1.Se#ngtheStage Moderator: SusyRosado(DirectorandHost,9MesesTV) 3:05PM

2. MeetTheChangeAgents:IsLaAn AmericareallyreadytoadoptReal- TimeMarkeAng? Moderator: DiegoFernandez-MarAn(SVP/ManagingDirector,Starcom) Speaker: ClaraAlvarado(SeniorMarkeAngManager,Cisco) AlejandroCamposCarls(Cor ManagingDirector&Founder, StartMeApp) MarleneMoronta(MarkeAngDirector,EsteeLauderCompanies) 3:10PM 3. MeetTheChangeAgents:IsLaAn AmericareallyreadytoadoptReal- TimeMarkeAng? 3:10PM 4. EnteringtheReal-TimeMarkeAngAgeI: AcasestudyfromaleadingBrewer Speaker: FelixPalau(BrandVPGlobalMarkeAngAmricas,Heineken) 4:00PM 5. LaAnAmericanPrintAdverAsing Awards Checkouttheadsthathavebeenshortlistedand celebratethewinningCampaign PresentedbyPALPeriodicos 4:50PM 6. SamsungGalaxyS5- Mxico VisaAirportMagazine Points-OMDLatam Canon-JWTMxico Bradesco-WMcCann Brasil NOMINEES: VolkswagenMxico- "EmoPcon" ECOTURF CapitalAcPvo Portadas 2014 Latin American Advertising and Media Awards www.latam.portada-online.com #PortadaLat 7. CapitalAcPvo Portadas 2014 Latin American Advertising and Media Awards www.latam.portada-online.com #PortadaLat 8. Portadas 2014 Latin American Advertising and Media Awards www.latam.portada-online.com #PortadaLat 9. Portadas 2014 Latin American Advertising and Media Awards www.latam.portada-online.com #PortadaLat 10. Portadas 2014 Latin American Advertising and Media Awards www.latam.portada-online.com #PortadaLat 11. Portadas 2014 Latin American Advertising and Media Awards www.latam.portada-online.com #PortadaLat 12. Portadas 2014 Latin American Advertising and Media Awards www.latam.portada-online.com #PortadaLat 13. Portadas 2014 Latin American Advertising and Media Awards www.latam.portada-online.com #PortadaLat 14. WINNER VisaAirport MagazinePoints- OMDLatam Portadas 2014 Latin American Advertising and Media Awards www.latam.portada-online.com #PortadaLat 15. Mondelez:HowGlobalBrandPlanning InuencesLaAnAmericanMediaBuys Speakers: AnnikaBlockstrand(RegionalMediaDirector,Mondelez InternaAonal) CaiodelManto(BrandPlanningLeadLaAnAmerica/GlobalBrand StrategistMondelezInternaAonal) 5:00PM 16. HOW GLOBAL BRAND PLANNING INFLUENCES LATIN AMERICAN MEDIA PLANS? 17. TENSION 18. + - 19. GLOBAL X LOCAL 20. X GLOBAL BELIEVING THEY TRULY KNOW THE WORLD LOCAL THINKING THEIR LOCAL TRUTH IS THE BEST ONE 21. GLOBAL REGIONAL LOCAL 22. BEHAVIOR NOT PROCESS 23. BEHAVIOR IMPACTS BRAND CONSISTENCY 24. CREATE ONE BIG AND BOLD PURPOSE BUILD COHERENT BRAND ARCHITECTURE DEVELOP CONSISTENT STORYTELLING DESIGN UNIQUE BRAND EXPERIENCES 25. INFLUENCES EVERY SINGLE DETAIL IN THE BRAND BUILDING PROCESS 26. HOW CAN WE TURN THIS TENSION INTO POSITIVE ENERGY TO MAKE OUR BRANDS STRONGER? 27. EXPERIMENTING NEW MODELS NEW BEHAVIORS LEARNING BY DOING MAKING LOTS OF MISTAKES 28. SELFISH BEHAVIOR GENERATE TENSION IN CORPORATE ROUTINE 29. LESSONS TO HACK CORPORATE ROUTINE (THEN HELP PEOPLE BEHAVE LESS SELFISHLY) 30. ABOLISH CORPORATE TERMS SUCH AS GLOBAL, REGIONAL OR LOCAL 31. THE CORPORATE WORLD STILL FOLLOWS THIS LOGIC 32. GLOBAL STRATEGY IS ALL ABOUT: CONQUERING NEW MARKETS MAKING COUNTRIES BUY THE STRATEGY AND CAMPAIGN ADAPTING GLOBAL THINKING TO LOCAL MARKETS, CREATING SYNERGIES 33. WHY WE FOLLOW THIS HOW? (AND NOT ANOTHER ONE) 34. LISTEN, FILTER AND UNDERSTAND BOTH SIDES 35. WHY IS THIS BRITISH GUY TELLING ME WHAT TO DO IF HE HAS NEVER TOUCHED HIS FINGER IN BRAZIL? 