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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.

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  • Anheuser-Busch InBev

mmlsf1g__400x400Brewer company Anheuser-Busch InBev is said to be considering reviewing its global ad buying business, following its recent takeover of rival SABMiller, Mediapost reports.The company will hire a consulting firm to review existing practices, according to The Wall Street Journal.The company currently works with several ad buying firms including WPP, Publicis Groupe, Dentsu and Interpublic.The review is expected to be conducted in the second quarter of 2017 and cover North America, Europe, APAC, LATAM and Africa amongst other markets.

 

 

  • Aeromexico

descargaAeromexico, Mexico’s Global Airline, announced the launch of Aerobot, a chatbot (automated system which engages in conversation with a user) for Facebook Messenger which lets customers search for flight and other information. Aeromexico is the first airline in the Americas to offer a chatbot, which is available in Spanish and English.Travelers can use Aerobot to search for Aeromexico and partner flights, entering information (origin/destination and dates) to obtain flight schedules and pricing. To complete the transaction, users are linked to Aeromexico’s new mobile-friendly website. (Version in English for the U.S. market: http://m.me/AeromexicoNA)Aeroméxico, recently launched its new digital ecosystem including an all-new website, new check-in kiosks at airports, and soon, a new mobile app, which all together will offer an omnichannel experience to making traveling easier.

  • Hertz/Localiza

descarga-12Hertz Global Holdings, Inc.  has reached a long-term agreement with Localiza, South America’s largest rental car company and the market leader in Brazil, to form a strategic partnership encompassing co-branding in Brazil and use of the Localiza brand in other select markets, customer referrals and the exchange of technology and information.  As part of the agreement, which is subject to approval by the Brazilian antitrust authority (Administrative Council for Economic Defense or CADE), Localiza will purchase the Hertz operation in Brazil.Under the agreement, Localiza customers traveling outside of South America will be referred to Hertz reservation channels. Hertz customers traveling to Brazil will be referred to Localiza, with “Localiza Hertz” branding in many locations, providing them access to a broader network of locations and a larger vehicle fleet than currently offered by Hertz Brazil.The purchase price for the Hertz Brazil operation, which includes both rental car and vehicle leasing, is expected to be R$337 million. Both companies will continue to operate independently until the agreement receives anti-trust approval.

  • Hyatt Regency

descarga-13Hyatt Hotels Corporation has confirmed the opening of Hyatt Regency Cartagena, the first Hyatt-branded hotel in Colombia.The opening of Hyatt Regency Cartagena represents Hyatt’s on-going commitment to developing global brand footprint in key gateway markets, many of which are located in the thriving Latin American region. Located in the Boca grande district, Hyatt Regency Cartagena is designed around one objective: to connect today’s travellers to who and what matters most to them.

Find out who are the brand and agency executives behind these campaigns/moves. Plus detailed contact information on more than 1,500 Corporate Marketers and Agency Executives targeting Latin American consumers.GET YOUR FREE TRIAL to PORTADA’s Interactive Database! Contact Sales Research Manager Silvina Poirier if you have questions: silvina@portada-online.com

  • LATAM Airlines 

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

Check out Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 12 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-961-9516 or e-mail him at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • Barilla

descargaBarilla, maker of Italy’s pasta brand, is celebrating Latinas’ creativity in the kitchen and passion for new flavors with the launch of its latest campaign, Latino Italian Fusion. Combining two family favorites—Latino flavors and spices and traditional Italian ingredients—Barilla has partnered with celebrity Chef Ingrid Hoffmann to develop recipes, as part of a video series that captures el sazón Latino in re-imagined pasta dishes. The how-to video series, distributed in partnership with Meredith’s Siempre Mujer, is available on http://siempremujer.com/barilla. Inspired by the diversity of Latin cuisine, Barilla is collaborating with premier Latino chefs to develop a roster of Latin-inspired pasta dishes exclusively for Latino Italian Fusion that captures the flavors of Mexico, the Caribbean, Central and South America.

  • Anheuser-Busch /NBA (adds Hispanic marketing initiative, Noches éne-bé-a)

descarga (1)Anheuser-Busch and the National Basketball Association (NBA) announced a four-year extension of their marketing partnership, which began in 1998. Anheuser-Busch will continue as the Official Beer Partner of the NBA, Women’s National Basketball Association (WNBA) and NBA Development League (NBA D-League).  As part of the agreement, Anheuser-Busch will also expand its marketing partnership to include USA Basketball and the league’s Hispanic marketing initiative, Noches éne-bé-a.Anheuser-Busch and the league will work together to produce an original digital content media series. These videos will appear on NBA-owned properties and will be shared on Anheuser-Busch-owned properties this season.The partnership also includes enhanced packaging and marketing rights, featuring select NBA and team logos on cans, bottles and other packaging and in promotional campaigns, enabling its brands to better connect with the league’s rapidly expanding national fan base.  Budweiser and Bud Light will run NBA marketing activations at the same time, with each brand owning year-round platforms and different marquee league events, including NBA All-Star, NBA Playoffs, The Finals, NBA Draft, and WNBA All-Star.These brand will also engage fans in a multitude of new ways through live events, retail programs, digital activation and great storytelling.”In addition to its league partnership, Anheuser-Busch will promote its brands via the NBA’s broadcast partners and continue to engage fans locally through its 22 team deals.  Anheuser-Busch also has NBA partnerships in other regions, including a recently announced extension with Harbin Beer in China, and a new partnership in Brazil.

  • Celebrity Pink & Ximena Cordoba

bbCelebrity Pink, the Los Angeles-based apparel company known for fabric innovation, has partnered with Univision Communications to launch Body Sculpt by Celebrity Pink with Ximena Cordoba, on-air personality on Univision Network’s popular entertainment program “El Gordo y La Flaca” (The Scoop and the Skinny) as the brand ambassador. This new women’s body shaping brand will be sold exclusively at Macy’s, launching just in time for the holiday season.  The collection features body-sculpting jeans available in three styles.The Colombian model, actress and television presenter is one of the most influential women in Spanish-language television and is widely recognized for her feminine sense of style.Retailing at US$52, the chic collection offers three styles in a variety of washes and colors.

 

  • HERDEZ® and DONA MARIA®

For the first time ever, the makers of the HERDEZ® brand, a mexican salsa brand, and the makers of the DONA MARIA® brand, a mexican mole brand, are partnering to bring Las Posadas celebrations to local communities and children in Los Angeles, Calif. Las Posadas or the inns, is a nine-day celebration taking place from Dec. 16-24. The Mexican holiday features pilgrims on candlelit processions filled with singing and cheer culminating in festivities and traditional foods offered by an innkeeper. This year the two brands will kick-off the holiday by hosting a free posada for the local community on Wednesday, Dec. 16 from 5:30-7:30 p.m. at the El Paseo Inn restaurant at Olvera Street. The community will enjoy a fun-filled celebration with food, music and live mariachi.

  • Goodyear

The Goodyear Tire & Rubber Company has announced it will combine its North America and Latin America businesses into one Americas business unit, effective January 1, 2016.The combined business will serve customers and consumers more effectively and efficiently by integrating processes such as product development, market forecasting, and product supply.  All manufacturing plants in the combined region – including the new Americas plant in San Luis Potosi, Mexico, scheduled to open in 2017 – will be leveraged to serve all customers in Mexico, Latin America and North America. The Americas business unit will be led by Stephen R. McClellan, currently president of Goodyear’s North America business. Marcelo Toscani, currently vice president of global manufacturing, will serve as president of the company’s Latin America operations and report to McClellan.Goodyear is one of the world’s largest tire companies. It employs approximately 66,000 people and manufactures its products in 49 facilities in 22 countries around the world.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 30 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

Anheuser-Busch InBev

descargaAnheuser-Busch InBev has decided to outsource U.S. media buying to an agency, putting in doubt the future of its in-house media unit. The brewer has not yet picked an external partner, but expects to complete its ongoing agency review in October. It is possible that the brewer would move some BMG employees to whatever agency it picks.A-B InBev is the nation’s 22nd-largest ad spender, shoveling out US $1.56 billion for U.S. advertising on brands including Budweiser, Bud Light, Michelob and Stella Artois in 2013, according to the Ad Age DataCenter.Agencies that survived an initial round of cuts include WPP’s MediaCom, Omnicom Group’s OMD, Publicis Groupe’s Spark, which is part of Starcom Mediavest Group, and Dentsu’s Vizeum, according to people familiar with the matter.The media changes are occurring under a new leadership team. Mr. Socquet joined the brewer’s U.S. division in January after running marketing in Canada since 2010. He recently elevated Lucas Herscovici, the former VP of U.S. digital marketing, to a newly created role called VP-consumer connections, which includes oversight of media, as well as digital and sports marketing.

