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

For prior Sales Leads LatAm editions, click here. 

  • Coca-Cola

Following a pan-regional pitch, Coca-Cola has selected Starcom, a Publicis Media agency, to continue to  manage their business in Colombia, Ecuador and Venezuela while expanding  the relationship in nine additional markets including Costa Rica, Panama,  Guatemala and Dominican Republic. As part of this new partnership, Starcom will continue to ensure excellence in media planning and buying  while transforming and accelerating Coca-Cola’s business growth  regionally.  Starcom will service the business through a data-driven model as well as  other customized tools for the brand and market. There will be a regional  hub in Colombia dedicated to centralizing all planning, integration and  digital transformation. In addition, each local market will have a team that  specializes in data, analytics and digital transformation. This expansion will continue to strengthen a global relationship that has existed for almost 25 years.

 

  • Wyndham

The Wyndham hotel chain is planning to open eight new properties in Mexico next year including one under its most luxurious brand. Alejandro Moreno, the company’s general manager for Latin America and the Caribbean, said Wyndham is expanding in Mexico because the country is a rising power in tourism and the sector is expected to continue to grow in the coming years.With the eight new properties, the number of Wyndham hotels in Mexico will increase from 52 to 60.The most-hyped upcoming opening is that of a Wyndham Grand Hotel in Mexico City.The Mexico City Wyndham Grand will become the company’s 11th brand with a presence in the country.

 

 

  • PepsiCo Latin America

As consumers in Latin America increasingly demand more nutritious food options, PepsiCo has continued to expand its portfolio to meet the evolving preferences of consumers towards more nutritious options.To satisfy these changing consumer preferences, PepsiCo has embarked on an ambitious expansion of its Latin American portfolio of more nutritious foods and beverages through brands like Tropicana, Naked, Kero Coco and Quaker, with the aim of reducing the amount of artificial ingredients and other additives, such as sugars, saturated fats, sodium and calories, in its products.To help meet these goals, PepsiCo has invested in research and development (R&D) centers in key countries in the region.These hubs are responsible not only for driving innovation for the company in Latin America, but also contributing to research and development projects that accelerate innovation for PepsiCo in other parts of the world.PepsiCo Latin America has also invested in its “Nutrition for the Future” platform, a hub of programs focused on increasing access to nutritious food and beverages, education for healthy lifestyles and balanced nutrition, and support for agro-economic self-sufficiency.PepsiCo has already reached 20,000 people in Argentina, Colombia, Chile, the Dominican Republic, Guatemala, Mexico, Uruguay, and Venezuela, with these programs, and expects to reach another 10,000 by 2020.

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

  • Azul/ Copa Airlines

Azul Brazilian Airlines and Copa Airlines have announced a broad cooperation agreement that will connect the two largest route networks in Latin and South America. As part of this agreement, customers can conveniently connect to Azul’s unrivaled domestic network when flying Copa into and out of Brazil. This agreement means that Copa customers can now potentially access all of Azul’s 101 domestic destinations in Brazil, including 52 destinations not served by any other airline. In the near future, Azul will also place its code on Copa flights into and out of its Panama city hub, allowing Azul’s domestic customers to take advantage of the broadest network in Latin America.

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

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

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

For prior Sales Leads editions, click here.

  • Lowe’s

descarga (1)Home improvement retailer Lowe’s has appointed Publicis Groupe’s Starcom to handle its’ U.S. media account. Lowe’s spends  US$300 million on media advertising annually. Incumbent OMD, which handled the account since 2005, did not participate in the review. BBDO continues as the Lowe’s creative agency. Jocelyn Wong, who was promoted to chief marketing officer at Lowe’s in January, handled the later part of the review and decision-making process.

 

 

  • Office Depot

descargaOffice Depot OfficeMax has moved its entire account to Zimmerman Advertising without a review.Incumbent was Interpublic Group for almost two and a half years.McCann New York and UM had been handling creative and media duties, respectively, since 2014. Moving forward, it will all be with the Omnicom shop.Office Depot OfficeMax is headquartered in Boca Raton.According to Kantar Media, Office Depot spent approximately US$54.3 million on measured media in 2015 and US$60 million from January to November of 2016.Zimmerman also took on a more prominent role servicing the Nissan business when the auto brand consolidated its accounts on the East Coast, moving away from TBWA\Chiat\Day L.A. after more than three decades.

 

 

  • Aqua Pharmaceuticals

descargaAlmirall company Aqua Pharmaceuticals has picked The Marketing Arm as agency of record, following a review. Incumbent GCG Marketing defend the account. The agency will handle strategy, creative, media services, and public relations, including both B2B and B2C outreach efforts.The account will be led out of the agency’s NY office.Almirall acquired Aqua Pharmaceuticals for US$327.6 million in December 2013.

 

 

 

  • Home Franchise Concepts (HFC)

ana-portada-bienHome Franchise Concepts (HFC), a family of direct-to-consumer brands in the home-related goods and services space, has appointed Milner Butcher Media Group (MBMG) as its media agency of record (AOR), and tasked it with providing national communications planning, analytics and activation for its Budget Blinds®Tailored Living® and Concrete Craft® brands.Los Angeles-based MBMG will develop and execute consumer-based lead- generation plans and national franchise-development campaigns for all three brands during HFC’s 25th anniversary year of 2017 and beyond.

 

  • Restaurant Brands

descargaRestaurant Brands, the parent of Burger King and the Tim Hortons doughnut and coffee chain, announced it will purchase Popeyes Louisiana Kitchen, the company famous for its Cajun cuisine, for US$1.8 billion.The deal values Popeyes at US$79 a share.There was also speculation that Restaurant Brands was considering buying another fast food chicken chain, El Pollo Loco .Popeyes has more than 2,600 restaurants around the globe. The company was founded in New Orleans in 1972, but its corporate headquarters is now in Atlanta.If that trend continues, Popeyes could help make Restaurant Brands become a top rivals to McDonald’s, Wendy’s  and KFC owner Yum! Brands.

 

  • American Apparel

descarga-1U.S. fashion brand American Apparel announced its’ products will continue to be manufactured in the United States and sell at “price points relative to the competitive landscape.” The move is aimed at supporting made-in-USA product. However, the brand will continue producing some on cheaper international markets where it’s also planning to expand. It will be a combination of both but supporting mainly the core made-in-USA business. American Apparel was bought by canadian manufacturer Gildan Activewear Inc. for US$88 million in a bankruptcy auction this month.

