Category Archives: Headline

Univision Resets Its Corporate Sales Team

On the heels of promoting Steve Mandala to President of Advertising Sales and Marketing, as Keith Turner prepares for his reported retirement, Univision Communications has set a new leadership team in a move the company says “will maximize efficiencies while heightening partner, regional and local strategic focus.”

First, Trisha Pray will relocate to Chicago, her hometown, while continuing to report to Mandala as EVP/Sales and Client Development, leading all sales efforts in Chicago, Dallas, Miami, Los Angeles, and “other growth regions.”

She was previously EVP/Network and Cable Sales and is a 25-year Univision veteran.

At the same time, Jorge Daboub is now EVP/Local Media Sales. He will report to both Mandala and John Eck, Univision’s Chief Local Media Officer.

Concurrently, Jack Randall is being promoted to EVP/Business Development. He will continue to report to Mandala.

Before joining Univision, Randall held sales roles with Fox Sports and United Stations Radio Networks (USRN) in both New York and Los Angeles.

Furthermore, John Kozack is being promoted to SVP, overseeing New York Network and Digital Sales. He will report directly to John Kelly, who will expand his role from EVP overseeing Digital and News Sales to include oversight of the New York Network Sales team.

Kozack played an integral part in building relationships with key agencies and has served as VP/Network Sales for Univision Network since 2003.

With more than a dozen years of experience in executive sales leadership, Kelly worked at NBC Universal.

Said Mandala, “This is a very exciting time for Univision fueled by new client needs, a rapidly-evolving media landscape and increased competition from external sources. I am confident that through their efforts, hard work and dedication, this group of talented individuals will continue to deliver innovative, action-driven solutions for our partners. All of them are respected media industry veterans who are widely regarded as strong leaders and strategic thinkers, and there is no better group of executives to collaborate and execute gracefully on behalf of UCI with some of our major agencies, which represent some of the biggest brands.”

Available Now: Your Complete Hispanic TV Upfront Outlook!

The Adam R Jacobson Consultancy, in partnership with HispanicAd.com, is pleased to announce the availability of the 2017 Hispanic TV Upfront Report.

french film festivalThis comprehensive guide, distributed exclusively by HispanicAd, offers readers a total look at the programs and trends shaping Hispanic-targeted broadcast and pay-TV networks serving Latino viewers across the U.S.

To view and download,  CLICK HERE.

Interviews with key executives from the leading networks will focus on what the big new shows are, how sports programming still draws huge audiences of both men and women, and why Spanish-language programming will continue to remain important for the next generation of Hispanic TV consumers.

The 2017 Hispanic TV Upfront Report is a specially produced electronically-delivered supplement to the regular HispanicAd.com weekly newsletter.


To read and download last year’s report CLICK HERE.

Did Jose Villa Just Kill Your Business?

In a declaration distributed over the Thanksgiving holiday — appropriately, on Black Friday — José Villa, President of Los Angeles-based digital cross-cultural agency Sensis put another dagger into the fragile heart of U.S. Hispanic marketing.

Via the widely read MediaPost blog, Villa made the audacious proclamation that “Millennials and Gen Z are the Hispanic market.”

Using Geoscape data, a pie chart showed the following:

  •  Millennials now comprise 29% of the U.S. Hispanic population
  • Generation Z is now 36% of the U.S Hispanic population

That’s right. Some 65% of the Hispanic population falls into this group.

So, it’s natural for a digital guy who needs business to put marketer focus on this digitally savvy group, and hype up bilingual, bicultural blah-blah while ignoring some simple statistics that continue to get ignored by agenda-driven  business leaders.

  1. Who has the greatest amount of disposable income?
  2. Who depends more on Hispanic (i.e. Spanish-language media) than any other Latino group?

I challenge you to put “Gen Z” and “Millennials” as one of your top 3 answers.

Ladies and gentlemen, we are at a crossroads as an industry ready to tear itself apart over the digital revolution, increased use of English as a preferred language (but not an exclusive one), and advertisers who still only know what we as an industry tell them.

So let’s start telling them the truth and stop depending on agenda-driven save-my-business propaganda.

If not, the clients will be eating ostrich burgers with sofrito and adobo made from the contracts you lost.

