StarMedia Network Inc.,
which operates an Internet channel network in Latin America, selected
Ogilvy & Mather, Miami, to create a pan-regional primetime television and
print
advertising campaigns slated for launch this month.
Also, International Advisory Group will organize several large-scale, high-
level conferences in key markets beginning with Mexico, Brazil and Argentina,
while Edelman Public Relations Worldwide will conduct media relations and
organize consumer events throughout Latin America. In 1998, StarMedia will
spend more than $21 million to further develop brand awareness and extend its
top position in the region.
“StarMedia Network is the traffic hub for the Latin American Internet,” said
Fernando Espuelas, CEO and chairman of StarMedia Network Inc. “Being in market
for over a year as the only pan regional mover, with the largest online sales
force in the region backed by aggressive branding campaigns, has enabled
StarMedia to become the power brand for the 18- to 34 year-old Latin American
online consumer. Our new campaigns bring home the fun and power associated
with the Internet, making the online experience synonymous with the StarMedia
brand.”
The StarMedia Network offers communications, retail services, information and
entertainment programming in Spanish and Portuguese. The network features a
portfolio of 12 channels in such categories as sports, news, financial and
computing information and a set of in-language community building
applications.
Said Anthony Nieves, regional client service director at O&M Miami: “As the
Latin American online market continues to increase three times faster than
anywhere else in the world, StarMedia’s audience sustains the fastest growth
rate of any Internet company in the region.”
International Advisory Group was recently retained by StarMedia to produce a
series of high-level conferences designed to enhance StarMedia’s position. The
events, which kick-off with a program on June 9 at the Club de Industriales in
Mexico City, are produced by IAG specifically for a select audience of the
region’s key business leaders. The theme of the roundtables is “E-Commerce:
Turning New Media into New Profits.”
