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The session “Shaping the Future of Panregional Marketing: The role of Miami” at PortadaLat last week generated a lot of questions and comments from the audience. Taking into account that PortadaLat takes place in Miami and the changing role of Miami in the marketing, media and tech landscape, this is not surprising. Both panelists and audience members provided enriching perspectives.

Brand, Agency, Media and Tech were represented at the panel by Yazmid Aguilar, Sr. Marketing Communications Mgr. Latam, Jarden Consumer Solutions, Alfredo Pedroso, Director of Panregional Ad-Sales at Sony Pictures Entertainment, Fernando Monedero, Managing Director, Miami, MediaBrands and Benoit Wirz, Director Venture Investments, Knight Ventures.
It is no secret that the Miami based panregional media buying business has been declining over the last few years. Partly this is the result of a stagnating Latin American economy (particularly Brazil) as well as the devaluation of many Latin American currencies. An even more important factor explaining the decline has been the relocation of many headquarters of global companies from Miami into Latin American countries. However, panelists noted, a lot can be said in favor of Miami as a major Latin American marketing and media center.

There is as much venture capital funding available in South Florida as in the whole of Latin America.

Jarden Consumer Solutions Aguilar noted that marketers focusing on Latin America out of Miami can provide a “local vision with a regional perspective.” Knight Ventures’ Wirz said that there is as much venture capital funding available in South Florida as in the whole of Latin America.

Benoit-Wirz
Benoit Wirz, Director Venture Investments, Knight Ventures

Another factor playing in favor of Miami, most panelists noted, is the availability of a wide range of skills and talent that can adapt new technologies and approaches that work in the more advanced U.S. market to Latin America. Sony Picture Television’s Pedroso noted that “panregional media buying can not only be about an efficient price.” He mentioned that talent is a key advantage of the Miami marketplace.

Nestle is creating a panregional digital elevation team in Mexico.

Participants also agreed that most Latin American markets, perhaps with the exception of Brazil and perhaps Mexico, do not have the scale to have stand-alone programmatic markets. Under these circumstances, Miami should play an important role in  aggregating single  national markets and evolve into a Latin American programmatic media buying center.
Major brand marketers present in the audience also provided their point of view. Mexico City based Patricia Aragon, Digital Marketing Manager, L’Oreal said that the availability of talent is the key factor determining  where marketing services are performed out of. Carlos Leal, Sr. Consumer Marketing Manager, Nestle based in Bogota, Colombia, added that his company is creating a panregional Digital Elevation Team in Mexico. Procter & Gamble’s (Fragances)) Rafael de Azua, who is based in South Florida, noted that in his category it is generally easier to attract European talent to Miami than to Latin American capitals.

Shift from Panregional towards Multicultural?

MediaBrand’s Fernando Monedero added while traditionally Miami has had Panregional/Latin American orientation, this approach is shifting towards an offering that also incorporates the U.S. Hispanic and Multicultural markets. Knight Ventures’ Wirz concluded that for Miami to develop as a tech hub it is important that media companies and advertising agencies invest in tech start-ups.

CHECK OUT: Is Miami still the capital of Latin American Marketing and Media? 

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

 ::: Rafael Lima – TracFone Wireless  ::: Alfredo Pedroso – Sony Pictures Entertainment  ::: Mec LatAm – Stanlei Bellan ::: PHD Argentina – Juan Delfini, Candelaria Cabanillas :::

Click here for previous Latam Changing Places editions
AAEAAQAAAAAAAAVKAAAAJGVlZWNjMjM2LWY3ODctNGQ1NC04ZTMxLTI5NDRiYzUzNTQxMgRafael Lima has been appointed Digital Marketing & eCommerce Director at TracFone Wireless based in Miami. Lima previously worked as Digital Marketing Director at Multiplica.

 

 

descargaAlfredo Pedroso is the new Director, Pan-Regional Sales at Sony Pictures Entertainment based in Miami. Until recently Pedroso worked as VP in Marca Miami.

