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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.

  • Miller Coors

New Mexico State Director of Athletics Mario Moccia announced the department’s first official beer partnership through its multimedia rights holder NM State Sports Properties with Miller Coors for the inaugural Aggie Football Hispanic Heritage Day for the upcoming 2019 season – which will also serve as the home-opener for the Aggies.Under this new one-year partnership, Miller Coors will have co-branded marketing rights, and presenting sponsorship rights to NM State’s first-ever Hispanic Heritage Day; set for Saturday September 14, as Los Aggies take on Las Aztecas of San Diego State at Aggie Memorial Stadium. Hispanic Heritage Day will include many activities for the community to enjoy such as themed food trucks, live DJ and mariachi bands – including the US Army National Guard Mariachi Band. In addition, world-renowned artist and El Paso native Jari “WERC” Alvarez will be creating a one-of-a-kind NM State themed live mural prior to kick-off inside Aggie Memorial Stadium. Hispanic Heritage Day will celebrate the history and culture of Southern New Mexico and Mexico.  Fans can expect Hispanic-themed food, games and entertainment during pre-game activities and a few surprises during the game. Stay up to date with Hispanic Heritage Day by following NM State Aggies or The Las Cruces Hispanic Chamber of Commerce on all social media platforms.

 

  • MindSciences

MindSciences has released a Spanish version of Eat Right Now, its award-winning app clinically proven to decrease food cravings by 40%.  According to Mark Mitchnick, MD, CEO of MindSciences, “With Spanish being one of the most spoken languages worldwide and the second most common in the US, it only makes sense that we offer our apps in Spanish.  Eat Right Now is the first to be translated and our other apps will follow soon.” Eat Right Now is one of 3 apps currently offered under the DrJud brand. The app is specifically designed to work as a standalone therapeutic, but can also be used in conjunction with any structured diet program should the user desire. MindSciences helps individuals lead healthier and happier lives through behavior change via evidence-based digital therapeutics for overeating, anxiety and smoking cessation. The company’s suite of digital therapeutics apps use mindfulness learning techniques to manage addictions, cravings and behavior.Dr. Jud Brewer, the lead scientist at MindSciences, is a recognized expert in behavior change.

 

  • Visit Philadelphia

In a summer-long marketing campaign, Visit Philadelphia aims to woo Latinx travelers for an overnight stay by highlighting the sights, sounds and smells of the city’s outdoor and nightlife scenes.The agency launched the campaign in June with TV ads on Telemundo and social media postings by East Coast Latinx influencers touting Philadelphia’s assets. But it also expands its messaging to the mainstream, by placing ads in public spaces such as New York’s Penn Station, metro stops and highways to funnel visitors to the 38th Annual Hispanic Fiesta, the Latin Alternative Music Conference, or Salsa at Spruce.Jeff Guaracino, president and CEO for Visit Philadelphia, describes it as a “bold” marketing effort that aims to reach two million Latino travelers with its Spanglish messaging — “Pero there’s so much more” — that Philly is diverse and a good fit for all. According to Forbes, the U.S. Hispanic market has US$1.7 trillion in purchasing power, while Philadelphia is the second-largest city on the East Coast and geographically centered — and within ground transportation distance — from 45 million residents.The campaign includes a five-part video series featuring Latinx influencers from Florida to New York discovering Philly for the first time.

 

  • P&G

P&G’s My Black is Beautiful, the cultural platform, has launched a collection of haircare products available exclusively in Sally Beauty stores nationwide and online. For over 10 years, the My Black is Beautiful platform has engaged in conversations with women in their community who are continuously seeking products to help her achieve her hair goals, no matter how she chooses to wear it.  From this insight, the My Black is Beautiful haircare line was born – a collection of care, treatment and styling products formulated for the unique and diverse hair types in the community. “The My Black is Beautiful line of hair products was inspired by the 2.6 million women in our online community who have evolving and diverse beauty needs,” said Lela Coffey, brand director of multicultural beauty at P&G. “With Sally Beauty and My Black is Beautiful’s collective focus on serving the needs of the online community, and P&G’s vast technical knowledge of textured hair, the two companies established a partnership to deliver a new haircare line that is both inspired by and designed by Black women.”

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.

  • Century 21 Real Estate LLC

Century 21 Real Estate LLC announced that 34 of its affiliated agents held industry-best top positions in the eighth annual National Association of Hispanic Real Estate Professionals (NAHREP) Top 250 Latino Agents Report that recognizes outstanding Hispanic real estate agents and teams whose hard work and dedication has led them to close an outstanding number of transactions in an effort to increase the rate of sustainable Hispanic homeownership in communities across the country. The 34 CENTURY 21®System members represent 13.6% of the honorees on the Top 250 list, the second highest total among all real estate companies, as well as 137 total distinctions and 86 unique individuals on the overall report*. The continued presence of CENTURY 21 affiliated agents and teams on the NAHREP list signifies an important part of the brand’s commitment to Hispanic homeownership and entrepreneurship.In addition, the Top 25 Millennial Teams category featured three members of the CENTURY 21 family, including the #4 spot going to Nora Aguirre, CENTURY 21 Americana Nora Aguirre Team. The Top 100 individual volume category included seven CENTURY 21 honorees, and in the Top 50 Teams category, the C21® brand earned three spots. Century 21 Real Estate LLC is a subsidiary of Realogy Holdings Corp., a global leader in real estate franchising and provider of real estate brokerage, relocation and settlement services.

 

  • Northwestern Memorial Hospital

Northwestern Memorial Hospital recently launched the Northwestern Medicine Hispanic Brain and Spine Tumor Program in Chicago to make life-saving neurological care more accessible for the Hispanic and Latino population by removing cultural, linguistic barriers to patients who speak Spanish. Led by neurosurgeon and Mexico City native Dr. Adam Sonabend, the program aims to provide patients with brain and spinal tumors and their family members personalized care in Spanish from diagnosis to treatment. The program also provides one-on-one support with a care team member who will help assist in travel plans, airfare, hotel accommodations, banking services and connecting the patient and family with places of worship, if desired. “With this program, patients will be able to pick up the phone to schedule an appointment in Spanish, understand their diagnosis and treatment options, and undergo treatment and surgery including brain mapping for language in the operating room in Spanish. They also receive care by a clinician in Spanish at all follow-up appointments and while recovering at the hospital,” said Adam Sonabend, MD, neurosurgeon and director of the Hispanic Brain and Spine Tumor Program at Northwestern Memorial Hospital.

