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 Isabel Ojeda at isabel@portada-online.com.

For prior Sales Leads LatAm editions, click here. 

  • Qatar Airways & Iberia

Qatar Airways and Iberia announced the expansion of their codeshare partnership, offering Iberia customers increased connectivity to destinations across the Middle East and Asia, as well as providing enhanced accessibility for Qatar Airways passengers to key destinations across Latin America, including Brazil, Colombia, Uruguay and Panama.Further strengthening the airline’s codeshare partnership and enhancing both carriers’ oneworld relationship, the new codeshare destinations can already be booked. The Qatar Airways’ code (QR) ill be applied to routes operated by Iberia from Madrid to Panama City, Panama; Rio de Janeiro, Brazil; Bogota Medellin (MDE), Colombia; Montevideo, Uruguay; and Santo Domingo; Dominican Republic. Qatar Airways currently offers double daily flights from Doha direct to Madrid. From July, this will increase to 17 times weekly.The enhanced partnership will also benefit members of both airlines’ frequent flyer programmes – Qatar Airways Privilege Club and Iberia Plus – as well as provide passengers with increased accessibility to Qatar Airways’ award-winning hub, Hamad International Airport (HIA), and Iberia’s hub at Madrid Airport Terminal 4.

  • Boulevard Hotéis

Online bookings are on the up for a hotel group located in one of Brazil’s largest cities, only months after launching new hotel websites powered by the global hotel industry’s leading cloud platform, SiteMinder. Boulevard Hotéis, which caters for both leisure and corporate travelers in Belo Horizonte, Brazil, reports online bookings have grown 38 percent and the group is showcasing the best it has to offer for the first time. Boulevard Hotéis has three properties – Boulevard Park, Boulevard Plaza and Boulevard Express – which employ SiteMinder’s integrated direct booking solutions to attract and convert guests on each of their hotel websites. Boulevard Hotéis offers more than 200 rooms and 14 event spaces which are enjoying greater visibility online, thanks to the search engine optimization (SEO) capability built into SiteMinder’s hotel website creator. The group is one of several deals won by SiteMinder in Latin America, where its smart and simple solutions are supporting hotel businesses across the region to compete for guests internationally.

  • Air China

On 5 April, 2018 Air China will launch a new route from Beijing to Panama City via Houston. The new route is expected to greatly facilitate exchanges between both countries as well as neighbouring regions, while providing passengers with a greater range of options.In June 2017, China and Panama signed the Joint Communique on the Establishment of Diplomatic Relations Between the People’s Republic of China and the Republic of Panama. This formal establishment of diplomatic relations carries forth a relationship that dates back more than 160 years into a new era. China is Panama’s second largest trading partner and the second largest user of the Panama Canal, while Panama is China’s largest trading partner in Central America. In 2017, bilateral trade amounted to nearly US $6.7 billion, while two-way passenger traffic totalled nearly 40,000, growing at an annual rate of almost 30%.Air China currently operates over 200 weekly flights to 12 destinations in the Americas, including New York (Newark Airport and JFK Airport), Washington, D.C., Los Angeles, San Francisco, San Jose, Hawaii, Vancouver, Montreal, Havana and Sao Paulo. Moreover, its modern, airy cabins and outstanding service ensure that passengers can travel in supreme comfort.

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


  • Cinemark

Agency Richards Lerma, led by Pete Lerma and Aldo Quevedo, has won the Cinemark account to manage the entire social network for Latin America. The agency will work on the strategy and consumer awareness in this region. In addition, the agency will work on digital content and social networks in collaboration with the team in each country.



  • Inchcape PLC

Inchcape PLC is expanding further in Latin America with the acquisition of Grupo Rudelman, a Suzuki-focused automotive distribution business in Central America for a total consideration of US$284mln (£201mln), on a cash-free and debt-free basis.In a statement, the FTSE 250-listed global car dealer said the cash consideration represents approximately 9.6x the target group’s EBIT of US$29.4mln for the 12 months to 31 December 2017.It said Grupo Rudelman, a family-run business, has grown into one of the leading and most successful automotive distributors in Central America having built and maintained strong market positions and scale as the distributor and exclusive retailer for Suzuki in both Costa Rica and Panama.