Starcom- Buyagift

descarga (4)Starcom MediaVest Group (SMG) has been appointed to handle the international Pay Per Click (PPC) and digital activity for Buyagift.The international deal follows a pitch against Netbooster.

 

‘YO SOY EL ARTISTA’: Toyota, Revlon, T-Mobile

descarga (5)Telemundo announced a multiplatform sponsorship initiatives with Toyota, Revlon and T-Mobile that will be part of its new reality competition series, “Yo Soy El Artista.” The program will debut on Sunday, September 14 at 8PM/7C. “Yo Soy El Artista” will air simultaneously in the U.S. on Telemundo and throughout Latin America on the cable networks E! and Telemundo Internacional. It will incorporate the Toyota Camry and Toyota Prius via engaging integrations throughout the 13-episode run. Toyota will also sponsor branded vignettes and cross-promotional segments about the series on popular Telemundo programs. The partnership will extend off the television screen with a digital component, “La Trayectoria” (The Path) and a Twitter Amplify program .Revlon will feature Revlon Luxurious ColorSilk Buttercream™ hair color in a number of multi-platform initiatives. Miguel Garcia, expert stylist for Revlon Luxurious ColorSilk Buttercream, will lead a three-episode challenge.T-Mobile will become the exclusive wireless sponsor and official voting partner for “Yo Soy El Artista,” in addition to providing on-air and digital integrations.

Stolichnaya Vodka

images (1)Stolichnaya Vodka’s new campaign, developed by Stoli’s new AOR Richmond, Va.-based The Martin Agency,  is all about authenticity: Stoli as “the” vodka versus “a” vodka. The labels and cap stand out and the bottle is implied by the slightest color offset against a red background.The campaign also brings back TV ads, which will arrive in 2015. The effort includes print, out-of-home, and digital elements, all with the tag, “Stoli, The Vodka.” Digital includes 25 animated shorts running on Stoli sites like YouTube, Facebook, and Twitter, with shorter versions on Vine and Instagram.

 

Airbnb

descarga (8)Starcom has been awarded the global media planning and buying account for rental and hospitality website Airbnb. The account will be led out of the Chicago office with Starcom US working closely. The pitch was headed by TBWA\Chiat\Day Los Angeles, which partnered with TBWA\Paris and Lew’Lara\TBWA in Brazil as well as TBWA\Singapore and TBWA\London that had been working on projects with Airbnb in Asia Pacific and Europe. Also, TBWA has been appointed as global creative agency following a competitive review against unnamed agencies. Airbnb has more than 500,000 listings in 33,000 cities and 192 countries. The service was founded in August 2008 and is headquartered in San Francisco.

Southwest Airlines

descarga (6)Southwest Airlines is unveiling a brand refresh as it grows up and out of the U.S.The carrier is revamping its campaign, tagline, in-airport signage and even the aesthetic of its planes. The initial effort breaks with a commercial unveiling the new plane design themed, “Without a heart, it’s just a machine.”The new push aims to raise that bar by drawing in new passengers beyond its faithful flyers with the message that unlike most airlines, it cares. The relaunch is by far the airline’s biggest to date. This push is different in that it covers all communications, products and even its airport kiosks. GSD&M led the marketing for the rebrand. Branding firm Lippincott handled the design of plane’s exterior, the in-flight materials, the in-airport look and the logo redesign, Razorfish handled the design of the Southwest microsite. Camelot, Southwest’s longtime media agency, fielded the media.

Jimmy Dean®

descarga (7)Jimmy Dean®, a brand that has long been associated with breakfast and the morning sun, has released a new integrated marketing campaign to introduce the brand’s new line of lunch and dinner offerings. The new marketing initiative is keeping the iconic Sun character as the central theme of the promotion, which aims at delighting consumers through unexpected moments that brighten their days. The campaign, developed by TBWA Chiat Day Los Angeles, includes the launch of the world’s first solar-powered GIFs as the highlight of the “Sun Cinema” event, a shadow selfie consumer sweepstakes, and two new television spots. The multi-faceted 360 degree campaign will also be supported through additional on-the-ground events, print, digital, social, out-of-home advertising, shopper marketing and public relations.

 

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • Anheuser-Busch InBev

Advertising Age announced that Anheuser-Busch InBev picked local Sao Paulo agency Africa to launch Budweiser beer in Brazil this year over the brand's international network DDB — even though DDB's Brazilian agency was the only contender left in the lengthy review.

  • Netflix

Netflix, which provides streaming video services in the US and Canada as well as DVD rentals by mail in the US, is looking to expand into other countries as well, sources for AdWeek said. The company is reportedly in talks with advertising and media agencies. Netflix has its sights set on Europe, Latin America and Asia, company CEO Reed Hastings has said on the record in an earlier interview.

  • LAN Chile

Chile´s flag carrier LAN expects merger with Brazil´s TAM to clear regulatory hurdles and take flight in mid next year.

  • DuVine Adventures

Tour operator DuVine Adventures announced that marketing efforts to the travel agency community will be a top priority in 2011. After a stellar 2010 season with revenues up by over 40%, DuVine is enhancing their marketing efforts with two new and important affiliations, one focusing on North American sales and one focusing on Latin American sales.

  • Media Factory

European company LeadMedia Group has bought 100% of Brazilian performance marketing agency Media Factory, a subsidiary of Venture Capital Ideiasnet, for R$8.9 million. The share was bought from Ideiasnet (an open capital venture capital company that operates on the technology market). According to LeadMedia's CEO Stephane Darracq, the acquisition will enable the agency to expand its operations and provide digital marketing services on a global scale.

  • Pfizer

Pfizer is in advanced negotiations to hire Euro RSCG and its healthcare unit to handle creative duties on infant care products in about a dozen markets outside the U.S. The markets include Mexico, Venezuela, Saudi Arabia, the U.K.; and several countries in the Asia-Pacific region, including China, Hong Kong, Indonesia, Thailand and Malaysia, according to sources. Account revenue is estimated at $5-7 million.

Online Directory of Corporate Marketers and Media Buyers/Planners targeting Latin Americans

An interactive online directory. with detailed contact information of more than 500 Leading Agency and Marketing/Advertising Directors who are targeting Latin Americans and/or consumers in the Latin world.

Search fields include:
Name
Company
Job -Title
Address
City
E-mail
Accounts under management
Phone
Other Comments

Methodology:
Contact acquisition happens through Portada's own subscriber lists, conference attendees, barter with tradeshows, other research etc…
Portada's team continuously updates and proofs the lists through procedures including routine phone calls, e-mail testing and USPS NCOA lists.

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Questions? Please call 1-800-397-5322 if you have any questions. (From outside the U.S. please call 1212 685 44 41).

  • Anheuser-Busch InBev

Advertising Age anunció que Anheuser-Busch InBev escogió a la agencia brasilera Africa para lanzar la campaña de su marca Budweiser en el país. La agencia ubicada en San Pablo fue elegida después de una larga contienda en la que también participó DDB. Lea el artículo completo en inglés “Anheuser-Busch InBev picked local Sao Paulo agency Africa

  • Netflix

Netflix, uno de los servicios de streaming pago más populares de Estados Unidos, estaría preparando su desembarco en España y Latinoamérica. La empresa está en charlas con agencias de publicidad de alcance global para diseñar su estrategia de lanzamiento, al tiempo que pidió un "profiling de usuarios" para saber qué dispositivos son los más usados en Brasil, España, México y Colombia. Más información en “Netflix planea expandirse en Latinoamérica” https://www.portada-online.com/article.aspx?aid=7312

  • LAN Chile

Las aerolíneas de bandera de Chile y Brasil, LAN y TAM respectivamente, planean unirse para mitad del corriente año. Artículo completo en inglés “LAN expects merger with Brazil´s TAM

  • DuVine Adventures

La agencia de turismo DuVine Adventures anunció que los esfuerzos de mercadeo para el 2011 serán una prioridad. Después de una temporada muy buena con ganancias del 40% durante el año 2010, DuVine se centrará en el mercadeo y las ventas de dos importantes regiones América del Norte y América Latina.

