People change positions, get promoted or move to other companies. Portada is here to tell you about it.

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Fernando Monedero has started a new position as International Clients Lead & Regional Growth Director of IPG Mediabrands.







NIKE, Inc. announced that effective Dec. 1, Carl Grebert, currently the VP, GM of the Global Jordan Brand, will become the company’s new VP, GM of its Asia Pacific and Latin America (APLA) geography.






Juan Fernández and Jacint Sotorra are DDB Colombia new Creative Directors. They will work closely with André Pedroso, the agency new Chief Creative Officer.





Jorge Leonardo Palomera Ruiz took over as general manager of the CARD markets—Central America and the Dominican Republic—at Avon.






Havas Group Media has elevated Bret Leece to the newly created role of global chief data & innovation officer with immediate effect.






What: Prospects for the growth of Hispanic involvement in the sport of golf are looking better than ever.
Why it matters: Increased accessibility to the sport in the U.S. and the work of organizations like The First Tee means more opportunities and potential business expansion.

Monterrey The First Tee participant Pedro Ortiz (r) with his father and Pres. Bush

The Ryder Cup (@rydercupis history and most of the U.S. starts preparing for the colder weather and maybe more indoor activities, so we thought it would be good to take a look at the sport of golf. Coming off a marketed increasing upswing led by Tiger Woods (@TigerWoodsresurgence and a host of rising stars, golf looks to be bouncing back. But is the ball moving along with the increasingly savvy Latino participant and consumer? Some numbers appear to say yes, which bodes well for brands like Callaway (@CallawayGolf), Nike (@Nikeand Top Flite (@TopFlite), as well as for emerging technology engagement centers and business like TopGolf (@Topgolf). We took a look.

According to the World Golf Foundation, 32 million participate in golf in the U.S. What is perhaps unexpected is that there are six times more Hispanic golfers in the U.S. than in the rest of the Spanish-speaking world –Latin America’s 200,000 and Spain’s 270,000– combined.

Why? Several elements have contributed to the diversification of golfers in the U.S. For starters, 75 percent of the facilities are open to the public, in contrast with the Southern Hemisphere and Spain, where private country clubs and exclusive courses for foreign tourists remain the norm.

With that business expansion comes more money available for partners like The First Tee to reinvest in the grassroots and rising players of the game.
Keith Dawkins

That steady increase in participation is not the only contribution of Hispanics to the record level of expenditure in golf US $84.1 billion reported in 2016. The expected and better-known fact that Hispanics make up a large portion of the approximately two million jobs in the golf industry also is a nice bonus, so affinity with the game is growing.

At the core of that growth is The First Tee (@TheFirstTee), the youth sports organization whose mission is to grow the game of golf by transforming the experience that kids (and families) have with the sport. Since its inception in 1997, The First Tee has reached more than 15 million kids, positively impacting their lives. Reaching more than five million kids annually, The First Tee offers programs in all 50 states through the National School Program in more than 10,000 elementary schools, 150 chapters at more than 1,200 golf courses and The First Tee DRIVE at 1,300 youth centers. The First Tee is expanding globally and currently offers programs at six international locations.

From 2014 to 2017, The First Tee’s Life Skills Experience (at the chapters) had an increase of 43% among Hispanic females ages 5-18. “There are 50 million kids in the U.S. under the age of 11. That’s roughly 15% of the population making them the largest cohort of kids in our nation’s history,” said Keith Dawkins, The First Tee CEO. “Over half of those kids are kids of color. That growth is driven largely by the Hispanic audience. So, having the largest and most diverse group of kids EVER provides a wonderful opportunity for The First Tee to have a profound impact on a new pool of kids and the game (and industry) overall.”

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With the current projections, each year close to one million Latinos will join the U.S. golfing ranks, both as fans and players. And consistent with the general increase of women in golf, the largest surge of Hispanic participation will be in junior females.

How can The First Tee and other organizations continue to fuel that growth? “We have a variety of programs around the country that are successful,” Dawkins added. “In East Salinas [Calif.], The First Tee of Monterey County in partnership with the school district of Alisal provides transportation for elementary school students to the chapter as part of their school day. There are similar programs in San Diego, Silicon Valley and other markets around the country.”

And central to that growth and game affinity for life are brand partners. The yin and yang of equipment sales in sports always fluctuates with what is hot and what is not in sports. Woods’ front page success certainly has more people thinking and watching golf again, and that bodes well for the brands that need the interest to expand business. With that business expansion comes more money available for partners like The First Tee to reinvest in the grassroots and rising players of the game. Then the cycle moves ahead. More investment means more affordability for inner-city youth or Latinos anywhere who want to pick up a club, and that investment leads to affordable opportunity in a game thought by many to be cost prohibitive.

“The First Tee (as a National/international) organization has always worked to provide an affordable program for its kids and their families,” Dawkins concluded. “We are able to do this because of the great support that we get from our partners.”

That support is good news for all.

Cover image: credit Keith Allison

What: Nike debuted its Juntas Imparables campaign, step one of a long planned and multitiered play into the Mexican marketplace for Nike.
Why it matters: Juntas Imparables recognizes the fast-growing active young Latinas marketplace, and ties in a call for the cause of youth play.

The past few weeks the brand power of Nike (@Nikehas grown as it continues to show its edginess with the campaign that featured many athletes, especially Colin Kaepernick (@Kaepernick7and Serena Williams (@serenawilliams); two hot buttons with media recently.

