Latam summit 2014 final_presentation

Se#ng
the
Stage

Moderator:

 Susy
Rosado
(Director
and
Host,
9
Meses
TV)
3:05
PM

Meet
The
Change
Agents:
Is
LaAn

America
really
ready
to
adopt
Real-‐
Time
MarkeAng?

Moderator:

 Diego
Fernandez-‐MarAn
(SVP/Managing
Director,
Starcom)
Speaker:

 Clara
Alvarado
(Senior
MarkeAng
Manager,
Cisco)
 Alejandro
Campos
Carlés
(Cor Managing
Director
&
Founder, StartMeApp)
 Marlene
Moronta
(MarkeAng
Director,
Estee
Lauder
Companies)
3:10
PM

Meet
The
Change
Agents:
Is
LaAn

America
really
ready
to
adopt
Real-‐
Time
MarkeAng?

3:10
PM

Entering
the
Real-‐Time
MarkeAng
Age
I:

A
case
study
from
a
leading
Brewer

Speaker:

 Felix
Palau
(Brand
VP
Global
MarkeAng
Américas,
Heineken)
4:00
PM

LaAn
American
Print
AdverAsing

Awards

Check
out
the
ads
that
have
been
shortlisted
and

celebrate
the
winning
Campaign

Presented
by
PAL
Periodicos

4:50
PM

Samsung
Galaxy
S5
-‐

México

Visa
“Airport
Magazine

Points”-‐
OMD
Latam

Canon
-‐
JWT
México

Bradesco
-‐
WMcCann

Brasil

NOMINEES:

Volkswagen
México
-‐

"EmoPcon"

ECOTURF

Capital
AcPvo

Portada’s 2014 Latin American Advertising and Media Awards www.latam.portada-online.com #PortadaLat

Capital
AcPvo


WINNER

Visa
“Airport

Magazine
Points”-‐

OMD
Latam


Mondelez:
How
Global
Brand
Planning

Inﬂuences
LaAn
American
Media
Buys

Speakers:

 Annika
Blockstrand
(Regional
Media
Director,
Mondelez

InternaAonal)

 Caio
del
Manto
(Brand
Planning
Lead
LaAn
America/Global
Brand

Strategist
Mondelez
InternaAonal)

5:00
PM

HOW GLOBAL BRAND PLANNING
INFLUENCES LATIN AMERICAN
MEDIA PLANS?

X
GLOBAL
BELIEVING
THEY TRULY
KNOW THE
WORLD
LOCAL
THINKING
THEIR LOCAL
TRUTH IS THE
BEST ONE

‘GLOBAL’ ‘REGIONAL’ ‘LOCAL’

BEHAVIOR
IMPACTS BRAND
CONSISTENCY

CREATE ONE BIG AND BOLD PURPOSE
BUILD COHERENT BRAND ARCHITECTURE
DEVELOP CONSISTENT STORYTELLING
DESIGN UNIQUE BRAND EXPERIENCES

INFLUENCES
EVERY SINGLE DETAIL IN THE
BRAND BUILDING PROCESS

HOW CAN WE TURN THIS
TENSION INTO POSITIVE ENERGY
TO MAKE OUR BRANDS STRONGER?

EXPERIMENTING
NEW MODELS
NEW BEHAVIORS
LEARNING BY DOING
MAKING LOTS OF MISTAKES

SELFISH BEHAVIOR
GENERATE TENSION
IN CORPORATE ROUTINE

LESSONS TO HACK
CORPORATE ROUTINE
(THEN HELP PEOPLE BEHAVE LESS
SELFISHLY)

ABOLISH
CORPORATE TERMS
SUCH AS ‘GLOBAL’,
‘REGIONAL’ OR ‘LOCAL’

THE CORPORATE WORLD
STILL FOLLOWS THIS LOGIC

GLOBAL STRATEGY IS ALL ABOUT:
‘CONQUERING NEW MARKETS’
‘MAKING COUNTRIES BUY THE
STRATEGY AND CAMPAIGN’
‘ADAPTING GLOBAL THINKING TO
LOCAL MARKETS’,
‘CREATING SYNERGIES’

WHY WE FOLLOW
THIS ‘HOW’?
(AND NOT ANOTHER ONE)

LISTEN, FILTER AND
UNDERSTAND BOTH SIDES

“WHY IS THIS BRITISH
GUY TELLING ME
WHAT TO DO IF HE
HAS NEVER
TOUCHED HIS
FINGER IN BRAZIL?”

