interaction with consumers.

 

 

 

 

Havas Creative North America has appointed Kiran Smith as chief executive for Boston-based creative agency Arnold. Smith comes from  Brookstone where she held the role of chief marketer and prior to that, was vice president of marketing at Stride Rite.

 

 

 

 

 

 Sam Luchini has been appointed by FCB Chicago senior vice president-executive creative director to work on the Michelob Ultra business. Luchini joins FCB from Goodby Silverstein & Partners, where he was a creative director.

 

 

 

 

 

Matt Armitage, CEO of media company St Ives, will retire by the end of the current financial year to be succeeded by chief digital officer J Schwan. Armitage first joined St Ives as chief financial officer back in 2007 and was promoted to CEO by 2014.

 

 

 

 

 

Spotify has appointed Dawn Ostroff as chief content officer. Ostroff joins from Condé Nast and will lead all aspects of Spotify’s content partnerships across music, audio, and video.

 

 

 

 

Chief Creative Officer Vann Graves will leave J. Walter Thompson Atlanta to become director of VCU Brandcenter. Previously, Graves founded agency FL&G and was a creative director at McCann WorldGroup.

 

 

 

 

 

R/GA Chicago hired creative directors Sue Kohm and Lizette Morazzani. Previously. Kohm was a creative director and copywriter at Grey/Toronto and Morazzani joins from McCann Puerto Rico.

 

 

 

CEO Victoria Fox departs from M&C Saatchi Group. Fox is leaving the business after five years to pursue new opportunities in the industry, according to a statement.

 

 

 

 

 

dataxu has appointed TV Veteran Gary Savoy as Vice President of Media. Savoy brings nearly 30 years of experience in television and interactive advertising sales, business and product development from companies including Comcast, NBCUniversal, and AT&T.

 

 

 

 

 

What: GlobalWebIndex and Publicis Media have published a dataset offering information about online behaviors, cultural preferences, and linguistic choices of Hispanic Americans.
Why it matters: Hispanics represent 18% of the U.S. population; this data will help brands understand the segment’s complexities according to linguistics, regions, and cultural affiliations.

Data technology firm GlobalWebIndex has partnered up with public relations and advertising agency Publicis Media to take a deep look into the online behaviors, cultural preferences, and linguistic choices of Hispanic Americans, who now account for 18% of the U.S. population.

The dataset, which has just made public, offers wide information that details consumer profiles and highlights the cultural nuances of this increasingly important segment. The data, which can be segmented between linguistic preferences, will allow brands to understand the complexities between Spanish-speaking Hispanics and bilingual Hispanics, and segmentation by state and region, as well as by country of origin with which consumers feel most affiliated, will provide companies with a better grasp of individual identities of consumers.

“This data allows marketers and brands to quantify perception as a source of intent for the Hispanic market for the very first time,” said Jason Mander, Chief Research Officer at GlobalWebIndex, in a press release. “Targeting Hispanic cultures appropriately has long been a challenge for marketers, but with this data, we can provide insights that can help create, segment and better address the behaviors, attitudes, and sentiment of this sector. The benefits of a data set like this are immeasurable.”

 

“Hispanic population growth continues to be the key driver of GDP and populations are projected to double — even triple — in certain markets,” added Tim Jones CEO, Publicis Media, Americas. “This dynamic audience tends to be more appreciative of and loyal to advertised brands. And for advertisers seeking new areas of growth, the Hispanic population presents the most scaled opportunity. Every advertiser in America should have a clear and representative picture of this audience and its powerful influence.”

 

Among the insights released in the dataset, GlobalWebIndex and Publicis Groupe found that almost 60% of Hispanic Americans are bilingual or Spanish-first at home, but 78% prefer English when using electronic devices, of which smartphones are the most important. While non-Hispanics spend less than two hours online via mobile, Hispanics average three hours on their phones, effectively leading the shift to mobile.

Spanish-first Hispanics showed in pink; bilingual in fuchsia; English-first in violet.

They also found that Spanish-first Hispanics are 3x as likely as English-first Hispanics to feel a connection to their Hispanic heritage via the sports they follow and the TV they watch. Interestingly, it is bilingual Hispanics who use Netflix the most, 85% as opposed to Spanish-first and English-first Hispanics, with 75% and 76% respectively.

Black shows Hispanics in average, while grey refers to non-Hispanics.

 

Bilingual Hispanics have a higher interest in music streaming as well. 78% of them use Spotify or Pandora, while only 56% of non-Hispanics access these sites. In terms of specific genres, it was found that Spanish-first Hispanics clearly prefer Latin music, while bilingual and English-first Hispanics have broad music taste.

Other findings, according to the press release, are that 24% of Hispanics believe the US economy will improve over the next six months while 50% think their personal finances will improve over the same period (compared to 43% of non-Hispanics). Also, Spanish-first Hispanics lead WhatsApp usage with the most visits within the past month (60%), compared to only 16.7% of all Americans in the same time period. Finally, 61% of Hispanics say they sometimes use Spanglish (words that are a combination of Spanish and English).

 

What: Marriott International has selected Publicis Groupe’s SapientRazorfish and Spark Foundry as its AOR to handle global media business.
Why it matters: With 30 brands and 6,500 hotels worldwide, Marriott has had to rethink its media needs and is no longer working with MEC, the agency that handled Marriott’s media business since 2011.

Marriott International, Inc. has announced in a press release the appointment of Publicis Groupe’s SapientRazorfish and Spark Foundry as its agency of record to handle its global media business, overseeing media planning and buying.

The appointment closes a review that started last October to rethink Marriott’s media needs after its acquisition of Starwood Hotels & Resorts. Publicis Groupe will create a dedicated media unit called Marriott One Media, which will work with Marriott’s internal media teams at a global level.

