Burguer King


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

For the subscription to Portada Interactive Database of Marketers targeting Latin American consumers. Please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription at the special offer price (offer expires Dec. 23!.)

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  • Fiat Chrysler Automotive & Mars

kzkuhwk__400x400Publicis Media has been appointed media agency of record for Fiat Chrysler Automotive (FCA) for several major regions outside the U.S., following a review. The business has andescarga-2 estimated US$625 million in billings, according to The Drum.



descarga-3The media conglomerate has also won a big portion of Mars’ global media assignment. Local buying agency transitions will begin immediately, and will officially take effect beginning with Mars’s 2017 media investments. In 2015, the candy brand transitioned to a single global media planning agency, Mediacom. Prior to that, Publicis’ Starcom was responsible for most of the business, including the U.S. Mars’ ad spend exceeds US$680 million in the U.S. and US$1.5 billion worldwide.

  • Burger King & PepsiCo

5d7c0a3957e76a60402dc8cbe022d74eBurger King and PepsiCo are teaming up in Latin America to demonstrate the authenticity of their brands in a video called “Rechazado” (“Rejected,”) Adage reports.The 2 ½ minute video started running in Argentina in social media and will also be used in cinemas, and is likely to be used in other countries in Latin America. It was created by We Believers, a small New York shop co-founded two years ago by Gustavo Lauria, who is Argentine, and Marco Vega, a Mexican. We Believers won the assignment with its insights into the two brands’ shared values, and the clever twist of contrasting Burger King and Pepsi with their biggest rivals (who are never named, due to rules in Argentina against comparative advertising).


To get detailed contact information about the decision makers behind these campaigns and access an interactive database of more than 2,500 marketers targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • McDonald’s

New Zealand digital analytics and marketing company Plexure Group has signed an agreement with the biggest McDonald’s franchisee in Latin America and the Caribbean.The deal extends Plexure’s global relationship with McDonald’s announced last January, helping distribute discount vouchers to customers’ smartphones.Already used by McDonald’s in Japan, Sweden, USA, Netherlands, and parts of Eastern Europe, the new contract is with Arcos Dorados.



  • Qatar Airways
hhjoe2s__400x400Qatar Airways has purchased a 10 percent share of Santiago, Chile-based Latam Airlines Group, the carriers announced on December 29. Through its subsidiary, Qatar Airways Investments, the Persian Gulf carrier acquired 60.8 million shares in a transaction valued at US$608 million.Latam was formed by the 2012 merger of Chile’s LAN Airlines and Brazil’s TAM; it reports a combined fleet of 335 aircraft. Latam and Qatar Airways are members of the oneworld airline alliance.The entrance of Qatar Airways as shareholder of Latam represents a unique opportunity to develop a long-term relationship and explore new opportunities for connectivity with Asia and the Middle East.

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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@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: Hilton Garden Inn – Guatemala ::: Choya – Latin America ::: WPP – Cuba ::: Burger King Brazil ::: Sky Airlines – Chile :::

  • Hilton/Gautemala

D4G5V5rB_400x400Hilton Garden Inn, Hilton Worldwide’s brand of hotels, has announced the opening of Hilton Garden Inn Guatemala City, representing an addition to the brand’s growing portfolio of more than 625 hotels worldwide. The 109-room new hotel is the first Hilton Worldwide property in Guatemala. Hilton Garden Inn Guatemala City is owned and managed by Imperial Hospitality Management Company. Hilton Garden Inn Guatemala City is located in the financial and business district. Just 4 km away from the La Aurora International Airport, the hotel offers a complimentary shuttle to and from the airport. Major nearby attractions include the Domo Polideportivo arena, La Aurora Zoo, and Popol Vuh Museum. Guests will enjoy the warm appreciative Hilton Garden Inn Team Members for additional area recommendations.Hilton Garden Inn offers welcoming services for travelers to sleep deep, stay fit, eat well and work smart while on the road. All Hilton Garden Inn guests will see why Life’s Better at the Garden™ through amenities offered at each peaceful and energizing Hilton Garden Inn location, including complimentary Wi-Fi throughout the hotel, and state-of-the-art fitness center.Hilton Garden Inn Guatemala City participates in Hilton HHonors®, the only hotel loyalty program that allows members to earn Points & Miles® on the same stay and No Blackout Dates on reward stays.

