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Changing Places: Playmaker Acquires JuanFutbol, Franklin Madison, Latin2Latin Marketing …

Playmaker acquires Juan Futbol, Franklin Madison buys direct response agency SeQuel, Promotions at Latin2Latin Marketing … companies are bought and sold, people change positions, get promoted or move to other companies. Portada is here to tell you about it.


Playmaker acquires JuanFutbol, Franklin Madison buys direct response agency SeQuel, Promotions at Latin2Latin Marketing … companies are bought and sold, people change positions, get promoted or move to other companies. Portada is here to tell you about it.


Playmaker Acquires JuanFutbol

Playmaker acquires JuanFutbolPlaymaker, the company that two years ago bought digital media group FutbolSites, has acquired 100% of the digital assets of underdog dba JuanFutbol (“JuanFutbol”),  for an aggregate consideration of up to US$2.8 million.  JuanFutbol delivers authentic digital soccer content to more than 6 million social media followers across Facebook, Instagram, Twitter, TikTok, and YouTube. Collectively, JuanFutbol’s social media content generates a monthly reach in excess of 50 million. The acquisition of JuanFutbol also includes baseball-focused asset, JuanBeisbol, and women’s-focused sports property, FridaPop.  JuanFutbol supplements Playmaker’s growing portfolio of premier soccer-focused digital assets; bolsters branded content and sponsored campaign capabilities; strengthens social media and short-form video prowess and increases exposure to the Mexican and US Hispanic sports markets.

Federico Grinberg, EVP at Playmaker, tells Portada that JuanFutbol “will continue operating as an independent brand with their own tone and identity. We will empower their editorial team providing them with internal services related with SEO, technology and other tools. JuanFutbol has a unique approach in terms of story telling, it is a true Mexican voice.” In terms of the difference between Futbol Sites and JuanFutbol audiences, Grinberg notes that  “JuanFutbol is a social first brand. They have an amazing community with millions of fans across all the digital platforms. JuanFutbol is concentrated in a younger group of users, and thanks to their unique approach they are able to reach some groups of users that are not the typical news consumer. Bolavip, part of Futbol Sites, is very strong in SEO in Mexico, and reaches user groups with a higher age range. Also, as part of the deal we acquired JuanBeisbol and FridaPop, two amazing products that let us enhance and interact with baseball fans and with women sports content. They are completely complementary audiences.”

Asked if Juan Futbol’s editorial will be adapted for a soccer betting audience, Grinberg asserts, “we are not going to adapt the editorial content for soccer betting, we believe we can integrate sports betting information organically and without loosing engagement and fun.”

Franklin Madison Acquires SeQuel
Franklin Madison, a portfolio company of Mill Point Capital,  announced the acquisition of Minnesota-based direct marketing agency, SeQuel Response. “SeQuel Response is a fantastic company with a strong reputation for delivering results for its customers through data-driven direct response campaigns,” said Robert Dudacek, President and CEO of Franklin Madison. “We look forward to increased opportunities for the combined business as we continue to expand our services to more companies.” As a Franklin Madison company, SeQuel Response will be amplified with greater resources and the flexibility to pursue initiatives that are beneficial for the agency and its clients.

“After many years of growth, SeQuel Response is excited to partner with a reputable industry leader like Franklin Madison that shares our company values,” said Jay Carroll, Co-Founder and CEO of SeQuel Response. “We take pride in our commitment to our clients and to staying on top of a rapidly-changing industry. Franklin Madison shares this philosophy, and today’s combination will not only further our commitment to clients, but also strengthen our ability to innovate in the future.”

Promotions at Latin2Latin Marketing + Communications

Latin2LatinLatin2Latin Marketing + Communications (L2L) has announced the promotions and appointments of several of its executives in key positions, under the administration of Arminda Figueroa, CEO and Founder of L2L.

The first appointment corresponds to Renzo Ferro, who joined the company 4 years ago and has served as VP of Account Management and Operations and has also been an important part of the agency growth in the few past years. He has been appointed as General Manager. Mr. Ferro has over 25 years of marketing experience in both client and agency sides and holds a MBA at Luigi Bocconi university in Milan, Italy. He has spearheaded multi-channel, omnichannel, and shopper marketing campaigns for retailers and CPG brands in the U.S. along with corporate marketing, communications, and branding in the banking and energy industries in LATAM. He has led multicultural strategies and programs for brands such as Knorr, ConAgra, Barilla, Bush Brothers, Starbucks, and HairClub.

Malule González, has been appointed to Chief Creative Officer and Executive Producer. L2L has been under a steady award-winning streak under her creative direction as one of their collaborators for the past 5 years. González has an extensive career of over 35 years in the media and broadcast sector, including the digital transformation of media platforms. She held different leadership and production positions at Univision Network, Univision Puerto Rico, Telemundo Network, America CV Network, Cisneros Group, and USA Global Media.

Juanin Reid has worked with L2L under the title of Director of Account Services for close to a decade. Reid has been promoted to VP of Account Services. Mrs. Reid began her advertising career in Mexico City working for the leading ad agency as a writer-producer. After moving to New York City she established a successful career for herself in market research facilitating consumer focus groups. In her role as Director of Account Services at Latin2Latin Reid has led projects with unparallel acumen for PBS Kids and Lennox Hill Hospital as well as manage client services for important clients like HairClub, the Kansas Department of Health and Environment, Emblem Health and Northwell Hospital.

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