  • Media Factory

European company LeadMedia Group has bought 100% of Brazilian performance marketing agency Media Factory, a subsidiary of Venture Capital Ideiasnet, for R$8.9 million. The share was bought from Ideiasnet (an open capital venture capital company that operates on the technology market). According to LeadMedia's CEO Stephane Darracq, the acquisition will enable the agency to expand its operations and provide digital marketing services on a global scale.

  • Pfizer

Pfizer se encuentra por concluir las negociaciones con Euro RSCG y su unidad de cuidado de la salud para manejar la creatividad de sus productos infantiles en alrededor de una docena de mercados fuera de los EEUU. Entre estos mercados se encuentran México, Venezuela, Arabia Saudita, países de Asia como China, Hong Kong, Indonesia, Tailandia y Malasia. La cuenta está valuada entre 5 y 7 millones de dólares.

Directorio en línea de mercadotécnicos corporativos y compradores/planificadores de medios orientados a Latinoámerica:

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  • Anheuser-Busch InBev

Advertising Age announced that Anheuser-Busch InBev picked local Sao Paulo agency Africa to launch Budweiser beer in Brazil this year over the brand's international network DDB — even though DDB's Brazilian agency was the only contender left in the lengthy review.

  • Netflix

Netflix, which provides streaming video services in the US and Canada as well as DVD rentals by mail in the US, is looking to expand into other countries as well, sources for AdWeek said. The company is reportedly in talks with advertising and media agencies. Netflix has its sights set on Europe, Latin America and Asia, company CEO Reed Hastings has said on the record in an earlier interview.

  • LAN Chile

Chile´s flag carrier LAN expects merger with Brazil´s TAM to clear regulatory hurdles and take flight in mid next year.

  • DuVine Adventures

Tour operator DuVine Adventures announced that marketing efforts to the travel agency community will be a top priority in 2011. After a stellar 2010 season with revenues up by over 40%, DuVine is enhancing their marketing efforts with two new and important affiliations, one focusing on North American sales and one focusing on Latin American sales.

  • Media Factory

European company LeadMedia Group has bought 100% of Brazilian performance marketing agency Media Factory, a subsidiary of Venture Capital Ideiasnet, for R$8.9 million. The share was bought from Ideiasnet (an open capital venture capital company that operates on the technology market). According to LeadMedia's CEO Stephane Darracq, the acquisition will enable the agency to expand its operations and provide digital marketing services on a global scale.

  • Pfizer

Pfizer is in advanced negotiations to hire Euro RSCG and its healthcare unit to handle creative duties on infant care products in about a dozen markets outside the U.S. The markets include Mexico, Venezuela, Saudi Arabia, the U.K.; and several countries in the Asia-Pacific region, including China, Hong Kong, Indonesia, Thailand and Malaysia, according to sources. Account revenue is estimated at $5-7 million.

Online Directory of Corporate Marketers and Media Buyers/Planners targeting Latin Americans

An interactive online directory. with detailed contact information of more than 500 Leading Agency and Marketing/Advertising Directors who are targeting Latin Americans and/or consumers in the Latin world.

Search fields include:
Name
Company
Job -Title
Address
City
E-mail
Accounts under management
Phone
Other Comments

Methodology:
Contact acquisition happens through Portada's own subscriber lists, conference attendees, barter with tradeshows, other research etc…
Portada's team continuously updates and proofs the lists through procedures including routine phone calls, e-mail testing and USPS NCOA lists.

Price:
Annual Subscription: $499 includes unlimited access to all of Portada's premium articles and special discounts at Portada conferences.

Questions? Please call 1-800-397-5322 if you have any questions. (From outside the U.S. please call 1212 685 44 41).

Advertising Age announced that Anheuser-Busch InBev picked local Sao Paulo agency Africa to launch Budweiser beer in Brazil this year over the brand's international network DDB — even though DDB's Brazilian agency was the only contender left in the lengthy review.

AmBev started the review almost a year ago and was down to two finalists, Leo Burnett and DDB. Four months later, AmBev's communications director, Alexandre Loures, confirmed that Africa will launch Bud in Brazil. Africa wasn't involved in the earlier pitch but is the agency of record for another AmBev brand, Brahma, Brazil's No. 2 beer. During last year's World Cup, Anheuser-Busch focused its massive marketing campaign for Brazil on Brahma, with work from Africa. DDB has other AmBev assignments, too, for Bohemia beer and soft drink Guarana Antarctica.

Source: Advertising Age

Related articles:

Marketer Interview: M. de Castro Schmidt, Media Director on AB- InBev’s Brazilian Strategy

Costa Imc Acquires CAM Advertising & Media

Advertising Age announced that Anheuser-Busch InBev picked local Sao Paulo agency Africa to launch Budweiser beer in Brazil this year over the brand's international network DDB — even though DDB's Brazilian agency was the only contender left in the lengthy review.

AmBev started the review almost a year ago and was down to two finalists, Leo Burnett and DDB. Four months later, AmBev's communications director, Alexandre Loures, confirmed that Africa will launch Bud in Brazil. Africa wasn't involved in the earlier pitch but is the agency of record for another AmBev brand, Brahma, Brazil's No. 2 beer. During last year's World Cup, Anheuser-Busch focused its massive marketing campaign for Brazil on Brahma, with work from Africa. DDB has other AmBev assignments, too, for Bohemia beer and soft drink Guarana Antarctica.

Source: Advertising Age

Related articles:

Marketer Interview: M. de Castro Schmidt, Media Director on AB- InBev’s Brazilian Strategy

Costa Imc Acquires CAM Advertising & Media

  • Publicis Groupe

Publicis Groupe announced that it has acquired a minority stake (5%) in Taterka Comunicacoes (Taterka), an advertising agency based in Sao Paulo, Brazil.

The agency, established by Dorian Taterka in 1993, is currently in 18 countries in the Latin America region. With 120 professionals, Taterka is a full-fledged agency, offering services to a broad range of international and Brazilian clients, including McDonald's (in Brazil and 17 other Latin American markets), Natura (in Brazil and in 4 other Latin American markets), Credit Suisse, BMW, Bayer (men's health), Bosch (institutional) and Saraiva Bookstore (largest bookstore chain in Latin America). Taterka will continue to operate on a stand-alone basis and will not be aligned with a Publicis Groupe global advertising network.

  • Pfizer Mexico

Beatriz Romero has been appointed by Pfizer Mexico as marketing manager for Viagra. Romero's goals are to strengthen the growth of Viagra on the market and also maintain its current leadership position in the category. Beatriz Romero has a great experience working for the pharmaceutical industry, both in ethical drugs as nonprescription drugs.

  • Spain

Spain’s Secretary of State for Tourism, Mr. Joan Mesquida has introduced the creative for the new international campaign; “I Need Spain”. The campaign seeks to consolidate Spain’s leadership in leisure tourism, position Spain as a first tier destination for cultural tourism and diversify the country’s tourism demand, in terms of origin markets, tourist products and seasonality.

The campaign will be introduced to more than 40 countries, with a target audience of 400 million, compared with 100 million for the previous campaign “Smile, You’re in Spain”, which was launched in 2005. The launching of the new campaign will begin with a rotation on the main international television networks (CNN, FOX, National Geographic, Eurosport). At the same time, an on-line campaign will be integrated in. Moreover, International events like the Soccer World Cup will be used to increment the media presence and have a greater reach and notoriety.

  • Anheuser-Busch InBev

Belgian-Brazilian-U.S. brewery giant Anheuser-Busch InBev with flagship brands as Budweiser, Stella Artois, Beck’s, Michelob, Bass, Labatt, and St. Pauli Girl, AB InBev boosted advertising spending by 20 percent in the final quarter of last year alone, and has not stopped since. 

After its $52 billion purchase of Anheuser-Busch in 2008, AB InBev—known for its cost cutting—is currently giving attention to rebuilding its existing brands and aiming for a marketing-driven growth.

