The Coca-Cola Company


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!)

The Coca-Cola Company has named Rafael Prandini marketing vicepresident for the business unit Latin Center.  Prior to this, the executive was marketing director of  non carbonated drinks.





Guillermo Giménez y Brotons will go back to Mexico to be the new integrated marketing communications director of Coca-Cola, company where he has been working for 19 years.






Audi has appointed Cláudio Rawicz as its new communications director for Brazil. He comes from companies like Fiat, Iveco and Groupe Renault.






Nadine Pavlovsky is the new CMO of DirecTV. Prevously, the executive held the role of marketing VP since 2012.






Google Peru has named Julian Coulter as their new general manager. Coulter arrived to South America in 2012 and before this, worked at SABMiller.






Leonidas Rojas is the new director for Comscore Southern Cone. Rojas will be responsible for the company strategy in that region.







Cencosud has appointed Aldo Espejo Gomi marketing manager for supermarkets. The executive joined the company after leading for two years the marketing area in the retail division of Grupo Celima Trebol.







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.

For prior Sales Leads editions, click here. 

  • American Express  

American Express announced that it partnered with Lin-Manuel Miranda – a cultural leader, a creative force, a champion of local communities and an inspiration to all.Beginning on August 30, Lin-Manuel has been featured in our new ad campaign, all about how American Express backs people as they do business and live life. His story is about how his community of Washington Heights, New York has fueled his personal and professional growth – and how American Express has had his back along the way.By enlisting his family and friends to be a part of the campaign, Lin-Manuel enabled American Express to inspire organic moments during the shoot, helping to make it memorable and impactful. The soundtrack of the spot, “Mañana,” was actually written by Lin-Manuel during the multi-day shoot.The brand debuted the English version of the ads timed to its major presence with US Open Tennis in August 27.Now, it’s rolling out a Spanish version of the ad on Telemundo and Spotify.Amex will leverage TV, digital, streaming audio (like Spotify) and social media (Twitter/Facebook/Instagram) that allows the brand  the opportunity to message a very specific, niche target who we feel will be likely to connect with Lin-Manuel and American Express.This includes targeting bilingual English and Spanish speakers.

  • The  Coca-Cola  Company

The  Coca-Cola  Company continues  its longstanding partnership with the PGA TOUR, and names DASANI Sparkling the TOUR’s official Sparkling  Water –the first-ever sports partnership  for the brand. The new partnership will officially launch during this week’s TOUR Championship at East Lake Golf Club in Atlanta. To  commemorate this announcement, DASANI Sparkling has unveiled a playful new ad spot, which will debut with a special broadcast premiere during the TOUR Championship.Filmed at the storied East  Lake–known for its precarious water hazards–the ad features DASANI Sparking adding their signature sparkle and carbonation to thDASANI Sparkling’s new partnership builds upon Coke’s longstanding relationship with the PGA TOUR, the company’s pouring  rights with the Tournament Players Club (TPC) network of clubs, and its overall history in the game of golf. e lake, rescuing millions of lost golf balls while offering a fun solution to countless golfer’s frustrations.

  • Quicken Loans

Quicken Loans has appointed Interpublic Group’s UM as its new media buying and planning agency, following a review that began in January.UM will service both the Quicken Loans and Rocket Mortgage brands effective immediately. It will work with Quicken’s in-house marketing team which does much of the creative work for its Quicken and Rocket brands. The client had previously worked with a number of different media shops.Quicken Loans spent about US$325 million on measured media in the U.S.in 2017, according to Kantar Media.





  • VTech

VTech, a global supplier of corded and cordless phones and electronic learning toys, has appointed Empower for media duties including research, digital, social media and content marketing efforts, following a review.The agency will service VTech and subsidiary brands LeapFrog and LeapFrogAcademy out of its Chicago offices.





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.



  • Goya Foods

New York City Football Club (NYCFC) and Goya Foods, one of the largest Hispanic owned food company in the United States, have announced the renewal of the partnership to further promote the importance of living a healthy lifestyle through sports and proper nutrition. To celebrate the renewal of the multi-year partnership, NYCFC and Goya launched a brand new version of the Healthy Hat-Trick curriculum for the new school year and hosted a youth soccer clinic with NYCFC defender Ronald Matarrita on Wednesday, September 19, 2018 at P.S. 49 in the Bronx. The workbook will be used in P.S. 49, and a total of 14 public elementary schools throughout the City, as part of the free in-school and after-school soccer programming made possible by City in the Community, the charity proudly supported by NYCFC.The partnership expansion also includes the second year of #MyGoyaDish, a digital campaign featuring NYCFC players and their favorite Goya dishes in addition to a social media contest where four lucky fans won an opportunity to be part of a cook off event with Goya Chef Fernando Desa. Also, Hispanic Heritage Night presented by Goya Foods at NYCFC’s home game on Saturday, September 8, 2018.

