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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.

For prior Sales Leads LatAm editions, click here. 

  • Coca-Cola

Following a pan-regional pitch, Coca-Cola has selected Starcom, a Publicis Media agency, to continue to  manage their business in Colombia, Ecuador and Venezuela while expanding  the relationship in nine additional markets including Costa Rica, Panama,  Guatemala and Dominican Republic. As part of this new partnership, Starcom will continue to ensure excellence in media planning and buying  while transforming and accelerating Coca-Cola’s business growth  regionally.  Starcom will service the business through a data-driven model as well as  other customized tools for the brand and market. There will be a regional  hub in Colombia dedicated to centralizing all planning, integration and  digital transformation. In addition, each local market will have a team that  specializes in data, analytics and digital transformation. This expansion will continue to strengthen a global relationship that has existed for almost 25 years.

 

  • Wyndham

The Wyndham hotel chain is planning to open eight new properties in Mexico next year including one under its most luxurious brand. Alejandro Moreno, the company’s general manager for Latin America and the Caribbean, said Wyndham is expanding in Mexico because the country is a rising power in tourism and the sector is expected to continue to grow in the coming years.With the eight new properties, the number of Wyndham hotels in Mexico will increase from 52 to 60.The most-hyped upcoming opening is that of a Wyndham Grand Hotel in Mexico City.The Mexico City Wyndham Grand will become the company’s 11th brand with a presence in the country.

 

 

  • PepsiCo Latin America

As consumers in Latin America increasingly demand more nutritious food options, PepsiCo has continued to expand its portfolio to meet the evolving preferences of consumers towards more nutritious options.To satisfy these changing consumer preferences, PepsiCo has embarked on an ambitious expansion of its Latin American portfolio of more nutritious foods and beverages through brands like Tropicana, Naked, Kero Coco and Quaker, with the aim of reducing the amount of artificial ingredients and other additives, such as sugars, saturated fats, sodium and calories, in its products.To help meet these goals, PepsiCo has invested in research and development (R&D) centers in key countries in the region.These hubs are responsible not only for driving innovation for the company in Latin America, but also contributing to research and development projects that accelerate innovation for PepsiCo in other parts of the world.PepsiCo Latin America has also invested in its “Nutrition for the Future” platform, a hub of programs focused on increasing access to nutritious food and beverages, education for healthy lifestyles and balanced nutrition, and support for agro-economic self-sufficiency.PepsiCo has already reached 20,000 people in Argentina, Colombia, Chile, the Dominican Republic, Guatemala, Mexico, Uruguay, and Venezuela, with these programs, and expects to reach another 10,000 by 2020.

 

2019 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.

 

  • Azul/ Copa Airlines

Azul Brazilian Airlines and Copa Airlines have announced a broad cooperation agreement that will connect the two largest route networks in Latin and South America. As part of this agreement, customers can conveniently connect to Azul’s unrivaled domestic network when flying Copa into and out of Brazil. This agreement means that Copa customers can now potentially access all of Azul’s 101 domestic destinations in Brazil, including 52 destinations not served by any other airline. In the near future, Azul will also place its code on Copa flights into and out of its Panama city hub, allowing Azul’s domestic customers to take advantage of the broadest network in Latin America.

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • FOX SportsAccording to Nielsen, Saturday’s 2018 FIFA World Cup Quarterfinal matches delivered FOX with an average of 5,664,000 viewers, making this the most-watched day of Quarterfinal action since at least 1990. The Croatia/Russia encounter averaged 6,317,000 viewers on the channel, while England’s win over Sweden got 4,763,000 viewers. Twitter had its best day ever across FOX Sports accounts, with 13.7 million views.

 

  • Facebook has become the exclusive broadcaster of the Premier League matches in four Asian countries. The deal starts with the 2019-20 season and runs through 2022. Facebook will livestream all 380 fixtures in Thailand, Vietnam, Cambodia and Laos.

 

  • On May, Toyota formed a partnership with Club America on their Tour Águila – their series of friendly matches that take place in the United States. Now, during the kick-off match in Dallas, Texas on June 30th, the Toyota Tundra pulled in with an actual section of the iconic Estadio Azteca and shared the excitement and thrill with fans who got a chance to sit in them. The branded seats have since traveled to the next few games including San Jose and Fresno, California.  “Soccer is a unified passion point among Hispanics and deeply rooted in their cultural heritage.  Beyond reach, their engagement with the sport is enormous,” said Veronica Elizondo, VP and Group creative director at Toyota.

 

  • The US Soccer Federation will host North America’s first-ever soccer-specific hackathon in Chicago on July 14-15. Attendees will have exclusive access to data used by federations and professional clubs, develop solutions for soccer industry problems, and share ideas to push the sport forward from commercial and soccer standpoints.

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  • Nashville SCPinnacle Financial Partners Inc. has signed a partnership as a corporate sponsor of Nashville SC. This is Pinnacle’s third sports-focused partnership, after sponsoring the Tennessee Titans and Memphis Grizzlies.

 

  • The Croatian soccer federation has been fined by the FIFA with over $70,000 for violating media and marketing rules at the 2018 World Cup in Russia. Members of the Croatian national team were seen drinking “non-authorized beverage products,” this means drinks with no sponsorship deal for the World Cup. Coca-Cola is FIFA’s main sponsor, together they have set strict marketing regulations about what brand of beverages players are allowed to be seen with during matches.

 

  • CoinDeal, a Cyprus-based cryptocurrency exchange, has become a sponsor of the UK Wolverhampton Wanderers soccer club, which will feature its logo on all training kits. CoinDeal’s logo will appear on the team’s shirt sleeves.

 

  • Telemundo Deportes added new audio offerings for Amazon Alexa and Google to enhance the final stages of the 2018 FIFA World Cup Russia. Customers can ask Alexa to hear Telemundo Deportes’ daily two-minute brief in Spanish recapping the action of the day, results of matches, the most interesting stories coming out of the games, and more, directly from Russia.

 

A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • USLThe United Soccer League (USL) announced a partnership with WSC Sports, the leader in AI-powered sports video content, to automate and simplify USL’s video creation capabilities. USL will be able to create automated video highlights for more than 500 games of the regular season and playoff games. This places the USL on the same level as other WSC Sports clients that include the National Basketball Association, FIBA, Turner Sports and Cricket Australia.
  • Canadian Premier League has granted a conditional club for Vancouver Island. The club will begin to play in 2019, upon the completion of a lease agreement at Westhills Stadium in Langford.
  • Univision Deportes has made deals with Heineken, KFC, Nissan, and Walmart as sponsors for its World Cup coverage content, which will include reporting and analysis of the month-long tournament.
  • Adidas will be outfitting 12 teams in the upcoming World Cup, over Nike’s 10 gear sponsorships, according to REUTERS. While team deals are important for sales of football jerseys, “more critical for sales of boots is the sponsorship of top players.” According to REUTERS data, Nike expects 60% of all players heading to Russia to wear its boots.

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  • Twitter released a blog post sharing new data on which of the World Cup’s teams are the most mentioned around the globe over the past month. These are the top five: 1. Argentina. 2. Japan. 3. France. 4. England. 5. Spain.
  • CONMEBOL.comMP & Silva has made a formal offer to hold the media rights for CONMEBOL’s Copa America 2019 edition until June 13. The sales tender process will be open to broadcasters, digital platforms and media companies that operate in the United States territory and internationally and divided into two packages: the right to exploit the media rights in the United States in the Spanish language; and the right to exploit the media rights in the United States in the English language.
  • FOX Sports has made a deal with adidas as the presenting sponsor of the full company streaming effort across all digital platforms for the 2018 FIFA World Cup Russia. Coca-Cola is sponsoring the short-form 90 in 90 match highlights, one of the top-performing FOX Sports digital offerings, as well as joining adidas as a co-sponsor of Team Channels.
  • FanDuel is launching World Soccer Pick’em, presented by GameCredits. This marks the company’s first fully integrated fantasy US product for a global sporting event. Soccer fans will have access to a wide range of fantasy contests for the World Cup. FanDuel’s World Soccer Pick’em is available starting today, June 7th on FanDuel.com and on the FanDuel app.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Jorge Hidalgo has joined Hemisphere Media Group as SVP of Operations.  Hidalgo will be responsible for Hemisphere’s technical operations with a focus on its Latin American businesses.

