Tag

UM

Browsing

What: A summary of the most relevant consumer insight research in the U.S., U.S. Hispanic, and Latin American markets.
Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.

 

  • According to Viant’s people-based platform, which consists of more than 250 million registered users, Game of Thrones fans’ liquor preferences have changed since 2017. Namely, they’re 11% less likely to buy Bacardi, 12.8% less likely to buy Johnnie Walker, 6.2% less likely to buy Grey Goose and 2.8% less likely to buy Absolut. These days, GoT viewers are 21% more likely to buy Jameson, 19% more likely to buy Tito’s and 14% more likely to buy Malibu compared to non-viewers of the show.

 

  • Media agency UM has released the results of its 10th “Wave” study, which tracked more than 56,000 active internet users across 81 countries, evaluating trust in social media. Only 8% of internet users believe that the bulk of information shared on social media is true, dropping to 4% when it comes from influencers. According to 12% of global respondents, even governments are more trustworthy than most celebrity influencers (in the U.S. this number falls to 6%).

 

  • According to a study by DoSomething Strategic, which surveyed 1,908 DoSomething.org members ages 13–25 about their awareness of 88 retail and consumer brands’ support of social causes, platforms and issues, 66% of young consumers say that a brand’s association with a social cause positively influences their overall impression of the brand, and 58% say this association will affect their likelihood of purchasing that brand. However, an average of just 12% of respondents had “top of mind” associations between brands they were familiar with and a social cause of platform.

 

  • A new Consumer Technology Association (CTA) study shows that almost one-third (31%) of U.S. homes now own a smart speaker, up from 8% three years ago. Smart appliances (light bulbs, thermostats, home security, cameras, and robotic vacuums) are owned by 17% of the households. CTA projects that smart home devices will see the largest gains in household adoption next year. In wearables, smartwatch adoption grew 5% to reach 23% of households and fitness trackers grew 4% to reach 29% of U.S. households.

 

  • According to a new Pew Research Center survey, most U.S. adults (66%) are satisfied with the racial mix in their area. A majority (54%) says children should go to local schools, even if that results in most schools being less diverse. Fewer (42%) say children should go to schools that are racially and ethnically mixed, even if that means some students go to school outside of their local community.

 

  • A recent Nielsen survey of over 20,000 consumers shows that buying local has high awareness among U.S. consumers, topping the charts at 46%. However, not all consumers agree on what “local” means. Nielsen found that the highest agreement for a definition was for shelf-stable goods, with 34% of respondents saying products in this category can be local as long as they come from within the U.S. When asked about which products consumers really care about buying local, produce tops the list, as 58% of respondents said that buying local produce is important to them. The majority of consumers also say local is important when it comes to bakery, eggs and food service.

 

 

 

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!)

 

iProspect has promoted Brittany Richter to SVP, Head of Products and Services. Reporting to Michael Gullaksen, Chief Operating Officer at iProspect US, Richter is responsible for overseeing the delivery of all products and services at the agency, including search, social, SEO and display.

 

 

 

 

Iván Adaime has been appointed CEO of ImpreMedia. He previously occupied the position of Executive Vice President, Digital. Adaime succeeds Gabriel Dantur, who led the company since January 1, 2016.

 

 

 

 

 

Romina Rosado has been promoted to SVP, Digital Media at Telemundo, barely three months after joining the company as SVP of Noticias and Digital News. She’ll now lead digital, social, and mobile experiences for Hispanic audiences in the U.S. and abroad. Meanwhile, Borja Perez, who previously filled this role, assumes the newly-created position of SVP, Revenue Strategy, and Innovation.

 

 

 

Ogilvy has appointed Piyush Pandey to the role of Global Chief Creative officer, replacing Tham Khai Meng who was dismissed earlier this year following an internal investigation. Pandey is chairman of the group’s India office and will retain his current responsibilities but will also be tasked with upping the quality of creativity across the  Ogilvy network. He will remain based in Mumbai.

