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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.

For prior Sales Leads LatAm editions, click here.

  • Gaucho Group Holdings, Inc.

Gaucho Group Holdings, Inc., a company with a collection of luxury assets, real estate holdings and premium wines in Argentina,  announced that they have reached an agreement with Compass Real Estate, in conjunction with Argentine Real Estate firm Ginevra Sotheby’s International Realty, to market and sell home sites at Algodon Wine Estates, a 4,138 acre luxury real estate development with over 400 estate lots for sale in San Rafael, Mendoza, Argentina. In addition to this, Algodon Wine Estates intends to leverage Ginevra Sotheby’s International Realty brand and network with more than 18,000 sales associates located in 825 offices in 61 countries and territories worldwide, while utilizing the local expertise of the GNV Group to form Ginevra Sotheby’s International Realty. Ginevra Sotheby’s International Realty is a leading luxury real estate firm in Buenos Aires, Argentina with listings in the most prestigious neighborhoods in the city of Buenos Aires and the rest of the country. Through Ginevra Sotheby’s International Realty’s website (ginevrasir.com), and Compass, Algodon Wine Estates’ listings will be marketed online at sothebysrealty.com to a global clientele.

 

 

  • Wyndham Hotels & Resorts

Wyndham Hotels & Resorts, one of the world’s largest hotel franchising company with approximately 9,200 hotels across more than 80 countries, announced the arrival of its Trademark Collection® by Wyndham soft-brand to Latin America and the Caribbean with the addition of the Costa Blu Beach Resort in Belize.The resort is owned by Sandy Point Group and will be managed by Wyndham Hotels & Resorts, making it the company’s 26th managed property in the region.With more than 100 hotels globally, Trademark Collection by Wyndham is a soft-branded, independently-minded collection of upper-midscale and above properties.

 

  • Heineken

Dutch brewing company Heineken has entered Ecuador by buying a majority stake in the local brand Biela from mainly local investors for an undisclosed amount.The Belgian-based brewer AB InBev relaunched Biela in 2014 and “has established its place in the Ecuadorian beer market,” Heineken said in a press release.Heineken will also sell its own brands in Ecuador and eventually brew Heineken beer at Biela’s facility in Guayaquil.E cuadorians drink 6m hectoliters of beer per year, or roughly 39 liters per person, lower than other countries in South America, Heineken said.

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

  • Viva Air

Viva Air, the Latin American group of carriers owned by a founder of Ryanair, has plans for a third airline in the region plus an initial public offering, to cash in on strong demand for discount air travel. The company aims to sell shares in New York within two years, Viva’s biggest shareholder, Declan Ryan, said in an interview. The shares could also be listed on another exchange, such as Colombia’s.Low cost carriers are disrupting the transport industry across Latin America by luring travelers away from long bus journeys while forcing older airlines to cut prices. Viva has become the third-biggest carrier in Colombia, where it started seven years ago, and the number two operator in Peru where Viva Air Peru started operations in 2017.The company is considering Ecuador or Central America as the base for the third airline

 

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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.

For prior Sales Leads LatAm editions, click here. 

  • Tony Roma’s®

Romacorp, Inc., the parent company of Tony Roma’s®, announced the opening of its newest restaurant, located in one of Bolivia‘s most populated cities, Santa Cruz. Situated in Barrio Equipetrol, a center for nightlife known for its popular restaurants, cafes, and nightclubs, the new Tony Roma’s will be open from noon to midnight on Sundays through Wednesdays, and from noon to 2 a.m. on Thursdays through Saturdays. This is the first Tony Roma’s restaurant for franchisee Grupo Restaurantes Internationales de Bolivia, S.R.L.The Santa Cruz opening resumes the momentum of international and domestic growth for the brand on the heels of their transformation which is revolutionizing the restaurant industry.Romacorp, Inc., is the parent company of Tony Roma’s restaurants, one of the world’s largest casual dining concept specializing in ribs. Headquartered in Orlando, Florida, Romacorp, Inc. has nearly 150 restaurant locations in more than 30 countries and is one of the most globally recognizable names in the industry.

  • Sol

Heineken´s Sol has launched its new brand positioning Taste the Sun, which embraces the sun’s positive energy, and reinforces the brand’s heritage as a lager born in Mexico, reflecting the country’s passion and vitality.The new campaign puts a spotlight on the brand’s longstanding connection with the sun by showing how every moment can be revitalized by the power of sunlight. Sol has created a series of innovative social posts that encapsulate the energy and freedom of the sun. Running across digital, TV, outdoors, e-commerce and off-trade activations, the campaign will be rolled out throughout 2018/19, starting with Chile, Puerto Rico, Colombia, Paraguay. It will then continue to be launched worldwide, from Australia to Belgium, South Africa to the UK. Today, the Mexican-born beer is available in more than 70 markets and has seen double-digit growth over the past year. Sol was founded in Mexico in 1899 and acquired by HEINEKEN in 2010.

  • Walmart

Walmart‘s main initiative to compete in the E-commerce space, particularly in LatAm, has been an omnichannel strategy, according to Jenifer Bice, Senior Director, International Communications. The key concept today for the american multinational retail corporation is “convenience“. According to Bice, consumers are looking for companies that make it all easier. In the US and also in Latin America, customers are wanting convenience, access, trust in the companies they’re engaging with, and to know that they’re not only getting great prices but also quality products. Walmart is looking to innovate and produce solutions to make customers´ lives easier and more convenient.  A key aspect of the equation is expedited delivery, which is why the company has decided to partner up with players in the delivery industry. The results in Latin America speak for themselves. In Chile, Walmart´s online sales have doubled in the past year and customers keep coming back. In Mexico, the brand launched an application called Cashi, to serve customers in mexico who are unbanked, so they have an option to be able to go in Walmart stores, use cash, and apply that cash to their app. Walmart has about 3,200 retail locations across Latin America.

 

  • Hilton

Hilton has opened a 171-room hotel overlooking Pilar Golf Club on the outskirts of the Argentine capital Buenos Aires. Located near the Pilar Industrial Park, the hotel is marketing itself to corporate travellers and provides an exclusive area for indoor and outdoor teambuilding activities.Hilton Pilar is 35 miles from domestic airport Jorge Newbery and 52 miles from Ministro Pistarini International.It is Hilton’s fourth hotel in Argentina, and the second under the Hilton Hotels and Resorts brand in the country, joining Hilton Buenos Aires, Hilton Garden Inn Tucuman and Anselmo Buenos Aires (part of the Curio Collection).

 

2019 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.

 

  • Almundo

Iberostar Group, the Spanish owner of 110 Iberostar Hotel and Resorts worldwide, has increased its´stake in Buenos Aires based Almundo, an emerging rival of Argentinean travel online seller Despegar. Iberostar Group owns 75 percent of Almundo. In September, the group invested an additional US$12 million in Almundo, following on US$28 million the group invested in the company during the first quarter. Almundo will finish 2018 with annual gross bookings processed offline and online of close to US$500 million again. Today Almundo runs 67 retail agency outlets in Argentina and aims to grow that number to 200 branch offices by the end of 2019. It believes its technology, inventory, and marketing will draw many independent agencies to become franchisees. In Brazil, Almundo faces a formidable challenge there, given the established players. In Argentina, Despegar remains a formidable competitor. In Mexico and Colombia, Almundo is working to improve its marketing and operational efficiency. Almundo, which has more than 850 employees today, is also looking to expand outside of Latin America by 2020.

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

We are excited to announce that Gustavo Guerra, Brand Director, Tecate Equity at Heineken USA, is joining the Portada Brand Star Committee, one of the six units of Portada’s Council System. The Council System next in-person meeting will be at Portada Los Angeles on March 14 in Los Angeles’ Loews Hotel.

Gustavo Guerra currently serves as Tecate Brand Director within HEINEKEN USA. As a key executive, Guerra is responsible for strategic planning, creative content, experiential and public relations. He also leads a successful sponsorship strategy and execution in Boxing under a through-the-line approach that has given industry’s recognition for performing world-class activations.