“We are excited to welcome Publicis Groupe in their new, expanded role, and work together to break new ground,” said Karin Timpone, Global Marketing Officer of Marriott International. “I also want to thank Wavemaker who has provided valuable strategic guidance in media, successfully working with us to launch several award-winning campaigns.”

After the merger with Starwood, Marriott grew to 30 brands with 6,500 hotels in 127 countries. According to Kantar, the company spent $155 million on U.S. measured media in 2017.

“This is a rare opportunity to reimagine our marketing practices in the digital age, and we are confident that Publicis Groupe will help us achieve this vision,” added Timpone. “We’re combining our forces to develop cutting-edge marketing tactics that speak to individual guests worldwide. This personalization at scale will provide enormous value to our business.”

 

 

 

 

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.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Daniela Landa at daniela@portada-online.com.

  • Subway

Healthy fast-food chain Subway has consolidated its entire U.S. and Canadian (North American) media and creative business with Dentsu Aegis Network following a review that kicked off in July. Dentsu Aegis Network North America—which embraces Carat New York, mcgarrybowen New York, Carat Canada and DentsuBos—will be responsible forSubway’s strategy across all channels. The account will be handled out of New York, Toronto and Montreal offices. Carat will handle Subway’s media planning and buying across North America and mcgarrybowen will be responsible for creative. The review did not impact Subway’s specialty, local or international agencies. According to a recent Kantar Media report, Subway spent about US$100 million in the U.S. on measured media in the first quarter of 2017.

 

  • Pandora Jewelry

GroupM’s Mindshare has been assigned Pandora Jewelry media planning and buying in North America, Ad Age reports. The business was previously handled by another GroupM agency, Maxus, which was merged with a third GroupM agency MEC to form a new agency Wavemaker. Since MEC handles media for Pandora Jewelry competitor Tiffany & Co., GroupM sibling agency Mindshare pitched for the Pandora business.Pandora Jewelry spent around US$59 million on measured media in the U.S. in 2016, according to Kantar Media. In addition to Mindshare, a WPP agency, Pandora also uses WPP creative agency Grey.

 

  • MTV

MTV has selected MullenLowe Mediahub as its U.S. media agency of record. Mediahub, will provide offline and digital media planning and buying services. This new relationship adds to Mediahub’s existing partnership with MTV’s Viacom sister brand VH1.The MTV win is Mediahub’s eighth new client win in 2017, following its selection by Chipotle, Rémy Cointreau, Staples and others.MediaPost recently named Mediahub Creative Media Agency of the Year for a second straight year.

 

 

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!

  • Publicis Groupe

Publicis Groupe announced that each of its agencies will combine offices in six major U.S. cities: New York, Boston, Chicago, Detroit, Atlanta and San Francisco, Adweek has reported. every Publicis-owned company in those locations will be housed a single building. Publicis agencies include Leo Burnett, Saatchi & Saatchi, BBH, Publicis Worldwide, Spark Foundry, Starcom Worldwide, SapientRazorfish, DigitasLBi and MSLGroup.The moves are not related to any further reorganization or staffing reduction across the Publicis Groupe in North America, according to people familiar with the change.

 

 

  • Goya Foods

Goya Foods, one of America’s largest Hispanic-owned food company, has partnered with renowned artist and one of South Florida’s most vibrant artistic talents, Alexander Mijares. Goya commissioned Mijares to create a one-of-a-kind Goya “Can Sculpture” at the Perez Art Museum as part of Goya’s “Pasión es Goya” campaign and PAMM’s “Second Saturday” activations.Goya has partnered with contemporary art museum PAMM to host “Free Second Saturdays,” which includes hands-on activities and provided free Spanish tours, making sure that everyone in Miami’s diverse population can enjoy a fun day with their families.Goya Foods will also be making a donation of Goya products to charity.

 

 

 

  • Toys 4 Puerto Rico

Lin-Manuel Miranda, Toys“R”Us®, Telemundo, Hispanic Federation, and R.Evolución Latina are partnering to bring toys and smiles to the thousands of children affected by Hurricane Maria this Three Kings Day with the launch of Toys 4 Puerto Rico. The toy drive aims to send 10,000 toys to children throughout the island and begins today online at Toysrus.com/Toys4PuertoRico, with donations accepted until Tuesday, January 2. Hispanic Federation and partner organization R.Evolución Latina will handle the distribution of the purchased items, and ensure that dozens of community partners receive gifts for a mix of ages.As the official media partner, under the banner of its corporate social responsibility initiative, “El Poder En Ti” (The Power in You), Telemundo will make a donation of US$30,000 to the toy drive. The network will also air national and local promos encouraging viewers to donate, in-show segments across network shows including “Un Nuevo Día,” “Al Rojo Vivo” and “Noticias Telemundo,” daily digital and social amplification, and participation in numerous community events to support the drive. In addition, Telemundo talent will participate in the local celebrations to help distribute toys.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Daniela Landa at daniela@portada-online.com.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Juan Chouza has been appointed Director of Global Partnerships at NYC-based sports and entertainment marketing firm Leverage Agency.  Leverage brings deep expertise in creating 360° marketing partnerships through sponsorship sales, experiential marketing, public relations and asset valuation.  In his role at Leverage, Chouza will work closely with Miami-based Leverage Latino on key clients including Combate Americas (largest Hispanic MMA sports league), Kick It (largest 3ve youth soccer tournament) and IIFA Awards (International Indian Film Academy’s Bollywood awards).

Christina Carey Dunleavy has joined Discovery Communications as VP, ad sales marketing. She was most recently VP of client partnerships at NBCUniversal and prior to that served as director of ESPN CreativeWorks.

