What: UCI, IPG Media Lab, and MAGNA have revealed the results of their study “Marketing to the Hispanic Mindset”. Why it matters: In-language and in-culture video ads are more engaging for Hispanics, at times twice as effective as non-contextual targeted ads.
“Marketing to the Hispanic Mindset”, a new study by Univision Communications Inc (UCI) in partnership with IPG Media Lab, and MAGNA (an intelligence and innovation unit within IPG Mediabrands), has proved that contextual targeting in digital video ads can double purchase intent among Hispanics.
Marketers need to understand how to strengthen their connection to Hispanics, whose spending power is projected to reach $1.7 trillion by 2019 and grow by 85% over the next 10 years. The study, conducted across mobile and desktop devices, focused on how topic, language, and culture have an effect on the relationship between consumers and brands.
“We’ve long known the benefits of tailoring brand ads to reach U.S. Hispanics via Spanish-language content and Hispanic cultural nuances,” said Roberto Ruíz, EVP of Research, Insights & Analytics at UCI. “By using breakthrough technology to conduct research on mobile devices and utilizing facial coding technology, this study goes a step further to prove that the content used while running an ad is just as important. We found that ads created to reach the Hispanic consumer work best when they run alongside in-language and in-culture content, helping marketers create deeper and more meaningful connections with this burgeoning demographic.”
One of the key findings was that language and cultural targeting are important for deepening relationships between consumers and brands, as they capture and maintain the user’s attention throughout the ad, allowing the brand to communicate its message successfully. According to the study, language-targeted ads are twice as effective among total Hispanics, while for Spanish dominant Hispanics, language targeting increased brand relevance.
Moreover, facial coding showed that Hispanics see cultural targeting as a better experience in mobile devices: 60% among the 6,000 interviewees showed more emotion when watching culturally targeted ads than non-culturally targeted ones. In-culture ads were twice as effective at making consumers wanting to recommend the brand more.
“We have intuitively known that context is important in advertising, but we were surprised to see the exact same ad performed best by addressing language and culture,” said Kara Manatt, SVP, Intelligence Solutions Strategy at MAGNA. “We were pleased to be able to explore this topic in depth, especially given the purchasing power of the Hispanic audience.”
For the study, the representative Spanish-speaking sample could select video content according to their preferences. Participants were randomly shown a control or test video ad, which ran as pre-roll. Facial coding technology was then used to record attention and emotions throughout the duration of the video played on each device: webcam for PC and camera for smartphone. The impact of the same ads was compared to each other, allowing researchers to understand the effect of context while tracking differences of effectiveness in individual ads.
Paraguayan agency Lupe has announced the appointment of Ricardo Ovelar as creative manager after Hernán Rodas’ departure. He has 15 years of experience in agencies such as Grey, BBDO Argentina, and Gallegos in the US.
Ogilvy & Mather Colombia has named Juan Pablo Álvarez creative VP. He will share this position with John Raúl Forero, who is also CCO in Latin America.
MediaCom Spain has announced the arrival of Orlanda Aragón as their new performance manager and digital director of Sony PS. She will use her expertise in digital marketing to contribute to client businesses’ growth.
IPG Mediabrands Spain has appointed Pilar “Mapi” Merchante as the new head of analytics and insights for all the group’s clients. She’ll answer directly to IPG Mediabrands Iberia CEO David Colomer.
Turner Latin America has named Andrés Mendoza executive director of acquisitions. Based in Miami, he will be in charge of content and programmatic acquisition. He will replace Ángel Zambrano, senior VP of content, who worked for the company during 18 years.
After 30 years at KCET, journalist Val Zavala has decided to retire, leaving her role as anchor and VP of News & Public Affairs.
Facebook has appointed Eurosport CEO Peter Hutton to lead the firm’s multibillion-dollar drive to secure rights for live sports streaming. He will start his partnership with the social network after the winter Olympic Games in South Korea.
Rubén Correa is now copyeditor and writer for CNN Español at CNN.
Andrés Polo is now Global Head of Innovation & Strategic Partnerships Marketing at Visa. He has over 10 years of experience leading the firm’s digital marketing efforts in Latin America.
Natura, the Brazilian cosmetics company, has named Agenor Leão Vice President of all Latin American operations. Previously, he was VP of digital technology throughout the region.
Florian Adamski, the new chief executive of OMD Worldwide, has named Brian Crotty as chief executive of Latam. As the chief position did not previously exist for the region, Crotty will be fulfilling a new role.
ROI Influencer Media has announced the arrival of former IPG Mediabrands strategist Mary Hill, the new director of the firm’s multicultural division.
ROI Influencer Media, a firm dedicated to offering influencer marketing options to brands, has show interest in expanding their multicultural reach. This points out to general marketing providers’ efforts to broaden their knowledge of multicultural consumers’ needs, a trend that has already begun and will likely continue.
In her new role, Hill will be responsible for expanding both the company’s media offerings and its influencer talent roster, tasks which will allow the multicultural division to grow.
Hill had been previously working at Mediabrands’ UM agency. During her 4 years of work, she focused on multicultural insights and media programs for Fortune 1000 brands, such as Sony Pictures Entertainment and The Coca-Cola Company.
