What: Brewing giant AB InBev has named Dentsu Aegis Network’s Vizeum as its new agency for the U.S. and Canada.
Why it matters: Former US incumbent MediaCom has been awarded Mexico and parts of Latin America.

Brewing giant AB InBev has named Dentsu Aegis Network’s Vizeum as its new agency for the U.S. and Canada following a global media planning and buying review that had kicked off back in March. 

US incumbent MediaCom has been awarded Mexico and parts of Latin America.

Strategic consulting firm MediaLink and media auditor Mediapath assisted with the review process, which was led by the brewer’s global marketing team, based in New York.

In the U.S, the brewer spends spent around US$740 million on ads in 2016 and upwards of US$2 billion a year on ads in more than 50 countries worldwide, according to Kantar Media.

The review came shortly after the beer giant’s US$100-plus billion merger with SABMiller late last year.


See Also:
SALES LEADS: AB InBev, Casa Modelo®, Budweiser, Luxottica…
SABMiller to Expand Beer Product Offerings in Latin America


Hot agency M&A scene in Latin America as major global ad agencies WPP (Wunderman), Dentsu-Aegis and Havas just bought agencies in Brazil, Chile and Argentina.

Brazil: Wunderman buys Digital Marketing Agency Pmweb

WPP wholly-owned operating company Wunderman acquired a majority stake of Pmweb Comunicação, a digital marketing specialist in Brazil. Pmweb is specialized in cross-channel campaigns management. It has offices in Sao Paulo and Porto Alegre. Clients include beverage giant Ambev, cosmetic company Avon Brazil, airline company Azul, and fashion business Animale.
The acquisition deal establishes that Pmweb will still operate independently. Pmweb’s founder, Tárik Potthoff, remains as the CEO and leader of the operations. According to Wunderman Brasil, the objective of the deal is to focus operations on accuracy and results in the retail sector.

Chile: Dentsu Aegis Network Acquires Chilean Veriplan

Dentsu Aegis Network also started the year with acquisitions in Latin America by buying the Chilean agency Veriplan. The company is now part of Vizeum, which will soon be launched in Chile, expanding Dentsu’s solutions in the country and neighbouring markets. Veriplan was founded in 2012 as part of the Veritas creative group, which has been operating in Chile since 2005 focused on media planning, digital communication, and outdoor media. The agency has big multinationals in their portfolio, such as Toyota Chile. Veriplan senior executive Patricio Cerda will now act as digital manager, Vizeum Chile. Claudia Colaferro, president, Dentsu Aegis Network Latin America, said in a statement that the purchase is a “natural choice”, given the good performance of Veriplan locally. She also emphasized that the deal is part of Vizeum’s strategies to grow in the region.

Argentina: Havas Group expands DBi in Latin America with Intellignos Acquisition

Havas Group announced the acquisition of Intellignos, an Argentinian big data analytics agency. The relationship between Havas and Intellignos started in 2012, when Havas Group purchased a 20% of Intellignos. Intellignos will now be part of Havas Group DBi, the consulting data intelligence unit of the group.  DBi was founded in Europe in 2006 and also offers services in Argentina, Colombia, Chile, Colombia, and Mexico — with goals to start operating in Brazil until the end of the year. Rob Jackson, one of DBi’s founders, steps in as global general manager. Juan Manuel Damia, founder and CEO, Intellignos, will be in charge of Havas Group DBi in Latin America.

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

 ::: Manuel Aguilera – Hispanopost.com ::: Red Hat, Inc. – Carlos Bustos ::: Guido Righetti  – Carat and Vizeum ::: Starcom  MediaVest Group Argentina – Guillermo Bonmatí  ::: Renata Lena and André França –  WMcCann Brazil  :::

Click here for previous Latam Changing Places editions

2d991a7Spanish Journalist Manuel Aguilera, former Director of Spanish-language newspapers El Mundo.es/America, Univisión.com and Diario las Américas, will lead the new editorial project Hispanopost.com: an emerging online platform distributing editorial and multimedia information, based on investigative and citizen journalism that provides relevant, rigorous and quality content, highlighting the main topics Spanish-language audiences around the globe feel concerned about. By his side stand Mark Wieting, Chief Editor of Hispanopost.com and Juan Pablo Herranz, Business Development Director of HispanoPost Media Group, among a large net of worldwide correspondents willing to report ” the other side of news.”

