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Snackable content opportunities, Gonzalo del Fa’s 2020 goal of making multicultural something organic across agencies/clients and more intelligence about what is going on in marketing and media right now. And Portada’s take on it.

Brands looking for Snackable Content Opportunities in 2020 (TikTok and Quibi)

We recently published a piece on the main opportunities and challenges for 2020  according to members of  of the Portada Council System. These opps and challenges include Marketing in a world with a smaller Facebook, Advertising in a divisive political environment and Cross-screen measurement. Here another opportunity as seen by a senior brand marketing executive interviewed by Portada: “With our attention spans becoming shorter and shorter, I think the biggest marketing opportunities that I would like to explore in 2020 are TikTok and Quibi. I think snackable content is the direction that we are moving in, be it 60 seconds or 7-10 minutes. I hope to explore branded content partnerships & product placements on these two platforms in the near future and will be challenged to figure out what success looks like on these platforms.”

I think snackable content is the direction that we are moving in, be it 60 seconds or 7-10 minutes.

An Organic Integration of Multicultural into Brand Marketing Decision Making

Gonzalo del Fa, GroupM“My main goal for 2020 is to make of multicultural something organic across all agencies and clients”, Gonzalo del Fa, president of GroupM Multicultural tells Portada. Del Fa, and his New Majority Ready™ Coalition, hit the topic on the spot. Multicultural marketing should lie at the very heart of Corporate America because the population of the U.S. is predominantly multicultural. This fact should also be reflected in how multicultural marketing opportunities are incorporated into brand marketing decision making. To “make multicultural something organic” means to make decision makers at corporate marketing departments and agency media buying units aware of the opportunity and integrate its discussion organically into brand marketing decision making. (Multicultural) marketing will only work when data analysts and marketing executives with budget decision making power work together in the same business unit (for an example check out Pepsi).

My main goal for 2020 is to make of multicultural something organic across all agencies and clients.

Amazon’s Expanding Ad Sales Team

The more consumers use Amazon’s platform, the more advertisers are willing to place ads on Amazon Advertising’s network. The “other revenue” line in Amazon’s P&L amounted to almost US $3.6 billion and grew by 45% in the third quarter of 2019. The majority of that revenue are advertising revenues. Not surprisingly Amazon is beefing up its ad sales teams. Also in multicultural; Fabio Brunelli  was just appointed as Head of Multicultural Ad Sales U.S. for Amazon.

Peacock

With most broadcast companies loosing linear TV advertising revenues in the order of 10%-20%  annually,  no wonder that Comcast’s NBC is betting heavily (a US $2  billion investment spread over 2020 and 2021) on its streaming platform Peacock. Contrary to many of its competitors in the crowded streaming service market, Peacock is mostly an advertising revenue bet.  Matt Strauss, Chairman Peacock and NBC Universal, says that measurables for the new streaming service are driven in three ways: Active accounts (accounts streaming each month); Engagement (hours watched per account); and ARPU (Average Revenue per User). NBC expects to have between 30 to 35 million subscribers by 2024. By 2024, NBCU expects to break even with an ARPU of $6-7 (mostly advertising revenue based), revenue of US $2.5 billion per year. Comparatively, Hulu generates $10 per sub on advertising today, Strauss notes.

Sorrell’s Non-Traditional Marketing Bet S4 Capital Now Includes Circus Marketing

S4 Capital, the Martin Sorrell backed holding company recently acquired Mexico City-based digital content agency Circus Marketing. Circus will continue to have a presence in the U.S. through its Santa Monica, Los Angeles office, a Circus executive tells Portada. S4 Capital is merging Circus into MediaMonks, the Dutch digital production company which also has a strong presence in Latin America.  The common thread of all S4 Capital acquisitions is that “none are traditional marketing entities, rather, they’re very digital at their core, whether that be related to production, creative, marketing, programmatic or data,”  Jay Pattisall, a principal analyst at Forrester, told AdExchanger.

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.

  • Payless

 

Payless ShoeSource Inc., an international discount footwear chain, is returning with a new CEO and a new focus on international markets after filing for bankruptcy in February 2019. Payless will shift its focus away from the U.S. to pour more resources into Latin America, its most successful region before the bankruptcy filing, and other international markets. Justo Fuentes, formerly president of Latin America at international footwear company Bata, will be the new CEO of Payless Latin American. In the past year, the company has implemented many new strategies to increase its´  market share and in-store footprint in the region, and in 2020, the brand will include a strong digital component to allow an omnichannel approach to the Latin market, as well as several product strategies that will allow Latin consumers to continue seeing Payless as their primary source of high-quality, value-priced family footwear.After the company filed for bankruptcy, Payless closed all of its U.S. stores while its international stores remained open. Latin America has continued to be a lucrative market for fashion. The footwear market in Latin America grew from US$28 billion in 2014 to nearly US$36 billion last year, and McKinsey predicts that growth will remain consistent in 2020, as well.

  • McDonald’s

At the end of 2019, McDonald’s inaugurated 13 new restaurants in Mexico, with an investment of 9 million dollars, the company Arcos Dorados reported.The firm, the largest independent McDonald’s franchise in the world, said it continues to explore business opportunities in different areas of the country.Arcos Dorados added that the new restaurants have the infrastructure, technological and digital elements to implement what the brand calls “Experience Of The Future”, a technology that will allow a better experience for customers, who can choose their favorite food by putting it together Taste, through interactive and intelligent digital kiosks.Currently, McDonald’s Mexico has about 400 restaurants and employs more than 10,000 people directly in the country.

  • Marriott International 

Agency Alma announced that Marriott International has appointed them as its social media agency of record for the Caribbean and Latin American region (CALA) following a competitive pitch. alma will lead the company’s multilingual and multicultural social media strategy in the region. The award-winning agency, which is part of DDB Latina, will manage, create, and execute social media across CALA’s collection of brands.CALA supports 21 of Marriott International’s 30 global brands, including luxury brands such as The Ritz-Carlton, St. Regis, and W Hotels; premium brands like Marriott Hotels, Sheraton, and Westin; and select service brands like Courtyard, Four Points, and AC Hotels. CALA is one of the fastest growing regions for Marriott International, with over 250 hotels and resorts currently open in 33 markets and more than 100 under development.Marriott International began searching for an agency partner in mid-2019 and selected alma following a competitive pitch process led by Daniel J. Cibran, Founder and Principal of MVMT Consultants.The first collaboration between the two companies is projected for the first quarter of 2020.

  • Kidoz 

Kidoz Inc., kid-tech software developer, owner of the KIDOZ Safe Advertising Network , the KIDOZ Kid-Mode Operating System, and the Rooplay edu-games platform, announced today that it has selected Hub of Hype as its official Kid Safe Media sales agency in Mexico and PML Digital Media (“PML”) to be the official and exclusive sales agency in Argentina, Chile, Perú, Uruguay, Paraguay and Bolivia.The Kidoz Safe Advertising Network reaches more than 100 million children every month and is the world’s most popular COPPA & GDPR compliant, Brand Safe, and Kid Safe mobile advertising network. Leading brands such as Lego, Disney, Crayola and more create awareness with kids by launching Kid Safe ads on the Kidoz Network. PML and Hub of Hype have strong relationships with leading kids brands in Latin America and will represent Kidoz across the region launching video and display campaigns to millions of high engaged kids enjoying their favorite content. Kidoz is certified compliant by Google and is one of the very few networks whose methodologies are compliant with Apple’s strict advertising guidelines.

  • 7 For All Mankind 

7 For All Mankind, an American denim brand founded by Michael Glasser, Peter Koral, and Jerome Dahan in 2000 and headquartered in Vernon, California,  continues its strong bet for Latin America. The company has just landed in the Uruguayan market and is negotiating with a potential partner to address the Ecuadorian market, as explained by Javier Brandwain, director of the company for Latin America and the Caribbean. Based on this expansion, the company expects a double-digit increase in the region by 2020 and considers Latin America to be “an important base for the group’s growth”. Brandwain says that high local competition has not affected the group.In Ecuador, the group analyzes the possibility of entering through its partners in Panama, Mexico and Central America or managing it directly. The company has already received a concrete offer from a local partner to bring the brand to the country. 7 For All Mankind contemplates expanding both through its own points of sale, multi-brand stores or departmental chains.Currently, Brazil is one of the markets in the region where the group evolves best, which expects to reach twenty stores in the country by the end of 2024.

  • Tommy Hilfiger

Tommy Hilfiger, which is owned by PVH Corp., announced the openings of new TOMMY HILFIGER, TOMMY JEANS and TOMMY HILFIGER outlet stores, along with the reopening and redesign of two TOMMY HILFIGER stores and two TOMMY HILFIGER outlets across Mexico. With these openings, Tommy Hilfiger closes the year with 61 stores in the country.The stores are operated by joint venture partner Grupo Axo.There are over 2,000 TOMMY HILFIGER stores in over 100 countries worldwide including global flagships in four locations: Brompton Road, London; Omotesando, Tokyo; Regent  Street, London; and Schadowstraße, Düsseldorf. Anchor stores are located in Amsterdam, Beijing, Berlin, Cannes, Cologne, Dublin, Florence, Frankfurt, Hamburg, Helsinki, Hong Kong, Istanbul, Lima, Luxembourg, Madrid, Mexico City, Milan, Moscow, Mumbai, Munich, Osaka, Panama City.

