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

For prior Sales Leads LatAm editions, click here. 

  • Daimler

German auto giant Daimler has consolidated its global media business with Omnicom Media Group following a review. As of January 1, 2019, OMG will be responsible for more than 40 markets worldwide and all Daimler divisions (Mercedes-Benz Cars, Mercedes-Benz Vans, Daimler Trucks, Daimler Buses, Daimler Financial Services). Daimler´s spending is estimated at US$950 million.

 

 

 

  • Visa

Visa announced a strategic minority investment in Conductor, a leading digital payments processing technology platform in Brazil, to help accelerate innovation in payments and enable Conductor’s product expansion. The investment reinforces the existing partnership between Visa and Conductor, as well as the companies’ shared vision for driving adoption of digital payments across e-commerce and mobile commerce in Brazil. Backed by Riverwood Capital since 2014, Conductor has become a key technology-processing platform for retailers, banks, and other companies in Brazil looking to issue different type of cards and digitize their payments, resulting in better engagement and increased loyalty amongst consumers.Visa’s investment in Conductor is part of a broader global strategy to open up the Visa ecosystem.Earlier this month, Visa announced it would expand its fast-track onboarding program to fintechs from Latin American and the Caribbean in December 2018 to provide them with the ability to more rapidly onboard to VisaNet, Visa’s global network.

 

  • La Salteña

Argentinean media agency Mídios, chaired by Héctor González, has won La Salteña account and will be in charge of developing the communication strategy and media planning for the brand. The agency has already started collaborating with the brand and implementing a campaign. General Mills´ La Salteña is one of the top marketers of high-quality refrigerated dough

 

 

2019 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.

 

  • JetBlue

JetBlue announced that new flights between Fort Lauderdale-Hollywood international Airport (FLL) and Guayaquil, Ecuador’s José Joaquín de Olmedo International Airport (GYE) are now on sale with the route set to launch on February 28, 2019 (a). JetBlue is offering an introductory fare on the airline’s latest international route starting at just US$89 one way from Fort Lauderdale (b).Guayaquil becomes JetBlue’s sixth destination in South America, second in Ecuador and expands the airline’s broader reach into Latin America and the Caribbean. In recent years, the airline’s network strategy has focused on enhancing international markets which has translated into service in 22 countries. JetBlue’s footprint outside of the U.S. continues to grow as the airline adds and increases routes to more than a dozen unique island destinations in the Caribbean and in various cities in Mexico, Peru, Costa Rica, and Colombia.

 

  • Hilton

Canopy by Hilton, Hilton’s lifestyle brand, signed its first property in South America—Canopy by Hilton São Paulo Jardins, slated to open in Brazil in late 2019. The 98-room adaptive-reuse hotel will be owned by Tati Construtora e Incorporadora and managed by Hilton.Designed as a natural extension of the vibrant and pedestrian-friendly neighborhood of Jardins, Canopy by Hilton São Paulo Jardins will welcome guests with a strong sense of place inspired by the area’s local surroundings, including an intimate lobby with chic design elements that provide a glimpse of the area’s trendy, upscale offerings, according to the brand. There will be Canopy Central, an area with a restaurant and bar serving local contemporary cuisine and a flexible meeting space, as well as a lounge and fitness center.

  • Starbucks Corp

Starbucks Corp., the world’s biggest coffee chain is trimming down its European corporate operations and giving its long-time Latin American partner the rights to open and run cafes in four new countries. Under the licensing deal, Mexico City-based Alsea SAB will be allowed to expand the Starbucks brand in France, the Netherlands, Belgium and Luxembourg, where its presence is relatively limited compared to neighboring markets like the U.K.The coffee chain is under pressure to improve its business worldwide as demand dwindles for its signature Frappuccinos and customers — who once saw Starbucks as high end — trade up for more premium coffees.

 

 

 

  • Uber Eats

Uber Eats has tied up with Café Coffee Day (CCD), to launch the country’s largest network of virtual restaurants. It will start ‘delivery-only’ restaurants exclusively on the Uber Eats app, for which both the companies will come up with various brands. The first restaurant brand is scheduled to launch in November. Uber Eats would provide the technology, backend and delivery logistics.Depending on its success, the company plans to take this to other markets where it is eyeing rapid expansion such as Latin America.

 

2019 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

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. 

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.

  • GlaxoSmithKline

Global pharmaceuticals giant GlaxoSmithKline has put its entire media account under review, three years after awarding the business to Omnicom’s PHD and WPP’s Mediacom.The reappraisal potentially puts a US$1.7bn advertising budget up for grabs and comes as part of a mandatory three-year cycle of reviews at the behest of GSKmanagement, According to Ad Age.

 

 

 

  • Advance Auto Parts

Advance Auto Parts has appointed Dallas-based independent agency The Richards Group for brand and creative work and Dentsu Aegis Network-owned agency 360i for media and analytics following a review, Adage has reported.Crossmedia, the media incumbent, did not participate in the pitch.As of late last year, the company operated 5,054 stores and 129 Worldpac branches and employed approximately 71,000 across the United States, Canada, Puerto Rico and the U.S. Virgin Islands, according to its website. The company also serves 1,218 independently owned Carquest branded stores.Advance Auto Parts Inc. spent US$29.1 million on measured media in the U.S. in 2017, according to Kantar Media.

