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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::: LATAM Airlines Group – Interpublic Group ::: Pullmantur – Vizeum ::: El Banco Industrial – Innovation Media ::: Grey Latin America – Nexos Publicidad ::: Pereira & O’Dell – Timberland ::: Kiwi tour – ‘Bike Ecuador and Colombia’:::
- LATAM Airlines/LatAm
LATAM Airlines Group, which operates the LAN and TAM brands, has chosen Interpublic Group as its new global agency network for markets in the Americas, Europe and Oceania where the company operates.Five large agency holding companies participated in a competitive review, which began in March of this year. The selection process considered the presence of each agency’s network in the region where LATAM Airline Group companies operate.LATAM’s new marketing and communications partner will be responsible for planning, creative, media, performance, social networks and CRM in the 24 countries where TAM and LAN currently operate.The IPG team will be led by McCann Worldgroup and IPG Mediabrands, and includes talent and tools from McCann, Initiative, Reprise, Cadreon, MRM//McCann and Craft, as well as from a senior IPG corporate executive.
The Spanish cruise line Pullmantur, owned by Royal Caribbean Cruises, has announced that Vizeum, which belongs to Aegis Dentsu Network, is the media agency chosen to promote Antilles and South Caribbean in Latin America. The campaign will be held in Argentina, Chile , Uruguay, Paraguay, Bolivia, Ecuador, Peru, Colombia, Venezuela, Panamá, Costa Rica, Mexico, Honduras, Nicaragua, El Salvador and Guatemala, between September 2015 and April 2016. The main media in which it will develop will be press, OOH and video to activate digital and social networks. This destination starts and ends in Panama, and is available at Colón, Cartagena de Indias, Curaçao, Bonaire and Aruba ports.
- El Banco Industrial/ Argentina
The BIND(Banco Industrial) has re-elected Innovation Media to continue providing strategy services, buying and negotiation of offline and online media. The agency, created in January 2014, has among its clients Saenz Briones, CCU Argentina, Genomma Lab, La Paulina, Staples and Cámara Argentina de la Sidra.
- GREY LATIN AMERICA
Grey Latin America has announced its official affiliation with the Panamanian agency Nexos Publicidad, as part of Grey Latin America’s plan to strengthen its network within the region. Nexos is part of Star Holding, the biggest group of advertising and communications firms in the Panamanian market, which maintains a solid relationship with the WPP Group through the representation of several WPP brands. Thus, Grey Latin America reaffirms its commitment to the region and the expansion of the network. Nexos Grey is both a dynamic and strategic advertising agency with over 30 years of experience. Some of Nexos Grey’s most distinguished clients are Copa Airlines, Ford, Lincoln, Banco Ficohsa, Tempo Design and TeleRed.
Pereira & O’Dell has been named the new global creative agency for clothing and footwear brand Timberland after a review.The agency will manage the account out of its New York office, which will be responsible for brand and seasonal strategy across multiple channels including digital, print and outdoor, according to a statement.The brand in 2013 launched a rebranding called “Best Then. Better Now.”Pereira & O’Dell, according to the company, will develop bold, innovative campaigns with these findings in mind to further Timberland’s evolution. Work is expected to launch in Spring 2016.Last year, Timberland, which is owned by VF Corp., named MDC Partners’ Assembly as its media agency as the company sought a more digital-centric strategy. The company in recent years has not have a global agency of record. VF Corp. spent a total of about US$123.2 million on U.S. measured media last year, according to Kantar Media. Its biggest brand by spending is Lee, which had close to US$41 million in measured media spend. Wrangler is the second biggest spender with about US$31 million. Timberland, according to Kantar, is on the smaller end of the spending spectrum, with about US$10 million spent on measured media in the U.S. in 2014.
- Kiwi tour/ LatAm
Kiwi tour firm launches unique ‘Bike Ecuador and Colombia’ cycle tour.A New Zealand tour operator specialising in South American trips has successfully pioneered a new month-long cycle tour of Ecuador and Colombia.Latin Link, run by Wanaka-based Gary and Francis Tate, has been running tours to the continent since the early 90’s.As a long-time mountain biker, Gary had ridden parts of Ecuador in 2013, and had visited Colombia a number of times.Mr Tate says that in fact the fully-guided tour had been a long time in the planning; issues to overcome included “finding decent quality bikes” in the two countries, and “being able to link all the stops together in a cost-effective manner. “