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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 Latin American consumers right now.

For prior Sales Leads LatAm editions, click here. 

  • Kimberly-Clark

Kimberly-Clark continues to break stigmas and barriers for its consumers through innovative campaigns like ‘Let’s Move On’ – a recent Gold Effie Award-winning campaign led by Intimus® and KOTEX® in Latin America designed to challenge society’s negative perceptions of periods.As leading feminine care brands that champion womens’ progress, the Intimus and KOTEX brands continue to take steps to innovate our products to meet the needs of modern women while breaking period taboos. This year, Intimus and KOTEX introduced #SheCan – an evolution of the campaign to continue to push for progress.”Periods are part of being a woman. They do not define who we are or prevent us from achieving what we want in life,” said Samia Chehab, Kimberly-Clark General Manager of Adult and Feminine Care in Latin America. “As a market leader, KOTEX has an obligation to shine a light on those stereotypes that shouldn’t be alive anymore in today’s society. It’s our role to make it easier for future generations of women.”

  • Sigue Money Transfer

Sigue Money Transfer (Sigue), a leading U.S. remittance company to Latin America, announced its service will be available in thousands of Mexico’s largest and most well-known chain of convenience stores, OXXO. The expansion to Sigue’s network is made in partnership with TransNetwork, a B2B fintech integrator and processor of payment solutions. Sigue customers can now conveniently send money to beneficiaries through more than 16,700 OXXO stores located across cities and towns in Mexico, as well as through a total of over 38,000 Sigue payment locations throughout Mexico.

 

 

  • American Express

American Express announced it has selected IPG/Universal McCann (UM) to support its strategic media planning and buying globally, ending 20-year Mindshare relationship. This announcement follows the completion of a global media agency review that the company initiated in June of this year. Beginning January 2019, UM will work across American Express and in collaboration with its creative agencies to help the company deliver its new global brand platform, “Powerful Backing.” Launched earlier this year, “Powerful Backing” is focused on communicating all the ways American Express backs its customers in life and business to help them thrive.MediaLink, a strategic advisory firm led by digital experts Michael Kassan and Wenda Harris Millard, managed the review.In the U.S. last year the firm spent US$295 million on measured media according to Kantar Media. 

 

 

  • Intel Corp.

Santa Clara, California-based technology company Intel Corp. has appointed a Dentsu Aegis Network solution called “Team Intel” as its global media agency of record.The company´s new media team will handle digital, social, programmatic, search, offline media and analytics and will be staffed by people from the networks’s shops including Carat, Merkle and Amnet. The team will work closely with creative agency McGarryBowen and Intel’s other creative shops. Intel will continue to work with incumbents iProspect and Cardinal Path for search and digital marketing.OMD has been the incumbent since winning the brand´s media business back in 2008. The Team Intel relationship will handle hundreds of campaigns across more than 20 countries and the team will be located in regional hubs in Los Angeles, London, Singapore and Beijing, the holding company said in a statement.IntelCorp. spent an estimated US$86 million in the U.S. in 2017, according to Kantar Media.

  • JetBlue

JetBlue announced a series of network changes that will advance its strategy in multiple focus cities. The reallocation of service will result in a new JetBlue city in Ecuador, new service between current JetBlue cities, and additional flights on popular routes. JetBlue will launch new service at Guayaquil, Ecuador’s José Joaquín de Olmedo International Airport (GYE) with flights from Fort Lauderdale-Hollywood International Airport (FLL) (a). Service will operate daily and is expected to take off in the first quarter of 2019. Guayaquil becomes the second JetBlue city in Ecuador – Quito launched in 2016 – and the sixth JetBlue city in South America overall. The new flights between Fort Lauderdale and Guayaquil expand JetBlue’s footprint outside the U.S., and is part of a broader reach into international markets. In recent years the airline has built a robust network throughout Latin America and the Caribbean and now operates in 22 countries. JetBlue is a leading airline in markets like Puerto Rico, Cuba and the Dominican Republic. The airline also serves more than a dozen unique island destinations throughout the Caribbean along with various cities in Mexico, Colombia, Costa Rica and Peru.

  • Marriott International

Marriott International debuted a bold new media campaign showcasing the power of its independent hotel platform across the company’s three collection brands: The Luxury Collection, Autograph Collection Hotels and Tribute Portfolio. Rolling out globally through the end of the year, the creative campaign reinforces the growing demand among today’s consumers for the unique travel experiences found at Marriott International’s global portfolio of 300 independent properties.Conceived, developed and produced by creative agency MATTE Projects collaboratively with the brands’ marketing team, the campaign was inspired by the idea that everyone has a story – referring to the hotels themselves and guests who leave with a lasting impression. The collection category campaign was shot on 5 continents.Led with a :60 hero film, shorter executions will roll out across a variety of platforms ranging from in-flight entertainment and cinema theatres, to digital and social media – first in North America followed by Europe and Latin America through the end of 2018.