Following last year’s release of Bud Light Golden Wheat and Budweiser Select 55 in the U.S. market, new varieties of its Antarctica and Bohemia brands in Brazil, and a new Budweiser marketing campaign in the U.K., AB InBev recruited Madonna and Pussycat Doll Nicole Scherzinger to promote its Brazilian Brahma beer on the streets of Rio de Janeiro during last month’s carnival.

The Budweiser brand will be a major player at the 2010 World Cup in South Africa, where it will sponsor the man-of-the-match awards. This will be decided through online and mobile-text voting, an innovation part of a digital media push unveiled on March 26 by AB InBev.

Online Directory of Corporate Marketers and Media Buyers/Planners targeting Latin Americans

An interactive online directory. with detailed contact information of more than 500 Leading Agency and Marketing/Advertising Directors who are targeting Latin Americans and/or consumers in the Latin world.

Search fields include:
Name
Company
Job -Title
Address
City 
E-mail
Accounts under management
Phone 
Other Comments

Methodology:
Contact acquisition happens through Portada's own subscriber lists, conference attendees, barter with tradeshows, other research etc…
Portada's team continuously updates and proofs the lists through procedures including routine phone calls, e-mail testing and USPS NCOA lists.

Price
Annual Subscription: $499 includes unlimited access to all of Portada's premium articles and special discounts at Portada conferences.

Questions? Please call 1-800-397-5322 if you have any questions. (From outside the U.S. please call 1212 685 44 41).

  • Publicis Groupe

Publicis Groupe announced that it has acquired a minority stake (5%) in Taterka Comunicacoes (Taterka), an advertising agency based in Sao Paulo, Brazil.

The agency, established by Dorian Taterka in 1993, is currently in 18 countries in the Latin America region. With 120 professionals, Taterka is a full-fledged agency, offering services to a broad range of international and Brazilian clients, including McDonald's (in Brazil and 17 other Latin American markets), Natura (in Brazil and in 4 other Latin American markets), Credit Suisse, BMW, Bayer (men's health), Bosch (institutional) and Saraiva Bookstore (largest bookstore chain in Latin America). Taterka will continue to operate on a stand-alone basis and will not be aligned with a Publicis Groupe global advertising network.

  • Pfizer Mexico

Beatriz Romero has been appointed by Pfizer Mexico as marketing manager for Viagra. Romero's goals are to strengthen the growth of Viagra on the market and also maintain its current leadership position in the category. Beatriz Romero has a great experience working for the pharmaceutical industry, both in ethical drugs as nonprescription drugs.

  • Spain

Spain’s Secretary of State for Tourism, Mr. Joan Mesquida has introduced the creative for the new international campaign; “I Need Spain”. The campaign seeks to consolidate Spain’s leadership in leisure tourism, position Spain as a first tier destination for cultural tourism and diversify the country’s tourism demand, in terms of origin markets, tourist products and seasonality.

The campaign will be introduced to more than 40 countries, with a target audience of 400 million, compared with 100 million for the previous campaign “Smile, You’re in Spain”, which was launched in 2005. The launching of the new campaign will begin with a rotation on the main international television networks (CNN, FOX, National Geographic, Eurosport). At the same time, an on-line campaign will be integrated in. Moreover, International events like the Soccer World Cup will be used to increment the media presence and have a greater reach and notoriety.

  • Anheuser-Busch InBev

Belgian-Brazilian-U.S. brewery giant Anheuser-Busch InBev with flagship brands as Budweiser, Stella Artois, Beck’s, Michelob, Bass, Labatt, and St. Pauli Girl, AB InBev boosted advertising spending by 20 percent in the final quarter of last year alone, and has not stopped since. 

After its $52 billion purchase of Anheuser-Busch in 2008, AB InBev—known for its cost cutting—is currently giving attention to rebuilding its existing brands and aiming for a marketing-driven growth.

Following last year’s release of Bud Light Golden Wheat and Budweiser Select 55 in the U.S. market, new varieties of its Antarctica and Bohemia brands in Brazil, and a new Budweiser marketing campaign in the U.K., AB InBev recruited Madonna and Pussycat Doll Nicole Scherzinger to promote its Brazilian Brahma beer on the streets of Rio de Janeiro during last month’s carnival.

The Budweiser brand will be a major player at the 2010 World Cup in South Africa, where it will sponsor the man-of-the-match awards. This will be decided through online and mobile-text voting, an innovation part of a digital media push unveiled on March 26 by AB InBev.

Online Directory of Corporate Marketers and Media Buyers/Planners targeting Latin Americans

An interactive online directory. with detailed contact information of more than 500 Leading Agency and Marketing/Advertising Directors who are targeting Latin Americans and/or consumers in the Latin world.

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Anheuser-Busch has been recognized by Hispanic Magazine (280,000, monthly, English) for offering the best opportunities for Latinos and for supporting the Latino community.

Anheuser-Busch was the only brewer recognized on the magazine's list for its contributions to the Hispanic community.

Last year alone, the company spent $2 million on Hispanic FSI and ROP advertising for Budweiser and Bud Light, its main brands, according to Portada Ad-tracking.

Marco Nobili, Michael Zacarias, Jose Sancho…. People change positions, get promoted or move to other companies. Portada is here to tell you about it. Check out last week’s Changing Places here.

 

Marco Nobili

ViacomCBSViacomCBS Networks Americas announced that Marco Nobili was named Senior Vice President of Strategy and Emerging Business. In this newly created role, Nobili will be responsible for driving the emerging strategy for the Americas across its products, platforms, and commercial lines of business. In addition, Nobili will lead the OTT strategy and execution of ViacomCBS Network America’s key streaming properties in the free and paid space—Pluto TV, Noggin and Paramount+, aligned and fully in sync with the global ViacomCBS Networks International strategy. He will also oversee the Business Intelligence areas, including research and analytical functions for all entertainment programming, streaming and data operations. Nobili will report to JC Acosta, President, ViacomCBS Networks Americas and will be based in Mexico City, Mexico.Networks Americas.” Nobili joins ViacomCBS from Netflix, where he was Director of Product Innovation & Originals Launch Strategy in Spain and Latin America. In this capacity, he identified long-term opportunities and oversaw the launch strategy for new content. Prior to joining Netflix, Nobili held several critical positions at Amazon, including Regional Manager for Amazon Prime Video, where he launched and oversaw the market strategy for Prime Video in Mexico and Spanish-speaking Latin America. He also held the position of Marketing and Product Management Lead for Marketplace.

New Marketing VP at Ferrero

Michael ZachariasMichael Zacharias has joined Ferrero USA as vice president, trade marketing and category management.In this new role, Zacharias will lead trade marketing, category management and shopper marketing for Ferrero’s portfolio, which includes Nutella, Kinder, Tic Tac, Ferrero Rocher, Crunch, Baby Ruth and Butterfinger. Zacharias will report to James Klein, Ferrero chief customer officer, Ferrero USA. Zacharias joins Ferrero from American brewing company Anheuser-Busch, where he spent the entirety of his career. Most recently, he served as vice president of sales for the company’s northeast region. In his role, Zacharias was responsible for the full profit and loss center of the Northeast Business Unit, including strategic planning, human resources, sales and marketing, business development and customer satisfaction.

 

And More Changing Places

Jose SanchoDAVID Miami announced the hiring of Jose Sancho as their newest Associate Creative Director, effective May 14. Sancho will soon join DAVID’s Miami office from Madrid where he’ll be teaming with Curtis Caja, an award winning ACD, who was responsible for the Cannes Grand Prix winner “Burning Stores”.One of the most awarded creatives in Spain, Sancho has worked on national and global accounts for brands like Burger King, Renault, Unilever (Cornetto, Magnum, Funny Feet) and Rexona, among others. During his six-year stint at LOLA MullenLowe in Madrid, he was known for award-sweeping campaigns including the ‘Scary Clown’ campaign for Burger King and ‘The Hidden Flag’. He’s been awarded at many major industry festivals including Cannes, D&AD, Clios, The One Show, Andys, Effies, and more.

 

 

 

 

 

 

 

 

 

 

The U.S. government has given tax payers until July 15 to file and pay 2019 income taxes. Major Tax Marketing efforts therefore have been extended for 90 days. We asked John Sandoval, Senior Brand and Latino Marketing Manager at  TurboTax owner Intuit, (and a Portada Council System member) about how he has adapted TurboTax marketing to the new social distancing environment.

