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.
AB Inveb – Global ::: Vodafone McLaren – Latin America ::: Emirates – Global ::: Heineken – Global :::
AB Inveb – Global
AB InBev (Budweiser, Beck’s, Stella Artois) has called a review for its global media buying and planning account outside the US. The review in Latin America includes 10 countries, where the business is managed by Havas and UM. The review process is being led from AB InBev’s headquarters in Belgium and a decision is expected to be reached in September.
Motorola – Digitas – Global
Motorola has chosen Publicis´s Digitas to handle its global media buying and planning. The account was managed by Mindshare for last 8 years. The account was changed without a review. Razorfish continues with the digital global account. The account is estimated in UDS550 million.
Vodafone McLaren Mercedes has launched a Spanish language version of its official website. The Spanish site – http://es.mclaren.com/formula1 – which launches ahead of the British Grand Prix at Silverstone, is also complemented by a new all-Spanish Twitter feed. @McLarenF1es will replicate the activity of the team’s official feed, @McLarenF1, which recently changed its name to improve accessibility and further enhance reach and engagement. The new Spanish website and Twitter account also reflects not only a significant uplift in interest from Mexico following the signing of Sergio ‘Checo’ Perez, but also the large Hispanic population in the USA who are increasingly activating digital content through mobile devices.
Heineken – Global
Heineken has launched its global ‘Voyage’ campaign. The campaign centres around “a social experiment to see what men are really made of” created by Wieden+Kennedy Amsterdam. A new episode launched last week “Dropped”, which takes men from around the world and drops them in remote locations with nothing but basic supplies and a map of directions. The campaign is running in broadcast, digital and mobile.
Emirates – Global
Dubai-based airline Emirates has called a review for its global media planning and buying account. Starcom MediaVest Group is currently managing the business. The account is estimated in 157 million dollars. Emirates last reviewed its global media arrangements in 2008, when Pubicis Groupe’s Starcom MediaVest Group beat OMD in a final shoot-out to win the business.
Razorfish handles its global social media activity and StrawberryFrog handles the brand’s global creative business.