What: We tell you how the grocery delivery startup Cornershop came about, and how it plans to grow its team.
Why It Matters: With less than a year in operations, this startup confirmed that it raised US$ 6.7 million to maintain its accelerated growth in Mexico and Chile.

Chilean Daniel Undurraga moved to San Francisco almost five years ago. He soon realized that daily life in the city had greatly benefited from the wide variety of on-demand services that exist, so that you don’t have to leave home to buy groceries or pick up food from a restaurant. “I started buying services that bring you, for example, a box with food that comes directly from an organic farm every Monday, with fruits and vegetables in season,” says Undurraga.

Little by little, the entrepreneur noticed how his daily behavior had changed, and when he traveled to Latin America, he missed all of the services that he could obtain from home with the click of a mouse. “The epiphany moment came when I realized that Latin Americans would surely enjoy these services, and that on top of that, nobody else was doing it.”

Undurraga and his two partners, Oskar Hjertonsson and Juan Pablo Cuevas, already had experience as entrepreneurs thanks to the site ClanDescuento.com, which they sold to Groupon just six months after launching.  It was the perfect moment to start a new project. With a US$ 2.5 million investment obtained through private capital, in July 2015 they launched Cornershop, an on-demand grocery delivery service in Mexico and Chile.

Through a mobile application that is available on iOS and Android, clients can select products from their supermarkets and nearby stores and even program the delivery times. The objective is for the platform to offer other services such as home repair or delivery of medications from pharmacies (which is already available in Chile).

Screen Shot 2016-04-27 at 2.18.15 PM“Mexico was the most obvious place to start the business, since it is  the largest market in Latin America. It is a country that allows you to scale very easily,” explains Undurraga. What’s more, Undurraga and his partners worked for Groupon Mexico, so they know the market well and have a large network that helped them start the business. “We chose Chile because I’m Chilean, and we have our engineering team based there,” he adds.

Cornershop has established alliances with various supermarkets (like Chedraui) through which the store pays a commission to include its products on the app. This allows them to charge only 69 additional pesos for the home delivery service.

With the stores that have not signed up for the business exchange, Cornershop establishes an increased price for the items, plus an extra charge for the delivery service. “We aspire to charge the same prices as the stores do in all cases, and to partner with all of them,” admits Undurraga.

Plans for Growth

Cornership is currently made up of a few hundred shoppers that operate in four cities: three in Mexico (Mexico City, Guadalajara and Monterrey), and one in Chile (Santiago). The operations team is made of more than 50 people. “While an organization grows, the more complicated it is to operate it,” says Undurraga.

Among its numbers, Cornership highlights that 80% of orders are done on cell phones, and that 70% of users return to the application, acquiring products from more than just one store.

The biggest challenge for Cornershop’s business model, admits Undarraga, is that to duplicate sales, they have to duplicate their human capital. They can only satisfy clients’ needs through more shoppers (people that go to the stores and make the purchases for you).  On April 15, the company announced their fundraising round, through which they raised US$ 6.7 million. The round was led by Jackson Square Ventures and ALLVP, with the participation of Creandum, Accel, Endeavor Catalyst and other investors.

“We are going to use the capital to maintain the leadership position that we currently have in the market. The idea is basically to accelerate growth and improve the quality of what we do,” says Undurraga.


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!

 ::: 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.

What: Global programmatic media company Digilant is opening new offices in  Santiago de Chile and Lima, and is growing presence in Mexico with a new office in Monterrey.The company has made new appointments in Chile, Colombia and Peru: Eduardo Arevalo, Mary Gonzalez, and Alexis Reategui as country managers, respectively.
Why it matters: Ad-Tech and Programmatic Players are increasing their presence in Latin America by expanding into South American countries.

DeLLIHby_400x400Digilant, a global programmatic media company that partners with agencies and brands to provide customized and strategic digital advertising solutions, has announced its expansion into Chile and Peru, opening offices in Santiago de Chile and Lima, and its growing presence in Mexico with a new office in Monterrey.

The expansions come as a result of the increase in Digilant’s global brand clients across South America and with offices currently in Brazil, Colombia and Mexico, the move strengthens Digilant’s position in the fast-growing Latin American markets.

Overseeing operations and strategic growth in Chile, Colombia, and Peru, Digilant has appointed Eduardo Arevalo, Mary Gonzalez, and Alexis Reategui as country managers, respectively.

HeadShot-Eduardo-Arevalo-360x410Joining from Headway Digital, Mr. Arevalo brings nearly a decade of experience in digital advertising on both the agency and publisher sides of the industry. Having previously worked with brands such as Movistar and Unilever, Digilant clients will benefit from his extensive experience in developing results-driven communications strategies and his expertise in programmatic advertising, mobile marketing, and video advertising.

