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

To subscribe to Portada’s Interactive Database of Marketers targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads LatAm editions, click here.

  • Midea

descargaMidea, a global leader in air conditioning and appliances, present in more than 150 countries, will invest US $30 million in expanding its business to Latin and Central America. The operation’s headquarters will be in Miami, where the the project is officially being launched today  ,January 23, at the Pullman Hotel. The company, with worlwide revenues of over US $ 22 billion and, more than 20 factories and 124 thousand employees, aims to reach a key area for its global expansion strategy, Latin America and the Caribbean, which in 2016 only, had a volume of 12 million units sold.Currently, Midea is present in the region in Brazil, Argentina and Chile, through the joint venture with American Carrier. Midea will market air conditioners; heaters, fans and humidifiers; water heaters; complete kitchen line; small appliances; vacuum cleaners and laundry line. The products will be produced in factories in China and Brazil.

  • Marriott Inc.

mmmmMarriott International has selected JeffreyGroup as its PR AOR in Latin America after a competitive pitch that began in mid-October in which five firms participated. Budget information was not disclosed.The agency will manage corporate and brand communications for Marriott International and its 20 hotel brands in the region. It will also support Marriott on press trips, events, influencer management, and property-focused initiatives.The agency’s pan-regional team in Miami will be leading the account work, and its offices in Mexico and Brazil are providing full-time support.Marriott operates more than 200 properties in 33 countries and territories in Latin America, with plans to grow that to close to 300 by 2020.In September, Marriott acquired Starwood Hotels & Resorts Worldwide and its 11 brands including St. Regis, W Hotels, Westin, and Sheraton for US$13.6 billion. Other JeffreyGroup clients include Airbus, American Airlines, Johnson & Johnson, and Sony. Mediaedge (MEC( is Marriott’s LatinAmerican media agency.

  • Merck

merck_consumer_healthcareMerck’s Consumer Healthcare division has appointed Publicis Media’s Starcom as its global media agency following a competitive pitch. The agency will take full responsibility for the division’s brands across all the markets in which it operates including Neurobion, Bion3, Nasivin, Seven Seas, DoloNeurobion and Femibion. Recently, Starcom won Mars global media planning business while Mediavest|Spark won KFC’s and MTV’s US media accounts.

 

 

 

 

 

 

  •  Telecom

descarga-1GroupM’s Mindshare Argentina has been appointed Grupo Telecom media agency of record following a competitive pitch that began last November. Mindshare wilMindshare will start working immediately for the telecommunications company, which until now was working with Quiroga Medios for its’ media business.

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.

  • Meliá Hotels

descarga-3Meliá Hotels International will be launching its Gran Meliá luxury brand in Brazil this March with the official opening of Gran Meliá Nacional Rio.Located in Rio de Janeiro’s most exclusive neighbourhood, São Conrado, the hotel will be the brand’s flagship property and will open its doors following extensive renovations to its original structure.Meliá Hotels International already has 17 hotels in the country’s top tourist destinations, including Angra dos Reis and São Paulo, with three new hotels set to open in 2018.

 

 

  • Hard Rock

descarga-2Hard Rock International announced plans to bring the Hard Rock Hotels experience to Costa Rica with the all-inclusive Hard Rock Hotel Papagayo, Costa Rica. Hard Rock, in collaboration with Sunwing Travel Group, is set to open Costa Rica’s first Hard Rock Hotel by early 2019. With Hard Rock and Sunwing Travel Group’s shared vision of providing authentic experiences in word-class destinations, this new partnership paves the way for potential collaborations in both the Caribbean and 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.

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

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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • Merck

NY73209LOGO-aBack in April, Merck ($MRK) rolled out its America’s Diabetes Challenge: Get to Your Goals campaign, aimed at persuading patients to do what it takes to keep their blood sugar in check. Now, the brand has a new-but-similar campaign launching but it focus on the Hispanic community affected by the disease.To get its message across to the demographic, Merck has teamed up with celebrity chef and cookbook author Leticia Moreinos Schwartz. Schwartz will visit select cities to cook diabetes-friendly Latin recipes and encourage Hispanics to set and attain blood sugar level targets. Surprisingly enough, it’s among the few pharma efforts aimed at the key Latino market.Merck is going where other pharma brands haven’t gone much lately as few marketing campaigns have been aimed directly at the Hispanic population in general. Visit CuidaTuDiabetesCuidaTuCorazon.com for more information about Chef Leticia’s story, Cuida tu Diabetes, Cuida tu Corazon, and bilingual resources for people with type 2 diabetes.

  • California Milk Processor Board

descarga (2)The California Milk Processor Board (CMPB), creators of got milk? and Toma Leche, is launching a new advertising campaign highlighting how a person’s future self is determined by the nutritional choices of starting with milk.Goodby Silverstein & Partners (GSP), originators of the got milk? tagline, and Grupo Gallegos (GG), creators of toma leche, have worked in a close partnership, to co-create work designed to appeal to all Californians, regardless of ethnicity. Personnel from both agencies worked side by side under the direction of GG Chief Strategy & Engagement Officer Andrew Delbridge and GSP Co-Chairman Jeff Goodby. The campaign includes two commercials, each in both English and SpanishThe television spots, titled “Champion” and “Brave”, both show how a glass of milk can change a life. The new effort will also include radio and digital installations. Click Below to view the two TV spots:

https://www.youtube.com/watch?v=WedIvlc8hnw

  • PREMIOS TU MUNDO’

imagesTelemundo has announced the 2014 ‘PREMIOS TU MUNDO’ sponsors. Allstate, Volkswagen of America, L’Oreal Paris and Hennessy as returning sponsors of “Premios Tu Mundo” (Your World Awards. )Additionally,the third-annual celebration of U.S. Latin pop culture will be sponsored by Walmart, Colgate Optic White and Bud Light. The event, to be simulcast on Telemundo and mun2, will feature electrifying live musical performances by Juanes, Alexis & Fido, Yandel, El General Gadiel, Olga Tañon, Elvis Crespo, David Bisbal, Gabriel Coronel, La Ley, Lucero, Gerardo Ortiz, Natalia Jimenez and Los Tucanes de Tijuana on Thursday, August 21, at 8PM/7c from the American Airlines Arena in Miami, Florida. Hosted by novela stars Gaby Espino and Aarón Díaz, the annual awards show combines the power of television, web, mobile and social media platforms to give fans the final say in celebrating everything that moves and inspires them.

  • Chevrolet

images (1)Chevrolet has partnered with Manchester United to have each first team player walk onto the pitch wearing a shirt with the name of their mascot on the back. A young Latina, Jasmine, served as the first mascot for the match. The opportunity to be a mascot is part of Chevrolet’s “What Do You #PlayFor?” campaign to bring football fans closer to the sport and spread the power of play around the world. Each child’s story is featured at www.ChevroletFC.com.To celebrate its new, seven-year Manchester United shirt sponsorship, Chevrolet is inviting fans around the world to upload photos of themselves wearing a digital version of the new shirt at www.ChevroletFC.com. Chevrolet also recently released a video onwww.ChevroletFC.com featuring Manchester United players, legends and fans paying homage to the history of the club’s shirts that has attracted more than 10 million views.

  • Audi

images (2)Audi is returning with a campaign starring Fred Armisen that will run on NBCUniversal networks NBC, USA and E!.The campaign is designed to highlight the Audi Q3 crossover and drive tune in to the Emmy award show, which airs on NBC Monday, Aug. 25.Three spots use the theme “life is more interesting when you go off script” and utilize the ability of Emmy-nominated Armisen, who appears on both NBC’s Late Night with Seth Meyers and IFC’s Portlandia, to improvise characters. Krysten Ritter, J.B. Smoove and Norm Macdonald have appearances in the campaign.The spots also appear on NBCU digital outlets and use the hashtag #Offscript to generate social media activity.

  • Braun

descarga (3)In partnership with Procter & Gamble Co.’s , Braun will launch the “FaceGreatness” campaign this fall , featuring Seattle Seahawks quarterback Russell Wilson The campaign from Barefoot Proximity, Cincinnati, broke Aug. 7 with an online video and print ad in USA Today, but will also include more print advertising in ESPN the Magazine in September and a prime-time TV ad on Thanksgiving, when Mr. Wilson’s Seahawks play their archrivals, the San Francisco 49ers. P&G also “has access” to Mr. Wilson’s social -media followings on Facebook, Twitter and Instagram.

  • Lincoln Motor

descarga (4)Ford Motor’s The Lincoln Motor Company division has selected actor Matthew McConaughey for a multi-year partnership that makes him the brand’s spokesperson. The effort for the MKC, which starts at around US $33,995, is via director Nicolas Winding Refn (“Drive”) created a storyline for him around the MKC. The company says the actor does “unscripted moments” as part of his pitch to entice viewers to experience the MKC. Two years ago Lincoln made big moves to distance itself from Ford, including creating a new ad agency, Hudson Rouge, from Team Detroit, but in New York. As part of the product expansion, the company launched the MKZ midsize sedan.

