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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.

For prior Sales Leads editions, click here. 

  • Procter & Gamble

American consumer goods giant Procter & Gamble has consolidated most media duties for its North American hair-care business with Dentsu Aegis Network’s Carat following a review, Adage reported. The review included Omnicom’s Hearts & Science, the incumbent on most of the business. Both Carat and Hearts & Science will continue to handle the bulk of P&G’s broader North American media account—business that was awarded after a 2015 review.

 

 

 

  • La Bonita Supermarkets

Last May 19, Las Vegas Lights FC returned home to Cashman Field to face top Western Conference foe Real Monarchs SLC. Fans were able to take advantage of a special offer from the club, in conjunction with one of the team’s proud local partners – La Bonita Supermarkets. Each single-game ticket purchased at any of the six La Bonita locations in the Las Vegas valley came with a free Lights FC scarf.“La Bonita is thrilled and honored for this partnership opportunity with Las Vegas Lights FC, and the impact it is creating within our community,” said Jose Martinez, La Bonita Supermarkets Vice President of Operations. Las Vegas Lights’ Steve Pastorino talked about their deal with La Bonita Supermarkets. While the deal was a boon for credibility in the Latino community for the expansion USL club and their brand, the real success was in getting non-Spanish speaking Anglo fans to go and check out the offerings at the chain.

  • Heineken

Amsterdam-based brewer Heineken, currently the world’s second-largest beer company, has been conducting a global review of the media planning and buying business.Heineken calls the process a “presentation,” but it more closely resembles a closed review between the company’s two global media partners: Publicis Groupe’s Starcom Worldwide and Dentsu’s Dentsu Aegis Network, Adage has reported.Heineken does not expect to consolidate media buying to a single agency, according to sources familiar with the matter.Apparently, this review does not include other brands in the Heineken roster like Dos Equis, Tecate, Newcastle or Amstel Light. Heineken spent US$173 million on paid media in the U.S. in 2017, according to Kantar Media, while the  brand’s global annual marketing budget is approximately US$450 million.

  • Colonial Life

Spanish-speaking consumers can now learn more about healthy living, employee benefits, and other workplace issues on a new Spanish-language consumer site from Colonial Life & Accident Insurance Company.As an enhancement to the company’s two-year-old WorkLife consumer website, the Spanish-language site will feature content on benefits and types of insurance, healthy living, finances and common workplace issues.“This website will be a valuable resource to Hispanic business owners and their employees,” said Dana Bagwell, director in growth markets at Colonial Life. According to the U.S. Census Bureau, the number of Latino consumers will increase 163 percent to 133 million by 2050. Colonial Life is investing in this population by improving the overall consumer experience and targeting high growth areas for Spanish-speakers.

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

  • Ibotta 

Free mobile shopping app Ibotta has appointed Los Angeles independent agency Mistress as agency of record, following a review. Mistress will handle creative, brand strategy, media buying and planning and social media strategy, tasked with developing campaigns to help Ibotta grow in 2018 and beyond.

 

 

 

 

  • Delta Air Lines

Delta Air Lines, Air France-KLM and Virgin Atlantic Limited have signed definitive agreements paving the way forward for their expanded trans-Atlantic joint venture. The joint venture agreement signed by Delta, Air France-KLM and Virgin Atlantic sets out the governance as well as the commercial and operational terms of the expanded trans-Atlantic joint venture.Upon completion, Air France-KLM will acquire a 31 percent stake in Virgin Atlantic currently held by Virgin Group for £220 million.Virgin Group will retain a 20 percent stake and Chairmanship of Virgin Atlantic.Delta will retain its 49 percent stake.Delta, Air France-KLM and Virgin Atlantic will now coordinate efforts to secure the appropriate regulatory approvals.The airlines’ expanded joint venture will become the preferred choice for customers travelling across the Atlantic. Customers will also benefit from the co-location of facilities at key hub airports to improve connectivity and access to each carrier’s airport lounges for premium passengers.

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the above campaigns, please contact our Sales Manager Isabel Ojeda at Isabel@portada-online.com.

It’s almost here! This week,  Portada Miami in the Hotel EAST on April 18 and 19 will provide a unique setting where Innovators and Brand Leaders will take the stage to discuss what is next for Latin Markets in the U.S. and Latin America. Topics major brand marketers and innovators will discuss include Voice-Based Technology, Gamers and Gambling, Attribution Models for Digital Media Agencies, App Marketing and much more. Register now here!

Innovators and Brand Leaders attending Portada Miami are members of Portada’s powerful Council System of Brand Marketers and Agency Execs. Other innovators and major players participating in Portada Miami include:

Chris Dougan, Head of North America Communications, Genius Sports
Ben Spoont, Founder & CEO, Team Misfits (Leads Miami Heat’s eSports strategy)
Jill Leccia, Senior Marketing Director, Gatorade Latin America
Ricardo Arias-Nath, CMO, PepsiCo Latin America
Many more to be announced soon!

To ready the discussion for Portada Miami, Portada’s Head of Content Janet Grynberg wrote the article below on 5 Drivers of Latin American Marketing in 2018.

