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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::: Publicis – Walker Media ::: VML ::: Habitus Millward Brown ::: GMC ::: 72andSunny – Adidas ::: Publicis Groupe -Expicient :::
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- Walker Media
Publicis is rebranding London-based Walker Media, which it acquired in late 2013, as the first office of a new media agency network to be called Blue 449. Blue 449 will be part of Publicis Groupe’s ZenithOptimedia. Plans call for a total of 17 offices to open around the world through startups or acquisitions by the end of 2015. Miami will be the hub city for its Latin America clients. Blue 449’s goal is to provide a flexible, non-traditional digital alternative for clients.
Global marketing agency VML, part of WPP group, will land in Mexico City and Buenos Aires. The expansion comes after the digital company WPP’s Crossmedia became part of VML. Currently, the network has more than 2,300 employees and 26 offices in different countries. By late March, Crossmedia will be operating as VML. Crossmedia is an integrated digital agency based in Mexico. It has worked for brands such as Bimbo, eBay, LG and Banamex, among others. It is lead by Javier Dorrego (CEO), Andres Sanchez (COO) and Nacho Coste (CCO), who will continue on their duties at VML after the integration.
- Habitus Millward Brown
Millward Brown, a market research firm that belongs to WPP’s group Kantar division, has announced the launch of Habitus Millward Brown in Ecuador. The new entity was created as a result of the acquisition of Habitus, an agency of local and market studies. Carolina Reed, former General Director and founder of Habitus, will serve as CEO of the company.
72andSunny has been named the global agency for Adidas’ sports business.The MDC agency will be responsible for creative for global brand campaigns for the company’s basketball, running, soccer and women’s efforts, much of which had been handled by Omnicom’s 180LA.180 was founded in Amsterdam in 1998 by former employees of Wieden & Kennedy, which handles Nike work, in part to work on the Adidas account.Adidas works with a roster of agencies around the world, including Johannes Leonardo, which is the lead agency on Adidas Originals, and Carat, which is the media agency.The sports account did not come to 72andSunny through a review. Ryan Morlan, VP-global brand communications at Adidas, said that the company approached the agency to work on future business, in part because it was impressed with 72’s work on clients like Samsung.The agency will handle the account out of its Los Angeles and Amsterdam offices.In January, the agency picked up the global account for Unilever’s Axe brand.Adidas, which also owns Reebok and the Taylor Made golf brand, spent about US$50 million on U.S. measured media in 2013, according to Kantar Media.
Publicis Groupe is increasing its commercial capabilities with the acquisition of agency Expicient. Terms of the deal were not disclose.Expicient, that employs around 250 people, will be integrated into the Publicis.Sapient chain, with Rosetta agency. Publicis and Expicient agencies had previously collaborated on a number of global business assignments, including Staples, Target, Kroger, Fast Retailing, Marks & Spencer, Belk and Ralph Lauren.