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A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.

For prior Sales Leads LatAm editions, click here. 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

  • Hilton

Hilton has appointed WPP’s MediaCom as its media agency of record for Global cross-channel planning and traditional media buying following a review. Publicis Media’s Digitas was the incumbent.Hilton will continue working with iProspect, its digital agency of record.With more than 5,300 hotels in 106 countries and territories, Hilton spent US$60.4 million on measured media in the U.S., according to Kantar Media. Hilton’s global media spend stands at US$90 million.

 

 

 

  • Visa

Visa announced the launch of Visa Loyalty Solutions (VLS), an omnichannel digital points redemption platform available to all issuing banks in Latin America and the Caribbean (LAC) and offering consumers more than a quarter of a million redemption options. Visa Loyalty Solutions was co-created by Visa LAC in collaboration with global FinTech and InsurTech company novae.This white-label solution, developed for Visa’s bank partners, enables issuing member banks of any size to offer top-of-the-line rewards and customer care programs they can adapt to their loyalty strategies and brand as their own. Visa Loyalty Solutions features a user-friendly mobile app and web portal, as well as chat and voice, to make points redemption and customer service faster and easier for cardholders and financial institutions around the region.This new digital platform offers cardholders the option to redeem points and get preferential deals at more than 285,000 hotels, hundreds of airlines and a wide network of car rental companies–not to mention tours, amusement parks and other entertainment options–around the world.

 

  • Laboratorio SyS

Laboratorio SyS starts selling online abroad. The Spanish company now reaches the USACanada and LATAM according to an international branding strategy.Laboratorio SyS changes its branding and marketing strategy, opening a new market for a customer (B2C). The Spanish company was a business-to-business (B2B) seller for the last 27 years. From now on, Laboratorio SyS will offer its products all over the world thanks to its official website. Currently, the online platform of Laboratorio SyS is accessible from over 43 countries, including Europe and North and South America. The website will be available in Spanish, English and Portuguese.

 

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

 

  • Dentsu Aegis Network/Global Mind

Global Mind, the largest independent agency headquartered in Argentina, has been acquired by Dentsu Aegis Network. Global Mind will triple the headcount of iProspect in Argentina, which already includes M8 and White Label, both acquired earlier this year. This action will strengthen Dentsu Aegis Network’s pan-regional reach, allowing for a broader service to Latin American clients.Global Mind was founded in 2001 to offer online and offline creative and production, media planning and buying, business intelligence, digital paid search, display, social media management, SEO, programmatic and data & analytics services.

 

2018 NETWORKING SOLUTIONS. To find out about Portada’s new networking solutions targeting the decision makers of the below campaigns, please contact Sales Manager Isabel Ojeda at isabel@portada-online.com.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads LatAm editions, click here.

  • Embraer

CP+B has been appointed global agency of record for aircraft manufacturer, Embraer. The account will be handled from CP+B Miami, with help from CP+B Brazil. The appointment includes creative, social, media planning and media buying duties .CP+B Brazil and CP+B Miami combined office is led by chief creative officers Marcos Medeiros and Andre Kassu, CEO Vinicius Reis, and executive creative director of CP+B Miami, Tom Adams.Embraer spent US$1.7 million on measured media in 2016, according to Kantar Media.

 

  • Freddo

Ignis Media Agency has been chosen by the Argentine ice cream brand Freddo to work on the development of its communication strategies and media planning. The agency will provide comprehensive strategy, planning and purchasing services for all Freddo’s product lines, and is already working in the launch of a new ice cream flavor.Freddo is in the Argentinean market since 1969 and has more than 150 shops in the world.

 

 

 

 

  • Conrad Hotels & Resorts

Conrad Hotels & Resorts announced the opening of Conrad San Luis Potosi, the brand’s first hotel in Mexico and second in Latin America. This  property joins the larger Conrad portfolio of 30 hotels located in exclusive destinations around the world.Known for distinctive service and unparalleled experiences, Conrad Hotels offer the “Conrad 1/3/5” program which allows guest to enjoy carefully selected 1, 3 or 5 hour experiences that reflect the region’s culture, art and gastronomy. Guests of Conrad San Luis Potosí are invited to use the Conrad Concierge available through the Hilton Honors app, which provides access to all the luxury services available at the hotel, right from the palm of their hand.