 

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

 

  • United Airlines

United Airlines has awarded its global media business to Dentsu Aegis Network following a review that began this summer. Carat will handle media planning and buying, Merkle targeted marketing and 360i social media. The airline’s creative agency of record is Dentsu-owned mcgarrybowen, which retained the account in 2016 after a closed review. The brand´s Ad spend was nearly US$220 million in 2017, according to the company’s annual report for that year.

 

 

 

  • GSK

Publicis Media has been awarded pharma giant GlaxoSmithKline US$1.7 billion global media assignment.The firm’s last global media review was in 2015 when it divided the assignment between incumbents Mediacom and Mindshare and Omnicom Media Group’s PHD.Publicis Media has created a dedicated agency unit for the account. GKS spends US$1.8 billion on advertising in 2017, per its annual report for that year. PHD handled the U.S. media work while GroupM shop Mindshare managed media in APAC and Latin America.

 

 

 

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

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

For prior Sales Leads editions, click here.

 

  • Avocados From Mexico

Avocados From Mexico (AFM), the number-one selling avocado brand in the U.S., will be showcasing their new robust year-round shopper communication platform, initiatives, and partnerships at the upcoming PMA Fresh Summit Convention & Exposition in Orlando, Florida, at the Orange County Convention Center from October 18-20, 2018.The brand is launching its “Savor Every Moment” shopper communications platform.AFM will be launching its new year of national shopper marketing initiatives strategically designed to make 2018–2019 a resounding success. The lineup of partnerships includes CPG brands Ritas®, Tabasco® Sauce, Smithfield® Bacon and Tostitos® Tortilla Chips to support Fall Football, the Big Game, the Basketball Championships and Cinco de Mayo. AFM’s national shopper activity will be reinforced with efforts that spotlight big opportunities, like salads. This Fall, AFM will be highlighting the #2 usage occasion for avocados, with a salad-inspired digital hub. A first ever for produce, this e-commerce targeted site will incorporate shoppable salad recipes that initiates user generated content, recipe review capabilities and partnerships with Fresh Gourmet and The Incredible Egg.AFM will also be partnering with The Incredible Egg to focus on registered dietitian outreach, to connect with consumers by supporting Heart Health and National Nutrition Months as nutrition is the top category driver for avocados.

 

  • American Express

American Express announced it has selected IPG/Universal McCann (UM) to support its strategic media planning and buying globally, ending 20-year Mindshare relationship. This announcement follows the completion of a global media agency review that the company initiated in June of this year. Beginning January 2019, UM will work across American Express and in collaboration with its creative agencies to help the company deliver its new global brand platform, “Powerful Backing.” Launched earlier this year, “Powerful Backing” is focused on communicating all the ways American Express backs its customers in life and business to help them thrive.MediaLink, a strategic advisory firm led by digital experts Michael Kassan and Wenda Harris Millard, managed the review.In the U.S. last year the firm spent US$295 million on measured media according to Kantar Media. 

 

 

  • Intel Corp.

Santa Clara, California-based technology company Intel Corp. has appointed a Dentsu Aegis Network solution called “Team Intel” as its global media agency of record.The company´s new media team will handle digital, social, programmatic, search, offline media and analytics and will be staffed by people from the networks’s shops including Carat, Merkle and Amnet. The team will work closely with creative agency McGarryBowen and Intel’s other creative shops. Intel will continue to work with incumbents iProspect and Cardinal Path for search and digital marketing.OMD has been the incumbent since winning the brand´s media business back in 2008. The Team Intel relationship will handle hundreds of campaigns across more than 20 countries and the team will be located in regional hubs in Los Angeles, London, Singapore and Beijing, the holding company said in a statement.Intel Corp spent an estimated US$86 million in the U.S. in 2017, according to Kantar Media.

 

  • United Airlines

United Airlines has awarded its global media business to Dentsu Aegis Network following a review that began this summer. Carat will handle media planning and buying, Merkle targeted marketing and 360i social media. The airline’s creative agency of record is Dentsu-owned mcgarrybowen, which retained the account in 2016 after a closed review. The brand´s Ad spend was nearly US$220 million in 2017, according to the company’s annual report for that year.

 

 

 

 

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.

 

 

  • GSK

Publicis Media has been awarded pharma giant GlaxoSmithKline US$1.7 billion global media assignment.The firm’s last global media review was in 2015 when it divided the assignment between incumbents Mediacom and Mindshare and Omnicom Media Group’s PHD.Publicis Media has created a dedicated agency unit for the account. GKS spends US$1.8 billion on advertising in 2017, per its annual report for that year.PHD handled the U.S. media work while GroupM shop Mindshare managed media in APAC and Latin America.

 

 

 

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.

What: Harley-Davidson has selected a customized team from a range of Interpublic Group agencies to handle its global creative, media and digital marketing account.
Why it matters: The team is Headquartered in Detroit, with regional hubs in New York, London and Singapore.