However not to be underestimated is the brands power to engage globally, and this past week they unveiled another powerful campaign targeted at the Latinas of Mexico.

The new, irreverent film and first Nike Women’s JDI campaign in Mexico, Juntas Imparables (“Unstoppable Together”), hit markets large and small last week to rave reviews.


The opening shots show the bustling streets of Mexico City, with an endless stream of cars frozen in traffic. Then a woman sprints by on a run, igniting a citywide rally cry that shows how the challenges of being female are no obstacle for those intent on achieving their goals. The film features cameos by top female Mexican athletes such as Nayeli Rangel, Mariana Juárez, Paola Morán, Alexa Moreno and Casandra Ascencio.

While the female consumer in the U.S. has long been a target for lifestyle campaigns, segmenting an activity into Mexico has been a missed step.

Juntas Imparables also coincides with a call to action: From September 10 through October 19, Mexican women can register a team of four to log workout minutes through the Nike Training Club (NTC) (@NikeTraining) App, Nike Run Club (NRC) (@NikeRunningor in face-to-face sessions at the Nike Women MX House. Teams can review progress via a scoreboard; the winning team will receive a one-year Nike sponsorship. Nike will also convert every minute registered into hours of play for kids through “Made To Play” and in collaboration with partnering organizations.

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“This is a great play for Nike on at least two fronts,” said Harrie Bakst, co-founder of Weinstein Carnegie, a firm that works directly with athletes, celebrities and brands in cause marketing. “First, it recognizes a fast-growing marketplace that many in the active wear space are missing, active young Latinas, especially in Mexico. Second, it ties in a call for cause, which gives those on the fence in participating a reason to engage in the fall, when maybe less activity is planned after a busy summer. It’s really smart and shows the expansive and aggressive power Nuke is taking in the marketplace.”

This will be step one of a long-planned and multitiered play into the Mexican marketplace for Nike, and is a natural step for the brand as the Mexican economy rises and brand value for companies becomes more intense. While the female consumer in the U.S. has long been a target for lifestyle campaigns, segmenting an activity into Mexico has been a missed step.

Nike, never one to miss an edgy step, take one here with a bold campaign that should get attention and drive new engagement.

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

  • ESPN is bringing back ESPN8. “The Ocho” will take the place of ESPN2 on Aug. 8, offering 24 hours of off-beat programming. KFC will sponsor all 24 hours of programming in a series of vignettes that will run throughout the day. Within the lineup will be the 2018 Dodgeball World Cup, the US Open Ultimate Championships, the Spikeball East Tour Series, Major League Eating, the Cornhole: ACL Pro Invitational, and the World Championship of Ping Pong.


  • Van HeusenVan Heusen has become UFC’s first-ever “Official Men’s Dress Furnishings Provider,” with UFC bantamweight champion TJ Dillashaw and UFC welterweight contender Stephen Thompson starring in a new commercial highlighting the Van Heusen Flex collection of men’s shirts and pants. The commercial and campaign creative will be placed across national and local cable television, and display ads on select retailer sites. According to a Washington Post poll, 38% of mixed martial arts fans are African-American, and 31% are Hispanics.


  • OTT DAZN is planning on creating original lifestyle content including documentaries, talk shows and podcasts as part of its international expansion. “In a market like the US where we’re very strong in combat sports rights but don’t have much else, we need original content,” said DAZN chief executive James Rushton, to Digiday. “Part of our challenge is, we have to turn these boxers back into superstars.” The platform is set to launch in September with only boxing and martial arts rights and will be supplementing that coverage with an original daily news show offering an inside look at what fighters get up to outside the ring.

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  • Top Rank BoxingBoxing promotion company Top Rank signed a new seven-year partnership with ESPN. As part of the deal, ESPN will provide live coverage of 54 boxing events per year, as well as delivering previews and post-fight analysis programmes, archive and studio content and new shows.


  • UFC confirmed its first-ever event in Beijing, China, taking place at the Cadillac Arena on Nov. 24. “China is the next frontier for the growth of UFC and the sport of mixed martial arts, and this market is paramount to our success internationally,” UFC Vice President of Asia-Pacific Kevin Chang said. UFC will be working together with Endeavor China to deliver the live event.


  • Clemson University locked in a 10-year contract extension with Nike, that will run through the 2027-28 academic year and grant the athletic department more than $58 million in apparel allowances, direct cash payouts, and royalties. “Nike is one of the premier brands in the world and we’re excited to build upon our relationship,” said Dan Radakovich, Director of Athletics, Clemson University.

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  • FedExFedEx expanded its partnership with the NBA’s Memphis Grizzlies to become the franchise’s first-ever jersey sponsor. The FedEx logo will be integrated into the team’s newly designed Nike uniforms for the 2018/19 season.


  • Major League Baseball and ESPN announced that the 2018 MLB Postseason will begin exclusively on ESPN on Oct. 2. The National League Wild Card Game presented by Hankook will also be available on ESPN Radio, ESPN Deportes, ESPN Deportes Radio and the ESPN App. 31% of MLB players are Latino, according to ESPN.


  • UFC signed a multi-year marketing partnership with meal delivery service Trifecta Nutrition. The agreement represents a brand-new sponsorship category for UFC. In return, Trifecta will have a branded presence at the UFC Performance Institute and an activation presence at UFC’s live events. Trifecta will use UFC branding to create custom delivery boxes and to promote national sweepstakes for UFC events.