Guerra joined HUSA after two successful years as the head of marketing of Chivas de Guadalajara, the most popular and important soccer club in Mexico. Prior to that, he served for 10 years as Senior Group Brand Manager at Heineken Mexico.

Guerra is particularly experienced and passionate in Sports Marketing and as a proud Latino living in the US, have full understanding of the Hispanic market.

Welcome Gustavo to the Portada Council System!

A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • Heineken USCOPA90 and Heineken USA started a film collaboration with The Players’ Tribune. The  two-part original film series takes NY Knicks’ Tim Hardaway Jr on “a day-long journey exploring fan culture and match-day experiences at the Real Madrid vs AS Roma ICC game in New York.” Throughout the season, HEINEKEN USA is sponsoring COPA90’s flagship show, Walk Talk Football, hosted by Pearce. This sponsorship also includes the MLS season preview and episodes across Heineken Rivalry Week.

 

  • Univision exec Boris Gartner has been named CEO of LaLiga North America, a joint venture of the league and the sports marketing group Relevant. Gartner will be in charge of finding new media outlets for coverage of LaLiga games and to promote league’s players.

Also, read Beyond Friendly; La Liga Takes a Bold Next Step for the Business of American Soccer

  • MLS and Twitter unveiled a new Tweet Cam, as part of MLS Heineken Rivalry Week. The Twitter powered camera is part of a social campaign and allowed fans the ability to get a glimpse of the action from the northeast corner of the arena.

Subscribe to Portada daily Sports Marketing Updates!

  • The Italian Football Federation (FIGC) has given its approval for Serie A teams to have a sleeve sponsor on their jerseys. The move means that in addition to a front-of-shirt and back-of-shirt sponsor, Italian clubs will be permitted to sell a space of 100cm2 on the left sleeve of their shirts, although it has not yet been confirmed when the new inventory will open up to brands.

A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • Club Puebla🎽AT&T Mexico has inked a deal to sponsor Liga MX football club Puebla FC. With this partnership, Puebla will include AT&T’s brand on the front of its shirts and, as main sponsor, its logo will also feature throughout the team’s Estadio Cuauhtemoc home ground. AT&T also sponsors Liga MX teams Monterrey and America.

 

  • Egnyte, a provider of secure content collaboration and compliant data protection, will provide its platform to the AS Roma football club. AS Roma is modernizing their infrastructure as they move to the cloud, creating secure collaboration across their entire organization. “Egnyte came in and transformed the way we approached collaboration across every department, from sales and marketing to operations and IT, making us more mobile and more efficient than we’ve ever been before,” stated Fabrizio Preti, Chief Technology Officer at AS Roma.

Subscribe to Portada daily Sports Marketing Updates!

  • HeinekenHeineken kicked-off its partnership with Italian Sportswear brand Kappa® for a limited edition, six-piece capsule collection. The 2018 #Heineken100 program commemorates and continues the conversation following the World Cup, by partnering two global iconic brands that share a rich heritage of supporting soccer style and culture.

 

  • Arsenal has hired former Candy Crush data expert Mikhail Zhilkin as a data scientist. He will focus on analyzing injury and related physical data, and putting together insights to be utilized as coaching tools.

 

  • Nexen Tire, a tire manufacturer and the Official Tour Partner of Manchester City Football Club (Manchester City), is officially sponsoring the ‘2018 International Champions Cup (ICC)’ in the United States for the second consecutive year. The 2018 ICC, which began on July 20, runs until August 11 across America, Europe and Singapore.

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!)

WPP’s Wunderman announced today the appointment of Ian Sohn to president of the Chicago office. Sohn, who hails from SapientRazorfish, where he was most recently managing director of Chicago, is set to assume his new role on June 11.

 

 

 

 

 

 

Verizon announced on Friday that its current chief technology officer, Hans Vestberg, will succeed CEO Lowell McAdam in August.

 

 

 

 

 

 

More than two years after a sexual harassment lawsuit filed against Gustavo Martinez upended the ad industry and two months following the settlement of said suit, WPP and the former JWT CEO have announced that they will go their separate ways.

 

 

 

 

 

 

Stitch Fix has brought Deirdre Findlay on board as the company’s chief marketing officer. Findlay joins from Google, where she served as senior director of global hardware marketing.

 

 

 

 

 

Jacqueline Hernandez, formerly of NBCUniversal, has been named President of Combate Americas. Hernandez will work with CEO Campbell McLaren on overseeing Combate Americas’s entire business as the company plans its expansion with the Hispanic fan base at its core.

 

 

 

 

 

 

 

Heineken USA appointed Maggie Timoney as Chief Executive Officer. Timoney is joining Heineken USA from Heineken Ireland where she’s served as the CEO for the last five years.

 

 

 

 

 

Mark Creighton is leaving Dentsu Aegis Network as chief operating officer.  There are currently no plans to replace him. Creighton said he will be taking a break “and then determining what the next exciting new chapter will be for me”.

 

 

 

 

 

 

Trefor ‘Tom’ Thomas has departed his post of chief creative officer at direct agency Lida to join Tug as its global chief creative officer. Thomas’  remit will be to expand creative output across the digital agency’s network of worldwide offices.

 

 

 

 

Independent media agency Medialab has announced that Stewart Easterbrook will be joining its board as chairman this month. Medialab has also made a number of other senior hires this year, including Steven Venes from John Ayling as broadcast director and Tony Oakley from MC&C becomes head of digital.

 

 

 

 

 

Phil Toms has joined Pilgrim, the agency launched by former Britvic marketing director Andrew Marsden last year. Kat Mitchell and Jason Vrakas, previously executive creative directors at You agency, have joined Pilgrim as well as executive creative director and head of art respectively.

 

 

 

 

 

In-house specialist OLIVER has appointed Lisa Bonney as its global chief marketing officer. Bonney’s remit is to develop and execute strategies that further cement OLIVER as the go-to in-house practitioner, while also supporting further international and organic growth.

 

 

 

 

 

Berlin Cameron, a WPP creative agency,  appointed Karen Flanagan as managing director.  Karen will be the primary point of contact for senior clients across the agency, as well as serving as the executive lead on Berlin Cameron’s premier account, Capital One.

 

 

 

 

A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • USLThe United Soccer League (USL) announced a partnership with WSC Sports, the leader in AI-powered sports video content, to automate and simplify USL’s video creation capabilities. USL will be able to create automated video highlights for more than 500 games of the regular season and playoff games. This places the USL on the same level as other WSC Sports clients that include the National Basketball Association, FIBA, Turner Sports and Cricket Australia.
  • Canadian Premier League has granted a conditional club for Vancouver Island. The club will begin to play in 2019, upon the completion of a lease agreement at Westhills Stadium in Langford.
  • Univision Deportes has made deals with Heineken, KFC, Nissan, and Walmart as sponsors for its World Cup coverage content, which will include reporting and analysis of the month-long tournament.
  • Adidas will be outfitting 12 teams in the upcoming World Cup, over Nike’s 10 gear sponsorships, according to REUTERS. While team deals are important for sales of football jerseys, “more critical for sales of boots is the sponsorship of top players.” According to REUTERS data, Nike expects 60% of all players heading to Russia to wear its boots.

Subscribe to Portada daily Sports Marketing Updates!

