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 COROPORATE 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!

:: Tuenti – Telefónica Argentina ::: Mexico Tourism Board-Lapiz ::: Banco Hipotecario – Madre Argentina ::: iab Argentina – Mobile Marketing Association

Mexico Tourism Board

SideBySide-CourtneyLopezChicago-based ad agency Lapiz has launched a new campaign for Mexico Tourism called Los Cabos #Unstoppable” .The campaign was created to let North American travelers know that Los Cabos, Mexico is back open after getting hit by Hurricane Odile on September 14. In just 45 days, Cabo San Lucas and San Jose de Cabo are back open and as vibrant as ever before. Starcom will handle media for this campaign.The campaign count with the TV spot “Ready,”which captures the spirit of the people of Cabo who restored the city making it ready to welcome people back within only eight weeks of the hurricane’s landfall. In the spot, actual Cabo locals, “Cabeños,” were casted and are seen stretching and warming up to welcome guests to their city including real hotel personnel, golf caddies,  ship captains and even an air traffic controller. It will air in the U.S., Canada and Mexico. Lapiz has also sent Mario Lopez, Nick Jonas, Reese Witherspoon and Rosario Dawson down to Cabo San Lucas to Instagram photos from the peninsula showing the city back and better than ever. The “Unstoppable” campaign includes digital, TV spots, radio and out-of-home.

Tuenti – Argentina

tuenti-Quam, the prepaid mobile phone service aimed to youngsters, has renamed the social network Tuenti to Quam, aligning with Telefónica’s LatAm strategy.This change happens as Quam celebrates the first anniversary of its launch in Argentina under the leadership of Patricio Lobos.

Banco Hipotecario – Argentina

madre-Madre will not participate in Banco Hipotecario’s new agency selection process after nine years of successful campaigns.The agency that created campaigns that led to Banco Hipotecario to commercial and historical marketing results, declined the invitation to participate in the new selection of agencies because conditions are not given.

iab Argentina – Mobile Marketing Association

iab argentina-The Interactive Advertising Bureau of Argentina (IAB) and the Mobile Marketing Association (MMA), have  signed a collaboration agreement to work together with the aim of promoting the mobile ecosystem in the country.Through this partnership, both organizations will develop a strategy for 2015 that will include also the organization of training on marketing and mobile advertising, the formation of a Mobile Commission to work together the main issues related to the mobile industry in the country .


iab argentina-Interactivity, an online maketing agency founded by Gustavo Mames, has announced the acquisition of  TercerClick, the digital agency founded in 2007 by Sebastián Almada and Lalo Zanoni. With this incorporation, Interactivity adds a wide array of brands to its portfolio including (Clorox -Poett / Mistolín-, Sony Argentina, Fila Argentina, Gum Sunstar, Nevares, Umbro, Tryon and Centenario Tequila), Mondeléz (and its’ products like Tita, Rhodesia and alfajor Suchard), Fox, MTV, Discovery Networks and Nucleus, among others.

The social network allows users to interact and chat for free under the highest privacy, to the extent that it is not accessible from search engines like Google and posts cannot be seen by other friends’ contacts unless the user adds them to their list.

The Tuenti story

Created in 2006, the social network allows users to add only “real friends,” whose profiles are analyzed daily to verify the accuracy and legality of contents published.

“Tuenti is not for meeting new people – we add real friends. No one has 150 or 200 friends; there are other social networks for that purpose,” said Sebastián Muriel, Vice-President of Corporate Development for the company.

In fact, the social network owned by Telefónica is very zealous about keeping out noise, such as irrelevant information or advertisements which hamper the user experience, and all conversations on the site are SSL-encrypted.

Muriel explained that Tuenti’s mobile version serves as its home screen, which is how the idea for the social network came about.
“You can follow a conversation with your contacts on one device and then continue it on another, and the view does not change much since the data is stored in the cloud, unlike WhatsApp, where the account is linked to a single device and even photos or files sent remain on that one device,” he said.

When downloading Tuenti on a mobile device, people can be added according to the following two criteria:

– As “contacts” – chat and share content, without granting access to the user profile

– As “friends” – chat and share content, plus allow them to view your posts/content
Network monetization

Tuenti runs no advertising or marketing, nor is it indexed to search engines. The company does do business, only it’s done differently, explains Zaryn Dentzel, founder and CEO of the social network.

The site’s business model is based on the delivery of a 2.0 telecommunications package it operates with Telefónica, the Spanish concern that bought the startup in 2010 for 70 million euros.

“In Spain, we have a virtual operator (Tuenti Móvil) that offers voice over IP and data services in addition to the app, which is called Telco 2.0 and has been developed in partnership with Telefónica. The bet is that eventually, other countries will benefit from these services”, he said.

Tuenti generated revenues of 14 million euros in 2012, but does not yet have earnings projections for the Mexican market, since the idea is to grow with the support of Telefónica’s digital strategy, which will integrate the social network into their service plans.
“The challenge is to show that we have a global product that works in several markets. For now, we want to grow and then think of monetizing it”, added Dentzel.

Tuenti in figures

– The social network is a hit in Europe, mainly in Spain
– Has 15 million registered users, with six million on the app, and gets 40 billion page views per month
– 500 million chat messages a week
– Available in 12 languages in beta versions
– Has Blackberry, iOS, Windows Phone, Firefox OS, and Android versions, with the latter also offering VoIP call functions

Translated by Candice Carmel

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