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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.

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

For prior Sales Leads LatAm editions, click here. 

  • McDonald’s

Arcos Dorados Holdings, Inc. (“Arcos Dorados” or the “Company”), Latin America’s largest restaurant chain and the world’s largest independent McDonald’s franchisee, reported that it will once again give 45 children in Latin America and the Caribbean the chance to participate in the McDonald’s system’s exclusive Player Escort Program. Children aged between 6 to 10 years of age from 11 different countries will be flown to Russia along with a parent or guardian, and given a once in a lifetime opportunity to accompany football players onto the pitch at the 2018 FIFA World Cup™.Winners will discover new cultures, interact with participants from around the world, and enjoy special tours and activities throughout their stay.McDonald’s Player Escort Program received a record 119,000 submissions from children who wanted to participate this year.Since its inception in 2002, the Player Escort Program has brought more than 7,000 children from 70 countries around the world to meet their sporting heroes. Arcos Dorados has the exclusive right to own, operate and grant franchises of McDonald’s restaurants in 20 Latin American and Caribbean countries and territories, including Argentina, Aruba, Brazil, Chile, Colombia, Costa Rica, Curaçao, Ecuador, French Guyana, Guadeloupe, Martinique, Mexico, Panama, Peru, Puerto Rico, St. Croix, St. Thomas, Trinidad & Tobago, Uruguay and Venezuela.

  • Converse 

Nike-owned sneaker brand Converse has replaced previous global media agency, Omnicom’s PHD, with IPG’s Initiative, Ad Age first reported. The account was put into review in early 2018.  PHD, which won the Converse media business away from Starcom in 2015, did not participate. Converse U.S. anual spend is US$20 million. Nike is planning to ramp up digital advertising for Converse, according to Adage.

 

 

 

 

  • Spirit Airlines

Spirit Airlines is expanding service from Orlando to Latin America, the Caribbean and the southeastern U.S.Officials with the airline announced that it would start flying from Orlando to Panama, Guatemala, the Dominican Republic, Honduras, Costa Rica, El Salvador and Colombia.In the Caribbean, the airline will start flying from Orlando to St. Thomas and Aguadilla, Puerto Rico.In the southeastern U.S., the airline will start flying from Orlando to Greensboro, North Carolina, and Myrtle Beach, South Carolina.Spirit CEO Bob Fornaro says Orlando is now one of the airline’s largest markets. He says Orlando is well positioned to serve as a gateway to Latin America and the Caribbean.

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.

  • Copa Airlines

Copa Airlines, a subsidiary of Copa Holdings, S.A. and a member of the global Star Alliance network, will operate daily flights between Curaçao and Panama City as of July 17, 2018, offering its passengers more flight options, with convenient schedules and greater connectivity with the rest of the continent.Passengers traveling between Panama and Curaçao will now enjoy more convenient, flexible schedules starting July 17. Copa Airlines will operate daily flights from Panama to Curaçao, departing at 9:13 am and arriving at 12:18 pm (local time), and from Curaçao to Panama, departing at 1:18 pm and arriving at 2:30 pm (local time).Copa Airlines currently operates an average of 350 daily flights through the Hub of the Americas, founded in 1992 and located at the Tocumen International Airport. Thanks to Copa’s extensive network of routes, Tocumen is considered the airport with the most international destinations in Latin America.

 

  • Aloft Hotels

Aloft Hotels, Marriott International‘s brand for music lovers and music makers, and Universal Music Group & Brands (UMGB), the brand strategy division of Universal Music Group (UMG), the world leader in music-based entertainment, have launched the 2018 edition of Aloft Hotels’ artist discovery competition Project: Aloft Star, and unveiled the first-ever Project: Aloft Star Tour, a five-city tour celebrating UMG’s emerging artists.Starting today, musicians can enter for a chance to win a once-in-a-lifetime prize Project: Aloft Star Tour until August 20. Unsigned bands and artists across North America and in select countries in Latin America, are invited to upload up to two original songs (in video or audio format) along with a photo through alofthotels.com for consideration by a panel of judges from UMG, Aloft Hotels and live music discovery platform Bandsintown.The panel will select three finalists to progress to Phase II of the competition where the finalists will receive a mentoring session from X Ambassadors.From September 17 through October 22, fans and music lovers are encouraged to vote for their favorite of the artists.Aloft Hotels, part of Marriott International, Inc., has more than 125 hotels now open in nearly 20 countries and territories around the world.

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.

