Asummary 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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Money transfer service Western Union has appointed MullenLowe Mediahub to be its global media agency of record in a consolidated £250m account following a review that started back in May. MullenLowe Profero has been Western Union’s global digital media agency since 2006.MullenLowe Mediahub has created Team Union to serve the account, which will be based in London with 16 regional hubs across the Africa, Asia, Europe, the Middle East, and the Americas and local media buying in other countries.Western Union has reported advertising costs of US$166.3 million in 2015. In the U.S., it spent around US$20 million on measured media last year, according to Kantar Media.
Mars has kicked off a media buying review in the U.K., China, India, Germany, Australia, New Zealand, Japan and Southeast Asia.Mars consolidated its global planning business with WPP’s MediaCom in December 2014. Neither the U.S. nor LatAm will be affected by the review. The company owns brands including M&M’s, Snickers, Twix, Dolmio, Uncle Ben’s and Pedigree, splits out its media planning and buying operations.
Hilton has outlined its plans to drive expansion in Latin America. Based on Hilton’s second quarter 2016 results and for the 12 months ended June 30, Hilton has opened approximately 20 new hotels in Latin America and has signed nearly 30 deals. Hilton now has more than 16,000 rooms trading across a portfolio of more than 90 hotels and resorts in Latin America. Additional hotels are expected to open by the end of this year in Colombia, Honduras, Mexico and Peru.Hilton maintains a strong pipeline of more than 50 projects and more than 7,750 rooms across Argentina, Belize, Chile, Colombia, Costa Rica, Ecuador, Honduras, Mexico, Panama, Paraguay, Peru and Uruguay. Hilton’s current portfolio in Latin America includes 10 brands, while its expansion plans in the region span seven of the company’s existing brands: Conrad Hotels & Resorts, Curio – A Collection by Hilton, Hilton Hotels & Resorts, DoubleTree by Hilton, Homewood Suites by Hilton, Hilton Garden Inn and Hampton by Hilton, with approximately 70% of the projects driven by focused-service brands.
Infinity Media FCB
Agency FCB Buenos Aires has announced the launch of its’ new media unit Infinity Media FCB, which will be led by Daniel Bloise. The agency will work aligned with those customers who require their services, providing expertise for brands that look for solidity and innovation in this area.
As part of its expansion in Latin America, MullenLowe Profero will open an office in Colombia. The company will start operating from October. The agency has chosen Colombia as the second Latin-American country to open an office, following Brazil. The new unit will provide processes, methodologies and unique tools, accompanied by a know-how that contributes to the further growth of its’ business in Colombia. MullenLowe Profero is Mullen Lowe Group’s global digital marketing agency, which operates 15 offices worldwide and has more than 750 employees. The division works for brands like Unilever, Primark, Virgin Trains, Peninsula Hotels and Western Union, among others.
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People change positions, get promoted or move to other companies. Portada is here to tell you about it.
::: Leo Burnett Tailor Made Brazil – Cirilo Dias, Joana Dambros , Henrique Zirpoli and Ivan Loos ::: Miquel Daura – Arrechedera Claverol ::: Susan Credle – FCB ::: Ian Pons Jewell – The Lift team. ::: Leo Burnett Madrid – Tania Cavada ::: Discovery Networks Latin America/U.S. Hispanic (DLA/USH) – Allan Navarrete ::: BBC Worldwide – Anna Gordon ::: McDonald’s – Silvia Lagnado :::
Leo Burnett Tailor Made Brazil has expanded its digital team with new hirings: Cirilo Dias, Joana Dambros , Henrique Zirpoli and Ivan Loos. The purpose behind these new additions is to strengthen dialogue between offline and online enviroments.Cirilo Dias will be the new social networks department manager. Joana Dambros will be manager of planning the strategic Planning area. Henrique Zirpoli and Ivan Loos will join the creative department.
Miquel Daura is the new CEO of the Mexican independent agency Arrechedera Claverol .Daura will replace Matthias Rigali. Rigali will focus on developing other businesses of the Arrechedera Claverol group.
Susan Credle is the new global CCO of FCB.Following her appointment,she will move from Chicago to New York and take up his new role in January 2016.The executive will replace Jonathan Harries.
Ian Pons Jewell has joined the the Mexican producer The Lift team.With asurreal style, the film producer was recognized at festivals like Bug Music Video Show,MOBO and UK Video Awards.
Leo Burnett Madrid has hired Tania Cavada as head of digital. She will work together with Iñaki Marti, digital creative director, and report to Chiqui Bua, president and ceo of the Madrid subsidiary.
Discovery Networks Latin America/U.S. Hispanic (DLA/USH), a division of Discovery Communications, has announced the appointment of Allan Navarrete as General Manager to be effective immediately.He will be based in Mexico City and Miami respectively.Navarrete assumes this new role adding to his current responsibilities as Executive Vice President (EVP) and General Manager of Mexico, Andean Region and Central America, for Discovery Networks Latin America. He will report directly to Enrique R. Martínez, President and Managing Director of Discovery Networks Latin America/U.S. Hispanic and Canada.As GM for Discovery U.S. Hispanic, Navarrete is responsible for leading the business expansion within the company’s portfolio of Spanish-language networks in the U.S. which include Discovery en Español and Discovery Familia. Navarrete started his career at Discovery in 1995.
