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What: IMS will manage P&G’s communications in ten Latin American markets across all digital platforms.
Why it matters: The agreement allows P&G to reach audiences through short video ads ensuring brand safety and viewability.

P&G and IMS have announced a commercial agreement with pan-regional aims to spread P&G’s marketing communications across all digital platforms exclusively managed by IMS. P&G will reach its audiences through 15, 20, 30 seconds video ads, that will guarantee a CPCV (Cost per completed view) on premium content ensuring brand safety and viewability.

“We are very satisfied with this agreement. P&G is one of the main global advertisers and this deal reflects their trust, along with that of their media agencies, in our commitment with the industry, where top demands are to deliver brand safety, viewability, professionally developed content and transparency in advertising,” noted Gastón Taratuta, CEO of IMS. “Our duty with P&G is to communicate their messages to the appropriate audience, at the appropriate time, through a viewable format and in a secure environment”.

The agreement will impact ten different Latin American markets where IMS manages platforms such as Spotify, Snapchat, Vevo, EA, Twitch, Twitter, Foursquare, Yahoo, Waze, as well as its own programmatic solution.

“Partnering with IMS provides us access to premium inventory platforms within a brand-safe environment, in our effort to deliver more relevant communication to our audiences, with precision while on a massive scale,”added Alejandro Betancourt Buzás, Latin America Brand Ops Leader at P&G. “We are looking at quickly testing and learning across platforms so that we rapidly expand based on what we find out. The priority will always be to follow our users wherever they are -particularly those underserved by our current media mix- striving to serve them with relevant advertising that features the superiority of our Brands.”

[See the press release here]

Hello friends, here we are again with some news from the digital world that keeps giving us new content and players. Enjoy!

It’s a small world

At the end of April, I was having a leisurely lunch (?) in an exclusive restaurant in Buenos Aires, when in strolled “Fox girls” Andrea Hernandez (from Fox Colombia), along with Cristina Furelos and Cecilia La Grotta. Apparently, they were coming from the nearby Fox Sports TV studios (I guessed that from the photos they put up on their Facebook profiles that day). How nice to see you, girls! It couldn’t have worked out better if we’d planned it.

Digital man for export

It is good to explore new horizons, and even better if these new horizons are facilitated by a job that finances them. I love Rauli Rivera’s new career stage (ex-Spotify exec at IMS, recently imported by Spotify’s Brazil office). As he himself declared on the social networks we share: “5 years as a user, 3 as a partner, and now comes a new challenge in Brazil! Glad to be back.” In the end, we never had the chance to meet personally, Rauli. There will be other chances to reconnect (over caipirinhas).

IMS Immersion

I attended the IMS Immersion Argentina event, organized by IMS to share their insights on digital world trends. It was a nice opportunity to catch up with old friends, including Facu Guzman, Nancy Gomez (from IMS Mexico), Sebas Gil, Marcos Christensen, Tina Franke, Diego Cormio, Adrian Gonzalez and Nana Barragan (I hope I didn’t forget anyone). It was a nice tribal gathering.

Mobile Marketing Challenge

On Tuesday, May 9, we were at the Mobile Marketing Challenge, a breakfast organized by Headway and Appsflyer that was dedicated to mobile marketing for apps. These Headway boys do not rest.

The unstoppable influencer trend

Telefe (one of Argentina’s main television networks, currently owned by Viacom), presented “Chicas de viaje,” a reality travel show hosted by New York City expert Andy Clar. Beyond the novelty of the show, what’s interesting to observe is how TV is echoing the influencer phenomenon (a natural byproduct of social networks) and moving the concept to the television realm.

Countdown to #PortadaLat17

Portada’s annual event #PortadaLat17 will take place June 7-8 in Miami. If you still haven’t bought your tickets, or would like to know more about this fabulous way to stay connected with the world of Latin American advertising and marketing, click here.

April was the month of moves and appointments: with a clear panorama of the first half of the year, it’s important to put together the ideal team to put together a play. In this article, I share how some of the digital teams fared in region.

The Move of the Year (or the Decade)

Nico MasloA few days ago I received a “bomb” in my Facebook inbox. It was a press release that Nico Maslo had sent me particularly (with his PR agency involved). Oh how I love those surprises.

The release announced Maslo’s move to Virketluego almost 10 years after establishing Resultics in Mexico. Later, he told me about it in person, as you can see in this link. The only constant in this life is change. Good luck, Nico!

Former Yahoo Mexico to Sizmek

alfredo sanchezIn mid-April, Alfredo Sanchez (a living legend at Yahoo Mexico) started a new campaign at Sizmek as country manager after closing Yahoo’s operations in the region. Good luck, Alfredo!

From Primia.Digital to Adsmovil

Nestor IslavaAt the end of March, Nestor Islava announced on Facebook that he would be leaving after six years as country manager at Prima.Digital. While he didn’t give any details about his new direction (so intriguing!), we quickly found the information through LinkedIn: Nestor will be working as country manager at AdsMovilMexico. Good luck, Nestor!

From Headway to Teads

Luciana SalazarOn the last day of March, Luciana Salazar‘s Facebook page was rowdy, with photos from a very “after office” party with expressions of affection and thanks coming from every direction. I couldn’t stand the curiosity, and I started to read: it was her last day at Headway, and the beginning of a new phase at Teads as Head of Programmatic for Latin America. Good luck, Lu!

From Opera Mediaworks to Rekket

lau aresA few days ago, I got an email from Marcelo García Cisneros (CEO of Rekket) in which she commented that Laura Ares had started working for him as the director of mobile operations. What a great team you’ve put together, guys (I worked with both of them, so I know what I’m talking about)!

Events in Buenos Aires

It wasn’t all moves and appointments. There were also events (a great part of digital work is how to explain it to family and friends).

On April 20, the Social Media Summit, organized by amdia, was held in Buenos Aires. At the event, different presenters like Citroën, Molinos Río de la Plata, Garbarino, Movistar and Telefónica Argentina shardd their experiences with social media. I missed it, although I heard it was great.