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.

We are excited to announce that Jennifer Leonard, Director of Multicultural at Haworth Media+Marketing is joining the Portada Agency Star Committee, one of the six units of Portada’s Council System. The board’s next in-person meeting will be at Portada NYC on September 11, 2019.

A 20+ year U.S. multicultural media industry veteran, Jennifer has experience across strategic planning, channel planning and investment agency verticals and a vast category portfolio (Retail, Auto, Telecommunications, QSR, Insurance/Financial Services).

She’s an expert in inter-agency communication and process for total market strategies.

Currently, she is the Director of Multicultural Strategy for Haworth Media+Marketing in Minneapolis, including the Hispanic, African-American, Asian and LGBTQ+ audiences.

Welcome, Jennifer, to Portada’s Council System!

What: The U.S. Supreme Court has ruled against the addition of a citizenship question to the 2020 census. President Trump has also announced that he is asking his legal team to delay the 2020 census.
Why it matters:  If the government managed to sneak the question into the census, undocumented migrants would be afraid of answering, which would cause a major undercount of the Hispanic population, as a substantial amount of Hispanics are citizens of Latin American countries.  This would diminish the rationale of marketing against this very important part of the U.S. population.

The U.S. Supreme Court has ruled against the addition of a citizenship question to the 2020 census. The Trump administration allegedly wanted to include this question because it would allow for better protections for minority voters, but the justices decided that the administration did not provide enough justification for including the question.

As a response, President Trump tweeted that he will try to delay the census until he can include the question. Because the justices sent the case back to a lower court, there’s a possibility that he could somehow provide the necessary justification for the citizenship question.

Also by Portada: GroupM’s Frances Rubio: “From a Data Perspective, the 2020 Census Will Add a Layer of Understanding of the U.S. Population”

What Does the Citizenship Question Mean for Marketing?

David Queamante discusses citizenship question implications
David Queamante

If the question were somehow included, the main consequence would be that immigrant households would refuse to answer. In the words of David Queamante, SVP, Client Business Partner at UM Worldwide, “a citizenship question might dissuade undocumented Hispanics, or Hispanics that are in the naturalization process (but not yet citizens) from responding to the census.” This would worsen an issue that started a long time ago. As Queamante explains, “for a long time there have been estimates that millions of resident Hispanics don’t complete the census. With the citizenship question, we would expect to see even more people disappearing from the census. Then, from a marketing perspective, it might ‘appear’ as if the Hispanic population was diminishing, or not growing at the rapid pace that we know it is.”

When asked about how a census delay could impact media buying, Queamante mentions it would not really have an effect. “The census takes quite a bit of time to be processed, and then applied to the population estimates that we use for our media math,” he points out. “In the meantime, we would continue to use the data we have available – whether that’s Nielsen population estimates, or the annual Census ACS reports.”

Will the 2020 Census Paid Media Campaign be postponed?

If the Trump administration succeeds in delaying the 2020 census, the paid media campaign to promote the Census could also be postponed. In 2016, the U.S. Census Bureau awarded its 2020 decennial census-integrated communications contract to Young & Rubicam (Y&R). Team Y&R taps into the expertise of 17 agencies, covering the capabilities and expertise needed for such a complex outreach effort. Agencies working with Y&R in the 2020 Census effort include Culture ONE World for Spanish-language media buys and Hogarth, which supports transcreation and in-language adaptation in more than 50 languages across 200 markets.

 

 

 

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.

  • Fandango 

Fandango in Sales Leads LatAm

Fandango Latin America, the region’s leading online movie ticketing service, announced that it is leveraging CleverTap’s Intent Based Segmentation (IBS) capability to improve marketing results and accurately predict campaign ROI. IBS helps the Fandango team optimize purchase experience, increase retention rates and improve outcomes for undecided users with personalized content. IBS is a segmentation technique that uses CleverTap’s Coeus Data-Science Engine to segment an audience based on how high (or low) their intent is to perform (or not perform) a set of actions such as uninstalling an app or purchasing a ticket. Using three Intent Segments – Most Likely, Moderately Likely and Least Likely – IBS enables highly-targeted messaging campaigns that drive niche user groups toward a path of conversion. Fandango LATAM is moving away from static rule-based marketing to goal-based marketing that identifies the most likely customer segments to accomplish an outcome based on dynamic, real-time digital interactions of users for a much more contextual and scalable approach.

 

  • Linio Colombia 

Linio Colombia in Sales Leads LatAm

Ingenico ePayments, the ecommerce division of Ingenico Group, announced that it will provide Linio Colombia with advanced payments services, offering its customers an enhanced shopping experience. Linio is a leading online marketplace in Latin America where customers demand smooth and intuitive payment. Ingenico will lead this effort by providing optimized payment solutions to Lino’s customers. Linio and its shoppers will benefit from Ingenico’s extensive experience working for leading ecommerce companies and global partners in more than 170 countries. Ecommerce is one of the most developed sectors in Colombia. Sales have increased by more than a whopping 230 percent from 2013 to 2017.

 

 

  • JetBlue 

Jetblue in Sales Leads LatAm

JetBlue announced it will introduce new nonstop service between New York’s John F. Kennedy Airport (JFK) and San José, Costa Rica’s Juan Santamaría International Airport (SJO) beginning November 1, 2019 (a). Service will operate three times weekly on Fridays, Sundays and Tuesdays.San José – Costa Rica’s capital and largest city – is home to more than 300,000 people and boasts museums, parks, cultural spots, as well as a variety of bars and restaurants. It also serves as a central jumping off point for travelers interested in hiking, visiting rain forests or exploring national parks.New York-JFK service in San José will complement JetBlue’s daily service between Costa Rica’s capital and the airlines’ focus cities in Fort Lauderdale and Orlando. Additionally, JetBlue also offers nonstop service, including seasonal Mint flights, to Liberia, Costa Rica from the airline’s home at New York-JFK. JetBlue first began serving Costa Rica with San José service more than a decade ago in March 2009.

