What McCann MIA is not
•An advertising agency that is trying to break regional or
global alignments
•A consulting firm
•A US Hispanic agency
•Another pass-through agency based in Miami
•A new logo on our door
What McCann MIA is
•A think tank
•A knowledge center
•A business hub
•An entity open to any company with a regional business (or
regional aspirations)
•A partner that puts skin in the game, crafting the strategy
also performing the execution if needed
Our value proposition
A multi‐disciplinary center of excellence for the
development of marketing communication
solutions that create demand for international
companies with operations across Latin America.
McCann MIA:
Truly platform and geography neutral
We create Consumer‐centric, platform‐neutral, brand‐driven
communications solutions, tailor made for Latin America
Consumer
Engagement
With a senior team based in Miami
Martin Ortells
Integrator by
excellence has lead
project on every field Rafael Camacho
Giacomo Bertaina known to man Almost 30 years of
Impassioned multicultural experience wrestling
digital mind with 15+ years of with the most
experience and a pioneer in complicated marketing
digital marketing strategy challenges throughout
the region
Rodrigo Perri
Josafat Solis Brazilian by birth,
Creative citizen of the world by
metamorphed choice. Marketing guts
into planner with with strong technology
the most accute flavor
eye to unearth
actionable
insights
Carlos Gutierrez
Globetrotter channel
specialist, media
Chavo D’Emilio expert and digital
One of the most entrepreneur
renowned content
creators of Latin Daniel Monrroy
America Global ideas from
Mexico to the
world
• Dominican Republic • Puerto Rico • Venezuela • Mexico • Trinidad & Tobago •
Brazil • Uruguay • Argentina • Chile • Paraguay • Bolivia • Peru • Ecuador • Colombia
• Jamaica • Honduras • Nicaragua • Costa Rica • Honduras • Guatemala • El
Salvador.
and our clients…
We have the knowledge
•600 hour of qualitative investigation
•3000+ quantitative interviews
•Over 3 million dollars in syndicated research
Every Year
• Specialized unit, focused on the emerging consumer.
• Qualitative tool to track the constantly evolving consumers in the region.
Curiosity • A permanent panel of consumers in Argentina, Brazil, Chile & Mexico on media
Panel and product consumption habits.
• An online research software that gathers and sorts information in real time.
Wave • Yearly global research on Social Media activity
Planners • Community of interconnected strategic planners throughout Latin America.
Community
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• Optimal touch points mix including media, POS, mobile and more.
UMCA
• Determines budget allocation across all contact points.
• Multimedia budget optimizer
Matrix
• Identifies business potential across different target groups
BPT
• buzz in the digital space.
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Our business focus
•Our robust knowledge center allows us
not only to have a unique interpretative
perspective of the Latin America reality
but also to translate it into real business
opportunities
• 4-group segmentation: multitasking
moms, Up-to-date traditionalists, neo-
feminists and transgressor liberals
• Redefine patterns of consumption and
spending
Wal-Mart
Central America
Limited brand appeal
Evolving concerns
Re-excite Chevrolet brand
perception to increase (future)
consumers’ consideration.
Create a dialogue with Gen Y
audience.
Learn
A collaborative road trip guide An open interface (API) that
to Latin America, Africa and integrates popular social sites
Middle East
Platform is running with hundreds
of published trips.
The project – and Chevrolet – were
mentioned in blogs and social networks over
1000 times. 50% of the site’s traffic comes
from referring sites.
500K watched in a month.
More than 1 million people interacted with
campaign messages in 2008, generating
more than 2 million interactions (video,
visits, blog comments, blogs).
Over 7% of the people who visited the site
continued surfing the Web and visited the
Chevrolet brand site, a high figure for such
activity.
• We are flexible and integrated
• We operate on an open architecture approach
• We have unparallel talent
• We have rich knowledge and resources
• We engage consumers in every touch point
• We reach every corner of Latin America
• We generate real results for our clients
