Panregional Accounts-Campaigns: Avis + Budget, Hyatt, Kraft Foods

Miami based DV Advertising has won the Avis + Budget Latin America account. The marketing is both inbound and outbound, meaning DV Advertising has been commissioned to promote Avis + Budget Latin American Services to U.S. audiences as well as Avis + Budget U.S. Services to Latin American audiences.

Another client DV Advertising works with is Hyatt Latin America (inbound). DV Advertising advertises Hyatt U.S. and Caribbean destinations to Latin American audiences.

Kraft Foods is to review its international media needs. The review comes as a knock on effect of the new strategy announced for the company’s growth at the start of the year, with a new corporate identity with the tagline of ‘make today delicious’. The review is going to see Kraft Foods approach each market individually, firstly with the European markets and the UK. The UK media business is presently handled by Starcom but the review will see many of Kraft’s European roster agencies, including Carat and Mindshare, challenge Starcom MediaVest for the account.

Sony Latin America has unveiled three new multi-platform campaigns created for Sony’s Cyber-shot and Handycam products in Latin America, including television, interactive, print, out-of-home and point-of-sale.  The cyber-shot campaign “What Triggers Your Smile Shutter?” is the theme of the campaign created by La Comunidad. The campaign includes TV, print ads, out-of-home and point-of-sale and a micro site (www.sony-latin.com/quedisparatusonrisa) where consumers can upload their user-generated content.

The Sony TV commercial “Barco” produced by Sony Latin America’s regional creative agency La Comunidad, received the award at the 2009 FIAP conference held May 5-8, 2009, in Buenos Aires, Argentina. Two unique interactive and print communications campaigns have been created to communicate Sony’s new line of Full HD and Flash Handycam video cameras.

“We are confident that these creative campaigns will further promote Sony’s Digital Imaging products across Latin America” said Takashi Ashida, marketing communications director of Sony Latin America. “We’re proud of the work we did for Sony, particularly because of the number of interactive elements used to communicate all of the products’ many features.” said Antoinette Zel, president of La Comunidad.


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