Highlights of Belen’s  talk:

  • Efficiency of objectives have multiple layers: Consolidate media agencies, negotiation without intermediation, measure every day and talent.
  • Strategies have resulted in reduced costs by 12% and improved optimization by 18%.
  • Moved from extremely centralized to completely decentralized organization and are moving towards a middle course of global thinking and local delivery.
  • New brand idea for Telefonica: The power to transform.
  • New brand idea for Moviestar: Life is better when you share it.
  • Change model of investment with agency remuneration from percentage to fee.
  • Seven global initiatives: video and content, applications, cloud services, MTM(smart cities, electric cars), E-health, IT security and financial services.

Watch here Belen Amatriain's Keynote Speech!

Part 1


Part 2


Part 3


Part 4


Part 5

The 2012 Latam Advertising and Media Summit is going to take place on June 6-7, 2012 in Miami. With the 2011 edition's attendees feedback in mind, Portada is working on providing even more quality content, refined networking opportunities and some surprises!


Portada Staff

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