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What:Anheuser-Busch InBev, one of the world’s largest brewers, has kicked off a global media planning and buying agency review for its US $2 billion global media assignment.
Why It Matters: The company owns eight agencies spanning all major holding companies to handle media operations in more than 50 countries. The number of agencies that the company aims to globally consolidate has not been determined.

descarga (4)Anheuser-Busch InBev, one of the world’s largest brewers, has kicked off a global media planning and buying agency review for its’ US$2 billion global media assignment.

WPP’s MediaCom, the current US incumbent, has held the account since late 2014. Globally, the company has eight agencies from the six major groups — Mediacom, WPP, Publicis, Omnicom, Interpublic, Havas and Dentsu — spanning all major holding companies to handle media operations in more than 50 countries. AB InBev is inviting the six major holding companies to put together teams to pitch the assignment.

Media Link is the company’s search consultant, while Media Path will handle auditing.The review will be led by the brewer’s global marketing team, which is based in New York. The process, beginning in April, is expected to close by the second half of this year.

The review comes several months after AB InBev acquired SABMiller for US$103 billion. AB Inbev is the 20th-largest U.S. advertiser. The brewer spends an estimated US $624 million on ads in 2015 and about US $695 million from January through November 2016 in the US, according to Kantar Media. Globally, the company spends upwards of US $2 billion a year annually on ads in more than 50 countries around the world.

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What: Wells Fargo has shifted its Media and Digital Business after a review that started in February and has not yet been finalized. OMD will pick up Hispanic media from Acento Advertising.
Why it matters: Acento Advertising has handled Well Fargo’s Hispanic Media buying for many years.

N5L2uOTF_400x400Following Wells Fargo latest review, Omnicom Group shops OMD and Organic are said to be in advanced negotiations to take on business handled mainly by Interpublic Group’s units.

OMD, lead agency on traditional media planning and buying, will add responsibility for digital and search, which was previously handled by Interpublic’s UM. In addition, OMD will pick up media planning and buying on multicultural ads, which had been split among agencies like Muse, DAE and Acento.Wells Fargo is also expected to shift its digital creative business from Interpublic’s MRM to Organic.
Acento Advertising has handled Well Fargo’s Hispanic Media buying for many years.  Oscar Mendoza,  Interactive Media Buyer at Wells Fargo spoke last fall at Portada’s Evolving America Summit at Digital Hollywood about Wells Fargo’s Hispanic digital initiative. Mendoza has since moved to work as Digital and Social Media Strategist at Earth Island.

Wells Fargo spent US$177 million in media in 2013.

A year ago Wells Fargo replaced longtime creative agency DDB with its Omnicom sibling shop BBDO after a review.Wells Fargo is the 70th largest advertiser in the U.S., spending a total of US$610 million in 2013 on advertising and promotion, according to its 10-K.  In the Hispanic market, Wells Fargo has sizable initiatives in the Financial Literacy and Sports Marketing sectors. The company spent US$170 million in U.S. measured media in 2013,according to Kantar Media, with more than half devoted to network TV, cable TV and digital display.

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What: Johnson & Johnson shifted its US $1 billion-plus U.S. media buying account holding from Interpublic’s J3 to OMD, to be effective immediately.
Why it matters: This means a major win for Omnicom Media Group, specially after the failed merger with Publicis group last month.The media-buying account includes all the J&J U.S. businesses.

JJOMD-USA_profile_logoJohnson & Johnson has shifted its US $1 billion-plus U.S. media buying account holding from Interpublic’s J3, a J&J-dedicated unit of UM, to OMD. The shift is effective immediately. Still, J3 will continue to handle media planning, which is the largest piece of the media business concerning revenue. The media-buying account includes all the J&J U.S. businesses.

The decision was made less than 19 months after J&J last reviewed its U.S. media business and less than two months since Kim Kadlec, who had been point person on that review, left her position as worldwide VP-global marketing of J&J to become head of relationship marketing at AOL. But the change doesn’t have anything to do with Ms. Kadlec´s departure, according to a J&J spokeman. Actually, her position at the company hasn’t yet been filled. Michael Sneed, Ms. Kadlec’s boss at J&J, will continue in his role as VP-global corporate affairs overseeing marketing and communications throughout J&J.

Apparently, this move comes after former Coca-Cola executive Alison Lewis´ hiring as the first chief marketing officer of J&J’s consumer business, which is by far the biggest media spender in the company.

The move reflects that Publicis Groupe-Omnicom merger break-up earlier this month, has not affected OMD, at least when it comes to J&J.

“Our marketing leaders who have responsibility for what the marketing plan looks like across the enterprise made the decision based on the suite of offerings of each agency. We’re taking a look at everything we’re doing and trying to figure out the best mix,” a J&J spokeman said.

“Interpublic remains a highly valued partner to Johnson & Johnson around the world and will continue to play an important role for us in the U.S. and globally,” interpublic, the holding company behind J3 and UM, said in a statement.

