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Starcom MediaVest

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What: Procter & Gamble has shifted most of its media business from Publicis Groupe’s Starcom MediaVest Group to Dentsu Aegis Network’s Carat (a planning incumbent) and Omnicom Media Group.
Why it matters: OMD will be the primary agency supporting the majority of P&G’s product categories, with Carat supporting the others. P&G is the largest U.S. advertiser.

kYrPoJnL_400x400The packaged-goods giant Procter & Gamble has completed the North American media agency review it began in May, 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.

The company said in a statement that “OMD will be the primary agency supporting the majority of P&G’s categories, with Carat supporting the others.”

Publicis  lost all of the P&G business in North America with the exception of its divestiture brands, while Starcom Mediavest Group will remain P&G’s primary media buyer/planner outside the United States, retaining only a portion of the P&G brand portfolio within the U.S.–and those pieces of business will soon leave the P&G family altogether.

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, which makes up about 40 per cent of the global business.

P&G spent about US$2.66 billion (£1.77 billion) on measured media in the US last year, according to WPP’s Kantar Media.

MediaCom, part of WPP, also participated in the review.

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!

 ::: Coca-Cola – UM,Starcom Mediavest, Ogilvy&Mather  ::: MEC- Mabe ::: McDonald´s/ Argentina ::: Gap – Lowe Ginkgo ::: Agency Made –  Jose Cuervo Especial ::: “Siblings”/ Go-Gurt, General Mills :::

  • Coca-Cola/ Global

imagesUM has displaced Publicis Groupe’s Starcom Mediavest as Coca-Cola’s main media agency. Starcom is still on the roster and a new addition is Ogilvy, which Coke wants to help with planning. Coke spends over US$400m in the US. Starcom, WPP’s MediaCom and Carat will still work on Coke business outside the US. In Mexico, MediaCom is in charge of buying and planning media for Coca Cola.

  • Mabe/Argentina

RNrtsl4U_400x400MEC, the media agency owned by WPP Group, has announced that its Argentinian subsidiary will work for Mabe. The multinational production, design and distribution of home appliances company has chosen the agency to develop its media strategy in time for the brand’s relaunching. Eric Caamaño, client service director of MEC, will lead the team that will work with the new client. Along with him, Valeria Guarrochena, director of MP&B; and Maria Cecilia Terrana, account director, will take care of developing strategic planning, negotiation and recruitment of media spaces for Mabe. Mabe joins the media agency portfolio brands like Toyota, Sony , Musimundo, Freddo, Energizer and Netflix, among others.

  • McDonald´s/ Argentina

Colección libros_20000 Leguas Viaje Submarino_Cajita Feliz Colección libros_Rapunzel_Cajita FelizMcDonald’s has launched a new collection of books with its Happy Meal to promote reading as a fun activity for kids. McDonald’s Happy Meal includes 6 options of illustrated books with classic tales and educational content to encourage the habit of reading in children. Each story also brings an stickers and a cardboard accessory to build the characters and continue creating histories in family. Through McDonald’s Happy Meal children will discover 4 classic tales known as Los hermanos Grimm, Verne, Quiroga e Hinojosa, and 2 educational content books, illustrated in a fun and engaging way.The titles are: : Rapunzel, 20.000 Leguas de Viaje Submarino, La Tortuga gigante, Las orejas de Urbano, Jugando con momias y pirámides and Jugando con castillos medievales. As a result of 2014 McDonald’s books programs and so far in 2015, more than 7,5 million have been already delivered throughout Latin America through the Happy Meal. The aim of this program is to foster in children an essential habit for self-education: reading. The company will launch monthly a different title in an Interactive Digital Book through its “McPlay” app, where children can discover and read more than 12 titles.

  • Gap/Uruguay/Paraguay

fXXYC2sI_400x400The renowned clothing store Gap has picked  Lowe Ginkgo as its agency in Uruguay and Paraguay, to handle communication. The agency will provide communication services, creative campaigns, productions, digital channels and media management in the Uruguayan and Paraguayan markets. In the latter, Lowe Ginkgo has been working for almost  a year. Gap has two stores in Uruguay and one in Paraguay.

