1435 Results

iAB

Search
Aaron Kushner, CEO, Freedom Communications
Aaron Kushner, CEO, Freedom Communications

Aaron Kushner, CEO of Freedom Communications, said that he will evaluate “in the next few weeks” whether the Los Angeles Register has a viable future as a daily. The Los Angeles Register was launched in April of this year in the Los Angeles, CA market, where it competes with other dailies including the Los Angeles Times. Kushner’s comments, which were made during an on-stage interview conducted by Portada publisher Marcos Baer during Portada’s 8th Annual Hispanic Advertising and Media Conference, are the first explicit references by Freedom Communications CEO about the possibility of discontinuing daily publication of the Los Angeles Register.

Kushner, however, does see a bright future for weekly publications. During the last several months Freedom Comunications has introduced several weekly publications including Hispanic weekly newspaper Unidos en el Sur de California.  Kushner said that the weekly publications and Freedom’s two core newspapers The Orange County Register and The Press Enterprise, Riverside, CA are the main contributors to what he claims is a “low single digit revenue growth rate” at Freedom Communications. While acknowledging challenges, Kushner praised newspapers and magazines as the only medium where consumers actually look for advertising and don’t neglect it or have technology to filter it (online or TV).

Publications are the only media where consumers actually look for ads.

Before buying Freedom Communications with business partner Eric Spitz in July 2012, Kushner was a successful entrepreneur in the greeting cards business. “Everyone thought that printed greeting cards would disappear in 10 years, when in fact they have boomed,” Kushner said. He added that there may be some parallels between the newspaper and the greeting card business.

Aaron Kushner during #Portada14
Aaron Kushner during the on-stage interview conducted at #Portada14 by Marcos Baer, publisher of Portada

When asked about his view on charging readers for online content, Kushner noted that he does not see a sizable revenue stream in it and that most readers are not ready to pay for content online, with the exception of publications like The New York Times or The Wall Street Journal.
Under Kushner’s and Spitz’s ownership Freedom Communications has been acquiring publications in markets it finds attractive (earlier this year it acquired The Press Enterprise from Belo Newspapers). When asked whether he is interested in acquiring publications in Southern California, the Freedom Communications Executive noted that his company’s nature is to be acquisitive, but he said there will be no inminent announcements of acquisitions. Kushner praised San Diego’s Hispanic newspaper Enlace, which is a unit of The San Diego Union Tribune.

The Freedom Executive also noted that there is a high correlation between voting and newspaper readership. And that newspapers play an important role in building community and creating an advanced political culture. Regarding the Hispanic newspaper sector, Kushner said that the features of Hispanic newspapers across the market are relatively uneven . He also spoke highly of the quality of many Mexican publications.

At Argentina’s 2014 IAB Now, Portada interviewed Alejandro Fishman, president of IAB Argentina as well as managing director of Yahoo! Argentina.  Fishman shared his views on whether premium inventory will be ready for programmatic trading in Latin America, on the changing habits of LatAm’s Internet audiences, brands difficulties in adapting to mobile, Argentina’s digital market and more.

According to Fishman, mobile development in Argentina, content marketing and programmatic buying were the highlights of the 2014 IAB NOW Conference that took place last week in Buenos Aires.this year’s highlights. Key questions include: Will mainstream media be adapting to programmatic media buying? Will even Latin America’s digital media properties offering premium inventory for programmatic buys?  Fishman, who answers on behalf of Yahoo!, notes that “most inventories will be effectively available” for programmatic buying.

Getty Images Argentina/ Fotógrafo: Gabriel Rossi.
Getty Images Argentina/ Fotógrafo: Gabriel Rossi.

Portada: What can you highlight of this year IAB Argentina event?

Getty Images Argentina/ Fotógrafo: Gabriel Rossi.
Alejandro Fishman. Foto: Getty Images Argentina/ Fotógrafo: Gabriel Rossi.

Alejandro Fishman: “The idea, this year, was to do something were less stress is involved -with more networking opportunities. We also tried to integrate more content with entertainment. This year’s prominent themes are related to personification, mobile and content marketing. ”

“The audience wanted a change, we bring that change. Internet is about that, at least as we see it,” Fishman adds.

Portada: How would you describe the change in the audience?

Alejandro Fishman: “The audience is constantly changing and doing different things all the time. So, the main point is to work to grasp what the audience is really doing. We have to keep working on that. I believe the change lays in that people now want to get content at any time. They also want to be able to activate it or stop viewing anytime with total freedom and flexibility. That’s what is next. ”

Portada: What role should large multimedia conglomerate play in this new digital age?

Alejandro Fishman: “They need to adapt. I am also speaking from Yahoo!’s perspective. Yahoo! was a “computer first” company and now it is a “mobile first” company. Everything is planned for mobile and if something does not run on mobile, it is not done. This is reflected in all applications recently launched by Yahoo! They are all first released on mobile, tested on mobile, with the objective to reach a nice experience for mobile and only then made for PC. We must remember that content nowadays multiplies to all screens and multimedia has to adjust to that. They are already adapting and I think they are doing very well. ”

Portada: How do you think programmatic buying will evolve in relationship to Argentina largest media companies and media inventories (e.g. La Nación, Clarín, Infobae, etc)? Are they ready to offer their premium inventory to programmatic exchanges?

