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Gravity has announced the arrival of multicultural strategist Xavier Turpin as Vice-President of Client Services and Strategy. In this role, Xavier will lead multicultural strategy for Gravity’s clients.

His analytical and structured approach, mixed with a deep understanding of the multicultural marketplace, has earned Xavier Turpin great respect and accolades within the advertising industry.

Xavier brings with him over 25 years of multicultural and diversity communications experience. He was named member of the ‘Multicultural Thought Leaders Circle’ by the Association of National Advertisers (ANA)‘Top Marketer to Hispanic Audiences’ (twice) by Portada, and ‘Top Hispanic Market Thought Leader’ by HispanicAd.com.

His experience and implementation of multicultural strategies have directly impacted the evolution of how brands reach diverse audiences. Prior to joining Gravity and as Director of Multicultural Marketing at Dunkin Donuts, Xavier revolutionized the company’s Total Market Practice throughout Dunkin’s marketing organization, creating a ‘Center of Excellence’ elevating the implementation of multicultural strategies and increasing the company’s ROI. Along with this, he has led emerging market initiatives for leading companies such as Bellota/Corona, Fiskars, Makita, and Vertis, just to name a few.

In his new role, Xavier will place a great focus on Gravity’s client General Motors’ multicultural and diversity initiatives.

 

It’s time to evaluate this year and set up plans for 2017.  We asked major brand marketers and agency executives what they asking their partners to do more of next year and what they plan to invest in. Video/Social, Data-analytics, Owned Events and Talent are the main areas of investment.

The 3 questions  we asked:
1. For 2017 what are you asking your media partners to do more of, or what would you like to see more from them?
2. What are you asking your agency partners to do more of  in 2017 (If the interviewed is an agency executive then the question refers to their brand partners).
3.  What are the main areas of investment for your company on the marketing side  in 2017?

Xavier Turpin, Director – Multicultural and DD SW/West Field Marketing at Dunkin’ Brands Inc.

1. “We are asking our key media partners to understand our strategic direction and challenge back how they can build customized programs to help achieve them.”
2. “For agencies, it’s all about making sure they are focusing the right intellectual horse power in the right areas to help us best drive the business.”

3. In video (both Linear and Digital) and Social Media.

Gloria Constanza, Partner, Chief Contact Strategist,  d exposito & Partners, New York

1. “Ideas that truly support our clients’ objectives, that are designed based on data and facts, but still take into account the cultural art of our audience.  Ideas that can easily be tested and that can deliver results.”
2. “We need those advertisers that had shifted the pendulum to “a one size fits all approach” to rethink their strategies and focus on being relevant to the different audiences/segments of their business.”
3. “Continue to build our data/analytics offering in order to effectively address the ongoing transformation the industry is facing.  While advertising has always been grounded in data, in today’s age, the ease of gathering consumers learning by the minute, requires a more robust application to the available data.”

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Zach Rosenberg, President at MBMG, Los Angeles

1.Invention and first to market ideas to help our clients break through the clutter. Accountability in the form of helping to drive ROI such as better measurement.”

2. “Access to more first party data to allow for better optimization and to acquire deeper, more actionable insights.Willingness to take risks and to test and learn.”

3. “Talent and tools.”

 

 

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Manny Gonzalez, Senior Director, Multicultural Marketing Moet Hennessy, New York

1. “Identify more media partners, especially in the digital space, that have stronger original content creative capabilities.”

2. Same as question 1.

3. On one hand digital. On the other hand,   wholly-owned influencer events (original, not sponsored or third-party).

 

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Sonia Rocha – Villalba, VP Account Director-Media, Zenith Media,Los Angeles

1.  Holistic campaigns that fluidly leverage all their assets (TV, digtal, radio and especially social).  Capitalizing on the social success of our media partners to collectively deliver on campaigns is a big goal for next year.

2. We recommend brands assign more resources to create content and messaging that resonates with consumers and their interests. Ideally, it would be great to make all this content shareable to follow on consumption trends we are seeing today.

