Sales Leads Panregional: Bayer, Kellogg, Avon, Skype…
In the midst of re-evaluating its roster of creative agencies, pharma giant Bayer has begun a review of media-buying duties in several major markets across the globe, executives familiar with the matter said.
Bayer's media-buying assignments in several global markets -- including Spain and Brazil -which are handled by a host of local agency players, are expected to be up for review.
Bayer is a massive advertiser. In its 2008 annual report it claims nearly $4 billion in marketing expenses. Domestically, Bayer was ranked 47th on Ad Age's list of top 100 national advertisers in June. Overall the company spent $840 million last year on marketing in the U.S. alone with $442 million spent in measured media, according to TNS, and an estimated $387 million on unmeasured media.
Kellogg has moved the majority of its global advertising business out of JWT and into Leo Burnett, the Paris-based Publicis Groupe SA agency. Leo Burnett will now be responsible for all the brand's advertising in Europe, North America, and Latin America.
"Kellogg will consolidate North American, European and Latin American brand-building support with Leo Burnett," Kellogg spokesman Kris Charles said. The company said the move was designed to improve effectiveness and efficiency in its agency partnerships. JWT has held Kellogg's European and Latin American accounts for many years.
Havas Media just won the global Kia-Hyunday account. For the U.S, including the U.S. Hispanic market Kia-Hyundai will continue to be handled by Initiative Media. However for most Latin American markets the account will be now managed by MPG International (Havas Media). Read more here.
Avon said that Latin America is its top beauty-market opportunity, because people in Latin America spend a relatively high proportion of their discretionary income on beauty products, The Walll Street Journal reports. Avon Products Inc.'s work to build its brand, innovations and number of active sales representatives in recent years has worked, Chief Executive Andrea Jung said and it's a strategy the company plans to continue. Jung made the comments at an investor presentation that followed the beauty-product company's release of its third-quarter earnings. Jung said Avon is laying the roadmap for sustainable market-share expansion and earnings growth in 2010 and beyond.
Newlink Communications announced it was selected by Skype to handle and support their public relations and communications strategy initiatives in Latin America and the U.S. Hispanic market. In Brazil, Smart, is responsible for PR activities.
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