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

For prior Sales Leads US editions, click here.

  • Nationwide Mortgage Bankers 

Nationwide Mortgage Bankers, an independent mortgage lender, has introduced its mortgage service that provides information regarding best homebuying practices to persons who speak Spanish. This platform, Americasa, was created to educate the Latino community on the best mortgage options available to them. In the U.S. today, there is a lack of information related to mortgage borrowing available to Spanish speakers. NMB saw an opportunity to better serve Spanish-speaking person’s by developing a Spanish language resource for potential borrowers to fill this gap and provide educational resources surrounding the mortgage process. According to a 2017 survey by the U.S. Census Bureau, 41 million people in the U.S. speak Spanish at home. This makes Spanish the second most common language spoken in the nation. Of this number, only 59.9% speak English “very well,” according to the same survey. This means that 40.1%, or over 16 million people, may have trouble reading information when it is written in English. Especially with the verbose language of the mortgage industry, there’s a clear need for materials that accommodate native Spanish speakers. That’s where Americasa comes in.With increased accessibility of knowledge through NMB’s Americasa, Spanish language speakers can feel empowered to learn more about the mortgage lending process.

 

  • Novartis 

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

 

 

 

 

  •  CVS Health

CVS HealthAmerican retail pharmacy CVS Health Corporation (previously CVS Corporation or CVS Caremark Corporation) consolidated the majority of its US$160 million U.S. media buying and planning account with IPG Mediabrands´ UM following a review. The review followes the completion of CVD’s merger with health insurer Aetna.UM will handle all media duties for both CVS and Aetna. Digitas will handle paid search. CVS spent about US$126 million on measured in 2018. 

 

 

 

  • Deezer 

Resultado de imagen para global music streaming platform Deezer is bringing fans even closer to their favorite artists with the launch of a brand new ‘Deezer Originals’ in Spanish.Global music streaming platform Deezer is bringing fans even closer to their favorite artists with the launch of a brand new ‘Deezer Originals’ in Spanish. The channel will offer fans access to exclusive content and special commentary from their favorite acts – all in Spanish. Now for the first time ever, fans around the world can listen to popular hispanic artists provide insightful commentary about their own albums. Artists like Natti Natasha, Juan Luis Guerra, Abraham Mateo, Kany García and Mau y Ricky reflect on each song from their individual albums in “Track by Track.”Fans can also discover artist curated playlists in “Playlist of my Life.” Featured artists like Alejandro Sanz share why they have selected each chosen track. The new Deezer Originals in Spanish also include “Deezer Sessions”, where fans can listen to a live recorded version of songs from Latin artists including Justin Quiles and Javiera Mena, as well as the “Rock Colombia” podcast, with round table discussions about Rock development in Colombia.  All exclusively on Deezer.‘Deezer Originals’ in Spanish can be found in the Latin channel, as well as on the Exclusives channel and is available globally for all Deezer users. Deezer connects 14 million monthly active users around the world to 56 million tracks and is available in over 180 countries worldwide.

 

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

  • MegaMex Foods

Resultado de imagen para MegaMex FoodsMegaMex Foods partnered with Utz Quality Foods to manufacture, market and distribute certain Herdez branded tortilla chips and pork rinds to retailers across the United States, Abasto Hispanic has reported. Utz will be bringing multiple varieties of Herdez tortilla chips and pork rinds to market, including: Regular, Chili Lime, and Hot & Spicy pork rinds as well as new and improved Herdez white, yellow and blue corn tortilla chips.“The vision of MegaMex Foods is to bring the spirit of Mexico to every table,” according to Ryan Michaelis, president and CEO at MegaMex Foods. MegaMex Foods, a joint venture between Hormel Foods and Herdez del Fuerte, S.A. de C.V., is a provider of many leading Mexican food brands throughout the United States across the retail, club, food service and convenience store channels.

 

  • Avocados From Mexico

Texas-based Avocados From Mexico has come up with a number of promotional opportunities to help its retail customers move more Mexican avocados during that time. AFM’s new programming is designed to help customers drive their sales of avocados through eye-catching football thematic displays, point-of-sale materials, consumer savings offers, demos and digital support, according to Stephanie Bazan, AFM’s vice president of market development. Its Flavor with Heritage in-store event is planned for September in conjunction with Hispanic Heritage Month, and Avocados From Mexico’s Tastiest Tailgate promotions will kick off Oct. 15. The brand is also partnering with Bud Light in 2019. According to Bazan, Football is the No. 1 sport in the country, so it was a natural fit for Avocados From Mexicoto align its marketing program with the sport.

  • Craft Latino

Craft Latino, the Latin arm of Craft Recordings, will unveil the first batch of vinyl reissues to be released since the Fania catalogue was acquired by Concord in 2018. Cut from the original analog masters by Kevin Gray at Cohearent Audio, these four LPs offer an exciting and intriguing sample of Fania’s salsa magic. There’s Alma Con Alma — an electrifying collaboration between Cuban powerhouse Celia Cruz and timbales king Tito Puente. Released in 1968, The Hustler is the second album by visionary producer Willie Colón and his partner in crime, Puerto Rican singer Héctor Lavoe. The Fania All Stars’ double-LP set Live At Yankee Stadium captures the label’s own mega-orchestra recorded in concert at the height of its powers — an album that was inducted into the National Recording Registry in 2003. Lastly, Celia & Johnny, the Queen of Salsa’s 1974 artistic tour de force, in collaboration with Fania co-founder and flautist Johnny Pacheco, is a salsa masterpiece that will be available exclusively through Vinyl Me, Please Classics as the October Record of the Month!Strategically designed as an ideal introduction to the Fania aesthetic, and timed to coincide withHispanic Heritage Month, the releases also illustrate the label’s breadth.

 

  • UC Davis Health

Innocean has won the media account for UC Davis Health. The agency will provide media planning and buying and will be tasked with developing an efficient communications plan to reach UC Davis Health’s diverse audiences.

 

 

 

 

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

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

For prior Sales Leads LatAm editions, click here.

 

  • Kimberly-Clark

Kimberly-Clark and UNICEF have joined together to improve the lives of nearly 2 million babies and young children across 16 countries in Latin America and the Caribbean. Over the next three years, Kimberly-Clark’s contribution through Huggies® global ‘No Baby Unhugged’ program will be used to support and grow UNICEF’s current Early Childhood Development (ECD) initiatives in Argentina, Brazil, Bolivia, Chile, Colombia, Costa Rica, Dominican Republic, Ecuador, El Salvador, Guatemala, Honduras, Nicaragua, Panama, Peru, Paraguay and Uruguay.In Latin America, where one child dies every three minutes of preventable diseases and 52 percent die in the first 28 days of life, access to essential services such as health, education, protection programs, and more baby-friendly environments is a critical life-saving need.Kimberly-Clark brands includes Huggies, Kleenex, Scott, Kotex, Cottonelle, Poise, Depend, Andrex, Pull-Ups, GoodNites, Intimus, Snow, Plenitud, Viva and WypAll, hold the No. 1 or No. 2 share position in 80 countries.