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

  • VisaTelemundo Deportes is adding to its sports content portfolio the exclusive Spanish-language U.S. media rights to the 2019 Copa America to be held in Brazil. Organized by South America’s soccer ruling body CONMEBOL, Copa America is the oldest international continental soccer competition and it determines the continental champion of South America.
    “We are extremely pleased to join forces with CONMEBOL and the Copa America tournament,” said Ray Warren, President, Telemundo Deportes. “It is a world-class event and perfectly aligns with our approach to partner with owners of the biggest and best global sporting events to bring them to our Spanish-language audience in the U.S.”


  • Visa, the Official Payment Services Partner of FIFA, released an analysis of foreign travelers’ spending during opening days of 2018 FIFA World Cup, discovering that in the stadiums, the share of contactless payments grew to 54%, inclusive of purchases made by fans from Russia and abroad.

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  • AeroméxicoOn Saturday, June 30, Aeromexico sponsored the short #FutSinGénero ( with no gender) tournament to promote equal rights among women and men in soccer. Soccer celebrities like Charlyn Corral, Lucero Cuevas, and Kenti Robles joined the event. The project has managed to create the Female Professional Soccer League in Mexico, and also to develop a strategic growth plan for professional female players.


  • It seems that Nike is close to becoming the winner of the World Cup jersey sponsorship battle. The Nike swoosh appears on the outfits of Brazil, France, and England, favorite teams to win the World Cup, plus Croatia, according to betting websites. Archrival Adidas still has Belgium, Russia, and Sweden in the quarter-finals, and Puma is adding Uruguay to the game.


  • As the MLS expansion process continues, Detroit remains in the mix. The bidders are hoping to bring Major League Soccer to the Ford Field. “I think MLS has now accepted the fact that Ford Field is the right place,” said Arn Tellem, vice chairman of the Pistons, who has been charged by owner Tom Gores with coordinating the bid in Detroit.


  • Wayne Rooney has confirmed he’ll be joining the MLS, through a 3 1/2 year designated-player contract with D.C. United. The British soccer player follows the lead of Swede Zlatan Ibrahimovic and retired countryman David Beckham by leaving Europe for MLS later in their careers. Rooney is expected to make his debut July 14 when the team opens its new stadium in Southeast Washington against the Vancouver Whitecaps.

What: Soccer star Neymar Jr. has begun his two-year term as Global Sports Ambassador for TV and small appliance manufacturer TCL.
Why it matters: TCL is increasing its presence in the U.S. and Latin America, in particular in 4K/HDR television sets, and connecting with Neymar Jr. is helping introduce the brand to a younger audience there.

TCL (@TCL_USAis a relative newcomer in the world of TV manufacturers, at least to U.S. fans. But its Roku-enabled 4K and HDR sets have helped the 37-year-old company, also known for producing air conditioners, gain at least a small foothold as fans upgrade their home entertainment experiences.

The Huizhou, Guangdong Province, China-based company recently added soccer superstar Neymar Jr. (@neymarjrto its roster of sport-related partners, inking the Brazilian National Team standout to a two-year stint as Global Brand Ambassador. While the role covers all of TCL’s products, high-definition television sets are the most natural connection, as the company looks for additional brand awareness in the Americas for its well-regarded products. He officially kicked off the role this week after having been named in February.

With sports fever set to spread all over the world this year, Neymar Jr. is undoubtedly the best possible partner with whom, together, we can deliver an exceptional experience to our consumers.

“We are delighted to welcome this outstanding, talented young athlete to the TCL family,” said Tomson Li, Chairman and CEO of TCL Corporation, in a statement. “Neymar Jr. is truly a global sports icon who inspires fans to strive to reach the ultimate standards of excellence, just as TCL constantly strives for excellence in technological and product innovation. With sports fever set to spread all over the world this year, Neymar Jr. is undoubtedly the best possible partner with whom, together, we can deliver an exceptional experience to our consumers,” Li added.

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This is the latest in a series of sports partnerships for TCL that also include NBA’s Minnesota Timberwolves (@Timberwolvesand Lynx (@minnesotalynx ‏), soccer team San Jose Earthquakes (@SJEarthquakes), Brazilian Football Confederation (@CBF_Futebol ‏), Rosario Central Football Club of Argentina (@CARCoficial ‏), Philippine Basketball Association, The Melbourne Cup and Melbourne Victory Football Club (@gomvfc ‏).

“I am thrilled to be partnering with TCL,” said the Sao Paulo native in a statement announcing the partnership in February. “It was an easy decision for me. I share similar values with TCL – the constant pursuit of excellence and great results in every game and I’m excited to work closely with TCL and support the company’s efforts to bring the global sports community together through football.”

Neymar Jr., 26, competes for Paris Saint-Germain in France’s Ligue 1, though he is currently injured and did not play in the team’s championship-clinching win on Sunday in Paris. Known for his exceptional ball skills, Neymar Jr. is a popular fit for other global brands such as Nike, Gillette, Panasonic, Red Bull and Beats by Dre, with Forbes estimating his earnings last year at $37 million, nearly 60% of that from endorsements.

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.

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  • 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 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. 

