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Portada will host four major events and several Happy Hour & Council Content Choices in 2020 to spur networking and knowledge-sharing in a wide array of brand marketing disciplines.  Brand Marketers and Marketing Services Providers who are Portada Council System members will be voting for key speaking topics at Portada events.  Additionally, Portada will host 12 virtual events involving each of the six units of the Portada Council System. 

Portada is thrilled to announce its expanded year-round knowledge-sharing and networking platform for brand marketers, which will include 4 major events, 12 virtual events and 4 Happy Hours & Council Content Choices providing year-round marketing services buyer facing networking and thought leadership opportunities.

 “We are also making important innovative changes to the dynamics of our Council System. In 2020, brand marketers, and best-of-breed marketing service providers will be directly involved in the Portada events topic selection process as part of their activities as members of the six different units of the Council System: Americas Board, Agency Star Committee, Brand Star Committee, Brand Star Committee Latam, Sports Marketing Board, or Travel Marketing Board,” says  Janet Grynberg, Lead Editorial Coordinator at Portada.

Brand Marketers and Marketing Service Providers: Together Four Times a Year

The topic selection process has already started. At their second 2019 in-person meeting at Portada New York, the first-rate brand and agency decision-makers who are members of Portada’s Council System selected the most relevant topics from a list of imminent issues and challenges facing the marketing & media industry today. These topics will be announced soon and will provide a complete picture of what’s in the mind of marketers for 2020.

On November 14, these executives will gather in a special function presented by Digo Hispanic Media, the Happy Hour & Council Content Choice , where three units of Portada’s Council System (Brand Star Committee, Agency Star Committee, and Sports Marketing Board), will vote for the topics to be discussed at the three Portada Los Angeles speaking slots on April 2, 2020.

The four 2020 In-Person Portada Events will take place as follows

 

Portada Los Angeles, April 2, 2020

Portada Miami, June 4, 2020

Portada New York, September 24, 2020

Portada Mexico, October 29, 2020

 

 

If you are a brand marketer and would like to join the Portada Council System, please provide contact information.


If you are a marketing service provider and would like to join the Portada Council System, please provide your contact information here.

Hear it from Brand Marketers

“I think it’s a great thing that Portada has put together, it’s given me a chance to really interact with some folks that I’ve known in the industry but maybe we hadn’t gotten together, so it’s been very engaging for me,” said Dan Keats, Director Consumer Marketing-Sponsorships at Allstate Insurance at a previous Portada event.

“Through Portada, I have met new solution providers and we are already working with them,” commented Ariela Nerubay, CMO at Curacao.

“I love the way the Portada is continuously disrupting itself in order to make the experience very valuable for its members,”  John Sandoval, Senior Brand and Latino Marketing Manager at Intuit shared during the VIP Council System dinner at Portada New York. 

See below the list of only a few of the Council System members that will be shaping the future of marketing at Portada events and special Happy Hour functions in 2020. 

 

Members of the Brand Star Committee at the Portada New York in-person meeting

Brand Marketing Executives to Attend Portada 2020 Events & Special Happy Hour Functions Include:

 

Vice President, Sponsorships, Wells Fargo    

 

Senior Manager, Advertising & Marketing, Multicultural, Kia Motors America

 

Head of US Sports Marketing, Anheuser-Busch InBev

 

 Vice President, Global Sponsorships, Head of Americas, SAP

 

Marketing Manager, Nestle USA

 

 Senior Brand and Latino Marketing Manager, Intuit

 

National Media Manager, JCPenney

                                                                                                     

National Director, Multicultural & Growth Markets, Realogy

 

 US Managing Director, CH Carolina Herrera

 

Digital Marketing Manager – SEM and SEO, Sprint

                                                                                                     

EVP I CMO, Curacao

 

Manager, California Endowment

 

Category Marketing Manager, GraceKennedy Ltd

 

Head of Marketing Activation & CRM, Conagra

 

Dozens of additional brand marketers will be announced by early 2020.

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

Dunkin’ Brands Group, Inc., the parent company of Dunkin‘ and Baskin-Robbins, announced the addition of FranciscoPancho” Gonzalez as the new Regional Vice President, Latin America & Caribbean. In this role, Mr. Gonzalez will assume responsibility for both brands throughout the region. He will report to Rick Colón, Dunkin’ Brands’ Senior Vice President of Operations and Development.

 

 

General Motors México appointed Alejandro Delgado Chief Financial Officer – GM Mexico, Central America & the Caribbean.

 

 

 

Domingo Lama Astaburuaga has been recently named Linio Chile new Country Manager.

 

 

 

Diego Gerardo Paredes Meneses joins Kimberly-Clark México as senior brand marketing manager.

 

 

 

Subway Argentina appointed Rodolfo Demergasso Marketing Manager, South America. Based in Buenos Aires, he will also lead operations in Subway Chile, Uruguay, Bolivia, Peru and Ecuador.

 

 

 

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

Scribd, the reading subscription service that offers access to the best ebooks, audiobooks, magazine articles and more, announced its new localized reading experience for the Mexico market. Now readers in the country can access a diversified catalog that includes over 60,000 Spanish-language titles from top authors and publishers. The service includes access to all of Scribd’s content and is available for US$8.99 USD a month. Over the past few years, Scribd has seen a significant increase in readers from Mexico and the company has established new relationships with publishing partners to diversify the content offering. Partners include leading Spanish-language publishers such as Planeta, Penguin Random House Grupo Editorial, Anagrama, Sexto Piso and El Colegio de México.The localization efforts for the Mexico market are a key piece of Scribd’s larger expansion strategy in Latin America.

(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.

  • Umbro 

Brand management firm Iconix Brand Group Inc. has extended a license with Grupo Dass for its apparel and footwear brand Umbro.The license has been extended for 10 years and gives Grupo Dass the right to design and sell Umbro-branded performance and lifestyle apparel, footwear and equipment in Brazil, Argentina and Paraguay through 2035. Grupo Dass, which manufactures and distributes sports brands in Latin America, is a long-time Umbro partner dating back to 1999.Iconix acquired Umbro in 2012 from Nike Inc., for US$225 million, or a US$357 million discount to Nike’s purchase price of $582 million back in 2008.Umbro was founded in 1924 by brothers Harold and Wallace Humphreys as a British soccer lifestyle brand. The brand, still based in Cheadle in the U.K., is now a global player and operates in more than 100 countries. It also is a sponsor of more than 120 football clubs and 200 players worldwide. 

  • MercadoLibre 

MercadoLibre, the e-commerce pioneer in Latin America now worth US$28 billion, plans to invest more in Brazil´s financial services and payments unit while opening more distribution centers and seeking partnerships to cut delivery time further, Tolda said in an interview at Bloomberg’s Sao Paulo office.The early guidance on outlays for next year follows investments of 2 billion reais in Brazil last year and 3 billion reais this year. As competition heats up from the likes of Amazon.com Inc. and local retailers including Magazine Luiza SA and B2W Cia Digital, MercadoLibre is defending its market share of about 33% and looking to get customers to lean heavier on its services for day-to-day shopping and payment solutions.MercadoLibre, based in Buenos Aires but with operations in 18 countries and shares trading in New York, is offering same-day delivery in Sao Paulo and looking to expand its next-day delivery to at least 16 cities in 2020.The firm currently operates two distribution centers near Sao Paulo and will open facilities in other regions, to speed up its delivery in a country larger than the continental U.S.