36. 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? 37. THIS HAPPENS IN 99% OF COMPANIES I KNOW LOTS OF MONEY AND TIME WASTED JUST BECAUSE OF A WRONG MINDSET 38. BY CHANGING THIS MINDSET, HOW CAN WE IMPROVE THE BRAND BUILDING PROCESS? 39. 2 CRUCIAL THINGS 40. UNCOVERING BRANDS MOJOS 1 41. EVERY BRAND CARRIES SOME AMAZING THING TO BE UNCOVERED 42. LOOK AS MUCH FOR THE PAST AS FOR THE FUTURE OF A BRAND 43. PEOPLE (GLOBAL AND LOCAL) UNDERSTAND BRANDS IN DIFFERENT WAYS UNTIL YOU PUSH THEM TO EXPERIENCE WHAT THE DEEP CONNECTION OR THE BRANDS MOJO IS ALL ABOUT 44. ARE YOU STILL DRINKING TANG UP THERE? 45. TANG SUCKS! BUZZ ALDRIN 46. RESPECT HISTORY (OF HOW PEOPLE RELATE TO A BRAND) 47. TAKING BRANDS TO THE GARAGE 2 48. EXPERIMENT WITH YOUR BRAND LIKE IT WAS THE MAIN INGREDIENT OF A SCIENCE LAB 49. MAKE THIS EXPERIENCE COLLABORATIVE 50. GO FOR IT, ANNIKA 51. HOW TO MAKE IT REAL? 52. WE LIVE IN A BRAND BASED ECONOMY 53. WE ARE NOT DIFFERENT AT MONDELEZ 54. DO YOU REALLY CARE IF TRIDENT WISHES YOU A HAPPY WHITE SMILEY DAY?? 55. ATTENTION CONVERSATION UTILITY TRUST INFORMATION IDENTITY LOCAL SOCIAL CURRENCY 56. BORING IS THE NEW EVIL! 57. LATAM CONNECTED 58. PEOPLE IN LATAM ARE NO LONGER THE LAGGARDS 59. ABOUT CONNECTED NETWORKS 60. TWO TRENDS THAT IMPACT OUR REGION EMERGING MIDDLE CLASS BETTER ACCESS 61. WE ARE A SOCIAL BUNCH, ALWAYS SHARING EVERYTHING 62. 50% OF THE LATIN AMERICAN POPULATION IS ONLINE 63. BRAZIL, THE SOCIAL CAPITAL OF THE WORLD 64. I TELL MY FRIENDS ABOUT YOUR BRAND NOT BECAUSE I LIKE YOUR BRAND, BUT BECAUSE I LIKE MY FRIENDS. MIKE ARAUZ 65. WE LIKE TO USE SM WHILE WATCHING TV 66. WEHAVEHUGECHALLENGES 1 Zenith Optimedia http://goo.gl/jssG9f 2 Estimate based on Nielsen and eMarketer data 67. 86 68. THE IMPORTANCE OF EXPERIMENTING WITH REAL TIME IDEAS 69. THE SPROUT MODEL 70. 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 71. GUMS 72. SUMMARIZING 73. 1/ HACK CORPORATE ROUTINE 2/ ABOLISH GLOBAL, LOCAL AND MKT BLABLABLA 3/ UNCOVER YOUR BRANDS 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 74. GRACIASOBRIGADOTHANKS 75. ContarHistorias/BrandstoryTelling inLa6nAmerica Moderator: TomGerace(CEO,Skyword) Speakers: CarlosEspindola(eHubManagerLaBnAmerica,3M) JuanCarlosPedreira(Partner/SeniorSocialmediaStrategistSocialBusiness Hub,Inc.) DenisseGuerra(RegionalMarkeBngDirectorLaBnaAmerica,TheEsteLauder CompaniesInc.) FernandoRodriguez(DGConsulBng,Miami) 9:20AM 76. 2014SkywordInc,CondenBal.Allrightsreserved. BrandStorytellingin LaBnAmerica APRESENTATIONFOR PortadaLatAmAdverBsingand MediaSummit2014 77. 32014SkywordInc,CondenBal.Allrightsreserved. TheWorldIsChanging 78. 42014SkywordInc,CondenBal.Allrightsreserved. 79. 52014SkywordInc,CondenBal.Allrightsreserved. 80. 62014SkywordInc,CondenBal.Allrightsreserved. 76%ofmarketersthinkmarkeBnghaschangedmore inthepast2yearsthaninthepast50years AdobeDigitalBusinessSurvey2013 81. 72014SkywordInc,CondenBal.Allrightsreserved. ContentMarkeBngLandscape 82. 