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What: Avocados from Mexico made another big splash with its fourth Super Bowl ad.
Why it matters: Rather than launching a specific product, AFM highlighted the versatility of avocados and looked to connect with consumers on a broader scale.

The usual Super Bowl mix of commercials has beer, movies, some tech and… Avocados. Yes, Avocados From Mexico (AFM) returned to the multi-million dollar ad extravaganza for the fourth consecutive year, trying to find its way among the big brands during the world’s most-watched sporting event.

Avocados From Mexico (@AvosFromMexico), the wholly-owned subsidiary of the Mexican Hass Avocado Importers Association (MHAIA), again used not just the Super Bowl spot, but future NFL Hall of Famer Tony Gonzalez (@TonyGonzalez88) as a spokesperson, to amplify their message during Super Bowl week in Minneapolis.

The spot, tagged #GuacWorld, landed in the middle of USA Today’s Ad Meter for the game, at 33, ahead of bigger spends for traditional brands like Tide, CocaCola and Michelob Ultra. However the goal for AFM is to be in the game and engage with consumers going forward for event in 2018, not for launching one product.

“The strategy of a business like Avocados for Super Bowl is different than a traditional consumer brand,” said veteran marketer Chris Lencheski. “People on Super Bowl Sunday actually have their product in hand already. It’s a reminder to the consumer that Avocados are different and should be a staple going forward and in that vein the ad becomes a launching point for the rest of the spring, when people are thinking parties and healthy snack alternatives. It’s a big spend, but one that works for them to cut through the clutter.”

Bringing Gonzalez, who starred in the NFL for over a dozen years with the Kansas City Chiefs and Atlanta Falcons, into the mix during Super Bowl week as their spokesman also gave AFM an added media boost.

“Over the past three years, our groundbreaking Big Game campaigns have been an overwhelming success,” said Alvaro Luque, president of Avocados From Mexico. “This year, we are excited to further build on that momentum with another integrated campaign that reminds consumers that avocados are a highly versatile and great tasting fruit, perfect both inside and outside the bowl – from sandwiches to burritos to wraps and salads.”

AFM launched its first Super Bowl ad in 2015, bringing the world “Draft Day,” a humorous, star-studded spot depicting Mexico as the origin for the avocado during a pre-historic, football-styled “first draft ever” of plants and animals. In 2016 they unveiled “Bounty of Earth,” a hilarious, out-of-this-world experience set in an interplanetary museum where aliens highlighted how the Mexican avocado is “Always in Season,” among other unique Earthly treasures. In their 2017 ad, “#AvoSecrets,” a secret society leader is troubled, as humankind figures out that Avocados From Mexico have good fat – a precious secret the society is supposed to protect.

Bringing Gonzalez, who starred in the NFL for over a dozen years with the Kansas City Chiefs and Atlanta Falcons, into the mix during Super Bowl week as their spokesman also gave AFM an added media boost. Although not in the spot, Gonzalez, now an analyst for FOX Sports, was able to weave the AFM messages into multiple appearances in and around Radio Row at the Mall of America, using his own Avocado recipes as a hook around the football talk. That gave AFM an even bigger presence in smaller markets around the Big Game, and extended their media exposure well beyond just the spot, which debuted midway through Sunday’s game on NBC.

There is always risk with a massive one time spend for nontraditional brands during Super Bowl. But by combining with a spokesperson prior and then using the ad to amplify a bigger play into the social world for the spring and summer, Avocados From Mexico is able to score where other brands fail; by being in the Super Bowl conversation, and presenting an opportunity to its partners that keeps the product top of mind and growing as consumer choose snacks for the spring.

https://youtu.be/ijVLdH5dt-c

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H Code Media, a digital advertising company targetint the US Hispanic market, announced the addition of three new positions to help strengthen the company’s leadership team:

 

 

 

Gonzalez, who has more than 15 years of industry experience, will work as president with H Code Media’s CEO Parker Morse to oversee the company’s efforts to expand its purview into new markets and strategies. Prior to joining H Code Media, Gonzalez was Head of Corporate Development at RhythmOne plc, a publicly listed online advertising company.

