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Healthcare marketing that works is critical as the healthcare market in the United States faces continuous challenges. The situation has only worsened since the pandemic, exposing the ailments of the system which are suffered more intensely by the sector of the Hispanic population that does not have health insurance. Portada interviewed healthcare-expert Enrique Zamora, founder and director of Belén Medical Centers, about what is to be done.

With marketing for 2023 healthcare enrollment in full swing, it is time to revisit effective healthcare marketing strategies. Actionable strategies are needed for the Hispanic community, Zamora claims. “Hispanics, like other ethnic groups, can have access to medical insurance in a variety of ways. It is imperative that Hispanics become fully educated on the availability and access to the various insurance plans in our country. Employment in companies that offer insurance as a benefit can greatly enhance access to coverage. Therefore, Hispanics should be educated as to the various employment opportunities available to them and the type of coverage they offer. Therefore, we must encourage Hispanics to attend job fairs, corporate events and to participate in the business life of their communities,” explains Enrique Zamora, founder and director of Belén Medical Centers.

We must encourage Hispanics to attend job fairs, corporate events and to participate in the business life of their communities.

In addition, Zamora recommends that Hispanics understand and participate in the ACA (Obama Care) and take advantage of the subsidies that may be available to them. “As business leaders we can help them by providing access to accurate and timely information. The information is available; we must disseminate it in Spanish and in the media that is geared to the Hispanic market,” he adds. Part of the responsibility falls under insurers and healthcare companies, which should market ACA enrollment focusing also on the Hispanic market.

Companies should adapt their healthcare marketing campaigns to the local communities they serve.

Healthcare Marketing:  Adapt Campaigns to Local Communities

As in most marketing strategies and executions, to take into account local factors and intricacies is paramount for success. “Companies should adapt their healthcare marketing campaigns to the local communities they serve. Hispanics are a diverse group. They come from different nations with different cultures and customs. Marketing should be designed to create trust in the product and should include the values of each community,” Zamora maintains.

Use spokespeople that that are recognizable to each community. 

“One approach that can be used is to tailor the message using spokespeople that are recognizable to each community. Healthcare marketing in Arizona may be different than in South Florida. Building trust will certainly increase enrollment in the ACA.”

An Immigrant and Pioneer Who Started Several Healthcare Companies  

Enrique Zamora recognitionEnrique Zamora is an immigrant who has turned his beginnings into a true American success story. He has started several healthcare companies, including Belén Medical Centers, which in 2019 became part of the publicly traded Cano Health. In the last year alone, Zamora received several recognitions from the community, including an award for outstanding contributions to the Willy Chirino Foundation; a proclamation from Miami-Dade County for your community service; and the official designation of July 11 as the City of Sweetwater’s Enrique Zamora Day.

 

Check Out: Interview with L.A. Care’s Alex Gallego 

In celebration of Hispanic Heritage Month, Minute Maid Aguas Frescas and Coca-Cola Racing’s Daniel Suarez are shaking things up on Sunday September 25 with a unique themed racecar paint scheme for the 2022 Autotrader EchoPark Automotive 500. Portada talked to  Jorge Luzio, Group Director, Minute Maid Juice Portfolio, North America to understand this initiative and Minute Maid’s overall marketing strategy to become the leader of the high growing US $2 billion permissible refreshment (Aguas Frescas) category.

Minute Maid Marketing Daniel Suarez has honored his Mexican heritage with a special themed paint scheme on his race car and 2022’s version adds a unique twist that has never been done by a Coca-Cola Racing team member.  For the first time ever, Nascar driver Daniel Suarez’s number 99 car will be adorned with Minute Maid Aguas Frescas, a “refreshing AF” sensorial experience that, according to Minute Maid, will “make Nascar fans tongue tango.” Suarez’s car features vibrant colors and a sunglassed Pantera, as well as imagery that nods to the three Minute Maid Aguas Frescas flavors: Strawberry, Mango and Hibiscus. Much like Daniel has shaken up the NASCAR standings this season, Minute Maid Aguas Frescas has made a bold entrance that is “refreshing AF.”

Jorge Luzio, Group Director, Minute Maid Juice Portfolio,  tells Portada that the Daniel Suarez Nascar partnership is a tentpole event and “part of the 360 Daniel's Amigosmarketing ecosystem we have for the Aguas Frescas brand, which was launched 5 months ago. We have a PR and social media plan for the complete plan to support this association with Daniel Suarez. This includes complete stories about the wrapping as well as Daniel’s Amigos event on Sunday morning September 25. Suarez invited influencers and media to attend on-site.” His guests from the Latino community will spend race morning with Suárez enjoying Mexican food, a Mariachi band, a deejay, and prize giveaways before going to the grandstands to watch the race on the 1.5-mile track.

Minute Maid Marketing Strategy:  Partnership with an American Icon

Asked why Minute Maid chose to partner with a sport (racing) whose fandom is mostly of white Anglosaxon origin, Luzio explains that hesees a lot of commonalities between Nascar, Minute Maid and the Hispanic community. Minute Maid is an iconic brand about food vitality and Nascar is an iconic American sports brand. The association with Daniel Suarez, who is the first Mexican-born driver who has won Nascar races, is very resonating with the Hispanic and mainstream communities of fans. To be compelling to Gen Zers this association is very good. Daniel Suarez has been in the family of race car drivers for a long time.”
The association with Daniel Suarez who is the first Mexican-born driver who has won Nascar races is very resonating with the Hispanic and mainstream communities, particularly with GenZers.

Minute Maid Marketing: The Aguas Frescas 360 Campaign

Jorge Luzio, Group Director, Minute Maid Juice Portfolio, North America

Coca-Cola-owned Minute Maid is the largest marketer in the world of fruit juices. Five months ago it expanded its Minute Maid brand portfolio with the launch of Aguas Frescas. Minute Maid is investing 80% of its overall 2022 marketing budget in Aguas Frescas marketing. The “5 de mayo” NYC Times Square Out of Home activation marked the launch of the multimedia campaign.
The overall campaign will reach 1.5 billion impressions through social media, OTT and CTV through a completely digital plan. Luzio tells Portada that their research has found his main GenZ target to be fully digitally engaged.

The GenZ Hispanic target is the bullseye of Minute Maid’s marketing for Aguas Frescas. “We target them but the message is very compelling to the rest of the population,” Luzio notes. He points out that Aguas Frescas has a Genz Z affinity index of 204 and of 185 with the overall Hispanic population.
Minute Maid marketing of Aguas Frescas also includes key associations with food aggregators as well as retail and online platforms to put proper placement in their stores. The 360 marketing plan also includes sampling and offline activations.

In terms of language choice, the campaign is unapologetically using Spanglish to be very fun and witty with consumers.

Permissible Refreshment: A Fast Growing US $2 Billion Opportunity

Underlying Minute Maid’s large bet on the permissible refreshment space – or Aguas Frescas or fruit blended with water – is the fact that younger generations have been diminishing their consumption in the overall juice drinks category (e.g. lemonade or orange juice), Luzio asserts. The reasons for this are that these drinks have too much sugar, not the right flavors, and an overall lack of excitement. “In parallel, we have been seeing growth in the permissible refreshment category. From 2016 to 2021 it grew by 49%”, Nunzio explains. He elaborates that particularly the menu penetration of Aguas Frescas at restaurants has grown at a very high rate. “There were many different brands and restaurants and not a big mainstream player in the Aguas Frescas space. We saw the potential for us to become the leader in this space of US $2 billion a year in the U.S.”

We saw the potential for us to become the leader in this space of US$ 2 billion a year in the U.S. We want to become the indisputable leader of retail Aguas Frescas in America.

Aguas Frescas drinks are  Latin inspired as they are available across Latin America.  “We want to address the need for traditional Aguas Frescas and convert it into a mainstream American icon. That is why we are making it mainstream with a more contemporary taste”. Luzio expands that Minute Maid tested its mango, hibiscus and strawberry flavored Aguas Frescas drinks with GenZers and “got a Nielsen superstar, a brand that has the ability to be very disruptive in the marketplace and incremental in the retail space,”.  Luzio notes that his company is being very aggressive when it comes to tap into the Aguas Frescas marketplace.  “We want to become the indisputable leader of retail Aguas Frescas in America,” he concludes.

JCPenney, Cross Country Mortgage, Coca-Cola … and other brands targeting the U.S. consumer right now. Check out our prior Sales Leads columns.

  • JCPenney

JCPenney announced its plans to debut JCPenney Beauty in its stores nationwide. The national rollout builds on the flagship partnership with thirteen lune, a first of its kind, e-commerce destination designed to inspire the discovery of BIPOC-founded beauty brands that resonate with people of all colors. Championing the beauty of inclusion, thirteen lune’s presence will be spotlighted in stores across the country and comprises roughly 20 percent of the JCPenney Beauty assortment. JCPenney Beauty celebrates its diverse customers’ unique selves by making inclusive beauty products widely accessible via assortment, availability, and price point. Paired with its more than 600 fully rebranded JCPenney Salons and vast range of private and national apparel, JCPenney offers the ultimate one-stop shopping destination for beauty and fashion lovers. Beginning in October 2022, JCPenney Beauty will expand from its ten brick and mortar pilot locations to 300 stores by early 2023, and 600 stores by spring 2023. JCPenney Beauty’s expansion, and continued exclusive partnership with thirteen lune, is the next step in the retailer’s commitment to making hyper-inclusive beauty easily accessible online and in-stores nationwide. The full product assortment is now available at jcp.com

  • Cross Country Mortgage

CrossCountry Mortgage (CCM) is making significant investments to provide focused, authentic support to Hispanic homebuyers. This includes dedicated tools that generate borrower confidence and help overcome language barriers, from a new Spanish mortgage application to a focused Hispanic website.CCM is a partner of the National Association of Hispanic Real Estate Professionals (NAHREP), a trade association committed to advancing the economic mobility of Hispanics in America, including homeownership. The organization is also part of the 2022 L’ATTITUDE Conference, which has fostered more advancement for Latino people than any other event in the world.To learn more about CCM’s robust portfolio and to connect with a local Spanish-speaking loan officer, visit ccm.com/hispanic.

  • Minute Maid (Coca-Cola)

Aguas Frescas In celebration of Hispanic Heritage Month, Minute Maid Aguas Frescas and Coca-Cola Racing’s Daniel Suarez are shaking things up with a unique themed racecar paint scheme for the 2022 Autotrader EchoPark Automotive 500. For the first time ever, Suarez’s number 99 car will be adorned with Minute Maid Aguas Frescas, a “refreshing AF” sensorial experience that will make your tongue tango. Suarez’s car features vibrant colors and a sunglassed Pantera, as well as imagerythat nods to the three-Minute Maid Aguas Frescas flavors: Strawberry, Mango and Hibiscus. Much like Daniel has shaken up the NASCAR standings this season, Minute Maid Aguas Frescas has made a bold entrance that is “refreshing AF.” Check out our interview with Jorge Luzio, Group Director, Minute Maid Juice Portfolio, North America on Minute Maid’s Marketing bet on the high growing US $2 billion permissible refreshment (Aguas Frescas) category.

 

 

 

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Jim Beam

Beam Suntory, a world leader in premium spirits, has named Leo Burnett, an advertising agency within Publicis Groupe, its global creative agency of record for Jim Beam. The agency will develop a new global positioning and creative platform for the iconic bourbon. 

 

 

New report reveals that Hispanic households in the U.S. are bigger streamers, they have an average seven connected TV apps vs. the general market’s six.

Hispanic Americans are 17 percent more likely to have connected TV streaming apps on their devices than the general market, according to the App Science® U.S. Multicultural Trends Report.

A first of its kind, the report helps advertisers better understand Hispanic audiences by providing insight into their streaming and app interests on both mobile and connected TV (CTV) devices.

Helen Lum, executive vice president of App Science.

“We aim to help advertisers better understand how to best connect with multicultural audiences and drive more effective advertising,” said Helen Lum, executive vice president of App Science.

Hispanic households in the U.S. were found to be bigger streamers, with an average of seven streaming apps on their televisions, whereas the general market averaged six apps. The top channels watched on CTV are ESPN, TNT, Fox News, CNN, TBS, and HGTV.

