Tag

Corona

Browsing

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. 

  • Gatorade

Gatorade has launched a new international campaign titled, “Everything Changes,” and the brand’s first sport-specific product, Gatorade Football Energy. The Gatorade “Everything Changes” campaign focuses on the shift that takes place when football club teammates become rivals. The TV advertisement features the storyline of FC Barcelona players, Lionel Messi and Luis Suárez, who are best friends and train together until it’s time to play against each other. While their respective objectives change, fueling with Gatorade does not.The integrated campaign also features Brazilian National Team superstar and Manchester City striker, Gabriel Jesus. The campaign will run in several Latin American countries, Western Europe, Asia, Mexico, and the U.S. It will extend beyond TV to print, digital and social media, point-of-sale and more. Leveraging the GSSI research on football players such as Messi and Suárez, Gatorade has developed their first ever sport-specific product, Gatorade Football Energy. Gatorade Football Energy was developed for football players from amateur to professional levels and has a combination of carbohydrates, electrolytes and fluid, specifically for football players. The product is available to all U.S. athletes on Gatorade.com and will be available in retail outlets in Mexico and Brazil in 2018 before launching in other Latin American countries. The new product comes in three great flavors: Lemon, Mango and Orange.Gatorade is also providing a stage for amateur players to showcase their skills at a global level. For the third consecutive year, Gatorade is sponsoring and organizing their annual Gatorade 5v5 Football Tournament, which will introduce a women’s bracket for the first time this year. Over 2,000 teams from more than 19 countries across Latin America, Europe and North America will compete for a chance to play in the Gatorade 5v5 Global Championship in May in Barcelona, Spain.

  • Corona

Mexican beer Corona is the most valuable brand in Latin America, overtaking Brazil’s Skol, which has held the title for the past two years, according to the sixth-annual BrandZ™ Top 50 Most Valuable Latin American Brands announced by WPP with data prepared by Kantar.Corona took the top spot in the ranking after seeing an 8% brand value growth to US$8.3 billion, edging out Skol, which grew by just 1%. The brand is sold in more than 180 countries and its success and global growth have been helped by Corona’s ability to generate an affiliation with the “fun-loving” attributes associated with Mexican and Latin culture. This year’s BrandZ Latin American ranking shows the four beer brands in the Top 10 – Corona, Skol, Brahma and Aguila – all controlled by global giant AB InBev, have maintained and invested in their local characteristics enabling them to boost brand value.

 

 

  • Perry Ellis International, Inc.

Perry Ellis International, Inc. has entered into a license agreement with Rosega S.A. to design and distribute men’s dress shirts under the Manhattan trademark in Argentina. Perry Ellis is a leading designer of a broad line of high quality apparel and accessories. Rosega is a leading retailer of fashion apparel brands in Argentina.The new collection will be distributed in department and specialty stores with a product launch planned in the Fall 2018. Oscar Feldenkreis, CEO and president of Perry Ellis International, Inc. said, “Working with Rosega will leverage the equity of this lifestyle brand to further our Latin American reach.”

 

 

  • United Airlines

Azul Linhas Aéreas has announced that current shareholder United Airlines has just concluded a private preferred share transaction with Hainan Airlines. The transaction increased United’s economic stake in Azul from 3.7% to 8.0%.Azul and United connect via their gateways in Sao Paulo – Guarulhos (GRU), Fort Lauderdale, Florida (FLL) and Orlando, Florida (MCO). In Brazil connecting customers have access to the largest domestic network in the country, serving more than 100 cities, while flying Azul’s award winning domestic experience. In the United States, customers have access to United’s industry leading global network. In addition to unparalleled connectivity, Azul and United customers can earn elite status miles as well as enjoy benefits such as priority boarding, lounge access and priority baggage when flying the two airlines.

 

 

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.

 

  • Subway

Fast food sandwich chain Subway is said to be closing 500 of its stores this year in the United States to open more than 1,000 stores around the world, including Mexico, the United Kingdom, China and India.The chain has more than 40,000 locations around the world, outpacing McDonald’s and Starbucks.

 

 

 

 

  • Aeromexico & Jet Airways

Aeromexico, Mexico’s global airline and Jet Airways, India’s premier international airline, will enable their codeshare sales, which will allow passengers to travel to and from both countries by connecting via London to Mexico City, Delhi or Mumbai, as of May 1 this year.This agreement will provide passengers better connectivity options and access to both airlines’ route networks, which will help strengthen trade and tourism between both countries, that have experienced a 15% annual growth rate over the last three years.Aeromexico will put its “AM” code on the direct flights offered by Jet Airways from London to cities in India. In turn, Jet Airways will put its “9W” code on flights operated by Aeromexico from London to Mexico’s capital city.

