What: Sporting goods FILA recently increased its South American presence with a partnership with the Argentine Tennis Association (AAT) and sponsorship of Buenos Aires native Diego Schwartzman.
Why it matters: FILA hasn’t been as aggressive in Latin America as other sporting goods retailers, but the grassroots elements of the AAT sponsorship signals it may be looking to gain a greater foothold there.

FILA (@FilaTennis), which has a strong presence in the sport of tennis and an increasing one in Latin America, made one of its biggest pushes there last week, announcing a wide-ranging partnership with the Argentine Tennis Association (Asociación Argentina de Tenis/AAT) (@AATenisthat includes outfitting of its Davis Cup and Fed Cup teams as well as junior and developmental programs in the nation.

The announcement, which came right before Argentina, the 2016 Davis Cup champion, defeated Colombia this past weekend, follows the company’s sponsorship of Buenos Aires native Diego Schwartzman (@dieschwartzman), who has risen to No. 14 in the ATP world rankings.

Lauren Mallon, FILA Director of Marketing, Strategic Partnerships, took some time to discuss both of these marketing efforts in an interview with Portada this week.

Portada: Why is South America and the Latin market important for FILA?

Lauren Mallon: These markets are extremely important for FILA, we have a strong international presence both in South America and Mexico. Our sponsorship of numerous tournaments in these regions as the Official Footwear and Apparel provider give us the opportunity to further the reach of our brand and positively influence in the sport of tennis. With high-performing athletes such as Diego Schwartzman, it is important for us to maintain and build on our presence in Latin American communities.

Sponsoring the Argentine Davis Cup team presents is a great opportunity to reach fans in Argentina and strengthens FILA’s position in the entire region.
Diego Schwartzman

Portada: Why did you choose to sponsor the Asociación Argentina de Tenis (AAT) and Diego Schwartzman? And are there other Latin players you are working with?

LM: FILA and the AAT share a common goal of promoting the game of tennis and providing players of all ages the chance to succeed in the sport. The work the AAT is doing to build tennis within Argentina, especially through a focus on youth development in the sport, is something FILA is proud to support.

FILA sponsors both international tennis athletes and tournaments, making this relationship with the AAT a natural one. FILA is currently a sponsor of the Argentina Open, Brasil + Rio Open and the Los Cabos Open in Mexico. In addition to Schwartzman, FILA sponsors Argentine athletes Horacio Zeballos and Máximo González.

Portada: FILA is known as a brand in many ways fashioned by Bjorn Borg in the 70’s and 80’s. How have you seen style change over the last few decades and how do you blend that with the performance needed by athletes today?

LM: We continue to be inspired by our classic FILA designs and silhouettes and aim to reinvent many of the styles that got us our start in the sport by putting modern twists on some of our most successful, iconic pieces.

New technologies have really driven the shift in performance tennis gear over the last few decades. Comfortability, breathability and lightweight gear have become the standard and at FILA. We create our products with this in mind – from our lightweight performance tennis shoe, the Axilus Energized to our moisture wicking shirts, shorts and socks – athlete performance is always at the forefront of our ingenuity.

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FILA/AAT Outfitting

Portada: How will FILA determine the success of its sponsorship of the Argentine Davis Cup team? What are some of the goals?

LM: Sponsoring the Argentine Davis Cup team presents is a great opportunity to reach fans in Argentina and strengthens FILA’s position in the entire region. There is great pride that surrounds the national team, and the sky blue and white colors of the uniforms were designed to honor the country’s flag.

In addition, the collection as a whole is a special performance product, inspired by FILA’s tennis heritage and classic design. Seeing a new wave of interest in tennis in the country is a goal of both the AAT and FILA. Outfitting and supporting the national Davis Cup team, as well as sponsoring outstanding and inspiring Argentine athletes like Diego Schwartzman, is certainly a step in that direction.

Cover Image: Diego Schwartzman, courtesy FILA

What: Argentina and Colombia will battle in East Rutherford, N.J., on Sept. 11 as part of a series of international soccer matches in the U.S. this summer into the fall.
Why it matters: These events can follow on the heels of the excitement of World Cup competition, albeit seven or more time zones away and without the U.S. represented, and successful United 2026 bid to boost the sport for fans and marketers here moving forward.

Argentina (@afaand Colombia (@FCFSeleccionColare on through their respective Groups to the knockout phase at 2018 FIFA World Cup, who along with Mexico, Uruguay and Brazil leave five Latin American teams still alive in the hunt for the trophy. And while they have bigger things on their collective minds right now, the squads will also compete in a match on September 11 at MetLife Stadium in East Rutherford, N.J., which while it won’t have the same stakes on the field, will have an important role in keeping the sport top of mind, particularly among the fervent Hispanic fan base in the region.

CMN Sports (@CMNEventsand Relevent (@C_Stillitano), two firms committed to boosting the sport in the U.S., announced the matchup this week, as well as Monday’s on-sale opportunity.

The success of events like these will go a long way in determining how much the World Cup, minus the U.S., Canada and traditional favorite Italy, will have boosted interest in the sport here.

“We’re delighted to partner with Relevent and look forward to hosting this match,” said Henry Cárdenas, President of CMN Sports, in a statement. “Argentina is a powerhouse, loaded with impressive talent, while Colombia has shown enormous potential during this World Cup. We hope fans will enjoy this South American rivalry in a post-World Cup celebration.”

Along with the International Champions Cup (July 20-August 12) , which will feature the top international club teams numerous U.S. cities with large Latino populations like New York, Los Angeles, Chicago, Philadelphia, Miami and more, international soccer will maintain a strong presence in the U.S. with friendlies featuring Colombia vs. Venezuela in Miami and Argentina vs. Guatemala in Los Angeles, both on Sept. 7.

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Colombia jersey (Futbolero)

“Relevent is committed to bringing the incredible culture and enthusiasm of international soccer to the U.S. and this match is sure to deliver that excitement to new and established fans alike,” said Charlie Stillitano, Co-Founder and Executive Chairman of Relevent.

The success of events like these will go a long way in determining how much the World Cup, minus the U.S., Canada and traditional favorite Italy, will have boosted interest in the sport here. The successful United 2026 World Cup bid “won the press conference,” but it will take a sustained effort to keep the momentum rolling to benefit MLS, the U.S. National Team and World Cup preparation for fans and marketers alike.

Cover Image: credit: Oleg Bkhambri (Voltmetro)

What: Colombia vs. Venezuela (in Miami) and Argentina vs. Guatemala (in Los Angeles) soccer friendlies are set for Sept. 7
Why it matters: Soccer in the U.S. was dealt a blow with the National Team’s absence from FIFA World Cup, but the sport is stronger than ever in the Hispanic community here, with these two friendlies and the International Champions Cup hitting this summer.

FIFA World Cup (@FIFAWorldCupwill be contested half a world away, but supporters and natives of four Latin American countries will be able to see their favorite national teams in action in friendlies set for September 7. Colombia will take on Venezuela at Hard Rock Stadium in Miami, while traditional powerhouse Argentina will battle Guatemala at the Los Angeles Memorial Coliseum.

The matchups and locations lean heavily on the popularity of the sport among the Hispanic community in South Florida and Southern California and beyond. The first is a prelude to the planned MLS expansion into the market (@futbolmiamimls) set to debut in 2020, led by David Beckham, and the second comes with the timely announcement that a portion of ticket sales will be donated to Guatemalan relief efforts following the devastating Mount Fuego volcano eruption.

The friendlies, along with the MLS expansion and numerous U.S. locations in this summer’s International Champions Cup are strong signals that promoters and marketers aren’t giving up on the sport…

The matches feature successful squads in Colombia (ranked No. 16 in the world) and Argentina (No. 8), which will both begin Group Play at World Cup in the next week in Russia, battling upstarts in Venezuela and Guatemala, neither of whose sides have ever qualified for the event. And why they may not be marquee pairings, marketing organizers CMN Sports (@CMNEvents) and Relevent (@C_Stillitanoare hoping the World Cup boost in interest in the sport here carries over into September.

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Credit: Danilo Borges-copa2014.gov.br

“CMN Sports is excited to partner with Relevent to showcase these talented teams,” said Henry Cárdenas, President of CMN Sports, in a statement. “Colombia is a World Cup contender and has shown enormous potential, making them a very tough opponent for Venezuela. We hope fans will enjoy this South American rivalry at one of the most iconic stadiums in the country.”

“Relevent is committed to bringing the incredible culture and enthusiasm of international soccer to the U.S. and this match is sure to deliver that excitement to new and established fans alike,” said Charlie Stillitano, Co-Founder and Executive Chairman of Relevent. “We look forward to celebrating both of these national teams and their fans, while honoring all of those affected by the natural disaster in Guatemala.”

The friendlies, along with the MLS expansion and numerous U.S. locations in this summer’s International Champions Cup (@IntChampionsCupare strong signals that promoters and marketers aren’t giving up on the sport despite the absence of the U.S. National Team from the World Cup.

Cover Image: credit Tasnim News Agency

What: Argentina Grand Prix may be returning to the Formula One Circuit next year for the first time since 1998.
Why it matters: Possible return of the Argentina Grand Prix would raise the popularity of the sport in South America in accordance with F1’s new initiative to expand the sport’s reach.