  • Hampton By Hilton

This month, Hampton by Hilton celebrates its 2,500th open hotel with Hampton by Hilton Lima San Isidro in Peru. Hilton’s largest brand now offers nearly 260,000 rooms worldwide across 27 countries and territories. And, with more than 700 properties and more than 93,000 rooms in its pipeline – the largest ever in brand history and within the Hilton enterprise – Hampton is helping propel Hilton’s growth during its dynamic 100th anniversary year.Hampton by Hilton is experiencing growth and entering new markets in the Caribbean and Latin America, with four first-in-country openings in the region this year alone. The brand’s celebrated milestone property, Hampton by Hilton Lima San Isidro, is the first Hampton in Peru, situated in the exclusive San Isidro business district and just minutes from the Pacific Ocean. Earlier this year, Hampton debuted in Chile with Hampton by Hilton Antofagasta, featuring spectacular panoramic views of the Pacific Ocean, and Brazil with Hampton by Hilton Guarulhos Airport in São Paulo, conveniently located near Brazil’s busiest airport. Hampton by Hilton Bariloche is set to become Hampton’s first property in Argentina in Q3 and will boast incredible mountain and Nahuel Huapi Lake views at this all-season resort town.Hampton now offers more than 50 properties and nearly 7,000 rooms across nine countries and territories in the Caribbean and Latin America and aims to add nearly 15 properties and more than 1,750 rooms by 2022, including a first-in-country location in El Salvador, set to open in 2021. Hampton’s growth in the region supports the company’s larger expansion strategy across the Caribbean and Latin America, where Hilton has nearly 150 open properties welcoming guests across 23 countries, and more than 90 projects in the development pipeline.

 

 

  • LATAM Brazil

Starting this month LATAM Brazil will make operational changes to its South African flights by replacing a Boeing 767-300ER with a newer Airbus A350-900XWB. Currently, LATAM Airlines are the only Latin American airline company offering direct flights between Brazil and the African continent. LATAM Brasil started flying from Guarulhos International Airport in Sao Paulo to O. R. Tambo International Airport, Johannesburg in 2016. With the economic recovery in Brazil doing better than expected, the commercial aviation market is expecting a larger demand for flights than the previously anticipated. Passenger numbers on the Sao Paulo-Johannesburg route have risen to such a degree that LATAM Brasil has decided to put one of its larger Airbus A350s on the route adding a further 129 seats to the flight.

 

 

  • Pizza Hut

Yum Brands is planning to trim the number of Pizza Hut restaurants in the United States by about 500 locations, even as the brand continues to grow internationally.  The company said the closures will allow it to focus more on food delivery and carryout by weeding out lesser-performing sit-down restaurants. There are nearly 7,500 Pizza Huts in the U.S., of which 6,100 are traditional restaurants and 1,350 are express units, which predominantly handle carryout and delivery. Delivery-oriented restaurants that respond to orders generated by apps — in some cases facilities that do nothing but deliver food from a central location — are a growth trend in the restaurant industry.  The number of U.S. Pizza Hut locations would drop to about 7,000 over the next two years. The Pizza Hut brand is growing at a rapid pace outside the U.S., and doing well. Nearly half of the brand’s sales are in the U.S., with China — at No. 2, with 17% of the total — expanding rapidly. Other sales-growth regions for the pizza chain include Asia outside of China, Europe (except for Spain and Portugal) and Latin America (including Spain and Portugal).

 

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.

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.

  • FUD® & Tapatío®

FUD (pronounced “food”), a Sigma brand, announced an exciting new smoked sausage featuring the spicy flavor of Tapatío® Hot Sauce.The collaboration brings together two brands that truly understand Hispanic consumers and flavors.FUD (which stands for Fine, Unique, and Delicious) meats and cheeses have been around for more than 60 years and have a dominant presence in the US Hispanic market.Tapatío has made its hot sauce a staple on the tables of homes and restaurants alike for more than 40 years in the US.  Sigma is a global food company dedicated to bringing local favorite foods to communities everywhere. With presence in 18 countries worldwide, Sigma offers quality food at a range of price points and across diverse categories. In the US, we market over 350 meat and dairy products under these brands: Bar-S, FUD, La Chona, Longmont, Playero, Del Prado, Menu del Sol, and Norteñita.

 

  • UniVista Insurance

Miami-based insurance provider UniVista has opened three offices in California, with plans to open another three and hire dozens more licensed agents by year’s end. Additionally, its franchise program  is launching in 90 days on the west coast. In 2019, UniVista Insurance is projecting gross revenue of more than US$100 million by providing excellent insurance products to our Spanish-language customers on both the east and west coast of the U.S. Launched in 2009 under the leadership of Ivan Herrera, the company generated US$76 million in gross revenue in 2018, up from US$64 million in gross in 2017. Today, the company has 122 locations in Florida including more than 15 corporate offices, 107 franchises and three call centers. UniVista employs 1,114 men and women including 220 licensed agents. UniVista’s focus has been on a market niche that was largely ignored by insurance companies, made up of hardworking, Spanish-speaking immigrants in communities like Hialeah, who could pay for insurance if the policies were priced right, Herrera said. The company also spent time training employees, with agents taking classes every day on everything from UniVista culture to how to avoid customer fraud. Additionally, UniVista has brought on social media sensation Marco Perez, known as “Marko”, to be its ambassador to the Spanish-speaking community across the country.

  • Lehi Valley

Resultado de imagen para Delicias Gloria (Gloria’s Delights)Snack company Lehi Valley Trading Company noticed the company wasn’t making any snacks tailored to Mexican tastes, a growing consumer segment. Lehi is now launching Delicias Gloria (Gloria’s Delights), a new Hispanic-focused snack line that the company hopes will help them expand into new channels, broaden their consumer base and liven up the Hispanic snack market using bright, clean, authentic flavors and colors.After testing in key Hispanic markets (Arizona, Texas and California) Lehi decided to invest in building out the branding and infrastructure for Gloria’s. The new line includes capirotada, a mix of peanuts, raw almonds and sweet and tart fruits; piña picante, sweet and tart pineapple bits with picante chili lime seasoning; pica dulce de fresa, sour strawberry belts with picante chili lime seasoning; and mango picante, mango spears with picante chili lime seasoning. Each has an MSRP between $3.49-$9.99 and features authentic spices while maintaining a clean ingredient deck.According to research firm IRI, the Hispanic community is the fastest-growing ethnic group in the U.S. and spends over US$94.7 billion on consumer product goods yearly. According to consumer insights firm Claritas, the majority of food and CPG purchases is expected to come from Hispanic and Asian consumers between now and 2064, as Hispanics will represent 54% of population growth in the U.S., reaching 72 million by 2024. To tailor to this vast population, brands need to understand their specific tastes and cultural values to offer an authentic connection. Grocery stores are generally “not doing a great job” of working with the right distributors to cater to Hispanic tastes, according to Lehi Valley´s VP of marketing Christie Frazier-Coleman.

  • TikTok

Resultado de imagen para Social platform TikTokSocial platform TikTok, part of China’s ByteDance, has named Omnicom’s PHD as its new media AOR following a review.Initiative, the incumbent, did not participate in the review.PHD will be responsible for the platform’s media planning and buying duties globally, with exceptions including China and UK markets.

 

 

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

  • Honda

Associates at Honda Power Equipment Mfg., Inc. marked 35 years of producing power equipment products in America by announcing a US$46.4 million investment to expand the Swepsonville, N.C. plant’s manufacturing capabilities. HPE also announced plans to begin production in September of an all-new Honda HRN lawn mowe. The new investment strengthens HPE’s production technologies in the North Carolina plant and includes a production line for the new Honda GCV general-purpose engine and a 135,000 sq. feet plant expansion for parts storage. The plant has the capacity to produce 2 million general-purpose engines per year, including the GCV engine, which is designed specifically for premium, residential power equipment applications.In addition to the investment and expansion announced, HPE invested US$10.5 million in a 116,000 sq. feet plant expansion announced in February 2018, which now supports assembly and parts storage operations. Once all renovation is completed, this area will house the new engine line. Honda has invested a total of US$350 million in the North Carolina facility.HPE is one of Honda’s highest producing plants in the world with the annual capacity to produce more than two million Honda general-purpose engines and 500,000 finished products, including Honda lawn mowers, snow throwers, string trimmers, mini-tillers and generators.

