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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 silvina@portada-online.com.

For prior Sales Leads LatAm editions, click here. 

  • Hilton 

Hilton is committed to expand in Latin America. The hotel chain has grown its porfolio surpassing 100 hotels in the region. During the 12 months ended June 30, 2017, Hilton signed approximately 30 new deals, maintaining a robust pipeline of more than 70 properties in Latin America; and opened 15 new hotels, including six, which debuted this year in Brazil, Mexico and Uruguay. As one of the top tourist destinations in the region, Argentina remains a key market for the company. Hilton currently has three hotels open, including Hilton Buenos Aires, Hilton Garden Inn Tucuman and Anselmo Buenos Aires, Curio Collection by Hilton. Across the region, approximately 60 percent of Hilton’s projects are driven by focused-service brands, such as Hilton Garden Inn and Hampton by Hilton. The company’s current portfolio in Latin America includes nine brands, while its expansion plans in the region span seven of the company’s existing brands: Conrad Hotels & Resorts, Curio Collection by Hilton, Hilton Hotels & Resorts, DoubleTree by Hilton, Homewood Suites by Hilton, Hilton Garden Inn and Hampton by Hilton. Hilton maintains a strong pipeline of more than 70 projects and 11,300 rooms across Argentina, Belize, Brazil, Chile, Colombia, Costa Rica, Ecuador, Guatemala, Honduras, Mexico, Panama, Paraguay and Peru. By the end of 2017, Hilton is planning to open approximately 20 hotels, including the six already added to the portfolio this year.

  • AT&T

AT&T is said to be considering  selling its’ Latam assets, according to reports. Specifically, it will be sellling the Latin American pay TV arm of its business in an attempt to reduce debt. . The sale, if it goes ahead, could be worth anywhere in the region of US$8 billion. AT&T may decide to sell its Latin American operations which include satellite and cable television services in Brazil, Colombia, Venezuela, Argentina but has made it clear that no matter what happens it will retain its assets in Mexico, where it has already invested in wireless services, beginning with its acquisition of DirecTV in 2015.  As of the second quarter of 2017, AT&T has roughly 13 million subscribers in the Latam region, excluding Mexico. The company generated US$1.4 billion in revenue in the region.

  • Havas Group Colombia

As part of its 20th anniversary in Colombia, multinational Havas Group announced during the celebration event a series of initiatives that it will be implementing in the coming months. According to Ignacio Iglesias, CEO & Country Manager Havas Colombia & Central Latam (Colombia, Ecuador and Venezuela), the group will enter the Colombian market with a model that radically changed media planning and buying by carrying out various initiatives with the different industry ‘actors’ like companies, universities and executives, to help growing communications in Colombia. Havas Group opened its offices in Colombia under the name MPG (Media Planning Group) with 17 employees. To date, Havas Group has a team of more than 350 people and is planning creative, traditional & digital media planning and buying solutions based on innovation and intelligent use of data.

 

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

 

  • WPP

Holding company WPP has combined five of its brand consultancies and design agencies — Brand Union, The Partners, Lambie-Nairn, Addison Group and VBAT — to form one large global brand agency that will launch in January 2018. The new agency, which does not have a name yet, will have a combined staff of 750 people in over 20 countries, with client billings of more than US$100 million worldwide. The entity will be led by Jim Prior as global CEO and Simon Bolton as executive chairman. Back in June, WPP announced it was combining MEC and Maxus into a new entity called Wavemaker. On the same month, Mindshare absorbed Ogilvy’s Neo and in July, the holding company merged Possible into Wunderman.

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

Join us at PORTADA Mexico!

How is video marketing evolving in Latin America? What countries do major video ad buyers see as growing the most and where are the main growth opportunities. These questions were answered by dozens of brand and agency executives targeting the Latin American consumer in our just released 2017 Video Marketing Guide!  Below is a sneak peek with  point of views by Cynthia Evans, Director, Director, Insights and Thought Leadership at GroupM Latin America, Rosanna Saenz, Digital Director, Mindshare Latin America and Martín Carniglia, Data – Insights Director at Havas Media.

Cynthia Evans_100x100BWPerhaps Cynthia Evans, Director, Director, Insights and Thought Leadership at GroupM Latin America (photo), statement is the best reflection of how  video is becoming prevalent: “I wonder if this will even be relevant in five years, the rapid evolution of ‘TV’ into all other media forms is moving so quickly. TV in terms of distribution or delivery mechanic could all be ‘digital’ in five years, if it is not already. In terms of media owners classic linear broadcast TV vs some other digital satellite fed signal the split is already near 60 to 40 percent in terms of viewing eyeballs, in terms of share of viewing linear broadcast TV has decline c. 20 to 25 percent in last five years. So ad dollars will eventually follow consumer eyeballs.”

