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

For prior Sales Leads editions, click here.

 

  • FCA

Detroit will again show off the colors of the rainbow this weekend (June 8-9), celebrating lesbian, gay, bisexual, transgender and questioning (LGBTQ) culture at Motor City Pride, an annual two-day festival and parade that is the largest LGBTQ gathering in Michigan.As a key sponsor of the festival and the lead sponsor of the parade, FCA US LLC and the FIAT brand will celebrate their longstanding commitment to LGBTQ employees, communities, customers and issues.A specially-wrapped 2019 Fiat 124 Spider, the brand’s Italian-designed, fun-to-drive roadster, will serve as the grand marshal vehicle of the Motor City Pride parade, which starts at noon on June 9 and ends at Hart Plaza. An additional 2019 Fiat 124 Spider and a specially-wrapped new 2019 Fiat 500X will accompany the grand marshal vehicle in the parade. GALA is one of seven Business Resource Groups at FCA US representing a range of affinity communities: African-American, Hispanic, Asian, LGBTQ, Veterans, Native Americans and Women.FCA US Business Resource Groups are employee-directed and individually and collectively pursue initiatives that enhance the FCA US work culture by focusing on career development of members, celebrating multicultural differences and bringing value to the Company and external communities through volunteer, charitable and strategic activities.

 

 

  • Wrangler

Wrangler has appointed Mother New York as its global creative agency of record, following a review handled internally by the brand. Mother New York will handle branding development and communications strategy development globally, spanning channels including broadcast, digital, OOH and print. The review followed parent company VF Corporation announcing it would spin off Wrangler and Lee into a separate company. Mother New York will work alongside Wrangler’s lead media agency Publicis-owned Starcom and French West Vaughn, its public relations and social media partner.Wrangler spent US$40 million on measured media globally in 2018, according to consultancy R3.

 

 

 

  • The Camila Coelho Collection

Fashion influencer Camila Coelho announced her own eponymous fashion label. The Camila Coelho Collection caters to a diverse set of women, which Coelho said is reflective of her home country of Brazil.The Camila Coelho Collection debuts with a whopping 70 pieces, prices of which range from US$88 to US$398. The line is inspired by Coelho’s Brazilian roots, incorporating strong sleeves, floral prints, tropical prints and linens. Coelho found an exclusive retail partner in Revolve, with whom she’s been working for about four years. The partnership will remain exclusive through 2021.“Influencer marketing is at the core of our overall brand marketing strategy,” said Raissa Gerona, Revolve’s chief brand officer. Later this summer, Coelho will make the collection available on her web site. Through her own direct-to-consumer platform, Coelho will be able to ship the collection worldwide. She will promote the pieces on the label’s own feed, @CamilaCoelhoCollection, as well as her own.Coelho has been named one of the fastest-growing beauty influencers in America. Across YouTube, Facebook, Instagram and Twitter, her demographic is 54 percent Caucasian, 28 percent Hispanic, 7 percent Asian and 5 percent Black. It is 85 percent female and 15 percent male.

 

  • William Hill

William Hill, a bookmaker based in Wood Green, London, England, has appointed Interpublic’ MullenLowe and Dentsu Aegis Networks’ 360i as US Creative and Media AOR as part of the brand´s US expansion.The appointments follow two separate reviews, media and creative, that were managed by London consultancy Creativebrief.MullenLowe, 360i and Creativebrief all declined to comment and London-based William Hill did not return multiple requests for comment.The company had already been working with U.S. agencies MDC Partners’ Anomaly on creative and the larger Dentsu network (with 360i occasionally in the mix) on media, according to the people.William Hill is one of the world’s leading betting and gaming companies and trusted brands in the industry.

 

 

 

  • CVS

 

CVS will open 1,500 HealthHUB stores by the end of 2021, the company announced.The HealthHUBs are remodeled drugstores that focus more on health services and products and less on candy and greeting cards. CVS opened its first three HealthHUB locations in Houston in February. It plans to open more in Houston, Atlanta, Philadelphia, southern New Jersey and Tampa, Florida, by the end of the year.HealthHUBs include an expanded health clinic, with a lab for blood testing and health screenings. There are also wellness rooms for yoga and seminars, dietitians and respiratory specialists in the HealthHUBs.VS may tweak the designs for different markets and store sizes. For example, Hourican said stores in the Northeast tend to be smaller than the ones in Texas, so the company will need to pare it down.Like other retailers, CVS needs to figure out how to keep people coming into its stores, and health services gives consumers something they can’t buy online.

 

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

 

 

  • Pollo Campero

The flavorful chicken chain Pollo Campero announced it is opening a new restaurant in Marietta, Georgia. The restaurant, located at 260 Cobb Parkway in Marietta, is scheduled to open its doors on Sunday, June 9, 2019.The Marietta restaurant will be the third Pollo Campero in the metro Atlanta area and the second franchise for Madrid Group, Inc. Pollo Campero’s new Marietta restaurant is open for dine-in, take out or drive-thru from 10:00 a.m. to 10:00 p.m. Monday through Saturday and 10:00 a.m.through 9:00 p.m. on Sunday.Pollo Campero is a fast-casual chicken restaurant brand specialized in flavorful chicken and a wholesome menu offering both individual and family meals. Pollo Campero first opened its doors as a tiny, family-owned restaurant in Guatemala in 1971 with the goal of treating family and friends to its prized chicken recipe passed down from generation to generation. Today, there are more than 350 restaurants around the world and Campero is accelerating growth. 

 

 

  • WHCCD

West Hills Community College District (WHCCD) and Univision has partner and launched a series of spots to inform the Spanish-speaking population on the advantages and importance of a college education, along with the benefits available to help them earn a degree.A young waitress balances work and school with driving her mother to the doctor; a landscaper and father of two takes a leap of faith and enrolls for a degree, encouraged by his pregnant wife; and proud parents gather in with the rest of family, taking a photo with their daughter in her graduation robe. Their solution to tackling the problem is “Within our Reach,” a yearlong campaign of 60-second television and radio commercials showing Hispanic students balancing work and family while going to college. The message of the commercials, launched June 1, is not to glamorize higher education, but to send students a message — that the balancing act won’t be easy, but it will be worth the time and effort.These commercials will then be followed up by 20-second segments providing students with information on college classes and programs that will help them overcome barriers they might encounter. There will also be 10-second Univision spokesperson endorsements of college programs, interviews with West Hills students, live TV call centers for viewers seeking more information, and participation in Univision events.Nearly 70% the population in the West Hills District is Hispanic, which extends to Kings County.

 

  • Upfield

Dentsu Aegis Network´s Dentsu X has been named global media agency of record for Upfield, a plant-based consumer product company behind brands such as Flora, Rama, Blue Bank, Proativ, Becel and Country Crock, across Europe, Asia and North America.

 

 

 

 

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

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Donald Chesnut has been named Chief Experience Officer by Mastercard. In this newly created role, he will lead a team to support the organization’s delivery of the best possible payment experience.