  • W Hotels 

Marriott International has signed an agreement with Fibra Inn to bring the W Hotels brand for the first time to Mexico’s Yucatan Peninsula. The property is expected to rise on an oceanfront site in Playa del Carmen within walking distance to entertainment, upscale shopping and restaurants.When the 218-room hotel opens in 2023, it is expected to provide Playa del Carmen visitors an exciting, new lodging option that embodies the W Hotels brand’s “work hard, play hard” philosophy. Fibra Inn’s plan calls for multiple food and beverage venues both indoors and out; a signature WET Deck (pool deck); AWAY® Spa; FIT ® Fitness Centre, as well as a beach club and rooftop bar. For corporate and social events, the property is also slated to feature 500-square-metres of meetings and events space.

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!)

Parisian fashion brand  Dior has a new regional director in Latin America, Hugo Charles.  The new regional director, Hugo Charles, has an extensive experience in the retail in industry, especially in Mexican market. Until last December, he worked as the director for the Luxury Division at the El Palacio de Hierro for 3 years, the same chain of department store where Dior had installed two pop-up shops for the holiday season. Dior has been strategizing to expand its presence in South America with the opening of new stores in countries suchs as Mexico, where the company owned by LVMH opened its first stand-alone stores last October. 

 

As of January 1st, 2020 Ana Torres de Navarra will continue representing the NYTS, however she will be doing so via Colibri Media.  The New York Times will be consolidating all of its international business in both the Caribbean and Latin America with Colibri Media

 

 

 

 

Levi Strauss & Co. (LS&Co.) announced a series of executive changes:

Roy Bagattini, executive vice president and president for Levi Strauss Americas, is leaving LS&Co. to assume a group chief executive officer (CEO) position at Woolworths. Marc Rosen, executive vice president and president of direct-to-consumer, will fill in the role.With Bagattini’s departure, Rosen will be responsible for leading the company’s largest commercial operations, spanning all brands and channels across the U.S., Canada, Mexico, Brazil and the balance of Latin America.Rosen, a veteran retailer who has held roles in e-commerce and international expansion at Walmart, will retain leadership of the direct-to-consumer business.

 

 

IPG Mediabrands has made a few senior appointments:

Andrea Suárez has been named new President of Thrive, while Sergio Kessissian is the new IPG Mediabrands Latin America CEO.

Suárez takes over the global leadership of IPG Mediabrands´ Nestlé exclusive unit. She will be responsible for strengthening the partnership between IPG Mediabrands and the brand globally.

Kessissian, who becomes chief executive officer for IPG Mediabrands Latin America, will replace Suárez, who has held that role since 2015.

LLYC, the global communication and public affairs consultancy, has incorporated three new partners:Mariano Vila, General Director of LLYCArgentina; Ana Folgueira, Executive Director of Estudio Creativo; and David González Natal, Senior Director of the Consumer Engagement department.

 

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

For prior Sales Leads US editions, click here.

  • Pepsi

Pepsi and Telemundo’s integration Pepsi announced an integration with Telemundo’s highly-anticipated second season of “La Voz,” the Spanish-language edition of NBC‘s award-winning hit series, “The Voice.” As the show’s first-ever beverage sponsor and prizing partner, Pepsi will take the season two stage by storm, unapologetically celebrating Latin music and the talented phenoms giving everything to become the next big musical superstar. Pepsi will level up the season two “La Voz” prize, bringing the original US$100k grand prize up to an epic US$200K.The integration will span the blind auditions, battle rounds and live performances. It will feature cups branded with Pepsi in the coaches’ chairs and include Pepsi branding across a number of touchpoints: multi-screen presence throughout the season, in-show and out-of-show custom activations on linear and social and prominent thematic storylines woven throughout the season. The integration will also bring to life and feature the newest U.S. Pepsi campaign tagline, “That’s What I Like” (“Es Lo Que Quiero”). Launched earlier this month, the new tagline is the brand’s first in two decades. Pepsi unveiled five new national commercials to launch the new tagline, three of which were developed in partnership with the Pepsi brand’s Hispanic agency, Alma (“DJ BBQ,” “Subway,” and “Lavandería). The spots will air across English and Spanish-speaking properties to reach the brand’s ever-growing fusionista fans, Latinos celebrating and blending their Hispanic and U.S. cultures. OMD is the media agency behinf this effort. For more information on the partnership, check Portada´s recent interview with Esperanza Teasdale, VP & General Manager, PepsiCo’s Hispanic Business Unit Marketing.

  • Dermablend Professional

@Pepsi Latest Integration with@Telemundo, @DermablendPro Selects BODEN & More #SalesLeads @LaVozUS @AFCU @realsaltlake @Ford as its public relations agency of record (AOR). BODEN will be responsible for media relations, executive positioning and thought leadership for the #1 dermatologist recommended coverage brand.Dermablend’s mission is to serve as a tool of empowerment on every skin journey to feel beautiful with and without makeup, uniquely allowing consumers the power of choice. Understanding that inclusion goes beyond skin tone, Dermablend also provides solutions for skin indications ranging from acne to scarring, burns and vitiligo, among many others. Born at the intersection of dermatology and makeup artistry, Dermablend combines high-performance pigments and dermatologist-created standards to create products that are safe for all skin types, tones and conditions.BODEN’s mission is to help brands Lead with Culture™. The independent female-led agency works with brand leaders such as Target, McDonald’s and UnitedHealthcare on building purpose-driven campaigns, led by data and cultural insights.

  • Leidos/MLS

Leidos, a FORTUNE® 500 science and technology leader, announced it has extended its Presenting Partner agreement with D.C. United as the team’s exclusive jersey sponsor through the 2021 season. The agreement extends the reach of the Leidos brand with a savvy soccer audience both domestically and internationally. Additionally, Leidos will support soccer at the grassroots level through jersey sponsorships with various youth soccer clubs in Virginia, Maryland, West Virginia, and Alabama.Under the agreement, the Leidos logo will continue to be prominently featured on the front of the team’s jersey, displayed throughout Audi Field and all of the team’s marketing and media assets. The sponsorship will also enable both Leidos and D.C. United to continue engaging the community and charitable partners through events like Armed Forces Week, a custom program aimed at thanking military members and veterans for their service. With the opening of Segra Field for the Black-and-Red’s new USL Championship affiliate, Loudoun United FC, and the scheduled opening of D.C. United’s new training facility in Leesburg, Va., in Fall 2020, D.C. United and Leidos will have additional touchpoints to engage with local communities and fans.One of the founding clubs of Major League Soccer in 1996, D.C. United are one of the most decorated teams in the United States with 13 domestic and international trophies.

 

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

 

  • America First Credit Union/ MLS

Real Salt Lake is proud to announce a long-term extension to its partnership with America First Credit Union (AFCU). With the extension, America First Credit Union will become the Official Credit Union of Real Salt Lake, Utah Royals FC and Rio Tinto Stadium, and will also have a significant partnership with the 2019 USL Championship title-winning Real Monarchs and the RSL Youth Development Academy.The partnership extension will provide more exclusive America First Credit Union member-only benefits and connectivity with fans, and generate deeper, stronger and better market-wide promotions – including AFCU/Real Salt Lake and AFCU/Utah Royals FC co-branded credit and debit cards. Building on a long-standing partnership between the club and AFCU that has seen numerous activations at Rio Tinto Stadium, including in the America First Credit Union Pavilion, the two Utah community leaders will now extend their relationship to include promotions with the America First Charitable Foundation and the RSL Youth Development Academy.The Ogden, Utah-based institution is one of a handful of credit unions to align themselves with an MLS club. Many credit unions have elected to partner with MLS teams partly because it has historically been cheaper than sponsoring teams in larger leagues. America First has become one of the largest, most stable and most progressive credit unions in the country, and has remained a member-owned, not-for-profit cooperative financial institution. Today, America First has 131 locations, and is the ninth largest credit union in assets in the United States with over US$11.7 billion, and the sixth largest credit union in membership in America with more than 1,071,000 members.

  • Ford

Ford has announced that it has launched a new advertising campaign for the all-new 2020 Ford Escape. The first of the new commercials, an effort of agency BBDO, is called “Built Street Smart,” and it will be running across broadcast, digital, social media and print channels. . The commercial talks about the all-new Escape and the features it offers along with driver-assist technology and hybrid power option.The voice-over actor in the commercial is Brian Cranston. He touts the 2020 Ford Escape Hybrid with its best in class range of over 582 miles per tank of fuel. The commercial also promotes the available Ford Co-Pilot 360 technology and shows the pop-up HUD that comes out of the dash of some models.Ford says that it will have spots debuting later this month specifically for African-American(from Uniworld Group) and Hispanic audiences(from Zubi) celebrating “smart, powerful women,” and Angela Bassett will voice those commercials. One of the models that Ford is most eager to sell is the Escape PHEV.ker.

