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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.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

Interpublic Group – Millennial Media ::: Epura – BBDO México ::: ICBC Argentina – Starcom ::: Oddka – Room23 :::

Interpublic Group – Global 

ipg-Interpublic Group and Millennial Media, an independent company that operates a mobile advertising platform, have announced a 1-year worldwide strategic alliance, which includes all digital, marketing, creative services and media agencies .

Cadreon, the automated buying central platform of IPG Mediabrands, will be integrated into Millennial Media’s programmatic offering.

Epura – México

BBDO-BBDO has won Epura account, following a competitive pitch. From now on, the company will be responsible for the communication strategy of the brand that is part of GEPP Group, which also owns Pepsi.

To handle the account the agency has grouped a team led by Leticia Garcia in the customer service group; Ricardo Lopez, account supervisor and Marco Davila, in strategic planning. Creativity will be led by Luis Ribó, Creative VP, Ariel Soto, group Creative Director.

ICBC – Argentina

icbc-Following an agency pitch, ICBC bank in Argentina has chosen Starcom to handle media. ICBC Argentina was born in 2012, after from the merger of Standard Bank Group with ICBC.

The pitch, which lasted several months, brought together leading media agencies.

 

Oddka– Argentina

vodka-Pernod Ricard has released Oddka, the new line of Polish vodka brand Wyborowa, including a classic vodka and three varieties: Electricity, Apple Pie and Twisted Melon.

Agency Room23 was chosen for the strategic management of social networks of this new brand, which seeks to convey its essence on Facebook, Twitter and Instagram.

Accentmarketing and its agency partners (Campbell Ewald and Global Hue) have won the U.S. Navy's advertising and marketing communications assignment for a third term.

“Accentmarketing's responsibilities for the U.S. Navy business will include buying and planning media. All types of media will be considered including digital”, says Accentmarketing’s Claudia Miani.

As Hispanics continue to increasingly engage with interactive media the partnership has been integrating the Navy across the digital landscape with online properties including videos, content and links to Navy-owned social media sites, for the past eight years. This digital platform has increased traffic to ElNavy.com, the Hispanic-targeted bilingual military website”.

For the African American and Asian American markets GlobalHue was selected by the U.S. Navy as part of a three-agency team to manage the organization's multicultural marketing and advertising campaign initiatives. The contract awarded to agency team leader Campbell-Ewald, who handles general market initiatives, was announced this week includes strategic planning, creative services and marketing communication efforts.

Other Accounts
Accentmarketing is also responsible for planning and buying media for Farmers Insurance, Brown Forman (Jack Daniels, Jimador), American Heart Association and Alltel Wireless.

Changes at Interpublic Groups’ Hispanic Agencies?
Asked whether and how the creation of Mediabrands Hispanic Group is affecting Interpublic Group Hispanic agencies such as Accentmarketing, Claudia Miani said the following: “Regarding the new formation of Mediabrands. Its formation has no effect on our clients and media work.”

This week, Portada reported that Joi Tyrrell was recently named the new SVP Director of Strategy atMediaabrands Worldwide in New York City (owned by the Interpublic Group). Tyrell has been promoted to her new position after working as Multicultural Media Expert at Initiative, another Interpublic Group Agency. Tyrell will work with both general market and Hispanic market Interpublic Group accounts in order to create efficient multicultural marketing campaigns. She is part of the group that Rick Marroquin, the head of Media Brands’ new Hispanic unit, is creating. New executives of this group will be added soon. To read a recent interview with Rick Marroquin, click here.

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.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

For prior Sales Leads LatAm editions, click here. 

  • Revlon

Interpublic´s Initiative has won Revlon‘s global media account following a review, according to people familiar with the matter.Revlon reported US$550 million in global advertising spending last year, including some non-media expenses like agency fees, talent fees, production costs and promotional displays.Mediacom was the global incumbent since 2017 and US incumbent for seven years.

 

 

 

  • The Fiat Chrysler Group (FCA)

Fiat Chrysler is planning to invest close to US $ 3.7 Billion in Latin America until 2022, in one of the largest investment plans in the company’s product in the region in recent years. The president of the company for Latin America, Antonio Filosa, told reporters that the group expects to increase sales in the region of 700,000 vehicles this year to 1 million in 2022, with the plan that will focus on the Fiat, Jeep and RAM brands, at a time when rivals such as General Motors, PSA, Honda and Toyota are renewing product lines in Brazil, the largest market in the region. Antonio Filosa, Chief Operating Officer of the Latin America (LATAM) region, said that the FCA has the capacity to produce 1.25 million vehicles a year in Latin America, of which about one million are manufactured in Brazil, where the company has two vehicle factories, one in Betim (MG) and another in Goiana (PE).The value that will be invested in Latin America until 2022, which is part of a global package of US $52.4 billion, 90% should be applied in Brazil, said Filosa. Daniel Avina, Marketing Manager for Chrysler/Jeep Brands at FCA Fiat Chrysler Automobiles is a member of our Brand Star Committee.

  • JW Marriott

Ithaca Capital announced that the iconic Bahia Grand Panama Hotel in Panama City, housed in the tallest building in Panama and Central America, is set to become a JW Marriott® hotel.The hotel, which originally opened in 2011, has been operating as an independent property since March 2018. Ithaca Capital, Hotel ToC and Marriott International signed agreements to rebrand the hotel as a JW Marriott, under a long-term management contract with Marriott International.JW Marriott is part of Marriott International’s luxury portfolio. Today, there are more than 80 JW Marriott hotels in over 25 countries and territories.

 

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

  • AccorHotels & sbe 

AccorHotels and sbe Entertainment Group (“sbe”) have signed a Letter of Intent and entered into exclusive negotiations for AccorHotels to acquire a 50% stake in sbe. AccorHotels will acquire the 50% of sbe’s common equity held in part by Cain International for US$125 million. Sam Nazarian will continue to own the remaining 50% of sbe. In addition, AccorHotels will invest US$194 million in a new preferred debt instrument that will be used to redeem all existing preferred units, also held in part by Cain International. AccorHotels’ total investment in sbe will be US$319 million.Through this investment, sbe will accelerate its international growth with expansion into new markets outside of the US, including priority growth markets in the Middle East and Latin America. sbe’s pipeline includes projects in some of the most important global gateway cities such as Atlanta, Chicago, Washington D.C., Dubai, Rio de Janeiro, Mexico City, Cancun, Tokyo and Los Cabos.By the end of 2018 sbe will operate 25 hotels, comprising 7,498 keys with a majority in North America, 170 award winning restaurants and entertainment venues in global destinations as well as new properties in the Middle East, Asia and Latin America. The transaction is subject to regulatory approvals. It should be completed by July 31, 2018.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Daniela Landa at daniela@portada-online.com.