Strongest Markets: Mexico, Argentina, Colombia

In terms of which markets have the strongest growth, Rosanna Saenz, Digital Director, Mindshare Latin mindshare-sharelogoAmerica, in Mexico City tells Portada that “We see the strongest growth in video in Mexico, Argentina, Colombia and Chile, which is consistent with the general digital activity of these countries.” To Martín Carniglia, Data – Insights Director. Havas in Buenos Aires, the strongest markets are “México, Brasil Colombia and Argentina.”

Potential:  Frequency Cappings, Dynamic Creative and Video Programmatic

Havas Media’s Carniglia points out that “the biggest opportunity relies both in the capacity of setting frequency cappings to expand reach over a certain audience, as well as personalizing messages using dynamic creatives to deliver different versions to each user depending on his previous online behaviour. Mexico City based  Saenz, tells Portada that “definitely there is a huge potential for video programmatic advertising, as it can redefine the way clients and agencies plan their media mix. Very soon clients will be able to see how much more efficient their video investment can be if they buy programmatic video first and then complement the missing TRPs with TV. We can run online video campaigns with the desired campaign effective frequency cap and buy as much reach as possible online, then we will have bought media and impacted a relevant portion of our audience without waste. This is a win-win opportunity for advertisers, for the online media industry and for the consumers”.

DOWNLOAD Portada’s 2017 Video Marketing Guide! The intelligence and forecasts you need. Plus the trends interpreted by major brand marketing, agency and media executives who are shaping the video marketing space.

Challenges: Data Integration and Device Adaptation

According to Mindshare’s Saenz, “The main challenge will be the integration of audience data among video Havas_250x250platforms like Facebook, DSPs and Youtube, in order to avoid unnecessary impacts duplication and be able to plan in the most efficient way. Xaxis, along with its DMP Turbine, is on its path to accomplish this difficult task so its clients have bigger advantages in media execution –and media planning, hand in hand with Mindshare- against their competitors.” Havas’ Carniglia notes that “advertisers must understand that online video requires a different approach to traditional media, nowadays we can create high quality content easier with less budget, and to be timely and relevant is more important. Online Video must be aligned to the context and adapted to each device and user experience.”

The main challenge will be the integration of audience data among video Havas_250x250platforms like Facebook, DSPs and Youtube.

Who will be the Winners?

What media properties will profit the most from the explosive growth in online video advertising? GroupM’s Evans says that it is difficult to predict what type of publishers will benefit the most. “It depends on price and consumer response. Right now social sites are pricing very efficiently and are popular with consumers. Premium inventory is more expensive. As all online video pricing moves toward that of open TV, and consumer favor evolves based on interest and preference, it is difficult to say which online vendor will ‘win'”.

Regarding the fastest growing categories, Evans notes that the “3 categories with richest contextual relevance will tend to evolve in online video fastest, travel, telco, luxury, entertainment. Other fast movers will be those tuned  in to cost efficiency as some online formats produce cheaper CPMs than TV with audio-visual format.”

 

Download the 2017 Video Marketing Guide! and find out what these other brand thought leaders have to say: Luiz Schmidt, Head of Marketing, Latin America & Caribbean, Brown Forman, Jorge Rocha, Digital Lead-Latin America, Publicis (Miami, U.S.), Andrés Mociulsky, Head of Programmatic Buying , Havas Media (Buenos Aires, Argentina), Humberto Cruz , Head of Socialyse, (Miami ,U.S.), Maria Carrasquillo, Senior Marketing Manager- Latin America,  Jarden Consumer/Sunbeam-Oster, (Miami, U.S.), Gerardo Arce, Director General Havas Entertainment (Buenos Aires, Argentina) and Sergio Barrientos, ‎Chief Strategy Officer, M8 (Miami, U.S.) and many more!

Panregional offices, as opposed to local ones in Latin America, often have a broad perspective of what’s going on in the region. Their access to information, as well as their daily interaction with top decision-makers, helps frame the major decisions that will then replicate in some or each of the local Latin American markets. In order to have a clear picture of what 2015 brings in terms of advertising in the region, we asked Maria Jose Ezquerra, SVP at Havas Media, and Borja Beneyto, VP at Starcom MediaVest Group, to give us their views as 2015 unfolds.

Additional editorial support for this article was provided by Lorena Hure.

Portada:  What ad-categories do you see the strongest in terms of panregional media buying during 2015?

0cbcf9eMaria Jose Ezquerra, SVP at Havas Media: “In general the two main media growing are cable and digital, where there is still a huge gap between consumption and share of investment. This is a trend that we have seen for years but has not accelerated enough. I see a big growth in programmatic, that is definitely a global trend that is strongly being replicated in Latam. Despite all the doubts still surrounding this type of buy, the benefits are strong enough to have a double digit growth if we achieve to show the potential to clients”.

Maria Jose Ezquerra – programmatic, that is definitely a global trend that is strongly being replicated in LatAm.

c72c3ff126d28d33d5980f25bd687c5a_400x400Borja Beneyto, VP at Starcom MediaVest Group: “Technology and media advertisers will be the strongest ad categories during 2015”.

Portada: In terms of digital advertising formats, which ones will be the chosen ones in 2015?

