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

For prior Sales Leads US editions, click here.

  • Kroger 

The Kroger Co. debuted its new logo and brand transformation campaign, celebrating its love of all customers and associates, food-first culture and long history as America’s favorite grocer.  In July, Kroger announced DDB New York as its first creative agency of record. Kroger’s rich food history, passion for serving its customers and modern data and technology, combined with DDB’s ingenuity and creative horsepower, have helped the iconic retail brand create a refreshed, stronger brand identity – both internally among associates and externally among customers and other valuable stakeholders . New Kroger brand attributes include: the redesigned Kroger logo and tagline Fresh for Everyone” ; primary brand color: blue signals Kroger heritage, safety and trust; new color accent palette(The Kroger brand features a bright and modern palette of accent colors reflective of the fun and inclusive spirit of the campaign) ; animation, photography and video style,  and most important of all, its´ ”Fresh for Everyone” advertising campaign. Kroger is launching a mass media campaign to amplify its new brand transformation. Advertising channels include retail, television and radio broadcast, digital, print, social, podcast, cinema, outdoor, and TV and music streaming services.“Fresh and friendly underpin Kroger’s new brand identity because product quality and the total customer experience – across physical and digital – are key to bringing our brand promise to life,” says Mandy Rassi, Kroger’s vice president of marketing.

  • Pepsico    

Triple Daytime EMMY-winner and bestselling author Gaby Natale has renewed and expanded her partnership with Pepsico. As part of this year’s collaboration, Natale’s role involved emceeing PepsiCo’s Hispanic Growth Summit featuring chart-topping sensation CNCO at the Telemundo Studios in Miami, moderating their “Reshaping the Mainstream” event at the Viacom global headquarters in Times Square and delivering a keynote presentation to energize PepsiCo’s workforce at the company’s White Plains headquarters in New York.Natale’s partnership with PepsiCo is the latest in a series of collaborations that the SuperLatina has launched as part of a concerted effort by her company, AGANARmedia, to elevate Latino voices through empowerment programs and conferences. Some of her most recent collaborations include Century 21’s Empowering Latinas program, TurboTax, Univision’s Posible Business Expo, St Jude and Sprint Latino among others.“We at PepsiCo are very excited to join forces again with Gaby Natale. She embodies the spirit of the Hispanic and Latino culture – making great contributions that many can be proud of,” said Marissa Solis, Vice President and General Manager of the Hispanic Business Unit, PepsiCo North America Beverages.Natale is also the founder of AGANARmedia, a marketing company with a focus on Hispanic audiences that serves Fortune 500 companies such as Hilton Worldwide, Sprint, AT&T, eBay and Amazon. In the digital world, she has a thriving fan base with over 52 million views on YouTube and 250K+ followers on Social Media.

  • Sedano’s Supermarkets

Miami-based Sedano’s Supermarkets, the leading independent Hispanic grocer in the United States, announced the grand opening of its 35th store in Florida and its 10th location in Hialeah. With nearly 100 new employees, the 35,000-square-foot store located at 1170 West 49th Street in Hialeah, Fla., introduces Sedano’s new look and a more spacious layout inclusive of an expansive Hot Food Station and Sandwich Bar with ample seating.The new store gives Sedano’s, which has been a part of the Florida grocery scene since 1962, an opportunity to stand out from the region’s vicious competition. Hispanic grocers like Northgate Gonzales, Fiesta Mart and Cardenas are seeing their role in the U.S. market expand as the demographic grows, according to Grocery Dive. According to the U.S. Census, the Hispanic population is projected to reach 62.3 million by 2020, up from 49 million in 2010. Founded in 1962 by the Herrán and Guerra families, Sedano’s Supermarkets has grown to become one of the leading independent grocery chains in the United States. Sedano’s serves Florida’s booming multicultural communities, with more than 3,000 employees and 35 stores in Miami-Dade, Broward, Palm Beach, Orange, and Osceola counties. As America’s largest independently owned Hispanic supermarket chain, Sedano’s is recognized for its excellent customer service, ethnic product offering, and competitive prices.

2019/2020 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.

 

  • Chipotle 

Chipotle Mexican Grill announced today that it will be providing access to mental healthcare and financial wellness for more than 80,000 employees in 2020 through Employee Assistance Programs and enhanced benefits offerings. This is just one of the many ways that Chipotle continues to enable its workforce by offering world-class benefits.By simplifying access to mental health benefits and identifying work-related risk factors, Chipotle is trying to minimize the effect of mental health in the workplace. Chipotle Mexican Grill, Inc. had over 2,500 restaurants as of September 30, 2019, in the United States, Canada, the United Kingdom, France and Germany and is the only restaurant company of its size that owns and operates all its restaurants. With more than 80,000 employees passionate about providing a great guest experience, Chipotle is a longtime leader and innovator in the food industry.

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

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.

  • Apple

Originally scheduled to open its doors in early 2019, Apple’s first Latin American flagship store is back on track for unveiling in an upscale Mexico City mall later this year after undergoing a major redesign to consolidate two stories of floorspace into one. Construction of the large single-story standalone structure at Antara Fashion Hall in Ciudad de Mexico’s (CDMX) Polanco district has been ongoing for months. Apple committed to plans to build a Latin American flagship in 2017, just six months after opening its first retail store in the region at Mexico’s Centro Santa Fe mall. The Antara location was selected over a nearby plot on Avenida Presidente Masaryk due to the first store’s strong enterprise sales, which currently account for more than 40% of all revenue.

 

 

  • PepsiCo/ Grupo Gepp

PepsiCo plans to invest US$4B in Mexico between 2019-2020 with partner Grupo Gepp and create around 3,000 new jobs. Part of the investment will go toward a US$109M new plant in the central state of Guanajuato, which should be operating at full capacity by 2025. Grupo Gepp markets Pepsi products in Mexico.

 

 

 

 

  • Adsmovil / Rappi 

Adsmovil, leader in mobile advertisement in Latin America and the Hispanic market in the United States, and all-purpose delivery application Rappi have joined forces to launch Click2Rappi. Software Click2Rappi is aimed at recognizing users’ taste through their searches and online purchases and offer them certain products according to their location. In addition, the software will make sure the product is actually available and deliver in time by the closest “Rappitendero”.The products will be offer through advertising display on the pages through which the person navigates.Rappi users will be able to buy what they want with a single click as the software  will send them directly to the payment. For those who do not have the application, it will allow them to quickly register and close the purchase.

 

 

 

 

  • Visit Orlando

 

A rise in tourists from Latin America helped push Visit Orlando to yet another record number of visitors last year, solidifying the region’s position as the country’s most-visited destination, Orlando Sentinel has reported. Officials with the tourism marketing agency announced that a record 75 million people visited Central Florida in 2018, a 4.2 percent jump from the previous year.The increase included an 8.1 percent jump to 893,000 visitors from Brazil and a 13.4 percent boost in tourists from Mexico to 382,000.The record comes as the region gears up for another string of hotel openings during the next two years, as dozens of projects are expected to finish.

 

 

  • Mercado Libre

Online Marketing agency Interactivity will continue working with Mercado Libre to develop the content and manage the company´s LinkedIn profile, in order to amplify job searches of the leading e-commerce company in Latin America .Interactivity will develop the brand´s digital strategy, audiovisual content and manage the LinkedIn community for the entire region.

 

 

 

 

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.

 

 

  • JetBlue

JetBlue announced that its new and expanded Guayaquil service, with daily nonstop flights between New York’s John F. Kennedy International Airport (JFK) and Guayaquil, Ecuador’s José Joaquín de Olmedo International Airport (GYE), is now out for sale. JetBlue will launch the new service on December 5, 2019 (a). Flights will operate daily and the new route will become the longest in the JetBlue network, stretching beyond today’s longest route by more than 200 nautical miles.Home to more than two million people, Guayaquil, is buzzing with colorful cityscapes, outdoor gardens and zoos. The city is also a convenient gateway to the natural beauty of the Galapagos Islands. With quick and easy flight access from Guayaquil, travelers can get up close and personal with wildlife while surrounded by unique landscapes unlike anywhere else in the world.Guayaquil is the second city in Ecuador JetBlue serves and the sixth JetBlue city in South America overall. The airline first launched daily service between Fort Lauderdale and Quito in 2016. Existing service between Fort Lauderdale and Guayaquil launched February 2019.

 

  • Holiday Inn Piura

IHG (InterContinental Hotels Group) announced the opening of the newly-built 118-room Holiday Inn Piura hotel located in the coastal city of Piura, Peru. The Holiday Inn Piura hotel is the company’s first brand to open in Piura, which is the business hub of Peru’s northern region.Holiday Inn Piura is owned by Corporacion Hotelera Piura S.A.C. and operated by Grupo Agrisal Division Hotelera. The hotel is part of IHG’s diverse family of brands in nearly 100 countries and territories.Gerardo Murray, Regional Vice President Marketing, Commercial and Revenue Strategy, Mexico, Latin America and Caribbean, IHG, said: “We are proud to continue IHG’s growth in Peru with the opening of Holiday Inn Piura. We are excited to bring business and leisure travelers a welcoming stay they can count on while exploring new destinations within this magnificent country.”

