Jorge Laverde


What: According to Jorge Laverde, Head of Marketing Latin America at Nokia Services y Devices -the unit that recently was bought by Microsoft – Nokia’s Latin American Advertising expenditures will double or even triple in the medium term.
Why it matters: Ad investment could climb to up to US $240 million from currently US$ 80 million a year. It is not clear yet whether there will be agency consolidation.

Jorge Laverde, Marketing Head Latin America at Nokia, tells Portada that he expects Microsoft to substantially support Nokia Services and Devices advertising expenditure in Latin America over the coming years. Currently Nokia spends approximately US $80 million annually advertising in Latin America. Laverde expects this figure to climb to between US $160 million and US $240 million as a result of the recent Nokia acquisition by Microsoft.

Jorge Laverde
Jorge Laverde, Marketing Head Latin America, Nokia

“For some time, there has been a process of cooperation and alignment between Microsoft and Nokia. Microsoft has already supported Nokia’s Latin American advertising campaigns. Going forward there are 8 countries worldwide, where Microsoft will substantially support Nokia campaigns. In Latin America they are Brazil and Mexico.”

Nokia Services and Devices will be integrated into Microsoft as a business unit. Laverde emphasizes that with the transaction Microsoft has acquired the know how of Nokia Services and Devices 32,000 employees as well as of Nokia’s agencies. He expects very few layoffs as a result of the merger. “Particularly sales and marketing is an area where we are not looking to eliminate positions.”

Advertising expenditures will particulary grow in the Mexican and Brazilian markets.

Agency consolidation?

Laverde tells Portada that the acquisition of Nokia Services and Devices by Microsoft will be closed during the first quarter of 2014. He does not expect any changes in terms of the agencies Nokia uses in Latin America until April of 2014. At that point, “we could go one way or the other,” he notes. On one hand, Nokia Services & Devices may continue with its current agencies as a unit of Microsoft.  On the other hand, he notes, it is possible that some agency tasks migrate to Microsoft agencies as Microsoft may want to consolidate the Nokia business into some of its existing agency relationship (UM plays an important role as Microsoft media agency for Latin America). Nokia’s main agencies in Latin America are Carat for media, JWT for creative and Wunderman for digital.

Major player in the Latam phone market

Laverde says that, from a consumer standpoint, the purchase of Nokia Services & Devices is a very positive development. The transaction merges the financial muscle of Microsoft with Nokia’s know how. Windows, which is carried by Nokia-Lumia, is the second most used mobile operating system in Latin America after Google’s Android. “Windows phone market share has actually increased in several Latin American markets, including Mexico and Colombia,” Laverde says.
Due to the relatively low penetration of smartphones in Latin America, Nokia’s Latin American cell phone market share is very high. In sales volume smartphones amount to 35% of the overall Latin American phone business. That ratio is at least 15 percentage points higher in the U.S. and Europe.

Jorge LavardeInterview with Jorge Laverde

Portada: Why do you think you are qualified to talk about the Mexican market?

Jorge Laverde: I think I´m qualified to talk about the Mexican market, particularly because I´ve been directly involved not only with the Mexican market for more than 6 yrs, but also with the Mexican culture. During the past 2 ½ hrs I´ve been leading the Nokia marketing team for LTA North (including Mexico), and actively engaging with consumers, customers, agencies, and suppliers to better understand their habits, practices and needs. Some years ago, I led a marketing team for Procter & Gamble that was responsible for driving the feminine care business in Latin America with a strong focus in Mexico. In the personal side, I´ve been traveling extensively across Mexico with my family, to get more acquainted with the Mexican culture.

Portada: Tells us a bit about your personal/professional background?

Jorge Laverde: Originally from Colombia, married with 3 kids (11 yrs, 8 yrs, and 6 yrs), and leaving in Mexico for the past 2 ½ yrs. Has also lived in Caracas Venezuela during 7 ½ yrs (1996 – 2003), while he was working for Procter & Gamble. He is very active and passionate person. loves travelling, meeting new places and people, and specially trying typical food and new flavors. Hobbies are: Tennis, golf, skiing, and motorcycles.