Alejandro Fishman: “I am answering from Yahoo’s perspective, since our company is making a big change in that direction.  Most of our inventory will be available for programmatic buying. And we will continue working to provide premium inventory for branding outside programmatic buying. It is necessary to adapt to the new programmatic dynamic. Advertisers  are interested in buying through this methodology. In my opinion, there is no need to be radical but to go along with this change. It is not one thing or the other. You can at the same time provide inventory for programmatic as well as to offer premium inventory for branding solutions. ”

We adapt to the trends of moving towards programmatic buying, but there is no need to be  radical.

Mobile

Portada: Do you think brands are also adapting well to mobile?

Alejandro Fishman: “A little slower. But I think, just as Fernando Zerboni , professor at IAE, was saying on his talk, that they have not yet realized that there has been  a change. If nowadays everybody wants to see the content on their mobiles and tablets, the advertiser definitely should take that into account. There are e-commerce sites like Garbarino, Fravega, Mercado Libre, etc. , which are all very adapted to mobile and the experience is actually good. For instance, the Freddo ice-cream shops have an application to buy ice cream,  the advantage being that they tell you the exact delivery time and that does not fail. That is a clear example of knowing how to adapt and understanding how the consumer is changing. ”

Some brands have not yet realized that there has been a change in terms of adapting to mobile

Portada: Where do you see the main trends over the next 12 months?

Alejandro Fishman: “Programmatic buying and Content Marketing are this year’s main topics. Video is another very important subject. ”

Argentina

Portada: How is Argentina’s economic and political situation impacting the country’s digital marketing industry? 

Alejandro Fishman: “It is impacting on absolutely every industry. The digital media industry is not isolated from what is happening in other industries like automotive, real estate, etc. Still, I do not think it’s going to be a bad year at all. Investment will continue to grow because the marketing and media sectors are undergoing deep structural changes. Many companies have already understood that they need to adapt to enormous changes in consumer habits. That definitely involves investments in digital media. Traditional broadcasting, as we know it, is increasingly being questioned. ”

Traditional broadcasting is increasingly being questioned

Portada: What headwinds does the Argentine market the Argentine market lack in terms for further development of the digital marketing industry?

Alejandro Fishman: “Education. We need to educate the new generations at theuniversities and train new professionals to start working in companies with a whole new “mindset”.”

“Broadcasting is being questioned” said Alejandro Fishman, president of IAB Argentina and CEO of Yahoo! Argentina, at last week’s  IAB Now opening speech. IAB Now, which every year gathers hundreds of Argentinean marketing, advertising and media executives, was held last week in Buenos Aires.

iab.now.banner
iab now 2014Alejandro Fishman’s opening presentation focused on how to “reach the digital consumer.” “Consumers no longer want scheduled consumption, but to  choose what to consume, when and where,” said Fishman. Under the slogan “The future has a starting point” , this year’s IAB Now focused on multi-screen consumption and the measurement challenges that involve they delivery of ever more personalized content.

Consumers no longer want scheduled consumption – Fishman

Fernando Zerboni , professor at IAE,asked an unexpected question: “Who survives an accident? Zerboni believes the digital marketing industry today is  in ” an accident situation. A violent changethat makes us think differently.” Based on this, he suggested thinking outside the current measurement paradigms and marketing practices.

Profesor IAE

Along the  same line, Alejandro Zuzenberg, General Manager South Cone for Facebook , claimed that we must think of the Internet not as “interconnected computers but as a mobile network of people,” emphasizing not only the passage from computers to people, but also PC to mobile as two significant changes to digital in recent times.

There is a measurement problem in that users are measured but not people – Zuzenberg

“There is a measurement problem in that users are measured but not people,” said Zuzenberg. According to the executive, this same issue led Facebook to think ways on how to measure noy users but people’s interaction on multiple screens: “To measurement data, I am 7 different users simultaneously if I open Facebook in different devices.”

Federico Procaccini, CEO of Google Argentina, also emphasized that mobile is a crucial tool in today’s marketing. “Mobile allows connecting with people efficiently anytime, anywhere,” said Procaccini.

Personalization and real time marketing

iab now 2014Eddie Parker, director of business and planning for MindShare, said on his talk that it is key to detect real-time conversations and react to this: “reach people with the right content, at the right time.” For the executive, the keys to the “future” marketing are: take into account technological developments, culture and the speed at which the current world moves.”

The content marketing industry should provide relevant content for the users.

Armando Rodriguez, VP of Yahoo! for LatAm and the US Hispanic market, also stressed the importance of the production of specific and personalized content. “The content marketing industry should move towards providing relevant content for the user.” For the Yahoo executive it is essential to think of the different media platforms in a unified way.

Traditional TV and its’ future in LatAm

Iab Now closing panel gathered executives of some of the largest media companies  in Argentina including AGEA, La Nación and Telefé (Artear).

The panel discussed how traditional media has had to adapt to the fast changes and to start thinking on multi-screen content. The executives agreed on the need to adapt to current times, for which it does not help to think in terms of general content but to “think in terms of specific content for each platform” as Darío Gallo, editor of Clarín (AGEA) indicated. To Adrián Suar, Programming Director of El Trece & Partner & Founder of programming house Pol-Kam content should be adapted to the various media platforms. Ernesto Martelli, marketing manager of La Nacion, said “it is no longer about creating content but generating experiences.” Tomás Yankelevich, Artear programming director, noted that although TV is important nowadays we have to “look ahead and create not just television content.”

evelyn.ferroEvelyn Ferro is leaving her position as Communications Director, World Markets at IPG Mediabrands to become Sizmek’s new Marketing Communications Manager, LATAM.

