StarMedia Network Inc., which operates an Internet channel network in Latin America, selected Ogilvy & Mather, Miami, to create a pan-regional primetime television and print advertising campaigns slated for launch this month.
Also, International Advisory Group will organize several large-scale, high- level conferences in key markets beginning with Mexico, Brazil and Argentina, while Edelman Public Relations Worldwide will conduct media relations and organize consumer events throughout Latin America. In 1998, StarMedia will spend more than $21 million to further develop brand awareness and extend its top position in the region.
“StarMedia Network is the traffic hub for the Latin American Internet,” said Fernando Espuelas, CEO and chairman of StarMedia Network Inc. “Being in market for over a year as the only pan regional mover, with the largest online sales force in the region backed by aggressive branding campaigns, has enabled StarMedia to become the power brand for the 18- to 34 year-old Latin American online consumer. Our new campaigns bring home the fun and power associated with the Internet, making the online experience synonymous with the StarMedia brand.”
The StarMedia Network offers communications, retail services, information and entertainment programming in Spanish and Portuguese. The network features a portfolio of 12 channels in such categories as sports, news, financial and computing information and a set of in-language community building applications.
Said Anthony Nieves, regional client service director at O&M Miami: “As the Latin American online market continues to increase three times faster than anywhere else in the world, StarMedia’s audience sustains the fastest growth rate of any Internet company in the region.”
International Advisory Group was recently retained by StarMedia to produce a series of high-level conferences designed to enhance StarMedia’s position. The events, which kick-off with a program on June 9 at the Club de Industriales in Mexico City, are produced by IAG specifically for a select audience of the region’s key business leaders. The theme of the roundtables is “E-Commerce: Turning New Media into New Profits.”
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