WEDNESDAY 17
● SPAIN. This Is Libre signs a strategic association agreement with the Nordic communication group NoA (The North Alliance), a network of agencies that owns Åkestam Holst, &Co and North Kingdom. This is Libre, an independent Spanish agency created in September 2022 by Mónica Moro, Félix Vicente, Raquel Martínez and Lotta Malm, and NoA (The North Alliance), the leading network of creativity and technology agencies in the Nordic countries, join forces in a strategic alliance. For NoA, the collaboration helps to expand its strategic presence outside of Northern Europe: Mikael Jørgensen, CEO of NoA, stated: “We have admired the creative work of This is Libre since they founded the agency last autumn. His creative level is extraordinary and he has a great affinity with our creative vision in the Group. In addition, the collaboration with This is Libre is a great opportunity for NoA, a network of agencies founded in the Nordic countries, to cross borders, both in terms of new potential clients and as a source of inspiration”.
● CHILE. A group of four digital marketing agencies from Chile met at Social Media Day 2023, organized by Rompecabeza, in which professionals from different fields characterized the evolution of the explosive popularity of these platforms. The event brought together more than 160 professionals linked to digital marketing around four talks led by the digital marketing agencies Rompecabeza, Raya, MEAT and Moov, whose representatives spoke about the guidelines that are setting the industry and the trends in terms of artificial intelligence, content marketing and social networks like TikTok.
● IBEROAMERICA. El Sol, the Ibero-American Festival of Advertising Communication, achieves success in its 37th edition, increasing registrations by 19%. The registration of parts in Spain grew by 18% and those in Latam by more than 23%. All countries increase their participation and so far, Argentina is the Latin American country with the most entries in El Sol, followed by Peru, the United States, Colombia, Mexico, Costa Rica, Chile, Guatemala, Bolivia, Ecuador and Panama. The section with the highest demand and growth is Film, followed by Production. Transformative Creativity, Exterior, Audio and Best International Idea also grew by more than 60% in this 37th edition of the festival. The festival will take place on June 8 and 9.
● SPAIN. Ernest hired Lara Martínez as brand director, who will bring all his experience in the banking category, in which he has worked at both Shackleton and Dimensión, for ABANCA and Laboral Kutxa. Martínez has a degree in Advertising and Public Relations from the University of the Basque Country (UPV). She began her career in 2007 at Shackleton working for brands such as Midas, Prisa Radio, Action Against Hunger, Caser Seguros, Reale Seguros and ABANCA, in which she participated in some of the entity’s most iconic campaigns. In 2017 she moved to Dimensión in San Sebastián, where she took over the accounts of Eroski, Kaiku (brand identity and launch of Kaiku Begetal) and Laboral Kutxa, having worked for the latter for more than 5 years, as director of brand.
TUESDAY 16
● ARGENTINA. Fogdog, the company specialized in innovation and strategy that is part of the Untold ecosystem, appointed Juan Ignacio Serenellini as partner of the agency in Argentina. The professional has been working steadily for the growth of the company in the country for more than four years, also contributing to the expansion in the region and the objective of consolidating itself more and more as a hub of innovation. Additionally, during this time, he worked for clients such as AB Inbev, Unilever, Colgate, and Havaianas, among others. He has more than 15 years of experience in the industry and has extensive experience in research, developing marketing, innovation and branding strategies. In this regard, he commented: “I am very happy and excited about this new challenge. Being a member of Fogdog is being a partner in a dream that all of us at Untold share, to do something unique, to do the best work of our lives. Personally, it is being part of creating, for the last five years, the best strategy and innovation agency in the world”.
● UNITED STATES. Cross-cultural agency Beautiful Beast will be helping to launch Green Acres Nursery & Supply in Texas while continuing to grow the brand on the West Coast through a digital marketing campaign. The agency will collaborate on the communication strategy and its implementation for this important project. Tami Kint, Marketing Director for Green Acres Nursery & Supply, said: “Green Acres is an independent nursery brand. We opened our doors with our first location in 2003 in the Sacramento area, since then we have expanded our efforts with seven locations and are now very excited to come to Texas to continue our growth. We’ve already rolled up our sleeves, we’re working with the agency and we’re happy with the results we’re seeing.”
