The 2012 Latin American Advertising and Media Award Winners, sponsored by Microsoft Advertising were announced yesterday at the 2012 Portada Latam Advertising and Media Summit which took place in the Fontainebleau, Miami Beach.

Portada's team congratulates the winners in the 7 Award Categories! Winners had to go  through a very challenging selection process: First Portada's audience all over the Latin world voted (U.S. Hispanic, Latin America and Spain), then Award Jury Members Raquel Solorzano, Regional Media Director, Diageo, Carlos Vaca, CEO, BBDO Mexico, Jose Ruiz, Latin America Marketing Director Oracle and Olga Martinez, Marketing and Innovation Manager Latin America & Caribbean at Diageo were given 70 votes each to spread among all categories. So the process had both a democratic component  and industry expertise! Congratulations to the winners!

Top Content Provider to Latin Audiences

Grupo Expansión

Top Latin American Digital Media Agency

Media 8

Top Digital Media Innovator in the Latin World


Top Panregional Advertising Campaign

Sony PlayStation – MTV Game Awards – MEC

Top Panregional Digital Advertising Campaign

Havas Media Miami – Paco Rabanne Lady Million Blog

Top Panregional Integrated Campaign

Procter & Gamble: "Gracias Mamá"

Top Panregional Advertising and Media Professional of the Year 2012

Diego Teran, Managing Partner, MEC


1- Top Content Provider to Latin Audiences

Grupo Expansión

With a variety of vertical websites and magazines (including the sports, entertainment, general news, business finance, real estate and local categories), GEx offers high quality content to 1/3 of Mexican Internet Users. Among Grupo Expansion´s magazines: Elle, Quién, Travel&Leisure, InStyle, CNN México, CNN Expansión, Obras, Dinero, Quo, Manufactura, etc…Among Grupo Espansion´s sites:,,,,, etc.

2- Top Latin American Digital Media Agency

Media 8


Media 8 is a Digital Marketing agency. Services include Strategic Planning, Digital Media, Digital Creative, Web Development & Advanced Analytics. Among its clients we can find Sony, HBO, Cine Latino, Dish Latino, CAT, Oster, Ford, etc.

Marcos Baer, Publisher of Portada, Paul Suskey Co-CEO and Founder Media 8, Andres Navarro, Commercial Director Mexico, Microsoft Advertising -Prodigy

3- Top Digital Media Innovator in the Latin World


Outbrain is the leading content discovery platform, reaching a highly engaged audience through distribution on top publisher sites. The core objective of Outbrain is to help readers discover interesting, quality content and by doing so, Outbrain provides publishers a service to increase traffic, page views and generate revenue. Outbrain works on all content distribution platforms, leveraging proprietary algorithms that recommend “further reading” content, customized for each individual reader. Outbrain recommends content across a network of more than 70,000 websites which includes over 200 premium publishers like CNN, Fox News, MSNBC,, and Hearst and Gannett newspaper and television properties. With partners such as Univision, CNN en Espanol, CNN Mexico and

Erik Cima, VP for Latin America and US Hispanics markets, Outbrain.

4- Top Panregional Advertising Campaign

Sony PlayStation – MTV Game Awards – MEC


MEC created an award show for video gaming. MEC led all aspects from the conceptual development to the airing of the event. The awards were the answer for PlayStation’s challenge to reach broader audiences through an entertainment platform while keeping their hard core loyal gamers engaged. The MTV Game Award show reached more than 6 million people across 17 markets in Latin America and gave PlayStation the opportunity to establish and industry standard for the region in gaming.

A 5 month comprehensive multimedia campaign was deployed promoting an exclusive PlayStation award titled “The Most Unexpected Gamer”.  MTV also created a unique microsite that hosted the show and the voting platform for all the competing categories. The event had a positive reaction from media that amplified the coverage before and after the event. Social media played an important role and both MTV and PlayStation pages worked together to keep all fans posted on every development.

Results: The awards show reached more than 6 million people 12 to 34, generated an estimated press value of $656K and production value of $816K, more than 350K votes where register for the contest across 17 markets in Latin America. The awards contributed to increase ad recall by +5% and gained positive image vs. Nintendo on friendly, social, creative attributes; PlayStation sales increased by +18%.

Diego Teran, Partner at MEC won the Top Panregional Advertising and Media Professional of the Year Award. From left to right: Jose Ruiz, Latin American Marketing Director, Oracle, Raquel Solorzano, Regional Media Director, Diageo, Marcos Baer, Diego Teran, Andres Navarro, Commercial Director, Microsoft Advertising – Prodigy Mexico, Olga Martinez, Marketing and Innovation Director Latin America and Caribean at Diageo and Carlos Vaca, CEO, BBDO Mexico.

5 – Top Panregional Digital Advertising Campaign

Havas Media Miami – Paco Rabanne Lady Million Blog


This campaign focused on creating valuable and meaningful connection between consumer and brand, creating interesting content, engaging and entertaining personally with consumers to create an intimate relationship.

Blogging was a great opportunity in the target, because we found that it is 125% more likely to use blogs than the rest of the population. We Developed a strategy for Latin America, based on the creation of a character (Lady Million) whom  represented the lifestyle of the brand and gave life through a blog. The character was first integrated into the Sony TV show "Los caballeros las prefieren brutas." Then tracked in social media platforms through short films and contests.

Results: 200% increase in sales (vs. 50% of original target) 22% increase in Word-of-mouth digital (vs. 20% original target). Excellent visibility: 73% reach (40% more than target ), more than 35 million impressions (110% more than the initial target). Interaction: Blog Shares: 1,366. Blog views: 124,278. Unique visitors: 81.470 (140% vs. average). Efficiencies: Reduction of 64% CPM vs. regular campaigns. Increased 100% digital projected goals.

Fernando Monedero, Digital Director Havas Digital, Alicia Powell and Marcos Baer.

6- Top Panregional Integrated Campaign

P&G: "Gracias Mamá"


P&G, a Worldwide Olympic Partner, in 2012 launched the "Thank You Mom" global campaign for the 2012 Olympic Games. The campaign started with a day by day count to the Olympic Games Opening Ceremony in London. It is the campaign with he largest impact in P&G's history. It will end when the Olympic Games close. The spots were filmed in four continents. Local actores and athletes participated in each of the four production locations: London, Rio de Janerio, Los Angeles and Bejing. The campaign includes digital media, social media, TV and print media properties.

7- Top Panregional Advertising and Media Professional of the Year

Diego Teran

Diego is Managing Partner of MEC. Diego was instrumental in winning SONY ELECTRONICS as a client for MEC. This was the first time that SONY appointed a media agency to consolidate and run it’s business. Diego led the team that manages all products including Bravia, Cybershot, VAIO, Xpold, Alpha among others. His role on the account includes the creation of regional strategies, implementation and supervision of regional media plans. Diego has successfully been leading regional clients since 2006 with broad category experience including: Electronics, Business to Business, hospitality, consumer package goods, video gaming amongst others. He has witness the evolution of digital media and social media in the region which combined with his technical knowledge in traditional media make him one of the few senior executives able to develop complete integrated campaigns from TV to mobile platforms.


Portada Staff

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