In addition, the report shows top streaming apps, app categories and tv genres and indexed them against the general market. By drawing a comparison to the general market, the report helps advertisers identify additional opportunities where they may uniquely connect with Hispanic Americans.

For example, this group’s top CTV viewing genres were Drama (529), Sports (521), and Crime (499). Their respective index scores also indicated that this group was about four times more likely to watch this type of content than the general market.

Download the report: The U.S. Multicultural Trends Report

On their CTV devices, Hispanic Americans were twice as likely to have the sports streaming app DAZN (217) downloaded than the general market. On their mobile devices, Hispanic Americans’ top streaming apps showed a preference for Spanish-language content. Their top four streaming apps on mobile were Canela TV (300), Univision Now (300), Telemundo (300), and ViX (275).

The report also showcases this groups’ top mobile apps in travel, music, and finance as well as the top mobile app categories.

What apps people choose to download to their phones says a lot about their preferences and interests.

“Our mobile devices are our most personal devices,” says Lum. “What apps people choose to download to their phones says a lot about their preferences and interests.”

For their top mobile categories, Hispanic Americans showed a preference for mobile apps in the Books & Reference, Action & Adventure, and Family: Kids Games categories. They were 33, 30, and 26 percent more likely, respectively, than the general market to download mobile apps in these categories. Their top music apps indicated a preference for music discovery and Spanish-language audio or podcasts. Hispanic Americans were two times more likely to have the LaMusica app on their mobile phones. Their top travel apps – Trivago, Expedia, and Hopper – indicated an affinity for budget-friendly airline deals.

The release of this report comes at a critical time as the population in the U.S. grows increasingly diverse. Hispanic Americans accounted for more than half of all population growth, growing 23 percent over the last decade, according to the U.S. Census.  Hispanic people in the U.S. have a purchasing power of $1.9 trillion, according to a report by the University of Georgia.

Brands and advertisers who fail to account for this growing population segment will face additional challenges in their overall goals. For advertisers specifically looking to engage with Hispanic Americans, rich audience insights can help them plan campaigns that resonate with and represent their target audiences.

App Science, whose proprietary Household Graph of 55 million homes combines data signals from 280 million active mobile and 110 million CTV devices, closes the quality gap between multicultural and general market data. Traditional survey panels have historically underrepresented and undercounted multicultural segments of the population. By analyzing data from both CTV devices and mobile devices, App Science draws a more complete picture of multicultural audiences, their preferences, and interests.

To download the report, visit the App Science website.

Diego Osuna, Sr Manager, Integrated Marketing Strategy at T-Mobile, will be one of the key speakers at our upcoming Portada Live – in New York City and virtual – on Thursday, September 29 next week. Check out the six steps you need to take into account for successful segment marketing, according to Osuna.

In 2021, T-Mobile spent approximately 2.2 billion U.S. dollars in advertising in the U.S, according to Statista -this figure likely includes non-advertising related marketing expenses-, making the telecommunications giant one of the top advertisers in the U.S. With Hispanics over-indexing in telecommunications services, T-Mobile directs a substantial part of the overall marketing budget to engage the Hispanic consumer.
As a leader in T-Mobile’s postpaid Integrated Marketing Strategy team, Osuna works with channel partners across marketing and beyond, to build a common vision and develop an actionable marketing strategy. His responsibilities include Hispanic, Military, 55+, and emerging segments. Segment Marketing is a marketing term that refers to aggregating prospective buyers into groups or segments with common needs and who respond similarly to a marketing action. To Osuna Segment Marketing,  “is fundamentally a process of discovery and distillation of deep consumer needs, which the marketer bridges with product or service messages and channel strategy selection. In that sense, it isn’t a dissimilar process to a general marketer.”

Segment Marketing Steps:  1. Develop Specific Marketing Muscles

According to Osuna, to do this process right as a segment marketer  “you need to overdevelop a few specific marketing muscles. First, you become a student of the segment, the company, and the brand. The second muscle is persistence and cross-functional capabilities. Segment markets are ongoing efforts, they aren’t solved by a one-and-done effort, and as such, they require extreme cross-functional alignment in focus and intent, so the effort becomes muscle memory for the organization.”

As a segment marketer, you need to overdevelop a few specific marketing muscles, like studying/researching and persistence.

2. Build Fundamental Insights about the Segment and the Context of the Brand

Diego Osuna, Sr Manager, Integrated Marketing Strategy, T-Mobile
Diego Osuna, Sr Manager, Integrated Marketing Strategy at T-Mobile,

Osuna starts with the premise that he needs to build a foundation of fundamental insights that impact this segment. “Alongside developing a full-view picture of the segment, you want to understand the context of the brand and where it stands in relation to the segment. Finally, I also want to assess the organization’s readiness to market to the segment effectively, considering that marketing is just one lever in go-to-market success,” Osuna notes.

Osuna emphasizes that “the thing is that every time you dig in beyond the surface, like what we face in Hispanic marketing where we can divide the population in a number of ways, these other segments are very complex and diverse. Take for example what we call 55+. Well, 55 plus in the US is about 90 million people encompassing 4 Generations from GenXers, to Boomers to Silents to the Greatest Generation. As much as we want to build a marketing plan that encompasses all the segments, there is a huge difference if you’re 55 vs. 85, if you’re retired or still working, married, or living alone, if credit is high, or if your financial situation is shaky.”

As a segment marketer, you need to overdevelop a few specific marketing muscles, like studying/researching and persistence.

Portada ConferencesJoin us at Portada Live on Sept. 29 where we will delve deeper into Segment Marketing in the session:
THE ONE-MILLION-DOLLAR-QUESTION: Engaging the Evolving Hispanic Consumer
Speakers: Diego Osuna, Sr. Manager Integrated Marketing Strategy, T-Mobile and Guillermo Pérez, Chief Creative Officer and Brand Strategist, Digo.

And the thing is that every time you dig in beyond the surface, like what we face in Hispanic marketing where we can divide the population in a number of ways, these other segments are very complex and diverse.

3. Segment Marketing: Combine Qualitative and Quantitative Research

Osuna is a big fan of combining quantitative and qualitative research to get a feel for the segment. He notes that when he was working at  General Mills, he used to spend a lot of time in ethnographies going into people’s houses to observe empty nester couples having breakfast and talking about how they approach their daily breakfast ritual. “You can internalize so much in a couple of home visits that are difficult to absorb, at least for me, by just reading research decks. More importantly, the qualitative can help you formulate better questions to make the most of your investment in bespoke quant research,” Osuna asserts.

You can internalize so much in a couple of home visits that are difficult to absorb, at least for me, by just reading research decks.

4. Understanding the Brand and the Company’s Go-to-Market Capabilities

According to Osuna, “as fun as the challenge of understanding the segment can be, I think marketers need to be very realistic about the position of the brand and the company’s capabilities in relation to the segment. Your CMO may aspire of going into a new segment and dominating it immediately, but you might be advised to ask for patience in terms of building something that is sustainable over time.” Osuna notes that he once did some work for an insurer that was very interested to grow with Hispanic customers; “I spent a lot of time with their marketing team on the ground building a marketing plan. To their credit they understood that without distribution, that is having Hispanic agents in their sales network, they were going to be limited in making an impact, no matter how much they spent on the marketing side.”

Marketers need to be very realistic about the position of the brand and the company’s capabilities in relation to the segment.

5. Articulate the Capability Gap 

Once you have assessed the position of the brand and the company’s capabilities in relation to the segment, Osuna says that it is important to “articulate the capability gap against yourself and against competitors and empower cross-functional channel partners so they can work on their own capabilities and plans. In other words, you need to work through others.”

“It takes patience, consistency, and a spirit of continuous tweaking and improving to win in Segment Marketing. I like to say segment marketers are the marathoners of the marketing world,” Osuna concludes.

Segment markets are ongoing efforts, they require extreme cross-functional alignment in focus and intent, so the effort becomes muscle memory for the organization .

6. Segment Marketing Activations:  Examples

In terms of the current post-Covid environment and how he is activating against the heterogeneous Hispanic segment, Osuna notes that it needs to be understood that many of our consumers have had a one-two punch of pandemic and inflation.  Osuna adds that “these have been trying times and as such consumers are more interested in products that win on value without trade-offs and brands that offer a straightforward value proposition and treat the customer right.”  One of the things Osuna takes a lot of pride in at T-Mobile is “that its most popular plans pack tremendous value with features like taxes and fees which are already included in your bill and price lock where we guarantee the price of your rate plan will not go up. We also feel very strongly that customers, and specifically Latinos do not want to make trade-offs for the quality of the network. Hispanic wireless customers have blessed us with their preference because at T-Mobile we offer a benefit-packed product offering at an incredible price and with a superior quality experience. In fact, our quality goes beyond the service that connects our phones, our quality is also measured in the experience: the retail experience and the customer experience.” The recently introduced Coverage Beyond campaign is an example of T-Mobile’s offering and marketing in this regard. In addition, the recently announced partnership with TelevisaUnivision. through which T-Mobile customers get a free subscription to VIX+ is an example of an initiative targeting a specific subsegment of the Hispanic population; Spanish-dominant Hispanics. ViX+ includes more than 10,000 hours of classic and original Spanish-language shows, movie premieres, news and live sports.

The initiative through which T-Mobile customers get a free subscription to VIX+ is an example of an initiative targeting a specific subsegment of the Hispanic population; Spanish-dominant Hispanics.

Secondly, Osuna maintains, this is a segment that has a lot of pent-up demand for travel; “You have all heard the stories of the crazy travel season. We have added tremendous value to customers that fly or drive. For flyers, and specifically for our international flyers, we offer seamless plans that accommodate your needs. Most of our plans just work when you arrive, no setup is required. To that extent, T-Mobile’s plans have always been very international and national travel friendly. With our Magenta plan, you get High-Speed data in 11 European countries, with our Magenta Max you get 5GB of High-Speed data in more than 215 countries, including 23 in LATAM. Calling to Mexico has also been included for many years now. If you travel this fall, make sure you check out the free Wi-Fi on select airlines as well as unique travel benefits that include tremendous high-speed data in many countries around the world. For drivers, we now offer a free year of AAA in the US.”

Partnership between the Arizona Coyotes & the Arizona Hispanic Chamber of Commerce to Shine Spotlight on Thriving Hispanic Businesses Throughout the Season.

The Arizona Coyotes, the only NHL team with a Latino ownership group as well as Latino President & CEO, announced today robust plans to commemorate Hispanic Heritage Month.  In partnership with Dignity Health, the team will host a Hispanic Heritage Month kick-off event on Wednesday, Sept. 14 at Ice Den Scottsdale, where it will unveil details to engage the local community, shine a spotlight on thriving Latino businesses from the greater Phoenix area, announce its major sponsorship of the U.S. Hispanic Chamber of Commerce Annual Convention, unveil its new season long partnership with Latino marketing agency Chemistry Cultura, and celebrate Latino culture with enhanced “Noche con los Yotes” game activations.

This month is about celebrating our rich and diverse culture, as well as engaging with our growing fan base.
Hispanic Sports Marketing
Xavier A. Gutierrez, President & CEO Arizona Coyotes Hockey Team

“On behalf of our Owner, Alex Meruelo, and the entire Arizona Coyotes organization, we’re excited to take our Hispanic Heritage Month plans to the next level this year,” said Coyotes President & CEO Xavier A. Gutierrez. “Alex and I are very proud of our Latino heritage and look forward to amplifying support of Hispanic leaders, businesses and non-profit organizations that lead with positive impact. This month is about celebrating our rich and diverse culture, as well as engaging with our growing fan base.”

The team will convey details of its enhanced “Noche con los Yotes” home game program, taking place monthly during the 2022-23 season, and featuring recognition of a Latino business on the same night each month. The small business program aptly named “Estrella of the Month,” is a partnership among the Coyotes, Univision Arizona, and the Arizona Hispanic Chamber of Commerce. Businesses must be a member of the Arizona Hispanic Chamber of Commerce and will be selected in consultation with Chamber and Univision leadership. Each month’s winner will receive up to four tickets to a “Noche con los Yotes” home game during which they will be recognized on the videoboard at the ASU’s Mullett Arena, new temporary home of the Coyotes.