 

  • Estrella Jalisco

Anheuser-Busch’s Mexican Import brew, Estrella Jalisco has released its’ latest TV commercial “Estrella Toast”, the first ad from the brand since the signing on of agency DAVID.Estrella Jalisco’s media planning and buying agency is Dentsu Aegis Network. The spot embodies the fun, festive spirit of Estrella Jalisco, the official sponsor of the Mexican Men’s National Team, just in time for World Cup in June. Portada spoke with Lara Krug, Vice-President – Mexican Imports and Regional Brands, Ahneuser-Busch on the campaign.

As the official beer of the Mexican National Team, we wanted to tap into the passion that the Mexican National Team fans have for their team – win or lose – during the World Cup as they go from the star this year.We felt it was important to show the passion and comradery among MNT fans that support El Tri as they go from the star, no matter what – which is what our tagline for this campaign “Vamos Por La Estrella” is all about.Estrella Jalisco is a brand that was born in Jalisco Mexico, so we obviously have an eye toward the Hispanic and Ambicultural consumer. As the brand continues to grow and evolve, we are also looking to expand our audience a bit to a bi-cultural consumer who is looking to discovery a new light but flavorful beer.We’re proud of our heritage and will continue to highlight that . Estrella Jalisco has a great flavor profile that consumer’s love and we are getting the media and sponsorship investment from Anheuser-Busch to grow this brand. With this new campaign and the ability to use the beautiful MNT and World Cup marks in both our creative, trade materials and packaging, we believe Estrella Jalisco is the Mexican Import brand to watch in 2018.“According to Krug, Estrella Jalisco’s main goal is to continue to gain awareness as the brand grows and enters new geographic areas. There are certain elements of Estrella Jalisco creative and media buys that target the Bi-Cultural Hispanic audience. Additionally, the brand knows the FIFA World Cup and Mexican National Team marks will help in that regard as well. The FIFA World Cup is going to be a huge pillar of Estrella Jalisco’s  marketing strategy in 2018 – having started in March all the way through July. “Engaging with the Hispanic and Ambicultural consumer is a place where some marketers can slip up. We must really understand who our consumer is, what they are passionate about and where they spend their time to make sure we design communication, experiences and use media in a way that they will best engage with. We also are really trying to diversify our media spend and shift our money into digital and social, while also balancing that with TV, especially during the FIFA World Cup and the Mexican National Team games since we know our consumers will be watching passionately. Consumer media consumption is ever-evolving, so we try to stay as looped in as possible”.

  • Dentsu Aegis

Dentsu Aegis Network has acquired Chilean performance agency, White Label. Following the acquisition, White Label will rebrand to iProspect, the global digital marketing and business performance agency, marking its official launch in Chile. This acquisition provides greater scale for iProspect in Latin America, one of the fastest growing media markets in the world with 110% digital ad spend growth in the last three years (source: eMarketer).Founded in 2012, White Label brings its team of 30 performance marketing specialists to iProspect.iProspect Chile will continue to operate under the leadership of White Label’s founder and Managing Director, Alejandro García, who will report to Iván Pozarski, CEO, Dentsu Aegis Network Chile and Philippe Seignol, President of iProspect in Latin America. This acquisition will significantly increase Dentsu Aegis Network’s brand presence locally and will grow the Chilean team to more than 100 professionals serving more than 70 clients.Financial terms of the transaction were not disclosed.

 

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.

 

What: Portada talked to John Alvarado, Crown Imports Senior Director of Brand Marketing, and a member of Portada’s Sports Marketing Board, about how his company’s brands target young U.S. sports fan.
Why it matters: As the owner of the Corona brand, the top-selling import beer in the U.S., Crown Imports uses sport sponsorships to engage millennial audiences.

John Alvarado“Brands are being challenged when trying to reach their consumers, and sports marketing has historically been a good platform to find a captive audience. However, the challenge right now is the segmentation in the sports world. There are so many sports properties, so many sporting events and the engagement level of the millennial consumer is not the same as it historically has been”, explains John Alvarado, Crown Imports Senior Director of Brand Marketing, and a member of Portada’s sports marketing board.

 

Brands are being challenged when trying to reach their consumers, and sports marketing has historically been a good platform to find a captive audience.

According to Alvarado, “A young Hispanic millennial in the U.S., for example, could be watching a soccer game on TV, at the same time he is tweeting about it, sharing information with his friends, and watching what is going on in other sports. This happens all at the same time.”

