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What: Sergio “Checo” Perez finished third in Azerbaijan Grand Prix to claim his first podium finish of the Formula 1 season.
Why it matters: This latest finish sees Perez become the most successful Mexican F1 driver with eight podium finishes to his name.

New Heights for Perez

The Azerbaijan Grand Prix is the fourth race of this year’s Formula 1 (F1) racing calendar and the usual names of who would get a podium finish included the likes of Lewis Hamilton, Sebastian Vettel, Nico Hulkenberg and Max Verstappen to name a few. However, there was not much talk of F1’s Sergio Perez. Perez, a native of Guadalajara, Mexico became the fifth Mexican to make it into Formula 1 racing when he debuted in the sport back in 2011. Now into his seventh season of racing, it was Perez who was able to take third in a frenetic Azerbaijan GP, that included three crashes, a rare tire blow out of Valtteri Bottas’ car and an unlikely Hamilton win after long time leader in the race, Vettel, surrendered the lead when he locked his front tires. The third-place finish for Perez was his first for the year. The finish also makes him the most accomplished Mexican driver with eight podium finishes to date.

Perez has not had the strongest start to the season finishing outside the top ten for the first three races, but he came alive in Baku to secure his first podium since the 2016 season. Racing for Force India, a representative of the team came out to say that “he is possibly the most underrated F1 driver out there.” Since joining the team in 2014, all four of Force India’s podium finishes have been provided by Perez.

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Perez Pushes F1 Popularity in Mexico

Perez’s success on the track will not only raise the profile of Force India, but also continue to elevate the sport in his home country, Mexico. The Mexican Grand Prix made its return to the F1 calendar back in 2015 after a 23-year hiatus. That year it was the most watched race of the year in that region. In 2016, it was reported by Forbes that Mexican viewership of Formula One was up by 500%. Additionally, last year’s event drew over 339,967 fans over a 3-day period according to F1. Perez maintains a strong social media presence, active on Twitter (@SChecoPerez), Instagram (@SChecoPerez) and Facebook (Sergioperezf1).

 

His website (https://sergioperez.mx/) also lists his sponsorships, which are mainly Mexican based companies such as PEMEX, and TelMex. Perez holds the torch for Mexican driving in F1 and has not wavered in holding the flag up high. When former sponsors Hawkers made a crude comment about Mexicans regarding the wall President Trump wants to build near the Mexican border, Perez severed connections with the company immediately. Perez will be headed to Barcelona next to compete in the Spanish Grand Prix this Sunday. He’ll be hoping to improve on last year’s fourth place finish.

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What: Argentina Grand Prix may be returning to the Formula One Circuit next year for the first time since 1998.
Why it matters: Possible return of the Argentina Grand Prix would raise the popularity of the sport in South America in accordance with F1’s new initiative to expand the sport’s reach.

Early Plans

Arturo Rubinstein, president of Fenix Entertainment, announced that he has been in talks with Liberty Media, the owners of Formula One (F1) Racing, about bringing a grand prix race back to the country. Rubinstein told UK Newspaper The Independent that he had been holding talks with Liberty Media about this new venture. If it were to come to fruition, the Argentine Grand Prix would be held in the southern part of Buenos Aires at the Autódromo Juan y Oscar Gálvez. The Autódromo is a racing track that hosted the last F1 race in Argentina back in 1998.

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Market for Argentina in Formula One?

Ever since Liberty Media, a US-owned mass-media giant, took control of F1 Racing last year in February, they have made no secret of their desire to have a second Grand Prix race in a “destination city” or in another city in the Eastern time zone. The reason behind such a move is to promote the sport outside of Europe. F1 recently conducted an in-depth survey, where more than 215,000 fans from 194 participating countries answered questions about various aspects of the sport. The survey revealed that there has been a sharp increase in fan participation in the sport among North, Central and South America. At the moment, there is only one Grand Prix race in South America: the Brazilian Grand Prix. Argentina would be the second and should it happen, it would not be seen as too much of a risk by Liberty Media for a number of reasons.

For one, Argentina has a history with F1 racing, having been one of the first races to kick off the F1 racing calendar. It also has a rich history of acclaimed Argentinian drivers, like Juan Manuel Fangio. It already has a motor racing circuit, the Autódromo, which still hosts races just currently not F1 races. And perhaps more importantly, Rubinstein says that he has the backing of the Argentinian government. The government is committed to funding £21.5m (US $30m) of upgrades required by F1’s governing body the Fédération Internationale de l’Automobile (FIA).

