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New marketing director for Uber, promotions at PepsiCo & more changing places Latam. People change positions, get promoted or move to other companies. Portada is here to tell you about it. Check out last week’s Changing Places Latam here.

 

New Marketing Director at Uber

new marketing director uberUber has announced the arrival of Felipe Burgaz, who will take on the role of Marketing Director, Latin America. He has three decades of experience in the technology, CPG, and beverage industries, and he’ll be in charge of promoting Uber’s products and services in the 15 markets where it is present. Burgaz previously served as Marketing Director for the Mexican region at Amazon.

 

 

Promotions at PepsiCo

PepsiCo has promoted Ricardo Arias-Nath from SVP / Chief Marketing Officer & GM Beverages Latin American Markets to SVP / Business Strategy and Transformation, Chief of Staff, Latin America. He first joined the company in 2008.

 

 

 

In addition to Ricardo’s promotion, colleague Eric Melis, previously Sr. Marketing Director, Carbonated Soft Drinks Category, Latam Region, has announced a new role at PepsiCo. He is now VP, Marketing, PepsiCo Foods, Central America, Caribbean & Southern Cone.

 

 

 

And More Changing Places Latam

Payment solutions company Ingenico Group Mexico has tapped Rodrigo Islas as its new Marketing and Communication Manager. He previously filled the role of Brand Manager at American Express Mexico.

 

 

 

 

The Coca-Cola Company has promoted Constanza Flores to Senior Director, Fanta Latin America. She first joined the company in 2009 as Knowledge & Insights Director, South America, and most recently served as Marketing Director, Sparkling Beverages, South America.

 

 

 

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

For prior Sales Leads LatAm editions, click here.

 

  • PepsiCo 
Pepsico in Sales Leads LatAm

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

 

  • P&G
P&G in Sales Leads LatAm

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

 

 

  • Cinépolis
Cinépolis in Sales Leads LatAm

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

 

 

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

 

  • allpago
Allpago in in Sales Leads LatAm

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

For prior Sales Leads LatAm editions, click here.

Join us at PORTADA Mexico!

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!

What: Major media and brand executives gathered at Portada Miami to share their experience and vision of the rapidly evolving landscape of marketing technology in Latin America.
Why it matters: The twelfth annual edition of #PortadaMIA focused on how technological innovation is reshaping the Latin America and US marketing space, and provided key takeaways on topics including ROPO, how data drives content, e-commerce, pan-regional marketing, and Miami’s growing importance as a marketing hub.

An impressive roster of marketing and media professionals gathered at the twelfth edition of Portada Miami to share their experience, vision, and insights into the rapidly advancing landscape of marketing technology in Latin markets, as well as the U.S.

Key takeaways included:

  • The right data can be hard to find, and even more difficult to build when understanding the consumer in Latin America.
  • Brands shouldn’t shy away from partnering with third-party providers when gathering and analyzing the data needed to provide actionable insights.
  • Back to basics still count: clearly established objectives should always drive the use of data and marketing technology.
  • Know your data sample: be sure it accurately represent the market you’re targeting.
  • Carefully monitor how your target audience consumes content so you know what relevant content is before you build a content strategy.
  • Research online is going to continue to grow and trigger sales.
  • Visiting websites is one of the most common activities on mobile phones in LATAM.
  • The online consumer today is not determined by demographics but rather by their interaction with digital.
  • Miami’s diverse workforce reflects what the U.S. will look like in years to come.
People engage with content that they believe in. That is one of the strengths of CNN.

Cynthia Hudson, SVP and General Manager of CNN en Español and Hispanic Strategy for CNN/US, kicked off Portada Miami with remarks highlighting the importance of making content relevant to consumers. “People engage with content that they believe in. That is one of the strengths of CNN,” she said. The day’s Thought Leadership Breakfast sponsored by CNN also emphasized the importance of the mobile phone for communicating with markets, as well as the growing role of voice-activated speakers like Alexa in consumers’ daily lives. It was also noted that there are more than 5 million hours of content uploaded to video platforms every day.