¿How can a Brand Reach the Younger Consumer through All Touch Points?

What has worked best for Crown Imports, owner of the Corona brand, the top-selling import in the U.S., and other beer brands like Modelo Especial, Victoria, and Pacífico, is a 360 degrees strategy. Doing this means having a great knowledge of the targeted market’s habits, and preferences, to know where to be, and when to be there.

Corona“We have found it very successful to leverage various media platforms and innovating points versus just trying to be at one place. Multiple 360 holistic approaches have allowed Corona to really connect with consumers across multiple touch points around sports. Because consumers are engaging with their sports teams or sports properties in different ways”, adds Alvarado.

Leveraging multiple 360 holistic approaches has allowed Corona to really connect with consumers across multiple touch points around sports.

Although traditional TV advertising still is key for the company, to really cover all possible touch points Crown Imports has chosen a strategic multiplatform approach with a presence on mobile, tablets, and computers, with emphasis on social media. All of this, without forgetting the offline experience.

“First of all, we need to do research in terms of understanding how consumers are interacting with different sports properties and sports events. After that we need to find a way to make sense for our brands to engage with them around those different touch points”, explains Alvarado.

We need to do our research in terms of understanding how consumers are interacting with different sports properties and sports events.

There is one thing about sports marketing that won’t change: the passion that a sport awakens in a fan is the emotion brands want to connect their consumers with. The challenge is to stick out, among all the brands which are using the same connection. To do so, Alvarado sees one option: link the brand to experiences.

Also read Crown Imports’ John Alvarado: “The Latinization of America is a great opportunity to tap the Hispanic consumer”

“In boxing, for example, around a week before the fight, the audience wants to live a meaningful experience, inside of the boxers. They want to know about boxing strategies or information that is little available. Once you get closer to the day of the event, you can upgrade the experience of seeing the boxing belt, that is something very simple but the multicultural millennial consumer really likes to share this on its social channels, and let everyone know what he is experiencing”, says Alvarado.

Subscribe to Portada daily Sports Marketing Updates!

This is Alvarado’s three-step strategy to reach young, multicultural, sports fans

  1. Identify the property or sports platform that engages your target consumer. It doesn’t have to be for every consumer out there. Be thoughtful of who you really are trying to engage, and find that property that will allow you to do so.
  2. Find out how consumers are engaging around that property and think about it weeks before of the day of the game. Don’t just wait until the last day. This way, you can maximize your engagement for consumers, but also your investment.
  3. Fans are looking for meaningful and authentic experiences. Multicultural and millennial consumers are used to being advertised to, and they recognize when they are and they are fine with that. Find out how you can bring the brand’s assets to life, in a way that is meaningful to them.

CHECK OUT: Coca Cola’s Alban Dechelotte: “It’s Natural to Celebrate eSports Fans no differently than any other Passion Point.”

What: Uniform manufacturers, banks, cement companies, and casinos top the list of Mexican soccer sponsors.
Why it matters: Knowing what Mexican brands are targeting Mexican soccer fans also offers interesting clues about brand affinity of Mexican-Americans in the U.S. In addition, having the exclusive for making and selling team uniforms, or having your beer logo on a team jersey – in addition to selling the beverage at the stadium – are profitable investments for brands, even if sponsorship figures for Mexican soccer remain undisclosed.

descarga (7)Liga Mx, which according to statistics is followed by at least 60% of the Mexican population, has a series of sponsoring brands that are split among those which produce team uniforms, and those which stamp their names or logos on the garments used by the players on each of the 18 teams that make up the largest Mexican soccer league.

First are the brands that manufacture and provide the teams with their uniforms:

Puma leads the league with five teams (Atlas, Santos, Monterrey, Guadalajara, and Querétaro); Charly with three clubs (Veracruz, Puebla, and Chiapas); Nike with three teams (Pumas, América, and Pachuca); Pirma with two clubs (Morelia and Leon); Under Armour with two teams (Cruz Azul and Toluca); Adidas with two clubs (Tigres and Tijuana), and Umbro with one team (Necaxa).

The dollar value of the sponsorships is guarded with great secrecy, and neither the brands nor the teams generally divulge the numbers that grant them the exclusive rights to the manufacture and sale of team jerseys. With retail prices that range from 900 to 1,300 pesos, it translates into a very profitable business for sponsors.

