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New marketing director for Uber, promotions at PepsiCo & more changing places Latam. People change positions, get promoted or move to other companies. Portada is here to tell you about it. Check out last week’s Changing Places Latam here.

 

New Marketing Director at Uber

new marketing director uberUber has announced the arrival of Felipe Burgaz, who will take on the role of Marketing Director, Latin America. He has three decades of experience in the technology, CPG, and beverage industries, and he’ll be in charge of promoting Uber’s products and services in the 15 markets where it is present. Burgaz previously served as Marketing Director for the Mexican region at Amazon.

 

 

Promotions at PepsiCo

PepsiCo has promoted Ricardo Arias-Nath from SVP / Chief Marketing Officer & GM Beverages Latin American Markets to SVP / Business Strategy and Transformation, Chief of Staff, Latin America. He first joined the company in 2008.

 

 

 

In addition to Ricardo’s promotion, colleague Eric Melis, previously Sr. Marketing Director, Carbonated Soft Drinks Category, Latam Region, has announced a new role at PepsiCo. He is now VP, Marketing, PepsiCo Foods, Central America, Caribbean & Southern Cone.

 

 

 

And More Changing Places Latam

Payment solutions company Ingenico Group Mexico has tapped Rodrigo Islas as its new Marketing and Communication Manager. He previously filled the role of Brand Manager at American Express Mexico.

 

 

 

 

The Coca-Cola Company has promoted Constanza Flores to Senior Director, Fanta Latin America. She first joined the company in 2009 as Knowledge & Insights Director, South America, and most recently served as Marketing Director, Sparkling Beverages, South America.

 

 

 

Consumer confidence has increased in Colombia and Peru, Mexican users are overwhelmed by banking service options and more consumer insights. A summary of the most relevant consumer behavior research. If you’re trying to keep up with the latest happenings, this is your one-stop-shop. Check out the previous Latam consumer insights roundup here.

 

 

  • Retail Marketing firm in-Store Media México has found that 62% of Mexican consumers take the environment into account during purchase decisions. In fact, these shoppers would rather shop at supermarkets or stores that actually care about protecting the planet. The trend also shows consumers’ interest in finding new brands that are committed to the environment at least to a degree.

 

  • However, only 12% of Mexicans recycle all their plastic waste, has found an annual survey by American plastic-based packaging company Hi-Cone and YouGov. Over 5 thousand consumers participated in four countries: Mexico, Spain, U.S. and U.K. While 12% of Mexicans recycle their plastics, this is true for 26% of Americans, 38% of Spaniards, and 45% of Brits interviewed. Finally, 11% said they do not recycle any plastics.

 

  • According to a Global Report on Consumer Confidence by The Conference Board and Nielsen, consumer confidence suffered a slight decrease in Latin America, from 92 points in Q3 2019 to 91 in Q4. However, it increased in Colombia, going from 99 to 102. Chile had the lowest index at 67, Mexico dropped from 98 to 90, and Peru went up from 92 to 97.  

 

  • ICT company Fujitsu‘s global survey “Technology and the New Banking Customer” shows 39% of Mexican finance service users believe the amount of available solutions is overwhelming. In addition, only 33% of respondents believe their bank understands their needs. Two-thirds of consumers (66%) said they plan to reduce their number of bank services providers to one over the next 5 years.

 

 

 

New CEO for LALA, marketing appointments & more changing places Latam. People change positions, get promoted or move to other companies. Portada is here to tell you about it. Check out last week’s Changing Places Latam here.

 

 

Mexican milk company LALA has announced that Arquímedes Celis Ordaz is officially staying as CEO, a position he filled tentatively after the exit of Mauricio Leyva in December 2019. His main responsibility right now is to reassure the company’s investors after a 3% drop in value since December 2018.

 

 

 

Citroën has hired Valère Lourme as Marketing Director for Argentina. She previously led marketing, communications and customer satisfaction at Volvo Group. She has also filled important roles at Renault Trucks and Total.

 

 

 

 

Customer experience solutions company Alorica Inc. has announced that Brian Delaney has joined the company as President of Alorica’s Latin America & Caribbean Operations. In this role, Delaney will oversee 15,000 employees across seven countries in which Alorica operates.

 

 

 

Tech firm Ricoh has promoted Kristal Piccolo to Senior Manager, Product Marketing Strategy, Latin America, reported AdLatina. She first arrived to the company in 2009. Previously, she worked for IBM Venezuela for three years.

 

 

 

 

AB InBev has promoted Pablo Firpo from VP of non-alcoholic beverages for the Rio de la Plata region to President of the same category in Brazil. He has been with the company for 18 years.

 

 

 

 

BBVA Colombia has New CEO, Turismocity Argentina, Viacom´s International Management Restructure & more changing places latAm. People change positions, get promoted or move to other companies. Portada is here to tell you about it. Check out last week’s Changing Places LatAm here.

 

BBVA Colombia has New CEO

BBVA has named Mario Pardo Bayona the new CEO of BBVA in Colombia. He will replace Óscar Cabrera, who is leaving the Group to take on new personal and professional challenges, following a successful career in both Spain and Latin America.

