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Javier Barraza RedMas Perú (1)RedMas, a digital advertising solutions company in Latin America and the US Hispanic market, has appointed Javier Barraza as Peru’s new Country Manager. Barraza will continue the company’s growth in Peru during the last 3 years, establish RedMas as the leader in digital advertising solutions in the Peruvian market, strengthen ties with the country’s main agencies and media centers, and position RedMas different brands of RedMas in the Peruvian market. RedMas, part of Cisneros Interactive, has offices in the United States, Chile, Argentina, Brazil, Colombia, Mexico, Peru, Venezuela and Uruguay.

 

 

 

 

 

ANA-Portada-bien (4)WWE announced the appointment of Joaquin Del Rivero as Vice President & General Manager, Latin America, and MaurÍcio Ramírez Cuesta as Marketing Director, Latin America.  These new hires are part of WWE’s broader, deeper commitment in Latin America.  Both will be based in WWE’s Mexico City office.

 

joaquinDel Rivero will lead WWE’s strategic business development initiatives and day-to-day operations in Latin America and work with WWE’s partners across all its lines of the business.

 

 

 

 

As Marketing Director, Latin America, Mauricio Ramírez Cuesta will report to Del Rivero and serve as a key member of the WWE International Marketing team, creating and executing country specific brand campaigns and developing and implementing marketing and promotional strategies for all lines of business, including TV, WWE Network, consumer products and licensing, live events and digital.

 

 

nnnAna Paula Nogueira has been promoted to senior business manager for Dorel’s bicycle business across Latin America. She will continue to be based in São Paulo, Brazil and focus on leading the distributor business for the region. Nogueira has been with Dorel’s Caloi since 2006 most recently as senior marketing manager for Latin America.

 

 

 

descarga (3)Renata Valio is the new media general director of Ogilvy Brazil. She will lead a team of 85 people from São Paulo and Rio de Janeiro offices.

 

 

 

 

descarga (2)In addition, Fernando Musa is Ogilvy Brazil’s new president.

 

 

 

 

The position of president and chairman was held by Sergio Amado, who led the company for almost two decades. Amado will now only hold the position of chairman.

 

descarga (1)Lucas Mentasti is the new president of [M] Platform Latin America. The programmatic media buying expert will lead regional strategy of the GroupM company. He will be in charge of a team of more than 150 people committed to the development and implementation of new technologies. Mentasti recently stepped down as CEO of Xaxis.

 

 

 

 

unnamedMiguel OrtizCadreon has named Miguel Ortiz as Product Lead for LatAm. Miguel comes from Havas, where he lead the programmatic team. From his role in Cadreon, he will be responsible for the creation and product placement with global alignment.

 

 

 

 

 

 

Cadreon also announced the opening of new offices in Peru and Uruguay as a strategic plan for 2017.

In Uruguay, Pablo Stilo will lead the Cadreon team.

William Quintero will lead the Peruvian office.

descargaVictory Energy announces the expansion of the firetube business into Latin America by naming a new regional manager to oversee sales activities, together with several new distributors to represent Victory Energy firetube products across the region. The company named Victor Chavarria as Latin America Sales Manager.  He’ll report to Al Wasinger – Vice President of Operations.  Victor is being charged with all sales and distribution efforts in the region.

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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!)

Click here for previous Chanhing Places LatAm editions

2d22a9cXaxis, the programmatic media and technology platform, announced the promotion of Erik Castillo to president, Latin America. He will also lead the continuing expansion of the company’s fast-growing direct client business.Castillo is replacing Lucas Mentasti descarga-8who left the company to become the President of [M]Platform, Latam at GroupM Worldwide Inc.Prior to Xaxis, Castillo was regional digital director at Starcom Mediavest.

 

 

descarga-1Cisneros Interactive’s RedMas has appointed Sandra Hernández Beltrán as Country Manager of Colombia. Prior to joining RedMas, she served as Cimacast’s Commercial Manager and as Commercial Director of Ennova.

