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Portada is glad to announce Jose Bello has been appointed as Director, Multicultural and Latam at Omnicom’s Icon International Inc. Congratulations, Jose!

 

 

After three years as Senior Director, Total Market at Hearts & Science, long-time Portada collaborator Jose Bello is moving to another Omnicom company: ICON International Inc. ICON helps clients recover value from their underperforming assets in exchange of media. All media purchases made through ICON are at clients’ benchmark pricing and quality; thus, Jose’s mission will be to identify opportunities for clients to consider corporate barter as an efficient way to fund their media investments in multicultural and in LATAM.

Jose is an accomplished veteran in the industry with more than 25 years of experience in marketing, advertising, and media. At Hearts & Science he led the media team in charge of multicultural work for P&G, including the multi-awarded campaign “The Talk”— an effort against racial bias that received 8 Lion Cannes and a Grand Prix, Effies, Reggies, Festival of Media awards, 4A’s, and a TV Academy Emmy Gold Award for Outstanding Commercial in 2018. Prior to Hearts, he was Managing Partner at Mediacom New York where he worked with clients such as Anheuser Busch, MARS, Volkswagen, Subway, Revlon, and Dell, among others. Jose also spent 6 years at Starcom on different roles in Miami, Latam, and a two-year assignment in Russia to manage the Coca-Cola and Novartis accounts.

On his new role at ICON International, Jose will be based out of the newly-opened satellite office in Fort Lauderdale. We wish him good luck in his new endeavors at ICON!

 

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

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Omnicom has appointed Audrey Melofchik to President, DDB New York in addition to her current role overseeing Velocity OMC, Omnicom’s dedicated Johnson & Johnson agency. In her new role as dual President, she will have the same role and responsibilities at both agencies, reporting directly to Paul Gunning, President and COO of DDB U.S.

 

 

 

Leo Burnett has announced that executive chairman Mark Tutssel will retire after 34 years with the company. After a career as a leading creative director who helped drive Leo Burnett as a top agency, Tutssel will leave in June after aiding the transition process. He will work with Nick Law, chief creative officer of Publicis Groupe, and the Leo Burnett Global Creative Council, to aid its evolution.

 

 

 

Disney has tapped Fox Television Group’s CMO Shannon Ryan as President of Marketing for ABC Entertainment and Disney Television Studios. In this role, Ryan will overlook marketing, publicity, and communications for the network and Disney TV Studios.

 

 

 

 

LBI Media, a Spanish-language broadcasting company in the U.S., announced that it has appointed Wynette Gallegos Ortiz as director of sales for the Houston market. Ortiz has been with LBI Media since 2001. In this role, she will be responsible for staff recruitment, training, and development, as well as sales performance and revenue growth for LBI Media’s cluster of television and radio stations.

 

 

 

GroupM’s global data and measurement-driven media agency Essence has named Kyoko Matsushita the company’s first Global Chief Client Officer. Matsushita currently serves as Essence’s APAC CEO. She will continue to oversee the region as she transitions to her new global role.

 

 

 

 

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

(Looking for your next Career move? Check out Portada’s Career Board!)

 

Omnicom Media Group has tapped Scott Hagedorn, founder of Hearts & Science, as Chief Executive Officer, North America. Hagadorn will replace Page Thompson, who is retiring after more than four decades with the company.

 

 

 

 

 

Skyscanner has appointed Joanna Lord as its Chief Marketing Officer. Lord will be in charge of expanding the marketing department as well as boosting the brand and powering further global growth from its London HQ.

 

 

 

 

 

Lee Clow, the visionary behind campaigns like Apple’s “Think Different” and Adidas’s “Impossible is Nothing”, is retiring. The Global Director of Media Arts at worldwide advertising collective TBWA, and founder and Chairman of TBWA\Media Arts Lab, will move into an advisory role as Chairman Emeritus of the agency he founded in 2006 to, according to the press statement, “serve Apple and to embody his vision of an agency that impacts culture, rather than just ‘makes ads.”

 

 

 

National Instruments announced the appointment of Carla Piñeyro Sublett as its first Chief Marketing Officer (CMO). She will lead the global marketing efforts to elevate the company’s global brand, enhance customer engagement and identify efficiencies in proactive demand generation for growth.

 

 

 

 

 

 

Edelman has hired Judy John as its first global Chief Creative Officer. John, most recently Leo Burnett’s CEO of Canada and Chief Creative Officer of North America, will be based in Toronto and report to Richard Edelman, president and CEO.

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.

  • Toyota

The Toyota Corolla, a perennial top seller among light vehicles in the U.S., is on the way with a new platform and feisty personality. While much of the US car market has swung to the booming crossover segment, not all consumers have backed away from cars. Toyota believes there are still pockets of opportunity for car sales with multicultural groups. African-American, Asian and Hispanic consumerswill be key targets as Toyota looks to maximize the sales potential of the 12th-generation Corolla, said Sam De La Garza, Toyota’s senior manager of small-car marketing. The Toyota sedan campaign will have a similar feel to the hatchback’s ads, which are based on the “Greater Than” tagline. The brand is also  developing ads that will target African-Americans, Hispanics, Asians and then total market. Although the Corolla ranks 11th overall when looking at the industry as a whole, it sits at No. 2 among Hispanic buyers, trailing only the Honda Civic. It’s No. 6 among Asian buyers and No. 7 for African-American consumers.