MJE: “Besides everything programmatic, I see an urge to improve and nail the social media buying model, from brands, agencies and key players such as Facebook.

During past years everyone knew it was key, but KPIs were still not clear enough unless you were in the performance world. Variables moved from fans to engagement to likes…whatever seemed relevant at the time, but I believe there was still a void on good measurement on Facebook that at least we have solved now”.

BB: “2015 is definitely the year of online video. More accurate metrics, new formats and efficient ways of distribution (e.g. programmatic and social platforms) will boost the investment. All formats within and across video discipline will be gaining”.

BB –2015 is definitely the Online Video Year. More accurate metrics, new formats and efficient ways of distribution (e.g. programmatic and social platforms) will boost the investment.

Portada: As for, Online Video, how important is it going to be for most of your campaigns?

MJE: “Online video is key for us. It has to be, it is where people are. If we do not recognize that we are not doing our job. We strongly believe that all TV campaigns should move a portion of their budgets to online video. When you measure side to side the results are amazing. TV is still a very relevant media in Latin America so I am not saying that we should stop using it, but multi-screen buy is key to follow the consumer journey. We have a double digit share of online video in our HMI Miami media mix”.

BB: “Online video will be around 85% of digital campaigns (excluding direct response-based campaigns)”.

Portada: Are you already planning campaigns around the 2016 Olympics in Rio de Janeiro?

MJE: “We are exploring the field for several of our clients. I cannot provide names, but we believe it presents opportunities for all, not only the official sponsors but also anyone interested in Latam. You can create great strategies without spending millions by surrounding the buzz and finding the best contact points to deliver relevant content.

BB: We are planning special developments such as branded content, native advertising, newsroom-integrated campaigns and sponsorships. And, of course, reserving the most relevant spots to air our campaigns”.

Portada: Are you doing your media buying through programmatic?

MJE: “We are growing programmatic enormously; our clients see the benefits and results. Our Meta DSP has accelerated this enormously. I cannot disclose the percentage but it is a key area for us to continue growing”.

BB: “More accurate external DSP/DMP partners in addition to improvements in our own platform are making it easier to move investment from generic display to programmatic. Some of our clients are going to close 2015 with more than 60% of their campaigns managed through Audience on demand (SMG platform)”.

I see an urge to improve and nail the social media buying model, from brands, agencies and key players such as Facebook.

Fernando Monedero colorFernando Monedero has been appointed Regional Digital Director at MEC based in Miami. Before his new position at the Group M agency, Fernando was SVP Managing Director at Havas Digital in Miami. Monedero’s tasks at Havas will be assumed by Maria Jose Ezquerra Havas’ Head of Middle Office in addition to her role of leading negotiations, planning and buying for Havas Media.

A summary for 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. 

Havas / Ecuadorean Tourism Board – Ecuador ::: Nivea – Global ::: Artware – Argentina ::: Purina Pro Plan – Argentina  ::: Zastre Brand Builders – Mexico ::: Hitachi – Spain :::

havas-285x123Havas Media / Ecuadorean Tourism Board – Ecuador

Havas Media has won the account of the Ecuadorean Tourism Board

 

 

Human - Nivea 156

Nivea – Global

The Argentinean agency Human has been chosen by Nivea to produce its global ad campaign. The campaign includes multi-media actions: TV, print, digital and trade.

 

 

 

Minerbi - Artware 156Artware – Argentina

Minerbi/Silveira is the new corporate communications agency of Artware in Argentina.

 

 

 

Di Paola - Purina Pro Plan 156Purina Pro Plan – Argentina

Di Paola has been appointed digital agency of Purina Pro Plan in the country. The agency will be in charge of Purina´s digital marketing, creativity and online communications. Di Paola also works with Nestlé and Dolce Gusto.

 

 

Zastre

Zastre Brand Builders – Mexico

Miguel Fernández Sitges, dreams builder director and Gabriel Chairez Montalvo, strategy builder director have founded Zastre Brand Builders.

The agency will provide its clients with ATL and BTL, creativity, media buying and planning, digital media, PR and communication strategies.

 

Hitachi

Hitachi – Spain

CRM´s Orbital Proximity has won the Hitachi digital account in Spain after a pitch. Hitachi is sponsor of the Club de Triatlon X3M de Majadahonda and will work under the spots “Reto Ponte en Forma” and “Reto Mejora tu marca”.

 

 

 

Santiago DuranHe started his professional career in social and urban research and short after he became involved in communications strategy. For the last 14 years he has been working  in almost every position there is in a communication agency, from Strategy and Media innovation to Research, account management and General management in different countries of Latin-America. His last assignment was as Managing Director of Carat Mexico and now he is currently the head of Catalyst & Digital for the Havas Media Group leading the digitization of the largest media operation in Latin america.

Santiago is also counselor of the IAB Mexico and has been a recognizable executive in the digital media market in Mexico for the last 4 years.

Interview with Santiago Duran

Portada: What do you love about the Latin American Marketing and Media space?

