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

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  • Reebok

English footwear and apparel company Reebok, subsidiary of sportsgiant Adidas,  has appointed Deutsch its new global creative agency of record after a formal review. Venables Bell & Partners was the incumbent. The appointment does not affect media incumbent MediaCom, which won the brand’s media review last year. The business will be led out of Deutsch’s New York office.





  • Bank of America

Bank of America is revamping its digital platforms to serve the nation’s Spanish-speaking community, South Florida Business Journal has reported. The move is aimed at luring the Hispanic population, the largest minority group in the country. At nearly 59 million, the U.S. Hispanic population constitutes 18.1 percent of the country’s population – and it’s only expected to grow. Approximately 41 million Hispanic-Americans are native Spanish speakers and another 11 million are bilingual, according to the U.S. Census Bureau.Andres Intriago, senior vice president and Spanish digital strategy lead for Bank of America, is spearheading the bank’s Spanish digital initiative. Bank of America’s website and mobile apps are already available in Spanish as 1.7 million of the bank’s 25 million mobile users have said Spanish is their language of preference, and another 2.5 million digital users have indicated they would like to see more Spanish-language products from the company.


  • Amazon

Amazon is offering a new service called Amazon Cash that allows customers without bank or credit accounts (or who would prefer not to use them) to make online purchases with good old-fashioned paper money. Amazon Cash users do need to have an Amazon account and a mobile phone.To take advantage of Amazon Cash, consumers bring cash to a participating CVS, GameStop or 7-Eleven store location. They then verify their Amazon account in one of two ways. Amazon’s strategy behind this move is to engage those 32.6 million consumers in the U.S. that don’t use banking services (unbanked) or make limited use of them (underbanked). Particularly, to attract more African-American and Hispanic consumers, who are the most likely ethnic groups to be unbanked, according to an FDIC study, Mediapost has reported. Amazon Cash is the most recent effort by Amazon to engage Hispanic and African-American consumers. In 2017, the brand released its Spanish-language version of Amazon.com.

  • Mastercard

Mastercard debuts its sonic brand identity, a comprehensive sound architecture that signifies the latest advancement for the brand. Wherever consumers engage with Mastercard across the globe – be it physical, digital or voice environments – the distinct and memorable Mastercard melody will provide simple, seamless familiarity. The news comes on the heels of the company’s recent transition to a symbol brand and is part of its continued brand transformation. Mastercard tapped musicians, artists and agencies from across the globe, including musical innovator Mike Shinoda of Linkin Park.The Mastercard melody is the foundation of the company’s sound architecture and will extend to many assets, from musical scores, sound logos and ringtones, to hold music and point-of-sale acceptance sounds.In the lead up to the 61st GRAMMY Awards®, Mastercard will launch a new multi-channel marketing program starring GRAMMY-nominated artist Camila Cabello, which will be the first creative output to feature the brand’s sound logo.In addition, the company will showcase its new sonic brand at the Mastercard Sensory Lab at Fred Segal®, a one-of-a-kind space filled with interactive experiences and exclusive merchandise from Joe Freshgoods and KYLE that will engage visitors’ senses and bring the brand to life in an entirely new way.Located at 8500 Sunset Boulevard in West Hollywood, The Mastercard Sensory Lab will be open at Fred Segal on February 8 and 9 from 11 AM to 6 PM. Elena Feoktistova, Regional Head of Consumer and Product Marketing LAC at Mastercard and Lorena Holguin, LAC Sponsorship Director at Mastercard are both members of Portada´s Council System. 

  • Planet Fitness

Planet Fitness, Inc., one of the largest and fastest-growing franchisors and operators of fitness centres in the US with more than 1,600 locations system-wide, has appointed Kansas City-based independent agency, Barkley lead agency. Barkley will handle creative, strategy, experience and design in addition to media planning and buying for the brand. Barkley will primarily focus on brand awareness, growing memberships and expanding the Planet Fitness footprint in the US and internationally.




2019 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.


  • P&G

P&G announced its acquisition of This Is L., owner of L. products, to meet growing consumer demands for period products in the naturals segment. Its portfolio primarily includes beautifully designed, high quality tampons, pads, liners and wipes made with organic cotton.L. is a purpose-driven, inspirational brand with many opportunities for future growth. For every L. product purchased, a donation is made to improve product accessibility to girls and women in need in the US and around the world.L. has experienced rapid growth, breaking barriers and making their products available to consumers in more than 5,000 stores across the U.S. With its donation program, the company is on track to provide access to over 250 million products, bringing the efforts to unprecedented scale.This acquisition will grow P&G’s Feminine Care business in the naturals segment and accelerate growth for L. products while continuing to support women and girls together.