  • Twitter released a blog post sharing new data on which of the World Cup’s teams are the most mentioned around the globe over the past month. These are the top five: 1. Argentina. 2. Japan. 3. France. 4. England. 5. Spain.
  • CONMEBOL.comMP & Silva has made a formal offer to hold the media rights for CONMEBOL’s Copa America 2019 edition until June 13. The sales tender process will be open to broadcasters, digital platforms and media companies that operate in the United States territory and internationally and divided into two packages: the right to exploit the media rights in the United States in the Spanish language; and the right to exploit the media rights in the United States in the English language.
  • FOX Sports has made a deal with adidas as the presenting sponsor of the full company streaming effort across all digital platforms for the 2018 FIFA World Cup Russia. Coca-Cola is sponsoring the short-form 90 in 90 match highlights, one of the top-performing FOX Sports digital offerings, as well as joining adidas as a co-sponsor of Team Channels.
  • FanDuel is launching World Soccer Pick’em, presented by GameCredits. This marks the company’s first fully integrated fantasy US product for a global sporting event. Soccer fans will have access to a wide range of fantasy contests for the World Cup. FanDuel’s World Soccer Pick’em is available starting today, June 7th on FanDuel.com and on the FanDuel app.

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. 

  • HSBC

HSBC, The Hong Kong and Shanghai Banking Corporation, has awarded Omnicom agency PHD its´ US$400 million global media buying account beating 10-year incumbent agency Mindshare, The Wall Street Journal first reported. WPP’s JWT still handles some HSBC creative work.

 

 

 

 

  • Heineken

Holland-based brewing company Heineken has acquired a minority stake in Belize Brewing Company Limited (BBC). The partnership provides BBC, a subsidiary of Bowen and Bowen Limited, with a strong international partner. BBC has been importing and distributing Heineken’s brands including Amstel and Red Stripe in Belize since 2016.Heineken has recently made huge investments in Latin America, including opening a new brewery in Meoqui, Mexico in February of this year. This is the seventh brewery Heineken opens in Mexico and it has the capacity of producing six million hectalitres per year. The brewery will produce brands that include Tecate, Dos Equis, and Heineken for the Mexican and international markets. This investment amounts to US$500 million and is considered to be the largest project in the company’s history. As part of their environmental sustainability, this brewery will operate on 100% renewable electricity through a combination of solar and wind power supplies.Heineken also reported that its beer volumes increased by 6.8% in Latin America, especially in Mexico.

 

 

  • Viceroy Hotel Group  

Los Angeles-based Viceroy Hotel Group is expaning in Latin America with the highly anticipated opening of Viceroy Los Cabos. The latest addition to The Viceroy Icon Collection,  Viceroy Los Cabos is located in the heart of San José del Cabo on the picturesque coast of Baja California. This opening marks a proud collaboration with Rodina Group, one of the top investment firms in Mexico specializing in hospitality, real estate, transportation and infrastructure. Expanding their global footprint into San José del Cabo, Viceroy has grown its Mexico presence where it currently operates Viceroy Riviera Maya, a luxury resort in Playa del Carmen. The opening of Viceroy Los Cabos is a vital part of the brand’s bold and expansive growth strategy with forthcoming openings in Serbia, Argentina, Panama, Portugal, and Vietnam.

 

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.

  • Plus Ultra

Spanish airline Plus Ultra will develop a project with Venezuela after the first Madrid-Caracas flight, with which this route between both countries was inaugurated.The project which will be able to develop with the assistance of the Venezuelan authorities. Not only will the airline take passengers from Madrid to Caracas, or from Tenerife to Caracas, but what the company will do is develop a basic project for Venezuela that meets all the expectations they have of a new airlineThe vice president of Plus Ultra, Julio Martinez, notified that on June 30th they will activate the route to Tenerife.Martinez explained that the company, in addition to providing conventional flight services, wants to dedicate itself to encouraging tourist activity in destinations such as Los Roques, Margarita and Canaima. In alliance with the National Government, by 2019 the airline plans to make flights to link five European cities with five Latin American cities through Caracas.

 

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 Isabel Ojeda at isabel@portada-online.com.

For prior Sales Leads LatAm editions, click here. 

  • Pizza Hut & Telepizza Group

Pizza Hut, a division of Yum! Brands, Inc. and one of the world’s largest pizza restaurant company with nearly 17,000 restaurants in over 100 countries, and Telepizza Group, the largest non-U.S. pizza delivery company worldwide with more than 1,600 stores in over 20 countries, announced a strategic deal and master franchise alliance to accelerate growth across Latin America (excluding Brazil), the Caribbean, Spain (including Andorra), Portugal and Switzerland.The landmark deal doubles Pizza Hut’s footprint in the regions covered by the alliance; places Pizza Hut in the number one position in the category across Latin America and the Caribbean in terms of unit count; and confirms Pizza Hut’s position as the world’s largest pizza restaurant company. As a result of the alliance, Telepizza Group will become Pizza Hut’s largest master franchisee globally by unit count and a leading multi-country pizza operator worldwide.As master franchisee, Telepizza Group will oversee Pizza Hut franchisees who will continue to operate Pizza Hut stores in Latin America (excluding Brazil) and the Caribbean. Telepizza Group will also progressively convert its existing stores in this region to Pizza Huts and leverage Pizza Hut’s brand awareness to accelerate store network expansion and boost entry into key growth markets.

 

 

  • Heineken

Amsterdam-based brewer Heineken, currently the world’s second-largest beer company, has been conducting a global review of the media planning and buying business.Heineken calls the process a “presentation,” but it more closely resembles a closed review between the company’s two global media partners: Publicis Groupe’s Starcom Worldwide and Dentsu’s Dentsu Aegis Network, Adage has reported.Heineken does not expect to consolidate media buying to a single agency, according to sources familiar with the matter.Apparently, this review does not include other brands in the Heineken roster like Dos Equis, Tecate, Newcastle or Amstel Light. Heineken spent US$173 million on paid media in the U.S. in 2017, according to Kantar Media, while the  brand’s global annual marketing budget is approximately US$450 million.

 

 

  • BRF

Media agency Carat, part of Dentsu Aegis Network Group and led in Argentina by Guido Righetti, continues to strengthen its relationship with BRF, one of the world´s largest food companies. Following a review, the agency will continue to be in charge of online & offline media buying and planning for various BRF brands, including Sadia, Paty, Vienissima, Qualy and Campo Austral.

 

 

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.

  • Hot Wheels®

Mattel´s Hot Wheels, one of the best selling toysglobally, celebrates its 50th anniversary. Conceived in 1968 by an innovator, a rocket scientist and a car designer, Hot Wheels 1:64th scale die-cast cars were designed to look awesome and perform. To celebrate this anniversary, Hot Wheels is introducing a year-long lineup of live experiences, new products and compelling content. Among other things, Hot Wheels will be creating live experiences to bring kids, fans and collectors together across the globe. Beto Carrero – Hot Wheels World: The largest theme park in Latin America, Beto Carrero will open an immersive brand experience with a dedicated Hot Wheels themed area within the park. The area will feature over 7.5 acres dedicated to Hot Wheels, including a live-stunt show, themed restaurant and retail shop with plans for additional experiential attractions. To learn more and stay up to speed with how Hot Wheels is celebrating its 50th anniversary, fans can visit HotWheels.com and follow #HotWheels50. With a global workforce of approximately 32,000 people, Mattel operates in 40 countries and territories and sells products in more than 150 nations.

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 Multicultural consumers right now.

For prior Sales Leads editions, click here. 

  • Procter & Gamble

American consumer goods giant Procter & Gamble has consolidated most media duties for its North American hair-care business with Dentsu Aegis Network’s Carat following a review, Adage reported. The review included Omnicom’s Hearts & Science, the incumbent on most of the business. Both Carat and Hearts & Science will continue to handle the bulk of P&G’s broader North American media account—business that was awarded after a 2015 review.

 

 

 

  • La Bonita Supermarkets

Last May 19, Las Vegas Lights FC returned home to Cashman Field to face top Western Conference foe Real Monarchs SLC. Fans were able to take advantage of a special offer from the club, in conjunction with one of the team’s proud local partners – La Bonita Supermarkets. Each single-game ticket purchased at any of the six La Bonita locations in the Las Vegas valley came with a free Lights FC scarf.“La Bonita is thrilled and honored for this partnership opportunity with Las Vegas Lights FC, and the impact it is creating within our community,” said Jose Martinez, La Bonita Supermarkets Vice President of Operations. Las Vegas Lights’ Steve Pastorino talked about their deal with La Bonita Supermarkets. While the deal was a boon for credibility in the Latino community for the expansion USL club and their brand, the real success was in getting non-Spanish speaking Anglo fans to go and check out the offerings at the chain.