She has experience in management of custom media programs made strategically for multicultural content, creative ideation, and planning. She has also cultivated relationships with top multicultural influencers.
Palladium Equity Partners has announced the following changes:
Luis Zaldivar has been promoted to senior managing director. Before joining the firm in 2004, he was Vice President of corporate development and strategic investments at Univision. He will be serving on the boards of directors of the Palladium portfolio companies Del Real, HealthSun, TransForce, DolEx, Raben Tire and Hy Cite.
Caleb Clark has been promoted to managing director since his arrival to the company in 2014. He serves on the boards of directors of the Palladium portfolio companies Jordan, Cannella, and GoodWest.
Chris Allen has left his position at Arlon Capital Partners in order to join Palladium as a new principal. He serves on the Board of Directors of Palladium portfolio companies Del Real and Kar’s Nuts.
Raze, the digital media company co-founded by Sofía Vergara, has named Mari Urdaneta SVP and chief content officer. She will lead all creative and production efforts, as well as manage the programming and production strategy for the Raze digital video platform and its remote teams.
Vic Pierni has been appointed Chief Financial Officer at ViralGains, where he will be in charge of the company’s financial strategy, as well as heading the legal and human resources departments.
The U.S. Small Business Administration has announced the appointment of Kathleen McShane as the Assistant Administrator for the SBA’s Office of Women’s Business Ownership. In this capacity, she will oversee the agency’s efforts to promote the growth of women-owned businesses.
Jonas Tåhlin has been named CMO Spirits at Pernod Ricard USA. After working for the company for 10 years and being appointed CEO of Absolut Elyx USA in 2014, he has acquired enough experience to head all marketing operations.
Blackbaud Inc., a leading cloud software company promoting social good, has appointed Catherine Cook LaCour as Chief Marketing Officer. Over the last three years as marketing VP, she has completely restructured the firm’s marketing function. As CMO, she will lead global marketing and the Blackbaud Institute for Philanthropic Impact™.
Altierre Corp., a leader in wireless Internet-of-Things (IoT) technology, has named Tony Alvarez Chief Executive Officer.
Transportation and logistics company Daseke Inc. has promoted CFO Scott Wheeler to president.
NBC Universal Telemundo Enterprises has announced the creation of Telemundo Global Studios, a new unit to be led by veteran media executive Marcos Santana. He will be responsible for Telemundo Studios, Telemundo International Studios, Telemundo International, as well as all of the company’s co-production partnerships.
IPG Mediabrands, a culturally-driven media agency, has named Pele Cortizo-Burgess chief strategy officer for the United States, reported AdWeek. He will lead a team of 20 strategists and answer directly to CEO Amy Armstrong.
What: IPG Mediabrands’ Initiative has been awarded The LEGO Group global media duties following a pitch process. Why it matters: Publicis Groupe’s Starcom was the U.S. incumbent since 2004.
IPG Mediabrands’ Initiative has been awarded The LEGO Group global media duties following a pitch process.
Publicis Groupe’s Starcom was the U.S. incumbent since 2004.
“We are excited about working with the Initiative team to connect with parents and kids in new, innovative ways. After an extensive global review, we believe that Initiative’s digital-first approach, international reach and strong local insights will support our long-term ambition to bring LEGO play to more children around the world,” said Julia Goldin, chief marketing officer of The LEGO Group.
“The LEGO brand and iconic products have a special place in the lives of children and parents, and we’re honored they’ve entrusted us with such a big responsibility. We’re thrilled to be part of their team,” said Mat Baxter, global CEO of Initiative.
The toy marketer spent around US$85 million in the U.S. (its biggest market) on ads last year, according to Kantar Media.
What: IPG Mediabrands network has been awarded Amazon global media planning and buying business. Why it matters: Mediabrands will create a dedicated team to service the account globally. Amazon spent more than US$950 million on measured media in the U.S. in 2016.
Amazon has consolidated its global media planning and buying business with IPG Mediabrands network following a review that began in July. The agency will be in charge of promoting Amazon’s e-commerce hub, assorted tech products and Prime subscription service globally.
The review saw Publicis Media contested IPG agencies in the final round, according to Adweek. It is unclear whether Publicis and IPG were the only agencies involved in the formal review.
Mediabrands will create a dedicated team to service the account. The leadership of the account will be sourced from Initiative, one of the client’s incumbents since 2013 along with WPP’s MEC that had the US digital buying piece of the business.
Amazon spent more than US$950 million on measured media in the U.S. in 2016, according to Kantar Media. Analysts estimate the company’s annual global budget exceeds US$1 billion.
Last July, the e-commerce giant made a strategic move to lure Hispanic consumers away from traditional retailers like Target and Walmart by starting a Spanish version of its website and offering Amazon Prime subscriptions in Mexico.
Live Nation Entertainment, the world’s leading live entertainment company, continues to grow its presence in Latin America, officially expanding into Brazil with the hiring of Alexandre Faria as the Director and Senior Vice President of Talent Buying. Faria will focus on booking and producing shows for major artists visiting the country, which is South America’s largest live entertainment market. In his new role, Faria will be based in Sao Paulo and report to Bruce Moran, Live Nation’s President of Latin America.