At IPG Mediabrands, Ferro was responsible for internal and external communications of IPG Mediabrands agencies – UM, Initiative and BPN – in global markets, from April 2012.

Now at Sizmek, she will be responsible for leading the company’s communication and marketing strategy  in the region.

We are continuing to add the best and brightest players in the Marketing space to the speaker roster of our Annual Conference (#Portada14 on Sept. 17 and Sept. 18) in New York City.

The latest additions include:
André V. Branch, National Account Sales Vice President – Macy’s Lancôme USA
Chet Fenster, Managing partner, director of content creation, MEC Entertainment
Maria Rios, Director, Multicultural Marketing & Media Strategy, Macy’s
Xavier Mantilla, SVP Multicultural, IPG Mediabrands/Identity
Aaron Kushner, CEO of Freedom Communications
Trevor Hansen, CEO, EPMG360
Vilma Vale-Brennan, MEC Managing Partner, Multicultural Lead

#Portada14
#Portada14

The agenda of #Portada14  (the Hispanic Music and Entertainment Marketing Forum on Sept. 17 in New York City’s Scholastic Auditorium and the 8th Annual Hispanic Advertising and Media Conference on Sept. 18 in the same venue)  is designed to provide marketing, media and entertainment executives key market intelligence and the best networking opportunities.

EARLY BIRD REGISTRATION expires tomorrow Friday August 8, make sure to register!

Other major Marketing, Media and Advertising luminaries present at #Portada 14 are:

Keisha Andrews-Rangel, Managing Director, nTrigue media
Isabella Sanchez, VP, Media Integration, Zubi Advertising
Oscar Madrid, Director, Multicultural Marketing, Verizon
Ana Lucia Soto, Media Manager, JC Penney
Lyris Leos, Brand Marketing Strategy Director, JC Penney
Cesar Sroka, Group Account Director, Omnicom Group
Maria Lopez Knowles, CMO, Pulpo Media

Hispanic marketing growth drivers and challenges that will be explored include:

– A Radiography of Hispanic Music and Entertainment Consumption
Branded Entertainment: Crucial changes in the paradigm
– Inside the mind of an Internet Radio Planner
– The unended quest: How to connect in-language or in-culture across generations
– How JC Penney markets to the Latina brand muse
Hispanic print: Are national advertisers not getting it?
– The Digital Video explosion
– What is programmatic?

Already confirmed #PORTADA14 SPONSORS are:
8th ANNUAL HISPANIC MUSIC AND ENTERTAINMENT MARKETING CONFERENCE

Gold Sponsors:
Ebuzzing
GFK
YuMe

Bronze Sponsors:
Mocospace 
Prime Access

Wi-Fi Sponsor
La Musica

HISPANIC MUSIC AND ENTERTAINMENT MARKETING FORUM
Spotlight Sponsor
Batanga Media 
For sponsorship opportunities, contact Kelley Eberhardt at Kelley@portada-online.com or call 1212 685 44 41

ABOUT #PORTADA14
Portada, www.portada-online.com. the leading Source on Hispanic Marketing and Media (www.portada-online.com) is celebrating its Annual Conference on September 17 and 18 in New York City’s Scholastic Auditorium & Greenhouse with Rooftop Terrace. #Portada14 comprehends the 8th Annual Hispanic Advertising and Media Conference on Sept. 18 (www.portada-online.com/events/hispanic-conference) and the Hispanic Music and Entertainment Marketing Forum (www.portada-online.com/events/hispanic-forum) on September 17. Both events can be attended independently or through a combo ticket.
Twitter: @portada_online
Facebook: Facebook.com/Portada

What: IPG Mediabrands will launch Rally, a social media agency,  in Latin America.  
Why it matters: With its own software and processesRally will bring solutions for social media across all platforms and technology to the region. It will roll out in Argentina, Chile, Colombia and Uruguay.

rallyIPG Mediabrands has announced the launch of Rally in Latin America, a social media agency.

Rally, the social media arm of Mediabrands Audience Platform (MAP) , was first established in Asia in 2011. But now it’s being rolled out in Latin American countries including Argentina, Chile, Colombia and Uruguay.

Rally will bring to the Latam advertising market a broad offering of solutions for social media across all platforms and technology, built with its own proprietary software and processes,  including mobile solution capabilities.
 

This includes content, design, campaign planning, and customer relations. In addition, its’ scope extends to analytics and insights for daily monitoring, strategic campaigns as well as world-class crisis management solutions.

Rally will be led by Lucia Parodi in Argentina, Alvaro Morales in Colombia, Natalia Neves in Uruguay and Walter Yenes in Chile; all planning specialists.

Pablo Rodriguez, President, World Markets, Latam at IPG Mediabrands said, “Rally’s unique selling point that sets it apart from its competitors is its focus on social media proprietary tools and its affiliation to a global agency network like Mediabrands.”

“Rally is the only social media agency that combines big data, technology, and content with an RTB solution. We fuse the social strength of Rally with the programmatic buying expertise of Cadreon to generate unsurpassed efficiencies and maximize investments for our clients,” said Marina Mendez, Regional Director, MAP, Latin America.