 

 

 

 

 

Beatriz Torres has been appointed as the new marketing director of Dior Iberia, reported AdLatina. Beatriz previously worked at Sephora for more than seven years, where she was in charge of the marketing and communications departments.

 

 

 

 

 

Dominican company Scotia Crecer AFP has hired Marcela Giraldo as the new general manager. Giraldo comes from the Bogota-based company Colfondos SA where she served as VP of Marketing.

 

 

 

 

 

Francisco Balbuena has been named revenue growth management & analytics director of LCBU (Latin Center Business Division) of Coca-Cola, reported AdLatina. He had previously worked at Cerveceria Nacional Dominicana and Phillip Morris International.

 

 

 

 

 

Red Hat has just appointed Mercedes Calvo as their new marketing regional manager  and will be in charge of the Regional Demand Center for Latin America. Also, Andres Indaverea has been named public relations and social media regional manager.

 

 

 

 

 

 

What: Former Red Sox Star David Ortiz maintains a large presence in Boston, home of his greatest achievements on and off the field.
Why it matters: The Santo Domingo native remains one of most significant stars in Boston as well as a prized partner for brands in and out of the sports world.

There may be no better —or more unlikely— example of a city connecting with a superstar athlete in the 21st century as that of Boston and David Ortiz (@davidortiz). The Dominican Republic native slugged his way to what most feel was a Hall of Fame career on field, swatting 541 home runs, driving in 1768 runs and thrilling fans with post-season heroics, in particular against the Red Sox’s fiercest rivals: the New York Yankees.

But Ortiz, a.k.a. “Big Papi,” is beloved in Beantown for more than his tremendous accomplishments at Fenway Park. His ebullient personality, as larger-than-life as his dramatic hitting, made him a big hit in a town not known for connecting with Latin American stars or sports heroes of color.

Ortiz’s retirement tour in 2016 didn’t mean the end of his viability as a spokesman.

A virtual castoff by the Minnesota Twins, who after Ortiz’s breakout 2002 season elected to release him rather than pay what would have likely been a US $2 million-plus salary, the Red Sox signed the designated hitter, who rewarded his new employers with the first of 14 storybook seasons.

And in the wake of the 2013 Boston Marathon bombing, the anniversary of which is this Sunday, it was Ortiz who spoke for his team —indeed, for the whole city— and the “Boston Strong” movement. The Red Sox went on to win their third World Series in 10 years, further cementing Ortiz’s permanent place as one of Boston’s all-time favorite sons. JetBlue Airways (@JetBlue), with a strong Red Sox partnership that includes a team-logo plane, naming rights for its Spring Training “Fenway South” home in Fort Myers, Fla., and community initiatives in Boston, even going as far as dedicating Gate 34 at Logan Airport to Ortiz, in honor of his uniform number, last year.

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The Coca-Cola Company

Big brands followed during his career, with companies in the sports world like ’47 Brand (@47brandand Marucci Sports (@MarucciSports) joining mainstream names like L.L. Bean (@LLBean), John Hancock (@johnhancockusaand Turbo Tax (@turbotaxin parlaying Ortiz’s popularity and personality into sponsorship deals.

Ortiz’s retirement tour in 2016, which included various gifts from teams the Red Sox visited all year, didn’t mean the end of his viability as a spokesman. Ortiz still counts Coca-Cola, MasterCard, DXL Men’s Apparel (@DestinationXL) and Skechers among his endorsers, and JetBlue recently continued its Red Sox partnership and community outreach by enlisting #34 to surprise South End students with free Red Sox hats.

“They love it,” said Ortiz to media gathered to cover the visit to the Hurley School. “Every athlete in the city should do that once in a while and see the kids.”

Boston Mayor Marty Walsh concurred, as kids saved their biggest cheers not for the owner or team president, but for Big Papi, who Walsh understatedly introduced to the Hurley students as “one of the greatest Red Sox of all time.”

Ortiz has also shown that he “gets it,” wearing a “Girl Power” shirt while joining Olympic gold medalist Aly Raisman to start the Sox season last week. And his David Ortiz Children’s Fund, which provides pediatric care for kids in Boston and his native D.R., keeps his Boston connections strong.

Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!

Cover Image credit: Arturo Pardavila III

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

Eduardo Suñol has been named VP, Latin America at Perfect Sense Digital, has reported Media Moves. In his new role, Suñol is in charge of Perfect Sense’s expansion to Latin America, which includes business development and strengthening relationships with content producers.

 

 

 

 

Miguel Saucedo has been promoted to director of the Del Valle fruit and juice category at Coca-Cola Mexico. In his new role, he’ll be responsible for the business agenda of his category.

 

 

 

 

 

Danone Argentina has appointed Carolina Méndez Acosta as new brand marketing manager, reported AdLatina. She had previously worked in the automotive industry for over 13 years.

 

 

 

 

 

 

Mastercard has announced that on June 1, Carlo Enrico will take on the role of president of the Latin America and Caribbean region, replacing Gilberto Caldart, and will be based in Miami.

 

 

 

 

 

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 prior Sales Leads editions, click here. 

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

 

  • Mondelez

Mondelez International, one of the world’s largest advertisers, has named Spark Foundry as one of its’ new partners for MDLZ North America as part of a global media review effort, Adweek has reported. Publicis Groupe agency will handle media buying duties in North America, while VaynerMedia gets the digital and planning portions of the business. According to Kantar Media, Mondelez spent approximately US$210 million on measured media in the U.S. in 2016 and just under US$170 million last year. International consultancy R3 estimates the company spends between $1 billion and US$1.5 billion around the world annually.

 

 

  • Coke, Sprint, VW

Telemundo teams up with Coca-Cola®, Sprint and Volkswagen for the network’s exclusive Spanish-language coverage of the 2018 FIFA World Cup Russia™. Match halftimes and post-games will be presented exclusively by Sprint and Coca-Cola, respectively, and Volkswagen will present the network’s primetime show.As an official FIFA partner, Coca-Cola will be the presenting sponsor of the Telemundo Deportes Post-Game, “El Resumen del Partido,” for all 64 World Cup matches as well as the in-game match clocks. Powerade, also a part of The Coca-Cola Company family of brands, will have brand exposure during the tournament window with socially-led activations.Sprint will work with Telemundo Deportes as the official halftime sponsor of all 64 matches. Volkswagen will bring audiences the best action, highlights and commentary from the tournament as presenting sponsor of the network’s primetime show exclusively dedicated to the FIFA World Cup, airing nightly from 7-8 p.m. ET. Telemundo will offer some 1,500 hours of coverage and according to Adweek, with 100 days to go before the Cup competition begins, the network’s ad inventory is almost 75% sold with more than 20 total advertisers on board. U.S. men’s soccer team failed to make it into Cup competition. While that could hurt Fox’s English-language broadcast in the U.S., there are a number of teams from Spanish-language countries in the Cup that will appeal to Telemundo viewers.

 

 

  • Danone

Yogurt maker Danone has named WPP’s Wavemaker as its’ new media agency in North America, Adage has reported. Carat was the incumbente on Danone’s media business and Spark had WhiteWave’s media account. The assignment covers the Danone portfolio across the United States and Canada.

 

 

 

 

  • Marriott International 

Marriott International has appointed Publicis Groupe’s SapientRazorfish and Spark Foundry as its global media agency of record to oversee all media planning and purchasing. The collaboration with Publicis Groupe will take a performance-driven, customer-centric approach to the art and science of marketing through a dedicated Marriott One Media team working with Marriott’s internal media teams around the world. Pubicis Groupe will optimize international marketing campaigns, personalize and localize targeted media efforts across a diverse set of markets to showcase Marriott’s best-in-class commerce and first-to-market technology. Publicis Groupe will leverage pioneering technology and a forward-thinking approach to reach and connect with consumers at the right moment among established and emerging markets including North America, Europe, China, Africa and Latin America.Over the past year, Marriott has grown to 30 brands with 6,500 hotels located in 127 countries, and more than 110 million members of its loyalty programs – Marriott Rewards, which includes The Ritz-Carlton Rewards, and Starwood Preferred Guest (SPG).