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.

One of the greatest challenges of consumer data collection is the issue of privacy and consent. Today’s consumers are becoming more and more aware of how their information is collected, sold and used for marketing purposes.  How can companies overcome privacy issues and harness this information to deepen consumer relationships? Luis Macin, Nestlé Mexico’s VP E-Commerce, talks about Nestlé’s plans to develop wearables for consumer metrics during Portada México 2019.

Luis Macin, Nestle Mexico, Portada
Luis Macin, Nestlé Mexico’s VP E-Commerce

Interview conducted by Alejandra Velazquez

Problem Meet Solution

Data collection continues to dive deeper into the private lives of consumers and it is only natural that they feel their privacy is being invaded. Audiences find it unnerving when they mention something in conversation only to be offered that specific product online moments later. However, the great thing about wearables is the voluntary data collecting process. When users are nicely requested to share their data, it tackles the issue of consent and privacy. The consumer willingly welcomes a metrics device into the intimacy of their own home and even onto their own body and this is where the true power of wearables for consumer metrics comes into play. 

 

Who Wears Wearables?

The implementation of these devices in Mexico will take off immediately

According to emarketer.com, roughly a quarter of U.S. adults, 56.7 million, will use a wearable device at least once a month in 2019. Just over half of those will use a smartwatch. Furthermore, 3.8 million U.S. children and teens will have a wearable device. The e-health market is booming in Europe and North America, and it won’t take long for the wave to hit Mexico. “The implementation of these devices in Mexico will take off immediately because in Mexico we implement new technologies insanely fast, much faster than in other countries”, says Luis Macin, Nestlé Mexico’s VP E-Commerce.  In 2020, the wearables market will consist mostly of smartwatches, with a strong emphasis on e-health.

 

Offer Relevant Content for Consumer Engagement

But once they’re wearing the device, how can brands collect specific data so they know how to target consumers? 

The challenge is generating enough engagement so they’ll willingly share their information with you.

“There’s a driver behind every behavior, and each consumer has a different driver” says Macin. “You just have to identify their motivations and categorize them. For example, if your goal is physical performance, we’ll offer you the tools to have more endurance. If you’re concerned about your health, we can measure your BPM to protect your heart. The challenge is generating enough engagement so they’ll willingly share their information with you. You have to put the right cards upon the table, and the decision is theirs.” 


Luis Macin, VP E-Commerce at Nestlé 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.


Nestlé’s Safe Bet on E-Health Products

Nestlé’s R&D is hard at work on e-health initiatives in Brazil, Latin America’s unofficial innovation hub. Monica Meale, Head of Nestlé Health Science LATAM told NutrIngredients “NHSc has strongly invested in digital innovation. In the last three years, the area increased its investments fivefold”. The company’s research focuses on developing market trends including e-commerce driven products and services, digital innovations (VR nutritional education videos as an example), virtual sign language assistants on websites and contests for Nestlé to collaborate with health startups in creating and designing health programs and activations.

Is Wearable Technology Expected To Drive E-Commerce?

Absolutely. As consumers receive custom-made specific information about their care, they will also receive specific recommendations and tailor-made nutrition plans that will drive e-commerce simply because it’s convenient. According to Luis Macin, Nestlé plans to offer users a holistic experience by incorporating themselves into the consumer’s lifestyle through wearable devices. And once they’re engaged in improving their health through the right diet and lifestyle suggestions – Nestlé’s product recommendations are only one click away. Ordering products will be as easy and embedded into their routine as their morning coffee. While we’re not quite at that level of e-commerce maturity yet but the focus on wearables for consumer metric collection and blending this with e-commerce opportunities is projected to be the next big frontier. 

Once they’re engaged in improving their health through the right diet and lifestyle suggestions – Nestlé’s product recommendations are only one click away


Luis Macin, VP E-Commerce at Nestlé 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.


 

 

Pepsi announced an integration with Telemundo’s, through which it will become the first-ever beverage sponsor of La Voz, the Spanish-language edition of NBC’s  “The Voice.” As the show’s first-ever beverage sponsor and prizing partner, Pepsi will take the season two stage by storm, celebrating Latin music and the talented phenoms giving everything to become the next big musical superstar. The premiere episode of season two of “La Voz” is set to air this Sunday, January 19th.

 

Esperanza Teasdale
Esperanza Teasdale, VP & General Manager, PepsiCo’s Hispanic Business Unit

The new investment reflects Pepsi’s Hispanic Business Unit commitment to Hispanic Marketing and to “elevate the voice of the Hispanic consumer”, Esperanza Teasdale, VP & General Manager at PepsiCo’s Hispanic Business Unit , tells Portada. “The La Voz sponsorship, which taps into the Pepsi brand’s rich heritage in music and entertainment, allows us to celebrate Hispanic culture and passion points and support the next generation of talented musicians who aren’t afraid to live life their way and chase their musical dreams,” Teasdale adds.

The campaign is focused on Fusionistas who celebrate both the Hispanic and overall American culture.

Pepsi will level up the season two “La Voz”  prize, bringing the original $100k grand prize up to an epic $200K.  The integration will span the blind auditions, battle rounds and live performances.  It will feature cups branded with Pepsi in the coaches’ chairs and include Pepsi branding across a number of touchpoints:  multi-screen  presence throughout the season, in-show and out-of-show custom activations on linear and social and prominent thematic storylines woven throughout the season.

La Voz Sponsorship with the Fusionistas Target in Mind

Teasdale, a half Ecuadorean and half Colombian executive, notes that “Pepsi understands the passion point that Hispanics have with music. It’s in their DNA.” She adds that the campaign is focused on Fusionistas who celebrate both the Hispanic and overall American culture.”

 

“Eso es lo que quiero”

The integration will also bring to life and feature the newest U.S. Pepsi campaign tagline, “That’s What I Like” (“Es Lo Que Quiero”).  Launched earlier this month, the new tagline is the brand’s first in two decades and is inspired by the most loyal Pepsi drinkers, who proudly like what they like and live their lives out loud without worrying about what others will think – whether that’s belting out a song at karaoke, clapping at the end of a movie, or simply enjoying a Pepsi.

Pepsi unveiled five new national commercials to launch the new tagline, three of which were developed in partnership with the Pepsi brand’s Hispanic agency, Alma (“DJ BBQ,” “Subway,” and “Lavandería).  The new ads spotlight various everyday people getting lost in a moment and finding themselves dancing in unexpected places or situations, despite the amused gaze of onlookers.  Each spot is underpinned by a variety of upbeat music spanning hip-hop, dance hall, Latin pop tracks and more. The spots will air across English and Spanish-speaking properties to reach the brand’s ever-growing fusionista fans, Latinos celebrating and blending their Hispanic and U.S. cultures.

In March 2019 the D2C site AugustMcGregor was launched as a partnership between Irish UFC champion Conor McGregor and custom clothier David August. The men’s wear label offers modern suits designed to appeal to Millennials who want to follow the fighter’s confident sartorial style. Conor Mc Gregor’s Celebrity Marketing appeal and huge social media following in the MMA area gives the e-commerce site the opportunity to become an online fashion retail juggernaut. We talked to Michael Montanez,  director of marketing at August McGregor, about what moves the sales needle at the site. 

The Purpose  

Make luxury fashion more accessible to a broader audience.

A Product suited for Celebrity Branding

August McGregor (AM) is a 100% DNVB (digitally native vertical brand). “A small offering of premium fight related wear has worked very well with core consumer base who are Connor followers”, says Montanez, who oversees all marketing and operations for the site.  Later AM introduced casual shirts, dress shirts, sweatshirts, joggers and suits.

An ideal Target for Celebrity Marketers

Male Milennial that are making well under US $100,000.   McGregor’s audience is price sensitive.  “For August McGregor, it’s a genuine affinity for all things Conor McGregor, “Montanez notes.

The Site

AugustMcGregor.com
AugustMcGregor.com site

The site is built on BigCommerce. Most of the theme is intact, except for some enhancements/modifications for checkout, UX matters. The site offers alternate checkout methods through PayPal, Apple Pay and Amazon Pay to better accommodate the mobile-first customer base, and the use of global shipping solution EasyShip enables the brand to reach its international demand with ease. On average, the site experiences close to 100k uv/mo. Revenue is growing at a compound monthly growth rate of 24%.

The Following

Connor McGregor has more than 35 million social followers on social media. Just on Instagram,  with more than 33 million followers, McGregor has almost double the number of Instagram fans as the next MMA fighter Khabib Nurmagomodov and nearly eight times the number of third-place Jon Jones. At the end of 2019, the August McGregor site itself (@AugustMcGregor) had the below social follower numbers.
(Facebook; 11,000 , Twitter: 12,000, Instagram 411,000).

Celebrity Marketing, Not Influencer Marketing

Montanez does not really see McGregor as a typical social media influencer because, for him,  Influencer Marketing is more about a wide reach of social influencers activating the brand through various partners. “At AM everything is spearheaded through McGregor and his efforts, there is no intermediary component in the sense of traditional influencer marketing as Conor is the principal player. McGregor is used to drive traffic. Its a tactical deployment of a personality driven brand.

