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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!)

Mobvious Media has announced the appointment of George Ruiz to the position of Midwest Sales Director. In this position, Ruiz will help lead the Mobvious business in the Midwest region. Ruiz will report to Heidi Corn, Vice President of Sales.

 

 

 

 

 

Henry Zamarripa, hitherto Sales Director, Latin America at Oath, is taking new responsibilities within Verizon Media, he is still in charge of sales in Latin America and emerging markets, as well as responsible for negotiations with different partners in the region.

 

 

 

 

 

Havas Canada is appointing Melody Adhami, the agency’s current COO as CEO, replacing current CEO Tom Olesinski, who is leaving the organization after a short transition period. Adhami will oversee the creative business in Canada, reporting to North America Chairman and CEO Paul Marobella.

 

 

 

 

Nobox has tapped Marcus Kawamura as Chief Creative Officer to drive brands’ engagement with consumers by generating big ideas and delivering them on multiple platforms. Portada conducted an exclusive interview about this opportunity; read more here.

 

 

 

 

Camila Jiménez-Villa, the former CEO of Univision’s production studio Story House Entertainment, and Silvana Aguirre, creator and showrunner of “El Chapo,” have teamed up to launch their own production company, reported Media Moves. Called The Immigrant, the company will be based in Los Angeles and Miami and produce premium content in the U.S., Latin America and Spain, focusing on multicultural stories and talent that will appeal to international audiences.

 

Code Worldwide New York has hired Meg Columbia-Walsh as its first US president. She will be responsible for expanding Code’s remit into advanced technologies for marketing automation and personalization in the US.

 

 

 

 

 

Tommy Hilfiger has confirmed the departure of Avery Baker as Chief Brand Officer in June.

 

 

 

 

 

 

What: Miami-based agency Nobox has tapped Marcus Kawamura as Chief Creative Officer to drive brands’ engagement with consumers by generating big ideas and delivering them on multiple platforms.
Why it matters: Rapidly shifting technology requires brands to speak with consumers on multiple platforms, but Kawamura says engaging consumers requires deep brand understanding, big ideas, and the ability to entertain and react quickly to opportunities.

Nobox has been helping brands deliver their messaging to consumers since 2001. Founder Jayson Fittipaldi has stewarded the agency into the digital age, from email marketing to online video, social media and beyond. Now Nobox is ready to expand its “digital first” expertise with a focus on mid-sized companies in the US, helping CMO’s struggling to juggle content and creative with the demands of the myriad of technology platforms available for reaching consumers.

Portada caught up with Fittipaldi and newly appointed Chief Creative Officer Marcus Kawamura to discuss their insights into the maelstrom of digital opportunities for delivering brands’ connections with consumers and how the agency is positioning itself to add US clients to its impressive portfolio of international brands in Latin America and the Caribbean.

Portada: What’s Nobox’s unique perspective on the marketing landscape today?

Jayson Fittipaldi: It’s not all about interrupting what people are doing with your brand message. It’s about becoming what they are doing. The brand becomes the reason for the consumer to be online and entertained. The engagement value of what we do is always very high. The content we put out there is not going to take you away from your Instagram experience, it’s going to be part of the reason you are on Instagram. We shape ourselves to be that nimble. What Nobox is looking to do now is to link our digital and content expertise to ensure that the big ideas we develop for brands work across all platforms. Marcus is going to provide the big ideas that will serve as each brand’s foundation for its messaging across all platforms. With this new role, Marcus will take over creative leadership of the agency, something I have been responsible for since the agency’s inception in 2001.

Portada: Marcus, tell us about your background and your strategic goals for Nobox.

