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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.

  • LATAM Airlines Group

Interpublic Group announced that Graphene, a customized team of talent and resources from a range of Interpublic Group agencies, led by McCann Worldgroup and IPG Mediabrands, has been selected by LATAM Airlines Group to continue as its global marketing agency.Graphene has served LATAM since 2015 in 13 markets like Australia, Mexico, the United States and countries in South America and Europe, and the new multi-year assignment will cover all marketing needs from brand strategy and creativity, to digital marketing, performance, CRM and content development across all the airline group’s markets. The dedicated IPG team retained and expanded the relationship after a competitive pitch, which included multiple globally-integrated marketing firms.

  • Duracell 

Duracell has called a global review of its media planning and buying business.Publicis Media’s Starcom is the current incumbent.The review is being managed by ID Comms.

 

 

 

 

  • Clorox 

The Clorox Company, the consumer goods manufacturer, is tapping the power of brand purpose as it seeks to connect with consumers in Latin America, Warc has reported. Catalina Abadia, brand engagement lead at The Clorox Co., discussed this subject at the 2019 Festival of Media Latin America (FOMLA). According to Abadia, an important driver of success involves demonstrating how the organisation’s brands fulfil a core underlying mission.Cleanliness is a brand attribute that needs to be included in the Clorox messaging, according to Abadia.Marketing efforts that show “men and women together” taking joint responsibility for keeping – and thus enjoying – a clean house.A related case in point involves a campaign that ran in Argentina earlier this year that tackled this issue – and built on a tongue-in-cheek expression that whenever a man does domestic chores, he “deserves a monument”Building on this theme, Abadia suggested that programs of this type elevate Clorox’s brands from being just a product to having a clear purpose. 

For prior Sales Leads LatAm editions, click here.

  • Softbank Group Corp

Softbank Group Corp said its Latin American fund is investing 580 million reais (US$138 million) in e-commerce software provider VTEX, together with Brazilian funds Gavea Investimentos and Constellation Asset Management. VTEX provides e-commerce support in Latin America for clients including cosmetics brand Boticario, cellphone maker Motorola and appliance maker Electrolux.Its founder and CEO, Geraldo Thomaz, said in a statement that the proceeds will be used to expand research and development, including new artificial intelligence software for e-commerce.The investment is the latest in a series of bets on Latin American technology startups from Argentina to Mexico by SoftBank’s US$5 billion fund dedicated to the region.

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.

  • Delta & LATAM Airlines 

Delta and LATAM Airlines Group S.A. announced that they have entered into a strategic partnership that for the first time combines the strengths of the leading airlines in North and Latin America. Delta already has a partnership with AeroMexico.The strategic partnership will unlock new growth opportunities, building upon Delta’s and LATAM’s global footprint and joint ventures worldwide, including Delta’s existing partnership with Aeroméxico. With their complementary networks, Delta, LATAM and their partners will be able to offer access to a greatly expanded array of worldwide destinations. Delta will invest US$1.9 billion for a 20 percent stake in LATAM through a public tender offer at US$16 per share, to be funded principally with newly issued debt and available cash.Delta will also invest US$350 million to support the establishment of the strategic partnership.Delta will acquire four A350 aircraft from LATAM and has agreed to assume LATAM’s commitment to purchase 10 additional A350 aircraft to be delivered beginning in 2020 through 2025.Delta will be represented on LATAM’s Board of Directors, further strengthening the relationship. For LATAM, the transaction will improve free cash flow generation, reduce forecasted debt by over us$2 billion by 2025 and improve LATAM’s capital structure, enhancing its ability to execute its long-term strategy.

  • Goya Foods

Goya Foods, America’s largest Latino food company, donated 180,000 pounds of food to the people of Venezuela, and will continue its efforts to support and provide much-needed food during this difficult time.In collaboration with non-profits, charitable organizations and churches in Venezuela, and with the assistance of The White House and the office of Vice President Mike Pence, Goya has successfully been able to deliver truckloads of product from U.S. Goya facilities to Venezuela.  The donation of Goya Black Beans (Caraotas Negras), a Venezuelan staple, is part of Goya’s charitable arm, Goya Gives, a global initiative committed to promoting and supporting the overall well-being of communities through social responsibility, environmental initiatives, and company values.  Goya supports over 300 organizations, events, and scholarships worldwide and has always played an active role in providing food donations during times of crisis in the United States,
and worldwide.

  • Parfois

Portuguese women’s accessories brand Parfois takes a step forward in the Latin American market. .The brand will arrive at Colombia with Crystal Group, owner of brand like Gef, Punto Blanco, Baby Fresh and Galax, that is planning to open the first four stores of the chain before the end of the year.Crystal plans to launch the first four Parfois stores in Colombia before the end of 2019. Two of them will be located in Medellín and the other two in Bogotá, the capital of the country.Mexico and Peru cover the bulk of the chain’s network of stores in the region, although it also operates in Panama, Honduras, Venezuela, Guatemala, the Dominican Republic and Martinique.The region is one of the key markets of the Parfois expansion plan on a global scale, with which it expects to reach a revenue of 454.7 million dollars until 2020.Currently, Latin America generates 7% of the company’s total sales. Around the world, the company has a network of a thousand stores, a barrier that overcomed this month with an opening in Paris.

  • Genomma Lab 

Leading personal care producer, Genomma Lab Internacional, and nutrition and health specialists, UP International, enter an exclusive agreement to expand infant nutrition. UP International has granted Genomma Lab the exclusive license to market its´ Novamil and Novalac products in Mexico as it develops its presence in LatAm. 

 

 

 

 

  • Wyndham Hotels & Resorts

Wyndham Hotels & Resorts is stepping up its international development, looking to capture new demographics in new markets around the world.During the chain’s global conference being held here this week at Mandalay Bay, several regional leaders shared insights on where the company’s 20 brands have been growing, and where its next targets will be in the coming years.At the last global conference in spring 2018, Alejandro Moreno, president and managing director for Latin America, talked about plans to get Wyndham hotels into every main leisure destination across the region, where leisure visitors generate 80 percent of travel revenue. “We need to be there to welcome them,” he told the attendees. The company is maintaining its strategy for the region “because it’s working and successful,” Moreno said. Brazil, Mexico, Argentina and the Caribbean are top markets for Wyndham, but others are emerging. A Wyndham Garden is slated to open next year in Cartagena, Colombia, and Mexico will get its first Wyndham Grand around the same time. (The country has 54 Wyndham hotels already, Moreno noted.)

 

  • Mercado Livre Brazil

Latin American Payment App Mercado Pago Can Be Topped-Up With CryptoAtlanta-based blockchain payment provider Bitpay has announced the firm has partnered with Mercado Livre, one of the largest ecommerce providers in Latin America. The collaboration provides people with the ability to purchase Mercado Livre gift cards with cryptocurrencies such as bitcoin cash (BCH), and BTC.In certain areas throughout Latin America, cryptocurrency use continues to grow, especially in regions like Argentina, Colombia, Venezuela, and Brazil. Digital assets are used in South America for remittance purposes, to purchase goods, and to hedge against the deterioration of local fiat currencies. On September 25, Bitpay has revealed an alliance with the online retailer Mercado Livre and Mercado Pago wallets. This means people now have the option to buy Mercado Livre gift cards with a digital asset in order to use the credits on the ecommerce site. Users can also top up their Mercado Pago wallet through Bitpay and Vale Presente gift cards. Additionally, customers can redeem Mercado Livre gift cards using Bitpay’s in-app service as well.

 

For prior Sales Leads LatAm editions, click here.

What: Google Flights, with its dominant search engine positioning, has turned the competition for online airline ticket sales upside down.
Why it matters: Airlines are scrambling to keep up and compete in new ways in response to what Ernesto Echeverri, Director of Marketing for North America, the Caribbean & Asia for LATAM Airlines Group, says is Google Flights’ complete disruption of the business of directing consumers to the best flights online.

It isn’t easy to compete with Google. In fact, Google’s owner, Alphabet, Inc., finds itself under intense scrutiny by governments and regulators. In these instances, Institutions have accused Google and in some cases won court judgments for antitrust violations. Now, airlines are discovering Google’s entry into the online ticket advertising and sales market has both good and bad consequences.

First launched in 2011, Google’s airfare search tool has become a dominant player among travel booking sites. The San Francisco Chronicle’s Thrifty Traveler columnist Jared Kamrowski says Google Flights is “leaps and bounds better than any other flight searching tool.”Google Flights

“Google Flights is the most powerful flight search tool,” Kamrowski wrote in a recent column. “[It] should be your go-to flight search engine.”

