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

 ::: Jake Wheeler- SapientNitro ::: Melissa Vogel-IBOPE Media ::: Sonia Guzmán – Grupo BT brands + tourism ::: Marina Lemos – David ::: Vanina Beraldi – Softtek :::  María Chaparro – Alcance Media Group ::: Alexandre Jordao – Augusto Valente-Batanga Media::: Roberto Perez-Alterna TV :::

jwJake Wheeler joins la comunidad, a part of SapientNitro, as Creative Director. Jake brings with him more than a decade of creative leadership in content and campaign development across both digital and traditional channels. Based in Miami, he will report directly to Jose Molla and Joaquin Molla, Chief Creative Officers at la comunidad. Wheeler joins la comunidad from Grey New York where he led the Volvo North America business as Executive Creative Director. Prior to Grey, he served as Creative Director at SapientNitro.Wheeler also oversaw key projects for Bacardi, Tag Heuer, and Microsoft in China.

IbopeMediaExecutivos238_cortada-361x500Melissa Vogel takes over IBOPE Media Multimedia management for Brazil and Latin America. In this new position, she will be responsible for business strategy, operations, product development and the launch of audio, text and multimedia measurement tools including Target Index.Part of IBOPE Group for 18 years, she was executive director of New Business for the IBOPE Group and general manager of operations for IBOPE Media in Panama. He also managed the operational areas of IBOPE Nielsen Online Brazil (internet), Target Group Index Brazil and Media Mix (Radio and Newspaper). In the last three years, she has held positions in Marketing, being responsible for auditing solutions and advertising investment in , and more recently, for the area management. Melissa has a degree in Radio and Television from the School of Communication and Arts (ECA) of the University of Sao Paulo.

Batanga is expanding content offerings into Spanish-speaking Latin America:

Alexandre_JordaoAlexandre Jordao, currently General Manager of Batanga Brazil, will be taking on an expanded role, overseeing all of the company’s Latin American business out of Batanga Media’s Sao Paulo office as EVP/GM of Latin America.


2a918feAugusto Valente will be overseeing Batanga Media’s just spun off Performance Advertising Business. The new unit is called Groovit Digital. Valente is based in Buenos Aires, Argentina.

15336_468Alterna’TV, a subsidiary of Eutelsat Americas based in Miami, has announced the appointment of Roberto Perez as Senior Director, Marketing and Distribution, for the United States, Canada and Mexico. The announcement was made today by Aymeric Genty, the new CEO of Alterna‘TV.Perez brings nearly a decade of marketing and distribution experience with America’s largest cable and satellite service providers to his new role with Alterna’TV, having worked for DirecTV, Comcast and Cox Communications.As Senior Director, Marketing and Distribution for the U.S., Canada and Mexico, Perez will be responsible for increasing carriage and enhancing market penetration for the suite of channels and networks represented by Alterna’TV in North America and Mexico.Perez joins Alterna’TV after serving as a Retention Consultant for DirecTV in El Segundo, CA. Prior to this, he was Director of Marketing at Comcast, a post he held since 2010. Previously, Perez worked as a Multicultural Marketing Strategist for Cox Communications (2007 to 2010) A graduate of Universidad Católica Andrés Bello (UCAB) in Caracas, Venezuela, Perez earned a Master’s degree in Business Administration from Atlanta’s Oglethorpe University.

maria-sacramento-chaparroFB-156x156Maria Chaparro is the new account executive at Alcance Media Group in Mexico, after having worked with the newspaper El Universal and Grupo Expansion. Chaparro is a graduate of Instituto Tecnologico de Estudios Superiores de Monterrey (TEC) with a focus on digital marketing.

descarga (1)Grupo BT brands + tourism has hired Sonia Guzman as sales director for Latin America. Guzmán will work from Miami offices. BT + tourism brands clients include Condé Nast Traveler for United States and Spain markets, and Financial Times, plus its own set of media including Boletin Turistico publications and platforms, Travelista and Travelers Guide. Recently, it has also incorporated Forbes representation in Mexico , USA and Canada.

Marina_Lemos-David-156x156Marina Lemos is Brazilian advertising agency David new director of digital integration. Lemos has 14 years of experience in the digital market and worked in agencies like 10 minutos and Ogilvy & Mather. She has held several accounts including Kraft Foods, Coca Cola, Claro, Magazine Luiza, Kimberly & Clark and Motorola, among others.

vanina-beraldiVanina Beraldi has taken over as Softtek new head of regional marketing  for hispanic South America.Softtek is a provider of IT services for Hispanic South America.

What: Advertising company Publicis Groupe is acquiring Sapient, a digital agency and communications company, for US $3.7 billion in an all-cash transaction. Publicis is also creating Publicis.Sapient, a new organization that will house all of Publicis’ digital and technology-focused assets including Razorfish, Rosetta and DigitasLBIs.
Why it matters: Sapient will help Publicis go deeper into digital offerings and online activities, and bounce back from its failed attempt to merge with Omnicom Group Inc. The acquisition fullfils Publicis’ goal of deriving 50% of its revenues from digital marketing and technology services. Publicis recently announced a 20% investment in performance marketing firm Matomy. Sapient owns Hispanic and Latam ad shop La Comu.

descarga (1)After a failed attempt to merge with rival Omnicom Group Inc., advertising company Publicis Groupe will acquire Sapient, a digital agency and communications company, for US $3.7 billion in an all-cash transaction . This is Publicis’s second acquisition in less than a month after acqacquiring programmatic platform RUN and and taking a 20% position in performance marketing company Matomy Media.