 

 

Three longtime account executives at Discovery were also promoted:

Lisa Kus was elevated to VP, client & brand partnerships.

 

 

 

 

Evan Mason has been promoted to VP, client solutions.

 

Jane Mylan was named VP, national ad sales.

 

 

 

 

PebblePost®, the inventor of Programmatic Direct Mail®, announced the promotion of Adam Solomon to Chief Product Officer.In his new role, Solomon will oversee product strategy — development and execution — as PebblePost expands into new verticals and markets in response to strong demand for Programmatic Direct Mail® — the first new channel since search and social.Solomon joined PebblePost as vice president of product in 2016.

 

 

The shopper marketing division of Leo Burnett Group is opening two new U.S. offices in New York and Northwest Arkansas and adding seven new executives, Adweek first reported. Last November, Arc was named the new lead agency for all of the MillerCoors U.S. retail business, winning away the account from Omnicom. The seven new execs include: Debbie Myszynski, executive VP, business leadership and director of commerce; Elizabeth Harris, executive VP, director of strategy; Jenny Cacioppo, executive VP, business leadership; Karl Wenzel, senior VP and director of operations; John Lowell, executive VP, chief intelligence officer; Billie Smith, executive VP, talent management and HR operations; and Anna Gomez, chief financial officer. Most of those execs are longtime employees of Leo Burnett.

 

 

Brandon Rhoten has been appointed global chief marketing officer at Papa John’s. He was previously VP of advertising, media and digital/social at Wendy’s. Papa John’s has not had a chief marketing officer since Bob Kraut departed in 2015. Robert Thompson has been the top Papa John’s marketer, first in his role as senior VP, marketing, and more recently as VP, brand planning and analysis. Earlier in his career. Rhoten spent six years in assorted roles at creative agency gyro.

 

 

 

Arthur Sadoun takes over as chairman and CEO of Publicis Groupe beginning June 1. He will succeed Maurice Levy, who at 75 is stepping down from those roles. Levy, who has been with Publicis for 46 years, will continue to do work for the agency holding company in other capacities, according to an Ad Age report. The change was previously announced by Publicis.

 

Join us at PORTADA 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 Database of Corporate Marketers and Agency Executives with newly introduced upgraded features (see details at the bottom of this article). 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322  or e-mail her at silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Reynolds Consumer Products

SMG (6)Meredith Corporation is partnering with Reynolds Consumer Products, producer of the iconic Reynolds Wrap® Aluminum foil, to create and distribute native custom content to engage millions of consumers across Meredith’s portfolio of brands. Media is being placed by Havas Media. Sources at Meredith tell Portada that there is a print component to the program running in Parents Latina magazine but that no Spanish-language media targeting Hispanics is being used. The two-year Meredith-multiplatform partnership will produce native and editorial custom content, including video, recipe integration, native units of recipe-relevant tips and geo-targeted shopper marketing units. More than 30,000 relevant recipes will advertise Reynolds products across Meredith’s food brands, such as Allrecipes, Better Homes and Gardens and Martha Stewart Living. The integrated campaign is an extension of Reynolds’ popular “Endless Table” Instagram cookbook campaign focused on seasonal entertaining and recipes.

  • Coca Cola & Rio 2016 Olympic Games

descarga (6)As the clock ticks down to the Opening Ceremony of the Rio 2016 Olympic Games, Coca-Cola will celebrate with fans across the world with the multi-brand effort #ThatsGold, rolling out around the world this July. The effort will come to life through global TV and Print Campaign: Coca-Cola will bring #ThatsGold to life through global television commercials (TVCs) and out-of-home campaign, featuring famous gold moments from previous Olympic Games and the faces of some of the most famous athletes from around the world. The images featured in the global creative depict authentic, real gold moments on and off the podium with a Coca-Cola, Coca-Cola Light/Diet, Coca-Cola Zero or a Coca-Cola Life. A series of three video vignettes, produced in partnership with NBC, focus on some of the happiest and most triumphant moments enjoyed by Morgan, Eaton, McFadden, Manzano, Liukin and Adrian, on and off the podium. The vignettes are narrated by the athletes and feature a collection of images and video that share the emotion behind their favorite #ThatsGold moments. A fourth vignette features a selection of Coca-Cola athletes issuing a call to action to viewers, inspiring them to share their own #ThatsGold moments through photos and video across social platforms using the hashtag #ThatsGold. The slate of Coca-Cola athletes will help bring the Company’s #ThatsGold campaign to life and will be featured through: Limited-edition Coca-Cola, Diet Coke and Coca-Cola Zero packaging available nationwide, beginning in mid-July. The campaign will roll out this month in 50 countries. Spending was not disclosed.Ogilvy & Mather Brazil is the lead agency on the Olympic campaign.

  • Walmart

walmart_logo_youtube_400x400Months after losing the retailer’s media business, holding company Publicis Groupe have formed a non-exclusive “strategic relationship” that also gives Walmart access to all of the holding group’s agencies and resources outside of marketing, including capabilities to support corporate reputation and technology that builds relationships with customers.The partnership, which went into effect on July 1, is not exclusive and will initially apply to Walmart’s U.S. advertising (creative) and in-store creative, for which the holding company will serve as AOR.  Publicis Groupe will pull resources from the various agencies in its portfolio to ensure the right talent is working on each Walmart project. The relationship will be led by Arthur Sadoun, CEO of Publicis Communications.Regarding, what agencies will get Walmart’s media buying business, the answer, for now, is written in the sky. “We are not sharing our future media buying partner, also for multicultural,” sources from Walmart told Portada. (Check out today’s feature  article: Walmart’s Marketing Partners: Here’s what we know and what we dont know.)