  • Choya/ Latam

descarga (7)Choya, the Japanese liqueur specialist, is redoubling its international marketing efforts as it builds on an enhanced presence in global travel retail markets. Already, its increased promotional activities at exhibitions and events in the Asia-Pacific region . But now, Latin America is a new focus of marketing activity for the Osaka-based company.Starting in 2016, the company plans to exhibit at the Duty Free Show of the Americas in Orlando, through which it will promote Choya’s attractiveness for airlines and the Central and South American duty free markets. The main products will be Gold Edition and the Extra Series.Gold Edition is a super-premium product within Choya’s extensive range, with handmade production of no more than 500 bottles a day. Based on French brandy, Gold Edition uses only premium nanko ume fruit, which is high in citric acid and other vitamins. Extra Series (Extra Years, Extra Shiso, Royal Honey) is the core Choya range, carefully produced using a traditional method by steeping ume fruit in alcohol with added sugar. Extra Years is aged for two to three years to achieve a very balanced taste, while the Japanese herb shiso adds a slightly bitter tang and natural red colour to Extra Shiso. Royal Honey uses only natural clover honey with royal jelly instead of sugar.

  • WPP/ Cuba

A9ojDKpB_400x400Under a contract with the Cuban state-owned Palco Group, the global advertising network WPP now has a permanent executive based in Havana who will be backed by a local support team.WPP will set up an office in the Miramar neighbourhood near Havana’s business centres.The move follows the ending of US trade sanctions on Cuba after Presidents Barack Obama and Raul Castro agreed to open economic and travel ties.The trade embargo was put in place in 1960 and was extended at almost all imports in 1962 after the Cuban Missile Crisis.WPP’s foray into Cuba marks the latest stage in the network’s Latin America expansion plan, where it said it generates revenues Of US$1.6 billion and employs 20,000 people.

  • “Big King Tattoo”/Brazil

burger-king-desafia-fans-del-big-mac-transfor-L-UwKQROBurger King restaurants in Brazil launched a new integrated campaign to promote the new Big King sandwich. An online film, featuring five Big Mac fanatics from around the world, debuts on the brand’s YouTube channel. The film documents an unprecedented chance and challenge to some of the world’s biggest burger fans, to change allegiance from a main competitor’s signature sandwich to the flame-grilled Big King sandwich. In the film, five individuals from Brazil, Taiwan, the United States, Spain and Italy tell their stories. Each loves the Big Mac sandwich with a feeling so strong that they had it tattooed in a place of prominence. These burger-lovers were invited to travel to Brazil and participate in a real test that might just leave them with an unforgettable mark. Accepting the challenge, the team was flown to Brazil where the adventure began in a Burger King restaurant in Sao Paulo. Each of the five individuals tried the Big King sandwich and it was love at first bite. But that was only the beginning. After experiencing the great flame-grilled taste of the Big King sandwich, the opportunity for a true transformation presented itself. Ami James, a global icon in the tattoo world and internationally known for his reality show Miami Ink, surprised the group inviting them to get their tattoos retouched to reflect the reason for the great taste of their new favorite burger. The Big King sandwich campaign will launch with the 3-minute film, and will be shortly followed by in-store promotions and social media activations. Agency David San Pablo was in charged of the effort.

  • Sky Airlines / Chile

ajR1xhn7_400x400Grey chile has won Sky Airlines account in that country. Carles Puig will be the DGC in charge, while Oscar Lizarralde will handle everything related to the account services as VP& client services. Sky Airlines becomes the second account Grey Chile has won in the last three months, when in April the agency won Talianni. Sky Airlines joins Grey’s client list, which includes accounts such as Coca Cola, Pizza Hut, Taco Bell and Talianni, among others.

