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

::: Starcom Mediavest Group – Victor Garcia, Nicolas Gruschetsky  ::: ZenithOptimedia – Diego Fernandez  ::: Eduardo Lima – Nazca Saatchi & Saatchi Brazil  ::: The Coca-Cola Company – James Quincey, Ahmet Bozer  :::

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yBuhgoyv_400x400Victor Garcia has been appointed SVP, Managing Director for SMG Latin America at Starcom Mediavest Group.Garcia will report to Monica Gadsby, CEO, US Multicultural & Latin America.Read more.

 

 

053d3e2ZenithOptimedia named Diego Fernandez,  who formerly held Garcia’s new role, SVP, Client Services, Latin America.Fernandez will report to Sergio Lorca, CEO, Iberia and Latin America, ZenithOptimedia.Read More.

 

 

LS109_EduardoLimaAfter almost 21 years at the agency, Eduardo Lima is leaving Nazca Saatchi & Saatchi Brazil to settle in Los Angeles. According to the shop, he plans to dedicate exclusively to his family, at least in the short term. Following this announcement, Fabio Fernandes will take over the overall creative direction. According to the agency, the rest of the creative structure will remain unchanged, with Rodrigo Castellari, Pedro Prado and Theo Rocha as creative directors.

 

CMN6TPhW8AA1yK4Starcom has announced that Nicolas Gruschetsky has been appointed category manager  and coordinator of the Coca-Cola account in Argentina. He will be in charge of Coca-Cola, Zero, Light, Life, Fanta, Sprite  and Schweppes brands. In 2013, he joined the agency as senior planner. And, over the years, he has collaborated with Kimberly Clark, Prosegur, Alba, Gol Airlines, Ledesma, Siemens, Alcatel, and IAE Universidad Austral, among others.

 

descarga (1)The Coca-Cola Company has announced James Quincey has been named President and Chief Operating Officer (COO), effective immediately. As President and COO, Quincey will have responsibility for all of the Company’s operating units worldwide. He will report directly to Chairman and Chief Executive Officer Muhtar Kent.

 

 

descargaAhmet Bozer, Executive Vice President and President of Coca-Cola International, will retire after a distinguished 25-year career in the Coca-Cola system. Bozer will stay with Coca-Cola until March 2016, to ensure a smooth transition and serve as an adviser to Muhtar Kent and the Company on key strategic initiatives.Bozer, 55, began his career with Coca-Cola in 1990 as a Financial Controller Manager in Atlanta, and has advanced to serve in numerous leadership roles throughout the Coca-Cola system, including Managing Director of Coca-Cola Bottlers of Turkey (now Coca-Cola Icecek A.S.), President of the Eurasia Group and President of the Eurasia & Africa Group, where he led the Company’s business activities in more than 90 countries. He was named President of Coca-Cola International in 2012.Before joining Coca-Cola, Bozer spent five years in various audit, consultancy and management roles with Coopers & Lybrand in Atlanta. He holds a Master of Science in Business Information Systems from Georgia State University in the U.S. and a Bachelor of Science in Business Administration from Middle East Technical University in Ankara, Turkey.

What: Victor Garcia has been appointed SVP, Managing Director for SMG Latin America at Starcom Mediavest Group. In addition, ZenithOptimedia named Diego Fernandez,  who formerly held Garcia’s new role, SVP, Client Services, Latin America.
Why it matters: Garcia will report to Monica Gadsby, CEO, US Multicultural & Latin America.Fernandez will report to Sergio Lorca, CEO, Iberia and Latin America, ZenithOptimedia.

3YDlqHHn_400x400 yBuhgoyv_400x400Starcom MediaVest Group has appointed Victor Garcia to SVP, Managing Director, SMG Latin America.  Diego Fernandez, who formerly held the role, has moved to ZenithOptimedia to take up the new role of SVP, Client Services, Latin America.

Garcia, formerly head of business development for SMG Latin America, will now lead operations for the division in Miami and across Latin America.  Garcia will report to Monica Gadsby, CEO, US Multicultural & Latin America.Garcia has been with SMG since 2006, most recently serving as SVP, Americas Business Development, where he led business development and revenue growth for Latin America and SMG’s US Multicultural business.  During his tenure as new business lead, Garcia led over 25 new business pitches, supporting and developing unique and innovative opportunities for SMG’s global clients and carving strategic media alliances that have been first of their kind.  Garcia demonstrated a level of innovation that supported significant revenue growth across clients and delivered best in class results. Prior to his new business role, Garcia was VP, Media Director at SMG, working across several agency brands within the SMG network managing clients such as Kelloggs, Darden, H&R Block, and Walgreens.  Garcia is fluent in English and Spanish and holds a B.A. from Florida International University.

