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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::: Brown-Forman- Mediavest ::: W+K Brasil – Old Spice ::: Blackrock – Mindshare -MEC ::: Absolut Vodka-AnalogFolka ::: WPP -IBM :::
Brown-Forman has awarded its global media account to Publicis’ MediaVest (NOTE: not Starcom as incorrectly stated in the subject of our 12/8/2014 Latam E-letter) following a four month review.The agency will replace incumbent UM, which also participated in the final review. Other agencies competing for the account included Maxus and Zenith Media. UM held the account for over a decade. According to Kantar Media the company spent US$52m on advertising in the US in 2013 and works with several brands such as Jack Daniel’s, Chambord, Early Times, Old Forester and Southern Comfort.
- Old Spice
W+K Brasil is P&G’s Old Spice brand agency. Old Spice was handled by agency Grey. Due to this agency shift, the firm will more frequently use the image of Terry Crews, the brand’s advertising ambassador in the United States for the last four years, in its Brazilian campaigns. Grey was in charge of positioning Old Spice in the Brazilian market, following the brand’s first campaign launch starring actor Malvino Salvador. The move is part of an international brand alignment with its global partners; hence it has shifted to Wieden & Kennedy Brazil.
Global asset management company Blackrock has appointed WPP’s Mindshare and MEC to handle its global media account. Blackrock, which spent over US $400m on marketing and promotions in 2013, has opted for the GroupM agencies over Carat, part of Dentsu Aegis, and Omnicom’s PHD.Mindshare will pick up the business in the U.S, Europe and Latin America, while MEC – the incumbent on the account – will continue to handle Canada and Asia.
- Absolut Vodka
Absolut Vodka has appointed digital agency AnalogFolk to handle its global social media, following a pitch.The agency, which has offices in London, New York and Sydney, already has Pernod Ricard-owned brands Chivas and Malibu as clients.AnalogFolk will be responsible for continuing the spirit brand’s new “storytelling” marketing strategy via social media channels, branded content and editorial publishing.
WPP has signed a US$ 1.25 million with IBM that will allow the US giant manage their operations in La Nube. As part of this seven-year agreement, WPP will be able to innovate in digital services that will be run and managed with a global hybrid cloud infrastructure created by IBM.The deal may be extended with WPP using large data and analysis to improve its’ creative process, accelerate the launch of new products and services and encourage greater horizontal communication and collaboration across multiple brands.