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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.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

For prior Sales Leads LatAm editions, click here. 

  • Gatorade

Gatorade has launched a new international campaign titled, “Everything Changes,” and the brand’s first sport-specific product, Gatorade Football Energy. The Gatorade “Everything Changes” campaign focuses on the shift that takes place when football club teammates become rivals. The TV advertisement features the storyline of FC Barcelona players, Lionel Messi and Luis Suárez, who are best friends and train together until it’s time to play against each other. While their respective objectives change, fueling with Gatorade does not.The integrated campaign also features Brazilian National Team superstar and Manchester City striker, Gabriel Jesus. The campaign will run in several Latin American countries, Western Europe, Asia, Mexico, and the U.S. It will extend beyond TV to print, digital and social media, point-of-sale and more. Leveraging the GSSI research on football players such as Messi and Suárez, Gatorade has developed their first ever sport-specific product, Gatorade Football Energy. Gatorade Football Energy was developed for football players from amateur to professional levels and has a combination of carbohydrates, electrolytes and fluid, specifically for football players. The product is available to all U.S. athletes on Gatorade.com and will be available in retail outlets in Mexico and Brazil in 2018 before launching in other Latin American countries. The new product comes in three great flavors: Lemon, Mango and Orange.Gatorade is also providing a stage for amateur players to showcase their skills at a global level. For the third consecutive year, Gatorade is sponsoring and organizing their annual Gatorade 5v5 Football Tournament, which will introduce a women’s bracket for the first time this year. Over 2,000 teams from more than 19 countries across Latin America, Europe and North America will compete for a chance to play in the Gatorade 5v5 Global Championship in May in Barcelona, Spain.

  • Corona

Mexican beer Corona is the most valuable brand in Latin America, overtaking Brazil’s Skol, which has held the title for the past two years, according to the sixth-annual BrandZ™ Top 50 Most Valuable Latin American Brands announced by WPP with data prepared by Kantar.Corona took the top spot in the ranking after seeing an 8% brand value growth to US$8.3 billion, edging out Skol, which grew by just 1%. The brand is sold in more than 180 countries and its success and global growth have been helped by Corona’s ability to generate an affiliation with the “fun-loving” attributes associated with Mexican and Latin culture. This year’s BrandZ Latin American ranking shows the four beer brands in the Top 10 – Corona, Skol, Brahma and Aguila – all controlled by global giant AB InBev, have maintained and invested in their local characteristics enabling them to boost brand value.

 

 

  • Perry Ellis International, Inc.

Perry Ellis International, Inc. has entered into a license agreement with Rosega S.A. to design and distribute men’s dress shirts under the Manhattan trademark in Argentina. Perry Ellis is a leading designer of a broad line of high quality apparel and accessories. Rosega is a leading retailer of fashion apparel brands in Argentina.The new collection will be distributed in department and specialty stores with a product launch planned in the Fall 2018. Oscar Feldenkreis, CEO and president of Perry Ellis International, Inc. said, “Working with Rosega will leverage the equity of this lifestyle brand to further our Latin American reach.”

 

 

  • United Airlines

Azul Linhas Aéreas has announced that current shareholder United Airlines has just concluded a private preferred share transaction with Hainan Airlines. The transaction increased United’s economic stake in Azul from 3.7% to 8.0%.Azul and United connect via their gateways in Sao Paulo – Guarulhos (GRU), Fort Lauderdale, Florida (FLL) and Orlando, Florida (MCO). In Brazil connecting customers have access to the largest domestic network in the country, serving more than 100 cities, while flying Azul’s award winning domestic experience. In the United States, customers have access to United’s industry leading global network. In addition to unparalleled connectivity, Azul and United customers can earn elite status miles as well as enjoy benefits such as priority boarding, lounge access and priority baggage when flying the two airlines.

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

  • Subway

Fast food sandwich chain Subway is said to be closing 500 of its stores this year in the United States to open more than 1,000 stores around the world, including Mexico, the United Kingdom, China and India.The chain has more than 40,000 locations around the world, outpacing McDonald’s and Starbucks.

 

 

 

 

  • Aeromexico & Jet Airways

Aeromexico, Mexico’s global airline and Jet Airways, India’s premier international airline, will enable their codeshare sales, which will allow passengers to travel to and from both countries by connecting via London to Mexico City, Delhi or Mumbai, as of May 1 this year.This agreement will provide passengers better connectivity options and access to both airlines’ route networks, which will help strengthen trade and tourism between both countries, that have experienced a 15% annual growth rate over the last three years.Aeromexico will put its “AM” code on the direct flights offered by Jet Airways from London to cities in India. In turn, Jet Airways will put its “9W” code on flights operated by Aeromexico from London to Mexico’s capital city.

 

  • Estrella Jalisco

Anheuser-Busch’s Mexican Import brew, Estrella Jalisco has released its’ latest TV commercial “Estrella Toast”, the first ad from the brand since the signing on of agency DAVID.Estrella Jalisco’s media planning and buying agency is Dentsu Aegis Network. The spot embodies the fun, festive spirit of Estrella Jalisco, the official sponsor of the Mexican Men’s National Team, just in time for World Cup in June. Portada spoke with Lara Krug, Vice-President – Mexican Imports and Regional Brands, Ahneuser-Busch on the campaign.

As the official beer of the Mexican National Team, we wanted to tap into the passion that the Mexican National Team fans have for their team – win or lose – during the World Cup as they go from the star this year.We felt it was important to show the passion and comradery among MNT fans that support El Tri as they go from the star, no matter what – which is what our tagline for this campaign “Vamos Por La Estrella” is all about.Estrella Jalisco is a brand that was born in Jalisco Mexico, so we obviously have an eye toward the Hispanic and Ambicultural consumer. As the brand continues to grow and evolve, we are also looking to expand our audience a bit to a bi-cultural consumer who is looking to discovery a new light but flavorful beer.We’re proud of our heritage and will continue to highlight that . Estrella Jalisco has a great flavor profile that consumer’s love and we are getting the media and sponsorship investment from Anheuser-Busch to grow this brand. With this new campaign and the ability to use the beautiful MNT and World Cup marks in both our creative, trade materials and packaging, we believe Estrella Jalisco is the Mexican Import brand to watch in 2018.“According to Krug, Estrella Jalisco’s main goal is to continue to gain awareness as the brand grows and enters new geographic areas. There are certain elements of Estrella Jalisco creative and media buys that target the Bi-Cultural Hispanic audience. Additionally, the brand knows the FIFA World Cup and Mexican National Team marks will help in that regard as well. The FIFA World Cup is going to be a huge pillar of Estrella Jalisco’s  marketing strategy in 2018 – having started in March all the way through July. “Engaging with the Hispanic and Ambicultural consumer is a place where some marketers can slip up. We must really understand who our consumer is, what they are passionate about and where they spend their time to make sure we design communication, experiences and use media in a way that they will best engage with. We also are really trying to diversify our media spend and shift our money into digital and social, while also balancing that with TV, especially during the FIFA World Cup and the Mexican National Team games since we know our consumers will be watching passionately. Consumer media consumption is ever-evolving, so we try to stay as looped in as possible”.

https://youtu.be/JQKGNkvi2J0

  • Dentsu Aegis

Dentsu Aegis Network has acquired Chilean performance agency, White Label. Following the acquisition, White Label will rebrand to iProspect, the global digital marketing and business performance agency, marking its official launch in Chile. This acquisition provides greater scale for iProspect in Latin America, one of the fastest growing media markets in the world with 110% digital ad spend growth in the last three years (source: eMarketer).Founded in 2012, White Label brings its team of 30 performance marketing specialists to iProspect.iProspect Chile will continue to operate under the leadership of White Label’s founder and Managing Director, Alejandro García, who will report to Iván Pozarski, CEO, Dentsu Aegis Network Chile and Philippe Seignol, President of iProspect in Latin America. This acquisition will significantly increase Dentsu Aegis Network’s brand presence locally and will grow the Chilean team to more than 100 professionals serving more than 70 clients.Financial terms of the transaction were not disclosed.

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

 

Major brand marketers and innovators will gather at the tenth annual edition of Portada Miami in the Hotel EAST on April 19 to discuss topics like Voice-Based Technology, Gamers and Gambling, Attribution Models for Digital Media Agencies, App Marketing and much more. Register now here!

Innovators and Brand Leaders attending Portada Miami are members of Portada’s powerful Council System of Brand Marketers and Agency Execs.

To ready the discussion for Portada Miami, Portada’s Chair of the Travel Marketing Board Trip Barret wrote the article below on Loyalty, Brand Preference, and the Economy Segment Traveler

What: With the tremendous growth of economy segment hotels and low-cost air carriers, hotel and travel companies as well as the airlines, have begun to take notice and adapt to this expanding segment of travelers.
Why it matters: To ensure that their brands stand out and become the best choice for these travelers, players in the travel industry are delving deeper into loyalty, personalization and brand preference in the economy travel segment.

A few weeks ago I traveled to Santiago, Chile. There was nothing unusual about the planning and preparation, packing and arranging after work meetings with friends, except for one thing: the gnawing sense of anxiety created by an impending unknown experience: the first time flying coach and staying at a Novotel, instead of one of my favorite (formerly) Starwood Properties! The client I would be meeting with had taken care of the arrangements and through their agency had booked me on LATAM (fortunately in one of the “Space +” seats in economy) and at the Novotel (my first experience in an Accor Hotel since staying at an Ibis property in Prague when backpacking through Europe many years ago).

Trip Personas and Travel Behaviors

Most frequent travelers have more than one “trip persona” and depending on the circumstances or purpose of the trip, their needs and expectations vary accordingly. A business traveler’s needs and expectations differ from their leisure travel needs, which will differ even further depending on the circumstance (traveling single, as a couple, with the family; on a high adventure trip, resort/relaxation get-away, etc.) A few years ago, SITA, an air-transport communications and IT-solutions company, published the results from a survey indicating four types of travelers (to matrix even further one’s “trip persona”): 1) The Careful Planner wants to ensure nothing goes wrong (which can cause stress and anxiety), 2) The Independent and Hyper-Connected Traveler values efficiency and wants to be in control (but is less passionate about the actual travel), 3) The Pampered Traveler is used to the ‘status’ and perks associated with Five Star travel options, and 4) The Open-Minded Traveler is more interested in the destination or experience, and less on the ‘status’ aspects of the trip.