  • McDonald’s/Kraft

descarga (5)From 2015 onwards, the packaged coffee will be marketed through grocery, mass merchandise, club and drug stores nationwide, Ad Age reports. And the rollout will be supported by an integrated marketing campaign that will include TV, digital and social, along with sampling at various locations across the country. McDonald’s says it is not ready to discuss the details of the campaign and no agency has yet be selected, but it does hope that the rollout will draw more attention to the coffee brand, which it serves at its restaurants.

  • Sprint

images (3)Sprint Business, a new brand encompassing Sprint’s b-to-b products and services, is rolling out an integrated ad campaign this month to introduce the new business and show how it helps companies keep their employees engaged.The multi-million dollar campaign, with the tagline, “For companies with people in them,” was created by Sprint’s agency of record Velocity Partners, London. It launched earlier this month with TV, print and online ads, and new print ads are rolling out next week.The new campaign showcases employees, not products.One TV ad, called “I Work for Them,”  is running on cable networks, on the Sprint Business website and other websites. A new print ad rolling out next week shows millennials on their way to work, with a headline reading, “They doubled your sales in a year.”Print ads are running in national business publications . Online ads are running on sites including Fast Co., Fox Business and Huffington Post. TV ads are running on national cable networks.

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

Merck’s Hispanic advertising activity next year is going to be more focused on target selection, Ajoy C. Mahtab, Group Product Director at McNeil Consumer tells Portada. That strategy probably will include more online advertising. This year Merck advertised in publications such as Selecciones, Readers Digest and Men’s Health en espanol.

McNeil Consumer on its part is going to continue advertising in broadcast, as it gets cheaper CPMs for that type of media. One of the main brands McNeil Consumer is pushing is Tylenol, which also has a Spanish-language website.

According to the American Heart Association (AHA), Hispanics are 36% less likely than non-Hispanics to have their heart conditions properly controlled. As a result, pharmaceutical giant Merck/Schering-Plough is launching a campaign to raise awareness for their anti-cholesterol drug Vitorin.

And according to the data, Hispanics want this information in Spanish. According to the AHA:

.79% of Hispanics  would like to see more pharmaceutical ads on Spanish-language television.

.70% say that pharmaceutical ads would be more helpful in Spanish than English.

.69% prefer to speak Spanish when consulting with their doctor.

An educational, grassroots public relations effort in partnership with Hispanic community organizations will complement the campaign to raise awareness about where cholesterol comes from, food and family health history.  Additionally, on-line Spanish-language resources, including www.vytorin.com/español and phones staffed with Spanish-speaking representatives, are available.

The direct-to-consumer campaign will also feature full page print advertisements.

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. 

  • Lactalis

Zenith has won the global pitch for the consolidated media business of dairy products corporation Lactalis. Zenith has been appointed Master Agency Partner, commanding 75% of Lactalis’ markets.The win sees Zenith retain all its existing markets in EMEA, APAC and Lat Am and take on 11 new ones, including Canada, UK and USA. Lactalis is a global leader within the dairy industry, with leading local dairy brands in each of its markets. The group is the number one cheese manufacturer in the world and the European leader in milk consumption, butter and cream.As Master Agency Partner, Zenith will have lead media communications responsibility, with global coordination run from Zenith’s HQ in London. Zenith will now work with Lactalis both centrally and locally to deliver against the company’s growth targets.

  • Luxottica

Milan-based eyewear brand Luxottica has awarded its global media account to Zenith, following a competitive pitch.The business was previously held by OMD, which won the global account in 2012. Luxottica owns brands including Ray-Ban and Oakley, as well as making frames for the likes of Chanel, Prada, Giorgio Armani, Burberry, Versace and Dolce & Gabbana.

 

 

 

  • Viva Air Group

Boxever, the market-leading personalisation platform, announced its partnership with Viva Air, Latin America’s leading low-cost airline will use Boxever’s Customer Data Platform and next-generation decisioning engine to help centralise its data and drive personalised experiences for its customers.The partnership comes at a time of growth and expansion for Viva Air. The airline has been in business for six years, transporting more than 16.8 million customers across Colombia and Peru. Recently the low-cost carrier opened the first innovation laboratory in the aviation and tourism sector in Latin America – Viva Air Labs which is dedicated to advancing aviation technology through partnerships with universities, government entities and local tech companies.

 

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.

  • P&G

Procter & Gamble (P&G) has completed its acquisition of Merck KGaA’s Consumer Health business, in a move to help boost its flagging sales prospects.As part of the US$4.2 billion deal, Merck KGaA’s Consumer Health president & CEO Uta Kemmerich-Keil will join P&G as leader of P&G Personal Healthcare International, an organisation encompassing the newly combined OTC healthcare businesses in Europe, Latin America, and Asia/EMEA. The deal provides the US firm with several faster-growing brands such as Seven Seas and Neurobion, as well as greater exposure in the Latin American and Asian markets.

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.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Jacqueline Bracamontes, an important figure of Latin American television, has signed a multi-project long-term deal with Telemundo to include hosting and her return to acting. She will host the new primetime sports and entertainment show “Viva el Mundial y Más”, and will be joined by Karim Mendiburu of “Titulares y Más.”

 

 

 

 

Veteran programming executive Suzanne Scott was named CEO of Fox News. She has been with Fox News since its launch in 1996, and now she will be the first female chief executive the unit has ever had.

 

 

 

 

 

Campbell Soup chief executive officer Denise Morrison is retiring from her role, which she’s held since 2011. Her retirement is effective immediately. Keith McLoughlin, a member of the company’s board since 2016, has been named interim chief executive.

 

 

 

 

AdMarketplace, the search advertising technology company, appointed Ariff Quli as its new Chief Revenue Officer (CRO). Quli brings extensive industry experience to adMarketplace’s sales and marketing teams and a proven track record of driving growth.

 

 

 

 

Kris Magel is leaving IPG Mediabrands’ Initiative for a role at Dentsu Aegis Network. Magel was shifted into the role of East Coast president over a year ago to handle accounts such as Merck, Dr Pepper Snapple Group, Arby’s and Papa John’s.

 

 

 

 

Arc Worldwide has named Elizabeth Harris chief strategy officer, North America. In her role, she will join the executive leadership team, reporting to Soche Picard, chief executive officer, Arc Worldwide North America.

 

 

 

 

Lisa De Bonis, one of the founding partners of Work Club, which was acquired by Havas in 2014, has left to take a managing director role at Accenture. She will focus on strategic accounts and on scaling Accenture Interactive’s creative futures offer.

 

 

 

 

Manny Ruiz, who founded Hispanicize Media Group, is stepping down to start a new business venture. “I am encouraged that the original Hispanicize partners will remain to scale the company in collaboration with our CEO Joe Uva, a very capable management team and a dedicated board of directors,” says Ruiz. “Although I will not be day to day at HMG, I am not fully leaving the company.”

 

 

 

Huge has announced seven new executive roles in the wake of co-founder Aaron Shapiro’s departure earlier this year. He stepped aside in March and appointed Michael Koziol as CEO. The new additions are (L to R): Gela Fridman, president, technology; Derek Fridman, chief design officer; Michael Horn, chief data officer; Holly Mason, president, Brooklyn; Jason Musante, chief creative officer; Alexandra Lutz, chief strategy officer; and Thomas Prommer, president, platform strategy.

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.

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)
MFO PIC2 8.10.16Maria Fernanda Ordoñez has been appointed VP Group Partner, Portfolio Management at Coca-Cola Connections Studio at UM in New York City. Ordoñez’s new position is a VP Partner Integrated Planning role working on the Coke trademark brands including Coke, Coke Zero and Coke Life.Prior to her new role at Coca Cola Connections, Ordoñez worked as SVP Media Director, Identity, IPG/Media Brands, where she worked on different accounts including Merck, USPS, Exxon Mobile focusing on media planning across multiple channels.

 

AAEAAQAAAAAAAAfGAAAAJDQzOWNlOTI5LTRkZDMtNGYzNC05NmU5LWI4OGZhZmNjNzZkYgDigital performance marketing company Global Digital Marketing Group (GDM Group) has appointed Mark Hassin as its first Chief Revenue Officer. Hassin will be based in Menlo Park, CA and will report to Dmitry Atamanyuk, CEO of GDM Group.In this new role, Mark will be leading all GDM Group’s global revenue-related activities. As the head of the company’s sales team, he will be responsible for the sales operations, business development, advertisers/publishers sales and account management teams.Prior to GDM Group, Hassin spent three years at Tipalti, a global mass payment solution, as the Chief Revenue Officer. Before Tipalti, Mark was VP of Strategic accounts at BlueSnap and CEO of a top 10 digital agency in Israel, Publicis Webimage.

 

tom_harty_32Tom Harty has been promoted to president and chief operating officer at Meredith Corp. In this role, he will oversee the company’s National and Local Media Groups. Harty was previously National Media Group president.

 

 

 

descargaJon Werther, president of Meredith Digital, as well as overseeing Better Homes and Gardens and Martha Stewart Living, will succeed Harty as National Media Group president. Harry has been with Meredith since 2014, while Werther joined the company in 2012.

 

 

 

 

 

 

vLoi4VJh_400x400Arianna Huffington is stepping down from the Huffington Post, which she co-founded 11 years ago, to run Thrive Global, a corporate and consumer well-being and productivity platform.