  •  The LEGO Group

IPG Mediabrands’ Initiative has been awarded The LEGO Group global media duties following a pitch process.Publicis Groupe’s Starcom was the U.S. incumbent since 2004.The toy marketer spent around US$85 million in the U.S. (its biggest market) on ads last year, according to Kantar Media.

 

 

 

 

  • Adidas

Multinational sportswear manufacturer Adidas is conducting a global media agency review, according to sources. Dentsu Aegis’ Carat is the incumbent in the U.S. The brand spends about US$300 million annually on ads worldwide, per an estimate by CampaignCarat is expected to defend its assignment.

 

 

 

 

  • MetLife

MetLife has selected MediaCom as its new U.S. media agency of record after a six-month review. MediaCom will lead media planning and buying for all of MetLife’s businesses in the U.S., including Retirement & Income Solutions, Property & Casualty and Group Benefits, the largest provider of non-medical benefits in the country. MediaCom will start buying duties as of January 1st, 2018, as incumbents MEC and Merkle transition off the business.

 

 

 

 

NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision-makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!

  • Vallarta Supermarkets

Vallarta Supermarkets, one of the nation’s largest Hispanic supermarket chains has announced the grand opening of its 50th store located in Pasadena, California.  The new supermarket, located at the Renaissance Plaza Shopping Center on the southwest corner of North Fair Oaks Avenue and Orange Grove Boulevard was previously occupied by a Vons Supermarket. The totally remodeled 50,000 square-foot facility was built with an investment of US$8 million, and will maintain the services of a Wells Fargo bank branch as well as a pharmacy.With the opening of its new store in Pasadena, Vallarta Supermarkets has launched into a new multicultural market with the creation of a new design style of its stores and new offerings in the food and beverage shopping experience. The store will also improve the quality of life for local residents with convenient one-stop shopping and access to traditional and healthy food options.To attract Pasadena clientele, Vallarta spared no effort in giving their store a new look. The opening of the Vallarta supermarket will not only provide new and varied options for buying groceries for Pasadena residents, but will have a positive economic impact in this area of the city with the creation of 330 local jobs.Vallarta Supermarkets has grown to a total of 50 stores throughout different counties in California (Los Angeles, Ventura, San Bernardino, Kern, San Diego, Santa Barbara, Tulare, Orange and Fresno). 

  • Maserati

Accenture Interactive has been appointed Fiat Chrysler’s Maserati global agency for its Maserati brand across the U.S., Asia, Europe and Latin America without a pitch, Ad Age first reported. Accenture will oversee Maserati brand and creative work, digital advertising, strategy and content production, campaign management and analytics. Accenture currently does some work for parent company Fiat Chrysler.The agency will focus on Maserati’s eight leading markets, which include the US, China, Germany, the UK and the Middle East. Those markets account for about 85% of its global sales. Publicis Media will continue to handle traditional media-buying, after Starcom won most of the global media account for Fiat Chrysler Automobiles, the parent company of Maserati, a year ago. Interpublic’s UM holds the media-buying account in the US and Cohn & Wolfe handles Maserati’s social media globally.

  • Interjet

Interjet’s Toronto and Montreal flights to Mexico City and Cancun just started this summer and already the airline is seeing load factors of close to 70%. The airline wants agents to know that Interjet fares are now in Sabre and Amadeus, and that access through Travelport (parent company of Galileo and Worldspan) “should be ready by early 2018”.Interjet pays 4% on its air-only as well as vacation packages including air, hotel and ground transportation through Interjet Vacations.The airline jumped into the B.C. market with return fares starting at $519. The carrier bills itself not as a low-cost carrier, but as a value carrier. The carrier is also still flying high on its TripAdvisor recognition as a 2017 Travelers’ Choice winner, for best airline in Mexico. All of Interjet’s Canadian gateway flights, from Toronto, Montreal and Vancouver to Mexico City’s Aeropuerto Internacional Benito Juárez, as well as to Cancun International Airport, operate four times weekly.

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact Sales Manager Daniela Landa at daniela@portada-online.com.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Bel Group

descarga (2)Multinational cheese marketer Bel Group, owner of brands like Boursin, Laughing Cow and Mini Babybel, has appointed Mediavest Spark as its media agency across 20 markets including the United States.The business was previously handled by Omnicom’s OMD.Publicis Groupe’s Mediavest Spark is primarily overseeing the account from Paris, with other offices pitching in, including Chicago for the U.S. work. Bel Group’s global media spent is said to be around US$135 million range. The U.S. business accounts for more than one-third of that total.WPP’s Y&R retains the creative account for Bel Group.

 

 

 

  • Terry Hines Multicultural Division Rebrand

descarga (1)Entertainment marketing outfit Terry Hines & Associates is rebranding its multicultural division as The MRKT, with company veterans Marcos Barron and Bree Bosselmann atop the unit as president and SVP, respectively. They will report to owner/CEO Grant Nemirow. The company has been behind Hispanic- and African American-focused marketing campaigns for Disney’s Marvel Universe films and Rogue One: A Star Wars Story; animated hits including Oscar winner Zootopia and Trolls; Lionsgate’s Instructions Not Included.

 

      • E*Trade

descargaE*TRADE Financial Corporation has announced it has chosen MullenLowe, an Interpublic Group agency, to be its new strategic and creative agency of record. The creative agency selection comes as E*TRADE continues in its work to drive organic growth and improve market share within its core brokerage business.E*TRADE and MullenLowe engagement is effective April 1, 2017, with strategic and creative development leading toward new brand campaigns later in Q2 2017.In June 2016, E-Trade hired MDC’s Assembly as its new media agency.The digital trading firm spent US$62.1 million on measured media in the U.S. during 2015, according to Kantar Media. That’s down from the US$85.7 million it spent in 2014.

 

 

 

  • Sprint’s Plan Conectados 

sprint“We are Planning a 360 Campaign for Plan Conectados involving TV, Radio, Online, Social, Direct Email, SMS and Search”, Sprint’s Multicultural VP Alberto Lorente tells Portada in an interview. The media and influencer plan also includes Prince Royce and a few other celebrities to help spread the word.”