On April 26, I was at IMS Immersion, where apart from IMS’s presentations, we attended educational clinics on LinkedIn, Spotify and Waze. As the clinics were given at the same time, I chose LinkedIn‘s, so I could say hello to Antonio Chan Chan(Marketing Solutions LatAm at LinkedIn), whom I worked with a few years ago. Here is my picture from the audience, although it’s hard to see. I’m your fan, Chan!

And that’s all for now, friends. I’m going to enjoy my beautiful and beloved Mexico (on the occasion of some mini-vacations I’ve been invited to by a friend from the industry, to change it up a bit).

Q1 out, Q2 in. After the year’s busy takeoff, we are now at cruising speed, with clear skies with no turbulence in sight. Its t’s perfect moment to recline your seat, read the month’s news and adjust your seat belt (just in case). This new digital world never ceases to surprise us.

Nestlé and Crisis Management on Social Networks

Ines AttalesI was at the first breakfast of the year thrown by AMDIA, at which Ines Attales (a digital specialist at Nestlé) spoke about the seven things you need to know about crisis management on social networks. During the presentation, she shared recommendations (from her own experience managing concrete situations between the brand and its users). If you are interested in learning more, you can see the whole presentation here.

MEC Argentina Hires New Digital and Data Director

Leila Beraja-2Recently, MEC Argentina added Leila Beraja as the director of digital and data. She comes from an operations manager role at Intellignos, a Google partner and consultant. Good luck, Leila!

From IMS to SocialLive

Agustín Gimenez 2SocialLive, a company that specializes in monitoring social media in real time, recently incorporated Agustín Gimenez as their regional commercial  director. Previously, Agustín worked as a senior sales manager at IMS. This move is a part of SocialLive’s regional expansion efforts in Latin America.

ShowMe Buenos Aires

gonza arzuagaGonza Arzuaga invited me to the 2016 edition of ShowMe Buenos Aires, at which seven Internet entrepreneurs talked about the secret to their successes (and some of their failures). I was at the 2015 edition, and I left very inspired. Save me a spot at the next one, Gonza. Let me see if I can finally come up with a good business idea!

Kicks Takes Off in Mexico

ale duranThose Kickads guys are killing it! Now it looks like they have opened an office in our lovely, beloved Mexico. The operation will be under the direction of Alejandro Durand, ex Havas Media Mexico mobile advertising specialist. Let me know if there’s going to be a launch party. I have my passport ready.

Turner Will Purchase Telefe

It seems like Turner, the American TV giant, is interested in buying an open TV channel in Argentina, and everything is indicating that they are in advanced negotiations with Telefe (the signal operated by Grupo Telefónica). Apparently, the idea is to launch an CNN Argentina. We’ll see how this unfolds.

That’s all for now, friends. We’ll “read each other” again next month with more news!

 

November is an intense month that sometimes resembles those football games in which the adjustments necessary to reach the desired results are achieved in the last minutes. Business events start to mix with holiday parties. Meetings start to smell like 2016. Some decisions are put on the backburner until next year, and others are made in advance.This is the situation we are as we approach the end of November, and here are a few of the month’s latest developments.

Movement in Chile – Part Two

claudio perezA few weeks ago on LinkedIn I found out that Claudio Pérez (whom I used to see frequently on my trips to Chile for Havas) has moved to IMS, which is precisely the team that commercialized LinkedIn. I contacted him, and he commented that he moved over there to replace Alejandro Trujillo, who recently left the position to head over to TAPTAP Networks (in case you didn’t read my latest column, here it is).

Good luck, Clau! (I wonder who will be meeting me when I head over to Havas Chile?)

E-Commerce and Inspiration

I was in the first edition of the Mercado Libre Talks, an event (from what I can tell) with similar characteristics to TED, but with a local focus on global tendencies in innovation and technology as applied to business.

As much as these talks were done by professionals and entrepreneurs of the likes of Marcos Galperín (founder and CEO of Mercado Libre), Roby Souvirón (founder and CEO of Despegar.com), Federico Procaccini (country manager for Google Argentina), Daniel Rabinovich (CTO of Mercado Libre) and Alejandro Zuzenberg (director of Facebook Argentina), I believe that the best part of the event featured the three “best vendors” on Mercado Libre, who were recognized with the award for the best success case.

The competition consisted in a series of interviews with vendors that were pre-selected by Mercado Libre with a focus on the importance that the platform has for their business. These interviews and presentations (which were shown at the end of the event) had been recorded and edited into a “reality show”style video.

I think we all found the stories to be fun and memorable (and emotional), as some of them remembered their off-line business failures, and that thanks to the digital platform created by Mercado Libre, they were able to revive their businesses and improve their and their families lives in different ways.
It was a nice way to close the event.

Audio.ad Incorporates New Media

I spoke to Gonzalo Alonso, the managing director of Audio.ad, alonsowho told me that their office in Colombia is about to close down as a new agreement is signed with some of the most important music streaming services in Europe. Apparently, the platform (whose catalogue contains 35 million songs and is available in 182 countries) will be operating out of Brazil, with a central office in Paris.

Intriguing, Gonzalo!

Digital Talents Are Produced (And For Sale)

Lorena Amarante, one of the pioneers of the Argentine digital lorenaindustry and co-founder of OM Latin America, commented that (on top of continuing with different capacitations in digital marketing) they have just launched a talent search and selection service for the digital industry.

As of now, businesses that are interested in incorporating specialized professionals can trust the expert eyes of the team behind OM Latin America.

For more information, visit: www.omlatam.com

What a great project, Lore!

The Mobile Marketing Association (MMA) Event

goldyJuan Göldy (the fabulous president of the MMA) and Soledad Moll (the general manager of the MMA) invited me to the MMA Forum Argentina 2015, an event dedicated to thinking about mobile marketing from the inside.

