SALES LEADS LATAM: Avon, Viva Air, Volkswagen…

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.

For prior Sales Leads LatAm editions, click here. 

  • Avon

Beauty brand Avon has consolidated its global media buying and planning business with agency Spark Foundry, following a formal review. Media Buying & Planning were previously handled by Publicis Media agency and WPP's GroupM. From January 2019, Spark Foundry will "hub" the account from London. Key markets outside the U.S. include Argentina, Brazil, Colombia, Mexico, Poland, Russia, South Africa, the Philippines and the UK. Avon spent US$118 million on global advertising in 2017, according to its latest annual report. In 2016,Avon hired Horizon Media as agency-of-record for offline media and activation in the U.S., a move that came after the beauty brand separated from its global parent and became a privately held company in North America.The North American business, which is now majority-owned by Cerberus Capital Management, operates under the name New Avon, but is still known as Avon to consumers and representatives.

 

 

  • Viva Air

Viva Air, Latin America's leading low-cost airline, announced a new direct international route between Miami and Santa Marta. This will be the first direct route ever offered between the two cities, with rates starting from US$174 USD round trip. Tickets are currently available to book on www.vivaair.com, with the first flights departing December 18th, 2018. Viva Air will operate 3 flights per week between Miami and Santa Marta on Tuesdays, Thursdays, and Saturdays at 10:38am. The airline has offered direct flights from Miami to Medellin since December 2015, carrying more than 150,000 passengers.With this new route, Viva Air will connect the region while further positioning Colombia as a major tourist destination for US travelers.

 

 

  • Volkswagen

Omnicom has been appointed Volkswagen´s creative AOR inEurope and South America. The German automaker will centralize its marketing to be run from four main hubs that it calls "powerhouses." They are based in Berlin, New York, São Paulo and Beijing. VW previously used roughly 40 agencies globally. Omnicom's PHD remains Volkswagen's global media agencyAs VW’s “Powerhouse” agency for North America, WPP will handle Digital, Creative, Dealer and Production throughout the United States and Canada, with additional responsibility for Mexico. WPP formed a new entity to handle the account called The VW Partnership. The review covered the automaker's flagship VW brand, not its other nameplates, which include Audi.Volkswagen is the 61st-largest advertiser in the U.S. with US$746 million in spending last year, according to the Ad Age Datacenter. Globally, The Volkswagen company ranks sixth, at US$6.74 billion, according to the Ad Age Datacenter.

 

2019 NETWORKING SOLUTIONS. To find out about Portada's new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

  • Foreo

The Swedish beauty and well-being brand Foreo, maker of facial cleansing brushes, electric toothbrushes & eye massagers, readies for global expansion in 2019. The beauty tech brand is now present in more than 200 duty free stores in 23 countries. According to Foreo’s Global Travel Retail Director Gary Leong  the brand´s expansion has already reached major capitals in Europe, North America, and Oceania (covering the entire Pacific Rim) and has started to spread in Latin America and the Middle East as well. North America, Latin America and Europe will be the brand´s main focus in 2019.Facial masks – with their roots in Asia – have been the most significant trend in the beauty in dustry and the most searched-for skincare term in 2017, according to Google.

 

  • Betterez

Betterez, a Toronto-based tech startup modernizing the ticketing and reservations systems of the ground travel industry, announced that it will be powering omnichannel ticketing and reservations for one of Latin America’s largest bus operators, Grupo Senda. The company transports over 75 million passengers yearly to over a thousand destinations. Grupo Senda operates nearly 800 routes across Mexico and the United States and helps millions of people who rely on it, often as their only mode of transportation. As more of its core passengers are purchasing tickets online and its US expansion continues, Grupo Senda selected Betterez to help them digitize more sales channels and get to know their customers better.The expansion into Latin America marks a significant milestone for Betterez. Using an agile approach to implementation, Betterez and Grupo expect a more rapid launch of phase one of the new ticketing and reservation system in September 2019.

 

2019 NETWORKING SOLUTIONS. To find out about Portada's new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.


Celeste Martorana @celesmartorana

Celeste joined Portada’s team in 2014. Since then, she has been working as an editor for Portada’s English-language website and compiling information for Portada’s Databases.

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