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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.

For prior Sales Leads LatAm editions, click here.

 

  • PepsiCo 
Pepsico in Sales Leads LatAm

PepsiCo Latin America has been working for the last decade to foster inclusive recycling in the region as part of its’ goal for plastics to never become waste. For instance, the company launched “Recycling with Purpose,” a circular economy model for Latin America based on consumer involvement and education. Today, Peru becomes the first country to implement the program. Through a partnership with ecoins — an initiative founded in Costa Rica that aims to increase the collection of PET materials in exchange for ecoins, a virtual currency — consumers in Peru can now earn discounts on a variety of products and services, in exchange for the collection of recyclable materials, including PET. The ecoins partnership aims to reach 1 million people with recycling awareness in its first year of operation across the region.The second component of the platform is including grassroots recyclers as an integral part of the circular economy model (similar to what The Body Shop is now doing in India). In this regard, PepsiCo Latin America has a long-standing partnership with the nonprofit Ciudad Saludable, a catalyst of the recycling ecosystem in Peru. Today, The PepsiCo Foundation is announcing a $2 million USD grant to Ciudad Saludable, to support the inclusion of 1,000 grassroots recyclers in recycling collection routes across eight countries (Argentina, Brazil, Chile, Colombia, Guatemala, Jamaica, Mexico and Peru). The program will indirectly benefit 800,000 people at the community level with improved recycling services, and aims to collect 6,000 tons of recyclable materials.

 

  • P&G
P&G in Sales Leads LatAm

US consumer goods giant Procter & Gamble will deliver on its promise of fragrance ingredients transparency by the end of the year, the company stated.To help consumers better understand the labels, P&G will also include information on where these ingredients are found in other products, such as in fruits or food.The move towards disclosure is in keeping with broader trends across the industry.P&G competitor Unilever has already disclosed all fragrance ingredients down to 0.01% in its home care, beauty and personal care products in the European and US markets. And cleaning products company SC Johnson has expanded its ingredient disclosure website to cover Latin America (in addition to Asia Pacific, Canada, Europe and the US), for a total of 8,700 products in 35 languages.

 

 

  • Cinépolis
Cinépolis in Sales Leads LatAm

Mexican movie chain Cinépolis has announced plans to develop 63 new cinema theatres across Saudi Arabia in the major cites of Riyadh, Jeddah, Dammam, Jazan and Najran over the next two years.The largest cinema exhibitor in Latin America and fourth largest exhibition circuit in the world, Cinépolis said six cinemas will be rolled out across the kingdom over the next two years, with the first due to open in Lulu Mall, Dammam, by the end of this year, four scheduled for 2020 and the sixth for 2021.The expansion into Saudi Arabia marks a huge milestone for the global cinema chain and was partly possible with the help of the Kingdom’s Vision 2030, which aims to diversify the country’s economy by leveraging non-oil sectors and promote culture and entertainment, according to a statement from the company.

 

 

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.

 

  • allpago
Allpago in in Sales Leads LatAm

PPRO, the cross-border e-payments specialist, isannouncing the acquisition of Latin American payments provider allpago to create the world’s leading platform for local payments. Allpago is the preeminent provider of payment and gateway services in Latin America covering 90% of the market1. This expansion is a transformational step for PPRO to meet its ambition of globalizing the company and build upon its recent expansion into Asia-Pacific and North America.The deal will see PPRO become a major influence in all markets globally and is adding a wealth of additional local payment methods (LPMs) to their payments offerings. Philipp Bock, founder of allpago, adds: “Latin America’s economy is one of the most exciting emerging regions in the world. 156 million people will buy goods and services worth US $80 billion online by the end of 20192. It is a part of the world that holds huge potential for PPRO to build a thriving presence.

For prior Sales Leads LatAm editions, click here.

Join us at PORTADA Mexico!

We are excited to announce that Nicolás López Martí, Sr Director, Core Salty Brands, Central & South America at PepsiCo Foods, is joining the Portada Brand Star Committee Latam, one of the six units of Portada’s Council System. The board’s next in-person meeting will be at Portada Mexico, on October 16 at Casa Lamm.

Born in Buenos Aires. Lived in Mexico City and now in Miami. Graduated in business in the Universidad de San Andres (Argentina). Marketing professional with a sound background in top multi-national CPG companies like SC Johnson, AB Inbev and PepsiCo. More than twenty years building iconic brands across LATAM (Pepsi, Lays, Doritos, Cheetos, 7 Up, Mirinda, H2O, Brahma). Driving top-line revenue growth through consumer-first marketing, innovation and people development. Currently PepsiCo’s global brands senior marketing director for Central & South America salty snacks.

Welcome, Nicolas, to Portada’s Council System!

Check out Portada’s interview with Nicolas about PepsiCo’s recent 360º campaign for UEFA’s Champions League here.

What: To leverage the UEFA Champions League, Pepsico launched a 360º campaign spanning 13 Latin American countries featuring some of the sport’s greatest household names.
Why it matters: The campaign offered an integrated experience through a variety of platforms and social networks, as well as mechanics tailored to each market in order to spark consumer engagement.

 

Hosted by the UEFA, the Champions League is the annual sports event that captivates the most spectators globally. Pepsico, ever the master in larger-than-life partnerships, has wisely profited from the event’s massive audience, launching a campaign along with the soccer powerhouse for the fourth consecutive year.

Their latest joint venture spanned over 13 Latin American countries and lasted three months starting in April, and it featured some of the sport’s greatest household names: Argentina’s Lionel Messi, Spain’s David de Gea, Uruguay’s Luis Suárez, and Chile’s Gary Medel.

The idea was to create a comprehensive 360º campaign to offer participants an integrated experience through a variety of platforms and social networks acting as points of sale. First, they forged a strategic partnership with ESPN to keep viewers interested and foster interaction all throughout the tournament. Then, its local branches conceived cleverly focalized campaigns per region throughout Latin America, that used different mechanics based on their consumer’s profile, behavior, and what dynamics they find the most engaging.

For example, Chile’s Minuto de Gol required participants to guess the exact minute the first goal would be scored. Demuestra tu pasión asked consumers in Guatemala to solve a trivia. El llamado de la Champions coaxed Mexican fans to register as many codes as possible to accumulate points. For Brasil’s self-explanatory Lay’s te leva para la final da UEFA Champions League, all viewers had to do to participate was registering a code online. Participants could win from Lay’s products and official UEFA playing balls to the ultimate prize: a trip to watch the final, Tottenham vs. Liverpool, at the legendary Estadio Metropolitano in Madrid.

Portada talked to Nicolas Lopez Marti, Senior Director, Core Salty Brands, Central and South America at Pepsico, in order to find out more about the strategy behind the campaign.

 

Nicolas Lopez Marti is a recent addition to Portada’s Brand Star Committee Latam. The committee’s next in-person meeting will take place at Portada Mexico, 17 October 2019.

 

Portada: Which were the 13 countries that participated in the campaign?

Nicolas Lopez Marti: Colombia, Peru, Chile, Argentina, Uruguay, Paraguay, Guatemala, Honduras, El Salvador, Costa Rica, Panama, Puerto Rico and Republica Dominicana.

 

Portada: Was the campaign also aimed at Hispanic audiences in the U.S.?

N.L.M.: Lay’s has a strong presence with Hispanic fans on sales points. Based on our knowledge of the audience, we’re completely sure that by featuring Lionel Messi as the campaign’s main international spokesman, we’d be able to connect with them on a special level.

 

Portada: Which media did you use the most? Broadcast, video, social…?

N.L.M.: It was an integrated campaign, present on OOH, radio, TV and very strongly on digital media. We also added PoS dynamics and interactive games so the consumers could get the full soccer experience when they purchased their Lay’s.

 

Portada: Which were some of the most outstanding activations?

N.L.M.: Throughout February, we had the actual “Orejona”, the famous Champion’s League cup on display at a huge public event in Guatemala, featuring celebrities and players. We also planned an interactive activation to complete the virtual “Topps” figurine album, which is very famous in Colombia, Argentina, Peru, Uruguay, and Paraguay.

 

Portada: What has been your main social media strategy?