 

 

  • Mazda Motor Corporation & Toyota Motor Corporation

Mazda Motor Corporation and Toyota Motor Corporation have established their new joint-venture company “Mazda Toyota Manufacturing, U.S.A., Inc.” (MTMUS) that will produce vehicles in Huntsville, Alabama starting in 2021.The new plant will have the capacity to produce 150,000 units of Mazda’s crossover model that will be newly introduced to the North American market and 150,000 units of the Toyota Corolla. The facility is expected to create up to 4,000 jobs. Toyota and Mazda are investing $1.6 billion towards this project with equal funding contributions. The new plant, which will be Toyota’s 11th manufacturing facility in the U.S.

 

  • Tempting Paradise by Sofia Vergara

Entrepreneur, actress and Beauty icon, Sofia Vergara, announces the launch of her new fragrance, Tempting Paradise by Sofia Vergara.The latest addition to Vergara’s scent portfolio evokes the lush sensuality of an island paradise, with delectable fruit and floral notes native to Vergara’s vibrant Colombian homeland.Tempting Paradise by Sofia Vergara launches at Perfumania, Perfumania.com and other retailers nationwide March 2018.

 

 

 

 

 

 

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision-makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Squarespace

Language shouldn’t be a barrier for chasing dreams — which is why Squarespace is now available in Spanish! customers can now use the all-in-one platform with custom templates, a fully translated backend editing experience, and seamlessly integrated e-commerce and analytics capabilities, all in Spanish. Additionally, Squarespace’s award-winning support is available 24/7 for our Spanish-speaking customers.

 

 

 

  • Kimberly-Clark

Consumer packaged goods giant Kimberly-Clark has launched a global creative review, Adweek first reported.  The review includes only creative. WPP’s Mindshare, part of its GroupM unit, handles media planning and buying and is not part of the review. Although K-C has increasingly taken programmatic operations in-house.

 

 

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

What: Coca-Cola, Sprint, Volkswagen, BuzzFeed and VICE are among the international partners for Telemundo Deportes’ coverage of FIFA World Cup 2018.
Why it matters: Power brands providing sponsorship and Spanish-language content across multimedia platforms, even without a U.S. team presence in Russia, demonstrates the desire to connect with this audience.

The countdown to FIFA World Cup (@FIFAWorldCupis on for fútbol fans across the globe, and nowhere is that fervor stronger than in Latin America. Argentina, Brazil, Colombia, Costa Rica, Mexico, Panama, Peru, and Uruguay will represent the region in various Groups in Russia beginning on June 14, and for many fans, Telemundo Deportes (@TelemundoSportswill be the preferred outlet to follow the world’s largest sporting event.

Telemundo has unveiled its top-level slate of partners, including worldwide sponsors like Coca-Cola (@CocaCola), Sprint (@sprintand Volkswagen (@Volkswagen), and content creators NBCU Digital Lab, BuzzFeed (@BuzzFeedand VICE (@VICESports).

On the content side, in which Telemundo plans more than 1,000 hours, VICE will create short features and stories geared toward the younger soccer audience.

“We are kicking off the 100-day countdown in a big way to celebrate this historic moment for Telemundo Deportes,” said Ray Warren, President of Telemundo Deportes, in a statement. “This will be the most consumed and most widely distributed digital event in Spanish-language television history. All of the initiatives announced today support our mission to bring our viewers the most authentic and complete coverage in the history of the tournament.”

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On the sponsorship side, Coca-Cola will present the post-game shows and will appear on the in-game clocks on Telemundo’s coverage. Sprint will serve as the halftime sponsor and will allow its customers access to a portal with exclusive Spanish-language content. VW gains the lead on the primetime show, airing highlights and commentary nightly from 7-8 p.m.

On the content side, in which Telemundo plans more than 1,000 hours, VICE will create short features and stories geared toward the younger soccer audience. NBCU Digital Lab will work with Telemundo on the digital docu-series “Somos el Mundial” (“We are the World”), while BuzzFeed will create other short-form content for its multimedia platforms.

Some of the personalities on Telemundo Deportes’ coverage include Tab Ramos, Diego Forlán, Jesús “Chucho” Ramírez and Teófilo Cubillas.

Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!

cover image: 2014 World Cup Final (Danilo Borges-copa2014.gov.br)

A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

Major League Soccer extended its partnership with Southern New Hampshire University (SNHU) for three more years. SNHU will remain the official education partner of the league. This includes allowing all of the league’s players and coaches to pursue a degree online with the university in addition to supporting community-based initiatives.

fuboTVFuboTV, a streaming service geared toward sports fans, signed a deal with video ad-serving platform SpotX, to lead the programmatic monetization of the site’s content. SpotX will allow advertisers to target FuboTV viewers watching live video on demand by specific devices, languages or regions.

Major League Soccer streamed MLS SuperDraft 2018 presented by Adidas live on Twitter, on January 19. The live show serves as the official destination for comprehensive SuperDraft coverage, including first interviews with draft picks, and expert analysis from both MLSsoccer.com personalities and celebrity guests.

US Club Soccer announced Mike Cullina as Chairman of its Board of Directors, through February 28, 2021. He’ll be replacing Phil Wright, who held his position since 2003.

Mexican National Soccer Team supporter fan group “Pancho Villa’s Army” (PVA) has expanded its base and developed strong relationships with U.S. marketers in advance of the 2018 FIFA World Cup Russia. Keep reading.

Subscribe to Portada daily Sports Marketing Updates!

Bodog CanadaInternational online gaming brand Bodog has announced a seven-figure dollar deal to become a top-tier ‘master sponsor’ of the Copa do Brasil. This is Bodog’s first soccer-based marketing venture in the region. It follows agreements the online gambling site already has with Premier League clubs Arsenal and West Bromwich Albion.

Trophy TourVideo replays will be used at the World Cup for the first time, confirmed FIFA Chief Commercial Officer Philippe Le Floc’h.  Talks are underway with potential sponsor branding to appear when the technology is used. Replays could generate delays during the tournament’s games, this presents an opportunity for FIFA to brand up the segment on the global broadcast feed.

The global leg of the FIFA World Cup Trophy Tour by Coca-Cola kicked off with an official launch ceremony in London and plans to hit 91 cities, across 51 countries and six continents, inviting fans around the world to get #ReadyFor the 2018 FIFA World Cup. This is the fourth time in history that Coca-Cola and FIFA have partnered to bring the Trophy Tour to the world.

Nashville is “moving forward with its bid to be a host city” for the ’26 FIFA World Cup.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s Career Board!)

 

The early evening newscast will be anchored by Martin Borchardt. With more than 14 years of experience, Mr. Borchardt is one of the best-known anchors in the San Diego market.

 

 

 

 

The 11 p.m. newscast will be anchored by Estephanía Baez and Aranzazú Alvarez.

 

 

 

 

Ivan Pollard has been appointed global chief marketing officer at General Mills. He was most recently senior VP-strategic marketing at Coca-Cola North America and spent six years with Coke. Pollard was also a global partner at Naked Communications and held posts at Wieden+Kennedy and DDB Needham.

 

 

Global data-driven media and marketing firm, Headway has announced the recent hire of Michele Webb. Michele will join Headway as the Senior Director of Sales, U.S. In her new role, Michele will spearhead the introduction of Headway’s robust suite of advertising solutions. She will also be responsible for growing the team charged with supporting their entire line of performance, branding, and programmatic offerings in the U.S., including Headway’s MoBrain platform. Michele brings with her more than 15 years of successful experience in the digital advertising space, most recently with Cheetah Mobile as their Head of Performance Sales for the U.S. Webb will be based in Los Angeles.