● ARGENTINA. Within the framework of the global alliance between Kantar IBOPE Media and Retargetly, a new digital services unit focused on programmatic advertising is presented in the Argentine market: Audience Activation. As of May 2023, advertisers, agencies and media have TGI information on the Retargetly platform for their programmatic advertising campaigns. Audience Activation provides information on demographic and behavioral targets, based on lifestyles, attitudes, brand preferences and purchasing behaviors that allow reaching qualified audiences. Additionally, ad hoc targets can be created both for the media and for the product and service categories present in TGI Argentina.
● SPAIN. Publicis Groupe Spain brought together more than 200 people in the presentation of its new project Trend or Hype. The event took place at the Francisco Giner de los Ríos Foundation, in Madrid, and was attended by Rishad Tobaccowala as keynote speaker, considered by Time and Business Week magazines as one of the leaders of strategic thought and a great professional in the world of marketing. The presentation was also attended by a large number of international experts from different sectors, clients and partners of the group, who were able to enjoy interventions by directors of Publicis Groupe and a panel of experts in which the social phenomena analyzed in the project were debated. Trend or Hype is a project created from the department of One Strategy of Publicis Groupe to respond to one of the main challenges of the advertising industry: elucidate, among the huge number of published trends, which are really relevant in society and deserve to be taken into account when making strategic decisions.
● ARGENTINA. Edelman has appointed Paola Podestá as general manager of its operations in Argentina. Podestá, with more than two decades of communications experience, joins Edelman to lead the team in the Buenos Aires office, strengthening the agency’s Latin America regional leadership team. Matías Coudeu, former general manager for Edelman in Argentina, recently left the firm to pursue new professional opportunities.
MONDAY 15
●COLOMBIA. Juliana Giraldo Neira was named business development VP of Wunderman Thompson Colombia. The professional is already exercising her new role and will have the responsibility of continuing to develop the growth and sustainability that the agency has shown in recent years. Giraldo has a degree in marketing and advertising from the Catholic University of Manizales and has been part of WPP for 17 years. She first developed BTL experiences at Glue, then led communication strategies at JWT and in recent years, since +WT, she has formed and guided multidisciplinary teams in the development and implementation of strategies. end to end. He has managed regional clients such as Abbott, Shell, GSK, British American Tobacco and locally Bayer, Coca-Cola, Edgwell, Juan Valdez, Colmena, Alpina and Unilever, among others.
● ARGENTINA. Hoy by Havas announced the appointment of Sofía Pereyra as General Director of Accounts. In his new role, his main objective is to continue building the relationship with customers by giving value to the service, which is why he will be in charge of accounts such as Stellantis (Citroën and DS), HBO Max, Galeno, Flybondi, Fundación Vivienda Digna , Reckitt Benckiser, Buquebus, UNFPA, among others. Pereyra is 34 years old, and has more than ten years of experience in various positions in national and regional agencies. She has a degree in Advertising from the University of Belgrano, she began her career at Quintana Comunicación. Later, Ogilvy Action joined and at Geometry Global she became account manager for both local and regional clients such as BAT, SCJ Johnson, Coca Cola, Danone, Netflix, Tarjeta Naranja, Banco Industrial, Santander Río, Volkswagen Camiones Argentina, Osde and Shell. In 2021 she started working at Voltage Buenos Aires for Volkswagen Argentina.
● ARGENTINA. Dentsu Argentina, together with Fundación Plantarse, made a new edition of One Day for Change. Thanks to the commitment of the team, Dentsu offset the carbon emissions generated by all its employees. Within the framework of International Earth Day (April 22), more than 140 talents from Dentsu Argentina met in the Costanera Norte Ecological Reserve to participate in One Day for Change, the Dentsu group’s global volunteer event where employees come together as a force for good. This year’s theme was caring for the environment and promoting a circular economy.
● LATAM. Band of Insiders presents its new three head country from Argentina, Colombia and Panama, who will strategically contribute to the growth of the agency in Latin America. At the end of last year, Band of Insiders, an independent Mexican agency specializing in amplification, announced its expansion plan in Latin America, with the aim of having a presence in new markets and establishing strategic relationships. They are Jorgelina Peciña in Argentina, Alejandra Colín Olloquiegui, in Panama, and Rafael Gutiérrez Torres in Colombia.
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