N.L.M.: Our already strong regional presence on Instagram and Facebook, and influencers from each country narrating their experience live during the actual final match.

 

Portada: Did you notice a direct impact of the TVC on your social media initiatives?

N.L.M.: Absolutely. Showing superstars like Messi, Suárez, De Gea, and Medel touched consumers directly; they felt widely motivated to interact with Lay’s on social networks and participate in the dynamics. Plus, the prize to see the final in Madrid was the greatest motivator to interact with the brand.

 

 

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.

 

  • PepsiCo Latin America

In the run-up to this year’s UEFA Champions League Final in Madrid, PepsiCo Latin America together with its iconic snack brand Lay’s®, announced the launch of an initiative created to reward the sports fanship of millions of fans who follow the most prestigious football league closely every year and the world’s most-watched annual sporting event. The campaign has different names such as “¡Demuestra tu pasión!”, “Lay’s Minuto de Gol”, “Pasión Futbolera”, “El Llamado de la Champions” and “Lay’s Te Leva Para A Final Da UEFA Champions League” and will hit 13 countries across the region. The initiative was launched on April, with a duration of three months, and will feature the participation of the most resounding figures in world football such as Argentine Lionel Messi and Spanish David De Gea. Also, Luis Suarez participates in the campaign of his native country, Uruguay, as well as Gary Medel for the campaign in Chile.In each Latin America country, the fans of Lay’s and the maximum annual football competition will be able to participate in a promotion in which, according to local dynamics, they could win from different Lay’s products, to official UEFA balls and, as a maximum prize, a trip to watch the UEFA Champions League Final to be played on Saturday, June 1 at the brand new stadium Metropolitan of Madrid A comprehensive 360 ​-degree campaign provides a complete experience to the participants, both through the multiple online platforms and social networks, as well as in the different points of sale.In addition, a strategic partnership with ESPN, the highest-rated sports network in Latin America, will allow the local consumer to connect with Lay’s and their passion for football in a way never seen before.

 

 

  • Marriott

Marriott International has revealed Homes & Villas by Marriott International, a home rental initiative with 2,000 premium and luxury homes located in more than 100 destinations throughout the United States, Europe, the Caribbean and Latin America. Starting next week when the offering launches, members of Marriott Bonvoy can earn and redeem points at these highly curated homes, providing more choice of accommodations that suit a range of travel needs around the world. Marriott’s expansion into home rentals was developed as a result of the 2018 pilot under the brand extension Tribute Portfolio Homes. The introduction of Homes & Villas by Marriott International adds nearly 40 new leisure destinations for Marriott Bonvoy members to earn and redeem points, including Sorrento, Italy and the Amalfi Coast, Italy; North Lake Tahoe, CA; and St. Barts in the Caribbean.

 

 

  • Selina

Selina, the Latin-American hospitality startup that combines beautifully-designed accommodation with coworking, recreation, wellness and local experiences, announced plans to expand into the U.K., signing four new locations in Liverpool, Birmingham and in Manchester. Selina partnered with Aroundtown and Altshuler-Shaham Properties to acquire a US$40 million portfolio of hotels operating under the Hatters brand to kick off its expansion efforts in the region.Set to rebrand as Selina in the second half of 2019, Selina will bring its signature Latin American aesthetic to each of the locations in partnership with emerging local artists and designers.Selina’s expansion to the U.K. comes on the heels of a US$100 million series C funding round, which was led by Access Industries, with participation from Grupo Weise and existing investors  Colony Latam Partners. In addition to the U.K., 2019 will see Selina open a further 31 properties in Germany, Portugal, Greece, Israel, Argentina, Brazil and Mexico, in tandem with expansion into new European and Latin American markets and an entrance in Asia by 2020. Founded in Latin America in 2015 by Rafael Museri and Daniel Rudasevski, Selina has rapidly expanded around the world, operating 46 locations in 13 countries.

 

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.

 

 

  • Delta Airlines

Ogilvy México, currently led by Verónica Hernández  and Checha Agost Carreño, has been appointed by Delta Airlines to handle the brand in Mexico, Brazil and US hispanic market. The agency will be responsible for ATL and digital campaigns among other duties.

 

 

  • AXION energy

After five years of joint work, Havas Argentina has been once again chosen by AXION energy and will continue to be in charge of the oil company’s strategy, planning, negotiation and media buying.

 

 

 

 

 

Join us at PORTADA Mexico!

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. 

  • Coca-Cola

Following a pan-regional pitch, Coca-Cola has selected Starcom, a Publicis Media agency, to continue to  manage their business in Colombia, Ecuador and Venezuela while expanding  the relationship in nine additional markets including Costa Rica, Panama,  Guatemala and Dominican Republic. As part of this new partnership, Starcom will continue to ensure excellence in media planning and buying  while transforming and accelerating Coca-Cola’s business growth  regionally.  Starcom will service the business through a data-driven model as well as  other customized tools for the brand and market. There will be a regional  hub in Colombia dedicated to centralizing all planning, integration and  digital transformation. In addition, each local market will have a team that  specializes in data, analytics and digital transformation. This expansion will continue to strengthen a global relationship that has existed for almost 25 years.

 

  • Wyndham

The Wyndham hotel chain is planning to open eight new properties in Mexico next year including one under its most luxurious brand. Alejandro Moreno, the company’s general manager for Latin America and the Caribbean, said Wyndham is expanding in Mexico because the country is a rising power in tourism and the sector is expected to continue to grow in the coming years.With the eight new properties, the number of Wyndham hotels in Mexico will increase from 52 to 60.The most-hyped upcoming opening is that of a Wyndham Grand Hotel in Mexico City.The Mexico City Wyndham Grand will become the company’s 11th brand with a presence in the country.

 

 

  • PepsiCo Latin America

As consumers in Latin America increasingly demand more nutritious food options, PepsiCo has continued to expand its portfolio to meet the evolving preferences of consumers towards more nutritious options.To satisfy these changing consumer preferences, PepsiCo has embarked on an ambitious expansion of its Latin American portfolio of more nutritious foods and beverages through brands like Tropicana, Naked, Kero Coco and Quaker, with the aim of reducing the amount of artificial ingredients and other additives, such as sugars, saturated fats, sodium and calories, in its products.To help meet these goals, PepsiCo has invested in research and development (R&D) centers in key countries in the region.These hubs are responsible not only for driving innovation for the company in Latin America, but also contributing to research and development projects that accelerate innovation for PepsiCo in other parts of the world.PepsiCo Latin America has also invested in its “Nutrition for the Future” platform, a hub of programs focused on increasing access to nutritious food and beverages, education for healthy lifestyles and balanced nutrition, and support for agro-economic self-sufficiency.PepsiCo has already reached 20,000 people in Argentina, Colombia, Chile, the Dominican Republic, Guatemala, Mexico, Uruguay, and Venezuela, with these programs, and expects to reach another 10,000 by 2020.

 

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.

 

  • Azul/ Copa Airlines

Azul Brazilian Airlines and Copa Airlines have announced a broad cooperation agreement that will connect the two largest route networks in Latin and South America. As part of this agreement, customers can conveniently connect to Azul’s unrivaled domestic network when flying Copa into and out of Brazil. This agreement means that Copa customers can now potentially access all of Azul’s 101 domestic destinations in Brazil, including 52 destinations not served by any other airline. In the near future, Azul will also place its code on Copa flights into and out of its Panama city hub, allowing Azul’s domestic customers to take advantage of the broadest network in Latin America.

 

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.

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. 

  • PepsiCo 

PepsiCo Latin America has launched a new campaign entitled ‘RefresCosas’ , meaning ‘Refreshing Things’, across Latin American markets. The social media campaign has been created by Impero.The campaign, which rolled out on the brand’s Instagram and Facebook across Latin America, has been divided into four concepts, each with eight short pieces, the 32 videos and GIFs will be launched onto 7Up social channels across eight markets: Colombia, Venezuela, Uruguay, Mexico, Chile, República Dominicana, Perú and Argentina.Imperio opened offices in Buenos Aires in 2016, with PepsiCo as the first client for the agency in the LATAM region.

