2. Se#ng
the
Stage
Moderator:
Susy
Rosado
(Director
and
Host,
9
Meses
TV)
3:05
PM
3. 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
4. Meet
The
Change
Agents:
Is
LaAn
America
really
ready
to
adopt
Real-‐
Time
MarkeAng?
3:10
PM
5. 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
6. 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
7. 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
8. Capital
AcPvo
Portada’s 2014 Latin American Advertising and Media Awards www.latam.portada-online.com #PortadaLat
9. Portada’s 2014 Latin American Advertising and Media Awards www.latam.portada-online.com #PortadaLat
10. Portada’s 2014 Latin American Advertising and Media Awards www.latam.portada-online.com #PortadaLat
11. Portada’s 2014 Latin American Advertising and Media Awards www.latam.portada-online.com #PortadaLat
12. Portada’s 2014 Latin American Advertising and Media Awards www.latam.portada-online.com #PortadaLat
13. Portada’s 2014 Latin American Advertising and Media Awards www.latam.portada-online.com #PortadaLat
14. Portada’s 2014 Latin American Advertising and Media Awards www.latam.portada-online.com #PortadaLat
15. WINNER
Visa
“Airport
Magazine
Points”-‐
OMD
Latam
Portada’s 2014 Latin American Advertising and Media Awards www.latam.portada-online.com #PortadaLat
16. 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
17. HOW GLOBAL BRAND PLANNING
INFLUENCES LATIN AMERICAN
MEDIA PLANS?
36. GLOBAL STRATEGY IS ALL ABOUT:
‘CONQUERING NEW MARKETS’
‘MAKING COUNTRIES BUY THE
STRATEGY AND CAMPAIGN’
‘ADAPTING GLOBAL THINKING TO
LOCAL MARKETS’,
‘CREATING SYNERGIES’
41. “WHY IS THIS BRITISH
GUY TELLING ME
WHAT TO DO IF HE
HAS NEVER
TOUCHED HIS
FINGER IN BRAZIL?”
42. 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…?
43. THIS HAPPENS IN 99% OF COMPANIES I KNOW
LOTS OF MONEY AND TIME
WASTED JUST BECAUSE OF
A WRONG MINDSET
44. BY CHANGING THIS MINDSET,
HOW CAN WE IMPROVE THE
BRAND BUILDING PROCESS?
48. LOOK AS MUCH FOR
THE PAST AS FOR THE
FUTURE OF A BRAND
49. 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
92. 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
96. 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
98. “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
106. 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
107. How Mexico’s leading financial marketer
promotes its products, through Digital Tools
June 2014
109. Agenda
• ATL integration
• Evangelization
• Building specialized teams
• Digital Media investment
• Social Media infrastructure
• Metrics
• Flexibility
111. 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
113. 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
114. Digital media investment
• Display
• Mobile
• Rich Media
• Sponsorships
• Promoted posts
• Social Ads
• SEM
• SEO
• eMail
121. 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
122.
123.
124.
125.
126.
127.
128.
129.
130.
131.
132.
133.
134.
135.
136.
137. Ignite
the
Entrepreneur
Inside
You!
Speakers:
Cesar
Salazar
(Venture
Partner,
500
Startups)
Victor
Kong
(President
of
Cisneros
InteracBve)
12:20
PM
138. Keynote:
The
Future
of
Technology
By
Design
Keynote
Speaker:
Scoe
Dadich
(Editor-‐in
Chief,
Wired)
2:30
PM
139. 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
140. 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
141. 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
142.
143. 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…
144.
145. 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.
146. 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.
158. 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
159. Portada Awards www.portada-online.com #Portada12
WINNER
Havas Media
Carolina Herrera
Sublime
Portada’s LATAM Advertising and Media Awards www.portada-online.com #PortadaLat
160. Portada Awards www.portada-online.com #Portada12
NOMINEES:
Brandigital
Portada’s LATAM Advertising and Media Awards www.portada-online.com #PortadaLat
Media 8
Elemento L2, LLC
Playful Interactive
GlobalMind
AMGW
161. Portada Awards www.portada-online.com #Portada12
WINNER
Playful
Interactive
Portada’s LATAM Advertising and Media Awards www.portada-online.com #PortadaLat
162. Portada Awards www.portada-online.com #Portada12
NOMINEES:
Impaktu
Portada’s LATAM Advertising and Media Awards www.portada-online.com #PortadaLat
DataXpand
Toca Boca
MediaDesk
PAL Periódicos
Asociados de
Latinoamérica
164. Portada Awards www.portada-online.com #Portada12
Que Rica Vida
EFE
NOMINEES:
PAL
Revista ¡Hola!
GDA
Portada’s LATAM Advertising and Media Awards www.portada-online.com #PortadaLat
165. Portada Awards www.portada-online.com #Portada12
WINNER
Revista ¡Hola!
Portada’s LATAM Advertising and Media Awards www.portada-online.com #PortadaLat
166. Portada Awards www.portada-online.com #Portada12
SapientNitro -
Buscopan
NOMINEES:
Portada’s LATAM Advertising and Media Awards www.portada-online.com #PortadaLat
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
167. Portada Awards www.portada-online.com #Portada12
WINNER
Open English -
Persueychon &
Spaghetti Western
Portada’s LATAM Advertising and Media Awards www.portada-online.com #PortadaLat
168. Portada Awards www.portada-online.com #Portada12
Open English -
Persueychon
Havas Media -
Nina Ricci
Axe Random -
Ponce
Visa “Check-In “ –
OMD Latam
Portada’s LATAM Advertising and Media Awards www.portada-online.com #PortadaLat
Nike - “Arriesgalo
todo”
CELISTICS
169. Portada Awards www.portada-online.com #Portada12
WINNER
Visa
“Check-In“
OMD
Latam
Portada’s LATAM Advertising and Media Awards www.portada-online.com #PortadaLat
170. Portada Awards www.portada-online.com #Portada12
Open English -
Persueychon &
Spaghetti Western
Havas Media- Nina
Ricci
Havas Media -
Carolina Herrera
Portada’s LATAM Advertising and Media Awards www.portada-online.com #PortadaLat
Dove - Ogilvy Brasil
172. Portada Awards www.portada-online.com #Portada12
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
Portada’s LATAM Advertising and Media Awards www.portada-online.com #PortadaLat
Christian Storandt -
CEO The 13th Floor
Studios
Silvina Moschini -
CEO & Founder -
Intuic