5PbTWa3G_400x400 IPGlogo_twitter_400x400Harley-Davidson has selected a customized team of talent and resources from a range of Interpublic Group agencies to handle its global creative, media and digital marketing account after an extensive holding-company review.

Headquartered in Detroit, with regional hubs in New York, London and Singapore, the newly-created Team Ignite is comprised of creative and strategic resources drawn from a range of IPG agencies.

Michael Roth, Chairman and CEO of Interpublic Group, commented, “Team Ignite has the strength, experience and creativity to help Harley-Davidson grow demand and build on their substantial market leadership position. It’s a great example of the ‘open architecture’ model we’ve championed at IPG for over a decade. With collaboration at its core, Team Ignite gives Harley-Davidson the ability to deliver custom, integrated marketing across channels, tracking the ways consumers interact with this iconic brand around the world.”

Join us at PORTADA Mexico!

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 Database of Corporate Marketers and Agency Executives with newly introduced upgraded features (see details at the bottom of this article). 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322 or e-mail her at silvina@portada-online.com.

For prior Sales Leads editions, click here.

  • Delta Air Lines

descarga (3)Delta Air Lines has selected Atlanta-based agency Moxie, part of Publicis Media, as its new social media agency following a competitive review. Moxie will manage social efforts, including strategy, content creation and analytics, across Delta’s core channels: Facebook, Instagram, LinkedIn, Twitter and its “Taking Off” Tumblr page. Media was awarded to Omnicom’s PHD in April. Last year it consolidated global digital duties with WPP’s AKQA.

 

  • BMW

DejX49rF_400x400IPG’s UM is retaining BMW’s US$300 Million U.S. media account after the carmaker decided to keep its U.S. media agency assignment following a 14-month review that began in May of 2015.BMW spent about US$185 million on ads in 2015, according to Kantar Media.UM won the account in 2009.

 

 

 

 

  • Fantástico 

CnWxExCWIAAnnFjFantástico, the free, hyper-local, mobile-optimized site that provides Latino consumers with a ticket-purchasing experience that is entirely in Spanish from homepage to checkout, announced it will launch its first consumer ad campaign in the New York market next week. The campaign, a comprehensive Spanish language grassroots effort that includes subway ads, digital, street teams and branded promotional materials, will target Hispanic consumers looking to purchase tickets on the mobile devices they use the most and in the language they speak. The advertising features a contest with weekly prizes of tickets to popular events.Fantástico was introduced last month into the New York market by Schramm Marketing Group, the marketing agency specializing in multicultural marketing and ticket sales promotions. The website, www.Fantastico.nyc, caters to the region’s large Spanish-speaking community in the nation’s sports and entertainment capital. The campaign will specifically target this demographic with strategically placed advertisements on select platforms and trains of the number 7 subway line, which is heavily populated with Hispanic commuters as well as New York Mets game attendees en route to CitiField in Flushing Meadows, Queens.

  • FullSix Media by Havas

images (1)Havas Group is launching FullSix Media, its third full-service media network operating alongside flagship Havas Media and Arena Media. The new network, dubbed FullSix Media, was created on the foundation of FullSix Group, a Paris-based digital marketing services shop it acquired last year for $75 million.The new network, which launches Sept. 1, integrates FullSix with Havas’ preexisting Forward Media unit, to form a new global media services practices with operations across Europe, Latin America and the U.S, Mediapost reports.The new entity will be headed by FullSix Group Founder and CEO Marco Tinelli, former WPP exec.Tinelli joins the Havas Media Group’s executive committee.

  • Coronado Brewing Co.

imagesIndependent creative agency Grupo Gallegos  has been named creative AOR agency for Coronado Brewing Co., a San Diego-based brewery that continues to define West Coast craft beer. The appointment followed a competitive review.Sources close to Coronado Brewing Co. told Portada that the company does not work with a media agency. The agreement with Grupo Gallegos does not include traditional media buying, but brand activation.Coronado Brewing Co.’s beers are currently sold in 19 states, including California, Arizona, Colorado, Connecticut, Florida, New York, New Jersey and Nevada, as well as internationally. In May, Grupo Gallegos was named digital and social agency of record (AOR) for Hass Avocado Board. In addition, the agency is AOR of California Milk Processor Board, TurboTax and Foster Farms, among others. Grupo Gallegos is also a roster agency for Kia Motors America, focusing on the Hispanic market.

  • GlaxoSmithKline Consumer Healthcare

4f04e6a303341df5bbe81beafdf29f33_400x400GlaxoSmithKline Consumer Healthcare consolidated its global agency roster to nine shops across advertising, digital, content, PR, expert marketing and shopper marketing to support its brands.Edelman has been appointed for content and PR.Media will continue to be managed by Omnicom’s PHD and WPP’s GroupM.

