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What: Portada spoke with Arno Trabesinger, FC Barcelona’s Managing Director Americas, about the Spanish club’s expansion plans for Latin America.
Why it matters: Last September, FC Barcelona opened new offices in New York, in an effort to boost its growth throughout the American continent, with a special focus on Latin America.

Arno Trabesinger

Since FC Barcelona Director Ramón Adell’s arrival two years ago, the team has embarked on the road to globalization. “We want to be the most global team of all sports, and Latin America is the base because soccer here is already [the] number one [sport],” said Arno Trabesinger, FC Barcelona’s Managing Director Americas.

To fulfill this goal, FC Barcelona is looking to solidify its presence in Latin America in 2017 through strategic efforts. “Latin America is very important for us, due to the fact that we have so many fans following the team in the region,” added Trabesinger.

Latin America is very important for us, due to the fact that we have so many fans following the team in the region.

According to the team’s social networks analysis, Mexico is the second largest country with the largest number of followers worldwide on the club’s Facebook page, surpassed only by Indonesia. In Latin America, Mexico is the largest, followed by Brazil and Colombia.

COUNTRYCONTINENTREGIONFACEBOOK FANS (21 mar – 2017)
IndonesiaAsiaAsia Pacific9,611,980
MexicoAmericaLatam6,128,601
BrazilAmericaLatam5,858,192
EgyptAfricaMena / North Africa3,639,034
IndiaAsiaAsia3,553,152
United StatesAmericaNorth America3,478,937
BangladeshAsiaAsia2,620,188
ColombiaAmericaLatam2,464,470
ArgentinaAmericaLatam2,373,952
TurkeyEuropeEurope / (Mena)2,359,360
SpainEuropeEurope2,327,154

In Mexico, football fans follow their favorite local team, but also support and follow one or more European teams, explained Trabesinger. “That’s where we want to be number one. In addition, we have nine Latin American players on our team, so that gets us more fans in the region.”

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The goal now is to take advantage of the attention that the club already has to keep it growing. In addition to its social networks strategies, which are dictated from Barcelona, “a relevant marketing tool for Latin America is the team’s soccer schools for children ages 8-16. We have several already in Peru, Guatemala, Brazil, and Mexico, and we want to open more throughout the year,” he added.

A relevant marketing tool for Latin America is the team’s soccer schools.

These schools represent an opportunity for brand development and brand building among children and young soccer fans.

Looking for more sponsors

Growing its network of followers is undoubtedly one of Barça’s objectives, but “growing our business opportunities” is also a goal, said Trabesinger.

In 2015, the team signed a regional agreement in Latin America with Canada’s Scotiabank, which will run through the 2018-2019 season. It also has local sponsorship deals with foot deodorant brand Baruel Tenysa Pe in Brazil, and with Tecate beer in Mexico, in addition to its global sponsorship agreements with Nike, Gatorade, Gillette, and Stanley Black & Decker.

“We are looking for partnerships in Latin America, especially in Mexico and Brazil. That’s why we came to New York, to strengthen our LatAm efforts from here,” he explained.

The club seeks to add marketers to its New York office who know the Latin American market well, and know how to bring together partners in this region.

When adding brands, the most important thing is that they support the philosophy of the club. “We want sponsors who are proud to be part of the family, and are interested in activating at the local level,” said Trabesinger.

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In addition, the team wants to sign agreements lasting a minimum of three to four years. “We want partners who will stay with the team in the long run,” he said.

We want partners who will stay with the team in the long run.

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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 CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Jennifer Chan  347-840-1311 or e-mail her at jennifer@portada-online.comSEE A DEMO OF THE DIRECTORY!

::: Cinemex ::: Coca- Cola ‘Taste the Feeling’  ::: Hilton Garden Inn – Peru ::: LATAM Airlines :::  “Quererlos como son” by Blem:::

  • Cinemex

cinemex-

 

Cinemex, one of the largest group of cinemas in Mexico, has confirmed its expansion plan in the U.S. and Latin America to increase its market share through a US$100 million investment that will allow to open 25 centers, in addition to analyze the opportunities Latin America offers. The firm expects to open 25 new facilities in 2016. For that matter, the company expects to invest about US$100 million this year and around US$500 million the next five years, as part of its growth strategy. Cinemex will open cinemas in the United States (the first in Miami) and will open four other resorts in the US territory: one in Florida, two in New Jersey and one in Illinois, hopefully by 2017. The company has been also evaluating the possibility of entering other markets, primarily in Latin America, where they have received several offers.