 

 

  • ICBC

Media agency Carat Argentina, part of Dentsu Aegis Network, has added Industrial and Commercial Bank of China, also known as ICBC, to its client portfolio following a pitch. The agency will be in charge of the brand strategy and online & offline media buying and planning. ICBC has been in Argentina since 2012, where it operates through 117 branches accross the country.

 

 

 

  • Anheuser-Busch Inbev

Anheuser-Busch Inbev, one of the world’s largest brewer, is increasing spending on marketing initiatives ahead of the FIFA World Cup this summer, as such promotions have already helped boost demand in Colombia and Peru, according to Bloomberg. Budweiser’s campaign for the World Cup, the most-watched sporting event globally, began this week. The initiative comes as Anheuser-Busch InBev works to drive more revenue from athletic tournaments and social occasions. In Colombia, the Aguila brand increased sales more than 50 percent in the first quarter, helped by ads that fueled nostalgia for the last time the country played in the World Cup.Cristal performed well in Peru, as the brand is supporting the national team. Anheuser-Busch InBev said it plans World Cup promotions for Budweiser in Argentina and in Nigeria, where it started selling the brand in March. One of the first ads in the new campaign involves hundreds of drones flying beer bottles from St Louis, Missouri, Budweiser’s home, down the shores of Rio de Janeiro, through the jungles of Latin America and over snowy mountain ridges. They drop off the beverages in Shanghai’s city center, in British pubs and finally at a Moscow soccer stadium.

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.

 

  • AccorHotels

French group AccorHotels has agreed to buy the management company behind Chile’s Atton Hoteles for around US$105 million, in a deal which AccorHotels said would boost its earnings and strengthen its position in Latin America.The Atton Hoteles deal marks the latest example of AccorHotels’ ambitious takeover plans, and follows its acquisition last month of Movenpick Hotels.AccorHotels will acquire 100 percent of the management company that operates 11 Atton hotels across Chile, Peru, Colombia and Florida in the United States.AccorHotels will also buy 20 percent of the property company that owns these assets, with the remaining 80 percent being bought by Chilean company Algeciras. AccorHotels will also have an option to sell its 20 percent in that property company to Algeciras after five years.AccorHotels, whose portfolio ranges from upmarket brands such as Sofitel to the Mercure and Ibis brands, expected the Atton deal to be completed in the second half of this year.The French group said the Atton takeover would boost its earnings from the first year of the deal being completed.

  • Radisson Hotel Group

Radisson Hotel Group has appointed Accenture Interactive as its global experience agency, to increase the digital presence of its brands and hotels, and transform the digital experience to improve customer acquisition and retention.Accenture Interactive will offer digital marketing services for Radisson Collection, Radisson Blu, Radisson, Radisson RED, Park Inn by Radisson and Country Inn & Suites by Radisson, covering more than 1,100 hotels in operations across 80 countries. The agency will leverage the hospitality expertise of Accenture’s Travel Industry Group, and apply technology and data for personalised and targeted campaigns across all digital channels.Anatoly Roytman, senior MD, Europe, Africa, Middle East and Latin America lead and global commerce offering lead, said the agency can offer a new approach to build creative digital campaigns, as well as a solid channel strategy to raise brand equity, revenue growth and customer love.

  • Radisson Hotel Barra Rio de Janeiro

Radisson announced the opening of Radisson Hotel Barra Rio de Janeiro. The hotel is in the heart of Barra da Tijuca, which features beautiful beaches, Barra Olympic Park and the Tijuca Forest National Park.Atlantica Hotels is a licensee for Radisson Hotel Group’s brands in Brazil including: Radisson Blu, Radisson, Radisson RED and Park Inn by Radisson. The two companies have enjoyed a longstanding relationship in Brazil that now includes 13 hotels.“We are excited to see the continued growth of the Radisson brand in Brazil,” said Frances Gonzalez, vice president of Operations for Radisson Hotel Group 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 Multicultural consumers right now.

For the subscription to Portada Interactive Database of Marketers targeting Latin American consumers. Please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription at the special offer price (offer expires Dec. 23!.)

For prior Sales Leads editions, click here.

  • Fiat Chrysler Automotive & Mars

kzkuhwk__400x400Publicis Media has been appointed media agency of record for Fiat Chrysler Automotive (FCA) for several major regions outside the U.S., following a review. The business has andescarga-2 estimated US$625 million in billings, according to The Drum.

 

 

descarga-3The media conglomerate has also won a big portion of Mars’ global media assignment. Local buying agency transitions will begin immediately, and will officially take effect beginning with Mars’s 2017 media investments. In 2015, the candy brand transitioned to a single global media planning agency, Mediacom. Prior to that, Publicis’ Starcom was responsible for most of the business, including the U.S. Mars’ ad spend exceeds US$680 million in the U.S. and US$1.5 billion worldwide.

  • Burger King & PepsiCo

5d7c0a3957e76a60402dc8cbe022d74eBurger King and PepsiCo are teaming up in Latin America to demonstrate the authenticity of their brands in a video called “Rechazado” (“Rejected,”) Adage reports.The 2 ½ minute video started running in Argentina in social media and will also be used in cinemas, and is likely to be used in other countries in Latin America. It was created by We Believers, a small New York shop co-founded two years ago by Gustavo Lauria, who is Argentine, and Marco Vega, a Mexican. We Believers won the assignment with its insights into the two brands’ shared values, and the clever twist of contrasting Burger King and Pepsi with their biggest rivals (who are never named, due to rules in Argentina against comparative advertising).

 

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.

  • McDonald’s


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New Zealand digital analytics and marketing company Plexure Group has signed an agreement with the biggest McDonald’s franchisee in Latin America and the Caribbean.The deal extends Plexure’s global relationship with McDonald’s announced last January, helping distribute discount vouchers to customers’ smartphones.Already used by McDonald’s in Japan, Sweden, USA, Netherlands, and parts of Eastern Europe, the new contract is with Arcos Dorados.

 

 

  • Qatar Airways
hhjoe2s__400x400Qatar Airways has purchased a 10 percent share of Santiago, Chile-based Latam Airlines Group, the carriers announced on December 29. Through its subsidiary, Qatar Airways Investments, the Persian Gulf carrier acquired 60.8 million shares in a transaction valued at US$608 million.Latam was formed by the 2012 merger of Chile’s LAN Airlines and Brazil’s TAM; it reports a combined fleet of 335 aircraft. Latam and Qatar Airways are members of the oneworld airline alliance.The entrance of Qatar Airways as shareholder of Latam represents a unique opportunity to develop a long-term relationship and explore new opportunities for connectivity with Asia and the Middle East.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting Latin American 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.


En 17 categorías, 60 son los aspirantes a ganar oro o plata en los próximos premios Effie de Argentina a lo mejor del marketing y publicidad de dicho país. Los contendientes son:

FINALISTAS DE EFFIE ARGENTINA 2012
Alimentos

-Berrinche
, de CraveroLanis para Molinos Río de la Plata
-Ser más cerca que nunca
, de Y&R para Ser, Danone
-Casamiento Lucchetti-Preferido
, de Madre para Molinos Rio de la Plata
-Hay ganas de juntarse
, de BBDO para Matarazzo, Molinos Río de la Plata

Bebidas
-Encontronazo
, de Y&R para Quilmes Cristal, Cervecería y Maltería Quilmes
-Tu primer trabajo
, de MPG para Sprite
-Construyendo la Era de Aquarius
, de Madre para Aquarius
-Repositores
, de Y&R para Levité, Danone
-Héroes anónimos
, de BBDO para Gatorade, Pepsico
-Es un ángel
, de Y&R para Quilmes Lieber, Cervecería y Maltería Quilmes
-Censo
, de Y&R para Villavicencio, Aguas Danone
-Norte photostop
, de Del Campo Nazca S&S para Norte, Cervecería y Maltería Quilmes
-Deja tu huella
, de OMD para Villavicencio, Aguas Danone

Higiene y cuidado personal
-Xtra cool
, de Ponce Buenos Aires para Rexona men, Unilever
-2012
, de Ponce Buenos Aires para Axe, Unilever
-Belleza creíble
, de McCann Erickson para L’Oreal París