 

 

  • Tapestry Collection by Hilton

Hilton has announced the signing of ROK Hotel, Kingston, Tapestry Collection by Hilton, representing the brand’s debut in Jamaica and the Caribbean.Slated to open in 2020, the 168-room property, owned by PanJam Investment Limited, sits in a multi-purpose complex on the Kingston Waterfront and will include retail, on-site entertainment and commercial office spaces.Under redevelopment to further revitalize the Kingston Waterfront, the 12-storey building originally opened in 1977 as the Oceana Hotel. Now, it is being transformed into ROK, Kingston, a contemporary hotel offering guests convenient access to the National Gallery of Jamaica and the historic landmark, Port Royal.

 

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.

 

  • 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 U.S. consumers right now.

For prior Sales Leads editions, click here. 

  • Pepsico

Bestselling author, speaker and TV host Gaby Natale has inked a deal with PepsiCo to empower and inspire the company’s employees as part of its commitment to celebrating diversity during Hispanic Heritage Month. The EMMY winner will hold two company wide empowerment keynote speeches at the Dallas Cowboys World Headquarters in Frisco on September 17 and at the Frito Lay Headquarters the next day, which will be telecast to field locations across the United States. The workshops will flesh out Natale’s renewed commitment to inspire Latinos to develop their potential. Natale’s deal with PepsiCo is the first in a series of collaborations that the SuperLatina will be focusing on as part of a concerted effort by her company, AGANARmedia, a marketing company with a focus on Hispanic audiences,  to develop empowerment programs with organizations that are committed -in words and action- to the advancement of gender parity, pay equity and talent diversity.

  • Macy’s

In celebration of Hispanic Heritage Month, Macy’s is hosting special events nationwide featuring influential individuals who have made contributions globally in connection with celebrating their Hispanic heritage in entertainment and fashion. The spirited in-store events, featuring a variety of celebrities of Hispanic descent, will explore different methods of storytelling featuring music, television and digital content. In addition, guests will learn about traditions like quinceañeras, and how sports play a key role in the celebration of Hispanic heritage.Joining Macy’s to celebrate Hispanic Heritage Month are celebrities including Latin Grammy-nominated Farruko; the cast and writers from Starz’s new and groundbreaking hit television show, “Vida;” Gadiel Del Orbe and Maya Murillo from Buzzfeed; Pero Like; ESPN radio and television personality, Gonzalo “Papi” Le Batard; beauty blogger and fashion expert, Elizabeth Torres; and fashion expert, Nick Verreos.Macy’s Hispanic Heritage Month events will take place at stores across the country including California, Florida, Illinois, New York and Texas.

  • Dos Equis

In connection with Dos Equis’ recently launched ‘Keep it Interesante‘ campaign, the beer has partnered with popular streetwear and lifestyle brand creators of the ‘Mexico is the Shit’ jacket. The partnership will bring to life a series of pop-up shops and events specially curated by MITS featuring emerging Mexican talent, streetwear designers, visual artists, and music artists. The program will also come to life on social media, in sponsored content, on-premise merchandising and with a special edition Dos Equis & ‘Mexico is the Shit’ can.In celebration of the partnership and Mexican Independence Day, ‘Mexico is the Shit’ and Dos Equis will host a launch event on September 15 at Remezcla House in Bushwick, Brooklyn.  At the event, people will come together to celebrate Mexican talent who are representing culture in music and art – with a special mural by LA-based artist Teddy Kelly. The launch event will feature DJ performances by electro indie electronic artist Neon Indian (Texas/Mexico), famed Mexican party DJ Marcelo Cunning (New York), and DJ Chava (Chicago).

 

  • A Place For Mom

 

A Place For Mom has appointing Mercury Media as its new AOR for media buying for the senior assisted living referral service, Mediapost has reported. The appointment  includes TV planning, buying and attribution. Founded in 2000, A Place for Mom is a privately held, for-profit senior care referral service based in Seattle, Washington. The company provides personal and professional assistance to families in the search of senior care options. A Place For Mom has spent US$11.38 million on advertising during the first six months of 2018, while its 2017 U.S. ad budget was US$24.16 million.

 

 

  • Havas Group/ Republica

Havas Group has invested in Miami-based multicultural agency Republica. As part of this investment, Republica will operate as Republica Havas and will continue to be led by founder, chairman and CEO Jorge A. Plasencia, founder, president Luis Casamayor and their executive team, under the direction of Havas Creative, North America chairman and CEO Paul Marobella.Republica will continue to be headquartered in Miami, with plans for expansions into key markets including New York, Los Angeles and Chicago. The agency will leverage Havas’ global network and parent company Vivendi’s media and entertainment properties as it continues to provide multicultural marketing solutions to clients. Republica´s client roster includes Google, Walmart, Toyota, Nielsen, Four Seasons Hotels and Resorts, NBCUniversal Telemundo, Universal Parks & Resorts, Goya Foods and Miami Super Bowl 2020.

 

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

 

  • Hennessy

Hennessy, one of the world’s best-selling Cognac, has released a series of video vignettes and still photography featuring world-champion boxer Canelo Álvarez who, like Hennessy, recognizes the importance of heritage and family in the unwavering pursuit of excellence. Now in its second year, Hennessy’s partnership with Oscar De La Hoya’s Golden Boy Promotions includes an integrated marketing campaign featuring original content, in addition to digital micro-videos, special events, and cross-channel promotions intended to entertain and inspire. Hennessy invites boxing fans across the globe to enjoy the specialty V.S.O.P Privilège cocktail while watching next weekend match.Hennessy is imported and distributed in the U.S. by Moët Hennessy USA. Los Angeles-based Golden Boy Promotions was established in 2002 by 10-time world champion in six divisions Oscar De La Hoya, the first Hispanic to own a national boxing promotional company. Golden Boy Promotions is one of boxing’s most active and respected promoters.

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

Pepsico’s Latin America Beverages Chief Marketing Officer Ricardo Arias Nath  is going to be one of the highlights at our ninth annual  PortadaLat conference next month in Miami. In his keynote speech on June 8, Arias Nath will speak about “How Innovation shapes PepsiCo’s Latin American marketing strategy.” We interviewed Arias Nath who answered several questions about PepsiCo’s approach to Latin American marketing.

Ricardo Arias-Nath
Ricardo Arias-Nath Chief Marketing Officer, PepsiCo Latin America Beverages. (Photo: linkedIn)


Portada: What are your main challenges when marketing PepsiCo beverages products in this current disruptive world?
Ricardo Arias-Nath Chief Marketing Officer, PepsiCo Latin America Beverages: “Every company has its own set of marketing challenges; I would say that for us at PepsiCo there are three: The first challenge is to continuously evolve our product portfolio to meet consumer choices. More than ever, people are demanding a wide variety of beverages to meet their nutrition, hydration and enjoyment needs throughout the day, and a ‘one size fits all’ model simply doesn’t work any longer. For PepsiCo this means making our portfolio more nutritious, our food system more sustainable and our communities more prosperous. It’s how we’ll pave the way for PepsiCo’s future growth and help others thrive. In Latin America, we are intensifying efforts in categories like Sports Nutrition (Gatorade), Hydration (water), local energy sources  (Starbucks coffee), and natural ingredients through juices (Naked, Kero Coco, etc.) to meet this challenge.
The second challenge that we are facing is on content development and distribution. The shift in media consumption is occurring at an even a higher rate than the shift in product proliferation. Thus we have moved from a monolithic marketing strategy that focused on one brand, one content piece, and one channel, to a targeted marketing strategy that focuses on multiple brands, each brand with multiple content pieces for different channels in order to reach our consumers with the right product at the right moment and through the right channel.
And last, but not least, evolving the marketing organization, talent and processes to align to these consumers’ seismic shifts is a challenge on its own. Marketers must become more strategic and “right brain – left brain” balanced. Our function by nature has to constantly listen, learn and adapt. As we transform our portfolio we also need the rest of the organization to be in sync with these changes.”

There are no outdated stories, only bad storytellers.

Portada: You recently wrote an article on Linked In Pulse.  One of the key lessons you talk about is that “there are no outdated stories, only bad storytellers.” Can you explain how you provide this principle to PepsiCo’s content marketing efforts?
R.Arias-Nath, CMO,  PepsiCo Latin America Beverages: “It is all in the storytelling, I constantly see proofs that a good narrative can make even a pale story colorful, it’s all about the telling. And that absolutely applies to brands, at PepsiCo we have centennial brands like Pepsi, half a century brands like Gatorade, and very new brands such as Naked juice. All of them remain very current. Let me exemplify using Gatorade, our sports fueling brand. Gatorade continues to be the trendiest and most relevant brand in the sports nutrition category. The brand connects with sports practitioners through the right sports and the right athletes and throughout time, we have evolved brand communications and experiential programs to current trends.
Our focus on soccer is a great example. We complement highly engaging stories backed by strong brand ambassadors with formative competitive experiences for teens in a highly relevant way. We are currently in the middle of a global initiative that was born in Latin America call Gatorade 5vs5 experience. Through this experience, Gatorade invites young soccer players to compete locally for the opportunity to represent their country in Cardiff at the 5vs5 Finals, through our partnership with the UEFA Champions League.The 5vs5 campaign doesn’t tell a story, it invites consumers to build the stories together with Gatorade, with relevant content and real life stories in a digital environment. This year we are adding another component to our experiential storytelling, but you will have to follow Gatorade to the finals to find out more.”

