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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::: SC Johnson – PDH ::: FCB México – Sal de Uvas Picot ::: IHOP/Mexico ::: Renault – Publicis Chile ::: Don Conect :::
- SC Johnson
Omnicom’s PHD has won SC Johnson US$600 million Buying Assignment following a review.Maxus, part of WPP’s GroupM was the incumbent.PHD will handle global media-buying duties. The planning assignment covers approximately US$300 million in brand expenditures and is managed out of PHD’s Chicago office.The broader buying assignment is significantly bigger. Estimates for the company’s global spend have been as high as $1 billion in recent years, although sources indicated that going forward it will about $600 million globally with about $300 million allocated to the U.S.The household products giant said that PHD will work with both of the company’s creative agencies, including sibling shop BBDO and Ogilvy, part of WPP. The company continues to work with both creative agencies globally.SC Johnson brands include Pledge, Ziploc and Shout, among many others.
- FCB México/Sal de Uvas Picot
The new Sal de Uvas Picot “Locos por la comida”communication campaign has been on air since March. The new campaign shows all these crazy stuff Mexicans do, almost without realizing about it, for food.Sal Uvas Picot wants Mexicans to share their own “crazy”histories or others about food on its digital platform, as the new campaign will have a strong presence in digital media.The spots were made by directors and Gabilú Lara and Norman Christianson, with Salvador Parra assistance, an Art Director that best portray the beauty of Mexican reality. Sal de Uvas Picot’s team was made up of Enrique Baranda, Grouper OTC, and Miguel Angel Lambarri, brand Manager.
IHOP, a successful restaurants chain in the US and Mexico, has announced the opening of its first branch in Puebla, in Angelópolis Mega Mall on Niño in poblano Blvd 2501, on May 12. It is estimated that the chain will bring major economic benefits for the town and the state, generating direct and indirect jobs for residents, plus investment of just over one million dollars to build Puebla’s first restaurant. IHOP, is a new concept of breakfast, lunch and American style dinners that combines a wide variety of dishes ranging from his famous “pancakes” menus to full meals. The new building has been designed and divided into separate spaces to suit different tastes and needs of its customers.
- Renault / Chile
Renault has been added to Publicis Chile portfolio of brands. Diego Reyes Naranjo will be the DC responsible for the account and will report, along with his team, to Rodrigo Figueroa Puratic, DGC of the agency. The agency will only handle ATL communications for the brand. Publicis Chile brand portfolio includes Nescafe, Movistar, Polo Ralph Lauren, McDonald’s and Sodimac, among others.
- Don Connect / Argentina
Don Connect is Don’s new business unit of Don. It will be led by Mariano Ricciarelli and will provide project services for well-known brands.This new business unit has a multidisciplinary team of specialists in innovation, technology, creativity and strategic planning and will work independently from Don.