 

  • Avon

Beauty brand Avon has consolidated its global media buying and planning business with agency Spark Foundry, following a formal review. Media Buying & Planning were previously handled by Publicis Media agency and WPP’s GroupM. From January 2019, Spark Foundry will “hub” the account from London. Key markets outside the U.S. include Argentina, Brazil, Colombia, Mexico, Poland, Russia, South Africa, the Philippines and the UK. Avon spent US$118 million on global advertising in 2017, according to its latest annual report. In 2016,Avon hired Horizon Media as agency-of-record for offline media and activation in the U.S., a move that came after the beauty brand separated from its global parent and became a privately held company in North America.The North American business, which is now majority-owned by Cerberus Capital Management, operates under the name New Avon, but is still known as Avon to consumers and representatives.

 

  • Hoy Health, LLC

Hoy Health, LLC has announced robust channel partnerships and reseller agreements with diverse healthcare and business entities, opening opportunities to bring quality healthcare programs and services focused on primary care to medically underserved and Hispanic populations. Hoy Health is an emerging health-tech company with solutions for individuals and institutional re-sellers that include affordable Rx drugs, chronic condition management programs and telehealth/virtual care. Hoy Health Establishes Key Partnerships Across Multiple, Varied Business Sectors; Meets Primary Healthcare Needs of Medically Underserved.According to Mario Anglada, CEO, Hoy Health. “Hispanics are the fastest growing population in the US, accounting for US$1.7 trillion in purchasing power.” Channel partners and resellers will offer products that span the Hoy Health ecosystem.

 

 

2018/2019 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.

 

  • State Farm

Insurance giant State Farm, which consolidated its marketing business with Omnicom early this year, is reviewing its PR duties. According to sources, the process involves the company’s relationship with Interpublic’s Weber Shandwick, which has served as State Farm’s lead agency for nearly a decade. As the US’s largest property and auto insurer, State Farm has a hefty marketing spend; In 2016, the company reportedly spent US$726m. Along with smaller regional partners, State Farm works with some non-Omnicom shops, including Translation which has produced multicultural-targeted campaigns for the client.

 

 

 

  • Buffalo Wild Wings

Buffalo Wild Wings parent company Inspire Brands announced that it has chosen The Martin Agency as its new creative AOR after a competitive review. The appointment follows a media agency assessment that resulted in Mindshare picking up the account from Horizon Media. Buffalo Wild Wings spent about US$75 million on ads last year, according to Kantar Media.

 

 

 

 

  • Volkswagen

WPP has won Volkswagen‘s creative account in North America, following a seven-month global agency review. The incumbent in the U.S. was Interpublic’s Deutsch. Omnicom will handle Europe and South America. The German automaker will centralize its marketing to be run from four main hubs that it calls “powerhouses.” They are based in Berlin, New York, São Paulo and Beijing. VW previously used roughly 40 agencies globally. Omnicom’s PHD remains Volkswagen’s global media agency.As VW’s “Powerhouse” agency for North America, WPP will handle Digital, Creative, Dealer and Production throughout the United States and Canada, with additional responsibility for Mexico. WPP formed a new entity to handle the account called The VW Partnership. The review covered the automaker’s flagship VW brand, not its other nameplates, which include Audi.Volkswagen is the 61st-largest advertiser in the U.S. with US$746 million in spending last year, according to the Ad Age Datacenter.

 

2018/2019 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.

At Portada Miami, over 300 brand leaders and decision makers gathered to hear our outstanding speakers and witnessed the official launch of Portada’s brand new council system. With topics ranging from payment systems and connected cars to out-of-home advertising, marketing in Latin America, and esports, attendees received a varied and complete glimpse into the future of marketing.

After months of organization, Portada Miami took place on April 19 at the exclusive East Hotel in Brickell. Over 300 executives got together last Thursday for the carefully curated list of conferences that opened with Mexican innovator and CEO of TelePay Patrick Becker‘s talk titled The Payment Systems Revolution. What can marketers learn from the advance of new payment systems? How do new payment systems change the approach to e-commerce and traditional POS systems?

 What is next is ‘back to the future’: connecting with consumers in an impactful way will never go out of style; the question is how you do it.

After the official launch of Portada’s brand new Council System, attendees heard about the perspective of César M. Melgoza, CEO & founder of Geoscape, recently acquired by Claritas, on data-driven digital and mobile advertising. “What is next is ‘back to the future’: connecting with consumers in an impactful way will never go out of style; the question is how you do it,” said Melgoza.

Other talks on technology included a panel on connected cars, the new technology that’s being used by car rental companies such as Avis Budget Group. Ricardo Casco, from Global Sales and Integrated Marketing Strategies at Avis Budget Group, introduced this emerging technology as a means to build loyalty from the foundation.

Attendees could also get a good idea of the future of marketing in Latin America thanks to two interviews conducted by Portada. First, president of Portada Marcos Baer interviewed Ricardo Arias-Nath, CMO of PepsiCo Beverages Latin America, to get his views on how marketing strategies should adapt to the new realities of the Latin American consumer. “Online subscription models are changing marketing. Brands of the future have to be top of mind or top of algorithm,” Arias-Nath asserted. Later, Portada’s head of content Janet Grynberg asked CEO of GroupM Latin America José María Sanabria about the firm’s new panregional approach. About this, Sanabria pointed out that “Advertisers should stay in Miami; it makes a lot of sense to see the region as a whole.”

What we’ve got to do is build content around our players, give them a voice.

The audience of Portada Miami also had the opportunity to listen to interesting discussions on passion-point marketing (e.g. sports and travel), like the talk between Chip Bowers, president of the Miami Marlins, and Michael Neumann, EVP, MD, at Scout Sports and Entertainment. In this conversation, Neumann asked the Marlins’ new president of business operations about his plans to further the Marlins’ quest to re-engage and expand baseball business in the diverse South Florida market and beyond after joining the team from the reigning NBA Champions Golden Gate Warriors. “Fans have an understanding and appreciation of players as much as they do of brands,” said Bowers. “What we’ve got to do is build content around our players, give them a voice.”