 

 

  • Isolite

Isolate in Sales Leads LatAm

Latin America’s second-largest Coca-Cola bottler, Arca Continental has rolled out its Isolite functional soft drink brand. Produced and developed in Mexico, the coconut water-based beverage aims to bring hydration levels to consumers exposed to high temperatures, strenuous work conditions or to avoid a hangover.Isolite, which will be available in three flavours, was created by the Coca-Cola Center for Innovation & Development in the country. The brand has also secured ‘official rehydrator’ status for the Mexican Red Cross.Earlier this year, Arca confirmed a MXN13bn (US$680m) investment this year across its operations in Mexico, the US and South America.

 

 

 

 

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

 

  • Ford Motor Company 

Driving Dreams 2019 in Sales Leads LatAm

Ford Motor Company Fund, the philanthropic arm of Ford Motor Company,  returned to Panama to kick-off Ford Driving Dreams 2019 with a day of high-energy and goal-setting activities for 300 middle school students. It has invested more than US$400,000 in educational scholarships, grants and resources in Panama.The event was for students with good academic standing from ten public schools located in some of the most vulnerable areas of the province of Herrera, San Miguelito.The students from the participating schools will have the opportunity to compete in the “What Drives Your Dreams?” essay contest to win scholarships. These scholarships will help students and their families defray the cost of school supplies, books, transportation, and other basic needs that often prevent students from completing the school year and moving on to the next grade. Ford Driving Dreams was designed by Ford Motor Company Fund to help youth graduate on time and pursue higher education. The initiative has impacted more than 200,000 students across the United States, Puerto Rico, and Latin America since it was launched in 2012.

 

Join us at PORTADA Mexico!

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!)

Business Bureau names Agustina Di Genaro MBA | Planning & Operations Director.

 

 

 

 

 

 

Andrea Davila Jolly is Banco Azteca new Marketing Director. Andrea comes from BBDO México, where she was VP Client Services Director & Latin America Regional Director for the last 7 years.

 

 

 

 

 

Pancho Cassis has been named agency DAVID new  Global Chief Creative Officer & Partner. 

 

 

 

 

Loraine Ricino joins Gol Líneas Aéreas Inteligentes as the new Marketing Director. Prior to this appointment, Loraine was the CMO of Smiles loyalty program.

 

 

 

Nokia announced the appointment of Fernando Sosa as the new Head, Southern Cone, Central America, Andean & Caribbean Region.

 

 

 

 

 

Thomas Owsianski is Volkswagen Group Argentina new President & CEO, effective September 1st. He will report to Pablo Di Si, President & CEO Volkswagen LatAm.

 

 

 

 

 

 

 

 

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 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 editions, click here.

 

  • Sprint

Sprint wants customers to connect simply and affordably with friends and family across the globe. Starting today, Sprint is offering two new international long-distance options that allow customers to call Colombia, El Salvador, Honduras, Guatemala and Venezuela from the United States. The new offers, Colombia Unlimited and 200 International Connect, provide customers one of the greatest values that Sprint has ever offered for international long distance – just US$5 extra per month on select unlimited plans.With Sprint Unlimited plans, customers also get unlimited talk, text and 5GB of 4GLTE data while roaming in Mexico and Canada.In addition to Colombia Unlimited and 200 International Connect, Sprint offers a variety of international long-distance plans, such as Sprint International Connect.Sprint’s Unlimited Basic, Plus and Premium plans give unlimited calls and texts to Mexico and Canada at no additional cost. Francisco Morillo, Digital Marketing Manager – SEM & SEO at Sprint  is a member of Portada Council System.

 

  • New Balance

New Balance has appointed MullenLowe PR as it looks to reactivate earned media, PRWeek has reported. The new team will operate between the agency’s New York and Boston offices with support across MullenLowe Group’s 65-market global network. The agency will support New Balance across product categories, including running, basketball, baseball, tennis and lifestyle. The relationship builds upon an existing one New Balance has with MullenLowe Mediahub, a sibling agency that has been responsible for media planning and buying for New Balance since 2018.

 

 

 

  • Mama Tere

Family Food Distributors, a specialty food distributor, announced the re-launch of their private label Mama Tere in 2020, Hispanic Abasto reports. Mama Tere’s new proposal will be to present the home recipes that Hispanic families enjoy every day. It will have a fresh, clear image that personifies who Mama Tere is.

 

 

  • Pollo Campero 

Pollo Campero, the Guatemalan restaurant chain known for its Flavorful Chicken Meals, was named “Emerging Partner of the Year” by ALSAC/St. Jude Children’s Research Hospital. Since Pollo Campero’s arrival in the United States, it has shown its commitment to the people and communities it serves by supporting different initiatives at the local market level. In all, since the launch of its campaign in the United States, Pollo Campero – its team members, franchisees and guests – have raised more than US$95,000.

 

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.

 

  • Michelin

Michelin North America has selected Interpublic Group’s Weber Shandwick as PR AOR. Ketchum was the incumbent. The firm will be responsible for Michelin North America’s corporate, B2B and consumer PR across the U.S., according to a release. In 2017, Michelin appointed Havas Media as its global media agency of record after a competitive review. Havas handles media planning and buying duties for all of the company’s major markets including the United States, Mexico, Canada, France, Spain, Germany, the United Kingdom and China.

 

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!)

César Recalde has been named as MediaCom’s new CEO for Latin America and Caribbean. He takes up the role with immediate effect and will oversee MediaCom’s fast-growing regional network.  César joins from GroupM, where he was Chief Business Development Officer for Latin America. 

 

 

Luis Barrague has been promoted to CEO at Headway, the global marketing tech company that was acquired by Entravision in 2017. He will replace Headway co-founder Martin Kogan, who left the company.

 

 

 

 

 

 

Alma Villanueva is the new Head of Marketing at Grupo Lala. Previously, she was Marketing Manager of Jugos Del Valle-Santa Clara.

 

 

 

 

 

 

Avianca Holdings and Avianca S.A. announce that Anko van der Werff was appointed as Executive President and CEO of Avianca Holdings S.A. and as President of Aerovías del Continente Americano S.A. Avianca. With more than 19 years of experience in the airline industry, his last position was Executive Commercial VP of Aeromexico.

