6 - chile

THE MEDIA AGENCY INDUSTRY: RECMA PITCHES & MOVES REPORT – OCTOBER 2006
6 - CHILE
Grades
Distribution
of the
Grades
9 Agencies
A+
A
1
B+
B
1
C
3
WPP
PUBLICIS
GroupM
GROUPE MEDIA
OMNICOM
MEDIA GROUP
OPera
AEGIS
INTERPUBLIC
MEDIA
Magna Global
Other
networks
LOCAL
media agencies
MPG
HAVAS MEDIA
1
Starcom MediaVest
MindShare
3
Optimedia
OMD
MediaCom
Universal McCann
Initiative
Mediaedge:cia
For details on the evaluation of the media agencies competitiveness in pitches and reviews through an analysis of the new business wins and departures over a 20-month time period, please
refer to the following analytical tables.
C: Low competitiveness. Clear deficit between accounts won and lost – B: Average. Balance between the wins & the departures - B+: Satisfactory. On balance, wins slightly outweigh departures or no major departures or new high
profile clients – A: Good. One major win at least with few or no major departures - A+: Excellent. The agency has won several high-profile accounts with few or no major departures.
COMMENTS: RECMA evaluated nine Chilean media agencies part of the international
The three GroupM brands have experienced modest new business wins results: B+
networks. The best grades were given to Havas Media representative, MPG (A+) and
for MindShare and C for MediaCom and Mediaedge:cia. On the other, the grade B
Publicis agency, Starcom MediaVest. Six agencies out of nine are graded with average to
was given to second Publicis agency, Optimedia; OMD and Universal McCann who
negative grades.
has achieved better performances than its sibling agency, Initiative, graded C.
6 CHILE
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RECMA Report w36 •www.recma.com •olivier@recma.com •eudes@recma.com
THE MEDIA AGENCY INDUSTRY: RECMA PITCHES & MOVES – OCTOBER 2006
INITIATIVE
(Interpublic Media)
Carlos Ibañez
(CEO)
(part of the top 200 advertisers +
Network / International clients)
AUTOMOTIVE / ENERGY
KIA (Initiative buys directly)
DEPARTURES
2005
Cencosud Holding (Jumbo
PHARMA / COSMETICS
Hipermercado $10m;
Bayer / Roche; Droguería Hofmann; Supermercados Santa Isabel
Farmacia Ahumada; Kimberly
>$5m; Las Brisas >$1m;
Clark; Laboratorio Petrizzio;
Montecarlo; Tops; Tarjeta Jumbo
Labomed; GNC Productos; SC
Más; Malls Alto los Condes,
Johnson
Portal la Dehesa, Florida Center,
Portal La Reina, Portal Rancagua,
BANK / FINANCE / INSURANCE
Portal Viña; Aventura center;
Seguros Cruz del Sur, Banco Nova
Easy/ Ditys >$1m) >d$100m to
PACKAGE GOODS / FMCG
MPG (Nov)
Grupo Carozzi (Ambrosoli, Carozzi);
Almacenes París (tienda por
Costa; Mc Cain; Sociedad de
departamentos, Banco París,
Productores de Leche; Bresler;
Seguros París, Tarjeta París,
Unilever
Viajes París, Auto París) >$35m
TELECOM / IT / COMPUTER /
to MPG / OMD (Nov)
ELECTRONICS
Telefónica del Sur
2006
RETAIL / RESTAURANTS
La Polar
LEISURE / SPORTS / TOYS
Smoby (toys), Fun Max Toys
OTHERS (Tobacco, Fashion, Luxury,
Estate Agents, Business services, etc.)