 

 

  • Cámara Argentina de Turismo

Global Mind has won the Cámara Argentina de Turismo (Argentine Chamber of Tourism) media account. The agency will be responsible for promoting through digital media the different tourist destinations in the country, as well as the products and experiences that each offers. The communication will cover 17 international markets.

 

 

 

To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • Hispasat, Hispamar

Spanish satellite operator Hispasat and its Brazilian joint venture with Oi, Hispamar, have completed their rebranding.The two companies have renewed their corporate image to unify both brands and update their logos, joining forces to address the Latin American market.According to Hispasat, the new brand, designed by Madrid-based studio Azento de Diseño, represents the recent changes both companies have recently gone through, including launching in new markets and renovating services and technologies.With an increasing presence in Latin America, Hispamar is Hispasat’s largest operation in the region, through which it controls most of its assets across LATAM.The rebranding coincides with the Eutelsat-Abertis agreement, through which the French operator will sell its stake in Hispasat and Abertis will own over 90% of the Spanish operator.

  • Renault México

The agency Marcel, led by Manolo Techera, has launched a new campaign in Mexico for Renault Twizy, a 100% electric vehicle.Looking to further strengthen its image in the market, Renault Mexico aimed to communicate the technological advances incorporated into its cars. One of the best exponents is the new Renault TWIZY; which offers an intelligent proposal for urban mobility, 100% electric and loaded with innovations developed by the team Renautlsport F1 team.Through a series of graphic and TV plays, Marcel demonstrated that the energy to charge the car battery can be found in every corner: in a distracted grandmother crossing, in a busy pizza deliveryman or a woman absorbed in her Smartphone.

 

NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES
We have incorporated new features to the interactive database of corporate marketers and agency executives targeting LatAm consumers:
New Leads: Weekly more than 20 new leads uploaded to the Database by the Portada team as well as the contacts related to the above weekly Sales Leads column written by our editorial team.
Download the Database: Download the full Database in Excel Format.
Search Database: You can search through a user-friendly interactive Interface: Search Fields include: Name, Company/Agency, Job – Title, Address, Zip, E-mail, Accounts (Agency), Phone, Related News.

 

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: Citi – Publicis Group ::: MEC Interaction – ABB ::: Pedidos Ya – Vizeum ::: Global Mind – Newsan ::: Nespresso:::

Click here for previous Latam Sales leads editions

  • Citi/ global

CitiBlueWave_400x400Citi has consolidated its global media business with Publicis Groupe following a review that began in May.Publicis Groupe created One Citi Global to house creative, digital and production duties on the Citi account one year ago. One Citi Global will now hold all of the work Citi puts out, including the new media assignments.Media incumbents include WPP’s MEC, which handles Citi media in the U.S. and international regions, and Publicis Groupe’s Starcom MediaVest Group, which supports the client in a couple international markets through One Citi Global.Through separate media operations, Publicis Groupe now supports Visa (Starcom), Bank of America (Starcom) and Citi (One Citi Global).The financial services company spent US$332.5 million on domestic measured media in 2014, according to the Ad Age DataCenter.

  •  ABB/Argentina

descargaMEC Interaction has won the ABB account, a global company specializing in power technologies and automatization. Among its main tasks, the agency will be in charge of providing advice and support for the brand’s digital communication. The agency adds ABB to its portfolio of clients that includes brands such as Farmacity, OLX, Texaco, Megatlon and Energizer, among others.

  • Pedidos Ya/Argentina

descargaFollowing a media agencies pitch,  Vizeum has been chosen to handle Pedidos Ya strategy, planning and media buying. Other clients of Vizeum include OLX, Fox, Dafiti, Microsoft, Honda, Burberry and Total Lubricants.

  •  Newsan/Argentina

descarga (1)Global Mind has added Newsan to its clients portfolio. The group is engaged in the manufacture, marketing and distribution of electronics and household products, and has other brands in its portfolio such as Noblex, Atma, Siam, Compaq, Sanyo, JVC, Philco, Pioneer and Microlab.