Marcus Kawamura: Originally from Sao Paulo, I’ve spent 20 years working at top creative agencies in Brazil such as AlmapBBDO, working on global accounts such as Volkswagen and Visa. I moved to the US in 2015 to work for Crispin Porter Bogusky (CPB) to work on the automobile brand Infiniti as its Global Creative Director and then in 2017 as Executive Creative Director at CPB Miami office to handle Letgo – the online second-hand marketplace app company, Aspen Dental, Embraer and Bauducco. My goal for Nobox is to use profound knowledge of our brands, from the inside out, to create big ideas for stunning work no matter what channel it’s delivered on. We are all content creators. It doesn’t matter what the channel. You have to reach the consumer as efficiently as you can.

The two-way interaction that brands have to engage in today has created a fluid and agile relationship between us as the agency and the brand, transforming the entire way we do creative.

Portada: What makes marketing different today, than say it was when we only had access to traditional media?

Marcus Kawamura: Brand messaging to consumers was traditionally one way. That’s totally changed. Today you have to engage and interact with consumers, and be ready to react to how they respond. You have to be tuned into not only how consumers receive brand messaging, but how they reply. It requires a dynamic approach and you have to be fast to react. It requires flexibility, agility and efficiency. The two-way interaction that brands have to engage in today has created a fluid and agile relationship between us as the agency and the brand, transforming the entire way we do creative. It has to be faster, more reliable and we need to apply an entrepreneurial quality to all of our work.

Portada: What’s Nobox got its sights on for 2019?

 Jayson Fittipaldi: We have a well-established portfolio of major brands, including Marriott, Gatorade, PlayStation, Sheraton, PepsiCo, Netflix and Memorial Health. We’re looking to focus on mid-sized brands in the US. CMOs at mid-sized brands are struggling to keep up, juggling the media buy with social content and how to work under one cohesive strategy. We work to understand the brand from the inside out so we can provide a strategic road map on what we think the big idea can be, and deliver the content on different platforms. We manage the complexity and make it easier for the client to navigate.

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

 ::: Alexandre Hohagen, Pedro Cabral – Nobox ::: Scripps Networks Interactive – Eduardo Hauser ::: Barbara Miller – FLUVIP  ::: Facebook – Alejandro Zuzenberg, Carla Lanzillotta  ::: Alejandro Fishman – Yahoo! ::: Pablo Armagni – Telefónica Group  ::: McCann Buenos Aires – Rafael Quijano, Darío González, Enrique Gray, Soledad López, Luisa Goldaracena, Constanza Brigante ::: General Electric Latin America – Rafael Santana ::: Laura Zubeldia – Microsoft :::

Click here for previous Latam Changing Places editions

descargaAlexandre Hohagen, former CEO of Google and Facebook in Latin America and US Hispanics, is joining Nobox, a full-service marketing agency to continue developing its strong Latin America business, as CEO and Partner. Hohagen will bring his experience with advertising and technology in these markets with the goal to further enhance the agency’s relevancy and footprint for its marquee clients including Netflix, PlayStation, Hotel Tonight, Marriott, Copa Airlines, Royal Caribbean and Volkswagen.Read more.

In addition to Hohagen, Pedro Cabral, founder and former CEO of Agencia Click in Brazil and former Chairman of Isobar Global, will become the new Chairman and Investing Partner.

descargaScripps Networks Interactive has announced the appointment of media and technology veteran Eduardo Hauser to the position of Managing Director, Latin America and the Caribbean. Hauser joins the company on March 7 and will be based in Miami.Read more.

 

 

Barbara 1Barbara Miller has accepted a new position as VP, Sales and Marketing at FLUVIP, a programmatic platform for Influencer Marketing in the U.S. Hispanic and Latin American markets. Previously Miller worked at Latina.

 

 

 

vvvAfter having served as Director for the Southern Cone at Facebook for 4 years, Alejandro Zuzenberg has announced that he is leaving the corporate world to start a career as an entrepreneur.

 

 

mmmmAfter nearly 4 years at Facebook, Carla Lanzillotta has left her position as commercial director of vertical technology market to joined OLX as director of ad sales and operations.

