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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  347-961-9516 or e-mail him at jennifer@portada-online.comSEE A DEMO OF THE DIRECTORY!

::: Procter & Gamble – Starcom MediaVest Group ::: Hilton Worldwide/ Paraguay ::: HotelREZ/ Argentina ::: “Despegue”/ Argentina :::

    • Major Luxury Brands Going Back to Argentina? (Burberry, Dolce & Gabbana, Armani, Louis Vuitton).

Burberry, Dolce & Gabbana, Armani y Louis Vuitton are some of the companies cited by Buenos Aires real estate brokers that are interested in expanding in the Argentinean market as a result of Mauricio Macri’s victory in the recent presidential elections. Macri’s government is expected to lift restrictions to import (luxury) goods as well as to liberalize the exchange rate. Other companies cited include Dunkin’ Donuts, Pizza Hut and Carl’s. Retail chain Forever 21 recently opened a store in a Buenos Aires shopping.

  • Procter & Gamble/ Global

kYrPoJnL_400x400The packaged-goods giant Procter & Gamble has completed the North American media agency review, shifting most of its business from Publicis Groupe’s Starcom MediaVest Group to two other agencies — Dentsu Aegis Network’s Carat (a planning incumbent) and Omnicom Media Group. Of the two, Omnicom Media received the bigger share of business. Starcom will continue to work on Duracell, cosmetics, fragrances, and some hair products in the US and Canada. It will continue to handle media for P&G outside of the US. Starcom continues to manage P&G’s local digital business for Mexico as well as P&G’s brand planning and buying for the whole region.

  • Hilton Worldwide/ Paraguay

VKJR5OUy_400x400Hilton Worldwide has signed a Letter of Intent with Grupo Cartes to bring the flagship Hilton Hotels & Resorts brand to Paraguay. The management agreement is anticipated to be signed in Q1 2016.Designed by Uruguayan architect Carlos Ott and expected to open by the end of 2018, plans call for a full-service Hilton hotel featuring 180 guest rooms and 50 Hilton branded residences located at the intersection of Aviadores del Chaco and Campos Cervera.

  • HotelREZ/ Argentina

6vvNv1h1_400x400Following its recent partnership with Barcelona-based Qualis Hospitality GroupHotelREZ Hotels & Resorts adds hotels in both Spain and Latin America (LATAM), to its growing portfolio of independents. The latest property signing with the representation company is the 5 star Sant Pere del Bosc Hotel & Spa in Spain.Other properties which have recently come on board the HO chain code, include Hotel Ambit Barcelona, in city-centre Barcelona; Vega De Cazalla, in Andalucia, Spain; and Estancia Monte Viejo in Argentina.

  •  “Despegue”/ Argentina

descarga (1)With the overall creative direction of Walter Onorato and Diego Duprat, agency Almacen has released its new spot for Minicuotas Ribeiro. With a humorous tone, the piece shows people receiving the wrong gifts for Christmas and why nobody understands what is going on. The mystery is revealed at the end of the piece. The spot was directed by Nico Parodi. The piece features Argentinian mediatic Victoria Xipolitakis, one of the most controversial figures of recent times in that country. Google contributed to the campaign, which in addition is Youtube’s first unskippable Labs conducted in Argentina. In this online platform, users will find up to 8 different versions of the spot, strategically created and fixed to maximize views and convertions to the ribeiro.com.ar e-commerce site.

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!

 ::: PHD/Perú ::: Visa- Starcom Mediavest Group ::: Cisco :::  Archer Daniels Midland Company (ADM) ::: Optomec – Viwa :::

Click here for previous Latam Sales leads editions

  • PHD/Perú

aNC9QcOE_400x400PHD, part of Omnicom Media Group, has announced the opening of a new office in Peru. The headquarters will be integrated into the holding and OMD offices, and will be led by Germán Ausensi, who will serve as general manager.Prior to this new expansion at the Inca country, Omnicom Media Group had bought the integrated digital solutions company Media Interactive in 2014.