Villa writes, “Most Hispanic marketing, however, is still focused on the 35% of older Hispanics and their Spanish-language media consumption.”

Well, did Villa ask perhaps why?

  1. The AARP Latino has far more disposable income. They are more likely to own or rent their own home. They likely spend more on travel, on health care, on clothing, on … well, just about anything.
  2. Older Hispanics are more dependent on Spanish-language media consumption. So, as a brand manager with a total marketing directive and limited budget, this would be more effective since younger Latinos can be reached on The CW and ABC, right?

Citing Nielsen and Kantar Media, Villa notes that 79% of major Hispanic media spend in 2015 went to TV (network + spot + cable) – “most of which went to Spanish-language broadcast and cable networks like Univision, Telemundo, ESPN Deportes and Discovery en Español.”

Here’s a serious question for you, José: Where else would be as wise as an investment in a total market world??

Villa continues about how the millennials aren’t getting their fair share of ad dollars, with regard to Hispanic efforts.

“While Millennials do watch Spanish TV, we know from our research that it is only a small part of their overall TV consumption – less than 1/3 of their average 15 hours of TV viewership per week. We also know that Hispanic Millennials and Gen Z spend most of their time consuming digital media. According to Simmons Connect (Spring 2016), digital makes up almost half – 47.3% – of Hispanic millennial media consumption on a weekly basis, or 45 hours per week! Yet almost 80% of Hispanic media spending goes to Spanish TV?”

As has been said many times in various ways, a Facebook “like” is not a sale.

We have put too much focus on millennials and Gen Z, a generation that has far less dollars than the Baby Boomers.

Yet we continue to be fixated on a Madison Avenue model that is stuck in the 1970s with respect to who the key target should be — first-time homebuyer, newlywed, baby on the way.

IN 1975 that could describe many a 27-year-old.

Today?

Give me a break.

“The reality is that the business of Hispanic marketing is still stuck in the past,” Villa writes.

That is incorrect. The entire U.S. marketing industry is stuck in the past by continuing to hyperfocus on a segment of consumers that may be trend-setting but aren’t the biggest spenders.

That must radically change if advertising agencies hope to stay relevant in the next five to 10 years. Otherwise, every major will have an in-house shop capable of doing the things you failed at in 2016.

Hispanic Thought Leaders 2016 Report Released

The 2016 Hispanic CMO Hispanic Thought Leaders white paper,  produced by Adam R Jacobson exclusively from HispanicAd.com, is now available for free download at HispanicCMO.com.

This year’s report again tackles the topic of “total market” — and how our honored thought leaders have changed how they accomplish their goals both through internal restructurings of the marketing and brand management teams, and from a reimagining of how multicultural agencies influence and direct a brand’s overall message.

Our eight Thought Leaders are champions of Hispanic marketing, singled out by a team of professionals led by Gilbert Dávila, Chair of the ANA Multicultural Marketing & Diversity Committee.

The report opens with a report on “total market” reaction, and action, on the agency level. We speak with Alma Co-President/COO Isaac Mizrahi and López Negrete Communications founder and President/CEO Alex López Negrete to get their unique views on how their respective shops have embraced — or rejected — “total market” approaches. López Negrete is especially vehement in his opposition to “total market” techniques seen in recent years.

The 2016 Hispanic CMO Thought Leaders Report is presented by López Negrete Communications.

The release of the 2016 Hispanic CMO Thought Leaders Report is tied to the ANA Multicultural Marketing & Diversity Conference, 18th annual ANA Multicultural Marketing & Diversity Conference, presented by Time Inc. The event is October 9-10, at the JW Marriott Los Angeles at L.A. Live.

Chris Carillo To Oversee SBS/L.A. As Radlovic Exits Again

Chris Carrillo, a veteran of SBS’s Los Angeles operations who has served as GSM, LSM and as a Sr. AE for the company’s regional Mexican KLAX-FM 97.9 “La Raza” and Latin Rhythmic KXOL-FM “L.A. 96.3,” has been named VP/GM for the Spanish-language duo.

“Chris’s radio experience and acumen are a matter of indisputable record and we’re confident of his leadership abilities in taking our stations to the highest level of operational excellence in the Los Angeles market,” Rodriguez said. “He knows radio, he knows the advertisers, he knows the Company and its people and he’s intimately familiar with our West Coast stations. No one is more qualified to take over the reins of SBS Los Angeles.”

