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

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The Coca-Cola Company has named Rafael Prandini marketing vicepresident for the business unit Latin Center.  Prior to this, the executive was marketing director of  non carbonated drinks.





Guillermo Giménez y Brotons will go back to Mexico to be the new integrated marketing communications director of Coca-Cola, company where he has been working for 19 years.






Audi has appointed Cláudio Rawicz as its new communications director for Brazil. He comes from companies like Fiat, Iveco and Groupe Renault.






Nadine Pavlovsky is the new CMO of DirecTV. Prevously, the executive held the role of marketing VP since 2012.






Google Peru has named Julian Coulter as their new general manager. Coulter arrived to South America in 2012 and before this, worked at SABMiller.






Leonidas Rojas is the new director for Comscore Southern Cone. Rojas will be responsible for the company strategy in that region.







Cencosud has appointed Aldo Espejo Gomi marketing manager for supermarkets. The executive joined the company after leading for two years the marketing area in the retail division of Grupo Celima Trebol.







What: AT&T will file a registration statement for a U.S. IPO of shares in DirecTV Latin America.
Why it matters: A stock offering for Vrio could bring in up to US $100 million in proceeds and help AT&T to pay down debt as it tries to close the acquisition of Time Warner.

AT&T has decided to file a registration statement for a U.S. initial public offering (IPO) of shares in DirecTV Latin America. Variety reported a stock offering for Vrio Corp., AT&T’s holding company for its Latin American digital entertainment services unit, could bring in up to US $100 million in proceeds. Vrio’s holdings include AT&T’s satellite businesses in South American and the Caribbean, and its assets have been valued at more than US $10 billion.

AT&T is looking at the IPO and potential spinoff to pay down debt as it aims to close the acquisition of Time Warner, which analysts say will push the telco’s debt load to more than US $180 billion.

By the end of 2017, DirecTV Latin America had about 13.6 million subscribers in South America and the Caribbean. AT&T cited relatively low penetration of broadband in South America and lower internet-access speeds as limiting Vrio’s exposure to competitive threats of OTT streaming video services.

AT&T would retain majority voting control of Vrio post-IPO. The telco plans to request for a ruling from the IRS that would let AT&T pursue a tax-free spin-off of its remaining interest in common stock following the IPO. However, there’s no guarantee the IRS will grant such a ruling or even that AT&T will decide to proceed with a spinoff of Vrio.

Vrio’s businesses operate in eight South American countries and three Caribbean countries: Brazil, under the Sky brand; and, under the DirecTV brand, in Barbados, Colombia, Curaçao, Ecuador, Trinidad and Tobago, Venezuela, Argentina, Chile, Peru, and Uruguay.

Goldman Sachs, J.P. Morgan Securities, Citigroup and Morgan Stanley will act as the joint book-running managers for the IPO.

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

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

 :::  P&G ::: Schneider ::: British Airways (BA) – SapientNitro ::: Mercado Libre – Ponce  ::: DirectTV – Carlos and Dario  :::

Click here for prior Latam Sales Leads issues

  • P&G

kYrPoJnL_400x400Procter & Gamble Co. is planning to cut at least US$500 million from agency fees under a new drive to reduce the number of agencies it works with. P&G total spending on agency fees is estimated at around US$1 billion. The move comes as P&G’s top-line results disappointed Wall Street, with organic revenue growth rising 1% last quarter, below the 2% projected by many analysts, and as P&G plans to step up its headcount reductions. By the end of the current fiscal year in June, P&G would hit the high end of its current plan to have reduced non-manufacturing headcount by 22% over two years. Now, it’s stepping up planned job cuts to a 25% to 30% reduction by the end of next fiscal year, exclusive of the impact of divestitures.The firm has already announced divestitures include Iams, Duracell, DDF, the Ace bleach business overseas and a number of small fragrance brands, such as the Avril Lavigne license.


  • Schneider/ Argentina

descarga (5)Ogilvy & Mather Argentina has developed a new campaign for the beer brand Schneider.The new campaign is aligned with the brand message: “Growing takes time and making a great beer too”. The spot shows different sittuations in which today’s world does not help men on the slightest to grow.

  • imagesBritish Airways (BA) has appointed SapientNitro to manage the airline’s creative technology and social media business.SapientNitro won the account in a final-two way pitch against incumbent OgilvyOne.Sapient will be responsible for running the airline’s digital platforms including the main BA.com website and its social media accounts.
  •  Mercado Libre/Argentina

95250957ca13505b8668022fcc830da5_reasonably_smallMercado Libre has chosen agency Ponce to work on the brand’s communications. The  online sales company has presence in several countries in Latin America and the agency will be responsible for reaching them.



  • DirecTV / Argentina

dPNMvBKi_400x400For the second time, DirectTV has chosen agency Carlos and Dario to continue working in their regional communication strategy. The assignment came after a pitch. Apart from DirecTV, the agency works for brands like Avenida.com, El Gran DT, Pepsico, Catena Zapata, V EnergyDrink and News.

A recap of major news on the marketing and media front from around the web compiled by Portada Digital Media Correspondent Susan Kuchinskas.

Heritage of conscious consumption

NielsenNielsen celebrates “conscious consumers” during Hispanic Heritage month, with vignettes of real consumers appearing every Monday on its Multicultural YouTube channel from September 15 through October 15. The series features responsible shoppers, that is, ones who research companies prior to making a purchase and who are social change agents for their communities. The videos include interviews with featured consumers, scenes from their daily life and stats from Nielsen. The public is encouraged to take part in the conversation by using the hashtag #ConsciousConsumer.