HOW TO DEAL WITH
MORE THAN 20 COUNTRIES
WANTING TO RUN THEIR
OWN CAMPAIGNS?
AND WORST, ALL THEM
FOLLOWING DIFFERENT
STRATEGIES. HOW MANY
HOURS WILL I HAVE SPEND
ON A PHONE, SKYPE,
PLANE…?

THIS HAPPENS IN 99% OF COMPANIES I KNOW
LOTS OF MONEY AND TIME
WASTED JUST BECAUSE OF
A WRONG MINDSET

BY CHANGING THIS MINDSET,
HOW CAN WE IMPROVE THE
BRAND BUILDING PROCESS?

EVERY BRAND CARRIES SOME
AMAZING THING TO BE UNCOVERED

LOOK AS MUCH FOR
THE PAST AS FOR THE
FUTURE OF A BRAND

PEOPLE (GLOBAL AND LOCAL)
UNDERSTAND BRANDS IN DIFFERENT
WAYS UNTIL YOU PUSH THEM TO
EXPERIENCE WHAT THE DEEP
CONNECTION OR THE BRAND’S
MOJO IS ALL ABOUT

“ARE YOU
STILL
DRINKING
TANG UP
THERE?”

RESPECT HISTORY
(OF HOW PEOPLE RELATE TO A BRAND)

EXPERIMENT WITH YOUR
BRAND LIKE IT WAS THE
MAIN INGREDIENT OF
A SCIENCE LAB

MAKE THIS EXPERIENCE
COLLABORATIVE

WE LIVE IN A
BRAND BASED
ECONOMY

WE ARE NOT DIFFERENT
AT MONDELEZ

DO YOU REALLY
CARE IF TRIDENT
WISHES YOU A
HAPPY WHITE
SMILEY DAY??

ATTENTION
CONVERSATION
UTILITY
TRUST
INFORMATION
IDENTITY
LOCAL
SOCIAL
CURRENCY

PEOPLE IN LATAM ARE
NO LONGER THE LAGGARDS

TWO TRENDS THAT
IMPACT OUR REGION
EMERGING
MIDDLE CLASS BETTER ACCESS

WE ARE A SOCIAL BUNCH,
ALWAYS SHARING EVERYTHING

50% OF THE
LATIN AMERICAN
POPULATION
IS ONLINE

BRAZIL, THE SOCIAL
CAPITAL OF THE WORLD

“I TELL MY FRIENDS ABOUT YOUR
BRAND NOT BECAUSE I LIKE YOUR
BRAND, BUT BECAUSE I LIKE MY
FRIENDS.”
MIKE ARAUZ

WE LIKE TO USE SM
WHILE WATCHING TV

WE
HAVE
HUGE
CHALLENGES

1 Zenith Optimedia http://goo.gl/jssG9f
2 Estimate based on Nielsen and eMarketer data

THE IMPORTANCE OF
EXPERIMENTING WITH
REAL TIME IDEAS

1 BIG PROBLEM
SMALL TEAMS = 4 PEOPLE
2 WEEKS TO CRACK IT
MULTIPLE SOLUTIONS =
MULTIPLE HIPOTHESIS
CONTROLLED ENVIRONMENTS
IMPLEMENT AND LEARN
SPREAD TO OTHER CITIES
ACCORDINGLY TO LEARNINGS

1/ HACK CORPORATE ROUTINE
2/ ABOLISH ‘GLOBAL’, ‘LOCAL’ AND MKT
BLABLABLA
3/ UNCOVER YOUR BRAND’S MOJO TO
MAKE EVERYBODY REALLY GETS IT
4/ TAKE YOUR BRAND TO THE GARAGE
5/ MAKE THE EXPERIENCE COLLABORATIVE
6/ IT IS ALL ABOUT THE CUSTOMER
7/ UNDERSTAND THE LOCAL SOCIAL
CURRENCY
8/ EXPERIMENT WITH REAL TIME IDEAS

“Contar
Historias”
/
Brandstory
Telling

in
La6n
America

Moderator:

 Tom
Gerace
(CEO,
Skyword)

Speakers:

 Carlos
Espindola
(eHub
Manager
LaBn
America,
3M)

 Juan
Carlos
Pedreira
(Partner/Senior
Social
media
Strategist
Social
Business

Hub,
Inc.)