Carlos Bustos_01Red Hat, Inc., provider of open source solutions, has announced the appointment of Carlos Bustos as Country Manager of Red Hat in Chile. In this role, Burns will be in charge of all operations in Chile and will help to develop Red Hat presence regionally. He will report to Germán Soracco, regional director for South America, Central America and the Caribbean Region. Carlos comes to Red Hat with an extensive experience in the technology industry, after having  worked in companies like Novared, Microsoft and AT&T Latin America.

q9W9p93n_400x400As a result of Dentsu Aegis Network growth in Argentina, Guido Righetti has been appointed Chief Operating Officer of Carat and Vizeum. Guido will lead operations of both agencies, with the aim of maintaining identity and independence of each of them. Prior to this appointment, Guido was Managing Director at Vizeum.



descarga (1)Following Guillermo Tafets departure last November, Starcom  MediaVest Group Argentina has announced the appointment of Guillermo Bonmatí as CEO of the company. Bonmatí will be based in Buenos Aires, where he will direct operations and report to Monica Gadsby, CEO US Multicultural and LatAm. Bonmatí has been part of SMG since 2008. Most recently, he was director of the Coca-Cola account for Latin America.

descargaRenata Lena and André França are the new media directors at WMcCann Brazil.

Lena will head Nlab, a partnership between WMcCann and FLAGCX, which acts as an integrated media and business intelligence team to boost strategies for the Nestlé brand. With over 15 years of experience, Lena comes from DM9DDB. She will focus on Nestlé.

França will be media director for Latam Airlines and MasterCard accounts. Prior to LOV, he served as VP of digital media. He also served in Nestlé Brazil, where he was responsible for leading the brand communication of the company.

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!

 ::: Citi – Publicis Group ::: MEC Interaction – ABB ::: Pedidos Ya – Vizeum ::: Global Mind – Newsan ::: Nespresso:::

Click here for previous Latam Sales leads editions

  • Citi/ global

CitiBlueWave_400x400Citi has consolidated its global media business with Publicis Groupe following a review that began in May.Publicis Groupe created One Citi Global to house creative, digital and production duties on the Citi account one year ago. One Citi Global will now hold all of the work Citi puts out, including the new media assignments.Media incumbents include WPP’s MEC, which handles Citi media in the U.S. and international regions, and Publicis Groupe’s Starcom MediaVest Group, which supports the client in a couple international markets through One Citi Global.Through separate media operations, Publicis Groupe now supports Visa (Starcom), Bank of America (Starcom) and Citi (One Citi Global).The financial services company spent US$332.5 million on domestic measured media in 2014, according to the Ad Age DataCenter.

  •  ABB/Argentina

descargaMEC Interaction has won the ABB account, a global company specializing in power technologies and automatization. Among its main tasks, the agency will be in charge of providing advice and support for the brand’s digital communication. The agency adds ABB to its portfolio of clients that includes brands such as Farmacity, OLX, Texaco, Megatlon and Energizer, among others.

  • Pedidos Ya/Argentina

descargaFollowing a media agencies pitch,  Vizeum has been chosen to handle Pedidos Ya strategy, planning and media buying. Other clients of Vizeum include OLX, Fox, Dafiti, Microsoft, Honda, Burberry and Total Lubricants.

  •  Newsan/Argentina

descarga (1)Global Mind has added Newsan to its clients portfolio. The group is engaged in the manufacture, marketing and distribution of electronics and household products, and has other brands in its portfolio such as Noblex, Atma, Siam, Compaq, Sanyo, JVC, Philco, Pioneer and Microlab.


  • Nespresso/ Global

descarga (1)Nespresso has added the Intenso VertuoLine Grand Cru coffee to its VertuoLine Grands Crus range.Designed for the American coffee drinker, the VertuoLine system- introduced in 2014 – is the first Nespresso system that brews both American style large-cup coffee and authentic espresso. VertuoLine revolutionized the way that coffee is brewed by utilizing unique and innovative Centrifusion bar code reading technology. This technology guarantees that each cup is prepared to perfection and finished with a silky and generous crema – the sign of world-class coffee and unprecedented quality – that sets it apart from any other single-serve coffee experience available.The Intenso Grand Cru is the newest permanent addition to the VertuoLine coffee range and was developed specifically to meet the needs and desires of intense coffee-lovers by providing the richness of an Italian espresso, in the size of a regular cup of coffee. Intenso, is the strongest aromatic coffee in the VertuoLine Grands Crus range with an intensity of nine on the Nespresso scale of one to twelve.Intenso is a blend of the highest quality Guatemalan Robusta and Latin American Arabica coffee beans that undergo a two-split short and dark roasting process. This process gives Intenso its bold brown sugar and roasted notes that take the level of intensity to exceptional levels.

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!