 

 

 

vbvbvAlejandro Fishman, former country manager of Yahoo! Argentina, told Portada editorial team “after more than 20 years working as an employee for big companies, this is a unique moment I wish to truly enjoy as it won’t probably happen again. It is important for me to take the time necessary to figure out what I really want do and where do I want to go, so I can choose what it is best for me, personally and professionally.”

 

descargaPablo Armagni will head the Communications and Images Board of Telefónica Group, reporting to Alejandro Lastra, director of Communication and Institutional Relations. In this new role, Armagni will define Internal and External Communications policies, Brand Management, Advertising, Sponsorships and Media of all companies within Telefónica Group in Argentina.

 

 

arg.McCann_StaffRafael Quijano and Darío González have joined McCann Buenos Aires as creative directors.They will report directly to president and DGC, Juan Manuel “Chavo” D’Emilio, according to Adlatina. They will handle the accounts portfolio that includes brands such as Nestlé, MasterCard, Beauty Team L’Oréal París and Zurich Seguros, among others.

Enrique Gray joins the finances area as the agency new CFO.

In addition, Soledad López, Luisa Goldaracena and Constanza Brigante have been appointed Account directors. Lopez will handle MasterCard, Nestlé, and Zurich Seguros; Brigante L’Oreal Paris Beauty Team; and Goldaracena will take over a new client.

santanaGeneral Electric Latin America has chosen Rafael Santana, an executive with over fifteen years of experience in the company, to consolidate its position in LatAm. Santana comes from heading Turbomachinery Solutions, part of GE Oil & Gas. The executive will be based in San Pablo, Brazil. Prior to joining GE, Santana held leadership positions in ExxonMobil and British American Tobacco.

 

descarga (1)Laura Zubeldia is Microsoft new Marketing Director for Argentina and Uruguay.The executive has over 22 years of experience in the area and has been in Microsoft for 9 years. Zubeldia will be in charge of implementing strategic coordination and marketing plans in different segments of the LatAm market.

A summary of the most exciting recent news in advertising technology in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

U.S./U.S. HISPANIC MARKET

TWITTER MADE A BIG ACQUISITION: It’s been reported that Twtwitteritter paid $479.1 million to acquire ad-tech firm TellApart earlier this year, with $395 million of that recorded as goodwill. This is $52 million less than the original price tag, thanks to the company’s declining stock value. The real dollar amount of the acquisition only got reported in the last filing of Twitter with financial regulators.

Former commercial director at Pandora Jon Stubley is now directing the Australian office of LA-based, in-image ad start-up GumGum. The digital marketing platform mixes display and native advertising through patented algorithms that look for tags and keywords and scan visuals to create campaigns for clients.

NATIVEX ACQUIRED BY MOBVISTA: Mobile game and app startup NativeX is being acquired by Chinese mobile ad platform Mobvista for about $24.5 million. NativeX has more than a billion users on 1,000 publishing networks, and Mobvista claims to have 10 billion daily impressions and a user database covering two billion devices.

WPP has announced that its operating network Millward Brown, which specializes in communications and research, has acquired market research firm Analytics Quotient, which uses data to help clients define their advertising strategies through data visualization tools and analysis. The firm has 400 employees and works with large commercial and hotel brands.

Japanese e-commerce firm Rakuten‘s marketing department has acquired ad-tech startup Manifest Commerce Inc. in its effort to increase their ad targeting and serving capabilities on social media. Manifest helps retailers advertise their products online through Facebook and Google, and has worked with companies like Neiman Marcus Group Inc., Gilt Groupe Inc., One Kings Lane and Living Social, Inc.

LAT-AM MARKET:

FROM FACEBOOK TO NOBOX: Alexandre Hohagen, former CEO of Google and Facebook in Latin America and US Hispanics, is joining Nobox, a full-service marketing agency, to develop its Latin America business as CEO and Partner. One of his main goals will be enhance the agency’s relevancy and footprint for its clients including Netflix, PlayStation, Hotel Tonight, Marriott, Copa Airlines, Royal Caribbean and Volkswagen. 

cisneros-chLeading Brazilian DMP (data management platform) and Behavioral Data firm Tail Target and Cisneros Interactive, Cisnero‘s digital advertising investment branch, has announced a joint venture launching Tail Target Latino, which will operate in both the U.S. and Latin America. The deal will help the two companies offer better DMP solutions, data on navigational behavior and support in clients’ native languages.