  • Coca-Cola

descarga (3)Coca-Cola has unveiled a new “one brand” global marketing strategy and a new strapline in seven years, as the company aims  to align its brand approach across international markets, Mandmglobal has reported.The company is leaving behind its ‘Open Happiness’ campaign, launched in 2009, and introducing the new tagline ‘Taste the Feeling’. The brand will now advertise its range of products – Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life – under a single campaign.A series of ads, including 10 TV creatives, will roll out globally featuring a new music soundtrack by Conrad Sewell. The ads were created by four agencies: Mercado-McCann, Sra. Rushmore, Santo, and Oglivy & Mather New York.Coke has also teamed up with producer-DJ Avicii to record songs for the campaigns promoting its sponsorship of Rio Olympic Games and UEFA Euro 2016 football tournament.The new ‘One Brand’ approach will share the equity of Coca-Cola, across all Coca-Cola Trademark products, reinforcing our commitment to offer consumers choice with more clarity.

  • Hilton Garden Inn

descarga (4)Hilton Garden Inn has announced the opening of the brand’s first hotel in Peru – the new 137-room Hilton Garden Inn Cusco in the city’s historic neighborhood of Santa Ana. The new hotel represents the company’s fourth in Peru and the latest addition to the brand’s growing portfolio of more than 650 hotels worldwide. Located on a hillside, overlooking the historic city and within walking distance to Plaza de Armas, Hilton Garden Inn Cusco offers the perfect home-base to explore the United Nations Educational, Scientific and Cultural Organization (UNESCO) World Heritage Site and the surrounding areas, as one of the hotels with fastest access to the area’s main sites and airport. Once the capital of the Inca Empire, Cusco is known for its vibrant, indigenous culture and historical sites. Hilton Garden Inn Cusco participates in Hilton HHonors, the only hotel loyalty program that allows members to earn Points & Miles on the same stay and No Blackout Dates on reward stays.

  • LATAM Airlines

CmBZsd2j_400x400LATAM Airlines has signed a joint business deal with IAG(International Airlines Group) and  British Airways and Iberia on flights between Europe and South America. The joint business would benefit customers by providing better links between Europe and South America, greater choice of flights and enhanced frequent flyer benefits. The airlines plan to seek approval from the appropriate competition authorities in South America and will inform the regulatory authorities in the European Union. Under the joint business, British Airways, Iberia and LATAM Airlines Group would cooperate commercially on flights between the European Union and South America. They would expand their codeshare arrangements on flights between and within Europe and South America, significantly increasing the number of destinations that the airlines can offer customers. The agreement would also strengthen the oneworld alliance in which all the airlines are members. Customers would be able to travel more easily on the airlines’ combined route network which would serve more than 100 destinations in South America and 87 destinations in Europe. The airlines would expand customer choice via integrated networks, new non-stop routes, additional frequencies on existing routes and combined fares.

  • “Querelos como son”/ Blem

descarga (5)Ogilvy & Mather Argentina has developed Blem’s new campaign “Querelos como son,” which seeks to strengthen the bond and closeness with consumers of the brand, according to Adlatina. With this new campaign, Blem aims all people to care for their objects similarly, without discriminating for their appearance or shape. The campaign features a 30 second spot and two additional 15 second versions of each, for the brand’s latest releases: Blem 3 en 1 and Blem Superficies Delicadas y Electrónicos. Additionally, 6 exclusive pieces were created based on tutorials on how to use the products and revealing also a little more of the story behind the characters in the campaign. Is the first time the brand is working on a communication campaign for the brand as a whole and not specifically for a particular product.

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 CORPORATE 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!

 ::: Alcatel OneTouch/Initiative ::: Hill+Knowlton / Ideal ::: Headway Digital / Peru ::: Krispy Kreme/ Peru ::: “Perdón”/ Schneider/ Argentina :::

Click here for previous Latam Sales leads editions

  • Alcatel OneTouch/Initiative

4uMh6TYK_biggerLeading mobile and Internet provider, Alcatel OneTouch,has selected agency Initiative to expand  its pan-regional client roster in Latin America.The regional Mediabrands team in Miami, led by Yamilet Bermudez, will work hand in hand with Alcatel’s marketing team in developing strategies and planning in Argentina, Bolivia, Brazil, Central America and the Caribbean, Chile, Colombia, Dominican Republic, Ecuador, Mexico, Paraguay, Peru, Uruguay, and Venezuela. Initiative will handle all analysis of traditional media planning and strategy, negotiation and media buying, programmatic, and digital services.Alcatel OneTouch designs, develops and markets a growing range of mobile and Internet products. At the beginning of 2015, the company was named number one in sales of smartphones in Latin America and the Caribbean, holding the record in the first three quarters of 2014, according to IDC figures.