 

 

To Partner or Not to Partner

The debate over when, how and whether to partner when building data and content strategies was extensively debated by participants at #PortadaMIA, reflecting the lasting importance of this key question for brands. “There is a lot of data, so using the right technology and not being afraid to partner with the people that can give you the actionable insight,” is very important, Ana Hoyos, Director of Meltwater Latin America, advised during the day’s second panel Marketing Tech in Latin America: The Opportunities Ahead.

Speakers at the day’s first panel had a back-to-basics message for their audience, emphasizing the need to take care that your data sample accurately reflects the markets. Establishing clear objectives at the start of any initiative also won resounding agreement from the panel participants.

“I always ask: what is your objective when you start a project?” panelist Andrew W. Russo, VP of Data Science at Starmark, advised listeners.

Build Connections with Relevant Content

Portada Miami participants repeatedly emphasized the importance of making content relevant to the target market. Watch what your target audience is consuming content for, and how that relates to commerce. Understand what is relevant content before creating your content strategy, Andres Amezquita, VP Digital and Commercial Excellence at StanleyBlack & Decker told attendees.

That point was endorsed again by Carlos Leal, Marketing Director at Rappi, when he was interviewed by Kate Canel, Director of Performance Media at The Shipyard during the panel ROPO: A Deep Dive held in the afternoon.

It’s not demographics that determines the online consumer, but instead, watch their interaction with digital, Leal said. “The ROPO effect consolidates the strength of digital as an information channel.”

But Leal warned his audience that the ROPO (Research Online, Purchase Offline) consumer, because he or she tends  to always be informed before buying, tends to be more unfaithful at the point of sale. “The ROPO consumer feels like researching in digital, but his purchase is still conditioned by the need to see product advice from a seller,” Leal said.

 

Miami: Gateway to Latin America

Golin’s Scott Farrell and Pepsi’s Carlo Espinoza

Portada Miami attendees applauded remarks by Carlo Espinoza, Senior Marketing Manager, Latin America Beverages, Pepsico highlighting Pepsi’s phenomenally successful campaigns reaching out to new generations of consumers in Colombia and Jamaica.
And the backdrop of Miami’s spectacular waterfront and the towering Brickell City Centre served as perfect reminders of the importance of Miami in pan-regional marketing and as a gateway of diversity to Latin America.
An influx of new immigrants to the city, and the excellence of Miami’s colleges and universities contribute to creating a vibrant and diverse workforce that is a harbinger of what the U.S. will look like in the years to come, said Joseph Roisman, EVP, Perry Ellis International during the day’s final panel Miami’s Evolving Role As A Marketing Hub: A Brand Marketer’s View.

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

For prior Sales Leads LatAm editions, click here. 

  • Coca-Cola

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

 

  • Wyndham

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

 

 

  • PepsiCo Latin America

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

 

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

 

  • Azul/ Copa Airlines

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

 

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

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

For prior Sales Leads LatAm editions, click here. 

  • Walmart

Walmart has announced it is acquiring Cornershop, a leading online marketplace for on-demand delivery from supermarkets, pharmacies and specialty food retailers in Mexico and Chile.Walmart will pay US$225 million for Cornershop, which has seen its number of unique users double in the past 12 months. Closing of the transaction is subject to regulatory approval and is expected by the end of the year.As part of the agreement, Cornershop will remain an open platform.

 

 

 

  • MoneyGram

MoneyGram customers in Mexico have thousands of new locations to choose from when they need to pick up money sent from family and friends around the globe. The company’s money transfer receive service is now available at more than 17,000 OXXO convenience stores in the country.When picking up at an OXXO store, consumers can receive up to 2,000 pesos in cash. All additional funds, up to 11,600 pesos, can be transferred into a bank account from the OXXO location, or put on Saldazo, a debit card co-branded between OXXO and CitiBanamex. Remittances are one of Mexico’s top sources of foreign income. According to the World Bank, more than US$30 billion flowed into the country in 2017.

 

 

  • PepsiCo

Pepsico announced the expansion of its global relationship with its´marketing execution partner HH Global in Latin America beginning with implementation in Brazil and with the commitment to expand throughout the region.Under the terms of the agreement, HH Global will provide a suite of marketing execution services and proprietary HHub technology to support PepsiCo’s creative production and procurement requirements for print and point of sale materials. The implementation extends HH Global’s agreement with PepsiCo which originated in 2009 in France and the Benelux countries and has since expanded to Russia, Turkey, and the United Kingdom. Yamile Elias, Director of Business Innovation & Marketing, Pepsico is a member of Portada´s Brand Star Committee LatAm.

