HTML tutorial

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!

 ::: American Airlines – Global ::: GSK-Novartis/ Global ::: Farmacias del Ahorro – Carat Mexico ::: “Fiat Happy Hour” – agency Niña ::: P&G – Coty :::

  • American Airlines/ Global

VnfmkRNI_400x400American Airlines’ global creative and media accounts are up for review as the marketer prepares to retire the US Airways brand after acquiring the rival carrier. American’s longtime agencies McCann Erickson, New York, and its affiliate in Dallas, TM Advertising, will defend the creative business. Fellow Interpublic agencies like UM handle American’s media internationally and TM works on the airline’s U.S. media. Those incumbents will also participate in the review, which AAR Partners is managing. A decision is expected by early October. Global media spending is estimated at US$60 million. In the U.S. alone, American Airlines spent just under US$30 million in media last year, according to Kantar Media.Read more.

  • GSK-Novartis/ Global

4f04e6a303341df5bbe81beafdf29f33_400x400 fUQmgECF_400x400GSK absorbed Norvartis’ consumer brands, including Excedrin, in a March deal. Now GlaxoSmithKline is conducting a global review of media planning and buying for its consumer healthcare brands.In March, GSK and Norvartis closed on a US$20 billion deal in which GSK absorbed Norvartis’ consumer brands and vaccines, and Norvartis took on GSK’s cancer drugs.As a result of the deal, GSK employed no less than three media agencies on its consumer business (PHD, MediaCom and Starcom), setting the stage for a consolidation among roster shops. Global media spending on the account approaches US$900 million. Starcom, which previously worked for Norvartis, is not participating in this contest, leaving GSK U.S. shop PHD against MediaCom, which works for GSK in overseas markets, sources said. In a statement, GSK thanked Starcom for its work on Novartis’ brands, which include Excederin, Theraflu and Lamisil. GSK’s over-the-counter brands include Aquafresh, Sensodyne, Nicorette and Tums.

  •  Farmacias del Ahorro/Mexico

BVO7DqTx_400x400From July onwards, the agency Carat Mexico adds the drugstore chain to its portfolio. The agency will be in charge of the  traditional and digital media strategy design, which next year will focus on the e-commerce and branded content areas. Carat Mexico, part Dentsu Aegis group, has clients like Sony, Skype, Hello Food! and DENTIX new Mexican operation.

  • “Fiat Happy Hour” /Argentina

descargaAgency Niña has created a new campaign for Fiat Under the slogan “Fiat Happy Hour” with the aim of alleviating the busiest time of the week. For two Fridays, Illia Highway’s toll were lifted for 60 minutes. Drivers could pass without paying or queuing and get faster to their homes. The campaign was created by Sebastian Reggiani and Guido Donadio, directed by Federico Gianotti and produced by Javier Vera, all part of Niña.

  • P&G / Global

Logo_400x400Procter & Gamble has agreed to part with much of its beauty business,  including brands like CoverGirl, Clairol and Wella, and give those to Coty in an operation of almost US$15 million.With this deal, which includes a total of 43 brands, the plan launched by P&G last year to get rid of 100 brands and 15% of its business in the area is “substantially completed.” When the process is finished, Procter will have given away 93 brands out  of 100. In total, the brands involved in the transfer to Coty had an advertising investment of approximately US$ 300 million in 2014, according to Kantar Media, and were almost all handled by WPP’s  agency Grey. Coty is requesting payment terms of 150 days for all the agencies participating in the global media review. The beauty brands in the agreement had sales of US$5.9 million in fiscal year 2013-2014.


Portada Staff

Write A Comment

Get our e-letters packed with news and intelligence!