Group Nine Media has hired Jeff Siegel as its senior vice president of distribution. Siegel’s previous role was head of syndication for Verizon’s defunct streaming service Go90.
Airbnb has promoted Geoff Seeley to the role of global marketing director and appointed Musa Tariq as head of marketing for experiences. Seely previously held the role of media director and Tariq was most recently chief brand officer at Ford.
Ryan Linder has been promoted to executive vice president, CMO by MDC Partners. Linder joined MDC Partners in early 2013 and previously served as CMO for the U.S.
Vertical3 Media has launched Vertical3 Travel, a boutique agency dedicated to boost growth of the Miami Hospitality and Travel Business. Vertical3 Travel will be led by Juan José Núñez, founder & CEO of Vertical3 Media.
Jeff Nasi has been appointed senior vice president of marketing and sales by MotoAmerica. Prior to this, Nasi held the role of director of marketing for 4 Wheel Parts.
DDB worldwide CEO Wendy Clark will step down from the 10-woman Time’s Up steering committee. DDB Co-CCO Lisa Topol will take Wendy Clark’s place on the committee.
Tremor Video DSP just announced the appointment of Edward Shannon as the company’s new head of client success in an effort to further their commitment to client success and customer relationships.
Verizon Communications has named K. Guru Gowrappan as Oath’s CEO replacing Tim Armstrong. Gowrappan previous role was president and chief operating officer (COO)
Wunderman has appointed Mel Edwards as its global chief executive. Edwards will be responsible for realising Wunderman’s vision of creating a ‘Creatively Driven. Data Inspired’ message to brands.
Sara Larsen has been appointed chief marketing officer by Brightcove. Larsen prior role was vice president, Americas marketing and communications at Dassault Systèmes.
Uber has hired Rebecca Messina as its global chief marketer. Messina joins from Beam Suntory where she held the same role. Prior to this, she spent 22 years at Coca- Cola.
Imran Khan is leaving his position as chief strategy officer at Snapchat to “pursue other opportunities”. Khan joined the company in 2015.
Vinayak Hegde has been hired by Airbnb as lead of ‘global growth marketing and traffic platform’. Hedge joins from Groupon where he was the e-commerce company’s senior vice president and global CMO.
Vevo has named Alan Price as chief executive officer (CEO). Price joined the company nine years ago as chief finance officer.
Twitter has hired Sarah Personette as its new head of global Twitter Client Solutions. Personette joins from Refinery29 and will oversee all of the global regional TCS leaders, Client Solutions Development and Global Brands.
MDC Partners announced that Scott Kauffman is stepping down as chairman and CEO. Kauffman previously served as presiding director of the board, beginning in 2006.
Chief marketing officer Seth Farbman will leave Spotify at the end of this month to “pursue other opportunities”. Farbman joined from Gap in 2014.
The IAB today announced that Michael Texidor has been promoted to Vice President, Learning and Development, and Breda O’Reilly has been named Vice President, Investment and Relations.
Hilton has appointed WPP’s MediaCom as its media agency of record for Global cross-channel planning and traditional media buying following a review. Publicis Media’s Digitas was the incumbent.Hilton will continue working with iProspect, its digital agency of record.With more than 5,300 hotels in 106 countries and territories, Hilton spent US$60.4 million on measured media in the U.S., according to Kantar Media. Hilton’s global media spend stands at US$90 million.
Nestlé has concluded its´ U.S. creative agency review, for some of its´brands, that began last April. WPP and Publicis Groupe are the big winners in the review, while IPG has expanded its relationship with the company. Grey, J. Walter Thompson, Casanova//McCann and Publicis each won new business in the recently-concluded review.The review primarily concerned frozen meals, prepared foods, coffee and ice cream, with multiple brands up for review.Grey won agency of record duties on the Fit Kitchen, Outshine, Lean Cuisine and Haagen Dazs lines. JWT kept the Stouffer’s business and won creative AOR work for Buitoni pasta moving forward, sources said. Publicis consolidated its frozen pizza brands (DiGiorno’s, Tombstone, Jack’s and California Pizza Kitchen) and assigned lead duties on Coffee-Mate to the group, according to multiple parties. McCann’s Hispanic network Casanova//McCann expanded its responsibilities on Nescafé, Nesquik and other unspecified product lines. The review did not affect Nestlé’s relationships with other agencies like WPP´s GroupM, which handles Nestle’s U.S. media account since 2013. Nestlé spent around US$619 million on paid media across its brand portfolio in 2017, according to Kantar Media.
