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What: We talked to Jim Zabel, Marketing VP at Volkswagen about the brand’s integrated partnership with U.S. Soccer, making VW the presenting automotive partner to the Federation through 2022.
Why it matters: Volkswagen has committed to help U.S. Soccer with the league’s mission to make soccer the preeminent sport in the United States by increasing participation, developing world-class players, coaches, and referees, and increasing fan engagement with the sport.

Some time back, U.S. Soccer announced its goal to make soccer the preeminent sport in the United States. In mid-January 2019, the national soccer organization announced that Volkswagen of America (VW) would be key to making this happen with its commitment as the official presenting-automotive partner to the Federation through 2022.

How are they planning to make this happen? By increasing participation, developing world-class players, coaches, and referees; and increasing fan engagement around the sport.

As part of this historic partnership, Volkswagen branding will be put on training tops for all U.S. Soccer National Teams, including the Men’s and Women’s National Teams; all Youth National Teams; the Football 7-a-side, Beach, and Futsal National Teams; and training tops used by the U.S. Soccer Development Academy.

We talked to Jim Zabel, Vice President of Marketing at VW, about the recent partnership and VW’s marketing expectations.

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Volkswagen USAPortada: Why is U.S. Soccer the right fit for such a big partnership?

Jim Zabel: Volkswagen is a proudly American brand and we would like to use the U.S. national team partnership to broaden our appeal and showcase our SUVs to families all over the U.S.

Portada: Why is now the right moment for this deal? 

JZ: The US Women’s team is defending its World Cup championship. And the men are in a rebuilding phase. Soccer is the third largest participatory sport in the U.S., with many young families spending their weekends involved in the sport.

Also, soccer aligns with where we want to go as a brand: 32-percent of U.S. soccer fans are more likely to purchase an SUV in the next 12 months compared to the general population, and 32-percent are more likely to have participated in a carpool in the past seven days. Finally, soccer fans are affluent, digitally native, and millennial, and they represent a strongly diversified audience.

32-percent of U.S. soccer fans are more likely to purchase an SUV in the next 12 months compared to the general population.

Portada: How will VW leverage this partnership?

JZ: We get exposure from the logo being placed on all U.S. national team training apparel, at U.S. team events and with child escorts for the players. We can use soccer events for vehicle activations, ride & drives, and dealer opportunities. Volkswagen marks will be integrated into U.S. Soccer controlled marketing, social media, digital, and mobile; and we can leverage using a variety of platforms.

Portada: Which platforms will you use? 

JZ: All the usual ones: broadcast, digital and social media, along with broadcast media integration; grassroots and stadium events; ride and drives at the grassroots levels; and PR events, by using players and launch support.

The Portada Los Angeles Summit on March 15, 2019 (Hotel Loews Santa Monica) will provide a unique setting for brand marketers to learn about the opportunities sports and soccer content offers to engage consumers in the U.S. and Latin America.

U.S. SoccerPortada: Where does soccer stand right now in the U.S. in terms of how attractive it is for brands to make marketing partnerships with it? 

JZ: VW owners have a very strong affinity for soccer. Soccer’s fan base is at least 10 years younger than fans of the NFL, MLB, and NHL, as well as college football audiences, and soccer is also the third largest participatory sport in the U.S.

Soccer’s fan base is at least 10 years younger than fans of the NFL, MLB, and NHL.

Portada: How will VW help U.S. soccer become the preeminent sport in the United States? 

JZ: The goal is to be the most-played, most-engaged, most-beloved, and most-respected sport. Volkswagen plans to help accomplish this by creating awareness to drive increased participation at the grassroots level (youth and adult); the brand’s support will go towards programs for developing players, coaches, and referees; and finally Volkswagen’s strong brand reach will capture more potential fans across the U.S.

Volkswagen’s strong brand reach will capture more potential fans across the U.S.

 

What: Chattanooga, Tenn., has made strong connections with its growing Hispanic community; the latest move is re-signing popular Spanish star Juan Hernandez Mendizabal for 2019.
Why it matters: The early commitment to Mendizabal helps CFC in its efforts to build community in the city which is projected to have increased its Hispanic population by 500% to 15% of the population by the end of the decade.

When one thinks of geographic growth in soccer with Latinos, Chattanooga, Tennessee may not be top of mind. However last week, Chattanooga Football Club (@ChattanoogaFC), which is a growing member of the NPSL (@NPSLSoccer), the National Premier Soccer League, announced that Juan Hernandez Mendizabal was the first player to commit for the club’s 2019 season, where they will compete with other elite clubs for the NPSL’s first-ever Founders Cup, we wanted to find out more.

Hernandez first played with Chattanooga FC in 2015, where he helped guide the team to the NPSL National Championship match against NY Cosmos (@NYCosmos), which set a NPSL attendance record (18,227). Hernandez, from Spain, also is a signal that the club, sees the value of the growing Latino/Hispanic marketplace, so we decided to find out more on the club’s plans. What we found was a growing engagement opportunity in a rising market that many professional leagues should be looking towards: understanding the marketplace and engaging authentically with multicultural fans at the grassroots.

We have been diligently working on building bridges into the Latino population from the very first day. These relationships are authentic and deep.
Sheldon Grizzle

We asked Sheldon Grizzle, GM for Chattanooga FC to tell us more.

Portada: Most people would not think of Chattanooga as Hispanic-centric, what is the market like for soccer and Hispanic engagement there? How does a player with Hispanic roots help lift the clubs work?

Sheldon Grizzle: Chattanooga’s Spanish speaking population is one of the fastest growing in the country. It is projected they will make up 15% of the population by 2020, which is a 500% increase since 2000.

