Portada: What does the majority stake of Kantar in Ibope mean in terms of future offerings?
Antonio Wanderley: “Kantar has already been participating in the decisions of IBOPE Media in Latin America for 17 years. In the last three years, Kantar Media increasingly assumed a leading role in this process. Through technological support of the company, IBOPE Media might include solutions in the portfolio like the inclusion of search engines in monitoring advertising investment and the measurement of television viewing on PCs. This acquisition does not represent a strategic realignment of the company, but it accelerates the implementation of our strategy.”
Kantar has already been participating in the decision making process at IBOPE Media in Latin America for 17 years
Portada: How will Kantar and Ibope’s presence evolve in Latin America in terms of the physical location of offices? Antonio Wanderley: “Today, IBOPE Media has a wide coverage, with operations in 16 countries in Latin America. The combination of technology with the investment of Kantar Media will enable the expansion of coverage within each country.”
Portada: Question 2 but referred to the Miami space. Antonio Wanderley: “The performance of IBOPE Media in Miami is well established and has been very successful for 15 years. Customers are satisfied with our services and there are no plans to introduce changes.”
Portada: Do you see more consolidation happening in the research services space? Yes, no, and why? Antonio Wanderley: “The demand of global customers for integrated services and a global approach in combination with the need for substantial investments in technology are the main drivers of market consolidation trend.”
What: Insight, information and consultancy group Kantar has acquired the majority interest and control of Latin America’s leading media measurement business, IBOPE Media for an undisclosed amount of money. IBOPE Media’s senior management and company structure will remain unchanged. Why it matters: The deal marks a new era for both companies and reflects Kantar’s belief that the Latin American market presents major growth opportunities. Kantar and IBOPE have been competitors in the LatAm market research space, specially in media measurement, for many years. The deal combines the largest companies in the Latin American space. The deal cements Kantar Media’s position as a market leader in Television Audience Measurement in 48 countries.
Kantar, the data investment management arm of WPP and one of the world’s largest insight, information and consultancy groups, has acquired the majority interest and control of Latin America’ media measurement business, IBOPE Media.
The acquisition further strengthens Kantar Media’s significant global footprint and expertise in all aspects of media measurement and evaluation and will enable Kantar to better link media and purchase data throughout the region.
IBOPE Media’s senior management and company structure will remain unchanged. CEO Orlando Lopes will continue to run the company, joining the Kantar Media board and reporting to Kantar Media Chairman and CEO Andy Brown.
The deal marks a new era for both companies and reflects Kantar’s belief that the Latin American market presents major growth opportunities.
Andy Brown commented: “Kantar Media and IBOPE Media have worked in partnership for 17 years. Given the opportunities we see in the region, the time was right to increase ownership and to accelerate the sharing of technologies and offers with the Kantar Media business. We’re excited to welcome Orlando and the exceptional team at IBOPE Media to Kantar Media and look forward to driving continued innovation and growth as we develop our combined offer.”
Orlando Lopes added: “I am looking forward to the next stage in IBOPE Media’s evolution and excited about the investment that Kantar Media will bring. Our company will not only keep its business strong within the markets in which it operates but it will also benefit from investment and new expertise enabling us to offer fresh and exciting products to our clients”.
In the past 18 months, Kantar Media has added expertise, extended global reach and new measurement capabilities through the acquisition of companies including Data Republic, Precise, the audio watermarking unit of Civolution as well as its recently-announced asset swap and investment in US TV and video measurement specialist Rentrak.
People change positions, get promoted or move to other companies. Portada is here to tell you about it.
