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Volkswagen last week announced that it has selected Omnicom’s PHD as its global media agency after a long competitive review. Previously , WPP’s Mediacom had handled most of the business, including in the U.S. market.Latin America is an important market for the German automaker Volkswagen, who according to Kantar Media spent more than US $3 billion on measured media worldwide in 2014. Portada interviewed Giselle Fiumara, Global Marketing Communications Manager LatAm at Volkswagen, on the company’s Latin American strategy.

Asked how media buying (and planning) for VW and its different brands (Volkswagen, Audi, Porsche, Seat, Skoda) is going to be managed in Latin America by PHD, Fiumara notes that “this is still to be defined at a global level, and it will depend on the global contract. Nevertheless, we do not envision major changes with PHD compared to the current process with MediaCom. Every group brand manages media planning, buying and optimization processes through its regional offices directly with the media partner’s regional office.” Fiumara notes that this process is the same throughout the whole Latin American region.

 We do not envision major changes with PHD compared to the current process with MediaCom.

Centralized Approach

How does VW plan and buy media in Latin America is it a centralized or decentralized approach? “It is a centralized approach in regards to regional media planning, buying and optimization. At a local (importer) level, every market manages media planning and buying with their selected media partners, ” says Fiumara.
that the countries where Volkswagen sees the highest growth potential in Latin America are Colombia and Chile.

Colombia and Chile are the Latin American markets with the highest growth rate.

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!

 ::: Metrogas – Global Mind ::: GSK – PHD, Mediacom ::: Quilmes – Y&A ::: Hyatt Hotels Corporation ::: Fiat Mexico- agency MADE:::

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  •  Metrogas/ Argentina

descarga (4)Metrogas, a natural gas company supplier in Argentina, has selected Global Mind as its media agency. The agency will be responsible for managing the company’s communications through digital media. Global Mind has already begun working on a carbon monoxide prevention campaign. Metrogas joins the agency’s portfolio which includes brands such as Peugeot, Tarjeta Naranja, Epson and YPF, among others.

  • GSK/global

4f04e6a303341df5bbe81beafdf29f33_biggerGlaxoSmithKline, Pharma and consumer-health giant, has awarded its global media agency account, including part of GSK’s recently added Novartis health and vaccine business, to incumbents PHD and Mediacom.Incumbents for GSK and Novartis were invited to pitch for the more than US$600 million combined media business in the latest review, which followed the completion of GSK’s deal with the rival pharma giant. The deal granted GSK a 63.5% stake in a US$10 billion global joint venture, combining both companies’ over-the-counter consumer health-care operations. As part of the pact, GSK also acquired the bulk of Novartis’ global vaccines business and sold its oncology portfolio and rights for future products to Novartis.

  • “Ni más ni menos”/ Argentina

descarga (5)Quilmes beer brand has released its new commercial “Ni más ni menos” (“nothing more nor less”) created by the agency Y&A. The spot seeks to encourage young people to use the figure of the “designated driver.” It is the fifth piece that the company prodeces under the brand claim “If you drank, do not drive.” The spot, which already aired on television, can also be seen in Quilmes social networks: the Facebook Fan page, Facebook.com/quilmescerveza; Twitter, Quilmes_Cerveza; and the official YouTube channel of the brand, youtube.com/ Quilmes120Argentina.

  • Hyatt Hotels Corporation

UMVZTc4y_biggerHyatt Hotels Corporation and LATAM Hotels Corp have announced the opening of Hyatt Place Tegucigalpa, the first Hyatt Place hotel in Honduras located in the capital city of Tegucigalpa. The hotel brings the Hyatt Place brand’s intuitive design, casual atmosphere, and practical amenities, such as free Wi-Fi and 24-hour food offerings, to the Central American country.Hyatt Place Tegucigalpa is the first of five Hyatt Place hotels that are set to open in Central America over the next three years under the relationship with the hotel owners LATAM Hotels Corp. Upcoming Hyatt Place hotel openings include locations in Managua, Nicaragua; Guatemala City, Guatemala; San Salvador, El Salvador; and a second hotel in Honduras in San Pedro Sula. Currently, Hyatt Place hotels in Latin America and the Caribbean are located in Costa Rica, Panama, Mexico, Chile, and Puerto Rico.Located in the financial center of the city