 

 

 

 

69U0YxZ_Keith Grossman is Bloomberg Media new global chief revenue officer. Grossman was head of US sales. He will replace Paul Caine. Grossman has been with Bloomberg for two years.

 

 

 

Join us at PORTADA Mexico!

Maria Fernanda Ordoñez has been appointed VP Group Partner, Portfolio Management at Coca-Cola Connections Studio at UM in New York City.

Ordoñez’s new position is a VP Partner Integrated Planning role working on the Coke trademark brands including Coke, Coke Zero and Coke Life. “It is a total market planning role, not a multicultural role” Ordoñez tells Portada.

The Coke team at UM is called the Coca-Cola Connections Studio. The Coca Cola Connection Studio was set up by UM earlier this year to service all of Coca Cola’s media buying and planning needs in a similar way the agency had previously set up J3 for the Johnson & Johnson business.

It is a total market planning role, not a multicultural role.

Prior to her new role at Coca Cola Connections, Ordoñez worked as SVP Media Director, Identity, IPG/Media Brands, where she worked on different accounts including Merck, USPS, Exxon Mobile focusing on media planning across multiple channels. Prior to her engagment at Identiy, Ordoñez was VP Media Director, Red Fuse, part of Group M, (and before that at Siboney NYC 2010 – 2014). In both these agencies Ordoñez led comprehensive media plans for Colgate brands in the U.S.

Join us at PORTADA Mexico!

 

Join us at PORTADA Mexico!

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

descargaLAPIZ appointed Luciana Cani as its new senior vice president, executive creative director overseeing the agency’s creative team. Cani will lead creative output across the full client portfolio including work for Advanced Auto Parts, Allstate, Purina and the Mexico Tourism Board.She spent the past nine years as a key leader of Leo Burnett Lisbon overseeing creative work for clients including Samsung, Atlantico Bank and the Portuguese National Railway. Prior to Lapiz, Cani helped lead Leo Burnett Lisbon.

descargaIBT Media, a global news organization, announced that Madelin Bosakewich has been named Vice President of Sales. Bosakewich will lead operations for the sales team and will report to Mitchell Caplan, Chief Marketing Officer of IBT Media.Bosakewich joins IBT Media from Zoomin.TV where she served as Director of Business Development and Publisher Relations.

 

 

 

257a22bCommunications marketing firm Edelman announced that Milton Lebron has joined the firm’s Miami office to develop the growing U.S. Hispanic creative and digital portfolio. Lebron spent almost two decades as the creative force behind major brands such as Unilever, Kraft, American Express, Sony, Apple, MTV, and Google, among others.Edelman Miami has been serving as Latin America’s regional hub since 1998, and currently works for a variety of clients advancing the firm’s offering on Multicultural Affairs with a strong emphasis on the burgeoning Hispanic market. In 2015, Edelman Miami was recognized with a PRSA Silver Anvil award and two Eikon awards.

 

image009Univision News, the news division of Univision Communications Inc. (UCI), the media company serving Hispanic America, has announced the promotion of two highly valued members of its Newsroom:

María Martínez-Guzmán(right) as vice president and executive producer, News Gathering;Martínez-Guzmán will supervise and assign daily stories for all newscasts; plan and coordinate exclusive interviews, series and special news coverage; and manage correspondents and assignment editors. Martínez-Guzmán most recently served as managing editor of Network News and before that, national and international assignment editor, Univision News.

Gabriela Tristán(left) as vice president and executive producer, News Production. Tristán will oversee daily production and broadcast of all newscasts; plan and organize special coverage of events and breaking news; and manage Univision News anchors, producers, and writers. She will also be the point person for other UCI departments with specific requests and news-related production needs. Tristán joined the Univision News family as an intern in 1993 and has since held several production positions, beginning as producer of the news segment for Univision Network’s morning show “Despierta América” and subsequently for Network News.

From their new positions, Martínez-Guzmán and Tristán will work collaboratively to continue to deliver and maintain the journalistic excellence that Hispanic America has come to expect from Univision News programming. They will both report to Patsy Loris, senior vice president and senior news director for UCI.

AAEAAQAAAAAAAAYnAAAAJDAxYWJmN2U3LWQwOTQtNDUzYi05YzYyLWM0ZTFlOTNhYTUyYgFull-service agency Pinta has recently appointed Krysten de Quesada to Account Director of its Miami office. With nearly a decade of experience in integrated Hispanic marketing and communications, de Quesada leads numerous national advertising and public relations accounts, including beIN SPORTS, eMerge Americas, Facebook, and Nat Geo Mundo. De Quesada began her career at JeffreyGroup, the largest independent agency in Latin America and sister agency to Pinta, where she oversaw the planning and execution of US Hispanic communication strategies in the entertainment, media, retail, healthcare, non-profit, and consumer package goods sectors. Later, she joined Pinta as an Account Manager when the company spun-off from JeffreyGroup in 2014. Her expertise in the Hispanic market and effective team management helped launch the newly formed Pinta and has contributed greatly to its success as a top 40 Hispanic agency in the United States.

descargaJackie Woodward is no longer VP of global media for General Mills to become chief marketing officer at Krispy Kreme.The move  comes less than two years after Ms. Woodward joined General Mills from MillerCoors. At Krispy Kreme she replaces Dwayne Chambers, who departed late last year to become CMO at P.F. Chang’s China Bistro.Publicis Groupe’s Zenith had been handling the business since 2001.Ms. Woodward joined Miller in 2006 from McDonald’s, and became VP-marketing services for MillerCoors in 2008 after Miller and Coors merged.

 

descarga (1)Nina DeLorenzo Joins Healthy Americas Foundation Board.Ms. DeLorenzo is a communications and public affairs professional with more than 20 years of private sector, political, and government experience. In her current role as vice president of Government Affairs Strategy and Public Policy for AbbVie, she leads a team that develops the company’s stances on critical public policy issues and creates strategies that shape a more favorable public policy environment for AbbVie’s business interests globally.Her prior experience includes roles in public affairs at Pfizer Inc, international public affairs at Schering-Plough Corp. (now Merck), and at the Pharmaceutical Research and Manufacturers of America (PhRMA), where she appeared on television, radio, and in print as a spokeswoman for the trade association in Washington.

More than 75 nominees are in for #PortadaLat Awards in 11 different categories. VOTE NOW! Voting deadline is Wednesday May 12 COB! The three finalists per category will be announced on May 16!. Then its up to PortadaLat’s jury of brand marketers to select the winners. Winners to be announced at the Award Ceremony on June 9 during #Portadalat!.

 

Nominees For Best Use Of Data In A Marketing Campaign

  • Posthaus/ SocioMantic Labs
  • CVC/Sociomantic Labs
  • Merck/Havas Miami
  • The Huggies Hug Chain
  • Banco Macro/Headway
    VOTE NOW!

 Nominees For Top Latin Content Marketing Campaign

  • BelVita/Liquidthread, MV42, Starcom Mediavest
  • Toshiba/Gigasavvy
  • BBC Worldwide Latin America & US Hispanic And Zed USA
  • Kellogg’s Granola / Canal Sony
  • Aloft Hotels/M8
    VOTE NOW!

Nominees For Top Travel Marketing Campaign

  • Ministry Of Tourism Of The Dominican Republic
  • CVC/Sociomantic Labs
  • Palace Resorts/Ariadna
  • Marriott’s “Love Travels”, LatinWorks
  • Virgin Atlantic/Figliulo & Partners
  • Interjet/M8
  • Aloft Hotels/M8
  • GMCVB/TurkelBrands
    VOTE NOW!

Top Marketer to Latin American Audiences

  • Anita Timotheo – Sandoz Latin America
  • Elizabeth Perez, Portfolio Marketing Director Latin America, Kellogg Company
  • Ralph Heid, Marketing Manager – Latin America, Stanley Black & Decker, Inc
  • Maria Carrasquillo, Marketing Manager for Latin America, Jarden Consumers
  • Ricardo Arias Nath, Chief Marketing Officer, PepsiCo Latin America
  • Tony Guzman, Latin America Regional Marketing Director, Hasbro
  • Rudolf Lang, Managing Director, Chopard Marketing Services, Inc.
  • Carlos Espindola, Head of Latin America Digital Center, 3M
  • Edgardo Tettamanti, SVP Marketing LAC, MasterCard
    VOTE NOW!

Nominees For Top Latin Online Video Campaign

  • UFC 193 Halloween/Wikot
  • Peugeot/Global Mind
  • Sprite/ Zares Del Universo
  • Palace Resorts/Ariadna
  • Marriott’s “Love Travels”/LatinWorks
  • Peugeot/Global Mind
    VOTE NOW!

Register to #PortadaLat on June 8-9 at the special online promotion price! Two days with the best content and networking opportunities int he U.S. Hispanic and Latin American marketplace.

Nominees For Top Panregional Advertising Campaign

  • Alcatel ONE TOUCH #DaleLaVuelta/Wikot
  • Alcatel ONETOUCH Idol3/Selfie 360º/ Wikot
  • Quaker State/ BBC Worldwide Latin America & US Hispanic And Zed USA
  • 212 Vip/Havas Miami / Havas SE
  • Puig / Havas Miami / Havas SE
  • Mastercard / Universal McCann
  • AirTM /Global Mind
    VOTE NOW!

