A summary for 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.
British Airways-Iberia ::: Siemens ::: Cepas Argentinas – Argentina ::: General Electric- Global ::: SCA – Global ::: Smirnoff – Global
- British Airways -Iberia
British Airways and Iberia announced that Carat is their new global media partner. The agreement will take effect from October and November respectively. Carat, part of Aegis Media, will manage both airlines’ global media planning and buying – with separate teams working on each account independently. British Airways head of marketing, Abigail Comber, said: “We are delighted to welcome Carat on board. They are a great fit for the brand going forward, to deliver business value.” Iberia’s head of Marketing, Carolina Martinoli, said: “We are looking forward to working with Carat in the many marketing projects we have ahead, from the new commercial initiatives, improved long haul product and the relaunching of Iberia’s brand. They have impressed us with their international reach and knowledge and we are excited about the opportunities ahead.”Carat will join British Airways’ agency roster, which includes advertising agency BBH and digital media agencies 12th Floor and OgilvyOne. They will work on brand and marketing projects, which include the current ‘To Fly. To Serve.’ campaign. Iberia will continue to work with its creative agency Ogilvy and Mather, as well as Ideup and Reprise as digital consultants.
MediaCom won Siemens AG Global Media Account away from PHD. Siemens, the German-based company specializing in energy, technology and health care spent about $46 million on U.S. measured media in 2012, according to Ad Age. Incumbent PHD, a unit of Omnicom, had the global account since 2008. The shift comes as Siemens is beginning a campaign with PHD and DG MediaMind aimed at increasing Siemens brand awareness. HorizonMedia continues as global media agency for Siemens Enterprise Communications, the telecom company, which operates separately. This is the second client MediaCom won away from PHD this summer. In June, Sony selected MediaCom for its global mobile media account.
- Cepas Argentinas – Don – Argentina
Argentinean agency Don has been chosen by Orfila wines to manage the account in the country.
- General Electric – Global
General Electric (GE) has split its estimated $200m global media planning and buying account between WPP’s MEC and Omnicom’s OMD. OMD has retained the account in the US and MEC will be in charge of the media planning and buying duties for the brand across all international markets, including search engine marketing duties.
- Smirnoff – 72andSunny – Global
Diageo’s Smirnoff vodka brand has tapped 72andSunny to handle its global creative duties, ending a 13-year relationship with WPP’s JWT.
The agency will be tasked with leading the global creative direction of the brand, including brand extensions including Smirnoff Ice.
- SCA – Global
ZenithOptimedia will be now in charge of the global hygiene company SCA account. The agency will be in charge of media communications across 46 markets, including Mexico. The account will be led from ZenithOptimedia’s global headquarters in London, with local strategy, planning and buying handled by the network’s offices.
ZenithOptimedia will provide a range of integrated media services including research and insight, communications planning, media planning and buying, ROI measurement and evaluation.
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