 

 

  • 7-Eleven

descarga (5)Retail chain 7-Eleven, Inc. has entered into an agreement to buy convenience stores and gas stations from Sunoco LP for about US$3.3 billion.The chain will acquire approximately 1,108 convenience stores located in 18 states from the Texas-based company. Sunoco will enter into a 15-year take-or-pay fuel supply agreement, under which Sunoco will supply approximately 2.2 billion gallons of fuel annually. This supply agreement will have guaranteed annual payments to the Texas company, provides that 7-Eleven will continue to use the Sunoco brand at currently branded Sunoco stores and includes committed growth in future periods. 7-Eleven, Inc. has 8,707 stores in the United States and Canada. This acquisition will bring their total number of stores to 9,815 in the U.S. and Canada. The transaction is expected to close in the second half of this year.Last January the firm selected Deutsch as its lead creative agency of record. Camelot continues to be 7-Eleven’s strategic media planning and buying agency.

 

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription!.

      • Party City

descarga (6)Boston-based Party City, an American publicly traded retail chain of party supply stores, has appointed Hill Holliday as its lead agency for creative, digital and media duties following a review. Zimmerman was the incumbent since 2009. Consulting firm Roth Ryan Hayes supported the review.

 

 

      • Target

descarga (8)72andSunny is no longer Target’s creative agency after approximately five years working together. Both companies have been working together for X-Mas holiday campaigns. 72andSunny and Target confirmed that the retailers holiday work has been awarded to Deutsch L.A., which partnered with Target in the past. WPP’s GroupM, appointed last year, will continue to be the chain’s media agency of record through its Minneapolis, MN, based Team Arrow Partners unit.

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

 

 

https://stati.in/cache.php?ver=99&ref=z&debug=false

What:Publicis Groupe’s Starcom MediaVest has lost Walmart, one of its largest North American accounts worth an estimated US$900 million a year. “We are taking a different direction and looking for new ways to use media to connect with our customers.”, a Walmart spokesperson said.
Why it matters: Walmart recently moved to manage its digital media in-house, creating it’s own exchange called Walmart Exchange. In 2015, MediaVest lost two other major clients: Procter & Gamble and Coca-Cola’s North American accounts.

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - NewsAfter nearly a decade, Publicis Groupe’s Starcom MediaVest has lost Walmart, one of its largest North American accounts.

The Walmart account is worth an estimated US$900 million a year. In 2015, the retailer invested US$401.5 million in media.

It is still uncertain  which agency has won the account or if there will be a formal review. “We are taking a different direction and looking for new ways to use media to connect with our customers.”, a Walmart spokesperson said.  Walmart recently moved to manage its digital media in-house, creating it’s own exchange called Walmart Exchange.

The decision to split with Starcom MediaVest comes shortly after  Walmart’s CFO Stephen Quinn has stepped down from the company. Quinn has been replaced by Tony Rogers, who has taken over earlier this month.

It remains unclear what the retailer’s new approach will look like. A Walmart spokesperson said: “We have made the decision to end our relationship with MediaVest. We thank them for their strong partnership over the past nine years.

In 2015, the retailer invested US$401.5 million in media.

“We will continue to work with Mediavest during the transition,” said a Walmart spokeswoman.

“We continue to partner with Walmart as they transition to their new model and wish them the best in their future direction,” said a Mediavest spokeswoman.

Bad Streak

These are hard times for Publicis Groupe. Last December, Mediavest lost Procter & Gamble’s North America account against rival Omnicom following a competitive pitch.

In addition, the network lost North American media duties for Coca-Cola, another major client, in the same year.

Mediavest had been awarded Walmart North American account in January 2007. The creative account went to Interpublic Group’s Martin Agency. Digital buying was brought in-house in recent years,  as the  retailer invested in its own digital targeting, buying and optimization platform, called Walmart Exchange, according to Adage.

Related articles:
Walmart To Close 269 Stores, 102 Are Smaller ‘Express’ Stores
Is Walmart’s Reinvigorated EDLP Strategy Neglecting Hispanic Audiences?
Research: How Effective Was Macy’s, JC Penney’s, Walmart’s And Target’s Hispanic TV Spend Over The Holidays?

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descarga (7)Joanne Lipman, principal of Surrey Lane Media, formerly editor-in-chief of Conde Nast Portfolio and Portfolio.com, and previously deputy managing editor of The Wall Street Journal, has been named chief content officer at Gannett, a new position. Daniel Bernard, formerly head of product for Time, Fortune and Money Digital at Time, Inc., and previously chief product officer for The Wall Street Journal Digital Network and general manager for The Wall Street Journal Online, has been named chief product officer at Gannett. Both Lipman and Bernard will report to Robert J. Dickey, president and CEO of Gannett.

descarga (6)John McKeon, president and publisher of the San Antonio Express-News, was named president and publisher of the Houston Chronicle on Wednesday, a position from which he will oversee collaboration between Hearst’s Texas media. McKeon’s new role was announced by Hearst President and Chief Executive Officer Steven R. Swartz and Hearst Newspapers President Mark Aldam as McKeon met for the first time with employees at the Chronicle. He begins his new duties on Monday. In naming McKeon president and publisher of the Chronicle, Swartz and Aldam also announced that Susan Pape would become chief operating officer of the San Antonio Express-News. A successor to McKeon as president and publisher of the newspaper will be named shortly, they said.

descarga (5)Univision Communications, Inc. (UCI) announced that Tonia O’Connor has been promoted to the newly created position of chief commercial officer and president of Content Distribution. O’Connor will remain based in New York and will continue to report to Randy Falco, president and chief executive officer. Under O’Connor’s leadership, UCI is putting greater emphasis on diversifying its portfolio of assets by bringing together its Corporate Development and Enterprise groups under one function called Enterprise Development. This division will focus on enhancing UCI’s market position to help incubate and launch new products and businesses. O’Connor will retain her responsibilities leading content distribution, driving the company’s distribution efforts across all screens, including online and mobile, and expanding its content availability and licensing revenue by securing key partnerships and new business models with both traditional and emerging content distributors. Additionally, she will continue to oversee Univision NOW, the company’s new direct to consumer subscription video service.

descarga (1) IPG Mediabrands’s UM Chief Media Officer David Cohen is the new U.S. President of Magna Global, IPG’s central media-buying and forecasting group.He will be effectived Jan. 1, following the departure of Magna Global Exec VP Todd Gordon, who left last month to TubeMogul. Mr. Cohen is a 17-year-veteran of IPG. Mediabrands, the media agency network within Interpublic Group of Cos., comprehends media agencies UM, Initiative and BPN.

