Javier Montanaro


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RedMas, a digital advertising solutions company with presence both in LatAm and the US Hispanic market, has appointed Javier Montanaro as VP of Sales for Latin America. Javier will be in charge of managing and supervising operations in Argentina, Chile, Colombia, Peru, Ecuador, Paraguay, Uruguay, Bolivia, Dominican Republic and Central America, and will report to Germán Herebia, CEO of RedMas. Montanaro joins RedMas after having served as Latin America Sales VP of Headway Digital.




Verizon company Oath, resulting from the combination of AOL and Yahoo brands, products, and operations, has defined its leadership structure for the U.S. Hispanic market and Latin America.  Armando Rodriguez will oversee all sales and operations, a position he has occupied at Yahoo since 2005.Armando’s leadership team includes Henry Zamarripa, who will lead sales for Spanish-speaking Latin America, Andre Izay, overseeing sales and operations in Brazil, and Matthew Harris, leading sales for the U.S. Hispanic market. In addition, Luiz Braz will lead platform solutions and Melva Midi will oversee sales operations for the region.


Hugo Gómez, CEO of Maxus Mexico since 2010, has been appointed CEO of NewCo Mexico. The new agency is the result of MEC and Maxus merger and will be launched in January, 2018. Prior to Maxus, he was Mindshare’s COO.





Leo Burnett Tailor Made Brazil has strengthened its media department with new appointments:

Janaína Barreto joined the agency as supervisor of the media research department. Maílson Dutra will take up the position of business intelligence supervisor. Tamara Lissy is the new digital media supervisor, while Angélica Gomes is the new media supervisor. In addition, Grazzieli Sacramento, Lucas Louzada and Renán Lima become media coordinators. Arthur Cavazini is the new digital media coordinator and Sharon Valle is the new media planner.


Lisandro Grandal, who led Y&R Argentina creative department for three years along with Fernando Tchechenistky, announced that he is leaving the agency. Tchechenistky will be in charge of the unified creative direction.





Federico Russi is the new creative vice president of Leo Burnett Mexico. He will replace Daniel Pérez Pallares.







Brazilian agency Isobar has announced that Pedro Thompson will assume as the new vice president of strategy. Thompson will also be part of Isobar Group that includes Pontomobi, Cosin Consulting and Isobar WorldSourcing. From this role, he will report directly to Abel Reis, CEO of Dentsu Aegis Network and Isobar Latam.





José Pablo Huertas is the new general creative director of Leo Burnett Costa Rica.








Alfonso Alcocer will serve as vice president and director of customer service of BBDO Mexico office as from this month. Since 2015, Alcocer has served as BBDO’s director of customer service, handling accounts such as Sabritas, Quaker, Bacardí, Mercedes Benz and Smart.


Ramon Laguarta, Pepsico’s current head of Europe and sub-Saharan Africa business, will become PepsiCo’s president, a headquarters role covering global operations, corporate strategy, public policy and government affairs.His current duties will be given to Laxman Narasimhan, who runs the snack-and-beverage giant’s Latin America division. Both appointments will take effect Sept. 1.


Vanguard Investments Mexico announced that Juan Manuel Hernandez has been named the head of Vanguard’s business in Mexico as the company expands its efforts to meet local investors’ needs for low-cost and broadly diversified investment products.Hernandez joins Vanguard from Blackrock Inc. Mexico, where he served as head of institutional sales. He also held the head of sales position for iShares Mexico.

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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!)

Javier Montanaro is no longer Headway’s Latam VP of Sales, a position he has held for the last two years.






Fabiola Rangel Ornelas is the new Director, Marketing – LATAM at Warner Bros. Entertainment Group of Companies.





Ivy Mobility (IVY) a provider of Industry Cloud solutions, announced  the further strengthening of its leadership team with the addition of Daniel Mattar as Country Manager of Brazil.  The move aligns with the company’s direction to augment its strong consumer goods portfolio with more cloud-based options, deeper local support, and other new functionality tailored for consumer goods customers. The strategic addition to Ivy’s leadership team is designed to help provide customers cost-effective and flexible solutions that address their evolving business needs.Daniel will be accountable for all aspects of Ivy’s Cloud solutions.  Before joining, he worked in large multinationals such as General Electric, Banco Safra and Tangoe. Daniel brings a proven track record of helping companies adopt Cloud, SaaS, Mobile Applications and Advertising technologies. Daniel has more than 15 years of experience in sales in the mobile and IT market.



Maxus has promoted Richard Lloyd to worldwide head of programmatic. Lloyd, currently chief digital officer for Maxus EMEA, will work with advertisers to “lead [them] through the technological changes” occurring in the media industry.Prior to Maxus, Lloyd was vice president, global product development at Xaxis. He will report to global chief strategy officer Damian Blackden.



Mariano Jeger is the new VP creative executive director for R / GA Latam. Jeger will lead a team that manages global, regional and local projects for clients such as Nike, Rexona, Cervecería Patagonia and Samsung, among other brands.