Santiago Duran: I love it’s diversity. The fact that I have been working on it for the last 14 years of my life and it has never stopped growing and evolving. In fact, that’s the reason why my job is never boring!

Portada: Why do you think you are qualified to talk about the Mexican market?

Santiago Duran: I actually don’t think I’m the most qualified for this task, I have been here for 4 and 1/2 years and the market is quite big. But I have been privileged to have an array of local and international clients operating in Mexico and that has given me perspective about this, some times quite unique market. Mexico ranges from the most traditional family business and large monopolies to some of the most sophisticated and competitive marketing and business players in the world.

Portada: Tells us a bit about your personal/professional background?

Santiago Duran: I came to work in media almost by coincidence. I’m a clinical psychologist that was working as a drama teacher 15 years ago. Then I had the uncanny opportunity to work with MPG Colombia as a strategist. From that moment on I fell in love with advertising, marketing and media. Today I’m a father of one with a Masters degree in Marketing, working in Digital Strategy full time for Havas Mexico the largest media operation in Latin America.

Learn more about crucial strategies from advertising and media luminaries targeting Latin American and Hispanic audiences. Book now for our Latam Advertising and Media Summit, a required event for any marketing professional.

Sylvain Chevalier, former CEO of Media Planning Group (MPG) in México, is the new CEO of Havas Media Group Mexico. Havas Media Group will include the Havas Media brands, which were formerly known as MPG Media Contacts, Arena, and Havas Sports & Entertainment. Havas Digital will be folded into Havas Media and Arena as part of the company’s digital integration strategy. Portada interviewed Chevalier and asked him about his views on the development of the Mexican digital media market, Havas panregional accounts and the development of Havas’ regional Mexican agency, Proximia.


Sylvain Chevalier
Sylvain Chevalier

Portada: What is the picture for media buying in Mexico in 2013?
Chevalier: “Ad spending goes hand in hand with the country’s economy. Commercial ad spending moves very elastically in relation to GDP, especially when it’s on the rise. With GDP at around 4.3%, we predict that ad spending will grow by about 6%.”

Portada: Which types of media are growing in Mexico and at a consistent pace during the last three years?
Chevalier: “Digital, as a result of the continued increase in Internet penetration and the number of broadband connections. Also online pay TV, as more households are using this service and there has been a particularly strong increase in penetration among middle-class homes. And radio. Digital is growing at rates above 30% in Mexico, driven by search, mobile and social media. While Mexico’s digital advertising share  in terms of overall advertising market share stands at 9%, other Western countries are at around 30%, so there is great potential to further develop this segment as we are at an early phase of the digital development curve. For 2013, we foresee significant growth, particularly in digital media.”


Portada: How is Proximia, the regional agency network in Mexico, doing?

Chevalier: “Havas Media has offices in seven cities: Mexico City, Monterrey, Guadalajara, Puebla, Queretaro, Merida, and Tijuana. Each office has a regional scope, which ensures national coverage in our service offerings and are driven by a team of professionals, in addition to knowledge and understanding of local idiosyncrasies. This know-how is undoubtedly an important support for brands seeking to develop and implement local strategies.”
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Office Depot and Mexico Board of Tourism are panregional accounts.

Portada: Do you create any campaigns for your clients that are aimed at the U.S. Hispanic market?
Chevalier:  “Indeed, we have developed some campaigns targeting the Hispanic market. One example is Volaris airlines, for which we’ve placed advertising in plazas near the U.S.-Mexico border.”

Portada: Does Havas Media service any accounts outside Mexico? In other words, do you make pan-regional ad buys?
Chevalier: “We offer these services to accounts such as Office Depot and the Mexico Board of Tourism.”
 

Portada: If Arena and Media Planning together exceeded competitor Group M in media buys by almost 20% in 2012, why does Havas have two separate media buying agencies (MPG and Arena)? Would it not be better to join them to have more purchasing power?
Chevalier: “The benefits in terms of negotiating and purchasing power are managed at the Havas Media Group level, which means that both Arena and Havas Media customers reap the benefits. The main advantage of having separate agencies is that we can provide services to customers who belong to the same category, ensuring dedicated teams and independent management of brands that could be direct competitors.”

Portada: Finally, how do you feel about your new position?
Chevalier: “I am greatly excited and motivated by this new responsibility. The group restructuring sets up a path that is in line with the development and pace of the industry, and allows us to fully integrate our client solutions, keeping digital at the heart of the business. I am sure 2013 will bring major challenges and we are increasingly better prepared for that as a company.”

Learn more about crucial strategies from advertising and media luminaries targeting Latin American and Hispanic audiences. Book now for our Latam Advertising and Media Summit, a required event for any marketing professional.

Cristina Parente, ejecutiva argentina que actualmente se desempeña como Directora General de Havas Media Argentina ha sido nombrada Directora General de Medios para Havas Media.

En su nuevo puesto, Parente se encargará de la gestión de medios de todas las marcas que integran Havas Media: Arena Media, MPG, Havas Digital, Havas Sports & Entertainment y Proximia.