053d3e2Reporting to Sergio Lorca, CEO, Iberia and Latin America, ZenithOptimedia, Diego Fernandez will have responsibility for regional clients and will lead operations for Latin America. Based at ZenithOptimedia’s Miami office, Fernandez will join ZenithOptimedia’s Leadership Team for Latin America.In his leadership role at SMG Latin America, Fernandez had regional responsibility for clients including Mondelez, Kellogg’s, and Samsung. Prior to this, he worked for nine years at Burger King as Head of Media and Digital for North America. Fernandez has also managed international clients for JCDecaux Spain, and at AOL Time Warner in Argentina he led the licensing department that launched the Harry Potter franchise throughout the Southern Cone. Fernandez is a graduate in Business Administration from the Universidad de Buenos Aires

“It’s with great pleasure that we announce Victor’s new role, leading our Latin America operations,” said Gadsby. “His knowledge of the region and of our various clients based on his outstanding performance leading growth for us in the last two years will be a significant asset. Victor will bring a fresh perspective, with a goal to drive increased integration and continue to increase our focus on vertical leadership, forming experts who will help lead the region across all emerging and growing digital, data and content platforms.”

“We are absolutely delighted to have someone of Diego’s experience and reputation take up this key role at ZenithOptimedia. We have seen fantastic growth in the region over the past year or so and Diego will play a key role in developing our Live ROI solutions for clients and in working with our markets to drive business growth,” said Sergio Lorca, CEO, Iberia and Latin America, ZenithOptimedia.

aol park benchDigital Content NewFronts grow as line between TV and digital blurs. How Horizon Media, AOL, SMG, INNOCEAN USA, Havas, AOL and Yahoo  see the NewFronts evolving.

As the 2015 Digital Content NewFronts wound down, AOL said it had shifted from a NewFront “season” to a NewFront “year,” part of its “Content 365” strategy. (It’s unlikely that this means AOL would not hold a NewFront in 2016. A spokesman said, “It’s not enough to hold a once-a-year event, trot out some programming, and then never talk to advertisers again.”) It announced the renewal of original series including Park Bench with Steve Buscemi (pictured).

AOL and NBCUniversal also announced a content distribution and development agreement for both exclusive and non-exclusive content. This summer, NBCUni video clips and segments will be available to stream on AOL online and its mobile app.

AOL The_Pursuit[1]Meanwhile, Yahoo announced 18 new premium video series, including the live series Ultimate DJ and the original, long-form series The Pursuit.

Armando Rodriguez, head of Yahoo, Latin America and US Hispanic, says his team works in parallel with Yahoo’s global teams. “Not only do we localize US video content for our market, we also locally produce close to 150 original video clips per month, divided between daily news coverage and weekly video programs,” he says.

These NewFronts, as well as many others, illustrate the contradictions in the Digital NewFront/TV Upfront dichotomy – a divide that’s becoming more and more unnatural. It’s clear that consumers don’t pay that much attention to whether the video content they’re watching originated as a broadcast, a theatrical release or a digital-only release. So, why should advertisers and agencies?

It’s clear that consumers don’t pay that much attention to whether the video content they’re watching originated as a broadcast, a theatrical release or a digital-only release.

 

Total Video Plans

While INNOCEAN USA, for example, looks at a total video plan for clients, rather than considering TV and digital separately, Greg Braun, executive creative director, says that the NewFronts have not outrun their purpose. “Some content [digital producers] are putting out is groundbreaking,” he says, giving kudos to Netflix for its Emmys. And, he adds, “The Amazon Prime model is awesome.” Braun does appreciate that the NewFronts and Upfronts are now contiguous in time.

AbruzzoBecause the NewFronts come before the Upfronts, they remind agencies and advertisers to set aside funds for the digital properties they see, according to Joseph Abruzzo, vice president and chief exploration officer for Havas Media. “Everyone continues to spend in television, but, as new dollars become available, they are noting to allocate those dollars for opportunities in digital content,” he says.

