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.

  • Despegar & Falabella

Despegar.com, Corp., the leading online travel company in Latin America, announced it has entered into an agreement with Falabella Financiero, a subsidiary of Falabella, through which both companies plan to establish a 10-year commercial agreement in Chile, Colombia, Peru, and Argentina, the term of which could be extended. Included in the transaction is the transfer of 100% share ownership of Viajes Falabella’s operations to Despegar.The acquisition of Viajes Falabella in Chile, Colombia, Peru and Argentina, together with the license to use the Viajes Falabella brand name has been agreed for a total consideration of US $27 million. The transaction assumes the transfer of these operations free of any financial debt.With this agreement, clients of both companies will have access to an enhanced travel and tourism product and service offering, through an omnichannel service model (online, call center and physical stores). In addition, customers will be able to access exclusive discounts, earn double CMR Points Falabella’s loyalty program, both at Viajes Falabella and Despegar, as well as an expanded product offering in exchange for CMR Points at Viajes Falabella.Viajes Falabella will maintain the brand, its network of physical stores and its digital platforms, to enhance the supply of products and services of Despegar.

  • Natura

Natura will take over the operations of The Body Shop in Latin America. Effective on May 2019, the shift is part of the Natura &Co group’s strategy to enhance synergies between its different brands and is in line with the transformation plan of the British cosmetics brand aiming to strengthen its presence in the region.Today, The Body Shop has about 160 stores in Latin America, including franchises and own stores, with presence in Brazil, Chile and Mexico. Natura’s Retail Director, Paula Andrade will also lead the operations of The Body Shop in the region, using the existing structures of the two businesses. A General Manager will be named in Brazil, where most of the stores are concentrated, as well as in Chile and Mexico.In Latin America, the plan includes: the adaptation of the global portfolio to regional specificities, with a greater emphasis on the fragrance and gift categories; a review of the store network management; the adoption of new systems to make The Body Shop retail more competitive; and increased brand awareness. In addition, the group wants to optimize The Body Shop production costs by using the Natura production facilities.Natura’s retail operation also continues to expand, with 37 own stores in Brazil and nine in international markets. In the second quarter, there are plans to open eight more stores in Brazil.

  • Santander

Santander has offered to take full control of its Mexican business through a 2.6 billion euro (£2.24 billion) all-share deal as the Spanish bank chases potentially higher returns available from Latin America. The deal proposed will unwind Santander’s listing of 25 percent of the bank on the Mexican stock exchange in 2012. The move is part of efforts to focus more on emerging economies while cutting costs to counter squeezed margins in mature European markets.The Mexico deal will also bring Santander head to head with Spain’s second-largest bank BBVA, which makes about 40 percent of its earnings from Mexico.Mexico is a highly profitable market, where Santander has set a mid-term target of 19-21 percent for the underlying return on tangible equity.Santander expects the transaction to have a return on investment of approximately 14.5 percent, to be neutral on earnings per share and to contribute positively to the group’s core Tier-1 capital ratio.


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.


  • General Motors

General Motors has spent five years re-writing its playbook for making money in Latin America and the interior of China. Now, it’s show time for the first results of a project code-named GEM, for Global Emerging Market.The No. 1 U.S. automaker plans to unveil two small SUVs that will be part of a new family of sedans and SUVs the automaker forecasts will make up one in five of its global vehicle sales by 2023.This is just the opening salvo in a nearly US$5-billion bet by GM to sell up to 2 million technology-laden, modern-looking vehicles annually to consumers who today cannot afford GM vehicles designed for the United States, but may someday as their incomes rise.GM has finally found a way to make affordable vehicles in bulk for emerging markets, loaded with the technology that consumers want and still make a profit.The Chevrolet Tracker and the Buick Encore are the first tests of a new strategy for engineering vehicles to appeal to buyers in around 40 nations of the world’s middle class such as Brazil and Mexico.

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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. 

  • Natura

As of this month, Havas has expanded its relationship with Brazilian manufacturer and marketer of beauty products Natura in LatAm. The holding already handles strategy, negotiation and media buying for the brand, with regional coordination from Argentina. Now, Havas´Arena Media will be in charge of  digital branding and performance for Latam. This will cover five countries: Argentina, Mexico, Chile, Colombia and Peru. Havas will also handle online media for Red Natura, the brand´s e-commerce that currently operates in Argentina and Chile.



  • Marriott

Marriott International has announced plans to build four new hotels in the Latin America and Caribbean region, with the one of them already underway in the Colombian city of Medellin.The American hospitality giant has not disclosed the countries where the other three hotels will be built, but Caribbean Journal has reported that they will spring up in Costa Rica, Peru, and the Dominican Republic.At least one of the hotels will be up and running by the end of 2020. All four will be Moxy Hotels, a new brand of hotels that Marriott introduced four years ago.To support its expansion in the Latin American region, Marriott has opened satellite offices in places in including Mexico City, Bogota, Santiago, and São Paulo.