Comenzará a trabajar en su nuevo puesto en marzo del 2012. Parente forma parte de la compañía desde el año 1998.

Cristina Parente has been promoted to General Media Director of Havas Media.

Parente will start working as General Media Director next March. She will handle all media negociations in Havas Media´s brands: Arena Media, MPG, Havas Digital, Havas Sports & Entertainment and Proximia.

Parente has worked for Havas Media Argentina as General Manager for the country. She has been working for the company since 1998.

Cristina Parente has been promoted to General Media Director of Havas Media.

Parente will start working as General Media Director next March. She will handle all media negociations in Havas Media´s brands: Arena Media, MPG, Havas Digital, Havas Sports & Entertainment and Proximia.

Parente has worked for Havas Media Argentina as General Manager for the country. She has been working for the company since 1998.

Hello, friends! Here I am again, with the highlights of the month: moves, international events and “gossip” that my industry friends share with me. What would I be without them?

PortadaLat – Eighth Edition

In the beginning of June, the eighth annual edition of PortadaLat, the event at which Portada brings together leaders in Latin American advertising and marketing. I missed it, but I heard that everyone was there: GroupM, Taboola, Nestlé, Facebook, OMD, MasterCard are just some of the companies that sent distinguished “speakers” (Of course, the list is longer. The complete list is here).

Everyone to Cannes

foto will smithFrom my control panel (well, really, from the social networks that I tend to use), I saw that there were a few digital industry presenters at the Cannes Film Festival. I saw that Fox, IMS, Teads and Headway were there, at least. They posted pictures of the event (including an interview by Edelman with Hollywood actor Will Smith, broadcasted live from the stage), and even photos of their trips through Monaco, Paris and Côte d’Azur in their free time. How glam.

Havas Mexico

agustina escuderoAt the end of May, a friend at Havas Mexico (whose name I won’t reveal) sent me a Facebook message: “I have a great one for your next number: Agustina Escudero, who was the Head of Programmatic at Affiperf, will be directing Mobexpara Mexico. This shows the importance that Havas will give mobile from now on.

Thank you for the info, Havas, and good luck, Agustina.

david fierroFrom Banamex to Banco Azteca

I’ve been told that David Fierro, VP of retail bank marketing at Banamex, will continue his professional career as director of marketing at Banco Azteca. Good luck, David!

Social Media Week Mexico

lore smw mxI was at the second annual edition of Social Media Week Mexico, at which Google, Audi, Coca-Cola, Instagram, LinkedIn and Twitter, among others, shared their experiences and lessons in the social media world. It was an intense week, and very inspirational. Thank you for the invite, Pau Cutuli!

Coca-Cola and Branded Journalism

At this Social Media Week Mexico, Coca-Cola spoke about a part of their content strategy. If you’re interested in learning a bit more about it, you can check out this link.

Telefe Launches an e-Commerce Store

It seems like Telefe, the Argentine TV channel, will launch its own e-commerce store with the objective of electronically commercializing products related to their content. An interesting twist in bringing TV branding online.

Did You Miss PortadaLat?

If you couldn’t attend the Portada event in Miami, don’t worry: you can access some of the interviews through this link and here you have pics and editorial coverage. Plus, we are already preparing for the Portada event in Mexico this October. I hope not to miss that one, since I love Mexico so much (and having fun with my industry friends, of course).

That’s all for now, friends. Keep me updated about your news!

What: Moen has selected Havas Chicago as its lead creative and media agency following a review handled by Cleveland-based Rojek Consulting Group.
Why it matters: Havas Chicago will handle creative, media, digital and content. Moen spent nearly US$13 million in measured media during the third quarter.

moen_twitter_logo_1__400x400Moen has tapped Havas Chicago as its lead creative and media agency following a review handled by Cleveland-based Rojek Consulting Group , Adage reports. Other agencies participating in the review were not disclosed. According to Havas, the brand aims to reinvent for a new generation: the brand’s emerging millennial and multicultural customer base. The Chicago-based agency will handle creative, media, digital and content.

The account was previously handled by The Martin Agency, which managed traditional creative, TV and print duties, and Critical Mass, which was responsible for digital creative and media.

Moen, a faucet manufacturer, spent nearly US$13 million in measured media during the third quarter and about US$16 million in 2014, according to Kantar Media.

“While several prequalified agencies were excellent choices for Moen’s consideration, the team from Havas Chicago demonstrated superior capability and insights, as well as deep appreciation for our company culture, ethos, and brand potential,” said Moen VP of global brand marketing Tim McDonough  in a statement.

 

Montserrat Santaella, International Promotion Manager at  Grupo Posadas, the  largest Mexican hotel company is the latest addition to our Foro Mexico de Publicidad y Medios tomorrow in Mexico City’s Hotel Presidente InterContinental. Other major speakers include Ricardo Rivera, Head of Marketing, Volaris, Eduardo Angulo, Marketing Director México, Unilever, and Edson Noyola, Director, Cerveza Victoria.