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

 ::: IPG Latin America – Jorge Chavez  ::: Rodrigo Ortuzar – BBDO Chile ::: Spirit Airlines, Inc. – Robert L. Fornaro ::: Juan Lucca – D2L ::: Alexandre Gama – BBH  :::

Click here for previous Latam Changing Places editions

RicardoFerraris-2yo5z7e2otbem9715pfzswAndrea Suarez, CEO of IPG Latin America, announced the promotion of Jorge Chavez as Regional Director for LatAm Programmatic area. Since joining IPG in 2008, Chavez has held several leadership positions in Mexico Mediabrands consistently contributing to business growth and expansion of digital services. In parallel to his new role at Mediabrands, Jorge will continue his current responsibilities as manager of MAP Mexico.

 

descarga (4)Rodrigo Ortuzar will be the new director of customer service at BBDO Chile, according to Adlatina. The executive comes from Havas Worldwide where he spent three years. Ortuzar will also handle the Visa account and he will additionally be responsible for new business development for the subsidiary. During his career, he went through various agencies such as Ogilvy & Mather, Grey Chile, Grey Mexico and G2. Starting this month, the executive will report to Porte.

 

descarga (2)Spirit Airlines, Inc. has announced Robert L. Fornaro has been appointed President and Chief Executive Officer, effective immediately. Fornaro, a seasoned airline executive with more than 35 years of experience in a variety of senior leadership and advisory roles, succeeds Ben Baldanza, who joined Spirit in 2005 as Chief Operating Officer and served as President and CEO since 2006. Robert Fornaro was appointed to the Spirit Airlines Board of Directors in May 2014. He previously served as the President and Chief Executive Officer of AirTran Holdings Inc. from November 2007 to May 2011, after which he served as a consultant to Southwest Airlines Co. and AirTran Airways Inc.

descarga (3)Juan Lucca has been appointed VP of sales for Latam at software Company D2L.

 

 

 

alexandre gama home finalBrazilian Alexandre Gama has resigned global CCO role at BBH he took 3 years ago, to focus on his Sao Paulo Shop Neogama and Other Passions, Adage reports.Because of this, Sao Paulo-based Neogama, previously Neogama/BBH, will operate as a standalone Publicis Groupe-owned agency in Brazil. BBH will name a new global CCO.According to Mr. Gama, his agency will still have an operational agreement with BBH and work with BBH clients on a case-by-case basis, and with other Publicis-owned companies.

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

  • Kohl’s

Retailer Kohl’s is adding an emotional component to it’s holiday marketing campaign. A new ad that broke yesterday features a couple decorating their elderly neighbor’s apartment for the holidays while she’s out. Michelle Gass, Kohl’s chief customer officer, told Adage that a “a pure brand spot that really spoke to the insights and spirit of the holiday and spoke to our emotional connection [with consumers] and values.”Ms. Gass also said Kohl’s will reach more households this season and is broadening its reach to include a younger audience. Specifically, the retailer is adding morning TV to its media buy. The budget for the holiday campaign will be “comparable to last year, but more effective,” Ms. Gass added. Kohl’s spent $129 million on measured media during the fourth quarter of 2012, according to Kantar Media. Peterson Milla Hook  handled the campaign. Kohl’s does not currently have an agency of record.

  • NASCAR

Eight months after investing more than $1 million on Hispanic marketing initiatives in Phoenix, NASCAR plans to expand its Spanish-language advertising efforts into key markets such as Texas, California and Illinois, Sports Business Journal reports.

  • Heinz

HeinzFood and condiments marketer H.J. Heinz is conducting a global media agency review, according to sources.
Heinz reported total advertising expenses (including production and communication costs) in 2012 of $442 million, up from about $370 million in 2011. In the U.S. Heinz spent $50 million on measured media in 2012 and a little more than $26 million in the first half of 2013, according to Kantar. Cramer-Krasselt handles creative and media duties in the U.S.

  • Xoom

Xoom Corporation a leading digital money transfer provider, has introduced two new television commercials for the U.S. Hispanic market as a part of the “Better Way” campaign launched in 2011. “No Hablo Español” and “Roulette” are the latest television ads from Xoom targeting the Spanish-language audience. The commercials are running on major Spanish-language television through the end of the year.

  • Jaguar

JaguarLuxury carmaker Jaguar begun a month-long ad campaign on Sunday with spots in NFL games and on BBC America promoting its coming F-Type Coupe, hitting dealers next April. Included in the campaign is a  a 30-second spot during the third quarter of Super Bowl XLVIII on Feb. 2. The “sophisticated” commercial (says Jeff Curry of Jaguar) was  created by in-house agency Spark 44 and directed by Oscar-winner Tom Hooper (The King’s Speech). Jaguar spent less than $40 million on U.S. media advertising last year. That compares to close to $1 billion spent by General Motors’ Chevrolet, which will have multiple Super Bowl spots. But Curry says “the little guy” wants to “disrupt” the auto universe and show off its brand to a wider audience.