82014SkywordInc,CondenBal.Allrightsreserved. SearchandSocial:GatewaystoConsumers 115BILLION GLOBAL SEARCHES every month on Google Search 36BILLION SOCIAL SHARES every month in the US 83. Mexico:HowMexicosleadingnancial marketerpromotesitsproducts Speaker: DavidFierroVillavicencio(VPDigitalMarkeBng,Banamex) Introducedby: FernandoCalderon(DirectorofMarkeBng&PR,OCCMundial) 10:00AM 84. How Mexicos leading financial marketer promotes its products, through Digital Tools June 2014 85. Video / Digital MKT Achievements 86. Agenda ATL integration Evangelization Building specialized teams Digital Media investment Social Media infrastructure Metrics Flexibility 87. ATL integration Procurement Legal Creative concept Ad PreProduction Ad Post-ProductionAd Production Technology Media planning Drive to Web Click to call 88. Evangelization Digital day International speakers Top management Souvenirs Expo Zone Digital Habits Study Digital Compass (Brjula 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 89. Video / Customer Journey Digital Banking 90. Building specialized teams (to be blended with ATL) eMailMKT SocialMedia Digitalmediaplanning Mobile PMO Research Online Sales Portal Bridge Training cim iab MMA AMIPCI ServiceTeam A ServiceTeam B ServiceTeamC Channels 91. Digital media investment Display Mobile Rich Media Sponsorships Promoted posts Social Ads SEM SEO eMail 92. Video PayPass Paulina Rubio 93. Social Media infrastructure investment Community managers Account managers Research Analysis Curatore Editors Designers BTL activations MKT strategy Client service 2011 x632014 94. Video #MiedoNo 95. Metrics Omniture Comscore iab cim AMIPCI Media Mind Google Radian 6 Klout AdHoc 96. Flexibility Constant changes Technology Regulation Budget Media Key players Platforms Internet adoption Internet habits 97. GRACIAS!! David Fierro Villavicencio @david_fierro bit.ly/dfierrov 98. EnteringtheReal-TimeMarke6ngAgeII Moderator: JuanDavidPinzon(President,Ariadna) Panelists: MarioGarello(RegionalMarkeBngandAdverBsingManager, Despegar) AnaMargaritaRamirezZapata(DigitalMarkeBngandSales Manager,Americas,MeliasHotelsInternaBonal) RicardoRiveraAlaniz(DirectorofMarkeBng,Volaris) 11:30AM 99. IgnitetheEntrepreneurInsideYou! Speakers: CesarSalazar(VenturePartner,500Startups) VictorKong(PresidentofCisnerosInteracBve) 12:20PM 100. Keynote:TheFutureofTechnologyBy Design KeynoteSpeaker: ScoeDadich(Editor-inChief,Wired) 2:30PM 101. TheFutureofTechnology,byDesignScottDadich Slidecount:75 Runtime:~35minutes Introductorynote: Thispresentationtakesamicro-andmacro-levellookattheforcespropelling contemporarytrendsintechnology.Specifically,itintroducesdesignasanessential frameworkforunderstandingwhypersonaltechexistsinitscurrentformandwhat itmightlookintheneartermandbeyond. 