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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.

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

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  • Midea

descargaMidea, a global leader in air conditioning and appliances, present in more than 150 countries, will invest US $30 million in expanding its business to Latin and Central America. The operation’s headquarters will be in Miami, where the the project is officially being launched today  ,January 23, at the Pullman Hotel. The company, with worlwide revenues of over US $ 22 billion and, more than 20 factories and 124 thousand employees, aims to reach a key area for its global expansion strategy, Latin America and the Caribbean, which in 2016 only, had a volume of 12 million units sold.Currently, Midea is present in the region in Brazil, Argentina and Chile, through the joint venture with American Carrier. Midea will market air conditioners; heaters, fans and humidifiers; water heaters; complete kitchen line; small appliances; vacuum cleaners and laundry line. The products will be produced in factories in China and Brazil.

  • Marriott Inc.

mmmmMarriott International has selected JeffreyGroup as its PR AOR in Latin America after a competitive pitch that began in mid-October in which five firms participated. Budget information was not disclosed.The agency will manage corporate and brand communications for Marriott International and its 20 hotel brands in the region. It will also support Marriott on press trips, events, influencer management, and property-focused initiatives.The agency’s pan-regional team in Miami will be leading the account work, and its offices in Mexico and Brazil are providing full-time support.Marriott operates more than 200 properties in 33 countries and territories in Latin America, with plans to grow that to close to 300 by 2020.In September, Marriott acquired Starwood Hotels & Resorts Worldwide and its 11 brands including St. Regis, W Hotels, Westin, and Sheraton for US$13.6 billion. Other JeffreyGroup clients include Airbus, American Airlines, Johnson & Johnson, and Sony. Mediaedge (MEC( is Marriott’s LatinAmerican media agency.

  • Merck

merck_consumer_healthcareMerck’s Consumer Healthcare division has appointed Publicis Media’s Starcom as its global media agency following a competitive pitch. The agency will take full responsibility for the division’s brands across all the markets in which it operates including Neurobion, Bion3, Nasivin, Seven Seas, DoloNeurobion and Femibion. Recently, Starcom won Mars global media planning business while Mediavest|Spark won KFC’s and MTV’s US media accounts.

 

 

 

 

 

 

  •  Telecom

descarga-1GroupM’s Mindshare Argentina has been appointed Grupo Telecom media agency of record following a competitive pitch that began last November. Mindshare wilMindshare will start working immediately for the telecommunications company, which until now was working with Quiroga Medios for its’ media business.

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  • Meliá Hotels

descarga-3Meliá Hotels International will be launching its Gran Meliá luxury brand in Brazil this March with the official opening of Gran Meliá Nacional Rio.Located in Rio de Janeiro’s most exclusive neighbourhood, São Conrado, the hotel will be the brand’s flagship property and will open its doors following extensive renovations to its original structure.Meliá Hotels International already has 17 hotels in the country’s top tourist destinations, including Angra dos Reis and São Paulo, with three new hotels set to open in 2018.

 

 

  • Hard Rock

descarga-2Hard Rock International announced plans to bring the Hard Rock Hotels experience to Costa Rica with the all-inclusive Hard Rock Hotel Papagayo, Costa Rica. Hard Rock, in collaboration with Sunwing Travel Group, is set to open Costa Rica’s first Hard Rock Hotel by early 2019. With Hard Rock and Sunwing Travel Group’s shared vision of providing authentic experiences in word-class destinations, this new partnership paves the way for potential collaborations in both the Caribbean and Latin America.

 

 

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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • Merck

NY73209LOGO-aBack in April, Merck ($MRK) rolled out its America’s Diabetes Challenge: Get to Your Goals campaign, aimed at persuading patients to do what it takes to keep their blood sugar in check. Now, the brand has a new-but-similar campaign launching but it focus on the Hispanic community affected by the disease.To get its message across to the demographic, Merck has teamed up with celebrity chef and cookbook author Leticia Moreinos Schwartz. Schwartz will visit select cities to cook diabetes-friendly Latin recipes and encourage Hispanics to set and attain blood sugar level targets. Surprisingly enough, it’s among the few pharma efforts aimed at the key Latino market.Merck is going where other pharma brands haven’t gone much lately as few marketing campaigns have been aimed directly at the Hispanic population in general. Visit CuidaTuDiabetesCuidaTuCorazon.com for more information about Chef Leticia’s story, Cuida tu Diabetes, Cuida tu Corazon, and bilingual resources for people with type 2 diabetes.

