In The News Translations 12/5/16

“The Finger Twist,” FCB Mayo‘s new campaign for Backus’ soda, Guarana, shows teenagers expressing themselves through music, says Mercado Negro.




Backus and FCB Mayo Feature “Guaramusic” Starring “Thumbprint”


The soft drink brand portfolio Backus, Guarana presents its “Guaramusic” a music – focused approach their main target strategy: youth.

This campaign is under the creative idea of the agency FCB Mayo while SmartClick handles the digital part of Guaramusic . They also presented the campaign spot by Mr. Z, while post – production was in the charge of Central City and sound by Sordo.

The insight of the campaign is that often parents do not let their children express themselves through music because they think it is not best for them, which leads to frustration in the teens fail to express themselves in a unique way.

That is why “Thumbprint” is epitomized in a real character, with activities at the local level. “Thumbprint” wants to express themselves through art and music with his friends uses a bottle of Guarana to achieve this end.




FCB Milan‘s new print work for Sole 24 Ore’s How to Spend It Magazine is featured in You Mark.






This December How to Spend It, the Luxury Lifestyle magazine from Sole 24 Ore, will have billboards with a campaign organized by FCB Milan. Viewers can expect to see it in Milan this week and for the entire month. It will feature 15 digital boxes (70 × 130 cm) in Corso Vittorio Emanuele, a maxi Ledwall 12 × 5 meters in Piazza Cavour and as of December 12, two sails in the Piazza Gae Aulenti of 12 × 7 meters.




Wirtualnemedia highlights FCB Warsaw‘s latest “Surprise Cold” campaign for APAP.




“Surprise cold” Campaign for APAP Colds (video)


Apap Cold’s latest spot exemplifies the life of a man showing that the main advantage of this product is to fast combat fever, sore throat and runny nose, bringing relief from cold and flu.


The ad will be broadcast on TVP1, TVP 2, TVN, Polsat and thematic channels.


The campaign was created by advertising agency FCB Warsaw, who after winning the account began service for APAP Colds. This is the third agency, after Artres and Pelavo, a brand of the USP Health.


The spot was directed by Kristoffer Rus and production was handled by Selfish production house. The planning and media buying was handled by Mets (belonging to the MEC) media house.



Joanna Monteiro, chief creative officer of FCB Brasil, is participating in a discussion about women in advertising at Twitter’s Brazil office, reports Portal da Propaganda.




Events on Gender Equality in the Advertising Industry Close Out 2016

Questions about the current representation of women in society, the labor market, and advertising, have been at the center of the many debates throughout 2016. The last meeting of the year for Ellevate – a group that promotes women’s empowerment and women’s leadership will close the discussions on the theme in style. The event, which takes place at the Twitter office at 7:00 pm, will feature “The Woman in the News” and will feature the experiences and insights of the highest caliber executives. Aline Santos, Unilever’s global vice president of marketing; Joanna Monteiro, chief creative officer of FCB Brasil; and Violeta Noya, president of Ellevate and Otima; will participate in the panel, which has Maria Laura Nicotero, CEO of Momentum, as the moderator.



Ad Latina reports that FCB Mayo‘s Vice President of Business Strategy and Customer Service Ernesto Melgar is a director on the Peruvian Association of Advertising Agencies.




Alberto Goachet is the new president of APAP


Alberto will replace the former president, Juan Saux. The rest of the Association will be composed of Rocio Calderon of Publicis (vice president), Arabella Krateil of Properu Advertising (director treasurer), Juan Jose Tirado of Latinbrands, and Ernesto Melgar of FCB Mayo and Maruchi Rodriguez of Grey (directors).


On Monday night elections were held for the board of the Peruvian Association of Advertising Agencies. Alberto Goachet, partner and chief brand manager Fahrenheit DDB, was elected as the new president of the organization which was chaired until now by Juan Saux.
Goachet remarked, “One of our goals is to continue with the projects we have already started, and start redrawing. We have also proposed to incorporate more directors of the various agencies to have more commissions and can take care of most issues.”


The new president mentioned other goals, such as increasing the number of members including medium agencies and youth initiatives, enhancing the creativity developed at agencies and contributing to the brightness that should have Peru as a country outside.
Goachet continued “We are already having the first meetings to discuss the creative awards for 2017, with a focus on Advertising Week and the Peruvian juries at Cannes Lions. There was a meeting two weeks ago in which we talked about the importance of Peru and how to increase its presence in Cannes.”
Goachet also referred to the development, by the ANDA, a specific committee focused on best practices for tenders . “This document has been already working for several months and should give birth in the coming weeks or early next year.”
The only list of authorities was comprised as follows:

  • President Alberto Goachet, partner and overall brand director Fahrenheit DDB
  • Vice President: Dew Calderon, managing director of Red Lion (Publicis)
  • Treasurer Director: Arabella Krateil, president of Properu Advertising
  • Director: Juan Jose Tirado, general manager of Latinbrands
  • Director: Ernesto Melgar, vice president of business strategy and customer service of FCB Mayo
  • Director: Maruchi Rodriguez, general manager