 Denisse
Guerra
(Regional
MarkeBng
Director
LaBna
America,
The
Estée
Lauder

Companies
Inc.)

 Fernando
Rodriguez
(DG
ConsulBng,
Miami)

9:20
AM

©
2014
Skyword
Inc,
ConﬁdenBal.
All
rights
reserved.

Brand
Storytelling
in

LaBn
America

A
PRESENTATION
FOR

Portada
–
LatAm
AdverBsing
and

Media
Summit
–
2014

3
©
2014
Skyword
Inc,
ConﬁdenBal.
All
rights
reserved.

The
World
Is
Changing

4
©
2014
Skyword
Inc,
ConﬁdenBal.
All
rights
reserved.

5
©
2014
Skyword
Inc,
ConﬁdenBal.
All
rights
reserved.

6
©
2014
Skyword
Inc,
ConﬁdenBal.
All
rights
reserved.

76%
of
marketers
think
markeBng
has
changed
more

in
the
past
2
years
than
in
the
past
50
years

Adobe
Digital
Business
Survey
2013

7
©
2014
Skyword
Inc,
ConﬁdenBal.
All
rights
reserved.

Content
MarkeBng
Landscape

8
©
2014
Skyword
Inc,
ConﬁdenBal.
All
rights
reserved.

Search
and
Social:
Gateways
to
Consumers

115BILLION
GLOBAL SEARCHES
every month on Google Search
36BILLION
SOCIAL SHARES
every month in the US

Mexico:
How
Mexico’s
leading
ﬁnancial

marketer
promotes
its
products

Speaker:

 David
Fierro
Villavicencio
(VP
Digital
MarkeBng,
Banamex)

Introduced
by:

 Fernando
Calderon
(Director
of
MarkeBng
&
PR,
OCC
Mundial)

10:00
AM

How Mexico’s leading financial marketer
promotes its products, through Digital Tools
June 2014

Video / Digital MKT Achievements

Agenda
•  ATL integration
•  Evangelization
•  Building specialized teams
•  Digital Media investment
•  Social Media infrastructure
•  Metrics
•  Flexibility

ATL integration
Procurement
Legal
Creative concept
Ad PreProduction
Ad Post-ProductionAd Production
Technology
Media
planning
Drive to Web
Click to call

Evangelization
•  Digital day
–  International speakers
–  Top management
–  Souvenirs
–  Expo Zone
•  Digital Habits Study
–  Digital Compass (Brújula Digital)
•  Digital Diploma
–  3 generations
–  More than 100 alumini
•  Conferences
•  Plenaria, Regional meetings,
Councils
•  Univeristies
•  Featuring on books and articles
•  International events
•  Industry participation
–  iab, cim, MMA, AMIPCI

Video / Customer Journey Digital Banking

Building specialized teams… (to be blended with ATL)
eMail
MKT

Social
Media

Digital
media
planning

Mobile

PMO

Research

Online

Sales

Portal

Bridge

Training

cim
iab

MMA

AMIPCI

Service
Team

A

Service
Team

B

Service
Team
C

Channels

Digital media investment
•  Display
•  Mobile
•  Rich Media
•  Sponsorships
•  Promoted posts
•  Social Ads
•  SEM
•  SEO
•  eMail

Social Media infrastructure investment
•  Community managers
•  Account managers
•  Research
•  Analysis
•  Curatore
•  Editors
•  Designers
•  BTL activations
•  MKT strategy
•  Client service
•  …
2011
x632014

Metrics
•  Omniture
•  Comscore
•  iab
•  cim
•  AMIPCI
•  Media Mind
•  Google
•  Radian 6
•  Klout
•  AdHoc

Flexibility
•  Constant changes
–  Technology
–  Regulation
–  Budget
–  Media
–  Key players
–  Platforms
–  Internet adoption
–  Internet habits
–  …

GRACIAS!!
David Fierro Villavicencio
@david_fierro
bit.ly/dfierrov

Entering
the
Real-‐Time
Marke6ng
Age
II

Moderator:

 Juan
David
Pinzon
(President,
Ariadna)

Panelists:

 Mario
Garello
(Regional
MarkeBng
and
AdverBsing
Manager,

Despegar)

 Ana
Margarita
Ramirez
Zapata
(Digital
MarkeBng
and
Sales

Manager,
Americas,
Melias
Hotels
InternaBonal)

 Ricardo
Rivera
Alaniz
(Director
of
MarkeBng,
Volaris)

11:30
AM

Ignite
the
Entrepreneur
Inside
You!