  • MasterCard

NNNNMasterCard has unveiled a new logo Thursday that simplifies the brand for consumers and merchants. The new design includes red and yellow interlocking circles; the word “mastercard” can be positioned below or to the side, rather than to the top, and capital letters have been omitted to de-emphasize “card”. The company suggested the new logo has been made to emphasize the fact that MasterCard is no longer just a card product as the future will be predominantly digital.The new branding will be rolled out to the company’s digital payment service Masterpass by the end of July. MasterCard spent US$67 million on measured media in the U.S. in 2015.

  • Chespirito

bq88Z0w2_400x400¡Síganme los buenos! (‘Good guys follow me!’) With the aim of carrying forward the legacy of Roberto Gómez Bolaños through new generations of Latinos in United States, El Chavo Store is opening as the first official store for products based on the characters of Chespirito.The store opened a physical retail space in the city of Downey, California.  This is an area with a high percentage of Hispanic residents who share an affection for Chespirito, who was born in México but considered himself from all of Latin America.This major project is also being released at the online store: www.elchavostore.com where the products can be purchased from any part ofthe United States.El Chavo Store is a venture with 100% Mexican investment. This idea was born as an effort to strengthen the status of the legacy of Roberto Gómez Bolaños, bringing it to new generations of the Hispanic community in the United States.  The store offers iconic products of the most popular characters from ChespiritoEl Chapulín Colorado and El Chavo del Ocho.

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

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  • Sedano’s /República

7fbd032d42c6c5e6213487b26c4f8a95_400x400 Miami-based indie agency República has released it new campaign promoting Florida supermarket chain Sedano’s, where it suggests everyone can feel a little more Latin with the help of some rice and platanos. Sedano’s, which has 34 locations in the South Florida/Orlando area, wants to appeal to young people who face the same problem no matter what race or gender they may happen to be: nobody has time to cook! The TV spot will run in both English and Spanish. The campaign includes banner ads asking us how Latin we feel today and a “Latino Meter” that promises to measure just how spicy our personal flavor might be with questions like this one:

 

  • Publicis

nnnPublicis is restructuring its 2 New York Health Agencies: Publicis Life Brands Medicus and Digitas Health.LifeBrands will be consolidated into one.The two agencies will continue to operate under their current names and share the same building. They will, however, operate as one when it comes to shared accounts. Publicis last week announced a major reorganization of its media agencies.

 

 

  • 5 Rabbit Cervecería

mbmbbIn perfect time for Illinois primary, Latino-owned brewery 5 Rabbit Cervecería started bottling a limited run of its “Chinga tu Pelo,” a Latin-American insult that literally translates to “fuck your hair.”The beer was originally known as “Trump Golden Ale” but was rebranded after founder Andres Araya realized he did not want to brew for the Chicago Trump Tower after Trump’s inflammatory, racist comments about Mexican immigrants.

 

 

  • Harley-Davidson

descarga (3)Agency Wolfes is behind Harley-Davidson’s latest “Live Your Legend” new global campaign. The 30-second “One Day” opens on a young boy playing in the driveway, whose ears perk up at the sound of a motorcycle. The brand aims to target a younger demographic with “One Day” clearly fits into that profile, though it isn’t targeted specifically at any one demographic.Future spots in the campaign will focus on new and recently launched Harley-Davidson models, such as the Forty-Eight, Iron 883 and  Street Glide Special.

  • Westin Hotels & Resorts

descarga (2)Westin Hotels & Resorts is promoting a new global and more energetic identity.The redesign seeks to mirror in the brand’s messaging “For a Better You” tagline.The Starwood Hotels & Resorts new identity includes new and brighter colors producing an editorial feel. Westin invested about US$1 million in its new brand identity.The company, which handled all aspects of the redesign in-house, including video production, was inspired by Instagram and studied other wellness brands for style ideas.The new look and feel will stretch across all hotel assets, from brochures and posters to stationery and key cards. The design will also mix into Westin’s social media efforts, and could find its way into some hotel sales and marketing materials.The brand expects its new visual language to live for at least five years and speak to a variety of consumers.

 

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.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

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descarga (7)Joanne Lipman, principal of Surrey Lane Media, formerly editor-in-chief of Conde Nast Portfolio and Portfolio.com, and previously deputy managing editor of The Wall Street Journal, has been named chief content officer at Gannett, a new position. Daniel Bernard, formerly head of product for Time, Fortune and Money Digital at Time, Inc., and previously chief product officer for The Wall Street Journal Digital Network and general manager for The Wall Street Journal Online, has been named chief product officer at Gannett. Both Lipman and Bernard will report to Robert J. Dickey, president and CEO of Gannett.

descarga (6)John McKeon, president and publisher of the San Antonio Express-News, was named president and publisher of the Houston Chronicle on Wednesday, a position from which he will oversee collaboration between Hearst’s Texas media. McKeon’s new role was announced by Hearst President and Chief Executive Officer Steven R. Swartz and Hearst Newspapers President Mark Aldam as McKeon met for the first time with employees at the Chronicle. He begins his new duties on Monday. In naming McKeon president and publisher of the Chronicle, Swartz and Aldam also announced that Susan Pape would become chief operating officer of the San Antonio Express-News. A successor to McKeon as president and publisher of the newspaper will be named shortly, they said.

