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.

  • Gap – Latin America

Gap, operator of apparel chain, plans to expand in Latin America after its first namesake store in the region topped sales expectations. Gap oppened a store in Santiago, Chile, last October and plans to expand into Brazil, Uruguay, Colombia and Peru.

  • HP – Global

HP is talking to digital agencies about adding a shop to its global roster. HP is not currently thought to have a global digital agency of record. However, Publicis agencies have previously worked on digital projects for the brand.

  • Jaguar – Global

Jaguar has launched a global marketing campaign to brand itself as “something that makes drivers feel alive". The campaign, by agency Spark44, part-owned by Jaguar Land Rover, introduces the luxury marque's "alive" brand positioning, which targets "contemporary and open-minded, sophisticated and daring" consumers.

  • Yell – Global

Yell is reviewing its global advertising account. The review will be overseen by its first global chief marketing officer, Jenny Ashmore. The first phase of the review addresses Yell’s requirements for global advertising creative services, which also includes direct marketing. McCann Erickson is Yell’s incumbent agency in Spain, and Chile, while Mix Comunicaciones handles the account in Argentina. In the US Yell has most recently worked with Gotham.

  • Durex – Global

Reckitt Benckiser (RB) is looking to strengthen its global digital presence of its Durex brand. The company plans to ramp up its digital marketing for the condom and sex-toys brand, as part of its wider ‘power brands’ strategy. RB is seeking a global digital agency to devise a strategy and build a website for Durex, which it acquired in 2010.


Portada Staff

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