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Pepsico Colombia


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

To subscribe to Portada’s Interactive Database of Marketers targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads LatAm editions, click here.

  • Johnny Rockets

descarga-6Johnny Rockets continues to experience international growth, opening new restaurants in Latin America and Asia and signing development deals. Recent openings include the brand’s first restaurants in Peru and Bangladesh, while also reaching more than 25 restaurants in both Mexico and South Korea. As part of this strategic growth, Johnny Rockets opened new restaurants in Mexico, Brazil, Chile, Colombia, Paraguay, Peru, Bangladesh, Pakistan, Saudi Arabia and South Korea. Many of these new restaurants are located in malls, as the brand has solidified itself as a leader in this niche market due to its flexible footprint and offering of better burgers, shakes and fries to shoppers. The all-American brand started 2017 with key development agreements, partnering with groups to bring Johnny Rockets to the Caribbean, Singapore, Switzerland and the United Kingdom. Johnny Rockets’ franchise partners currently operate more than 170 restaurants outside the U.S., and the brand plans to continue its aggressive expansion in 2017, with plans to open in more than a dozen new countries, including Australia, Guyana, Sri Lanka and Uruguay.



  • AT&T

descargaAT&T’s focus on growing its newly acquired Mexican operations appears to be successful, helping the company offset ongoing its US weaknesses. In Mexico, AT&T added 1.3 million wireless net subscribers in 4Q16, as compared to 0.6 million in 4Q15.Total Mexican wireless subscribers for the company are now 12 million in more than 160 markets with 78 million 4G LTE (long-term evolution) POPs (points of presence). In Latin America, DIRECTV lost 21,000 video subscribers in 4Q16, primarily driven by declines in Brazil.Through its DIRECTV acquisition, AT&T has become the leading pay-TV player in the US. AT&T media account in Latin America is run by Omnicom’s Hearts & Sciences. An office in Mexico is currently being set up by Hearts & Science.



  • PepsiCo

descarga-4Pepsico has released its’ new bottle #Selfie, which suggests a new way to enjoy a refreshing drink and share the experience this summer. Pepsico’s brands Pepsi, 7up, H2Oh !, Paso de los Toros and Mirinda , will come in new 250ml. bottle  packagings that will be available at different stores and supermarkets in Argentina. The launch was introduced through a digital campaign and a video that shows how the new bottle adds to those practical and cute objects that fit in a hand, and in this case, they are also refreshing.



  • Cerveza Victoria

vickychelada_4Victoria, the Mexican beer that promotes Mexican culture and traditions, has recently added the new  Vickychelada, a combination of BEER VICTORIA, LEMON, SALT AND TOMATO, to its’ brand portfolio. Prior to its official launch, there were some Vickychelada sales promotions at strategic points for the brand. This drink is already on sale in different parts of Mexico like CDMX, Guadalajara, Puebla, Guerrero, Aguascalientes, Leon and San Luis Potosí, but with a vision of expansion. It can be found in self-service chains, convenience and traditional channels.




  • Uber

descarga-8Omnicom Media Group’s OMD has won Uber’s international media business, so it will handle planning and buying in several key markets. OMD is now responsible for Uber’s media in the UK, France, Russia, Italy, Poland, Ukraine, Egypt, Saudi Arabia, South Africa, Nigeria, Kenya, Tanzania, Ghana, Uganda and Pakistan.




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  • Jaguar Land Rover

descarga-9Car maker Jaguar Land Rover (JLR) is launching a review of its global media planning and buying business. Mindshare is its’ incumbent since 2000. Creative and digital accounts are handled by agency Spark44.The review goes across its media strategy, planning and buying services.Other media agencies have been contacted but its unclear who else is involved.



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People change positions, get promoted or move to other companies. Portada is here to tell you about it.

Click here for previous Latam Sales Leads editions
GAcSYPFp_400x400Marie Chalita is joining the editorial team of Hola USA as beauty and community editor based in New York City. Previously Chalita was responsible for Social Media and Community for the U.S. Hispanic market at Televisa Publishing. Among other titles, she managed the social media presence of Cosmopolitan en espanol in the United States.





Credit: Adlatina
Credit: Adlatina

Mediacom Colombia named Patricia Mauchi chief operating officer. The executive will work with Paulina Parra, CEO of Mediacom Colombia. Mauchi previously held the position of unit leader at GroupM Connect, GroupM’s digital arm.



descarga (3)León Herce is the new head of Amadeus IT Group for Latin America and the Caribbean, effective from November 1, 2016. He will replace Joost Schuring, who will assume a new role within the organization. Herce will join Amadeus IT Group’s office in Buenos Aires.




imagesRed Hat appointed Javier Pizarro as sales director in Chile and Perú. In this new role, the executive will be responsible of developing business opportunities within a defined territory through specialized partners. It will also be in charge of selling subscriptions, Education and Services Profesionales. Pizarro has worked in multinational software companies such as Computer Associates and Symantec, based in Chile and Peru.


Wunderman-Luciano-Landajo-1-300x272Luciano Landajo is the new Accounts Vice President of FCB Buenos Aires, according to Adlatina. Landajo will lead the team along with Laura de Rosa. Previously, he served as Account Director at Wunderman.





descarga (5)Giovanni Rociasco is the new Account General Director at Havas WW Bogotá. He previously managed the Pepsico account at Sancho BBDO.



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.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Silvina Poirier 347-840-1311 or e-mail her at Silvina@portada-online.com. SEE A DEMO OF THE DIRECTORY!
Click here for previous Latam Sales Leads editions

  • Starwood Hotels & Resorts

LsrDZv9R_400x400Starwood Hotels & Resorts announced a historic milestone with the opening of Four Points Havana – the company’s first hotel in Cuba – representing a watershed moment for the fast-growing Four Points brand. The opening comes on the heels of the ground breaking deals signed by Starwood in Cuba earlier this year, which established Starwood as the first U.S. based Hospitality Company to enter the market in nearly 60 years. Four Points Havana, owned by Grupo Hotelero Gaviota and managed by Starwood Hotels & Resorts, caters to the global traveller with an emphasis on approachable design and stylish comfort.


  • Goslings

BBBBBBGoslings Rums of Bermuda has formed a regional partnership with the Monarq Group.Monarq will represent the Goslings portfolio in Latin America and the Caribbean for both domestic and duty free channels from 1 July.Goslings Brothers Ltd is Bermuda’s oldest business house and largest exporter. Goslings Rums said it had been driving an international expansion of the brand in recent years. The line features four products: the flagship Goslings Bermuda Black Seal Rum; Goslings Gold Bermuda Rum (in limited markets); Goslings Family Reserve Old Rum; and Goslings Gold Seal Rum.Goslings also markets a ginger beer and a cocktail in a can called ‘Dark ‘n Stormy’.

  • Hershey

3j2Fdztz_400x400Mondelez International Inc. aims to buy Hershey Co., a deal that would give Hershey brand the infrastructure and potential to expand internationally, Adage reports.Any takeover of Hershey would need a nod of approval from the Hershey Trust, and were to take place, Mondelez would be considering renaming the company Hershey, put its global chocolate headquarters in Hershey, Pa., and protect jobs following a merger.If a deal were to proceed, it would mark the latest transformation for Mondelez. Both marketers work with a variety of agencies.


  • Atton Hotels

k0C31Y7D_400x400Atton Hotels, a Latin American hotel brand, will open Atton Brickell Miami its first U.S. hotel on Friday in Miami’s Brickell neighborhood. Atton, which operates in Chile, Peru and Colombia, bought the nearly 40,000-square-foot site in 2013 for US$6.3 million. It joins a limited number of Latin American operators in the South Florida market, including Grupo Posadas, Mexico’s largest, Argentina’s Faena Hotels and Fen Hotels, also based in Argentina.


  • Toddy by PepsiCo

descarga (6)As part of its “Sabemos de Chocolate, no de comerciales”( “We know about Chocolate, not commercials”) campaign, the brand Toddy, part of PepsiCo, created its first commercial starring one of his fans. The spot will air for three weeks in tv and digital media. Tomas Pulido´s video was the most voted with over 1400 votes and made him the winner of the contest carried out through the brand microsite. The young Argentine will receive free products for a year. The campaign invites followers to create and be part of the next spot. To participate, fans need to upload the video on the brand channel. The agency behind this effort was Carlos& Dario along Gal Film producer.


More than 75 nominees are in for #PortadaLat Awards in 11 different categories. VOTE NOW! Voting deadline is Wednesday May 12 COB! The three finalists per category will be announced on May 16!. Then its up to PortadaLat’s jury of brand marketers to select the winners. Winners to be announced at the Award Ceremony on June 9 during #Portadalat!.


