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The agency invited well known Argentine bloggers to cooperate daily with Lay’s site.

Lay’s campaign launched in March this year, centered on making each day of the week “a great day,” comes to an end by raising the bet on the digital scene. After having appealed to hotsites, banners and Facebook, this time the BBDO Argentina team presented a collective blog.

Gustavo Gaion, Media director of the agency: the new structure aims at contributing “a competitive difference.”

As part of its repositioning with a view to doubling its results over a five year period, Ogilvy Brazil announced the launching of their Projects and Content area within their Media department, headed by Gustavo Gaion. Luis Monteleone was promoted to lead the new area. In conversation with adlatina.com, Gaion highlighted a lead role for Internet andmobiles in the future of the country’s media innovation.

Juan Cravero and Darío Lanis’ agency will be in charge of the editorial development, and the overall communication of the brand.

Mapa de las Artes, the free bimonthly guide that covers the multiple cultural possibilities offered in the City of Buenos Aires, chose CraveroLanis to work on editorial development, positioning and the overall communication of its brand.

For Docmac, the more invasive online advertising formats are falling into disuse.

Four months after taking over the presidency of Interactive Advertising Bureau of Chile, Marisol Docmac pointed out that the online investment in our country is not yet comparable to the high level of national penetration of the Web in the region. Responding to adlatina.com, she identified the new and old advertising formats and spoke about IAB’s plans.

The four companies together account for 5 million of the active lines in the country.

In Paraguay, the four mobile telephone companies –Vox, Claro, Personal and Tigo- invested 9.2 million dollars in advertising between January and May this year, almost the same as that registered for the first ten months of 2007. This number places them among the main advertisers of the country.