We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
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Download the Database: Download the full Database in Excel Format.
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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.

Snap2Live – Common People – Mexico

snap2liveSnap2Live announced its partnership with Mexico’s concept store, Common People. Snap2Live’s  ‘Style with Purpose’ brand message will be launched in Mexico City. The collaboration benefits Snap2Live’s efforts to raise awareness on its Road Crashes.

Bombardier Q400 NextGen Airliner – Latin America

avionBombardier Aerospace announced that its technologically advanced Q400 NextGen regional airliner departs this weekend on a three-week, multi-country demonstration tour of the Latin American region, including planned stops in Peru, Chile, Uruguay, Brazil, Panama and Mexico. The tour will also include stops in the Caribbean – the Cayman Islands and the Bahamas. The airline is advertising its tour in social networks. The updates will be available on https://www.facebook.com/BombardierAero and on Twitter by following #Q400DemoTour.

The Q400 NextGen aircraft commences the Latin American leg of the tour with a static display at the 2014 FIDAE (Feria Internacional del Aire y del Espacio) Air Show in Santiago, Chile from March 25 to 28. FIDAE is the largest air show in the Latin American region.

TBWA Worldwide – Mood – Brazil

Omnicom Group -

TBWA Worldwide announced the acquisition of an advertising agency in Brazil, Mood. TBWA, an Omnicom Group Inc. advertising network agency, will take a majority share in Mood, headed by Augusto Cruz Neto.

With the conclusion of the deal, Cruz will retain a significant minority share in the company and will continue in the role of president for Mood. The agency will keep its original name, clients and team. “I was courted by many international groups, but I chose a partnership with Omnicom and TBWA because it is a group which respects entrepreneurship and creativity, and also because of my relationship with Luiz Lara, who has always respected our total independence to work,” Augusto Cruz Neto said.

Cinemark – Argentina

Cinemark -Cineamark has chosen Mindshare Argentina as its new media agency. Mindshare and Cinemark will focus on digital media.



Netshoes – Argentina

Netshoes - Interbrand -Netshoes has launched a re branding in charge of Interbrand in Argentina.



Sony Open Tenis – Miami

Mastercard -

Sony Open Tenis is launching several communications actions in the city for the tournament. Under the campaign #PricelessSurprises, the brand is also interacting in social networks like Facebook, Twitter and YouTube.


Cinemark Holdings, Inc., one of the largest motion picture exhibitors in the world, today announced that they have entered into a stock purchase agreement pursuant to which Cinemark will sell all of the issued and outstanding shares of capital stock of Cinemark de Mexico S.A. de C.V. and its subsidiaries to Grupo Cinemex, S.A. de C.V. and Cadena Mexicana de Exhibicion, S.A. de C.V. (Cinemex).

Cinemark’s Mexican subsidiary operates 290 screens at 31 movie theaters.

The deal, which requires approval from antitrust regulators, would leave Mexico with just two major players in the exhibition market: Cinemex and market leader Cinepolis.

Cinemark said its Mexico theaters pulled in about $74 million in revenue last year.

Cinemark will continue operations elsewhere in Latin America. “This transaction allows us to provide greater focus on the growth of our remaining Latin American operations located throughout Central and South America,” Cinemark CEO Tim Warner said.

GM Entretenimiento de Mexico, owned by Mexican mining magnate German Larrea, acquired Cinemex from AMC Entertainment in 2008 for an estimated $315 million. Then it merged its theater chain MM Cinemas with Cinemex and kept the Cinemex name. Last year, Cinemex purchased art-house circuit Cinemas Lumiere.

Indie theaters and family-run chains have a mere 3 percent of the overall market share in Mexico.

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.