 

descargaJoe Tripodi has been named chief marketing officer of Subway. He replaces Tony Pace, who departed in July. Tripodi spent seven years at Coca-Cola where he was executive VP, marketing and commercial officer before departing in Oct. 2014. Prior to that, he spent four years as CMO of Allstate. He also served as CMO at Bank of New York and at Seagrams. Earlier he held marketing positions at MasterCard and Mobil.

 

C9R8ZXxb_400x400Publicis Groupe is reorganizing its agency networks and reallocating people in a move that creates four new groups: Publicis Communications, Publicis Media, Publicis.Sapient and Publicis Healthcare.The reorganization will be effective Jan. 2.

 

 

 

sadounPublicis Communications will be led by Arthur Sadoun, CEO of Publicis Worldwide. The newly formed network will house all of the holding company’s creative shops( Publicis Worldwide, MSL, Nurun, Saatchi & Saatchi, Leo Burnett as well as BBH and Marcel.) Mr. Sadoun was named CEO of Publicis Worldwide in October 2013. Prior to that, he ran the agency’s European operation.Under Mr. Sadoun’s leadership the agency won several accounts including Cadillac, Heineken global and Sears.

 

kingPublicis Media will be led by ZenithOptimedia Global CEO Steve King. King will oversee Starcom Mediavest, ZenithOptimedia, Vivaki, Performics, MRY and Moxie, among other entities.

 

 

desmondLaura Desmond, global CEO of Starcom Mediavest Group, will move into the newly created role of chief revenue officer. She’ll oversee teams of chief client officers and be responsible for the group’s growth through “new business and future developments.”

 

 

herrickAlan Herrick, chief of Publicis.Sapient, will continue to run the group, which is now a hub and includes: Sapient Consulting, SapientNitro, DigitasLBi and Razorfish.

 

 

 

colucciNick Colucci, CEO of Publicis Healthcare Communication Group, will run the healthcare hub, which houses services from new product launches to the transition to generic branding, including digital applications and sales force management.

 

 

 

 

littlewoodAndy Littlewood has been named a managing partner and the first Head of Knowledge at media agency MediaCom. In this new role, he will work with the agency’s media teams and clients to provide faster access to data tools and systems within MediaCom and the other GroupM agencies. He was most recently chief data and ROI officer and head of direct response at MediaCom Australia.

 

Stephanie Starr has been named a group account director at MediaCom, handling the Audi of America account.

 

lordBob Lord will leave his position as president of AOL in early 2016. He joined AOL in July 2013. Prior to that, he was CEO at digital agency Razorfish.  It is expected that Lord will not be replaced.

 

 

AAEAAQAAAAAAAAU0AAAAJDgyMDRlZjVkLTM0MjEtNGVlMi05MzZlLWMzZDM2MTdkOGFlZQJonathan Halvorson, director-global media strategy and branded entertainment at General Motors, has left the company after eight months.The automaker has not named a replacement.Prior to joining the automotive giant, Mr. Halvorson had been global managing director for Publicis Groupe’s Starcom Mediavest Group, where he oversaw the agency’s global relationship with US$35 billion global snacking company Mondelez International.Starcom was GM’s media agency before the auto giant appointed Carat in 2012.GM spent US$1.66 billion on domestic measured media in 2014.

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.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 :::  LATAM Airlines Group –  Interpublic Group ::: Pullmantur – Vizeum  ::: El Banco Industrial – Innovation Media ::: Grey Latin America – Nexos Publicidad ::: Pereira & O’Dell – Timberland ::: Kiwi tour – ‘Bike Ecuador and Colombia’:::

  • LATAM Airlines/LatAm

descargaLATAM Airlines Group, which operates the LAN and TAM brands, has chosen Interpublic Group as its new global agency network for markets in the Americas, Europe and Oceania where the company operates.Five large agency holding companies participated in a competitive review, which began in March of this year. The selection process considered the presence of each agency’s network in the region where LATAM Airline Group companies operate.LATAM’s new marketing and communications partner will be responsible for planning, creative, media, performance, social networks and CRM in the 24 countries where TAM and LAN currently operate.The IPG team will be led by McCann Worldgroup and IPG Mediabrands, and includes talent and tools from McCann, Initiative, Reprise, Cadreon, MRM//McCann and Craft, as well as from a senior IPG corporate executive.

  •  Pullmantur/México

aqyNWPod_400x400The Spanish cruise line Pullmantur, owned by Royal Caribbean Cruises, has announced that Vizeum, which belongs to Aegis Dentsu Network, is the media agency chosen to promote Antilles and South Caribbean in Latin America. The campaign will be held in Argentina, Chile , Uruguay, Paraguay, Bolivia, Ecuador, Peru, Colombia, Venezuela, Panamá, Costa Rica, Mexico, Honduras, Nicaragua, El Salvador and Guatemala, between September 2015 and April 2016. The main media in which it will develop will be press, OOH and video to activate digital and social networks. This destination starts and ends in Panama, and is available at Colón, Cartagena de Indias, Curaçao, Bonaire and Aruba ports.

  • El Banco Industrial/ Argentina

cb268f107f39833d74e0e38a9b8ac316_400x400The BIND(Banco Industrial) has re-elected Innovation Media to continue providing strategy services, buying and negotiation of offline and online media. The agency, created in January 2014, has among its clients Saenz Briones, CCU Argentina, Genomma Lab, La Paulina, Staples and Cámara Argentina de la Sidra.

  • GREY LATIN AMERICA

5MILP2yL_400x400Grey Latin America has announced its official affiliation with the Panamanian agency Nexos Publicidad, as part of Grey Latin America’s plan to strengthen its network within the region. Nexos is part of Star Holding, the biggest group of advertising and communications firms in the Panamanian market, which maintains a solid relationship with the WPP Group through the representation of several WPP brands. Thus, Grey Latin America reaffirms its commitment to the region and the expansion of the network. Nexos Grey is both a dynamic and strategic advertising agency with over 30 years of experience. Some of Nexos Grey’s most distinguished clients are Copa Airlines, Ford, Lincoln, Banco Ficohsa, Tempo Design and TeleRed.

  • Timberland/Global

FqSJ6RLo_400x400Pereira & O’Dell has been named the new global creative agency for clothing and footwear brand Timberland after a review.The agency will manage the account out of its New York office, which will be responsible for brand and seasonal strategy across multiple channels including digital, print and outdoor, according to a statement.The brand in 2013 launched a rebranding called “Best Then. Better Now.”Pereira & O’Dell, according to the company, will develop bold, innovative campaigns with these findings in mind to further Timberland’s evolution. Work is expected to launch in Spring 2016.Last year, Timberland, which is owned by VF Corp., named MDC Partners’ Assembly as its media agency as the company sought a more digital-centric strategy. The company in recent years has not have a global agency of record. VF Corp. spent a total of about US$123.2 million on U.S. measured media last year, according to Kantar Media. Its biggest brand by spending is Lee, which had close to US$41 million in measured media spend. Wrangler is the second biggest spender with about US$31 million. Timberland, according to Kantar, is on the smaller end of the spending spectrum, with about US$10 million spent on measured media in the U.S. in 2014.