A Matter of SEO

But the tool’s success is turning out to be a double-edged sword for airlines. Since it directs users to the best fares, brands have to compete harder —and spend more— for first-page search-engine results.

“No one else has as much access to online flights information as Google. That means Google can outperform any other online flight aggregator,” Ernesto Echeverri, director of marketing for North America, the Caribbean & Asia for LATAM Airlines Group, and a member of Portada’s Travel Marketing Board, told Portada. “It makes it a little bit uneven because they have a tremendous advantage.”

Google Flights is the most powerful flight search tool. It should be your go-to flight search engine.
Ernesto Echeverri

As a result, it makes it more difficult for brands like LATAM to ensure top positioning on search engine results, especially on mobile platforms where appearing on the first page is even harder due to the smaller screens on mobile.

To compete with Google Flights’ dominant positioning in search results, LATAM will have to spend more money on purchasing first-page positioning, increasing its digital advertising costs, Echeverry said.

Competing with Google

Portada typed the words “flight to Paris from Boston” into Google recently and the following results popped up:

The first four search engine results were paid positioning by companies including Expedia, Cheap Flights, and Opodo.com. Google Flights took the fifth spot, the first unpaid position.

“We see players like Kayak and Priceline or Expedia who are also struggling to remain relevant with Google Flights,” shared Echeverri. Competing with Google for first-page search results is going to cost LATAM more. “What I think is going to start happening is that this will start increasing my costs.

A Silver Lining

The consequences of Google Flights’ entry into online flight search haven’t been all bad, however.

Echeverri declared that LATAM ticket sales tied to searches on Google have increased as a result of Google Flights directing consumers to LATAM flights. “Google Fights is increasing our sales. The multiple is probably ten-fold per year in the category of metasearch.”

Google Flights’ dominance on Google search has also forced LATAM to compete harder for other ways to win customers, including making improvements to its mobile application, frequent flyer program, and CRM.

We see players like Kayak and Priceline or Expedia who are also struggling to remain relevant with Google Flights.

A Better Deal for Consumers

Another consequence of Google’s disruption of flight search has been the possibility to break down the geographic barriers that allow airlines to sell tickets on the same routes at different prices, based on the market where the ticket is purchased.

According to Echeverri, the same round trip ticket between Mexico and Chile may cost more or less, depending on whether the purchase is made, in Chile or Mexico.

LATAM faces tough competition against Google flightsGoogle’s massive database of online information means Google Flights looks at fares from all over the world, so consumers can find a cheaper price on the same route, depending on where they choose to pay. It’s great for the consumer, but it will force airlines to adopt single pricing. “It’s hard on the airlines that used to have geographic barriers to manage their markets,” Echeverri asserted.

As a company you can do two things: start crying right now, or start doing stuff. LATAM has started doing stuff.

Here to Stay

“As a company, you can do two things: start crying right now, or start doing stuff. LATAM has started doing stuff. You don’t want all your eggs in one basket,” Echeverri warns.

Google Flights is “dominant and they are leveraging that dominance, which is good in the short term,” but could produce consequences that will have to be examined over the long term, according to Echeverri. “Google Flights is here to stay.”

 

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.

  • LATAM airlines

Emirates airlines recently announced a codeshare deal with Brazil’s LATAM airlines. The new arrangement will apply to Brazilian domestic routes already serviced by Latin America’s largest carrier.Emirates passengers can now fly on the same itinerary to 17 Brazilian destinations from Rio de Janeiro and São Paulo.The agreement between Emirates and LATAM was announced on May 2nd. The new deal enhances the already-impressive destination portfolio of the Dubai-based airline. According to Emirates’s 2018-2019 performance report published in September 2018 the company’s global fabric covers 161 destinations in 85 countries.The Gulf airline already operates daily flights from Dubai to Sao Paulo and Rio. Both routes are serviced by the carrier’s A380s, although from June 1st this year a newly-refurbished Boeing 777-200LR will fly the Rio route.The Emirates codeshare destinations from São Paulo–Guarulhos International Airport include Curitiba (CWB), Florianópolis (FLN), Porto Alegre (POA), São Luiz (SLZ) and Manaus (MAO).Passengers will also be able to fly from Rio de Janeiro to Buenos Aires and Santiago de Chile from June 1st, according to Sam Bridge writing for Arabian Business.Chilean LATAM airlines group was formed by the merger of LAN Airlines and TAM Airlines in 2012. The airline group – Latin America’s biggest and one of the largest in the world – operates a colossal network of passenger and cargo services throughout Latin America and the rest of the world.

  • Avianca

Avianca Brazil suffered another severe blow. A couple of days ago, executives from Avianca Airlines – the “mother” company of the Colombian group also controlled by businessman Germán Efromovich – landed in São Paulo to design the new structure of the conglomerate after the increasingly likely demise of Avianca Brasil.The Colombians are already talking to Azul, Gol, and Latam regarding agreements to share flights within Brazilian territory.Sharing flights with Azul, Gol, and Latam will enable Brazilians to fly on a domestic route operated by competitors and then board an Avianca Airlines flight abroad, according to a source close to the negotiations.The Colombian company intends to sign these contracts by the second semester. Currently, all flights of the group in Brazil are shared with Avianca Brasil.The Colombian group also wants to build a commercial structure in Brazil for the sale of international tickets. Currently, the mother brand operates direct flights to Bogotá and Lima, running regularly.

  • Huawei

Huawei has relaunched its smartphone business in Brazil and maintained its plans to set up a local manufacturing operation following a strategic review.The Chinese company had folded its consumer division in the country in 2015 and made a comeback this week, with a flash sale of its two high-end devices, the P30 Pro and P30 lite.As opposed to how the company used to operate five years ago, where it would supply mobile carriers, where only a tenth of new devices are sold, Huawei has now partnered with major Brazilian retailers.Both models being sold in the flash sale today (17) are not part of the company’s plans for local production. Rather, the firm plans to make more basic options locally.At the time, the company also announced that it would partner with Brazilian consumer goods manufacturer Positivo , who would handle the import and sales aspects of the operation, as well as after sales and technical support for the Huawei products in Brazil, and potentially making them. Brazil is the fourth largest smartphone market in the world. 

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

  • HVS

HVS announced that the firm’s Mexico City practice has assumed responsibility for expanding the HVS presence across Latin America under the leadership of Richard Katzman. The HVS Mexico City office, established in 2007, holds a leading position in Mexico and across Central America for hospitality consulting and valuations. During the past year, it has expanded its presence and is active in projects from Colombia to Chile, leveraging the best practices established in Mexico across the Latin American region. HVS has conducted market and feasibility studies and appraisals for hotel assets in urban areas and resort destinations throughout Mexico; in addition, it has completed due diligence for IPOs for two hotel-specific FIBRAs (Mexico’s REIT-like investment vehicle) and has advised on development strategies for hotel chains and investors. The HVS Mexico City team also participates in the analysis of complex master-planned resort projects and urban mixed-use projects. HVS’s annual Hotel Investment Conference, HVS MexHIC, is broadly considered to be the best in Mexico.Richard Katzman, HVS Managing Director and Senior Partner, and Maxim Gomez, Senior Project Manager, of HVS Mexico City will be further expanding the HVS presence across Latin America.

  • SERVICIOS FINANCIEROS DIGITALES

A Latin American company SERVICIOS FINANCIEROS DIGITALES has signed an agreement with Wallet Factory for the supply of a mobile platform. The tech platform will allow SERVICIOS FINANCIEROS DIGITALES to launch a personal finance app Piggypay in Latin America. Piggypay is a mobile wallet app for micro-loans and payments. The app will target Latin American mass market to offer inclusive mobile micro-finance. The pilot launch of Piggypay is scheduled for August 2019.The app will allow users to receive a micro-loan, make payments, pay bills and transfer money. The user can apply for a micro-loan directly in the app. Piggypay will offer multiple micro-loan choices from various financial institutions. Users can pay for goods and services listed in the app or pay in-store with QR code. To use payment services the user links debit or credit card to the app. For a QR payment, the user scans the item or store code, and then enters the amount to be paid. The app allows to make money transfer from the card using the recipient’s phone number or by entering card details.

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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.

For prior Sales Leads LatAm editions, click here.