 

 

 

 

Lynn Lewis has been appointed UM‘s new U.S. CEO, confirms the division of IPG Mediabrands. Lewis, who has worked at the shop for 15 years and held multiple positions, most recently served as UM’s East Coast regional president and global CMO.

 

 

 

 

Nigel Vaz, chief executive EMEA and APAC for Publicis.Sapient, is to succeed Sarah Golding as the president of the Institute of Practitioners in Advertising (IPA). Vaz will pick up the mantle from Golding, who is chief executive and partner at The &Partnership, when her two-year term comes to an end in March.

 

 

 

 

After almost four decades with Unilever, Chief Marketing Officer Keith Weed is to retire from the business. Weed will leave the role in May next year. Unilever has not yet announced a new CMO.

 

 

 

 

 

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!)

Whistle Sports has appointed Joyce Parente, as the company’s new SVP of marketing brand partnerships. Under her guidance, Whistle Sports aims to ramp their branded content efforts with existing clients like Nike, Marriott and Gatorade and expand the companies client roster.

 

 

 

 

 

VaynerMedia has hired Aaron Kovan, former executive vice president and head of integrated production at McCann Worldgroup, as its first-ever chief production officer. As VaynerMedia’s chief production officer, Aaron has oversight over production there, as well as its studio, VaynerProductions.

 

 

 

 

 

Anne Hoffer has been hired by Marketing technology and services company Adaptly as senior vice president of revenue. She wove her career through some of the world’s best training grounds, such as Viacom, ESPN, Apple, and Snapchat.

 

 

 

 

 

 

UM has announced  Jason Rosenbaum as its latest global financial officer. Rosenbaum will manage the global profit and loss statement, build relationships with regional and global UM leaders and serve as a business partner for UM capabilities.

 

 

 

 

 

 

Kathleen Donald has been appointed the new chief marketing officer at Laser Spine Institute. Donald will lead all aspects of brand development, including direct marketing, advertising, internal communications, public relations, stakeholder engagement and strategic planning.

 

 

 

 

Nathan Woodman has been hired by Havas Media as their new U.S. chief data officer. Nathan was the GM of demand and SVP strategic development at IPONWEB for the past three years.

 

 

 

 

 

 

MXM, the New York-based digital agency that was acquired by Accenture Interactive this year, is taking Bill Hughes as creative operations director. Hughes will be responsible for all aspects of the agency’s creative operations, including talent acquisition, management and retention.

 

 

 

 

 AppLift, a leading mobile ad tech company, has just welcomed Tim Kelly as vice president, demand, West. Kelly will oversee business development and account management of the West Coast teams, while working with team members and clients at an international level.

 

 

 

 

 

AppLift has also announced Marcus Imaizumi as the Head of the LATAM Team.  With more than 17 years of leadership experience, Marcus will focus on the development of the mobile app economy growth across LATAM.

 

 

 

 

 

Debra Lee, chairman, and CEO of BET Networks is leaving the company after 32 years.

 

 

 

 

 

 

Chloe Gottlieb, the co-U.S. chief creative at Interpublic Group of Cos.-owned agency R/GA, is leaving the agency to become a director of user experience at Google.

 

 

 

 

Former Xerox executive Kevin Warren has been hired by UPS as chief marketing officer. Warren will handle product development, pricing, communications, loyalty and PR among other business functions.

 

 

 

 

 

Lowe’s has announced  JCPenney CEO Marvin Ellison as its new chief executive. He will start at Lowe’s on July 2, replacing retiring CEO Richard Niblock.

 

 

 

 

 

Kimberly Evans Paige has been appointed the new chief operating and brand-building officer by the Amityville-based hair care and skin care company, Sundial. Kimberly had previously worked at Coty, Coca-Cola and Procter & Gamble and will run Sundial’s operations, including the supply chain, marketing, and sales.

