Peru: Alicorp to integrate communication of its consumer brands in Latam

• The company solicited proposals from global networks of advertising and communication agencies present in the countries where it operates. It will evaluate aspects such as trajectory and experience, methodology and talent, level of creativity and strategic efficiency, among others

Alicorp will implement in the next 24 months an integrated communication model centralizing in one global network the advertising management of all. its brands of mass consumption. A " One Stop Shop " for ATL specialties, media, digital marketing and CRM.

"The goal is to offer the highest level of quality in strategy, creativity and advertising production, independent of the size or billing of the country.Transfer a single message that can be adapted to each geography and n & Any platform. "» Noted Patricio Jaramillo, vice president of Mass Consumption Peru and Conosur of the company

This research is based on an analysis of the different models in the world, as well as the review of the experiences of Other businesses and Alicorp's own challenges. find the team that best fits the current reality of the company with a multilina presence.

"Today, we work with more than 20 agencies in different countries, and in this line, integration will allow us to align the capital of our brands," adds Jaramillo [19659006]., Publicis One and WPP, will evaluate aspects such as trajectory and experience, methodology and talent, level of creative solution and strategic efficiency, among others.

Integration will begin with ATL and Media, and in the next digital phase, and the markets will start in Peru, Argentina, Ecuador and Brazil, and in a next phase in Bolivia.The process, initiated in June with the call to global networks, will take about 24 months and will be progressive as it will be adapted according to the needs and conditions of each market.

"At Alicorp we apply a management model based on the consolidation of A Solo Alicorp. According to this model, we seek to have a single Alicorp seal anywhere in the world, "concluded the executive.