 

  • Krispy Kreme/ Peru

descarga (3)Krispy Kreme Doughnuts, Inc. has announced its signature sweet treats will soon be available in Peru through a development agreement it has signed with Agape Coral, SAC, to open 24 Krispy Kreme® shops throughout the country over the next five years.The principal owner of Agape Coral is Fontana Holdings Business, Ltd., in which Manuel Corripio Alonso owns a majority interest.Krispy Kreme Doughnuts is a global retailer of sweet treats, including its signature Original Glazed® doughnut. The Company has more than 1,000 retail shops in 24 countries.

  •  “Perdón”/ Schneider/ Argentina

foto-cerveza-798x350With the overall creative direction of Javier Mentasti and Maximiliano Maddalena , produced by Landia and directed by Luciano Podcaminsky, Ogilvy & Mather presents its new campaign “Perdón” (“Sorry”) for the beer brand Schneider. “Perdón” (“Sorry”) is the first commercial for women’s category. Ogilvy & Mather Argentina new spot for Schneider is based on the concept that quality and taste of Schneider could be summarized in one big secret: the ripening time.

 

 

What: Global programmatic media company Digilant is opening new offices in  Santiago de Chile and Lima, and is growing presence in Mexico with a new office in Monterrey.The company has made new appointments in Chile, Colombia and Peru: Eduardo Arevalo, Mary Gonzalez, and Alexis Reategui as country managers, respectively.
Why it matters: Ad-Tech and Programmatic Players are increasing their presence in Latin America by expanding into South American countries.

DeLLIHby_400x400Digilant, a global programmatic media company that partners with agencies and brands to provide customized and strategic digital advertising solutions, has announced its expansion into Chile and Peru, opening offices in Santiago de Chile and Lima, and its growing presence in Mexico with a new office in Monterrey.

The expansions come as a result of the increase in Digilant’s global brand clients across South America and with offices currently in Brazil, Colombia and Mexico, the move strengthens Digilant’s position in the fast-growing Latin American markets.

Overseeing operations and strategic growth in Chile, Colombia, and Peru, Digilant has appointed Eduardo Arevalo, Mary Gonzalez, and Alexis Reategui as country managers, respectively.

HeadShot-Eduardo-Arevalo-360x410Joining from Headway Digital, Mr. Arevalo brings nearly a decade of experience in digital advertising on both the agency and publisher sides of the industry. Having previously worked with brands such as Movistar and Unilever, Digilant clients will benefit from his extensive experience in developing results-driven communications strategies and his expertise in programmatic advertising, mobile marketing, and video advertising.

Foto_-Mary-Gonzalez_Colombia-300x300With more than a decade of experience in the digital industry, Ms. Gonzalez previously managed Pautefacil.com, the contextual advertising network in Colombia that consists of four major corporations: El Tiempo Casa Editorial, Caracol TV, Publicaciones Semana and Periodicos Asociados. Prior to that, Mary worked as a Google SMB Premier Partner and implemented various programmatic buying platforms across Colombia. She is currently pursuing a Specialization in Digital Marketing and Ecommerce at the ADEN International Business School and is a SMI Social Media Professional Expert.

Headshot-Alexis-Reategui-300x300Mr. Reategui, a fifteen year veteran of the digital advertising industry, joins Digilant from Hibu, where he served as head of digital, and prior to that as the Latin America portal manager. With deep roots and leadership in the region, Mr. Reategui previously served as President of the Interactive Advertising Bureau, Peru and currently leads the organization’s education committee in its efforts to educate local agencies, publishers and brands on the latest digital advertising trends, challenges and standards.

“Digilant has seen tremendous growth in 2015 as we remain profitable and continue to build on our extensive partnerships with leading brands and agencies around the world,” said Mauricio Vazquez, Managing Director and Regional Manager of Latin America. “This growth has been fueled by product innovation, including proprietary enhanced targeting and data science capabilities with the launch of Page Index and Consumer Persona, and by bringing in incredible talent across the Americas and Europe, enabling our clients to drive outsized ROI and to achieve overall business goals.”