It currently has operations in nine countries across South East Asia, five offices in Northern Europe headquartered in Denmark, and five offices in Southern Europe headquartered in Portugal and Turkey. With more than 300 dedicated social media professionals, Rally manages over 50 blue-chip clients globally in more than 20 different languages.

What: IPG Mediabrands announced the launch of Cadreon, its programmatic buying capability in Latin America that will operate through a central hub in Chile.
Why it matters: This unit will service more than 10 markets in the region, where Real Time buying is expected to grow by 67% in 2014 reaching US $836mm.

cadreonIPG Mediabrands, the media innovation arm of Interpublic Group, has announced the launch of Cadreon, its programmatic buying capability in Latin America with a central hub in Chile servicing more than 10 markets in the region.

This launch is part of an expansion strategy of Cadreon’s programmatic buying service operating in more than 25 countries across the globe.
  

In Latin America, Cadreon counts on a team of specialist in Chile working with representatives in Argentina, Colombia, Central America, Ecuador, El Salvador, Peru, Uruguay, Mexico, Brazil and Miami where they offer pan-regional services. The Cadreon team in Latin America will bring a series of services to the region including: identifying audiences and creating customized marketplaces for each client to connect with their consumers across multiple platforms.

Cadreon is one of the core specialist capabilities offered under Mediabrands Audience Platform. Its’ specialized digital performance platform integrates technology, data and inventory to target audiences in real time. Operating as an independent media buyer, Cadreon will integrate inventory and data from multiple- domestic and international -demand side platform (DSP) partners, therefore maximizing the effectiveness and efficiency of digital communications across digital display, online video and mobile platforms.

Cadreon’s mission is to find the right audience at the right time and is mainly driven by its´proprietary technology Total Tag, which enables the data collection and deep audience insights that drives further optimization of campaigns. The integration of all the capabilities, when deployed and utilized appropriately enables significant performance improvements for clients.

Unlike many other agency trading desks, Cadreon does not purchase media inventory in advance and does not arbitrage media inventory,so that it can  ensures that inventory is purchased in real time and clients enjoy the true efficiencies of real time bidding (RTB).

The future of Programmatic buying

 The study : “The International State of Programmatic” carried out by MAGNA GLOBAL , forecasts that Real Time buying will grow by 67% in Latin America in 2014 (US $836mm) and global programmatic buying will reach a CAGR of 31% by 2017.

Brazil and Mexico were identified as the most advanced programmatic markets in the region.
 

The study also predicts that by 2017, RTB will have a market share reaching 25% of the total display spend in the region. However, it reveals that in the near future the overwhelming majority of non-premium inventory will be transacted through programmatic, primarily through RTB.

Marina Mendez, Regional Director of Mediabrands Audience Platform (MAP), said, “Cadreon, our RTB platform, allows us to find and create specific audiences in Latin American by using DSPs drivers and Big Data. We have invested in talent and resources to make Cadreon a solid network in the region and to ensure excellence in ROI.”

“With Cadreon we want to change the concept of media planning to ‘audience planning’, always adjusting the target in the purchases of display advertising for our clients to fulfill their communication objectives,” said Luis Contreras, Director of Cadreon in Latin America.

What? IPG Mediabrands has announced new appointments in Southern Cone executive structure.
Why it matters? The new appointments are part of the agency regional growing plan for 2014.

Nicolás Ramondemartin guiradoMartin Guirado has been appointed President for IPG Mediabrands Argentina and Nicolas Ramonde has been given the role of President, IPG Mediabrands for Uruguay, Paraguay and Bolivia.

The global media agency network IPG Mediabrands has announced new appointments in the executive structure of the Southern Cone As part of its regional growth plan for 2014.

Martin Guirado, President of UM Argentina since the beginning of 2012, will undertake the new role of President for IPG Media brands Argentina. He will be in charge of the group’s operations, leading the development of UM, Initiative, BPN and all specialty services offered by Mediabrands across the market.

Nicolas Ramonde, President of Initiative Argentina and Uruguay until the present, will take over as President of IPG Mediabrands for three markets: Uruguay, Paraguay and Bolivia. He will be running the evolution of the agencies UM, Initiative and BPN, as well as all diversified services across these three markets.
Martin Guirado and Nicolas Ramonde will continue to report to Pablo Rodriguez, President, IPG Mediabrands, World Markets Latam.

Pablo Rodriguez stated that this new leadership structure will help enhancing Mediabrand’s growth and consolidation across the Southern Cone as well as accomplishing the network’s and its clients goals much earlier.

Martín Guirado holds a degree in Advertising and has an extensive professional career that encompasses over 20 years in the market. He has worked for well-known agencies in the country and has headed business development efforts in several countries across Latin America. He has been a pioneer in the media industry, integrating traditional product offerings with new specialties such as branded content, digital and technology.

The economist Nicolas Ramonde has been leading the Initiative operation in Argentina and Uruguay for nine years, where he has driven outstanding organic growth and developed digital and research capabilities. He has been part of the Board of Director at the Argentinian Association .of Media Agencies, IAB Uruguay, a representative at ICOM, and jury member and speaker at various regional and global festivals.

kaplan.figueroaJill D. Kaplan is the CEO of Hudson Holland Global & Arminda “Mindy” Figueroa is the founder and president of  Latin2Latin Marketing + Communications.

As the ACA deploys across the United States, American based hospital systems and other health care providers are searching for both new, incremental revenue streams and cost savings opportunities. Patients are searching not only for quality but also for convenience, emotional connection, easy access and affordability.