It was a full-house (which is no small feat on a day that threatened to bring torrential rain to Buenos Aires).

The organization didn’t leave anything to chance: from relevant presenters (providers of mobile solutions, brands and agencies) to the impeccable catering.

When’s the next one?

Headway Digital Gets Ready to Party

In the last column, we had commented that headway (MediaMath‘s exclusive partner) is turning five years-old. The moment to celebrate has arrived: On November 25, there will be a cheers at a well-known bar in Buenos Aires. Of course, I’ll be there, listening for any new developments.

See you in December!

What: IMS,  the digital marketing and communications company, will be Vevo’s advertising representative in Latin America through a partnership that was announced last week.
Why it matters: This is IMS’ first trade agreement  after being acquired by Sony Pictures Television.

VevoVevo, the all-premium music video and entertainment platform with over 11 billion monthly views globally,  has enlisted IMS to help the company expand its advertising opportunities in Latin America and educate advertisers on how best to connect with consumers in Spanish-speaking Latin America, including Mexico, Chile, Argentina, Colombia and Peru.

Latin American advertisers will have the  opportunity to target Vevo viewers through contextual targeting, music genre, and artist targeting, among other segmentation variables. Additionally, Vevo Originals, which follow the careers of emerging artists, offers brand integration opportunities on a local level.

This partnership between IMS and Vevo adds to IMS´s ongoing initiatives to bring new opportunities to the advertising market, facilitating new ways for brands to engage with their audiences. Vevo and IMS look forward to working together with businesses and consumers in Latin America, to help bring valuable messages to the digital consumers.

IMS and ComScore’s Mobile in LatAm Study revealed that two thirds of mobile users in Latin America already know Vevo and over half of Vevo mobile users consider it important in their daily use. Additionally, according to IAB’s “Mobile Video 2015, A Global Perspective,” music videos are the preferred form of video content on mobile in Latin America. The Latin American consumer is increasingly connected and dominates technology representing an excellent opportunity for digital advertising. The digital ad sales outlook for Latin America is poised for double-digit growth over the next five years.

Two thirds of mobile users in Latin America already know Vevo and over half of Vevo mobile users consider it important in their daily use

Music videos are a big part of digital Latin America and Vevo is at the forefront of this,” says Gastón Taratuta, CEO and Founder of IMS. “As the number one music site in the world, Vevo has the exceptional ability to reach and engage Latin Americans in new ways, both locally and globally.”

“Vevo’s viewership in Latin America and Mexico is continuing to grow remarkably year on year, especially in Mexico, which is now Vevo’s second largest market in terms of views – something that is very exciting for us to see,” says Nic Jones, Executive Vice President International, Vevo. “Out of Vevo’s 11 billion monthly views in June, 1.4 billion came from Mexico alone. There’s immense potential for Vevo in Mexico and other Latin American countries, and we’re excited for IMS to help us better communicate with advertisers locally, and across Latin America.”

 

 

The announcement of Sony Pictures Television buying a majority stake in IMS, the Miami headquartered Latin American media placement firm, has caught some industry observers by surprise. It is known that Sony Pictures Television, led in Miami by Irving Plonskier, SVP President/General Manager of Sony Pictures Television AdSales Latin America, and IMS, led by CEO Gaston Taratuta, have been talking about SPT buying IMS for a few years. But why is the transaction happening now? What is the synergy between both companies? Below are 4 key points, as obtained from industry observers by Portada, that may have motivated the transaction.

1. SPT Gains Access to Key LatAm Brands and Agencies

LatAmIMS is the main digital media placement firm in Latin America. Particularly when it comes to the representation of global media companies  it has taken Punto Fox’s position. (Punto Fox exited in early 2014) . Media brands that IMS sells media for  Waze, Twitter, LinkedIn, Spotify, Crackle, iAds and Foursquare.  (Although Twitter recently announced that it also will venture to LatAm on its own and Netflix used to be represented by IMS and is not anymore.) IMS’ connections with brands and agencies, perhaps even more for panregional accounts based in Miami, can be an important asset for Sony Pictures Television. As T.C. Schultz, EVP & MD Networks, Latin America & Brazil for SPT tells Portada, “IMS has done an exceptional job growing their business in the region over the last several years. As we looked to expand our digital presence in the region, IMS became the first choice because of their position as the market leader.:

2. Unclear Role for Media Placement Firms in the Age of Programmatic

One reason that may  have contributed to IMS’s decision to sell a majority stake to SPT is that the role of media placement firms in the Age of programmatic digital media buying, which is quickly entering the Latin American space, is not clear. In a world where media properties’ inventory is connected via SSPs (Supply Side Providers) to DSP’s (Demand Side Networks) via open or private exchanges, efficiency has increased substantially. This means that the margins for intermediaries, including media placement firms, are bound to be much lower than in the previous age of the (blind)  ad-networks.

3. Latin America: A Hard Nut to Crack for Crackle?

Online Video is a very important growth business for mostly TV-centric companies such as Sony Pictures Television. Crackle is Sony Pictures Television’s online video platform and a key asset for its growth. Industry insiders tell Portada, that the Latin American market is not an easy market for Crackle to monetize. In Brazil, the largest market by far, approximately 80% of digital media budgets go to Facebook and Google. Properties like Crackle don’t get much business because mayor local players like UOL and Globo.com fight for the remaining 20%. IMS may help Crackle to reverse this situation.

4. Valuation of Sony Corp. as it spins off TV Business

A bit of background info: Sony Corporation, a public company listed in NYSE (SNE),  is likely to sell its  non-performing units, including its money losing TV unit,  in fact it already sold its VAIO PC business last year, and  narrow its focus down to three profitable units. These thee units are: Image sensors, gaming (e.g. Playstation) and media (which includes Sony Pictures Television one of Sony’s most profitable units). The acquisition by SPT of a majority stake in IMS makes sense as it adds a company that is present in two high growing markets: Latin America and digital media. These are features that bode well for Sony Corporation’s overall valuation from an equity investor perspective. As IMS CEO Gaston Taratuta, tells Portada, “There is incredible growth of mobile and internet penetration in Latin America and this acquisition allows IMS and Sony to capitalize on this, help optimize the digital market in Latin America, and create opportunities to work together on regional and possibly global initiatives in the future.”