 

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • Unilever

descarga-3US food giant Kraft Heinz Co dropped a US$143 billion offer for Unilever in what would be one of the biggest deals ever, but the consumer goods company has declined it. Unilever has a market value of US$125 billion. The combination would add Hellmann’s mayonnaise, Ben & Jerry’s ice cream and Knorr soups to a portfolio that includes Heinz ketchup and Kraft Macaroni and Cheese. Unilever rejected the proposal as it sees no merit, either financial or strategic, for Unilever’s shareholders. However, Kraft Heinz is expected to continue its pursuit, funded with fresh capital from Mr Buffett and Brazil’s 3G. If the deal were to go ahead it would make it the second largest in history.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

Carlos Espíndola (3M), Denisse Guerra (Estée Lauder), Martín Jones (L’Oréal) and Borja Beneyto (Starcom MediaVest) give Portada an exclusive look at their Latin American marketing and media 2016 forecasts.

Carlos Espíndola, 3M: Efficiency and Effectiveness

“My expectations for 2016 are efficiency and effectiveness. The situation in Latin America in terms of politics and economics is very complicated, and companies need to make efficient

Carlos Espíndolainvestments in advertising to have a greater and better impact. Media outlets and agencies must develop greater empathy for advertisers and their realities, and advertisers must develop the ability to be more effective, productive and relevant. It’s no longer necessary to invest millions in different media outlets: the most important thing is to develop automated marketing plans that guarantee a return on investment for consumer outreach programs.”

 

Denisse Guerra, Estée Lauder Companies: Full-Fledged Development of E-Commerce

“Our expectations as a company and as specific brands will be the exhaustive development of our e-commerce business for our retailers (especially the fragrance brands that we license). For our prestigious brands, which Denisse Guerrahave traditionally done business in physical stores, it is a great opportunity to recruit new clients through online media and reward our loyal consumers. Of course, we will continue to develop strategies to keep providing a “high-touch” service to all of our clients in physical stores, but we must work on strategies so that this “high touch” can be transmitted through our e-commerce and social media as well. In the fragrance area, it will be very important to develop creative communication strategies for digital media that can substitute the consumer experience of going into the store to smell aromas, creating a digital environment that makes the consumer want to find out more and then receive samples or decide to make a trip to a physical location.”

We must work on strategies so that this “high touch” service can be transmitted through our e-commerce and social media as well.

Martin Jones, L’Oreal: Marketing Automation, Content Marketing and Mobile Marketing

“The majority of expectations for 2016 were trends in 2015; what we hope is that these trends consolidate this year. Expectations for 2016 are very clear for the digital world: automated marketing,  microtargeting and personalization are at the Martin Jonescenter of digital strategies. It is increasingly necessary to direct personalized communication and content to consumers; impacting audiences precisely according to their behaviors is the key to media ROI (here there are two key factors: email marketing and predictive analysis), and on the other hand, programmatic buying will become significant in 2016. Content marketing: the video ad forms part of any advertiser’s agenda as an extension of his or her TV, but more than anything through productions designed for the digital world (at a lower cost to generate a larger volume of content). Another important point on the agenda is data-driven marketing: finding important insight from all information obtained from audiences and programs is vital to decision-making. We must know our consumers. Mobile marketing: today, everything has to start on mobile. Geolocalization and transactional experiences are the motor for deepening the mobile experience. Electronic PR will form part of the content agenda of every brand, and the curation and distribution of content is increasingly relevant to win the battle of earned media. The wearables market and its outlook for the future will see growth into 2020. Inbound marketing or “attraction marketing” will be articulated through different resources: blogs, podcasts, vídeos, ebooks, boletines, whitepapers, optimization techniques for search engines (SEO) and social media.”

Borja Beneyto,Starcom MediaVest Group: Data Management

Borja Beneyto“I believe that 2016 will be the year in which the industry will become more sophisticated in its data processes, tools and products. This is something that will turn data management into not only a commodity in terms of services, but also in an audited base for businesses to generate sequential communications, total investment efficiency in multi-disciplinary media and above all, precision marketing. On the other hand, we will see more advanced search models appear through the results of e-commerce on demand, the evolution of content aggregators, the unstoppable advance of mobile thanks to messenging, the added value of social media to maximize the sales funnel and intelligence applied to photography archives.”

Data processes will not only turn into a commodity in terms of service, but also in an audited base for businesses to generate sequential communications.

So there you have it: the opinions of important brands and agencies in the region. Shortly, we’ll be releasing the 2016 marketing and advertising forecast from the Latin American media owners perspective.

 

CHECK OUT: 2015 LatAm Marketing Highlights According to Estée Lauder, Viacom, Starcom, L’Oreal, Zoomin.TV, 3M….

Content marketing, mobile marketing, multi-screen and programmatic buying were the biggest highlights of 2015. Here, we share the reflections of Denisse Guerra, Diego Reck, Martín Frontini, Eugenia Denari, Jeremy Piotraut, John Mafoutsis, Martin Jones, Carlos Espindola and Borja Beneyto.

Content Marketing: Integration with Social

According to Denisse Guerra, Regional Marketing Director for Latin America at The Estée Lauder Companies Inc., “banners are a thing of the past, and now brands are looking for ways to engage, which makes much more sense in today’s consumer environment. For that reason, it has been very imDenisse Guerraportant for brands to develop native ads, editorial integration and that kind of communication since ad blocking is more and more of a danger to them. It’s also an opportunity to be much more creative with our content.”
Diego Reck
Diego Reck, SVP and Chief Marketing Officer at FOX International Channels Latin America, has a similar opinion, indicating that “one of the most noticeable trends in the marketing and advertising industry in 2015 was a more organic integration of  brands into agnostic content for each platform.”

The same trend was observed with respect to audiovisual content. Martin FrontinniAccording to Martín Frontini, Managing Director Latam & US Hispanics at MCN Zoomin.TV, “native advertising like ad-hoc web series for advertisers, product placement and branded content are formats that have begun to win a significant share of any advertising budget.”

Finally, as much as social networks are an entity in themselves, what is true is that they tend to be included in content marketing strategies. As Denisse Guerra indicated, “there is no doubt that companies’ social network and CRM campaigns have been the most relevant in 2015. The development of advertising campaigns that are 100% focused on social networks and brands’ e-commerce traffic are what have grown the most in the advertising industry this year.”

Native advertising like ad-hoc web series for advertisers, product placement and branded content are formats that have begun to win a significant share of any advertising budget.

Mobile Marketing: Geolocation and Transactional Advantages

Eugenia Denari, Director of Marketing at Google in Argentina, Chile and Perú, stated that “without a doubt, mobile was a huge protagonist this year.”

