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Martel et Compagnie
465 rue McGill, 8e Etage
Montreal, Quebec H2Y 2H1
+514 525 4290

Jean-Pierre Martel

President & Chief Creative Officer


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Leo Burnett Mexico Startup Competition Awards First-Ever Winner

Leo Burnett Mexico’s inaugural Latin Labers competition crowns winner from more than 120 submissions.

Leo Burnett Mexico created a platform to connect with startups throughout Latin America, titled Latin Labers – a Spanish pronunciation play on the name Latin Lovers. The venture-advertising program was created to bring the agency’s expertise in building brands to the entrepreneur community, selecting as a winner the startup that most exemplifies Leo Burnett’s Humankind approach.

“We are truly convinced that Latin DNA is the solution to solve the world’s most complex problems,” said Federico Russi, Chief Creative Officer, Leo Burnett Mexico. “We created this with the hope that it would be a great win-win—for us to learn and adopt the startup way of thinking and to lend our creative and strategic thinking and resources to startups that have great ideas but lack the expertise to tell their story to the world.”

The number of applicants for the inaugural year exceeded expectations, with more than 120 submissions from across Latin America. Submissions were evaluated on the Humankind scale and only work receiving a 7+ or more moved on in the competition. After a rigorous review, a shortlist of 10 was selected to present in front of an esteemed jury of creatives from Leo Burnett as well as members of the entrepreneur community.

Humankind Scale - JPEG

The prize package for the winner? MX$1,000,000 in services from Leo Burnett Mexico including time and counsel from the creative, strategy and account teams. The teams at Leo Burnett Mexico will help the winner achieve their communication objectives, fundraise and transform their idea into a brand.

Millas para el Retiro (Miles for Retirement) was crowned the winner of the inaugural Latin Labers competition. Retirement is a critical issue in Latin America in particular, where many don’t prepare for that part of their lives. Millas para el Retiro is a simple technological solution that helps people save for retirement by promoting savings through consumption, assigning a percentage of shopping expenses to be redirected to retirement savings.

In addition to awarding a winner, there were so many innovative and deserving ideas that the Leo Burnett Mexico decided to work with seven finalists, offering mentorship in communication and branding throughout the next four months.

“We were really inspired during the final round of judging and are excited to have found a way to keep Latin Labers active throughout the next several months,” said Juan Pablo Camargo, Chief Strategy Officer, Leo Burnett Mexico. “Myself, Federico and José Molina [CEO of Drugstore Mexico] are dedicated to monthly meetings with the selected brands to provide senior creative, strategic and business input to help them succeed in growing and implementing their solutions.”

Congratulations to Millas para el Retiro and to Leo Burnett Mexico for exemplifying how creativity and innovative thinking can change the world.