“As brands increasingly recognize the need to leverage technology and data to identify, reach, and convert prospects, we have seen demand for our unique programmatic media and data science solutions skyrocket,” said Don Epperson executive chairman of Digilant and CEO of ispDigital. “With their years of industry experience and in depth market knowledge, Eduardo, Mary, and Alexis are ideal candidates to grow our business and support our clients within their critical markets.”

descarga (1)Havas’ Meaningful Brands 2015 study reveals  that brands do matter in LatAm, as the disconnection to brands is lower  than globally, which means the connection with brands is healthier than in other regions.

Latin America outperforms global results by 7 percentage points in “brand attachment”. In LatAm 47% of the people would care if the brands analysed disappeared, while worldwide it is just 40%. It is more equivalent to Apac, the second most attached region in the world.That’s because in LatAm people still “believe” in brands: the level of Trust is high, as 69% of brands are trusted (global, 50%), with 38% of brands notably improving our Quality of Life (28% global.)

In LatAm people still “believe” in brands: the level of Trust is high, as 69% of brands are trusted while Globally the level is 50%.

The widening polarization brings different challenges that require different approaches. Understanding the key drivers by category and market, a must for brands to reconnect:

CountryTop Brand Per Country
BrazilNestle
MexicoNike
ArgentinaLa Serenisima
PeruGloria
ColombiaGoogle

Inside LatAm, Colombians are the most attached people: 55% of the people would care if the brands analysed disappeared, while in Brazil that ratio goes down to 44% and in Peru it’s 50%.Food, Beverage, Consumer Goods and Automotive demonstrate to be more meaningful in Argentina than globally, while Technology (influenced basically by telcos brands) and Retail are less meaningful in that country.In Colombia, 41/62 of brands researched have a quality of life value of 50% or higher, which means that 50% of the population consider they are contributing to improve their quality of life.The level of interest in brands in Peru is higher than the global average:54% declare that they regularly seek out information about the behaviour of companies and brands, while worldwide it’s 37%.

Inside LatAm, Colombians are the most attached people: 55% of the people would care if the brands analysed disappeared.

New and actionable Insights on Brand Leadership in Latin America are going to be discussed by cutting-edge Brand Marketers at Portada’s Latin American Advertising and Media Summit in Miami on June 3 and 4. Thought leaders include Jon Suarez Davis, VP, Global Media & Digital Strategy, Kellogg Company, Ruben Leo, Marketing/Digital Marketing Director / Mexico & International, Genomma Lab, Denisse Guerra, Regional Marketing Director, Latin America, The Estée Lauder Companies, Manuel Medina Riveroll, Marketing Director Mexico, Bayer and Pedro Tabera, President/CEO, Mercedes-Benz Mexico.

Mexico results

Most of the brands are well established companies with a long history in Mexico. The rest are tech oriented companies (meaningful because they make life easier, and people feel proud of using them). Home care and Dairy are the sub-sectors with the highest average attachment, Lala and Cloralex are the  leading companies.These are the key findings:

  • Overall happiness in Mexico (7,81/10) is higher than the Global average: 6,85
  • And people also see relationships with brands in a more positive way: 66% believe brands can play a role in improving their quality of life and the wellbeing of their family (52% ww-worldwide)
  •  People in Mexico also like to be informed: 52% regularly seek out information about the behaviour of companies (37% ww)
  • 59% consider the impact of a brand on people’s wellbeing when they are deciding whether or not to buy it (43% ww)

Brazil results

The Brazilian economy has been struggling to grow, and this is reflected in the main drivers of Attachment and perceived Quality of Life.Interesting to see that the Top 5 Meaningful Sectors are those that are taken as a conquest or aspirational to Brazilians since the Economic Boom in 2008 (exclusion of Auto) and taken as conquests on Brazilian daily life.The same happens when we look to the brands – which have an avg. better performance on Quality of Life than Attachment – enhancing Brazilian daily life in many aspects.Key findings:

  • Nestle and Danone bring added value products to Brazilians tables, being leaders inspiring confidence.
  • Google is unquestionable making people’s lives easier and thus providing peace of mind.
  • Natura and O Boticario, the only two Brazilian brands and completely linked to Personal dimension, extremely important to Brazilian.
  • Visa and Mastercard: making life easier by being enablers of recent conquests.
  • And the tech brands that display status, bringing satisfaction and happiness.
  • 72% of Brazilians declare that, when they have a bad experience with a product/service, they often share it with a number of people.
  • But, on the other hand, Brazil is a high interesting market for brands that want to lead and be innovative, as there is an open-minded attitude towards state-of-the-art products: 65% would pay more for high-quality items, 42% could not live without being connected 24/7 and 71% often follow the latest news

Argentina results

The three most important things for Argentinians to be happy and satisfied with their quality of life are: to achieve a better standard of living, take notice of and enjoy the small things in life and have people in their life who really care about them. There are no significance differences between sex or ages.In terms of expectations:

  • 77% of Argentinians believe that companies and brands should play a role in improving their quality of life and wellbeing and 70% consider that companies and brands should be actively involved in solving social and environmental problems. These percentages are slightly lower than those recorded in the previous wave.
  • 56% believe that brands can play a role in improving their quality of life and the wellbeing of their family.
  • While Argentinians will recognize a brand’s role in the quality of life improvement, 66% believe that the change will come from people.
  • Only 27% consider that companies and brands communicate honestly about their commitments and promises.
  • Finally, 38% of Argentinians generally trust brands.

In Argentina meaningfulness varies across categories: Food and Consumer Goods are best valued. In contrast, Telcos, Finance & Insurance and Department Stores have the lower levels of meaningfulness. They have the greatest challenges in the future.

In terms of brands, comparing Argentina’s top ten brands with the Global top ten brands:Samsung, the first brand in terms of Global Meaningful Brand Index, has the second position in the Argentina Meaningful Brand Index. Consumer Electronics.La Serenisima continues to lead the ranking in Argentina.Dove, Gillette, Knorr and Philips have better position in Argentina than Global top ten.

Colombia results

In this country, expectations are really high, but those are not totally covered:

  • 87% believe brands should play a role in improving our quality of life and wellbeing.
  • And 72% think brands can actually play that role.
  • The risk is that just 47% feel brands are working hard at it (global average is 39%)
  • 65% declare they consider the impact of a brand on people’s wellbeing or the environment when they are deciding whether or not to buy it (globally this is just 43%)And even if this trust is not enough to be meaningful (as we saw just 47% of Colombians feel brands are working hard), it is a pre-requisite for brands to deepen connections and be allowed to play a meaningful role in people’s lives

In Colombia, meaningfulness varies across categories: Healthcare and Food are the most meaningful categories. Finance & Insurance scored lower on MBI. Healthcare is one of the worldwide “Star” categories.FMCG’s traditional brands remain amongst the top as they largely contribute to improve our daily lives.

  • Food is one of the most meaningful categories, attaining strong Attachment and Trust. This brands are especially meaningful for making our daily lives better prevailing the rational benefits of savings, convenience, health or better nutritional habits.
  • Technology is becoming increasingly meaningful worldwide. And in Colombia 1/5 declare they could not live without being connected 24/7; and 1/3 say they are always the first to try new products
  • The highest level of Advocacy is for Sony (92% of the people would recommend the brand to their acquaintances). This brand ranks 5th globally, enjoying the high meaningfulness and trust that the whole category shows.

 Peru results

  • In Peru, 50% of people would not care if the brands analyzed disappeared.
  •  52% of Peruvians think those brands notably improve their quality of life.

In Peru the most significant brands belong to the food and beverage industry (Gloria, Inca Kola and Nestlé), while globally the brands that stand at the top are those related to the tech industry (Google, Microsoft, Samsung and HP among others).

  • The level of interest in brands in Peru is higher than the global average:54% declare that they regularly seek out information about the behaviour of companies and brands, while worldwide it’s 37%.
  • 61% declare they consider the impact of a brand on people’s wellbeing when they are deciding whether or not to buy it (43% ww).
  • 62% declare they often buy from companies with a reputation for having a purpose other than just for profit (49% ww)

There is an opportunity for brands to offer a more holistic & meaningful approach, increasingly driven by personal wellbeing, delivering what really matters to people.So the widening polarization brings different challenges that require different approaches. More than ever, a “global approach” is key for global brands to adapt and respond to the context and expectations of each local market.