Mantenimiento y accesorios para el hogar
-Padres en slip
, de Del Campo Nazca S&S para BGH Silent Air

Vehículos y accesorios
-Boys don’t cry
, de Publicis Buenos Aires para Renault
-Run Ecosport, run
,  JWT para Ford Ecosport
-Capitales
, de McCann Erickson para Chevrolet S10
-El rastro
, de MPG para Renault Duster
-Nada borra la primera experiencia
, de McCann Erickson para Chevrolet Celta

Productos varios
-Puma urban art
, de Human para Puma
-No es un carnet, es un sentimiento
, de DDB para Club Atlético Boca Juniors
-Tu número es tuyo y es Personal
, de Santo para Personal
-El día que la Bombonera habló
, de BBDO para Nike
-Música en Primavera
, de OMD para Poett

Marketing promocional
-Código amigas
, de 361° Argentina para Siempre Libre y Carefree, J&J
-Desafío Zero
, de Human para Coca Cola Zero

Servicios financieros
-Los vengadores
, de víctimas a justicieros, de Euro RSCG para BBVA Francés

Acciones interactivas
-Día de la Madre 2011
, de Madre para Lucchetti, Molinos Río de la Plata
-The cleaner
, Ponce Buenos Aires para Axe, Unilever
-Silencio
, mujeres conversando, de DDB para Ades, Unilever
-El primer comercial en Twitter
, de BBDO para Smart, Mercedes Benz
-Chatmuyo
, de BBDO y MPG para Gancia One, Cepas Argentinas

Servicios no financieros
-Sobre celos y competencia no había nada escrito,
de Ponce Buenos Aires para Fundación Temaikén
-Cumpleaños sorpresa
, de Y&R para Speedy Banda Ancha + Internet Móvil de Movistar
-Irresponsables
, de Don para Fibertel
-Real Madrid vs Barcelona en 3D
, de Arena para DirecTV

Lanzamientos
-Trepate a la diversión
, de JWT para Frigor Torpedo Monkey, Nestlé
-Limoneto
, de BBDO para H2Oh!, Pepsico
-Nada borra la primera experiencia
, de McCann Erickson para Chevrolet Celta
-Capitales
, de McCann Erickson para Chevrolet S10
-Boys don’t cry
, de Publicis Buenos Aires para Renault
-Evolution
, de Don para Fibertel
-Lanzamiento Vitaminwater
, de Human para Vitaminwater

Bien público
-Un gol, un potrero
, de BBDO para Tarjeta Naranja
-Record Guiness solidario
, de McCann Erickson para Fundación Hospital Garrahan
-Los pinchazos de Bilardo
, de McCann Erickson para Consejo Publicitario Argentino

Medios de comunicación
-Once upon a time
, de OMD para Sony Entertainment Television

Éxito Sostenido
-La galletita favorita de la leche y de los chicos
, de DraftFCB para Oreo, Kraft Foods
-Cada día más
, de Y&R para Banco de Galicia
-Nunca dejes de sonreir
, de Grey para Corega, Glaxo Smith Kline

Imagen corporativa
-Turismo BA
, de Don para Gobierno de la Ciudad de Buenos Aires
-Olorcito a ahorro
, de Ogilvy y Arena Media para Santander Río
-Tu firma es tuya y es Personal

Nuevos movimientos en los departamentos de mercadotecnia de las empresas y en las agencias, que afectaran al gasto publicitario orientado al mercado latinoamericano. Una columna indispensable que ayuda a los ejecutivos de medios y las agencias desarrollar su negocio.

  • Exxon Mobile – Colombia y El Caribe

Mediabrands ganó el manejo de la cuenta de Exxon Mobile en Colombia y El Caribe. La cuenta será gestionada desde las oficinas de Mediabrands Colombia y Miami.

  • PepsiCo – México

Maxus, la agencia de medios parte de la red de GroupM (WPP) anunció que ganó el manejo digital de la marca Pepsico Foods en México.

  • Sony – Latinoamérica

Después de una selección entre las agencias de la región, Sony escogió a Global Mind para encargarse del manejo de su cuenta digital en Latinoamérica.

  • OgilvyEarth – Chile y Argentina

OgilvyEarth comenzó a operar en Argentina y en Chile. Se trata de una unidad de negocios con expertise en comunicaciones sustentables. El ejecutivo argentino Michael Vilcinskas actuará como ceo y el profesional chileno Carlos Bensan será director creativo.

La operación, que abarcará a ambos países, mantendrá y reforzará el joint venture que OgilvyEarth tiene con Abrazos, una agencia especializada en marketing social y sustentable.

  • BC/ Arcor – Argentina

La agencia Kepel & Mata anunció que manejará la comunicación de la marca de Arcor, BC en Argentina.

  • Maximus – Global

Brown Forman escogió a Wieden+Kennedy como su agencia de medios global para su marca de vodka Maximus. La marca busca redefinirse y apuntar a las mujeres jóvenes. Maximus fue adquirida por Brown Forman en junio del 2011.

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

Un directorio en línea interactivo. Con información detallada de contacto de más de 500 líderes y directores de agencias de mercadeo / publicidad orientados a los latinoamericanos y / o consumidores en el mundo latino.

Los campos de búsqueda incluyen:

Nombre

Empresa

Cargo

Dirección

Ciudad

E-mail

Cuentas que maneja

Teléfono

Comentarios adicionales

Metodología:

La adquisición de contacto pasa a través de listas de suscriptores propias de Portada, asistentes a las conferencias, intercambio en eventos del área, otras investigación, etc .. El equipo de Portada actualiza continuamente y realiza las pruebas de las listas a través de procedimientos que incluyen llamadas telefónicas de rutina, pruebas de e-mail y listas de USPS NCOA.

Precio:

Suscripción anual: $499 que incluye acceso ilimitado a los artículos premium de Portada y descuentos especiales para las conferencias de Portada.

¿Preguntas? Por favor comuníquese con nosotros llamando al 1-800-397-5322 si tiene alguna pregunta. (Fuera de los Estados Unidos por favor comuníquese al 1212 685 44 41)

Changing Places LatAm: 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!)

Unilever appoints Placid Jover new Vice President HR for Latin America.

 

 

 

 

 

 

Pablo Hurtado takes over as Sales and Retail Director of Volvo Trucks Argentina.

 

 

 

 

Insurance group La Caja named Cristóbal Cadenas new Marketing & Digital Communications Manager.

 

 

 

 

 

 

 

 

Luis Alberto Perez Ettedgui is Nissan Motor Corporation new LATAM Marketing Director.

 

 

 

 

 

Mariana Roca is the new Communications Manager, Central & South America at PepsiCo.

 

 

 

 

 

 

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

What: IZEA specializes in connecting brand marketers with influencer content creators and has signed a letter of intent (LOI) to acquire FLUVIP, which operates multiple influencer platforms in Latin America.
Why it matters: The rapid growth of cell phone use and digital marketing to sell products and services in Latin America makes FLUVIP’s network of 100,000 Hispanic influencers in both LATAM and the US look like the perfect scoop for IZEA to move into the region.

IZEA may have found the perfect match for extending its dominant technology connecting brands and influencers into the growing Hispanic market in the US and Latin America.

Who’s the lucky bride? FLUVIP.

It’s not a big surprise when you consider FLUVIP’s multiple influencer platforms in Colombia, Brazil, Mexico, Peru and Argentina plus FLUVIP’s network of more than 100,000 influencers. Not to mention its client base.

Plus, the rapid growth of cell phone use in the region has been catapulting digital ad spending by brands to new highs making FLUVIP an even more attractive prospect for IZEA.

“We believe that there is a significant opportunity for international consolidation in the Influencer Marketing space,” Alfonso Gómez Palacio, Telefonica’s Director Hispam North said in a statement announcing a Letter of Intent to acquire FLUVIP released on Wednesday.

“This transaction brings together the leading influencer marketing platform in the United States with the leading platform in Latin America.”

A match made for LATAM

Pedigree helps in any marriage and FLUVIP is brings a lot to the altar with investors which include the global Hispanic entertainment brand Cisneros Group, Spanish multinational telecommunications company Telefonica, and Velum Ventures specializing in seed and early stage investments in Latin America.

