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It’s almost here! This week,  Portada Miami in the Hotel EAST on April 18 and 19 will provide a unique setting where Innovators and Brand Leaders will take the stage to discuss what is next for Latin Markets in the U.S. and Latin America. Topics major brand marketers and innovators will discuss include Voice-Based Technology, Gamers and Gambling, Attribution Models for Digital Media Agencies, App Marketing and much more. Register now here!

Innovators and Brand Leaders attending Portada Miami are members of Portada’s powerful Council System of Brand Marketers and Agency Execs. Other innovators and major players participating in Portada Miami include:

Chris Dougan, Head of North America Communications, Genius Sports
Ben Spoont, Founder & CEO, Team Misfits (Leads Miami Heat’s eSports strategy)
Jill Leccia, Senior Marketing Director, Gatorade Latin America
Ricardo Arias-Nath, CMO, PepsiCo Latin America
Many more to be announced soon!

To ready the discussion for Portada Miami, Portada’s Head of Content Janet Grynberg wrote the article below on 5 Drivers of Latin American Marketing in 2018.

1. GDP is Growing at a Strong Pace

Cristian Figoli, Amnet Argentina, Dentsu Aegis

Marketers and economists agree that there are unequivocal signs of recovery in several Latin American economies. For Cristian Figoli, head of Amnet Argentina, “the signs are definitely there, especially tied to higher investments and bets from global companies in the region”. Companies have their eye on Latin American countries because, as Focus Economics explains, the economy in these regions is accelerating at a great pace: the strongest recoveries are expected in Argentina thanks to various reform efforts and a healthy global backdrop, and Brazil is expected to benefit from lower interest rates and a recovering labor market.

 

The LatinFocus Consensus analysts see regional GDP growing 2.4% in 2018. In 2019, growth is seen rising modestly to 2.7%. According to Cynthia Evans, director of insights at Group M Latin America, the signs are hard to miss: “GDP is stable, advertisers are planning with a slight uptick in budgets, and currencies are more stable.”

2. Digital Growth Will Continue to Influence Marketing

Iván Marchant, VP at ComScore Mexico, Colombia, and Peru

A big sign of recovery, according to Iván Marchant, VP at ComScore Mexico, Peru and Colombia, is the growth of the digital industry: “We can see growth not only in the audiences on the internet but in the usage of different devices,” explains Marchant. “Every day people are using more and more mobile devices. In terms of advertising, investments in digital are also rising. In almost all countries in the region, the growth in digital advertising is around 10 times the growth of their national GDP.”

 

When things change, the opportunity to improve communication is larger.

 

Digital transformation is moving really fast, which should mean something for marketing and media services. For Marchant, “When things change, the opportunity to improve communication is larger.” According to Amnet’s Cristian Figoli, “stronger economies are developing technology to improve marketing services, which is beneficial for the full marketing ecosystem.”

 

3. How to Prepare for Political Risks

The main threat to economic balance in Latin America in 2018 will be the unstable political environment. The presidential elections in Costa Rica, Cuba, Paraguay, Brasil, Mexico, Chile, Peru, and Colombia mean that about 80% of the population in Latin America will be choosing new rulers this year, which makes investors wearier.

Cynthia Evans, Director of Insights at Group M

Other reforms, such as renegotiations of Free Trade Agreements, as well as energetic reforms, rend it necessary for marketers to prepare for possible unforeseen risks. Group M’s Cynthia Evans strongly recommends to “Hold some budget for opportunities and plan around presidential election or World Cup events, when the consumer’s attention is diverted.” And as ComScore Iván Marchant points out, “A lot of the advertising investments will be moving towards the government category; this year the demand for marketing services will benefit from this environment.”

4. Which Marketing Services Will Prevail?

In 2017, we saw digital spaces gain more importance than ever, and so we should expect digital to continue growing in 2018. As Iván Marchant explains, “[Mobile] devices will be leading the efforts from all marketers and media devices. Automation services like programmatic media selling/buying will be also consolidating its pace in the market.”

As digital needs evolve, we’ll see that certain marketing services are in demand. In particular, we should keep an eye on “measurement, ROI, and performance, including viewability, transparency, and proof of performance,” says Cynthia Evans. “Trading and negotiation is a strong thread especially as digital business models evolve.”

5. 3 Lessons From 2017 to Apply in 2018

For Cristian Figoli, the most valuable lesson is that we are in a moment of transformation and innovation. “People live digital lives and expect more from brands,” he asserts. “They expect to engage and transact with just a click, and companies need to adjust to this new paradigm to emerge on top.”

 

However, the path that marketers have been following so far has brought them success. According to Cynthia Evans, it’s all a matter of “Continuing building multi-platform, multi-media, multi-country synergies, integrating media, and synchronizing [the right] measures and language.”

Finally, Iván Marchant’s advice has to do with brand safety. “We saw a big number of brands whose advertising was displayed in contexts that were not appropriate,” he points out. “Now technology allows us to take care of the brand’s value by avoiding to display advertising in the wrong context.” The signs of recovery are clearly there; it is up to  brands and marketers in general to make the most of them.

