Challenge:

• P&G Prestige needed to replicate and adapt it’s global multi-branding programming for LATAM.

Strategy:

• Integrate 4 of P&G brands in one same TV format for Latin America. Work on Content Integration more than traditional TV Spots.

Execution:

• We helped create Project Runway Latin America’s unique content while incorporating Procter and Gamble brands such as Head and Shoulders, Pantene, Olay and Covergirl for season one and China Glaze products for season two. We also sourced and helped cast different talents such as fashion designer Ángel Sánchez and model Rebecca de Alba.

Results:

• The first 2 seasons of PR were the most profitable and strong in terms of Sponsors and Content Integration Strategy.