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.
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.
What: Brewing and beverage company SABMillerris expanding its beer category in Latin America to increase growth through the expansion and strengthening of brand portfolios. SABMiller’s strategy for unlocking this growth is making beer the drink of choice on more occasions, for a wider group of consumers and with innovation playing an important role. Why it matters: In the year to March, Latin America generated the largest proportion of SABMiller’s earnings before interest taxes and amortization at US$2.22 billion, representing 35% of the group’s total.
Brewing and beverage company SABMiller is expanding offerings in the beer category in Latin America in line with its strategy to increase growth through expansion and strengthening of brand portfolios.
A shift in consumer-spending patterns, cold weather and pressure on disposable impacted beer consumption in many mature markets. However, in the year to March, Latin America generated the largest proportion of SABMiller’s earnings before interest taxes and amortization at US$2.22 billion, representing 35% of the group’s total. This had to do in part with the introduction of affordable bulk packs, additional light beer brands, new variants and SABMiller’s first non-alcoholic beer in the region, Aguila Cero in Colombia.
In this sense, Latin America, like other developing markets, is still an appealing market for the Miller Lite and Peroni brands as beer drinkers are trading up from informal alcohol to branded products.
To SABMiller, the key for future growth is making beer the drink of choice in more occasions and for a wider group of consumers, with innovation playing a key role.The company expects total volume growth of 3%-6% from Latin America markets in the medium term, and EBITA margin (Earnings before Interest Taxes and Amortization) growth between 10 basis points to 30 basis points.
Latam beer market
SAB Miller has grown beer’s share of total alcohol in Latin American markets from 55% to 59% in the past four years, achieved primarily by taking share from cheaper spirits, and untaxed and inexpensive illegal alcohol, according to Karl Lippert, president of the company’s unit in the region.
Illegal alcohol represents more than a fifth of the total alcohol market in some Latin American countries.Per capita consumption of beer stands at around 43l a year in SABMiller’s key markets of Colombia, Peru and Ecuador, and is less than half this rate in Honduras and El Salvador.This compares with other markets in the region, such as Panama, Brazil and Mexico, where per capita consumption is between 65l and 70l, an indication of considerable room for growth.
“We plan to have an attractive beer choice for everyone, for men and for women, while having dinner with friends, relaxing at home, or out in a sophisticated high-end club,” Lippert said.
With annual consumption of packaged beverages at home estimated at about 100-million hectolitres in core Latin American markets, the company is also targeting more at-home drinkers.
Asummary 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 email@example.com. SEE A DEMO OF THE DIRECTORY!
::: Delta Air Lines ::: SABMiller::: Curio Brand/ Argentina ::: Headway Digital/Chile ::: Delta Air Lines ::: VW budget brand :::
Delta Air Lines
Delta Air Lines introduced a new ad campaign aimed at Latin American consumers. The campaign is focused on enhanced in-flight experience and improved connectivity options from Mexico to key destinations in the United States.The campaign features a fresh look and tone, reflecting Delta’s innovative brand attributes.The visuals draw attention to Delta’s nonstop flight destinations from Mexico City, Monterrey, Leon and Guadalajara, as well as the airline’s connectivity to many destinations in the U.S. and beyond from the Los Angeles international Gateway.The ad campaign is designed to strengthen awareness of Delta’s industry-leading travel experience in Delta One cabin and the enhanced service in Delta Comfort+ and Main Cabin on all flights from Mexico to the U.S.Delta offers non-stop service to Monterrey, Leon, Guadalajara, Cancun, Ixtapa/Zihuatanejo, Manzanillo, Puerto Vallarta and Mazatlan, making it the airline to serve the most destinations in Latin America from Los Angeles than any other airline..Meanwhile, Delta has requested for approval to start flying four weekly flights between Orlando and Sao Paulo, Brazil on December 19, 2015. The new flights will be operated with a Boeing 767-300 that has 35 seats in Delta One, 32 seats in Delta Comfort+ and 143 seats in the Main Cabin.
Brewing and beverage company SABMILLER is expanding its beer offerings in Latin America by expanding and strengtheningits portfolio of brands.In the year to March, Latin America generated the largest proportion of SABMiller’s earnings before interest taxes and amortization (EBITA) at US$2.22 billion, representing 35% of the group’s total.
Curio by Hilton/ Argentina
Hilton Worldwide is further expanding its presence in South America. The company recently announced the first hotel in Buenos Aires, Argentina to join its upscale Curio – A Collection by Hilton, marking another significant milestone for the high-end brand. The signing of the Anselmo Buenos Aires hotel was announced at the 2015 NYU International Hospitality Industry Investment Conference held on June 18th.The 50-key Anselmo Buenos Aires was converted from an historic mansion thought to have once been owned by famed tango musician and composer Anselmo Aieta. The building maintains its original 1900s façade and will have its own internal plaza, in tune with Argentinian culture and architecture. The Anselmo is conveniently located in the historic San Telmo neighborhood, a highly popular destination for tourists and city dwellers alike.The first Curio-branded hotel in Buenos Aires will open in July 2015, roughly one year after the official launch of the upscale brand. The collection also includes Chicago’s LondonHouse hotel and the Astor St. Honore in Paris, among others.
Headway Digital has announced the opening of its new office in Chile to continue strengthening operations and provide the best innovative solutions enhancing Programmatic industry in Chile. Julian Saconi will lead the team in that country. Including Chile, Headway has offices in over 13 countries, among which are the United States, Brazil, Mexico, Colombia, Uruguay, Ecuador, Guatemala, Costa Rica, Paraguay, Panama and Europe.
VW budget brand
The Volkswagen Group’s new budget brand, which is no new topic of course, has been finally confirmed, and by none other than chairman Martin Winterkorn himself.The budget brand is set to debut in 2018 and will initially launch an SUV, saloon and hatchback. All will be built in China and starting prices will range from 8,000 to 11,000 euros (RM33,325 to RM45,822). The cars will be sold in China, but India, South America, Eastern Europe, the Baltic region and Africa are all potential markets. The UK mag’s report says that the German giant has long struggled to meet its internal minimum standards for manufacturing while still meeting the budget constraints imposed by building a budget car to be profitable. Other examples of budget brands are Renault’s Dacia and Nissan’s Datsun, focusing on Europe and Asia/Russia respectively.The new brand will be the VW Group’s 13th after Audi, Bentley, Bugatti, Lamborghini, Porsche, SEAT, Skoda, Volkswagen, Ducati, MAN, Scania and Neoplan.