 

  • Nespresso/ Global

descarga (1)Nespresso has added the Intenso VertuoLine Grand Cru coffee to its VertuoLine Grands Crus range.Designed for the American coffee drinker, the VertuoLine system- introduced in 2014 – is the first Nespresso system that brews both American style large-cup coffee and authentic espresso. VertuoLine revolutionized the way that coffee is brewed by utilizing unique and innovative Centrifusion bar code reading technology. This technology guarantees that each cup is prepared to perfection and finished with a silky and generous crema – the sign of world-class coffee and unprecedented quality – that sets it apart from any other single-serve coffee experience available.The Intenso Grand Cru is the newest permanent addition to the VertuoLine coffee range and was developed specifically to meet the needs and desires of intense coffee-lovers by providing the richness of an Italian espresso, in the size of a regular cup of coffee. Intenso, is the strongest aromatic coffee in the VertuoLine Grands Crus range with an intensity of nine on the Nespresso scale of one to twelve.Intenso is a blend of the highest quality Guatemalan Robusta and Latin American Arabica coffee beans that undergo a two-split short and dark roasting process. This process gives Intenso its bold brown sugar and roasted notes that take the level of intensity to exceptional levels.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF CORPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: Metrogas – Global Mind ::: GSK – PHD, Mediacom ::: Quilmes – Y&A ::: Hyatt Hotels Corporation ::: Fiat Mexico- agency MADE:::

Click here for previous Latam Sales leads editions

  •  Metrogas/ Argentina

descarga (4)Metrogas, a natural gas company supplier in Argentina, has selected Global Mind as its media agency. The agency will be responsible for managing the company’s communications through digital media. Global Mind has already begun working on a carbon monoxide prevention campaign. Metrogas joins the agency’s portfolio which includes brands such as Peugeot, Tarjeta Naranja, Epson and YPF, among others.

  • GSK/global

4f04e6a303341df5bbe81beafdf29f33_biggerGlaxoSmithKline, Pharma and consumer-health giant, has awarded its global media agency account, including part of GSK’s recently added Novartis health and vaccine business, to incumbents PHD and Mediacom.Incumbents for GSK and Novartis were invited to pitch for the more than US$600 million combined media business in the latest review, which followed the completion of GSK’s deal with the rival pharma giant. The deal granted GSK a 63.5% stake in a US$10 billion global joint venture, combining both companies’ over-the-counter consumer health-care operations. As part of the pact, GSK also acquired the bulk of Novartis’ global vaccines business and sold its oncology portfolio and rights for future products to Novartis.

  • “Ni más ni menos”/ Argentina

descarga (5)Quilmes beer brand has released its new commercial “Ni más ni menos” (“nothing more nor less”) created by the agency Y&A. The spot seeks to encourage young people to use the figure of the “designated driver.” It is the fifth piece that the company prodeces under the brand claim “If you drank, do not drive.” The spot, which already aired on television, can also be seen in Quilmes social networks: the Facebook Fan page, Facebook.com/quilmescerveza; Twitter, Quilmes_Cerveza; and the official YouTube channel of the brand, youtube.com/ Quilmes120Argentina.

  • Hyatt Hotels Corporation

UMVZTc4y_biggerHyatt Hotels Corporation and LATAM Hotels Corp have announced the opening of Hyatt Place Tegucigalpa, the first Hyatt Place hotel in Honduras located in the capital city of Tegucigalpa. The hotel brings the Hyatt Place brand’s intuitive design, casual atmosphere, and practical amenities, such as free Wi-Fi and 24-hour food offerings, to the Central American country.Hyatt Place Tegucigalpa is the first of five Hyatt Place hotels that are set to open in Central America over the next three years under the relationship with the hotel owners LATAM Hotels Corp. Upcoming Hyatt Place hotel openings include locations in Managua, Nicaragua; Guatemala City, Guatemala; San Salvador, El Salvador; and a second hotel in Honduras in San Pedro Sula. Currently, Hyatt Place hotels in Latin America and the Caribbean are located in Costa Rica, Panama, Mexico, Chile, and Puerto Rico.Located in the financial center of the city

  • “R is for Respect” 