IZEA’s CEO Ted Murphy told the website Cheddar that IZEA sees tremendous promise in influencer marketing in LATAM where digital ad spending is expanding at twice the rate of the US.

This transaction brings together the leading influencer marketing platform in the United States with the leading platform in Latin America.

But successful influencer marketing requires a vision and perseverance, according to Vivian Baron, founder and creative chairwoman of Band of Insiders.

José Camargo is a member of Portada’s Brand Star Committee Latam

She recently told attendees at #PortadaMX in Mexico City only a “long-term strategy” can grow the “critical mass of loyal followers” brands need for influencer marketing to do its magic.

Synergy between influencers and a brand’s values is also an important tonic for success.

“You should focus on gaining trust and credibility through an influencer whose values coincide with the company’s,” José Camargo, e-commerce subdirector at Best Buy Mexico told #PortadaMX.

 

A perfect union of technology

IZEA intends to leverage its marriage with FLUVIP to combine the organizations’ technologies and provide better influencer marketing services to large international brands.

This technological union will accommodate multiple languages and currencies, software and managed services, and cultural expertise.

“We are excited by the potential to unite FLUVIP with IZEA to form a truly unique technology and services platform catering to marketers and influencers across North, Central, and South America,” Sebastian Jasminoy, Founder and CEO of FLUVIP, said in a release.

Multiple ways to tell brands’ stories

The marriage of IZEA and FLUVIP would appear to create a perfect match for brands looking for influencers to deliver their unique stories to consumers in LATAM.

FLUVIP operates platforms in LATAM that include Influtech, AdvocatesPro, and Mediadata where brands can harness the power of leading opinion makers in the region.

Plus, FLUVIP customers include Coca-Cola, Samsung, Apple, Pepsi, BBVA, Sony, Fox and National Geographic to name just a few.

But the game of influencing consumers isn’t just about influencers.

“Influencers are not only about your image; they can provide a great amount of information. By analyzing data and organic profiles, you can find more information than what a common marketing study can provide,” Band of Insiders Influence Marketing Manager Leonardo Vargas told #PortadaMX.

The precise terms of the FLUVIP acquisition haven’t been announced. The transaction may be consummated as soon as May of this year.

 

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!)

 

António Bettencourt is the new CMO of Aervio for Europe and Latin America. Prior to joining the travel agency, he served as COO at Emtrics.

 

 

 

 

 

El territorio autónomo de Curazao has named  Andre Rojer marketing manager for South America. Rojer previously had the same position fot the North American region, that includes Canada and the U.S.A.

 

 

 

 

 

Magdalena López is the new CEO of Renault México and Eric Pasquier is the new marketing director for France. López has eight years of experience at  Renault México, while Pasquier is been in the company for almost twenty years.

 

 

 

 

After two decades,Valentina Solari is leaving his position as director of DS and marketing and communications director of Citroën Argentina at Groupe PSA Argentina.

 

 

 

 

 

Francisco Mangiarotti has been promoted to marketing manager for Gatorade. The executive has been in Pepsico since 2004, when he joined the company as marketing coordinator.

 

 

 

 

Ingenium has appointed Marcos Dufau as commercial director for South America. Dufau has more than two decades of experience in the south region working for prestigious companies.

 

 

 

 

 

What: Jill Leccia, Gatorade Sr. Director of PepsiCo Latin America Beverages, talked to Portada about the process of creating a global marketing campaign that’s also aware of consumer’s individual needs.
Why it matters: Today it is more important than ever for brands to connect with consumers at a personal level while keeping local idiosyncrasies in mind but within a global context.

For young consumers and athletes, customization and personalization are becoming the main priority. They want their favorite brands to provide them with real-life experiences, and to feel unique but, at the same time, integrated to a global community of like-minded people. We talked to Jill Leccia, Director of PepsiCo Latin America Beverages, about Gatorade’s new marketing efforts, and the success of 5v5, a global soccer tournament for young athletes.

 

 

 

Check out the stars that will speak at Portada Miami on April 19, at the East hotel! They will discuss various topics related to the future of marketing and innovation in sports, to see Jill Leccia and our other speakers from up close, register now!

Portada: In a nutshell, what is Gatorade’s innovation strategy?

Jill Leccia: “First of all, we must continue doing what we do best: innovating to fuel athletes. We realize that customization and personalization is the next frontier of sports nutrition, so that will be the focus of all our new products and equipment.  The strategy is to provide fueling recommendations specific to an individual athlete but in a global context. Right now we’re expanding our product offerings and seeking to make bottles and pods available to more professional teams of the NFL and NBA, and specifically the FC Barcelona.”

Portada: Tell us about your latest sports marketing venture aimed at young consumers.

JL: “We have an experiential program for young soccer players called Gatorade 5v5. It’s a tournament for players between 14 and 16 years old that fosters young talent while elevating their experience within this global sport. It started in Latin America in 2015, with the participation of six countries. By 2017, the number climbed to fifteen. In this year’s edition, we have 25 countries from Latin America, the US, and Europe, and for the very first time a women’s division.”

[We] celebrated the local champions to build an emotional connection with the national audience and a sense of patriotic pride before the global scale.

Portada: How was the process of personalizing a massive product like Gatorade for young consumers through media strategies on digital/social platforms? 

JL: “First of all, we focused on telling the story of how Gatorade uses science-based beverages to help young athletes prove their skills on an international world tournament. The marketing campaign was based on getting individual contestants get involded through special and distinctive moments that highlighted both athletism and Gatorade’s strenghts. We divided the strategy into four phases. The first one used footage from 2016’s Soccer Stars to build hype around the local tournaments. Then, phase two presented and celebrated the local champions to build an emotional connection with the national audience and a sense of patriotic pride before the global scale. These stories gave mass awareness to the event.

In phase three we focused on the Global Finals in London. We had the tournament’s official draw hosted by ESPN’s UEFA Champions League talent and Gatorade’s senior management, and the local champions from our biggest markets were invited to the ESPN studios before the finals for a meet and greet and a TV special airing. And finally, in phase four we showed recaps and live updates of the Global Finals in London on social media, in which we highlighted the performance of the players and our product innovations and benefits while leveraging key partners and influencers.”

Jill Leccia, in conversation with Jan Gertis, Managing Director of Latam Transformation at OmniCom, Soccer in the U.S. and across Latin America, A look at the Future of the Beautiful Game, Portada Miami, East Hotel, 2:50pm.

SOCCER IN THE U.S. AND ACROSS LATIN AMERICA

A look at the Future of  The Beautiful Game

Portada: What have you learned from previous editions of 5v5 that you’ll apply in the future?

JL: “We learned to follow up our teams and help them promote what they achieved on the Gatorade 5v5 tournament. That way, we can continue spreading their amazing stories of talent and effort and keep generating awareness for the tournament.”

Portada: How does the Gatorade lifestyle shown in marketing campaigns reflect upon its real-life consumers?

JL: “We think an experience like Gatorade 5v5 can also play a role in the lives of our general consumers because Gatorade is there to fuel all efforts, sweat, and talent.”

Portada: Do you have campaigns in support of local inclusion?

JL: “For example, in 2017, five NGOs focused on awareness and support of social inclusion in Argentina, Brazil, Colombia, Mexico, and Peru —some of the same ones as last year—. They received funding and support from Gatorade train and prepare a team to represent them on the field. As a part of the 2018 Gatorade 5v5 tournament, the Big Game campaign gave them 15 thousand dollars each.”

[Images by Gatorade]

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!)

PepsiCo has appointed Rosalina Tornel as new head of marketing for Quaker in Latin America. She had already been fulfilling this role for the Mexican market since 2012, reported AdLatina.

 

 

 

 

Edgar Estrada has been named the new brand director at Volkswagen Mexico. He’s worked for the company for almost 20 years, and he had been general manager of the Seat brand since 2011.

 

 

 

 

Taiwanese biking company Merida Bikes has appointed David Galán as new marketing director for Spain and Portugal. He’ll replace Nacho Fernández, who has left the firm.

 

 

 

 

CTD Partners has announced the arrival of new partner Cristián Montenegro. He’ll be head of all operations in Chile, as reported by AdLatina.

