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

For prior Sales Leads LatAm editions, click here.

 

  • Marriott International

Marriott International expects to expand its footprint in Mexico by more than 50% to the end of 2023, following a robust year of new signings.In 2018, the company signed 36 deals in the Caribbean and Latin America, including more than 2,300 rooms or close to 40% of total rooms in Mexico. With these new deals, Marriott’s total Mexico pipeline now has nearly 50 properties consisting of 8,000 rooms across the country—from Mexicali to Cancun, including key gateway cities such as Mexico City, Guadalajara and Monterrey and resort markets like Cancun, Los Cabos and Puerto Vallarta.As of Dec. 31, 2018, Marriott had 85 open properties in Mexico, representing about 34% of its 249 properties across 21 brands in the Caribbean and Latin American region.

 

 

  • Doritos®

Doritos®, one of PepsiCo‘s fastest growing global snacks brands, is putting the power of the “Spidey-Sense” in the palm of consumers’ hands through a global promotional partnership with Columbia Pictures’ upcoming summer release, in association with Marvel Studios, Spider-Man: Far From Home. In more than 35 markets around the world, Doritos will launch a global marketing campaign offering fans a chance to boldly embrace their inner superhero.The Doritos and Spider-Man collaboration will bring excitement to fans around the world. The fully integrated global Doritos promotional campaign will include on-pack design, in-store displays, TV creative, unique digital content and sweepstakes. Doritos packaging in markets across North America, Latin America, Egypt and Asia will feature exclusive images and thematic from the film, launching worldwide in early July.In more than 20 countries including Australia, Mexico and Colombia, fans will be able to snack on unique limited-edition Spider-Man: Far From Home themed Doritos that are the hero’s signature color – red.

 

  • Novartis

Novartis is holding a global review of its media planning and buying business, much of which is managed by Starcom. The Publicis Media agency has handled the account in various markets.It is unclear whether the process will involve reviewing the markets in succession or as one centralised global process.

 

 

 

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at [email protected]

 

  • Radisson®

Radisson®, one of the best-recognized hotel brands, announced the opening of Radisson Hotel Plaza del Bosque at Avenida Paz Soldán 190, San Isidro, Peru. Centrally located in Lima’s upscale San Isidro District, the hotel is surrounded by large corporations, historic sites, high-end shops and delicious restaurants. Radisson® is an upscale hotel brand that delivers Scandinavian inspired hospitality and enables guests to focus on a work/life balance and find more harmony in their travel experience.

 

 

 

Join us at PORTADA Mexico!

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!)

 

The Coca-Cola Company has appointed Evangelina Suarez as the new General Manager for Argentina, Paraguay and Uruguay.

 

 

 

Comscore appoints Rosaura Zuvic new Country Manager Chile after serving as Sales Manager at Comscore Argentina.

 

 

 

 

Pablo Tajer is the new Creative Director of MediaMonks Buenos Aires.

 

 

 

 

Argo Seguros, the Brazilian underwriter of specialty insurance and reinsurance products and a member of Argo Group, has announced the appointment of Newton Queiroz as Chief Executive Officer (CEO), effective May 1, 2019.

 

 

 

HRS Hospitality & Retail Systems, Oracle Hospitality’s largest global partner, announces the appointment of Jorge Van Thienen as their Vice President and General Manager, HRS LATAM. In this new role, Jorge will lead and develop new teams to drive forward the expansion of HRS in 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 U.S. consumers right now.

For prior Sales Leads editions, click here.

  • Northgate González Market

Northgate González Market has unveiled a new multimedia campaign during the highly popular Latin Billboards show featuring the grocery store’s authentic food, ingredients, and fresh offerings around the themes of sports, music, and the ever-so popular TV/binge-watching.”We recognize that our customers are not all the same, each customer has a different shopping mission and each customer has their own passion points and stories, we recognize that there is a story behind every visit to our stores,” said Caro D’Antuono, vice president of Marketing for Northgate Market and a member of Portada´s Sports Marketing Board. This was the inspiration and cultural insight used to create the “What a Feeling” ad campaign. The spots feature “What a Feeling,” a song from the 1983 major motion picture Flashdance with re-written lyrics to reflect the emotions being felt by the various characters in the commercials.  The playful creative developed by Circus based in Santa Monica has several components from digital video ads, social media, radio and television. Founded in 1980 Northgate González Market is an authentic, family-owned and operated Hispanic supermarket chain with 40 stores in Orange, Los Angeles and San Diego counties.

 

 

  • Tampico Beverages

Tampico Beverages, one of the world’s leading manufacturers and marketers of high-quality and value-added juice drink concentrates, has launched a sugar-free product, Tampico ZERO. Available in two flavors, Mango Punch and Citrus Punch, the beverage joins the Tampico product family as an alternative for those consumers looking to limit their sugar intake.The product has been rolled out to retailers throughout Texas, Arizona, Illinois, and parts of Nevada and New Mexico. Distribution is expected on a broader national scale in late 2019. Tampico ZERO’s launch is initially being supported by a robust direct-to-consumer digital marketing campaign, geo-targeted to key markets of distribution, combining social media, programmatic advertising and online radio. In addition, Tampico is working with hyperlocal influencers to share the product narrative with their followers.

 

  • Cacique Inc.

Cacique Inc. announced the acquisition of El Sol Foods, a maker of homestyle salsas headquartered in Gilbert, Arizona. The acquisition signals the Cacique brand’s entrance into the salsa category. It allows Cacique to extend its portfolio of authentic, high-quality Hispanic foods rich in heritage and tradition to even more people across the country, according to a press release.Distribution of the new Cacique salsa products will begin regionally in the western U.S. this May, with nationwide rollout beginning this summer.The company said Cacique Homestyle Salsas are handcrafted with fresh produce using a small batch, cold process that guarantees homemade, authentic Mexican flavors in every bite, continuing the tradition that El Sol began more than 30 years ago.Family-owned and founded in 1973, Cacique is a brand of Hispanic cheeses, creams, yogurts and chorizos. Headquartered in Monrovia, California, Cacique remains dedicated to producing authentic, fresh and high-quality Hispanic products.

  • NSA

The National Supermarket Association will launch the “Marca País” campaign in partnership with the government of the Dominican Republic, to promote Dominican products through supermarkets that are members of the NSA, on the East Coast of the United States, Abasto Hispanic has reported. The NSA supermarkets would support Dominican products that reach our stores and the Dominican State would create an incentive through the Consulate in NY to promote Dominican brands. The agreement is in the process of being finalized and it is expected that the President of the Dominican Republic, Danilo Medina, will sign it before the month of June.

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at [email protected]

 

  • Kia Motors

Kia Motors America has launched an entirely different marketing campaign that builds upon the brand’s “Give It Everything” mantra and heralds the arrival of the most adaptable version ever of the brand’s iconic urban runabout.Set to an energetic custom soundtrack, the spot entitled “The New Species of Soul” is the centerpiece of a multi-faceted campaign starring three unique versions of the Soul model. For the third generation, Kia “gave it everything” and poured more of its “soul” into every inch of the vehicle, resulting in rugged performance, thrilling technology and urban practicality, qualities that transcend geography and appeal to drivers of all ages. The campaign includes :60-, :30-, and :15-second broadcast versions for general market; and :30- and :15-second versions for the Hispanic market. A multi-channel digital campaign and in-cinema airings beginning in late April, will support the broadcast elements.

