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We recently reported about the exclusive deal DSP Dataxu signed with Eikon Digital. But what is Eikon Digital. Is it a new agency and tech company targeting the U.S. Hispanic and LatAm space? What, if any, is its relationship with Orange? Portada interviewed Alejandro Rodriguez, CEO of Eikon Digital in the USA, until recently SVP of Advertising Services at Orange Americas, for Eikon Digital to find out.

“Eikon USA is focused on providing trading and technology services to agencies and clients as well as premium media representation for both the U.S. Hispanic and Pan-regional markets,” Rodriguez tells Portada.

Eikon_DigitalEikon Digital was established 12 years ago as a digital agency in Colombia by Julian Jaramillo, who also held senior positions at Colombia’s Ennova and RCN Entretenimiento. Jaramillo worked  and expanded to Mexico and the U.S. at the beginning of 2014. Kate Canel was the first  of several senior hires in the United States, these hires also included David Hoover, VP at Eikon Digital, who previously worked at Medula Networks and U.S. Media Consulting.  Eikon’s main executives are  Julian Jaramillo (CEO Colombia), Victorio Lorandi (CEO Mexico) and Alejandro Rodriguez (CEO USA). The company is self-funded . In the US, Kate Canel is the VP of Sales covering both pan-regional and US Hispanic.

Asked whether he would characterize Eikon as a DSP, SSP,DMP or even a combination of them or smth else? Rodriguez notes that Eikon Digital has developed a number of successful divisions. A Premium Representation division, a Trading Desk division and a Technology Sales division “Eikon doesn’t develop its own technology and it is transparent about it. But at the same time, we don’t believe in white labeling somebody else’s technology. We do however use a number of different world leading platforms (such as DSPs, SSPs and DMPs) to help our clients achieve their goals through our Trading Desk.”

According to Rodriguez, Eikon has already established business relationships with the largest agencies in the US Hispanic and pan regional markets including Media 8, Group M, Acento Advertising, The Rodriguez group, Grupo Gallegos among others.

Colombian Hub

digital.latino1-285x188One of Eikon’s strategies is to build an operations hub in Colombia that serves the entire region for companies of the group and for external companies. In addition, “In Colombia (and only in Colombia) Eikon is the official rep of Orange Advertising inventory,” Rodriguez notes.

Eikon US signed a strategic partnership agreement with nstepa to develop sales in the US Hispanic market. Among the properties managed by nstepa is Marca, a leading sport publisher with news about the major events relevant to Latinos. In addition to Marca, Eikon also represents Playwire, the former Intergi, and Publimetro, the Latin American free newspaper chain owned buy Metro International for Pan Regional markets. (Jaime del Toro, who previously led Spanish publishing house Unidad Editorial efforts in the Americas is the CEO of nstepa or Next Step Advertising).

“We also exclusively represent Dataxu, one of the world’s leading DSPs, in Latin America (excluding Brazil) and the US Hispanic market. So we are able to sell its license to clients that want to use the platform. And we are adding other exclusive licenses as part of our strategy of becoming a leading technology vendor in the region.”
The SSP (Supply Side Platform), Eikon works with is appnexus, although Rodriguez notes that “programatic supply is not our focus we are more focused on programmatic demand (DSP).” As DMP, Eikon uses Dataxu mainly.

What: Programmatic marketing software DataXu and Eikon Digital, a new digital media agency headquartered in Colombia with offices in Miami and Mexico City,  announced a partnership for Latin America exclusive of Brazil.
Why it matters: Through this partnership Eikon will leverage ist regional roots and service expertise to offer DataXu’s cloud-based marketing software across Latin America.

JX5JXG_6_400x400DataXu,  a Demand Side Platform (DSP) and provider of programmatic marketing software, and Eikon Digital, a digital media and technology company, have  announced a partnership in Latin America exclusive of Brazil.

Through this partnership Eikon will leverage its regional roots and service expertise to offer DataXu’s cloud-based marketing software across Latin America. DataXu chose Eikon Digital in order to better navigate the complexity of the region and to better understand the unique client needs in this fast growing emerging market.

With offices in Latin America and a team of established industry experts, Eikon Digital is well positioned to service its clients that include all the major media agency holdings and several Fortune 500 and regional brands.

Working with leading brands and agencies worldwide, DataXu’s Marketing Cloud offers marketers ways to identify, understand and engage their prospects and customers wherever they are. A global company, DataXu covers 50 countries, in 30 languages and more than 40 currencies and operates locally in Latin America with two offices.

“We are extremely proud of this partnership with DataXu. We are strong believers in bringing the best available technologies to the region. Now we will be able to offer the leading programmatic marketing platform to our markets, in order to increase efficiencies and performance for our clients. By combining the DataXu Marketing Cloud with our best in class operations team, we will be able to deliver both self-service and managed service solutions to businesses across the region,” said Julian Jaramillo, Founder of Eikon Digital. Jaramillo is based in Bogota Colombia.

Several global ad-tech companies, like Dataxu, have been partnering with Latin American agencies and providers. Recently, Argentina based Headway Digital partnered with MediaMath and Publicitas, which has a substantial presence in Latin America, partnered with SSP The Rubicon Project.

“In 2014, Programmatic spend in Latin America saw a 67% increase over 2013,” said DataXu Chief Customer Officer and co-founder Bruce Journey. “It’s an incredibly important market, and is only poised to grow more over the next three years, which is why we’ve partnered with Eikon to solidify DataXu as a leader in the region.”

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