Early Plans

Arturo Rubinstein, president of Fenix Entertainment, announced that he has been in talks with Liberty Media, the owners of Formula One (F1) Racing, about bringing a grand prix race back to the country. Rubinstein told UK Newspaper The Independent that he had been holding talks with Liberty Media about this new venture. If it were to come to fruition, the Argentine Grand Prix would be held in the southern part of Buenos Aires at the Autódromo Juan y Oscar Gálvez. The Autódromo is a racing track that hosted the last F1 race in Argentina back in 1998.

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Market for Argentina in Formula One?

Ever since Liberty Media, a US-owned mass-media giant, took control of F1 Racing last year in February, they have made no secret of their desire to have a second Grand Prix race in a “destination city” or in another city in the Eastern time zone. The reason behind such a move is to promote the sport outside of Europe. F1 recently conducted an in-depth survey, where more than 215,000 fans from 194 participating countries answered questions about various aspects of the sport. The survey revealed that there has been a sharp increase in fan participation in the sport among North, Central and South America. At the moment, there is only one Grand Prix race in South America: the Brazilian Grand Prix. Argentina would be the second and should it happen, it would not be seen as too much of a risk by Liberty Media for a number of reasons.

For one, Argentina has a history with F1 racing, having been one of the first races to kick off the F1 racing calendar. It also has a rich history of acclaimed Argentinian drivers, like Juan Manuel Fangio. It already has a motor racing circuit, the Autódromo, which still hosts races just currently not F1 races. And perhaps more importantly, Rubinstein says that he has the backing of the Argentinian government. The government is committed to funding £21.5m (US $30m) of upgrades required by F1’s governing body the Fédération Internationale de l’Automobile (FIA).

Bernie Eccelston (former F1 Chief Executive) and Lewis Hamilton (current World F1 champion)

As the work will only take around six months to complete, the hopes are for Argentina to join the racing calendar at the start of next year. Former F1 chief executive, Bernie Eccleston, told Reuters that the race is a possibility, not a given. He also added, “We already have the backing of the Argentine Automotive Club (ACA) as well as of some of the leading companies who have already anticipated their willingness to sponsor the event.” The return of the Argentine Grand Prix would not only generate the massive amount of business that F1 races bring, but possibly raise the level of interest in the sport.



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A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.


Verizon has signed a 2.5B deal with the NFL that will allow Yahoo users (Yahoo is owned by Verizon) to watch football games for free on Yahoo’s app.

More than 58% of video plays globally occurred on mobile devices in the third quarter of 2017, with that figure due to rise to 60% in mid-2018, according to Ooyala.

A new study by 16 programmatic publishers — including Business Insider, The New York Times and The Washington Post — and Google, Amobee and Quantcast found alarming figures around video and display advertising fraud, according to a press release.

According to Ooyala’s Q3 2017 Global Video Index, Connected TV (CTV) mid-rolls had a 98 percent completion rate in Q3, while PC mid-rolls had a completion rate of 97 percent. On each platform, broadcaster mid-rolls had stronger completion rates than did publisher mid-rolls. The highest rate for publisher mid-rolls was 88 percent on PCs.

Alibaba‘s video streaming service, Youku Tudou, has signed content licensing deals with NBCUniversal and Sony Pictures Television.

Redbox is going after the online video market again, launching On Demand service that offers movies and TV shows for purchase or rent.

Amazon Prime Video has begun streaming in HDR10+ on US Samsung QLED and 4K TVs.


It seems like Apple may be about to launch ApplePay in Brazil. 

A report by Magna forecasts that digital ad spend will grow 9.9% in 2018 in Latin America, which is the fastest-growing region compared to other markets.

Digital House, a Buenos Aires, Argentina-based group of schools providing digital skills to young Latin Americans, has raised $20m in funding.

Turner International’s Digital Ventures & Innovation (DV&I) team has launched a new gaming streaming service GLOUD in Latin American countries Argentina and Chile, with plans to launch in other countries in the region soon.

Teads Brazil announced impressive results for 2017, closing out the year by growing its operations by 150%, and achieving 1.2 billion people monthly in their audience reach. This represents 91% of the Brazilian population with internet access, up from 52% of coverage in the beginning of the year.

What:  Latin American media owners’ net advertising revenues (NAR) to grow by +9.3% in 2018, to US$26.3 billion, following a +7.3% growth in 2017;  thanks to a more robust economic recovery in the region, according to MAGNA.
Why it matters: Television remains the top media category in the region with 54% of total advertising sales while Digital advertising in Latin America remains lower than the global average.

MAGNA is expecting Latin American media owners’ net advertising revenues (NAR) to grow by +9.3% in 2018, to US$26.3 billion, following a +7.3% growth in 2017, thanks to a more robust economic recovery in the region. The latest IMF update forecasts real GDP growth of +1.9% next year in the region, compared to +1.7% in 2017 and -0.9% in 2016. Economic recovery remains extremely fragile, however, and political instability continues to loom over several countries, including Brazil.

A +9% growth would not be that impressive considering the high levels of economic inflation in the region, and the growth rates experienced pre-2014 that usually range between 10 and 15%. However, that would the strongest growth rate since 2013.

Ad spend trends continue to vary by country. Digital switch-overs, the introduction of new TV channels, government reconstruction programs in natural disaster areas, and elections are all expected to impact marketing activity and advertising spending. Nevertheless, most LATAM markets are expected to see slightly higher ad spend growth in 2018 versus 2017, as economies in the region are stabilizing and benefitting from the recovery of commodity prices.

Television remains the top media category in the region with 54% of total advertising sales at the end of 2017

Television remains the top media category in the region with 54% of total advertising sales at the end of 2017, way above the global average (35%). Television is forecast to hold its media leadership until 2021, when digital finally becomes the top media format in Argentina and Brazil. Free-to-air TV is the dominant segment (+4% in 2018) controlling 80% of total TV NAR but Pay TV is experiencing faster growth (+6% in 2018) as subscription fees and programing are gradually becoming more attractive. Another driver is the change in selling models, from a cable model (where advertisers buy packaged airtime with little control over which channels their campaign appear on) to a direct sales model (where advertisers and agencies buy from individual Pay TV vendors). This is taking place in Chile and Uruguay, for example.

Television will benefit from increased viewing and brand interest around the FIFA World Cup as usual, although the excitement may not be quite as high as four years ago when the tournament was hosted by Brazil; time difference may also be an issue but the event is still guaranteed to boost TV ad sales especially in the eight nations that qualified this year: Brazil, Argentina, Uruguay, Colombia and Peru in South America, as well as Mexico, Costa Rica and Panama for Central America.

Digital advertising in Latin America remains lower than the global average, inhibited by a relatively low digital penetration and the sheer power of television. It is expected to grow by +23% to reach 32% total media share at the end of 2018, still well below the global average of 44%. Social media (+30%) and digital video (+33%) will grow significantly again next year, while search (+21%) remains the number one media type with 36% of total digital ad sales.

Brazil: +12%

With BRL 49 billion in NAR (approx. $14 billion), Brazil is the sixth largest advertising market in the world and accounts for over half of LATAM’s advertising spend.

Brazil’s economy has begun to stabilize from the recession in 2015 and 2016.  Real GDP will grow by +1.5% in 2018, accelerating mildly after the stabilization of 2017 (+0.7%) and the severe recession of 2016 (-3.6%), while Consumer Price Index (CPI) inflation has dropped from its peak of 9% in 2015 to just 4% expected in 2018. Media cost inflation, on the other hand, remains high (between 6% and 10% across media categories). Business confidence however, continues to be hindered by political instability with unelected President Michel Temer, successor to impeached president Dilma Rousseff, himself facing various corruption scandals.  The next presidential election, scheduled for October 2018, will hopefully clarify the political environment but is not expected to directly affect advertising spend, as parties are not allowed to buy television advertising time.

In that mixed environment, MAGNA anticipate media owner NAR to grow by +11.8% in 2018 following a decent performance in 2017 (+9.7%). That will be driven by strong digital growth (+23%) coupled with robust TV ad sales: +5.4% for free-to-air channels and +9.2% for pay TV. The FIFA World Cup, which will air on Globo, SporTV, and FOX Sports, will help drive cost inflation (CPM +9%) and offset declines in viewing.

Mobile advertising is growing dramatically (+52% in 2017) and now accounts for over 55% of digital advertising expenditures in Brazil.  Internet and mobile penetration rates reached around 60% in 2017 and will continue to grow over the next five years. Google, Facebook, and YouTube dominate the search, social, and video markets, reaching of over 90% of the total internet audience.

Digital advertising in Latin America remains lower than the global average, inhibited by a relatively low digital penetration and the sheer power of television.

Mexico: +5%

Mexican media companies’ net advertising revenues will grow by +5% in 2018, to 92 billion pesos (approx. $4.9 billion). Mexico’s participation to the FIFA World Cup typically drives TV ad sales up, but that may not be enough to prevent TV NAR from decreasing (-1% to $43 billion pesos). Presidential elections are scheduled that take place in July 2018 but should not have a direct impact on TV revenues as political parties are not allowed to buy commercial air time beyond the free minutes allocated by Law.