The Coyotes will visit each winning business to announce their selection and present the owner of the company with a jersey and invitation to attend the game as a special guest. Winning businesses will also form part of a Coyotes promotional campaign, being recognized across the team’s various digital media platforms.

Arizona Coyotes & Univision

In addition, Univision Arizona will create video and audio content to promote the campaign and distribute the content across its media channels (radio, TV, digital), while also promoting and marketing the winning businesses throughout the season.

The Arizona Coyotes and Univision Arizona are proud to announce an extended partnership that includes the Coyotes broadcasting two Spanish radio games per month throughout the regular season. Spanish Radio Play-by-Play Announcer Luis Hernandez will be back to call all the action on KHOV 105.1 FM.

Further highlighting the Coyotes’ commitment to Hispanic-owned businesses, the Coyotes will be one of the main sponsors of the United States Hispanic Chamber of Commerce Annual Convention, taking place October 2 through 4 at the Sheraton Downtown Phoenix. The Coyotes along with the Meruelo Group will sponsor the opening reception for the event titled, “La Gran Bienvenida,” expected to draw more than 2,000 participants and visitors from across the country.

Constant engagement

Throughout the year, the Coyotes rely on the support and guidance of a Latino Advisory Council comprised of multiple Hispanic representatives of local and national companies, nonprofits and media. The council is led by chair, Gary Trujillo, Southwest Harvard Group and co-chairs, Monica Villalobos of the Arizona Hispanic Chamber of Commerce (AZHCC) and David Adame, Chicanos Por La Causa (CPLC).

One of our guiding principles is that individual results can never match the efforts from a true team approach.

To amplify the team’s community work and engage Latino fans, the Coyotes have retained award-winning multicultural marketing firm, Chemistry Cultura. The agency recently opened an office in Arizona and works with clients including Coca-Cola, Comcast, Heineken, Microsoft, NFL and T-Mobile.

“One of our guiding principles is that individual results can never match the efforts from a true team approach,” added Gutierrez. “With that in mind, we’re so grateful to our partners at Univision, at the Chamber, and in the community for helping us commemorate this important month.”

To learn more about all Hispanic Heritage Month initiatives in advance of the new Coyotes season, visit www.ArizonaCoyotes.com/HHM.

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4 things to know
Hispanic sports Marketing
Sports marketing

 

 

Burger King, Genomma Lab + Amazon, Wolverine Worldwide… and other brands targeting the U.S. consumer right now. Check out our prior Sales Leads columns.

  • Burger King

Burger King

In a historic agreement with its Franchisees, announced last Friday Sept. 9,  Burger King will invest US $120 million in its U.S. advertising fund over the next two years to grow traffic, accelerate sales growth and amplify fundamental advancements for the Guest experience. The Burger King advertising investment represents an annual increase of approximately 30% to the brand’s media purchasing firepower, inclusive of advertising efficiencies we expect to achieve through our ongoing partnership with our new media agency.  Overall, there will be a company investment of US $400 million over two years, which will increase advertising firepower; drive higher quality restaurant enhancements and remodels; and support ongoing technology and digital investments. Burger King® Company (“Burger King,” “BK,” “Company,” “Brand”) shared the details of its “Reclaim the Flame” plan to accelerate sales growth and drive Franchisee profitability. The plan was built in collaboration with Franchisee leaders from across the country and was shared with all U.S. Franchisees at its annual convention this week by Tom Curtis, President of Burger King North America.
The plan includes Burger King investing $400M over the next two years, comprised of $150M in advertising and digital investments to “Fuel the Flame” and $250M for a “Royal Reset” involving restaurant technology, kitchen equipment, building enhancements and high-quality remodels and relocations. This investment will work to enhance ongoing Franchisee investments to modernize the Burger King restaurant portfolio, and when combined with our brand re-positioning plan, menu enhancements and focus on operational excellence, will help drive our overarching goal of improving the Guest experience and attracting more traffic back to the brand over time.
Burger King Franchisees representing more than 93% of all U.S. restaurants have endorsed the plan and have agreed to co-invest in increased advertising firepower over the coming years. These corporate investments are in addition to Burger King recently expanding its field team to provide increased support to Franchisees as they continue improving restaurant-level profitability and execution.
In April of this year, Restaurant Brands International (RBI) announced that Omnicom Media Group’s PHD will serve as media agency of record for Burger King U.S., Popeyes U.S. (check out our recent interview with Jean Paul Ciaramella, Head of Media North America) and Canada, and Tim Hortons U.S., per a press release. Chicago shop OKRP will serve as creative agency of record for Burger King U.S.

 

  • Genomma Lab + Amazon

With Hispanic Heritage coming up on September 15th, sharing a success story and upcoming plans for established LatAm company, Genomma Lab and their collaboration with Amazon Hispanic storefront in reaching the influential and tech-savvy U.S. Hispanic market.Genomma Lab is one of the leading pharmaceutical and personal care companies in Mexico, and part of the Mexican Stock Exchange (Bolsa Mexicana de Valores). Within its international expansion plans, the U.S. Hispanic market at 62 million+ is comparable as the third-largest Latin American country, just after Mexico.Genomma Lab inherently understands how language and culture are embedded into U.S. Hispanic identities, and thanks to a strong, collaborative partnership with Amazon Hispanic team to bring products that resonate with the market, Genomma Lab created a benchmark in sales. An ambitious sales goal of US$10M was met in just the first year, with sales steadily tracking up 74% through Q2 2022.Part of the success was the flexibility to create original content in Spanish, supporting U.S. Hispanics appreciation for businesses that speak to them in Spanish. According to the Kantar 2021 U.S. Monitor report, 87% of U.S. Hispanics feel businesses that make a sincere effort deserve their loyalty. While Amazon Hispanic Heritage storefront plans for 2022 are in final development, we invite you to view Genomma Lab’s case study.

  • Wolverine Worldwide

Havas Media Group (HMG) announced that Wolverine Worldwide, one of the world’s leading marketers and licensors of branded casual, active lifestyle, work, athletic footwear and apparel, has named HMG as its global media agency partner following a four-month competitive review. Wolverine Worldwide’s impressive portfolio of highly recognized brands includes Merrell, Saucony, Sperry, Wolverine, Keds, and more. The global scope of Wolverine Worldwide’s engagement with HMG includes all regions and brands internationally (and with Sweaty Betty in select business areas), with a high focus on the US, EMEA, and Canada. As the media buying agency of record (AOR), HMG will oversee the media strategy, planning, and coordination, as well as content and analytics, developed from and anchored in HMG’s acclaimed data and decision sciences practices, including budget optimisation, media mix, forecasts, and more. The first work from the partnership will debut in early September.

  • Unity Software Inc 

Unity Software Inc, a video game software development company based in San Francisco, has named Media. Monks as its first media AOR. Monks gained the enterprise after an aggressive pitch that started in February. The brand and the agency have already begun working together. Media.Monks is taking on the brand’s media strategy, planning, buying, and measurement. It also oversees Unity’s SEO and Unity’s Google Marketing Partner tech and services.

 

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • SC Johnson

SC Johnson has kept its global media agency of record assignment with Omnicom and Omnicom Media Group following a review that also involved WPP and GroupM, according to people familiar with the matter. The global media review ran alongside creative review, where SC Johnson consolidated with WPP.

 

  • Panda Express®

Panda Express®, the largest family-owned and operated Asian dining concept in the U.S., announced the return of its breakthrough innovation, Beyond™ The Original Orange Chicken™. Now available nationwide for a limited time while supplies last, this delicious entrée is co-developed with Beyond Meat® to capture the irresistibly crunchy texture and flavor of The Original Orange Chicken®, while giving guests the flavor they know and love as a plant-based option. Panda is the first national Asian restaurant concept to serve Beyond Meat across the U.S. This expanded partnership perfectly brings together Panda’s expertise in American Chinese recipes and Beyond Meat’s best-in-class plant-based protein capabilities to create a fresh new take on a classic favorite. Beyond The Original Orange Chicken was first introduced as a limited launch across Southern California and New York City in 2021, selling out across several locations in less than two weeks. Due to its high demand, Panda chefs wok-fired more than 1,300 pounds of Beyond The Original Orange Chicken in just the first day alone. After the successful initial launch, Panda brought this new fan-favorite entree to 70 locations in ten markets. Wok-tossed in Panda’s signature sweet, spicy and tangy orange sauce, this modern take on Panda’s iconic Orange Chicken delivers the crunchy texture and addictive flavor that fans know and love. Celebrating the national launch of this new plant-based entree, guests who purchase a Beyond The Original Orange Chicken bowl online using the code ‘BEYOND’ starting on September 26 will receive another free bowl featuring their American Chinese entrée of choice.* Additionally, right in time for back-to-school, Panda and Beyond are hosting a traveling Panda Express Recharge Station pop-up to treat students to a well-deserved study break across 10 college campuses in three markets. Students are invited to recharge with free samples of Beyond The Original Orange Chicken, exclusive prizes, as well as fun and relaxing activities. See where the tour is headed by following Panda Express on Instagram (@officialpandaexpress) for the Panda Express Recharge Station college tour schedule. 

 

tags
sales leads
e Marketing News – news You Use
4 things to know

 

News media in Spanish to serve the rapidly growing and economically robust Latino community with reliable information is essential to maintaining a strong democracy and building a fully inclusive society. In an era of widespread public distrust of institutions, El Tiempo Latino is committed to being a trustworthy institution that provides useful and timely information to Spanish speakers in the United States. 

Government, in particular, has suffered a decline in trust. Today, fewer than 20% of Americans trust the government to “do the right thing always or most of the time,” compared to more than 70% during the era of Presidents Eisenhower and Kennedy. In more modern times, trust rose from 19% to 44% during the Clinton administration, and then peaked at 60% with President George W. Bush as the government responded to the Sept. 11, 2001 terrorist attack, according to Pew Research.

Latinos, however, have trust in their own futures in this country. Three-quarters are satisfied with their lives, and two thirds-think it is a great time to be a Latino in the United States.

This is a hard-working and resilient community. Latinos’ impact is also growing impressively. A range of metrics make clear that their presence is being felt across economics, demographics and policies.

News Media in Spanish: Policies

Recent elections have highlighted a strong desire to connect with the Latino population as a political force. The Latino vote has the ability to influence the outcome of local, state and national elections. In the 2020 general election 16.5 million Latinos voted,  compared to 12.7 million four years earlier. Far more Latinos – 32 million — are eligible to vote, representing more than 13% of the country’s overall electorates. No one party can take them for granted. Several studies show that one third of the Hispanic population is uncertain about their political affiliation or identifies as independent.

As encouraging as the numbers may be, the Latino community still faces enormous challenges. Latinos earn 73 cents for every dollar earned by the non-Hispanic white American population. The percentage of Latino children in poverty in the U.S. is 1.5 times higher than the population as a whole. And, of particular relevance to the mission of El Tiempo Latino, our community is disproportionately subjected to false information and manipulation via social media and other means.

News Media in Spanish

This context explains our own company’s deep sense of responsibility. We aim to provide our audience with the information, particularly through reliable news media in Spanish, they need to make good decisions and to help them feel included and empowered in this country. This year at El Tiempo Latino we are concentrating on two specific efforts.

News Media in Spanish: Combating Disinformation

To combat disinformation in Spanish in the run-up to the midterm elections in November 2022 and the general election in 2024, we rely on our own tested strategies for producing and distributing the most engaging political content. Our ambition is to be a clear and attractive channel in the midst of overwhelming noise.

  • We believe that it is easier and more effective to identify and prioritize the distribution of trustable sources of content in Spanish than to filter an insurmountable amount of misinformation from thousands of ever-changing sources.
  • We find geographic hotspots and topics where there is a lot of disinformation and publish news stories based on accurate information. This is not an exercise in fact-checking. We counter disinformation by distributing straightforward, reliable stories on the very issues that have been a source of disinformation. With the Spanish-language audience, we have found,that  it is more effective to prove truthfulness than to disprove falsehoods.
  • We have established partnerships with prominent institutions such as Arizona State University and Harvard Medical School to provide both content and resources to help us increase our impact on disinformation hotspots in Spanish on specific topics.

