E-LatAm – News You can Use


Will 2020 be the year of the bounce back after several years of decline in panregional advertising expenditures out of Miami-South Florida into Latin America?  Miami continues to have distinctive advantages as a media buying hub, according to Portada’s recently published 2019-2020 Panregional Marketing and Media Report, which provides Latin American Panregional Marketing Expenditures forecasts for the 2019-2024 period.


According to Portada’s 2019-2020 Panregional Marketing and Media Report, Miami/South Florida is the largest panregional hub for actual buying (over US $200 million in 2019) as well as for influence over purchasing decisions (over US $ 1 billion).  The report also discusses the advantages and disadvantages of Miami as a panregional media hub, according to more than 100 major brand and media agency executives interviewed by Portada.

Portada expects Latin American-Panregional Marketing expenditures to reach US$ 740 million in 2019. Miami continues to be the main panregional marketing and media hub, although Mexico City and other centers have an increasing weight. This is one of the insights of the just-published 2019-2020 Panregional Marketing and Media Report, which provides Latin American Panregional Marketing Expenditures forecasts for the 2019-2024 period.

Portada’s 2019-2020 Panregional Marketing and Media Media Report provides data, intelligence, insights, and forecasts. The report is a crucial tool for corporate expansion into Latin America and sales-planning/intelligence for marketing vendors offering services to major brands targeting the Latin American consumer. The 75-page report includes a market volume and growth forecast model based on a survey of more than 100 brand and media agency executives conducted by Portada, answers a myriad of questions including the six below:

1. What is the size of the panregional marketing sector?

The overall actual Latin American Panregional Marketing Services Sector, understood as decisions taken out of several marketing hubs (*see question 2) including Miami, Mexico City, New York, London and others, has a volume of approximately U.S $ 740 million a year (2019), according to the report. Measured in influence, although not necessarily in direct purchasing power, the brand and media agency executives located at those centers influence approximately US $2.26 billion a year (see chart below.)

Panregional Marketing Expenditures
Actual and “Influence” on Panregional Marketing Expenditures



2. How is panregional marketing defined? (*)

Panregional marketing is understood as marketing services purchases for two or more Latin American countries by clients (brands) or media agencies located outside of those countries.

3. Which city is currently the largest hub for panregional marketing?

Miami/South Florida is the largest hub followed by Mexico City, New York, London and Sao Paulo. The report provides overall market volumes for marketing decisions taken out of the above hubs from 2016 to 2024.

4. What media category is increasing its share of panregional media buys?

The structure of the panregional media buy out of Miami has changed substantially over the last decade with Pay TV- ten years ago the clear leader – only capturing 20% of the share in 2019 and digital media increasing its share to 60%. The 2019-2020 Panregional Market and Media Report includes expenditures and market share forecasts  (2016 to 2024) for the below market services types (both overall as well as for Miami/South Florida):
Outsourced Content Marketing Services
Outsourced Social Media Related Services
Public Relations Services
Media Planning and Buying Services
Paid Media (Overall)
-Pay-TV (Cable and Satellite)
-Out of Home
-OTHER (Including: Movie
-Advertising, Inflight, In-Game
-Social Media
-Audio Advertising

5. Does the 75-page research report also provide intelligence on Panregional Marketing Expenditures on the brand/client side?

Yes, the report displays  Panregional Marketing Expenditures volume forecasts (2019-2024) for the below ad  -categories.
-Financial Services
Other (including Automotive, Education
and Health Services)

6. What other brand related intelligence does the 2019-2020 Panregional Marketing and Media Report provide?

Dozens of examples of panregional (Latin American) marketing decisions by Fortune 1000 companies are provided. Intelligence includes the description of different ways companies structure their marketing organizations targeting Latin American consumers and their marketing decision making as well as from what hub (e.g. Miami, Mexico City, New York etc..) these decisions are made out of.

The 2019-2020 Panregional Marketing and Media Report is a major tool for corporate expansion into Latin America as well as sales-planning/intelligence for marketing vendors offering services to major brands targeting the Latin American consumer. To get more information about the report, please contact Sales Director Leslie Zambrano.


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
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.

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!)


