What: A summary of the most relevant consumer insight research in the US, US Hispanic, and Latin American markets. Why it matters: If you’re trying to keep up with the latest happenings, this is your one-stop shop.
As we have seen before, US Hispanics are more active on social media than non-Hispanics. As Nielsen shows in its recent report on Latino’s online behaviors, 19% of US Hispanics aged 18-49 spend 3-4 hours on social media every day. In general, Latino consumers are more likely to own the newest technology, as well as to use the internet for job searching and online courses.
According to SSG’s primary survey, 68% of Spanish-Dominant Hispanics who can vote in Federal elections feel very to extremely confident that they will go out and vote in the November 2018 mid-term elections. Spanish Dominant Hispanics consider that Immigration, Racism, Homeland Security, Gun Control and Health Care are the top 5 issues facing the country.
The Cocktail, Wunderman Mexico’s consulting unit in the area of digital transformation, has presented a report called “E-Commerce Challenges in Mexico”, which shows that 85% of internet users have completed an online purchase in the last year, with electronics leading the list of categories (39%). The services category has grown by 20% compared to last year, with the travel category on top (77%).
Nielsenreports that US consumers’ appetite for protein is growing. 55% of U.S. households say high protein is now an important attribute to consider when buying food. While the popularity of plant-based proteins is certainly growing, data shows that consumers are still choosing traditional sources of protein such as meat, eggs, and dairy as their primary source.
A survey by Diffusion and YouGov has revealed that 81% of US internet users said they would buy at least one item from a D2C brand in the next five years. More specifically, 36% said they would make 1% to 19% of their purchases from D2C brands in the next five years. Convenience was the leading motivator; 27% perceived buying D2C brands as easier than going to a traditional store.
Verizon Communications has named K. Guru Gowrappan as Oath’s CEO replacing Tim Armstrong. Gowrappan previous role was president and chief operating officer (COO)
Wunderman has appointed Mel Edwards as its global chief executive. Edwards will be responsible for realising Wunderman’s vision of creating a ‘Creatively Driven. Data Inspired’ message to brands.
Sara Larsen has been appointed chief marketing officer by Brightcove. Larsen prior role was vice president, Americas marketing and communications at Dassault Systèmes.
Uber has hired Rebecca Messina as its global chief marketer. Messina joins from Beam Suntory where she held the same role. Prior to this, she spent 22 years at Coca- Cola.
Imran Khan is leaving his position as chief strategy officer at Snapchat to “pursue other opportunities”. Khan joined the company in 2015.
Vinayak Hegde has been hired by Airbnb as lead of ‘global growth marketing and traffic platform’. Hedge joins from Groupon where he was the e-commerce company’s senior vice president and global CMO.
Vevo has named Alan Price as chief executive officer (CEO). Price joined the company nine years ago as chief finance officer.
Twitter has hired Sarah Personette as its new head of global Twitter Client Solutions. Personette joins from Refinery29 and will oversee all of the global regional TCS leaders, Client Solutions Development and Global Brands.
MDC Partners announced that Scott Kauffman is stepping down as chairman and CEO. Kauffman previously served as presiding director of the board, beginning in 2006.
Chief marketing officer Seth Farbman will leave Spotify at the end of this month to “pursue other opportunities”. Farbman joined from Gap in 2014.
The IAB today announced that Michael Texidor has been promoted to Vice President, Learning and Development, and Breda O’Reilly has been named Vice President, Investment and Relations.
The United States Hispanic Chamber of Commerce (USHCC) has appointed Ramiro Cavazos as its next president and CEO. Cavazos is currently President and CEO of the San Antonio Hispanic Chamber of Commerce.
Kristen O’Hara has joined Snapchat as vice president of US Global Business Solutions. She joins from WarnerMedia where she held the role of chief marketing officer for over seven years.
Mark Read has been appointed chief executive officer by WPP. Prior to this, he held the role of global chief executive of Wunderman.
Robyn Tombacher has been named chief operations officer for the region by Wunderman. Tombacher’s previous role was head of operations for North America for the agency.