We are excited to announce that Arturo Gonzalez Frankenberger, Product Marketing Manager in North Latin America & the Caribbean at Electrolux Home Products, 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 17 at Casa Lamm.

Arturo Gonzalez Frankenberger is Product & Marketing Manager at Electrolux, responsible for developing and launching the business system around the product – the collection of products and services that will deliver the product’s promise; to lead the business strategy in relation to the portfolio management and brand communication.

His passion is to develop business strategies and plans to develop products for the different and complex markets He is responsible for (+30 markets). In the last 5 years, the company generated over US$180 Million in revenue with products developed with local/regional consumer insights. With 14 years of business and marketing experience with a consistent track record of results, Arturo has skills of brand strategy and communication, business strategy, product and P&L management, ATL, BTL, digital marketing, consumer research, market analysis, events, sponsorship, PR and media. He likes to develop people and share with them important values like respect and accountability.

The phrase “if you are going to do it, do it right” is his everyday responsibility. Outside the work, he loves to share time with his wife and children in the house, parks, museums, and visiting friends. He goes the gym, plays soccer once a week and runs every other day to relax, be active and healthy.

Welcome, Arturo to Portada’s Council System!

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!)

Geometry Latin america has appointed Omar Fernando Romero Chief Strategy Officer.

 

 

 

 

 

 

Ricardo Flammini is Nissan Latam new Marketing Director.

 

 

 

 

 

 

MullenLowe Brazil has restructured its´ leadership team. The agency welcomes André Havt as the new Creative Director following Eduardo Salles promotion as Executive Creative Director.

 

 

 

 

 

 

 

INTELITY™ announced that Dominique Dosal has joined the company as Director of Sales for Latin America. The addition of Dosal will aid in INTELITY’s plans to expand its global footprint and help the company further its relationships in Latin America.

 

 

 

 

Havas Creative has promoted Tracey Barber to global Chief Marketing Officer.

 

 

 

 

 

 

Meliá Hotels International has announced the appointment of Lati Naimi as General Manager of Meliá Lima.

 

 

 

 

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.

  • Despegar & Falabella

Despegar.com, Corp., the leading online travel company in Latin America, announced it has entered into an agreement with Falabella Financiero, a subsidiary of Falabella, through which both companies plan to establish a 10-year commercial agreement in Chile, Colombia, Peru, and Argentina, the term of which could be extended. Included in the transaction is the transfer of 100% share ownership of Viajes Falabella’s operations to Despegar.The acquisition of Viajes Falabella in Chile, Colombia, Peru and Argentina, together with the license to use the Viajes Falabella brand name has been agreed for a total consideration of US $27 million. The transaction assumes the transfer of these operations free of any financial debt.With this agreement, clients of both companies will have access to an enhanced travel and tourism product and service offering, through an omnichannel service model (online, call center and physical stores). In addition, customers will be able to access exclusive discounts, earn double CMR Points Falabella’s loyalty program, both at Viajes Falabella and Despegar, as well as an expanded product offering in exchange for CMR Points at Viajes Falabella.Viajes Falabella will maintain the brand, its network of physical stores and its digital platforms, to enhance the supply of products and services of Despegar.

  • Natura

Natura will take over the operations of The Body Shop in Latin America. Effective on May 2019, the shift is part of the Natura &Co group’s strategy to enhance synergies between its different brands and is in line with the transformation plan of the British cosmetics brand aiming to strengthen its presence in the region.Today, The Body Shop has about 160 stores in Latin America, including franchises and own stores, with presence in Brazil, Chile and Mexico. Natura’s Retail Director, Paula Andrade will also lead the operations of The Body Shop in the region, using the existing structures of the two businesses. A General Manager will be named in Brazil, where most of the stores are concentrated, as well as in Chile and Mexico.In Latin America, the plan includes: the adaptation of the global portfolio to regional specificities, with a greater emphasis on the fragrance and gift categories; a review of the store network management; the adoption of new systems to make The Body Shop retail more competitive; and increased brand awareness. In addition, the group wants to optimize The Body Shop production costs by using the Natura production facilities.Natura’s retail operation also continues to expand, with 37 own stores in Brazil and nine in international markets. In the second quarter, there are plans to open eight more stores in Brazil.

  • Santander

Santander has offered to take full control of its Mexican business through a 2.6 billion euro (£2.24 billion) all-share deal as the Spanish bank chases potentially higher returns available from Latin America. The deal proposed will unwind Santander’s listing of 25 percent of the bank on the Mexican stock exchange in 2012. The move is part of efforts to focus more on emerging economies while cutting costs to counter squeezed margins in mature European markets.The Mexico deal will also bring Santander head to head with Spain’s second-largest bank BBVA, which makes about 40 percent of its earnings from Mexico.Mexico is a highly profitable market, where Santander has set a mid-term target of 19-21 percent for the underlying return on tangible equity.Santander expects the transaction to have a return on investment of approximately 14.5 percent, to be neutral on earnings per share and to contribute positively to the group’s core Tier-1 capital ratio.

 

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 [email protected]

 

  • General Motors

General Motors has spent five years re-writing its playbook for making money in Latin America and the interior of China. Now, it’s show time for the first results of a project code-named GEM, for Global Emerging Market.The No. 1 U.S. automaker plans to unveil two small SUVs that will be part of a new family of sedans and SUVs the automaker forecasts will make up one in five of its global vehicle sales by 2023.This is just the opening salvo in a nearly US$5-billion bet by GM to sell up to 2 million technology-laden, modern-looking vehicles annually to consumers who today cannot afford GM vehicles designed for the United States, but may someday as their incomes rise.GM has finally found a way to make affordable vehicles in bulk for emerging markets, loaded with the technology that consumers want and still make a profit.The Chevrolet Tracker and the Buick Encore are the first tests of a new strategy for engineering vehicles to appeal to buyers in around 40 nations of the world’s middle class such as Brazil and Mexico.

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.

  • Constellation Brands

Constellation Brands is expanding its core Corona brand with new launches that appeal to a wider range of consumers and occasions – including the nationwide US rollout this month of premium alcohol-spiked refresher Corona Refresca. This month, it is rolling out the beverage across the US, in the existing guava lime and passionfruit lime 6 packs, alongside a new variety 12 pack with a new coconut lime flavor.It targets men aged over 35 who want to trade up their beer choice, and differentiates itself from Extra and Light as a low carb and low calorie variety suitable for ‘the mature, sophisticated consume’.In its second year, Constellation will increase the marketing investment for Premier, in both English and Spanish. TV advertising will air from March to October with a focus on sports, including with the US Open golf tournament, which it is sponsoring through at least 2021.Corona Premier will also launch additional packaging formats with 18 pack bottles to provide trade-up opportunities in larger format channels; as well as the national launch of Corona Premier Draft to boost on-premise sales. The Corona portfolio is brewed in Mexico by Constellation Brands and imported and marketed in the US by the company. It has been the top imported beer in the US for more than 20 years and the number five beer brand overall.Corona has been experimenting with Corona Refresca – a premium alcohol-spiked refresher – over the past year in three test markets.