NOTE: Portada has currently a 25% Discount  Offer to acquire the Interactive Database of Corporate Marketers targeting Hispanics. Register here and use the following Discount Coupon  NEW-YEAR-25 link. (expires on January 31!)

    • Honda

In December Honda decided to put its media and creative accounts under review. A decision is expected by the end of the first quarter Honda told AdAge. Honda noted that it does not include multicultural assignments, which are handled by Muse Communications and Orci.


    • California Department of Health
California Department of Health
An Ad from a previous Campaign

California Department of Public Health director and state health officer Dr. Ron Chapman has unveiled new ethnic-market advertisements that will continue to educate Californians on the harmful effects of tobacco use. The advertisements, which include radio and print ads for the African American market, will start airing in early January and can be viewed at TobaccoFreeCA.com. In California, Black and Hispanic men smoke at higher rates (18.9 percent and 15.5 percent, respectively) than white men (14.3 percent). Among women, Blacks continue to have the highest prevalence (15.2 percent), followed by whites (11.2 percent).


  • National Milk Mustache – Got Milk Campaign

The National Milk Mustache ‘got milk?’® Campaign print ads for the past 17 years.  The 30-second spot stars Dwayne “The Rock” Johnson, who has managed to successfully balance his tremendous professional career with his family life, which continues to be his main priority. Johnson’s success as an actor, producer, athlete and author has gained him worldwide recognition both in and out of the spotlight. The ad is directed by Peter Berg , actor, director, writer and producer best known for his on-screen role in “Chicago Hope” and who just wrapped production on the film adaptation of “Lone Survivor.”  Created by Deutsch, A Lowe and Partners Company, the ad will air in the second quarter of the game and bring to life how including milk’s protein and essential nutrients at breakfast helps fuel active, successful days. As the campaign continues to evolve, the team begins production on its first Super Bowl TV commercial to appear in the biggest football game of the year. The new morning meal-focused commercial is part of a larger, integrated effort to reinforce milk as the breakfast beverage of choice and spotlight its nutrient contributions as part of a daily breakfast routine.  The effort includes in-store retail and consumer promotions along with extensive digital advertising and social media activity.


    • Tecate

Tecate and Tecate Light, cervezas con carácter, announce the launch of their annual national retail program focused on helping U.S. Hispanics 21 and older celebrate their passion for football from the moment they buy the essentials needed for a viewing party at home or a tailgate. The brand equity will place bilingual thematic POS materials with the slogan “A Man Knows How to Choose His Team” (a reference to Tecate and Tecate Light), cross-merchandise and consumer promotions at off-premise locations across the country between Jan. 1 and Feb. 15, 2013. “Tecate and Tecate Light offer the increasing number of Hispanic men watching football a beer choice that celebrates their boldness and carácter, while providing them with exclusive offers designed to enhance their viewing parties or tailgating celebrations,” said Felix Palau, vice president of marketing for the Tecate equity. “Our thematic retail program falls in line with our successful sports marketing platform as well as our commitment to provide retailers with the relevant programs and tools they need to make adults feel closer to their favorite sports.” As part of the 2013 program, Tecate will offer consumers a text-in sweepstakes where shoppers 21 and older can enter daily from Jan. 1 – Feb. 15, 2013 for the opportunity to win branded tailgating solutions. The Tecate equity’s 2013 football-themed retail program was developed by Dieste.


    • Cinemark

Cinemark Holdings, Inc. announced plans to launch two new 6-screen movie theatres in El Paso and Edinburg, Texas. The Cinemark Movie Bistro – Sunland Park will be part of Simon Property’s Sunland Park Mall development located at 750 Sunland Park Dr., El Paso, TX. The Cinemark Movie Bistro – Edinburg will be part of B-Y Property’s Trenton Crossroads Plaza development located on the northwest corner of Trenton Road and Rhonda Street in Edinburg, TX. Both projects are scheduled to open in the summer of 2013. The two theatres will introduce patrons to Cinemark’s first-run cinema eatery concept, branded Cinemark Movie Bistro.


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