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Sales Leads Panregional: Wal-Mart, Deutsche Bank, Cerveza Cristal, Industrial Aeronautica…

And MyScreen, Target, Aviva,Piaggio Group, Santander, A&E, Ole Networks, Spirit Airlines. 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.


  • Wal-Mart Stores

Wal-Mart Stores, Inc. announced that Eduardo Solorzano, president and CEO of Walmart de Mexico, has been named executive vice president, president and CEO of Walmart Latin America, where he will oversee Walmart's operations in Argentina, Brazil, Chile, Costa Rica, El Salvador, Guatemala, Honduras, Mexico, Nicaragua and Puerto Rico.


  • Deutsche Bank

Carat has won the estimated £130m global media planning and buying account for Deutsche Bank. The Aegis-owned network won the business after a pitch against the global incumbent, MediaCom, and one other network.

The business includes Europe, the US, Latin America and Asia-Pacific. The review kicked off in September last year. The WPP-owned MediaCom originally won the global media account for Deutsche Bank after a pitch in 2002. The account was previously held by Universal McCann.

Deutsche Bank announced at the end of last year that it would be looking to increase its standing in US and Asian equities and commodities trading as part of its recovery from the financial crisis. The company has offices in major financial centres such as London, Moscow, Toronto, New York, Sao Paulo, Singapore, Sydney, Hong Kong and Tokyo. The bank is currently investing in growing markets, such as the Middle East, Latin America, Central and Eastern Europe and Asia-Pacific.


  • Cerveza Cristal

Chile's largest brewer, Compania Cervecerías Unidas, has appointed VBAT to relaunch the country's biggest beer brand, Cerveza Cristal.

The brand development agency has created a brand identity for the beer that includes a new bottle design, with a crystal mark embossed in the foot of the bottle.

VBAT, which is no newcomer to the international beer market and has Amstel, Heineken and Maes among its clients, won the business after a pitch against two Benelux and one UK agency.

The brand identity is being rolled out across trade marketing, POS, digital, promotions, sponsorship and advertising. Compania Cervecerías Unidas, which operates mainly in Chile and Argentina, is the largest Chilean brewer and the second-largest brewer in Argentina. The company also has licensing agreements with Heineken, Schweppes and PepsiCo among others.


  • Industrial Aeronáutica

Industrial Aeronáutica, or Indaer, an aerospace maintenance, engineering and technical services company unveiled its new sales and marketing organization. Mr. Jovani Idrobo is appointed as Director, Commercial Services. Based in Medellin, Colombia, Mr. Idrobo will be responsible for all of Indaer’s marketing programs, and for customer relationships in Latin America.
Mr. Kurt Arner is appointed as Director, International Sales. He will be based in Switzerland, from where he will be responsible for customer relationships in Europe, the Middle East and Africa.

Mr. Calvin Tuitt joins the company as its Director, North American Sales. Based in Montreal, Canada, he will support Indaer’s marketing activities in Canada, the US, Mexico and the Caribbean.


  • Target

Target is outlining major initiatives for the next decade, the retail giant announced plans to spend $1 billion this year remodeling 340 existing stores, while opening fewer than ten new sites. The renovated stores will offer more groceries. Target, based in Minneapolis, is also developing smaller stores for urban markets and plans to expand outside the U.S., most likely in Canada, Mexico or Latin America.


  • MyScreen

The company has completed testing its mobile advertising technology and integrated its platform with its mobile operator partners in preparation for its commercial launches in its first three Latin American markets: Mexico, Brazil and Argentina.

MyScreen's patent-pending technology delivers full-screen advertisements to the mobile phones of opt-in subscribers and provides them with rewards such as free services, special offers and discounts.

The propensity for consumers in MyScreen's launch markets to sign up to receive mobile advertising is very high. Studies show 65% of all mobile phone users in Mexico, Brazil and Argentina are "moderately to highly" interested in mobile marketing, and 30% are "very likely" to opt-in to receive mobile marketing messages.


  • Aviva

Aviva, the insurance company, has appointed Publicis Groupe's ZenithOptimedia to handle its £150m global media planning and buying requirements, ending a five-month consolidating review process. ZenithOptimedia will now assume control of all Aviva's global media planning, buying and digital activities, previously split between numerous agencies.

The new business win will include the media requirements for the Aviva-owned motoring company RAC. The agency fought off competition from Aegis, Omnicom and WPP agency networks to handle a new account that is expected to make "significant costs savings" across 28 countries.


  • Piaggio Group

Piaggio Group, the owner of the Vespa scooter brand, has awarded its consolidated pan-European media account to Mindshare. The agency won the business after a pitch against undisclosed agencies. The account covers the major European markets, including the UK, Italy, Spain, France and Germany.


  • Santander

Santander has launched a mobile and social media game as part of its integrated marketing campaign to rebrand Abbey and Bradford & Bingley. The bridge-building puzzle game Red Brick can be played via an iPhone app, mobile game and Facebook app. Scores can be shared via Facebook and Twitter. The game, developed by social media agency Marvellous, follows an online rebrand for Santander that included a home-page takeover of the MSN portal.

  • A&E, Ole Networks

A&E, Ole Networks appointed Santiago Herrera as Senior Sales Director Panregional.Herrera, based in Miami, will work closely with advertisers and agencies to provide attractive opportunities for Latin American sales for signals A & E, History Channel and Biography Channel. 

Herrera previously worked at Sony Pictures International and Discovery Networks Latin America, where he built a solid record of sales success and accomplishment for various signals, most recently was Director of Sales and Marketing Alliances at Viacom Latin America, where he oversaw advertising sales for MTV, VH1 and Nickelodeon.


  • Spirit Airlines

Spirit Airlines selected Resort & Residence TV to create an advertising campaign to increase acquisitions for its Free Spirit credit card. Resort & Residence TV will produce and air a Spirit Airlines commercial across its network. Resort & Residence TV will also feature Spirit as a sponsor of one of its vacation travel series. The campaign will begin to roll out the in February and run through June.


Click here, for detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies. In addition to information on more than 2,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).

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