Sandoval tells Portada that TurboTax’s biggest priority is maintaining taxpayers informed on how the current landscape can impact their filing situation. “Government economic incentives like the recently passed stimulus also has had an impact on millions of Americans, who may not have all the information available to fully understand how they could benefit or what it means to them.”

John Sandoval, Senior Brand and Latino Marketing Manager at  Intuit
John Sandoval, Senior Brand and Latino Marketing Manager,  Intuit

TurboTax was recently featured in Google-Youtube ads leaderboard as one of the 12 most-watched ads that encouraged consumers to stay at home. These brands adapted their message to help flatten the curve and fight the spread of COVID-19 across the U.S. The 12 ads on the platform’s list have generated more than 32 million views.  The English-language ads were created by Wieden & Kennedy and media was planned and bought by both Camelot and Wieden and Kennedy.

Latest Tax-Marketing Initiative: Stay Home PSA Ads

Sandoval feels proud of this communication initiative and particularly about the fact that it was aired and communicated in Spanish supporting Turbo Tax multicultural marketing initiatives (see ad below).

Sandoval adds that wile he has “seen some great companies run ads addressing the current situation on English-language TV, many of them have not complemented their efforts in Spanish-language TV.” “Our efforts speak to our commitment to the Latino consumer segment. In addition, we have a robust content strategy that provides in-language relevant information to all Spanish speaking customers, so they are up to date with all recent tax changes.” “Knowing that our consumers are doing so many things for the first time at home due to the current environment, we wanted to empower the community that “doing taxes” could be one of them.”

New Approach to Day-To-Day Tax Marketing

Sandoval tells Portada that his approach to day-to-day marketing has changed over the last few months. “What we have learned during the current health crisis is that consumers expect brands to tap into their humanitarian side and give back to consumers in this unprecedented time. It has been very uplifting to see companies like Zoom donating video communication services to schools so that children can continue learning; or Gap pivoting its resources so that their factories can focus on producing surgical masks as opposed to clothes; or Anheuser-Busch making hand sanitizer alongside their beer.”

What we have learned during the current health crisis is that consumers expect brands to tap into their humanitarian side.

Messaging in Times of Social Distancing…

“Our messaging has always been connected to offering the ability to file at your convenience, while leveraging the expertise of our credentialed bilingual CPA’s and Enrolled Agents to file with confidence. During social distancing, this message has become more relevant than ever before. Many consumers will have to file their own taxes this year for the first time ever, and others will still need the support and guidance of tax experts, ” Sandoval asserts.

It has been very uplifting to see companies like Zoom donating video communication services to schools; or Gap pivoting its resources so that their factories can focus on producing surgical masks as opposed to clothes; or Anheuser-Busch making hand sanitizer alongside their beer.

with Changing Patterns in Media Consumption.

“Media consumption is also shifting given the change in consumers’ daily routines, cancellation of live events, and greater need than ever before to stay connected to one another”, Sandoval claims.At Intuit, we are constantly evaluating the different channels we use to communicate with consumers. Having real-time data allows us to be nimble and adjust our strategy and message to ensure we are being a valuable partner and a resource to all Americans, while being sensitive to the current situation we are all living. For example, with many Americans turning to linear TV news more frequently and for longer duration to stay abreast of the constant changing environment we’ve made sure our properties flex to meet our customers where they are.

With many Americans turning to linear TV news more frequently and for longer duration to stay abreast of the constant changing environment we’ve made sure our properties flex to meet our customers where they are.

Feature Image: Photo by Serpstat from Pexels

Ulta Beauty, Coca Cola’s New Social Campaign, Duracell, Budweiser…. and more Sales Leads.

For prior Sales Leads editions, click here.

  • Ulta Beauty

Ulta Beauty

Ulta, announced its partnership with Refinery29 to sponsor the site’s new R29Somos channel for the next year. English-language content on R29Somos will focus on Latinx visibility across culture, entertainment, beauty, and lifestyle. Ulta will be providing a range of editorial and video features for the site, including a spotlight of Gen-Z Latinx women, content on Afro-Latina hair culture and a Latinx beauty photo series. It will also be creating a four-episode video series called “Beauty Out There” about global beauty subcultures. Some content will drive to commerce on Ulta’s site. Some examples of the products highlighted in the first wave of content include Au Naturale’s powder blush in Champagne, Morphe’s James Charles palette and Tarte’s Face Tape in 60N Mahogany.According to a 2015 study by Nielsen, Hispanic consumers make up 16% of total beauty sales in the U.S.  Ulta Beauty has adopted additional marketing strategies to engage with Latinx consumers, including advertising in Spanish through partners like Telmundo, as well as partnering with media company mitú and Popsugar Latina in 2019.

  • Duracell

DuracellMediaCom has been named battery maker Duracell’s global media agency of record in 32 markets including the US, UK and China, effective July 1, 2020. Duties include media buying and planning. Some but not all of the accounts are shifting from incumbent Starcom, part of Publicis Groupe.  The brand spent $50 million on measured media in the U.S. last year, according to Kantar. Global spending figures were not immediately available.

  • TurboTax

TurboTax’s parent company Intuit, which also markets the accounting software QuickBooks, increased its total sales and marketing budget, shelling out US $593 million in the quarter ended January 31 compared to US $548 million in the same period last year — an 8% increase.  John Sandoval, Senior Brand and Latino Marketing Manager at TurboTax-Intuit, tells Portada that “tax season has been extended an additional 90 days due to COVID-19, which is something we have not experienced in the past,”, read our interview with Sandoval and understand  how he is adapting his marketing to the current environment of social distancing.

  • Coca-Cola’s 30-second ad and new social campaign

Coca Cola saluted America’s heroes – both military service members and healthcare workers on the front lines of the coronavirus pandemic – during the Memorial Day weekend broadcast of the Coca-Cola 600 NASCAR race in Charlotte, N.C. The brand aired a new 30-second ad titled “For Everyone” during the May 24 telecast. Jaideep Kibe, VP for the Coca-Cola trademark in North America, said the creative “showcases the optimism and togetherness that are hallmarks of our brand at a time when Americans need positivity the most, and honors the countless acts of selflessness, kindness and courage demonstrated by millions across the country.” “For Everyone” is a localized, English-language version of a Spanish-language spot (“Por Todos”) from Mercado McCann in Argentina Coke released this month in Latin America and Spain. KO:OP, Coca-Cola North America’s in-house creative agency, managed the edit.The ad premiered Sunday May 17 during NASCAR’s spectator-free return at Darlington Raceway, ending Coke’s seven-week hiatus from the airwaves, and aired again on Thursday May 21 during the Darlington 500 ahead of this weekend’s race.

#WeLoveThisPlace
Coca Cola’s New Social Campaign

Coca-Cola is also launching #WeLoveThisPlace, a new social campaign encouraging Americans to support their favorite local restaurants. FOX is integrating campaign messaging its NASCAR coverage, inviting viewers to share which restaurants they love and miss the most using the #WeLoveThisPlace hashtag and tagging @cocacola.With the majority of the world sheltering at home, Coca-Cola is redirecting media spending to where it can be most effective, driving messages through digital channels and supporting the growth of e-commerce.

 

JOIN PORTADA’S VIRTUAL KNOWLEDGE-SHARING AND NETWORKING PLATFORM: To find out about Portada’s new virtual networking solutions targeting the decision makers of the above campaigns, please contact Sales Director David Karp at David@portada-online.com.

 

  • Revlon


Revlon and its global media agency Initiative have parted ways about two years after the IPG shop won the business after a formal review, Mediapost reports.  In the U.S., the cosmetics company spent about US $30 million on measured media last year, according to Kantar. Initiative confirmed the split in a brief statement: “A few weeks ago, we ended our global relationship with Revlon. We wish them every success in the future.” Revlon also created The Red House, an in-house ad agency in 2018, where it shifted creative duties that previously had been handled by Grey. It’s not clear if Revlon is bringing media in-house or looking for another agency or both.

