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Sales Leads Panregional: Continental Airlines, Dell, Wieden + Kennedy, Lufthansa, Sony…

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.


  • Continental Airlines

Read an article (premium content) on Continental Airlines Digital Strategy and its merger with United Airlines.

  • Dell

As we recently reported, Dell is to spend "hundreds and hundreds of millions" on an advertising campaign to revamp its image and move away from price as it attempts to chase rivals. What implications is this going to have for Dell’s Latin American –advertising?

We recently interviewed Mariano Roman, CEO of Mediacom Latin America. Roman said that Dell’s Latin American advertising is going to increase and categorized the increase as “direct marketing with scale”. “We are changing the song and rhythm. The channels used are not going to change. What is going to change is how they are going to be used. There will be more use of data and more integration.” Until a few years ago Dell was one of the main accounts bought panregionally out of Miami. It is now mostly bought out of local Latin American countries. Online is still bought panregionally, Roman notes.

Mariano Roman leads Mediacom is the holding company that oversees Group M (Mindshare, Mediaedge, Mediacom and Maxus). Dell is one of its main clients.

  • Wieden + Kennedy

Wieden + Kennedy has moved with the zeitgeist in opening a new office in Brazil, South America's red-hot advertising market. It will open its eighth territory office in Sao Paulo, Brazil with Icaro Doria and André Gustavo Soares as the executive management team. The office opens on 1 December.

The Engine Group, which owns creative agency WCRS, has also signalled that it will be looking at acquisitions within Brazil, along with the US and China in the future.

  • Lufthansa

WPP's Mindshare has retained the media business for German airline Lufthansa, ending a protracted, multimarket five month pitch. Lufthansa, which has been a global client of Mindshare for 10 years, fought off competition from Aegis Media’s Carat and Interpublic’s UM.

The main business will continue to be led by Mindshare Germany, with operations from 40 other countries including the UK feeding in. The airline's creative busines is handled by McCann Erickson and has not been affected by the review.

  • Beiersdorf

Beiersdorf, the German healthcare company that owns the Nivea brand, has appointed Draftfcb as the global lead agency on its estimated $700 million ad account.

The appointment ends TBWA’s 25-year status as Beiersdorf’s lead agency on Nivea but the network will continue to work with Beiersdorf on its smaller brands in Germany.

Draftfcb, which was previously the incumbent on the account in 51 markets, will now expand this remit to nearly 90 countries and take lead status. It pitched for the global account against TBWA and the Hamburg-based agency Zum Goldenen Hirschen.

The Interpublic-owned agency will work across Nivea’s key product categories globally and locally and will also lead all third party agencies to ensure a consistent brand message across markets.

  • Sony Computer Entertainment America

Sony Computer Entertainment America LLC (SCEA) announced the debut of its first official regional advertising campaign for the Latin America region to coincide with the company's holiday seasons which include the debut of customized product offerings for the region and groundbreaking product releases such as PlayStation Move and Gran Turismo 5. SCEA's presence in Latin America has expanded into 19 countries across the region including, Colombia, Argentina, Chile, Peru, Mexico, Panama, Costa Rica, El Salvador, Nicaragua, Brazil, Peru, Honduras, Belize, Paraguay, Uruguay, Guatemala, Ecuador, Venezuela, and Bolivia.

Developed by Saatchi & Saatchi, the central theme of the advertising campaign, "Live in a State of Play," captures the excitement that PlayStation provides consumers to experience the wonder, curiosity and excitement of being young and experiencing everything for the first time.

The marketing effort is designed to engage Latin America consumers via multiple touchpoints, including television, print, interactive, in-store and social media platforms.

Online Directory of Corporate Marketers and Media Buyers/Planners targeting Latin Americans

An interactive online directory. with detailed contact information of more than 500 Leading Agency and Marketing/Advertising Directors who are targeting Latin Americans and/or consumers in the Latin world.

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Read an article (premium content) on Continental Airlines Digital Strategy and its merger with United Airlines.

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