  • Post Foods

Post Foods’ Honey Bunches of Oats(®) announced a new brand anthem in collaboration with up-and-coming pop duo, Domino Saints. The exclusive “Smile While You Shake It” music video is the cornerstone of a multi-tiered entertainment program fueled by the positive power of music and is rolling out simultaneously to both general and Hispanic markets.
Inspired by samba beats, the song and signature dance cleverly incorporate the cereal box and breakfast utensils as percussion instruments making it catchy and fun for families to adopt and make it their own.  National bilingual media, social media and website will invite and make it easy for bunches of everyday people to showcase their own versions of the dance, share it digitally, win prizes and be part of a morning music movement that will make America smile from coast to coast.

  • L’Oreal

L’Oreal USA announced that it has named Digitas as its new digital agency of record.Based in New York City, Digitas will be responsible for the digital media planning and buying for all the company’s brands. L’Oreal USA has been on an aggressive path in growing its digital business over the last several years as it continues to be an increasing part of its media mix. The 2013 L2 Digital Index(R) was recently released showing L’Oreal USA brands in the top three in beauty in the Genius Category. These included Lancome, Kiehl’s Since 1851 and L’Oreal Paris.

  • Legacy

Legacy, the non-profit anti-smoking organization, has selected WPP’s MediaCom as its new media agency for planning and buying, according to sources. Annual spending on the account going forward is estimated at between $50 and $60 million, Mediapost reports.
The reviews are being conducted in advance of “a significant effort to expand the campaign at a time when the US Food & Drug Administration and US Centers for Disease Control and Prevention will be in the marketplace with bold anti-tobacco mass media initiatives” Legacy stated in July. The incumbent on the media assignment was Omnicom’s PHD.

  • Spirit Airlines

SpiritAfter a review, Spirit Airlines announced that Barkley is the airlines new agency of record.The agency will handle brand strategy, advertising, digital media, public relations, point-of-sale and media planning and buying. New work is slated to launch in early 2014. The airline operates 250 daily flights to more than 50 destinations in the U.S., Latin America and the Caribbean. Spirit Airlines spent $1.3 million in measured media in 2012, according to Kantar Media and roughly $225,000 between January and June of 2013.

  • Clinique

Clinique consolidated its global digital account with 360i, following a review. The agency will produce creative content for Clinique’s owned and operated global digital channels across North America, Latin America, Europe, Asia-Pacific, Middle East and Africa. It spent US$ $135 million in measured media in 2012 and $60 million between January and June of 2013, according to Kantar Media.

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics with more than 3,000 Leading Agency and Marketing/Advertising Directors. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.

To know everything about how our directory works in less than 3 minutes, check our demo here!

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

  • American Family Insurance

American Family InsuranceSiempre Mujer, the Spanish-language magazine for Hispanic women in the U.S., is partnering with Univision Radio the No. 1 Spanish radio network in the country, to invite Hispanics in Chicago to participate in the “Pursue Your Dreams” financial seminar, presented by American Family Insurance. The presentation will be led by Fernando Almanzar, a financial journalist and host of Cuentas Claras, a personal finance show on Univision America that provides information to help Hispanic listeners better manage their finances.The seminar aims to shed light on the tools available to Hispanics to help them realize their dreams by taking control of their personal finances. The seminar will take place on Saturday, October 26, in Chicago. Latinos unable to attend the seminar in person will have the opportunity to attend via a live webinar and ask questions.

  • Kia Optima

In the latest advertising campaign for the 2014 Kia Optima, the Korean manufacturer went the extra mile to tailor TV spots specifically intended for the Hispanic community in the United States.

  • Unified Grocers

With the launch of a new Hispanic marketing initiative for 2014, Unified Grocers, Inc. , a retailer-owned wholesale grocery distributor that supplies independent retailers throughout the western United States, is actively pursuing shopper marketing dollars on behalf of the largest “virtual” Hispanic chain in the country — the more than 400 Hispanic retail locations it serves throughout the Western United States.These retail locations combined serve about five million shoppers a week, generating more than $5 billion in annual sales. Unified is partnering with key brands to harness that collective power with its two new programs: ¡Celebremos! and Mercado Savings.”We’re presenting something very powerful and different,” says Nancy López-Pedroza, Unified’s Regional Marketing Manager, Retail Marketing Services. “Extensive research went into the planning phase in which 35 manufacturers and 12 retailers gave their insights into areas of opportunity. Created solely for the Latino shopper, ¡Celebremos! and Mercado Savings reflect Unified’s strong commitment to the Latino community and they will be a powerful force in generating sales and establishing customer loyalty for our supplier and retail partners.”