 

Las marcas que visten a los equipos de la Liga MX
Marca Equipo
Puma Atlas
Santos
Monterrey
Guadalajara
Querétaro
Charly Veracruz
Puebla
Chiapas
Nike Pumas
América
Pachuca
Pirma Morelia
León
Under Armour Cruz Azul
Toluca
Adidas Tigres
Tijuana
Humbro Necaxa

descarga (8)But even when sportswear brands are globally renowned, industry experts say that the crux of the sponsorship business is not in who makes the uniforms, but in the brand that supports each of the teams – and whose logo appears on team jerseys – as is the case of beer brands in markets like Germany, Brazil, and  Mexico.

The relationship between beer and soccer fans does not seem to be a coincidence, since the three countries (Mexico, Brazil and Germany) are the most important beer producers. Beer has thus become the sponsor of such important sports events as the Super Bowl, Europe’s Champions League, Formula One, and Mexico’s Liga Mx.

When the Liga Mx championship was defined, the Tigres wore the Tecate brand on their jersey, while the América wore the Corona brand. As all the fans know today, the corona or crown, was taken by the Nuevo León team.

Liga MX Beer Brand Sponsors
Brand Team
Corona Atlas
Corona Santos
Tecate Monterrey
Tecate Guadalajara
Corona Querétaro
Tecate Veracruz
Corona Puebla
Corona Chiapas
_______ Pumas
Corona América
Corona Pachuca
Corona Morelia
Corona León
Tecate Cruz Azul
Corona Toluca
Tecate Tigres
Bud Light Tijuana
Corona Necaxa

But other brands also want the attention their product would get by being printed on a uniform. This is the case with cement companies that sponsor their own teams, such as Cruz Azul, Cementos Fortaleza (Pachuca), and Cemex (Tigres); banks such as Banamex (Toluca and Pumas), BBVA Bancomer (Monterrey), Multiva (Querétaro), and Compartamos Banco (Chiapas); and, most recently, casino chain Caliente.

In fact, Caliente – which includes the online betting site Caliente.mx – is the brand that arrived in mid-2016 and went on to become one of the main sponsors of Mexican soccer, with its support of four teams: Tijuana, Puebla , Morelia, and Chiapas, and is poised to increase its sponsorship efforts starting in the second half of 2017.

Debora Montesinos contributed in this article

 

 

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  347-961-9516 or e-mail him at jennifer@portada-online.comSEE A DEMO OF THE DIRECTORY!

:::  Grupo Modelo ::: Nissan ::: Corona ::: Colgate ::: Exactian :::

  • Grupo Modelo

grupo_modelo_400x400 Grupo Modelo will export 40 percent of the 5 million hectoliters of its initial production in its new plant in Yucatan, initially to North and South America, and, eventually, to Europe and Africa. The facilities located in Hunucmá include beer and aluminum can plants. Its construction  will end on February 2017. The project, which involves a 5 billion pesos investment (aproximately US$ 300 million), was announced in early 2015. The construction of the Yucatan Brewery will generate 700 direct jobs in the construction phase, thousands of indirect jobs in supply chain and more than 400 permanent direct jobs in the operational phase.The  new factory will become Grupo Modelo’s brewer number 8 in Mexican territory and will produce brands like Montejo, Leon, Victoria,among others. Grupo modelo has seven brewing plants in Mexico: Torreón, Coahuila; Guadalajara, Jalisco; Mazatlán,Sinaloa; Tuxtepec, Oaxaca; Ciudad Obregón, Sonora; Zacatecas, Zacatecas and Mexico City.

  • Nissan

9MmPsdT1_400x400Nissan Motor Co will start selling the new Kicks crossover in Latin America this year.Nissan is investing 750 million reais (US$186 million) in the Resende plant, about 100 miles (160 km) northwest of Rio de Janeiro, to build the crossover based on a concept vehicle at the 2014 Sao Paulo Auto Show.After starting production, Nissan plans to hire 600 new employees and open a second shift at the factory, which currently makes the compact cars March and Versa, according to a company statement.Nissan’s plans to hire come after carmakers in Brazil cut nearly one in 10 workers last year, deepening the industry’s worst crisis in decades as auto sales plunged by a quarter.Brazil is one of the world’s five biggest auto markets and a major base of operations for Fiat Chrysler Automobiles NV, Volkswagen AG, General Motors Co and Ford Motor Co.

  • Corona

HtP3DpY7_400x400With the “90th Birthday” spot created by the Mexican subsidiary of Leo Burnett and Argentinian producer Landia, Corona beer celebrates its ninety years, according to Adlatina. The spot narrates the life of a young Mexican who walks the world without borders or prejudices. Thus, with the influence of director Rodrigo Saavedra from Landia producer, the brand makes a direct analogy between its history and the man who tells his own. He visits countries, crosses different seas, beyond any language or cultural barrier to enter the heart of every person. The one minute and a half spot goes through different scenarios ranging from Mexico to the Chinese wall. Upon completion, the commercial shows a celebration party for Corona’s birthday in which the protagonist walks and finds several of the characters he met in his travels.