 

 

 

 

 

Fran Mires has been named VP of Creative Development by the Broadcast Management Group, based in Miami. She’ll open an office for the company, where she’ll be developing original broadcast, digital and OTT programming for networks and companies, focusing on the U.S. Hispanic and Latin America markets.

 

 

 

 

 

Chris Hirst, the chief executive of Havas in the UK, has been promoted to lead the organization’s creative global network. As CEO of Havas Creative, he will oversee an international staff of 8,500, working alongside Peter Mears, chief executive of Havas Media Group.

 

 

 

 

Ford has announced that Mandy Dean has been promoted to Marketing Director, UK.  She will be responsible for product and communication marketing for Ford GB, reporting to Andy Barrat, Ford’s chairman and Managing Director for the region. Dean first joined the company in 1995 and has filled various roles since.

 

 

 

 

Carlos Moreno is now Commercial Executive Vice President at GFR Media.

 

 

 

 

 

 

 

Univision has hired Rodrigo Stockebrand as VP of Digital Analytics and SEO. He’ll be based in Miami and report to Fernando Rodríguez, SVP of Sales, Operations and Development.

 

 

 

 

 

What: Amazon has signed on to its largest ad buy on Univision Deportes, as presenting sponsor of “The Championship Week” soccer events this month.
Why it matters: As the brand continues to exert its marketing force more and more into sport, the Latino audience will become that much more valuable.

There is no secret that engaging the Latino community is going to be key for brand success more in the future than ever before. Tech and digital savvy millennials, as well as families looking to grow consumption, have to be key targets, whether they speak English or Spanish first. Also, if you are looking for an active audience with an affinity for sports, live sports even more so, then look to soccer, baseball and basketball as sports of choice.

Just ask Amazon (@amazon).

As the brand continues to exert its marketing force more and more into sport, the Latino audience will become that much more valuable, and published reports this week show that strategy around sports coming full circle this month.

Amazon’s investment could signal a key shift in spending both for sport and the Latino audience.

According to Terry Lefton of SportsBusiness Journal (@sbjsbd), Amazon’s push to break through the clutter and engage with Latinos during the critical holiday retail season will be through soccer, as they have signed on as presenting sponsor of “The Championships Week” across Univision Deportes (@UnivisionSports), a two-week festival of playoff soccer combining Univision’s premier fútbol properties.

It represents Amazon’s largest ad buy on Univision Deportes.

“We’re happy to find an advertiser as important as Amazon finding value in being across all of these top-level soccer games at a very busy time of year,” said Rick Resnick, Univision senior vice president, sales marketing strategy and solutions told Lefton.

“Semana de Campeonatos presentado por Amazon,” running during the first half of December, will include the MLS Cup (@MLSchampionship game next Sunday between Atlanta United (@ATLUTDand the Portland Timbers (@TimbersFC), along with the “two-legged” finals of Liga MX (@LigaMxEngand playoff competition from the UEFA Champions League (@ChampionsLeague). Also in the package are spots during the games, a variety of shoulder programming and studio highlights shows, ranging from “Deportiva,” “Linea de Cuatro,” “Contacto Deportivo,” and “Mision Europa,” which airs from 5-6 p.m. Monday through Friday on the UniMas simulcast on UDN.

Join us at PORTADA LOS ANGELES on March 15, 2019 at the Loews Beach Hotel Santa Monica, where we will dive deep into sports and soccer marketing’s preeminent topics. Felix Palau, VP Marketing, Heineken will discuss “How to measure ROI and transfer best practices between sports marketing platforms”. Other speaking engagements include Tiago Pinto, Global Marketing Director, Gatorade who will provide answers to the question: “Will Corporate America jump on the soccer opportunity?”Attendees will also be able to benefit from Portada’s meet-up service of three-eight-minute meetings with top brand executives!

“When you look at this package it is a great buy across a wide demo of soccer fans, from those with a passion for MLS to those who look more regionally and globally,” said Chris Lencheski, veteran sports marketer and professor at Columbia University. “While we don’t see Amazon yet buying streaming rights for these properties, they know the growing brand power that fútbol has and they are going right to a targeted and passionate sweet spot. If it’s successful, and there is no reason it won’t be, it could be a turning point for brands who still struggle to engage the Latino fan, be it in English or Spanish.”

While consumer brands like a Modelo (@ModeloUSAor Budweiser (@Budweiseror Goya (@GoyaFoodshave found fútbol a key engagement spot, tech and media brands have yet to make a wide push, preferring conservative spends. Amazon’s investment could signal a key shift in spending both for sport and the Latino audience, one which has been a long time in coming away from mega events like World Cup.

If it’s a win, it’s a trend to watch for 2019 and beyond, and might be the long rumored shift for brands to get more engaged with the demo, one which is clamoring for wide engagement.

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Cover Image: Flickr/Craig Dietrich

What: Between UFC traveling to Buenos Aires and Chile, key broadcast deals by Combate Américas, and impressive victories by Hispanic fighters, the sport of MMA continues to grow in the Hispanic market.
Why it matters: MMA companies are finding different ways to tap into the market as MMA gains popularity.

It has been a November to remember for Hispanics in mixed martial arts (MMA).

Between Mexico’s Yair Rodriguez’s (@panteraufc) devastating last-second elbow knockout of the “The Korean Zombie” Chan Sung Jung (@KoreanZombieMMA) at Ultimate Fighting Championships’s (@ufc) 25th Anniversary show, Santiago Ponzinibbio’s (@SPonzinibbioMMA) victory over Neil Magny (@NeilMagny) in his hometown of Bueno Aires in UFC’s first show in Argentina, and the return of Tito Ortiz (@titoortiz) under Oscar de la Hoya’s (@OscarDeLaHoya) Golden Boy Promotion (@GoldenBoyBoxing) banner, Hispanics are making an impact on the sport of MMA, in 2018.

Mexico’s Yair Rodriguez headlined UFC Fight Night 139 against “The Korean Zombie” Chan Sung Jung, Ultimate Fighting Championship’s (UFC) 25th Anniversary show.

Since Cain Velasquez (@cainmma) won the UFC Heavyweight championship in 2010, MMA’s popularity has continued to increase in the Hispanic market. A 2017 Washington Post-UMass Lowell poll shows that 31 percent of Hispanics polled identified as MMA fans. Those latest numbers show a huge increase in the sport’s popularity, compared to the results of a 2011 Pew Hispanic Center (@PewHispanic) study, where MMA polled at 6.8 percent.

One of the companies capitalizing on the rising popularity of MMA among Hispanic fans is Combate Américas (@combateamericas). Founded by UFC co-founder Campbell McLaren (@campbellcombate), Combate Américas has evolved from a mun2 (@NBCUniversoreality show — that featured “King of Reggaetón” Latin Grammy award-winner Daddy Yankee (@daddy_yankee) as the show’s first commissioner, Venezuelan Latin Grammy award-winning pop duo Chino y Nacho (@ChinoyNacho ‏) as hosts and SiriusXM host El Piolin (@ElshowdePiolin) as color commentator; and gave 10 fighters in two weight classes a chance to win Combate Américas contracts — to a thriving MMA organization that is launching the careers of fighters coming out the U.S., Mexico, and South America.