 

 

 

 

Univision has hired former Media General top executive Vincent Sadusky as the company’s new CEO, replacing Randy Falco. Vincent is scheduled to start the new job on June 1.

 

 

 

 

 

What: UM, part of the IPG Mediabrands, launched the results of their annual ‘Wave’ study for the ninth year, revealing interesting data on social media use worldwide and highlighted the importance of captivating consumers’ attention through listening to their emotional needs and understanding micro-moments.
Why It Matters: The ‘Wave9’ study surveyed 52,000 people in 78 countries, and found that in Latin America, social media and digital platforms are increasingly influencing popular opinion, shaping purchasing patterns, and becoming means of self-promotion. The study also revealed significant growth of smart TVs in the region.

UM has released its annual Wave study for the ninth year in a row, this time looking at 60 billion online interactions and surveying 52,000 people in 78 countries. The study seeks to identify opportunities for brands to develop effective messaging for consumers through determining how they are using social media and momentsdigital platform use.

According to the study, consumers’ expectations of brands are higher than ever thanks to the fact that they place a high premium on immediacy in their lives: 85 percent of global respondents say they use instant messaging to be immediately connected with family and friends. Brands that prioritize convenience and bringing consumers immediate solutions like Netflix, Amazon, Spotify and Uber have found success this way. The study also found that consumers’ desire to share content related to brands has grown by 15 percent.

LATAM Users Increasingly Connected to, Influenced by Social Media 

The study found that in Latin America, 51 percent of social media users confirmed that they are influenced by opinions shared online. This number reached 55 percent in Mexico and Colombia.

81 percent of LATAM users primarily use Facebook to stay connected with friends compared to 60 percent worldwide, and 70 percent say that the platform affects their opinions.

But YouTube is catching up: in Chile 51 percent of consumers claimed that it influences their opinion, and 56 percent say that it enriches conversation. 67 percent of Latin American respondents said that to them, YouTube is a new way of watching television.

84 percent of the Latin American social media users spend most of their time actively administering their profiles, and compared to seven years ago, people are 40 percent more likely to consider social media as a space for fun and entertainment, and 30 percent more likely to see them as a page to promote themselves. 59 percent also reported feeling anxiety when they cannot connect to Internet.

Mario Mejía, Comms Strategist Lead at MB LATAM, added that “apart from being fun, social media platforms are sources of content that can generate conversations among friends and differentiated terrain, meaning that they are increasingly important in strategies for connecting with consumers.”

Smart TVs Making their Mark in the Region

67 percent of Latin American users affirmed that they would be happy if they could start watching television primarily through their social media platforms. Among digital users, there is a 51 percent penetration of smart TVs in the region (53 percent in Argentina).

“We knew that online TV was growing, but we were surprised that so many already have a smart TV in their homes,” Mejía said.

‘Why’ Moments Help Brands Understand Why People Share

To better understand why and when people buy and what drives stronger connections between consumers and brands, the Wave study looked at “why” moments. Mejía explained: “We started to connect the information from our study to understand the moments that matter most: moments in family, breakups, the formation new relationships, financial achievements, hobbies — significant moments in different categories. We looked at all of them to understand how they made people share online.”

Wave’s goal was to understand the moments that consumers associate with purchasing and the emotions that drive them. In Latin America, the two emotions associated with purchasing are ‘intrigue’ and ‘happiness.’ The study also found that in moments associated with purchasing, 17 percent of LATAM respondents said that they will spend more time researching products, and 18 percent of them use social media to build their weekly purchases, indicating just how important a role social media plays in Latin American consumers’ daily lives.

“With respect to intrigue, there is a great communications opportunity for brands to use their content to awaken that very emotion in customers. It’s not only an opportunity in the points of contact, but also for the content and messaging that brands are developing. It helps us prioritize and understand our consumers,” Mejía said.

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.