Grupo Posadas owns, leases, operates and manages 110 hotels and resorts for 6 different brands in 45 cities in Mexico and the United States. Mexico’s largest hotel company is expanding north of the border, aiming to open up to 10 luxury hotels over the next five years in U.S. cities with large Hispanic populations and ones that attract Latin travelers, The Wall Street Journal reported earlieCopy of foromex15-eblastr this year.
Santaella will participate in a session on how to market Mexican products and services on both a national and international level together with Edson Noyola, Brand Manager at Cerveza Victoria, Javier Chanfreau, CEO, Medula Network and Santiago Duran, Media Strategy Lead – Spanish LATAM, Google.

More details in the agenda.

Tickets are going fast!  Take advantage of the special online promotion (US $199 only!, it costs US$ 249 at the door).

Marketing and Media Stars participating in #PortadaMex include:

  • Ricardo Rivera, Head of Marketing, Volaris
  • Javier Chanfreau, CEO, Medula Network
  • Juliana Sarria, CSL of Strategy and Product, Arena
  • Saul Hernandez, Head of Digital Latin America, Mindshare
  • Eduardo Angulo, Marketing Director México, Unilever
  • Marine Garmrouguian, Head of programmatic Havas Media Group
  • Gustavo Rivera, Director de México, Emerging Markets YuMe
  • Santiago Duran, Media Strategy Lead – Spanish LATAM, Google
  • Edson Noyola, Director, Cerveza Victoria
  • Montserrat Santaella, International Promotion Manager, Grupo Posadas

Topics they will explore

  • 2016 Latin American Online Video Marketing Trends  (Breakfast sponsored by Yume)
  • Marketing to the new Mexican Woman. Marketing how-to’s and Insights from Unilever.
  • Social Ads: “Social Messaging” and how it should be marketed. Opportunities for brands and agencies.
  • México as a brand: Actionable Insights on how Mexican products and services should be marketed in Mexico and internationally.

More details in the agenda.

Tickets are going fast!  Take advantage of the special online promotion (US $199 only!).

Sponsors

Online Video Breakfast Sponsor
YuMe

Silver
Versy

Bronze
Medula

Exhibit Table
La Voz Media Group

To get information on how to participate in future editions of this important event, please call Bob Oliva al  1 (305) 546-1515 or e-mail him at bob@portada-online.com

Havas announced its Q1 2013 financial results. Organic growth decreased by 0.9%. Despite overall stagnation, Havas Latin American business was one of the positive highlights. Latin America had a by 3.8% organic growth rate.
David Jones, Global CEO Havas, said: “Business in North America slowed after outperforming the market
in Q4 2012, but emerging markets remain solid. Digital, media, advertising and healthcare
communication all made significant contributions to Group performance.”

Consolidated Group revenue for the 1st quarter of 2013 was €386 million compared with €387 million for Q1 2012, a slight decrease of -0.3% on an unadjusted basis.Organic growth in Q1 2013 was -0.9%, set against +3.5% for the same period in 2012.

The euro strengthened against the US dollar and GB pound in Q1 2013 as compared to Q1 2012, leading to a negative impact on revenue of almost €4 million.

Account Wins in Mexico and Brazil

Latin America reported good growth thanks to the digital and media businesses, and to strong growth in Mexico. This quarter Havas has won TV Azteca account in Mexico and the digital account of Ale Combustiveis in Brazil. Healthcare communications and advertising also made positive contributions, according to the company.

In North America, following a very strong Q4 2012 (+6.5%), the region posted negative growth (-3.9%) driven by high comparisons and certain one-off account losses from last year including Dell at Arnold, and Sprint and Exxon at Havas Worldwide. “Healthcare communications continued to outperform and deliver strong growth despite significant declines in Pfizer, as did media. We expect the impact of the one-off losses to tail off in Q2 2013”, said the company in a statement.

Arena Media is opening a Miami office. Maria Jose Ezquerra, previously client service Director at MPG International  in Miami, will lead the new office.

Arena Media is part of the Havas/MPG Group.  "This new regional hub is the result of the excellent development and growth which both Havas Miami and the network of Arena offices in Latin America  have had over the last years", Ezquerra said.

Arena Media has 13 offices: Barcelona, Bogotá, Buenos Aires, Lisboa, Londres, Madrid, México, Miami, Moscú, París, Santiago de Chile, Sevilla y Varsovia. Clients include Banco Santander, Walmar, Fox, Alpura,  Domino’s Pizza and  Starbucks.

Arena Media anunció la apertura de una nueva oficina en Miami como parte de su expansión internacional. La oficina estará a cargo de María José Ezquerra, que se desempeñaba como Directora de Servicios Internacionales en MPG Miami.

Con esta apertura, son 13 las oficinas de Arena Media: Barcelona, Bogotá, Buenos Aires, Lisboa, Londres, Madrid, México, Miami, Moscú, París, Santiago de Chile, Sevilla y Varsovia. Algunos de los clientes más importantes de la región son Banco Santander, Walmart, Fox, Alpura, Domino’s Pizza, Starbucks.