Jeremy PiotroutAnd  Jeremy Piotraut, Managing Director at Teads.tv Cono Sur, expressed that “today, users spend more and more time on mobile than in front of the television or other devices.”

Everything indicates that mobile marketing, as much as it was one of 2015’s trends, is here to stay.

In the words of Martín Jones, Multibrand Digital Manager at L’Oréal: “Today, everything is about staMartin Jonesrting with mobile: geolocalization and transactional experiences are the motor for a deepening presence in the mobile world.”

Multi-Screen: PC and Smartphones Media Consumption Jump

As Jeremy Piotraut reminded us, “while television is still an important media outlet, laptops and smartphones now surpass them in consumption time.”

John MafoutsisJohn Mafoutsis, SVP for Advertising Sales and Brand Solutions at Viacom International Media Networks Américas noticed a similar trend, stating: “In 2015 we saw the way that the consumer finds his or her favorite content  not just on linear television, but on multiple platforms. thanks to this evolution, advertisers have seen the benefit of offering a combination of paid TV with digital, mobile and live media as a part of a media ‘mix’.”

Martín Jones also sustains that “the video ad forms part of the agenda of any advertiser as an extension of his or her TV campaign, but more than anything for productions that are designed for the digital world (at a lower cost than that of generating a larger volume of content).”

According to Martín Frontini, “without a doubt, there has been an explosion of new formats and advertising channels with the rise of Youtubers, influencers and talents that reach the millennial cluster that is so coveted by brands. In this sense, there is an infinite amount of companies trying to group personalities and channels together with a captive audience that permits the brand to complement its traditional presence in the media, offline as much as online.”

Finally, Eugenia Denari commented, “In 2015, our most important project was to work on speaking to the multi-screen consumer that is constantly interacting with different devices. Our focus was on helping to generate even more integral and effective marketing strategies for new forms of consumption.”

According to Carlos Espíndola, Head of Latin America Digital Center  at 3M, “the most noteworthy aspect of 2015 was espindolathe adoption of programmatic buying for many advertisers, which continues to be an under-used practice, but which still helped to impact the right audiences and also prioritize the issue of where advertising money is invested. There is still much work to be done, but it is important for us to continue to communicate, evangelize and train technical market teams to understand the impact that this can have on not only audiences but also the efficiency of investments, not only digitally, but also on TV.”

Borja BeneytoSimilarly, Borja Beneyto, VP & Digital Regional Director in Latin America for Starcom MediaVest Group, commented that 2015 “was the year in which disciplines like programmatic buying were implemented, and in which we saw the appearance of new commercial data models oriented towards performance marketing.”

These were the most important trends of 2015 according to those we interviewed. Soon, we will be previewing 2016 with a look at everything those in the advertising industry should keep in mind in the new year.

 

Hello Friends in Hollywood and California! We are looking forward to see you for Portada’s Multicultural Influencer Forum at Digital Hollywood in the Ritz Carlton, Marina del Rey,CA on October 21. We are excited about the fact that key executives from Sony Music, Wells Fargo, Taco Bell, Sprint, StarcomMediaVest, Horizon Media and Acento Advertising will be part of the speaker roster.

We have a top-notch agenda that touches key issues in Entertainment, Online Video, as well Brand and Influencer Marketing targeting multicultural audiences.
The Forum is produced in association with Digital Hollywood  and Portada at Digital Hollywoodcan be attended independently on October 21 (US$ 269 for a full day!) or as part of the overall Digital Hollywood (Oct. 19-22) experienceDigital Hollywood is a marquee conference covering the fields of film, television, music home video, cable and telecommunications.

Major Players who are speaking at Portada’s Multicultural Influencer Forum at Digital Hollywood:

  • Paul Mendoza, Brand Manager, Taco Bell
  • Eduardo Ibarra, Multicultural Brand & Advertising Manager, Sprint
  • Herb Payan, SVP Digital, Sony Music
  • Christina Igaraividez , Digital Associate Director, Starcom MediaVest
  • Jessenia Enriquez Garcia, Digital Director, Maxus
  • Zach Rosenberg, EVP Chief Growth Officer,Horizon Media
  • Sarah Robertson, SVP, Managing Director,Horizon Media
  • Roberto Orci, President, Acento
  • Rochelle Newman Carrasco, Chief Hispanic Marketing Strategist, Walton| Isaacson
  • Xochitl Leon, Hispanic Marketing Manager, Wells Fargo
  • Luiza Ricupero, VP StyleHaul Mundo, Style Haul
  • Emilio Saccone, COO, FAV Networks
  • Andre Swanston, CEO, Tru Optik,
  • Herb Payan, SVP Digital, Sony Music
  • JR de Souza, Head of Licensing – Americas, DreamWorks
  • Lala Castro, Social MediaDirector, GigaSavvy
  • Natalie Rubalcava, General manager Spanish-language media (Excelsior/La Prensa) and Director of Sales Strategy/Development, Freedom Communications
  • Andres Polo, Strategic Communication Director, Mediaedge Mexico

Key Topics they will explore:

    • Find out why Multicultural Audiences and Influencers are crucial to Corporate America’s success.
    • Half a billion people! How Online Video content providers are reaching out to U.S. Hispanic and Latin American audiences
    • Using OTT Media Consumption Data to target Hispanics
    • Movie Marketing: New Insights and Strategies on how the Studios market to the Multicultural Millennial
    • The name of the Game: Product Integration and Branded-Entertainment in Multicultural Markets
    • The Decision Makers: Multicultural Brand Marketers and their goals for 2016

To inquire how to align your brand with Portada’s Multicultural Influencer Forum at Digital Hollywood, please email Kelley Eberhardt, Sales & Marketing Director at kelley@portada-online.com or call her at (212) 685-4441.

We are introducing our new monthly column written by Lorena Hure, who provides “tidbits” or “digital nibbles” of the latest in the Latin American Digital Media market. That is, those news which only the industry insiders are aware of and do not come from any press release. Thus, all updates that Portada’s audience clearly deserves to know.

I have been part of the digital industry for more than 10 years. During this time, I have had the opportunity to serve key companies in the region and to visit different countries participating in various projects.
I have firsthand witnessed the evolution (and revolution) of advertising and digital marketing, and met professionals with whom I have, for many years, kept in touch in meetings, events and even through social networks.

Many of my former co-workers today conduct their own businesses. Many others, have chosen to continue their careers in large companies.

These years of travels and friends in key positions have all shed some light on my own vision of the industry. I’m part of this. I have learned so many things that I would like to share some with Portada’s audience through this monthly column.