Check out Portada’s Interactive Database of Corporate Marketers and Agency Executives with newly introduced upgraded features (see details at the bottom of this article). 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322 or e-mail her at silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Delta Air Lines

descarga (3)Delta Air Lines has selected Atlanta-based agency Moxie, part of Publicis Media, as its new social media agency following a competitive review. Moxie will manage social efforts, including strategy, content creation and analytics, across Delta’s core channels: Facebook, Instagram, LinkedIn, Twitter and its “Taking Off” Tumblr page. Media was awarded to Omnicom’s PHD in April. Last year it consolidated global digital duties with WPP’s AKQA.

 

  • BMW

DejX49rF_400x400IPG’s UM is retaining BMW’s US$300 Million U.S. media account after the carmaker decided to keep its U.S. media agency assignment following a 14-month review that began in May of 2015.BMW spent about US$185 million on ads in 2015, according to Kantar Media.UM won the account in 2009.

 

 

 

 

  • Fantástico 

CnWxExCWIAAnnFjFantástico, the free, hyper-local, mobile-optimized site that provides Latino consumers with a ticket-purchasing experience that is entirely in Spanish from homepage to checkout, announced it will launch its first consumer ad campaign in the New York market next week. The campaign, a comprehensive Spanish language grassroots effort that includes subway ads, digital, street teams and branded promotional materials, will target Hispanic consumers looking to purchase tickets on the mobile devices they use the most and in the language they speak. The advertising features a contest with weekly prizes of tickets to popular events.Fantástico was introduced last month into the New York market by Schramm Marketing Group, the marketing agency specializing in multicultural marketing and ticket sales promotions. The website, www.Fantastico.nyc, caters to the region’s large Spanish-speaking community in the nation’s sports and entertainment capital. The campaign will specifically target this demographic with strategically placed advertisements on select platforms and trains of the number 7 subway line, which is heavily populated with Hispanic commuters as well as New York Mets game attendees en route to CitiField in Flushing Meadows, Queens.

  • FullSix Media by Havas

images (1)Havas Group is launching FullSix Media, its third full-service media network operating alongside flagship Havas Media and Arena Media. The new network, dubbed FullSix Media, was created on the foundation of FullSix Group, a Paris-based digital marketing services shop it acquired last year for $75 million.The new network, which launches Sept. 1, integrates FullSix with Havas’ preexisting Forward Media unit, to form a new global media services practices with operations across Europe, Latin America and the U.S, Mediapost reports.The new entity will be headed by FullSix Group Founder and CEO Marco Tinelli, former WPP exec.Tinelli joins the Havas Media Group’s executive committee.

  • Coronado Brewing Co.

imagesIndependent creative agency Grupo Gallegos  has been named creative AOR agency for Coronado Brewing Co., a San Diego-based brewery that continues to define West Coast craft beer. The appointment followed a competitive review.Sources close to Coronado Brewing Co. told Portada that the company does not work with a media agency. The agreement with Grupo Gallegos does not include traditional media buying, but brand activation.Coronado Brewing Co.’s beers are currently sold in 19 states, including California, Arizona, Colorado, Connecticut, Florida, New York, New Jersey and Nevada, as well as internationally. In May, Grupo Gallegos was named digital and social agency of record (AOR) for Hass Avocado Board. In addition, the agency is AOR of California Milk Processor Board, TurboTax and Foster Farms, among others. Grupo Gallegos is also a roster agency for Kia Motors America, focusing on the Hispanic market.

  • GlaxoSmithKline Consumer Healthcare

4f04e6a303341df5bbe81beafdf29f33_400x400GlaxoSmithKline Consumer Healthcare consolidated its global agency roster to nine shops across advertising, digital, content, PR, expert marketing and shopper marketing to support its brands.Edelman has been appointed for content and PR.Media will continue to be managed by Omnicom’s PHD and WPP’s GroupM.

 

INTRODUCING 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 Sales 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.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

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!

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 CORPORATE 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!

