Activaciones y Mercadeo

What Activaciones y Mercadeo does

Activaciones y Mercadeo, S.A. (commercial brand: Activame) is a privately-held BTL marketing and experiential agency founded in 2008 and headquartered in Villa Lucre, Panama City, with a secondary office at Plaza Conquistador. The firm has operated for over 18 years in the Panamanian market and is led by Nanin Rivera as Gerente General / Directora General. Its offering is organized into six integrated service lines: Activaciones BTL (core brand activation campaigns across malls, outdoor, point-of-sale, fairs, door-to-door, and roadshows), Eventos y Lanzamientos (corporate events, conventions, product launches), Ferias (trade show stand design and on-site management), Azafatas y Edecanes (hostess, model, and usher staffing), Degustaciones e Impulso (product demonstration, tasting, and impulse sales campaigns), and Mercadeo e Inteligencia Comercial (trade marketing intelligence, field planning, and KPI reporting).

The company's underlying operational technology centers on a field-management platform that geolocates trade marketing personnel, tracks execution at points of sale, monitors brand KPIs, and delivers activation reports to clients. This technology underpins the company's ability to serve large CPG and corporate accounts with measurable execution. The client base includes enterprise brands such as Nestlé, Alimentos Melo, Soda Bahía, Petróleos Delta, Mobil Super Moto, Brother, Feduro, Prolacsa, La Marca, and Grand Bay, spanning food and beverage, energy/lubricants, electronics, retail, and hospitality.

The business model is project-based professional services with quote-based, non-publicly-disclosed pricing. Go-to-market is direct enterprise sales conducted through the company's website, proposal-request forms, WhatsApp Business, and Instagram (@activame). There is no reseller or distributor channel, no public funding history, no parent company, and no disclosed institutional ownership. The firm serves primarily the Panamanian market with limited international opportunistic work.

Name

Activaciones y Mercadeo

Legal name

Activaciones y Mercadeo, S.A.

Website

https://activacionesymercadeo.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Activaciones y Mercadeo is a privately-held Panamanian BTL marketing agency offering brand activations, events, trade fairs, promotional staffing, product tastings, and trade marketing services to enterprise CPG and corporate clients across Panama.

Ownership category

akta.pro rank

Product category

Brand Activation Services

NAICS

Advertising Agencies (54181), Convention and Trade Show Organizers (56192)

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Field Sales & Brand Ambassador Programs (MPAAAJAG)

akta.pro secondary industries

Trade Shows & Exhibitions (Booths, Show Management) (BPAFAGAD), Retail Merchandising Execution & Field Marketing Services (CRAOAOAB), Brand Ambassadors & Promotional Event Staff (HSACAEAE), Merchandising Services (Field Merchandising, Audits, Compliance) (MPAAAJAF)

Keywords

• Brand activation services
• Trade marketing services
• Event management
• Promotional staffing
• Experiential marketing

Headquarters

HQ city

Panama City

HQ country

Panama

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. BTL Activations and Brand Experiences: Project-based fees for creating brand activation campaigns including in-store experiences, sampling, and consumer engagement activities at various touchpoints.
2. Events and Conventions: Fees for organizing corporate events, conventions, product launches, exhibitions, and congress support including logistics, catering, audiovisual, and staffing.
3. Trade Marketing Services: Marketing intelligence and trade planning services with field staff management, KPI tracking, and reporting.
4. Promotional Staffing (Azafatas/Degustadores): Provision of hostesses, models, promoters, and product demonstrators for client activations.
5. Fair and Exhibition Management: Stand design, production, setup, and full management of presence at trade fairs and exhibitions.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Activaciones y Mercadeo (operating as Activame) is a Panama-based BTL (below-the-line) marketing agency that designs, organizes, and executes brand activation campaigns, corporate events and product launches, trade fair/exhibition presence, promotional staffing (hostesses, models, promoters), product tasting and impulse-selling campaigns, and trade marketing intelligence services. The agency offers end-to-end execution from creative concept development and materials production through on-site field supervision and KPI-based reporting for corporate clients within and outside Panama.