 

 

Alejandro Fishman has been appointed Head of Trading at GroupM Argentina.

 

 

 

 

 

 

Jorge Portugal has been named Director Of Business – Americas at Renault. He replaces Ricardo Gondo, recently promoted to President of Renault Brazil.

 

 

 

 

Lorena Zicker is Amazon Web Services (AWS) new Public Sector Sales Leader-Southern Cone.

 

 

 

 

 

 

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

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

For prior Sales Leads LatAm editions, click here.

 

  • PepsiCo 
Pepsico in Sales Leads LatAm

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

 

  • P&G
P&G in Sales Leads LatAm

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

 

 

  • Cinépolis
Cinépolis in Sales Leads LatAm

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

 

 

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

 

  • allpago
Allpago in in Sales Leads LatAm

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

For prior Sales Leads LatAm editions, click here.

Join us at PORTADA Mexico!

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

For prior Sales Leads editions, click here.

 

  • McDonald’s

Davis Elen, one of the largest independently owned advertising agencies on the West Coast, announced it has been selected as the media agency of record for seven McDonald’s co-ops across the U.S.  The co-ops include McDonald’s Operators Association of Southern California, Western Washington Operators Association Seattle Area, Tri-States McDonald’s Operators Association, Oregon State Cooperative, Montana State Co-Operative, Southern Plains Operators Association and the Baltimore-Washington-Eastern Shore Regional Advertising Association.  Adding the new media planning and buying responsibilities to the existing strategy and creative work developed by the agency establishes a fully integrated partnership, which covers core aspects of each co-op’s local marketing effort. Davis Elen will now be responsible for overseeing approximately US$50 million in media buys across all channels, including broadcast, outdoor, print, digital, social and mobile, supporting the 1,946 restaurants that comprise the seven McDonald’s co-ops.

 

  • Perfect Snacks®

Mondelēz International announced an agreement to acquire a majority interest in Perfect Snacks®, a pioneer in the fast-growing refrigerated nutrition bars segment. With a range of refrigerated offerings including the Original Refrigerated Protein Bar™, Perfect Snacks’ organic, non-GMO, nut-butter based protein bars and bites are a great addition to Mondelēz International’s portfolio of global and local brands which includes Oreo, Cadbury, Milka and belVita, as well as Tate’s. With a loyal consumer base and increased distribution in U.S. retailers, the Perfect Snacks product range has recently expanded from the original Perfect Bar®, to include exciting innovations like Perfect Kids™ Refrigerated Snack Bars and Perfect Bites™ Refrigerated Protein Snacks. In 2018, the business generated approximately US$70 million in net revenue, with strong double-digit growth year-on-year. Mondelēz International plans to operate Perfect Snacks as a separate business in order to nurture its entrepreneurial spirit and maintain the authenticity of the brand, while providing resources to help accelerate growth. The current senior leadership, including Bill, Leigh and Charisse Keith, will continue to run the business from its headquarters in San Diego, California and they will retain a significant minority equity interest in the company. All Perfect Snacks products will continue to be made at their current manufacturing locations. The transaction is expected to create growth opportunities by using the scale and resources of Mondelēz International to expand consumer penetration and U.S. distribution of Perfect Snacks’ products and future innovation.

 

  • Papa John’s

Papa John’s is putting an additional US$80 million into marketing and increased financial support for U.S. franchisees, according to Adage, as the chain continues to try to recover from a sharp decline in sales. The announcement comes just a few months after the firm closed a deal with basketball star Shaquille O’Neal to be a brand ambassador, franchisee investor and company board member.Papa John’s works with Endeavor Global Marketing and Havas Media. The brand will invest the additional funds in programs, starting in the third quarter, including “significant, additional contributions” to its national marketing fund and will extend financial assistance to its U.S. franchisees.The company operates 100 fewer locations now than it did at the beginning of January 2018, as franchisees in some markets closed locations as sales fell. Papa John’s has more than 3,300 locations in the U.S.

 

  • TGI Fridays

Casual restaurant chain TGI Fridays has appointed McCann to handle its U.S. creative advertising account. The account will be based in McCann’s New York office. The agency will collaborate with sibling shop UM, which won TGI Friday’s estimated US$45 million U.S. media account earlier this year. TGI spent nearly US$30 million on measured marketing domestically in 2018, according to Kantar Media. In the first quarter of 2019, it spent nearly US$12 million.

 

 

 

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.

 

  • Ria Money Transfer

Poni, a financial technology innovation company, and Ria Money Transfer, a leading global player in the international remittances market, have formed an alliance that provides beneficiaries with ubiquitous access to their cash through Poni’s zero-fee, ATM payout solution. In order to use this new product, beneficiaries only have to purchase and register a Poni Cash Card. This card becomes their key to access any of almost 50,000 ATMs throughout Mexico. Ria’s customers and their families can take advantage of this technology, affording them the convenience of picking up their cash, when and where they need it. Given Ria’s parent company Euronet Worldwide, which brings its 25-year history of owning and operating ATMs together with Euronet and Ria’s successful ATM payout product in Europe, the extension of a relationship with Poni to enable payout at the ATM in Mexico was a natural fit.Technological innovations in the financial services market are enabling new ways to make transactions faster, easier, and more accessible to end users. A clear beneficiary of such innovation is the market of international remittances, one of Mexico’s top-three sources of income.

 

 

What: MAGNA has released its summer 2019 update of advertising forecasts, which predict the Latin American advertising market to grow by +7.3% this year.
Why it matters: Global market growth is slowing down compared to the record growth recorded in 2018 (+8%), mostly due to the lack of major cyclical events in 2019.

 

According to the latest MAGNA report, global advertising revenues are forecast to grow by +5% to reach US $600 billion in 2019. This is 3% less than 2018 growth, a difference that is due to the absence of major cyclical events this year. As the report mentions, this lack of cyclical events will affect editorial media that generally benefit from them, such as TV, print, radio, video, etc. Magna predicts editorial ad revenues to stagnate at US $366 billion this year, while direct digital ad sales, including search and social formats, will grow by +15%.

