Sales Leads LatAm is a summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.
- LATAM Airlines Group
Interpublic Group announced that Graphene, a customized team of talent and resources from a range of Interpublic Group agencies, led by McCann Worldgroup and IPG Mediabrands, has been selected by LATAM Airlines Group to continue as its global marketing agency.Graphene has served LATAM since 2015 in 13 markets like Australia, Mexico, the United States and countries in South America and Europe, and the new multi-year assignment will cover all marketing needs from brand strategy and creativity, to digital marketing, performance, CRM and content development across all the airline group’s markets. The dedicated IPG team retained and expanded the relationship after a competitive pitch, which included multiple globally-integrated marketing firms.
Duracell has called a global review of its media planning and buying business.Publicis Media’s Starcom is the current incumbent.The review is being managed by ID Comms.
The Clorox Company, the consumer goods manufacturer, is tapping the power of brand purpose as it seeks to connect with consumers in Latin America, Warc has reported. Catalina Abadia, brand engagement lead at The Clorox Co., discussed this subject at the 2019 Festival of Media Latin America (FOMLA). According to Abadia, an important driver of success involves demonstrating how the organisation’s brands fulfil a core underlying mission.Cleanliness is a brand attribute that needs to be included in the Clorox messaging, according to Abadia.Marketing efforts that show “men and women together” taking joint responsibility for keeping – and thus enjoying – a clean house.A related case in point involves a campaign that ran in Argentina earlier this year that tackled this issue – and built on a tongue-in-cheek expression that whenever a man does domestic chores, he “deserves a monument”Building on this theme, Abadia suggested that programs of this type elevate Clorox’s brands from being just a product to having a clear purpose.
- Softbank Group Corp
Softbank Group Corp said its Latin American fund is investing 580 million reais (US$138 million) in e-commerce software provider VTEX, together with Brazilian funds Gavea Investimentos and Constellation Asset Management. VTEX provides e-commerce support in Latin America for clients including cosmetics brand Boticario, cellphone maker Motorola and appliance maker Electrolux.Its founder and CEO, Geraldo Thomaz, said in a statement that the proceeds will be used to expand research and development, including new artificial intelligence software for e-commerce.The investment is the latest in a series of bets on Latin American technology startups from Argentina to Mexico by SoftBank’s US$5 billion fund dedicated to the region.