Alain Groenendaal


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descarga-3India’s Zee Entertainment Enterprises has appointed former executives from BBC Worldwide, NBCUniversal and HBO Latin America to lead its fledgling Miami-based operation.The executive team will oversee Zee’s programming and marketing strategies for the US Hispanic market and Latin America. The hires come after Zee launched its own Spanish-language Bollywood movie channel, Zee Mundo, in the US earlier this year.



descarga-4Javier López Casella, a former VP of distribution and development at the commercial arm of UK pubcaster the BBC, has been appointed general manager.






2c3129aAlfredo Bellido, has been named chief operating officer, having previously worked for firms such as Yahoo!, Viacom and NBCUniversal.







15daa7aSpanish and Latin American television veteran David Caban has joined as director of programming, having recently worked at AMC Networks Latin America and before that at HBO.






descarga-5Former BBC Worldwide Channels and MGM Networks Latin America exec Rolando Figueroa has been appointed director of marketing and digital media.





Zee, which claims to reach more than one billion viewers globally, also plans to expand into Mexico, Argentina, Colombia, Peru and Chile.




aaeaaqaaaaaaaafzaaaajdyzmdjinjizlty1ngutndjhyi1hngm1lti4odqwmzq5mdc0nqGrey has picked Alain Groenendaal, chief executive of its business in Latin America, to oversee its markets in Europe following David Patton’s appointment as global president for Y&R. Groenendaal’s replacement as chief of Grey’s Latin America business will be announced in the coming weeks, the company said.





descarga-3Inclusion Services, a technological innovation international company, has appointed Pablo Valles as its new Sales Director in Argentina. Prior to this position, he served as Country Manager for ADEPCON in Chile and as Manager for South America and the Caribbean in SAP.






430192logoFunrise, Inc. announced two executive appointments to accelerate the company’s brand growth strategy and drive international expansion.


430191Randy Shoemaker has been appointed Vice President Global Brand Marketing, leading the global development, consumer marketing, and retail promotion of all Funrise brands. Mr. Shoemaker joins Funrise from Lionsgate. He will be based out of Funrise’s Los Angeles office and will oversee a Global Brand Marketing team with a strong focus on expanding the company’s internal portfolio of proprietary and licensed brands.




430190Martin Good joins Funrise as Vice President International, leading the company’s rapid international expansion across Europe, Middle East, Asia Pacific, and Latin America. As a seasoned business leader with more than 25 years of international sales and operations experience, Good will assume responsibility for managing Funrise’s pre-existing global sales and supply chain operations while actively spearheading the company’s expansion into new markets. Good previously held senior executive positions at Zenixx, AtGames Cloud and THQ.

@AlainGro@randyshoemaker@ZEECorporate     @PabloJValles

Attendees to this week’s Annual AHAA Conference certainly must have gotten at least one take away: The overall Marketing sector is being disrupted by extremely fragmented media consumption and the mobile Millennial. This was, by far, the theme that resonated the most throughout the three days of the conference.

Deanie Eisner
Deanie Elsner

As Deanie Elsner a former Kraft CMO, put it “a major disruption period is only now starting in the marketing, advertising and media segments.” According to Eisner there has been an “explosion of media vehicles but today the consumer is the media channel and you need new tools and metrics to follow the consumer.” At the center of the rapidly changing marketing system lies the exploding Millennial demographic which makes up 25% of the market. This high growth demographic of mobile consumers is quite unpredictable in its media consumption habits. Rick Gomez, Target, SVP Marketing Target put it this way. Our original customer was the suburban housewife with disposable income. Our new customer is a Millennial or Multicultural that is very connected and over-indexes in digital, shopping and demands value. Our Cartwheel App has 13 million users.”

Today the consumer is the media channel and you need new tools and metrics to follow the consumer.

Customer Insight demands have also changed substantially in the new scenario. “All data has to be on real time, not like the old days of using the 2014 XYZ study that will be ready on March 2015 to determine the 2015 marketing plan,” Deanie Elsner claimed. “Bottom line is that today you have to find a way to market to the right person, at the right time with the right message.”

About 20-30% of listeners to our radio stations are out-of-market.

During one of the keynote speeches, Bob Pittman, Chairman and CEO of iHeartMedia, Inc., noted that “in the beginning of the internet, brands would delete negative comments, now they are welcome because the consumer is engaged.” He added, “we have a number of touch points with millions on a daily basis, it is up to us to make sure that we capitalize that moment. At iHeart Media we strive to answer every comment and develop a dialog with our followers. It is about connecting the brand with the market,” Pittman added. Pittman also explained how relatively new digital media vehicles, like Apps, are increasing his company’s audience: “About 20-30% of listeners to our radio stations are out-of-market. Social media and texting is the new telephone.”