Here are some of the latest news of the digital world in Argentina and Chile.

Chile: agency moves

valenciaI visited Santiago de Chile last month and learned that Cristián Valencia left his position at Initiative, to take up a similar role at Starcom MediaVest, where from now on he will be in charge of coordinating the digital team.

At Initiative, he will be replaced by Pato Ugarte, who will lead Initiative’s digital media team.

Wishing both og you the best!

IPG Chile wins CCU

At IPG Chile, I was told that CCU has been recently added to IPG’s client roster. CCU is a major beverage company, with a substantial participation in the beer, pisco, rum, wine, cider, soft drinks, juices, bottled water, functional beverages and candies business. CCU diverse product portfolio includes owned, licensed and imported brands, including Heineken, PepsiCo, Schweppes, Pernod Ricard (to name a few.)

Cheers!

From Argentina to Mexico

Juancito-AlmironFriends and family where happy to see photos of Juancito Almirón (former Punto Fox and DataXpand) farewell party in many social networks. Apparently, he is moving to Mexico to take up as Head of DMP at Affiperf, Havas’ trading desk.

Good luck Juancito!

 

Kickads is kicking …. and Getting Bigger

Pablo-gomezA few weeks ago, I run into part of Kickads Argentina’s team at the IAB Now event in Buenos Aires. It seems the team has got bigger: in less than two years, they went from being just 5 folks, to 25. Not bad. In addition, they have recently appointed Pablo Gomez (former US Media Consulting) as Head of Ad Operations. These guys promise.

Headway is Celebrating 5 Years in the Industry

Some days ago, Maggie Solé, marketing manager at Headway Digital, told me over a coffee chat that in October, Headway is celebrating 5 years since its launch (yes… five years!). You have come a long way, boys. This means upcoming celebrations in Buenos Aires (lookforward to your party invite :-))

Appointments and Promotions at Rekket

Leandro-SantoroLast week, I had lunch with Marcelo Garcia Cisneros (founder and CEO of Rekket.com). Marcelo told me that Leandro Santoro has been promoted: from now on, he will be the Chief Revenue Officer at Rekket, after having served as sales manager.

In addition, Florencia Schenone (who had left to join another company) is back as VP of Sales Performance. It seems that where there was fire, ashes remain…
That’s all for now, folks.

See you next month, with all the latest news and tidbits of what is going on in the Latam digital ecosystem.

What: The Kraft Heinz Company has consolidated its U.S. media agency assignment with Starcom.
Why it matters: UM was Heinz’ incumbent while Starcom held the Kraft account.  Kraft and Heinz announced their merger earlier this year. This caps a great week for Starcom which also gained Visa’s global media buying account.

The newly merged Kraft Heinz Company has consolidated its media agency assignment with Publicis Groupe’s Starcom without a review, the company confirmed Friday. Starcom had handled Kraft, while UM was the Heinz incumbent. Combined, the companies spent over $600 million on ads in 2014, according to Kantar — with most of that spending placed by Kraft.  The newly combined company will have eight brands each worth more than $1 billion, as well as five brands worth between $500 million and $1 billion. The company’s products include Kraft Macaroni & Cheese and Heinz Ketchup among many other brands.

(When Berkshire Hathaway and 3G Capital acquired Heinz in 2014, it shifted its global media account, worth $250 million, to OMG, and gave U.S. media to IPG’s Universal McCann)

Data, and the company’s and agency’s ability to analyze it, is critical to optimizing future media planning and buying.

The win caps a huge week for Starcom, which earlier won the $200 million global Visa media AOR assignment after a review. Michael Mullen, SVP corporate and government affairs at The Kraft Heinz Company, issued a statement about the move: “As we work to build something truly special at The Kraft Heinz Company, we are examining every aspect of our business to ensure we are operating efficiently and effectively, and best positioning the Company to deliver on the needs of our consumers. In this spirit, we have decided to consolidate all media planning and buying for Kraft Heinz with Starcom, effective immediately.”

Mullen added that the company believes data, and the company’s and agency’s ability to analyze it, is critical to optimizing future media planning and buying.

“Kraft Heinz has partnered with Starcom to make unprecedented strides in unlocking the value of data in the industry, and we will continue to leverage groundbreaking data innovation to enable our brands to achieve more effective consumer connections at the most effective cost. “By working with Starcom and harnessing the power of the newly merged Kraft Heinz, we believe data will help us improve targeting, gain insights and refine our exposure and engagement with consumers, ultimately improving the overall quality of media. We fundamentally believe in investing in marketing to drive our business, and we look forward to partnering with Starcom to grow our unrivaled portfolio of iconic brands.”
Mullen added that the decision to consolidate “was not made lightly. We have enjoyed a great relationship with Universal McCann and we thank them for their partnership and dedication to our business over the years.”

Join us at PORTADA Mexico!

What: After losing Telefonica and P&G Digital, Starcom now lost the Coca Cola Mexico business.
Why it matters: Losing Coca Cola Mexico, with an estimated annual media spend of US$ 100 million, adds to Starcom’s rough patch. The fact that Coca Cola Mexico was won by Mediacom who is now led by Fernando Silva, former CEO of Starcom in Mexico shows how personnel changes can impact agency assignments by major brands.

 Mediacom has continued its new business streak by adding Coca-Cola’s media business in Mexico. Annual media spending is estimated at U.S.  $100 million. The shop, a unit of WPP Group’s GroupM, succeeds Publicis Groupe’s Starcom on the business. Starcom had handled the account for more than a decade. Starcom has been going trough a rough patch as it recently lost the Telefonica and the P&G Digital accounts.

Fernando Silva former CEO of Starcom in Mexico and now regional leader of MediaCom based in Argentina, played an important role in the Coke Mexico pitch, insiders tell Portada.

Mexico remains Coca-Cola’s top consumer market based on per capita consumption

Despite a new tax on beverages with a high-sugar content, Mexico remains Coca-Cola’s top consumer market based on per capita consumption and is the company’s second largest operating region in terms of sales volume. The latest assignment comes a year after MediaCom landed Coke’s media planning and buying account in the U.K., taking over from Dentsu Aegis’ Vizeum.

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

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

Interpublic Group – Millennial Media ::: Epura – BBDO México ::: ICBC Argentina – Starcom ::: Oddka – Room23 :::

Interpublic Group – Global 

ipg-Interpublic Group and Millennial Media, an independent company that operates a mobile advertising platform, have announced a 1-year worldwide strategic alliance, which includes all digital, marketing, creative services and media agencies .