For a talk on soccer in the U.S. and Latin America, Jan Gerits, MD of Transformation Latam at Omnicom talked to Jill Leccia, Senior Marketing Director at Gatorade Latin America. They discussed exciting initiatives like 5v5, which encourages young soccer players in 25 countries to pursue their dream of becoming football players.

In an interesting mix of technology and passion-point marketing, attendees witnessed an exciting discussion on eSports and gambling, which generated a great response from the audience. Even though for some the idea of watching an eSports tournament sounds weird and even boring, Ben Spoont, founder & CEO of team Misfits, and Chris DouganHead of North America Communications, Genius Sports recommend all skeptics to go watch the content before thinking it’ll be boring. “In all of esports, the fastest growing market is Latin America. The engagement for new fans is really off the charts, and working with the MiamiHEAT will help that market grow in Florida,” stated Spoont.

Online subscription models are changing marketing. Brands of the future have to be top of mind or top of algorithm.

Later in the day, members of Portada’s travel marketing board, including chair of the board Trip Barrett, head of Travel Marketing content, addressed the difficult problem executives in the travel industry have to face when customers go through the elite status threshold. How do you keep them from turning to the competition? Alan Duggan, Regional VP, Business Development at Meliá Hotels and Álvaro Valeriani, Regional VP, Sales & Marketing Latam & Caribbean at Hyatt Hotels, were guided by Barrett through this discussion to try to solve the problem.

Finally, Valentín Bueno, CEO of Latcom, talked to Carlos Martínez, president of Fox Networks Group Latin America, about the revolution of out-of-home advertising. Technology is revolutionizing the way OOH media can reach consumers; Bueno and Martínez presented the case of Fox, one of Latcom’s successful case studies.

In conclusion, Portada Miami attendees had the opportunity to listen to the voices in charge of the future of marketing and innovation. From the way technology determines new ways to create loyalty and master trends like e-commerce and esports, to how sports are a means to fuel young dreams and help them get to the top, there was a feeling permeating the air that the future is already here, and Portada Miami was the best place for the right people to start discussing how to tackle it. All this without saying, the view was to die for. Are you regretting not being there? You’re still on time for Portada LA on May 10!

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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  • Nature’s Way

Nature’s Way, natural health supplements, superfoods and weight loss products company, has selected Publicis Groupe’s Spark Foundry for U.S. media duties following a review. Spark Foundry will be responsible for media planning and buying, data and analytics, search, programmatic and social media. Nature’s Way spends around US$30 million a year on ads in the U.S. It had previously worked with U.S. International Media. Nature’s Way brands include, Alive!, CalmAid and Ginkgold.

 

 

 

  • Staples

Retail chain Staples has appointed Boston-based agency Mediahub, IPG’s MullenLowe media division, as its newest agency partner following a review. Mediahub will handle the offline portion of Staples’ marketing efforts, including TV, out-of-home and print placements. Its first assignment concerns working on the Framingham, Mass.-based company’s big back-to-school campaign.Other IPG agencies working on the business are digital creative shop MRM//McCann and production unit Craft. iProspect currently handles the digital media portion of the business.Staples spends roughly US$100 million on measured media in the U.S. in each of the past two years and US$21.5 million during the first quarter of 2017, according to Kantar.

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!

  • Infiniti

Auto maker Nissan has appointed 72andSunny without a review to handle global creative responsibilities for its luxury brand Infiniti. The account was being handled by Crispin Porter + Bogusky, which retained its status as U.S. creative agency of record for the Infiniti brand. Last February, japan-based Nissan restructured its US$750 million relationship with Omnicom in the U.S, consolidating all related work on the East Coast in Nissan United, the dedicated Omnicom unit that handles its marketing business within the United States.The holding company formed Nissan United in 2013, which combines teams from Zimmerman on creative, TBWA\Chiat\Day and Nissan United’s NURVE team on digital and social, OMD on media buying, Critical Mass on brand website platform, fluent360 on multicultural marketing and Startacomm managing public relations. Nissan spent approximately US$171 million promoting the Infiniti brand in the U.S. last year, according to Kantar. Nissan is currently the fifth largest American auto advertiser. The Nissan United unit employs hundreds of Omnicom staffers across the country.

  • Toyota/Mazda

Toyota Motor Corporation (Toyota) and Mazda Motor Corporation (Mazda) signed an agreement to enter a business and capital alliance, with the aim of further strengthening their lasting partnership. The companies have agreed to establish a joint venture that produces vehicles in the United States, jointly develop technologies for electric vehicles, jointly develop connected-car technology, collaborate on advanced safety technologies and expand complementary products. In addition, Toyota and Mazda agreed to a capital alliance arrangement that preserves independence and equality for both companies.  John Abel, Senior Director Global Communications & Brand Integration Mazda Corporation, told Portada “The Garage” is indeed the AOR for Mazda in the US. It’s part of a strategic partnership the brand has with WPP Group to operate integrated model agencies in a number of Mazda’s international markets.The Garage was set up in 2010, following a pitch for the North American business (Canada, US and Mexico), building on investment in Europe (22 markets) and now extending to other places like Colombia, Taiwan, South Africa to operate some form of “Team Mazda” agency model. The Garage does more than just marketing / creative. The idea was to have under one roof, all aspects of Mazda’s communications business including Strategy, Account, Creative, Production, Digital, PR AND Media planning and buying.In fact ‘The Garage’ is a joint venture company in which 5 WPP firms have a stake – including JWT, Mirum, H&K (PR) AND Mindshare (Media). The media team at the Garage draw on services and scale from both Mindshare and Group M, but in terms of day to day – they run the media business in house, as part of the integrated “one stop shop”. Young & Rubicam/The Bravo Group, integrated into The Garage Team Mazda, handles Mazda US Multicultural account.