ADTZ BUYS GLOW DIGITAL: Latin America and Europe-based social media advertising firm ADTZ has acquired Glow Digital Media, a London-based paid media firm. The combined entity, which will operate under the name ADGLOW, will offer its services through an extensive network of offices in Barcelona, Bogotá, Hong Kong, London, Milan, Mexico DF, New York, San Francisco and Singapore, with its headquarters in Madrid.

BRAZIL TO SURPASS MEXICO IN OTT REVENUE: Apparently, Brazil will surpass Mexico in OTT revenue by 2018. eMarketer claims that Brazil’s OTT market should grow by 33% annually, and that while Mexico’s OTT revenue should jump from $276 million in 2015 to $454 million by 2018, Brazil’s should increase from $180 million to $462 million. Argentina‘s should increase from $45 million to $113 million in that time span.
 

What: Alexandre Hohagen, former CEO of Google and Facebook in Latin America and US Hispanics, Pedro Cabral, founder and former CEO of Agencia Click in Brazil and former Chairman of Isobar Global, are joining Nobox, a full-service marketing agency.
Why it matters: The executives  will continue developing Nobox’s Latin America business. Hohagen as CEO and Partner and Cabral as as new Chairman and Investing Partner.

descargaAlexandre Hohagen, former CEO of Google and Facebook in Latin America and US Hispanics, is joining Nobox, a full-service marketing agency to continue developing its strong Latin America business, as CEO and Partner. Hohagen will bring his experience with advertising and technology in these markets with the goal to further enhance the agency’s relevancy and footprint for its marquee clients including Netflix, PlayStation, Hotel Tonight, Marriott, Copa Airlines, Royal Caribbean and Volkswagen.

In addition to Hohagen, Pedro Cabral, founder and former CEO of Agencia Click in Brazil and former Chairman of Isobar Global, will become the new Chairman and Investing Partner, joining Co-Founder Jayson Fittipaldi, who will remain as Chief Creative Officer. Carlos Garcia, Co-Founder and former CEO of Nobox will remain a partner and advisor on innovation as he leads a new venture in marketing tech.

“Nobox’s work for some of the world’s leading brands, bringing relevant digital strategies to Latin America, made it quickly the most consistent digital agency in the region. We were attracted to Nobox because of the combination it brings of creativity and technology, to achieve amazing results for its clients. We are thrilled to be part of it,” Hohagen said.

“Through the way Nobox approaches marketing, we are able to deliver solutions in a broad way, allowing us to eliminate media waste; and that is crucial for Latin America companies today,” Cabral added.

2016 Agenda

Nobox is a full-service marketing agency with more than 15 years in the market. With a clear focus on digital and social, Nobox supports brands to achieve their objectives online and beyond.

In 2016, Nobox has the opportunity to continue developing in the US Hispanic and Latin America region, even though some markets are going through tough times.

“The experience that Pedro brings in digital, along with the knowledge in performance marketing and success that Alexandre has reached spearheading the launch of both Google and Facebook in the Latin American and US Hispanic markets, are the perfect combination to take our work to the next level,” said Fittipaldi.

Growth is a big objective to Nobox, which will now broaden its offering as part of the considerable change ahead. In 2016, Nobox has the opportunity to continue developing in the US Hispanic and Latin America region, even though some markets are going through tough times: “We see a big opportunity in Latin America. We believe that now is the perfect time for us to grow, especially as some markets struggle. Our approach is very much focused on impact and results; and that’s exactly what clients will be focused on moving forward,” Hohagen said.

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