Abastible, Boden; Marca,Bresler;
Copec, Habitaria; Mobil; U. Adolfo
Ibáñez; U. de las Américas; MBA
Tour, Los Heroes, De Remate,
Mitjans, Viña Valdivieso
Constructora Aconcagua to
MPG
Danone $1m to Mediaedge:cia
JUSTIFICATION OF THE GRADE
GRADE
WINS
2005
Cencosud Holding (Jumbo
Supermarkets >$10m;Malls Alto
los Condes, Portal la Dehesa;
Aventura center; Easy/ Ditys
>$1m from Mediaedge:cia (Jan)
Empresas Almacenes Paris
(Almacenes, Bank, Travel,
Creditcard) >$25m from Media
Direction / OMD (May )
Embratur from in-house
In November 2005, the agency has lost its key
local retail clients Cencosud and Almacenes
Paris after winning the accounts a few
months earlier. Moreover, it has lost Danone
to Mediaedge:cia in 2006.
No significant wins reported in 2006, except
the local financial mid-sized advertiser, Banco
Nova from OMD.
KIA from OMD
La Polar >$1m from MPG (Dec)
2006
Banco Nova >$1m from Media
Direction / OMD (April)
Los Heroes from Mediaedge:cia
(April)
Mitjans y Viña Valdivieso from
in-house (Aug)
Major Win 2004
MBA Tour from in-house (June)
(not part of the assessment)
De Remate from in-house (Sept)
Participation to
major PITCHES since Jan.05
(not won)
Supermercados Santa Isabel
>$5m
Las Brisas
Montecarlo
FASA (farmacias ahumadas)
>$5m
Telefónica del Sur
North Face
Polo
Lab. Roche
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C
ENTERTAINMENT / MEDIA /
PUBLISHING
Andes Films; Embratur; United
International Pictures; Samsung;
Cencosud Holding (Aventura Center,
Viajes París)
6 CHILE
JANUARY 2005 – JULY 2006 (>$1m)
Account moves (TRADITIONAL MEDIA only) reported at the date
of their announcement
INITIATIVE
Initiative FCB
KEY CLIENTS
THE MEDIA AGENCY INDUSTRY: RECMA PITCHES & MOVES – OCTOBER 2006
MEDIACOM
(WWP / Group M)
KEY CLIENTS
(part of the top 200 advertisers +
Network / International clients)
AUTOMOTIVE / ENERGY
Maria E. Bulnes del V.
(Media Director)
Alfa Romeo; Shell
PHARMA / COSMETICS
GSK (Aquafresh, Sensodyne,
Corega,Etiquet, Panadol)
DEPARTURES
2005
U. B. O’Higgins
Victorinox to in-house
Via Uno to in-house
Novartis to Mediaedge:cia
INACAP >$5m to OMD (Oct)
PACKAGE GOODS / FMCG
Chile Tabacos (Kent, Belmont and
Lucky Strike); Gerber; Pesquera
San Jose
TELECOM / IT / COMPUTER /
ELECTRONICS
RETAIL / RESTAURANTS
Economax
HOME / ELECTRIC APPLIANCES
LEISURE / SPORTS / TOYS
ENTERTAINMENT / MEDIA /
PUBLISHING
2006
Hasbro >$10m to MPG (Sept)
Parque Arauco >$5m to
MindShare
Major Win 2004
(not part of the assessment)
Economax
UHU / Pilot: Puerto Gráfico
Correos de Chile: Puerto
Gráfico
Clínica Reñaca
JUSTIFICATION OF THE GRADE
GRADE
WINS
2005
U. del Norte from OMD
Sendero de Chile: new Project
Sakura no incumbent
Consejo de Defensa del Estado
de Chile new Project
Shell >$1m from Mindshare
2006
Dirección General Movilización
Nacional (Servicio Militar) new
Project
Elicina new project
New Balance new project
RC Cola new project
Over the past 18 months, the agency has lost a
couple of key domestic clients, including
INACAP , Parque Arauco, and Novartis and
Hasbro because of international alignment.
Apart from some minor wins (including
several projects), the agency has not won any
new key accounts.