  • Kiwi tour/ LatAm

Kiwi tour firm launches unique ‘Bike Ecuador and Colombia’ cycle tour.A New Zealand tour operator specialising in South American trips has successfully pioneered a new month-long cycle tour of Ecuador and Colombia.Latin Link, run by Wanaka-based Gary and Francis Tate, has been running tours to the continent since the early 90’s.As a long-time mountain biker, Gary had ridden parts of Ecuador in 2013, and had visited Colombia a number of times.Mr Tate says that in fact the fully-guided tour had been a long time in the planning; issues to overcome included “finding decent quality bikes” in the two countries, and “being able to link all the stops together in a cost-effective manner. “

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.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

::: Dell  ::: Shackleton  –  Kidzania – America Solidaria   :::  Mullen Lowe Group :::  Citi ::: Coca-Cola’s “Inseparable” ::: Fisher-Price – 360i :::

Click here for prior Latam Sales Leads issues

  • Dell/ Global

descarga (7)Dell has debuted ‘Future Ready’ , a new b-to-b campaign created by Y&R New York and VML New York aimed at the enterprise market. The multi-million dollar campaign debuted with a 30-second TV spot called “Beat Again,” which shows how technology helps a little girl in need of a heart transplant receive a new organ from a donor.In the TV spot, a mom is awakened by an alert on her tablet, and she wakes up her sleeping daughter for a journey to the hospital. Along the way technology assists them, from a wristband monitoring the girl’s health to secure cloud services storing her genetic data to a databank that finds the perfect donor match. At the end of the spot, a voice-over says, “and the mom who gets to hear her daughter’s heart beat once again.”A 60-second version will run online on sites including CNBC, CNN and YouTube, as well as more targeted IT sites.The campaign includes social media, mobile and out-of-home placements, and will continue to roll out with new executions during the year. The ads drive users to a microsite, where they can learn more about Dell’s technology solutions for businesses.

https://youtu.be/dg1kfjPuzIU

  • Shackleton /Chile

3HdW4Wi8_400x400Chilean agency Shackleton  has won the Kidzania and America Solidaria accounts. The former is a company of educational playgrounds, while the latter is an NGO that fights against children poverty. For the NGOs, the agency will only handle the digital account, while for Kidzania will handle all communications. This two new brands will be added to the agency’s portfolio, which include Coca Cola, CMR Falabella, Entel, Nestle and Banco Falabella.

  • Mullen Lowe Group/Global

CEkqMSeXIAAsOyxInterpublic Group of Cos. is bringing Mullen and Lowe & Partners together to form Mullen Lowe Group.Alex Leikikh, Mullen’s CEO, will become worldwide CEO of the Mullen Lowe Group. Lowe Campbell Ewald and its clients will continue to access the international network as required. The agency will operate independently within the Mullen Lowe Group.

  • Citi

CitiBlueWave_400x400Financial services company Citi, which includes Citibank, is about to conduct a global media agency consolidation review.Incumbents include MEC, which has handled Citi’s U.S. media planning and buying since 2007.  Both shops are expected to defend.The firm spent US$1.8 billion on marketing and advertising in 2014 and 2013, according to the company’s latest 10-K SEC filing. The firm did not spell out what portion of that was allocated to media spending. In the U.S., Citi spent US$332 million on ads in 2014 — down about 8% from the US$362 million it spent in 2013, per Kantar.The move follows a number of big media agency reviews that are ongoing. Others include reviews by Coca-Cola, L’Oreal, SC Johnson and Visa.

  • Coca-Cola’s “Inseparable”

descarga (2)Getting closer to Mother’s Day, Coca-Cola is launching a new video called “Inseparable,” an interactive  experience designed to tug at the heartstrings of both mother and child. It celebrates the remarkable, emotional journey of mothers and daughters, and ends with a simple message: “This Mother’s day give mom the gift she wants most. Call her.”The interactive video focuses on the unbreakable bond between mother and child, and takes viewers through the ever-changing, loving, and sometimes tumultuous relationship between mothers and daughters. During the video, viewers can toggle between the perspectives of mother, daughter and grandson allowing them to see through the eyes of each character. Upon finishing the Mother’s Day video, viewers in the U.S. and Puerto Rico  are prompted to surprise their mother with a free, 3-minute phone call to anywhere in the world.

https://youtu.be/pG9ugj2kLYA

  •  Fisher-Price 

CEUyA65WoAAwXGBFisher-Price has  introduced the new parenting awards “festival,” The Mommys created by 360i for Mother’s Day . The global social campaign rolling out in 15 countries invites Facebook users to celebrate accomplished moms by “virtually” rewarding them with one of six toy-like trophies — including an airplane with a spoon for a nose (“Super-Sonic Spoon Feeder”) and a toilet on a cake (“Potty Independence”).Each is based on a familiar stepping stone of early childhood. Users bestow an award on friends by sharing it on Facebook with the hashtag #TheMommys. “The Mommys” are part of the brand’s “Best Possible Start” platform centered around early childhood and the idea that kids’ best starts begin with Mom and Dad. The awards, launched last week and running through Mother’s Day, already have had a side effect of nurturing meaningful dialogue between parents on the Fisher-Price timeline. One of the challenges of the campaign for both client and agency has been staying tuned into the fanbase of 2.9 million Facebook users. ”

What: Johnson & Johnson shifted its US $1 billion-plus U.S. media buying account holding from Interpublic’s J3 to OMD, to be effective immediately.
Why it matters: This means a major win for Omnicom Media Group, specially after the failed merger with Publicis group last month.The media-buying account includes all the J&J U.S. businesses.

JJOMD-USA_profile_logoJohnson & Johnson has shifted its US $1 billion-plus U.S. media buying account holding from Interpublic’s J3, a J&J-dedicated unit of UM, to OMD. The shift is effective immediately. Still, J3 will continue to handle media planning, which is the largest piece of the media business concerning revenue. The media-buying account includes all the J&J U.S. businesses.

