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Diana Backlund

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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!)

Diana Backlund is the new Director International Sales at CQ Roll Call, part of the Economist group. Backlund leads the new international communications and advertising sales division for this leadership focused media company.

 

 

 

 

UPS has named Jose Maria “Chema” Odriozola Latin America operations president. In this position, Odriozola will be responsible for all UPS business units and operations in the region.

 

 

 

 

Henry Tajer will no longer be Global CEO of IPG’s Mediabrands after two years. He has been with Mediabrands for over 10 years.Tajer will not be replaced, but instead IPG Mediabrands chairman Philippe Krakowsky will now also handle that role.

 

 

 

La Asociación de Marketing Directo e Interactivo de Argentina (the Direct and Interactive Marketing Association Argentina) has chosen new authorities for 2017.

 

 

 

 

Martin Jones will continue as president until 2018.

 

 

 

 

Román Hughes, senior manager of corporate marketing retention at Mercado Libre, joins the board of directors.

 

 

 

 

Álvaro Pacheco has been recently appointed Grey’s chief profit officer for Latin America. The Brazilian executive has been part of the Newcomm Group – made up of agencies Grey, Wunderman, Y&R, Ação, VML and Red Fuse- for eight years, serving as CFO until now.

 

 

 

 

 

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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!)

Spanish Broadcasting System, Inc., a Hispanic media company, has announced the launch of ‘SBS Portafolio’ a cross-platform content development division designed to create and expand brand strategies utilizing all of SBS’ assets including Digital, Mobile, Television, Radio, Social Media and live experiences. Industry veteran Carolina Santamarina has been appointed Senior Vice-President of SBS Portafolio and will lead the formation of the new division effective immediately. Ms. Santamarina will be based in Miami, Florida and will report directly to Albert Rodriguez, Chief Operating Officer of SBS. In her new role, Ms. Santamarina will oversee and expand SBS’s strategic focus on developing alliances with key national partners, and leveraging unique sources of content to maximize brands’ marketing ROI through customized solutions centered on capturing vertical engagement.

Diana Backlund is the new Director International Sales at CQ Roll Call, part of the Economist group. Backlund leads the new international communications and advertising sales division for this leadership focused media company. Previously in her career, Backlund worked at The Washington Post and at Spanish news agency Efe.

 

 

 

 

Burson-Marsteller announced that Patricia S. Caballero (Patty) has joined the firm as Managing Director, U.S. Business Development. She will manage the U.S. region’s new business and marketing strategy to ensure new business growth across all practices, including Consumer and Brand Marketing, Corporate and Financial, Digital, Healthcare, Public Affairs & Crisis and Technology.  With more than 25 years of experience as a communications and marketing executive, Caballero has expertise in developing and implementing strategies that promote engagement, awareness and action. Earlier in her career, Caballero worked at Burson-Marsteller from 1993 to 2001 in a variety of capacities in the Public Affairs & Crisis and Corporate and Financial practices.

 

 

The Latin GRAMMY Cultural Foundation has  appointed of Becky Villaescusa as Vice President of Strategic Planning & Corporate Development. In this role, Villaescusa will report directly to Manolo Díaz, Senior Vice President of the Latin GRAMMY Foundation — the charity arm of The Latin Recording Academy®. The new appointee will mainly be responsible for the organization’s fundraising efforts and increasing awareness of the wide-range of programs offered by the Latin GRAMMY Cultural Foundation.

 

 

 

Henry Tajer will no longer be CEO of IPG’s Mediabrands after two years. He has been with Mediabrands for over 10 years.Tajer will not be replaced, but instead IPG Mediabrands chairman Philippe Krakowsky will now also handle that role.

 

 

 

 

Vincent Sollecito has been appointed president, ABC national advertising sales, for ABC’s eight owned-and-operated stations and their digital platforms. He succeeds Debra O’Connell, who was recently named executive VP, sales and marketing, at Disney ABC Television. Sollecito has been with the ABC-owned station group for 18 years and will lead a team of sales execs across nine regional sales offices.