Participation to
major PITCHES since Jan.05
(not won)
Chilectra won by OMD
Mall Plaza Quilín
Colmena Golden Cross
MEDIACOM
BANK / FINANCE / INSURANCE
JANUARY 2005 – JULY 2006 (>$1m)
Account moves (TRADITIONAL MEDIA only) reported at the date
of their announcement
TRANSPORT / TOURISM / HOTELS
Dirección General Movilización
Nacional; Universidad Católica del
Norte; Fundación Niño y Patria;
UHU – Pilot; UNICEF; Elicina;
RC Cola
6 CHILE
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C
OTHERS (Tobacco, Fashion, Luxury,
Estate Agents, Business services, etc.)
THE MEDIA AGENCY INDUSTRY: RECMA PITCHES & MOVES – OCTOBER 2006
MEDIAEDGE:
CIA
(WWP / Group M)
KEY CLIENTS
(part of the top 200 advertisers +
Network / International clients)
AUTOMOTIVE / ENERGY
Martín Osorio
(Manager)
Chevron Texaco; Land Rover
JANUARY 2005 – JULY 2006 (>$1m)
Account moves (TRADITIONAL MEDIA only) reported at the date
of their announcement
DEPARTURES
2005
RETAIL / RESTAURANTS
Johnson's
Major Win 2004
(not part of the assessment)
HOME / ELECTRIC APPLIANCES
Arcor
Lucchetti >$5m
LEISURE / SPORTS / TOYS
LG Electronic >$1m
ENTERTAINMENT / MEDIA /
Ariztia
PUBLISHING
Banco Central
TRANSPORT / TOURISM / HOTELS Cencorp
Pura Carne
OTHERS (Tobacco, Fashion, Luxury,
WINS
2005
Champ new in the market
Iberoamerican
Inmb. Bellet from Togecil y
asociados
Viña Cousiño Macul from WZ
Wasil from Farad Stuardo Media
Novartis from MediaCom
Land Rover
Dell
In 2005, Mediaegde:cia lost parts of Cencosud
(Jumbo, Malls Alto, Easy Ditys), in addition to
the departure of top telecom client, Smartcom
and automotive account, Mazda.
On the other hand, no major new business
wins were reported during the last 18 months,
apart from international accounts won by the
network including Novartis and Danone (new
advertiser in Chile).
2006
Asoc Fondos Mutuos $1m
Wassil $1m
AM Corp $1m new client
Danone $1m from Initiative
Good year $1m from Universal
McCann
CRC Radio $1m new client
Cia Fosforos $0,5m new Client
Royal & Sun Aliance $1m new
Client
Participation to
major PITCHES since Jan.05
(not won)
Agroindustrias Wasil; Pontifica
Uni. Catolica de Chile (partly)
Fundacion Teleton
Nova Gas Transport de Chile
Forus (partly)
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C
Estate Agents, Business services, etc.)
6 CHILE
GRADE
MEDIAEDGE:CIA
Becker – Baltica >$1m
PHARMA / COSMETICS
Metropolis >$1m (N.A. company
Andromaco; Mennen; Novartis
merged with VTR)
Cencosud Holding (Jumbo
BANK / FINANCE / INSURANCE
Banco de Chile; Adm. Banchile de Supermarkets >$10m ; Malls Alto
los Condes, Portal la Dehesa ;
Fondos Mutuos ; Banco Credit
Aventura center ; Easy / Ditys
Chile
>$1m ) to Initiative (Jan)
PACKAGE GOODS / FMCG
Mazda >$1m to OMD
Arrocera Tucapel Saic; Colgate –
Smartcom >$10m to MPG
Palmolive; Colun; Dos en Uno
(partly); Arcor; Sadia Congelados
(hamburgers, margarina Qualy);
2006
Coop. Lechera Union; Nutripro;
Los Heroes to Initiative (April)
Viña Santa Rita
Ripley <$1m to Universal
TELECOM / IT / COMPUTER /
McCann
ELECTRONICS
Iberoamerican $0,5m to OMD
Dell; LG Electronics
JUSTIFICATION OF THE GRADE
THE MEDIA AGENCY INDUSTRY: RECMA PITCHES & MOVES – OCTOBER 2006
MINDSHARE
(WWP / Group M)
Carlos Martínez V.