What: Twitter is expanding its operations in LatAm by opening new offices in Miami, Mexico and Colombia. Guilherme Ribenboim will now be VP Latin America, and Matthew Drinkwater, has been named Agency Relations Director for Latin America.
Why it matters: Social Media giants including Twitter are increaseing their presence in Latin America. According to Twitter, the appointments will not affect  the partnership ithas with digital marketing firm IMS (Internet Media Services).

2dDdk-Uh_400x400Twitter has announced the appointment of Guilherme Ribenboim as Vice President of Latin America. Ribenboim served as CEO of Twitter Brazil when the social net started operating in that country in 2012.

guilhermeIn addition to heading the company in the Brazilian market, Ribenboim will now be responsible of the Latin American sales team, managing the offices in Mexico, Colombia and soon in Miami.

He will also be in charge of sustaining relations with business partners in each region. Before he agreed to take on the role as Regional Vice President, Ribenboim, handled the business in Brazil. Prior to that, he was CEO at ClickOn, a shopping site in South America, he was also VP at Yahoo Latin America and U.S. Hispanic business. Being an executive with a vast experience in Latin America, Guilherme currently serves as president and chairman of IAB (Interactive Advertising Bureau) in Brazil. He holds a Master in Economics from the Catholic University in Rio de Janeiro.

The new appointments come at a time of continued growth of the company in the region: Brazil today is within the top 5 overall market growth in terms of users, while Mexico is in the top 10 and Colombia in the top 20.

The digital marketing firm IMS (Internet Media Services), with which Twitter has a partnership for ad sales in Latin America, will continue operating in the region on Twitter’s behalf. “Thanks to the enormous success of our partnership with IMS Social , we will continue to find new opportunities to better serve our customers and make our team grow. We look forward to continue working with IMS; specially on building a direct sales force to keep on growing our operations in Mexico and Miami,” said a spokesman for Twitter.

Latin America Growth

39532c4As proof of this continuing consolidation of the company’s operations in the region, Matthew Drinkwater, executive at Twitter, has been appointed Agencies Relations Director for Latin America, a role he will perform from Miami, where Twitter plans to open offices in the next quarter. Before taking up this job, Drinkwater established and led Brazil business operations, serving the needs of small and medium enterprises.

On the other hand, Carlos Moreira Jr was named Media Director for Latin America last year in September. The executive joined Twitter in July 2013, focusing on the Brazilian market. Thanks to its good performance, Moreira is now also responsible for expanding partnerships in the region with media personalities and companies and promote Twitter best practices in Brazil and worldwide, in different segments such as TV, music, sports, politics and journalism.

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

:::  Jorge Portugal –  Volkswagen Brazil ::: Twitter – Guilherme Ribenboim – Matthew Drinkwater ::: VIMN –  Juan Acosta – Federico Cuervo – Tiago Worcman  ::: 2btube – Jesus Perezagua – Punit Goenka – Sean Cohan :::

Click here for previous Latam Changing Places editions

descargaJorge Portugal has been appointed Vice President of sales and marketing at Volkswagen Brazil. He will replace Ralf-Jochen Berckhan. During the last three years, Portugal served as executive vice president of sales and marketing for the Argentina operation. Jorge Portugal began his career with Volkswagen in 1998.

2dDdk-Uh_400x400Twitter has announced some new appointments:

 

 

 

guilhermeGuilherme Ribenboim as Vice President of Latin America.In addition to heading the company in the Brazilian market, Ribenboim will now be responsible of the Latin American sales team, managing the offices in Mexico, Colombia and soon in Miami.He will also be in charge of sustaining relations with business partners in each region. Before he agreed to take on the role as Regional Vice President, Ribenboim, handled the business in Brazil. Prior to that, he was CEO at ClickOn, a shopping site in South America, he was also VP at Yahoo Latin America and US Hispanic business.

39532c4Matthew Drinkwater, executive at Twitter, has been appointed Agencies Relations Director for Latin America, a role he will perform from Miami, where Twitter plans to open offices in the next quarter. Before taking up this job, Drinkwater established and led Brazil business operations, serving the needs of small and medium enterprises.Read more.

 

2LL17Ghs_400x400Viacom International Media Networks has made a series of promotions at its Americas division, while its distribution arm has secured a local version of The Daily Show in Europe.

 

 

 

descarga (1)Miami-based Juan Acosta, previously VIMN Americas chief financial officer, has been appointed chief operating officer.Acosta will be responsible for VIMN’s portfolio of brands including MTV, Nickelodeon, Comedy Central, Paramount Channel and Tr3 in Latin America, Canada and the US Hispanic market.

 

 

5861_468Federico Cuervo, who is based in Buenos Aires, has been named senior VP of entertainment brands. Cuervo will be responsible for Comedy Central and the Paramount Channel in Latin America and Worcman will handle MTV and Tr3 in the US Hispanic market plus VH1 in Latin America.

 

 

descarga (2)Sao Paolo-based Tiago Worcman has been appointed senior VP of music brands for VIMN Americas.

 

 

 

oY9hm2VY_400x4002btube has announced its board of directors.The new Board Members of 2btube are:

 

 

 

 

Jesus-Perezagua-e1395660086450Jesus Perezagua, who until recently was president Europe and Africa at Fox International Channels where he began his career in 2003, joining the group as managing director of FIC Spain and Portugal. From 2005, he headed up the company’s expansion across Eastern and Central Europe as well as Greece and Turkey before taking over for the entire European and African operations in 2011.Before joining Fox International Channels, Perezagua held positions at Fox Kids Entertainment in Spain and at Japanese toy company Bandai Espana. He currently lives in Tokyo where he is advising Fox International Channels Asia.