Ad growth will be primarily driven by a +16% growth in digital ad sales (rising to a 31% market share) while print NAR will decrease by -5%, radio will increase by +5% and OOH NAR will grow by almost +8%.

The extinction of analogue terrestrial broadcasting at the beginning of 2016 disrupted television reception and introduced new digital channels competing with incumbent broadcasters Televisa and Azteca. That in turn created audience fragmentation and cost inflation (20%+) in Free TV CPMs as well as in digital video. CPM inflation has nevertheless cooled down in 2017 and will remain moderate in 2018 (+5%)

Online Video has been growing faster than any other ad format and already accounts for 32% of digital advertising, more than double its global share of 13%. Alongside Youtube, Facebook is becoming another important video advertising platform, especially in Mexico, where the social network has close to 80 million monthly active users. In addition, Mexico has one of the highest smartphone penetrations, driving mobile ad sales to grow by +22% in 2018, accounting for 64% of ad spend.

Argentina: +24%

Advertising sales in Argentina will grow by +24% in 2018 to reach 100 billion pesos (approx. $6.7 billion at a constant average 2016 exchange rate).

The economy began to stabilize in 2017, when real GDP grew by +2.5%, and 2018 is expected to see continued economic growth and gradual slowdown in the inflation rates. CPI inflation is expected to slow from 27% in 2017 to 18% in 2018, and will continue to drop over the next five years.

Nominal advertising sales growth, which peaked at 47% in 2014, when inflation was around 40% per year, will thus also stabilize over the next five years, to around 10% per year.

Television is still the largest media in Argentina, accounting for 36% of total advertising sales.  Newspapers remain relatively strong too with a market share of 19% at the end of 2017, significantly higher than regional and global averages (5% and 8% respectively); however the slow nominal growth rate (3% in 2018) means that the category is quickly losing share. TV NAR is expected to grow by 29% in 2018, driven by the FIFA World Cup and the last-minute qualification of the national squad.

Digital advertising is more developed than in the rest of Latin America. It already accounts for 32% of total advertising sales at the end of 2017, and will surpass television NAR by 2019.

Colombia: +5%

Colombia’s net advertising revenues (NAR) will grow by +5.2% in 2018 to reach COP 4.8 trillion pesos (approx. $1.6 billion). The Colombian ad market ranks 4th in the region, behind Brazil, Argentina and Mexico.

Pay TV channels control more than half of TV NAR in Colombia, due to high multichannel penetration and reach. In 2018 Pay TV ad sales will grow by +7% and account for 58% of TV ad spend, while Free TV will grow by just +3%.

Digital media advertising is still very under-developed, accounting for 16% of total ad spend. It is the fastest growing media though (+27%), growing from a small base.

Furthermore, Colombia is in the process of a digital switch-over, expected to be completed by December 31, 2019. Television signals are currently offered in Simulcast (analogue and digital), allowing for everyone to continue watching terrestrial TV, a frequency resource to accommodate analogue and digital, and a transition period to full digital.

A new free national TV network, Canal Uno, was launched in August 2017 by Plural Comunicaciones. Although Canal Uno aims to become a competitor to the commercial duopoly of RCN and Caracol, Canal Uno cannot compete yet in terms of coverage. However, as the digital switchover transition progresses, there are expectations it could reach 90% of the population by the end of 2018.

Some of Latin America’s other smaller markets will continue to experience ad spend growth.


Latin America’s largest newspaper and news site launches a paywall as a new way to monetize its quality journalism. It’s a sign of the times as more Latin American news publisher will launch paywalls in the coming year.

Clarin, Argentina’s most circulated newspaper, with a weekly circulation of 190,789 and weekend circulation of 433,525 has experienced a drop of 158,000 paid newspapers since 2013 when the weekly sales number was at 348,000. Clarin is the first Publisher in Argentina, with a population of 43,833,328 and internet penetration of 34,785,206 (79.4%), to launch a paywall, as well as Spanish-speaking Latin America, excluding Brazil.

ClarínOn Monday, 24th of April, Clarin launches a metered paywall on their main site, www.clarin.com.ar, where users will be able to access 40 free articles per month, before being asked to subscribe to one of the two introductory offers, ARS$19,90 p/m or ARS$49,90 p/m.

According to Argentina’s newspaper association, ADEPA, for the past two years, Clarin has been tracking 1,3 million users on their reading behavior to determine the meter limit. However, in an article published by Clarin in 2016 it stated that the average user consumed 31 articles per month — so it seems that Clarin is clearly targeting the top 1% of its site visitors to convert them into paying subscribers — a very successful model that has worked for many publishers.

Folha de S.PauloBrazil’s Folha de São Paulo, which launched the 1st paywall in 2012 in the Latin American region, originally launched with a meter limit of 20 articles, but quickly moved to limiting access to 15. Today, users can navigate and consume articles anonymously but are required to register after the 5th article with a cap on an additional 10 articles when registered/logged in, before being asked to buy a subscription. Folha has 150,000 digital subscribers and close to 400,000 print, digital or digital-only subscribers.

O Globo, another Brazilian news publisher launched their paywall in late 2013, had a meter limit of 30 articles for anonymous readers, with another 20 articles for registered users. O Globo has also moved to smaller meter limit of 5 and an additional of 10 articles for registered users. Additionally, if a user navigates in incognito mode, all articles are blocked. O Globo hasn’t recently released its number subscribers, but it’s less than 100,000 digital subscribers.

Latin American publishers are finally re-evaluating their digital business model.

If Latin America’s largest news properties can not build sustainable adtech business models, how will smaller publishers in the region make the adtech economics work for them? It’s a trend we have seen in the North American and Europe and it seems that Latin American Publishers are reaching the same conclusion — you can not compete and win against the Duopoly of Google/Facebook.

If Latin America’s largest news properties can not build sustainable adtech business models, how will smaller publishers in the region make the adtech economics work for them?

Being one of Latin America’s most visited News site, with 36.6 million unique browsers, Clarin’s launch of a Paywall is a strong indication that more newspaper groups in Argentina and Latin America will be launching digital subscription models, as people continue to consume news online, at the expense of paid print versions and low CPM’s that are controlled by Google and Facebook.

The EconomistThe next main challenge for Clarin will be to convert 1% of their traffic into paid subscribers in the following year or two, which would be 360,000 digital subscribers. Depending on their success, Clarin would then quickly move to grow their paid audience to 3% if not 4%, the key number to make the digital newspaper operation profitable.

One way to achieve the acquisition rate is to test and optimize the meter limit — something that the UK’s The Economist does extensively, even launching a 3 articles limit per week, a model that is proving to be very successful in moving from it’s 303,500 paid subscribers to its goal of doubling it’s paid subscribers profits in the next 5 years.

Text writen by Billy D. Aldea-Martinez, head for Latin America and Brazil for Piano, the world’s leader SaaS Platform that allows media companies to launch Direct Monetization models, such as metering and paywall solutions for digital content and user data analysis.

What: FC Barcelona striker Javier Mascherano replaces Carlos Tévez on offense for Danone.
Why it matters: Because this Young & Rubicam campaign with TV, digital, outdoor, and social network ads, features the emblematic player of the Albiceleste who becomes a hero and makes a call to leave behind the pachorra, or indolence and listlessness that can get in the way of reaching goals and victories.

After the great Carlos Tévez’s departure to China, Javier Mascherano takes over on offense for Yogurísimo against the pachorra, in a play on the famous phrase he said to goalie Sergio Romero during the 2014 World Cup in Brazil, right before the penalty shootout in the semifinal match between Argentina and Holland: “Hoy te convertís en héroe” (Today you become a hero).

In the Young & Rubicam campaign, the Argentina National Soccer Team star and FC Barcelona striker not only invites us to leave behind our listlessness in life, but also goes on to rescue friends who’ve become discouraged.

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The pachorra is no match for the Albiceleste star, who gives his all on the pitch and is now the new face of the Yogurísimo brand.

“With this campaign, Yogurísimo Energía Total invites young people to become their friends’ influencers, so that they can shake off any listlessness or indolence and not miss out on life’s best experiences. The campaign tells a story through the hashtags #sebuscaheroe and #convertiteenheroe on digital platforms”, says Paola Valverde, Senior Brand Manager, Yogurísimo.

The campaign kicked off in February with TV, digital, and outdoor ads, along with a social media pachorra invasion on Yogurísimo’s Facebook page, and will continue developing with Yogurísimo and Mascherano updates throughout the year.

Fact Sheet:

Agency: Young & Rubicam
Client: Danone Argentina
Product: Yogurísimo Energía Total
Copywriter: Alejandro Álvarez – Santiago Ledesma
Producer: Castadiva
Director: Fatty Iastrebner
Sound Producer: Animal Music
Post-production: Lemon Drop

What: Mobile analytics firm AppsFlyer is expanding in LatAm with the opening of a new office in Buenos Aires, Argentina.
Why it matters: Latin America is one of the growing regions for the gaming industry, and it will hit US$4.1 billion annual revenues this year.

la (2)Mobile analytics firm AppsFlyer, whose platform measures over 200 billion mobile interactions, is settling into Buenos Aires in Argentina, giving it a foothold into this growing region with its 11th global outpost, according to Venture Beats.