 

 

 

 

11a4a0dAfter nine years at MEC, Verónica Norcross is the new Customer Service Director for Latin America of the network. Prior to this appointment, she was managing partner of MEC Global Solutions EMEA in London.

 

 

 

 

descarga-1Hitachi Data Systems has appointed Carlos Arochi as General Director of Mexico, CAC and the Caribbean, to be effective on February 1st.

 

 

 

 

descarga-2Mindshare Colombia appointed Christian Dieb as its new CEO. The media expert will be responsible of ensuring the multinational growth. Mindshare Colombia clients include Nestlé, Kimberly Clark, Ford, BBVA and Mabe, among others.

 

 

 

 

descarga-5descarga-6descarga-7Grey Brazil announced that its CEO, Sergio Prandini, stepped down in December 2016. The executive has been in that position since 2015. Marcia Esteves, chief operating officer, and Rodrigo Jatene, chief creative officer, will lead operations until Prandini’s replacement is confirmed.

 

 

descarga-4Felipe Santos, Media General Director, has  also left the company.

 

 

 

191886d descarga-3Veronica Hernández-Aguilar and César Agost Carreño will replace Horacio Genolet, CEO of Ogilvy Latina since November, as CEOs of Ogilvy Mexico, as well as heading the Miami office.descarga-5-4

Hernández-Aguilar served as vice president of the agency. She will be the network’s first female CEO in Latin America.

Agost Carreño was creative VP and Regional Creative Director of the network.

descarga-4Publicis Groupe has appointed Arthur Sadoun as Maurice Lévy’s successor.Sadoun, who will officially start on 1 June, will be supported on the Management Board by Publicis Media chief executive Steve King, who joins the current board of executive vice president and chief financial officer Jean-Michel Etienne, and secretary general Anne-Gabrielle Heilbronner.

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!)

What: Erik Castillo has been promoted president, Latin America at Xaxis.
Why it matters: Castillo replaces Lucas Mentasti who left the company to become the President of [M]Platform, Latam at GroupM Worldwide Inc last December.

2d22a9cXaxis, the programmatic media and technology platform, announced the promotion of Erik Castillo to president, Latin America. Previously serving as market director, Latin America, Castillo will be responsible for guiding company operations across the region with a focus on client development, product innovation and driving growth for the company’s recently acquired digital retail unit, Triad Retail Media.  He will also lead the continuing expansion of the company’s fast-growing direct client business.

descarga-8Although their positions are different, Castillo is replacing Lucas Mentasti who left the company to become the President of [M]Platform, Latam at GroupM Worldwide Inc.

The fourth employee of Xaxis Latin America, Castillo has played a key role in the growth of Xaxis across the region in markets including Mexico, Argentina, Brazil, Colombia, Chile, Peru, Uruguay and Puerto Rico.  As market director, Latin America he managed operations across multiple offices, provided strategic guidance to global advertisers on their programmatic strategies and helped build the Latin America business to more than 250 clients while doubling revenue every year.

“Erik has been a phenomenal evangelist for the programmatic industry in Latin America, helping to significantly expand adoption of audience-based media buying among the region’s largest advertisers,” said Nicolas Bidon, global president of Xaxis. “I would like to congratulate him on his new role and look forward to his continued leadership in growing the Xaxis business across Latin America.”

Prior to Xaxis, Castillo was regional digital director at Starcom Mediavest. In this role, he managed a digital hub of 27 employees based in Argentina dedicated to digital strategy for P&G.  This included helping P&G in the development and growth of the company’s internal programmatic platform and leading a significant expansion of P&G’s digital spend in the Latin America market. Prior to Starcom, Castillo held leadership roles at IAB in Peru and with DirecTV. Castillo received his bachelor’s degree from the University of Lima and holds a master’s degree in online marketing from the University of Barcelona.