  • Visa

gELngik-_400x400Visa has selected Publicis Groupe’s Starcom as its global media agency of record. It will be supported by SocialCode for digital in North America. Essence has been tapped to support Visa’s programmatic efforts on a project and regional basis. Visa began the review earlier this year and reduced the list of contenders to finalists OMD, Starcom and smaller independent digital agency Essence. OMD was the incumbent.Visa spent US$112 million on U.S. measured media in 2014. That’s 13% less than the company spent on measured media in 2013.

  • Cisco

descarga (3)On August 26 Cisco announced the opening of its Latin America Supply Chain Operations-Engineering Center in the Mexican city of Guadalajara. The new Center will support the expansion of the Cisco supply chain operation in Latin America, and in particular Guadalajara, where contract manufacturers have increased manufacturing for Cisco solutions in the region by more than 20% in the last 12 months. In support of this, Cisco has increased the number of direct employees by almost 200% in the same period.  The investment is in the areas of product fulfillment, materials management, logistics, planning, manufacturing and test development.This investment adds to the existing 6,500 people in Mexico that produce Cisco products through Cisco contract manufacturers in the country; 2,500 of them are based in the state of Jalisco. Cisco Mexico already has a sales office in Guadalajara; this is the second location of Cisco in the city.

  • ADM

descarga (4)Archer Daniels Midland Company (ADM) has announced that it is expanding its footprint in Central America with the opening of distribution and merchandising offices in El Salvador and Guatemala. The offices—in San Salvador, El Salvador, and Guatemala City, Guatemala—are part of an ongoing effort to provide customers full end-to-end delivery for grains and products. One way the company is doing that is by using in-county distribution and merchandising offices to serve destination markets from ADM’s extensive network in exporting regions.ADM has operations in Mexico, Panama, the Dominican Republic and Puerto Rico and an existing joint-venture grain storage facility at a port in Guatemala.The company also has an extensive network of flour mills and feed mills in the Caribbean—Jamaica, Belize, Barbados, Grenada and Trinidad—as well as a port facility in Jamaica.

  • Optomec

Undcaux1_400x400Optomec, global supplier of production grade additive manufacturing systems for 3D printed metals and printed electronics, has signed a distribution agreement with Viwa to represent the Optomec LENS family of 3D metal printers in Mexico and Central America. Viwa, based in Guadalajara, Jalisco, México, has a broad range of experience in CNC machine tools, robots and mechatronic systems.The Optomec LENS family of turnkey 3D metal printers is used to cost-effectively repair, rework and manufacture high-performance metal components in materials such as titanium, stainless steel, and super alloys. The LENS print engine, which can be integrated with other metal working machine tools, is poised to have a game-changing impact on the manufacturing industry.Viwa began its history over 30 years ago and is the first company to build and market CNC machine tools in México.

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

::: Starcom Mediavest Group – Victor Garcia, Nicolas Gruschetsky  ::: ZenithOptimedia – Diego Fernandez  ::: Eduardo Lima – Nazca Saatchi & Saatchi Brazil  ::: The Coca-Cola Company – James Quincey, Ahmet Bozer  :::

Click here for previous Latam Changing Places editions

yBuhgoyv_400x400Victor Garcia has been appointed SVP, Managing Director for SMG Latin America at Starcom Mediavest Group.Garcia will report to Monica Gadsby, CEO, US Multicultural & Latin America.Read more.

 

 

053d3e2ZenithOptimedia named Diego Fernandez,  who formerly held Garcia’s new role, SVP, Client Services, Latin America.Fernandez will report to Sergio Lorca, CEO, Iberia and Latin America, ZenithOptimedia.Read More.

 

 

LS109_EduardoLimaAfter almost 21 years at the agency, Eduardo Lima is leaving Nazca Saatchi & Saatchi Brazil to settle in Los Angeles. According to the shop, he plans to dedicate exclusively to his family, at least in the short term. Following this announcement, Fabio Fernandes will take over the overall creative direction. According to the agency, the rest of the creative structure will remain unchanged, with Rodrigo Castellari, Pedro Prado and Theo Rocha as creative directors.