The company’s South American expansion comes on the heels of opening offices in London and Berlin in February.According to a company spokesperson, AppsFlyer’s media spend measured reached US$4 billion annually and mobile events measured reached Over 200 billion per month.
Brazil is the largest gaming market in Latin America
AppsFlyer’s has 11 global offices and 1,900 integrated partners. It is odd the company has decided to open an office in Buenos Aires instead of opening one in San Pablo as Brazil is the largest gaming market in Latin America.
However, AppsFlyer founder and CEO Oren Kaniel goes over the decision.
“We already have amazing team on the ground in Buenos Aires, which has a rapidly thriving mobile ecosystem and is becoming a major hub of innovation and tech investment. And with Brazil’s booming mobile market nearby, we’re strategically located to serve all of Latin America — with plans to open additional offices in Brazil in the near future,” he said.
“We’ve seen tremendous growth throughout Latin America for some time, and we’re committed to serving the region, Kaniel said. “Our main goal in establishing our first LATAM office is to more closely serve our growing client base in the region, and to connect with the increasing number of brands, agencies, marketers and developers in the region who are tapping into mobile to grow their businesses. As a company, we’ve always believed that you have to have feet on the ground in the markets you are serving, because each region is unique not only in the way they do business but in the subtleties and nuances of the mobile market.”
AppsFlyer is a mobile advertising attribution and marketing analytics platform, enabling app marketers, brands and ad agencies to measure their marketing campaigns across more than 1,900 integrated media partners. As a Facebook Mobile Measurement Partner, Google Official Partner, and Twitter Official Partner, AppsFlyer provides mobile advertisers with unbiased attribution, mobile campaign analytics, in-app user engagement tracking, lifetime value analysis, ROI and retargeting attribution.AppsFlyer currently serves more than 10,000 advertisers, measures more than US$4 billion in annual mobile ad spend and tracks more than 1 billion installs and 200 billion mobile actions every month. Noteworthy clients include Playtika,IHG, Alibaba, Baidu, Trivago, Macy’s, Samsung, DeNA, and HBO.

Learn more about crucial strategies from advertising and media luminaries targeting Latin American and Hispanic audiences. Book now for our Latam Advertising and Media Summit, a required event for any marketing professional.

We take a look back on some of the indicators behind Yahoo!’s decision to close its offices in Mexico and Argentina. Yahoo! was one of the first companies to offer an Internet search engine with an email address, but in reality, its business is not growing, and its needs to make radical changes to compete.

By Ximena Cassab, translated by Gretchen Gardner

The announcement that Yahoo! is closing its offices in Mexico and yahooArgentina came as a surprise for those that were unprepared. Nonetheless, the 22 year-old company founded in Silicon Valley was showing signs that it needed a radical structural change to grow at the rate some of its competitors grow (e.g. Google and  Facebook).

“It’s a surprise that Yahoo! Mexico is closing, since it was once of the first American companies in the country, and it always operated with a profit,” says Pedro Labarta, general director for Mexico and LatAm at Brand Networks. “It doesn’t matter if they once had 100 employees and now have 15. (Yahoo!) always looks for the way to stay strong.”

A New Growth Strategy

Since last year, shareholders and the members of the Board of Directors have pressured Marissa Mayer, CEO of Yahoo! since July 2012, to show a higher profitability and stay competitive in the face of strong competition from other companies like Google and Microsoft.

To do so, the company established a new action plan, along with the consulting firm McKinsey, based on three elements: investment, maintenance and elimination. Mobile search, for example, entered the investment category, and Yahoo! Finance could be filed under maintenance according to Silicon Beat, which cited a source close to the company.

On the other hand, offices in international markets with low profitability  are part of the elimination category. Mexico and Argentina’s offices are two of those.

Millionaire Demands

In 2011, Yahoo! and Yahoo! Mexico faced a lawsuit for $2.7 million for breach of contract by the Mexican companies World Wide Directories and Ideas Interactivas. The company emerged unscathed, and the court revoked the sentence in which the company had lost. Nonetheless, the event left the company in on the watchlist of international and national courts.

Competition for Advertisers

Yahoo! was one of the first companies to offer a search engine and email address on the Internet. It’s primary sources of revenue were from advertising through banners and pop-up windows. But the strong competition for “likes” and advertisement that appears on Google and social networks like Google means that buyers labartadistribute their budget among more media, leaving Yahoo! behind.

Advertising in Mexico has been more centered on Google, sites that focus on certain content, and finally social networks and video, taking up much of companies’ budgets, says Labarta.

What’s more, the financial strain on Mexico and Latin America has a direct impact on companies’  commercial budgets. It’s not surprising that they will make smaller advertising investments and focus more on just a few types of media properties.

More Changes Are  Coming

Despite the shutdowns in Mexico and Argentina, “Latin America is an important region for Yahoo! and we will continue to invest in our consumers and local products,” wrote a Yahoo! spokesperson to Portada through e-mail. The company will continue to have a sales team in Brazil and Miami to meet the demands of pan regional clients.
Henry Zammarripa of Yahoo! in Miami told Portada that “Armando Rodriguez will continue as the VP & managing director of LatAm/US-Hispanic, and I will continue in my role as the regional sales director for Latin America.”

“Seeing that Yahoo! couldn’t keep up in terms of numbers, it’s understandable that they closed smaller operations to maintain those that delivered better numbers,” says Brand Networks Labarta. “Leaving the operation in Brazil is understandable, but the question would be, ‘for how long?'”

Tomorrow February 2, Yahoo! will report its latest quarter results. These will be decisive for obtaining more information about a probable restructuring of the company. Some experts speculate about the possible outsourcing of some of their functions and even a sale to another giant, a somewhat similar  situation to the one in which AOL was acquired by Verizon last year.


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 AMERICANS! If you want additional information or to acquire the database, please call Jennifer Chan  347-961-9516 or e-mail him at jennifer@www.portada-online.comSEE A DEMO OF THE DIRECTORY!

::: Wyndham Hotel Group/Argentina ::: Maxus – Campos Verdes :::  Jeroglificos by Agency David ::: Avon – Global:::

  • Wyndham Hotel Group/Argentina

bnnbbnbBuilding on more than 16 years of experience in Argentina, Wyndham Hotel Group has announced the debut of its namesake brand, Wyndham Hotels and Resorts®, in Argentina with the opening of the 141-room Wyndham Nordelta Tigre Buenos Aires.Located across from Nordelta Bay in Tigre, Wyndham Nordelta Tigre Buenos Aires is the only in the city accessible by land and river and is just 60 km away from Buenos Aires’ Ezeiza International Airport, 35 km from the Buenos Aires city center, and 15 km from the Tigre’s train station. The partnership with AADESA, the property’s operating company, allows Wyndham Hotel Group to capitalize on the distribution and marketing support.Wyndham Hotel Group includes over 7,760 properties worldwide and more than 150 hotels in Latin America and the Caribbean. InArgentina, the company has been present for more than 16 years since the opening of the first Howard Johnson hotel in 1999. Alongside the Howard Johnson, Ramada, and TRYP by Wyndham brands, the opening of Wyndham Nordelta Tigre Buenos Aires marks the 35th property for the company, which is now the largest international group in the country.

  • Campos Verdes / Argentina

mmmmGroupM media agency Maxus has been chosen by Alicorp as its new media agency for its brand Campos Verdes. Maxus will provide planning and online media buying services for the brand. In addition toCampos Verdes, Alicorp has Plusbelle, Zorro, Limol, Cristal, Gran Federal, Suave Federal, Limzul, Don Italo, Nutregal, Okebon, Castello Ponte and Eruocake in its portfolio.



  • “Jeroglíficos”/ Argentina

descarga (3)Agency David, creatively led by Joaquin Cubria and Ignacio Ferioli, has released its new spot “Jeroglíficos” for IRSA Propiedades Comerciales, for the holidays. The ad is based on the idea that while holidays are a very lovely time,  are also days when people feel overwhelmed by the responsibilities and gifts they need to do, to the point that Christmas loses its charming. The spot centers on the illusion behind a gift, on how nice it is to make or receive presents and how that feeling is renewed with each generation.


  • Avon / Global

v1Q326p1_400x400International cosmetic brand Avon said it had reached an agreement with a private investment firm designed to boost the company’s performance. Cerberus Capital Management will invest US$605m (£406m) in Avon. As part of the agreement, the North American division will be separated from the rest and mostly controlled by Cerberus. Avon’s sales in North America accounted for just 14% of the company’s revenue in 2014. Sales in Latin America made up nearly half of the company’s total sales during that year. Cerberus will focus on creating new product lines and new incentive structures for its sales representatives. The firm will also make a separate US$435m investment for a minority stake in the international brand, Avon Products.

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 AMERICANS! If you want additional information or to acquire the database, please call Jennifer Chan  347-961-9516 or e-mail him at jennifer@www.portada-online.comSEE A DEMO OF THE DIRECTORY!