Maria Poplawski is the new communications manager of multinational Danone Argentine branch.
Walter Susini has stepped down as president McGarryBowen and LOV brazilian offices, to return to Coca-Cola as EMEA senior VP of marketing from September 1st. He will report directly to the group president and will be based in Atlanta.
Wilson Mateos returned to Brazil to take on as creative vice president of Leo Burnett Tailor Made, starting on September 1 & following the departure of Paulo Giovanni, the agency’s chairman, in February of this year.
Young & Rubicam Mexico has appointed Alfonso Borreguero as vice president of strategic planning.
IPG Mediabrands has confirmed the departure of Travis Johnson, global CEO of its mobile arm, Ansible. As well as global president of Ansible, Johnson was head of mobile for IPG Mediabrands, the umbrella group for Interpublic media agencies including UM and Initiative.
Spotify has awarded IPG Mediabrands’ UM its’ global media planning and buying business following a competitive review. Spotify is already working with UM, which beat out finalists including Dentsu’s Vizeum and Publicis Groupe’s Zenith Optimedia. Omnicom’s Hearts & Science did not pitch for the business. The review began in late 2016 and ended several weeks ago. Spotify spends US$40 million to US$50 million on measured media around the world each year. According to the latest numbers from Kantar Media, approximately US $16.6 million of that total was for U.S. campaigns last year. Spotify handles some media marketing duties internally.
Sanofi, a French pharmaceutical company, has awarded WPP creative duties and GroupM’s Mindshare its’ global media business, including ad planning and buying duties for more than 60 countries around the world. In the U.S., HavasMedia will run media buying on the prescription side of the business and planning for consumer health care. Incumbent independent New York agency KWG will continue to serve as media buying agency of record for consumer products. Each agency plays a critical role in supporting all integrated marketing services, including digital, consumer advertising, healthcare communications and public relations. Sanofi, based in Gentilly, France, is the world’s fifth-largest pharmaceutical company in terms of total sales. Publicis, which won Sanofi’s business in a 2003 review, did not retain any of the client’s global media work.
NEW PORTADA RESEARCH REPORT: “Content Marketing Initiatives targeting Hispanic and Multicultural Audiences”. The report is filled with intelligence for brand marketing executives targeting multicultural consumers – the majority of consumers in many major U.S. markets – as well as for media and marketing tech vendors. This report provides a description of 20 content marketing initiatives. Each program’s main elements are described (Brands involved, Target Audience, Owned Properties, Paid Media Program, Key Influencers) are summarized and the agencies and brand decision makers behind them are listed. Described companies include: Avocados from Mexico, Barilla, Best Western, Ford, General Mills, Hershey’s, Kellogg, Kimberly Clark, Kraft, Makita, Miller Coors, Nestle, Procter & Gamble, State Farm, Sprint, Unilever, Verizon, Vilore and Wonderful Pistachios. Buy the report here Upgrade to “Research Plus Membership” for only US$ 999 and access this report and 9 more!
Coors Light and New York City-based bachata artist Kewin Cosmos announced a partnership for a campaign highlighting the song “Puedo Ser,” from Kewin Cosmos’ recently released album “EPISODES.”The partnership will promote Kewin Cosmos throughout the month of August in Coors Light’s “My Climb. My Music.” program, which features artists around the country, their music, and their stories through documentary-style videos about how their climb has defined them as artists. The music and videos will be distributed through streaming services, top FM radio stations and social media.This provides a unique opportunity for Coors Light to connect with New York City’s passionate community of music fans.Music Audience Exchange (MAX) provides the underlying data and technology powering this partnership. The MAX Platform™ identified a significant correlation between Coors Light’s target audience in New York and fans of bachata music, then built a program that allows Coors Light to promote “Puedo Ser” to bachata fans on audio, video, social, and more. MAX handled all the media buying for this campaign, which is part of a larger campaign that is focusing on 10 key markets across the US, according to people familiar with the campaign. However, Publicis Media was awarded Molson Coors’ US media account last February. The US business is handled by a bespoke unit called ‘Connect’ which is powered by Zenith in the UK & Ireland and Publicis Media in the US.
American Century Investments
American Century Investments, a privately controlled and independent investment management firm, has named Figliulo & Partners its U.S. agency of record, focusing on strategy, creative and media planning and buying, Adage reports. The shop expects to launch its first work for the 60-year-old finance company in the fourth quarter of this year.
NEW FEATURES TO PORTADA’S INTERACTIVE DATABASES We have incorporated new features to the interactive database of corporate marketers and agency executives targeting U.S. 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.
What: According to AdColony’s Spring 2017 App Install Marketing Survey of the top 250 grossing app developers, a full 50 percent of all app install spending now goes to video advertising. Half of that is for full-screen video ads, while the rest goes to in-feed, social, and television video ads. Why It Matters: We spoke to industry insiders about how the rise of video in app marketing will factor into Hispanic-targeted app marketing campaigns.
