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Sales Leads Panregional: Visa, Diageo, Honda…

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.


  • Visa

Visa Inc.(V 72.13, -0.71, -0.97%), a FIFA partner and the exclusive card of the 2010 FIFA World Cup(TM), has created a Go Fans YouTube channel enabling soccer fans to express their true colors in support of their national teams by viewing, uploading and sharing videos capturing creative, entertaining, passionate or humorous goal calls. By watching goal call videos on the Go Fans YouTube channel that are part of the Visa Watch your Way to Brazil Sweepstakes, fans will also have the opportunity to win a trip to the 2014 FIFA World Cup(TM) in Brazil.

The Goooal shout will also be brought to life through a series of activities and events around the world set to take place between May 15 and June 19 in participating markets including the United States, Australia, Japan, Mexico and Brazil. In the United States, Visa Go Fans street teams will visit popular New York City restaurants and bars from June 12-19 to record Goooal shout submissions from fans viewing FIFA World Cup(TM) matches. Select videos will later be uploaded to the Go Fans YouTube channel.

Also in New York City, creative from the Visa Go Fans FIFA-themed marketing campaign will be featured on four of Times Square's largest digital billboards, ABC's SuperSign, American Eagle, NASDAQ and Reuters, during 11 broadcasted 2010 FIFA World Cup(TM) matches beginning with the USA vs. England match on June 12 and concluding with the final match of the tournament on July 12.

  • Honda

Honda has linked up with Facebook to produce what it describes as the first use of "exclusion targeting" advertising on a social media site in the UK. The campaign, which was developed by media agency Starcom with digital creative handled by Collective, integrates a range of Facebook social plug-ins to promote Honda's CR-Z sports hybrid coupé.

The campaign comprises four elements. The first is a three-phased ad campaign designed to target a 25- to 35-year-old ABC1 audience, reaching more consumers through each phase. The second is a Nielsen BrandLift study to measure the impact of the online activity, including how it has affected people's attitudes to Honda. The third part of the campaign is a Facebook application on the Honda UK Facebook page. It lets users create personalised pieces of art based on their Facebook profile data. Finally, the fourth element of the campaign is the integration of the Facebook plug-ins with Honda's website.

The first wave of advertising breaks today (4 June). It will target all Facebook users aged 18 and over who log in within a 24-hour period. Various executions will suggest that users click the "Like" button on Facebook. The second phase will run 11-18 June and will target those Facebook users who were not reached in the first phase. The final phase kicks off on 19 June and will run for six days. It will target all users who interacted with the campaign with a sampling ad encouraging them to order a brochure or book a test-drive.

  • Diageo

Diageo has overhauled its global marketing department in a bid to move towards a category-led approach. The development, which follows a major review of its structure, has created two new global category director roles. One covers vodka, gin and rums and the other whisk(e)y (as Diageo diplomatically sums up its whisky and whiskey portfolio).

The drinks giant said the new category director roles would be accountable for "conceiving a total category strategy and delivering that strategy across Diageo's portfolio". The move reflects the increased focus on category management within Diageo.

David Gates, currently global brand director for Johnnie Walker takes the whisk(e)y position, effective 1 July. 

Latin America and Caribbean (LAC) marketing and innovation director Edward Pilkington becomes the new global category director – vodka, gin and rums, effective 1 August. There will be no change to the Guinness and Baileys global brand teams.

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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