  • Notre Dame Federal Credit Union

Notre Dame Federal Credit Union (Notre Dame FCU) announced that it is the first and only Indiana credit union to be awarded the prestigious national Juntos Avanzamos (Together We Advance) designation for its commitment to serving and empowering Hispanic and immigrant consumers.To earn the Juntos Avanzamos designation, credit unions must complete an extensive application, requiring information about what products and services the credit union offers to specifically address the needs of the Hispanic Market, as well as what strategies they are utilizing to serve this important demographic group. To celebrate the designation, Notre Dame FCU will be launching a new marketing campaign on national Citizenship Day to celebrate Doing More than just speaking the Spanish language. In addition, a formal presentation event will be scheduled later in the year.  Learn more at www.notredamefcu.com/JuntosAvanzamos.

  • Southwest Airlines

Southwest Airlines Co., in partnership with the Hispanic Association of Colleges and Universities (HACU), has awarded 150 students, ranging from incoming freshman through graduate students, with complimentary roundtrip air travel as part of the ¡Lánzate!/Take Off! travel award program.The ¡Lánzate! Program is geared toward Hispanic college students with economic need who attend school far away from home. Students, from state to Ivy League institutions, across the nation completed online entries and submitted essays conveying how receiving a travel award would help them achieve their educational goals.Recipients were awarded between one and four roundtrips for themselves or a family member. Southwest donated 409 roundtrips to encourage students to continue on their paths to higher education.



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.

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. 

  • Allstate

Allstate Insurance Company announced the launch of its first-ever Allstate All-America Soccer platform to recognize the country’s rising high school soccer stars. In collaboration with MaxPreps, America’s source for high school sports, Allstate will identify the nation’s top high school soccer players in their junior year and award the “Allstate All-American” title to an elite group of 125 male and 125 female players. From the total 250 high school players, 40 males and 40 females will then be selected for the unique opportunity to compete in the inaugural Allstate All-America Cup that that will take place in summer 2019 in the city that hosts the Major League Soccer All-Star Game presented by Target.The matches will be televised on ESPN during 2019 MLS All-Star Week. Throughout the year, Allstate will celebrate the Allstate All-Americans with a comprehensive content campaign fueled with powerful stories about the selected players, original content from celebrity coaches and social coverage of MLS All-Star Week activities. Furthermore, Allstate signed on as the title sponsor of Alianza de Futbol’s “Sueño Alianza” program. Alianza de Futbol is the leading national organization dedicated to the support and development of amateur Hispanic soccer in the United States and Allstate Sueño Alianza provides an opportunity for young Latino soccer players across the country to be scouted by professional clubs for a shot at soccer stardom. Jonathan Gonzalez, who was found by his current club, Monterrey, at the 2013 Allstate Sueño Alianza National Showcase, will serve as the spokesman for the program. Daniel Keats, Director Consumer Marketing-Sponsorships at Allstate Insurance and Kerina Mora, Assistant Marketing Manager at Allstate are both members of Portada´s Council System.

  • QDOBA Mexican Eats

Jack in the Box´s sister company QDOBA Mexican Eats has appointed Marc USA’s Cogniscient Media as its agency of record following a review. The agency will handle all offline and digital media planning and buying duties.It is unclear if QDOBA’s incumbent media AOR, Horizon Media, competed to defend the account.San Diego-based QDOBA operates a chain of about 700 fast-casual restaurants across the U.S. and Canada.The company spent US$3.7 million on measured media in the U.S. last year, according to Kantar Media.



  • Fanta

Fanta, the second-oldest brand of The Coca-Cola Company and one of the most popular brand in the United States, is celebrating young creators living their life boldly and unapologetically through self-expression in Flavor Out Loud, the brand’s newest creative campaign. Flavor Out Loud casts a spotlight on two young adults who embody the FANTA ethos, with the first piece of content featuring Tyler Hassell , an aspiring jam-skater whose signature moves include unparalleled breakdancing tricks and impressive footwork. With product offerings that fit every lifestyle, FANTA takes its new campaign to new heights, capturing the essence and richness of everyday life that’s reflected in the brightness and flavor unique to the FANTA brand.The next release highlights a talented, budding makeup artist with a keen eye for out-of-this-world, abstract designs. The campaign was created by agency Fitzco//McCann.


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.

  • Unilever

In celebration of the diverse Latinx identity, Unilever’s #QueTeMueve platform has partnered with media company BESE for their art gallery showcase celebrating the many faces of today’s American youth. Unilever #QueTeMueve highlights the diverse sources of inspiration that the Latinx community draws from as they forge their own path; one that is true to their heritage and how they want to see themselves in the world. Unilever brought this to life through brand spokesperson, international model and activist Denise Bidot who shared with media and event attendees how she herself has forged a new path within her career while staying true to her heritage.