1. WHATDOESDESIGNMEANTOTECHNOLOGY? a. WrightBrothersexample i. Therearepopularfolk-historiessurroundingtheWright brothers,butinrealitytheywerentthefirstpeopletofly,they werethefirstpeopletodesignthehumanflyingexperience. b. Sothenwhoaredesigners,andwhatdotheydo? i. Examples:designersareinterfacedesigners,architects, programmers ii. Theydeterminehowpeopleexperiencethethingswemake: choosingcolors,materials,programminglanguages,etc. iii. Therearedesignquestions. c. Designcanbeaestheticbutnotalways.Itsnotjustaboutmaking thingsbeautiful;itsaboutmakingthemwork. i. Itdoesntdrawattentiontoitself;itmerelyallowsusersto accomplishtheirtaskswiththemaximalamountofefficiency andpleasure. d. Withthatunderstanding,gooddesign i. Examples:products,branding,clothing,interfaces,etc.that eachrepresentatenetofgooddesign 1. e.g.Gooddesignisaslittledesignaspossible,using Applesproductdesignasthecase 2. WHATSNEXTFORTECHNOLOGY? a. Itwillfadeintooureverydayexperience,insteadofpullingusaway fromit. b. Thatsleadbygooddesign:itshowweshapeexperienceforthe better c. Itsreconcilingthenotionofaddingcomplexitytomakeourlives moreconvenient. i. Examples:Techproductsthatenrichbutdontcomplicate 1. E.g.HowJawboneupischanging/improvingathletic trainingatmajorNCAAprogramslikeKU 3. 2014:5TRENDSTOWATCH a. #1:Wearables 102. i. Lookatforecastmarketgrowthaswellashardwarepotential 1. E.g.BluetoothSmart b. #2:Ultra-HDTV i. Alookatplannedtechnologyreleases,limitationchallenges posedtocontentproviders,andcontentverticalsthatmight driveitssuccess. c. #3:ConsoleWarVIII i. AlookatPS4&Xbox:thecontinuedrecordsettingsalesof bothproducts,andacomparativeanalysistoexaminewhat sortoftechnologicalfutureseachoftheseconsolesis pioneering,respectively. d. #4:Biometrics i. Alookatthepost-passwordworldandhowwereinvestingin techthatusesuniquebiologicalmarkerstoprotectour information. e. #5:QuantifiedCar i. Alookathowcarmakersandsoftwaredevelopersare advancingtheintegrationofourpersonaltechnologyinto automobilesandhowthatwillchangeourdrivingexperience inthenearfuture. 4. Connectingthedots a. Howarethesetrendsinterrelated?(Connectingthemtolarger movementsindesign/technology) i. TheyreData-Driven ii. TheyreBandwidthIntensive iii. TheyreIndividuallyFocused 5. Closingremarks 103. Futbol-TheBiggestShowintheWorld! Whatwillthe2014SoccerWorldCupbringintermsof sportsmarke=ng? Speaker: FernandoFiore(SportsAnchor,RepublicaDeporBva,Univision) InterviewedBy: PacinoMancillas(Partner,AC&MGroup) 3:30PM 104. Injust2weeks,theUSisgoingtotogosoccermad ThisishappeningnotjustwiththeWorldCup.Yougot PremierLeagueonNBC,theMLSsuccessonmarketslike PortlandandSeaele Butdonottakemywordforit.Thiswasjust4yearsago 105. SpeakingofDonovanEVERYBODYwastalkingaboutKLINSMANN nottakinghim. SoccerISalreadymainstreamintheUSanditwillonlykeepgrowing WearetheAC&MGroupandwehavebeenhelpingbrandsto understandandreachthesoccerconsumersince2005. Wehaveatonofresearchandsuccessstudies,soifyouare interested,pleasecomeandseemeattheendofthepresentaBon. 106. FernandoFiorewasbornonJuly9, 1960inArgenBnaandhaslivedhere formorethanthreedecades.A devotedfanofRiver,aVIPamong VIPs,heisagreatcommunicatorand businessman.ComobuenLa=no, Fiorehasdoneeverything:theater, radioandtelevision;hewritesfor newspapers,magazinesandthe Internetandisthe"President"of "RepblicaDeporBva"the#1sports programforLaBnos.Hispassionfor footballledhimtocoversixWorld CupsforUnivision,andthisyearwill beinBrazil2014. 107. THANKS! 108. La6nAmericanAdver6singand MediaAwardCeremony TimetocelebratethebestmarkeBng, thinkingandcommunicaBonsacross LaBnAmerica! 