  • José Cuervo Especial/ México

Untitled_1_400x400Agency Made, led by Yosu Arangüena and Cristian Rocha, has won the Jose Cuervo Especial tequila account. After two years working for Casa Cuervo with its Kraken and Boost products,the agency adds the flagship brand to its clients portfolio.Other clients are Fiat, Alfa Romeo, Kraken, Boost, Dormimundo, Playboy, Stabilo, Baby mundo and Museo de Memoria y Tolerancia.

  • “Siblings”/ Go-Gurt, General Mills

descarga (6)Bromley multicultural agency has released its latest commercial for the kids’ yogurt brand Go-Gurt, of General Mills, before closing  its offices on July 31, after almost 34 years of publicity work. The effort was directed by Santiago Chaumont, of Madrefoca producer. ”Siblings” shows the fanciful confrontation between a giant teddy bear and a masked warrior, with imagination as the core of the message.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

Click here for prior Sales Leads issues.

  • Bromley Accounts: Western Union, NBA, Enterprise Holdings, Cheerios, Fiber One, Yoplait, Pillsbury, Totino’s Progresso

San Antonio based Bromley agency is closing. The shop is No. 22 in the top Hispanic agency ranking, with estimated revenue of less than $10 million. Bromley’s main accounts include General Mills brands, including Cheerios, Fiber One, Yoplait, Pillsbury, Totino’s, Pillsbury and Progresso. Agency execs interviewed by Ad-Age, said that many of those brands are likely to go to Casanova Pendrill and Conill, the Hispanic shops for General Mills’ main creative agencies, Interpublic’s McCann Erickson and Publicis Groupe’s Saatchi & Saatchi. One agency exec said that independent shop Grupo Gallegos might also get one of the General Mills brands. Bromley also handles Western Union, and just broke a campaign for its money transfers to Cuba in a series of TV spots shot in Cuba. It’s unclear where two other accounts, the NBA and car rental company Enterprise Holdings,  will land.

  • Levi’s

descarga (2)Levi’s has unveiled a new women’s denim collection that features a range of styles for different body types, including skinny cuts, shaping styles and curvy fits. The retailer is pushing the line with ads featuring Alicia Keys and other female musicians.The campaign is Levi’s largest-ever effort aimed at women since it debuted its first pair of women’s jeans in 1934. The campaign and the collection touch on the way women feel when they find the right pair of jeans, recognizing that the shopping experience is different than with men.As part of the effort, Levi’s aims to make it easier to shop for jeans and drive traffic in stores. The retailer has revamped its in-store signage and shoppers can make one-on-one appointments with a stylist at select locations.Levi’s is also partnering with PopSugar, a Multichannel Network, on a location-based push and working with cinema ad distributor NCM to retarget ads to moviegoers on their mobile devices within seven days of their visit to the theater.The broader campaign is a continuation of “Live in Levi’s,” created by FCB. The new effort is aimed squarely at women. Levi’s will also run a separate push for men.Ms. Keys stars in the launch spot, opening with the voiceover: “All women are badass.” In the ad, she revisits her hometown of New York City while creating her new song, “28,000 Days.” The 30-second ad will run on TV, cinema and online.The campaign, which includes digital, social, TV, cinema and print elements, also features Japanese drummer Kavka Shishido, American singer-songwriter Ryn Weaver and French-Cuban musical twins Ibeyi, who will star in digital videos.AKQA handles digital content creation for Levi’s. Levi Strauss spent US$28 million on domestic measured-media in 2014, according to Kantar Media. More than US$23 million of that was spent on the Levi’s brand.

  • Hillary Clinton’s Hispanic Campaign

HillaryBuzzFeed’s Adrian Carrasquillo writes about Hillary Clinton’s plans to lure Hispanic voters.”So far, the discussions have concerned engaging a national public relations firm to develop a national message for the Hispanic electorate, complemented by independent messages from statewide firms in a handful of key states like Florida, Nevada, Colorado, and North Carolina, according to multiple sources who have been briefed or were part of the meetings.”

