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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LoSamba – Argentina ::: Lumia – México ::: LAN – Tribal Worldwide LatAm ::: Ecopetrol – Rep/Grey Colombia ::: Bimbo Argentina – Midios ::: Hospital Alemán – Usaval – Grey Argentina ::: LoJack – DiPaola Argentina ::: Samsung :::
Samba – Argentina
Led by Paul Marcovich, Samba has established in Argentina as a consulting firms that specializes in strategic planning and brand building, in order to start operations in Peru, Colombia and Paraguay in 2015.
Marcovich previously worked at Cinco Yardas, Fischer America and Scarpato. From his position at Samba, he will operate two lines of business: Brand Value Integration, brand ecosystems where products, services and content are planned and strategically integrated with each other, looking to “surround” the consumer with the brand, and omnichannel Intelligence, the design of an integrated user experience and seamless environment between physical and digital content.
Lumia – México
The Argentine independent digital agency Lumia, founded in 2006 by Sebastián González and Paul Carone, has opened its’ doors in Mexico to provide answers to the specific needs of that market.
According to the agency, in this new phase they will seek to promote what they consider their element of distinction: to generate a coherent digital strategy based on the relationship between target audience, market and different level of impact communication platforms. Lumia Mexico counts with the lumia.mx website.
LAN – Latin America
LAN has chosen Worldwide Tribal as its social networks regional agency. The network’s offices in Miami and Buenos Aires has joined forces to hold the account in a customer base that includes McDonald’s, Hasbro, Liberty Seguros and Bridgestone, among others.
Tribal Worldwide believes to have been chosen because they are a contemporary and digital network that is always ready to provide strategic , creative and production services to leading multinational brands.
Ecopetrol – Colombia
Rep / Grey has won the Ecopetrol account. This is the first account the agency wins after a competitive bidding, since the arrival of the creative vice-presidents duo of Juan Carlos Palma and Sebastian Mallarino in mid-2014.
In a pitch in which other 17 agencies participated, Rep / Grey managed to achieve a three-year contract, starting in January 2015.
Bimbo – Argentina
Bimbo Argentina has chosen Midios, an agency headed by Hector Gonzalez, to be responsible for media strategy and community management of all its products: breads, toasts, pizzas, muffins, snacks, among others.The agency will be also responsible of handling Always On agendas, launching activations and social media actions.
LoJack – Argentina
LoJack has picked Di Paola as its’ connections company in tasks involving developing activities with the customer base on special events, welcome new customers, LoApp communications, and cross-selling, among other . It will also be responsible for the LoClub launch, the renewed benefits club for clients of the firm.
After a global marketing services review, Samsung has let incumbent agencies such as Publicis Groupe’s Leo Burnett and Starcom MediaVest Group’s Starcom to retain their portions of the business. Leo Burnett bested shops such as Grey to retain its role as global agency network and Starcom remains the global shop for media planning and buying, according to sources. The other finalists for the media business were WPP Group’s MEC and Interpublic Group’s BPN, said sources.In addition, another Publicis Groupe agency, Rosetta, will join Samsung’s roster and take on a chunk of the global digital business, along with others, including Sid Lee and Interpublic’s R/GA, which already works on the brand.Samsung spends an estimated US $2 billion on media annually. The global review had no effect on agencies that work regionally for Samsung.