SALES LEADS LATAM: Diageo, Holiday Inn, Back Forty Beer Co…
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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Diageo, owner of brands like Smirnoff, has decided to retain Dentsu Aegis Networks’ Carat in North America (including in the U.S.), Europe, Latin America and Southeast Asia, WPP’s Mindshare in India and South Africa, and Publicis Media’s Mediavest in Australia. The brand concluded a global review of its US$2.3bn that began last May.Diageo spent US$105 million on measured media in the U.S. last year, down from US$147 million in 2014, according to Kantar Media. The firm indicated that its advertising remained focused on Cîroc, Crown Royal, Smirnoff, Captain Morgan, and Johnnie Walker and increased on Don Julio and Bulleit.
- The Story Room
Antoinette Zel and Diego Prusky have joined to create The Story Room, a new digital, content and performance marketing company specializing in the US Hispanic and Latin American markets.The Story Room will leverage Zel’s unique experience heading content-centric media businesses and Prusky’s digital expertise into a one-stop shop of digital services for brands targeting 700 million US Hispanic and Latin American online audiences.Clients roster includes BBC Worldwide Latin America, Scripps Interactive/Food Network Latin America, Mattel / Barbie & American Girl, Sony Music, NBC Universal, Syfy, E! Entertainment Latino, Anheuser-Busch Presidente, Los Tigres del Norte, Marc Anthony, Gente de Zona and Marco Antonio Solis.Based in Miami, The Story Room has a staff of 50 employees across offices also in Mexico City, Buenos Aires and Montevideo.
- Holiday Inn
InterContinental Hotels Group is opening the 108-room Holiday Inn Express Mexico Toreo hotel, located in Naucalpan in greater Mexico City’s north-western area.This hotel opens following an investment made by its franchisee of more than US $2 million dollars.The Holiday Inn Express Mexico Toreo hotel provides easy access to great tourist attractions such as Inbursa Aquarium, Soumaya museum, Chapultepec Park or Auditorio Nacional.
- Back Forty Beer Co
Latin America is the latest target for Alabama trade leaders seeking growth markets for state businesses.Representatives of a dozen companies are participating in a trade mission this week that started Sunday in Mexico and continues Wednesday in Chile. For Gadsden’s Back Forty Beer Co., the trade mission is an opportunity to expand a new focus on international sales.Back Forty, regarded as one of the pioneers of craft beer in Alabama, is currently exporting several of its beer varieties — including Naked Pig, Truck Stop Honey and Freckle Belly – to China and Canada. The company is expanding its global effort in Mexico, the No. 3 market for Alabama exports, and Chile. In 2015, state exports to the country were valued at US$95 million, and this year’s numbers are outpacing last year’s by 21 percent.Along with Back Forty, other Alabama companies participating in the trade mission include Alabama Roll Products Inc., The Dixie Group Inc., Giles & Kendall Inc., Induron Coatings LLC, Knox Kershaw Inc., Process Barron, RMCI Inc., SEPCO, Smarter Services LLC and Warren Manufacturing.
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