Given that I was traveling for Business (travel persona thus defined) I then had to fine-tune my travel behavior (flying economy does that) and so settled into the “Independent Traveler” mode. The flight would matter if it was on time, I would be able to get some work done, and most importantly I would be able to sleep (as much as you can with a 4″ recline and 34” pitch); and the hotel if I was able to reserve early check-in, it offered fast WiFi, great breakfasts, a gym, and a comfortable bed.

Revisiting the 5 Human Truths… Are They Applicable to the Economy Travel Segment?

Over the last several years, leading-brand companies have developed strategies to better align their positioning and product delivery experience to build and strengthen the loyalty of their users. Starwood Hotels & Resorts rolled out “The 5 Human Truths” to connect more strongly with their guests through their individualized Lifestyle Brands as well as the provided services: 1) We need to be understood; 2) We want to belong; 3) We long to feel special; 4) We crave more control over our lives; and 5) We dream of reaching our potential. All this served as the basis for how Starwood communicated and interacted with its guests and clients. While emphasis on this theme was unique to Starwood, whose brands focused on more of the higher-end traveler, the concepts within the five truths are not unique or proprietary (and can be applied by all companies, especially those in the Travel and Hospitality Industries, across all segments from Budget to Luxury).

[The midscale and economy business are] getting tremendous attention right now because that’s where the growth is.

In a recent interview discussing the acquisition of the La Quinta brand and its 890-hotel portfolio, Jeff Ballotti spoke of Wyndham’s pursuit of growth in the midscale and economy business, which Ballotti said is “getting tremendous attention right now… because that’s where the growth is. It’s an area of the market that, if we could elevate the experience, has tremendous growth potential.”

The increasing importance of the economy travel segment has also not been lost on Peter Fankhauser, CEO of Thomas Cook Travel, with new efforts and strategies focusing specifically on group travel and mass tourism. “We decided to individualize the mass market. Every customer is treated as an individual. If (they) have a problem in the first 24 hours of (their) trip, we’ll solve it…We’ve also added services like choosing your room in advance”. These new efforts are designed to allow the customer preferences to be more at the forefront, which in turn will create more satisfied and loyal customers.

There are several opportunities for brands to make a connection and develop or deepen a long-term relationship with customers— no matter what category of travel is selected.

By focusing more on the experience of each individual, both Wyndham and Thomas Cook are making concerted efforts to grow their business and are taking cues from the 5 Human Truths in helping their customers feel more understood, special and equally importantly, giving them control over their travel.

The Airlines are also paying more attention to this segment, especially as the Legacy carriers face Low-Cost Competitors flying the latest Boeing 787s, 737s, and Airbus A330’s and 350’s. As a result, most are introducing Basic Economy fares to give travelers more options (and to maintain their loyalty). Virgin Atlantic CEO Craig Kreeger gave the introduction a great marketing spin: “We’re unveiling the biggest change to our Economy cabin in over a decade— launching three new ways to fly, and a host of innovations on the ground and in the air as part of a wider £300 million investment in our customers. We know that one size doesn’t fit all… our customers can afford to be choosy…We always want flying with Virgin Atlantic to be more special than other airlines, and we’ll never compromise on excellent service, industry-leading food and drink and cutting-edge in-flight entertainment— regardless of which Economy ticket our customers are traveling on, they’ll be able to enjoy all this onboard.”

Conclusion:

The concepts behind the 5 Human Truths are relevant and easily applied to the growing economy travel segment (which I witnessed first-hand during my recent trip to Chile). Whether it’s the first contact via the brand app, the cheerful and attentive smile of a flight attendant, the ability to stay connected throughout the journey, or the front desk associate offering suggestions of where to take in the best local cuisine, there are several opportunities for brands to make a connection and develop or deepen a long-term relationship with customers—no matter what category of travel is selected.

Trip Barrett is head of Travel Marketing Content and chairs the Portada’s Travel Marketing Board, including top-notch executives from the Travel Industry like Jennifer Adams [MD-Integrated Marketing, American Airlines], Ricardo Casco[Global Sales & Integrated Marketing, Avis Budget Group], Pablo Chiozza [SVP USA, Canada & Caribbean, ‎Latam Airlines], Alan Duggan [Regional VP Business Development, The Americas, ‎Meliá Hotels], Roberto Muñoz [VP, Strategic Partnerships & Loyalty, Aeromexico], José Luis Pérez [Head, Marketing Performance, Volaris] , Luis Perillo [VP, Sales & Marketing, Caribbean & Latin America, Hilton], Ángel de la Tijera [Top Accounts Commercial Head Mexico & Latin America, ‎American Express], and Alvaro Valeriani [Regional Vice President Sales & Marketing Latin America & Caribbean, ‎Hyatt Hotels]. This board, as well as the other Portada councils, will meet at PORTADA MIAMI, on 18-19 April. Click here to save your spot!

What: We looked at the number of Latin American Internet-users (and particularly Mexicans) who looked for travel information online in February.
Why it matters: Only 25% of Latin American Internet users were interested in travel websites in February, about 1% less than December 2017. For Mexico, the drop was 4%, from 35% to 31%.

Among the major topics Latin Americans like to browse online, travel is not a favorite. While about 90% of Internet users in this region look at entertainment content and 50% browse on e-commerce sites, only 25% are interested in travel information. As shown in the tables below, TripAdvisor is still the number-one site for Latin Americans’ travel plans, while Uber heads the list in Mexico.

Top 10 Travel Websites in Latin America, February 2018

 

Total Audience, Home and Work, PC/LaptopTotal Unique Visitors (000)
Total Internet: Total Audience190,287
Travel47,764
1Trip Advisor Inc.10,865
2Expedia Inc7,682
3Despegar-Decolar Sites6,978
4Priceline.com Incorporated6,578
5LATAM.COM3,883
6Airbnb Sites3,085
7GOL Linhas Aereas Inteligentes2,427
8Uber2,409
9MSN Travel1,668
10LanChile S.A.1,643
    [Source: comScore]
  • As said above, 25% of Latin American Internet users looked at travel content online.
  • 22.7% of travel-content users visited TripAdvisor.
  • Despegar-Decolar Sites received 14.6% of visits, while Priceline.com was visited by 13.7% of users.
  • 8.1% of users looked for airline-ticket information on LATAM.COM.
  • Airbnb was visited by 6.4% of users.
  • 5% of users looked for airline tickets on GOL Linhas Aereas Inteligentes.
  • Uber received another 5% of visitors.
  • MSN Travel and LanChile are at the bottom of the list, with 3.4% each.

Top 10 Travel Websites in Mexico, February 2018

 

Total Audience, Home and Work, PC/LaptopTotal Unique Visitors (000)
Total Internet: Total Audience68,613
Travel21,274
1Uber7,291
2TripAdvisor4,296
3Expedia Inc2,679
4Despegar-Decolar Sites1,219
5Priceline.com Incorporated1,217
6Volaris Sites1,191
7VIVAAEROBUS.COM1,182
8BUSOLINEA.COM731
9Aeromexico726
10MEXICODESCONOCIDO.COM.MX665
    [Source: comScore]
  • Uber was the most-visited website with 34.2%.
  • 20% of travel-content users visited TripAdvisor.
  • Expedia Inc received 12.5% of travel-related visits.
  • Very similar amounts of users visited Despegar-Decolar and Priceline: 5.7% each.
  • Volaris received 5.5% of visits, just the same as VIVAAEROBUS.
  • Busolinea and Aeromexico were visited by 3.4% of users each.
  • MEXICODESCONOCIDO received 3.1% of visits.

Portada Council System members are more than 70 senior brand marketing, agency and media executives from all over the Americas. Their input drives Portada’s content and networking platform. Portada Miami on April 18 and 19 in the brand new Hotel EAST will be a stellar setting for the official launch of the  Council System and for the meetings of the five different Council units. Most Council System members are also available for one-on-one meetings with attendees of Portada Miami who are Premium Level Ticket holders.

The Five Units of Portada’s Council System:

The Council of the Americas is the highest level unit in Portada’s Council System. Members are highly regarded C-level executives.

Perla Patricia Aragón León, Digital Marketing Director MX, L’Oréal
Ricardo Arias Nath, CMO, PepsiCo Latin America
Marcos Baer, president, Portada (Board Chair)
Adriana Bellinatti Grineberg, Regional Director, Pan-regional Latam, CENAM & Caribbean, Facebook
Gonzalo del Fa, President Multicultural, GroupM
Ana Ferrel, SVP, Marketing and Corporate Communications, MasterCard
Bruno Lambertini, CEO, Circus Marketing
Alberto Pardo, Founder & CEO, Adsmovil
Julian Porras, Chief Executive, Latin America Omnicom Media Group
Juan Manuel Romero, CEO, Metro International
Juan Saldivar, CEO & Founder, SWS (Board Coordinator)
José Maria Sanabría, CEO, GroupM Latin America

Additional C-level Portada Council of the America will be announced shortly.

A committee of brand marketing executives that target consumers through cultural insights and passion points throughout the Americas.

Patricia Aragón, Digital Marketing Director, L’Oreal Mexico
Margie Bravo,  Marketing Multicultural Champion, Coffee Mate, Nestle
Natalie Bursztin, Marketing Director, Totto
José Camargo, E-Commerce Subdirector, Best Buy Mexico
Angel Carmona, Regional Marketing Manager, Wilson Latin America
Javier Delgado, Group Director, Multicultural Marketing, Coca-Cola Company
Yamile Elias, Director of Business Innovation & Marketing, Pepsico

Kristin Sanchez, Multicultural Marketing Manager, Nestle USA
Marissa Fernandez, Director, Marketing Strategy and Fan Development, NFL
Manny Gonzalez, Senior Director-Multicultural, Moet-Hennessy USA
Carlos Leal, Senior Marketing Manager, Latin America, Abbott Laboratories
Cesar Melgoza, CEO & Founder, Geoscape
Kerina Mora,  Marketing Coordinator, Allstate Insurance
Iker Palazuelos Atolini, Salomon Latam, Brand Manager
Yvette Peña, VP, Multicultural Leadership Hispanic/Latino Audience Strategy, AARP
John Sandoval, Senior Brand and Latino Marketing Manager, Intuit
Ana Soto, National Media Manager, JC Penney
Cesar Taveras, Digital Marketing Manager, Rosetta Stone
Rafael Lopez-De-Azua, Head of Media and Digital – LATAM (Director), Coty
Seraj Bharwani, Chief Strategy Officer, AcuityAds

Additional major brand marketing executives will be added in the next few weeks.

 

A committee of senior media buying executives that use passion points and cultural insights to target consumers throughout the Americas.

