Javier M. Delgado is now Senior Director of Marketing at Walmart. Previously, he had been filling the role of Group Director, Multicultural Marketing at Coca-Cola.
AppsFlyer has appointed Guy Flechter as its Data Protection Officer. In this new role, he will lead the company’s data security and privacy. The appointment follows the recent hiring of Flechter as Chief Information Security Officer.
Jeff Lucas, former global head of sales at Snapchat’s parent company Snap, is joining Oath as vice president-head of Americas sales. In this newly-created role, Lucas will manage Oath’s national and mid-market sales teams in the U.S., Canada and Latin America.
Pam Hamlin is stepping out from her role as CEO of Arnold Worldwide. Hamlin said in an emailed statement that she has decided to explore “what’s next” for her, and said it was the right time for new leadership to take the agency forward.
Nike’s Converse brand has appointed Sophie Bambuck as new chief marketing officer, filling a void created by the departure of Julien Cahn in February.
SC Johnson has named Christian Gradlmuller new head of global media, Shelf Commercialization, as reported by AdLatina.
Marketing communications agency Campbell Ewald announced that it has promoted Laura Rogers to Executive Creative Director. Previously Group Creative Director, Rogers will continue to oversee creative for OnStar, Cadillac Magazine and Chevrolet New Roads Magazine, plus content specific programs for clients including Valero and Meritage Homes.
Cross-cultural agency The Community has promoted Denise Soberon and Jackie Guerra to the position of idea director.
What: After a competitive review, Domino’s has named The community as its U.S. Hispanic agency of record (AOR). Why it matters: The community will create a 360-degree marketing campaign especially targeted at U.S. Hispanics.
The community, the multi-cultural agency known for its creative campaigns, has been chosen as Domino’s AOR. Starting in mid-2018, we can expect a 360-degree campaign including traditional, social, digital, and mobile advertising for the U.S. Hispanic market.
“Domino’s is not only a class-leading brand but also a company that truly sees and understands the importance of the Hispanic consumer,” said Luis Montero, president of The community. “Our mission is to leverage our progressive multicultural approach to help Domino’s become the dominant No. 1 pizza brand in every Hispanic neighborhood and we couldn’t be more excited about our collaboration.”
“We sought a collaborative creative partner that would help us continue to elevate our brand with the influential Hispanic community,” added Karen Kaiser, VP of advertising at Domino’s. “The community’s combination of strategic thinking, creative bravery, and passion for our brand is what differentiated them from other agencies.”
A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.
Energy giant Shell has launched a global review of its creative and media business, after working with WPP-owned agencies JWT and MediaCom for decades. Incumbent MediaCom built ‘Team Media for Shell’ designed to handle planning and buying for the firm’s global retail business as well as its corporate and recruitment advertising when it won the global account. Shell is estimated to spend around US$200m on marketing each year.
TurboTax®, the nation’s leading online tax preparation service from Intuit Inc., announced the launch of its new integrated Latino marketing campaign aimed at giving Latinos the confidence that with TurboTax their taxes are done right with a guaranteed maximum refund. The integrated program includes TV, radio and digital advertising, community events and social media activations, in both English and Spanish, to ensure relevancy among acculturated and unacculturated consumers. The Hispanic marketing campaign kicked off with “No hay por que tener miedo” (There’s Nothing to Be Afraid Of) advertising theme. The TV spot creative was concepted by Multicultural agency GALLEGOS United in collaboration with TurboTax’s AOR Wieden+ Kennedy. The Spanish language spot is running on Univision, Telemundo and Azteca America among others and will air through the end of tax season.Through key media integrations on the leading networks and Spanish-language programming including Univision’s “Despierta América” and Telemundo’s “Don Francisco Te Invita”, the brand will be providing insight into the benefits of filing taxes with TurboTax. These are being executed in partnership with GALLEGOS United and Hispanic public relations agency, Havas FORMULATIN.
Netflix has announced its quarterly results, and they plan to increase their ad spend from US $1.3 billion to $2 billion in 2018. Netflix is a major global advertiser, particularly in the digital category. The ad spend is producing a positive ROI: “We’re taking marketing spend up a little faster than revenue for this year (from about US $1.3 billion to approximately US $2 billion) because our testing results indicate this is wise, ” Netflix Q4 earnings release says.
Domino’s has appointed The Community as its U.S. Hispanic agency of record, following a review.The Community will be tasked with creating campaigns encompassing traditional, social, digital, and mobile advertising for the U.S. Hispanic market. Its first work is expected to launch in mid-2018.
NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets – as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision-makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!