Speakers:

 Cesar
Salazar
(Venture
Partner,
500
Startups)

 Victor
Kong
(President
of
Cisneros
InteracBve)

12:20
PM

Keynote:
The
Future
of
Technology
By

Design

Keynote
Speaker:

 Scoe
Dadich
(Editor-‐in
Chief,
Wired)

2:30
PM

The
Future
of
Technology,
by
Design
–
Scott
Dadich

Slide
count:
75

Runtime:
~35
minutes

Introductory
note:

This
presentation
takes
a
micro-‐
and
macro-‐level
look
at
the
forces
propelling

contemporary
trends
in
technology.
Specifically,
it
introduces
design
as
an
essential

framework
for
understanding
why
personal
tech
exists
in
its
current
form
and
what

it
might
look
in
the
near
term
and
beyond.

1. WHAT
DOES
DESIGN
MEAN
TO
TECHNOLOGY?

a. Wright
Brothers
example

i. There
are
popular
folk-‐histories
surrounding
the
Wright

brothers,
but
in
reality
they
weren’t
the
first
people
to
fly,
they

were
the
first
people
to
design
the
human
flying
experience.

b. So
then
who
are
designers,
and
what
do
they
do?

i. Examples:
designers
are
interface
designers,
architects,

programmers

ii. They
determine
how
people
experience
the
things
we
make:

choosing
colors,
materials,
programming
languages,
etc.

iii. There
are
design
questions.

c. Design
can
be
aesthetic
but
not
always.
It’s
not
just
about
making

things
beautiful;
it’s
about
making
them
work.

i.
It
doesn’t
draw
attention
to
itself;
it
merely
allows
users
to

accomplish
their
tasks
with
the
maximal
amount
of
efficiency

and
pleasure.

d. With
that
understanding,
good
design…

i. Examples:
products,
branding,
clothing,
interfaces,
etc.
that

each
represent
a
tenet
of
good
design

1. e.g.
Good
design
is
as
little
design
as
possible,
using

Apple’s
product
design
as
the
case

2.
WHAT’S
NEXT
FOR
TECHNOLOGY?

a. It
will
fade
into
our
everyday
experience,
instead
of
pulling
us
away

from
it.

b. That’s
lead
by
good
design:
it’s
how
we
shape
experience
for
the

better

c. It’s
reconciling
the
notion
of
adding
complexity
to
make
our
lives

more
convenient.

i. Examples:
Tech
products
that
enrich
but
don’t
complicate

1. E.g.
How
Jawbone
up
is
changing/improving
athletic

training
at
major
NCAA
programs
like
KU

3. 2014:
5
TRENDS
TO
WATCH

a. #1:
Wearables

i. Look
at
forecast
market
growth
as
well
as
hardware
potential

1. E.g.
Bluetooth
Smart

b. #2:
Ultra-‐HDTV

i. A
look
at
planned
technology
releases,
limitation
challenges

posed
to
content
providers,
and
content
verticals
that
might

drive
its
success.

c.
#3:
Console
War
VIII

i. A
look
at
PS4
&
Xbox:
the
continued
record
setting
sales
of

both
products,
and
a
comparative
analysis
to
examine
what

sort
of
technological
futures
each
of
these
consoles
is

pioneering,
respectively.

d. #4:
Biometrics

i. A
look
at
the
‘post-‐password’
world
and
how
we’re
investing
in

tech
that
uses
unique
biological
markers
to
protect
our

information.

e. #5:
Quantified
Car

i. A
look
at
how
car
makers
and
software
developers
are

advancing
the
integration
of
our
personal
technology
into

automobiles
and
how
that
will
change
our
driving
experience

in
the
near
future.

4. Connecting
the
dots

a. How
are
these
trends
interrelated?
(Connecting
them
to
larger

movements
in
design/technology)

i. They’re
Data-‐Driven

ii. They’re
Bandwidth
Intensive

iii. They’re
Individually
Focused

5. Closing
remarks

Futbol-‐
The
Biggest
Show
in
the
World!