Depending upon geographic location and demographic composition many possibilities exist for the provider to achieve this goal. For the patient, the one universal solution is the availability of quality urgent clinics whether they are managed by a hospital network, a drug chain and/or a privately held corporation.

According to the Centers for Disease Control and Prevention (CDC), Americans made 136.1 million visits to one of the country’s nearly 3,900 emergency rooms in 2012. “Survey estimates that one-third to one-half of all ER visits is for non-urgent care. The main reason that so many emergency room visits are for non-urgent care is that hospital EDs are required by federal law to provide care to all patients, regardless of their ability to pay”.

It is estimated that 31%, or close to 15 million of the Hispanic population is uninsured. While 5 million Hispanics are expected to become insured under the Affordable Care Act an anticipated 10 million Hispanics will still remain uninsured.

Let’s do the math – using figures provided by Debt.org, the nation’s debt help organization, on average an individual will contract some kind of minor illness or receive a wound once in each 12 month period and will elect to visit a health provider for treatment. If the approximately remaining 10 million uninsured Hispanics were educated to visit an urgent care facility, using the $166 per visit cost, per Rand Corporation, that would represent new revenue growth of $1.7 Billion for the urgent cares, as the patient would understand the benefits and value of the healthcare services provided. Conversely, if that same group visited an ER, with an average cost per visit of $570.00, the hospitals potential net loss is $5.7 Billion if providers perpetuate the believe that ERs are “free”.

Who is Leading the Pack?

Urgent Care of America reports that approximately 9,000 urgent care centers operate in the United States and on average each center treats 342 patients a week. In June of 2013 MacGuire Woods issued a legal alert entitled “Transactional Trends in Urgent Care”. They reported that the fast growth of urgent cares has caught the attention not only of those in the insurance and hospital sectors but also among venture capitalists.These authors note that urgent cares have grown in first five months of 2013 through mergers and acquisitions as well as through organic growth.

Implications of Urgent Cares and the Latino Patient

Over the course of the past 12 months the authors have also seen a very aggressive move from retail groups, insurance groups and hospital systems to enter the urgent care model. What we have not seen is a corresponding Latin Ready™ strategy, to educate and
engage the Hispanic patient about the value and necessity of urgent care facilities.

This will have numerous implications. As we stated in our first article in this series,Understanding the Changing Face of America: A Matter of Health, we believe that this group is more likely to misuse ER services or enroll in preventative care, is going to remain confused about what the ACA means and more than likely will believe “care is now free”.

The Billion-Dollar Question!

The Author’s believe that all people should be entitled to equal and affordable care  regardless of their country of origin or socio-economic standing. We also believe that patient confusion regarding medical care will be overwhelming for the unprepared provider and the number of people seeking care remains underestimated, particularly among undocumented residents.

Therefore, the billion-dollar ethical and economical question becomes, how do providers begin the process of keeping their bottom lines healthy?

We believe it will be by educating employees and patients about how, when and where to seek and provide appropriate quality care. In reality there are simply too many unknowns tied to ACA to conclude realistically that any provider will be able to instantaneously be “all things to all patients.”

Based upon what we do know today about ACA, cultural tendencies and demographic composition, it is reasonable to conclude that hospital systems and urgent care centers located in densely Hispanic states will fall into one of three categories:

  • Those who chose to become culturally ready to serve their patient populations will “thrive and have a healthy outcome”.
  • Those who have made minimal or cursory attempts at cultural outreach will require “organizational therapy”.
  • Those who have made no attempt to be Latin Ready™ will require “ICU”.

Early intervention aimed at the Hispanic population is the correct ethical and financial answer for many health care Providers in the initial stages of “Obamacare” and beyond. Becoming Latin Ready™ is strategically easy to activate and immediately measureable in terms of return on investment.

Join us at PORTADA Mexico!

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.

Archer Troy – Scotiabank – Mexico ::: Tourism New Zealand – Brazil ::: JGBB – Virgin Island – Global ::: Oh! Panel – Argentina ::: IntegraGo – Mexico :::

  • Archer Troy – Scotiabank – Mexico

Archer Troy Publicidad has announced that it will work with Scotiabank in Mexico. The agency will be in charge of the PR and communication of the bank in the country.

  • JGBB – Virgin Island – Global

JG Black Book (JGBB), an international marketing firm specializing in travel, tourism, and luxury lifestyle brands, has been named the British Virgin Island’s agency of record for trade and public relations services in key South American markets. As of September 1, 2013, JGBB began promoting the British Virgin Islands to markets including Brazil and Argentina via strategic integrated marketing as well as trade and media relations.

The British Virgin Islands Tourist Board is a government agency that handles all marketing efforts for tourism in the British Virgin Islands, which are comprised of approximately sixty Caribbean islands ranging in size from 12 miles long and 3 miles wide to tiny uninhabited islets.

  • Oh! Panel – Argentina

Argentinean agency Tommy Pashkus has been chosen by Oh! Panel as its corporate communications agency in Argentina.

  • Tourism New Zealand – Brazil

Tourism New Zealand will open a new office in Sao Paulo, Brazil to serve as the base of its new Latin American activity. The announcement was made by Prime Minister John Key and the Minister of Tourism.In Budget 2013/14, the Government announced an additional 123 million NZ dollars in funding for Tourism New Zealand over four years, with 44.5 million tagged specifically to attracting visitors from emerging growth markets.