  • Avocados from Mexico

Avocados From Mexico has launched its first-ever national marketing campaign, “Avocado All-Stars,” designed to leverage the Major League Baseball (MLB) playoffs and show how Mexican avocados can help “green up” consumers’ game-day snacks with nutritious guacamole and other avocado-rich dishes, as an alternative to mayonnaise. As a fully integrated campaign, the Avocado All-Stars promotion includes national TV advertising during post-season MLB coverage on TBS; national print advertising in People and Entertainment Weekly, including placement in People’s Best Dressed issue; a national sweepstakes, with a chance for two participants to each win a $5,000 grocery gift card; a dedicated landing page with social integration; retail displays and promotion; and digital, social media and public relations support. The promotion is part of a larger consumer campaign designed to differentiate and distinguish avocados from Mexico from those of other countries, as well as from processed avocado products.

  • Comcast/NBCU

Just two years after the merged media company named a bunch of new agencies to handle its more than $1 billion in media spending, it is talking to those agencies about a possible review, according to an Adweek report, citing unnamed sources. Currently, MediaVest handles the cable business; Starcom does the theme park business; Maxus handles NBC, including Universal Studios; and Mediacom handles overseas business.

  • Spirit Airlines

Spirit AirlinesThree shops are competing to handle creative and media responsibilities on Spirit Airlines as the carrier’s review heads into its final stage, Adweek reports, Sources identified the contenders as The Richards Group in Dallas, Barkley in Kansas City and Walrus in New York. Final presentations will take place tomorrow at Spirit’s headquarters in Miramar, Fla.The winner will succeed Siquis in Baltimore. Ark Advisors in New York is managing the process. Ark referred calls to Spirit, which could not immediately be reached.
Spirit makes more than 200 daily flights to some 50 destinations in the U.S., Latin America and the Caribbean. It bills itself as a more affordable alternative to bigger airlines, with, for example, lower base fares.

  • Converse (Nike)

Nike-owned Converse is on track to double its sales over the next few years and it’s looking for a media buying and planning agency to support that growth, AdAge reports.The Andover, Mass-based sneaker and apparel brand, best known for its retro “Chuck Taylor” product, is in the midst of a media agency review, according to multiple executives familiar with the matter. Contenders include Publicis Groupe’s MediaVest, Omnicom’s OMD and independent Horizon.

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics with more than 3,000 Leading Agency and Marketing/Advertising Directors. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory

To know everything about how our directory works in less than 3 minutes, check our demo here!

A summary for 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.

Spirit Airlines – Latin America ::: Tate & Lyle – Latin America ::: Geometry Global – Ecuador ::: Cognito – BBIL- Global ::: Pulpo Media – Mexico :::

 Spirit Airlines is contacting agencies about its creative and media business, according to sources.The carrier, which spends most of its marketing dollars online, has a budget of more than $5 million.The incumbent, Siquis in Baltimore, is participating in the process.The airline makes more than 200 daily flights to some 50 destinations in the U.S., Latin America and the Caribbean. It bills itself as a more affordable alternative to bigger carriers, with, for example, lower base fares.

Tate & Lyle, a global provider of food ingredients and solutions, announced the appointment of Gyro as its lead global marketing agency. Led out of its office in Cincinnati, USA, gyro will work with Tate & Lyle to develop and execute an integrated global marketing campaign designed to enhance Tate & Lyle’s position as a leading supplier of speciality food ingredients and solutions to food and beverage companies across the world.

Geometry Global is opening a new office in Ecuador to manage Coca Cola account, among others. The new office will be leaded by Fabian Bonelli that will report to German Yunes, CEO Geometry Latin America.

Cognito has been selected as the public relations and marketing agency of Belize Bank International (BBIL), the provider of international financial services in Belize. Cognito will provide an integrated campaign to promote both BBIL and Belize as an international banking industry. The program will feature a multi-faceted communications approach including digital, social and traditional media along with advertising and collateral development.

Pulpo Media is opening new offices in Mexico.

