Mindshare Argentina


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A+E Networks has appointed Francisco Guijon as senior VP for the Americas. Guijon will report to Edward Sabin, the executive managing director of international at A+E Networks. Based in Miami, Guijon will be responsible for managing the profitability and expansion of A+E’s  channels and media assets in Latin America and Canada, including the day-to-day relationships with the company’s partners and businesses in the region. He joins A+E Networks from Liberty Global’s VTR Chile, where he served as programming, content and ad sales director.


Mindshare Argentina is restructuring and has made some changes:

Consolidating the vice-presidents’ structure, Martín Lammardo will continue leading the new business and international accounts department while Florencia Trigo will be responsible for services and product development. They will both report to Pablo Iesulauro, CEO of Mindshare Southcone.

The planning teams will continue to be led by account managers, who are also responsible for customer service: Mariela Campelo, Yamila Finkelstein, Marcela Fraga, Mercedes Furelos, Samanta Gómez, Erica Macovits, Luciano Palazzo, Miriam Rossi and Camila Urrutia.

Leandro Ferrero will be in charge of the content team, Content +.

Adriana Vigil returns to the agency, after working at GroupM, to support the ideas development and production department. Vigil will be also responsible for marketing and PR.

Mariela Jaimes joins the agency’s trading team.

Andrea Salinas will continue to lead the agency’s operating area.

Microsoft Argentina has appointed Marina Hasson as Partners, Corporate Customers and SMEs Director.




José “Lolo” Longinotti is stepping down as President of DDB Group Southern Cone as from next month. He will be replaced by Fernando Capalbo, who has 25 years of experience in the industry and has been leading OMD Argentina for the last 10 years.





Del Campo Global is the recently launched company of Pablo del Campo. After almost two years of “non-compete” Pablo returns to the arena, with this new venture that unites his two biggest passions: advertising and entertainment. Del Campo Global will be dedicated to the development of sustainable content for brands generating strategies and actions created specifically for a client and also where brands will be able to choose to adhere to a specific project, always based on their business objectives and needs. With headquarters in the Palermo neighborhood –Buenos Aires- and with international projection, Del Campo Global is accompanied by director Javier Vázquez.


A.M. Best, a global insurance rating and information source, announced that Manuel Agustin Calderón de las Heras has resigned from his position as managing director of A.M. Best to pursue other opportunities.Mr. Calderón de las Heras has been with A.M. Best for the last two years, and in that time has contributed to the success of A.M. Best’s presence in Mexico.Andrea Keenan, senior managing director and head of industry relations, who has served A.M. Best in numerous leadership roles throughout the Americas, will oversee the Mexico operations during the transition period.




Ezequiel Rocino is McCann Buenos Aires new Creative Director.




Wunderman Argentina has announced the appointment of Matías Martty and Tato Lavandera as Creative Directors. They both join the team of creative CEOs Dany Minaker and Patan Tarazaga.

Lavandera has been part of the agency for almost three years.

Martty comes from Grey Argentina, where he was Creative Director.




A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the market and/or targeting Latin American consumers right now.

To subscribe to Portada’s Interactive Database of Marketers targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com.

For prior Sales Leads LatAm editions, click here.

  • Midea

descargaMidea, a global leader in air conditioning and appliances, present in more than 150 countries, will invest US $30 million in expanding its business to Latin and Central America. The operation’s headquarters will be in Miami, where the the project is officially being launched today  ,January 23, at the Pullman Hotel. The company, with worlwide revenues of over US $ 22 billion and, more than 20 factories and 124 thousand employees, aims to reach a key area for its global expansion strategy, Latin America and the Caribbean, which in 2016 only, had a volume of 12 million units sold.Currently, Midea is present in the region in Brazil, Argentina and Chile, through the joint venture with American Carrier. Midea will market air conditioners; heaters, fans and humidifiers; water heaters; complete kitchen line; small appliances; vacuum cleaners and laundry line. The products will be produced in factories in China and Brazil.