 

Havas’ Arnold Worldwide is restructuring its North American leadership team by  elevating three executives to new positions, according to Mediapost.

 

 

 

 

Sasha Hartman, formerly EVP, executive marketing director, has been promoted to president, chief client officer at the shop’s Boston office.She will oversee the Boston client portfolio and lead the Marketing department.

 

 

 

 

 

Elliott Seaborn, formerly managing director, Boston, has been named chief growth officer for Arnold’s North American operations. Prior to Arnold Seaborn spent nearly a decade at Digitas.

 

 

 

 

 

 

 

 

Lisa Unsworth, managing partner, CMO, has been appointed managing director, director of growth platforms for North America. She will provide executive marketing leadership across several Arnold clients and serve as a growth advisor across the agency’s entire portfolio.

 

Entravision Communications Corporation announced that beginning July 3, 2017, the local news programming lineup for XHAS-TV will make an affiliation change to Azteca America in the San Diego market. The new affiliation partnership will allow Entravision the opportunity to strengthen its connection across multiple platforms to the diverse Latino audience who make San Diego and Tijuana their home.

 

Agency Grey has hired Alex Morrison as president of Grey West, tasked with overseeing the agency’s San Francisco and Los Angeles offices while working closely with Grey’s flagship New York office and  Grey New York CEO Debby Reiner.Morrison returns to Grey after spending over two years as vice president, global managing director for R/GA’s content studio.

 

 

The past April, Coca-Cola announced it would cut around 1,200 jobs as part of an organizational restructuring to cut costs. The company has already started implementing those changes with hundreds of layoffs in different offices, according to AgencySpy.

 

 

 

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What: Portada talked to Alban Dechelotte, Senior Entertainment Marketing Manager at The Coca-Cola Company, about why brands should start investing in eSports.
Why it matters: Although eSports is still a mystery for many, nearly 200 million people around the world are consuming eSports content. According to Newzoo, in 2017 the eSports industry will grow by 41.3% to global annual revenues of US$ 696 million and to US $1.5 billion by 2020.

eSports is becoming a force to be reckoned with for the marketing and media business. Research firm Newzoo expects brands to spend US $517 million in eSports this year (US $155 million on advertising, US $266 million on sponsorships, and US $95 million on media rights). Consumer spending this year on tickets and merchandise will amount to US $64 million. Another $116 million will be invested by game publishers through partnership deals with white-label organizers. Coca Cola has been one of the first major marketers to support eSports. In 2013, Coca-Cola decided to embrace the eSports trend by signing an official global partnership with Riot Games and the League of Legends Championship Series. Coca-Cola has mantained this annual investment ever since. In fact, last year Coca Cola celebrated its first eCopa Coca Cola. That is why Portada talked to Alban Dechelotte (photo) who leads Coca Cola’s eSports efforts.

Alban Dechelotte

Portada: Who should be considering eSports as their next sports marketing investment?
Alban Dechelotte, Senior Entertainment Marketing Manager at The Coca-Cola Company: “eSports is good for brands that want to be relevant to younger demographics, especially male. eSports can be complementary to a preexisting sports marketing strategy, but brands can have dedicated strategies geared towards eSports as well.”

eSports is good for brands that want to be relevant to younger demographics, especially male.

Portada: Why is it the right platform for Coca-Cola?
A.D.: “For years Coca-Cola has connected to the people it cares about though their passions. Today, the people we most care about, care about gaming and eSports. It’s natural for us to celebrate the fans of eSports no differently than any other passion point.”

Portada: In terms of sponsorship investment, how big are eSports for Coca-Cola?

A.D.: “We don’t share this publicly, but it’s growing with the space.

Portada: What eSports events are most important to Coca-Cola in the US?A.D.: “League of Legends World Finals. Last year we had more fans attending our cinema viewing parties than attending the sold out live event at Staples Center, in Los Angeles.”

Also read: For The First Time ESPN will Broadcast Esports Live

Portada: Which are the main challenges for a brand when planning a marketing strategy around eSports?
A.D.: “The challenge is that eSports is digital, and sports marketing has been built on TV. As a result, there is a new paradigm in the fundamental way brands can reach consumers through their passion. It’s important for brands to recognize this and the audience they’re after. Brands have to approach it with the right tone and honor the fans by being genuine and authentic.”

The challenge is that eSports is digital, and sports marketing has been built on TV.

Portada: What mistakes have you learned from working in the eSports area?
A.D.: “We’ve learned that it’s really important to manage expectations and over communicate. We work hard to earn fans’ trust and if they feel like you’ve under-delivered they’ll let you know. The most important thing is to listen to their feedback and learn from it for the next time.”

Portada: Global brand experience agency Momentum Worldwide revealed that 53% of gamers believe that more people will watch video games than traditional sports by 2022. Do you think this is true?
A.D.: “We need to be careful with such fans declarative survey. I love rugby, and I think it has the potential to be the biggest sport on the planet, but of course, this isn’t necessarily the case. That being said, all the signs for continued positive growth in eSports are there.”

Portada: Given this growth, what marketing move should brands start doing?
A.D.: “They need to look at their sports marketing strategy and reflect what they are doing for eSports, in the way that is best for their brand and their audience.”

Feature image: @CokeEsports

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.

To subscribe to Portada’s Interactive Database of Marketers targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads LatAm editions, click here.

  • Coca-Cola/AdeS

descarga (5)Coca-Cola has completed the purchase of AdeS, a soy-based beverage company based in Argentina, from Unilever for US$575m, expanding Coke’s portfolio of functional drinks in the region.Founded in 1988 in Argentina, AdeS is the top soy-based beverage brand in Latin America. As the first major brand launched in the category, AdeS pioneered the development of the second-largest global market for soy-based beverages. The AdeS brand currently has a presence in Brazil, Mexico, Argentina, Uruguay, Paraguay, Bolivia, Chile and Colombia.In recent years, Coca-Cola has boosted its presence in Latin America’s juice/dairy/plant-based category cluster through the acquisition of brands such as Jugos del Valle (multiple Latin America markets), Santa Clara (Mexico), Tonicorp (Ecuador), Estrella Azul (Panamá), and Verde Campo (Brazil), among others.

  • Red Bull

descarga (6)Ariadna has been appointed Red Bull’s media agency for Colombia and Peru. Ariadna’s strategies will be focused on representing best the brand for clients and creating marketing strategies that support its business. Red Bull is an energy drink sold by Austrian company Red Bull GmbH, created in 1987. Red Bull has the highest market share of any energy drink in the world.

 

 

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.

  • Hotels.com

EQn4m9cH_400x400Online accommodation reservations brand Hotels.com announces a joint venture with DDB Latina Group to manage its digital and social media business in Latin America.While DM9DDB Brasil and DDB Mexico are the main offices responsible for developing offline and online campaigns as well as the most important markets for the brand, the offices of Argentina and Colombia will also participate in the development of projects.The agency partner selection process began in November 2016, in which Hotels.com evaluated 96 agencies in order to select the top five candidates, who would eventually compete for the regional account.

 

 

 

  • Emirates 

descarga (7)Emirates is launching three A380 destinations, bringing its flagship three-class double-decker aircraft from Dubai to Tokyo- Narita, Casablanca and Sao Paulo.With this triple deployment, Emirates will be the first airline to operate scheduled A380 services in Latin America as well as to North Africa.In addition, the Emirates A380 service to Sao Paulo marks the airline’s tenth year of operations in Brazil, which began with daily flights between Dubai and Sao Paulo in October 2007.On all three routes, the A380 replaces an existing Boeing 777 service.

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
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.

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.

GET YOUR FREE TRIAL to PORTADA’s Interactive Database! 15 NEW LEADS HAVE JUST BEEN UPLOADED. If you have questions, please  e-mail Research Sales Manager Silvina Poirier at silvina@portada-online.com.

