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Sales Lead Panregional: YPF, Electronic Arts, Aviva, Unimed, Sara Lee…

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.


  • Electronic Arts (EA)- Mexico

Electronic Arts (EA), the video games distributor and production company has appointed Carat Mexico as its lead agency in charge of its communication efforts. Carat Mexico will be responsible for the media buying and planning for EA's panregional and local Latin American campaigns for all media types. Tomorrow we are  going to publish an interview with  Santiago Duran, Managing Digital Director, in our Tuesday's Marketer Interview regular feature.

  • YPF – Argentina

YPF has appointed Starcom to handle its Argentinean advertising account. Starcom will be responsible for handling YPF´s media planning and buying across Argentina.

  • Aviva – Global

Aviva is holding a review of its global advertising arrangements for its investment division.  Aviva, which spent usd 18.8 m on direct marketing last year according to The Nielsen Company, currently uses Abbott Mead Vickers BBDO (AMV BBDO) for its advertising. The relationship will not be affected by the review. 

Aviva uses a number of agencies for its direct marketing activity including Proximity, Chemistry and CMW. The financial giant appointed CMW to its global direct marketing business for its investment division, following a competitive pitch in November last year. ZenithOptimedia currently handles Aviva’s media planning and buying account.

  • Sara Lee – Brazil

Sara Lee, the multinational company specialized in the Brazilian coffee market , has appointed Talent as the lead agency on its ad account. The appointment ends AlmapBBDO’s 10-year status as Sara Lee’s lead agency.

  • SportClub – Argentina

Delriofont has been chosen by SportClub, the Argentinean gym chain. Delriofont will be responsible for SportClub´s brand business and the campaign for its new gyms in Pilar, Las Palmas, Ushuaia, Tortugas, Open Mall and Parque Rivadavia.

  • Volkswagen- Europe

Volkswagen is reviewing its European advertising arrangements in order to create a new roster of agencies pitching for projects alongside the brand's 42-year incumbent DDB. Two major UK agencies are pitching for a place on the VW European roster as well as three other agencies based in Italy, Germany and Spain.  

The roster agencies will compete, alongside DDB, for projects running internationally. The review is being led out of Germany and co-ordinated by Agency Assessments.

  • Unimed – Brazil

Unimed Brazil has appointed F/Nazca S&S to handle its branding business. Unimed had worked with the agency three years ago. F/Nazca will be responsible for changing the image of the company.

  • Heineken – Global

Heineken is raising its investment in social media-related marketing, with the upcoming launch of a Facebook store that sells branded merchandise. This is part of a wider strategy by the brewer to use the web to develop its global presence.

Online Directory of Corporate Marketers and Media Buyers/Planners targeting Latin Americans

An interactive online directory. with detailed contact information of more than 500 Leading Agency and Marketing/Advertising Directors who are targeting Latin Americans and/or consumers in the Latin world.

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