A summary for Corporate Marketers, 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.
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Tecate – Saatchi & Saatchi New York ::: BlackBerry – Gyro Global ::: Claro – Social Snack Argentina ::: Ford – Blue Hive Argentina ::: Personal y Spotify – Argentina ::: 361 – Avantrip Argentina :::
- Tecate – Global
Five months after losing the Miller Lite account, Saatchi & Saatchi New York won another beer brand. The Publicis Groupe firm has become Tecate’s, a brand owned by Heineken USA, agency of record .The agreement includes Tecate and Tecate Light imort from Mexico, plus all potential brand extensions.
The assignment came after a formal review that lasted three months. The agency in charge of Tecate was Inspire, from Dallas, who had won the account in March 2013. Inspire handled all Olabuenaga Chemistri efforts in USA , which controlled the account in Mexico. But Heineken chose Saatchi & Saatchi to “accelerate brand growth and solidify its place as the fastest growing premium light beer in United States southern markets”.
- BlackBerry – Global
BlackBerry has hired top B2B agency Gyro, to lead its change strategy. BlackBerry chose that firm after a pitch to promote the Passport model, the first device produced under CEO John Chen management. The agency will also be responsible for communicating the new company focus on software and business services.
BlackBerry previously worked with BBDO New York and London. Gyro , which has developed campaigns for HP and SAP, will extend its work to BlackBerry across six offices that operates worlwide.
- Claro – Argentina
Claro Argentina has chosen Social Snack, a member of the IMS Group, as its digital agency responsible for the strategy, creativity and digital production. Havas remains its offline media agency, while SohoSQ is the creative agency.The telcos strategy, which has over 20 million clients in Argentina, is to work with specialized agencies in each category.
- Ford – Argentina
Blue Hive, a WPP Group unit created to handle Ford Corp. communications in the world, has officially started operations in Argentina, under the leadership of Eduardo Parapugna as general manager and Sebastián Castañeda as chief creative officer.
A Detroit-based agency with offices in Europe and Asia, it has reached Latin America months ago with an office in Sao Paulo. Now in Argentina, the company will bring together professionals from various companies within the British group in a new operation of around 70 people that combines all communication disciplines apply by Ford in this market.
- Personal – Argentina
Personal and Arnet clients from now on will have, among other benefits, the ability to access Spotify Premium service through their mobile account or broadband services, due to an agreement between the three companies.
The exclusive partnership will operate only in Argentina, where clients and users will have promotional rates in pesos, special bonuses and preferential benefits, including the ability to access the Spotify Premium account through their Personal mobile service bill and Arnet broadband, even if they do not have an international credit card. The co-marketing agreement will be effective from October.
- 361 – Argentina
Travel agency Avantrip joins the clients’ portfolio of 361 Argentina, led by Pablo Abadie and Coco Mujica. Avantrip is Argentina’s first online travel agency and characterizes for accompany clients throughout their journey, through a reliable technological platform that Argentina 361 will work on to improve its development.