Nominees For Top Latin American Digital Innovator

  • MediaMath
  • DynAdmic
  • Adsmovil & Initiative For Magnum Unilever
  • Idioma Content Solutions
  • Sociomantic Labs
  • SocialPubli.Com
  • BBC IQ
  • LATINON
  • Adstream
    VOTE NOW!

Nominees For Top Content Provider To Latin American Audiences

  • La Voz Media Group
  • BBC Worldwide Latin America & US Hispanic And Zed USA
  • EC Hispanic Media
  • HOLA! USA
    VOTE NOW!

Nominees For Top Latin American Digital Media Agency

  • Newlink Colombia
  • Global Mind
  • Wikot
  • LatinMedios
  • Ariadna
    VOTE NOW!

Nominees For Top Latin American Media Buying Agency

  • Initiative
  • UM
  • Havas Media
  • OMD LATIN AMERICA
  • LINKS Worldgroup
    VOTE NOW!

 Nominees For Top Panregional Marketing And Media Professional

  • Carly Bellis, Founder, Impaktu
  • Alberto Pardo (Banano), CEO, Adsmovil
  • Ismael El-Qudsi, CEO, Social Publi
  • Yoav Cohen, CEO, La Voz Media Group
  • Luis Barrague, VP Of Mobile & Global Operations, Headway
  • Victor Kong, President, Cisneros Interactive
  • Fernando Monedero, Managing Director, IPG Mediabrands
  • Eduardo Ruiz, President & General Manager, A&E Networks Latin America
  • Hector Costa, SVP Advertising Sales, AMC Networks International
    VOTE NOW! 

Nominees For Top Panregional Integrated Advertising Campaign

  • Brown-Forman, Jack Daniel’s / Agency: J. Walter Thompson San Juan
  • Nikon/Initiative
  • Quaker State/ BBC Worldwide Latin America & US Hispanic And Zed USA
  • Merck/Havas Miami
    VOTE NOW! 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s  Career Board!)
For prior Changing Places editions, click here.

Ben SaitzIn the US, artificial intelligence-driven marketing platform Rocket Fuel has hired former Google and DoubleClick CEM exec Ben Saitz for a new role, Chief Customer Officer. Saitz (pictured) joins from customer experience management firm Medallia, where he served as VP, Customer Solutions.In his new role, Saitz will lead all post-sales functions as the company aims to put its customers at the heart of its business.

 

 

AAEAAQAAAAAAAAWHAAAAJGVkOGVjZGNjLWJhY2ItNGQyOS04YWRhLTExOWJiOWUyNDQ4YQRaul Lopez is now Principal and Chief Research Officer at New American Dimensions.Lopez will further develop the company’s growing portfolio of regional and national accounts. Prior to joining NAD, Raul spent 3 years at Geoscape establishing a market research group.

 

 

 

17b086cIBT Media  has appointed Alvaro Palacios as Chief Operating Officer (COO). Palacios will lead operations for all parts of the business and will report to Etienne Uzac, Co-Founder and CEO of IBT Media.Palacios joins IBT Media from Televisa Publishing + Digital where he served as Head of US Operation.

 

 

Source: Miami Herald
Source: Miami Herald

NBCUniversal Telemundo Enterprises has presented the plans for the building of its new global Headquarters in Miami-Dade County in a groundbreaking ceremony . NBCUniversal and parent company Comcast will invest more than US$250 million in the construction of the new global headquarters.Executives from Comcast and NBCUniversal Telemundo Enterprises gathered with local government officials for the announcement and to discuss the immediate impact on South Florida.NBCUniversal Telemundo Enterprises encompasses the company’s Hispanic franchises and all of its Hispanic content efforts across all of NBCUniversal’s networks and platforms.

 

330181Merck Manuals has announced the 116-medical resource is now available in Spanish on MerckManuals.com in the United States. The Manuals’ more than 10,000 medical resources were translated into Spanish using highly qualified native Spanish-speaking doctors and medical linguists. Since 1899, The Merck Manuals has worked to break down barriers in medical communication. The Manuals transitioned to an all-digital format in 2015, available at no cost with no registration or advertisements.

 

 

 

LuisHeadshot-2196e4a94b3096ac8bd7783704ef597e Luis Camaño has joined Grupo Gallegos to lead its newly formed Brand Activation Group. Camaño comes from Alcone Marketing where he was Chief Creative Officer. He began his career with BBDO in Argentina and New York.Camaño’s responsibilities with Grupo Gallegos include working alongside peers in the creative, strategic and account leadership.

 

 

 

 

image002Jack Hobbs is launching Revolver Podcasts, a multicultural-targeted, bi-lingual, audio, on-demand network that offers listeners the ability to enjoy a variety of on-demand programs. Revolver Podcasts enables people across the world to discover, share and create content: a perpetual generator of experiential, social, digital, mobile and traditional media platforms.Building on the president’s experience in Hispanic broadcasting, Hobbs, who forged the podcast market in 2005, teamed up with Jeff Hinson and Javier Saralegui, all of whom are former Univision executives, to create a digital audio network connecting consumers with custom and unique content nationwide by merging data and creativity. The company is also working with partners to concept, co-develop, create and distribute data-inspired content across a wide range of topics including.

 

descarga (5)Havas has promoted North America Chief Growth Officer Laura Maness to Havas Worldwide New York president, effective March 1, Adage reports.Maness comes from Havas’ Chicago office where she was U.S. chief growth officer. She will report to Andrew Benett, Global CEO, Havas Worldwide and Havas Creative Group. Maness will handle key accounts, such as Liberty Mutual, Dos Equis and TD Ameritrade,among other tasks.

 

descarga (4)Linda Kaplan Thaler, CEO and chief creative officer of the Kaplan Thaler Group and chairman of Publicis New York, is stepping down from her position to pursue other projects and expand her career. Kaplan Thaler Group and Publicis New York merged in 2012, and eventually,returned to its previous name. Kaplan Thaler became then chairman when the merger became official.

 

 

 

 

descarga (6)Zeno has named Nancy Ruscheinski as its first global chief operating officer, according to The Holmes Report. Ruscheinski joins Zeno after 28 years with firm Edelman, where she most recently held the vice chair of client engagement position. Ruscheinski will remain based in Chicago and report to CEO Barby Siegel.

 

 

 

lLpizBOt_400x400Nike has appointed Adam Sussman as first chief digital officer. He will report to Trevor Edwards, Nike brand president. He will lead a team that develops digital products and services across Nike’s platforms and drive consumer engagement.

 

 

descarga (1)Interpublic Group announced that Philippe Krakowsky has been named Chairman of IPG Mediabrands. In this role, Krakowsky will partner with Henry Tajer, Global CEO of IPG Mediabrands, to lead the media management company, which oversees US$37 billion in global billings for its clients . Krakowsky will continue in his corporate role as EVP, Chief Strategy and Talent Officer at Interpublic, as he supports Tajer and his senior Mediabrands management team.

 

 

T3KEBemO_400x400After 12 years at Google, exec Jon Kaplan has joined Pinterest to head global ad sales. Kaplan will start in San Francisco on 7 March, relocating from New York, to fill the role of Joanna Bradford, according to Re/code.He will report to general manager for monetisation Tim Kendall.

 

 

 

 

Ca7-SuyW8AE8suQCampbell Soup Company has announced the appointment of Greg Shewchuk as Senior Vice President, Chief Marketing and Commercial Officer, Americas Simple Meals & Beverages, effective March 7, 2016. Greg will report to Mark Alexander, President, Americas Simple Meals & Beverages.Greg will be responsible for all aspects of marketing and consumer connection across the division’s US$4 billion portfolio of brands, which includes Campbell’s, V8, Swanson, Pace and Prego.Shewchuk joins Campbell from Mead Johnson Nutrition Company.

144ea0bTim Spengler has joined Fuisz Video as its chief executive, WSJ reports. Spengler was most recently president of content marketing and revenue strategy at Clear Channel Communications (now iHeart Media) and prior to that spent more than a decade at IPG. At Fuisz Video Spengler replaces founder Justin Fuisz who remains chairman.

 

 

descarga (2)Oscar Gastelum, Area Manager at South Pacific Financial Corporation (SPFC), was named 2016 President of the North County San Diego Chapter of the National Association of Hispanic Real Estate Professionals® (NAHREP).Oscar has over 20 years of experience in the mortgage banking industry in Southern California.

 

045025cbeIN SPORTS has named Roy Meyeringh Vice President of Business Development & Affiliate Sales for beIN SPORTS USA.In his new position, Meyeringh will drive all aspects of North American distribution as well as non-traditional revenue streams. He will also focus on forging strategic partnerships and alliances to continue enhancing the beIN SPORTS brand. Meyeringh joined beIN SPORTS USA in August of 2013 serving as Senior Director of Business Development & Strategy.

Join us at PORTADA Mexico!