  • Mc­Don­ald’s

Mc­Don­ald’s re­cent­ly demon­strat­ed its com­mit­ment to greater trans­paren­cy with its Open Doors Day, a spe­cial cel­e­bra­tion of its year-round pro­gramme which has al­lowed over eight mil­lion cus­tomers in Latin Amer­i­ca and the Caribbean to have a be­hind the scenes look at how the world-fa­mous meals are pre­pared.Mc­Don­ald’s Open Doors ini­tia­tive was cre­at­ed four years ago in align­ment with the In­ter­na­tion­al Day for Uni­ver­sal Ac­cess to In­for­ma­tion.A re­cent con­sumer re­search by the con­sul­tant firm, Tren­si­ty, in Latin Améri­ca found that 94 per cent of con­sumers as­so­ciate open­ness with a trans­par­ent brand, while 91 per cent of con­sumers are con­cerned about the prepa­ra­tion process of their food in the restau­rants they fre­quent. Key top­ics of con­cern are the clean­ing process, staff hy­giene, and in­gre­di­ent qual­i­ty.Cus­tomers can re­quest an Open Doors tour through­out the year at any Mc­Don­ald’s restau­rant across T&T.

  • GUESS?, Inc.

GUESS?, Inc. announced the opening of its 50th retail store in Mexico, a milestone moment for the brand’s strategic expansion plans in Latin America. Located in the new shopping center development, Paseo Queretaro in the state of Queretaro, the 50th store recently opened its doors to the public on Thursday, September 20th.Mexico is a key market forthe brand.As the gateway to the Americas, Mexico represents strategic growth for the GUESS Brand and its global portfolio. GUESS reopened its doors in Mexico in 2006 with Grupo Axo. The first store opening was in Antara Fashion Hall in Mexico City. GUESS is also represented in more than 665 points of sale in major department stores such as Liverpool and Palacio de Hierro.



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.


  • Ligne Roset

Furnishings company Ligne Roset has set aggressive growth plans for its North and South American territories.The European luxury lifestyle brand has two new dealer stores in the works for the United States and Canada, but the immediate focus is on a series of strategies designed to boost efficiency and productivity for its existing American operations, which includes 24 dedicated stores in major markets in the United States, Canada and Latin America. The brand is seeking a regional sales manager to head up Ligne Roset’s sales efforts for a territory that stretches from the Midwest through Latin America.  Only four of the companies 24 Americas stores are in Latin America, where the company sees “a lot of opportunity to grow.”


2018 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.

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!)

Leo Burnett Madrid has brought Dani Sáenz back to the team after 8 years. He’ll be creative director, filling in for the role after the departure of Mercedes Lucena, who will start a new phase of her career in Mexico.





Vivendi-owned video platform Dailymotion has announced the appointment of David L. Rios to Head of Latin American & US Hispanic Content Partnerships.






Bernardo Geoghegan has been named director of future strategy and tendency prevision in Latin America at Kantar, reported AdLatina. He had been general manager of the firm since 2010.






Indiana Quiñones will be head of business development in Latin America at Adsmovil. Previously she had been working at Adcolony. Both firms announced their exclusive partnership recently. Matias Godoi is also joining Adsmovil, as head of programming and platform development. He has over 12 years of experience in media and 5 years of experience in the videogame industry.



Juan Manuel Hoyos has been appointed to marketing director at Nissan Latin America. He’ll be replacing Rodrigo Centeno, who is now general manager of the operation in the region. Hoyos will be in charge of marketing strategies from the company’s Mexican headquarters.






Xerox has combined its marketing operations in Latin America and the Caribbean, and has placed Mariana Ferola as head of the region.





Adecco has promoted Aldo Sepúlveda Tobar to new commercial director for Latin America. He’s been a part of the company since 2003.






Natura has appointed Juan Salgado to marketing manager in Argentina. His main role will be boosting growth and leadership, as well as improving the brand positioning in South America.







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!)

Paraguayan agency Lupe has announced the appointment of Ricardo Ovelar as creative manager after Hernán Rodas’ departure. He has 15 years of experience in agencies such as Grey, BBDO Argentina, and Gallegos in the US.







Ogilvy & Mather Colombia has named Juan Pablo Álvarez creative VP. He will share this position with John Raúl Forero, who is also CCO in Latin America.







MediaCom Spain has announced the arrival of Orlanda Aragón as their new performance manager and digital director of Sony PS. She will use her expertise in digital marketing to contribute to client businesses’ growth.







IPG Mediabrands Spain has appointed Pilar “Mapi” Merchante as the new head of analytics and insights for all the group’s clients. She’ll answer directly to IPG Mediabrands Iberia CEO David Colomer.






Turner Latin America has named Andrés Mendoza executive director of acquisitions. Based in Miami, he will be in charge of content and programmatic acquisition. He will replace Ángel Zambrano, senior VP of content, who worked for the company during 18 years.






After 30 years at KCET,  journalist Val Zavala has decided to retire, leaving her role as anchor and VP of News & Public Affairs.







Facebook has appointed Eurosport CEO Peter Hutton to lead the firm’s multibillion-dollar drive to secure  rights for live sports streaming. He will start his partnership with the social network after the winter Olympic Games in South Korea.





Rubén Correa is now copyeditor and writer for CNN Español at CNN.







Andrés Polo is now Global Head of Innovation & Strategic Partnerships Marketing at Visa. He has over 10 years of experience leading the firm’s digital marketing efforts in Latin America.






Natura, the Brazilian cosmetics company, has named Agenor Leão Vice President of all Latin American operations. Previously, he was VP of digital technology throughout the region.






Florian Adamski, the new chief executive of OMD Worldwide, has named Brian Crotty as chief executive of Latam. As the chief position did not previously exist for the region, Crotty will be fulfilling a new role.





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.

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.

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