 

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

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

For prior Sales Leads LatAm editions, click here.

  • Delta

DeltaStarting this winter, Delta will connect New York City to Bogota, Colombia, one of the leading business and tourism destinations in Latin America. The new service out of New York’s John F. Kennedy International Airport launches Dec. 21, and the service out of El Dorado International Airport (BOG) starts Dec. 22. The route will fly the route with a Boeing 757-200 with 20 First Class, 29 Delta Comfort+ and 150 Main Cabin seats.As one of Delta Air Lines’ main airport hubs, JFK serves many important destinations in Latin America including Brazil and Mexico, as well as Caribbean spots such as Jamaica, the Dominican Republic and Aruba, among others.In March, Delta announced an upgauge for the winter season Bogota flight connecting Delta’s headquarters at Atlanta’s Hartfield-Jackson International Airport. Also upcoming this December is the new nonstop service from New York to Mumbai.

 

 

  • Mercado Libre México

Mercado Libre MéxicoMercado Libre México appointed agency Super for the integral communication of its´ 3 business units in Mexico: Marketplace, Classifieds Service and Mercado Pago. Super, born from the merger of Kepel & Mata Aschen and Trade Media Agency, has currently offices in Miami, Mexico City, Buenos Aires, San Pablo, Lima, Santiago de Chile and Madrid.

 

 

 

 

  • CurrencyBird 

CurrencybirdChile-based peer-to-peer remittance company CurrencyBird has joined RippleNet, Ripple’s global blockchain-based network of payment providers, according to an announcement.CurrencyBird has thus ostensibly become the first Chilean payments company to join RippleNet, a network of institutional payment-providers such as banks and money services businesses that use solutions developed by Ripple to send money globally.The company states that the partnership will allow it to add new routes to its more than 50 already existing destinations, new currencies, better prices and faster transfer speeds. In 2018, family remittances in Latin America and the Caribbean amounted to US$85 billion, according to data from non-profit organization The Dialogue. During 2017 and 2018, remittances from Chile have reportedly continued to increase, and may have even doubled, generally due to intra-regional migration. According to data from the World Bank, Chile received US$66 million in personal remittances in 2018.

 

  • Aviareps

Aviareps has expanded its Latin American (LATAM) market presence with the opening of its newest location in Lima, Peru. This strategic position will strengthen Aviareps’ growing LATAM network by extending their expertise in specialised destination and hospitality marketing, public relations and sales (GSA) representation into the emerging market of Peru.In the early 2000s, Peru’s GDP grew an average of 6.1% annually, making it one of the fastest-growing countries in LATAM. Though this growth has slowed to around 3% in the years since 2014, this significant economic development drastically changed the living conditions for citizens. In recent years, the poverty rate in Peru drastically sunk from 52% in 2005 to just over 26% in 2013, pulling more than 6 million residents out of poverty.Aviareps Peru will be run by Forsyth, under the regional leadership of Marcelo Kaiser, Vice President LATAM and General Manager Brazil. With the addition of the Lima location, the Aviareps LATAM network will include 8 offices made up of more than 65 specialists in both B2B and B2C sales, marketing, public relations for the aviation, tourism and hospitality industries.

 

  • Centro

Resultado de imagen para programmatic ad platform (Basis)Global provider of advertising technology Centro announced  Publicis Media as a new user to power programmatic advertising in Latin America. Precision, a data-informed digital media trading practice under Publicis Media, will leverage Centro’s Basis platform for teams in Miami, Argentina, Chile, Colombia, Costa Rica, Guatemala, Mexico, Panama, Peru and others. Precision executes performance-driven digital campaigns for global brands that want to reach global audiences.Precision selected Basis for its robust feature set that empowers its team to execute high-performing programmatic campaigns that engage Latin American audiences.

 

 

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.

Digo Hispanic Media has opened an office in midtown New York to service its growing base of New York area based agency and brand direct clients. Digital Sales & Programmatic Specialist Stefan Garcia will be working out of the NYC office, which is led by Augusto Romano, CEO and Aisha Burgos, SVP.

Digo Hispanic Media has opened an office in midtown New York to service its growing base of New York area-based agency and brand direct clients.

Digo Hispanic MediaDigital Sales & Programmatic Specialist Stefan Garcia will be working out of the NYC office, which is led by Augusto Romano, CEO and Aisha Burgos, SVP of Digo Hispanic Media. Digo Hispanic Media was born when two of the largest media companies in the Caribbean, GFR Media from Puerto Rico and Grupo Corripio from the Dominican Republic. Digo exclusively represents premium publisher brand-safe websites, of which it owns and operates the majority.

According to the Comscore June 2019 report, Digo has the largest percentage of Hispanics (93%) as part of their audience compared to its competitors. Digo’s websites also exceed their competitors when comparing their audience engagement with an average of 4.7 minutes per visit, providing advertisers a more premium, pure and engaged U.S. Hispanic audience to connect with.

 

What: Latin Trade has published its annual ranking of the Top 1,000 Latin American Companies by revenue, total assets and net income.
Why it matters: The net income of the 1,000 companies in the most recent LT1000 ranking reached $100.7 billion, down from the $121 billion from last year.

The net income of the 1,000 companies in the most recent LT1000 ranking reached $100.7 billion, down from the $121 billion from last year.

Maintaining their spot among the top 5 are Petrobras, with a 5,034 percent jump in net income compared with the previous year; Pemex (+20 percent); América Móvil (+1.7 percent); JBS (-4.9 percent) and Vale (+5.8 percent).

The LT1000 ranks Latin America’s 1,000 largest, non-financial, publicly listed companies by revenues, assets and EBITDA.

The sectors covered in the ranking are:

  • Agriculture & Fisheries
  • Metal
  • Chemical
  • Construction
  • Electronics
  • Home Appliances
  • Electric Power
  • Food & Beverage
  • Industrial Machinery
  • Mining
  • Oil & Gas
  • Pulp & Paper
  • Retail
  • Software & Data
  • Telecommunication
  • Textile
  • Transportation
  • Vehicle & Parts

To read the full document visit Latin Trade: https://latintrade.com/2019/07/30/latin-americas-top-1000-companies-2019/?v=0b98720dcb2c

 

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!)

 

Guillermo Rivera Hernández has started a new position as Head of Marketing at Falabella Retail. Guillermo is a member of Portada´s Americas Board, which will meet at Portada NYC

 

 

 

 

 

Miguel Vargas, Country General Manager Mexico, Caribbean and Central America at Louis Vuitton, has been promoted to Regional VP. He will be based in Miami.

 

 

 

 

 

After 21 years with Nike, Paolo Tubito, until now VP of marketing for Asia Pacific and Latin America, is parting ways with the brand.

 

 

 

 

 

 

He will be replaced by Adam Roth, who has spent 16 years at Nike and has been VP of global brand communications.

 

 

 

 

 

Alvaro Tejeda Schroeder, Vice President for The Americas for Melia Hotels International (MHI) has stepped down from his role with the Spanish hotel company.Alvaro’s career with Melia Hotels International has spanned almost 30 years in seven different countries.