What Moves the Sales Needle?

“We are constantly looking at how to increase our key performance Indicators.  Conversions are improving month over month,” Montanez notes. Through ongoing tests they saw that increased volume sets up a lower price point. “We look at bounce, where exactly the consumer is jumping, how much are they consuming, how much are they converting. We’ve run a number of tests and have a good idea of what drives volume and what’s compelling to the consumer. There’s so much more to explore with CX/UX, but development is costly and in our infancy, we’re having to be responsible with spend and priorities. We notice a slight lag in decision making, but typically the conversion occurs within a week,” McGregor concludes.

Attribution

“At the moment, we track leads and bundle influencer reach with attributed sales from social. We keep tabs on this through Google Analytics  and the backend of the ecommerce platforms,” Montanez notes. “As a fashion brand, Instagram is the primary social channel that drives engagement and conversion. It’s no surprise that it contributes 53% of social revenue and has the lowest bounce rate compared to the other platforms”. Montanez is eager to  up weight Facebook and Youtube in the new year to capitalize on in-channel shopping and video branding respectively.”

. As a fashion brand, Instagram is the primary social channel that drives engagement and conversion. It’s no surprise that it contributes 53% of social revenue and has the lowest bounce rate.

Celebrity Marketing Anchored Mix

“It’s a very modest spend to build the case for increased spending. Right now, it’s more of an organic, slow build. Our digital mix is mostly made up of retargeting, paid, display and email. We’re about to launch new channels like affiliate and Google shopping in Q1. Other than that, we heavily rely on Conor to drive the traffic of his engaged audience and through that effort, we have multiple referral sites that help promote.
Montanez adds that PR will be a big driver for acquisition in 2020. In 2020, AM “will  be increasing its efforts working with younger, rookies in sports – not just MMA, but major sports, i.e. NFL, NBA.” AM will not be  paying for influencer marketing as the cost of merchandise for seeding is expensive, “so we’re working with individuals who genuinely have an interest with the brand and affinity with Conor and his passion.”

Roberto Muñoz, Head of Loyalty Travel at Puntos Colombia manages a joint program between Colombia’s largest bank Bancolombia and Latin American retailer Grupo Éxito. Prior to his current role, he was a strategist for Aeroméxico’s loyalty program Club Premier. The brand marketing leader shares key insights about digital channels for loyalty marketing with Portada including how tech and digital channels enable companies to engage and gain new customers and keep them happy coming back.

Interview conducted by Alejandra Velazquez

Roberto Muñoz, Portada, e-mail marketing
Roberto Muñoz, Puntos Colombia @puntoscolombia

Technology plays a crucial role in enabling marketers to do a better job. In fact, 84% of executives surveyed by Accenture agree that companies are using technology to weave themselves seamlessly into how people live today. 

“Technology helps us to segment audiences. It sparks activation” Muñoz says, adding “Technology provides us the data to develop the right targeting strategies. That way, we keep captive users interested and lure in new consumers via their passion points, like travel, fashion and entertainment. The challenge is recruiting customers that actually interact with the brand, not just sign their name on a list.” But nothing matters if the information isn’t properly documented. The challenge is tracking customer data and applying it correctly in order to serve your marketing strategy. A department that manages and filters big data correctly is always a must.

But nothing matters if the information isn’t documented properly. A department that manages and filters big data correctly is always a must.

Digital Channels: E-mail Marketing is Still an Effective Tool

“Digital channels are key to bring new customers into our loyalty programs. You can target specific audiences by sending key messages. 85% of our customers say they read our news through e-mail marketing. I’ve heard many experts talk about the death of e-mail marketing, but our numbers show the contrary,” Muñoz asserts.

Segmenting information via e-mail is the only thing that ensures the client remains active in your program.

According to Muñoz, segmenting information via e-mail is the only thing that ensures the client remains active in your program. Many strategists say “leave your most valuable customers alone, you don’t want them to get bored. I think when you’re really involved with a brand, you don’t mind how often they contact you. You know you’ll get relevant content eventually.”

…Social? Not so much

“Social network strategies are too focused on massive audiences. We address and recruit a very small percentage of users on social networks. Some programs only want users to click here and then to subscribe to a given program and get an immediate benefit. However, out of all users who sign up, a tiny percentage will actually become involved. You invest a lot of money and end up with a handful of users akin to your brand. One time in Aeroméxico we set a goal to sign up one million new customers onto our base. But in the end, less than 5% of those clients were actual travelers. The rest had been “bullied into it” by the hoards of ads we’d purchased on digital.” 

You invest a lot of money and end up with a handful of users akin to your brand.

Three Ways to Get Customer Feedback

Reliable customer feedback is also an important piece of Puntos Colombia’s strategy for using digital channels for loyalty marketing. Muñoz has developed three ways to approach customers:  direct meetings, focus groups, and surveys.

“High-profile customers get invited to breakfast or lunch to offer their feedback and opinions about the program. Nothing is as valuable as having customers tell you how they feel in person. We have a very direct style of approaching customers. The director of the program may have a sit down with customers and explain what they can and can’t do about their non-conformities.”

They also have focus groups conducted through third-party researchers. Because when consumers don’t know they’re speaking directly to a brand, it helps them give unbiased feedback. Last but not least, there’s surveys. Many valuable customers take the time to respond and are often rewarded with incentives like additional points. The incentives help ensure they are interested in giving their honest opinion.

Reliable customer feedback is also an important piece of Puntos Colombia’s strategy.

Roberto Muñoz, Head of Loyalty, Travel at Puntos Colombia, 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.

New appointments at Marco’s Pizza, Bam Strategy, Entravision, Prisa Brand Solutions and more changing places. 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 here.

 

Alex Tokatlian has been appointed Brand Marketing Director at Marco’s Pizza, an American restaurant chain and interstate franchise based in Toledo, Ohio, that specializes in Italian-American cuisine. There are more than 800 franchised Marco’s Pizza locations in 34 states and Puerto Rico as well as the Bahamas, and India. Prior to this position, Tokatlian worked as Advertising Manager in Domnino’s Pizza (check out our article today on the latest trends in the QSR industry including input by Alex Tokatlian.)

 

Montreal-based digital marketing agency BAM Strategy is launching its first U.S. office, in New York, and has appointed former GroupM executive Pete Meyers, as president of U.S. operations. Meyers is tasked with expanding BAM’s current client footprint in the U.S., building new client relationships with U.S.-based brands, and developing new partnerships with agencies where BAM can provide complementary digital marketing services.

Laura SaldivarEntravision Communications announced the appointment of Laura Saldivar (photo left) to Senior Vice President of Integrated Marketing Solutions in Los Angeles. Laura will report directly to Eddie Melendez, President of Local Media for Entravision. In addition, Crystal Gomez has been promoted to Vice President Local Agency and National Sales for Entravision’s radio assets in Los Angeles. Gomez was previously Vice President of National Sales, Western Region.

 

Robert RubalcavaPrisa Brand Solutions announced the appointment of Robert Ruvalcaba, as Vice President of Sales, based in California, to work on the company’s sales strategy and business development in the United States. Robert Ruvalcaba brings more than 20 years of experience in sales marketing and digital advertising. He has previous successful leadership roles at companies such as Adsmovil, Pulpo Media, ImpreMedia, and Los Angeles Times.“ Prisa Brand Solutions , continues growth and progress in the North America region. We welcome our newest team member and look forward to a long and successful future”, said Jose Antonio Carrero, CEO of Prisa Brand Solutions in the U.S.

 

DiGennaro Communications (DGC), a B2B public relations agency serving the media, marketing and entertainment sectors, has named Maxine Winer president and chief operating officer. Winer reports to DGC Founder and CEO Samantha DiGennaro. In her new role, Winer will oversee operations, talent, client service and business development for the nearly 15-year-old agency.  Winer, who began working with DGC last year in a consulting capacity, will split her time between the agency’s NYC headquarters and her hometown of Chicago, where she will establish a foothold for the agency. Winer most recently spent eight years as senior partner and general manager of Omnicom’s FleishmanHillard Chicago.

 

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

For prior Sales Leads US editions, click here.

  • La Tortilleria  

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

 

  • Re/Max 

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

 

  • Meredith/Ford 

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

 

  • Tantillo Foods

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

 

 

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

 

  • Corona Hard Seltzer 

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

 

  • Costa Coffee

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

 

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

Engaging customers in a multi-channel world is one of the most challenging tasks for brand marketing decision makers today. According to a study conducted by Salesforce, 27% of retail and consumer goods marketers describe their channel coordination as generally siloed. Effective multi-channel marketing is a key discussion point at Portada Council System meetings. Learn how leading brand marketers in Portada’s Council System find solutions to multi-channel marketing challenges.

Kick-off Facts 

– According to a study conducted by Salesforce, 27% of retail and consumer goods marketers describe their channel coordination as generally siloed, and 33% describe it as dynamically coordinated.

Only 9% of marketers currently engage customers across multiple channels on a consistent basis (DMA/ANA).