Nominees For Best Use Of Data In A Marketing Campaign

  • Posthaus/ SocioMantic Labs
  • CVC/Sociomantic Labs
  • Merck/Havas Miami
  • The Huggies Hug Chain
  • Banco Macro/Headway

 Nominees For Top Latin Content Marketing Campaign

  • BelVita/Liquidthread, MV42, Starcom Mediavest
  • Toshiba/Gigasavvy
  • BBC Worldwide Latin America & US Hispanic And Zed USA
  • Kellogg’s Granola / Canal Sony
  • Aloft Hotels/M8

Nominees For Top Travel Marketing Campaign

  • Ministry Of Tourism Of The Dominican Republic
  • CVC/Sociomantic Labs
  • Palace Resorts/Ariadna
  • Marriott’s “Love Travels”, LatinWorks
  • Virgin Atlantic/Figliulo & Partners
  • Interjet/M8
  • Aloft Hotels/M8
  • GMCVB/TurkelBrands

Top Marketer to Latin American Audiences

  • Anita Timotheo – Sandoz Latin America
  • Elizabeth Perez, Portfolio Marketing Director Latin America, Kellogg Company
  • Ralph Heid, Marketing Manager – Latin America, Stanley Black & Decker, Inc
  • Maria Carrasquillo, Marketing Manager for Latin America, Jarden Consumers
  • Ricardo Arias Nath, Chief Marketing Officer, PepsiCo Latin America
  • Tony Guzman, Latin America Regional Marketing Director, Hasbro
  • Rudolf Lang, Managing Director, Chopard Marketing Services, Inc.
  • Carlos Espindola, Head of Latin America Digital Center, 3M
  • Edgardo Tettamanti, SVP Marketing LAC, MasterCard

Nominees For Top Latin Online Video Campaign

  • UFC 193 Halloween/Wikot
  • Peugeot/Global Mind
  • Sprite/ Zares Del Universo
  • Palace Resorts/Ariadna
  • Marriott’s “Love Travels”/LatinWorks
  • Peugeot/Global Mind

Register to #PortadaLat on June 8-9 at the special online promotion price! Two days with the best content and networking opportunities int he U.S. Hispanic and Latin American marketplace.

Nominees For Top Panregional Advertising Campaign

  • Alcatel ONE TOUCH #DaleLaVuelta/Wikot
  • Alcatel ONETOUCH Idol3/Selfie 360º/ Wikot
  • Quaker State/ BBC Worldwide Latin America & US Hispanic And Zed USA
  • 212 Vip/Havas Miami / Havas SE
  • Puig / Havas Miami / Havas SE
  • Mastercard / Universal McCann
  • AirTM /Global Mind

Nominees For Top Latin American Digital Innovator

  • MediaMath
  • DynAdmic
  • Adsmovil & Initiative For Magnum Unilever
  • Idioma Content Solutions
  • Sociomantic Labs
  • SocialPubli.Com
  • BBC IQ
  • Adstream

Nominees For Top Content Provider To Latin American Audiences

  • La Voz Media Group
  • BBC Worldwide Latin America & US Hispanic And Zed USA
  • EC Hispanic Media

Nominees For Top Latin American Digital Media Agency

  • Newlink Colombia
  • Global Mind
  • Wikot
  • LatinMedios
  • Ariadna

Nominees For Top Latin American Media Buying Agency

  • Initiative
  • UM
  • Havas Media
  • LINKS Worldgroup

 Nominees For Top Panregional Marketing And Media Professional

  • Carly Bellis, Founder, Impaktu
  • Alberto Pardo (Banano), CEO, Adsmovil
  • Ismael El-Qudsi, CEO, Social Publi
  • Yoav Cohen, CEO, La Voz Media Group
  • Luis Barrague, VP Of Mobile & Global Operations, Headway
  • Victor Kong, President, Cisneros Interactive
  • Fernando Monedero, Managing Director, IPG Mediabrands
  • Eduardo Ruiz, President & General Manager, A&E Networks Latin America
  • Hector Costa, SVP Advertising Sales, AMC Networks International
    VOTE NOW! 

Nominees For Top Panregional Integrated Advertising Campaign

  • Brown-Forman, Jack Daniel’s / Agency: J. Walter Thompson San Juan
  • Nikon/Initiative
  • Quaker State/ BBC Worldwide Latin America & US Hispanic And Zed USA
  • Merck/Havas Miami
    VOTE NOW! 

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

::: Starcom – Luciana Rosenblat :::  Alfonso Diaz – Cazar DDB ::: Ann Mukherjee – SC Johnson ::: FCB Worldwide – Erika Darmstaedter  :::

Click here for previous Latam Changing Places editions

Twitter Inc. finally announced this morning that it is handing the chief executive reins back to Jack Dorsey (photo right). The 38 year old co-founder of dorseyTwitter will remain chief executive of Square Inc., the payments startup he co-founded after leaving Twitter in 2008.

descarga (1)Starcom has announced that Luciana Rosenblat has been promoted to the position of buying coordinator for P&G account in Buenos Aires, Argentina. Rosenblat has a degree in Advertising and joined Starcom in September 2010 as a trainee.

descarga (2)After having worked as DC for DDB Latina network’s colombian office, Alfonso Diaz has been chosen creative VP at Cazar DDB, Dominican Republic. Until December 2014, Díaz worked for the Colombian network and then he left office to pursue a master’s degree in coaching and neurolinguistic programming in Bogota. In his last job, he held accounts like Exxon Mobil and Pepsi, among others.


mukherhee060407Ann Mukherjee has joined SC Johnson as the company’s first global chief marketing officer. She was most recently president for global snacks and insights at PepsiCo. Simon Lowden will succeed Mukherjee at PepsiCo. He was previously chief marketing officer for Pepsi Beverages North America. Seth Kaufman will replace Lowden. He was most recently a senior VP for Pepsi North America.


descarga (3)FCB Worldwide CEO Carter Murray announced that Erika Darmstaedter has been promoted to chief client officer, FCB Worldwide. In the newly created role, Darmstaedter, who will continue to lead the global Beiersdorf account, will work with account management across the network to guide client strategy and ensure best practices are in place for the strongest possible client/agency relationships.Darmstaedter joined FCB in 2011 as global account director, Beiersdorf.Darmstaedter has held local, regional and global senior executive positions for the bulk of her 30-year career.

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

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. 9 NEW LEADS HAVE JUST BEEN UPLOADED. To acquire the database, please call Matt Eberhardt at 347-961-9516 or e-mail him at matte@portada-online.com SEE A DEMO OF THE DIRECTORY!

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  • VoixStar Telecom

logoVoixStar Telecom is set to start operations by this coming summer, with headquarters in Florida and operations in 2 other countries.With full mobile service, VoixStar will be a 360 Solutions Telecom, offering mobile, VOIP services, no PIN prepaid long distance and reloads or top-up for any mobile company in the world.VoixStar will start operations in a MVNE, offering full mobile LTE service in the U.S and 4G in Mexico and Colombia.VoixStar Mexico is also set to start operations at the same time as the U.S. this coming summer. VoixStar appointed Israel Iturbide as President of VoixStar Mexico with headquarters in Mexico City.In Colombia, VoixStar is schedule to launch their operations in the city of Cali. www.voixstar.com

  • Bacardi

PysfgttC_400x400Liquor marketer Bacardi Limited is about to shift global creative duties to BBDO Worldwide and media responsibilities to OMDWorldwide. The two Omnicom Group agencies will oversee Bacardi as well as other major bands including Grey Goose, Martini, Bombay Sapphire, Dewars, William Lawson’s, Cazadores and St. Germain.The company did not hold a formal review. Bacardi, one of the world’s largest privately held spirits company, spent US$74 million on measured media in the U.S. in 2014, according to Kantar Media. As of 2013 the company ranked as the 131st-largest ad spender in the states, according to the latest ranking from the Ad Age DataCenter.Media has been handled by WPP’s Mindshare in the U.S., and by Publicis Groupe’s ZenithOptimedia in Europe. The agency consolidation comes as Bacardi is in the midst of cutbacks.BBDO and OMD will handle the business from two global hubs in New York and London.

  • Visa

2a-H3Slp_400x400Visa has begun a global media agency review for the first time in over seven years.Omnicom’s OMD retained its U.S. account and added more international business during the last review. Visa spent us$113 million on measured media in the U.S. in 2014, according to the Ad Age DataCenter.

  • #PepsiChallenge

ziiqQdOt_reasonably_smallPepsi is giving creative control of its most iconic brand equity, the Pepsi can, to fans. As part of the 2015 #PepsiChallenge, consumers will have the opportunity to re-envision the recognized can with their own special designs and creative flair in the “Live For Now” Design Challenge.Led by #PepsiChallenge global ambassador and world-renowned fashion designer and creative director, Nicola Formichetti, the “Live for Now” Design Challenge will kick-off with a design concept from Formichetti, featuring his beloved Nicopanda emblem, that will serve as inspiration and lay the groundwork showcasing where consumers can go with their own submissions. A blank Pepsi can, with only the logo intact, allows consumers to re-imagine the facade of the Pepsi can, with the only limitations their own imagination.Continuing through May 13th, submissions from around the world will be accepted on www.PepsiChallenge.com, with one (1) winning designer offered a once-of-a-lifetime design experience at the PepsiCo Design & Innovation Center in New York City working alongside PepsiCo’s industry-leading design team.Every time consumers around the world use the #PepsiChallenge hash tag on public Instagram, Facebook, Twitter or YouTube profiles, Pepsi will donate US$1 to Liter of Light to help bring environmentally-friendly, inexpensive and easy to make lights to those around the world who need it most.The Pepsi Challenge will continue throughout 2015 with additional global and local challenges. Challenges are issued on Pepsi social channels, PepsiChallenge.com and via global and local ambassadors.