 

 

 

 

 

Philippe Cassis, a well-known hotelier with an exceptional reputation within the industry, has been appointed Regional Vice President for The Americas, effective August 20, 2019. His experience includes several Regional SVP roles with Starwood Hotels & Resorts and Sun Resorts and more recently COO of Belmond.

 

 

 

 

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

 

McDonald’s Uruguay named Guilherme Coe new Marketing Manager.

 

 

 

 

 

 

Mariana Villa is the new Executive Vice President of Operations at Headway Argentina. She will report directly to CEO Luis Barragué.

 

 

 

 

 

 

Arturo Velez is Unilever Mexico new Trade Marketing Coordinator.

 

 

 

 

 

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

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

For prior Sales Leads US editions, click here.

 

  • Mastercard

Mastercard introduces its first flagship restaurant experience, PRICELESS – An International Culinary Collective, created in partnership with Spring at its venue in New York City. The experience will recreate immersive, multi-sensory experiences from world-renowned chefs and mixologists who are driving what’s next in dining and cocktails. The first three culinary destinations to take up residency at PRICELESS include The Rock from Zanzibar, Tanzania, Teruzushi from Kitakyushu, Japan and Lyaness from London, United Kingdom. The PRICELESS rooftop at Spring will also host a global food experience expertly curated by Chef JJ Johnson.PRICELESS – An International Culinary Collective builds upon Mastercard’s focus on curating exclusive culinary experiences that began with the introduction of PRICELESS Tables. Mastercard has hosted PRICELESS Tables across the globe in landmark locations such as top of a billboard on Times Square, in the Museum of Natural History, at the Christ the Redeemer in Rio and atop Palazzo Beltrami overlooking the Duomo in Milan. Mastercard has also long partnered with some of the most pre-eminent global chefs. Recently, it opened Bistro by Mastercard, a place for more discerning travelers to have a sit-down meal at Rome’s Fumiciano airport.

 

  • Bravo Supermarkets

Hispanic supermarket chain Bravo Supermarkets is growing its Florida locations and will open new Bearss Avenue and Brandon locations in Tampa as other retailers compete for Latin American shoppers.For the past several years, Tampa Bay has had three Bravo stores in Hillsborough and a single location in Dade City. But soon, Tampa will gain another location and Brandon will get its first. In the next six months, Wallin said at least six more Bravo stores will open in Florida.From 2010 to 2018, Hillsborough County’s Hispanic population grew by about 37 percent, according to population estimates by the U.S. Census Bureau. About 29 percent of the county is Hispanic, at about 420,100 people, according to that data.Retailers are increasingly catering to the Hispanic community beyond Miami to stand out in a sea of options.In the past couple of years, Southeastern Grocers has turned Winn-Dixie stores in Hispanic neighborhoods into their new Fresco y Más Brand. Miami has more than 20 Fresco y Más stores and Tampa got two of its own in 2018.

 

  • Vistaprint

Vistaprint named Starcom media AOR following a review launched in October 2018. Havas was the incumbent. Vistaprint, a Cimpress company, helps small business owners create expertly designed, up-to-date custom marketing – the assortment of products. Vistaprint spent US$30.27 million on advertising during Q1 2019 and US$151.70 million during the full 12 months of 2018, according to Kantar Media.

 

  • Sonic Drive-In

Sonic Corp., more commonly known as Sonic, the operator of an American drive-in fast-food restaurant chain based in Oklahoma City, Oklahoma and acquired by Inspire Brands, has named Mother creative AOR. Mother’s Los Angeles office will handle the account and the new work will begin appearing in 2020. The brand will continue working with Zenith on media, VaynerMedia on social and digital, and Signal Theory on areas such as merchandising, printed materials and local assets.

 

 

  • Tricolor Auto Group & Ganas Auto Group

The Tricolor Auto Group in Texas and the Ganas Auto Group in California are again using technology to reach potential Hispanic customers. LivePerson Automotive, a division of global conversational commerce solutions provider LivePerson, recently launched its first WhatsApp implementation for an automotive dealer group, rolling out web and mobile messaging for Tricolor and Ganas, which describe themselves as mission-driven to sell and finance high-quality, certified used vehicles through its premium brands, utilizing advanced data analytics and technology to advance financial inclusion to a highly underserved market.Using the LiveEngage platform, Tricolor and Ganas are looking to provide end-to-end customer conversations using a variety of messaging channels, making it simple for consumers to connect with the dealership groups.Adding LivePerson Automotive’s messaging solutions for car shopping and service, including WhatsApp as a messaging channel, can give the bilingual concierge agents at Ganas the opportunity to connect with shoppers and owners in a messaging channel heavily utilized worldwide. “WhatsApp is the go-to messaging application in the Latino community,” said Mauricio Delgado, Tricolor’s chief product and strategy officer.

 

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

 

 

  • The Habit Burger Grill

The Habit Restaurants appointed Innocean USA as its first creative and media AOR for the burger restaurant chain. Established 50 years ago, The Habit has over 260 restaurants in 12 states throughout Arizona, California, Florida, Idaho, Maryland, Nevada, New Jersey, North Carolina, Pennsylvania, Utah, Virginia, and Washington, and six international locations.The Habit spent just over US$300,000 on measured media in 2018 according to Kantar Media.

 

 

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

What: Teads has announced a collaboration with Oracle Moat which will allow advertisers to measure the total viewable exposure time of ad impressions, and 100% viewability for all VCPM and CPCV.
Why it matters: The new integration coupled with Teads’ unique viewability pricing models (CPCV/vCPM) empowers buyers to select any custom billing point of viewability and transact on any viewability requirement, as verified by Moat.

Global media platform Teads has announced that it now offers advertisers the ability to measure the total viewable exposure time of each ad impression, as well as 100% viewability for all VCPM (viewable CPM) and CPCV (cost per completed view) buys. The integration is in collaboration with Oracle Data Cloud’s Moat services.

By leveraging Teads’ predictive AI technology, advertisers will be able to seamlessly transact on the selected billing event in order to achieve the lowest cost per viewable impression. Teads will report all KPIs at the billing event providing clients with a much clearer understanding of the performance of their campaign at that given duration.

“We are delighted to support this initiative with Teads, as we believe this is a transparent and open way to enable media buyers to purchase only the impressions that count,” says Mark Kopera, Head of Product for Moat at Oracle Data Cloud. “Our integration is also equipped to support the new IAB API frameworks specification which allows for any video tag to be accepted for video ad playback and measurement, including backwards compatible versions of VAST, VPAID, OM SDK for Mobile Apps and OM for Web Video.”

Through this advancement, Teads will auction off 100 percent viewable impressions at any viewability requirement set by an advertiser, while the rest of impressions not achieving the selected viewability benchmark will be offered as free media. Teads developed this solution to service a growing industry need for a new currency that can transact on viewability. The industry currently optimizes towards viewability on total impressions (CPM) which is a very manual process and leaves the buyer to rely on a viewability score. Teads is removing this friction by moving away from the viewability score across total impressions and to a more important metric which is the cost per viewable impression.

“ASICS has seen very strong viewability with Teads thus far, and we’re looking forward to using the new vCPM buying model, which should guarantee an even greater level of performance for our campaigns,” says Philip Bryant, Sr. Marketing Manager, ASICS North America.

“Advertisers need innovative pricing models to transact on viewability. We are taking the lead on this front because it doesn’t make sense for buyers to have to pay for non-viewable impressions,” says Bertrand Quesada, CEO at Teads. “With the combination of our unique pricing models, Teads AI, and our new Moat integration, we are empowering advertisers with information on exactly what they are paying for, in a cost-effective manner.”