 

  • Wells Fargo

Wells Fargo is launching a new, integrated marketing campaign called “Re-Established”. The campaign, launched nationwide on Sunday, May 6, leans into the company’s history and heritage as it acknowledges past issues, communicates the extent of changes made across the organization, and shows how the company is recommitting to its customers and their satisfaction.The first component of Re-Established is a one-minute commercial called “Trust” that airs nationwide and signals Wells Fargo’s intent in a bold way. The advertisements will run across print, digital,broadcast, and mobile channels. As with previous Wells Fargo advertisements, the campaign acknowledges the diversity of the company’s communities through tailored ads for specific audiences, such as in-language messages in Chinese (Mandarin and Cantonese) and Spanish and advertising in African American media. The Re-Established campaign was developed with BBDO-San Francisco, Wells Fargo’s agency of record since March 2014.

https://www.youtube.com/watch?v=1rrivHxCeeY&feature=youtu.be

  • McDonald’s 

McDonald’s is introducing the new 100% fresh beef Quarter Pounder burgers by launching the “Speechless” campaign,  inspired by the idea that words can’t describe the pure delight, the feeling, and the taste of a hot and juicy burger.  Led by We Are Unlimited, in close partnership with The Marketing StoreBurrellAlma, IW, Resolution and OMD, “Speechless” is an integrated campaign running broadcast, online video, radio, out of home, social media and in digital. Launched nationally on May 7th, work will run through the end of 2018.Charles Barkley, Gabrielle Union and John Goodman help describe customers’ reactions to the taste of McDonald’s hotter and juicier burger. Additionally, Luis Fonsi describes in Spanish just how good McDonald’s Quarter Pounder tastes in spots created for the Hispanic Market. The creative and production of these spots was led by Alma.

https://www.youtube.com/watch?v=L8IQMUSrK6Q

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.

 

  • Amscot Financial

Amscot Financial—the Florida-based leader in providing convenient, consumer-oriented financial services through its network of retail branches— reveals its latest Spanish-bilingual campaign geared toward a growing and evolving Hispanic consumer segment.  The new campaign highlights convenient financial services for the growing needs of the ‘gig economy’ with the rise in entrepreneurship, self-employment and those seeking professional development.  The broadcast media campaign will launch May 14 and air across the largest Hispanic DMAs in Florida — Miami-Dade, Orlando and Tampa, with a rotation of 28 fifteen second combined TV and radio executions.Hispanics represented 51% of Florida’s population growth from 2010 to 2015, according to new population data released by the U.S. Census Bureau.  Nationally, Hispanics have the highest rate of entrepreneurship Standford Business: State of Latino Entrepreneurship.  Amscot Financial launched its first Florida-wide, Spanish-bilingual campaign with Semilla AD in 2013 during Amscot’s expansion to South Florida and continues to actively cater to Florida’s evolving Hispanic market with culturally-dedicated campaigns reflecting their customers evolving financial needs.

 

  • Heineken

Beer brewer Heineken is moving ad verification in-house, Digiday has reported. The company is running a global search for one ad verification technology it can run directly from all its markets. Once the search ends, Heineken will have effectively brought its ad verification in-house,according to people familiar with the matter. There’s a desire at the company, according to one source, to understand for themselves whether the online ecosystem is delivering against its needs and the best use of budget.Heineken has two media-buying agencies: Dentsu Aegis and Starcom MediaVest.

 

 

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  • Nestlé – Starbucks

Swiss food giant Nestlé will spend US$7.15 billion for the right to market Starbucks Corp. products. This is the third-biggest transaction in Nestle SA’s 152-year history. However, the company won’t get any physical assets in the deal. By entering a marketing pact with Starbucks, the Swiss company is revealing the limits to growing with Nescafe and Nespresso.Starbucks is the second-most-valuable brand in fast food, according to BrandZ’s Global 2017 report, which estimates it’s worth US$44 billion. Nestle will take over about 500 Starbucks employees who will remain based in Seattle.Starbucks will continue to produce packaged coffee and other goods in North America, while Nestle will be in charge of the rest of the world. In addition, the Swiss company gets the rights to sell packaged coffee products in supermarkets, restaurants and catering operations under the flagship Starbucks brand.

 

 

  • Lionsgate

Lionsgate/Pantelion/MGM’s Overboard, a film targeting Hispanic moviegoers and fans of Mexican star Eugenio Derbez, came in 2nd for the weekend of May 4-6 as of Saturday AM with US$14.75M at 1,623 venues, the biggest opening in Pantelion’s history. PostTrak reports a Latino turnout of 41%, with the demo giving the pic an 83% positive. Overboard‘s opening is higher than the Mexican star’s April 28 release last year, How to Be a Latin Lover, which opened to US$12.2M and yielded a 2.6 multiple for a final US$32.1M.  MGM and Lionsgate co-financed Overboard, which cost in the low to mid-teens.

