Monday, January 18, 2010

The Best of Spanish-Language Marketing in 2009

NEW YORK ( -- Adlatina, one of ad age's international partners, searches Latin America and Spain for the best marketers, ad agencies and industry executives, and publishes an annual ranking called "Los Destacados" ("The Outstanding Ones"). Listed below are Adlatina's top 10 marketers for 2009.

Mother's Buenos Aires agency, Madre, revamped Molino's conservative soup brand Mama Lucchetti with an award-winning campaign focusing on, appropriately, mothers. Animated characters acted out bizarre family kitchen scenes accompanied by the song "Mahna Mahna," made famous by The Muppets and "Sesame Street." Consumers quickly invented their own versions, and the repositioned brand soared from No. 12 in recall among food brands to No. 2.

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