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Carlos Espíndola (3M), Denisse Guerra (Estée Lauder), Martín Jones (L’Oréal) and Borja Beneyto (Starcom MediaVest) give Portada an exclusive look at their Latin American marketing and media 2016 forecasts.

Carlos Espíndola, 3M: Efficiency and Effectiveness

“My expectations for 2016 are efficiency and effectiveness. The situation in Latin America in terms of politics and economics is very complicated, and companies need to make efficient

Carlos Espíndolainvestments in advertising to have a greater and better impact. Media outlets and agencies must develop greater empathy for advertisers and their realities, and advertisers must develop the ability to be more effective, productive and relevant. It’s no longer necessary to invest millions in different media outlets: the most important thing is to develop automated marketing plans that guarantee a return on investment for consumer outreach programs.”

 

Denisse Guerra, Estée Lauder Companies: Full-Fledged Development of E-Commerce

“Our expectations as a company and as specific brands will be the exhaustive development of our e-commerce business for our retailers (especially the fragrance brands that we license). For our prestigious brands, which Denisse Guerrahave traditionally done business in physical stores, it is a great opportunity to recruit new clients through online media and reward our loyal consumers. Of course, we will continue to develop strategies to keep providing a “high-touch” service to all of our clients in physical stores, but we must work on strategies so that this “high touch” can be transmitted through our e-commerce and social media as well. In the fragrance area, it will be very important to develop creative communication strategies for digital media that can substitute the consumer experience of going into the store to smell aromas, creating a digital environment that makes the consumer want to find out more and then receive samples or decide to make a trip to a physical location.”

We must work on strategies so that this “high touch” service can be transmitted through our e-commerce and social media as well.

Martin Jones, L’Oreal: Marketing Automation, Content Marketing and Mobile Marketing

“The majority of expectations for 2016 were trends in 2015; what we hope is that these trends consolidate this year. Expectations for 2016 are very clear for the digital world: automated marketing,  microtargeting and personalization are at the Martin Jonescenter of digital strategies. It is increasingly necessary to direct personalized communication and content to consumers; impacting audiences precisely according to their behaviors is the key to media ROI (here there are two key factors: email marketing and predictive analysis), and on the other hand, programmatic buying will become significant in 2016. Content marketing: the video ad forms part of any advertiser’s agenda as an extension of his or her TV, but more than anything through productions designed for the digital world (at a lower cost to generate a larger volume of content). Another important point on the agenda is data-driven marketing: finding important insight from all information obtained from audiences and programs is vital to decision-making. We must know our consumers. Mobile marketing: today, everything has to start on mobile. Geolocalization and transactional experiences are the motor for deepening the mobile experience. Electronic PR will form part of the content agenda of every brand, and the curation and distribution of content is increasingly relevant to win the battle of earned media. The wearables market and its outlook for the future will see growth into 2020. Inbound marketing or “attraction marketing” will be articulated through different resources: blogs, podcasts, vídeos, ebooks, boletines, whitepapers, optimization techniques for search engines (SEO) and social media.”

Borja Beneyto,Starcom MediaVest Group: Data Management

Borja Beneyto“I believe that 2016 will be the year in which the industry will become more sophisticated in its data processes, tools and products. This is something that will turn data management into not only a commodity in terms of services, but also in an audited base for businesses to generate sequential communications, total investment efficiency in multi-disciplinary media and above all, precision marketing. On the other hand, we will see more advanced search models appear through the results of e-commerce on demand, the evolution of content aggregators, the unstoppable advance of mobile thanks to messenging, the added value of social media to maximize the sales funnel and intelligence applied to photography archives.”

Data processes will not only turn into a commodity in terms of service, but also in an audited base for businesses to generate sequential communications.

So there you have it: the opinions of important brands and agencies in the region. Shortly, we’ll be releasing the 2016 marketing and advertising forecast from the Latin American media owners perspective.

 

CHECK OUT: 2015 LatAm Marketing Highlights According to Estée Lauder, Viacom, Starcom, L’Oreal, Zoomin.TV, 3M….

A who is who of the Online Video World is participating at Portada’s Latin Online Video Forum on June 3 in Miami. Dr. Shay David, CRO and Co-Founder of Kaltura, a leading open source video platform, and Jan Riemens, CEO of international Multichannel Network Zoomin.TV will be speakers in the Forum. Both thought leaders will be having an on-stage conversation on the important theme of “Delivering Over the Top Television”.

