Banco Santander


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

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

For prior Sales Leads LatAm editions, click here. 

  • Diageo/ Ypióca

Drinks giant Diageo intends to use its marketing expertise to boost the image of cachaça, the Brazilian sugarcane spirit, and to increase sales of the Ypióca brand it bought five years ago.It is, however, taking longer than anticipated, partly because of economic recession, partly because of 2015 changes to Brazil’s alcohol taxation regime that pushed spirits prices up sharply, a combination that has driven many lower income drinkers to the bootleg market.Ypióca’s net sales only grew 5% in the year to June, but those of luxury “gold” darker blends grew significantly faster: sales of Ypióca Ouro, its main “gold” cachaça, were up 34% in the same period.Interest in cachaça is growing internationally as bartenders acclaim its versatility. It can be used in more than caipirinhas, Brazil’s national cocktail: a three-time International Bartender of the Year award winner points out it makes a good martini, for example. As well as supporting calls for more countries to recognise cachaça in their registries of geographical indications as a product of Brazilian origin, recruiting bartenders as advocates could be a useful strategy for Diageo to adopt.


  •  Aerolíneas Argentinas

Havas Media has been awarded Aerolineas Argentinas’ media budget after a long tender. The agency will help the airline to consolidate its leadership and growth to match the progress it has made in terms of new aircraft, number of passengers, punctuality and services.




  • Santander / Formula One

Spanish bank Santander will not renew its Formula One sponsorship of Ferrari from next season, after seven years and €280m (£250m) backing the sport’s most illustrious team.Juan Manuel Cendoya, head of marketing and communication at Santander, believes Ferrari’s investment in Ferrari has been fruitful, claiming the return was higher than the marketing spend. Formula One has a global audience of about 400 million.Santander has an annual marketing budget of €450m, much of it going to the Spanish football league and Latin American football’s Copa Libertadores.



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


  • +Visión

Optical chain+Visión has chosen to work with business performance agency iProspecty and media agency Carat, both part of Dentsu Aegis Network Group, led by Juan Pedro McCormack. Carat will develop media planning with the aim of deepening the brand’s strategy, while iProspect’s intelligent content and paid media areas will work to achieve successful business results through digital channels. + Vision has multiple branches in Argentina and is committed to expanding its business.





  • AccorHotels

AccorHotels, a global leader in hotel operation, announced that from November 16, 2017 Ariadna Communication Group, under its RP (with MileniumGroup) and Digital divisions, will be its PR and Social Media agency. AccorHotels operates in more than 95 countries.The hotel group has a range of luxury brands such as: Raffles, Fairmont, Sofitel, Swissotel, Pullman, among others.





  • Mídios

Media agency Mídios has arrived in Mexico City with the opening of a new office. The subsidiary will be lead by Fabián Menendez, who previously served as regional account director and director of Research & Insights at Mídios Argentina. This is Mídios’ first regional office and the first step in the regional development of the agency.





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: Data network ROIx has picked BrightTag Fuse™ technology platform to power real-time, cross-channel marketing in Brazil.
Why it matters: BrightTag Fuse™ will help ROIx improving advertising technology in Brazil where  the digital economy is developing fast and consumers spend the most time online compared to other Latin American countries.

BrighttagData network ROIx has picked BrightTag to power real-time, cross-channel marketing.

Brazil’s audience-based data and media-buying platform, BrightTag, has announced that will continue to expand globally by growing its presence in the Latin American market where Internet use, online retail, digital advertising and social media are rapidly increasing. BrightTag already has offices in the US, UK, Japan and Brazil.

The company has chosen BrightTag Fuse™ technology platform to power the real-time, cross-channel marketing needs of its 60-plus clients. Brazil leads the region with its consumers spending the most time online and having the largest gross domestic product .

Brazil’s digital economy is developing fast beforehand 2014 FIFA World Cup and the 2016 Olympics.

ROIx is using BrightTag Fuse™ to improve  its advertising technology in Brazil. The company claims to be  revolutionizing the country’s online advertising market with its approach to collecting, onboarding and managing data across multiple channels. The network has around 38 million unique visitors across its more than 60 clients.

ROIx clients include: Banco Santander, Gafisa and Tim. “Thanks to BrightTag’s patented technology platform, we are providing industry-changing data options for our clients in Brazil. With BrightTag Fuse™, we have gained the unique ability to tap into customer data in real-time across all channels” said John deTar, Chief Executive Officer, ROIx.



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