What: Tech newcomer Tronsmart has signed Uruguay National Team star Luis Suárez as brand ambassador in advance of the FIFA World Cup next month.
Why it matters: Brands that don’t have the wherewithal for official FIFA World Cup partnerships can still find under-the-radar ways of promoting their products during the time when soccer fever is highest across the world.

The FIFA World Cup (@FIFAWorldCupis nearly upon us, with Group Play in Moscow, St. Petersburg and other Russian cities just six weeks away. Global brands are finding their way into the games, whether through official sponsorships or back-door via deals with individual athletes as spokesmen.

Upstart Chinese tech firm Tronsmart (@Tronsmart ), founded less than five years ago to take advantage of the burgeoning global live streaming TV box market, has kicked off marketing to soccer fans by signing Uruguay National Team star Luis Suárez as brand ambassador in a deal announced this week. While not thought of by some fans in the same breath as other South American countries like Brazil and Argentina, Uruguay has a deep, strong World Cup history and is considered a solid contender to advance out of Group play by many prognosticators.

With World Cup sponsorships coming fast and furious leading up to and through the summer, a brand like Tronsmart may have found an under-the-radar way to reach sports fans.

The prolific goal scorer (@LuisSuarez9), who also stars for FC Barcelona (@FCBarcelona), is an inspired if perhaps risky choice for the Shenzhen-based firm’s first real foray into sports marketing. The Salto native made headlines in the last World Cup in Brazil, having been found to have bitten Italian player Giorgio Chiellini during a match. That cost him a sponsorship with fledgling online poker company 888poker thereafter and was suspended for a time because of the action.

But Suárez has bounced back, leaving Liverpool and the Premier League after the incident and moving to La Liga, where he’s been a consistent scorer for Barça. He was able to keep his Adidas sponsorship and is still active with numerous partners in his native Uruguay, including telecommunications giant Antel.

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“Mr. Suárez is an international icon that has won fans all around the world,” said Mr. Eric, Chairman of Tronsmart, in a statement. “He is an extraordinary football player and a wonderful family man. I am looking forward to watching Mr. Suárez compete this year and will be rooting for him!”

With World Cup sponsorships coming fast and furious leading up to and through the summer, a brand like Tronsmart may have found an under-the-radar way to reach sports fans in its target markets in the Americas as well as Europe, Middle East, and Asia.

Cover image courtesy of Tronsmart.

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!

 ::: Cafe Britt / Costa Rica ::: Duff Beer/ LatAm ::: GSK/ Novartis/ Global ::: “Estrategia”/Argentina ::: Mediacom/Uruguay :::

  • Duff Beer/ LatAm

descarga (4)Homer Simpson’s beverage of choice, Duff Beer, will soon hit store shelves in Latin America. The iconic fictional brew will initially be offered in Chile, with plans to roll out to more of South America. “The Simpsons” is extremely popular in Latin America and fake versions of the beer began popping up in South America, many in Chile. Fox’s official product will make it harder for imposters to sell their own versions of Duff. The brew, created for Fox by British brewmaster Paul Farnsworth, will be a premium lager.

  • GSK/ Novartis/ Global

4f04e6a303341df5bbe81beafdf29f33_400x400 fUQmgECF_400x400Pharmaceutical giants GlaxoSmithKline (GSK) and Novartis are reviewing their collective US$1.55bn global media agency roster, following the creation of a joint venture earlier this year.In March, British company GSK and its Swiss rival Novartis announced a new consumer health joint-venture, as well as a number of of asset swaps worth more than US$20bn.GSK last reviewed its media two years ago, diving its then-estimated US$1.5bn global media planning and buying account between GroupM and Omnicom Media Group’s PHD. Novartis used Starcom MediaVest Group for its global media.GroupM, PHD and Starcom all reached the latter stages of the review, with Starcom dropping out of the pitch.GSK becomes the latest major advertiser to announce a review of its media arrangements, adding to the estimated us$25bn-plus currently up for grabs.

  • “Estrategia”/ Argentina

Sin título-1_0With the overall creative direction of Papon Ricciarelli and Gabriel Huici, Agency Don presents FiberTel new campaign to celebrate Friends Day. The effort consists of pieces for TV, print, radio, outdoor, online banners and social networks. Estrategia represents one of the cornerstones in the communication scheme of the firm.

  • Mediacom/Uruguay

Gck7GQ7q_400x400Mediacom has announced the launch of a new operation in Uruguay, after having agreed with local partners who previously were managing the brand. The renewed agency will have a structure and a new management and will be integrated into the structure of GroupM in the country, under Mariana Piriz leadership. Martin Nunez, who was previously part of Mindshare and OMD, is the head of Mediacom Uruguay. He has over 10 years of experience in the area of media.Currentl,y Mediacom Uruguay has a customer base which consists of brands such as GSK, Map virulana, Soni + Vision and Monsanto.

  • Cafe Britt / Costa Rica

G-cM0OmI_400x400Cafe Britt, the Costa Rican company known for their gourmet coffee and direct delivery model, has announced the launch of a new version of their website. Britt enjoys a reputation as innovative and customer-focused and their new website highlights these qualities. The Content Hub allows users to “Experience Britt” by explaining the history of the company, the principles that drive Cafe Britt’s business endeavors, and a blog packed with practical information about coffee.Designed for coffee lovers and created with the consumer in mind, Britt’s new website retains the best features of the old. It’s a new look, with the same exceptional coffee and service behind it.

What: IPG Mediabrands will launch Rally, a social media agency,  in Latin America.  
Why it matters: With its own software and processesRally will bring solutions for social media across all platforms and technology to the region. It will roll out in Argentina, Chile, Colombia and Uruguay.

rallyIPG Mediabrands has announced the launch of Rally in Latin America, a social media agency.

Rally, the social media arm of Mediabrands Audience Platform (MAP) , was first established in Asia in 2011. But now it’s being rolled out in Latin American countries including Argentina, Chile, Colombia and Uruguay.

Rally will bring to the Latam advertising market a broad offering of solutions for social media across all platforms and technology, built with its own proprietary software and processes,  including mobile solution capabilities.

This includes content, design, campaign planning, and customer relations. In addition, its’ scope extends to analytics and insights for daily monitoring, strategic campaigns as well as world-class crisis management solutions.

Rally will be led by Lucia Parodi in Argentina, Alvaro Morales in Colombia, Natalia Neves in Uruguay and Walter Yenes in Chile; all planning specialists.

Pablo Rodriguez, President, World Markets, Latam at IPG Mediabrands said, “Rally’s unique selling point that sets it apart from its competitors is its focus on social media proprietary tools and its affiliation to a global agency network like Mediabrands.”

“Rally is the only social media agency that combines big data, technology, and content with an RTB solution. We fuse the social strength of Rally with the programmatic buying expertise of Cadreon to generate unsurpassed efficiencies and maximize investments for our clients,” said Marina Mendez, Regional Director, MAP, Latin America.

It currently has operations in nine countries across South East Asia, five offices in Northern Europe headquartered in Denmark, and five offices in Southern Europe headquartered in Portugal and Turkey. With more than 300 dedicated social media professionals, Rally manages over 50 blue-chip clients globally in more than 20 different languages.

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