Some of the questions David and Riemens will answer include:

Dr. Shay David, Co-Founder, Kaltura
Dr. Shay David, Co-Founder, Kaltura

-What tools are required to deliver Hollywood grade content?

CEO, Zoomin.TV
CEO, Zoomin.TV

-What are some best practices to keep viewers engaged?
-How does an international media company produce content in 17 languages and generate almost 4 billion video impressions per month
– How are some of the world’s leading media companies creating and monetizing new OTT experiences.

Online Video Talent and MCN’s (Multichannel Networks) will play an important part at the Latin Online Video Forum. Major Online Video Talent and C-level MCN executives including the below will be participating:

– Fabienne Fourquet,CEO and co-founder, 2Btube
– Luiza Ricupero Negret, VP, StyleHaul Mundo
– Ulysses Alvarado, Founder & CEO, Tu Vision Canal
– Lynn Ponder, Founder, WebcityGirls
– Jeannette Kaplun, Founder and Chief Content Officer, Hispana Global
– Martin Frontini, Managing Director Latam & Spain, Zoomin.T​V
– Annie Vazquez, The Fashion Poet
– Carolina Ortiz, Lifestyle and Beauty Blogger
Daniela Ramirez, @Nanyzcloset, Lifestyle and Fashion Blogger

The Winner of the 2015 Top Latin Social Influencer Award (voting is open until this Friday May 8!) will also be announced during the Latin Online Video Forum.

Major players from the Brand Marketing, Agency and Social Media world also participating at the Latin Online Video Forum also include:
– Maya Kosovalic, Digital and Media Communications Manager, L’Oreal
– Carlos Espíndola, Gerente eHub Latinoamérica, 3M
– Adriana Grineberg, Head of Operations, Facebook Miami
– Borja Beneyto, Digital Regional Director Latin America, Starcom MediaVest

More exciting news about the Latin Online Video Forum and the overall #Portadalat event are going to be announced in the next few days.

Tickets to the Latin Online Video Forum, June 3 in Miami’s Hyatt Regency Hotel, can be purchased independently or in combination withe the LatAm Advertising and Media Summit which takes place on June 3 in the evening and June 4. Both events are under the umbrella of #Portadalat.

A who is who of the Online Video World is participating at Portada’s Latin Online Video Forum on June 3 in Miami. Dr. Shay David, CRO and Co-Founder of Kaltura, a leading open source video platform, and Jan Riemens, CEO of international Multichannel Network Zoomin.TV will be speakers in the Forum. Both thought leaders will be having an on-stage conversation on the important theme of “Delivering Over the Top Television”.

Some of the questions David and Riemens will answer include:

Dr. Shay David, Co-Founder, Kaltura
Dr. Shay David, Co-Founder, Kaltura

-What tools are required to deliver Hollywood grade content?

CEO, Zoomin.TV
CEO, Zoomin.TV

-What are some best practices to keep viewers engaged?
-How does an international media company produce content in 17 languages and generate almost 4 billion video impressions per month
– How are some of the world’s leading media companies creating and monetizing new OTT experiences.

Online Video Talent and MCN’s (Multichannel Networks) will play an important part at the Latin Online Video Forum. Major Online Video Talent and C-level MCN executives including the below will be participating:

– Fabienne Fourquet,CEO and co-founder, 2Btube
– Luiza Ricupero Negret, VP, StyleHaul Mundo
– Ulysses Alvarado, Founder & CEO, Tu Vision Canal
– Lynn Ponder, Founder, WebcityGirls
– Jeannette Kaplun, Founder and Chief Content Officer, Hispana Global
– Martin Frontini, Managing Director Latam & Spain, Zoomin.T​V
– Annie Vazquez, The Fashion Poet
– Carolina Ortiz, Lifestyle and Beauty Blogger
Daniela Ramirez, @Nanyzcloset, Lifestyle and Fashion Blogger

The Winner of the 2015 Top Latin Social Influencer Award (voting is open until this Friday May 8!) will also be announced during the Latin Online Video Forum.

