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Santiago Duran

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We already got major brand marketers and agency executives as confirmed speakers for our fifth annual edition of the Foro Mexico de Publicidad y Medios (#Portadamex), in Mexico City’s Hotel Presidente InterContinental on October 13!

Our Annual Meeting in Mexico City on October 13 has been enthusiastically received by major brand marketers and agency executives who have confirmed their participation as speakers. They include:

  • Eduardo Angulo, Marketing Director Mexico,Unilever
  • Patricia Camarena,  Gerente de Mercadotecnia, Grupo Industrial Lala
  • Ricardo Rivera, Head of Marketing, Volaris
  • Jorge Guglielmone, CEO Latin America, Mindshare
  • Juliana Sarria, FCA Automobiles Senior Account Director, UM Worldwide
  • Santiago Duran, Media Strategy Lead – Spanish LATAM, Google

Some of the key topics we will be exploring:

  • Online Video: The relentless growth of Online Video in Latin America, how brands and agencies can best understand and take advantage of it.
  • Case Studies: Marketing towards the new Mexican Woman
  • Social Messaging and Social Ads: What brands and agencies need to know!
  • Advice on how best to market the brand “Mexico” nationally and internationally

Register here at Early Bird Rate!

43c93576d6f484b49b45c6f24ba8a5a6_400x400Santiago Duran has been appointed by Google to be the new Media Strategy Lead-Spanish LATAM based in Mexico City. Duran tells Portada that he will be working on accelerating Google product development into Latin America.

Prior to Google, Duran worked as Digital & Strategy Group Director at Havas Media Mexico and before that, at Carat also in Mexico City.

113 million Mexicans will be rooting for the “Tri” as Mexico plays the 2014 Soccer World Cup qualifying match tomorrow against New Zealand.   So will almost 42 million Mexican Americans in the U.S. and, without a doubt, almost everyone in the  Hispanic Marketing and Media sector. There is a lot of passion but also a strong economic rationale, the incentives for marketers to sponsor World  Cup and soccer related activities during 2014 will be much bigger if Mexico qualifies to Brazil 2014.(UPDATED with John Trainor and Marco Lopez comments).

SoccerThe possibility of not qualifying for the 2014 Soccer World Cup in Brazil deeply worries Mexico’s football association (FMF) and media, mainly television networks in Mexico and the United States which have broadcast rights, and companies who sponsor the national team and businesses who see a rise in sales throughout the year when the World Cup is held. Analysts have put the economic costs of a potential non World Cup qualification at US $650 million. “It’s huge for the country, for the economy, for media, for everyone, both in Mexico and the US. Big brands have World Cup media and marketing related budgets for 2014, so I believe it is critical,” Miguel Ramirez Lombana, founder of soccer news site Soccerly.com, comments on Portada’s Linked In Group. (Previously in his career, Lombana sold Mexican soccer site Mediotiempo.com to Time Inc’s Grupo Editorial Expansion.)

 Not having Mexico be part of the World Cup would lessen the impact of the tournament in the U.S. Both from an impression and business standpoint.

“We think media consumption will be high throughout the tournament because of the road Mexico has taken to get the tournament and the drama it has endured  (still have to qualify).  Also the time zone of the tournament and the host country should create an all time high in engagement across multiple platforms – broadcast, digital, social.  Not having Mexico be part of this would lessen the impact of the tournament in the U.S. Both from an impression and business standpoint,” says Yousef Kattan,  President.CEO of TruMedia, a Dallas based Hispanic advertising agency that plans and buys media for companies including Maseca and MetroPCS.

Not all experts think that a potential Mexico non-qualification would be a “Hispanic marketing dollars disaster.” “Honestly I believe the biggest impact would be for broadcasters and not print outlets as the interest level of watching a game live when your preferred national team is not playing most likely will drop,” says John Trainor, publisher of Hoy Chicago. On the consumer standpoint, our readers have become accustomed to find all about soccer within our pages and corresponding digital platforms and our unparalleled sports coverage will be just as strong even if Mexico does not make it. Hoy’s editorial philosophy will continue to include the coverage of the top soccer tournament in the planet and Hispanics in Chicago already know where they will find it.” To Marco Lopez, EVP Client Services at elemento -an  experiential marketing agency that has Coca Cola among its clients- much of  Coca-Cola’s strategy evolves around the World Cup and is aligned to the global strategy.  “Working together with Coca-Cola’s partner agencies we developed a strategy that is taking on the global assets and making them relevant for the U.S,.  The Mexican National Team is an important part of our strategy and it is a great connection with the core consumer, but we have a plan that will be executable with or without the Mexican National Team.  Coca-cola is a partner of FIFA and as such, the World Cup remains a very strong opportunity.”