MADE, the ad agency led by Yosu Arangüena and Cristian Rocha, has presented the campaign R is for respect for the launch of the FIAT SPORTING line. The new series consists of three models: F500 Sporting, Sporting Palio and Uno Sporting.Under the concept R is for respect, the agency developed a campaign that highlights the logo “R” that is common denominator in all three models of the line. MADE reinforced the spirit and the sporty design of the new Fiat presentations. Creativity announces the different personalities of each of the models while emphasizing respect that arouse in everyone.MADE works with Fiat for its launches in Mexico since 2014. FIAT SPORTING line is an innovative concept for signing, a line that commands respect and a new side of Fiat.

https://youtu.be/Z5XKC0boVpg

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If you want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

 ::: LAN Colombia – Global Mind ::: Unilever – Big Sync ::: Axe – 72andSunny :::  JWT – Mirum ::: BridgerConway – Corona :::

  • LAN Colombia

hNStmKLY_400x400LAN Colombia has choosen Global Mind as its Digital Performance Agency. The agency won after competing against several agencies, thanks to its long history of working in the travel and tourism industry. The agency will bring to the table their extensive experience of these industries both in Colombia and throughout the Latin American region. Global Mind will manage performance campaigns for LAN in Colombia, including strategies for SEO, SEM, Display, Remarketing and Programmatic purchase. The goal for the agency is to boost online sales using the latest tools and technologies available in the market, reaching a micro segmentation of audiences to strengthen the knowledge of users and develop specific strategies for each customer segment.

  • Unilever

3407a64e5eef72213e5c55b38479cb74_400x400The global CPG giant is looking to place more attention to the “value of music” in its advertising.For this reason, the company has hired specialist music agency Big Sync as the single supplier for its music services across brands globally. Led by CEO Dominic Caisley, the agency will be responsible for delivering music strategy, licensing services, and amplifying brands’ use of music.Big Sync will work with Unilever’s brand teams and creative agencies to implement strategic planning in the use of music, and Bartsch is confident that new system will deliver enhanced brand performance.Big Sync has been working with Unilever for 18 months, and has already completed 650 global projects, including the Axe campaign featuring a cover of Guns N’ Roses classic track ‘Welcome to the Jungle’.The agency has offices in London, New York and Singapore, and it planning to open further offices in Europe and South American later this year to help match Unilever’s international footprint.

  • Axe

descarga (4)72andSunny has won global creative work for Unilever’s Axe account. which will lead the account out of its Amsterdam office. The agency will begin work immediately. The assignment  will include a “significant global project.” 72andSunny is expected to be leading creative going forward. The review was handled without a consultant.Global creative duties on Axe up to now have been split between BBH in London and New York and Lowe and Partners’ Ponce, Buenos Aries. Unilever will continue to work with other incumbent agencies for Axe. BBH also handles work for Unilever’s Vaseline and Dove Men.The hire comes as Unilever is set to review its massive media buying and planning account.

  •  Mirum

descargaJWT Company has announced the launch of Mirum, a global company made up of 11 digital agencies with 40 offices in 17 countries worldwide. Dan Khabie will serve as CEO of the new company both in North America and globally and will report to Gustavo Martinez, Global CEO of JWT working between the East and Western Coast of United states. Stefano Zunino, Global Digital Manager of JWT will serve as president. Among current clients of the firm are CBRE, Cyrela, DaumKakao, Finnnair, HSBC, revista Luiza, Mazda, Microsoft, Nokia, Petcov, el Consejo de Promoción Turística de Singapur , TD Bank, Walmart and XL, among others. Mirum companies include Digitaria (United States), XM (Asia Pacific), CASA (Brazil), ActivearkJWT (Finland, Sweden, India and the UK) and Twist Image (Canada). Lunchbox (United States), i-Cherry (Brazil), HeathWallace (UK), Quirk (South Africa and UK), Clarus (Mexico) and X-Prime (France) will also be integrated to Mirum. The new company capabilities include strategic advice, creativity, content, user experience, platforms, analytics, knowledge (insights), product development and mobile services. It also has a range of digital retail, media and financial behavior services.

  • Corona

3L4xhFR6_400x400BridgerConway has been chosen by AB InBev group to add the Corona brand to its portfolio. The agency is already working along with Corona on the global initiative, which claims “Find Your Beach”, a concept that “reflects those authentic moments real and significant places that remain in our memory and connect people with their free expression “they explain. BridgerConway has adapted graphic pieces, advertising signs on  public roads, design and production of murals, BTL activations production, content for Social Media and more for the brand’s PDV.

