A summary for 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.
- Express Inc
Express Inc., a leading U.S. men’s and women’s specialty retail apparel chain operating over 600 stores, announced that one of its subsidiaries has entered into a franchise agreement with Fastco Commercial S.A., a retail franchise operator led by a management team with over 30 years of experience operating retail franchises in Central and South America. The agreement provides an opportunity to open more than 30 Express stores over a five year period in Panama, Peru, Costa Rica, Colombia, The Dominican Republic, Ecuador, El Salvador, Guatemala, Honduras and Nicaragua. The company expects there will be up to three Express locations open in Panama, Peru, and Costa Rica by the end of the fourth quarter. The product assortment in these locations will resemble that of the U.S. stores with moderate seasonal adjustments. The stores are expected to have the same new store design that Express is rolling out in the U.S. “This is another exciting step in Express’ international expansion strategy, particularly with such an experienced partner,” said Michael Weiss, president, chairman and CEO, Express, Inc. “Express’ fashion forward product offering is perfectly aligned with the Latin American consumer’s preference for fashion, fit and color. The Hispanic population in the U.S. has demonstrated a passion for Express and we look forward to expanding that passion throughout Central and South America,” he added.
- Pantene – Wing
Leading full-service marketing communications agency Wing launched a Latin American focused effort for Pantene’s global Olympics campaign, part of Procter & Gamble’s official sponsorship of the 2012 Summer Olympics games in London. Wing created a series of TV spots and print advertisements demonstrating how Pantene hair can stay healthy and shiny under the most grueling conditions – even the rigors of Olympic athletic competition. Targeting the beauty orientated female, the campaign promotes Pantene’s three-minute Ampoule treatment. The advertisements run in a number of countries, including Argentina, Brazil, Mexico, Central America, Chile, Peru and Colombia. The spots feature star Latin American athletes, including diver Paola Espinosa, tennis star Gisela Dulko, and volleyball player Jacqueline Carvalho. The campaign also leverages Gisele Bundchen (an endorser of Pantene since 2007), who appears in the regional spot for Brazil.
Separately, P&G announced that it intends to raise an additional $20m over the next 10 years as part of its partnership with the IOC, to give children the opportunity to practice sports by supplying facilities and training across the globe. The money will add to US $5 million already raised since January for the same cause, which has been collected from donations and a portion of sales from leading P&G brands, including Pampers, Tide, Gillette and Pantene.
- AB-In Bev – OMD Dominican Republic
OMD Dominicana has won the media planning and buying business of AB-In Bev brands including Brahma, Corona, Becks, Stella Artois, Budweiser.
WPP owned Mediacom has signed an agreement with Legends, the agency that manages the image of Brazilian soccer legend Pelé. The objective is to use Pelé’s rights in combination with the global brands MediaCom represents. Mediacom brands who want to position themselves close to Brazil and to sport themes will benefit from the agreement. Brazil will host the soccer world cup in 2014 and the Summer Olympics in 2016.
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