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Bimbo
GUT Buenos Aires, a unit of Globant, was just selected by Grupo Bimbo to lead the communication of its global brands in the LAS (Southern Latin America) region, which includes Chile, Uruguay, Paraguay, Peru and Argentina. This announcement marks the beginning of a partnership between the brand and the agency, focusing on connecting with audiences through creativity, strategy and authenticity. GUT will work with the global brands of Bimbo, Artesano, Cero&Cero, Vital, Rapiditas, Oroweat, Tía Rosa, Sanissimo, Marinela and Nutra Bien!, with the objective focused on designing strategies that adapt to the particularities and needs of the countries of the LAS region. Bimbo’s, Martín Ferrara, VP of marketing for Latin Sur at Bimbo, commented: “At Bimbo, we look for allies who share our passion for connecting with people authentically and meaningfully. We believe that together with GUT, we can promote GUT and will begin working with Bimbo starting next March. Bimbo has a decentralized strategy when it comes to select its partners for creative. In the U.S., it works with Omnicom and WPP’s branding and design agency Landor . However, the Mexican bakery multinational has a centralized approach to media buying and planning approach. Omnicom’s PHD handles the firm’s media business, including Mexico, as part of Grupo Bimbo’s consolidated US $300 million global spending account, announced in 2023.
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Amazon
Major news last year was that Amazon (excluding AWS, Amazon Ads, and Amazon Business which stays at IPG) switched its account from IPG to OMD. The loss of the enormous Amazon account by IPG is one of the drivers that motivated the IPG acquisition by OMD. Now, Omnicom Media Group has created Confluence to handle the Amazon media planning and buying business. Most Latin American media will be handled out of Mexico City, where the agency is currently hiring talent with different skill sets. According to the company’s annual report, Amazon spent US $20.3 billion on “advertising and other promotional costs” globally in 2023.
Omnicom Media Group agencies in Mexico City manage other major global accounts, including VW, Opella, Diageo, Chanel, SC Johnson (PHD), and Jaguar and Land Rover (Hearts & Science). -
Banco Santander
Banco Santander recently selected Publicis to handle its global creative and media account after a three-way pitch against rivals WPP and Interpublic Group. Publicis has created Publicis Flame, a bespoke solution that delivers creative, media, production, and data services. Publicis Flame will draw on expertise from across different Publicis agencies.
The bank’s global footprint in Latin America includes Mexico, Brazil, Chile, Argentina, and Uruguay. In addition, Banco Santander has a significant presence globally in the UK, Poland, Portugal, Spain, and the U.S. -
Mars-Kellanova: Agency Consolidation?
Mars acquired Kellanova (formerly Kellogg Company and maker of Pringles®, Cheez-It®, and Pop-Tarts) for US $35.9 billion in August 2024. The deal is expected to close in the first half of 2025. WPP’s Grey agency previously handled creative for Kellanova’s brands, but in July 2024, Interpublic Group’s (IPG) FCB took over the global creative account for Kellanova. In the U.S., Starcom handled media buys for Kellanova.
The big question now is whether the new Kellanova owner, Mars, will be consolidating Kellanova brands into its own agency relationships. The confectionery, pet care, and food products marketer launched a global review of its agency partners. The review kicked off in early November 2024 and encompasses media planning, buying, commerce, social media, brand public relations, and influencer marketing. However, It does not include creative services, according to media reports.
Group M’s MediaCom and Essence work for Mars. MediaCom is its global media agency across its Mars Wrigley, Mars Petcare and Mars Food segments. Meanwhile, Essence manages biddable media.
Major corporations' global accounts are almost constantly on the move. Let's check out what is going on with Amazon, Subway, Banco Santander, Bimbo, and more. Here is what insiders tell us.
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Editorial Staff @portada_online
Portada’s mission is to help business and marketing professionals understand and reach consumers in the U.S. and Latin America. Our team members are based in New York City, Los Angeles, Miami, Mexico City, and Buenos Aires, Argentina. Credibility is our biggest asset: The Portada team is passionate about producing high-quality, independent content that helps drive forward Business and Marketing throughout the Americas.
