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Sales Leads Panregional: Sony Playstation, Axe, Movistar, Yahoo…

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.


  • Sony PlayStation

Sony Computer Entertainment America has picked Saatchi & Saatchi, working with the network's U.S. Hispanic agency Conill, to introduce PlayStation to consumers in Latin America. PlayStation has been available in the region, but the company's focus until now has been more on Europe and North America. Pablo Del Campo Creative development for the PlayStation account will be led from Argentina by Del Campo.

  • Axe

Axe launched its first fully digital campaign. "Get In There" is a holistic online and mobile experience rooted at The campaign aims to respond to the challenge of digital being the enemy of the Axe effect. The central website has partnerships with the likes of YouTube, Bebo, FHM and Flickr. The campaign also features downloadable mobile applications that turn the humble handset into a pulling tool. These can be shared via cross promotions, text shortcodes and viral texting. Portugal is among the targeted countries. Mindshare Interaction is the media agency for the brand.

  • Movistar

Movistar will kick off an advertising campaign in a number of leading Argentinian print and electronic media in early August, combined with an introductory discounted offer of USD 2.50 for unlimited use of the service during the first month. The campaign supports the launch of  a mobile service for Windows Live Messenger based on Synchronica’s Java-based client for this popular instant messaging (IM) application. The affordable service called Windows Live Messenger Java enables subscribers to experience the full functionality of Windows Live Messenger on their mobile phones by downloading Synchronica’s Java-based client from the Movistar website.

  • Yahoo

Yahoo has confirmed that it is reviewing its global media account. Mindshare currently handles traditional global buying and Neo oversees the digital buying duties. It is not yet known which agencies will be participating in the pitch. It is not known how much the account is worth. However, last’s years 18-month-long “It’s You” campaign is believed to cost around $100m. Read more here.


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