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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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 ::: VoixStar Telecom ::: Visa ::: Bacardi ::: Etihad Airways  ::: Ford ::: Heinz :::

  • VoixStar Telecom / Global

logoVoixStar Telecom is set to start operations by this coming summer, with headquarters in Florida and operations in 2 other countries.With full mobile service, VoixStar will be a 360 Solutions Telecom, offering mobile, VOIP services, no PIN prepaid long distance and reloads or top-up for any mobile company in the world.VoixStar will start operations in a MVNE, offering full mobile LTE service in the U.S and 4G in Mexico and Colombia.VoixStar Mexico is also set to start operations at the same time as the U.S. this coming summer. VoixStar appointed Israel Iturbide as President of VoixStar Mexico with headquarters in Mexico City.In Colombia, VoixStar is schedule to launch their operations in the city of Cali. www.voixstar.com

  • Visa/ Global

2a-H3Slp_400x400Visa has begun a global media agency review for the first time in over seven years.Omnicom’s OMD retained its U.S. account and added more international business during the last review.

 

 

  • Bacardi/ Global

PysfgttC_400x400Bacardi has announced that it is aligning all advertising, media and digital business for its major brands with BBDO Worldwide and OMD Worldwide, both part of the Omnicom Group.The business was previously divided between 700 agencies and has a total media spending of over US$175m, according to Ad Week. WPP, Leo Burnett, and McCann Erickson were some of the agencies that worked on the business.The Bacardi portfolio includes brands such as Bacardi Rum, Martini, Bombay Sapphire, Grey Goose, and William Lawson’s.BBDO will be responsible for creative and strategic development of all advertising for the main Bacardi brands. OMD will lead on the planning and buying across social, digital and media platforms.

  • Etihad Airways/ Global

AtBTnkRT_400x400Etihad Airways is calling a review of its global media planning and buying account. The review is to cover Etihad Airways as well as its partner airlines, including Air Serbia, Airberlin and Alitalia, according to reports. MediaCom, the incumbent on the account, will be participating in the review. A decision is expected to be completed by the end of May. MediaCom has held the business since January 2012 and currently handles ATL media planning and buying for Etihad. DigitalLBi handles digital media strategy, search and affiliate marketing and will not be affected by the review.M&C Saatchi holds the creative account, which will also remain unaffected.

  • Ford/ Mexico

pnltV_vX_400x400Ford is plannng to invest US$2.5 billion to build new engines and transmissions in Mexico and will eventually hire an additional 3,800 workers in a move that underscores a movement of automotive investment south from Canada and the U.S. The company will invest: US$1.1 billion to build a new engine plant within its plant in Chihuahua, Mexico, to build new gasoline engines. US$200 million to expand its four-cylinder and diesel engine capacity at the Chihuahua plant and add 500 jobs. US $1.3 billion to build a new transmission plant within its plant in Guanajuato, Mexico, to build new transmissions and add 2,000 jobs there. Over the past 20 years, as Mexico’s automotive industry has matured, automakers have begun to favor the country’s lower labor costs, the high-quality cars they have been able to produce there, its free trade agreements and the robust transportation that makes it easy to export cars and trucks.

  • Heinz/ Global

hh9vaBxz_400x400Heinz is launching a new reformulated Heinz mustard that the marketer plans to distribute widely. A new campaign by David, seeks to leverage the brand’s ketchup strength using the tagline “Ketchup’s Got a New Mustard.“The launch comes nearly two years after Heinz was acquired by 3G Capital and Berkshire Hathaway. Heinz last month announced a merger with Kraft Foods Group in a deal that was also orchestrated by 3G and Berkshire.WPP-owned David was founded in 2011 by Latin American Ogilvy execs. Cramer-Krasselt would remain the agency for Heinz ketchup.Measured media on Heinz-branded ketchup and condiments increased from US $2.3 million in 2013 to US $15.7 million in 2014, according to Kantar Media.The company declined to detail spending plans for the mustard launch, but said it would get significant support.

kraft koolaidA nice brand mix and media clout, for sure. But will accounts go back for another round of reviews?