  • Heineken

Amsterdam-based brewer Heineken, currently the world’s second-largest beer company, has been conducting a global review of the media planning and buying business.Heineken calls the process a “presentation,” but it more closely resembles a closed review between the company’s two global media partners: Publicis Groupe’s Starcom Worldwide and Dentsu’s Dentsu Aegis Network, Adage has reported.Heineken does not expect to consolidate media buying to a single agency, according to sources familiar with the matter.Apparently, this review does not include other brands in the Heineken roster like Dos Equis, Tecate, Newcastle or Amstel Light. Heineken spent US$173 million on paid media in the U.S. in 2017, according to Kantar Media, while the  brand’s global annual marketing budget is approximately US$450 million.

  • Colonial Life

Spanish-speaking consumers can now learn more about healthy living, employee benefits, and other workplace issues on a new Spanish-language consumer site from Colonial Life & Accident Insurance Company.As an enhancement to the company’s two-year-old WorkLife consumer website, the Spanish-language site will feature content on benefits and types of insurance, healthy living, finances and common workplace issues.“This website will be a valuable resource to Hispanic business owners and their employees,” said Dana Bagwell, director in growth markets at Colonial Life. According to the U.S. Census Bureau, the number of Latino consumers will increase 163 percent to 133 million by 2050. Colonial Life is investing in this population by improving the overall consumer experience and targeting high growth areas for Spanish-speakers.

 

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

  • Ibotta 

Free mobile shopping app Ibotta has appointed Los Angeles independent agency Mistress as agency of record, following a review. Mistress will handle creative, brand strategy, media buying and planning and social media strategy, tasked with developing campaigns to help Ibotta grow in 2018 and beyond.

 

 

 

 

  • Delta Air Lines

Delta Air Lines, Air France-KLM and Virgin Atlantic Limited have signed definitive agreements paving the way forward for their expanded trans-Atlantic joint venture. The joint venture agreement signed by Delta, Air France-KLM and Virgin Atlantic sets out the governance as well as the commercial and operational terms of the expanded trans-Atlantic joint venture.Upon completion, Air France-KLM will acquire a 31 percent stake in Virgin Atlantic currently held by Virgin Group for £220 million.Virgin Group will retain a 20 percent stake and Chairmanship of Virgin Atlantic.Delta will retain its 49 percent stake.Delta, Air France-KLM and Virgin Atlantic will now coordinate efforts to secure the appropriate regulatory approvals.The airlines’ expanded joint venture will become the preferred choice for customers travelling across the Atlantic. Customers will also benefit from the co-location of facilities at key hub airports to improve connectivity and access to each carrier’s airport lounges for premium passengers.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

A summary of the most exciting news in multicultural sports marketing. If you’re trying to keep up, consider this your one-stop shop.

  • Streaming service fuboTV added SNY, the official television home of the New York Mets, Jets, and all things New York sports, to its channels, making it available to new and existing “Fubo Premier” subscribers at no additional cost.  With this, fuboTV has become the only OTT provider to offer all three NY regional sports networks in its base package.
  • Major League Baseball renewed alliances with HBO to create customized “Game of Thrones” events, giveaways, ticket specials and experiences to participating MLB ballparks this Summer. 31% of MLB players are Latino, according to ESPN.
  • Ricardo Zúñiga
    Ricardo Zúñiga, Deputy Coordinating Editor for ESPN’s global digital content team.

    Ricardo Zúñiga has become Deputy Coordinating Editor for ESPN’s global digital content team. He’ll be covering content in Mexico, the Caribbean, Central and South America and other territories. He will also work closely with the ESPN Deportes team on editorial integration of the U.S. Hispanic content.

  • beIN Sports signed a TV deal with Major League Wrestling, starting April 20. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.
  • Peter Hutton, former Eurosport CEO, will become Facebook’s Director of Global Live Sports Partnerships and Programming, leading the live sports broadcast strategy. According to The Nativa, in 2016 there were 28.03 million US Hispanics on Facebook.

Subscribe to Portada daily Sports Marketing Updates!

  • Heineken had to remove a Heineken Light ad, after being accused of using a “terribly racist” tagline, by Chance the Rapper in a tweet, which quickly generated controversy. “Sometimes Lighter Is Better,” was the campaign’s slogan.
    Heineken USA issued a statement within hours: “For decades, Heineken has developed diverse marketing that shows there’s more that unites us than divides us. While we feel the ad is referencing our Heineken Light beer — we missed the mark, are taking the feedback to heart and will use this to influence future campaigns.”
  • Hankook USAHankook Tire and Major League Baseball entered into a new multi-year sponsorship that names Hankook Tire the Official Tire of MLB in the United States and Korea. The new partnership aims to showcase Hankook Tire across Baseball’s media assets including MLB Network, digital platforms such as MLB.com & social media, and MLB ballparks.
  • Los Angeles Dodgers have extended their partnership with San Manuel Casino for the eleventh consecutive season. In addition to joint hospitality and marketing opportunities, San Manuel and the Dodgers will collaborate with the Los Angeles Dodgers Foundation.
  • The NFL and Nike extended their on-field rights partnership. Nike will continue to provide all 32 NFL Clubs with uniforms and sideline apparel bearing the Nike brand for use during all games. “Nike has been a long-time and trusted partner of NFL and we’re thrilled to extend our relationship with them,” said Brian Rolapp, Chief Media and Business Officer for the NFL.

Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!

A summary of the most exciting news in soccer marketing. If you’re trying to keep up, consider this your one-stop shop.

  • HeinekenHeineken extended its Major League Soccer partnership for five more years, to serve as the Official Beer of MLS. Heineken will continue to sponsor Rivalry Week. “Soccer has been a crucial platform for Heineken across the globe with multiple league, team and championship game sponsorships. In the U.S., our partnership with MLS has helped drive the sport’s rapid expansion and growing popularity,” said Felix Palau, Heineken SVP of marketing, in a statement.
  • The Chicago Fire Soccer Club announced a partnership with Evanston Soccer Association to bring numerous programs, services and supplemental playing opportunities to ESA and its players. ESA will rebrand its Under-13 through Under-19 boys and girls age groups to Chicago Fire Juniors North Shore.

Subscribe to Portada daily Sports Marketing Updates!

  • CHIVASLigaMX soccer team Chivas and German Borussia Dortmund have started a knowledge-sharing partnership. The Bundesliga and Liga MX teams will collaborate on financial, sports and administration strategies, as well as player signings and marketing.
  • The Los Angeles Galaxy announced a multi-year extension of their partnership with Constellation Brands. Modelo Especial will become the exclusive import beer sponsor of both the LA Galaxy and their StubHub Center home, with branding displayed throughout the stadium. Constellation Brands will also be listed as a founding partner of the 27,000-seater stadium.
  • Fifa has sealed a deal with Russian telecoms operator Rostelecom as partner of this year’s Fifa World Cup national team tournament. As part of the deal, Rostelecom will receive a range of rights, including LED board exposure at matches during the tournament and the opportunity to run ticket raffles.

Check out the stars of Portada’s Sports Marketing Board, who will meet at Portada Miami on April 18-19 to discuss various topics related to the future of marketing and innovation in sports. Register now!

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!)

 

Burson-Marsteller has announced Jonathan Stern‘s arrival as Managing Director and Market Leader of the firm’s Miami office, a key component of the firm’s Latin America business.  Stern will lead a team serving diverse clients, will be responsible for the strategic growth of the Miami operation, and provide senior counsel to key clients.

 

 

 

 

 

Adsmovil has announced the appointment of Alejandro Leyva as (CDO) Chief Data Officer. Based in Miami, he’ll be in charge of developing the data area for the Latin American and US Hispanic markets.