  • IntegraGo – Mexico 

IntegraGo has announced the opening of a new office in Mexico. The agency specializes in trade marketing.

What: Reprise Media, a unit of Mediabrands Audience Platform, specialized in the field of digital marketing is creating a new unit in Miami to service Latin American and U.S. Hispanic clients.
Why it matters: The move reflects the increasing need of clients for performance oriented digital marketing services.

IPG Mediabrands just opened a new unit in Miami called  Reprise Media. The new specialty agency will provide digital marketing solutions, search engine marketing (SEM), social media marketing (SMM), search engine optimization (SEO) and digital production services for Latin American and U.S. Hispanic clients.   Reprise Media Miami is the sixth office launched In Latin America offering this specialty service. It started in Santiago, Chile in 2011 and over the past few months has expanded into Argentina, Colombia and Uruguay. Clients include Microsoft, MasterCard, Bupa, Newell Rubermaid and Sony Picture, among others.

Osvaldo Pavez
Osvaldo Pavez

The Reprise Media Miami team notes that the main focus  will be  on performance platforms oriented digital marketing and creative digital activities. Digital media buying will be continued to be done by IPG agencies Mediabrands, UM, Initiative and BPN.

The new Miami based unit will be led by Osvaldo Pavez who adds this role to his current position of Digital Director, UM Latam. “Miami has become the capital of Latin American businesses, and as a result clients are demanding specialized, solid teams to handle their media investment in the city. That’s why we decided to launch a pan-regional operation for Reprise Media here, equipped of a strong team of savvy professionals with vast international experience in the digital area who can meet all clients’ needs and further expand our offer in the market,” said Osvaldo Pavez.

Pablo Rodriguez, President, World Markets LATAM for IPG Mediabrands, said, “The launch of Reprise Media in Miami will enhance the solid expansion of our specialized services across Latin America; particularly in Miami, the pan-regionalization of our services, has shown a dramatic growth in recent times.”

What: Reprise Media, a unit of Mediabrands Audience Platform, specialized in the field of digital marketing is creating a new unit in Miami to service Latin American and U.S. Hispanic clients.
Why it matters: The move reflects the increasing need of clients for performance oriented digital marketing services. It is also one of the first times IPG Mediabrands Miami based agencies explicitly focuses on the U.S. Hispanic market.

IPG Mediabrands just opened a new unit in Miami called  Reprise Media. The new specialty agency will provide digital marketing solutions, search engine marketing (SEM), social media marketing (SMM), search engine optimization (SEO) and digital production services for Latin American and U.S. Hispanic clients.   Reprise Media Miami is the sixth office launched In Latin America offering this specialty service. It started in Santiago, Chile in 2011 and over the past few months has expanded into Argentina, Colombia and Uruguay. Clients include Microsoft, MasterCard, Bupa, Newell Rubermaid and Sony Picture, among others.

Osvaldo Pavez
Osvaldo Pavez

While IPG’s Miami based agencies have traditionally primarily focused on the Latin American/panregional markets, Reprise Media Miami  will also focus on the U.S. Hispanic market. To promote Rerpise Media’s offering for the U.S. Hispanic market will be part of the new units business development activity, the Reprise Media Miami tells Portada.

In addition, the The Reprise Media Miami team notes that the main focus  will be  on performance platforms oriented digital marketing and creative digital activities. Digital media buying will be continued to be done by IPG agencies Mediabrands, UM, Initiative and BPN.

The new Miami based unit will be led by Osvaldo Pavez who adds this role to his current position of Digital Director, UM Latam. “Miami has become the capital of Latin American businesses, and as a result clients are demanding specialized, solid teams to handle their media investment in the city. That’s why we decided to launch a pan-regional operation for Reprise Media here, equipped of a strong team of savvy professionals with vast international experience in the digital area who can meet all clients’ needs and further expand our offer in the market,” said Osvaldo Pavez.

Pablo Rodriguez, President, World Markets LATAM for IPG Mediabrands, said, “The launch of Reprise Media in Miami will enhance the solid expansion of our specialized services across Latin America; particularly in Miami, the pan-regionalization of our services, has shown a dramatic growth in recent times.”

The need for new metrics and to stop using clicks as a form of measurement was a common theme in several of the conferences. The importance of user selectivity and interaction were also salient themes. And mobile and the death foretold of the “Generation C” banner also occupied center stage.

IAB Now Argentina, organized this year by the IAB (Internet Advertising Bureau) and the MMA (Mobile Marketing Association), was held yesterday in the city of Buenos Aires, at the Hoyts Cinemas of the DOT Baires Mall.

Around 2000 people attended the event yesterday, according to event organizers. With a nod towards being “interactive,” IAB Now Argentina 2013 offered a schedule of simultaneous sessions whereby each attendee could go to the theater hall holding the talk that interested them the most. The theme of this year’s event was “Come Understand how the Internet is Reaching Out of the Screen and into a New Dimension.”

iab.now.2013i IAB Now registration area. Source: Getty Images Latin America

Keynote speakers were Randall Rothenberg, President and CEO of IAB USA; Laura González-Estefani Ramiro, Growth Manager LATAM at Facebook; Michele Tobin, Head of Brand Partnership, Rovio; and Cris Morena and Thomas Yankelevich, of Telefé.

fishman.iab.now.2013

“Let’s put aside the numbers and metrics for a second: Do any of you have any doubt that your customers are connected to the digital world?”, asked Alejandro Fishman, President of IAB Argentina, during his keynote address.