::: Procter & Gamble – Starcom MediaVest Group ::: Hilton Worldwide/ Paraguay ::: HotelREZ/ Argentina ::: “Despegue”/ Argentina :::

    • Major Luxury Brands Going Back to Argentina? (Burberry, Dolce & Gabbana, Armani, Louis Vuitton).

Burberry, Dolce & Gabbana, Armani y Louis Vuitton are some of the companies cited by Buenos Aires real estate brokers that are interested in expanding in the Argentinean market as a result of Mauricio Macri’s victory in the recent presidential elections. Macri’s government is expected to lift restrictions to import (luxury) goods as well as to liberalize the exchange rate. Other companies cited include Dunkin’ Donuts, Pizza Hut and Carl’s. Retail chain Forever 21 recently opened a store in a Buenos Aires shopping.

  • Procter & Gamble/ Global

kYrPoJnL_400x400The packaged-goods giant Procter & Gamble has completed the North American media agency review, shifting most of its business from Publicis Groupe’s Starcom MediaVest Group to two other agencies — Dentsu Aegis Network’s Carat (a planning incumbent) and Omnicom Media Group. Of the two, Omnicom Media received the bigger share of business. Starcom will continue to work on Duracell, cosmetics, fragrances, and some hair products in the US and Canada. It will continue to handle media for P&G outside of the US. Starcom continues to manage P&G’s local digital business for Mexico as well as P&G’s brand planning and buying for the whole region.

  • Hilton Worldwide/ Paraguay

VKJR5OUy_400x400Hilton Worldwide has signed a Letter of Intent with Grupo Cartes to bring the flagship Hilton Hotels & Resorts brand to Paraguay. The management agreement is anticipated to be signed in Q1 2016.Designed by Uruguayan architect Carlos Ott and expected to open by the end of 2018, plans call for a full-service Hilton hotel featuring 180 guest rooms and 50 Hilton branded residences located at the intersection of Aviadores del Chaco and Campos Cervera.

  • HotelREZ/ Argentina

6vvNv1h1_400x400Following its recent partnership with Barcelona-based Qualis Hospitality GroupHotelREZ Hotels & Resorts adds hotels in both Spain and Latin America (LATAM), to its growing portfolio of independents. The latest property signing with the representation company is the 5 star Sant Pere del Bosc Hotel & Spa in Spain.Other properties which have recently come on board the HO chain code, include Hotel Ambit Barcelona, in city-centre Barcelona; Vega De Cazalla, in Andalucia, Spain; and Estancia Monte Viejo in Argentina.

  •  “Despegue”/ Argentina

descarga (1)With the overall creative direction of Walter Onorato and Diego Duprat, agency Almacen has released its new spot for Minicuotas Ribeiro. With a humorous tone, the piece shows people receiving the wrong gifts for Christmas and why nobody understands what is going on. The mystery is revealed at the end of the piece. The spot was directed by Nico Parodi. The piece features Argentinian mediatic Victoria Xipolitakis, one of the most controversial figures of recent times in that country. Google contributed to the campaign, which in addition is Youtube’s first unskippable Labs conducted in Argentina. In this online platform, users will find up to 8 different versions of the spot, strategically created and fixed to maximize views and convertions to the ribeiro.com.ar e-commerce site.

What happened on November 22 in Argentina was not just the election of a new president, but the emergence of a new model for the country led by figurehead Mauricio Macri, who will now lead the country as president. Comments from players in the Argentine Marketing and Media Sector. Key questions to consider going forward.

Mauricio Macri
Mauricio Macri

Using soccer terminology, what happened that Sunday was similar to a Boca-River game, with a 3-2 result (understanding the biometric as a symbolic metaphor for the ideological polarity that is so ingrained in Argentina, and assuming that both teams gave it their best shot on the field). In other words, as much as there was a clear winner, what is certain is that Daniel Scioli, who was backed by current president Cristina Fernández de Kirchner, was very close to achieving his goal.

In the local advertising and digital marketing environment, people eagerly awaited the triumph of Macri and his policies, which would favor the economic development of the sector given that it depends highly on the international economy, whose dynamics were complicated during Kirchner‘s terms. Scioli was unlikely to make many adjustments to that scenario.

In fact, lately, international investors in the sector were wary of Argentina, a country that had traditionally attracted great attention, and started considering México, Colombia, Chile and even Uruguay for investment instead. Brazil also attracted development, but due to its cultural and language particularities, it should almost be considered independently of Spanish-speaking Latin America.

With Macri’s triumph, there is a certain sense of relief in the industry, and one can perceive dramatically improved outlooks for 2016. Decision-makers in the local digital market hope that international business and investment returns to Argentina, and that financial operations outside of the country are facilitated by less stringent regulations. Another issue is the hope that trust can be repaired between Argentina and global financial players, which is key to defining strategy and sustaining business development in the long term. This sentiment is openly expressed at events and informal meetings, as well as through social media. An example of this is the Facebook profile of Martín Caraoghlanian, CEO of AdCuality.com, who authorized us to publish the content of this text in Portada:

“Yesterday, I listened to Macri’s first press conference as president-elect: what a sense of calm I felt listening to a normal future president that:

  1. Didn’t fight with anyone
  2. Didn’t accuse a media outlet of anything, and didn’t respond with aggression 
  3. Didn’t speak of himself as if he were a hero
  4. Responded to all of the media’s questions
  5. For those who thought he was a “neo-liberal devil,”confirmed that his first trip will be to Brazil (and not to the US, like the fear-mongerers were saying)
  6. In fact, only reaffirmed the same things that he said during his campaign

Or was it not like that, Cristina Fernández de Kirchner? What a great era awaits us. I hope we become a first-world country again.

As dangerous as it is to generalize, what is true is that this opinion reflects that of the majority of the big players in the local digital industry. There are probably players that defend Kirchner’s politics in this group, although they are, for the most part, cancelled out by the majority that is overwhelmingly “anti-K.”

We can almost confirm that there is virtually no space for favorable sentiments towards the Kirchners in the local digital industry, which is not news, since Scioli consistently demonstrated that he would carry on the current administration’s policies while Macri was more aligned with the logic of the free market.

Questions to Consider

It would be too much to try to establish the scenario for 2016, but we can make hypotheses and ask questions related to the impact that the implementation of certain policies will have on the local media industry.

What would happen if the local currency were devalued? 

In this case, Argentina would be considered one of the primary destinations for foreign investment, given that in some aspects, advertising and digital marketing companies operate as exporters of services to meet the international demand in this sector. In this sense, the demand for professionals and businesses related to exportable services (like app development, ad campaigns, the management of international media companies’ monetization efforts, etc.) will increase.

Media Policy: According to rumors, the Law of Audiovisual Communication Services 26.522 (popularly known as the “Media Law”) would be subject to debate with the goal of updating it, given that the new government would be responding to a dispute between the exiting administration and large media conglomerates. On the other hand, this revision could impact the digital industry since the Internet would be included in this revision, although at this point we can not clearly assess how this would impact the market.

Ad Campaigns: In the event that it is possible to regain the trust of the global marketplace and that local companies will again be able to make long-term decisions, advertisers could end up increasing investment in the region.

But this is just an initial panorama, and we will soon see what concrete announcements will take place.


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 AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@www.portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: My Urban – Maxus Argentina ::: Emirates – Global ::: Gillete – Global::: Omni Hotels & Resorts/Chile :::  Delta- Areolineas Argentinas/ Argentina :::

Click here for previous Latam Sales leads editions

  • My Urban/ Argentina

descargaMaxus Argentina, a media agency part of GroupM, media agency holding of WPP group, was chosen for My Urban, as its new media agency. Maxus will be offering the new client media planning and buying services for the entire brand. My Urban is a gastronomic offer which adds to the healthy eating concept. It has two product lines: Alfajor My Urban: Premium, Classic and low calories and My Urban Food, ready meals (sandwichs, cakes, rolls, salads and desserts.)

  • Visa

Visa has picked Publicis Groupe’s Starcom to be its global media agency of record. It will be supported by SocialCode for digital in North America. In addition, Essence has been tapped to support Visa’s programmatic efforts on a project and regional basis. OMD was the incumbent.

  • Emirates/ Global

12ac39cd31dc935605857e28a6c6037a968fcdf3International airline Emirates has signed a deal with US star Jennifer Aniston to be its’ brand ambassador in a US$20m global TV and digital ad campaign.This marks the first time Emirates has collaborated with The TVC was directed by industry veteran and Oscar-nominee Bryan Buckley.The global digital and television campaign will begin in the United States and the UAE before being rolled out in November to other countries where Emirates has a big operational presence – including the UK, Germany, France, Italy, India and Australia.Emirates has, to date, invested US$20 million in securing TV spots worldwide for this campaign, which will have a 30-second and longer 60-second version.The TVC can be viewed on the Emirates website or on the Emirates YouTube channel.The brand has followed rival Etihad’s lead in signing a global celebrity as ambassador. Earlier this year Etihad launched a major TV campaign featuring Nicole Kidman enjoying the luxury private residence apartment on the airline’s A380 Jet.