 

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.

  • Shell

British-Dutch oil and gas company Shell has appointed Wunderman Mexico as its integrated communications agency. Wunderman´s Mexican subsidiary will be also in charge of developing the digital platform for Shell´s Lumber and Hardware Stores, one of the brands´ key business units.

 

 

  • Hyatt Hotels Corporation

Hyatt Hotels Corporation announced the opening of the 140-room Hyatt Centric Campestre Leon, marking the Hyatt Centric brand’s entry into Mexico. Hyatt Centric Campestre Leon is the latest hotel to join the global Hyatt Centric portfolio that is designed for a growing segment of savvy explorers seeking shareable moments to inspire others. The Hyatt Centric brand currently has 26 properties across 12 countries, including the U.S., Chile, Peru, Uruguay, France, Japan, Spain and more.Situated within Puerta Bajio, a leading mixed-use development in Leon’s “Golden Zone” area, the city’s epicenter of business and commerce, Hyatt Centric Campestre Leon was rebranded from Cleviá Grand Hotel Leon and is managed by Grupo Hotelero Santa Fe. As part of its transition to the Hyatt Centric brand, the hotel now features new in-room Hyatt Centric amenities including the all-natural bath essentials line BeeKind®, Drybar Buttercup salon-quality blow-dryers, and a Keurig® pod coffee maker.

  • Copa Airlines

Travelex, the global foreign exchange specialist, announced a partnership with Copa Airlines. From June 10, 2019 ConnectMiles Members can earn miles when exchanging currency in all Travelex stores at Tocumen International Airport, Panama.The program will allow passengers at Tocumen Airport exchanging currency with Travelex, to earn miles in the Copa Airlines loyalty program “ConnectMiles”.The companies will monitor the program in Panama with an eye on expanding the program in other airport locations.

 

  • Aviareps

Aviareps has expanded its Latin American (LATAM) market presence with the opening of its newest location in Lima, Peru. This strategic position will strengthen Aviareps’ growing LATAM network by extending their expertise in specialised destination and hospitality marketing, public relations and sales (GSA) representation into the emerging market of Peru. In the early 2000s, Peru’s GDP grew an average of 6.1% annually, making it one of the fastest-growing countries in LATAM.Aviareps Peru will be run by Forsyth, under the regional leadership of Marcelo Kaiser, Vice President LATAM and General Manager Brazil. With the addition of the Lima location, the Aviareps LATAM network will include 8 offices made up of more than 65 specialists in both B2B and B2C sales, marketing, public relations for the aviation, tourism and hospitality industries.

  • Avon

Red Consultancy has been appointed the global cause, brand and corporate communications agency of Avon, following a competitive pitch. Last November, the brand appointed Spark Foundry to handle its global online and offline media planning and buying after a competitive pitch.

 

 

 

 

 

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.

 

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.

  • Skinny Latina

Milam’s Markets and Norman Brother’s Produce have added Skinny Latina to their store shelves. Find us also at Publix and Whole Foods Stores throughout Florida as well as select Fresh Market stores in Dade and Broward County. Skinny Latina Marinade creator Ana Quincoces, voted Miami’s “Hottest Chef,” is well known in the media and enjoys a strong social media platform. Ana was able to parlay her celebrity into a thriving enterprise which includes television shows and appearances, several cookbooks, and her own growing line of food products Skinny Latina® as well as endorsement deals with some of the world’s biggest brands including Target, Unilever, Olay, Smithfield, Nestle and others.

 

 

 

  • Mondelez

Mondelez hopes to reach more Hispanic-American consumers, and it’s working with the Spanish-language media group Univision to launch a campaign featuring up-and-coming Colombian pop singer Sebastian Yatra. Enlisting creative agency Spark Foundry, Mondelez and Univision worked together to create the “Vive al Ritmo de Tu Antojo” campaign, which roughly translates to “Live to the Rhythm of Your Desire.” Featuring Yatra as a spokesman for some of Mondelez’s major snack brands (Oreo, belVita, Chips Ahoy, Ritz, Sour Patch Kids and Trident), the campaign will encompass a series of Spanish-language ads slated to run across Univision properties through the Latin Grammys in November. The campaign debuts Monday with a TV spot for Oreo that has Yatra promoting the cookie as “the perfect companion” for the Premios Juventud, an annual youth-oriented award show presented by Univision that celebrates Hispanic stars in film, music and sports.The partnership will feature a host of marketing methods, including radio spots, social content and experiential activations. Brand Labs also works with companies on insights and strategies for reaching Hispanic consumers.

 

  • McDonald’s

McDonald’s has hired the New York office of independent agency Wieden + Kennedy for a major upcoming project, according to several parties with direct knowledge of the matter. This news comes as the brand completes a comprehensive review of its U.S. marketing strategy and re-evaluating its agency model, threatening We Are Unlimited, the agency that Omnicom’s DDB created in 2016 to handle U.S creative for the restaurant chain.

 

 

  • Cinépolis

Cinépolisthe 2nd largest cinema operator in the world in terms of moviegoers, announced the acquisition of Moviehouse & Eatery, an upscale dine-in movie theatre circuit in Texas with 5 operating locations and one under construction. As of the completion of the transaction, Cinépolis operates 258 screens at 26 locations in 7 states in the United States. Cinépolis, a powerhouse in global cinema with almost five decades of operating experience, currently operates 5,941 screens across 738 cinemas, with presence in 17 countries, entertaining over 338 million patrons annually.Since the opening of its first theatre in 2012, Moviehouse & Eatery has quickly become one of the leading upscale dine-in theatre operators in Texas with 5 theatres and 47 screens in the Austin and Dallas metropolitan areas, appealing to an affluent, family-oriented demographic.Effective immediately, the acquisition expands Cinépolis USA’s footprint, with no immediate plans to make any operational or guest-facing changes to the Moviehouse & Eatery brand.  Moviehouse & Eatery will continue to operate independently until further notice and retain all existing employees, programs and scheduled events.

 

  • Bed Bath & Beyond

North American chain of domestic merchandise retail stores Bed Bath & Beyond kicked off a media and creative review of in June to revamp its brand ahead of the holiday season. Publicis Groupe, Omnicom and WPP’s GroupM agencies are all participating, Adage reports. This marks the first time Bed Bath & Beyond has launched an agency review at this scale. The brand recently hired Kepler Group, a data-driven marketing firm, to handle its digital-display planning, buying and optimization.The brand is committed to improving its target-marketing tactics according to a statement last June. It said that a “key focus” of its marketing strategy over the following 18 months would be to “tailor timing, content and design of messaging to each customer, depending on their attributes, context and behaviors.Bed Bath & Beyond operates 1,530 retail locations in the U.S., Canada, Mexico and Puerto Rico.

 

 

  • USG Corp.

USG Corporation, also known as United States Gypsum Corporation, the American company which manufactures construction materials, has appointed Laughlin Constable as its´ media agency of record following a formal review. LC will manage all media planning, buying and measurement for USG’s three primary business units: performance materials, ceilings and gypsum.