 3. N.A.

Join us at PORTADA Mexico!

Awards in 8 different categories are up for grabs. Vote now! One of the most coveted categories is the Top Marketer to Hispanic Audiences, with major nominees such as Xavier Turpin, Multicultural Marketing Director Dunkin’ Brands, Julian King, SVP Marketing & Corporate Development, Xoom, Javier Delgado, Marketing Director, Walmart, Alejandro Juarez, Director of Communications and Education – UnitedHealthcare Latino Health Solutions, Trisha Ranes, Sr Marketing Manager, H&R Block and Fabian Castro all running! Check out the nominees and then vote!

2015 Hispanic Advertising and Media Award Nominees

15-logo-hispanic-awards copy

TOP MOBILE MARKETING CAMPAIGN

  • UEFA Champions League Champion the Match Promotion
  • Red Lobster Movil
  • T-Mobile
  • Home Depot/Briabe
  • Avianca Adsmovil Ad Exchange
  • AT&T Mobility

TOP 2015 SPORTS MARKETING CAMPAIGN

  • Coca-Cola/Estadio de Todos
  • ESPN Deportes
  • DishLATINO
  • El Clasificado
  • Coca-Cola/Jersey Exchange
  • Allstate

TOP CONTENT PROVIDER TO HISPANIC AUDIENCES

  • Batanga Media
  • Festival People en Español
  • Mercado Bilingue
  • OLYMPUSAT
  • El Clasificado

TOP HISPANIC ADVERTISING CAMPAIGN

  • Soccer.com/AC&M Group
  • DishLATINO
  • MetroPCS/Richards/Lerma
  • Pizza Patron/Richards/Lerma
  • Coffee-mate/Casanova Pendrill
  • Recreational Boating and Fishing Foundation – Lopez Negrete Communications
  • Coors Light
  • FURIOUS 7 / Universal Pictures

TOP HISPANIC DIGITAL ADVERTISING CAMPAIGN PLAN AND EXECUTION

  • ​​Dias Grandiosos con Kellogg’s and Major League Baseball
  • Coca-Cola and Social@Ogilvy
  • Honda Fit
  • Tampico Moms – Roar Media
  • Kia/Identity
  • Corona Extra/Horizon Media
  • Recreational Boating and Fishing Foundation Hispanic Campaign – Lopez Negrete Communications

TOP INTEGRATED HISPANIC MARKETING CAMPAIGN

  • Verizon FIOS/Mercado Billingue
  • Ortho Nova/Latin2Latin Marketing
  • McDonald’s/D Exposito & Partners
  • Discovery en Español
  • DishLATINO
  • Ford Motor Company / Azteca America
  • Kimberly-Clark/Mindshare
  • Focus Features Insidious: Chapter One/BARU
  • Partnership for Drug Free Kids / Hilary Baris
  • Oscar Mayer Carving Board/SMG

TOP MARKETER TO HISPANIC AUDIENCES

  • Hispanic Heritage Foundation
  • Target
  • Xavier Turpin, Multicultural Marketing Director Dunkin’ Brands
  • Julian King, SVP Marketing & Corporate Development, Xoom
  • Javier Delgado, Marketing Director, Walmart
  • DishLATINO
  • Alejandro Juarez, Director of Communications and Education – UnitedHealthcare Latino Health Solutions
  • Trisha Ranes, Sr Marketing Manager, H&R Block
  • Fabian Castro / Universal Pictures

TOP MEDIA PROFESSIONAL OF THE YEAR

  • Phillip Morales, Editor in Chief, Mercado Bilingue
  • Juan Carlos “JC” Balarezo, ‎Director of Media Relations, EPMG
  • Elizabeth Barrutia, President & CEO, BARU Advertising
  • Gloria Constanza, Partner & Chief Contact Strategist, d expósito & Partners
  • Eder Holguin, Founder and CEO, Ideal Media
  • Pedro Rodriguez, Director of Integrated Marketing, People en Español

VOTE HERE!

