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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 AMERICAN CONSUMERS! with newly introduced upgraded features (see at the bottom of this article. 15 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please contact Silvina Poirier at 1-800-397-5322  or e-mail her at silvina@portada-online.com.

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  • FullSix Media by Havas

images (1)Havas Group is launching FullSix Media, its third full-service media network operating alongside flagship Havas Media and Arena Media. The new network, dubbed FullSix Media, was created on the foundation of FullSix Group, a Paris-based digital marketing services shop it acquired last year for $75 million.The new network, which launches Sept. 1, integrates FullSix with Havas’ preexisting Forward Media unit, to form a new global media services practices with operations across Europe, Latin America and the U.S, Mediapost reports.The new entity will be headed by FullSix Group Founder and CEO Marco Tinelli, former WPP exec.Tinelli joins the Havas Media Group’s executive committee.

 

  • GlaxoSmithKline Consumer Healthcare

4f04e6a303341df5bbe81beafdf29f33_400x400GlaxoSmithKline Consumer Healthcare consolidated its global agency roster to nine shops across advertising, digital, content, PR, expert marketing and shopper marketing to support its brands.Edelman has been appointed for content and PR.Media will continue to be managed by Omnicom’s PHD and WPP’s GroupM.

 

 

 

  • L’Oréal / IT Cosmetics

descarga (6)The French cosmetics giant L’Oréal is about to make its largest acquisition, according to a report published by Bloomberg. The French cosmetics giant has agreed to acquire IT Cosmetics in an all-cash transaction valued at US$1.2 billion.IT Cosmetics will join L’Oréal’s Luxe division.The acquisition is hoped to spur further growth in the North American market, compensating for the slowdown witnessed in Asia and Latin America.

 

  • Garbarino

descarga (7)Agency Don Connect has released “La cocina es nuestra” (“The kitchen is ours”,) Garbarino’s new campaign, which invites everyone to conquer their own kitchens and encourages to make any kind of recipe using the appliances Garbarino offers. The campaign includes a 50 ” and 15″ TV spots, graphics, social networks, SOPs and 3 videos with digital content. Garbarino’s media agency in Argentina is Zenith.

 

 

 

INTRODUCING NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. consumers:
New Sales Leads: Weekly more than 20 new leads uploaded to the Database by the Portada Team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.
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Read the Frequently Answered Questions. (click on link “the most commonly asked questions…” and/or contact Research/Databases Sales Manager Silvina Poirier at silvina@portada-online.com.

What: Under the restructuration plan outlined by Publicis Groupe, Starcom Mediavest and  Zenith Optimedia Group are no longer.
Why it Matters: Publicis Groupe is a global leader in marketing and communication services. It is present in 108 countries and has more than 77,000 employees.

In order to maximize performance and operations, the French company has decided to reorganize the two media advertising companies Starcom Mediavest and Zenith Optimedia Group. There will now be four conglomerates operated by Starcom, Zenith, Mediavest Spark and Optimedia Blue 449, which will continue to deliver advertising services to its clients around the world.

http://i0.wp.com/static1.publicisgroupe.com/media/display/id/5054.png?resize=244%2C278

Steve King, CEO Publicis Media

“We have the strength to make it to the future first,” said Steve King, CEO of Publicis Media, in the press release.

 “Publicis Media is a fresh opportunity to simplify our organization, invent more modern ways to gain efficiency, introduce structures to increase collaboration and effectiveness, and reach a scale and clients of greater value.”

This change is being done under the context of Mediavest’s recent decision to fire 80 of its employees after the loss of some of its most important clients: Procter & Gamble, Coca-Cola and Walmart. With this new structure, the money from the four agencies will be united under one roof instead of split between the two giants.

And American TV media outlets are about to begin selling their ad spaces for the next season. For that reason, the Publicis agencies (and all of them in general) need to prepare for negotiations in which clients will invest millions of dollars in channels like CBS, NBCUniversal, 21st Century Fox and Walt Disney.

In terms of management, each of the companies is led by a global brand president. Lisa Donohue, who was the CEO of Starcom, is now the global brand president of said agency. Vittorio Bonori is at the head of Zenith. Brian Terkelsen is in charge of Mediavest Spark, and Andras Vigh will run Optimedia Blue 449.

At the same time, each agency has a CEO responsible for operations in the United States. Chris Boothe will assume the position of CEO of Mediavest SparkDave Ehlers will stay at the head of Optimedia Blue 449Lou Rossi will also stay at Zenith; and Donohue will lead Starcom until a successor is named. All of the brand leaders in the United States will report to Tim Jones, CEO of the Americas.

