In the News Translations, 4/4/16

Vox News, Portal da Propaganda feature FCB Brazil‘s new work, “Penguin,” part of the “Possibilandia” campaign for Club Social.


FCB Brazil reinforces “Possibilândia” campaign for Club Social

To communicate the full line of brand, Club Social is back in the media with its new spot, “Penguin.” Created by FCB Brazil, the spot reinforces the “Possibilândia” positioning launched in 2014 that lets consumers take the hunger out of the way and see new possibilities that are always around, but sometimes go unnoticed.

“The video shows that with Club Social you can to take the hunger out of the way and enter new possibilities in a tasty and healthy way,” said Joanna Monteiro, CCO of FCB Brazil.


Periodico Publicidad, Marketing News and Programa Publicidad feature FCB Spain‘s new campaign, “La Casa Que Imaginas,” for Leroy Merlin.


FCB Spain presents the new spot of Leroy Merlin

Leroy Merlin launches a new campaign under the title “The House that you imagine,” showing how easy it is to renew any home with the help of real specialist.

The campaign, created by FCB Spain, consists of four TV spots  and a campaign for the Internet. Additionally there’s a making of feature that shows the before and after of different rooms during the production process.

With this campaign, it is clear that no matter what the starting point, with ideas, an adequate budget and Leroy Merlin, it’s possible to have the house you imagine.


Is this car “Hot or Scrap” is the question FCB Neuwien asks in its latest work for Wiener Städtische Versicherung, reports MediaNet.


We are looking for old cars – “Hot or scrap?”

FCB Neuwien and Wiener Städtische Versicherung create Super Trump Car Competition

The advertising agency FCB Neuwien and Wiener Städtische Versicherung started a new digital campaign looking for the biggest lemon car in Austria. The centerpiece of the campaign, is the microsite, It’s a photo competition with a very playful tone asking for the unluckiest person in Austria, who’s rust bucket car will be named the super trump of the competition.

By voting “Hot or scrap” users can participate and win discounted rates. The competition is also meant to raise awareness on climate change.

The grand prize is an environmentally conscious and emission-free BMW i3. The digital implementation is based on the current TV, radio and print campaign DEMNER, Merlicek & Bergmann.

The campaign also includes a Facebook campaign.


Joanna Montiero, CCO of FCB Brasil, will be a judge for the Latin America 2016 FB Awards, says Revista P&M and PRNoticias.


Facebook Appoints Latino Creatives as FB Award Juries

To recognize and reward the most original, innovative and effective campaigns Facebook created the FB Awards. This year, in its fifth edition, they built a new jury they consider “some of the most creative minds in Latin America.”

Another new addition is that the 2016 FB Awards will be played in three phases: local, regional and global levels, with the best advancing to the next stage work.

“Latin American creatives are conquering its space in the big leagues of global advertising, showing its own language and identity,” said Rapha Vasconcellos, director of Facebook Creative Shop for Latin America and one of the organizers of the FB Awards. “We hope to have a good representation of their creativity, which is already recognized in the digital environment.”

2016 FB Award jurors are:

Cesar Agost Carreño, regional creative director of Ogilvy (Mexico)
Ian Black, executive creative director of New Vegas (Brazil)
Eduardo Camargo, CEO of Mutato (Brazil)
Fernando Campos, CEO of creativity Santa Clara (Brazil)
Joaquin Cubria, CEO David creativity of the Agency (Argentina)
Lisandro Grandal, CEO of Y & R creativity (Argentina)
Guilherme Jahara, CEO of creativity F.Biz (Brazil)
Lourdes Lamasney, CEO of creativity Richards / Lerma (Mexico)
Roberto Martini, CEO and creative director of Flag (Brazil)
Diego Medvedocky, vice president of Grey (Argentina)
Eco Moliterno, executive creative director of Africa (Brazil)
Joanna Monteiro, CCO of FCB Brazil (Brazil)
Papon Ricciarelli, CEO of DON (Argentina)
Ramiro Rodriguez Cohen, CEO of BBDO creativity (Argentina)
Anita Rios, CEO of creativity of JWT (Argentina)
Sophie Schonburg, executive creative director of POD (Brazil)
Emiliana Torrens, CEO of Conrad Caine GmbH (Argentina)
Kevin Zung, executive creative director of Publicis (Brazil)