“Este hub regional es el resultado del excelente desempeño y crecimiento que tanto la oficina de Havas Miami como la red de Arena en Latam han tenido en los últimos años”, dijo María José Ezquerra.

Arena Media is opening a Miami office. Maria Jose Ezquerra, previously client service Director at MPG International  in Miami, will lead the new office.

Arena Media is part of the Havas/MPG Group.  "This new regional hub is the result of the excellent development and growth which both Havas Miami and the network of Arena offices in Latin America  have had over the last years", Ezquerra said.

Arena Media has 13 offices: Barcelona, Bogotá, Buenos Aires, Lisboa, Londres, Madrid, México, Miami, Moscú, París, Santiago de Chile, Sevilla y Varsovia. Clients include Banco Santander, Walmar, Fox, Alpura,  Domino’s Pizza and  Starbucks.

Major Latin American Brand and Agency Leaders will meet at Miami’s Hotel EAST on April 18-19. These executives are part of Portada’s powerful and exclusive Council System to be officially launched at Portada Miami on April 18-19.


Portada Council System members include:


Andres Amezquita,
 VP Commercial Excellence, Latin America Stanley Black & Decker
Peter Amaro, VP, Raine
Ricardo Arias Nath, CMO, PepsiCo Latin America
Anabela Bonuccelli, Managing Director, Havas Media Group
Natalie Bursztin, Marketing Director, Totto
José Camargo, E-Commerce Subdirector, Best Buy Mexico
Ricardo Casco, Global Sales and Integrated Marketing Strategies, Avis Budget Group
Pablo Chiozza
SVP USA, Canada & Caribbean, ‎Latam Airlines Group
Angel Carmona, Regional Marketing Manager, Wilson Latin Ameica
Yamile Elias, Director of Business Innovation & Marketing, Pepsico
Pablo Izquierdo Grandal, VP Client Services Latam, Havas Media Groupes
Angel de la Tijera, V. Top Accounts Commercial Head Mexico & Latin America, ‎American Express
Alan Duggan, ‎Regional VP Business Development ,The Americas, ‎Meliá Hotels
Ana Ferrel, SVP, Marketing and Corporate Communications, MasterCard
Marina Gunther, México Head of Trading, GroupM
Bruno Lambertini, CEO, Circus Marketing
Carlos Leal, Senior Marketing Manager, Latin America, Abbott Laboratories
Iker Palazuelos Atolini, Salomon Latam, Brand Manager
Tiago Pinto, Head of Gatorade – Latin America, PepsiCo
Alvaro Pereda
, Latam Deputy Head of Trading, GroupM
José Luis Pérez Rodríguez, Head, Marketing Performance, Volaris
Luis Perillo, VP, Sales & Marketing, Caribbean & Latin America, Hilton
Julian Porras, Chief Executive, Latin America Omnicom Media Group
Juan Manuel Romero, CEO, Metro International
José Maria Sanabría, CEO, GroupM Latin America
Jorge Serrano, Latam Head of Trading, GroupM
Jessica Soto, Miami Head of Trading, GroupM
Alvaro Valeriani, Regional Vice President Sales & Marketing Latin America & Caribbean, ‎Hyatt Hotels

 

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 silvina@portada-online.com.

For prior Sales Leads LatAm editions, click here.

  • Ryanair

Ryanair has started selling flights to the US and Latin America, as part of a partnership with Air Europa.  The airline’s CEO, Michael O’Leary, announced the move, which he said was a step towards Ryanair becoming the “Amazon of travel”.The flights will depart from Madrid and call at 20 destinations across the Americas, including Argentina, Brazil, Cuba, Mexico and the US.The new flight partnership will give Air Europa access to Ryanair’s 130 million odd customers.

 

 

 

  • Delta

Delta is expanding Delta Comfort+ fares to more markets. With this expansion, Delta will now offer Delta Comfort + as a fare to all destinations in the Asia-Pacific and Latin America/Caribbean regions, as well as the U.S. and Canada. Effective May 20, Delta will begin selling Delta Comfort+ as a fare for flights departing September 20, 2017, and beyond in the following travel regions:Between the U.S. and Canada and Brazil, Argentina, Peru and Chile, between the U.S. and Canada and China and Hong Kong, within the Asia-Pacific region, now including China and between Asia-Pacific region markets and Latin America / Caribbean markets, now including China, Hong Kong, Brazil, Argentina, Peru and Chile.

 

  • Havas LATAM

Havas LATAM has acquired Big Data analytics agency Intellignos, after taking a 40% stake in the company between 2012 and 2014.  With this move, Intellignos becomes part of Havas Group’s global data consulting agency DBi.  DBi will work with Havas LATAM clients to increase their revenues by driving meaningful connections with consumers through data intelligence and technology solutions, from data management to advanced analytics.Founded in 2007, Intellignos is headquartered in Miami with additional offices in Argentina, Chile, Colombia and Mexico.  The agency is LATAM’s leading consultancy firm and builds intellectual property to help the most challenging companies in the world improve their competitive situation through the creative and innovative use of Big Data.  Clients are major companies that use the Internet as an important source of revenue: Fox Latin America Channels, DirecTV, The Walt Disney Company, Mercado Libre, Telefonica-Movistar, Cencosud and UNICEF, and others.  Intellignos co-founder Juan Manuel Damia becomes DBi’s Head of Latin America.