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

  • Dos Equis

Dos EquisDos Equis is unveiling the details of its Masquerade marketing campaign, which kicks off on Sept. 1.The campaign, timed to launch with this fall’s entertaining season, urges adult consumers 21 and older to kick their Halloween celebrations up a notch while inviting them to win a trip to the Ultimate Masquerade Party in Miami. At retail, limited edition Masquerade packaging and compelling offers will help increase sales of Dos Equis Lager, Dos Equis Ambar and other Halloween-related items, driving higher register rings, according to the beer company.”Halloween has become a favorite occasion for adult consumers. More than 60 percent of those 21 to 24 years old will either throw or attend a Halloween party,” said Gwendolyn Boyce, brand director for Dos Equis, Heineken USA. “Halloween spending is on the rise and is expected to outpace 2012 by over 10 percent, resulting in sales of over $8 billion, an estimated $80 per person. Retail activation, led by point-of-sale featuring the limited edition bottles, encourages shoppers to grab a pack to enter the Masquerade Sweepstakes. The campaign will also feature cross merchandising offers from leading brands, such as Kettle Brand Potato Chips, and 1800 Tequila (where legal).Dos Equis Masquerade program will run Sept. 1 through Oct. 31.

  • Jamba Juice

Jamba Juice has started one of its biggest-ever marketing campaigns in order to promote its Kids’ Menu that it introduced earlier in the year, according to Advertising Age.The kids’ menu includes four 9-ounce fruit and vegetable smoothies, including Strawberries Gone Banana, Berry Beet It, and Poppin’ Peach Mango and two food items developed for kids: a Pizza Swirl with turkey or a Cheesy Stuffed Pretzel, according to Advertising Age.Elements of the campaign will include a Facebook sweepstakes, with the prize being a trip to tour DisneyToon Studio; in-store and digital marketing; and radio spots. Jamba Juice is also partnering with Walt Disney Co. as its fast food and beverage promotional partner for the animated film Planes. The company would not comment on the cost of the campaign, but it spent only $3.6 million in U.S. measured media during all of 2012.

  • eBay

eBay Enterprise Marketing Solutions, a roll up of nine marketing companies under eBay Enterprise seeks to compete with bigger, more established agency players in end-to-end digital marketing.The newly named eBay Enterprise Marketing Solutions combines nine companies previously operated individually—ClearSaleing, e-Dialog, FetchBack, M3 Mobile, MBS, PepperJam Exchange, GSI Media, Silverling and True Action—into one cohesive unit that will make it easier for marketers to one-stop shop when looking to use digital. One such marketer and eBay enterprise client is Aeropostale.

  • Spirit Airlines

Spirit Airlines is contacting agencies about its creative and media business, according to Spiritsources.The carrier, which spends most of its marketing dollars online, has a budget of more than $5 million.The incumbent, Siquis in Baltimore, is participating in the process.The airline makes more than 200 daily flights to some 50 destinations in the U.S., Latin America and the Caribbean. It bills itself as a more affordable alternative to bigger carriers, with, for example, lower base fares.

  • Tate &Lyle 

Tate & Lyle, a global provider of food ingredients and solutions, announced the appointment of Gyro as its lead global marketing agency. Led out of its office in Cincinnati, USA, gyro will work with Tate & Lyle to develop and execute an integrated global marketing campaign designed to enhance Tate & Lyle’s position as a leading supplier of speciality food ingredients and solutions to food and beverage companies across the world.

  • Gain

Gain and Telemundo’s hit show La Voz Kids are engaging viewers in a social media activation done in show—and where a lucky viewer could have a starring role! The experience will be took place during La Voz Kids yesterday (Sunday July 21st) at 8 pm EST.

  • Wendy’s

Multi-platinum recording artist and television personality Nick Lachey has signed on to promote Wendy’s new pretzel bacon cheeseburger.As part of Wendy’s marketing campaign for the new offering, Lachey chose his favorite social media posts using the hashtag #PretzelLoveSongs and sang them to a national online audience earlier this week. He also sang two of his hit songs, “I Do” from 98 Degrees, and “This I Swear” from Lachey’s debut solo studio album “SoulO.”The 360 marketing campaign for the pretzel bacon cheeseburger includes national TV, radio, Hispanic TV, radio, digital and social media, restaurant merchandising and outdoor billboards. The campaign also includes Hispanic advertising adapted for the first time. Wendy’s “Mucho Mejor” campaign includes both TV and radio creative tied to the cheeseburger. “Mucho Mejor” loosely translates as “Much Better,” and is consistent with Wendy’s brand messages.This is the first time, Wendy’s is adapting the Hispanic advertising for national U.S. media.

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS! For detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Hispanics of more than 3,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!). If you are a Subscriber to the Directory login and access the Directory.