  • Coty

Logo_400x400Fragrance manufacturer Coty is conducting a review to consolidate global media. As part of the review, the company is asking agencies to agree to 150-day lags in payment.The beauty giant is currently based in New York, has a limited number of contenders.OMD, which supports Coty in the U.S., U.K., Ireland and Canada, has declined to participate in the review.Agencies within WPP’s GroupM and Dentsu Aegis will not participate as well, according to industry executives.Havas Media, Interpublic’s Initiative and Publicis’ Zenith have also been invited to participate in the review.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

 ::: Alejandro Rodriguez-Kate Canel -David Hoover- Julian Jaramillo .Victorio Lorandi -Alejandro Rodriguez-Eikon Digital ::: Fábia Juliasz – deIBOPE Media ::: Janelle Rodríguez- CNN ::: Rodrigo Grau-David Brazil ::: Bret Leece- Initiative ::: Tom Watson-Torqeedo :::  Maria Chevalier-Travelport  :::

descarga (13)Alejandro Rodriguez, until recently SVP Advertising Services at Orange Network Americas is the new CEO USA of Eikon Digital, a digital marketing service provider and agency.

Kate Canel was another recent senior hire at Eikon Digital in the United States. She covers both the U.S. Hispanic and pan-regional markets.

Other recent hires include David Hoover, VP at Eikon Digital. Eikon’s main executives are Julian Jaramillo (CEO Colombia), Victorio Lorandi (CEO Mexico) and Alejandro Rodriguez (CEO USA).

descargaFábia Juliasz is the new Video Audience Measurement at  IBOPE Media. The executive, who works in the IBOPE Group since 1999, returns to IBOPE Media after two years. She will be responsible for the area of TV audience measurement in operations led by IBOPE Media in Latin America. Juliasz has a bachelor degree in Computer Science and has a specialization in Finance and Marketing from the Getúlio Vargas Foundation in Sao Paulo (FGV – SP). She is currently chairman of the IAB Brazil Viewability comiteee, where he also operated as adviser and VP metrics.

descarga (1)Janelle Rodríguez, VP of Programming at CNN for the past three years, is leaving the cable news network. She had been with CNN for 15 years. Starting in January, she’ll be SVP of Editorial at NBC News, reporting to Deborah Turness. In her new role, Rodríguez will be in charge of coordinating enterprise and original storytelling, as well as guiding breaking news coverage. She’ll also oversee NBC News’ specialist editorial units, focusing first on investigations and medical, with more planned. Richard Esposito, Sr Executive Producer of the investigative unit will report to her, as well as the bookings unit.

descarga (2)Rodrigo Grau joins agency David Brazil as creative vice president after seven years as dgc of BBDO Argentina, working with Ramiro Rodríguez Cohen and handling several brands like Nike and Pepsico. In the past, Hhe worked for Ogilvy as creative director for Coca-Cola and Unilever, and prior to that, he was part of Del Campo Nazca Saatchi & Saatchi.

descarga (3)Bret Leece was promoted to Global Chief Analytics Officer at Initiative. Until the appointment is effective, he will continue serving as Chief analytycs Officer for US.He will be replaced by Joe Masucci, from OMD.


tqo22084h-36905Expanding its international team of executives, the leader in electric propulsion, Torqeedo, welcomes Tom Watson as vice president, global accounts. In this newly-created position, Watson will bring his years of marine industry experience to the young, innovative company, managing many aspects of Torqeedo’s business from product launches to major accounts.Watson most recently spent 20 years with Yanmar Diesel, where he focused on building its global brand.

maria chevalierTravelport has appointted Maria Chevalier as Global Vice President of Corporate Incubation, a newly created role to help develop Travelport’s corporate and commercial offering. Maria brings over 25 years of business travel industry experience and expertise in travel strategies, data management and customer experience. Chevalier joins Travelport this month and reports into Travelport’s Chief Commercial Officer, Kurt Ekert. Maria joins Travelport from her own consulting firm. She was previously Global Director of Travel & Meetings Services at HP and at Johnson & Johnson, with responsibility for traveling employees in over 65 countries, credit card, travel technology, airline, hotel, ground transportation, meetings and travel agency. Earlier in her career, Maria held several senior executive roles at BCD Travel in their hotel relations and consulting divisions and was COO of the Travel Desk.

People change positions, get promoted or move to other companies. Portada is here to tell you about it.

(Looking for your next Career move? Check out Portada’s new Career Board!)

unnamedViacom International Media Networks has appointed Pierluigi Gazzolo as President of its Americas division, giving him responsibility for its operations across Latin America, Canada and the US Hispanic market (Tr3s). In addition to his role as Chief Operating Officer (COO) of VIMN, Gazzolo will move from New York to Miami to take up the Americas role on a dedicated basis reporting to VIMN President and CEO, Bob Bakish.In his new role, Gazzolo will provide leadership for one of VIMN’s most important business divisions, spanning operations in markets across the Americas division including Argentina, Brazil, Colombia, Mexico, Canada and US Hispanic (Tr3s). He will oversee the ongoing expansion of VIMN’s portfolio of TV channels, including the Paramount Channel launch in the region. In addition, Gazzolo will retain his role as the Nickelodeon brand lead for all markets outside of the U.S.Prior to this new Americas’ role, Gazzolo served as VIMN’s Chief Operating Officer since January 2011. Previously, Gazzolo was COO of MTV Networks International (MTVNI).Gazzolo holds a bachelor’s degree in Communications from Florida International University, where he was honored as Alumni of the Year in 2011.

descargaFrancisco Garcia has been appointed Manager, Platform Solutions- Latin America at MediaMath. Garcia previously worked as Digital Media Director: LAtAm & US Hispanic at Publicitas.



descargaAlexander Sanchez has been named chief operations officer of Goodwill Industries International, effective immediately. Sanchez will oversee Goodwill Industries International’s core services and business areas, including finance, IT, legal/contracting operations, member relations and mission advancement. He was most recently the chief of staff to the Mayor of Baltimore. Prior to that, he served as the Maryland Secretary of Labor, Licensing and Regulation.Sanchez earned his bachelor’s degree from Boston College and a master’s from the University of Pennsylvania in government administration. He also earned a law degree from the University of Michigan Law School.

flores_adolfoAdolfo Flores is leaving his osition as reporter at Los Angeles Times to start a new job as Latino issues reporter for BuzzFeed News,effective November 17. He’ll be based in Los Angeles.Adolfo had been with the LAT for the past two years, most recently covering Orange County. He was previously a reporter for thePasadena Sun and the Pasadena Star News.

descarga (1)Kate Del Castillo will star in Telemundo’s “Dueños del Paraíso,” in an effort to secure ratings.Kate previously starred in the hugely popular “La Reina Del Sur,” which became the highest rated program in Telemundo’s history, averaging nearly 4.2 million total viewers and over 2.8 million adults 18-49, according to Nielsen.Kate once again will star as a powerful drug trafficker in the network’s upcoming super series “Dueños del Paraiso,” scheduled to premiere in early 2015.To promote the new novela, Telemundo launched a multi-platform campaign in partnership with Facebook offering a first-look preview of the super series available exclusively onFacebook.com/DuenosParaiso.

descarga (2)Chris Kuist has been appointed VicePresident of insights and innovation at The Weather Company. He will be responsible for developing a cross-platform insights program to support the advertising side of the company. He will also play a role in translating consumer insights and marketplace intelligence. Based in New York, he will report to Indira Venkat, senior VP, strategic research. He was most recently senior director of the strategic insights and research group at Viacom Media Networks. Prior to that he was director of digital ad sales research at VMN.

descarga (3)Zein Abdalla is leaving his post as president of PepsiCo on Dec. 31. Abdalla has been part of the company since 1995 and was named president in 2012. Prior to PepsiCo., he worked in assorted positions at Mars Inc.


descarga (4)Carlos Musquez has been appointed to the position of Executive Creative Director at ELA, a full-service advertising and marketing agency. Musquez will be responsible for leading the creative and strategy for all of ELA’s accounts. Musquez comes to ELA from Irvine-based Alcone Marketing Group, a subsidiary of Omnicom Group, where he worked for 17 years,the last nine as VP, creative director. He has worked withseveral brands like Lottery, Warner Music Group, Nestle, Logitech, LG Mobile, eBay, SONY, and Coca-Cola.


Carlos_PerezCarlos Perez has been named COO of of SiempreTax+, Liberty Tax, Inc national tax preparation brand focused on the Hispanic community.

(Looking for your next Career move? Check out Portada’s Portada’s new Career Board!)

DynAdmic is a Private marketplace for online video advertising that uses audio recognition technology to support the programmatic video buying. “With this technology we help marketers reach their exact audience based on what they are watching”, says Camila Masetti, international marketing director of DynAdmic. DynAdmic recently set up an office in New York City, thereby entering the U.S. market. In addition, it currently  is expanding into Latin America with an office in Sao Paulo, Brazil, which handles opperations in Brazil and Mexico. They are also planning to expand into Chile, Peru and Colombia. In Brazil and Mexico their main clients are: L’Oréal, Red Bull, Pepsico, Chevrolet, Fox, Warner Bros, among others.

camila.masettiCamila Masetti (photo), explains that the audio technology was developed in house: “It makes use of concepts such as signal processing and machine learning to detect ambiences (gunshots, music, screams, etc.), transcribe speech-to-text, understand semantics, identify keywords and ultimately categorize the videos. The technology is in constant evolution. Today, it can identify 15 languages and understand 8 of them, including Portuguese and Spanish. We scan inventory from all the main ad-exchanges (YouTube, Adapt Tv, Dailymotion, SpotX, Liverail, etc)”.

