MIAMI, -- McCann MIA a new Miami-based company specializing in the Latin American market is being launched by McCann Worldgroup, one of the world's largest marketing communications organizations. The new venture is a center of proprietary research on emerging Latin American trends and their implications, offering cross-discipline communications expertise to marketers interested in entering or developing their business in Latin America.
McCann MIA, headed by General Manager, Martin Ortells, opens with a staff of 20 employees and Latin America responsibility for three multinational accounts, General Motors, MasterCard and Sony Ericsson.
"We are thrilled with this new initiative. It creates a true center of excellence that offers unrivaled consumer and business insights that will help companies succeed in the dynamic Latin American marketplace," said John J. Dooner, Chief Executive Officer of McCann Worldgroup.
"McCann MIA is a truly integrated organization that will allow clients the opportunity to engage Latin American consumers in a mutually beneficial relationship with a brand or product," said Luca Lindner, Latin American & Caribbean Regional Director for McCann Worldgroup. "There are great business opportunities in Latin America and McCann MIA is here to help companies through the complex workings of the region."
While McCann MIA is a new brand, McCann has had operations in over a dozen Latin American countries for over 40 years and in Brazil and Argentina dating back to 1935. These extraordinarily deep roots enable McCann MIA to offer clients the advantage of a special regional perspective and knowledge of local markets. In addition to MIA's clients, McCann Worldgroup's clients in Latin America include American Airlines, Coca-Cola, General Mills, L'Oreal, Nestle, Unilever.
Martin Ortells, MIA's General Manager has been with McCann for 10 years. An Argentinean, he worked first with McCann Argentina, then in McCann Central America - based in Costa Rica. He has spent most of his career as international account director on the agency's Coca-Cola and General Motors accounts, among others. In addition to his MIA responsibilities he will remain directly involved with General Motors. McCann MIA's Creative Director is Chavo D'Emilio, previously Creative Director of McCann Argentina and winner of many international creative/digital awards, including Cannes Lions.
MIA's proprietary Latin America research includes ongoing studies of the new "emerging consumer", on the new economic power of Latin American women and on digital development, particularly among young adults.
The Latin American Emerging Consumer
According to the McCann study, the new emerging consumer now represents a purchasing power that would equate the 3rd largest economy of the Latin American region. This group does not consider themselves neither poor, nor belonging to any "lower class". They are very proud of what they have accomplished and they have an unbeatable optimism, which allows them to overcome all barriers they have faced in life. Emerging consumers see material things as a mere medium to improve their quality of life; their real commitment is to bettering the lives of their children.
Contrary to other social groups, the basic decision-making unit is the family and not the individual and their decision-making process goes above and beyond the mere price tag of a product, to include package size, transportation costs, product life-time and alternative uses. Entering into the consumption basket of these consumers is not easy as they do not experiment as much as other groups.
The emerging consumer cannot afford mistakes, so every purchase is carefully weighted. They dismiss purely "convenience-based" relationships with products and will always prefer brands and companies that invested time and effort to design a product or service that is truly tailor-made, as opposed to simply developing a "cheaper" version. The complexity of the emerging consumer calls for a revision of all the marketing paradigms and an open mind to truly engage this audience.
Latin America's Generation Y
Latin America's Generation Y (those aged between 18 and 24) are by far, the most globally connected generation of Latin Americans that ever existed. They were born digital, so they are wired differently from all previous generations. They are not bound by what they see directly around them, as they are exposed to events from all over the world via cable TV, Facebook, Twitter and various email accounts. They might not know what is going on in Honduras these days, but they know perfectly well who Susan Boyle is and know minute-by-minute what Ashton Kutcher is doing via Twitter. As they are the most informed at home, they also influence more than 50% of all the household purchase decisions.
Latin American Women
There are almost 300 million women in Latin America and the Caribbean. Out of those economically active, 50% are employed and the figure keeps growing year after year. In countries like Venezuela and El Salvador, they make as much money as men for comparable positions and women are now the main source of income for up to 30% of the households in the region.
In addition to the historically feminine fields of fashion and design, where Latin women have always thrived, there now are successful Latin American women in almost every field including sports, politics and business, among many others. Also significantly, they have developed their own business management style: lower debts, less risk taking and more training.
This new Latin American woman has reinvented the role of wife and mother, to combine them with her own needs and desires, which used to be left unattended by previous generations: they embrace shopping as a guilt-free pleasure, have their own mental model to tell a good deal from a bad one, are open to taking expert advice in some categories (technology) and dismiss it in others (food) and they relate to companies and brands in a very unique way.
About McCann MIA
McCann MIA is the newest unit of McCann Worldgroup and it specializes in the Latin American Region, with special focus in the development of marketing and communication solutions. With an experienced team of Latin American professionals, support from the McCann Worldgroup regional network and extensive knowledge about the Latin American consumer, McCann MIA is the gateway to Latin America for any brand with interests in the region.
About McCann Worldgroup
McCann Worldgroup, one of the world's largest marketing communications companies, is comprised of McCann Erickson Worldwide (the world's largest advertising agency network); MRM Worldwide (digital marketing communications, direct/customer relationship management); Momentum Worldwide (event marketing/sponsorship/sales promotion); McCann Healthcare Worldwide (professional/dtc communications); Universal McCann (communications architecture/media buying and planning); Weber Shandwick (public relations) and FutureBrand (consulting/design).
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