“Global ad spend continues to grow as the economy remains strong in key markets but two factors are slowing down the growth rates in 2019: one is cyclical (the lack of major events in 2019, following a record year in 2018) while the other is structural,” said Vincent Létang, EVP, Global Market Intelligence at MAGNA, and author of the report. “Digital ad formats now account for more than half of total advertising sales. However, product innovation (smart homes, cloud services, OTT, 5G) and marketing innovation (direct-to-consumer brands) will continue to drive ad spend growth this year and the next.”

Among the key predictions in the report, MAGNA forecasts ad spend will grow in all key markets this year, television ad revenues will shrink by -2%, print ad sales will decline by -10% and radio by -1%. Also, OOH will continue to outperform traditional media, and social media will be the fastest-growing digital format in 2019 (+23%) ahead of video (+22%), and search (+13%).

Also, MAGNA predicts that digital advertising revenues will grow by +14% this year, to reach US $304 billion, more than half of the total global advertising economy (51%). In 2020, digital advertising will grow by double digits again. The report points out that digital advertising growth has slowed down compared to the previous four years, which had been expected because digital media penetration is now near universal in many markets. However, growth remains strong: MAGNA anticipates search ad sales to grow by +13% this year, while social ad sales will grow by +23% and digital video by +22%.

Moreover, MAGNA’s report states that the fastest-growing markets will be Argentina and the Ukraine (both +22%) where ad spend is driven by hyper-inflation. Other emerging markets that will grow around doublé digits or more are India (+15%), Egypt (+19%), Vietnam (+11%), and Brazil (+9%). Asia Pacific and Latin America will be the fastest growing regions (+7.4% and +7.3% respectively).

For 2020, MAGNA forecasts global advertising to grow yet again, for the eleventh consecutive year. Linear ad revenues will reportedly stabilize while digital ad sales will grow by +11%. Total advertising sales will reach US $627 billion thanks to the return of events like the Summer Olympics, the U.S. Presidential elections, and the European Football Championship.

 

 

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.

 

  • HSBC

HSBC wants to triple both onshore and offshore revenues, profits and ebitda in Brazil within five years.HSBC sold its corporate and wholesale banking operations as part the sale of its full Brazil business to Bradesco in 2016.The global bank immediately opened a new Faria Lima-adjacent office in São Paulo to support the international business for Brazilian clients.  At the end of last year, the bank had 65 employees; it now has 100 and expects to close the year with a headcount of between 120 and 140. Alexandre Guião, president of HSBC Brazil,expects HSBC to have around 180 to 190 employees in Brazil by the end of 2020, Euro Money reported.The strategy behind that growth is to become a full-service wholesale and investment bank; there are no plans to re-enter retail or onshore private banking.

 

 

  • Palace Resorts

Palace Resorts – the company that sets the standard in five-star, luxury all-inclusive resort accommodations- announced the restructuring of its in-house marketing teams. Palace Resorts, which has previously managed its marketing and public relations efforts alongside some of the best marketing & advertising agencies, has decided to bring its efforts completely in-house, by building a global marketing team.Palace Resort’s various brands market to a variety of segments in the travel space on a global level including direct consumer, travel industry professionals and those selling meetings and incentives. These marketing efforts are done not only in key markets such as the United States & Canada, but also to other international key vital markets that include Mexico, Latin America, the UK, and Japan among others. To maintain synergies across all world markets, it was important to build a stellar team that could accomplish the task of maintaining brand voice regardless of location or market segmentation. This approach allows the brand to have better control of its brand identity on a worldwide scale.The in-house global marketing & public relations structure is comprised of a team of over thirty talented professionals that include, creative, strategy, digital and content marketing, as well as a team of communication pros. Gerardo Garcia, Vice President Sales & Marketing at USA PALACE RESORTS is a member of Portada´s Travel Marketing Board. 

 

  • The Unicomer Group

The Unicomer Group opened its MegaStore in Aruba, a one-stop shopping concept with six brands under one roof including AMC Unicon, Ashley HomeStore, Optica Unicon, Home and Nature, RadioShack and Smit & Dorlas Coffee Shop, offering a large assortment of products for everyday living, entertainment and enjoyment. The Unicomer Group operates more than 1,100 stores throughout the Caribbean and Latin America, with its retail brands: Courts, Courts Optical, Shop Courts, AMC Unicon, Lucky Dollar, ServiTech, Omni, RadioShack, Ashley Furniture HomeStore, Home and Nature, Ready Cash, Price Hacker and Hagemyer.Unicomer Group brings well-being to more than 1.5 million customers in the market, through the sale of its prestigious brand products at affordable prices. The Group continues with its plans of expansion, and consolidates once again as leader of the retail industry in 26 countries throughout Caribbean, Central America, South America and U.S.A. With the project investment the group will benefit both the local economy and Unicomer Aruba to re-affirm its commitment to positively impact the wellbeing of the countries where it operates.

 

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.

 

  • CenturyLink

CenturyLink, the second largest U.S. communications provider to global enterprise customers, is making a significant investment to expand its network in the South Florida market. Located in Miami – the gateway to Latin America – the new facility will also help the company serve the skyrocketing demand for enterprise services in Latin America, as well as from South Florida organizations doing business there.The expansion includes a new network gateway, to manage the flow of internet and data traffic on CenturyLink’s robust global network, and a state-of-the-art, high-efficiency data center. Together, they will help drive IT agility for South Florida and Latin American customers for years to come. The gateway will connect to nearby sub-sea landing stations, which provide access to sub-sea communications cables, and a large colocation facility that serves Latin America.

 

  • Choice Hotels International, Inc

Choice Hotels International, Inc. continues to expand through franchise agreements. Choice Hotels relies heavily on expansion in domestic as well as international markets. In the first quarter of 2019, this hotelier awarded 79 total franchise agreements. Alongside domestic growth, the company continues to expand its international footprint in new countries. Key international operating markets include Spain, Colombia, Panama, the Caribbean and Canada. The brand ecently strengthened its presence, with the launch of Clarion Pointe. Expansion of the brand is expected to occur through 21 Clarion Pointe franchise agreements. Meanwhile, in the last year, the company announced an alliance with Sercotel, a leading hotel operator and franchisor based in Spain. This alliance will enable the extension of Choice Hotels’ global footprint in Spain and other markets as well as the creation of opportunities for additional hotel development across Europe and Latin America.

