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Rafael Carranza

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How should major online destinations target the Hispanic population? Is it about just curating or also producing content? How should content be integrated into Social Media Platforms? We talked to Rafael Carranza, Head of U.S. Hispanic and Spanish Markets Programming Hub at Microsoft Information’s and Content Experiences Group.

Microsoft recently struck a deal with AOL through which AOL’s sales team will sell advertising into MSN in the U.S. and many other markets (although not so in Spanish-speaking Latin America). Content related matters continue to be the sole responsibility of MSN. We had a conversation with Rafael Carranza, Head of U.S. Hispanic and Spanish Markets Programming Hub at Microsoft Information’s and Content Experiences Group (photo) on his strategy when it comes to target the Hispanic population.

The jury is still out on the financial viability of English-language media targeting the Hispanic population (see for instance Voxxi’s recent demise as well as MTV3rs, Mun2 and NuvoTV, either folding or substantially changing their strategy – e.g. Mun2 turning into NBC Universo). Is this why MSN continues to bet on the on Spanish-language content to target Hispanics? According to Rafael Carranza, “the model is not about creating an independent media offering for English speaking or bilingual Latinos, but about effectively engaging with this segment within the wide scope of the media they consume. Since 2000 the Hispanic population growth has been driven more by births in America than immigration. Ninety three percent of the Hispanic children in the country are native-born citizens and they tend to be bilingual or English dominant as they grow.”
Carranza adds, that “MSN Latino continues to be the Spanish-language product for our Hispanic users in the U.S. If Latino was not set in your favorites, the systems will serve you the version depending on the language you have configured in your computer.”

It is not about creating an independent media offering for English speaking or bilingual Latinos, but about effectively engaging with this segment within the wide scope of the media they consume.
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Mobile-first, Cloud-first World

MSNIn fact, MSN Latino does not produce original content. Carranza notes that the strategy is to build best-in-class platforms and productivity services for a mobile-first, cloud-first world. “When our group reinvented MSN last year we switched from a traditional media approach to becoming a platform where our users could find the content from the media companies they prefer as well as other services and tools they use. Technology has a big role, but relevance and quality is very important, therefore we have MSN team distributed across the world curating the content that is published in our properties.”
MSN Latino is also integrated with other Microsoft properties such as Skype, Messenger, XBox and Bing. “As part of the platform approach mentioned above, MSN includes a search bar and service stripe that helps users to connect with the Microsoft services they need.”

CHECK OUT:
Frank Holland, Global VP, Advertising & Online at Microsoft on the 2014 MSN redesign (Spanish)
Susan Kuchinskas recent piece “Will Ads follow Social Media?”

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

 ::: Xavier Mantilla – IPG MediaBrands :::  Roberto Lago – Publicitas ::: Gabriel Vázquez – J. Walter Thompson ::: CNN International – Petra Malenicka  ::: Unilever – Jay Altschuler  :::  British Airways (BA) – Sara Dunham ::: Yahoo – Prashant Fuloria ::: Rafael Carranza- MSN Latino at Microsoft :::

327b4afXavier Mantilla has left IPG MediaBrands. Mantilla joined IPG Mediabrands in January 2014 to serve as SVP Multicultural.Prior to this, he was Partner – LATAM Client Manager at UM Latin America for almost two years.

 

 

descargaRoberto Lago has been appointed as Digital Director LatAm and U.S. Hispanic at Publicitas in Miami. He previously worked as Associate Director Digital at StarcomMediaVest in Miami.

 

 

 

gabriel-vázquez-Argentinian Gabriel Vázquez is the J. Walter Thompson creative department new leader in Mexico. Vazquez worked for agencies like Young & Rubicam, DDB, Vegaolmosponce and Ogilvy, where he worked together with Gustavo Taretto. One of his most recognized and an awarded campaign was “Las cosas como son” for Sprite. In 2007, the duo was called by Dario Straschnoy at Y & R, to join as creative directors for Quilmes account. In 2009, they were both part of SCPF launch in Latin America.

B7-jxTtIMAAPuwLCNN International has promoted Petra Malenicka to senior vice president, advertising sales, Europe and the Americas.In her new role, which she assumes immediately, she will expand on her previous responsibility for Western Europe advertising sales.She will be tasked with combining the leadership of CNN’s Western Europe advertising sales operations with additional responsibility for CNN International sales for North America, as well as oversight of global advertising opportunities generated from the LatAm region.