  • Gruppo Montenegro

Italian spirits producer Gruppo Montenegro has partnered with Monarq Group for the distribution of its portfolio of brands in selected duty free markets in the Americas.The agreement, which begins this month (October 2019), means Monarq Group will be the exclusive distributor for the US, Latin American and Caribbean duty free markets for Gruppo Montenegro and its portfolio of Italian sprits, including Amaro Montenegro, Select Aperitivo and Vecchia Romagna Brandy. The agreement also covers the Latin American and Caribbean domestic markets.

  • United Airlines

United Airlines is in the Star Alliance, as are Avianca and Copa. While the three airlines have long cooperated in some ways, in November 2018 it was announced that a new joint venture would be formed between the three airlines. Unfortunately this has been delayed significantly, and as of now the airlines still haven’t filed for a joint venture. That’s primarily because of Avianca’s financial situation. Now, Brazil’s Azul Airlines has confirmed that they’re in talks to form a joint venture with Avianca, Copa, and United, for flights between the US and Latin America. Interestingly, United has an equity stake in Azul and a partnership with them, but that’s completely separate from United’s partnership with Star Alliance partners Avianca and Copa. If approved, this would certainly be one way for United to try to compete with Delta’s new partnership with LATAM Airlines.

  • Volkswagen Group’s

CalAmp, a technology solutions pioneer transforming the mobile connected economy, announced its subsidiary, LoJack Mexico, has established a strategic alliance with the Volkswagen Group‘s truck and bus manufacturing division, MAN Truck & Bus Mexico. LoJack Mexico will enable MAN Truck & Bus to deliver advanced telematics and surveillance video services across its entire range of truck and bus vehicles sold in Mexico.In close collaboration with MAN Truck & Bus, LoJack Mexico developed a robust and customized connected vehicle solution that focuses on security, improved road safety and operational efficiency for MAN´s fleet customers and their drivers. LoJack Mexico telematics and surveillance video technology will be installed on the MAN bus and truck assembly line and sold to the Mexican market with plans to expand distribution to other Latin American markets.In addition, MAN Truck & Bus will offer their customers LoJack Mexico Stolen Vehicle Recovery (SVR) services, the only SVR service supported by law enforcement throughout Mexico.MAN Truck & Bus Mexico has had a presence in Mexico for more than a decade with the brands MAN and Volkswagen Trucks and Buses.

For prior Sales Leads LatAm editions, click here.

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.

  •  Nissan 

Univision and Nissan have partnered, once again, for Nissan Presents: Road to Innovation, an exclusive concert series featuring Latin GRAMMY® nominee Colombian Singer Sebastián Yatra. Hitting the road for a fifth year, the tour launches Monday, October 28, in Los Angeles and visits seven major cities across the country before making its eighth and final stop in Las Vegas on Tuesday, November 12, in anticipation of the Biggest Night in Latin Music® – the 20th Annual Latin GRAMMY® Awards – on Thursday, November 14. Sebastián Yatra is the latest in a list of chart-topping artists to lead the Road to Innovation Tour, joining previous event headliners Karol G with special guest Reykon, Juanes, Farruko, and Yandel to have taken the stage as part of the concert series. Each leg will have a complete branded experience and feature Nissan and Univision brand ambassadors and influencers on-location stationed throughout the concert arena for increased engagement and data capture via one-on-one interactions with concert-goers. Along with the live concert experience, Univision will provide comprehensive cross-platform promotional support for the event across its owned and operated television and radio properties, as well as through custom created content developed exclusively for its digital and social platforms. 

  • The Walt Disney Co.

The Walt Disney Co. has wrapped up its´ almost 6 month global media review and awarded the biggest parts of its´US$2.2 billion global media business to Omnicom Media Group (OMG) and Publicis Groupe. OMG will handle North America media planning and buying for Disney Studios, including Lucas Films, Marvel, Pixar, Walt Disney Pictures, Walt Disney Animation and 20th Century Fox brands.Omnicom was additionally awarded media duties for ABC, Disney Channel, Disney Freeform, National Geographic and FX Productions and Networks in the U.S. and Canada, according to the people.
OMG will service its portion of the account via a dedicated new unit called OMG23, referring to the year Disney was founded (1923). Dentsu Aegis Group’s Carat was the incumbent on Parks, and Horizon had previously handled Disney media channels.

  • California Milk Processor Board (CMPB)

GALLEGOS United, Advertising agency focusing on the Hispanic market, announced the launch of “Know the Facts,” a new effort for the California Milk Processor Board (CMPB), creators of the iconic got milk? As a brand that has always lived on the cusp of popular culture, CMPB’s agency of record, GALLEGOS United, created the campaign to help engage and encourage parents and kids to think twice about milk in the context of this misinformation. The digitally-focused campaign targeting millennial parents in California will include online and social media advertising launching the week of October 14th.At the center of the campaign is an animated short directed by JJ Sedelmaier, award-winning director/ designer behind animation for Schoolhouse Rock!, as well as other well-known animated series, such as the launch of MTV’s Beavis & Butt-Head, co-creating Saturday’s TV Funhouse for Saturday Night Live, and animation for The Colbert Report and The Daily Show.

 

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.

  • P.F. Chang’s

P.F. Chang’s, the American-based, Asian-themed, casual dining restaurant chain founded in 1993 by Paul Fleming, has named The Richards Group its’ new creative agency of record. The business previously was handled in-house.In addition to handling creative duties, the agency will be responsible for ongoing brand planning and digital strategy.

 

 

 

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.

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!)

Global media platform Teads has hired Juan Pablo Suárez as Head of Performance for the Latin America region.  In his role, Juan Pablo will identify new opportunities and drive growth of strategic relationships with the main players in the region through Teads’ TrueVisits product.

 

 

 

American multinational software company Red Hat, Inc. appoints Pablo Lombardero new Regional Director – Partners and Alliances, LATAM. Based in Mexico, Pablo will work alongside Red Hat´s Sales and Marketing teams.

 

 

 

Microsoft names Alejandro Pazos CTO & Director of New Business for Argentina.
Ezequiel Glinsky
, who held this position for the past two years, was named Director of New Business for Microsoft Latin America.

 

 

 

Joaquin SchamberJoaquín Schamber was named Unilever´s new Media Manager, South Cone.

 

 

 

Macarena SeminarioMacarena Seminario joins Mars as Pedigree LATAM new Marketing Manager.

 

 

 

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

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.

  • Samsung 

Samsung Mobile USSamsung launched a campaign that celebrates the 10th anniversary of its Galaxy smartphone by spotlighting diversity and personalization, according to news shared with Marketing Dive.The campaign includes a 60-second TV spot that highlights the diverse lifestyles of the Galaxy community. The ad features images of a wide range of young creators using their smartphones for such purposes as capturing musical performances or making animation, with the tag line, “A future made by more of us is more interesting.”As part of the campaign, ESPN, Fox Entertainment and Fox Sports have used the Galaxy Note10 in the production of their content, included co-branded “Next-Level Power Promos.” Additionally, “Fortnite” players can access an exclusive outfit and emote through Galaxy phones. The brand also curated a digital exhibition showcasing Latinx artists for National Hispanic Heritage Month.The brand is championing both the racial, gender and stylistic differences among its users and the dynamic technological capabilities of its hardware.