What is your view about how you want to evolve the Pepsi brand in Latin America?
R.Arias-Nath, CMO,  PepsiCo Latin America Beverages: “Pepsi is our most iconic brand, and we are very proud of Pepsi’s progress in Latin America. The brand has been present in the region for over 100 years. Throughout this time, the brand has evolved with consumers, capturing the excitement of now, being the choice of the new generations and always front and center in pop culture. Pepsi is a challenger brand in a very competitive environment, and we continue to gain market share across key countries. Pepsi is and will continue to be a timeless brand; it is part of its DNA.”

Image result for pepsicoWhat are the key features a marketer targeting Latin American consumers needs to have?
R.Arias-Nath, CMO,  PepsiCo Latin America Beverages: “Every region and every market are different, so I think that the most important feature of a marketer is to utterly understand the market and consumers. You have to understand the culture, motivations, lifestyles, needs, etc.
A very important lesson for us in Latin America is that every country is an individual entity; from the large countries like Brazil and Mexico to small countries and islands in the Caribbean, every one of them has its own peculiarities. Thus, although we establish clear global brand guidelines, we provide local markets the sufficient room for adaptations to reflect local needs.
In addition, market structures in Latin America are very different from country to country and vastly different from those in the United States (US) or Europe. The major distribution means in our region is the traditional channel, specifically corner stores, and this channel is generally not very well organized. So developing it is key for our business to be successful.
Finally, someone from the US or Europe will be surprised to learn about the media mix in Latin America, it is a very complex equation. Digital channels have been growing rapidly in the region; however, in some markets, we still have radio as the main channel. So this takes me back to my first point, the key is to know the market cold.

Someone from the U.S. or Europe will be surprised to learn about the media mix in Latin America, it is a very complex equation.

Portada: How is PepsiCo’s Marketing/Advertising operation organized in Latin America?
R.Arias-Nath, CMO,  PepsiCo Latin America Beverages:
“Over the past 3 years, we have shifted to a new operating model that is helping us streamline innovation and communications. We have grouped our organization in three large categories, Beverages, Snacks and Nutrition with further sub-category breakdowns. These categories are responsible for developing brand innovation, communication and in-market execution across the entire PepsiCo portfolio, with straight line reporting from each local market all the way to global. In the case of beverages, we work very closely with our bottling partners.
In addition to category leads, we have established a strong Consumer Strategy & Insights function as well as a Marketing Services organization, both that provide services across the entire enterprise.
There are great advantages to this model; one of the most important in my opinion is fast information flow and best practices sharing. As a global company we have the advantage of having amazing talent around the world. Through our matrix model, we can easily understand what is working in similar markets around the world, and we have access to great insights and content that applies to our markets.”

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

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

 

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. 20 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-961-9516 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • OREO 

unnamedThe OREO brand has launched its new, globally integrated marketing campaign Open Up with OREO, which conveys a simple but powerful message: open your heart to people who are different than you and you’ll discover the similarities. The new campaign addresses a behavioral shift that comes with age. While children are naturally open, adults begin to default to the familiar, which can cause them to close themselves off to others.The campaign will include a global TV spot, digital content series, in-store point of sale and, in select countries, global prizing and custom product embossments.The animated TV spot comes to life through the brand’s signature Wonderfilled aesthetic and upbeat music.  Set against the backdrop of a playfully diverse roller rink, the animation follows a young girl inspiring those around her to look inside themselves to let a little bit of wonder out and, in turn, let others in. In the spot, an OREO cookie is the catalyst for the characters to open up to each other. The spot launched in the U.S. onJanuary 18 featuring the vocals of multi-platinum-selling, Grammy-nominated recording artist Adam Lambert. More than 50 other markets will follow with vocals, lyrics and languages adapted locally as necessary.In addition, digital content and a video series will launch February 2 to demonstrate how an OREO cookie can open an unexpected introduction, even a friendship, between two characters from different walks of life. The video series will be comprised of animated stories in which the characters share an OREO cookie and create a Wonderfilled connection.The new campaign builds on the brand’s success of making a global platform relevant across the globe by leveraging universal consumer insights, but executing in a way that reflects the local context and culture.

  • PepsiCo

321964Pepsico is partnering with online video food network Tastemade for a Super Bowl-timed series titled PepsiCo’s Game Day Grub match, The Wall Street Journal reports.PepsiCo is turning to student chefs from the world’s top culinary college to take game day cooking to a new level.Enter PepsiCo’s Game Day Grub Match, a one-of-a-kind cooking competition featuring students from The Culinary Institute of America competing to create the ultimate football food. There’s only one catch: each dish must creatively incorporate PepsiCo food and beverage products as ingredients.Tastemade, the digital media company focused on food, travel and lifestyle programming for the connected generation, was on hand to capture all the action. The students teamed up with culinary influencers – or “Tastemakers” – from Tastemade to help get their creative juices flowing. A Tastemade video series chronicling the competition launched at www.GameDayGrubMatch.com. The content will also be featured on the Tastemakers’ YouTube channels and promoted on Tastemade’s social platforms including YouTube, Instagram, Facebook and Snapchat.Tastemade will publish additional video content documenting Claire’s, Yejin’s and Joel’s experience at the Taste of the NFL event and the rest of their Super Bowl festivities early next month.

  • Bayer

js6tDCe-_400x400Healthcare conglomerate Bayer has two new digital agencies, according to Mediapost. Publicis Groupe’s Razorfish and iCrossing will oversee digital creative, and mobile responsibilities for its Consumer Health Care division. Razorfish will be responsible for Bayer’s allergy, skincare, and nutritional/gastro brands, such as Coppertone, Aleve, Claritin, and Alka-Seltzer. iCrossing will oversee Bayer’s cough/cold and foot care brands, including Dr. Scholl’s.Bayer spends about US$500 million annually promoting its Consumer Health brands, but this move will enable the company to shift some spending from TV to integrated digital platforms.The review was handled by Avidan Strategies. OgilvyOne and VML also participated in the review.

  • Moen
    moen_twitter_logo_1__400x400Moen has tapped Havas Chicago as its lead creative and media agency following a review handled by Cleveland-based Rojek Consulting Group . Other agencies participating in the review were not disclosed. The account was previously handled by The Martin Agency, which managed traditional creative, TV and print duties, and Critical Mass, which was responsible for digital creative and media.Read more.

 

  • ‘Find Your Magic’ by Axe

imagesUnilever’s Axe has released its ‘Find Your Magic’ campaign, developed by ad agency 72andSunny Amsterdam, which kicks off globally from 18 January in US and will include TV, print, OOH and custom digital content. Other partner agencies include Ponce and BBH, with VICE also creating content through the year.The campaign was made following a research showing that men feel pressure to conform. The study shows how Axe works with over 3,500 men in 10 countries and how men feel an overwhelming pressure to conform to masculine stereotypes, with only 15% of men in most countries strongly agreeing that they are attractive.The campaign will be reinforced by a series of short mobile and online tutorials featuring men with unusual style called ‘Instagroom’.

https://youtu.be/WzTSE6kcLwY

  • Goya Foods
Goya Foods. (PRNewsFoto/Goya Foods)
Goya Foods. (PRNewsFoto/Goya Foods)

Goya Foods, America’s Hispanic-owned food company, in collaboration with First Lady Michelle Obama’s Let’s Move initiative and the USDA, launches the second edition of the MyPlate/ MiPlato cookbook, Happy, Healthy Celebrations: Bright, Bold, Healthy Latin Recipes to Celebrate Every Occasion!  This book is part of the national MyPlate campaign designed to help educate Americans on eating healthy.  A pdf copy of the cookbook is available for free at www.goya.com. Happy, Healthy Celebrations: Bright, Bold, Healthy Latin Recipes to Celebrate Every Occasion! is a free bilingual cookbook featuring 10 complete plates with 30 healthy recipes that celebrate the culinary traditions of the Latin culture from around the world.  Each of the recipes incorporates all of the five basic food groups for a balanced diet including fruit, vegetable, grain, protein and dairy.  The cookbook also includes nutritional information for every recipe, easy-to-follow cooking tips, and estimated costs for every affordable meal.In addition, Goya has produced and distributed over 400 million products marked with the MyPlate logo and created more than 250,000 copies of two editions of the MyPlate cookbook, brochures, posters and lesson plans that have been distributed to consumers, supermarkets, teachers, school programs, and events nationwide.  In addition, Goya has reached millions by integrating healthy eating into its overall communications campaigns and will continue to focus on the health and wellbeing of their consumers for many more years to come.

  • Genesis by Hyundai 

imagesHyundai is launching Genesis, a new luxury brand, in the United States.The automaker sees Latino car buyers as important to the success of  the new brand.The company has data showing that purchases by Hispanics accounted for 68 percent of the growth of Hyundai’s U.S. sales in 2013-2014, La Prensa reports.Hyundai launched the new brand, which takes its name from the company’s Genesis luxury mid-size model, with the presentation at the auto show of the full-size G90 sedan.The 2017 Genesis G90 can be had with Hyundai’s 420-horsepower Tau V-8 engine, or with a new turbo-charged V-6 that puts out 365 horsepower.Both engines are coupled with a second-generation 8-speed automatic transmission.Hyundai’s experience with the original Genesis model has been definitive, giving the automaker confidence to embark on the ambitious venture of creating a new luxury brand.