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 Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: Mondelez – Dentsu Aegis Network’s Carat, Publicis Groupe’s SMG  ::: General Mills – WPP’s GroupM ::: Bayer ::: Bacardi :::

  • Mondelez

6D3DK65E_400x400The snack food marketing giant Mondelez International has split its US$2 billion global media agency assignment between Dentsu Aegis Network’s Carat and Publicis Groupe’s SMG. The new appointments are effective January 2016.Both agencies are incumbents and competed in a review that began in June . But the marketer has opted to retain both shops.Carat came away with North America (which SMG had handled) while retaining Europe and Asia-Pacific. SMG has been assigned Eastern Europe, Middle East, Africa and Latin America.Mondelez also confirmed that Carat has been appointed its single communications agency for global categories, which includes communications planning.

  • General Mills

glogosocial_400x400General Mills has consolidated its global media agency business with WPP’s GroupM, led by its agency Mindshare. This is happening three weeks after it was announced that Mindshare won the U.S. media business of General Mills. GroupM will support General Mills in Europe and Australia/Asia, and lead GM’s Yoplait Europe business and a portion of its’ business in Africa, the Middle East and Asia.The move consolidates business that was previously handled by a handful of other agencies and networks.Read more.

 

  • Bayer/ Global

js6tDCe-_400x400German pharmaceutical giant Bayer is looking for a new digital creative and media agency for its Bayer Consumer Care (BCC) division, which includes Bayer Aspirin, Claritin, Afrin and Midol.The company already works with creative agencies JWT and BBDO on brands such as Merck, AlkaSeltzer and Berocca, while WPP’s MediaCom handles all media.Bayer is looking to expand beyond its more “traditional” approach to media, especially TV.

 

 

  • Bacardi/latam

PysfgttC_400x400Bacardi is targeting millennial consumers with a new global campaign celebrating individuals with the “cojones” to “take the stage” and make themselves heard.It marks a departure from the rum brand’s previous marketing push around its heritage, with a campaign entitled ‘Untameable since 1862’.The new TV ad, called ‘The Truck’, attempts to show the world from the perspective of millennials, “capturing the energy of their life” as they embark on a cross-country journey for the ultimate house-party, mandmglobal reports.The campaign – the first to launch since Bacardi handed its ad and media agency accounts to BBDO and OMD respectively – introduces the new tagline, ‘There’s nothing in the way’.

https://youtu.be/Ogs6uD4xlNY

Who will be the Winners of the Award for the Top Panregional Advertising Campaign?We will find out at #PORTADALAT on June 3-4! Check out the Candidates.

Latam-Awards-450x253

 

 

  • The Latin Recording Academy 

Thumb15th Annual Latin GRAMMY Awards – Social Media Celebration | Case Study:
The Latin GRAMMY Awards has been delivering massive TV audiences since the year 2000. The 15th anniversary telecast of The Biggest Night in Latin Music provided an opportunity to extend the reach of The Latin Recording Academy even further while boosting traditional TV ratings as well. The concept was simple. Pair the passion of music lovers, with the power of social media. A multi-faceted celebration brought together fans and artists to celebrate the music they love and the Academy that brings them together. In the end, TV ratings went up and the campaign delivered a staggering +11 Billion impressions.

Case Study (VIDEO): http://latingram.my/social-media-celebration

  • Havas Media International/ 212 VIP Rose

212-VIP-Rose-2The Experiential Consumer has improved, newfound, economic status, preferring brands that provide them with exclusive experiences that reflect it. This insight was leveraged for VIP Rosé fragrance launch, when Havas and Fox created ACCESS, a cross channel franchise dedicated to fashion and new trends. The program covered behind the scenes of NY Fashion Week & NYC most exclusive nigh-time establishments, organically integrating the new fragrance, focusing on the exclusivity.

  • Havas Media International/ Carolina Herrera “Un Viaje por los Sentidos”

hqdefaultHavas,in partnership with Discovery, has created a program that took consumers on a journey through the senses to find out what inspires a new fragrance. Carolina Herrera Jr, the creator behind successful fragrances such as Carolina Herrera and VIP our host. Audiences engaged and interacted with content via TV and digital, resulting in increases purchase intent across markets (regional average 8%), consolidating Carolina Herrera as the market leader.

  • Merck & Co. Inc / Prime Access

Merck & Co. Inc -Prime Access logo imageIn 2014, one of Mercks adult vaccines brands, ZOSTAVAX® (zoster vaccine live) launched a national, direct-to-consumer, Hispanic campaign. ZOSTAVAX is a vaccine used for adults aged 50+ to prevent Shingles. Merck invested in a Hispanic campaign upon realizing that it was an underserved market that the General Market campaign was not reaching. Consequently, there has been increased awareness of Shingles among Hispanics, prompting more inquiries about how to prevent it.

Latam Awards

After thousands of votes were cast by Portada’s Audience all over the Americas. We now have the finalists in each of the 10 categories. Each category has 3 Finalists but the Top Marketer and the Top Influencer which have more. Now its up to Portada’s Editorial Board of top notch brand marketers to choose the Award Winners. To be announced at the Award Ceremony during #Portadalat in Miami on June 3-4.

#Portadalat comprehends the Latin Online Video Forum  on June 3 and the 7th Annual Latam Advertising and Media Summit on June 3 afternoon and June 4th (both events will be taking place in the Hyatt Regency Miami). Tickets are going fast, Register here at the online promotional rate!

 And the Finalists are

Top Online Video Campaign

  • Havas Media International / Armani SI
  • Stella Artois
  • Volaris

Top Panregional Advertising Campaign

  • Havas Media International/ 212 VIP Rose
  • Havas Media International/ Carolina Herrera “un Viaje por los Sentidos”
  • Tie: Merck & Co. Inc/ Prime Access , The Latin Recording Academy/ Claro


Top Social Influencer Finalists:

  • Hernan Tagliani
  • Eder Holguin
  • Lorraine C. Ladish
  • Lynn Ponder
  • Ana Flores
  • Rachel Matos
  • Jose Resendez, @JoseResendez
  • Kit Sanderson
  • Jeannette Kaplun, @JeannetteKaplun
  • Annie Vazquez, @TheFashionPoet
  • Daniela Ramirez, Nany’s Klozet, @NanysKloset
  • Joanna Rohrback, Prancercise
  • THE WORDY GIRL, @MariaTettamanti

Top Content Marketing Campaign

  • Havas Media International/ Carolina Herrera “Un Viaje por los Sentidos”
  • Corona
  • Nickelodeon/Kellogg’s: “Agents of Change” Campaign

Top Digital Media Agency

  • Ariadna
  • Wikot
  • Latinmedios

Top Media Buying Agency

  • Havas Media International
  • Starcom Media Vest Latin America|
  • OMD Latin America

 

Top Digital Innovator

  • MoBrain
  • Teads
  • Audio.Ad

Top Panregional Marketing and Media Professional

  • Sebastian Yoffe, Foundery Managing Director de DataXpand
  • Victor Kong, President, Cisneros Interactive
  • George Levy, Director Of Brand Partnerships for The U.S. Hispanic and Latin American Markets, Skyword

 

Top Panregional Integrated Advertising Campaign

  • Sony/Havas Media International
  • Kellogg/Nickelodeon
  • Sandoz Latin America and VIVA Partnership Agency

Top Marketer to Latin American Audiences

  • Andrea Padilla, Marketing Director, CELISTICS
  • Adrián Farina, Senior Vice President – Marketing, Latin America & Caribbean,Visa
  • Anita Geller, Head of Digital Marketing Latin America, Sandoz-Novartis|
  • Guillermo Morrone, VP Head of Global Consumer and Priceless Cities Content Strategy, MasterCard
  • Rudolf Lang, Managing Director, Chopard Marketing Services, Inc.
  • Tony Guzman, Latin America Regional Marketing Director, Hasbro
  • Maria Carrasquillo, Marketing Manager for Latin America, Jarden Consumer
  • Wilson Calil, Regional Marketing Manager Latin America & Caribbean, Electrolux Home Products
  • Fernando Maroniene, Adobe’s Senior Marketing Manager Latin America and the Caribbean, Adobe
  • Amarilys Rivera, Head of Marketing, Samsung Electronics
  • Ralph Heid, Marketing Manager – Latin America, Stanley Black & Decker, Inc
  • Elizabeth Perez, Portfolio Marketing Director Latin America, Kellogg Company

Portada’s Editorial Board Members (Award Jury below) will cast the final votes to decide the Winners!

  • Carlos Espíndola, Gerente eHub Latinoamérica, 3M
  • Denisse Guerra, Directora de Marketing Regional para América Latina, The Estée Lauder Companies Inc.
  • Ruben Leo Sarmiento, Marketing/Digital Marketing Director / Mexico & International at Genomma Lab
  • José Ruiz, Director, LAD Advertising & Online, Oracle
  • Raquel Solórzano, Directora de Medios Regionales, Diageo

#Portadalat comprehends the Latin Online Video Forum  on June 3 and the 7th Annual Latam Advertising and Media Summit on June 3 afternoon and June 4th (both events will be taking place in the Hyatt Regency Miami). Tickets are going fast, Register here at the online promotional rate!