Chattanooga Football Club’s purpose from the beginning has been to build community in the city using the world’s game. This means that we do a lot of work in the community. For example, we have over 1,000 kids playing soccer and being mentored through our programs in the Chattanooga FC Foundation. Almost all of those kids are on free or reduced lunch programs and 35% of them are Latino.

We also run a futsal complex, Highland Park Commons, in one of our most diverse neighborhoods in the city. Between 60 and 70% of the people that come there on a weekly basis are Latino.

Having Spanish speaking players means that we can engage with these kids and parents on a more personal level.

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!

Portada: Are there programs the club will do to target Latino fans directly, either in the past or now going forward?

SG: Over the years, we have hosted many teams from Mexico for friendlies including Club America, Pachuca, Tigres, Monterrey, and FC Atlas. We’ve also brought in some youth national teams from Mexico and Colombia for exhibition games. This is something that we will continue to do moving forward.

The Chattanooga Football Club Foundation has three different areas of work that engage intentionally and deeply with the Latino community: Operation Get Active, Chattanooga Sports Ministries, and Highland Park Commons.

Portada: From a brand side, how do you think offering up a Latino spin to what is being done in Chattanooga can help bring in new partners? Are there companies you can target?

SG: We have been diligently working on building bridges into the Latino population from the very first day. These relationships are authentic and deep. Because of this, we have developed some great partnerships in the schools, with the nonprofit community, local and national foundations, and small business owners in the Mexican and Guatemalan communities.

A couple of examples: the US Soccer Foundation (@ussoccerfndncontributed a grant to the Highland Park Commons so that the fields would have lighting. Those parks were built mainly as a tool to build bridges with the Latino community.

On the small business side, there’s a local family that owns close to a dozen carnicerias. Our relationship with this family has blossomed over the last few years so now they are one of our ticketing locations.

We will always remain interested in developing these types of relationships and partnerships.

Portada: Lastly, the relationship between Latinos and soccer is very deep. Are there teams, clubs etc you have looked at that you can try to emulate their best practices?

SG: We have been working very closely with Wolfsburg (@VfLWolfsburg_ENfrom the Bundesliga in Germany for several years due to our mutual ties to Volkswagen (@Volkswagen). They have a world-class youth development system so we hope to learn from their best practices. As an example, they have sent coaches over to Chattanooga to help train some of our coaches. We have to do more of this so that we can continue to learn how to use soccer as a tool to improve the lives of Chattanoogans regardless of ethnicity.

Subscribe to Portada’s daily Sports Marketing Updates!

Cover Image: Juan Hernandez Mendizabal, via Chattanooga FC

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

For prior Sales Leads LatAm editions, click here. 

  • Avon

Beauty brand Avon has consolidated its global media buying and planning business with agency Spark Foundry, following a formal review. Media Buying & Planning were previously handled by Publicis Media agency and WPP’s GroupM. From January 2019, Spark Foundry will “hub” the account from London. Key markets outside the U.S. include Argentina, Brazil, Colombia, Mexico, Poland, Russia, South Africa, the Philippines and the UK. Avon spent US$118 million on global advertising in 2017, according to its latest annual report. In 2016,Avon hired Horizon Media as agency-of-record for offline media and activation in the U.S., a move that came after the beauty brand separated from its global parent and became a privately held company in North America.The North American business, which is now majority-owned by Cerberus Capital Management, operates under the name New Avon, but is still known as Avon to consumers and representatives.

 

 

  • Viva Air

Viva Air, Latin America‘s leading low-cost airline, announced a new direct international route between Miami and Santa Marta. This will be the first direct route ever offered between the two cities, with rates starting from US$174 USD round trip. Tickets are currently available to book on www.vivaair.com, with the first flights departing December 18th, 2018. Viva Air will operate 3 flights per week between Miami and Santa Marta on Tuesdays, Thursdays, and Saturdays at 10:38am. The airline has offered direct flights from Miami to Medellin since December 2015, carrying more than 150,000 passengers.With this new route, Viva Air will connect the region while further positioning Colombia as a major tourist destination for US travelers.

 

 

  • Volkswagen

Omnicom has been appointed Volkswagen´s creative AOR inEurope and South America. The German automaker will centralize its marketing to be run from four main hubs that it calls “powerhouses.” They are based in Berlin, New York, São Paulo and Beijing. VW previously used roughly 40 agencies globally. Omnicom’s PHD remains Volkswagen’s global media agencyAs VW’s “Powerhouse” agency for North America, WPP will handle Digital, Creative, Dealer and Production throughout the United States and Canada, with additional responsibility for Mexico. WPP formed a new entity to handle the account called The VW Partnership. The review covered the automaker’s flagship VW brand, not its other nameplates, which include Audi.Volkswagen is the 61st-largest advertiser in the U.S. with US$746 million in spending last year, according to the Ad Age Datacenter. Globally, The Volkswagen company ranks sixth, at US$6.74 billion, according to the Ad Age Datacenter.

 

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

  • Foreo

The Swedish beauty and well-being brand Foreo, maker of facial cleansing brushes, electric toothbrushes & eye massagers, readies for global expansion in 2019. The beauty tech brand is now present in more than 200 duty free stores in 23 countries. According to Foreo’s Global Travel Retail Director Gary Leong  the brand´s expansion has already reached major capitals in Europe, North America, and Oceania (covering the entire Pacific Rim) and has started to spread in Latin America and the Middle East as well. North America, Latin America and Europe will be the brand´s main focus in 2019.Facial masks – with their roots in Asia – have been the most significant trend in the beauty in dustry and the most searched-for skincare term in 2017, according to Google.