 

 

 

 

 

 

 

New Director of Data Science, Dr. Ramon Cendejas will develop and implement audience segment generators from internal data as H Code Media’s director of data science as well as analyze segments and identify segment insights to help create new optimization solutions. Before H Code Media, Dr. Cendejas was a Senior Data Scientist at Blinkx Plc.

 

 

 

 

 

 

 

 

New Head of East Coast Sales, Blake Belanger will act as an advocate for increasing H Code Media’s East Coast marketing and sales efforts and will be a catalyst for generating revenue, fostering relationships to increase new business and assisting in US-Hispanic product development evolution & ideation. Previous to working at H Code Media, Belanger served in a Senior Sales Director role at Pulpo Media (an Entravision Company).

 

 

 

 

Telemundo 47 / WNJU announced the addition of Edgardo del Villar to the station’s news team. He will co-anchor the 5 PM weekday edition of “Noticiero 47 Telemundo” starting Monday, October 23.   With more than 20 years of experience in reporting news for Spanish-language audiences, del Villar joins Telemundo 47’s news team after working as a news correspondent for Telemundo’s “Al Rojo Vivo con María Celeste.” Prior to joining Telemundo network in 2013, del Villar served as anchor of “Las Noticias,” Televisa’s primetime newscast in Monterrey, Mexico for 12 years. A native of Mexico, del Villar earned a Bachelor’s Degree in Marketing and Business Administration from the Universidad Iberoamericana in Mexico City and a Master’s Degree in Public Policy from the University of Chicago. He will be relocating to the New York Tri-State area for his new position.

Entravision Communications Corporation, a diversified media company serving Latino audiences and communities, has promoted Erin Voden to Senior Vice President of Integrated Marketing Solutions in Washington, D.C., effective immediately. Voden will report to Lilly Gonzalez, Executive Vice President of Integrated Marketing Solutions at Entravision. Her responsibilities primarily include overseeing and growing sales for the company’s television and online media properties and operations serving the Washington, D.C. market.Erin Voden joined Entravision in 2015 as Vice President, Integrated Marketing Solutions in Washington D.C.

 

 

 

Alysia Borsa has been promoted to chief marketing and data officer at Meredith Corporation. She will lead corporate marketing strategy, integrated marketing communications, first-party data strategy and management, and consumer- and advertiser-focused insights and analytics across all Meredith national media channels. Borsa has been with Meredith since 2011 and most recently was executive VP/chief data and insights officer.

 

 

 

 

Karen Costello has been appointed executive creative director at The Martin Agency, where she will oversee the Mondelez account. She was most recently ECD at Deutsch Los Angeles.

 

 

 

 

 

Steve Cahillane has been named CEO of Kellogg Co., replacing John Bryant, effective Oct. 2. He will also succeed Bryant as chairman on March 15, 2018. Cahillane was most recently CEO of Nature’s Bounty. Prior to that position,  he was a top executive at Coca-Cola.

 

 

 

 

 

 

Jim Norton, Condé Nast president of revenue and Chief Business Officer, is leaving the Company. Pamela Drucker Mann, who has been promoted from CMO to Chief Revenue and Marketing Officer of the Publisher, will replace Norton. She is the first woman to hold this position at Condé Nast and will oversee all ad sales and marketing efforts for the company’s portfolio of 22 brands.

 

 

 

 

Josh Stinchcomb, the Chief Experience Officer, has also been promoted. Now, Drucker Mann and Stinchcomb will report to Condé Nast president and CEO Bob Sauerberg.

 

 

 

 

 

What: H Code Media has added three new positions to help strengthen the company’s leadership team.
Why it matters: The three new hires include President, Tony Gonzalez, Director of Data Science, Dr. Ramon Cendejas and Head of East Coast Sales, Blake Belanger.