  • Century 21 Real Estate

Century 21 Real Estate LLC announced its collaboration with the Eva Longoria Foundation as part of “Empowering Latinas,” a scholarship initiative that helps Latinas obtain their real estate license and provides hands-on experience to prepare them for success in the real estate industry. The new partnership, announced by CENTURY 21 President and CEO Michael Miedler, will also connect local CENTURY 21 affiliated agents with Latina high school students in the Foundation’s Los Angeles mentorship program. Agents will serve as role models and encourage students to succeed in school, build confidence and prepare for college. Together, the Eva Longoria Foundation and Century 21 Real Estate will match high school students with local real estate affiliated agents and brokers to serve as mentors. The program will provide Latina students with the opportunity to interact with ambitious Century 21 affiliated sales professionals, creating a college-going and career-focused culture that helps the students cultivate the skills to succeed both academically and professionally.

  • Hennessy 

Hennessy, one of the world’s best-selling Cognac, and global artist Maluma announce a new formal partnership in time for Hispanic Heritage Month, bringing to life the spirit of the brand’s “Never stop. Never settle.” mantra for Latinx audiences. Embracing the music industry has always been part of Hennessy’s DNA, recognizing creative minds who blend a rhythm that will never stop and never settle, just like Maluma’s, whose music transcends cultures, languages and nations by staying authentic to himself. The integrated partnership is rooted in shared themes of family, community and legacy, and will feature U.S. tour support, original content, cross-channel promotions, and a special, limited edition collectors’ item- all intended to inspire others to “Never stop. Never settle.”To celebrate Hispanic Heritage Month and honor Latinx individuals across the globe, Hennessy invites the millions of fans who also support Maluma’s NsNs journey and desire to blend cultures, to raise a glass with an inspired cocktail. Maluma’s highly-anticipated 11:11 U.S. tour, featuring music from what has been billed as one of this year’s breakout crossover artists, will kick off the partnership, along with the release of content captured during the artist’s recent trip to Hennessy’s estate in Cognac, France.

 

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.

  • Biofreeze 

Resultado de imagen para @Biofreeze based formula brand Biofreeze has appointed Droga5 as media and creative agency of record. Agency Many was the incumbent..The first work under this new partnership is expected to debut in early 2020, according to Mediapost.

 

 

 

 

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.

Latin American market leaders will discuss the future of marketing technology on October 17 at the beautiful Casa Lamm in Mexico City. The agenda includes:  5G, DOOH, e-commerce, and much more. Three units of Portada’s council system will hold their private meetings at the event. Get tickets now and meet executives of your choice at Portada Meet Up.

 

Don’t Miss Latin American Market Leaders at Portada Mexico

This year, for the 2019 edition of Portada Mexico, the leaders of marketing innovation in Latin America will delve deep into the state of the art of MarTech and will discuss new insights to target consumers in key Latin American markets. 

On October 17 at the Casa Lamm, top brands and agencies will show how they’re evolving their video and digital marketing toolkit to engage consumers via out of home advertising and e-business. In addition, brilliant speakers will discuss 5G and its relevance in the Mexican market.

Portada Mexico attendees will be able to network with members of Portada’s Council System. The Americas Board, Brand Star Committee Latam, and Travel Marketing Board will hold their second 2019 in-person meetings at the same venue.

Portada Mexico offers senior executives from tech, media and marketing firms the opportunity to interact with brand marketers through Portada’s one-on-one meetup offering. Get tickets and choose whom to meet from a list of brand and agency decision-makers pre-screened by Portada (first-come, first-served). 

Latin American Market Leaders to Take the Portada Mexico Stage:

Is 5G a Reality in Mexico?

Henry Zamarripa, Head of Sales & Partnerships, Verizon Media

5G promises endless opportunities for brands to redefine their relationship with consumers: Smart Cities, IoT, instant brand-consumer communications, etc…

 

 

Out of Home Advertising in the Digital Era

Valentin Bueno, CEO, Latcom

Mobile and geo-location technologies are expanding the horizons of out of home advertising.

 

 

Using Digital Strategies to Reach Small Business Owners in Mexico

Juliana Sarria, Manager of Consumer & Client Engagement, Grupo Gepp

Traditional business owners handle around 80% of Mexican CPGs. The head of consumer & client engagement at Gepp will explain how digital marketing can help navigate the complex world of Mexican retail.

 

 

The Revolution of Video Marketing in Mexico

Marine Garmrouguian, Head of Programmatic, Affiperf MX, Havas Media Group

 

 

 

 

E-Business as a Cornerstone of Marketing

Luis Macin, VP of E-Commerce, Nestlé MX

Macin will explore how E-Business dynamics impact marketing from brand building to digital communications.

 

 

 

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!)

Hilton appoints former Portada´s Travel Marketing Board Member Alvaro Valeriani  Senior Director Sales & Marketing Latin America & Caribbean.

 

 

 

 

Juan Romero has started a new position as CEO at Scala Higher Ed (Leading OPM in Latin America).

 

 

 

 

Centro, a global provider of advertising technology, announced continued growth in Latin America with the addition of Manuel Ramos Bernard as country manager in Mexico. He reports to Centro’s VP of international, Felipe Velasquez, who is based in Toronto, Canada.

 

 

 

Cinemark-Hoyts names Laura Najlis new Digital Marketing Regional Director.

 

 

(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.

  • Delta & LATAM Airlines 

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

  • Goya Foods

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

  • Parfois

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

  • Genomma Lab 

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

 

 

 

 

  • Wyndham Hotels & Resorts

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

 

  • Mercado Livre Brazil

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

 

For prior Sales Leads LatAm editions, click here.

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.

  • CENTURY 21® 

Triple Daytime EMMY®-winner and bestselling author Gaby Natale and Century 21 Real Estate LLC, have teamed up to energize and empower Hispanic women from coast to coast of the United States.Starting in 2019, Natale will lend her support to the brand’s Empowering Latinas campaign, a scholarship initiative that enables Latinas to obtain their real estate license and provides ongoing mentorship along with real, hands-on experience to prepare them for success in the real estate industry. The collaboration also includes securing Natale as a featured speaker at key industry events including the 2020 One21 Experience®, the brand’s largest global conference taking place in Los Angeles next February.“CENTURY 21 is excited to work with Gaby Natale as part of our Empowering Latinas campaign. She embodies the same relentless work ethic and drive as each of our scholarship recipients,” says Karim Amadeo, manager of Hispanic and national advertising for CENTURY 21 Real Estate LLC and a member of Portada´s Brand Star Committee. The multi-year collaboration will kick off in San Diego during Hispanic Heritage Month with Gaby joining the CENTURY 21 team for the 2019 National Association of Hispanic Real Estate Professionals (NAHREP) National Convention, L’ATTITUDE, bringing Latinas a message of self-reliance, entrepreneurship and financial empowerment.Century 21 Real Estate LLC is a subsidiary of Realogy Holdings Corp., a global leader in real estate franchising and provider of real estate brokerage, relocation and settlement services.