 

  • Tecate

CJgSgYiUsAAcnT_Tecate kicked off its partnership with Chivas Del Guadalajara on Tuesday, July 7th; Chivas Del Guadalajara begun a special five game season – taking place in stadiums throughout California and Texas.This alliance with Chivas Del Guadalajara is part of Tecate’s sports engagement platform, dubbed, “Taste of Triumph,” which immerses bicultural Hispanic consumers 21 and older in the sports they love ranging from soccer and boxing to auto racing.The Chivas Del Guadalajara games take place during the summer pre-season in July, wrapping up with a final match in September in California, which will be announced in the coming weeks. The current schedule includes:

  • 7/7 (7:30pm) – Chivas vs. Club Leon – Raley Field (Sacramento)
  • 7/10 (8:00pm) – Chivas vs. Club Atlas – Chukchansi Park (Fresno)
  • 7/14 (7:30pm) – Chivas vs. Club Pachuca – Dell Diamond Park (Austin)
  • 7/17 (8:00pm) – Chivas vs. Rayados de Monterrey– BBVA Compass Stadium (Houston)
  • Etihad Airlines Group

AtBTnkRT_reasonably_smallStarcom Mediavest Group (SMG) has been named Global Media Agency for Etihad Airways Partner (EAP) airlines Etihad Airways, Alitalia, Air Berlin and Jet Airways. SMG landed the account after a formal review to consolidate the account and several agency networks were invited to pitch, including Etihad Airways’ incumbent agency Mediacom, OMD (incumbent on Air Berlin) and Universal Media. The incumbent agency on Jet Airways was Vizeum and Alitalia was Mindshare.EAP expects this appointment will save it money through SMG’s ability to deliver scaled benefits by aligning media spending power across key markets and to provide added value and centralized strategic advice and planning to meet the unique commercial needs of the airline grouping. In May, Etihad teamed up with Brand USA, a destination marketing organization for the United States, to encourage tourism to the USA from points across its extensive global network as well as launched a premium Twitter channel. EAP also promoted Universal Pictures’ Fast & Furious franchise with the Fast & Furious 777 branded plane.  Etihad Airways began operations in 2003, and in 2014 carried 14.8 million passengers. From its Abu Dhabi base, Etihad Airways flies to 111 existing or announced passenger and cargo destinations in the Middle East, Africa, Europe, Asia, Australia and the Americas.

  • Doritos

descargaDoritos is running its first mobile-only campaign, featuring 3D video content in order to promote its new Doritos Jacked flavor. To view the content on their smartphones, people need to purchase a bag of the new, limited-edition flavors, Jacked 3D Bacon Cheddar Ranch, or Jacked 3D Jalapeno Pepper Jack, visit www.Jacked3D.com, scan one of the snack chips (as opposed to using a code on the bag or elsewhere), and wear a pair of the Jacked 3D glasses. The glasses are available with purchase at select retail locations across the country, or by contacting Frito-Lay consumer affairs for a free pair. (All 3D videos will also be available in the standard 2D format.)The content includes exclusive videos by YouTube star Freddy Wong, Vine star Zach King and BMX master Tim Knoll. The site will also offer a 3D video-clip preview from the indie band PPL MVR. In addition, starting July 6, visitors can access a preview trailer of “Sharknado 3” (to premiere on July 22 on Syfy) that includes exclusive content.The new Doritos Jacked flavor be available through Sept. 18.

  • Miller Lite

descarga (1)Miller Lite is showcasing Latin music artists by extending the Conciertos Originales music series to Miami. Consumers will have the chance to enjoy a free-ticketed concert experience with two of the biggest urban Latino artists: J Alvarez and Chino y Nacho. Conciertos Originales will take place at the Fillmore Miami Beach at the Jackie Gleason Theater, starting with J Alvarez on July 15 and followed by Chino y Nacho on November 11.Conciertos Originales will return to Miami in November with Latin GRAMMY® Award-winning Venezuelan duo Chino y Nacho.

Join us at PORTADA Mexico!

A who is who of the Online Video World is participating at Portada’s Latin Online Video Forum on June 3 in Miami. Dr. Shay David, CRO and Co-Founder of Kaltura, a leading open source video platform, and Jan Riemens, CEO of international Multichannel Network Zoomin.TV will be speakers in the Forum. Both thought leaders will be having an on-stage conversation on the important theme of “Delivering Over the Top Television”.

