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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::: Dell ::: Shackleton – Kidzania – America Solidaria ::: Mullen Lowe Group ::: Citi ::: Coca-Cola’s “Inseparable” ::: Fisher-Price – 360i :::
- Dell/ Global
Dell has debuted ‘Future Ready’ , a new b-to-b campaign created by Y&R New York and VML New York aimed at the enterprise market. The multi-million dollar campaign debuted with a 30-second TV spot called “Beat Again,” which shows how technology helps a little girl in need of a heart transplant receive a new organ from a donor.In the TV spot, a mom is awakened by an alert on her tablet, and she wakes up her sleeping daughter for a journey to the hospital. Along the way technology assists them, from a wristband monitoring the girl’s health to secure cloud services storing her genetic data to a databank that finds the perfect donor match. At the end of the spot, a voice-over says, “and the mom who gets to hear her daughter’s heart beat once again.”A 60-second version will run online on sites including CNBC, CNN and YouTube, as well as more targeted IT sites.The campaign includes social media, mobile and out-of-home placements, and will continue to roll out with new executions during the year. The ads drive users to a microsite, where they can learn more about Dell’s technology solutions for businesses.
- Shackleton /Chile
Chilean agency Shackleton has won the Kidzania and America Solidaria accounts. The former is a company of educational playgrounds, while the latter is an NGO that fights against children poverty. For the NGOs, the agency will only handle the digital account, while for Kidzania will handle all communications. This two new brands will be added to the agency’s portfolio, which include Coca Cola, CMR Falabella, Entel, Nestle and Banco Falabella.
- Mullen Lowe Group/Global
Interpublic Group of Cos. is bringing Mullen and Lowe & Partners together to form Mullen Lowe Group.Alex Leikikh, Mullen’s CEO, will become worldwide CEO of the Mullen Lowe Group. Lowe Campbell Ewald and its clients will continue to access the international network as required. The agency will operate independently within the Mullen Lowe Group.
Financial services company Citi, which includes Citibank, is about to conduct a global media agency consolidation review.Incumbents include MEC, which has handled Citi’s U.S. media planning and buying since 2007. Both shops are expected to defend.The firm spent US$1.8 billion on marketing and advertising in 2014 and 2013, according to the company’s latest 10-K SEC filing. The firm did not spell out what portion of that was allocated to media spending. In the U.S., Citi spent US$332 million on ads in 2014 — down about 8% from the US$362 million it spent in 2013, per Kantar.The move follows a number of big media agency reviews that are ongoing. Others include reviews by Coca-Cola, L’Oreal, SC Johnson and Visa.
- Coca-Cola’s “Inseparable”
Getting closer to Mother’s Day, Coca-Cola is launching a new video called “Inseparable,” an interactive experience designed to tug at the heartstrings of both mother and child. It celebrates the remarkable, emotional journey of mothers and daughters, and ends with a simple message: “This Mother’s day give mom the gift she wants most. Call her.”The interactive video focuses on the unbreakable bond between mother and child, and takes viewers through the ever-changing, loving, and sometimes tumultuous relationship between mothers and daughters. During the video, viewers can toggle between the perspectives of mother, daughter and grandson allowing them to see through the eyes of each character. Upon finishing the Mother’s Day video, viewers in the U.S. and Puerto Rico are prompted to surprise their mother with a free, 3-minute phone call to anywhere in the world.
Fisher-Price has introduced the new parenting awards “festival,” The Mommys created by 360i for Mother’s Day . The global social campaign rolling out in 15 countries invites Facebook users to celebrate accomplished moms by “virtually” rewarding them with one of six toy-like trophies — including an airplane with a spoon for a nose (“Super-Sonic Spoon Feeder”) and a toilet on a cake (“Potty Independence”).Each is based on a familiar stepping stone of early childhood. Users bestow an award on friends by sharing it on Facebook with the hashtag #TheMommys. “The Mommys” are part of the brand’s “Best Possible Start” platform centered around early childhood and the idea that kids’ best starts begin with Mom and Dad. The awards, launched last week and running through Mother’s Day, already have had a side effect of nurturing meaningful dialogue between parents on the Fisher-Price timeline. One of the challenges of the campaign for both client and agency has been staying tuned into the fanbase of 2.9 million Facebook users. ”