A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Latin American market and/or targeting Latin American consumers right now.

LAN – Selnet ::: Ryanair – Mediacom ::: McDonald’s – DM9DDB ::: Sony Electronics América Latina – Global Mind ::: Cif – Room23 ::: L’Oreal de Luxe – MRM/McCann :::

CHECK OUT PORTADA’S INTERACTIVE DIRECTORY OF COROPORATE MARKETERS AND AGENCY EXECUTIVES TARGETING LATIN AMERICANS! If yo want additional information or to acquire the database, please call Matt Eberhardt 347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

LAN – Argentina

LAN_Selnet-The Argentinean digital agency Selnet has won the LAN account in the country after a pitch.

Selnet presented the new campaign “Amigos para Siempre – #AmigosLAN” with the actors Pablo Rago and Carlín Calvo.

Ryanair – Spain

ryanair-MediaCom will work for the airline in England, Spain and Italy. The agency will be in charge of the media planning and buying of the campaign “Always Getting Better”.

 

McDonald’s – Brazil

mcdonalds-MCDonald´s will work with DDB as its digital agency in Brazil. DDB already handles Facebook, Twitter and Instagram for the brand. DM9 will work on the planning and creative strategy for the company as well as the digital media buying and planning.

Sony Electronics – Latin America

Sony_GlobalMind-

Global Mind is now in charge of the regional social network account of Sony. Global Mind is already working with Sony in charge of the digital media planning and buying in Latin America. According to the agency, they will manage the account from the offices in USA, Colombia, Costa Rica, Chile and Argentina.

Cif – Argentina

cif-Room 23 has won the Unilever´s Cif account in Argentina. The agency will be in charge of the digital media strategy.

 

L’Oreal de Luxe – Spain

mrmLoreal-After a pitch, MRM/McCann has won the L’Oréal Luxe account in the country. The agency will be in charge of the digital communication of the brand as well as the CRM program.

Check out  Portada’s Interactive Directory of Corporate Marketers and Agency Executives. To acquire the database, please call Matt Eberhard at 1-347-961-9516 or e-mail him at matte@portada-online.comSEE A DEMO OF THE DIRECTORY!

Global Mind is a digital marketing agency founded in 2000 in Buenos Aires, Argentina. The agency currently has offices Marcelo-Montefiore-285x188in Buenos Aires, Colombia, Santiago de Chile, Mexico City, and Miami, as well as co-responsibilities in Lima and Toronto.
“Global Mind was born when we started to notice that advertisers did not understand what to do on the Internet. It was the height of the Internet bubble, when the dot-coms began to spring up and gain an audience,” said Marcelo Montefiore, CEO and founder of Global Mind, in an interview with Portada.

Translated by Candice Carmel

“We are an independent agency which began to grow , financed with the profits of our own business. The company has external funding and does not need it,” said Montefiore.

The Global Mind founder recalls how the company found a niche for digital media in between agencies and advertisers. “There’s an advertising phrase that says ‘the money goes where the audience is,’ and advertisers began to pay attention to the phenomenon of digital media but did not quite know where to be or how to advertise themselves. And agencies and media buying companies faced with this new ecosystem did not understand the business either. And this is where we found a place to dive in and specialize ourselves.”

Pan-regional

Global Mind began planning and buying digital media for advertisers and agencies in Argentina, before gradually expanding in the region.

Portada: Did you set out to expand in the region?

Marcelo Montefiore: The truth is that it was an ideal on the planning horizon. If the conditions came about, we wanted to be regional but did not have the financial backing to give it a shot. Then we started to grow, but did it one step at a time. We started opening offices with the support of clients who needed them in certain places.

Portada: What percentage of your income comes from direct advertisers and agencies?

Marcelo Montefiore: More than 80% of Global Mind’s current revenue comes from direct client services. This came as a result of agencies that stopped outsourcing their services to us because they began developing their own digital media departments.

Portada: What is your view of today’s digital advertising market?
Marcelo Montefiore: It is an interesting time in the market because the struggle to make advertisers understand that they need to invest in digital is now over. Today, the struggle is to convince them to invest 20 pesos instead of 10. We no longer have to explain why they need to be in digital media or sell them on being on “the Internet.”