Fishman stated that the Internet is the most widely used media in Argentina after TV, making it an excellent complement to traditional media.

Digital ad spending reached 1.55 billion pesos in 2013, equivalent to 7% of the overall advertising budget spent in Argentina.

Mobile

Fishman stated that mobile phone penetration in Argentina stands at 100%, with 33% accessing the Internet through this platform. Smartphones account for 30% of the country’s mobile penetration, which means feature phones make up the other 70%. Another interesting fact is that only 5% of Argentines turn off their cell phones.

Fishman closed the event’s opening address by stating that the specific way to reach consumers in the digital world is by “placing more trust in industry executives and professionals,” and that a good way to do this is to “spend more, invest more in digital.”

Fishman’s opening address was followed by Randall Rothenberg, CEO and President of IAB USA, who presented a rather tedious talk on IAB’s history and how the institution has evolved into its current form.

“I am not going to talk about the digital advertising industry overall, but rather about trends and activities that enhance the overall digital advertising industry”.

In the U.S., IAB represents 80 % of advertisers in digital media. In 10 short years, the Internet has become the largest media in the U.S., said Rothenberg.

“Is digital media going to be only about performance and not brand building?”

rothenberg
Randall Rothenberg, IAB USA. Source: Getty Images Latin America

Painting a “Chronicle of a Death Foretold” type of scenario, the IAB CEO predicted the end of two practices:  digital advertising as a medium based on performance and the use of traditional banners.

For Rothenberg, current standards are already obsolete and new formats are needed for display and banner advertising. “We need a new class of advertisers who understand that the focus is on interaction.”

Brand building

Duncan Southgate, Global Brand Director, Digital at Millward Brown, also talked about the importance of brand building in digital media and the need for a change in how metrics are used.

“Sixty-four percent of executives use clicks (CTR) as their fundamental metric, even though their marketing goals and digital media advertising campaigns are framed in a different direction.”

We need to “stop talking in terms of CTR and impressions,” said Paul Goode, Senior VP of Marketing, International at comScore. “Only 46 % of online ads are actually viewed by people,” he said. According to Goode, changing how we use metrics will be the only way to get bigger budgets for digital media.

Michele Tobin, Head of Brand Partnership & Advertising at Rovio, spoke about brand building for Angry Birds and on the power users and followers wield on social media for Rovio. In the end, building a successful brand for the company “is all about the fans,” he said. Tobin cited the case of how Angry Birds helped a guy propose marriage to his girlfriend through a special game screen as an example of how Rovio applies this philosophy to its users.

Multimedia

IAB Now closed with a session led by producer Cris Morena and Tomas Yankelevich , Content Director at Telefé. The session stressed the importance of thinking about content that overcomes “the division between offline and online” and how to create a 360-degree media strategy by presenting a detailed analysis of their “Aliados” (Allies) series.

“With the Aliados series, we want the channel to become a multi-platform. In October, we’ll be launching a video game of the series to generate more interaction with the viewer, as an addition to the apps that are already in place,” said Yankelevich.

Translated by Candice Carmel

A summary for Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.

Exponential – Mexico :: Burberry – Global :: Pi-inc / Yagmour – Argentina :: IPG Mediabrands – Uruguay

Exponential – Mexico

The digital ad agency Exponential has opened a new office in Mexico. Federico Carrera will be in charge of the branch as Latin America Director. The new office will manage both Firefly Video and Tribal Fusion products.

 

 

Burberry – Global

British luxury goods group Burberry is reviewing its global media planning and buying business. UM has been the brand’s global media agency since 2010 and will not re-pitch for the account. Burberry’s creative duties are currently handled in-house and led by chief creative officer Christopher Bailey.

 

 

Pi-inc / Yagmour – Argentina

The Argentinean PR agency has been chosen by womenswear Yagmour to handle its public relations. Pi-inc works also with Grimoldi, Hush Puppies, American Pie, Kickers, Levis foot wear, Timberland, Merrell, CAT indumentaria, Perfectos Dragones, Federico Churba, La Panadería de Pablo, Bearnesa, Didot, Pilola and Quimera del Arte.

 

 

IPG Mediabrands – Uruguay

IPG Mediabrands has opened a new office of  Reprise Media in Uruguay. The agency will be leaded by Martín Valledor.

La democratización de Internet en México se ve cada vez más clara según el último estudio de la IAB México, en conjunto con Millward Brown y Televisa Interactive Media. Según el estudio, 66% de los jóvenes internautas mexicanos del sector D+D/E utilizan Internet más que cualquier otro medio de comunicación y el 51% lo percibe como el medio de comunicación más accesible.

En comparación con otros medios de comunicación, el Internet se ha vuelto en el ganador definitivo en el sector. Con 66% de jóvenes del sector utilizándolo más que otro medio, le lleva 40 puntos al competidor más cercano, la televisión y 58 puntos al tercer lugar, la radio. Las revistas, periódicos y anuncios en vía pública se encuentran por debajo del 5%.

En cuanto al dispositivo que más usan, la computadora de escritorio es la de mayor alcance, con 51%. La laptop va en 46%, el celular se encuentra en 29%.

