What: Programmatic audience company Xaxis announced the promotion of Lucas Mentasti to CEO, Latin America.
Why it matters: Mentasti is promoted from previous role as managing director, Latin America, where he grew business from inception to more than 250 clients across the region.
Programmatic audience company Xaxis announced the promotion of Lucas Mentasti to CEO, Latin America. Mentasti was previously managing director, Latin America and the first employee dedicated to the region. In this role, he successfully launched Xaxis operations in Miami, Mexico, Argentina, Brazil, Colombia and Puerto Rico, building the Latin America business to more than 250 clients while doubling revenue each year.
Additional highlights under Mentasti’s leadership include launching the region’s first fully-featured audience buying platform, introducing lookalike modelling capabilities to the market, and growing the Latin America team from a single employee to a staff of 40. More recently, Xaxis Latin America has rolled out its industry-leading Light TV product, which allows TV advertisers to effectively reach the growing universe of “cord cutters” who are difficult to connect with via traditional television buys. In addition to its existing Latin America locations, Xaxis will open offices in Peru, Chile and Uruguay in 2017.
Prior to Xaxis, Mentasti served as vice president, digital director for Latin America at Starcom MediaVest, where he was in charge of digital products for all company clients in the region. Previous experience includes positions at Havas and DDB in his native Argentina. Mentasti began his career at Boston Consulting Group doing analysis for telecommunications, financial services and heavy industry projects. He received his B.A. in Business Economics from Universidad Torcuato di Tella and M.S. degree in Integrated Marketing Communications from Northwestern University.
“Latin America is one of our fastest growing markets and Lucas has played a key role in establishing Xaxis as the region’s most capable and effective partner for audience-based media buying,” said Xaxis global CEO, Brian Gleason. “He has done a superlative job in driving increased adoption of programmatic among the region’s largest advertisers and we look forward to his leadership as we continue to grow our footprint and capabilities in Latin America.”
“Programmatic in Latin America is growing at a furious pace as major advertisers continue to expand the role of audience-based media buying within their overall spend,” said Mentasti. “The response to Xaxis over the past three years has been enormous as advertisers have seen the jump in performance we are able to deliver in support of their country and region-wide campaigns. I am excited for this new opportunity as we take Xaxis Latin America to the next phase in its development.”