DynAdmic targets viewer’s real-time interest: what they are watching at that moment. We identify the video content and push the right ad in front of the right content.

Major clients

DynAdmic works in Latin America with L’Oréal, Red Bull, Pepsico, Chevrolet, Accor Group, C&A, Fox, Warner Bros, Camisaria Colombo, Cloralex, Yázigi and Microlins. “Around the world we got almost every car brand: Peugeot, Citröen, BMW, Audi, Nissan, Seat. We also got other major brands like Adidas, Axa, Beats, Diageo, Disney, Garnier, IKEA, Kellogg’s, Lego, Lindt, Nintendo, Nivea, Orange, Pringles, Pyrex, Samsonite, Total, just to name a few”, says Masetti.

LatAm expansion

digital.latino1-285x188DynAdmic has opperations in the Brazilian and Mexican market in the Latin American region at the moment, and they are planning to expand their activities in Chile, Colombia and Peru.

Masetti tell us that Dynadmic has three pillars for its expansion:

  • “The first pillar are our clients. We build strong partnerships with key brands and their agencies across regions. We are constantly gathering their feedback to develop products to fit their market, create more effective integrated cross-device campaigns and at the end improve results.
  • Second is the Market. We invest a lot in education in the form of events, agencies workshops and university  courses. We want to help the actual and future generation to  be more aware of what is programmatic the good and the bad.
  • Third is publishers and ad networks. We are constantly developing and updating our partnerships with local publishers and ad networks to increase the quality and volume of our sources and reinforce our position as as  premium video inventory provider.”

Portada: Why do you think now is the right moment for the expansion in the region?

Camila Masetti:
 “Latam is a huge market for online video advertising. It is the second fastest growing market for Youtube in revenue and it has one of the best video consumption and engagement rates around the globe.

Latam is a very young market in terms of knowledge in the digital advertising landscape.

Even though the potential and growth rates are enormous, the Latam is a very young market in terms of knowledge in the digital advertising landscape. Most advertisers still fear programmatic and are waiting for someone to lead first. We decided to be a pioneer in the region, knowing it would give us more work but that we could establish real partnership relations with our clients. We work side-by-side with them to educate the market, bring the best practices we have seen abroad and provide them with anything they might need to help in this conversion”.

We decided to be a pioneer in the region, knowing it would give us more work.

Portada: Which Latin American countries are the stronger ones in the video advertising market?

Camila Masetti: “The first country is  Brazil. Alone, Brazil has more audience than all other Latam countries united. Second place would go to Mexico. And if we look only at South America then Colombia would be second. It is interesting to notice that this top three countries are also the top three in population size”.

Pre- roll is the king

videoidMasetti assures that ” In Brazil as in any other country we work in, the king of video ad types is definitely the pre-roll”. “The best working formats independent of the regions, are those with more volume. The bigger the volume, the more options we have so we can extract better inventory at a lower cost”, she adds.

Regarding expectations for the Latin video market, Masetti tell us that “eMarketer predicted a 80% growth in programmatic for 2014 and 60% in the two following years. Video and mobile are the two fastest growing segments in programmatic with respectively 65% and 109% globally and it will definitely have an impact on the Latin America video advertising landscape”.

Video and mobile are the two fastest growing segments in programmatic.

A piece of advice

Portada: If you have to give an advice to video advertisers in Latin America, What would it be?

Camila Masetti: “First and foremost: “invest in the education of your teams (media buyers and creatives)”. You cannot make the best decisions if you are not aware of all your options. Media buying is as responsible for your campaign results as the creatives. No need to say that new media buying technologies also generate awesome creative ideas to grab your viewer’s attention.
Second liquid-gold advice would be: “do not be afraid of this “new” market”. In Latam we have the benefit of having the U.S. and Europe test first. Marketers here should be glad to know what pitfalls not to fall into and feel confident of implementing good practices that already have been proven in other markets.”

Second liquid-gold advice would be: “do not be afraid of this “new” market”.

More  advice:

  • “Do not focus on only few portals, diversify your publishers to diversify your audience. Today, programmatic is the best way to run across device campaigns on various publishing platforms, compared to only one platform.
  • Stop thinking in terms of 1st and second screens because your audience is everywhere. Especially when in most countries TV is no longer the first screen.
  • Creating specific content for each device and video format pays off.
  • Contextualize your targeting efforts  to enhance user experience and increase campaign results.
  • Always dedicate a portion of your budget to test and try new platforms and technologies. This is the only way to find what best suits your strategy and to keep innovating.”

Michele Tobin, who is the VP of Brand Partnerships and Advertising, RovioIn-Game Advertising has become a significant and often highly engaging ad-category. Rovio, the Finnish video game developer and entertainment company, best known for being the creator of the Angry Birds Video Game franchise, has been experiencing a slow-down in revenues growth over the last quarters and has began shifting to the dominant free-to-play model for apps, in which games are downloaded for free but money is made from in-app purchases and advertising. Los Angeles based Michelle Tobin, VP Global Brand Partnerships & Advertising (photo), was hired by Rovio a year and a half ago from Millennial Media to lead Rovio’s direct ad sales business. Portada interviewed Tobin to ask her about her unit’s expansion into the Latin American market.

Tobin stresses the high smart phone penetration growth Latin America has experienced over the last few years and the positive impact this has had on the use of the Angry Birds game in the region: “Angry Birds has become part of popular culture globally, with high brand awareness and recognition from hundreds of millions of fans. So it’s no surprise that Angry Birds apps lead the pack in being among the first downloaded by new smart phone owners. When regions experience explosive growth in smart phone penetration, we see huge spikes in downloads and significant audience growth. We’re seeing this happening now in Latin America, and therefore are expanding our team to support this dynamic growth.”

“Our birds express themselves without words, so they all speak the same universal language – fun! Our brand campaigns can be geo-targeted by region and we run creative in-language appropriate for each market,” Tobin adds.  Rovio ad offerings include 15-second pre-rolls for ToonsTV videos, sponsored in-game rewards and rich media placements.

Miami-based new hire

Tobin adds that she sees great potential in Latin America and that is the reason why Osvaldo Tirse was recently hired as the company’s new Director of Brand Partnerships and Advertising for Latin America . “We see tremendous potential in the market and recognize that a large amount of pan-regional buying is done in Miami, so it made sense to base our Director of Brand Partnerships for Latin America, Ozzie Tirse, there.”

We see tremendous potential in the market and recognize that a large amount of pan-regional buying is done in Miami.

Brazil and Mexico, Top 10 Countries in the World

Angry BirdsAccording to Tobin, Brazil and Mexico are Rovio’s two strongest markets in Latin America, and among the Top 10 markets in the world for Rovio. “We are also very strong in other key Latin American countries, such as Colombia, Chile, Argentina and Peru.” “We do not have any exclusive deals, and are instead very focused on building our own direct sales team in Latin America, as we are in other markets. While we do work with rep partners in select markets, we feel that no one can tell the Rovio story quite like our own direct sales team, and by working directly with us, we can come up with the most innovative ways for advertisers to engage with our audience via mobile and online media, video, integrations, sponsorships and more.”

Tobin says that Rovio works with many leading brands across a broad range of categories. “Some of our advertisers include great brands like Pepsico, Energizer, Fiat, Disney, Ambev and Netflix.” Tobin cites LatAm’s large and growing mobile audiences as the main rationale behind a very rosy Latin American growth outlook. “We are extremely optimistic about the opportunities in Latin America given the dramatic and continuous rise in smart phone penetration – Mexico alone had 50% growth in smart phone penetration last year! We know this large mobile audience is valuable to advertisers and that the advertising dollars will follow the consumer eyeballs. With both the digital and mobile ad markets growing and advertisers moving money towards digital and mobile, we are confident that our extensive reach and premium environment presents a huge opportunity for brands in the region.”

Latin3 has appointed Diego Muñoz as the new Country Manager for its Mexico offices.

Latin3_Diego MuñozDiego Muñoz will be responsible for business strategies for the Latin3 Mexican clients, developing and implementing work plans to achieve profitable developments.

Latin3 specializes in the Hispanic market in the United States and Latin America, with offices in the US, Argentina, Panama, Brasil, Mexico, Colombia, Peru, Chile, Ecuador,  Venezuela and Uruguay.


Muñoz has over 17 years´experiece in the digital world. Prior to Latin3, Diego was Country Manager and Partner of different marketing interactive agencies, where he led a strategic redefinition based on integral digital services. In that context he worked for great corporations like Bacardí and Compañía Mexico, Nestlé Mexico, Grupo Industrial Bimbo, Pepsico, Coca-Cola, Grupo Jumex, Bayer América Latina, Grupo Martí, Janssen, Sanofi, GSK, Eli Lilly and Pfizer, among others.

Diego was member of the Board and President of the Interactive Advertising Bureau Mexico’s agencies committee (IAB Mexico), where he managed the Ethical Code of the association, the Digital Contest Brief and the digital agencies selection. Today, he participates in the Education Committee at IAB Mexico for interactive marketing in Monterrey’s Tec CCM, and is a teacher of the digital purchasing workshop.