 

 

Mario Garello joins Turismocity Argentina as the new Head of Business Development. Turismocity is a travel search engine for Latin America and other Spanish speaking countries that searches in hundreds of travel websites including hotels, airlines and online travel agents.

 

 

ViacomCBS Inc. Management Restructure of its International Networks Division

ViacomCBS Inc. has unveiled a management restructure of its international networks division. The reorganization will simplify ViacomCBS Networks International into two brand groups and three pan-regional management hubs, reporting to David Lynn, President & CEO of ViacomCBS Networks International (VCNI):

Juan “JC” Acosta will be the third of the division’s senior pan-regional leaders, having recently been promoted to President, ViacomCBS Networks Americas. In this role, Acosta is responsible for the company’s operations across Latin America – including the key markets of Argentina, Brazil and Mexico – as well as in Canada and the US Hispanic market.

 

 

Fiat Chrysler Automobiles (FCA) has named Breno Kamei as director of its US brands in Latin America. Kamei will be responsible for the Chrysler, Dodge and Ram brands in the region. He has been FCA’s head of portfolio, planning, research and competitive intelligence in Latin America since 2017.

 

 

 

 

He succeeds Nicholas Parkes, who has moved to head up the company’s commercial arm in Latin America, with the exception of Argentina and Brazil.

 

 

 

 

 

Flor Yonadi has started a new position as Marketing Associate LATAM at Entravision Communications.

 

 

 

 

 

Santander New Global Head of Peer to Peer Payments

Banco Santander announced the appointment of Trish Burgess as the new global head of Peer to Peer Payments. In this newly created role, Trish will lead the strategy and deployment of peer to peer (P2P) payments worldwide, bringing new payment services to customers that are fast, simple and safe to use.Trish Burgess joins the bank from Apple, where she was providing direction for the launch of Apple Card, in conjunction with Apple’s and Goldman Sachs’ product, engineering, marketing and operations teams.

 

 

Mexican movie theater chain Cinépolis has appointed Ana Carolina Yibrin Martínez new Service Marketing Manager. The executive joins Cinepolis from software company L1BRE.

 

 

Juan Pablo Flammini joins Futbol Sites as Senior Vice President Sales LATAM.

 

 

 

 

 

 

 

 

Coca-Cola Brasil has named Poliana Sousa VP de marketing . The executive joined the company in 2018.

 

 

 

 

Martin Queirolo joins The Walt Disney Company as Disney+ Marketing Director Latin America.

 

 

 

 

 

 

Smart Fit’s strategy in LatAm,REGO Restaurant Group´s Quiznos Expands in the Region & More Sales Leads LatAm

For prior Sales Leads LatAm editions, click here.

  • Smart Fit 

Smart FitSmart Fit's strategy s strategy in LatAm gets stronger. Smart Fit, one of the largest network of gyms in Latin America, has inaugurated its first gym in the city of San Salvador, the capital of El Salvador. Smart Fits strategy of expansion is part of the company’s plan to increase its international presence and to tap the market potential in the Caribbean country. With El Salvador, Smart Fit is now in 12 countries. They are: Argentina, Brazil, Chile, Colombia, Ecuador, El Salvador, Guatemala, Mexico, Panama, Paraguay, Peru and the Dominican Republic. The expectation is to maintain the pace of new gym openings, and to continue investing in Latin American countries that are ripe for investment. Smart Fit recently hit 2.8 million gym-goers at all of its locations. In 2020, the company estimates there will be 1.3 million new members in Brazil alone – which is approximately 2.5 registrations per minute. This year will also see a gym opening every 36 hours, for a total of 238 new gyms in Latin America. The brand currently has 797* gyms.

  • Quiznos 

Smart Fit's strategy REGO Restaurant Group´s Quiznos, an American franchised fast-food restaurant brand based in Denver, Colorado, that specializes in offering toasted submarine sandwiches is expanding into Latin America like never before. The company has signed a 20-unit development deal and plans to open 5 this year, in Costa Rica, Honduras, Panama, Nicaragua, and El Salvador.In June 2018, High Bluff Capital Partners acquired the once high-flying brand, which had around 5,000 locations at its peak, but was down to about 800 when acquired, with a large number of those surviving restaurants outside the U.S. “As we dive into the next phase of our long-term growth strategy, our Latin American presence is one vehicle to accelerate the reinvigoration of the Quiznos brand and drive further expansion,” said Tom Harper, Vice President of International Development at Rego Restaurant Group, owner of Quiznos.