  • “Water” by Colgate

descargaWith the help of Young & Rubicam Peru, Colgate will be part of the next Super Bowl through  a 30-second spot called “Water” released in 2014, according Adlatina. On February 7, during the final match of the NFL championship an adaptation of the original 30-second commercial which lasts over a minute will be released. The ad will air during halftime. The aim of the piece is to draw attention to the millions of people who waste water leaving the tap open while brushing their teeth. The spot is an effort of Erick Rivera and Jose Galvan creative duo for the brand in Latin America.

  • Exactian

574cfd35c4e1b6e2ae6e3e2be01031a5_400x400Exactian Consulting consolidates its presence abroad with partners in the United States, Chile, Colombia, Peru and Bolivia. The soft Exactian allows document management and termination of outsourced staff. Among the partners abroad include companies like TISA, with operational base in Houston (Texas), which works on projects in Oil & Gas. In Bolivia, the strategic alliance is with Bohm Hubaide Studio. In Peru, Chile and Colombia the partnership is the TAWA group, linked to the mining sector. In Argentina, the local partners are PWC, BDO, Cona Consultants and Diprem.

What: Brazilian beer brand Skol is the most valuable brand in Latin America, with 20% growth in 2015, taking its brand value to US$8.5bn. Last year’s number one Corona moves to second position with growth of 6% to US$8.5bn.
Why it matters: The ranking is once again dominated by Mexican brands with their contribution by value rising from 33% last year to 37% in 2015, led by the strong performance of Corona, Telcel and Televisa.Value of the top 50 increases 2% despite region’s economic struggles.

For the first time, Brazilian beer brand Skol is the most valuable brand in Latin America, according to the fourth annual BrandZ™ Top 50 Most Valuable Latin American Brands ranking announced by WPP and Millward Brown. The AB InBev beer brand has risen 20% in 2015, taking its brand value to US$8.5bn. Corona, last year’s number one moves to second position with growth of 6% to US$8.5bn.

The ranking reveals that Latin America’s leading brands have continued to defy tough economic conditions, growing the Top 50’s cumulative value to US$132bn, an increase of 2% in US dollar terms. The BrandZ™ Top 50 has consistently outperformed local stock indexes and 2015 was no exception. By comparison, a composite index from the six key exchanges in the region dropped by 14% this year. This proves the importance of investing in brands even in hard times.

The BrandZ Top 10 Most Valuable Latin American Brands 2015

Rank 2015 Brand Category Brand Value 2015($M) Brand Value Change YoY Rank Change  YoY Country
1 Skol Beer 8,500 20% +1 Brazil
2 Corona Beer 8,476 6% −1 Mexico
3 Telcec Communication Provider 6,174 16% +1 Mexico
4 Bradesco Financial Institution 5,202 25% +1 Brazil
5 Falavella Retail 4,709 -23% −2 Chile
6 Televisa Communication Provider 4,423 22% +1 Mexico
7 Itaú Financial Institution 4,315 28% +6 Brazil
8 Brahma Beer 4,185 17% 0 Brazil
9 Aguila Beer 3,672 3% 0 Colombia
10 Modelo Beer 3,604 4% 0 Mexico

The ranking is once again dominated by Mexican brands with their contribution by value rising from 33% last year to 37% in 2015, led by the strong performance of Corona, Telcel and Televisa.

  • Brazilian brands took 24% of the listing value, with Beer, Food and Personal Care brands contributing 47% of that total.
  • Chile lost share down to 15% from 20% in 2014.
  • Colombia declined one point year on year to 15%.
  • while Peru and Argentina both gained a single point to contribute 5% and 2% of the total value respectively.

Take a look at  the Top Content Marketing Campaign finalistsThe Award Winner will be announced at the Award Ceremony during #Portadalat in Miami on June 3-4.

Latam-Awards-450x253

  • Havas Media International/ Carolina Herrera “Un Viaje por los Sentidos”

hqdefaultHavas in partnership with Discovery, created a program that took consumers on a journey through the senses, to find out what inspires a new fragrance. Carolina Herrera Jr, the creator behind successful fragrances such as Carolina Herrera and VIP our host. Audiences engaged and interacted with content via TV and digital, resulting in increases purchase intent across markets (regional average 8%), consolidating Carolina Herrera as the market leader.