(General Manager)
KEY CLIENTS
(part of the top 200 advertisers +
Network / International clients)
AUTOMOTIVE / ENERGY
Ford; Michelin
PHARMA / COSMETICS
Lab. Chile, Lab. Davis; Pfizer;
Revlon
BANK / FINANCE / INSURANCE
Euroamerica
MINDSHARE
TOTAL MEDIA
PACKAGE GOODS / FMCG
Nestle (except Cereals); Cadbury;
Ferrero; Kellogg; Gillette, Chile
Tabacos (Viceroy, Derby, AU);
Cervezeria Chile; Cafe Cruzeiro
Molineras San Cristóbal
TELECOM / IT / COMPUTER /
ELECTRONICS
IBM; Kodak; Motorola, VTR; SAP
RETAIL / RESTAURANTS
D&S, Hites; Rosen, Doggis
DIN-ABC; Calzados Guante
HOME / ELECTRIC APPLIANCES
LEISURE / SPORTS / TOYS
Mattel
DEPARTURES
2005
2005
Hites >$5m from Leche Media
ABC >$5m from Lowe.
Cervezeria Chile >$1m from
Mediaedge:cia
Purina Petcare (Nestlé) from
Universal McCann.
Aerolineas del Sur from in-house
Clinica las Condes
Major Win 2004
(not part of the assessment)
Ballerina
APEC
Nestle >$35m
Radio Cooperativa
Red Television >$1m
Michelin
A couple of departures in 2005, but no major
losses.
On the other hand, the agency has grabbed a
couple of new accounts, including key local
clients Hites, ABC and Parque Arauco.
2006
Parque Arauco >$5m from
MediaCom
Participation to
major PITCHES since Jan.05
(not won)
Telefonica / Movistar retained by Universal McCann
Warner Bros won by MPG
TRANSPORT / TOURISM / HOTELS
Aerolineas del Sur
OTHERS (Tobacco, Fashion, Luxury,
Estate Agents, Business services, etc.)
Servicio de Seguridad Social; Metro;
APEC; Sancela; Shell; Clinica Los
Conde; Tricot, Sportex (Everlast)
BP Castrol, Tronwell, Lipigas, Levis,
Enaco, Clinica Santa Maria, MTS,
Universidad VPR
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B+
ENTERTAINMENT / MEDIA /
PUBLISHING
20th Century Fox; Red TV; Radio
Cooperativa; Feria del Disco,
Samsung (brand)
6 CHILE
GRADE
WINS
Chilectra >$1m to OMD
Belcorp tratamiento (facial &
cosméticos) to Starcom and
ZenithOptimedia
Bata (Total Media) to MPG
Brother Internacional (Total
Media) to OMD
Rotter&Krauss (Total Media) to
OMD
Ingesa (Total Media) to MPG
2006
JUSTIFICATION OF THE GRADE
MINDSHARE
Two brands:
JANUARY 2005 – JULY 2006 (>$1m)
Account moves (TRADITIONAL MEDIA only) reported at the date
of their announcement
THE MEDIA AGENCY INDUSTRY: RECMA PITCHES & MOVES – OCTOBER 2006
MPG
(Havas)
Esteban Calvo
(Managing Director)
(part of the top 200 advertisers +
Network / International clients)
JANUARY 2005 – JULY 2006 (>$1m)
Account moves (TRADITIONAL MEDIA only) reported at the date of their
announcement
DEPARTURES
2005
AUTOMOTIVE / ENERGY
Peugeot / Citröen; Hyundai (A. G.) only Intel to Universal McCann
local; Volkswagen
JUSTIFICATION OF THE GRADE
GRADE
WINS
2005
Since January 2005, MPG has not
lost any top clients, while it has won
an impressive list of new businesses
including several key clients:
Cencosud Holding (all the companies
under Cencosud), Almacenes Paris,
Volkswagen (Maco), Hasbro,
Smartcom and TIM. In addition,
MPG has retained key clients, BBVA
and Grupo Santander.
