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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.

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  • Time Warner Cable

twcTime Warner Cable is expanding its Unlimited Home Phone calling plan to include free calls to Mexico. Now, TWC Phone customers can make calls, including landline and mobile numbers, for free. With this expansion, calls to Mexico are treated the same as long-distance calls anywhere in the US, Canada, Puerto Rico, Guam and the US Virgin Islands, at any time day or night for one low monthly price. The plan also offers no extra cost including Caller ID, Call Waiting, 3-Way Calling, Selective Call Acceptance, Selective Call Blocking, Selective Call Forwarding, Answer Anywhere, Enhanced 911 and many others. The company will additionaly offer affordable options for making international calls, including its Global Penny Phone Plan, which provides penny-per-minute rates for landline and mobile calls to more than 50 countries.

  •  Corona Light / Corona Extra

coronaAs we reported last week, Corona is planning to expand Corona Light on draft nationally, and to introduce Corona Extra on draft in test markets. We have heard from Crown Imports regarding the marketing around the launch: The launching will be supported with a wide array of tools in each market including National TV, point of sale, social media and brand activation.. Crown Imports will have maximum distribution and promotion activity of Corona light on draft and will continue to promote the brand via in-store signage, particularly in the summertime and around key holiday periods.Crown Imports will have substantial marketing and sales support behind Corona Extra’s test offering to help achieve its goals. Additionally, it will have maximum distribution and promotion activity to complement draft sampling in the on-premise. The marketing behind Corona Extra draft will extend the “Find Your Beach” campaign to introduce this new offering in a way that will help the iconic brand stand out. The timing allows the brand to boost its draft presence in advance of the Cinco de Mayo holiday and the crucial summer selling season. Corona Light draft will also feature in two television commercials during its March rollout and again in the summer selling season with a marketing campaign. Every Corona Light and Corona Extra served on draft will come with a lime right on the glass.

  •  AT&T

T
Vice, he youth media company, has produced about 15 unscripted videos in which young people in six cities discuss their creative pursuits, dating habits, and in some instances, mention use of their cell phones, but are not specifically asked about them. The videos are being introduced on Saturday at the SXSW conference in Austin, Texas, and will appear on Tumblr and YouTube. Separate online AT&T commercials have been created using excerpts from the videos.AT&T wants to reach consumers ages 18-34 in a less in-their-face, more casual way, and also hopes to reach millennials who are not TV commercial viewers.

  •  Taco Bell

Kraft is launching four new Taco Bell products this week: two dinner kits and two seasonings. The Taco Bell Ultimate Taco Night Kit comes in in two varieties — Cheesy Taco Grande and Steak & Cheese Soft Taco Kit, both of which come with Kraft’s Velveeta cheese. (Taco Bell does not offer Velveeta at its restaurants.) The seasonings are Taco Bell Taco Seasoning in both mild and reduced-sodium varieties. Kraft also  is launching the first major digital campaign for the partnership called “Bottled Awesome,” which focuses on the sauces and targets the “Taco Bell enthusiast.””Taco Bell sees the power in bringing the brand outside of [the quick-service category] and into retail,” said Adam Grablick, senior Taco Bell brand manager at Kraft. He noted that for Kraft, the partnership is a big opportunity to grow sales because “the mainstream Mexican category is a fast-growing segment.”
The campaign, created by Publicis Groupe’s DigitasLBi, includes display ads for both desktop and mobile devices, and a hefty social-media campaign that includes a @TacoBellGrocery Twitter feed, a Taco Bell Grocery Tumblr page, and Instagram and Vine accounts, along with a Facebook page.

  •  Assembly

MDC is merging RJ Palmer and Targetcast to form a new media agency called Assembly. Former Carat USA president Martin Cass has been hired to run the new agency as CEO. Steve Farella, previously CEO of Targetcast, will now serve as chairman of Assembly. Michael Nicholas, former chief strategy officer at Isobar, has come aboard as entrepreneur in residence, chief experience officer. Peter Knobloch, former CEO of RJ Palmer, will serve as Assembly’s chief investment officer and oversee media buying. “We’re looking for sufficient scale to be able to compete for larger pieces of business going forward and to be able to bring the same level of sophistication, innovation and outside-the-box thinking that we have in our creative advertising business,” said Miles Nadal, chairman and CEO of MDC Partners.