 

 

 

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

 

 

  • Google

Google will invest around US$140 million to expand its data center in Chile, the company’s only infrastructure of its kind in Latin America, which houses the information of millions of its users, the tech giant announced. The complex, built in the Santiago suburb of Quilicura, is part of a group of 15 data centers that store and transmit information generated by applications like Gmail, Google Maps, YouTube, Waze and Uber, Efe reported.

 

 

 

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

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

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

For prior Sales Leads LatAm editions, click here. 

  • PepsiCo 

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

 

 

  • ICBC

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

 

 

 

  • Anheuser-Busch Inbev

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

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

 

  • AccorHotels

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

  • Radisson Hotel Group

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

  • Radisson Hotel Barra Rio de Janeiro

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

 

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

 

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

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

For prior Sales Leads editions, click here.

  • Fiat Chrysler Automotive & Mars

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

 

 

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

  • Burger King & PepsiCo

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

 

To get detailed contact information about the decision makers behind these campaigns and access an interactive database of more than 2,500 marketers targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • McDonald’s


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

 

 

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

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

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

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

 ::: Carlson Rezidor Hotel Group /Radisson Blu ::: Starbucks/Pepsico ::: Forever 21 /Puerto Rico ::: “Couple”/ Renault Duster – Publicis Buenos Aires ::: Marriott Caribbean & Latin America Resorts – Sarah “Sarah Fit” Dussault  :::

  • Carlson Rezidor Hotel Group /Radisson Blu

descargaCarlson Rezidor Hotel Group, one of the world’s largest hotel groups, has announced the expansion of Radisson Blu® in Latin America with three hotels: Radisson Blu Santiago, La Dehesa in Chile as well as Radisson Blu San Andrés Resort & Spa and Radisson Blu ar Santa Marta Resort & Spa in Colombia.Radisson Petra La Dehesa Hotel will undergo a transformation and become Radisson Blu Santiago, La Dehesa by the first quarter of 2016.

  • Starbucks/Pepsico

descarga (1)Starbucks Corporation , in partnership with PepsiCo, Inc.,  will market, sell and distribute ready-to-drink (RTD) Starbucks coffee and energy beverages in Latin America, starting in 2016.According to the agreement, Pepsi will use its expansive distribution network and local expertise in the region to sell and distribute Starbucks RTD beverages. These beverages will be available in 2016, across the Caribbean, Chile, Colombia, Costa Rica, Guatemala, Mexico, Panama, Peru, Puerto Rico and Uruguay.Starbucks and Pepsi have been partners for over two decades. North American Coffee Partnership (NACP) is a joint venture between the two giants, which had been formed more than 20 years ago. The new agreement for the Latin American market will benefit from the innovation that NACP has developed over the years. Starbucks has been operating in Latin America since 2002, having over 870 stores in 14 markets. Latin America is a very important market for Starbucks, since this is where the company gets a major portion of its Arabica coffee supply. Pepsi, on the other hand, has over 100 years of experience in the region.

  • Forever 21 /Puerto Rico

descarga (2)Clothing retailer Forever 21 has opened its newest store in Puerto Rico in Las Catalinas Mall.The opening marks the retailer’s fifth location in Puerto Rico, a 13,773 square-foot store.The new location brings Forever 21’s presence in the US to over 494, with more than 700 stores in 48 countries worldwide.

  • “Couple”/ Renault Duster

descarga (4)Under the general creative direction of Fabio Mazia, Publicis Buenos Aires presents “Couple”, the new Renault Duster campaign, which will air in Latin America, South Africa and several countries in Europe. The effort is based on the concept of those who ”have a good time, having a hard time,” which the brand uses globally.The story is based on a couple looking to enjoy those situations that are always unpleasant.With this initiative, Renault Duster is introduced to encourage people to leave the comfort zone and start enjoying. The commercial was produced by Primo Buenos Aires.