Cadreon, the automated buying central platform of IPG Mediabrands, will be integrated into Millennial Media’s programmatic offering.

Epura – México

BBDO-BBDO has won Epura account, following a competitive pitch. From now on, the company will be responsible for the communication strategy of the brand that is part of GEPP Group, which also owns Pepsi.

To handle the account the agency has grouped a team led by Leticia Garcia in the customer service group; Ricardo Lopez, account supervisor and Marco Davila, in strategic planning. Creativity will be led by Luis Ribó, Creative VP, Ariel Soto, group Creative Director.

ICBC – Argentina

icbc-Following an agency pitch, ICBC bank in Argentina has chosen Starcom to handle media. ICBC Argentina was born in 2012, after from the merger of Standard Bank Group with ICBC.

The pitch, which lasted several months, brought together leading media agencies.

 

Oddka– Argentina

vodka-Pernod Ricard has released Oddka, the new line of Polish vodka brand Wyborowa, including a classic vodka and three varieties: Electricity, Apple Pie and Twisted Melon.

Agency Room23 was chosen for the strategic management of social networks of this new brand, which seeks to convey its essence on Facebook, Twitter and Instagram.

Mediacom has won  the P&G digital business for  Latin America and the Caribbean, sources confirmed to Portada. The business used to be done by Starcom MediaVest Group.

bdy2jN5__400x400After a tight tender in which various media agency networks participated and which lasted almost six months , Mediacom has been awarded Proctor and Gamble digital business in Latin America and the Caribbean – with the exception of Brazil. P&G Latin Americas Digital expenditure is close to US$ 50 million annually. Mediacom is part of the WPP Group.

Mediacom will replace Starcom MediaVest Group in the role, handling all P&G’s digital communications including social media, mobile, Facebook and others.

While neither Mediacom nor P&G has confirmed anything, sources told Portada that the appointment is real, although it has not been formally announced. To Starcom the loss of the P&G digital account comes at a challenging time, as earlier this week Starcom Media Vest lost Telefonica’s Latin America media buying and planning business to Havas.

The appointment comes during a period of change for P&G, which last week announced it will be splitting Duracell into a separate company.

In the first panel of the LatAm Summit on programmatic buying, Diego Fernandez Martin, SVP/Managing Director of Starcom, moderated the conversation between Clara Alvarado, Senior Marketing Manager of Cisco; Marlene Moronta, Marketing Director of Estee Lauder; and Alejandro Campos Carles, Co-Managing Director & Founder of StartMeApp.

So is Latin America ready for Real-Time Bidding (RTB) and programmatic buying?

Clara Alvarado of Cisco said that on the one hand “there are some big infrastructure problems,” but on the other “major companies are also making big investments in order to work with RTB in Latin America.” She added that “today there are some media agencies which are really prepared for programmatic buying, and others that aren’t.”

Today the challenge is to create content in real time

According to Alejandro Campos Carles of StartMeApp, “Latin America still faces many challenges, but it is experiencing great growth and there are many advertisers these days who need to reach audiences and not media.”

Two years ago, nobody in Latin America was thinking about advertising on mobiles; now everyone wants to have a mobile presence

Diego Fernandez of Startcom asked: Is RTB a trend, or is it the future?

“Data is everything, and will still be everything 20 years from now,” answered Campos Carles. For her part, Clara Alvarado said: “I don’t think it’s a trend, I think programmatic buying will make life easier for people, who will no longer be getting ads which are irrelevant for them.” Marlene Moronta of Estee Lauder answered: “I think that some aspects of RTB won’t stay the same as they have been up until now, but I definitely believe we are moving towards programmatic buying.”

Moronta emphasized the importance of producing content in real time, and the importance of placing it correctly, in an organic way. “It doesn’t just have to be good content: it has to be in a relevant context.” Moronta also said that it is “necessary to interact with consumers and that they join in telling your story.”

In the first panel of the LatAm Summit on programmatic buying, Diego Fernandez Martin, SVP/Managing Director of Starcom, moderated the conversation between Clara Alvarado, Senior Marketing Manager of Cisco; Marlene Moronta, Marketing Director of Estee Lauder; and Alejandro Campos Carles, Co-Managing Director & Founder of StartMeApp.

So is Latin America ready for Real-Time Bidding (RTB) and programmatic buying?

Clara Alvarado of Cisco said that on the one hand “there are some big infrastructure problems,” but on the other “major companies are also making big investments in order to work with RTB in Latin America.” She added that “today there are some media agencies which are really prepared for programmatic buying, and others that aren’t.”

Today the challenge is to create content in real time

According to Alejandro Campos Carles of StartMeApp, “Latin America still faces many challenges, but it is experiencing great growth and there are many advertisers these days who need to reach audiences and not media.”

Two years ago, nobody in Latin America was thinking about advertising on mobiles; now everyone wants to have a mobile presence

Diego Fernandez of Startcom asked: Is RTB a trend, or is it the future?

“Data is everything, and will still be everything 20 years from now,” answered Campos Carles. For her part, Clara Alvarado said: “I don’t think it’s a trend, I think programmatic buying will make life easier for people, who will no longer be getting ads which are irrelevant for them.” Marlene Moronta of Estee Lauder answered: “I think that some aspects of RTB won’t stay the same as they have been up until now, but I definitely believe we are moving towards programmatic buying.”

Moronta emphasized the importance of producing content in real time, and the importance of placing it correctly, in an organic way. “It doesn’t just have to be good content: it has to be in a relevant context.” Moronta also said that it is “necessary to interact with consumers and that they join in telling your story.”

The 7th Annual Portada Latam Advertising and Media Summit will take place on June 4 and 5 2015 in Miami

More major additions to the already impressive speaker roster at our Latin Online Video Forum and Portada Latam Summit in Miami on June 3 and 4 (#Portadalat)!

summit

Starcom’s new SVP/Managing Director for Latin America Diego Fernandez-Martin will be participating at the Latam Summit and provide his views on whether Latin markets are really ready to embrace Real-time Marketing and Advertising.

In addition, Discovery’s   Maximiliano Vaccaro, Director – Digital Media Latin America  Brazil and US Hispanic,  as well as Viacom’s VP Research and Consumer Insights Noel Gladstone will be participating in a panel called” Multiscreen Video; Millennials and younger” at the Latin Online Video Forum. They will explain how the multiscreen Latin future looks like and what marketers and media need to do to profit from it. Topics they will address include:

-What are the media consumption habits of today’s kids and teenagers?
– How can media properties thrive by monetizing their content and not relying only on ad sales?
– Beyond Theory. Find proven roots to success.