Jose Bello, Total Market, Senior Director, Hearts & Science
Anabela Bonuccelli,
Managing Director, Havas Media Group
Dana Bonkowski, SVP Multicultural Lead, Starcom
Darcy Bowe, SVP, Media Director, Starcom
Karina Dobarro, VP Managing Director Multicultural Brand Strategy, Horizon Media
Marina Gunther, México Head of Trading, GroupM
Pablo Izquierdo Grandal, VP Client Services Latam, Havas Media Group
Ronald Mendez, Managing Partner Multicultural Lead, MediaCom
Parker Morse, Founder & CEO, HCode Media
Alvaro Pereda, Latam Deputy Head of Trading, GroupM
Michael Roca, Director Total Market Strategy, Procter & Gamble, Hearts & Science
David Queamante, SVP Media Director, UM Worldwide
Jorge Serrano, Latam Head of Trading, GroupM
Jessica Soto, Miami Head of Trading, GroupM
Garth Tiedje, SVP Director Video Investment, Horizon Media
Vilma Vale-Brennan, Managing Partner & Client Lead, Wavemaker
Lauren Wormser, Communications Planning Director, Mediacom
Jessica Roman, VP, Media Director, Publicis Groupe

Hugo Faria, Global Business Director, PHD Worldwide
Guillermo Florez H, Marketing Science and Strategy Director, Omnicom Media Group
Ricardo Fragale, SVP, Regional Trading Director PMX Latin America, Publicis Media

 

 

A highly regarded group of marketing executives that share their enthusiasm about travel and hospitality services as key passion points to engage consumers.

Jennifer Adams, Managing Director-Integrated Marketing, American Airlines
Ricardo Casco, Global Sales and Integrated Marketing Strategies, Avis Budget Group
Pablo Chiozza, SVP USA, Canada & Caribbean, ‎Latam Airlines Group
Alan Duggan,  ‎Regional VP Business Development ,The Americas, ‎Meliá Hotels
Roberto Muñóz, VP, Strategic Partnerships and Loyalty, AeroMexico
José Luis Pérez Rodríguez, Head, Marketing Performance, Volaris
Luis Perillo, VP, Sales & Marketing, Caribbean & Latin America, Hilton
Angel de la Tijera V. Top Accounts Commercial Head Mexico & Latin America, ‎American Express
Alvaro Valeriani, Regional Vice President Sales & Marketing Latin America & Caribbean, ‎Hyatt Hotels Corporation

A group of senior brand marketing executives that are very passionate about the strength of soccer and sports content throughout the Americas

John Alvarado, VP Brand Marketing, Crown Imports
Shawn Bryant, Managing Director, Intel Sports
Ward Bullard, Board Chair of Athletics Department, Stanford University
Ed Horne, EVP, Endeavor Global Marketing, Endeavor
Jorge Inda Meza, Marketing Director West Region (CA, NW, AZ, Hawaii), Anheuser- Busch
Daniel Keats, Director Consumer Marketing-Sponsorships, Allstate Insurance
Michael Neuman, EVP, Managing Director, Scout Sports and Entertainment
Felix Palau, VP Marketing, Heineken
Mike Tasevski, Vice President, North America Sponsorships, MasterCard
Tiago Pinto, Head of Gatorade – Latin America, Pepsico
Eduardo Perez , Partner & Founder, PM3

Portada’s Council membership is an exclusive by invitation only experience. Members are selected from an elite group of brand marketing, tech and media thought leaders.To find out more about how Portada’s content and networking platform can help your brand’s marketing objectives, please contact Portada Sales Manager Isabel Ojeda.

 

Portada Presents Its Travel Marketing Board of Senior Brand Execs. Their input will drive Portada’s content and networking platform.

Trip Barrett, a Global Brand Management and Business Development Leader with extensive experience in Hospitality, E-Commerce, and Entertainment Industries, will chair Portada’s expanded Travel Marketing Board, consisting of Senior- level Marketing Executives from leading companies across the Hospitality / Travel industries. He has lived in 9 countries on 4 continents and is an avid traveler who still gets that sense of excitement before beginning each trip. The first Travel Marketing Board in-person meeting will take place during Portada Miami (April 18-19, 2018, EAST Miami Hotel). 

The group of senior travel marketing executives who are very passionate about the hospitality and travel industries throughout the Americas includes:

Jennifer Adams, MD, Integrated Marketing, American Airlines
Ricardo Casco, VP, International Sales, Avis Budget Group
Pablo Chiozza, SVP, USA, Canada & Caribbean, Latam Airlines Group
Roberto Muñoz, VP, Strategic Partnerships and Loyalty, Aeromexico
José Luis Pérez Rodríguez, Head, Marketing Performance, Volaris
Luis Perillo, VP, Sales & Marketing, Caribbean & Latin America, Hilton
Ángel de la Tijera V, Top Accounts Commercial Head Mexico & Latin America, American Express
Álvaro Valeriani, Regional Vice President Sales & Marketing Latin America & Caribbean, Hyatt Hotels Corporation
Alan Duggan, Regional Vice President Business Development The Americas, Meliá Hotels International

Additional senior members of this invitation-only community of senior travel marketing executives will be announced soon.

Most Travel Marketing Board members will be available for one-on-one meetings with Premium Level ticket attendees of Portada Miami on April 18-19.

To find out more about how Portada’s content and relationship platform can help your brand, please contact Portada Sales Manager Isabel Ojeda.

Major brand marketers and innovators will gather at the tenth annual edition of Portada Miami in the Hotel EAST on April 18 and 19 to discuss topics like Voice-Based Technology, Gamers and Gambling, Attribution Models for Digital Media Agencies, App Marketing and much more. Register now here!

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Innovators and Brand Leaders attending Portada Miami are members of Portada’s powerful Council System of Brand Marketers and Agency Execs.

To ready the discussion for Portada Miami, Portada’s Chair of the Travel Marketing Board Trip Barret wrote the article below on 4 Ways Airlines Can Learn From Major Retail Brands.

What: With Amazon’s launch of Amazon Go a “first” in the Retail Industry, we look back at another game-changing ‘first’ in the airline industry: the introduction of the first 747 by Pan Am.
Why it matters: Both the Airline and Retail Industries are having to reinvent themselves continuously to be both profitable as well as the preferred choice of  consumers. Looking at how Amazon  vs  the Airlines build their Consumer / Brand relationships, we can see which efforts  bring more “value” into that relationship and, ultimately bottom line.

 

The news came out on January 22nd that Amazon had officially launched Amazon Go, widely believed to be the next transformative, and arguably disruptive step in the retail industry. This reminded me of a similar, widely heralded launch on January 22nd, in 1970, by Pan Am: the Boeing 747. The introduction of that flight greatly expanded air travel throughout the world, allowing lower fares and more non-stop flights over longer distances.

Related imageWhile the Airline and Retail Industries may have more perceived differences than similarities, the visions of Pan Am’s Juan Trippe and Amazon’s Jeff Bezos to make their globally-recognized companies bigger, bolder, and more ready to reach everywhere, are certainly in lockstep. But, unlike Pan Am, long recognized as a trailblazer faded into the history books of Iconic Brands, Amazon continues to generate increased demand and loyalty from its core customers, while creating new opportunities to bring new customers into the fold. In this article, I outline the main ways airlines can learn from the successful efforts Amazon has introduced.

1. The Classic 4 P’s: Product, Price, Promotion, and Place

The Airline Industry today is certainly much different from the glory days of Pan Am —passengers are a commodity, customer loyalty has dwindled as loyalty programs are devalued, aircrafts are likened to real estate (pitch vs profit), and while progress has been made in employee / management relations, the overall customer service “guest experience” still has a long way to go.

Looking at the Airline Industry through the lens of Jerome McCarthy’s Marketing Mix of the 4PsProduct, Price, Promotion, and Place, it is easy to conclude that most US Airlines have executed well against this model (and should continue to do so). In fact, you could even say that two additional P’s have been added successfully to the mix: Performance (load-factors, scheduling, fuel efficiency) and Profit (especially in ancillary fees).

Airlines have managed to add two additional P’s to the mix: Performance and Profit.

Airlines are increasingly investing in newer aircraft models (Product) and consumers have even more fare options, thanks to the introduction of “Basic Economy” (Price). In today’s Digital World, messaging, targeting and multiple offer options are available (Promotion), and given the consolidation of the Legacy Carriers as well as the growth of Low-Cost and Ultra Low-Cost Carriers, more and more destinations are being served by giving consumers more options (Place).

2. More P’s to Take Into Account

However, in the process of getting the 4 P’s right, the Consumer / Brand relationship has been increasingly overlooked, and it contributes a great deal to the long-term success of a company. In this context, two more P’s should be considered: ‘Persona’ (how the consumer feels about his or her ‘relationship’ with the brand, about its stance on social issues and employee relations, and how well he or she is treated), and ‘Preference’ (the consumer’s commitment / loyalty to the brand and vice versa).

If you take care of [your employees], they’ll take care of your costumers.
Bette Nash is the oldest working flight-attendant, with over 60 years of service at American Airlines.

Videos and social media postings of on-board interactions between flight crew and passengers are as disturbing as seeing uniformed crew members picketing for new contracts; and  these can impact a customer’s perception and choices. As Bill Marriott learned from his father, and still incorporates  at Marriott, “If you take care of them (employees), they’ll take care of your customers and the customers will keep coming back again and again.” American Airlines recently celebrated Bette Nash’s 60th anniversary as a Flight Attendant; when interviewed, Bette revealed the ‘secret’ of how a Brand can successfully engage the ‘Persona’ point: “I love my people. I know my customers. I know what they want. The airline thinks names are important, but I think people’s needs are very important. Everybody wants a little love.”

The airline thinks names are important, but I think people’s needs are very important. Everybody wants a little love.

The second P, Preference, has really seen major changes in the last few years as the Airline Industry has massively changed their loyalty programs (devaluing miles, increasing award level pricing, adding minimum spend requirements, and fare-based vs distance-based mileage earnings) while trying to convince their loyal flyers that it is in their best interest. However, there is an inherent flaw in this approach: with almost all airlines, travelers must re-qualify their status each year to continue to be ‘appreciated and valued’ by the Airline. If the traveler’s business with the Airline reduces in a given year, the ‘love’ or status returned will also diminish—which then begins a downward spiral of the overall relationship between consumer and brand.

3. All Relationships Need a True Purpose

This yearly ‘dance’ reminds me of a poem by an unknown author which outlines the 3 types of friendships: 1) Friends for a Reason (to meet a need, but ends once that is accomplished), 2) Friends for a Season (to grow and seek new experiences which bring great joy, but are also of limited duration), and 3) Friends for Life (indefinite relationships built upon emotions and commonly shared experiences.) By applying these concepts to Consumer / Brand relationships, my assumption would be that a majority of the relationships consumers have with brands would fall into the “Reason” or “Season” categories, with few falling into the “Life” category.