App developers are definitely betting on video.
AdColony’s Spring 2017 App Install Marketing Survey spoke to the world’s top 250 grossing app developers and found that 74 percent were shifting their ad campaigns toward video. Full-screen video ads, which display during a break in content on an app, are gaining popularity over social video, with 25.2 percent of marketers allocating budget for full-screen video and 15.7 percent for social video. Channel effectiveness seems to be the primary concern, as 69 percent said that full-screen video is effective, while slightly less, or 67 percent, said social video was effective.
But a chat with industry insiders revealed that video is just one factor impacting the effectiveness of Hispanic-targeted app marketing campaigns.
Key KPIs: App Store Rankings, Loyal User Acquisition, Cost-Per-Downloads
How does the rising popularity of video app marketing factor into efforts to reach Hispanic or Latin American audiences? Sergio Barrientos, Chief Strategy Officer at digital marketing agency M8, commented that when it comes to empowering a campaign, “particularly when it’s not 100% performance-driven, the key is mobile video, including YouTube, Facebook, Instagram and programmatic mobile platforms like S4M.”
Fernando Monedero, Managing Director of IPG Mediagroups, emphasized that video is just one important tool: “Companies with the most successful apps are investing more in getting them into hands of their customers through specific mobile marketing strategies and specialized teams or providers.” Monedero added that the best strategy is to focus on “KPIs that are specific to the apps market, such as app store rankings, organic and loyal user acquisition or cost-per-downloads.”
As an example, Jonatan Zinger, VP, Media Insights at M8, pointed to their “Plan Conectados” initiative for Sprint, which allows Movistar clients in Mexico and El Salvador to access a Sprint plan that connects them with family in the U.S. The U.S. customer “uses the World Top-up App to reload the Movistar customer’s plan,” and users can even use the app to send “top-ups” to family and friends in 23 Latin American countries. Zinger noted that for this campaign, his team at M8 put together a heavily direct response-oriented campaign focused on installs and activations.
Monedero of IPG Mediabrands added that successful organizations “are also promoting their apps through mobile advertising networks and real-time bidding exchanges and showing how their apps simplify users lives and make a unique user experience.” The immersive, sensory experience that video makes possible has given app marketers plenty of tools to work with when it comes to standing out from the competition.
Successful organizations are promoting their apps through mobile ad networks and RTB exchanges and showing how their apps simplify users lives.
Strike the Right Balance Between Branding and Performance
When it comes to branding versus performance, industry insiders agree that both are important aspects of successful app marketing campaigns. Monedero defended the importance of branding, saying: “People buy from people they trust, and in order to earn trust, branding is as important as performance.” He elaborated, explaining that the more downloads an app gets through media campaigns, the higher its ranking in the app stores, which increases its visibility among potential organic users.
“Once there is an impactful number of organic users, ad spending can be scaled back to the minimum necessary to maintain these numbers,” Monedero said. At the end of the day, success is about “the right execution and find the balance between ad spend, app store ranking and organic downloads.”
People buy from people they trust, and in order to earn trust, branding is as important as performance.
Sergio Barrientos, Chief Strategy Officer at M8, added that branding versus performance is always a “balance” that depends “not only on the goals of the client and the campaign but also on the maturity of the app itself.” He gave the example of one of their travel clients, who was completely re-launching their app with significant changes to its functionality. After research and strategy sessions, the team decided that a significant portion of the client’s budget needed to be allocated towards branding efforts. “We need to maintain very precise targeting,” Barrientos said. “But at the same time, we want to showcase the new functionality to our audience in a way that app marketplaces simply do not allow.”
To push back against restrictions in the app marketplace, the team at M8 built an owned a middle layer to control more persuasive messaging. Fernando Monedero and IPG Mediabrands, on the other hand, are taking a different route: creating their own app marketing unit to “help clients navigate the complexity that comes with ever-changing consumer technologies and behavior” called Ansible.
One thing is clear: as video and other new technologies open up opportunities for more interactive, engaging, and accurate targeting, app marketers will be paying attention.
UM, the IPG Mediabrands’ unit, has been tapped as media agency for luxury fashion accessory marketer Coach Inc, according to Mediapost.
The agency’s appointment follows a review that began last year.
According to the companies, the assignment includes the conceptualization of a “customized media buying and integrated planning services” approach for Coach across nine markets in the Americas and Asia.
What: IPG Mediabrands‘ MAGNA has closed an industry-first strategic partnership with Roku, Inc. to deliver targeted advertising to OTT audiences. Why it matters:Partnering with Roku builds on these efforts, enabling MAGNA clients to reach viewers who have shifted their TV consumption to OTT.
MAGNA, the intelligence, investment and innovation unit of IPG Mediabrands, announced an industry-first strategic partnership with Roku, Inc.to deliver targeted advertising to OTT audiences. Through this partnership, IPG Mediabrands clients will gain accelerated access to the advanced advertising capabilities of the Roku® platform, including precision targeting, programmatic workflows, interactivity, and audience measurement.
