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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!)

Carolina Angarita is the new general director of Discovery Colombia. She’ll be in charge of all commercial and operative activities, including distribution, programming, marketing, and licenses. She was previously general manager of Google Colombia.

 

 

 

Philips has named Federico Bersaiz as its new head of marketing for the health division in the markets of Argentina, Uruguay, Chile, Paraguay, Bolivia, and Peru.

 

 

 

 

 

DDB Colombia has appointed Catalina Restrepo as CEO of Big Holding and Track Colombia. The executive, who had been filling the role of general manager, will replace Alejandra Mora, founder of the firm.

 

 

 

 

Adsmovil has announced the appointment of Alejandro Leyva as (CDO) Chief Data Officer. Based in Miami, he’ll be in charge of developing the data area for the Latin American and US Hispanic markets.

 

 

 

 

Burson-Marsteller, has announced Jonathan Stern‘s arrival as Managing Director and Market Leader of the firm’s Miami office, a key component of the firm’s Latin America business.  Stern will lead a team serving diverse clients, will be responsible for the strategic growth of the Miami operation, and provide senior counsel to key clients.

 

 

 

After his departure from PepsiCo, Joaquín Anderson has become CEO of Grupo No Line, a firm created after the merger of three agencies: ADN Comunicación, BTLandia, and Gennial, which will go on functioning separately.

 

 

 

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!)

 

Burson-Marsteller has announced Jonathan Stern‘s arrival as Managing Director and Market Leader of the firm’s Miami office, a key component of the firm’s Latin America business.  Stern will lead a team serving diverse clients, will be responsible for the strategic growth of the Miami operation, and provide senior counsel to key clients.

 

 

 

 

 

Adsmovil has announced the appointment of Alejandro Leyva as (CDO) Chief Data Officer. Based in Miami, he’ll be in charge of developing the data area for the Latin American and US Hispanic markets.

 

 

 

 

 

Dataxu, a software provider for marketing professionals, has announced the promotion of Tiffany Mosher to Chief People Officer. In this newly created role, she will expand upon her previous role leading global human resource operations and initiatives for the team of more than 350 employees.

 

 

 

 

Spanish Broadcasting System, Inc. has named Geraldo Arriaga as Vice President, Digital Media Sales of SBS, LaMusica App. In this role, Geraldo will spearhead all of the Company’s digital revenue efforts at the national scale and ensure SBS’s Digital Media programs are fully integrated into the network’s growing “Original Content Strategy.”

 

 

 

 

Luis Solis is now Director, Integrated Sales (Eastern Seaboard) at Meredith Corporation.

 

 

 

 

 

 

Michael Strober, previously VP of client strategy and ad innovation at Turner, is leaving the company. He has also been an integral member of OpenAP, the consortium developed by Turner, Fox and Viacom last year to help standardize audience buying on TV that goes beyond traditional, basic demographics.

 

 

 

 

The New York Times has promoted Gilbert Cruz, previously television editor and an innovative digital journalist in the world of entertainment and the arts, to Culture Editor of The Times. In the years ahead, Gilbert’s primary task will be to build and expand a powerful digital culture report to complement the journal’s print sections.

 

 

 

 

Ingrid Ciprian-Matthews has been promoted to Executive Vice President at CBS News, starting this month. She’ll continue to work directly with CBS News President David Rhodes overseeing day-to-day news coverage.

 

 

 

 

 

 

Chiqui Esteban is the Washington Post’s new Graphics Director. The paper’s Executive Editor Martin Baron and Managing Editor Emilio Garcia-Ruiz announced his promotion, praising Esteban’s skills an influence as department head for a year and a half.

 

 

 

 

Nuno Teles, a 14-year Heineken veteran who has been U.S. chief marketing officer since early 2014, is departing to take over as the president of Diageo’s beer division, which includes Guinness, starting in March. His replacement as of April 15 is Jonnie Cahill.

 

 

 

 

Marta Fontcuberta has announced her departure from The Coca-Cola Company, where she was global head of marketing communications based in Atlanta. She was distinguished by Adlatina and AdAge as one of the 14 Women to Watch when she was head of marketing communications in Latin America.

 

 

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Ramiro Prudencio, President & CEO of Burson Marsteller, Latin America, Mariano Moro, senior integrated marketing communications manager of Coca-Cola and Fernando Semenzato, VP Content, Fox International,

Coca-Cola and Fox International’s NatGeo Mundo were at hand Tuesday morning to present insights behind Viviendo Positivamente (Living Positively,) a series of four documentaries produced in Latin America that aired on the National Geographic Channel and included exclusive branded content by Coca-Cola.

Mariano Moro, senior integrated marketing communications manager of Coca-Cola, kicked off the conversation by describing how Coca-Cola approaches the so-called content marketing, because its definition really varies depending on where you look at it.

“For us here at Coca-Cola, content marketing started by the need of trying to better integrate a brand to a content that has already been created,” said Moro. “But then, because of social media and new tech tools available, content marketing became more about co-creation.”

“We had so much in common [with Coca Cola] that NatGeo decided it was ideal for the channel,” recalls Fernando Semenzato, VP Content, Fox International.

This co-creation gave life to Viviendo Positivamente (Living Positively) which in addition to the television show had a strong presence on social media, generating more than 5 million ‘likes’ on a specially designed page on Facebook.

Programs like Viviendo Positivamente have their challenges for a brand like Coca-Cola, though. “Control is something very serious,” said Moro. “Coca Cola is very careful about its brand, especially when it’s being touched by a third party. Yet, we let creatives do their job. “Every time we participated, we were leaning towards the commercial.”

The documentaries were well received by TV audiences, but how does Coca Cola measure ROI? How to measure the success -or not- of a branded program like the one Coca-Cola did with NatGeo?

“In the case of Coca Cola, I can tell you the model is not perfect, but we do a brand impact analysis,” added Moro. In this case, the company selected a group of attributes it wanted to highlight, and then measured the impact of the image of Coca Cola on the several communities. “ROI is not looked specifically in terms of dollars and cents, but if it moves the indicators, it is worth it.”

The panel, moderated by Ramiro Prudencio, President & CEO of Burson Marsteller, Latin America, was conducted entirely in Spanish.

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