To amplify the Latino voice, we are redoubling our efforts during Hispanic Heritage Month, serving as a platform for leaders and experts to discuss issues that are of vital importance to our community.

  • Our coverage during this period will focus on the importance of the Latino community to the future of the United States.
  • We will be conducting a series of conversations with nationally recognized figures on the lack of Latino representation in positions of political, cultural, and corporate leadership and influence. These conversations will be conducted by our columnist Enrique Acevedo and will accompany his reports in El Tiempo Latino.

The entire United States will benefit from integrating the Latino community more completely into our society and, toward that end, facilitating access to valuable information in Spanish. The goal is to reduce political polarization, narrow the economic gap, motivate entrepreneurship, provide more work opportunities, celebrate a vibrant culture, protect public health and allow everyone to live their lives to the fullest.

Understanding and connecting with Latinos deserve to be a priority for government institutions and companies that seek the attention and dollars of the nation’s largest minority. At El Tiempo Latino, we are proud of our own efforts and seek to encourage continued progress.

Latinos: An Economic Superpower

If Latinos in the U.S. were a country, they would rank as the 7th largest economy in the world. Their GDP as a community is higher than that of France. Between 2010 and 2019, the Latino economy grew twice as fast (measured in real GDP) as the rest of the U.S. economy. As a community, our economy has grown faster than Canada, Germany and Great Britain, lagging only behind China and India.

Demographics: Growing at three times of the average U.S. population growth

In the past decade, the Latino population has grown 23%, more than three times the increase in the nation’s population as a whole. Contrary to what many people might suspect, this growth has not been driven by immigration. It is due instead to the 9.3 million babies born between 2010 and 2019 to families in our community. This growth makes us the largest minority in the country, with 18.7% of the total population.

Executive Committee of El Planeta Media

  • Javier Marin, Publisher and CEO
  • Marcos Marin, Deputy Publisher and COO
  • Rafael Ulloa, EVP of Content
  • Zulema Tijero, EVP of Advertising

Advisory Board:

  • Ana Julia Jatar-Hausmann Chief Advisor
  • Marty Baron
  • Rodrigo Martinez

By ShowHeroes

The arrival of Hispanic Heritage Month this fall is an invitation for the US media industry to examine why Hispanic consumers are routinely underserved by content and advertising solutions – and what can be done to reverse the trend.

Latino Americans comprise 18% of the population, according to the latest US Census; a vast, multiracial and influential demographic that has grown at five times the rate of the non-Hispanic population in recent years. 

Wielding enormous political and consumer clout, the annual spending power of US Hispanics is predicted to soon exceed $2.5 trillion, in a market that is defined largely by young, ambitious, digitally savvy consumers (over 60% of US Hispanics are aged under 36).

Yet, as the Hispanic Marketing Council reports, Hispanic communities make up just 6% of overall US ad spend – a woeful statistic that mirrors the “invisibility” and misrepresentations of Latinos in wider media culture. 

With diversity, equity and inclusion values becoming hardwired into corporate decision-making, however, agencies and publishers across the digital landscape are ramping up efforts to engage with minority groups  – including a growing linchpin of Latino voices. 

With the booming Hispanic population fast reshaping America’s economic contours, here’s how media players on both sides of the ecosystem can further bridge the gap. 

Storytelling at Scale

With video content firmly on the front line of audience engagement efforts for 2022, the realities of producing good-quality inventory is nonetheless challenging for publishers battling a trinity of tight budgets, limited resources and spiraling costs

Typically, media companies in high Latino population states such as California, Florida and Texas are focusing closely on Hispanic audiences, with raw storytelling materials (news, images, text) available to connect. Yet, they lack the ability to translate these resources into a scalable video strategy. 

That’s where the help of a specialized partner such as ShowHeroes comes in, with the mainstay of an in-house studio to deliver premium content that is closely scoped to the demands of ethnically and culturally diverse communities. 

For publishers, joining forces with a third-party service is a great way of leveraging the kind of long-form original video storytelling on which powerful engagement rests; particularly when that content is customized precisely to the needs of a particular audience. 

Because the reality is, America’s Hispanic population is no monolith. Instead “US Hispanic” is a catch-all term for a huge, multidimensional canvas of people, led by those of Mexican origin but encompassing many other groups, including fast-growing populations from Venezuela, Guatemala and Honduras. Different states and areas of the country are home to different kinds of Hispanic influences, too – each with their own linguistic and cultural nuances. 

Added to which are various “unheard” demographics, such as the five million US adults who identify as Afro-Latino. Angel Jones, an Afro-Latina assistant professor at Southern Illinois University, tells Insider that people like her, as well as indigenous Latinos, are “left out” of Hispanic heritage  month advertising and celebrations. “Our identities are not valued or even considered,” she says. Curated content may be one small step toward changing this kind of damaging oversight. 

The drive for tailored content

A good partner can help publishers’ to augment their diversity strategies with bite-sized videos around heritage education or the history of Hispanic independence, for example. But that is just the starting point. The real beauty of building inclusive video content from scratch comes from its ability to speak the many different cultural inflections of a particular community; be that Florida-based Puerto Rican women or Dominican teenagers of New York. 

This then creates a filter-down effect of great, dynamic video inventory for advertisers to choose from. It’s all too easy in media narratives to reduce a large, multi-identity group into a single mold. But with tailored video storytelling, marketers can engage directly with specific communities via quality content. 

In a similar vein, ShowHeroes can use its sophisticated technology to understand the cultural semantics and sentiment of video content in detail. This allows brands to place ads alongside highly compatible content across verticals such as soccer, cooking, family life, music and more. Using advanced semantic targeting – a privacy compliant approach fit for the cookieless future marketers can tailor their campaigns to reach particular audience segments across the Hispanic community; closing the circle to better monetize original content.

Incisive Solutions in a Multifaceted Age

This razor-sharp level of customization applies to formatting, too. Latinos use social media, mobile apps and other digital platforms at higher rates than the general US population, including a weekly average of 279 minutes on social media. Marketers looking to target this demographic, particularly with younger age groups, should be looking to utilize snackable, mobile-friendly pieces of video content.

By 2026, 27% of American under-30s will be Hispanic, with Latinos accounting for nearly 70% of US population growth. This new generation nevertheless faces “an epidemic of invisibility” in film and other areas of popular culture, along with systemic discrimination (62% of Hispanic adults say having a darker skin color hurts their ability to get ahead in the United States). 

Media leaders, however, can do their part to course-correct. By creating original content that resonates with different Hispanic communities, we can tap into a powerful and lucrative audience segment – as well as advancing the vision of a fairer future for all.

 

Read our recent interview with Ilan Zenghin, CEO of Showheroes Group.

Subject matter experts from JP Morgan Chase and Century 21 talked about how to create and communicate diversity equity and inclusion initiatives to internal stakeholders and consumers at a recent Portada Live knowledge-sharing event for brand marketers. (Watch the VIDEO at the end of the article!).

This article is presented by El Tiempo Latino*

Diversity Equity and Inclusion is not only a moral imperative, it can also increase innovation at organizations and make perfect business sense. But how can Diversity Equity and Inclusion initiatives best be communicated and implemented? Cesar Lostaunau, Director, Growth Markets/Diversity & Inclusion at CENTURY 21 Real Estate LLC, and Ron Bautista, VP Lower Mass Segment Marketing for Chase Consumer Banking led a conversation about how their teams create and execute strategies to communicate diversity equity and inclusion initiatives to internal stakeholders and consumers.

How to Approach the Wealth Gap and Opportunity Across Diverse Communities for the Financial Industry? 

Diversity Equity and Inclusion
Cesar Lostaunau, Director, Growth Markets/Diversity & Inclusion at CENTURY 21

Portada Live participant Janina Delloca-Pawlowski, Vice President, Customer Inclusion at Fidelity Investments, asked Bautista and Lostaunau about how to best approach the wealth gap and opportunity when communicating with diverse communities.  Real estate agency franchise company Century 21 created its own inclusion program. “We lead with education. We arm our 50,000 agents with the information and knowledge they need to reach first-time home buyers and get their message in front of diverse communities. We reach out to community centers and schools so that many people understand that home ownership typically is the foundation of wealth in the U.S, ” Lostaunau explained.

We reach out to community centers and schools so that many people understand that home ownership is the foundation of wealth in the U.S.

Chase’s Bautista agreed that education is key, and added that having an educational approach “has different aspects, including digital so that people can access information before seeing a banker. And, of course, in-person by meeting the community where the community is at and also through the partners that already have those relationships. This way we build confidence from the client side.”

In addition, Bautista mentioned that Chase opened more than 200,000 low-cost checking accounts with no overdraft fees. “We have opened 12 community center branches, and branches for community partners and entrepreneurs to meet and get support.”

Diversity Equity and Inclusion: Using the Right Data

Diversity Equity and Inclusion
Ron Bautista, VP Lower Mass Segment Marketing, Chase Consumer Banking

One challenge companies face when developing programs specific to underserved communities is to use the right data. Both Chase and CENTURY 21 have large teams of experts to make sure they have the insights they need about diverse demographics.

“We have team members who are specialists in working with various communities, including Black, Latino, LGBTQ, and people with disabilities. It is about having different support groups with insights and programs to work on. It’s about adapting depending on the audience,” Bautista explained.

It is key to have different support groups with different insights and programs to work on. We micro-target depending on the situation.

Lostaunau added Century 21  “has Employee Resource Groups, e.g. where we gain a lot of experience from realtors. Lastly, we leverage our relationship with external diversity partners e.g. with NAHREP who once a year publishes the ‘State of  Hispanic Homeownership’. This way we make sure we are impacting the industry; whether it is the consumer or the wealth lens to community insight when developing programs specific to those communities as well as when integrating insights into general market work if applicable.”

Local Community Efforts

To figure out how they can help their customers and try and make an impact, Chase and CENTURY 21 have specific teams and initiatives. “The initiatives that are most successful are where there is an interest in first-time home buying, launching a career, or advancing an economic level. At the national level, we build relationships with organizations that drive diverse communities through assertive marketing in some of our local offices,” explained Lostaunau.

At the national level, we build relationships with organizations that drive diverse communities through assertive marketing in some of our local offices.

“Our community managers are the ones who manage local community efforts. We have 150 across the country. Their full role is to engage the community with financial health workshops, hosting guest speakers on home lending and more.” adds Bautista. “My personal mantra is that there is growth in solidarity. My job is to demonstrate that this is possible.”

My personal mantra is that there is growth in solidarity. My job is to demonstrate that this is possible.

(VIDEO) Watch the Cesar Lostaunau, Director, Growth Markets/Diversity & Inclusion at CENTURY 21 Real Estate LLC, and Ron Bautista, VP Lower Mass Segment Marketing for Chase Consumer Banking, here:

 

* This article is presented by El Tiempo Latino – National news provider in Spanish from Washington, DC for millions of Latinos in the U.S.

Emblem Health, Neiman Marcus, Gatorade, Jennie-O, Coca Cola… and other brands targeting the U.S. consumer right now. Check out our prior Sales Leads columns.

  • Emblem Health

Emblem HealthEmblem Health’s We Mean Health campaign features Jason Naylor, Sophia Yeshi, Perla Sanchez, KitKat Pecson, and partners Craig & Karl and other local artists. Their work is used to demonstrate EmblemHealth’s dedication to supporting the heart of its communities, by going beyond coverage to help NY get and stay healthy. VMLY&R brought this year’s campaign evolution to life across print, digital, audio and OOH that will be seen across NYC through the open enrolment season this Fall. “We Mean Health is more than a line, it’s the ethos that guides everything EmblemHealth does. They truly care about the health of the communities they cover,” says Wayne Best, CCO of VMLY&R NY. “And now more than ever, it’s important to get the message out there that you need to take care of yourself.”