descarga (5)Univision Communications, Inc. (UCI) announced that Tonia O’Connor has been promoted to the newly created position of chief commercial officer and president of Content Distribution. O’Connor will remain based in New York and will continue to report to Randy Falco, president and chief executive officer. Under O’Connor’s leadership, UCI is putting greater emphasis on diversifying its portfolio of assets by bringing together its Corporate Development and Enterprise groups under one function called Enterprise Development. This division will focus on enhancing UCI’s market position to help incubate and launch new products and businesses. O’Connor will retain her responsibilities leading content distribution, driving the company’s distribution efforts across all screens, including online and mobile, and expanding its content availability and licensing revenue by securing key partnerships and new business models with both traditional and emerging content distributors. Additionally, she will continue to oversee Univision NOW, the company’s new direct to consumer subscription video service.

descarga (1) IPG Mediabrands’s UM Chief Media Officer David Cohen is the new U.S. President of Magna Global, IPG’s central media-buying and forecasting group.He will be effectived Jan. 1, following the departure of Magna Global Exec VP Todd Gordon, who left last month to TubeMogul. Mr. Cohen is a 17-year-veteran of IPG. Mediabrands, the media agency network within Interpublic Group of Cos., comprehends media agencies UM, Initiative and BPN.

 

descargaJoe Tripodi has been named chief marketing officer of Subway. He replaces Tony Pace, who departed in July. Tripodi spent seven years at Coca-Cola where he was executive VP, marketing and commercial officer before departing in Oct. 2014. Prior to that, he spent four years as CMO of Allstate. He also served as CMO at Bank of New York and at Seagrams. Earlier he held marketing positions at MasterCard and Mobil.

 

C9R8ZXxb_400x400Publicis Groupe is reorganizing its agency networks and reallocating people in a move that creates four new groups: Publicis Communications, Publicis Media, Publicis.Sapient and Publicis Healthcare.The reorganization will be effective Jan. 2.

 

 

 

sadounPublicis Communications will be led by Arthur Sadoun, CEO of Publicis Worldwide. The newly formed network will house all of the holding company’s creative shops( Publicis Worldwide, MSL, Nurun, Saatchi & Saatchi, Leo Burnett as well as BBH and Marcel.) Mr. Sadoun was named CEO of Publicis Worldwide in October 2013. Prior to that, he ran the agency’s European operation.Under Mr. Sadoun’s leadership the agency won several accounts including Cadillac, Heineken global and Sears.

 

kingPublicis Media will be led by ZenithOptimedia Global CEO Steve King. King will oversee Starcom Mediavest, ZenithOptimedia, Vivaki, Performics, MRY and Moxie, among other entities.

 

 

desmondLaura Desmond, global CEO of Starcom Mediavest Group, will move into the newly created role of chief revenue officer. She’ll oversee teams of chief client officers and be responsible for the group’s growth through “new business and future developments.”

 

 

herrickAlan Herrick, chief of Publicis.Sapient, will continue to run the group, which is now a hub and includes: Sapient Consulting, SapientNitro, DigitasLBi and Razorfish.

 

 

 

colucciNick Colucci, CEO of Publicis Healthcare Communication Group, will run the healthcare hub, which houses services from new product launches to the transition to generic branding, including digital applications and sales force management.

 

 

 

 

littlewoodAndy Littlewood has been named a managing partner and the first Head of Knowledge at media agency MediaCom. In this new role, he will work with the agency’s media teams and clients to provide faster access to data tools and systems within MediaCom and the other GroupM agencies. He was most recently chief data and ROI officer and head of direct response at MediaCom Australia.

 

Stephanie Starr has been named a group account director at MediaCom, handling the Audi of America account.

 

lordBob Lord will leave his position as president of AOL in early 2016. He joined AOL in July 2013. Prior to that, he was CEO at digital agency Razorfish.  It is expected that Lord will not be replaced.

 

 

AAEAAQAAAAAAAAU0AAAAJDgyMDRlZjVkLTM0MjEtNGVlMi05MzZlLWMzZDM2MTdkOGFlZQJonathan Halvorson, director-global media strategy and branded entertainment at General Motors, has left the company after eight months.The automaker has not named a replacement.Prior to joining the automotive giant, Mr. Halvorson had been global managing director for Publicis Groupe’s Starcom Mediavest Group, where he oversaw the agency’s global relationship with US$35 billion global snacking company Mondelez International.Starcom was GM’s media agency before the auto giant appointed Carat in 2012.GM spent US$1.66 billion on domestic measured media in 2014.

What: Visa has picked Publicis Groupe’s Starcom to be its  global media agency of record.
Why it matters: Starcom will provide Visa with a fully integrated offering based on data, which will cover five regions, 60 markets including North America, Latin America, Asia-Pacific and Middle East.

gELngik-_400x400Visa has picked Publicis Groupe’s Starcom to be its  global media agency of record. It will be supported by SocialCode for digital in North America. Essence has been tapped to support Visa’s programmatic efforts on a project and regional basis.

Starcom will provide Visa with a fully integrated offering based on data, which will cover five regions, 60 markets including North America, Latin America, Asia-Pacific and Middle East.

The review begun earlier this year and shorten the list of contenders to finalists OMD, Starcom and Essence. OMD was the incumbent, and held the account for many years.

Visa spent US$112 million on U.S. measured media in 2014. That’s 13% less than the company spent on measured media in 2013.

What: Visa has picked Publicis Groupe’s Starcom to be its  global media agency of record.
Why it matters: Starcom will provide Visa with a fully integrated offering based on data, which will cover five regions, 60 markets including North America, Latin America, Asia-Pacific and Middle East.

gELngik-_400x400Visa has picked Publicis Groupe’s Starcom to be its  global media agency of record. It will be supported by SocialCode for digital in North America. In addition, Essence has been tapped to support Visa’s programmatic efforts on a project and regional basis.

Starcom will provide Visa with a fully integrated offering based on data, which will cover five regions, 60 markets including North America, Latin America, Asia-Pacific and Middle East.

