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Sales Leads Panregional: Publicis Groupe, Pfizer Mexico, Spain, Anheuser-Busch InBev

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.


  • Publicis Groupe

Publicis Groupe announced that it has acquired a minority stake (5%) in Taterka Comunicacoes (Taterka), an advertising agency based in Sao Paulo, Brazil.

The agency, established by Dorian Taterka in 1993, is currently in 18 countries in the Latin America region. With 120 professionals, Taterka is a full-fledged agency, offering services to a broad range of international and Brazilian clients, including McDonald's (in Brazil and 17 other Latin American markets), Natura (in Brazil and in 4 other Latin American markets), Credit Suisse, BMW, Bayer (men's health), Bosch (institutional) and Saraiva Bookstore (largest bookstore chain in Latin America). Taterka will continue to operate on a stand-alone basis and will not be aligned with a Publicis Groupe global advertising network.

  • Pfizer Mexico

Beatriz Romero has been appointed by Pfizer Mexico as marketing manager for Viagra. Romero's goals are to strengthen the growth of Viagra on the market and also maintain its current leadership position in the category. Beatriz Romero has a great experience working for the pharmaceutical industry, both in ethical drugs as nonprescription drugs.

  • Spain

Spain’s Secretary of State for Tourism, Mr. Joan Mesquida has introduced the creative for the new international campaign; “I Need Spain”. The campaign seeks to consolidate Spain’s leadership in leisure tourism, position Spain as a first tier destination for cultural tourism and diversify the country’s tourism demand, in terms of origin markets, tourist products and seasonality.

The campaign will be introduced to more than 40 countries, with a target audience of 400 million, compared with 100 million for the previous campaign “Smile, You’re in Spain”, which was launched in 2005. The launching of the new campaign will begin with a rotation on the main international television networks (CNN, FOX, National Geographic, Eurosport). At the same time, an on-line campaign will be integrated in. Moreover, International events like the Soccer World Cup will be used to increment the media presence and have a greater reach and notoriety.

  • Anheuser-Busch InBev

Belgian-Brazilian-U.S. brewery giant Anheuser-Busch InBev with flagship brands as Budweiser, Stella Artois, Beck’s, Michelob, Bass, Labatt, and St. Pauli Girl, AB InBev boosted advertising spending by 20 percent in the final quarter of last year alone, and has not stopped since. 

After its $52 billion purchase of Anheuser-Busch in 2008, AB InBev—known for its cost cutting—is currently giving attention to rebuilding its existing brands and aiming for a marketing-driven growth.

Following last year’s release of Bud Light Golden Wheat and Budweiser Select 55 in the U.S. market, new varieties of its Antarctica and Bohemia brands in Brazil, and a new Budweiser marketing campaign in the U.K., AB InBev recruited Madonna and Pussycat Doll Nicole Scherzinger to promote its Brazilian Brahma beer on the streets of Rio de Janeiro during last month’s carnival.

The Budweiser brand will be a major player at the 2010 World Cup in South Africa, where it will sponsor the man-of-the-match awards. This will be decided through online and mobile-text voting, an innovation part of a digital media push unveiled on March 26 by AB InBev.

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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