 

  • TGI

Tire Group International L.L.C. (TGI) is adding UHP, SUV, SUV-UHP and M/T patterns to its Cosmo brand as it gears up to launch the brand to U.S. customers.The new lines will carry some rather unorthodox names — Sexy Beast UHP, Kitty Kat SUV UHP, Chubby Nubby M/T and El Jefe H/T SUV — thanks to market research TGI conducted that revealed that consumers are more apt to remember a brand if they connect with it on a personal level. The new product names play off the Cosmo brand’s Tiger logo/mascot.TGI launched Cosmo in 1994 initially as a bias-ply light truck tire brand and has marketed it predominantly to its Latin American/Caribbean customer base since while adding radial passenger, light truck, medium truck, etc. lines.The Miami-based wholesaler expanded the brand’s reach last year to Europe, and plans to market it throughout the U.S., according to Rick Wheeler, who was hired recently as vice president of national sales, a newly created position.TGI anticipates building the brand slowly but steadily in the U.S., Mr. Wheeler said, stressing the strategy will be “quality over quantity” in terms of establishing and building relationships with customers.Parallel to the firm’s efforts to build a distributor base, TGI is planning a nationwide consumer marketing campaign targeting the millennial, female and Hispanic demographics.

 

  • Pancheros Mexican Grill

Pancheros Mexican Grill, a fast-casual burrito chain with more than 70 locations across 13 states, announced the launch of a new brand campaign focusing on its fundamental differences from other fast-casual Mexican concepts: its fresh-pressed tortillas, perfectly-mixed burritos and fan-favorite queso.Created by Planet Propaganda, a Madison, Wisconsin-based design and advertising agency, in conjunction with Panchero’s in-house marketing team, the campaign embraces Pancheros’ “IT” factors, leaning into its key differentiators through a series of content tailored for TV, video, social media, digital marketing and audio channels.Launching this month, the brand campaign will run through the end of the year, solidifying Pancheros as the burrito brand leader in the fast-casual market. The campaign is part of a robust marketing strategy revamp, as the brand continues to scale its marketing efforts for widescale growth in 2019. The chain was founded in 1992 by Rodney Anderson, starting in Iowa City, Iowa.

 

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at [email protected]

 

 

  • Toyota

Toyota launched the “Greater Than” campaign for the world’s best-selling nameplate, the sleek, all-new 2020 Toyota Corolla. The campaign is a perfect reflection of the Corolla sedan’s bold new look and its bumper-to-bumper, wheels-to-roof transformation. With more than 46 million Toyota Corollas sold globally, the all-new Corolla sedan inspires a campaign that invites drivers to embrace the ever-changing world and live the life they want.The fully integrated campaign follows the Total Toyota (T2) cross-agency model, a cohesive marketing approach with collaboration from Saatchi & Saatchi, Burrell Communications, Conill Advertising and Intertrend with Zenith Media responsible for TV and Outdoor media buying. A series of 30-second and 60-second broadcast and digital spots were created using multicultural insights aimed at a transcultural mainstream audience. The spots highlight specific vehicle features while inviting drivers to stay inspired by choosing the road less traveled.The “Greater Than” TV spots will air across high-profile prime programming including NBC, CBS, FOX, ABC, BET, Telemundo and NBA Draft; interactive video units with Hulu, Freeform and YuMe; integrated media partnerships with Billboard Latin Music Awards, Hola Mexico Film Festival, MTV Video Music Awards, ComplexCon, ComicCon, KCON and Gaana Music Festival; print media includes Conde Nast properties, People en Español; digital content includes Eater, CBS This Morning, Hulu, Vevo, Hulu Latino and Fusion Media Group.  Additionally, spots will air within select movie titles in theaters nationwide in conjunction with National CineMedia.

We are excited to announce that Ana Cristina Rivadeneyra, Marketing Manager México at WeWork 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 Miami, on April 11  at Miami’s East Hotel.

Ana Cristina has more than 3 years working at WeWork. She joined the company in 2017 as Marketing Manager for Mexico. She has also worked at Likeable Media México as VP Account Management, at Nestlé as Digital Brand and Ecommerce Manager and at Televisa Interactive Media as Digital Manager, among other companies.  She has a Communications degree from Universidad Iberoamericana.

Welcome, Ana Cristina to Portada’s Council System!

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

For prior Sales Leads LatAm editions, click here.

 

  • Hilton

Hilton announced the opening of Hilton Bogota Corferias, representing Hilton’s 20th property in the country. As the first full service hotel in the city’s fair and convention district, the 410-room property features more than 13,000 sq. ft. of flexible meeting and event space, including the largest terrace in the area that offers both indoor/outdoor space and spectacular mountain views.Located adjacent to the Corferias Bogota Fairground, the hotel offers a privileged location in the town’s main commercial area within close proximity to La Candelaria colonial neighborhood, Gold Museum and the Art Museum of the National University of Colombia. Hilton Bogota Corferias participates in Hilton Honors, the award-winning guest loyalty program for Hilton’s 17 distinct hotel brands. Hilton currently has a portfolio of nearly 150 hotels and resorts open and welcoming travelers in 25 countries across the Caribbean and Latin America with 19 hotels in Colombia, including Hilton Bogota and Hilton Cartagena. The company is actively pursuing additional growth opportunities and currently has a robust development pipeline of more than 80 hotels throughout the region, including six in the pipeline for Colombia.

 

 

  • Marriott & Expedia

Marriott International, Inc. and Expedia Group, Inc. have signed a fresh multi-year agreement for the listing of Marriot’s hotel chains on the latter’s website. Reportedly, the negotiation began November 2018. The deal will help travelers to make a booking at Marriott hotels worldwide through the Expedia site.However, the rate of commission hasn’t been disclosed. The last reported rate was approximately 12%. This is an important deal for Marriott as online booking is becoming important in the lodging business and is a major growth driver. This is the first deal between the two companies after Marriott acquired Starwood and became the world’s largest hotel company in 2016. Marriott is consistently trying to expand presence worldwide and capitalize on the demand for hotels in international markets. Moving ahead, the company plans to significantly expand its global portfolio of luxury and lifestyle brands. For 2019, Marriott anticipates 5.5% net room growth. The hotel company is also trying to expand footprint outside the United States, especially in Asia, Latin America, Middle East and Africa.

 

 

  • Sephora

Sephora, the Paris, France-based multinational chain of personal care and beauty stores, has added LATAM brands to its accelerate program. Over the past five years the Sephora Accelerate program has helped to platform many indie beauty brands, and the latest additions to the program include two LATAM brands. The latAm brands that have been added to Sephora´s merchandising category include Brazilian-based brands Care Natural Beauty and Orna Make-up, together with Mexican player Polvos Magicos. The Sephora Accelerate program, which has now been running for 5 years, has been expanding to have an international scope.  