Matias Perel, Latin3’s CEO, said: “We feel so proud to welcome Diego in his new challenge and at this new stage of Latin3 in Mexico, and we are sure his knowledge and strategic value will bring great results to our clients”.


People change positions, get promoted or move to other companies. Portada is here to tell you about it.

  • Manuel Seguimon has been named COO for Y&R and Wunderman Latin America. He will report to Peter Law-Gisiko and Eddie Gonzalez. Jesus Portillo will replace Seguimon as CFO for LatAm.


  • Diageo has new CMO. The company has appointed Syl Saller as its new global Chief Marketing executive. Any Fennell, previously CMO, has been promoted to COO in Africa. Saller, currently the group’s global innovation director, will take up her new post on July 1, 2013 and will also join the Diageo executive committee.


  • PepsiCo has appointed Kristin Patrick as senior vice-president, global chief marketing officer for Pepsi brand. Patrick will be in charge of the brand management, brand communication – including the further roll-out of its ‘Live for Now’ platform.

She will report to PepsiCo president of global beverages Brad Jakeman and work alongside Pepsi Beverages North America chief marketing officer Simon Lowden. Patrick joins Pepsi from Playboy Enterprises where she was chief marketing officer. Previously, she worked at Walt Disney, Gap, Calvin Klein, Revlon, NBC Universal and William Morris Endeavor.

  • Proximity Colombia has appointed Hernán Peña Alvarez as new President. Peña Alvarez is replacing Mario Bertieri, who has left the company. The executive has previously worked for Grey, DDB, McCann and Sancho BBDO.


Madrid, Miami, Buenos Aires, Santiago o San Pablo… el mundo digital e interactivo latino no tiene fronteras. Esto se debe, en parte, a una serie de jóvenes empresas que están tratando de capitalizar el crecimiento del mercado de publicidad y contenidos orientados a audiencias latinas. Son los “Latin Digital Powerhouses”.

Muchos de sus ejecutivos y empleados usan skype, teletrabajan y son “nerds” de la tecnología. El listado de estas empresas se encuentra en continua actualización, como internet mismo. De hecho, se podrá encontrar en nuestro portal http://www.portadaonline. com/ EnEspanol/marketingmedios una actualización semanal de estos “Bastiones Digitales”.

Aquí va una muestra de nuestra serie “Bastiones Digitales Latinos”. No están todos los que son. Pero si son todos los que están. Todos los bastiones tienen en común ser pequeñas y medianas empresas que están conquistando algún aspecto de la Internet y /o las nuevas tecnologías en el mundo latino.

Portada: ¿Cuáles son las metas y objetivos para Psicofxp? Leandro Santoro, Director Comercial:
“Consolidarse en el mercado de habla hispana como la plataforma de conversaciones que permite a los clientes establecer un diálogo con usuarios de intereses afines a sus productos. Queremos que al hablar de conversaciones se hable de psicofxp.com, y estar entre las principales compañías de Internet en la región, siendo unas de las opciones líderes en publicidad interactiva.”

Portada: ¿Cuál es la política de expansión del sitio en Latinoamérica?
Leandro Santoro:
“Dado que México y España hoy en día representan nuestros principales desafíos, estaremos iniciando operaciones en forma directa en México durante 2011 y estableciendo alianzas de comercialización con otros medios para el resto de Latinoamérica.”

Portada: ¿Cuáles son sus mayores anunciantes?
Leandro Santoro:
Nuestros mayores anunciantes en este momento son empresas de consumo masivo. Algunas de ellos son: Massalin (Marlboro), Grupo Telefónica (Movistar),Garbarino (una de las tiendas de electrodomésticos más grandes de Argentina), Warner Pictures y Unilever. Portada: ¿Quiénes son sus inversores? Leandro Santoro: “La compañía no posee inversores en la actualidad. Psicofxp surgió como un hobby que logró convertirse en una empresa bajo una política de reinversión de ganancias en forma constante.”

Portada: ¿Han abierto una oficina en Miami? ¿La apertura o próxima apertura de su oficina en Miami es parte de una
estrategia mayor para alcanzar el mercado hispano en EEUU? Marcelo Garcia Cisneros, VP Ventas:
“Acabamos de lanzar nuestra oficina en Miami. Miami es un punto estratégico para el mercado hispano de EE UU), panregional Latam y una plataforma para tener presencia en el mercado general de EE UU.”

Portada: ¿En los mercados de qué países se encuentran trabajando?
Marcelo Garcia Cisneros:
“Muchos, más de 80 países en los cuales administramos inventarios de nuestros Publishers y les servimos campañas de múltiples marcas. Los más desatacados son USA, Francia, Alemania, Rusia, España, Brasil y Argentina.”

Portada: ¿Piensan expandirse a otros países latinoamericanos?
Marcelo Garcia Cisneros:
“Si, esta próximo en el roadmap, el 2011 será un año de mucho crecimiento para Smowtion dentro
de la región y en Europa.”

Portada: ¿Cuáles son sus mayores anunciantes?
Marcelo Garcia Cisneros: “Trabajamos con muchas marcas de primera línea como Unilever, Fiat, Ford, American Airlines,
Loreal, Interjet, Grupo Clarin, Mastercard, LAN, Grupo Telefonica, Nextel, Grupo Pepsico/Quilmes, Telcel, Grupo Carso. Trabajamos a traves de los 4 grandes líderes de la compra de medios: WPP, Omnicom Group, Publicis Groupe e Interpublic Group.”

Portada: ¿Cómo sería el porcentaje por sectores del mercado de sus anunciantes (industria, comercio minorista, electrónica, alimentos, etc.)?
Marcelo Garcia Cisneros:
“Lidera Consumo Masivo, Automotores, Aerolíneas, Telecomunicaciones, Electrónica, Bebidas y Estética.”

Portada: ¿Cómo estructuran las estrategias de publicidad para su empresa?
Marcelo Garcia Cisneros:
“Las estrategias que se plantearon se están capitalizando desde la construcción de marca y desde la diferenciación por nuestra identidad enfocada en el desarrollo de tecnología.”

Portada: ¿Cómo esperan que se desenvuelva este mercado?
Marcelo Garcia Cisneros:
“Creo que Latam comenzará a tener un comportamiento más parecido a USA o Europa. En los países más avanzados los anunciantes están más maduros y comienzan a pedir servicios más sofisticados y a capitalizar mucho mejor su inversión.”

Portada: ¿Cuáles son los beneficios de la publicidad digital con respecto a la publicidad clásica?
Marcelo Garcia Cisneros:
“Hubo un cambio muy importante a partir de la intervención de los usuarios en los medios digitales, están dando participación a las personas. Hoy en día el viejo concepto del boca en boca está más vigente y amplificado que nunca antes.”

Portada: ¿Cuál es el tamaño del mercado de online ad network?
Engel Fonseca, VP Digital Value Generation North Cone:

“En América Latina el tamaño aproximado de Ad-Network es del 20% a nivel regional del presupuesto publicitario digital. Harrenmedia es medio consultor multi-plataforma que tiene una network… pero no es sólo una network que pauta sitios Premium y basa sus campañas en los resultados, sino que ofrece también campañas de posicionamiento.”

Portada: ¿Ha aumentado la publicidad digital en el último año en comparación con años anteriores?
Engel Fonseca:
“Del 2008 al 2009 24% del 2005 al 2009 creció 8 veces más. Más o menos si del 2008 al 09 creció 24% yo
estimaría que del 2009 al 2010 crecerá de un 25 a un 30% porque la economía va mejorando.”

Portada: ¿Qué formatos son los más elegidos por los anunciantes?
Engel Fonseca:
“Depende de la campaña, nuestra Ad Network utiliza los formatos autorizados por IAB (los superbanner, cubo
y skybanner).”

Portada: ¿Cuáles les parece que son los más eficientes a la hora de buscar un target específico?
Engel Fonseca:
“Lo más eficiente es la segmentación, también lo son los formatos y la creatividad, pero depende de la industria. Lo que sí es cada vez más relevante es manejar el factor humano.”

Portada: ¿Cuáles son sus objetivos para el año siguiente?
Engel Fonseca:
“Mantener nuestro liderazgo en la región, generar mayor valor a través de la innovación tecnológica y la
calidad de factor humano que maneja Harrenmedia para la industria. Consolidarnos como el partner indiscutible para agencias,
centrales de medios y clientes directos, a través de nuestra multi-plataforma.”

Portada: ¿Cómo describiría a Headways Media?
Dennis Brandl, CEO:
“Headways Media es una agencia de mercadeo en línea, que nació en Alemania, siempre atenta a
incrementar el éxito de nuestros clientes a través de nuestro trabajo de calidad.”

Portada: Sabemos que han abierto una nueva oficina en México para alcanzar el mercado mexicano y panregional
publicitario. ¿Podría definir cuáles son los desafíos más importantes en el mercado panregional?
Dennis Brandl:
“Un desafío general que se enfrenta cualquier empresa cuando entra en nuevos mercados son los obstáculos como cuestiones legales, reclutamiento de mercadería y de recursos humanos capacitados, integración en la industria, posicionamiento
de marca, etc. Otro desafío es que hemos tenido que adaptarnos a la cultura del país al que enfocábamos.
Especialmente en mercadotecnia esto es absolutamente necesario. También debemos considerar estas diferencias culturales a la
hora de proyectar planes, estrategias de mercadeo y planeamiento general de las operaciones.”

