Avaya was a sponsor of the 2003 World Cup, hoping to take advantage of one of the largest global audiences. “A lot of people thought we were a Chinese watch manufacturer,” joked Andrea Padilla, the marketing director for Avaya’s Caribbean and Latin America operations, at WorldCity’s Marketing Connections event on Jan. 22. “It told us we had an issue.” Padilla was the discussion leader at the event, which is held six times per year and sponsored by HP. It is exclusively for marketing directors working for multinationals in South Florida.… Read More
WorldCity
South Florida Executives
McCann's Luca Lindner
Luca Lindner
McCann Worldgroup Regional Director, Latin America
Luca Lindner, the head of Latin America and the Caribbean for McCann, one of the world’s largest advertising agencies, was in South Florida last week to announce the creation of a new initiative, McCann MIA.
Ortells will oversee the Miami office
Lindner, an Italian based in Sao Paulo the last three years, also announced that Martin Ortells will head up the new effort, which aims to provide a cohesive marketing strategy for companies looking to reach the entire Latin American market. Ortells is based in Miami and previously oversaw the MasterCard effort, one of the firm’s leading accounts.
“We believe strongly that this time, Latin America is for real,” said Lindner, who spent a year in Mexico City before moving to Sao Paulo. “This time, the growth won’t be followed by crisis,” a familiar refrain over the decades.
McCann has been in Latin America for six decades and counts as its largest clients, in addition to MasterCard, Cadbury, General Motors, Nestle and Loreal. It also represents SAP/Miller, HP, Wyeth, Coca-Cola and large local accounts in the region.
Lindner said that McCann, which employs 20 people now in the Miami office, would add five as part of the McCann MIA effort: two in digital, two in consumer insights and one in production.
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