  • Marriott Inc.

mmmmMarriott International has selected JeffreyGroup as its PR AOR in Latin America after a competitive pitch that began in mid-October in which five firms participated. Budget information was not disclosed.The agency will manage corporate and brand communications for Marriott International and its 20 hotel brands in the region. It will also support Marriott on press trips, events, influencer management, and property-focused initiatives.The agency’s pan-regional team in Miami will be leading the account work, and its offices in Mexico and Brazil are providing full-time support.Marriott operates more than 200 properties in 33 countries and territories in Latin America, with plans to grow that to close to 300 by 2020.In September, Marriott acquired Starwood Hotels & Resorts Worldwide and its 11 brands including St. Regis, W Hotels, Westin, and Sheraton for US$13.6 billion. Other JeffreyGroup clients include Airbus, American Airlines, Johnson & Johnson, and Sony. Mediaedge (MEC( is Marriott’s LatinAmerican media agency.

  • Merck

merck_consumer_healthcareMerck’s Consumer Healthcare division has appointed Publicis Media’s Starcom as its global media agency following a competitive pitch. The agency will take full responsibility for the division’s brands across all the markets in which it operates including Neurobion, Bion3, Nasivin, Seven Seas, DoloNeurobion and Femibion. Recently, Starcom won Mars global media planning business while Mediavest|Spark won KFC’s and MTV’s US media accounts.







  •  Telecom

descarga-1GroupM’s Mindshare Argentina has been appointed Grupo Telecom media agency of record following a competitive pitch that began last November. Mindshare wilMindshare will start working immediately for the telecommunications company, which until now was working with Quiroga Medios for its’ media business.

To get detailed contact information about the decision makers behind these campaigns and access an interactive database of more than 2,500 marketers targeting LatAm consumers, please contact Sales Research Manager Silvina Poirier silvina@portada-online.com to activate your subscription.

  • Meliá Hotels

descarga-3Meliá Hotels International will be launching its Gran Meliá luxury brand in Brazil this March with the official opening of Gran Meliá Nacional Rio.Located in Rio de Janeiro’s most exclusive neighbourhood, São Conrado, the hotel will be the brand’s flagship property and will open its doors following extensive renovations to its original structure.Meliá Hotels International already has 17 hotels in the country’s top tourist destinations, including Angra dos Reis and São Paulo, with three new hotels set to open in 2018.



  • Hard Rock

descarga-2Hard Rock International announced plans to bring the Hard Rock Hotels experience to Costa Rica with the all-inclusive Hard Rock Hotel Papagayo, Costa Rica. Hard Rock, in collaboration with Sunwing Travel Group, is set to open Costa Rica’s first Hard Rock Hotel by early 2019. With Hard Rock and Sunwing Travel Group’s shared vision of providing authentic experiences in word-class destinations, this new partnership paves the way for potential collaborations in both the Caribbean and Latin America.



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

 ::: IBM – Diego Calegari  ::: Schneider Electric – Sebastian Brunno  ::: Mindshare Argentina – Florencia Fórmica  ::: Danilo Castro- FCB Brazil  ::: Santiago Sarni, Rodrigo Luque – Don :::

Click here for previous Latam Changing Places editions
ITSitio_LibrodePases_DIEGO-CALEGARI_300IBM has named Diego Calegari Chief Information Officer for Argentina. Based in Argentina, Calegari will lead the technology units to support the company’s business objectives and operations, in line with IBM’s strategy globally. He held various positions within the company since joining as a young professional in the Distribution System support area, first with responsibility in the country, then as South America and Latin America manager.


descargaSchneider Electric has announced the appointment of Sebastian Brunno as director of the IT Business Unit for Argentina, Paraguay and Uruguay. Brunno  will report to José Luis Valdellora, president for Argentina, Paraguay and Uruguay, and will be responsible for leading the marketing and sales teams of the company within the IT Business business unit.




descarga (3)Mindshare Argentina has appointed Florencia Fórmica Head of Platforms for the FAST team. Formica will cover digital trends in platforms and will give customers an insight on the next steps in industry. The executive has business administration degree from San Andrés University. In 2014, she joined Xaxis where he served as coordinator of GroupM programmatic buying unit.



descarga (1)Danilo Castro is the FCB Brazil new media director. Castro has held significant positions in agencies like Euro RSCG, where he worked for eight years, JWT, McCann Erickson and Talent. At FCB Brazil he will handle media for the Nivea account.



descarga (2)After having served as account VP at Havas Worldwide Mexico, Santiago Sarni returned to Argentina to become CEO of agency Don. Sarni had worked in the agency as brand managing director some years ago. Sarni also worked at Grey, Publicis, BBDO, Santo and La Comunidad.