  • California Milk Processor Board

descarga (2)The California Milk Processor Board (CMPB), creators of got milk? and Toma Leche, is launching a new advertising campaign highlighting how a person’s future self is determined by the nutritional choices of starting with milk.Goodby Silverstein & Partners (GSP), originators of the got milk? tagline, and Grupo Gallegos (GG), creators of toma leche, have worked in a close partnership, to co-create work designed to appeal to all Californians, regardless of ethnicity. Personnel from both agencies worked side by side under the direction of GG Chief Strategy & Engagement Officer Andrew Delbridge and GSP Co-Chairman Jeff Goodby. The campaign includes two commercials, each in both English and SpanishThe television spots, titled “Champion” and “Brave”, both show how a glass of milk can change a life. The new effort will also include radio and digital installations. Click Below to view the two TV spots:

https://www.youtube.com/watch?v=WedIvlc8hnw

  • PREMIOS TU MUNDO’

imagesTelemundo has announced the 2014 ‘PREMIOS TU MUNDO’ sponsors. Allstate, Volkswagen of America, L’Oreal Paris and Hennessy as returning sponsors of “Premios Tu Mundo” (Your World Awards. )Additionally,the third-annual celebration of U.S. Latin pop culture will be sponsored by Walmart, Colgate Optic White and Bud Light. The event, to be simulcast on Telemundo and mun2, will feature electrifying live musical performances by Juanes, Alexis & Fido, Yandel, El General Gadiel, Olga Tañon, Elvis Crespo, David Bisbal, Gabriel Coronel, La Ley, Lucero, Gerardo Ortiz, Natalia Jimenez and Los Tucanes de Tijuana on Thursday, August 21, at 8PM/7c from the American Airlines Arena in Miami, Florida. Hosted by novela stars Gaby Espino and Aarón Díaz, the annual awards show combines the power of television, web, mobile and social media platforms to give fans the final say in celebrating everything that moves and inspires them.

  • Chevrolet

images (1)Chevrolet has partnered with Manchester United to have each first team player walk onto the pitch wearing a shirt with the name of their mascot on the back. A young Latina, Jasmine, served as the first mascot for the match. The opportunity to be a mascot is part of Chevrolet’s “What Do You #PlayFor?” campaign to bring football fans closer to the sport and spread the power of play around the world. Each child’s story is featured at www.ChevroletFC.com.To celebrate its new, seven-year Manchester United shirt sponsorship, Chevrolet is inviting fans around the world to upload photos of themselves wearing a digital version of the new shirt at www.ChevroletFC.com. Chevrolet also recently released a video onwww.ChevroletFC.com featuring Manchester United players, legends and fans paying homage to the history of the club’s shirts that has attracted more than 10 million views.

  • Audi

images (2)Audi is returning with a campaign starring Fred Armisen that will run on NBCUniversal networks NBC, USA and E!.The campaign is designed to highlight the Audi Q3 crossover and drive tune in to the Emmy award show, which airs on NBC Monday, Aug. 25.Three spots use the theme “life is more interesting when you go off script” and utilize the ability of Emmy-nominated Armisen, who appears on both NBC’s Late Night with Seth Meyers and IFC’s Portlandia, to improvise characters. Krysten Ritter, J.B. Smoove and Norm Macdonald have appearances in the campaign.The spots also appear on NBCU digital outlets and use the hashtag #Offscript to generate social media activity.

  • Braun

descarga (3)In partnership with Procter & Gamble Co.’s , Braun will launch the “FaceGreatness” campaign this fall , featuring Seattle Seahawks quarterback Russell Wilson The campaign from Barefoot Proximity, Cincinnati, broke Aug. 7 with an online video and print ad in USA Today, but will also include more print advertising in ESPN the Magazine in September and a prime-time TV ad on Thanksgiving, when Mr. Wilson’s Seahawks play their archrivals, the San Francisco 49ers. P&G also “has access” to Mr. Wilson’s social -media followings on Facebook, Twitter and Instagram.

  • Lincoln Motor

descarga (4)Ford Motor’s The Lincoln Motor Company division has selected actor Matthew McConaughey for a multi-year partnership that makes him the brand’s spokesperson. The effort for the MKC, which starts at around US $33,995, is via director Nicolas Winding Refn (“Drive”) created a storyline for him around the MKC. The company says the actor does “unscripted moments” as part of his pitch to entice viewers to experience the MKC. Two years ago Lincoln made big moves to distance itself from Ford, including creating a new ad agency, Hudson Rouge, from Team Detroit, but in New York. As part of the product expansion, the company launched the MKZ midsize sedan.

  • McDonald’s/Kraft

descarga (5)From 2015 onwards, the packaged coffee will be marketed through grocery, mass merchandise, club and drug stores nationwide, Ad Age reports. And the rollout will be supported by an integrated marketing campaign that will include TV, digital and social, along with sampling at various locations across the country. McDonald’s says it is not ready to discuss the details of the campaign and no agency has yet be selected, but it does hope that the rollout will draw more attention to the coffee brand, which it serves at its restaurants.

  • Sprint

images (3)Sprint Business, a new brand encompassing Sprint’s b-to-b products and services, is rolling out an integrated ad campaign this month to introduce the new business and show how it helps companies keep their employees engaged.The multi-million dollar campaign, with the tagline, “For companies with people in them,” was created by Sprint’s agency of record Velocity Partners, London. It launched earlier this month with TV, print and online ads, and new print ads are rolling out next week.The new campaign showcases employees, not products.One TV ad, called “I Work for Them,”  is running on cable networks, on the Sprint Business website and other websites. A new print ad rolling out next week shows millennials on their way to work, with a headline reading, “They doubled your sales in a year.”Print ads are running in national business publications . Online ads are running on sites including Fast Co., Fox Business and Huffington Post. TV ads are running on national cable networks.

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!