Click here for previous Latam Sales Leads editions

  • Marriott International

descarga-12Arne Sorenson, President and CEO of Marriott International, Inc., announced the signing of four hotels in México. Following an aggressive expansion strategy in one of the region’s key markets, Marriott expects to add the new properties to its existing portfolio of 70 hotels. The company operates more than 200 hotels in the Caribbean and Latin American region, spanning 20 brands in 33 countries and territories.Marriott is meeting the growing demand in the full-service segment in Mexico with the signing of The Westin Puebla, set to open in the second half of 2018. The property will join Westin’s portfolio of hotels throughout the country, including in Mexico City, Guadalajara and Cancun. Two additional Westin hotels are under construction in Cozumel and Monterrey, expected to open in 2017 and 2018, respectively. Additionally, together with Grupo Diestra, Marriott’s largest full-service franchise partner in the Caribbean and Latin America, Marriott prepares to introduce the Renaissance Hotels brand to Mexico with the development of a Renaissance hotel in Cancun, a strategically important market in Mexico.

  • P&G

Important information was provided on P&G’s recent financial analyst day in Cincinatti. Juan Fernando Posada, president of the Latin America Selling & Market Operation based in Panama City, said P&G has cut these so-called “non-working media” costs by $100 million in Latin America. The LatAm portion accounts for around 16% of P&G’s overall media budget reduction. Latin America sales grew 8% organically last fiscal year and amounts to 8% of P&G’s global sales.

  • Airbnb

uqcbceyn_400x400The online community marketplace is investing a great deal of money to boost the brand in Mexico. Mexico is the company’s second most important market following Brazil, according to Jordi Torres, Airbnb director for Latin America. Along with Teran, Airbnb’s’ agency in Mexico, the company is planning to run a TV campaign and displaying OOH in that country. A new Airbnb Magazine, announced for the U.S market,,  might rollout in Mexico though “the magazine is still a very ambiguous project and there is not exact information about its’ release in the Mexican market,” sources familiar with the matter told Portada. In addition, On the heels of Airbnb signing its first Caribbean partnership with the Aruba Tourism Authority, Jamaica’s Tourism Ministry is set to sign a major agreement with the online short-term rental business. The market for Airbnb in Jamaica is rapidly growing and is extremely lucrative, according to Airbnb’s executive with responsibility for public policy in Latin America and the Caribbean, Shawn Sullivan.

  • Coca-Cola

imagesCoca-Cola will release its’ new Christmas TV ad under the “Taste the Feeling” campaign, which debuted in January.The TV spot, called “A Coke for Christmas,” follows a teenager as he surprises people in his neighborhood with free bottles of Coke. The ad ends when he gives his last bottle to Santa Claus. The commercial was created by SRA Rushmore and was designed to run across global markets. On social media, the brand will promote the hashtag “#WeSleigh” in an effort to get teenagers to “showcase the different ways they step it up during the holidays,” according to a statement. The polar bears will appear on some packages of Coke, Coke Zero, Diet Coke and Coke LifeCoke this year is also putting its iconic version of Santa Claus on some packaging. Coke’s classic version of St. Nick was created in 1931 by artist Haddon Sundblom and Coke has consistently used Santa since then. SMG’s MediaVest and MediaCom work on global Coke business, along with Carat/Dentsu.

Find out who are the brand and agency executives behind these campaigns/moves. Plus detailed contact information on more than 1,500 Corporate Marketers and Agency Executives targeting Latin American consumers.GET YOUR FREE TRIAL to PORTADA’s Interactive Database! Contact Sales Research Manager Silvina Poirier if you have questions: silvina@portada-online.com

  • Revlon

descarga-10Agency Pavlov was in charge of Revlon’s latest spot for the international launch of Be Fabulous, the brand’s new exclusive line. The campaign features Oscar winner Halle Berry, one of the brand’s official ambassadors. In the TV spot, the actress reveals her secret to be fabulous is Revlon’s new line. The spot will be launched worldwide in different audiovisual platforms, depending on the communication strategy of each country. The campaign is complemented by OOH and press releases.In 2011, MediaCom won Revlon’s global media planning and buying business across all of the company’s brands.

 

 

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting Latin American consumers:
New Sales 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.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

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.

GET YOUR FREE TRIAL to PORTADA’s Interactive Database! 15 NEW LEADS HAVE JUST BEEN UPLOADED. If you have questions, please  e-mail Research Sales Manager Silvina Poirier at silvina@portada-online.com.

Click here for previous Latam Sales Leads editions

  • Coors Light

37bg4yc_400x400The National Basketball Association (NBA) and Molson Coors International (MCI) announced a multiyear partnership expansion that makes Coors Light the Official Beer Partner of the NBA across 37 markets in Latin America and the Caribbean.Through the partnership, Coors Light and Coors Trademark (Coors Banquet and Coors 1873) will provide fans in 37 Latin American and Caribbean countries and territories with unique experiences, including viewing parties during some of the most exciting times of the NBA season such as NBA All-Star and the NBA Finals, as well as custom activations.  Coors Light will also develop programs and promotions that will allow fans to receive unprecedented access to NBA events, and introduce NBA-branded Coors Light packaging at retail.The territories included in the partnership are Anguilla, Antigua & Barbuda, Aruba, Bahamas, Barbados, Belize, Bermuda, Bonaire, British Virgin lslands, Cayman lslands, Chile, Colombia, Costa Rica, Curacao, Dominica, Dominican Republic, Grenada, Guadeloupe, Guatemala, Guyana, Haiti, Honduras, Jamaica, Martinique, Montserrat, Panama, Paraguay, Puerto Rico, Trinidad & Tobago, St. Kitts & Nevis, St. Lucia, St. Maarten, St. Martin, St. Vincent & the Grenadines, Surinam, Turks and Caicos, and the U.S. Virgin lslands.Coors Light will also remain the Official Beer Partner of the NBA in Mexico.

  • Boeing

boeing_twitter_avatar_400x400Boeing sees big sales potential in the evolving Latin American market, with the company particularly targeting carriers in Argentina and Mexico for sales of new widebodies.Van Rex Gallard, Boeing Commercial Airplane’s vice-president of sales for Africa, Latin America and the Caribbean,calls Mexico the “darling of Latin America”.Mexican carriers are increasingly forming closer ties with foreign airlines, which could shake up the market.Meanwhile, Mexico’s low-cost carriers have largely already stretched the range of their narrowbodies are may soon consider acquiring widebodies to carry the next phase of their growth.Volaris or Interjet could potentially use widebodies to cross the Atlantic.Potential sales to Cuban airlines remain in limbo.

  • A&K

ak-releases-its-new-latin-america-portfolio-212x300Luxury travel company Abercrombie & Kent (A&K) releases its new Latin America portfolio. Ten countries are covered with a range of travel styles and focuses. On the new collection, Cuba is with an outstanding 10-day private journey taking in the major highlights with specialist insider encounters. There are also suggestions for ways to explore Colombia, Mexico, Argentina, Ecuador, Peru  and Bolivia.

 

Find out who are the brand and agency executives behind these campaigns/moves. Plus detailed contact information on more than 1,500 Corporate Marketers and Agency Executives targeting Latin American consumers.GET YOUR FREE TRIAL to PORTADA’s Interactive Database! Contact Sales Research Manager Silvina Poirier if you have questions: silvina@portada-online.com

 

 

  • Mitsubishi Aircraft

descargaMitsubishi Aircraft continues to eye Latin America for orders for its MRJ regional jets, with the company’s Americas chief predicting sales will begin to accumulate as soon as the region’s economy improves. Like other airline the company believes economic conditions are already beginning to improve, but expects the recovery will take several more years. Deliveries had been scheduled to begin in 2017.

 

 

 

  • Coca-Cola

coverleoft2-537d1abd81220Coca Cola, along with Leo Burnett Colombia, has turned its’ bottles into selfie sticks. Thus, the brand can be present in the way in which teenagers share their day to day. All Leo Burnett Colombia’s departments worked for one year in this new concept. The brand found an organic way of being part of the online activity of its consumers by transforming the bottles and creating a friendly lid twist that cannot be opened until it is matched with another person’s lid. The effort is aimed at new college students to help them break the ice on their first day of school.

