World trade is expected to pick up this year after a sharp drop in 2009. But serious challenges remain, from price swings for some basic products to uncertainty over the pace of global recovery, participants said at the 2010 kick-off for WorldCity’s quarterly Trade Connections event series. Last year, South Florida’s trade with the world fell 12 percent to dip below $80 billion, its first reversal since 2001. Both imports and exports shrank. U.S. consumers bought less, stung by the recession. Plus, South Florida’s top partners bought less, hurt by… 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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