Confirmed Ground Breaking #Portadalat Speakers include:

  • Pedro Tabera, President/CEO, Mercedes-Benz Mexico
  • Ruben Leo, Marketing/Digital Marketing Director / Mexico & International, Genomma Lab
  • Denisse Guerra, Regional Marketing Director, Latin America, The Estée Lauder Companies
  • Manuel Medina Riveroll, Marketing Director Mexico, Bayer
  • Jon Suarez Davis, VP, Global Media & Digital Strategy, Kellogg Company
  • Carlos Espíndola, Gerente eHub Latinoamérica, 3M
  • Adriana Grineberg, Head of Operations Miami, Facebook
  • Borja Beneyto, Digital Regional Director Latin America, Starcom MediaVest
  • Shay David, CRO and Co-Founder, Kaltura 
  • Jan Riemens, CEO, Zoomin.TV….and many more!

Latam Awards

After thousands of votes were cast by Portada’s Audience all over the Americas. We now have the finalists in each of the 10 categories. Each category has 3 Finalists but the Top Marketer and the Top Influencer which have more. Now its up to Portada’s Editorial Board of top notch brand marketers to choose the Award Winners. To be announced at the Award Ceremony during #Portadalat in Miami on June 3-4.

#Portadalat comprehends the Latin Online Video Forum  on June 3 and the 7th Annual Latam Advertising and Media Summit on June 3 afternoon and June 4th (both events will be taking place in the Hyatt Regency Miami). Tickets are going fast, Register here at the online promotional rate!

 And the Finalists are

Top Online Video Campaign

  • Havas Media International / Armani SI
  • Stella Artois
  • Volaris

Top Panregional Advertising Campaign

  • Havas Media International/ 212 VIP Rose
  • Havas Media International/ Carolina Herrera “un Viaje por los Sentidos”
  • Tie: Merck & Co. Inc/ Prime Access , The Latin Recording Academy/ Claro


Top Social Influencer Finalists:

  • Hernan Tagliani
  • Eder Holguin
  • Lorraine C. Ladish
  • Lynn Ponder
  • Ana Flores
  • Rachel Matos
  • Jose Resendez, @JoseResendez
  • Kit Sanderson
  • Jeannette Kaplun, @JeannetteKaplun
  • Annie Vazquez, @TheFashionPoet
  • Daniela Ramirez, Nany’s Klozet, @NanysKloset
  • Joanna Rohrback, Prancercise
  • THE WORDY GIRL, @MariaTettamanti

Top Content Marketing Campaign

  • Havas Media International/ Carolina Herrera “Un Viaje por los Sentidos”
  • Corona
  • Nickelodeon/Kellogg’s: “Agents of Change” Campaign

Top Digital Media Agency

  • Ariadna
  • Wikot
  • Latinmedios

Top Media Buying Agency

  • Havas Media International
  • Starcom Media Vest Latin America|
  • OMD Latin America

 

Top Digital Innovator

  • MoBrain
  • Teads
  • Audio.Ad

Top Panregional Marketing and Media Professional

  • Sebastian Yoffe, Foundery Managing Director de DataXpand
  • Victor Kong, President, Cisneros Interactive
  • George Levy, Director Of Brand Partnerships for The U.S. Hispanic and Latin American Markets, Skyword

 

Top Panregional Integrated Advertising Campaign

  • Sony/Havas Media International
  • Kellogg/Nickelodeon
  • Sandoz Latin America and VIVA Partnership Agency

Top Marketer to Latin American Audiences

  • Andrea Padilla, Marketing Director, CELISTICS
  • Adrián Farina, Senior Vice President – Marketing, Latin America & Caribbean,Visa
  • Anita Geller, Head of Digital Marketing Latin America, Sandoz-Novartis|
  • Guillermo Morrone, VP Head of Global Consumer and Priceless Cities Content Strategy, MasterCard
  • Rudolf Lang, Managing Director, Chopard Marketing Services, Inc.
  • Tony Guzman, Latin America Regional Marketing Director, Hasbro
  • Maria Carrasquillo, Marketing Manager for Latin America, Jarden Consumer
  • Wilson Calil, Regional Marketing Manager Latin America & Caribbean, Electrolux Home Products
  • Fernando Maroniene, Adobe’s Senior Marketing Manager Latin America and the Caribbean, Adobe
  • Amarilys Rivera, Head of Marketing, Samsung Electronics
  • Ralph Heid, Marketing Manager – Latin America, Stanley Black & Decker, Inc
  • Elizabeth Perez, Portfolio Marketing Director Latin America, Kellogg Company

Portada’s Editorial Board Members (Award Jury below) will cast the final votes to decide the Winners!

  • Carlos Espíndola, Gerente eHub Latinoamérica, 3M
  • Denisse Guerra, Directora de Marketing Regional para América Latina, The Estée Lauder Companies Inc.
  • Ruben Leo Sarmiento, Marketing/Digital Marketing Director / Mexico & International at Genomma Lab
  • José Ruiz, Director, LAD Advertising & Online, Oracle
  • Raquel Solórzano, Directora de Medios Regionales, Diageo

#Portadalat comprehends the Latin Online Video Forum  on June 3 and the 7th Annual Latam Advertising and Media Summit on June 3 afternoon and June 4th (both events will be taking place in the Hyatt Regency Miami). Tickets are going fast, Register here at the online promotional rate!

Confirmed Ground Breaking #Portadalat Speakers include:

  • Pedro Tabera, President/CEO, Mercedes-Benz Mexico
  • Ruben Leo, Marketing/Digital Marketing Director / Mexico & International, Genomma Lab
  • Denisse Guerra, Regional Marketing Director, Latin America, The Estée Lauder Companies
  • Manuel Medina Riveroll, Marketing Director Mexico, Bayer
  • Jon Suarez Davis, VP, Global Media & Digital Strategy, Kellogg Company
  • Carlos Espíndola, Gerente eHub Latinoamérica, 3M
  • Adriana Grineberg, Head of Operations Miami, Facebook
  • Borja Beneyto, Digital Regional Director Latin America, Starcom MediaVest
  • Shay David, CRO and Co-Founder, Kaltura 
  • Jan Riemens, CEO, Zoomin.TV….and many more!

Portada’s Audience all across the Americas has nominated more than 90 Candidates in 10 different categories for the Latin American Advertising and Media Awards. Now it’s time to vote and recognize your peers! Cast your vote by Friday May 8!  The finalists, the 3 most voted nominees per category, will be announced on May 13. Portada’s Award Jury of 5 top-notch brand marketers then will cast the final votes to get the final tally. Winners will be announced at the Award Ceremony on June 4, 2015 during #Portadalat in Miami’s Hyatt Regency Hotel. Check out the Nominations below!

IMG_7651

Top Marketer

Andrea Padilla, Marketing Director, CELISTICS
Adrián Fariña, Senior Vice President – Marketing, Latin America & Caribbean, Visa
Anita Geller, Head of Digital Marketing Latin America, Sandoz-Novartis
– Guillermo Morrone, VP Head of Global Consumer and Priceless Cities Content Strategy, MasterCard
– Rudolf Lang, Managing Director, Chopard Marketing Services, Inc.
Tony Guzman, Latin America Regional Marketing Director, Hasbro
Maria Carrasquillo, Marketing Manager for Latin America, Jarden Consumers
Wilson Calil, Regional Marketing Manager Latin America & Caribbean, Electrolux Home Products
Fernando Maroniene, Adobe’s Senior Marketing Manager Latin America and the Caribbean, Adobe
– Amarilys Rivera, Head of Marketing, Samsung Electronics
 Ralph Heid, Marketing Manager – Latin America, Stanley Black & Decker, Inc
– Elizabeth Perez, Portfolio Marketing Director Latin America, Kellogg Company

Top Content Marketing Campaign

-The Latin Recording Academy®
-Peugeot/Havas Media International
-Havas Media International/ 212 VIP Rose
-Havas Media International/ Carolina Herrera “Un Viaje por los Sentidos”
-Havas Media Group Argentina/ Sab Miller/7 Copas Warsteiner
-Corona
-Campaign To Brazil with John & Visa.
-Tang y Nickelodeon Kids´Choice Awards 2014 – Viacom
-Nickelodeon/Kellogg’s: “Agents of Change” Campaign
– Cerveza Victoria
-Novartis Pharmaceutical Corporation – EXFORGE US Hispanic Campaign

Top Digital Innovator

-CNET en español
-Adap.tv
-Teads
-Pulpo Media
-Lyris
-DynAdmic
-Audio.ad
-Wellclever
-MoBrain™

Top Digital Media Agency

– Likeable Media México
– BPN
– UM
-Initiative
-Wikot
– Latin Medios
– Ariadna

Top Media Buying Agency

-Havas Media International
– BPN
– UM
– Magna Global
– Initiative
-Starcom Media Vest Latin America
– OMD LATIN AMERICA

Top Online Video Campaign

– Volaris
– The Latin Recording Academy®
– Havas Media Group Argentina/ Philips/La casa Philips
– Havas Media Group Argentina/Philips/Día de la madre
–  Jump Out From Your Confort Zone
– Boletos Calientitos (Hot Tickets) / Visa
– Nissan/UEFA’s Champion’s League/The Perfect Orchestra
– Stella Artois
– L’Oreal / Havas Media International
-Honda/Wellclever
– Curacao/ONAC Pictures
-Havas Media Group Argentina/L’oreal/Matrix