 

  • Betterez

Betterez, a Toronto-based tech startup modernizing the ticketing and reservations systems of the ground travel industry, announced that it will be powering omnichannel ticketing and reservations for one of Latin America’s largest bus operators, Grupo Senda. The company transports over 75 million passengers yearly to over a thousand destinations. Grupo Senda operates nearly 800 routes across Mexico and the United States and helps millions of people who rely on it, often as their only mode of transportation. As more of its core passengers are purchasing tickets online and its US expansion continues, Grupo Senda selected Betterez to help them digitize more sales channels and get to know their customers better.The expansion into Latin America marks a significant milestone for Betterez. Using an agile approach to implementation, Betterez and Grupo expect a more rapid launch of phase one of the new ticketing and reservation system in September 2019.

 

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.

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!)

AIRE Radio Networks, the Spanish Broadcasting System’s official radio, has named Blanca Nava as VP of affiliated sales. She’ll be in charge of unionization strategies, affiliated relations, and she will expand AIRE’s reach.

 

 

 

 

Gizmodo Media Group CEO Raju Narisetti announced he’s leaving the company with no immediate plans for his future. His exit comes a month after CEO Randy Falco announced an early retirement.

 

 

 

 

 

Barton F. Graf announced the appointment of Caroline Winterton as the agency’s next chief executive. Meanwhile, founding partner and chief executive Barney Robinson and partner, chief strategist Laura Janness have decided to leave the agency for separate new business ventures.

 

 

 

 

WPP has announced that Martin Sorrell has resigned as CEO after 33 years in the role.

 

 

 

 

 

 

Volkswagen has promoted brand chief Herbert Diess to chief executive officer, replacing Matthias Mueller. Diess will rebuild the brand’s reputation following a number of scandals in recent years.

 

 

 

 

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!)

PepsiCo has appointed Rosalina Tornel as new head of marketing for Quaker in Latin America. She had already been fulfilling this role for the Mexican market since 2012, reported AdLatina.

 

 

 

 

Edgar Estrada has been named the new brand director at Volkswagen Mexico. He’s worked for the company for almost 20 years, and he had been general manager of the Seat brand since 2011.

 

 

 

 

Taiwanese biking company Merida Bikes has appointed David Galán as new marketing director for Spain and Portugal. He’ll replace Nacho Fernández, who has left the firm.

 

 

 

 

CTD Partners has announced the arrival of new partner Cristián Montenegro. He’ll be head of all operations in Chile, as reported by AdLatina.

 

 

 

 

 

Enrique Sabatini has joined Turner Argentina as executive director of advertising sales. He’ll provide integrated proposals to clients, both in linear TV and digital.

 

 

 

 

 

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

For prior Sales Leads editions, click here. 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

 

  • Mondelez

Mondelez International, one of the world’s largest advertisers, has named Spark Foundry as one of its’ new partners for MDLZ North America as part of a global media review effort, Adweek has reported. Publicis Groupe agency will handle media buying duties in North America, while VaynerMedia gets the digital and planning portions of the business. According to Kantar Media, Mondelez spent approximately US$210 million on measured media in the U.S. in 2016 and just under US$170 million last year. International consultancy R3 estimates the company spends between $1 billion and US$1.5 billion around the world annually.

 

 

  • Coke, Sprint, VW

Telemundo teams up with Coca-Cola®, Sprint and Volkswagen for the network’s exclusive Spanish-language coverage of the 2018 FIFA World Cup Russia™. Match halftimes and post-games will be presented exclusively by Sprint and Coca-Cola, respectively, and Volkswagen will present the network’s primetime show.As an official FIFA partner, Coca-Cola will be the presenting sponsor of the Telemundo Deportes Post-Game, “El Resumen del Partido,” for all 64 World Cup matches as well as the in-game match clocks. Powerade, also a part of The Coca-Cola Company family of brands, will have brand exposure during the tournament window with socially-led activations.Sprint will work with Telemundo Deportes as the official halftime sponsor of all 64 matches. Volkswagen will bring audiences the best action, highlights and commentary from the tournament as presenting sponsor of the network’s primetime show exclusively dedicated to the FIFA World Cup, airing nightly from 7-8 p.m. ET. Telemundo will offer some 1,500 hours of coverage and according to Adweek, with 100 days to go before the Cup competition begins, the network’s ad inventory is almost 75% sold with more than 20 total advertisers on board. U.S. men’s soccer team failed to make it into Cup competition. While that could hurt Fox’s English-language broadcast in the U.S., there are a number of teams from Spanish-language countries in the Cup that will appeal to Telemundo viewers.

 

 

  • Danone

Yogurt maker Danone has named WPP’s Wavemaker as its’ new media agency in North America, Adage has reported. Carat was the incumbente on Danone’s media business and Spark had WhiteWave’s media account. The assignment covers the Danone portfolio across the United States and Canada.

 

 

 

 

  • Marriott International 

Marriott International has appointed Publicis Groupe’s SapientRazorfish and Spark Foundry as its global media agency of record to oversee all media planning and purchasing. The collaboration with Publicis Groupe will take a performance-driven, customer-centric approach to the art and science of marketing through a dedicated Marriott One Media team working with Marriott’s internal media teams around the world. Pubicis Groupe will optimize international marketing campaigns, personalize and localize targeted media efforts across a diverse set of markets to showcase Marriott’s best-in-class commerce and first-to-market technology. Publicis Groupe will leverage pioneering technology and a forward-thinking approach to reach and connect with consumers at the right moment among established and emerging markets including North America, Europe, China, Africa and Latin America.Over the past year, Marriott has grown to 30 brands with 6,500 hotels located in 127 countries, and more than 110 million members of its loyalty programs – Marriott Rewards, which includes The Ritz-Carlton Rewards, and Starwood Preferred Guest (SPG).

