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.
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HP has consolidated its US$600 million global media assignment with Omnicom’s PHD, Mediapost reports. PHD is the company’s traditional media agency and now has added the firm’s global digital media assignment. There was not a formal review.WPP’s Essence was the digital media incumbent.
- “Keep Walking México” by Johnnie Walker
The agency La Doble Vida has released its latest campaign for Johnnie Walker called “Keep Walking México”. The agency led by Manuel Camacho won the account five months ago and this is the brand’s first local campaign in five years. Following the electoral effect in the United States, the dollar behavior and the gasoline price, among other factors, Mexicans began worrying about other things and Johnnie Walker has noticed that. The brand found a positive attitude among Mexican consumers regarding those difficulties. The new campaign seeks to stand out Mexican values especially among young Mexicans, inviting them to take the future into their hands and take action, and see all opportunities despite of the crisis. Mexico is one of Johnnie Walker’s five most important countries.The spot was under Daniel García and Manuel Camacho creative direction. In addition, the multiplatform campaign has tv, OOH, content, use of networks and PR. KTBO and Trensetera collaborated as specialized agencies.
Fiat Chrysler Automobiles NV plans to begin producing a Jeep Wrangler-based pickup truck in late 2019, the head of the Jeep brand said.That truck does not have a name yet, but Jeep head Mike Manley and Fiat Chrysler CEO Sergio Marchionne are considering some historical Jeep names.Jeep will launch a new Wrangler SUV in the fourth quarter this year, Manley said. Fiat Chrysler is spending US$700 million at its Toledo Assembly Complex to retool the north plant to produce the new Wrangler.The Grand Wagoneer could be sold in certain global regions such as the Middle East, China, Latin America and some Asian markets. Analysts expect the luxury Grand Wagoneer will compete with SUVs from brands such as Range Rover.The company expects Jeep this year to exceed its 2016 global sales of 1.4 million vehicles.
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Cross-border shopping leader iguama announced it has expanded its online shopping mall operations into Mexico, securing a larger share of e-commerce space which now totals seven countries in Latin America. The launch allows customers in Mexico access to iguama’s online retail partners, which include Overstock.com, Target, Juicy Couture, BCBG and many more.Founded in 2014, iguama, a cross-border shopping mall, offers savings on thousands of U.S. retail brands, while providing a secure cross-border shopping experience. All local customs, taxes and shipping are handled by iguama, removing international barriers from customers and guaranteeing delivery.According to the Latin American E-Commerce Report, Mexico is a leader in e-commerce and has substantial potential for online retail growth, with forecasts of us$11 billion in sales by 2018.
- BlueFocus & 24×7 Comunicacao
BlueFocus International, a wholly-owned subsidiary of BlueFocus Communication Group, and 24×7 Comunicacao, one of Latin America’s leading PR and communications agencies based in Sao Paolo, Brazil, announced a strategic partnership between the two companies.The partnership consists of co-development of cross-border marketing, business development opportunities and knowledge sharing enabling the companies to provide highly targeted and localized PR, communications and marketing solutions for global brands and organizations in China, Brazil and Latin America. As part of the extensive agreement, 24×7 Comunicacao has also entered into a partnership with BlueFocus eCommerce, a BlueFocus Communication Group company, to deploy eCommerce enablement solutions for Brazilian manufacturers targeting the rapidly growing and expanding Chinese eCommerce market. 24×7 Comunicacao will engage in sales and marketing work to promote the services and serve as the first line of contact with Brazilian companies. BlueFocus eCommerce will conduct all primary China-side web enablement, ecommerce marketing and storefront management while BlueFocus International will provide China market analysis, market entry strategy, PR, communications and marketing services to Brazilian businesses.
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