Sales Leads Panregional: BioElectronics, Iberostar Hotels Group, NuMobile, Andina…

  • BioElectronics

BioElectronics Corp. (PINKSHEETS: BIEL) announced it has launched a Direct Response Television (DRTV) marketing program of its Allay(TM) Menstrual Pain Therapy product in Latin America. The test phase of the program, which was recently completed, showed strong revenue generation multiples on advertising expenditures and generated significant interest among Latin American women.

As a result of the initial effort, which targeted Colombia, Guatemala, Panama, Nicaragua, Costa Rica, and Mexico, a major expansion is planned over the coming weeks. This expansion will include additional media spends in these countries and the launching of campaigns in Venezuela and Bolivia beginning on March 22nd and in Argentina, Paraguay, and Uruguay on April 1st. BioElectronics plans to aggressively roll out its flag ship ActiPatch product line to these same geographic areas.

  • Iberostar Hotels Group

Iberostar, the Spanish hotels group, has awarded its global media planning and buying account to Initiative. The Mediabrands' network won the business after a pitch against PHD, OMD, Mediaedge:cia and Spanish agency N&C. The incumbent Spanish agency Malla Publicidad did not repitch for the business.

The global account will be lead out of Initiative Spain and covers markets including Spain, the UK, France, Germany, Italy and the US. The business includes research and insight management as well as communications planning, offline and online planning and buying, metrics and evaluation.

  • Tetra Pak

Tetra Pak has appointed Erasmus to handle its global advertising account, previously held by Ogilvy Advertising. The agency will now be tasked with developing an ad campaign across a number of channels to promote the brand. 

Spanning more than 150 countries, the activity primarily targets business leaders and opinion formers, but it is understood the company wants consumers to be aware of its CSR work. Erasmus will focus on the brand's strapline ‘Protects what's good', which, as well as protecting food and drink in packaging, also refers to its environmental efforts.

  • Barclays

Michelle McEttrick has been appointed as chief marketing officer for Global Retail Banking (GRB) at Barclays.

McEttrick, who previously headed up the Barclays account at incumbent ad agency Bartle Bogle Hegarty (BBH), will report to Deanna Oppenheimer, vice-president for GRB. She joins in May. McEttrick led on the development of Barclay's 'Take One Small Step' ad campaign.

The GRB division was created last November, and led to the immediate departure of Libby Chambers as global, retail and commercial banking (GRCB) and Barclaycard chief marketing officer. Michelle Bottomley took on the role of Barclaycard chief marketing officer, while Emmet Burns remained UK banking marketing director and Sara Bennison continued as marketing communications director for retail banking.

  • Andina

Andina reported that 2009 full-year net profits were down by 6.2% to CLP86.92bn (US$161.9mn), while net sales decreased by 9.7% to CLP743.1bn (US$1.39bn). The lacklustre financial performance was attributed to exchange rate losses, the high cost of sugar and the difficult economic environment. However, although sales of carbonated soft drinks are continuing to grow, Andina is having to spend an increasing amount of money on advertising to maintain its growth rate.

  • NuMobile

NuMobile is building a portfolio of security and software solutions for the global mobile computing and smartphone market. Through a roll-up strategy, NuMobile plans to acquire and develop mobile computing solutions for a variety of applications, including mobile banking, for the global marketplace. The demand for mobile security and software applications is being driven in large part by the growing number of mobile phone sales into emerging economies that currently do not have substantial access to the Internet via desktop computing. Already in North America, the Company has also forged a partnership in the Chinese market and is developing a plan for the emerging economies of Latin America and East Africa.

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