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 ::: Sony Mobile ::: Wieden & Kennedy – Yoplait ::: Tecate – Nómades :::
- SC Johnson
SC Johnson has put its global media-buying duties up for review. This follows the company’s January decision to award Omnicom Media Group’s PHD global communications planning duties after a review that also included the media-buying incumbent Maxus, part of WPP. The planning assignment covers approximately US$300 million in brand expenditures and is managed out of PHD’s Chicago office.The company’s global spend have been as high as an estimated US$1 billion in recent years.Both PHD and Maxus are believed to be in the latest review. A decision is expected later this month. SC Johnson brands include Pledge, Ziploc and Shout, among many others.
- Sony Mobile
Sony Mobile has released a new global brand campaign, which will have an equivalent marketing spend to the launch of its Z3 handset.It comes just weeks after Sony’s chief executive Kazuo Hirai told the BBC there was “no guarantee” for its mobile or other divisions. In its most recent quarter, operating profit was 182 billion yen (US$1.5 billion), up 2.2% on its previous forecast, as it was boosted by its PlayStation division and its cost-cutting exercise.To help achieve that growth, a new global marketing campaign created by advertising agency Adam&EveDDB launches on Thursday. Cherry said the Z3 is fast becoming its “best selling smartphone ever” but that is not enough to achieve its goals.
Wieden & Kennedy has been chosen agency of record of the the General Mills’ Yoplait brand. Saatchi & Saatchi, part of Publicis Groupe, that was in charge advertising of the product, will continue working with other General Mills brands such as Cheerios, Progresso, Green Giant and Fiber One.
With the overall creative direction of Pablo Batlle, Nómades presents its new campaign for Tecate Fútbol. It consists of four fragments: “Yerno”, “Amigos”, “Obsesivo” y “Optimista”. The campaign is aimed to shows that differences between men are resolved in the soccer field.