Join us at PORTADA Mexico!

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!)

 

 

GSMA, a trade body that represents the interests of mobile network operators worldwide, has appointed Javier Piñeiro new Head of Latin America amid the region’s mobile boom. Piñeiro comes to the mobile alliance from a previous position as Google’s Commercial Director, which he held from January of 2012 to July of 2018.

 

 

 

 

Adriel Labbé is the new Marketing Director of Pernod Ricard Argentina.

 

 

 

 

 

 

Agency Mercado McCann Argentina has appointed Maria del Pilar Echeverria Planning Director.

 

 

 

 

 

 

 

Dentsu Aegis Network Media has appointed Jonathan Scarpetta as Chief Strategy Officer for the Latin American region. He will report to Mauricio Sabogal, Chairman DAN Media & President of Amplifi Latin America.

 

 

 

 

 

Alexandre Antonello is the new Head of Marketing – Latin America and Caribbean at Burger King Corporation. He will be based in Miami.

 

 

 

 

 

 

 

Palace Resorts announced the restructuring of its in-house marketing teams and new appointments:

 

 

 

Kathy Halpern has been promoted to Vice President of Global Marketing, overseeing all digital, branding and marketing efforts.

Michelle Catin has been promoted to Senior Director of Marketing, supporting all digital and traditional marketing, as well as social media efforts.

Peter Baedita is the new Creative Director while Juan Zuluaga is the new Digital Marketing Manager.

Kelly Liszt has been named Senior Copywriter.

Cessie Cerrato has been promoted to Vice President of Public Relations.

 

 

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

For prior Sales Leads editions, click here.

 

  • Toyota

Before customers even step foot in a dealership, Toyota has partnered with Conill and 8th Wall to develop an interactive augmented reality (AR) mobile ad unit for the launch of the greater than ever 2020 Toyota Corolla sedan. The immersive web-based experience allows potential customers the ability to bring the car into their own environment, where they can explore the car’s features from the convenience of a mobile device.The Toyota Corolla Sedan web-based AR experience initially appears as a mobile banner ad. Once clicked, the user’s camera is accessed to enable the AR experience, and a Toyota Corolla sedan appears in the user’s environment. The Spanish-language mobile ad unit includes interactive hotspots that highlight three key features of the vehicle: its moonroof, LED headlights and 18-inch alloy wheels. The user is prompted to explore these features up close and can even go inside the car to view its interior in 360 degrees.This Corolla Sedan interactive AR unit is a first for the brand, as it uses 8th Wall technology, meaning the 3D model is interactive, providing users the ability to tap and turn the headlights on, open the moonroof and tap to see the 18-inch wheels turning.The ad unit will be served to customers in the United States with Android devices, with plans to include iOS customers later this year.  

 

  • Palace Resorts

Palace Resorts – the company that sets the standard in five-star, luxury all-inclusive resort accommodations- announced the restructuring of its in-house marketing teams. Palace Resorts, which has previously managed its marketing and public relations efforts alongside some of the best marketing & advertising agencies, has decided to bring its efforts completely in-house, by building a global marketing team.Palace Resort’s various brands market to a variety of segments in the travel space on a global level including direct consumer, travel industry professionals and those selling meetings and incentives. These marketing efforts are done not only in key markets such as the United States & Canada, but also to other international key vital markets that include Mexico, Latin America, the UK, and Japan among others. To maintain synergies across all world markets, it was important to build a stellar team that could accomplish the task of maintaining brand voice regardless of location or market segmentation. This approach allows the brand to have better control of its brand identity on a worldwide scale.The in-house global marketing & public relations structure is comprised of a team of over thirty talented professionals that include, creative, strategy, digital and content marketing, as well as a team of communication pros. Gerardo Garcia, Vice President Sales & Marketing at USA PALACE RESORTS is a member of Portada´s Travel Marketing Board. 

 

 

  • Valvoline

Univision Deportes announced the official roster of sponsors for its coverage of the 2019 Concacaf Gold Cup (“Copa Oro 2019”). More than 20 brands from across categories have signed on to be part of Univision Deportes’ (UD) exclusive Spanish-language coverage of the only international competition this summer featuring the U.S. and Mexican men’s national teams. UD will telecast all 31 matches live in primetime across three networks: Univision, UniMás and Univision Deportes Network (UDN). Additionally, matches will be available on the Univision Deportes app and on UnivisionDeportes.com, with comprehensive coverage provided across the company’s linear and digital portfolio from June 15 through July 7, 2019. Sprint returns to Gold Cup with a 360-sponsorship across linear and digital. The 2019 Gold Cup also welcomes several first-time supporters of the event including Valvoline, Uber Eats, Jeep brand and AT&T. AT&T, Modelo Especial, Victoria Beer, Corona, Mazda, State Farm, Toyota, Bud Light, Walmart and Wells Fargo will activate around the tournament as part of Univision’s partnership with Twitter. Virtual advertising technology will again be seamlessly integrated into this year’s tournament. The innovative virtual executions will be created for Jeep brand, Modelo Especial and Verizon.On Facebook and YouTube, Univision Deportes will launch its local legends branded content series “Tierra de Gigantes” (Land of Giants) Sponsored by Nissan. See Portada´s exclusive interview with Tim Ferrell, Valvoline VP. 

 

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.

 

  • Allergan

Global pharmaceutical company Allergan has named Spark Foundry its U.S. media AOR following a review. Spark Foundry will handle  media strategy and planning, content and analytics for the U.S. Longtime incumbent MediaCom did not defend, according to sources. Allergan spent over US$378 million on measured media in the U.S. in 2018 and a little over US$72 million in the first quarter this year, according to Kantar Media.

