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The Copa America Centenario will be a huge success, AOL will buy Batanga, major firms will learn from Sprint’s CMO choice, Univision will not IPO…This is how Portada’s Editorial team sees the year unfolding from a marketing and media perspective. We make some predictable bets as well as some more gutsy ones…but only time will tell if we were right!

More Fortune 500 Companies Will Promote their Hispanic Advertising Directors to CMOs

Sprint just promoted its Head of Hispanic Advertising, Roger Solé, to CMO. More CEOs, like Sprint’s Marcelo Claure, will be gutsy and bright enough to name executives who are very experienced in multicultural/Hispanic to their companies’ top marketing roles. It makes all the sense in the world for major corporations whose future largely depends on having a successful Hispanic marketing strategy. This includes the telecommunications, automotive and financial services categories.

The Copa America Centenario Will Become a World Cup-Level Success

SoccerThe 2014 Soccer World Cup in Brazil was yet a new high in the passion U.S. fans have for soccer. This summer’s Copa América Centenario, to be played in the U.S. June 3-26, could bring the passion for soccer to new heights.

The competition is a celebration of the centenary of Conmebol, the South American Football Confederation, and Copa América, and is to be the first Copa América hosted outside of South America. The tournament will feature global soccer heavyweights like Brazil, Argentina, Uruguay and Chile as well as Mexico and host United States. (The only unfortunate thing here is Fifa’s corruption morass).

Univision Will Not Go Public in 2016 Either

The Hispanic media behemoth Univision Communications intends to go public in 2016. In fact, it tried to do so in 2015, but adverse market conditions stopped it from doing so. Will 2016 be the year in which public equity investors will be ready to pay for the US$20 billion valuation sought by Univision backers (led by Thomas H. Lee Partners, Providence Equity Partners, Madison Dearborn Partners, TPG Capital and Saban Capital Group)? We will see. Low valuations of traditional media companies due to cord-cutting, audience fragmentation and low growth in Spanish-language media advertising do not bode well…

Efforts to Target Hispanic Millennials Exclusively in English Will Vanish

Tin Can Phone Spanish and English ConversationDisney’s intention to sell its stake in Fusion highlights how difficult it has been for most media companies to create compelling offerings in English that exclusively target Hispanic Millennials that are compelling to both audiences and advertisers. More examples? NuvoTV all but closed last year, folding into urban TV network Fuse.

English-language digital property Voxxy closed as well, and Viacom’s Mtr3s is out of business. A myriad of web, TV and even print properties have tried to carve a niche by reaching out to Hispanic Millennials in English, yet the results have been mediocre. Is there enough of a differentiation factor between Hispanic Millennials and the general Milennial when the Spanish language is taken out of the picture? Perhaps the Multichannel networks, some of whom are Latino-exclusive (MiTu, 2btube, FAV Networks), will be the exceptions to the rule.

 

AOL Will Buy Batanga Media

handshake behind a corporative building.Great for any design.This is a gutsy one. But why not? It would make sense. Acquisitive AOL/Verizon needs a stronger foothold in the U.S. Hispanic and Latin American digital media markets. Private equity backed Batanga Media, present in both markets with content properties and sales teams, may just fit the bill. Of course, the bill itself (the acquisition price) is one of the big question marks. (Check out Batanga Media’s CEO Rafael Urbina’s answer to this particular prediction and his other thoughts on what will happen in 2016).

 

Platform Marketing Will Become Even Stronger

For Mass Consumer Marketing and Media, a strong presence on social media platforms is paramount (i.e. Facebook, Youtube, Twitter and Instagram, among many others). Check out what Jason Riveiro, Multicultural Marketing Manager at Big Lots, told us about his online video strategy and how it relies on social media platforms: “We have created numerous online videos primarily distributed through programmatic, paid media, YouTube and our Big Lots Latino Facebook page.”

CPGs Will Move Away from Processed Foods and Create New Opps

While the move away from processed foods is a few years old, the pace of current change is unprecedented, says Ken Powell, General Mills’ CEO and a 36-year food industry veteran. “I’ve been doing this a long time, and I’ve never seen it this fast,” Powell said. With consumers souring on certain ingredients, General Mills got rid of the gluten in Cheerios and banished artificial colors and flavors from all of its cereals, which constitute the company’s largest source of revenue in the US.

With organic and natural foods booming, General Mills is on the prowl for more acquisitions like its buyout of Annie’s, the macaronie and cheese producer that is popular with millennial moms. These changes bode well for marketing and advertising as these new products need to be positioned in front of consumers’ changing tastes.

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!)

For prior Changing Places editions, click here.

Delio Photo Studio - Business Head Shot Photography in MiamiJorge Ortega has joined Burson Marsteller as Executive Vice-President/Managing DIrector. For the last 4 years, Ortega had worked as Managing Director, Chief Strategy Executive, Hispanic Market & Communications at Newlink America.

 

 

 

 

Oscar-PadillaPulpo, a Hispanic digital platform, and a business unit of Entravision Communications Corporation,  a diversified media companyserving Latino audiences and communities, announced that it has promoted Oscar Padilla to Senior Vice President of Marketing, Digital Media & Insights. Padilla was previously the Vice President of Strategy for Entravision’s Luminar Insights, a “big data” analytics and modeling provider focused on delivering insights on U.S. Latino consumers. Padilla succeeds María Lopez-Knowles, who was recently promoted to Chief Marketing Officer of Entravision.Read more.

descarga (3)Roger Solé has been appointed to a dual role: senior vice president for the Hispanic market and senior vice president of Innovation of Sprint. He will report to CEO Marcelo Claure. Solé assumes a newly created role to lead all functions in Sprint’s new Hispanic business unit. Sprint sees the Hispanic market as one of the fastest growing segments of the U.S. population and an area where the company can gain leadership. Solé also will assume the role as president of Sprint Puerto Rico. All business functions in Puerto Rico will report to Solé, including general manager Patricia Eaves. Puerto Rico will be the hub for Sprint’s Latin creativity and innovation.His responsibilities include Pinsight Media, a Sprint division that specializes in mobile advertising, and the Sprint Accelerator, a mentorship-driven program for health care startups. Kevin McGinnis, vice president for Pinsight Media and executive sponsor for the Sprint Accelerator, will report directly to Solé.Prior to TIM Brasil, Solé led all innovation for six years at Vivo (Telefonica Brasil), the largest operator in Brazil. He was a key force in the turnaround of Vivo, focusing on building unique value propositions for the high-value customer segments.

AAEAAQAAAAAAAAISAAAAJDYyMTNlYjUwLTFiNDMtNDk1My1iYmIwLThiOGEwZDFjZTkxNACraig Bahner has joined Kellogg Co. as president of its U.S. morning foods division. He was previously chief marketing officer at Wendy’s and prior to that held assorted executive roles at Procter & Gamble.

 

 

NormanPaul Norman was promoted to president of Kellogg North America.  Norman, who was Kellogg’s chief growth officer, had also been serving as interim head of the morning foods division.

 

 

 

 

descarga (4)Mary Beth West has been named executive VP, chief customer and marketing officer at JC Penney, effective June 1. She is also a member of the JC Penney board of directors. West was previously chief marketing officer at Mondelez International before leaving that post last summer. She will replace Debra Berman, who left JC Penney in March.

 

rick-watrall-188Rick Watrall has been appointed to the newly created position of chief analytics officer at Horizon Media. He was previously a senior partner at marketing analytics company the Hudson River Group.

 

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