Photo_on_2011-07-18_at_18.24__2_copy_400x400Unilever’s media boss Jay Altschuler joins Samsung to handle its global media planning and buying.Altschuler joined Unilever in 2006 and most recently worked as director of global media innovation.Altschuler started work at Samsung this month and is based in New York.

 

 

ayDTWoOJ_reasonably_smallBritish Airways (BA) has promoted Sara Dunham to the new role of head marketing, retail and direct.Currently BA’s head of retail and direct, Dunham will be responsible for the creation of a global marketing strategy, as well the carrier’s Executive Club loyalty scheme.The restructure follows the departure of BA’s top marketer, managing director for brand and customer experience Frank van der Post, who departed to join Dutch telecommunications firm KPN in November.Earlier this month, BA kicked off a review of its global digital agency arrangements. It comes less than a year after the brand consolidated its advertising and loyalty accounts with long-time ad agency partner BBH.

589a34585aa0b474778ce42646fe8d6b_400x400Yahoo has appointed Prashant Fuloria as its global ad product chief, six months after he joined the company as part of Yahoo’s acquisition of mobile ad analytics start-up Flurry.Fuloria has been made senior vice president, advertising products, with a remit overseeing the development of ad products across display, native, video and mobile, as well as Yahoo Ad Manager Plus, Yahoo Gemini, and BrightRoll.He will report directly to Yahoo chief executive Marissa Mayer, with the firm’s ad tech boss Scott Burke reporting to him.Prior to his role as chief product officer at Flurry, he held product management roles at Google and Facebook.

00-profile Rafael Carranza has been promoted to Executive Producer for MSN Latino at Microsoft. He will report to Javier Viroomal, Regional Director MSN Spain & Latam, and will be based in  Microsoft’s headquarters in Bellevue, WA.In this new position, he will be mostly be in charge of leading the Information and content experiences operation and strategy for the U.S. Hispanic market and supervising the Spanish-language content production hub.Read more.

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 new Career Board!)

Chip WeinsteinChip Weinstein is taking over the helm at Multicultural Agency Prime Access, where he has been appointed CEO. Chip specializes in building and deepening relationships between brands and customers through a meaningful and strategic integration of marcom vehicles–from eCRM loyalty programs to persona-led interactive digital experiences.Formerly, Chip was President of Whittman-Hart (rebranded as Band Digital in 2010), one of the largest digital agencies in the U.S., where he is credited with developing the agency’s social media capability, program analytics, mobile, and transmedia offerings. “I am genuinely excited to add to the agency’s past successes in order to catapult Prime Access to places that may have seemed previously out of reach,” Weinstein tells Portada.  Prime Access also intents to expand into other opportunities outside Health and Pharma: “Our Cultural Catalyst approach is applicable not only in pharma and health care but in broader wellness categories as well, ” says Weinstein. There is a hunger right now among marketers to understand the best ways to deepen relationships between their brands and diverse cultures. We’ll help satisfy the need with proprietary research and content, and through unique strategic partnerships.” Prime Access clients include,Novartis Pharmaceuticals, Merck & Co., Novo Nordisk and Genentech Inc.

SteveMillerman_Prime.AccessWeinstein succeeds Steven Millerman who now leads his own own agency called Emcay. “My focus will continue to be within the multicultural space with primary focus on health,” Millerman tells Portada. “I currently have 5 clients, which is a pretty good start, 3 pharma companies and 2 agencies,” he adds.

 

Roberto Lago has been appointed as Digital Director LatAm and U.S. Hispanic at Publicitas in Miami. He previously worked as Associate Director Digital at StarcomMediaVest in Miami.

seanoneill2015Meruelo Media, a Southern California’s minority-owned media group, has announced that media executive, Sean O’Neill, will lead the company as Senior Vice President, Revenue Integration and New Business. In addition to maximizing sales opportunities, developing current revenue channels and creating new revenue integration for Meruelo-owned KDAY 93.5 radio Los Angeles, MundoFox 22 TV- Los Angeles, MundoFox 34 TV-Houston, and Super 22 TV- Los Angeles, O’Neill will oversee the continued development of digital media strategies and non-traditional event revenue streams across all platforms to address the continued evolution and consistent growth of Meruelo Media.Most recently, O’Neill oversaw sales, programming and all other aspects of operations as Vice President, General Manager of Radio Centro 93.9 in Los Angeles. O’Neill also served as Sales Manager for Estrella TV Channel 62 with LBI Media. He also led as Market Manager for Salem Media of New York. Prior to that, O’Neill was General Sales Manager for CBS Radio’s KFWB and the Dodger’s Radio Network.