MAGNA’s partnership with Roku further cements the agency’s video diversification efforts. During the 2016 Upfronts, MAGNA secured the largest ever Google Preferred deal and shifted a portion of clients’ TV advertising spend to YouTube.
Partnering with Roku builds on these efforts, enabling MAGNA clients to reach viewers who have shifted their TV consumption to OTT. MAGNA clients already active with Roku include BMW, Coca-Cola, The Hershey Company, MillerCoors, JetBlue, Dunkin Donuts, Charles Schwab, IHOP, Sony Pictures Entertainment and Office Depot.
Digital advertising spend will surpass TV this year
“Last year, we made a concerted effort to provide marketers with viable sight, sound and motion opportunities beyond linear television,” said David Cohen, President, North America at MAGNA. “Now, we’re continuing to diversify the mix, transcending audience demographics while leveraging data in a new and exciting way through our partnership with Roku. They offer the most sophisticated OTT advertising path to reaching customers.”
“By integrating advanced ad technologies directly into our TV operating system, Roku is able to offer advertisers the most advanced ad capabilities in OTT,” said Scott Rosenberg, Vice President of Advertising at Roku. “This partnership accelerates our work with IPG Mediabrands, and opens the door to close collaboration on new ad products in 2017.”
OTT viewing, and digital video more generally, are growing rapidly. Ad-supported viewing is now the fastest-growing segment on the Roku platform, accounting for half of the top 250 most-watched channels. MAGNA’s latest Global Advertising Forecast, released in December 2016, which projected that digital advertising spend will surpass TV this year.MAGNA is actively expanding its television advertising strategy across emerging platforms like OTT, enabling the agency to provide client solutions at the pace of the consumer.
IPG Mediabrands and Innovid have launched a partnership and set of products that could make waves in the video advertising world. Innovid, a video marketing platform for advertisers to create, deliver, and measure video experiences on different devices, entered the expanded partnership with the global media holding arm of Interpublic Group that is home to several leading full-service agencies including UM, Initiative, MAGNA, Ansible, IPG Media Lab and Cadreon. The announcement was made at digital marketing conference dmexco 2016.
Dynamic Messaging Key to All Brands’ Marketing
With the viewer experience in mind, Innovid has developed interactive TV-to-mobile (TV2M) technology that allows the viewer to input a mobile phone number with a remote control to receive extra content from the connected TV ad, such as a digital coupon or website address, via text or SMS.
“Dynamic messaging is expected and a must in all aspects of a brand’s marketing,” said Tal Chalozin, cofounder and CTO at Innovid.
Chalozin also highlighted that while interactive TV is nothing new, these types of products break down obstacles to increasing sosonalization and engagement at scale, emphasizing that “this is also the first time ever that any brand can cater stories to specific individuals with video.”
A New Approach to Video Advertising
The collaboration enables IPG Mediabrands’ clients to reach and engage audiences across multiple living room devices, and introduces technological innovations such as optimized UIs and TV-to-mobile integrations that fuel engagement, as well as unified analytics to deliver insight and analytics useful for developing and improving connected TV video ad campaigns.
“As audiences become more segmented across so many different devices, brands are thinking about ways to amplify messaging for greater reach and optimal engagement,” said Chad Stoller, EVP of global innovation at IPG Mediabrands. “Our collaboration with Innovid allows us to offer our clients unprecedented, cross-platform reach and a whole new way of thinking about video that values the viewer—rather than the consumer—as the most significant part of the equation, and we believe this shift will drive meaningful engagement.” IPG Mediabrands and Innovid also share clients, which makes the partnership a natural fit.
Maximizing Relevancy and Increasing Engagement for Hispanic Targeting Efforts
In terms of targeting the Hispanic community, Chalozin explained that the partnership helps marketers better target and engage this demographic through its ability to identify whether or not a user has visited a Spanish-language website like Univision or ESPN Deportes, information that can be used to “personalize the messaging and change the language of a video ad to Spanish, thereby making the content more relevant to the end viewer.”
Our collaboration with Innovid allows us to offer our clients unprecedented, cross-platform reach and a whole new way of thinking about video that values the viewer—rather than the consumer—as the most significant part of the equation.
Chalozin added that this new technology will be available to all of Innovid’s other clients and partners: “As we continue to innovate around connected TV with IPG Mediabrands, we will roll out even more products and capabilities for living room devices in the future.”
Chalozin also confirmed that Innovid is working with retail brands like Lowe’s and Best Buy to “tap into third-party content providers and leverage geo-location data to dynamically serve personalized messages based on the offers available in the viewer’s geographic location.” The products also allow them to look at intent data and insert products into a video ad that the viewer may have left in a shopping cart.
“As television shifts to digital, viewers consuming video content on other devices should get the same seamless experience that they’ve come to know and love from television. At the same time, marketers need better solutions to reach viewers across screens and extract measurements while fostering true viewer engagement,” said Chalozin. “We’re excited to embark on this journey with IPG Mediabrands to focus more than ever before on the end viewer and continue to help every brand ‘build once and deliver everywhere.’”
