Kinetic Worldwide, Latcom, and Mediakeys have seemingly come together to form the Smart Alliance – described as the world’s first global-scale ‘platform’ facilitating neutral access to out-of-home inventory and audiences across 250 markets.
We’d argue that it is hardly a platform – more of a loose cooperative arrangement (because Kinetic have no offices in Latin America and in some of the Mediakeys locations) and its really an alliance of business groups with regional strengths looking to cooperate.
Anyway, the platform is a claimed industry first, we quote “allowing clients to buy media around the world in one simple location”.
The Smart Alliance brings together the complementary expertise and geography of all three companies in one easy-to-access platform. The platform offers brands and their agencies a vital one-stop shop creating enhanced efficiency and accountability for any campaign.
Mauricio Sabogal, Global CEO of Kinetic Worldwide told us “Smart Alliance creates the perfect platform for us to deliver increased efficiencies to all our accounts and to continue expanding our international footprint,”.
The platform’s operations will be managed via a global hub. The hub will be dedicated to optimizing delivery on behalf of the alliance whilst each company maintains management over strategic planning and client operations in their home regions.
Valentin Bueno, Global CEO of Latcom said “We have been extremely successful in creating value for our clients across Latin America, and we are finding that they are increasingly asking us to look further afield. This deal enables us to do that”.
The Smart Alliance will utilize Kinetic for North America, China, India, and Northern Europe; Latcom for Latin America, Spain, and the Caribbean; and Mediakeys for Central Europe, Eastern Europe, Middle East, Africa, Southeast Asia, Japan, Korea, and Australia.
Paul Cahierre, CEO of Mediakeys said “The strategic fit for us is perfect and plays to our strengths, whilst enabling us to bring further advantages to our clients”.
Combined, the Smart Alliance platform gives its clients access to over 250 markets, 60 offices, and 1000 employees.