images (3)Rachel Glasser, former partner at GroupM agency MEC,has been promoted to director of privacy, a newly created position. Glasser will make, along with GroupM Interaction COO John Montgomery, the “privacy department” at the agency which was founded in 2008. Glasser will focus on what’s going on at the across GroupM agencies (Mindshare, MEC, MediaCom and Maxus) along with clients so they can keep up with the marketplace, focusing on education and communicating with GroupM internal teams so they know what’s happening with legislation, new information coming out of the Digital Advertising Alliance and the Adchoices program. She will be also in charge of reviewing new tech partners to make sure that clients are going to be well protected.

descarga (1)Jay Altschuler has joined Samsung, where he will oversee global media planning and buying. Prior to this, Altschuler was director of global media innovation at Unilever. He has extensive media agency experience; before Unilever he served as VP, group director at PHD, and before that was an associate media director at Starcom.

 

 

327b4afXavier Mantilla has left IPG MediaBrands. Mantilla joined IPG Mediabrands in January 2014 to serve as SVP Multicultural.Prior to this, he was Partner – LATAM Client Manager at UM Latin America for almost two years.

 

 

00-profile Rafael Carranza has been promoted to Executive Producer for MSN Latino at Microsoft. He will report to Javier Viroomal, Regional Director MSN Spain & Latam, and will be based in  Microsoft’s headquarters in Bellevue, WA.In this new position, he will be mostly be in charge of leading the Information and content experiences operation and strategy for the U.S. Hispanic market and supervising the Spanish-language content production hub.Read more.

 

john-patroulis-051811BBH New York has promoted former Chief Creative Officer John Patroulis to the newly created post of creative chairman. In his new role, Mr. Patroulis will oversee all creative output of the agency, internal PR and all future creative capabilities.

 

 

 

32ccbdcExecutive Creative Director Ari Weiss has also been promoted to CCO at BBH New York. At BBH, Mr. Weiss has created award-winning campaigns for PlayStation and AXE as well as work for UNICEF, Sprite and The Weather Channel. In the CCO role, he will be in charge of building out the agency’s creative team among other duties.

 

00-profileRafael Carranza has been promoted to Executive Producer for MSN Latino at Microsoft. He will report to Javier Viroomal, Regional Director MSN Spain & Latam, and will be based in MSN’s headquarters in Bellevue, WA.

Carranza told Portada that in this new position,  he will be mostly be in charge of leading the Information and content experiences operation and strategy for the U.S. Hispanic market and supervising the Spanish-language content production hub.

“Growing the fan base and revenue opportunities for MSN Latino and improving the content production efficiency across the Spanish markets,” are, according to Carranza, the main challenges ahead.

Prior to this position, Rafael served as Executive Producer for Latam at Microsoft Information and Content Experiences Group.

 

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

Edwin Camacho is the new Group Media Director Multicultural Division at J3/Identity. The position was previously occupied by Malena Bustelo who left Identity last fall to join Carat as SVP Group Media Director, Multicultural.

Rafael CarranzaRafael Carranza ist the new Executive Producer Latin America – Microsoft Online Publishing and Media (MSOPM). Carranza joins Microsoft after working at Spanish-language news agency Efe for many years. Most recently with the position of director of North American sales and business development at Efe.

Emmanuel Hogg has been reelected as Agence France Presse Chairman for a second 3-year term.

Neil Vogel, About.comIAC  has made a promotion at the top ranks of About.com, the company tapped Neil Vogel to be CEO of About.com, the curated  information website it bought from The New York Times  Company for $300 million last year.Vogel was the founder and ultimately CEO of Recognition  Media, a marketing company perhaps best known as the entity behind the online  entertainment world’s Webby Awards.

 

Univision Communications Inc., announced the appointment of Ken Wilkey to senior vice president Engineering and Technical Operations, Univision Television Group (UTG). Wilkey will lead operations and engineering for all 62 UTG affiliates including Puerto Rico. He will be based out of Miami and report jointly to David Rabinowitz, senior vice president of Technical Strategy, Univision Communications Inc. and Kevin Cuddihy, president of UTG.

An expanded executive team was announced by AccuWeather, Inc., a leading weather information source, reconfirming the company’s focus on digital media. Jim Candor has been promoted to Chief Strategy Officer, Steven Smith has been promoted to Chief Digital Officer, and John Dokes, formerly of Marvel Entertainment, has been appointed Chief Marketing Officer.

Learn more about the enormous role Online Video can play in the Latin (Latin America and U.S. Hispanic) marketing space. Book now for our Latin Online Video Forum, a required event for any marketing professional.