 

 

 

 

 

Enrique Sabatini has joined Turner Argentina as executive director of advertising sales. He’ll provide integrated proposals to clients, both in linear TV and digital.

 

 

 

 

 

It’s almost here! This week,  Portada Miami in the Hotel EAST on April 18 and 19 will provide a unique setting where Innovators and Brand Leaders will take the stage to discuss what is next for Latin Markets in the U.S. and Latin America. Topics major brand marketers and innovators will discuss include Voice-Based Technology, Gamers and Gambling, Attribution Models for Digital Media Agencies, App Marketing and much more. Register now here!

Innovators and Brand Leaders attending Portada Miami are members of Portada’s powerful Council System of Brand Marketers and Agency Execs. Other innovators and major players participating in Portada Miami include:

Chris Dougan, Head of North America Communications, Genius Sports
Ben Spoont, Founder & CEO, Team Misfits (Leads Miami Heat’s eSports strategy)
Jill Leccia, Senior Marketing Director, Gatorade Latin America
Ricardo Arias-Nath, CMO, PepsiCo Latin America
Many more to be announced soon!

To ready the discussion for Portada Miami, Portada’s Head of Content Janet Grynberg wrote the article below on 5 Drivers of Latin American Marketing in 2018.

1. GDP is Growing at a Strong Pace

Cristian Figoli, Amnet Argentina, Dentsu Aegis

Marketers and economists agree that there are unequivocal signs of recovery in several Latin American economies. For Cristian Figoli, head of Amnet Argentina, “the signs are definitely there, especially tied to higher investments and bets from global companies in the region”. Companies have their eye on Latin American countries because, as Focus Economics explains, the economy in these regions is accelerating at a great pace: the strongest recoveries are expected in Argentina thanks to various reform efforts and a healthy global backdrop, and Brazil is expected to benefit from lower interest rates and a recovering labor market.

 

The LatinFocus Consensus analysts see regional GDP growing 2.4% in 2018. In 2019, growth is seen rising modestly to 2.7%. According to Cynthia Evans, director of insights at Group M Latin America, the signs are hard to miss: “GDP is stable, advertisers are planning with a slight uptick in budgets, and currencies are more stable.”

2. Digital Growth Will Continue to Influence Marketing

Iván Marchant, VP at ComScore Mexico, Colombia, and Peru

A big sign of recovery, according to Iván Marchant, VP at ComScore Mexico, Peru and Colombia, is the growth of the digital industry: “We can see growth not only in the audiences on the internet but in the usage of different devices,” explains Marchant. “Every day people are using more and more mobile devices. In terms of advertising, investments in digital are also rising. In almost all countries in the region, the growth in digital advertising is around 10 times the growth of their national GDP.”

 

When things change, the opportunity to improve communication is larger.

 

Digital transformation is moving really fast, which should mean something for marketing and media services. For Marchant, “When things change, the opportunity to improve communication is larger.” According to Amnet’s Cristian Figoli, “stronger economies are developing technology to improve marketing services, which is beneficial for the full marketing ecosystem.”

 

3. How to Prepare for Political Risks

The main threat to economic balance in Latin America in 2018 will be the unstable political environment. The presidential elections in Costa Rica, Cuba, Paraguay, Brasil, Mexico, Chile, Peru, and Colombia mean that about 80% of the population in Latin America will be choosing new rulers this year, which makes investors wearier.

Cynthia Evans, Director of Insights at Group M

Other reforms, such as renegotiations of Free Trade Agreements, as well as energetic reforms, rend it necessary for marketers to prepare for possible unforeseen risks. Group M’s Cynthia Evans strongly recommends to “Hold some budget for opportunities and plan around presidential election or World Cup events, when the consumer’s attention is diverted.” And as ComScore Iván Marchant points out, “A lot of the advertising investments will be moving towards the government category; this year the demand for marketing services will benefit from this environment.”

4. Which Marketing Services Will Prevail?

In 2017, we saw digital spaces gain more importance than ever, and so we should expect digital to continue growing in 2018. As Iván Marchant explains, “[Mobile] devices will be leading the efforts from all marketers and media devices. Automation services like programmatic media selling/buying will be also consolidating its pace in the market.”

As digital needs evolve, we’ll see that certain marketing services are in demand. In particular, we should keep an eye on “measurement, ROI, and performance, including viewability, transparency, and proof of performance,” says Cynthia Evans. “Trading and negotiation is a strong thread especially as digital business models evolve.”

5. 3 Lessons From 2017 to Apply in 2018

For Cristian Figoli, the most valuable lesson is that we are in a moment of transformation and innovation. “People live digital lives and expect more from brands,” he asserts. “They expect to engage and transact with just a click, and companies need to adjust to this new paradigm to emerge on top.”

 

However, the path that marketers have been following so far has brought them success. According to Cynthia Evans, it’s all a matter of “Continuing building multi-platform, multi-media, multi-country synergies, integrating media, and synchronizing [the right] measures and language.”

Finally, Iván Marchant’s advice has to do with brand safety. “We saw a big number of brands whose advertising was displayed in contexts that were not appropriate,” he points out. “Now technology allows us to take care of the brand’s value by avoiding to display advertising in the wrong context.” The signs of recovery are clearly there; it is up to  brands and marketers in general to make the most of them.

 

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!)

Carolina Angarita is the new general director of Discovery Colombia. She’ll be in charge of all commercial and operative activities, including distribution, programming, marketing, and licenses. She was previously general manager of Google Colombia.

 

 

 

Philips has named Federico Bersaiz as its new head of marketing for the health division in the markets of Argentina, Uruguay, Chile, Paraguay, Bolivia, and Peru.

 

 

 

 

 

DDB Colombia has appointed Catalina Restrepo as CEO of Big Holding and Track Colombia. The executive, who had been filling the role of general manager, will replace Alejandra Mora, founder of the firm.

 

 

 

 

Adsmovil has announced the appointment of Alejandro Leyva as (CDO) Chief Data Officer. Based in Miami, he’ll be in charge of developing the data area for the Latin American and US Hispanic markets.

 

 

 

 

Burson-Marsteller, has announced Jonathan Stern‘s arrival as Managing Director and Market Leader of the firm’s Miami office, a key component of the firm’s Latin America business.  Stern will lead a team serving diverse clients, will be responsible for the strategic growth of the Miami operation, and provide senior counsel to key clients.

 

 

 

After his departure from PepsiCo, Joaquín Anderson has become CEO of Grupo No Line, a firm created after the merger of three agencies: ADN Comunicación, BTLandia, and Gennial, which will go on functioning separately.

 

 

 

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!)

H Code Media, a digital advertising platform reaching US Hispanic consumers, announced that Noah Mamet has joined its advisory board as the inaugural member and will work with the Company’s leadership team to deepen relationships with media companies in both Argentina and throughout Latin America.  H Code Media works with Latin American media companies to represent their digital inventory in the US to the advertising community.  Mamet formerly served as the US Ambassador to Argentina from December 2014 through January 2017.   Mamet understands the importance of H Code Media’s mission to connect marketers to the massive, underserved and fragmented US-Hispanic media market; and can provide key insights on how to accomplish the Company’s overarching goal of making these connections meaningful.

 

 

To better serve Latino audiences in the nation’s largest Hispanic market, Southern California News Group (SCNG)  introduced ExcelsiorCalifornia.com as the go-to digital Spanish-language news source for Orange, Riverside, San Bernardino and Los Angeles counties. The new website also integrates topics of specific interest to Latinos, as well as state, national and international news from Mexico and other Latin countries.The ExcelsiorCalifornia.com website integrates content published in Excélsior’s three weekly newspapers: Excélsior Orange County, Excélsior Los Angeles and La Prensa – Una publicacion de Excélsior in the Inland Empire. Additionally, Excélsior also collaborates with SCNG’s 11 English-language dailies, including stories of interest in Spanish to Latino audiences.“It is exciting to introduce a richer digital experience for Latinos in Southern California who have looked to Excélsior as a strong local voice and trusted local news source,” said Carlos Aviles, editor of Excélsior.