“The Hispanic community has been vastly underserved in MMA, even though there are around 600 million Spanish speakers worldwide,” said McClaren to Portada-Online (@portada_online), back in March. “That is why we exist, and we want this community to feel impacted and empowered by Combate Américas. To say we are a ‘niche’ when we are serving an audience of this size, one that is about a third larger than the number of English speakers worldwide, wouldn’t be accurate. What began as a mission to serve the U.S. Hispanic audience is now a platform serving Spanish speakers worldwide.”

McClaren has built on the company’s success, increasing Combate Américas’ exposure this year by signing a 13-fight-per-year streaming agreement with DAZN (@DAZN_USA) for the U.S. English-language broadcast rights, as well as having dealt the U.S. Spanish-language broadcast rights to Univision Deportes (@UnivisionSports). Univision will air a total of 16 cards on their linear platform, with preliminary bouts streaming on UnivisionDeportes.com.

“A year ago when we began approaching television networks to air our events, we were getting in the door but not taken seriously. Some of them didn’t understand how strong our product was going to be, especially around millennials,” said McLaren. “To be able to secure this new partnership with Univision Deportes, a sports media brand that is home to the No. 1 Spanish-language sports network and has the best lineup of sports and entertainment programming, shows the immense growth that we’ve experienced within the past couple of years.”

That’s very big that they have a deal with Univision because they are reaching a huge demographic that is not exposed to MMA, that are not necessarily watching Fox Sports or ESPN
Cain Velazquez (credit: The Doppelganger at English Wikipedia)

Known more for their soccer programming, Univision Deportes’ venture with Combate Américas is their first foray into the MMA world. Univision’s immense presence in the Hispanic market has been key in helping Combate Américas expand their brand, as the fledgling MMA company continues to come into its own.

Combate Américas drew a combined 764,000 viewers on Univision and Univision Deportes for their April 13 Combate 20: Estrellas I card, compared to 403,000 viewers Bellator 197 (@BellatorMMA) drew between the Paramount Network (@paramountnet) and CMT (@CMT) network, according to Dave Doyle (@davedoylemma), MMA columnist for Yahoo Sports (@YahooSports).

“As far as exposure, they are on national TV, they are on Univision. That’s huge, Univision is one of the biggest channels out there,” said MMAFighting.com‘s Danny Segura (@dannyseguratv). “That’s very big that they have a deal with Univision because they are reaching a huge demographic that is not exposed to MMA, that are not necessarily watching Fox Sports (@FOXSports) or ESPN (@espn).”

As producer of The MMAHour, Segura has gotten an Octagon-side view of the evolution of the sport in the Hispanic market. Born in Bogota, Colombia, and raised in Florida, Segura became a fan of the sport after watching the first season of The Ultimate Fighter.

“I was first exposed to [MMA] when I first moved to the U.S. with my family. I was in middle school and that was when the first season of The Ultimate Fighter came on,” said Segura. “We didn’t have a lot of money growing up, we didn’t really have any cable or anything like that. But in the city that we lived in, in Florida, within the water bill came a small cable package, and within that package, there were a few channels and one of them was Spike, so I would just watch The Ultimate Fighter all the time.”

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Contemplating between a career in engineering or journalism, Segura started his own website while attending Florida International University (@FIU), paying his dues covering local MMA shows and interviewing champions such as Eddie Alvarez (@Ealvarezfight). Segura’s work caught the attention of MMAFighting.com’s Luke Thomas (@lthomasnews) and earned a part-time job working for the website while he finished school.

“I was thinking about doing engineering and I was taking some math classes, while I was doing my media stuff on the side, on my free time,” said Segura. “I had to make a decision whether I wanted to continue with engineering or do media. I had already done a few things, I don’t want to call them big but I felt like they were significant work, and I was really enjoying it and I was finding purpose in it.”

Join us at PORTADA LOS ANGELES on March 15, 2019 at the Loews Beach Hotel Santa Monica, where we will dive deep into sports and soccer marketing’s preeminent topics. Felix Palau, VP Marketing, Heineken will discuss “How to measure ROI and transfer best practices between sports marketing platforms”. Other speaking engagements include Tiago Pinto, Global Marketing Director, Gatorade who will provide answers to the question: “Will Corporate America jump on the soccer opportunity?”Attendees will also be able to benefit from Portada’s meet-up service of three-eight-minute meetings with top brand executives!

Segura left for New York City after he graduated, covering different areas of the sport for MMAFighting, working his way up from part-time to full-time, eventually becoming producer for the MMAHour and a panelist of The MMA Beat.

Santiago Ponzinibbio (UFC.com)

Having seen different angles of the sport over the years, both as a fight fan and as an MMA journalist, Segura has an understanding of the Hispanic market. Segura believes that while the sport has made great strides in tapping into the market, failure to find a crossover international star that draws casual fans is a missing ingredient that is stunting growth.

The development of talents such as Rodriguez and Ponzinibbio can only help MMA in the South American market. The 26-year-old Rodriguez, fighting out of Chihuahua, Mexico, was The Ultimate Fighter: Latin America winner and has a unique, entertaining fighting style helped him defeat two-time UFC champion B.J. Penn (@bjpenndotcom) as well as aided him in putting on a “Fight of the Year” performance against “The Korean Zombie,” this month.

Ponzinibbio, the 32-year old from La Plata, Argentina who is currently on a seven-fight winning streak, headlined the UFC’s first ever show in Buenos Aires and climbed to number seven in the UFC welterweight rankings after defeating Magny in front of 10,245 fans who came to support their countryman at Parque Roca Arena.

Both fighters hope to reach the success and heights of popularity as Velasquez, the Mexican-American wrestling standout from Arizona State University (@ASUWrestling) who captured the UFC Heavyweight title on two occasions, after beat Brock Lesnar (@BrockLesnar) in 2010 and Junior dos Santos (@junior_cigano) in 2012. Velazquez became a marketable Hispanic star for the UFC, headlining UFC 188 in Mexico City, and drawing 21,036 fans to the Mexico City Arena.

But different factors, including recurring injuries, prevented Velazquez from capturing the hearts, minds and dollars of Hispanic fight fans, in the same manner that Irish MMA fans travel to Conor McGregor when he enters the Octagon, as Segura points out.

“We’re missing that one guy that can combine everything, both talent-wise, and as well as know how to promote his or herself, and has what they call in the fight game as the ‘it’ factor,” said Segura. “This sports is driven by names, by fighters. So if you got the next big thing coming out of Brazil, like Paolo Acosta who is just destroying everyone in his path, of course you are going to cater to that market, of course you are going to use him as a vehicle to get those Brazilian fans, and I don’t think we have had that yet in the Hispanic market.”

