The Context
The win signals a shift toward integrated agency models in LATAM, where fragmented creative and media relationships have historically dominated. With Natura controlling Avon’s LATAM operations after divesting the rest of the brand in 2025, consolidated accounts like this set a new standard for regional beauty marketing.
The Takeaway
CMOs at consumer brands with LATAM exposure should watch how Natura structures performance metrics across integrated teams—consolidated models promise efficiency but require sharper accountability on ROI. Expect more pitches to favor holding companies that can deliver end-to-end in one contract.
Source: Mediapost