 

descarga (3)Punit Goenka, who is the Managing Director and Chief Executive Officer of Zee Entertainment Enterprises Ltd. (ZEEL), India’s second largest media company with an income in excess of USD 750M. Punit is responsible for expanding the company’s global presence across 169 countries, and its reach to over 959 million viewers. ZeeTV is a major presence on YouTube with more then 3.5 million subscribers and 200 million monthly recurring views.

 

seanSean Cohan, Executive Vice President, International for A+E Networks. Mr. Cohan oversees A+E Networks’ International division, managing the company’s brands, content, and services outside the U.S.  He manages staff in New York, Los Angeles, London, Rome and Singapore, and venture teams across 20 more cities.  The division’s activities include branded channels, content sales and digital media distribution.A graduate of Harvard University, Mr. Cohan holds an MBA from Stanford University.

 

 

In this article, Lorena Hure, a Marketing and Media expert who is joining Portada’s Editorial Team, discusses the pros and cons of the exclusive (“premium”) media representation business in Latin America. The premium media representation space has opened up particularly after Punto Fox exited the space in early 2014.

Publicidad-267x200For many years, Punto Fox was recognized, among other things, as the strategic partner of choice of major international media properties who wanted  to operate in Latin America. For these media properties, Punto Fox was a gateway to enter the interesting but complex and unfamiliar Latin American territory.

Such was the case of Facebook and LinkedIn (just to mention two of the most widely known examples).These companies had been operating through Punto Fox organization for several years, before expanding their own sales teams into the region.

After Punto Fox departure in early 2014, IMS claims for the position of Punto Fox successor, having absorbed much of its workforce, as well as by replicating its business model (which continues to have LinkedIn’s exclusive representation, in countries where this media still does not have its own sales force.)

While it may seem an interesting business, the truth is that not everyone can be a  strategic partner of a premium media property and live up to that role over time. Choosing a company for sales representation is the result of a long and difficult process of negotiation, in which one needs to know  how to play up to media that has proven to be very successful in its own markets, while trying to build a similar success in Latin America. Many local ‘players’ get confused by the apparent advantages of becoming a strategic partners of these major media properties, but certainly only a few are willing to face certain disadvantages that would discourage many.

With Punto Fox departure in early 2014, IMS appears to be its successor, having absorbed much of its workforce, as well as attempting to replicate its business model

Some background: On the one hand there are the international media properties…

Latinoamerica3-246x290Here we describe the main advantages and disadvantages of local and exclusive representation of premium international media. But first, we will provide some background. Let’s see…

On the one hand, there are the international media properties, whose main source of revenue are ad sales. Generally, the marketing of these ad spaces is handled locally through a private team or through sales agreements with agencies who make specific purchases on behalf of their clients. So far, everything seems quite simple. However, the real challenge these media face is when it comes to expand their own horizons, and choose expand to other markets such as  Latin America.

The main challenges they face  are (to name only the most obvious) the language, local idiosyncrasies, and certain legal and tax issues that may hinder to carry out the operation in an efficient way.. What’s more, we have to consider that all these factors will duplicate in each of the countries of the continent; each local market has its own specific features.

… on the other hand, are the local ad sales rep firms.

On the other hand, there are local companies (usually advertising services providers) operating in most of the region, which know the specifics of each country and have a dynamic and skilled workforce able to perform internationally. These companies usually have little interest in developing their own products (probably because these endeavors involve a period in which no return will be perceived, and therefore are unwilling to take the risk.) Both international media and local companies have a common interest: they both want to obtain significant revenues in the short-term and recognize their counterpart as the perfect complement for the deal to take place. Thereby, via negotiations, they become strategic partners.

Both international media and local companies have a common interest: they both want to deliver significant resources in the short-term and recognize the other as the perfect complement for the deal to take place

The advantages for the local representative…

  • Being the strategic partner of a major media property in the region, can enable the representative firm to obtain a better position in local markets.
  • Representing international media enables the strategic partner arouse advertisers’ interest. Consequently, the sale of other products the rep firm offers becomes easier.
  • It enables to generate economic resources without having invested in the development and maintenance of a successful product.
  • It allows gaining experience and appeal to the interest of other international media properties.

… And potential disadvantages.

  • When the company represents several Media, there is a risk of neglecting those who are less profitable, at the expense of the media that reports higher profits (which also may impact the fulfilment of agreements with all that this implies).
  • Once the international media understands how the operation works, and begins to perceive a substantial turnover, it is time to set foot in the region. So, the representative will not only see its revenue decrease significantly, but also may have to re-allocate the workforce that was exclusively involved in the representation of the international media property.  Sometimes, it is likely to lose key employees, who then may be employed directly by the international media property.
  • If the company fails to balance its different sources of income, it may find itself in serious difficulties when it comes to renew the representation agreement.
  • There are times when the media make use of the strategic partner workforce as if they were their own and this creates a gray area in which the employee will respond to the media rather than to the internal formal structure of the rep firm.

Being a strategic partner of a Premium Media Partner is an interesting business, but not all that glitters is gold. The best thing to do before taking over a major exclusive representation business is to evaluate thoroughly whether the potential benefits will be enough to compensate for the disadvantages.

Internet Media Services, IMS  has obtained the exclusive rights from Apple to market Aples iAd advertising platform in Latin America. IMS will be immediately opening up Apple iAd to Brazil and Mexico, and then will bring iAd to the rest of Latin America.

imsApple iAd platform brings unique, compelling advertising experiences to iOS users. Most countries in Latin America are iAd-supported, and marketers that operate in Latin America will be able to reach those users on their iPhone, iPad, and iPod Touch, for the first time, through iAd’s unique first-party targeting tools, exclusively through IMS.

