A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.
- Xoom – Latin America – US Hispanics
Xoom , a digital money transfer provider, has introduced two new television commercials for the Latin American market as a part of the “Better Way” campaign launched in 2011. “No Hablo Espanol” and “Roulette” are the latest television ads from Xoom targeting the Spanish-language audience also in US Hispanic market. The commercials are running on major Spanish-language television through the end of the year.
During the 12 month period ended September 30, 2013, Xoom’s more than 997,000 active customers sent more than $5.1 billion to family and friends in 30 countries. The company is headquartered in San Francisco.
- Barkley – Global
Barkley was named agency of record for Spirit Airlines, following a review managed by Ark Advisors, New York. The agency will handle brand strategy, advertising, digital media, public relations, point-of-sale and media planning and buying. New work is slated to launch in early 2014. The airline operates 250 daily flights to more than 50 destinations in the U.S., Latin America and the Caribbean. Spirit Airlines spent $1.3 million in measured media in 2012, according to Kantar Media and roughly $225,000 between January and June of 2013.
- Clinique – Global
Clinique consolidated its global digital account with 360i, following a review. The agency will also be working with the brand to create relevant content for particular markets and to clearly define the role of the brand’s online channels. The agency will produce creative content for Clinique’s owned and operated global digital channels across North America, Latin America, Europe, Asia Pacific, Middle East and Africa. “Clinique is a brand that has incredible brand equity and loved by millions of women and men around the world,” said Sarah Hofstetter, US CEO of 360i. “The brand has a long heritage of innovation in communications through unique storytelling and iconic advertising. Clinique’s leadership team has made a commitment to creating engaging content with a voice that stands out in an increasingly cluttered environment.” Clinique spent $135 million in measured media in 2012 and $60 million between January and June of 2013, according to Kantar Media.
- Chivas Regal – AnalogFolk – Global
AnalogFolk has won the digital creative global account and social media management of Scotch whiskyChivas Regal. The agency’s London office will lead on the account, with support from the AnalogFolk’s offices in the US and Australia. The agency already works with other Pernod Ricard brands such as Malibu and Kahlua. Evolution Bureau was the incumbent global digital agency and won the account in 2012.
Havas Worldwide handles Chivas Regal’s advertising and will work with AnalogFolk on integrated projects, as will Ketchum, the brand’s PR agency.
Pernod Ricard has recently launched a campaign for Latin audiences with the band Mana.
- Hyatt Hotels – Latin America
Hyatt Hotels Corporation has launched its Hyatt Ziva and Hyatt Zilara all inclusive resort brands and unveiled the brand logos and signature elements in Latin America. The first two resorts to debut under the Hyatt Ziva and Hyatt Zilara brands are owned and managed by Playa Hotels and Resorts. Hyatt Ziva Los Cabos and Hyatt Zilara Cancun are launching this month and both will undergo multimillion dollar renovations in 2014. The next resort in the portfolio, Hyatt Ziva Rose Hall in Jamaica, is currently undergoing an extensive renovation and will open in late 2014.
- Topshop – Global
Topshop has launched a Christmas campaign on Pinterest. The campaign enables customers to pull together Topshop items across the brand’s platforms, to include both stores and online. The top-pinned products will be showcased on Topshop’s homepage every day. This is the first global Pinterest campaign entitled “Dear Topshop”.
Global head of marketing and communications at Topshop, Sheena Sauvaire, said, “This holiday season, our aim was to showcase key products and to facilitate the gifting process. Pinterest, being a strong visual platform, was the ideal platform as it allows our customers to collect products and inspirations to share with family and friends. Add the physical component, and we are creating true ‘social shopping’ during the festive period.”