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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 25 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • Nissan

nissanNissan has launched the national ad campaign “The Most Exciting Car Brand Celebrates the Most Exciting Sport,” to celebrate World Cup fever and give U.S. Hispanic consumers opportunities to cheer on their teams. The Spanish-language spots feature Nissan vehicles as the tools helping consumers bring the excitement of the summer soccer games. Both versions of the spot close with the English-language phrase, “Innovation that Excites,” a reflection of bicultural consumers’ tendency to be comfortable with both languages. The spots will run on national networks from June 12 through July 13. The first one,  entitled “Goal Trip,” features brand aficionados Diego and Rafa throughout their scenic road trip from New York to Brazil. The second , “Face-Off,” portrays cars facing off against enthusiastic soccer fans as they race to the stadium for the big match.

  • Coca-Cola

descarga (5)Coca-Cola has taken over Nascar and Yahoo Sites for the Fourth of July as part of its sponsorship of the 56th annual Coke Zero 400 race at Daytona International Speedway the past weekend. Coke Zero spokeswoman Danica Patrick will advertise the soda at the event and through digital ads that target sports fans, which will drive traffic to the summer campaign’s microsite.Via a microsite, consumers can swap out the logos and then share the content via Twitter, Tumblr, Facebook and Instagram. Mobile ads and pre-roll video from a TV spot were parts of the marketing mix.

  • Wendy’s

descarga (3)Wendy’s Pretzel Bun , one of Wendy’s most popular items in more than a decade , is coming back together with two hits of the late ’80s and early ’90s featuring R&B group Boyz II Men and Jon Secada.The pretzel bun will be available nationally by July 4. TV ads will launch July 7 simultaneously and will run for about six weeks. In the TV spot, created by Publicis Kaplan Thaler, Wendy’s Red character is shown regretfully walking around thinking about the Wendy’s pretzel bun to a performance of Mr. Big’s “To Be With You,” a popular song from 1991.Boyz II Men will make an appearance in Times Square July 9, where they’ll sing some pretzel love songs.To appeal Hispanic audiences Wendy’s will be using singer Jon Secada , who will appear in a national Hispanic TV spot and a digital “love song” video. WPP’s Bravo was in charge of the Hispanic work.

  • Burger King

images (1)Burger King is launching a short film on YouTube in support of the Lesbian, Gay, Bi-Sexual and Transgender community. The film shows clients of a Burger King along the San Francisco Pride Parade route who were surprised to open a Whopper wrapped in rainbow-colored paper with the message “we are all the same inside.” Burger King has also recently changed its slogan from “Have It Your Way” to “Be Your Way”, which according to senior VP of global branding, Fernando Machado, is meant to send the message that “as a brand, we welcome everyone.”

  • Doritos

dorito-tweetDoritos is rolling out the new “Cheesy Doritos” nationwide at 7-Eleven stores in the form of “Doritos Loaded” hot snacks. In social media, they’ve already been labeled “inside-out nachos.” These snacks are aimed at Millennials in search of low-budget, high-flavor eats. For 7-Eleven, it’s a way to attract younger consumers .With a secret seasonings, the new line contributes to building PepsiCo’s growing Doritos empire. The snack is stuffed with three kinds of cheese: American, cheddar and Romano.

  • Merkle

merkleAgency Merkle has bought privately-held RKG, a search and digital marketing agency based in Charlottesville, Va. This is Merkle’s second digital agency acquisition this year, following the acquisition of Chicago-based creative communications agency New Control.Terms of the deal were not disclose. Merkle plans to maintain RKG’s staff of 220 and bring the executive team onto its management team.However, it employed over 2,000 people before the acquisition. RKG works with clients like Express, Urban Outfitters and Drugstore.com, among others.

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

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