We have a plan that will be executable with or without the Mexican National Team.

Not direct sponsors, but still part of the conversation

Many companies are not direct backers of the Fifa World Cup but sponsor the Mexican National Team for the matches it plays in the U.S. They include, Unilever Wells Fargo  and Allstate. Until recently Maseca was another sponsor of the Mexican National Soccer Team.  Many of these sponsorship deals rest on the assumption that Mexico will be participating in soccer’s biggest and most visible event. Rodrigo Vallejo, Managing Partner at TruMedia, manages the Maseca brands which used the be one of the official partners of the Mexican National team. ” Obviously, If we still were a sponsor partner then implications would be much greater, “Vallejo tells Portada.

But marketers may also want to invest in media and programs that cut the 2014 Soccer World Cup in more indirect ways. “We are not sponsoring the World Cup directly, but have placed strategies to make sure our brands are around the conversation and buzz that is the tournament, specifically the novela, that is the Mexican national team right now (coaches, players unhappy, qualifying).  We are creating strategies where our media can live with the World Cup without necessarily “sponsoring” it, ”  adds Yousef Kattan,  President.CEO of TruMedia. 

Univision and ESPN will broadcast Mexico – New Zealand

MÉXICO FÚTBOL CONCACAF SUB20 Communications will air both of the Mexican men’s national teams final World Cup Qualifiers against New Zealand tomorrow from Mexico City and the return match on November 20 in Wellington (New Zealand). ESPN, which has forged a partnership with Univision under which it has been televising the home matches of the Mexican men’s national team, will be televising both play-in matches in English, as will Watch ESPN.

Regarding the impact of Mexico’s possible on qualification on the Mexican advertising and media market alone,  Santiago Duran, Digital & Catalyst Director at Havas Media Mexico, noted at the recent Portada Mexico Forum  that a factor which could decrease 2014 Advertising volumes is Mexico’s classification to the 2014 Soccer World Cup. According to Duran, if Mexico does not classify to the World Cup, the impact on advertising activity as a result of the non qualification could amount to 2% of overall 2014 Mexican advertising expenditures.

 

Download Portada’s Special 2010 World Cup Issue for Marketers (free registration required). (Portada will be publishing the “2014 Soccer World Cup Guide for marketers in partnership with Soccer.com” on January 28, 2014)

 

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.

 

 

The emergence of digital content on a vast scale is profoundly changing content consumption patterns in Latin America and the U.S. Hispanic market. Pedro Huerta, Director Kindle Content at Amazon for Latin America, will be the keynote presenter of the third edition of the Foro Portada Mexico (#PortadaMexico13) which takes place next Thursday October 17 in Mexico City’s Hotel Presidente Intercontinental.

Pedro Huerta
Pedro Huerta, Director Kindle Content, Amazon

Huerta tells Portada that a structural change is taking place in the way consumers approach content (books, video games, newspapers, magazines and movies) in Latin America. To a large extent this is due to a substantial increase in the amount and quality of digital content available to Latin American consumers over the last few years. During his presentation, Huerta will predict which transactional models (e.g. online subscription models) will win in Latin America. The role advertising will play in promoting digital content in the new Latin American digital content ecosystem will also have an important place in Huerta’s presentation.

Huerta’s most recent professional experience makes him the ideal Foro Portada Mexico 2013 keynote presenter. As Amazon’s Kindle leading executive in Latin America, Huerta last August introduced the Kindle store and self publishing platform in Mexico. At the end of 2012 Amazon introduced the Kindle in Brazil.

