SALES LEADS LATAM: Western Union, Mars, Hilton…
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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- Western Union
Money transfer service Western Union has appointed MullenLowe Mediahub to be its global media agency of record in a consolidated £250m account following a review that started back in May. MullenLowe Profero has been Western Union’s global digital media agency since 2006.MullenLowe Mediahub has created Team Union to serve the account, which will be based in London with 16 regional hubs across the Africa, Asia, Europe, the Middle East, and the Americas and local media buying in other countries.Western Union has reported advertising costs of US$166.3 million in 2015. In the U.S., it spent around US$20 million on measured media last year, according to Kantar Media.
Mars has kicked off a media buying review in the U.K., China, India, Germany, Australia, New Zealand, Japan and Southeast Asia.Mars consolidated its global planning business with WPP's MediaCom in December 2014. Neither the U.S. nor LatAm will be affected by the review. The company owns brands including M&M's, Snickers, Twix, Dolmio, Uncle Ben's and Pedigree, splits out its media planning and buying operations.
Hilton has outlined its plans to drive expansion in Latin America. Based on Hilton’s second quarter 2016 results and for the 12 months ended June 30, Hilton has opened approximately 20 new hotels in Latin America and has signed nearly 30 deals. Hilton now has more than 16,000 rooms trading across a portfolio of more than 90 hotels and resorts in Latin America. Additional hotels are expected to open by the end of this year in Colombia, Honduras, Mexico and Peru.Hilton maintains a strong pipeline of more than 50 projects and more than 7,750 rooms across Argentina, Belize, Chile, Colombia, Costa Rica, Ecuador, Honduras, Mexico, Panama, Paraguay, Peru and Uruguay. Hilton’s current portfolio in Latin America includes 10 brands, while its expansion plans in the region span seven of the company’s existing brands: Conrad Hotels & Resorts, Curio – A Collection by Hilton, Hilton Hotels & Resorts, DoubleTree by Hilton, Homewood Suites by Hilton, Hilton Garden Inn and Hampton by Hilton, with approximately 70% of the projects driven by focused-service brands.
- Infinity Media FCB
Agency FCB Buenos Aires has announced the launch of its’ new media unit Infinity Media FCB, which will be led by Daniel Bloise. The agency will work aligned with those customers who require their services, providing expertise for brands that look for solidity and innovation in this area.
- MullenLowe Profero
As part of its expansion in Latin America, MullenLowe Profero will open an office in Colombia. The company will start operating from October. The agency has chosen Colombia as the second Latin-American country to open an office, following Brazil. The new unit will provide processes, methodologies and unique tools, accompanied by a know-how that contributes to the further growth of its’ business in Colombia. MullenLowe Profero is Mullen Lowe Group’s global digital marketing agency, which operates 15 offices worldwide and has more than 750 employees. The division works for brands like Unilever, Primark, Virgin Trains, Peninsula Hotels and Western Union, among others.
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