 

  • OneWest 

OneWest Bank, CIT’s Southern California branch network, announced the launch of Personal Finance Empowered, a digital financial education platform offering free, customized modules for consumers at all life stages.Personal Finance Empowered modules focus on more than 30 different topic areas including mortgage education, building emergency savings, paying for college and retirement planning. Each area is composed of a variety of three 10-minute modules designed to encourage participants to build financial confidence through a series of interactive activities.“With modules available at various knowledge levels, and in both English and Spanish, we are aiming to empower a broad range of individuals with the financial agility they need no matter where they are in their financial life cycle,” said Heather Ellison, head of Retail Banking for OneWest Bank.In addition to this week’s launch of the self-service Personal Finance Empowered platform, OneWest plans to offer workshops based on the curriculum throughout its network of branches across Southern California.

 

  • Neutrogena® 

Neutrogena, one of the #1 dermatologist-recommended skincare brand, announced the launch of a new collection, Neutrogena Bright Boost™, to help women fight dull skin. Neutrogena has cultivated a skin-first approach that includes addressing the concerns of millennials seeking new options for bright and radiant skin.“We uncovered that the majority of millennial women (84%) believe that healthy skin is glowing skin, and nearly 4 in 5 (78%) wish there were more products on the market that gently exfoliate skin,” said Kerry Sullivan, Vice President of Neutrogena, U.S. Skin Health at Johnson & Johnson Consumer Inc. Anna Rose, Carine Hardy, Anna Trondoli and Diyana Sudarsono, four Neutrogena talented millennial scientists paired their firsthand personal skincare experiences with their scientific expertise to develop the four-part collection for brighter skin.The new Bright Boost collection is made up of four key products including: A Resurfacing Micro Polish, an Illuminating Serum, a Gel Cream, and a Facial Moisturizer with Broad Spectrum SPF 30. The collection is available now at mass merchandisers nationwide.

  • Boost Mobile

Boost Mobile and GRAMMY® winner Pitbull have announced a new multiplatform marketing collaboration. Pitbull, also known as Mr. Worldwide, is helping get the word out that Boost Mobile provides a simple solution for people who want to stay connected to what’s important and get more out of life.The campaign proclaims that Boost Mobile is one of the best values in wireless and gives people more value at every turn. In addition to national TV, radio and digital campaigns, Pitbull will appear in live events, in-store experiences and customer giveaways. The campaign will kick off this fall.This is the first partnership secured through 305 Worldwide, the new full-service multicultural agency launched last month by Horizon Media in partnership with Pitbull.All Boost Mobile plans have no annual service contract, but they do include unlimited data, talk and text and the latest phones from top brands at affordable prices. Service plans include taxes and fees, mobile hotspot, unlimited music streaming and 99% nationwide coverage with voice roaming.

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.

  • UnitedHealthcare

Resultado de imagen para UnitedHealthcare will host ¡Hay Más Adelante!,UnitedHealthcare will host ¡Hay Más Adelante!, a series of health and wellness educational events, in Phoenix to help Hispanic-American seniors and other Medicare beneficiaries learn more about Medicare and their health care coverage options. ¡Hay Más Adelante!, which translates to “There’s more ahead,” encourages people to embrace aging with vitality and to plan for continued healthy living.The events – supported by the AARP® Medicare Supplement Insurance Plans, insured by UnitedHealthcare Insurance Company – will feature renowned keynote speakers to engage and motivate participants in a celebration of health. GRAMMY Award-winning singer Vikki Carr joins the initiative to share her personal experience and insights on embracing aging with health and vitality. Attendees will also have the opportunity to hear from Maggie Vazquez of UnitedHealthcare and Professor Marilyn Omifunke Torres.

 

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.

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.

  • IHG 

IHG will debut both the InterContinental Hotels & Resorts and Hotel Indigo brands in Peru, with two new properties now under construction in the capital city of Lima.The Hotel Indigo Lima Miraflores will also be the brand’s first property in South America. Both hotels are expected to open in early 2022 and will be owned by Inmobiliaria Vistamar and managed by IHG.The InterContinental Lima Miraflores and Hotel Indigo Lima Miraflores will be located next to each other in the epicenter of Miraflores, steps away from Larcomar, the city’s commercial center.

 

 

 

  •  Kimberly-Clark

Kimberly-Clark Corp. has launched a creative review for its global baby care business. Incumbent WPP, including longtime Huggies agency Ogilvy, is defending.K-C’s baby-care business is led by Huggies and also includes Pull-Ups and Goodnites, which collectively got US$90 million in U.S. measured media support last year, according to Kantar. Llast year, FCB was awarded a new global family-care strategic and creative assignment spanning brands that include Kleenex, Cottonelle, Scott, Andrex and Viva.

 

 

 

  • Hampton by Hilton 

Hilton announced plans to introduce Hampton by Hilton to Quito, the capital and largest city in Ecuador, as part of a franchise agreement signed with Hotel Colón Internacional C.A. With construction planned to begin this year and opening scheduled for 2021, Hampton by Hilton Carolina Park Quito represents the brand’s first property in Ecuador. The hotel also reinforces the global hospitality company’s expansion in the Caribbean and Latin America as it joins a portfolio of more than 150 hotels and resorts with more than 28,500 rooms in 23 countries across the region. Hilton currently has a portfolio of approximately 150 hotels and resorts open to welcome travelers in the Caribbean and Latin America. In its 100th year, the company continues to pursue additional growth opportunities and currently has a robust pipeline of more than 90 hotels throughout the region. In the last five years, Hilton has more than doubled its portfolio in the Caribbean and Latin America, and this year plans to celebrate more than 20 new hotel openings across the region, representing nearly 2,900 rooms across 11 countries and 10 brands, including Hampton by Hilton.

 

  • LATAM Airlines

Flight Global reported that American Airlines and LATAM have removed Chile from their list of South American destinations to be served under a new joint venture. North and South America’s largest respective airlines have been working on legal approvals throughout South America since the joint venture was first announced back in January 2016. After receiving approval from Chile’s antitrust tribunal, as well as legislators in Brazil, Colombia and Uruguay, the joint venture plans were complicated by the Chilean Supreme Court. The court ruled in May that the partnership between the two airlines would be anti-competitive, making them “difficult to challenge”.As a result of the Chilean Supreme Court’s decision, the LATAM-American Airlines joint venture will no longer be able to operate in Chile. This includes important connecting flights out of Santiago de Chile. Consequently, flights will have to be moved to LATAM’s other regional hubs.As the largest airline in South America by quite some distance, LATAM is a powerful strategic partner for airlines looking to get a foothold on the continent. American Airlines isn’t the only carrier which has been looking to secure a joint venture with LATAM.

  • Craft Brew Alliance

After Anheuser-Busch InBev opted not to make a qualifying offer to buy it, Craft Brew Alliance seems to prefer going it alone and accelerating top-line growth by expanding internationally. It already has more than a nascent presence in certain markets, primarily Brazil, and the international business is fast approaching the threshold of 10% of its revenue. The international distribution agreement it has with Anheuser-Busch will remain active for a number of years despite the decision not to buy the company. By growing the Kona brand in Brazil, it should be able to greatly expand its opportunity. The change to a local brewery also means Kona’s volumes may dip, but it will save money, and in the long run it will be better for the brand by being closer to the consumer.Craft Brew has also plans to market Mexican beer La Rubia to Caribbean Hispanics as a stand-alone brand; by the fall, it will be available in the key Caribbean Hispanic markets in the U.S. on the east coast. It had a strong launch in Puerto Rico in the second quarter, with volumes up 48%, but that was just the first leg of what will be a much broader international expansion.