What: After losing the World Cup broadcast rights to Telemundo, Univision expanded their soccer coverage by adding UEFA Champions League and UEFA Europa League.
Why it matters: Univision’s expanded coverage of UEFA Champions League is drawing record viewership, including non-Spanish language soccer fans.

Losing the rights to the FIFA World Cup (@FIFAWorldCup) can be crippling for any broadcast company, especially one like Univision (@Univision) that depends on soccer for its sports programming.

Univision previously owned the Spanish-language broadcast rights to the quadrennial soccer tournament, since the 1978 Argentina World Cup up until the 2014 Brazil World Cup, before losing the bid to Telemundo.

Telemundo (@Telemundo) paid FIFA (@FIFAcom) $600 million for the Spanish-language broadcast rights of the 2018 Russia World Cup and 2022 Qatar World Cups; upped from the $325 million that Univision paid for the 2010 South Africa World Cup and 2014 Brazil World Cup.

UEFA Champions Leagues matches, such as the CSKA Moscow 1-0 upset over Real Madrid on the October 2nd, 2018, are bringing in record viewership for Univision.

Telemundo also won the rights to the 2026 World Cup, being hosted by Mexico (@miseleccionmxEN), Canada (@CanadaSoccerEN) and the United States, much to the chagrin of Univision. Telemundo won the bid for the 2026 World Cup in a closed auction that excluded Univision (as well as ESPN) in order to make up for moving the 2022 World Cup tournament from June-July to November-December due to weather conditions in Qatar.

Losing the broadcast rights to Telemundo was a huge blow for Univision.

“In addition to the games themselves, Univision would program their news, talk show, and morning show segments around the World Cup,” said Walter Franco, Project Manager at Victus Advisors (@VictusAdvisors).

But rather than stand pat, Univision looked to towards Europe to adapt. Univision won the bid for the Spanish-language rights to the UEFA Champions League (@ChampionsLeague) and UEFA Europa League (@EuropaLeague), paying $105 million over three years, adding the European sports properties alongside their Liga MX (@LIGABancomerMX), Major League Soccer (@MLS), Bundesliga (@Bundesliga_EN), CONCACAF Champions League, the U.S. Men’s (@ussoccer_mnt) and Women’s teams (@ussoccer_wnt), and Mexico’s national team media rights.

“With the Champions League on Tuesdays and Wednesdays and the Europa League on Thursdays, we are able to give fans access to the best clubs and players in the world in a timeslot where we previously didn’t have live matches,” said Univision’s Senior VP/Sports Programming & Acquisitions Eric Conrad. “With these matches during the week, league matches from Liga MX, MLS, Bundesliga and more on the weekends, and top international competition throughout the year, we are now the all-week, all-year ‘Home of Soccer’ in the U.S.

From a viewership perspective, we have already elevated the group stage of this premiere soccer property to unprecedented heights in the U.S.

As part of the new deal, Univision has expanded coverage, compared to Fox Deportes (@FOXDeportes) previous efforts, carrying 137 lives games across all of their platforms, including 97 matches split throughout their Univision, Univision Deportes Network, UniMás and Galavisión networks, 51 more games than TNT’s linear English-language broadcasts.

“Given that we are making every single game available live, with most airing on our highly distributed linear networks, we are giving Champions League exposure it simply has never had before,” said Conrad.

Univision is banking that UEFA (@UEFA) Champions League coverage will grow their soccer viewership, drawing non-Spanish speakers to their platforms. The move is paying off thus far, with PSV Eindhoven’s (@psveindhoven) 4-0 drubbing at hands of Barcelona (@FCBarcelona) averaging 618,000 viewers in the early game of a double-header of Match Day 1, and Liverpool’s (@LFC) 3-2 win over Paris St-Germain (@PSG_English) averaging 672,000 viewers, the most-viewed Group Stage telecast in UEFA Champions League history.

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“European soccer has allowed us to broaden our audience a bit, as we are seeing greater non-Hispanic audiences,” said Conrad. Conrad goes on to say that “from a viewership perspective, we have already elevated the group stage of this premiere soccer property to unprecedented heights in the U.S., and we only foresee greater growth as Champions League moves into its later, more intense stages.”

As part of their efforts to expand their viewership, Univision is streaming UEFA Champions Leagues matches for free, with a cable subscription. Turner Sports B/R Live (@brlive) streaming service is charging viewers, from individual matches ($2.99 per game) as well as monthly ($9.99) and yearly plans ($79.99). And while Univision is airing UEFA Europa League matches on their linear platforms, TNT has relegated all UEFA Europa League action behind a paywall on their B/R Live platform.

“One factor that would be interesting to consider is that all games will not be behind a paywall, which will not be the case for English-language coverage on TNT / Bleacher Report,” said Franco. “I would imagine many folks that typically watch in English may switch to Spanish to avoid paying for Bleacher Report matches.”

With so much expanded Spanish-language coverage and high expectations to retain new viewers, Univision has ambitions to do more with their UEFA Champions League coverage than the previous rights owners, Fox Deportes.

We expect to continue setting new viewership records as the tournament progresses and, ultimately, reach our goal of making this season the most-viewed Champions League season ever in the U.S., in any language,” said Conrad.

A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • Heineken USCOPA90 and Heineken USA started a film collaboration with The Players’ Tribune. The  two-part original film series takes NY Knicks’ Tim Hardaway Jr on “a day-long journey exploring fan culture and match-day experiences at the Real Madrid vs AS Roma ICC game in New York.” Throughout the season, HEINEKEN USA is sponsoring COPA90’s flagship show, Walk Talk Football, hosted by Pearce. This sponsorship also includes the MLS season preview and episodes across Heineken Rivalry Week.

 

  • Univision exec Boris Gartner has been named CEO of LaLiga North America, a joint venture of the league and the sports marketing group Relevant. Gartner will be in charge of finding new media outlets for coverage of LaLiga games and to promote league’s players.

Also, read Beyond Friendly; La Liga Takes a Bold Next Step for the Business of American Soccer

  • MLS and Twitter unveiled a new Tweet Cam, as part of MLS Heineken Rivalry Week. The Twitter powered camera is part of a social campaign and allowed fans the ability to get a glimpse of the action from the northeast corner of the arena.

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  • The Italian Football Federation (FIGC) has given its approval for Serie A teams to have a sleeve sponsor on their jerseys. The move means that in addition to a front-of-shirt and back-of-shirt sponsor, Italian clubs will be permitted to sell a space of 100cm2 on the left sleeve of their shirts, although it has not yet been confirmed when the new inventory will open up to brands.

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!)

 

John Eck is leaving his position as chief local media officer and EVP of technology, operations and engineering at Univision by the end of the month. Eck joined Univision in 2011 and previously worked at NBC Universal for 18 years.

 

 

 

 

Amy Marks has joined Live Nation Entertainment as its first executive vice president, head of integrated marketing for their  media and sponsorship division. Marks joins from Bloomberg Media where she was global marketing head.

 

 

 

 

 

Luis Silva Dias has been promoted to chief executive of FCB International. Silva Dias joined the company in 2014, and was considered the lead architect of the agency’s global rebrand.