H Code Media, the leader in digital advertising for the US Hispanic market, announced the addition of three new positions to help strengthen the company’s leadership team. The three new hires include President, Tony Gonzalez, Director of Data Science, Dr. Ramon Cendejas and Head of East Coast Sales, Blake Belanger.

Gonzalez, who has more than 15 years of industry experience, will work as president with H Code Media’s CEO Parker Morse to oversee the company’s efforts to expand its purview into new markets and strategies. Prior to joining H Code Media, Gonzalez was Head of Corporate Development at RhythmOne plc, a publicly listed online advertising company. Before that, he worked at RhythmOne through the acquisition of his Company, Lyfe Mobile, a mobile programmatic advertising platform where he held the position of Co-CEO and Co-Founder. Prior to founding Lyfe Mobile, he was Director of Mergers and Acquisitions at Leaf Group, formerly known as Demand Media.

In his newly created role, Dr. Ramon  Cendejas will develop and implement audience segment generators from internal data as H Code Media’s director of data science as well as analyze segments and identify segment insights to help create new optimization solutions. Before H Code Media, Dr. Cendejas was a Senior Data Scientist at Blinkx Plc and was responsible for developing and implementing audience segment generators from internal data and external 3rd party data. He was part of the internal M&A team that sold Lyfe Mobile to RhythmOne plc (LSE AIM: RTHM). Previous to Lyfe Mobile’s acquisition by RhythmOne, he held the position of Chief of Optimization & Analytics.

Blake Belanger will act as an advocate for increasing H Code Media’s East Coast marketing and sales efforts and will be a catalyst for generating revenue, fostering relationships to increase new business and assisting in US-Hispanic product development evolution & ideation. Previous to working at H Code Media, Belanger served in a Senior Sales Director role at Pulpo Media (an Entravision Company) where he led the national sales organization in terms of revenue & new business development by partnering with international brands trying to reach Hispanic consumers including AT&T, Unilever, Audi/VW and more. Other digital sales exposure includes time at 140 Proof & AccuWeather preceded by 5 years of account management experience at two well-known creative agencies, Young & Rubicam and Saatchi & Saatchi Wellness.

“As H Code Media continues to grow as the industry leader helping brands connect advertisers with the highly coveted U.S. Hispanic audience, we are excited to add the valued expertise of this exceptional trio of professionals,” said Parker Morse, CEO of H Code Media. “There’s a demand among top industry talent to join H Code Media’s effort to build a bridge to the massive, underserved and fragmented U.S. media market. We look forward to the positive impact these strategic hires will have on both our business and our client’s businesses.”

Morse added, “These new hires are also a testament to the increased awareness of H Code Media’s ability to distribute premium content to U.S Hispanic consumers where they live – on their mobile devices. The US-Hispanic market is mobile first, and no one else is doing this. H Code Media’s enormous data set of 20 million US Hispanic consumers allows us to reach them at the right place and time in a non-intrusive, cost-effective manner, at scale.”

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

NBCUniversal Owned Television Stations, the division of NBCUniversal that includes 29 NBC and Telemundo-owned stations, a regional news network and two multicast networks, announced that Azza Elsheikh has been named Vice President of Digital Product Management and Design. In this role, Elsheikh will be responsible for the hands-on leadership of the division’s product and designs teams and the creation of innovative digital products for English and Spanish-speaking audiences the stations serve. She will report to Lora Dennis, Senior Vice President of Digital Media for NBCUniversal Owned Television Stations.Elsheikh joins NBCUniversal after working for American Express for almost six years as Senior Manager of Digital R&D Product Management and Director of International Products and Marketing.

Azteca America announced that Melissa Covarrubias, a seasoned senior executive with nearly 20 years of industry experience in the Houston market, will become the Vice President and General Manager of Azteca Houston, KYAZ-TV. Covarrubias will report to Enrique Perez, Executive Vice President, Station Group, Azteca America.Covarrubias most recently served as Vice President of Sales and Marketing for ZipCast from 2014-2017 and special events consultant for the Ronald McDonald House Charities of Greater Houston/Galveston since 2016. Covarrubias received a B.A. from Texas A&M University.