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.

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 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.

  • Intuit´s TurboTax 

TurboTax®, the nation’s leading online tax preparation service from Intuit Inc., announced it will be celebrating the U.S. Hispanic community and entrepreneurs with the launch of #LatinxCulturepreneurs. #LatinxCulturepreneurs strives to inspire and support future culturepreneurs by highlighting the journey and advice of a four extremely passionate and talented individuals. The four #LatinxCulturepreneurs featured in the campaign are representative of the cultural richness and diversity that makes up the U.S. Hispanic community. The individuals highlighted include: Susie Jaramillo, New York-based Venezuelan-American, co-founder , chief creative officer of Encantos Media, Kathy Cano-Murillo, Mexican American author, artist & founder of the award-winning DIY crafts brand, CraftyChica, , Luis Aguilar, Mexican-American, co-founder of the largest Latinx pop-up in the U.S,  Molcajete Dominguero and Stephanie Bonnin, Colombian chef based out of New York, founder of LaTropikitchen. The four-week campaign launches on Sept.18 and will include four video vignettes featured across TurboTax and Intuit digital and social channels.  Consumers are invited to join the celebration on social media and share profile of other exemplary Latinxs using the hashtag #LatinxCulturepreneurs.TurboTax has been an ally to the Hispanic community by making information available in their language of preference through the fully bilingual TurboTax blog and providing customers with access to bilingual CPA’s through TurboTax Live.     

  • Tecate

This Mexican Independence Day, Mexico’s #1 preferred beer Tecate has teamed up with Mexican-American musicians to help them share their own journeys through music.Mexican-American artists, The Delirians, É Arenas, Katzù Oso, and Mariachi Lindas Mexicanas, will create an original compilation dubbed “Los Angeles Lindo Y Querido,” that is a reflection of their bicultural identity inspired by one of the most popular anthems of love and loyalty to Mexico, “Mexico Lindo Y Querido.” The three individual tracks will also be merged into a mashup track that highlights the individual experiences of each artist growing up in Southern California while paying tribute to their Mexican roots. Produced by Mexican music producer Ulises Lozano, the compilation honors the Mexican-American community’s cultural influence on Los Angeles.As part of the project, Tecate is working with Mexican-American Directors Cliqua (Pasqual Gutiérrez and RJ Sánchez) to create a music video of the mashup. The compilation and the music video will make a limited debut on Thursday, September 12th at a private Tecate event hosted in Los Angeles celebrating Chicano culture.The compilation will be available on September 13, 2019 via all streaming music platforms including Spotify, Apple Music and Tidal, with the music video hitting YouTube that same day. As part of the Spotify release, Tecate will also enlist local chapter of DJ collective and Instagram influencer Chulita Vinyl Club to curate a playlist representing LA Mexican American artists to encourage more consumers to get into the spirit of Mexican Independence Day.

  • Cargill/Rumba Meats 

Resultado de imagen para Hispanic Heritage Month Cargill and Rumba MeatsIn honor of Hispanic Heritage Month, Cargill and Rumba Meats, its food brand focused on celebrating family and keeping Latino traditions alive, is partnering with the United States Hispanic Leadership Institute (USHLI) to award 25 scholarships of US$1,000 for post-secondary education. Rumba Meats is also investing in USHLI’s Student Leadership Series program, which serves more than 85,000 high school students, in more than 25 states, annually. The Student Leadership Series is designed to connect students with resources, tools and support to achieve higher education.High school seniors across the U.S. are invited to apply for the Rumba Meats Scholarship between Sept. 15 and Nov. 30. Unique to the Rumba Meats scholarship application is an essay asking students to articulate how their heritage has influenced the direction of their lives, their leadership aspirations and how they Students can learn more about the Rumba Meats scholarship, including eligibility criteria and how to complete their application, by visiting the Rumba website.Rumba Meats, part of the Cargill family of brands, helps the Latino community celebrate their culture and preserve their heritage through food. With nearly 30 different specialty beef cuts available, Rumba delivers high-quality traditional variety meats that are an integral part of Latino traditions and culture.

 

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.

  • Cacique®

Cacique® Inc. – one of the country’s top authentic Mexican food brands – is celebrating Hispanic Heritage Month by partnering with some of the most respected voices in the culinary industry to unveil What’s Next in Mexican Cuisine. Spotlighting the profound influence Mexican cuisine has in America, the company’s second annual forecast includes food and beverage trends to watch for in 2020 alongside trend-inspired recipes developed by the panelists.Cacique curated a panel of top culinary talent to develop this year’s predictions. Led by the company’s long-term partner, award-winning chef and TV personality Aarón Sánchez, the panel also includes the talents of James Beard Best Chef West semifinalist Chef Claudette Zepeda and Chef Thomas Ortega of Amor y Tacos in Los Angeles, as well as the unique perspectives of James Beard award-winning food writer and author Bill Esparza and Mixologist Alex Valencia of La Contenta in New York.Each of the panelists designed a recipe that embodies their predictions, so that anyone can experience next year’s top Mexican food trends right in their own kitchens. For more than 45 years, Cacique has remained a family-owned company dedicated to producing the highest-quality authentic products, including Mexican cheeses, creams, chorizos and yogurts. This year, the brand expanded its range of Mexican meal and snack-time essentials to include authentic Homestyle Salsas, Mexican-Style Queso Dips and Fully Cooked Chorizos.

 

  •  L.A. Care Health Plan

 

L.A. Care Health Plan has appointed Las Vegas-based Ntooitive its´ digital marketing AOR.Ntooitive will also partner with L.A. Care’s internal full-service marketing team to coordinate and manage traditional media buying, digital media services, and digital creative production with a focus on delivering campaigns aimed at raising brand awareness and product growth, Mediapost reports.

 

 

 

 

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.

What:  Media agency GroupM is leading the New Majority Ready™ Coalition which also includes Disney, Google, iHeartMedia, Meredith Corporation, NBCUniversal, Twitter, Univision and Viacom.
Why it matters: The coalition’s aim is to help brands adapt to the changing U.S. demographics and assist in developing their audience planning and media strategies accordingly. The ultimate ambition of the coalition is to increase brand relevance, business growth and create a seismic cultural shift.

The coalition will collaboratively develop tools and solutions to help brands get “ready” to engage the new majority, including:
• A benchmark tool – Multicultural Maturity Framework – that will help assess a brand’s “readiness” for this demographic shift across audience, investment, culture, content and more;
• Cross-platform content solutions based on the framework assessment and inspired by brand need
• A communications program to drive better understanding of America’s population transformation and to assist in driving adoption of new majority-first media strategies that reach, engage and authentically connect to these consumers.

Gonzalo del Fa, President of Multicultural, GroupM (photo), tells Portada that “the multicultural demographic in America isGonzalo del Fa, GroupM increasingly fueling the economy  (they currently represent 40% of the U.S. population) yet the ad dollars committed to them are disproportionately low at just 5%. In addition to that, 2020 will be the first year that a large demographic group (individuals under 18 years old) will be ethnically and racially diverse.”