Generally, MPG has enriched its
client portfolio in high-profile product
categories.
major PITCHES since
Jan.05 (not won)
Participation to
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A+
Akapol start advertising after a couple of
years of inactivity.
La Polar >$1m to Initiative (Dec)
Sherwin Williams
PHARMA / COSMETICS
TIM (Vibra Movil Telefonia) $4.5m new
Reckitt Benckiser; Lab Saval; Coty;
Canal 13 >$1m from Starcom
2006
Kenzo; Puig; LVMH
U. Alberto Hurtado from VMontt
U. Mayor from Domus
BANK / FINANCE / INSURANCE
Ingesa from Total Media (Mindshare)
Banco Santander Santiago
No No! from Comunicar
Banco Santander Banefe; BBVA (+
Cencosud Holding (Jumbo Hipermercado
Provida AFP); Bansander AFP; AFP
>$10m;Supermercados Santa Isabel >$5m;
Cuprum; Banco Penta (Banco, Vida,
Las Brisas >$1m; Montecarlo; ; Tops; Tarjeta
Security, Hipotecario, Inmobiliaria)
Jumbo Más; Malls Alto los Condes, Portal la
Dehesa, Florida Center, Portal La Reina,
PACKAGE GOODS / FMCG
Portal Rancagua, Portal Viña; Aventura
Masterfoods; Viña Concha y Toro;
center; Easy/ Ditys >$1m) >$100m from
Red Bull; Parmalat; Yoplait; Quillayes;
Initiative (Nov)
Sherwin Williams; Cerveza Corona
Omesa S.A./ Isapre Vida Tres S.A. from
Larraín & Asociates.
TELECOM / IT / COMPUTER /
Help from Larraín & Asociates.
ELECTRONICS
Telmex; ; Claro (ex-Smartcom); LG
Puig from in-house
Electronics; TIM w.e.;Bci.cl, T-banc.cl;
CIRSA new in the market
almacenesparis.cl; bancochile.cl
Unidad Coronaria Móvil from Comunicar
Smartcom >$10m from Mediaedge:cia
Major Win 2004
RETAIL / RESTAURANTS
Citröen >$1m from OMD
(not
part
of
the
assessment)
Almacenes París; Cencosud Holding;
retained BBVA and Group Santander
Group
Penta
(vida,
security,
Bata; Zara; Lacoste; Mall Sport
hipotecario)
2006
HOME / ELECTRIC APPLIANCES
AFP Cuprum / Empresas
Volkswagen (Maco) >$1m from Mackenna y
No No!
Banmédica / Isapre Banmédica
Armstrong
Bata
Mall Sport from OMG
LEISURE / SPORTS / TOYS
Direct TV
Constructora Aconcagua from Initiative
Hasbro
Socovesa
La Segunda (part of El Mercurio) from Alco
Warner Bros. >$1m
Marie Claire from OMG (Feb)
ENTERTAINMENT / MEDIA /
retained Viña Concha y Toro
PUBLISHING
Power/ Catecu from OMG (Aug)
Red Bull / Quillayes
Canal 13; Direct TV; Warner Bros.; La Viña Morandé
Almacenes París (tienda por departamentos,
Segunda
Banco París, Seguros París, Tarjeta París,
Parmalat
Viajes París, Auto París) >$35m from
Manasa / Carmeister
TRANSPORT / TOURISM / HOTELS
Initiative (July)
Hyundai (A. G.)
