What: Latin3 has become the Latin American agency of record for Panasonic System Communications Company of North America.
Why it matters:The agency will handle Panasonic’s digital marketing, media planning and media buying for its Toughbook ® rugged mobile computers and Toughpad ® rugged tablets for the Latin American region.

eiERukd-_reasonably_smallLatin3 has become the Latin American agency of record for Panasonic System Communications Company of North America, a division of Panasonic Corporation of North America, the principal North American subsidiary of Osaka, Japan-based Panasonic Corporation.

The agency will manage the company’s digital marketing, media planning and media buying for its Toughbook ® rugged mobile computers and Toughpad ® rugged tablets for the Latin American region.

Due to Latin3’s knowledge on Latin America and its experience with multi-national brands, along with a digital marketing expertise and a consolidated staff with extensive B2B know how, the agency is now in charge of developing and executing the integrated digital strategy for these Panasonic B2B products in Latin America.

Now, Panasonic Toughbook®  laptops and Toughpad® tablets will be supported by Latin3’s experience. The agency will deliver the marketing strategy for these products in Latin America, and will also create and execute everything related to event management, social media, website, and creative and content development.

The agency will deliver the marketing strategy for these products in Latin America, and will also create and execute everything related to event management, social media, website, and creative and content development.

Panasonic will also benefit from Social Lead GenerationTM, a new service developed by Latin3 that finds qualified leads in social conversations, and makes an approach to turn them into sales, and from Audience MotionTM, a new system also created by Latin3 that drives audiences through the funnel to generate leads.

“After a very intense and thorough RFP process, we are much honored to have been selected as Panasonic’s agency of record for Latin America for its leading Toughbook and Toughpad B2B brands.  We are confident about the potential growth opportunities within the region to position Panasonic Toughbook® rugged laptops and Toughpad® durable tablets as leaders in the category”, Matias Perel, Latin3’s CEO, explains.

“As Panasonic evolves its sales strategy for Toughbook and Toughpad in the region, we felt it was necessary to transform our overall marketing approach as well”, added Julianna Benedick, Marketing Director for Panasonic. “After an extensive search process, Latin3 emerged as the most capable agency to partner with as we reinvigorate the Toughbook and Toughpad brands in Latin America.”



What?  Nielsen’s “Latino Essence”, is a new 360 campaign focused on the Hispanic consumer. The campaign was developed by Latin3.
Why it matters? This campaign is completely focused on the Hispanic consumer and uses a multimedia approach. Nielsen heavily uses online videos to reach out to Hispanics.

Latin3 has developed a multi-media campaign for Nielsen under the concept “You matter”, the landing page portraits the Latin essence through testimonial videos that talk about the tastes and habits of the Hispanic community, the challenges they face and their personal projects. The goal of the Nielsen campaign is to introduce Nielsen within the community, in order to achieve a closer relationship, greater recognition and, thus, a better predisposition on their members to participate in Nielsen’s market surveys. You can see the actions in the website here:

Latin3 was in charge of the media planning and buying and the creative actions as it is Nielsen’s AOR for the Hispanic market.

The campaign was launched in August 2013 and will be active until the end of January this year.


  • Digital: the campaign microsite reached 40K unique page views in 3 months (from August to October).The average Time spent was of (5:04) last August. Three minutes above in comparison to August 2012 result (2:04).
  • OOH Billboard, Bus Poster & Bus Shelters: Within  a one month period ,  Nielsen received an estimated 4.1 million EOI for the OOH campaign.
  • Print Media: Newspaper LA,Over 139K impressions based on the average daily circulation of the La Opinion newspaper, 2 insertions per month.
  • Radio: Radio LA over an 8 week period KLVE-FM Los Angeles (8 weeks) Nielsen received  an estimated 2.8 million gross impressions.

With the message “My Latin essence makes me unique,” the project staged the enormous influence of the Latino community in the United States. The tastes and preferences of Hispanic consumers contribute to build brands in a relevant way. This explains why a project like “Latino essence” is so important: in it, the main characters decide to engage with a brand like Nielsen and agree to participate in their studies.

“We are proud to have been chosen to help Nielsen understand and connect with American Latinos to build a significant relationship that would let Nielsen, Latinos, and the advertising industry as a whole grow closer than ever before”, said Matias Perel, Latin3’ CEO.

Latin3 featured a campaign’s video, to share what it is said here in an interactive and visual way:



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

Diego Muñoz – Latin3 ::: Gustavo Martinez – JWT ::: Eduardo Camargo – EVERTEC ::: Martin Anderon, Carolina Vazquez and Jean Fischer – ZAGG ::: James Morris – GroupM ::: Juan Carlos Sosa – Venevision :::

Latin3 has appointed Diego Muñoz as the new Country Manager for its Mexico offices.Diego Muñoz will be responsible for business strategies for the Latin3 Mexican clients, developing and implementing work plans to achieve profitable developments.