  • Bnext

Smart Fit's strategy Spanish Fintech startup Bnext is expanding beyond its home country and currently rolling out its product in Mexico. Bnext is going to invite those 170,000 potential users first before opening signups to everyone. Mexico is the first country in the region for the startup to expand. Bnext is building an alternative to traditional bank accounts. Customers can open a Bnext account in minutes using a mobile app. A few days later, users receive a payment card. They can then upload money to their Bnext account, and send and spend money all around the world, according to Techcrunch. Users can receive notifications for each transaction with their card, temporarily lock and unlock their card and more. In other words, Bnext does many of the things that one can expect from a neobank. Bnext plans to attract customers with cheaper international transactions. Mexican customers get two free withdrawals per month.The startup has put together a local team in order to expand to Mexico. There are currently 12 employees working for Bnext in Mexico City. The startup expects to launch its marketplace in Mexico at some point during the second half of 2020 as well as to expand to other countries in Latin America in the future.

  • Hydro Flask 

Smart Fit's strategy Hydro Flask, the high-performance, insulated stainless steel flasks and soft good innovations and a Helen of Troy Limited company, is expanding its growing global presence with the addition of two distributors in the Latin American market. Hydro Flask launched in Uruguay in July 2019 and will expand into Mexico in early 2020 through new strategic partnerships with Gubrand and Alta Vertical, respectively. Key channels include outdoor, active lifestyle, sporting goods, coffee/tea and online.Dedicated to uniquely refreshing experiences, innovative design and an unparalleled user experience, Hydro Flask has grown to become the number one overall American water bottle brand in Sporting Goods and Outdoor, according to third party data.

 

JOIN PORTADA’S KNOWLEDGE-SHARING AND NETWORKING PLATFORM: To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Director Leslie Zambrano at Leslie@portada-online.com.

  • Hasbro 

Smart Fit's strategy Toy company Hasbro has consolidated its global media account with GroupM’s MediaCom. The WPP-owned agency has snatched the business from incumbent OMD. MediaCom will handle all the brands under Hasbro in all the markets it has a presence in. Prior to the consolidation, Omnicom Media Group’s OMD held the Hasbro account for 15 international markets including APAC and Europe, while MediaCom was overseeing Latin America.Brands under Hasbro include MARVEL, Power Rangers, Transformers, PlayDoh, My Little Pony, Star Wars, Sesame Street, Trolls and more. Hasbro overtook Mattel to become the world’s biggest toy company in 2017 following significant marketing spends. In 2018, the company posted global sales of US$US4.6 billion, according to reports.

  • InnSpire 

Smart Fit's strategy InnSpire, provider of a comprehensive technology suite that helps drive a world-class guest experience for some of the world’s most iconic hotels and brands, has completed the company’s first foray into the Latin American market through a strategic partnership with leading telecommunications specialist, Nimbus Networks. The new regional reseller/distributor partnership has already resulted in Nimbus Network’s installation of InnSpire’s suite of networking and guest-facing technology in four hotel properties in Peru, which include the AC CostaVerde in Lima, the Aloft Miraflores, Westin Miraflores, and the Casa Andina Premium San Isidro.Grupo Libertador, owner of three of the four Peruvian-based properties that implemented the InnSpire solution in late 2018, cited the company’s innovation, as well as Nimbus’ solid reputation in the Latin America market as primary reasons for their decision. In addition to the successful installations at the first four Peruvian hotels, Nimbus Networks and InnSpire have plans in place to continue their expansion initiatives in the region to include properties in additional countries, with a special focus on Mexico, Argentina, and Chile.

This week, Saint Valentine’s Day insights, interesting TV data, and more. Here’s your summary of the most relevant consumer insight research in Latin American markets. If you’re trying to keep up with the latest happenings, this is your one-stop shop. Check out the previous Latam Consumer Insights Roundup here

 

Saint Valentine’s Day Insights

  • Four out of ten Mexican consumers said they intended to make a purchase online for Saint Valentine’s Day. Almost two thirds (60%) planned to make purchases both on and offline, and only 14% intended to get something at a physical store. The research, by the Mexican Association of Online Retail (AMVO), also found that 40% of consumers expressed they’d spend $351-$500 MXN on gifts for Saint Valentine’s Day. A smaller portion of the population (15%) planned to spend up to $2000 MXN. 

 

  • Procolombia, an organization that promotes exportation of Colombian goods, has also provided Saint Valentine’s Day Insights. According to their data, the most popular products in Colombia around February 14 are (in that order): flowers, chocolate, perfume, lingerie, jewelry, stationery, balloons, and plush animals.

 

Mexican TV Viewers and Online Shoppers

  • A recent survey by Mexico’s Federal Institute of Communications (IFT) has found that 72% of Mexicans watch open broadcast TV. According to the study, TV consumption grew by 8% since last year. In fact, 93% of respondents own a TV. The top viewing times for consumers are weeknights and weekend afternoons. Consumer’s preferred categories are news (44%) and movies (40%). 

 

  • In November 2019, household consumption in Mexico grew by 1.1% compared to the previous year. This is according to Mexico’s National Insitute of Geography and Statistics (Inegi.)The most relevant category for consumers was that of imported goods.

 

  • According to a recent study about online behavior by InternetMX, ecommerce in Mexico is now worth $299,660 million MXN. This represents a 22% growth compared to the previous year. Additionally, 80% of 83 million Mexican internet users have made a purchase online in the last 12 months.