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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 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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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: Time Warner Inc. has moved Warner Bros.’s US$250 million digital media account to Dentsu’ agency Merkle.
Why it matters: Omnicom, incumbent of Warner Bros’ digital media account, will continue handling the traditional media part of the account.

9f18050d0286a2477a9103650b803775_400x400 exdu2xwr_400x400Time Warner Inc. has moved Warner Bros.’s US$250 million digital media account from an Omnicom media-buying to Dentsu’ agency Merkle as part of an effort to link up data across Time Warner brands.

Omnicom will continue to handle the traditional media part of the account.Merkle also supports HBO. The studio, which is by far the biggest spender within Time Warner, spent $906 million on U.S. paid media in 2015, according to Kantar Media.The studio’s total digital media account will be north of US$250 million, according to the people familiar with the matter.

The move is in line with marketers’ growing desire to link up data from various online efforts, like e-commerce, video streaming and ad buying to better target individuals.

Time Warner brands include CNN-parent Turner and HBO.

Media consultancy Unbound helped Time Warner with its agency review process, according to people familiar with the matter.

 

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. 20 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Jennifer Chan at 347-840-1311 or e-mail her at jennifer@portada-online.com SEE A DEMO OF THE DIRECTORY!
For prior Sales Leads editions, click here.

  • Heineken

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (6)Following a review, Heineken announced that Omnicom’s TracyLocke is its new agency of record, leaving aside Geometry Global in less than a year, Agency Spy reports. TracyLocke becomes therefore Heineken’s new gency for shopper marketing and InMarketing and for channel driven retail solutions. Geometry had been AOR for Heineken USA’s Commercial Marketing, National Accounts Off-Premise and Regional Marketing business for several years prior to being named AOR for “Hispanic and Total Market retail and shopper marketing” in early 2015. TracyLocke will handle national brand portfolio work for the entire roster of U.S. Heineken brands including Tecate, Dos Equis, Newcastle, Amstel Light and more. It will also be in charge of regional marketing and designing localized market activations.The appointment marks the end of Heineken’s relationship with Geometry Global in the U.S., but not globally.

  • E*Trade

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (5)Financial company E*Trade has put its media agency assignment into review, according toMediapost. GroupM is the incumbent and has held the assignment since 2014 when  the company shifted the business from PublicisGroupe’s Spark without a review. GroupM is expected to defend.

 

 

 

  • Delta Airlines

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (7)Delta Airlines has kicked off a media agency review with Joanne Davis Consulting supporting the search, Adage reports. PublicisGroupe’s Digitas is Delta Airline’s current incumbent. Delta spent US$54 million in domestic measured media in 2014, according to Kantar Media.

 

 

 

  • Omnicom

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (8)According to Omnicom CEO John Wren, the holding company would be launching a third global media agency network within the next few weeks. The new shop would join OMD and PHD in the holding company’s stable of global media agency brands. Wren said the new agency would give the company “additional capacity to manage more client relationships.” In addition, Wren said the new agency would be structured differently than the existing two networks.

 

  • Carnival Corp.

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (9)Carnival Corporation has begun evaluating its global media agency relationships and costs across brands, according to Adage. However, this is not a formal agency review. Carnival Corp. is theowner of other brands like Carnival Cruise Lines, Princess Cruises, Holland America, Seaborn and Costa Cruises, among others.Carnival spent US$115 million on U.S. measured media in 2014, according to Kantar Media. In 2013, the company carried out a media agency review and selected  PHD.

 

  • Wendy’s

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (1)Wendy’s® has launched a new marketing campaign, internally dubbed Deliciously Different™, designed to allow customers to learn what makes Wendy’s Deliciously Different. The first installment will focus on Wendy’s signature hamburger – Dave’s Single™ (and Dave’s Double™ and Dave’s Triple™). The advertising focuses on Wendy’s promise to deliver fresh beef from locations close enough to its restaurants that the beef never has to be frozen*, and on improvements such as the new bakery style bun. The creative also includes “Easter Eggs” hinting to other experiences on Google, Tumblr and a microsite at Othr-Guyz.com (Hispanic: othr-guyz.biz) which educate the consumer through an infomercial about all the great things one can do with frozen beef, besides eat it. The campaign has both general and Hispanic market elements, with unique executions tailored to both demographics.

  • BURGER KING®

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (10)BURGER KING® restaurants are bringing the signature flame-grilling technique they’ve been perfecting for more than 60 years to hot dogs with the launch of Grilled Dogs. The new menu item will be available at participating restaurants nationwide, starting February 23rd.  The launch will be accompanied by a campaign that will rely heavily on digital and social media, with a TV spot that is rolling out a few weeks after the Feb. 23 launch. Digital efforts will be handled by Code and Theory, while David Miami is in charge of the TV campaign.Horizon Media handles TV and digital media buying. Other agencies involved are Alison Brod PR for public relations and 500 Degrees for merchandising.Internal training videos about the hot dogs, which will also be released publicly, feature rapper Snoop Dogg for English-speaking restaurant employees and TV personality Charo for Spanish-speaking ones. With this launch, BURGER KING® restaurants will serve hot dogs in more restaurants than any other restaurant chain in the U.S.1Grilled Dogs will be available in BURGER KING® restaurants and drive-thrus every day of the week throughout the year.