 

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Sales Leads: Weekly more than 20 new leads uploaded to the Database by the Portada Team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.
SPECIAL INTRODUCTORY OFFER:
For a short period of time we are offering the database for an introductory annual subscription of US$ 899!
Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

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. 12 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-961-9516 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • Dunkin’ Brands

aWjYe13J_400x400The operator of Dunkin’ Donuts and Baskin-Robbins chains signed to partner with Madison Square Garden.  As part of the agreement, the Dunkin’ Donuts brand will have significant ad space during Knicks, Rangers and Liberty games and will also become the official coffee for those teams.

 

 

  • Subway

zGQs55Qp_400x400BBDO has released its first campaign for fast food chain Subway  under the “return-to-roots” message in time for Subway’s 50th anniversary.The ad flashes back to 1965 when founders Fred Deluca—played by his son Jonathan—and Peter Buck opened their first restaurant together. Their focus: Freshness, bucking a zeitgeist of TV dinners and gimmicky restaurant themes to pioneer a now-fashionable aversion to overprocessed foods. Honesty, simplicity and good old American family values are what Subway is really about, the ad suggests, after heavy investment in messaging for its previous tagline, “Eat Fresh.

https://youtu.be/TR8qmmuZvUE

  • Chevrolet ‘Real People’

REvQ1EGD_400x400Chevrolet is promoting connectivity via GM’s OnStar 4G LTE, with a new campaign.Although Chevrolet offers 4G LTE across all vehicles, the new work focuses on Silverado and is the latest in a series featuring truck owners learning that the best-in-class vehicle attributes they may have associated with Ford or Ram are actually Silverado’s. The new ad, part of Chevrolet’s “Real People, No Actors” campaign, shows how connectivity turns Silverado into a mobile office. The Silverado campaign, via Chevrolet’s global agency Commonwealth//McCann, comprises a TV spot in an unusual 45-second format, with a 15-second cut-down. There is also a long-form digital version plus two new Silverado videos on Chevrolet.com. The spot shows several guys invited by Chevrolet to compare the connectivity of the Silverado with that of a Ford F-150.The automaker launched the “Real People” campaign last April, all streamed live on YouTube and at ChevroletBestDayEver.com.

https://youtu.be/WV9-D-o4a4o

  • IPG

IPGlogo_twitter_400x400Interpublic Group is moving its company headquarters to 909 Third Avenue, New York, NY. From the founding of the company in 1961 through 2004, IPG’s offices were located in the Time Life Building at Rockefeller Center. With the move, IPG corporate will share an address with more than a dozen IPG agencies. including DeVries, FutureBrand, Genuine, Golin, Jack Morton, Octagon, Rogers & Cowan and Weber Shandwick.

 

 

  • Discover
    GXUk5dSg_400x400Discover has released its first national TV effort for the “Discover it Miles” card today. The spot illustrates how everyday purchases can allow card members to travel without boundaries. It includes radio, digital and direct channels.Creative was handled by The Martin Agency while Dentsu Aegis Network handled media buying.The spot will also run during the Golden Globes and the Grammy Awards. It will appear throughout Discover’s first-quarter media schedule in both linear and digital video.This is the first national television spot for this specific card.The spot features a modern cover version of the classic song “Don’t Fence Me In” covered by singer/songwriter and YouTube star Nataly Dawn.The spot features both actors and animation.https://youtu.be/UvIM16Myde0?list=PLgi5bkpLKPoy1kZa8pkJzenQ8BxA9Xwwo

What: Programmatic ad spend will account for about a third of display and video expenditures this year, or about US$14.2 billion, up 49% compared to 2014.
Why it matters: In adition, programmatic ad spend will reach US$37 billion by 2019, accounting for half of display and video expenditures. That’s an average annual growth rate of 31% over the next four years.

descargaProgrammatic ad spend will account for about a third of display and video expenditures this year, or about US$14.2 billion, up 49% compared to 2014, according to a just-released study from IPG Mediabrands’ Magna Global.

The report suggests programmatic ad spend will reach US$37 billion by 2019, accounting for half of display and video expenditures. That’s an average annual growth rate of 31% over the next four years.

The U.S. is leading the global adoption of programmatic with US$7.7 billion of transactions expected in 2015, per the Magna study. The U.S. represents 54% of the global programmatic market. Programmatic transactions will represent 43% of total display and video dollars this year in the U.S., growing to 62% by 2019.

The U.S. is leading the global adoption of programmatic with US$7.7 billion of transactions expected in 2015

Real-time programmatic will represent 81% of total programmatic this year, per the study, with most transactions occurring on open exchanges or through invite-only exchanges with additional constraints but ultimately auction-based pricing.

The largest markets in programmatic dollars are the U.S., UK, Japan, China and Germany.  In the U.S. and UK, programmatic spend already represents nearly half of total banner display and video dollars spent.