 

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

 ::: Publicis Media- Marta Ruiz-Cuevas ::: Publicis One- Fernando Bellotti, Guillermo Bonmatí, Fernando Alvarez Colombres, Diego Aguirre, Rocio Cala, Elizabeth Cabello, Maria Fernanda Correa, Tito Pérez, Silvia Olguín, Maribel Mesia, Alvaro Flórez-Estrada, Rita Lazo, Olga Lucia Villegas, Benjamin Gomez, Beatriz Álvarez, Lucia Ponce, Antonio Bruni , Antonio Bettencourt, Marisabel Zaro, Anna Casadei, Yodnay Prato, Samanta Echeverria, Hernando Eslava, Samantha De Gracia, Clemencia Granados ::: ComScore – Ivan Marchant ::: Beatriz Cardona – BeRepublic ::: Teads – Luciana Salazar :::

Click here for previous Latam Changing Places editions

descarga (1)Tim Jones, Chief Executive Officer, the Americas, Publicis Media has announced a market leadership appointment for Mexico. Marta Ruiz-Cuevas has been appointed to the role of CEO, Mexico, Publicis Media. Ruiz-Cuevas will be responsible for creating a powerful platform off which the strong agency brands – Starcom, Zenith, Mediavest | Spark and Optimedia | Blue 449 will thrive. She will be responsible for the commercial leadership of all Publicis Media operations and driving transformation across the business.Ruiz-Cuevas was most recently CEO, SMG Mexico, a role she held since June, 2015.  Prior to arriving in Mexico, she was CEO, SMG Spain.

descargaPublicis One, a unit that brings together all agency Publicis Groupe brands (Leo Burnett, Publicis, Saatchi & Saatchi, Starcom, MediaVest | Spark, Zenith Optimedia | Blue 449, Frubis Performics, Arc, LiquidThread and Nurun, among others) has announced its various leaderships in Latam, country by country:

In Argentina, Fernando Bellotti has been named CEO. In addition, Guillermo Bonmatí is the new Chief Integration Officer (CIO.) Fernando Alvarez Colombres joins the local board of Publicis One as Media Chairman. Diego Aguirre will be the CFO for Publicis One and Rocio Cala will be the director of talent (CTO ) in Argentina.

In Chile, Elizabeth Cabello has been named CEO. Maria Fernanda Correa joins Publicis One as Chief Marketing Officer. Tito Pérez joins the local board of Publicis One as Creative President. Silvia Olguín will be the Chief Financial Officer for Publicis One in that country.

In Peru, Maribel Mesia has been named CEO. Alvaro Flórez-Estrada joins the local board of Publicis One as Creative Chairman. Rita Lazo will be the CFO for Publicis One in that country.

In Colombia, Olga Lucia Villegas has been named Chief Executive Officer (CEO) and Benjamin Gomez has been appointed Chief Integration Officer (CIO). Beatriz Álvarez also joins the board of Publicis One Colombia as CFO.

In Guatemala, Lucia Ponce was named Chief Executive Officer (CEO) and Antonio Bruni was appointed Chief Integration Officer (CIO) of Publicis One for Guatemala and Costa Rica; They will work together to develop unique and relevant solutions for customers.

In Venezuela, Antonio Bettencourt has been named Chief Executive Officer of Publicis One. Bettencourt is currently CEO of Publicis in Venezuela. In addition, Marisabel Zaro and Anna Casadei join the board of Publicis One Venezuela as Managing Partners. Yodnay Prato was appointed CFO and Samanta Echeverria was named Chief Talent Officer (CTO) of Publicis One in Venezuela.

In Panama, Hernando Eslava has been named CEO.Samantha De Gracia will be Creative Chairman of the board and Clemencia Granados will be.

descarga (3)ComScore has appointed Ivan Marchant vice president in Peru, Mexico and Central America, according to Ebizlatam. Marchant works at ComScore since 2008 and is based in Mexico City.

descarga (4)Beatriz Cardona has taken over as Country Manager in Chile for BeRepublic. With over 15 years of professional experience, Cardona has worked for important clients like AENA, Toyota, Gremio de Hoteles de Barcelona and Tele5, among others.

 

 

 

descargaTeads has appointed Luciana Salazar as Head of Programmatic for Latin America. Salazar comes to Teads from Headway Digital, where she was Sales Director LATAM for the past two years. Prior to that position, she was Southern cone director at Sizmek. The executive joins Teads to lead the programmatic expansion in the region.

 

 

descarga (2)Néstor Carrasco is the new digital director of MEC Chile, according to Adlatina. The executive has over nine years’ experience in digital marketing and has worked for brands such as Coca Cola and LG Electronics.

 

 

 

valdibiaThe Caribbean Hotel and Tourism Association (CHTA) has appointed Martha Valdivia as Director of Membership Development. Valdivia comes to CHTA with a wealth of knowledge, having worked more than 10 years with diverse stakeholders in the region in the fields of online marketing and distribution. In her most recent role as Director of Business Development at Ariadna, LLC, she identified new growth opportunities in the Caribbean, with a focus on the travel industry for the digital communications agency. She also formed part of the team that won the website re-design project for Palace Resorts. Valdivia holds a Bachelor of Science degree in Hotel Administration from Cornell University and earned her MBA through Cornell’s IMHI-ESSEC joint degree program in Paris, France.