  • UnitedHealth Group

Horizon Media has been selected to take over media planning and buying duties for health insurance firm UnitedHealth Group. Previously, the account had been partly handled by Periscope.According to Kantar Media, UnitedHealth group, the biggest U.S. health insurer, spent US $151 million on measured media during the first months of 2017. It ranked sixth on the Fortune 500 in 2017.


  • Wyndham Hotel Group

Wyndham Hotel Group has named MullenLowe Mediahub to handle its U.S. media planning and buying account, Adweek reports.Previously, Wyndham employed multiple agencies to handle its media account, with the majority of digital buying done by an in-house team. In 2016, Wyndham spent US$28.3 million on measured media in the U.S. and US$10.1 million during the first half of last year, according to a Kantar Media report.



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.

  • Converse

Nike-owned Converse, a skating shoes and lifestyle brand footwear best known for its’ Chuck Taylor sneakers, has kicked off a global media buying and planning review, according to AgencySpy. Converse is said to be looking to consolidate the entirety of that business with a single agency network.Back in 2015, Omnicom snatched Converse account away from Mediavest.




  • Southwest Airlines

Southwest Airlines Co. and The Hispanic Association of Colleges and Universities (HACU) announced applications are open for the 2018 ¡Lánzate! / Take Off! Travel Program. This impactful program, which was recognized in 2015 by the White House Initiative on Educational Excellence for Hispanics, provides roundtrip air travel to selected Latino college students to travel home to see family. Applicants must write a personal essay addressing questions outlined in the application.  In the essay, applicants should demonstrate or discuss socio-economic need such as financial need or cultural considerations.  Applicants must be enrolled in an undergraduate or graduate degree program at least 200 miles from home. Students can submit applications through April 13, 2018, at www.hacu.net. Education advocates and HACU leaders from across the country will form a diverse selection panel this summer to choose the deserving students who will benefit from the 2018 program. In 2017, the panel selected 100 students to receive roundtrip travel from Southwest Airlines®.

  • Post Consumer Brands & MLS

Post Consumer Brands and Major League Soccer (MLS) are kicking off a multi-year sponsorship program that will allow fans to get closer to the game and help celebrate the sport alongside Post’s portfolio of winning cereals.When MLS starts its 2018 season on March 3, Post will serve as the exclusive cereal sponsor and be visible in stadiums at more than 370 MLS games, including national TV broadcasts. According to Roxanne Bernstein, Chief Marketing Officer at Post Consumer Brands “partnering with Major League Soccer is a meaningful way for us to connect with these fans, including Hispanic families and younger millennials, and we look forward to evolving the program with MLS over time.”Throughout June and July, consumers will see the program come to life at select retailers around the country – including limited edition cereal boxes spanning the Post cereal portfolio including Honey Bunches of Oats, Pebbles, Honey Comb and others.

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!

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.

What: Laureus USA is teaming up with NIKE to Launch Sport For Good New York City.
Why it matters: The commitment of these two global brands will help improve the lives of underserved youth, including a vibrant Latino population in NYC, through the power of sport.

Keeping young Latinos active in sport, and getting brands involved in the process, is a challenge and a growing priority across the United States. As the population ages and things like eSports get more traction, the worry of obesity becomes an even bigger challenge.

One of the groups trying to meet that challenge head on is Laureus USA (@Laureus_USA), which, in conjunction with Nike (@nike) announced the launch of Sport for Good New York City (S4G NYC), a long-term commitment to improving the lives of underserved youth in the five boroughs of New York City through the power of sport. It is the first of a national series Laureus USA is putting on, with the goal to activate in over 20 cities and reach millions of young people, the core of which are Latinos and other minorities.

By bringing together nonprofit leaders, providing resources and facilitating collaboration at the local level, Sport for Good New York City will ensure more children and youth have access to high quality, youth-centered sports programs. To support the launch of S4G NYC, Laureus USA, awarded grants to eight local nonprofit organizations that use sport or physical activity to empower local youth. Olympic legend Edwin Moses helped kick off the initiative with kids from I Challenge Myself, one of the New York City grant recipients.

“Latinos are the fastest growing population in the United States, but inequities contribute to a higher obesity rate among Latino children than among Caucasian children,” said Benita Fitzgerald Mosley, CEO of Laureus USA and Olympic Gold Medalist in Track and Field. “Sport for Good seeks to provide all children with safe, accessible opportunities to play sports, keep fit and be a part of a healthy community. We kicked off Sport for Good NYC this week with two of our eight NYC grantees, South Bronx United and I Challenge Myself, both of which are geared towards Latino youth. ICM operates predominately in Washington Heights and SBU serves majority Latino youth.”

Key to the success is corporate involvement, and bringing Nike on board shows not just the viability of the program as a whole, it makes the results tangible for the young people involved.

Latinos to Benefit Greatly From the Program

Nationally, 40% of the youth Laureus impacts are Latino. Their star studded lineup of ambassadors includes Raul Gonzalez Blanco, Luis Figo, Hugo Porta, Cafu and Emerson Fittipaldi.

Key to the success is corporate involvement, and bringing Nike on board shows not just the viability of the program as a whole, it makes the results tangible for the young people involved. Nike’s three-year commitment to Laureus USA for S4G NYC will support participating organizations with access to knowledge, trainings and funding. “Nike is committed to getting kids moving around the world, and we’ve been helping to get kids in NYC moving for more than a decade,” added Caitlin Morris, General Manager of Nike Global Community Impact. “We know kids are made to play and when they do, they have the potential to do better in every aspect of their lives. We’re excited to be partnering with Laureus USA to launch Sport for Good New York City and extending these benefits to even more kids through a diverse range of organizations across the city who share our commitment.”