The super #PortadaLat Hotel deal is expiring this Friday May 2!

Attend the Latin Online Video Forum and  the Latam Summit for only US $699 and get 2 free hotel nights at the amazing InterContinental Hotel Miami!  

Learn more about crucial strategies from advertising and media luminaries targeting Latin American and Hispanic audiences. Book now for our Latam Advertising and Media Summit, a required event for any marketing professional.

More major additions to the already impressive speaker roster at our Latin Online Video Forum and Portada Latam Summit in Miami on June 3 and 4 (#Portadalat)!

 

Starcom’s new SVP/Managing Director for Latin America Diego Fernandez-Martin will be participating at the Latam Summit and provide his views on whether Latin markets are really ready to embrace Real-time Marketing and Advertising.

In addition, Discovery’s   Maximiliano Vaccaro, Director – Digital Media Latin America  Brazil and US Hispanic,  as well as Viacom’s VP Research and Consumer Insights Noel Gladstone will be participating in a panel called” Multiscreen Video; Millennials and younger” at the Latin Online Video Forum. They will explain how the multiscreen Latin future looks like and what marketers and media need to do to profit from it. Topics they will address include:

-What are the media consumption habits of today’s kids and teenagers?
– How can media properties thrive by monetizing their content and not relying only on ad sales?
– Beyond Theory. Find proven roots to success.

The super #PortadaLat Hotel deal is expiring this Friday May 2!

Attend the Latin Online Video Forum and  the Latam Summit for only US $699 and get 2 free hotel nights at the amazing InterContinental Hotel Miami!  

 

What: CPG Giant Kraft is already leveraging the vast amount of data it has through a data management platform (DMP) and programmatic advertising. The programmatic push includes efforts to reach the Hispanic consumer, Portada has learned.
Why it matters: Programmatic Trading and DMPs are rapidly gaining traction in the digital media market.

Kraft has an impressive CRM system, it includes the Hispanic marketing program Comida y Familia . The CPG giant is now turning all that data of customer interaction into a programmatic and data-centric marketing program. That is what  Bob Rupczynski, VP of media, data and CRM at Kraft Foods, said at the recent Forrester’s Forum for Marketing Leaders.

Rupczynski outlined Kraft’s strategy for leveraging the CPG company’s vast customer data through a data management platform (DMP) and programmatic advertising. “Through our meals, recipes and videos, we have about a billion interactions with consumers every year,” Rupczynski said. According to Adexchanger, Kraft turned to the media agency Starcom and DMP provider Turn, to help it gain and leverage insights from its customer data. In addition to having a comprehensive view of its customers, the company’s goals included delivering more relevant messages, optimizing its media buying decisions in real-time and attributing sales to impressions at the store level.

Hispanic component

Programmatic BuyingPortada asked Starcom Media Vest, Kraft’s media agency, whether the effort also includes the Hispanic market: “This approach  is inclusive of Hispanic and our multicultural team is involved.”Marla Skiko, EVP, Director of Digital Innovation at SMG Multicultural. Skiko is a supporter of programmatic buying as an efficient tool to reach the Hispanic consumer.  “Programmatic buying opens up the opportunity for us to reach multicultural audiences efficiently and effectively. For one, it helps automate a labor intensive buying process. More importantly, it is anchored in using data to identify and connect with specific audiences such that we can tailor messaging at scale to intended multicultural consumers across the digital space.”

Is good multicultural data difficult to find?

“Finding partners with the right data is crucial since good multicultural data is the key to growing the programmatic space for our buys,” Skiko notes. In many ways data is the fuel that drives the Digital Marketing machine. The key question is how to get data as client side marketers often do not want to relinquish data to third parties. Is good multicultural data difficult fo find? “Yes it sure is,” Skiko notes. “We spend a lot of time in our quest to mine first party data with our clients and vendor partners as that is typically preferred over third-party, ” she concludes.

2014 just started and we say it’s going to be a banner year for Hispanic marketing. GroupM expects U.S. overall advertising expenditures to increase by 2.9% to US $161 billion. eMarketer expects a 3.8% increase to US$ 171.33 billion. We say that Hispanic advertising will grow substantially more than eMarketer’s and Group M projections for the general  market. Below 7 growth drivers, and some challenges, for marketing, advertising and media executives to take into account.

1. Total Market? Yes but with culturally “fluent” Messaging

2014
Photo: Jens Rost – Creative Commons

One thing is clear by now, the “Total Market approach” has been adopted by the majority of Corporate America as the appropriate approach to target the U.S. consumer. The latest example of this is T2 or Total Toyota. The automaker just announced that its longtime ad agency Saatchi & Saatchi will take the lead over three other Public is Groupe agencies that currently handle multicultural marketing duties—Conill Advertising (Hispanic), Burrell Communications (African-American) and Zenith (Broadcast and out-of-home media buying), along with InterTrend Communications (Asian-American marketing). The new unit will be called T2 (Total Toyota). It is crucial though that the Total Market approach includes  culturally appropiate messaging that deeply resonates with a brands different constituencies. Carlos Saveedra, director of Multicultural Marketing at Pepsi, and a speaker at last year’s ANA Multicultural Marketing Conference uses the term Cultural Fluency:”Cultural Fluency means to market at intersection of interests (e.g. Fashion, Sports etc), rather than to one group in particular.” “It is about being inclusive about the entire texture of multicultural consumers.” Pepsi transitioned from having a multicultural team to have multicultural marketing objectives be included in each brand’s goals.  “Brand managers are accountable to connect with the multicultural consumer. They need to know the multicultural consumer as well as general market consumers.” Saavedra said and added that Hispanic focused executions are not necessarily wrong. But he said that by taking a cross cultural approach, Pepsi discovered that the NFL is very attractive to Hispanics. Before Pepsi obtained this insight, Hispanic campaigns only revolved around soccer.

Brand Managers are now accountable to connect with the Hispanic consumer.

2. The 2014 Soccer World Cup and the Conversation around it

Photo: Milas Page. Creative Commons.
Photo: Milas Page. Creative Commons.