Dennis Holt’s independent media agency USIM has been named print and broadcast media agency of apparel retailer Modell’s Sporting Goods, Mediapost has reported. USIM was selected following a formal review.Omnicom’s Zimmerman Advertising was the incumbent.USIM will be in charge of providing insights, strategy, planning and execution, and the business will be managed out of USIM’s New York City office.
Fort Worth-based PAVLOV Advertising has been named agency of record for San Antonio International Airport (SAT) and the San Antonio Airport System (SAAS), according to a news release. The US$4 million contract covers an initial three-year term, with the option to extend for two additional one-year periods.The provided services include: advertising creative, graphic design, traditional and digital media planning and placement, public relations and interactive to promote SAT’s service offerings from new routes and in-airport concessions to the SAT “Meet Me” loyalty program and parking.
HSBC, the British banking and financial services company, has launched a review of its global media account.The incumbent on the account is GroupM’s Mindshare. ID Comms, the U.K.-based media consulting company, will be running the pitch. It is thought the bank spends about US$400m a year on media but the bank does not disclose its spend.
Procter & Gamble Co., one of the world’s biggest ad spender, Procter & Gamble Co., It’s moving more media planning and buying in-house, according to Chief Financial Officer Jon Moeller.P&G has already cut agency and production costs by US$750 million annually in recent years, and looks to cut another US$400 million in the future.The firm will automate more media planning, production and distribution, bringing more of it in-house and more likely affecting its’ North American media shops: Omnicom’s Hearts & Science and Dentsu Aegis Network’s Carat.
Tecate, the Mexican growth engine inside the Heineken USA portfolio, announced an evolution to their award winning “Born Bold” campaign introduced in 2015 called “We Are Bold.” The new campaign is built around four friends’ brotherly bond while emphasizing the camaraderie, rivalries and unspoken, yet understood inside jokes during their regular barbecues (BBQ). The “We Are Bold” campaign is rooted in consumer insights for the beer brand’s core demographic, the bicultural Hispanic male, and the role that the BBQ grilling occasion or Carne Asada, as literally translated by this group, plays culturally as a social forum to grow closer to their friends and as a key consumption occasion.The campaign will launch on national Hispanic and English television with two 30-second spots created by Tecate with Nómades including “CHILL” and “GYM” with a third, “COMPETITION,” debuting closer to May.Tecate will increase their investment in paid media by five-fold in 2018 with the campaign running for 52 weeks, up from 17 in 2017, across online video, broadcast, digital, social, PR and out-of-home. Billboards will start appearing in select Sun Belt states (AZ, CA, NM, NV and TX) in the coming weeks and expanding to 30 key markets including New York, Chicago, Atlanta, Orlando and others by early Spring.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.
Telemundo-owned WNJU New York has named John Gonzalez vice president of technology and operations. In his new role, Gonzalez will implement digital upgrades to station operational infrastructure and further expansion of the station’s online platforms.
Jeffrey Duque is the new Vice President at H Code Media. He’s leading the launch of a newly formed division at H Code Media named H Code Studio – a full-service content studio that combines the identity of a brand, the storytelling of a production house, and the scale of a digital platform. Previously Duque, worked at impreMedia’s Studio ñ.
ROI Influencer Mediahas appointed former IPG Mediabrands strategist Mary Hill as director, brand & content strategy. In the new role, Hill is tasked with growing the firm’s multicultural division by both expanding the company’s media offerings and its influencer talent roster.
Wal-Mart Stores Inc. has announced Judith McKenna‘s promotion to President and Chief Executive Officer (CEO) of Walmart International, the company’s second-largest operating segment. She will be succeeding David Cheesewright, who has been in the role since 2014 and recently shared his desire to retire from a full-time role.
Veritas Technologies, a leader in multi-cloud data management, has appointed Greg Hughes as chief executive officer, part of a planned succession strategy to lead the next phase of the company’s evolution.
Bobby Hershfield was named VP and executive creative director at multicultural agency The Community.
GALLEGOS United has announced it has hired Dino Spadavecchia as executive creative director. Spadavecchia will oversee development and execution of creative concepts for all clients. He reports directly to Harvey Marco, co-president and chief creative officer.
NIKE, Inc. has promoted Dirk-Jan “DJ” van Hameren to VP, Chief Marketing Officer. In this role, van Hameren will lead Nike’s Global Marketing organization to authentically connect with every consumer who interacts with the NIKE brand and deepen relationships with them.
Facebook has appointed Eurosport CEO Peter Hutton to lead the firm’s multibillion-dollar drive to secure rights for live sports streaming. He will start his partnership with the social network after the winter Olympic Games in South Korea.
Rubén Correa is now copyeditor and writer for CNN Español at CNN.