 

 

  • Radisson Hotel Group 

Radisson Hotel Group has announced a raft of new properties and brand conversions for the Americas region. A total of six properties will join its Radisson Red, Radisson Blu, Radisson and Country Inn and Suites by Radisson brands over its next three years.In Latin America the group is set to open the Radisson Hotel Plaza Del Bosque in the San Isidro district of Lima this month. The hotel features 95 rooms, a ninth-floor swimming pool, a restaurant and bar, fitness centre and meeting space.

 

 

 

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 [email protected]

 

  • Panini

Trading card and memorabilia company Panini has signed Kopa Licensing as the brand’s agent in the LATAM region.“Together with Europe and North America, the whole Latin American territories are a real stronghold for Panini, where the company has millions of fans throughout the continent,” says Tony Verdini, senior manager, Panini. Italian company Panini brothers was founded it in 1961. The company produces books, comics, magazines, stickers, trading cards and other items through its collectibles and publishing subsidiaries.

 

  • Universal Aviation

Universal Aviation, the worldwide ground support division of Universal Weather and Aviation, Inc. (Universal®) has expanded its presence in Latin America, with the addition of Universal Aviation Argentina.Universal Aviation Argentina is based in Buenos Aires at Ezeiza International Airport (SAEZ) and supports all airports in the Buenos Aires area and all outlying stations. Universal Aviation Argentina can coordinate support to operators at more than 35 additional airports in Argentina.Universal Aviation Argentina team members are local experts on everything from ground handling, local CIQ procedures, landing permits, identifying pilot navigators and even local tourism from Ushuaia to Igauzu.Universal Aviation has more than 40 locations in over 20 countries—including Latin-American locations in Argentina, Brazil, Chile, Costa Rica, Dominican Republic, Mexico, Puerto Rico and Venezuela.

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.

 

  • Sysco

Sysco Corporation, the global foodservice distribution company, today announced it has acquired J & M Wholesale Meats and Imperio Foods, Inc., leading California distributors with approximately $44 million in combined annual sales. J & M Wholesale Meats and Imperio Foods, sister companies based out of Modesto, California, operate throughout northern California and Oregon. J&M Meats, founded in 2003, is a foodservice distributor who specializes in center of the plate products, serving foodservice customers and small retail locations in the Hispanic segment. Imperio Foods was founded in 2014 and carries dry Hispanic retail-pack canned good products.J & M Wholesale Meats/Imperio Foods executives will continue to manage the business, including owner and operator, Maria Jimenez.

 

 

  • Taco John’s

Taco John’s, a Cheyenne, Wyoming-based fast-food restaurant featuring Mexican-inspired fast food, has appointed Kansas City-based agency Barkley as its´ agency AOR following a review launched earlier this year. The agency will handle brand strategy, integrated creative campaign development, digital and social strategy, and content and media strategy and planning.Taco John’s operates nearly 400 restaurants in 23 states. According to Kantar, Taco John’s spent just more than US$2 million on measured media in the U.S. in 2018.

 

 

 

  • Postmates

American logistics company Postmates has appointed Mother Los Angeles as its creative agency of record. Noble People will continue handling media planning and buying for Postmates.The company is also launching the first wave of a national brand campaign that includes OOH executions. The first phase of the campaign can be seen in key markets including Los Angeles, New York, and Miami.Postmates spent US$1.3 million on measured media in the U.S. in 2017 and US$1.5 million in 2018, according to Kantar Media. Launched in 2011, Postmates delivers from more than 500,000 restaurants, grocery/convenience stores and retailers in about 3,000 cities across the U.S. and Mexico City.

 

 

  • Brooks Sports, Inc.

Brooks Sports, Inc., American designer and producer of high-performance men’s and women’s running shoes, clothing, and accessories, has appointed Cincinnati-based independent agency Empower as its media AOR, following a review.Incumbent OMD did not defend. Brooks Running spent approximately US$2.4 million on measured marketing in the U.S. in 2018, up from nearly US$2 million in 2017, according to Kantar Media.

 

 

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at [email protected]

 

  • El Torito

XPERIENCE Restaurant Group, XRG, the largest operator of full-service Mexican restaurants in the nation, has announced that one of its most popular restaurants, El Torito, will offer a special Champagne Easter Brunch on Sunday, April 21, 2019, from 8am – 2pm.This special 6-hour long brunch offering will feature a Ham and Tri-Tip Carving Station, Made-To-Order Omelettes, Waffle Station, Taco Bar, Hot Specialty Items, Seafood Station, Traditional Soups, Salads, Fresh Fruit, Desserts, Bottomless Mimosas and More!Pricing for this Easter buffet varies by location.Founded in California in 1954, El Torito continues to be a pioneer in the California full service Mexican casual dining restaurant segment.

 

 

 

What: CNN’s Robin Garfield, Tecate’s Belen Pamukoff, and GroupM’s LaToya Christian kicked off the Portada Data and Content Marketing Forum with a panel titled How Data and Content Continue to Fuel the Evolving World of Advertising.
Why it matters: With 2.5 quintillion bytes of data created each day and 90% of the world’s recorded data being created in the last 2 years, the need to understand data is quite apparent.

By Dane C. Rogers

(L to R) Robin Garfield, Belen Pamukoff, LaToya Christian.

Wednesday’s Portada Data and Content Marketing Forum kicked off with a panel discussion on How Data and Content Continue to Fuel the Evolving World of Advertising. CNN en Español Anchor and Correspondent Guillermo Arduino moderated the panel which was composed of the following representatives from the network, brand, and advertising media agency areas: Robin Garfield, SVP of Research and Scheduling for CNN, who oversees consumer research and audience analysis in order to schedule programming for various channels and platforms across the network. Belen Pamukoff, Brand Director for Tecate (Heineken), specializes in building healthy brands and improving sales performance. LaToya Christian, Managing Partner, Marketing and Analytics at GroupM, has a 10-year track record of creating and implementing brand strategies for high-impact marking campaigns for various Fortune 500 companies (Target, Google, Unilever, NBCUniversal, and others).

CNN en Español and Portada will partner up again at Portada Miami to offer yet another perspective on the question addressed here. Christine Esteve, VP E-Commerce, Carnival Cruise Lines; Andrew W. Russo, VP Data Science, Starmark; Ana Crandell, Group Account Director, OMD Multicultural; and Seth Holladay, VP of Digital Research & Analytics for CNN will explain how content influences commerce and analyze how data determines their content strategies.

The question-and-answer format brought up a variety of topics that led to an illustrative discussion of the key issues facing media marketing professionals.

With 2.5 quintillion bytes of data created each day and 90% of the world’s recorded data being created in the last 2 years, the need to understand data is quite apparent.

62% of marketers feel that there is too much data out there and they don’t know where to start.

The first major question was: When you look at content and data what comes to mind first? From the network perspective, Robin Garfield said CNN considers data, “What people are watching, which platform they are coming from, and where they are going next. We use that information to program on a real-time basis and also over the long-term, to build products and programming to meet those demands.”

Belen mentioned that data is used in a two-part process to carry out a brand’s strategy. Brands can use data to first, make a message more relevant and, second, to inform that strategy of how to deploy and distribute its content to an audience.