1. GDP is Growing at a Strong Pace

Cristian Figoli, Amnet Argentina, Dentsu Aegis

Marketers and economists agree that there are unequivocal signs of recovery in several Latin American economies. For Cristian Figoli, head of Amnet Argentina, “the signs are definitely there, especially tied to higher investments and bets from global companies in the region”. Companies have their eye on Latin American countries because, as Focus Economics explains, the economy in these regions is accelerating at a great pace: the strongest recoveries are expected in Argentina thanks to various reform efforts and a healthy global backdrop, and Brazil is expected to benefit from lower interest rates and a recovering labor market.

 

The LatinFocus Consensus analysts see regional GDP growing 2.4% in 2018. In 2019, growth is seen rising modestly to 2.7%. According to Cynthia Evans, director of insights at Group M Latin America, the signs are hard to miss: “GDP is stable, advertisers are planning with a slight uptick in budgets, and currencies are more stable.”

2. Digital Growth Will Continue to Influence Marketing

Iván Marchant, VP at ComScore Mexico, Colombia, and Peru

A big sign of recovery, according to Iván Marchant, VP at ComScore Mexico, Peru and Colombia, is the growth of the digital industry: “We can see growth not only in the audiences on the internet but in the usage of different devices,” explains Marchant. “Every day people are using more and more mobile devices. In terms of advertising, investments in digital are also rising. In almost all countries in the region, the growth in digital advertising is around 10 times the growth of their national GDP.”

 

When things change, the opportunity to improve communication is larger.

 

Digital transformation is moving really fast, which should mean something for marketing and media services. For Marchant, “When things change, the opportunity to improve communication is larger.” According to Amnet’s Cristian Figoli, “stronger economies are developing technology to improve marketing services, which is beneficial for the full marketing ecosystem.”

 

3. How to Prepare for Political Risks

The main threat to economic balance in Latin America in 2018 will be the unstable political environment. The presidential elections in Costa Rica, Cuba, Paraguay, Brasil, Mexico, Chile, Peru, and Colombia mean that about 80% of the population in Latin America will be choosing new rulers this year, which makes investors wearier.

Cynthia Evans, Director of Insights at Group M

Other reforms, such as renegotiations of Free Trade Agreements, as well as energetic reforms, rend it necessary for marketers to prepare for possible unforeseen risks. Group M’s Cynthia Evans strongly recommends to “Hold some budget for opportunities and plan around presidential election or World Cup events, when the consumer’s attention is diverted.” And as ComScore Iván Marchant points out, “A lot of the advertising investments will be moving towards the government category; this year the demand for marketing services will benefit from this environment.”

4. Which Marketing Services Will Prevail?

In 2017, we saw digital spaces gain more importance than ever, and so we should expect digital to continue growing in 2018. As Iván Marchant explains, “[Mobile] devices will be leading the efforts from all marketers and media devices. Automation services like programmatic media selling/buying will be also consolidating its pace in the market.”

As digital needs evolve, we’ll see that certain marketing services are in demand. In particular, we should keep an eye on “measurement, ROI, and performance, including viewability, transparency, and proof of performance,” says Cynthia Evans. “Trading and negotiation is a strong thread especially as digital business models evolve.”

5. 3 Lessons From 2017 to Apply in 2018

For Cristian Figoli, the most valuable lesson is that we are in a moment of transformation and innovation. “People live digital lives and expect more from brands,” he asserts. “They expect to engage and transact with just a click, and companies need to adjust to this new paradigm to emerge on top.”

 

However, the path that marketers have been following so far has brought them success. According to Cynthia Evans, it’s all a matter of “Continuing building multi-platform, multi-media, multi-country synergies, integrating media, and synchronizing [the right] measures and language.”

Finally, Iván Marchant’s advice has to do with brand safety. “We saw a big number of brands whose advertising was displayed in contexts that were not appropriate,” he points out. “Now technology allows us to take care of the brand’s value by avoiding to display advertising in the wrong context.” The signs of recovery are clearly there; it is up to  brands and marketers in general to make the most of them.

 

What:Tokyo-based holding company Dentsu Aegis has closed three major agency deals, one of those to acquire mexican agency Flock Advertising México, S de RL de CV.
Why it matters:Post-acquisition, Flock will be incorporated into Isobar.Flock ranks among the region’s top interactive shops, with clients including American Express, Coca-Cola, Dominos Pizza and Jose Cuervo.

1GIjvqfm_400x400Tokyo-based holding company Dentsu Aegis has closed three major agency deals.

As part of its 2016 expansion plan, the company reached an agreement with the principal shareholders of digital  agency Flock Advertising México, S de RL de CV to acquire the company, thus bolstering its Isobar division in Latin America.

Flock is a 140-person full-service digital agency based in Mexico City. Formed in 2009, Flock ranks among the region’s top interactive shops, with clients including American Express, Coca-Cola, Dominos Pizza and Jose Cuervo.