[A buyer’s] decision may fall into the ‘Brand for a Reason’ category, more so by accident than by design.

Given the transparency of the digital world, the airline and hospitality industries, in general, fit squarely into this analogy. For the infrequent, or price-sensitive traveler who will most likely seek out options via the web on Expedia, Priceline or Kayak vs checking with an individual airline, his or her decision falls into the “Brand for a Reason” category —which may be a one-time occurrence or may happen again—, more so by accident than by design or conscious choice.

Road warriors will maximize their efforts to concentrate their business with one carrier in order to achieve the ever-elusive elite status. These travelers fall into the “Brand for a Season” category—and while they make the best of it during the high-travel years, they ultimately know (or come to realize) that the relationship won’t last forever and ultimately they will part ways with the Brand (unless they are in the small group of Ultra Road Warriors who manage to earn one of the “Status for Life” Elite levels.)

Then there are those consumers who do establish a relationship with a brand, perhaps first through the original 4P’s of marketing. As they mature, they find the brand also satisfies and delivers on their Persona and Preference expectations—they’ve entered the “Brand for Life” category.

4. Taking a page from Amazon’s book

Having consumers enter the “Brand for Life” category is a huge accomplishment for an Airline, or for any industry, and it is exactly what Jeff Bezos and Amazon have accomplished. From its inception, Amazon’s mission and vision have been “To be earth’s most customer-centric company; to build a place where people can come to find and discover anything they might want to buy online, ” and it has delivered on that since day one. The Four P’s of Marketing-Check. Performance-Check. Profit-check out the stock price!. So how about Persona and Preference?

Customers are all treated equally well—whether a Prime Member or the occasional shopper. As it expands, Amazon continues to emphasize increasing its knowledge of its customers, while simplifying their lives as well as their purchasing decisions. It has grown from selling books, music, and videos, to bringing unlimited options to their customers across multiple touch-points—from consumer goods to groceries, to technology, to streaming content. Preference-Check. As Amazon narrows its search for its second headquarters (which will add new employment opportunities) and progresses with its newly announced efforts with Berkshire-Hathaway and JP Morgan to address employee health care costs/needs, it continues to show its leadership and vision for planning for the future, further endearing itself to its consumers, who have come to expect remarkable things from the company. Persona-Check.

And so, January 22nd stands out as a significant date for two Iconic Brands albeit nearly 50 years apart: the launch of the first scheduled 747 flight, recalling Pan Am, the Airline that transformed the way the world travels, and the launch of Amazon Go, Amazon’s next step in meeting and exceeding its customers’ needs and expectations, and impacting the retail industry into the foreseeable future. The Airlines are much better positioned for success than Pan Am, but the true measure will be whether they can develop the strong Consumer / Brand Relationship with its customers the way Amazon does on an ongoing basis.

Trip Barrett is head of Travel Marketing Content and chairs the Portada’s Travel Marketing Board, including top-notch executives from the Travel Industry like Jennifer Adams [MD-Integrated Marketing, American Airlines], Ricardo Casco [Global Sales & Integrated Marketing, Avis Budget Group], Pablo Chiozza [SVP USA, Canada & Caribbean, ‎Latam Airlines], Alan Duggan [Regional VP Business Development, The Americas, ‎Meliá Hotels], Roberto Muñoz [VP, Strategic Partnerships & Loyalty, Aeromexico], José Luis Pérez [Head, Marketing Performance, Volaris] , Luis Perillo [VP, Sales & Marketing, Caribbean & Latin America, Hilton], Ángel de la Tijera [Top Accounts Commercial Head Mexico & Latin America, ‎American Express], and Alvaro Valeriani [Regional Vice President Sales & Marketing Latin America & Caribbean, ‎Hyatt Hotels]. This board, as well as the other Portada councils, will meet at PORTADA MIAMI, on 18-19 April. Click here to save your spot!

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A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • AeroméxicoAeroméxico signed a sponsorship deal with Dutch soccer club PSV, to become the team’s official airline until 2019. The financial terms of the agreement have not been released.
  • English soccer team Arsenal extended its long-running shirt sponsorship deal with Emirates for five more years. The airline’s logo will remain on the front of the shirts and on the training kit until the end of the 2023/24 season. The financial terms of the agreement have not been released.
  • FC Bayern Munich and FC Dallas have announced a comprehensive partnership, the first of its kind, to exchange talent, allowing players to experience different coaching styles and settings to enhance their development.

Subscribe to Portada daily Sports Marketing Updates!

  • Univision DeportesUnivision Deportes will broadcast Scotiabank CONCACAF Champions League on UDN, Univision Deportes Radio, and its digital platforms, featuring Univision Deportes’ team of broadcasters.
  • FC Barcelona is likely to reach its goal of 1 billion euros ($1.2 billion) in sales ahead of schedule, thanks to broadcast rights and tickets surges, President Josep Bartomeu stated. According to Bloomberg, “the world’s third-largest soccer team may reach 900 million euros in revenue this season, a jump of more than 20 percent on the previous 12 months.”
  • Argentina’s National Soccer Association (AFA) signed its latest sponsorship deal with food company Mostaza. The deal hasn’t been made official yet, but Mostaza’s logo already appears on AFA’s official sponsor’s list.

For the tenth annual edition of Portada Miami we are kicking it up a notch or two :-). First, We are having our marquee Miami event in the brand new design hotel EAST Miami in Brickell, which will also be the setting for the official launch of Portada’s brand new Council System of more than 50 senior brand marketing executives from all over the Americas. Second, Portada Miami Premium Level Ticket holders will be able to meet Portada council members and other VIPs present at Portada Miami for one-on-one 10 minute meetings.

https://www.portada-online.com/events/PortadaMIami/

Expect the best content, fun interactive functions and great food and drinks in one of Miami’s best hotels! The forward-looking agenda will cover disruptive and innovative topics such as machine learning, VR, and data intelligence for more efficient marketing and more.

An additional attraction is the option we offer Portada Miami Premium Level Ticket holders to meet Council members and other VIPs present at Portada Miami for one-on-one 10 minute meetings. These include executives from companies including Anheuser-Busch, Allstate, ComCast, L’Oreal, JC Penney, PepsiCo, GroupM, Heineken, Starcom, MasterCard, Wilson and dozens more! Check out the list below, and fill out this online form with your choices! We will get back to you! Questions?  Reach out to Marketing and Sales Coordinator  Andrea Arizmendi.

  • Senior Marketing Manager, Latin America, Abbott Laboratories
  • VP Strategic Partnerships and Loyalty, Aeromexico
  • Director Consumer Marketing-Sponsorships, Allstate Insurance
  • Manager, Consumer Marketing, Allstate Insurance
  • Managing Director-Integrated Marketing, American Airlines
  • Head of Marketing West Region, Anheuser- Busch
  • VP International Sales, Avis Budget Group
  • E-Commerce Subdirector, Best Buy Mexico
  • Marketing Multicultural Champion, Coffee Mate, Nestle
  • Director of Media, Brand Strategy, Comcast
  • EVP, Endeavor (ING)
  • President Group M, GroupM
  • Global Marketing Communications Director, Grupo Bimbo
  • CEO, Group M Latin America
  • VP Marketing, Heineken
  • VP, Sales & Marketing, Caribbean & Latin America, Hilton
  • VP, Managing Director, Multicultural Brand Strategy, Horizon Media
  • SVP, Director Video Investment, Horizon Media
  • Regional Vice President Sales & Marketing Latin America & Caribbean, Hyatt Hotels
  • Managing Director, Intel Sports
  • Media Manager, JC Penney
  • Digital Marketing Director, L’Oreal Mexico
  • Sr. VP USA, Canada & Caribbean, ‎Latam Airlines Group
  • VP, North America Sponsorships, MasterCard
  • Managing Partner, Multicultural Lead, MediaCom
  • Regional Vice President Business Developement The Americas, Meliá Hotels Intenational
  • Senior Director, Multicultural, Moet Hennessy USA
  • Director, Marketing Strategy and Fan Development, NFL
  • Group Account Director, OMD Multicultural
  • Director of Business Innovation and Marketing, PepsiCo
  • CMO, PepsiCo Latin America
  • Head of Gatorade – Latin America PepsiCo 
  • Director, Publicis Group
  • Senior Marketing Manager, Hispanic Markets, Rent-A-Center
  • Head of Multicultural Marketing, Rosetta Stone
  • Brand Manager Latin America, Salomon Latam
  • EVP Managing Partner, Scout Sports and Entertainment
  • Board Chair at Athletics Department Stanford University
  • ‎SVP, Multicultural Lead, Starcom
  • VP Media Director, Starcom 
  • Marketing Director, Totto
  • SVP, Media Director, UM Worldwide
  • Head of Marketing Performance, Volaris
  • Managing Partner, Client Lead, Wavemaker
  • Business Manager Latin America, Wilson Sporting Goods
  • VP, Media Integration, Zubi Advertising

The above list will be expanded with additional major brand and agency players in the next few weeks. Questions?  Reach out to Marketing and Sales Coordinator  Andrea Arizmendi.

Portada’s Council membership is an exclusive by invitation only experience. Members are selected from an elite group of brand marketing, tech and media thought leaders.To find out more about how Portada’s content and networking platform can help your marketing objectives, please contact Portada Sales Manager Isabel Ojeda.

Portada Council System members are more than 70 senior brand marketing, agency and media executives from all over the Americas. Their input drives Portada’s content and networking platform. Portada Miami on April 18 and 19 in the brand new Hotel EAST will be a stellar setting for the official launch of the  Council System and for the meetings of the five different Council units. Most Council System members are also available for one-on-one meetings with attendees of Portada Miami who are Premium Level Ticket holders.

The Five Units of Portada’s Council System:

The Council of the Americas is the highest level unit in Portada’s Council System. Members are highly regarded C-level executives.

Ricardo Arias Nath, CMO, PepsiCo Latin America
Andres Amezquita, VP Commercial Excellence, Latin America Stanley Black & Decker
Peter Amaro, VP, Raine
Gonzalo del Fa, President Multicultural, GroupM
Ana Ferrel, SVP, Marketing and Corporate Communications MasterCard
Bruno Lambertini, CEO, Circus Marketing
Julian Porras, Chief Executive, Latin America Omnicom Media Group
Juan Manuel Romero, CEO, Metro International
José Maria Sanabría, CEO, GroupM Latin America

Additional C-level Portada Council of the America will be announced shortly.