Two food giants are merging to form The Kraft Heinz Company. The merger likely means brand expansion into Latin America, tighter screws on media agencies, and account reviews.

According to the press release, the newly combined company will have eight brands each worth more than $1 billion, as well as five brands worth between $500 million and $1 billion. Berkshire Hathaway and 3G Capital, engineers of the deal, promise “substantial opportunity for synergies, which will result in increased investments in marketing and innovation.”

Basil T. Maglaris, director of corporate affairs for Kraft Foods Group, tells Portada, “This is a transformative deal that brings together a powerful combination of iconic brands and great talent. We are excited about the opportunity that this new company can offer for our consumers and customers. However, we can’t speculate on any changes after the transaction is completed. In the meantime, it’s business as usual at Kraft.”

Kraft Heinz says the synergy potential could add up to an estimated $1.5 billion in annual cost savings implemented by the end of 2017 from increased scale, the sharing of best practices and cost reductions.

There will certainly be economies of scale when it comes to media buying. But there are also interesting ways that the new company can get more bang out of its creative and media bucks, according to Xavier Mantilla, GM Latin America for Gravity4. For example, two brands can go in together, splitting a 30-second TV spot.

Mantilla worked on the Heinz business while he was at Universal McCann, and found significant lift for both brands when advertising Heinz Ketchup and Ore Ida together.

“In people’s minds, ketchup goes with potatoes. It was a smart way of buying a spot for Heinz but having two brands showcased,” he says – and the pairing created better brand lift. “With this acquisition, I think there’s the possibility to do more of that.”

In this regard, 3G Capital could be a big help, according to Marcelo M. Bicudo, CEO of Brand Union, Brazil. Bicudo says, “Traditionally, companies owned by 3G Capital are successful marketing across all disciplines. Tactics such as implementing integrated communication projects and maintaining a strong presence in traditional media, digital, brand activations and sponsorships are important. As leaders in the industry, they are great strategists when it comes to sales channels and point of sales.”

Agencies put to the test

When Berkshire Hathaway and 3G Capital acquired Heinz in 2014, it shifted its global media account, worth $250 million, to OMG, and gave U.S. media to IPG’s Universal McCann, shutting out incumbent Cramer-Krasselt. Also last year, Kraft consolidated its agencies, narrowing them down to four: mcgarrybowen, Leo Burnett, Taxi and Crispin Porter + Bogusky.

“All companies bought and administered by 3G face similar cost-reduction processes and need to find operational synergies, financial and marketing,” says Bicudo. “In marketing, they usually review projects, services and global strategy to strengthen and improve the presence of their brands along consumer journey. After a merger like this, 3G Capital often change marketing agencies or look for their own culture in service providers.”

When clients merge, they do take the opportunity to pit agencies against each other.

Mantilla, who left a post as SVP for UM in New York last month to join Gravity4, says that, in his experience, when clients merge, they do take the opportunity to pit agencies against each other. There’s danger here for both the incumbent and the wannabees. During the creative phase, it’s all glamor and excitement. But, during the procurement phase, he says, “Sometimes agencies promise great stuff, but they can’t deliver because they’ve cut their margins or don’t have enough people to service the account.”

Mantilla has seen his own agencies lose out in account reviews by being undercut on price. “We lost … when it came to the procurement phase, because, as incumbent, we came with a very real proposal. Our competition said, ‘We believe this is what it would take.'”

When it comes to reaching Hispanic consumers, Mantilla sees Kraft and Heinz as pioneers and leaders in the space. He also gives kudos to LatinWorks, Heinz’s multicultural agency. LatinWorks did not respond to a request for comment. Mantilla says, “The creative executions at LatinWorks have been great. The tactical work and content development by Kraft is great. When you have two good pieces that can come together and create a bigger whole, that’s what should happen in this merger.”

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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.

