MTV Latam gets advertising boost

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MIAMI--MTV Latin America's restructuring of its ad sales department has paid off with a healthy roster of new clients and major increases in ad sales.

Melissa Quinoy, VP-ad sales, revamped the department at the beginning of 1999, adding staff to both the northern and southern regions of Latin America to offer more personalized service to local and pan-regional clients.

Under the new structure, the ad team managed to attract another 36 new marketers that had never before advertised on the music channel. Since May, MTV signed deals with clients including Nestle, Pepsi and MGM. The channel says its second quarter ad sales rose 20% compared to a year ago, and by another 50% in the third quarter.

"The restructuring of the team has allowed us to offer more integratedsolutions," says Ms. Quinoy. "We offer our clients the strength of our brand via different tools, which include sponsorships, on-screen presence,promotions and a presence on our Web page."

MTV Latin America recently signed up Procter & Gamble Co., representing the first time the consumer-products giant made a pan-Latin buy, according to MTV. In order to reposition its Menthol Head & Shoulders product as fresh and young, P&G chose MTV Latin America to target Latins ages 12 to 34.

The agreement includes airing TV spots on the channel, as well as a contest that will award a trip to Miami to two winners and their friends, and other prizes.

"The response we have seen in just one month . . . tells use that we have found the best place to talk to [young people] directly," says P&G's Elias Berlin. The Spanish-language channel is broadcast to more than 9.3 million homes in Latin America.

Copyright December 1999, Crain Communications Inc.

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