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

 ::: Sizmek Inc.- Stella M. Araya-Weil ::: Helber Diaz – ALCATEL ONETOUCH ::: Javier Montanaro – Faustino Riobó – Headway Digital ::: Dida Louvise – Fischer  ::: Leo Burnett’s Arc – Bob Raidt :::

327162Sizmek Inc.,an open ad management company that delivers multiscreen campaigns worldwide, has announced the appointment of Stella M. Araya-Weil as VP of Global Holdings. Araya-Weil joins Sizmek from Parade Media Group, where she served as SVP of sales, managing national sales teams that deliver US $100+ million in ad revenue.Prior to working at Parade Media Group, Araya-Weil worked at Time, Inc.as associate publisher of Essence Magazine and as director of corporate sales.Araya-Weil will be based out of New York, Sizmek’s center of operations, and will report directly to Sizmek CRO Liz Ritzcovan.

descargaHelber Diaz has been appointed as Regional Media Sr. Manager Latin America at ALCATEL ONETOUCH.  Diaz previously worked as Media Director at Mediabrands in Miami targeting mostly Latin America. Mediabrands Miami tells Portada that it is currently interviewing different candidates for the position Diaz left open.

2NMA_eNm_reasonably_smallJavier Montanaro has been appointed VP of Sales LatAm at Headway Digital, based in Buenos Aires, Argentina. Until recently, Montanaro worked as Sales Director Southern Cone in US Media Consulting, developing the markets of Argentina, Uruguay and Chile.


​​descarga (1)Headway Digital, a Latin America digital media programmatic buying company, has announced the appointment of Faustino Riobó as VP of Trading & Video. Its main role will be to operate Media Buying and Trading equipment within Headway Digital. He will also be responsible for the continued development and growth of online video platform ads.Riobó began his career at Digital Ventures 10 years ago, a company that was later acquired by Fox International Channels (NewsCorp) .Prior to that, he developed leadership roles, purchase and negotiation of media in deals like Facebook, LinkedIn and Zynga in the region among many others.

descarga (2)Dida Louvise has joined Fischer as planning director. The executive comes from Nike, where he was responsible for the brand’s digital actions in Brazil during 2014. Louvise will report to VP Bertrand Cocallemen, who leads the area of strategic planning.


20101108_Raidt_Bob_138_clr_Full_reasonably_smallLeo Burnett‘s Arc has appointed Bob Raidt to the new post of global president. He had been worldwide account director for Burnett’s Samsung business.Leo Burnett’s is Arc business focuses on retail and shopper marketing, along with mobile and data. Last year, Leo Burnett said it was expanding Arc’s footprint in all major markets, especially overseas, starting with the opening of four additional offices in India, Brazil, Mexico and Colombia.Mr. Raidt will be based in Chicago, where he will work closely with his U.S., regional and global leadership teams “to deliver an aggressive growth plan solidifying Arc as the world’s leading activation agency.”Mr. Raidt has been with Leo Burnett for nearly 20 years in a global account-management capacity, handling a variety of clients like McDonald’s, Procter & Gamble and Coca-Cola, accounts on which he also worked with Arc. He handled the Samsung account since 2013, business that the agency kept after the marketer’s massive global review last year.


It stands to reason that the production and consumption of luxury goods are the first to be affected when an economic crisis arises, and are also those poised to benefit the most during periods of economic growth.

However, various analysts and industry executives claim that people tend to keep spending on luxury goods regardless, and in the case of Latin America, the region’s economic growth is not the only factor responsible for the growth of this luxury market.

For many specialists, one of the more important reasons behind the growth of luxury goods has to do with the growing presence of brands and their concern for establishing themselves in the region.

For Gabriela Guerschanik, founder of the Association of Luxury Brands in Chile, Louis Vuitton is an example of brands’ concern for establishing their presence in Latin America. The French brand is already available in the region, with namesake stores in Brazil, Mexico, Chile, Colombia, Argentina, Dominican Republic and Panama. Another example is Nissan’s bet on Mexico, whose Infinity brand is currently present in the market. “We decided to bring the brand there based on Nissan’s strong position in the Mexican market,” said Omar Zúñiga, Nissan’s country Marketing Manager.

“More brands are coming to Mexico. Before, people would go to other countries to buy them. Now they can easily find them here,” said Ruth García, Director of the Communications and Marketing Department of the Tecnológico de Monterrey’s Puebla campus, in an interview with CNN Expansión.

Another reason behind the sustained growth of the luxury goods market in Latin America has been access to credit for most of the middle class, as well as an increase in the use of credit cards and advances in banking. According to the Altagama Foundation, the market for luxury goods will grow between 6 and 7% worldwide in 2012, driven by China’s growth.

In the Americas, the percentage of growth will be between 5 and 7%, a relatively high figure compared to forecasted growth of 2 to 4% for Europe and 0 to 2% for Japan. Focusing specifically on Latin America, recent studies conducted by the Boston Consulting Group on the luxury goods market found that in the past 10 years, the market for luxury goods in Latin America grew at average rate of 15 % a year.

