SALES LEADS LATAM: Nike, Heineken, Johnson & Johnson…
A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.
To subscribe to Portada's Interactive Database of Marketers targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier email@example.com.
The athletic footwear brand announced a restructuring of its organization that cuts about 1,500 jobs and reduces the number of shoe styles offered by 25 percent. The move is Nike’s effort to reconnect with consumers and combat softening sales.Under the new alignment, called “Consumer Direct Offense,” Nike aims to better serve the consumer personally, at scale. Nike will focus on 12 key cities (New York, London, Shanghai, Beijing, Los Angeles, Tokyo, Paris, Berlin, Mexico City, Barcelona, Seoul and Milan), which represent over 80 percent of Nike’s projected growth through 2020. To improve efficiency, a simplified geographical structure supports all key cities and countries, changing from six to four—comprised of North America; Europe, Middle East and Africa (EMEA), Greater China, and Asia Pacific and Latin America (APLA).A new organization, Nike Direct, led by President of Nike Direct Heidi O’Neill and Adam Sussman, chief digital officer, will unite Nike.com, direct-to-consumer retail, and Nike+ digital products. Nike will also extend innovations to its strategic wholesale partners.Nike Direct aims to unite physical and digital retail to serve consumers through apps. Over the next several months, Nike is also launching its Nike+ and SNKRS apps globally to energize the sneaker experience in new markets.The company tapped Michael Spillane, Nike Inc. president of product and merchandising, to help ramp up speed.
In Europa, the Champions League is played at night time and fans enjoy it after work and with friends at pubs. In México, it does not happen in the same way. Due to the time difference, the matches are played during work time. Heineken wanted to make Mexican fans feel the same passion for the Champions League as Europeans do, even if it happens while they are working. Publicis WW México, the agency led by Juan Carlos Tapia unveiled “The Freelancer”, a campaign developed by Jessica Apellániz and Diego Wallach, Creative Vice Presidents, and created especially for Heineken during a Champions League semifinal game. Participation started on April 10th 2017 at thefreelancer.com.mx; The winners left their real jobs for a week and they traveled to a Champions League semi-final match, where they worked for hours and even minutes before the game started; then, they enjoyed the game as a true fan. Publicis WW México is Heineken´s media agency in México.
- Johnson & Johnson
Johnson & Johnson has chosen DM9 to handle strategic planning and creative direction for the feminine hygiene products brand Siempre Libre in India, the Philippines, South Africa, Brazil, Argentina and Colombia. DM9 was already handling the account in Latin America. In 2015, J&J consolidated its global media account with J3, a dedicated shop within IPG's UM, for global markets including Asia Pacific, Latin America (excluding Brazil), Europe, Middle East and Africa.
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The Brazilian cosmetics company Natura says it's in talks with L'Oreal to buy The Body Shop for US $1.1 billion and the deal is expected to close by the end of this year. L'Oreal owns The Body Shop. Natura, currently is one of the largest beauty companies in Brazil and sells its products both through standalone stores as well as through direct-selling representatives. Besides Brazil, it has a wide presence in several Latin American countries including Argentina, Peru, Columbia, Chile, Bolivia, Mexico, as well as in France. With around 1.5 million sales consultants, Natura has surpassed the sales of the direct selling beauty company, Avon, in Brazil for over a decade. The Body Shop, on the other hand, has over 3,000 standalone stores in 66 countries.The joint entity of Natura and The Body Shop would churn out net sales of US $3.465 billion with a presence in around 3,200 stores across the globe.
Restorando has partnered with TripAdvisor in Seven Latin American countries to extend online restaurant reservations services to TripAdvisor users. Restorando works with over 5,000 restaurants and has seated 20 million diners to date across the Latin American region. Consumers browsing TripAdvisor restaurant listings now have the option to reserve a table online at thousands of popular restaurants in Latin American cities such as Buenos Aires, Mexico City and Bogota, among others. By clicking the Reserve button, consumers are brought to Restorandos online or mobile platforms to quickly and easily book a table.Terms and length of the agreement will not be disclosed.Headquartered in Buenos Aires, Restorando was founded in 2011, has raised US$22M in venture capital (Atomico, Emergence Capital, Kaszek Ventures and other investors) and has offices in Mexico City, Bogota, Sao Paulo and Rio de Janeiro. For more information, visit restorando.com.
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