  • Pernod Ricard

Portada-Online.com - HomePage - Image - 1200 x 628 - 1.9-1 - News (11)French liquor group Pernod Ricard SA said  it will reorganize its North American business to focus on its core U.S. market, where demand for its Jameson whiskey brand is growing while sales of Absolut vodka remain in a slump.Pernod said it has reorganized its Americas business, separating Canada and the U.S. into a stand-alone North America division. Meanwhile the Latin American operations will now be part of Pernod’s Europe, Middle East and Africa business.As part of the reorganization, Pernod is promoting Paul Duffy to Chairman and Chief Executive of Pernod Ricard North America from his post as Chief Executive of Absolut. Philippe Dréano, the head of Pernod Ricard Americas, will be retiring from the company after a 27-year career at the firm, the company said.

 

 

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: Omnicom’s Q4 2014 results showed a net income of US $329.5 million versus US$300.5 million in the year-ago quarter. Worldwide total revenue increased by 5 per cent to US $15.3 billion. Interestingly, Omnicom disclosed that programmatic revenues were around US$ 140 million or 1% of total revenues.
Why it matters:  While programmatic is growing, Omnicom’s leadership was somewhat cautious about the future growth prospects of automated media buying and associated technologies and services.

imagesOmnicom Group shared fourth-quarter 2014 results showing a net income of US $329.5 million or US$1.30 per share versus US$300.5 million or Us$1.13 in the year-ago quarter Worldwide total revenue increased by 5 per cent to US $15,317.8m.

Programmatic trading added almost US$20 million in incremental revenue to Omnicom Group’s top line in Q4 2014, suggesting that media buying trend continues to drive growth for agencies. Programmatic revenues were around US $140 million for full-year 2014,  about 1% of total revenues (US$15.3 billion).

For full-year 2014, the holding company’s programmatic revenues were around $140 million, CFO Philip Angelastro told investors during the company’s earnings call. That’s about 1% of total revenues ($15.3 billion).

“Good Growth”

But on the company’s earnings call with investors, CEO John Wren seemed to tamp down enthusiasm over the potential business uplift from the programmatic trend. “I’m expecting good growth from it but not the type of growth we had as we were starting it up,” he said.

Adexchanger notes that in a followup research note, Pivotal Research analyst Brian Wieser cautions that  “a wild card for Omnicom is how much incremental revenue will be generated via media trading revenues associated with principal positions it takes. If growth from this activity moderates, then the impact should be limited,” he said.

Wren added that “We are building digital, data and analytical capabilities by investing in our agencies and partnering with innovative tech companies.” “Our creative talent is working side by side with engineers from Facebook, Google, Instagram, Twitter and others,” he said.

Omnicom’s Q4 results include US $13.3 million in pre-tax charges, mostly comprised of professional fees, due to its terminated merger with Publicis Groupe. Organic growth represents change in revenue without taking into account the impact of acquisitions or disposals or currency fluctuations.

 

 

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!

 ::: Pepsi-Omnicom ::: WPP-Wunderman-Phantasia ::: MetLife-Wunderman ::: Gillete-BBDO New York ::: Socialive-Unilever :::

  • Pepsi

hm1zxkGT_400x400Pepsi has selected Omnicom over New York agencies Lloyd&Co and Moondog for the creation of its latest global ad campaign in its ‘Live For Now’ campaign. The 30-second ad features the track ‘High’ by US group Young Rising Sons, and concludes with a jingle last used in a 2001 TV commercial starring Britney Spears. A series of four ads will run in North America, Europe and Latin American markets.The company has confirmed that global brand ambassador Beyonce will not appear in any Pepsi marketing during 2015.

http://youtu.be/hSuAckQdUZE

  • Wunderman

CzyzZKl1_reasonably_smallWPP agency Wunderman has acquired a majority stake in Peru-based digital marketing agency Phantasia to develop its strategic network in Latin America.Founded in 1998, Phantasia employs 200 people at its Lima office, and has been a Wunderman affiliate since 2012. Its clients include Telefonica, Backus, Banco de Credito, Samsung and Coca-Cola.WPP claims to generate US $1.6bn in annual revenues in Latin America, though only US$40m currently from Peru, where the company employs 700 people.

  • MetLife Latin America

f1f1047088aca00696c82bf080691b1b_reasonably_smallInsurance company Metlife has chosen Wunderman’s Regional Hub to develop social networking and corporative sites strategies.Wunderman’s Regional Hub will be responsible for implementing digital strategy for social networks and corporate sites of MetLife in Latin America.

  • Gillette

bad2b44647d8321cd90f65ef162975a5_reasonably_smallGillete has released its new global campaign, a BBDO New York effort, “Usa tu y” .The campaign is a proclamation against stipulated labels that indicate what women are or should be. Thus, real women’s complexity is much higher than that of the stereotypes about women.

https://www.youtube.com/watch?v=VFEaj2rNknU

  • Unilever

descargaUnder the slogan “Social is alive, so are we,” is born the new agency Socialive. The new agency has won all Unilever digital accounts (creative).Socialive is led by Lucia Verdaguer, Nicolas Bugari, Cañeque Lucia and Francisco Mora.

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!

::: Panasonic System Communications- Latin3 ::: G6 Hospitality-Motel 6 -Studio 6- Latin America ::: Spotify-Omnicom ::: OLX-Buenos Aires  ::: FIAP-Mexico ::: Andy Awards – Wieden + Kennedy :::

Panasonic System Communications

eiERukd-_reasonably_smallLatin3 has become the Latin American agency of record for Panasonic System Communications Company of North America.The agency will handle Panasonic’s digital marketing, media planning and media buying for its Toughbook ® rugged mobile computers and Toughpad ® rugged tablets for the Latin American region.Read more.

