This week’s RoundUp in Latin America covers a new joint venture formed by two local startups in Brazil: the Ad Network Denakop and the digital agency Adsolut; details of a deal that DMP Navegg closed with a food company, Friboi, applying automation and analytics in their branding initiative 'Beef Academy'; and the confirmation of Grupo ABC’s acquisition by Omnicom through Brazilian regulators.

Denakop and Adsolut announce joint venture

The Ad Network Denakop, headquartered in São Paulo, announced a joint venture with the digital agency Adsolut. As a result, the companies released a new version of Denakop’s platform, based on predictive analysis, applying algorithms to recognise user behaviour.

According to their official announcement, the new version of Denakop is able to automatically correct targeting for live ad campaigns, keeping a high CTR. The technology has been used for two contracts in Brazil — BRF Foods, a food company, and the Federal Government’s national campaign for HPV vaccination — and noted good results. Those projects had 6% or more of CTR, whereas the average digital metric in Brazil is around 1%, claims Denakop.

“Guessings and gut feelings are going away in our industry due to advanced math and computational processing. If one day we will be questioning quality over quantity, for sure we will have both with predictive analysis”, said Luís Felipe Machado, founder, Denakop.

Navegg announces deal for personalised campaigns with Friboi

Brazilian DMP Navegg announced a deal with the food company Friboi, part of JBS Group, using automation for branding and personalised campaigns. The contract covers the ‘Beef Academy’ project, whose main goal is to build relationship with Friboi’s clients and learn their behaviour patterns.

“We will customise how Friboi delivers its branded content and ad campaigns according to the browsing behaviour of the user in ‘Beef Academy’s’ environment, which means its platform, subscriptions, emails, all CRM”, said Adriano Brandão, founder, Navegg.

‘Beef Academy’ was launched last month with digital agencies (ID, Lew’Lara/TBWA) and a publisher (Globo.com). Its main goal is to be a branded content based on first-party data and third-party data to collect audience details, creating a better understanding of the customer’s profiles that will be reached through digital media.

The branding initiative will be a central part of Friboi’s marketing strategy. The content appeal begins with pre-sales, going through recipes and after-consumption contents. “We want [our clients] to feel confident when talking about beef after visiting Beef Academy”, said Maria Eugência Rocha, executive manager of meat division, JBS Group.

Grupo ABC’s Acquisition by Omnicom is Approved

The Acquisition of Grupo ABC by the North American holding Omnicom was approved by Brazilian regulators earlier this month, according to Propmark. The deal had to go through review because both companies have revenues above R$400m (£78m).

Grupo ABC controls big ad agencies in Brazil, such as Africa, LDC, DM9, among others. The value of the transaction, announced last November, was not disclosed; but also, according to Propmark, it had a payment of R$1bn (£195m) to stakeholders, Nizan Guanaes, Guga Valente, Icatu Bank, and Kinea Funding.