Twitter – Ogilvy PublicRelations ::: Cablevisión Monterrey / Hasbro – Archer Troy ::: Pond´s – Room23 :::  Travesías Media – América Latina ::: Grupo Vips – MRM//McCann España :::  Gulf Oil  – ADV Vázquez Argentina ::: Mabe Global – Sparkling México :::

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Xavier Gonzalez at 1-212-685-4441 or e-mail him at xavier@portada-online.comSEE A DEMO OF THE DIRECTORY!

Heinz- Global
heinzHeinz has shifted Its US $250 Million Global Media Account to OMG and to IPG’s UM leaving incumbent Cramer-Krasselt out.While UM (Universal McCann) will handle the Heinz U.S. business, it is not yet clear how OMG media agencies PHD and OMD will split the international business. According to MediaPost , the company’s total ad spend, about 25% is in the U.S. Cramer-Krasselt, which did not participate in the review, continues to handle the creative account for now.The review followed the acquisition last June of Heinz by an investment consortium that included Berkshire Hathaway and 3G Capital.

Twitter – Latin America

Ogilvy - Twitter -Ogilvy Public Relations is the new PR agency of Twitter in Latin America. The agency will be in charge of the PR in Brazil, Argentina and Mexico. Emmanuel Evita will supervise the work as Director of Public Relations of Twitter in Latin America.

 

Cablevisión Monterrey / Hasbro – Mexico

ArcherTroy -The independent agency Archer Troy has won the accounts of Cablevisión Monterrey and Hasbro after a pitch.

The agency will be in charge of strengthen Cablevisión Monterrey creative´s brand strategy in 360, ATL and BTL. Also, for Hasbro the agency will be in charge of the creative duties for the brand´s shopper marketing and print media.

Pond’s – Argentina

ponds -Pond’s, Unilever´s brand, will work with Room23 as its agency in the country. Room23 will work with Pond´s in digital media, radio, pnts and advertorials. Dolores Fernandez Alberti will be in charge of the account, Agustina San Germán, will be in charge of the social media and Adrián Alonso, is the creative director.

Grupo Vips – España

Club Vips -Grupo Vips has chosen MRM//McCann as its creative agency in Spain. The agency will be in charge of the creative duties and will support Club Vips as advisor in marketing offline, digital and social media.

 

Gulf Oil – Argentina

Gulf ADV -ADV Vázquez  will work with Gulf Oil in Argentina as its creative agency.

 

 

Mabe – Global

Mabe - Sparkling -Sparkling, the independent agency leaded by Arturo Miranda, Esteban Sacco and Rafa Barthaburu, will be in charge of the creative duties of Mabe globally. The account will be managed in Ciudad de México.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Xavier Gonzalez at 1-212-685-4441 or e-mail him at xavier@portada-online.comSEE A DEMO OF THE DIRECTORY!

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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 10 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Kelley Eberhardt at 1-212-685-4441 or e-mail her at kelley@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • Heinz

heinzHeinz has shifted Its US $250 Million Global Media Account to OMG and to IPG’s UM leaving incumbent Cramer-Krasselt out.While UM (Universal McCann) will handle the Heinz U.S. business, it is not yet clear how OMG media agencies PHD and OMD will split the international business. According to MediaPost , the company’s total ad spend, about 25% is in the U.S. Cramer-Krasselt, which did not participate in the review, continues to handle the creative account for now.The review followed the acquisition last June of Heinz by an investment consortium that included Berkshire Hathaway and 3G Capital.

 

  •  Frozen-Food Makers

frConAgra, General Mills, Kellogg, Nestle, Heinz and Hillshire Brands have joined to launch an US $30 million campaign  that aims to revive frozen-food sales, according to an Ad Age report. The campaign, titled “Frozen. How Fresh Stays Fresh,” will try to portray freezing “as nature’s pause button.” McCann will be the lead creative agency. The campaign will include TV, digital and print. The strategy is unusual, but the entire category has been negatively impacted by consumer apathy reason why all these competitor have joined forces.