 

  • LATAM Airlines Group

LATAM Airlines Group, Latin America’s leading airline group with one of the largest route networks in the world, announced a yearlong collaboration with The Bucket List Family, a family of five, including three small children, who travel the world together documenting and sharing their adventures. The family will travel with LATAM Airlines throughout the South American region, checking off places from their bucket list with some of the most popular destinations in the region.In addition, LATAM is bridging a partnership between The Bucket List Family and TECHO, a nonprofit organization that seeks to overcome the poverty situation that millions of people live in across Latin America through the joint work of its inhabitants and young volunteers.During a yearlong adventure, LATAM will take the family to key destinations in South America to explore the variety of cultures, and via their partnership with TECHO, present the family with the opportunity to give back to the communities by collaborating with local leaders and share their efforts and accomplishments for building better communities.The Bucket List Family will begin its tour in March of 2019, running through 2020. They are expected to visit Chile, Argentina, Colombia and Peru.

 

 

  • DogHero

Brazilian pet care app, DogHero, has received a US$7 million from Rover. A U.S. pet-sitting marketplace named Rover led a US$7 million round for Brazilian pet care app, DogHero.As Rover’s international influence grows, it’s the first time the Seattle-based company invested not only in Brazil but also Latin America. Mexican VC firm, IGNIA Partners, also contributed in hopes of expanding service across the region.Known as the “Brazilian Airbnb for pet-sitting,” DogHero is a marketplace for pet owners based in Sao Paulo, Brazil. Over the last five years, DogHero has raised around US$13 million while securing a staff of 58. Approximately 800,000 pets plus 16,000 hosts and walkers belong to DogHero’s network. Today, the startup operates in 750 cities in Brazil, Argentina, plus Mexico.Rover is one of Seattle’s most valuable startups with 475 employees, new headquarters, as well as booming business in Europe and potentially Latin America.

 

  • Holiday Inn Express

IHG (InterContinental Hotels Group) announced the opening of the newly-built 116-room Holiday Inn Express Asunción Aviadores hotel located in the business and commercial district of Paraguay’s capital city. The property will be the first Holiday Inn Express hotel in Paraguay and the second IHG brand in the country, joining the Crowne Plaza Asunción.As IHG’s largest and fastest growing hotel brand globally, Holiday Inn Express currently has 85 properties located throughout Mexico, Latin America and the Caribbean. IHG has 239 hotels across all brands and more than 40,216 rooms throughout Mexico, Latin America and the Caribbean.

 

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

 

  • Banco Comafi

Buenos Aires-based Banco Comafi, an Argentine private capital bank, has appointed agency Midios as its new strategy and media planning agency.

 

 

 

 

 

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. 

  • Pepsi

Pepsi’s new global tag line “For the Love of It” will replace “Live For Now” in 100 countries (not including the U.S.).Throughout 2019, the new “For the love of it” visual identity and jingle will be brought to life through design-led packaging, out-of-home artwork, and commercials and digital content distinct to each of the brand’s offerings. According to Roberto Rios, senior vice president, marketing, global beverage group, PepsiCo, the campaign is a move at “celebrating” what the brand stands for – an icon rooted in entertainment. The soda brand launched a series of videos this week focusing on the drink’s bubbles, taste and refreshment and is working with Now United, a pop group put together by music veteran Simon Fuller, on a new jingle.New ads using the tagline are likely to air first in Latin America and Eastern Europe, Pepsi said.

 

  • Santander Chile & LATAM Airlines 

Banco Santander Chile has agreed with LATAM Airlines to renew and extend for 7 years the commercial and strategic alliance that they have maintained for 24 years and that will benefit more than one million customers included in the SANTANDER LATAM Pass program.Banco Santander Chile, the country’s largest bank, strengthens its commercial alliance with LATAM Airlines, the largest airline in Chile and Latin America, forming the fourth largest loyalty program in the world. The agreement will continue to contribute to the consolidation of the Bank’s leadership in the Chilean market.For 2019, it is estimated that Banco Santander clients will take over one million trips free of charge thanks to the SANTANDER LATAM Pass Program.

 

  • SC Johnson

SC Johnson is fulfilling a worldwide commitment made nearly 10 years ago by expanding its industry-leading global ingredient transparency program to Latin America and delivering transparency to consumers everywhere around the world who use its products. SC Johnson has led the industry toward greater transparency and continues to disclose beyond industry standards. The company has also led the charge with governmental bodies for positive reform of chemical management and disclosure. When the company first announced its ingredient transparency plan, regulations requiring ingredient disclosure did not exist. SC Johnson’s pioneering approach began in earnest in 2009, with ingredient disclosure programs launched in the U.S. and Canada. In 2016, the company’s European ingredient transparency program was unveiled at WhatsInsideSCJohnson.com. One year later, the Asia Pacific market was added to SC Johnson’s global ingredient transparency program. Latin America is the final piece of the puzzle.The 133-year-old company, which generates $10 billion in sales, employs approximately 13,000 people globally and sells products in virtually every country around the world.

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

  • Canopy LATAM

Canopy Growth Corporation, through its Latin American-focused subsidiary, Canopy LATAM Corporation, is proud to introduce Spectrum Cannabis Peru S.A.C. (“Spectrum Cannabis Peru”), the newest member of the growing global Spectrum Cannabis family. Spectrum Cannabis Peru will operate as part of the Canopy LATAM network and with Peru poised to introduce new regulations for the use of medical cannabis, this new in-market entity is uniquely positioned to support the opening of the Peruvian market while leveraging Canopy Growth’s global expertise in patient and physician education, as well as in medical cannabis production.This announcement directly supports Canopy Growth’s strategy of securing first mover advantage to realize the opportunities generated by evolving cannabis regulations across the region and the world.

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

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. 

 

  • LATAM Airlines

One of South America’s largest air carriers, LATAM Airlines, completed its first-ever direct flight from Latin America to Israel.The trip took place from the Chilean capital of Santiago via São Paulo/Guarulhos-Governador André Franco Montoro International Airport to Ben-Gurion International Airport outside of Tel Aviv. This is the sole direct route from Latin America to Israel, and will function once a day on Sundays, Tuesdays and Thursdays.From January to November of this year, Israel has experienced 146,000 tourists from Latin America—a 62 percent increase compared to 2016, according to Israel’s Tourism Ministry. Pablo Chiozza, SVP USA, Canada & Caribbean, LATAM Airlines Group is a member of Portada´s Travel Marketing Board.

 

 

  • W Hotels

W Hotels Worldwide, part of Marriott International, has announced the opening of W Costa Rica – Reserva Conchal, the first W hotel in the country.W Costa Rica is located within a 2,300-acre nature reserve just minutes from Tamarindo, an internationally-renowned surf spot that has earned a reputation among amateur and professional wave enthusiasts. With more than 75 hotels in 50+ destinations worldwide, W Hotels & Resorts offer luxury, boutique hotels with a unique focus on design, music and fashion.

 

 

 

  • Bodega Luigi Bosca/ L Catterton

Bodega Luigi Bosca | Familia Arizu, one of the oldest and most renowned wineries in Argentina, announced that it has received a significant strategic investment from the Latin American fund of L Catterton, the largest and most global consumer-focused private equity firm in the world. Through its investment, L Catterton will partner with the Arizu family to support the global growth of the winery’s iconic brands and their long-term vision to expand into the most important international markets. Terms of the transaction were not disclosed.Bodega Luigi Bosca will continue to be run and managed by the Arizu family, who have built and developed the prestige and preeminence the winery enjoys today.

 

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

 

  • Delta Air Lines

Delta Air Lines, strengthened by its deep ties with Aeromexico, is relaunching nonstop service between Minneapolis-St. Paul and Mexico City. The year-round, daily flight is slated to begin June 8. It marks Delta’s third announcement of a new international destination for Minneapolis-St. Paul International Airport this year. Delta flew between its Twin Cities hub and Mexico’s capital city several years ago, but didn’t have enough passengers to support the route and ceased service in August 2011. Since then, Delta and Aeromexico have formed a close joint venture — with Delta owning 49 percent of the Mexico-based carrier — which expands connecting traffic in both cities and increases the route’s chance of success.Aeromexico is the largest airline in Latin America and Mexico City’s Benito Juarez International Airport is the region’s busiest airport. MSP passengers connect there to 41 other destinations in Mexico and Latin America, MSP officials said.

