Panregional Sales Leads: Tampico, Vodafone-OMD, Porsche, Starwood Hotels, Akzo-Nobel
Tampico Beverages, a global refrigerated juice drink brand has launched its first global multi-media campaign to spotlight its new packaging and variety of flavors. The “Irresistible” campaign will launch through multiple media outlets including print, radio and television spots, out-of-home advertising including buses and billboards, point-of-purchase, and consumer promotions.
The campaign rolled out in most markets this month, and had already been launched in India, Kosovo, Trinidad, Barbados, and Jamaica, as well as in Tijuana and Monterrey, Mexico.
"Our beverages are distributed in more than 50 countries around the world," said Raja Grar-Augustin, Senior Director of Global Marketing at Tampico Beverages. "Since the taste of Tampico translates across geographical boundaries, we wanted to develop a campaign that does the same. Irresistible has been our brand promise since Tampico was founded and reflects why our juices have become so popular around the world. Our strategy was to customize a message that appealed to kids, young adults and moms on a local level while preserving the key brand elements that have made Tampico into the brand it is today," says Grar-Augustin.
"This campaign illustrates how a global brand that has unique and distinct consumer segments can deliver a unified message across a wide array of diverse markets," said Pablo Acosta, co-founder and creative director at PACO Communications, the Chicago-based multicultural marketing agency that created the campaign.
To maintain brand consistency while embracing the unique tastes of each of its geographic markets, Tampico localized and customized brand elements to each country while retaining the Irresistible tagline across all languages and countries. For instance, in Haiti, radio spots were translated into Creole.
Vodafone appointed OMD to handle its $1.8 billion Global Media Planning and Buying Account. The appointment follows a final head-to-head pitch for the business against WPP’s Team Vodafone unit. OMD's appointment covers all global markets where Vodafone is a wholly-owned business.
- Porsche: Latin American Demand Grows
Porsche has presold the Panamera in the Dominican Republic ahead of its Latin America launch this month, but expects the Cayenne to continue being the best-selling model in the region.
Matthias Brück, Porsche's new president and managing director for Latin America, told Latin Business Chronicle that Brazil and Chile are starting to see increased demand and Colombia is expected to become a key market. In the fiscal year that ended in July, Porsche sold a total of 2,115 cars in Latin America, a 22 percent decline from the previous fiscal year. However, that still ended up being relatively impressive on a global scale. ”As a region we still performed relatively good [and] better than worldwide average,” Brück says. Key markets like Brazil and Chile are both seeing increased demand again. “We see [increased] demand from our importer to us [in Brazil],” Brück added.
- Starwood Hotels
Starwood Hotels & Resorts Worldwide, one of the world's biggest hotel companies, is on the hunt for a direct marketing network to handle its global CRM business.
Starwood Hotels, the owner of hotel chains including the Sheraton, Le Méridien, St Regis and Westin Hotels & Resorts, has approached agencies directly with an initial request for information. Starwood is looking for an agency to handle its "Starchoice" loyalty program, which rewards travel arrangers such as administrative assistants and secretaries for booking their company's travel arrangements through one of Starwood's hotel brands. The program is currently handled in-house.
The loyalty program works in conjunction with the hotel group's existing "Starwood Preferred Guest" hotel reward scheme, which gives personal customers the opportunity to redeem rewards for checking in to Starwood-owned hotels.
The hotel group works with Razorfish on the majority of its marketing activity.
- Akzo Nobel
AkzoNobel, the owner of brands including Dulux and Crown, has kicked off a global advertising review in a move to consolidate its $150 million advertising budget for its paints brands into a single agency. AkzoNobel stable of decorative paint brands includes Glidden, Hammerite, Crown and ICI Paints, which includes the iconic Dulux brand.
Oystercatchers, the intermediary handling the review, is approaching both roster and non-roster agencies to compete for the business with a decision on a winning agency expected by November.
Kerris Bright, AkzoNobel's chief marketing officer for decorative paints, is overseeing the review, and is understood to be seeking a single agency with a global presence that can demonstrate an understanding of how its global brands can be brought together and promoted through campaigns in local markets.
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