Keeping you 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; therefore, Merca2.0 allows you to obtain the best information to always be one step ahead.
MEXICO
Porter Novelli celebrates 50 years globally. The PR and communication agency celebrates this year the 50th anniversary of an important trajectory in communication consulting at a global level, with a great impact on various industries and multiple companies. Its strategy has focused on constantly and consistently responding to the needs of its clients through knowledge of their audiences and the use of data. Faced with a changing landscape like the one we are currently experiencing, the agency has decided to strengthen its position by redefining its purpose, orienting it to be a positive influence to do business in a better way. From the beginning, its founders, Jack Porter and Bill Novelli, were recognized for creating the agency under the premise that organizations can and should be guided by their principles and values to generate a positive impact on society and not just to create value. economic. The new value proposition Porter Novellito help companies do business in a better way, prioritizes the needs of all audiences and focuses on various aspects that are necessary today such as adapting to cultural changes, aligning the needs of the business with the expectations of its public , recognize, define and show the role of the company in the world, build a consistent reputation and link ambition with authentic, responsible and credible leadership within companies. “Just as today’s audiences are more demanding, communication areas have become increasingly influential in organizations. Our commitment as consultants is to collaborate so that business is done in a better way; innovating and offering services that adapt to the new realities of companies, helping our clients to navigate and understand the changes, and working with them to develop strategies to strengthen their reputation and accelerate their growth”, mentioned Sandra Kleinburg, General Director of Porter Novelli Mexico. In line with this vision, Porter Novelli has recognized various personalities around the world, who are governed by a philosophy based on values related to the company. During the celebration of the 50th anniversary of Porter Novelli, the Mexican Olimpia Coral Melo was honored for building a consistent and dedicated reputation, transforming a negative personal experience into work and persistence as an activist, and promoting the creation of a law against digital harassment in Mexico which bears his name: Olympia Law. “After meeting more women who have been through the same thing as me, I decided to take responsibility and go from being a victim to transforming my situation into something to learn from. We made the Olympia Law a reality and I did not do it alone, I fought alongside the feminist movement in Mexico. We turn pain into strength so that what was not meant for me, from now on is for women”, indicated Olimpia Coral Melo.
COLOMBIA
Pony Malta launches campaign to make hidden artists visible. Pony Malta is committed to social transformation and in response to its pillar of equity, together with Digitas creative agency, they devised a campaign to remove from anonymity women artists whose name and recognition have been overshadowed for various reasons such as having prevented them from signing their works, register them under the signatures of male pseudonyms or erase their names from art history books. The bell Royal Artistsis made up of a virtual gallery using Instagram stories or Pinterest boards, a podcast whose content includes audio guides that explain the profiles and biographies of women artists and a call for girls to share their works, illustrations, drawings and paintings. In this way, you will have the opportunity to create your own gallery on Google Arts & Culture and promote your work. Arousing interest in art in a female child audience could be a complex task, however, at Digitas creative agency, they consider that the key lies in the use of media that are relevant and related to it, in addition to generating an attractive narrative , interactive, dynamic and with engaging storytelling. “With Pony Malta we want to continue helping to build a world with greater gender equality and it is key to start with the younger generations. Art is something that will never go out of style, it is transformed with the new technological tools and we want to close the gap that exists today so that everyone has the same opportunities to be successful in this world”, said Camilo Carvajal, Chief Creative Officer
CHILE
They launch XBrein, a leading geointelligence company. Result of the merger between AIS Evolution and Georesearch, a pioneer company in the field in Latin America with 12 years of experience, the brain of XBrein It allows collecting data from multiple sources, according to the needs of each company, which reaches its true potential, through algorithms dedicated to transforming it into strategic knowledge and responding to applicable business opportunities. “When we started with Georesearch 12 years ago, we evolved our technology, integrating artificial intelligence in order to get the most out of the data and make it available to our clients in order to be a fundamental pillar in the growth of their businesses. Today with XBrein, we take all this data to analyze it and create better marketing strategies based on the client’s geographic location, understanding their environment and different areas of influence, in order to obtain a prediction”, commented Daniel Encina, founder of XBrein. Today, the success and trajectory of XBrein has allowed them to be present in 18 Latin American countries, also opening offices in Mexico, a country in which for the last seven years they have worked with large companies such as the pizzeria chain, Little Caesar’s, Aries Diagnostic Group and the pharmacy chain, Farmatodo, being with all of them an important contribution in the growth and development of their businesses in each of the commercial areas to which they belong.