Both companies’ boards have approved the offer  and Alan Herrick , CEO of Sapient, will become CEO of the new Publicis.Sapient  that will house all of Publicis’ digital and technology-focused assets — including Razorfish, Rosetta and DigitasLBI — and be focused exclusively on digital transformation.This is the first time also, that all Publicis’s digital assets and digital agencies are line up under a whole unit.

Sapient stockholders will receive US $25 in cash for each share. Publicis is paying 19.2 times Sapient’s earnings before interest, taxes, depreciation and amortization. That compares with a multiple of 14.5 times for similar targets over the past five years, according to Bloomberg.

“This deal dramatically changes the profile of our group. We will get access to new revenue streams and markets. We’ve been investing for many years in digital capabilities for one simple reason: it’s the future,” Publicis CEO Maurice Levy said.

Publicis will finance the purchase with cash and borrowings, without selling shares as the company received a firm financing commitment from Citigroup Inc. The transaction is expected to be completed in the first quarter of 2015.

A shift in Strategy

Publicis is pushing the company deeper into digital offerings following a shares decline of 17% this year. Sapient, owner of SapientNitro, a leading digital advertising agency, would push Publicis further into online activities. Publicis will add nearly 13,000 Sapient people to its existing staff of 62,000, and many of them are experts in everything digital, including designing websites, coding and analyzing data to better target ads to consumers.

Through its Global Markets division, which serves industries such as banking, energy and finance, Sapient has an existing consulting practice that may extend to other categories and provide advisory services around marketing technology and strategy. Publicis is shifting the majority of its digital activities to the newly created Publicis.Sapient, including DigitasLBI, Razorfish and Rosetta.SapientNitro’s biggest clients includes Unilever, Vail Resorts, and Queensland Tourism. Sapient employs about 13,000, and its 2013 gross revenues were US $1.3 billion. Net profits were about US $77 million. As of 2013, about 70% of its business came from its digital agency, SapientNitro. Another 25% was attributed  to Sapient Global Markets, serving the capital and commodity market needs of clients in the financial and energy industries.

It will also give Publicis Groupe access to new markets and creating new revenue streams. This acquisition fulfills many of Publicis Groupe’s objectives

“Sapient is a ‘crown jewel,’ that will  give Publicis Groupe access to new markets and creating new revenue streams. This acquisition fulfills many of Publicis Groupe’s objectives: we will enhance our leadership position in digital, achieve our goal of deriving 50% of our revenues from digital and technology three years ahead of our 2018 plan, and leverage technology, consulting capabilities to expand in new verticals, and offering new and exciting opportunities to our talents,” Levy said in a statement this morning.

“What we will do over time is expand the vertical consulting presence within Publicis.Sapient in order to cross-pollinate, in order to feed the other pieces of Publicis.Sapient and have deep expertise in vertical segments in which we operate to help clients construct solutions to take advantage of opportunities. You’ll see us both deepen as well as expand the types of consulting we do,” said Sapient CEO Alan Herrick.


lacomu.2Two weeks ago SapientNitro announced the acquisition of the creative agency La Comunidad. “La Comu” has offices in Buenos Aires, Argentina, and in Miami, US. The agency was founded in 2000 by the Mollá brothers. Currently, Gastón Legorburu is the Worldwide Chief Creative Officer coming from SapientNitro.  Portada interviewed José Mollá & Joaquín Mollá, Co-founders and Co-chief Creative Officers, about the recent transaction and the agency’s future.

lacomu3Portada: How are you going to work under Sapient’s new ownership?

José y Joaquín Mollá: “La Comunidad is going to have all the technological support of SapientNitro, but it’s going to continue working as always, with José and Joaquín in charge of the day-to-day decisions and the direction of the agency.”

Portada: With which clients are you going to work in Latin America and  the U.S. Hispanic Market?

José y Joaquín Mollá: “This agreement opens many possibilities for La Comunidad in the future, but none of our actual clients will change.In the Multicultural market we keep working with Time Warner Cable, Corona Extra, Modelo Especial, Victoria and Kraft.In the General market we still work with various Beam brands like Sauza, Sauza 901 and Hornitos. In Latin America we keep working with Converse, Apple, MTV and DIAGEO.”


lacomuPortada: Who will be in charge of these clients in Latin America and the U.S. Hispanic Market?

José y Joaquín Mollá: “Depending on the project and the client, it will be La Comunidad Buenos Aires, which will still be managed by Nestor Ferreyro, Ramiro Raposo and Fernando Sosa. They are going to manage accounts like Rolling Stone and Diageo for Latin America, and La Comunidad Miami will keep on working with Apple, Beam and Converse. The U.S. Multicultural and General market brands will be done in La Comunidad Miami. Our offices in both countries will participate in global projects.”

Portada: What are the plans for this year? And the World Cup?

José y Joaquín Mollá: “This is going to be a key year for us because this alliance opens up many possibilities when it comes to emerging technologies and in the innovation we will offer our clients, as well as the possibility of interacting with other global brands.For the World Cup we are working on some ideas for the United States and also for Latin America.”

Some of La Comunidad´s work

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