  • Corona

Untitled-117In 2014 there was only one thing on the world´s mind: FIFA’s World Cup. Every company was talking about it, and Corona needed to stand out. The challenge was to rise and own it. The brand developed an integrated campaign to create the biggest promotion of history: sending +100 Mexicans to Brazil. After the campaign Corona became the most associated brand with World Cup and its sales increased by 16%.

  • Nickelodeon/Kellogg’s: “Agents of Change” Campaign

Nick-and-Choco-Logo-250x250Nickelodeon and Kellogg’s partnered to produce a pro-social content campaign: “Agents of Change”.

The campaign produced high quality content featured both on-air and online, as well as Orange Carpet and On-the-Ground activations. It received over US$2M in press coverage, garnered 1M votes in KCA Mexico and KCA Colombia, and attracted more than 400 participants. The campaign promoted content intended to stimulate kids creativity and empower them to create innovative change in their communities.

The campaign intended to praise kids pro-social concern to be influential in improving the world which was perfectly aligned with Kellogg´s marketing objective.

We just published the agendas for #Portadalat the Latin Online Video Forum (June 3 in the morning) and the 7th Annual LatAm Advertising and Media Summit (June 3 afternoon and June 4).

Early Bird Tickets expire this Friday April 17! Register at Early Bird Price!

#Portadalat

The preliminary Agenda highlights include presentations by key brand marketers such as Jon Suarez Davis, VP Global Media Strategy, Kellogg Company and Denisse Guerra, Regional Marketing Director Latin America, The Estee Lauder Companies on the theme of “Building Brand Leadership in a disruptive World”; a sports marketing panel which will include Jorge Inda-Meza, Marketing Director at Corona Bud Light, Anheuser-Busch Inbev as well as several sessions with key global and Latin American players (e.g. Charlie Hunter Schyff, Head of Planning & Insights, Mobile Advertising, at Telefonica, and MediaMath Founder Erich Wasserman) who will analyze the opportunities that Ad-Technologies face in Latin America.

Early Bird Tickets expire this Friday April 17! Register at Early Bird Price!

New panels and presentations will be added soon, including:
Luxury Goods and Services in Latin America with major Brand Marketers who will provide an-depth analysis and actionable insights about this all-important sector
TV Everywhere’s  evolution in  Latin America
Latin Youtube Stars
and more…

Other major speakers that have confirmed their participation include:
Tomas Salvagni, Managing Director Sales and Marketing, GRUPO CLARIN
Fernando Monedero, Head of Digital for Latin America, MEDIAEDGE
Maya Kosovalic, Digital and Media Communications Manager, L’Oreal
Carlos Espíndola Gerente eHub Latinoamérica, 3M
Manuel Medina Riverroll , Marketing Director, Bayer Mexico
Ruben Leo Sarmiento, Marketing Director, Genomma Lab

Early Bird Tickets expire this Friday April 17! Register at Early Bird Price!

We just published the agendas for #Portadalat the Latin Online Video Forum (June 3 in the morning) and the 7th Annual LatAm Advertising and Media Summit (June 3 afternoon and June 4).

We have extended the Early Bird period until tomorrow Tuesday April 21 COB.  Make sure to register at Early Bird Price!

#Portadalat

The preliminary Agenda highlights include presentations by key brand marketers such as Jon Suarez Davis, VP Global Media Strategy, Kellogg Company and Denisse Guerra, Regional Marketing Director Latin America, The Estee Lauder Companies on the theme of “Building Brand Leadership in a disruptive World”; a sports marketing panel which will include Jorge Inda-Meza, Marketing Director at Corona Bud Light, Anheuser-Busch Inbev as well as several sessions with key global and Latin American players (e.g. Charlie Hunter Schyff, Head of Planning & Insights, Mobile Advertising, at Telefonica, and MediaMath Founder Erich Wasserman) who will analyze the opportunities that Ad-Technologies face in Latin America.

We have extended the Early Bird period until tomorrow Tuesday April 21 COB.  Make sure to register at Early Bird Price!

New panels and presentations will be added soon, including:
Luxury Goods and Services in Latin America with major Brand Marketers who will provide an-depth analysis and actionable insights about this all-important sector
TV Everywhere’s  evolution in  Latin America
Latin Youtube Stars
and more…

Other major speakers that have confirmed their participation include:
Tomas Salvagni, Managing Director Sales and Marketing, GRUPO CLARIN
Fernando Monedero, Head of Digital for Latin America, MEDIAEDGE
Maya Kosovalic, Digital and Media Communications Manager, L’Oreal
Carlos Espíndola Gerente eHub Latinoamérica, 3M
Manuel Medina Riverroll , Marketing Director, Bayer Mexico
Ruben Leo Sarmiento, Marketing Director, Genomma Lab

We have extended the Early Bird period until tomorrow Tuesday April 21 COB.  Make sure to register at Early Bird Price!