IPG Mediabrands, a division of Interpublic Group, continues to expand its services with the opening of its new office in Monterrey, Mexico. IPG Mediabrands Mexico has a successful track record in the country, serving multinational and local clients from its Mexico City office from early 2000. The new opening, will covers two of the three largest cities in the country. The office, located in the Losoles Building in San Pedro Garza Garcia, will host a locally based team as well as a space of co -working.
Avaya Argentina has named Natalia Sanchon as new Senior Marketing Manager for Latin America and the Caribbean region, which is divided into five sub-regions: Andean, Brazil, Central America and the Caribbean, Southern Cone and Mexico. Prior to this new position, Sanchon was the company’s global director of Creative Services, Americas Marketing Experience & Marketing Programs Leader for the Americas International regional channel, among others. Prior toAvaya, she was Data Mining at IBM.
Time Inc. has announced an executive reorganisation to unify processes and unlock advertising opportunities. The unit will be focused into three divisions: category sales, brand sales and digital.
Advertising sales will be centralised under Mark Ford, who will be appointed as chief revenue officer global advertising.
Mindshare Argentina, WPP Group media agency, has appointed Fernanda Gutierrez to join the FAST team of specialists as Digital Communications Strategy Director. The unit has been designed to operate globally. Gutiérrez will be in charge of strategic communication solutions for local and regional clients. In addition, she will participate in the development of media plans and will be involved in new businesses and projects. The executive has been part of Mindshare for three years.
Mariana Gutierrez Briseño will head the new media agency of Montalvo, an advertising agency. The units are handling 5 clients already.
Carat Argentina media agency, led by Guido Righetti and part of Dentsu Aegis Network, has recently announced the appointments of Mariano Barcelona and Javier Caceres as account managers.
Barcelona will handle Adidas, Turner and Banco Itaú accounts, among other clients.
Gabriela Fenton is Saatchi & Saatchi Mexico new CEO. Analú Solana, who held that role, is taking a new direction in her professional career.Luis Elizalde will continue in his role as CCO.
Gabriela Gonzalez assumes full responsibility as VP Customer Service; Paula Tapia joins the team as VP of Strategic Planning and Adrián Ponce, will take the position of CFO.
Emanuel Aldrey and Franco Luca have joined Starcom MediaVest Group Argentina.
Aldrey is the new digital regional director at Starcom for Mondelēz International Latin American hub. In this position, he will report directly to Guillermo Bonmati, VP and managing director of Starcom MediaVest Argentina and Chief Integration Officer of Publicis in that country. Aldrey will lead the account digital media team, running campaigns for brands Oreo, Beldent, Social Club, Halls, Tang and others, for all Latin America.
Luca joins as director of LiquidThread Argentina, Starcom’s digital agency. Luca will lead this business unit and will be in charge of the implementation and amplification of advertising campaigns in new media. Luca began his career at Wunderman ten years ago.
IAB Chile has selected new directors for the 2016-2017 period at the first board meeting of the year.
Gonzalo Parra, head of middle office at Havas; as president of IAB Chile;
Mauricio Otegui, commercial manager at Cooperativa.cl; was elected first vice president;
Phillipe Lapierre, general manager of Blue Digital, as second vice president
and Pamela Zúñiga, assistant manager of business development at Chilevisión; as secretary of the association.
IPG Mediabrands, a division of Interpublic Group, has promoted Chad Stoller to the newly created role of evp, global innovation director. Stoller has been with the IPG media network for five years, serving as managing partner of its Media Lab. Prior to joining IPG Media Lab in 2011, Stoller spent two years as executive vp of digital strategy at BBDO New York and nearly three years as executive director of emerging platforms at Omnicom’s Organic. He will report to John Sintras, president of business development and product innovation for IPG Mediabrands.
Publicis One has announced its local leadership in San Juan, Puerto Rico:
At a local management level, Erasto Freytes has been named Chief Executive Officer of Publicis One. Freytes has had a successful career in the industry with over 40 years of experience and is one of the most accomplished and celebrated strategic and creative leaders in Puerto Rico. For the last 31 years, he has been part of the team that has made Badillo Saatchi & Saatchi one of the leading agencies in the market.
In addition, Julio Toro joins the Publicis One board as Media Chairman. Toro has over 40 years experience and was a pioneer in media when he founded the Medianet agency, which later became ZenithOptimedia. In his new role, Toro will focus on leveraging the combined scale of all Publicis One’s media assets with the aim of driving value for our clients.
Tero Leon joins the Publicis One board as Chief Financial Officer of Publicis One. Leon has over 18 years of experience in managing finance, 13 of them as Finance Director of Badillo Saatchi & Saatchi.
Isabelita Ortiz will continue in her position as Managing Director of Starcom.
Finally, Cristina Echevarria assumes the role of Chief Talent Officer of Publicis One. Echevarria has over 18 years of experience and is a key leader in the human resources area and within Saatchi & Saatchi Badillo. Echevarria will ensure Publicis One attracts and develop the best talent in the industry.
All of the above newly-appointed leaders of Publicis One are already in their new roles and are fully operational in their respective markets.
Verizon-owned AOL is officially launching in Brazil with two new executives to head operations in the Americas, following the opening of its first LatAm office in Sao Paulo in October 2015.