 

 

 

 

Sage has promoted Ron McMurtrie to chief marketing officer. McMurtrie joined the company  in 2016 as executive vice president of customer marketing and previously worked at Recall, VCE  Cisco, EMC and VMware – First Data, Verizon and MCI.

 

 

 

 

Noel Franus has been appointed executive creative director by R/GA San Francisco. Franus joins from Comrade, where he held the role of interim chief experience officer.

 

 

 

 

 

Aviel Eidels has joined Cultura Colectiva as U.S. country manager. He joins from Univision Communications Inc. where he worked as director, digital media sales.

 

 

 

 

 

José Luis Pérez Rodríguez has started a new position as distribution manager at Aeromexico. He joins the airline from Volaris where he served as chief of  marketing performance.

 

 

 

 

 

Media executive Boris Gartner has been named chief executive officer of LaLiga North America. Gartner joins from Televisa Mexico where he was head of strategy and operations.

 

 

 

 

 

 

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!)

Unilever’s Keith Weed has been named president by The Advertising Association. Weed has spent most of his career at Unilever, first joining in 1983, and holding roles including marketing director and UK chairman.

 

 

 

 

Ewen Sturgeon has resigned as chief operating officer at Publicis.Sapient International to pursue opportunities outside the marketing industry after 26 years of agency life.

 

 

 

 

 

Facebook has named Mark D’Arcy as vice president of global business marketing and chief creative officer. In this role, he will oversee all marketing functions for the global business marketing organization.

 

 

 

 

Advertising industry veteran Bunker Sessions has been hired by Extreme Reach as vice president of Sell-Side Solutions. Sessions will be spearheading the development and deployment of Extreme Reach’s new sell-side solutions, addressing the creative sourcing needs of programmers and publishers.

 

 

 

 

Republica announced the promotion of Melissa Richter Bartolini to senior vice president and chief strategy officer. Before Republica, Bartolini worked at Razorfish and McCann Worldgroup.

 

 

 

 

 

Anheuser Busch In-Bev has appointed Pedro Earp as their new global CMO. Earp will now not only be the company’s global CMO but he will also be ZX Ventures officer.

 

 

 

 

 

Katharine Newby-Grant has been promoted to marketing director by Procter & Gamble. She will now oversee marketing for P&G in Northern Europe. Katharine joined the company in 2000.

 

 

 

 

Michael Murray has joined Wunderman as president and chief product officer. His mission will be to drive Wunderman’s data strategy. Murray comes from ItemMaster where he served as chief executive.

 

 

 

 

 

Mitú has laid off their CEO Herb Scannell, a television industry veteran who once ran Nickelodeon and BBC Worldwide North America, as well as Mitú president and co-founder, Beatriz Acevedo.

 

 

 

 

 

 

Tonia O’Connor has resigned as chief revenue officer for Univision. O’Connor joined Univision in January 2008 and she had spent 13 years at Gemstar-TV Guide before joining Univision.

 

 

 

 

 

What: Isaac Lee has decided to step down from his role as Chief Content Officer and start his own production company after almost eight years in Univision.
Why it matters: Even before becoming Chief Content Officer in 2017, Lee was in charge of an important part of Univision’s content. He recently created a joint task force with Televisa that has aided UCI’s ability to compete in the media marketplace.

Univision Communications Inc (UCI) has announced the resignation of Chief Content Officer Isaac Lee, who joined the company in 2011. Lee led Univision News, Univision Digital and later all content including The Root, The Onion, and Gizmodo Media before taking the role of Chief Content Officer of UCI and Televisa in 2017. During his tenure, Univision News won more than 100 journalism awards. 

“I want to thank Isaac for leading Univision’s content team with integrity and courage and helping elevate and position Univision in mainstream American media,” said Haim Saban, Chairman of the UCI Board. “He understood the relevance that Univision has for Hispanic America and served the audience well. Isaac has vision and knows how to execute. I wish him well and expect more exciting things from him in the future.”

Lee created Story House Entertainment, a Los Angeles-based content development hub in charge of producing scripted and non-scripted programming in English and Spanish. Story House Entertainment developed three seasons of the popular series El Chapo, co-produced with Netflix, as well as a series of documentaries including Hate Rising, Residente, Outpost, and the award-winning documentary Science Fair, which won Sundance’s Audience Award in 2018. Now, Lee will start his own production company.

“I want to thank my extraordinarily talented and hard-working colleagues at Univision, as well as Haim and the entire Board, for all the support I have received in my nearly eight years at UCI,” said Isaac Lee.

Lee’s resignation comes a month after Randy Falco’s exit from the company, and right in the middle of the quarrel with Dish over a failed contract renovation, which has left Univision, UniMás, and Galavisión out of transmission through Dish companies.

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

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Sam Renbarger was hired by DDB as group strategy director on the Symantec and Energy Upgrade California accounts. Renbarger joins DDB San Francisco from Pereira & O’Dell, where he served as director of strategy.

 

 

 

 

 

Agency veteran Anne Marie Neal was promoted to the newly-created position of global CMO by RAPP. Prior to the promotion, she served as president of RAPP San Francisco, where she was instrumental in driving business growth.

 

 

 

 

 

Caroline Pay, Grey London’s joint chief creative officer, is poised to depart the advertising industry to become the chief creative officer of Headspace in LA. Pay will report to Headspace’s co-founder and chief executive Rich Pierson from 4 September, with a remit to direct Headspace’s creative team comprising content, design, marketing and communications.

 

 

 

Laughlin Constable, a Milwaukee-based independent agency, has removed Dan Fietsam from his position as chief creative officer on May 27 following sexual harassment allegations.

 

 

 

 

Jorge Hidalgo has joined Hemisphere Media Group as SVP of Operations.  Hidalgo will be responsible for Hemisphere’s technical operations with a focus on its Latin American businesses.

 

 

 

 

 

Olivia Browne, the managing director of Grey London, is leaving the agency due to family circumstances. Browne has been at the agency for just 12 months, joining from The Martin Agency where she held the same role. She previously worked at Channel 4 and Abbott Mead Vickers BBDO.

 

 

 

 

 

Marketing industry executive Jeannette Xenodakis has been appointed as media director by Republica, one of America’s leading and fastest-growing cross-cultural marketing and communications agencies. Xenodakis will lead Republica’s media strategy, planning, buying, and analytics practice.

 

 

 

 

 

Univision just announced that Randy Falco will retire from his role as President and Chief Executive Officer. The Board of Directors has appointed Vincent Sadusky, former Chief Executive Officer of Media General, to succeed Falco as Chief Executive Officer, effective June 1, 2018.

 

 

 

 

 

ThinkNow has hired Jannet Torres to the newly-created position of Vice President, Custom Research. Torres will have national responsibility for building ThinkNow’s multicultural market research and consumer insights team.