Asked what the Hispanic market will be like in 3 years, Alain Groenendaal, President & CEO, Grey Latin America, answered “Transformational.”

Risk Averse CMO

Former Kraft CMO Deanie Elsner noted that today’s CMO is mostly risk averse. This  risk adversity includes a reluctance towards allocating funds to the Hispanic market, due to the following 3 reasons:
1. Today’s CMO life span is very short, so they plan for the short term and don’t risk much
2. ROI is in a downtrend in the CPG segment, and that puts pressure on every CMO to stay in the box as opposed to try out of the box solutions.
3. Extremely fragmented media consumption makes over-the-top risks harder to justify.

Join us at PORTADA Mexico!

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

 ::: Jesús Cedeño-Greta Patterson-Wikot Corporation :::  KBS – Guy Hayward ::: Lotta Malm Hallqvist – Cheil Worldwide ::: BBDO Mexico – Ariel Soto  ::: Eduardo Pooley – Havas Worldwide  :::  Alain Groenendaal – Grey Latin America :::

241660bJesús Cedeño and Greta Patterson are no longer part of Wikot Corporation / Miami.


Captura-de-pantalla-2014-08-11-a-las-15.09.10Cedeño spent almost five years as Managing Director – CEO of Wikot.He was previously Principal at GoLearn Toys, LLC and prior to that, Executive Director Finance at Sony Pictures Television.


370df53Patterson was Account Director at Wikot Corporation and held inactive roles in one additional company. She also served as Executive Office Manager at The Crowd Controller.



descargaKBS has named Guy Hayward from Havas-owned BETC Worldwide to be its first global CEO to drive growth for the agency’s international network.The agency has offices in New York, London, Los Angeles, Montreal, Toronto and Shanghai, but so far has only one global client — technology brand TE Connectivity — which it won in September.Current KBS clients with a global footprint include American Express, AOL, BMW, Elizabeth Arden, and Puma.At BETC Worldwide, Mr. Hayward was global business development director, responsible for building the network and overseeing global clients including Mondelez, Bacardi, and Diet Coke in Europe.Mr. Hayward joined the Paris-based network in 2011 from JWT London, where he was CEO. Before moving to JWT in 2009, Mr. Hayward co-founded 180 Amsterdamin 1998 with two colleagues from his previous agency,Wieden & Kennedy Amsterdam.Mr. Hayward will relocate from Paris to New York for the new job.

50-lotta-malm-hallqvist-global-chief-growth-officer-at-mccannLotta Malm Hallqvist has been named Cheil Worldwide’s first global chief growth officer to boost global growth and business development. Based in London, she will lead Cheil’s international growth and new business drive. Previously, she was executive vice president and global chief growth officer at McCann Worldgroup.


0a5bc55BBDO Mexico has announced Creative Director Ariel Soto’s promotion to Vice President and Director of creative services for the agency, replacing Luis Ribo, who after five years, left BBDO Mexico last December to join Flock. Soto began his career Saatichi & Saatchi Mexican office. He has been part of BBDO’s creative team for almost 6 years, where he serves as Creative Director of the group.


descarga (1)Eduardo Pooley will be Havas Worldwide Digital Latin America new CEO since January. He was also named President of Advertising operations in Chile and will be based in the city of Santiago. In this new role, he will report directly to Ricardo Monteiro, Global President and CEO of Havas Worldwide Iberia and Latin America. Pooley will take over the company’s digital business direction and also handle advertising operations in Chile. Sergio Pineda, CEO of Havas Worldwide Santiago, remains in its current position and will report to Pooley. Pooley has worked in several companies such as Google, Diario Financiero and Microsoft, among others. His arrival responds to Havas Worldwide plan to continue growing globally.

385bb4988cc066ec11cfd5124bc2fae8_reasonably_smallAlain Groenendaal, President and CEO of Grey Latin America, has announced the addition of Hernán Zamora as Digital Vice President of the region. Based in Buenos Aires, Zamora will be responsible for boosting Grey digital business throughout the region, accelerating and inspiring digital culture in agencies and identifying development opportunities of its capacities. Zamora is a well-known professional both in Argentina and Latin America, with a comprehensive outlook of communication and marketing. He is the former Director of Innovation at BBDO Argentina. Additionally, he has been Head of Advertising at Movistar and Digital and Innovation leader of renowned agencies like Ponce and DDB Mexico, leading teams and campaigns for top brands like Movistar, Axe, Visa, Coca Cola, Audi, Pepsico, Stella Artois and Universal Music, among others. Zamora has already joined the team of Grey Latin America.

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