Air France; Transantiago
I. Prof. Providencia
LG/ Coelsa >$1m from in-house (July)
Banefe
Hasbro >$10m from Mediacom (Sept)
OTHERS (Tobacco, Fashion, Luxury,
Masterfoods >$5m
Lacoste from in-house (Jan)
Estate Agents, Business services, etc.)
Telmex >$1m
Cerveza Corona/ Desa new in the market
YPF; Socovesa; U.del Desarrollo; U.
retained Peugeot >$1m after a pitch
Gestión Inmobiliaria/ Banca Propiedades
Mayor; U. Alberto Hurtado
retained Air France after pitch
from MTM
Transantiago new in the market
MPG
6 CHILE
KEY CLIENTS
THE MEDIA AGENCY INDUSTRY: RECMA PITCHES & MOVES – OCTOBER 2006
OMD
(Omnicom Media Group)
KEY CLIENTS
(part of the top 200 advertisers +
Network / International clients)
AUTOMOTIVE / ENERGY
Jorge Maldonado
(General Manager)
Derco Auto; Mazda; Mitsubishi /
Suzuki / BMW
PHARMA / COSMETICS
Beiersdorf; Clorox; Lab Maver;
SYB Farmaceutica
BANK / FINANCE / INSURANCE
Banco del Estado
PACKAGE GOODS / FMCG
Agrosuper; Ecusa (beverages);
CCU (beer); Watts Alimentos;
JANUARY 2005 – JULY 2006 (>$1m)
Account moves (TRADITIONAL MEDIA only) reported at the date
of their announcement
DEPARTURES
2005
U. del Norte to MediaCom (Feb)
Citroën >$1m to MPG (March)
Empresas Almacenes Paris
(Almacenes, Bank, Travel,
Creditcard) >$35m to Initiative
(May - Oct)
Banco Internacional (Nov)
KIA to Initiative
2006
WINS
2005
Brother Internacional from Total
Media / MindShare (March)
Wrigley (June)
Ballerina (Oct)
Almacenes Paris (Almacenes,
Bank, Travel, Creditcard) >$35m
(November)
Calaf
Chilectra >$1m from MindShare
Endesa
Cooperativa Pisco Control from
various agencies
Packard Bell from in-house
INACAP >$5m from MediaCom
(Oct)
Since January 2005, the agency has lost
several accounts, including Citroen,
Almacenes Paris (won back the account in
Nov 05 until July 2006), and several other
small and mid-sized accounts (of which Banco
Nova).
On the other hand, the agency has won some
local and international clients
includingWrigley and INACAP, but any
major domestic clients, compensating the
heavy departure of Almacenes Paris.
2006
B
Buble Gummers (Feb)
Thermos (Feb)
Calzado Guante (May)
Parque del Sendero (June)
Sancela (July)
TRANSPORT / TOURISM / HOTELS Power/ Catecu to MPG (Aug)
Lan Chile
OTHERS (Tobacco, Fashion, Luxury,
Estate Agents, Business services, etc.)