  • Newell Brands

Newell Brands, a premier consumer goods company, has selected WPP as its communications partner for its portfolio of brands globally following a review. In January, WPP will launch Team Newell to accelerate Newell Brands’ growth globally. Geometry, Mindshare and Eicoff will add their respective expertise in shopper marketing, media investment management and direct response television to Team Newell. Additionally, the former Wunderman (now Wunderman Thompson) has been engaged on the client’s digital marketing work, and VMLY&R on social media. Those agencies join existing Newell agencies, BCW, Superunion and Wunderman Thompson as Team Newell. The team, which will be based in New York, will continue to be led by Eva Ruzicka.Omnicom’s PHD was the global media buying incumbent for the company’s Rubbermaid brand since 2013, and did not compete to defend. Newell’s domestic marketing spend was US$101.5 million in 2017, according to Kantar Media. Global spend this year will be about US$80 million.Newell Brands is a leading global consumer goods company with a strong portfolio of well-known brands, including Paper Mate®, Sharpie®, Dymo®, EXPO®, Parker®, Elmer’s®, Coleman®, Marmot®, Oster®, Sunbeam®, FoodSaver®,Mr. Coffee®, Graco®, Baby Jogger®, NUK®, Calphalon®, Rubbermaid®, Contigo®, First Alert®, and Yankee Candle®.

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

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. 

  • LATAM airlines

Chilean owned LATAM airlines has announced that it will operate three weekly flights between Montego Bay, Jamaica and its major hub in Lima, Peru starting July 1 next year. LATAM Airlines Group is Latin America’s largest airline group operating more than 1,200 flights per day and transports 67-million passengers per year. The airline has one of the largest route networks in the world, offering air services to around 140 destinations in 25 countries. LATAM has significant presence in six domestic markets in Latin America: Argentina, Brazil, Chile, Colombia, Ecuador and Peru.

 

 

  • Hilton

Hilton announced the opening of Hilton Guadalajara Midtown, the Hilton Hotels & Resorts brand’s second hotel in Guadalajara and eighth property in Mexico. This opening is also a celebrated addition to Hilton’s expanding portfolio in the country, where the company has more than 60 hotels across seven brands welcoming travelers. Situated in the heart of the city’s financial and business district, the 225-room vibrant hotel in Guadalajara features a swimming pool, fitness center, signature restaurant, two bars and more than 11,500 square feet of flexible event space.Conveniently located less than 12 miles from Guadalajara International Airport, Hilton Guadalajara Midtown offers travelers access to Plaza del Sol shopping center as well as neighboring markets and attractions such as Teatro Degollado, Lake Chapala and Expiatory Temple. Guests can also take the famed Tequila Tour by train from Guadalajara to Tequila Jalisco.

 

  • Univar

Univar Inc., a global chemical and ingredient distributor and provider of value-added services, announced the opening of a new sales center in Colombia, to expand Latin American reach. The new sales center brings additional product, market and technical expertise to the region and expands Univar’s overall presence in important growth markets.Univar will continue to expand the Colombian sales center through 2019 as the company looks to further strengthen its presence in the Latin American region.

 

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

 

  • Llao Llao

Argentinian exclusive resort Llao Llao, located in the city of Bariloche, has appointed  Socialive as its creative, digital and media agency.

 

 

 

 

 

  • Grupo Habita

The pioneer of boutique hotel design in Mexico, Grupo Habita, has partnered with the global hotel industry’s leading guest acquisition platform, SiteMinder, to capitalize on the rise of international tourists in the country.Grupo Habita, which launched at a time when Mexico City struggled to appeal to international leisure travelers, has brought leisure tourism into less-travelled destinations for almost two decades. The hotel group has amassed 12 lifestyle properties across Mexico, as well as two in the United States, and today says technology will allow it to continue innovating and tapping into new source markets.Mexico ranked as the sixth most visited country in the world in 2017, with 39.3 million international visitors. It is expected to achieve a new record in 2018, having attracted more than 30.5 million international visitors during the first nine months, which is up 6.8% based on year-on-year figures.Already, Grupo Habita is working on future must-see destinations, including the remodeling of a mansion in Puebla, Mexico, and new properties in both Los Angeles and Austin, Texas.

 

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

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. 

  • Puma

Puma has appointed Havas Media to handle its global media buying and planning business, as of the beginning of 2019. The appointment follows a global review.Puma spent an estimated US$300m on measured marketing globally last year, according to global consultancy R3.

 

 

 

 

 

  • LATAM Airlines Group

LATAM Airlines Group has announced that it will offer non-stop flights between Santiago and Quito, Ecuador, starting from April next year. The airline group will operate four non-stop flights per week using the latest generation Airbus A320neo aircraft, with capacity for 174 passengers. LATAM Airlines Group flight LA548 (Santiago-Quito) will depart from Santiago’s Arturo Merino Benitez airport on Monday, Wednesday, Friday and Sunday at 06:00, arriving in Quito at 09:00.The route will complement LATAM’s daily non-stop service between Santiago and Guayaquil, increasing its seat capacity between Chile and Ecuador by 72,500 seats annually, equivalent to 62 per cent growth. From Quito, LATAM offers domestic connections to Guayaquil, Cuenca and the Galapagos islands.

 

  • United Airlines

United Airlines this weekend inaugurated year-round, daily nonstop service between Chicago O’Hare and León, Guanajuato, Mexico. United is the only U.S. carrier to offer nonstop service between Chicago and León, providing convenient one-stop service for business and leisure customers from 42 cities across the U.S., Asia and Europe. Tickets are available for purchase on united.com.United has operated service to León for more than 25 years from its hub at Houston’s George Bush Intercontinental Airport.O’Hare International Airport (ORD) is United’s hometown hub and the sixth busiest airport in the world. United operates more flights out of ORD than any other airlines and occupies nearly 80,000 square meters of terminal space at the airport. From Chicago, United flies to 22 destinations in MexicoLatin America and the Caribbean.

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

  • FCCA

The Florida-Caribbean Cruise Association (FCCA), the trade association that represents the mutual interests between destinations and stakeholders in the Caribbean and Latin America and FCCA Member Lines, which operate 95 percent of global cruising capacity, is announcing that it has committed to a multi-year plan for its award-winning marketing campaign. Through the pledge, the FCCA will continue with its Caribbean Is Open / Caribbean for Everyone campaign, which began in September 2017 and has generated more than 5.77 billion impressions and shown a measurable improvement in Caribbean cruise bookings, while incorporating a tiered structure to open inclusion for more of the association’s partners in order to present a united front.New initiatives determined through collaboration by the FCCA and its partners will continue to use the campaign’s multifaceted approach to target both travel consumers and stakeholders, as well as the media.

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

 

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. 

  • Adidas

Adidas has consolidated its global media business. As part of the brand’s drive behind their 2020 ‘Creating the New’ strategy, Adidas will align all areas and territories and has appointed WPP’s MediaCom to execute the holistic approach from September 2018.After a competitive pitch,  MediaCom was selected as the agency to help Adidas and Reebok continue the momentum behind both brands and deliver a winning media approach. The combined brief will be executed across all platforms with a focus on innovation aligned to the brand’s strategic business plan; ‘Creating the New’.The areas of responsibility for the agency teams globally will include media planning, integrated media consultancy and buying, consumer insight and measurement. The two hubs for the global business will be London for Adidas and New York City for Reebok, with MediaCom staff also positioned around key focus locations for the brands across the world.

  • Latam Airlines Brazil

LATAM Airlines Group S.A announced that its consolidated affiliate TAM Linhas Aereas S.A. (“LATAM Airlines Brazil”), does not intend to renew or extend its operating agreement with Multiplus S.A., its loyalty coalition affiliate, after December 31, 2024. Concurrently, LATAM Airlines Brazil announced its intention to offer to acquire all of the common shares in Multiplus that LATAM’s affiliates do not currently own, and to subsequently de-list Multiplus from the B3 Novo Mercado in Brazil and cancel its registration.The acquisition of Multiplus and its full integration into LATAM’s network will, together with LATAM Pass, create what LATAM estimates will be the fourth largest frequent flyer and loyalty program in the world (measured by member base), and will cement the LATAM Group’s relationship with 21.1 million members at Multiplus. Multiplus members’ points and redemption benefits will remain intact, and Multiplus’s commercial partners will benefit from enhanced customer acquisition, retention and share of wallet.

  • Pizza Hut

Yum Brands hopes its new alliance with Telepizza, which was closed last May, will further expand its Pizza Hut brand internationally and that refocusing on a primarily delivery-based store model will help drive sales for the pizza chain. Pizza Hut’s agreement with Telepizza will position the combined companies as the largest pizza chain across Latin America and the Caribbean. The partnership calls for Telepizza to open at least 1,300 new stores over the next 10 years and a minimum of 2,550 stores total over the next 20 years, said David Gibbs, Yum Brands president and CFO, on a Yum Brands earnings call Aug. 2.