  • Gillete/ Global

Gillette has introduced its latest campaign Momentos James Bond ( Bond Moments), inspired in Ian Fleming, creator of the saga. The influential phrases of the author will be present throughout the campaign on television, print, online and in-store media. The initiative precedes the launch of deSpectre, James Bond 24th film. The campaign links the action inspired by James Bond’s world and Gillette’s tools, which prepare men for their own “Bond Moments” to feel safe and have everything under control. Gillette has joined  Jany Temime, costume designer of Skyfall and Spectre, for this effort with the aim of helping men everywhere feelconfident and be ready for their own “James Bond Moments”. On October 10, Temime will handle Gillette’s Twitter account to share advice and answer questions about how men can create these special moments.


  • Omni Hotels & Resorts/Chile

Omni Hotels & Resorts returns with Destinacion Chile, its annual installment of Omni’s “Flavors of the World” culinary series. This year, Omni partnered with Wines of Chile to create a culinary treat presenting a dedicated Chilean dinner and bar menu paired with hand-selected wines that reflect Omni’s utter enchantment with the region. The promotion will be available at properties across the U.S. from October 1 through December 31, 2015.The menu features unique Chilean fare, from traditional favorites such as empanadas andchoritos (spicy steamed mussels), to sweets such as tres leches cake and arroz con leche, all prepared by Omni’s expert chefs. Guests can also savor wines of the country.Throughout the promotion, each participating hotel will feature eight to 11 hand-selected Chilean wines in its bars and restaurants. In addition to wine, guests can also enjoy cocktails made with Chile’s national spirit, Pisco, a grape distillate.  The package will be offered starting October 14, 2015 and available through December 31, 2015. This promotion marks the ninth annual installment of Omni’s unique Flavors of the World program, a cultural journey and culinary immersion, designed to expose and teach its chefs about various world cuisines as well as bring fantastic flavors to each guest. Omni’s Flavors of the World programs have also featured the wines and foods of Italy, Argentina, Spain and France. Destination Chile was arranged in partnership with the Wines of Chile, an organization comprised of over of 80 member wineries. Travelers and media can follow Omni Hotels & Resorts at www.Facebook.com/OmniHotels and Twitter.com/OmniHotels .

  • Delta/ Argentina

My-fdg3R_400x400 Supergraphic_400x400A new agreement between Delta and Aerolíneas Argentinas will provide customers from both airlines more travel options to and from the United States and South America. The agreement gives Delta customers access to flights from Buenos Aires’ Ministro Pistarini International Airport to Montevideo, Uruguay, as well as to Mendoza and Cordoba, two important destinations in Argentina.Delta and Aerolíneas Argentinas codeshare agreement will also offer additional benefits to corporate customers by expanding the scope and discounts coverage of their managed travel program to new airlines’ codeshared flights.New connectivity options are added to the existing benefits for members of frequent flyer programs. SkyMiles and Aerolíneas Plus members have the ability to earn and redeem miles on both Delta and Aerolíneas Argentinas flights. Additionally complimentary lounge access, baggage fee waivers, priority check-in and boarding are also offered to SkyTeam Elite Plus members.

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 AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@www.portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: Younique Cosmetics & Skin Care – Mexico ::: Massive – Argentina ::: G6 Hospitality – LatAm ::: J. Walter Thompson – Grupo Modelo’s Cerveza Victoria ::: Contigo Peru – Movistar – Y&R ::: Agency Grey – Otro Mundo:::

Click here for previous Latam Sales leads editions

  • Younique Cosmetics & Skin Care/ Mexico

1380587_737869989578161_1928917076_nBeauty company Younique brings its groundbreaking cosmetic and skin care brand to the Mexican marketplace.Its flagship mascara product — Moodstruck 3D Fiber Lashes+ — is widely shared on social media due to its demonstrable nature and immediate results. The product gives natural lashes the ultimate beauty boost — boasting an average increase in lash volume of up to 400 percent.*In addition, Younique offers the Mexican consumer a wide range of cosmetic and skin care products in a variety of colors and shades to fit any mood or personality. Huscroft continues. Customers can purchase from the full range of products that Younique offers. In addition, residents of Mexico may now also become a Presenter for the company and receive the exclusive new Product Presenter Kit containing an assortment of cutting-edge cosmetic and skincare products such as Moodstruck 3D Fiber Lashes+, Addiction Eye Shadow Palette, Opulence Lipstick, Precision Pencil Eyeliners and more.

  • Massive/Argentina

mmDigital agency Selnet will now be named Massive in Argentina. Its main goal is to position itself as a regional leader. The key services the agency performs are: creative, social media, media and production. Its’ clients’ portfolio include: LAN, Disney, Universal music, Miller, Staples, Club Med, Yahoo!, Coca Cola, McDonalds and Samsung, among others. The agency has presence in Argentina, Mexico, Ecuador, United States, Dominican Republic (and will also have presence in Peru, Colombia and Chile too.)

descarga (4)Hotel chain G6 Hospitality continues its expansion plans in Latin America, as the company announced the development of its second Estudio 6 property in Puerto Vallarta, Mexico, and its first Hotel 6 property in Santa Cruz, Bolivia.The new Estudio 6 Puerto Vallarta will be located in the heart of the pacific coast destination known for its beaches, history and nightlife scene. Once completed, the Estudio 6 in Puerto Vallarta will offer suite-type rooms with fully equipped kitchenettes, microwave, stovetop, coffee maker and refrigerator, expanded work areas, HDTVs with premium channels, free Wi-Fi, laundry, and on-site parking. The projected opening date for the Estudio 6 Puerto Vallarta is the second quarter of 2016.In addition to the fast development of the brands in Mexico, G6 Hospitality also announced the signing of a franchise agreement with Andermatt S.A. to develop its first Hotel 6 property in Santa Cruz, Bolivia. The agreement includes plans to develop additional Hotel 6 properties in other major cities in Bolivia.

  • “Día de los muertos”/Mexico

CQfh1CxUAAAqiWuWith Gabriel Vazquez overall creative direction, agency J. Walter Thompson presents its new campaign for Grupo Modelo’s Cerveza Victoria. The spot focuses on the concept “Lo que nos hace Mexicanos” (“What make us Mexicans”) developed some time before by the brand. The effort includes five graphics that will be on public roads till November 2 and will be shared under the #Loquenoshacemexicanos hashtag.The photographs were taken by renowned American photographer Tim Tadder and reinterpret “La Catrina”, giving an attractive and regional aspect. There are 5 Catrinas: the Azteca, the Poblana, the Oaxacan, the Tapatia and the Purepecha.

  • “Steve Chopp”/Argentina

CQUUXkwWwAAcB1JWith the overall creative direction of Diego Medvedocky, Grey launches its new spot for beer brand Otro Mundo, to celebrate its 10th year anniversary. The effort pays tribute to the founding father of Apple, Steve Jobs. It is part of the campaign “Para los que hacen de este mundo, Otro Mundo” (“For those who make of this world, another world”). Steve Chopp is the first in a series of videos that will honor people who have changed things or done a diference.


  • “Contigo Perú”/ Peru

embarazadaContigo Peru is Movistar’s new campaign by agency Y&R. It was made to support the Peruvian selection in qualifying for Russia 2018.The effort was based on the observation that almost all chants to encourage the Peruvian selection are adaptations of foreign chants. Therefore, fans were encouragd to sing a hymn that only they could sing: the famous song “Contigo Peru” interpreted by Arturo “Zambo” Cavero and Oscar Aviles. The song was a special request was made to the musician Augusto Polo Campos in 1977, during Argentina 78 World Cup to encourage the Peruvian team. Peruvian musician Jorge “pelo” Madueño was in charge of changing the song into a hymn and the spot was produced by Peruvian filmmaker Claudia Llosa.

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 AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@www.portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: Alcatel OneTouch/Initiative ::: Hill+Knowlton / Ideal ::: Headway Digital / Peru ::: Krispy Kreme/ Peru ::: “Perdón”/ Schneider/ Argentina :::

Click here for previous Latam Sales leads editions

  • Alcatel OneTouch/Initiative

4uMh6TYK_biggerLeading mobile and Internet provider, Alcatel OneTouch,has selected agency Initiative to expand  its pan-regional client roster in Latin America.The regional Mediabrands team in Miami, led by Yamilet Bermudez, will work hand in hand with Alcatel’s marketing team in developing strategies and planning in Argentina, Bolivia, Brazil, Central America and the Caribbean, Chile, Colombia, Dominican Republic, Ecuador, Mexico, Paraguay, Peru, Uruguay, and Venezuela. Initiative will handle all analysis of traditional media planning and strategy, negotiation and media buying, programmatic, and digital services.Alcatel OneTouch designs, develops and markets a growing range of mobile and Internet products. At the beginning of 2015, the company was named number one in sales of smartphones in Latin America and the Caribbean, holding the record in the first three quarters of 2014, according to IDC figures.


  • Krispy Kreme/ Peru

descarga (3)Krispy Kreme Doughnuts, Inc. has announced its signature sweet treats will soon be available in Peru through a development agreement it has signed with Agape Coral, SAC, to open 24 Krispy Kreme® shops throughout the country over the next five years.The principal owner of Agape Coral is Fontana Holdings Business, Ltd., in which Manuel Corripio Alonso owns a majority interest.Krispy Kreme Doughnuts is a global retailer of sweet treats, including its signature Original Glazed® doughnut. The Company has more than 1,000 retail shops in 24 countries.