 

CMN6TPhW8AA1yK4Starcom has announced that Nicolas Gruschetsky has been appointed category manager  and coordinator of the Coca-Cola account in Argentina. He will be in charge of Coca-Cola, Zero, Light, Life, Fanta, Sprite  and Schweppes brands. In 2013, he joined the agency as senior planner. And, over the years, he has collaborated with Kimberly Clark, Prosegur, Alba, Gol Airlines, Ledesma, Siemens, Alcatel, and IAE Universidad Austral, among others.

 

descarga (1)The Coca-Cola Company has announced James Quincey has been named President and Chief Operating Officer (COO), effective immediately. As President and COO, Quincey will have responsibility for all of the Company’s operating units worldwide. He will report directly to Chairman and Chief Executive Officer Muhtar Kent.

 

 

descargaAhmet Bozer, Executive Vice President and President of Coca-Cola International, will retire after a distinguished 25-year career in the Coca-Cola system. Bozer will stay with Coca-Cola until March 2016, to ensure a smooth transition and serve as an adviser to Muhtar Kent and the Company on key strategic initiatives.Bozer, 55, began his career with Coca-Cola in 1990 as a Financial Controller Manager in Atlanta, and has advanced to serve in numerous leadership roles throughout the Coca-Cola system, including Managing Director of Coca-Cola Bottlers of Turkey (now Coca-Cola Icecek A.S.), President of the Eurasia Group and President of the Eurasia & Africa Group, where he led the Company’s business activities in more than 90 countries. He was named President of Coca-Cola International in 2012.Before joining Coca-Cola, Bozer spent five years in various audit, consultancy and management roles with Coopers & Lybrand in Atlanta. He holds a Master of Science in Business Information Systems from Georgia State University in the U.S. and a Bachelor of Science in Business Administration from Middle East Technical University in Ankara, Turkey.

What: Victor Garcia has been appointed SVP, Managing Director for SMG Latin America at Starcom Mediavest Group. In addition, ZenithOptimedia named Diego Fernandez,  who formerly held Garcia’s new role, SVP, Client Services, Latin America.
Why it matters: Garcia will report to Monica Gadsby, CEO, US Multicultural & Latin America.Fernandez will report to Sergio Lorca, CEO, Iberia and Latin America, ZenithOptimedia.

3YDlqHHn_400x400 yBuhgoyv_400x400Starcom MediaVest Group has appointed Victor Garcia to SVP, Managing Director, SMG Latin America.  Diego Fernandez, who formerly held the role, has moved to ZenithOptimedia to take up the new role of SVP, Client Services, Latin America.

Garcia, formerly head of business development for SMG Latin America, will now lead operations for the division in Miami and across Latin America.  Garcia will report to Monica Gadsby, CEO, US Multicultural & Latin America.Garcia has been with SMG since 2006, most recently serving as SVP, Americas Business Development, where he led business development and revenue growth for Latin America and SMG’s US Multicultural business.  During his tenure as new business lead, Garcia led over 25 new business pitches, supporting and developing unique and innovative opportunities for SMG’s global clients and carving strategic media alliances that have been first of their kind.  Garcia demonstrated a level of innovation that supported significant revenue growth across clients and delivered best in class results. Prior to his new business role, Garcia was VP, Media Director at SMG, working across several agency brands within the SMG network managing clients such as Kelloggs, Darden, H&R Block, and Walgreens.  Garcia is fluent in English and Spanish and holds a B.A. from Florida International University.

