Mercedes Lopez Arratia


We are firing the starting signal to our 2014 Latam Summit on June 3 and 4 in Miami’s InterContinental Hotel. The first  major speakers have confirmed their participation including Annika Blockstrand, Regional Media Director, Mondelez International, Mercedes Lopez Arratia, Head of Digital Marketing and Premium Marketing at Banamex and Caio del Manto, Brand Planning Lead Latin America, Mondelez International. Watch out for announcements about star speakers in the next few days!

2014 Latam SummitMondelez’s Blockstrand’s and del Manto’s tandem presentation will provide attendees a clear understanding about the key relationship between global brand planning and media buying. Mercedes Lopez Arratia, Head of Digital Marketing and Premium Marketing at Banamex has confirmed her participation. Lopez Arratia leads Digital Marketing at Banamex a top 5 advertiser in Mexico. 
Portada’s Latam Advertising and Media Summit is the annual Meeting Point for the Global Latin Advertising, Media and Content World (Latin America, U.S. Hispanic, Spain). The theme of the 2014 Latam Summit will be “Entering the Real Time Marketing Age”. In its sixth annual edition, the 2014 Latam Summit will be a two-day event brimming with fresh ideas, market intelligence and networking opportunities. The Summit can be attended in combination with Portada’s Latin Online Video Forum.

SPECIAL FREE HOTEL NIGHTS OFFER! Attend the Online Video Forum and the Latam Summit for US$ 699 and get 2 FREE HOTEL NIGHTS*!
* For nights of June 2nd and June 3rd, 2014. (Limited Time Offer).

Latin Online Video Forum

Latin Online Video ForumThe  Summit will be preceded by the Latin Online Video Forum.
The Latin Online Video Forum will analyze the enormous potential Online Video has in the Latin marketing and media space (U.S. Hispanic and Latin America), which belongs to the fastest growing markets in the world.

Key Topics/Questions we will explore:

• U.S. Hispanic Online Video usage patterns.
• Addressable TV: how the TV is learning from Digital Media
• Across the 4 screens the latest research on consumption in Latin America on mobiletabletsdesktop and connected TV.
• Platform Agnostic buying in the U.S. Hispanic and Latin American markets
• Online Video 101: The Key Metrics, Advertising types, product integrations and more…
• Should Latin publishers and agencies embrace programmatic video trading?
• Does repurposed broadcast content work for online video?

Register at early bird price here!

Key marketers presenting at Portada’s Foro Mexico de Publicidad y Medios debated on the outlook for the Mexican Advertising and Media market in 2014. While they did not have a uniform message regarding their expectations for 2014, there was almost unanimity about their 2014 marketing objectives, which strongly emphasize digital marketing and advertising.

Portada Mexico panelPanel moderator Santiago Duran, Digital & Catalyst Director, Havas Media Mexico asked each of the panel participants for a figure that best describes their 2014 objectives. Duran answered the question himself by saying that his own objective is to increase the digital business of his agency by 18%. In addition, Duran mentioned a study on the “Future of Media” to be presented by Havas tomorrow. The study will reveal that digital will be second media most used as advertising vehicle in 2014, after TV and before radio and print advertising.

Alicia Trujillo, Social Media & Strategic Projects Supervisor/eCommerce, Wyndham Worldwide/RCI noted that worldwide her company has the objective of increasing the online share of overall travel related products to 55%Rosa Maria Grados, Marketing Director-Mexico, Central America and Caribbean, Blackberry noted that her main objective is to increase the amount of activated phones (both smartphones and regular cell phones) by 5%. Digital Marketing will play an important role in achieving that role. Alejandro Aleman, Director de Mercadotecnia Digital y Premium Marketing, Samsung said that the figure “1” epitomizes his main 2014 goal as his company intends to mantain its leadership in innovation and in smart phone market Portada Foro Mexico Attendeesshare.Mercedes Lopez Arratia, Head of Digital Marketing and Premium Marketing at Banamex, a top 5 Mexican advertisers, noted that she does not have a figure, but her main goal is to improve the efficiency of Banamex digital media campaigns. In 2014, these campaigns will be less branding and more performance and online sales oriented.



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