Bernie Eccelston (former F1 Chief Executive) and Lewis Hamilton (current World F1 champion)

As the work will only take around six months to complete, the hopes are for Argentina to join the racing calendar at the start of next year. Former F1 chief executive, Bernie Eccleston, told Reuters that the race is a possibility, not a given. He also added, “We already have the backing of the Argentine Automotive Club (ACA) as well as of some of the leading companies who have already anticipated their willingness to sponsor the event.” The return of the Argentine Grand Prix would not only generate the massive amount of business that F1 races bring, but possibly raise the level of interest in the sport.

 

 

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

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. 

  • Shell

Energy giant Shell has launched a global review of its creative and media business, after working with WPP-owned agencies JWT and MediaCom for decades. Incumbent MediaCom built ‘Team Media for Shell’ designed to handle planning and buying for the firm’s global retail business as well as its corporate and recruitment advertising when it won the global account. Shell is estimated to spend around US$200m on marketing each year.

 

 

 

  • Formula One

Formula One has appointed Wavemaker and Brainlabs to run its respective traditional and digital media accounts following a competitive review. Media was handled in-house prior to the review. WPP’s Wavemaker will handle all traditional media-planning and buying, while Brainlabs has been tasked to handle digital media.Each part of the media business is worth about half of the US $40m budget.

 

 

 

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.

  • Netflix

Netflix has announced its quarterly results, and they plan to increase their ad spend from US $1.3 billion to $2 billion in 2018. Netflix is a major global advertiser, particularly in the digital category. The ad spend is producing a positive ROI: “We’re taking marketing spend up a little faster than revenue for this year (from about US $1.3 billion to approximately US $2 billion) because our testing results indicate this is wise, ” Netflix Q4 earnings release says. In terms of what this means for Latin America, Netflix does not disclose regional numbers. However, for 2018, they plan to add more Latin American subscribers than ever with 50 original productions from this region. “A good story told well is a global product”, said Ted Sarandos, Chief Content Officer at Netflix.

 

 

  • Dream Hotel Group

Dream Hotel Group signed three new hotels in Mexico and Central America. The Unscripted Belize is slated to open in late 2018 while the Dream Belize and Unscripted Tulum are set to open in 2020. Unscripted Belize—the first of the two new Belize properties—will have 24 beachfront cabanas near the Caribbean Sea. Belize’s second upcoming property—Dream Belize—will have 260 rooms. These will include 100 guestrooms and suites, 120 hotel condos and 40 branded residences. Both properties are owned and developed by Luke Chadwick.   The Unscripted brand will make its first foray into Mexico with its upcoming hotel in Tulum. Dream Hotel Group’s development pipeline has more than 30 hotel and resort projects worldwide across its brands Dream, Time, The Chatwal and Unscripted scheduled to open over the next four years.

  • Radisson Blu

Carlson Rezidor Hotel Group is expanding its portfolio in Costa Rica with the country’s first Radisson Blu branded hotel. Construction on the Radisson Blu Resort & Spa Papagayo, Costa Rica is scheduled for late 2018, with an opening date set for December 2020. The upcoming Radisson Blu resort will join Carlson Rezidor’s three hotels in Cost Rica: Radisson San Jose-Costa Rica, Country Inn & Suites by Radisson, San Jose Aeropuerto, Costa Rica and Park Inn by Radisson San Jose, Costa Rica. Carlson Rezidor will add the upcoming hotel to Radisson Blu’s portfolio of 300 operating hotels in 69 countries mostly outside of the U.S., including in Europe, Africa and Asia.

 

  • HSBC

HSBC, the British banking and financial services company, has launched a review of its global media account.The incumbent on the account is GroupM’s Mindshare. ID Comms, the U.K.-based media consulting company, will be running the pitch. It is thought the bank spends about US$400m a year on media but the bank does not disclose its spend.