Programmatic markets are developing in significantly different ways. In North America, Western Europe and Australia, established premium digital sales channels were already in existence when programmatic trading was introduced. As a result, publishers in these markets typically introduce premium inventory through their own controlled environments such as publisher cooperatives, a concept that originated in France.

By format, Programmatic is still dominated by display. In 2015, display formats will represent 74% of total programmatic spend. By 2019, however, video dollars will represent 55% of total programmatic dollars, up from today’s 26% share.By device, programmatic is still dominated by desktop formats. In 2015, Magna expects 72% of programmatic dollars to be spent on desktop platforms. By 2019, however, desktop and mobile will be evenly split, each claiming half of the total programmatic spending pie.

 

We are introducing our new monthly column written by Lorena Hure, who provides “tidbits” or “digital nibbles” of the latest in the Latin American Digital Media market. That is, those news which only the industry insiders are aware of and do not come from any press release. Thus, all updates that Portada’s audience clearly deserves to know.

I have been part of the digital industry for more than 10 years. During this time, I have had the opportunity to serve key companies in the region and to visit different countries participating in various projects.
I have firsthand witnessed the evolution (and revolution) of advertising and digital marketing, and met professionals with whom I have, for many years, kept in touch in meetings, events and even through social networks.

Many of my former co-workers today conduct their own businesses. Many others, have chosen to continue their careers in large companies.

These years of travels and friends in key positions have all shed some light on my own vision of the industry. I’m part of this. I have learned so many things that I would like to share some with Portada’s audience through this monthly column.

Here are some of the latest news of the digital world in Argentina and Chile.

Chile: agency moves

valenciaI visited Santiago de Chile last month and learned that Cristián Valencia left his position at Initiative, to take up a similar role at Starcom MediaVest, where from now on he will be in charge of coordinating the digital team.

At Initiative, he will be replaced by Pato Ugarte, who will lead Initiative’s digital media team.

Wishing both og you the best!

IPG Chile wins CCU

At IPG Chile, I was told that CCU has been recently added to IPG’s client roster. CCU is a major beverage company, with a substantial participation in the beer, pisco, rum, wine, cider, soft drinks, juices, bottled water, functional beverages and candies business. CCU diverse product portfolio includes owned, licensed and imported brands, including Heineken, PepsiCo, Schweppes, Pernod Ricard (to name a few.)

Cheers!

From Argentina to Mexico

Juancito-AlmironFriends and family where happy to see photos of Juancito Almirón (former Punto Fox and DataXpand) farewell party in many social networks. Apparently, he is moving to Mexico to take up as Head of DMP at Affiperf, Havas’ trading desk.

Good luck Juancito!

 

Kickads is kicking …. and Getting Bigger

Pablo-gomezA few weeks ago, I run into part of Kickads Argentina’s team at the IAB Now event in Buenos Aires. It seems the team has got bigger: in less than two years, they went from being just 5 folks, to 25. Not bad. In addition, they have recently appointed Pablo Gomez (former US Media Consulting) as Head of Ad Operations. These guys promise.

Headway is Celebrating 5 Years in the Industry

Some days ago, Maggie Solé, marketing manager at Headway Digital, told me over a coffee chat that in October, Headway is celebrating 5 years since its launch (yes… five years!). You have come a long way, boys. This means upcoming celebrations in Buenos Aires (lookforward to your party invite :-))

Appointments and Promotions at Rekket

Leandro-SantoroLast week, I had lunch with Marcelo Garcia Cisneros (founder and CEO of Rekket.com). Marcelo told me that Leandro Santoro has been promoted: from now on, he will be the Chief Revenue Officer at Rekket, after having served as sales manager.

In addition, Florencia Schenone (who had left to join another company) is back as VP of Sales Performance. It seems that where there was fire, ashes remain…
That’s all for now, folks.

See you next month, with all the latest news and tidbits of what is going on in the Latam digital ecosystem.

Advertising agency Hill Holliday, whose clients include Dunkin’ Donuts, has spun off its media operations as Trilia, a stand-alone agency inside IPG’s Hill Holliday. According to Trilia Media president Cindy Stockwell, Trilia is a mashup of “true” and “real” to reflect how the company approaches every relationship with clients, with tech and content partners and with each other, Adweek reports. In a similar move to Hill Holliday with Trilia, LatinWorks last year spun off its media unit and called it  NTrigue. 

7-WKqr7k_400x4005d70e61cc7dfd9a2c6f74498c1cdb861_400x400“The open triangle reflects our belief that pricing transparency is absolutely critical to a solid relationship with our clients. If you look at the conversation in our industry in the last few months, we see a general lack of transparency that we think is bad for business,” Stockwell said.

When launching Trilia, the agency wanted to be able to invest in tools, technology and data sets to give  clients an edge in the marketplace. To do that, they needed to be in a position to create a revenue stream. After talking to key search consultants, who felt that media creativity was really lacking in the rush to data and low CPM, they realize clients were hungering for a partner that could provide both.

