Best Global Green Brands 2014

brand partners

Dr Pepper Pursues Latino Consumers Via Telemundo Tie-Up

Posted by Dale Buss on February 25, 2014 11:04 AM

Dr Pepper is relying on new campaigns running on TV properties including The Bachelor and the Telemundo network to boost its appeal among US Latinos.

The brand owned by Dr Pepper Snapple Group is teaming with Telemundo Media for "Los Unicos," a seven-month, multiplatform partnership involving three Telemundo performers who range across the network's shows and platforms. The effort revolves around the dedicated Los Unicos custom digital hub and will feature each of the three stars in their own six-part web series.

There's even a 2014 Dr Pepper and Telemundo co-branded calendar featuring 12 Telemundo superstars that the brand will distribute as a gift with purchase of Dr Pepper; it'll be supported by local appearances from Telemundo talent in key markets.Continue reading...

media brands

Fusion Woos Millennial Latinos Through Their First Language: Social Media

Posted by Sheila Shayon on November 4, 2013 11:02 AM

Spanish-language media giant Univision and Disney/ABC Television launched their joint venture, Fusion, last week—an English language cable channel that targets Millennial Latinos. 

Univision has traditionally eschewed English-language programming, but as demographics shift from an aging population of foreign-born, Spanish-dominant Hispanics to US-born Latinos that have grown up speaking English, traditional Spanish programming fails to resonate, especially with younger viewers. That group, which watches over 26 hours of linear TV weekly and is very active on social media is Fusion's bread and butter. 

"We are winking at Hispanic, it is not overtly Hispanic," Catherine Sullivan, SVP of ad sales for ABC News, told Ad Age. "If you are not Hispanic, you won't feel like the network isn't for me."

It’s a crowded field already, with El Rey launching soon, Mun2, which was acquired by Telemundo in 2001, and Nuvo TV. And marketers that have struck out trying to target younger age groups through traditional Spanish-language networks are salivating at the new opportunities that Fusion and others are creating. "The millennial Latino is not being served by telenovelas, soccer—this isn't relevant to most millennials," Nuvo TV CEO Michael Schwimmer said.Continue reading...

digital moves

Sony Jumps Ahead in Online Pay-TV Race with Pending Viacom Deal

Posted by Sheila Shayon on August 16, 2013 01:40 PM

With the announcement of a pending deal with Viacom to stream content from such channels as MTV, Comedy Central and Nickelodeon, Sony has essentially put itself far outfront in the race to create a workable online pay-TV model. 

The deal is the first of its kind, further pitting the company against a long list of rivals, including Google, Intel, Apple, Netflix and Microsoft, that are all racing to nail down a subscription-based TV streaming system. 

Sony's “over the top” model could disrupt the current ecosystem, pitting cable companies against each other, however it “might also be the tonic that slows the arrival of the 'capocalypse'—where enough people 'cut the cord' and drop cable altogether that the whole industry collapses," Forbes explains. Sony’s not-yet-named service works on Sony-branded TVs and PlayStation but will not offer a la carte channel selection, still delivering content through cable's tried and true bundled model.Continue reading...

media brands

Telemundo Turns Up Social Tie-Ins for Popular Awards Show

Posted by Sheila Shayon on August 15, 2013 06:25 PM

Telemundo is digging its heels deep into social media for tonight's broadcast of its “Premios Tu Mundo” pop-culture awards show. The network will utilize Twitter's Vine video app to announce the winner of its "Most Social" award live during the telecast. 

"This primetime TV special, Premios Tu Mundo, evolved from a digital experiment only two years ago," said Peter Blacker, executive VP, digital media & emerging business at Telemundo. "It is exciting to see how we have been able to continue to [sic] pioneering spirit of [sic] show for both our audience and advertisers by delivering a truly innovative Social TV experience."

In addition, TV personalities will serve as “Celebrity Viners” and upload videos from the Allstate-sponsored “blue carpet” pre-show and, in partnership with People en Español, conduct 6-second interviews in a Vine Booth.Continue reading...

brand news

In the News: Facebook, Walmart, Hertz and more

Posted by Dale Buss on August 15, 2013 09:28 AM

In the News

Facebook to test its own PayPal competitor. 

Walmart cuts earnings guidance for rest of year.

Hertz remakes car rental as a retail experience.

AMC gets advertising bonanza as Breaking Bad winds down.

American Airlines and US Airways preview merger defense.

Cadillac plans to reveal new Escalade this fall.

Cisco cuts 4,000 jobs, blaming weak economic recovery.

Ford plans to boost capital spending as expectations boom.

Hooters blackballs embattled mayor of San Diego as brand dives into social media.

Macy's notes troubling slowdown in store traffic.Continue reading...

multicultural marketing

Latino Culture Takes Center Stage as Brands Work to Appeal to Growing Market

Posted by Sheila Shayon on April 8, 2013 04:34 PM

“The Hispanic community is rapidly becoming the most influential voice in pop culture, business, and politics; their trendsetting impact will make or break the success of those seeking to gain brand popularity, market share and / or win the next election,” Forbes reports

And nothing demonstrates the cultural prowess of the demographic like the upcoming TV upfronts, broadcasters' annual dog-and-pony show where networks tout their upcoming lineups to advertisers. Both Univision—the No. 1 Hispanic network—and Telemundo, coming off its highest-rated January in network history, will hold upfronts on May 14. Univision’s newly rebranded UniMas, formerly TeleFutura and Galavision will also hold their upfronts that day, while Hispanic broadcaster Azteca has slated its presentation for May 13.