 

 

 

 

Despegar Acquisition of Best Day, Nestlé Upgrades MX Facilities & More Sales Leads LatAm

For prior Sales Leads LatAm editions, click here.

  • Best Day

Despegar.com, Corp., one of the the leading online travel companies in Latin America,  announced it has agreed to acquire Best Day Travel Group (“Best Day”) one of the leading travel agencies in Mexico, for a total consideration of approximately US$136 million. Despegar Acquisition of Best Day is subjected to the occurrence of certain closing and business conditions.A portion of the purchase price is payable on a deferred basis and includes a variable component of up to circa +/- 10% of the total consideration, based on future performance. According to Best Day, during 2019 the company recorded estimated unaudited pro forma revenues and EBITDA of approximately US$140 million and US$8 million, respectively, with online sales accounting for approximately 70% of total sales. Approximately 75% of its revenue is generated in Mexico. The remaining revenue is generated mainly in Brazil, Argentina, U.S. and Canada, among others. Packages, Hotels and Other Travel Products account for approximately 95% of its revenues. Despegar Acquisition of Best Day wont affect brands and network of kiosks as well as key executives. Closing of the transaction is expected to take place during the first half of 2020.

  • Nestlé

Food giant Nestlé has spend US$700m upgrading its facilities in Mexico. The Switzerland-based business said it will use the money to to modernise the 17 factories it operates in Mexico with “state-of-the-art technology” to increase productivity, streamline processes, and expand their productive capacity. It will also accelerate its work on innovation and the development of healthy products to meet the nutritional needs of Mexican consumers.The upgrading work and innovation commitment will generate more than 400 direct and 4,000 indirect jobs in Mexico in the next few years. Nestlé has operated in Mexico for 90 years and recently invested in Mexico-based venture capital firm Angel Ventures in order to boost the growth of food, beverage, and pet care start-ups in Latin America

  • Hasbro
Photo: Licensed creative commons

WPP’s MediaCom is now the global media agency for Hasbro. MediaCom will now handle all of Hasbro’s media duties after taking the U.S. account away from Omnicom Media Group’s OMD.  MediaCom will now handle all the brands under Hasbro in all the markets it has a presence in. Brands under Hasbro include MARVEL, Power Rangers, Transformers, PlayDoh, My Little Pony, Star Wars, Sesame Street, Trolls and more. Prior to the consolidation, OMD held the Hasbro account for 15 international markets including APAC and Europe, while MediaCom was overseeing Latin America. The WPP shop, which looks after the brand’s media in other markets including China and Latam, wooed Hasbro with a consolidation deal, according to people with knowledge of the matter. MG has held the account since 2013. Global media spend for the brand is around $210 million, according to COMevrgence. A spokesperson for Hasbro said: “We’ve made the decision to consolidate media buying for Hasbro under a single agency in order to both drive efficiencies and to provide the best tools and resources for our current collective needs across our global business.”After a thorough review of the agency landscape and our current partnerships, moving forward, all of our global markets will be resourced exclusively through GroupM.”

  • Marriott International 

Marriott International, Inc. announced it signed a record number of rooms in 2019, pushing its global pipeline to approximately 515,000 rooms as of year-end 2019 for the first time in the company’s history. The company signed 815 agreements, representing more than 136,000 rooms, marking the seventh consecutive year of record-breaking volume of organic rooms signings. Growth was fueled by unprecedented levels of organic rooms signed in each of the company’s international regions. During 2019, the company added 516 properties with more than 78,000 rooms in 60 countries and territories – an average of one new property every 17 hours.At the end of 2019, Marriott International’s worldwide system consisted of more than 7,300 properties and roughly 1.38 million rooms in 134 countries and territories. More than half of the company’s record global development pipeline is located outside North America.

  • Aveda

Aveda Corporation, an American cosmetics company founded by Horst Rechelbacher, now owned by Estée Lauder Companies, has landed in South America with the opening of a sustainable salon in Brazil, according to a report published by WWD. The eco-friendly hair care brand has partnered with local firm Laces to open the Sao Paolo space. The brand also launched on Brazilian e-commerce site Slow Beauty at the close of 2019.Aveda’s natural positioning will fit well in Brazil, the birthplace of fellow naturals brands such as Natura. The launch is part of Lauder’s wider strategy to grow the Aveda brand. “We aim to be leaders in the prestige segment [in Brazil],” Daniel Rachmanis, President, Latin America The Estee Lauder Companies, told WWD.

JOIN PORTADA’S KNOWLEDGE-SHARING AND NETWORKING PLATFORM: To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Director Leslie Zambrano at Leslie@portada-online.com.

  • Johnson & Johnson 

Johnson & Johnson has appointed agency R/GA Buenos Aires as its´ new communication partner for the Southern Cone. R / GA will be in charge of the communication strategy for the Femme Care category and the Neutrogena and Listerine brands in Argentina, Chile, Ecuador, Paraguay, Peru and Uruguay.

