Mariela Ure


Several top notch brand marketers are already confirmed speakers at the Hispanic Sports Marketing Forum, which is part of #Portada15 and will be taking place on September 16 in New York City’s Yotel and followed by the 9th Annual Hispanic Advertising and Media Conference on Sept. 17.

Our Hispanic Sports Marketing Forum in NYC on Sept. 16 has been already enthusiastically received by major brand marketers who have confirmed their participation as speakers. They include:

  • Pattie Falch, Director, Sponsorships & Events, Heineken USA
  • Manuel Campos, Hispanic Marketing Director, Sprint
  • Mariela Ure,S VP, Hispanic Segment Strategy, Wells Fargo
  • Christian Borjon, Director Hispanic Sales & Marketing, Sprint & SPG
  • Emma Velez-Lopez, Director of Advertising US Hispanic,DirecTV
  • Russel Sargeant, Director, NBC Sports & Telemundo Global Sports Sales, NBC Universal

Some of the key topics we will be exploring:

  • The main sports events/properties over the next 4 years and how your brand should take advantage of them.
  • Brand new insights about the Hispanic soccer fan and new ways to engage them
  • Baseball, Hockey, Basketball, Football or something else? What sports drives Multicultural passions the most and why?
  • Sports-Next: Wearables, Apps and Games. Fun, Health and Entertainment for the Multicultural Consumer. more cutting-edge topics to be announced soon!

Register here at Early Bird Rate for the Sports Marketing Forum or at the Special Combo rate for #Portada15 overall!

Mariela Ure is SVP Hispanic segment strategy lead for Enterprise Marketing at Wells Fargo. She is responsible for leading the company’s efforts in delivering products and services that meet the needs of the rapidly growing Hispanic market. Mariela oversees segment-specific strategies, the development of business and marketing plans, and defines the company’s priorities to maximize service to Hispanic communities nationwide. Wells Fargo recently partnered with Telemundo for the “Conversemos de tus Finanzas” Campaign. Ure talked to Portada about the details of the “Conversemos de tus Finanzas” effort as well as about other Wells Fargo initiatives in the sports marketing realm.

Portada: Can you please explain the different elements of the Telemundo “Conversemos de Tus Finanzas” campaign? What media was used, what content marketing and PR effort?
Mariela Ure SVP, Hispanic Segment StrategyMariela Ure, SVP and Hispanic Segment Strategy Lead, Wells Fargo:
 “I’m excited to share that Wells Fargo recently collaborated with Network Telemundo for the “Conversemos de tus Finanzas” – a financial literacy campaign specifically designed to empower Hispanics and help them reach their financial goals. The campaign includes informational vignettes and customized content on money management and credit featuring “Un Nuevo Día” hosts Rashel Diaz and Diego Schoening. The campaign is anchored by custom segments on “Un Nuevo Día,”sponsored financial segments on “Al Rojo Vivo” and “Noticiero Telemundo,” social media engagement and a dedicated online page with 30-second web spots hosted on Telemundo.com’s finance section. Wells Fargo also offers online resources, including Mi Guia Financiera and El Futuro en Tus Manos, that provide tools and resources on how to create a budget, manage finances, obtain and build credit, and more. The marketing and public relations efforts supporting the program include a public awareness campaign that includes national trade and consumer media outreach, an audio news release in key Hispanic markets and an amplified social media conversation through a blogger influencer program.”

What agencies (creative, media and PR) were involved in the effort?
 “All creative materials for the platform were created by Telemundo with the guidance of Wells Fargo’s advertising team and Hispanic agency, Acento. The campaign was supported by public relations efforts led by Wells Fargo’s communications team and multicultural public relations agency Golin in collaboration with the Enterprise Hispanic Segment strategy team.”

What have been the results so far?
M.U.: “
While we still have a bit to go before the collaboration ends, we are seeing great results across the board. We know our customers are benefiting from this collaboration and the tools and resources we are providing is what matters most to us.”

Has there been an uptick in the amount of visits to Wells Fargo’s Spanish-language site?
M.U.: “We have yet to finalize the results as the campaign is still in progress. However, our intent is to monitor the success of the campaign through all channels – mainly engagement with the tailored content on Telemundo.com’s finance page and through social media conversations. Our overall goal with this effort is to focus on helping the community have greater access to helpful and relevant content regarding their finances. We want to empower the Latino community to feel informed and prepared to enhance their financial health and reach their goals.”

How has the Wells Fargo Social Media Team worked around the “Conversemos de Tus Finanzas Campaign?”
M.U.: “The Wells Fargo social media team focused their efforts on engaging and partnering with Hispanic social influencers and bloggers to help amplify the social media conversation.The collaboration was also supported through Telemundo’s social media platforms including Telemundo’s Twitter pages and Rashel Diaz and Diego Schoening’s Twitter pages – mainly through a series of posts bringing awareness to the launch of the campaign.”

Our social media team focused their efforts on engaging and partnering with Hispanic social influencers and bloggers.

