SALES LEADS: Volaris, MetLife, MillerCoors…

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Multicultural consumers right now.

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  • Volaris

Mexican economy airline Volaris announced in May that it would offer new daily nonstop air service from San Antonio to Mexico City starting Sept. 15. The flight was celebrated at Gate A7 with music and food from La Gloria. San Antonio has managed to corner the market on Mexico, with more than double the amount of flight capacity to Mexico than Austin currently offers, and with 1,000 daily seats to Mexico, 600 of those into Mexico City.Mexican carrier Interjet already offers two daily flights on weekdays from San Antonio to Mexico City. Aeromexico offers one daily flight. San Antonio International Airport also offers direct flights to Monterrey and, on a seasonal basis, Cancun. According to Volaris’ Revenue Manager Juliana Ramirez “This is the Hispanic market connecting between Mexico and the U.S., but also we are looking at a lot of leisure and business travelers as well.”Texas represents a key market for Volaris, due to its sizable Hispanic population, and Juliana Ramirez looks for all seats on Volaris flights bound for Mexico and back to be full.Prices, one way, will start at US$99, so the round-trip fare will be around US$200.

  • MetLife

MetLife has appointed GroupM’s MediaCom as its new U.S. media agency following a review that included various agencies. MediaCom sibling MEC (in the process of merging with Maxus and becoming Wavemaker) which the incumbent on the business did not defend. The agency held the U.S. account for about two years. MetLife spent approximately US$57 million on ads in 2016.The account will be handled out of MediaCom’s New York office.





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  • MillerCoors

MillerCoors has selected Alma DDB to handle creative duties on Mexican brew Sol, a brand the company is taking over from Heineken, according to Adage. MillerCoors expects to give the brew significant marketing support as the beer brand is MillerCoors’ gateway to the Mexican import category. Earlier this summer, MillerCoors struck a deal to assume distributing, marketing and selling rights on Sol for a 10-year period, effective Oct. 1. Sol’s official launch under MillerCoors is planned for March.Heineken, on the contrary, prioritized its two larger Mexican brews, Dos Equis and Tecate. While Sol is the fifth-largest beer brand in Mexico, founded in 1899, it represented less than 1% of Heineken USA’s volumes, according to a Evercore ISI. Last February, MillerCoors moved its media buying and planning business from Interpublic to Publicis Groupe.



  • Havas Media

Havas Media has launched its out-of-home division Adcity in the U.S., following its rollout in Europe, Asia and Latin America.The shop’s U.S. operation will be based in New York and will be aligned with Havas Media here to serve U.S. clients.The Adcity platform integrates consumer socio-demographic, behavioral, mobility and media data to help clients optimize campaigns in near real-time.The firm has also extended its existing strategic alliance with ProjectX, an OOH ad-tech platform focused on buying audiences (not sites), to the Adcity U.S. operation. The two companies have been working together in other regions since 2015.


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