Carillo has also been a Sr. AE for Clear Channel’s radio stations in Los Angeles.

Carillo assumes duties held since mid-July by SBS COO Albert Rodiguez and, prior to that, by Marko Radlovic.

Radlovic exited on July 15 after rejoining SBS/Los Angeles as SVP/West Coast Regional Manager in June 2015.

In that role, he also had oversight of regional Mexican KRZZ-FM 93.3 in San Francisco.

Radlovic had previously held various managerial positions at SBS from 2001 through 2011, including roles as Chief Revenue Officer and COO. From 2011-2005, he served as President/Market Manager for Cumulus Media in Los Angeles.

 

 

 

Veteran Texas Hispanic TV Exec Roel Medina Dies

The Azteca América network is mourning the loss of veteran executive Roel Medina, who died unexpectedly at his home July 30 in Katy, Texas at the age of 55. Medina had served as GM of Azteca’s KYAZ-51 in Houston since 2012.

Prior to joining Azteca Houston, Medina spent 11 years at Telemundo, where he served as General Manager in Houston, Dallas and San Antonio, respectively. He earlier worked for Univision, where he was Director of Marketing and Creative at KXLN-45 in Houston.

“Roel Medina was creative force and a hard working executive who was ‘one of a kind,’” said Azteca América CEO Manuel Abud. “Above all, he was a man of deep convictions and a big heart. He was deeply committed to the Texas communities his stations served.”

Azteca Station Group EVP Enrique Perez added, “Roel made enormous contributions to our station group and company. He was a brilliant, beloved leader, not only for Azteca, but also within the entire Texas television community, which knew him so well and for so long.”

Spanish-language Digital Ticket Vendor Fantástico Set To Launch Inaugural Campaign

By Adam R Jacobson

Fantástico, which rolled out in June by multicultural marketing and promotions firm Schramm Marketing Group, will be rolling out an extensive out-of-home and experiential marketing campaign in parts of New York City next week.

The effort aims to promote Fantástico as a free, hyper-local Spanish-language portal providing users an alternative to platforms such as Ticketmaster, which are geared toward users who are comfortable with searching for events and making purchases in English.

Strategically placed advertisements will appear on select New York City Subway platforms, based on Hispanic population data, and on the No. 7 line, which connects Midtown Manhattan to Flushing, Queens and travels through what is now a heavily first-generation Hispanic borough. In recent years, Bud Light advertisements on the train line appeared in Spanish. Roosevelt Avenue, a major transit junction just south of LaGuardia Airport, is now heavily populated with Mexicans from Puebla state, in addition to Central Americans. The No. 7 line also travels to Citi Field, home of the New York Mets, and the tennis facilities used for the U.S. Open.

The subway ads will be accompanied by digital advertisements in key Hispanic media; specific platforms were not disclosed by Fantástico.

Street teams will also be employed to target Hispanic consumers and show them how the Fantástico platform works. These individuals are set to be deployed for New York Cosmos home matches at Hofstra University’s James M. Shuart Stadium, and at select Hispanic cultural and sporting events across the Tri-State area.

The Fantástico platform—www.Fantastico.nyc—is advertiser-supported, and advertising currently features a contest with weekly prizes of tickets to popular events.

“Our strategy is to communicate Fantástico’s message in places where our consumers are most likely to have a smartphone in their hand,” said Joe Schramm, founder of Schramm Marketing Group. “The campaign was designed to reach sports and entertainment fans where they live, work and commute and in their native language.”

Despite research that shows a diminishing number of Hispanics who only read Spanish, Fantástico does not have an English-language platform. As Schramm Marketing Group explains, Fantástico is designed to serve Spanish-dominant ticket buyers who have had to resort to waiting in line at a box office or in a local ‘tienda’ retailer to get tickets to an event.

Furthermore, Schramm Marketing Group claims Hispanic consumers contribute to a high drop-off rate in ticket transactions once they reach the English-only checkout page of all other ticket sites.

In comments made exclusively to Hispanic Market Overview, Schramm said, “There are a number of reasons for a Spanish-only site, but the most compelling is that there is a true business opportunity here to serve a consumer segment that is currently unserved by the leading online ticket retailers.”