Digital innovation (disruption?), plays an important role in the agenda of Foro Portada Mexico. ComsCore’s Ivan Marchant, Director or Mexico and Latin America, will moderate a panel of leading Mexican digital entrepreneurs who will analyze the relationship between advertising, content and e-commerce in the online travel, insurance and classified categories. What strategies need to be used to maximize e-commerce revenues?

The Brand Marketer Perspective…

Santiago Duran, Digital & Catalyst Director, Havas Media México will be the moderator of another path breaking panel on Advertising and Marketing in 2014. Leading Brand Marketers from Banamex, Blackberry, Samsung and Wyndham Worldwide will explain how their companies are planning to reach out to the Mexican consumer in 2014. Panel participants will be Mercedes López Arratia, Head of Digital Marketing and Premium Marketing, Banamex; Rosa Maria Grados, Marketing Director – México, Central América and Caribbean, Blackberry; Ingrid Motta, Directora de Relaciones Publicas Marketing Digital y Aplicaciones, Samsung and Alicia Trujillo, Social Media & Strategic Projects Supervisor / eCommerce, Wyndham Worldwide / RCI

…and Mexican Content Marketing Strategies

Mexican and Latin American Content Marketing strategies, which are so intertwined with paid media and the digital medium, will be the focus of the panel “Brand building and Storytelling” moderated by author and new media executive Joe Kutchera. The case studies, and success stories, of 3M and Procter & Gamble will be analyzed by Carlos Espindola, eHUB Manager Latin America, 3M and Ximena Moreno, Distributor Analyst for Mexico HFS, Procter & Gamble.

Registration

Each ticket purchased before the day of the event includes a free copy of the book “(É-X-I-T-O), su estrategia de marketing” by author and new media executive Joe Kutchera. The ticket price is US $199 (199 dólares or approx. 2,550 Mexican pesos). Tickets are going fast register here!

 

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The emergence of digital content on a vast scale is profoundly changing content consumption patterns in Latin America and the U.S. Hispanic market. Pedro Huerta, Director Kindle Content at Amazon for Latin America, will be the keynote presenter of the third edition of the Foro Portada Mexico (#PortadaMexico13) which takes place next Thursday October 17 in Mexico City’s Hotel Presidente Intercontinental.

Pedro Huerta
Pedro Huerta, Director Kindle Content, Amazon

Huerta tells Portada that a structural change is taking place in the way consumers approach content (books, video games, newspapers, magazines and movies) in Latin America. To a large extent this is due to a substantial increase in the amount and quality of digital content available to Latin American consumers over the last few years. During his presentation, Huerta will predict which transactional models (e.g. online subscription models) will win in Latin America. The role advertising will play in promoting digital content in the new Latin American digital content ecosystem will also have an important place in Huerta’s presentation.

Huerta’s most recent professional experience makes him the ideal Foro Portada Mexico 2013 keynote presenter. As Amazon’s Kindle leading executive in Latin America, Huerta last August introduced the Kindle store and self publishing platform in Mexico. At the end of 2012 Amazon introduced the Kindle in Brazil.

Digital innovation (disruption?), plays an important role in the agenda of Foro Portada Mexico. ComsCore’s Ivan Marchant, Director or Mexico and Latin America, will moderate a panel of leading Mexican digital entrepreneurs who will analyze the relationship between advertising, content and e-commerce in the online travel, insurance and classified categories. What strategies need to be used to maximize e-commerce revenues?

The Brand Marketer Perspective…

Santiago Duran, Digital & Catalyst Director, Havas Media México will be the moderator of another path breaking panel on Advertising and Marketing in 2014. Leading Brand Marketers from Banamex, Blackberry, Samsung and Wyndham Worldwide will explain how their companies are planning to reach out to the Mexican consumer in 2014. Panel participants will be Mercedes López Arratia, Head of Digital Marketing and Premium Marketing, Banamex; Rosa Maria Grados, Marketing Director – México, Central América and Caribbean, Blackberry; Ingrid Motta, Directora de Relaciones Publicas Marketing Digital y Aplicaciones, Samsung and Alicia Trujillo, Social Media & Strategic Projects Supervisor / eCommerce, Wyndham Worldwide / RCI

…and Mexican Content Marketing Strategies

Mexican and Latin American Content Marketing strategies, which are so intertwined with paid media and the digital medium, will be the focus of the panel “Brand building and Storytelling” moderated by author and new media executive Joe Kutchera. The case studies, and success stories, of 3M and Procter & Gamble will be analyzed by Carlos Espindola, eHUB Manager Latin America, 3M and Ximena Moreno, Distributor Analyst for Mexico HFS, Procter & Gamble.