The industry is starting to recognize that there needs to be a true blurring of the lines between media and creative,”Stockwell added.

Because of its heritage as a full-service agency, Trilia naturally works that way. Media buys complemented by social programs that amplify the creative message are so much more effective at driving up time spent with that message. But the media team needs to understand the brand positioning, and needs to work very closely with their creative partners to make sure the message is actually amplified. Conversely, creatives should be using data to inform their campaigns.An example of which is the work Trilia does  with TJX and their creative partners around their holiday campaign. For the past five years, they have created social engagement programs as diverse as social influencer programs to a custom gift recommendation engine. The goal is to get on the target’s holiday shopping list by leveraging their social and technology behaviors to amplify the holiday campaign and share their experience within their social networks.

Stockwell assures Trilia has made a very conscious decision to tell its clients exactly what fees they are paying in the programmatic space.

“We can drive the overall CPM of the buy down by more than 25 percent—while driving up the time spent with our client’s message.” Stockwell said when she launched Trilia. By using data and consumer insights, and pairing paid media with social experiences, can drive those kinds of numbers for any client, at least on a portion of their budget.

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

::: Cinemax Latin America – Bernardo Iturriaga ::: Kraft Heinz Company – Eduardo Pelleissone, Francisco Sa  ::: Ariadna – Marco Vinicio Corrales, Alejandro Mora, Andres Rodriguez, Jaime Chavez ::: John Sintras – IPG :::

Click here for previous Latam Changing Places editions

bernardo_iturriagaCinemax Latin America has strengthened its presence in Mexico, appointing Bernardo Iturriaga as director for ad sales in the country.Through the appointment, the HBO network intends to improve its strategic planning and capitalise on the brand’s engagement with the local audience.Iturriaga will report directly to Reanata da Conceiçao, VP for advertising sales. Iturriaga has over 19 years experience working in the advertising sales  business, having been working at Mexico’s TV Azteca as director of national sales, a position in which he was in touch with many free-to-air (FTA) TV advertisers and ad agencies in the country.In Mexico, Cinemax offers exclusive access to all HBO and MAX series, such as Game of Thrones, in addition to films from Warner Bros, Disney Studios, Universal Pictures or Sony Pictures, among other production houses.

 

zyO6i4lG_400x400Kraft Heinz Company has announced a new senior leadership team in the wake of the the soon-to-be-completed merger between Kraft and Heinz.Effective upon the close of the merger transaction, The Kraft Heinz Company senior leadership announcements include:

 

Eduardo Pelleissone as EVP of Global Operations. In this role, Mr. Pelleissone will have direct accountability for the Company’s supply chain, quality, procurement and operations functions in North America and globally. Mr. Pelleissone joined Heinz in July 2013 as Head of Operations.

Francisco Sa as Zone President of Latin America. Mr. Sa joined Heinz in June 2014 as Zone President of Heinz Latin America. Mr. Sa served as Zone President for AB InBev’s Latin America South business from 2012 to 2014.

descarga (1)Ariadna has new vice presidents at the local and regional level:

 

 

 

 

Marco Vinicio Corrales is the new executive VP regional managing director for Latin America.
Alejandro Mora is the new Senior VP managing director of Colombia.

The below were also promoted:

Andres Rodriguez as senior VP of product and strategy for Latin America.

Jaime Chavez as senior VP of new business in Latin America.

descarga (2)Starcom Mediavest Group chairman John Sintras will join IPG’s New York operations as president of global business development and product innovation.The SMG chairman role in Australia will not be filled, while the global role will be occupied by US-based Kathy Kline, a member of SMG’s Global Product Committee.Globally, he led SMG’s Global Experience Product and recently added the responsibility of leading the Human Experience Strategy global teamHis departure date from SMG is yet to be announced. He will join IPG next year.

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 COROPORATE 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!

 ::: Papa John’s – Initiative ::: IPG – Turkish Airlines ::: Richards/Lerma – Marca Lamasney  ::: Ogilvy Brazil – KLM airline  ::: Concept Media – Ledesma ::: OLX – Ogilvy&Mather Brazil :::

  • Papa John’s

descargaPizza chain Papa John’s has selected Interpublic’s Initiative as its global new media agency. Initiative’s will focus on strategy and buying for digital and traditional media and social.The pizza retailer spends about US $130 million on ads annually, according to Kantar.The selection came without a formal review. The incumbent was Zimmerman Advertising, a Fort Lauderdale, FL-based agency. Initiative will handle the account out of its New York office. PapaJohn’s is present in most Latin American countries but not in Brazil and Argentina.

  • Turkish Airlines

9K9zoDMW_400x400IPG Mediabrands media group has been chosen by Turkish Airlines to develop strategic planning and media plans for the Turkish airline.

