accounts moves


The last three months of the year are always intense in the Latin American digital media marketplace: planning events and celebrations, calculating and predicting how to end the calendar year, launching new projects to catch the last wave of ad money before the relative calm,that usually comes with the first quarter of the new yeaer. And it can get chaotic, says Portada Latin American digital media correspondent Lorena Hure.

Translated by Celeste Martorana and edited by Gretchen Gardner.

Here, we’ll give you a few highlights of the past month, including upcoming events and projects being launched that we think you may find interesting.

Comscore – Introducing digital trends

marcos christensenMarcos Christensen, comScore’s country manager for Argentina, told me that in early December, the company will be introducing all of the digital trends with the latest developments in audience measurement, multi-platforms use, social media and campaign effectiveness.

The main concept behind this presentation will be that “the industry has finally realized that clicks are not that important and that advertisers now seek to understand the impact of campaigns in the same way that they do on TV: strengthening the scope, frequency, buying intention, memory, etc. Thus, digital is no longer a direct marketing-only tool and has become a platform for branding to a measurable audience like other media.”

Stay tuned for more details on this, as comScore will update us shortly.

RPA Media Place promises

alejandro alvarezIn case you haven’t heard yet, RPA Media Place, a programmatic buying platform with access to premium inventory from Argentina’s major  publishers (Grupo Clarin, Infobae, La Nacion, Perfil and Telefe), was launched in September, sending the digital community in Argentina into a frenzy.

A few days ago, I asked Alejandro Alvarez, CEO of RPA Media Place, how everything is going, and he told me that they have already closed private marketplace deals with Netflix, NewSan, Unilever, Affiperf and MediaMath after only a month of operation. He also promised that the best was yet to come.

Why didn’t these ideas occur to me first?

Where are the digital natives?

demian falestchiDemian Falestchi (co-founder and CEO of Kids Corp) invited me to the Digital Natives Summit, an event aimed at presenting the different approaches to reaching this key demographic. During the event, various industry thought leaders spoke about marketing, communication, innovation, technology, economics and trends exclusively related to this younger segment.

Although I saw a few familiar faces, I also ran into some of the industry pioneers who are now investors: it seems that the focus on digital natives is a trend to watch very closely.

As for the content of the event, I was amazed at some of the media consumption habits of very young people that were presented, and I’m pretty sure I’m not a target anymore!

Social Media Week Mexico

Paula CutuliSocial Media Week (SMW) is an event held in over 15 cities in the world that aims to share ideas and inspiration related to how social media and technology change business, society and culture. Mexico had its first SMW in June 2015, with almost 1,200 attendees, and organizers estimate that the number will triple for the 2016 event.

Paula Cutuli, CEO at SoulNet, the local city organizer of SMW Mexico, told me that next year’s event will be held from June 6th to 10th, and that they are already defining speakers, sponsors, and venues.

The early bird gets the worm…

Another one heading to Mexico

lore astegianoLorena Astegiano Eismendi has joined PontaMedia as Media Director, after having worked for almost eight years at e-planning, most recently as Sales Director. Astegiano Eismendi will move to Mexico from Argentina as a part of the company’s expansion process.

Good luck Lore!

IMS and comScore introduce regional study

anita figueiredoThe girls from IMS’s marketing team (Anita Figueiredo and Nana Barragan) told me that before the end of the year, they will release a regional study on audiovisual content with an in-depth analysis of Latam audiences (with its peculiarities, presented by market), including findings on how they relate to relevant audiovisual platforms. The study, which is much larger than any they have released in the past, is being conducted in partnership with comScore.

We will be waiting for more news!

Changes in Chile

ale trujilloAlejandro Trujillo has left his position as a sales executive at LinkedIn (through IMS Chile), to join TAPTAP Networks as a sales manager. Headquartered in Madrid, TAPTAP Networks is a mobile- focused company that is making a gradual landing in Latin America (or so it seems, as they have opened commercial operations in Chile after doing the same in Colombia, where they already have an office.)

All the best Ale!

Adjustments at Guvera

My time as Guvera’s Sales Director for LatAm Southern Cone came to an end in mid-September. It was a very intense and rewarding experience, both personally and professionally, and I really appreciate having been part of it.

You’ll be hearing about my new projects soon, as we “digitals” never really leave; we just reinvent ourselves.

That’s all for now, folks! See you next month with all the gossip!


We are introducing our new monthly column written by Lorena Hure, who provides “tidbits” or “digital nibbles” of the latest in the Latin American Digital Media market. That is, those news which only the industry insiders are aware of and do not come from any press release. Thus, all updates that Portada’s audience clearly deserves to know.

I have been part of the digital industry for more than 10 years. During this time, I have had the opportunity to serve key companies in the region and to visit different countries participating in various projects.
I have firsthand witnessed the evolution (and revolution) of advertising and digital marketing, and met professionals with whom I have, for many years, kept in touch in meetings, events and even through social networks.

Many of my former co-workers today conduct their own businesses. Many others, have chosen to continue their careers in large companies.

These years of travels and friends in key positions have all shed some light on my own vision of the industry. I’m part of this. I have learned so many things that I would like to share some with Portada’s audience through this monthly column.

Here are some of the latest news of the digital world in Argentina and Chile.

Chile: agency moves

valenciaI visited Santiago de Chile last month and learned that Cristián Valencia left his position at Initiative, to take up a similar role at Starcom MediaVest, where from now on he will be in charge of coordinating the digital team.

At Initiative, he will be replaced by Pato Ugarte, who will lead Initiative’s digital media team.

Wishing both og you the best!

IPG Chile wins CCU

At IPG Chile, I was told that CCU has been recently added to IPG’s client roster. CCU is a major beverage company, with a substantial participation in the beer, pisco, rum, wine, cider, soft drinks, juices, bottled water, functional beverages and candies business. CCU diverse product portfolio includes owned, licensed and imported brands, including Heineken, PepsiCo, Schweppes, Pernod Ricard (to name a few.)


From Argentina to Mexico

Juancito-AlmironFriends and family where happy to see photos of Juancito Almirón (former Punto Fox and DataXpand) farewell party in many social networks. Apparently, he is moving to Mexico to take up as Head of DMP at Affiperf, Havas’ trading desk.

Good luck Juancito!


Kickads is kicking …. and Getting Bigger

Pablo-gomezA few weeks ago, I run into part of Kickads Argentina’s team at the IAB Now event in Buenos Aires. It seems the team has got bigger: in less than two years, they went from being just 5 folks, to 25. Not bad. In addition, they have recently appointed Pablo Gomez (former US Media Consulting) as Head of Ad Operations. These guys promise.

Headway is Celebrating 5 Years in the Industry

Some days ago, Maggie Solé, marketing manager at Headway Digital, told me over a coffee chat that in October, Headway is celebrating 5 years since its launch (yes… five years!). You have come a long way, boys. This means upcoming celebrations in Buenos Aires (lookforward to your party invite :-))

Appointments and Promotions at Rekket

Leandro-SantoroLast week, I had lunch with Marcelo Garcia Cisneros (founder and CEO of Rekket.com). Marcelo told me that Leandro Santoro has been promoted: from now on, he will be the Chief Revenue Officer at Rekket, after having served as sales manager.

In addition, Florencia Schenone (who had left to join another company) is back as VP of Sales Performance. It seems that where there was fire, ashes remain…
That’s all for now, folks.

See you next month, with all the latest news and tidbits of what is going on in the Latam digital ecosystem.