Guerilla advertising
Article Abstract:
Bombril of Brazil has been using the Garoto Bombril The Bombril Boy character for about 21 years. The television marketing campaign in which Garoto Bombril stars appeals to intelligent housewives, noted copywriter Washington Olivetto. Olivetto helped art director Francesc Petit create Garoto Brombil in 1978. The character is used to market the different kinds of household products marketed by Bombril. Garoto Brombil has appeared in over 200 spots which feature a continuous eye-to-eye style. Bombril marketing director Alvaro Novaes noted that brand image is very steady due to the use of print, television and mass media.
Publication Name: Media International
Subject: Business, international
ISSN: 0266-8688
Year: 1998
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On the ball in Brazil
Article Abstract:
Bates Worldwide's desire for the British American Tobacco (BAT) account in Brazil is pushing its deal with Newcomm Communications, which is also its bid of reentry to the market. The network collaborates with the tobacco conglomerate in each market except Germany and Brazil and boasts of total billings of $6.3 billion. Company Chairman Michael Bungey cited BAT's spending of $400 million with Bates as reason for the account's attractiveness. Meanwhile, Newcomm is a startup founded in July 1997 that touts itself as the fastest expanding agency in Brazil.
Publication Name: Media International
Subject: Business, international
ISSN: 0266-8688
Year: 1998
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Sporting chance
Article Abstract:
Publisher Walter de Mattos is planning for the growth of its national sports daily Lance! of Brazil. Lance! is scheduled to unveil regional editions for Bahia, Gerais, and Grande do Sul in 1999. Lance! presently offers regional editions for Sao Paulo and Rio de Janeiro. However, De Mattos took the unusual step of letting investors gain ownership of Lance! In addition, Editora Globo unveiled the Epoca newsweekly into the Brazilian magazine market in May 1999. Editor Globo has put $35 million at stake with the Epoca launch.
Publication Name: Media International
Subject: Business, international
ISSN: 0266-8688
Year: 1998
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