Some of the questions David and Riemens will answer include:

Dr. Shay David, Co-Founder, Kaltura
Dr. Shay David, Co-Founder, Kaltura

-What tools are required to deliver Hollywood grade content?

CEO, Zoomin.TV
CEO, Zoomin.TV

-What are some best practices to keep viewers engaged?
-How does an international media company produce content in 17 languages and generate almost 4 billion video impressions per month
– How are some of the world’s leading media companies creating and monetizing new OTT experiences.

Online Video Talent and MCN’s (Multichannel Networks) will play an important part at the Latin Online Video Forum. Major Online Video Talent and C-level MCN executives including the below will be participating:

– Fabienne Fourquet,CEO and co-founder, 2Btube
– Luiza Ricupero Negret, VP, StyleHaul Mundo
– Ulysses Alvarado, Founder & CEO, Tu Vision Canal
– Lynn Ponder, Founder, WebcityGirls
– Jeannette Kaplun, Founder and Chief Content Officer, Hispana Global
– Martin Frontini, Managing Director Latam & Spain, Zoomin.T​V
– Annie Vazquez, The Fashion Poet
– Carolina Ortiz, Lifestyle and Beauty Blogger
Daniela Ramirez, @Nanyzcloset, Lifestyle and Fashion Blogger

The Winner of the 2015 Top Latin Social Influencer Award (voting is open until this Friday May 8!) will also be announced during the Latin Online Video Forum.

Major players from the Brand Marketing, Agency and Social Media world also participating at the Latin Online Video Forum also include:
– Maya Kosovalic, Digital and Media Communications Manager, L’Oreal
– Carlos Espíndola, Gerente eHub Latinoamérica, 3M
– Adriana Grineberg, Head of Operations, Facebook Miami
– Borja Beneyto, Digital Regional Director Latin America, Starcom MediaVest

More exciting news about the Latin Online Video Forum and the overall #Portadalat event are going to be announced in the next few days.

Tickets to the Latin Online Video Forum, June 3 in Miami’s Hyatt Regency Hotel, can be purchased independently or in combination withe the LatAm Advertising and Media Summit which takes place on June 3 in the evening and June 4. Both events are under the umbrella of #Portadalat.

A who is who of the Online Video World is participating at Portada’s Latin Online Video Forum on June 3 in Miami. Dr. Shay David, CRO and Co-Founder of Kaltura, a leading open source video platform, and Jan Riemens, CEO of international Multichannel Network Zoomin.TV will be speakers in the Forum. Both thought leaders will be having an on-stage conversation on the important theme of “Delivering Over the Top Television”.

Some of the questions David and Riemens will answer include:

Dr. Shay David, Co-Founder, Kaltura
Dr. Shay David, Co-Founder, Kaltura

-What tools are required to deliver Hollywood grade content?

CEO, Zoomin.TV
CEO, Zoomin.TV

-What are some best practices to keep viewers engaged?
-How does an international media company produce content in 17 languages and generate almost 4 billion video impressions per month
– How are some of the world’s leading media companies creating and monetizing new OTT experiences.

Online Video Talent and MCN’s (Multichannel Networks) will play an important part at the Latin Online Video Forum. Major Online Video Talent and C-level MCN executives including the below will be participating:

– Fabienne Fourquet,CEO and co-founder, 2Btube
– Luiza Ricupero Negret, VP, StyleHaul Mundo
– Ulysses Alvarado, Founder & CEO, Tu Vision Canal
– Lynn Ponder, Founder, WebcityGirls
– Jeannette Kaplun, Founder and Chief Content Officer, Hispana Global
– Martin Frontini, Managing Director Latam & Spain, Zoomin.T​V
– Annie Vazquez, The Fashion Poet
– Carolina Ortiz, Lifestyle and Beauty Blogger
Daniela Ramirez, @Nanyzcloset, Lifestyle and Fashion Blogger

The Winner of the 2015 Top Latin Social Influencer Award (voting is open until this Friday May 8!) will also be announced during the Latin Online Video Forum.