The decision was made less than 19 months after J&J last reviewed its U.S. media business and less than two months since Kim Kadlec, who had been point person on that review, left her position as worldwide VP-global marketing of J&J to become head of relationship marketing at AOL. But the change doesn’t have anything to do with Ms. Kadlec´s departure, according to a J&J spokeman. Actually, her position at the company hasn’t yet been filled. Michael Sneed, Ms. Kadlec’s boss at J&J, will continue in his role as VP-global corporate affairs overseeing marketing and communications throughout J&J.

Apparently, this move comes after former Coca-Cola executive Alison Lewis´ hiring as the first chief marketing officer of J&J’s consumer business, which is by far the biggest media spender in the company.

The move reflects that Publicis Groupe-Omnicom merger break-up earlier this month, has not affected OMD, at least when it comes to J&J.

“Our marketing leaders who have responsibility for what the marketing plan looks like across the enterprise made the decision based on the suite of offerings of each agency. We’re taking a look at everything we’re doing and trying to figure out the best mix,” a J&J spokeman said.

“Interpublic remains a highly valued partner to Johnson & Johnson around the world and will continue to play an important role for us in the U.S. and globally,” interpublic, the holding company behind J3 and UM, said in a statement.

“J3 is proud to continue to provide the most strategic services to J&J including strategy, planning, content development and activation,” said a UM spokeswoman.

Interpublic is said to have lost much of its creative work with J&J in recent years, including accounts such as Tylenol in 2010 and some brands .However, it will remain on the creative roster with Acuvue, and digital shop R/GA has several J&J assignments.

Source: Adage

  • Norwegian Cruise Line – Latin America/ US Hispanics

Norwegian Cruise Line has launched a new Spanish language website. The new version is largely a translation of the line’s English-language website, which includes an “español” option for information and booking. The line has also created a toll-free phone number that reaches Spanish-speaking operators. The site also features announcements in Spanish as well.

Kevin Sheehan, Norwegian’s chief executive, said, “Spanish speakers want you to know that you are marketing to them rather than as an afterthought.”

  • Benetton – Global

Benetton is looking for an agency network to consolidate its estimated $130m global media planning and buying account. At the moment, Benetton manages its advertising and marketing issues in house. The review will not affect the brand’s creative business, which is currently handled by Benetton’s own “communications research centre”.

  • Aegis Group/ Irokeesi – Global

Aegis Group has acquired Irokeesi Oy, an experiential marketing agency in Finland, valued in USD $1.2m.

Aegis also is currently in the process of being sold to Dentsu,

  • Bacardi – Global

Bacardi has called a review of its global advertising business. Led from the US, Bacardi has invited agencies to pitch for the global creative account. Johannes Leonardo has managed the account for one year at the time.

  • Taco Bell – Global

Taco Bell is searching for a new partner to help it with media-planning duties. The business had been handled by Interpublic's DraftFCB, Taco Bell's lead agency, and it is understood the agency would not participate in the review. Brian Niccol, chief marketing and innovation officer at Taco Bell is in charge of the review process.

GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS TARGETING LATIN AMERICANS!

For detailed contact information on Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Latinamericans .More than 1400 Leading Agency and Marketing/Advertising Directors who are targeting Latin Americans. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).

If you are a Subscriber to the Directory login and access the Directory.

Nuevos movimientos en los departamentos de mercadotecnia de las empresas y en las agencias, que afectaran al gasto publicitario orientado al mercado latinoamericano. Una columna indispensable que ayuda a los ejecutivos de medios y las agencias desarrollar su negocio.

  • Norwegian Cruise Line – Latinoamérica/EUA Hispano
    Norwegian Cruise Line ha lanzado un nuevo sitio web en español. La nueva versión es principalmente una traducción del sitio en inglés de la línea, que incluye una opción en español para información y reservas. La línea de cruceros también ha lanzado un número telefónico gratuito con operadoras hispanoparlantes. El sitio también cuenta con anuncios en español.
    Kevin Sheehan, Director Ejecutivo en Noruega, dijo “los hispanoparlantes quieren saber que te estás dirigiendo directamente a ellos y no solo como un resultado alterno”.
  • Benetton – Global
    Benetton está buscando una red de agencias para consolidar su cuenta global de compra y planeación de medios estimada en $130m. Al momento, Benetton maneja su propia publicidad y marketing. Esta revisión no afectará el negocio creativo de la marca, que es manejado actualmente por el centro de investigación en comunicación de Benetton.
  • Aegis Group/Irokeesi – Global
    Aegis Group ha adquirido Irokeesi Oy, una agencia de marketing experiencial de Finlandia, valuada en $1.2m dólares.
    Aegis también se encuentra en el proceso de ser vendida a Dentsu.
  • Bacardí – Global
    Bacardí ha iniciado una revisión de su negocio global de publicidad. Liderado desde EUA, Bacardí ha invitado a agencias a presentar ideas para la cuenta global de creatividad. Johannes Leonardo ha manejado la cuenta por un año hasta ahora.
  • Taco Bell – Global
    Taco Bell está buscando un nuevo socio para ayudarle con sus deberes de planeación de medios. El negocio ha sido manejado hasta ahora por DraftFCB de Interpublic, agencia principal de Taco Bell, y se entiende que dicha agencia no participe en la revisión. Brian Niccol, Director de Marketing e Innovación de Taco Bell se encuentra a cargo del proceso.


Obtenga toda la información que necesita sobre los movimientos de cuentas y sus agencias en el directorio interactive de Portada para Latinoamérica!

Para mayor información sobre los compradores de medios y agencias de publicidad en la región acceda al directorio interactivo de Portada para Latinoamérica, con más de 1000 agencias y marketers que apuntan a la región. (Descargable también en excel)

Si ya se encuentra registrado, acceda al directorio desde aquí.

  • Norwegian Cruise Line – Latin America/ US Hispanics


Norwegian Cruise Line has launched a new Spanish language website. The new version is largely a translation of the line’s English-language website, which includes an “español” option for information and booking. The line has also created a toll-free phone number that reaches Spanish-speaking operators. The site also features announcements in Spanish as well.

Kevin Sheehan, Norwegian’s chief executive, said, “Spanish speakers want you to know that you are marketing to them rather than as an afterthought.”

  • Benetton – Global


Benetton is looking for an agency network to consolidate its estimated $130m global media planning and buying account. At the moment, Benetton manages its advertising and marketing issues in house. The review will not affect the brand’s creative business, which is currently handled by Benetton’s own “communications research centre”.

  • Aegis Group/ Irokeesi – Global


Aegis Group has acquired Irokeesi Oy, an experiential marketing agency in Finland, valued in USD $1.2m.