Florida Blue’s internal agency Guidewell Connect has selected full-service marketing firm Pinta for Hispanic Advertising on Florida Blue account. The agency will handle creative work across television, radio, print, outdoor, online and community outreach. Part of the Blue Cross and Blue Shield Association, Florida Blue offers affordable health insurance to Individuals, Businesses, and Medicare Individuals.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.
Last year, Airbnb partnered with the NAACP to help encourage more people of color to list their properties on the site and hoping to benefit not only African-American and Hispanic property owners, but also nearby businesses given, according to Airbnb. However, guest spending is much greater in predominantly white neighborhoods compared to black or Hispanic neighborhoods, MarketWatch has reported.“When we focus on the predominantly white areas, the estimates suggest that there is a 4% employment increase in the service industry in response to a 2% increase in Airbnb activity. In contrast, our estimates suggest that in predominantly black or Hispanic areas, despite Airbnb activity, guests aren’t going to restaurants at the significant level that would cause them to hire more employees,” according to a study by Purdue University Krannert School of Management professor Mohammad Saifur Rahman and Ph.D. student Mohammed Alyakoob.
2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.
Which sites do Hispanic users use for their travel planning? How important is each platform, depending on the content offered? On which sites do they decide to make their purchases? Read on for the answers to these questions, drawn from comScore’s April 2017 ranking.
It seems that US Hispanics are very interested in travel, with 74% of all users checking out travel-related sites in April of this year.
Source: comScore MMX Multi-Platform, Travel, U.S., Hispanic All, April 2017, Desktop 2+ and Mobile 18+
Total Unique Viewers (000)
Total Digital Population
Total Internet: Hispanic All
USA TODAY Travel
Southwest Airlines Co.
The ranking shows that when it comes to travel, Hispanic users like to be well-informed. This could explain why TripAdvisor is in first place, with almost 12 million unique visits in April.
The next step for users is to access and purchase the trips they have chosen. This explains why OTA Expedia came in second, with 7.2 million visits.
Uber claimed the third spot in this month’s ranking, a sign that the start-up’s efforts to remain a market leader in local transport services have born fruit, with 23.7% of Hispanics who consume travel-related content visiting the Uber site.
But the competition isn’t far behind. Lyft gained territory to claim fifth place, with 3 million unique visits.
Meanwhile, two airlines managed to carve out a spot in the ranking: Southwest Airlines ranked seventh, with 1.57 million visits; and American Airlines, eighth, with 1.53 million. It seems that American’s series of travel altercations did not affect its market presence too much.
Finally, it is worth noting that no hotel chain made the ranking this month. While Hispanic users are interested in lodging, they may prefer new alternatives such as Airbnb, whose usage policies continue to be adjusted in accordance with the local laws of each of the locations where service is provided. Even so, the platform received 1.4 million hits.
PortadaLat is next week! Registration: We have added new Ticket Types to Meet Your Needs!
GENERAL PASS: Attend the overall PortadaLat event on June 7 and June 8.All sessions, keynotes, networking, food and beverage included! (US$549) VIP ATTENDEE: Meet up to 5 high-level brand, agency or media executives of your choice attending or speaking PortadaLat. These 10 minute meetings will take place in a separate room during the first and second day of PortadaLat and are designed to help you build valuable relationships. General Pass offering is included. (US $ 1,999). DAY 1: SPORTS AND TRAVEL MARKETING DAY (June 7): The first day of PortadaLat will focus on how technological innovation is impacting key segments of business and marketing with emphasis on Travel and Sports. All sessions, keynotes and marketing-tech showcases are included as well as light food, sandwiches and beverages. (US $199) DAY 2: BRAND INNOVATION DAY (June 8) The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included.(US$ 549!) Secure your spot and start the PortadaLat journey!