 ::: Coca-Cola – UM,Starcom Mediavest, Ogilvy&Mather  ::: MEC- Mabe ::: McDonald´s/ Argentina ::: Gap – Lowe Ginkgo ::: Agency Made –  Jose Cuervo Especial ::: “Siblings”/ Go-Gurt, General Mills :::

  • Coca-Cola/ Global

imagesUM has displaced Publicis Groupe’s Starcom Mediavest as Coca-Cola’s main media agency. Starcom is still on the roster and a new addition is Ogilvy, which Coke wants to help with planning. Coke spends over US$400m in the US. Starcom, WPP’s MediaCom and Carat will still work on Coke business outside the US. In Mexico, MediaCom is in charge of buying and planning media for Coca Cola.

  • Mabe/Argentina

RNrtsl4U_400x400MEC, the media agency owned by WPP Group, has announced that its Argentinian subsidiary will work for Mabe. The multinational production, design and distribution of home appliances company has chosen the agency to develop its media strategy in time for the brand’s relaunching. Eric Caamaño, client service director of MEC, will lead the team that will work with the new client. Along with him, Valeria Guarrochena, director of MP&B; and Maria Cecilia Terrana, account director, will take care of developing strategic planning, negotiation and recruitment of media spaces for Mabe. Mabe joins the media agency portfolio brands like Toyota, Sony , Musimundo, Freddo, Energizer and Netflix, among others.

  • McDonald´s/ Argentina

Colección libros_20000 Leguas Viaje Submarino_Cajita Feliz Colección libros_Rapunzel_Cajita FelizMcDonald’s has launched a new collection of books with its Happy Meal to promote reading as a fun activity for kids. McDonald’s Happy Meal includes 6 options of illustrated books with classic tales and educational content to encourage the habit of reading in children. Each story also brings an stickers and a cardboard accessory to build the characters and continue creating histories in family. Through McDonald’s Happy Meal children will discover 4 classic tales known as Los hermanos Grimm, Verne, Quiroga e Hinojosa, and 2 educational content books, illustrated in a fun and engaging way.The titles are: : Rapunzel, 20.000 Leguas de Viaje Submarino, La Tortuga gigante, Las orejas de Urbano, Jugando con momias y pirámides and Jugando con castillos medievales. As a result of 2014 McDonald’s books programs and so far in 2015, more than 7,5 million have been already delivered throughout Latin America through the Happy Meal. The aim of this program is to foster in children an essential habit for self-education: reading. The company will launch monthly a different title in an Interactive Digital Book through its “McPlay” app, where children can discover and read more than 12 titles.

  • Gap/Uruguay/Paraguay

fXXYC2sI_400x400The renowned clothing store Gap has picked  Lowe Ginkgo as its agency in Uruguay and Paraguay, to handle communication. The agency will provide communication services, creative campaigns, productions, digital channels and media management in the Uruguayan and Paraguayan markets. In the latter, Lowe Ginkgo has been working for almost  a year. Gap has two stores in Uruguay and one in Paraguay.

  • José Cuervo Especial/ México

Untitled_1_400x400Agency Made, led by Yosu Arangüena and Cristian Rocha, has won the Jose Cuervo Especial tequila account. After two years working for Casa Cuervo with its Kraken and Boost products,the agency adds the flagship brand to its clients portfolio.Other clients are Fiat, Alfa Romeo, Kraken, Boost, Dormimundo, Playboy, Stabilo, Baby mundo and Museo de Memoria y Tolerancia.

  • “Siblings”/ Go-Gurt, General Mills

descarga (6)Bromley multicultural agency has released its latest commercial for the kids’ yogurt brand Go-Gurt, of General Mills, before closing  its offices on July 31, after almost 34 years of publicity work. The effort was directed by Santiago Chaumont, of Madrefoca producer. ”Siblings” shows the fanciful confrontation between a giant teddy bear and a masked warrior, with imagination as the core of the message.