  • Budweiser

Budweiser has brought on Allison+Partners as its US PR agency of record following a competitive pitch that took place virtually this month. Duties include integrated communications planning and PR support for brand initiatives, product launches and sponsorships. Budweiser handles social media in-house. Budweiser’s previous consumer agencies have included Weber Shandwick, which continues to work on many other Anheuser-Busch brands. “Budweiser is more sure of what it stands for than ever before: authenticity, progress, and community,” said Monica Rustgi, vice president of marketing for Budweiser. “Our standards as a brand are as central as the people that work behind it. As we look towards making a new generation of drinkers fall in love with Budweiser in the way generations before have, we knew we needed to also have partners who withhold the same values and culture as us.”

 

 

Americans’ interest in soccer both as active participants in soccer matches as well as in fandom is growing at a high rate. Therefore, the brand marketing community is taking notice and considering more soccer sponsorships. What is the best strategy for marketers to engage with the Hispanic population through the soccer passion point? International leagues and clubs such as LigaMX, English Premier League and La Liga are alluring propositions. Here’s why.

 

A 2018 Gallup poll shows soccer ranks second in popularity only surpassed by football among the coveted 18-34 demographic. Soccer ties with basketball at 11% and is ahead of baseball at 6%. Undoubtedly, soccer, including beach soccer, is a substantial alternative for brands to reach out to this coveted population segment. These are two reasons why European and Mexican soccer sponsorships can be viable alternatives.

1. High Name Recognition of European Clubs and Stars

Lionel Messi – Photo Property of Futbol Club Barcelona

The high name recognition of European clubs among U.S. audiences, and even more among U.S. Hispanic audiences, explains why brand marketers prefer these marketing platforms over MLS. Thus, more American brands are closing soccer sponsorships with clubs including Futbol Club Barcelona, Real Madrid, Manchester United, Juventus and Bayern Munich. Moreover, the fact that global soccer stars like Lionel Messi and Cristiano Ronaldo are household names makes maximizes opportunities.

Partnering with European Leagues can be alluring to major U.S. consumer brands. As an example, LaLiga North America  —a joint venture between LaLiga, Spain’s top-soccer league, and Relevent Sports Group- recently partnered with Allstate for Soñando con LaLiga, which details the experience and progress of the best 17 players from the Allstate Sueño Alianza National Showcase while they traveled to Spain and competed against LaLiga academies and in front of LaLiga coaches and scouts. (Check out the partnership of Paris Saint German with Nike subsidiary Air Jordan.)

2. LigaMX Soccer Sponsorships Speak Closer to Hispanic Consumers than MLS

The Mexican LigaMX can be a much better soccer marketing vehicle to engage U.S. Hispanics than the MLS, Nick Kelly, Head of U.S. Sports Marketing at Anheuser-Busch, said at last fall’s Portada New York conference. The fact that 70% of Hispanics are of Mexican origin explains the high popularity of the Mexican National Team and LigaMX clubs (e.g. América, Guadalajara, Toluca, and Cruz Azul) among U.S. Hispanics.

soccer sponsorships expert
Nick Kelly

All our world cup campaigns were about the Mexican National Team (not the U.S. National Team)”, said Nick Kelly, a member of Portada’s Sports Marketing Board. Anheuser-Busch partners with the LigaMX particularly for soccer sponsorships and activations in the Southwestern U.S., an area with a very large Hispanic population. In particular, he mentioned Texas, Arizona and Nevada, as well as cities like Houston, Dallas, and surprisingly, Nashville.

Toyota is another company that is betting on Mexican soccer for its Hispanic outreach. Tyler McBride, Engagement and Events Marketing Manager at Toyota Motor North America, told Portada that he is partnering with Club America because they are the top club and most successful team in North America. The team is recognized internationally with a storied history and winning tradition in Mexico’s Liga MX and they are the most-watched soccer league in the United States. “Our partnership with Club America allows us to engage with Liga MX fans year-round across multiple touchpoints,” he said.

Featured image by Vienna Reyes on Unsplash

 

Sales Leads US: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

For prior Sales Leads US editions, click here.

  • FCA/Peugeot
FCA & Peugeot to Merge
Fiat Chrysler Automobiles and Peugeot S.A. will merge.

Fiat Chrysler Automobiles and Peugeot S.A. (“Groupe PSA”) have signed a binding Combination Agreement providing for a 50/50 merger of their businesses to create the 4th largest global automotive OEM by volume and 3rd largest by revenue. The proposed combination will be an industry leader with the management, capabilities, resources and scale to successfully capitalize on the opportunities presented by the new era in sustainable mobility. With its combined financial strength and skills, the merged entity will be particularly well placed to provide innovative, clean and sustainable mobility solutions, both in a rapidly urbanizing environment and in rural areas around the world. The combined company will have annual unit sales of 8.7 million vehicles, with revenues of nearly €170 billion , recurring operating profit of over €11 billion and an operating profit margin of 6.6%, all on a simple aggregated basis of 2018 results . The combined entity will have a balanced and profitable global presence with a highly complementary and iconic brand portfolio covering all key vehicle segments from luxury, premium, and mainstream passenger cars through to SUVs and trucks & light commercial vehicles. This will be underpinned by FCA’s strength in North America and Latin America and Groupe PSA’s solid position in Europe. The new Group will have much greater geographic balance with 46% of revenues derived from Europe and 43% from North America, based on aggregated 2018 figures of each company. The combination will bring the opportunity for the new company to reshape the strategy in other regions.

  • Pepsi

Pepsi is launching a new brand campaign this month, featuring its first new tagline in the United States in about two decades: “That’s What I Like.” Get ready to hear this across all Pepsi, Pepsi Zero Sugar, and Diet Pepsi ads and promotions—indefinitely. “Pepsi drinkers are comfortable in their own skin, they enjoy their life unapologetically without really worrying about what other people think,” says Pepsi’s VP of marketing, Todd Kaplan, who feels like the line embodies what company research has told them about their customers. “Pepsi drinkers are three times more likely to belt out a song on karaoke or nearly twice as likely to clap at the end of the movie.” The new tagline, Kaplan believes, is a simple, “clean, crisp articulation of that.” The new spots will air across English and Spanish-speaking properties, including the Golden Globes and NFL wild-card playoff games. Created with agencies Goodby Silverstein & Partners and Alma the ads embrace that whole dance-like-nobody’s-watching ethos. It’s a departure from the ongoing celebrity ads that the cola giant started airing last January, all the way through November with Cardi B’s holiday tale. Pepsi has been slowly moving its media buying duties in house. In late October 2018 it ended its relationship with WPP’s VMLY&R for the Tropicana and Gatorade digital accounts.

  • Snickers 
SNICKERS/Madden NFL (esports)
SNICKERS is new Madden NFL 20 Club Championship official sponsor

SNICKERS’ accelerated commitment in competitive Madden NFL (esports) by becoming the official Madden NFL 20 Club Championship presenting sponsor for the first time. As presenting sponsor SNICKERS will reach players and spectators in mass through specially curated studio segments, highlight reels, and spotlight moments, such as the coveted SNICKERS “Moment of the Year” Madden NFL 20 Championship Series award.As part of the sponsorship, the candy bar marketed by Mars will be featured in highlight packages and branded studio segments during the tournament on Twitch, YouTube and the ESPN mobile app, per an announcement shared with Marketing Dive.The Madden NFL 20 Club Championship Presented by SNICKERS will involve all 32 NFL teams as one competitor per team will compete for more than US$700,000, tied for the largest tournament prize pool in competitive Madden NFL history. Snickers aims to reach the esports audience that largely consist of Generation Zers, 74% of whom say they often snack between meals, per a study by the Institute of . The researcher also predicted that the number of U.S. consumers who would watch an esports event at least once a month would grow 18% to 30.3 million this year from 2018. Brands looking to reach these millions of fans are forecast to boost sponsorship spending by 34% to $457 million this year, games researcher Newzoo predicted.Snickers is among the brands that are sponsoring esports events as their audience continues to grow. Pizza Hut, Nike, Anheuser-Busch,  AT&T, Axe, Coca-Cola, Hershey, Mercedes-Benz and Tillys are among the brands that are already esports sponsors.

JOIN PORTADA’S KNOWLEDGE-SHARING AND NETWORKING PLATFORM: To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales DirectorLeslie Zambrano at Leslie@portada-online.com.

