LATAM Airlines Group, which operates the LAN and TAM brands, has chosen Interpublic Group as its new global agency network for markets in the Americas, Europe and Oceania where the company operates.
Five large agency holding companies participated in a competitive review, which began in March of this year. The selection process considered the presence of each agency’s network in the region where LATAM Airline Group companies operate; the history of work/contact with the groups; structure, governance and résumé; client and partner feedback; the level of complexity in inserting each agency into the daily activities of LAN and TAM; tools available and utilized by each group; and, finally, their performance on a test case, with a creative and strategic exercise.
“Each of the groups presented excellent proposals and we are very happy with the conclusion of this process. Our next big challenge is launching the LATAM brand in the first half of 2016. Now, we will focus our efforts on promoting IPG’s immersion into our company’s culture and implementing a global work plan. We have joined forces with our current partners to ensure all ongoing projects reach completion by the end of the year,” said Jerome Cadier, VP of Marketing at LATAM Airlines Group.
LATAM's new marketing and communications partner will be responsible for planning, creative, media, performance, social networks and CRM in the 24 countries where TAM and LAN currently operate. The IPG solution revolves around an integrated, bespoke agency team -- named Graphene -- that will be fully dedicated to LATAM Airlines.
The IPG team will be led by McCann Worldgroup and IPG Mediabrands, and includes talent and tools from McCann, Initiative, Reprise, Cadreon, MRM//McCann and Craft, as well as from a senior IPG corporate executive. Key to the model's design is its flexibility and access to the full range of communication services from across IPG worldwide.
Graphene will provide unified, integrated marketing communication services in all geographies that LATAM Airlines Group operates, ensuring the brand is efficiently and effectively brought to life. With this new service model, LATAM Airlines Group will simplify processes, improve coordination and communication between different countries, and streamline the use of resources -- all designed to ensure more consistent, integrated, and valuable marketing programs.
Michael I. Roth, Chairman and CEO of Interpublic Group, said, “We are honored to have been named by LATAM Airlines Group and look forward to the opportunity to make significant contributions to building their business. This kind of integrated model is one that we have championed at our company, through our customized "open architecture" solutions, and one with which our clients have seen great success. It's an approach that’s ideal for a progressive company like LATAM Airlines Group, in that it will enhance their ability to reach consumers with consistent, powerful and targeted brand message, across marketing channels and geographic borders."