 

 

  • Mazda Motor Corporation & Toyota Motor Corporation

Mazda Motor Corporation and Toyota Motor Corporation have established their new joint-venture company “Mazda Toyota Manufacturing, U.S.A., Inc.” (MTMUS) that will produce vehicles in Huntsville, Alabama starting in 2021.The new plant will have the capacity to produce 150,000 units of Mazda’s crossover model that will be newly introduced to the North American market and 150,000 units of the Toyota Corolla. The facility is expected to create up to 4,000 jobs. Toyota and Mazda are investing $1.6 billion towards this project with equal funding contributions. The new plant, which will be Toyota’s 11th manufacturing facility in the U.S.

 

  • Tempting Paradise by Sofia Vergara

Entrepreneur, actress and Beauty icon, Sofia Vergara, announces the launch of her new fragrance, Tempting Paradise by Sofia Vergara.The latest addition to Vergara’s scent portfolio evokes the lush sensuality of an island paradise, with delectable fruit and floral notes native to Vergara’s vibrant Colombian homeland.Tempting Paradise by Sofia Vergara launches at Perfumania, Perfumania.com and other retailers nationwide March 2018.

 

 

 

 

 

 

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision-makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Squarespace

Language shouldn’t be a barrier for chasing dreams — which is why Squarespace is now available in Spanish! customers can now use the all-in-one platform with custom templates, a fully translated backend editing experience, and seamlessly integrated e-commerce and analytics capabilities, all in Spanish. Additionally, Squarespace’s award-winning support is available 24/7 for our Spanish-speaking customers.

 

 

 

  • Kimberly-Clark

Consumer packaged goods giant Kimberly-Clark has launched a global creative review, Adweek first reported.  The review includes only creative. WPP’s Mindshare, part of its GroupM unit, handles media planning and buying and is not part of the review. Although K-C has increasingly taken programmatic operations in-house.

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

What: Coca-Cola, Sprint, Volkswagen, BuzzFeed and VICE are among the international partners for Telemundo Deportes’ coverage of FIFA World Cup 2018.
Why it matters: Power brands providing sponsorship and Spanish-language content across multimedia platforms, even without a U.S. team presence in Russia, demonstrates the desire to connect with this audience.

The countdown to FIFA World Cup (@FIFAWorldCupis on for fútbol fans across the globe, and nowhere is that fervor stronger than in Latin America. Argentina, Brazil, Colombia, Costa Rica, Mexico, Panama, Peru, and Uruguay will represent the region in various Groups in Russia beginning on June 14, and for many fans, Telemundo Deportes (@TelemundoSportswill be the preferred outlet to follow the world’s largest sporting event.

Telemundo has unveiled its top-level slate of partners, including worldwide sponsors like Coca-Cola (@CocaCola), Sprint (@sprintand Volkswagen (@Volkswagen), and content creators NBCU Digital Lab, BuzzFeed (@BuzzFeedand VICE (@VICESports).

On the content side, in which Telemundo plans more than 1,000 hours, VICE will create short features and stories geared toward the younger soccer audience.

“We are kicking off the 100-day countdown in a big way to celebrate this historic moment for Telemundo Deportes,” said Ray Warren, President of Telemundo Deportes, in a statement. “This will be the most consumed and most widely distributed digital event in Spanish-language television history. All of the initiatives announced today support our mission to bring our viewers the most authentic and complete coverage in the history of the tournament.”

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On the sponsorship side, Coca-Cola will present the post-game shows and will appear on the in-game clocks on Telemundo’s coverage. Sprint will serve as the halftime sponsor and will allow its customers access to a portal with exclusive Spanish-language content. VW gains the lead on the primetime show, airing highlights and commentary nightly from 7-8 p.m.

On the content side, in which Telemundo plans more than 1,000 hours, VICE will create short features and stories geared toward the younger soccer audience. NBCU Digital Lab will work with Telemundo on the digital docu-series “Somos el Mundial” (“We are the World”), while BuzzFeed will create other short-form content for its multimedia platforms.

Some of the personalities on Telemundo Deportes’ coverage include Tab Ramos, Diego Forlán, Jesús “Chucho” Ramírez and Teófilo Cubillas.

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: 2014 World Cup Final (Danilo Borges-copa2014.gov.br)

Volkswagen last week announced that it has selected Omnicom’s PHD as its global media agency after a long competitive review. Previously , WPP’s Mediacom had handled most of the business, including in the U.S. market.Latin America is an important market for the German automaker Volkswagen, who according to Kantar Media spent more than US $3 billion on measured media worldwide in 2014. Portada interviewed Giselle Fiumara, Global Marketing Communications Manager LatAm at Volkswagen, on the company’s Latin American strategy.

Asked how media buying (and planning) for VW and its different brands (Volkswagen, Audi, Porsche, Seat, Skoda) is going to be managed in Latin America by PHD, Fiumara notes that “this is still to be defined at a global level, and it will depend on the global contract. Nevertheless, we do not envision major changes with PHD compared to the current process with MediaCom. Every group brand manages media planning, buying and optimization processes through its regional offices directly with the media partner’s regional office.” Fiumara notes that this process is the same throughout the whole Latin American region.

 We do not envision major changes with PHD compared to the current process with MediaCom.