Netflix has hired Vernā Myers as vice president of inclusion strategy. Myers will help devise and implement strategies that integrate cultural diversity, inclusion and equity into all aspects of Netflix’s operations worldwide.
Shawn O’Neal has joined Gain Theory to lead its North American operations. Prior to this, he was serving as vp of global data marketing and analytics at CPG giant Unilever.
Butler, Shine, Stern & Partners has hired Matthew Curry as its new chief creative officer. He joins from 72andSunny where he was group creative director.
André Fernandez has joined the executive leadership team of tech company NCR as chief financial officer. He previously worked at CBS Radio where he led the effort to prepare the company for a potential IPO.
Latino Food Industry Association (LFIA) has a new President, Lilly Rocha, founder of the Sabor Latino Food Industry Trade show. Her mission will be to lead the nation’s first national association representing Latinos involved in every aspect of the food industry.
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.
Ricardo de Diego is the new brand director for ACB. He previously served as marketing and communications director at Kia Motors.
Soledad Bereciartua is the new press and public relations manager of Peugeot, Citroën, and DS in Argentina. Bereciartu joined the company in 2011.
Óscar Orellana has been promoted to general manager of Wunderman Spain. His long trajectory at the company started in 1999 as an account executive. In 2002, he joined the directive board and began managing all operations in Barcelona.
Juan Carlos Borbón has been named marketing director by the Instituto Costarricense de Turismo. His mission in this role will be to lead all marketing and commercialization proposals.
US apparel company Under Armour Inc has announced the appointment of Manuel Ovalle as managing director for Latin America. Ovalle joined Under Armour in 2013 from Adidas, where he worked for 20 years.
The Peruvian company EXSA has announced the appointment of César Velasco as marketing manager. He joined the company in 2010 as business development manager.
José Toledo Montenegro joins Farmagro as the new marketing manager. Toledo comes from Archer Daniels Midland Perú where he served as marketing director since 2011.
Wunderman is appointing former SapientRazorfish’s Daniel Bonner to new global chief creative officer, replacing Lincoln Bjorkman. In this role, Bonner will lead Wunderman’s creative teams across 70 countries.
Marie Gulin-Merle, previously CMO at L’Oreal USA, has been named new chief marketing officer at Calvin Klein, filling a role that has been vacant for more than a year after Melisa Goldie’s resignation.
Maribel Viteri-Reyes is now director of marketing across the Americas at Japan Tobacco International.
John J. Camarillo is now head of Publisher Partnerships at SABIOMobile.
Under Armour, Inc has announced thatKarl-Heinz (Charlie) Maurath will retire as its Chief Revenue Officer effective March 31, 2018. Maurath joined Under Armour in September 2012 as President, International with responsibility for growing the company’s business overseas.
Dataprise, a managed IT services provider, has announced the appointment of Todd Mitchell as Chief Operating Officer. Mitchell will be responsible for implementing and overseeing all customer facing and service delivery functions.
SS8, a network intelligence company, has announced the appointment of Keith Bhatia as executive vice president of corporate and business development. He will be tasked to identify and build new business relationships for SS8’s market-leading network intelligence.
JWT‘s CEO Tamara Ingram has hired McGarryBowen U.S. CEO Simon Pearce as the chief executive of North America, a newly created position. He will take on the role, which includes running JWT New York, in April and will report to Ingram.
Walt Disney Co. has named James Pitaro as president of ESPN and co-chair of Disney Media Networks. Pitaro has been chair of Disney Consumer Products and Interactive Media since 2016. He replaces John Skipper, who stepped down last year because of personal issues.
Mediavest | Spark, a full-service media agency under Publicis Media, announced that it is rebranding as Spark Foundry. Separately, Publicis Media recently integrated its Tapestry and MV42 multicultural agencies into their general market agencies. Since coming together as Mediavest | Spark in March 2016, the agency has welcomed numerous new clients including BEL Groupe (Global), MTV, KFC, Mattel, H&R Block (USA), Expedia (SEA), EuroLoan (Poland), Virgin Mobile (MENA), OnePlus (UK) and Diageo (Australia). It also recently lost Sprint. Spark Foundry aims to aggressively roll out its winning proposition to its 3,500 employees across the world, while amplifying its best-in-class capabilities for clients.