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

  • Hampton by Hilton

Hampton by Hilton, the global hotel brand known for its commitment to authentic service and great value, celebrates its Middle East debut with the opening of Hampton by Hilton Dubai Airport, marking the largest property in Hampton’s global portfolio. The opening of Hampton by Hilton Dubai Airport reinforces the brand’s commitment to international growth, driven by concerted efforts in China and Latin America, while deepening its reach in the U.S. and Europe. The opening bolsters Hampton’s international footprint of more than 2,380 hotels in 22 countries and territories. With the largest pipeline in the brand’s history and in the Hilton enterprise with 620 planned hotels, Hampton is positioned for successful, rapid and steady growth in its target markets. Hampton recently opened its first hotel in Kazakhstan, and soon will enter into Argentina, Chile and France, with continued expansion in China, where it is the fastest growing international hospitality brand in the country.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

What: We talked to brilliant members of Portada’s Council System to find out where they think the industry of marketing is heading in the immediate future.
Why it matters: In view of the accelerated pace at which the industry is evolving, companies need to get ready for what is coming in marketing.

The Age of Mobility

It is undeniable that we are living in an era of unprecedented change. Consumers have fully moved to digital and social media, and new technologies boost this transition. More personalized and targeted ad formats help create deeper engagement between brands and consumers,  and data is the main ingredient that allows companies to understand new opportunities.

As a new study on the State of the Media Industry by Ooyala states, “[Audiences] are now used to finding video content wherever and whenever they are looking for it, so mobile isn’t a novelty anymore— it’s the expectation.” Now, companies need to make sure to keep up with the consumer, and not the other way around. The Ooyala study found that mobile video and social video consumption are rising steadily; brands and media companies need to devote more effort to targeting consumers on those media.  “It’s about getting better targeting for the right consumer at the right time in their lives, that’s a big part of it,” says Rafael Lopez-de-Azua, Head of Media and Digital – Latam, Coty. “There’s always question marks specifically about how good is the data and the accuracy of that data, but there are really good solutions for the U.S. Hispanic market.”

Data, an Unavoidable Beacon

Recently, companies have begun to accept that the incorporation of new technologies and data-specialized teams is inescapable. Data-driven technologies like AI, Blockchain, and connected home and voice technologies are changing forever the way consumers relate to media and products, to the point that new realities are merging with ours.

“I guess not only the marketing but the whole world is going towards data, data, data,” comments Pablo Chiozza, SVP USA, Canada & Caribbean at Latam Airlines. “Nowadays no one runs a marketing campaign, no one launches a product if it’s not supported by hard data, so I guess in the present and the future, all the actions we’re taking are based on data, data, data, so it’s all about how you prepare, not only to gather data but then to read data and to take the most information out of it.”

Challenges of the Media Industry in the Near Future

“One of the biggest challenges we face nowadays is the fact that the old media hasn’t been brought up to speed in terms of data, and what I’d like to see is more integration,” shares Ana Lucía Soto, National Media Manager at JCPenney. “Some of the linear channels like radio and TV that have been continuing this challenge over the years with having data that’s actionable in the same time and manner as digital, I would like to see that come together so that we can deliver media plans in the time that we’re planning them.”

There’s always going to be the need for that human touch that highlights culture; that’s something that machines cannot do and it’s 100% human.

But when asked if she thinks this process could lose touch with humanity, Ana L. Soto explains that automated processes will never take away the human factor. “There’s always gonna be the need to have somebody addressing the human issues and even though things are getting more automated and data is present all around us, I feel like there’s always going to be the need for that human touch that will highlight the culture,” she says. “That’s something that machines cannot do and that’s 100% human. I think there’s always going to be a need to evolve with the times and to catch up with technology, but there’ll always be room for the human factor.”

 

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.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

For prior Sales Leads LatAm editions, click here. 

  • LATAM Airlines

LATAM Airlines, the largest air transport group in Latin America, would be looking to create a new low-cost airline, amid the boom in flights in that segment.LATAM has been pressured by the entry into the market of “low cost” firms but had ruled out joining the model, despite applying certain of its rules on domestic flights.The newspaper El Mercurio said that LATAM entered on March 23 a letter of intent to create an aviation company before the General Directorate of Civil Aviation (DGAC), without providing details of the content.When asked about it, the airline told the newspaper that they are always “evaluating alternatives for the development of air transport in the region.”With this, LATAM -which is currently undergoing a strike by the union of crew members of a subsidiary- would enter to compete with the local Sky Airline and Jetsmart, of the American fund Indigo Partners.The group, with headquarters in Santiago, has operating units in Argentina, Brazil, Chile, Colombia, Ecuador, Paraguay, and Peru.

 

  • Molinos Río de la Plata

Molinos Río de la Plata has expanded its agreement with Havas Group by designating Arena Media its’ media agency of record, Adlatina has reported. As of this month, Arena Media will be in charge of the strategy , media planning and buying for the company’s entire portfolio of brands including Lucchetti, Matarazzo, Gallo, Granja del Sol and Nieto Senetiner, among others.including Lucchetti, Matarazzo, Gallo, Granja del Sol and Nieto Senetiner, among others.

 

 

 

 

  • P&G

The Procter & Gamble Company announced it has signed an agreement to acquire the Consumer Health business of Merck KGaA, Darmstadt, Germany, for a purchase price of approximately 3.4 billion euro(US$4.2 billion), giving it vitamin brands such as Seven Seas and greater exposure to Latin American and Asian markets.This acquisition enables P&G to expand its successful consumer health care business by adding a fast-growing portfolio of differentiated, physician-supported brands across a broad geographic footprint. It also provides P&G with strong health care commercial and supply capabilities, deep technical mastery and proven consumer health care leadership that will complement P&G’s existing consumer Health Care capabilities and brands such as Vicks, Metamucil, Pepto-Bismol, Crest and Oral-B.

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

  • Avianca

Avianca, the flag carrier of Colombia, has announced that it will be landing in Germany on November 17.The company will operate five times per week from Munich to Bogota, Colombia’s capital city, and it will offer the opportunity to connect the Bavarian city with more than 20 destinations in Colombia and more than 60 in Latin America.

 

 

 

 

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.

 

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. 

  • LATAM Airlines Group 

LATAM Airlines Group has revealed plans to serve Tel Aviv, Israel.The flight will be operated by LATAM Airlines from Santiago with a stop in São Paulo (SCL-GRU-TLV), subject to regulatory approval.The new flight will operate with three frequencies per week from the end of 2018, offering connections throughout Latin America.In October, the airline group announced three new international destinations: Rome (Italy), Lisbon (Portugal) and Boston (United States).With the four new routes, the airline group will offer flights to 144 destinations in 27 countries.LATAM Airlines Group is one of Latin America’s leading airline group, offering air services to around 140 destinations in 25 countries, and is present in six domestic markets in Latin America: Argentina, Brazil, Chile, Colombia, Ecuador and Peru, in addition to its international operations in Latin America, Europe, the United States, the Caribbean, Oceania and Africa.

  • Oberoi Group

Grupo GDI closed an exclusive agreement with the Oberoi Group of India to develop the Oberoi Hotels & Resorts in the US, Canada, Mexico, Latin America and the Caribbean.This partnership with Grupo GDI will allow the Oberoi Hotels to make its debut in the Americas and expand the global reach of its hotels. Grupo GDI has already secured the sites for the first two Oberoi properties and a formal announcement with more details is anticipated by early 2018. Grupo GDI will handle all aspects of real estate ownership and development while the Oberoi Group will be responsible for branding and management. GDI estimates to invest approximately US$100 million in each of these two properties.The Oberoi Group, founded in 1934, operates more than twenty luxury hotels across the world under the luxury ‘The Oberoi’ brand.

 

  • World Airways

World Airways, a defunct airline that is mostly remembered as a Pan Am spin-off carrier, is being brought back to operational status by a group of American investors. According to a news report published by Bloomberg, World Airways will be revived as a discount airline that will fly Boeing 787aircraft to Asian and South American destinations.The new incarnation of World Airways will compete against Latin American airlines that have recently entered the budget airfare arena; however, these are carriers that have not given up on giving passenger perks despite the low ticket prices.

 

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.

 

  • Goya Foods

Goya Foods, one of the largest Hispanic-owned food company in the United States, expands its North American Processing Center in Brookshire, Texas by adding 324,000 square feet of production warehouse, distribution warehouse, production office and auxiliary buildings. The expansion of this facility will help reach new consumers and strengthen the Goya brand throughout the United States and internationally including Latin America, the Caribbean, Europe, Africa, and Asia. The company produces more than 2,500 high-quality, affordable food products from the Caribbean, Mexico, Spain, Central and South America.