  •  Budweiser

Budweiser, the official beer sponsor of the 2014 FIFA World Cup Brazil, unveiled an all new partnership with FOX Sports on Wednesday for a groundbreaking documentary series showcasing six of the most unique football stories from around the globe. The new series, which will air in more than 55 countries around the world, is part of Budweiser’s fully integrated, global content series supporting its new “Rise as One” FIFA World Cup campaign.”The FIFA World Cup is such a powerful moment in time which enables the world to join together in celebration of the world’s most popular sport,” said Andrew Sneyd, Global Vice President, Budweiser. “We are delighted to collaborate with FOX Sports on this new series and through the ‘Rise As One’ campaign, to share the many defining moments of football history with the millions of fans around the globe.”

  •  Mercedes-Benz and Brand USA

PHD, the media agency for Mercedes-Benz USA since 1999, retained its assignment, with annual media spending of about US $320 million. Likewise, MediaCom has successfully defended media responsibilities on Brand USA, which spends about $30 million in media each year. Brand USA is a public-private partnership that aims to bring more foreign tourists to the U.S. The organization launched in 2010 and first hired MediaCom in 2011.In a statement, Roberta Hatchett, Brand USA’s director of advertising and media, said that in the pitch MediaCom “easily demonstrated the most successful combination of global reach, process and strategy.”

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What: Comcast has confirmed a deal to acquire Time Warner Cable for about US $44 billion. The proposed deal will be intensely scrutinized by the U.S. government, including the Justice Department, which will address antitrust concerns, and the FCC (Federal Communications Commission), which is charged with ensuring that the deal serves the public interest. As part of the deal, Comcast is expected to extend its commitment to follow the FCC’s open-Internet rules.
Why it matters: The deal creates a company that  controls three-quarters of the US cable industry, challenging regulators. From an advertising and media buying perspective, Comcast belongs to the U.S. largest advertisers with US$ 1.7 billion in 2012 advertising (measured media) spending according to  WPP’s Kantar Media. Time Warner Cable spent $224.3 million in 2012 year to advertise in major media.

comcastComcast Corp. has acquired Time Warner Cable Inc. for about US $44 billion. The company has agreed to pay about US $159 per share of Time Warner Cable stock. The deal will combine the largest two US cable companies.

Time Warner Cable had asked for US $160 in mid-January, when Comcast rival Charter offered to buy it at about US $130 per share. The sum Time Warner had suggested is very close to what Comcast ultimately offered, beating Charter Communications Inc. to what is the second-largest cable-television acquisition by equity value according to data compiled by Bloomberg.
Comcast owns NBC Universal which in turn owns Spanish-broadcast network Telemundo and English-language cable network Mun2.  Time Warner Cable does own several local news and sports channels in addition to its powerful distribution network. It also owns Time Warner Cable Media, which sells video and digital ads on cable systems, channels like NY1  and web sites like Road Runner. Comcast belongs to the U.S. largest advertisers with US$ 1.7 billion in 2012 advertising (measured media) spending according to  WPP’s Kantar Media. Time Warner Cable spent $224.3 million in 2012 year to advertise in major media, according to the Kantar Media division of WPP.

The merged company would account for almost three-quarters of the cable industry, according to the National Cable Television Association.

Through this consolidation, Comcast would become the main television channels, phone services and Internet connections provider in one in three American homes, a total unmatched by any other distributor. Comcast already has about 23 million television subscribers in markets like Philadelphia, where it is headquartered. With the addition of Time Warner Cable subscribers, Comcast will strengthen to face negotiations with cable channel owners like The Walt Disney Company.Time Warner lost 217,000 residential video subscribers in the fourth quarter of 2013, against strong competitosr such AT&T Inc., Verizon Communications Inc. and Netflix Inc. Comcast has added 43,000 subscribers in the same period.

Is it too dangerous for the nation’s telecommunication system to be in the hands of just one provider?

Will Comcast really be able to expand its footprint?

There are doubts about whether Comcast will be able to expand its cable footprint or not. In the US, a rule that banned a single cable company from controlling more than 30% of the market has been enforced by regulators.  As part of the deal, Comcast is expected to extend its commitment to follow the FCC’s open-Internet rules.

jbJohn Bergmayer (photo), a Senior Staff Attorney at Public Knowledge, advocates for the public interest before courts and policymakers. Bergmayer is convinced that Comcast cannot be allowed to purchase Time Warner Cable and that it should be stopped by Antitrust authorities and the FCC (Federal Communications Commission). The attorney is against this deal as he is convinced that an enlarged Comcast would be able to keep others from innovating, while facing pressure to improve its own service. New equipment, new services, and new content would have to meet with the new conglomerate’s approval to stand any chance of succeeding. According to Bergmayer, this will all lead to raising costs for consumers, who ultimately pay the bills. From his point of view, it is dangerous for a large proportion of the nation’s communications infrastructure to be in the hands of just one provider.