Hogarth Worldwide´s 1st Americas CMO
Hogarth Worldwide CMO for the Americas, Mauro Baz

Hogarth Worldwide, a WPP company internationally known as the largest marketing implementation agency, announced that it has appointed long-time executive Mauro Baz to the role of Chief Marketing Officer for the Americas, making him one of the youngest C-suite members within the organization’s portfolio of companies. Baz, who has been with the company for close to a decade, operates from Hogarth’s Miami hub, which supports the marketing initiatives for the North American and Latin American markets.


Manuel “Manolo” Arroyo
Manuel Arroyo, Global CMO at The Coca-Cola Company

The Coca-Cola Company is changing its corporate marketing strategy again, naming Manolo Arroyo global CMO after it had ditched that position in May 2017 and added the title chief growth officer instead. Company Senior Vice President Francisco Crespo, who has held the CGO position since May 2017, will retire in 2020, stepping down after a three-decade career with the company.Arroyo will handle integrated global marketing, which includes teams for creative, category, marketing operations, design and knowledge & insights.



Juan Pablo Pereira – COO & Co-Founder @ Tiendamia.com

TiendaMIA, a South American-based dropshipping business focused on supplying South American countries with Amazon, eBay and Walmart products among others, has designated Juan Pablo Pereira new CEO.






Telefónica has announced the organisation structure of its new Latin America unit:

Telefónica new Latin America unit
Alfonso Gómez, new CEO of Telefónica Latin America

Under the Direction of Alfonso Gomez, as CEO, the Latin American Operations Are to Be Managed as an Autonomous Unit, with a Specific and Dedicated Regional Team. As CEO of this unit, Alfonso Gómez, will report to the Group’s Director of Finance and Control, Laura Abasolo, newly

Laura Abasolo
Laura Abasolo, new President of Telefonica Hispam.

appointed president of Telefonica Hispam.


The new regional team is made up of professionals who have a track record in the Group and a high level of knowledge and experience in the region. Members of the management team as follows:

  • Elisa Caballero – Chief Consumer Officer Hispam.
  • Juan Vicente Martín Fontelles – Chief Business Officer Hispam.
  • Andrea Folgueiras – Chief Technology and Information Officer Hispam.
  • Ana Ramírez – IT Hispam.
  • Elena Maestre – Chief Financial and Strategy Officer Hispam.
  • Diego Colchero – General Counsel Hispam.
  • José Juan Haro – Chief Wholesale andPublic Affairs Officer.
  • Javier Gutiérrez-Bolívar – Corporate Development Hispam.
  • Pilar Girón – Chief People Officer Hispam.


Luciana Etcheverry
Luciana Etcheverry, Head of Media at Mondelēz International

Luciana Etcheverry has been named new Head of Media at Mondelēz International, effective as of January 2020. She will be based in Mexico.






Sharon Núñez
Sharon Núñez, Sr. MKT Manager LATAM, International SOS

Sharon Núñez is the new Sr. Marketing Manager LATAM at International SOS, a global leading medical & travel security services company.







This week, digital behavior in Latin America and alcohol consumer insights in Mexico. 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



  • Comscore and Shareablee have found that the Argentinian online population spends the most time on social media. According to the study, they use social networks, blogs, and messengers for 1 hour and 33 minutes every day on average. The top 5 categories for Argentinians are social networks, entertainment, services, retail and news/information.


  • According to research by IPSOS Peru, Peruvians’ favorite devices are smartphones and computers. Around 88% of Peruvian internet users have a connection at home; 42% at work, 14% at school, and 11% while riding public transportation. Over 40% consume video, music, and TV/movie streaming.


  • According to In-Store Media Mexico, 60% of Mexican consumers buy wine in the holiday season. Most wine consumers (62%) are between 18-35 years old, 56% are married, 77% work, and 58% are women. The most important decision factor is the brand, and the most-consumed brands are Concha y Toro, Las Moras and Pata Negra.


  • Alcohol consumption has increased by 10% among Mexicans above 20 years old in six years, from 53% to 63%, according to a survey by Inegi. Also, 50% of women surveyed drink alcohol often, up from 41% in 2012.