– Compared to single-channel shoppers, customers engaging in multi-channel strategies spend 3x more. (Pure360)

Three Multi-Channel Marketing Challenges for Portada Council System Members

1. Choosing the right channel(s)

Understanding the right channel for individual consumers depending on factors including demographics. We have to serve our customers in the channels they want to be served.

Related comment: “Although customers are multi-channel, one platform made them pull the trigger”
Practical example: If a company only offers a call center as a means of customer service, it excludes all the customers who prefer fully digital transactions over interacting with phone operators.

2. Having channel-agnostic customer engagement tracking technology

Having advanced technology to track the consumer through different platforms while delivering the same message and service quality independent from which channel is being used.

Related comment: We only track consumers’ behavior online, but we can’t track their offline activity.

3. Adapt messaging across various channels for delivering a consistent consumer experience 

People interpret the message differently according to each channel. Platforms should be handled in the right way.

Portada Council System

If you are interested in joining the Portada Council System, our year-round knowledge sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.

Four Solutions Suggested by Portada Council System Members for Better Engaging Your Customer in a Multi-Channel World

1. Make sure technology is on your side. New tools are there; they should be an enabler, not a barrier

Portada Council System

Take your multi-channel customers to the cloud so that all touchpoints converge there. Whether online, on the phone, or at the kiosk, all the data is on the cloud.

2. Use attribution models. Make sure you know where clients are really coming from

Get to know  your customer by looking at their behavior and offer an experience that really fits their lifestyle persona.

3. Look at customer purchases and service requests as two different models

We should not mix the two messages; one is selling and another is customer service.

Practical Example:
An airline knows when a passenger has had a bad experience during their previous flight. A flight-attendant has the information about this passenger on a subsequent flight and offers an apology.
Caveat:
AI can help, but bear in mind privacy issues. (AI like Alexa listens to private conversations to generate purchase intent)

4. Make sure consumers know that the brand is a long-term provider

Make sure the customer knows that we as providers can actually take into account their lifelong value as a customer, unlike intermediaries which are entirely price-driven.

 

2020 opportunities

If you are interested in joining the Portada Council System, our year-round knowledge-sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.

Will 2020 be the year of the bounce back after several years of decline in panregional advertising expenditures out of Miami-South Florida into Latin America?  Miami continues to have distinctive advantages as a media buying hub, according to Portada’s recently published 2019-2020 Panregional Marketing and Media Report, which provides Latin American Panregional Marketing Expenditures forecasts for the 2019-2024 period.

The 2019-2020 Panregional Marketing and Media Report is a major tool for corporate expansion into Latin America as well as sales-planning/intelligence for marketing vendors offering services to major brands targeting the Latin American consumer. To get more information about the report, please contact Sales Director Leslie Zambrano.

According to Portada’s 2019-2020 Panregional Marketing and Media Report, Miami/South Florida is the largest panregional hub for actual buying (over US $200 million in 2019) as well as for influence over purchasing decisions (over US $ 1 billion).  The report also discusses the advantages and disadvantages of Miami as a panregional media hub, according to more than 100 major brand and media agency executives interviewed by Portada.

Portada expects Latin American-Panregional Marketing expenditures to reach US$ 740 million in 2019. Miami continues to be the main panregional marketing and media hub, although Mexico City and other centers have an increasing weight. This is one of the insights of the just-published 2019-2020 Panregional Marketing and Media Report, which provides Latin American Panregional Marketing Expenditures forecasts for the 2019-2024 period.

Portada’s 2019-2020 Panregional Marketing and Media Media Report provides data, intelligence, insights, and forecasts. The report is a crucial tool for corporate expansion into Latin America and sales-planning/intelligence for marketing vendors offering services to major brands targeting the Latin American consumer. The 75-page report includes a market volume and growth forecast model based on a survey of more than 100 brand and media agency executives conducted by Portada, answers a myriad of questions including the six below:

1. What is the size of the panregional marketing sector?

The overall actual Latin American Panregional Marketing Services Sector, understood as decisions taken out of several marketing hubs (*see question 2) including Miami, Mexico City, New York, London and others, has a volume of approximately U.S $ 740 million a year (2019), according to the report. Measured in influence, although not necessarily in direct purchasing power, the brand and media agency executives located at those centers influence approximately US $2.26 billion a year (see chart below.)

Panregional Marketing Expenditures
Actual and “Influence” on Panregional Marketing Expenditures

 

 

2. How is panregional marketing defined? (*)

Panregional marketing is understood as marketing services purchases for two or more Latin American countries by clients (brands) or media agencies located outside of those countries.

3. Which city is currently the largest hub for panregional marketing?

Miami/South Florida is the largest hub followed by Mexico City, New York, London and Sao Paulo. The report provides overall market volumes for marketing decisions taken out of the above hubs from 2016 to 2024.

4. What media category is increasing its share of panregional media buys?

The structure of the panregional media buy out of Miami has changed substantially over the last decade with Pay TV- ten years ago the clear leader – only capturing 20% of the share in 2019 and digital media increasing its share to 60%. The 2019-2020 Panregional Market and Media Report includes expenditures and market share forecasts  (2016 to 2024) for the below market services types (both overall as well as for Miami/South Florida):
Outsourced Content Marketing Services
Outsourced Social Media Related Services
Public Relations Services
Media Planning and Buying Services
Paid Media (Overall)
-Print
-Pay-TV (Cable and Satellite)
-Out of Home
-Radio
-Sponsorships
-OTHER (Including: Movie
-Advertising, Inflight, In-Game
Advertising)
Digital
-Social Media
-Search
-Display
-Video
-Audio Advertising

5. Does the 75-page research report also provide intelligence on Panregional Marketing Expenditures on the brand/client side?

Yes, the report displays  Panregional Marketing Expenditures volume forecasts (2019-2024) for the below ad  -categories.
-IT/Electronics
-Studios/Entertainment
-Financial Services
-Telecomm
-Cosmetics/Fragrance
-Luxury
-Travel/Tourism
-Beverages
-CPG
Other (including Automotive, Education
and Health Services)

6. What other brand related intelligence does the 2019-2020 Panregional Marketing and Media Report provide?

Dozens of examples of panregional (Latin American) marketing decisions by Fortune 1000 companies are provided. Intelligence includes the description of different ways companies structure their marketing organizations targeting Latin American consumers and their marketing decision making as well as from what hub (e.g. Miami, Mexico City, New York etc..) these decisions are made out of.

The 2019-2020 Panregional Marketing and Media Report is a major tool for corporate expansion into Latin America as well as sales-planning/intelligence for marketing vendors offering services to major brands targeting the Latin American consumer. To get more information about the report, please contact Sales Director Leslie Zambrano.

2020 promises to be an exciting year in marketing. We asked brand and media agency executives that are part of the Portada Council System where they see the main challenges and opportunities.

 

As the new year fast approaches, Portada touched base with brand marketers and media agency executives, members of Portada’s Council System. We asked them what 2020 could bring in terms of challenges and opportunities. Among the most alluring opportunities and/or challenges, they cited: preparing for a world without (or a smaller) Facebook, more proprietary data for brands, efficient cross-screen metrics, marketing in a divisive political scenario, and finding synergies between Hispanic and general marketing campaigns.

 

2020 opportunities: Preparing for a world without (or a smaller) Facebook

2020 opportunities expertMarketers’ reliance on social media as a marketing and lead-generation tool has been parallel to Facebook’s rise to social media heaven. But has the social media giant reached its zenith or, even worse, is it starting to decline? “How to future proof my business in a world without or a smaller Facebook. In performance marketing, Facebook is still king, and also in terms of reach and signals of consumers’ interests and intent. What happens if Facebook changes? Or if there is regulation? Or if it doesn’t enjoy the popularity of generations like Z and beyond? This is more of a longer-term challenge, ” says John Sandoval, Senior Brand and Latino Marketing Manager at Intuit.

How to future proof my business in a world without or a smaller Facebook. In performance marketing, Facebook is still king, and also in terms of reach and signals of consumers’ interests and intent. What happens if Facebook changes? Or if there is regulation? Or if it doesn’t enjoy the popularity of generations like Z and beyond?

 

Brands need more ownable and proprietary data

2020 opportunities expertTo Peter Lee Brown, Brands & Communications Strategy, at Nestle, “Data has become commoditized, brands need more ownable, proprietary data“. Related to this challenge, Brown sees an opportunity for brand marketers in terms of “lean innovation and in-housing capabilities”, as he expects them to “lead to greater speed, creative expertise, and control.”. According to Brown in the current scenario of perpetual disruption, “brands can drive disruption and become challengers.”

Ariela Nerubay, Chief Marketing Officer at Curacao, also cites disruption, in this case in the retail space as an alluring opportunity: “Disruption of the retail in-store experiences to drive traffic to physical stores.”

 

2020 opportunities

If you are interested in joining the Portada Council System, our year-round knowledge-sharing and networking platform, please contact us here if you are marketing services supplier and here if you are a brand marketer.