Because the NewFronts come before the Upfronts, they remind agencies and advertisers to set aside funds for the digital properties they see.

There’s evidence that digital video is increasing overall ad spending, according to ZenithOptimedia’s Advertising Expenditure Forecasts. According to the report, global ad spend will grow 4.4 percent to reach $544B in 2015. Meanwhile, it said that global online video grew 34 percent to$10.9 billion last year, and it’s expected to grow at an average of 29 percent a year to reach $23.3 billion in 2017. Meanwhile, spending on TV advertising is expected to decline 5 percent in 2015.

MarlaSkiko, SMG Multicultural
MarlaSkiko, SMG Multicultural

It’s unclear whether – or how much – ad spending digital video is taking away from broadcast. Certainly some of that additional ad spend will go to traditional broadcasters that are offering broadcast/digital packages. “For broadcasters, TV is the number-one game, but they are shaping how they are serving up their content and the Upfronts, understanding they have to be more screen-agnostic,” says Marla Skiko, executive vice president and director of digital innovation for SMG Multicultural.

But TV audiences continue to decline. According to ZenithOptimedia, to date during the 2014/2015 TV season, primetime television usage has declined 7 percent among adults aged 18 to 49 and 5 percent among total viewers.

Because broadcasters want to maintain their revenue from one year to the next, they have traditionally offset the audience decline by increasing the cost of advertising. This is not a sustainable proposition.

“Advertisers and agencies hate to spend more for less,” Abruzzo says. While broadcasters can definitely charge more for top-tier programming like Walking Dead, he says, “There is such a long tail for television programming that it won’t support that kind of inflationary thinking. Because TV audiences are shrinking, that money will become available for digital.”

While broadcasters are making more and more content available for digital replay – such as the AOL/NBCUNI deal – Abruzzo says, “It’s the same content, so it probably has the same audience — and it tends to be on the expensive side, not necessarily any less expensive than television.”

SMG Multicultural has seen a shift in budgets from television to digital in general, according to Skiko.

SMG Multicultural has seen a shift in budgets from television to digital in general, according to Skiko. She says, “The appetite for digital video is only growing, and this will cause more and more questioning of how much we spend on television.”

Loosening up

While the TV Upfront season does result in deal-making, the NewFronts have always been more about showcasing content, with a “save some money for this” message. What’s new this year is a greater flexibility, along with a growing emphasis on targeting and programmatic buying on the part of content platforms.

Jason Smith Headshot (highres)In the past, according to Jason Smith, vice president for digital media activation at Horizon Media (photo), “A lot of publishers were asking brands for firm upfront commitments around inventory very similarly to the Upfront; but there hadn’t been a lot of ability for advertisers to control that inventory.” For example, they might not have been able to optimize across sets of digital video inventory; advertisers were expected to buy a certain number of channels; and there were limits on audience guarantees. There was even a lack of flexibility in cancellation policies.

During this year’s NewFronts, Smith says, “They have been more focused on giving brands more control and programmatic access to some of the inventory. They are offering more forward-thinking ways to help people understand how to put their money against the inventory. That is a very big step.”

Armando Rodriguez Yahoo smallerSays Yahoo’s Rodriguez (photo), “When I speak to an advertiser they are looking for an efficient way to buy video impressions at scale.” He points to Yahoo’s integration of Brightroll as a way of giving video advertisers more access to data and programmatic buying. “Yahoo’s data from over 1 billion global users including desktop, mobile video advertising inventory, and audience insights available on BrightRoll’s media-agnostic DSP,” he says.

While deals are less likely to be forged at the NewFronts, Skiko says there’s a lot of value in them. For one thing, she’s always keeping an eye out for a client that might want to, for example, reach an audience of acculturated, bi-lingual Hispanics with an English-language cooking show. “You go there to learn and to assess,” she says. “It gives you the ability to begin the negotiation from a much better place.”

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What: ZenithOptimedia CEO, Steve King, revealed the latest wave of advertising forecasts at the Festival of Media Global in Rome. According to the report, global advertising spend is expected to grow to 5.5% in 2014 to US $537bn.
Why it matters: Although Television remains the dominant advertising medium , Mobile advertising is growing six times quicker than desktop internet,driven by the rapid adoption of smartphones and tablets. Mobile advertising has become a key factor to boost global advertising spend growth.

festival of media global 2014Steve-KingChief Executive of ZenithOptimedia, Steve King (photo), has revealed the latest wave of advertising forecasts for the first time on stage at the Festival of Media Global in Rome. According to King, we are “coming out of recession”, as 2013 figures revealed an industry which was returning to rude health.