Unilever plans to buy a range of personal and home care brands from Latin American company Quala.The purchase includes the haircare brands Savital, eGo and Bio-Expert as well as Fortident toothpaste and Aromatel fabric softener – businesses that have combined annual turnover of US$400 million in Latin American countries including Colombia, Ecuador and Mexico.The deal’s purchase price was not disclosed.
Following a review that began in October last year, in which various agencies from LatAm, Spain and the United States participated, Avianca has chosen DDB Latina as its new global agency. The appointment also includes the Avianca Cargo and Deprisa businesses. Fahrenheit DDB, the network office in Lima, will lead the Peruvian, Brazilian and the rest of South America markets, while DDB Colombia will handle the global business and focus on the markets of Colombia and Europe. Avianca’s global communication will be handled from Bogota by a team led by Joanna Safi, VP of innovation and data, and Leo Macías, CCO, who together with CEO Borja de la Plaza and VP of brand and business strategy Jorge Becerra will head the DDB Colombia group.
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 email@example.com to activate your subscription.
Viva Air became the first low-cost airline to enter Peru‘s domestic market, posing a challenge to Santiago-based LATAM Airlines, which has long dominated the market.Viva – a unit of Irelandia Aviation, which is led by Ryanair founder Declan Ryan – will operate 11 domestic routes with a fleet of two Airbus A320 aircraft.The company said the move was part of its plan to expand in Latin America, where it is currently active in Colombia.Viva aims to transport 700,000 passengers in its first year of operations in the Andean country.
Sabre Corporation has opened a new regional headquarters in Montevideo, Uruguay, for Travel Network, its global travel marketplace.The organisation processes more than US$120 billion of global travel spend annually by connecting travel buyers and suppliers.The technology support the company provides on a large scale to hundreds of travel agencies and corporate travel buyers in Latin America and the Caribbean requires a pan-regional network of strategically located offices, connected to a headquarters that centralizes resources and optimizes business and consulting processes.This office is fully dedicated to companies within the region.The company has a global network of offices dedicated to business functions, software development, and global services.
Radisson® announced the opening of Radisson Hotel Quinta Rubelinas Cuernavaca. Located in Cuernavaca, which is nicknamed the “City of Eternal Spring”, the hotel features contemporary Mexican architecture and is surrounded by vibrant gardens and palm trees. The hotel also adds convenience to guests being only nine kilometers from the Cuernavaca Airport.
The home and apartment-rental company Airbnb Inc. said it will collect and remit taxes in Mexico City, the first such arrangement in Latin America. Airbnb will provide 3 percent of revenue generated from bookings in Mexico City to the city’s government. Hotels there also pay a 3 percent lodging tax to local officials. Airbnb said it intends to replicate the tax model throughout the region.Latin America is now Airbnb’s fastest-growing market, surpassing Japan. The company has 250,000 properties listed in the region, which encompasses Mexico, South America and parts of the Caribbean, including Cuba. Airbnb said bookings in Latin America have increased 148 percent in the past year. The privately held company declined to disclose revenue.Airbnb has big plans for Latin America. It expects to double staff there by the end of the year and open offices in Argentina, Brazil and Mexico. Headcount will likely quadruple to 120 people within the next two years, Airbnb said. The plans echo those of Uber Technologies Inc., the only technology startup in the U.S. more richly valued than Airbnb. Also like Uber, Airbnb faces competition everywhere it goes, including Latin America. Many Brazilians rely on local upstart Hotel Urbano, which is backed by at least $130 million from travel-booking giant Priceline Group Inc. and others, according to research firm CB Insights. Expedia Inc. owns AlugueTemporada, which operates a similar service but lists only 30,000 homes in Latin America.To win over locals, Airbnb is experimenting with ways to accommodate other payment systems unique to Latin American countries.
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: Jordi Torres, general director of Airbnb for Latin America, spoke with Portada about their latest marketing strategies for expansion in the region. Why It Matters: AirBnb has revolutionized the hospitality industry at an international level. Today, the start up operates in more than 190 countries, and its profits increased by 59.2% between 2014 and 2015.