 

 

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.

  • PepsiCo – Brasil

Pepsi renovó su patrocinio en el programa CQC Brasil. La marca patrocinará dos secciones del programa y también incluirá acciones publicitarias en medios digitales. Luciana Fortuna, Directora de Marketing en PepsiCo Brasil dijo que "apuestan a programas con relación con su público".

  • Sprite – Brasil

Sprite lanzó la campaña "Sprite sueños urbanos" en Brasil. La campaña está comupuesta por una canción realizada por un consumidor. El consumidor elegido para la campaña fue el ganador de un concurso para este fin en Rio de Janeiro durante el 2011.

Andrea Mota, Directora de Marketing de Sprite en Brasil dijo que "esta campaña muestra la relación entre Sprite y el mundo urbano".

  • Kingston – Latinoamérica

Juan Marrero ha sido designado Marketing Manager para Latinoamérica en la empresa manufacturera de memorias digitales, Kingston. Marrero trabajará desde Miami. Anteriormente, el ejecutivo se desempeñó como Director de Marketing en LG Electronics EEUU y Venezuela.

  • Perfect Choice / IMS – México

Perfect Choice escogió como su agencia de comunicación en México a IMS. IMS estará a cargo de todo el plan de comunicación general de Perfect Choice.

Obtenga toda la información que necesita sobre los movimientos de cuentas y sus agencias en el directorio interactive de Portada para Latinoamérica!

Para mayor información sobre los compradores de medios y agencias de publicidad en la región acceda al directorio interactivo de Portada para Latinoamérica, con más de 1000 agencias y marketers que apuntan a la región. (Descargable también en excel)

Si ya se encuentra registrado, acceda al directorio desde aquí.

Rita Rodríguez asumió como Vice-Presidente Ejecutiva de Omnicom Group. En la posición recientemente creada, la ejecutiva liderará la integración de las agencias e innovación para PepsiCo.  

La profesional se desempeñó previamente como CEO de Imagination, una empresa de comunicaciones integrales. Previamente, fue CEO del brazo de WPP en Estados Unidos, The Brand Union, una empresa de branding y diseño donde lideraba el reposicionamiento de diferentes negocios y fue asesora estratégica para asuntos de marcas y clientes. Antes de unirse a The Brand Union en el 2004, estuvo en el grupo Omnicom como Managing Director de Corporate Branding en Interbrand.

Al realizar el anuncio, John Wren, presidente y CEO de Omnicom Group, afirmó que “Rita es una constructora de marcas, negocios y asociaciones. Es una colaboradora cercana, experimentada en todas las facetas del branding y el desarrollo de estrategias, habiendo convivido en ambos mundos, valora la base de nuestro negocio y la de nuestros clientes y socios”.

“Estoy ansiosa de trabajar otra vez con Omnicom y nuestro grupo de compañías” dijo Rodríguez. “La oportunidad de aplicar nuestra creatividad y talento analítico para identificar ideas transformadoras y cursos de acción para nuestros clientes y sus marcas es una increíble”.

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. 9 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!

Click here for prior Sales Leads issues.

  • VoixStar Telecom

logoVoixStar Telecom is set to start operations by this coming summer, with headquarters in Florida and operations in 2 other countries.With full mobile service, VoixStar will be a 360 Solutions Telecom, offering mobile, VOIP services, no PIN prepaid long distance and reloads or top-up for any mobile company in the world.VoixStar will start operations in a MVNE, offering full mobile LTE service in the U.S and 4G in Mexico and Colombia.VoixStar Mexico is also set to start operations at the same time as the U.S. this coming summer. VoixStar appointed Israel Iturbide as President of VoixStar Mexico with headquarters in Mexico City.In Colombia, VoixStar is schedule to launch their operations in the city of Cali. www.voixstar.com

  • Bacardi

PysfgttC_400x400Liquor marketer Bacardi Limited is about to shift global creative duties to BBDO Worldwide and media responsibilities to OMDWorldwide. The two Omnicom Group agencies will oversee Bacardi as well as other major bands including Grey Goose, Martini, Bombay Sapphire, Dewars, William Lawson’s, Cazadores and St. Germain.The company did not hold a formal review. Bacardi, one of the world’s largest privately held spirits company, spent US$74 million on measured media in the U.S. in 2014, according to Kantar Media. As of 2013 the company ranked as the 131st-largest ad spender in the states, according to the latest ranking from the Ad Age DataCenter.Media has been handled by WPP’s Mindshare in the U.S., and by Publicis Groupe’s ZenithOptimedia in Europe. The agency consolidation comes as Bacardi is in the midst of cutbacks.BBDO and OMD will handle the business from two global hubs in New York and London.

  • Visa

2a-H3Slp_400x400Visa has begun a global media agency review for the first time in over seven years.Omnicom’s OMD retained its U.S. account and added more international business during the last review. Visa spent us$113 million on measured media in the U.S. in 2014, according to the Ad Age DataCenter.

  • #PepsiChallenge

ziiqQdOt_reasonably_smallPepsi is giving creative control of its most iconic brand equity, the Pepsi can, to fans. As part of the 2015 #PepsiChallenge, consumers will have the opportunity to re-envision the recognized can with their own special designs and creative flair in the “Live For Now” Design Challenge.Led by #PepsiChallenge global ambassador and world-renowned fashion designer and creative director, Nicola Formichetti, the “Live for Now” Design Challenge will kick-off with a design concept from Formichetti, featuring his beloved Nicopanda emblem, that will serve as inspiration and lay the groundwork showcasing where consumers can go with their own submissions. A blank Pepsi can, with only the logo intact, allows consumers to re-imagine the facade of the Pepsi can, with the only limitations their own imagination.Continuing through May 13th, submissions from around the world will be accepted on www.PepsiChallenge.com, with one (1) winning designer offered a once-of-a-lifetime design experience at the PepsiCo Design & Innovation Center in New York City working alongside PepsiCo’s industry-leading design team.Every time consumers around the world use the #PepsiChallenge hash tag on public Instagram, Facebook, Twitter or YouTube profiles, Pepsi will donate US$1 to Liter of Light to help bring environmentally-friendly, inexpensive and easy to make lights to those around the world who need it most.The Pepsi Challenge will continue throughout 2015 with additional global and local challenges. Challenges are issued on Pepsi social channels, PepsiChallenge.com and via global and local ambassadors.

  • Coty

Logo_400x400Fragrance manufacturer Coty is conducting a review to consolidate global media. As part of the review, the company is asking agencies to agree to 150-day lags in payment.The beauty giant is currently based in New York, has a limited number of contenders.OMD, which supports Coty in the U.S., U.K., Ireland and Canada, has declined to participate in the review.Agencies within WPP’s GroupM and Dentsu Aegis will not participate as well, according to industry executives.Havas Media, Interpublic’s Initiative and Publicis’ Zenith have also been invited to participate in the review.

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

For prior Sales Leads US editions, click here.

  • La Tortilleria  

La Tortilleria, one of the largest Hispanic food distributors in the East Coast and its sister company Abasto Media announced a strategic alliance with a leading group of private investors. The new partners are Ken Langone, founder, and CEO of Invemed Associates LLC., and co-founder of the Home Depot, Bruce M. Langone, President of Invemed Associates, LLC., Thomas Teague, President and CEO of Salem Corporation and partner of Invemed Associates, Al Carey, Executive Chairman at Unifi, Inc., and former CEO of PepsiCo North America, and Carlos Evans, former executive vice president and group head of the eastern division of Wells Fargo.The group of private investors focuses on supporting growth-oriented companies in a wide range of industries.The new alliance will allow the Hispanic food distributor headquartered in Winston-Salem, NC, and Abasto Media, to advance their business growth more quickly and efficiently.La Tortilleria operates out of a 100,000-square-foot warehouse and office facility but is in the process of doubling its warehousing operations in Winston-Salem, NC, as well as opening facilities in other markets.This business relationship allowed the other private investors to know the Hispanic food distribution company, and its enormous potential to grow in the industry.

 

  • Re/Max 

American international real estate company Re/Max has named Knoxville, Tenn.-based independent agency Tombras as its´ new media agency partner for the U.S., following a review conducted by consultancy Media Sherpas. The process included the incumbent, Dentsu Aegis Network media agency Carat, as well as a handful of other finalists, according to sources with knowledge of the review.Re/Max spent nearly US$34 million in 2018 and over US$32 million over the first nine months of 2019, up from just under US$30 million during that period in 2018, according to Kantar Media.

