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Panregional Advertising and Media Summit

How to Reach Latin American Consumers & The Panregional Media Buy
Panregional Advertising and Media Summit - Miami, June 4th, 2009 - Mandarin Oriental Hotel

Conference Schedule

To download the Conference Program, click here.

Confirmed Speakers / Panelists

Date	Time	Speaker	General Theme	Key Points

Jun 04,2009	8:15 a.m.	.	Registration

Jun 04,2009	8:30 a.m.	.	Continental Breakfast

Jun 04,2009	9:00 a.m.	Introduction by Marcos Baer, Publisher of Portada

Jun 04,2009	9:05 a.m.	Cynthia Evans, Managing Director at GroupM/Mediaedge:cia, Director of Research of Latin America, Account Director Colgate	OUTLOOK: The Increasing Integration of the Advertising and Media Business in the Spanish-Speaking World	Description: Several factors are driving to an integration of the media business in the Spanish-speaking world (Latin America, Spain and US Hispanic). Which are these factors and how is the production, distribution and marketing of content (editorial and advertising) being affected by them?

Jun 04,2009	9:45 a.m.	Guillermo Morrone VP Marketing Head Consumers and National Accounts, Mastercard Worldwide	CLIENTS – FINANCIAL SECTOR: “Why is Mastercard’s Latin American Priceless Campaign a continued success?”	Description: A case study detailing national and panregional media buys by Mastercard Latin America. Questions the case study will answer include the following: How does Mastercard’s global “Priceless” campaign impact its Latin American Advertising and Marketing? How do national and panregional ad buys reinforce each other? What media mix does Mastercard use to reach Latin American consumers.

Jun 04,2009	10:30 a.m.	Alexandra Salomon, VP International Marketing, Zinio	CONTENT: Usage of Online Content in Spanish-Speaking Countries	Description: How does online content usage in Latin America differ from other regions of the world? Where do the opportunities and challenges for marketers and publishers lie? How does consumption of other media impact online usage.

Jun 04,2009	11:00 a.m.	.	MORNING BREAK

Jun 04,2009	11:30 a.m.	Moderator: Christopher P. Ramey, President, Affluent Insights. Chairman, The Florida Luxury Marketing Council.	CLIENTS - LUXURY GOODS Luxury Goods Advertising Panel:	Description: Latin American newspapers and magazines have been the classical vehicle for luxury advertisers. What do luxury goods marketers want from print media going forward? What other media need to be in the mix? What role does branding play? What is the connection between international-panregional and national branding and direct response campaigns?

Jun 04,2009		Panelista: Myriam Duhau, Latin American Marketing Manager, Salvatore Ferragamo

Jun 04,2009		Panelista: Natalia Vasco, SVP Managing Director of MPG International

Jun 04,2009		Panelist: Dan Austin, Partner ReMARKETING

Jun 04,2009		Two more panelists TBD

Jun 04,2009	12:15 p.m.	Franklin Vargas, Director Latin American Marketing, Genius	CLIENTS – INFORMATION TECHNOLOGY: The pros and cons of the Panregional Media Buy from the perspective of a large IT company	Description: Latin America is a heterogoneous market. Hear from an important player how Genius buys media in Latin America and how the strategy differs per country. Outlook into 2009 and 2010.

Jun 04,2009	1:00 p.m.	.	AWARD LUNCHEON	Description: Lunch. Portada’s Panregional Media 2009 Award Ceremony. Find out who were the most voted candidates! Welcoming Remarks by Award Sponsor

Jun 04,2009	2:20 p.m.	Jimena Urquijo, VP Business Development TGI Latina.	CONSUMER RESEARCH: How is the Global Economic Crisis affecting the Latin American Consumer: The latest Findings	Description: Which current trends are affecting the Latin American Consumer. Which factors correlate with media consumption: Health-Wellness Trends, Financial Crisis, Corporate Responsibility and environment? How is the fact that more women are entering the labor force affecting Media consumption?

Jun 04,2009	3:00 p.m.	Edward ("Ed") Pilkington, Marketing & Innovation Director, Latin America & Caribbean, Diageo	KEYNOTE ADDRESS: “Latin America’s Emerging Middle Class: Opportunities for a Global Premium Drinks Business”	Description:, Over the last 15 years the number of Latin American citizen in the middle class has increased from 268 million to 362 million, according to World Bank data. Latin America amounts to 25% of the global Johnnie Walker business and is a very important market for other Diageo brands including Smirnoff, Baileys, J&B, José Cuervo, and Guinness. Mr. Pilkington will detail how Diageo’s marketing and advertising platforms are reaching out to the emerging Latin American middle class and whether the current economic downturn is threatening this positive consumer landscape.

Jun 04,2009	4:00 p.m.	.	AFTERNOON BREAK

Jun 04,2009	4:25 p.m.	Moderator: Joe Kutchera, Director of Spanish-Language Markets, Contextweb.	TARGETED ONLINE ADVERTISING Panel: New Ways to target Spanish-speakers online	Description: Behavioral targeting, search, contextual targeting, re-targeting, day-part and language targeting: What does this all mean? Join leading brand marketers and interactive agencies on a panel discussing how they utilize new targeting technologies to reach Latin American consumers. Specifically, each panelist will present a case study about one of their successful online media campaigns, what targeting technologies they utilized, how they incorporated these strategies into their offline campaigns, and what reports provided insight into consumer behavior online in Latin America.

Jun 04,2009		Panelist: Igal Rubinstein, Founder and Executive Director of S.com.mx, a Mexican online insurance website.

Jun 04,2009		Panelist: Giacomo Bertaina, Digital Strategy Director, McCann Worldgroup, Miami

Jun 04,2009		Panelist: Vinicius Losacco, Marketing Director Latin America, Warner Brothers

Jun 04,2009		Panelist: Alex Banks, Director of Latin America, ComScore

Jun 04,2009	5:25 p.m.	.	Adjournment