Humberto Polar, CEO of FCB Mayo and regional creative director of FCB Latin America, will chair the Colombia Young Lions jury, reports Adlatina,


2016 Colombia Young Lions Jury Announced

The contest that rewards Colombian creatives under 30 year’s old announced its jury, chaired by Humberto Polar, CEO and regional creative director of FCB Mayo.

The jury consists of multidisciplinary professionals recognized for their discretion, responsibility and commitment to recognize the best work in the Cyber, Film and Design categories.

In the 2016 edition of the competition, the jury president will be Humberto Polar, CEO and regional creative director of FCB Mayo.

The rest of the jury will be composed by José Hoyos, showrunner Dirty Kitchen; Leo Macías, CCO of DDB Latina and Member of Creative Council of DDB Americas; Alejandro Barrera, associate general creative director in Great Communications; Sergio León, executive creative director at WPP Glue Colombia; Arutza Rico, Studio designer P576; Alejandro Mora, managing director at Ariadna; Claudia Murillo, executive creative director at J. Walter Thompson; Jairo Nieto, partner and CCO in Brainz; Christian Tufano, creative director at Proximity; Julio Gomez, creative director at Prodigius; Andrés Norato, chief creative officer at Havas Group; Margarita Olivar, senior art director Barbara & Frick, and Carlos Andres Rodriguez, executive creative director at Mullen Lowe SSP3.


Neo Magazine (print only) features the return to advertising of FCB Mexico‘s CEO Eric Descombes.



Eric Descombes comes back to the advertising world after spending some few years at McGraw Hill, now as CEO for FCB

FCB: Eric Descombes comeback

Erik Descombes runs the office of FCB Mexico as new CEO, replacing Rafael Pérez-Toribio who left as a legacy a re-designed brand and a restructured FCB Mexico.

After two years in McGraw-Hill Education as Managing Director for Latin America, Descombes makes his comeback to the advertising world. According to Aurélio Lopes, president of FCB Brazil and chairman of FCB Latin America, “his passion for advertising, together with deep knowledge on Latin America, will make him the ideal complement for FCB Mexico.”

With over 18 years of experience in the advertising world, Descombes will continue strengthening FCB`s presence in Mexico. Before joining McGraw Hill Education, he was the president of Young & Rubicam y Wunderman Mexico for seven years and spent eight years in Ogilvy as general manager. He was worked with a wide range of customers such as: IBM, SAP, Bimbo, Kraft, Danone, Ferrero, Sigma Alimentos, Pfizer, P&G, Unilever, Colgate, American Express, Banamex, HSBC, BBVA, Motorola, Movistar, Ford, Land Rover, Mattel, Expedia and Netflix.

As new CEO, Descombes will be heading the talented team at FCB Mexico, whose current clients are: Compartamos Banco, Reebok, Church & Dwight, Beiersdof, Autozone, Peñafiel, Campbell’s, Reckitt Benckiser and Bissú Cosmetics. He will supervise the growth and strategic direction of Mexico`s office and will represent FCB at the board of Vector B – IPG agency that runs the Bimbo account.

Regarding the areas of opportunity that Descombes finds upon his arrival to FCB Mexico, he mentions: “My challenge will be to position the agency under the principle of “Behavior Change,” since FCB has a clear methodology in place to change behaviors and not just perceptions. This is due to the fact that clients require their agencies to help them grow their sales, particularly in times of economic crisis like the one we are facing.” “This is what customers value the most from FCB, an agency that is 100% focused on growing their business and as a consequence growing its own.”

“My main objective, according to Descombes, will be to make FCB Mexico one of the top three agencies in the Mexican ranking, as the one prepared annually by Círculo de Oro. We will not settle for belonging to the top ten.”