UNITED STATES
Emplifi acquires the Pixlee TurnTo platform. Emplifi today announced the acquisition of Pixlee TurnTo, a US-based platform focused on user-generated content (User Generated Content, ratings, reviews, and influencer marketing solutions Pixlee TurnTo’s customer-centric innovations give brands the tools they need to sell while authentically serving consumers , profitable and at scale. Emplifi will incorporate Pixlee TurnTo solutions into its social media marketing platforms, live commerce or live trading and customer support, within your unified CX Cloud platform. Today more than ever, consumers are being influenced by like-minded people through UGC, reviews, and nano-influencers, with 70% taking into account the reviews or ratings of other users before to make a purchase. In parallel, marketing and e-commerce departments are facing tight budgets and resources, turning to user-generated content (UGC) as an effective and cost-effective source of content while amplifying the voice of their customers. , the most powerful promoters of their brands. They have turned to Pixlee TurnTo solutions to identify the correct UGC content, highlight as “featured” reviews or reviews positive, and identify micro or nano influencers who can inspire and educate their digital audiences, while generating interactions or a engagement deeper, higher conversion rates and increased loyalty. “We are very proud to welcome Pixlee TurnTo to the Emplifi team. By uniting the strengths of the two companies, we will be able to help brands bridge the customer experience gap across marketing, sales and support, amplifying genuine customer voices throughout the entire customer journey. People connect with other people’s experiences. By providing the tools to leverage user-generated content, ratings, reviews and influencer marketing, Emplifi will help brands gain authenticity and generate content at scale,” said Mark Zablan, CEO of Emplifi. “Today marks an important milestone for Pixlee TurnTo as we officially become part of the Emplifi family,” said Kyle Wong, president and co-founder of Pixlee TurnTo. “Our vision has always been to enable community-driven brands to create exceptional experiences for their customers, and we’re proud to have joined forces with a company that will allow us to take that vision even further.” “Building and maintaining consumer trust remains an ongoing challenge for brands,” said Heather Hershey, Research Director in IDC’s Global Digital Commerce practice. “By harnessing and amplifying the voices of their customers, whether on social media or review sites, brands can build trust and nurture their communities in a truly genuine way. Emplifi’s acquisition of Pixlee TurnTo will help brands preserve that authenticity and engage consumers by amplifying the voices that really matter, their customers.” Headquartered in San Francisco, Pixlee TurnTo has more than 90 employees and more than 1,000 customers, including GNC, Alo Yoga, Tumi, Carnival Cruise Lines and Kimpton Hotels & Restaurants.
INDIA
Zoho celebrates the fifth anniversary. Zoho Corporation, a leading global technology company, announced that Zoho One has reached a new milestone, supporting 50,000 organizations and 500,000 business users in more than 160 countries. In the last two years alone, the platform grew 150%, with 37.5% of new clients belonging to medium and large companies. License upgrades from customers who adopted Zoho One five years ago increased by 92%, contributing to this tremendous growth. These figures highlight the migration from traditional and more static software tools to comprehensive cloud solutions that enable organizations to be agile, scale and adapt to changes in their industries. In Latin America, Zoho One had a growth in sales of 32% between 2020 and 2021. A behavior that has remained stable, even in the months after the pandemic and the mobility restrictions imposed by the countries of the region. Zoho One it launched in 2017 as the first suite of its kind to include 35 built-in apps. Today, Zoho One is the operating system for business: a comprehensive and scalable platform made up of 45 unified applications along with end-to-end services, including AI, Business Intelligence, Messaging and Search, enabling businesses to run all aspects of your organization, from sales and marketing to finance, human resources and analytics. “Zoho One has evolved from the ambitious idea of being an ‘all-in-one’ solution for SMBs to now become an extensible platform that can replace or integrate with enterprise systems,” said Raju Vegesna, Chief Evangelist at Zoho. Half of Zoho One customers use 20 or more apps across all product categories, earning them more money the more they use them. It’s an emotional proof of concept for Zoho One, showing that companies of all kinds are scaling their operations by increasing their adoption, without losing perspective on their data, creating silos, or slowing their growth. We continue to refine and expand the platform, setting the pace for the rest of the industry.”