 

 

 

 

The Círculo Creativo has appointed María “Maru” Bernal, VP Creative Director at Lápiz, and Norberto “Norbi” Zylberberg, CCO & Founder at Socialisssima, as the entity’s new Vice Presidents.Maru and Norbi have been part of Círculo since 2004 and 2003 respectively, as active members of the entity. The VPs were selected based on experience in the U.S. Hispanic market, the value they bring to their agencies, businesses and clients.The new VPs will be working together to structure a plan of activities for 2018-2019.

 

MP & Silva, an international media company that provides media rights distribution, digital and technology services, and sponsorship consultancy, announced that the Board has appointed Seamus O’Brien as President and Group Chief Executive Officer of MP & Silva, effective 1st January 2018.Seamus O’Brien has over 30 years’ experience in leading executive positions in the international sports industry across the world. He began his career at CSI (which later became part of Octagon) before establishing World Sport Group.

 

Kenneth Chenault is stepping down as chairman and CEO of American Express after 16 years. Amex vice chairman, Stephen Squeri, 58, will take over on Feb. 1.

 

 

 

 

 

 

 

 

Squeri has been at AmEx for 32 years and has served as CIO and head of M&A, among other roles.

 

 

 

 

 

 

 

 

Brad Jakeman, president of PepsiCo’s global beverage group and overseer of the company’s in-house content creation unit, Creators League Studio, is leaving after seven years to start his own consulting agency, Ad Age first reported. PepsiCo will be his first client.

 

 

 

 

 

Former Starcom Mediavests Engine Media CEO Lisa Weinstein has been named CEO of Chicago-based media platform Curiosity.com.Weinstein, who joined the firm in September, will guide the company’s expansion and report to its board of directors. Before joining Engine, Weinstein served as president of global digital, data & analytics at Publicis Groupe’s Starcom MediaVest Group. Earlier, she served at WPP’s GroupM.

 

 

 

 

Kevin Porter has left Wieden+Kennedy to join Walrus as the new head of media communications. He will replace Mel Stern and will work closely with the agency’s creative, strategy and public relations teams to deliver integrated offerings.Walrus has been expanding its media offering since last year.

 

 

 

Agency 180LA’s chief creative officer and managing partner Willam Gelner will be leaving the agency at the end of the month after more than a decade.Prior to 180LA as a partner and executive creative director back in 2007, Gelner was a group creative director with BBH New York for five years.

 

 

 

 

 

Executive creative director Eduardo Marques will take on creative duties in the Los Angeles office.Marques arrived at the agency from Pereira & O’Dell, along with Rizutto, back in 2015.

WPP-owned retail agency SET has promoted Alasdair Lloyd-Jones, former chief strategy officer and president, to CEO. Lloyd-Jones will oversee SET’s offices in Portland, Los Angeles, New York and London which service clients Nike, Verizon, Sprite and BMW.

 

 

 

 

Agency founder Sabina Teshler will step down to take on the chairman role, while COO Kurt Kujovich will also assume the new title of president.

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!)

RedMas, a digital advertising solutions company with presence both in LatAm and the US Hispanic market, has appointed Javier Montanaro as VP of Sales for Latin America. Javier will be in charge of managing and supervising operations in Argentina, Chile, Colombia, Peru, Ecuador, Paraguay, Uruguay, Bolivia, Dominican Republic and Central America, and will report to Germán Herebia, CEO of RedMas. Montanaro joins RedMas after having served as Latin America Sales VP of Headway Digital.

 

 

 

Verizon company Oath, resulting from the combination of AOL and Yahoo brands, products, and operations, has defined its leadership structure for the U.S. Hispanic market and Latin America.  Armando Rodriguez will oversee all sales and operations, a position he has occupied at Yahoo since 2005.Armando’s leadership team includes Henry Zamarripa, who will lead sales for Spanish-speaking Latin America, Andre Izay, overseeing sales and operations in Brazil, and Matthew Harris, leading sales for the U.S. Hispanic market. In addition, Luiz Braz will lead platform solutions and Melva Midi will oversee sales operations for the region.

 

Hugo Gómez, CEO of Maxus Mexico since 2010, has been appointed CEO of NewCo Mexico. The new agency is the result of MEC and Maxus merger and will be launched in January, 2018. Prior to Maxus, he was Mindshare’s COO.

 

 

 

 

Leo Burnett Tailor Made Brazil has strengthened its media department with new appointments:

Janaína Barreto joined the agency as supervisor of the media research department. Maílson Dutra will take up the position of business intelligence supervisor. Tamara Lissy is the new digital media supervisor, while Angélica Gomes is the new media supervisor. In addition, Grazzieli Sacramento, Lucas Louzada and Renán Lima become media coordinators. Arthur Cavazini is the new digital media coordinator and Sharon Valle is the new media planner.

 

Lisandro Grandal, who led Y&R Argentina creative department for three years along with Fernando Tchechenistky, announced that he is leaving the agency. Tchechenistky will be in charge of the unified creative direction.

 

 

 

 

Federico Russi is the new creative vice president of Leo Burnett Mexico. He will replace Daniel Pérez Pallares.

 

 

 

 

 

 

Brazilian agency Isobar has announced that Pedro Thompson will assume as the new vice president of strategy. Thompson will also be part of Isobar Group that includes Pontomobi, Cosin Consulting and Isobar WorldSourcing. From this role, he will report directly to Abel Reis, CEO of Dentsu Aegis Network and Isobar Latam.

 

 

 

 

José Pablo Huertas is the new general creative director of Leo Burnett Costa Rica.

 

 

 

 

 

 

 

Alfonso Alcocer will serve as vice president and director of customer service of BBDO Mexico office as from this month. Since 2015, Alcocer has served as BBDO’s director of customer service, handling accounts such as Sabritas, Quaker, Bacardí, Mercedes Benz and Smart.

 

Ramon Laguarta, Pepsico’s current head of Europe and sub-Saharan Africa business, will become PepsiCo’s president, a headquarters role covering global operations, corporate strategy, public policy and government affairs.His current duties will be given to Laxman Narasimhan, who runs the snack-and-beverage giant’s Latin America division. Both appointments will take effect Sept. 1.

 

Vanguard Investments Mexico announced that Juan Manuel Hernandez has been named the head of Vanguard’s business in Mexico as the company expands its efforts to meet local investors’ needs for low-cost and broadly diversified investment products.Hernandez joins Vanguard from Blackrock Inc. Mexico, where he served as head of institutional sales. He also held the head of sales position for iShares Mexico.

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Get ready to learn from the best sports marketing practitioners at #PortadaLat this Wednesday. Nine shortlisted  nominees for the Golazo Award will present their campaigns to the PortadaLat audience and to the Golazo Award Jury. Who will come out on top?

This Wednesday, June 7, three finalists for Latin America and six semifinalists for the U.S. will pitch their campaign, through a verbal and video description to the below Golazo Award Jury members:

Felix Palau, VP at Tecate, Heineken
Ed Carias, Sr. Brand Manager at El Jimador Tequila – North American Region, Brown-Forman
Vicente Navarro, Business Development Director, ACM Connect
Andres Polo, VP Digital Marketing, Visa

Shortlisted Golazo Award Candidates

The 4 Latin American Finalists

  • Mastercard / Universal McCann (72 votes)*
    Represented by:
    Felipe Molina, Digital Specialties Director for IPG Mediabrands, and Jose Vicente Luque, Head of Media and Agency Relations, Latin America & Caribbean Region
    * (Portada audience most voted candidates determined the 3 Latin American finalists and the 6 U.S. semifinalists).
    Description: How Mastercard extended significant presence as a sponsor of Copa America Centenario via a highly digital buzz campaign, to communicate its offers to cardholders in a new way while increasing overall card transactions.
  • Scotiabank/F.C. Barcelona (12 votes)
    Presented by: Arturo de la Fuente,
    director of New Business, Americas, FC Barcelona.
    Description: FC Barcelona and the FC Barcelona Foundation announced an official partnership with Scotiabank that designates the Canadian bank as the Official Bank of FC Barcelona in Latin America and the Caribbean.
  • Suicide Squad / Minute Media (27 votes)
    Represented by: Lynelle Jones,
    Creative Solutions Director, Minute MediaDescription: Warner Brothers Studios sought to build buzz and excitement around the Suicide Squad movie launch worldwide surrounding the Euro and Copa America 2016, especially among the millennial male audience. Minute Media’s 90min created social engagement tools and an authentically branded content strategy that integrated the movie and characters within the platform’s ecosystem, ensuring the movie made a splash with football fans aged 18-34.
  • Pepsi “Momentos”/UEFA Champions League/BBDO (44 votes)
    Represented by: Carlo Espinoza
    , Sr. Marketing Manager, PepsiCo Latin America Beverages
    Description: In 2017, in its second year as a sponsor of the Union of European Football Associations (UEFA), Pepsi launched its first global campaign based on a “Moments” creative platform. The campaign is active in nearly 75 countries including most of Latin America and the U.S. The #PepsiMoment campaign, which features football/soccer stars Sergio Agüero, Alexis Sánchez and Vincent Kompany, looks to build on and associate the Pepsi brand with fans’ excitement in the lead-up to the UEFA Champions League Final on June 3 in Cardiff, Wales.