Post-acquisition, Flock will be incorporated into Isobar, one of the Dentsu Group’s nine global network brands*, and will be rebranded “Flock – Linked by Isobar.” The agency will work with other Group companies to accelerate the Group’s growth strategy in Mexico, second only to Brazil in terms of scale in the Latin American advertising market.Financial terms of the deal were not disclosed.The impact of this transaction on Dentsu’s consolidated financial results for the fiscal year ending December 31, 2016 is expected to be minimal.

In addition, Dentsu acquired Adexpres Group, owner of several digital ad firms in Eastern Europe, and data consultancy Cardinal Path, based in Chicago and Vancouver. Since the year began, Dentsu closed on the acquisitions of creative agency Achtung in the Netherlands, sports marketer Alesport Group in Spain, data marketer Navegg in Brazil and full-service shop Grip in Canada.

What: Procter & Gamble has shifted most of its media business from Publicis Groupe’s Starcom MediaVest Group to Dentsu Aegis Network’s Carat (a planning incumbent) and Omnicom Media Group.
Why it matters: OMD will be the primary agency supporting the majority of P&G’s product categories, with Carat supporting the others. P&G is the largest U.S. advertiser.

kYrPoJnL_400x400The packaged-goods giant Procter & Gamble has completed the North American media agency review it began in May, shifting most of its business from Publicis Groupe’s Starcom MediaVest Group to two other agencies — Dentsu Aegis Network’s Carat (a planning incumbent) and Omnicom Media Group. Of the two, Omnicom Media received the bigger share of business.

The company said in a statement that “OMD will be the primary agency supporting the majority of P&G’s categories, with Carat supporting the others.”

Publicis  lost all of the P&G business in North America with the exception of its divestiture brands, while Starcom Mediavest Group will remain P&G’s primary media buyer/planner outside the United States, retaining only a portion of the P&G brand portfolio within the U.S.–and those pieces of business will soon leave the P&G family altogether.

Starcom will continue to work on Duracell, cosmetics, fragrances, and some hair products in the US and Canada. It will continue to handle media for P&G outside of the US, which makes up about 40 per cent of the global business.

P&G spent about US$2.66 billion (£1.77 billion) on measured media in the US last year, according to WPP’s Kantar Media.

MediaCom, part of WPP, also participated in the review.

What: Pfizer has shifted its media planning to agency Carat, part of the Dentsu Aegis Network.
Why it matters: Brands such as Advil and Chapstick, housed within the consumer healthcare division, will shift from MDC’s Assembly to Carat.There will be a transition period before Assembly officially exits the business.

ceca9b6e9b2c3af656aad2448e034455_400x400Pfizer has awarded its media planning to agency Carat, part of the Dentsu Aegis Network.

Planning for the company’s brands such as Advil and Chapstick, housed within the consumer healthcare division, will shift from MDC’s Assembly to Carat, which already handles all of the client’s media buys and planning for its other units.

The shift was made in the midst of several executive changes at the client last year including the departure of Brian Groves in November. Albert Bourla, a new group president, was appointed to oversee the company’s healthcare, vaccines and oncology units. Sales at the consumer healthcare operation also decreased. In the fourth quarter, revenue at the unit was up just 1% and for the full year 2014 it was up 3%.

Pfizer spends between US$600 to US$700 million annually on ads, and about US$100 million earmarked for the Consumer Healthcare division.

There will be a transition period before Assembly officially exits the business.

Join us at PORTADA Mexico!

 

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.

Dentsu – Aegis Group ::: Cifrut – Latin America ::: Live TIM – Brazil ::: Financial Group Scotiabank – Mexico ::: 360i – Argentina

  • Dentsu / Aegis Group – Global

Dentsu has completed its $5bn acquisition of Aegis Group and created a new global operating unit Dentsu Aegis Network. All of Aegis Group’s existing companies Carat, iProspect, Posterscope, Vizeum and Aztec will continue their operations within the Dentsu Group, under the Aegis Media banner.

The Dentsu Network and Aegis Media will continue to operate as separate entities but will be governed by the Dentsu Aegis Network management team and board of directors.

  • Cifrut – Latin America

Cifrut has chosen Argentinean La Comunidad as its global agency. The Orange Juice company is present in Latin America, Asia and Europe.

  • JWT / Live TIM – Brazil

JWT Brazil will now manage Live TIM digital communication efforts in the country. JWT will be in charge of TIM´s new site.

  • Financial Group Scotiabank – Mexico

The agency BBDO, chaired and led by Carlos Vaca, won the account of Financial Group Scotiabank in Mexico. This achievement adds to the other two accounts won so far in the year. Vaca said the allocation is the result of a strategic approach, deep understanding of the consumer and the quality of creative work. Grupo Scotiabank is part of one of the main financial institutions in North America, which has the Canadian bank with the largest international presence.

  • 360i – Argentina

HBO appointed 360i to manage its social media marketing, assuming the works that the TV network performed internally, after the incorporation in 2007 of Sabrina Caluori as vice president of social media and marketing of performance. The hiring of an outside agency comes when Netflix – HBO’s biggest competitor, has integration with Facebook.