Montserrat Santaella, International Promotion Manager at Grupo Posadas, the largest Mexican hotel company is the latest addition to our Foro Mexico de Publicidad y Medios tomorrow in Mexico City’s Hotel Presidente InterContinental. Other major speakers include Ricardo Rivera, Head of Marketing, Volaris, Eduardo Angulo, Marketing Director México, Unilever, and Edson Noyola, Director, Cerveza Victoria.
Grupo Posadas owns, leases, operates and manages 110 hotels and resorts for 6 different brands in 45 cities in Mexico and the United States. Mexico’s largest hotel company is expanding north of the border, aiming to open up to 10 luxury hotels over the next five years in U.S. cities with large Hispanic populations and ones that attract Latin travelers, The Wall Street Journal reported earlier this year. Santaella will participate in a session on how to market Mexican products and services on both a national and international level together with Edson Noyola, Brand Manager at Cerveza Victoria, Javier Chanfreau, CEO,Medula Network and Santiago Duran, Media Strategy Lead – Spanish LATAM, Google.
Portada’s editorial team thanks all attendees and speakers for having made the #PortadaMex an outstanding event. We are proud to contribute to the development of the Mexican and Latin American marketing and media industries.
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During the 4th Annual Foro Mexico de Publicidad y Medios (#PortadaMex) held last Tuesday in Mexico City, Daniela Martinez, senior vice president of Corporate Strategy, Research and Sales Management at A&E, was the moderator of : El perfil del consumidor masculino en América Latina panel ( Male consumer’s profile in Latin America), Major Mexican and Latin American brand and agency executives participated in the panel: Aurora Sanabria, VP of Planning of J. Walter Thompson Mexico; Lorenzo Ruiz, General Director of Tommy Hilfiger Mexico; Jorge Inda, Marketing Manager of Corona,Grupo Modelo; Eduardo Alvarez Franyutti, Group Manager, Personal Care at P&G; César Coletti, VP Marketing, History Channel; and Ricardo Cuellar, VP Business Planning, Mindshare.
“With 15 years experience in working in Mexico, I have always thought that this was one of the most traditional cultures, but it is not. Nowadays, the country has changed: there are more women in the workplace and doing activities, in which usually men were involved,”, said Daniela Martinez, senior vice president of Corporate Strategy, Research and Sales Management at A&E, when she opened the panel.
Martinez added that men are History Channel’s main audience. “We are constantly conducting research and analysis to understand what their interests are, how we should approach them , every type of men: dads, friends and others . So, last year we finished a global study called Dudeology, which covered 18 countries, 5 of them in Latin America and 2,000 interviews were conducted in Mexico. The results were conclusive: women have taken a more central role.”
“We grouped the final results into 5 main categories, which I’ll be using to guide the panel discussion so that everyone can share their experiences of how to manage and take advantage of these opportunities that “the new men” are offering , Martinez noted.
The multidimensional man
The household man
The man concerned about his appearance
New male roles
The virtual man cave
1.The Multidimensional Man
Reflects how boundaries between genders have been erased. Men’s roles and priorities have expanded, seeking greater balance between their personal and professional lives. Nowadays, men are able to provide and also nurture, they can have a competitive spirit and also be considerate to other persons. It is not just an external change, it is also internal. These days, men and women are the same level in Mexico. Priorities and roles have changed, and this has been agreed.”
Aurora Sanabria: “Surely, this multifaceted man is not something that existed 20 years ago. Two thirds of respondents’ felt responsible not only about the physical well-being of their children, but also the emotional well-being. Some women already earn more than men do. So when it comes to prioritizing, men often spend more time with their children; and this situation is leading men to question many parts of their life.”
Many brands and products have been approaching the Multidimensional Man: As the following video (part of Cherrios campaign) shows:
How is this multidimensional man perceived by P&G? Eduardo Alvarez Franyutti has been behind several campaigns for products including diapers. Moderator Daniela Martinez asked him how he has been communicating or reaching out to this new man?
Eduardo Alvarez Franyutti : “How did this all start? “Some time ago, women represented only a 10% of the workforce; nowadays it is 50%. For that reason, nowadays roles are shared. It happens in all aspects of life: from family care to who is in charge of going to do the shopping. This has changed a lot given women’s integration into the labor force. Today, Father’s Day and Mother’s Day are equally celebrated, and this also implies that men are now allowed to be emotional.”