“I will also work to receive more festival awards to keep our position as local and international benchmark in creativity.”

This top executive foresees a positive environment for the agency in 2016 based on the growth of the US economy, which will eventually have a positive impact on the Mexican economy and thus on the agency.

This year will be a very good one for our new positioning, “growing our customer’s business in a fully digital setting.”

The CEO of this IPG Agency believes that the idea that advertising and its industry are experiencing a crisis, is a myth. “There is always room for innovation,” he added.


Director of digital innovation and strategy at FCB MayoAlejandro Borasino, is a teacher for The Atomic Garden’s Digital Marketing Strategy course, Digital Immersion, says Mercado Negro.


The Atomic Garden Announces Courses “Digital Immersion and Digital Marketing Strategy

The Atomic Garden, School of creativity and advertising, begins a new cycle of workshops oriented for professionals in the areas of marketing, advertising, communication and business management courses…


Pablo Bermudez, general manager of Hashtag; Beatriz Hernandez, general manager TD1 and digital manager at Media Networks; Melissa Rodriguez, Digital Marketing consultant; Ricardo Llavador, Digital Creative Director Spain; Luis Felipe Suarez, strategic planner in La Clinika; Alejandro Borasino, director of digital innovation & strategy at FCB Mayo; Rodrigo Albán, head of Advertising Movistar and Carlos Rojas, director of New Business Wunderman Phantasia


Jimena Toledo, vice president of strategy and planning for FCB Mayo is one of AdAge’s 2016 Colombia Women to Watch, report Revista P&M


Nine professionals in various areas of knowledge, with postgraduate studies and a desire to contribute to building a country that struggles between peace, post-conflict and economic vicissitudes make up the group P&M magazine in partnership with Advertising Age selected as the 2016 Columbia Women to Watch.

The distinction called Women to Watch Colombia was first made in 2015 thanks to the alliance agreed between this medium and Advertising Age, a leader in the industry since 1997, established the program in order to recognize and honor women that stand to make a great contribution to the world of marketing, advertising and media.

After a thorough investigation, P&M has selected these nine Colombian professionals who work from their mark in different fields within some companies in the sector. Leadership, innovation and creativity are just some of the characteristics of these women who are an example for all professionals in the country because its relevance transcends the extent that it is not only his brilliant career, but also the qualities that show as individuals to make our country a better place to live.


Maria Fernanda Chinchilla, marketing director of Huawei Colombia.
Magda Galindo, executive manager of transactional Weather.
Paula Gaviria, vice president of brand activation Pragma.
Luz Adriana Naranjo, director of strategic transformation of Inexmoda.
Carolina Polo, marketing manager of Compania Nacional de Chocolates.
Nancy Sanchez, co-founder and CEO of Milenium Group.
Jimena Toledo, vice president of strategy and planning of FCB Mayo.
Diana Triana, creative director of J. Walter Thompson Colombia.
Ana Lucia Vargas, marketing manager, communications and social responsibility of IBM Colombia.
For all Women to Watch Colombian appearing in this issue, sincere congratulations!


Account Director Maria Laura De Rosa joins FCB Buenos Aires, highlights DossierNetProdu and Adlatina.


Maria Laura De Rosa joins FCB as General Account Director

As part of the new era that began late last year, FCB Buenos Aires announces the addition of Maria Laura De Rosa, from Y & R, as account director.

For the past 9 years, she has served as account director at Young & Rubicam, where she developed much of her advertising career. She has worked for several major brands; locally her main clients were Bayer, Danone and Grupo Clarin, She was also responsible for local and regional projects for Coca-Cola and DIRECTV. Previously, she worked at Lowe and Ogilvy & Mather, for clients such as IBM, Kimberly Clark and Unilever, among others. De Rosa, began her career more than 15 years ago, always focused on the area of accounts.

“We are closing the first quarter strong with a solid structure and the addition of Laura adds a great deal to our team. I’m convinced she will be an important addition to the agency and our clients,” said Santiago Puiggari, president of FCB Buenos Aires.