 

 

 

 

 

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

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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: Univision has announced a video-on-demand extension of Univision Now focused on Hispanic content.
Why it matters: Though Univision has already collaborated with Netflix to produce content aimed at Latin Americans and U.S. Hispanics, the network has decided to expand its OTT services and cater specifically to the Hispanic niche.

A few days before Univision’s two-day upfront event, the company has announced it has been working on a video-on-demand service intended to work as a “Hispanic-content Netflix”. Apart from Univision’s content, the platform will include content from partners like BBC, Televisa, and RTVE, and it will complement the already successful Univision Now, an application that allows watching Univision programming live through OTT devices like Roku and Apple TV.

Univision has already worked with Netflix in the development of Hispanic-oriented productions; however, Univision’s intentions are to cater specifically to the community independently from other firms. The expanded offering will include original content as well as dubbed programming, and the service will start as US $2.99 a month for users with Univision Now subscriptions.

 

Titles featured will include BBC Studios’ “Broken,” a drama about a troubled Catholic priest; “Sarah & Duck,” a children’s animated series about friendship; and “Love & Hate,” a documentary — as well as RTVE’s historical drama “Isabel S1-3” and modern drama “Traición.” Univision’s programming from Viacom will include “Fairly Odd Parents,” the popular children’s animated series, as well as “Acapulco Shore,” the reality series that is a Latin twist on the MTV “Jersey Shore” franchise.

“I want to address the elephant in the room,” Univision chief revenue officer Tonia O’Connor told attendees at a breakfast in Midtown New York, as reported by the NY Post. “Yes, we are going through a business review and yes, we are cutting costs and we are laying off employees, or we have. But one of the stories that has not been told is that we are a growth company.”

The Hispanic population in the U.S. is roughly 60 million— about 20 percent of the country’s population,” she said. As a result, Univision will look to link up with a slew of partners for digital content initiatives to target that Hispanic population. The company will also flex its data analytics muscle for targeted advertising and content for its partners, which are looking to reach the Hispanic demographic. “The biggest mistake you can make right now is to stand still,” O’Connor said.

As Conviva reported in its recent research study, OTT viewing hours have increased by 174% in North America. People are watching more TV than ever; but networks need to be smart and notice how and where they do it.

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Adsmovil has announced the return of Andrew Polsky as its first Chief Revenue Officer. In this newly-created role, Polsky will oversee monetization, national sales, agency partnerships, and client services in the U.S.

 

 

 

 

 

Intermarkets has welcomed Luke Rosche-Ritchie as Junior Account Executive. He’ll be responsible for serving the needs of the firm’s advertisers and helping them reach their marketing goals.

 

 

 

 

 

Liz Blacker has been tapped by Univision as SVP of Branded Content revenue. She will be responsible for all aspects of UCI’s Branded Content Revenue and Experiential Studio with a primary focus on driving new and incremental revenue for the company.

 

 

 

 

Omnicom Media Group’s OMD U.S. has hired former WPP executive Rolf Olsen as Chief Analytics Officer. In this newly-created position, he will lead a team of more than 120 marketing and data scientists.

 

 

 

 

 

Laurie Rosenfield has been named Senior Vice President, People Development, Human Resources, at CBS Corporation. In her role, she will focus on senior executive development, using her blend of skills as a certified executive coach, talent evaluator, and communicator.

 

 

 

 

Publicis Media (PM) is promoting Ben Cronin to global head of the group’s Media Sport and Entertainment (PMSE), replacing Robin Clarke. Cronin will look to further accelerate the sport and entertainment practice.

 

 

 

 

Endeavor Global Marketing has appointed Robin Clarke as its new senior vice president. In his new role, Clarke will be based in London and will oversee the company’s international team of brand marketers.

 

 

 

 

 

Doug Sweeney has been appointed as CMO of One Medical, a growing healthcare company. Sweeny will be building out the startup’s in-house marketing practice while continuing to work with agencies.

 

 

 

 

VaynerMedia has created a new role specifically for Ryan Fey, who departed Omelet, the creative agency he co-founded, last year. In his new role, Fey will serve as executive vice president to oversee the Los Angeles office’s client services team.

 

 

 

 

 

What: Combate Americas drew strong ratings on its two live April broadcasts, “Combate Estrellas I” and “Combate Estrellas II” on Univision and Univision Deportes, as well as in Mexico on Azteca 7.
Why it matters: Combate Americas is positioning itself as a premier destination for Hispanic MMA fans, and advertisers have followed.

Combate Americas (@combateamericas), which bills itself as the premier Hispanic mixed martial arts franchise, last week announced the ratings for its first two, live 2018 events, which aired on consecutive Fridays, April 13 (Combate Estrellas I) and April 20 (Combate Estrellas II), in the U.S. and Mexico. Showing the early strength of the new brand and growth of the sport in the Latino community in general, Combate CEO Campbell McLaren (@campbellcombatewas pleased with the numbers.

“The amazing growth of our TV ratings confirms we are the hottest MMA promotion in the world,” McLaren said in a statement. Portada featured McLaren and Combate in an exclusive Q&A last month heading into the events.

According to its release, “Combate Estrellas I,” airing on Univision (@Univision) and simulcast on Univision Deportes Network, drew 583,000 viewers, including a strong 296,000 in the 18-49 demo in the U.S., while garnering more than 4,000,000 pairs of eyeballs on Mexican powerhouse broadcaster Azteca 7.

Combates Estrella II, exclusively broadcasted on UDN, had 200,000 viewers.

In the Hispanic world, Combate Americas has taken the most focused steps, and advertisers have taken notice.

MMA, which began to find a more mainstream audience in the last decade in the U.S. through UFC and other promotions’ agreements with Fox, CBS, AXS TV and others, continues to be a hit with a Latino community steeped in the boxing world. What was one more of a “Wild West” has trimmed somewhat to a more manageable roster of promoters, each finding a niche in the sport.

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In the Hispanic world, Combate Americas has taken the most focused steps, and advertisers have taken notice. Anheuser-Busch’s Estrella Jalisco (@EstrellaJalisco), Advance Auto Parts (@AdvanceAuto), Double Cross Vodka (), HOT 6 Energy Drink and Battle Boom Gaming were all partners for Combate Estrellas II, with fighters from Mexico, Puerto Rico, Guatemala and Argentina among the athletes competing on the cards.

Combates Estrella III, featuring some of the preliminary bouts not shown in the first two events, aired on UDN this past Friday. The next broadcast is set for May 11, live from Sacramento, in Combate Mexico vs. USA.

Cover Image: Credit Combate Americas

What: Univision Communications Inc. (UCI), has announced that Liz Blacker has been appointed to SVP of Branded Content Revenue.
Why it matters: Blacker is well-known in the industry for her track record of digital revenue generation on behalf of major media companies and brands.

Effective immediately, Liz Blacker has been tapped by Univision and will be the network’s SVP of Branded Content revenue. She will be based in New York and report to Lisa Valentino, EVP of Revenue Innovation for UCI. Blacker will be responsible for all aspects of UCI’s Branded Content Revenue and Experiential Studio with a primary focus on driving new and incremental revenue for the company.