Not to fall behind, its’ competitor Huggies also developed a campaign that appeals to the emotions of Latin American 21 century men:
How has History Channel refined its content strategy to reflect these blurred lines between the genders,? Daniela Martinez asked.
César Coletti: “It was easier before, when we targeted the type of man who usually gathers with friends, but today’s man is more complex. There are new programs aimed at a complex man, where the family already has a central role. This is a more intellectual man who communicates differently. This represents a great business opportunity. Communication is more complex: is about understanding and responding to different stimuli.”
Lorenzo Ruiz: ” It is a privilege to now be able speak to a man who has incorporated concepts such as lifestyle, health care …and is no longer a caveman, but emotional. The challenge arises out of the unpredictability of men. For Brands, speaking to a multifaceted man is challenge.”
2.The household man
“Responsibilities have been expanded; housework is no longer just for women. Men agree on women leading important positions in the labor force, and being the main source of income for their households. Now men are portrayed as capable of doing housework.”
A&E’s Daniela Martinez asked how Mexican beer giant Grupo Modelo is dealing deal with the new “household man”?
Jorge Inda: “This is a very exciting moment for marketing. There has been a role alteration never seen before, which has redefined masculinity, and connectivity has also been influenced by this redefinition. Everything is monitored and exposed. The man is becoming less stereotyped, less cliché.”
Ricardo Cuellar: “Internet has changed the world and, of course, men as well. Nowadays men share what they cook and how they have a break up with their girlfriend. It doesn’t longer matter to be the strongest and most athletic male, but to be different. So you have to adapt and be creative, not just with the message but on how media strategies arise.”
César Coletti: “It is all about the content. Some things do not change. It would be very unlikely to see a tough biker shed a tear; that’s the old concept. But the new man has no fear of shedding any tear.”
Eduardo Alvarez Franyutti: “One must be aware of product lines: A different environment is a challenge on how to sell products. Today it is more important to remember what this product does. Today’s messages are differentiated and there are different manners to reach different groups of buyers.”
3- The man concerned about his appearance
According to Paulo Stephan, CEO of Talent, one of the largest agencies in Brazil, and author of “Los hombres cambiaron” (Men have changed), the change in men regarding their appearance stems from an internal change to be more healthy. Another driver for the concern about their appearance is the competition with other males.
Eduardo Alvarez Franyutti: “P&G has launched many specific lines for men, emphasizing the importance of appearance. According to a study by Gillette, 43% of men in Mexico shave parts of their bodies that are not their beards … Macho, metrosexual? Maybe it’s the neosexual, which is the male that innovates, although they would not admit it.”
Aurora Sanabria: “It’s a matter of communication. Nowadays we can only talk of those clichés and stereotypes.”
Lorenzo Ruiz: “Before one thought of more general offers; today offers are individualized. We cannot treat consumers like idiots. Today consumers are informed. Men have already left traditional brands.”
4.New Male Roles
“This brings me to talk about new male models used in TV, ads, etc. Ancient rude supermachos are now shown from a different perspective,” Daniela Martinez noted in order to get the panel to talk about the fourth perspective (“New Male Role”).
Jorge Inda: “This is empathy. To communicate with today’s men you must speak of their passions, in a relevant and contemporary way.”
“The identity is generated in social networks. It is about approaching today’s man from the perspective of the role he plays in society.”
An example is the below campaign”No te hagas güey”, which doesn’t talk of stereotypes but to be responsible.”
5-The virtual man cave
Men are still men, still talking about sports, women, technology … but now their conversations also go further. At the same time, they no longer have much time to meet, so they take advantage of virtual interaction.
César Coletti: “The conversation is wider, especially in networks where there is a higher and more passionate interaction. Yesterday’s Formulas do not work today. Men talks are different and not so simple.”
Aurora Sanabria: “We should consider the pattern of new families. The traditional family is not so traditional. At the age of 60 a new sweet phase of life begins , people fall in love and marry again.. While all changes in men are true, the cave is still there. There is an inherent thing. Men like to enjoy the basics, the testosterone. They like women, play soccer, the basics.”