What: Social media engagement in Latin America in 2014 showed 127 %  year over year increase in engagement across Facebook, Twitter and Instagram, with 455.3 million total actions.
Why it matters: With 87,620 total actions, Mexico ranks as the second most social media engaged country in the region, after Brazil.Facebook accounted for 94.6 % of total actions.

redes.sociales-285x200Social media engagement in Latin America for the month of July 2014 showed 127 percent year over year increase in engagement across Facebook, Twitter and Instagram, with 455.3 million total actions, according to a Shareablee’s analysis.

 

Engagement per country

Mexico ranked #2 by total actions (87,620) while ranking fourth overall based on audience size, indicating a highly engaged audience. For the number of average unique people engaged by each brand, Brasil led with 218,000, followed by Argentina with 89,000, Colombia with 62,000 and Mexico with 60,000. Twitter had the highest penetration in Argentina and Chile, while Instagram was strongest in Brasil and Colombia.

 

PublisherTotal Actions
(Facebook,
Instagram,
Twitter)
(000)
UniqueEngaged Audience(000)%Actions
(Facebook)
%Actions
(Twitter)
%Actions
(Instagram)
Latin America455, 30448294.58%2.31%3.11%
Brazil192, 74321893.07%0.99%5.95%
Mexico87,6206096.30%2.93%0.77%
Argentina75,8448995.72%4.08%0.20%
Colombia51,5366293.19%3.66%3.15%
Peru33,5673798.32%1.58%0.10%
Chile13,9931694.43%3.90%1.67%
The total actions metric includes post-level likes, shares, favorites, retweets and comments.Unique engaged audience is the number of people who took an action with a page’s content on Facebook.The % actions metric notes the portion of actions (likes, shares, favorites, retweets and comments) attributable to the specified social media platform.

Engagement across platforms

455.3 million was the number of  total actions in the region regarding social media.

  • Facebook accounted for 94.6 % of those actions
  • Instagram followed with 3.1 %
  • Twitter ranked third with 2.3 %

“Consumers in Latin America are highly engaged social media users, providing a unique opportunity to marketers in this region to connect with consumers in a personal yet scalable manner,” said Alejandro Fosk, SVP Latin America at comScore.

 

 

What: Agency Grey Group, from holding company WPP,  has acquired a majority stake in Circus Peru S.A. for an undisclosed sum.
Why it matters: Grey Group’s regional division will be integrated into the Circus group of companies and the organization will be renamed “Circus Grey.” The acquisition allows  Grey Group to increase its presence in the  Latin American region particularly in Peru, a high growth market.

descarga (1)logo_circus_azulAdvertising and marketing agency Grey Group has wrapped up an agreement to acquire a majority stake in Circus Peru S.A., the largest independent advertising agency in Peru, for an undisclosed sum. Grey Group belongs to holding global communications services company WPP.

Following the acquisition, Grey Group’s regional division will be integrated into the Circus group of companies and the organization will be renamed “Circus Grey.” Circus Grey will employ around 200 people and serve clients such as Procter & Gamble, Grupo Credito, Grupo Falabella, Claro and San Fernando, among others. Circus’ management team, led by Juan Carlos Gomez de la Torre, President and Chief Creative Officer, and Marco Milesi, CEO, will continue to lead the company.

Circus was founded in 2008.The agency is headquartered in Lima, Peru, where it operates as a full-service, integrated marketing company serving diverse clients in the Latin America region. The agreement includes its subsidiaries: Circus Interactive, Circus Retail, Circus Experience, Brand Lab, a design company, and Carne, a second advertising agency.

 So far this year, WPP has completed over 20 acquisitions worldwide . Of these, 13 acquisitions and investments were made in new markets and 16 in quantitative and digital industries.
 

By  partnering with Grey Group, Circus gains a a strong access to rich data analytics and cutting-edge technology of its parent company WPP.

“I have known and worked with the principals of Circus and watched as they’ve built this impressive agency. This merger will give Grey a stronghold in one of Latin America’s most dynamic economies and our network, will in turn, empower Circus to serve Grey’s multinational clients on a regional scale,” Alain Groenendaal, President and CEO of Grey Latin America, said.

So far this year, WPP has completed over 20 acquisitions worldwide . Of these, 13 acquisitions and investments were made in new markets and 16 in quantitative and digital industries. WPP seeks to increase the share of digital revenues in its total sales to 40–45% in the next 5 years, up from its current share of about 35%, according to zacks.