Costa Rica


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.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: Cafe Britt / Costa Rica ::: Duff Beer/ LatAm ::: GSK/ Novartis/ Global ::: “Estrategia”/Argentina ::: Mediacom/Uruguay :::

  • Duff Beer/ LatAm

descarga (4)Homer Simpson’s beverage of choice, Duff Beer, will soon hit store shelves in Latin America. The iconic fictional brew will initially be offered in Chile, with plans to roll out to more of South America. “The Simpsons” is extremely popular in Latin America and fake versions of the beer began popping up in South America, many in Chile. Fox’s official product will make it harder for imposters to sell their own versions of Duff. The brew, created for Fox by British brewmaster Paul Farnsworth, will be a premium lager.

  • GSK/ Novartis/ Global

4f04e6a303341df5bbe81beafdf29f33_400x400 fUQmgECF_400x400Pharmaceutical giants GlaxoSmithKline (GSK) and Novartis are reviewing their collective US$1.55bn global media agency roster, following the creation of a joint venture earlier this year.In March, British company GSK and its Swiss rival Novartis announced a new consumer health joint-venture, as well as a number of of asset swaps worth more than US$20bn.GSK last reviewed its media two years ago, diving its then-estimated US$1.5bn global media planning and buying account between GroupM and Omnicom Media Group’s PHD. Novartis used Starcom MediaVest Group for its global media.GroupM, PHD and Starcom all reached the latter stages of the review, with Starcom dropping out of the pitch.GSK becomes the latest major advertiser to announce a review of its media arrangements, adding to the estimated us$25bn-plus currently up for grabs.

  • “Estrategia”/ Argentina

Sin título-1_0With the overall creative direction of Papon Ricciarelli and Gabriel Huici, Agency Don presents FiberTel new campaign to celebrate Friends Day. The effort consists of pieces for TV, print, radio, outdoor, online banners and social networks. Estrategia represents one of the cornerstones in the communication scheme of the firm.

  • Mediacom/Uruguay

Gck7GQ7q_400x400Mediacom has announced the launch of a new operation in Uruguay, after having agreed with local partners who previously were managing the brand. The renewed agency will have a structure and a new management and will be integrated into the structure of GroupM in the country, under Mariana Piriz leadership. Martin Nunez, who was previously part of Mindshare and OMD, is the head of Mediacom Uruguay. He has over 10 years of experience in the area of media.Currentl,y Mediacom Uruguay has a customer base which consists of brands such as GSK, Map virulana, Soni + Vision and Monsanto.

  • Cafe Britt / Costa Rica

G-cM0OmI_400x400Cafe Britt, the Costa Rican company known for their gourmet coffee and direct delivery model, has announced the launch of a new version of their website. Britt enjoys a reputation as innovative and customer-focused and their new website highlights these qualities. The Content Hub allows users to “Experience Britt” by explaining the history of the company, the principles that drive Cafe Britt’s business endeavors, and a blog packed with practical information about coffee.Designed for coffee lovers and created with the consumer in mind, Britt’s new website retains the best features of the old. It’s a new look, with the same exceptional coffee and service behind it.

Publicis Groupe 188Publicis Groupe announced the acquisition of 100% of Bosz Digital SA in Costa Rica and, subject to the approval of local authorities, Bosz Digital Colombia SAS, an important, high-quality media and digital production platform in Central America that has worked closely with a number of Publicis Groupe’s top digital teams in recent years. This acquisition considerably strengthens Publicis Groupe Production Platforms’ integrated and global offering.

Bosz Digital SA, which is headquartered in San José,  Costa Rica, was created in 2009, and its sister company Bosz Digital Colombia SAS, which is headquartered in Bogota, in 2012.

Both companies have been acquired from The Tribu Group. They have a combined staff of over 450, who provide sophisticated production and development services for Web development, software development, interactive graphic design, social and mobile, among other technical capacities. These entities offer high- quality production and are renowned for their efficiency.

Bosz Digital and Bosz Digital Colombia will be aligned with Publicis Groupe’s production division. Their General Manager José Coto will report directly to Philip de Zutter, Global Chief Digital Officer of Prodigious and member of Publicis Groupe Production Platforms’ executive committee led by CEO Jean-François Valent.

This acquisition is part of Publicis Groupe’s strategy to develop as a fully integrated cross-media production platform spanning across nearly 20 locations in Europe and North America, including three centralized platforms. “Over the past years, we have increasingly invested in a variety of production technologies and strategic locations around the world”, comments Jean-François Valent, CEO of Publicis Groupe

“With the acquisition of Bosz, we are more than ever able to service global brands with their increasingly complex production needs across the globe.”

Centralized Production platforms in Latam

Publicis Groupe has been pioneering centralized and integrated production capacities first in Latam and most other parts of the world. It was the first major communications group to create a regional center of production excellence in Central America over ten years ago. Central America and Costa Rica in particular, is an important hub for digital production facilities.  Last month, Critical Mass announced during Portada’s Latam Summit that it is opening it’s Latam Summit hub in San Jose, Costa Rica.  Avventa, which last year was bought by Accenture, also has a major regional digital hub in Costa Rica.

These centers have focused on high-quality realization of particularly demanding digital campaigns. Some 450 people work exclusively for the Groupe at these centers, producing digital assets that are mainly destined for North American and European markets.

“We’ve worked with Bosz Digital and Bosz Digital Colombia for a long time, and we’re consistently impressed by their high standards, commitment to innovation and sophisticated grasp of the newest and smartest technology,” commented Jean-Yves Naouri, COO of Publicis Groupe.

“Integrating the Bosz teams into our Groupe will enable us to extend their high-level services to even more agencies in the Groupe and clients. Our intention is to continue expanding a global platform to serve all key markets of the world.”

He continued, “Sharing this platform is a strategy that cuts costs and boosts our collective expertise and agency agility, as well as speed of integration for new agencies that we acquire. It makes sense for clients and brings the world’s best cutting-edge talent to the whole Groupe.”

The mission of the companies that make up Publicis Groupe’s Production Platforms is to help global brands produce and deliver their messages across the planet by bringing to life creative concepts efficiently as they enter production. Production Platforms are a cross-media and global operation that deploys brand campaigns across any channel, worldwide.

They are technologically driven and able to design and implement enhanced processes in constant search of cost optimization and efficiencies without compromising creativity.

Our full integration of Bosz will continue to extend the agency capabilities to enable the agency brands to effectively compete in the global marketplace.