 

 

 

Facebook plans to hire 3,000 more content moderators to keep crimes, suicides, and other violent acts from being shared on the social network.The 3,000 additional workers Facebook plans to hire will join the 4,500 content reviewers already employed by the social giant around the world. Zuckerberg said the new moderators will help review the millions of posts that are flagged by Facebook users each week.

 

 

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Top-tier U.S. media also have strong brand equity outside the U.S. Their audiences, both in the U.S. and internationally, are the dream of many marketers: Sophisticated, affluent, frequent travelers and influential.

The Washington Post, The New York Times and the The Wall Street Journal have had properties targeting Latin America, Spain and even the U.S. Hispanic market for a long time. Both in English, Spanish and Portuguese. Long before the advent of the digital age, Latin American editions of The New York Times and The Wall Street Journal have been published in many Latin American countries (e.g. Mexico’s Reforma publishes a The Wall Street Journal Special edition in Spanish, so does Chile’s El Mercurio) and in Spain The New York Times publishes a weekly insert in Madrid headquartered newspaper El Pais.

In Print

A few years ago, The Wall Street Journal published editions inserted in Hispanic newspapers. These newspapers included Reflejos, Washington Hispanic as well as the now defunct Rumbo newspaper chain (one newspaper Rumbo Houston is still being published).” To date, The Wall Street Journal does not partner with any U.S. Hispanic newspaper,” Carl Le Dunff, Managing Director, Sales Latin America & Caribbean, The Wall Street Journal Americas tells Portada.

The Wall Street Journal Americas publishes selected content from The Wall Street Journal, bearing the Journal’s banner, within major daily and weekly newspapers in the Americas. Its Special Editions are carried in 18 newspapers in 17 Latin American countries with a combined circulation of 1.459 million. The latest edition added in 2011 is Ultima Hora in Paraguay.

The New York Times, International Weekly is an 8 to 12 page supplement with writing, photography and graphics from The New York Times. It is distributed within the leading newspapers in Latin America, including Argentina’s Clarin, Brazil’s Folha and Mexico’s Reforma, and has a combined daily circulation of more than 1.1 million.

Ana Torres, Director Latin America, at The New York Times Syndication Sales, tells Portada that the latest additions have been launches in Aruba, Bahamas and another partnership with a paper in Chiapas (Mexico).

…and digitally

The big news is really that a sizable amount of Latin American visitors go to the websites of U.S. based media to access content in English. “The Washington Post does not publish any print editions in Latin America. Our reach there is through our website, washingtonpost.com,” says Diana Backlund, International Advertising Manager at the Washington Post.

“Washingtonpost.com has an international audience of 21+ Million unique visitors, and 357,800 unique monthly visitors from Latin America. We do sell that audience and have several clients geo-targeting specific countries or regions around the world,” Backlund adds.

We are selling online IP targeting in Latin America and hope to add mobile to the mix next year

Selling the The Washington Post to Latin American audiences is an interesting endeavor: “Each country, and each corporation, has unique needs when it comes to bringing their message to Washington. The messages we assist clients with range from branding campaigns for countries, or advocacy campaigns designed to influence opinions and policies; or perhaps a ministry of tourism or destination with needs to increase tourism or to promote safe tourism; or a nation or province looking to attract investors; or a company looking to brand itself or promote its brand and perhaps corporate responsibility. These issues can be similar across the world, but just to different degrees. The only true differences are the cultural and sometimes political influences or considerations that affect decisions and negotiations.” Backlund concludes.

In addition to its print offerings, The Wall Street Journal also monetizes the traffic that WSJ.com (in English) gets from Latin America. According to the Wall Street Journal’s Le Dunff, “Indeed, we do sell the Latin American audience of the WSJ digital Network. Based on Omniture, our December traffic from Latam was 708,936 visitors.” “We are still selling online IP targeting in Latin America and hope to add mobile to the mix next year”, The New York Times’ Ana Torres says. Nytimes.com has 1.175 million unique visitors coming from Latin America every month.

The New York Times, The Wall Street Journal and The Washington Post are not the only digital media properties that Latin American nationals use outside their national borders.

(From Portada’s Third Quarter 2012 print issue)