  •  “Perdón”/ Schneider/ Argentina

foto-cerveza-798x350With the overall creative direction of Javier Mentasti and Maximiliano Maddalena , produced by Landia and directed by Luciano Podcaminsky, Ogilvy & Mather presents its new campaign “Perdón” (“Sorry”) for the beer brand Schneider. “Perdón” (“Sorry”) is the first commercial for women’s category. Ogilvy & Mather Argentina new spot for Schneider is based on the concept that quality and taste of Schneider could be summarized in one big secret: the ripening time.



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 AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@www.portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: Cafe Britt / Costa Rica ::: Duff Beer/ LatAm ::: GSK/ Novartis/ Global ::: “Estrategia”/Argentina ::: Mediacom/Uruguay :::

  • Duff Beer/ LatAm

descarga (4)Homer Simpson’s beverage of choice, Duff Beer, will soon hit store shelves in Latin America. The iconic fictional brew will initially be offered in Chile, with plans to roll out to more of South America. “The Simpsons” is extremely popular in Latin America and fake versions of the beer began popping up in South America, many in Chile. Fox’s official product will make it harder for imposters to sell their own versions of Duff. The brew, created for Fox by British brewmaster Paul Farnsworth, will be a premium lager.

  • GSK/ Novartis/ Global

4f04e6a303341df5bbe81beafdf29f33_400x400 fUQmgECF_400x400Pharmaceutical giants GlaxoSmithKline (GSK) and Novartis are reviewing their collective US$1.55bn global media agency roster, following the creation of a joint venture earlier this year.In March, British company GSK and its Swiss rival Novartis announced a new consumer health joint-venture, as well as a number of of asset swaps worth more than US$20bn.GSK last reviewed its media two years ago, diving its then-estimated US$1.5bn global media planning and buying account between GroupM and Omnicom Media Group’s PHD. Novartis used Starcom MediaVest Group for its global media.GroupM, PHD and Starcom all reached the latter stages of the review, with Starcom dropping out of the pitch.GSK becomes the latest major advertiser to announce a review of its media arrangements, adding to the estimated us$25bn-plus currently up for grabs.

  • “Estrategia”/ Argentina

Sin título-1_0With the overall creative direction of Papon Ricciarelli and Gabriel Huici, Agency Don presents FiberTel new campaign to celebrate Friends Day. The effort consists of pieces for TV, print, radio, outdoor, online banners and social networks. Estrategia represents one of the cornerstones in the communication scheme of the firm.

  • Mediacom/Uruguay

Gck7GQ7q_400x400Mediacom has announced the launch of a new operation in Uruguay, after having agreed with local partners who previously were managing the brand. The renewed agency will have a structure and a new management and will be integrated into the structure of GroupM in the country, under Mariana Piriz leadership. Martin Nunez, who was previously part of Mindshare and OMD, is the head of Mediacom Uruguay. He has over 10 years of experience in the area of media.Currentl,y Mediacom Uruguay has a customer base which consists of brands such as GSK, Map virulana, Soni + Vision and Monsanto.

  • Cafe Britt / Costa Rica

G-cM0OmI_400x400Cafe Britt, the Costa Rican company known for their gourmet coffee and direct delivery model, has announced the launch of a new version of their website. Britt enjoys a reputation as innovative and customer-focused and their new website highlights these qualities. The Content Hub allows users to “Experience Britt” by explaining the history of the company, the principles that drive Cafe Britt’s business endeavors, and a blog packed with practical information about coffee.Designed for coffee lovers and created with the consumer in mind, Britt’s new website retains the best features of the old. It’s a new look, with the same exceptional coffee and service behind it.

With the start of the Copa America 2015,  June 11 until July 14 in Chile and one of the most anticipated sports events of the year, soccer passion and emotion will be running high throughout Latin America. While the popularity of soccer is very widespread throughout the Southern continent, what soccer means to fans and how they live their passion is very different. Havas Sports & Entertainment’s  has published the study: “Fans, Passions and Brands”, which surveyed 21,000 fans across 16 countries, and aims to understand the motivations and behaviors of soccer fans and their relationship with brand sponsors.

FPB Latam Copa America infographics -01The research provides a unique way to characterize fan attitudes and behaviors through eight Logics of Engagement, the various underlying motivations for fan behavior which demonstrate how and why fans live their passion for soccer.  The Logics, combined with fans’ media use, level of influence, other passions, and perception of brands, also allow us to uncover six distinct types of global soccer sofans.

A look at fans in Latin America

Photo: bistronovecento.com

Havas Sports & Entertainment’s study looked at fans in five Latin American countries: Argentina, Brazil, Chile, Colombia and Mexico. In these countries three logics of engagement stand out in comparison to the global population:

  • The number one logic in Latin America and the one that stands out the most is Pride: a third of Latin American fans engage through this logic, 19% more than the global population, which characterizes fans who feel and showcase their deep satisfaction with the achievements of their team.
  • The second logic that emerges is Immersion, which describes 29% of fans in Latin America, 12% more than global fans, which typifies fans who get completely absorbed in the emotion of the game.
  • Play is the third logic that stands out, defining one fourth of Latin American fans, 12% more than global fans. Fans who engage through this logic enjoy participating in activities related to the sport itself, whether physically or virtually.

Furthermore, among the six global soccer fan profiles discovered by Havas SE, one fifth of Latin American football fans are Guardians, which is 42% more than the global population. Guardians connect to soccer through the beauty of the sport and its history, stories and legends like Maradona and Pelé. These fans see themselves as the protectors of football’s rituals and customs. With a preference for club teams over their national teams and a traditional outlook, these fans are avid readers of their local sports pages and are influential face to face. They are also generally aware of brand sponsors.

One fifth of Latin American soccer fans are Guardians, which is 42% more than the global population

Differences across Latin America

169996249_4066c1d937_oWhile we can find some general trends across the Latin American population, these fans are not all alike.  There are some significant differences in preferences and behaviors among these countries. Most notably:

  • Fans in Colombia overwhelmingly prefer their national soccer team to club teams or any other teams, with 73% of the population. This is 55% more than in any other Latam country.
  • Brazil has the most longtime fans, with 81% being fans for over 10 years, which is 40% more than in Latin America generally.
  • Chilean fans are the most likely to enjoy the entertainment aspects of soccer, with 31% engaging through the Logic of Entertainment, 11% more than when compared with other Latam countries.
  • Argentine soccer fans are the most appreciative of brand sponsors in football: 51% of them enjoy attending events organized by sponsor brands as they feel sponsors enrich their fan experience. This is 22% more than across Latam.
  • Mexican fans are the most tech savvy, with 55% using second-screens at the stadium to search for information or post about the match, which is 15% more than across the region.

The impact for brands

4355447603_c1c3b1699f_oAs we can see, fans’ passion for soccer is very nuanced. Only by understanding the meaning of the game for each fan can brand sponsors effectively leverage the sport as a communications platform to reach their target audiences.

Soccer fans in Latin America are a very interesting target for brands because they are more receptive than the global population to brand sponsorship, particularly in terms of brand image and purchase intent. Over half of Latin American football fans (55%) believe that football sponsorship improves the image of a brand, which is 22% more than the global average.  Furthermore, half of Latin American football fans believe that football sponsorship encourages them to purchase the sponsor’s products, which is 26% more than the average globally.

Soccer fans in Latin America are a very interesting target for brands because they are more receptive than the global population to brand sponsorship, particularly in terms of brand image and purchase intent.

How should brands communicate with this audience? In Latin America where nearly one fifth of fans are Guardians, brands should look to reach these fans through storytelling.  Campaigns that evoke the beauty of the sport, its most spectacular moments, and its legends will appeal to these fans.

Looking ahead to 2016

For its 100th year anniversary in 2016, the Copa America Centenario competition will be hosted by the USA. While Americans are developing a growing interest for soccer, or shall we say soccer, with one third being fans for less than two years, a certain segment of the population remain the historic fan segment: Hispanic Americans. They share the love of football and a common language with their Southern neighbors; however, their relationship to football is different given where they live.

Firstly, they are 5 times more likely to support a team other than their National Team (Team USA), meaning that a significant number support the National Team of their country of origins or that of their parents/grandparents.

Secondly, soccer plays a cultural role and represents a way for these fans to breach the distance with their country of origins. As a result, the Logic of Identification plays a much greater role than for the rest of fans in Latin America. One out of three Hispanic American fans relate to soccer through Identification, which means that they see their passion as a part of who they are. Football is a way for these fans to be closer to their country of origins and connect with this culture.

descarga (1)Havas’ Meaningful Brands 2015 study reveals  that brands do matter in LatAm, as the disconnection to brands is lower  than globally, which means the connection with brands is healthier than in other regions.

Latin America outperforms global results by 7 percentage points in “brand attachment”. In LatAm 47% of the people would care if the brands analysed disappeared, while worldwide it is just 40%. It is more equivalent to Apac, the second most attached region in the world.That’s because in LatAm people still “believe” in brands: the level of Trust is high, as 69% of brands are trusted (global, 50%), with 38% of brands notably improving our Quality of Life (28% global.)