2020 will be the first year that a large demographic group -individuals under 18 years old – will be ethnically and racially diverse.

Facebook (including Instagram) is not part of the new coalition. Asked why this is the case,  Gonzalo Del Fa, President of GroupM, Multicultural, tells Portada that “this first phase represents a handful of media partners across multiple disciplines such as video, print, audio and social media. A really exciting start. Our hope is that we will be able to welcome other leaders to join this movement”. According to del Fa, The New Majority Ready (NMR) coalition was initiated by GroupM to help brands better adapt to the changing of the U.S. demographic. In order to achieve that goal, GroupM is bringing together industry-leading companies across media, technology and publishing”.

The Challenge of Accurate Multicultural Measurement

The need for a more unified measurement of multicultural audiences is a major challenge that has hindered growth of investment in media targeting multicultural audiences. Asked about how the newly formed coalition will approach this particular challenge, del Fa says that “our benchmark tool (Multicultural Maturity Framework) will assess a brand’s “readiness” for the New Majority. This assessment includes brand’s growth potential, audience strategy, consumer perception, resource allocation and corporate impact among others. Based on that assessment, communication strategies and cross-platform content solutions that reach, engage and authentically connect to these audiences will be created to address challenges and opportunities. We will work with each client’s marketing team as well as our own analytics team to accurately measure the level of success of these initiatives.”

The Mexican LigaMX can be a much better soccer marketing vehicle to engage U.S. Hispanics than the MLS, Nick Kelly, Head of U.S. Sports Marketing at Anheuser -Busch, said during last week’s  Portada New York.

Kelly, a member of Portada’s Sports Marketing Board, said that his company partners with the LigaMX particularly for soccer activations in the Southwestern U.S. which has a very large Hispanic population. In particular, he mentioned Texas, Arizona and Nevada as well as cities like Houston, Dallas and, surprisingly Nashville. “All our world cup campaigns were about the Mexican National Team” (not the U.S. National Team), he told Portada’s Janet Grynberg during the keynote interview at Portada New York in the Westin Times Square last Thursday.

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Chicharito Soccer Activation

Mexican soccer player Javier Hernandez (“Chicharrito”) has also been sponsored by Anheuser-Busch In-Bev brands. “The Chicharrito sponsorship worked very well and showed lift in the markets that mattered most”.”We don’t need brand awareness lift, what we have seen is retail lift in markets such as San Antonio and El Paso,” Kelly noted. “We activate 100% retail”, he added..

Anheuser Busch also activates jersey sponsorships of LigaMX teams through Corona (which is a Grupo Modelo brand; Grupo Modelo was acquired by Anheuser Busch InBev in 2012). LigaMX Club America recently switched its jersey sponsorship from Corona to Bud Light.

One of our objectives is to find out how to activate on a hyperlocal level.
Nick Kelly (right) at the Portada Sports Marketing Board meeting (on his left, Jose Antonio Ortega,(Prisa Brand Solutions), Manny Gonzalez, (Moët Hennessy USA) and Eugene Santos (Kia).

Asked by an audience member at Portada New York whether it makes sense to bring a LigaMX team to play in the U.S, Kelly said that while this type of soccer activation would be popular in the region the match is played, beer wholesalers in other regions would not necessarily like it.
However, Bud Light recently gave soccer fans in Las Vegas a chance to virtually experience a game 1,500 miles away with immersive technology. The four “Seats of Glory” were featured at Beerhaus, a beer hall on the Las Vegas Strip, for a Liga MX playoff match between Club América and Cruz Azul. Every fan over age 21 who visited the bar was able to watch part of the game in VR.

Anheuser-Busch InBev brands spent US$ 591 million advertising to the U.S consumer in 2017, according to Kantar Media.

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!)

Resultado de imagen para Authentic BrandsAuthentic Brands names Mónica Nahúm director for Latin America after opening in Mexico. The executive was placed in front of the business of the American company for the region. The group is the owner of brands like Juicy Couture, Vince Camuto or Volcom, amongst others.

 

 

 

 

Karin T.Karin Timpone, Marriott’s global marketing officer, will be retiring at the end of 2019 to “pursue new opportunities.” Timpone has been at Marriott since 2013, and led the company’s marketing around the new Bonvoy program, which officially launched earlier this year.

 

 

 

 

 

Eliana BanchikEliana Banchik is Michelin new President for Argentina, Paraguay and Uruguay.

 

 

 

 

 

 

Mattel, Inc. logoRafael Alvarez is the new Marketing Manager Dolls Latin America en Mattel, Inc.

 

 

 

 

 

 

 

Liberty Specialty Markets [LSM] announced the appointment of Alexander Montoya as President of LSM – US, Bermuda and LatAm, effective immediately. Liberty Specialty Markets (LSM) offers broad expertise in underwriting and claims handling, providing brokers and clients a wide range of product capability and capacity for specialty insurance and reinsurance markets worldwide.

 

 

 

 

Eileen KiernanInterpublic Group announced a round of leadership changes on Monday. Eileen Kiernan will take over as global CEO of UM.

 

 

 

 

 

Deborah WahlGeneral Motors has elevated Deborah Wahl, the head of Cadillac marketing, to global marketing chief, a position empty since March.She will report to Barry Engle, GM’s president of the Americas .Melissa Grady, director of Cadillac media and performance marketing since September 2018, will replace Wahl as Cadillac’s CMO.The marketing leaders at Chevrolet, Buick, GMC, Cadillac, OnStar, CCA and GM Financial will report to both Wahl and the leader of their respective business unit, according to the memo.

 

 

(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.

  • BNP Paribas Securities

BNP Paribas Securities Services has secured one of its largest custody deals in the Latin America (Latam) region, winning a mandate from Colombian pension fund Protección S.A.The French global custodian described the deal as a “landmark mandate” for its Hispanic Latam business, after onboarding Protección’s foreign portfolio of US$7.5 billion in assets.Protección S.A. is one of the largest pension funds in Colombia with over US$31 billion in assets under management.Since 2010, BNP Paribas Securities Services has rapidly expanded in the Americas, launching local custody and clearing in the United States, Brazil, Colombia and Peru.In 2015, BNP Paribas implemented new custody mandates for 16 asset managers in Colombia, managing funds with around US$3 billion in assets under management.The deal is its largest in the Latin America region for the bank, followed by its custody mandate with Brazilian asset management firm BB Gestão de Recursos DTVM and its US$7 billion Qualifying Investor Fund (QIF) in 2103.Last year, BNP Paribas was also appointed the sub-custodian for Clearstream in Colombia, helping foreign investors to access the local market and enables Clearstream to offer settlement of government debt, corporate bonds and equities.The mandate with Protección is also a significant boost to BNP Paribas’ global asset owner business. This month, the bank was selected as the global custodian and fund administrator for the pension fund of Dutch mail service Pensionenfolds PostNL and its €8.6 billion (US$9.5 billion) of assets.

