Angel Kaminsky (left), VP Universal Music Latino/Machete Music and Luis Estrada, GM Universal Music Latino/Machete whose Coca-Cola "Seremos Mas" campaign Featuring Chino Y Nacho won a Billboard Latin Music Marketing Award for Best Social Media Campaign (Photo: Michael Seto)
Tuesday night, Billboard honored the brands and agencies that had done the best work marketing and promoting brands with Latin artists at Billboard's second annual Latin Music Marketing Awards.
Top honors were divided into four categories: For social media/online campaigns, Coca-Cola won for its "Seremos Mas" promotion with Chino y Nacho. Cardenas Marketing Network and 5 Gum won for the tour sponsorship of the Camila Dejarte De Amar tour. For TV campaigns, AT&T and Bravo won for the Paulina Rubio AT&T Blackberry 4G campaign. And in print, Western Union's "Love in Any Language" campaign, featuring Daddy Yankee won the top prize.
Coca-Cola's "Seremos Mas" campaign featuring Chino y Nacho
Latin Billboard Executive Director of Latin Content and Programming Leila Cobo said it's important not only to talk about best practices in campaigns but to recognize those efforts that meet or surpass standards. "Brands have become incredibly important, not only in marketing albums but in releasing albums," Cobo said after the winners were announced at the poolside Happy Hour sponsored by Atlantico Rum and State Farm, the conference title sponsor. "There is a need for these type of campaigns. Labels say they rely on them," Cobo added.
From left: Borja Perez, Senior VP, Digital and Social Media, Telemundo; Hanna Bolte, VP Media & Talent, Mun2; and Bill Werde, Billboard Editorial Director at the Marketing Awards happy hour (Photo: Michael Seto)
One of the key elements in the winning campaigns was the right match and teamwork, such was the case with Western Union's campaign. "What made this campaign beautiful was our agency teamed up with their Western Union agency to make it work," said Mayna Navarez, CEO of Navarez Communications, which represents Daddy Yankee. "Because he's a social media talent, because he loves to interact with his audience, we were able to make sure it was a huge success."
Billboard Publisher Tommy Page, who opened the awards ceremony, said it was increasingly evident that the marketing and music part of the industry is destined to continue. "The old formula is dead. The record company's traditional way of doing business is becoming extinct," he said. "So Billboard is highlighting and spotlighting people who are getting their messages across without compromising their art." (Photo: Michael Seto)
Paula Rubio in the AT&T BlackBerry Torch TV commercial (Screen shot)
Tricia Bean, Director of Hispanic Sponsorships, AT&T with Luis Estrada, GM Universal Music Latino/Machete. (Photo Michael Seto)
The inimitable Leila Cobo, Billboard's Executive Director of Content and Programming for Latin Music and Entertainment (Photo: Michael Seto)
Camila Dejarte De Amar tour poster with 5Gum and Cardenas Marketing Network
Tour Sponsor Award recipients Giovanna Perez (left) Senior Project Manager, Cardenas Marketing Network; Vicky Quintana, National Project Manager, Cardenas Marketing Network. (Photo: Michael Seto)
Daddy Yankee in front of Western Union's "Love in Any Language" Campaign
Mayna Nevarez, Owner, Nevarez Communications with Billboard's Bill Werde. (Photo: Michael Seto)