 

 

Telemundo62 Philadelphia / WWSI  announced Alexandra Galarza will join WWSI as general assignment reporter and Brian Mendoza will join the Telemundo62 news team as South Jersey reporter, effective Monday, May 15. Both will report for the station’s local newscast, Noticiero Telemundo62 that airs weekdays at 5 PM, 5:30 PM, 6 PM and 11 PM (ET).

 

 

Born and raised in Guayaquil, Ecuador, Alexandra Galarza previously worked as a multimedia journalist and reporter at Spanish-language stations in Philadelphia and Atlanta, including WUVP Philadelphia and WUVG in Atlanta, Georgia.

 

 

 

Brian Mendoza, who will be covering South Jersey news, comes to Telemundo62 from Spanish-language station WUNI in Boston, where he served as a multimedia journalist and fill-in anchor.

 

 

 

 

 

 

 

 

Marianne Gambelli, a veteran media buying and selling executive, will be taking over as president of advertising sales at Fox News Channel and Fox Business Network.Previously, Gambelli spent five years as chief investment officer of media agency Horizon Media.Before that, she was at NBCUniversal for 22 years, becoming president of sales and marketing. Gambelli takes over for Paul Rittenberg, who had been at Fox News since its inception in 1996.

 

 

 

Spanish Broadcasting System, Inc. announced that Donny Hudson has been named General Manager and Vice President of SBS Miami supervising all operations at WXDJ-FM (EL NUEVO ZOL 106.7FM), WRMA-FM (RITMO 95.7FM), WCMQ-FM (ZETA 92.3FM), and the LaMusica app. The appointment is effective immediately.Mr. Hudson has been with SBS for eighteen years and previously held various managerial positions including SVP of Sales, Local Sales Manager, and Director of Local Sales.Prior to joining Spanish Broadcasting System (SBS), Hudson served as EVP of Sales for America CV Network/ America TeVe.

 

 

 

 

Stuar Kronauge has been promoted to business unit president of USA Operations and senior VP of marketing at Coca-Cola. Most recently, She was co-head of marketing for Coca-Cola trademark brands and will continue to also be responsible for brand and strategic marketing.

 

 

 

 

Chantel Lenard is leaving her position as executive director of U.S. marketing for Ford Motor Co., a position she has held for the past two years. She has been with Ford for more than 25 years.

 

 

 

 

Tony Gonzalez has joined Fox Sports as a studio analyst for the upcoming NFL season. He will appear each Sunday on Fox’s hour-long NFL pre-game show Fox NFL Kickoff. Gonzalez, a 14-time NFL Pro Bowl selection played 17 years in the NFL. He was previously a regular studio analysts for the CBS NFL pre-game show The NFL Today.

 

 

 

 

 

ABC Financial (ABC) has announced the addition of Marcelo Aller as Regional Sales Manager.  With more than 15 years of B2B professional sales experience in the fitness industry, Aller brings with him a proven sales record with both inside and outside sales experience. His English/Spanish bilingual ability will contribute to the continued growth and success of ABC as they enter into Mexico’s software and payment processing market this summer.

 

 

 

Finn Partners has named David Shane as senior partner and deputy MD of its West Coast operations. Shane will be based in LA and report to managing partner Howard Solomon.  Previously, he held senior positions with various brands including Comcast, International Creative Management and HP, where he served as VP of corporate external communications.  Finn Partners is an independent PR firm with approximately 500 employees throughout its 11 subsidiary companies.

 

 

 

Levick’s longtime senior executive Melissa Arnoff has exited the agency.She was most recently SVP and practice chair of corporate communications. Arnoff worked at Levick for more than 12 years, joining in 2004. Previously, she was a VP at RMR & Associates.

 

 

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