  • Like K-pop

Like K-pop, instant ramen from South Korea, builds second US plant with eye to Latin America. Nongshim, purveyor of the spicy Shin Ramyun brand, has decided to build a second factory in the U.S, while rival Samyang Foods increases production at home to sell more of its fiery noodles in China and Southeast Asia.South Koreans are the world’s most voracious eaters of instant ramen. But as the domestic market for ramen becomes saturated owing to a declining birthrate, South Korean noodle makers have expanded overseas. Nongshim will begin construction on a second U.S. plant which will “have an important role in capturing markets in Latin America,” the company said. The brand  aims to double sales to US$600 million by 2025 in North and South America.

Teads Latam Bets on Female Leadership, Fisher-Price Latin America and more changing places latAm. People change positions, get promoted or move to other companies. Portada is here to tell you about it. Check out last week’s Changing Places LatAm here.

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

Global media platform Teads Latam puts four women in leading key positions in the region:

Teads LatamMiami-based Maria Beatriz Blanco is the new  VP Marketing Latam.

 

 

 

 

Teads LatamMexico-based Laura Tabares is the new Head Of Marketing and PR.

 

 

 

 

Teads LatamClementina Briceño is the new Data Business Lead, Teads Latam.

 

 

 

 

 

Teads LatamCecilia García Gutiérrez is the new Sales Director for Peru.

 

 

 

 

Rafael Alvarez has started a new position as Marketing Manager Fisher-Price Latin America at Mattel, Inc.

 

 

 

 

Alessander Firmino is starting a new position as Managing Director – Latam at Integral Ad Science. Previously Firmino, woked as Regional Managing Director, Brazil and Latin America at Criteo.

 

 

 

Maserati strengthens its leadership team with the arrival of Bernard Loire as Chief Commercial Officer and Paolo Tubito as Chief Marketing Officer.

Bernard Loire will be responsible for coordinating Maserati sales worldwide.

 

 

 

Paolo Tubito is assigned responsibility for Chief Marketing Officer role, coordinating all functions in the Regions.  Most recently, he served as Vice President for Nike Asia Pacific and Latin America.

 

 

This week, Mexican consumers have us looking at their behavior. Here’s your summary of the most relevant consumer insight research in Latin American markets. If you’re trying to keep up with the latest happenings, this is your one-stop shop. Check out the previous Latam Consumer Insights Roundup here

 

 

  • A consumer insights survey by in-Store Media has found that Mexican consumers choose brands that take responsibility for the environment. For 62% of respondents, it’s important to shop at stores that take ecological action to any extent. Globally, 70% of consumers are willing to pay up to 35% more for earth-friendly products, and 57% would be willing to adopt ecologic behavior.

 

  • According to IDC Mexico, 35% of Mexican consumers use a ride-hailing app such as Uber at least once a week. Similarly, 29% do so four times a week, and 11% use this service almost every day. The company also found that 60% of respondents had over two mobility apps installed in their smartphones. Moreover, 77% of users prefer to use cash as their payment method. 

 

  • Nielsen‘s data shows that 49% of Latin American consumers feel positive about their financial situation even though certain groups feel like their on “survival mode”. Among Nielsen’s findings, 63% of Latin American women believe a store’s location is a very important purchase driver. Also, 11% of Latin Americans have used an online supermarket, while 43% are willing to try. Interestingly, 42% said they love to try new things. As we could expect from this, 49% are more willing to choose new brands than five years ago.

 

  • Household Purchase Intent in Brazil has reached 97.1 points in January according to the Brazilian Commerce, Services and Tourism Confederation, up 1.2% since 2019. Over 34% of Brazilians think this is a good time to purchase durable goods, up 2% since last year.

 

Changing Places LatAm: 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!)

Parisian fashion brand  Dior has a new regional director in Latin America, Hugo Charles.  The new regional director, Hugo Charles, has an extensive experience in the retail in industry, especially in Mexican market. Until last December, he worked as the director for the Luxury Division at the El Palacio de Hierro for 3 years, the same chain of department store where Dior had installed two pop-up shops for the holiday season. Dior has been strategizing to expand its presence in South America with the opening of new stores in countries suchs as Mexico, where the company owned by LVMH opened its first stand-alone stores last October. 

 

As of January 1st, 2020 Ana Torres de Navarra will continue representing the NYTS, however she will be doing so via Colibri Media.  The New York Times will be consolidating all of its international business in both the Caribbean and Latin America with Colibri Media

 

 

 

 

Levi Strauss & Co. (LS&Co.) announced a series of executive changes:

Roy Bagattini, executive vice president and president for Levi Strauss Americas, is leaving LS&Co. to assume a group chief executive officer (CEO) position at Woolworths. Marc Rosen, executive vice president and president of direct-to-consumer, will fill in the role.With Bagattini’s departure, Rosen will be responsible for leading the company’s largest commercial operations, spanning all brands and channels across the U.S., Canada, Mexico, Brazil and the balance of Latin America.Rosen, a veteran retailer who has held roles in e-commerce and international expansion at Walmart, will retain leadership of the direct-to-consumer business.

