Diego Fernandez


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

::: Starcom Mediavest Group – Victor Garcia, Nicolas Gruschetsky  ::: ZenithOptimedia – Diego Fernandez  ::: Eduardo Lima – Nazca Saatchi & Saatchi Brazil  ::: The Coca-Cola Company – James Quincey, Ahmet Bozer  :::

Click here for previous Latam Changing Places editions

yBuhgoyv_400x400Victor Garcia has been appointed SVP, Managing Director for SMG Latin America at Starcom Mediavest Group.Garcia will report to Monica Gadsby, CEO, US Multicultural & Latin America.Read more.



053d3e2ZenithOptimedia named Diego Fernandez,  who formerly held Garcia’s new role, SVP, Client Services, Latin America.Fernandez will report to Sergio Lorca, CEO, Iberia and Latin America, ZenithOptimedia.Read More.



LS109_EduardoLimaAfter almost 21 years at the agency, Eduardo Lima is leaving Nazca Saatchi & Saatchi Brazil to settle in Los Angeles. According to the shop, he plans to dedicate exclusively to his family, at least in the short term. Following this announcement, Fabio Fernandes will take over the overall creative direction. According to the agency, the rest of the creative structure will remain unchanged, with Rodrigo Castellari, Pedro Prado and Theo Rocha as creative directors.


CMN6TPhW8AA1yK4Starcom has announced that Nicolas Gruschetsky has been appointed category manager  and coordinator of the Coca-Cola account in Argentina. He will be in charge of Coca-Cola, Zero, Light, Life, Fanta, Sprite  and Schweppes brands. In 2013, he joined the agency as senior planner. And, over the years, he has collaborated with Kimberly Clark, Prosegur, Alba, Gol Airlines, Ledesma, Siemens, Alcatel, and IAE Universidad Austral, among others.


descarga (1)The Coca-Cola Company has announced James Quincey has been named President and Chief Operating Officer (COO), effective immediately. As President and COO, Quincey will have responsibility for all of the Company’s operating units worldwide. He will report directly to Chairman and Chief Executive Officer Muhtar Kent.



descargaAhmet Bozer, Executive Vice President and President of Coca-Cola International, will retire after a distinguished 25-year career in the Coca-Cola system. Bozer will stay with Coca-Cola until March 2016, to ensure a smooth transition and serve as an adviser to Muhtar Kent and the Company on key strategic initiatives.Bozer, 55, began his career with Coca-Cola in 1990 as a Financial Controller Manager in Atlanta, and has advanced to serve in numerous leadership roles throughout the Coca-Cola system, including Managing Director of Coca-Cola Bottlers of Turkey (now Coca-Cola Icecek A.S.), President of the Eurasia Group and President of the Eurasia & Africa Group, where he led the Company’s business activities in more than 90 countries. He was named President of Coca-Cola International in 2012.Before joining Coca-Cola, Bozer spent five years in various audit, consultancy and management roles with Coopers & Lybrand in Atlanta. He holds a Master of Science in Business Information Systems from Georgia State University in the U.S. and a Bachelor of Science in Business Administration from Middle East Technical University in Ankara, Turkey.

What: Victor Garcia has been appointed SVP, Managing Director for SMG Latin America at Starcom Mediavest Group. In addition, ZenithOptimedia named Diego Fernandez,  who formerly held Garcia’s new role, SVP, Client Services, Latin America.
Why it matters: Garcia will report to Monica Gadsby, CEO, US Multicultural & Latin America.Fernandez will report to Sergio Lorca, CEO, Iberia and Latin America, ZenithOptimedia.

3YDlqHHn_400x400 yBuhgoyv_400x400Starcom MediaVest Group has appointed Victor Garcia to SVP, Managing Director, SMG Latin America.  Diego Fernandez, who formerly held the role, has moved to ZenithOptimedia to take up the new role of SVP, Client Services, Latin America.