The Mexican economy is undergoing major structural changes. What impact will these changes have on economic growth and, particularly, on the advertising and media market? To shed light on the above questions, our Annual Foro Mexico de Publicidad y Medios (#PortadaMex) included a high quality panel on “El mercado de la publicidad y medios mexicanos en 2015.Las expectativas.” (The mexican advertising and media market in 2015.What to expect.) The panel was moderated by Santiago Duran, Digital & Strategy Group Director, Havas Media; and also includedLeonardo Zúñiga, Business Group Manager Automotive, Aftermarket Division, 3M; Lucas Mentasti, Managing Director Latin America, Xaxis; Jorg Nowak, VP Emerging Markets, YuMe, and Abraham Geifman, Marketing and E-Commerce Solutions Consultant, IBM. Below a summary of the main things these major players had to say:
Santiago Duran: A political panel is not an easy thing, but it is also a must, given that economics and politics obviously impacts marketing and media in Mexico.
1- Mexico adopted a number of structural reforms and we would like to know, How do you assess these structural reforms? Do you think they will help the marketing and media sector?
Jorg Nowak: “The Energy reform is positive because it creates rules for all and puts an end to monopolies and created a competitive environment in which prices fall and demand increase. We will see the impact of this reform in two years. The same applies to the tax reform. Although it will take some time, we have to think that it was made in an electoral context, which seeks to generate revenue for infrastructure. Both of these reforms will take time to really impact the Mexican economy.”
Abraham Geifman: “These reforms, in one way or another, do impact the industry and customers. There is an impact of perception. At first, generating fear in clients, advertisers and even the media; That is a paradigm that needs to be broken.The most important reform to the media business is the one on Telecommunications since it opens new channels, new media, tv stations, new cell phone companies, and that really benefits the industry. Now companies that previously could not invest in the TV and media markets will be granted access.”
Lucas Mentasti: “In Miami, where Xaxis headquarters are located, we have noticed that Mexico is opening to the world”
Leonardo Zuniga: “We understand these reforms as a huge opportunity. With 37 businesses in which 3M currently works, there is a great array of things to be done. That will definitely influence us.”
Santiago Duran: “We have a rather optimistic view, because although it will not be right away, there will be more demand and access to new investors. There is an intention of opening the economy and have a more contemporary approach.”
2-There are two major TV networks In Mexico and the government is setting one Network up for competition with an additional license. How Will this impact the Mexican TV and Media markets.?
Leonardo Zúñiga: Competition will probably increase in both markets and customers. The outlook is very different, because there will be new platforms, offers and budgets. All companies will have to adjust their budgets. This will be productive for all.
Jorg Nowak: “Both the content offerings and the competition are increasing, benefiting consumers. Current networks, like Grupo Televisa and TV Azteca, should compete more and create more products for the digital area; where there are more opportunities for marketing especially with more segmented audiences. The world is changing. Nowadays, if you look at students in universities, no one has a TV, because students have other platforms like online video. This sort of minimizes the impact of adding an additional TV Network in Mexico”
Abraham Geifman: “The operator of the new television network will face two challenges: To understand that television no longer has the monopoly on audiovisual content and be ready to use new technological platforms. The other challenge, and also opportunity, is to provide the right content for perhaps untapped audiences in Mexico.”
3-The digital advertising market has grown in Mexico. According to IAB Mexico, the annual growth rate is of 31%. Does this figure make sense according to what you are seeing in your day-to-day business?
Abraham Geifman: “Digital marketing, because it requires smaller budgets, has provided access to small and medium-sized companies that did not have any chance to advertise before. So, a 30% growth rate makes sense to me. ”
Jorg Nowak: “The percentage could be revised … or not. E Marketer expects a 27%, IAB, 31%, then the difference is not that much. What we should see is a great opportunity, because even if economic growth is poor, it’s time to do more with less; it’s time to complement and take advantage of great opportunities, metrics and digital video reach.”
Lucas Mentasti: “It is a realistic figure, perhaps growth may be even higher. Interestingly, it does not come from large companies, but small businesses.”
4-If I ask you to think of a number that best represents your goal for 2015, what would it be? What is the number that does not let you sleep?