  • Neiman Marcus

Neiman Marcus announced the launch of its Fall 2022 campaign. The Live Your Luxury campaign went live on August 29, with digitally led content appearing online and in stores, supported simultaneously through email and social media. Titled Live Your Luxury, this brand new, company-wide endeavor encompasses all that it means to be proud of oneself–and purely at the moment. Inspired by Neiman Marcus’ customers’ desire for genuine expression it exemplifies that luxury is meant to be lived in–and loved–throughout the rhythms and the instances of the everyday. The campaign incorporates a 360° approach, inspiring discovery across advertising, in-store visuals, The Fall Book, events, digital content and videos. As a springboard for Neiman Marcus’ overall brand evolution; Live Your Luxury will serve as a strategic and creative platform for the brand. The campaign encourages Neiman Marcus customers to inhabit and move through life in a way that’s true to the individual, with assurance, boldness, eclecticism, radiance and purpose. Live Your Luxury answers a call for newness and singularity, giving customers permission (and power) to embody the term as they see fit. Style, nowadays, is about so much more than just the clothes and accessories one puts together; to live the way one wants—and to maintain optimism in doing so—is the truest luxury there is. “This campaign signals a reimagined perspective of luxury, which, ultimately, means something different and often very personal to the individual,” says Daz McColl, Chief Marketing Officer, Neiman Marcus. “It is not just about styles or trends–and the unspoken expectations that come with them. It’s about how you wear a piece or a look, when you wear it, why you wear it, and what it means to you. It is about imbuing luxury as a mindset and a prism within our daily paces–and embracing it all.”

  • Coca-Cola

Coca-ColaAs anticipation builds for the November kickoff of the FIFA World Cup 2022™ in Qatar, Coca-Cola is celebrating the passionate journey of football fans through the “Believing is Magic” global campaign. Coca Cola kicked off the integrated, digital-driven campaign, which will unfold over the coming months, by unveiling a suite of digital films capturing the full extent of fans’ devotion for their beloved teams. The spots show the outlandish promises many fans would make if their team could win the FIFA World Cup™—from getting a tattoo, to shaving their head, to running to work every day—while inviting viewers to share their own promises for possible inclusion in Coca-Cola packaging, digital content or outdoor creative.

The “Believing is Magic” campaign also will include:

  • The FIFA World Cup™ Trophy Tour by Coca-Cola, which is bringing the solid-gold Original FIFA World Cup™ Trophy to 51 countries and territories.
  • A unique digital hub where fans around the world can compete and predict winners of FIFA World Cup™ matches, connect to social platforms and share emotions, excitement and memories.
  • An exclusive partnership with Panini, the official licensed sticker album of the FIFA World Cup 2022™, on 14 exclusive player stickers fans can collect and trade physically and digitally. On the stickers found under Coca-Cola labels, each footballer shares his unique “Believing is Magic” moment—from pre-match rituals to traditions, to inspirational stories—while inspiring and incentivizing football fans to share their own stories. Coca-Cola is working with retail partners to create in-person opportunities for fans to come together, trade stickers and create digital albums.ence after lockdown is very special. In many countries, Trophy Tour events are the first Coke-branded experience since 2019, so expectation and excitement is high.
  • Gatorade

Gatorade is introducing a new energy drink. According to CNBC, Gatorade’s new Fast Twitch energy drink won’t be available to the public until February 2023. But it will be seen in a very high-profile setting this fall courtesy of the National Football League (NFL), which will make Fast Twitch available to its players on the sidelines through an exclusive partnership with Gatorade’s owner, PepsiCo. The public release in February, not coincidentally, aligns with the NFL’s biggest event, the Super Bowl. “Our expectation is this is a big bet launch,” notes Michael Del Pozzo, President and GM Gatorade Performance Portfolio, in Beverage Digest. “We would scale out similar to how you would see us scale one of our big launches on Gatorade or across our PepsiCo business. We anticipate scaling pretty quickly.”  Gatorade accounts for approximately a 70% share of the sports drink market, per Beverage Digest.

  • California Milk Processor Board

The California Milk Processor Board (CMPB) – creators of the got milk? campaign – is at the forefront of the cultural shift with a new marketing effort celebrating unfiltered realness on and off social media. California Milk Processor Board’s “get real” campaign aims to create stronger emotional bonds with Californians throughout the diverse state, with 40% of the media budget reaching Hispanic communities. The English- and Spanish-language music videos air statewide across CTV/ online video, digital audio and podcast streaming, social media, search, and digital out-of-home (OOH). The campaign also includes integrated media partnerships with custom content. The new “get real” integrated campaign, created by advertising agency GALLEGOS United, focuses on milk’s authenticity. The debut music video features actor and singer Diego Boneta (HBO Max’s “Father of the Bride”, Netflix’s “Luis Miguel: The Series”) who takes a lighthearted journey into what a more real world could look like when people are unapologetically themselves. The CMPB even pokes fun at itself, admitting it took 37 takes for Diego to perfect the iconic milk splash at the end of the video. The new campaign is launching just as real milk consumption in California is beginning to trend ahead of the rest of the United States for the first time, looking to continue the positive momentum that GALLEGOS United’s efforts have spark over the past few years. Yet just five years ago, as consumers were increasingly opting for alternative beverages, the state’s milk consumption was 3% lower than the rest of the country. That same year, 2017, the commodity board consolidated its advertising efforts and named GALLEGOS United its agency of record. Fueled in part by culturally attuned integrated campaigns, milk consumption in California has steadily increased. The marketing efforts are led by GALLEGOS United, along with public relations firm ROX United and digital agency CANVAS United. All three are part of the UNITED COLLECTIVE, an independently owned communications group.

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Lionsgate

Lionsgate Motion Picture Group has named Horizon Media its media agency of record for its theatrical and home entertainment business, Deadline reports. Horizon Media  will develop and execute innovative, creative media strategies, planning, buying, data, and analytics across all media channels. Horizon will be working on Lionsgate highly anticipated upcoming slate which includes John Wick: Chapter 4Are You There God? It’s Me, MargaretThe Hunger Games: The Ballad of Songbirds and Snakes, and the next installment of Dirty Dancing.

  • Albizu University

Albizu University, an accredited educational institution with three locations in Puerto Rico and South Florida, revealed the inauguration of a large new annex on its South Florida campus. “With this new annex, we think about the broader impact Albizu will have on the community. We know the growth of Latinos in this area, we understand the growing need for services, and we look forward to continuing to provide these services,” Albizu’s newly appointed President, Dr. Nelson Soto tells Portada.  Albizu University’s marketing efforts are centered around online marketing, media relations, advertising, and social media on the major platforms. Their communications office is staffed by a team skilled in communicating to Hispanic and Latino markets through traditional, digital, and social media marketing. Beyond Puerto Rico and South Florida, the university attracts students from Central and South America and from the Caribbean.

  • Jennie-O

Jennie-O

The Jennie-O® brand for turkey products, is launching its “Queen of Protein” campaign to showcase the protein that reigns supreme — turkey. Throughout the campaign, JENNIE-O® turkey rules the “Queendom of Protein” where turkey is the elite protein. The campaign personifies the fun that can accompany mealtimes — from celebrating daily life to special occasions — and encourages home cooks to win with turkey at every event from grilling to appetizers to meal prepping and more! JENNIE-O® turkey is more than just food, it’s the protein-rich fuel that elevates any situation. “This campaign represents our brand today in a fun and meaningful way,” said Nicole Behne, vice president of marketing at Jennie-O Turkey Store. “As a trusted provider of quality turkey and a source of expertise for many years, we help consumers elevate their meals, but we also enjoy the moment, celebrating everyday meals and special occasions alike.”

Featuring touches of the brand’s distinctive awning logo – now appearing as an unfurling regal flag – the campaign brings some very modern sensibilities to a royal court, exemplified in one spot based around a guillotine used to perfectly slice turkey pizza. All spots put the tasty dishes you can make with JENNIE-O Turkey front and centre, having fun with recipes like ‘badminton meatballs’ and ‘croquet taquitos.’  Additionally, the campaign launch comes with updated packaging and new recipes, like curried turkey tacos and southwestern sliders. For “Queen of Protein” recipes, go to JennieO.com/Live-Well/.

  • Avocados from Mexico

(PRNewsfoto/Avocados From Mexico)

The soccer World Cup kicks off this November and Avocados From Mexico™ (AFM) and Takis®, the brand owned by Barcel USA the U.S. snack division of Grupo Bimbo,  are launching a new shopper marketing campaign, “Guackeepers Keep it Good,” helping fans bring the goodness of guac to their soccer viewing parties.The new “Guackeepers Keep it Good” promotional program includes in-store displays, consumer savings, digital engagement, and innovative recipe inspirations for fans, bringing the good times and good guac to life. Avocados from Mexico and Takis, the Mexican brand of rolled corn tortilla chips, are partnering to recruit two iconic soccer legends: Landon Donovan, one of the greatest American male players from the United States team, and Rafael Márquez, former Captain of the Mexico National team, described as the best defender in the team’s history, having played in five World Games soccer tournaments. The two will be the official “Guackeepers” by always bringing delicious guac made with Avocados From Mexico and Takis snacks to the party. And since nearly half of the world’s population (3.5 billion) watched the 2018 World Games matches, this is the perfect moment for AFM to make soccer celebrations #AlwaysGood. According to a study by research firm Numerator, there is a 1.8x basket increase when avocados and Takis snacks are purchased together. And, 2022 will be the first time the World Games will take place in the fall – which is a priority season for AFM, as the brand has majority share of the avocado category October – December, with a 9.1% growth in volume sales from 2018 – 20213 during this time frame. “What better way to celebrate soccer’s biggest event than with the good flavors of AFM and Takis snacks?” said Stephanie Bazan, Vice President of Shopper and Trade Marketing for Avocados From Mexico. “Our Guackeepers Keep it Good in-store merchandising strategy is designed to excite the soccer-obsessed and spark good times, elevating sales during this priority time period for our brand.”

 

Albizu University, an accredited educational institution with three locations in Puerto Rico and South Florida, announced two key milestones for growth. Dr. Nelson Soto has been newly appointed to assume the position of President of the university, which also revealed the inauguration of a large new annex on its South Florida campus.

By Alex de Carvalho, Portada Miami correspondent.

Founded in 1966, Albizu University is a private, non-profit higher education institution with an enrollment of over 3,000 students, 80% of which have Hispanic origins. Dr. Carlos Albizu, founder of the university, was recognized for his groundbreaking work in training in culturally sensitive psychology and the institution has pioneered professional training that is oriented to the mental health needs of multicultural communities.

Albizu University

The educational programs are designed to train professionals capable of serving minorities, as well as the general population in the United States, Central and Latin America. Accredited by the Middle States Commission on Higher Education, Albizu University offers bachelor’s, master’s, and doctoral programs and certificates in Psychology, Speech and Language, Human Services, English as a Second or Foreign Language (ESOL), and a master’s degree in Health Care.

The vision of Dr. Carlos Albizu Miranda was all about giving back to the community. One way he gave back was to prepare psychologists.
Albizu University
Dr. Nelson Soto

The newly appointed President, Dr. Soto previously served as executive vice president for academic affairs at Union Institute & University in Cincinnati. According to Dr. Soto, “The vision of Dr. Carlos Albizu Miranda was all about giving back to the community. One way he gave back was to prepare psychologists, not just on the island of Puerto Rico and not even just in Miami, but he also wanted to focus on growing and expanding throughout South America. With this new annex, we think about the broader impact Albizu will have on the community. We know the growth of Latinos in this area, we understand the growing need for services, and we look forward to continuing to provide these services.”

Albizu University’s marketing efforts are centered around online marketing, media relations, advertising, and social media on the major platforms. Their communications office is staffed by a team skilled in communicating to Hispanic and Latino markets through traditional, digital, and social media marketing. Beyond Puerto Rico and South Florida, the university attracts students from Central and South America and from the Caribbean.

There are a lot of Hispanic students and Albizu provides them with a great opportunity to come study and move their careers forward here in the United States.
Juan Carlos Bermudez, Mayor of the City of Doral, and Commissioner for Miami-Dade District 12.

“We are proud of Albizu’s contribution to the community. There are a lot of Hispanic students and Albizu provides them with a great opportunity to come study and move their careers forward here in the United States,” says Juan Carlos Bermudez, Mayor of the City of Doral, and Commissioner for Miami-Dade District 12.  “Many residents have become students, both on the undergraduate and graduate sides, and several Albizu students have in return found jobs here in Doral and in Miami-Dade County. As the one University that has been headquartered in Doral the longest, we hope they will continue to grow with more degrees.”