Xavier Mantilla is the new SVP Multicultural at UM. Mantilla will work across all UM clients and also work at Identity across all IPG agencies. Portada interviewed Mantilla, a veteran in both the U.S. Hispanic and Latin American advertising and media markets, about his new position and the challenges ahead.

Portada: What will your main function be as SVP Multicultural at UM?
Xavier Mantilla, SVP Multicultural.: “The position is to work across all UM clients and also work at Identity across all IPG agencies to create best practices, more coordination and research support and most importantly best practices across all our clients for more in-depth work on the Multicultural arena in all media types with a focus on Digital.”

Portada: What accounts will you be working on both at UM and Identity (plus we understand that you will continue servicing Sony Pictures for Latin America)?

Xavier Mantilla, SVP Multicultural, UM
Xavier Mantilla, SVP Multicultural, UM

X.M.:  “As my position is not only a UM position but part of Identity, our charge is to be the Multicultural layer across all IPG agencies. So from a UM side, it’s every UM client in North America, but from Identity it opens the door to work with clients at Initiative, BPN and every media agency in the IPG family (ID Media and others in that space). My work will be directly with Deidre Small-Landau who heads Identity and so it’s really about making sure every IPG company is thinking about Multicultural and being best-in-class. This is very exciting and I am happy to be a part of Identity.”

How will you develop Identity’s multicultural (digital) business?
X.M.:  “Identity is a layer of rich experience within IPG. What our aim has become from the digital side is to enhance the bases, strengthen the knowledge and work seamlessly with partners that we are already engaging across the various agencies. We are finding out what national partners have strength in Multicultural, as well as test and learn to make sure we have best in class across every IPG agency. The days of single, stand-alone partnerships will not do as we want to increase efficiency and work across the partner sphere and find the sweet spots in each relationship, and develop these relationships that better serve our clients. In a true sense it’s a win-win for everyone.”

it’s really about making sure every IPG company is thinking about Multicultural and being best-in-class.

Mediabrands’ Magna Group has made inroads into programmatic trading how, if at all, is multicultural media buying being integrated?
X.M.: “As my role with Identity is a MediaBrands role, our first order of business has been to work with the Magna team, our Audience Platform and our programmatic solutions to be able to have the best in class. There has been a great start of conversations as well brining in the IPG MediaLab that allows us to test and find solutions to every agency in the IPG family. This is strength in numbers, and our clients benefit, plus benchmarking and excellence, so Magna’s role is crucial in this endeavor.”

Will Mediabrands Magna Group also include a group of Hispanic media properties in its automated media buying program ? (Last year it announced a partnership with some English-language cable channel, radio and TV networks in order to develop a “programmatic buying approach”.)
X.M.:
 “As I mentioned before, Magna is part of our structure and along with the IPG MediaLab the ultimate goal is to include properties that can give us concrete results and scale. And this would be reflected across all our planning and buying and so it would be across the multiple media types, but again, this is a process so we are in the early stages to get there. This is the start of something that we believe will be very different from what other media agencies are doing and we plan to really research, and showcase our findings. J3 has started their research and we are a part of it, so folks like Liz Medina at J3 are what make this exciting from a research and results level, as well as all the great research that Deidre and the Identity team already have in place and are currently working on -more news will come on this front from her soon.”

You are very experienced in both the Latam and USH markets: Where do you see the main differences between the Latin American – Miami marketplace and the U.S. Hispanic marketplace?
X.M.::”
I think the differences are marked between both markets. Tony Ruiz would always say – in Latam, that is the general market, while here we an integral part of the general market, not a sub-market. I always agreed in that description as work in the region can be focused on a particular country and all the media is “general market” so there is no question of acculturation or if the ad has to have Latin insights or not. Also the Miami marketplace is very much a re-seller market, in difference with Multicultural that you work with the partners themselves. This is because of the strong relationships that the re-sellers (companies that represent and sell media from various entities) have had with the ad agencies. This is an interesting model as it really does not work in-country (in countries of Latin America we buy directly from media properties who are our partners) but Miami has always had this interesting wrinkle. So it is an unusual market and I think as programmatic grows and we become more interconnected – it will be interesting to see how the Miami market will evolve, it’s definitely worth watching!”