  • Northwestern Mutual 

Northwestern Mutual announced its renewed commitment to fostering professional growth and confidence in the Latino community by sponsoring the Association of Latino Professionals for America (ALPFA) Convention to be held beginning today through Aug. 2 in Las Vegas, Nev. This is the seventh year that the company has supported the event.ALPFA is a national nonprofit organization whose goal is to develop Latino men and women as thought leaders in every sector of the global economy. From students to professionals, the convention seeks to empower members of the Latino community through career development and leadership opportunities. Representatives from companies around the country network with attendees and provide valuable career advice throughout the event.

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.

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!)


Burson-Marsteller has announced Jonathan Stern‘s arrival as Managing Director and Market Leader of the firm’s Miami office, a key component of the firm’s Latin America business.  Stern will lead a team serving diverse clients, will be responsible for the strategic growth of the Miami operation, and provide senior counsel to key clients.






Adsmovil has announced the appointment of Alejandro Leyva as (CDO) Chief Data Officer. Based in Miami, he’ll be in charge of developing the data area for the Latin American and US Hispanic markets.






Dataxu, a software provider for marketing professionals, has announced the promotion of Tiffany Mosher to Chief People Officer. In this newly created role, she will expand upon her previous role leading global human resource operations and initiatives for the team of more than 350 employees.





Spanish Broadcasting System, Inc. has named Geraldo Arriaga as Vice President, Digital Media Sales of SBS, LaMusica App. In this role, Geraldo will spearhead all of the Company’s digital revenue efforts at the national scale and ensure SBS’s Digital Media programs are fully integrated into the network’s growing “Original Content Strategy.”





Luis Solis is now Director, Integrated Sales (Eastern Seaboard) at Meredith Corporation.







Michael Strober, previously VP of client strategy and ad innovation at Turner, is leaving the company. He has also been an integral member of OpenAP, the consortium developed by Turner, Fox and Viacom last year to help standardize audience buying on TV that goes beyond traditional, basic demographics.





The New York Times has promoted Gilbert Cruz, previously television editor and an innovative digital journalist in the world of entertainment and the arts, to Culture Editor of The Times. In the years ahead, Gilbert’s primary task will be to build and expand a powerful digital culture report to complement the journal’s print sections.





Ingrid Ciprian-Matthews has been promoted to Executive Vice President at CBS News, starting this month. She’ll continue to work directly with CBS News President David Rhodes overseeing day-to-day news coverage.







Chiqui Esteban is the Washington Post’s new Graphics Director. The paper’s Executive Editor Martin Baron and Managing Editor Emilio Garcia-Ruiz announced his promotion, praising Esteban’s skills an influence as department head for a year and a half.





Nuno Teles, a 14-year Heineken veteran who has been U.S. chief marketing officer since early 2014, is departing to take over as the president of Diageo’s beer division, which includes Guinness, starting in March. His replacement as of April 15 is Jonnie Cahill.





Marta Fontcuberta has announced her departure from The Coca-Cola Company, where she was global head of marketing communications based in Atlanta. She was distinguished by Adlatina and AdAge as one of the 14 Women to Watch when she was head of marketing communications in Latin America.



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. 

  • Shell

European oil giant  Royal Dutch Shell plc has opened its first service station in Mexico. With this latest move, the company sets foot in the Mexican retail fuel market. This is a milestone event for Shell since Mexico is the second-largest economy in Latin America and its gasoline market is the fifth-largest in the world. The development is likely to offer the company multiple growth opportunities and boost its revenues. The company’s first gas station includes a convenience store and is located in the northwestern suburb of Mexico City. Shell is the largest fuel retailer in the world with over 43,000 gas stations in around 80 countries worldwide.  The company will also be expanding its network of service stations in other developing economies like India, Brazil, China and Indonesia over the next decade.  In Mexico, Shell intends to invest around US$1 billion over the next 10 years as part of its retail expansion plans.

  • Park Hyatt

Hyatt Hotels Corporation announced two new luxury hotel developments in Los Cabos and Mexico City, Mexico under the Park Hyatt brand. These two high-end properties, designed to meet the needs of the discerning global traveler, mark the anticipated debut of the Park Hyatt brand in the country, and will join the brand’s global portfolio in locations such as Bangkok, Paris, Tokyo, Vienna, Milan and Zurich, as well as two sister hotels in Latin America: Palacio Duhau-Park Hyatt Buenos Aires, and Park Hyatt Mendoza.

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.