 

 

 

 

 

Dataxu, a software provider for marketing professionals, has announced the promotion of Tiffany Mosher to Chief People Officer. In this newly created role, she will expand upon her previous role leading global human resource operations and initiatives for the team of more than 350 employees.

 

 

 

 

Spanish Broadcasting System, Inc. has named Geraldo Arriaga as Vice President, Digital Media Sales of SBS, LaMusica App. In this role, Geraldo will spearhead all of the Company’s digital revenue efforts at the national scale and ensure SBS’s Digital Media programs are fully integrated into the network’s growing “Original Content Strategy.”

 

 

 

 

Luis Solis is now Director, Integrated Sales (Eastern Seaboard) at Meredith Corporation.

 

 

 

 

 

 

Michael Strober, previously VP of client strategy and ad innovation at Turner, is leaving the company. He has also been an integral member of OpenAP, the consortium developed by Turner, Fox and Viacom last year to help standardize audience buying on TV that goes beyond traditional, basic demographics.

 

 

 

 

The New York Times has promoted Gilbert Cruz, previously television editor and an innovative digital journalist in the world of entertainment and the arts, to Culture Editor of The Times. In the years ahead, Gilbert’s primary task will be to build and expand a powerful digital culture report to complement the journal’s print sections.

 

 

 

 

Ingrid Ciprian-Matthews has been promoted to Executive Vice President at CBS News, starting this month. She’ll continue to work directly with CBS News President David Rhodes overseeing day-to-day news coverage.

 

 

 

 

 

 

Chiqui Esteban is the Washington Post’s new Graphics Director. The paper’s Executive Editor Martin Baron and Managing Editor Emilio Garcia-Ruiz announced his promotion, praising Esteban’s skills an influence as department head for a year and a half.

 

 

 

 

Nuno Teles, a 14-year Heineken veteran who has been U.S. chief marketing officer since early 2014, is departing to take over as the president of Diageo’s beer division, which includes Guinness, starting in March. His replacement as of April 15 is Jonnie Cahill.

 

 

 

 

Marta Fontcuberta has announced her departure from The Coca-Cola Company, where she was global head of marketing communications based in Atlanta. She was distinguished by Adlatina and AdAge as one of the 14 Women to Watch when she was head of marketing communications in Latin America.

 

 

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

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

Join us at PORTADA Mexico!

  • Macy’s

Retail chain Macy’s has selected BBDO New York as its new creative agency. Incumbent creative agency, New York-based Figliulo & Partners is out. Macy’s is one of the biggest advertisers in the category, spending close to US$700 million on measured media in 2016. Dentsu’s Carat, which became the company’s U.S. media agency of record in 2012 and won the global assignment the following year, will not be affected. Macy’s spent US$681 million on measured media in 2016 and a combined US$243 million during the first two quarters of this year, according to the latest numbers from Kantar Media. Macy’s previously announced that it will be running less national advertising, focusing more on regional buys at local TV stations, and would be doing more 15-second commercials rather than traditional 30’s.

 

 

  • Heineken

Heineken is betting heavily  on soccer,m  because the sport is the ideal fit for the brand’s target audience – multicultural millennials. According to Felix Palau, global marketing director of Heineken North America: “There are around 45 million U.S. soccer fans on social media today. It doesn’t mean they’re not interested in NFL or basketball anymore. It’s just that they’re broadening their sports repertoire.” Heineken’s soccer marketing effort started in 2015 when the brewer replaced Budweiser as the official beer of Major League Soccer (MLS). Since then, Heineken has sponsored eight local soccer teams in cities across the U.S., worked with the International Champions Cup to bring European matches to the U.S. and launched soccer-related campaigns with big-name soccer players. Beyond the stadium, Heineken localizes content on digital channels, using players from local teams it sponsors and soccer stars. Palau said Heineken sees its soccer strategy as a 10-year commitment. According to research, Heineken conducted through through Nielsen, t the likelihood MLS fans buy Heineken increased by 11 percentage points from 2015 to 2016. Felix Palau will be one of the participant’s in Portada17 on Sept. 13 and 14 in New York City.  More info here.

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

 

  • Domino’s

Food chain Domino’s Pizza has extended its advertising and related services agreement with MDC Partners’ CP+B through 2020, Mediapost has reported. The agency will continue handling creative, brand strategy, media planning and digital initiatives.The agency has also helped Domino’s ramp up ordering platforms and loyalty programs.  Domino’s now generates 60 percent of orders via digital channels in the U.S.Domino’s Pizza now has more than 14,200 stores in over 85 international markets. It reported global retail sales of nearly $10.9 billion in 2016, with more than $5.3 billion in the U.S.

 

  • Carnival Cruise

Carnival Cruise Line has named MDC Partners’ Anomaly its new creative agency of record, following a competitive review, according to people with knowledge of the matter.The agencies in the final round of the review, which was run by SRI, included Anomaly, Droga5 and R/GA. Havas’ Arnold previously handled the account but did not defend the business. The budget on the account comprises some US$60 million, according to people familiar with the business. Carnival Cruise parent Carnival Corp. expects revenue to increase 3.5% in 2017. Last spring, Carnival consolidated its media agency business in North America and the U.K. with Omnicom’s PHD.

 

  • PHP Agency 

Mostly Hispanic market targeted financial marketing company PHP Agency has closed a US $10.0 million expansion financing round. The round will help the agency accelerate growth and strategic expansion.The Company has differentiated and distinguished itself by recruiting multicultural agents in their 30’s to the life insurance industry. Retired boxer, promoter and entrepreneur Oscar De la Hoya is an investor in PHP Agency.The company was founded in 2009 to expand the availability of life insurance and annuities to the middle class – the Hispanic population being a major targeted segment – and is licensed in 49 states.  It has been profitable and fast growing since its inception, generating a trailing CAGR of nearly 50% and a current string of nine consecutive quarters of record revenue.

  • Totto 

Totto, handbags, accessories and apparel brand, has announced its official launch in the U.S. The Totto brand has managed to make its way into 56 countries.Founded in 1987 in Bogota, Colombia, the brand is available at 600 locations worldwide.Available in December, the T-Track offers GPS locator, a USB charging port, integrated lock, ergonomic design, and more. Another product, the Bunker Pack 3.0 Backpack, features material similiar to that used in bulletproof vests, security buckles, and four hidden pockets, including one with anti-RFID technology, makes it ideal for keeping belongings safe wherever you go.

 

  • Sprint

Sprint is betting big on influencer marketing with its latest #LiveUnlimited campaign, and has enlisted  influencers such as Latin award winning artist and former Sprint employee, Prince Royce;Venezuelan-American internet personality and actress, Lele Pons; American serial entrepreneur and motivational speaker, Gerard Adams & Fitness guru and YouTube content creator, Bradley Martyn. Each of these influencers has a followership in the millions, making their total reach on Instagram alone a whopping 30 million followers.The campaign is actually a collaboration between Sprint’s Latin and US teams, strategically choosing influencers that hit both markets with plenty of crossover appeal. The storyline is simple, and weaves in narratives that pertain to each influencer’s unique personal brand, explaining how they #LiveUnlimited. The campaign promotes reasons to #LiveUnlimited allowing each of the influencer’s personality to shine through as they share their personal reasons of how and why they #LiveUnlimited. The featured influencers tap into both markets and touch many different passion points and industry verticals.

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. 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.

Join us at PORTADA Mexico!

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.

To subscribe to Portada’s Interactive Database of Marketers targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads LatAm editions, click here.