Centralized Approach

How does VW plan and buy media in Latin America is it a centralized or decentralized approach? “It is a centralized approach in regards to regional media planning, buying and optimization. At a local (importer) level, every market manages media planning and buying with their selected media partners, ” says Fiumara.
that the countries where Volkswagen sees the highest growth potential in Latin America are Colombia and Chile.

Colombia and Chile are the Latin American markets with the highest growth rate.

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 Jennifer Chan 347-840-1311 or e-mail her at jennifer@portada-online.com. SEE A DEMO OF THE DIRECTORY!

Click here for previous Latam Sales Leads editions

 

  • Volkswagen

Mp8XZFZT_400x400German carmaker Volkswagen has completed its global media planning and buying review and appointed Omnicom Media Group’s PHD to handle the estimated US$3bn account, Mediapost reports. The appointment marks the end of an 18-year relationship with MediaCom. VW includes its Audi, Skoda and Seat brands.

 

 

 

 

 

  • Hampton by Hilton

descarga (2)Hilton Worldwide announced the signing of a franchise license agreement with Free Way Group to build Hampton by Hilton Bariloche, marking the entry of the global mid-priced brand into Argentina. Scheduled to open early Q2 2018, the new property will be located in Argentina’s renowned international tourist destination of San Carlos de Bariloche. The project is part of an expansion plan of Free Way Group, which turns its expertise of 50 years in the tourism business in the region, including travel agencies and tour operators, now to the development of an international branded hotel.As part of the Hilton Worldwide portfolio, Hampton by Hilton Bariloche will participate in Hilton HHonors, the award-winning guest-loyalty program for Hilton Worldwide’s 13 distinct hotel brands. Hampton by Hilton is rapidly expanding its portfolio in Latin America this year-in addition to the Bariloche signing, the brand is opening properties in Bucaramanga and Medellin, Colombia, and breaking ground in Antogasta, Chile. In Argentina, there are two hotels in construction.

 

  •  “Huevosanta Chalet” by Telekino

descarga (1)Agency Almacen and Telekino have released “Huevosanta Chalet” a new piece of the campaign “huevo.”  The protagonist of the campaign represents the “misery Exorcist “, an allusion to the famous character of Alberto Olmedo. The spot highlights one of the recurring desires of all those who have the fantasy of ever winning the lottery. The spot was directed by Martin Donozo and 3D animation and postproduction were handled by Barraca Post.

 

  • American, Frontier, JetBlue, Silver Airways, Southwest and Sun Country

descargaSix airlines won permission  to resume scheduled commercial air service from the U.S. to Cuba for the first time in more than five decades.The airlines — American, Frontier, JetBlue, Silver Airways, Southwest and Sun Country — were approved by the Department of Transportation for a total of 155 roundtrip flights per week. They’ll fly from five U.S. cities to nine cities in Cuba other than Havana.U.S. law still prohibits tourist travel to Cuba, but a dozen other categories of travel are permitted, including family visits, official business, journalist visits, professional meetings and educational and religious activities. Most of the airline service is expected to begin this fall and early winter.Approval is still required by the Cuban government, but some carriers say they plan to start selling tickets within the next few days while they wait for signoffs from Cuba.All flights currently operating between the two countries are charters, but the agreement the administration signed with Cuba in February allows for up to 110 additional daily flights — more than five times the current charter operations.Currently, 46 airlines fly to Cuba, including Air France, Aeromexico, KLM, Air Canada, Aeroflot and Iberia.

 

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!

 ::: JETBLUE ::: Kit Kat ::: Illusion ::: Sony ::: General Mills ::: Volkswagen ::: Sony :::

Click here for prior Latam Sales Leads issues

  • JETBLUE/Ecuador

_u6w7zXG_400x400JetBlue Airways has announced plans to add a new destination to its expanding Latin America and Caribbean network. The airline intends to launch service to Quito, Ecuador’s Mariscal Sucre International Airport (UIO) with once daily service from Fort Lauderdale-Hollywood International Airport (FLL), subject to approval of government operating authority.The new route is expected to launch in the first quarter of 2016. Flights will be available for sale pending government approval.From Fort Lauderdale-Hollywood, JetBlue currently offers 37 nonstop destinations, with up to 85 daily flights. The airline continues to strengthen its position in this key market as it ramps up its schedule to 100 daily flights to meet increasing customer demand in South Florida.Quito is the closest capital city to the sun at 9,350 feet above sea level, and lies on the equator, making it one of the few places in the world where you can simultaneously have one foot in the Northern Hemisphere and the other in the Southern Hemisphere.

  • Kit Kat / Argentina

oLOrgI2c_400x400Walter Thompson has been added the brand Kit Kat to its portfolio.The agency will be in charge of digital development, landing social networks and brand activations. The Nestle brand, which will be handled by J. Walter Thompson, was launched in Argentina last March.

 

 

  • “Coated novia”,  Illusion/Mexico

thumb.Z0Gl9Q2Z.6Ogilvy & Mather Mexican subsidiary has released its latest work for lingerie brand Illusion. It consisted of several women who convert their dresses in lingerie pieces to regain the passion in their marriage.

 

 

 

  • General Mills/Global

General_MillsGeneral Mills, a marketer that also devotes substantial resources targeting the Multicultural community, is reviewing its global media account. General Mills is jumping on the media review bandwagon, joining about a dozen other big advertisers that have called reviews in the last two or three months.Publicis Groupe’s Zenith Media is the long-time incumbent on the assignment. The cereal and snack foods giant spends more than US$800 million annually on ads in the U.S., according to Kantar.Joanne Davis Consulting has been retained to assist with the review process.