In LatAm people still “believe” in brands: the level of Trust is high, as 69% of brands are trusted while Globally the level is 50%.

The widening polarization brings different challenges that require different approaches. Understanding the key drivers by category and market, a must for brands to reconnect:

CountryTop Brand Per Country
ArgentinaLa Serenisima

Inside LatAm, Colombians are the most attached people: 55% of the people would care if the brands analysed disappeared, while in Brazil that ratio goes down to 44% and in Peru it’s 50%.Food, Beverage, Consumer Goods and Automotive demonstrate to be more meaningful in Argentina than globally, while Technology (influenced basically by telcos brands) and Retail are less meaningful in that country.In Colombia, 41/62 of brands researched have a quality of life value of 50% or higher, which means that 50% of the population consider they are contributing to improve their quality of life.The level of interest in brands in Peru is higher than the global average:54% declare that they regularly seek out information about the behaviour of companies and brands, while worldwide it’s 37%.

Inside LatAm, Colombians are the most attached people: 55% of the people would care if the brands analysed disappeared.

New and actionable Insights on Brand Leadership in Latin America are going to be discussed by cutting-edge Brand Marketers at Portada’s Latin American Advertising and Media Summit in Miami on June 3 and 4. Thought leaders include Jon Suarez Davis, VP, Global Media & Digital Strategy, Kellogg Company, Ruben Leo, Marketing/Digital Marketing Director / Mexico & International, Genomma Lab, Denisse Guerra, Regional Marketing Director, Latin America, The Estée Lauder Companies, Manuel Medina Riveroll, Marketing Director Mexico, Bayer and Pedro Tabera, President/CEO, Mercedes-Benz Mexico.

Mexico results

Most of the brands are well established companies with a long history in Mexico. The rest are tech oriented companies (meaningful because they make life easier, and people feel proud of using them). Home care and Dairy are the sub-sectors with the highest average attachment, Lala and Cloralex are the  leading companies.These are the key findings:

  • Overall happiness in Mexico (7,81/10) is higher than the Global average: 6,85
  • And people also see relationships with brands in a more positive way: 66% believe brands can play a role in improving their quality of life and the wellbeing of their family (52% ww-worldwide)
  •  People in Mexico also like to be informed: 52% regularly seek out information about the behaviour of companies (37% ww)
  • 59% consider the impact of a brand on people’s wellbeing when they are deciding whether or not to buy it (43% ww)

Brazil results

The Brazilian economy has been struggling to grow, and this is reflected in the main drivers of Attachment and perceived Quality of Life.Interesting to see that the Top 5 Meaningful Sectors are those that are taken as a conquest or aspirational to Brazilians since the Economic Boom in 2008 (exclusion of Auto) and taken as conquests on Brazilian daily life.The same happens when we look to the brands – which have an avg. better performance on Quality of Life than Attachment – enhancing Brazilian daily life in many aspects.Key findings:

  • Nestle and Danone bring added value products to Brazilians tables, being leaders inspiring confidence.
  • Google is unquestionable making people’s lives easier and thus providing peace of mind.
  • Natura and O Boticario, the only two Brazilian brands and completely linked to Personal dimension, extremely important to Brazilian.
  • Visa and Mastercard: making life easier by being enablers of recent conquests.
  • And the tech brands that display status, bringing satisfaction and happiness.
  • 72% of Brazilians declare that, when they have a bad experience with a product/service, they often share it with a number of people.
  • But, on the other hand, Brazil is a high interesting market for brands that want to lead and be innovative, as there is an open-minded attitude towards state-of-the-art products: 65% would pay more for high-quality items, 42% could not live without being connected 24/7 and 71% often follow the latest news

Argentina results

The three most important things for Argentinians to be happy and satisfied with their quality of life are: to achieve a better standard of living, take notice of and enjoy the small things in life and have people in their life who really care about them. There are no significance differences between sex or ages.In terms of expectations:

  • 77% of Argentinians believe that companies and brands should play a role in improving their quality of life and wellbeing and 70% consider that companies and brands should be actively involved in solving social and environmental problems. These percentages are slightly lower than those recorded in the previous wave.
  • 56% believe that brands can play a role in improving their quality of life and the wellbeing of their family.
  • While Argentinians will recognize a brand’s role in the quality of life improvement, 66% believe that the change will come from people.
  • Only 27% consider that companies and brands communicate honestly about their commitments and promises.
  • Finally, 38% of Argentinians generally trust brands.

In Argentina meaningfulness varies across categories: Food and Consumer Goods are best valued. In contrast, Telcos, Finance & Insurance and Department Stores have the lower levels of meaningfulness. They have the greatest challenges in the future.

In terms of brands, comparing Argentina’s top ten brands with the Global top ten brands:Samsung, the first brand in terms of Global Meaningful Brand Index, has the second position in the Argentina Meaningful Brand Index. Consumer Electronics.La Serenisima continues to lead the ranking in Argentina.Dove, Gillette, Knorr and Philips have better position in Argentina than Global top ten.

Colombia results

In this country, expectations are really high, but those are not totally covered:

  • 87% believe brands should play a role in improving our quality of life and wellbeing.
  • And 72% think brands can actually play that role.
  • The risk is that just 47% feel brands are working hard at it (global average is 39%)
  • 65% declare they consider the impact of a brand on people’s wellbeing or the environment when they are deciding whether or not to buy it (globally this is just 43%)And even if this trust is not enough to be meaningful (as we saw just 47% of Colombians feel brands are working hard), it is a pre-requisite for brands to deepen connections and be allowed to play a meaningful role in people’s lives

In Colombia, meaningfulness varies across categories: Healthcare and Food are the most meaningful categories. Finance & Insurance scored lower on MBI. Healthcare is one of the worldwide “Star” categories.FMCG’s traditional brands remain amongst the top as they largely contribute to improve our daily lives.

  • Food is one of the most meaningful categories, attaining strong Attachment and Trust. This brands are especially meaningful for making our daily lives better prevailing the rational benefits of savings, convenience, health or better nutritional habits.
  • Technology is becoming increasingly meaningful worldwide. And in Colombia 1/5 declare they could not live without being connected 24/7; and 1/3 say they are always the first to try new products
  • The highest level of Advocacy is for Sony (92% of the people would recommend the brand to their acquaintances). This brand ranks 5th globally, enjoying the high meaningfulness and trust that the whole category shows.

 Peru results

  • In Peru, 50% of people would not care if the brands analyzed disappeared.
  •  52% of Peruvians think those brands notably improve their quality of life.

In Peru the most significant brands belong to the food and beverage industry (Gloria, Inca Kola and Nestlé), while globally the brands that stand at the top are those related to the tech industry (Google, Microsoft, Samsung and HP among others).

  • The level of interest in brands in Peru is higher than the global average:54% declare that they regularly seek out information about the behaviour of companies and brands, while worldwide it’s 37%.
  • 61% declare they consider the impact of a brand on people’s wellbeing when they are deciding whether or not to buy it (43% ww).
  • 62% declare they often buy from companies with a reputation for having a purpose other than just for profit (49% ww)

There is an opportunity for brands to offer a more holistic & meaningful approach, increasingly driven by personal wellbeing, delivering what really matters to people.So the widening polarization brings different challenges that require different approaches. More than ever, a “global approach” is key for global brands to adapt and respond to the context and expectations of each local market.

What: Social media engagement in Latin America in 2014 showed 127 %  year over year increase in engagement across Facebook, Twitter and Instagram, with 455.3 million total actions.
Why it matters: With 87,620 total actions, Mexico ranks as the second most social media engaged country in the region, after Brazil.Facebook accounted for 94.6 % of total actions.

redes.sociales-285x200Social media engagement in Latin America for the month of July 2014 showed 127 percent year over year increase in engagement across Facebook, Twitter and Instagram, with 455.3 million total actions, according to a Shareablee’s analysis.


Engagement per country

Mexico ranked #2 by total actions (87,620) while ranking fourth overall based on audience size, indicating a highly engaged audience. For the number of average unique people engaged by each brand, Brasil led with 218,000, followed by Argentina with 89,000, Colombia with 62,000 and Mexico with 60,000. Twitter had the highest penetration in Argentina and Chile, while Instagram was strongest in Brasil and Colombia.


PublisherTotal Actions
UniqueEngaged Audience(000)%Actions
Latin America455, 30448294.58%2.31%3.11%
Brazil192, 74321893.07%0.99%5.95%
The total actions metric includes post-level likes, shares, favorites, retweets and comments.Unique engaged audience is the number of people who took an action with a page’s content on Facebook.The % actions metric notes the portion of actions (likes, shares, favorites, retweets and comments) attributable to the specified social media platform.

Engagement across platforms

455.3 million was the number of  total actions in the region regarding social media.

  • Facebook accounted for 94.6 % of those actions
  • Instagram followed with 3.1 %
  • Twitter ranked third with 2.3 %

“Consumers in Latin America are highly engaged social media users, providing a unique opportunity to marketers in this region to connect with consumers in a personal yet scalable manner,” said Alejandro Fosk, SVP Latin America at comScore.



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