Xavier Turpin,  Multicultural Marketing Director, at  Dunkin’ Brands and Kymber Umaña, Hispanic Marketing Manager at Sprint, are joining Portada’s Editorial Board. Both will be present at #Portada15 on September 16 and 17 in New York City.

Xavier Turpin,  Multicultural Marketing Director, at  Dunkin’ Brands and Kymber Umaña, Hispanic Marketing Manager at Sprint (photo) are two great additions to our Editorial Board, also comprised of:

  • Gonzalo del Fa, President of Group M, Multicultural
  • Martha Kruse, Senior Director of Multicultural Marketing, Rooms to Go
  • Maria Cristina Ríos, Director, Multicultural Marketing Media Strategy, Macy’s
XAVIER TURPIN Director of Multicultural Marketing Dunkin' Brands Inc-1
Xavier Tupin

“I’m honored and pleased to be joining Portada’s Editorial Board. Portada has the reputation of having its finger on the pulse of the US Hispanic and Latin American marketing and media industries, and I’m thrilled to be part of this impactful community,” says Xavier Turpin, Multicultural Marketing Director at Dunkin’ Brands, who is joining the Editorial Board. “ I’m greatly looking forward to working with publisher Marcos Baer, his team and the rest of the Editorial Board, to work toward Portada’s mission to help professionals in Business and Media understand and reach Hispanic consumers,” Turpin adds.

Portada is an essential informational tool for any marketer who wants to succeed in Multicultural America.

Fellow Editorial Board member Gonzalo del Fa says that “Portada is at the forefront of news and insights on Hispanic marketing and media. Portada websites, magazine and events are an essential informational tool for any marketer who wants to succeed in Multicultural America.”

Join us at PORTADA Mexico!

We are very excited to announce that we just added two key brand Marketers to our Editorial Board who will choose the Hispanic Advertising and Media Award Winners, which will be announced at the Award Ceremony at #Portada15. Start nominating!

Xavier Turpin,  Multicultural Marketing Director, at  Dunkin’ Brands and Kymber Umaña, Hispanic Marketing Manager at Sprint (photo) are two great additions to our Editorial Board, also comprised of:

  • Gonzalo del Fa, President of Group M, Multicultural
  • Martha Kruse, Senior Director of Multicultural Marketing, Rooms to Go
  • Maria Cristina Ríos, Director, Multicultural Marketing Media Strategy, Macy’s
XAVIER TURPIN Director of Multicultural Marketing Dunkin' Brands Inc-1
Xavier Tupin

“I’m honored and pleased to be joining Portada’s Editorial Board. Portada has the reputation of having its finger on the pulse of the US Hispanic and Latin American marketing and media industries, and I’m thrilled to be part of this impactful community,” says Xavier Turpin, Multicultural Marketing Director at Dunkin’ Brands, who is joining the Editorial Board. “ I’m greatly looking forward to working with publisher Marcos Baer, his team and the rest of the Editorial Board, to work toward Portada’s mission to help professionals in Business and Media understand and reach Hispanic consumers,” Turpin adds.

Start Nominating

#Portada15Start Nominating now:
Portada’s audience of tens of thousands of decision makers in Marketing, Advertising, Technology and Media will nominate candidates starting today and later vote to determine the three finalists (check out the Calendar and Procedure below).

The Award Categories

1. TOP MARKETER TO HISPANIC AUDIENCES

2. TOP 2015 SPORTS MARKETING CAMPAIGN

3. TOP HISPANIC ADVERTISING CAMPAIGN

4. TOP CONTENT PROVIDER TO HISPANIC AUDIENCES

5. TOP HISPANIC DIGITAL MEDIA INNOVATION

6. TOP HISPANIC DIGITAL ADVERTISING CAMPAIGN PLAN AND EXECUTION

7. TOP HISPANIC PRINT ADVERTISING CAMPAIGN AND EXECUTION

8. TOP INTEGRATED HISPANIC MARKETING CAMPAIGN

9. TOP MOBILE MARKETING CAMPAIGN

10. TOP MEDIA PROFESSIONAL OF THE YEAR

CALENDAR AND PROCEDURE

July 8 – July 24: Nomination Period
Nominations for the 10 categories are open for submission until July 24th. Nominate here:
https://www.portada-online.com/events/hispanic-conference/awards/

August 3-August 14: Voting Period

August 19: Finalists are announced
Finalists are the top 3 most voted nominees per category.

