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We are excited to announce that Jason P. Riveiro, National Director, Multicultural & Growth Markets at Realogy is joining the Portada Brand Star Committee, one of the six units of Portada’s Council System. The Council System next in-person meeting will be at Portada Los Angeles on March 15 in Los Angeles’ Loews Hotel.

Riveiro brings over 20 years experience leading multinational strategic initiatives for some of the most recognized Fortune 500 companies including Toyota, Procter & Gamble and Macy’s on both the agency and client side. Prior to joining Realogy Holdings Corp, Jason served as Chief Marketing Officer for the National Association of Hispanic Real Estate Professionals (NAHREP).

Jason is also responsible for pioneering the launch of multicultural marketing departments at Big Lots, North America’s largest closeout retailer and The Sherwin-Williams Co., the nation’s largest specialty retailer of paint and painting supplies.

He holds a Master of Business Administration from Xavier University, a bachelor’s degree in International Studies and Business Administration from the University of St. Thomas in Houston, TX and has completed graduate courses at the Universidad de San Pablo-CEU in Madrid, Spain.

I am very appreciative of this opportunity to join Portada’s Brand Star Committee. Portada is a leader in multicultural marketing thought leadership and I am thrilled to serve alongside the other committee members.

Portada spoke with Jason P. Riveiro about his role at Realogy and what he plans to bring to the Portada Council System:

What is your main objective at Realogy?

Realogy is committed to be the preferred company for diverse talent, leveraging inclusion and individuality as the foundation for competitive advantage. This foundation will help ensure our affiliates and agents are culturally competent and well positioned to service the Hispanic market, the LGBT market and others.

How do you intend to accomplish it?

We can leverage our strong market position and an already diverse network of brokers and agents. I see us accomplishing this through two main avenues. The first would be through a robust communications strategy that places our brokers & agents as the heroes of our corporate narrative. Secondly, we need to create an environment of masterminding where our already diverse network of brokers and agents can learn and grow from each other. We have so many successful entrepreneurs within our network and they have the insights to share with others starting out in our industry.

In what way is marketing for the world’s largest real estate brokerage conglomerate different from prior positions you have had e.g. at retailer Big Lots?

My prior roles were all new initiatives where multicultural was starting from scratch. Today, I am dealing with an organization [Realogy] that has a long history of investing in diverse segments and brands that independently have been doing the same to attract both diverse consumers, agents and brokers. Realogy understands that the changing demographics are its destiny and sees investments in diverse markets as a source for strategic growth.

Our focus will be to build alignment among our collective investments in the multicultural space and leverage our size to show the power of Realogy while at the same time, highlighting the unique offering each brand provides. I can’t think of another organization that can provide this number of iconic brands under one roof to serve the unique needs any consumer, agent and broker.

We understand Meredith publishes Better Homes and Gardens and Realogy manages the Better Homes and Gardens Real Estate. How does Better Homes and Gardens as a media property fit into Realogy’s overall offering?

Meredith is the largest publishing company in the U.S. with over 36.8 million weekly readers. Our partnership leverages the Better Homes & Gardens brand and is used as a marketing vehicle to drive business to our brokers and agents.

How is the marketing profile of the below brokerages owned by Realogy? (e.g. differences, commonalities)

Realogy is home to some of the most well-known and respected companies in the world, serving consumers across market categories from starter homes to extraordinary estates.

  • Better Homes and Gardens Real Estate: A Next Gen lifestyle brand connecting with 40 million loyal magazine consumers; more than 12,000 agents and 360 offices across the U.S., Canada, Jamaica and The Bahamas, as of Q3 2018
  • CENTURY 21 Real Estate: Defying mediocrity to deliver extraordinary experiences; more than 127,000 real estate agents spanning 80 countries and territories as of Q3 2018
  • The Corcoran Group: Helping its clients find the best way of living; approximately 2,300 independent agents as of Q3 2018 and a significant presence in NYC, the Hamptons and Florida
  • Sotheby’s International Realty: The vanguard prestige property in the global real estate market; more than 22,000 agents in 72 countries and territories worldwide as of Q3 2018
  • Climb Real Estate: Climb was created to capture the attention of the Connected Generation with a mobile-first business model and flexible offering.
  • Coldwell Banker Real Estate: Dedicated to home since 1906; approximately 92,000 real estate agents across 44 countries and territories as of Q3 2018
  • ERA Real Estate: The real estate brand founded on the principle of collaboration; approximately 41,000 real estate agents throughout the U.S. and 34 other countries and territories as of Q3 2018

“I am very appreciative of this opportunity to join Portada’s Brand Star Committee. Portada is a leader in multicultural marketing thought leadership and I am thrilled to serve alongside the other committee members. Over the past ten years, whether as an event attendee or panelist, I have found the highest caliber of marketing professionals in attendance and relevant content for my business. I view my participation in the Brand Star Committee as an opportunity to challenge myself and sharpen my skills.”

Welcome Jason to the Portada Council System!