  • G6 Hospitality

G6 Hodescarga (4)spitality, known in the US and Canada for its iconic brands, Motel 6 and Studio 6, has announced the expansion of its portfolio to include these two brands in Latin America. As part of the strategy  of the company to introduce these brands in the Latin American market, G6 Hospitality has announced an agreement with LatinaPromohoteles, a Promodesa organization’s division , headquartered in Mexico. Latina Promohoteles America is planning to open 55 properties of Hotel 6 / Studio 6 towards the end of 2020, which will be located in several cities in Mexico and will be built using “Phoenix” design elements , which are offered in the Motel 6 and Studio 6 properties in US and Canada.

  • Spotify

descarga (5)Omnicom Group media division in Mexico has announced a partnership with free online music platform Spotify. Spotify will bring Omnicom’s customers a new way to reach consumers (article in Spanish).

 

  • OLX

descarga (6)OLX, the global platform that offers online classified service, support and development , has opened new offices in Buenos Aires, from where it offers support, service and development globally. The building is located in the porteño neighborhood of Belgrano, where more than 250 professionals provide comprehensive global services to the entire company. Agustin Garicoche is OLX’s Country Manager in Argentina.

  • Andy Awards

descarga (8)Andy Awards organizers have launched a 365 campaign for social media developed by Wieden + Kennedy. In this campaign, three people with the most difficult professions in the world explain why they do not have what it takes to endure the demands that advertising creative faces. The campaign consists of three spots with the same message: “Donde solo los más valientes son recompensados” (“Where only the bravest are rewarded”) .These three pieces are called: Especialista en desactivación de municiones explosivas (EOD Specialist), Cirujano (Surgeon) y and Bombero (Firefighter.)

What: Advertising company Publicis Groupe is acquiring Sapient, a digital agency and communications company, for US $3.7 billion in an all-cash transaction. Publicis is also creating Publicis.Sapient, a new organization that will house all of Publicis’ digital and technology-focused assets including Razorfish, Rosetta and DigitasLBIs.
Why it matters: Sapient will help Publicis go deeper into digital offerings and online activities, and bounce back from its failed attempt to merge with Omnicom Group Inc. The acquisition fullfils Publicis’ goal of deriving 50% of its revenues from digital marketing and technology services. Publicis recently announced a 20% investment in performance marketing firm Matomy. Sapient owns Hispanic and Latam ad shop La Comu.

descarga (1)After a failed attempt to merge with rival Omnicom Group Inc., advertising company Publicis Groupe will acquire Sapient, a digital agency and communications company, for US $3.7 billion in an all-cash transaction . This is Publicis’s second acquisition in less than a month after acqacquiring programmatic platform RUN and and taking a 20% position in performance marketing company Matomy Media.

Both companies’ boards have approved the offer  and Alan Herrick , CEO of Sapient, will become CEO of the new Publicis.Sapient  that will house all of Publicis’ digital and technology-focused assets — including Razorfish, Rosetta and DigitasLBI — and be focused exclusively on digital transformation.This is the first time also, that all Publicis’s digital assets and digital agencies are line up under a whole unit.

Sapient stockholders will receive US $25 in cash for each share. Publicis is paying 19.2 times Sapient’s earnings before interest, taxes, depreciation and amortization. That compares with a multiple of 14.5 times for similar targets over the past five years, according to Bloomberg.

“This deal dramatically changes the profile of our group. We will get access to new revenue streams and markets. We’ve been investing for many years in digital capabilities for one simple reason: it’s the future,” Publicis CEO Maurice Levy said.

Publicis will finance the purchase with cash and borrowings, without selling shares as the company received a firm financing commitment from Citigroup Inc. The transaction is expected to be completed in the first quarter of 2015.

A shift in Strategy

Publicis is pushing the company deeper into digital offerings following a shares decline of 17% this year. Sapient, owner of SapientNitro, a leading digital advertising agency, would push Publicis further into online activities. Publicis will add nearly 13,000 Sapient people to its existing staff of 62,000, and many of them are experts in everything digital, including designing websites, coding and analyzing data to better target ads to consumers.

Through its Global Markets division, which serves industries such as banking, energy and finance, Sapient has an existing consulting practice that may extend to other categories and provide advisory services around marketing technology and strategy. Publicis is shifting the majority of its digital activities to the newly created Publicis.Sapient, including DigitasLBI, Razorfish and Rosetta.SapientNitro’s biggest clients includes Unilever, Vail Resorts, and Queensland Tourism. Sapient employs about 13,000, and its 2013 gross revenues were US $1.3 billion. Net profits were about US $77 million. As of 2013, about 70% of its business came from its digital agency, SapientNitro. Another 25% was attributed  to Sapient Global Markets, serving the capital and commodity market needs of clients in the financial and energy industries.

It will also give Publicis Groupe access to new markets and creating new revenue streams. This acquisition fulfills many of Publicis Groupe’s objectives

“Sapient is a ‘crown jewel,’ that will  give Publicis Groupe access to new markets and creating new revenue streams. This acquisition fulfills many of Publicis Groupe’s objectives: we will enhance our leadership position in digital, achieve our goal of deriving 50% of our revenues from digital and technology three years ahead of our 2018 plan, and leverage technology, consulting capabilities to expand in new verticals, and offering new and exciting opportunities to our talents,” Levy said in a statement this morning.