 

 

 

  • Hornitos® Tequila

Hornitos® Tequila, a premium tequila brand with a history of challenging the status quo, announced a collaboration with multi-platinum award-winning singer and songwriter Prince Royce to inspire fans to take a shot at moving their music career forward. In collaboration with sweepstakes-for-good platform Prizeo, aspiring musicians age 21 and older have the once-in-a-lifetime chance to win one of three mentoring experiences with Prince Royce, including an in-studio session with the singer in Miami. What is required to enter? The bold willingness to take a chance and a small donation to the League of United Latin American Citizens (LULAC), a cause close to Hornitos and Prince Royce alike.To enter, fans must visit www.prizeo.com/hornitostequila now through July 12, 2019 and donate US$10 or more to LULAC, the largest and oldest Hispanic organization in the United States. Donations will support America’s Hispanic population and LULAC’s efforts to empower aspiring Hispanic Americans. Entrants will have the chance to win one of three experiences with Prince Royce. This opportunity comes as part of Hornitos Tequila’s “A Shot Worth Taking” campaign, which seeks to inspire and encourage fans to get out of their comfort zone and take their shot in life.Nearly 70 years later, Hornitos® continues to push the boundaries of tequila making with innovations such as the barrel aged Hornitos® Black Barrel® Tequila and Hornitos® Cristalino.

 

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

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

Welcome, Nicolas, to Portada’s Council System!

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

What: Standard Media Index has released market actuals and updated media forecasts through 2023. SMI expects the full U.S. advertising marketplace to expand by 8% in 2019.
Why it matters: The TV market is heavily concentrated; the top seven media owners account for 84% of ad spend season-to-date. Through April 2019, upfront revenue is down 0.5% annually. On a two-year basis, upfront revenue was down 3.6% on an average weekly basis.

According to Standard Media Index’s forecasts, U.S. advertising could expand by 8% in 2019 excluding cyclical events like the Olympics and World Cup. While major marketers are anticipated to grow a mere 2.5%, small and medium-sized businesses (SMB), who generally self-manage their ad spending through digital tools, will grow by nearly 14%.

SMI has noted that major marketers have limited incremental investments in search to a +1.6% growth level through the first four months of 2019, down from double-digit growth in 2018. Similarly, incremental investment in social has been reduced to +24% growth level through the first four months of the year from +50% in the same period last year. According to SMI, social grew by over US $150 million in the January to April period in 2018, while in 2019 that figure was “only” US $25 million.

Ad formats across all digital platforms are showing long-term growth. On a two-year CAGR basis, audio is up 7%, search is up 10%, display (driven by social) is up 11%, but video tops the list with growth at 15%. Actually, video is the dominant content and ad format in the U.S. among major marketers, as 63% of ad spending is being invested with video publishers or, growingly, digital video ads on non-video publishing.

SMI points out that the TV market is heavily concentrated; the top seven media owners account for 84% of ad spend season-to-date (Oct. 2018 – Apr. 2019). However, the actual delivery of the 2018-2019 season-to-date is not experiencing the level of advertising activity expected last summer, when it was reported upfront demand was between +3% to +4% overall. In reality, through April 2019, upfront revenue is down 0.5% annually. On a two-year basis, upfront revenue was down 3.6% on an average weekly basis.

 

Top Media Owners (2019-to-date)
10.5% Google
10.4% (new) Walt Disney
9.2% NBC Universal
8.6% CBS Corp.
5.5% AT&T (incl. WarnerMedia)
4.8% Facebook
4.2% (new) FOX Corp.
3.8% Discovery
3.7% Viacom
1.9% Microsoft

Portada is glad to announce Jose Bello has been appointed as Director, Multicultural and Latam at Omnicom’s Icon International Inc. Congratulations, Jose!

 

 

After three years as Senior Director, Total Market at Hearts & Science, long-time Portada collaborator Jose Bello is moving to another Omnicom company: ICON International Inc. ICON helps clients recover value from their underperforming assets in exchange of media. All media purchases made through ICON are at clients’ benchmark pricing and quality; thus, Jose’s mission will be to identify opportunities for clients to consider corporate barter as an efficient way to fund their media investments in multicultural and in LATAM.

Jose is an accomplished veteran in the industry with more than 25 years of experience in marketing, advertising, and media. At Hearts & Science he led the media team in charge of multicultural work for P&G, including the multi-awarded campaign “The Talk”— an effort against racial bias that received 8 Lion Cannes and a Grand Prix, Effies, Reggies, Festival of Media awards, 4A’s, and a TV Academy Emmy Gold Award for Outstanding Commercial in 2018. Prior to Hearts, he was Managing Partner at Mediacom New York where he worked with clients such as Anheuser Busch, MARS, Volkswagen, Subway, Revlon, and Dell, among others. Jose also spent 6 years at Starcom on different roles in Miami, Latam, and a two-year assignment in Russia to manage the Coca-Cola and Novartis accounts.

On his new role at ICON International, Jose will be based out of the newly-opened satellite office in Fort Lauderdale. We wish him good luck in his new endeavors at ICON!

 

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

 

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

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

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

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

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

 

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

 

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

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

 

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

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

 

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

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

 

Portada: Which were some of the most outstanding activations?

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

 

Portada: What has been your main social media strategy?

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

 

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

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

 

 

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

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

 

 

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

 

 

 

 

 

 

 

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

 

 

 

 

 

 

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

 

 

 

 

 

 

 

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

 

 

 

 

 

 

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

 

 

 

 

 

 

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

 

 

 

 

 

 

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

 

 

 

 

 

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

For prior Sales Leads LatAm editions, click here.

  • Apple

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

 

 

  • PepsiCo/ Grupo Gepp

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

 

 

 

 

  • Adsmovil / Rappi 

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

 

 

 

 

  • Visit Orlando

 

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

 

 

  • Mercado Libre

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

 

 

 

 

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

 

 

  • JetBlue

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

 

  • Holiday Inn Piura

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

 

 

  • Tapestry Collection by Hilton

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

 

Join us at PORTADA Mexico!

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

For prior Sales Leads editions, click here.

