@Summit: Gutierrez: “Let’s not fool ourselves by saying that regs don’t impact our business.”
The panel on “Panregional Advertising and Media, where do we go from here?” was one of the main highlights of Day 2 of Portada’s Latin American Advertising and Media Summit at Miami Beach’s Fontainebleau Hotel.
Moderator Paul Suskey, CO-CEO and Founder of Media 8, as well as panelists Carlos Ernesto Gutierrez, Chief Growth Officer - Latin America and Caribbean at McCann Worldgroup, Michael Jones, CEO, MEC Latin America and Giuliano Stiglitz, CEO, Orange Advertising Network had a lively discussion on the main opportunities and challenges facing the sector.
Below are some of the main statements from these major players:
Carlos Ernesto Gutierrez, Chief Growth Officer - Latin America and Caribbean at McCann Worldgroup:
“Paradigms are shifting: We would be fooling ourselves if we said that regulations are not impacting our business”. Gutierrez emphasized the concept of liquid content and branded entertainment/product placement as a creative way to comply with the regulations in some Latin American countries, most notably Argentina, Venezuela, Ecuador and Brazil.
Giuliano Stiglitz, CEO, Orange Advertising Network:
Stiglitz noted that while digital advertising is clearly growing in the region, the impact of the new regulations mostly affecting the Cable TV industry have not increased digital spend significantly. For digital media expenditures to increase substantially, two things need to happen, according to Stiglitz. “First, there needs to be a change in the way publishers position themselves in the market. Second, agencies need to adapt and be able to buy online audiences the same way they buy TV media.”
Michael Jones, CEO, MEC Latin America
“Latin America is an incredibly TV dominated market. However, it is increasingly possible to do a panregional campaign were TV is a minority partner.” According to Jones, the regulatory challenges can also be seen as an opportunity for clients to adopt creative media solutions. According to Jones, a big advantage for panregional marketing in Latin America is the fact that the region only has two major languages.
Note: The 2013 Portada Latin American Advertising and Media Summit will take place in Miami on June 5 and 6, 2013.
Trackback from your site.