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.
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::: Mars-Mediacom ::: Johnnie Walker- Anomaly ::: Heineken, Sol and Amstel – Tribal and DDB ::: Avenida.com – Carlos y Darío ::: Laboratorios Argentia – Mídios :::
Mars has appointed WPP’s MediaCom as its global media planning agency of record after a pitch. MediaCom will take control of the account in 2015.So far, much of the business has been handled by Publicis Group’s Starcom, which will continue to handle media buying for Mars.Mars Incorporated owns the Snickers, Galaxy, M&M’s and Maltesers brands.The win comes shortly after MediaCom has won Coca-Cola’s US $100m Mexico account and Procter & Gamble’s LatAm and Caribbean digital business from Starcom.
- Johnnie Walker
Johnnie Walker has selected Anomaly as its new global agency of record following a pitch. Anomaly beat Ogilvy, Wieden & Kennedy, BBDO and incumbent BBH for the creative business. The Diageo-owned whisky brand had been with BBH for the last 15 years, and the agency was behind Johnnie Walker’s iconic “Keep Walking” campaign. Talk of a review began earlier this year when Anomaly released “A Gentlemen’s Wager,” a branded film promoting Johnnie Walker Blue Label featuring actors Jude Law and Giancarlo Giannini. Diageo spent US $380 million in measured media in 2013, an increase of 24.6% over the previous year, according to Ad Age’s DataCenter.
- Heineken, Sol and Amstel / Argentina
The team formed by agencies Tribal and DDB has won the Heineken, Amstel Sol and Amstel accounts in a pitch organized by Grupo Consultores. Tribal will focus on digital and DDB on other duties.
- Avenida.com – Argentina
Agency Carlos and Dario has added e-commerce site Avenida.com to its clients portfolio.The agency will work to position Avenida.com as the leading brand in electronic commerce.
- Laboratorios Argentia – Argentina
- Enterprise Holdings
Car rental Enterprise Holdings that operates the Enterprise, National and Alamo brands has selected Dentsu Aegis Network’s Isobar to be its digital agency. 360i, another Dentsu agency, will continue to work in the social and performance media areas.