Major players from the Brand Marketing, Agency and Social Media world also participating at the Latin Online Video Forum also include:
– Maya Kosovalic, Digital and Media Communications Manager, L’Oreal
– Carlos Espíndola, Gerente eHub Latinoamérica, 3M
– Adriana Grineberg, Head of Operations, Facebook Miami
– Borja Beneyto, Digital Regional Director Latin America, Starcom MediaVest

More exciting news about the Latin Online Video Forum and the overall #Portadalat event are going to be announced in the next few days.

Tickets to the Latin Online Video Forum, June 3 in Miami’s Hyatt Regency Hotel, can be purchased independently or in combination withe the LatAm Advertising and Media Summit which takes place on June 3 in the evening and June 4. Both events are under the umbrella of #Portadalat.

Great storytelling doesn’t come naturally to most people. But if you can harness its power and leverage the impact of content discovery, you can capture your audience in unbelievable ways. Claim your invitation to join Miami’s top marketers for a complimentary, interactive content strategy workshop this Thursday April 23rd in Miami’s Mandarin Oriental Hotel! (Space for this free event is limited and not guaranteed. Please allow some time to confirm your registration.)

Join Skyword this Thursday, April 23rd for a Special Latin American and U.S. Hispanic Edition of the Content Rising Content Marketing Strategy Workshop.

ContentRisingMIAMI4.15
Discover how top marketers are transforming their organizations through original brand storytelling. You’re invited to enjoy breakfast and take part in an interactive workshop session with enterprise storytelling champions! You’ll walk away with the necessary tools and insights to develop and implement a dynamic content strategy. Register now!

PRESENTERS

Guillermo Morrone, VP Head of Global Consumer and Priceless Cities Content Strategy at MasterCard
Fernando Bazan, eMarketing Manager at 3M Latin America will explain their blueprints for creating content at scale for multiple markets around the world.
– George Levy, Director of US Hispanic and Latin American Partnerships at Skyword

EVENT AGENDA

7:30-8:00: Breakfast
8:00-8:10: Introduction and Welcome
8:10-9:30: MasterCard and 3M Case Studies
9:30-12:00: Interactive Workshop

• Gain insights into which brand stories to tell and how to build an audience
• Develop an action plan for expanding reach, improving customer intimacy, and delivering ROI

VENUE

Mandarin Oriental
500 Brickell Key Drive
Miami, FL 33131
Register now! (Space for this free event is limited and not guaranteed. Please allow some time to confirm your registration.) 

Major news about our 7th Annual Latin American Advertising and Media Summit preceded by the Latin Online Video Forum in Miami’s Hyatt Regency Hotel on June 3-4, 2015. Portada Editorial Board Members Carlos Espindola, Digital Head Latin America, 3M, Denisse Guerra, Regional Marketing Director Latin America, The Estee Lauder Companies Inc., Ruben Leo Sarmiento, ‎Marketing/Digital Marketing Director / Mexico & International at Genomma Lab, Jose Ruiz, Director, LAD Advertising & Online, Oracle and Raquel Solorzano, Regional Media Director, Diageo will provide 50 votes per category and add to the votes of Portada’s Audience at our 2015 Latin American Advertising and Media Awards. Winners to be announced during the 2015 Portada LatAm Advertising and Media Summit in Miami on June 3-4 (#Portadalat)! For Award Categories and the milestones of the pathbreaking Award Program see below.

Latam-Awards-450x253“Peer to peer recognition is the essence of Portada’s renowned Award program. Portada’s audience of thousands of marketers in Latin America and the U.S. will nominate and vote for their favorite candidates. In addition, our Editorial Board of top-notch brand marketers will add their votes to determine the winners!”, says Marcos Baer, publisher of Portada.

Portada Awards

2015 CATEGORIES:

  • Top Panregional Integrated Advertising Campaign
  • Top Latin American Online Video Campaign
  • Top Latin American Print Advertising Campaign
  • Top Latin American Content Marketing Campaign
  • Top Latin American Digital Media Agency
  • Top Latin American Media Buying Agency
  • Top Marketer to Latin American Audiences
  • Top Latin American Digital Innovator
  • Top Content Provider to Latin American Audiences
  • Top Panregional Advertising Campaign
  • Top Panregional Marketing and Media Professional

 

PLUS, NEW THIS YEAR: 

  • “Grand Winner” (most voted Winner of above Award Categories)

CALENDAR AND PROCEDURE

MARCH 16-APRIL 3: Nomination Period

Nominations for the 11 categories are open for submission. Nominations will be accepted online by applying here: https://www.portada-online.com/events/summit/awards.
For assistance with any questions or comments about submissions, please email:  Awards@portada-online.com

 

APRIL 13-MAY 1: Voting Period

 

MAY 13: Finalists are announced

Finalists are the top 3 most voted nominees per category. Portada’s Award Jury then will cast the final votes. Winners will be announced at Portada’s Award Ceremony on June 4, 2015. The Award Winner with most votes of the 11 categories is the 2015 Grand Winner.