 

 

 

 

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

 

  • Tricolor Auto Group

LivePerson Automotive, a division of global conversational commerce solutions provider LivePerson, Inc., announced that its first WhatsApp implementation for an automotive dealer group has launched, along with web and mobile messaging for the Tricolor Auto Group. Using the LiveEngage® platform, Tricolor will provide end-to-end customer conversations using a variety of messaging channels, making it simple for consumers to connect with the dealership group.Tricolor is a mission-driven company which sells and finances high quality, certified used motor vehicles through its premium brands, Tricolor Auto Group in Texas and Ganas Auto Group in California, utilizing advanced data analytics and technology to advance financial inclusion to a highly underserved market. “One of Tricolor Auto Group’s goals is to make it easier for Spanish-speakers to buy a car and get reliable, trustworthy service — both of which can be complex, confusing experiences,” said Mauricio Delgado, Tricolor’s chief product and strategy officer.Adding LivePerson Automotive’s messaging solutions for car shopping and service, including WhatsApp as a messaging channel, gives the bilingual concierge agents at Ganas the opportunity to connect with shoppers and owners in a messaging channel heavily utilized worldwide. Consumers familiar with the Ganas brand opt in to message with agents through the WhatsApp icon found on their website on both desktops and mobile devices.The Tricolor team’s mission is to build relationships with the Latino community.

 

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

What: Undertone has partnered with TV data company Alphonso in an effort to create synchronized digital branding experiences that are personalized at scale.
Why it matters: Undertone and Alphonso expect to increase engagement with brands by scaling TV-retargeted ads across different display formats.

According to Perion Network Ltd, Undertone has signed a partnership with Alphonso, a TV data company. Their goal is to combine Undertone’s digital creative capabilities with Alphonso’s large-scale TV viewership data in order to provide brands with personalized digital branding at scale across platforms.

“Brands recognize that world-class customer experiences begin with personalization – which demands consistent experiences across screens and platforms,” said Raghu Kodige, Chief Product Officer of Alphonso. “That’s why we are partnering with Undertone, to give brands the ability to increase engagement by connecting real-time TV viewership data with Undertone’s high impact display ad formats and supply footprint. Together we expect to scale TV-retargeted ads across display formats.”

Research by eMarketer shows the average U.S. consumer watches 3 hours and 35 minutes of television per day, breaking that up with 6 hours and 35 minutes each day across different digital devices. Sophisticated marketers are well aware of this behavior, but struggle to create a consistent messaging experience. This is largely because the ability to connect user-level data – for seamless synchronization across TV to high-impact digital ad formats – has not been available.

“Undertone has pioneered Synchronized Digital Branding as the only real solution to the chaos of digital fragmentation,” said Doron Gerstel, CEO of Perion. “The integration of television viewership data from Alphonso is a significant, cross-platform step forward in our mission. We are thrilled to be partnering with them to combine the power of data, creative and broad reach across platforms.”

With this partnership, Undertone can now leverage user-level viewing and exposure data, powered by Alphonso’s Video AI, to intelligently sequence campaigns – using the optimum ad format – across hundreds of high-quality publishers and mobile apps. For consumers, this delivers a more seamless and strategic experience. Marketers can follow a TV exposure with the right digital message that is built on Undertone’s formats and developed by its internal Pixl Studio.

By activating Alphonso’s user-level television ad exposure data through its creative high-impact display ad formats, Undertone is delivering on the promise of true personalization and full-funnel effectiveness. This innovative channel harmonization will enable marketers to gain deeper insights into the value of their TV campaigns, thanks to enhanced dashboards and reporting tools.

The new capabilities resulting from this partnership are available for Undertone clients immediately. For more information go to: https://www.undertone.com/synchronization/#brand_solutions#tv_data_targeting

*Average Time Spent with Media in 2019 Has Plateaued (eMarketer, May 31 2019).

 

Portada is glad to announce the appointment of Jill Brooks as Business Development Director at Latcom, U.S. Congratulations, Jill!

Latcom, the company specialized in OOH advertising, has appointed Jill Brooks to Business Development Director in the U.S. Latcom’s plan is to expand its regional operations, which is why they chose Brooks and her more than 20 years of experience in media marketing and ad sales to drive the company’s growth.

Jill Brooks covered the U.S. market while working at the Washington Times and Hispanic Magazine, and performed as Senior Account Manager at Condé Nast Mexico and Latin America over the course of 12 years, later becoming Senior Sales Director at Grupo Expansión. Brook holds a Business Administration degree from the University of Miami, and studied International Marketing and PR at the Rosslyn Finishing School in London, UK.

“Belonging to the Latcom family is a privilege. We are the world’s biggest OOH media network, offering 360 services to both local and regional customers. Our communication services go beyond strategic planning: we also offer exclusive teams able to coordinate globally and execute locally, closely supervising each campaign,” said Jill Brooks in a press release.

 

 

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!)

Fernando Fernández is Unilever Latin America new President.

 

 

 

 

 

Former Bacardi North America VP Roberto Ramirez Laverde has been named Mastercard´s new SVP, Marketing and Communications – LAC.

 

 

 

 

 

RedMas, leading company in digital advertising solutions with presence in all LatAm countries, named Pedro Utreras López new Business Director, Ecuador.    

 

 

 

 

 

 

 

The North Face announced the appointment of Steve Lesnard as global vice president of marketing, and Tina Rolén as vice president of marketing for The North Face EMEA.

 

 

 

 

 

 

Avianca names Pablo Suárez Pizarro new Sales Manager for Argentina & Uruguay. 

 

 

 

 

 

 

Valentina Solari is the new Bussiness Manager of Renault Argentina. She will report to President and General Director Luis Fernando Peláez Gamboa.

 

 

 

 

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

 

Grey worldwide has hired 17-year industry veteran Cory Berger to serve as its first global chief marketing officer.

 

 

 

 

 

Agency Wavemaker names Toby Jenner new Global Chief Executive.

 

 

 

 

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

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

For prior Sales Leads US editions, click here.

  • EBay

San Jose, California-based online retailer EBay named MediaCom its´ global media agency AOR following a review. Regional markets now report to a single global team led by Jay Lee, senior VP-general manager, markets. Publicis handled the business in North America.  Comvergence estimates that eBay invests around US$250 million each year on global measured marketing.

 

 

 

  • Mattel

Mattel has wrapped up its´global review. The firm is retaining two agency partners. Publicis Media’s Spark Foundry has won Mattel´s North America, retaining the toy brand’s biggest market — the U.S. — and adding Canada. UM landed Mattel’s media business across Europe, the Middle East and Africa and Asia-Pacific, while also retaining Latin America.Mattel spent US$526.4 million on advertising and promotion in 2018.

 

 

 

 

  • Kia Motors America

Russell Wager is taking on the role as top U.S. marketer of Kia Motors America. Wager comes from Mazda North America, where he spent the last six years as VP of marketing. Kia´s Senior Manager, Multicultural Marketing Eugene Santos will discuss automotive brand marketing best practices at the 13th annual edition of Portada New York on September 12, at the Hotel Westin, Times Square.

 

 

 

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

 

 

  • The U.S. Army

The U.S. Army is said to be planning to significantly reduce the size of its marketing department, according to Adweek. The team handling recruitment marketing work for the Army will be less than one-third its previous size. Last November, Omnicom Group’s DDB was awarded the Army account from incumbent McCann Worldgroup. DDB also fended off WPP for the business, which included media, creative, digital, PR and direct marketing. Now with this move, annual fees for the armed forces division’s new ad agency, called Team DDB, could be significantly lower. The Army Marketing and Research Group, or AMRG,would disband, according to an statement, with the Army relocating all marketing operations to Chicago by Aug. 1.The new entity will be called the Office of the Chief Army Enterprise Marketing, or OCEAM.