Portada: Si tuviera que comparar el mercado europeo de publicidad y el panregional, ¿Qué piensa que tiene que ser mejorado en el mercado panregional?
Dennis Brandl:
“El mercado panregional es joven y por lo tanto hay una falta de conciencia común. Los miembros del sector deben aprender más sobre el servicio mismo de marketing digital. Deben tener en cuenta la posibilidad y conocer mejor sus conceptos y funcionamiento. Por el otro lado, también a los proveedores del servicio les falta conocimiento. Hay agencias que se encuentran ofreciendo el servicio sin tener pleno conocimiento de su funcionamiento.”

Portada: ¿y qué características del mercado pan-regional considera que pueden ser importantes para otros mercados, como el europeo?
Dennis Brandl:
“Las redes y relaciones personales juegan un rol esencial. Creo que hemos dejado de lado esta característica en
Europa. En México las relaciones establecidas son más valoradas. Esto definitivamente ayuda a las relaciones de largo plazo y a
construir lazos más eficientes.

Portada: ¿Tienen planes de expandirse a otros países en Latinoamérica?
Dennis Brandl:
“Claro. El plan es abrir otra oficina en México antes de continuar con la expansión. Pero también esperamos
continuar con nuestra expansión con operaciones en algún país de Sudamérica”.

Portada: ¿Qué tamaño tiene el mercado de publicidad contextual en Latam?
German Herebia, CEO y fundador:
“Es difícil de estimar porque gran parte de la publicidad contextual en Latam la vende
Google, quien no hace públicos sus números región por región. Sabemos que un 30% de sus ingresos provienen de la red
Adsense y que a nivel mundial tienen un 40 por ciento de participación de mercado, si esto se traspasa a América Latina,
entonces podríamos decir que el 12% del total de la torta de publicidad online en Latam es contextual. A eso, debemos sumarle lo que venden empresas alternativas de publicidad contextual como INTEXTUAL, cuyos formatos enriquecidos, dentro del texto, aseguran un gran impacto de marca con CTRs entre 2% y 15%, evitando que los banners se transformen en parte del paisaje bajo el famoso efecto llamado banner blindness o ceguera hacia los banners.”

Portada: ¿No tienen publishers (editores) que tienen dificultades para aceptar publicidad contextual porque aducen que se pierde un poco la integridad editorial de sus contenidos?
German Herebia:
“Todos los días sumamos publishers a la red porque Intextual les crea un nuevo espacio publicitario que no
compite con sus espacios existentes. Les permite personalizar los anuncios de manera que un sitio puede elegir no sólo la cantidad
de anuncios máxima que desea mostrar, sino también en qué parte del contenido.”

Portada: En el mercado anglosajón ¿cuál es la empresa de referencia para Intextual (publicidad contextual)?
German Herebia:
“Vibrant Media es la pionera en un grupo muy reducido de empresas de publicidad de formatos intext ads.
Nació en el año 2000 y en el 2009 facturaron 100 millones de dólares principalmente en el general market de USA.”

Portada: ¿Cuál es el tamaño del Mercado de Publicidad Dirigida vía e-mail? Victor Valverde, Gerente de Ventas y Mercados Latinoamericanos en Media Response Group (Canalmail y Hotwords):
“Hoy en México y Latinoamérica, la publicidad dirigida vía EMail representa el 63% de la inversión Publicitaria On Line.”

Portada: ¿Cómo estructuran las estrategias de e-mail marketing?
Victor Valverde:
“Canalmail tiene como ventaja una base de datos microsegmentable lo que permite prospectos altamente
perfilados, esto lo hacemos analizando la estrategia de nuestros clientes, vemos también resultados de campañas anteriores, edimos nuestros promedio por industria y al final damos la mejor recomendación con base al target y numero de envíos.”

Portada: ¿Con cuántos suscriptores cuentan? ¿Cómo alcanzan esta cifra?
Victor Valverde:
“Canalmail tiene 7.3 Millones en México y 33 Millones en Latino América, auditados por Price Waterhouse
Cooper y con Permission Marketing, alcanzamos esta cifra gracias a que tenemos más de 6,000 portales verticales afiliados con
los que manejamos un esquema de co registro.”

Portada: ¿Ha aumentado el e-mail marketing en el último año en comparación con años anteriores?
Victor Valverde:
“La inversión en E-Mail marketing ha tenido un aumento de un 23% promedio por año, esto se debe a que
hacer una campaña de E-Mail resulta más barato y tiene mayor alcance, así mismo hay un gran control de los resultados de la
campaña debido a la métricas que da una estrategia de E-mail.”

Portada: ¿Cómo esperan que se desenvuelva este mercado?
Victor Valverde:
“Esperamos que el mercado siga creciendo, estamos abarcando nuevos clientes y adquiriendo nuevas tecnologías.”

Portada: ¿Cuáles son los beneficios del e-mail marketing en comparación con el mercadeo digital clásico?
Victor Valverde:
“El mercado digital clásico tiene como característica el ser campañas Pull, esto quiere decir que sus campañas
son reactivas, se tiene que esperar a que la gente tome una acción y vea la publicidad, el E-Mail marketing es Push, nosotros ponemos la campaña directamente en la bandeja de entrada de nuestros usuarios a partir de la segmentación.”

Ticketlatino trabaja en los mercados de entretenimiento de EEUU, España, Colombia y México. Se fundó en el año 2006 por Lino Dominguez y Carlos Zipilivan. Ticketlatino se encuentra en la búsqueda de representantes co-merciales para el mercado de EEUU, con el objetivo de incrementar su presencia en el país. En cuanto al mercado latinoa-mericano, han abierto en el año 2007 una oficina en Colombia y se encuentran estudiando la posibilidad de expansión a Argen-tina. Entre los objetivos a mediano plazo, Carlos Zipilivan le dijo a Portada que se encuentran la expansión a Brasil y México. “Debido a la piratería digital, el mercado de la música y los entretenimientos ha ido mutando dramáticamente en los últimos años de la venta de CDs a los shows en vivo. Esto generó una necesidad creciente de inversores, lugares adecuados y una venta eficiente de las entradas”, dice Carlos Zipilivan.
Ticketlatino provee a sus clientes de tecnología para vender las entradas a los conciertos y shows por medio de internet, teléfonos
celulares o puntos de venta. En los sitios web en España y EEUU los usuarios encontrarán información sobre los shows y cómo comprar sus entradas en línea mediante un sistema de compra segura que ha sido desarrollado por Ticketlatino junto a Entradas.com El contenido de ambos sitios es producido por equipos editoriales propios. Para la publicidad de sus sitios, la compañía trabaja con radios webs a través de una plataforma nueva en la cual los usuarios pueden comprar las entradas directamente a través de los sites de las radios. Las radios solamente pagan una pequeña comisión por el servicio (alrededor de 0.5 centavos de dólar). Otra iniciativa de la compañía es el desarrollo de “Ticket Latino Pro”, un sitio que les permitirá a los ejecutivos intercambiar información importante de manera rápida (información sobre tours de los artistas, presentaciones, estadísticas, locaciones, etc.) “Será el Facebook de los profesionales del mundo de la música”, enfatiza Zipilivan.

Portada: ¿Cuál es el tamaño del mercado online latinoamericano?
Martin Maslo, CEO y Fundador:
“Los números disponibles afirman que hay 20 millones de usuarios conectados en Argentina y 150 millones en Latinoamérica. La penetración alcanza niveles de casi el 50% en algunos países.”

Portada: ¿Cómo estructuran los proyectos panregionales?
Martin Maslo:
“Los proyectos pan-regionales se trabajan de acuerdo a las necesidades de cada cliente. Diría que no existe un patrón de estructura único, sino que tratamos de buscar la solución que mejor se adapte a las necesidades y objetivos en cada caso. Esto se refuerza a su vez con equipos locales comerciales y de atención al cliente en cada país.”

Portada: ¿Cómo definirías el proyecto de Keyword TV?
Martin Maslo:
“Conducido por Gonzalo Alonso y quien les habla, Keyword TV nació como un Podcast sobre Marketing Digital y luego se transformó en Video Blog. El objetivo siempre fue educar y difundir un poco más de qué se trata el Marketing en Internet, y sobre todo, explicarlo en un lenguaje entendible por cualquier persona. En cada capítulo se tocan diferentes temáticas, como por ejemplo e-commerce en la región, cómo trabajar con agencias”.

Portada: ¿Cuáles son sus mayores clientes? ¿Cómo establecería el porcentaje de clientes por sectores (industria textil,
comercio, etc.)?
Martin Maslo:
“Resultics cuenta con más de 50 clientes en la región, entre ellos: Ford, Nextel, Bimbo, Canon, Grupo Telecom, La Caja, Discovery Channel, Pfizer, Barclays, Banamex – Citi Group y Starbucks Coffee, Dashi.”

Portada: ¿Ha aumentado la publicidad digital en el último
año en comparación con años anteriores?
Martin Maslo:
“Si bien hay varios estudios que reflejan este crecimiento, creo que lo importante es destacar que cada vez vemos más en el mercado a las empresas interesadas en reforzar su estrategia en la Web. La tendencia seguirá en aumento tal como sucedió en otros países.”
Portada: ¿Qué formatos son los más elegidos por los clientes?
Martin Maslo:
“A la hora de elegir un formato, se pone mucho en juego el “ego” de las marcas, por lo que vemos muchos anunciantes pidiendo formatos con alta visibilidad e impacto. Contrario a esta tendencia, algunos medios están buscando formato
menos intrusivos para los usuarios. Creo que poco a poco se está encontrando un equilibrio donde tanto anunciantes
como medios pueden cumplir sus objetivos.”