“Having a brand like Nike involved brings more visibility and funding to the needs of inner city youth,” Mosely added. “Kids also get more excited to be involved with the project. Nike has a wealth of resources that Laureus and Sport for Good NYC will now be able to tap into and we are grateful for their generous support and involvement.”

While the Nike/Laureus USA partnership is just a start in the much needed engagement of young people and healthy lifestyle, it is a great start, as it ties together many of the key pieces needed for effective sports cause marketing: a massive lifestyle brand, celebrity athletes, large numbers of effected youth, and the growing demo of Latinos, who still remain underutilized in the sports space.

New York was a solid kickoff, creating a quality environment and a memorable day for all. The bar is now set for growth across the US, with Nike the first of many joining the team for this crucial mission with Latino youth.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

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Telemundo-owned WNJU New York has named John Gonzalez vice president of technology and operations. In his new role, Gonzalez will implement digital upgrades to station operational infrastructure and further expansion of the station’s online platforms.





Jeffrey Duque is the new Vice President at H Code Media. He’s leading the launch of a newly formed division at H Code Media named H Code Studio – a full-service content studio that combines the identity of a brand, the storytelling of a production house, and the scale of a digital platform. Previously Duque, worked at impreMedia’s Studio ñ.





ROI Influencer Media has appointed former IPG Mediabrands strategist Mary Hill as director, brand & content strategy. In the new role, Hill is tasked with growing the firm’s multicultural division by both expanding the company’s media offerings and its influencer talent roster.





Wal-Mart Stores Inc. has announced Judith McKenna‘s promotion to President and Chief Executive Officer (CEO) of Walmart International, the company’s second-largest operating segment. She will be succeeding David Cheesewright, who has been in the role since 2014 and recently shared his desire to retire from a full-time role.




Veritas Technologies, a leader in multi-cloud data management, has appointed Greg Hughes as chief executive officer, part of a planned succession strategy to lead the next phase of the company’s evolution.





Bobby Hershfield was named VP and executive creative director at multicultural agency The Community.






GALLEGOS United has announced it has hired Dino Spadavecchia as executive creative director. Spadavecchia will oversee development and execution of creative concepts for all clients. He reports directly to Harvey Marco, co-president and chief creative officer.





NIKE, Inc. has promoted Dirk-Jan “DJ” van Hameren to VP, Chief Marketing Officer. In this role, van Hameren will lead Nike’s Global Marketing organization to authentically connect with every consumer who interacts with the NIKE brand and deepen relationships with them.






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.






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.

What: Boston-based sportswear company New Balance signed new sponsorship deals with Spanish soccer club Athletic Bilbao, and Ireland’s Football Association. With these two new deals, New Balance is replacing competitors Nike and Umbro as sports wear sponsor of the above mentioned soccer clubs.
Why it matters: The Irish soccer team has a large following among the many U.S. soccer fans of Irish origin.. In fact this Thursday the Ireland National Team is set to play Mexico in New Jersey’s Met Life Stadium.

New Balance, the Boston-based sports wear multinational company has broken into  one of Europe’s longest soccer sponsorships. The company announced that, starting September 2017, it will be the sponsor of the Irish National Soccer Team.  English sportswear supplier Umbro had been Ireland’s kit supplier since 1994. The deal includes a full kit, training apparel, and equipment for the Ireland’s international teams including its underage division.

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“The Football Association of Ireland (FAI) is delighted to announce this relationship. The Republic of Ireland jersey is recognizable all around the world and is synonymous with the passion that our players and our supporters are renowned for,” stated John Delaney, FAI CEO.

New Balance seems to have set its eyes on soccer. The American brand sponsors major clubs including Liverpool, Celtic, FC Porto, Sevilla, LOSC Lille, and the national soccer teams of Costa Rica and Panama.

In addition, starting with the 2017/18 season in the fall  New Balance will become Athletic Bilbao’s new kit, training wear and equipment sponsor for the next six years.

“We are delighted to embrace and share this new era for the Club, in which we face the tough task of defending our philosophy and moving forward based on our own approach to football. We feel that New Balance will become part of the history of our club, and are looking forward to working together on the challenges that await us in the future,” said Josu Urrutia, Athletic Bilbao President, in a statement.

By signing this new deal, the Spanish soccer club decided to end the relationship it had with Nike since 2013.The basque soccer club will show off its new gear during a friendly match against Georgia on September 2.

What: Portada spoke with Arno Trabesinger, FC Barcelona’s Managing Director Americas, about the Spanish club’s expansion plans for Latin America.
Why it matters: Last September, FC Barcelona opened new offices in New York, in an effort to boost its growth throughout the American continent, with a special focus on Latin America.

Arno Trabesinger

Since FC Barcelona Director Ramón Adell’s arrival two years ago, the team has embarked on the road to globalization. “We want to be the most global team of all sports, and Latin America is the base because soccer here is already [the] number one [sport],” said Arno Trabesinger, FC Barcelona’s Managing Director Americas.

To fulfill this goal, FC Barcelona is looking to solidify its presence in Latin America in 2017 through strategic efforts. “Latin America is very important for us, due to the fact that we have so many fans following the team in the region,” added Trabesinger.

Latin America is very important for us, due to the fact that we have so many fans following the team in the region.