Foto_-Mary-Gonzalez_Colombia-300x300With more than a decade of experience in the digital industry, Ms. Gonzalez previously managed Pautefacil.com, the contextual advertising network in Colombia that consists of four major corporations: El Tiempo Casa Editorial, Caracol TV, Publicaciones Semana and Periodicos Asociados. Prior to that, Mary worked as a Google SMB Premier Partner and implemented various programmatic buying platforms across Colombia. She is currently pursuing a Specialization in Digital Marketing and Ecommerce at the ADEN International Business School and is a SMI Social Media Professional Expert.

Headshot-Alexis-Reategui-300x300Mr. Reategui, a fifteen year veteran of the digital advertising industry, joins Digilant from Hibu, where he served as head of digital, and prior to that as the Latin America portal manager. With deep roots and leadership in the region, Mr. Reategui previously served as President of the Interactive Advertising Bureau, Peru and currently leads the organization’s education committee in its efforts to educate local agencies, publishers and brands on the latest digital advertising trends, challenges and standards.

“Digilant has seen tremendous growth in 2015 as we remain profitable and continue to build on our extensive partnerships with leading brands and agencies around the world,” said Mauricio Vazquez, Managing Director and Regional Manager of Latin America. “This growth has been fueled by product innovation, including proprietary enhanced targeting and data science capabilities with the launch of Page Index and Consumer Persona, and by bringing in incredible talent across the Americas and Europe, enabling our clients to drive outsized ROI and to achieve overall business goals.”

“As brands increasingly recognize the need to leverage technology and data to identify, reach, and convert prospects, we have seen demand for our unique programmatic media and data science solutions skyrocket,” said Don Epperson executive chairman of Digilant and CEO of ispDigital. “With their years of industry experience and in depth market knowledge, Eduardo, Mary, and Alexis are ideal candidates to grow our business and support our clients within their critical markets.”

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.

images-250x185The Social Networking Market in Latin America has been experiencing a phenomenal growth, reaching a total aggregate of 85,934 million minutes per month on such sites. Of this result, Brazil reaches the top position as the Latin American country with the highest number of minutes spent on social networks (49.682 million  minutes and 55.24 million page views), according to a study carried out by comScore.

Brazil: The country with highest number of minutes on social networks in LatAm

In Latin America, the total number of minutes on social networking sites reaches 85.934 million  with 96.704 million page views. Out of this total, Brazil is significantly ahead of other Latin American countries (Argentina, Mexico, Colombia, Peru and Chile), reaching a total of 49,682 million minutes and 55,240 million  page views on social networking sites.


Facebook still leads in LatAm – Taringa in Argentina

• Facebook: has a total of 145.009 million unique visitors across the region, out of which 66.983  million belong to Brazil.
• Share this: has 92.674 million  unique visitors and Brazil accounts for one third of the total (38.236 million).
• LinkedIn: with a total of 37.538 million unique visitors in the region of which 13.087  million are in Brazil.
• Taringa: reaches 29.335 13.087  million unique visitors across the region, but unlike the other sites, is in Argentina where it has the highest number of visitors with 8.775  million.
• Twitter: has 29.153 million unique visitors in Latin America, out of which 11.491 million belong to Brazil.
• Google +: is Brazil’s third social networking  site ranked by unique visitors (13.562 million)
• SlideShare: surprisingly, has the most unique visitors in Colombia (3.128 million).

Total time spend on Social Networking 

In Latin America, Facebook leads the total time spent on social networks with a 95.5% percentage of overal time. The gap is huge comparing to  other social networks, which achieved much lower percentages:

    • Twitter 1,4%
    • Ask.fm 0,9%
    • Badoo 0,6%
    • Tumblr 0,4%
    • LinkedIn 0,4%
    • Vostu 0,4%
    • Taringa 0,3%


Mobile leads in the U.S.

Most social networks in the US market see more engagement via mobile, with respect on other platforms like desktop. Snapchat, Instagram and Vine are the social networks with  highest percentage of engagement on mobile (100%, 98% and 98% respectively).

Millennials lead in the U.S.

Results show that  millennials, the generation from 18 to 34 of age born between 1980 and 1996, dominate the major social networks’ penetration rates in US . The three most used social networks  by this generation regarding penetration rates are:

    • Facebook: 91%
    • Instagram: 46%
    • Twitter: 39%


Source: CosmCore

redes.socialesThroughout this  year, there have been significant developments in the digital landscape, including Social Networks. Both mobility and connectivity have shown higher growth rates, especially in Latin America, where internet users spend at least 8, 67 hours per month, according to a research carried out by comScore Inc., making it the region with greatest engagement in social networks. Below, some highlights from the report:

Engagement of Social networks per region

During the month of April 2014, Latin America has proved to be the region with highest engament on social networks with a total average of 8.67 hours per visitor per month. Europe ranks second with a total of 8.07 hours per visitor monthly while North America, with a considerable difference of almost two hours vs. LatAm, ranks third with 6.08 hours per visitor per month.