He added, “Our years of experience in promoting ticket sales to Spanish-speaking Latinos showed us that there is a significant portion of ticket buyers who are uncomfortable making an online ticket transaction in English.  So, Spanish speakers must resort to buying tickets at the box office or from a local walk-in retailer. It is not very convenient, and denies them an equal opportunity to get the better choice of seats when tickets first go on sale.

“On the other hand, Bilingual Latinos who are comfortable with English have a wide variety of English-language options for online ticket transactions,” Schramm noted. “So, to have developed a bilingual site would have increased the number of competitors as well as the cost for marketing in two languages when, in fact, our core target provides us with enough potential customers to sustain a profitable business.  We simply looked at Spanish-language TV, radio and print media as a barometer of our potential success.”

P&G’s ‘Retro’ Move: A Canadian Translation For Mr. Clean

By Adam R Jacobson

In 1958, Mr. Clean made its debut as a household cleaning brand. Six months after its first radio and TV campaign, it became a top brand and entered the Canadian market.

Now, in a nod to its first creative effort, the Procter & Gamble Co. brand is bringing back its original Mr. Clean jingle in both Spanish and English in the form of a new spot.

Both :30 and :15-second versions are available to radio and TV, and as pre-roll in cinemas and digital video providers.

The English-language spot shows various household scenes in which Mr. Clean takes care of messes: A dad is wiping off a child’s illustration from a white living room wall; a male roommate cleans the countertop of his apartment with his buddy giving Mr. Clean a high five; a daughter playing in her doll house is seen with her mother singing Mr. Clean’s praises; a woman with numerous pets is shown mopping with Mr. Clean; a heavy metal band sings a refrain of the jingle; an African-American woman opens the shower curtain to find her husband scrubbing the bathroom tub with Mr. Clean; a man is bathing in a tub (likely not filled with the household cleaner), in a clean bathroom; a mom is seen with a baby dressed like Mr. Clean on a kitchen counter; a Latina entering an attic space where Mr. Clean is happily singing; a glimpse of the original 1959 commercial; and a neighborhood shot featuring all of the happy family members seen previously.

Both the :30 and :15 were created by Leo Burnett Canada and produced by Skin and Bones, Against All Odds, Eggplant Productions and The Big Picture.

The Spanish-language spot is identical, with a Spanish-language version of the jingle accompanied by in-language on-screen messaging.

Kevin Wenzel, who serves as P&G’s Associate Brand Director for North America, did not directly address his company’s decision to go with a translation when asked by Hispanic Market Overview.

He tells Hispanic Market Overview that the spot “is a celebration of the brand’s heritage designed to appeal to today’s ever-changing modern demographic.” He adds that his team discovered that there was “something magical” in the original 1958 jingle. “We then recognized that there was a uniquely ownable and relatable campaign in the jingle that could span not only generations, but demographics, so we explored modernizing it,” Wenzel says.

P&G’s decision to go with a translated spot for Mr. Clean’s “retro” campaign comes following the debut earlier this week of new creative for sister brand Old Spice featuring a relatively unknown Mexican actor and model that P&G hopes will resonate with Hispanic millennials. That spot was shot in English.

A representative of Citizen Relations, which handles public relations for Mr. Clean, notes that Publicis’ Leo Burnett and its Hispanic market specialty shop Lapiz maintain the Hispanic advertising assignments for the Mr. Clean brand.

Yet as of August 2014, Lapiz chiefly worked on P&G brands Always, Gain, Clearblue and Vidal Sassoon.

In 2010 Lapiz won two Golden Lions in Cannes for its Spanish-language radio spots produced for P&G’s Bounty brand — “Battle.”

 

Univision’s 2016 Upfront Plan

Univision Communications plans to highlight how its portfolio “stands united” at its Upfront presentation set for tomorrow at New York’s Lyric Theatre.

Hosted by the company’s President of Advertising Sales and Marketing, Keith Turner, and Executive Vice President of Advertising Sales, Steve Mandala, the Upfront presentation will be punctuated by special guest appearances throughout.