 

 

 

CUF_idaXIAEMzjlMEC LatAm has appointed Stanlei Bellan as regional development officer for MEC across Latin America.Bellan will be based in Miami and tasked with developing GroupM agency’s content strategy and new business opportunities, as well as new products and business areas in conjunction with national universities and venture capitalists. Bellan was co-founder and CEO of MoneyGuru prior to joining MEC, having also worked as managing director of eHarmony in Brazil. MEC Latin America’s clients include Netflix, Colgate Palmolive, AT&T Mexico, Marriott, Energizer and Toyota.

PHD Argentina will be responsible for coordinating the work for the brand SC Johnson in this country as well as in Paraguay, Uruguay and Chile. For this purpose, the agency has appointed joined Juan Delfini, account director of SC Johnson in these four countries, and Candelaria Cabanillas, regional director of the account.

descarga (1)Cabanillas worked at Initiative as regional director for Unilever. She also worked in local market agencies like Lowe-Vega Olmos Ponce and Leo Burnett.

 

 
descargaDelfini began his carrer at Initiative Argentina and then continued working for the Spanish subsidiary of that network. His last job was as account director at Maxus Argentina.They will both work exclusively for SC Johnson and report directly to Daniel Santuccio, CEO of Phd Argentina.

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  Career Board!)
For prior Changing Places editions, click here.

AAEAAQAAAAAAAAVKAAAAJGVlZWNjMjM2LWY3ODctNGQ1NC04ZTMxLTI5NDRiYzUzNTQxMgRafael Lima has been appointed Digital Marketing & eCommerce Director at TracFone Wireless based in Miami. Lima previously worked as Digital Marketing Director at Multiplica.

 

 

 

Hispanic Digital Agency Captura Group hired Stacey Abreu, until recently MD Multicultural at Mindshare. Abreu will have the position of Managing Director and be based in New York. “As media and technology continue to converge, Stacey brings a unique skill set to Captura Group that will result in innovative solutions for our clients to reach Hispanic consumers across digital channels.” said Lee Vann, Co-Founder and Chief Strategy Officer of Captura Group.

descargaAlfredo Pedroso is the new Director, Pan-Regional Sales at Sony Pictures Entertainment based in Miami. Until recently Pedroso worked as VP in Marca Miami.

 

 

 

Lamar Johnson Octagon AccessLamar Johnson is the new Vice President of Octagon Access, the millennial and multicultural marketing division of the global sports and entertainment leader. Johnson is an industry veteran and expert in developing integrated marketing strategies, branded entertainment and digital campaigns to grow brand results with specific consumer segments.Johnson spent eight years at beverage company Remy Cointreau working across the entire company portfolio .He has also worked with consumer brands including Coca-Cola, L’Oreal and Sprite.

 

unnamedUnivision Communications, Inc. (UCI), the media company serving Hispanic America,has announced that Isaac Lee has been named to the newly created position of chief news and digital officer, with additional responsibilities over Multicultural and Music and maintaining oversight of the News and Digital divisions. Lee will continue to report to Randy Falco, president and chief executive officer of UCI and remains as CEO of FUSION.
As chief news and digital officer, Lee will be responsible for all digital functions across the company. Lee will manage key areas of the company’s growth strategy, including UCI’s comprehensive Multicultural strategy, which includes FUSION, El Rey, Flama and The Root. He will also develop an integrated music strategy that will include UCI’s music tentpole events and alignment with the Company’s Radio programming team.

unnamed (1)Univision Communications Inc. (UCI), the media company serving Hispanic America, has named Hector Fabregas vice president and director of sales for Univision Chicago. Fabregas will replace Dominic Fails who was recently promoted to senior vice president of Local Media Sales for Univision Communications Inc. Fabregas will report to Doug Levy, senior vice president and general manager at Univision Chicago.Fabregas joined Univision 17 years ago as an account executive and worked his way up to local sales manager and director of sales for Univision Radio in Chicago. Most recently, Fabregas was the director of local sales at Univision Chicago. Fabregas earned a bachelor degree in communications from the University of Illinois in Chicago.