According to the team’s social networks analysis, Mexico is the second largest country with the largest number of followers worldwide on the club’s Facebook page, surpassed only by Indonesia. In Latin America, Mexico is the largest, followed by Brazil and Colombia.

IndonesiaAsiaAsia Pacific9,611,980
EgyptAfricaMena / North Africa3,639,034
United StatesAmericaNorth America3,478,937
TurkeyEuropeEurope / (Mena)2,359,360

In Mexico, football fans follow their favorite local team, but also support and follow one or more European teams, explained Trabesinger. “That’s where we want to be number one. In addition, we have nine Latin American players on our team, so that gets us more fans in the region.”

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The goal now is to take advantage of the attention that the club already has to keep it growing. In addition to its social networks strategies, which are dictated from Barcelona, “a relevant marketing tool for Latin America is the team’s soccer schools for children ages 8-16. We have several already in Peru, Guatemala, Brazil, and Mexico, and we want to open more throughout the year,” he added.

A relevant marketing tool for Latin America is the team’s soccer schools.

These schools represent an opportunity for brand development and brand building among children and young soccer fans.

Looking for more sponsors

Growing its network of followers is undoubtedly one of Barça’s objectives, but “growing our business opportunities” is also a goal, said Trabesinger.

In 2015, the team signed a regional agreement in Latin America with Canada’s Scotiabank, which will run through the 2018-2019 season. It also has local sponsorship deals with foot deodorant brand Baruel Tenysa Pe in Brazil, and with Tecate beer in Mexico, in addition to its global sponsorship agreements with Nike, Gatorade, Gillette, and Stanley Black & Decker.

“We are looking for partnerships in Latin America, especially in Mexico and Brazil. That’s why we came to New York, to strengthen our LatAm efforts from here,” he explained.

The club seeks to add marketers to its New York office who know the Latin American market well, and know how to bring together partners in this region.

When adding brands, the most important thing is that they support the philosophy of the club. “We want sponsors who are proud to be part of the family, and are interested in activating at the local level,” said Trabesinger.

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In addition, the team wants to sign agreements lasting a minimum of three to four years. “We want partners who will stay with the team in the long run,” he said.

We want partners who will stay with the team in the long run.

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What: Uniform manufacturers, banks, cement companies, and casinos top the list of Mexican soccer sponsors.
Why it matters: Knowing what Mexican brands are targeting Mexican soccer fans also offers interesting clues about brand affinity of Mexican-Americans in the U.S. In addition, having the exclusive for making and selling team uniforms, or having your beer logo on a team jersey – in addition to selling the beverage at the stadium – are profitable investments for brands, even if sponsorship figures for Mexican soccer remain undisclosed.


descarga (7)Liga Mx, which according to statistics is followed by at least 60% of the Mexican population, has a series of sponsoring brands that are split among those which produce team uniforms, and those which stamp their names or logos on the garments used by the players on each of the 18 teams that make up the largest Mexican soccer league.

First are the brands that manufacture and provide the teams with their uniforms:

Puma leads the league with five teams (Atlas, Santos, Monterrey, Guadalajara, and Querétaro); Charly with three clubs (Veracruz, Puebla, and Chiapas); Nike with three teams (Pumas, América, and Pachuca); Pirma with two clubs (Morelia and Leon); Under Armour with two teams (Cruz Azul and Toluca); Adidas with two clubs (Tigres and Tijuana), and Umbro with one team (Necaxa).

The dollar value of the sponsorships is guarded with great secrecy, and neither the brands nor the teams generally divulge the numbers that grant them the exclusive rights to the manufacture and sale of team jerseys. With retail prices that range from 900 to 1,300 pesos, it translates into a very profitable business for sponsors.


Las marcas que visten a los equipos de la Liga MX
Under ArmourCruz Azul

descarga (8)But even when sportswear brands are globally renowned, industry experts say that the crux of the sponsorship business is not in who makes the uniforms, but in the brand that supports each of the teams – and whose logo appears on team jerseys – as is the case of beer brands in markets like Germany, Brazil, and  Mexico.

The relationship between beer and soccer fans does not seem to be a coincidence, since the three countries (Mexico, Brazil and Germany) are the most important beer producers. Beer has thus become the sponsor of such important sports events as the Super Bowl, Europe’s Champions League, Formula One, and Mexico’s Liga Mx.

When the Liga Mx championship was defined, the Tigres wore the Tecate brand on their jersey, while the América wore the Corona brand. As all the fans know today, the corona or crown, was taken by the Nuevo León team.

Liga MX Beer Brand Sponsors
Brand Team
TecateCruz Azul
Bud LightTijuana

But other brands also want the attention their product would get by being printed on a uniform. This is the case with cement companies that sponsor their own teams, such as Cruz Azul, Cementos Fortaleza (Pachuca), and Cemex (Tigres); banks such as Banamex (Toluca and Pumas), BBVA Bancomer (Monterrey), Multiva (Querétaro), and Compartamos Banco (Chiapas); and, most recently, casino chain Caliente.

In fact, Caliente – which includes the online betting site Caliente.mx – is the brand that arrived in mid-2016 and went on to become one of the main sponsors of Mexican soccer, with its support of four teams: Tijuana, Puebla , Morelia, and Chiapas, and is poised to increase its sponsorship efforts starting in the second half of 2017.