  • Marriott Caribbean & Latin America

descarga (3)Marriott Caribbean & Latin America Resorts has launched its “Fit in Paradise” program featuring popular YouTube fitness personality and blogger Sarah “Sarah Fit” Dussault to show viewers and guests how easy it is to stay healthy and active while visiting any of the collection’s eight resorts. As part of the initiative, Sarah Fit is visiting each of the collection’s resorts, where she is filming a series of workout and lifestyle videos which will be rolled out across her social media channels, as well as those of Marriott Caribbean & Latin America Resorts. These videos will feature Sarah Fit engaging in a specific workout set amidst the backdrop of each resort.In addition , she is also producing videos that showcase the resorts themselves, as well as their local destinations. Viewers will be able to follow along with Sarah’s adventures as she navigates her favorite activities and experiences at each resort. The Fit in Paradise initiative will be available at the following Collection properties: Aruba Marriott Resort & Stellaris Casino; CasaMagna Marriott Cancun Resort; CasaMagna Marriott Puerto Vallarta Resort & Spa; Curacao Marriott Beach Resort & Emerald Casino; Frenchman’s Reef & Morning Star Marriott Beach Resort; Grand Cayman Marriott Beach Resort; JW Marriott Cancun Resort & Spa and St. Kitts Marriott Resort & The Royal Beach Casino. To follow Sarah Fit’s travels,guests must search #FitInParadise on Facebook, Instagram and Twitter.

Daniel Galvan Duque, Marketing Director for Flavored CSD’s at Gepp PepsiCo Mexico tells Portada about their Consumer Engagement Cycle for reaching audiences through meaningful experiences, heartfelt stories and open conversations. You may know everything about your consumers nowadays – what they wear, where they go, what they eat, and even what they need and when they need it. Perhaps your brand has been paying close attention for years. But have your brand’s consumers been paying attention to you? Read on to see how Gepp PepsiCo Engages the Mexican Consumer.

 

Interview conducted by Alejandra Velazquez

Daniel Galvan Duque, Portada, Brand Marketing
Daniel Galvan Duque, Gepp PepsiCo Mexico @gepp

The Power of Storytelling

PepsiCo has been mastering the Consumer Engagement Cycle for decades. Their beverage portfolio is relatable, and their strongest brands have been household names for the fashion, music, and sports industries for decades. This isn’t just about what people like, it’s about how people live. Melding into consumers memories of meaningful events gives brands a backstage pass into people’s experiences. And once they’ve shared an experience, it’s how the story gets told.

El Peluches: Creating Engagement Through Passion

When people don’t immediately skip your ad, you know you’ve hit a home-run. “Truth is, in an era populated with so many brands, communication, and content, the challenge is grabbing people’s attention,” says Daniel Galvan Duque, the man behind PepsiCo’s marketing strategy. In August 2016, Gatorade partnered with Alejandro “El Peluches” Ruiz, a man who runs marathons wearing a vest covered entirely in plush toys. Why? Because his unique passion encourages others and brightens their day. Gatorade was clever enough to notice and share the story to connect with their Mexican audience.

Truth is, in an era populated with so many brands, communication, and content, the challenge is grabbing people’s attention.

The “El Peluches” ad was an unconventional format with a story worth telling. “You have to constantly challenge yourself to produce things that create proximity. The digital world demands you to keep your pre-rolls under five seconds long and all your content under 20, and here was this 2’30’’ narrative with a 70% view rate” reminisces Galvan Duque.

5v5 Montemorelos: Rooting for the Underdogs 

The Gatorade 5v5 soccer tournament in partnership with the UEFA Champions League has gained plenty of momentum in its four-year run (check out our interview with Jill Leccia, Senior Marketing Director – Gatorade Latin America). In 2017, a team from the small rural town of Montemorelos made it to the playoffs but lost in the semifinals. “They asked us if there was a chance they could try again at the second playoffs, and we gave them permission. This time they won, and that gave us a chance to tell a great story. They ended up losing at the finals and didn’t get to travel to Barcelona for the first prize, but we still made the story fit perfectly with the brand’s message: sometimes you win, sometimes you lose, but you never quit trying” says Galvan Duque.

Sometimes you win, sometimes you lose, but you never quit trying.

