Sebastian Yoffe


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Headway Digital has appointed Sebastián Yoffe as SVP, Business Development. Moving from Buenos Aires to New York City, he’ll be responsible for the firm’s business development in the U.S.





Oath has named Steve Guillén as new Account Director, U.S. Hispanic. In this role, Guillén will oversee Oath’s sales portfolio for the West Coast region.






Walton Isaacson has promoted Christine Villanueva to Chief Strategy and Brand Officer. In this newly-created position, Villanueva is charged with leading and building out a next-generation global strategy function at the agency as well as overseeing all branding efforts on behalf of clients.





Irwin Gotlieb, executive leader and former CEO at WPP media agency GroupM is stepping down as global chairman. He will become a senior advisor to GroupM parent WPP. He served as GroupM’s CEO from its 2003 founding until 2012, when he transitioned to the global chairman role.





Haymarket has appointed Lindsay Stein as editor of Campaign U.S. The industry veteran joins Campaign after two and a half years at Ad Age as an agency reporter.





Andrew Mortimer, Sky’s director of media, has moved from the marketing group to the newly-created role of director of client strategy for Sky Media. In this role, he will be tasked with building “deeper relationships” with clients.






Arc, Leo Burnett’s retail and shopper marketing agency, has announced that Soche Picard has joined the company as chief executive officer for North America. In her new role, Picard will develop the commerce pillar of the agency’s positioning platform, culture, context, and commerce.





Quantcast, owner of the world’s largest AI-driven audience behavior platform for the open Internet, has announced the appointment of Sam Barnett as its first Chief Product Officer to oversee the development and growth of the company’s product portfolio.






Strategic creative shop Swift has announced that it is repositioning its chief operations officer and 10-year vet of the agency, Maren Elliott, into a new role as chief talent officer. She will now be responsible for overseeing retention, recruitment and employee development strategies.





New York-based creative agency SS+K announced today that it has named Feh Tarty as its new chief creative officer.






USA Today has announced that Maribel Perez Wadsworth will become the publisher of the daily publication, effective immediately. Wadsworth has replaced John Zidich, who announced his planned retirement in November.




WPP out-of-home (OOH) and experiential-focused agency Kinetic North America is reshaping its leadership team. With CEO David Krupp leaving at the end of the month to pursue an unspecified new role, Kinetic North America promoted Michael Lieberman (right) and Cedric Bernard (left) to roles as co-CEOs.




What: Headway digital has opened operations in New York City, with Sebastián Yoffe as SVP, Business Development.
Why it matters: Headway now has 19 offices worldwide; the addition of New York will expand opportunities for the firm.

Headway Digital, the technology-based marketing firm, has appointed Sebastián Yoffe as SVP, Business Development. Moving from Buenos Aires to New York City, he’ll be responsible for the firm’s business development in the U.S., and he’ll focus on creating new relationships with clients and Ad Tech companies whose expertise relates to brand and mobile growth marketing.

“Headway’s mission has always been to offer the most advanced advertising technology to the world’s advertisers. New York is full of opportunities, leading our offices from here is both a privilege and a challenge,” said Sebastián Yoffe.

“Sebastián is the ideal choice to boost the firm’s business growth. He is a world-class professional as well as our ambassador with the Madison Avenue agency groups,” explained Headway CEO Martín Kogan.

Yoffe had previously worked as Managing Director at DataXpand, the first DMP for the Hispanic markets, now acquired by Entravision. He also filled the roles of Country Manager at Comscore Argentina and Uruguay, and Country Manager at E-Volution Mexico.

Data management platform DataXpand recently announced its Brand Discovery solution, which introduces 120 new audiences to expand its reach into online US-Hispanic audiences and allow more detailed targeting of Hispanic consumers with affinities for certain local and global brands.

New technologies have made it possible to gather more data on audiences and consumer behavior than ever before. But even marketing and advertising industry veterans have a difficult time understanding how, exactly, to use that data, and what it means. To respond to this need, data management platforms have taken on the responsibility of not only gathering and analyzing the data, but also explaining its implications and how it can be used for more targeted advertising campaigns.

The Data Evangelization Process

DataXpand has become one of the go-to agencies for the increasing amount of publishers and ad agencies that prioritize targeting US-Hispanic and Latin American audiences. In 2012, while data management and programmatic picked up momentum in larger markets like the United States and United Kingdom, Sebastian Yoffe, DataXpand’s co-founder and managing director, explains that almost nobody was taking on the task of tackling the enormous US-Hispanic and Latin American consumer base, and DataXpand jumped on the opportunity.

“The first step was to go out and evangelize,” says Yoffe, “because the market was there, but there was no offering, and advertisers weren’t even looking for it because they didn’t know it existed.” DataXpand began to develop its technology and implement the best practices of the giants in countries like the United States.

And what is, exactly, the role of a DMP? Yoffe sees it as a two-pronged task: the first task is to use technology to gather data on different the audiences that agencies, advertisers and publishers target in order to “understand them and gain insight on consumer behavior.” The other side is to work with mostly agencies on implementing that data through segmentation or clustering to “activate those audiences with targeted campaigns.”

