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.

  • AB InBev

descarga (4)Anheuser-Busch InBev, one of the world’s largest brewer, has kicked off a global media planning and buying agency review for its’ US$2 Billion Global Media Assignment. The number of agencies the company aims to consolidate its’ business globally has not been determined.WPP’s MediaCom, the current U.S. incumbent, has held the account since late 2014. Globally, the company has eight agencies(from the six major groups: Mediacom, WPP, Publicis, Omnicom, Interpublic, Havas and Dentsu) spanning all major holding companies to handle media operations in more than 50 countries.


  • Fandango 

ANA-Portada-bien (9) Fandango, the digital network for moviegoers, is significantly expanding its presence in Latin America by rolling out a new global brand strategy that includes the release of innovative new ticketing destinations at its subsidiaries Ingresso.com in Brazil and Fandango Latin Americaformerly Cinepapaya, in seven key countries in Spanish-speaking Latin America.


  • Delta

descarga (23)Delta Air Lines will offer a new daily nonstop flight between New York-JFK (JFK) and Rio de Janeiro, Brazil, beginning Dec. 21, 2017, subject to U.S. Department of Transportation approval. The airline’s strategic alliance with GOL Linhas Aereas Inteligentes will extend the reach of this service to 23 destinations within Brazil and provides seamless connections at Antonio Carlos Jobim International Airport (GIG) in Rio de Janeiro.The GIG-JFK route will be operated using a Boeing 767-300 aircraft. Once approved, these flights will be available for booking through www.delta.com.


  • VW

descarga (24)Volkswagen AG’s Seat division is looking to expand its business in Latin America and North Africa in the next decade. Making Seat vehicles in VW production facilities in Mexico could facilitate access to Central and South American markets, he said. Seat, founded in 1950 as an assembler of Fiat models and bought by Volkswagen in 1986, has long been a weak link for the German automaker.The goal is to increase the unit’s operating margin to as high as 4.5 percent in the coming years.


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.

  • Eximia/ Argentina

descarga (25)Independentagency Midios has been appointed agency of redcord of Eximia Argentina, a beauty brand of Roemmers Laboratories. The agency has already begun to develop communication strategies and media planning for the brand. The first campaign, for Cellular Power Complex moisturizing was launched earlier this month.




  • Luxottica

descarga (11)Omnicom’s OMD has won the global review of Italian eyewear giant Luxottica’s global media business.Luxottica, one of the largest global retailer of glasses, has an important brand roster, which includes LensCrafters, Sunglass Hut, Pearle Vision, Sears Optical, Target Optical, Glasses.com, etc. as well as Ray-Ban, Persol, and Oakley. The company also has a license to distribute glasses created by such fashion houses as DKNY, Chanel and Ralph Lauren.According to Kantar Media, the company spent US$135 million on measured media in the U.S. in 2015 and approximately US$100 million last year. Its global spend is estimated to be around UD$250 million across more than 150 countries.OMD will also handle the programmatic buying portion of the client’s business.




  • Virgin America & Alaska Airlines

descarga (22)Seattle-based Alaska Airlines completed its us$4 billion takeover of Virgin America in late 2016, and said in a statement Wednesday it will “adopt many of the brand elements that Virgin America enthusiasts love.” It cited in-flight entertainment, boarding music and onboard mood lighting, but the name, color schemes and other distinctive Virgin America touches will be phased out.Alaska Airlines predominately flies to destinations on the U.S. West Coast, as well as to Hawaii and Latin America, and has an all-Boeing fleet of planes. Virgin America flies largely to East and West Coast cities in Airbus planes.



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.

A recap of major news on the Marketing and Media front from around the web compiled by Portada Digital Media Correspondent Susan Kuchinskas.


Hyundai and Volkswagen Target Hispanics during FIFA World Cup

There’s more evidence that marketers are waking up to the economic and social power of Hispanic consumers, with car companies making plays at FIFA World Cup starting tonight in Brazil. Meanwhile, is the whole Hispanic thing in danger of fading away? Both global automakers plan advertising blitzes during the FIFA World Cup, according to Automotive News. VW will run commercials in English and Spanish on ESPN and Univision, while Hyundai has made its largest-ever Spanish-language TV buy to reach young Hispanic males, while promoting the hashtag #BecauseFutbol. In the U.S., football may be bigger than futbol, but the month-long World Cup actually garners Super Bowl-sized audiences over its entire run. And Hispanics spent $39 billion on new-car purchases last year.

T-Mobile to Put Univision in Your Pocket

Can you say “captive audience?” Univision and T-Mobile made a bold play to keep Hispanics in their pockets — or, really, it’s the other way around. Univision Mobile is a wireless service that will offer subscribers a mobile portal into content, including special exclusive offerings. Subscribers also get 100 minutes of calls to Latin America. They specifically target Hispanic customers with families overseas, and all include 100 minutes to call a mobile or landline number from the US to Mexico and Latin America. It’s a win for consumers with family or friends south of the border, and the phone and service are one non-stop ad for Univision.

Hollywood Hunting Hispanics

That’s per a panel of movie industry execs appearing as part of the Produced By conference in Los Angeles last week. The head of the National Association of Theater Owners said Hispanics are their most important consumer, and Univision’s Peter Filaci backed that up by saying that Hispanics represent 17.5 percent of the population, but contribute 19 percent of U.S. box office revenue.

And that’s with a dearth of movies featuring Hispanics. Think how much money they could make with a few casting tweaks. Said writer Gwynne Watkins, “Hispanic audiences have turned out en masse for movies that feature the rare Latino star or director. If the movies started to better reflect their audience, just imagine the possibilities.”

Are Hispanics Fading Away?

A flurry of soul-searching began last week after a study showed that 10 million Americans changed their race on U.S. Census forms between 2000 and 2010. The largest number of those who changed their race/ethnicity category were 2.5 million Americans who said they were Hispanic and “some other race” in 2000, but a decade later, told the census they were Hispanic and white — although they were balanced somewhat by 1.3 million others who hopped onto the Hispanic bandwagon. So … why?

A major factor is the pressure — and the growing opportunity — to blend into society and to identify with the majority, writes Mary Sanchez in the Kansas City Star. Click through to read her thoughtful analysis of race and ethnicity in America.

But Nate Cohn at the New York Times notes that this could be not so much an identity crisis as simply the result of a change in wording on census forms.

At least one thing is clear, at least: Folks in the U.S. prefer “Hispanic” to “Latino.” All this matters — a lot — to anyone trying to get a message to this desirable demo.


Dunk On

Last week, Dunkin Donuts launched a new Twitter handle, @DunkinLatino. According to Latin Times, the franchise will do more than just pump out promos in Spanish; it may create new flavors that are “on trend in the Hispanic community.” Dulce!