Registration

Each ticket purchased before the day of the event includes a free copy of the book “(É-X-I-T-O), su estrategia de marketing” by author and new media executive Joe Kutchera. The ticket price is US $199 (199 dólares or approx. 2,550 Mexican pesos). Tickets are going fast register here!

 

Sponsors

Nivel Oro
Weblogs SL

Nivel Plata:
Batanga
Videology

Bronce
Alcance Media
Comscore
DG/MediaMind

 

A day after a comprehensive introduction to the economic opportunity of Brazil, the Latin American Advertising & Media Summit on Wednesday opened the discussion around the opportunities -and challenges- surrounding yet another Latin American colossus: Mexico.

Country Focus: Mexico featured Jorge Laverde, Marketing Head of Latin America North of Nokia; Gerardo Llanes, CMO of the Mexico Tourism Board, and John Price, managing director, Americas Market Intelligence, who took the opportunity to discuss the challenges faced by the newly inaugurated President, Enrique Peña Nieto.

While panelists agreed that Mexico still faces many challenges, namely the growing violence fueled by the increasingly powerful drug-lords, they also said to be bullish about the country.

“Mexico is everybody’s bet in the next 5 years,” said Price, who has studied Mexico and is considered an expert in Latin American markets.

Yet, one has to be cautious and avoid overhyping an economy. “Overhyping an economy can make money leave with the push of a button,” said Llanes, from the Mexico Tourism Board. “We have to beware the capital golondrino (speculative, hot money,) which can be a serious risk. […] We need more companies investing in plants, in factories;  that is productive capital that stays in a country.”

The panel was moderated by Santiago Durán, Digital & Catalyst Director of Havas Media Mexico who took the stage wearing a “Se Habla Digit@l” T-shirt. Durán asked the panel to weigh in on the recent telecom reform in Mexico, a move that doesn’t necessarily spell good news in a country dominated by two huge media monopolies. “I’m not sure you can have the most powerful companies end their monopoly by letting one [Televisa] have some phone business and the other [Carlos Slim’s Grupo Carso] have some TV,” said Llanes. “I’m afraid we will have two bigger monopolies.”

On the positive side, the panelists highlighted the digitization of Mexicans and their growing access to the Internet. “We have seen a higher penetration of Smartphones in the last 2 to 3 years,” said Nokia’s Laverde.

In addition to growing mobile access, the panel praised a government push to increase the number of Mexicans connected to the web to 60 million people, compared to 40 million today.

A day after a comprehensive introduction to the economic opportunity of Brazil, the Latin American Advertising & Media Summit on Wednesday opened the discussion around the opportunities -and challenges- surrounding yet another Latin American colossus: Mexico.

Country Focus: Mexico featured Jorge Laverde, Marketing Head of Latin America North of Nokia; Gerardo Llanes, CMO of the Mexico Tourism Board, and John Price, managing director, Americas Market Intelligence, who took the opportunity to discuss the challenges faced by the newly inaugurated President, Enrique Peña Nieto.

While panelists agreed that Mexico still faces many challenges, namely the growing violence fueled by the increasingly powerful drug-lords, they also said to be bullish about the country.

“Mexico is everybody’s bet in the next 5 years,” said Price, who has studied Mexico and is considered an expert in Latin American markets.

Yet, one has to be cautious and avoid overhyping an economy. “Overhyping an economy can make money leave with the push of a button,” said Llanes, from the Mexico Tourism Board. “We have to beware the capital golondrino (speculative, hot money,) which can be a serious risk. […] We need more companies investing in plants, in factories;  that is productive capital that stays in a country.”