 

  • Meredith/Ford 

"The New Power Suit" Multiplatform CampaignMeredith Corp. brands Health, Better Homes & Gardens, Travel + Leisure, People and Food & Wine in partnership with Ford Motor Company are featuring women making their mark in male-dominated fields through a multiplatform campaign called “The New Power Suit,.”Mediapost reports. The campaign will expand across digital, social, video and in the January 2020 print editions. The campaign 1st efforts will include full-page ads designed as covers on each of the five Meredith´s titles, accompanied by a story on the woman featured in that issue.The campaign was produced by a team composed exclusively of women across Ford Motor Company, ad agency GTB and Meredith.People ranked No. 1 in reach across women millennials, women Latinas, moms and adult millennials and No. 2 among adult Latinos and adult readers. People en Espanol ranked No. 1 in reach of adult Latinos.

 

  • Tantillo Foods

100% family owned & operated Tantillo Foods, which offers a range of Italian food products, has appointed Brand Buddha as its´2020 media agency partner. The business includes market research, brand positioning and a digital ad campaign. Today Tantillo Foods has over 50 products sold in retailers around US.

 

 

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

 

  • Corona Hard Seltzer 

Corona Hard Seltzer will be introduced in four flavors in the US:​ tropical lime, mango, cherry and blackberry lime. The 4.5% ABV beverage will contain 90 calories, zero carbs and zero sugars (for comparison, Corona Extra contains 148 calories per 12 oz bottle).  Constellation Brands is planning to put a US$40m marketing budget behind the spring launch of Corona Hard Seltzer: its biggest-ever single brand investment. Corona carries ‘unbelievable strong brand equity’ as a brand among both Hispanic and total drinkers in the younger 21-54 age category. As a result, Constellation Brands has made the decision to brand its seltzer entry under Corona. 

 

  • Costa Coffee

Costa Coffee, a coffeehouse chain which is a subsidiary of American company The Coca-Cola Company and is  headquartered is in Dunstable, Bedfordshire, has appointed MediaCom as its media planning and buying agency, ending its 10-year relationship with Zenith. MediaCom also works on Costa owner Coca-Cola’s media account. Costa has 2,600 shops in the UK and Ireland, and 1,300 internationally.

 

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

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.

 

  • Marriott International

Marriott International expects to expand its footprint in Mexico by more than 50% to the end of 2023, following a robust year of new signings.In 2018, the company signed 36 deals in the Caribbean and Latin America, including more than 2,300 rooms or close to 40% of total rooms in Mexico. With these new deals, Marriott’s total Mexico pipeline now has nearly 50 properties consisting of 8,000 rooms across the country—from Mexicali to Cancun, including key gateway cities such as Mexico City, Guadalajara and Monterrey and resort markets like Cancun, Los Cabos and Puerto Vallarta.As of Dec. 31, 2018, Marriott had 85 open properties in Mexico, representing about 34% of its 249 properties across 21 brands in the Caribbean and Latin American region.

 

 

  • Doritos®

Doritos®, one of PepsiCo‘s fastest growing global snacks brands, is putting the power of the “Spidey-Sense” in the palm of consumers’ hands through a global promotional partnership with Columbia Pictures’ upcoming summer release, in association with Marvel Studios, Spider-Man: Far From Home. In more than 35 markets around the world, Doritos will launch a global marketing campaign offering fans a chance to boldly embrace their inner superhero.The Doritos and Spider-Man collaboration will bring excitement to fans around the world. The fully integrated global Doritos promotional campaign will include on-pack design, in-store displays, TV creative, unique digital content and sweepstakes. Doritos packaging in markets across North America, Latin America, Egypt and Asia will feature exclusive images and thematic from the film, launching worldwide in early July.In more than 20 countries including Australia, Mexico and Colombia, fans will be able to snack on unique limited-edition Spider-Man: Far From Home themed Doritos that are the hero’s signature color – red.

 

  • Novartis

Novartis is holding a global review of its media planning and buying business, much of which is managed by Starcom. The Publicis Media agency has handled the account in various markets.It is unclear whether the process will involve reviewing the markets in succession or as one centralised global process.

 

 

 

 

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.

 

  • Radisson®

Radisson®, one of the best-recognized hotel brands, announced the opening of Radisson Hotel Plaza del Bosque at Avenida Paz Soldán 190, San Isidro, Peru. Centrally located in Lima’s upscale San Isidro District, the hotel is surrounded by large corporations, historic sites, high-end shops and delicious restaurants. Radisson® is an upscale hotel brand that delivers Scandinavian inspired hospitality and enables guests to focus on a work/life balance and find more harmony in their travel experience.

 

 

 

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. 

  • Pepsi

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

 

  • Santander Chile & LATAM Airlines 

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

 

  • SC Johnson

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

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

  • Canopy LATAM

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

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

What: A recap of the most important trends in the marketing industry in 2018, including digital content marketing. As seen through the eyes of Portada: What went right? What did we learn?
Why it matters: With one foot in the next year, it’s time to evaluate the paths we took in 2018. We need to see what knowledge and best practices can help us ride the trends in 2019.

Back in 2017, we thought about how to prepare for the new trends the new year would bring us. Last December, experts in marketing and digital content marketing made their predictions public. We started the new year with our hopes high, ready to face the future. Marketing leaders dealt with disruption and emerging technologies. They promised to mature beyond their initial hype. As the year unfolded, we saw those predictions become true. As a result, marketers found different ways to manage the new opportunities each trend brings.

In this recapitulatory article, we take a look at some of the paths marketing and digital content marketing took us in 2018. So far, one thing is certain: the more we evolve, the more we learn. It is time to take a glance over our shoulder. We need to be ready to welcome 2019 with the best possible tools.

1. Artificial Intelligence and Digital Content Marketing

We’ve been hearing for a while about how AI is getting more sophisticated. Brands are adopting AI-powered solutions. They have found it to increase user engagement. However, “Integrating AI with a site’s chat box or Facebook messenger will require perhaps even more creativity and understanding of the brand’s target market,” predicted in February Amanda Hinski, CMO at YMCA, for Forbes. “AI still has to address customer needs and problems just as aptly as a human agent. It helps if the AI experience delights customers in a fun and lighthearted manner.”

In 2018, the ways intelligent machines can help marketers and advertisers multiplied. Through AI technology companies, several brands are already using smart systems and devices. They deploy them for things such as accurate customer segmentation. They also use them for improved customer interactions. “We can’t even imagine where technology will be taking us,” said to us earlier this year Bruno Lambertini, CEO at Circus Marketing. “Data combined with AI and Robotics, with a boost from 5G connectivity, is an explosive combo that opens a thousand opportunities in the world of marketing and communications.”

We can’t even imagine where technology will be taking us.

AI helps numerous brands to enhance their marketing. Actually, most of us interact with AI every day and marketers are increasingly betting on it. Entertainment platforms such as Netflix and Spotify use AI to provide unique, personalized recommendations to its consumers; in fact, about 80% of the content viewed on Netflix is chosen through the algorithm recommendations. Another brand that has pioneered in the use of AI and AR is Sephora. It has its virtual assistant that gives makeup recommendations to its users. BMW, Campbell’s, Hilton, Dior, Lowe’s, Nordstrom, Skype, Levi’s, Taco Bell, Apple, Under Armour… Chatbots are everywhere; according to an infographic by 16 Best, they will power 85% of sales interactions by 2020.

AI Continues to Grow

Recently, Samsung announced it will invest US $22 billion in AI, 5G, and AutoTch, and just last week, Honda launched its new virtual sales-assistant on Facebook Messenger. If these examples weren’t enough, let’s remember how in November Lexus launched the first ever ad commercial written by an AI machine.

Jivox, a marketing technology company, recently announced the launch of two new AI capabilities. They offer brands a first-ever fully personalized customer experience across all paid and owned digital channels. That includes social media, native, display, video, and mobile advertising, and the brand’s email and website. We’ve been interacting with AI for some time, but as most marketers know, we are just starting to discover how much it can really do. And in spite of how we could be afraid of machines, the truth is they help us do better marketing. In the words of Rishad Tobaccowala, Chief Growth Officer at Publicis Groupe, “Because of AI, certain things that machines can do better will be done by machines. But but people plus machines have been found to be better than machines in most cases. The human touch is the difference.”

2. Multicultural Marketing

After marketing crises such as Pepsi and Kendall Jenner‘s failed ad last year, voices all over had a lot to say about diversity. They talked about the correct way to address multicultural audiences. As obvious as it may sound, not every brand knows that ethnic groups should be talked to in ways tailored according to their cultural nuances. As a result, we reached throughout the year to several experts in multicultural marketing in order to find out what is obvious and what is not.

The first thing they all agreed on was that, since the US population is increasingly multicultural, everyone should be doing multicultural marketing. “Looking at the US population current data, as well as the projections, I’d be hard-pressed to believe there are many businesses that wouldn’t benefit from multicultural marketing,” observed Marissa Fernandez, Marketing VP at the NFL, a couple of months ago.

“Multicultural marketing is no longer an afterthought or checked box. It has become a key strategy for business growth,” explained along these lines John Sandoval, Senior Brand and Latino Marketing Manager at Intuit. “It’s time for brands to acknowledge this diversity as well. As long as you have customers purchasing your products, you should be considering multicultural marketing.”

 You have to know you’re being scrutinized or evaluated as to whether you make sense to that person… specifically, they would ask themselves, ‘Do you make sense to spend my heart and money against?