 

 

 

 

  • IHG

IHG announced the opening of the new-build, 179-room Holiday Inn Lima Airport hotel, just five minutes from Jorge Chavez Lima International Airport. The two-tower, eight-story property is the second brand IHG has introduced in the capital city of Lima.Lima is home to numerous multinational companies making it one of the Latin America’s most dynamic financial markets. As Peru continues to grow, travelers can count on two IHG hotels in its capital city, Crowne Plaza Lima and Holiday Inn Lima Airport, along with six hotels that will be opening across Peru over the next few years.The Holiday Inn brand is part of IHG’s diverse family of brands in nearly 100 countries and territories.

 

  • SpotSee

SpotSee, global leader in shock and vibration monitoring through low-cost connectivity and data, and parent to established brands such as ShockWatch®, SpotBot, ShockLog® and OpsWatch, has announced the opening of a brand new office in Sorocaba, located just outside of São Paulo, Brazil. The office was opened to better serve SpotSee’s clients who have operations in Latin America. The office is located at Rua Vidal de Negreiros, nº 108, Sala 17, Vila Assis, 18025-160 Sorocoba – SP and is dedicated to providing sales and technical support to Latin America. Roberto Pinheiro will be in charge of the new facility as Central and South America General Manager, giving the new facility an experienced leader from the beginning.The Brazil office will aim to provide a better overall experience to SpotSee customers and users in Latin America.

 

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the 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 Daniela Landa at daniela@portada-online.com.

For prior Sales Leads LatAm editions, click here. 

  • Diageo/ Ypióca

Drinks giant Diageo intends to use its marketing expertise to boost the image of cachaça, the Brazilian sugarcane spirit, and to increase sales of the Ypióca brand it bought five years ago.It is, however, taking longer than anticipated, partly because of economic recession, partly because of 2015 changes to Brazil’s alcohol taxation regime that pushed spirits prices up sharply, a combination that has driven many lower income drinkers to the bootleg market.Ypióca’s net sales only grew 5% in the year to June, but those of luxury “gold” darker blends grew significantly faster: sales of Ypióca Ouro, its main “gold” cachaça, were up 34% in the same period.Interest in cachaça is growing internationally as bartenders acclaim its versatility. It can be used in more than caipirinhas, Brazil’s national cocktail: a three-time International Bartender of the Year award winner points out it makes a good martini, for example. As well as supporting calls for more countries to recognise cachaça in their registries of geographical indications as a product of Brazilian origin, recruiting bartenders as advocates could be a useful strategy for Diageo to adopt.

 

  •  Aerolíneas Argentinas

Havas Media has been awarded Aerolineas Argentinas’ media budget after a long tender. The agency will help the airline to consolidate its leadership and growth to match the progress it has made in terms of new aircraft, number of passengers, punctuality and services.

 

 

 

  • Santander / Formula One

Spanish bank Santander will not renew its Formula One sponsorship of Ferrari from next season, after seven years and €280m (£250m) backing the sport’s most illustrious team.Juan Manuel Cendoya, head of marketing and communication at Santander, believes Ferrari’s investment in Ferrari has been fruitful, claiming the return was higher than the marketing spend. Formula One has a global audience of about 400 million.Santander has an annual marketing budget of €450m, much of it going to the Spanish football league and Latin American football’s Copa Libertadores.

 

 

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

 

  • +Visión

Optical chain+Visión has chosen to work with business performance agency iProspecty and media agency Carat, both part of Dentsu Aegis Network Group, led by Juan Pedro McCormack. Carat will develop media planning with the aim of deepening the brand’s strategy, while iProspect’s intelligent content and paid media areas will work to achieve successful business results through digital channels. + Vision has multiple branches in Argentina and is committed to expanding its business.

 

 

 

 

  • AccorHotels

AccorHotels, a global leader in hotel operation, announced that from November 16, 2017 Ariadna Communication Group, under its RP (with MileniumGroup) and Digital divisions, will be its PR and Social Media agency. AccorHotels operates in more than 95 countries.The hotel group has a range of luxury brands such as: Raffles, Fairmont, Sofitel, Swissotel, Pullman, among others.

 

 

 

 

  • Mídios

Media agency Mídios has arrived in Mexico City with the opening of a new office. The subsidiary will be lead by Fabián Menendez, who previously served as regional account director and director of Research & Insights at Mídios Argentina. This is Mídios’ first regional office and the first step in the regional development of the agency.

 

 

 

 

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.