LaToya shared the statistic that 62% of marketers feel that there is too much data out there and they don’t know where to start. The key is to “remember that each data point is an interactive event in which consumers are telling us their preferences” and reiterated the important to “humanize the data.”

When asked about how a news organization weighs discovering the truth with creating targeted content, Robin mentioned the importance of understanding that consumers are people first, and that delivering the news and information that people care about is core to the brand. CNN has been able to couple its user data with surveys and focus groups in order to figure out the interests of its audience to best present the most relevant facts.

LaToya reiterated the question that often arises, Whether data stifles creativity? Her belief is that “data and content live together and fuel one another.” She explains that data is able to present concrete facts that drive engaging stories. It can fuel opinions and grounds vibrant discussions in reality.

Also read CNN en Español: What Are the Ways Data Can Fuel the World of Advertising?

Robin added that in her experience, “people love to geek out on data,” especially when it comes to polling and tracking data involving political coverage. In fact, the consumers who really love data often move from television to digital platforms and those multi-platform consumers spend the most total time interacting with CNN, and are the most attractive to advertisers.

Belen opened up about some of the shortcomings of the data available to an alcohol brand that knows its customers primarily through their spending patterns. There are certain limitations that come from the absence of online shopping information, and the data Heineken gets is primarily where its Tecate customers shop and their zip codes. The brand knows it is playing without a full deck, as many suppliers are unwilling to share their sensitive customer data.

People will remain willing to share data, provided that a good value proposition exists for the consumer.

Belen also mentioned the importance of understanding the level of diversity that exists within the hispanic audience. A major distinction exists between acculturated and un-acculturated Hispanics, the former who may not even speak Spanish may respond to different tactics than those totally immersed in Hispanic culture. These differences are not often seen on paper, and many decision-making executives only know of the “power of the hispanic market” but oftentimes fail to understand the intricacies of the segment itself. Explaining those differences can sometimes be challenging to non-Hispanic managers. “Even within the LA market, there are significant differences between those who identify as chicanas vs cholos.”

Data, Content and Privacy

A hot topic for any consumer. Latoya said that as she considers things from both the customer and the marketer side, the importance is for those with access to data must act ethically with it, and those questions are being asked more frequently from consumers.

Robin presented the notion of a data exchange, an unwritten contract that exists between consumer and marketer. People will remain willing to share data, provided that a good value proposition exists for the consumer. She made the analogy of a patient being willing to share their health information if it could potentially save their life or offer better treatment. Marketers, too, should offer a benefit.

The panel ended with the major topic of granularity and the quest for a common currency when dealing with Hispanic audience measurement. LaToya said that while granularity may be important, there will always be gaps in data unless a multi-source approach can be reached. As for a common currency of data, Belen believes that it probably cannot be achieved, due to the complex nature of the audience. LaToya said that from a large marketer perspective, because trying to segment the market with only one data source is generally ineffective, it is unlikely that we will ever see one.

What: The Portada Miami agenda has been updated to include executives at Carnival Cruise, Perry Ellis, Visa, and WeWork.
Why it matters: Portada Miami, on April 12 at the EAST Hotel, will explore the advance of MarTech in Latin Markets, as well as the role of Miami as a Marketing and Media Hub. Register here.

 

The twelfth annual edition of Portada Miami on April 12 (EAST Hotel Miami) will focus on how technological innovation is reshaping the Latin American and U.S. marketing space. Brand Marketing leaders from disruptor firms and Fortune 500 companies will dissect how AR, AI, VR, Biometrics and other technologies can be best used for brand communications. The top-notch program also includes an opportunity for attendees to have three meetings with brand and media agency leaders to share insights and explore business opportunities (see below). In addition, three units of the Portada Council System will have their private meetings at Portada Miami: the Americas Board, the Travel Marketing Board, and the Brand Star Committee Latam.

The Top-Notch Agenda Includes

Content to Commerce: the Latin Story 

Andres Amezquita, VP Digital and Commercial Excellence, Stanley Black and Decker Latin America, will explain how the company is using Latin America as a major market to test innovations. As the end-user’s consumption and shopping behavior are changing by digital platforms, SB&D is proactively changing its marketing approach and producing content geared to ultimately increase sales. Learn why and how the manufacturing tools and household hardware giant is shifting from traditional commercialization strategies to an end user-centered e-commerce approach to marketing.

 

The Advance of MarTech in Latin Markets

WeWork’s Ana Cristina Rivadeneyra

In this session, Valentin Bueno, CEO, Latcom; Alejandro Clabiorne, CEO, PHD Latam; Ana Cristina Rivadeneyra, Senior Marketing Lead, WeWork; and Ana Hoyos, Director of Meltwater Latin America, will be analyzing how brand marketers can reap benefits from the advance of Artificial Intelligence, Virtual Reality and Digital OOH in Latin America.

 

 

 

 

How Technology is Turning Event Experiences Upside Down

Visa’s Andres Polo

Andres Polo, Global Head of Innovation & Strategic Partnerships Marketing at Visa, will be explaining how disruptive technologies like the use of biometrics for ticketing, artificial reality and smart stadiums are redefining the consumer experience at events. A myriad of opportunities are opening up for marketers.

 

 

 

Data, Content and Commerce

OMD’s Ana Crandell

Audience interactions with content provide a gold mine of data. But how to make sense of it and avoid analysis paralysis? Cristina Esteve, VP E-Commerce Carnival Cruise Lines; Andrew W. Russo, VP Data Science, Starmark; Ana Crandell, Group Account Director, OMD Multicultural; and Seth Holladay, VP of Digital Research & Analytics for CNN will explain how content influences commerce and analyze how data determines their content strategies.

 

Miami’s Evolving Role as a Marketing Hub: A Brand Marketer’s View

Joseph Roisman, EVP at Perry Ellis International, the global sportswear and clothing player will discuss the distinctive advantages of Miami as a global marketing hub.

 

Portada Meet-Up

Attendees will enjoy our Portada Meet-Up offering of one-on-one meetings with major pre-screened brand and agency executives, including more than 50 members of Portada’s Council System. Make your choices on a first-come-first-served basis after you get your ticket.
Check out the full agenda and register now here!

 

ROPO: A Deep Dive

ROPO (Research online purchase off-line) by consumers has become a crucial determinant of sales. It has also impacted digital vs. offline marketing attribution. Get the latest insights from Carlos Leal, Marketing Director at Rappi and Kate Canel, Director, Performance Media at The Shipyard.

 

Panregional Marketing Case Study

Adapting global campaigns to Latin American local markets Learn how Pepsico successfully launched a global marketing concept in Colombia and then expanded it throughout Latin America leveraging local relevance.

 

 

Don’t miss this edition of Portada Miami, click here or on the banner below and network with the best!

 

What: Leonor Palao (Assistant VP of Brand Marketing and Advertising, Oppenheimer Funds) and Annie Granatstein (Head of the Washington Post’s BrandStudio) had a conversation about branded content partnerships and data-driven content at the Portada Data & Content Marketing Forum in NYC. 
Why it matters: According to a study by McKenzie, data-driven organizations are more likely to acquire and retain customers.