Portada: ¿Cuáles les parece que son los más eficientes a la
hora de buscar un target específico?
Martin Maslo:
“Existen en el mercado herramientas de segmentación cada vez más sofisticadas. Algunas de las más eficientes
son: -Publicidad en buscadores, que permite de alguna manera “leer la mente” de los usuarios cuando escriben una frase de búsqueda en algún buscador; -Re-targeting que se basa en mostrar la publicidad a un grupo de usuarios que hayan demostrado interés en nuestro producto anteriormente; -Publicidad en redes sociales, que dada la gran cantidad de datos personales que éstas redes tienen sobre sus usuarios, es posible segmentar las pautas publicitarias de forma muy granular”

Portada¿Cuáles son sus objetivos para el año siguiente?
Martin Maslo:
“Nuestro objetivo y compromiso con la industria continúa siendo el mismo. Renovar nuestros esfuerzos de capacitación en el mercado participando en más conferencias o cursos, y sobre todo, ayudar a las empresas a que vendan más y puedan ganar más dinero gracias a sus esfuerzos de Marketing Online.”

1 y 2 de junio, 2011 – JW Marriott Marquis, Miami

La Cumbre Latinoamericana de Publicidad y Medios se realizará en Miami los días 1 y 2 de junio de 2011.

La Cumbre Latinoamericana de Publicidad y Medios de Portada es el Punto de Encuentro Anual del Mundo Latino de Publicidad, Medios y Contenidos.

Descargue el programa de la Cumbre (ingles) en PDF.

Lea el programa de la Cumbre (ingles) en formato de revista digital.

Principales temas:

–        Enfoque nacional: Brasil

–        Categorías de publicidad: Productos de lujo

–        Categorías de publicidad: finanzas

–        Casos de exito: Planes de publicidad panregional que hayan demostrado altos ROI’s

–        La evolución de los contenidos para audiencias latinas

–        Investigación: Tendencias en el consumo de medios

–        Encuentro con compradores de medios panregionales (“Speed Dating”)

–        Financiando Emprendimientos en Medios Latinos y Mercadeo: Ampliando la Escala en el Mundo Latino

–        Enfoque nacional: México

–        Enfoque regional: el Cono Sur

Conferencistas confirmados:

  • Belen Amatriain, Global Marketing Director, Telefonica
  • David Anon, Senior Director of Marketing–Latin America, Research in Motion
  • Rebecca Barba,, Manager, Global Marketing & Communications, Royal Caribbean Cruises
  • Gabriel Cabrera, Sr. Manager for E-Commerce and CRM Latin America, Sony.
  • Diego Carvajal, Content Manager and Digital Operations Manager at Casa Editorial El Tiempo, Colombia
  • María Carrasquillo, Marketing Director Latam and US Hispanic, Oster
  • Matías Comella, Manager, B2B Online Marketing, Latin America & Caribbean, Symantec
  • Jose Costa, Vice President of Marketing– Latin America and Caribbean, Burger King
  • Jan Gerits, Omnicom Media Group
  • Adriana Grineberg, Director of Sales, Google Brazil
  • Adrianne MendizabalGlobal Marketing Executive, Visa
  • Luis Merino, Head of Music, Prisa Radio
  • Drew Meyers, Partner, Group Argent
  • Marcelo Montefiore, President, Global Mind
  • Juan Jose Nunez, CEO and President, Vertical 3 Media
  • Shanna Parra, Regional Marketing Manager, PepsiCo International
  • Martin Pombo, Activation & Customer Marketing Manager, Nokia
  • Julian Porras, CEO, Omnicom Media Group
  • John Price, Managing Director, Americas Market Intelligence
  • Roberto Ricossa, Marketing Vice President, Avaya
  • Mariano Roman, CEO-Latin America, MediaCom
  • Jose Vargas, President, Health Care
  • Beth Uyenco, Global Research Director, Microsoft Advertising


Ceremonia de los Premios a la Publicidad y Medios Panregionales de Portada! 


Testimonios de los eventos de 2009 y 2010:

“Es difícil conseguir una buena conferencia con mucha concurrencia actualmente. Portada hizo un trabajo fantastico! Buenos conferencistas, buen contenido, buenos contactos”. (Cynthia Evans, Managing Director MEC.Latin America).

“Muchas gracias por esta maravillosa conferencia y estamos muy orgullosos de haber recibido el premio a la Mejor Campaña de Publicidad Panregional Digital. Es un honor para mi agencia, nuestro cliente HBO y todos los miembros del equipo involucrado en el proyecto”

(John Santiago, Co- CEO, Media 8).

“El Mandarin Hotel fue una sede excepcional para la Cumbre. Muy buenos debates y muchos clientes. Sé que este tipo de eventos no son nada fáciles de coordinar, pero salió muy bien”

(Paul Meyer, VP Interactive, Publicitas Charney/Palacios & Co)


  • An important section of our 2011 event will be devoted to provide Leading “General Market” decision


[SINGLEEVENT single_event_id=”cumbre-latinoamericana-de-publicidad-y-medios-2011-14-50a5d5023d569″]
  • Wal-Mart Stores

Wal-Mart Stores anunció que Eduardo Solorzano, president y CEO de Walmart México, ha sido nombrado vicepresidente ejecutivo, presidente y CEO de Walmart Latinoamérica. En esa tarea se encargará de monitorear las operaciones de Walmart en Argentina, Brasil, Chile, Costa Rica, El Salvador, Guatemala, Honduras, México, Nicaragua y Puerto Rico.


  • Deutsche Bank

Carat ganó la cuenta global Deutsche Bank, estimada en £130m, para realizar tareas de compra y planificación de medios. La pelea por la cuenta había sido contra MediaCom y otra agencia global.

Las tareas incluyen los mercados europeos, Estados Unidos, Latinoamérica y Asía del Pacífico. La revisión había comenzado en Septiembre del año pasado, MediaCom había ganado la cuenta originalmente en 2002 y previo a eso había sido manejada por Universal McCann.

El Deutsche Bank anunció al final del año pasado que buscaría mejorar su posición en los Estados Unidos y Asia como parte de su estrategia de recuperación tras la crisis financiera mundial. La compañía tiene oficinas en las centros financieros más importantes del mundo, como Londres, Moscú, Toronto, New York, San Pablo, Singapure, Sydney, Hong Kong y Tokyo. Actualmente se encuentra invirtiendo en mercados en crecimiento, mercados tales como los del Medio Este, Latinoamérica, Europa Central y Este y Asia del Pacífico.


  • Cerveza Cristal

La empresa de bebidas más grande de Chile, Compañía Cervecerías Unidas, ha contratado a VBAT para relanzar la cerveza nacional, Cerveza Cristal.

La agencia responsable del desarrollo de la marca ha creado una identidad para la cerveza que incluye un nuevo diseño para la botella, con una marca de cristal en la parte inferior.

VBAT, que ya a trabajado con cuentas internacionales de cervecerías (Amstel, Heineken y Maes se encuentran entre sus clientes) ganó la cuenta luego de una pelea con una agencia de Benelux y con dos del Reino Unido.

La identidad de la marca será relanzada a través de una campaña de marketing que incluye POS, digital, promociones, sponsoreos y anuncios publicitarios. Compañía Cervecerías Unidas opera principalmente en Chile y Argentina, es la principal cervezera chilena y la segunda más grande en Argentina. También tiene acuerdos de licencias con Heineken, Schweppes y PepsiCo, entre otros.


  • Industrial Aeronáutica

Industrial Aeronáutica (Indaer), una compañía que ofrece servicios de mantenimiento e ingeniería mecánica ha puesto en funcionamiento su nuevo equipo de marketing. Jovani Idrobo será el Director de Servicios Comerciales y estará trabajando desde Medellin, Colombia. Idrobo será responsable de todos los programas de marketing que Indaer lleve a cabo y de las relaciones con el consumidor para todo Latinoamérica.

Kurt Arner será el Director de Ventas Internacional. Con su oficina en Suiza será responsable de las relaciones con el consumidor Europeo, el Medio Este y África.

Calvin Tuitt será el Director de ventas para Norte América. Su sede de trabajo estará en Montreal, Canadá y entre sus tareas se encuentra la de apoyar las iniciativas de mercadeo en Canadá, Estados Unidos, México y el Caribe.


  • Target

Target está desarrollando su estrategia para toda la década, entre sus planes acaba de anunciar que este año invertirá $1 billón remodelando 340 locales, mientras que abrirá nuevos locales en algo más de diez ciudades. Además, según anunció la empresa, se encuentra desarrollando pequeños negocios para mercados urbanos y planifica expandirse fuera de los Estados Unidos. Los mercados en los que introduciría estos nuevos comercios son Canadá, México y Latinoamérica.


  • MyScreen

La compañía terminó de evaluar su nueva tecnología de publicidad móvil y ha comenzado a integrar su plataforma con su socio operador de telefonía móvil para su lanzamiento comercial en tres países de Latinoamérica: México, Brasil y Argentina.