 

A committee of brand marketing executives that target consumers through cultural insights and passion points throughout the Americas.

Patricia Aragón, Digital Marketing Director, L’Oreal Mexico
Margie Bravo,  Marketing Multicultural Champion, Coffee Mate, Nestle
Natalie Bursztin, Marketing Director, Totto
José Camargo, E-Commerce Subdirector, Best Buy Mexico
Angel Carmona, Regional Marketing Manager, Wilson Latin America
Yamile Elias, Director of Business Innovation & Marketing, Pepsico

Kristin Sanchez, Multicultural Marketing Manager, Nestle USA
Marissa Fernandez, Director, Marketing Strategy and Fan Development, NFL
Manny Gonzalez, Senior Director-Multicultural, Moet-Hennessy USA
Carlos Leal, Senior Marketing Manager, Latin America, Abbott Laboratories
Cesar Melgoza, CEO & Founder, Geoscape
Kerina Mora,  Marketing Coordinator, Allstate Insurance
Iker Palazuelos Atolini, Salomon Latam, Brand Manager
Yvette Peña, VP, Multicultural Leadership Hispanic/Latino Audience Strategy, AARP
John Sandoval, Senior Brand and Latino Marketing Manager, Intuit
Ana Soto, National Media Manager, JC Penney
Cesar Taveras, Digital Marketing Manager, Rosetta Stone
Rafael Lopez-De-Azua, Head of Media and Digital – LATAM (Director), Coty

Additional major brand marketing executives will be added in the next few weeks.

 

A committee of senior media buying executives that use passion points and cultural insights to target consumers.

Jose Bello, Total Market, Senior Director, Hearts & Science
Anabela Bonuccelli,
Managing Director, Havas Media Group
Dana Bonkowski, SVP Multicultural Lead, Starcom
Darcy Bowe, SVP, Media Director, Starcom
Karina Dobarro, VP Managing Director Multicultural Brand Strategy, Horizon Media
Marina Gunther, México Head of Trading, GroupM
Pablo Izquierdo Grandal, VP Client Services Latam, Havas Media Group
Ronald Mendez, Managing Partner Multicultural Lead, MediaCom
Parker Morse, Founder & CEO, HCode Media
Alvaro Pereda, Latam Deputy Head of Trading, GroupM
Michael Roca, Director Total Market Strategy, Procter & Gamble, Hearts & Science
David Queamante, SVP Media Director, UM Worldwide
Isabella Sanchez, VP-Media Integration, Zubi Advertising
Jorge Serrano, Latam Head of Trading, GroupM
Jessica Soto, Miami Head of Trading, GroupM
Garth Tiedje, SVP Director Video Investment, Horizon Media
Vilma Vale-Brennan, Managing Partner & Client Lead, Wavemaker
Lauren Wormser, Communications Planning Director, Mediacom
Jessica Roman, VP, Media Director, Publicis Groupe

 

 

 

A highly regarded group of marketing executives that share their enthusiasm about travel and hospitality services as key passion points to engage consumers.

Jennifer Adams, Managing Director-Integrated Marketing, American Airlines
Ricardo Casco, Global Sales and Integrated Marketing Strategies, Avis Budget Group
Pablo Chiozza, SVP USA, Canada & Caribbean, ‎Latam Airlines Group
Alan Duggan,  ‎Regional VP Business Development ,The Americas, ‎Meliá Hotels
Roberto Muñóz, VP, Strategic Partnerships and Loyalty, AeroMexico
José Luis Pérez Rodríguez, Head, Marketing Performance, Volaris
Luis Perillo, VP, Sales & Marketing, Caribbean & Latin America, Hilton
Angel de la Tijera V. Top Accounts Commercial Head Mexico & Latin America, ‎American Express
Alvaro Valeriani, Regional Vice President Sales & Marketing Latin America & Caribbean, ‎Hyatt Hotels Corporation

A group of senior brand marketing executives that are very passionate about the strength of soccer and sports content throuhout the Americas

John Alvarado, VP Brand Marketing, Crown Imports
Shawn Bryant, Managing Director, Intel Sports
Ward Bullard, Board Chair of Athletics Department, Stanford University
Ed Horne, EVP, Endeavor Global Marketing, Endeavor
Jorge Inda Meza, Marketing Director West Region (CA, NW, AZ, Hawaii), Anheuser- Busch
Daniel Keats, Director Consumer Marketing-Sponsorships, Allstate Insurance
Michael Neuman, EVP, Managing Partner, Horizon Media
Felix Palau, VP Marketing, Heineken
Mike Tasevski, Vice President, North America Sponsorships, MasterCard
Tiago Pinto, Head of Gatorade – Latin America, Pepsico

 

Portada’s Council membership is an exclusive by invitation only experience. Members are selected from an elite group of brand marketing, tech and media thought leaders.To find out more about how Portada’s content and networking platform can help your brand’s marketing objectives, please contact Portada Sales Manager Isabel Ojeda.

 

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

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Volaris

Mexican economy airline Volaris announced in May that it would offer new daily nonstop air service from San Antonio to Mexico City starting Sept. 15. The flight was celebrated at Gate A7 with music and food from La Gloria. San Antonio has managed to corner the market on Mexico, with more than double the amount of flight capacity to Mexico than Austin currently offers, and with 1,000 daily seats to Mexico, 600 of those into Mexico City.Mexican carrier Interjet already offers two daily flights on weekdays from San Antonio to Mexico City. Aeromexico offers one daily flight. San Antonio International Airport also offers direct flights to Monterrey and, on a seasonal basis, Cancun. According to Volaris’ Revenue Manager Juliana Ramirez “This is the Hispanic market connecting between Mexico and the U.S., but also we are looking at a lot of leisure and business travelers as well.”Texas represents a key market for Volaris, due to its sizable Hispanic population, and Juliana Ramirez looks for all seats on Volaris flights bound for Mexico and back to be full.Prices, one way, will start at US$99, so the round-trip fare will be around US$200.

  • MetLife

MetLife has appointed GroupM’s MediaCom as its new U.S. media agency following a review that included various agencies. MediaCom sibling MEC (in the process of merging with Maxus and becoming Wavemaker) which the incumbent on the business did not defend. The agency held the U.S. account for about two years. MetLife spent approximately US$57 million on ads in 2016.The account will be handled out of MediaCom’s New York office.

 

 

 

 

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

 

  • MillerCoors

MillerCoors has selected Alma DDB to handle creative duties on Mexican brew Sol, a brand the company is taking over from Heineken, according to Adage. MillerCoors expects to give the brew significant marketing support as the beer brand is MillerCoors’ gateway to the Mexican import category. Earlier this summer, MillerCoors struck a deal to assume distributing, marketing and selling rights on Sol for a 10-year period, effective Oct. 1. Sol’s official launch under MillerCoors is planned for March.Heineken, on the contrary, prioritized its two larger Mexican brews, Dos Equis and Tecate. While Sol is the fifth-largest beer brand in Mexico, founded in 1899, it represented less than 1% of Heineken USA’s volumes, according to a Evercore ISI. Last February, MillerCoors moved its media buying and planning business from Interpublic to Publicis Groupe.

 

 

  • Havas Media

Havas Media has launched its out-of-home division Adcity in the U.S., following its rollout in Europe, Asia and Latin America.The shop’s U.S. operation will be based in New York and will be aligned with Havas Media here to serve U.S. clients.The Adcity platform integrates consumer socio-demographic, behavioral, mobility and media data to help clients optimize campaigns in near real-time.The firm has also extended its existing strategic alliance with ProjectX, an OOH ad-tech platform focused on buying audiences (not sites), to the Adcity U.S. operation. The two companies have been working together in other regions since 2015.

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

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.

To subscribe to Portada’s Interactive Database of Marketers targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads LatAm editions, click here. 

  • Carlsberg Group

Danish brewery group Carlsberg Group has tapped IPG Mediabrands media shop Initiative to handle its global media planning and buying following a competitive pitch.The brands previously worked with Omnicom-owned OMD. The appointment will be effective January 2018. The account is believed to be more than US$100 million globally.

 

 

 

  • Hilton

Hilton has announced the expansion of its Latin American footprint with new deals signed in Central America. Now, Hilton boasts a pipeline of nine hotels across five countries in Central America. These nine projects will deliver approximately 1,300 Hilton guest rooms in Central America, representing more than 10 per cent of the company’s pipeline of approximately 11,300 rooms in Latin America – where Hilton has more than 70 properties under development. The addition of these hotels in Central America will also have a positive impact on employment, representing an estimated 1,000 jobs. The additional properties include: Mahogany Bay Resort & Beach Club, Curio Collection by Hilton, Gran Hotel Costa Rica, Curio Collection by Hilton, Botanika Osa Peninsula, Curio Collection by Hilton, DoubleTree by Hilton Hotel San Jose La Sabana, Hilton Garden Inn Santa Ana, Hampton Inn by Hilton San Jose La Sabana, Hilton Garden Inn Tegucigalpa, Hampton Inn by Hilton David. Hilton currently has a portfolio of more than 100 hotels and resorts open and welcoming travelers in Latin America, with 14 in Central America.

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • LATAM

LATAM, the airline that resulted from the merger of TAM from Brazil and LAN from Chile in 2012, is developing into the most respected airline in the Americas and is set to dominate South America. By 2020, this airline expects to be the most dominant in the continent, and it intends to achieve this position with a plan concocted in 2015. LATAM was conceived in 2015 and has become since then the largest airline in Latin America with 46,000 employees operating subsidiaries in Argentina, Brazil, Chile, Colombia, Ecuador, and Peru. LATAM’s modern fleet is made up of more than 300 state-of-the-art Boeing and Airbus jets. In 2016, the airline’s profits jumped 10% to US$568 million with a margin of 6% after streamlining its operations post merger.Since LATAM operates across South America and the Caribbean, most of its flights are international routes.

 

  • Grupo Campari

Grupo Campari, italian alcoholic and non-alcoholic beverages producer, has chosen WPP’s agency team for its’ communication. The group has a portfolio of more than 50 premium brands, including Aperol, Appleton Estate, Campari, SKYY, Wild Turkey and Grand Marnier, and has selected WPP’s agencies as its’ global partner for marketing and communication services. The agreement includes advertising, PR, media investment, digital, data management, research, live communication and branding services, both internationally and locally. The Campari team will be based in Milan offices, near Grupo Campari headquarters, allowing each brand to access WWP communication and marketing services around the world.