Exciting news about our Sixth Annual Hispanic Advertising and Media Conference at NYC’s Scholastic Auditorium & Greenhouse with Rooftop Terrace on Sept. 20, 2012. Justin Byrd, Head of MulticulturalMarketing & Advertising, Chrysler Corporation as well as Deidre Smalls,  EVP Managing Director at Mediabrands/Identity will be speakers at the conference. Smalls and Byrd will do a joint presentation on how to leverage analytical/data insights to reach Hispanic audiences via digital and print media vehicles. Purchase your ticket now and make sure you take advantage of the early bird price. It expires this Friday!

We also got a confirmation from Macy’s Multicultural Marketing Director Maria Cristina Rios, who will join the retail panel. More major client side marketers will be announced soon. In addition, Impremedia’s new VP of Digital Media, Ivan Adaime will be participating in a panel about how best to monetize Hispanic website traffic. The panel will look at issues such as how to geotarget advertising to Latin American audiences of U.S. Hispanic websites. 

To register to Portada’s 6th Annual Hispanic Advertising and Media Conference and/or to the Hispanic Mobile Marketing Forum (which takes place in the same venue on Sept. 19 at the Special Early Bird price please go here and/or call Nicolas Miranda, Online Sales Manager Portada at 1-800-397-5322.

Twitter #Portada 12

.white {
color: #FFF;
font-size: 18px;
}

El próximo 26 y 27 de julio en la Ciudad de México la IAB mostrará las últimas tendencias del marketing digital, a partir de los últimos descubrimientos de la ciencia y de las últimas tendencias del arte, dentro de su congreso ícono y que ya ha realizado 6 veces antes: IAB Conecta. Este evento se encuentra posicionado como uno de los congresos de marketing interactivo más importantes de LatAM.

Grandes personalidades del Marketing Digital llegan a México

Este año contarán con la presencia de grandes personalidades como las siguientes:

Gian Fulgoni, Chairman y Fundador de ComScore

Es el fundador de la empresa líder global en mediciones de Internet, está al frente de las principales metodologías de marcas, agencias y medios. Su empresa se ha posicionado como una de las herramientas y proveedores de información más importante de la industria.

Bob Garfield, Columnista de Advertising Age y autor de The Chaos Scenario

Es el crítico y comentarista más prominente de la industria publicitaria, y lo lleva siendo por más de 30 años. Su libro The Chaos Scenario causó un giro en la industria del marketing digital, provocando a aquellos profesionales que se resistían a la digitalización.

Geoff Ramsey, CEO de eMarketer

Visionario del Marketing Interactivo, hablará no solo de cómo se comparan las campañas mexicanas con las del resto del mundo, sino que también hablará de los últimos cambios en la era digital y de cómo impactan a medios y marcas.

John Mellor, VP de Estrategias y Desarrollo de Marketing Digital en Adobe Systems

El experto en marketing de Adobe mostrará la manera en que los datos construyen la identidad en línea de consumidores y marcas y cómo esta misma información puede mejorar la experiencia a través de múltiples plataformas.

Rob Norman, CEO de Group M Norteamérica

Es responsable de uno de los presupuestos en medios más grande del mundo. Mostrará cómo las empresas se enfrentan a un mundo hiperconectado, donde tienen que crear nuevos lenguajes y contenidos para multiplataformas digitales que permitan construir estrategias integradas y muy efectivas.

Nigel Hollis, EVP & Chief Global Analyst de Millward Brown

Uno de los profesionales con más experiencia en temas de Branding a nivel global. Autor del libro “The Global Brand”, compartirá su visión de cómo construir poderosas marcas a través de medios digitales y social media.

Arte y Ciencia, tema del congreso

El tema de este congreso será “Art & Science: Where Marketing Happens”, con el que buscan mostrar cómo las marcas hoy tienen interminables opciones para iniciar conversaciones innovadoras con contenidos e historias relevantes y plataformas tecnológicas donde todo puede ser medido, optimizado y mejorado.

Para esta séptima edición, la IAB México espera más de 1500 asistentes reunidos en las instalaciones del Centro Banamex en la Ciudad de México.

Los boletos para el evento se pueden adquirir directamente en la página del evento, con costos que van de $6500 pesos para Socios IAB México, hasta $9’800 pesos para los que lo compren en taquilla.

Agenda IAB Conecta 2012

*La agenda todavía puede cambiar, para la versión más actualizada, favor de visitar el sitio de IAB Conecta 2012



26 de julio

08:00

Registro/Desayuno

09:00

Bienvenida/Introducción

09:30

Geoff Ramsey, CEO eMarketer

10:30

Gian Fulgoni, Chairman & Founder comScore

11:30

Coffee Break

12:00

Daniel Sieberg, Marketing, Media outreach Manager, Google

13:00

Alberto Alonso, COO, Media Response Group

14:00

Comida

15:30

Rob Norman, CEO Group M Northamerica 

16:30

Coffee Break

16:50

Jeffrey Hayzlett, Celebridad Global de Negocios. Autor Bestselling & Vaquero Ocasional

* Concierto al final del día por Sussie 4 (TBC)

27 de julio

08:00

Registro

09:00

Introducción

09:20

John Mellor VP of Strategy and Business Development Adobe

10:15

Nigel Hollis EVP & Chief Global Analyst Millward Brown

11:10

Panel CNN México (seguido por Coffee Break)

12:30

David Doty SVP & CMO IAB US

13:20

Joakim Börgstrom, Creative Director, Goodby Silverstein and Partners

14:10

Bob Garfield, Columnista Advertising Age, Autor de The Chaos Scenario