What: According to Zenith’s Online Video Forecast, viewers will spend an average of 47.4 minutes a day watching videos online this year, up from 39.6 minutes in 2016. This is partly driven by a 35% increase in viewing on mobile devices, for a total of 28.8 minutes a day. We spoke to industry experts from The Story Room, Walton Isaacson, Havas Media, and the community about how they are tackling video. Why It Matters: Zenith predicts that by 2019, 72% of all online viewing will occur on mobile devices. In contrast, viewing on desktop PCs, laptops, and smart TVs will only increase by 2% to 18.6 minutes a day, and then shrink by 1% in 2018 and 2% in 2019.
What does this mean for how brand marketers and media buyers will be distributing their ad spend? And how is the United States leading the global marketing industry in shifting budgets from fixed devices and television to mobile?
The United States Accounts for 44% of Global Mobile Expenditure
U.S. ad spend has reacted more strongly to this trend than other global markets: The U.S. accounts for 44% of all global mobile expenditure this year, while its share of overall global ad market is just 35%.
To those in the industry, this isn’t such a surprise. Jacqueline Hernandez, Digital and Social Media Strategist at the community, said, “The U.S. has had a tendency to be a trendsetter in social and digital behaviors and, as a result, has also led the charge in how we approach those behaviors as marketers.”
Hernandez attributed this greatly to the large numbers of younger users pushing US mobile adoption: “While all age groups are watching more online video, the younger the demographic, the greater the propensity for online video consumption.” She added that “generation Z, which will be a key adult target in 5-10 years, already shows a significant preference for watching longer format video (even feature length films) on handheld devices.”
The native experience in some mobile apps/platforms require a different delivery mechanism but can be just as effective.
Diego Prusky, Co-Founder and Chief Strategist of digital marketing agency The Story Room agreed, noting that the United States is driving US mobile video growth because US consumers were early smartphone and video adopters, and also because “smartphone penetration in the US is now over 80% and the millennial plus generation Z digital natives account for over 40% of the population.”
Albert Thompson, Digital Strategist at Walton Isaacson, also reminded us that American content is not heavily censored: “You must remember, content is less censored here than in other countries so consumption is endless with very little constraints and often, as a result, there is an over-abundance of it.”
Fixed Devices Vs. Mobile: Which Is More Effective?
While trends indicate that mobile video is the future, the study argued that fixed devices are still “more effective at conveying brand messages, and so command a price premium from advertisers” due to fact that fixed devices are displayed on larger screens, in less distracting environments, than those viewed on mobile devices. Not everyone agrees here.
Jessica Richards, EVP, Managing Director of Socialyse at Havas Media argued that mobile has its own advantages: “The native experience in some mobile apps/platforms require a different delivery mechanism but can be just as effective.”
The sheer number of variables involved in measuring the effectiveness of a mobile ad means that standardization will be important, Richards argued, in order to determine “the value of a view with so many disparate factors to manage for: decrease in attention, distinct mechanisms for content delivery (i.e. a Snap, Messenger, Roku), and differing measurement solutions across platforms.” She pointed to the challenges associated with getting a “true read on performance” as a major roadblock, and admitted that in the end, “it is difficult to state that one channel/size truly delivers the best performance across all audiences, especially younger demographics.”
Prusky of The Story Room also noted the ways that younger generations’ habits and preferences are forcing marketers to adjust their strategies. “Younger generations will much rather interact with a digital video or an influencer video than watch a 30-second commercial,” Prusky explained.
Prusky highlighted the importance of user experience, and delivering the right content to customers on the devices they are using: “When our foodie / Food Network consumer is on the subway checking Instagram, we need to have a quick Food Hack video or a review, and when they are leaning back on their sofa checking Facebook we need to have a hands and pans video or an influencer video that will entertain them and drive them to try our recipes.”
Richards of Havas Media agreed that the device is secondary to adjusting content to consumer needs. “Most smart advertisers have started to evolve their marketing approach to more naturally align to how the consumer behaves.” Brand marketers must think like their customers and anticipate not only what their needs are and when those needs are most urgent, but also the devices that consumers will use to resolve them.
“This means brands/agencies are beginning to take a stance that video content should be delivered agnostic of device/channel,” Richards elaborated, “using data to segment appropriate audiences, which leads to an increase video distribution in digital environments, primarily mobile.”
Regardless of whether mobile is less effective than fixed video, it is important to recognize that consumers interact with mobile differently than they do with a fixed device. “Remember, video displayed on mobile devices are often consumed while in transit, minor stopping points again while in transit, or while multi-tasking,” Thompson of Walton Isaacson explained. “Video content via mobile devices has to take into account the ‘mobility’ of the consumer.”
