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The transaction covers a portfolio of established local Home Care brands across both markets, including Fab, 3D, Aromatel and Deja. The businesses play a significant role in household cleaning and care in Colombia and Ecuador.

The agreement, signed in March 2025, connects iCo Medios’ nationwide network of digital screens to VIOOH’s global supply-side platform, offering international advertisers streamlined access to Colombian audiences.

Ogilvy will take the lead on a comprehensive creative and communications strategy, including digital and social media efforts, for Cencosud and its brands: Jumbo, Metro, Easy, Puntos Cencosud (rewards program), and Tarjeta Cencosud (credit card).

Inspired by their journey, Colombia has launched a groundbreaking activation that turns these species into "guides," showcasing the country's unparalleled biodiversity.