US-Hispanics ‘Not Even A Niche Anymore’

While the evangelization process took a few years, fast forward 3.5 years since 2012 and the DMP data in Latin America has reached about “80% the capacity of the US offering in terms of data,” says Yoffe. US Hispanic audiences are the second-largest in terms of buying power, with around 1.5 trillion to spend, estimates Yoffe. At this point, all advertisers are looking for ways to deliver hyper-targeted campaigns, and have built either US-Hispanic or multicultural departments within their operations. “It’s not even a niche anymore,” Yoffe says, “it’s huge.”

Keeping up with the high demand in the sector means constant innovation, and DataXpand recently introduced even more targeting options for a total of 600 audiences that advertisers can use “with the push of a button” in Latin America. The company now reaches 45% of US-Hispanic online users  on 40 different platforms, triple the reach it had just last year.

Working with Big Data: Like ‘Driving a Ferrari’

To set itself apart, DataXpand has always maintained a global outlook, making use of its presence in not only Latin America, but also Europe (mostly Spain) and the United States. Being “fully connected” on many platforms is just the first step, though, as the human element cannot be replaced by technology and data.

“In terms of programmatic and data, people tend to believe that everything is automatic, but it’s not,” says Yoffe. To be successful in this industry, companies must form expertise in not only what data implies about consumer preferences and behavior but also how it can be implemented in an effective strategy for their clients. Coffee compares it to buying a sports car:

“I can give you a Ferrari, but you won’t be able to drive it at 300 mph. You need training, and that is what we do. We provide great technology with the great people that can take you where you want to go and help you figure out a DMP strategy that doesn’t come from technology – it comes from the team that helps you drive it.”

While the demand is finally there, and clients are starting to understand the true value of data, there are still challenges. The switch to programmatic planning has caused major changes in the industry, and now that digital is becoming a priority over TV, but investments are still starting to shift the former rather than the traditional latter.

Another growing challenge is consumers’ tendency to operate on multiple screens, as they use computers at work, laptops and television at home, and cell phones everywhere. Understanding the behavior of one person who behaves differently on different devices is of utmost importance, Yoffe emphasizes.

In a rapidly changing industry of this nature, it’s hard to predict the future. Nonetheless, companies like DataXpand have managed to make sure that there is no shortage of alternatives for targeting the highly coveted Latin American and US-Hispanic audiences.

Join us at PORTADA Mexico!

There are only three finalists for the Top Panregional Marketing and Media Professional category .The Award Winner will be announced at the Award Ceremony during #Portadalat in Miami on June 3-4. Learn more about the finalists’ background and professional career below:

georgelevyGeorge Levy, Director of Brand Partnerships for the U.S. Hispanic and Latin American Markets, Skyword

George has more than 15 years of professional experience creating and executing online and mobile marketing strategies with a special focus on the US Hispanic and Latin America markets.

Prior to joining Skyword, George was co-founder of Yupi.com, an Internet startup targeting Latin America and the US Hispanic market which was acquired by Microsoft to become what is today MSN Latino.He has been a Regional Partner Development Manager for Microsoft Latin America and Vice President Online Marketing for the World Business Forum | WOBI. Most recently, George served as Chief Operating Officer for Mundial Sports Network, the leading comScore ranked Latino sports network and publisher of Fútbol Mundial.

Over his career, he has developed and executed integrated digital marketing campaigns across a wide range of verticals, and for leading brands including Chevrolet, US Army, Microsoft, IBM and Moët Hennessy. Louis Vuitton (LVMH).George is bilingual in English and Spanish, and conversational in Brazilian Portuguese.

Sesebas-finalbastian Yoffe, Founder y Managing Director de DataXpand

Sebastian es Founder y Managing Director de DataXpand, el primer DMP (Data Management Platform) y Audience Marketplace de publicidad digital en Latinoamerica, US Hispanics y Europa. En el 2014, DataXpand fue galardonada como la empresa digital más innovadora de Latam.

Yoffe ha trabajado fuertemente para que DataXpand en tan solo 3 años sea lider en audiencias segmentadas, estando conectado con más de 40 plataformas líderes en el mundo y gestionando las audiencias propias de grandes anunciantes en Latinoamérica.

Sebastian posee un MBA y más de 16 años en la industria digital. Anteriormente fue Country Manager de ComScore y director de IAB Argentina. Sebastian contribuye continuamente a la industria a traves de su gran expertise en lo que respecta a segmentación de datos y audiencias.

Victor-KongVictor Kong, President, Cisneros Interactive

Victor Kong is a natural leader who has demonstrated over the years his professionalism, with a vision of long-term business and investing in new business, to different projects and broader challenges that the digital industry has daily.

Victor runs the digital business of Cisneros Group. He manages the digital development of all digital endeavors of Cisneros Group, including Redmas and Adsmovil. He lead investments in several companies in the last 12 months related to digital video production, native advertising, data management platform, audio ad exchange among others digital advertising and media start ups.

He is very strategic. He achieved to build a group of companies that in two years grew from $3m in sales to $26m for 2015. His knowledge of the digital market is high, very professional, a leader in the industry. Victor runs the digital business of Cisneros Group. He manages the digital development of all digital endeavors of Cisneros Group, including Redmas and Adsmovil. He lead investments in several companies in the last 12 months related to digital video production, native advertising, data management platform, audio ad exchange among others digital advertising and media startups.


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