Keeping informed of the most important news that occurs in the industry and in all the economic sectors that make it up is essential, especially when it comes to decisions that directly impact the pocket, reputation or experience of brands and their consumers; For this reason, Merca2.0 allows you to obtain the best information to always be one step ahead.
COLOMBIA
McCann Worldgroup leads in Effie Latam. The Effie Latam awards and rankings were recently awarded, the main event in the regional marketing industry in terms of effectiveness, where McCann World Group Colombia was positioned as the leader of its market. The operation, which includes Commonwealth//McCann, added 4 Golds, 1 Silver and 3 Bronzes, a result that also allowed it to be located in the Top 2 General of Latin American agencies. For Álvaro Fuentes, CEO of MW Colombia, “the Effies are a sounding board for a job well done, to the task of adding value to the business of our clients with a focus on results and helping their brands gain a significant place in the people life. Likewise, it serves as recognition of our team and their talent, it shows that we are on the right path and that the industry values it”. A couple of months before, the results of the Effie Index were known, where they were also protagonists and globally topped the list in the Automobiles category thanks to the work carried out for Chevrolet. The agency was one of the pillars that enabled McCann Worldgroup to become Effie Index’s “World’s Most Effective Network” for the fourth consecutive year, the highest ranking for advertising effectiveness by distinguished juries. In this way, MW’s teamwork and its achievements reflect its permanent objective of being irrefutable leaders in creativity while also contributing efficiency.
MEXICO
Airbnb inspires Mexican travelers. The digital platform Airbnb launches today a new institutional campaign aimed at the Mexican audience entitled “Airbnb Categories”. As of today, the materials can be found in different media. The in-house produced pieces seek to inspire local travelers to explore new destinations and experiences through Airbnb categories such as Beachfront, Incredible Pools, Cottages, and Design. Announced in May 2022, the Categories allow Mexican travelers to discover millions of unique spaces based on the type of trip they want. The video “En el Mar” set to music with the song of the same name performed by La Sonora Matancera, is made up of a special edition with photographs to highlight the “Beachfront” category on Airbnb, which brings together incredible spaces for those who wish to enjoy beach days ideal for a getaway with friends. The campaign also presents a second video called “Fin de Semana”, set to music with the song of the same name performed by Los Diablos, which portrays moments of a family having fun in a house with a unique pool, available at Airbnb. The main objective of this campaign is to reinforce the link that exists between Mexicans and Airbnb, reflecting the diversity of options and unique experiences that can be found on the platform to continue building memories and moments together. “Front the beach” and “Incredible pools” are among the 3 most booked categories for summer in Mexico. In addition to the Categories campaign, Airbnb introduced its AirCover campaign, comprehensive protection for Guests (and Hosts) that comes free with all reservations made on Airbnb. The campaign represents a big step for the platform in Mexico, which also heralds the resumption of marketing efforts in the country. “Airbnb is very excited to start the year with this news. Every detail of this campaign was designed to represent the infinite possibilities of living unique experiences by booking through the platform. With a deeply inspiring message, Airbnb seeks that more and more Mexicans know and enjoy the benefits of traveling and discovering new places with the platform” commented Teresa Orsolini, Senior Marketing Lead for the Americas at Airbnb. Whether it’s a traveler booking a space on Airbnb or a host offering a space on the platform, the campaign inspires people to share more experiences, always in a safe and responsible way, and reinforces the platform’s commitment to redistributing value. tourism. The “Airbnb Categories” campaign will be on the air on February 1 in digital media and from February 5 on open television, in the entertainment and sports programs with the highest audience nationwide.
USA
Red Bull Racing and Ford, alliance for F1. In its announcement, Ford said it is entering into a “long-term strategic technical partnership for the development of the next-generation hybrid power unit to be used from the 2026 Formula 1 season.” In its explanation, the auto parts company advanced that it will supply the power units for both the Red Bull team and Alpha Tauri from 2026 to at least 2030. “This is the beginning of a new and exciting chapter in the history of sports of Ford engine, which began when my great-grandfather (Henry Ford) won a race that helped launch our company,” Chief Executive Bill Ford said from New York. Let’s remember that the automaker last participated in the sporting event in 2004, then associated with Jordan, and its return is a new sign of the growth of this sport in the United States. Among the company’s historical data we find that it has participated in 10 constructors’ and 13 drivers’ championships and is the third most successful engine manufacturer in F1 history. His most recent triumph is Michael Schumacher’s victory with Benetton in 1994.
FRANCE
Cannes Lions is getting ready to register 2023 campaigns. After the pandemic that forced the cancellation of the face-to-face editions of the Cannes Lions Festival, creativity has already returned to the events based in Cannes, France and for this year the participation of a greater number of agencies is expected, which will eventually increase the volume of work for the 2023 contest. In the preparations for this edition, the Festival announced the creation of informative sessions, through which it seeks to optimize the registration of works, so that the brief of these pieces highlights the value of each of the campaigns and attract the eye of the jurors. These sessions will run throughout February and in them the members of the organization, professionals who were sworn in and those who have won prizes, will be added to them, so the know-how of how to present the pieces will be valuable in the preparation of this edition. The first class was already held this Thursday and it exposed the importance of the festival as well as how important it is to have competitive pieces, so one value of this series of classes is that it manages to catapult the good creativity of the piece and the business results it achieved, an important point that would change the landscape for the so-called “trout campaigns”, creative pieces that accuse the industry, are made solely designed to participate in festivals. The rest of the sessions are expected to be held on February 9, 16 and 23. The second class will address what’s new at Cannes Lions and what will be presented in the 2023 edition, so the new categories such as Entertainment Lions for Gaming and the role that the Metaverse will play in the campaigns that will be explained in detail. present with this element. Within the third class, the characteristics of the jury, the evaluation process and the elements that make the creative pieces eligible for this edition will be addressed. Finally, in the last class, he realizes what elements your brief must have, so that the campaign achieves a successful record, that is, it has a better chance of being successful before the jury that evaluates the pieces. These novelties that are presented at the Cannes Lions Festival help us understand the value that there is in the evaluation of creativity for this 2023. In Mexico, for example, it is expected to meet the jury of the 2023 Mixx Awards, which will be presented by IAB Mexico.