 

 

IPG Mediabrands has made a few senior appointments:

Andrea Suárez has been named new President of Thrive, while Sergio Kessissian is the new IPG Mediabrands Latin America CEO.

Suárez takes over the global leadership of IPG Mediabrands´ Nestlé exclusive unit. She will be responsible for strengthening the partnership between IPG Mediabrands and the brand globally.

Kessissian, who becomes chief executive officer for IPG Mediabrands Latin America, will replace Suárez, who has held that role since 2015.

LLYC, the global communication and public affairs consultancy, has incorporated three new partners:Mariano Vila, General Director of LLYCArgentina; Ana Folgueira, Executive Director of Estudio Creativo; and David González Natal, Senior Director of the Consumer Engagement department.

 

Sales Leads LatAm is 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.

  • Payless

 

Payless ShoeSource Inc., an international discount footwear chain, is returning with a new CEO and a new focus on international markets after filing for bankruptcy in February 2019. Payless will shift its focus away from the U.S. to pour more resources into Latin America, its most successful region before the bankruptcy filing, and other international markets. Justo Fuentes, formerly president of Latin America at international footwear company Bata, will be the new CEO of Payless Latin American. In the past year, the company has implemented many new strategies to increase its´  market share and in-store footprint in the region, and in 2020, the brand will include a strong digital component to allow an omnichannel approach to the Latin market, as well as several product strategies that will allow Latin consumers to continue seeing Payless as their primary source of high-quality, value-priced family footwear.After the company filed for bankruptcy, Payless closed all of its U.S. stores while its international stores remained open. Latin America has continued to be a lucrative market for fashion. The footwear market in Latin America grew from US$28 billion in 2014 to nearly US$36 billion last year, and McKinsey predicts that growth will remain consistent in 2020, as well.

  • McDonald’s

At the end of 2019, McDonald’s inaugurated 13 new restaurants in Mexico, with an investment of 9 million dollars, the company Arcos Dorados reported.The firm, the largest independent McDonald’s franchise in the world, said it continues to explore business opportunities in different areas of the country.Arcos Dorados added that the new restaurants have the infrastructure, technological and digital elements to implement what the brand calls “Experience Of The Future”, a technology that will allow a better experience for customers, who can choose their favorite food by putting it together Taste, through interactive and intelligent digital kiosks.Currently, McDonald’s Mexico has about 400 restaurants and employs more than 10,000 people directly in the country.

  • Marriott International 

Agency Alma announced that Marriott International has appointed them as its social media agency of record for the Caribbean and Latin American region (CALA) following a competitive pitch. alma will lead the company’s multilingual and multicultural social media strategy in the region. The award-winning agency, which is part of DDB Latina, will manage, create, and execute social media across CALA’s collection of brands.CALA supports 21 of Marriott International’s 30 global brands, including luxury brands such as The Ritz-Carlton, St. Regis, and W Hotels; premium brands like Marriott Hotels, Sheraton, and Westin; and select service brands like Courtyard, Four Points, and AC Hotels. CALA is one of the fastest growing regions for Marriott International, with over 250 hotels and resorts currently open in 33 markets and more than 100 under development.Marriott International began searching for an agency partner in mid-2019 and selected alma following a competitive pitch process led by Daniel J. Cibran, Founder and Principal of MVMT Consultants.The first collaboration between the two companies is projected for the first quarter of 2020.

  • Kidoz 

Kidoz Inc., kid-tech software developer, owner of the KIDOZ Safe Advertising Network , the KIDOZ Kid-Mode Operating System, and the Rooplay edu-games platform, announced today that it has selected Hub of Hype as its official Kid Safe Media sales agency in Mexico and PML Digital Media (“PML”) to be the official and exclusive sales agency in Argentina, Chile, Perú, Uruguay, Paraguay and Bolivia.The Kidoz Safe Advertising Network reaches more than 100 million children every month and is the world’s most popular COPPA & GDPR compliant, Brand Safe, and Kid Safe mobile advertising network. Leading brands such as Lego, Disney, Crayola and more create awareness with kids by launching Kid Safe ads on the Kidoz Network. PML and Hub of Hype have strong relationships with leading kids brands in Latin America and will represent Kidoz across the region launching video and display campaigns to millions of high engaged kids enjoying their favorite content. Kidoz is certified compliant by Google and is one of the very few networks whose methodologies are compliant with Apple’s strict advertising guidelines.

  • 7 For All Mankind 

7 For All Mankind, an American denim brand founded by Michael Glasser, Peter Koral, and Jerome Dahan in 2000 and headquartered in Vernon, California,  continues its strong bet for Latin America. The company has just landed in the Uruguayan market and is negotiating with a potential partner to address the Ecuadorian market, as explained by Javier Brandwain, director of the company for Latin America and the Caribbean. Based on this expansion, the company expects a double-digit increase in the region by 2020 and considers Latin America to be “an important base for the group’s growth”. Brandwain says that high local competition has not affected the group.In Ecuador, the group analyzes the possibility of entering through its partners in Panama, Mexico and Central America or managing it directly. The company has already received a concrete offer from a local partner to bring the brand to the country. 7 For All Mankind contemplates expanding both through its own points of sale, multi-brand stores or departmental chains.Currently, Brazil is one of the markets in the region where the group evolves best, which expects to reach twenty stores in the country by the end of 2024.