Emphasizing the evolution of Univision’s media brands and how they are being leveraged to create more meaningful buying opportunities for marketers, the company’s Upfront presentation for 2016-2017 focuses on the theme “United We Stand. Together We Grow.”

Turner and Mandala will play up what Univision believes is its “unique bond” with its audience and “superior access to the influential, dynamic U.S. Hispanic population.

“By organizing around key content verticals, UCI is now offering marketers a new way to do business that will allow them to target UCI’s audiences more systematically and leverage the estimated 81 million average monthly unduplicated media consumers UCI reaches across its media portfolio – a reach that has grown by more than 40% since first quarter 2015 as a result of acquisitions, partnerships and strategic investments,” the company said in a release.

As reported in the 2016 Hispanic TV Upfront Guide, Univision’s Upfront presentation will bring to life four key content verticals known to be passion-points for the company’s audiences: Sports, Comedy, Music and Drama.

UCI’s 2016-17 TELENOVELA CONTENT LINE-UP

“Mujeres de Negro” (Women in Black) – This story features strong female characters who develop a radical plan to take control of their lives. Vera, Johanna and Kirsi have had enough of being taken advantage of and band together to kill their husbands and seek out new adventures. Finally free, the ladies don’t expect that these new adventures would include close calls with both the criminal justice system and the criminal world. This dramatic tale will use dark humor to answer the age-old question, is it possible to start again? And if so, at what cost? (Primetime – Univision Network – Televisa)

“Tres Veces Ana” (The Three Sides of Ana) – This is a contemporary story of sibling rivalry featuring the return of power couple Angelique Boyer, playing triplets with very different personalities, and her real-life partner Sebastián Rulli. After a car accident in their childhood, the mischievous Ana Leticia and handicapped Ana Laura are separated from their free-spirited sister Ana Lucia. The sisters’ individual love stories, with three steamy admirers, will present challenges ultimately leading the sisters’ lives to intertwine, for better or for worse. (Primetime – Univision Network – Televisa)

“La Candidata” (The Candidate) – This timely, relevant and modern story promises to get audiences hooked. Camila Santamaria is a charismatic politician assumed to be dead after a tragic accident. Upon her return, she begins to uncover her husband’s corrupt ways and ultimately decides to challenge him in a race to be the next President. (Primetime – Univision Network – Televisa)

“Vino el Amor” (Then Love Arrived) – This telenovela, featuring the majestic vineyards of Napa Valley, California, brings to light the life of Mexican-Americans seeking not only the American Dream but also success with family and love. Vicente is depressed after having lost his wife in a seemingly-provoked accident, so much that he begins to neglect his children and the vineyard he loves so much. His mother-in-law and supposed best friend try to take advantage of the situation to take Vicente’s fortune, but their plans are disrupted by an unexpected arrival. Laura, a cheerful and spontaneous young woman who grew up on the vineyard with her father many years ago, returns to turn Vicente’s life upside down. Through their love-hate relationship, Laura breathes new life into Vicente and rekindles his love for life and for his Napa Valley vineyard.  (Primetime – Univision Network – Televisa)

“El Principe” (The Prince) – Set in the troubled border district of The Prince in the Moroccan frontier, the series begins as the young and highly trained spy, Javier Morey, arrives with the secret mission to infiltrate himself as the new chief inspector of the local police station, under the suspicion that some local agents could be collaborating with Muslim extremist cells. As he digs into the complex world of The Prince, Morey will meet Fatima, a Muslim teacher, sister of the most important drug trafficker in the area and of a teenage boy who has been missing for months. Fatima is determined to find her young brother despite the apparent indifference from local police in the case. Although Morey will try to enlist Fatima as a confidant, it will be impossible for him to not feel attracted to her as they spend more time together, which could jeopardize his mission and even his own life. (Primetime – UniMás – Mediaset)

“La Ronca de Oro” (The Voice of Freedom) – This is the real-life story of Helena Vargas, a singer who longed to be free during the very male chauvinist 50’s, when women had more duties than rights and were expected to be only wives and mothers. Helena found a way to express her deep desire for freedom through music, overcoming all obstacles in a prejudiced society, beginning with her family. This music, after years of struggle, would bring her success, but was also the origin of her worst humiliations. It also became the soundtrack of her two great loves: one that almost put an end to her life, and another one that filled her days with happiness. Like no other, she understood that popular music has no age, sex, nor class, and that during times of violence, her incomparable voice would be capable of uniting an entire nation. (Primetime – UniMás)