Univision Deportes announced Toyota has signed on as the first official sponsor of juanfutbol, the social-first soccer channel recently launched onFacebook focused on creating socially-native content for Hispanic millennials. Toyota’s launch sponsorship with juanfutbol, combined with their overall Univision CONCACAF Gold Cup partnership, will provide an exceptional multi-platform experience for passionate soccer fans. Fans can watch all the Gold Cup matches across Univision’s portfolio of networks including Univision, UniMás and UDN, as well as the Univision Deportes App (iOS, Android), Univisiondeportes.com and Univision Now. Juanfutbol will engage fans even deeper with interactive content featuring players that “gave it their all,” bringing fanáticos closer to the action.Together with Toyota, juanfutbol will create interactive branded posts throughout the three-week Gold Cup tournament, pitting North American, Central American and Caribbean neighbors and rivals against each other. Gold Cup includes a total of 25 matches and 12 teams vying for a spot in the playoffs and qualify for the 2021 FIFA Confederations Cup. Juanfutbol will announce the player who “gives it their all” integrating Toyota’s brand messaging and enticing fans to engage with content.As a sponsor of the CONCACAF Gold Cup, Toyota will ignite soccer passions through its “Dale Duro” multichannel communications campaign featuring the Toyota Tundra.
MullenLowe Mediahub, part of Interpublic Group, has been appointed media agency-of-record for Florida-based PODS Enterprises, a storage and moving services, Mediapost has reported.The win follows a review.
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WPP continues consolidating its’ agencies. Now, the conglomerate is folding shopper specialist POSSIBLE into digital and crm agency Wunderman.Some months ago the network also merged media agency Maxus into its larger sibling MEC, whereas Mindshare absorbed Ogilvy’s Neo. POSSIBLE will continue to operate as a stand-alone brand with POSSIBLE Global CEO Shane Atchison reporting to Wunderman Global CEO Mark Read. The combined agencies have more than 9,200 people in 200 offices in 70 countriesThe combination offers clients experience in building and maintaining marketing automation platforms, offshore production, performance media, mobile and CRM, with specializations in customer experience, content, commerce, data and health. Among the clients the two agencies share is software giant Microsoft.
Beginning today, 11 states will see their namesake on Budweiser bottles and cans as part of the brand’s latest evolution of its iconic summer packaging. Available as from July till the end of September, Budweiser’s newest look celebrates the local states Budweiser and its breweries call home.Since 1876, Budweiser has been brewed across America and its new state packaging pays tribute to the 12 breweries that relentlessly produce America’s No. 1 full-flavored classic lager. The packaging will be specific to California (featuring two Budweiser breweries), Colorado, Florida, Georgia, Missouri, New Hampshire, New Jersey, New York, Ohio, Texas and Virginia.To continue the celebration of its local breweries throughout the summer, Budweiser will also host brewery open houses, air unique radio spots in each market, featuring local Budweiser brew masters and/or the brewery’s general managers and present its first-ever “Budland” festival bringing together the best of LA’s local music artists, fashion and food.
Alaska Tourism Industry Association
Anchorage-based Spawn Ideas agency has won the Alaska Tourism Industry Association account including strategy, media buying and planning. The business had previously been held by Brilliant Media Strategies for 30 years.
NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers: New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team. Download the Database: Download the full Database in Excel Format. Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.
Hot agency M&A scene in Latin America as major global ad agencies WPP (Wunderman), Dentsu-Aegis and Havas just bought agencies in Brazil, Chile and Argentina.
Brazil: Wunderman buys Digital Marketing Agency Pmweb
WPP wholly-owned operating company Wunderman acquired a majority stake of Pmweb Comunicação, a digital marketing specialist in Brazil. Pmweb is specialized in cross-channel campaigns management. It has offices in Sao Paulo and Porto Alegre. Clients include beverage giant Ambev, cosmetic company Avon Brazil, airline company Azul, and fashion business Animale. The acquisition deal establishes that Pmweb will still operate independently. Pmweb’s founder, Tárik Potthoff, remains as the CEO and leader of the operations. According to Wunderman Brasil, the objective of the deal is to focus operations on accuracy and results in the retail sector.