CMPC (wood manufacturing);
Evercrisp; Key Company; Hogar
de Cristo; Pisconor; Pinturas
Ceresita; Tetrapak; Tricolor;
Agrosuper >$1m
6 CHILE
Isapre Colmena
Mazda >$1m
Major Win 2004
(not part of the assessment)
Jesmar
Azocar y Luco >$1m
Marcas y Conceptos
Lenis y Lovato
WZ
GRADE
OMD
Asociacion AFP >$1m (Jan)
Banco Nova >$1m to Initiative
Nokia; Packard Bell; Philips; Sony (April)
Banco Conosur >$1m (May)
RETAIL / RESTAURANTS
WZ Publicidad (May)
Cambiaso Hnos; McDonald’s
Garden House (June)
HOME / ELECTRIC APPLIANCES
Fast Deli (June)
LEISURE / SPORTS / TOYS
Almacenes Paris (Almacenes,
Bank, Travel, Creditcard) >$35m
ENTERTAINMENT / MEDIA /
(July) to MPG
PUBLISHING
Mall Sport to MPG
Televisión Nacional de Chile
(TVN); El Mercurio
Marie Claire to MPG (Feb)
TELECOM / IT / COMPUTER /
ELECTRONICS
JUSTIFICATION OF THE GRADE
Participation to
major PITCHES since Jan.05
(not won)
Peugeot retained by MPG
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THE MEDIA AGENCY INDUSTRY: RECMA PITCHES & MOVES – OCTOBER 2006
OPTIMEDIA
(Publicis Groupe Media)
KEY CLIENTS
(part of the top 200 advertisers +
Network / International clients)
AUTOMOTIVE / ENERGY
(General Manager)
DEPARTURES
2005
PHARMA / COSMETICS
BANK / FINANCE / INSURANCE
PACKAGE GOODS / FMCG
2006
TELECOM / IT / COMPUTER /
ELECTRONICS
JUSTIFICATION OF THE GRADE
WINS
2005
Flex (colchones españoles) from
Lowe Porta Partners
Belcorp tratamiento (facial &
cosméticos) (partly) from
Mindshare
No departures reported, and a few new
business wins, of which Belcorp (partly).
2006
Hewlett Packard
RETAIL / RESTAURANTS
Flex (colchones españoles)
HOME / ELECTRIC APPLIANCES
LEISURE / SPORTS / TOYS
ENTERTAINMENT / MEDIA /
PUBLISHING
Major Win 2004
Participation to
(not part of the assessment)
major PITCHES since Jan.05
(not won)
Bridgestone-Firestone
TRANSPORT / TOURISM / HOTELS
CONSALUD
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B
OTHERS (Tobacco, Fashion, Luxury,
Estate Agents, Business services, etc.)
6 CHILE
GRADE
OPTIMEDIA
Claudia Miranda
Bridgestone-Firestone
JANUARY 2005 – JULY 2006 (>$1m)
Account moves (TRADITIONAL MEDIA only) reported at the date
of their announcement
THE MEDIA AGENCY INDUSTRY: RECMA PITCHES & MOVES – OCTOBER 2006
STARCOM
MEDIAVEST
(Publicis Groupe Media)
Elizabeth Cabello
(part of the top 200 advertisers +
Network / International clients)
AUTOMOTIVE / ENERGY
Fiat; ITALA; Sang Yong
PHARMA / COSMETICS
Avon; Belcorp; Ind Quimica y
Cosmeticos (Wella / P&G)
BANK / FINANCE / INSURANCE
Banco Falabella; Scotiabank;
ING; Seguros Falabella; Visa
JANUARY 2005 – JULY 2006 (>$1m)
Account moves (TRADITIONAL MEDIA only) reported at the date
of their announcement
DEPARTURES
2005
Canal 13 >$1m to MPG
U. Diego Portales from TWB
Media
2006
PACKAGE GOODS / FMCG
Corpora Tres Montes; Procter &
Gamble; Kraft
TELECOM / IT / COMPUTER /
ELECTRONICS
Entel / Entel PCS
Telecomunicaciones
RETAIL / RESTAURANTS
Falabella
HOME / ELECTRIC APPLIANCES
LEISURE / SPORTS / TOYS
ENTERTAINMENT / MEDIA /
PUBLISHING
Major Win 2004
(not part of the assessment)
Gacel
Kraft
JUSTIFICATION OF THE GRADE
GRADE
WINS
2005
Sodimac >$10m from Universal
McCann
Belcorp tratamiento (facial &
cosméticos) (partly) from
Mindshare
Colombina
Entel PCS
Delta Airlines
Disney
Phillip Morris
Puma
Italmod
Sun Microsystem
Aguas Araucanía
2006
Gillette (P&G) >$10m from
MindShare
Diageo Chile (United Distiller)
>$2m from Universal McCann
FOX
Since January 2005, the agency has not lost
any key clients.
