Who and what is Eikon Digital?
We recently reported about the exclusive deal DSP Dataxu signed with Eikon Digital. But what is Eikon Digital. Is it a new agency and tech company targeting the U.S. Hispanic and LatAm space? What, if any, is its relationship with Orange? Portada interviewed Alejandro Rodriguez, CEO of Eikon Digital in the USA, until recently SVP of Advertising Services at Orange Americas, for Eikon Digital to find out.
"Eikon USA is focused on providing trading and technology services to agencies and clients as well as premium media representation for both the U.S. Hispanic and Pan-regional markets," Rodriguez tells Portada.
Eikon Digital was established 12 years ago as a digital agency in Colombia by Julian Jaramillo, who also held senior positions at Colombia's Ennova and RCN Entretenimiento. Jaramillo worked and expanded to Mexico and the U.S. at the beginning of 2014. Kate Canel was the first of several senior hires in the United States, these hires also included David Hoover, VP at Eikon Digital, who previously worked at Medula Networks and U.S. Media Consulting. Eikon's main executives are Julian Jaramillo (CEO Colombia), Victorio Lorandi (CEO Mexico) and Alejandro Rodriguez (CEO USA). The company is self-funded . In the US, Kate Canel is the VP of Sales covering both pan-regional and US Hispanic.
Asked whether he would characterize Eikon as a DSP, SSP,DMP or even a combination of them or smth else? Rodriguez notes that Eikon Digital has developed a number of successful divisions. A Premium Representation division, a Trading Desk division and a Technology Sales division "Eikon doesn't develop its own technology and it is transparent about it. But at the same time, we don't believe in white labeling somebody else’s technology. We do however use a number of different world leading platforms (such as DSPs, SSPs and DMPs) to help our clients achieve their goals through our Trading Desk."
According to Rodriguez, Eikon has already established business relationships with the largest agencies in the US Hispanic and pan regional markets including Media 8, Group M, Acento Advertising, The Rodriguez group, Grupo Gallegos among others.
One of Eikon’s strategies is to build an operations hub in Colombia that serves the entire region for companies of the group and for external companies. In addition, "In Colombia (and only in Colombia) Eikon is the official rep of Orange Advertising inventory," Rodriguez notes.
Eikon US signed a strategic partnership agreement with nstepa to develop sales in the US Hispanic market. Among the properties managed by nstepa is Marca, a leading sport publisher with news about the major events relevant to Latinos. In addition to Marca, Eikon also represents Playwire, the former Intergi, and Publimetro, the Latin American free newspaper chain owned buy Metro International, for Pan Regional markets. (Jaime del Toro, who previously led Spanish publishing house Unidad Editorial efforts in the Americas is the CEO of nstepa or Next Step Advertising).
"We also exclusively represent Dataxu, one of the world’s leading DSPs, in Latin America (excluding Brazil) and the US Hispanic market. So we are able to sell its license to clients that want to use the platform. And we are adding other exclusive licenses as part of our strategy of becoming a leading technology vendor in the region."
The SSP (Supply Side Platform), Eikon works with is appnexus, although Rodriguez notes that "programatic supply is not our focus we are more focused on programmatic demand (DSP)." As DMP, Eikon uses Dataxu mainly.