They say that necessity is the mother of invention, and that adage applies perfectly to Brian Chesky and Joe Gebbia. Upon learning that the rent for their apartment in San Francisco would increase by 25%, they created a platform so that acquaintances and neighbors could offer their houses and rooms for rent to the assistants working on an important event in the city.
That month, the entrepreneurs made a a thousand dollars. Today, Airbnb is worth US $25 billion dollars according to The State of Airbnb Hosting, a study conducted by Overbooked and LearnAirbnb.
Of the two million accommodations that Airbnb offers in almost 191 countries and more than 33,000 cities, 10% are located in Latin America, according to Jordi Torres, the general director of Airbnb for Latin America. “In Latin America, our biggest challenge in terms of marketing revolves around getting to know Airbnb, for both travelers in the region and hosts,” he explains.
Airbnb will look to transform the region, adding more guests and hosts. “The idea is to focus on domestic trips, and see the impact on cities that aren’t typically touristy,” says Torres.
Of the two million accommodations that Airbnb offers in almost 191 countries and more than 33,000 cities, 10% are located in Latin America.
To achieve this, the company, in which investors like Ashton Kutcher have placed their faith, tries to inspire travelers. One of the most important programs is called “Night At,” through which adventurers are shown the magic accommodation alternatives like staying in El Chavo del Ocho‘s neighborhood in Mexico or a private, floating house in the Great Coral Reef in Australia.
Furthermore, the company wants to maintain a close relationship with its community. As a part of that effort, the company is running special campaigns that adapt to the different contexts in which they run. An example of this is the #StayWithMe campaign that was recently launched in Brazil during the Olympic Games in Rio this summer, which was produced and co-directed by the hosts themselves. “Without scripts or actors, just the community in its maximum splendor,” says Torres.
“Videos have been promoted by Brazilian audiences on Facebook and YouTube with different targets: one for the community and Airbnb fans, and another for those that don’t know about Airbnb, but love to travel,” he explains.
“A sense of community is one of the most important values that Airbnb’s success has encouraged.”
“Hospitality and collaboration within the community have always been present, but now there are different technological advances through which people can connect and collaborate more easily, and with greater versatility.”
With this scenario, Airbnb has been favored by shifts in the preferences of those that seek more personalized products. According to the University of Pennsylvania study conducted in 12 cities, Airbnb’s profits increased by 59.2% between 2014 and 2015, with an annual profit of $1.3 billion.
What: Airbnb, an online marketplace that allows users to rent and book rooms and apartments, is expanding its Latin American presence. It intends to hire Marketing professionals in Miami. Why it matters: Digital companies that base their business model on the “sharing economy” like Airbnb can increase travel to Latin America and provide income to the emerging Latin American middle classes.
Airbnb the community marketplace for people to list, discover and book unique spaces around the world through mobile phones or the internet, intends to strengthen its Latin American presence. The company has opened Business Development and Marketing positions in Miami in order to strengthen its expansion in Latin America, primarily in Mexico and Argentina, sources at Airbnb tell Portada.
Airbnb intends to revolutionize the way the world travels. With a presence in 39,000 cities in 192 countries, the company claims to be in hyper growth mode. Airbnb got a new round of financing last fall of US $200 million led by venture capital company Founders Fund at a valuation higher than US$ 10 billion.
South American hub
Airbnb opened its South American hub in São Paulo in April 2012. As of March 2013, Latin America was Airbnb’s third biggest market, following Europe and the U.S.
“As a community-driven hospitality company, maintaining our focus on being a local and authentic experience has led to significant growth in Latin America. Locally adapting our product and working closely with our host community, we have been able to provide something that has not been available in Latin America before, and we’ve seen significant growth in the past 12 months — most notably in Brazil, Mexico and Argentina. For example, the cumulative number of guests staying on Airbnb in Brazil has increased 383% in the last year, and we are poised for even more growth in 2014,” Kay Kuehne, Airbnb’s director for Spain and LatAm told Mashable.
Airbnb expects Brazil to be one of its biggest markets, particularly because the upcoming World Cup and Olympics will put a spotlight on Brazil, and Airbnb will be a great way for travelers to experience the country as well as for average Brazilians to rent out their places and make some extra money,” said Chesky.