Portada’s Editorial Board Members (Award Jury):

  • Carlos Espíndola, Gerente eHub Latinoamérica, 3M
  • Denisse Guerra, Directora de Marketing Regional para América Latina, The Estée Lauder Companies Inc.
  • Ruben Leo Sarmiento, Marketing/Digital Marketing Director / Mexico & International at Genomma Lab
  • José Ruiz, Director, LAD Advertising & Online, Oracle
  • Raquel Solórzano, Directora de Medios Regionales, Diageo

 

JUNE 4: Award Ceremony

Join us at Portada’s 7th Annual Latin American Advertising and Media Conference on June 4, 2015 for our Award Ceremony. The Ceremony will also be streamed online. Stay tuned and follow #PortadaLat for updates!

 

Major news about our 7th Annual Latin American Advertising and Media Summit preceded by the Latin Online Video Forum in Miami’s Hyatt Regency Hotel on June 3-4, 2015. Portada Editorial Board Members Carlos Espindola, Digital Head Latin America, 3M, Denisse Guerra, Regional Marketing Director Latin America, The Estee Lauder Companies Inc., Ruben Leo Sarmiento, ‎Marketing/Digital Marketing Director / Mexico & International at Genomma Lab, Jose Ruiz, Director, LAD Advertising & Online, Oracle and Raquel Solorzano, Regional Media Director, Diageo will provide 50 votes per category and add to the votes of Portada’s Audience at our 2015 Latin American Advertising and Media Awards. Winners to be announced during the 2015 Portada LatAm Advertising and Media Summit in Miami on June 3-4 (#Portadalat)! For Award Categories and the milestones of the pathbreaking Award Program see below.

Latam-Awards-450x253“Peer to peer recognition is the essence of Portada’s renowned Award program. Portada’s audience of thousands of marketers in Latin America and the U.S. will nominate and vote for their favorite candidates. In addition, our Editorial Board of top-notch brand marketers will add their votes to determine the winners!”, says Marcos Baer, publisher of Portada.

Portada Awards

2015 CATEGORIES:

  • Top Panregional Integrated Advertising Campaign
  • Top Latin American Online Video Campaign
  • Top Latin American Print Advertising Campaign
  • Top Latin American Content Marketing Campaign
  • Top Latin American Digital Media Agency
  • Top Latin American Media Buying Agency
  • Top Marketer to Latin American Audiences
  • Top Latin American Digital Innovator
  • Top Content Provider to Latin American Audiences
  • Top Panregional Advertising Campaign
  • Top Panregional Marketing and Media Professional

 

PLUS, NEW THIS YEAR: 

  • “Grand Winner” (most voted Winner of above Award Categories)

CALENDAR AND PROCEDURE

MARCH 9-APRIL 3: Nomination Period

Nominations for the 11 categories are open for submission. Nominations will be accepted online by applying here: https://www.portada-online.com/events/summit/awards.
For assistance with any questions or comments about submissions, please email:  Awards@portada-online.com

 

APRIL 13-MAY 1: Voting Period

 

MAY 13: Finalists are announced

Finalists are the top 3 most voted nominees per category. Portada’s Award Jury then will cast the final votes. Winners will be announced at Portada’s Award Ceremony on June 4, 2015. The Award Winner with most votes of the 11 categories is the 2015 Grand Winner.

