Omnicom Group




Golazo Voting

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

To subscribe to Portada’s Interactive Database of Marketers targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads editions, click here.

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  • Pernod Ricard

Pernod Ricard is taking more media buying in-house, according to Digiday. The brand has a small team of media buyers buying inventory directly from demand-side platforms such as Adobe Advertising Cloud (formerly TubeMogul) and Google’s DoubleClick Bid Manager. A quarter of Pernod Ricard’s digital media is bought by its own media buyers rather than its agencies. Pernod Ricard’s own burgeoning media expertise is meant to give it a better understanding of its investments, while simultaneously easing the eroding margins of its agencies. Like it has done with its in-house content-production team, Pernod Ricard takes on more of the day-to-day costs of managing its media investments such as adapting content for different channels and localizing assets, while its’ agencies are tasked with the strategy and creative responsibilities.


  • Wavemaker

WPP new media agency, formed by the in-house merger of existing shops MEC and Maxus, has been dubbed Wavemaker. The merger was announced back in June. With US$38 billion in billings, the resulting entity is being positioned as a “media, content and technology agency.” The merged agency network comprises 8,500 people serving clients in 90 countries via 139 offices around the world. According to the agency, the staff includes a mix of digital, data, content and platform/technology experts. Major global clients include L’Oréal, Vodafone, Marriott, Colgate-Palmolive and Paramount. Tim Castree will be the global CEO of MEC and Wavemaker Publicis Media veteran Amanda Richman would be joining in October as CEO of Wavemaker’s U.S. operations. The full rollout is expected to be completed by January 2018.


NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets –  as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here  Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!


  • NESCAFÉ Clásico

Casanova McCann created a new campaign for NESCAFÉ Clásico with Latin superstar Ricky Martin, which is the fourth consecutive year of this creative partnership. Produced by Letca Films and directed by Jorge Colon, the campaign includes TV, radio, OLVs, in-store and digital media. The campaign was shot in Mexico in between Ricky Martin’s latest concert tour dates. The campaign will launch in the U.S. later this year.








  • Barclays

Barclays, a financial services company, has moved its global media account to Omnicom Group following a review that began earlier this year, according to sources.WPP’s Maxus, now in the process of merging with sibling agency MEC into a new entity called Wavemaker, was the incumbent.Barclays spends around US$80 million on measured media annually according to Campaign.





We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New 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.


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

Gabriela Arroyo – McCann ::: Daniel Tártaro – OgilvyOne ::: Peter Sherman – Omnicom Group ::: Beto Cocito – DDB Argentina ::: Igor Moura y Leo Rolim – Havas Worldwide Buenos Aires :::

Gabriela Arroyo-Gabriela Arroyo has been promoted to telecommunication leader of McCann Latin America. Arroyo is also Account VP of WMcCann Rio and has been responsible for the TIM account since 2011.



Daniel Tártaro is the new general director of OgilvyOne, the direct marketing and CRM unit of the group. Tártaro has been working as digital integration director in Ogilvy Brazil. The executive has worked with clients like Coca-Cola, Globo TV, Telecine and GSK.

Peter Sherman-

Omnicom Group has announced that Peter Sherman, executive VP, will replace Troy Ruhanen. Sherman will be in charge of the innovation and relationship between the clients and the agency. Troy Ruhanen has been promoted to president and CEO of  TBWA Worldwide.

beto-cocito-Beto Cocito has been named general creative director of  DDB Argentina. Cocito has worked for Ogilvy Brazil and DAVID.



Havas Buenos Aires-Igor Moura and Leo Rolim have been appointed creative directors of Havas Worldwide Buenos Aires.

What: Publicis Groupe and Omnicom Group have decided to called off a US $35 billion “merger of equals, ”  that would have created the largest marketing and advertising agency holding company in the world.
Why it matters:Agencies called for a 50-50 ownership split of the equity in the new company.No termination fee will be paid as a result of the cancelled deal.

poPublicis Groupe and Omnicom Group have called off their US $35 billion “merger of equals, “  deal only nine months after having made the official announcement .

Both agencies alleged the reasons were mainly due to  “the difficulties in completing the transaction within a reasonable timeframe,” according to a Omnicom´s  statement. However, the issues ranged from complex tax structure to the firms’ opposing cultures , leading to difficulties on taking decisions about the executive team and which company would officially acquire the other. Agencies were also losing major work – more than US $1.5 billion in the past month alone – and apparently high-profile clients including Microsoft, Vodafone and Danone.

If the deal had gone forward, it would have created the largest marketing and advertising agency holding company in the world.It would have even casted a shadow on Dentsu Inc.’s US $4.9 billion acquisition of Aegis Group in March 2013 and WPP’s US $4.7 billion purchase of Young & Rubicam in 2000.

According to a statement , no termination fees will have to be pay by either party. A US $500 million termination fee would have applied if either company had walked away unilaterally, but this is not the case. As the process dragged on, however, there will be furthers costs. Not to mention, the money Omnicom has already invested (more than US $48 million) on pre-tax expenses into merger preparations so far, according to filings.

The merger was unanimously approved by the management board and the supervisory board of Publicis Groupe and the board of directors at Omnicom. Both agencies called for a 50-50 ownership split of the equity in the new company, Publicis Omnicom Group.

jm“I want to emphasize that while the proposed merger was time-consuming, we never took our eye off the ball in terms of what we needed to deliver for our clients, our people and our shareholders,” Publicis Chief Executive John Wren (photo:right) said in a statement from Omnicom. “And that has been reflected in our reported results. We’re bullish on 2014,”he added.

“The decision to discontinue the process was neither pleasant nor an easy one to make, but it was a necessary one,” co-CEO Maurice Levy (photo:left) said in a statement from Publicis. “Prolonging the situation could have led to the diversion of the Group’s management from its principle function: to best serve our clients.”

Domino effect

Some time after word leaked out that the deal was called off, Omnicom shares fell US $1.80, or 2.7%, to US $64.40 in after-hours trading, pushing the stock below the price where it traded before the merger was announced last July (US $65.11). WPP and Interpublic Group of Cos. shares, both rivals to Publicis and Omnicom, consequently climbed 8.7% and 10.0%, respectively.

The companies had initially assured the deal could be completed as soon as the end of 2013. But the two sides were never even able to file certain required securities filings.

“That the deal broke off is by now not much of a surprise, but to the extent that it fell apart because the management teams did not agree on sufficiently clear organizational structure or key management appointments ahead of time, this is in retrospect surprising that appropriate pre-merger planning was never completed,” said Pivotal Research Analyst Brian Wieser.

Source: Adage