Leonardo Zuniga: “A double-digit growth number that implies great opportunities and challenges. The exact number could be between 15 and 20%. The company is willing to invest, to create opportunities for everybody. Advertising makes a big difference.”
Lucas Mentasti:”Xaxis was founded two years ago; then I expect a growth rate of 150%.”
Jorg Nowak: “100. Our objective is to have a deep dialogue with the top one hundred advertisers in Mexico; understand their problems and make them see the opportunities out there.”
5 -And, what are you worried about?
Abraham Geifman: I am extremely concerned, about the low-level of matury of many retail companies when it comes to digital marketing. A number of tools should be considered, to educate the clients”
Jorg Nowak: “The challenge is to focus. To pay attention to every advertiser, understand their needs, and introduce solutions.”
Lucas Mentasti: “To overcome the barrier of feeling overwhelmed each day. Convince oneself and have that extra share of energy to change the world.”
Leonardo Zuniga: “I am concerned about how we implement strategies and to run them efficiently.”
6-Next year there will be elections. How do you think that will impact the advertising market?
Leonardo Zuniga: “We see beyond the political issue, we see reforms as an opportunity. The setting has changed, but we need to be smart to take advantage of opportunities.”
Lucas Mentasti:” I am not that aware of what is going on in Mexico, but in Miami there is a lot of targeted political advertising and that speaks of the opportunities that are opening to a more segmented marketing.”
Jorg Nowak: “Political elections are a great opportunity when it comes to digital marketing as digital marketing budgets are significantly lower than TV budgets.
Abraham Geifman: “The challenge will be to introduce other media than TV into the mix that add impact and creativity.”
Our 4th Annual Foro Mexico de Publicidad y Medios (#PortadaMex), was held yesterday in the Hotel Presidente InterContinental in Mexico City, where over 100 marketing and advertising experts discussed global trends in mobile and programmatic buying.
“More than 50 percent of digital advertising In USA is developed through programmatic buying,” said Marcos Baer, publisher of Portada, to welcome over a hundred marketing and advertising professional to the Foro Mexico de Publicidad y Medios (#PortadaMex).
Trends in the use of mobile and programmatic buying, which currently are the macro trends to follow, were among the many topics discussed at the #PortadaMex, sponsored by StartMeApp, History Channel, Ariadna, Yume and OCC Mundial.
Both subjects are part of what has been identified as “the revolution of mobile marketing” and the role new tools play, applied to mobile advertising.
Main speakers who participated in the Forum are:
Lorenzo Ruiz, Director General, Tommy Hilfiger Mexico
Jorge Inda Meza, Marketing Director Corona, Grupo Modelo
Eduardo Alvarez Franyutti, Group Manager, Personal Care (P&G)
Leonardo Zuniga, Business Group Manager Automotive, After Market Division, 3M
Javier Salas Rodriguez,Digital Acquisition Marketing Manager, American Express
Cesar Colletti, VP Marketing, History Channel
Alejandro Campos Carles ,CEO, StartmeApp
Farah Fuentes Bonilla, Retail Manager, Castrol
Lucas Mentasti ,Managing Director Latin America, Xaxis … and many more!
Everything is ready for our 4th Annual Foro Mexico de Publicidad y Medios (#PortadaMex), starting tomorrow morning at 8:15 am in the the Hotel Presidente InterContinental in Mexico City.
We have exciting last minute additions of major brand marketing and ad agency execs: Jorge Inda Meza, Marketing Director Corona, Grupo Modelo Lorenzo Ruiz, Director General, Tommy Hilfiger Mexico and Aurora Sanabria, Planning VP, JWT
Exciting new speaker additions to our Foro Mexico de Publicidad y Medios in Mexico City’s Hotel Presidente InterContinental on October 14. We just got the confirmation of Farah Fuentes Bonilla, Retail Channel Manager, Castrol who is going to participate in a panel on Men’s media consumption habits in Latin America together with Daniela Martínez,Vicepresidente Senior de Estrategia Corporativa, Investigación y Administración de Ventas, A&E, Ricardo Cuellar,VP Business Planning A&I, Mindshare and Leonardo Zuniga, Business Group Manager Automotive, After Market Division, 3M. In addition, Max Gomez, Sr. Planning Director of Ariadna, is going to participate in a panel on best practices in Mexican E-commerce.