The 6 U.S.  Semifinalists

  • “My Inter Jersey” / Gravity (30 votes)
    Represented by: Evgenia Novikova,
    Managing Director of Gravity Europe and an account lead for Inter.
    Description: Fans of Inter love to wear their team colors loudly and proudly. Digital natives enjoy generating their own content, especially if they can put their name on it. Our goal was to drive awareness and sales of the new Inter Milan jersey by Nike.
  • Audi Summer Tour/FC Bayern Munich LLC (29 votes)
    Presented by: Benno Ruwe,
    Head of Partnerships, Bayern Munich
    Description:The 2016 U.S. Audi Summer Tour campaign gave fans that haven’t been to Munich the chance to see their team on home soil. Fixtures in Charlotte, Chicago, and New York, appealed to general sports and soccer fans, including the large Hispanic Bayern fanbase and population there.
  • Johnson & Johnson/MLS/U.S. Soccer (28 votes)
    Presented by: TBA
    Description: Johnson & Johnson announced a multi-year extension of its sponsorship as official healthcare partner of MLS and US Soccer. Johnson & Johnson Consumer Brands will be integrated throughout different platforms including digital, broadcast and video content, as well as in-stadium exposure.
  • AT&T/MNT/The Marketing Arm (24 votes)
    Presented by: Roberto Saucedo,
    VP Integration, and Andres Reyes, President Multicultural.
    Description: In efforts to connect with Hispanic Millennials, The Marketing Arm (TMA) launched the Expresa Tu Pasión soccer campaign, a collaboration between AT&T and the Mexican National Soccer Team (MNT). This campaign engaged Hispanic Millennials, both socially and in the real world through exclusive experiences and activations.
  • Univision Deportes Digital’s Best Use of Facebook for Copa America Centenario (20 votes)
    Presented by: Juan Convers,
    head of Business Development for Sports Univision and Hernando Paniagua, head of Sports Digital Univision.
    Description: Univision Deportes Digital created the ultimate destination for all things Copa America Centenario through a multi-platform delivery of exclusive content giving fans the feeling as though they were in the game. The unique experience – a fully interactive environment complete with exclusive access to stadiums, players, teams and coaches via Facebook Live Training with on-air talent from stadiums showing warm-up sessions and exclusive content and Facebook Live coverage of more than 611 minutes.
  • Lifeline of Ohio/Os Group Sports (12 votes)
    Presented by: Francisco Terreros, Principal ŌS Group
    Description: A male affinity campaign targeting the Hispanic males, Pass it on is a soccer-related marketing campaign encouraging Hispanic males to register as organ and tissue donors. Featuring Mexican-Argentine soccer legend Tito Villa features the childhood story of Tito as he was raised in a small town in Argentina. The story develops as he explains why the cause of organ and tissue donation is important to him. The 45 day paid social media campaign hopes to target Hispanic males ages 18-35 years old.

How it works

After each award candidate provides a two minute presentation, each member of the jury will ask the finalist one or two questions to grade their campaign. What the jury will be paying attention to is:

      • Campaign’s originality
      • Campaign’s results
      • Innovation
      • Connection/engagement with fans through campaign
      • ROI

Each Jury member gets 30 points (30 for the LatAm finalists contest and 30 for the U.S. semifinalists contest) to distribute them among the award nominees. After deliberations, the jury’s points will be added to the votes provided by Portada’s audience (the 3 finalists and the 6 semifinalists are the candidates that were most voted by Portada’s audience).

The one campaign for LatAm with the most points will become the winner of the Golazo Awards and will be announced the same day. The three campaigns for the US with the most points will pass to next round to participate in the final which will be held in New York City during Portada’s Sports Marketing Forum on September 13.

Sports Marketing will play an important role on Day 1 of PortadaLat this Wednesday. We have added new Ticket Types to Meet Your Needs!

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)
GENERAL PASS: Attend the overall PortadaLat event on June 7 and June 8. All sessions, keynotes, networking, food and beverage included! (US$549).
DAY 2: BRAND INNOVATION DAY (June 8)
The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included. (US$ 449!)
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).
Secure your spot and start the PortadaLat journey!

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!)

 

Berkshire Hathaway HomeServices has named Claudio Prattico managing director, Latin America and Caribbean, the company recently announced. Prattico, a 15-year veteran of the financial services and real estate industries, will be responsible for overseeing the company’s expansion and affiliate support efforts in the two regions, specifically targeting the Bahamas, Barbados, Bogota, Buenos Aires, the Cayman Islands, Mexico City, Rio de Janeiro, Sao Paulo and St. Barts. Prattico, a resident of Miami, Fla., was formerly managing director of Great Properties International, and, prior to that, a financial advisor at Merrill Lynch and UBS.

 

Luis Vizioli is the new business director of CW // McCann Argentina. Vizioli will report directly to Martin Ortells, SVP and Latam business director of the agency. Prior to this appointment, the executive served in various  agencies such as Ogilvy, Leo Burnett and Wunderman.

 

 

 

 

In addition, CW // McCann Buenos Aires is reinforcing its strategic structure with the appointment of Elizabeth de Souza as director of planning, who will report to Vizioli and Rafael Lavor, director of planning for GM South America.

 

 

 

 

 

PepsiCo‘s senior regional digital marketing manager for Latin America Sol Flores has been named president of the Argentine section of the Mobile Marketing Association. Under her leadership, the institution will continue promoting the industry’s development in the country and in Latin America. Among its following initiatives in Argentina is the MMA Leadership Forum, which will be held on August 29 at the Four Season Buenos Aires Hotel.

 

 

 

Xerox Chile has appointed Fernando García as Chief Financial Officer (CFO). He will be responsible for planning, execution and finances in the country. The Argentine professional has extensive experience in this area of management.

 

 

 

 

Karisma Hotels & Resorts, a luxury hotel collection which owns and manages properties in Latin America, the Caribbean and Europe, has announced the appointment of Kelly Poling as Senior Vice President of Marketing. At Karisma Hotels & Resorts, Poling will oversee advertising, marketing, public relations, social media and partnerships across each one of its esteemed brands, including El Dorado Spa Resorts, Azul Beach Resorts, Generations Resorts, Karisma Villas, Allure Hotels, Hidden Beach Resort, Nickelodeon Hotels & Resorts, Sensatori Resorts, Sensimar Resorts, Karisma Hotels Adriatic and the new Margaritaville, an All-Inclusive Experience, by Karisma.Previously, Poling served as Executive Vice President and Chief Marketing Officer for WoodSpring Hotels.

 

TOMY International, Inc., the subsidiary of TOMY Company, Ltd. responsible for North America and Latin America, announces the appointments of two industry veterans to its newly-formed senior strategic leadership team. Effective immediately, Peter Henseler will assume the role of President and Gregory Kilrea will join as Chief Operating Officer. Akio Tomiyama, who has a strong association with TOMY Company, Ltd. headquarters, will round out the team, joining as Chief Strategy Officer. The team is 100% aligned with the company’s  global vision and has both the expertise and the passion to lead the North American and Latin American business forward.