053d3e2Reporting to Sergio Lorca, CEO, Iberia and Latin America, ZenithOptimedia, Diego Fernandez will have responsibility for regional clients and will lead operations for Latin America. Based at ZenithOptimedia’s Miami office, Fernandez will join ZenithOptimedia’s Leadership Team for Latin America.In his leadership role at SMG Latin America, Fernandez had regional responsibility for clients including Mondelez, Kellogg’s, and Samsung. Prior to this, he worked for nine years at Burger King as Head of Media and Digital for North America. Fernandez has also managed international clients for JCDecaux Spain, and at AOL Time Warner in Argentina he led the licensing department that launched the Harry Potter franchise throughout the Southern Cone. Fernandez is a graduate in Business Administration from the Universidad de Buenos Aires

“It’s with great pleasure that we announce Victor’s new role, leading our Latin America operations,” said Gadsby. “His knowledge of the region and of our various clients based on his outstanding performance leading growth for us in the last two years will be a significant asset. Victor will bring a fresh perspective, with a goal to drive increased integration and continue to increase our focus on vertical leadership, forming experts who will help lead the region across all emerging and growing digital, data and content platforms.”

“We are absolutely delighted to have someone of Diego’s experience and reputation take up this key role at ZenithOptimedia. We have seen fantastic growth in the region over the past year or so and Diego will play a key role in developing our Live ROI solutions for clients and in working with our markets to drive business growth,” said Sergio Lorca, CEO, Iberia and Latin America, ZenithOptimedia.

Panregional offices, as opposed to local ones in Latin America, often have a broad perspective of what’s going on in the region. Their access to information, as well as their daily interaction with top decision-makers, helps frame the major decisions that will then replicate in some or each of the local Latin American markets. In order to have a clear picture of what 2015 brings in terms of advertising in the region, we asked Maria Jose Ezquerra, SVP at Havas Media, and Borja Beneyto, VP at Starcom MediaVest Group, to give us their views as 2015 unfolds.

Additional editorial support for this article was provided by Lorena Hure.

Portada:  What ad-categories do you see the strongest in terms of panregional media buying during 2015?

0cbcf9eMaria Jose Ezquerra, SVP at Havas Media: “In general the two main media growing are cable and digital, where there is still a huge gap between consumption and share of investment. This is a trend that we have seen for years but has not accelerated enough. I see a big growth in programmatic, that is definitely a global trend that is strongly being replicated in Latam. Despite all the doubts still surrounding this type of buy, the benefits are strong enough to have a double digit growth if we achieve to show the potential to clients”.

Maria Jose Ezquerra – programmatic, that is definitely a global trend that is strongly being replicated in LatAm.

c72c3ff126d28d33d5980f25bd687c5a_400x400Borja Beneyto, VP at Starcom MediaVest Group: “Technology and media advertisers will be the strongest ad categories during 2015”.

Portada: In terms of digital advertising formats, which ones will be the chosen ones in 2015?

MJE: “Besides everything programmatic, I see an urge to improve and nail the social media buying model, from brands, agencies and key players such as Facebook.

During past years everyone knew it was key, but KPIs were still not clear enough unless you were in the performance world. Variables moved from fans to engagement to likes…whatever seemed relevant at the time, but I believe there was still a void on good measurement on Facebook that at least we have solved now”.

BB: “2015 is definitely the year of online video. More accurate metrics, new formats and efficient ways of distribution (e.g. programmatic and social platforms) will boost the investment. All formats within and across video discipline will be gaining”.

BB –2015 is definitely the Online Video Year. More accurate metrics, new formats and efficient ways of distribution (e.g. programmatic and social platforms) will boost the investment.

Portada: As for, Online Video, how important is it going to be for most of your campaigns?

MJE: “Online video is key for us. It has to be, it is where people are. If we do not recognize that we are not doing our job. We strongly believe that all TV campaigns should move a portion of their budgets to online video. When you measure side to side the results are amazing. TV is still a very relevant media in Latin America so I am not saying that we should stop using it, but multi-screen buy is key to follow the consumer journey. We have a double digit share of online video in our HMI Miami media mix”.

BB: “Online video will be around 85% of digital campaigns (excluding direct response-based campaigns)”.

Portada: Are you already planning campaigns around the 2016 Olympics in Rio de Janeiro?

MJE: “We are exploring the field for several of our clients. I cannot provide names, but we believe it presents opportunities for all, not only the official sponsors but also anyone interested in Latam. You can create great strategies without spending millions by surrounding the buzz and finding the best contact points to deliver relevant content.

