An interview with Ricardo Monteiro, Regional Media and PR Director, Reckitt Benckiser Latin America.

Reckitt Benckiser is one of the largest advertisers in Latin America, particularly when it comes to panregional advertising, the media buys that involve two or more Latin American countries which mostly are done out of Miami. We talked to Ricardo Monteiro, Regional Media and PR Director, Reckitt Benckiser Latin America. Monteiro is a speaker at the Festival of Media Latin America, organized by IMS and C-Square, which ends today in Miami

Monteiro tells Portada that panregional buys are much more efficient than national buys as the cost for media bought on a panregional basis is much lower. This is one of the reasons why Reckitt Benckiser this year initiated online display advertising campaigns on a panregional basis. The global consumer goods company traditionally has used cable as its main media vehicle for panregional buys. The big news is that Reckitt Benckiser may do print media campaigns in 2011. “We are considering print in our panregional media mix”, Monteiro notes. “Print can be important. As personal care products rely on print for more complex messages,” he adds.

Monteiro tells Portada that the main countries Reckitt Benckiser targets in Latin America are Brazil, Mexico, and Argentina, although media is bought in all Latin American countries. “Our advertising expenditures in each of the countries roughly reflect the weight of that country’s GDP in the overall Latin American GDP”.

Monteiro is very knowledgeable about the Latin American advertising and media sector. At Reckitt Benckiser in Latin America, Ricardo Monteiro has implemented the 360 briefing process and modeling of media ROI. Reckitt Benckiser’s agency is MPG-Havas, both panregionally in Miami as well as locally. In Brazil he works with full service agency EURO RSG (owned by Havas Media).

How to work with agencies

Monteiro says that it does not make a big difference for him to work with one agency consistently across the region or with different agencies. “Global agencies define their goals for each local unit”, Monteiro notes, implying that local national units of global agencies often do not have the same interests as their regional hubs. The key is that we have the right process/control mechanism. . “It is important to have KPI’s (Key Process Indicators) in place,” he adds.

Global Consumer Goods Company Reckitt Benckiser is one of the worlds largest producers of household products and a major producer of consumer healthcare and personal products.

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