  • Diageo

British multinational alcoholic beverages company Diageo has Kicked off a global media review.The drinks giant, which is one of the world’s top advertisers and spends more than US$2.4bn a year on marketing, has contacted all of the large agency groups about pitching for the media planning and buying account.Dentsu Aegis Network’s Carat retained the bulk of the business when Diageo last held a major international review in 2016.Diageo’s brands include Guinness, Johnnie Walker, Smirnoff and Tanqueray.Diageo’s biggest market is North America, which generates 35% of its net sales. Europe represents 23%, Asia-Pacific 21%, Africa 12% and Latin America and the Caribbean 9%.”We increased marketing investment in all regions, with the largest increases in US Spirits,” Diageo said.

 

 

  • TripAdvisor

American travel and restaurant website company TripAdvisor has appointed Havas Media as its global media AOR, following a review that kicked off earlier this year. It previously worked with All Response Media in the UK and Havas Edge in the US. The account will be led from Havas Media in the US, which will manage campaigns across North America and other markets.The appointment of Havas Media is happening concurrently with an ongoing creative agency review as TripAdvisor looks to better communicate how its platform is a differentiated experience for travellers and diners seeking relevant advice from others like them. The brand’s last TV campaign, from 2017, was created by US agency Supermoon.

 

 

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.

 

  • Authentic Brands 

Resultado de imagen para Authentic BrandsAuthentic Brands Group lands in Mexico. The American retailer owner of brands like Aéropostale, Nautica, Juicy Couture or Nine West has opened its first headquarters in Mexico, as the brand explained to Mds. The group opened in the location of Polanco, in the capital, where all the operations for its Latin American market are managed. The new vicepresident of business development is  Mónica Nahúm, that has worked in companies like Mattel, Disney or Fox.The American retailer operates in Latin America with a commercial network of 350 stores, being Mexico the core of its business in this region, with presence in department stores like Liverpool and El Palacio de Hierro.Recently, the brand switched hands to the investment group Black Rock, that invested 875 million dollars to become a majority shareholder of the group. The company counts with a portfolio of more that fifty brands.

 

 

  • Puig 

Resultado de imagen para Spanish perfume giant Puig has sealed an alliance with the womenswear Argentinian brand Rapsodia, owned by L Catterton, to launch its first perfume. This is the first bet of Puig for Argentina, despite the company is already present in other Latin American markets. Rapsodia is one of the biggest womenswear brands in the South American country.UnPuig speeds in Latin America. Spanish perfume giant Puig has sealed an alliance with the womenswear Argentinian brand Rapsodia, owned by L Catterton, to launch its first perfume. This is the first bet of Puig for Argentina, despite the company is already present in other Latin American markets. Rapsodia is one of the biggest womenswear brands in the South American country.Under the name of Indie, Rapsodia will start selling the perfume in its local market, sources told Mds. The company operates with fragrances for more than one decade.The alliance with Rapsodia happens after Puig set the goal of extending its products to perfumes and makeup, as well as expanding to new markets.Puig already has several partners in the Latin American market. The Spanish giant owns brands like Lavanda Añeja and Royal Regiment, besides being the licensee of the perfume of the Brazilian actress Juliana Paes.

 

 

  • IHOP 

International has opened three IHOP restaurants in Ecuador continuing its expansion in Latin America. Two IHOP restaurants are located in the port city of Guayaquil and one in the city of Ambato. 12 IHOP restaurants are expected to open throughout Ecuador by 2024 through an agreement with new franchisee Corporación El Rosado.Dine Brands International continues Latin America momentum with plans to bring the iconic American restaurant brand to Peru later this year through an agreement with Percapitals S.A.C. The first IHOP restaurant in Peru is expected to open in Lima, followed by an additional 24 restaurants throughout Peru in the next ten years.IHOP first entered Latin America in 2007 in Mexico – now the brand’s largest market outside of the United States.Dine Brands International continues to place a major emphasis on expanding its international presence in markets including Central America, Colombia and Chile.

For prior Sales Leads LatAm editions, click here.

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.

  • got milk?

Last year, Gallegos United became the AOR for the Total Market efforts for got milk? and Toma Leche efforts for the California Milk Processor Board. In doing so, they launched a diversity lead campaign titled “You Can Always Count On Milk” that lead to an increase in effectiveness and overall sales impact from CMPB’s marketing efforts. This year Gallegos United has continued to create messaging target at the diverse population of California with a positive message about milk to reinforce its many benefits, and the first work to launch are character-driven, stop-motion clay animation videos utilizing humor to showcase the positive impact of drinking milk. In preparation, Gallegos United leveraged research findings on the benefits that are most important to this Hispanic community and developed short, unique stories around each specific benefit. The claymation then brings each story to life in a fun, entertaining, memorable and highly shareable way. These videos will be running online as online videos and social videos along with via platforms like Hulu in both English and Spanish targeting the diverse communities of California.

  • Macy’s

Macy´s will celebrate Hispanic Heritage Month, September 15 through October 15, highlighting the creation of unity through art, music and fashion. During the month-long celebration, Macy’s will host free events around the country to celebrate how visual art, music and fashion by Latinx producers can create harmony across different cultures and communities.Macy’s locations in Florida, Illinois, and California, including Macy’s Victoria Gardens, Macy’s Baldwin Hills, Macy’s Pembroke Lakes, and Macy’s Gurnee Mills stores, will honor unity through unique forms of local Hispanic art. Local artists David Le Batard and Gonzalo “Papi” Le Batard will be featured at Macy’s Pembroke Lakes.Macy’s and Stitch Lab are uniting forces to promote emerging Latinx brands across the United States by showcasing four talented designers from Latin America exclusively at The Market @ Macy’s. Macy’s is dedicated to making life shine brighter through service to our customers, colleagues, and communities. In honor of Hispanic Heritage Month, Macy’s will provide a total of US$40,000 in grants to organizations that support education through scholarships and enlightening school programs.Current partners, who are helping with the grant distribution, are the Hispanic Federation, Hispanic Scholarship Fund and LULAC.

  • Diageo

British multinational alcoholic beverages company Diageo has Kicked off a global media review.The drinks giant, which is one of the world’s top advertisers and spends more than US$2.4bn a year on marketing, has contacted all of the large agency groups about pitching for the media planning and buying account.Dentsu Aegis Network’s Carat retained the bulk of the business when Diageo last held a major international review in 2016.Diageo’s brands include Guinness, Johnnie Walker, Smirnoff and Tanqueray.Diageo’s biggest market is North America, which generates 35% of its net sales. Europe represents 23%, Asia-Pacific 21%, Africa 12% and Latin America and the Caribbean 9%.”We increased marketing investment in all regions, with the largest increases in US Spirits,” Diageo said.

 

 

  • BetMGM

BetMGM, Roar Digital LLC´s online/mobile sports betting platform, has appointed Ocean Media to handle media planning and buying duties. The Jersey City, N.J.-based joint venture Roar Digital is an emerging player in the global online gambling market, a sector valued at US$46.9 billion in 2017 and projected to reach US$123.5 billion by 2026. An ad campaign will roll out this fall in the states of New Jersey, Pennsylvania, and Nevada. Spots will begin airing during the upcoming football season across a range of media channels including TV, digital, OOH, radio, and print.

 

 

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.