“I am very happy with this incorporation to our customer base. I feel pride and a great challenge to be part of this great team, “said Sandra Muñoz, Managing Director of Initiative.

  • Marca Lamasney / Mexico

ojfnTFoz_400x400As of February onwards, a new phase begins for Richards / Lerma in México. Marca Lamasney is joining Richards / Lerma, an independent agency originated in the United States with offices in Mexico. Richards / Lerma was founded six years ago by Pete Lerma. The agency is part of The Richards group, “the largest independent media group in America.” After six years of being an independent agency working for clients such as Bimbo, P&G, Abbott , Obela, and Bonafont among others, Marca Lamasney takes the next step by joining efforts and experiences with the American agency Richards / Lerma, which has offices in Dallas, Buenos Aires and Mexico DF. In Mexico, is in charge of brands such as Jeep, Chrysler, Dodge Fiat Chrysler Automobiles’s and projects for Google, among others. Aldo Quevedo and William Tragant, founder of Fury in Buenos Aires, and partner of Richards / Lerma will be in charge of the creative leadership of the three offices. In Mexico, the agency will be led by David Ravelo and Lourdes Lamasney. The agency operates under the name of Richards / Lerma Mexico.

  • KLM / Brazil

Ld-G0Des_400x400Ogilvy Brazil has just added group Air France-KLM airline to its portfolio. The new account will be handled from Rio de Janeiro offices, which since early last year have been operating as Air France agency in Brazil, under CEO Luis Carlos Francos leadership.

 

  • Ledesma / Argentina

descargaConcept Media agency has been chosen by notebooks and school parts company Ledesma, to be in charge of the ‘Back to School’ campaign for the brand Exito. The campaign will take place at the launching of the new notebooks line and can be seen from this week.

 

  • OLX / Brazil

K3lHSAXG_400x400OLX, a firm devoted to online classifieds, has assigned its advertising account to Ogilvy & Mather. Thus, the agency will begin to develop the new brand positioning in the local market. In addition to the winner, in the pitch they also participated DM9 Rio, Lew’Lara’TBWA, We and NBS.

Xavier Mantilla is the new SVP Multicultural at UM. Mantilla will work across all UM clients and also work at Identity across all IPG agencies. Portada interviewed Mantilla, a veteran in both the U.S. Hispanic and Latin American advertising and media markets, about his new position and the challenges ahead.

Portada: What will your main function be as SVP Multicultural at UM?
Xavier Mantilla, SVP Multicultural.: “The position is to work across all UM clients and also work at Identity across all IPG agencies to create best practices, more coordination and research support and most importantly best practices across all our clients for more in-depth work on the Multicultural arena in all media types with a focus on Digital.”

Portada: What accounts will you be working on both at UM and Identity (plus we understand that you will continue servicing Sony Pictures for Latin America)?

Xavier Mantilla, SVP Multicultural, UM
Xavier Mantilla, SVP Multicultural, UM

X.M.:  “As my position is not only a UM position but part of Identity, our charge is to be the Multicultural layer across all IPG agencies. So from a UM side, it’s every UM client in North America, but from Identity it opens the door to work with clients at Initiative, BPN and every media agency in the IPG family (ID Media and others in that space). My work will be directly with Deidre Small-Landau who heads Identity and so it’s really about making sure every IPG company is thinking about Multicultural and being best-in-class. This is very exciting and I am happy to be a part of Identity.”

How will you develop Identity’s multicultural (digital) business?
X.M.:  “Identity is a layer of rich experience within IPG. What our aim has become from the digital side is to enhance the bases, strengthen the knowledge and work seamlessly with partners that we are already engaging across the various agencies. We are finding out what national partners have strength in Multicultural, as well as test and learn to make sure we have best in class across every IPG agency. The days of single, stand-alone partnerships will not do as we want to increase efficiency and work across the partner sphere and find the sweet spots in each relationship, and develop these relationships that better serve our clients. In a true sense it’s a win-win for everyone.”

it’s really about making sure every IPG company is thinking about Multicultural and being best-in-class.

Mediabrands’ Magna Group has made inroads into programmatic trading how, if at all, is multicultural media buying being integrated?
X.M.: “As my role with Identity is a MediaBrands role, our first order of business has been to work with the Magna team, our Audience Platform and our programmatic solutions to be able to have the best in class. There has been a great start of conversations as well brining in the IPG MediaLab that allows us to test and find solutions to every agency in the IPG family. This is strength in numbers, and our clients benefit, plus benchmarking and excellence, so Magna’s role is crucial in this endeavor.”

Will Mediabrands Magna Group also include a group of Hispanic media properties in its automated media buying program ? (Last year it announced a partnership with some English-language cable channel, radio and TV networks in order to develop a “programmatic buying approach”.)
X.M.:
 “As I mentioned before, Magna is part of our structure and along with the IPG MediaLab the ultimate goal is to include properties that can give us concrete results and scale. And this would be reflected across all our planning and buying and so it would be across the multiple media types, but again, this is a process so we are in the early stages to get there. This is the start of something that we believe will be very different from what other media agencies are doing and we plan to really research, and showcase our findings. J3 has started their research and we are a part of it, so folks like Liz Medina at J3 are what make this exciting from a research and results level, as well as all the great research that Deidre and the Identity team already have in place and are currently working on -more news will come on this front from her soon.”