  • “R is for Respect” 

MADE, the ad agency led by Yosu Arangüena and Cristian Rocha, has presented the campaign R is for respect for the launch of the FIAT SPORTING line. The new series consists of three models: F500 Sporting, Sporting Palio and Uno Sporting.Under the concept R is for respect, the agency developed a campaign that highlights the logo “R” that is common denominator in all three models of the line. MADE reinforced the spirit and the sporty design of the new Fiat presentations. Creativity announces the different personalities of each of the models while emphasizing respect that arouse in everyone.MADE works with Fiat for its launches in Mexico since 2014. FIAT SPORTING line is an innovative concept for signing, a line that commands respect and a new side of Fiat.

https://youtu.be/Z5XKC0boVpg

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

 ::: Leila Cobos- Nexos  ::: Interpublic Group – Deborah Ellinger-Henry Miller-Jonathan Miller ::: Sylvain Estibal – AFP Mexico ::: Damon Westbury – Clear Channel ::: Samsung – Lee Sang-chul ::: PHD- Liz Donaldson – Angus Bannerman – Bryony Tyler – Matt Prentis – Tom diSapia-Monika Zalaite:::

descarga (1)Leila Cobos is the new Editor of  Nexos, American Airlines’ Spanish-language publication for the Americas. The magazine had been edited until recently by Ana Cristina Reymundo. Leila Cobos is a Colombian TV host, novelist and journalist. For the past 10 years, Cobos has been director of Latin content at Billboard magazine. Nexos is being relaunched this month. American Airlines magazines, including American Way and Nexos, which for the last 48 years had been produced in-house by American Airlines Publishing, are now being published by London based publishing house Ink Global.

IPGlogo_twitter_reasonably_smallInterpublic Group will appoint three new independent that will replace two current directors, Jill Considine and Richard Goldstein, who will step down March 1:

 

 

 

0144403 (1)Deborah Ellinger, former CEO of The Princeton Review.

 

 

 

Henry Miller, chairman of Marblegate Asset Management.

 

descarga (1)Jonathan Miller, partner at Advancit Capital, former chief digital officer of News Corporation and former CEO of AOL.

 

 

descarga47-year old Sylvain Estibal has been named Director of AFP office in Mexico, effective in June. Estibal is a graduated in Political Science and Economics.He began his career in ImageForum board in Paris before being appointed photo coordinator for Latin America, based in Montevideo. Since he has returned to Paris, he has been the photos coordinator for Europe and Africa. Sylvain Estibal is the first journalist of the photography department to lead an AFP office abroad.

descarga (1)Microsoft’s global agency and accounts director Damon Westbury joins Clear Channel to lead international sales.Westbury will be responsible for building relationships and partnerships with international media agencies and advertisers in Europe, APAC and Latin America, reporting in to chief sales officer Stefan Lameire.Westbury spent eight years at Microsoft, where he initially led FMCG advertising sales from 2006, until he took the position of head of global agency and accounts director in 2009.He was previously client sales director at Handbag.com.Westbury replaces former international sales director David Roddick, following his recent move to Australia.

samsung13Samsung has appointed Lee Sang-chul as the new global marketing head for its mobile division. Sang-chul  becomes Samsung’s third CMO of its mobile business in just a matter of weeks, following the unexpected resignation of predecessor Kim Seok-pil.Lee, a former head of Samsung’s operations in Russia and Latin America, will be immediately tasked with launching the brand’s latest Galaxy S device at next month’s Mobile World Congress industry show in Barcelona.He will also need to help Samsung fight back against a resurgent Apple and rising Chinese handset makers such as Xiaomi, which are winning market share across the region.