Portada’s Editorial Board Members (Award Jury):

  • Carlos Espíndola, Gerente eHub Latinoamérica, 3M
  • Denisse Guerra, Directora de Marketing Regional para América Latina, The Estée Lauder Companies Inc.
  • Ruben Leo Sarmiento, Marketing/Digital Marketing Director / Mexico & International at Genomma Lab
  • José Ruiz, Director, LAD Advertising & Online, Oracle
  • Raquel Solórzano, Directora de Medios Regionales, Diageo

 

JUNE 4: Award Ceremony

Join us at Portada’s 7th Annual Latin American Advertising and Media Conference on June 4, 2015 for our Award Ceremony. The Ceremony will also be streamed online. Stay tuned and follow #PortadaLat for updates!

What: Video Advertising Software services provider TubeMogul has opened offices in Mexico and Brazil and  signed a global deal with 3M to increase its global presence in Latin America.Media veterans Bernardo Toca and Adriano Hayashi join TubeMogul to spearhead growth in Mexican and Brazilian markets respectively.
Why it matters: An increasing number of  providers of programmatic buying and video services is expanding into Latin America because of the very high growth rate of the Latam digital market. These providers include Ebuzzing, DynAdmicYuMe and The Rubicon Project.

descargaVideo Advertising Services provider TubeMogul has officially opened offices in Mexico and Brazil and hired media veterans Bernardo Toca in Mexico and Adriano Hayashi in Brazil to lead their country’s respective offices.The company has also signed a global deal with 3M.

Bernardo Toca joins TubeMogul with over 15 years of digital media experience, serving most recently as Country Manager for ClickMagic. He also teaches a master’s course in performance marketing at Mexico’s ISDI MIB (Masters in Internet Business) program, and has worked previously at Disney, Google, and AT&T.

Adriano Hayashi comes to TubeMogul from Cadreon Australia, where he worked as the trading desk’s Video Product Manager. He attended Brazil’s prestigious Escola Superior de Propaganda e Marketing institution, and was valedictorian at Digital Media’s Digital Cadet program. He has over 13 years digital marketing experience at Fast Runner, Duton, Towers Watson, and as a freelance consultant.

The move reflects the company interest to expand throughout Latin America and Mexico, which are among the fastest-growing programmatic markets globally with over 101% growth in total video inventory available for purchase since January 2014. Interesting, TubeMogul generated approximately 33% of its 2013 revenue from markets outside the United States, and has seen brands like Mondelez and Lenovo increasingly use software to unify their global video advertising initiatives.

“Advertisers are pulling us into these markets.Both Mexico and Brazil represent a huge strategic opportunity for brands and agencies to extend their reach, and we’re thrilled to have experienced authorities like Bernardo and Adriano lead our efforts in these high-growth countries,” said Mike Downs, TubeMogul’s VP Sales, Latin America.

Adding to U.S. Hispanic

“Programmatic advertising – especially video – is exploding across Mexico. We’ve worked with TubeMogul in the US on both Hispanic and general market campaigns, and because of their experience and commitment to helping brands simplify their video advertising campaigns, we’re very excited to build on that partnership in the coming months,” said Fernando Bazán Athié, eMarketing Supervisor LATAM at 3M.

TubeMogul’s software enables brands and agencies to buy video ads across all devices, and provide ad serving, targeting, optimization and brand measurement. It currently reaches over 24 million unique viewers each month in Mexico, according to comScore, and programmatic advertising is forecast to grow by over 8,000% in Latin America from 2014 – 2018, according to International Data Corporation.

The second day of #PortadaLat has begun! The first panel was moderated by Tom Gerace, CEO of Skyword, and included panelists Carlos Espindola, eHub Manager Latin America, 3M; Juan Carlos Pedreira,  Partner/Senior Social Media Strategist, Social Business Hub. Inc.; Denisse Guerra, Regional Marketing Director, Estee Lauder; and Fernando Rodriguez, DG Consulting, Miami.

How can we create relevant content? How can we create a good content marketing strategy?

TomGTom Gerace, CEO of Skyword stated: “We need to go well beyond what the brand is and what it does, to create a connection with consumers.”

 

guerra-expansion1112Connecting with consumers was one of the key points discussed by the panel. For Denisse Guerra, Regional Marketing Director, Estee Lauder, it is essential to “listen to your consumers, offer them relevant content, and co-create content with consumers.”

For pan-regional marketing, a global calendar is necessary, said Guerra, “but we need to be careful about special dates, such as Mother’s Day, which falls on a different date in Latin America.”

“Nowadays at Estee Lauder, we need a multi-channel communications plan that includes all media. Five years ago, our spending was limited to print media.”