BBC Worldwide has appointed Anna Gordon as EVP for LATAM and the US Hispanic market.She will be based at the company’s regional headquarters in Miami and report to Paul Dempsey, president for global markets. Gordon will oversee all of BBC Worldwide’s businesses in Latin America, being accountable for profit and loss statements and strategic decisions in 19 territories, and having responsibility for delivering new brands, products and service initiatives, as well as continuing to drive future revenue growth.She will replace Fred Medina.
McDonald’s has appointed former Bacardi and Unilever executive Silvia Lagnado as its global chief marketing officer.Lagnado will be responsible for the fast-food chain’s global marketing, brand management, menu and consumer insights.She was most recently the chief marketing officer of Bacardi Limited and has also held numerous senior roles at Unilever. Lagnado will become the company’s first global CMO since Mary Dillon left in 2010.
People change positions, get promoted or move to other companies. Portada is here to tell you about it.
::: Tom Theys – FCB :::Miguel Angel Chala- Forbes ::: Francisco Facal – Wunderman Argentina ::: Tadeo García Binda – The Strategic Co. México ::: Rodrigo Remón – Dentsu Aegis Network :::
Miguel Chala has left Latin Trade Group.
Tom Theys has joined FCB as Executive Vice President of Global Strategy to be efefctive in November,He will report directly to Nigel Jones, Director of Global Strategy. Theys will help the network’s key clients to develop business solutions that can generate behavioral changes. Theys joins FCB from Publicis Brussels, where he was Director of Strategy and Managing Partner and worked with key clients such as BNP Paribas Fortis, Nescafé, Renault, Carrefour and P & G.
Wunderman Argentina has announced the appointment of Francisco Facal as Director of Development and Technology, after serving for three years as Technology Manager for Ford / Lincoln US account.Facal will direct Wunderman growth in the digital market along with the Planning and Creative area. Prior to joining this firm, Facal worked on several projects of Grupo Clarin and other businesses of his own.
The Strategist Co., a company specialized in digital marketing campaigns planification and execution, will start operating in Mexico under founding partner Tadeo Garcia Binda’s leadership.The company, which has five years working in the Latin American market, have all its’ staff members certified by Google, which earned the agency its’recognition and accreditation both by Google Adwords and Google Analytics.
Rodrigo Remón has joined Dentsu Network Aegis Group as digital creative director for Argentina, as he has anextensive experience in the digital market. He has worked for brands like Nokia, Coca Cola, Heineken, Cadbury, Lucky Strike, Unilever, P & G, Sony, Peugeot and Disney among others. He also worked on digital departments of various advertising agencies such as Grey / G2 Argentina, Young & Rubicam and Wunderman. He created his own digital agency Polite Buenos Aires.
For Nivea Sun Kids, FCB Brasil used technology to emphasize the emotional bond between a mother and her child, creating a mobile app that literally maps that connection.
Print ads in Veja Rio magazine included a tear-off bracelet designed to be fastened around a kid’s wrist. The bracelet connects to Nivea Protégé, a branded mobile app that the mother can use to set up a geofence for the child. If the bracelet-wearing child wanders out of range, she’s alerted by the app, which also shows her whether she is moving toward or away from the child.
The print ads for Nivea Sun Protection ran in 2,000 copies of the popular women’s magazine, targeted to subscribers who lived near Rio de Janeiro’s beaches — Ipanema, Copacabana and Leblon.
While Nivea is known as a traditional and reliable brand, the agency wanted to use digital media to reinforce other key dimensions to the brand, according to Joanna Monteiro, executive creative director for FCB Brasil. She says her team looked for a way to emphasize “a fresher, modern attitude that still relates to its core essence: the ultimate skin protection and care to Nivea consumers.”
Nivea wanted a fresher, modern attitude that still relates to its core essence.
This highly bespoke campaign wasn’t easy to pull off, Monteiro says. The water-resistant bracelet is moisture-resistant and reusable, designed to last up to a year. It contains a Bluetooth chip to connect to an Android or iOS phone and a long-lived battery. Once Mom downloads the app, she syncs it with the bracelet as she would any other Bluetooth device. She can then set the maximum distance her child is allowed to wander away from her.
“We had to find the balance between three key variables: the material, the print quality and the chip support,” Monteiro says. “For the ad to be rolled out massively, it had to hold a good print quality and to be cheap enough. Finally, the paper had to be firm and good enough to support the chip’s grip to the bracelet. So, yes, it was quite difficult.”
Nivea will maintain the app for at least the year that the bracelets may continue to function; and FCB may decide to run the ad again in other beach cities in Brazil or elsewhere. The Nivea Protégé app doesn’t deliver any brand messages, coupons or other marketing endeavors; it’s strictly a kid locator. The agency could not disclose whether the app collects any anonymous or personal data, citing client confidentiality.
There were no defined metrics for success for this campaign, Monteiro says; the goal was to generate excitement and interest in social media — and she reports that the buzz was huge.
Another benefit of the bracelet is that, with its prominent logo, it turns the child wearing it into a mobile advertisement for the brand.