King said that Publicis Groupe media network has revised its forecast for 2014 and now expects global Advertising to strengthen over the next three years, with global advertising spend growth forecast to rise from 3.9% in 2013 to 5.5% in 2014 to US $537bn. This growth is then projected to increase to 5.8% in 2015, followed by 6.1% in 2016 as a result of an improvement in the global economy, the spread of programmatic buying, and the rapid rise of mobile advertising.

forecasts per category

  • Mobile advertising is now growing six times quicker than desktop internet. Mobile, King said, is estimated to grow by an average of 50% a year between 2013 and 2016, driven by the rapid take-up of smartphones and tablets. By 2016 ,mobile advertising expenditure is expected to rise to US $45.0bn, representing 28.0% of internet expenditure and 7.6% of all expenditure.
  • Television remains the dominant advertising medium, attracting 40% of spend in 2013, nearly twice that taken by the internet (21%).Television ad spend is estimated to grow 5.2% in 2014, up from 4.4% in 2013, gaining most benefits of the Winter Olympics, football World Cup and mid-term US elections.
  • Internet, which is still the fastest-growing medium by some distance, is estimated to average a 16% annual growth for 2014 to 2016.
  • Display, the fastest-growing sub-category, is forecasted to grow at 21% a year to 2016. Traditional display (banners and other standard formats) is growing at 16% a year, increased by programmatic buying. Internet display may overtake paid search for the first time in 2015 and reach an ad spend of US$74.4bn in 2016.

“Advertisers are gaining in confidence as the world economy returns to stable growth. They will find plenty of opportunities to generate strong returns on their advertising investment in the fast-growing digital media, but should remember that television has lost none of its power to reach large and engaged audiences,” King said.

What: ZenithOptimedia CEO, Steve King, revealed the latest wave of advertising forecasts at the Festival of Media Global in Rome. According to the report, global advertising spend is expected to grow to 5.5% in 2014 to US $537bn.
Why it matters: Although Television remains the dominant advertising medium , Mobile advertising is growing six times quicker than desktop internet,driven by the rapid adoption of smartphones and tablets. Mobile advertising has become a key factor to boost global advertising spend growth.

festival of media global 2014Steve-KingChief Executive of ZenithOptimedia, Steve King (photo), has revealed the latest wave of advertising forecasts for the first time on stage at the Festival of Media Global in Rome. According to King, we are “coming out of recession”, as 2013 figures revealed an industry which was returning to rude health.

King said that Publicis Groupe media network has revised its forecast for 2014 and now expects global Advertising to strengthen over the next three years, with global advertising spend growth forecast to rise from 3.9% in 2013 to 5.5% in 2014 to US $537bn. This growth is then projected to increase to 5.8% in 2015, followed by 6.1% in 2016 as a result of an improvement in the global economy, the spread of programmatic buying, and the rapid rise of mobile advertising.

forecasts per category

  • Mobile advertising is now growing six times quicker than desktop internet. Mobile, King said, is estimated to grow by an average of 50% a year between 2013 and 2016, driven by the rapid take-up of smartphones and tablets. By 2016 ,mobile advertising expenditure is expected to rise to US $45.0bn, representing 28.0% of internet expenditure and 7.6% of all expenditure.
  • Television remains the dominant advertising medium, attracting 40% of spend in 2013, nearly twice that taken by the internet (21%).Television ad spend is estimated to grow 5.2% in 2014, up from 4.4% in 2013, gaining most benefits of the Winter Olympics, football World Cup and mid-term US elections.
  • Internet, which is still the fastest-growing medium by some distance, is estimated to average a 16% annual growth for 2014 to 2016.
  • Display, the fastest-growing sub-category, is forecasted to grow at 21% a year to 2016. Traditional display (banners and other standard formats) is growing at 16% a year, increased by programmatic buying. Internet display may overtake paid search for the first time in 2015 and reach an ad spend of US$74.4bn in 2016.

“Advertisers are gaining in confidence as the world economy returns to stable growth. They will find plenty of opportunities to generate strong returns on their advertising investment in the fast-growing digital media, but should remember that television has lost none of its power to reach large and engaged audiences,” King said.