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!)


Columbia Records has named Shahendra Ohneswere Senior Vice President, Content Development.  In this newly created position Shahendra will be working closely with all departments to create multi-platform content strategies across Columbia’s artist, label and creative brand partnerships.





 Gap Inc. has named Neil Fiske as president and chief executive officer. Fiske most recently served as CEO at Billabong International and prior to that, he held CEO roles at Eddie Bauer and Bath and Body Works.







Uber executive Bozoma Saint John is leaving the company to become chief marketing officer for media company Endeavor. Saint John joined Uber from Apple, where she was the head of global consumer marketing for Apple Music and iTunes.






Reebok has appointed Karen Reuther as global creative director. Reuther had a 12-year run at Nike that included serving as global creative director, where she headed up global design strategies for the brand.






Virginia Commonwealth University (VCU) Brandcenter has named Vann Graves executive director. Graves over his career led work on high-profile brands including Shell, American Airlines, Cigna, Lockheed Martin, Coca-Cola, MasterCard, the U.S. Army, AT&T, GE, M&Ms, Snickers, Visa and others.





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

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If yo want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

Reebok – SanchoBBDO ::: T100 Dupla Frutilla – Argentina ::: Falabella – Gisele Bündchen ::: Thompson Reuters – Burson Marsteller ::: Duty Free Shop and Ternium – Basso Brovelli ::: Maxus – Argentina ::: Calu Rivera – Peugeot Argentina :::

Reebok – Colombia

Sancho BBDO-SanchoBBDO Colombia has been chosen by Reebok to handle its Sports and Clasics departments in LatAm. The agency Total Work was in charge of the pitch.


T100 – Argentina

TicTac-Tic Tac has launched a limited edition of its candies against cancer breast with the LALCEC (Liga Argentina de Lucha Contra el Cáncer).



Thompson Reuters – Global


Thompson Reuters has announced a partnership with Burson Marsteller globally. The news service agency is looking to expand its communications and PR department.


Duty Free Shop – Argentina

Basso Bovelli-The independent agency Basso Brovelli has appointed Pablo Bovelli to lead its digital department. Also, the agency has announced two new accounts: Duty Free Shop and Ternium. Basso Brovelli will handle all the digital communications. The agency already works with Fernet Branca, Villa Del Sur, Nucleoelectrica Argentina, Punt E Mes, Brancamenta, Umsa and Danone.


Peugeot – Argentina

Puegeot-Peugeot Argentina will work with the actress Calu Rivero on Instagram. The Argentinean actress will be in charge of all the publications. Rivero has more than a million followers on Twitter and 100.000 on Instagram. The hashtag is #CaluRiveroRoadTrip on Twitter.

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

Maria Chaparro – Alcance Media Group ::: Florencia Serra – Alcance Media Group ::: Bas Van Dorp – Reebok ::: Sonia Guzman – BT brands + tourism Group :::  Alexandre Jordao – Batanga Media .

María Chaparro is Alcance Media Group´s newest Account Executive for Mexico. María joins Alcance Media Group after working with El Universal, Media Response Group and Grupo Expansión. Maria is a graduate of Instituto Tecnologico de Estudios Superiores de Monterrey with a focus on Digital Marketing.

Florencia Serra joins Alcance Media Group as an Account Executive. A graduate of Indiana University where she earned a Bachelor’s degree in Journalism with a concentration in International Studies. A passionate communicator, Flor previously worked in the communication department of the Rocky Mountain National Park in Colorado.

Reebok Andina has hired Bas Van Dorp as its new Brand Director. Van Dorp will be in charge of develop marketing and advertising strategies in Peru, Bolivia and Chile.  The executive has previously worked for Reebok and Adidas.

Grupo BT brands + tourism has appointed Sonia Guzman as Sales Director for Latin America. She will be based in Miami. The Group works with clients like Condé Nast -in USA and Spain-, Financial Times, and its own publications – Boletín Turístico, Travelista and Travelers Guide -.

With the acquisition of Bolsa de Mulher,  Batanga Media also announced a new President of Bolsa Group, Alexandre Jordao. Jordao will oversee all aspects of Bolsa de Mulher and all its properties under a new subsidiary of Batanga Media, Bolsa Group in Brazil. In addition to Bolsa de Mulher, Bolsa Group includes properties Bolsa de Bebe, Bem Leve, iTodas, EstrelaGuia, Te Contei  and Bolsa TV, as well as the female focused ad network, Pink Network. Previously Jordao was Sales Director for Microsoft Advertising in both Brazil and Mexico. Most recently, Jordao has been an investor and advisory board member for Hunt Mobile Ads and Pivot, a production house in Brazil.


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