Hispanics like digital

Another item in the not-so-late-breaking news department: The YuMe and SMG Multicultural survey finds US Hispanics are an emerging force in digital video interaction. Okay, we knew that, but stats to back it up are always welcome. According to the survey of 12,100 consumers, Hispanic households spend 68 percent more time watching digital videos compared to non-Hispanics. For a meatier take, read Carolina Re’s interview with the YuMe research team. You can download the whole research report here.

Targeted videos increase engagement 4.5X

Here’s an eye-opening stat: According to Nicholas Segura, owner of Somos marketing agency, when he produces and publishes videos for clients, their nonpaid, organic engagement goes up 450 percent per video. Segura talked to the Kansas City Star about why the total market approach won’t work.

XoomXoom Campaign Highlights Customer Stories

Digital money transfer service Xoom launched a new campaign with two TV spots. The Spanish-language campaign highlights the reliability and convenience of its service for sending money abroad.

YaVeo aims at mobile Millennials

DirecTV is lining up content for a new, over-the-top service aimed at Hispanics – and it’s just inked a deal with Univision, according to Reuters. The online video service, to be called YaVeo, will be aimed at digital-video hungry Millennials.

Content connection

Camille Padilla Dalmau gives the five best tips for content marketing to Hispanics. While they’re not surprising, they can’t be reiterated enough, can they?

What:  DirecTV will launch an online video service called YaVeo , exclusively catering to Hispanic consumers, by the end of this year. Univision will be DirecTV’s  new service major content supplier.
Why it matters: DirecTV’s “YaVeo”, joins a growing number of companies (Viacom. Sony, Verizon) signing deals with media companies to offer content for new online video services.

imagesFollowing announcements from Sony, Verizon and Dish, DirecTV CEO Mike White said in a recent Financial Analysts Conference that the company is creating and close to launch an online video service by the end of this year.
However, DirecTV’s service will vary from the three others in that it will specifically target Hispanics, and will be called YaVeo , which translates to “Now I see.”

“There’s an ethnic opportunity,” noted White. Through a licensing deal, the service is expected to niche programming for a minimal price, with Univision as a major content supplier. The deal is expected to close by 2015.

Univision’s content would be a crucial offering for DirecTV’s online service, as it will help the satellite operator to offset smaller rival Dish Network Corp (DISH.O), which is creating a multichannel Internet TV service that would be a cheaper alternative to traditional cable and satellite services. Still, Univision didn’t specify whether this deal will include its’ linear channels or just access to its on-demand content. In addition to Univision, DirecTV may be in talks with other Spanish language media companies to supply content for the service.

The Hispanic service would be the first of a series of lower-priced niche online channels CEO Mike White has said the satellite provider would launch. However, It’s not clear yet how the service would function or look like. It is uncertain whether it would be ad-supported and/or subscription based, or even if it would offer live linear channels or on-demand access to telenovelas and other Spanish-language content.

The Hispanic service would be the first of a series of lower-priced niche online channels DirecTV will be launching.

Both the multichannel Dish offering and the more targeted DirecTV service are aimed at potential subscribers for whom traditional satellite service is too expensive.

Entiring the “niche” OTT space

Going after a Spanish-language audience makes a lot of sense for DirecTV. Not only is the size of this audience growing but also Latinos watch 90 minutes more online video per month than the average U.S. consumer, according to a recent Nielsen report. Focusing on Spanish-language content will also help DirecTV avoid directly competing with either Netflix or traditional TV services, both of which can be very expensive. That’s why other big operators, including Comcast and AT&T, are increasingly looking to niche programming for their online efforts as well.

Not only is the size of this audience growing but also Latinos watch 90 minutes more online video per month than the average U.S. consumer

descarga (1)White also discussed the AT+T acquisition made earlier this year. DirecTV, which has accepted a US $48.5 billion takeover offer from AT&T Inc (T.N), secured Internet rights to Univision content as part of a previously disclosed agreement signed in March 2013. DirecTV’s Latino video service could be a good complement to AT&T’s own niche video plans, should the acquisition be approved by regulators.

DirecTV’s “YaVeo”, joins a growing number of companies signing deals with media companies to offer content for new online services. Viacom and Sony announced on Sept. 10 an agreement for Viacom’s 22 cable channels, including MTV and Nickelodeon, to be offered online through Sony Internet-connected devices. Verizon Communications Inc (VZ.N) CEO Lowell McAdam said on Thursday that the telecoms provider plans to launch an Internet-based television service in the first half of 2015.Dish plans to offer a service by the end of the year, as the company has signed deals with Disney and A&E Networks to provide ESPN, the Disney Channel and Lifetime, among others.

Hulu today is premiering the English-language drama East Los High, a 24-episode fiction series set in a Los Angeles high-school. The series premieres June 3 and is being billed as a “Hulu original series.”

East Los High is the brainchild of producer/director Carlos Portugal, who according to press reports, had three “no’s” for the writers: No gardeners, no gang members and no maids. The series recounts a love triangle among a group of Latino teenagers, and as of today is available on both Hulu and Hulu Latino.

Hulu, the video service launched in 2011 by News Corp and Walt Disney Co., is now being pursued by media powerhouses, including Yahoo, which has offered between $600 million and $800 million for the company, and DirecTV, which according to Reuters, has also come forward with an offer of its own.

Hulu, whose premium service Hulu Plus counts over 4 million subscribers, offers subscribers video content from hundreds of providers, including Hispanic-targeted TV networks Azteca America, Estrella TV, History en Español, NUVOTV, Tr3s, Univision, Galavision and Unimás.

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