La tecnología de MyScreen provee un servicio de publicidad de pantalla completa para dispositivos de telefonía móvil en manos de suscriptores seleccionados por sus intereses y les provee recompensas a cambio. Entre ellas se encuentran servicios gratuitos, ofertas y descuentos especiales.

La propensión de los consumidores de estos tres mercados a inscribirse para recibir publicidades en sus celulares es realmente muy alta. Los estudios marcan que un 65% de los usuarios de teléfonos móviles en México, Brasil y Argentina tiene un interés “moderado a alto” en recibir este tipo de ofertas de mercadeo. Mientras que un 30% está “muy interesado” en recibir mensajes de texto sobre sus intereses particulares.


  • Aviva

La compañía de seguros Aviva ha contratado a ZenithOptimedia (parte del grupo Publicis) para manejar su cuenta global de planificación y compra de medios por la suma de £150m. De esta manera concluye un periodo de cinco meses en los que se dedicó a una revisión de las tareas publicitarias de la compañía. ZenithOptimedia asumirá ahora el control total de la cuenta global de Aviva para la planificación de medios, la compra de medios y las actividades digitales de la cuenta.

Entre las nuevas tareas también se incluye el trabajo de medios para la compañía de Aviva RAC. La agencia peleó por esta cuenta contra Aegis, Omnicom y WPP. La nueva etapa se inaugura con la expectativa de realizar “signiicativas reducciones de costos” a lo largo de 28 países en los que está presente Aviva.


  • Piaggio Group

Piaggio Group, dueño de Vespa, la conocida marca de motos, le acaba de otorgar su cuenta para Europa central a Mindshare. La agencia gano el negocio luego de una puja contra agencias de las que no han trascendido los nombres. La cuenta cubre la mayor parte del mercado europeo, incluyendo el Reino Unido, Italia, España, Francia y Alemania.


  • Santander

Santander lanzó una iniciativa publicitaria que consta de un juego para teléfonos y redes sociales con el objetivo de relanzar sus marcas Abbey y Bradford & Bingley. El juego puede ser jugado mediante una aplicación de iPhone, en teléfonos celulares y con una aplicación de Facebook. Los puntajes pueden ser compartidos en la red social y en Twitter. El juego, desarrollado por Marvellous, está enmarcada en el relanzamiento en línea que Santander está llevando a cabo y que incluye un sitio web en el portal MSN.


  • A&E, Ole Networks

A&E Ole Networks anunció la designación de Santiago Herrera como director senior de ventas panregionales. Herrera tiene más de 15 años de experiencia en el área y trabajará cerca de los anunciantes y agencias para suministrar oportunidades de ventas latinoamericanas para las señales A&E, History Channel y Biography Channel.

Antes de esta designación, Herrera trabajó como director de ventas y alianzas de marketing de Viacom Latin America, donde supervisó las ventas publicitarias para MTV, Vh1 y Nickelodeon


  • Spirit Airlines

Spirit Airlines seleccionó a Resort & Residence TV para crear una campaña publicitaria para incrementar la adquisición de su tarjeta de crédito Free Spirit. Resort & Residence TV producirá y pondrá al aire en su cadena los comerciales de Spirit Airlines. También incluirá a la empresa entre sus sponsors para su serie de viajes y vacaciones. La campaña comenzará en Febrero y continuará hasta Junio.

  • Wal-Mart Stores

Wal-Mart Stores, Inc. announced that Eduardo Solorzano, president and CEO of Walmart de Mexico, has been named executive vice president, president and CEO of Walmart Latin America, where he will oversee Walmart's operations in Argentina, Brazil, Chile, Costa Rica, El Salvador, Guatemala, Honduras, Mexico, Nicaragua and Puerto Rico.


  • Deutsche Bank

Carat has won the estimated £130m global media planning and buying account for Deutsche Bank. The Aegis-owned network won the business after a pitch against the global incumbent, MediaCom, and one other network.

The business includes Europe, the US, Latin America and Asia-Pacific. The review kicked off in September last year. The WPP-owned MediaCom originally won the global media account for Deutsche Bank after a pitch in 2002. The account was previously held by Universal McCann.

Deutsche Bank announced at the end of last year that it would be looking to increase its standing in US and Asian equities and commodities trading as part of its recovery from the financial crisis. The company has offices in major financial centres such as London, Moscow, Toronto, New York, Sao Paulo, Singapore, Sydney, Hong Kong and Tokyo. The bank is currently investing in growing markets, such as the Middle East, Latin America, Central and Eastern Europe and Asia-Pacific.


  • Cerveza Cristal

Chile's largest brewer, Compania Cervecerías Unidas, has appointed VBAT to relaunch the country's biggest beer brand, Cerveza Cristal.

The brand development agency has created a brand identity for the beer that includes a new bottle design, with a crystal mark embossed in the foot of the bottle.

VBAT, which is no newcomer to the international beer market and has Amstel, Heineken and Maes among its clients, won the business after a pitch against two Benelux and one UK agency.

The brand identity is being rolled out across trade marketing, POS, digital, promotions, sponsorship and advertising. Compania Cervecerías Unidas, which operates mainly in Chile and Argentina, is the largest Chilean brewer and the second-largest brewer in Argentina. The company also has licensing agreements with Heineken, Schweppes and PepsiCo among others.


  • Industrial Aeronáutica

Industrial Aeronáutica, or Indaer, an aerospace maintenance, engineering and technical services company unveiled its new sales and marketing organization. Mr. Jovani Idrobo is appointed as Director, Commercial Services. Based in Medellin, Colombia, Mr. Idrobo will be responsible for all of Indaer’s marketing programs, and for customer relationships in Latin America.
Mr. Kurt Arner is appointed as Director, International Sales. He will be based in Switzerland, from where he will be responsible for customer relationships in Europe, the Middle East and Africa.

Mr. Calvin Tuitt joins the company as its Director, North American Sales. Based in Montreal, Canada, he will support Indaer’s marketing activities in Canada, the US, Mexico and the Caribbean.


  • Target

Target is outlining major initiatives for the next decade, the retail giant announced plans to spend $1 billion this year remodeling 340 existing stores, while opening fewer than ten new sites. The renovated stores will offer more groceries. Target, based in Minneapolis, is also developing smaller stores for urban markets and plans to expand outside the U.S., most likely in Canada, Mexico or Latin America.


  • MyScreen

The company has completed testing its mobile advertising technology and integrated its platform with its mobile operator partners in preparation for its commercial launches in its first three Latin American markets: Mexico, Brazil and Argentina.

MyScreen's patent-pending technology delivers full-screen advertisements to the mobile phones of opt-in subscribers and provides them with rewards such as free services, special offers and discounts.

The propensity for consumers in MyScreen's launch markets to sign up to receive mobile advertising is very high. Studies show 65% of all mobile phone users in Mexico, Brazil and Argentina are "moderately to highly" interested in mobile marketing, and 30% are "very likely" to opt-in to receive mobile marketing messages.


  • Aviva

Aviva, the insurance company, has appointed Publicis Groupe's ZenithOptimedia to handle its £150m global media planning and buying requirements, ending a five-month consolidating review process. ZenithOptimedia will now assume control of all Aviva's global media planning, buying and digital activities, previously split between numerous agencies.

The new business win will include the media requirements for the Aviva-owned motoring company RAC. The agency fought off competition from Aegis, Omnicom and WPP agency networks to handle a new account that is expected to make "significant costs savings" across 28 countries.


  • Piaggio Group

Piaggio Group, the owner of the Vespa scooter brand, has awarded its consolidated pan-European media account to Mindshare. The agency won the business after a pitch against undisclosed agencies. The account covers the major European markets, including the UK, Italy, Spain, France and Germany.


  • Santander

Santander has launched a mobile and social media game as part of its integrated marketing campaign to rebrand Abbey and Bradford & Bingley. The bridge-building puzzle game Red Brick can be played via an iPhone app, mobile game and Facebook app. Scores can be shared via Facebook and Twitter. The game, developed by social media agency Marvellous, follows an online rebrand for Santander that included a home-page takeover of the MSN portal.

  • A&E, Ole Networks

A&E, Ole Networks appointed Santiago Herrera as Senior Sales Director Panregional.Herrera, based in Miami, will work closely with advertisers and agencies to provide attractive opportunities for Latin American sales for signals A & E, History Channel and Biography Channel. 

Herrera previously worked at Sony Pictures International and Discovery Networks Latin America, where he built a solid record of sales success and accomplishment for various signals, most recently was Director of Sales and Marketing Alliances at Viacom Latin America, where he oversaw advertising sales for MTV, VH1 and Nickelodeon.


  • Spirit Airlines

Spirit Airlines selected Resort & Residence TV to create an advertising campaign to increase acquisitions for its Free Spirit credit card. Resort & Residence TV will produce and air a Spirit Airlines commercial across its network. Resort & Residence TV will also feature Spirit as a sponsor of one of its vacation travel series. The campaign will begin to roll out the in February and run through June.


Click here, for detailed contact information on Hispanic Corporate Marketers at these companies and the decision makers at their Advertising Agencies. In addition to information on more than 2,000 Leading Agency and Marketing/Advertising Directors who are targeting Hispanics. (Downloadable into an Excel Spreadsheet for seamless integration into your own database!).