“What we will do over time is expand the vertical consulting presence within Publicis.Sapient in order to cross-pollinate, in order to feed the other pieces of Publicis.Sapient and have deep expertise in vertical segments in which we operate to help clients construct solutions to take advantage of opportunities. You’ll see us both deepen as well as expand the types of consulting we do,” said Sapient CEO Alan Herrick.

 

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. 10 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Kelley Eberhardt at 1-212-685-4441 or e-mail her at kelley@portada-online.com SEE A DEMO OF THE DIRECTORY!

  • La Bella®

la bellaLa Bella(®),a Hispanic brand in styling and beauty products, has announced the unveiling of a completely new product packaging design and brand logo for its set of beauty offerings, after nearly three decades of the same design. The new packaging and logo initiatives reflect a more modernized approach for the brand and will begin rolling out in the coming months in various retailers, including Walmart and Target. The new packaging and logo design will affect all of the brand’s personal care offerings including styling, skin, hair and body care products.The new appearance was designed to give the brand a more contemporary and updated look, and is set to be fully bilingual in English and Spanish to reach Hispanic consumers.

  • Dos Equis

dos11Mexican beer maker Dos Equis will launch its “Most Interesting Summer” program at retail and in on-premise accounts in June. Through weekly and monthly challenges (ranging in complexity) which will run throughout the summer, Dos Equis will invite participants to “up their game” and submit video or photo chronicles of their adventures for the chance to win several prizes, including an excursion to the Yucatan. Program activation, led by POS, will instruct shoppers to text “STAYTHIRSTY” to receive challenges and submit proof of participation via Instagram or to the program web site. Limited edition displays, stackers, price cards and cooler decals will be available at retail, along with cross-merchandising, grocery and C-store offers (where legal). On-premise accounts will be provided with POS that encourages shoppers to participate in on-premise challenges designed to keep them returning throughout the program period. Dos Equis “Most Interesting Summer” program will run nationwide June 1 through August 31 2014.

  • Omnicom

ttOmnicom signed a US$ $230 two-year million ad deal with Twitter .The agreement is focused on mobile spending and will integrate OMG’s programmatic ad buying unit Accuen with Twitter’s ad exchange MoPub. Omnicom will receive inventory access, locked-in ad rates and a first look at mobile ad units created by Twitter. This is the first holding company agreement Twitter has done on the mobile Ad exchange side, according to Twitter ´s Adam Bain .

  •  Bud Light

vvchelaBud Light, official sponsor of the upcoming World Cup, has launched “Vuvuchelas”, a LatinWorks´ initiative. “Vuvuchelas”are basically a glass of beer that when you finish drinking, becomes the famous horn “vuvuzela”. The production of the piece was conducted by Landia / RDYA.tv. These horns will then be used to celebrate and drink chelas (beers) at the same time. The vuvuchelas were introduced at various bars in the United States.

CHECK OUT Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Kelley Eberhardt at 1-212-685-4441

A recap of major news on the Marketing and Media front from around the web compiled  by Portada Digital Media Correspondent Susan Kuchinkas.

Upfronts in a Time of Overwhelming Supply

The combination of online video and the ability to target audiences there may profoundly change the TV upfront process, according to industry execs. While super-premium TV, especially live event coverage, may still require buying upfront, many see most buying moving to programmatic, real-time markets. Mediapost got predictions from Magna Global, GroupM and others. Read more.

Tweets Target Languages

Twitter enabled language-targeting for promoted tweets and promoted accounts, so that marketers can reach consumers in their preferred languages. Someone might see promoted tweets in multiple languages if his or her Twitter activity shows more than one language, according to ClickZ. Read more.

Merger of Ad Giants Falters

Major schadenfreude last week, as the Omnicom/Publicis merger failed to launch. The two advertising behemoths had said that combining forces would allow them to be more competitive in the changing tech landscape. While the companies’ CEOs had agreed to act as co-CEOs for close to three years, a power struggle to appoint other C-level executives may have torpedoed the deal. Reuters got some candid quotes from both sides. Read more.

Who the Heck Is Hispanic?

Does it make sense to maintain the distinction between mainstream and multiculti agencies in an America that’s increasingly multicultural? That was the hot topic at the AHAA: The Voice of Hispanic Marketing conference, AdAge says. The debate is similar to that which took place in the early days of digital, when traditional and digital agencies jostled for the lead, while clients sometimes acted like bewildered traffic cops. What’s the answer? It still depends on who you ask. You can download the AHAA Total Market Benchmark Study Advertisers Preliminary Findings from the AHAA website.  Read more.

Occupy Digital Advertising

The growing wealth from online advertising is unequally distributed, with the bulk of ad dollars flowing to rich companies, while news publishers go hungry, a new report says. Digital advertising grew 16 percent in 2013, but news organizations are fighting for a smaller piece of the pie. Who’s getting fat? Well, Google, duh — and all its ilk. Pew Research says, “Big tech companies that largely aren’t in the business of creating news content continue to dominate the digital ad space, often because they are able to reach much larger audiences than news organizations can.” In fact, half of all digital ad dollars go to just five companies. Read more.

Pulpo Media Seeks Missing Hispanics

Pulpo Media unveiled a new data-driven platform it says will help marketers reach hidden Hispanic segments, especially acculturated ones. For example, the agency identified what it calls the 1.5 generation, that is, adults who may technically be foreign-born or first-generation, but were mostly educated in the United States. Although they make up 35 percent of the first-generation immigrant population in America, Pulpo says they have not been taken into consideration in previous data models. That’s just one of the segments the Hispanic Acculturation Model aims to help advertisers reach. Read more.