Social networks’ engagement per region/Average hours per visitor per month/ Latin America: 8.67 , Europe: 8.07 , North America:6.08 , Middle East and Africa: 5.39 , Asia: 2.47

In Latin America, women are more social

Globally, women have proven to be more “social” than men when it comes to the amount of hours spend each month on social networks, according to Comscore. The female audience spends at least 5.88 hours per month on social networks, while male audience devotes a total of 4.75, according to April 2014 figures.

  • In Latin America, women spend at least 9.08 hours per month on social networking and men a total 8.27 hours.
  • In Europe, there’s a broader gap. Women reach a total of 8.99 hours a month while men spend only 7.14 hours per month.
  • North American women spend about 6.82 hours per month per visitor and men 5.28 hours.


Average hours per visitor / Women and Men / Latin America: women 9.08 and men 8.27, Europe: women 8.99 and men 7.14, North America: women 6.82 and men 5.28, Global: Women 5.88 and men 4.75, Asia: women 2.62 and men 2.34.

Minutes on average per visit on Social Media sites

In Latin America, audiences spend on average more minutes per visit on social networking sites than the average in other regions. So far this year, the results suggest there is a 6 minutes difference between April 2014 and April 2013, reaching a total of 17 minutes per month per visit on social networks in LatAm in 2017.


Minutes on average per visit on Social Media sites:LatAm,Middle East and Africa, Europe, Gloabl, North America, Asia

LatAm: young people show greater engagement and affinity to Social Networks

In Latin America, people between 15-24 years old show greater engagement and affinity to social networks with 120.6 and 101.8 percentages respectively. People between 25-34 years old rank second with 92.5 percentage engagement and 99.4 percentage affinity. Unexpectedly, the group of people between 45 and 55 years of age show a higher level of affinity over the latter with a total of 99.5.


Affinity rate: 15-24:101.8 , 25-34: 99.4, 35-44: 99.0, 45-54: 99.5, more than 55: 98.0 ; Engagement rate: 15-24: 120.6, 25-34: 92.5, 35-44: 88.7, 45-54: 89.4, more than 55: 84.4

How do Latin American audiences spend their time on PC / Laptops?

The results indicate that Social Media is the category that is longer time on PCs / Laptops with a total of 86.636 minutes monthly. The Social Media Category is  followed by Corporate Presence with a total of 54.688 minutes and the  Services category with 39,112.


Total minutes per month: Social Media: 86.636 , Corporate Presence: 54.688 , Services: 39.112, Portals: 30.502, Entertainment: 27.951

Source: CosmCore

What: IPG Mediabrands will launch Rally, a social media agency,  in Latin America.  
Why it matters: With its own software and processesRally will bring solutions for social media across all platforms and technology to the region. It will roll out in Argentina, Chile, Colombia and Uruguay.

rallyIPG Mediabrands has announced the launch of Rally in Latin America, a social media agency.

Rally, the social media arm of Mediabrands Audience Platform (MAP) , was first established in Asia in 2011. But now it’s being rolled out in Latin American countries including Argentina, Chile, Colombia and Uruguay.

Rally will bring to the Latam advertising market a broad offering of solutions for social media across all platforms and technology, built with its own proprietary software and processes,  including mobile solution capabilities.

This includes content, design, campaign planning, and customer relations. In addition, its’ scope extends to analytics and insights for daily monitoring, strategic campaigns as well as world-class crisis management solutions.

Rally will be led by Lucia Parodi in Argentina, Alvaro Morales in Colombia, Natalia Neves in Uruguay and Walter Yenes in Chile; all planning specialists.

Pablo Rodriguez, President, World Markets, Latam at IPG Mediabrands said, “Rally’s unique selling point that sets it apart from its competitors is its focus on social media proprietary tools and its affiliation to a global agency network like Mediabrands.”

“Rally is the only social media agency that combines big data, technology, and content with an RTB solution. We fuse the social strength of Rally with the programmatic buying expertise of Cadreon to generate unsurpassed efficiencies and maximize investments for our clients,” said Marina Mendez, Regional Director, MAP, Latin America.

It currently has operations in nine countries across South East Asia, five offices in Northern Europe headquartered in Denmark, and five offices in Southern Europe headquartered in Portugal and Turkey. With more than 300 dedicated social media professionals, Rally manages over 50 blue-chip clients globally in more than 20 different languages.

What: Chile’s final DTT law will likely accept foreign participation.
Why is it important: Foreign investments in Chilean DTT will improve the quality and diversity of digital TV, by means of enhancing competition.

Recently, Chile has been trying to speed up its DTT law, one of the most delayed in the region, the draft of which is expected to be finished within a two-week period. According to Rapid TV News site, after an intense debate, the document is finally proposing a limit of one DTT licence per financial group and cancelling the so-called reciprocity principle, which initially controlled foreign participation in Chile’s TV market.

This means that, if the draft doesn’t undergo any further changes, the DTT business in Chile will be completely open to foreign telecommunications companies.

Regarding licence-sharing, Jorge Atton, Telecom vice secretary, said that “only one frequency will be available per financial group, except TVN [the public channel], which can have a second one in order to broadcast its regional signals.”

Get our e-letters packed with news and intelligence!