 

 

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

What: Portada’s 2019-2020 Panregional Marketing and Media Report explores the influence of certain territories over panregional marketing. These panregional marketing hubs influence the purchase of marketing services ranging from production, PR and creative to paid media.
Why it matters: Influence over Panregional Marketing Decision Making in Latin America exceeds US $2 billion. For information on all the issues regarding Panregional Marketing, refer to the complete report by Portada.

According to Portada’s 2019-2020 Panregional Marketing and Media Report, influence over the purchase of panregional marketing services is a wide concept that covers the area of influence marketers have over purchasing decisions “in-country”. The panregional marketer can influence (e.g. veto) in-country marketing services purchases. However, she may not be able to buy those services from her location. Thus, while the decision making is regional, the buying is local. The volume of influenced purchases will always be larger than the one of the actual purchases because the former includes the latter.

We believe that Miami and Mexico City have a larger degree of influence than the other locations. This is because both cities have a substantial amount of media agencies who buy panregionally, as well as a larger amount of panregional marketing headquarters on the brand marketer side. 

Influence over Panregional Marketing Decision Making in Latin America exceeds US $ 2 billion.

 

“Influence” on Purchases by Different Panregional Marketing Hubs


In order to obtain the estimate of overall US $2,100 million of “influence” over decision-making related to panregional marketing purchases in 2016, Portada takes an overall market value for Marketing Services in Latin America of US $40 billion. (For more detailed methodology and assumptions, please buy the report). The below chart shows the dollar volume of marketing services purchases from top panregional marketing hubs, including Miami, Mexico City, New York and others.

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 about the Latin American Panregional Marketing Services sector from 2019 to 2024. A major 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, which 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 7 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.

7. What else does the report provide?

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.

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 Coordinator Michelle Lopez.

Portada NY’s top-notch program includes unique networking and one-on-one knowledge-sharing opportunities with brand marketers who are members of Portada’s Council System. Check out the evolving agenda and get tickets here (early bird expires on July 31!).

Join us for the 13th annual edition of Portada New York where marketing innovators will delve deep into how best to leverage marketing technology and new consumer insights in Multicultural America.

 

On the agenda on September 12

Senior brand executives and thought leaders will explore topics including the below:

  • PASSION POINT FOOD: Food is a key cultural factor to bring Hispanic families together.
  • THE EXPERIENTIAL MARKETING CONUNDRUM: How to measure ROI and transfer best practices between marketing platforms.
  • OMNICHANNEL MARKETING TARGETING LATIN AUDIENCES: A case study.
  • 5G: How increased connectivity will change media and content strategies…
  • HOW MULTI-TOUCH ATTRIBUTION IS EMPOWERING VIDEO
  • HOT TOPIC: Multicultural Audience Measurement- Solution Approaches.

 

Choose Your First-Rate Networking Opportunities

Networking and Knowledge-Sharing OpportunitiesPortada New York will also be the meeting point for Portada’s Council System with the Brand Star Committee, Agency Star Committee and the Sports Marketing Board holding their second 2019 in-person meetings.

In addition, Portada NY offers senior executives from tech, media and marketing firms the opportunity to interact with brand marketers through Portada’s one-on-one meet-up offering.

 

THE LIST OF MARKETERS AVAILABLE FOR ONE-ON-ONE MEETINGS INCLUDES:

Director, Consumer Marketing Sponsorships, ALLSTATE INSURANCE

VP, Field Marketing Sponsorships & Events, CONSTELLATION BRANDS

VP, Head of Sponsorships North America, MASTERCARD

Group Brand Director Tequila, PROXIMO SPIRITS

VP, Marketing, NORTHGATE MARKETS

Head of US Sports Marketing, ANHEUSER-BUSCH INBEV

Senior Manager, Advertising & Marketing, Multicultural, KIA MOTORS AMERICA

Multicultural Marketing Manager, NESTLE USA

VP, Global Sponsorships, SAP

Senior Brand and Latino Marketing Manager, INTUIT

National Media Manager, JCPENNEY

VP, Hispanic Segment Strategy Leader, WELLS FARGO

Program Leader, Hispanic Marketing & Advertising, DOMINO’S

National Director, Multicultural & Growth Markets, REALOGY

Director, Mexican Imports, ANHEUSER-BUSCH

US Managing Director, CH CAROLINA HERRERA

Digital Marketing Manager – SEM & SEO, SPRINT

Head of Marketing, EL SUPER

Assistant VP, Brand Marketing & Advertising, OPPENHEIMERFUNDS

Senior Brand Manager, DEWARS SCOTCH WHISKY BACARDI

Sr. Director of Global Marketing, PAULA’S CHOICE SKINCARE LLC

Brand Director, HEINEKEN

EVP I CMO, CURACAO

VP, Sponsorships, WELLS FARGO

Manager, CALIFORNIA ENDOWMENT

Associate Marketing Manager Multicultural, ALLSTATE INSURANCE

Category Marketing Manager, GRACEKENNEDY LTD

‎SVP Multicultural Lead, STARCOM

SVP Media Director, STARCOM

VP Media Director, PUBLICIS GROUPE

Senior Digital Director, Senior Partner, GROUPM

Multicultural Manager, National Video Investment, GROUPM

SVP Director Multicultural, SPARK FOUNDRY

Director of Performance Media, THE SHIPYARD

Director, HEARTS & SCIENCE

Supervisor Buying, OMD USA

Media Director, SPARK FOUNDRY

VP Media Director, SPARK FOUNDRY

SVP Client Business Partner, UMWW

Director Multicultural, HAWORTH MARKETING + MEDIA

And many more!

 

CLICK HERE TO GET EARLY-BIRD TICKETS! ($599) (EXPIRING THIS 07/31)

 

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.

  • Poni

Poni and DINEX, leading companies in the development of financial technology solutions, have formed an alliance to offer receivers in Mexico a zero-fee ATM remittance payout solution. Receivers can now simply purchase and register a Poni Cash Card, enabling them to pick up their cash anytime, anywhere in over 50,000 ATMs throughout Mexico. DINEX offers this exclusive technology to its clients where their family members can have this benefit. Patricio Valdés, CEO and Founder of DINEX, said: “For over 10 years we have been regional leaders in money transfers and other financial services for the Hispanic community in the U.S. sending transactions to Mexico, Centro and South America and the Philippines. Our fast, reliable, secure and convenient ways to send money to our customers’ loved ones back home, allows us to consistently provide innovative payment solutions, especially for the 19.3% of the unbanked population according to the 2017 National Survey of Unbanked and Underbanked Households (FDIC).”DINEX partnership with Poni incorporates their zero-fee remittance payment technology for receivers; a solution that significantly improves our customers’ and their families’ experience, while maintaining our traditional and familiar channels for sending money. The only difference now is that the sender can request that the money be paid out at any ATM in Mexico. Poni is financial technology that enables receivers in Mexico to get their money from United States remittances any time, at any ATM in the receiving country, without the need for a traditional bank account and without paying any ATM fees. Poni is a product of American Cash Exchange, Inc., a privately-held company located in Princeton, New Jersey. The company offers personal payment solutions for the international marketplace. DINEX is a Houston based regional leader in Hispanic money transfers founded in 2004. 

 

 

 

  • Travelocity

Travelocity.com, an American online travel agency owned by Expedia Group, has chosen Havas Media and Proof Advertising as its media and creative agencies of record, respectively.The appointments follow separate creative and media reviews. Travelocity will be managed by Havas-owned Arena Media Agency in Chicago, according to a Havas spokeswoman.

