A summary for Advertising Agencies, Corporate Marketers and Media Sales Executives, to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.
HTC, the Taiwanese smartphone manufacturer, is holding a review of its estimated US $157 million dollar global media planning and buying account. ZenithOptimedia is the incumbent on the media business in Europe, including the UK account, and parts of Asia, including China. The integrated shop Deustch Los Angeles is responsible for media in North America. Initiative plans and buys media for HTC in Latin America. HTC also works with other local agencies, but is expected to consolidate the business into one network. The decision to consolidate global media follows a review of the global advertising account in October last year, which resulted in Mother being appointed as the global creative and strategic lead. Mother had picked up the pan-European account three months earlier from McCann London. In May, HTC also went to the market to find an agency to handle its global social media business. In April, HTC staged the world’s first free-fall fashion shoot on a mobile phone in a global campaign that was masterminded by the creative agency. In Europe, HTC also works with the digital shop Profero and the integrated agency Momentum.
- Comedy CentralLatin America
Comedy Central Latin America, part of the Viacom group introduced a 100% digital and social media campaign.
- L’Oreal Paris
L'Oreal Paris announced a partnership with one of Mexico's most prominent media personalities, Martha Debayle, as the new face for Excellence Creme Pro-Keratine Hair Color. TV and print advertising campaigns featuring Debayle will begin running in September, and appear across the United States and Mexico in both English and Spanish.
SovereignSantander has a new agency and will soon have a new brand, Adweek reports. Arnold Worldwide won the business after a review that included as finalists Mullen and SapientNitro. Boston-based Sovereign was acquired by Spanish banking giant Banco Santander in 2009 and will be rebranded to r Santander by early 2013. The bank has 722 branches in Massachusetts, Connecticut, Delaware, Maryland, New Hampshire, New Jersey, New York, Pennsylvania and Rhode Island. “This is about both overall branding strategy and migrating the Sovereign brand," said Andrew Benett, Arnold’s global CEO, in a statement. The agency’s initial focus will be to establish an American brand strategy and create an internal campaign aimed at the bank's 8,700 associates in the U.S., before rolling out an external campaign in the middle of next year.
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