What
will
the
2014
Soccer
World
Cup
bring
in
terms
of

sports
marke=ng?

Speaker:

 Fernando
Fiore
(Sports
Anchor,
Republica
DeporBva,
Univision)

Interviewed
By:

 Pacino
Mancillas
(Partner,
AC&M
Group)

3:30
PM

In
just
2
weeks,
the
US
is
going
to
to
go
“soccer
mad”

This
is
happening
not
just
with
the
World
Cup.
You
got

Premier
League
on
NBC,
the
MLS
success
on
markets
like

Portland
and
Seaele…

But
do
not
take
my
word
for
it.
This
was
just
4
years
ago…

Speaking
of
Donovan…EVERYBODY
was
talking
about
KLINSMANN

not
taking
him.

Soccer
IS
already
mainstream
in
the
US
and
it
will
only
keep
growing

We
are
the
AC&M
Group
and
we
have
been
helping
brands
to

understand
and
reach
the
soccer
consumer
since
2005.

We
have
a
ton
of
research
and
success
studies,
so
if
you
are

interested,
please
come
and
see
me
at
the
end
of
the
presentaBon.

Fernando
Fiore
was
born
on
July
9,

1960
in
ArgenBna
and
has
lived
here

for
more
than
three
decades.
A

devoted
fan
of
River,
a
VIP
among

VIPs,
he
is
a
great
communicator
and

business
man.
Como
buen
La=no,

Fiore
has
done
everything:
theater,

radio
and
television;
he
writes
for

newspapers,
magazines
and
the

Internet
and
is
the
"President"
of

"República
DeporBva"
the
#1
sports

program

for
LaBnos.
His
passion
for

football
led
him
to
cover
six
World

Cups
for
Univision,
and
this
year
will

be
in
Brazil
2014.

La6n
American
Adver6sing
and

Media
Award
Ceremony

Time
to
celebrate
the
best
markeBng,

thinking
and
communicaBons
across

LaBn
America!

4:30
PM

Portada Awards www.portada-online.com #Portada12Portada’s LATAM Advertising and Media Awards www.portada-online.com #PortadaLat

Portada Awards www.portada-online.com #Portada12
NOMINEES:

Portada Awards www.portada-online.com #PortadaLatin
Impremedia -
Honda
“FuelersTV”
Havas Media -
Nina Ricci
Impremedia -
California
Endowment, “La
salud empieza
aquí”

Havas Media -
Carolina Herrera
Sublime

Portada’s LATAM Advertising and Media Awards www.portada-online.com #PortadaLat

WINNER

Havas Media
Carolina Herrera
Sublime

NOMINEES:

Brandigital
Media 8
Elemento L2, LLC
Playful Interactive
GlobalMind
AMGW

WINNER

Playful
Interactive

NOMINEES:

Impaktu
DataXpand
Toca Boca
MediaDesk
PAL Periódicos
Asociados de
Latinoamérica

WINNER

DataXpand

Que Rica Vida

EFE

NOMINEES:

PAL

Revista ¡Hola!

GDA


WINNER

Revista ¡Hola!

SapientNitro -
Buscopan

NOMINEES:

Gatorade “Virtual
Marathon” – OMD
Latam

Head & Shoulders -
Starcom - Microsoft

Havas Media- Nina
Ricci
Open English -
Persueychon &
Spaghetti Western
GlobalMind -
Sony VAIO

Microsoft
Advertising-
Sudacannes
The Egos Battle

WINNER

Open English -
Persueychon &
Spaghetti Western

Open English -
Persueychon
Havas Media -
Nina Ricci
Axe Random -
Ponce
Visa “Check-In “ –
OMD Latam
Nike - “Arriesgalo
todo”
CELISTICS

WINNER

Visa
“Check-In“

OMD
Latam


Open English -
Persueychon &
Spaghetti Western
Havas Media- Nina
Ricci
Havas Media -
Carolina Herrera
Dove - Ogilvy Brasil

WINNER


Mario Cordon - CMO
Open English
Martin Kogan - CEO
& Co-Founder
Headway Digital
Alejandra Palomares -
Account Executive of L
and L Broadcasting
Germán Herebia -
CEO RedMas
Christian Storandt -
CEO The 13th Floor
Studios
Silvina Moschini -
CEO & Founder -
Intuic

Latam summit 2014 final_presentation

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Latam summit 2014 final_presentation