 

  • Wells Fargo

Business and media event L’ATTITUDE and Wells Fargo announce a strategic collaboration to elevate the U.S. New Mainstream Economy driven by Latino entrepreneurs, consumers and workers. Thought leaders ranging from c-level executives, entrepreneurs, journalists to policymakers will convene for L’ATTITUDE Sept. 26-29, 2019 at the Manchester Grand Hyatt San Diego.L’ATTITUDE’s mission to celebrate Latinx contributions and provide a platform for burgeoning leaders aligns with Wells Fargo’s ongoing efforts to join leaders, change-makers and aspiring Hispanic visionaries, from all backgrounds, to unite and discover how to create a world ready for greater possibilities. To kick off the event, L’ATTITUDE will release the 2019 Latino Donor Collaborative (LDC) U.S. Latino GDP Report sponsored by Wells Fargo that will provide the latest facts and data on the role, scope, and trajectory of U.S. Latino influence on the economy. The 2019 LDC U.S. Latino GDP Report will serve as a foundational component for conference presentations, panel discussions and interactive sessions. Wells Fargo has a long-standing commitment to support Hispanic consumers and communities in helping them succeed financially through home lending, access to capital and initiatives that lead to sustainability and growth of small businesses, diverse suppliers and community development.The company also will be the presenting sponsor of the Business & Economics Day at L’ATTITUDE, an executive discussion on the New Mainstream Economy focused on the U.S. Latino cohort that accounts for over $2.13 trillion in GDP—roughly the size of India.

 

 

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.

What: Marketing decision-makers and brand innovation experts shared insights on the advance of marketing technology and multicultural marketing at Portada New York on September 12. Here are some of the takeaways that you missed.
Why it matters: In its thirteenth annual edition, Portada New York gathered marketers and agency executives engaged with major brands, and provided a space for top-quality knowledge-sharing and networking.

Brand Innovation Expert Nick Kelly
ABinBev’s Head of US Sports Marketing Nick Kelly in conversation with Portada’s Editorial Coordinator

This fragmented, hyper-connected world forces us to adapt to the new trends as soon as they appear. And even though data, the blueprint of this ship we’re all on, is there to guide us through the process, the fact is there’s too much of it available to even comprehend.

As demonstrated throughout the Portada New York series of talks on September 12, both brands and service providers are getting ahead, and it is precisely spaces like these that allow collective knowledge to grow.

Brand Innovation Experts at Work

During the private activities of the Portada Council System on September 11, three of the council units, the Agency Star Committeethe Brand Star Committeeand the Sports Marketing Board discussed relevant topics like improving communication between media planning and

Brand Innovation Experts at work
Sprint’s Francisco Morillo and Nestle’s Kristin Sanchez at the Brand Star Committee meeting

investment teams, increased need for tech knowledge, the fluidity of multicultural identities, the impact of the current political environment in marketing campaigns, the momentum of women’s sports, and more.

Attendees could network with members of the Portada Council System the day after, and listen to the brilliant speakers on the Portada New York agenda. At the Portada Meet-Up session, ticket holders held one-on-one meetings with brand and agency executives of their choice. Here are some of the key takeaways of the #PortadaNY panels.

 

 

Key Takeaways

“Member journey analysis provides us with the information to assign different parts of our organization to a customer.”

(Kim Lauersdorf, Vice President, Marketing, EmblemHealth)

 

“5G is going to remove encumbrance for consumers to get to objects of fandom more often .and re-engage with them.”  

(Peter Sorckoff, Founder & CEO, Seer World)

 

“Identifying consumer insights has become more important than ever. Creating intimate experiences is essential to engage like-minded consumers.”

(Manny Gonzalez, Senior Director, Trade Marketing-Cultural Diversity, Moët Hennessy USA)

 

“Our successful campaign is making the company reconsider how to think about multicultural.”

(Eugene Santos, Senior Manager, Advertising & Marketing, Multicultural, KIA Motors America)

 

“You can’t just look at ratings. Millennials use many screens and multitask, but  they are more engaged than ever although the viewership numbers may decline.”

(Nick Kelly, Head of US Sports Marketing, Anheuser-Busch InBev)

 

“Out of home didn’t use to be as important, now it’s a must. Together with digital, it makes a perfect match: DOOH has grown more than any other traditional media, and it creates the most awareness.”

(Jill Brooks, Business Development Director, LATCOM)

 

“African-American, Hispanic and Asian over-index as e-sports players vs. the general population.”

(Josh Cella, Head of Global Partnerships, Activision Blizzard Esports)

 

 

“Podcasts like Serial drive Superbowl size audiences. Podcasting also tends to skew younger.”  

(Lisa Baird, CMO, New York Public Radio)

 

 

 

What: Digo Hispanic Media and NGL Collective have announced an exclusive partnership. NGL’s Studio division will create custom content that will be anchored on Digo’s network of publishers and culturally relevant sites.
Why it matters: The combination of NGL Studio’s full-scale production services specialized in U.S. Hispanics and multicultural millennials and Digo’s culturally relevant premium publisher network, is tailor-made to deliver against the firms’ growing demand for content with distribution at scale.

Digo Hispanic Media and NGL Collective are companies with a lot in common. Both were born from the need to cater to the needs of U.S. Hispanics. While NGL Collective, co-founded by David Chitel and Ben Leff, focuses on media and entertainment for the “New Generation Latinos”, Digo was born from the need to address the specific subsegment of U.S. Hispanics whose roots are in Puerto Rico, Cuba or the Dominican Republic.

The leaders of these two companies have over half-a-century of experience in the field between them, and now they have officially joined forces. Augusto Romano, founder and CEO of Digo Hispanic Media, and NGL Collective’s co-founder and Chief Operating Officer, Ben Leff, will lead a strategic partnership of their firms. Together, they will leverage Digo’s audience and NGL’s production services in order to reach U.S. Hispanic audiences through the right channels and messages.

NGL’s Studio division will produce custom content, which will then be distributed and amplified via the NGL Media and NGL Social platforms, and anchored on Digo’s culturally relevant sites and social channels.

“We are super excited to have found the perfect match for Digo’s audience engagement and content strategy. With NGL, we will not only be able to continue offering our audience high-quality content, but we will also be able to offer very relevant, familiar and even nostalgic content to our U.S. Hispanic audience. Even though our audience lives in the U.S., they deeply connect to the different publisher sites in our network. There’s a strong need to know what’s going on in their countries of origin, and what’s impacting their friends and family back home. Our audience also loves to share stories of success of other Hispanic men and women just like them with their friends and family here in the U.S.,” said Romano.

The combination of NGL Studio’s full-scale production services specialized in U.S. Hispanics and multicultural millennials and Digo’s premium publisher network, is tailor-made to deliver against the firms’ growing demand for content with distribution at scale.

“It’s great to be partnering with Augusto and his team to extend NGL Studios’ best in class production capabilities to their clients looking to engage Digo’s audience with premium content,” said Leff.

“Digo’s unique publisher base, especially amongst Hispanic audiences from the Caribbean, represents a great complement to NGL’s existing massive video distribution platform,” adds Javier Chanfreau, President of NGL Publishing.

“This is perfect for brands that want to connect with a true premium U.S. Hispanic audience in a brand safe environment. Our Hispanic composition is the highest in the market at 93%. Brands will have access to sponsor these content series via our sales team and we will insert them in the storytelling to ensure their brand and products are showcased in a relevant and engaging manner,” said Aisha Burgos, SVP of Sales & Marketing for Digo Hispanic Media.