  • Tommy Hilfiger

Tommy Hilfiger, which is owned by PVH Corp., announced the openings of new TOMMY HILFIGER, TOMMY JEANS and TOMMY HILFIGER outlet stores, along with the reopening and redesign of two TOMMY HILFIGER stores and two TOMMY HILFIGER outlets across Mexico. With these openings, Tommy Hilfiger closes the year with 61 stores in the country.The stores are operated by joint venture partner Grupo Axo.There are over 2,000 TOMMY HILFIGER stores in over 100 countries worldwide including global flagships in four locations: Brompton Road, London; Omotesando, Tokyo; Regent  Street, London; and Schadowstraße, Düsseldorf. Anchor stores are located in Amsterdam, Beijing, Berlin, Cannes, Cologne, Dublin, Florence, Frankfurt, Hamburg, Helsinki, Hong Kong, Istanbul, Lima, Luxembourg, Madrid, Mexico City, Milan, Moscow, Mumbai, Munich, Osaka, Panama City.

  • W Hotels 

Marriott International has signed an agreement with Fibra Inn to bring the W Hotels brand for the first time to Mexico’s Yucatan Peninsula. The property is expected to rise on an oceanfront site in Playa del Carmen within walking distance to entertainment, upscale shopping and restaurants.When the 218-room hotel opens in 2023, it is expected to provide Playa del Carmen visitors an exciting, new lodging option that embodies the W Hotels brand’s “work hard, play hard” philosophy. Fibra Inn’s plan calls for multiple food and beverage venues both indoors and out; a signature WET Deck (pool deck); AWAY® Spa; FIT ® Fitness Centre, as well as a beach club and rooftop bar. For corporate and social events, the property is also slated to feature 500-square-metres of meetings and events space.

Since its launch in 2011, Twitch has become the leader in esports streaming. In December 2019, the Amazon subsidiary held a 78.1% market share. The share represents almost four times as much as competitors like YouTube Gaming and Facebook Gaming. We are introducing this monthly esports data column to provide a quick update of the most important esports consumption behavior, particularly as they relate to streaming. 

Ranking: Last Month’s Most Popular Tournaments

esl proleague
Foto via @ESL

On December 6 and until December 8, the world switched on their screens to stream the ESL ProLeague S10 Finals, live from Odense Denmark. The Counter-Strike: Global Offensive (CS:GO) professional esports league reached a total of 9,2 million live hours watched, according to data provided by StreamHatchet.

This was ESL ProLeague’s 10th edition. With a total of 48 professional teams distributed over Europe, the Americas, Asia, and Oceania, it is no wonder that the tournament reached over 9 million fans around the globe.

EPICENTER 2019, the main Russian Counter-Strike: Global Offensive esports tournament, came in second place, well below ProLeague, with 3,6 million live hours watched. The tournament took place in Moscow on December 17-22. DreamLeague S3 Qualifiers came in third, with 3.5 million live hours watched. The numbers show that the new league created by DreamHack, ASUS ROG as well as Roccat, TheGDStudio and Swedish TV channel TV6 is not too far from the Russian competition.

DreamLeague‘s goal is to become the world’s most prestigious Dota 2 league with a focus on Europe and North America.

TOP ESPORTS EVENTS OF DECEMBER
EVENTGAMELIVE HOURS WATCHED*AVG CCV**LIVE AMA***PEAK CCV****
ESL ProLeague S10 FinalsCS:GO9,197,539160,341160,516353,986
EPICENTER 2019 – CS:GOCS:GO3,637,31959,00069,282234,386
DreamLeague S3 QualifiersDOTA 23,573,83143,41744,285141,432

*LIVE HOURS WATCHED: The Total live hours watched for a specific event across all major NA streaming platforms

**AVG CCV: The Time-dependent average concurrent sessions that watched a broadcast across multiple streams

***LIVE AMA: The live average minute audience associated with the total premium minutes watched (H. Watched/defined airtime)

****PEAK CCV: The Time-dependent maximum concurrent sessions that watching the top moment of the broadcast across multiple streams

Read also: Marketers Agree: eSports Gambling is the Next Big Thing in the Americas

Ranking: Top Streaming Platforms

In terms of streaming platforms, Twitch remains king, with a total of 35.9 million hours watched during December 2019. According to StreamHatchet, Amazon’s subsidiary gained 78.1% of the total market share. 

YouTube Gaming came in second, but way below Twitch, with only 19.4% of market share. This translates into 8.9 million hours watched during December. Launched in 2018, Facebook Gaming managed to get a 2.2% market share, which is not too bad, considering how new the platform is. In comparison, Twitch was launched in 2011 and YouTube Gaming back in 2015.