BB: We are planning special developments such as branded content, native advertising, newsroom-integrated campaigns and sponsorships. And, of course, reserving the most relevant spots to air our campaigns”.

Portada: Are you doing your media buying through programmatic?

MJE: “We are growing programmatic enormously; our clients see the benefits and results. Our Meta DSP has accelerated this enormously. I cannot disclose the percentage but it is a key area for us to continue growing”.

BB: “More accurate external DSP/DMP partners in addition to improvements in our own platform are making it easier to move investment from generic display to programmatic. Some of our clients are going to close 2015 with more than 60% of their campaigns managed through Audience on demand (SMG platform)”.

I see an urge to improve and nail the social media buying model, from brands, agencies and key players such as Facebook.

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

 ::: Jesús Cedeño-Greta Patterson-Wikot Corporation :::  Hugo Sanchez-ESPN Deportes :::  Mike Amour-Starcom Mediavest Group ::: Maryam BanikarimHyatt Hotels ::: Sarah Watson- McCann Worldgroup ::: Miguel Janover-Carlos and Dario :::

241660bJesús Cedeño and Greta Patterson are no longer part of Wikot Corporation / Miami.

 

 

Captura-de-pantalla-2014-08-11-a-las-15.09.10Cedeño spent almost five years as Managing Director – CEO of Wikot.He was previously Principal at GoLearn Toys, LLC and prior to that, Executive Director Finance at Sony Pictures Television.

 

 

370df53Patterson was Account Director at Wikot Corporation and held inactive roles in one additional company. She also served as Executive Office Manager at The Crowd Controller.

 

 

 

thumbHugo Sánchez has joined ESPN Deportes to serve as an analyst for Futbol Picante and other platforms, starting January 15. He will also participate in the network’s coverage of Mexican soccer and the Mexican national team.Sánchez first debuted on ESPN Deportes during the network’s news and information coverage of the FIFA World Cup in Brazil. Sánchez is one of Mexico’s most prominent soccer stars. A few years after his retirement, Sánchez began his career as a coach with UNAM Pumas, where he won two championships; he also coached the Mexican national team from 2006-2008.

 

1d3f7ddStarcom MediaVest Group (SMG) has announced a restructure of its global management team that will affect the APAC, EMEA, LatAm, North America and North Asia regions.As part of this restructuring, Mike Amour has been appointed president of SMG APAC.Amour will work across the APAC market to drive “global consistency, local relevance and achieve transformational new business wins across global accounts”.With over 20 years of experience, Amour has held roles as APAC chief executive and chairman with Grey Group and Project: Worldwide. He has also held roles at McCann-Erickson Worldgroup, Wieden + Kennedy and TBWA Worldwide.Amour will be based in Singapore and report to John Sheehy, SMG’s president of global operations.Continuing in their roles are Monica Gadsby, CEO of LATAM and SMG’s U.S. Multicultural operations; Bertilla Teo, CEO of SMG in North Asia, which includes China, Hong Kong, Taiwan and Korea; and SMG North American CEO’s Brian Terkelsen (MediaVest USA), Lisa Donohue (Starcom USA) and Chris Boothe (Spark).

descarga (1)Maryam Banikarim was named global chief marketing officer at Hyatt Hotels, succeeding John Wallis who will take on a new role with the company. Banikarim was most recently senior VP, chief marketing officer at Gannett. Prior becoming Gannett’s first CMO four years ago, she was a senior VP for Integrated Sales Marketing at NBCUniversal and was among those who spearheaded the marketing initiatives Women at NBCU, Green is Universal, and Healthy at NBCU. She also served as chief marketing officer at Univision, and held positions at Turner Broadcasting and at Young & Rubicam.

descargaMcCann Worldgroup has appointed Sarah Watson as its new global strategy director.Watson, who joins from TBWA/Chiat/Day, will work alongside the newly-promoted regional strategy director for Europe, Harjot Singh, on the network’s General Mills business.Singh served as global strategic director on McCann Worldgroup’s General Mills International brand portfolio since joining the agency in 2011.Singh will join the worldwide team of regional strategic leaders that includes Richard McCabe, regional strategy director for APAC, and Josafat Solis, regional strategy director for LatAm.

descarga (1)Agency Carlos and Dario has announced the appointment of Miguel Janover as the agency’s Digital Leader. Janover specializes in digital marketing. He was Director of Business Development for Latin America at Ybrant Digital and his experience has led him to work with major advertisers and media in the region.