The outcome was a brief 3’34’’ documentary in which the narrator says “At the end you might win. You might not win. You might have all the odds against you. But one thing is true: in Montemorelos and anywhere else, if you keep sweating, nothing can stop you”. The message matched the brand messaging and reached over seven million views.

Fido Dido Parade: Nostalgia and Influence  

Relatable characters, a touch of nostalgia and partnerships with influencers can keep brand awareness alive. Fido Dido was 7UP’s beloved hand-sketched character in the nineties who was “ageless, thoughtful, chill, and compassionate towards one and all” according to one of its creators Joanna Ferrone. Reviving an ambassador like Fido Dido, highly nostalgic and relatable, does wonders for sparking all kinds of conversations, activations, experiences, and stories – the cogs that keep the Consumer Engagement Cycle alive and spinning.

We wanted each to have a different personality, imprinted by the person creating them. So we found an influencer pool that made sense with the brand.

He recently made a comeback in a series of ads and parades held across Mexico where the brand invited different artists to decorate blank forms of the beloved character. “We wanted each to have a different personality, imprinted by the person creating them. So we found an influencer pool that made sense with the brand. First thing to consider is whether they believe in your message and what you’re doing” reveals Galvan Duque. The right strategy goes a long way for how Gepp PepsiCo engages the Mexican consumer.

Daniel Galvan Duque, Marketing Director for Flavored CSD’s at Gepp, PepsiCo Mexico, will be one of the dozens of brand marketing innovators present at Portada Miami on June 4, 2020. If you are interested in participating in Portada Miami and/or in Portada’s networking and knowledge-sharing platform with brand marketers please contact us here.

Changing Places LatAm: people change positions, get promoted or move to other companies. Portada is here to tell you about it.

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

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

 

 

 

 

 

 

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

 

 

 

 

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

 

 

 

 

 

 

 

 

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

 

 

 

 

 

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

 

 

 

 

 

 

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

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

For prior Sales Leads LatAm editions, click here.

  • Monarq Group & Brown-Forman 

Monarq, a drinks distribution and marketing group covering North America, Central America, South America and the Caribbean, has entered into a regional distribution partnership with drinks and spirits corporation Brown-Forman’s, effective 1 July. Carlos Diaz, Director and General Manager – Latin America & Caribbean of Brown-Forman said: “We are enthused to welcome Monarq to the Brown-Forman family and look forward to working closely together to continue to grow our brands in these important Caribbean markets.Brown-Forman’s GTR portfolio includes the likes of BenRiach 10 Year Old Triple Distilled Single Malt.Brown-Forman’s brands are now being distributed in 16 Caribbean markets through Monarq Group under a new agreement.

 

  • Curio Collection by Hilton 

Curio CollectionHilton announced the opening of Umbral, Curio Collection by Hilton, representing the brand’s debut in Mexico City. The modern 59-room boutique hotel is the latest addition to Curio Collection by Hilton, reinforcing the growth of its portfolio of one-of-a-kind hotels and resorts in premier destinations across the Caribbean and Latin America.Part of an ambitious program to restore historical buildings in Mexico, Umbral, Curio Collection by Hilton is a restoration project from a heritage building that was constructed in 1924. Situated in downtown Mexico City, the timeless hotel overlooks the city’s most emblematic buildings, including the Metropolitan Cathedral, the County Hall and El Palacio de Hierro Department Store. Guests will also have convenient access to Zocalo Main Square just two blocks away, as well as Museo del Templo Mayor, Chapultepec and Aeropuerto Internacional Benito Juarez – less than five miles from the property.Curio Collection by Hilton is an upper-upscale, global portfolio of more than 70 one-of-a-kind hotels and resorts.

 

  • PepsiCo 

PepsiCo, Inc. announced that its partnership with the Inter-American Development Bank (IDB), the largest source of development financing in Latin America, has helped more than 765,000 people in rural areas of Mexico, Peru, Colombia and Honduras gain new or improved access to drinking water and sanitation services since 2011. With grants to IDB in 2011 and 2016 totaling $7 million The PepsiCo Foundation, the company’s philanthropic arm, has helped catalyze $547 million in additional funding from others to support infrastructure investments and upgrades in these communities.In Latin America and the Caribbean, nearly 230 million people lack access to safe and clean drinking water. As part of an effort to address this issue, PepsiCo made the first and only private sector investment in IDB’s Aquafund, a main financing mechanism to support water and sanitation investments in rural and displaced Latin America communities which receive less support for clean water projects than more densely populated areas.The PepsiCo-funded pilots were highly effective, providing more than 765,000 people access to clean water in their communities primarily through the installation of water pumps and pipes.