The review begun earlier this year and the list of finalists was shortened to OMD, Starcom and Essence. OMD was the incumbent. OMD had the account for many years.

Following the appointment, Benjamin Gomez, CEO of Starcom Colombia, Mexico and the Andean Region, said: “we are extremelly proud of this new challenge of delivering Visa the best of our networks’ strategic thinking , which is focused on data, technology, content, media optimization and the best global talent. The integration of information to make better decisions will be critical for Visa.”

What: Fast food giant Taco Bell has consolidated its traditional media assignment with Publicis Groupe’s SMG’s Spark after a formal review. Digitas, also part of Publicis Groupe,  continues to handle digital media planning and buying.
Why it matters: Mec, a unit within WPP’s GroupM, was the incumbent. Spark already handles strategy and planning for Taco Bell since 2012.

vFkj_MHn_400x400Following a formal review, fast food giant Taco Bell has consolidated its traditional media assignment with Publicis Groupe’s SMG’s Spark, worth around US$300 million.Mec, a unit within WPP’s GroupM, was the incumbent.

Spark had already handled strategy and planning for Taco Bell since winning those duties in 2012 after a review. Now Taco Bell has placed its buying assignment with Spark as well. (Check out our recent agency profile of Spark)

Digitas, also part of Publicis Groupe,  continues to handle digital media planning and buying.

Spark has been under a hot streak lately , as it has also won media agency of record duties for Valspar, the paint company, a week ago.

Juliet Corsinita, vice president, media and brand partnerships, Taco Bell Corp., confirmed the move.

How Havas’ deal with NewsCred extends to social media and will go around the globe. LatAm is part of the deal and NewsCred is talking with brands targeting the Brazilian market.

photo: Javier Micora
photo: Javier Micora

Every brand wants to do content marketing, and that means every agency has to build this expertise. Dominique Delport, global managing director of Havas Media Group, said in a press release, “2015 is the year of content for Havas.”

If so, Havas is trying to get a jumpstart on it by forging a global partnership with NewsCred. The deal gives Havas and its clients access to more than 5,000 publishers in dozens of languages.

NewsCred connects content creators and content marketers, providing access to curated content, as well as software that lets brands manage, publish and track it. It contracts with major publishers, as well as freelance content producers, in order to offer licensed content to brands and marketers. Last year, it expanded into Latin America, with licensing agreements with AFP Espanol, Huffington Post Voces and EFE, among others.

Imam Ramani, NewsCred
Imam Ramani, NewsCred

Iman Ramani, NewsCred’s head of agencies across EMEA, explains that there are a lot of elements to content marketing, from managing writers, trafficking content and amplifying it via social media. “We’re here to simplify processes around content marketing and allow brands to scale with licensed content,” he says. “We’ve built an end-to-end content marketing platform that allows brands and agencies to simplify processes and scale with licensed content. They can create their own content but also, every day, supplement that with interesting articles from major publishers.”

The deal will also integrate NewsCred’s platform with that of Socialyse, the Havas social media agency. Havas operates social newsrooms in London, New York and Paris, and plans to open even more this year.

“We can expand the Socialyse offering, and we believe that’s the main reason we signed this partnership,” Ramani says. The partners are evaluating how to bring together the multiple analytics tools Socialyse has developed with NewsCred analytics in order to make it easier to manage social campaigns.

Those analytics will include data flowing in from the Global Music Data Alliance, a newly announced partnership between record label Universal and Havas Media. Delport told Rolling Stone, “We will have so much data that we can leverage for the purpose of better understanding the consumer and creating better experiences.”

At this point, according to Ramani, most of the international action is in the UK. He’s found that new media, tools and tech take hold first in the United States, followed by the UK, with other regions coming aboard later. But sales conversations are taking place in France, Germany and Spain, he adds. Ramani notes that Brazil holds Facebook’s second largest user base, and NewsCred is talking to a couple of English brands that want to focus on Brazil.

NewsCred is talking to a couple of English brands that want to focus on Brazil.

Havas is not the only network expanding its content abilities. Publicis Groupe revealed that it’s in exclusive negotiations to acquire Relaxnews, a press agency that has expanded into consulting, producing and managing digital content.

Relaxnews recently launched a platform that combines data, content and services for brands and media. The agency, in partnership with Agence France Presse, works with more than 200 global clients, including Getty Images, Microsoft and Yahoo. Relaxnews would be aligned with the ZenithOptimedia network, while working with various divisions within Publicis Groupe.

How Havas’ deal with NewsCred extends to social media and will go around the globe.

photo: Javier Micora
photo: Javier Micora

Every brand wants to do content marketing, and that means every agency has to build this expertise. Dominique Delport, global managing director of Havas Media Group, said in a press release, “2015 is the year of content for Havas.”

If so, Havas is trying to get a jumpstart on it by forging a global partnership with NewsCred. The deal gives Havas and its clients access to more than 5,000 publishers in dozens of languages.

Havas is not the only network expanding its content abilities. Publicis Groupe revealed that it’s in exclusive negotiations to acquire Relaxnews, a press agency that has expanded into consulting, producing and managing digital content.

NewsCred connects content creators and content marketers, providing access to curated content, as well as software that lets brands manage, publish and track it. It contracts with major publishers, as well as freelance content producers, in order to offer licensed content to brands and marketers. Last year, it expanded into Latin America, with licensing agreements with AFP Espanol, Huffington Post Voces and EFE, among others.

