In time for Mother’s Day, Coca-Cola is launching a new Mother’s Day video “Inseparable,” an interactive video experience designed to tug at the heartstrings of both mother and child. It celebrates the remarkable, emotional journey of mothers and daughters, and ends with a simple message: “This Mother’s day give mom the gift she wants most. Call her.”
ESPN Deportes was recognized at the Sports Emmys, presented for the 36th year by the National Academy of Television Arts and Sciences. The network claimed its first win in the Best On-Air Personality Spanish-language category with the honor going to baseball play-by-play veteran Ernesto Jerez.
If you’re a CPG marketer and you’re not yet leveraging digital video ads, it’s time to start. What makes digital video such a natural fit for CPG brands? CPG brands are already experienced TV advertisers. They are experts at using videos to tell great stories and make emotional connections with their audiences. So the leap from TV to digital video is actually a natural transition. Digital video advertising can also be closely coordinated with TV schedules so that multi-screen exposure can reinforce and enhance connections and messaging.
Strategic and organizational factors are what separate successful big-company innovators from the rest of the field. It’s no secret: innovation is difficult for well-established companies. By and large, they are better executors than innovators, and most succeed less through game-changing creativity than by optimizing their existing businesses.
Borden Dairy Company, parent for LALA brand in U.S. has selected Dieste, Inc. as its advertising agency for its LALA brands. Dieste will manage the brand strategy, digital initiatives, creative and media planning duties for both the U.S. and U.S. Hispanic markets.
TuYo IPTV network will provide a la carte and pay-per-content channel bilingual and multicultural entertainment options for viewers when it debuts in July.
NBCUniversal’s Hispanic Enterprises and Content announced the appointment of Ana Salas Siegel to General Counsel.
NBCUniversal Owned Television Stations announced that Ric Harris has been named President and General Manager of NBC10 / WCAU and Telemundo62 / WWSI, the local stations owned by NBCUniversal that serve viewers in the Philadelphia area.
Some very bright people, whom I respect as colleagues, have expressed skepticism about a Total Market approach. But they miss some key points in their understanding and its viability.
The article Requiem for Total Market quoting David Morse and Pedro de Cordoba does a good job describing Nielsen’s definition of the New Mainstream. It is a fact that today America is more diverse and smart marketers will reflect that in their go-to-market calculations. There is no going back to the days of silos for clients or agencies. Clients are changing and they expect their agencies to keep pace. Will it be easy? No. Will it work? Yes. And we have seen ample evidence of clients who are doing excellent campaigns that reflect smart thinking and collaborative efforts between their agencies and well as stand-alone programs. There is no one-size fits-all solution when it comes to a Total Market approach.
By Roberto Orci, President and CEO, Acento
Following on from the gap we identified last week between brand marketing and the sales/trade/shopper marketing teams, the ANA has delivered a different gap analysis in a new report called “Enhancing Client/Agency Relations 2015.” Before we continue, I want to make sure I follow the health and safety regulations here at MediaPost. We take them very seriously, so I want to make sure you are sitting down when you read the following quote, per CMO.com: “Just 27% of agencies reported that clients provide clear assignment briefs. Meanwhile, 58% of clients think they are doing a good job.”
Pulpo announced that it has promoted Oscar Padilla to Senior Vice President of Marketing, Digital Media & Insights. Padilla was previously the Vice President of Strategy for Entravision’s Luminar Insights, a “big data” analytics and modeling provider uniquely focused on delivering insights on U.S. Latino consumers. Padilla succeeds María Lopez-Knowles, who was recently promoted to Chief Marketing Officer of Entravision.
By Gonzalo López Martí – LMMIAMI.COM
Over the past decade the CPG landscape has evolved from being dominated by a few leading power houses to being rich and varied, ripe with start-up brands that are increasingly gaining market share and becoming beloved household names. But even as smaller brands grow toward a more mass market, the way they behave continues to set them apart from the longstanding CPG power brands they come to eventually compete against, and it’s helping them win when it comes to consumer loyalty. So what is it that they do differently?
As traditional TV time declines, digital video viewing across devices is driving time spent with video as a whole.
Burson-Marsteller announced Jorge Ortega has joined the company as Executive Vice President and Managing Director of the agency’s Miami office, which serves the Florida market and is the headquarters for Burson-Marsteller’s Latin America regional business.
The business of media has changed so much over the past few years that the notion of media agencies being “agents” of advertisers may no longer apply. That’s the message that Irwin Gotlieb, CEO of WPP’s Group M and arguably the dean of the global media industry, delivered to a room full of advertising executives at the ANA’s Financial Management Conference in Phoenix this week.
Imagine a grocery store where you can receive personal recommendations and offers the moment you step in the store, where checkout takes seconds and you can pay for groceries without ever taking out your wallet. Sound far-fetched? It’s closer than you think.
More than two-thirds (68%) of marketers and agency executives expect to see their digital video ad budgets increase in the next 12 months, according to the second annual “Digital Content NewFronts: Digital Video Spend Study,” a survey of 305 buy-side professionals conducted by Advertiser Perceptions and released by the Interactive Advertising Bureau (IAB). This optimism about the medium comes on the heels of a strong uptick from spring 2013 to spring 2015 in budget allocation to digital video by brand advertisers and media buyers, with the former increasing its commitment to digital video by a whopping 90 percent over that two-year time period.
AT&T has completed its acquisition of companies operating under the name Nextel Mexico from NII Holdings, Inc., including spectrum licenses, network assets, retail stores and subscribers in Mexico, for $1.875 billion, less approximately $427 million of net debt and other adjustments.
America Runs – and rocks – on Dunkin’, as Dunkin’ Donuts announced a special sweepstakes offering the chance to win an all-expense paid trip for two to New York to attend an exclusive performance by Mana, one of the most successful Spanish-language rock bands of all time.