Javier Montanaro, Sales Director for the Southern Cone at US Media Consulting, says that “sales of luxury goods in Brazil are estimated to reach $12 billion in 2011, an increase of 33 percent compared with 2010. Argentina is not far behind, having moved 230 million euros worth of luxury goods in 2011. Given these figures, it is no surprise that Sephora plans to open 12 to 13 stores in Latin America and that Salvatore Ferragamo has also announced expansion plans in the region.”

Margareth Henríquez, President of Maison Krug, a producer of high-end wines and Champagnes, says that “we must be optimistic about Latin America.” She adds that the most important markets in the region for her brand are Brazil and Mexico, and the company believes it should place a larger bet on them.

According to data provided by Carlos Ferreirinha, Brazilian creator of the MBA in Luxury Management at the Armando Alvares Penteado Foundation (FAAP) in Sao Paulo, Mexico and Brazil represent 50% of the market for luxury goods in Latin America. They are followed by Argentina and Venezuela, which are also high-spending markets, but have not grown as much as Brazil and Mexico.

Chile’s luxury market has shown sustained growth in recent years, and Colombia and Peru have been a “surprise,” according to the analyst, in terms of the percentage of growth posted in those countries’ luxury markets. But in order to address the luxury market in Latin America, it’s not enough to be up on European country trends and then adapt them to the Latin American situation and context. Rather, it involves creating new categories of analysis to understand the functioning of the luxury market in this region.

According to Argentinian consultant Trendsity, the company’s Trends Observatory found that the region’s current luxury market is leading to reconfigurations where the “lines are less blurred and univocal… [and are] traversed by the common factor of ambiguity”.

Mariela Mociulsky, Director of Trendsity, tells Portada that “luxury [goods] themselves have come a long way since the seventies, when only a closed circle had access to the Premium world. The 80’s brought more accessible luxuries, which for some meant the end of quality and the beginning of the reign and showing off of brands. Today we can say that there has been a return to the idea of the product, and brands are trying to recover their roots that had been “forgotten” in recent decades. There is a deep understanding that products need to tell a story, to connect with people’s emotions and aspirations.”

It is within this context that new trends in the Latin American luxury market are being conceptualized as “new democratized luxury” or “aspirational luxury,” as opposed to the definition of “traditional” luxury that continues to work in Europe and is characteristic of earlier decades.

According to Trendsity’s Trend Observatory, under the concept of traditional luxury, “brands that build a desire for luxury are based on an iconic identity, supported by consistent communication in all its facets: superior materials, sophisticated aesthetic, exclusive points of sales, and an almost personalized level of customer service. This is how Premium consumption is able to pit mass consumer goods against exclusive goods: a sumptuary purchase is one that exceeds basic or immediate needs. The brand is chosen on the basis of what it reflects, as a projection of its individuality, uniqueness and originality.”

Today, there is the concept of “affordable premium” goods. “Before, luxury conveyed an image of quality, whereas now the emphasis is more on communicating a sense of looking for expression, individuality and inner well-being,” states Mociulsky.

Presently in Latin America, “sought after products are those that are in the higher end of the market yet also have an accessible price tag, such as Absolute Vodka or the iPad. Renowned designers like Elber Elbaz, Roberto Cavalli, Sonia Rykiel, Viktor & Rolf, Comme des Garçons, Matthew Williamson and Jimmy Choo have launched “low cost” collections for H&M with explosive success, similar to that achieved by Stella McCartney when she launched a line with Adidas, or by prominent artist Damien Hirst when he launched a limited edition of Levi’s jeans,” adds Mociulsky.

Guerschanik, of Chile’s Luxury Brands Foundation, also thinks luxury is expanding toward the middle markets. According to her, there are three types of luxuries: absolute luxury, accessible to 5% of the population that consumes luxury products on a daily basis; intermediate luxury, where spending on luxury goods is frequent; and accessible luxury, where luxury purchases are made about five times a year and are tied to a strong aspirational factor.

“This is the fastest growing [luxury segment] in Latin America,” said Guerschanik. “Much of the growth is generated by this aspirational segment that is accessing luxury”.

At the 2nd Mexico Luxury Forum organized by Grupo Expansión and Life & Style magazine, executives from Ermenegildo Zegna, Montblanc, El Palacio de Hierro, and gourmet restaurant Pujol, said that Mexican consumers of luxury goods are not only looking for exclusive products, but also “a style that sets them apart from the other brands.”

Carlos Salcido, Marketing Director at El Palacio de Hierro, said at the Forum: “We do not see ourselves as a distributor of designer pieces, but as a standalone brand. A brand that sells style, that doesn’t put a label on their consumers, and that speaks to the “me” in people.”

Jorge Puentes, Director of Montblanc Mexico, said that consumers are always looking for different styles and collections with a strong aspirational value.

Read the second part of the article next week in Portada!

Translation: Candice Carmel