Portada: How do your biggest customers structure their digital investments?

Marcelo Montefiore: Our clients spend between 10% and 20% of their budget on digital media. Most of the investment is placed locally, because you get better segmentation and even better deals. We provide local services in each country, even for clients who already have regional coordination.

Portada: Why is that?

Marcelo Montefiore: Because the local marketing manager has a local perspective which is different from that of the neighboring country, as well as different from that of the regional marketing manager. The local manager knows his local reality.

When it comes to content, there is even more of a local flavor. This is essential for social networks.

Portada: What do you think is needed for developing advertising on digital media?
Marcelo Montefiore: What some advertisers need to do give the right priority to digital marketing. That means thinking of specific strategies for this medium, because there are still many who end up adapting off-line advertising to online advertising.

Portada: What do you think will be this year’s surprise?
Marcelo Montefiore: I think the surprise will be changes to the digital ecosystem. The way advertising is allocated will change, as will ways of measuring it. Everything will be quite dynamic and technological, which will absolutely align spending with ROI.

Microsoft, Burger King, Grupo Copesa and Starcom MediaVest Group converged Wednesday morning in Miami to discuss how advertisers and brand marketers in Latin America are using -or not- technologies to purchase media more efficiently.

The discussion kicked off with moderator Marcelo Montefiore, owner of Global Mind, asking panelist to discuss whether they employ advertising technologies, including programmatic buying, as part of their media buying efforts.

“Programatic buying is still slow, because advertisers and agencies are not sharing a lot of information,” said Diego Fernandez, director of media and digital North America, Burger King Corporation. “But I think the next couple of years are going to be very important and we’ll see more of it.”

But for a marketer like Microsoft, even programmatic buying and other such technologies are not to be treated as a priority. In fact, said Microsoft’s Axel Steinman, new technologies don’t solve the bigger, more structural problem in the industry: The lack of consensus to use data and metrics smartly. “Many of us are just trying to acquire the wrong impressions doing the wrong things and that’s a bigger problem,” said Steinman. Microsoft, which spends 50% of its advertising money in digital, is still in a learning process. The key, he said, is to agree on the metrics. “It would be wonderful if as an industry we can sit down and agree on something.”

Speaking about digital media, panelists agreed that while digital advertising has the advantage of delivering great metrics, it also becomes a liability, when advertisers then demand other media (TV or radio) to provide the same type of ROI.

With Latin America growing at an average 4%, panelists were asked to discuss the impact of such a growth in mobile marketing and advertising. Yet, the consensus was the region still lags behind. “Forget mobile. We’re still weak in online advertising,” acknowledged Max Sichel, CEO of Chile’s Grupo Copesa. “I think it’s going to take 4 or 5 years for [online advertising] to be a bit higher.”

premios.portada-001And the Winners Are…

 

TOP CONTENT PROVIDER TO LATIN AUDIENCES

 Touché Films

 [youtube https://www.youtube.com/watch?v=YOGat5NsdBk?list=PLlGSQJ04OGkjfL92ING4ervxggPYS2yL1]

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TOP DIGITAL MEDIA INNOVATOR IN THE LATIN WORLD

Terra Live Music

[youtube https://www.youtube.com/watch?v=mx2hHShRyBE?rel=0]

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TOP LATIN AMERICAN DIGITAL MEDIA AGENCY

Global Mind

Logo_GM_alta W

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TOP LATIN CONTENT MARKETING CAMPAIGN

Orgullosas (P&G)

 

[youtube https://www.youtube.com/watch?v=UPH29LB5AKc?rel=0]

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 TOP PANREGIONAL ADVERTISING AND MEDIA PROFESSIONAL OF THE YEAR

Marcelo Montefiore – CEO Global Mind

Marcelo Montefiore

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 TOP PANREGIONAL ADVERTISING CAMPAIGN

Sudacannes 2013 – Microsoft Advertising

[youtube https://www.youtube.com/watch?v=cMKZPcqxQKA?rel=0]