Advertising related to the 2014 Soccer World Cup can increase ad-sales of major Hispanic media properties by up to 40% compared to a non-World Cup year, say executives of Hispanic media properties interviewed by Portada. World Cup right holders (English and Spanish-language TV, online and Radio) are working hard to monetize these rights. But the World Cup offers also other media properties plenty of opportunities (see for example special digital and print editions around World Cup matches and or non directly soccer oriented content such as culture and history content around World Cup host country Brazil.)
“World Cup is big, but I think what can be as important is the conversation around the World Cup – teams, players, host cities, stadiums, etc… We are really pushing to make sure that the brands we manage have a strong presence in these conversations and that these brands become fibers within organic conversation,” Yousef Kattan Fernández President/CEO at Dallas based TruMedia, tells Portada.
(Look out for “Portada’s 2014 Soccer Marketing Guide in partnership with Soccer.com” to be published on www.portada-online.com on January 28th!)

3. Focus on the scalability of digital channels

To Marla Skiko, SVP, Digital Innovation at SMG Multicultural, “the greatest challenge facing Hispanic media is to power the growth of digital media.  As those of us in the Hispanic media space are keenly aware, Hispanic consumers are at the forefront of technology and digital consumption.  We need to see growth in scale across channels from video to social to mobile.”

The greatest challenge facing Hispanic media is to power the growth of digital media.

…with programmatic helping to solve native’s scale issue

ALEMANIA TECNOLOGÍAProgrammatic digital advertising buys are an important tool to solve the scalability issue in digital marketing and advertising. A few months ago Skiko told us that the use of programmatic audience buying technologies can be very efficient, particularly when it comes to target segments of the Hispanic demographic.” Several players including Batanga, Alcance Media, Pulpo Media and in the video space Videology, Adap.tv., Yume and others are trying to capitalize on the catch up potential the Hispanic market has versus the general market in this regard.
(Watch out for “Portada’s Latin Audience Buying Guide“, a new custom branded section to be published on Portada’s English and Spanish-language sites in the next few weeks!).

Programmatic Trading can also help solve another important marketing challenge: How to scale native advertising. While the concept of native advertising, or branded content programs that take advantage of the interactivity of the digital medium (see The New York Times recent implementation),  has been the darling of the industry for the past two years, it has yet to truly take off due to its inability to scale. That is poised to change as native will start to be offered programmatically through new technologies that help publishers display sponsored content at scale. For the ‘right ad at the right time’ to finally become the ‘right content at the right time’, content marketing will need to become seamlessly integrated and distributed through advanced targeting technology via ad exchanges and RTB platforms.

Challenge: Finding ways for brands to stand out…

“One of the  greatest challenges marketers face  in 2014 is finding ways to help their brand stand out,”  TruMedia’s Kattan Fernández tells Portada.  “There are so many advertisers saying similar things in similar places. Messaging is important but understanding where your brand fits contextually is as important.  Finding creative media touch points, whether those be digital, social, mobile, offline are key to creating some sort of awareness and developing that engagement with viewers, listeners or online patrollers,” Kattan adds. He notes that “digital and social continues to be a big focus for our agency and growing those 1 to 1 consumer relationships where we can. ”

Understanding where your brand fits contextually is crucial

…it’s all about Content Marketing! (Driver 4)

Content Marketing

Finding the right context and context through digital and social media will continue to be key. In other words, it’s all about Content Marketing. Content Marketing strategies which succesfully integrate paid, owned and earned media are crucial for brand marketers.

Content marketing can particularly benefit brands who invest in creating culturally relevant content and scale it across screens and devices.

SMG’s Skiko says that “because Latinos are super users of technology and digital media, we expect to focus squarely on the digital space as we look to grow our clients’ business in 2014.” According to Skiko, “there is a strong opportunity to create engaging, socially powered experiences that are grounded in Hispanic consumer insights.  Another opportunity to make that connection is for marketers to develop content tailored to the Hispanic audience.  Content marketing is a growing arena and can particularly benefit brands who invest in creating culturally relevant content and scaling it across screens and devices. We see a strong opportunity to create engaging, socially powered experiences that are grounded in Hispanic consumer insights.”

…and here is where Data comes in (again). (Driver 5)

Customer Insights and Data represent another major driver for Hispanic marketing in the year that just started.  “I think the opportunity is about data. Not only to have it but actually to know how to find insights through it,” says Gonzalo del Fa, president of Group M Multicultural and Portada Editorial Board Member. (Big) Data can not only be used to substantially increase advertising effectiveness but also for content marketing purposes. For brands and agencies the issue is not so much about producing enough content but about creating enough usable content. That is where Data and dynamic content recommendation engines come in. They enable marketers and media to present the right content to the right visitor at the right time without the visitor having to discover it themselves. Machine learning does that discovery for them. The future of content marketing is all about data-driven content origination and curation that are optimized for organic SEO , highly relevant and targeted.

6. Mobile

In 2013 mobile marketing expenditures took off, although perhaps not as much in the Hispanic market. Experts interviewed by Portada note that 2014 will be a very important year for Latam and USH in the mobile industry. Gaston Bercun, Founder & Co-CEO at mobile ad network Hunt Mobile Ads, says  that “a lot of what is going on in the US and Europe will start to be seen in the Latin markets.”  Bercun adds that “we will start to see important growth of investment of brands in their mobile and mobile advertising strategies and this will push the market to a new level. Programmatic and new devices will also help in the process of increasing the smart phone and tablet penetration.” Major platforms like Google, YouTube and Facebook, provide advertisers
access to mobile and don’t need to recreate any mobile platform creative or invest in it. As Sylwia Makarewicz-Liszka, Mobile and Digital Planner at Starcom Media Vest, said during Portada’s 7th Annual Hispanic Advertising and Media Conference last September “not having mobile assets should not be an excuse for not making a mobile campaign.”

7. Digital Video continues to expand

Hispanic Online VideoRelated to the trend of digital expansion and content marketing is the almost explosive growth of digital video in the Hispanic market.  2014 will be the year of video in content marketing and Hispanic advertising. Platforms like Twitter, Instagram and Facebook, are allowing or will soon allow video ads in consumer content feeds. With videos becoming cheaper to produce even small businesses can produce high quality videos. SMG’s Skiko notes that the increased focus on the Hispanic opportunity by mainstream digital publishers is a win for marketers.  Key players such as Google, Facebook and Twitter are ramping up their Hispanic capabilities with dedicated resources and a focus on content creation and improved targeting.  This should help develop more and richer audiovisual media including digital video.  (Join us on June 3rd in Miami when major marketers and digital video experts from the U.S. and Latin America will gather at Portada’s Latin Online Video Forum)

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.