Garcia, formerly head of business development for SMG Latin America, will now lead operations for the division in Miami and across Latin America.  Garcia will report to Monica Gadsby, CEO, US Multicultural & Latin America.Garcia has been with SMG since 2006, most recently serving as SVP, Americas Business Development, where he led business development and revenue growth for Latin America and SMG’s US Multicultural business.  During his tenure as new business lead, Garcia led over 25 new business pitches, supporting and developing unique and innovative opportunities for SMG’s global clients and carving strategic media alliances that have been first of their kind.  Garcia demonstrated a level of innovation that supported significant revenue growth across clients and delivered best in class results. Prior to his new business role, Garcia was VP, Media Director at SMG, working across several agency brands within the SMG network managing clients such as Kelloggs, Darden, H&R Block, and Walgreens.  Garcia is fluent in English and Spanish and holds a B.A. from Florida International University.

053d3e2Reporting to Sergio Lorca, CEO, Iberia and Latin America, ZenithOptimedia, Diego Fernandez will have responsibility for regional clients and will lead operations for Latin America. Based at ZenithOptimedia’s Miami office, Fernandez will join ZenithOptimedia’s Leadership Team for Latin America.In his leadership role at SMG Latin America, Fernandez had regional responsibility for clients including Mondelez, Kellogg’s, and Samsung. Prior to this, he worked for nine years at Burger King as Head of Media and Digital for North America. Fernandez has also managed international clients for JCDecaux Spain, and at AOL Time Warner in Argentina he led the licensing department that launched the Harry Potter franchise throughout the Southern Cone. Fernandez is a graduate in Business Administration from the Universidad de Buenos Aires

“It’s with great pleasure that we announce Victor’s new role, leading our Latin America operations,” said Gadsby. “His knowledge of the region and of our various clients based on his outstanding performance leading growth for us in the last two years will be a significant asset. Victor will bring a fresh perspective, with a goal to drive increased integration and continue to increase our focus on vertical leadership, forming experts who will help lead the region across all emerging and growing digital, data and content platforms.”

“We are absolutely delighted to have someone of Diego’s experience and reputation take up this key role at ZenithOptimedia. We have seen fantastic growth in the region over the past year or so and Diego will play a key role in developing our Live ROI solutions for clients and in working with our markets to drive business growth,” said Sergio Lorca, CEO, Iberia and Latin America, ZenithOptimedia.

New major speakers have been added to a very impressive roster of speakers at our Portada’s Latam Advertising and Media Summit in Miami on June 4 and 5, 2013.  Just added speakers and panelists  include:

SONY DSCGerardo Llanes, CMO, Mexico Tourism Board, just was added to the panel “Country Focus Mexico: What the new “sexenio” Means for Marketing and Media.




burgerDiego Fernandez, Director of Media and Digital North America Burger King Corporation, will participate in the panel on “Advertising/Marketing Technologies II: The Writing is on the Wall-Why Data will increasingly be the king in Latin American Advertising”


teran_diegoDiego Teran, Managing Director, Mediaedge will moderate a panel on devising and implementing a go-to market strategy in Brazil. Teran, who launched Netflix in Brazil and worked with PlayStation and Sony Electronics in the Brazilian market, is a great addition to a panel which also includes Mario Cordon, Chief Marketing Officer, Open English and Fernando Maroniene, Senior Marketing Manager, Adobe Systems Latin America.


Tickets are going fast! Make sure you take advantage of the online promotion!

This year under the theme “Getting Ready for the Big Game”, Portada’s Latam Summit will once again be the major gathering point for marketers, media and advertising executives targeting latin audiences worldwide (Latin America, the U.S. Hispanic market and Spain).

Pathbreaking speakers at the Summit include Gawker’s vey own Nick Denton as well as MasterCard’s Group Head Global Media Ben Jankowski and Claudio Ferreira, publisher of Veja Magazine, the second largest magazine in the world.

Check out the detailed Agenda and download the  16 page Summit’s program.

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