 

  • Aeromexico

Earlier this year Aeromexico and Delta became the official airlines sponsors of the Mexican National Football Team – and now Mexico’s flag carrier has made the decision to be a sponsor for World Travel Awards Latin America Ceremony.Mexico’s global airline serves more than 90 destinations in Mexico, the United States, Canada, Central & South America and Europe, as well as being the only airline in Latin America to offer customers regular and direct flights to Asia.The eagerly anticipated Latin America Ceremony 2017 will take place at the Hard Rock Hotel Riviera Maya on September 9th.World Travel Awards Ceremonies are widely regarded as the best networking opportunities in the travel industry, attended by government and industry leaders, luminaries and international print and broadcast media.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

@CarlsbergGroup@HiltonHotels @InitiativeWW @LATAMAirlines@GruppoCampari @Aeromexico

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 Latin American consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads LatAm editions, click here.

  • Hyatt House

Hyatt House Mexico City/Santa Fe has opened, marking the first opening of a Hyatt House hotel in Mexico and Latin America. With the new property, the Hyatt House brand enters the Latin American market with an innovative hospitality offering. Grupo Presidente, a Mexican hospitality company, will be responsible for hotel operations.

 

 

 

 

  • InterContinental Hotels Group 

InterContinental Hotels Group (IHG) announced the opening of the Crowne Plaza Barranquilla hotel marking the Crowne Plaza brand’s return to Colombia. The 76-room new-build hotel is located within the Torres del Atlántico business complex.Owned and managed by Hoteles Cacique Internacional S.A.S., the Crowne Plaza Barranquilla hotel is franchised by an affiliate of IHG and is part of IHG’s diverse family of brands in nearly 100 countries and territories.Hoteles Cacique Internacional S.A.S also owns Holiday Inn® Bucaramanga Cacique hotel, which opened in the northeastern Colombian city of Bucaramanga in 2013.The Crowne Plaza Barranquilla is located in the Buenavista neighborhood.The hotel is IHG’s fourteenth property in Colombia and second property in the city, the first being the Holiday Inn Express® Barranquilla Buenavista that opened last year.Some of IHG’s most iconic properties in Mexico, Latin America and the Caribbean announced a series of multi-million dollar renovations.IHG has hotels in nearly 100 countries, with 223 hotels and 37,846 rooms throughout Mexico, Latin America and the Caribbean. With roots in Latin America, IHG’s first InterContinental® hotel opened in Belem, Brazil in 1946.

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • Hertz/Aeroméxico

Hertz Global Holdings, Inc. has announced that its wholly owned subsidiary, The Hertz Corporation, has signed a three-way and exclusive partnership agreement with Hertz Mexico (operated by Avasa) and Aeroméxico, Mexico’s leading airline. Aeroméxico passengers can now book car rental at the best available rates for Hertz and Firefly in Mexico and with Hertz, Dollar, Thrifty and Firefly in any of the airline’s rest of world destinations, via the airline’s website (Aeromexico.com) and call center.The special rates for Hertz and Firefly in Mexico are also available to customers who present an Aeroméxico boarding pass at the brands’ car rental desks in airports across the country. In addition, Hertz Mexico will display Aeroméxico branding and customer offers on its website and at all of the car rental company’s airport locations.Aeroméxico is a major international airline serving more than 20 million customers, flying to 84 destinations in Mexico; North, South, and Central America; the Caribbean, Europe, and Asia.

  • Long Island Iced Tea Corp.

Long Island Iced Tea Corp, a growth-oriented company focused on the non-alcohol ready-to-drink tea segment in the beverage industry, announced new partnerships to distribute its beverages in Ecuador through Dinusa S.A. (“Dinusa”) and in Costa Rica through Gaia Foods CRC S.A. (“Gaia Foods”).Consistent with the company’s strategic focus on Latin America, Long Island Iced Tea® is now distributed across four countries in Central and South America.

 

 

 

 

  • Dentsu Aegis Network

Dentsu Aegis Network has rebranded Dentsu Media as dentsu X, an integrated agency network combining communication, media planning, content creation, technology, data and behavioural insight.The new agency was conceptualised around the idea that personalised and relevant experiences are key for brands to attract customers.dentsu X will roll out in key markets in Europe, Middle East and Africa within this year, with subsequent expansion into the US.Takaki Hibino, will continue as the global brand president of dentsu X.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

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.

To subscribe to Portada’s Interactive Database of Marketers targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads LatAm editions, click here.

  • Ryanair

Ryanair has started selling flights to the US and Latin America, as part of a partnership with Air Europa.  The airline’s CEO, Michael O’Leary, announced the move, which he said was a step towards Ryanair becoming the “Amazon of travel”.The flights will depart from Madrid and call at 20 destinations across the Americas, including Argentina, Brazil, Cuba, Mexico and the US.The new flight partnership will give Air Europa access to Ryanair’s 130 million odd customers.

 

 

 

  • Delta

Delta is expanding Delta Comfort+ fares to more markets. With this expansion, Delta will now offer Delta Comfort + as a fare to all destinations in the Asia-Pacific and Latin America/Caribbean regions, as well as the U.S. and Canada. Effective May 20, Delta will begin selling Delta Comfort+ as a fare for flights departing September 20, 2017, and beyond in the following travel regions:Between the U.S. and Canada and Brazil, Argentina, Peru and Chile, between the U.S. and Canada and China and Hong Kong, within the Asia-Pacific region, now including China and between Asia-Pacific region markets and Latin America / Caribbean markets, now including China, Hong Kong, Brazil, Argentina, Peru and Chile.

 

  • Havas LATAM

Havas LATAM has acquired Big Data analytics agency Intellignos, after taking a 40% stake in the company between 2012 and 2014.  With this move, Intellignos becomes part of Havas Group’s global data consulting agency DBi.  DBi will work with Havas LATAM clients to increase their revenues by driving meaningful connections with consumers through data intelligence and technology solutions, from data management to advanced analytics.Founded in 2007, Intellignos is headquartered in Miami with additional offices in Argentina, Chile, Colombia and Mexico.  The agency is LATAM’s leading consultancy firm and builds intellectual property to help the most challenging companies in the world improve their competitive situation through the creative and innovative use of Big Data.  Clients are major companies that use the Internet as an important source of revenue: Fox Latin America Channels, DirecTV, The Walt Disney Company, Mercado Libre, Telefonica-Movistar, Cencosud and UNICEF, and others.  Intellignos co-founder Juan Manuel Damia becomes DBi’s Head of Latin America.

 

  • Expedia

Expedia is opening Cuba hotel market for consumers. Expedia, Inc., the online travel company, announced that travelers can now book hotels in Cuba on its global points of sale, including Expedia.com, Hotels.com, Travelocity, Orbitz, and CheapTickets. Cuba continues to generate interest as a hot destination among travelers; its Ministry of Tourism reported more than four million foreign visitors in 2016.

 

 

  • 99POP

A Latin American competitor to Uber — 99 — has raised US$100 million from SoftBank of Japan to fuel growth, according to the Brazilian startup’s chief.SoftBank will become a minority shareholder in the privately held 99, as the ride-hailing service Didi Chuxing of China did when it backed the startup in January. SoftBank is also a major investor in Didi Chuxing.The transaction, puts another obstacle in Uber’s path to succeed in emerging markets.Fernandez said that 99 planned to use the new capital to expand its peer-to-peer ride offering, called 99POP, which it started in the fourth quarter of last year.

 

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • Aeromexico

Aeromexico will begin service from Seattle-Tacoma International Airport to Mexico City beginning November 1, 2017. The daily nonstop flight will be on a 160-seat Boeing 737-800 airplane and will feature Clase Premier, AM Plus, and coach seating. Aeromexico serves more than 80 cities on three continents, including 44 destinations in Mexico, 19 in the United States, 15 in Latin America, four in Canada, four in Europe, and three in Asia.

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

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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.

To subscribe to Portada’s Interactive Database of Marketers targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads LatAm editions, click here.

  • Hilton

Hilton announced the opening of Hilton Rio de Janeiro Copacabana, marking a significant milestone as the company’s 100th hotel in Latin America. The 545-room beachfront Hilton Rio de Janeiro Copacabana is one of the largest hotels in the famous Copacabana neighborhood, one of Brazil‘s most visited destinations, and represents Hilton’s second property in the city.The iconic beachfront hotel in Rio, which was built in 1975 and completed an extensive renovation in 2011, includes 545 rooms featuring the brand’s sophisticated amenities for guests traveling on leisure or business to the South zone of Rio de Janeiro. Hilton plans to open approximately 20 properties across Latin America in 2017, including hotels and resorts in Belize, Brazil, Colombia, Costa Rica, Mexico, Peru and Uruguay. In addition to the opening of Hilton Rio de Janeiro Copacabana, highlights include two Conrad Hotels & Resorts properties in San Luis Potosi, Mexico and Cartagena, Colombia; two Curio – A Collection by Hilton hotels in Mahogany Bay Village, Belize and San Jose, Costa Rica; a DoubleTree by Hilton hotel in Iquitos, Peru; a Hampton by Hilton hotel in Montevideo, Uruguay; and more than 10 openings in Mexico.

  • Ribeiro

Year after year, for the Women’s Day and the Mother’s Day or for any other special day, brands use to promote their products. They give the consumers the possibility to buy it for “mom” or for “the woman of the house”.But, does anybody thought that those gifts like hoovers, blenders, washing machines or irons in fact it’s only an element to work at home and not really a gift?That’s why Publicis Buenos Aires generated #RegalaleUnRegalo, a Minicuotas Ribeiro’s campaign. The prices for domestic appliances that mean work for the women at home were at unachievable costs, leaving aside the sales after a particular message: an iron or a hoover are not and never should have been a gift option.Across the Women’s Day campaign, Minicuotas Ribeiro encourages to delight women, defending their role and giving real gifts to them. Ribeiro’s account director at publicis is Paula Katz.

 

 

 

 

 

  • City Express

Hoteles City Express has announced that Jaguar Growth Partners – a privately-held investment management firm focused on global growth markets – has made an investment for approximately 9.7% of the total Shareholders Equity of the Company to establish a strategic partnership between the two firms.The investment was made through Jaguar’s real estate private equity strategy, which focuses on investing opportunistically in real estate related operating platforms and companies in key Latin American markets.Support from long-term investors with real estate optimization expertise such as Jaguar helps advance Hoteles City Express’ commitment to its shareholders’ to continue being the best investment option for value creation.Jaguar has previously completed investments in several other operating platforms and real estate companies in Latin America with significant success.Headquartered in New York with an office in Sao Paulo, Jaguar is a privately-held investment management firm specializing in real estate private equity in growth markets globally. Hoteles City Express is one of the fastest-growing limited-service hotel chain in Mexico in terms of number of hotels, number of rooms, geographic presence, market share and revenues. With 124 hotels in operation located throughout Mexico, Costa Rica, Colombia and Chile, Hoteles City Express operates five distinct brands: City Express, City Express Plus, City Express Suites, City Express Junior and City Centro to serve different segments of its target market.

