Latin American Trendsetters: A new media agency is born in Latin America--with a kick-start from Red Bull
Camilo Concha, who served most recently as President of PHD Latin America, has launched his own media buying agency for region, based out of Miami. Called Smaart Media (that's 2 "a"s), he surprised the media specialist community this August by winning the Red Bull account. (He joined the pitch as a late entrant.) Austria-based Red Bull is the most popular energy drink in the world, known for its aggressive marketing and ties with extreme sports.
Concha credits the win to his company's emphasis on "experienced people trained in both marketing and analytics." This reflects two principal strengths in his background. His media expertise was developed during his years spent at Omnicom, while his emphasis on metrics is a result of several roles in research and market intelligence at BAT/British American Tobacco in both Europe and Latin America.
In fact, Smaart Media is so named to demonstrate the company's philosophy: Strategic, Measurable, Actionable, Aligned, Results-oriented and Timely-implemented. However, CEO Camilo Concha believes that his company's principles are strong differentiators. He outlines them simply: "We do not risk Talent for Remuneration. We do not alter strategy for further benefits. We do not hire expert-less personnel. What we commit to, we accomplish or reject remuneration. Our company is 100% auditable."