IMS CEO and Founder Gaston Taratuta tells Portada that “On average, people spend 86% of their time in apps when on their connected devices, according to Flurry Analytics. iAd’s App Network can help advertisers connect with consumers directly on their phones and in their apps, the space in which they spend most of their time. What’s more, iAd can help brands target the right audience for their ads.”
In addition to iAd’s App Network, IMS will provide education and support for iAd Workbench, Apple’s campaign planning and management tool, and iAd Producer, the iAd tool to help brands design and develop interactive content. Apple iAd and IMS will allow brands in Latin America to sell into any app-enabled Apple device, such as iPhones, iPads and iPods Touch.

iOS is the second most popular operating system in Latin America, beating Blackberry, Windows Phone, Samsung, LG, and Series 40. As of December of 2014, iOS users were about 17% of mobile users in Mexico, and about 16% in Brazil, according to StatsCounter.

Starting in Miami, Mexico and Brazil

appleIMS will be immediately opening up Apple iAd to Brazil and Mexico, and then will bring iAd to the rest of Latin America.

Our sales efforts will initially be based in Miami, Brazil and Mexico. Once we have created success in these markets, we will move iAd into other Latin American markets, using best practices learned while expanding iAd usage in these behemoth markets.
The two biggest markets in Latin America are, of course, Brazil and Mexico, but digital advertisers are looking for opportunities to expand across the region. Regional spending on all measured media is forecasted to rise 14.3% in 2014, according to ZenithOptimedia’s September 2014 “Advertising Expenditure Forecasts,” an increase from 9.3% in 2013. With the summer Olympics being held in Brazil in 2016, there are great opportunities that advertisers can look forward to in Latin America.

With iAd, advertisers can reach their audiences on a CPM model.

How is it sold?

Taratuta tells Portada that “With iAd, advertisers can reach their audiences on a CPM model. iAd gives them the flexibility to also choose audience and ad formats that work best for each brand. They can find their ideal audience among Latin American Apple users and get their message to the right people using iAd exclusive insights and segmentation tools.”

One of our keys to success is making sure that we can educate the entire market on effective and efficient use of Apple’s iAd platform. To achieve this, IMS will create dedicate ad sales teams for iAd in Miami, Mexico and Brazil. We’ve done this kind of roll out in the past for Twitter, Waze, Spotify, Foursquare, and LinkedIn. This is what makes IMS unique, in that with each new partnership, we hire new highly skilled employees who are dedicated to educating and evangelizing the Latin American markets about these new advertising platforms.”

 

What: Foursquare will work with IMS Internet Media Services (IMS), to expand its reach and scope in Latin America.
Why it matters: With this move, the mobile application Foursquare, which according to the company is used by more than 50,000 developers to add locations to their applications, enters the Latin American market.

imsfoursquareIMS Internet Media Services (IMS), has been selected by Foursquare as their exclusive advertising sales partner in the Latin American region, expanding the reach and scope of Foursquare’s advertising tools to new markets in 2014.

Foursquare is a free mobile application that helps you see where your friends are and track them. More than 45 million users have joined Foursquare since 2009, according to company data.Foursquare’s products give brand marketers the advantage of  being only charged on a Cost-Per-Action basis, or when a user either interacts with an ad or checks into a specific venue within 72 hours upon seeing that ad. Even more, engagement rates for Foursquare outpace those of traditional banner advertising and provide actual, measurable ROI for brands.

Later this spring, IMS will introduce dedicated sales teams in two of the region’s major markets, Brazil and Mexico, to help advertisers reach consumers with campaigns utilizing the full suite of Foursquare’s advertising products. The company will also offer customized training programs for agencies and brand advertisers on how to best optimize these formats.

“We’re thrilled to partner with Foursquare, one of the most recognizable names in social today. Foursquare enjoys tremendous popularity in the region, and many brands will benefit from the unique advertising opportunities to reach consumers that only Foursquare can offer,” said Ignacio Vidaguren, COO of IMS.

“One of the key goals for Foursquare in 2014 is to expand our advertising tools to additional markets worldwide, and we’re glad to work with IMS to enter Latin America,” said Steven Rosenblatt, Chief Revenue Officer of Foursquare.

The Foursquare Ads´ introduction in Latin America comes as the region is experiencing exponential year-over-year Internet growth and among the highest mobile penetration and social media engagement rates in the world, According to comScore. Whatsmore, Latin American internet users spend ten hours a month on social media platforms. Smartphone adoption is also projected to continue above global averages in 2014 and upcoming world events such as the 2014 World Cup and 2016 Olympic Games will present new mobile advertising opportunities for brands and business of all-types.

Foursquare will be the latest technology company to partner with IMS in recent years to scale, monetize and navigate the nuances of the region. In 2012, IMS was selected by Twitter as the company’s exclusive ad sales partner in Latin America and in 2013, Waze selected IMS as its exclusive regional ad sales partner. Most recently, Spotify partnered with IMS to enter the market with advertising opportunities on the music-streaming platform.

What? Maren Lau was promoted to CMO in IMS.
Why it matters?IMS has commercial representation of Twitter in the latin american region, among other clients.

maren.lau.imsIMS Internet Media Services IMS Internet Media Services has announced the promotion of Maren Lau to CMO. So far,  the executive has served the company as SVP of Marketing.

Maren Lau, who is also a member of the company, has been involved in various business activities such as new product development and corporate strategy. She promoted the launch of the Social Division of IMS – Twitter’s Ad Sales Partner in Latin America – in eight markets. It also sells the Waze application.

In her new role ,the executive  will remain in charge of the marketing team and  IMS Social operations regionally.

Taratuta Gaston, President of IMS, has recently spoken with Portada about 2014  trends (article here).