Product overview

Activaciones y Mercadeo (operates as Activame) is a BTL marketing agency based in Panama with 18+ years of experience. Its portfolio consists of six service-line products offered as a unified integrated offering: Activaciones BTL (core brand activation campaigns), Eventos y Lanzamientos (corporate events and product launches), Ferias (trade show management), Azafatas y Edecanes (hostess/model staffing), Degustaciones e Impulso (sales promotion and product tasting campaigns), and Mercadeo e Inteligencia Comercial (trade marketing intelligence and field planning). These services are designed to work together as a full-service below-the-line marketing solution, from creative concept through execution and reporting, targeting brands seeking direct consumer engagement at point-of-sale, events, and fairs.

Differentiator

Problem solved

Functional benefit

Products and services

• Activaciones BTL Core BTL brand activation service involving campaign concept development, materials production, field supervision, and performance reporting across shopping malls, outdoor locations, point-of-sale, fairs, events, door-to-door, and roadshows. Designed for corporate brands seeking direct consumer engagement.
• Eventos y Lanzamientos Event organization and product launch services including conventions, expos, wine fests, staff coordination, security, bartenders, logistics, catering, audiovisual, lighting, and protocol support for corporate clients.
• Ferias Trade show and exhibition management covering creative concept design, materials production (stands, visuals, interactive experiences), full-scope supervision from planning through on-site execution, and engagement strategies to maximize brand visibility and business opportunities.
• Azafatas y Edecanes Hostess, model, and usher staffing service providing male and female talent for client service, photography, events, trade shows, inaugurations, launches, brand ambassadors, flyer distribution, and sports events, with custom uniform design and national coverage.
• Degustaciones e Impulso Sales promotion, impulse selling, demonstration, and product tasting campaigns coordinated with field supervisors, KPI monitoring, and reporting, covering supermarkets, department stores, pharmacies, traditional trade, mass events, restaurants, and bars.
• Mercadeo e Inteligencia Comercial Marketing intelligence and trade planning services including field staff geolocation, performance measurement, KPI tracking, and in-house design and production of event and brand activation materials.

Quantifiable outcome

• Measurable results through KPI tracking and activation reports
• +1 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Sparks: Havas-owned global experiential and brand engagement agency. Directly comparable in delivering trade shows, brand experiences, and promotional activations for major consumer brands.
• Jack Morton Worldwide: Global brand experience agency (part of IPG) specializing in events, activations, and experiential marketing. Directly comparable in the brand activation and event management service lines that anchor Activaciones y Mercadeo's portfolio.
• Momentum Worldwide: IPG-owned global brand experience agency operating across experiential, BTL, and shopper marketing. Comparable in offering brand activations, events, and field marketing services to enterprise brand owners worldwide.
• MKG: Independent experiential marketing agency delivering brand experiences, events, and activations. Comparable in core BTL activation and event management offerings for brand clients.
• Geometry Global: WPP-owned global experiential and BTL activation agency with deep LATAM presence. Closest direct comparable in terms of BTL, shopper marketing, and brand activation services delivered to multinational CPG and consumer brand clients.
• George P. Johnson Experience Marketing: Global experience marketing agency with strong events and activations practice. Comparable in trade show management, corporate event execution, and brand experience services to enterprise clients.

Broad incumbents

• Ogilvy: WPP-owned global advertising network with BTL, activations, and brand experience practices across LATAM. Competes broadly in the same enterprise client RFPs for integrated campaign execution.
• Leo Burnett: Global advertising network (Publicis) with extensive LATAM operations including BTL, activations, and shopper marketing capabilities that overlap with Activaciones y Mercadeo's service portfolio.
• BBDO Worldwide: Global advertising network (Omnicom) with BTL, activation, and experiential marketing capabilities across LATAM. Operates broadly across creative and activation services rather than specializing purely in BTL.
• Publicis Groupe: Global advertising holding company with dedicated experiential, shopper marketing, and BTL activation practices (Publicis Experience, Arc, Leo Burnett activations) across LATAM including Panama presence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/activame
• Xx.com/activamepanama
• Facebookfacebook.com/ActivacionesYMercadeo
• LinkedInlinkedin.com/company/activaciones-y-mercadeo-activame-

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Activaciones y Mercadeo