JWT Mexico announced today plans to expand JWT Action operations into Latin America. While traditional channels, family-owned stores and groceries, remain strong in Mexico, modern channels are becoming increasingly sophisticated. JWT Action in Latin America will aide in identifying and understanding Mexico’s shifting shopper trends and the opportunities it poses for clients. This new expansion presents vast opportunities for Mexico as the country’s economy continues to boom.
Service offered by JWT Action will include shopper marketing (through sales promotions, direct communications, coupons and digital ads); business intelligence (through Nielsen data analysis, risk calculations and ROI); research and analysis; teams focused solely on retailers; redesign of islands and gondolas, and field activations and audits.
Ron Magliocco, the global head of business development, is currently responsible for leading JWT Action in the U.S. and will also oversee JWT Action in Latin America along with Florenci Jabiu-Benne, president and senior strategic consultant.
Florencia Jabiu-Benne introduces her new JWT Action team.
According to a 2012 U.S. market survey by the Institute of Shopper Marketing, 83% of mass consumer companies plan to increase their investment in consumer shopper marketing looking forward, while 55% of these companies indicated that their investments will exceed those earmarked for digital efforts. Manufacturing companies that practice a highly evolved Shopper Marketing discipline reported that these efforts help them achieve their goals per account and increase total sales 50% faster than the competition.
In the U.S., 50% of the consumer growth in is led by Hispanic shoppers, who represent only 16% of the country’s total population. This may be a result of Hispanics becoming increasingly involved in their shopping processes by using cell phones to check prices online—this is more than other ethnicity. Hispanic consumers also spend 8% more than general shoppers because they spend more time in stores.
JWT Action’s research in Latin America will enable JWT Mexico’s clients to better understand their shoppers, retailers, and the growth potential for brands and product categories, making the agency more effective for current clients and more attractive to prospective clients.
View more pictures of the event on JWT Mexico’s Facebook.