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting Latin American consumers:
New Sales 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.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

Here we are again, this time with August’s latest, although its alerady the third week of September!. I love it when people say that they read this column (I admit that I like it more when people tell me they find it fun). I feel like I’m the chef that likes to see people clean their plate with bread. And since we are in confessional mode, I also love it when people ask me to publish their news. At the end of the day, this is a space for everyone in the digital industry in Latin America. Here we go with the highlights of the month.

Vintage MySpace

The IAB Connect 2016, organized by IAB Mexico, took place on August 24. Of all of the guests, some of the most fun were ex MySpace Mexico’s Nancy Gomez, Choche Sosa, Alejandro Salazar and Martha Carlín, who uploaded pictures of the event to Facebook (to think that at one point MySpace and Facebook were competitors). What an interesting path we’ve all taken!

The Agency Reality Show

Rodrigo Figueroa ReyesSomething is brewing in Buenos Aires, and Rodrigo Figueroa Reyes (founder and CEO of FiRe Advertainment) is behind it. It seems that his team is thinking of launching a reality show in which 10 creative pairs will have to come up with ad campaigns for different brands. As is the case at all agencies, there will be directors and account executives that will help (and hinder) the teams’ activity. If gastronomy has MasterChef, music has The Voice and entrepreneurs have Shark Tank, advertising needs something, too! Bring it on!

OmegaWatches and the Olympic Games

I was at the Omega watch event (they were the official timekeepers of the 2016 Olympic Games) on August 17 at an exclusive restaurant in Buenos Aires, and it was a great opportunity to reinforce the brand’s attributions, one of which is measuring time with high precision for each competition. This is no small detail if we consider that cell phones have taken terrain from watches, not only because they have a watch incorporated, but because they allow us to renegotiate the time when we realize we have fallen behind.

Coca-Cola For Me

During August, Coca Cola launched the application “Coca Cola For Me” in Argentina, Chile and Peru. Oriented towards the younger segments, this content platform allows users to visualize videos on demand called “Glups,” access a digital radio through which they can program their own music, connect to exclusive transmissions via streaming, share with their friends and win prizes and benefits. I hope to be within their target (I am a sort of Benjamin Button).

Fer GualdaLogan Opens Office in Chile and Brings On Gualda

I was told that Fernando Gualda (current sales and distribution VP for Latin America at ZooMoo, and previous SVP for the Southern Cone at Fox International Channels) just joined the office of Logan Chile as the director and partner in the company. Good luck, Fernando!

That’s all for now, friends. See you next month!

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 AMERICAN CONSUMERS! with newly introduced upgraded features (see at the bottom of this article. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322  or e-mail her at silvina@portada-online.com.

Click here for previous Latam Sales Leads editions

  • Hoteles Misión

descarga (3)Hoteles Misión, a 100% Mexican company founded in 1946, is looking to grow its properties from the 56 it has today, to 100 by 2020. Although 95% of its growth will take place in Mexico, the hotel chain is also looking into the U.S. market (where it already owns one property in Texas), and also Cuba and Peru. Hoteles Misión is working on new promotion strategies that lead to bookings. One example of this is “Puebleando con Misión”, a campaign based on video clips that has been working for the last three years together with the Consejo of Turistic Promotion and the government of 15 estates.This strategy sums up with a digital bet. Check out our interview with Roberto Zapata, CEO at Hoteles Misión!

  • Bloomin’ Brands

mmmmTampa-based Bloomin’ Brands, facing stagnant sales domestically, plans to open more restaurants throughout Latin America.The company has hired a global real estate firm to look for growth opportunities specifically in South America, said Cathie Koch, spokeswoman for Bloomin’ Brands. The company will likely target metropolitan areas in Chile and Argentina, while continuing to grow its presence in Brazil, real estate experts said. There are no new locations to announce yet.Bloomin’ has opened three Abbraccio restaurants, the international version of Carrabba’s Italian Grill, in Brazil since last year. Bloomin’ also operates 75 Outback Steakhouses in Brazil. Expansion plans include more Outback Steakhouse, Abbraccio and Fleming’s Prime Steakhouse and Wine Bar locations in Brazil and other Latin American countries.Bloomin’ has 90 restaurants in seven Latin American counties right now, the JLL report shows. Bloomin’ plans to operate 100 restaurants in Brazil within three years, including opening its first Fleming’s Prime Steakhouse and Wine Bar in the country this year.Other American brands are targeting Latin America in a big way. Nike, Old Navy, Skechers and American Eagle see opportunities for growth in countries like Mexico, Argentina and Columbia.

  • W Punta De Mita Hotel 

4xXpTSmp_400x400W Hotels Worldwide expands its Latin American portfolio with the opening of W Punta de Mita in Mexico’s Riviera Nayarit. Owned by Fideicomiso Los Veneros, the new hotel is part of the multi-use oceanfront development, Los Veneros, on Mexico’s Pacific Coast.W Punta de Mita is the 48th W Hotel worldwide and fifth W Hotel in Latin America following W Santiago, W Mexico City, W Vieques Island and W Bogota, bringing Starwood’s iconic category disruptor closer to reaching 75 hotels by 2020. W Punta de Mita joins W Mexico City as the brand’s second hotel in the country, as well as the second Latin American W Escape.

  • “Mago” by Coca Cola

mmmmmmmTo enhance its goal of making Coca-Cola’s different versions accessible, attractive and available to all, the brand has launched its new campaign “Mago” (“Wizard”) to describe the different characteristics of each Coca Cola brand. The campaign includes a spot in which an unexpected bartender played by Justin Flom, a famous magician who lives in Las Vegas and is well-known in all social networks, uses tricks to transform Coca-Cola’s traditional bottles into its’ different varieties: Coca-Cola Zero, Diet Coke and Coca-Cola Life. The spot, which was created by agency David  directed by Martin Romanella , will be released in 5 continents.

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting Latin American consumers:
New Sales 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.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

Coca-Cola is in the 88th year of its special partnership with the Olympic Games, and this year in Rio the company will build a campaign around those special moments off the podium with the global #ThatsGold campaign. We spoke to Melissa Palacios, Associate Brand Manager, Coca-Cola Brand Team, Adult Consumer Segments about the details of the campaign, and how the Coca-Cola marketing team is hoping that the campaign will appeal to Hispanic and multicultural audiences.

#ThatsGold Brings the World to Rio

This global television commercial and out-of-home campaign will feature famous gold moments from previous Olympic Games and the faces of some of the most famous athletes from around the world.

Melissa Palacios, Associate Brand Manager, Coca-Cola Brand Team, Adult Consumer Segments, The Coca-Cola Company
Melissa Palacios, Associate Brand Manager, Coca-Cola Brand Team, Adult Consumer Segments, The Coca-Cola Company

Events like the Olympic Games tend to enjoy popularity among Hispanic communities that love gathering their families together. “Also, more than other ethnic groups, Hispanics are particularly interested in the potential underdog stories, those stories of hard work and success. For us in Coca-Cola, positivity and inclusiveness are at the heart of the campaign,” Palacios said.

Hispanics are particularly interested in the potential underdog stories, those stories of hard work and success. For us in Coca-Cola, positivity and inclusiveness are at the heart of the campaign.

This year, the Olympic torch was carried by 12,000 people, visiting 320 cities, covering 20,000km on land and over 16,000km by air. Nearly 2,000 Coca-Cola torchbearers were chosen to bring the flame through every corner of Brazil, selected for the work they had done in their communities, for embracing positivity and for the gold spirit with which they bring people together.

Moments On and Off of the Podium

The #ThatsGold campaign will be social in nature, featuring a series of three video vignettes, produced in partnership with NBC, that focus on some of the happiest and most triumphant moments enjoyed by athletes like women’s soccer star Alex Morgan, swimmer Nathan Adrian and former gymnast Nastia Liukin both on and off the podium.

Gold is a feeling that anyone can achieve, and by using social media as a platform for fans to share their gold moments, we are personalizing a global social approach.