Debora Montesinos contributed in this article


A summary of the most exciting recent news in sports marketing and media in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.


Image result for target major league soccerTarget announced becoming the official partner of Major League Soccer beginning this upcoming season. It wil also sponsor MLS’ new Minnesota United FC franchise’ jerseys and become the official Retailer of U.S. Youth Soccer. This is the the retailer’s largest-ever push into team sports.

General Electric signed an agreement with the Boston Celtics to become the team’s sponsor during the upcoming seasons. Details on the agreement haven’t been announced jet, but it has been said that the brand’s logo will appear on the NBA team’s jersey.

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After Nike decided to stop producing golf gear, Tiger Woods started using Adidas’ TaylorMade golf clubs. Doing this, the professional golfer will both represent Image result for audi ELEAGUE MajorAdidas and Nike. The first event where both brand will share golf icon will be at the Torrey Pines Golf Resort, in San Diego

Audi decided to bet on esports. The brand joined digital sports short before the start of one of the year’s biggest tournament, the ELEAGUE Major, in Atlanta, Georgia


Brazilian soccer player Ronaldo Nazario, who played for Real Madrid and Barcelona, announced a 50% acquisition of CNB e-Sports club. The club, integrated by Brazilians only, was founded in 2001 and plays at the League of Legends tournament. Among the team’s shareholders are also poker champion Andre Akkari, and Brazilian Series of Poker CEO Igor Federal Trafane.

Image result for chevrolet patrocinio Torneo Verano 2017 argentinaChevrolet became official sponsor of the Argentinian Torneo de Verano 2017, which is played by Argentina’s most important soccer teams, and will be played in Mar del Plata, Salta, and Mendoza.

On February 2nd Boca, from Buenos Aires, will play against Chivas, from Guadalajara. The encounter will only be broadcasted online and through pay-per-view.


A summary of the most exciting recent news in sports marketing and media in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.


Kyra “Mogwai” Batara with coach Casey.

MMA sensation Kyra “Mogwai” Batara will represent the organization for the first time in Combate Americas history during the RIZIN FF fight in Tokyo, Japan, on September 25.

Nike and Apple announced their partnership’s newest product, the Apple Watch Nike+, which pairs the exclusive Nike Sport Bands with the Apple Watch Series 2, which features GPS, a display twice as bright as that of previous models, water resistance for depths of up to 50 meters, a powerful dual-core processor and watchOS 3.

Univision Deportes announced its schedule for the upcoming 2018 FIFA World Cup Qualification. The line-up includes games played by the U.S., Mexican and Canadian national teams, as well as the debut of the UEFA National Team qualifying matches on UCI’s networks.

These are the #Portada16 Award Finalists in the Sports Marketing Campaign Category:
-Western Union Digital: the “Be Futbol” Campaign
-Bones Love Milk
-Copa Coca-Cola

Winners will be announced at the Sports Marketing Forum, part of #Portada16 on Sept. 14 in New York City’s Yotel.

With this week’s start of the NFL season, the league’s four major TV network partners have cumulatively sold close to $2.5 billion worth of commercial time, Broadcasting & Cable reports. This means each one of the networks has sold more inventory than it did last season, and at higher prices.

Ray Warren.

NBCUniversal Telemundo Enterprises announced Ray Warren as Telemundo Deportes’ new president. In this new role, the veteran sports executive will oversee NBCUniversal Telemundo Enterprises’ growing sports business and lead its strategy across all its platforms and networks. He will be responsible for developing both existing franchises and future acquisitions with a keen focus on the FIFA World Cup properties.

Warren will be based in Miami and will report to Cesar Conde, the chairman of NBCUniversal International and NBCUniversal Telemundo Enterprises, effective September 19.

DOWNLOAD Portada’s 2016 Sports Marketing Guide!

arroz-oriente-petrolero-bloomingLATIN AMERICAN MARKET

Bolivian soccer clubs Oriente Petrolero and Blooming are trying to earn some additional funds by selling their own rice brands through Silos Montego SRL, which will handle the product’s fabrication and distribution.

Argentine soccer club Boca Juniors is looking for companies willing to pay an unspecified sum to put their name on its Alberto J. Armando Stadium and become its main sponsor starting in 2017. Experts expect the stadium to be named after a multinational.

Liga Mexicana has positioned itself in the top ten of leagues who spent the most on signings during this season. England’s Premier League set records, coming in first through spending €1.4 billion, while Italy’s A Series spent €700 million. In ninth place, we find Liga MX’s €49.5 million.

A summary of the most exciting recent news in sports marketing and media in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.


Dwyane Wade

George Pyne, founder of Bruin Sports Capital, announced the acquisition of deltatre, which specializes in broadcasting soccer games and other sports events. The company also provides graphics, data and live-streaming technology for sports and broadcasting clients. Terms of the acquisition have not been disclosed.

Basketball player Dwyane Wade made what he called “an extremely emotional and tough decision” and decided to leave the Miami Heat after 13 seasons and sign a two-year deal with the Chicago Bulls, for about $47 million.

Walt Disney has agreed to buy a 33% stake in the video unit of Major League Baseball’s digital arm, MLB Advanced Media. According to Bloomberg’s report, the deal values the business at about $3.5 billion.

Nike named Mark Parker as successor president and CEO, after announcing that its founder, Phil Knight, is retiring. The athletic giant also named Apple CEO Tim Cook as lead independent director of the board.