  • Kellogg’s
Football Hall of Famer LaDainian Tomlinson, Tony the Tiger and reps from The DICK’S Sporting Goods Foundation announced today that every public middle school in El Paso, TX will receive a Sports Matter grant–totaling $500,000–on behalf of Kellogg’s Frosted Flakes’ Mission Tiger and The DICK’S Sporting Goods Foundation’s Sports Matter. The duo teamed to help give El Paso middle schoolers the chance to play sports, delivering truckloads of new equipment. (Jorge Salgado/AP Images for Kellogg’s)

The Tony the Tiger Sun Bowl officially takes over El Paso on New Year’s Eve, but the game dedicated to saving middle school sports made its mission real today in the “Sun City.”  Kellogg’s Frosted Flakes®‘ Mission Tiger™ teamed up with the pioneer for helping kids play sports, The DICK’S Sporting Goods Foundation (DSGF), and gave a Sports Matter grant to every public middle school athletic department in El Paso — a total donation of US$500,000 — to help give more middle school kids access to sports.The first-of-its-kind partnership between one of America’s favorite breakfast cereals and the foundation for America’s largest sporting goods retailer might seem unlikely, but both are on a mission to help Mission Tiger ‖ Sports Matter Mobile save school sports. And today’s efforts align with the Sun Bowl’s 1935 inaugural mission to benefit underprivileged children.In partnership with The DICK’S Foundation, Tony the Tiger called on his friend, Sun Bowl alum and football Hall of Famer LaDainian Tomlinson to break the news. Tomlinson and Tony drove around town to deliver much-needed sporting goods equipment to aspiring young athletes at Wiggs Middle School.The collaboration is the latest stop for Mission Tiger, an initiative from Kellogg’s Frosted Flakes to save middle school sports nationwide. In August 2019, Kellogg’s Frosted Flakes was announced as the title sponsor of the newly named Tony the Tiger™ Sun Bowl, making Tony the Tiger the first mascot to ever lend his name to a college football bowl game.

  • SouthNorte Beer Co.
SouthNorte Beer Co
SouthNorte Beer Co. secures investment led John Gallegos.

Founded at the crossroads of cultures, SouthNorte Beer Co. revealed that it has secured new investment to drive company growth led by advertising executive and founding partner, John Gallegos, who has increased his investment in the brand to further accelerate the company’s marketing efforts, expansion into new territories and exploration of new partners throughout the country. This influx of funding positions Gallegos as the majority owner of SouthNorte, with Coronado Brewing Company offering continued operational support with a minority stake in the company.The infusion of new investment comes at an important juncture for SouthNorte —the brand has garnered critical acclaim and grassroots fan support in San Diego, and now, Gallegos and partners recognize that the time is ripe to amplify SouthNorte’s message and brand essence beyond its current footprint and into new markets. In addition to increasing his investment in the brand, Gallegos will take on additional operational management roles in the company. A seasoned advertising and marketing executive, Gallegos is CEO of the United Collective communications group comprised of five interconnected independent agencies.  Under this new arrangement, former CEO, Brandon Richards, credited for his contributions in making SouthNorte a success, will remain as a partner and Coronado Brewing Company will also remain a partner in the business offering various levels of support including brewing, sales, and marketing. SouthNorte beer will continue to be contract brewed and packaged at Coronado facilities.

Sales Leads US: a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting U.S. consumers right now.

Portada is thrilled to announce the list of finalists that will yield the winning topics to be addressed at Portada Los Angeles 2020. Council System members will vote for their favorites on November 14.

Portada is revealing the list of 9 finalist topics to be addressed at conference sessions during Portada Los Angeles on April 2, 2020. These topics have been chosen by members of the different Portada Council System units. At the November 14 Happy Hour presented by Digo Hispanic Media, marketers who are members of the Portada Council System, will vote for the winning topics for the three main Portada Los Angeles speaking slots: Keynote, Consumer Insight Highlight, and MarTech Solution Spotlight.

Due to the resounding success and growth of the Portada Council System over the last year, going into 2020 we want to make sure that our event programming mirrors the preferences and needs of the brand marketers and first-class marketing service suppliers in our system,” says Marcos Baer, president of Portada.

Finalist topics per speaking slot for Portada Los Angeles 2020 

Brand Star Committee meeting during Portada New York
Brand Star Committee, a unit of the Portada Council System meeting during Portada New York

Brand Marketer Driven Event Programming…

At their in-person meeting at Portada New York, the first-rate brand and media agency decision-makers who are members of the Brand Star Committee, Agency Star Committee and Sports Marketing Board suggested topics for each of the speaking slots. Each Council System unit nominated one finalist per category (see above).

 


…with the final vote at the Happy Hour & Council Content Choice, Nov. 14

On November 14, Portada Council System members will gather at the Happy Hour & Council Content Choice presented by
Digo Hispanic Media,
 where Portada’s Council System members will vote for the winning topics to be addressed at the three Portada Los Angeles speaking slots on April 2, 2020.

“We’re thrilled to present the first Portada Happy Hour & Council Content choice,” commented Augusto Romano, CEO of Digo Hispanic Media. “It’s a great way to advance our partnership with Portada, which has been of great benefit to our company. Having the support of this great team to accelerate our market entry has greatly facilitated the process.”

If you are a brand marketer and would like to join the Portada Council System, please provide contact information here
If you are a marketing service provider and would like to join the Portada Council System, please provide your contact information here.

 

Brand Marketing Executives to Vote for Portada Los Angeles 2020 Winner Topics on November 14 include:

Vice President, Sponsorships, Wells Fargo    

Senior Manager, Advertising & Marketing, Multicultural, Kia Motors America

 Head of US Sports Marketing, Anheuser-Busch InBev

 Vice President, Global Sponsorships, Head of Americas, SAP 

Marketing Manager, Nestle USA

Senior Brand and Latino Marketing Manager, Intuit

National Media Manager, JCPenney                                                                           

National Director, Multicultural & Growth Markets, Realogy

 US Managing Director, CH Carolina Herrera

Digital Marketing Manager – SEM and SEO, Sprint                                                                                                   

EVP I CMO, Curacao

Manager, California Endowment

Category Marketing Manager, GraceKennedy Ltd

Head of Marketing Activation & CRM, Conagra 

Dozens of additional brand marketers will be announced by early 2020.

 

 

Portada will host four major events and several Happy Hour & Council Content Choices in 2020 to spur networking and knowledge-sharing in a wide array of brand marketing disciplines.  Brand Marketers and Marketing Services Providers who are Portada Council System members will be voting for key speaking topics at Portada events.  Additionally, Portada will host 12 virtual events involving each of the six units of the Portada Council System. 

Portada is thrilled to announce its expanded year-round knowledge-sharing and networking platform for brand marketers, which will include 4 major events, 12 virtual events and 4 Happy Hours & Council Content Choices providing year-round marketing services buyer facing networking and thought leadership opportunities.

 “We are also making important innovative changes to the dynamics of our Council System. In 2020, brand marketers, and best-of-breed marketing service providers will be directly involved in the Portada events topic selection process as part of their activities as members of the six different units of the Council System: Americas Board, Agency Star Committee, Brand Star Committee, Brand Star Committee Latam, Sports Marketing Board, or Travel Marketing Board,” says  Janet Grynberg, Lead Editorial Coordinator at Portada.

Brand Marketers and Marketing Service Providers: Together Four Times a Year

The topic selection process has already started. At their second 2019 in-person meeting at Portada New York, the first-rate brand and agency decision-makers who are members of Portada’s Council System selected the most relevant topics from a list of imminent issues and challenges facing the marketing & media industry today. These topics will be announced soon and will provide a complete picture of what’s in the mind of marketers for 2020.

On November 14, these executives will gather in a special function presented by Digo Hispanic Media, the Happy Hour & Council Content Choice , where three units of Portada’s Council System (Brand Star Committee, Agency Star Committee, and Sports Marketing Board), will vote for the topics to be discussed at the three Portada Los Angeles speaking slots on April 2, 2020.

The four 2020 In-Person Portada Events will take place as follows

 

Portada Los Angeles, April 2, 2020

Portada Miami, June 4, 2020

Portada New York, September 24, 2020

Portada Mexico, October 29, 2020

 

 

If you are a brand marketer and would like to join the Portada Council System, please provide contact information.