AD-Tech New York, one of the most important events for digital marketers, concluded yesterday in New York City’s Jacob Javits Center. The event had a sizable number of Hispanic and Latin American oriented companies among exhibitors and attendees.They included…

Ad:Tech New YorkAmong the more than 200 exhibitors at AD:Tech New York there were a good number of companies that are very active in the U.S. Hispanic and Latin American sector. They include Batanga Media, digital media trading desk Headway Digital, LatinPak, Adnetwork.net, the performance advertising oriented network owned by IMS, Harrenmedia, mobile ad – network StartMeApp  and ad-trading desk Zetanet. Listen Up Español was another Ad-Tech exhibitor. The Hispanic specialized Direct response call center is introducing a digital marketing unit to help clients integrate Hispanic Internet Services into their Telemarketing services, Randall Anderson, COO at Listen Up Listen Up Español told  Portada.

General Session on Multicultural Digital Marketing

The U.S. Hispanic market and Latin America were also represented in Ad:Tech New York’s conference agenda. Martin Enriquez, CEO & Founder of Social Metrix, Matias Perel, Founder of Latin3, Rudina Seseir, partner, Fairhaven Capital and Sederrick Raphiel, Principal & Creative Director at The Design Factory, participated in a lively keynote panel on the state of multicultural marketing within digital advertising. Matias Perel of Latin3 used the analogy of “two worlds” as he played a video from Univision highlighting the dual nature of many Latin Americans today. They may be into futbol as much as football; they may like cheeseburgers as much as carne asada. This demographic may baffle marketers because of the complexities involved, but the video mentioned a very important point: Latinos make up the fastest growing segment of young people in the US.

50 % of our Nespresso capsules are sold online.

Nestle produces 1500 daily original content posts on Facebook

In another keynote Peter Blackshaw, Global Head of Digital Marketing at Nestle, explained that Nestle has made a lot of progress in the digital and social media realm since he came on board two years ago. “Nestle sells 1.2 billion products every day across the globe, and a growing percentage of our brands are supported by digital initiatives, such as QR for greater detail about the product,” he said. “We produce about 1,500 pieces of original content a day on Facebook alone, and 50 percent of our Nespresso capsules are sold online. Our brands have a total of 180 million fans on Facebook, and that’s growing 5 to 7 percent per month.” .

AD-Tech New York, one of the most important events for digital marketers, concluded yesterday in New York City’s Jacob Javits Center. The event had a sizable number of Hispanic and Latin American oriented companies among exhibitors and attendees.They included…

Ad:Tech New YorkAmong the more than 200 exhibitors at AD:Tech New York there were a good number of companies that are very active in the U.S. Hispanic and Latin American sector. They include Batanga Media, digital media trading desk Headway Digital, LatinPak, Adnetwork.net, the performance advertising oriented network owned by IMS, Harrenmedia, mobile ad – network StartMeApp  and ad-trading desk Zetanet. Listen Up Español was another Ad-Tech exhibitor. The Hispanic specialized Direct response call center is introducing a digital marketing unit to help clients integrate Hispanic Internet Services into their Telemarketing services, Randall Anderson, COO at Listen Up Listen Up Español told  Portada.

General Session on Multicultural Digital Marketing

The U.S. Hispanic market and Latin America were also represented in Ad:Tech New York’s conference agenda. Martin Enriquez, CEO & Founder of Social Metrix, Matias Perel, Founder of Latin3, Rudina Seseir, partner, Fairhaven Capital and Sederrick Raphiel, Principal & Creative Director at The Design Factory, participated in a lively keynote panel on the state of multicultural marketing within digital advertising. Matias Perel of Latin3 used the analogy of “two worlds” as he played a video from Univision highlighting the dual nature of many Latin Americans today. They may be into futbol as much as football; they may like cheeseburgers as much as carne asada. This demographic may baffle marketers because of the complexities involved, but the video mentioned a very important point: Latinos make up the fastest growing segment of young people in the US.

50 % of our Nespresso capsules are sold online.

Nestle produces 1500 daily original content posts on Facebook

In another keynote Peter Blackshaw, Global Head of Digital Marketing at Nestle, explained that Nestle has made a lot of progress in the digital and social media realm since he came on board two years ago. “Nestle sells 1.2 billion products every day across the globe, and a growing percentage of our brands are supported by digital initiatives, such as QR for greater detail about the product,” he said. “We produce about 1,500 pieces of original content a day on Facebook alone, and 50 percent of our Nespresso capsules are sold online. Our brands have a total of 180 million fans on Facebook, and that’s growing 5 to 7 percent per month.” .

 

 

 

 

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

Vincent Cordero – HBO ::: Hernado Ruiz Jimenez, Damian Mazzotta, Juan Varela – impreMedia  ::: Jaime Guerra – IMS ::: Nicolás Mc Cormack – Discovery Networks :::

HBO Latin America announced the appointment of Vincent Cordero to the newly created position of Chief Operating Officer (COO) beginning this Novembericer . As COO, he will be responsible for the company areas including Technology, Legal, Finance and Human Resources, reporting to Gaston Comas, CEO.

Jaime Guerra has been appointed Managing Director for IMS Social. Guerra will be in charge of overseeing all Twitter´s operations in Latin America. IMS has been working with Twitter for the last 13 months and has offices in Miami, Mexico City, Buenos Aires, Santiago de Chile, and Bogota. Also has partners in Lima, Quito, and Santo Domingo. For more info read the interview with Jaime Guerra here.

impreMedia, the leading Hispanic news and information company in the U.S., confirmed today the appointment of Hernando Ruiz- Jiménez, Executive Vice President and General Manager, East Division and Damián Mazzotta, General Manager, West Division. Juan Varela also has been tapped as the new Content Director. All three join impreMedia’s Executive Committee and report directly to Francisco Seghezzo, COO.

Discovery Networks Latin America has named Nicolás Mc Cormack Advertising & Sales VP for the South Cone. Mc Cormack will be based in Buenos Aires, Argentina.