Dr. Soto further spoke about the top priorities for the university. Topmost is the objective to continue to expand globally, especially in Latin America. Mental health is unfortunately a growing issue, and the university wants to continue educating and training counselors and psychologists who are empathetic and can maintain the cultural competency of understanding their community.

Albizu University’s Priorities: Global Expansion, Scholarships and Continuing Education

Another priority is providing grants and scholarships for individuals that want to continue their education. Thirdly, the institution will move more into professional development and continuing education for the psychologists, counselors, school educators, and community activists that want to learn more about mental health and get credentialed.

Albizu University

The main priority is continuing to make sure that Albizu is focused on growing services for clinical mental health and just overall for mental health awareness.

“This addition is a major milestone for this campus. This new student space is momentous, and we will now have a significant presence in the community and in South Florida. The main priority is continuing to make sure that Albizu University is focused on growing services for clinical mental health and just overall for mental health awareness, so we want to make sure we are providing the continued steady force of psychologists and mental health counselors,” says Dr. Soto. “Job placement is unfortunately great because there’s a growing need. We know in places like Mexico and other Latin American countries, there is a lack of professionally trained psychologists and counselors at the Master’s and Ph.D. level.”

Written by Alex de Carvalho, Miami Correspondent

The Aspen Institute Latinos & Society Program (AILAS) announced today it has garnered grants totaling nearly $1.7 million from prestigious partners dedicated to advancing prosperity for under-served business and entrepreneurial communities. 

Specifically earmarked for the Aspen City Action Lab, the grants included $600,000 from the Ewing Marion Kauffman Foundation, $500,000 from Google.org, $375,000 from The Coca-Cola Company and a $100,000 each from the Hispanic Scholarship Fund and the U.S. Hispanic Chamber of Commerce.

Aspen Institute Latinos
AILAS Executive Director Domenika Lynch.

“Latinos are launching companies at a faster rate than other groups and accounted for 52% of net job growth in the past decade. This success occurred despite many having little formal business education, nor access to capital and supportive networks enjoyed by other demographics,” says AILAS Executive Director Domenika Lynch. “The support of the Kauffman Foundation, Google.org, the Coca-Cola Company, the Hispanic Scholarship Fund and the U.S. Hispanic Chamber of Commerce will make a real difference in helping the City Action Lab unleash the full dynamism of this underserved sector of our nation. The resulting growth will help boost our entire economy.”

The Aspen City Action Lab unites Latino small businesses with local entrepreneurial and civic leaders to spur economic growth and share ways to expand business opportunities. The object is to close a wealth and opportunity gap that widened during the COVID-19 pandemic. Issues addressed include how to access private capital, apply for public funding, and leverage digital technology to expand the customer base.

Latinos are launching companies at a faster rate than other groups and accounted for 52% of net job growth in the past decade.

The Aspen City Action Lab launched as a pilot program in 2021 with communities in Chicago; El Paso, Texas; Miami; Phoenix; San Antonio; and San Bernardino, Calif. This innovative initiative is aiding Latino-majority cities in generating long-term, inclusive economic growth through data-driven, community-informed approaches. Having built partnerships with more than 70 cross-sector leaders in these cities, City Action Lab is also building nationwide networks so that more cities can be added when the pilot phase concludes.

The award from the Kauffman Foundation, an organization committed to advancing educational achievement and entrepreneurial success, bolsters efforts to systematize the program’s design so that it can benefit future cohorts of participating cities. The funding will also help support the annual Aspen Latino Business & Entrepreneurship Summit, which assembles public and private-sector leaders to uplift policies, practices and programs supporting Latino business owners and entrepreneurs.

The grant from Google.org, the technology giant’s philanthropic arm, will boost the lab’s action-oriented strategies to prepare the workforce development ecosystem for the challenges and opportunities brought by the increasing digitalization of the economy.

The Coca-Cola Company is a central partner in AILAS’ efforts to shift the narrative around Latinos and their contributions to the competitiveness and resilience of the American economy. The company’s giving supports City Action Lab’s overall initiative as well as efforts to expand the participation of Latino businesses in our nation’s supply chain.

The funding from the Hispanic Scholarship Fund, the nation’s largest nonprofit supporting Hispanic American higher education, and the U.S. Hispanic Chamber of Commerce, the largest Hispanic business organization, representing 4.7M+ Hispanic-owned businesses,

are also in support of the overall Aspen City Action Lab initiative.

TECATE® announced its newest culture platform, Tecate ALTA Presents: ALTA Sinfónica, a reimagined approach to classical music led by Mexican-American conductor and founder of the San Francisco Philharmonic, Jessica Bejarano, and featuring collaborations with some of today’s hottest Latin artists including Snow Tha Product, Oscar Cortez and Los Rakas. ALTA Sinfónica will celebrate and bring audiences a convergence of classic and contemporary sounds.

It’s fitting that this groundbreaking, one-night-only performance take place in a city like San Francisco on October 1st — one known for many firsts and being a magnet for America’s counterculture and human rights movements. San Francisco proudly boasts one the highest percentages of LGBTQ+ adults of any major metropolitan area in the U.S., steeped in the arts, music, food and architectural scenes with roots in Mexican-American history and nuance.

Alta Sinfónica showcases the beauty and power of what is possible when different ideas and identities come together to bring their all.
Tecate Sr. Brand Director, Oscar Martinez.

“As with any other cultural expression, we believe music has no borders. To demonstrate the beauty of cross-cultural convergence, the San Francisco Philharmonic will merge with urban artists to create a whole new musical expression. Alta Sinfónica showcases the beauty and power of what is possible when different ideas and identities come together to bring their all,” said Tecate Sr. Brand Director, Oscar Martinez. “Tecate ALTA is all about blurring lines, welcoming unique perspectives and embracing what makes us different.”

Artists forming part of the ALTA Sinfónica experience and collaborating on original, exclusive musical pieces include:

  • Jessica Bejarano, a Mexican-American conductor from East Los Angeles and founder and music director of the San Francisco Philharmonic who has guest conducted in Russia, Italy, Romania, Bulgaria, Czech Republic, Spain, Venezuela and throughout the United States. She has also held motivational speaker engagements for numerous companies, schools and arts organizations.
  • Snow Tha Product from San Jose, California, proudly represents being Mexican-American in her music. Before becoming a Latin Grammy-nominated rapper, Snow sang mariachi music and then found her voice through freestyle rap and hip-hop.
  • Oscar Cortez a native of Los Angeles, California, is known for his signature “callejero” style blending regional Mexican corridos with urban sounds, enriching both genres with his unique vista.
  • Los Rakas are an Afro-Latino, Grammy-nominated duo comprised of cousins Raka Rich and Raka Dun who are Panamanians by way of the Bay Area who create Latin-urban music blending hip-hop, plena, reggae and dancehall sounds.

A special docuseries capturing behind-the-scenes interviews, rehearsals and an introduction to conductor Jessica Bejarano will be posted to official Tecate social media channels after the live in-person event on October 1st. Fans can purchase tickets soon by visiting https://tecatebeerusa.com/altasinfonica with all proceeds from ticket sales directly benefitting the San Francisco Philharmonic.

ALTA Sinfónica forms part of the brand’s latest “Bring your All” creative campaign, appealing to a new generation of consumers that is as unique and unconventional as the brand itself. (Check out our recent interview with Belen Pamukoff, Brand Director Tecate and Tecate Light at Heineken USA, on Tecate Alta’s marketing strategy.

A bicultural beer without borders, Tecate ALTA is the lightest brew in the brand’s lineup of beers that include Tecate Original, Tecate Light, and Tecate Michelada. For more information on Tecate ALTA and the brand’s wide variety of other beer products, visit tecatebeerusa.com/tecate-alta. Find the latest news on Facebook @CervezaTecateUS, Instagram @Tecate, Twitter @Tecate and YouTube www.youtube.com/user/USATecate and use the hashtag #AltaSinfonica.

TelevisaUnivision and Combate Global, the premier Hispanic Mixed Martial Arts (MMA) sports franchise, announced the premiere of a new MMA competition reality series for TelevisaUnivision’s recently launched streaming platform, ViX+ for the U.S. and Mexico.

On Wednesday, August 24, viewers can watch the first of the six episodes on VIX+, which provides a deep look at the vastly different cultures that exist within the confines of each of four of the world’s most unique MMA training camps in Mexico, the U.S. and Spain, and that serve as breeding grounds for world champions in this gruelingly competitive sport.

“We are proud to have Combate Global as part of the TelevisaUnivision sports portfolio, and especially with this series, to not only show the competition inside the ring but also bring viewers the journey fighters take on, mentally and physically, ahead of each of their fights” said TelevisaUnivision SVP, Sports Entertainment, Federico Larino.

MMA Competition
Campbell McLaren, Combate Global CEO.

“Combate Global is once again making history with an unprecedented format for a combat sports competition reality series – we are excited to work with TelevesiaUnivison to bring the most real MMA viewing experience to our fans” said Combate Global CEO Campbell McLaren.

With this series, McLaren, also the co-founder and creator of the Ultimate Fighting Championship (UFC), steps into the limelight as “Señor Campbell,” and inserts his natural and sometimes heavy-handed, but always vocal, demeanor into the show.

At the helm of each gym is a distinguished master trainer with a unique approach to the sport and a distinct system for preparing fighters for battle inside La Jaula, bringing an element of distinct competition to the show, as each episode will culminate with Combate Global MMA bouts that pit fighters from the different camps against one another.

MMA Competition

The gyms competing in the series are Bonebreakers in Mexico City, Mexico; Goat Shed Academy in Miami, Fla.; Saekson’s Academy in Los Angeles, Calif.; and Uppercut Training Center in Barcelona, Spain. Points will be awarded to the gyms based on their fighters’ performances in each bout and the gym that earns the greatest number of points over the course of the series will be awarded a $50,000 bonus prize.

More on each of the Combate Global gyms:

Bonebreakers – Mexico City, Mexico

The most renowned gym in Mexico, Bonebreakers is situated in the heart of Mexico City and is home to an army of over 70 competitive fighters, including reigning Combate Global World Bantamweight (135 pounds) Champion David “The Black Spartan” Martinez.

Head trainer Raul Salas opened the doors to the flagship Bonebreakers location in 2006 and has since expanded the camp’s footprint to include satellite Bonebreakers gyms throughout Mexico and Central America. Salas holds a black belt under the International Mixed Martial Arts Federation (IMMAF), as well as ranks in both Brazilian Jiu-Jitsu and Kung-Fu and is intent on defending the honor of both Bonebreakers and Mexico in the Combate Global competition series.

Saekson’s Academy – Los Angeles, California

Saekson’s Academy, named after legendary fighting champion Saekson Janjira, is situated in Los Angeles County and is a family owned and operated organization. The gym specializes in Muay Thai, the ferociously aggressive style of kickboxing that originated in Thailand, and that has become a key component to success in modern day MMA with its use of punches, kicks and knee and elbow strikes.

Head trainer Julio Trana boasts over 20 years of Muay Thai experience since transitioning from the sport of boxing in which he was an amateur competitor in his native country of Nicaragua.  Trana, who has trained with a slew of legendary combat sports figures, is determined to further his family’s legacy in the sport, as well as cement Los Angeles’ place on the MMA map.

MMA Competition

Goat Shed Academy – Miami, Florida

Goat Shed Academy is one of the hottest new MMA facilities in North America, but also one of the most controversial.  Open only two years, the camp is situated in Miami, Fla., a U.S. hotbed for the sport, and has become the training ground of choice for more than two dozen MMA competitors from various parts of the U.S., Venezuela and Cuba.

Goat Shed is run by outspoken, retired, former two-time world kickboxing champion and Judo and Brazilian Jiu-Jitsu black belt Asim Zaidi, who named his organization after the popular abbreviation, G.O.A.T., to let the world know that he is out to breed the “Greatest Of All Time” in the sport of MMA.

Uppercut Training Center – Barcelona, Spain

A relatively young entity, Uppercut Training Center opened its doors during the height of the COVID-19 pandemic in 2020, on a mission to assist a single fighter in need of a proper training camp.