A step ahead of the game, Univision announced Mary Kay, MetroPCS, State Farm and Western Union as sponsors of the original web series, Arranque de Pasión, La Historia de Ela, which premiered April 1.Continue reading...

media brands

Mas Branding: Spanish-Language TV Networks Sharpen Focus

Posted by Sheila Shayon on December 4, 2012 10:03 AM

As the US audience for Spanish-language television continues to grow, the competition is heating up as evidenced by Univision’s rebranding of its second-largest network, TeleFutura, a shot across the bow at rival Telemundo.

Its new name is UniMás and the content and marketing skew are towards the younger male Latino. Univision Communications Inc. is the leading media company serving Hispanic America and new deals with Caracol Televisión, RTI Colombia, and Televisa strengthen its position as the fastest growing broadcast network in the US, irrespective of language. 

“UniMás will offer the new generation of Hispanic Millennial trendsetters – the Más Generation – options for bolder content,” stated César Conde, president, Univision Networks. "We will deliver more of the best available Spanish-language programming, more series, more sports, and more movies that speak to what our audience is looking for.” 

The revamped network debuts on Jan. 7, 2013 with a slate including dramatic thrillers, “Made in Cartagena” and “Quien Eres Tu” (Who are You), a boxing-themed drama called “Cloroformo,” and a project based on the novel “Diablo Guardian” by Xavier Velasco to be adapted by Gustavo Bolivar, author of the hit series “El Capo” and “Sin Senos No Hay Paraiso.” 

Increased sports programming includes games from the Mexican National Team, Liga MX, CONCACAF Gold Cup 2013, FIFA Confederations Cup 2013 and World Cup 2014 and continue popular fare such as “Solo Boxeo” and “Contacto Deportivo.” 

“We have been focused on making TeleFutura the undisputed No. 2 Spanish-language network in the U.S. behind Univision,” said Conde to the New York Times. “This new brand positioning is going to really identify and connect UniMás with the main mother ship brand of Univision.” 

UniMás is an example of sweeping changes in Spanish-language television in the quest for more viewers and ad dollars. “The Hispanic market is not the old stereotype of the past at all. It’s incredibly young and tech savvy,” said Karl Heiselman, CEO, Wolff Olins, the agency that recently redesigned Univision’s logo as a 3D version of the multi-colored tulip and added “The Hispanic Heartbeat of America” as a new tagline.

Telemundo has also announced rebranding, replacing its blue “T” logo with a bright-red version in a campaign featured this month on parent NBCUniversal networks including A&E, Bravo, CNBC, Lifetime and MTV, where the Spanish word “te,” informal for “you,” is replaced with phrases like “Te sorprende” and “Te informa” (It surprises you. It informs you). 

“It is the year of the brands in the Hispanic space,” said Jacqueline Hernández, COO Telemundo in the Times. “When you’re doing a brand refresh, your goal is to keep, maintain and attract.” 

On the news front, CNN en Espanol, the Spanish-language news network pay TV leader for the past 15 years in Latin America and the United States, is launching CNN Latino, a syndicated programming block tailored for the U.S. Hispanic broadcast stations covering news, lifestyle, documentary, talk and debate.

"The U.S. market is so diverse and so large that there is room for two distinctive content options," stated Cynthia Hudson-Fernandez, SVP and GM of CNN en Espanol and Hispanic strategy for CNN/US.

CNN Latino will launch in Los Angeles late January 2013, with a branded programming block of eight hours as well as a dedicated section on the worldwide Spanish-language site, cnnespanol.com.

"There is a real demand for relevant, dynamic, quality programming and CNN Latino is a unique product designed specifically for the growing U.S. Hispanic audience, representing the dual reality of U.S. Latinos today who are multi-generational and proud to be bilingual,” added Hudson-Fernandez.

social media watch

Telemundo, Trident Raise the Game for Social TV and Branded Entertainment

Posted by Sheila Shayon on November 9, 2012 01:01 PM

Jack Myers, CEO of Jack Myers Media Business Report, opened the Social TV Summit in New York on Thursday by noting that there has been, and will be, more technological evolution taking place in the next decade than all the new technology that has emerged since the Industrial Revolution.

“The artistry of how to use it is the next phase as we shift from an embrace of hardware to response and use," he said. "It’s no longer about change, but stability. Companies and brands are stability agents — taking chaos and translating it into stability rather than just information, and the method for this is panning through technology.”

The opening panel took a look at an industry-first, the social novella, as crafted by Mondelez’s Trident brand, Telemundo NBC and Starcom MediaVest, a collaboration that resulted in the web series, Secreteando. Composed of ten interactive online episodes, including v-blogs segments, extended scenes, broadcast promos and a one-hour on-demand version of the series, it iterates storytelling to digital and social through use of the second screen.Continue reading...

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