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.
- Estée Lauder
Estée Lauder is expanding its presence in Latin America. Daniel Rachmanis, the firm’s Senior Vice President for Latin America, explained to Diginomica that Estée launched its first brand e-commerce site 2 years ago for Clinique in Brazil, and sales have steadily grown. Later this year, we plan to unveil our second e-commerce site in the country, this time for M-A-C,” Rachmanis said. “Looking further out, we expect to launch e-commerce in Mexico and Chile in fiscal ’15. We also have 10 marketing sites for our brands throughout the region, and we have a local presence on Facebook, Instagram and Twitter in many markets.”
Global hygiene company SCA, owner of the Bodyform, Tena and Tempo brands, has appointed ZenithOptimedia to handle its global media planning and buying account.The agency will take up duties on January 1 and be responsible for SCA’s media communications across 46 markets including France, Germany, Italy, Malaysia, Mexico, Russia, Sweden, UK and US. ZenithOptimedia will provide a range of integrated media services including research and insight, communications planning, media planning and buying, ROI measurement and evaluation. The account will be led from ZenithOptimedia’s global headquarters in London, with local strategy, planning and buying handled by the network’s offices around the world.The appointment marks the consolidation of SCA’s media business into a single global agency.SCA’s portfolio of personal care and tissue include Bodyform, Libero, Plenty, Tempo, Tena, Velvet and Zewa.
Geman airline Lufthansa is reviewing its global media planning and buying account, which Mindshare has held for the past 13 years.The WPP network successfully defended the business in 2010 after a five-month pitch process involving Carat and UM.Mindshare runs the account, which covers around 40 countries, from its Frankfurt office. The agency’s managing director, Andreas Schmitt, leads the Lufthansa account team.The business has billings of around £2.2 million in the UK, according to Nielsen, but the majority of spend is focused on other European markets, as well as the US and Asia-Pacific.