A summary for Corporate Marketers, 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.
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::: Banco Hipotecario – Leo Burnett Argentina ::: Priceless Surprises/Mastercard ::: MediaCom – Molinos Río de la Plata ::: TBWA Chile – Apple, Nissan and Clínica Alemana ::: McGarryBowen – Sears Holdings :::
- Banco Hipotecario
Leo Burnett Argentina, headed by Fernando Bellotti, has been chosen as the new agency of Banco Hipotecario after a thorough selection process. La agency will handle the brand and its product integrated communications.
- Priceless Surprises/Mastercard
MasterCard cardholders worldwide have laughed, cried and smiled thanks to Priceless Surprises. Priceless Surprises, the new marketing platform to delight consumers, has become a global success since its launch in over twenty countries in every major region of the world. Priceless Surprises is among the initiatives that has generated greater participation in social networks to date, beating the benchmarks of US companies on Twitter (among financial services companies) and Facebook (relative to companies in industries focused on consumers). Compared to other MasterCard programs, Priceless Surprises engagement rate is three times higher.Since its launch in the Grammy’s ceremony in 2014 with Justin Timberlake, music artists like Gwen Stefani, Pharrell William and Usher; sports stars from hockey, baseball, soccer, rugby and golf, have contributed to these Priceless Surprises .By using their MasterCard, cardholders may be surprised with a digital download of a song from iTunes or with an upgrade to better seats at an event,or even meeting artists and world class athletes, and more. The Priceless Surprises program has been integrated into numerous MasterCard sponsorships.Looking ahead, MasterCard is working with Kiip to launch very soon, initially in the U,S., an application of Priceless Surprises and Mobile Development Kit (SDK). Through automatic notifications and internal mobile application functionality, the platform informs cardholders about events and Surprises opportunities in real time.
MediaCom, part of the WPP Group, has been chosen by Molinos Río de la Plata as its new media agency. Molinos is an Argentinian leading company in the food industry which, since it was founded in 1902.MediaCom Argentina will provide strategy, planning and online and offline media buying across all Molino’s brands.
- TBWA Chile
TBWA office in Chile will work for three new brands: Apple, Nissan and Clínica Alemana have been added to the agency’s list of customers, which also includes Adidas, Banco Itaú, Energizer, Heineken, JMC, Hiunday and Casaideas, among other.
- Sears Holdings
McGarryBowen and Sears Holdings are breakingties. The agency was working for Sears since it won the account in 2011. The separation comes as the big retailer is undergoing a massive consolidation driven by the procurement that began in november. The review has been postponed, according to sources, and no requests for proposals were distributed so far. The review will supposedly be completed in May. McGarryBowen, part of Dentsu Aegis, was participating in the preparations for the review with good prospects, but chose to give up the account. Severel senior executives have left the company. Media are run by Havas, while FCB (Interpublic) manages creativity for Kmart. Sears Holdings is the 27th largest US marketer, according to Ad Age DataCenter.