Difficult Path

However, it’s not that easy. Some businesses limit themselves to translating a general market campaign into another language. Or they have an influencer that doesn’t really fit talking about a product. In order for multicultural marketing to work, you need to know who you’re targeting. And as a result, you also need to make sure the connection is real. In the words of Albert Thompson, Digital Strategist at Walton Isaacson, “Consumers are very smart, they can look at a brand and they can tell immediately if it’s for them or not. They may not know if it’s exactly the best for them, but they do know when it is not for them. You have to know you’re being scrutinized or evaluated as to whether you make sense to that person… specifically, they would ask themselves, ‘Do you make sense to spend my heart and money against?”

As the diversity of the consumer market keeps increasing, more and more brands realize that establishing real connections with multicultural consumers is no longer an option, but a must. Everyone has seen the numbers: minority buying power in the U.S. is growing more quickly than the white consumer market, to the extent that the white population in America will constitute only 44% of the total population by 2060, according to the U.S. Census Bureau. 29% will be Hispanics.

On September 25, members of the Agency Star Committee got together in a panel to discuss how multicultural insights make general market initiatives more effective. Their answer is simple: “The buyer out there is multicultural, there’s no way around it,” declared David Queamante,SVP, Client Business Partner, UM Worldwide. “If you’re going to focus on the non-ethnic half of the population, you’re going to miss the mark, period. If you’re not incorporating a multicultural media mix, you’re trying to move the needle but you’re only pushing on half of the audience.”

3. Direct-to-Consumer Brands

Direct-to-consumer brands formed an important trend that grew in 2018. It pretty much exploded in the last years. Big companies like P&G aren’t growing so much as they used to because of these brands that don’t need any intermediaries to reach the consumers. This helps the interaction and engagement a great deal, since consumers feel like the brand actually listens to them.

survey by Diffusion and YouGov has revealed that 81% of US internet users said they would buy at least one item from a D2C brand in the next five years. More specifically, 36% said they would make 1% to 19% of their purchases from D2C brands in the next five years. Convenience was the leading motivator; 27% perceived buying D2C brands as easier than going to a traditional store.

Attraction of DTC Brands

DTC brands are so attractive and successful that Unilever purchased the Dollar Shaving Club, a brand that allowed male consumers to receive economical, stylish razors at home without having to pay for a pricey Gillette razor. After Gillette’s market share fell from 70% to 54% from 2016 to 2017, it decided to launch its own on-demand, direct-to-consumer products. Another example is Covergirl, another brand that has decided to face its DTC competitors full on. After 57 years of selling through retailers, there is now a 10,000 square-feet “makeup playground.” It is equipped with a host of state-of-the-art technology where consumers can test and try products, no intermediaries involved.

4. Voice Search

Voice-based devices are another technology that has been evolving in digital content marketing in the last years. According to Mark Browne, MarTech editor at Portada, Voice search increased by 35-fold between 2008 and 2016, but brands don’t have to re-invent the wheel to make sure they’re on top of consumers’ search results.

  • The smart speaker market spend is ballooning. It will grow from $4.3 billion last year to $23.3 billion in 2025, according to Allied Market Research.
  • Amazon’s Alexa led in revenues in 2017 but Apple’s Siri is expected to grow the fastest. More will be spent in North America on smart speakers than anywhere else in the world.
  • The biggest adopters of smart speaker technology are affluent educated millenials as well as young gen X and children, according to Global Market Insights.
  • More than 40-percent of adults “used voice search on a daily basis in 2016,” Forbes Magazine reports, noting that comScore predicts that “50 percent of searches will be voice-based by 2020.”
  • Most voice searches according to Forbes are also local. They put an emphasis on the ability of the search engine to deliver up local results.

Voice search poses the natural next step. But we see little direct advertising through voice assistants so far. When users make a voice search, smart speakers usually present only the first organic result. Smartphones may present more results, but still not as many as a manual search. Therefore, brands need to concentrate on SEO to identify the real keywords for digital content marketing in order to produce content that puts them among organic results.

5. Influencers and Digital Content Marketing

The panel had the presence of Yamile Elias, Leonardo Vargas, Giustina Trevisi, and José Camargo

During the last years, the trend of using influencers as a tool to amplify a campaign or digital content marketing message grew to a great extent. Vivian Baron, Founder and Creative Chairwoman of Band of Insiders explained at the Band of Insiders Breakfast at Portada Mexico. “It is no longer about the relationship with the media. It is about how we amplify our client’s message correctly. There’s great interest placed on influencer marketing. There’s also a great lack of knowledge around it.”

In spite of this lack of knowledge, many brands have tried to take advantage of the opportunity that influencer marketing represents. Unfortunately, not everyone succeeds. “Digital platforms are so strong today that influencer marketing can have a hugely negative effect,” Baron said. “It should be taken very seriously.”

Getting it Right

However, it’s very easy to get influencer marketing wrong. After surveying more than 4,000 European respondents about influencer marketing, a report by Bazaarvoice shows consumers are tired of the repetitive nature of the content. They don’t like the decreasing quality of posts. According to the study, 63% of online audiences feel that influencer content has become “too materialistic.” They say it is “misrepresenting real life.” Forty-nine-percent of consumers believe there’s a need for effective regulation. It’s needed to define stricter rules as well as best practices for content.

“When used superficially, the influencer marketing tool can lead to crises as the ones we’ve seen recently,” commented Vivian Baron. “Sometimes there’s a great potential but it doesn’t hold up. It’s very important to design a long-term strategy. It allows you to create a critical mass of loyal followers. This in an industry where loyalty is virtually non-existent.”

 

 

6. The Soccer Opportunity

The year 2018 was great for sports. Not only did we have the Winter Olympics in South Korea at the beginning of the year. We saw the most important media opportunity that a sports event can bring: the FIFA World Cup in Russia. No brand in its right mind would miss the digital content marketing opportunities in the tournament. Just after it started, the Chair of Portada’s Sports Marketing Board Joe Favorito prepared an analysis of certain brands using the World Cup to activate their products, such as Kellog’s, SleepScore, and Vivo were his cited examples of brands working closely together with soccer in order to achieve results.

As Jason Howarth, VP of Marketing at Panini, explained in a panel at Portada Los Angeles on May 10, the relevance of the Hispanic market was undeniable from the start. When they found out at Panini that team USA had been disqualified, he “realized we needed to seize all the other opportunities we knew would exist in the U.S.,” he said. “When you go around the country you see all the Messi and Ronaldo jerseys. You quickly realize the U.S. team is probably not the focus of most fans anyway.” He and other marketers knew that the biggest opportunity lay on the Hispanic consumer, who would be rooting for their origin country’s team.

Power of the World Cup

IKarina Dobarro spoke to us just before the tournament started. She is VP, Managing Director, Multicultural Brand Strategy at Horizon Media. “World Cup not only delivers reach and engagement of Hispanic fans. It delivers a level of cultural connection unparalleled to any other sports property. It will be key for brands to determine how to stand out from the crowd. They need to find an authentic way and be creative in finding touchpoints to capture Hispanic fans across devices and time zones.” And with everybody trying to stand out, creativity is really important.

“The lessons learned from World Cup activation and engagement continue to grow,” wrote Favorito after it was over. “The effective implementation of social campaigns tied to the games were in record numbers. Spanish language broadcasts in the U.S. drew solid audiences. That in spite of the fact that the U.S. did not qualify for the event. Many of the elite Spanish language countries exited a little earlier than expected. Still the drama and life displayed by first-timers like Peru and the continued growth and engagement of Mexico led to an even bigger bounce. It was bigger than what was expected. It made World Cup in Russia an overall global success, and not just in soccer, but in sports business.”

 

What: We talked to Yamile Elias, Head of Marketing of the Drinkfinity brand at PepsiCo, to find out more about the marketing strategies behind this new product.
Why it matters: There is an ongoing tension between online and physical retail. Products like Drinkfinity could set a new trend for other brands to follow.

 In the last months, we’ve heard all sorts of things related to how e-commerce has arrived to push physical retail aside. While some are certain that this is the case, others agree that there’ll never be a time when consumers choose not to go to a physical store, or at least not in the foreseeable future. When Amazon Go opened in January and Walmart started increasing its e-commerce efforts, new studies needed to be carried out to see where retail is going. According to the Census Bureau of the U.S. Department of Commerce, even though Amazon is growing, e-commerce accounted for only 9% of retail sales in the fourth quarter of 2017.

However, there is an idea that buying a product that is only available online means the product is extraordinary, precisely because it can’t be found in stores. Drinkfinity, the new beverage concept by PepsiCo, has greatly succeeded in the U.S. and Brazilian markets. With its sleek design and its system of disposable pods, Drinkfinity looks like it’s been taken out of a dystopian-future movie. We at Portada talked to Yamile Elias, Head of Marketing at Drinkfinity and member of Portada’s Brand Star Committee, to find out more.

 

Portada: What market needs is Drinkfinity fulfilling? What is the inspiration behind this product?

Yamile Elias: “Drinkfinity began with a vision. A vision to create the ultimate customizable beverage for the future. A vision to balance the needs of people and our planet. A vision to break the traditional model and rethink the way people drink. It is a transformational beverage innovation that delivers on some of the most prevalent consumer trends today: desire for choice, health & wellness, personalization, and sustainability.