Imam Ramani, NewsCred
Imam Ramani, NewsCred

Iman Ramani, NewsCred’s head of agencies across EMEA, explains that there are a lot of elements to content marketing, from managing writers, trafficking content and amplifying it via social media. “We’re here to simplify processes around content marketing and allow brands to scale with licensed content,” he says. “We’ve built an end-to-end content marketing platform that allows brands and agencies to simplify processes and scale with licensed content. They can create their own content but also, every day, supplement that with interesting articles from major publishers. ”

The deal will also integrate NewsCred’s platform with that of Socialyse, the Havas social media agency. Havas operates social newsrooms in London, New York and Paris, and plans to open even more this year.

“We can expand the Socialyse offering, and we believe that’s the main reason we signed this partnership,” Ramani says. The partners are evaluating how to bring together the multiple analytics tools Socialyse has developed with NewsCred analytics in order to make it easier to manage social campaigns.

Those analytics will include data flowing in from the Global Music Data Alliance, a newly announced partnership between record label Universal and Havas Media. Delport told Rolling Stone, “We will have so much data that we can leverage for the purpose of better understanding the consumer and creating better experiences.”

At this point, according to Ramani, most of the international action is in the UK. He’s found that new media, tools and tech take hold first in the United States, followed by the UK, with other regions coming aboard later. But sales conversations are taking place in France, Germany and Spain, he adds. Ramani notes that Brazil holds Facebook’s second largest user base, and NewsCred is talking to a couple of English brands that want to focus on Brazil.

Havas is not the only network expanding its content abilities. Publicis Groupe revealed that it’s in exclusive negotiations to acquire Relaxnews, a press agency that has expanded into consulting, producing and managing digital content.

Relaxnews recently launched a platform that combines data, content and services for brands and media. The agency, in partnership with Agence France Presse, works with more than 200 global clients, including Getty Images, Microsoft and Yahoo. Relaxnews would be aligned with the ZenithOptimedia network, while working with various divisions within Publicis Groupe.

What: Advertising company Publicis Groupe is acquiring Sapient, a digital agency and communications company, for US $3.7 billion in an all-cash transaction. Publicis is also creating Publicis.Sapient, a new organization that will house all of Publicis’ digital and technology-focused assets including Razorfish, Rosetta and DigitasLBIs.
Why it matters: Sapient will help Publicis go deeper into digital offerings and online activities, and bounce back from its failed attempt to merge with Omnicom Group Inc. The acquisition fullfils Publicis’ goal of deriving 50% of its revenues from digital marketing and technology services. Publicis recently announced a 20% investment in performance marketing firm Matomy. Sapient owns Hispanic and Latam ad shop La Comu.

descarga (1)After a failed attempt to merge with rival Omnicom Group Inc., advertising company Publicis Groupe will acquire Sapient, a digital agency and communications company, for US $3.7 billion in an all-cash transaction . This is Publicis’s second acquisition in less than a month after acqacquiring programmatic platform RUN and and taking a 20% position in performance marketing company Matomy Media.

Both companies’ boards have approved the offer  and Alan Herrick , CEO of Sapient, will become CEO of the new Publicis.Sapient  that will house all of Publicis’ digital and technology-focused assets — including Razorfish, Rosetta and DigitasLBI — and be focused exclusively on digital transformation.This is the first time also, that all Publicis’s digital assets and digital agencies are line up under a whole unit.

Sapient stockholders will receive US $25 in cash for each share. Publicis is paying 19.2 times Sapient’s earnings before interest, taxes, depreciation and amortization. That compares with a multiple of 14.5 times for similar targets over the past five years, according to Bloomberg.

“This deal dramatically changes the profile of our group. We will get access to new revenue streams and markets. We’ve been investing for many years in digital capabilities for one simple reason: it’s the future,” Publicis CEO Maurice Levy said.

Publicis will finance the purchase with cash and borrowings, without selling shares as the company received a firm financing commitment from Citigroup Inc. The transaction is expected to be completed in the first quarter of 2015.

A shift in Strategy

Publicis is pushing the company deeper into digital offerings following a shares decline of 17% this year. Sapient, owner of SapientNitro, a leading digital advertising agency, would push Publicis further into online activities. Publicis will add nearly 13,000 Sapient people to its existing staff of 62,000, and many of them are experts in everything digital, including designing websites, coding and analyzing data to better target ads to consumers.

Through its Global Markets division, which serves industries such as banking, energy and finance, Sapient has an existing consulting practice that may extend to other categories and provide advisory services around marketing technology and strategy. Publicis is shifting the majority of its digital activities to the newly created Publicis.Sapient, including DigitasLBI, Razorfish and Rosetta.SapientNitro’s biggest clients includes Unilever, Vail Resorts, and Queensland Tourism. Sapient employs about 13,000, and its 2013 gross revenues were US $1.3 billion. Net profits were about US $77 million. As of 2013, about 70% of its business came from its digital agency, SapientNitro. Another 25% was attributed  to Sapient Global Markets, serving the capital and commodity market needs of clients in the financial and energy industries.

It will also give Publicis Groupe access to new markets and creating new revenue streams. This acquisition fulfills many of Publicis Groupe’s objectives

“Sapient is a ‘crown jewel,’ that will  give Publicis Groupe access to new markets and creating new revenue streams. This acquisition fulfills many of Publicis Groupe’s objectives: we will enhance our leadership position in digital, achieve our goal of deriving 50% of our revenues from digital and technology three years ahead of our 2018 plan, and leverage technology, consulting capabilities to expand in new verticals, and offering new and exciting opportunities to our talents,” Levy said in a statement this morning.

“What we will do over time is expand the vertical consulting presence within Publicis.Sapient in order to cross-pollinate, in order to feed the other pieces of Publicis.Sapient and have deep expertise in vertical segments in which we operate to help clients construct solutions to take advantage of opportunities. You’ll see us both deepen as well as expand the types of consulting we do,” said Sapient CEO Alan Herrick.

