Smaart Media, a Miami based agency recently founded by Camilo Concha, just won the Red Bull account for panregional media planning and buying including digital media for Brazil but excluding Brazilian cable.
Concha, former PHD Latin America president, tells Portada that Red Bull spends annually up to $2 million in panregional media. Camilo Concha will lead Smaart Media’s planning team. Media purchases will include cable, TV, and digital, but not print, which is bought on a local basis.
Red Bull has four marketing managers targeting Latin American consumers. They are based in Brazil, Panama, Colombia and Mexico. These marketing managers oversee both local agencies and Smaart Media.
Concha tells Portada that "it was an unusual pitch as the client was looking for a very high level of creativity and planning. It was a very data driven pitch; all about optimizing reach and frequency both on a panregional and country basis.”
Startup Smaart Media won the pitch against incumbent MPG and other agencies, including Omnicom, Mediaedge and Universal McCann.