SALES LEADS LATAM: PSA Group, Fallabella, Ryanair….
A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.
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- PSA Group
PSA Group, the second largest car manufacturer in Europe and owner of Peugeot and Citroen, has appointed WPP"s MediaCom to handle global media duties.PSA Group spends aaround US$1 billion annually on ads.
WPP announced the launch of Swim, a new media agency that will handle Falabella's account in Chile. The unit will be led by two GroupM Spain senior executives. Eduardo González de Pedro has left his position as director of negotiation to become CEO of Swim, while Álvaro Núñez, until now general director the Spanish agency, will be Head of Trading. The new firm, based in Santiago de Chile, is currently starting its teams. Falabella plans to invest US$4 million to expand its business premises and shopping centers by 2020.
- Ryanair- Flybondi
Former Ryanair Holdings PLC chief operating officer Michael Cawley alongside former Wizz Air Holdings Plc executive Michael Powell and other investors from Argentina, Europe and Asia, have invested US$75 million into low cost airline Flybondi, in a financing led by Cartesian Capital Group LLC. The opportunity is not just in Argentina, but to the entire region, as evidenced by the arrival of eight discount carriers, including Viva Air Peru -- backed by Ryanair co-founder Declan Ryan -- and JetSMART in Chile. Flybondi obtained the right to operate 85 routes in South America’s second-largest country and expects to start with 12 this year.Flybondi expects passengers in Argentina to quadruple to up to 80 million in 10 years. Neighboring Brazil saw its air travel more than triple in 13 years after loosening fare restrictions. In Mexico, the number of travelers soared 60 percent in 11 years after low cost carriers moved in. Latam Airlines, the region’s largest carrier by market value, is the most exposed to the entry of the new players, according to Banchile-Citi. About 42 percent of its revenue comes from Latin America, excluding Brazil, according to data compiled by Bloomberg.
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Made Media, the media buying and management department of agency Made, has been chosen by Ubisoft, the developer and distributor of French origin video games, to handle digital media buying in Mexico, Chile, Argentina and Colombia. Made Media started Operations a little over a year, led by Gabriel López-Bago and Victor Job. Clients include Mitsubishi Dealers, Dormimundo and Fiat Chrysler Distributors, among others.
- Enterprise Holdings Inc.
Enterprise Holdings Inc. is expanding two loyalty programs – Enterprise Plus, through the Enterprise Rent-A-Car brand, and Emerald Club, through the National Car Rental brand for travelers to the Caribbean and Latin America. Both programs allow members to earn rewards and free rental days at locations in Colombia, Honduras, Jamaica, Peru and Suriname. Enterprise Plus members can also enjoy benefits in Turks and Caicos. The Enterprise Rent-A-Car and National Car Rental brands are owned by Enterprise Holdings Inc. Today, Enterprise Holdings operates in more than 90 countries, including 30 in Latin America.The expansion of Enterprise Plus follows its introduction in eight Latin American and Caribbean countries earlier this year. The expansion of National’s Emerald Club is a first for the region since the additions of Argentina and Paraguay in 2016.
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