Uppercut co-founders Oriol Gaset and Ramon Maneiro, whose friendship dates back 20 years, persevered through the tough times posed by the pandemic, though, and have since developed a small, but fearsome squad of fighters. Gaset is a former MMA fighter whose career consisted of nearly 30 professional bouts, while Maneiro, a lifelong student of martial arts, has developed a reputation as one of the best trainers in the world for integrating boxing and kickboxing into MMA.

What is the effectiveness of influencer marketing? How have conversion rates evolved? Is influencer marketing really helping brands to convert or is it more of an upper funnel awareness tool? We talked to Julia Estacolchic Sr. Director, Brand Marketing at Match and other brand marketers in the Portada network to find out.

When asked how the relationship between influencer marketing investment and conversion has evolved over time,  Julia Estacolchic Sr. Director, Brand Marketing at dating sites Match and Chispa, answers that “influencer marketing has been a key channel for Chispa for many years, and we constantly activate influencer campaigns.”  Estacolchic, asserts that she has “found good value through the built-in distribution, the ability to hyper-target and tailor our brand and seasonal messages based on the specific creator and their audiences, and the opportunity to expand that organic reach via paid efforts and performance marketing. It constantly provides a diverse and fresh pool of creative assets and content that we can leverage across channels.”

Effectiveness of Influencer Marketing: Declining Conversion Rates

For Chispa, Estacolchic explains, influencer marketing supports multiple objectives, from increasing brand relevance to user acquisition.  “However, we have seen the impact on direct conversion soften over the last year or so, where it’s forced us to reevaluate and pivot our strategies.”

We have seen the impact on direct conversion soften over the last year or so, where it’s forced us to reevaluate and pivot our strategies.
For influencer marketing campaigns of all lengths, a commonly agreed-upon good conversion rate is 3% and above, but that really depends on factors such as industry, your website layout and how marketing campaigns normally convert, and the average sales cycle. “In the last few months, we have seen a consistent downward trend in converting from influencer marketing,” Jeff Byer, CEO at Jeff Byer Inc., a Redondo Beach, CA, based web design and promotion company, told Business.com. While Byer does not consider the data conclusive at this point, he does note a marked change in consumer behavior.
Effectiveness of Influencer MarketingMatch’s Estacolchic, attributes lower conversion rates of influencer marketing to changes in algorithms of some of the social platforms which have had direct implications on the reach and exposure of sponsored/partner content. “There could also be some audience fatigue, with more creators posting sponsored content more often and coming across as inauthentic, less organic, and uninteresting to their followers. In our case, we’ve already collaborated with many of the macro, micro and even nano influencers for U.S Hispanic audiences and the pool of creators with the right audience is somewhat limited, particularly for a dating product that targets 18+ segments,” Estacolchic maintains.

Does Influencer Marketing Work? A Good Tool for Upper Funnel Marketing

Effectiveness of Influencer Marketing
Julia Estacolchic Sr. Director, Brand Marketing at Match

Estacolchic expects influencer marketing to “continue to be a good tool for upper funnel/brand affinity efforts, to leverage trends, and to generate fresh creative assets we can use to impact the lower funnel and performance.” However, she adds that she is “not confident we’ll see again the type of direct return we used to see when we first started activating influencers years ago, unless we continue to innovate and find new creative ways to activate this channel.”

Changes in algorithms of some of the social platforms have had direct implications on the reach and exposure of sponsored/partner content. I’m not confident we’ll see again the type of direct return we used to see when we first started activating influencers years ago, unless we continue to innovate and find new creative ways to activate this channel.

Intersection With Experiential Marketing

The effectiveness of influencer marketing can increasingly be seen when it comes to amplifying experiential marketing initiatives (events, sweepstakes etc) via influencers. Belen Pamukoff, Brand Director Tecate and Tecate Light at Heineken USA, recently told Portada that she is identifying influencers that best align with her target audience. “We are in the process of partnering with influencers to embrace the Tecate Alta brand. We will have 3-4 influencers going to Primavera Sound, a concert in Los Angeles on September 16-18 which Tecate Alta is sponsoring,  and they will be posting stories about what will happen on the event weekend.” Pamukoff asserts that during the event, “these influencers will be bringing the experience to followers that are not going to the event. This way, the event sponsorship investment can be scaled beyond people going to the event over that particular- weekend. “For that reason we amplify with influencers as well as with sweepstakes to attend the event,” Pamukoff concludes.

Influencers will be bringing the experience to followers that are not going to the event. This way, the event sponsorship investment can be scaled beyond people going to the event.

Match’s Estacolchic sees influencers becoming celebrities in the offline world and in real life. “I’m seeing influencers being leveraged for promotions, sweepstakes, and partnerships that crossover from online to offline and in-person events. I see influencers who a few years ago only had an online presence, and are now creating their own line of products – from candy to cosmetic lines to fashion capsules – and increasing the value of their own brands in a way that transcends the digital world but still engages in this intimate and personal way that influencers manage to do so well.” “It’s about evolving our relationship with the channel and the creators,” Estacolchic concludes.

Herbalife, Stella & Chewy, Cincoro Tequila, Jaguar……. and other brands targeting the U.S. consumer right now. Check out our prior Sales Leads columns.

 

  • Herbalife

(PRNewsfoto/Herbalife)

Herbalife Nutrition and the LA Galaxy have agreed to a multi-year renewal of their partnership, which began in 2005 as the club’s official nutrition partner. Herbalife Nutrition will continue as the official presenting and jersey sponsor of the club – a designation that began in 2007 and is the longest-running in Major League Soccer (MLS) history. Beginning with the 2023 MLS season, Herbalife Nutrition will continue as the LA Galaxy’s exclusive nutrition partner, the club’s exclusive health and wellness partner, and the official nutrition lifestyle partner. Additionally, Proactive Fueled by Herbalife Nutrition, an elite state-of-the-art performance facility, located in Westlake Village, CA, will be available to the team for preseason training and sports performance testing at the facility. As part of the sponsorship, the Los Angeles Galaxy Foundation and the Herbalife Nutrition Foundation are also committing $1.25 million to support charitable efforts to benefit vulnerable and underserved children around the world. “We are excited to extend our 17-year partnership with the LA Galaxy and expand it to include new areas of collaboration that will benefit our independent distributors, LA Galaxy players, fans and communities worldwide” said Frank Lamberti, regional president of the Americas for Herbalife Nutrition.

 

  • Stella & Chewy

Stella & Chewy’s, the category leader in the raw pet food space, announced that it is launching the brand’s first-ever national ad campaign, “All You Need Is Raw.” The new creative embodies the raw, unfiltered love pet parents have for their pets and how food, especially raw and natural food, plays a key role in how pet parents show their love. The campaign also marks the launch of a new tagline for the brand, “All You Need is Raw,” which embodies Stella & Chewy’s belief that raw is all pets are, and raw is all they need. The omni-channel campaign, led by Chicago-based creative agency Highdive Advertising, and directed by Ian Kibbey and Corey Creasey of Terri Timely, consists of multiple :15 and :30 second spots and will include cable TV, connective TV/Video, audio, social media, experiential, custom content, mobile rich media and influencer relations. The paid media strategy, developed and implemented by the award-winning Exverus Media, employs advanced data and analytics to measure brand awareness, sales performance and online conversions of each media element. The holistic media strategy and approach was designed to rapidly grow household penetration and bring new consumers into Stella & Chewy’s family of growing products of raw dog and cat food and treats. “Our consumer insight is that pet parents want shared experiences with their pets. So the media placements had to support ‘co-viewing’ opportunities: think Animal Planet and Bravo, pet music playlists on Spotify and pet Reddit communities,” said Tasha Day, VP of Media at Exverus Media. “The raw pet food space continues to rapidly expand as more pet parents strive to feed their pets as they would themselves – with real and less processed foods,” said David Campbell, CMO of Stella & Chewy’s. “With this new campaign, we aim to raise awareness of the Stella & Chewy’s brand and portfolio, which offers a range of dog and cat food products to meet varying pet parent needs.”

  • Cincoro Tequila

Cincoro founders: Wes Edens, Michael Jordan, Jeanie Buss, Emilia Fazzalari, and Wyc Grousbeck

Cincoro Tequila introduced a national advertising campaign, featuring the brand’s five co-founders and its stunning bottle. Launched in 2019 by NBA owners Jeanie Buss of the Lakers, Wes Edens of the Bucks, Emilia Fazzalari and Wyc Grousbeck of the Celtics, and Michael Jordan of the Hornets, the ultra-smooth, naturally rich tequila continues to innovate to redefine luxury tequila. Computer-generated imagery (CGI) was utilized to digitally create both the flowing liquid of the tequila, as well as the formation of Cincoro’s uniquely designed bottle. In three years, Cincoro has sold 1.5 million bottles nationally and has won 23 awards in accredited spirits competitions. The advertising campaign showcases the authentic story behind the luxury brand and underscores the “Life Well Played” brand platform, positioning Cincoro as the ultimate trophy for earned victories. The campaign features celebratory vignettes of the founders and the voiceover of Cincoro CEO Ms. Fazzalari stating, “When you create a tequila with friends this driven, average isn’t even possible.”
In addition to 30-, 15- and six-second versions of the commercial for digital and social media, the campaign includes luxury print, spectacular out of home (OOH) advertising and e-commerce. The media plan includes streaming digital sites such as YouTube, partnerships with DraftKings and ReserveBar, social media on Facebook and Instagram, print across M. Shanken Communications, Modern Luxury Media and Food & Wine, and OOH executions in Las Vegas, Los Angeles, Miami, and New York.

  • Pinnacle Financial Services

Pinnacle Financial Services, one of the largest, full-service health, life, annuities, and long-term care national marketing organizations  announced that it has acquired Health One Corporation (“Health One”). A Miami-based insurance marketing organization, Health One specializes in the distribution of Medicare Advantage, Medicare Supplement and Affordable Care Act (ACA) health insurance products for beneficiaries in the under-65 U.S. Hispanic market. Per the agreement, terms of the deal were not disclosed. Founded in 2016 by Susan Carrasco, Health One has carved out a significant place in the Medicare and ACA health insurance arena as one of the few true multicultural and multilingual insurance marketing organizations in the United States. Health One supports over 400 licensed agents in more than 30 states, who offer their services in Portuguese, Creole and French in addition to English and Spanish. With the increased capital, resources and support from Pinnacle, Health One will be well positioned to accelerate its growth, expand its agent base and serve more clients nationwide. “The fast-growing U.S. Hispanic market has been a strategic priority for our distribution efforts for many years, and today’s announcement with Pinnacle is another example of our combined commitment to meet the needs of an increasingly diverse pre-retiree and retiree population,” said AmeriLife Chief Distribution Officer Mike Vietri.

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • Ford

Ford invites Mustang owners and fans to participate in the countdown to The Stampede, the all-new Mustang global debut event on Sept. 14 as part of the Detroit Auto Show activities. With the backdrop of the Motor City, and thousands of invited Mustang faithful, Ford employees and global media in attendance, The Stampede kicks off the next chapter of the Mustang story. “Mustang is the world’s best-selling sports car because there’s one for everyone – from an EcoBoost convertible to 5-liter V8 GT fastback coupe,” said Jim Farley, president and chief executive officer, Ford Motor Company. “Now it’s time to for a new stampede of owners, fans and employees to welcome the next chapter in Mustang’s legacy – the seventh-generation, which will be our best yet.” At the very starting point of where Woodward Avenue, America’s first paved road begins, Ford invites Mustang fans around the world to descend on Hart Plaza for the debut of the all-new, seventh-generation Mustang taking place on Sept. 14 at 8 p.m. EDT. “When we conceived the idea of an indoor-outdoor Detroit Auto Show, The Stampede was the kind of event we hoped and believed was possible,” said Rod Alberts, executive director, Detroit Auto Show. “We are proud to support Ford with what will be an absolutely iconic milestone, celebrating the heritage and future of the Mustang, as well as the global mobility industry, right here in Detroit.” For Mustang fans who will not be in Detroit, The Stampede will be broadcast live on social channels, including Ford YouTube and the Ford Mustang Facebook page.