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TOP PANREGIONAL DIGITAL ADVERTISING CAMPAIGN

Sony VAIO – Global Mind

[youtube https://www.youtube.com/watch?v=3qMUpY_P3HA?rel=0]

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TOP PANREGIONAL INTEGRATED CAMPAIGN

Gatorade – OMD “We love to run”

gatorade


Learn more about crucial strategies from advertising and media luminaries targeting Latin American and Hispanic audiences. Book now for our Latam Advertising and Media Summit, a required event for any marketing professional.

premios.portada-001And the Winners Are…

 

TOP CONTENT PROVIDER TO LATIN AUDIENCES

 Touché Films

 

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TOP DIGITAL MEDIA INNOVATOR IN THE LATIN WORLD

Terra Live Music

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TOP LATIN AMERICAN DIGITAL MEDIA AGENCY

Global Mind

Logo_GM_alta W

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TOP LATIN CONTENT MARKETING CAMPAIGN

Orgullosas (P&G)

 

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 TOP PANREGIONAL ADVERTISING AND MEDIA PROFESSIONAL OF THE YEAR

Marcelo Montefiore – CEO Global Mind

Marcelo Montefiore

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 TOP PANREGIONAL ADVERTISING CAMPAIGN

Sudacannes 2013 – Microsoft Advertising

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TOP PANREGIONAL DIGITAL ADVERTISING CAMPAIGN

Sony VAIO – Global Mind

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TOP PANREGIONAL INTEGRATED CAMPAIGN

Gatorade – OMD “We love to run”

gatorade


Microsoft, Burger King, Grupo Copesa and Starcom MediaVest Group converged Wednesday morning in Miami to discuss how advertisers and brand marketers in Latin America are using -or not- technologies to purchase media more efficiently.

The discussion kicked off with moderator Marcelo Montefiore, owner of Global Mind, asking panelist to discuss whether they employ advertising technologies, including programmatic buying, as part of their media buying efforts.

“Programatic buying is still slow, because advertisers and agencies are not sharing a lot of information,” said Diego Fernandez, director of media and digital North America, Burger King Corporation. “But I think the next couple of years are going to be very important and we’ll see more of it.”

But for a marketer like Microsoft, even programmatic buying and other such technologies are not to be treated as a priority. In fact, said Microsoft’s Axel Steinman, new technologies don’t solve the bigger, more structural problem in the industry: The lack of consensus to use data and metrics smartly. “Many of us are just trying to acquire the wrong impressions doing the wrong things and that’s a bigger problem,” said Steinman. Microsoft, which spends 50% of its advertising money in digital, is still in a learning process. The key, he said, is to agree on the metrics. “It would be wonderful if as an industry we can sit down and agree on something.”

Speaking about digital media, panelists agreed that while digital advertising has the advantage of delivering great metrics, it also becomes a liability, when advertisers then demand other media (TV or radio) to provide the same type of ROI.

With Latin America growing at an average 4%, panelists were asked to discuss the impact of such a growth in mobile marketing and advertising. Yet, the consensus was the region still lags behind. “Forget mobile. We’re still weak in online advertising,” acknowledged Max Sichel, CEO of Chile’s Grupo Copesa. “I think it’s going to take 4 or 5 years for [online advertising] to be a bit higher.”

Marcelo Montefiore (1)Montefiore is the founder and CEO of Global Mind, an independent interactive agency. He led the company to become a leading regional agency, with 130 professionals in 6 offices.

He is a Graduate in Business Administration from the Universidad de Buenos Aires, and holds a degree in Corporate Finance from the CEMA University. Focusing Global Mind´s services in defining & tracking every brand´s KPIs, during last year only the agency won regional clients as Sony, Microsoft, AMD and Disney. He also teaches Decision Theory at the national prision.

Interview with Marcelo Montefiore

Portada: What do you love about the Latin American Marketing and Media space?

Marcelo Montefiore: I love that it is very dynamic and it´s always evolving. Plus, it´s challenging and rewarding to understand a market where the component countries are different in size, culture, media consumption, etc.

Portada: Why do you think you are qualified to talk about the role of Data in Marketing and Advertising ?

Marcelo Montefiore: Because for over a decade I´ve been promoting more and more targeted campaigns, always with a ROI-oriented focus. And focusing on metrics and returns means Data.

 

 

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