 

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. 

  • Campbell Soup Company

The Campbell Soup Company, also known as just Campbell’s, an American producer of canned soups and related products that are sold in 120 countries, has appointed Publicis Groupe to handle its’ creative and media business for many of its brands, following a competitive review, Ad Age first reported. Publicis will handle Campbell’s U.S. retail creative, along with that in Canada and Asia-Pacific. It will also handle Campbell’s digital, tech and consumer promotion business as well as media planning and buying for Campbell globally. Campbell’s incumbent media agency, WPP and GroupM’s MEC (now Wavemaker), which handled U.S. planning and buying since 1999, and global planning and buying since 2006, is out. Among Campbell’s brands Publicis will handle in the U.S. are Chunky soup, V8 beverages, Pace salsa, Prego sauces, Swanson broth and Spaghetti-O’s. It will also do media planning and buying for Pepperidge Farm but not creative. Campbell spends more than US$300 million on advertising in the U.S. alone.

 

  • P&G

P&G and IMS signed a commercial agreement with panregional aims to spread P&G’s marketing communications across all digital platforms exclusively managed by IMS. P&G will reach its audiences through 15, 20, 30 seconds video ads, that will guarantee a CPCV (Cost per completed view) on premium content ensuring brand safety and viewability.
The agreement will impact ten different Latin American markets where IMS manages platforms such as Spotify, Snapchat, Vevo, EA, Twitch, Twitter, Foursquare, Yahoo, Waze, as well as its own programmatic solution.

 

  • United Airlines

United Airlines will continue to expand its cabin segmentation initiatives, with plans to bring no frills fares to Latin American and European flights later this year.The expanded fare offerings coupled with the roll out of a new premium economy cabin on select international routes in the fourth quarter are part of United’s drive to generate roughly US$1 billion in incremental revenue from segmentation by 2020.The Star Alliance carrier plans to expand its basic economy fares, which lack attributes of standard economy fares like advanced seat assignments and carry-on bags and come with additional restrictions, to the two international geographies later in 2018, says United president Scott Kirby at the JP Morgan Aviation, Transportation and Industrials conference on 13 March.

 

 

  • Hyatt Hotels Corporation 

Hyatt Hotels Corporation announced the opening of Hyatt Place Macaé in the Brazilian state of Rio de Janeiro. Hyatt Place Macaé is the first ocean-front Hyatt Place hotel in Latin America and the second Hyatt Place hotel in Brazil, joining Hyatt Place São José do Rio Preto, which opened in November 2016. The hotel is part of a larger master development agreement between Hyatt affiliates and Elandis to develop a total of nine Hyatt Place hotels across Brazil.Hyatt is currently represented in Brazil by two full-service luxury hotels Grand Hyatt São Paulo (466 rooms), Grand Hyatt Rio de Janeiro (436 rooms) and now by two select service hotels, including Hyatt Place São José do Rio Preto (152 rooms) and Hyatt Place Macaé (141 rooms).

 

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.

  • Starbucks

Sao Paulo investment firm SouthRock Capital has signed an agreement with Starbucks Corp that gives it the right to develop and operate branches of the Seattle-based chain in Brazil, the companies said. With the agreement, whose value was not disclosed, all of Starbucks’ retail operations in Latin America are now wholly licensed rather than directly managed, the companies said.SouthRock founder Ken Pope said in a statement the fund would eye expansion opportunities in new and existing markets. Starbucks now has 113 stores across the populous states of Sao Paulo and Rio de Janeiro.SouthRock, founded in 2015, also owns Brazil Airport Restaurants, which operates in the country’s biggest airports.

 

 

  • Blue Ribbon Orlando Vacation Homes

Blue Ribbon Orlando Vacation Homes announced a year-long partnership with CVC Brasil Operadora e Agência de Viagens S.A., the largest tour operator in Brazil and across Latin America. As part of the partnership, CVC will now offer vacation homes managed by Blue Ribbon as an alternative to hotels to its clients traveling to Orlando, FL.Since its founding in 2009, CVC Operadora has achieved sustained growth and now operates 1,156 exclusive CVC travel agencies, approximately 46 CVC exchange stores and 6,500 partner agencies in Brazil serving millions of travelers with the most competitive deals, making it the largest player for vacation rentals in a growing market segment in Brazil.

  • Samsung

In the last two years, Samsung has expanded and remodeled its official channels to better serve its customers in Brazil, whether through the call center, email, chat, Facebook and even Twitter by direct messages (DM) as well as incorporating automation and artificial intelligence. Currently, Samsung’s customers have a wide spectrum of options and channels to solve doubts and problems.The partnership between Samsung and Atento, the leading company in customer relationship services and business process outsourcing (CRM/BPO) in Latin America, has facilitated the evolution to a new level of service, allowing Samsung’s customers to have an even more personalized and excellent service. The new Samsung’s customer relationship center set up by Atento in Brazil, has more than 1.200 workstations and has permitted to extend the call center’s service hours. Located in Sao Paulo, the new customer relationship center encompasses customer care operations, after-sales services, back office and strategic digital solutions delivered through social media.

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