 

What: Publicis Groupe has acquired RUN, a mobile-focused real-time data management and multi-channel programmatic buying platform.
Why it matters: Mobile ad spend is expected to increase from US$8.5 billion in 2013 to US$31 billion in 2017. Media planning and buying conglomerates have been busy either acquiring programmatic specialized companies (see WPP purchase of  Xaxis and its recent investment in AppNexus) or building them from scratch (e.g. OMD’s Accuen).

 6QvweJE1_400x400Publicis Groupe has acquired RUN, a mobile-focused real-time data management and multi-channel programmatic buying platform,  enabling marketers to execute data-driven campaigns and multi-channel programmatic ad buying. Details of the deal were not disclosed.

This acquisition goes in line with Publicis Groupe’s 2018 strategic plan to earn 50% of its revenue from digital – today representing 41.6%- following a a scarce 4% year over year growth revenue , reaching US$2.21 billion in the third quarter of 2014. The Groupe has been investing in technology, data, content, social and programmatic across all channels and devices.

Anticipated the need for clients to embrace programmatic as an irreplaceable component of their digital marketing plans, this acquisition marks the first of its kind for the Groupe. More recently, Publicis Groupe has wrapped a number of important partnerships across programmatic, including with AOL and VivaKi’s programmatic solution, Audience on Demand (AOD), as well as other digital focused companies like ZenithOptimedia, Razorfish,DigitasLBi and Adobe’s Digital Marketing Cloud.

Headquartered in New York City, RUN currently operates and reaches 50 countries and has identified over 800MM unique consumer profiles globally. RUN’s mobile-focused data management platform (DMP) collects consumer data sets captured from multiple sources, including cellular carriers and Internet Service Providers (ISPs), compiling information on location, CRM activities, behavior and demographics. In addition, RUN’s platform also provides actionable insights and analytics that enable both precision targeting and more effective ad spend. RUN’s omni-channel demand-side platform (DSP) powers data-driven media buying at scale; while its activation platform executes cross-device marketing campaigns across multiple formats including display and video.

Following this partnership, RUN will be aligned with Starcom MediaVest Group (SMG) and will be available as a resource to all networks of the Groupe  by Publicis’ ad tech solutions unit Vivaki. However, it will retain its name, management team and structure and operate as a standalone unit .As time spent on mobile devices continues to grow, according to eMarketer, mobile ad spend is expected to increase from US$8.5BN in 2013 to US$31BN in 2017.

“This acquisition will accelerate Publicis Groupe’s digital capabilities in the mobile space. The role of the agency has changed. We are no longer negotiating on traditional currencies. We’re negotiating on data and technologies. RUN provides the opportunity to break down walled gardens of data across all screens and devices to become a real, meaningful differentiator in how we service current clients and beyond,”said Laura Desmond, Global CEO of Starcom MediaVest Group.

 

What: Publicis Groupe has acquired RUN, a mobile-focused real-time data management and multi-channel programmatic buying platform.
Why it matters: Mobile ad spend is expected to increase from US$8.5 billion in 2013 to US$31 billion in 2017. Media planning and buying conglomerates have been busy either acquiring programmatic specialized companies (see WPP purchase of  Xaxis and its recent investment in AppNexus) or building them from scratch (e.g. OMD’s Accuen).

 6QvweJE1_400x400Publicis Groupe has acquired RUN, a mobile-focused real-time data management and multi-channel programmatic buying platform,  enabling marketers to execute data-driven campaigns and multi-channel programmatic ad buying. Details of the deal were not disclosed.

This acquisition goes in line with Publicis Groupe’s 2018 strategic plan to earn 50% of its revenue from digital – today representing 41.6%- following a a scarce 4% year over year growth revenue , reaching US$2.21 billion in the third quarter of 2014. The Groupe has been investing in technology, data, content, social and programmatic across all channels and devices.

Anticipated the need for clients to embrace programmatic as an irreplaceable component of their digital marketing plans, this acquisition marks the first of its kind for the Groupe. More recently, Publicis Groupe has wrapped a number of important partnerships across programmatic, including with AOL and VivaKi’s programmatic solution, Audience on Demand (AOD), as well as other digital focused companies like ZenithOptimedia, Razorfish,DigitasLBi and Adobe’s Digital Marketing Cloud.

Headquartered in New York City, RUN currently operates and reaches 50 countries and has identified over 800MM unique consumer profiles globally. RUN’s mobile-focused data management platform (DMP) collects consumer data sets captured from multiple sources, including cellular carriers and Internet Service Providers (ISPs), compiling information on location, CRM activities, behavior and demographics. In addition, RUN’s platform also provides actionable insights and analytics that enable both precision targeting and more effective ad spend. RUN’s omni-channel demand-side platform (DSP) powers data-driven media buying at scale; while its activation platform executes cross-device marketing campaigns across multiple formats including display and video.

Following this partnership, RUN will be aligned with Starcom MediaVest Group (SMG) and will be available as a resource to all networks of the Groupe  by Publicis’ ad tech solutions unit Vivaki. However, it will retain its name, management team and structure and operate as a standalone unit .As time spent on mobile devices continues to grow, according to eMarketer, mobile ad spend is expected to increase from US$8.5BN in 2013 to US$31BN in 2017.

“This acquisition will accelerate Publicis Groupe’s digital capabilities in the mobile space. The role of the agency has changed. We are no longer negotiating on traditional currencies. We’re negotiating on data and technologies. RUN provides the opportunity to break down walled gardens of data across all screens and devices to become a real, meaningful differentiator in how we service current clients and beyond,”said Laura Desmond, Global CEO of Starcom MediaVest Group.