“Xaxis has set the standard for programmatic in Latin America, providing unmatched capability, performance and accountability in helping marketers connect with consumers wherever they access media,” said Castillo.  “I am excited for the opportunity to lead our talented Latin America team as we expand our footprint in the region, working with brands, media owners and e-commerce companies to enhance the overall digital experience.”

descarga (6)Portada interviewed Lucas Mentasti, who recently was promoted to CEO Latin America by Xaxis. Portada interviewed him to ask him about how he sees Xaxis’ development in Latin America and the growth of the LatAm programmatic space in general.

Portada: What are the opportunities  for Xaxis in Latin America?

“On the advertisers side, there is an appetite for real, measurable outcomes and not just media delivery. With Xaxis’ help, clients get better at defining and measuring objectives, and ultimately, reducing waste. This is both at a performance level – where clients measure activities on their websites (the travel industry is an excellent example) – and at a branding level, where, by integrating with TV usage data, we can target evasive cord cutters.

On the publisher side, the LatAm media market seems to be divided between  super premium take over formats and a low-end, non-verified and non-targeted remnant inventory. We are creating a space in the middle, building media products with verified and targeted ads, supported by our own technology; thus, we will be adding value to publishers and driving their income up.”

Publishers need to invest in technology and people to be able to sell programmatically

Portada: It is said that trading desks charge an “outrageous” spread making trading desks very inefficient. What do you have to say on that?

“I believe the rumors around agency trading desks are completely overstated. I would imagine those who simply mark up media (or ad networks) without adding value could have gained significant margins over a short period of time. We have also seen significant margins reported from public companies positioned as advertising technologies (like retargeting specialists or DSPs). This is not the Xaxis business model.
At Xaxis, since day one, we have said we are neither a trade desk nor an agency. We are the world’s largest programmatic audience company.  We have over 1,500 employees, (260 are engineers), invest over US $50 million annually in our platforms, make forward commitments and take risk on nearly 90 percent of our media.  Our number one priority is to provide advantage to our clients.
With our business, it is simple. If we perform, we help our clients drive their objectives and we keep working.”

Portada: Does publisher direct media buying still make sense in these times?

“If we use technology and data to add value, then yes – most definitely. Data management platforms (DMPs) like Turbine allow advertisers to reach only the desired audience, and not the overall audience. For example, an advertiser can reach only online newspaper browsers that have shown a previous interest in cars, and not to the rest.
Publishers need to invest in technology (and people) to be able to sell programmatically. As impressions become more valuable, eCPMs will likely to go up.”

Portada: What offices are you opening in Latin  America, and which markets do you think have the most potential?

“In programmatic, scale is everything; you need scale for technology and talent investment.  Mexico is probably the biggest and most advanced market. That’s why we started Xaxis LatAm operations in Mexico in 2013. We will open Peru by the end of 2016, and Chile and Uruguay early next year. These markets are in the early stages in development of programmatic and audience planning, so we will probably have the opportunity to leap-frog more advanced markets.”

 

Check out: More on the evolution of programmatic in Latin America;
Programmatic with a Latin Twist: What’s New
Are Latin Publishers adopting Header Bidding: Is the Glass half-full or half empty

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

Click here for previous Latam Changing Places editions

 

descargaGroupM’s programmatic trading company Xaxis announced the promotion of Lucas Mentasti to CEO, Latin America. Mentasti was previously managing director, Latin America and the first employee dedicated to the region. In this role, he successfully launched Xaxis operations in Miami, Mexico, Argentina, Brazil, Colombia and Puerto Rico, building out the Latin America business to more than 250 clients while doubling revenue each year. Prior to Xaxis, Mentasti served as vice president, digital director for Latin America at Starcom MediaVest.

 

 

 

2016-01-29-08-27-327167logo_fill_70Mexican Company Grupo LALA, S.A.B. de C.V. announced the appointment of Alberto A. Arellano Garcia as Chief Financial Officer (“CFO”).Alberto is an industrial engineer from Anahuac University in Mexico, and has a Master’s in Engineering Management from the same business school.

