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- 6 things to know

CHANGING PLACES: Brittany Richter, Ivan Adaime, Romina Rosado, Piyush Pandey…

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

(Looking for your next Career move? Check out Portada’s Career Board!)

 

iProspect has promoted Brittany Richter to SVP, Head of Products and Services. Reporting to Michael Gullaksen, Chief Operating Officer at iProspect US, Richter is responsible for overseeing the delivery of all products and services at the agency, including search, social, SEO and display.

 

 

 

 

Iván Adaime has been appointed CEO of ImpreMedia. He previously occupied the position of Executive Vice President, Digital. Adaime succeeds Gabriel Dantur, who led the company since January 1, 2016.

 

 

 

 

 

Romina Rosado has been promoted to SVP, Digital Media at Telemundo, barely three months after joining the company as SVP of Noticias and Digital News. She’ll now lead digital, social, and mobile experiences for Hispanic audiences in the U.S. and abroad. Meanwhile, Borja Perez, who previously filled this role, assumes the newly-created position of SVP, Revenue Strategy, and Innovation.

 

 

 

Ogilvy has appointed Piyush Pandey to the role of Global Chief Creative officer, replacing Tham Khai Meng who was dismissed earlier this year following an internal investigation. Pandey is chairman of the group’s India office and will retain his current responsibilities but will also be tasked with upping the quality of creativity across the  Ogilvy network. He will remain based in Mumbai.

 

 

 

 

Lynn Lewis has been appointed UM‘s new U.S. CEO, confirms the division of IPG Mediabrands. Lewis, who has worked at the shop for 15 years and held multiple positions, most recently served as UM’s East Coast regional president and global CMO.

 

 

 

 

Nigel Vaz, chief executive EMEA and APAC for Publicis.Sapient, is to succeed Sarah Golding as the president of the Institute of Practitioners in Advertising (IPA). Vaz will pick up the mantle from Golding, who is chief executive and partner at The &Partnership, when her two-year term comes to an end in March.

 

 

 

 

After almost four decades with Unilever, Chief Marketing Officer Keith Weed is to retire from the business. Weed will leave the role in May next year. Unilever has not yet announced a new CMO.

 

 

 

 

 

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- 6 things to know

CHANGING PLACES: Diane Kniowski, Jason Peterson, Charlotte Polci…

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

(Looking for your next Career move? Check out Portada’s Career Board!)

Diane Kniowski has been named President and Regional General Manager of Local Media at Univision. She’ll be reporting directly to Univision CEO Vincent Sadusky. Kniowski’s initial focus will be on leading Univision’s local television and radio stations in six top markets: Los Angeles, New York, Miami, Dallas, Houston, and Chicago.

 

 

 

 

Jason Peterson, the Chief Creative Officer (CCO) of Havas North America, has abruptly left the company. It was announced today that the creative will no longer work for the agency. In a statement, Havas confirmed employer and employee had reached a “mutual agreement”.

 

 

 

 

 

iProspect announced the promotion of Charlotte Polci to the newly-created role of VP of Integrated Solutions. Effective immediately, Polci will report directly to Jeremy Hull, SVP of Innovation at iProspect, US.

 

 

 

 

Mobile Posse announced Steven McCord has been appointed its Chief Technology Officer. McCord will oversee the company’s engineering, development, project management and quality assurance teams.

 

 

 

 

 

Pinterest has named its first chief marketing officer as Andréa Mallard, the former marketing chief of Athleta. Mallard will oversee Pinterest’s marketing and creative teams.

 

 

 

 

 

Entravision Communications Corporation has announced that Mario M. Carrera has decided to step down as Chief Revenue Officer.  Entravision has commenced a search for a successor and Mr. Carrera will remain in his position until a replacement is named.

 

 

 

 

 

Stacey Zolt Hara has joined Visa in the newly created position of VP and head of global reputation management and public affairs. Reporting to Paul Cohen, SVP and head of communications, Zolt Hara is based in San Francisco.

 

 

 

 

 

As part of a business restructure, Verizon’s CEO Guru Gowrappan announced that Oath is no more. The company will bring its platforms and services under a new division called Verizon Media Group.

 

 

 

 

 

Jon Moeller, Chief Financial Officer at P&G, will expand his responsibilities to include the operations side of the company and will be appointed Vice Chairman, Chief Operating Officer, and Chief Financial Officer.

 

 

 

 

 

 

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- 6 things to know

Dentsu Aegis Network Acquires Marketing Agency M8, Expands Multicultural Offering

What: Dentsu Aegis has announced the acquisition of Miami-based marketing and advertising agency M8.
Why it matters: With this acquisition, Dentsu Aegis expands iProspect’s offering in the multicultural marketing space.