 “At Estee Lauder, we produce a lot of centralized content with a brand voice, but we ‘tropicalize’ our messages for Latin America and adapt them to each specific market in the region.

Guerra also noted that “we have learned to train our teams to create local content.”

Regarding metrics, Guerra stated: “You cannot measure each media in the same way. One has to clearly know what you want to measure.”

jcpJuan Carlos Pedreira, Partner/Senior Social Media Strategist at Social Business Hub. Inc., noted: “We have to understand what our audience really wants and ask them; not create content based on what we think they want. In my opinion, the key is to create original content that reflects the brand’s personality.” Pedreira added that “we need to very careful about maintaining the authenticity of the brand when creating content.”

3mIn response to the question about how 3M creates its content for Latin America, Carlos Espindola, eHub Manager Latin America, 3M, responded: “We have very different products and not all of them are well-known in Latin America, so the production of our content is based on offering information about our products and having consumers connect with our brands.”

Espindola added that he considers it important “to work jointly in Latin America to achieve success. Approaching each Latin American country separately is not necessary.”

 “to work jointly in Latin America to achieve success. Approaching each Latin American country separately is not necessary.”
 

Tom Gerace asked the panel what advice they would give in terms of content marketing.

Espindola, of 3M, advised to keep in mind the context of the content. “Not all content can be used in all markets.”

Fernando Rodriguez, DG Consulting Miami, advised to have a clear idea about “who you are as a content producer and stay your course. You can’t be all over the map.”

The panel concluded with questions from the audience.

The second day of #PortadaLat has begun! The first panel was moderated by Tom Gerace, CEO of Skyword, and included panelists Carlos Espindola, eHub Manager Latin America, 3M; Juan Carlos Pedreira,  Partner/Senior Social Media Strategist, Social Business Hub. Inc.; Denisse Guerra, Regional Marketing Director, Estee Lauder; and Fernando Rodriguez, DG Consulting, Miami.

How can we create relevant content? How can we create a good content marketing strategy?

TomGTom Gerace, CEO of Skyword stated: “We need to go well beyond what the brand is and what it does, to create a connection with consumers.”

 

guerra-expansion1112Connecting with consumers was one of the key points discussed by the panel. For Denisse Guerra, Regional Marketing Director, Estee Lauder, it is essential to “listen to your consumers, offer them relevant content, and co-create content with consumers.”

For pan-regional marketing, a global calendar is necessary, said Guerra, “but we need to be careful about special dates, such as Mother’s Day, which falls on a different date in Latin America.”

“Nowadays at Estee Lauder, we need a multi-channel communications plan that includes all media. Five years ago, our spending was limited to print media.”

 “At Estee Lauder, we produce a lot of centralized content with a brand voice, but we ‘tropicalize’ our messages for Latin America and adapt them to each specific market in the region.

Guerra also noted that “we have learned to train our teams to create local content.”

Regarding metrics, Guerra stated: “You cannot measure each media in the same way. One has to clearly know what you want to measure.”

jcpJuan Carlos Pedreira, Partner/Senior Social Media Strategist at Social Business Hub. Inc., noted: “We have to understand what our audience really wants and ask them; not create content based on what we think they want. In my opinion, the key is to create original content that reflects the brand’s personality.” Pedreira added that “we need to very careful about maintaining the authenticity of the brand when creating content.”

3mIn response to the question about how 3M creates its content for Latin America, Carlos Espindola, eHub Manager Latin America, 3M, responded: “We have very different products and not all of them are well-known in Latin America, so the production of our content is based on offering information about our products and having consumers connect with our brands.”

Espindola added that he considers it important “to work jointly in Latin America to achieve success. Approaching each Latin American country separately is not necessary.”

 “to work jointly in Latin America to achieve success. Approaching each Latin American country separately is not necessary.”
 

Tom Gerace asked the panel what advice they would give in terms of content marketing.

Espindola, of 3M, advised to keep in mind the context of the content. “Not all content can be used in all markets.”

Fernando Rodriguez, DG Consulting Miami, advised to have a clear idea about “who you are as a content producer and stay your course. You can’t be all over the map.”

The panel concluded with questions from the audience.

The 7th Annual Portada Latam Advertising and Media Summit will take place on June 4 and 5 2015 in Miami

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