In Mexico, the Starcom spokesman told Portada: “We have four brands – Starcom, Mediavest, Zenith and Optimedia – working very well. We will continue to focus on giving clients from each brand the priorities that they demand, with a focus on the disciplines that we know will impulse brand growth.”

“We will leverage the Publicis global excellence centers to keep leading in digital, data, analytical, content and technology.” With respect to the structure for Latin America, he could only say that “it is being defined, and will be shared shortly.”

jpg_CTA-Latam_RegisterNowLuxury Goods and Services Marketing is going to be very well represented at our upcoming 7th Annual edition of the Portada LatAm Summit in Miami June 3 and 4. We just got the confirmation from 4 major players in the Latin American Luxury Goods and Services Sector:

Pedro Tabera, President and General Manager, Mercedes Benz Mexico

 

 
Alexis Thanasoulas, Managing Director Latin America, ZenithOptimedia Group

 


Stephanie Peña,
Regional Sales Director Americas, Longchamp and Javier Martinez Staines, Director General Editorial, Televisa have also confirmed their presence. More brand marketers will be confirmed in the next few days!

Tickets are going very fast, register here at the online promotion rate! 

The above brand marketers, agency executives and media companies will  dissect the main trends in Latin American luxury goods marketing and address questions including the below:
– What moves Latin Americans to acquire Luxury Goods and Services?
-Panregional vs. local Marketing, when is there tension, when do they complement each other?
– Paid Media and Content Marketing in the Luxury Sector

Other key brand marketers participating in #Portadalat include:
Denisse Guerra, Regional Marketing Director Latin America, The Estee Lauder Companies
Manuel Medina Riveroll, Marketing Director, Bayer Mexico
Jon Suarez Davis, VP Global Media Strategy, Kellogg Company
Ivan Ahedo, Marketing Director, Comex
Carlos Espíndola, Gerente eHub Latinoamérica, 3M
Maya Kosovalic, Digital and Media Communications Manager, L’Oreal
and many more!

Starcom Media Vest has lost the Telefonica Latin America media planning and buying business as Telefonica has entered into a wider global agreement with the Havas Group which has resulted in the US $260 million European media account – and the US$ 65 million O2 business – moving from Publicis Groupe’s ZenithOptimedia to Havas Media. Telefonica’s Latin American business will also be managed by Havas Media.

TelefonicaSpanish-Telco giant Telefonica is withdrawing its US$ 250 million/year Latin American media buying business from Starcom Media Vest, who has managed the account for more than 5 years. Although in July, Telefonica announced it was retaining Starcom as its media buying agency for Latin America as well as also Publicis owned Zenith Optimedia for its European and O2 business for an additional 5 years, a spokesman for Telefónica confirmed that the initial selection of ZenithOptimedia in July had been usurped by a “global strategic appointment of Havas Group” that will include media planning and buying. “I can confirm that we have lost the business but I have nothing to add beyond that,” Ashok Sinha, VP, Global Brand Marketing & Communication, at Starcom Media Vest Group in New York told Portada. Sources at Havas Media in Miami did not want to comment their new Telefonica account.

The initial selection of ZenithOptimedia and Starcom Media Vest in July has been usurped by a “global strategic appointment of Havas Group” that will include media planning and buying.

Moving forward, it is understood that Telefonica is now looking for alternative ways to work with Publicis, a Telefonica spokesman said, although he acknowledged that media will not be part of the future cooperation. he also added that Telefonica soon will open a global pitch for creative services.

No Pitch or Procurement

The process was not pitched or procurement led but was part of an overarching business decision made by Telefonica chairman César Alierta following its purchase of Vivendi’s GVT in Brazil in September this year. The decision coincides with suggestions that a deal had been struck between the Havas shareholder Vincent Bolloré and Telefónica’s chairman, César Alierta.

The spokesman would not comment on whether Bolloré had a role to play, but said that the decision to appoint Havas globally “had always been an ongoing consideration”.  Paul Bainsfair, the IPA’s director-general (the Institute of Practioners in Advertising in the United Kingdom), said: “The IPA New Business and Marketing Group would like to express concern over the reported outcome of this processThe impact of poor pitch practice on agencies can be far more crippling than many clients appreciate.” In the UK, Telefónica’s O2 is one of ZenithOptimedia’s longest-standing clients, with roots stretching back to 1991. Telefónica Europe operates under the O2 brand in the UK, Germany, the Czech Republic and Slovakia.

 

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.