::: Jake Wheeler- SapientNitro ::: Melissa Vogel-IBOPE Media ::: Sonia Guzmán – Grupo BT brands + tourism ::: Marina Lemos – David ::: Vanina Beraldi – Softtek ::: María Chaparro – Alcance Media Group ::: Alexandre Jordao – Augusto Valente-Batanga Media::: Roberto Perez-Alterna TV :::
Jake Wheeler joins la comunidad, a part of SapientNitro, as Creative Director. Jake brings with him more than a decade of creative leadership in content and campaign development across both digital and traditional channels. Based in Miami, he will report directly to Jose Molla and Joaquin Molla, Chief Creative Officers at la comunidad. Wheeler joins la comunidad from Grey New York where he led the Volvo North America business as Executive Creative Director. Prior to Grey, he served as Creative Director at SapientNitro.Wheeler also oversaw key projects for Bacardi, Tag Heuer, and Microsoft in China.
Melissa Vogel takes over IBOPE Media Multimedia management for Brazil and Latin America. In this new position, she will be responsible for business strategy, operations, product development and the launch of audio, text and multimedia measurement tools including Target Index.Part of IBOPE Group for 18 years, she was executive director of New Business for the IBOPE Group and general manager of operations for IBOPE Media in Panama. He also managed the operational areas of IBOPE Nielsen Online Brazil (internet), Target Group Index Brazil and Media Mix (Radio and Newspaper). In the last three years, she has held positions in Marketing, being responsible for auditing solutions and advertising investment in , and more recently, for the area management. Melissa has a degree in Radio and Television from the School of Communication and Arts (ECA) of the University of Sao Paulo.
Alexandre Jordao, currently General Manager of Batanga Brazil, will be taking on an expanded role, overseeing all of the company’s Latin American business out of Batanga Media’s Sao Paulo office as EVP/GM of Latin America.
Augusto Valente will be overseeing Batanga Media’s just spun off Performance Advertising Business. The new unit is called Groovit Digital. Valente is based in Buenos Aires, Argentina.
Alterna’TV, a subsidiary of Eutelsat Americas based in Miami, has announced the appointment of Roberto Perez as Senior Director, Marketing and Distribution, for the United States, Canada and Mexico. The announcement was made today by Aymeric Genty, the new CEO of Alterna‘TV.Perez brings nearly a decade of marketing and distribution experience with America’s largest cable and satellite service providers to his new role with Alterna’TV, having worked for DirecTV, Comcast and Cox Communications.As Senior Director, Marketing and Distribution for the U.S., Canada and Mexico, Perez will be responsible for increasing carriage and enhancing market penetration for the suite of channels and networks represented by Alterna’TV in North America and Mexico.Perez joins Alterna’TV after serving as a Retention Consultant for DirecTV in El Segundo, CA. Prior to this, he was Director of Marketing at Comcast, a post he held since 2010. Previously, Perez worked as a Multicultural Marketing Strategist for Cox Communications (2007 to 2010) A graduate of Universidad Católica Andrés Bello (UCAB) in Caracas, Venezuela, Perez earned a Master’s degree in Business Administration from Atlanta’s Oglethorpe University.
Maria Chaparro is the new account executive at Alcance Media Group in Mexico, after having worked with the newspaper El Universal and Grupo Expansion. Chaparro is a graduate of Instituto Tecnologico de Estudios Superiores de Monterrey (TEC) with a focus on digital marketing.
Grupo BT brands + tourism has hired Sonia Guzman as sales director for Latin America. Guzmán will work from Miami offices. BT + tourism brands clients include Condé Nast Traveler for United States and Spain markets, and Financial Times, plus its own set of media including Boletin Turistico publications and platforms, Travelista and Travelers Guide. Recently, it has also incorporated Forbes representation in Mexico , USA and Canada.
Marina Lemos is Brazilian advertising agency David new director of digital integration. Lemos has 14 years of experience in the digital market and worked in agencies like 10 minutos and Ogilvy & Mather. She has held several accounts including Kraft Foods, Coca Cola, Claro, Magazine Luiza, Kimberly & Clark and Motorola, among others.
Vanina Beraldi has taken over as Softtek new head of regional marketing for hispanic South America.Softtek is a provider of IT services for Hispanic South America.