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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::: Coca-Cola – UM,Starcom Mediavest, Ogilvy&Mather ::: MEC- Mabe ::: McDonald´s/ Argentina ::: Gap – Lowe Ginkgo ::: Agency Made – Jose Cuervo Especial ::: “Siblings”/ Go-Gurt, General Mills :::
- Coca-Cola/ Global
UM has displaced Publicis Groupe’s Starcom Mediavest as Coca-Cola’s main media agency. Starcom is still on the roster and a new addition is Ogilvy, which Coke wants to help with planning. Coke spends over US$400m in the US. Starcom, WPP’s MediaCom and Carat will still work on Coke business outside the US. In Mexico, MediaCom is in charge of buying and planning media for Coca Cola.
MEC, the media agency owned by WPP Group, has announced that its Argentinian subsidiary will work for Mabe. The multinational production, design and distribution of home appliances company has chosen the agency to develop its media strategy in time for the brand’s relaunching. Eric Caamaño, client service director of MEC, will lead the team that will work with the new client. Along with him, Valeria Guarrochena, director of MP&B; and Maria Cecilia Terrana, account director, will take care of developing strategic planning, negotiation and recruitment of media spaces for Mabe. Mabe joins the media agency portfolio brands like Toyota, Sony , Musimundo, Freddo, Energizer and Netflix, among others.
- McDonald´s/ Argentina
McDonald’s has launched a new collection of books with its Happy Meal to promote reading as a fun activity for kids. McDonald’s Happy Meal includes 6 options of illustrated books with classic tales and educational content to encourage the habit of reading in children. Each story also brings an stickers and a cardboard accessory to build the characters and continue creating histories in family. Through McDonald’s Happy Meal children will discover 4 classic tales known as Los hermanos Grimm, Verne, Quiroga e Hinojosa, and 2 educational content books, illustrated in a fun and engaging way.The titles are: : Rapunzel, 20.000 Leguas de Viaje Submarino, La Tortuga gigante, Las orejas de Urbano, Jugando con momias y pirámides and Jugando con castillos medievales. As a result of 2014 McDonald’s books programs and so far in 2015, more than 7,5 million have been already delivered throughout Latin America through the Happy Meal. The aim of this program is to foster in children an essential habit for self-education: reading. The company will launch monthly a different title in an Interactive Digital Book through its “McPlay” app, where children can discover and read more than 12 titles.
The renowned clothing store Gap has picked Lowe Ginkgo as its agency in Uruguay and Paraguay, to handle communication. The agency will provide communication services, creative campaigns, productions, digital channels and media management in the Uruguayan and Paraguayan markets. In the latter, Lowe Ginkgo has been working for almost a year. Gap has two stores in Uruguay and one in Paraguay.
- José Cuervo Especial/ México
Agency Made, led by Yosu Arangüena and Cristian Rocha, has won the Jose Cuervo Especial tequila account. After two years working for Casa Cuervo with its Kraken and Boost products,the agency adds the flagship brand to its clients portfolio.Other clients are Fiat, Alfa Romeo, Kraken, Boost, Dormimundo, Playboy, Stabilo, Baby mundo and Museo de Memoria y Tolerancia.
- “Siblings”/ Go-Gurt, General Mills
Bromley multicultural agency has released its latest commercial for the kids’ yogurt brand Go-Gurt, of General Mills, before closing its offices on July 31, after almost 34 years of publicity work. The effort was directed by Santiago Chaumont, of Madrefoca producer. ”Siblings” shows the fanciful confrontation between a giant teddy bear and a masked warrior, with imagination as the core of the message.