AOL Canada general manager and head of partner media for Microsoft Joe Strolz will take on the role of head of Americas, overseeing the strategy for the region outside of the US to build the brand in LatAm.
Head of business operations Brad Cressman has also been promoted to AOL Canada managing director, defining local strategy based on global objectives.
They will both report to AOL’s head of international Graham Moysey.
People change positions, get promoted or move to other companies. Portada is here to tell you about it.
::: IPG MEDIABRANDS – Fernando Monedero, Camilo Concha ::: Gabriel Dantur – impreMedia ::: João Livi – Talent Marcel ::: Diego Medvedocky – Grey ::: Fernando Garcia – Havas Digital Media Group Perú :::
Fernando Monedero joins IPG Mediabrands, the global network of media agencies, as Manager at Mediabrands Miami. The position had been vacant since earlier this year, when Helber Diaz, the former Manager of Mediabrands Miami left the company to become Regional Media Sr. Manager Latin America at Alcatel Onetouch.Read more.
In addition, Camilo Concha, current Initiative Colombia’s manager, takes over as CEO of Mediabrands in that country. Concha was responsible for the management and leadership of marketing team in Europe, Latin America and the Caribbean. The new CEO of Mediabrands Colombia will continue developing his job as manager of Initiative in parallel.
João Livi has replaced José Eustachio as CEO of the Brazilian agency Talent Marcel, former Talent. José Eustachio will take over as president and will continue to have an important role in the daily activities of the agency, which may not be change significantly. Livi will provide the brazilian shop with new capabilities and creative tools, particularly in the digital field.
Diego Medvedocky will be the new regional vice president creative director of Grey. Medvedocky is vice president and DCE at Grey Argentina too. He will guide creativity of the 13 network operations in the region. Previously, he worked at Del Campo Saatchi & Saatchi and Publicis Graffiti.
Fernando Garcia is the new director of Havas Digital Media Group Perú. He comes from Llorente & Cuenca, where he served as director of online communication. Garcia will be responsible for promoting digital initiatives like search, programmatic buying, social media and mobile.
Fernando Monedero joins IPG Mediabrands, the global network of media agencies, as Manager Mediabrands Miami. The position had been vacant since earlier this year, when Helber Diaz, the former Manager of Mediabrands Miami left the company to become Regional Media Sr. Manager Latin America at Alcatel Onetouch.
According to the release by Mediabrands, Monedero has developed a solid career in Spain and Latin America, focusing on the development and sale of digital services.
Monedero (check out a recent Portada interview with him) recently served as Managing Director of Havas Miami digital area and as Regional Director of MEC, developing the businesses of major clients such as Colgate, Chanel, Hoteles Meliá and MARS, among others.
“Fernando has joined IPG Mediabrands to strengthen the services we offer to regional clients from Miami, as well as to develop business and growth strategies,” said Andrea Suarez, CEO of Latin America. Mediabrands clients include major global companies such as Mastercard.
Omnicom Media Group Mexico has announced significant changes and appointments, as well as a new OMG operations area. In addition, it was established that Trading & Operations is an area that will serve the two agencies of the group: OMD and PHD. The new executive announcements are listed below.
Sandra Ramirez, former OMD Mexico Managing Director, has been promoted to Head of Trading & Operations at Omnicom Media Group Mexico. Sandra will be responsible for negotiating with media seeking a better deal for brands and to improve relationships with them.
Patricia Martinez is OMD Mexico new CEO. Patricia, a communications expert with over 25 years’ experience in advertising and media industry, will replace Sandra Ramirez. She has led Mediacom’s strategic areas, as VP of Strategic Planning and Insights / Insights/Regional Managing Partner LATAM (where he also served as Group Director for P&G); as Director of Strategic Communications and Universal McCann, where he lead the Media Intelligence area.
Diana Arboleya-Comas joins OMD Mexico as Director of Strategic Planning for OMD, reporting to Shawn McDonough, Strategy Director of the Group. She was part of the media research area at IBOPE AGB and later, she was TGI Director at Kantar Media researcher. More recently, Diana collaborated with TVAzteca / Grupo Salinas in market research.
Mindshare Argentina has announced the appointment of Ariel Pelliza as its new Director of Business Planning Insights & Analytics.The executive will lead the area’s team that delivers support in the development of strategies for brands and research ad-hoc projects.32-year old Pelliza has a degree in Advertising from Universidad de Palermo. He joined Mindshare Argentina in 2005 and a year later,he joined the area of Business Planning, a team which he has been coordinating since 2010.
Teads has announced the appointment of former VC Multichannel executive, Javier Silva, as the Business Director for their new office in Colombia. Silva joins Teads with more than 10 years of experience in advertising, and will play a crucial role in leading and developing Teads’ growing business in Colombia with the objective of becoming the leading video advertising platform in Latin America. This addition to Colombia comes within months of new appointments to both the Brasil and Argentina offices reflecting the rising demand for viewable video advertising.
John Sintras has been appointed president, global business development and product innovation at IPG Mediabrands.