By Dane C. Rogers

Leonor Palao (left) and Annie Granatstein (right)

Leonor Palao, Assistant VP of Brand Marketing and Advertising at Oppenheimer Funds sat down with Annie Granatstein, head of the Washington Post’s BrandStudio, to discuss the branded content partnership that exists between the organizations and how data is used to drive content creation.

A research study by McKenzie showed that data-driven organizations are 23 times more likely to acquire customers, 6 times as likely to retain customers and 19 times as likely to be profitable. Leonor’s team at Oppenheimer Funds took note of this report, and in an effort to reach the niche financial advisor audience, partnered with the Washington Post.

Being an asset management company, certain data hurdles exist for Oppenheimer that caused it to lean heavily on its partners to drive growth. Fortunately, the Washington Post has the AI and data capabilities that can help Oppenheimer reach new potential customers.

Armed with the knowledge that 58% of marketers say that original written content is their most important digital asset, above video. Being viewed as a “thought leader” on relevant topics is at the core of their digital strategy.

With a talented in-house team of content creators that is capable of producing industry-leading pieces on finance and asset management, Oppenheimer had a goal to cut back on the quantity of articles (from 37 in 2017 to 7 in 2018) and focus its marketing strategy on understanding the types of articles that were most engaging and focused on creating great content and getting it on the proper platform.

Leonor mentioned the partnership Oppenheimer has with Nudge Analytics, an analytics company dedicated to standardizing the engagement metrics across the different media publication sites. Thanks to Nudge, Oppenheimer’s marketing team was able to overcome the rampant inconsistency of engagement metrics to determine the true “winners” of the 37 articles written in 2017.

With this more targeted approach, Oppenheimer has determined that year over year, custom content has had the biggest increase in effectiveness (over audio, display, social, videos, indicated content, and dedicated emails).

Oppenheimer’s branded content sees the Washington Post as the gold-standard in using data to drive content decisions. Annie runs the WP BrandStudio, which created branded content for advertisers. The content studio is a completely separate branch of the Post that has no overlap of personnel or reporting with the editorial staff.

Why is working with WP’s BrandStudio more effective than partnering with a standalone content creation agency? Because they are so much closer to the audience than any agency could hope to be. The level of interaction that a publisher has with its active users allows for a deeper understanding of their preferences.

The BrandStudio has segmented its audience into three subgroups: individual consumers, B2B (financial advisers like Oppenheimer) and thought leaders/influencers. Each segment has a separate list of the most engaging topics that they spend time on.

For example, the business client segment engages most with content related to cybersecurity, AI, and business transformation. They prefer to consume content on mobile and tablets and spend the most time on content with dynamic visuals and infographics. (Influencers, on the other hand, gravitate towards the environment, healthcare and smart cities, and visit websites on their computer browsers.)

The BrandStudio uses its internal “Clavis-targeting” algorithms (similar to Amazon’s search recommendations) to push its consumers to the content that each particular client is most likely to engage with. It does this through on-site, in-app, and external (paid social media and Apple News) recommendations.

Oppenheimer’s usage of partners like Nudge and the WP’s BrandStudio has helped it determine the most effective marketing to help it formulate a successful strategy that has show its best-recorded growth this past year.

We are excited to announce that Rajaa Grar, Sr. Director of Global Marketing at Paula’s Choice Skincare is joining the Portada Brand 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.

Rajaa Grar is the Sr. Director of Global Marketing at Paula’s Choice Skincare, heading all brand/ Omnichannel, social and Influencer Marketing at the Global Skincare company with a cult following. Prior to that, she was at Amazon, leading the Luxury Skincare category where she has accelerated high double digits YoY growth and launched brands like Korean skincare brand Tony Moly, Erno Laszlo, and Jurlique. Prior to that, She was at the Starbucks coffee company heading up all brand and digital marketing efforts for the Frappuccino and Doubleshot energy brands in Latin America.

Rajaa has spent over 13 years in brand & digital marketing in the US and globally at companies such as the Kellogg Company, Coors Light / MillerCoors, and Tampico Beverages.

Rajaa holds an MBA from Northwestern University – Kellogg School of Management, a bachelor’s degree from McGill University in Marketing and International Business and a bachelor of science with a major in Microbiology from the University of Montreal. Rajaa is born in France and grew up in Morocco and Canada. She speaks fluently five languages among them Spanish, Portuguese and French. She is passionate about beauty (especially Skincare), health, and wellness. In her free time, she loves spending time with her twin boys Adam and Rayan, husband Yassine, working out or perfecting the most delicious and healthiest pancake recipe.

Welcome Rajaa to Portada’s Council System!

What: CNN en Español delivered its highest-rated quarter since subscribing to Nielsen in April 2018.
Why it matters: CNN en Español has been covering the political and humanitarian crisis in Venezuela, reaching more total viewers than ever since subscribing to Nielsen.

Led by the on-going coverage of the political and humanitarian crisis in Venezuela, CNN en Español delivered its highest-rated quarter in prime & total day during 1Q’19, since subscribed to Nielsen* among Total Viewers,  Adults 25-54 & Adults 18-49.

1Q’19 also produced the two best-performing months (#1 Feb’19, #2 Jan’19) for CNN en Español during prime & total day since subscribed to Nielsen*.

In this quarter, CNN en Español also delivered its highest rated one-day total day average (2/23/19 – Crisis at Venezuela-Colombia Border) among Total Viewers. Adults 25-54 and  Adults 18-49 , since subscribed to Nielsen*.

Source: Nielsen, CNNE (Apr’18-March’19, thru 03/31/19), L+7/LSD blended, P2+, A25-54, A18-49, Prime (M-S 8p-11p), Total Day (M-S 6a-6a).
*Note: CNNE began Nielsen subscription on Apr’18.

The Portada Data and Content Marketing Forum this Wednesday April 3 in New York City is a great opportunity  for brand, agency and media executives  to learn directly from the experts how data and content are being leveraged for increasing ROI. A star-studded list of speakers, which includes CNN’s Robin Garfield, Heineken’s Belen Pamukoff, Sotheby’s International Realty’s John Passerini, Leonor Palao, AVP, Brand and Advertising at Oppenheimer Funds  and the Washington Post’s Annie Granatstein will dive deep into how data analytics drive content strategies and ultimately content influences commerce.

If you are looking for fresh insights into how data and content are driving  advertising and e-commerce, get your tickets now  for the Portada Data and Content Marketing Forum which will take place in New York City at the Cachet Boutique Hotel on April 3.

The event includes a special breakfast panel courtesy of CNN en Español as well as time set aside for valuable networking.

Here’s what you can’t miss:

CREATING MEANINGFUL CONNECTIONS WITH AFFLUENT CONSUMERS

John Passerini, Global VP Interactive Marketing, Sotheby’s International Realty
John Passerini is on a roll, and Sotheby’s International Realty is reaping the benefits of his “digital first” approach
to the venerable firm’s marketing, raising the bar in the industry and connecting with  consumers in new
and highly personalized ways. How is he leveraging AR and video to create content that builds market loyalty even before a customer makes a purchase? How can a company’s own AR application be used to drive sales? What approaches and decisions are driving Sotheby’s digital success?