L-oUwrr5_400x400Omnicom’s PHD has made a series of global senior promotions and hires to boost its Unilever’s global communications planning unit team:

Liz Donaldson and Angus Bannerman have both been promoted within the global strategy unit to group strategy directors, reporting into global head of strategy, Toby Roberts. Bryony Tyler, Matt Prentis and Tom diSapia join as directors. Monika Zalaite joins as business planning manager.

Donaldson will be responsible for running Unilever’s personal care brands, including Dove and Vaseline. Donaldson joined PHD in January 2013 when the global strategy unit was launched following the win of Unilever’s global communications planning business.Donaldson has worked at Zenith, Carat and Universal McCann across a number of client accounts before settling at PHD.

31ea8b1Bannerman will continue to run Unilever’s food category whilst taking on the additional remits of the laundry category and the Unilever brand.Bannerman joined PHD in 2013, moving internally from Omnicom Media Group’s OMD UK where he held the position of deputy head of planning.Prior to OMD, Bannerman worked in a communication planning role at Mindshare.

Tyler joins as strategy director working across the laundry and oral care categories. She joins from five years working at WPP’s MediaCom, most recently as global account director on the VW passenger cars account.

391dfbbPrentis has joined as one of three innovation directors and will work across food, refreshment and the Unilever account. Prentis joins from Starcom MediaVest Group London, where he most recently held the position of strategy director.

 

Zalaite has joined the business planning team as business planning manager, reporting into head of business planning Seth Ball.

 

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!

Volaris ::: ONEMI – Schackleton Chile ::: Perú Travel – Grupo Ingenia ::: Noblex – Argentina ::: Avantrip – Phd :::

  • Volaris

descargaMexico’s low-cost carrier Volaris is about to launch weekly flights to Florida from Mexico City and Guadalajara. With the addition of Fort Lauderdale, Volaris will have eight direct routes from Mexico City to the United States.This comes just a week after Volaris announced the launch of flights from Guadalajara to the U.S. cities of Portland, Oregon and Reno, Nevada.. The Mexico City route will be a first for Fort Lauderdale-Hollywood since AeroMexico ceased service there in September 2007, while the route from Guadalajara is a completely new.The flights from Fort Lauderdale-Hollywood to Mexico City will operate thrice-weekly on Mondays, Wednesdays and Fridays, departing at 1:15 p.m. for arrival in Mexico at 4:20 p.m., Volaris said.The Fort Lauderdale to Guadalajara flights will run Thursday and Sunday, departing at 3:45 p.m. and arriving at 6:45 p.m.

  • Shackleton Chile

onemi-shackleton-Shackleton Chile has been chosen by ONEMI , the National Emergency Office of the Interior and Public Security Department in Chile, for the development of its new campaign of prevention against earthquakes, after holding a tender in which 13 advertising agencies participated.Among all participants, Shackleton in Chile displayed creativity, enthusiasm and a well-done job to stay in Latin America, so it will be launching a campaign in late November to raise awareness and educate people against possible earthquakes.

  • Peru Travel – Peru

peruTravel-Ingenia-Peru Travel has announced that Grupo Ingenia will be the agency responsible for the portal, which belongs to the Ministry of Foreign Trade and Tourism of Peru, to increase the number of domestic and foreign visitors to the country.

Having won the tender called by Peru Travel, Grupo Ingenia will be in charge of the web  full maintenance included its 13 versions in eight different languages​​, content management, usage, SEO, web analytics and technology.

  • Noblex – Argentina

noblex-Noblex has introduced its new logo and image showing a “more modern, stylized and uncovered” typography. The brand has also added a propeller at the end. The makeover is part of Noble’s marketing strategy that has been carried out since 2013 and included the presentation of a new isotype and its’ campaign “Viví Noblex, Viví Genial.”Noblex new identity was developed locally by agency RIB and can be displayed in all brand communications, which seeks to position itself as a fresh, young and aspirational brand.

  • Avantrip – Argentina

Phd_Avantrip-Phd, the media agency led by Daniel Santuccio, has been chosen by Avantrip to develop its’ strategy, media planning and buying.

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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