  • Kraft

Kraft Foods Group brand is launching its “For Almost Everything. Almost” new campaign that plugs the sauce for everything from pork to tofu.CP&B, Los Angeles is the agency in charge of it.This marks the brand’s return to TV advertising after five-years . Consumer trends have changed, and Kraft did not have any other option but to broaden the sauce’s appeal. This new campaign will return the brand to its historic roots as a classic table sauce.It consists of two TV spots featuring the peculiar habits and tastes of some people.Here is ¨same siders¨spot:

http://youtu.be/-vs_dICP7eA

The brand is also presenting a video on Facebook and YouTube, showing how is breaking up with steak and how “friends” like  fish tacos, crab legs, green beans and more, like its status:

  • PriceRite

This summer, PriceRite will open its first New Jersey store in Garfield, a town where 32 percent of the 31,000 residents are Hispanic (2010 U.S. Census). The store will be owned by Inserra PriceRites, a family business which also owns and operates 22 ShopRite stores in New Jersey and New York. PriceRite stores have traditionally been corporately owned.Like other PriceRites, the 41,000 square foot store will offer a limited number of brands in a no-frills environment. PriceRite says products are priced at about half what they are in traditional supermarkets. PriceRite’s self-service format offers fresh produce delivered daily, packaged meats, baked goods, a variety of private label and national grocery brands and dairy and frozen food products. The Garfield location will feature some of the industry’s leading “green technologies,” including glass doors on dairy cases and energy-efficient lighting and refrigeration throughout the store. PriceRite operates more than 50 locations in the Northeast.

  • Buen Sabor

Buen Sabor has introduced eight ready-made frozen meals oriented around Hispanic cuisine but embodying new flavors and culinary techniques.From carne to frijoles, offerings from the new company contain all-natural ingredients. They include such dishes as Pastelon de Pavo Picante y Lentejas (Spicy Turkey and Lentil Pastelon), a one-dish meal of ripe plantains and turkey picadillo inspired from Puerto Rico and the Dominican Republic. Other new dishes include: “Buen Sabor products offer a convenient way to discover both old and new flavors of Latin American cultures in a way that is exciting for today’s modern, health-conscious consumer,” said Yvette Marquez-Sharpnack, author of “Muy Bueno” cookbook and founder of MuyBuenoCookbook.com. “These unique dishes offer those that crave Latin American cuisine something flavorful and attainable that no other food company has been able to do.” Buen Sabor launched in 2014. It is staffed by what it says are world-class CPG executives from Kashi, PepsiCo, Hain and Pinnacle Foods Group. These executives are working closely with a team of Hispanic chefs to dish up innovative foods. The first eight Buen Sabor products are now available in 32 states in many retail locations nationwide. Plans are in place to rapidly expand retail locations and product offerings.

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CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Kelley Eberhardt at 1-212-685-4441

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.

  • Heinz – Global

Heinz has called a review for its brand globally. The  pitch is  for its global media planning and buying business, which has been held by Vizeum in the UK for almost a decade.

  • Hasbro

HasbroHasbro has consolidated the bulk of its global media business at OMD, which was the incumbent in 15 international markets, including Europe and China, sources said.Among the new markets added by the Omnicom media agency is the U.S., which had previously been handled by Interpublic Group’s Initiative.
OMD had already supported the business in more than 10 global markets. It’s now adding the North American business, as well as responsibility in new markets in Asia and Europe. GroupM’s MediaCom, meanwhile, retained the toy maker’s business in Latin America.Hasbro’s annual media spending worldwide is estimated at $300-$350 million. In the U.S. alone last year, Hasbro spent nearly $100 million in media, according to Nielsen.

  • Publicis Groupe buys UK’s Walker Media and forms new Media Network

Publicis Groupe confirmed that it has acquired a little more than 75% of media agency Walker Media from M&C Saatchi. Saatchi will retain 24.9% of the agency. Walker, which operates in the UK, will become part of the ZenithOptimedia Group. Walker will remain a separate agency in the UK and be the “cornerstone” for what Publicis said would be a new media network that will sit within ZOG. The idea is to use ZO’s global scale to help Walker better serve clients that need planning and buying services outside the UK. The new network will be launched in 2014. It will be led by Walker chairman Phil Georgiadis. Walker clients include Marks & Spencer, Boots and KFC.