Oficial PixOlympusat has communicated that Jesus Oswaldo Piñango has been named to the newly created position of Director of Content Strategy from where he will provide a key leadership role in the project development to ensure the content strategy needed to reach the target audience for Olympusat networks and partner channels.Jesus will report to the COO, Charles Mohler, and will coordinate with directors, production staff assessing multicultural TV content for new and stablished TV networks into the traditional distribution and OTT platform as Vemox, Olympusat multiscreen turnkey solution.In the year 2000, the U.S. government recognized Jesus with the Executive Producer Alien Extraordinary Achievement in Television, under the sponsorship of the Producers Guild of America, The Organization of American States and The International Federation of Journalism. In an effort to understand the television industry, Jesus worked in the traffic and programming departments for Telemundo, Imagina, Directv, Sky Mexico, and lastly, Olympusat, where he is now serving as Director of Content Strategy.
descarga (1)Telemundo Denver / KDEN has announced that Pamela Padilla has been promoted to News Anchor, effective immediately. Padilla, who joined Telemundo Denver in February 2015 as a Multimedia Journalist, is a passionate story-teller who has reported the Denver metro area’s most impactful news. In her role, she will join Co-Anchor Guillermo Martinez and Sports Anchor Carlos Rausseo Anchor on Noticiero Telemundo Denver at 4:30 PM, 5 PM and 10 PM, to deliver local breaking news and information to Spanish-speaking viewers throughout the Denver metro area.Padilla joined Telemundo Denver in February 2015 as a Multimedia Journalist. She holds a bachelor’s degree in Journalism from the Walter Cronkite School of Journalism and Mass Communication at the University of Arizona.

 

202fac2The community, part of SapientNitro, has announced the appointment of Tyler Witkin as a Senior Strategic Planner. Witkin will be charged with integrating consumer insights and research into the agency’s brand stories. Based in Miami, she will report directly to Andrew Speyer, Executive Director of Planning and Strategy.Prior to joining the community, Witkin was at Cavalry Agency in Chicago, most recently as Director of Strategic Planning.

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

::: Lorena Hure – Guvera :::  Alfredo Pedroso – Sony Pictures Television Latin America ::: Lorena Astegiano Eismendi – PontaMedia  ::: Alejandro Trujillo – TAPTAP Networks  ::: DigitasLBi – Paul Dalton :::  Razorfish – Tom Adamski :::

Click here for previous Latam Changing Places editions

56Y9T5d__400x400Lorena Hure, who is also part of our editorial team, is no longer Sales Director for Latin America Southern Cone at Guvera, a position she left in mid-September. “It was a very rewarding experience, both personally and professionally,” says Lorena.

 

 

 

17ce92fAlfredo Pedroso is the new Director, Ad Sales Panregional at Sony Pictures Television Latin America.Pedroso is based in Miami and previously worked at Hispanic advertising agency Marca.

 
lore-astegianoLorena Astegiano Eismendi has joined PontaMedia as media director, after having worked for almost eight years at e-planning (the last time as Sales Director.) Astegiano Eismendi will move to Mexico as part of the company’s expansion process.

 

ale-trujilloAlejandro Trujillo has left his position as sales executive of 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.

 

descargaDigitasLBi has appointed Paul Dalton as chief media officer, international.Dalton joins from the Publicis Groupe agency’s New York office, where he was executive vice president, communications planning.He will relocate to London and report to DigitasLBi International chief executive Ewen Sturgeon, with responsibility for leading and growing the agency’s media offering across international markets.Prior to joining Digitas in 2012, Dalton spent over a decade at ZenithOptimedia, latterly as senior vice president, ideas and innovation director.

descarga (1)Esko has appointed Leonardo Cruz as general manager of its operation in Latin America with a remit to create regional strategies to build both direct and indirect sales, and expand service and customer support coverage in Mexico, Central America and South America.Cruz will also provide marketing support for the region, and report to Jon Giardina, Esko Americas president.Cruz brings extensive experience building direct and indirect sales strategies, service channels and new business development and marketing in Brazil and Latin America.

 

 

descarga (2)Razorfish global CEO Tom Adamski dies at 43.Adamski served as global chief executive officer of Razorfish Global network for just less than a year.Prior to taking over the chief executive position, Adamski was chief executive officer of Rosetta, which Publicis folded into the larger global group last September, reporting to Publicis Groupe chief executive Maurice Lévy.Razorfish veteran and North American chief executive Shannon Denton has served as interim and will continue for the immediate future.

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