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.

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. 

  • Marriott

American multinational hospitality Company Marriott International, Inc. is launching a review of its global media planning and buying business. This is the Company’s first formal media review since 2011 when it awarded MEC the assignment. Recently, MEC merged with agency Maxus to become Wavemaker. Sources said that Wavemaker would participate. Last year, Marriott merged with Starwood Hotels to become the world’s largest hotel company. Marriott International is headquartered in Bethesda, Maryland, in the Washington, DC metropolitan area.It has more than 5700 properties in over 110 countries and territories around the worldMarriott spent over US$232 million on ads in the U.S. in 2016 according to Kantar Media.

 

  • LATAM

LATAM Airlines Group announced its plans today to offer three new international routes in 2018 –Boston (United States), Rome (Italy), and Lisbon (Portugal) – all to its São Paulo/Guarulhos hub in Brazil, increasing connectivity from North America and Europe to Latin America.The city of Boston will be the sixth addition to LATAM’s offer in the United States. São Paulo is the most populated city in the southern hemisphere with over 12 million inhabitants. LATAM plans to offer flights from Boston Logan International Airport by mid-2018 – subject to regulatory approval – with more detail to be communicated in the coming months.Starting on March 16, 2018, LATAM Airlines Brazil will operate the route with Boeing 767 aircraft, offering 191 seats in Economy and 30 seats in Premium Business. There will be three weekly flights (increasing to five weekly flights in July 2018) from São Paulo to Rome, which will become the group’s second destination in Italy, after Milan.Tickets are now available at latam.com and other LATAM sales channels. (Check out our interview with Pablo Chiozza, Sr. VP USA, Canada & Caribbean, ‎Latam Airlines Group.)

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.

  • Campbell

The Campbell Soup Company has put its’ global media planning and buying account in review, Adweek reports. Incumbent agency is WPP and GroupM agency MEC which has held both U.S. and global media since 2006. Prior to that MEC was Campbell’s U.S. media agency beginning in 1999. Campbell spent some US$165 million on U.S. measured media in 2016, according to Kantar Media.

 

 

 

 

 

  • Emirates

Emirates marks its 10th year of service to Brazil this month, having carried over 2 million passengers since its first flight to Brazil in October 2007. The number of passengers carried annually in Emirates’ first year of operations – over 26,000 in 2007—has grown to over 288,000 passengers in 2016. In 2012, Emirates expanded its presence in Brazil by adding a daily service between Dubai and Rio de Janeiro. Underlining its commitment to the Brazilian market, Emirates started to operate the first-ever scheduled commercial Airbus A380 flight to South America in March this year. The most traveled destinations from Brazilian passengers over the last few years have been Dubai, Bangkok, Shanghai, Tokyo and Hong Kong.Emirates SkyCargo has also played an important role in connecting Brazil to the world, carrying more than 25,000 tons of imported cargo and more than 11,000 tons of exported cargo between Dubai and Brazil since 2007.Emirates currently serves two Brazil gateways with services to Dubai from Sao Paulo, operated by the A380, and Rio de Janeiro, operated by the Boeing 777-300ER. Passengers can also fly to Buenos Aires on board the Boeing 777-300ER from Rio de Janeiro.In October 2016, Emirates announced a codeshare and frequent flyer programme partnership with GOL Linhas Aéreas Inteligentes S.A (“GOL”) allowing customers to purchase connecting flights on both airlines.

 

  • IHG®

IHG® (InterContinental Hotels Group) announces the opening of the newly-built 140-room and 12 suites Holiday Inn Express® & Suites León – Aeropuerto hotel. Located just five minutes from Bajio International Airport, both business and leisure travelers will appreciate the location of the newest Holiday Inn Express property in Mexico.The hotel joins four other IHG properties open in city: Holiday Inn® León hotel, Crowne® Plaza León hotel, Holiday Inn León Convention Center hotel and Holiday Inn Hotel & Suites León Plaza Mayor hotel.  This new hotel, located at Carretera 45 Silao –León Km. 156, Col. Nuevo Mexico, Silao, Guanajuato, is near multiple industrial parks including Puerto Interior, Castro del Río and Fipasi, which are home to automotive companies such as General Motors, Ford and Volkswagen.

 

 

  • Holiday Inn Goiânia

IHG, (InterContinental Hotels Group) also announced the opening of the new-build 209-room Holiday Inn Goiânia hotel. This is IHG’s eighth Holiday Inn property in Brazil and the first IHG hotel in the Midwestern city of Goiânia, located about 130 miles from Brasilia, the nation’s capital. The new hotel is centrally situated near the city’s main thoroughfares and is in walking distance to the ‘Feira do Sol’ and ‘Feira da Lua’, banks, the Bougainville Shopping mall and local parks.

 

 

 

 

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.

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. 

  • AB InBev

Brewing giant AB InBev has named Dentsu Aegis Network’s Vizeum as its new agency for the U.S. and Canada following a global media planning and buying review that had kicked off back in March. US incumbent MediaCom has been awarded Mexico and parts of Latin America.Strategic consulting firm MediaLink and media auditor Mediapath assisted with the review process, which was led by the brewer’s global marketing team, based in New York. MediaCom was assigned AB InBev’s media account in Argentina, México, Chile, Uruguay, Bolivia, Paraguay, Puerto Rico, Panamá, El Salvador, Honduras, Guatemala, Dominican Republic & The Caribbean.  AB InBev main brands in the region are Corona, Quilmes, Brahma, Presidente, Pilsen, Paceña and Pilsener. The account will be handled through three main hubs, based in Mexico, Argentina and the Dominican Republic.

 

 

  • LATAM Airlines Group

LATAM Airlines Group has inaugurated its non-stop service between Santiago, Chile and Melbourne, Australia.The carrier becomes the only airline to connect Latin America with the Victorian capital.The westbound flight (Santiago-Melbourne) is over 11,000 km long and will last 15 hours, making it the longest flight in LATAM’s history.The company will operate three flights per week between the two cities.LATAM currently operates seven flights per week from Santiago to Sydney (via Auckland, New Zealand). Each year, LATAM transports approximately 190,000 passengers between Latin America and Asia-Pacific.With the new service, LATAM estimates that it will transport an additional 77,000 passengers between the two continents each 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.

 

 

  • Finca Flichman

Mídios, the media agency led by Héctor González, has been chosen by Finca Flichman to work on the development of its communication strategies and media planning.

 

 

 

 

 

  • SKYY VODKA

The San Francisco based drink is looking to position the Brand in the Brazilian market with the launch of the first part of its’ latest campaign. The spot and the OOH pieces were created by Artplan. Mark up developed activations and Purple Cow, the digital strategy. Outdoor media pieces are present in San Pablo, Recife, Salvador and Campinas squares.Vice Brasil participated in the project with branded content. SKYY vodka is produced by the Campari America division of Campari Group of Milan, Italy, formerly Skyy Spirits LLC.

 

 

 

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.

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. 

  • Carlsberg Group

Danish brewery group Carlsberg Group has tapped IPG Mediabrands media shop Initiative to handle its global media planning and buying following a competitive pitch.The brands previously worked with Omnicom-owned OMD. The appointment will be effective January 2018. The account is believed to be more than US$100 million globally.

 

 

 

  • Hilton

Hilton has announced the expansion of its Latin American footprint with new deals signed in Central America. Now, Hilton boasts a pipeline of nine hotels across five countries in Central America. These nine projects will deliver approximately 1,300 Hilton guest rooms in Central America, representing more than 10 per cent of the company’s pipeline of approximately 11,300 rooms in Latin America – where Hilton has more than 70 properties under development. The addition of these hotels in Central America will also have a positive impact on employment, representing an estimated 1,000 jobs. The additional properties include: Mahogany Bay Resort & Beach Club, Curio Collection by Hilton, Gran Hotel Costa Rica, Curio Collection by Hilton, Botanika Osa Peninsula, Curio Collection by Hilton, DoubleTree by Hilton Hotel San Jose La Sabana, Hilton Garden Inn Santa Ana, Hampton Inn by Hilton San Jose La Sabana, Hilton Garden Inn Tegucigalpa, Hampton Inn by Hilton David. Hilton currently has a portfolio of more than 100 hotels and resorts open and welcoming travelers in Latin America, with 14 in Central America.

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.