 

  • FCA

Detroit will again show off the colors of the rainbow this weekend (June 8-9), celebrating lesbian, gay, bisexual, transgender and questioning (LGBTQ) culture at Motor City Pride, an annual two-day festival and parade that is the largest LGBTQ gathering in Michigan.As a key sponsor of the festival and the lead sponsor of the parade, FCA US LLC and the FIAT brand will celebrate their longstanding commitment to LGBTQ employees, communities, customers and issues.A specially-wrapped 2019 Fiat 124 Spider, the brand’s Italian-designed, fun-to-drive roadster, will serve as the grand marshal vehicle of the Motor City Pride parade, which starts at noon on June 9 and ends at Hart Plaza. An additional 2019 Fiat 124 Spider and a specially-wrapped new 2019 Fiat 500X will accompany the grand marshal vehicle in the parade. GALA is one of seven Business Resource Groups at FCA US representing a range of affinity communities: African-American, Hispanic, Asian, LGBTQ, Veterans, Native Americans and Women.FCA US Business Resource Groups are employee-directed and individually and collectively pursue initiatives that enhance the FCA US work culture by focusing on career development of members, celebrating multicultural differences and bringing value to the Company and external communities through volunteer, charitable and strategic activities.

 

 

  • Wrangler

Wrangler has appointed Mother New York as its global creative agency of record, following a review handled internally by the brand. Mother New York will handle branding development and communications strategy development globally, spanning channels including broadcast, digital, OOH and print. The review followed parent company VF Corporation announcing it would spin off Wrangler and Lee into a separate company. Mother New York will work alongside Wrangler’s lead media agency Publicis-owned Starcom and French West Vaughn, its public relations and social media partner.Wrangler spent US$40 million on measured media globally in 2018, according to consultancy R3.

 

 

 

  • The Camila Coelho Collection

Fashion influencer Camila Coelho announced her own eponymous fashion label. The Camila Coelho Collection caters to a diverse set of women, which Coelho said is reflective of her home country of Brazil.The Camila Coelho Collection debuts with a whopping 70 pieces, prices of which range from US$88 to US$398. The line is inspired by Coelho’s Brazilian roots, incorporating strong sleeves, floral prints, tropical prints and linens. Coelho found an exclusive retail partner in Revolve, with whom she’s been working for about four years. The partnership will remain exclusive through 2021.“Influencer marketing is at the core of our overall brand marketing strategy,” said Raissa Gerona, Revolve’s chief brand officer. Later this summer, Coelho will make the collection available on her web site. Through her own direct-to-consumer platform, Coelho will be able to ship the collection worldwide. She will promote the pieces on the label’s own feed, @CamilaCoelhoCollection, as well as her own.Coelho has been named one of the fastest-growing beauty influencers in America. Across YouTube, Facebook, Instagram and Twitter, her demographic is 54 percent Caucasian, 28 percent Hispanic, 7 percent Asian and 5 percent Black. It is 85 percent female and 15 percent male.

 

  • William Hill

William Hill, a bookmaker based in Wood Green, London, England, has appointed Interpublic’ MullenLowe and Dentsu Aegis Networks’ 360i as US Creative and Media AOR as part of the brand´s US expansion.The appointments follow two separate reviews, media and creative, that were managed by London consultancy Creativebrief.MullenLowe, 360i and Creativebrief all declined to comment and London-based William Hill did not return multiple requests for comment.The company had already been working with U.S. agencies MDC Partners’ Anomaly on creative and the larger Dentsu network (with 360i occasionally in the mix) on media, according to the people.William Hill is one of the world’s leading betting and gaming companies and trusted brands in the industry.

 

 

 

  • CVS

 

CVS will open 1,500 HealthHUB stores by the end of 2021, the company announced.The HealthHUBs are remodeled drugstores that focus more on health services and products and less on candy and greeting cards. CVS opened its first three HealthHUB locations in Houston in February. It plans to open more in Houston, Atlanta, Philadelphia, southern New Jersey and Tampa, Florida, by the end of the year.HealthHUBs include an expanded health clinic, with a lab for blood testing and health screenings. There are also wellness rooms for yoga and seminars, dietitians and respiratory specialists in the HealthHUBs.VS may tweak the designs for different markets and store sizes. For example, Hourican said stores in the Northeast tend to be smaller than the ones in Texas, so the company will need to pare it down.Like other retailers, CVS needs to figure out how to keep people coming into its stores, and health services gives consumers something they can’t buy online.

 

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.

 

 

  • Pollo Campero

The flavorful chicken chain Pollo Campero announced it is opening a new restaurant in Marietta, Georgia. The restaurant, located at 260 Cobb Parkway in Marietta, is scheduled to open its doors on Sunday, June 9, 2019.The Marietta restaurant will be the third Pollo Campero in the metro Atlanta area and the second franchise for Madrid Group, Inc. Pollo Campero’s new Marietta restaurant is open for dine-in, take out or drive-thru from 10:00 a.m. to 10:00 p.m. Monday through Saturday and 10:00 a.m.through 9:00 p.m. on Sunday.Pollo Campero is a fast-casual chicken restaurant brand specialized in flavorful chicken and a wholesome menu offering both individual and family meals. Pollo Campero first opened its doors as a tiny, family-owned restaurant in Guatemala in 1971 with the goal of treating family and friends to its prized chicken recipe passed down from generation to generation. Today, there are more than 350 restaurants around the world and Campero is accelerating growth. 

 

 

  • WHCCD

West Hills Community College District (WHCCD) and Univision has partner and launched a series of spots to inform the Spanish-speaking population on the advantages and importance of a college education, along with the benefits available to help them earn a degree.A young waitress balances work and school with driving her mother to the doctor; a landscaper and father of two takes a leap of faith and enrolls for a degree, encouraged by his pregnant wife; and proud parents gather in with the rest of family, taking a photo with their daughter in her graduation robe. Their solution to tackling the problem is “Within our Reach,” a yearlong campaign of 60-second television and radio commercials showing Hispanic students balancing work and family while going to college. The message of the commercials, launched June 1, is not to glamorize higher education, but to send students a message — that the balancing act won’t be easy, but it will be worth the time and effort.These commercials will then be followed up by 20-second segments providing students with information on college classes and programs that will help them overcome barriers they might encounter. There will also be 10-second Univision spokesperson endorsements of college programs, interviews with West Hills students, live TV call centers for viewers seeking more information, and participation in Univision events.Nearly 70% the population in the West Hills District is Hispanic, which extends to Kings County.

 

  • Upfield

Dentsu Aegis Network´s Dentsu X has been named global media agency of record for Upfield, a plant-based consumer product company behind brands such as Flora, Rama, Blue Bank, Proativ, Becel and Country Crock, across Europe, Asia and North America.