The third annual Billboard Latin Marketing Awards honors went to Coca-Cola, Spanish Broadcasting System, Net 10 and Mastercard Mexico during a ceremony at the 2013 Billboard Latin Music Conference presented by State Farm in association with Pepsi.
The awards, sponsored by Telemundo and mun2, recognizes the integration of music and marketing by honoring thecampaigns from agencies and labels during the past year. These projects are a reflection of the new trends of Latin music marketing and new forms of innovation and creativity in the industry.
Billboard's executive director of Latin content and programming, Leila Cobo, kicked off the awards presentation by reminding attendees these were the "only music and marketing awards" in the industry, meant to commend innovative brand partnerships and campaigns. (Nominees are picked from submissions, so she also urged audience members to submit their own campaigns for consideration next year.)
As part of The Marketing Exchange, a series of panels and events showcasing the ins and outs of branding, sponsorships and partnerships, the Billboard Latin Music Marketing Awards were announced at the JW Marriott Marquis in Miami on Tuesday (April 23). You can see highlights of Billboard Latin Music Conference right here.
The best TV campaign went to Coca-Cola with Universal Music's synthpop act Belanova in the campaign Move to the Beat -- London 2012.
The best online social campaign went to Spanish Broadcasting System for the campaign SBS Radio Network: Live Video Chat Series featuring multiple artists.
In the best tour sponsorship campaign, Net10 received the honor along with Cardenas Marketing Network in the campaign Net10 Wireless Presents The Giant3s Tour featuring artists Marc Anthony, Chayanne and Marco Antonio Solis.
The best campaign of the year went to Mastercard Mexico working with EMI Mexico in the campaign Priceless Music featuring various artists.
At the happy hour directly following, music and brand marketing execs wheeled and dealt over cocktails and hors-d'oeuvres. Despite the sunny weather, though, some real work was getting done, said Gus Lopez, executive vice present for brand partnerships, business development, and digital at Universal Music Latin Entertainment.
"Corporate partners have become a great platform to capitalize on already established hits and make them bigger. But also, key partnerships like Pepsi help us start early in the artist development process," Lopez said. "And this is the one conference where I can not only see people I know, but learn what my colleagues are doing. I've closed more deals here than at any other conference."
The Billboard Latin Music Marketing Awards were judged by a panel of music industry experts. The winners will be showcased in Billboard magazine and Billboard.biz.