 :::  LATAM Airlines Group –  Interpublic Group ::: Pullmantur – Vizeum  ::: El Banco Industrial – Innovation Media ::: Grey Latin America – Nexos Publicidad ::: Pereira & O’Dell – Timberland ::: Kiwi tour – ‘Bike Ecuador and Colombia’:::

  • LATAM Airlines/LatAm

descargaLATAM Airlines Group, which operates the LAN and TAM brands, has chosen Interpublic Group as its new global agency network for markets in the Americas, Europe and Oceania where the company operates.Five large agency holding companies participated in a competitive review, which began in March of this year. The selection process considered the presence of each agency’s network in the region where LATAM Airline Group companies operate.LATAM’s new marketing and communications partner will be responsible for planning, creative, media, performance, social networks and CRM in the 24 countries where TAM and LAN currently operate.The IPG team will be led by McCann Worldgroup and IPG Mediabrands, and includes talent and tools from McCann, Initiative, Reprise, Cadreon, MRM//McCann and Craft, as well as from a senior IPG corporate executive.

  •  Pullmantur/México

aqyNWPod_400x400The Spanish cruise line Pullmantur, owned by Royal Caribbean Cruises, has announced that Vizeum, which belongs to Aegis Dentsu Network, is the media agency chosen to promote Antilles and South Caribbean in Latin America. The campaign will be held in Argentina, Chile , Uruguay, Paraguay, Bolivia, Ecuador, Peru, Colombia, Venezuela, Panamá, Costa Rica, Mexico, Honduras, Nicaragua, El Salvador and Guatemala, between September 2015 and April 2016. The main media in which it will develop will be press, OOH and video to activate digital and social networks. This destination starts and ends in Panama, and is available at Colón, Cartagena de Indias, Curaçao, Bonaire and Aruba ports.

  • El Banco Industrial/ Argentina

cb268f107f39833d74e0e38a9b8ac316_400x400The BIND(Banco Industrial) has re-elected Innovation Media to continue providing strategy services, buying and negotiation of offline and online media. The agency, created in January 2014, has among its clients Saenz Briones, CCU Argentina, Genomma Lab, La Paulina, Staples and Cámara Argentina de la Sidra.


5MILP2yL_400x400Grey Latin America has announced its official affiliation with the Panamanian agency Nexos Publicidad, as part of Grey Latin America’s plan to strengthen its network within the region. Nexos is part of Star Holding, the biggest group of advertising and communications firms in the Panamanian market, which maintains a solid relationship with the WPP Group through the representation of several WPP brands. Thus, Grey Latin America reaffirms its commitment to the region and the expansion of the network. Nexos Grey is both a dynamic and strategic advertising agency with over 30 years of experience. Some of Nexos Grey’s most distinguished clients are Copa Airlines, Ford, Lincoln, Banco Ficohsa, Tempo Design and TeleRed.

  • Timberland/Global

FqSJ6RLo_400x400Pereira & O’Dell has been named the new global creative agency for clothing and footwear brand Timberland after a review.The agency will manage the account out of its New York office, which will be responsible for brand and seasonal strategy across multiple channels including digital, print and outdoor, according to a statement.The brand in 2013 launched a rebranding called “Best Then. Better Now.”Pereira & O’Dell, according to the company, will develop bold, innovative campaigns with these findings in mind to further Timberland’s evolution. Work is expected to launch in Spring 2016.Last year, Timberland, which is owned by VF Corp., named MDC Partners’ Assembly as its media agency as the company sought a more digital-centric strategy. The company in recent years has not have a global agency of record. VF Corp. spent a total of about US$123.2 million on U.S. measured media last year, according to Kantar Media. Its biggest brand by spending is Lee, which had close to US$41 million in measured media spend. Wrangler is the second biggest spender with about US$31 million. Timberland, according to Kantar, is on the smaller end of the spending spectrum, with about US$10 million spent on measured media in the U.S. in 2014.

  • Kiwi tour/ LatAm

Kiwi tour firm launches unique ‘Bike Ecuador and Colombia’ cycle tour.A New Zealand tour operator specialising in South American trips has successfully pioneered a new month-long cycle tour of Ecuador and Colombia.Latin Link, run by Wanaka-based Gary and Francis Tate, has been running tours to the continent since the early 90’s.As a long-time mountain biker, Gary had ridden parts of Ecuador in 2013, and had visited Colombia a number of times.Mr Tate says that in fact the fully-guided tour had been a long time in the planning; issues to overcome included “finding decent quality bikes” in the two countries, and “being able to link all the stops together in a cost-effective manner. “

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