 

Making second-generation Hispanic campaigns attractive to non-Hispanics…

Successful marketing to the LatinX consumer (second and third-generation Hispanics) is paramount to the progress of Corporate America in 2020 and beyond. Ariela Nerubay, Chief Marketing Officer at Curacao, tells us that “How to develop targeted campaigns for the 2nd and 3rd gen Hispanic on general market media that also attracts non-Hispanics” is one of the main challenges for her company in 2020. Similarly, she also cites developing a “lead generation strategy for Hispanic and non-Hispanic customers with same creative” as a challenge and opportunity.

 

…in a world where it is increasingly “not good” to be the “other”.

Marketing in a politically convoluted environment that is often divisive has been an important topic at Portada Council System workshops in 2019. Going into 2020 it will continue to be a challenge for brand marketers. As Intuit¨s John Sandoval notes “Specifically to multicultural marketing, in a country and increasingly in a world (last week’s UK election) where it is ‘not good’ to be the other or a minority or a population group other than the ‘mainstream’, how do we get the resources, attention, etc, from across the landscape? What if Trump is re-elected for another 4 years?”

 

Cross Screen Measurement to understand Reach and Frequency

The ascent of video marketing, partly a result of the substitution of TV media budgets by video, is bringing in more 2020 opportunities for media buyers. Darcy Bowe, SVP, Media Director, Starcom USA tells Portada that “cross-screen measurement that allows us to understand overall reach and frequency, including understanding where truly incremental reach is being driven” is an important opportunity for efficient media buys in 2020. Bowe is part of Starcom’s Video Center of Excellence, where she focuses on investing in all video media as well as creating content and building integrated programs in the video media space on behalf of her clients.

Given the range of CPMs and creative units across media types, how do we value an impression in each type and how does that impact ROI?

Bowe also notes that, given the range of CPMs and creative units across media types, it will be important to develop solutions for how impressions should be valued in each type and how this impacts ROI. To resolve the relationship between performance and branding (awareness) will be another challenge: “How can we best create media plans that balance targeting the most likely consumer to interact & transact with the brand as well as find broad reach to create awareness?”

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.

  • Motto by Hilton 
Motto by Hilton expands in Peru
Hilton debuts Motto by Hilton hotel in Lima, Perú

Hilton announced the signing of a franchise agreement for a new Motto by Hilton hotel in Lima, Peru, representing the brand’s debut in the Caribbean and Latin America. Launched in October 2018 as Hilton’s newest lifestyle hotel brand, Motto by Hilton introduces a fresh approach to modern travel, bringing together efficient, micro-guest rooms, activated social spaces, locally inspired design, and a communal vibe in centrally located urban destinations to cater to travelers looking for value and one-of-a-kind experiences.In partnership with Compañia Hotelera CINSA S.A, Motto by Hilton Lima Miraflores is scheduled to break ground in May 2020 and expected to open in 2022. Similar to other Motto by Hilton properties around the world, Motto by Hilton Lima Miraflores will show off its flexibility through thoughtfully designed spaces, seamless technology and an elevated sleep experience that will make recharging easier than ever.Additional deals under Motto by Hilton are in various stages of development in prime urban locations around the world such as New York City, Indianapolis, Washington D.C. and Copenhagen, to name a few.Hilton currently has a portfolio of more than 150 hotels and resorts open and welcoming travelers in 23 countries across the Caribbean and Latin America with seven hotels in Peru. 

  • Colombian Cueros Vélez/Studio F 
Colombian Cueros Vélez
Colombian Cueros Vélez´s store

The Colombian fashion group Studio F and leather goods specialist Cueros Vélez, two of the largest retailers in its local market, have begun negotiations to land in the Spanish market, which would mean landing in Europe for both companies.Colombian company Studio F, one of the largest fashion retailers in the country and with over 430 points of sale in Latin America in eight Latin American countries, plans to enter the Old Continent with an investment of 8 million euros.Studio F will combine four channels in its development in the market: directly operated stores, concessions in El Corte Inglés, multi brand and ecommerce. The first directly operated stores will arrive at the end of 2020. The company plans to have a store network of forty corners in El Corte Inglés and 18 directly operated stores in Spain.  Studio F will bet on positioning itself in Spain in a higher segment and focusing on denim as a differential element. Based in Medellín, Colombia, STF Group generates more than 5,000 direct jobs and currently has operations in Colombia, Chile, Ecuador, Peru, Costa Rica, Guatemala, Panama and Mexico.Cueros Vélez started in 1986 with Raúl Vélez and Ana María Echevarría as a company specialized in leather goods. The company has expanded through retail and currently has about 300 stores in Colombia, Guatemala, Panama, Mexico, Peru, Costa Rica and El Salvador. The company also operates with two other brands, Nappa and Tannino, specialized in leather goods and distributed both online and in some Cueros Vélez stores.

  • IHOP
Dine Brands Global
International House of Pancakes (IHOP)

Dine Brands Global Inc.’s DIN International House of Pancakes (IHOP) brand continues to expand through franchisee agreements. Recently, the company announced the opening of its first IHOP restaurant in Lima, Peru, through an agreement with Percapitals S.A.C. Markedly, this new property in Peru marks the company’s 62nd restaurant in the Latin America region.Steve Joyce, CEO and president, International, Dine Brands, stated that “South America is an important growth market for Dine Brands and we’ve seen great success there so far this year.”Earlier this year, IHOP debuted in South America with the opening of three restaurants in Ecuador. Of late, the IHOP brand announced that it plans to open a fresh fast casual concept — Flip’d by IHOP — in the United States during the spring of 2020. Currently, there are more than 1,700 IHOP restaurants in the United States and another 100+ IHOP restaurants worldwide. Moving ahead, Dine Brands International continues to focus on growth in markets including Central America, Colombia and Chile. By 2028, it anticipates to open 25 IHOP restaurants in Peru.

  • FreeNow
FreeNow
Ride-hailing venture FreeNow.

FreeNow, the ride-hailing venture owned by Daimler and BMW, expects to double revenue this year and next in a fresh challenge to Uber in Europe and Latin America.FreeNow’s so-called gross merchandise volume, which mirrors revenue, is forecast to reach about 2.4 billion euros (US$2.7 billion) in 2019, CEO Marc Berg said in an interview.Half of the 130 cities in Europe and Latin America where the company that was previously named MyTaxi currently operates in are already profitable, he said.Ride-hailing is expected to remain FreeNow’s main growth driver as it can be scaled up quickly once regulations are met.Apart from the main FreeNow brand, the company operates the Beat and Kapten ride-hailing services as well as Hive electric scooters. It’s active in 130 cities across 18 countries in Europe and Latin America.

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.

  • FCA/Peugeot
FCA & Peugeot to Merge
Fiat Chrysler Automobiles and Peugeot S.A. will merge.

Fiat Chrysler Automobiles and Peugeot S.A. (“Groupe PSA”) have signed a binding Combination Agreement providing for a 50/50 merger of their businesses to create the 4th largest global automotive OEM by volume and 3rd largest by revenue. The proposed combination will be an industry leader with the management, capabilities, resources and scale to successfully capitalize on the opportunities presented by the new era in sustainable mobility. With its combined financial strength and skills, the merged entity will be particularly well placed to provide innovative, clean and sustainable mobility solutions, both in a rapidly urbanizing environment and in rural areas around the world. The combined company will have annual unit sales of 8.7 million vehicles, with revenues of nearly €170 billion , recurring operating profit of over €11 billion and an operating profit margin of 6.6%, all on a simple aggregated basis of 2018 results . The combined entity will have a balanced and profitable global presence with a highly complementary and iconic brand portfolio covering all key vehicle segments from luxury, premium, and mainstream passenger cars through to SUVs and trucks & light commercial vehicles. This will be underpinned by FCA’s strength in North America and Latin America and Groupe PSA’s solid position in Europe. The new Group will have much greater geographic balance with 46% of revenues derived from Europe and 43% from North America, based on aggregated 2018 figures of each company. The combination will bring the opportunity for the new company to reshape the strategy in other regions.

  • Pepsi

Pepsi is launching a new brand campaign this month, featuring its first new tagline in the United States in about two decades: “That’s What I Like.” Get ready to hear this across all Pepsi, Pepsi Zero Sugar, and Diet Pepsi ads and promotions—indefinitely. “Pepsi drinkers are comfortable in their own skin, they enjoy their life unapologetically without really worrying about what other people think,” says Pepsi’s VP of marketing, Todd Kaplan, who feels like the line embodies what company research has told them about their customers. “Pepsi drinkers are three times more likely to belt out a song on karaoke or nearly twice as likely to clap at the end of the movie.” The new tagline, Kaplan believes, is a simple, “clean, crisp articulation of that.” The new spots will air across English and Spanish-speaking properties, including the Golden Globes and NFL wild-card playoff games. Created with agencies Goodby Silverstein & Partners and Alma the ads embrace that whole dance-like-nobody’s-watching ethos. It’s a departure from the ongoing celebrity ads that the cola giant started airing last January, all the way through November with Cardi B’s holiday tale. Pepsi has been slowly moving its media buying duties in house. In late October 2018 it ended its relationship with WPP’s VMLY&R for the Tropicana and Gatorade digital accounts.

