Telefónica otorga a Starcom MediaVest su cuenta para Latinoamérica

Telefónica de España, la operadora de telefonía fija y móvil española con importante presencia en Latinoamérica y Europa, acaba de otorgar su cuenta de gestión de medios en Latinoamérica a Starcom Media Vest. Según ha podido saber Portada, Starcom Media Vest se encargara de la compra y planificación de medios en los 14 países latinoamericanos en los que opera Telefónica.

La gestión abarca tanto la compra en cada país como la compra panregional de publicidad en medios.

El valor, o flujo de compra de publicidad, que genera la cuenta de Telefónica supera los 280 millones de dólares anuales. Telefónica es, junto con Procter & Gamble y Unilever la empresa que mayor inversión publicitaria coloca en Latinoamérica. El mayor volumen de publicidad corresponderá a la compra de publicidad en medios locales por agencias Starcom localizadas en los distintos países latinoamericanos. Portada estima que el volumen de compra panregional (centralizada y orientada a dos o más países latinoamericanos) supondrá aproximadamente un 10% del total.


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Editorial Staff

Portada Staff

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