Limited-edition Coca-Cola, Diet Coke and Coca-Cola Zero packaging have been available nationwide since mid-July, and the campaign is complemented by productions like the Coca-Cola Olympic Station, a hang-out area for teens in Rio where they can experience and engage with the Olympic Games through innovative tech activities, with the participation of athletes, music artists and influencers, and a selection of global influencers that will share what the #ThatsGold campaign means to them.

“A Personalized, Social Approach”

In terms of Hispanic broadcasting, both NBC and Telemundo are featuring #ThatsGold throughout the Games. Digitally #ThatsGold will be threaded throughout the NBC Olympics website featuring live updates from Rio. All this, will be supported by OOH, Cinema, and Retail activation.

The idea is to bring the excitement of extraordinary achievements that the Olympics ignite into everyday life. “Gold is a feeling that anyone can achieve, and by using social media as a platform for fans to share their gold moments, we are personalizing a global social approach,” Palacios said.

DOWNLOAD Portada’s 2016 Sports Marketing Guide!

Multicultural audiences fit seamlessly with these themes, because no matter who we are, “even though we all live different lives, our human experience is similar,” adds Palacios. People from all corners of the world, from all different religious creeds, ethnicity, sexual orientation enjoy the Olympics with the same appreciation for the achievements – big and small – that push us forward as individuals, families, and communities. The Olympic Games have a universal, multicultural appeal, and the #ThatsGold campaign hopes to connect with it.

At #Portada16 on Sept. 14-15 in New York City Javier Delgado Granados, Group Director of Multicultural at Coca-Cola, will speak about how Coca-Cola uses soccer and other sports to reach millennials.

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 Database of Corporate Marketers and Agency Executives with newly introduced upgraded features (see details at the bottom of this article). 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322  or e-mail her at silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Reynolds Consumer Products

SMG (6)Meredith Corporation is partnering with Reynolds Consumer Products, producer of the iconic Reynolds Wrap® Aluminum foil, to create and distribute native custom content to engage millions of consumers across Meredith’s portfolio of brands. Media is being placed by Havas Media. Sources at Meredith tell Portada that there is a print component to the program running in Parents Latina magazine but that no Spanish-language media targeting Hispanics is being used. The two-year Meredith-multiplatform partnership will produce native and editorial custom content, including video, recipe integration, native units of recipe-relevant tips and geo-targeted shopper marketing units. More than 30,000 relevant recipes will advertise Reynolds products across Meredith’s food brands, such as Allrecipes, Better Homes and Gardens and Martha Stewart Living. The integrated campaign is an extension of Reynolds’ popular “Endless Table” Instagram cookbook campaign focused on seasonal entertaining and recipes.

  • Coca Cola & Rio 2016 Olympic Games

descarga (6)As the clock ticks down to the Opening Ceremony of the Rio 2016 Olympic Games, Coca-Cola will celebrate with fans across the world with the multi-brand effort #ThatsGold, rolling out around the world this July. The effort will come to life through global TV and Print Campaign: Coca-Cola will bring #ThatsGold to life through global television commercials (TVCs) and out-of-home campaign, featuring famous gold moments from previous Olympic Games and the faces of some of the most famous athletes from around the world. The images featured in the global creative depict authentic, real gold moments on and off the podium with a Coca-Cola, Coca-Cola Light/Diet, Coca-Cola Zero or a Coca-Cola Life. A series of three video vignettes, produced in partnership with NBC, focus on some of the happiest and most triumphant moments enjoyed by Morgan, Eaton, McFadden, Manzano, Liukin and Adrian, on and off the podium. The vignettes are narrated by the athletes and feature a collection of images and video that share the emotion behind their favorite #ThatsGold moments. A fourth vignette features a selection of Coca-Cola athletes issuing a call to action to viewers, inspiring them to share their own #ThatsGold moments through photos and video across social platforms using the hashtag #ThatsGold. The slate of Coca-Cola athletes will help bring the Company’s #ThatsGold campaign to life and will be featured through: Limited-edition Coca-Cola, Diet Coke and Coca-Cola Zero packaging available nationwide, beginning in mid-July. The campaign will roll out this month in 50 countries. Spending was not disclosed.Ogilvy & Mather Brazil is the lead agency on the Olympic campaign.

  • Walmart

walmart_logo_youtube_400x400Months after losing the retailer’s media business, holding company Publicis Groupe have formed a non-exclusive “strategic relationship” that also gives Walmart access to all of the holding group’s agencies and resources outside of marketing, including capabilities to support corporate reputation and technology that builds relationships with customers.The partnership, which went into effect on July 1, is not exclusive and will initially apply to Walmart’s U.S. advertising (creative) and in-store creative, for which the holding company will serve as AOR.  Publicis Groupe will pull resources from the various agencies in its portfolio to ensure the right talent is working on each Walmart project. The relationship will be led by Arthur Sadoun, CEO of Publicis Communications.Regarding, what agencies will get Walmart’s media buying business, the answer, for now, is written in the sky. “We are not sharing our future media buying partner, also for multicultural,” sources from Walmart told Portada. (Check out today’s feature  article: Walmart’s Marketing Partners: Here’s what we know and what we dont know.)

  • MasterCard

NNNNMasterCard has unveiled a new logo Thursday that simplifies the brand for consumers and merchants. The new design includes red and yellow interlocking circles; the word “mastercard” can be positioned below or to the side, rather than to the top, and capital letters have been omitted to de-emphasize “card”. The company suggested the new logo has been made to emphasize the fact that MasterCard is no longer just a card product as the future will be predominantly digital.The new branding will be rolled out to the company’s digital payment service Masterpass by the end of July. MasterCard spent US$67 million on measured media in the U.S. in 2015.

  • Chespirito

bq88Z0w2_400x400¡Síganme los buenos! (‘Good guys follow me!’) With the aim of carrying forward the legacy of Roberto Gómez Bolaños through new generations of Latinos in United States, El Chavo Store is opening as the first official store for products based on the characters of Chespirito.The store opened a physical retail space in the city of Downey, California.  This is an area with a high percentage of Hispanic residents who share an affection for Chespirito, who was born in México but considered himself from all of Latin America.This major project is also being released at the online store: www.elchavostore.com where the products can be purchased from any part ofthe United States.El Chavo Store is a venture with 100% Mexican investment. This idea was born as an effort to strengthen the status of the legacy of Roberto Gómez Bolaños, bringing it to new generations of the Hispanic community in the United States.  The store offers iconic products of the most popular characters from ChespiritoEl Chapulín Colorado and El Chavo del Ocho.

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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 Jennifer Chan  347-840-1311 or e-mail her at jennifer@portada-online.comSEE A DEMO OF THE DIRECTORY!

Click here for previous Latam Sales Leads editions

  • Heineken

descarga (2)Netherlands-based Heineken is looking for a second agency to handle global media planning and buying, according to Adweek.The incumbent has been Starcom Mediavest Group since 2012, when it consolidated work handled by 14 worldwide agency partners into one relationship with the Publicis Groupe media network. AAR Partners, London, is handling the search process which is being led by Gregory Kukolj, Heineken’s global head of media and digital. The portfolio of brands includes Amstel, Tecate and Dos Equis.

  • British Airways

baBritish Airways is launching the only direct flight between London and Santiago de Chile from January 3, 2017. Santiago will become the airline’s lengthiest long-haul route, taking 14 hours 40 minutes, nearly an hour more than the current longest flight of 13 hours 50 minutes service to Buenos Aires. The four-a-week flight will be served by the airline’s newest aircraft, the four-cabin Boeing 787-9 Dreamliner, complete with a new First cabin.Santiago will be the latest destination in Latin America to join British Airways’ route network. The airline recently launched new services to San Jose in Costa Rica and Lima in Peru. In addition, it also operates flight to Rio and Sao Paulo in Brazil and Buenos Aires in Argentina.