Coca Cola Femsa has announced John Santa María Otazua as its new CEO. The executive starts working as CEO the 1st of January, 2014. Carlos Salazar has been named General Director of the company and José Antonio Fernandez Carbajal will continue to work as Executive President.  Coca Cola Femsa produce and distribute Coca-Cola´s brands in Mexico, Guatemala, Nicaragua, Costa Rica, Panama, Colombia, Venezuela, Brazil and Argentina.

Johnson & johnson has hired Coca-Cola´s CMO in North America, Alison Lewis as its new global CMO. Lewis will report to chairman Lynn Pendergrass. In her current role Lewis oversees more than $600 million in ad spend. According to Kantar Media.

Twitter has appointed Vivian Schiller as head of news. Schiller comes from NBC News, where she leded the network’s digital division.

Jaime Guerra, the recently appointed Managing Director for IMS Social, the company charged with overseeing Twitter’s advertising in Latin America, talked to Portada about the company’s expectations for the rest of this year and next, their strategy for increasing Twitter ad sales in the region, and how it plans to market the social network for the 2014 World Cup in Brazil.

Translated by Candice Carmel

Portada: How will you handle marketing for Twitter regionally?

Jaime Guerra: IMS Social has been Twitter’s exclusive Ad Sales partner in Latin America for the past 13 months. I am based in Mexico, but oversee operations throughout all of Latin America, so I will be traveling constantly to monitor the work of the teams involved in selling Twitter through IMS Social offices in Miami, Mexico City, Buenos Aires, Santiago de Chile, and Bogota. I will also be overseeing operations in Lima, Quito, and Santo Domingo, as well as future openings in other countries in the region.

Our IMS Social teams throughout the region work exclusively with this platform: we breathe, think, and talk in Twitter speak.

Fortunately, there is great interest in all countries in the region for the business-level platform, since it offers the possibility of a specific “tailor-made” approach for each customer, whether they are brands, public figures or institutions.

Portada: What steps will be implemented following your appointment?

Jaime Guerra: IMS Social and Twitter have embarked on a two-stage plan:

• The first year is all about our launch in the region: We took on the task of approaching advertisers and introducing the product, along with educating clients and preparing budgets that are tailored to the platform. We recruited and developed a team to handle the start-up of our operation.

• The second year will be devoted to consolidation and growth: From this moment on, we will be focused on creating strategies and leveraging existing KPIs, as well as the quality of service already provided, in order to generate growth in the budgets of advertisers who already know us. We will also seek to reach a new volume of advertisers, expanding our reach to more brands in the region.

Portada: What are the goals for this year? And next year?

Jaime Guerra: To grow.

To achieve this, we’ve added new members to the team, in order to provide our customers with greater support in creating strategies that work to always achieve excellent results. We have new talent working in Marketing and Social Media strategy, which will provide ideas and knowledge to create offerings that add value to our clients, while always maintaining impeccable service.

Portada: What are your expectations for developing Twitter advertising in the region? In which countries is spending growing the most?

Jaime Guerra: At the LatAm level, according to figures collected from various sources, global ad spending is at $30 billion.

The Digital category (including search engines) accounts for about $2 billion. Twitter is the third choice in that category.

Therefore, we must ask ourselves: How do we gain more ground? The answer lies in establishing budgets with advertising targets that will draw our advertisers into the digital category. Depending on its number of Internet users, broadband penetration, and mobile usage, each country will vary greatly according to its population density, but all markets are important since there is high interest and much growth.

Portada: Are you betting heavily on any particular country in the region and why?

Jaime Guerra: We are betting on our five core markets, but also on those where we have partners (Dominican Republic, Peru and Ecuador), and we will continue adding new countries to expand our operations in the continent.

We cannot limit ourselves to any single country, because we are experts in Latin America as a region and our commitment to advertisers and partners is to put that resource at their disposal.

Portada: What is your strategy for the 2014 World Cup in Brazil?

Jaime Guerra: Although the World Cup is not a big event for Americans, because they have other sports that take priority, we have dedicated these past months to teaching them its importance for Latin America and explaining the need for having a strategic presence during this event.

We have built advertising packages exclusively around this event, using Twitter as a second TV screen, much like what happened during the blackout in the last Super Bowl, when conversations on the social network spiked to nearly 250,000 tweets per minute.

We offer three tools to help advertisers get more followers, lead conversations and generate more interaction with users. Advertisers have shown great interest and we have high expectations for the 2014 World Cup.

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.

wazeGoogle has acquired Waze. Terms of the deal have not been disclosed.

Waze is a social traffic and navigation app that is based on a large community of tens of millions of drivers around the world sharing real-time road info and more to everyone else’s benefit. Waze has near 50 million users and in 2012 drivers shared 90 million reports as they drove 6 billion miles (9.66 billion kilometres).

IMS is actually in charge of selling Waze´s application in Latin America. 

Israeli media had reported that a deal between both parties was underway over the weekend with a price-tag of $1.3 billion mentioned at the time, and those reports were followed up by AllThingsD, Bloomberg and Reuters, who all said sources indicated that its closing was imminent.

The Waze app is to remain remain independent “for now,” says Google, and the company’s product development team will remain in Tel Aviv, Israel, rather than moving to Google HQ in California. In a post on Waze’s blog, CEO Noam Bardin says “nothing practical” will change at Waze, and the company’s employees, management, and founders “are all committed to our vision for many years to come.”

wazeTraffic and navigation app Waze will be working with digital marketing company Internet Media Services (IMS) in Latin America.

IMS will handle marketing of the app’s platform in the region. Waze’s advertising formats are based on location and include maps with pins and banners for brands.

“Waze is one of the most important and innovative mobile apps on the market, integrating the most innovative technology with community feedback from users in real time, thus making life easier for car drivers,” says Ignacio Vidaguren, COO of IMS.

IMS currently works with clients such as Twitter and Netflix. Gastón Taratuta, in an exclusive interview with Portada, talks in detail about the Twitter account in Latin America.

Translated by Candice Carmel