  • Snickers 
SNICKERS/Madden NFL (esports)
SNICKERS is new Madden NFL 20 Club Championship official sponsor

SNICKERS’ accelerated commitment in competitive Madden NFL (esports) by becoming the official Madden NFL 20 Club Championship presenting sponsor for the first time. As presenting sponsor SNICKERS will reach players and spectators in mass through specially curated studio segments, highlight reels, and spotlight moments, such as the coveted SNICKERS “Moment of the Year” Madden NFL 20 Championship Series award.As part of the sponsorship, the candy bar marketed by Mars will be featured in highlight packages and branded studio segments during the tournament on Twitch, YouTube and the ESPN mobile app, per an announcement shared with Marketing Dive.The Madden NFL 20 Club Championship Presented by SNICKERS will involve all 32 NFL teams as one competitor per team will compete for more than US$700,000, tied for the largest tournament prize pool in competitive Madden NFL history. Snickers aims to reach the esports audience that largely consist of Generation Zers, 74% of whom say they often snack between meals, per a study by the Institute of . The researcher also predicted that the number of U.S. consumers who would watch an esports event at least once a month would grow 18% to 30.3 million this year from 2018. Brands looking to reach these millions of fans are forecast to boost sponsorship spending by 34% to $457 million this year, games researcher Newzoo predicted.Snickers is among the brands that are sponsoring esports events as their audience continues to grow. Pizza Hut, Nike, Anheuser-Busch,  AT&T, Axe, Coca-Cola, Hershey, Mercedes-Benz and Tillys are among the brands that are already esports sponsors.

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

  • Kellogg’s
Kellogg’s
Kellogg’s Frosted Flakes®‘ Mission Tiger™ teamed up with The DICK’S Sporting Goods Foundation (DSGF).

The Tony the Tiger Sun Bowl officially takes over El Paso on New Year’s Eve, but the game dedicated to saving middle school sports made its mission real today in the “Sun City.”  Kellogg’s Frosted Flakes®‘ Mission Tiger™ teamed up with the pioneer for helping kids play sports, The DICK’S Sporting Goods Foundation (DSGF), and gave a Sports Matter grant to every public middle school athletic department in El Paso — a total donation of US$500,000 — to help give more middle school kids access to sports.The first-of-its-kind partnership between one of America’s favorite breakfast cereals and the foundation for America’s largest sporting goods retailer might seem unlikely, but both are on a mission to help Mission Tiger ‖ Sports Matter Mobile save school sports. And today’s efforts align with the Sun Bowl’s 1935 inaugural mission to benefit underprivileged children.In partnership with The DICK’S Foundation, Tony the Tiger called on his friend, Sun Bowl alum and football Hall of Famer LaDainian Tomlinson to break the news. Tomlinson and Tony drove around town to deliver much-needed sporting goods equipment to aspiring young athletes at Wiggs Middle School.The collaboration is the latest stop for Mission Tiger, an initiative from Kellogg’s Frosted Flakes to save middle school sports nationwide. In August 2019, Kellogg’s Frosted Flakes was announced as the title sponsor of the newly named Tony the Tiger™ Sun Bowl, making Tony the Tiger the first mascot to ever lend his name to a college football bowl game.

  • SouthNorte Beer Co.
SouthNorte Beer Co
SouthNorte Beer Co. secures investment led John Gallegos.

Founded at the crossroads of cultures, SouthNorte Beer Co. revealed that it has secured new investment to drive company growth led by advertising executive and founding partner, John Gallegos, who has increased his investment in the brand to further accelerate the company’s marketing efforts, expansion into new territories and exploration of new partners throughout the country. This influx of funding positions Gallegos as the majority owner of SouthNorte, with Coronado Brewing Company offering continued operational support with a minority stake in the company.The infusion of new investment comes at an important juncture for SouthNorte —the brand has garnered critical acclaim and grassroots fan support in San Diego, and now, Gallegos and partners recognize that the time is ripe to amplify SouthNorte’s message and brand essence beyond its current footprint and into new markets. In addition to increasing his investment in the brand, Gallegos will take on additional operational management roles in the company. A seasoned advertising and marketing executive, Gallegos is CEO of the United Collective communications group comprised of five interconnected independent agencies.  Under this new arrangement, former CEO, Brandon Richards, credited for his contributions in making SouthNorte a success, will remain as a partner and Coronado Brewing Company will also remain a partner in the business offering various levels of support including brewing, sales, and marketing. SouthNorte beer will continue to be contract brewed and packaged at Coronado facilities.

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!)

 

Hogarth Worldwide´s 1st Americas CMO
Hogarth Worldwide CMO for the Americas, Mauro Baz

Hogarth Worldwide, a WPP company internationally known as the largest marketing implementation agency, announced that it has appointed long-time executive Mauro Baz to the role of Chief Marketing Officer for the Americas, making him one of the youngest C-suite members within the organization’s portfolio of companies. Baz, who has been with the company for close to a decade, operates from Hogarth’s Miami hub, which supports the marketing initiatives for the North American and Latin American markets.

 

Manuel “Manolo” Arroyo
Manuel Arroyo, Global CMO at The Coca-Cola Company

The Coca-Cola Company is changing its corporate marketing strategy again, naming Manolo Arroyo global CMO after it had ditched that position in May 2017 and added the title chief growth officer instead. Company Senior Vice President Francisco Crespo, who has held the CGO position since May 2017, will retire in 2020, stepping down after a three-decade career with the company.Arroyo will handle integrated global marketing, which includes teams for creative, category, marketing operations, design and knowledge & insights.

 

 

Tiendamia.com
Juan Pablo Pereira – COO & Co-Founder @ Tiendamia.com

TiendaMIA, a South American-based dropshipping business focused on supplying South American countries with Amazon, eBay and Walmart products among others, has designated Juan Pablo Pereira new CEO.

 

 

 

 

 

Telefónica has announced the organisation structure of its new Latin America unit:

Telefónica new Latin America unit
Alfonso Gómez, new CEO of Telefónica Latin America

Under the Direction of Alfonso Gomez, as CEO, the Latin American Operations Are to Be Managed as an Autonomous Unit, with a Specific and Dedicated Regional Team. As CEO of this unit, Alfonso Gómez, will report to the Group’s Director of Finance and Control, Laura Abasolo, newly

Laura Abasolo
Laura Abasolo, new President of Telefonica Hispam.

appointed president of Telefonica Hispam.

 

The new regional team is made up of professionals who have a track record in the Group and a high level of knowledge and experience in the region. Members of the management team as follows:

  • Elisa Caballero – Chief Consumer Officer Hispam.
  • Juan Vicente Martín Fontelles – Chief Business Officer Hispam.
  • Andrea Folgueiras – Chief Technology and Information Officer Hispam.
  • Ana Ramírez – IT Hispam.
  • Elena Maestre – Chief Financial and Strategy Officer Hispam.
  • Diego Colchero – General Counsel Hispam.
  • José Juan Haro – Chief Wholesale andPublic Affairs Officer.
  • Javier Gutiérrez-Bolívar – Corporate Development Hispam.
  • Pilar Girón – Chief People Officer Hispam.

 

Luciana Etcheverry
Luciana Etcheverry, Head of Media at Mondelēz International

Luciana Etcheverry has been named new Head of Media at Mondelēz International, effective as of January 2020. She will be based in Mexico.

 

 

 

 

 

Sharon Núñez
Sharon Núñez, Sr. MKT Manager LATAM, International SOS

Sharon Núñez is the new Sr. Marketing Manager LATAM at International SOS, a global leading medical & travel security services company.

 

 

 

 

 

Will 2020 be the year of the bounce back after several years of decline in panregional advertising expenditures out of Miami-South Florida into Latin America?  Miami continues to have distinctive advantages as a media buying hub, according to Portada’s recently published 2019-2020 Panregional Marketing and Media Report, which provides Latin American Panregional Marketing Expenditures forecasts for the 2019-2024 period.

 

According to Portada’s 2019-2020 Panregional Marketing and Media Report, Miami/South Florida is the largest panregional hub for actual buying (over US $200 million in 2019) as well as for influence over purchasing decisions (over US $ 1 billion).  The report also discusses the advantages and disadvantages of Miami as a panregional media hub, according to more than 100 major brand and media agency executives interviewed by Portada.

Portada expects Latin American-Panregional Marketing expenditures to reach US$ 740 million in 2019. Miami continues to be the main panregional marketing and media hub, although Mexico City and other centers have an increasing weight. This is one of the insights of the just-published 2019-2020 Panregional Marketing and Media Report, which provides Latin American Panregional Marketing Expenditures forecasts for the 2019-2024 period.

Portada’s 2019-2020 Panregional Marketing and Media Media Report provides data, intelligence, insights, and forecasts. The report is a crucial tool for corporate expansion into Latin America and sales-planning/intelligence for marketing vendors offering services to major brands targeting the Latin American consumer. The 75-page report includes a market volume and growth forecast model based on a survey of more than 100 brand and media agency executives conducted by Portada, answers a myriad of questions including the six below:

1. What is the size of the panregional marketing sector?

The overall actual Latin American Panregional Marketing Services Sector, understood as decisions taken out of several marketing hubs (*see question 2) including Miami, Mexico City, New York, London and others, has a volume of approximately U.S $ 740 million a year (2019), according to the report. Measured in influence, although not necessarily in direct purchasing power, the brand and media agency executives located at those centers influence approximately US $2.26 billion a year (see chart below.)