 

HOW DATA AND CONTENT CONTINUE TO FUEL THE EVOLVING WORLD OF ADVERTISING

Join a highly informative and insightful discussion of how data and content are joined to produce a higher return on investment for brand marketers. Hear valuable experiences from both sides of the marketing coin: media and brand strategists. as well as agency

Moderator, Guillermo Arduino, CNN Anchor and Correspondent for Encuentro, CNN en Español

 

 

 

Robin Garfield, SVP, Research & Scheduling, CNN

 

 

 

LaToya Christian, Managing Partner Marketing Strategy and Analytics, GroupM

 

 

 

Belem Pamukoff, Heineken Brand Director, Tecate & Tecate Light

 

 

DRIVING CONTENT WITH DATA AND AI

AI is sweeping the marketing and customer communications landscape by storm. Leonor Palao, AVP, Brand and Advertising at Oppenheimer Funds and Annie Granatstein, Head of WP BrandStudio, The Washington Post will reveal how Oppenheimer Funds and the Washington Post partner to leverage data and ensure that native content is served within contextually relevant content served up by WAPO.. Hear how these brand and tech innovators answer questions about the role of AI, how brands who do not use first party data or a DMP can profit from a partnership with a publisher and more….

Leonor Palao, AVP, Brand and Advertising at Oppenheimer Funds

 

 

 

Annie Granatstein, Head of WP BrandStudio

 

 

 

 

CONTENT PREFERENCES OF SPANISH-SPEAKING CARIBBEAN CONSUMERS IN THE U.S.

What are the best-in-class content passion points being used to reach the more than 8 million Puerto Rican, Dominican and Cuban consumers on the US mainland? How are brands successfully marketing to this important part of the Hispanic population? Hear all the answers from Augusto Romano, CEO of
DIGO Hispanic Media who will be interviewed by Edwina Morales, Group Media Director Multicultural at Horizon Media.

 

CONTENIDO EN ESPAÑOL

Juan Carlos Samper, CEO, We Are Content

Get ready to hear insights and leading-edge tips on Spanish-language content marketing in the United States from Juan Carlos Samper, the CEO of We Are Content. We Are Content is a site where agencies and brands can connect with thousands of providers of content strategy marketing including video and animation, photography, audio, music, design, translation and copy.

CASE STUDY: A CONTENT DISRUPTOR

INQMC is a rapidly growing e-commerce business leveraging content to build market share in the fintech sector. CEO Marcelo Rodriguez will explain how INQMC, a digital financial advisor and digital financial platform, is using content strategy and technology to connect under capitalized Hispanic businesses with small-business lenders. Rodriguez will pull the curtain back on the techniques and insights INQMC’s is deploying to grow its brand and customers’ loyalty. “As Hispanic entrepreneurs in the US, we saw thriving businesses unable to grow because of their lack of financial knowledge and access to capital.”

 

Enjoy the sights and sophistication of the Big Apple and hone your data and content marketing skills at the same time. Click on the banner below now!

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.

 

  • LATAM Airlines Group

LATAM Airlines Group, Latin America’s leading airline group with one of the largest route networks in the world, announced a yearlong collaboration with The Bucket List Family, a family of five, including three small children, who travel the world together documenting and sharing their adventures. The family will travel with LATAM Airlines throughout the South American region, checking off places from their bucket list with some of the most popular destinations in the region.In addition, LATAM is bridging a partnership between The Bucket List Family and TECHO, a nonprofit organization that seeks to overcome the poverty situation that millions of people live in across Latin America through the joint work of its inhabitants and young volunteers.During a yearlong adventure, LATAM will take the family to key destinations in South America to explore the variety of cultures, and via their partnership with TECHO, present the family with the opportunity to give back to the communities by collaborating with local leaders and share their efforts and accomplishments for building better communities.The Bucket List Family will begin its tour in March of 2019, running through 2020. They are expected to visit Chile, Argentina, Colombia and Peru.

 

 

  • DogHero

Brazilian pet care app, DogHero, has received a US$7 million from Rover. A U.S. pet-sitting marketplace named Rover led a US$7 million round for Brazilian pet care app, DogHero.As Rover’s international influence grows, it’s the first time the Seattle-based company invested not only in Brazil but also Latin America. Mexican VC firm, IGNIA Partners, also contributed in hopes of expanding service across the region.Known as the “Brazilian Airbnb for pet-sitting,” DogHero is a marketplace for pet owners based in Sao Paulo, Brazil. Over the last five years, DogHero has raised around US$13 million while securing a staff of 58. Approximately 800,000 pets plus 16,000 hosts and walkers belong to DogHero’s network. Today, the startup operates in 750 cities in Brazil, Argentina, plus Mexico.Rover is one of Seattle’s most valuable startups with 475 employees, new headquarters, as well as booming business in Europe and potentially Latin America.

 

  • Holiday Inn Express

IHG (InterContinental Hotels Group) announced the opening of the newly-built 116-room Holiday Inn Express Asunción Aviadores hotel located in the business and commercial district of Paraguay’s capital city. The property will be the first Holiday Inn Express hotel in Paraguay and the second IHG brand in the country, joining the Crowne Plaza Asunción.As IHG’s largest and fastest growing hotel brand globally, Holiday Inn Express currently has 85 properties located throughout Mexico, Latin America and the Caribbean. IHG has 239 hotels across all brands and more than 40,216 rooms throughout Mexico, Latin America and the Caribbean.

 

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 [email protected]

 

  • Banco Comafi

Buenos Aires-based Banco Comafi, an Argentine private capital bank, has appointed agency Midios as its new strategy and media planning agency.

 

 

 

 

 

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.

 

 

  • NBCUniversal Entertainment

NBCUniversal Entertainment, the Entertainment arm of NBCUniversal, has appointed Publicis Media’s Spark Foundry as its´new media planning and buyinga AOR following a competitive review. The business that changed hands with this decision amounts to approximately one-tenth of the company’s total portfolio, and NBC may be taking an unspecified portion of the work in-house, Adweek reports.Incumbent WPP’s Essence, which defended the business, will continue to manage the majority of NBCUniversal’s ad buying business, including its broadcast, cable, digital, film, ad sales and owned stations divisions.NBCUniversal spends more than US$1 billion in paid media across its divisions in the U.S. each year, and Kantar Media’s most recent numbers have NBC Media’s total at approximately US$233 million for 2017.

 

 

  • eSalon

Customized color brand eSalon announced the launch of a fully personalized client experience in Spanish. With this new Spanish-language site, eSalon gains the ability to reach an entirely new demographic of potential clients who are typically underserved by English-speaking direct-to-consumer brands in the US market.Localization will open the doors to more customer acquisition and engagement with the Hispanic population. The push includes a new website (eSalonEnEspanol.com, which can also be found through a toggle on the English site, eSalon.com), targeted emails and on-bottle instructions and videos personalized for the U.S. Hispanic market (meaning product copy and tutorials are not direct translations from its English site). The directive came from eSalon CEO and co-founder Francisco Gimenez, who is interested in growing eSalon’s Latino population. eSalon has shipped 6 million orders.

