Payless Paving its Way Across LatAm, McDonald’s, Marriott Appoints Agency alma & More Sales Leads LatAm

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

For prior Sales Leads LatAm editions, click here.

  • Payless


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

  • McDonald’s

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

  • Marriott International 

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

  • Kidoz 

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

  • 7 For All Mankind 

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

  • Tommy Hilfiger

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

  • W Hotels 

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