Major players from the Brand Marketing, Agency and Social Media world also participating at the Latin Online Video Forum also include:
– Maya Kosovalic, Digital and Media Communications Manager, L’Oreal
– Carlos Espíndola, Gerente eHub Latinoamérica, 3M
– Adriana Grineberg, Head of Operations, Facebook Miami
– Borja Beneyto, Digital Regional Director Latin America, Starcom MediaVest

More exciting news about the Latin Online Video Forum and the overall #Portadalat event are going to be announced in the next few days.

Tickets to the Latin Online Video Forum, June 3 in Miami’s Hyatt Regency Hotel, can be purchased independently or in combination withe the LatAm Advertising and Media Summit which takes place on June 3 in the evening and June 4. Both events are under the umbrella of #Portadalat.

Microsoft, Burger King, Grupo Copesa and Starcom MediaVest Group converged Wednesday morning in Miami to discuss how advertisers and brand marketers in Latin America are using -or not- technologies to purchase media more efficiently.

The discussion kicked off with moderator Marcelo Montefiore, owner of Global Mind, asking panelist to discuss whether they employ advertising technologies, including programmatic buying, as part of their media buying efforts.

“Programatic buying is still slow, because advertisers and agencies are not sharing a lot of information,” said Diego Fernandez, director of media and digital North America, Burger King Corporation. “But I think the next couple of years are going to be very important and we’ll see more of it.”

But for a marketer like Microsoft, even programmatic buying and other such technologies are not to be treated as a priority. In fact, said Microsoft’s Axel Steinman, new technologies don’t solve the bigger, more structural problem in the industry: The lack of consensus to use data and metrics smartly. “Many of us are just trying to acquire the wrong impressions doing the wrong things and that’s a bigger problem,” said Steinman. Microsoft, which spends 50% of its advertising money in digital, is still in a learning process. The key, he said, is to agree on the metrics. “It would be wonderful if as an industry we can sit down and agree on something.”

Speaking about digital media, panelists agreed that while digital advertising has the advantage of delivering great metrics, it also becomes a liability, when advertisers then demand other media (TV or radio) to provide the same type of ROI.

With Latin America growing at an average 4%, panelists were asked to discuss the impact of such a growth in mobile marketing and advertising. Yet, the consensus was the region still lags behind. “Forget mobile. We’re still weak in online advertising,” acknowledged Max Sichel, CEO of Chile’s Grupo Copesa. “I think it’s going to take 4 or 5 years for [online advertising] to be a bit higher.”

Microsoft, Burger King, Grupo Copesa and Starcom MediaVest Group converged Wednesday morning in Miami to discuss how advertisers and brand marketers in Latin America are using -or not- technologies to purchase media more efficiently.

The discussion kicked off with moderator Marcelo Montefiore, owner of Global Mind, asking panelist to discuss whether they employ advertising technologies, including programmatic buying, as part of their media buying efforts.

“Programatic buying is still slow, because advertisers and agencies are not sharing a lot of information,” said Diego Fernandez, director of media and digital North America, Burger King Corporation. “But I think the next couple of years are going to be very important and we’ll see more of it.”

But for a marketer like Microsoft, even programmatic buying and other such technologies are not to be treated as a priority. In fact, said Microsoft’s Axel Steinman, new technologies don’t solve the bigger, more structural problem in the industry: The lack of consensus to use data and metrics smartly. “Many of us are just trying to acquire the wrong impressions doing the wrong things and that’s a bigger problem,” said Steinman. Microsoft, which spends 50% of its advertising money in digital, is still in a learning process. The key, he said, is to agree on the metrics. “It would be wonderful if as an industry we can sit down and agree on something.”

Speaking about digital media, panelists agreed that while digital advertising has the advantage of delivering great metrics, it also becomes a liability, when advertisers then demand other media (TV or radio) to provide the same type of ROI.

With Latin America growing at an average 4%, panelists were asked to discuss the impact of such a growth in mobile marketing and advertising. Yet, the consensus was the region still lags behind. “Forget mobile. We’re still weak in online advertising,” acknowledged Max Sichel, CEO of Chile’s Grupo Copesa. “I think it’s going to take 4 or 5 years for [online advertising] to be a bit higher.”

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