Mccann Mia Credentials
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What McCann MIA is not •An advertising agency that is trying to break regional or global alignments •A consulting firm •A US Hispanic agency •Another pass-through agency based in Miami •A new logo on our door
What McCann MIA is •A think tank •A knowledge center •A business hub •An entity open to any company with a regional business (or regional aspirations) •A partner that puts skin in the game, crafting the strategy also performing the execution if needed
Our value proposition A multi‐disciplinary center of excellence for the development of marketing communication solutions that create demand for international companies with operations across Latin America.
McCann MIA: Truly platform and geography neutral We create Consumer‐centric, platform‐neutral, brand‐driven communications solutions, tailor made for Latin America
Consumer Engagement
With a senior team based in Miami
Giacomo Bertaina Impassioned multicultural digital mind with 15+ years of experience and a pioneer in digital marketing strategy
Martin Ortells Integrator by excellence has lead project on every field known to man
Rodrigo Perri Brazilian by birth, citizen of the world by choice. Marketing guts with strong technology flavor
Josafat Solis Creative metamorphed into planner with the most accute eye to unearth actionable insights
Chavo D’Emilio One of the most renowned content creators of Latin America
Rafael Camacho Almost 30 years of experience wrestling with the most complicated marketing challenges throughout the region
Carlos Gutierrez Globetrotter channel specialist, media expert and digital entrepreneur Daniel Monrroy Global ideas from Mexico to the world
• Dominican Republic • Puerto Rico • Venezuela • Mexico • Trinidad & Tobago • Brazil • Uruguay • Argentina • Chile • Paraguay • Bolivia • Peru • Ecuador • Colombia • Jamaica • Honduras • Nicaragua • Costa Rica • Honduras • Guatemala • El Salvador.
and our clients…
We have the knowledge •600 hour of qualitative investigation •3000+ quantitative interviews •Over 3 million dollars in syndicated research
Every Year
Curiosity Panel
Wave Planners Community
•
Specialized unit, focused on the emerging consumer.
•
Qualitative tool to track the constantly evolving consumers in the region.
•
A permanent panel of consumers in Argentina, Brazil, Chile & Mexico on media and product consumption habits.
•
An online research software that gathers and sorts information in real time.
•
Yearly global research on Social Media activity
•
Community of interconnected strategic planners throughout Latin America.
10
•
Optimal touch points mix including media, POS, mobile and more.
•
Determines budget allocation across all contact points.
Matrix
•
Multimedia budget optimizer
BPT
•
Identifies business potential across different target groups
•
buzz in the digital space.
UMCA
11
Our business focus
•Our robust knowledge center allows us not only to have a unique interpretative perspective of the Latin America reality but also to translate it into real business opportunities
• 4-group segmentation: multitasking moms, Up-to-date traditionalists, neofeminists and transgressor liberals • Redefine patterns of consumption and spending
Wal-Mart Central America
Limited brand appeal
Evolving concerns
Re-excite Chevrolet brand perception to increase (future) consumers’ consideration. Create a dialogue with Gen Y audience. Learn
A collaborative road trip guide to Latin America, Africa and Middle East
An open interface (API) that integrates popular social sites
Platform is running with hundreds of published trips. The project – and Chevrolet – were mentioned in blogs and social networks over 1000 times. 50% of the site’s traffic comes from referring sites. 500K watched in a month. More than 1 million people interacted with campaign messages in 2008, generating more than 2 million interactions (video, visits, blog comments, blogs). Over 7% of the people who visited the site continued surfing the Web and visited the Chevrolet brand site, a high figure for such activity.
• We are flexible and integrated • We operate on an open architecture approach
• We have unparallel talent • We have rich knowledge and resources • We engage consumers in every touch point • We reach every corner of Latin America • We generate real results for our clients
What McCann MIA is •A think tank •A knowledge center •A business hub •An entity open to any company with a regional business (or regional aspirations) •A partner that puts skin in the game, crafting the strategy also performing the execution if needed
Our value proposition A multi‐disciplinary center of excellence for the development of marketing communication solutions that create demand for international companies with operations across Latin America.
McCann MIA: Truly platform and geography neutral We create Consumer‐centric, platform‐neutral, brand‐driven communications solutions, tailor made for Latin America
Consumer Engagement
With a senior team based in Miami
Giacomo Bertaina Impassioned multicultural digital mind with 15+ years of experience and a pioneer in digital marketing strategy
Martin Ortells Integrator by excellence has lead project on every field known to man
Rodrigo Perri Brazilian by birth, citizen of the world by choice. Marketing guts with strong technology flavor
Josafat Solis Creative metamorphed into planner with the most accute eye to unearth actionable insights
Chavo D’Emilio One of the most renowned content creators of Latin America
Rafael Camacho Almost 30 years of experience wrestling with the most complicated marketing challenges throughout the region
Carlos Gutierrez Globetrotter channel specialist, media expert and digital entrepreneur Daniel Monrroy Global ideas from Mexico to the world
• Dominican Republic • Puerto Rico • Venezuela • Mexico • Trinidad & Tobago • Brazil • Uruguay • Argentina • Chile • Paraguay • Bolivia • Peru • Ecuador • Colombia • Jamaica • Honduras • Nicaragua • Costa Rica • Honduras • Guatemala • El Salvador.
and our clients…
We have the knowledge •600 hour of qualitative investigation •3000+ quantitative interviews •Over 3 million dollars in syndicated research
Every Year
Curiosity Panel
Wave Planners Community
•
Specialized unit, focused on the emerging consumer.
•
Qualitative tool to track the constantly evolving consumers in the region.
•
A permanent panel of consumers in Argentina, Brazil, Chile & Mexico on media and product consumption habits.
•
An online research software that gathers and sorts information in real time.
•
Yearly global research on Social Media activity
•
Community of interconnected strategic planners throughout Latin America.
10
•
Optimal touch points mix including media, POS, mobile and more.
•
Determines budget allocation across all contact points.
Matrix
•
Multimedia budget optimizer
BPT
•
Identifies business potential across different target groups
•
buzz in the digital space.
UMCA
11
Our business focus
•Our robust knowledge center allows us not only to have a unique interpretative perspective of the Latin America reality but also to translate it into real business opportunities
• 4-group segmentation: multitasking moms, Up-to-date traditionalists, neofeminists and transgressor liberals • Redefine patterns of consumption and spending
Wal-Mart Central America
Limited brand appeal
Evolving concerns
Re-excite Chevrolet brand perception to increase (future) consumers’ consideration. Create a dialogue with Gen Y audience. Learn
A collaborative road trip guide to Latin America, Africa and Middle East
An open interface (API) that integrates popular social sites
Platform is running with hundreds of published trips. The project – and Chevrolet – were mentioned in blogs and social networks over 1000 times. 50% of the site’s traffic comes from referring sites. 500K watched in a month. More than 1 million people interacted with campaign messages in 2008, generating more than 2 million interactions (video, visits, blog comments, blogs). Over 7% of the people who visited the site continued surfing the Web and visited the Chevrolet brand site, a high figure for such activity.
• We are flexible and integrated • We operate on an open architecture approach
• We have unparallel talent • We have rich knowledge and resources • We engage consumers in every touch point • We reach every corner of Latin America • We generate real results for our clients
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