Top Panregional Advertising Campaign

The Latin Recording Academy®
Havas Media International/ 212 VIP Rose
Havas Media International/ Carolina Herrera “Un Viaje por los Sentidos”
Merck & Co. Inc
Toshiba/GigaSavvy

Top Panregional Integrated Advertising Campaign

Sandoz Latin America and VIVA Partnership Agency
Sony/Havas Media International
Havas Media Group Argentina/L’oreal/Color show
Peugeot/Havas Media Group
Mattel/Nickelodeon
Kellogg/Nickelodeon
Havas Media Group Argentina/Garbarino/Mother day

Top Panregional Marketing and Media Professional

George Levy, Director of Brand Partnerships for the U.S. Hispanic and Latin American Markets, Skyword
Shawn McDonough – Strategic Thinking Director Omnicom Media Group Mexico
Eric Tourtel, Managing Director Latin America, Teads
Sebastian Yoffe, Founder y Managing Director de DataXpand
Victor Kong, President, Cisneros Interactive
Pablo Rodriguez, President Latam, Initiative, UM & BPN at Mediabrands
Ulises Vazquez, Founder and CEO, Matomy Latam
Regina Vertiz, Director of Global Content Strategy, Skyword

Top Social Influencer

Hernan Tagliani
Eder Holguin
Lorraine C. Ladish
Lynn Ponder
Ana Flores
Rachel Matos
Jose Resendez, @JoseResendez
Keith Sanderson
Jeannette Kaplun, @JeannetteKaplun
Annie Vazquez, @TheFashionPoet
Daniela Ramirez, Nany’s Klozet, @NanysKloset
Joanna Rohrback, Prancercise
THE WORDY GIRL, @MariaTettamanti

VOTE HERE!

________________________________________
CALENDAR AND PROCEDURE
MARCH 16-APRIL 10: Nomination Period
Nominations for the 11 categories are open for submission until April 10th.
For assistance with any questions or comments about submissions, please email: Awards@portada-online.com
APRIL 22-MAY 8: Voting Period
MAY 13: Finalists are announced

Portada’s Editorial Board Members (Award Jury):
-Carlos Espíndola, Gerente eHub Latinoamérica, 3M
– Denisse Guerra, Directora de Marketing Regional para América Latina, The Estée Lauder Companies Inc.
– Ruben Leo Sarmiento, Marketing/Digital Marketing Director / Mexico & International at Genomma Lab
– José Ruiz, Director, LAD Advertising & Online, Oracle
– Raquel Solórzano, Directora de Medios Regionales, Diageo

JUNE 4: Award Ceremony
Join us at Portada’s 7th Annual Latin American Advertising and Media Conference on June 4, 2015 for our Award Ceremony. The Ceremony will also be streamed online. Stay tuned and follow #PortadaLat for updates!
Register here to the premier event on Latin American Marketing, Advertising and Media!

ALREADY CONFIRMED PREMIUM SPONSORS OF #PORTADALAT

LATIN ONLINE VIDEO FORUM, Hyatt Regency Miami June 3, 2015

Silver Sponsor:

YuMe 

Bronze Sponsor

Kaltura 

Online Video Talent Development Sponsor
2Btube  

LATIN AMERICAN ADVERTISING AND MEDIA SUMMIT, Hyatt Regency Miami, June 3 afternoon and June 4

Distinguished Sponsors:

Alcance Media Group 

Efe News Services 

MD Latino

Zoomin.TV 

Lyris 

Attendee Bag Sponsor:

Latcom  

WiFi Sponsor:

Teads 

Official Wire Sponsor:

Marketwired 

More exciting news about #PortadaLat will be disclosed by Portada in the coming weeks!

For information about sponsorship opportunities, please contact Kelley Eberhardt, Director of Sales Marketing at 212-685-4441 (kelley@portada-online.com)

Portada’s Audience all across the Americas has nominated more than 90 Candidates in 10 different categories for the Latin American Advertising and Media Awards. Now it’s time to vote and recognize your peers! The finalists, the 3 most voted nominees per category, will be announced on May 13. Portada’s Award Jury of 5 top-notch brand marketers then will cast the final votes to get the final tally. Winners will be announced at the Award Ceremony on June 4, 2015 during #Portadalat in Miami’s Hyatt Regency Hotel. Check out the Nominations below!

IMG_7651

Top Marketer

Andrea Padilla, Marketing Director, CELISTICS
Adrián Fariña, Senior Vice President – Marketing, Latin America & Caribbean, Visa
Anita Geller, Head of Digital Marketing Latin America, Sandoz-Novartis
– Guillermo Morrone, VP Head of Global Consumer and Priceless Cities Content Strategy, MasterCard
– Rudolf Lang, Managing Director, Chopard Marketing Services, Inc.
Tony Guzman, Latin America Regional Marketing Director, Hasbro
Maria Carrasquillo, Marketing Manager for Latin America, Jarden Consumers
Wilson Calil, Regional Marketing Manager Latin America & Caribbean, Electrolux Home Products
Fernando Maroniene, Adobe’s Senior Marketing Manager Latin America and the Caribbean, Adobe
– Amarilys Rivera, Head of Marketing, Samsung Electronics
 Ralph Heid, Marketing Manager – Latin America, Stanley Black & Decker, Inc
– Elizabeth Perez, Portfolio Marketing Director Latin America, Kellogg Company

Top Content Marketing Campaign

-The Latin Recording Academy®
-Peugeot/Havas Media International
-Havas Media International/ 212 VIP Rose
-Havas Media International/ Carolina Herrera “Un Viaje por los Sentidos”
-Havas Media Group Argentina/ Sab Miller/7 Copas Warsteiner
-Corona
-Campaign To Brazil with John & Visa.
-Tang y Nickelodeon Kids´Choice Awards 2014 – Viacom
-Nickelodeon/Kellogg’s: “Agents of Change” Campaign
– Cerveza Victoria
-Novartis Pharmaceutical Corporation – EXFORGE US Hispanic Campaign

Top Digital Innovator

-CNET en español
-Adap.tv
-Teads
-Pulpo Media
-Lyris
-DynAdmic
-Audio.ad
-Wellclever
-MoBrain™

Top Digital Media Agency

– Likeable Media México
– BPN
– UM
-Initiative
-Wikot
– Latin Medios
– Ariadna

Top Media Buying Agency

-Havas Media International
– BPN
– UM
– Magna Global
– Initiative
-Starcom Media Vest Latin America
– OMD LATIN AMERICA

Top Online Video Campaign

– Volaris
– The Latin Recording Academy®
– Havas Media Group Argentina/ Philips/La casa Philips
– Havas Media Group Argentina/Philips/Día de la madre
–  Jump Out From Your Confort Zone
– Boletos Calientitos (Hot Tickets) / Visa
– Nissan/UEFA’s Champion’s League/The Perfect Orchestra
– Stella Artois
– L’Oreal / Havas Media International
-Honda/Wellclever
– Curacao/ONAC Pictures
-Havas Media Group Argentina/L’oreal/Matrix

Top Panregional Advertising Campaign

The Latin Recording Academy®
Havas Media International/ 212 VIP Rose
Havas Media International/ Carolina Herrera “Un Viaje por los Sentidos”
Merck & Co. Inc
Toshiba/GigaSavvy

Top Panregional Integrated Advertising Campaign

Sandoz Latin America and VIVA Partnership Agency
Sony/Havas Media International
Havas Media Group Argentina/L’oreal/Color show
Peugeot/Havas Media Group
Mattel/Nickelodeon
Kellogg/Nickelodeon
Havas Media Group Argentina/Garbarino/Mother day

Top Panregional Marketing and Media Professional

George Levy, Director of Brand Partnerships for the U.S. Hispanic and Latin American Markets, Skyword
Shawn McDonough – Strategic Thinking Director Omnicom Media Group Mexico
Eric Tourtel, Managing Director Latin America, Teads
Sebastian Yoffe, Founder y Managing Director de DataXpand
Victor Kong, President, Cisneros Interactive
Pablo Rodriguez, President Latam, Initiative, UM & BPN at Mediabrands
Ulises Vazquez, Founder and CEO, Matomy Latam
Regina Vertiz, Director of Global Content Strategy, Skyword

Top Social Influencer

Hernan Tagliani
Eder Holguin
Lorraine C. Ladish
Lynn Ponder
Ana Flores
Rachel Matos
Jose Resendez, @JoseResendez
Keith Sanderson
Jeannette Kaplun, @JeannetteKaplun
Annie Vazquez, @TheFashionPoet
Daniela Ramirez, Nany’s Klozet, @NanysKloset
Joanna Rohrback, Prancercise
THE WORDY GIRL, @MariaTettamanti

VOTE HERE!