Global Budgets Set to Shift Toward Video
If Zenith’s predictions are any indication, the industry is starting to embrace the power of video. According to the study, fixed video ad spend is estimated to reach $15.2 billion this year, while mobile ad spend is still only at $12 billion. But next year, mobile video ad spend will surpass fixed video ad spend at $18 billion compared to $15 billion.
There is nothing more personal than video on your phone that’s done in the right way: original, customized and relevant creative made for mobile viewing in a vertical style.
Andy Amendola, Senior Director of Digital Strategy and Media at the community, argued that “mobile is the first screen now” because “the mobile device is the distraction so if can reach your target there you win.” Aside from the fact that many of us spend the majority of our days looking at our phones is the fact that the phone adds an added element of personalization because you speak directly to an individual through the screen.
Amendola added: “There is nothing more personal than video on your phone that’s done in the right way: original, customized and relevant creative made for mobile viewing in a vertical style.”
Limited by Time, Lack of Creative Development, but Rich Source of Marketing Data
Despite its popularity among consumers, mobile video is still an imperfect tool for marketers in many ways. Richards of Havas Media noted that “limitations on creative/content development (time to create, number of pieces available, etc.) lead to a lot of brands and advertisers still using a limited or single piece of content or creative across multiple platforms, without variation in message, testing of content (length, animation, imagery), or pure understanding of consumer interest on platform.” This leads to the “oxymoron” that native ads really aren’t so native at all. “Additionally,” Richards continued, “while measurement is improving dramatically, it is not 100% and there are still a lot of platforms that remain ‘walled gardens’ which inhibits a truly agnostic video strategy.”
While measurement is improving dramatically, it is not 100% and there are still a lot of platforms that remain ‘walled gardens’ which inhibits a truly agnostic video strategy.
But others embrace the alternatives that video presents. Prusky from The Story Room said that digital video was “the highest priority for our clients due to the consumption and possibilities across the digital ecosystem.” He mentioned that The Story Room created a mix of pre-produced, on-site, 360, live and real time video that is distributed through Facebook, Instagram, Twitter, YouTube, website, and an app. “These add up to millions of video views, but also to valuable marketing data that allows us to segment consumers and better understand who they are and what they are interested in,” Richards said in defense of the new marketing format.
Despite the roadblocks, Richards, at least, is optimistic that the industry will work out the kinks: “Video will continue to being a growing market because technology, brands, advertisers and platforms are investing heavily in solving the core challenges in media delivery, content and measurement.”
People change positions, get promoted or move to other companies. Portada is here to tell you about it.
::: Mirum Mexico – Rodrigo Perez Ochoa ::: Liz Ross – Periscope ::: The Community – Ana Bermudez ::: Walter Thompson Chile – Quino Oneto Gaona ::: Lew’Lara TBWA – Felipe Luchi :::
Click here for previous Latam Changing Places editions Mirum Mexico has announced the appointment of Rodrigo Perez Ochoa as managing director. Rodrigo will lead the agency operations in Mexico and supervise the Planning, Creativity, Social, Production, Development and Media groups work .Pérez Ochoa was founder and director of Foo Studio. He worked with clients such as Volkswagen, SAB Miller and Brown Forman, among others. He began his career at Unilever, where he spent 10 years and was brand manager for Axe, Rexona and Dove.
Liz Ross has joined full-service agency Periscope as president and CEO.She succeeds Greg Kurowski. The move follows Ms. Ross’ departure in May from Mediabrands, Interpublic Group of Companies’ media agency network, where she most recently served as CMO.Her goal is to grow the agency, which does about US$65 million in revenue, into a US$100 million shop within five years. The international presence is the result of an investment over the last couple of years in offshore production operations. She’ll plans to expand the shop’s domestic footprint as well, but the first order of business will be to find a chief creative officer and ramp up on new business.
Agency The Community, part of SapientNitro, has appointed Ana Bermudez as their new account director. She will report directly to Luis Montero, president of the agency. She will be responsible for increasing the effectiveness and managing communication solutions for th agency clients.Prioir to joining The Community, Bermudez was group account director of Alma DDB.
Walter Thompson Chile has announced the appointment of Quino Oneto Gaona as creative director. Quino led creativity at agency FWK in Argentina since 2005. He previously worked as an editor at Agulla & Baccetti, Ogilvy and FCB Argentina.
Lew’Lara TBWA has announced the appointment of Felipe Luchi as CCO. Manir Fadel will replace Luchi. Throughout his career, Luchi has created campaigns for clients such as P&G, Santander, Nivea, Natura, FIAT, BR Foods, Nissan, Adidas, Heineken, Alpargatas, TIM, Banco Real, Nokia, Tigre, Embratel and Grupo Estado, among others. Luchi began his career as an art director in Rio de Janeiro and then moved to San Pablo.