New York Cosmos and Fantástico, a Spanish-language mobile ticketing site that launched last month in the New York metro area, have signed a partnership. The Cosmos will have category exclusivity and premium placement on Fantástico’s website, while Fantástico will have promotional opportunities at games and in the Cosmos fan zone.

DOWNLOAD Portada’s 2016 Sports Marketing Guide!


In celebration of the Rio 2016 Olympic Games, Samsung Electronics, a Worldwide Olympic Partner in the Wireless Communications Equipment category,  announced the launch of a Rio 2016 app, with on-the-ground activations throughout Brazil to mark the official launch of Samsung’s global Rio 2016 Olympic Games campaign.

Huawei, a Chinese multinational networking and telecommunications equipment and services company, announced a two-year sponsorship with Argentinian Boca Juniors football club. The brand will appear on the team’s new shirt sleeves.

The Club Atlético Newell’s Old Boys club was invited to be a special guest at Mexican Club Atlas’ 100th birthday this Saturday in the Jalisco stadium in Guadalajara, where both teams will meet in a friendly match.

Voit revealed that this season’s football will be named Legacy, and that it will be used during the Liga MX 2016 opening game. Accompanying the presentation was Mexican goalkeeper ‘Conejo’ Pérez, who has been sponsored by Voit for the past 23 years.

What: Social net Instagram has succeeded in increasing brands followers significantly.Nike has reached 12 million followers, Victoria’s Secret 10.5 million, GoPro 4.2 million, the NBA  4.9 million and Starbucks  3.7 million after implementing Instagram video on their marketing strategies.
Why it matters: Developments in the online video market, with its potential to grab TV ad dollars are crucial to follow. The fact that 40% of the most-shared videos on Instagram are created by brands, not average users is interesting to know.

images (1)Nike, the athletic shoe and apparel Company, has succeeded in increasing its followers from 4 million to 12 million because of its Instagram video initiatives.

Back in April 2014, Nike was already boasting 4 million followers on the social platform mostly known for photo sharing. From February 20, 2015, the company has increased its Instagram followers 200% to 12 million.

Victoria’s Secret was another Company that experienced a huge improvement in its follower count after implementing Instagram video. The women lingerie company saw its subscribers increase from 4.2 to 10.5 million. Camera brand GoPro also went from having 1.9 followers to 4.2 million, the National Basketball Association(NBA) bumped its follower count from 2.3 to 4.9 million, and Starbucks saw its subscribers grow from 2.3 to 3.7 million after implementing Instagram video on their marketing strategies.

According to a white paper from video advertising company Unruly, 40% of the most-shared videos on Instagram are created by brands, not average users.These brands’ successes with Instagram video probably depends on their marketing budgets, which none of the companies revealed. However, regardless of budget, the way NBA, Starbucks, Nike, Victoria’s Secret, and GoPro have figured out Instagram video should set precedent for other brands.


People change positions, get promoted or move to other companies. Portada is here to tell you about it.

Héctor Fernández – Publicis ::: Víctor Roldán – Turner International Argentina :::  Diana Schenone – Nike Woman :::  Rocío Bilbao – Interbrand Chile ::: Bibiana López – Fischer Brazil ::: Emerson Calegaretti – US Media Consulting ::: Ogilvy Argentina – Maximiliano Ballarini ::: Lorena Pascual – McCann Buenos Aires :::

diana-schenone-Nike announces a new marketing unit for women. The new unit will be called “Nike women” and will be under the leadership of Diana Schenone. Schenone has been working for Nike as communications manager for the South Cone (Argentina, Chile, Uruguay and Paraguay). Also, Carla Civelli has been named communications manager for Argentina.


McCann Buenos Aires has named Lorena Pascual strategic planning director. Pascual has previously worked for Young & Rubicam as planning director and has worked with clients like Danone Aguas and Quilmes.


rocio-bilbao-Interbrand Chile hired Rocío Bilbao to lead its Client Services and Brand Strategy department. Bilbao will be based in Chile.



bibiana-lopez-Fischer Brazil has appointed Bibiana López as planning director. The executive has more than 14 years experience. López has previously worked for PA Publicidade, Ogilvy, TBWA/BR, Young & Rubicam and Bates Brazil. She has worked with Unilever, Adidas, Nissan, Pedigree, Gafisa, Bradesco, Danone, Casas Bahia, Mercedes Benz LatAm and Chivas, among other clients.

emerson calegerettiUS Media Consulting has appointed Emerson Calegaretti as product director for the Latin American market. Calegaretti will be in charge of developing and strengthen the relationships between MediaDesk´s media buying platform and advertising agencies in the region.


maximiliano-ballarino-Ogilvy Argentina has named Maximiliano Ballarini creative director. Ballarini will work with Ignacio Jardón and will report to Javier Mentasti and Maximiliano Maddalena. Ballarini has worked for BBDO with the campaigns: “Videoteloneros” – Pepsi, “Twitter a cero”  -Nike,  “Inmessionante” – Pepsi, “Lovekedin” – Tarjeta Naranja, “Community inspirators” – Twistos and “Las 7 nuevas artes” – 7up.



Publicis has promoted Héctor Fernández Maldonado to creative director for Latin America. Maldonado has been working for Publicis as creative director and creative VP of Mexico.


victor-roldan-Turner Internacional Argentina has promoted Víctor Roldán as legal affairs VP. He will report to William Muller y Felipe de Stefani.


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