 

  • Mars

Resultado de imagen para Sheba MarsSheba arrives in the marketplace in an unsurpassable moment, as the cat food market is posting vigorous growth at higher rates than dog food is.On the other hand, wet cat food product variety is rather limited in Mexico and in most Latin American countries, largely due to relatively higher manufacturing costs of wet food.Given the sound performance of the overall cat food category in Mexico, Mars is likely aiming to reinforce the expansion of its cat food business, originally led by Whiskas.Moreover, since Mexico is the second-largest pet food producer in Latin America, Sheba may signify a smaller-scale project to grow its wet cat food business in the region.

  • Novartis 

NovartisSwiss multinational pharmaceutical company Novartis has consolidated its´ US$600 million global media buying and planning account with Publicis Groupe, following a review. GroupM, Omnicom and Havas also participated in the review.Novartis global media business is worth around US$550 millions, with the account covering 50 markets around the world.

 

 

 

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

For prior Sales Leads LatAm editions, click here.

 

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

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

Welcome, Nicolas, to Portada’s Council System!

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

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

 

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

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

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

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

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

 

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

 

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

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

 

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

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

 

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

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

 

Portada: Which were some of the most outstanding activations?

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

 

Portada: What has been your main social media strategy?

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

 

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

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

 

 

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

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

 

 

Jose Bello has been appointed Director, Multicultural & LATAM at Omnicom´s ICON International Inc. ICON International, Inc., a subsidiary of Omnicom Group (NYSE:OMC), is a specialty finance company engaged in corporate barter with a focus on advertising and media buying.

 

 

 

 

 

 

 

Valeria Lopez Valenzuela is the new Field Marketing Manager for Spanish South America Region at Hitachi Vantara.

 

 

 

 

 

 

Marcelo Rivero has started a new position as Head of Media & Digital at Danone Mexico.

 

 

 

 

 

 

 

DIRECTV Latin America has appointed Romina Gonzalez new Latam Marketing Director. Romina joined DIRECTV in 2008.

 

 

 

 

 

 

Daniel Chinko has been appointed media agency Quiroga Medios new Global CMO.

 

 

 

 

 

 

José Ignacio De Carli is Pepsico new Manager of Corporate Affairs, South Cone.

 

 

 

 

 

 

SoftBank Group Corp. announced the appointment of members to the senior management team of SoftBank Group International (“SBGI”) and the SoftBank Latin America Fund (previously referred to as the SoftBank Innovation Fund). Lee Bocker will serve as Chief Operating Officer of the SoftBank Latin America.

 

 

 

 

 

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!

We are excited to announce that Eric Melis, Sr. Marketing Director – LATAM Beverages at Pepsico is joining the Portada Americas Board, one of the six units of Portada’s Council System. The Council System next in-person meeting will be at Portada Miami, on April 11  at Miami’s East Hotel.

Eric started his career in the marketing industry 21 years ago. Although he spent a couple of years working for Kraft Foods and Phillip Morris Intl, Eric developed and continued building most of his expertise in marketing while working at Pepsico.

His roles have varied during that time span from brand management roles at a single market to category and multi-category roles in multimarkets to his current role, where he leads the soft drink category for the Latam region.

He had the privilege to work as well within bottling operations in Venezuela and Mexico, which has helped him in building a better understanding of the business overall.

Eric was born and raised in Caracas, Venezuela. He is married with 3 wonderful children. He is passionate about American and European football and loves long-distance running.

Welcome, Eric to Portada’s Council System!

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

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

Who’s the lucky bride? FLUVIP.

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

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

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

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

A match made for LATAM

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

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

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

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

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

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

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

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

 

A perfect union of technology

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

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

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

Multiple ways to tell brands’ stories

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

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

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

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

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

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