On the other hand, it has scored a couple of
mid-sized wins, in addition the win of key
local client, Sodimac and Gillette (after the
acquisition by P&G).
Participation to
major PITCHES since Jan.05
(not won)
Telefonica / Movistar retained by Universal McCann
Disney; Somela
TRANSPORT / TOURISM / HOTELS
Delta Airlines
OTHERS (Tobacco, Fashion, Luxury,
Estate Agents, Business services, etc.)
Colombina; Sodimac; Philip
Morris
STARCOM MEDIAVEST
(Managing Director)
KEY CLIENTS
A
6 CHILE
Copyright © 2006 Recma | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission
RECMA Report w36 •www.recma.com •francisco@recma.com •olivier@recma.com •eudes@recma.com
THE MEDIA AGENCY INDUSTRY: RECMA PITCHES & MOVES – OCTOBER 2006
UNIVERSAL
McCANN
(Interpublic Media)
KEY CLIENTS
(part of the top 200 advertisers +
Network / International clients)
JANUARY 2005 – JULY 2006 (>$1m)
Account moves (TRADITIONAL MEDIA only) reported at the date
of their announcement
DEPARTURES
2005
AUTOMOTIVE / ENERGY
General Motors
PHARMA / COSMETICS
Lab Wyeth
BANK / FINANCE / INSURANCE
BCI ; Chiilena Consolidada
Seguros; GMAC; Mastercard
PACKAGE GOODS / FMCG
Coca-Cola; Ideal; Minute Maid;
Watts Alimentos (partly – handled
by Lowe Universal)
2006
Good Year >$1m
Diageo Chile (United Distiller)
>$2m to Starcom
WINS
2005
Constructora Santa Maria
Chilena Consolidada Seguros
The English Fashion
Intel from MPG
retained after a pitch Telefonica /
Movistar >$40m
retained Publiguias >$1m
Since January 2005, the agency has lost a
local key client Sodimac and the international
clients Purina (Nestlé), Good Year, Diageo.
Universal McCann’s losses are offset by a
couple of local new accounts, including
Ripley, and the retention of key telecom client
Telefonica / Movistar.
2006
Consecionaria Autopista
Central.
Papeles Industriales Colmena
Golden Cross
Asociación de Isappres.
Ripley >$5m from Mediaedge:cia
TELECOM / IT / COMPUTER /
ELECTRONICS
Telefonica / Movistar; Publiguias;
Terra; Microsoft; Xerox
RETAIL / RESTAURANTS
Blockbuster; GMO; Novovision;
Multiopticas
HOME / ELECTRIC APPLIANCES
RCL-Samsung
LEISURE / SPORTS / TOYS
ENTERTAINMENT / MEDIA /
PUBLISHING
CHVILEVISION TV
Major Win 2004
Participation to
(not part of the assessment)
Ministerio de Justicia
Capel from Starcom
major PITCHES since Jan.05
(not won)
Agrosuper won by OMD
Transantiago
Novovision
TRANSPORT / TOURISM / HOTELS Econopticas (F/V)
TRANSANTIAGO
Capel; CEPECH; Constructora
Santa Maria; Facultad CC
Economicas; Publiguias
6 CHILE
Sepia (creative agency)
Turismo de Mexico
Palm Pilot
Copyright © 2006 Recma | All Rights Reserved | Content Cannot Be Reproduced Without Written Permission
RECMA Report w36 •www.recma.com •francisco@recma.com •olivier@recma.com •eudes@recma.com
B
OTHERS (Tobacco, Fashion, Luxury,
Estate Agents, Business services, etc.)
GRADE
UNIVERSAL McCANN
Fernando Stipicevic
(General Manager)
Sodimac >$10m to Starcom
Purina (Nestlé) to Mindshare
JUSTIFICATION OF THE GRADE