  • Nike

The athletic footwear brand announced a restructuring of its organization that cuts about 1,500 jobs and reduces the number of shoe styles offered by 25 percent. The move is Nike’s effort to reconnect with consumers and combat softening sales.Under the new alignment, called “Consumer Direct Offense,” Nike aims to better serve the consumer personally, at scale. Nike will focus on 12 key cities (New York, London, Shanghai, Beijing, Los Angeles, Tokyo, Paris, Berlin, Mexico City, Barcelona, Seoul and Milan), which represent over 80 percent of Nike’s projected growth through 2020. To improve efficiency, a simplified geographical structure supports all key cities and countries, changing from six to four—comprised of North America; Europe, Middle East and Africa (EMEA), Greater China, and Asia Pacific and Latin America (APLA).A new organization, Nike Direct, led by President of Nike Direct Heidi O’Neill and Adam Sussman, chief digital officer, will unite Nike.com, direct-to-consumer retail, and Nike+ digital products. Nike will also extend innovations to its strategic wholesale partners.Nike Direct aims to unite physical and digital retail to serve consumers through apps. Over the next several months, Nike is also launching its Nike+ and SNKRS apps globally to energize the sneaker experience in new markets.The company tapped Michael Spillane, Nike Inc. president of product and merchandising, to help ramp up speed.

  • Heineken

In Europa, the Champions League is played at night time and fans enjoy it after work and with friends at pubs. In México, it does not happen in the  same way. Due to the time difference, the matches are played during work time. Heineken wanted to make Mexican fans feel the same passion for the Champions League as Europeans do, even if it happens while they are working. Publicis WW México, the agency led by Juan Carlos Tapia unveiled “The Freelancer”, a campaign developed by Jessica Apellániz and Diego Wallach, Creative Vice Presidents, and created especially for Heineken during a Champions League semifinal game. Participation started on April 10th 2017 at thefreelancer.com.mx; The winners left their real jobs for a week and they traveled to a Champions League semi-final match, where they worked for hours and even minutes before the game started; then, they enjoyed the game as a true fan. Publicis WW México is Heineken´s media agency in México.

  • Johnson & Johnson

Johnson & Johnson has chosen DM9 to handle strategic planning and creative direction for the feminine hygiene products brand Siempre Libre  in India, the Philippines, South Africa, Brazil, Argentina and Colombia. DM9 was already handling the account in Latin America. In 2015, J&J consolidated its global media account with J3, a dedicated shop within IPG’s UM, for global markets including Asia Pacific, Latin America (excluding Brazil), Europe, Middle East and Africa.

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • Natura

The Brazilian cosmetics company Natura says it’s in talks with L’Oreal to buy The Body Shop for US $1.1  billion and the deal is expected to close by the end of this year. L’Oreal owns The Body Shop. Natura, currently is one of the largest beauty companies in Brazil and sells its products both through standalone stores as well as through direct-selling representatives. Besides Brazil, it has a wide presence in several Latin American countries including Argentina, Peru, Columbia, Chile, Bolivia, Mexico, as well as in France. With around 1.5 million sales consultants, Natura has surpassed the sales of the direct selling beauty company, Avon, in Brazil for over a decade. The Body Shop, on the other hand, has over 3,000 standalone stores in 66 countries.The joint entity of Natura and The Body Shop would churn out net sales of US $3.465 billion with a presence in around 3,200 stores across the globe.

 

  • Restorando 

Restorando has partnered with TripAdvisor in Seven Latin American countries to extend online restaurant reservations services to TripAdvisor users. Restorando works with over 5,000 restaurants and has seated 20 million diners to date across the Latin American region. Consumers browsing TripAdvisor restaurant listings now have the option to reserve a table online at thousands of popular restaurants in Latin American cities such as Buenos Aires, Mexico City and Bogota, among others. By clicking the Reserve button, consumers are brought to Restorandos online or mobile platforms to quickly and easily book a table.Terms and length of the agreement will not be disclosed.Headquartered in Buenos Aires, Restorando was founded in 2011, has raised US$22M in venture capital (Atomico, Emergence Capital, Kaszek Ventures and other investors) and has offices in Mexico City, Bogota, Sao Paulo and Rio de Janeiro. For more information, visit restorando.com.

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.

Celebrity sportscaster Fernando Fiore will kick-off PortadaLat in Miami’s Hyatt Regency Hotel on June 7. The argentine on-air-personality will be emceeing first-rate sessions with key players of the U.S. and Latin American sports marketing scene.  “It is a pleasure to participate in PortadaLat. The agenda and the high-caliber of the speakers are a guarantee for two intense and very productive days,” Fiore asserts.

Expect unmatched speaker quality and get new intelligence at the sports marketing sessions that kick-off PortadaLat on June 7, which will be emceed by sportscasting celebrity Fernando Fiore!

10:20 am – Soccer Clubs as Brands

Arno Trabesinger, MD Americas at FC Barcelona, Rudolf Vidal, President Americas at FC Bayern Munich,  and Sean Flynn, CEO, The Miami FC will talk about soccer clubs as a brand (more major speakers to be announced soon!). These leading executives from the best soccer clubs in the world will discuss key topics including the internationalization of the soccer fan, opportunities in the U.S. and Latin America for European soccer clubs, and broadcast vs. OTT.

11:00 am – Visa’s New Outreach Strategy to Millennials

Andres Polo, VP Digital Marketing, at Visa will make a presentation about how Visa is extending its traditional sports partnerships, including e-sports, in order to appeal to Millennials.

11:15 am -How Top Marketers Leverage Sports Content

Sports marketing experts including Andres Polo, VP Digital Marketing, Visa, Felix Palau, VP of Tecate at Heineken; Ed Carias, Sr. Brand Manager at el Jimador Tequila – North American Region, Brown-Forman; Tab Bamford, Managing Director at La Vida Baseball; and Federico Grinberg, Co-Founder and CEO of Futbol Sites will discuss new opportunities for brands to leverage Sports content in order to better connect with the U.S. and Latin American consumer.

12:00 am – The Golazo Campaign Pitch

Nine shortlisted nominees will confront our specialized jury at the Golazo Soccer pitch battle!

Check out the agenda of PortadaLat June 7-8 at Miami’s Hyatt Regency Hotel!

Registration: We have added new Ticket Types to Meet Your Needs!

DAY 1: SPORTS AND TRAVEL MARKETING DAY (June 7): The first day of PortadaLat will focus on how technological innovation is impacting key segments of business and marketing with emphasis on Travel and Sports. All sessions, keynotes, and marketing-tech showcases are included as well as light food, sandwiches, and beverages. (US $199)
GENERAL PASS: Attend the overall PortadaLat event on June 7 and June 8. All sessions, keynotes, networking, food and beverage included! (US$549)
VIP ATTENDEE: Meet up with 5 high-level brand, agency or media executives of your choice attending or speaking PortadaLat. These 10-minute meetings will take place in a separate room during the first and second day of PortadaLat and are designed to help you build valuable relationships. General Pass offer is included. (US $ 1,999).
DAY 2: BRAND INNOVATION DAY (June 8)
The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included. (US$ 549!)
Secure your spot for PortadaLat next week!

What: Ed Carias, Sr. Brand Manager at el Jimador Tequila – North American Region, Brown-Forman, and a speaker at our upcoming PortadaLat conference next month speaks to Portada about what he has learned about strategizing and activating sport sponsorships and sports related ad campaigns. 
Why it matters:
 Sports marketing, particularly as it relates to sponsorships is an area that is strongly growing in the overall U.S. marketing landscape.

Sports background Free VectorWhen you build a sports marketing strategy for your brand, it is very important to first understand what you are trying to accomplish if you want your investment to be successful, explains Ed Carias, Sr. Brand Manager at el Jimador Tequila – North American Region, Brown-Forman.

“To sponsor a sports team or a particular player (celebrity)  may not necessarily  be the right choice. The decision to sponsor a particular property has to be aligned with the brands overall goals,” Carias adds.

The decision to sponsor a particular property has to be aligned with the brands overall goals.

According to Carias,  Sports marketing has become a widely used and accepted piece of the marketer’s toolbox,”  “Of course,  this doesn’t mean that because the opportunity is there you have to grab it. The sponsorship needs to make sense within the overall sports marketing framework. If a sports property can help you advance your overall brand or business goals then it becomes a really good opportunity and conversation, whether you are looking for awareness, or to make a connection with your target consumer.”