September: Portada’s Editorial Board Members (Award Jury) will choose the winners out of the 3 Finalists in each category!

September 17: Award Ceremony
To take place at Portada’s 9th Annual Hispanic Advertising and Media Conference on September 17, 2015 for our Award Ceremony. Portada Editorial Board Members will give the Awards to the Winners.

About #Portada15:
#Portada15 will take place in New York City’s Yotel on September 16 and September 17, 2015. It comprehends the Hispanic Sports Marketing Forum, on Sept 16 and the 9th Annual Hispanic Advertising and Media Conference on September 17.

Already confirmed Sponsors of #Portada15:
9th Annual Hispanic Advertising and Media Conference
Rooftop Party Sponsor: Batanga Media 
Platinum Sponsor: MaxPoint 
Gold Sponsor: GFK
Bronze Sponsors:
Pulpo Media 
Zoomin.TV 
Badge and Lanyard Sponsor: Adsmovil 
Official Wire Sponsor: PR Newswire 

Hispanic Sports Marketing Forum
Golazo Sponsors:
AC&M Group 
Blogsi 

For information about how to align your brand with #Portada15, please contact Kelley Eberhardt, Director of Sales and Marketing, 212-685 4441, kelley@portada-online.com.

XAVIER TURPIN Director of Multicultural Marketing Dunkin' Brands Inc-1It is budgeting season again! How much should be allocated to multicultural and is it a struggle or even relevant? Portada talked to Xavier Turpin, Director of Multicultural Marketing at Dunkin’ Brands Inc on these and other issues facing the multicultural and overall marketing sector.

Portada: You mention that Dunkin’ Donuts has approximately 100 marketers, all of them working on the Total marketing approach. Can you describe what they do a bit more and how they differentiate between themselves? Where are they located?

Xavier Turpin: “Our Total Market Practice empowers each of our marketers to look at the consumer market in its entirety, and consider its diversity and various segments.  We have marketers both at our corporate office in Canton, MA and based in field offices across the country.  Their responsibilities vary based on their functional area of expertise, including new product development, research, brand marketing, advertising, media, digital, mobile, social media, field marketing, etc.”

Portada: How do you work on having these 100 marketers incorporate the Hispanic and multicultural marketing objectives into their work?  

Xavier Turpin: “We have an inclusion strategy at Dunkin’ Donuts.   The Hispanic and multicultural marketing objectives at Dunkin’ fall from our core corporate strategy where brand objectives are established, various consumer insights are incorporated, plans and tactics are developed and they are then executed.”

Portada: Now is budgeting season. What challenges do you have to overcome in terms of allocating a reasonable amount of marketing and media budgets to the Hispanic market?

Xavier Turpin: “For us, multicultural marketing is a business imperative that will continue to see investment growth. However, the Quick Service Restaurant (QSR) industry is highly competitive and there are a number of strategies that demand investment to maintain our leadership position.  So, the challenge is finding the right investment balance.   ROI on multicultural spend helps us with the rationale.”

I never look at multicultural budget development as a mathematical exercise.

Portada: What advice would you try to give other multicultural marketers at other major companies in terms of question 3?

Xavier Turpin: “I never look at multicultural budget development as a mathematical exercise – meaning following standard guidelines of “X” percent of growth across different functional areas.  First, we develop a consistent messaging and promotional strategy that makes sense for our multicultural consumers. Secondly, we review the base budget and work one-on-one with each marketing group to develop the best program and determine the right level of support.”