“J3 is proud to continue to provide the most strategic services to J&J including strategy, planning, content development and activation,” said a UM spokeswoman.

Interpublic is said to have lost much of its creative work with J&J in recent years, including accounts such as Tylenol in 2010 and some brands .However, it will remain on the creative roster with Acuvue, and digital shop R/GA has several J&J assignments.

Source: Adage

What? MRM, the global digital and direct agency within McCann Worldgroup, has acquired the Brazilian agency E/OU.
Why it matters? This acquisition increases MRM’s global presence with 31 offices in 22 countries. MRM works with brands like General Motors, Nestle, Intel, Google, Zurich Financial Services, The Coca-Cola Company, Verizon, MasterCard and Johnson & Johnson. Nestle, Nike and Regus are some of MRM Brazilian clients.

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With this acquisition, the new agency will be called E/OU MRM.

MRM’s President Michael Mclaren commented, “We are excited to be joining forces with E/OU in Brazil. E/OU delivers powerful core CRM and eCRM capabilities”.

E/OU is the second investment by McCann Worldgroup in Brazil this year after Preview, an agency specializing in health and wellness communications.

E/OU MRM, which has about 80 employees, will continue to be led by its current key management, including Fabio Caldeira de Souza, COO and VP-Client Services; Eduardo Rodrigues, VP-Creative Director; and Eduardo Marino Soutello, VP-Planning & Research.

What? UM won Hershey’s Media buying and planning account, previously held by OMD.
Why it matters: The Hershey company spends more than US $500 million in media in the U.S. only and is growing substantially overseas, particularly in Latin America. Interestingly, the Hershey account will be included in Initiative(UM’s) recently announced Programatic Trading program. Initially in North America (including U.S. Hispanic market), Puerto Rico and Mexico.

Hershey'sThe Hershey Co. said it has switched ad agencies after an eight-month review process, hiring New York-based Universal McCann for all of the chocolate giant’s global paid media planning and buying. The assignment includes all paid media, including TV, print, digital and Hispanic for the U.S.–the company’s largest market–as well as Hershey’s growing international businesses. Key growth markets include China, Mexico, India and Brazil. Hershey has previously worked with OMD.

The company spends an estimated US $500 million in measured media in the U.S. alone. Global spending wasn’t immediately available but the company said on a recent earnings call that it planned to spend 20% more on ads in 2013. That’s after a significant hike in spending last year.

Inclusion in new Programmatic Program, also for U.S. Hispanic

IPG Mediabrands last week announced that it has formed a consortium of ‘like minded companies’ including A+E Networks, AOL (including Adap.tv), Cablevision, Clear Channel Media and Entertainment, to work with MAGNA GLOBAL to create an end-to-end, integrated programmatic-buying business model. The arrangement will allow IPG Mediabrands access to Consortium members select media and data, and the inventory will include display, video, mobile, digital out-of-home, radio and TV, some of which hasn’t been previously available to buy programmatically before. Sources at UM/Mediabrands in Miami tell Portada that Hershey’s will be included in the recently announced program. This will gradually also be done for the U.S. Hispanic market as well as for Puerto Rico and Mexico. Later on, the programmatic buying roll-out will include the rest of Latin America.

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What? UM won Hershey’s Media buying and planning account, previously held by OMD.
Why it matters: The Hershey company spends more than US $500 million in media in the U.S. only and is growing substantially overseas, particularly in Latin America. Interestingly, the Hershey account will be included in Initiative(UM’s) recently announced Programatic Trading program. Initially in North America (including U.S. Hispanic market), Puerto Rico and Mexico.

Hershey'sThe Hershey Co. said it has switched ad agencies after an eight-month review process, hiring New York-based Universal McCann for all of the chocolate giant’s global paid media planning and buying. The assignment includes all paid media, including TV, print, digital and Hispanic for the U.S.–the company’s largest market–as well as Hershey’s growing international businesses. Key growth markets include China, Mexico, India and Brazil. Hershey has previously worked with OMD.

The company spends an estimated US $500 million in measured media in the U.S. alone. Global spending wasn’t immediately available but the company said on a recent earnings call that it planned to spend 20% more on ads in 2013. That’s after a significant hike in spending last year.

Inclusion in new Programmatic Program, also for U.S. Hispanic

IPG Mediabrands last week announced that it has formed a consortium of ‘like minded companies’ including A+E Networks, AOL (including Adap.tv), Cablevision, Clear Channel Media and Entertainment, to work with MAGNA GLOBAL to create an end-to-end, integrated programmatic-buying business model. The arrangement will allow IPG Mediabrands access to Consortium members select media and data, and the inventory will include display, video, mobile, digital out-of-home, radio and TV, some of which hasn’t been previously available to buy programmatically before. Sources at UM/Mediabrands in Miami tell Portada that Hershey’s will be included in the recently announced program. This will gradually also be done for the U.S. Hispanic market as well as for Puerto Rico and Mexico. Later on, the programmatic buying roll-out will include the rest of Latin America.

Join us at PORTADA Mexico!