  • Heineken

HeinekenHeineken USA is launching its “Bring Your Sunday Best” portfolio retail program, designed to provide consumers with hosting tips and party-relevant offers from the company’s Heineken, Dos Equis, Newcastle Brown Ale, Strongbow Cider and Tecate brands. To kick off the program, Heineken USA has enlisted All-Pro wide receiver Keyshawn Johnson to enhance the shopping experience. Through the company’s new Portfolio Playbook mobile site, Johnson provides a series of entertaining tips that highlight his expertise and personality. The site also includes recipes, special offers and planning tools designed to promote high-margin items. In store, the promotion will offer football-themed mass display elements, point-of-sale and cross-merchandising offers with channel-relevant brand partners including Stubb’s Legendary Bar-B-Q products (grocery), Wonderful Pistachios & Almonds (c-store and drug) and FIJI Water (liquor). “The fall football season is in full gear and fans everywhere are making plans for their playoff and championship celebrations,” said Merrybeth Lannan, director of trade development for Heineken USA.”Heineken USA’s portfolio includes three of the top 10 selling upscale beer brands during the weeks leading up to, and including, the big game,” Lannan added. “Our brands not only elevate the consumer’s experience, they also generate more retail traffic, repeat purchase and incremental profits for retailers.”Heineken USA’s Bring Your Sunday Best retail program runs from Jan. 2 through February.

  • Spark wins Duke Energy and European Wax Centers

The media agency under the Starcom MediaVest umbrella in separate reviews won the Duke Energy account, which is expected to spend $30 million annually on advertising, and the European Wax Centers account, which is planning to spend $10 million in the year ahead, according to a report in MediaPost, citing sources.These accounts are relatively small but Spark has won more than 15 new pieces of media business this year with expenditures totaling $800 million. Spark, headed by CEO Chris Boothe, became the third major unit of SMG in February 2012.

  • MasterCard

MastercardMasterCard is starting a global Media agency review. The credit card company spent U.S. $126 million on U,S. media in 2012, according to Kantar, and the incumbent media agency is IPG’s UM, which has been invited to participate in the review, Ad Age reports.The review comes just a few months after Raja Rajamannar was named the new chief marketing officer at MasterCard. The account is a sizable one. UM earlier this year retained its global Hershey account.

  • Blitz Media

Ellen Comley, former executive vice president and managing director at Havas Media, has been appointed Chief Media Officer at Waltham, MA-based Blitz Media, the agency said.Blitz has won a number of new accounts this year, including Minuteman Health, WellBiz Brands, Sears Hometown & Outlet Stores, Harvard University Kennedy School Executive Education, Brain Shark, Big Brothers Big Sisters of Massachusetts Bay, and Project Treasure.

  • Google – Publicis Digital Agencies

Digitas and Razorfish committed to spending U.S.  $100 million of their clients’ money on Google properties including YouTube and Google Plus in what might be the biggest deal of its kind, according to Ad Age. Doing digital buys upfront gives the agencies discounted rates and encourages more cooperation in creating innovative campaigns.

  • Starcom and Yahoo

The media agency and search engine will use audience data from both companies to create video content about topics that resonate with Yahoo users. Starcom clients Allstate, Kraft, Kellogg’s, Hallmark and Beam Inc. will be among the launch partners on the project and will sponsor the videos that target specific audience segments. Media agencies on behalf of their clients are doing more major exclusive partnerships like this one with specific companies, where the agency can have more of a say in how the content is targeted for each client.  

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Starcom, media buying and planning agency part of Publicis Groupe, the world’s third-biggest advertising company, will work with Twitter Inc. on how to make money out of the micro-blogging service’s audience, Chief Executive Officer Maurice Levy said in Bloomberg today.

Twitter and Starcom MediaVest Group have reached a multi-hundred-million-dollar deal for advertising on the social network, the Financial Times reports. The deal is for “special access” to advertising slots, as well as research data and new, as-yet-unannounced advertising products, in return for which Starcom has committed to spend $200 million — or more — of its clients’ money. Full financial details were not released.

Publicis’s Starcom MediaVest Group “will find the way to monetize their audience,” Levy added in an interview on Bloomberg Television . “This could be pop- ups, this could be video, this could be new formats so we are working very hard with Twitter to find the right way to commercialize their space.” Levy also stated:

The deal with Twitter may involve spending between four to six hundred million dollars over a period of three, four years.

The company has been experimenting, testing, and learning on Twitter for a year and a half, Starcom CEO Laura Desmond said. Which means that it believes Twitter ads are driving real, measurable ROI for its clients. Lisa Weinstein, president of global digital, data and analytics at SMG, likened the deal to the practice of buying television inventory in advance.

The deal is not tied to specific SMG clients. Rather, SMG guaranteed that its Starcom, Mediavest and Spark agencies will spend a certain amount on Twitter ad inventory and other projects over a certain number of years—with that inventory being available to all clients across SMG. In exchange, SMG is expects to get better access to Twitter research, like analyses of tweets around TV shows from the tech platform’s recent acquisition of Bluefin Labs.

The deal also calls for Twitter and SMG to work together on new products, like custom surveys querying Twitter users on mobile devices.

twitterStarcom, the media buying and planning agency part of Publicis Groupe, the world’s third-biggest advertising company, will work with Twitter Inc. on how to make money out of the micro-blogging service’s audience, Starcom’s CEO  Maurice Levy told Bloomberg.

Twitter and Starcom MediaVest Group have reached a multi-hundred-million-dollar deal for advertising on the social network, the Financial Times reports. The deal is for “special access” to advertising slots, as well as research data and new, as-yet-unannounced advertising products, in return for which Starcom has committed to spend $200 million — or more — of its clients’ money. Full financial details were not released.

Publicis’s Starcom MediaVest Group “will find the way to monetize their audience,” Levy added in an interview on Bloomberg Television . “This could be pop- ups, this could be video, this could be new formats so we are working very hard with Twitter to find the right way to commercialize their space.” Levy also stated:

The deal with Twitter may involve spending between four to six hundred million dollars over a period of three, four years.

The company has been experimenting, testing, and learning on Twitter for a year and a half, Starcom CEO Laura Desmond said. Which means that Starcom believes Twitter ads are driving real, measurable ROI for its clients. Lisa Weinstein, president of global digital, data and analytics at SMG, likened the deal to the practice of buying television inventory in advance.

The deal is not tied to specific SMG clients. Rather, SMG guaranteed that its Starcom, Mediavest and Spark agencies will spend a certain amount on Twitter ad inventory and other projects over a certain number of years—with that inventory being available to all clients across SMG. In exchange, SMG is expects to get better access to Twitter research, like analyses of tweets around TV shows from the tech platform’s recent acquisition of Bluefin Labs.

The deal also calls for Twitter and SMG to work together on new products, like custom surveys querying Twitter users on mobile devices.