  • LATAM

LATAM, the airline that resulted from the merger of TAM from Brazil and LAN from Chile in 2012, is developing into the most respected airline in the Americas and is set to dominate South America. By 2020, this airline expects to be the most dominant in the continent, and it intends to achieve this position with a plan concocted in 2015. LATAM was conceived in 2015 and has become since then the largest airline in Latin America with 46,000 employees operating subsidiaries in Argentina, Brazil, Chile, Colombia, Ecuador, and Peru. LATAM’s modern fleet is made up of more than 300 state-of-the-art Boeing and Airbus jets. In 2016, the airline’s profits jumped 10% to US$568 million with a margin of 6% after streamlining its operations post merger.Since LATAM operates across South America and the Caribbean, most of its flights are international routes.

 

  • Grupo Campari

Grupo Campari, italian alcoholic and non-alcoholic beverages producer, has chosen WPP’s agency team for its’ communication. The group has a portfolio of more than 50 premium brands, including Aperol, Appleton Estate, Campari, SKYY, Wild Turkey and Grand Marnier, and has selected WPP’s agencies as its’ global partner for marketing and communication services. The agreement includes advertising, PR, media investment, digital, data management, research, live communication and branding services, both internationally and locally. The Campari team will be based in Milan offices, near Grupo Campari headquarters, allowing each brand to access WWP communication and marketing services around the world.

 

  • Aeromexico

Earlier this year Aeromexico and Delta became the official airlines sponsors of the Mexican National Football Team – and now Mexico’s flag carrier has made the decision to be a sponsor for World Travel Awards Latin America Ceremony.Mexico’s global airline serves more than 90 destinations in Mexico, the United States, Canada, Central & South America and Europe, as well as being the only airline in Latin America to offer customers regular and direct flights to Asia.The eagerly anticipated Latin America Ceremony 2017 will take place at the Hard Rock Hotel Riviera Maya on September 9th.World Travel Awards Ceremonies are widely regarded as the best networking opportunities in the travel industry, attended by government and industry leaders, luminaries and international print and broadcast media.

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.

@CarlsbergGroup@HiltonHotels @InitiativeWW @LATAMAirlines@GruppoCampari @Aeromexico

Join us at PORTADA Mexico!

More than 50 speakers will take the stage next Wednesday and Thursday (June 7-8) in Miami at PortadaLat. The #PortadaLat agenda has been uniquely curated to provide marketing, media and tech executives with the tools and insights needed to thrive in today’s fast-paced market. We have interviewed some of PortadaLat Top Speakers. They are leading executives from MasterCard, Trivago, Visa, Pepsi, LatAm Airlines and Havas Media. Check out what some #PortadaLat speakers have to say and get ready to get to know them in person!

MasterCard’s Patricio Rubalcaba: “LatAm has a Higher Penetration of Smartphones than Credit Cards”

Rubalcaba provided detailed and in-depth answers to our questions about the development of the Latin American e-commerce and payment sectors.

 

 

 

Victor Lopez, Head of Digital at Havas, on the Panregional Market, Video and More.., 

Victor Lopez, Head of digital media at Havas, 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.

Trivago’s Jon Eichelberger: “We have to Make a Good Job Impressing Travelers as Switching Costs are very Low”

We talked to Jon Eichelberger, Regional Head, Americas Trivago, in this pre-event interview about the very competitive travel market, particularly as it relates to Spanish-speaking audiences throughout the Americas.

Andres Polo to Present Visa’s New Sports Marketing Strategy at PortadaLat

Andres Polo, VP Digital Marketing at Visa for Latin America, will provide a presentation on how Visa targets the Latin American Millennial consumer through sports content.

PepsiCo’s Ricardo Arias-Nath: “I Constantly See Proofs that a Good Narrative Can Make a Pale Story Colorful.”

Pepsico’s Latin America Beverages Chief Marketing Officer Ricardo Arias Nath will speak about “How Innovation shapes PepsiCo’s Latin American marketing strategy.” We interviewed Arias Nath who answered several questions about PepsiCo’s approach to Latin American marketing.

Pablo Chiozza of Latam Airlines: “Our New Low-Cost Strategy Will Translate into Fare Decreases of Up to 40%”

Portada interviewed Chiozza to ask him about Latam’s new low-cost strategy, the use of marketing tech to acquire new customers and more.

#PortadaLat is next week! 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 offering 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 $199)
DAY 2: BRAND INNOVATION DAY (June 8)
The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included. (US$ 449!)
Secure your spot and start the PortadaLat journey!

Travel Marketing is going to play an important role at our ninth annual  PortadaLat conference next month in Miami. Pablo Chiozza, Sr. VP USA, Canada & Caribbean, ‎Latam Airlines Group will be one  the many major executives present at PortadaLat. Portada interviewed Chiozza to ask him about Latam’s new low-cost strategy, the use of marketing tech to acquire new customers and more.

Subscribe to Portada Travel Marketing Updates!

Portada: We understand that you recently launched and implemented a  low cost airline strategy. Can you please explain?

Pablo Chiozza, Sr. VP USA, Canada & Caribbean, ‎Latam Airlines Group: “We are switching to a different business model in our Domestic Operations. Remember we operate domestic in the following countries: Argentina, Brasil, Chile, Colombia, Ecuador and Peru. We started with the buy on board (BOB) project. This is the first initiative of the new domestic business model. “Mercado Latam” will offer passengers a new on-board purchase concept with more and better food options -some with local flavor- allowing each passenger to discover, choose and create their on-board experience. Mercado Latam has been implemented in Colombia, Peru and Chile so far and will be implemented in Argentina, Ecuador and Brasil this year.  We are also introducing Branded Fares and unbundling different attributes like luggage, seat selection and others, allowing the passengers to choose their fare according to the type of trip they are doing, paying only for what they need. This will translate in fare decreases of up to 40%.”

Portada: How are  you marketing this strategy to your prospect customers in the U.S. Canada and the Caribbean? (including your media plan)

P.C:  SVP ‎Latam Airlines Group:“The U.S . and Canadian markets are used to this type of product, it has been a local reality for quite a long time. Passengers will benefit from lower prices since they will be able to cater their product according to their needs. We have an important percentage of our sales via www.latam.com, and all the information about the new business model and each fare attribute is well described. Information will be also available in the GDS’s and we are email contacting our BBDD with all the relevant information.”

Portada: Why didn’t you go for the ultra low-cost segment (e.g. Spirit and Ryan Air)?

P.C:  SVP ‎Latam Airlines Group.: “Our business model is different. On top of the Domestic flights we currently operate Long Haul flights between South America and US, Europe and Australia. We also operate Regional flights within South America. This makes our value proposition different. We operate wide and narrow body aircrafts, etc. Our Corporate passengers use our entire network and we are keen on covering all of their needs in our flights. There is also an unveiled opportunity to increase domestic traffics in the Region. There is a huge gap when compared to more mature markets like US and Europe. This is the gap we are trying to fill with the new business model.”

Digital Technology is the base for our customer acquisition strategy in the U.S. We target all customers across the purchase funnel, from those who are in the early and “dreaming” stage to those who are ready to travel and seeking for the correct flight and fare.

How do you use marketing technology to acquire new customers?

P.C:  SVP ‎Latam Airlines Group.: “Digital Technology is the base for our customer acquisition strategy in the US. We target all customers across the purchase funnel, from those who are in the early and “dreaming” stage to those who are ready to travel and seeking for the correct flight and fare. Digital Marketing has allowed us to know what our passengers are looking for, which destinations, which dates, price ranges, etc, and with all this data we are able to reach them with correct and relevant information maximizing each contact with them.”

In the U.S., the word  “Latam” is also used to refer to the Latin American region. We are leveraging on this fact relating our brand to the Region and positioning ourselves as the experts and best option to fly to and within the Region.

Portada: What role does “Latin America as a concept” play in LatAm’s marketing strategy?

P.C:  SVP ‎Latam Airlines Group.:” Latam is the new brand for the merger of Lan and Tam airlines. In the U.S .Latam is also used to refer to the Region (Latin America). We are leveraging on this fact relating our brand to the Region and positioning ourselves as the experts and best option to fly to and within the Region.”

Portada: What do you think are the key features of a successful marketer in the Travel sector?

P.C:  SVP ‎Latam Airlines Group.: “In a nutshell a successful marketer should be able to know who their market (current and potential) is. What are their different needs according to where they stand in the purchase funnel and be able to drive and convert those passengers down the funnel poking them with the correct value proposition.”

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 offering 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!

