Pro Mach


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 CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you 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!

 ::: Granja del Sol ::: Ybarra – Kepler22b ::: Pro Mach ::: Eclipse Travel :::

  • Granja de Sol/Argentina

arg-pre_cravero_gds570-15With the overall creative direction of Juan Cravero, the agency Cravero presents his new work “El hombre y la milanesa de soja”(“Men and soy Milanese”) for Granja del Sol. The spot, which will soon appear on broadcast television, shows how the prejudices that many men have with healthy food disappear when they try a home-made soy “milanesa” Granja del Sol.

  • Ybarra/españa

descargaAfter winning a contest, Kepler22b won Ybarra’s account, a company belonging to the segment of food. The agency will develop the new positioning of the brand.Kepler22b’s team that will work for Ybarra will be led by a group of five people: Carlos Martinez Cabrera and Miguel Conde, in the strategic area; Joseba & Galindo, in the creative area; and Alvaro Fernandez Recio.The brands joins a big portfolio that includes others such as Fox, M&M, MasterCard, Intel, BBVA, P & G, Nestle and newspaper El Pais, among others.

  • Suero Oral/Latam

vbvbBeverage additives that consumers can use to flavor their water have gained popularity in recent years and are now entering into other market segments, such as supplements.One company moving into this market is Hialeah, FL-based Suero Oral Inc., which has sold its Suero Oralâ functional beverages since 1999. Sold across the U.S., Suero Oral is sold in 13 flavors in 1-L and 500-mL bottles.The beverages were marketed primarily to the Hispanic market through small bodegas and grocery stores. The beverage was sold not only for its traditional medicinal use for children, but also to agricultural and construction workers and other laborers who work in heat-intensive conditions and become dehydrated. Today, Suero Oral products are sold in all 50 states and throughout the Caribbean and Asia.Suero Oral contains electrolytes that replenish the body’s fluids lost either through exertion or through illness, such as fever, vomiting, and/or diarrhea. The beverage is based on a traditional Latin American home remedy; the name Suero Oral translates in English as “oral serum.”More recently, Suero Oral has expended its target to a newer market segment: a younger, more urban population of athletes and exercise enthusiasts who deplete body fluids and critical electrolytes while playing in sports events or working out. The additive package lets consumers individualize the amount to meet their personal taste and need.As it was evaluating the new package concept, Suero Oral consulted with TricorBraun, which sources Suero Oral’s traditional bottles.

  • Pro Mach /Latam

3b0fe0238f3bf00a27e36c919acd5bd7_400x400Pro Mach,provider of integrated packaging and processing products and solutions for food, beverage, consumer goods, pharmaceutical, and other industries, announced today that the company is significantly expanding the support of its Latin American customers. The creation of Pro Mach Mexico Shared Services expands in-country sales presence and technical field services to better support Pro Mach’s rapidly expanding customer base. The opening of the shared services facility in the Santa Catarina Industrial Park, Monterrey, Mexico will occur this summer.The Pro Mach Mexico Shared Services business will provide customers, distributors, and agents with aftermarket parts availability, custom stocking of consumables, training, equipment demonstrations, light assembly, and technical field support. Deploying parts and having regional services available, in country, means better overall productivity for customers. Pro Mach currently has four full-time Latin American technical support personnel, eight sales representatives, and a number of well-equipped channel partners supporting its customers in Latin America.Adrian Hermosillo, who has been in sales, marketing, and technical support for Axon for more than four years in the USA, will be responsible for all aspects of the Pro Mach Mexico Shared Services business, including facility management, importation of aftermarket parts, management of training services, equipment demonstrations, trade shows, and Internet-based marketing.

  • Eclipse Travel /Latam

2c84e76eb5624cfe32ddac72a04df4b3_reasonably_smallEclipse Travel launches Latin America & Antarctica brochure Crossing the stunning salt flats of Bolivia’s Salar de Uyuni into the moon-like landscape of Chile’s Atacama Desert are just some of the highlights of Eclipse Travel’s first Latin America & Antarctica brochure, now available for 2015 and 2016 bookings. The Latin America & Antarctica brochure showcases bespoke itineraries and accommodation in luxury lodges, cloud forest reserves and boutique hotels for single travellers, small groups of two to 10 people, as well as special interest groups of up to 40. From Mexico to Argentina, the tours cover the length and breadth of the continent with the most popular itineraries including a 22-day Patagonia & Antarctica Wilderness Adventure, a 14-day South America Essentials tour and an 18-day Falklands, South Georgia and Antarctica trip. The 22-day Patagonia & Antarctica Wilderness Adventure combines some of the world’s most breathtaking landscapes and wildlife encounters, visiting both the Chilean and Argentinean sides of Patagonia, taking in the Torres del Paine National Park and the Perito Moreno glacier, before embarking on a small-ship expedition to Antarctica. The brochure also highlights a range of luxury and unique properties throughout Central and South America. Travellers will also love the detailed map of the Galapagos Islands which highlights the specific wildlife spotting opportunities on each island