Panregional Marketing Expenditures
Actual and “Influence” on Panregional Marketing Expenditures

 

 

2. How is panregional marketing defined? (*)

Panregional marketing is understood as marketing services purchases for two or more Latin American countries by clients (brands) or media agencies located outside of those countries.

3. Which city is currently the largest hub for panregional marketing?

Miami/South Florida is the largest hub followed by Mexico City, New York, London and Sao Paulo. The report provides overall market volumes for marketing decisions taken out of the above hubs from 2016 to 2024.

4. What media category is increasing its share of panregional media buys?

The structure of the panregional media buy out of Miami has changed substantially over the last decade with Pay TV- ten years ago the clear leader – only capturing 20% of the share in 2019 and digital media increasing its share to 60%. The 2019-2020 Panregional Market and Media Report includes expenditures and market share forecasts  (2016 to 2024) for the below market services types (both overall as well as for Miami/South Florida):
Outsourced Content Marketing Services
Outsourced Social Media Related Services
Public Relations Services
Media Planning and Buying Services
Paid Media (Overall)
-Print
-Pay-TV (Cable and Satellite)
-Out of Home
-Radio
-Sponsorships
-OTHER (Including: Movie
-Advertising, Inflight, In-Game
Advertising)
Digital
-Social Media
-Search
-Display
-Video
-Audio Advertising

5. Does the 75-page research report also provide intelligence on Panregional Marketing Expenditures on the brand/client side?

Yes, the report displays  Panregional Marketing Expenditures volume forecasts (2019-2024) for the below ad  -categories.
-IT/Electronics
-Studios/Entertainment
-Financial Services
-Telecomm
-Cosmetics/Fragrance
-Luxury
-Travel/Tourism
-Beverages
-CPG
Other (including Automotive, Education
and Health Services)

6. What other brand related intelligence does the 2019-2020 Panregional Marketing and Media Report provide?

Dozens of examples of panregional (Latin American) marketing decisions by Fortune 1000 companies are provided. Intelligence includes the description of different ways companies structure their marketing organizations targeting Latin American consumers and their marketing decision making as well as from what hub (e.g. Miami, Mexico City, New York etc..) these decisions are made out of.

The 2019-2020 Panregional Marketing and Media Report is a major tool for corporate expansion into Latin America as well as sales-planning/intelligence for marketing vendors offering services to major brands targeting the Latin American consumer. To get more information about the report, please contact Sales Director Leslie Zambrano.

 

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

Michael Bowling has been named President, DIRECTV Latin America, and will report to Melissa Arnoldi, Vrio CEO.

 

 

 

 

Carolina Coppoli has been named Chief Digital Officer (CDO) Latin America and Caribbean at McCann Worldgroup. She will be based in Buenos Aires. 

 

 

 

 

German chemical & consumer goods company Henkel appoints Hannes Schollenberger new President Latin America.

 

 

 

Pablo Ceriani takes over as Aerolineas Argentinas new President.

 

 

 

 

After 15 years at Nestlé, Luis Mondragón joins Kimberly-Clark Mexican subsidiary as Head of Marketing and Sales.

 

 

 

(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.

  • Rappi

Wavemaker has won the media account for Rappi, the fast-growing online delivery business, after a competitive pitch that also included IPG and Publicis. Wavemaker will be responsible for the strategic media planning and buying for the ecommerce giant which recently achieved unicorn status and is recognized as one of the most innovative organizations in Latin America.The agreement covers all markets where Rappi operates: Argentina, Brazil, Colombia, Chile, Costa Rica, Ecuador, Peru, Mexico and Uruguay. Wavemaker have won the account with a mandate to create both innovative and effective communication to Rappi’s multiple target audiences, continue to massify Rappi’s services and contribute to positioning the business as the one-stop platform for convenience and quality.

  • Viva Aerobus 

Mexican ultra low-cost carrier Viva Aerobus will start seasonal service from Chicago´s O’Hare International Airport to five cities in Mexico beginning December 7, 2019, through January 13, 2020. The new routes include daily service to Guadalajara; 3x weekly service to Morelia and 2x weekly services to Leon, Monterrey and Zacatecas using an Airbus A320 with 180 seats.Viva Aerobus offers 13 years of operating experience, an ultra low-cost business model known for its operating efficiency, a focus on customer service, Mexico’s newest aircraft fleet, and competitively priced flights tailored to each passenger.

  • Grupo Herdez

Grupo Herdez, a Mexico-based company engaged in the food processing sector with more than 1,500 products in more than 40 different categories sold in 17 countries, has acquired Cielito Querido Café coffee chain in a deal valued MXN$280 million(US$14.7 million). Cielito Querido Café has currently 78 sales points and is one of the most well-known brands in Mexico.

 

 

  • Nestlé 

Food and nutrition product manufacturer Nestlé has contributed to a fund being raised by Mexico-based venture capital firm Angel Ventures with a US$100m target, Expansión has reported.Founded in 2008, Angel Ventures invests across Mexico, Colombia, Peru and Chile – the four countries that make up the Pacific Alliance trade bloc – in addition to the US.The latest fund will specifically target companies based in Pacific Alliance countries, and intends to back 20 to 25 startups. Angel Ventures’ portfolio already includes mobile card reader developer Clip, beauty product distributor B2Link and airport lift provider Wingz.Fausto Costa, executive president of Nestlé Mexico, said his company is interested in food and beverage startups as well as pet food brands and companies developing innovative food and agriculture technologies.

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.

  • Shasta Pools 

Colling Media, a national digital advertising and marketing agency, continues its growth by adding Shasta Pools to its prestigious roster of clients. Colling Media has been named as Shasta Pools’ Agency of Record and has been retained to create and execute an advertising and marketing campaign designed to increase awareness of Arizona’s #1 pool company.Starting as a family business in 1966, Shasta Industries is the #1 Phoenix new pool builder, having designed and built over 86,000 swimming pools, remodeling over 34,000 swimming pools, run hundreds of thousands of service calls, built 100’s of commercial pools and providing pool products all over the nation and globe thru A&A manufacturing and Xcel Surfaces.

  • Nestlé 

Nestle SA has agreed to sell its U.S. ice cream business to Froneri in a deal valued at US$4 billion, moving control of brands including Häagen-Dazs to a joint venture the Swiss group set up in 2016. Froneri was created after Nestle merged its European ice cream business in 20 countries with R&R, a unit of French private equity firm PAI Partners.With operations in regions including Latin America and Asia, it is one of the largest ice cream companies in the world with a turnover of around 2.9 billion Swiss francs ($2.91 billion) as of last year.Wednesday’s deal expands Froneri’s reach to the United States and is expected to add US$1.8 billion to annual sales.Nestle owns the rights to Häagen-Dazs in the United States, while Yoplait maker General Mills (GIS.N) sells the premium brand in non-U.S. markets.The deal is expected to close in the first quarter of 2020 following regulatory approvals, Nestle said.Nestlé will continue to run its remaining ice cream businesses in Canada, Latin America and Asia.

  • Sephora 

Sephora has launched a North America Media review, according to an invite to pitch obtained by Ad Age. The review will begin immediately and will last for about four months. The document stated the U.S. portion of the review will cover media strategy, planning and buying for all media channels excluding addressable TV. The invite also included a non-disclosure agreement that prevents agencies from discussing the review with the media. Should the agency accept, the invite read, it would receive an RFI. Global management consultancy ID Comms will manage the review. A decision is expected to be made in March, according to the people close to the process. Sources close to the review said that the account is worth approximately US$250 million.The review will not affect other LVMH brands including Dom Pérignon, Benefit Cosmetics, Marc Jacobs and Céline.

  • GlaxoSmithKline

GlaxoSmithKline has consolidated all Pfizer consumer healthcare media with Publicis Groupe following a joint venture the pharmaceutical announced in late 2018.Publicis Media will service the work with platformGSK — a bespoke shop it launched after winning the US$1.7 billion GSK media business. The move brings together brands such as Panadol, Anadin, Aquafresh and ChapStick under one roof with the creation of a new company with annual sales of $12.7 billion. The Pfizer consumer healthcare media is estimated to be valued at around $400 million. The move brings together brands such as Panadol, Anadin, Aquafresh and ChapStick under one roof with the creation of a new company with annual sales of US$12.7 billion.

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.

  • Hawaiian Airlines 

Hawaiian Airlines, the largest airline in Hawaii,  is sending lead media and creative duties to Interpublic Group of Cos.’ Mediahub and MullenLowe respectively following a review, Adage reports. The airline operates between 13 North American gateway cities and the Hawaiian islands.MullenLowe and Mediahub will handle the account from their office in El Segundo, California. Hawaiian Airlines previously worked with Anthology Marketing Group in Mountain View, California, and Publicis Sapient. Hawaiian Airlines spent US$2.7 million on measured media in the U.S. in 2018 and US$3 million during the first half of this year, according to Kantar.

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.