Choosing the Right Sport

Another challenge is to choose the right sport, Carias notes. There are so many sports to choose from, that you have to focus on the one that suits your brand best. A great example is what companies like Red Bull and Monster Energy have done through their association with extreme sports. “Once you decide that a sports partnership can help your overall business goals,” says Carias, “you have to take a look at what you want to accomplish with that, and at what resources you have available in order to  leverage  the sponsorship.”

Carias, a  member of Portada’s Sports Marketing Board,  notes that throughout his career he has had experiences with partnerships where he has not been able to fully leverage the rights or the name of the team. “We didn’t activate the partnership as well as we could have. That was a big learning for me,” he explains.

If you don’t have a plan that fully leverages the sports partnership then maybe you are better off doing advertisement around the sport.”

Through learning by doing it became clear to Carias that “if you don’t have a plan that fully leverages the sports partnership then you might be better off  doing advertisement around the sport.”

To know what works best in advance, you have to look at your overall plan and at the resources you have available, and then make a decision. Also, you might have a great marketing plan around a team sponsorship, but if you don’t have the money to invest in activities around the sponsorship,  you might be better off doing  something else.”

Carias has the following rule in order to make sure that a brand has the right level of resources to fund sports marketing efforts: “You need two dollars for every dollar invested in  a sponsorship in order to be able to fully leverage it.”

You need two dollars for every dollar associated with a sponsorship in order to be able to fully leverage it.

Major League SoccerSoccer Marketing…

“In the last ten years, soccer in the U.S. has continued to grow and to get bigger. The difference between  soccer and hockey is very small. They have almost the same popularity right now.” Carias believes.

“I don’t think soccer is approached  just as a way to target multicultural or Hispanic consumers anymore,” Carias emphasizes. In the last decade brands and fans have experienced that in addition to large metropolitan marketers, there is growth in smaller markets. MLS teams such as Seattle and Portland have shown that general market fans are as interested in soccer, “or maybe more interested in soccer,” than they are in other sports.

But soccer brands need to be careful when planning a sponsorship. There are many ways to advertise around soccer, you don’t need a partnership or a main sponsorship. “Billboard advertising as well as  stadium signage and other smaller sponsorship elements are also available.”

Subscribe to Portada daily Sports Marketing Updates!

What brands should be really looking for, is for customizable content that only they can provide to sports fans. The truth is, “soccer fans don’t need our brands to be fans, they already are, and they can find information about their team in one thousand different locations,” explains Carias.

Soccer fans don’t need our brands to be fans, they already are.

The key is to come up with content that really engages a brand’s target audience to interact with the brand. “That’s pushing us to do more custom content, and things that are unique.” For example, EL Jimador did a program with Tim Howard, the goalkeeper of the Colorado Rapids and the United States national team. The program  provided consumers a once-in-a-lifetime opportunity to shoot a penalty kick against Howard and potentially win one million dollars.”

“More brands are getting into these  kinds of unique partnerships and custom opportunities versus just having our name on the shirt, or making posters with the team logo for display.”

Carias believes that brands have gotten smarter and savvier on what it takes to leverage sports properties. But part of the challenge is that fans are smarter too. “We have to be more and more creative on how we provide value to the fandom.”

A brand that did a great job, according to Carias, is Heineken and their official sponsorship of MLS rivalry week. “It is a great idea because the rivalry is what fans really get excited about.” Heineken found the way to connect with fans with something that they already want. “They want to celebrate their team and show how their team is better than yours.” (Heineken became the MLS’s official beer starting January 2015. The Dutch brand replaced 20-year associate Budweiser, with a $50 million five-year deal.)

el Jimador Tequila…and why El Jimador Chose Soccer: Celebrations

The place where El Jimador fits into soccer is when a celebrations takes place. That is a natural connection where soccer and sports fans are comfortable engaging with an alcohol partner.

Celebrations are natural connections where soccer fans are comfortable engaging with an alcoholic brand.

Soccer for us feels like the right platform for the strategy that we are carrying out today in the US and in Canada,  because we are trying to connect with a multicultural audience. As a platform soccer allows us to speak to a Hispanic audience and the general market in the U.S. It is a very flexible platform.

Carias notes that soccer is one of the most alcohol friendly sports, “as it is a sport you watch together with friends at a bar, or with a drink in your hand.”

Soccer fans are very smart about their fandom, so you have to be as committed to the sport as they are.

El Jimador’s biggest challenge, Carias concludes, is to understand the sport and the fans. “We have seen over the last few years that soccer fans are very smart around their fandom, so you have to be as committed to the sport as they are.”

PortadaLat Registration: We have added new Ticket Types to Meet Your Needs!

DAY 1: SPORTS AND TRAVEL MARKETING DAY (June 7):  The first day of PortadaLat will focus on how technological innovation is impacting key segments of business and marketing with emphasis on Travel and Sports. All sessions, keynotes and marketing-tech showcases are included as well as light food, sandwiches and beverages. (US $199)
GENERAL PASS: Attend the overall PortadaLat event on June 7 and June 8. All sessions, keynotes, networking, food and beverage included! (US$549)
VIP ATTENDEE: Meet up to 5 high-level brand, agency or media executives of your choice attending or speaking PortadaLat. These 10 minute meetings will take place in a separate room during the first and second day of PortadaLat and are designed to help you build valuable relationships. General Pass offering is included. (US $ 1,999).
DAY 2: BRAND INNOVATION DAY  (June 8)
The second day at PortadaLat will celebrate Brand Innovation and showcase how leading companies are boosting brand equity and increasing their relevance in a disruptive environment in Latin America and the U.S. Breakfast, Lunch and Evening Reception Food and Beverages included. (US$ 549!)
Secure your spot and start the PortadaLat journey!

What: Mexican beer Tecate will be sold in 70 markets worldwide.
Why it matters: Because Heineken is building a new 7 billion peso plant in the northern state of Chihuahua, slated to start operations by the end of 2017. The plant will produce the Tecate Light, Tecate original, XX, and XX Light brands, in addition to several other beers to be exported to the United States.

Heineken announced that it will integrate Mexican beer Tecate into its international brand portfolio, expanding its reach to 70 countries. It will become the second Mexican brand to be launched globally by the Dutch company after Sol, which was the first to go international.

Dolf van den Brink, CEO and President of Heineken Mexico, highlighted Tecate’s good reception in international markets.

“Tecate is already Heineken’s second world brand by size, and as of this year will become part of our international portfolio. As of now, Tecate is already sold in 17 countries, but we are looking to position the brand in many more markets—this is a great moment for the brand,” said van den Brink.

Tecate is already Heineken’s second world brand by size, and as of this year will become part of our international portfolio.

The company recently launched Tecate in the Colombian market. However, no details regarding which new countries the brand would be positioned in during 2017 were disclosed.

The company announced at a press conference that the new Heineken plant, located in the state of Chihuahua, is already 50 percent built, and is slated to begin operations by the end of 2017. The new plant will increase Heineken’s production volume in the country by 15 percent.

“The Meoqui plant (in Chihuahua) has a capacity of 6 million hectoliters, which will expand our production capacity by 15 percent in the coming years. Mexico already represents 15 percent of the Heineken Group, and this new plant will make up 15 percent of that 15 percent,” said van den Brink.

Construction on the plant began at the end of 2015, with an investment of more than 7 billion pesos, and is part of the brewery’s plan to generate US $2 billion between 2015 and 2019 in the country, double that of the previous five years.

“It’s the largest (Heineken) plant in America and the world. We’ve never built such a large plant in any other country before and we hope to start operations by the end of this year—that was our first commitment,” said Van den Brink.

Photo: Cervecería Cuauhtémoc Moctezuma Heineken.