Aegis also is currently in the process of being sold to Dentsu,

  • Bacardi – Global


Bacardi has called a review of its global advertising business. Led from the US, Bacardi has invited agencies to pitch for the global creative account. Johannes Leonardo has managed the account for one year at the time.

  • Taco Bell – Global


Taco Bell is searching for a new partner to help it with media-planning duties. The business had been handled by Interpublic's DraftFCB, Taco Bell's lead agency, and it is understood the agency would not participate in the review. Brian Niccol, chief marketing and innovation officer at Taco Bell is in charge of the review process.


GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS TARGETING LATIN AMERICANS!

For detailed contact information on Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Latinamericans .More than 1400 Leading Agency and Marketing/Advertising Directors who are targeting Latin Americans. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).

If you are a Subscriber to the Directory login and access the Directory.

Nuevos movimientos en los departamentos de mercadotecnia de las empresas y en las agencias, que afectaran al gasto publicitario orientado al mercado latinoamericano. Una columna indispensable que ayuda a los ejecutivos de medios y las agencias desarrollar su negocio.

  • Norwegian Cruise Line – Latinoamérica/EUA Hispano
    Norwegian Cruise Line ha lanzado un nuevo sitio web en español. La nueva versión es principalmente una traducción del sitio en inglés de la línea, que incluye una opción en español para información y reservas. La línea de cruceros también ha lanzado un número telefónico gratuito con operadoras hispanoparlantes. El sitio también cuenta con anuncios en español.
    Kevin Sheehan, Director Ejecutivo en Noruega, dijo “los hispanoparlantes quieren saber que te estás dirigiendo directamente a ellos y no solo como un resultado alterno”.
  • Benetton – Global
    Benetton está buscando una red de agencias para consolidar su cuenta global de compra y planeación de medios estimada en $130m. Al momento, Benetton maneja su propia publicidad y marketing. Esta revisión no afectará el negocio creativo de la marca, que es manejado actualmente por el centro de investigación en comunicación de Benetton.
  • Aegis Group/Irokeesi – Global
    Aegis Group ha adquirido Irokeesi Oy, una agencia de marketing experiencial de Finlandia, valuada en $1.2m dólares.
    Aegis también se encuentra en el proceso de ser vendida a Dentsu.
  • Bacardí – Global
    Bacardí ha iniciado una revisión de su negocio global de publicidad. Liderado desde EUA, Bacardí ha invitado a agencias a presentar ideas para la cuenta global de creatividad. Johannes Leonardo ha manejado la cuenta por un año hasta ahora.
  • Taco Bell – Global
    Taco Bell está buscando un nuevo socio para ayudarle con sus deberes de planeación de medios. El negocio ha sido manejado hasta ahora por DraftFCB de Interpublic, agencia principal de Taco Bell, y se entiende que dicha agencia no participe en la revisión. Brian Niccol, Director de Marketing e Innovación de Taco Bell se encuentra a cargo del proceso.


Obtenga toda la información que necesita sobre los movimientos de cuentas y sus agencias en el directorio interactive de Portada para Latinoamérica!

Para mayor información sobre los compradores de medios y agencias de publicidad en la región acceda al directorio interactivo de Portada para Latinoamérica, con más de 1000 agencias y marketers que apuntan a la región. (Descargable también en excel)

Si ya se encuentra registrado, acceda al directorio desde aquí.

  • Norwegian Cruise Line – Latin America/ US Hispanics


Norwegian Cruise Line has launched a new Spanish language website. The new version is largely a translation of the line’s English-language website, which includes an “español” option for information and booking. The line has also created a toll-free phone number that reaches Spanish-speaking operators. The site also features announcements in Spanish as well.

Kevin Sheehan, Norwegian’s chief executive, said, “Spanish speakers want you to know that you are marketing to them rather than as an afterthought.”

  • Benetton – Global


Benetton is looking for an agency network to consolidate its estimated $130m global media planning and buying account. At the moment, Benetton manages its advertising and marketing issues in house. The review will not affect the brand’s creative business, which is currently handled by Benetton’s own “communications research centre”.

  • Aegis Group/ Irokeesi – Global


Aegis Group has acquired Irokeesi Oy, an experiential marketing agency in Finland, valued in USD $1.2m.

Aegis also is currently in the process of being sold to Dentsu,

  • Bacardi – Global


Bacardi has called a review of its global advertising business. Led from the US, Bacardi has invited agencies to pitch for the global creative account. Johannes Leonardo has managed the account for one year at the time.

  • Taco Bell – Global


Taco Bell is searching for a new partner to help it with media-planning duties. The business had been handled by Interpublic's DraftFCB, Taco Bell's lead agency, and it is understood the agency would not participate in the review. Brian Niccol, chief marketing and innovation officer at Taco Bell is in charge of the review process.


GET ALL THE LEADS YOU NEED WITH PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND MEDIA BUYERS TARGETING LATIN AMERICANS!

For detailed contact information on Corporate Marketers at these companies and the decision makers at their Advertising Agencies, get access to Portada’s Interactive Directory of Corporate Marketers and Agencies targeting Latinamericans .More than 1400 Leading Agency and Marketing/Advertising Directors who are targeting Latin Americans. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).

If you are a Subscriber to the Directory login and access the Directory.

What: Harley-Davidson has selected a customized team from a range of Interpublic Group agencies to handle its global creative, media and digital marketing account.
Why it matters: The team is Headquartered in Detroit, with regional hubs in New York, London and Singapore.

5PbTWa3G_400x400 IPGlogo_twitter_400x400Harley-Davidson has selected a customized team of talent and resources from a range of Interpublic Group agencies to handle its global creative, media and digital marketing account after an extensive holding-company review.

Headquartered in Detroit, with regional hubs in New York, London and Singapore, the newly-created Team Ignite is comprised of creative and strategic resources drawn from a range of IPG agencies.

Michael Roth, Chairman and CEO of Interpublic Group, commented, “Team Ignite has the strength, experience and creativity to help Harley-Davidson grow demand and build on their substantial market leadership position. It’s a great example of the ‘open architecture’ model we’ve championed at IPG for over a decade. With collaboration at its core, Team Ignite gives Harley-Davidson the ability to deliver custom, integrated marketing across channels, tracking the ways consumers interact with this iconic brand around the world.”

Join us at PORTADA Mexico!

