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.
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::: VoixStar Telecom ::: Visa ::: Bacardi ::: Etihad Airways ::: Ford ::: Heinz :::
- VoixStar Telecom / Global
VoixStar Telecom is set to start operations by this coming summer, with headquarters in Florida and operations in 2 other countries.With full mobile service, VoixStar will be a 360 Solutions Telecom, offering mobile, VOIP services, no PIN prepaid long distance and reloads or top-up for any mobile company in the world.VoixStar will start operations in a MVNE, offering full mobile LTE service in the U.S and 4G in Mexico and Colombia.VoixStar Mexico is also set to start operations at the same time as the U.S. this coming summer. VoixStar appointed Israel Iturbide as President of VoixStar Mexico with headquarters in Mexico City.In Colombia, VoixStar is schedule to launch their operations in the city of Cali. www.voixstar.com
- Visa/ Global
Visa has begun a global media agency review for the first time in over seven years.Omnicom’s OMD retained its U.S. account and added more international business during the last review.
- Bacardi/ Global
Bacardi has announced that it is aligning all advertising, media and digital business for its major brands with BBDO Worldwide and OMD Worldwide, both part of the Omnicom Group.The business was previously divided between 700 agencies and has a total media spending of over US$175m, according to Ad Week. WPP, Leo Burnett, and McCann Erickson were some of the agencies that worked on the business.The Bacardi portfolio includes brands such as Bacardi Rum, Martini, Bombay Sapphire, Grey Goose, and William Lawson’s.BBDO will be responsible for creative and strategic development of all advertising for the main Bacardi brands. OMD will lead on the planning and buying across social, digital and media platforms.
- Etihad Airways/ Global
Etihad Airways is calling a review of its global media planning and buying account. The review is to cover Etihad Airways as well as its partner airlines, including Air Serbia, Airberlin and Alitalia, according to reports. MediaCom, the incumbent on the account, will be participating in the review. A decision is expected to be completed by the end of May. MediaCom has held the business since January 2012 and currently handles ATL media planning and buying for Etihad. DigitalLBi handles digital media strategy, search and affiliate marketing and will not be affected by the review.M&C Saatchi holds the creative account, which will also remain unaffected.
- Ford/ Mexico
Ford is plannng to invest US$2.5 billion to build new engines and transmissions in Mexico and will eventually hire an additional 3,800 workers in a move that underscores a movement of automotive investment south from Canada and the U.S. The company will invest: US$1.1 billion to build a new engine plant within its plant in Chihuahua, Mexico, to build new gasoline engines. US$200 million to expand its four-cylinder and diesel engine capacity at the Chihuahua plant and add 500 jobs. US $1.3 billion to build a new transmission plant within its plant in Guanajuato, Mexico, to build new transmissions and add 2,000 jobs there. Over the past 20 years, as Mexico’s automotive industry has matured, automakers have begun to favor the country’s lower labor costs, the high-quality cars they have been able to produce there, its free trade agreements and the robust transportation that makes it easy to export cars and trucks.
- Heinz/ Global
Heinz is launching a new reformulated Heinz mustard that the marketer plans to distribute widely. A new campaign by David, seeks to leverage the brand’s ketchup strength using the tagline “Ketchup’s Got a New Mustard.“The launch comes nearly two years after Heinz was acquired by 3G Capital and Berkshire Hathaway. Heinz last month announced a merger with Kraft Foods Group in a deal that was also orchestrated by 3G and Berkshire.WPP-owned David was founded in 2011 by Latin American Ogilvy execs. Cramer-Krasselt would remain the agency for Heinz ketchup.Measured media on Heinz-branded ketchup and condiments increased from US $2.3 million in 2013 to US $15.7 million in 2014, according to Kantar Media.The company declined to detail spending plans for the mustard launch, but said it would get significant support.
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