What: Publicis Groupe has acquired RUN, a mobile-focused real-time data management and multi-channel programmatic buying platform.
Why it matters: Mobile ad spend is expected to increase from US$8.5 billion in 2013 to US$31 billion in 2017. Media planning and buying conglomerates have been busy either acquiring programmatic specialized companies (see WPP purchase of  Xaxis and its recent investment in AppNexus) or building them from scratch (e.g. OMD’s Accuen).

 6QvweJE1_400x400Publicis Groupe has acquired RUN, a mobile-focused real-time data management and multi-channel programmatic buying platform,  enabling marketers to execute data-driven campaigns and multi-channel programmatic ad buying. Details of the deal were not disclosed.

This acquisition goes in line with Publicis Groupe’s 2018 strategic plan to earn 50% of its revenue from digital – today representing 41.6%- following a a scarce 4% year over year growth revenue , reaching US$2.21 billion in the third quarter of 2014. The Groupe has been investing in technology, data, content, social and programmatic across all channels and devices.

Anticipated the need for clients to embrace programmatic as an irreplaceable component of their digital marketing plans, this acquisition marks the first of its kind for the Groupe. More recently, Publicis Groupe has wrapped a number of important partnerships across programmatic, including with AOL and VivaKi’s programmatic solution, Audience on Demand (AOD), as well as other digital focused companies like ZenithOptimedia, Razorfish,DigitasLBi and Adobe’s Digital Marketing Cloud.

Headquartered in New York City, RUN currently operates and reaches 50 countries and has identified over 800MM unique consumer profiles globally. RUN’s mobile-focused data management platform (DMP) collects consumer data sets captured from multiple sources, including cellular carriers and Internet Service Providers (ISPs), compiling information on location, CRM activities, behavior and demographics. In addition, RUN’s platform also provides actionable insights and analytics that enable both precision targeting and more effective ad spend. RUN’s omni-channel demand-side platform (DSP) powers data-driven media buying at scale; while its activation platform executes cross-device marketing campaigns across multiple formats including display and video.

Following this partnership, RUN will be aligned with Starcom MediaVest Group (SMG) and will be available as a resource to all networks of the Groupe  by Publicis’ ad tech solutions unit Vivaki. However, it will retain its name, management team and structure and operate as a standalone unit .As time spent on mobile devices continues to grow, according to eMarketer, mobile ad spend is expected to increase from US$8.5BN in 2013 to US$31BN in 2017.

“This acquisition will accelerate Publicis Groupe’s digital capabilities in the mobile space. The role of the agency has changed. We are no longer negotiating on traditional currencies. We’re negotiating on data and technologies. RUN provides the opportunity to break down walled gardens of data across all screens and devices to become a real, meaningful differentiator in how we service current clients and beyond,”said Laura Desmond, Global CEO of Starcom MediaVest Group.

 

What: Publicis Groupe has acquired RUN, a mobile-focused real-time data management and multi-channel programmatic buying platform.
Why it matters: Mobile ad spend is expected to increase from US$8.5 billion in 2013 to US$31 billion in 2017. Media planning and buying conglomerates have been busy either acquiring programmatic specialized companies (see WPP purchase of  Xaxis and its recent investment in AppNexus) or building them from scratch (e.g. OMD’s Accuen).

 6QvweJE1_400x400Publicis Groupe has acquired RUN, a mobile-focused real-time data management and multi-channel programmatic buying platform,  enabling marketers to execute data-driven campaigns and multi-channel programmatic ad buying. Details of the deal were not disclosed.