 

 

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • Delta & Aeromexico

Delta Air Lines and Aeroméxico has closed a multi-year sponsorship with the Federación Mexicana de Fútbol (FMF), the national governing body for the sport of soccer in Mexico and the Mexican National Team (MNT). The sponsorship designates the two airlines as The Official Airline Partners of the Mexican National Team.The sponsorship promises to deliver premier fan experiences, community engagement and unique online content.  With over 140 million loyal MNT fans living in Mexico and the United States, MNT plays an important role in the Hispanic culture and provides a natural platform to celebrate the start of the joint co-operation agreement between Delta and Aeromexico once the JCA becomes effective.Delta and Aeromexico will serve not only as the team’s official airlines, but the global sponsorship will include an array of promotional assets around all games in Mexico, Mexico hosted games in the U.S. as part of the annual MNT U.S. Tour, and at World Cup qualifiers and international exhibitions played in both countries.

 

  • Publicitas International

Publicitas International, one of the world’s leading advertising services companies, announced a corporate rebranding and name change to NEWBASE, emphasising its new identity as an independent, technology-enabled media consultancy. Operating in over 30 major markets, the NEWBASE team works with the world’s media, technology, data and market research to drive sales for their clients. NEWBASE has transitioned to an independent, full service company providing strategic input across all advertising channels, combining its legacy in traditional media with technology solutions for reaching audiences.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

 

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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 Multicultural consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Grant Thornton

Grant Thornton LLP has selected Dentsu Aegis’s gyro Chicago as its agency of record following a formal review. Founded in Chicago in 1924, Grant Thornton LLP (Grant Thornton) is the U.S. member firm of Grant Thornton International Ltd, one of the world’s leading organizations of independent audit, tax and advisory firms. The firm had previously worked with Doremus.The agency will be responsible for developing and launching a new brand campaign, creative platform and media plan.

 

  • H&R Block

Tax preparation services company H&R Block has consolidated its US $80 million broadcast media planning and buying business with Publicis Media agencies. Omnicom’s OMD was the incumbent. Mediavest | Spark will be in charge of  media planning and buying . Fallon, the client’s creative agency, picked up social media duties from WPP’s VML.Razorfish, also part of Publicis Media, will continue as Block’s Digital AOR. Block spent approximately US$146 million on ads across all media in 2016, according to Kantar Media.

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Estrella Jalisco
C

Estrella Jalisco, the light-flavored pilsner beer with more than 100 years of Mexican brewing tradition, helped  people celebrate safely on Cinco de Mayo by offering up to 10,000 discounted Lyft rides in the greater Los Angeles area on Friday May 5. The brand is encouraging consumers to leave their car keys at home and take advantage of two US$5 Lyft vouchers per person during peak hours on Cinco de Mayo – between 5 p.m. and 5 a.m., using discount code ESTRELLAJALISCO on the Lyft app.1 This safe ride partnership aims to make it easy for people to be part of the 160 million American adults who regularly make a plan to get home safely.Estrella Jalisco has also partnered with reality TV star and Regional Mexican artist Chiquis Rivera, who will be lending her voice to remind consumers about enjoying Cinco de Mayo safely.  In addition to partnering with Lyft and Chiquis Rivera for Cinco de Mayo, Estrella Jalisco also collaborated with Self-Help Graphics (SHG), an East Los Angeles non-profit dedicated to the promotion of the arts in the Chicano and Latino communities. The Estrella Jalisco mobile piñata will be traveling with a live mariachi band on Cinco de Mayo making surprise visits in and around Los Angeles.

  • Nordstrom

Retail giant Nordstrom has put its’ US$70 million annual media planning and buying business in review. Mindshare, the incumbent, is said to notparticipate in the upcoming review.Nordstrom spent just under US$70 million on measured media in both 2015 and 2016, according to Kantar Media.

 

 

 

  • Delta & Aeromexico

Delta Air Lines and Aeroméxico has closed a multi-year sponsorship with the Federación Mexicana de Fútbol (FMF), the national governing body for the sport of soccer in Mexico and the Mexican National Team (MNT). The sponsorship designates the two airlines as The Official Airline Partners of the Mexican National Team.The sponsorship promises to deliver premier fan experiences, community engagement and unique online content.  With over 140 million loyal MNT fans living in Mexico and the United States, MNT plays an important role in the Hispanic culture and provides a natural platform to celebrate the start of the joint co-operation agreement between Delta and Aeromexico once the JCA becomes effective.Delta and Aeromexico will serve not only as the team’s official airlines, but the global sponsorship will include an array of promotional assets around all games in Mexico, Mexico hosted games in the U.S. as part of the annual MNT U.S. Tour, and at World Cup qualifiers and international exhibitions played in both countries.

 

 

  • Publicitas International

Publicitas International, one of the world’s leading advertising services companies, announced a corporate rebranding and name change to NEWBASE, emphasising its new identity as an independent, technology-enabled media consultancy. Operating in over 30 major markets, the NEWBASE team works with the world’s media, technology, data and market research to drive sales for their clients. NEWBASE has transitioned to an independent, full service company providing strategic input across all advertising channels, combining its legacy in traditional media with technology solutions for reaching audiences.

 

 

  • Procter & Gamble

Procter & Gambleis is restructuring the work around its seven-year-old Hawkeye programmatic digital-media-buying operation with the aim of saving at least US$1 billion annually on media spending and US$500 million more from agency and production fees globally over five years. The move also comes as Chief Brand Officer Marc Pritchard is pressing to reform the digital-media supply chain through a series of speeches to industry groups.The changes to P&G’s programmatic buying operation include parting ways with the original tech provider, AudienceScience, in favor of different providers in various parts of the world such as Neustar and The Trade Desk, Adage has reported.P&G’s contract with AudienceScience, which provided an integrated global data-management platform (DMP) and demand-side platform (DSP), expires at the end of P&G’s fiscal year on June 30. P&G will work with Neustar and The Trade Desk in North America and multiple parts of the world, she said.The moves don’t affect relationships with agencies that work with P&G including Omnicom’s Hearts & Science and Dentsu Aegis Network’s Carat in North America.

 

 

  • Chick-Fil-A Roster

Gallegos United has included American fast food restaurant chain  Chick-Fil-A to its’ agency roster, as the brand is increasingly focusing on reaching Hispanic audiences. Together, they will seek to deepen the brand’s relationship with non-English speaking households. The effort will span advertising, social media, in-restaurant point-of-purchase and other marketing elements. Gallegos will work alongside Chick-Fil-A’s other shops, including McCann and Starcom.

 

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

Join us at PORTADA Mexico!

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What: Aeroméxico and Delta ink a deal to sponsor the Mexican National Soccer Team.
Why it Matters: Because the three-year agreement will boost the “Tri de Fútbol”, including play in two major international events: the Confederations Cup, which kicks off in Russia in June, and the 2018 World Cup.

Aeroméxico and Delta have inked a deal to sponsor the Mexican National Soccer Team, with the intention of reaching the 140 million fans who follow the team in the U.S. and Mexico.

The two companies, which are seeking an alliance to operate as one carrier in the U.S.-Mexico airline market, will serve as the team’s official airlines for three years.

“This sponsorship reflects the importance that the Mexican National Soccer Team and our partnership with Delta have for our country. We are very excited to launch this new sponsorship and we hope our customers and colleagues will be pleased,” said Anko van der Werff, Executive Director of Revenue, Aeroméxico.

This sponsorship reflects the importance that the Mexican National Soccer Team and our partnership with Delta have for our country. We are very excited to launch this new sponsorship and we hope our customers and colleagues will be pleased.

During an event held in Aeroméxico’s hangar, Decio de María, President of the Mexican Soccer Federation, explained it is the first commercial alliance between the Mexican and American airline companies.

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The sponsorship deal, whose amount was not disclosed, will include brand exposure through a series of promotional elements in all Mexico games.

“I hope that the following steps include seeing the Mexican National Soccer Team travel on an Aeroméxico and Delta flight, and making it to our first game in 2026 (World Cup),” said Decio de María.

 

Photo: Mexican National Soccer Team

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.

To subscribe to Portada’s Interactive Database of Marketers targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads LatAm editions, click here.

  • Sprint

sprintSprint recently announced that it is teaming up with Telefonica owned Movistar Mexico & El Salvador,to become the first U.S. provider allowing customers to pay for a loved one’s wireless plan in Mexico and El Salvador. According to Alberto Lorente, VP, Multicultural Marketing, Sprint, there will also be an important campaign launched by Telefonica Movistar in México and El Salvador to raise awareness for this new innovative service called “Plan Conectados”. It is a multinational advertising campaign involving the three countries at the same time.

 

  • Kia Motors Argentina

descarga Midios, the media agency led by Héctor González, has been chosen by Kia Motors Argentina to work on the development of its communication strategies and media planning, which has already began in March.

 

 

 

 

  • Samsung

maxresdefaultLeo Burnett Argentina has created Samsung’s first commercial aimed at the LatAm market, as part of a new global campaign for the brand, entitled ‘Do what you can’t’. The campaign, which revolves around the idea that the current generation of smartphone users is able to do what in the past seemed impossible, launches the S8 Galaxy. The #dowhatyoucant concept originated with Samsung’s 2016 Olympic campaign ‘The chant’ with the aim to extend the message into an overarching brand philosophy, trading on emotion as well as information. This new approach aims to counteract the negative response to Samsung S7.

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • Norwegian

descarga (3)Low-cost airline Norwegian Airlines’s expansion plans in Spain are now focusing on Madrid’s Barajas airport, where the low-cost airline wants to offer flights to Latin America. The announcement represents the latest move in Norwegian’s ongoing battle with Iberia. In recent months, each company has sought to chip away at the other’s market.The IAG group, which includes British Airways, Iberia, Vueling and Aer Lingus, announced a month ago that it was creating a new brand, Level, to cover flights to the Americas from Barcelona’s El Prat airport, beginning in June.