“If Comcast takes over Time Warner Cable, it would yield unprecedented gatekeeper power in several important markets. An enlarged Comcast would be the bully in the schoolyard, able to dictate terms to content creators, Internet companies, other communications networks that must interconnect with it, and distributors who must access its content,” Bergmayer said. “Fortunately, the regulators and law enforcement agencies who must approve a deal between Comcast and Time Warner Cable are empowered to promote the public interest, not Comcast’s interest in empire-building. We call on them to protect the public and stop this deal,” He added.

However, The two companies are likely to point out that they don’t directly compete. The Justice Department and other federal agencies will certainly line up to scrutinize the proposed combination.

 

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.

  • Wells Fargo

Wells FargoWells Fargo announced it will sponsor the Mexican National Soccer Team for the team’s annual U.S. Tour building on the company’s July 31 announcement of a national sponsorship of Major League Soccer (MLS). Sources at Wells Fargo tell Portada that it negotiated the terms directly with Soccer United Marketing/FMF (Federacion Mexicana de Futbol), with input from their agencies. Annual activation and media plans will be determined year to year throughout the course of the agreement. (For more information read today’s Interview with Mariela Ure, SVP Hispanic Segment at Wells Fargo).

  • Ford Mustang

Ford is launching ‘Mustang Countdown,’an online video series to throw the spotlight on the legendary sports car and the culture that has formed around it all across the globe, and to continue the celebration leading up to the 50th birthday of the car on April 17, 2014. JWT is implementing the campaign which is centered at Ford Mustang’s YouTube channel . The campaign will last until the 50th birthday of the car on April 17, 2014.

  • Time Warner Cable

Time Warner Cable launched a series of national Spanish-language TV spots to celebrate the road to the 2014 soccer World Cup in Brazil, Multichannel reports. The “Every Fan Counts” (“Cada fan cuenta”) campaign targets U.S. Hispanic customers in general but particularly those cheering for Mexico, Argentina and Brazil. The campaign, which focuses on customer acquisition and upgrade, is currently running across Spanish-language broadcast networks, including Univision and Telemundo.

  • Corona Extra

Corona Extra and pop singer Marc Anthony are coming together for the U.S. leg of the multiple (Latin) Grammy Award-winner’s “Vivir Mi Vida” world tour. The nine-city tour will start on Aug. 23 in Miami, with Corona as the official beer sponsor. The sponsorship includes an array of elements to support the brand at retail and at the concerts, including pouring rights at each venue, retail point-of-sale, event signage, brand inclusion in concert promoter media outreach. (Corona is a Crown Imports brand. John Alvarado, Senior Director  Brand Marketing at Crown Imports, will be one of the main speakers at Portada’s Seventh Annual Hispanic Advertising and Media Conference in New York next month on Sept. 26.)

  • Macy’s

The Cincinnati-based retailer said sales in the second quarter of 2013 slid 1% to US $6.01 billion. On a comparable-store basis, sales also receded 1%.“Second quarter sales performance was softer than anticipated,” says Terry J. Lundgren, Macy’s, Inc. chairman and CEO, in its release, “and we are disappointed with the results. Our performance in the period, in part, reflects consumers’ continuing uncertainty about spending on discretionary items in the current economic environment. After a cool spring, we have taken appropriate markdowns and customers are responding favorably.” The company, which says it is intensifying second-half marketing spending as a result of the softer sales, adds that it is encouraged by its early take on back-to-school sales as well as stronger spending in women’s ready-to-wear category.

  • Taco Bell-Doritos Locos/Fiery

Taco BellTaco Bell last week revealed the third flavor in its Doritos Locos Tacos menu line: Fiery. The Irvine, Calif.-based division of Yum! Brands Inc. said the follow-up to the Nacho Cheese and Cool Ranch Doritos Locos Taco flavors will be available nationwide on Aug. 22. The company said the Fiery DLT launch will be supported by television, in-store point-of-purchase materials and radio advertising, staring Aug. 25, as well as the digital and social media activity already underway.

  • Jell-O 

To boost declining popularity and sales, Kraft is shifting directions by scrapping its adult targeted advertising and focusing more on families, Ad Age reports. Kraft will double its previous Jell-O marketing spending on a new campaign that will include TV, print and digital. The tagline of the new campaign is “Fun Things Up.”

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics with more than 3,000 Leading Agency and Marketing/Advertising Directors. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

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