  • Hoteles City Express

Hoteles City Express has announced the opening of City Express Plus Medellin and City Express Junior Tuxtepec reaching 130 hotels in operation and more than 14,600 available rooms.City Express Plus Medellin has 141 available rooms and is a 100% owned hotel. Hoteles City Express reinforces the strength of its brand in Latin America with this opening – the sixth for the Company in the region, and the fourth in Colombia. This property will serve business travelers visiting a city with significant economic growth potential.City Express Junior Tuxtepec has 105 available rooms and is a property under a franchise and administration agreement. This hotel is the third that the Company has in the state of Oaxaca and it is expected to benefit from the robust industrial and agricultural activity of the Pacific corridor.

  • Coca-Cola

The Coca-Cola Company, its Mexico and Latin Center business units, along with The Coca-Cola Company’s philanthropic arm – The Coca-Cola Foundation –pledged additional financial support to communities recovering from recent natural disasters across Mexico, Puerto Rico and the Caribbean Islands. The new pledges include: The donations build on the US$2 million The Coca-Cola Foundation previously granted to The American Red Cross for relief efforts across the Caribbean Islands and the southeastern U.S. following Hurricanes Irma and Harvey.Coca-Cola System associates have also come together to provide assistance and support through the Coca-Cola Employee Disaster Relief Fund to their fellow system co-workers who have been evacuated from their homes and are without basic necessities in affected areas. The Coca-Cola Company is matching employee contributions up to US$100,000.With the addition of today’s new pledges of support, The Coca-Cola Company and its business units in Mexico, Latin Center and the United States, along with The Coca-Cola Foundation, together have contributed US$6.4 million to support disaster relief and recovery efforts across the hardest hit areas over the past month.

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.
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@Shell @HyattTweets @CocaColaCo  @CityExpressMX

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

::: Starcom Mediavest Group – Victor Garcia, Nicolas Gruschetsky  ::: ZenithOptimedia – Diego Fernandez  ::: Eduardo Lima – Nazca Saatchi & Saatchi Brazil  ::: The Coca-Cola Company – James Quincey, Ahmet Bozer  :::

Click here for previous Latam Changing Places editions

yBuhgoyv_400x400Victor Garcia has been appointed SVP, Managing Director for SMG Latin America at Starcom Mediavest Group.Garcia will report to Monica Gadsby, CEO, US Multicultural & Latin America.Read more.



053d3e2ZenithOptimedia named Diego Fernandez,  who formerly held Garcia’s new role, SVP, Client Services, Latin America.Fernandez will report to Sergio Lorca, CEO, Iberia and Latin America, ZenithOptimedia.Read More.



LS109_EduardoLimaAfter almost 21 years at the agency, Eduardo Lima is leaving Nazca Saatchi & Saatchi Brazil to settle in Los Angeles. According to the shop, he plans to dedicate exclusively to his family, at least in the short term. Following this announcement, Fabio Fernandes will take over the overall creative direction. According to the agency, the rest of the creative structure will remain unchanged, with Rodrigo Castellari, Pedro Prado and Theo Rocha as creative directors.


CMN6TPhW8AA1yK4Starcom has announced that Nicolas Gruschetsky has been appointed category manager  and coordinator of the Coca-Cola account in Argentina. He will be in charge of Coca-Cola, Zero, Light, Life, Fanta, Sprite  and Schweppes brands. In 2013, he joined the agency as senior planner. And, over the years, he has collaborated with Kimberly Clark, Prosegur, Alba, Gol Airlines, Ledesma, Siemens, Alcatel, and IAE Universidad Austral, among others.


descarga (1)The Coca-Cola Company has announced James Quincey has been named President and Chief Operating Officer (COO), effective immediately. As President and COO, Quincey will have responsibility for all of the Company’s operating units worldwide. He will report directly to Chairman and Chief Executive Officer Muhtar Kent.



descargaAhmet Bozer, Executive Vice President and President of Coca-Cola International, will retire after a distinguished 25-year career in the Coca-Cola system. Bozer will stay with Coca-Cola until March 2016, to ensure a smooth transition and serve as an adviser to Muhtar Kent and the Company on key strategic initiatives.Bozer, 55, began his career with Coca-Cola in 1990 as a Financial Controller Manager in Atlanta, and has advanced to serve in numerous leadership roles throughout the Coca-Cola system, including Managing Director of Coca-Cola Bottlers of Turkey (now Coca-Cola Icecek A.S.), President of the Eurasia Group and President of the Eurasia & Africa Group, where he led the Company’s business activities in more than 90 countries. He was named President of Coca-Cola International in 2012.Before joining Coca-Cola, Bozer spent five years in various audit, consultancy and management roles with Coopers & Lybrand in Atlanta. He holds a Master of Science in Business Information Systems from Georgia State University in the U.S. and a Bachelor of Science in Business Administration from Middle East Technical University in Ankara, Turkey.

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