 

 

JK_2012_final_twitter2_400x400Jason Kahner has been promoted to global managing director at Grey, where he will oversee the GlaxoSmithKline account. Kahner has worked on the account for seven years in various roles, but now succeeds Alina Kessel to oversee the account globally. Kessel was recently appointed head of Team P&G for Grey parent company WPP.

 

 

descarga (2)Natalie Kerris is no longer VP, global communications at Twitter after  only six months. Kerris joined Twitter in February after 14 years at Apple, where she rose to senior director of worldwide corporate communications. Twitter chief marketing officer Leslie Berland will oversee the communications department until a replacement for Kerris is hired.

 
IPG MCarlosRojasPEediabrands Latin America has recently announced the appointment of Carlos Rojas as CEO in charge of the group’s operations in Peru. Rojas recently led the start-up Guvera in Latin America. Previously, he served in different positions at Google.

 

 

 

 

 

 

WmeAMySK_400x400F5 Networks has appointed Roberto Ricossa as new Vice President of Sales for Latin America and the Caribbean. Based in Miami, Florida, USA, Ricossa will report directly to John DiLullo, global executive vice president. Previously Ricossa worked as channel and Business Development Director at  Aruba Networks.

 

 

 

descarga (4)Expert Project has appointed Ewerton Lopes appointed as Country Manager of operations in Chile.

 

 

 

 

descarga (3)Red Hat has named Ezequiel Picardo Regional Director of Solutions Architect Group (SA) in the South, Andean, Central American and Caribbean Latin American sectors.

 

 

 

 

 

 

descarga (1) 3358908Leo Burnett Tailor Made Brazil announced that Fernando Sales left his position of vice president of the media arm of the agency. Andrea Hirata will take over from Sales. The executive held the position of Media Director.

 

 

 

Fw_3yNe7_400x400Marcia Neri was appointed VP of planning of FCB Brazil, effective August 15. She will replaced Raphael Barreto.

 

 

 

 

 

What: Programmatic audience company Xaxis announced the promotion of Lucas Mentasti to CEO, Latin America.
Why it matters: Mentasti is promoted from previous role as managing director, Latin America, where he grew business from inception to more than 250 clients across the region.

Programmatic audience company Xaxis announced the promotion of Lucas Mentasti to CEO, Latin America. Mentasti was previously managing director, Latin America and the first employee dedicated to the region. In this role, he successfully launched Xaxis operations in Miami, Mexico, Argentina, Brazil, Colombia and Puerto Rico, building the Latin America business to more than 250 clients while doubling revenue each year.

Additional highlights under Mentasti’s leadership include launching the region’s first fully-featured audience buying platform, introducing lookalike modelling capabilities to the market, and growing the Latin America team from a single employee to a staff of 40. More recently, Xaxis Latin America has rolled out its industry-leading Light TV product, which allows TV advertisers to effectively reach the growing universe of “cord cutters” who are difficult to connect with via traditional television buys. In addition to its existing Latin America locations, Xaxis will open offices in Peru, Chile and Uruguay in 2017.

Prior to Xaxis, Mentasti served as vice president, digital director for Latin America at Starcom MediaVest, where he was in charge of digital products for all company clients in the region. Previous experience includes positions at Havas and DDB in his native Argentina. Mentasti began his career at Boston Consulting Group doing analysis for telecommunications, financial services and heavy industry projects. He received his B.A. in Business Economics from Universidad Torcuato di Tella and M.S. degree in Integrated Marketing Communications from Northwestern University.

“Latin America is one of our fastest growing markets and Lucas has played a key role in establishing Xaxis as the region’s most capable and effective partner for audience-based media buying,” said Xaxis global CEO, Brian Gleason. “He has done a superlative job in driving increased adoption of programmatic among the region’s largest advertisers and we look forward to his leadership as we continue to grow our footprint and capabilities in Latin America.”

“Programmatic in Latin America is growing at a furious pace as major advertisers continue to expand the role of audience-based media buying within their overall spend,” said Mentasti. “The response to Xaxis over the past three years has been enormous as advertisers have seen the jump in performance we are able to deliver in support of their country and region-wide campaigns. I am excited for this new opportunity as we take Xaxis Latin America to the next phase in its development.”