 

 

  • Toyota

Toyota RAV4 is finally getting a flagship status for brand that includes a new advertising campaign. The completely redesigned 2019 RAV4, the best-selling SUV in the U.S. that accounts for about 20 percent of Toyota’s overall sales in the U.S. market, is the subject of a fresh and relevant new advertising campaign.Toyota’s new campaign for RAV4 has an adventurous edge.One of the main points of the new RAV4 advertising campaign, titled “What if?,” is to give the nameplate a bit of a daring, almost off-the-grid sort of edge. Toyota also is targeting multicultural audiences with the new RAV4 campaign, given that they account for 38 percent of U.S. sales of the nameplate. Specific ads are aimed at Hispanic car buyers (in Spanish) and Asian-Americans, a group of whom enjoy using RAV4 as the platform for a tech-based fishing expedition. The new campaign followed hot on the heels of a Super Bowl TV ad for RAV4 that featured its new hybrid version.

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at [email protected]

 

  • McDonald’s

McDonald’s is unveiling “Black & Positively Golden,” an effort so broad it isn’t calling it a campaign but rather “a campaign movement.” The newest ads are the kickoff of the biggest overhaul to the restaurant chain’s African-American marketing in 16 years, according to Adage. Black & Positively Golden, which is focused on education, empowerment and entrepreneurship, replaces the 365Black platform that McDonald’s began using in 2003.It includes a 60-second spot, radio and social media push through the new Instagram channel, @wearegolden and print ads that will run in publications.McDonald’s is seeking to build brand devotion among multicultural customers. Last year,the fast-food chain expanded its Hacer scholarship program for Hispanic students to 30 winners from five.

What: The Portada Miami agenda has been updated to include executives at Carnival Cruise, Perry Ellis, Visa, and WeWork.
Why it matters: Portada Miami, on April 12 at the EAST Hotel, will explore the advance of MarTech in Latin Markets, as well as the role of Miami as a Marketing and Media Hub.

 

The twelfth annual edition of Portada Miami on April 12 (EAST Hotel Miami) will focus on how technological innovation is reshaping the Latin American and U.S. marketing space. Brand Marketing leaders from disruptor firms and Fortune 500 companies will dissect how AR, AI, VR, Biometrics and other technologies can be best used for brand communications. The top-notch program also includes an opportunity for attendees to have three meetings with brand and media agency leaders to share insights and explore business opportunities (see below).

The Top-Notch Agenda Includes

The Advance of MarTech in Latin Markets

WeWork’s Ana Cristina Rivadeneyra

In this session, Valentin Bueno, CEO, Latcom; Alejandro Clabiorne, CEO, PHD Latam; Ana Cristina Rivadeneyra, Senior Marketing Lead, WeWork; and Ana Hoyos, Director of Meltwater Latin America, will be analyzing how brand marketers can reap benefits from the advance of Artificial Intelligence, Virtual Reality and Digital OOH in Latin America.

 

 

 

 

How Technology is Turning Event Experiences Upside Down

Visa’s Andres Polo

Andres Polo, Global Head of Innovation & Strategic Partnerships Marketing at Visa, will be explaining how disruptive technologies like the use of biometrics for ticketing, artificial reality and smart stadiums are redefining the consumer experience at events. A myriad of opportunities are opening up for marketers.

 

 

 

Data, Content and Commerce

OMD’s Ana Crandell

Audience interactions with content provide a gold mine of data. But how to make sense of it and avoid analysis paralysis? Cristina Esteve, VP E-Commerce Carnival Cruise Lines; Andrew W. Russo, VP Data Science, Starmark; Ana Crandell, Group Account Director, OMD Multicultural; and Seth Holladay, VP of Digital Research & Analytics for CNN will explain how content influences commerce and analyze how data determines their content strategies.

 

 

Miami’s Evolving Role as a Marketing Hub: A Brand Marketer’s View

Joseph Roisman, EVP at Perry Ellis International, the global sportswear and clothing player will discuss the distinctive advantages of Miami as a global marketing hub.

 

Portada Meet-Up

Attendees will enjoy our Portada Meet-Up offering of one-on-one meetings with major pre-screened brand and agency executives, including more than 50 members of Portada’s Council System. Make your choices on a first-come-first-served basis after you get your ticket.

 

Check out the full agenda and register now here

 

What: Máximo Aguirre Music Publishing, Inc. (MAMP) is expanding its services in the diverse world of Latin music with the launch of Alvani Tunes, a production music library dedicated to the authentic Latin sounds from around the world.
Why it matters: For Maximo Aguirre, who had worked in the Latin music industry for 40 years before launching Alvani Music, the entertainment industry was in need of a one-stop music library that offers authentic, organic music.

Alvani Tunes was created in a span of two years working very hard with producers, artists, musicians, consultants, agents, institutions and experts around the world. His objective was to offer a comprehensive library of music produced in the countries of origin, ensuring maximum quality and production value. We sat down with Máximo Aguirre, CEO of Máximo Aguirre Music Publishing and Alvani Tunes, to find out more about what makes this new offering a unique opportunity.

 

Portada: How did you come up with the idea to launch Alvani Tunes?

Máximo Aguirre: I have been in the Latin music industry for about four decades and specifically in music publishing for 25 years. It became evident to me that the entertainment and advertising industries needed one go-to music library. Alvani Tunes now gives clients ready access to a vast Latin Music library and experts that can help them find exactly what they need.

 

Portada: What is Alvani Tunes?

M.A.: Alvani Tunes is a Latin production music library designed to serve the radio, the film & TV industries, music supervisors, advertising agencies, trailer houses and video game companies. We offer production music, premium catalogs and classic songs.

 

Portada: What sets Alvani Tunes apart from its competitors?

M.A.: One look at the library will reveal our total focus on quality, originality, and variety. We’ve worked diligently to deliver a one-stop solution for organic and authentic Latin music.

The music featured in the library in produced in the countries of origin, giving added authenticity to any selection – for example- mariachi music has been recorded in Guadalajara, Banda in Sinaloa, Tango in Argentina and much more.

 

Portada: What makes Alvani Tunes’ music library such a unique opportunity?

M.A.: It’s convenient. No need to search countless libraries, you now have one go-to source for the Latin music you need.

It’s authentic. Totally organic, the music is created by top producers and musicians from the music source – Havana to Buenos Aires, through Sinaloa, Rio de Janeiro, Medellin, Lima, and Barcelona.

Remember, this is a catalog that has been 40 years in the making.

 

Portada: What are Alvani Music’s challenges and how does it plan to address them?

M.A.: Our goal is to become the Latin music library of reference to the world. And we are not done yet. We are programming new releases every month and on top of that, we offer 24-hour turnaround on custom original tracks.

We already have a client base. Companies and brands such as Netflix, McDonald’s, HBO, Ford, and Walmart have already utilized the music of Alvani Tunes and have used songs featured in the music library to supplement their shows, films, and commercials with authentic Latin sounds.

To find out more, head to the Alvani Tunes website by clicking here!

 

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