What: ZenithOptimedia’s Newcast has launched VideoLab, an initiative to help clients optimize their online video content strategies.
Why is it important: Brands that create and distribute online-native video content, not just advertising, are discovering that it is one of the most effective ways to engage and excite consumers, says Mark Waugh, global CEO of Newcast.

Newcast, the specialist branded content and experience division of ZenithOptimedia, has launched VideoLab, a new consultancy service that –in collaboration with YouTube and Google’s Wildfire social marketing software– will help clients make better decisions about their online video content strategy and activation, by means of a workshop process.

VideoLab’s workshops will help clients create more relevant and authentic content that builds a sustainable audience across a client’s owned channels, and will also address issues such as how online video content should deliver brand messages in a social-led environment; what type and length of video content is most relevant for a particular client category; optimal publishing frequency for YouTube and how to maximise content visibility and shareability.

VideoLab will also offer a video content “health check”, data-driven insights to enhance video content planning and scheduling, expertise on new production and commissioning models for online video, access to YouTube content creators and channel founders and advice on creating a long-term social video strategy that delivers against business objectives. Sessions will be hosted in YouTube’s London and New York offices.

“With more than one billion people tuning monthly into content on YouTube, [this website] has become an integral place for brands to reach their audience online”, says Carlo D’Asaro, VP, sales and operations, Southern & Eastern Europe, Middle East, and Africa at Google.

Source: M&M Global.

What: ZenithOptimedia’s Newcast has launched VideoLab, an initiative to help clients optimize their online video content strategies.
Why is it important: Brands that create and distribute online-native video content, not just advertising, are discovering that it is one of the most effective ways to engage and excite consumers, says Mark Waugh, global CEO of Newcast.

Newcast, the specialist branded content and experience division of ZenithOptimedia, has launched VideoLab, a new consultancy service that –in collaboration with YouTube and Google’s Wildfire social marketing software– will help clients make better decisions about their online video content strategy and activation, by means of a workshop process.

VideoLab’s workshops will help clients create more relevant and authentic content that builds a sustainable audience across a client’s owned channels, and will also address issues such as how online video content should deliver brand messages in a social-led environment; what type and length of video content is most relevant for a particular client category; optimal publishing frequency for YouTube and how to maximise content visibility and shareability.

VideoLab will also offer a video content “health check”, data-driven insights to enhance video content planning and scheduling, expertise on new production and commissioning models for online video, access to YouTube content creators and channel founders and advice on creating a long-term social video strategy that delivers against business objectives. Sessions will be hosted in YouTube’s London and New York offices.

“With more than one billion people tuning monthly into content on YouTube, [this website] has become an integral place for brands to reach their audience online”, says Carlo D’Asaro, VP, sales and operations, Southern & Eastern Europe, Middle East, and Africa at Google.

Source: M&M Global.

El 2010 cerrará con un crecimiento de 4,9% según ZenithOptimedia y las perspectivas son aún más alentadoras de cara al futuro.Los ingresos publicitarios en Internet global llegarían a US$ 117 mil millones en 2016, según el reporte de Magna.

Se proyecta que los mercados emergentes crecerán en tasas muchos más rápidos que los sectores desarrollados. Entre 2010 y 2013, ZenithOptimedia estima que se verá en América Latina un alza del 26%.  El video y los medios sociales son los responsables de gran parte del incremento. Latinoamérica es la región con mejores proyecciones y Brasil el líder de los emergentes

El informe refleja, como en anteriores oleadas, que la velocidad de desarrollo para los próximos tres años de la industria publicitaría será mayor en los mercados emergentes. La razón fundamental de este desarrollo es un crecimiento económico más fuerte de estos países.

En años sucesivos, continuará el crecimiento aunque será más moderado. Para 2011, el continente crecerá un 8% respecto a este año, superado sólo por Japón, que llegará 10,9 por ciento.

En 2012, se invertirán en la región 7,6% por encima de lo previo, y en 2013 se gastará un 8,1% más.

Por otra parte, entre los mercados que más invierten en esta partida, Brasil es en la actualidad sexto mercado publicitario mundial, por detrás de Estados Unidos, Japón, Alemania, China y Reino Unido. Se espera que se mantenga en esta posición en el ranking de cara al 2013.