2e0666bOn the other hand, Rodrigo Luque has also joined the agency to work along with Mariano Ricciarelli in the operational management.





Check out Lorena Hure’s Digital Bites column for more Breaking News about Changing Positions!

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

::: Omnicom Media Group Mexico –  Sandra Ramirez, Patricia Martinez, Diana Arboleya-Comas ::: Mindshare Argentina- Ariel Pelliza ::: Teads – Javier Silva::: John Sintras, Mat Baxter – IPG Mediabrands ::: Javier Suso – Grey Spain :::

Click here for previous Latam Changing Places editions

46b1cc323b4965eda0a1ad6fc080448a_400x400Omnicom Media Group Mexico has announced significant changes and appointments, as well as a new OMG operations area. In addition, it was established that Trading & Operations is an area that will serve the two agencies of the group: OMD and PHD. The new executive announcements are listed below.



365db06Sandra Ramirez, former OMD Mexico Managing Director, has been promoted to Head of Trading & Operations at Omnicom Media Group Mexico. Sandra will be responsible for negotiating with media seeking a better deal for brands and to improve relationships with them.



martinez-15Patricia Martinez is OMD Mexico new CEO. Patricia, a communications expert with over 25 years’ experience in advertising and media industry, will replace Sandra Ramirez. She has led Mediacom’s strategic areas, as VP of Strategic Planning and Insights / Insights/Regional Managing Partner LATAM (where he also served as Group Director for P&G); as Director of Strategic Communications and Universal McCann, where he lead the Media Intelligence area.

descarga (1)Diana Arboleya-Comas joins OMD Mexico as Director of Strategic Planning for OMD, reporting to Shawn McDonough, Strategy Director of the Group. She was part of the media research area at IBOPE AGB and later, she was TGI Director at Kantar Media researcher. More recently, Diana collaborated with TVAzteca / Grupo Salinas in market research.



descarga (2)Mindshare Argentina has announced the appointment of Ariel Pelliza as its new Director of Business Planning Insights & Analytics.The executive will lead the area’s team that delivers support in the development of strategies for brands and research ad-hoc projects.32-year old Pelliza has a degree in Advertising from Universidad de Palermo. He joined Mindshare Argentina in 2005 and a year later,he joined the area of Business Planning, a team which he has been coordinating since 2010.


16a1a72Teads has announced the appointment of former VC Multichannel executive, Javier Silva, as the Business Director for their new office in Colombia. Silva joins Teads with more than 10 years of experience in advertising, and will play a crucial role in leading and developing Teads’ growing business in Colombia with the objective of becoming the leading video advertising platform in Latin America. This addition to Colombia comes within months of new appointments to both the Brasil and Argentina offices reflecting the rising demand for viewable video advertising.


descarga (3)John Sintras has been appointed president, global business development and product innovation at IPG Mediabrands.



descarga (5)Mat Baxter was appointed global chief strategy and creative officer of IPG Mediabrands New York team.In his new role he will take control for the network’s overall strategic product.

They will both will report to worldwide chief executive Henry Tajer.

descarga (4)Javier Suso
has been appointed CEO of Grey Spain. He will replace John Lynn who is assuming a new role as regional leader for Y&R and Wunderman across Latin America.Grey Spain servs clients such as Procter & Gamble, GlaxoSmithKline, Vodafone, Allianz, Volvo, Domino’s and Big Cola with capabilities across the whole communications spectrum.Javier comes to Grey from VCCP Spain.

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