Dentsu Aegis Network has announced its latest acquisition: though financial terms were not disclosed, the firm will acquire a 100% stake in M8, a digital marketing and business performance agency mainly focused on Hispanic markets founded in 2001. M8 will be aligned with Dentsu Aegis Network’s iProspect, one of the group’s global brands with strengths in the digital domain. After the acquisition, the combined entities will be rebranded “M8, an iProspect Company.” In this way, iProspect will expand its offering in the multicultural marketing space, and M8 will become a launching pad for U.S.-based clients entering Latin America while serving U.S. multicultural and Hispanic audiences.

“For Dentsu Aegis Network, adding M8 to the iProspect family vastly expands our performance marketing capabilities and expert talent to reach multicultural audiences in the US, as well as Latin America,” said Dentsu Aegis Network Latin America CEO Claudia Colaferro.

 

“Joining Dentsu Aegis Network and iProspect ultimately adds tremendous value to our clients and team, allowing us to stay nimble and creative, maintaining our entrepreneurial spirit while adding scale, expertise, and a global footprint,” stated M8 founder and CEO John Santiago, who will remain as the agency’s chief executive post-acquisition.

“I am delighted to welcome M8 to iProspect. For some time, we have wanted to have a presence in Miami, serving Latin America and the U.S. Hispanic market. I believe we have found the perfect team, who share our vision and passion for great creative marketing and digital performance solution,” added iProspect, Latin America president Philippe Seignol.

 

About a year and a half ago, Dentsu Aegis Network acquired Findr Group, owner of Gravity Media.  At the time, a Dentsu Aegis executive told Portada that in order “to be competitive in the US market, it’s critical to have a dedicated multicultural media and creative service offering that can be adaptive and evolve with the changing US demographics and consumer habits led by digital.” With the acquisition of M8, the firm is complementing its existing offerings in the areas of multicultural strategy, creative, social and digital media.

 

[Featured Image: L-R: Carlos Cesta, Masako Nagle, Lizette Du Pond, Nick Brien, Claudia Colaferro, John Santiago, Sergio Barrientos, Dave Wein, Philippe Seignol]
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- Hot Topics

What Is Pushing the Growth of Social Video Content in LATAM?

What: According to a recent study by comScore and social content analytics firm Shareablee, video content on social media grew by 67 percent in Latin America between 2015 and 2016.
Why It Matters: Is the reflection of a global trend, or is LATAM experiencing a unique evolution? Industry experts from digital agencies Socialyse and iProspect give us their takes.

A recent comScore and Shareablee study revealed that Latin America saw an average of 12 million interactions between users and content on Facebook, Instagram and Twitter in 2016, resulting in a 67 percent growth in branded video on social media and a 39 percent growth in interactions between brands and users compared to the previous year.

The study also revealed that in LATAM, Facebook statuses with video saw almost twice as many comments as those that do not. Brands in Argentina increased their video content by 150 percent, Peru by 116 percent, and Colombia by 88 percent.

To what factors can we attribute this growth? Cristian Figoli, a digital account director at digital marketing agency iProspect, believes that global audiences have wanted video for some time, and that this, coupled with the fact that brands are struggling with old advertising models, resulted in a worldwide shift toward video. “Content grew because more content was pushed, not because people did not want it before,” Figoli said. “Brands face a deep challenge now that the old model of banner advertising is in a crisis (due to fraud, viewability, you name it), but they also know online is where people are most of the time.”

Content grew because more content was pushed, not because people did not want it before. But the consumer in LATAM has definitely become more demanding, and they react positively to these type of innovative pushes.

Figoli also explained that while the trend may not be unique to the region, “the consumer in LATAM has definitely become more demanding” and that “they react positively to these type of innovative pushes.”

Humberto Cruz, the head of Miami-based social media marketing agency Socialyse, asserted that much of this shift was pushed by “constant improvement on Social Media channels.” Since launching video in Latin America in 2015, Facebook has made great improvements to the platform, Cruz said, and advertisers today “have more ways to generate value from every single video view, buying on a ten-second or complete view, for example.”

Cruz also mentioned that YouTube and Twitter began to offer 100 percent Viewability (full-screen view) on mobile devices in the region, and that “adding a layer of extended In-App Audiences has improved their product offering.” In the case of Snapchat, he said that bringing vertical video back to business was key, moving the platform “out of a territory already explored by actual players with global partnerships for Data Intelligence and Content Creation.”

“Video is a dynamic, friendly format that is very effective in the communication between brands and audiences, especially in the Millennial target,” said Alejandro Fosk, Senior VP of comScore Latin America. “This explains the predominance of social networks as well as the other ad support that companies choose.”

Cruz also pointed out that “video is a practical format to rely on, especially when most advertisers invest already in TV Content Production, where post production adaptations for Social Channels can be an easy content solution.” But as the demand for Social video content grows, Cruz said, brands are already creating exclusively Social content using innovative 360 and Virtual Reality formats.

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