Latin America has always been at the forefront of innovation and creativity, viewing challenges as opportunities for success. Today, with the growth of digital marketing, the advertising industry in LATAM is facing new challenges. Patrick Harris, VP of Global Agency Development at Facebook, and Marta Ruiz-Cuevas, CEO of Publicis Mexico, are will discuss how Facebook and agencies are teaming up to accelerate the adoption of digital marketing in less mature markets and refine digital strategies in more developed markets throughout Latin America. Their fireside chat will also explore global digital marketing trends and how Facebook and agencies are partnering to localize these trends to deliver greater success for clients across the region. Patrick and Marta will show how to turn the challenges into opportunities and present new ways to partner in today's ecosystem as agencies position themselves to better compete and drive results for clients.
Marta Ruiz Cuevas
CEO, Publicis Media Mexico
Vice President, Global Agency Development, Facebook
Creative, digital, experiential and media agencies CEOs, along with senior clients got together in four strategic foresight workshops to define the trends and actors and actions that will come together, resulting in potential future scenarios for our industry.
Sebastian Tonda, Founder and CEO of Flock Linked by Isobar and Vice-president of the board of AMAP (Mexican 4As) and leader of the project, will get us trough the resulting scenarios and the actions that we could take to prevent or promote the future success of our industry.
Join leading executives from holding companies, agency startups and newcomers in agency marketing services for a discussion centered on what is to come for agencies. This seminar will answer the lingering questions on what the future holds for agencies. Will they cease to exist, evolve, or take an entirely new form?
Country Manager, Mexico, Edelman
Agency Director, LATAM, Facebook
Pablo Hernandez O’Hagan
President & Founder, Ingenia
Ana María Olabuenaga
Founder & CEO, Olabuenaga & Cuchi Consultoria
The advertising industry is in the midsts of a "merging era." There are however, remaining independent agencies - known for their boutique and creative point-of-views. Are these lone-wolves missing out on resources made available to holding companies and big conglomerates? Leaders of celebrated independent shops come together on stage to discuss how and why they have dodged acquisitions - and what the benefits, and deficits, in doing so have been.
Antonio Ocaranza Fernández
Director, OCA Reputacion
Founder and Executive Creative Director , Made México
CEO & CCO, FLAGCX, The Creative Disruption Network
Join Ricardo Saca from worldwide known design studio Cato Brand Partners and some of their important clients on an interesting topic on how many companies do not take advantage of their assets or history.
'We all want to be recognized but miss on the opportunity of being unique'. This conference will show how Cato Brand Partners develops a new concept or inspiration from elements or facts that are intrinsic to the organization but have been forgotten, neglected or unexploited.
Creative innovators will each have a turn on the carousel during this all-star panel. Listen as these experts share their insights into the creative universe and creative mindset. Each panelist will share secrets of finding creative success, and how to build great campaigns. Listen to personal inspirations, creative admirations, and what they hope is in store for the future of advertising.
CEO LATAM, OMD
Chief Production Officer, Ogilvy & Mather London
Beiersdorf's NIVEA is a global brand icon. Beginning with its roots as the first-ever stable oil-and-water-based cream that could be mass produced, NIVEA, over the course of its history of 100+ years, has grown to become the world's "most famous skin care brand." In Latin America, NIVEA is a well-respected and in-demand household beauty, skin and body care name, with both male and female consumers alike who regard one of its oldest and most emblematic products, the NIVEA Body Creme, as an indispensable part of their daily grooming routines.
In this session, Beiersdorf and its global creative agency partner, FCB, share insights on how they continually keep a brand like NIVEA top-of-mind among consumers. Learn the secrets behind how they keep a 106-year-old brand young, and discover the powerful role that innovation, creativity and storytelling can play in that.
Has our obsession with the tools of technology lessened our focus on creating emotional connections between people and brands? Keith Reinhard raises some interesting questions in a highly visualized reminder of the basics of building brands and influencing behavior.
Global marketers have always been faced with the challenge of balancing the intricacies of a local culture with unique consumer insights and needs versus building a consistent global brand equity and messaging. Today’s global marketplace, combined with consumers’ affinity and love for their local brands, makes this marketing opportunity even that much more complicated.
Join Nannette LaFond-Dufour, McCann Worldgroup’s Chief Client Officer, for a rich discussion on the opportunities and challenges, involved in creating global brands in today’s exciting marketplace.
The rise of the Chief Production Officer is indicative of the changing landscape of advertising. As media platforms and deliverables proliferate, and profit centers are brought increasingly within the agency world, the skills that a production brain has to offer are now more critical than ever. Join Clare Donald as she walks through some of the ‘productions’ she has been involved in over the years to show how diverse our output is and why production needs to be on the top table.
Chief Production Officer, Ogilvy & Mather London
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