Dentsu Aegis Network also started the year with acquisitions in Latin America by buying the Chilean agency Veriplan. The company is now part of Vizeum, which will soon be launched in Chile, expanding Dentsu’s solutions in the country and neighbouring markets. Veriplan was founded in 2012 as part of the Veritas creative group, which has been operating in Chile since 2005 focused on media planning, digital communication, and outdoor media. The agency has big multinationals in their portfolio, such as Toyota Chile. Veriplan senior executive Patricio Cerda will now act as digital manager, Vizeum Chile. Claudia Colaferro, president, Dentsu Aegis Network Latin America, said in a statement that the purchase is a “natural choice”, given the good performance of Veriplan locally. She also emphasized that the deal is part of Vizeum’s strategies to grow in the region.
Argentina: Havas Group expands DBi in Latin America with Intellignos Acquisition
Havas Group announced the acquisition of Intellignos, an Argentinian big data analytics agency. The relationship between Havas and Intellignos started in 2012, when Havas Group purchased a 20% of Intellignos. Intellignos will now be part of Havas Group DBi, the consulting data intelligence unit of the group. DBi was founded in Europe in 2006 and also offers services in Argentina, Colombia, Chile, Colombia, and Mexico — with goals to start operating in Brazil until the end of the year. Rob Jackson, one of DBi’s founders, steps in as global general manager. Juan Manuel Damia, founder and CEO, Intellignos, will be in charge of Havas Group DBi in Latin America.
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 COROPORATE 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 email@example.com. SEE A DEMO OF THE DIRECTORY!
::: Pepsi-Omnicom ::: WPP-Wunderman-Phantasia ::: MetLife-Wunderman ::: Gillete-BBDO New York ::: Socialive-Unilever :::
Pepsi has selected Omnicom over New York agencies Lloyd&Co and Moondog for the creation of its latest global ad campaign in its ‘Live For Now’ campaign. The 30-second ad features the track ‘High’ by US group Young Rising Sons, and concludes with a jingle last used in a 2001 TV commercial starring Britney Spears. A series of four ads will run in North America, Europe and Latin American markets.The company has confirmed that global brand ambassador Beyonce will not appear in any Pepsi marketing during 2015.
WPP agency Wunderman has acquired a majority stake in Peru-based digital marketing agency Phantasia to develop its strategic network in Latin America.Founded in 1998, Phantasia employs 200 people at its Lima office, and has been a Wunderman affiliate since 2012. Its clients include Telefonica, Backus, Banco de Credito, Samsung and Coca-Cola.WPP claims to generate US $1.6bn in annual revenues in Latin America, though only US$40m currently from Peru, where the company employs 700 people.
MetLife Latin America
Insurance company Metlife has chosen Wunderman’s Regional Hub to develop social networking and corporative sites strategies.Wunderman’s Regional Hub will be responsible for implementing digital strategy for social networks and corporate sites of MetLife in Latin America.
Gillete has released its new global campaign, a BBDO New York effort, “Usa tu y” .The campaign is a proclamation against stipulated labels that indicate what women are or should be. Thus, real women’s complexity is much higher than that of the stereotypes about women.
Under the slogan “Social is alive, so are we,” is born the new agency Socialive. The new agency has won all Unilever digital accounts (creative).Socialive is led by Lucia Verdaguer, Nicolas Bugari, Cañeque Lucia and Francisco Mora.
People change positions, get promoted or move to other companies. Portada is here to tell you about it.
Carlos Holcombe / Rodolfo Núñez – Ogilvy México ::: Felipe De Stefani – Turner Internacional Argentina ::: José Luis Betancourt – Ingenia ::: Fernando Medin – Discovery Networks Latin America/US Hispanic ::: Geraldina Jiménez – SCLBITS ::: Eric Descombes – Y&R y Wunderman México ::: Germán Vera Márquez – Wacom :::
Carlos Holcombe is the new general creative director ofOgilvy México. He will report to Horacio Genolet, CEO and Nora Larios. Ogilvy also announced the hiring of Carolina Molano as account director for the Pfizer account in Mexico and Latin America. The executive will report to Genolet, regional leader of the Pfizer account.