Not only do consumers want options, they focus on being healthy to feel well. Increasingly people want to know what it is on the products they purchase and how they are made. Moreover, consumers want to buy brands that align with their values and beliefs, and they want a product that is personalized.”

Increasingly people want to know what it is on the products they purchase and how they are made.

Portada: Competition in the healthy beverages sector is becoming more difficult, how do you plan to stay on top?

Y.E.: “Drinkfinity is special because it allows people to choose their unique beverages to suit their individual lifestyle. It embraces the way people live and enables them to do more, making the most out of every moment with four different Modes to answer people’s multifaceted needs throughout their entire day; there’s a Pod that’s perfect for every mood.

All Pods are less than 100 calories per serving, and they feature unique combinations of high-quality dry and liquid ingredients. The Drinkfinity platform is ready to meet consumer preferences and trends, and to potentially incorporate super fruits, grains, and seeds into the beverages in the future.”

Portada: How is Drinkfinity contributing to solving pressing environmental issues?

Y.E.: “Our vision is to produce Drinkfinity Pods with the smallest possible environmental footprint. Each Drinkfinity vessel is BPA-free, reusable and dishwasher safe. Also, Drinkfinity Pods currently use up to 65% less plastic than a comparable 20 oz ready-to-drink beverage bottle, and they show a 40 percent savings in lifecycle greenhouse gas impacts compared to a 20 oz RTD beverage. Moreover, our partnership with Water.org helps provide safe water in developing countries. We will continue to look for opportunities to expand our efforts supporting communities around the world.”

Portada: Who is Drinkfinity’s main target? 

Y.E.: “Drinkfinity was created with the modern consumer in mind. They are doing their best to be in tune with their bodies and the world around them. The product answers consumers’ passion for choice, well-being, and personalization. We call them Conscious Urbanites, 25 -35, educated, actively conscious, passionate, and multi-faceted, tech-forward, proactive & connected, they have a holistic approach to well-being and are curious.”

What values are you trying to transmit to your consumers?

Y.E.: “Drinkfinity’s brand principles are:

  • We bring the brand to life visceral for people.
  • We strive for uniqueness and originality in everything we do.
  • We evolve with the way people behave and connect.
  • We engage in an ongoing dialogue with our community and the world.
  • We bring down the barriers between the physical and digital worlds.
  • We focus on a few greatly executed actions.”
This is a completely new way of doing business and allows us to directly respond to consumers’ needs and feedback.

Portada: What marketing channels and strategies are you betting on to reach your target, and how are you measuring engagement with the brand, for example in the case of millennials?

Y.E.: “Drinkfinity will continue to break from the traditional model, as it is available on E-commerce: Drinkfinity is one of the first PepsiCo products to be available through e-commerce primarily; this is a completely new way of doing business and allows us to directly respond to consumers’ needs and feedback. We are exploring other retail partners in the future to give our consumers added brand experiences. We know that our target audience for Drinkfinity are digital natives and expect a lifestyle like us to be found online.”

Portada: What are the challenges of selling a product exclusively online, and how do you tackle them?

Y.E.: “We are focusing on telling our brand story through compelling social media content, video, and collaboration with influencers, innovative media buys and interactive web experiences as we know that’s where our target groups spend most of their time. We had a waitlist in the U.S. and a referral program in E.U. with influencers and targeted digital ads to tell people about Drinkfinity ahead of the launch. This generated a wait list of more than 120,000 fans who couldn’t wait to be the first to purchase Drinkfinity. And we also wanted them to experience our product first hand.”

Drinkfinity vessels and pods ar only available for purchase at the Drinkfinity website, which also includes a space dedicated to articles on sustainability, wellbeing and healthy practices. Titled Infinite Stories, this section provides shopping options at the end of each article, apart from a complete shopping section where consumers can acquire vessels and pods in 4 different moods: charge, chill, flow, and renew. Drinkfinity is only available in the U.S., Brazil (where it was first launched in 2015), and Europe. Users can communicate with the brand through Facebook, YouTube, Instagram, and Twitter.

https://www.youtube.com/watch?v=3gTmmQ6wKQ0

For the tenth annual edition of Portada Miami we are kicking it up a notch or two :-). First, We are having our marquee Miami event in the brand new design hotel EAST Miami in Brickell, which will also be the setting for the official launch of Portada’s brand new Council System of more than 50 senior brand marketing executives from all over the Americas. Second, Portada Miami Premium Level Ticket holders will be able to meet Portada council members and other VIPs present at Portada Miami for one-on-one 10 minute meetings.

https://www.portada-online.com/events/PortadaMIami/

Expect the best content, fun interactive functions and great food and drinks in one of Miami’s best hotels! The forward-looking agenda will cover disruptive and innovative topics such as machine learning, VR, and data intelligence for more efficient marketing and more.

An additional attraction is the option we offer Portada Miami Premium Level Ticket holders to meet Council members and other VIPs present at Portada Miami for one-on-one 10 minute meetings. These include executives from companies including Anheuser-Busch, Allstate, ComCast, L’Oreal, JC Penney, PepsiCo, GroupM, Heineken, Starcom, MasterCard, Wilson and dozens more! Check out the list below, and fill out this online form with your choices! We will get back to you! Questions?  Reach out to Marketing and Sales Coordinator  Andrea Arizmendi.

  • Senior Marketing Manager, Latin America, Abbott Laboratories
  • VP Strategic Partnerships and Loyalty, Aeromexico
  • Director Consumer Marketing-Sponsorships, Allstate Insurance
  • Manager, Consumer Marketing, Allstate Insurance
  • Managing Director-Integrated Marketing, American Airlines
  • Head of Marketing West Region, Anheuser- Busch
  • VP International Sales, Avis Budget Group
  • E-Commerce Subdirector, Best Buy Mexico
  • Marketing Multicultural Champion, Coffee Mate, Nestle
  • Director of Media, Brand Strategy, Comcast
  • EVP, Endeavor (ING)
  • President Group M, GroupM
  • Global Marketing Communications Director, Grupo Bimbo
  • CEO, Group M Latin America
  • VP Marketing, Heineken
  • VP, Sales & Marketing, Caribbean & Latin America, Hilton
  • VP, Managing Director, Multicultural Brand Strategy, Horizon Media
  • SVP, Director Video Investment, Horizon Media
  • Regional Vice President Sales & Marketing Latin America & Caribbean, Hyatt Hotels
  • Managing Director, Intel Sports
  • Media Manager, JC Penney
  • Digital Marketing Director, L’Oreal Mexico
  • Sr. VP USA, Canada & Caribbean, ‎Latam Airlines Group
  • VP, North America Sponsorships, MasterCard
  • Managing Partner, Multicultural Lead, MediaCom
  • Regional Vice President Business Developement The Americas, Meliá Hotels Intenational
  • Senior Director, Multicultural, Moet Hennessy USA
  • Director, Marketing Strategy and Fan Development, NFL
  • Group Account Director, OMD Multicultural
  • Director of Business Innovation and Marketing, PepsiCo
  • CMO, PepsiCo Latin America
  • Head of Gatorade – Latin America PepsiCo 
  • Director, Publicis Group
  • Senior Marketing Manager, Hispanic Markets, Rent-A-Center
  • Head of Multicultural Marketing, Rosetta Stone
  • Brand Manager Latin America, Salomon Latam
  • EVP Managing Partner, Scout Sports and Entertainment
  • Board Chair at Athletics Department Stanford University
  • ‎SVP, Multicultural Lead, Starcom
  • VP Media Director, Starcom 
  • Marketing Director, Totto
  • SVP, Media Director, UM Worldwide
  • Head of Marketing Performance, Volaris
  • Managing Partner, Client Lead, Wavemaker
  • Business Manager Latin America, Wilson Sporting Goods
  • VP, Media Integration, Zubi Advertising

The above list will be expanded with additional major brand and agency players in the next few weeks. Questions?  Reach out to Marketing and Sales Coordinator  Andrea Arizmendi.

Portada’s Council membership is an exclusive by invitation only experience. Members are selected from an elite group of brand marketing, tech and media thought leaders.To find out more about how Portada’s content and networking platform can help your marketing objectives, please contact Portada Sales Manager Isabel Ojeda.

A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • The Portland Timbers announced a multiyear partnership extension with Alaska Airlines. As part of the continued partnership, the airline’s wordmark will continue to be featured prominently on Timbers game kits and club apparel. In addition, Alaska Airlines will continue to serve as the team’s official airline. As Founding Partner of the Timbers, Alaska Airlines has been the club’s jersey partner since its inaugural 2011 MLS season.

  • Telemundo, the exclusive Spanish-language home of the 2018 FIFA World Cup Russia, announced the launch of “El 12”, a new, bilingual digital initiative to search for the next generation of top soccer influencers in partnership with the global soccer media company COPA90. The selected creators will be tasked to share their passions, experiences and Vancouver Whitecapshow they celebrate their national team with family and friends while building excitement and awareness of Telemundo’s Spanish-language coverage of the 2018 FIFA World Cup Russia.
  • The Vancouver Whitecaps (of MLS) announced a multi-year sponsorship agreement with Ford, as the official automobile of the franchise. In addition, the carmaker will attach its name to a family zone in a designated seating section of BC Place Stadium during Whitecaps home games. Ford will also sponsor the ‘Caps Clubhouse presented by Ford,’ a concourse activation space targeted towards parents and kids.