You are active in sports marketing, particularly in soccer? What are your latest plans in terms of sponsorships of major events?
M.U.:“Earlier this year, we announced a major sponsorship with the Mexican National Team and Major League Soccer (MLS). Soccer is a growing sport in the U.S. with a dedicated fan base. Wells Fargo is proud to support MLS, the Mexican National Team and the ‘beautiful game’ of soccer. We believe this is an incredible opportunity to connect with local communities and soccer fans across the country to share Wells Fargo’s passion for their financial success, as well as the sport of soccer. Interest and participation in soccer in the United States has been on a steady increase over the past 15 years. Not only have we seen a growth in participation in the sport in almost every metro market through youth and adult leagues, but due to recent broadcast deals and team expansion within MLS, the U.S. soccer fan now has direct access to more professional soccer than ever before. Major League Soccer, our country’s premier professional league, is leading much of this growth through team expansion and helping to support growth of the game at the grassroots level.”

 With the arrival of the millennial generation and the growing Hispanic population – soccer and MLS represent an unrivaled opportunity.

How do you measure ROI of your sports marketing sponsorships?
M.U.: “
For commercial partners such as Wells Fargo, we feel that the league offers us opportunities to engage with our customers and employees by sharing in the passion we collectively feel for the game. Additionally, with our country’s changing demographics – the arrival of the millennial generation of consumers and the growing Hispanic population – soccer and MLS represent an unrivaled opportunity for companies looking to market product and services to these fans.”

Last week Wells Fargo announced it will sponsor the Mexican National Team for the team’s annual U.S. Tour building on the company’s July 31 announcement of a national sponsorship of Major League Soccer (MLS). Portada talked to Mariela Ure,  SVP of Wells Fargo’s Hispanic Segment Strategy, on these recent sports marketing endorsements.

SoccerPortada: Would you characterize the alignment with the Mexican Soccer U.S. Team as a Total Market strategy? We understand this is not only about reaching U.S. Hispanic consumers right?
Mariela Ure, SVP Hispanic Segment Strategy, Wells Fargo.: 
“Wells Fargo is seeking to reach all soccer fans across the United States. Soccer is very popular worldwide and now one of the fastest growing sports in the U.S. This is a great opportunity to introduce and strengthen the Wells Fargo brand in the minds of soccer fans. These fans are passionate, loyal and community oriented qualities that Wells Fargo and our team members share and embody everyday as we seek to help our customers succeed financially.”

When it comes to the Hispanic consumer, we understand that Wells Fargo is primarily trying to reach Hispanic Small Business Owners. In what way does this sports marketing initiative help achieve that goal or does this strategy also want to reach more the Hispanic consumer?
M.U.: “Our sponsorship of MLS provides a national platform for brand, product and community marketing to the estimated 90 million U.S. soccer fans, including not only fans of soccer across all communities but also two important customer segments – Millennials and Hispanics. With our coast-to-coast presence, the time was right for Wells Fargo to invest in a national sports marketing sponsorship that allows us a unique platform for engaging new and existing customers, increasing our overall brand consideration and continuing to support community initiatives in the communities where we have customers and team members.”

This provides an incredible opportunity to to engage with soccer fans and show them we are as passionate about their financial success as they are about their team.

What media buying are you doing in conjunction with the Mexican National Soccer US Tour sponsorship?
M.U.: “We are actively pursuing the opportunities that come with our sponsorship of both MLS and the Mexican National Team. We launched our support of FMF at their game against Ivory Coast on August 14 at MetLife Stadium in New Jersey.  The first activation of the MLS sponsorship took place during the 2013 MLS All Star Game in Kansas City on July 31 aired on ESPN2 and UniMas. This included use of the LED Field Boards, other in-stadium advertising and participation in the MLS WORKS Community MVP award ceremony during half time. We continue to explore the best ways to connect with soccer fans across the U.S., including through community support activities and brand advertising. Annual activation and media plans will be determined year to year throughout the course of the agreement.”

We understand Acento is your Hispanic media buying and planning agency right?
M.U.:  “Yes. As is the nature for our integrated marketing model, we work with Acento and other partners to best execute on important initiatives like our sponsorships of MLS and FMF. In this case, Wells Fargo negotiated the terms of the agreement directly with Soccer United Marketing/FMF, with input from their agencies.”

Unilever has a similar strategy sponsoring the Mexican National Team. How does the Wells Fargo’s strategy differentiate itself?
M.U.:  “Wells Fargo is not only the sponsor of the Mexican National Team for their U.S.-based soccer matches, but also the exclusive retail banking and commercial lending sponsor of Major League Soccer (MLS) which provides an incredible opportunity to engage with soccer fans and show them we are as passionate about their financial success as they are about their team. In addition to the sponsorship Wells Fargo is working together with MLS on community support programs, including the MLS Works Community MVP program. One Community MVP is selected to represent each of the 19 MLS clubs based on their efforts in the areas of social issues, health issues and community service.”

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