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

::: Juan Pablo Suarez –  Magnetic  ::: Dan Perry – VICE  ::: Travis Johnson – IPG Mediabrands ::: Leo Burnett Tailor Made – Clovis Marchetti , Antonio Nogueira ::: BBDO Chile – Marcelo Con, Jorge Muñoz ::: Rodrigo Lugato – Ogilvy Brazil :::  Adrian Hermosillo – Pro Mach :::

Click here for previous Latam Changing Places editions
descarga (5)Juan Pablo Suarez has been appointed Director of Sales LatAm at Magnetic, a search retargeting company that specializes in reaching consumers with relevant display ads based on their search history. Suarez is based in Miami. Previously Suarez worked as Sales Director at MediaDesk a DSP owned by media ad placement firm U.S. Media Consulting.



9562177204_e38f53fca5_b-450x299VICE is setting up a Miami operation that will also act as coordinator for VICE’s U.S. Hispanic youth offerings as well as VICE’s existing Latin and South American operations, which currently span from Mexico to Brazil.The new bureau will be responsible for expanding VICE’s roster of channels in the region, and producing hundreds of hours of programming per year, covering the underreported stories and breaking news that matters most to young people. A spokes person at VICE tells Portada that Dan Perry will be in charge of Sales/Business Development in the Miami office.

descarga (6)Travis Johnson, CEO of mobile agency, Mnet, has been named Global Head of Mobile for IPG Mediabrands, and will be relocating to New York in July to take up the new position.Johnson has been with the Mediabrands family for ten years – holding various digital roles as well as a stint as Commercial Director for Mediabrands Australia and prior that, Managing Director of UM.In his most recent role at the helm of Mnet, he leads a team of 60 professionals across Australia, providing client services ranging from business plan articulation to mobile strategy, development, commerce, deployment, measurement, media and analytics – driving the overall direction and capabilities of the agency to be world class. In his new position, Johnson’s core responsibilities will be to leverage the group’s proprietary technologies and patents – including HARK™ second-screen audio watermarking technology, mobile campaign management platform, content management systems and social integration technologies – in order to grow mobile capabilities in key Mediabrands markets globally. He will be charged with creating a global network of mobile offices to collaborate and create – exporting what has been hugely successful in Australia to the rest of the world.

leo_logo_400x400Leo Burnett Tailor Made The brazilian subsidiary has added a new pair of creative directors: Clovis Marchetti and Antonio Nogueira, a team led by Marcelo Reis, partner and co-chair of the agency.



bra.marchetti_clovis570-13Clovis Marchetti was part of J. Walter Thompson. Previously, he was nine years at Lew’Lara / TBWA, and also worked for Salles (now Publicis), Newcomm (now Y & R), DM9DDB, Almap / BBDO.



antonio_nogueiraThe carioca editor Antonio Nogueira “Mega” comes from FBIZ. He previously worked in Talent, DM9, Publicis, FNazca and Giovanni (today FCB).





1cd5f672f63717BBDO Chile has new creative directors.Marcelo Con and Jorge Muñoz have joined the Chilean subsidiary from Contrapunto BBDO -Madrid- and Prolam Y&R, respectively.They will both lead the creative team and report directly to Agathe Porte, CEO of BBDO & Proximity Group in the country.Muñoz and Con will work for clients such as Visa, Merrell, Azleia and Gatorade.


descarga (1)Rodrigo Lugato has joined Ogilvy Brazil as creative director to handle the Claro account. Lugato held the same position at F/Nazca Saatchi & Saatchi for the past five years. Some of the clients for whom he worked are Claro, Honda, P&G, Carrefour, Pernambucanas, Novartis and Kia Motors.


343049cAdrian Hermosillo will be responsible for all aspects of the Pro Mach Mexico Shared Services business, including facility management, importation of aftermarket parts, management of training services, equipment demonstrations, trade shows, and Internet-based marketing.Hermosillo, a Monterrey native,  has been in sales, marketing, and technical support for Axon for more than four years in the USA. He holds a B.S. degree in engineering from Monterrey Tech (ITESM) and an MBA from UNC-Chapel Hill, Kenan Flagler Business School.


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