Publicis OmnicomAlmost a year ago, Publicis Group and Omnicom agreed to merge and the combined global Advertising Holding was to be called Publicis Omnicom Groupe. Well on Thursday both companies issued a joint statement calling off the merger.  According to the release the cultural differences of the two advertising giants were essentially too great, and didn’t bode well for running what would be one very large multinational company. The merger would have put together an entity which would have had  more than 60% of Hispanic Media Buying power as both Publicis and Omnicom manage some of the largest Hispanic media buying and planning accounts (see Tables below). Now that media planning and buying power is going to be much more fragmented, because, as Forbes points out, “Big is not a strategy“.

Publicis combined agencies have  by far the largest media buying power in the Hispanic market. The merger would have added  Omnicom’s media agencies OMD Multicultural and Bromley to the new group. Calculated by client billings, the new combined Publicis-Omnicom entity would have had  61.1% media buying power among the top 16 Hispanic media buying agencies.

Going Separate Ways

(Omnicom and Publicis Agencies among Top 16 Hispanic Media Buying Agencies)

Agency

Group

Key Clients

2012 Revenues (in US$ million)

Tapestry

Publicis

Gilette, Novartis, Procter & Gamble, Burger King,  Red Lobster

20.5

MV/42

Publicis

P&G, Post Foods, CoverGirl, Olay, Kraft, Continental, Wrigley

18.5

Conill

Publicis

 T-Mobile, Toyota

7.6

ZO  Multicultural

Publicis

Sonic, Verizon Wireless, Pizza Hut , Denny’s, General.Mills

8

Bromley Comm.

Publicis (49%)

Coors, Western Union, Telefonica, NBA

4.1

Total Billings Publicis

58.7

Latinworks, nTrigue

Omnicom (49%)

Domino’s Pizza, Kimberly-Clark, Lowe’´s

4.2

OMD Multicultural

Omnicom

 State Farm,McDonald’s, HR&Block

8.6

Total Billings Omnicom

12.8

Combined Billings

71.5

Share of Top 16 Hispanic Media Agencies

61%

Source: AdAge estimates and Portada Interactive Directory of Media Buyers

 

Creative Services, what the failed merger would have meant

In terms of creative agency services, Omnicom agencies do have higher billings than Publicis agencies in the Hispanic market. Combined billings of both groups would have amounted to US $134.1 millon.

Omnicom and Publicis Agencies among Top 50 Hispanic Advertising Agencies

Agency

Group

2012 Revenues (in US$ million)

Conill

Publicis

26.6

Lapiz USA

Publicis

12.6

Bromley Communications

Publicis

10.5

Moxie

Publicis

6.2

Total Publicis Agencies

 

55.9

Latinworks

Omnicom

29.7

Alma

Omnicom

19.3

Dieste

Omnicom

18.7

Velocidad

Omnicom

10.5

Total Omnicom Agencies

 

78.2

Source: AdAge estimates and Portada

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What? U.S. antitrust authorities from the Federal Trade Commission have cleared the Omnicom Group and Publicis Groupe merger.
Why it matters: This step consolidates the merge in the US.

The companies also received regulatory approval in Canada, India, Turkey, South Africa and South Korea.

“The expiration of the HSR review period in the U.S. and the approvals received in other jurisdictions satisfy some of the conditions necessary for the transaction to close,” Publicis Groupe said in a statement. HSR refers to the Hart-Scott-Rodino Antitrust Improvements Act of 1976.

The merger is still subject to shareholder approval at both companies and additional global regulatory approvals. In Europe, draft notification has been discussed with the European Commission since mid-September. In China, a draft filing was provided to MOFCOM (the nation’s Ministry of Commerce), according to Ad Age.

The companies said they were in the process of setting up an integration committee and task force.

What? Pharmaceutical giant GSK is splitting most of its global media planning and buying account between Group M and Omnicom Media Group (PHD).
Why it matters: GSK invests over US $1.5 billion annually in advertising.

After a review, GlaxoSmithKline announced that most of its global media business will go to units of GroupM and Omnicom Media Group.

According to Campaign, OMG agency PHD has retained the estimated £890 million (approximately US$ 1.3 billion) U.S. business and will also run the Canadian and West African markets. GroupM agencies will manage the rest of the world, with MediaCom expected to retain the £60 million (US $95 million) UK account. Dentsu, on the other hand, will manage media buying in Japan.

“This decision ends GlaxoSmithKline’s relationship with Publicis Groupe’s Starcom and Dentsu’s Carat, which previously worked on the business alongside PHD and Group M.”

Sam Singh, VP of Global Media at GlaxoSmithKline, said that with this move, the company intends to attain “simplicity and speedier deployment of best practices”.

 

What? Pharmaceutical giant GSK is splitting most of  its global media planning and buying account between Group M and Omnicom Media Group (PHD).
Why it matters: GSK invests over US $1.5 billion annually in advertising.

After a review, GlaxoSmithKline announced that most of its global media business will go to units of GroupM and Omnicom Media Group.

According to Campaign, OMG agency PHD has retained the estimated £890 million (approximately US$ 1.3 billion) U.S. business and will also run the Canadian and West African markets. GroupM agencies will manage the rest of the world, with MediaCom expected to retain the £60 million (US $95 million) UK account. Dentsu, on the other hand, will manage media buying in Japan.

“This decision ends GlaxoSmithKline’s relationship with Publicis Groupe’s Starcom and Dentsu’s Carat, which previously worked on the business alongside PHD and Group M.”

Sam Singh, VP of Global Media at GlaxoSmithKline, said that with this move, the company intends to attain “simplicity and speedier deployment of best practices”.

 

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