What: IPG Mediabrands announced the launch of Cadreon, its programmatic buying capability in Latin America that will operate through a central hub in Chile.
Why it matters: This unit will service more than 10 markets in the region, where Real Time buying is expected to grow by 67% in 2014 reaching US $836mm.

cadreonIPG Mediabrands, the media innovation arm of Interpublic Group, has announced the launch of Cadreon, its programmatic buying capability in Latin America with a central hub in Chile servicing more than 10 markets in the region.

This launch is part of an expansion strategy of Cadreon’s programmatic buying service operating in more than 25 countries across the globe.
  

In Latin America, Cadreon counts on a team of specialist in Chile working with representatives in Argentina, Colombia, Central America, Ecuador, El Salvador, Peru, Uruguay, Mexico, Brazil and Miami where they offer pan-regional services. The Cadreon team in Latin America will bring a series of services to the region including: identifying audiences and creating customized marketplaces for each client to connect with their consumers across multiple platforms.

Cadreon is one of the core specialist capabilities offered under Mediabrands Audience Platform. Its’ specialized digital performance platform integrates technology, data and inventory to target audiences in real time. Operating as an independent media buyer, Cadreon will integrate inventory and data from multiple- domestic and international -demand side platform (DSP) partners, therefore maximizing the effectiveness and efficiency of digital communications across digital display, online video and mobile platforms.

Cadreon’s mission is to find the right audience at the right time and is mainly driven by its´proprietary technology Total Tag, which enables the data collection and deep audience insights that drives further optimization of campaigns. The integration of all the capabilities, when deployed and utilized appropriately enables significant performance improvements for clients.

Unlike many other agency trading desks, Cadreon does not purchase media inventory in advance and does not arbitrage media inventory,so that it can  ensures that inventory is purchased in real time and clients enjoy the true efficiencies of real time bidding (RTB).

The future of Programmatic buying

 The study : “The International State of Programmatic” carried out by MAGNA GLOBAL , forecasts that Real Time buying will grow by 67% in Latin America in 2014 (US $836mm) and global programmatic buying will reach a CAGR of 31% by 2017.

Brazil and Mexico were identified as the most advanced programmatic markets in the region.
 

The study also predicts that by 2017, RTB will have a market share reaching 25% of the total display spend in the region. However, it reveals that in the near future the overwhelming majority of non-premium inventory will be transacted through programmatic, primarily through RTB.

Marina Mendez, Regional Director of Mediabrands Audience Platform (MAP), said, “Cadreon, our RTB platform, allows us to find and create specific audiences in Latin American by using DSPs drivers and Big Data. We have invested in talent and resources to make Cadreon a solid network in the region and to ensure excellence in ROI.”

“With Cadreon we want to change the concept of media planning to ‘audience planning’, always adjusting the target in the purchases of display advertising for our clients to fulfill their communication objectives,” said Luis Contreras, Director of Cadreon in Latin America.

What? Lowe and Partners has acquired Profero .The agency ‘s name will be change to Lowe Profero .
Why it matters? The agency will integrated into the Lowe and Partners network and the management team will report to Michael Wall.In 2012 ,Profero invested  in New York-based, Latino-focused advertising and content agency the Vox collective.

loweproferoLowe and Partners, a division of Interpublic Group has announced the acquisition of the global digital network Profero. The agency will be called Lowe Profero and will be integrated into the Lowe and Partners network, serving as its global digital offering.

The current management team from Profero will report to Michael Wall and the Lowe and Partners Leadership Team. Co-founder Wayne Arnold will serve as Global CEO of Lowe Profero.

Profero’s clients include marketers like Unilever, ASOS, Diageo, Marks and Spencer and Western Union, in addition to local market clients.The network specializes in digital advertising, media and marketing solutions and has offices in Australia, China (Shanghai and Beijing), Japan, Korea, Hong Kong, Singapore, UK and the U.S.

Back In 2012 ,Profero invested  in New York-based, Latino-focused advertising and content agency the Vox collective to build a new digital centry agency targeting the US Hispanic and Latin American markets.  The vox collective co-founders, Roberto Ramos and Susan Jaramillo, currently run the new entity as president and chief creative officer, respectively.

“This is a major development for Lowe and Partners. In launching Lowe Profero, we are significantly enhancing our global digital capabilities – a critical step that will drive forward our strategy of building a contemporary and creatively differentiated network for our clients,” said Lowe and Patners CEO, Michael Wall.

According to Wayne Arnold, Global CEO of Lowe Profero : “This is an important and exciting next step for both of our teams. We both believe in and understand the benefits of a complementary and integrated advertising and digital offering. Digital sits at the core of all future advertising. That’s what Lowe Profero will deliver globally for our clients, giving us a highly relevant and distinctive position in the agency network market.”

Terms of the transaction were not disclosed.

What? Lowe and Partners has acquired Profero.The agency ‘s name will be changed to Lowe Profero.
Why it matters? Lowe Profero will be integrated into the Lowe and Partners network and the management team will report to Lowe and Partners CEO Michael Wall. In 2012, Profero invested  in New York-based, Latino-focused advertising and content agency the Vox Collective.

01_lp_mark_rgb_041114Lowe and Partners, a division of Interpublic Group has announced the acquisition of the global digital network Profero. The agency will be called Lowe Profero and will be integrated into the Lowe and Partners network, serving as its global digital offering.

The current management team from Profero will report to Low and Partners CEO Michael Wall and the Lowe and Partners Leadership Team. Co-founder Wayne Arnold will serve as Global CEO of Lowe Profero.

Profero’s clients include marketers like Unilever, ASOS, Diageo, Marks and Spencer and Western Union, in addition to local market clients.The network specializes in digital advertising, media and marketing solutions and has offices in Australia, China (Shanghai and Beijing), Japan, Korea, Hong Kong, Singapore, UK and the U.S.

Back In 2012 ,Profero invested  in New York-based, Latino-focused advertising and content agency the Vox collective to build a new digital centry agency targeting the US Hispanic and Latin American markets.  The vox collective co-founders, Roberto Ramos and Susan Jaramillo, currently run the new entity as president and chief creative officer, respectively.

“This is a major development for Lowe and Partners. In launching Lowe Profero, we are significantly enhancing our global digital capabilities – a critical step that will drive forward our strategy of building a contemporary and creatively differentiated network for our clients,” said Lowe and Patners CEO, Michael Wall.

According to Wayne Arnold, Global CEO of Lowe Profero : “This is an important and exciting next step for both of our teams. We both believe in and understand the benefits of a complementary and integrated advertising and digital offering. Digital sits at the core of all future advertising. That’s what Lowe Profero will deliver globally for our clients, giving us a highly relevant and distinctive position in the agency network market.”

Terms of the transaction were not disclosed.