“UCI always seeks out those extraordinary storytellers that help round out diverse portfolio, and as such, I am proud to welcome Liz to our team” said Lisa Valentino, EVP of Revenue Innovation in a press release. “A visionary executive who has a firm grasp on today’s evolving digital industry, we look forward to having her aboard to help drive both new and incremental revenue for UCI.”

“UCI is changing the way brands engage with U.S. Hispanics and I am pleased to join a dynamic team that houses such an extensive portfolio of brands,” added Liz Blacker, SVP of Branded Content Revenue. “I look forward to helping expand on the Company’s broad client offerings through experiential, creative, and new partnerships that amplify our clients’ experiences and go far beyond traditional advertising.”

Most recently, Blacker served as Executive Vice President, Multicultural of iHeartMedia, where she was responsible for building a new division focused on a “Total Market” cross-language, bicultural audience while building new products and revenue streams across platforms for national and local sales teams.

What: Miami’s “Vice City Rollers” are riding a wave of popularity in the sport of roller derby with a strong Latino fan base and team makeup.
Why it matters: The revival of roller derby over the past couple of decades has given rise to hundreds of teams and thousands of players, and is a fun way for brands to connect with this passionate fan base.

Roller derby has experienced something of a renaissance in recent years, with recreational and semi-professional leagues springing up all over the country and future Olympics inclusion becoming a real possibility. The sport gained a big following in the 1940’s and 1950’s, through the 1970’s with the “Roller Derby Stars,” which later found a new audience on Classic Sports Network, reviving names like “Skinny Minnie” Gwen Miller, Bad-girl Ann Calvello and hotshot Frankie Macedo, mixing athleticism with a healthy dose of not-quite-on-the level, WWE-style scripting.

Today the sport is flourishing, with the Women’s Flat Track Derby Association (@WFTDAboasting more than 400 full-member leagues in nearly 30 countries, including the U.S., Argentina, Brazil, Chile, and Colombia. And USA Roller Sports, the official governing body that has sponsored amateur competitions for more than 80 years, is leading the charge for Olympism.

We relate to our local community in a way that only we can. We are well-versed in ‘Spanglish’ and communicate this through our media efforts.

Meanwhile, teams and leagues dot the country, finding fans across many demographics. In Miami, the Vice City Rollers (@MVCRollers), who began competing in 2012, are preparing for their season debut on March 24 vs. the Key West Derby Dames, and according to Jessica “Shakesfear” Giraldo (@ShakesFear1616), team standout and de facto marketing/PR maven, the Latino base is important to the team’s and league’s growth.

“Being based in a culturally diverse city, it is essential to be able to communicate our message to as many people as possible,” said Giraldo. “Having many bilingual players expands our social impact to the Latino population. We have also worked with Al Rojo Vivo, Telemundo, Univision and are working on a feature by ESPN’s Woman Latin America. A majority of our skaters are also bilingual and multi-racial.”

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Jessica “Shakesfear” Giraldo (credit: Eric Vicario)

Vice City’s main audience is 24-34-year-old females living in Miami, according to Giraldo. Having that Latino base of players with such monikers as Assaulty Peanut, Velociraptor, Powerpuff, Ivanna Pachanga and Lil Hellvana add to the fun—and marketability.

That has led to sponsorship by Sixpoint Brewing (@sixpoint), as well as partnerships with Miami Rescue Mission, local media partner 24/7 Miami radio and local businesses that Girardo notes are part of the team’s Vendor Village.

“We’ve also recently partnered with the Miami Heat’s Xtreme team,” added Girardo, “to bring the Heat dancers, mascot, announcer and DJ for our upcoming March 24th game.”

Being in Miami makes multicultural marketing natural. “We relate to our local community in a way that only we can,” said Girardo. “We are well-versed in ‘Spanglish’ and communicate this through our media efforts.”

And, Girardo told Portada, they’re not stopping there.

“Our plans for the future include taking over the world!” she exclaimed. “That’s actually Plan B. Plan A is to spread the word of Derby so much that it reaches any and every woman wanting to better herself in a unique, fun and empowering way! We would love to be a leg in spreading the universal sport of women’s flat track roller derby!”

Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!

   
 
 
 
cover image credit: Pedro Rubio

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

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Randy Falco, president and CEO at Univision since 2011, is stepping down at the end of the year. Reportedly, he has decided to retire as this year is his 65th birthday. The announcement comes a day after the Wall Street Journal first reported on Tuesday that the Univision board had been considering replacing Falco, and just months after the executive signed a two-year extension to his contract in November. According to The Wall Street Journal, Univision’s “board is girding to search for new leadership and is undertaking a business review that could lead to large cost cuts, people familiar with the matter said, on the heels of the Spanish-language broadcaster canceling its initial public offering.”

 

 

Univision has promoted Peter Lori to CFO. He had been a deputy under Francisco Lopez-Balboa and has served in a variety of roles since joining the company in 2005, including as an interim CFO.

 

 

 

 

Dentsu Aegis Network’s McGarryBowen has announced that Patrick Lafferty is its new U.S. president, replacing Simon Pearce who recently left to join J. Walter Thompson as CEO of North America.

 

 

 

 

Amy Morris has been named VP of news at WNBC New York. Morris will lead all day-to-day news operations at NBC’s flagship station, including weather, investigative and consumer teams.

 

 

 

 

Alistair Macrow, formerly senior VP, CMO at McDonald’s UK, has been promoted to a global marketing role based in London. Macrow started this week as CMO for high growth markets, covering China, Hong Kong, Italy, Poland, Russia, South Korea, Spain, Switzerland and the Netherlands.

 

 

 

 

The Estée Lauder Companies Inc. has brought on two industry leaders to fill key roles in brand and retail. April K. Anslinger has joined the organization as Senior Vice President/General Manager, Aveda–North America.

 

 

 

 

 

Andrea Dorigo has joined Estée Lauder as Senior Vice President, General Manager, Global Retail.

 

 

 

 

 

VCCP has looked within its own ranks to restructure its leadership team with the announcement of a new management line-up. Michael Sugden has been promoted from chief executive of the VCCP agency to chief executive of VCCP Partnership. VCCP managing director Andrew Peake will step up to take his role as agency chief. They will be joined by Julian Douglas, vice chairman of VCCP Partnership, who takes on additional responsibility for “identifying and realizing future revenue streams” for the business. And Hannah Fitz-Gerald who will assume the role of managing director of VCCP respectively.

 

Mitsubishi has appointed Fred Díaz as new CEO for the North America region. He joins the company with over 10 years of experience in the car industry.

 

 

 

 

Nancy Dubuc has decided to step down from her role as A+E Networks’ president and CEO. Effective April 16, Abbe Raven, chairman emeritus and former CEO of A+E Networks, takes over as acting chair. Dubuc is reportedly set to become the CEO of VICE Media, taking over from co-founder Shane Smith.