What: Mastercard said it will continue working with IPG’s UM Mediabrands as its media agency in Latin America.
Why it matters: UM is responsible for the media planning and buying of digital and traditional media in the region.

mastercardMasterCard announced today that UM, IPG Mediabrands group’ global communications network, will continue as their official media agency in Latin America, following the recent media buying and planning pitch that the company led.

UM struggled to maintain its position as the MasterCard’s official media agency in Latin America and will continue to be in charge of both planning and buying for traditional and digital media  in the region.

“We are very happy for this UM achievement in Latin America, it gives us great satisfaction to continue working closely with MasterCard and still be its’ business partner in Latam,” said Paul Rodriguez, President of IPG Mediabrands Latam.

UM has more than 130 offices across 100 countries and over 4,800 professionals committed to the development of creative, strategic and unique campaigns to each client. UM’s clients include: Brown-Forman, Chrysler, Coca-Cola, ExxonMobil, Hershey’s, Johnson & Johnson, L’Oreal Paris, MasterCard, Microsoft and Sony.

 

What: According to Jorge Laverde, Head of Marketing Latin America at Nokia Services y Devices -the unit that recently was bought by Microsoft – Nokia’s Latin American Advertising expenditures will double or even triple in the medium term.
Why it matters: Ad investment could climb to up to US $240 million from currently US$ 80 million a year. It is not clear yet whether there will be agency consolidation.

Jorge Laverde, Marketing Head Latin America at Nokia, tells Portada that he expects Microsoft to substantially support Nokia Services and Devices advertising expenditure in Latin America over the coming years. Currently Nokia spends approximately US $80 million annually advertising in Latin America. Laverde expects this figure to climb to between US $160 million and US $240 million as a result of the recent Nokia acquisition by Microsoft.

Jorge Laverde
Jorge Laverde, Marketing Head Latin America, Nokia

“For some time, there has been a process of cooperation and alignment between Microsoft and Nokia. Microsoft has already supported Nokia’s Latin American advertising campaigns. Going forward there are 8 countries worldwide, where Microsoft will substantially support Nokia campaigns. In Latin America they are Brazil and Mexico.”

Nokia Services and Devices will be integrated into Microsoft as a business unit. Laverde emphasizes that with the transaction Microsoft has acquired the know how of Nokia Services and Devices 32,000 employees as well as of Nokia’s agencies. He expects very few layoffs as a result of the merger. “Particularly sales and marketing is an area where we are not looking to eliminate positions.”

Advertising expenditures will particulary grow in the Mexican and Brazilian markets.

Agency consolidation?

Laverde tells Portada that the acquisition of Nokia Services and Devices by Microsoft will be closed during the first quarter of 2014. He does not expect any changes in terms of the agencies Nokia uses in Latin America until April of 2014. At that point, “we could go one way or the other,” he notes. On one hand, Nokia Services & Devices may continue with its current agencies as a unit of Microsoft.  On the other hand, he notes, it is possible that some agency tasks migrate to Microsoft agencies as Microsoft may want to consolidate the Nokia business into some of its existing agency relationship (UM plays an important role as Microsoft media agency for Latin America). Nokia’s main agencies in Latin America are Carat for media, JWT for creative and Wunderman for digital.

Major player in the Latam phone market

Laverde says that, from a consumer standpoint, the purchase of Nokia Services & Devices is a very positive development. The transaction merges the financial muscle of Microsoft with Nokia’s know how. Windows, which is carried by Nokia-Lumia, is the second most used mobile operating system in Latin America after Google’s Android. “Windows phone market share has actually increased in several Latin American markets, including Mexico and Colombia,” Laverde says.
Due to the relatively low penetration of smartphones in Latin America, Nokia’s Latin American cell phone market share is very high. In sales volume smartphones amount to 35% of the overall Latin American phone business. That ratio is at least 15 percentage points higher in the U.S. and Europe.

