The project that the beverage company awarded to the media agency that forms part of Starcom extends to all the beverage company’s brands in Mexico and it will begin formally in 2009. According to Benjamin Gómez – the media agency’s regional vice-president – the designation is due to the “local focus from a global perspective” that they have held for a long time.
The project began with a pilot stage, to be developed later during 2009.
After working jointly with the Starcom MediaVest group for ten years, Coca Cola of Mexico decided that MediaVest should handle the development of media strategic planning for the company’s bottling system. The objective is to enhance their capacity and coordinate respective media activities.
Furthermore, the idea is that MediaVest should be responsible for creating synergies, increasing the effectiveness of the connection with their different targets and achieving efficiency of the local budgets that complement the national investment that the company makes in all its brands.
Benjamin Gómez – regional vice-president of MediaVest Latin America – commented: “The designation for this project of MediaVest Mexico, one of the two agencies of the SMG group, is due to our local focus from a global perspective, added to our total commitment as regards excellent service and the availability of extraordinary resources for our clients.”