  • Legoland Resorts

Lexington, Kentucky-based Cornett has been tasked with creating work that captures the Legoland experience for both kids and adults, according to Christy Hiler, president and owner at Cornett, according to Adage and Gratisownia. Pete Carter, the founder of Creative Haystacks, was the consultant on the pitch, which covers both Legoland’s theme parks and hotels. Legoland has 10 parks around the world. The resorts are mainly designed for children from 2 to 12 years of age and offer over 50 rides, shows and attractions at each resort. Legoland’s parent, Merlin Entertainment, which also owns aquariums, the London Eye and Madame Tussaud’s wax museum, says it is the second-largest attraction operator in the world after Disney.

  • Jaguar

Jaguar is looking to make a leap into a more upscale market, trying to compete with Rolls-Royce and Bentley rather than Mercedes-Benz and BMW, and the latest step in their transition is a new advertising campaign. The company aims to be an all-electric ultra-luxury brand by 2025, with all of its models priced at least six figures. To achieve this, this new ad campaign attempts to position itself as the automotive equivalent of some of the most exclusive luxury fashion brands. “We are actually part of this world, but we don’t really communicate the brand in this way. We are deeply rooted in the automotive tradition,” Stuart Schorr, vice president of communications for Jaguar Land Rover North America, told Automotive News Europe. “And as we’re trying to get up and moving into the future, sometimes you just need a big break.” The automaker’s Twitter account, focus on models in stylish clothing, while the cars are deliberately left dark and colorless so as not to be in the spotlight. We’re not sure if making the cars a back-story is the best strategy to sell them, but we won’t argue with what is likely a very tactical marketing ploy on Jaguar’s part. Ads will be placed in relevant fashion magazines such as Harper’s Bazaar, Elle, and Esquire to attract this clientele, as well as Road & Track to attract automotive enthusiasts. “We have put this conscious effort into our advertising, our social media and our photography to be much more refined, more elegant and more contemporary,” said Schorr.

 

 

Updated August 17, 2022. Senior marketers from Anheuser-Busch, Comcast, Digitas and T-Mobile are the latest additions to an exceptional roster of speakers and participants at the Portada Live Marketing Conference in New York on September 29, 2022. The conference program is designed to maximize peer-to-peer learning and 1:1 interaction in a comfortable setting. It will include knowledge-sharing sessions and presentations by major brand leaders as well as VIP lunch and dinner functions. A complementary virtual format will enhance content and networking opportunities (1:1 meetings) with brand marketers attending the event virtually.

Driven by brand marketers belonging to the Portada network who represent the most dynamic sectors of the U.S. and Latin American economies, the Portada Live marketing conference in New York will include presentations and knowledge-sharing sessions by major brand leaders who will discuss topics including the below:

    • Best Practices in In-Culture Marketing with Daneyni Sanguinetti, Director, Culture & Inclusive Marketing at Pernod Ricardi, Nicole Preston, General Manager, Latino Center of Excellence, Dish Networks, and Seraj Bharwani, Chief Strategy Officer, AcuityAds
    • Understanding the Streaming Explosion: Optimization Paths for Brands and Advertisers with Jonathan Scarpetta, Media Director, Pepsico Mexico Foods, and Carlos Vargas, CMO, Samsung Colombia
    • The sixty-four-thousand-dollar question: Engaging the Evolving Hispanic Consumer with Diego Osuna, Sr. Manager Integrated Marketing Strategy, T-Mobile and Guillermo Pérez, Chief Creative Officer and Brand Strategist, Digo
    • Anheuser-Busch’s Vision for Multicultural America with Mariana Lever, Sr. Director, Commercial Strategy and Planning, Anheuser-Busch and Alexander Monroy, Sr. Brand Director, Estrella Jalisco at Anheuser-Busch

      Marketing Conference in New York: Brand Decision Maker-led Concurrent Workshops

Marketing Conference in MiamiPortada Live in New York will also include a VIP lunch and other networking functions. In addition,  there will be concurrent brand decision-maker-led workshop tracks. Participants will be able to choose one of the five sessions below:
-DtoC or not to DtoC in 2023. That is the question. Led by Christina Caruso Nevoso Senior Brand Manager: Commercial and Innovation Lead, Bayer, and Kunal Kumar, Director Brand Marketing, Red Ventures).

How to best drive an audience strategy in multicultural America. Led by Alejandro Solorio, Audience Strategy & Planning Director, Comcast

Fine-tuning your influencer marketing to different cultures and geographies. Led by José Nicolás Vélez, Global Marketing Director, Smirnoff at Diageo.

 How Brands Best Can Capitalize on the Power of Video and Social Leader: Led by Danisha Lomax, SVP, Head of Media & National Paid Social Lead, Digitas North America

-Purpose-driven marketing: Supporting diversity serving media partners. Led by Arnetta Whiteside, SVP, Inclusive Media Research, Strategy & Knowledge Management, Publicis Media.

Workshop leaders will be providing subject matter expertise to provide solution approaches to each of the workshop topics.

In order to ensure the safety of attendees, all participants will have to provide proof of COVID-19 vaccination or a recent negative COVID-test.

Complementary Virtual Format Enhances Content and Networking Opportunities 

In addition, a complementary virtual event format will enable globally based participants to attend the event virtually, including the participation in 1:1 meetings with brand marketers attending the event virtually. The event’s virtual format will also include the following sessions:

  • Best Practices in In-Culture Marketing with Daneyni Sanguinetti, Director, Culture & Inclusive Marketing at Pernod Ricardi, Nicole Preston, General Manager, Latino Center of Excellence, Dish Networks, and Seraj Bharwani, Chief Strategy Officer, AcuityAds
  • Understanding the Streaming Explosion: Optimization Paths for Brands and Advertisers, Jonathan Scarpetta, Media Director, Pepsico Mexico Foods, and Carlos Vargas, CMO, Samsung Colombia
  • The sixty-four-thousand-dollar question: Engaging the Evolving Hispanic Consumer with Diego Osuna, Sr. Manager Integrated Marketing Strategy, T-Mobile and Guillermo Pérez, Chief Creative Officer and Brand Strategist, Digo
  • Anheuser-Busch’s Vision for Multicultural America with Mariana Lever, Sr. Director, Commercial Strategy and Planning, Anheuser-Busch and Alexander Monroy, Sr. Brand Director, Estrella Jalisco at Anheuser-Busch

Already confirmed Partners of Portada Live include:

ASV 

Canela Media

Comscore

Digo

El Tiempo Latino

illumin

MyCode

Sabio

For more information on participation at Portada Live, September 29, 2022
Qualifying client-side brand marketers, please reach out to Brand Relationship Manager Celeste Martorana at celeste@portada-online.com.

Marketing service suppliers, including media companies and agencies, who want to find out about thought leadership and business development opportunities, please contact Marcos Baer at marcos@portada-online.com.

Hyundai Motor America, EchoPark Automotive, Under Armour … and other brands targeting the U.S. consumer right now. Check out our prior Sales Leads columns.

  • Hyundai Motor America

Hyundai Motor America has selected independent, Hispanic-owned and operated Lopez Negrete Communications as its U.S. Hispanic marketing agency of record. Hyundai has entered a multi-year agreement with Lopez Negrete following a competitive request for proposal (RFP) process. Lopez Negrete applies cultural intelligence to inspire work that matters and engages today’s Latino consumer. The nation’s largest independent, Hispanic-owned and operated, full-service agency is known for breakthrough creative marketing campaigns that deliver maximum return. Lopez Negrete is a founding agency member of the ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM). Lopez Negrete will collaborate with Hyundai to develop U.S. Hispanic marketing strategies, create new vehicle campaigns, provide experiential and social media strategy, and consult on media buying decisions. In addition to branding and product campaigns, Lopez Negrete will support future models and Hyundai Hope On Wheels activities.

  • EchoPark Automotive

EchoPark Automotive, a subsidiary of Sonic Automotive, one of the largest automotive dealership groups in the United States, announced that it has selected VaynerMedia as its fully integrated agency of record. In a first-of-its-kind partnership, the agency will be responsible for providing full creative, strategic, analytical, social and media services as the brand expands its advertising and marketing capabilities.VaynerMedia’s appointment was awarded following a competitive review. EchoPark will immediately bring VaynerMedia on board and together the companies will plan for new brand campaign efforts later this year.

  • Under Armour 

Under Armour, the American sports equipment company that manufactures footwear, sports and casual apparel, has appointed Zambezi as its creative agency globally to lead creative development for 2023 brand campaigns, Adage reported. The independent agency won the business following a pitch process that ended in May. Interpublic Group of Cos.’ MullenLowe is believed to have also participated, according to multiple people close to the situation. MullenLowe was unavailable for comment. The brand has been handling some work through its in-house agency, including its 2020 campaign “The Only Way is Through.” During that time it also collaborated with agencies on a project basis, and prior to that, the company worked with Droga5.

 

Portada LiveAt this exclusive event on September 29, 2022, Brand Decision Makers and Marketing Service Suppliers will share and accelerate knowledge on key topics including multicultural marketing, e-commerce marketing and leveraging marketing technologies. To find out about networking solutions at Portada Live involving a myriad of brand decision makers, please contact Sales Coordinator Michelle Lopez at michelle@portada-online.com.

  • JefeBet

JefeBet, a gambling and multimedia brand for bilingual and Spanish-speaking Americans, will release a new proprietary, free-to-play Loteria game this autumn.The game, built in partnership with Plan A Technologies, is scheduled to debut during National Hispanic Heritage Month. It is designed as a hybrid of Loteria and Keno, and will be available to play on iOS and Android platforms.Fifth Street Gaming (FSG), JefeBet’s parent company, is a full-service hospitality and casino management company, which has catered to the Latino market for over 15 years. Its casino properties the Silver Nugget and the Lucky Club are the only two US properties to operate Loteria on-site.Loteria is often referred to as Mexican bingo, and is a game of chance whereby illustrated cards replace numbered balls.

 

It’s 6:30am. You know you’ve got to get up but the press of the snooze button allows you to drift off to sleep again. 6:45am, you press snooze again but when the alarm sounds a third time you’ve got 30 less minutes to get ready and not miss your train. Now you are rushed, you’ve got mismatched socks on and you barely make your train. Sound familiar?

It’s fair to say that Google has hit the snooze button again and if we’re not careful we’re all drifting off to sleep again. It’s time to wake up to the fact that it really doesn’t matter how long the 3rd party cookies deprecation delay is, the reality of cookieless is that it’s here and more important to your business than ever!

It comes as no surprise that Google has delayed the deprecation of the 3rd party cookie for a little while longer.

It comes as no surprise that Google has delayed the deprecation of the 3rd party cookies for a little while longer. With a lack of viable Sandbox alternatives and September 2023 approaching quickly, it’s fair to say this next delay was inevitable.

If behavior is consistent with the last delay it will mean a large percentage of the advertising community will take a huge sigh of relief and hit their snooze buttons. Cookieless readiness programs will be paused and advertisers, agencies and publishers will continue to trade the same way they’ve done for years ignoring 1 in 2 of every impression available to them today.

3rd Party Cookies

Let’s repeat that last statement; 1 in every 2. In many Global markets (US, UK and France as examples), ~50% of impressions operate today without a 3rd party cookie. Said another way… the iPhone, Safari, Firefox and Edge users will continue to be underutilized as long as Google allows 3rd party cookies to operate.

Agencies and publishers will continue to trade the same way they’ve done for years ignoring 1 in 2 of every impression available to them today.

These cookieless audiences are reported to spend more, travel more* and from our research** their audiences convert better. So, our position at Teads is clear, keep cookieless readiness a top priority for your business and take advantage of the most lucrative audiences by using Teads’ cookieless solutions.

We recommend that the advertising ecosystem continues to prioritize cookieless today and stop focusing on what Google is doing. For those who embrace the new solution, the opportunity is abundant so any delay is not only ignoring the inevitable but potentially costing your business.

So don’t hit snooze again. Wake up to the reality that cookieless isn’t near; it’s here and Teads is perfectly placed to help you.

Written by James Colborn, Global Senior Director, Data, Teads

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