“Las Hijas de Tierra Blanca” (The Daughters of Tierra Blanca) – Aurora’s life forever changed the day her father was unjustly killed by the authorities. She used to be a regular citizen of Tierra Blanca, but that day she became the leader of a group of women who rebelled against everything that had to do with power. These were women whose hand did not shake when they needed to hold a gun up against someone else; especially if this was the only way they had to redeem Aurora ́s father ́s reputation. Tierra Blanca ́s female army –formed by Aurora, Tabatha, Manuela and Yuliana– will confront the biggest drug lords with one simple message: family, elders and women must be respected. This was a battle that Aurora’s father had begun years ago but now she must lead it herself so that Tierra Blanca can once again be a town of peace, progress and solidarity. (Primetime – UniMas – W Studios)

“Bloque de Búsqueda” (Search Squad) – Inspired by real-life events, ―Bloque de Búsqueda‖ revolves around Col. Hernán Martín and Capt. Antonio Gavilán, the men who created the elite Search Squad task force to track down Pablo Escobar. Knowing the only way to catch a criminal was to think and act like one, they operated on the edge of the law, aligning with the drug lord’s enemies and putting their lives — as well as those of their families — on the line to bring Colombia’s most ruthless and elusive mobster to justice.(Primetime – UniMás – Sony)

“La Otra Mirada” (The Other Side of the Story) – Univision Deportes has enlisted some of the most accomplished Latino actors, producers and directors in television and cinema to produce deep-dive sports documentaries focusing on the story behind the most memorable sports moment they have ever experienced. La Otra Mirada will reveal the other side of the story, leaving viewers with an indelible image of a sports tale told by some of their favorite icons. (Primetime – Univision Deportes Network – Univision Deportes)

OTHER PROGRAMMING HIGHLIGHTS

2018 FIFA World Cup Qualifiers (USA and Mexico National Men’s Soccer Teams) –Univision Deportes

“40 y 20” – Here’s what happens when a divorced, 40-year-old dad and his 20-year-old son live together like bachelors. There’s dating, mischief and laugh-out-loud interactions with the ex-wife. This series is brought to you by the successful producer of Los Heroes del Norte.  (Saturday’s Prime Access/Univision Network – Tuesdays/Galavisión– Televisa)

 

“Tigres del Norte de Contrabando” – Journalist Carlos Loret de Mola invites audiences to join the legendary band Los Tigres del Norte on a journey through their long road to success. Through intimate conversations and a spectacular concert, Los Tigres del Norte will entertain viewers with songs like Jefes de Jefes, La Puerta Negra, Golpes en el Corazón, Contrabando y Traición, Tu Cárcel (with Marco Antonio Solis) and many more. Live from the Estadio Azteca, the concert will be an unforgettable experience. (Primetime – Univision Network)

“Concierto Vicente Fernandez – Un Azteca en el Azteca” (Concert Special: Vicente Fernandez) — The greatest idol of the rancheras, Vicente Fernandez, returns to the stage for a historic farewell concert that will mesmerize his multitude of fans. ―Un Azteca en el Azteca‖ will undoubtedly be a concert that will make history for Mexican music around the world. Vicente is among the few international artists who can sing for hours without repeating a single hit, including Volver Volver, Las Llaves de mi Alma, Lastima Que seas Ajena, Aca Entre Nosotros, El Rey, Estos Celos, Cruz de Olvido, Mujeres Divinas, Me voy a quitar de en medio y Hermoso Cariño, among many others. (Primetime – Univision Network – Televisa)

“En la Vida de Joan Sebastian” (In the Life of Joan Sebastian) – This mini-series is based on the life of the legendary singer-songwriter Joan Sebastian. His love of life will be shared along with his passion for his music and his fans. Jose Manuel and Julian Figueroa (Joan Sebastian’s sons) will play Joan’s role at different stages of his life. Livia Brito will play the role of Maribel Guardia, one of Joan’s true loves. This story will pay tribute to the ―people’s poet,‖ as he is affectionately known. (Primetime – Univision Network — Televisa)