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  • PepsiCo extended its partnership with UEFA. The company will continue to sponsor the Champions League for three more years with six PepsiCo brands including Pepsi Zero Sugar, Lay’s Neymar Jrand Gatorade.
  • Neymar Jr announced his plans to bring his global five-a-side team tournament to the US. The tournament will take place in 17 US cities and crown new champions in both the male and female divisions. This will be the third season of Neymar’s signature tournament.
  • FOX Sports launched a new weekly soccer podcast, Alexi Lalas’ State of the Union, expanding its digital offerings and podcast portfolio ahead of the World Cup this summer.

 

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

Join us at PORTADA Mexico!

Oscar Leon Walker has joined Undertone as Director, Multicultural Sales Strategy. Walker will be based out of Undertone’s LA office and will work collaboratively with sellers from the Midwest to West Coast as the business owner and subject matter expert. “Undertone hired me to set strategic business development partnerships with brands, agencies and publishers. I’m tasked with creating our go-to-market strategy for our new Multicultural advertising division,” Walker tells Portada. Prior to Undertone, Walker worked as the Regional Sales Director of Briabe Mobile, a full service mobile solutions provider targeting U.S. Hispanic, African American and Asian American consumer groups. Prior to Briabe Mobile, he was Sales Director, East at AdsMovil. Oscar is a Sales and Marketing professional with an outstanding record of identifying new business opportunities. Born in Latin America and raised in San Diego, CA provided Walker intimate insights into the Hispanic community.  Walker strongly believes in the power of building long lasting relationships and throughout the last decade he has won numerous major national accounts including: Ford, Honda, Western Union, Party City, Frontier Communications, Colgate, Charmin, La Quinta, Wells Fargo, United Healthcare, McDonald’s, Macy’s, Comcast, ABC – Marvel Agents of Shield, AT&T, and many other nationally recognized brands.

Caio Street is PM3 Agency  new Vice President, Integrated Strategy& Chief Digital Officer . A San Pablo, Brazil native,  Caio Street has more than ten years of experience leading integrated digital marketing strategy and communications that build impactful brands, create user engagement, and increase ROI. He has worked with such innovative brands as FOX Entertainment and FX Network, AMEX, CreativeLive, and Hill’s Pet Nutrition. At PM3, Caio is responsible for enterprise-wide digital strategy integration and execution including business leadership, technology delivery for digital common components, user experience/user interface design standards and implementation, and digital governance.

 

Republica, an independent marketing and communications agency, announced the appointment of Bianca Ruiz as vice president, group account director and Tania Echevarria as senior manager, creative operations.

 

 

 

 

 

Bianca Ruiz brings more than 20 years’ experience in account services and media buying to the team. Prior to joining Republica, she was  group account director at OMD for over seven years, where she led the team that serviced alternative media buying and creative execution for PepsiCo, Visa, Ocean Spray, McDonald’s, 3M, and Activision.

 

 

 

 

 

Tania Echevarria has more than ten years’ experience in creative operations management. Prior to joining Republica, Echevarria served in several capacities, including a seven-year stint with SapientNitro, where she held various creative operations roles. Echevarria received a bachelor’s degree from Florida State University.

 

 

 

 

 

 

Oath, the Verizon unit that encompasses AOL and Yahoo, has defined its leadership structure for U.S. Hispanic Market and Latin America. The announcement reflects Oath (Verizon’s) continued interest in the U.S. multicultural/Hispanic market as well as in Latin America.

 

 

Matthew Harris,  Director of Sales, U.S. Hispanic at Yahoo,  is Oath’s new Director of Sales, U.S. Hispanic.

 

 

 

 

 

 

Steve Zaroff has been appointed U.S. chief strategy officer at Ogilvy & Mather. He was previously North America chief strategy officer at McCann for five years. Prior to that, Zaroff was VP and head of strategy at SapientNitro and also served as deputy head of brand strategy at Kirshenbaum Bond Senecal. 

 

 

 

The National Association of Hispanic Publications (NAHP) announced their Annual National Convention in Miami Florida which will be taking place from November 5th to -7th at the Atton Brickell Miami. New leadership on the Executive Board includes, Fanny Miller, Interim Chair;, Mary Flores, Secretary;, Pauline Rivera, Marketing Director; and, Jose Zepeda, Jr., Interim Treasurer. Under a new leadership, NAHP represents membership Hispanic print publications across the country, including Puerto Rico. There are over 600 Hispanic print publications that provide ongoing information in Spanish or bilingual format reaching the fastest growing population, the Latino market.

Cross-cultural agency the community has hired Christopher Neff as Senior Director of Innovation, a new, interdisciplinary role that sits between the agency’s creative and strategic practices. Based in Miami, Neff will report to Luis Montero, President of the community.Neff joins the community from Tool of North America, where he was the Director of Digital & Experiential/EP.  Prior to Tool, Neff served as Director of Interactive Production at 180LA-

 

 

 

John Antoniades has been promoted to managing director, global business for Spark Foundry, the agency previously known as Mediavest/Spark. He was most recently CEO of Middle East and North Africa at Starcom Mediavest Group. He will oversee global business growth for the agency and will report to Spark Foundry U.S. CEO Chris Boothe.

 

 

 

22squared has promoted Brandon Murphy from chief client officer to president while president/CEO Richard Ward shifts to the new role of chairman/CEO.

 

 

 

 

 

Murphy has worked in all areas of the agency, leading the strategy, analytics, account management, content marketing and media departments. He originally started at Campbell-Ewald/Detroit before joining 22squared.

 

 

 

Ward joined the agency in 2006 as President & CEO.

 

 

 

 

Join us at PORTADA Mexico!

 

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!

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

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

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

 

 

 

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

Victor Lopez, Head of digital media at Havas, says that he is sensing “more optimism around panregional marketing this year.” Lopez also tells us that social and video have come to the forefront and shares his latest experience on their use in marketing efforts.

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

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

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

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

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

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

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

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

#PortadaLat is next week! Registration: We have added new Ticket Types to Meet Your Needs!

GENERAL PASS: Attend the overall PortadaLat event on June 7 and June 8. All sessions, keynotes, networking, food and beverage included! (US$549)
VIP ATTENDEE: Meet up to 5 high-level brand, agency or media executives of your choice attending or speaking PortadaLat. These 10 minute meetings will take place in a separate room during the first and second day of PortadaLat and are designed to help you build valuable relationships. General Pass offering is included. (US $ 1,999).
DAY 1: SPORTS AND TRAVEL MARKETING DAY (June 7):
The first day of PortadaLat will focus on how technological innovation is impacting key segments of business and marketing with emphasis on Travel and Sports. All sessions, keynotes and marketing-tech showcases are included as well as light food, sandwiches and beverages. (US $199)
DAY 2: BRAND INNOVATION DAY (June 8)
The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included. (US$ 449!)
Secure your spot and start the PortadaLat journey!

Andres Polo, VP Digital Marketing at Visa for Latin America is the latest addition of a high-level speaker to our June 7-8 PortadaLat agenda. Polo will provide a presentation on how Visa targets the Latin American Millennial consumer through sports content.

On June 7 and 8 the world’s most prominent brands, the most powerful media executives and pioneering innovators will be taking the stage at PortadaLat in Miami. Andres Polo, VP Digital Marketing at Visa  is the latest addition of a major industry player. Visa will provide a presentation on how Visa is extending its traditional sports partnerships, including eSports, in order to appeal to Latin American Millennial.

VisaOther Thought Leaders who have confirmed their participation at PortadaLat include:
Ricardo Perez Baez, Global Marketing Communications Director, Grupo Bimbo
Ricardo Arias-Nath, CMO, Latin America, PepsiCo Beverages
Rafael Lopez de Azua, Head of Media & Digital Latam, Coty Inc.
Natalie Bursztin, Marketing Director, TottoFelipe Molina H., Digital Specialties Director, IPG
Pablo Chiozza, ‎Sr. VP USA, Canada & Caribbean, ‎Latam Airlines Group
Gary Milner, Director, Global Digital Marketing, Lenovo
Debbie Rubinstein, Global Client Lead, Starcom
Wendy E. Kallergis, President & CEO The Greater Miami & The Beaches Hotel Association
Yamileth Bermudez, Media Operations Director, IPG Mediabrands Miami
Fernando Fiore, On Air Personality, Fox Sports
Luis Perillo, Vice President, Sales & Marketing, Caribbean & Latin America, Hilton
Ana Tomicevic, Director of Brand Marketing, Marriott
Montserrat Santaella, Senior Marketing Manager, Grupo Posadas
Jon Eichelberger, Head of Americas, Trivago
Diahann Smith, Multicultural Marketing Manager, Florida Dairy Farmers
Mariana Vázquez del Mercado Casas, Digital Marketing Manager, Nestlé
Felix Palau, VP at Tecate, Heineken
Carlos Espindola, E-Hub Manager Latin America, 3M
Patricio Rubalcava, VP Merchant Business Development – T&E, Retail & Digital Industries, MasterCard

and many more!

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

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