 

  • Volkswagen/Global

8680b8a54b32c17d28a9c5d6a175fa42_400x400 (1)Volkswagen Group is holding a global media agency review.VW Group, which owns both Audi and Porsche, currently works with WPP’s Mediacom in various markets. The shop retained its business after a review that took place a couple of years ago.The upcoming review is likely part of a multi-year routine, according to one industry executive.The company spent US$605 million on U.S. measured media in 2014, according to Kantar Media.

 

 

  •  Sony/Global

u24Glc4J_400x400Sony has kicked Off Global Media Agency Review.The Japanese company spent US$620.3 million on U.S. measured media in 2014.Interpublic Group’s Mediabrands, which owns UM, Initiative and BPN, will likely defend. The network’s UM has worked with the company for over a decade and currently supports Sony Pictures.In 2013, Sony awarded WPP’s Mediacom global duties for mobile devices.

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 Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

Click here for prior Sales Leads issues.

  • General Mills

General_MillsGeneral Mills, a marketer that also devotes substantial resources targeting the Multicultural community, is reviewing its media account. General Mills is jumping on the media review bandwagon, joining about a dozen other big advertisers that have called reviews in the last two or three months.Publicis Groupe’s Zenith Media is the long-time incumbent on the assignment. The cereal and snack foods giant spends more than $800 million annually on ads in the U.S., according to Kantar.
Joanne Davis Consulting has been retained to assist with the review process.

  • U.S. Navy

WNCcQQo9_400x400Following a review in which Lowe Campbell Ewald defended one of its largest accounts of 15 years, Young & Rubicam is the U.S. Navy’s new agency. Last year the Interpublic agency, now reconfigured as part of the Mullen Lowe Group, received a contract extension until a review could determine the winner of a five-year contract beginning this year. The agency last defended the business in 2009.Last year the Navy spent US$39.6 million on measured media, according to Kantar Media.The new contract runs for a full year, followed by four one-year options that extend through 2020. Y&R will handle traditional, digital and mobile advertising as well as account and media planning, research, public relations and events.Losing the Navy business is the latest blow for the agency, which lost its biggest client Cadillac last year, an account it worked on as part of a consortium of agencies called Rogue.

 

  • Volkswagen

8680b8a54b32c17d28a9c5d6a175fa42_400x400 (1)Volkswagen Group is holding a global media agency review.VW Group, which owns both Audi and Porsche, currently works with WPP’s Mediacom in various markets, including the U.S. The shop retained its business after a review that took place a couple of years ago.The upcoming review is likely part of a multi-year routine, according to one industry executive.The company spent US$605 million on U.S. measured media in 2014, according to Kantar Media.

 

 

  • Darden Restaurants

Darden_swoosh_400x400Darden Restaurants has split its media agency business between incumbent Starcom and Carat and 360i following a review.Starcom will retain Olive Garden, which is the biggest spender in the portfolio, but lose its LongHorn Steakhouse business to Carat and 360i.The Olive Garden brand spent us$155 million on domestic measured media in 2014, according to Kantar Media. Longhorn spent US$33.5 million.In 2010, Starcom won a consolidation pitch that included the Orlando, Fla.-based Red Lobster, Olive Garden and LongHorn Steakhouse brands. Starcom sibling agency Spark has worked with Red Lobster, which Darden sold last summer. Spark and Starcom are part of the Publicis Groupe-owned Starcom MediaVest Group Network.

 

  •  Sony

u24Glc4J_400x400Sony has kicked Off Global Media Agency Review.The Japanese company spent US$620.3 million on U.S. measured media in 2014.Interpublic Group’s Mediabrands, which owns UM, Initiative and BPN, will likely defend. The network’s UM has worked with the company for over a decade and currently supports Sony Pictures, which accounts for a bulk of the company’s measured media spending in the U.S., as well as various parts of its entertainment and electronics business.In 2013, Sony awarded WPP’s Mediacom global duties for mobile devices. That same year, Carat took home the North American business for mobile, adding to its existing Sony PlayStation business. Carat is part of Dentsu Aegis.

 

 

  • Snyder’s-Lance

imagesHorizon Media has been named Snack marketer Synder’s-Lance’s media agency of record.The agency will handle  four key brands: Snyder’s of Hanover, Lance, Cape Cod and Snack Factory Pretzel Crisps.Horizon takes over from incumbent shop, GKV of Baltimore, GKV of Baltimore, which had all of the brands except for Pretzel Crisps. Snyder’s-Lance — which held a competitive review for the business — spent US$8.6 million on measured media in 2014 across its portfolio, according to Kantar Media.Horizon will be responsible for “all core communications planning and activation responsibilities,” in the U.S.

 

 

Join us at PORTADA Mexico!

A recap of major news on the Marketing and Media front from around the web compiled by Portada Digital Media Correspondent Susan Kuchinskas.

hyundai-2014-fifa-world-cup-because-futbol-avoidance-large-10

Hyundai and Volkswagen Target Hispanics during FIFA World Cup

There’s more evidence that marketers are waking up to the economic and social power of Hispanic consumers, with car companies making plays at FIFA World Cup starting tonight in Brazil. Meanwhile, is the whole Hispanic thing in danger of fading away? Both global automakers plan advertising blitzes during the FIFA World Cup, according to Automotive News. VW will run commercials in English and Spanish on ESPN and Univision, while Hyundai has made its largest-ever Spanish-language TV buy to reach young Hispanic males, while promoting the hashtag #BecauseFutbol. In the U.S., football may be bigger than futbol, but the month-long World Cup actually garners Super Bowl-sized audiences over its entire run. And Hispanics spent $39 billion on new-car purchases last year.