 

  •  (add)ventures

descarga (2) descarga (4)Providence-based (add)ventures, a multidisciplinary brand communications firm, and Prism Group, Inc., a public relations and special events company in Miami, have joined together in a strategic alliance to offer “more competitive end-to-end solutions” to companies that market in Latin America {LATAM) and to the U.S. Hispanic population across the country.The recently signed agreement formalizes their work in Latin America, Puerto Rico and the Caribbean for clients such as Acer, Alcatel, Lexmark, Samsung and Welch-Allyn.(add)ventures, which was founded in Providence, now has offices in Miami, FL and New York City, NY, and has partnerships with firms in Argentina and Estonia.

  • Aeromexico 

descarga (5)Aeromexico, Mexico’s global airline, celebrates ten years serving the Argentinian market as the only carrier offering direct daily flights between the two capital cities.In 2016, Mexico ranked Argentina as its fifth largest market in terms of passenger arrivals, representing the second largest market in Latin America. To meet market demand and growth, Aeromexico currently offers seven nonstop flights per week to Argentina during the regular season, with 12 flights per week on high season.The carrier operates the route with two of its Boeing models, the B777 with 277 seats.Thanks to the Aeromexico and Aerolineas Argentinas codeshare agreement signed by these two SkyTeam members, customers are able to travel between Buenos Aires, Mexico City, and Cancun on flights that are jointly sold and operated by both carriers.With 20 years and 15 destinations in South America, Aeromexico consolidates its leadership position in Argentina by offering connectivity to 44 destinations in Mexico, 19 in the United States, four in Europe, four in Canada, and three in Asia, strengthening its ties through air connectivity and promoting tourism in both nations.

  • InterContinental Hotels Group

descarga (7)InterContinental Hotels Group is opening the 102-room Candlewood Suites Celaya hotel.Located in Celaya’s eastern commercial area, the hotel is ideal for both business and leisure travellers to Guanajuato.It will be IHG’s second Candlewood Suites property in Mexico, joining the Candlewood Suites Queretaro-Juriquilla hotel which opened November 2016.The Candlewood Suites Celaya hotel opened following a US$10 million investment by its owner OVQ Celaya.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

What:Anheuser-Busch InBev, one of the world’s largest brewers, has kicked off a global media planning and buying agency review for its US $2 billion global media assignment.
Why It Matters: The company owns eight agencies spanning all major holding companies to handle media operations in more than 50 countries. The number of agencies that the company aims to globally consolidate has not been determined.

descarga (4)Anheuser-Busch InBev, one of the world’s largest brewers, has kicked off a global media planning and buying agency review for its’ US$2 billion global media assignment.

WPP’s MediaCom, the current US incumbent, has held the account since late 2014. Globally, the company has eight agencies from the six major groups — Mediacom, WPP, Publicis, Omnicom, Interpublic, Havas and Dentsu — spanning all major holding companies to handle media operations in more than 50 countries. AB InBev is inviting the six major holding companies to put together teams to pitch the assignment.

Media Link is the company’s search consultant, while Media Path will handle auditing.The review will be led by the brewer’s global marketing team, which is based in New York. The process, beginning in April, is expected to close by the second half of this year.

The review comes several months after AB InBev acquired SABMiller for US$103 billion. AB Inbev is the 20th-largest U.S. advertiser. The brewer spends an estimated US $624 million on ads in 2015 and about US $695 million from January through November 2016 in the US, according to Kantar Media. Globally, the company spends upwards of US $2 billion a year annually on ads in more than 50 countries around the world.

Join us at PORTADA Mexico!

Check out our new round up for brand marketers, where you’ll find the most relevant new insights and research published over the last week.  If you’re trying to keep up, consider this your one-stop shop.

Valassis announced the results of its annual 2K17 Coupon Intelligence Report: “Influencing Consumers Along the Path to Purchase.” Overall, the study found that coupon use is holding steady with 90 percent of consumers obtaining them from a variety of online and offline sources.

CGC (Consumer Generated Content) solution provider Bazaarvoice, Inc. released its annual CGC Index, an in-depth analysis of how CGC influences shopper behavior across different industries worldwide, reporting that best-in-class performing brands and retailers experienced more than 90-106 percent lift in conversion and more than 101-116 percent lift in revenue per visitor (RPV) in 2016 when consumers interacted with CGC during the shopping process.

Econsultancy and Adobe’s new 2017 Digital Trends report revealed that 29 percent of marketers say content marketing will be one of their top three most important activities in the coming year, 28 percent of all marketers say they want to boost engagement in social channels, and 25 percent said they will be attempting to make their marketing more personalized and targeted.

NetBase today released its 2017 NetBase Airline Report, which analyzes the top social trends and overall social performances of 60 select airline brands across social channels in 2016. According to this year’s report, Jet Blue, United and American Airlines scored the highest overall on Social Rank, whereas Korean Air, Aeromexico and Asiana Airlines scored among the lowest amongst all brands.

Sprout Social’s latest Q1 Index Report  revealed that over 60 percent of people follow a brand on social media before they purchase from that brand, making social media a crucial channel for marketers. 30 percent of Millennials engage with a brand on social at least once a month, while for Baby Boomers the number comes down to 14 percent.

 IT market research company Gartner has found that just 10 percent of households currently have any connected home solutions.

A study by Research Now and Qualtrics for Zebra Technologies that surveyed 1,700 executives across multiple retail segments found that almost three-quarters (70%) of executives said they plan to use beacons for location-based marketing by 2021, according to the study.

MarketingSherpa released research that revealed that asked satisfied and unsatisfied customers of a chosen brand how reliable said brand’s products and services are. 43% of satisfied customers responded “very reliable,” or a five out of five on the scale of reliability. The most frequent response from unsatisfied customers (34%) was “fairly reliable,” or a three out of five on the scale of reliability.

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

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICAN CONSUMERS! with newly introduced upgraded features (see at the bottom of this article. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322  or e-mail her at silvina@portada-online.com.

Click here for previous Latam Sales Leads editions

  • Hertz’s

PROG 2 (2)WPP’s MEC is car rental company Hertz new media agency of record in the US, Canada and Latin America.MEC will replace incumbent agency Florida-based FKQ Advertising.The win follows a “media pitch which consolidates media investment, planning, strategy, digital, SEM, SEO, mobile, analytics and insight, and affiliate marketing with one agency,” according to MEC.In 2015, the company reported total advertising costs of US$170 million.

 

 

  • Harley-Davidson

5PbTWa3G_400x400Harley-Davidson has selected a customized team from a range of Interpublic Group agencies to handle its global creative, media and digital marketing account.The team is Headquartered in Detroit, with regional hubs in New York, London and Singapore.The newly-created Team Ignite is comprised of creative and strategic resources drawn from a range of IPG agencies. The partnership will also be executed across Harley’s top 12 country markets, which includes the U.S., Brazil, France, DACH region (Germany, Austria, Switzerland), Italy, UK, Australia, India, Japan and China. Publicis Groupe’s Starcom and Digitas are also no longer on Harley’s agency roster.

 

  • ESPN/Rio 2016 Olympic Games

nnnESPN has unveiled its roster of major pan-regional sponsors for ESPN’s coverage of the Rio 2016 Olympic Games. Gillette, Issey Miyake Parfums, Marriott and Samsung Electronics are among the brands that will be showcased across ESPN networks throughout Latin America and the Caribbean during its more than 2,800 hours of multimedia coverage of Rio 2016. ESPN will bring fans closer to Rio 2016 by allowing brands to enhance their messaging and connect with consumers across the region via ESPN’s highly-localized content.In addition, local advertisers will be featured in Argentina, Brazil, Colombia, Mexico and Central America.ESPN digital platforms will complement the television coverage with daily news, updates, and immediate video reporting and results. ESPN’s social media channels will also feature special content with dedicated reporters onsite.

 

 

  • Nacional Monte de Piedad

MQprj7nM_400x400Initiative, IPG Mediabrands’ global communication network and part of Interpublic Group, welcomes its new client Nacional Monte de Piedad, I.A.P. Nacional Monte de Piedad was founded in 1775 and has become the oldest financial institution in the Americas. IAP is a Private Assistance Institution which has over 320 branches across the country and helps those in need through car loans, financial services and investment. The initiative’s team will work together with IAP’s marketing team within the institution to conduct marketing activities and brand products. The team will also handle consulting and analysis of traditional online and offline media.

 

 

  • Aeromexico

Aeromexico, Mexico’s global airline, announced its plan to add more frequencies on five of its principal international routes during summer 2017.The carrier will significantly increase flights to Amsterdam, London, Madrid, Shanghai, and Santiago on a weekly basis. In Europe, Aeromexico will offer daily flights from Mexico City to Amsterdam and London Heathrow. The carrier will also increase its seat capacity to Madrid by 15%, giving a total of 12 flights per week.The airline is also planning to increase its service to Asia by more than 65%, which gives Shanghai five flights per week. In South America, a daily service to Santiago, Chile, will also be added to the current service of five flights per week.All these new frequencies are already available in our different sales channels.

 

 

  • Grey

descargaWPP’s global marketing agency Grey has acquired a majority stake in Ecuadorian full-service communications firm Maruri Publicidad SA, according to M&M Global. Maruri is a market leader in Ecuador, with gross revenues of almost US$10m in December 2015.Based in Guayaquil with an office in Quito, it works with clients including DIRECTV and SABMiller.The acquisition comes as part of WPP’s strategy to invest in faster-growing markets such as Latin America.

 

  • Nissan

9MmPsdT1Nissan reportedly paid about US$250 million to sponsor the games, a campaign that highlights its recent investment in Brazil and a brazen bet that the country’s battered economy is on the verge of recovery. The company is using the games to unveil a new compact sport utility vehicle, the first time any major automaker, Nissan included, has ever used Brazil to launch a model destined for a global market.The CUV, called the Kicks, was conceived with the help of Nissan’s Rio design team.Nissan hopes to sell 50,000 Kicks in Latin America in the next 12 months. The price for a fully loaded model starts at about 85,000 reais (us$26,850). For now, Nissan will import the new CUVs from Mexico. Then the company plans to add production at its new 2.6 billion reais factory in Resende, an industrial town 160 km northwest of Rio. The company introduced a campaign on TV and online featuring Huck, a high-profile Brazilian talk-show host. Most of it is typical, factory-tour stuff, but in one stunt, Huck whisked an unsuspecting 22-year-old Brazilian salesman out of the Rio airport to Japan, where they eat sushi, try to sell perfumed Brazilian panties on the streets of Tokyo, and eventually tour a Nissan factory.

 

 

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting Latina American consumers:
New Sales Leads: Weekly more than 20 new leads uploaded to the Database by the Portada Team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.