Also, Rodolfo Núñez has been appointed director of Social@Ogilvy and head of digital strategy globally. Rodolfo has worked for Ogilvy El Salvador as general director of OgilvyOne.
Felipe de Stefani has been promoted to general manager of Turner Internacional Argentina (TIA). He will continue as Sr VP and general manager for Turner´s channels TBS veryfunny, Infinito, truTV, HTV, Glitz and MuchMusic.
Turner Argentina has 850 employees and broadcast to over 40 countries. Stefani will replace Whit Richardson, who will work from Atlanta, US, as executive VP of marketing and distribution.
José Luis Betancourt, ex president of JWT Mexico, has announced a partnership with Pablo Hernández O’ Hagan and Eduardo Bello to work with Ingenia. Ingenia has also opened a new office in the US. The agency works with clients like Bimbo, Visa, Coca-Cola Femsa, Diageo, La Bolsa Mexicana, Toyota, Henkel, La Costeña, Mondelés, Rotoplas.
Fernando Medin has been appointed executive vp of Discovery Networks Latin America/US Hispanics. Medin will continue working as general manager of Brazil and will report to Enrique Martínez, president and general director of DLA/USH and Canada.
Geraldina Jiménez is now a partner of SCLBITS and will also work as general director. Also, Mariana del Valle will be in charge of the creative direction and Leonardo Lambertini continuous as innovation and development director. Among SCLBITS clients are Telmex, Telcel, Motorola, McDonald´s, Atomix Magazine, Coca Cola, Nike de México, Evernote, Roshfrans, Conagra Foods and Aeroméxico.
Eric Descombes has left its position as president and general director of Y&R and Wunderman Mexico. Descombes is the second president that leaves a company of the WPP Group in Mexico (after Betancourt from JWT). Polo Garza, chairman of WPP, will replace him.
Wacom has named Germán Vera Márquez as Business Development Manager for Mexico.
People change positions, get promoted or move to other companies. Portada is here to tell you about it.
Debu Purkayastha – Google ::: Paul Hinds – Information Resources ::: Barry Chamberlain – CBS ::: Marcus Reynolds – Wunderman ::: Michael Barret – Millennial Media ::: Alex Lekikh – Mullen :::
Debu Purkayastha, Google´s Sr. International business executive, working on M&A and investments, has left the company. He will now be working for Octopus Investments in UK.
Information Resources, a global company specialized in innovative solutions and services for consumer, retail and over-the-counter healthcare companies, announced the appointment of Paul Hinds to the newly created position of Senior Vice-President (SVP), International Retail Solutions.
Barry Chamberlain has been promoted to President of Sales of CBS Studios International. He will report to Armando Nuñez, President and Chief Executive Officer of CBS Global Distribution Group. Chamberlain will be in charge of the international distribution of the Group in all platforms (digital, cable, video on-demand, etc.) The executive will be also in charge of the content of CBS Television Studios, CBS Television Distribution, Showtime, CBS News.
Michael Barrett, most recently the chief revenue officer at Yahoo, has been named the new CEO of Millennial Media. Marissa Mayer ousted Barrett soon after she took over as Yahoo CEO, replacing him with Henrique de Castro, whose Yahoo tenure ended abruptly two weeks ago. Barrett will be replacing Paul Palmieri, the company’s founder, who has also resigned from its board of directors. Palmieri will join New Enterprise Associates (NEA) as venture advisor focused on technology out of its Chevy Chase, Maryland office.
Alex Lekikh is the new CEO of Mullen, replacing Joe Grimaldi. Ad Age reports that Lekikh will move from president to CEO at the Boston-based Interpublic Group of Cos. shop. Grimaldi will stay on as chairman for the next two years. He has been with Mullen for 31 years and became CEO 14 years ago, when the company was purchased by IPG.
Wunderman has hired Marcus Reynolds as a strategy director. He will lead strategy on the Microsoft and Jaguar accounts, reporting into CSO Richard Dunn. Reynolds was most recently global digital strategy director at Ogilvy & Mather, leading digital strategy across Philips’ consumer portfolio.