Last year Audience Buying Company Xaxis, a unit of Group M (WPP), announced the launch of operations in Latin America in order to bring Data-driven audience buying to Brazil, Mexico, Argentina and 5 other markets. Portada interviewed Lucas Mentasti, Managing Director, Latin America of Xaxis to hear about his operation has been progressing.

To what extent does Latin American Audience Buying facilitate panregional media buying from one point?
Lucas Mentasti, Managing Director, XaxisLucas Mentasti, Managing Director, Latin America, Xaxis : “From a technology standpoint, audience buying is definitely moving the industry towards a single source solution for pan-regional media buying. The technology and data platforms we have developed are global, which provides economies of scale and allows for integrated multi-national campaigns. However, while the tech resources are centralized, the human part of the equation – the ability to most effectively harness global tools for specific markets – is not. The in-market audience experts play a vital role in ensuring we get the best results in every market we operate in.”

 

What percentage of digital media buying is currently done through a programmatic trading in Latin America? What % do you expect for 2014?
L.M.:  “If we do not consider self-service platforms from Google and Facebook as pure programmatic, our estimates are that between 5% and 10% of big advertisers’ budgets were bought programmatically in 2013. For this year, we expect that number to grow to 15% to 20%. Mexico seems to be taking the lead, with Brazil and Argentina being close behind.”

How do the acquisitions of 24/7 Media, Crystal Semantics and Bannerconnect impact the way Xaxis works in Latin America?
L.M.: “Xaxis is the leading programmatic media and technology company in the world. We have developed and partnered with leading technology companies to create this leading platform. Additionally, we work closely with leading publishers to provide the largest, premium environment in which to execute campaigns for our advertisers. This requires scale and swiftness. Our merger with 24/7 Media provides both of these with an added level of technology development resources and proprietary digital capabilities. The new Xaxis development team will play a key role as we continue to refine and enhance the capabilities of the industry-leading Xaxis Data Management Platform (DMP). Crystal Semantics brings us additional proprietary technology that can match advertising to the meaning of a web page. Using it, Xaxis can better direct ads to appear in relevant context while providing leading brand safety solutions. At the same time, this same technology matches the users to the meaning of the content they are consuming, building the audience portraits we use to target the ads of our clients.”

Mexico is big enough to attract the attention of global marketing departments that define the vision and objectives for the local initiatives. This leads to shorter adaptation time windows between a global decision and local implementation.

Which of the Latin American countries is most developed when it comes to programmatic trading and why?L.M.:  “Mexico, Brazil and Argentina lead the way in terms of innovation and technology adoption. Mexico is generally the easiest market for US-based companies to access because of the closer economic integration between Mexico and the US. Also, Mexico is big enough to attract the attention of global marketing departments that define the vision and objectives for the local initiatives. This leads to shorter adaptation time windows between a global decision and local implementation.”

Portada: Which one is the least and why?
L.M.: “You need a certain scale to operate in the programmatic space, both from the demand side (advertisers, agencies) and the supply side (the publishers). There are human resources investments to be made in the agencies and strong, fixed technology developments to be made from the publisher side.The small countries of Latin America probably don’t have the scale to make this investment profitable in the short run. We are seeing consortiums of local publishers (local newspapers are a classic example) working together to enter the programmatic world, but alignment takes time and effort.”

Portada: What brands have already embraced programmatic trading to reach their Latin American target audiences?
L.M.: “Brands that have strong (and global) measurement systems are the ones that were first to migrate to programmatic. Programmatic outperforms traditional planning in most variables, both for branding and Direct Response. Thus, consistent and detailed scorecard system lead to a bigger adoption of programmatic. Big multinational consumer good products are leading this space. Also, companies that have a measuring component in their DNA, like dot coms or financial institutions have already tested and adopted this space. Mercado Libre and Despegar have always pioneered in this area. American Express is another good example.”