An exciting announcement about our upcoming #Portadalat Events in Miami on June 3-4. Jorge Inda-Meza, Marketing Director at Corona Bud Light, Anheuser-Busch Inbev, and based in Mexico City, has been added to a star-studded speaker Roster. The Latin Online Video Forum and the 7th Annual Latin American Advertising and Media Summit will take place in Miami’s Hyatt Regency Hotel on June 3 and 4. Jorge Inda is one of the main architects behind Corona’s Sports Marketing and Entertainment strategy and will be joining other major brand marketing and Ad-Tech stars including:

CHARLIE HUNTER-SCHYFF, Head of Planning & Insights, Mobile Advertising, TELEFÓNICA
JON SUAREZ DAVIS, VP, Global Media & Digital Strategy, KELLOGG COMPANY
TOMAS SALVAGNI, Managing Director Sales and Marketing, GRUPO CLARIN
ERICH WASSERMAN, Co-Founder, Chief Revenue Officer, MEDIAMATH
FERNANDO MONEDERO, Head of Digital for Latin America, MEDIAEDGE
RUBEN LEO SARMIENTO,Marketing/Digital Marketing Director / Mexico & International, GENOMMA LAB
and many more…

Early bird expires this Friday April 17! Make sure to buy your ticket at the Early Bird Price!

 

An exciting announcement about our upcoming #Portadalat Events in Miami on June 3-4. Jorge Inda-Meza, Marketing Director at Corona Bud Light, Anheuser-Busch Inbev, and based in Mexico City, has been added to a star-studded speaker Roster. The Latin Online Video Forum and the 7th Annual Latin American Advertising and Media Summit will take place in Miami’s Hyatt Regency Hotel on June 3 and 4. Jorge Inda is one of the main architects behind Corona’s Sports Marketing and Entertainment strategy and will be joining other major brand marketing and Ad-Tech stars including:

CHARLIE HUNTER-SCHYFF, Head of Planning & Insights, Mobile Advertising, TELEFÓNICA
JON SUAREZ DAVIS, VP, Global Media & Digital Strategy, KELLOGG COMPANY
TOMAS SALVAGNI, Managing Director Sales and Marketing, GRUPO CLARIN
ERICH WASSERMAN, Co-Founder, Chief Revenue Officer, MEDIAMATH
FERNANDO MONEDERO, Head of Digital for Latin America, MEDIAEDGE
RUBEN LEO SARMIENTO,Marketing/Digital Marketing Director / Mexico & International, GENOMMA LAB
and many more…

Early bird expires next week! Make sure to buy your ticket at the Early Bird Price!

 

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 COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: LAN Colombia – Global Mind ::: Unilever – Big Sync ::: Axe – 72andSunny :::  JWT – Mirum ::: BridgerConway – Corona :::

  • LAN Colombia

hNStmKLY_400x400LAN Colombia has choosen Global Mind as its Digital Performance Agency. The agency won after competing against several agencies, thanks to its long history of working in the travel and tourism industry. The agency will bring to the table their extensive experience of these industries both in Colombia and throughout the Latin American region. Global Mind will manage performance campaigns for LAN in Colombia, including strategies for SEO, SEM, Display, Remarketing and Programmatic purchase. The goal for the agency is to boost online sales using the latest tools and technologies available in the market, reaching a micro segmentation of audiences to strengthen the knowledge of users and develop specific strategies for each customer segment.

  • Unilever

3407a64e5eef72213e5c55b38479cb74_400x400The global CPG giant is looking to place more attention to the “value of music” in its advertising.For this reason, the company has hired specialist music agency Big Sync as the single supplier for its music services across brands globally. Led by CEO Dominic Caisley, the agency will be responsible for delivering music strategy, licensing services, and amplifying brands’ use of music.Big Sync will work with Unilever’s brand teams and creative agencies to implement strategic planning in the use of music, and Bartsch is confident that new system will deliver enhanced brand performance.Big Sync has been working with Unilever for 18 months, and has already completed 650 global projects, including the Axe campaign featuring a cover of Guns N’ Roses classic track ‘Welcome to the Jungle’.The agency has offices in London, New York and Singapore, and it planning to open further offices in Europe and South American later this year to help match Unilever’s international footprint.