Mat Baxter was appointed global chief strategy and creative officer of IPG Mediabrands New York team.In his new role he will take control for the network’s overall strategic product.
They will both will report to worldwide chief executive Henry Tajer. Javier Suso has been appointed CEO of Grey Spain. He will replace John Lynn who is assuming a new role as regional leader for Y&R and Wunderman across Latin America.Grey Spain servs clients such as Procter & Gamble, GlaxoSmithKline, Vodafone, Allianz, Volvo, Domino’s and Big Cola with capabilities across the whole communications spectrum.Javier comes to Grey from VCCP Spain.
People change positions, get promoted or move to other companies. Portada is here to tell you about it.
::: Juan Pablo Suarez – Magnetic ::: Dan Perry – VICE ::: Travis Johnson –IPG Mediabrands ::: Leo Burnett Tailor Made – Clovis Marchetti , Antonio Nogueira ::: BBDO Chile – Marcelo Con, Jorge Muñoz ::: Rodrigo Lugato – Ogilvy Brazil ::: Adrian Hermosillo – Pro Mach :::
Click here for previous Latam Changing Places editions Juan Pablo Suarez has been appointed Director of Sales LatAm at Magnetic, a search retargeting company that specializes in reaching consumers with relevant display ads based on their search history. Suarez is based in Miami. Previously Suarez worked as Sales Director at MediaDesk a DSP owned by media ad placement firm U.S. Media Consulting.
VICE is setting up a Miami operation that will also act as coordinator for VICE’s U.S. Hispanic youth offerings as well as VICE’s existing Latin and South American operations, which currently span from Mexico to Brazil.The new bureau will be responsible for expanding VICE’s roster of channels in the region, and producing hundreds of hours of programming per year, covering the underreported stories and breaking news that matters most to young people. A spokes person at VICE tells Portada that Dan Perry will be in charge of Sales/Business Development in the Miami office.
Travis Johnson, CEO of mobile agency, Mnet, has been named Global Head of Mobile for IPG Mediabrands, and will be relocating to New York in July to take up the new position.Johnson has been with the Mediabrands family for ten years – holding various digital roles as well as a stint as Commercial Director for Mediabrands Australia and prior that, Managing Director of UM.In his most recent role at the helm of Mnet, he leads a team of 60 professionals across Australia, providing client services ranging from business plan articulation to mobile strategy, development, commerce, deployment, measurement, media and analytics – driving the overall direction and capabilities of the agency to be world class. In his new position, Johnson’s core responsibilities will be to leverage the group’s proprietary technologies and patents – including HARK™ second-screen audio watermarking technology, mobile campaign management platform, content management systems and social integration technologies – in order to grow mobile capabilities in key Mediabrands markets globally. He will be charged with creating a global network of mobile offices to collaborate and create – exporting what has been hugely successful in Australia to the rest of the world.
Leo Burnett Tailor Made The brazilian subsidiary has added a new pair of creative directors: Clovis Marchetti and Antonio Nogueira, a team led by Marcelo Reis, partner and co-chair of the agency.
Clovis Marchetti was part of J. Walter Thompson. Previously, he was nine years at Lew’Lara / TBWA, and also worked for Salles (now Publicis), Newcomm (now Y & R), DM9DDB, Almap / BBDO.
The carioca editor Antonio Nogueira “Mega” comes from FBIZ. He previously worked in Talent, DM9, Publicis, FNazca and Giovanni (today FCB).
BBDO Chile has new creative directors.Marcelo Con and Jorge Muñoz have joined the Chilean subsidiary from Contrapunto BBDO -Madrid- and Prolam Y&R, respectively.They will both lead the creative team and report directly to Agathe Porte, CEO of BBDO & Proximity Group in the country.Muñoz and Con will work for clients such as Visa, Merrell, Azleia and Gatorade.
Rodrigo Lugato has joined Ogilvy Brazil as creative director to handle the Claro account. Lugato held the same position at F/Nazca Saatchi & Saatchi for the past five years. Some of the clients for whom he worked are Claro, Honda, P&G, Carrefour, Pernambucanas, Novartis and Kia Motors.
Adrian Hermosillo will be responsible for all aspects of the Pro Mach Mexico Shared Services business, including facility management, importation of aftermarket parts, management of training services, equipment demonstrations, trade shows, and Internet-based marketing.Hermosillo, a Monterrey native, has been in sales, marketing, and technical support for Axon for more than four years in the USA. He holds a B.S. degree in engineering from Monterrey Tech (ITESM) and an MBA from UNC-Chapel Hill, Kenan Flagler Business School.
María Alejandra Encinosa is leaving IPG Mediabrands to join MEC Miami as Account Director for Chanel.
With a vast experience in the industry, Encinosa most recent role at IPG Mediabrands was Global Account Director. Prior to that, she was Regional Media Manager for almost three years. She has also worked for Periodicos Asociados Latinoamericanos as Marketing/Accounting Manager and as Digital Marketing Specialist at Avis Budget Group/RAC Professionals Inc.
“After 2 and a half years managing media for consumer products, I’m now ready to grab a new challenge as the account director for Chanel here at MEC,” Encinosa told Portada.