4:30PM 109. Portada Awards www.portada-online.com #Portada12Portadas LATAM Advertising and Media Awards www.portada-online.com #PortadaLat 110. 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 aqu Havas Media - Carolina Herrera Sublime Portadas LATAM Advertising and Media Awards www.portada-online.com #PortadaLat 111. Portada Awards www.portada-online.com #Portada12 WINNER Havas Media Carolina Herrera Sublime Portadas LATAM Advertising and Media Awards www.portada-online.com #PortadaLat 112. Portada Awards www.portada-online.com #Portada12 NOMINEES: Brandigital Portadas LATAM Advertising and Media Awards www.portada-online.com #PortadaLat Media 8 Elemento L2, LLC Playful Interactive GlobalMind AMGW 113. Portada Awards www.portada-online.com #Portada12 WINNER Playful Interactive Portadas LATAM Advertising and Media Awards www.portada-online.com #PortadaLat 114. Portada Awards www.portada-online.com #Portada12 NOMINEES: Impaktu Portadas LATAM Advertising and Media Awards www.portada-online.com #PortadaLat DataXpand Toca Boca MediaDesk PAL Peridicos Asociados de Latinoamrica 115. Portada Awards www.portada-online.com #Portada12 WINNER DataXpand Portadas LATAM Advertising and Media Awards www.portada-online.com #PortadaLat 116. Portada Awards www.portada-online.com #Portada12 Que Rica Vida EFE NOMINEES: PAL Revista Hola! GDA Portadas LATAM Advertising and Media Awards www.portada-online.com #PortadaLat 117. Portada Awards www.portada-online.com #Portada12 WINNER Revista Hola! Portadas LATAM Advertising and Media Awards www.portada-online.com #PortadaLat 118. Portada Awards www.portada-online.com #Portada12 SapientNitro - Buscopan NOMINEES: Portadas 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 119. Portada Awards www.portada-online.com #Portada12 WINNER Open English - Persueychon & Spaghetti Western Portadas LATAM Advertising and Media Awards www.portada-online.com #PortadaLat 120. Portada Awards www.portada-online.com #Portada12 Open English - Persueychon Havas Media - Nina Ricci Axe Random - Ponce Visa Check-In OMD Latam Portadas LATAM Advertising and Media Awards www.portada-online.com #PortadaLat Nike - Arriesgalo todo CELISTICS 121. Portada Awards www.portada-online.com #Portada12 WINNER VisaCheck-In OMDLatam Portadas LATAM Advertising and Media Awards www.portada-online.com #PortadaLat 122. Portada Awards www.portada-online.com #Portada12 Open English - Persueychon & Spaghetti Western Havas Media- Nina Ricci Havas Media - Carolina Herrera Portadas LATAM Advertising and Media Awards www.portada-online.com #PortadaLat Dove - Ogilvy Brasil 123. Portada Awards www.portada-online.com #Portada12 WINNER Portadas LATAM Advertising and Media Awards www.portada-online.com #PortadaLat 124. 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 Germn Herebia - CEO RedMas Portadas LATAM Advertising and Media Awards www.portada-online.com #PortadaLat Christian Storandt - CEO The 13th Floor Studios Silvina Moschini - CEO & Founder - Intuic 125. Portada Awards www.portada-online.com #Portada12 WINNER Portadas LATAM Advertising and Media Awards www.portada-online.com #PortadaLat