We are thrilled to present Portada Sports Marketing Board, which will feature 12 brand marketing and agency luminaries. This announcement underscores our new commitment to serving the vibrant sports and soccer marketing sectors.As members of the Sports Marketing Board, these leaders and innovators will participate in Portada’s marquee events and provide thought leadership to Portada writers and researchers.

Portada Sports Marketing Board Members

    • John Alvarado, VP Brand Marketing, Crown Imports
    • Analia Benedetti, Director of Shopper Marketing and Multicultural, Kellogg
    • Ed Carias, Sr. Brand Manager el Jimador Tequila – North American Region, Brown-Forman
    • Ramiro Crespo, Multicultural Channel Strategy, Sprint
    • Jeff Garrant, Senior Partner, Director Sports & Entertainment Marketing, Maxus
    • Jorge Inda Meza, Marketing Director Region West, Anheuser Busch
    • Daniel Keats, Director Sports and Sponsorships, Consumer Marketing Allstate Insurance
    • Michael Neuman, EVP, Managing Partner, Scout Sports and Entertainment
    • Felix Palau, VP Tecate, Heineken
    • Mike Tasevsky, SVP U.S. Sponsorship, MasterCard
    • Ivonne Kinser, AFM ‎Director Digital Strategy & Innovation, Avocados From Mexico
    • Kymber Umana, ‎Hispanic Marketing Manager, Sprint

Meet the Board

Subscribe to Portada daily Sports Marketing Updates!

Creating a space to learn from each other

As members of the Sports Marketing Board, these leaders and innovators will participate in Portada’s marquee events and provide thought leadership to Portada writers and researchers.
“Sports offer the opportunity to establish a meaningful, authentic connection with our consumers and create (and deliver) great content, and successful shopper programs. I personally love Portada’s initiative: by putting this board together, Portada is creating a great space for us to learn from each other, share best practices and bounce ideas,” says Analia Benedetti, Director of Shopper Marketing and Multicultural.

Daniel Keats, the Director of Sports and Sponsorships for consumer marketing at Allstate Insurance, notes that “sports are a major passion point impacting consumers across all segments,” and that t is important to have a specific focus on unique content, programming, and market intelligence when engaging consumers through this powerful medium.”
“It is a real privilege to have the backing of this outstanding group of brand marketing and agency executives. This sports marketing board will be essential to our efforts to produce high-quality events and provide value for our partners and sponsors,” says Marcos Baer, the publisher of Portada. “Due to their rapidly growing popularity among overall U.S. and multicultural audiences, we are substantially increasing our coverage of soccer and sports marketing,” Baer adds.

Portada Sports Marketing Programming

March 22: Launch of Portada’s Sports Marketing site in Beta
April-May 2017: The 2018 Soccer World Cup Golazo Marketing Pitch Contest
June 7, 2017: The Portada Sports Marketing Platform Launch Party and Webinar at the PortadaLat conference, Miami
September 13,2017: The Portada Sports Marketing Forum, NYC, part of Portada17 (September 13-14)

For information on sponsorship opportunities and other creative ways to align your brand with Portada’s Sports Marketing Platform, please reach out to Sales/Marketing Director Kelley Eberhardt at kelley@portada-online.com

Last Monday night, while 84 million people tuned into the presidential debate between Democrat Hillary Clinton and Republican Donald Trump, Mexican beer company Tecate provided some comic relief in the form of a “YUGE” wall: a beer wall, that is. We spoke to Felix Palau, Heineken Brand Regional Director at Global Marketing Americas Heineken, about the campaign’s impact, more than a million views on Youtube, as well as Tecate’s impressive growth in the general market.

Felix Palau, Heineken Brand Regional Director at Global Marketing Americas Heineken
Felix Palau, Heineken Brand Regional Director at Global Marketing Americas Heineken

“The time has come for a wall,” says a booming voice projected over a bird’s eye view of the US-Mexico border. “A tremendous wall. The best wall.” The camera zooms in on two groups of men standing on opposite sides of a wall:  “a beer wall” that is revealed to be about, oh, one and a half feet high.

One of the men slams a Tecate beer can down on the wall, which also happens to serve as a perfect resting spot for a can of beer. “A wall that brings us together,” the voice says, as the men leap over, high-five, pull out a cooler of drinks and proceed to party. “This wall might be small, but it’s going to be YUGE,” the voice declares.

The ad, a clear reference to the infamous border wall that Donald Trump may or may not be serious about building (let’s hope we don’t have to find out), was aired on Fox News, Univision and Telemundo during the debate. Filmed on the border by Saatchi & Saatchi New York in Tecate, Mexico, it was the first time that Tecate, whose Tecate Light is the #1 growing light beer in the US, had targeted the general market instead of its typical bicultural Hispanic.

“Beer Is A Great Unifier”

Felix Palau, Heineken Brand Regional Director at Global Marketing Americas Heineken, explained that while targeting the bicultural Hispanic has been a winning strategy for years, the brand was ready to take it to the next level: “the main difference between this campaign and past ones is that the Tecate Beer Wall opened up the conversation with all consumers – regardless of their backgrounds – and is giving everyone a bold taste of the Tecate brand.”

[youtube https://www.youtube.com/watch?v=Bev4NZEFsCQ]

Palau said that the spot, which has been viewed almost a million times on YouTube, has received an “extremely positive” reaction over the past week, and that “by playing into the ongoing conversation of this notion of a wall, and putting a very lighthearted, fun twist on it,” the brand has “created a very non-polarizing campaign that most people really love.”

Palau also asserted that the concept of the Tecate Beer Wall was working well in conveying the concept that “beer is a great unifier,” and that while they “have believed in this campaign from its conception, and it’s really rewarding to see millions of others reacting in a similarly positive way.”

By playing into the ongoing conversation of this notion of a wall, and putting a very lighthearted, fun twist on it, we created a very non-polarizing campaign that most people really love.

And while an ad so focused on border issues might attract more interest from Hispanic or Mexican viewers than the general market, in this case, the buzz surrounding the election (and people’s desperate need for comic relief) has made the spot a hit with all audiences.

Unlike other Tecate campaigns, the “Tecate Beer Wall has really brought these two worlds together,” Palau asserts. “From Mexicans and US Hispanics to the more general market consumer, the idea of people coming together to celebrate over a beer is an idea that resonates with people of all ethnicities.”

While Palau is Mexican born and admits that he lives somewhere between his Mexican and American worlds like many bicultural consumers, his team at Heineken is a big mix, and the campaign reminded him that “there’s something special about what happens when you’re in a melting pot that transcends borders.”

Transcending Borders, Race and Politics in a Polemic Election

While some may interpret the ad as a public endorsement of Hillary Clinton, or a rebuke of the concept of “the wall” or Donald Trump’s candidacy in general, Palau insists that the brand “strategically created the Tecate Beer Wall in a way that does not trivialize the issue or polarize any one group.”

The ad was truly about playing into an ongoing conversation in a lighthearted way, and the goal was “to stay neutral while opening up a dialogue about a very poignant topic that transcends borders, race and politics.”

From Mexicans and US Hispanics to the more general market consumer, the idea of people coming together to celebrate over a beer is an idea that resonates with people of all ethnicities.

So, don’t expect Tecate to go too crazy with its first foray into political satire. While Palau recognized that his team is “always open to new ideas,” he says they are “currently only focusing on this iteration of the Tecate Beer Wall spot.”

And certainly do not get your hopes up for an official Tecate presidential endorsement. This brand is all about getting some laughs out of an increasingly polarized and anxious American public.

“We believe its unifying message of bringing people together is very much aligned with our brand, and something people really need to hear – particularly in a Presidential campaign that has at often times, been very heated, causing a divide in consumers,” Palau says. “The ideal scenario is that whomever wins this long campaign, we can all celebrate with a Tecate or Tecate Light.”

I don’t know if I’ll be celebrating either way, but Palau’s probably got one thing straight: we’ll all need a beer after this election is over.