________________________________________
CALENDAR AND PROCEDURE
MARCH 16-APRIL 10: Nomination Period
Nominations for the 11 categories are open for submission until April 10th.
For assistance with any questions or comments about submissions, please email: Awards@portada-online.com
APRIL 22-MAY 8: Voting Period
MAY 13: Finalists are announced

Portada’s Editorial Board Members (Award Jury):
-Carlos Espíndola, Gerente eHub Latinoamérica, 3M
– Denisse Guerra, Directora de Marketing Regional para América Latina, The Estée Lauder Companies Inc.
– Ruben Leo Sarmiento, Marketing/Digital Marketing Director / Mexico & International at Genomma Lab
– José Ruiz, Director, LAD Advertising & Online, Oracle
– Raquel Solórzano, Directora de Medios Regionales, Diageo

JUNE 4: Award Ceremony
Join us at Portada’s 7th Annual Latin American Advertising and Media Conference on June 4, 2015 for our Award Ceremony. The Ceremony will also be streamed online. Stay tuned and follow #PortadaLat for updates!
Register here to the premier event on Latin American Marketing, Advertising and Media!

ALREADY CONFIRMED PREMIUM SPONSORS OF #PORTADALAT

LATIN ONLINE VIDEO FORUM, Hyatt Regency Miami June 3, 2015

Silver Sponsor:

YuMe (http://www.yume.com/)

Bronze Sponsor

Kaltura (http://www.kaltura.com/)

Online Video Talent Development Sponsor
2Btube  (http://www.2btube.com/)

LATIN AMERICAN ADVERTISING AND MEDIA SUMMIT, Hyatt Regency Miami, June 3 afternoon and June 4

Distinguished Sponsors:

Alcance Media Group (http://alcancemg.com/)

Efe News Services (http://www.efe.com/)

MD Latino (http://www.mdlatino.com/)

Zoomin.TV (http://corporate.zoomin.tv/)

Lyris (http://www.lyris.com/)

Attendee Bag Sponsor:

Latcom  (http://www.latcom.com/)

WiFi Sponsor:

Teads (http://teads.tv/)

Official Wire Sponsor:

Marketwired (http://www.marketwired.com/)

More exciting news about #PortadaLat will be disclosed by Portada in the coming weeks! For

information about sponsorship opportunities, please contact Kelley Eberhardt, Director of Sales

Marketing at 212-685-4441   (kelley@portada-online.com)

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 COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: Mary Kay:Grey Brazil – Itambé, Faixa Azul,Danubio ::: Kingdom – Merck pharmaceutical, Bayer Animal Health ::: Isobar Brazil – Schin ::: GMC :::

Click here for prior Latam Sales Leads issues

  • Mary Kay

Mary Kay expanded in Latin America by opening Mary Kay Colombia last Friday March 13. Mary Kay made an initial investment of $8 million to start its operations in Colombia. Mary Kay executives from the U.S., Mexico, Brazil and Argentina worked in partnership with Mary Kay Colombia executives in all aspects of the expansion, from market research to tailoring the Mary Kay opportunity to the Colombian market. Mary Kay enters the market with 150 select beauty products in the color cosmetics, skin care, fragrance and body care categories.

  • Grey Brasil

6d_OP93f_400x400From March onwards, Grey Brazil will work with three new clients: The agency will handle Itambé, Faixa Azul and Danubio communications. Faixa Azul and Danubio are two brands that belong to Vigor de Alimentos, one of the country’s largest dairy companies. In addition, the same group owns 50% of Itambé, well-known for its condensed and powdered milk.

  • Kingdom

merckMexican agency Kingdom has added two of the Merck pharmaceutical brands, with presence in 15 countries in Latin America, to its portfolio as well as Bayer Animal Health complete portfolio that includes: Equilibrium (multivitamin), Mira (food), Advantage Multi and Drontal , among others .Kingdom works with two of Merck global brands along with SelectNY’s Hamburg office.

  • Schin

69umutR6_400x400After a three-month review, Isobar Brazil has won , Kirin Brazilian group’s Schin beer account. The agency will be responsible of the brand’s digital communications, including planning, media, business intelligence, creativity and innovation. There will be over 20 professionals in charge of the porfolio. According to the agency, the main objectives are to strengthen the brand presence in the country, associate the beer with innovative actions and bring it closer to the target audience.

  • GMC

2RDtDC2s_reasonably_smallTrucks and pick-ups brand GMC has kicked off its largest advertising campaign in 15 years called Precision, which began with a 60-second spot on TV that appeared in an episode of police series Secrets and Lies, of ABC . It is the first of three new spots that will air throughout 2015, with digital, social media andprint. This will be the first campaign showing the entire GMC line since 2000, when it debuted with the tagline: We are Professional Grade. That phrase has been incorporated in this new ad, created by Leo Burnett, which has been the agency of record for the brand for many years .The new commercial shows the San Francisco Giants pitcher Jeremy Affeldt, who won the seventh game World Series last year.

https://www.youtube.com/watch?v=MYKkH1yeglo&list=PLCK989HFlacnUzo2qWj3gZkZusGVqQgjX

 

Half_full_half_emptyThere are huge opportunities in Hispanic Healthcare and Pharma Marketing. No market expert has any doubt about that. Several multicultural agencies are readying for the Healthcare opportunity including Multicultural Healthcare Marketing agency Prime Access appointing Chip Weinstein as new CEO, Prime Access former CEO Steven Millerman creating his own agency called EmCay and Multicultural Marketing firm XL Alliance also entering into the space. Yet, what has been achieved so far versus the size of the opportunity? Is the Hispanic Healthcare Marketing and Advertising glass half full or half empty?

 

Hispanics are under insured when it comes to Healthcare and there is a great opportunity in  marketing pharmaceuticals, particularly for diseases such as diabetes where Hispanics over-index. Yet Health and Pharma Advertising are not a really large category in the Hispanic Market and it is not yet really clear if the opportunity ever will be really taken advantage of by Corporate America.

Marcelo Rodriguez, Founder and Partner, Grupo Parada

Asked whether he thinks that Hispanic Healthcare and Pharma marketing opportunities have been really taken advantage of by marketers, Marcelo Rodriguez, Managing partner and Founder of Grupo Parada (picture), says “Absolutely not. Especially when it comes to reaching Millennial Hispanics. Only 7% of advertising is devoted to digital media in a group that spend most of their time online. There are definitely many areas that can be optimized. Local for example, is a huge opportunity, there are many online searches about Health insurance in Spanish and no results show providers in the large metro areas. While digital is a great way to market, nothing beats the personal interaction when it comes to Health Care enrollment”.

Steven Millerman, CEO, EmCay

Steven Millerman (picture), who in late December stepped down from his CEO position at Prime Access to pursue another venture with his own agency called Emcay, tells Portada that his focus will continue to be within the multicultural space with primary focus on health. “My passion for this space is like never before and only continues to grow. The opportunity for the industry is absolutely huge and I want to be a part of making that happen for the industry,” says Milerman who previously in his career worked as Head Cross Cultural Marketing in Novartis.

 

Opportunities: Technology, Strategy and effective Personal Interactions

Chip Weinstein, CEO, Prime Access

Chip Weinstein, photo left, the just appointed new CEO at New York headquartered agency Prime Access says that “One big opportunity is the technology that’s now available to better determine multicultural ROI. It enables us to help our clients isolate multicultural patients vs. general market patients in analyzing promotional response. It’s an interesting paradox: we’re experiencing technological advances on many fronts in health care, but at the same time we know that the individual decisions that drive health and wellness, and indeed successful patient outcomes, are quite personal and emotional. I think our challenge will be finding ways to leverage this particular aspect of wellness and achieve the appropriate balance. We do intend to lead in this area.” Prime Access clients include, Novartis Pharmaceuticals, Merck & Co., Novo Nordisk and Genentech Inc.

EmCay’s Millerman tells Portada that he feels that one important area of opportunity in Multicultural Healthcare Marketing is Strategy. “Functionally speaking, my primary focus will be strategy, which is where I still feel the biggest gaps are, however, I will also provide standard services from creative to media as opportunities come up. I also have several unique offerings that I have that will be HCP focused and not necessarily just consumer focused.”

We’re experiencing technological advances on many fronts in health care, but at the same time we know that the individual decisions that drive health and wellness, and indeed successful patient outcomes, are quite personal and emotional.

Have Hispanics consumers and Health Insurers taken advantage of Obamacare?

Was the affordable Care Act a defining moment to jumpstart Hispanic health care marketing? Has the number of enrolled Hispanics substantially increased? Marcelo Rodriguez of Grupo Parada, the New York based Digital Marketing Agency that has worked on many Healthcare enrollment outreach campaigns, says that :It´s hard to know, data has not been release yet. Last year, there were almost 2.6 million that got coverage since the new law started which is still low when we take into consideration that almost 30% of Hispanics 18-60 are uninsured.”

Rodriguez adds that the recent Immigration reform will not have an impact on the number of Hispanics who are eligible for ACA: ” The Obama administration specifically excluded people who obtain deferred action from participating in Obamacare. People who get deferred action will be considered ‘lawfully present.’ Under current law, many categories of lawfully present individuals are not eligible. People with deferred action are eligible only for Medicaid emergency services.”

There is still a long way to be walked in order to exploit the Hispanic Healthcare and Pharma Marketing opportunity. That also includes understanding and knowledge Big Pharma and Healthcare’s Corporate Marketing departments have of the Hispanic consumer. As Solomon Romano, Multicultural Marketing Strategy Director at WellPoint says, it is essential that “a marketer needs to understand the common values that unite most Hispanics.”