T-Mobile to Put Univision in Your Pocket

Can you say “captive audience?” Univision and T-Mobile made a bold play to keep Hispanics in their pockets — or, really, it’s the other way around. Univision Mobile is a wireless service that will offer subscribers a mobile portal into content, including special exclusive offerings. Subscribers also get 100 minutes of calls to Latin America. They specifically target Hispanic customers with families overseas, and all include 100 minutes to call a mobile or landline number from the US to Mexico and Latin America. It’s a win for consumers with family or friends south of the border, and the phone and service are one non-stop ad for Univision.

Hollywood Hunting Hispanics

That’s per a panel of movie industry execs appearing as part of the Produced By conference in Los Angeles last week. The head of the National Association of Theater Owners said Hispanics are their most important consumer, and Univision’s Peter Filaci backed that up by saying that Hispanics represent 17.5 percent of the population, but contribute 19 percent of U.S. box office revenue.

And that’s with a dearth of movies featuring Hispanics. Think how much money they could make with a few casting tweaks. Said writer Gwynne Watkins, “Hispanic audiences have turned out en masse for movies that feature the rare Latino star or director. If the movies started to better reflect their audience, just imagine the possibilities.”

Are Hispanics Fading Away?

A flurry of soul-searching began last week after a study showed that 10 million Americans changed their race on U.S. Census forms between 2000 and 2010. The largest number of those who changed their race/ethnicity category were 2.5 million Americans who said they were Hispanic and “some other race” in 2000, but a decade later, told the census they were Hispanic and white — although they were balanced somewhat by 1.3 million others who hopped onto the Hispanic bandwagon. So … why?

A major factor is the pressure — and the growing opportunity — to blend into society and to identify with the majority, writes Mary Sanchez in the Kansas City Star. Click through to read her thoughtful analysis of race and ethnicity in America.

But Nate Cohn at the New York Times notes that this could be not so much an identity crisis as simply the result of a change in wording on census forms.

At least one thing is clear, at least: Folks in the U.S. prefer “Hispanic” to “Latino.” All this matters — a lot — to anyone trying to get a message to this desirable demo.

atdunkinlatina

Dunk On

Last week, Dunkin Donuts launched a new Twitter handle, @DunkinLatino. According to Latin Times, the franchise will do more than just pump out promos in Spanish; it may create new flavors that are “on trend in the Hispanic community.” Dulce!

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 Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Xavier Gonzalez at 1-212-685-4441 or e-mail him at  xavier@portada-online.com
SEE A DEMO OF THE DIRECTORY!

  • JetBlue

jetblueJetBlue Airways has launched a new advertising and marketing campaign, ‘Air on the Side of Humanity,’ which showcase the challenges of modern air travel by giving a voice to the most overlooked, unappreciated frequent fliers of all,pigeons,while reminding customers that there is a better way to fly. The campaign faces conventional airline branding with JetBlue´s statement about flying with humanity. The 360-degree campaign includes TV, online advertising, a first of its kind web video series, microsites, mobile, social, experiential and out-of-home advertising, all dedicated to bring JetBlue’s Humanity mission to life.There are also TV spots running in Boston, Fort Lauderdale and New York and multi-channel components. There are also new components, which will help to expand the campaign. These are: an experiential launch event in New York City and a video series collaboration with Funny Or Die. This series, custom JetBlue Spotify playlists, the mobile app that utilizes accelerometer functionality to entice audience interaction, and custom Buzzfeed posts with messages tailored to each market. The media strategy is video-led (television and online) featuring both long and short-form messaging.In a five-part video series entitled “Shoo’s Bird’s Eye View,” JetBlue delivers multi-media narratives from the perspective of a pigeon that draw playful comparisons on how people are treated by other carriers including cramped spaces, limited snacks, flying on someone else’s schedule and the feeling of being ignored.The humorous shorts live on JetBlue’s digital experience and social hub, CentralPerch, as well as FunnyOrDie.com, and leverage the social media footprint of the two brands through social activation and promotion.Here is the spot:

http://youtu.be/8th4YwUdULs

In this series, that began on April 2nd and continues throughout the month with new content weekly, JetBlue also does  regional section online takeover featuring a high impact push down unit while cross-device HTML 5 synched digital media units will roll out on select digital channels.Rounding out the campaign in Boston and Florida, consumers will experience similar print executions in the Boston Globe, Fort Lauderdale Sun Sentinel and The Miami Herald and interactive homepage takeovers on Boston.com and MiamiHerald.com. Boston will bring back a first-to-market execution of pigeons riding on taxi tops and expand with strategic Out-of-Home to reach the business traveler, while Florida will reach Hispanic audiences via television and digital executions across Univision, Telemundo and Telefutura networks.Customers can tune in weekly to Shoo’s Bird’s Eye View in JetBluecentralperch.com.The creative, media and online experiences were  done by Mullen’s Boston office, JetBlue’s agency-of-record since 2010.

  • Volkswagen

vwgnMediacom has held the account with Volkswagen since 1998, which includes strategic media insight, as well as media planning and buying for all VW Group brands: VW, Audi, SEAT and Skoda. The agency will extend its global Media Partnership with the German brand by adding commercial vehicle brand MAN to its responsibilities, as well as all VW brands in Poland, according to MediaPost. The extension came without a formal review, yet VW held competitive pricing talks with several agencies.This means a big step for the agency, as VW ad spending globally, according to RECMA, is more than US $3 billion.However, it was not totally unexpected. MediaCom has produced several award-winning campaigns for VW brands, including the Beetle Shark Cage in the U., which won numerous awards, including at Cannes Lions.