GroupM’s MediaCom unit this morning named James Morris the first global head of its burgeoning content marketing practice, the aptly named MediaCom Beyond Advertising.Morris, who previously was head of the unit’s operations in the EMEA region, will oversee an organization of 435 content marketing execs operating in 42 countries for such brands ad Volkswagen, Procter & Gamble, Sony, Universal Music and Shell.Morris, who is based in London, joined the unit in January 2011 from U.K. production company TwoFour, where he was director of digital strategy and content.Concurrent with Morris’ appointment, MediaCom said MBA’s regional and international leadership team would be comprised of: Palle Diederichsen (EMEA), Mark Fortner (head of innovation, MBA U.S.), Lizzie Nolan (APAC), Dan Brown (LATAM), Ortensia Castagno and Tom Curtis (U.K. and international), and Paul Chard (Global Content Officer).

Cisneros Media, the corporate division that encompasses the Cisneros’ media and entertainment businesses, announced the appointment of Juan Carlos Sosa as Executive Vice President of Operations of Venevision Studios, which incorporates all of the company’s production units. Sosa will report directly to Cisneros Media President Jonathan Blum.

Gustavo Martinez will become JWT’s global president and future successor to its chief executive, Bob Jeffrey. Martinez will take over as global president in February next year and assume Jeffrey’s role in 2015, when Jeffrey will become non-executive chairman. Martinez has been the president of McCann Worldgroup’s Europe and Asia regions and has also worked at Ogilvy & Mather in Argentina and for Saatchi & Saatchi. The only other non-American to have run JWT was Britain’s Chris Jones.

ZAGG, a mobile device accessories company, has hired three new professionals to strengthen its international sales efforts. Martin Anderson, Jean Fischer and Carolina Vasquez will direct the company’s international sales accounts, as well as specific efforts in France and South America.

Martin Anderson, ZAGG’s new international sales director, has more than 30 years of sales experience. Most recently, Anderson served as vice president of international sales at Built NY, Inc., a B2C company. Carolina Vasquez has been appointed Latin America sales manager. She has previously worked for Canon Latin America. And Jean Fischer will be based in France,  she will be in charge of expanding the company’s distribution in France and neighboring countries.

EVERTEC has appointed Eduardo Camargo as Executive Vice President and Chief Information Officer. Mr. Eduardo Camargo will be responsible for managing EVERTEC’s information technology organization and infrastructure. Mr. Camargo will report to Peter Harrington, EVERTEC’s President and Chief Executive Officer. Mr. Camargo’s career spans over 30 years in the Latin American financial services and payments industry. Mr. Camargo joins EVERTEC from Bank of America Merrill Lynch Brazil where he served as Chief Information Officer and Chief Technology Officer for the last two years.

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

Gonzalo Boido – Latin3 ::: Cesar Conde – NBCUniversal :::Claudia Clauhs and Edilson Lima – Scripps Networks ::: Jade Boneff-Walsh  – Infocore ::: Stephanie Scotto – Mastercard :::

Stephanie Scotto was recently appointed to the position of Regional Leader Mastercard in Miami. Scotto’s prior position was Director of Business Development at Colombian digital agency Ennova.

Latin3 has appointed Gonzalo Rodríguez Boido as its new Integrated Marketing Director. With a multidisciplinary career, Gonzalo joins the company to integrate the Paid, Earned and Owned Media strategies, and coordinate the Departments of Social Media, Analytics and Search Engine Optimization (SEO). Gonzalo has broad experience in the online world. His last responsibility was as Digital Communications and Social Media Manager in Telecom Personal.

NBCUniversal announced today that Cesar Conde will join the company as an Executive Vice President reporting to Steve Burke, Chief Executive Officer, NBCUniversal. In this newly created role, Conde will focus on business development, strategic priorities and special business projects across the NBCUniversal portfolio of assets. He also will oversee the International Group led by the newly appointed Chairman Kevin MacLellan. Conde will be a member of the NBCUniversal Executive Committee.

Claudia Clauhs and Edilson Lima have been named programming director and affiliate sales manager of Brazil for Scripps Networks International, respectively.  Scripps Networks International is the global development arm of Scripps Networks Interactive, Inc. and the media lifestyle across the food, home and travel categories.

As part of the team in Brazil, they will be responsible for programming strategy and channel distribution for Scripps’ channels in the region.  Both Clauhs and Lima will report to Marcio Fonseca, managing director of Latin America.

Clauhs comes to Scripps Networks International from Fox Latin American Channels where she was most recently director of factual and lifestyle programming. Before joining Fox Latin America, Claudia managed program planning for National Geographic Channel. Lima is an experienced affiliate sales and marketing professional having worked at Discovery Communications, Fox Latin American Channels and SKY Brasil.

Infocore, a global marketing data acquisition company, announced Jade Boneff-Walsh as the company’s new Vice President of Global Markets. Boneff-Walsh, who specializes in the development of international strategic alliances and cross-cultural negotiations, will be charged with further enhancing Infocore’s global data partnerships within the direct marketing industry.


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