What? UM won Hershey’s Media buying and planning account, previously held by OMD.
Why it matters: The Hershey company spends more than US $500 million in media in the U.S. only and is growing substantially overseas, particularly in Latin America. Interestingly, the Hershey account will be included in Initiative(UM’s) recently announced Programatic Trading program. Initially in North America (including U.S. Hispanic market), Puerto Rico and Mexico.

Hershey'sThe Hershey Co. said it has switched ad agencies after an eight-month review process, hiring New York-based Universal McCann for all of the chocolate giant’s global paid media planning and buying. The assignment includes all paid media, including TV, print, digital and Hispanic for the U.S.–the company’s largest market–as well as Hershey’s growing international businesses. Key growth markets include China, Mexico, India and Brazil. Hershey has previously worked with OMD.

The company spends an estimated US $500 million in measured media in the U.S. alone. Global spending wasn’t immediately available but the company said on a recent earnings call that it planned to spend 20% more on ads in 2013. That’s after a significant hike in spending last year.

Inclusion in new Programmatic Program, also for U.S. Hispanic

IPG Mediabrands last week announced that it has formed a consortium of ‘like minded companies’ including A+E Networks, AOL (including Adap.tv), Cablevision, Clear Channel Media and Entertainment, to work with MAGNA GLOBAL to create an end-to-end, integrated programmatic-buying business model. The arrangement will allow IPG Mediabrands access to Consortium members select media and data, and the inventory will include display, video, mobile, digital out-of-home, radio and TV, some of which hasn’t been previously available to buy programmatically before. Sources at UM/Mediabrands in Miami tell Portada that Hershey’s will be included in the recently announced program. This will gradually also be done for the U.S. Hispanic market as well as for Puerto Rico and Mexico. Later on, the programmatic buying roll-out will include the rest of Latin America.

Join us at PORTADA Mexico!

 

What? UM won Hershey’s Media buying and planning account, previously held by OMD.
Why it matters: The Hershey company spends more than US $500 million in media in the U.S. only and is growing substantially overseas, particularly in Latin America. Interestingly, the Hershey account will be included in Initiative(UM’s) recently announced Programatic Trading program. Initially in North America (including U.S. Hispanic market), Puerto Rico and Mexico.

Hershey'sThe Hershey Co. said it has switched ad agencies after an eight-month review process, hiring New York-based Universal McCann for all of the chocolate giant’s global paid media planning and buying. The assignment includes all paid media, including TV, print, digital and Hispanic for the U.S.–the company’s largest market–as well as Hershey’s growing international businesses. Key growth markets include China, Mexico, India and Brazil. Hershey has previously worked with OMD.

The company spends an estimated US $500 million in measured media in the U.S. alone. Global spending wasn’t immediately available but the company said on a recent earnings call that it planned to spend 20% more on ads in 2013. That’s after a significant hike in spending last year.

Inclusion in new Programmatic Program, also for U.S. Hispanic

IPG Mediabrands last week announced that it has formed a consortium of ‘like minded companies’ including A+E Networks, AOL (including Adap.tv), Cablevision, Clear Channel Media and Entertainment, to work with MAGNA GLOBAL to create an end-to-end, integrated programmatic-buying business model. The arrangement will allow IPG Mediabrands access to Consortium members select media and data, and the inventory will include display, video, mobile, digital out-of-home, radio and TV, some of which hasn’t been previously available to buy programmatically before. Sources at UM/Mediabrands in Miami tell Portada that Hershey’s will be included in the recently announced program. This will gradually also be done for the U.S. Hispanic market as well as for Puerto Rico and Mexico. Later on, the programmatic buying roll-out will include the rest of Latin America.

Join us at PORTADA Mexico!