The panel was moderated by Santiago Durán, Digital & Catalyst Director of Havas Media Mexico who took the stage wearing a “Se Habla Digit@l” T-shirt. Durán asked the panel to weigh in on the recent telecom reform in Mexico, a move that doesn’t necessarily spell good news in a country dominated by two huge media monopolies. “I’m not sure you can have the most powerful companies end their monopoly by letting one [Televisa] have some phone business and the other [Carlos Slim’s Grupo Carso] have some TV,” said Llanes. “I’m afraid we will have two bigger monopolies.”

On the positive side, the panelists highlighted the digitization of Mexicans and their growing access to the Internet. “We have seen a higher penetration of Smartphones in the last 2 to 3 years,” said Nokia’s Laverde.

In addition to growing mobile access, the panel praised a government push to increase the number of Mexicans connected to the web to 60 million people, compared to 40 million today.

Santiago DuranHe started his professional career in social and urban research and short after he became involved in communications strategy. For the last 14 years he has been working  in almost every position there is in a communication agency, from Strategy and Media innovation to Research, account management and General management in different countries of Latin-America. His last assignment was as Managing Director of Carat Mexico and now he is currently the head of Catalyst & Digital for the Havas Media Group leading the digitization of the largest media operation in Latin america.

Santiago is also counselor of the IAB Mexico and has been a recognizable executive in the digital media market in Mexico for the last 4 years.

Interview with Santiago Duran

Portada: What do you love about the Latin American Marketing and Media space?

Santiago Duran: I love it’s diversity. The fact that I have been working on it for the last 14 years of my life and it has never stopped growing and evolving. In fact, that’s the reason why my job is never boring!

Portada: Why do you think you are qualified to talk about the Mexican market?

Santiago Duran: I actually don’t think I’m the most qualified for this task, I have been here for 4 and 1/2 years and the market is quite big. But I have been privileged to have an array of local and international clients operating in Mexico and that has given me perspective about this, some times quite unique market. Mexico ranges from the most traditional family business and large monopolies to some of the most sophisticated and competitive marketing and business players in the world.

Portada: Tells us a bit about your personal/professional background?

Santiago Duran: I came to work in media almost by coincidence. I’m a clinical psychologist that was working as a drama teacher 15 years ago. Then I had the uncanny opportunity to work with MPG Colombia as a strategist. From that moment on I fell in love with advertising, marketing and media. Today I’m a father of one with a Masters degree in Marketing, working in Digital Strategy full time for Havas Mexico the largest media operation in Latin America.

Learn more about crucial strategies from advertising and media luminaries targeting Latin American and Hispanic audiences. Book now for our Latam Advertising and Media Summit, a required event for any marketing professional.

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

Rafael Lima – Publicitas ::: Santiago Durán Mejía / Xepus Ginebra – Havas Media Group ::: Fred Díaz – Nissan ::: Bruno Cattori – Chrysler Group ::: Fraser Ridell – Mediacom

rafael-lima 156Rafael Lima is the new Digital Director at Publicitas in Miami. Previously he worked as Client Services & Business Development Director at  Havas Media. Before Havas, Lima was Sales & Business Development Director at StarMedia & Orange AdNetwork Americas (France Telecom Group).

 

 

Santiago Duran

Havas Media Group has hired Santiago Durán Mejía as its new Catalyst & Digital Director. Durán has previously worked in Carat as its Managing Director. The executive will be in charge of digital planning and strategies for Havas clients. Durán is replacing Xepus Ginebra who will be in charge of the Front Office in Havas Media. Ginera in his new role will be in charge, besides Catalyst & Digital business, of the PR, innovation, content, research and new business.

 

 

fred-diazFred Díaz has left Chrysler Group as President and CEO of Ram. The executive will work in Nissan as VP of Sales and Marketing.

 

 

 

 

bruno_cattoriBecause of Diaz´s departure Chrysler Group has restructured its staff and Bruno Cattori has been named President for Mexico.

 

 

 

 

Fraser Riddell (2)_0 159 x 159Mediacom is restructuring its business with a new division dedicated to international advertisers based in the United States. The new division, Mediacom Beyond Borders, will be led by Fraser Riddell who will leave his current role as global chief business development officer to become Mediacom’s global chief client officer.