DECEMBER DISTRIBUTOR MARKET SHARE
PLATFORMH. WATCHED% SHARE
TOTAL45.97M100.0%
Twitch35.9M78.1%
YouTube Gaming8.9M19.4%
Facebook Gaming1M2.2%
Mixer0.12M0.3%

 

Sales Leads LatAm is 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.

  • Motto by Hilton 
Motto by Hilton expands in Peru
Hilton debuts Motto by Hilton hotel in Lima, Perú

Hilton announced the signing of a franchise agreement for a new Motto by Hilton hotel in Lima, Peru, representing the brand’s debut in the Caribbean and Latin America. Launched in October 2018 as Hilton’s newest lifestyle hotel brand, Motto by Hilton introduces a fresh approach to modern travel, bringing together efficient, micro-guest rooms, activated social spaces, locally inspired design, and a communal vibe in centrally located urban destinations to cater to travelers looking for value and one-of-a-kind experiences.In partnership with Compañia Hotelera CINSA S.A, Motto by Hilton Lima Miraflores is scheduled to break ground in May 2020 and expected to open in 2022. Similar to other Motto by Hilton properties around the world, Motto by Hilton Lima Miraflores will show off its flexibility through thoughtfully designed spaces, seamless technology and an elevated sleep experience that will make recharging easier than ever.Additional deals under Motto by Hilton are in various stages of development in prime urban locations around the world such as New York City, Indianapolis, Washington D.C. and Copenhagen, to name a few.Hilton currently has a portfolio of more than 150 hotels and resorts open and welcoming travelers in 23 countries across the Caribbean and Latin America with seven hotels in Peru. 

  • Colombian Cueros Vélez/Studio F 
Colombian Cueros Vélez
Colombian Cueros Vélez´s store

The Colombian fashion group Studio F and leather goods specialist Cueros Vélez, two of the largest retailers in its local market, have begun negotiations to land in the Spanish market, which would mean landing in Europe for both companies.Colombian company Studio F, one of the largest fashion retailers in the country and with over 430 points of sale in Latin America in eight Latin American countries, plans to enter the Old Continent with an investment of 8 million euros.Studio F will combine four channels in its development in the market: directly operated stores, concessions in El Corte Inglés, multi brand and ecommerce. The first directly operated stores will arrive at the end of 2020. The company plans to have a store network of forty corners in El Corte Inglés and 18 directly operated stores in Spain.  Studio F will bet on positioning itself in Spain in a higher segment and focusing on denim as a differential element. Based in Medellín, Colombia, STF Group generates more than 5,000 direct jobs and currently has operations in Colombia, Chile, Ecuador, Peru, Costa Rica, Guatemala, Panama and Mexico.Cueros Vélez started in 1986 with Raúl Vélez and Ana María Echevarría as a company specialized in leather goods. The company has expanded through retail and currently has about 300 stores in Colombia, Guatemala, Panama, Mexico, Peru, Costa Rica and El Salvador. The company also operates with two other brands, Nappa and Tannino, specialized in leather goods and distributed both online and in some Cueros Vélez stores.

  • IHOP
Dine Brands Global
International House of Pancakes (IHOP)

Dine Brands Global Inc.’s DIN International House of Pancakes (IHOP) brand continues to expand through franchisee agreements. Recently, the company announced the opening of its first IHOP restaurant in Lima, Peru, through an agreement with Percapitals S.A.C. Markedly, this new property in Peru marks the company’s 62nd restaurant in the Latin America region.Steve Joyce, CEO and president, International, Dine Brands, stated that “South America is an important growth market for Dine Brands and we’ve seen great success there so far this year.”Earlier this year, IHOP debuted in South America with the opening of three restaurants in Ecuador. Of late, the IHOP brand announced that it plans to open a fresh fast casual concept — Flip’d by IHOP — in the United States during the spring of 2020. Currently, there are more than 1,700 IHOP restaurants in the United States and another 100+ IHOP restaurants worldwide. Moving ahead, Dine Brands International continues to focus on growth in markets including Central America, Colombia and Chile. By 2028, it anticipates to open 25 IHOP restaurants in Peru.

  • FreeNow
FreeNow
Ride-hailing venture FreeNow.

FreeNow, the ride-hailing venture owned by Daimler and BMW, expects to double revenue this year and next in a fresh challenge to Uber in Europe and Latin America.FreeNow’s so-called gross merchandise volume, which mirrors revenue, is forecast to reach about 2.4 billion euros (US$2.7 billion) in 2019, CEO Marc Berg said in an interview.Half of the 130 cities in Europe and Latin America where the company that was previously named MyTaxi currently operates in are already profitable, he said.Ride-hailing is expected to remain FreeNow’s main growth driver as it can be scaled up quickly once regulations are met.Apart from the main FreeNow brand, the company operates the Beat and Kapten ride-hailing services as well as Hive electric scooters. It’s active in 130 cities across 18 countries in Europe and Latin America.