 

 

 

 

  • BodyArmor

Sports drink brand BodyArmor, rival of Pepsico´s Gatorade,  has appointed Laundry Service creative agency-of-record. Coca-Cola Co. has a stake in the brand. The agencywill handle TV, digital, social and out-of-home. Laundry Service replaces incumbent AOR The Brooklyn Brothers.

 

 

 

 

 

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

 

 

  • Mi Padrino®

Mi Padrino®, the leading event-planning and crowd-gifting platform for quinceañeras and Hispanic weddings, released the results from their Mi Padrino Quinceañera Report, the first quinceañera study of its kind. Surveying thousands of quinceañeras from all around the country, Mi Padrino unveiled how the cost of quinceañeras continues to rise, as Hispanic families seek to provide increasingly unique experiences for their daughters’ coming of age celebrations.Over the past 12 months, the average cost of a quinceañera, of which there are over 525,000 in the US every year, was US$21,781. Hispanic families mentally start planning their daughters’ quinceañeras from the day they are born and are not just emotionally, but financially, invested in turning their dreams into realities — not just dinner and drinks, or the iconic ball gown, but finding a way to include all her friends and family in the big event.There are plenty of families finding DIY ideas to work within smaller budgets, but many still can’t hold back from pursuing lavish quinceañera cakes or new trends like La Hora Loca which feature everything from props to LED robots.

 

 

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!)

Mike Tasevski is now Vice President, Global Sponsorships at Scotiabank. Previously, he spent almost 10 years at Mastercard, where he served as VP, North America Sponsorships and later as VP, Market Development.

 

 

 

 

 

Mercedes-Benz Argentina announced the appointment of Verónica Niemann as Manager, Public Affairs, Communications and Corporate Social Responsibility.

 

 

 

 

 

State-run Banco do Brasil SA has promoted Antonio Hamilton Rossell Mourão, son of the country´s Vice President Hamilton Mourão, to Head of Marketing & Communications. A civil servant working at Banco do Brasil for almost 20 years, Rossell Mourão was previously an advisor in the agribusiness division, where he had been for 11 years. His wife also works at the bank.

 

 

 

Agency FCB&FiRe Chile names Tito Pérez CEO. Perez comes from Publicis Groupe, where he spent nearly 31 years.

 

 

 

Fernando Silva is media agency Quiroga new Partner & Global CEO.

 

 

 

 

 

 

 

Gustavo Quiroga, who until now held that position, was promoted to Global Chairman.

 

 

 

 

 

 

Estée Lauder Companies announced new Leaders at brands Smashbox and GlamGlow, effective immediately:

 

Sejal Shah Miller has joined the company as Senior Vice President, Global General Manager, Smashbox.She reports directly to John Demsey and succeeds Beth DiNardo, who has made the decision to retire from her position as Global Brand President, Smashbox and GLAMGLOW.

 

 

 

 

 

Arnaud Goullin has been appointed Senior Vice President, Global General Manager, GLAMGLOW.He reports directly to John Demsey and succeeds Paula Pontes, who has decided to step down from her position as Senior Vice President, Global General Manager, GLAMGLOW.

 

 

 

 

 

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!)

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.

  • Dollarcity

Dollarama Inc. announced that it entered into a definitive stock purchase agreement to acquire a 50.1% interest in Latin American value retailer Dollarcity. The purchase price is based on a five times multiple of Dollarcity’s EBITDA, minus net debt and subject to customary adjustments, and will be settled in cash using available free cash flows.As at March 31, 2019, Dollarcity operated a total of 180 stores, with 44 in El Salvador, 54 in Guatemala and 82 in Colombia. Dollarcity’s growth plan to 2029 is to reach a target of up to 600 stores within its three existing countries of operation, with the majority of store growth to be focused in Colombia.Dollarcity’s growth target for the calendar year 2019 is 40 to 50 net new stores. In the first quarter of 2019, Dollarcity had already opened 11 net new stores. The transaction, which is subject to customary closing conditions, is expected to close in August 2019. Dollarama will account for its investment in Dollarcity based on the equity method.

  • Flybondi

The National Civil Aviation Agency (ANAC) of Brazil authorized on Tuesday 2 July 2019 the Argentine airline Flybondi Líneas Aéreas to initiate regular international operations towards the Federative Republic of Brazil. The authorization will allow the airline to register routes and start selling airline tickets in the country.The low cost airline Flybondi of Argentina obtained the authorization of the National Agency of Civil Aviation of Brazil to start operating regular international flights in Brazil. The endorsement was granted during a meeting of the Board of Directors of the Brazilian agency, which will allow the Argentine company to register the routes and start selling the tickets.Flybondi will start flying to Brazil from 4Q2019. After receiving authorization from Brazil, Flybondi announced its new international route that will start operating from October 2019: The first commercial air route will be Buenos Aires/Palomar-Rio de Janeiro / Galeão.It will be the third international destination of the airline that flies to Asunción (Paraguay) and the route to Punta del Este (Uruguay) that operated in summer. Regarding rates, announced promotional prices for the launch.Flybondi launched its new international route: Buenos Aires-Rio de Janeiro, which will start flying from October 2019 with a promotional rate of AR$ 3,600 per section. The route will link El Palomar Airport and Galeão International Airport and will have 3 weekly frequencies: Wednesdays, Fridays and Sundays. It will be the third international destination of the airline.

  • 1xBet

C Barcelona and 1xBet have signed a new sponsorship deal whereby the online betting company will become a new Global Partner of the club for the next five seasons, through 30 June 2024. The agreement, which came into effect on July 1, is part of the club’s global expansion strategy, and also relates to its mission to source the best possible partners in different categories to help it to maintain its leading position not just on the field but also in terms of sports sponsorship and marketing, FC Barcelona explained in a statement.As a result of this agreement, FC Barcelona and 1xBet will be working together in different activations from a wide range of assets, including access the players to create promotional material and marketing campaigns.1XBet is a leading international gaming and technology company with more than 12 years of experience in the field, and offices in Europe, Asia and Latin America. The company has sponsorship deals in place with major rights holders including Serie A and Tottenham Hotspur, to name a few.

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.

  • Radisson Resort Paracas

Radisson Hotel Group announced it has recently become the fastest growing global hotel company in Peru with the opening of Radisson Resort Paracas. The newly constructed hotel is located on Peru’s coastline with incredible views of the Pacific Ocean. Radisson Hotel Group is rapidly expanding in Peru with five hotels now in operation and another hotel set to open this summer. Peru will soon feature three of Radisson Hotel Group’s brands; Radisson, Park Inn by Radisson and Radisson RED. Many of the hotel’s are located within the flourishing Lima District, including Radisson Hotel Decapolis Miraflores, Radisson Hotel San Isidro and Radisson Hotel Plaza del Bosque. The sleek and modern Park Inn by Radisson Tacna provides a quiet getaway for guests visiting southern Peru. Radisson Resort Paracas is the first of two hotel openings in Peru this summer. Radisson RED Miraflores is scheduled to open August 2019.The newly opened Radisson Resort Paracas will serve as a top destination in the country along Peru’s west coast. The hotel features 150 guest rooms and suites. The infinity pool overlooking the ocean provides the perfect environment to relax and unwind.Radisson Hotel Group is celebrating 30 years in Latin America. Radisson Paraiso Hotel Mexico City celebrated its 30th anniversary earlier this year. This was the first Radisson to open in Mexico, which led the expansion of Radisson Hotel Group’s portfolio of hotels throughout Latin America.

Join us at PORTADA Mexico!