 

 

 

 

What: UCI, IPG Media Lab, and MAGNA have revealed the results of their study “Marketing to the Hispanic Mindset”.
Why it matters: In-language and in-culture video ads are more engaging for Hispanics, at times twice as effective as non-contextual targeted ads.

“Marketing to the Hispanic Mindset”, a new study by Univision Communications Inc (UCI) in partnership with IPG Media Lab, and MAGNA (an intelligence and innovation unit within IPG Mediabrands), has proved that contextual targeting in digital video ads can double purchase intent among Hispanics.

Marketers need to understand how to strengthen their connection to Hispanics, whose spending power is projected to reach $1.7 trillion by 2019 and grow by 85% over the next 10 years. The study, conducted across mobile and desktop devices, focused on how topic, language, and culture have an effect on the relationship between consumers and brands.

Source: “Marketing to the Hispanic Mindset”, MAGNA/UCI/IPG

“We’ve long known the benefits of tailoring brand ads to reach U.S. Hispanics via Spanish-language content and Hispanic cultural nuances,” said Roberto Ruíz, EVP of Research, Insights & Analytics at UCI. “By using breakthrough technology to conduct research on mobile devices and utilizing facial coding technology, this study goes a step further to prove that the content used while running an ad is just as important.  We found that ads created to reach the Hispanic consumer work best when they run alongside in-language and in-culture content, helping marketers create deeper and more meaningful connections with this burgeoning demographic.”

One of the key findings was that language and cultural targeting are important for deepening relationships between consumers and brands, as they capture and maintain the user’s attention throughout the ad, allowing the brand to communicate its message successfully. According to the study, language-targeted ads are twice as effective among total Hispanics, while for Spanish dominant Hispanics, language targeting increased brand relevance.

Moreover, facial coding showed that Hispanics see cultural targeting as a better experience in mobile devices: 60% among the 6,000 interviewees showed more emotion when watching culturally targeted ads than non-culturally targeted ones. In-culture ads were twice as effective at making consumers wanting to recommend the brand more.

“We have intuitively known that context is important in advertising, but we were surprised to see the exact same ad performed best by addressing language and culture,” said Kara Manatt, SVP, Intelligence Solutions Strategy at MAGNA. “We were pleased to be able to explore this topic in depth, especially given the purchasing power of the Hispanic audience.”

For the study, the representative Spanish-speaking sample could select video content according to their preferences. Participants were randomly shown a control or test video ad, which ran as pre-roll. Facial coding technology was then used to record attention and emotions throughout the duration of the video played on each device: webcam for PC and camera for smartphone. The impact of the same ads was compared to each other, allowing researchers to understand the effect of context while tracking differences of effectiveness in individual ads.

What: Netflix has announced a deal with FMG studios to co-produce 5 shows in Spanish and English. 
Why it matters: 
El Chapo boosted Sunday-night viewership for Univision and was one of the most binge-watched shows on Netflix. Both firms will capitalize on the success of the show’s theme in five more “narcoseries”.

A couple of weeks ago, Netflix announced intentions to continue collaborating with Latin American producers after the positive reception of shows like Club de cuervos and Sofía Niño de Rivera Exposed. The streaming giant partnered up with Univision in 2017 to produce El Chapo, which quickly became a great success and was reportedly the most binge-watched show in Mexico a couple of months after its US release. El Chapo was co-produced with Fusion Media Group Studios, and now they will get together again with Netflix to produce five more shows. Univision will launch each one in the US, while Netflix will release them worldwide.

Netflix and FMG Studios will begin producing Tijuana, a Spanish-language fiction series, next month. The objective of the show will be exposing power corruption networks through the story of a murdered presidency candidate, apparently based on the true story of Luis Donaldo Colosio. The creators of Tijuana are Zayre Ferrer and Daniel PosadaEl Chapo‘s showrunner. After this show, the two companies will produce two more fiction series in Spanish, as well as two documentary series in English.

Tijuana matters because this is a critical time to be talking about what journalists around the world face every day in the pursuit of the truth, particularly in Mexico,” said Camila Jimenez Villa, president and CEO of FMG Studios. “This expansion of our relationship with Netflix re-affirms the value of the content we’re producing. We will be increasing investment in production and expect to have nearly 200+ hours of programming by 2020 across scripted and unscripted in English and Spanish.”

Among Netflix’s most successful original series is crime drama Narcos, which is in production for a fourth season. For Univision, the news comes just over a week after Jessica Rodríguez was named president and COO of UCI Networks.

[Feature image: Univision]

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Publicis Groupe has named Nick Law as chief creative officer of the holding company and president of Publicis Communications. He will officially take on the newly created role in May. He will also join the executive committee and report directly to Publicis Groupe Chairman and CEO Arthur Sadoun.

 

 

 

 

 

Univision Communications Inc. (UCI) has promoted Jessica Rodríguez to the newly-created role of President and Chief Operating Officer (COO) of UCI Networks. Rodríguez will continue to serve in her existing role as Chief Marketing Officer, and additionally, she will oversee daily operations of UCI’s television networks and play an integral role in developing and executing the networks’ strategies.

 

 

 

PebblePost, the inventor of the Programmatic Direct Mail solution, has announced Jacquelyn Goldberg‘s appointment to VP Sales, Financial Services. Previously, Jacquelyn served as PebblePost’s first Director of Sales. In this new role, she will help financial service companies connect with consumers through physical mail, as PebblePost continues to expand into new verticals.

 

 

 

 

Ben Alexander is now Senior Vice President Of National Digital Sales at Pulpo (An Entravision Company).

 

 

 

 

 

Univision Communications Inc. (UCI) has announced Lisa Valentino‘s appointment to Executive Vice President, Revenue Innovation for UCI. Valentino, who was most recently Chief Revenue Officer for Industry and Agency at Condé Nast, will report to Tonia O’Connor, Chief Revenue Officer, and be based in New York.

 

 

 

 

Andrew Deschapelles has been named President and General Manager at Telemundo Phoenix / KTAZ and Telemundo Tucson / KHRR,  the local Telemundo stations owned by NBCUniversal that serve Spanish-speaking viewers in Arizona. In this role, Deschapelles will oversee all operations of both stations including: news, sales, marketing and promotions, technology, digital and community affairs.

 

 

 

Patricia Flores will join Live Nation as VP of Marketing for its newly formed Latin group, the company has announced. Based in Los Angeles, Flores will report to Hans Schafer, SVP of Live Nation Latin. She joins Live Nation with 15 years of experience in Latin music, including several years on the live sector of the industry at Goldenvoice and AEG Concerts.

 

 

 

 

Standard General and Soohyung Kim have reported a boosted stake in National CineMedia, and Kim is looking to put representatives on the company’s board. Kim met with the company regarding appointing two of three qualified individuals for board seats: Colleen Brown, Andrew Glaze, and Kurt Hall (former president/CEO/chairman of National CineMedia).

 

 

 

 

 

Airbnb‘s global marketing director, Alexandra Dimiziani, is to depart the business, marking the latest internal change for the brand following the exit of chief marketing officer Jonathan Mildenhall.