This acquisition goes in line with Publicis Groupe’s 2018 strategic plan to earn 50% of its revenue from digital – today representing 41.6%- following a a scarce 4% year over year growth revenue , reaching US$2.21 billion in the third quarter of 2014. The Groupe has been investing in technology, data, content, social and programmatic across all channels and devices.

Anticipated the need for clients to embrace programmatic as an irreplaceable component of their digital marketing plans, this acquisition marks the first of its kind for the Groupe. More recently, Publicis Groupe has wrapped a number of important partnerships across programmatic, including with AOL and VivaKi’s programmatic solution, Audience on Demand (AOD), as well as other digital focused companies like ZenithOptimedia, Razorfish,DigitasLBi and Adobe’s Digital Marketing Cloud.

Headquartered in New York City, RUN currently operates and reaches 50 countries and has identified over 800MM unique consumer profiles globally. RUN’s mobile-focused data management platform (DMP) collects consumer data sets captured from multiple sources, including cellular carriers and Internet Service Providers (ISPs), compiling information on location, CRM activities, behavior and demographics. In addition, RUN’s platform also provides actionable insights and analytics that enable both precision targeting and more effective ad spend. RUN’s omni-channel demand-side platform (DSP) powers data-driven media buying at scale; while its activation platform executes cross-device marketing campaigns across multiple formats including display and video.

Following this partnership, RUN will be aligned with Starcom MediaVest Group (SMG) and will be available as a resource to all networks of the Groupe  by Publicis’ ad tech solutions unit Vivaki. However, it will retain its name, management team and structure and operate as a standalone unit .As time spent on mobile devices continues to grow, according to eMarketer, mobile ad spend is expected to increase from US$8.5BN in 2013 to US$31BN in 2017.

“This acquisition will accelerate Publicis Groupe’s digital capabilities in the mobile space. The role of the agency has changed. We are no longer negotiating on traditional currencies. We’re negotiating on data and technologies. RUN provides the opportunity to break down walled gardens of data across all screens and devices to become a real, meaningful differentiator in how we service current clients and beyond,”said Laura Desmond, Global CEO of Starcom MediaVest Group.

 

What: Facebook and advertising holding company Publicis Group announced a sprawling multi-year advertising partnership that is said to be worth around US $500 million.
Why it matters: As a result of this deal, Publicis will gain access to Facebook insight, engineers and creative talent to develop special ad units or content for the social network´s Instagram property.

pfbSocial networking service Facebook and advertising holding company Publicis Group have announced a sprawling , long-term partnership. Terms were not disclosed, but  the deal is said to be valued around US $500 million, according to AdAge.

The deal is believed to provide Publicis’ increased access to Facebook´s ad inventory and  data for ad targeting , to Facebook engineers and analyst to develop better rich measurement tools and help Publicis to  increase opportunities in video and on the social network’s Instagram property.

This is a multi-year partnership that is mainly “focused on co-creation of product around data, video and images, including core Facebook and Instagram,” said Laura Desmond, CEO of Starcom MediaVest Group, the Publicis agency that managed the agreement.

This is the largest deal of the latest in a string of major partnerships between Publicis agencies and digital media companies.
 

Apart from the fact that deals between agencies and major ad sellers are relatively unusual nowadays.

The partnership will most probably join global spending from Publicis media networks Starcom MediaVest Group and Zenith Optimedia as well as large digital shops like DigitasRazorfish and Rosetta,according to Adage.

Carolyn-Everson-2Carolyn Everson (photo),  VP of global marketing solutions at Facebook, told AdAge, “This is the first time we have all of the different elements that will allow clients to reach a significant scale of 100 million people a day in the U.S. and [specific] audiences within the 100 million the client wants to reach.”

“You can boil it down to integration and data. We’re the first agency network that will have this comprehensive level of data and access,” Desmond told the Wall Street Journal.

Learn more about crucial strategies from advertising and media luminaries targeting Latin American and Hispanic audiences. Book now for our Latam Advertising and Media Summit, a required event for any marketing professional.