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

  • Kohl’s

Retailer Kohl’s is adding an emotional component to it’s holiday marketing campaign. A new ad that broke yesterday features a couple decorating their elderly neighbor’s apartment for the holidays while she’s out. Michelle Gass, Kohl’s chief customer officer, told Adage that a “a pure brand spot that really spoke to the insights and spirit of the holiday and spoke to our emotional connection [with consumers] and values.”Ms. Gass also said Kohl’s will reach more households this season and is broadening its reach to include a younger audience. Specifically, the retailer is adding morning TV to its media buy. The budget for the holiday campaign will be “comparable to last year, but more effective,” Ms. Gass added. Kohl’s spent $129 million on measured media during the fourth quarter of 2012, according to Kantar Media. Peterson Milla Hook  handled the campaign. Kohl’s does not currently have an agency of record.

  • NASCAR

Eight months after investing more than $1 million on Hispanic marketing initiatives in Phoenix, NASCAR plans to expand its Spanish-language advertising efforts into key markets such as Texas, California and Illinois, Sports Business Journal reports.

  • Heinz

HeinzFood and condiments marketer H.J. Heinz is conducting a global media agency review, according to sources.
Heinz reported total advertising expenses (including production and communication costs) in 2012 of $442 million, up from about $370 million in 2011. In the U.S. Heinz spent $50 million on measured media in 2012 and a little more than $26 million in the first half of 2013, according to Kantar. Cramer-Krasselt handles creative and media duties in the U.S.

  • Xoom

Xoom Corporation a leading digital money transfer provider, has introduced two new television commercials for the U.S. Hispanic market as a part of the “Better Way” campaign launched in 2011. “No Hablo Español” and “Roulette” are the latest television ads from Xoom targeting the Spanish-language audience. The commercials are running on major Spanish-language television through the end of the year.

  • Jaguar

JaguarLuxury carmaker Jaguar begun a month-long ad campaign on Sunday with spots in NFL games and on BBC America promoting its coming F-Type Coupe, hitting dealers next April. Included in the campaign is a  a 30-second spot during the third quarter of Super Bowl XLVIII on Feb. 2. The “sophisticated” commercial (says Jeff Curry of Jaguar) was  created by in-house agency Spark 44 and directed by Oscar-winner Tom Hooper (The King’s Speech). Jaguar spent less than $40 million on U.S. media advertising last year. That compares to close to $1 billion spent by General Motors’ Chevrolet, which will have multiple Super Bowl spots. But Curry says “the little guy” wants to “disrupt” the auto universe and show off its brand to a wider audience.

  • Post Foods

Post Foods’ Honey Bunches of Oats(®) announced a new brand anthem in collaboration with up-and-coming pop duo, Domino Saints. The exclusive “Smile While You Shake It” music video is the cornerstone of a multi-tiered entertainment program fueled by the positive power of music and is rolling out simultaneously to both general and Hispanic markets.
Inspired by samba beats, the song and signature dance cleverly incorporate the cereal box and breakfast utensils as percussion instruments making it catchy and fun for families to adopt and make it their own.  National bilingual media, social media and website will invite and make it easy for bunches of everyday people to showcase their own versions of the dance, share it digitally, win prizes and be part of a morning music movement that will make America smile from coast to coast.

  • L’Oreal

L’Oreal USA announced that it has named Digitas as its new digital agency of record.Based in New York City, Digitas will be responsible for the digital media planning and buying for all the company’s brands. L’Oreal USA has been on an aggressive path in growing its digital business over the last several years as it continues to be an increasing part of its media mix. The 2013 L2 Digital Index(R) was recently released showing L’Oreal USA brands in the top three in beauty in the Genius Category. These included Lancome, Kiehl’s Since 1851 and L’Oreal Paris.

