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!
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!