 

What: Facebook and advertising holding company Publicis Group announced a sprawling multi-year advertising partnership that is said to be worth around US $500 million.
Why it matters: As a result of this deal, Publicis will gain access to Facebook insight, engineers and creative talent to develop special ad units or content for the social network´s Instagram property.

pfbSocial networking service Facebook and advertising holding company Publicis Group have announced a sprawling , long-term partnership. Terms were not disclosed, but  the deal is said to be valued around US $500 million, according to AdAge.

The deal is believed to provide Publicis’ increased access to Facebook´s ad inventory and  data for ad targeting , to Facebook engineers and analyst to develop better rich measurement tools and help Publicis to  increase opportunities in video and on the social network’s Instagram property.

This is a multi-year partnership that is mainly “focused on co-creation of product around data, video and images, including core Facebook and Instagram,” said Laura Desmond, CEO of Starcom MediaVest Group, the Publicis agency that managed the agreement.

This is the largest deal of the latest in a string of major partnerships between Publicis agencies and digital media companies.
 

Apart from the fact that deals between agencies and major ad sellers are relatively unusual nowadays.

The partnership will most probably join global spending from Publicis media networks Starcom MediaVest Group and Zenith Optimedia as well as large digital shops like DigitasRazorfish and Rosetta,according to Adage.

Carolyn-Everson-2Carolyn Everson (photo),  VP of global marketing solutions at Facebook, told AdAge, “This is the first time we have all of the different elements that will allow clients to reach a significant scale of 100 million people a day in the U.S. and [specific] audiences within the 100 million the client wants to reach.”

“You can boil it down to integration and data. We’re the first agency network that will have this comprehensive level of data and access,” Desmond told the Wall Street Journal.

 

What? Acxiom has sealed a multi-year deal with media agency Starcom MediaVest Group
Why it matters? Among other things, the deal allows Starcom to use Acxiom’s Audience Operating System, which enables audience segmentation and targeting across online and offline media .

acxiomAcxiom has sealed a multi-year deal with media agency Starcom MediaVest Group. This is Acxiom’s first relationship with an agency in its 40-year history. Acxiom has historically worked with brands, retailers and other companies that use its data management, analytics and technology services.

The deal allows Starcom to use Acxiom’s Audience Operating System, which enables audience segmentation and targeting across online and offline media using first-party and third-party data. Some clients have already used the platform in beta, but the two firm’s ultimate goal is to develop new applications for the system, such as targeting TV advertising.

The deal also gives Publicis Groupe the option of expanding offerings to Vivaki and other Publicis Groupe companies.

The partnership is planned to last for multiple years, yet neither company would reveal the precise length. Whatsmore, the relationship is not exclusive although it should give Starcom MediaVest a head start when it comes to testing the Acxiom system with clients and developing apps that work with it.

Following the deal, Startcom will have first right of refusal for using the Acxiom system in foreign markets when it becomes available outside the U.S. Acxiom expects to unroll the audience targeting platform in the U.K. and China next.

The progress of this relationship will be discussed by Mr. Howe and Ms. Desmond every two weeks.

According to Ms. Desmond “Innovation isn’t something that happens in a day.”. “We will have a clear competitive advantage in terms of time and exclusivity,” She stated.

As regards the Acxiom deal, Ms. Desmond mentioned the increasing efficiency and targeting consumer segments on a big scale, concepts that were mentioned too after announcement of the Publicis-Omnicom merger. Nothing seems to indicate how the Acxiom deal might extend over to Omnicom agencies once the merger is completed.

The new partnership follows other deals with big digital players such as Twitter and Yahoo, which gave Starcom access to Twitter ad inventory and Yahoo’s first-party data on its visitors respectively.

Source: Ad Age 

Todd Wilson (no jacket)Todd heads Starcom MediaVest’s Miami Latin American Headquarter office, which leads many of SMG’s multinational clients such as Procter & Gamble, Samsung, Avon, BlackBerry, LEGO among others.

He oversees new business development and strategic leadership with over 12 years experience in the LATAM region.

Prior to SMG Miami, he worked for Publicis Groupe sister agency, Saatchi & Saatchi, in both South Africa and New Zealand.

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