  • Axe

descarga (4)72andSunny has won global creative work for Unilever’s Axe account. which will lead the account out of its Amsterdam office. The agency will begin work immediately. The assignment  will include a “significant global project.” 72andSunny is expected to be leading creative going forward. The review was handled without a consultant.Global creative duties on Axe up to now have been split between BBH in London and New York and Lowe and Partners’ Ponce, Buenos Aries. Unilever will continue to work with other incumbent agencies for Axe. BBH also handles work for Unilever’s Vaseline and Dove Men.The hire comes as Unilever is set to review its massive media buying and planning account.

  •  Mirum

descargaJWT Company has announced the launch of Mirum, a global company made up of 11 digital agencies with 40 offices in 17 countries worldwide. Dan Khabie will serve as CEO of the new company both in North America and globally and will report to Gustavo Martinez, Global CEO of JWT working between the East and Western Coast of United states. Stefano Zunino, Global Digital Manager of JWT will serve as president. Among current clients of the firm are CBRE, Cyrela, DaumKakao, Finnnair, HSBC, revista Luiza, Mazda, Microsoft, Nokia, Petcov, el Consejo de Promoción Turística de Singapur , TD Bank, Walmart and XL, among others. Mirum companies include Digitaria (United States), XM (Asia Pacific), CASA (Brazil), ActivearkJWT (Finland, Sweden, India and the UK) and Twist Image (Canada). Lunchbox (United States), i-Cherry (Brazil), HeathWallace (UK), Quirk (South Africa and UK), Clarus (Mexico) and X-Prime (France) will also be integrated to Mirum. The new company capabilities include strategic advice, creativity, content, user experience, platforms, analytics, knowledge (insights), product development and mobile services. It also has a range of digital retail, media and financial behavior services.

  • Corona

3L4xhFR6_400x400BridgerConway has been chosen by AB InBev group to add the Corona brand to its portfolio. The agency is already working along with Corona on the global initiative, which claims “Find Your Beach”, a concept that “reflects those authentic moments real and significant places that remain in our memory and connect people with their free expression “they explain. BridgerConway has adapted graphic pieces, advertising signs on  public roads, design and production of murals, BTL activations production, content for Social Media and more for the brand’s PDV.

What: Corona Light on draft will expand nationally and Corona Extra on draft will be introduced in three US test markets.
Why it matters: Corona Light draft will be made available in more than 35 US markets to appeal to millennial and Hispanic consumers. Corona Extra will be introduced in 3 markets. Corona Light draft will be featured in two television commercials during its March rollout and again in the summer selling season. Horizon Media is Corona’s agency of record.

coronaLooking to boost its presence on draft in bars and restaurants, Corona is planning to expand Corona Light on draft nationally, and to introduce Corona Extra on draft in test markets.

Corona Light draft has already been launched in more than 35 US markets in 2012-2013 and continues to outdo the light category after a 2.9 percent sales increase in 2013 and a sales increase in 18 of the last 19 years.Corona Light draft will focus on appealing to light beer drinkers who want a more premium experience. Particularly, to millennial and Hispanic consumers that have continued to identify with the iconic brand, as studies suggest that millennial tend to prefer beer on draft. These studies also indicate that 25% of Hispanic consumers have chosen Corona Extra as their favorite beer. In previous roll out markets, the presence of Corona Light draft contributed to a brand trend that is 12 percent better than non-Corona Light draft markets.

 Draft beer accounts for approximately 10% of the industry as a whole. 

The introduction of Corona Extra on draft will be a historic moment for the brand and to celebrate this historic milestone the brand will make the draft available in three US markets, beginning March 10. The brand will be watching closely to understand the impact on the marketplace. On the other side, Corona Light draft will be made available in more than 35 US markets, including New York City, Chicago, Los Angeles and Dallas beginning also March 10. The timing allows the brand to boost its draft presence in advance of the Cinco de Mayo holiday and the crucial summer selling season. Corona Light draft will be featured in two television commercials during its March rollout and again in the summer selling season with a marketing campaign that shows Corona Light as the beer for “when you’re ready for a light beer that tastes like a beer.”

The company is not aiming to switch a Corona Extra bottle drinker to draft.That is why every Corona Light and Corona Extra served on draft will come with a lime right on the glass. “With draft beer accounting for approximately 10 percent of the industry as a whole we’re excited about the growth opportunity with both Corona Light and Corona Extra on draft,” said Jim Sabia, chief marketing officer for Crown Imports, exclusive U.S. importer of Corona Light and Corona Extra.

Corona, a Crown Imports brand also bets on the Latinization of America as Hispanic tastes and customs are gradually adopted by the general population. over by the general population.