Portada: Many QSR’s have introduced special value menus, to target the value buyer, to some extent particularly the Hispanic guest. Is Dunkin’ Donuts undertaking a similar strategy?  If, yes, which and why, if no why?
Xavier Turpin: “We feel our value proposition of serving high-quality food and beverages in a fast, friendly environment at an every-day great value resonates with all of our consumers.”

Portada: In terms of Dunkin’ Donuts visits by Hispanics, do they under or over index versus the rest of the population?
Xavier Turpin: “We are unable to disclose this information.  I can tell you that we are very pleased with our Hispanic marketing so far, and continue to expand those efforts as a percentage of total.”

Portada: What plans do you have for 2015 multicultural marketing and advertising?
Xavier Turpin: “We have an exciting plan for next year.  Broader culturally relevant communications,  great tasting products and fun and engaging promotions.”

 At the end of 2011, retail and coffee house chain  Dunkin’ Donuts  had  10,083 stores worldwide, including 7,015 franchised restaurants in the United States. Dunkin’ Donuts has a substantial marketing program targeting the Hispanic demographic. Portada talked to Xavier Turpin, Director of Multicultural Marketing for Dunkin’ Donuts.

Dunkin' DonutsPortada: Is Dunkin’ Donuts preparing a 2013 “Que estas tomando?” campaign? If so, what are the objectives and the media which it is going to use?
Xavier Turpin, Multicultural Marketing Director, Dunkin’ Donuts.:”Yes, we will be continuing the “Que estas tomando?” campaign in 2013. The objective of the campaign is to highlight Dunkin’ Donuts’ coffee and beverage excellence, and celebrate the loyalty our guests have to Dunkin’. The campaign will have coverage on both Spanish-speaking television and radio.”

What approach does Dunkin’ Donuts have to target Spanish-dominant Hispanics? What approach does it have to target English dominant Hispanics?
X.T.: “Our communications in Spanish are meant to be extension of the English language conversation with our guests. We aim to have continuous, consistent and comprehensive communication with all of our guests across languages. However, we do tailor our programming with the understanding that certain products or talent may resonate more with particular communities.”
We have introduced menu items featuring bold and exotic flavors inspired by the Latin culture in select markets, such as the Cuban Flatbread Sandwich and Café Con Leche in South Florida.


Does Dunkin’ approach doughnut sales marketing in a different way than it does coffee sales marketing?

X.T.: “Dunkin’ Donuts takes a 360-degree approach to marketing, keeping the consumer and how best to serve him or her in mind at each step of the way.”


How do you work with franchisees, particularly Hispanic franchisees in order to market your products to the Hispanic community?

X.T.:“We work closely with all of our franchisees to respond to the needs of our guests, and in some cases will tailor our menu items to resonate with particular cultures and communities.  For instance, in recent years, Dunkin’ Donuts has introduced both limited time offerings and permanent menu items featuring bold and exotic flavors inspired by the Latin culture in select markets, such as the Cuban Flatbread Sandwich and Café Con Leche in South Florida, Huevos Rancheros Wake-Up Wrap in Phoenix and Latin-inspired donuts in New York.”


We understand Zubi is your Hispanic agency, but who does Hispanic Media Buying and Planning?

X.T.: “Hill Holliday is our general market advertising agency and handles media planning and buying.”


Dunkin’ is present in several Latin American countries, including Mexico, Chile and Colombia. What is your strategy in those countries. Are insights in those countries, particularly Mexico, leveraged also to reach Hispanics in the U.S.?

X.T. “Dunkin’ Donuts currently has more than 300 restaurants across Latin America and the Caribbean, including more than 200 locations in Chile, Colombia and Peru, as well as locations in countries including Aruba, Ecuador, Guatemala, Honduras, Panama and Puerto Rico.  At every Dunkin’ Donuts restaurant worldwide, our priority is serving guests food and beverages that are fast, fresh and convenient. In each country we bring many of our long-time favorite menu items, along with offerings that guests in the region may be more familiar with.”


Note: Dunkin’ Donuts does not currently have a presence in Mexico. Baskin-Robbins does have 27 restaurants there.