You are very experienced in both the Latam and USH markets: Where do you see the main differences between the Latin American – Miami marketplace and the U.S. Hispanic marketplace?
X.M.::”
I think the differences are marked between both markets. Tony Ruiz would always say – in Latam, that is the general market, while here we an integral part of the general market, not a sub-market. I always agreed in that description as work in the region can be focused on a particular country and all the media is “general market” so there is no question of acculturation or if the ad has to have Latin insights or not. Also the Miami marketplace is very much a re-seller market, in difference with Multicultural that you work with the partners themselves. This is because of the strong relationships that the re-sellers (companies that represent and sell media from various entities) have had with the ad agencies. This is an interesting model as it really does not work in-country (in countries of Latin America we buy directly from media properties who are our partners) but Miami has always had this interesting wrinkle. So it is an unusual market and I think as programmatic grows and we become more interconnected – it will be interesting to see how the Miami market will evolve, it’s definitely worth watching!”

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

John Rudaizky – EY ::: Nilufar Fowler  – Mindshare ::: Henry TajerIPG ::: Fabián Bonelli – Publicis ::: Silvana Siniavsky – Don :::

John Rudaizky has been appointed brand and external communications leader of EY. John joins EY as a partner from his team leader role across WPP companies.  John will be responsible for building the EY brand worldwide through a program of accelerated brand investment.

Nilufar Fowler, current MD of Mindshare Thaiand, has been appointed to lead Mindshare’s Unilever account on a global level. Previously David Pullan was in charge of the account and now will be in charge of the Mindshare’s New York office and chair of the global Unilever ExCo at Mindshare. Fowler has been with the Mindshare team for seven years, six of which were spent with the Unilever account team. Her new position will require her to focus on leveraging data-driven technologies to allow Unilever to reach the full potential of real-time marketing.

Don, the Argentinean agency leaded by Papón Ricciarelli, has named  Silvana Siniavsky  as new digital planner director. Siniavsky  has previously worked in Mexico for CIE, Euro RSCG, Resultics, Starcom MediaVest Group  and LiquidThread.

Fabián Bonelli leaves Ecuador after working for Geometry, to move to Publicis Panamá. Bonelli will lead the creative department of Publicis Panama.

IPG Mediabrands US, has announced the appointment of  Henry Tajer, actual Executive Chairman of IPG Mediabrands Australia, as Global Chief Operating Officer. He will report to IPG Mediabrands Global CEO  Matt Seiler.

 

 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

Martin Guirado – Nicolas Ramonde -IPG ::: Diluvia – Noline – The Blend ::: Kirk Perry -Google   :::

Martin Guirado has been appointed President for IPG Mediabrands Argentina and Nicolas Ramonde has been given the role of President, IPG Mediabrands for Uruguay, Paraguay and Bolivia. The global media agency network IPG Mediabrands has announced new appointments in the executive structure of the Southern Cone As part of its regional growth plan for 2014.

Diluvia and Noline has merged to create The Blend. The agency will be managed by Juan Mariano Mancebo, Paco Segovia, Rosa Gonzalez, Hernan Goñi, Andres Linares and Miguel Angel Torres. The new agency will have offices in Miami and Madrid targeting the Spanish speaking world.

Google hired senior P&G exec Kirk Perry as new president, brand solutions at Google. The executive will be in charge of all brand´s advertising efforts.According to Ad age, with the hire, Google is redoubling its efforts to pry brand advertising dollars from TV. Mr. Perry follows Lucas Watson, another former senior P&G exec who joined YouTube two years ago, and will report to chief business officer Nikesh Arora.

IPG Mediabrands, Interpublic Groups’s media agency ua expanding Magna Global’s presence in Latin America. MagnaGlobal is  the strategic global media unit of IPG responsible for forecasts, insights and negotiation strategy across all media channels.

Shaffia Sanchez
Shaffia Sanchez, EVP MagnaGlobal

A team of experts in the areas of negotiation, investment and market intelligence has been assembled. Team members are  based in Argentina, Chile, Colombia and Mexico The team is led by Shaffia Sanchez,  EVP Managing Director, World Markets at MagnaGlobal. Sanchez who is based in IPG/MediaBrands  Miami office. Karla Natareno is the group’s Investment Director and she previously worked at Havas Media in Miami.
MagnaGlobal manages negotiation, forecasting, analysis and client acquisition at  for IPG, Media Brands and BPN clients. It operates in 127 countries and manages more than US $30 billion of IPG’s annual revenues.