 

What: Ricardo Arias-Nath, Chief Marketing Officer at PepsiCo Beverages, Latin America will present the keynote speech at Portada’s 9th Annual PortadaLat Conference. Additional thought leaders have been added to a star-studded speaker roster they include Pablo Chiozza, ‎Sr. VP USA, Canada & Caribbean, ‎Latam Airlines Group, Jon Eichelberger, Head of Americas, Trivago, and Stephanie da Costa, Associate Media Director, Crispin Porter Bogusky.
Why it matters: Arias-Nath leads consumer strategy, creative and communications for iconic brands such as Pepsi, 7UP, Gatorade, Tropicana, Naked, RTD Lipton and RTD Starbucks.

MWnv5mzs_400x400Ricardo Arias-Nath, Chief Marketing Officer at PepsiCo Beverages, Latin America will present the Day 2  (June 8) keynote speech at Portada’s 8th Annual PortadaLat Conference to take place on June 7-8, in Miami.

The PepsiCo Beverages, Latin America CMO will share his view from the top and discussing how his company is entering into new territories in brand innovation to engage the Latin American consumer. Arias-Nath will also highlight the role of content marketing in Pepsico’s Latin American marketing strategy. Additional speakers that were recently added to the star-studded speaker roster are:
Pablo Chiozza, Sr. VP USA, Canada & Caribbean, ‎Latam Airlines Group,
Jon Eichelberger, Head of Americas, Trivago,
Stephanie da Costa, Associate Media Director, Crispin Porter Bogusky

“We are thrilled to announce that PepsiCo Beverages, Latin America’s Ricardo Arias-Nath is keynoting the second day of our eighth annual PortadaLat conference,” says Marcos Baer, publisher of Portada. “Attendees from all over Latin America and the U.S. will profit from Arias-Nath’s insight on new territories in brand innovation to engage the consumer,” Baer adds.  In its eighth annual edition, the 2017 PortadaLat Conference will be a two-day event connecting a unique set of decision makers and thought leaders in one place to share insights, brainstorm solutions and debate the future of marketing technology, digital platforms, brand marketing and more.

REGISTRATION: We have added new passes designed 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$5449)

 

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 offering 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!

 

Agenda Highlights for PortadaLat 2017

Check out the full agenda here!
Top-notch marketers and game changers from all over the U.S. and Latin America will provide key-insights on topics including:

  • Leveraging travel-related content for multicultural and Hispanic audiences presented by Trivago
  • KEYNOTE: Gary Milner, Director, Global Digital Marketing at Lenovo presents 10 keys to digital success and provides insight on: Why programmatic is at the crux of modern marketing, DMPs as effective tools for Millennial targeting, How the marketing tech industry can improve ad transparency
  • THE HOTEL OF THE FUTURE: How innovators are using the latest technology to shape the hotel of the future through VR, the IoT, and connected experiences.
  • HOSPITALITY MARKETING: Three major hotel brands share insight on how the hotel of the future will impact the hospitality business’s marketing priorities.
  • HOW TECH IS REDEFINING LUXURY AND TRAVEL SERVICES: Personalizing customer experience, Segmentation: How to cater to demographics with different tastes, Is virtual reality a game changer? How successful tech partnerships can add substantial value to your business
  • MARKETING TECH INNOVATOR SHOWCASE: The programmatic and connected TV revolutions
  • SPORTS CONTENT: A key driver to connect with Latin Audiences
  • E-COMMERCE AND BRAND INNOVATION: E-Commerce Acceleration Plans
  • MARKETING THE MIAMI BRAND: Leading professionals from Miami’s five main industries discuss their customer experience and marketing goals

Confirmed Thought Leaders at PortadaLat 2017:

Ricardo Arias-Nath, Chief Marketing Officer, Latin America, PepsiCo Beverages
– Gary Milner, Director, Global Digital Marketing, Lenovo
– Luis Perillo, VP, Sales & Marketing, Caribbean & Latin America, Hilton
– Diana Plazas, VP of Brand, Marketing and Digital, Marriott
Ricardo Pérez Baez, Global Marketing Communications Director, Grupo Bimbo
– Montserrat Santaella, Senior Marketing Manager, Grupo Posadas
 Rafael Lopez de Azua, Head of Media & Digital LATAM, Coty Inc.
– Carlos Espindola, E-Hub Manager, Latin America, 3M
– Diahann Smith, Multicultural Marketing Manager, Florida Dairy Farmers
– Mariana Vázquez, Digital Marketing Manager, Nestlé
– Ed Carias, Sr. Brand Manager, el Jimador Tequila – North American Region, Brown-Forman
– Felix Palau, VP – Tecate, Heineken

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.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Jennifer Chan  347-840-1311 or e-mail her at jennifer@portada-online.comSEE A DEMO OF THE DIRECTORY!

Click here for previous Latam Sales Leads editions

 

  • Samsung

descarga (1)Leo Burnett Tailor Made has won Samsung regional media account. The account was being handled by Starcom, the agency network that is also part of Publicis Groupe. LBTM already worked as creative hub for the region.

 

  • Olympic Games – Rio 2016 

e_X0eFk8_400x400In the midst of a political and economic crises, Brazil is getting ready for Olympic sports. Six marketers are paying a total of US$420 million (US$70 million each) to sponsor dominant broadcaster TV Globo’s coverage of the games. About 96 million Brazilians watch Globo every day, according to Adage. The network has been bombarding its audience with content and ads for the last year with the aim of building an Olympic spirit under the slogan “Somos Todos Olimpicos” (“We’re All Olympians.”)The six sponsors, Coca-Cola, Procter & Gamble, Fiat, Nestle, Bradesco bank and wireless provider Claro, are paying for an Olympics package that includes ads and mentions on TV and Globo.com,.Globo also created the Gold Team, a group of 10 Brazilian gold medalists who have been in training for two years to be TV presenters. And Globo developed a virtual table that uses augmented reality to recreate key moments from Olympic contests so commentators can explain tactics and strategy.In adition, Dentsu-owned Rio agency NBS and Posterscopeinvented mosquito-killing billboards. The panels attract mosquitos within a 2.5 mile range by emitting the scent of human sweat and respiration and using fluorescent lights. Once trapped, the mosquitos die of dehydration.

  • LATAM Airlines

nLATAM Airlines Group revealed its new aircraft design at simultaneous launch events in countries where the group operates.In addition to the new image of LATAM aircraft, the company presented a number of other changes that will be visible from May onwards, including new uniforms, airport signage and counter design as well as a consolidated website (www.latam.com).The first flight of a LATAM-branded aircraft, a Boeing 767, will depart from Rio de Janeiro on 1 May on a one-off journey to Geneva to collect the Olympic torch.  The specially prepared aircraft will then return on 3 May to Brasilia, the starting place of the Rio 2016 Olympic Torch Relay between more than 300 Brazilian cities.On 5 May, the first three commercial flights of aircraft with the new LATAM image will operate the following routes: São Paulo-Santiago; Santiago-Lima and São Paulo-Brasilia.More than 50 aircraft are anticipated to be rebranded before the end of 2016 and the fleet-wide process is expected to be finalized in 2018.  From 5 May, LATAM’s evolution will also become visible in 13 airports. Changes will range from new-look check-in counters and VIP lounges to rebranded boarding passes and screen displays.

  • Aeromexico

NMZvH2-T_400x400Aeromexico, Mexico’s global airline, was present at the 2016 edition of the Tianguis Turístico travel trade show where it announced its newest routes and flights to further enhance its domestic and international connectivity network.As a symbol of Aeromexico’s commitment to its customers in the State of Jalisco, Goytortua noted that on June 1st, the carrier will start to serve the Cancun market with nonstop flights on board its modern AM Contigo AM B737-800 aircraft with 174 passenger seats, connecting passengers to its domestic and international destinations from cities like Fresno, Los Angeles, Sacramento, and Mexicali, among others. Customers will also be able to continue on their journey to Havana in Cuba from Cancun.     He also announced that on July 1st, the carrier will start to serve the Guadalajara-Mérida route with a daily nonstop flight operated with Embraer 190 aircraft with 99 passenger seats, connecting to Chicago, Ontario, San Francisco, and Tijuana, among other destinations in Mexico and the United States.

  • Starwood

VzPFKJX8_400x400Starwood Hotels & Resorts Worldwide, Inc.®  announced that its Aloft brand will soon debut in Peru, with two new properties in Lima. Aloft Lima Miraflores and Aloft Lima Costa Verde are set to open in 2018. Both hotels are owned by and managed by Libertador, one the leading hotel groups in Peru. Grupo Libertador also owns and manages three Starwood hotels under The Luxury Collection brand in Cusco, Urubamba and Paracas and The Westin Lima Hotel & Convention Center.Aloft is Starwood’s fastest growing brand with 100 hotels in 16 countries now open and the company’s second largest pipeline in hotels.