Has more than 15 yrs of experience in Marketing, with a solid background in Finance. Has been working for Nokia during the past 5 yrs, leading the marketing team for LTA North (Mexico, Colombia, Venezuela, Ecuador, and Caricam), based in Mexico. His previous experience includes marketing responsibilities in Newell Rubbermaid (Marketing Director – Colombia, 2005-2008) and Procter & Gamble (Regional Marketing Manager – LA, 1996-2003).

Latin American Advertising and Media SummitWe are extending the Early Bird registration to our Latin American Advertising and Media Summit (Miami June 4-5, 2013), due to requests from our audience, to this Friday April 19th. Make sure to get your tickets by then to benefit from substantial savings!  Savings are even larger if you decide to also attend the Latin Content Marketing Forum (Combo Ticket).

Focus on Sports Marketing

The crucial role of Sports Marketing will be examined by Advertising and Media Luminaries at the Latam Summit in Miami’s Intercontinental Hotel on June 4-5, 2013. With the 2014 Soccer World Cup and the 2016 Summer Olympics taking place in Brazil, Sports Marketing will be crucial for successful marketing targeting Latin American Audiences. That is why “Getting Ready for the Big Game” is the main theme of the 2013 Portada Latin American Advertising and Media Summit
Major client side marketers will provide the latest insights and intelligence.  Ben Jankowski, Group Head Global Media, Mastercard, will jointly present with Virginia Pereira,  Head of Media Latin America, Mastercard on how MasterCard has activated sports around the world with a special emphasis on the  2014 Soccer World Cup and 2016 Olympics, both to take place in Brazil.

Mastercard’s  Jankowski is one of several marketing and media luminaries that will participate in the Summit. They also include:
Claudio Ferreira, Publisher, Veja Magazine. Veja is the second largest magazine in the world ranked by circulation and the largest and most influential in Brazil. Ferreira will answer questions such as whether Brazil’s decade-long expansion in consumer growth has hit the brakes. The Brazilian Media executive will also examine opportunities presented by the 2014 Soccer World Cup and 2016 Olympic Games.
Nick Denton, CEO and Founder, Gawker Media.  The British journalist and internet entrepreneur will talk about the latest trends taking place in the digital media world in a one on one on-stage interview with Portada’s Marcos Baer.

Other major client side marketers and agency executives that have confirmed their participation include:
· Leonardo Loisa, Sr. Regional Marketing Leader, AMD
· Axel Steinman, VP Emerging Markets, Advertising and Online Business, Microsoft Advertising
· Fernando Maroniene, Senior Marketing Manager, Adobe Systems Latin America
· Max Sichel, CEO, Grupo Copesa
· Virginia Pereira, Head of Media Latin America, Mastercard
· Todd Wilson, SVP, Managing Director,  Starcom Mediavest Group
· Mario Cordon, Chief Marketing Officer, Open English
· Jorge Laverde, Marketing Head, Latin America North, Nokia

Early Bird registration expires on Friday April 19th. Take advantage of the early bird here:
Latin Content Marketing Forum. Hispanic Content Marketing ForumThe Latam Summit will be preceded by the Latin Content Marketing Forum, which will take place in the same venue during the morning of June 4th.

The Latin Content Marketing Forum will analyze the enormous role content marketing can play in the Latin (U.S. Hispanic and Latin American) market space, which belong  to the fastest growing markets in the world.
Confirmed Speakers include:

Mariano Moro, Interactive Marketing Director Latin America, Coca-Cola
Damian Voltes, Director, Patagonia Ventures
Tom Gerace, CEO and Founder, Skyword
Nuria Net, Managing Editor, Features – Digital at Fusion, the ABC and Univision Joint-Venture
Nicol Turner-Lee, President and CEO at NAMIC
Javier Farfán, Senior Director of Cultural Branding, PepsiCo
Fernando Semenzato, VP Content, Fox international

Early Bird registration expires this Friday April 19. Take advantage of the Early Bird Combo registration (Latam Content Marketing Forum and Latam Summit!) here:

Already Confirmed Sponsors of the Latin American Advertising and Media Summit include:
Batanga Media
Alcance Media
Televisa Publishing and Digital

Sponsorship Opportunities
To inquire how you can align your brand with these prestigious events, please call Kelley Eberhardt at (212) 685 44 41 or email her at kelley@portada-online.com.

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