  • Legacy

Legacy, the non-profit anti-smoking organization, has selected WPP’s MediaCom as its new media agency for planning and buying, according to sources. Annual spending on the account going forward is estimated at between $50 and $60 million, Mediapost reports.
The reviews are being conducted in advance of “a significant effort to expand the campaign at a time when the US Food & Drug Administration and US Centers for Disease Control and Prevention will be in the marketplace with bold anti-tobacco mass media initiatives” Legacy stated in July. The incumbent on the media assignment was Omnicom’s PHD.

  • Spirit Airlines

SpiritAfter a review, Spirit Airlines announced that Barkley is the airlines new agency of record.The agency will handle brand strategy, advertising, digital media, public relations, point-of-sale and media planning and buying. New work is slated to launch in early 2014. The airline operates 250 daily flights to more than 50 destinations in the U.S., Latin America and the Caribbean. Spirit Airlines spent $1.3 million in measured media in 2012, according to Kantar Media and roughly $225,000 between January and June of 2013.

  • Clinique

Clinique consolidated its global digital account with 360i, following a review. The agency will produce creative content for Clinique’s owned and operated global digital channels across North America, Latin America, Europe, Asia-Pacific, Middle East and Africa. It spent US$ $135 million in measured media in 2012 and $60 million between January and June of 2013, according to Kantar Media.

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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.

  • Future Ad Labs – Heinz – Reckitt Benckiser – Global

Future Ad Labs has signed up Heinz and Reckitt Benckiser as launch partners for its new product, PlayCaptcha. PlayCaptcha is an interactive ad format which is designed to increase brand engagement and improve overall consumer sentiment and product recall. It is designed to gamify CAPTCHAs.

The PlayCaptcha for Heinz invites visitors to pour a virtual bottle of salad cream onto a sandwich, instead of being forced to decipher hard to read text. For Reckitt Benckiser, the team has developed a PlayCaptcha that persuades visitors to clean a virtual dirty penny by dragging it into a bowl of Cillit Bang.

  • Tiffany & Co. – Global

Tiffany & Co. is looking for an agency to help it with its brand positioning and creative advertising. “Tiffany & Co. has decided to pursue brand positioning and creative advertising support from an external agency to further enhance our global business,” said a spokeswoman for the retailer. Last year Tiffany & Co. spent nearly $60m on measured media in the US alone, according to Kantar Media. For the first half of 2013, the company posted worldwide net sales of $1.8bn, as sales rose 10%.

  • Lady Gaga – Global

Lady Gaga is launching her new album, ARTPOP, on Clear Channel Outdoor’s digital billboards and screens in several countries. In Latin America will be launched in Chile, Mexico and Peru.

The campaign will be also launched in social networks. In Twitter, it will run under the hashtag #iHeartARTPOP. Lady Gaga, who is renowned for her social media savvy and massive following, will ask her over 40 million “Little Monsters” on Twitter and 59 million fans on Facebook to tweet and post about the upcoming album. Fans’ tweets will be incorporated into the background of these digital adverts.

The singer is also using outdoor media to perform a “digital tease” of the album cover, which was designed by Jeff Koons, with a new portion of the album revealed every few minutes. Clear Channel says it is the first-ever out-of-home campaign that sequences a stepped reveal of advertiser creative in unison across the world.

  • Ingenico – Mexico

Ingenico , provider of payment solutions, announced an agreement with Elavon for the deployment of Ingenico s iWL220 wireless device for the Mexican market.

  • IHG – Brazil

InterContinental Hotels Group (IHG) today announces that the Holiday Inn Express(R) brand is expanding in Brazil with the openings of the Holiday Inn Express(R) Belem-Ananindeua hotel, the Holiday Inn Express(R) Porto Velho hotel and the Holiday Inn Express(R) Marilia hotel expected to open later this year. IHG also has plans for a new-build Holiday Inn Express(R) Manaus hotel, scheduled to open in 2014.