 

  • Expedia

Expedia is opening Cuba hotel market for consumers. Expedia, Inc., the online travel company, announced that travelers can now book hotels in Cuba on its global points of sale, including Expedia.com, Hotels.com, Travelocity, Orbitz, and CheapTickets. Cuba continues to generate interest as a hot destination among travelers; its Ministry of Tourism reported more than four million foreign visitors in 2016.

 

 

  • 99POP

A Latin American competitor to Uber — 99 — has raised US$100 million from SoftBank of Japan to fuel growth, according to the Brazilian startup’s chief.SoftBank will become a minority shareholder in the privately held 99, as the ride-hailing service Didi Chuxing of China did when it backed the startup in January. SoftBank is also a major investor in Didi Chuxing.The transaction, puts another obstacle in Uber’s path to succeed in emerging markets.Fernandez said that 99 planned to use the new capital to expand its peer-to-peer ride offering, called 99POP, which it started in the fourth quarter of last year.

 

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • Aeromexico

Aeromexico will begin service from Seattle-Tacoma International Airport to Mexico City beginning November 1, 2017. The daily nonstop flight will be on a 160-seat Boeing 737-800 airplane and will feature Clase Premier, AM Plus, and coach seating. Aeromexico serves more than 80 cities on three continents, including 44 destinations in Mexico, 19 in the United States, 15 in Latin America, four in Canada, four in Europe, and three in Asia.

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

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Victor Lopez, Head of digital media at Havas, who will be participating in the session “Panregional Marketing Death Match on June 8 (Day 2)  at our upcoming PortadaLat conference in Miami  says that he is sensing “more optimism around panregional marketing this year.” Lopez also tells us that social and video have come to the forefront and shares his latest experience on  their use in marketing efforts.

Portada: You mention that while still challenging the Miami based panregional market is improving this year, can you please elaborate on that? What media and categories do you see growing?
V.L: “The region has had a couple of very challenging years. This year we are sensing more optimism in the region and it has been confirmed by increased budgets from clients who are willing to invest more because they too are anticipating growth. In terms of media, we see social as a solid growth area, video also continues to play a very important role for Latam campaigns.”

Portada: You mentioned also that Social has potential as a panregional (Miami based) marketing category, can you pls elaborate on that?
V.L: Our clients’ social campaigns have matured in scope and sophistication over the years, social has moved from just another tactic in the plan to being at the center of the strategy. With the expected growth in the region this year, Social will continue to play an important role. “

 With video we are seeing better performance with private deals on premium sites.

Portada: Has Havas used VR technology for its clients?  If so, please explain.
V.L: “Havas has proposed this to a couple of clients, but I think they are afraid of making users dizzy! No seriously, we have it as an offering and are aware of the many possibilities it can be used for. Another thing we are excited about are messenger chat bots, they add a one on one communication with users not seen since email marketing!”

The biggest shift in video is that clients are moving past pre-roll and outstream into more interactive formats.

Portada: What other innovative technologies have you used for video marketing lately?
V.L:”I prefer to use things that are “effective” vs. “innovative” , however, I think the biggest shift in video is that clients are moving past pre-roll and outstream into more interactive formats. In terms of branding objectives, with video we are seeing better performance with private deals on premium sites.”

 Clients may be afraid that VR makes user dizzy!

Portada: Can you talk about what new clients Havas has gotten over the last few months?
V.L: We have a lot of reasons to be excited for this year with new business, but I think the real story is in how our current clients are growing in different ways. We are seeing clients more willing to test new channels, formats and open to new ideas- that to me is as good as winning a pitch.”

PortadaLat Registration: We have added new Ticket Types to Meet Your Needs!

GENERAL PASS: Attend the overall PortadaLat event on June 7 and June 8. All sessions, keynotes, networking, food and beverage included! (US$549)
VIP ATTENDEE: Meet up to 5 high-level brand, agency or media executives of your choice attending or speaking PortadaLat. These 10-minute meetings will take place in a separate room during the first and second day of PortadaLat and are designed to help you build valuable relationships. General Pass offer is included. (US $ 1,999).
DAY 1: SPORTS AND TRAVEL MARKETING DAY (June 7):  
The first day of PortadaLat will focus on how technological innovation is impacting key segments of business and marketing with emphasis on Travel and Sports. All sessions, keynotes, and marketing-tech showcases are included as well as light food, sandwiches and beverages. (US $199)
DAY 2: BRAND INNOVATION DAY  (June 8)
The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included. (US$ 549!)
Secure your spot and start the PortadaLat journey!