  • adidas

adAdidas Football (soccer)  has launched the first video of the Hacé Que Te Sigan”(“Make Them Follow You”) series which will present its global superstars including Lionel Messi, Paul Pogba, Luis Suarez and Mesut Özil and celebrates their determination to be the number one, inside and outside the soccer field. The first video was released to coincide with the unveiling of the new collection of adidas Mercury Pack boots. The boots will make their debut in the UEFA EURO 2016TM and the la Copa América Centenario this summer as players like Messi, Pogba, Suarez and Özil aim to finish first and win soccer trophies. The soccer boots that make up the Mercury Pack will arrive in Argentina on June 7.

https://youtu.be/ph8rcsuaFt0

  • Radisson Blu

bMexican real estate and investment firm Sun-Star Group, led by real estate developer Omar O’Rourke Martinez and his partner Thomas Wahl, a seasoned hotel executive, have executed an agreement with Carlson Rezidor Hotel Group, for the development and operation of a Radisson Blu Hotel at Lake Chapala, with an option for additional territories.Lake Chapala is a popular destination located within 50 kilometers of Guadalajara, Mexico’s second largest city, and located within 25 minutes of Guadalajara’s international airport as well as El Salto, an important industrial corridor and home to the Mexican and Latin American headquarters for many multi-national corporations.Radisson Blu hotels are found in prime locations around the globe, with more than 395 properties now open or in development in more than 110 countries.Construction of The Radisson Blu Resort & Spa Ajijic is slated to begin during the fourth quarter of 2016. The project is estimated to create 200 construction and 80 full time jobs.

  • Coca Cola

descargaThe latest to succumb to the crisis roiling Venezuela is Coca-Cola, forced to halt production of its namesake beverage because of a shortage of a key ingredient: sugar. In a country currently suffering the world’s deepest recession, with inflation fast approaching 700 percent, the cola’s demise is the latest hardship facing the South American nation, as the country teeters on the edge of economic and political collapse.Last month, Empresas Polar, the largest food and beverage company in the country, stopped beer production because of the scarcity of another imported product, barley. But far from being limited to soda and beer, shortages are being seen in basic.

  • PayPal  

descarga (1)As part of the eleventh celebration of the Internet Day, PayPal Latin America has released the “Reinventa tu forma de pagar” (“Reinvent Your way to pay”) campaign to raise awareness about how the power of Internet has changed the way we pay for goods and services, send and receive money as well as how we manage our personal finances . One of the main pillars of this campaign is the recently launched One Touch service that allows users to purchase at millions of locations locally and overseas without having to enter a user or password at each site and purchase. In addition, the campaign emphasizes that PayPal opens the door to purchases in 203 markets around the world with the same digital payment method, together with the Buyers and Sellers Protection Programs to support.

A summary of the most exciting recent news in online video in the U.S. and Latin America. If you’re trying to stay up-to-date with these constantly-evolving markets, look no further.

U.S/U.S.-HISPANIC MARKETS

ONLINE VIDEO GROWS: ZenithOptimedia has come out with a study indicating that programmatic advertising will account for 60% of digital display in 2016, and that Internet advertising will outspend television by 2018. Online video plays a large role in that, as it offers some of the most targeted, customized messaging options.

WE’RE IN FOR MORE NETFLIX AND CHILL IN 2016: Netflix Head of Content Ted Sarandos has made an netflixannouncement that will keep many of us sitting on the couch in our pajamas for most of next year: as compared to its 16 original series in 2015, Netflix will be producing 31 new original series in 2016! The online streaming service will also be releasing 10 full-length feature films, 30 children’s shows and 12 documentaries. Whelp, there goes my new year’s resolution to get out more in 2016…

SNAPCHAT TRIPLES ITS VIEWS SINCE LAST MAY: Snapchat has stated that its messaging platform receives six million views a day, a statistic that should confirm the importnace of short form video and in general, online video, as an advertising platform for the 60% of 13-34 year old smart phone owners in the US that are also Snapchat users. Just last May, Snapchat CEO Evan Spiegel claimed that the platform had two billion daily views.

 HAS ANVATO DEFEATED AD-BLOCKERS FOR GOOD? OTT video supply chain company Anvato is claiming that its Media Content Platform (MCP) technology customers are not affected by ad blocking technology. As programmers and media brands worry about the popularity of ad-blocking, Anvato offers Dynamic server-side, frame-accurate, broadcast-quality ad insertion. If Anvato is right about its technology, this could be the million-dollar ticket for brands that want to ensure the deliverability of their messages on online video.

AT&T ABANDONS HISPANIC STREAMING SERVICE YAVEO, BUT NOT VIDEO: AT&T has quietly discontinued its Hispanic Yaveo streaming service, which it launched through DirecTV (AT&T acquired DirecTV earlier this year) in 2014 in an effort to attract more customers through online video channels. Apparently, the company’s next move is to release another video service for DirecTV subscribers in January 2016. AT&T also announced that AT&T will become the “corporate brand” for its television products, including DirecTV and its AT&T U-Verse cable service.While DirecTV’s logo will change in January, AT&T will keep the DirecTV brand name “for the forseeable future,” a spokeswoman said.

LATAM MARKET

GOOD INTENTIONS, BAD RESULTS: Coca-Cola Mexico coca colahad to issue an apology and take down a YouTube ad featuring goodwilled white teenagers bringing Cokes and a big, pretty Christmas tree to a group of indigenous Mixes in Oaxaca. Coca-Cola’s #OpenYourHeart campaign was supposed to be aimed at ending prejudice, but it ended up reinforcing some pretty bad racial and colonial stereotypes. Oops.

VALUABLE MONETIZATION TOOLS BREED MORE PARTNERSHIPS: Global Demand Side Platform (DSP) company MediaMath (represented by Headway Digital in Latin America) has teamed up with video outstream advertising firm and monetization support platform Teads to offer MediaMath clients access to Teads’s premium video programming in Latin America through Deal ID, a function that connects ad buyers and sellers through filters like price, ad placement and format.

ESPN EN ESPANOL, BUT BETTER: Those visiting ESPN.com in Argentina, Chile, Colombia, Mexico and Venezuela will be greeted with an improved version of the sports platform, with the same technology and design as that of the site that was launched in April, but with better audio and video content that covers more sporting events with better speed and performance. It will also be responsive, as mobile-friendliness is a must with any digital product.

MEXICANS GO MOBILE: Programmatic advertising software company TubeMogul released a study on the Mexican online video advertising market and found that more pre-roll video ad impressions occur on mobile devices in Mexico than in the United States: 33% versus 23.9%. The study also found that while 30-second ads conform 70% of mobile ads in said country, 15-second ads are more effective, as they were found to have a higher completion rate.

ARGENTINA DEVOURED ONLINE VIDEO IN 2015: According to a new study, video downloads and consumption increased by 66% in 2015, as more than three billion videos were viewed in October 2015 alone. Argentines spend 11 hours a week watching videos on their smartphones and SmartTVs, and the amount of mobile video consumption grew 7%.

REACHING LATAM: WORTH MERGING FOR?: Video compression company Thomson Video Networks (TVN) is rumored to be considering an offer from delivery infrastructure company Harmonic to acquire 100% of its assets for $75 million. The purchase would give TVM greater reach, scale and resources while Harmonic is attracted to TVN’s strength in regions like Latin America as well as its content and service provider relationships.

LATAM DIGITAL VENTURES DEBUTS FULLSCREEN: José Valverde Padilla, co-founder and CEO of Fullscreen spoke with Portada about the newly-created venture that Latam Digital Ventures opened seven months ago in an effort to provide multi-screen, integral online video advertising solutions for a variety of platforms. The agency will offer formats like pre-roll, mid-roll, post-roll, pre-home, in-banner, rich media and rising stars, to name a few. Their network of premium sites already has 4.6 million unique viewers, and is planning to reach the US-Hispanic market by 2016.

VIACOM BRINGS ONLINE VIDEO TO LATAM: Viacom International Media Networks The Americas has launched an app suite for TV Mobile Viacom Play Plex. All of Viacom’s Latin American distribution partners the opportunity to offer clients with smartphones and tablets access to all of Viacom’s international television content like MTV Play, Comedy Central Play and Nick Play anywhere, anytime.