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8/14/2019 McCann MIA Credentials
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What Mc Cann MIA is not
• An a dvertising agenc y tha t is trying to b reak reg iona l org loba l a lignments
• A c onsulting firm
• A US Hispanic agenc y
• Another pass-through agenc y based in Miami
• A new log o on our door
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What McCann MIA is• A think tank
• A knowled ge c enter
• A business hub
• An entity op en to any company with a reg iona l business (orreg iona l asp ira tions)
• A partner tha t puts skin in the game, c ra fting the stra tegya lso performing the exec ution if needed
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A multi
‐disciplinary
center
of
excellence
for
the
development of marketing communication
solutions that create demand for international
companies with
operations
across
Latin
America.
Our value proposition
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We create Consumer‐centric, platform‐neutral, brand‐driven
communications solutions, tailor made for Latin America
Consumer Engagement
McCann MIA: Truly platform and geography neutral
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With a senior team based in MiamiMartin OrtellsIntegrator by
excellence has leadproject on every fieldknown to man
Rafael CamachoAlmost 30 years ofexperience wrestlingwith the mostcomplicated marketing
challenges throughoutthe region
Rodrigo PerriBrazilian by birth,citizen of the world bychoice. Marketing gutswith strong technologyflavor
Carlos GutierrezGlobetrotter channelspecialist, mediaexpert and digitalentrepreneur
Daniel MonrroyGlobal ideas fromMexico to theworld
Chavo D’EmilioOne of the mostrenowned content
creators of LatinAmerica
Josafat Solis
Creativemetamorphedinto planner withthe most accuteeye to unearthactionableinsights
Giacomo BertainaImpassioned multiculturaldigital mind with 15+ years ofexperience and a pioneer in
digital marketing strategy
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• D o m i n i c a n R e p u b l i c •
P u e r t o R i c o • V e n e z u e l a • M e x i c o • T r i n i d a d &
T o b a g o •
B r a z i l • U r u g u a y • A r g e n
t i n a • C h i l e • P a r a g u a y • B o l i v i a • P e r u • E c u a d o r •
C o l o m b i a
•
J a m a i c a
•
H o n d u r a s
•
N i c a r a g u a
•
C o s t a R i c a
•
H o n d u r a s •
G u a t e m
a l a
•
E l
S a l v a d o r . and our clients…
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We have the knowledge
• 600 hour of qua lita tive investiga tion
• 3000+ quantita tive interviews
• Over 3 million dolla rs in synd ic a ted researc h
Every Year
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10
Curiosity
Panel
Wave
PlannersCommunity
• 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 mediaand 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.
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UMCA
Matrix
BPT
• Optimal touch points mix including media, POS, mobile and more.
• Determines budget allocation across all contact points.
• Multimedia budget optimizer
• Identifies business potential across different target groups
• buzz in the digital space.
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Our business foc us
• Our robust knowledge c enter a llows us
not only to have a unique interp reta tiveperspec tive of the La tin Americ a rea lity
but a lso to transla te it into rea l business
opportunities
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• 4-group segmentation: multitaskingmoms, Up-to-date traditionalists, neo-feminists and transgressor liberals
• Redefine patterns of consumption andspending
Central AmericaWal-Mart
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Limited brand appeal
Evolving concerns
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Re-excite Chevrolet brandperception to increase (future)
consumers’ consideration.
Create a dialogue with Gen Yaudience.
Learn
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A collaborative road trip guideto Latin America, Africa and
Middle East
An open interface (API) thatintegrates popular social sites
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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.
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• We a re flexib le a nd integra ted
• We opera te on a n open a rc hitec ture a pproa c h
• We have unpara llel talent
• We ha ve ric h know led ge a nd resourc es
• We eng age c onsumers in every touc h point
• We reac h every corner of La tin Americ a
• We g enera te rea l results for our c lients
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