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Hear it from Brand Marketers

“I think it’s a great thing that Portada has put together, it’s given me a chance to really interact with some folks that I’ve known in the industry but maybe we hadn’t gotten together, so it’s been very engaging for me,” said Dan Keats, Director Consumer Marketing-Sponsorships at Allstate Insurance at a previous Portada event.

“Through Portada, I have met new solution providers and we are already working with them,” commented Ariela Nerubay, CMO at Curacao.

“I love the way the Portada is continuously disrupting itself in order to make the experience very valuable for its members,”  John Sandoval, Senior Brand and Latino Marketing Manager at Intuit shared during the VIP Council System dinner at Portada New York. 

See below the list of only a few of the Council System members that will be shaping the future of marketing at Portada events and special Happy Hour functions in 2020. 

 

Members of the Brand Star Committee at the Portada New York in-person meeting

Brand Marketing Executives to Attend Portada 2020 Events & Special Happy Hour Functions Include:

 

Vice President, Sponsorships, Wells Fargo    

 

Senior Manager, Advertising & Marketing, Multicultural, Kia Motors America

 

Head of US Sports Marketing, Anheuser-Busch InBev

 

 Vice President, Global Sponsorships, Head of Americas, SAP

 

Marketing Manager, Nestle USA

 

 Senior Brand and Latino Marketing Manager, Intuit

 

National Media Manager, JCPenney

                                                                                                     

National Director, Multicultural & Growth Markets, Realogy

 

 US Managing Director, CH Carolina Herrera

 

Digital Marketing Manager – SEM and SEO, Sprint

                                                                                                     

EVP I CMO, Curacao

 

Manager, California Endowment

 

Category Marketing Manager, GraceKennedy Ltd

 

Head of Marketing Activation & CRM, Conagra

 

Dozens of additional brand marketers will be announced by early 2020.

Sales Leads LatAm is 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.

  • IHG 

IHG will debut both the InterContinental Hotels & Resorts and Hotel Indigo brands in Peru, with two new properties now under construction in the capital city of Lima.The Hotel Indigo Lima Miraflores will also be the brand’s first property in South America. Both hotels are expected to open in early 2022 and will be owned by Inmobiliaria Vistamar and managed by IHG.The InterContinental Lima Miraflores and Hotel Indigo Lima Miraflores will be located next to each other in the epicenter of Miraflores, steps away from Larcomar, the city’s commercial center.

 

 

 

  •  Kimberly-Clark

Kimberly-Clark Corp. has launched a creative review for its global baby care business. Incumbent WPP, including longtime Huggies agency Ogilvy, is defending.K-C’s baby-care business is led by Huggies and also includes Pull-Ups and Goodnites, which collectively got US$90 million in U.S. measured media support last year, according to Kantar. Llast year, FCB was awarded a new global family-care strategic and creative assignment spanning brands that include Kleenex, Cottonelle, Scott, Andrex and Viva.

 

 

 

  • Hampton by Hilton 

Hilton announced plans to introduce Hampton by Hilton to Quito, the capital and largest city in Ecuador, as part of a franchise agreement signed with Hotel Colón Internacional C.A. With construction planned to begin this year and opening scheduled for 2021, Hampton by Hilton Carolina Park Quito represents the brand’s first property in Ecuador. The hotel also reinforces the global hospitality company’s expansion in the Caribbean and Latin America as it joins a portfolio of more than 150 hotels and resorts with more than 28,500 rooms in 23 countries across the region. Hilton currently has a portfolio of approximately 150 hotels and resorts open to welcome travelers in the Caribbean and Latin America. In its 100th year, the company continues to pursue additional growth opportunities and currently has a robust pipeline of more than 90 hotels throughout the region. In the last five years, Hilton has more than doubled its portfolio in the Caribbean and Latin America, and this year plans to celebrate more than 20 new hotel openings across the region, representing nearly 2,900 rooms across 11 countries and 10 brands, including Hampton by Hilton.

 

  • LATAM Airlines

Flight Global reported that American Airlines and LATAM have removed Chile from their list of South American destinations to be served under a new joint venture. North and South America’s largest respective airlines have been working on legal approvals throughout South America since the joint venture was first announced back in January 2016. After receiving approval from Chile’s antitrust tribunal, as well as legislators in Brazil, Colombia and Uruguay, the joint venture plans were complicated by the Chilean Supreme Court. The court ruled in May that the partnership between the two airlines would be anti-competitive, making them “difficult to challenge”.As a result of the Chilean Supreme Court’s decision, the LATAM-American Airlines joint venture will no longer be able to operate in Chile. This includes important connecting flights out of Santiago de Chile. Consequently, flights will have to be moved to LATAM’s other regional hubs.As the largest airline in South America by quite some distance, LATAM is a powerful strategic partner for airlines looking to get a foothold on the continent. American Airlines isn’t the only carrier which has been looking to secure a joint venture with LATAM.

  • Craft Brew Alliance

After Anheuser-Busch InBev opted not to make a qualifying offer to buy it, Craft Brew Alliance seems to prefer going it alone and accelerating top-line growth by expanding internationally. It already has more than a nascent presence in certain markets, primarily Brazil, and the international business is fast approaching the threshold of 10% of its revenue. The international distribution agreement it has with Anheuser-Busch will remain active for a number of years despite the decision not to buy the company. By growing the Kona brand in Brazil, it should be able to greatly expand its opportunity. The change to a local brewery also means Kona’s volumes may dip, but it will save money, and in the long run it will be better for the brand by being closer to the consumer.Craft Brew has also plans to market Mexican beer La Rubia to Caribbean Hispanics as a stand-alone brand; by the fall, it will be available in the key Caribbean Hispanic markets in the U.S. on the east coast. It had a strong launch in Puerto Rico in the second quarter, with volumes up 48%, but that was just the first leg of what will be a much broader international expansion.

Sales Leads LatAm is 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.

The Mexican LigaMX can be a much better soccer marketing vehicle to engage U.S. Hispanics than the MLS, Nick Kelly, Head of U.S. Sports Marketing at Anheuser -Busch, said during last week’s  Portada New York.

Kelly, a member of Portada’s Sports Marketing Board, said that his company partners with the LigaMX particularly for soccer activations in the Southwestern U.S. which has a very large Hispanic population. In particular, he mentioned Texas, Arizona and Nevada as well as cities like Houston, Dallas and, surprisingly Nashville. “All our world cup campaigns were about the Mexican National Team” (not the U.S. National Team), he told Portada’s Janet Grynberg during the keynote interview at Portada New York in the Westin Times Square last Thursday.

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Chicharito Soccer Activation

Mexican soccer player Javier Hernandez (“Chicharrito”) has also been sponsored by Anheuser-Busch In-Bev brands. “The Chicharrito sponsorship worked very well and showed lift in the markets that mattered most”.”We don’t need brand awareness lift, what we have seen is retail lift in markets such as San Antonio and El Paso,” Kelly noted. “We activate 100% retail”, he added..

Anheuser Busch also activates jersey sponsorships of LigaMX teams through Corona (which is a Grupo Modelo brand; Grupo Modelo was acquired by Anheuser Busch InBev in 2012). LigaMX Club America recently switched its jersey sponsorship from Corona to Bud Light.

One of our objectives is to find out how to activate on a hyperlocal level.
Nick Kelly (right) at the Portada Sports Marketing Board meeting (on his left, Jose Antonio Ortega,(Prisa Brand Solutions), Manny Gonzalez, (Moët Hennessy USA) and Eugene Santos (Kia).

Asked by an audience member at Portada New York whether it makes sense to bring a LigaMX team to play in the U.S, Kelly said that while this type of soccer activation would be popular in the region the match is played, beer wholesalers in other regions would not necessarily like it.
However, Bud Light recently gave soccer fans in Las Vegas a chance to virtually experience a game 1,500 miles away with immersive technology. The four “Seats of Glory” were featured at Beerhaus, a beer hall on the Las Vegas Strip, for a Liga MX playoff match between Club América and Cruz Azul. Every fan over age 21 who visited the bar was able to watch part of the game in VR.

Anheuser-Busch InBev brands spent US$ 591 million advertising to the U.S consumer in 2017, according to Kantar Media.