  • Mike’s Hard Lemonade

mhlMike’s Hard Lemonade Co. is facing growing competition in the flavored-malt-beverage category from Diageo and Anheuser-Busch, among others. To keep pace, the brand has switched creative agencies, changed its logo and is moving off TV, where it spent almost US $19 million in 2012 and 2013, and all into digital advertising, according to Ad Age. The brand is expected to spend about US $13 million this year on digital sites that include Woven, Vevo, BuzzFeed, Discovery, the Weather Company, Onion and Complex Media targeting millennials. Its digital video ads were created by independent agency Tri3sect out of Chicago.With major competitors and heavy TV users A-B (Bud Light Lime) and MillerCoors (Redd’s Apple Ale) gearing up promotions, abandoning TV may be risky for Mike’s, but time will tell.

  • McDonald’s

mcdonall´sMcDonald’s will give away free small cups of McCafe coffee during its breakfast hours from March 31 through April 13. This is the first time the chain has ever given out free coffee, according to USA Today .But apparently, it is a move in response to recent Taco Bell commercial, which was mentioned in our previous Sales leads edition.
To McDonald’s, the free offer is just a way to get customers to try its McCafe coffee, but, clearly the chain is smarting from the Taco Bell commercials and this is its way of fighting back. McDonald’s and Taco Bell are both major ad spenders, so this might just be the opening salvo between the two.

  • Meijer

meijerRegional grocery chain Meijer has shifted its media account after a review. From now on, Doner Media in Southfield, Michigan. will handle planning and buying for the retailer, which is based in Grand Rapids, Mich. and has some 204 stores in Michigan, Ohio, Indiana, Illinois and Kentucky. its’ annual media spending is estimated at more than US $30 million.
The new agency got ahead Empower Media Marketing in Cincinnati. The review, which was managed by Potomac Group in Fredericksburg, Va., pitted Empower against Doner, Bernstein-Rein in Kansas City, Mo., and Zimmerman Advertising in Fort Lauderdale, Fla., according to AdWeek.Doner Media, a unit of MDC Partners’ Doner, also works for Arby’s, AutoTrader.com, Smithfield Foods, the PGA Tour, O’Charley’s and the UPS Store. Creative responsibilities were not in play and remain split at The Distillery Project in Chicago.

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A summary for 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.

HSBC – Mindshare / Global ::: The Palace Luxury Outlet – Argentina ::: PageGroup – Argentina ::: Tramontina – JWT / Brazil ::: Volkswagen – CP Proximity / Spain ::: Thomas Nelson – Francisco ::: Open English

thomas.nelsonThomas Nelson

The publisher and producer of Christian books, bibles and Videos is introducing a marketing campaign to promote the Spanish-language book “Francisco” on the recently elected pople Francis I. The advertising promotional campaign starting on May 7th in the U.S. and Mexico comprehends:

  •     Radio Interviews in key Markets (Miami, Puerto Rico, South Texas, Mexico, Los Angeles)
  •     TV product placement (Morning Shows – Mexico, Miami, Puerto Rico, Los Angeles)
  •     Online Ads (Adwords)
  •     Online Ads (Yahoo, Univision)
  •     Online Video Ads (Youtube and Pay per view content outlets)

“Francisco” will also be promoted through Thomas Nelson direct mailed catalogs.     Thomas Nelson is the sixth largest American trade publisher and the world’s largest Christian publisher.

open.englishOpen English

Open English, the online and off-line English-language school originally founded in Caracas, Venezuela, is going to soon target prospects in the U.S. Hispanic market and Spain. Open English has already done substantial marketing and advertising in Latin America, including in Brazil where it is a top 15 cable Advertisers. Mario Cordon, Open English’s Chief Marketing Officer, will be speaking at Portada’s Latin American Advertising and Media Summit in Miami on June 4-5.

 

REINO UNIDO HSBCHSBC – Global

HSBC has chosen WPP´s Mindshare to handle its global media buying and planning account. Mindshare retains the estimated USD 600 million global account after a review that began last fall.

 

 

The Palace Luxury Outlet – Argentina

The Palace Luxury Outlet has chosen the Argentinean agency Quiroga as its media agency. Quiroga will be in charge of the media planning and buying in the country.

PageGroup – Argentina

Jasper + Asociados has been named by PageGroup and its brands (Page Executive, Michael Page,Page Personnel and Page Interim)its communication and PR agency in Argentina.

Tramontina – Brazil

JWT will work with Tramontina in Brazil as its creative agency. The account will be managed by JWT Porto Alegre.

volkswagen.logoVolkswagen – Spain

CP Proximity Spain has won the Volkswagen Finance account after a review. The agency will be in charge of the communication, advertising, branding, marketing, CRM, events, shop marketing, campaings, and digital operations in Spain.

Nora Guardiola will be in charge of the account in CP Proximity and Juanma Ramirez will be in charge of the media planning and buying.

 

samsung.boltSamsung – Global

Samsung has announced a deal with Usain Bolt. The athlete will be the image of Samsung´s new global campaign for its camera NX300.

 

 

 

 

burgerBBVA – Burger King – Global

La Liga BBVA, a professional division of the Spanish football league, has once again partnered with the Burger King brand and Pepsi for a promotion aimed at engaging soccer fans.

Building upon the 2012 La Liga promotion, guests will have the opportunity to celebrate their favorite soccer teams and players at participating Burger King restaurants and earn chances to win prizes in an in-restaurant scratch and win game as well as an online Facebook game. The Facebook game is free and available to everyone who downloads the app. Scratch & Win game pieces are included with the purchase of a qualified combo meal.

Learn more about crucial strategies from advertising and media luminaries targeting Latin American and Hispanic audiences. Book now for our Latam Advertising and Media Summit, a required event for any marketing professional.