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!)

 

The Interactive Advertising Bureau (IAB) has named Susan Hogan senior vice president of research and measurement. Prior to this, Hogan was a media consultant in the digital space.

 

 

 

 

Lisa Ruiz-Rogers has been appointed managing director by PR agency ROX United, of UNITED COLLECTIVE. Ruiz-Rogers will be responsible for all public relations and activations for the agency.

 

 

 

 

Marketing professional with nearly 20 years experience, Jason Riveiro, has been appointed National Director, Growth Markets by Realogy Holdings Corp.

 

 

 

 

 

José Antonio Ortega Carrero has been named delegate advisor of Prisa Brand Solutions USA and executive VP of Prisa Noticias Latam.

 

 

 

 

 

CBS has appointed Richard Parsons as its interim chairman. Parsons held the role of chief executive at Time Warner from 2002 to 2007.

 

 

 

 

 

Adam Mosseri has been named the new boss of Instagram by Facebook. Previously, Mosseri was Instagram’s head of product and he also served as design director for Facebook’s mobile apps.

 

 

 

 

Laura Gentile is the new senior vice president of marketing of ESPN. Gentile will be responsible for developing and managing all aspects of the ESPN brand across all media and building upon a catalog of award-winning creative.

 

 

 

 

 

Rob Perillo has joined Klunk & Millan Advertising. Rob will lead the agency’s creative team, integrating digital, social, and web design.

 

 

 

 

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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • Starcom gets Kraft-Heinz and Visa!

The Kraft Heinz Company has consolidated its U.S. media agency assignment with Starcom. UM was Heinz’ incumbent while Starcom held the Kraft account. This caps a great week for Starcom which also gained Visa’s global media buying account (OMD was incumbent).

  • Realogy

dd26f900b5fa73c9e4602bf19fc29ce9_400x400Real estate giant Realogy has selected Omnicom’s OMD as its new media agency after a review that began in February, according to sources. A Realogy report said the company had no comment.The company spends about US$115 million a year on ads according to Kantar. Realogy real estate brands include Century 21, Coldwell Banker, ERA, ZipRealty and Better Homes & Gardens, among others.Incumbent MediaCom, part of WPP, which handled Century 21 and Coldwell Banker, also participated in the pitch. Those two brands accounted for an estimated US$25 million of the client’s annual ad budget, according to sources. Other incumbents and contenders were not immediately identified.

  • Intuit Inc.

eBm_OTaA_400x400Digital shop Essence has been selected by Intuit Inc., the U.S. business software provider, as global digital AOR for their small business group, including the QuickBooks Ecosystem of offerings. Intuit spent US$133 million on ads in the U.S. last year according to Kantar Media. It wasn’t immediately clear what portion of the budget is allocated to the small business group. The assignment tasks Essence with driving the company’s programmatic ad buying, digital strategy, analytics and other biddable channels that aren’t bought through a demand-side platform (DSP).

 

  • Henry’s Hard Ginger Ale /Henry’s Hard Orange

descarga (6)MillerCoors new hard sodas Henry’s Hard Ginger Ale and Henry’s Hard Orange will be launched in 2016.MillerCoors will be supported with national TV, exciting retail tools, digital and social media. “The goal is to establish Henry’s as a hard soda platform to continue growing this exciting category and innovate with new flavors in the future,” says David Kroll, CMO of Miller Coors. (Read our interview with Gustavo Aguirre, Associate Brand Manager at Coors Light).

 

  • LatinSphere

descarga (2)Boutique agency, LatinSphere, headquartered in Long Beach, CA, will officially close at the end of August 2015 after 14 years of providing advertising and experiential marketing services, focused on, but not limited to, the Hispanic market, for an extensive list of clients such as: The Walt Disney Company, Disney Parks & Resorts, Disney Vacation Club, ESPN Deportes, U.S. Cellular, Verizon, Sears, Roebuck & Company, Orchard Supply Hardware, Care 1st Health Plan, XM Satellite Radio, Crayola, and Macerich Malls, as well as some regional clients, i.e. Long Beach Transit and The Irvine Company.The founders, Karla Lucia and Cristi Quesada-Costa, have decided to pursue other opportunities after the very demanding and equally rewarding task of running their company, while managing the Agency’s accounts hands-on throughout the years. Read more.

  • Xerox Lobs

descarga (7)Xerox Corp. is releasing a new brand campaign during the U.S. Open tennis tournament.The campaign, which has the new tagline “Work Can Work Better,” was created by Xerox lead agency partner Y&R New York and Y&R’s digital agency VML. It launches with a 30-second TV spot, which will air Sunday during the broadcast of the U.S. Open on ESPN and ESPN2, as well as on business networks such as MSNBC, CNBC, CNN and Fox Business. The campaign also includes print, online and outdoor ads, as well as a redesigned website. The budget was undisclosed.The campaign is a departure for Xerox, which has been transforming from a hardware-centric company — mainly printers and copiers — to a provider of business .

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