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Latam summit 2014 final_presentation Latam summit 2014 final_presentation Presentation Transcript

  • 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   Portada’s 2014 Latin American Advertising and Media Awards www.latam.portada-online.com #PortadaLat
  • Portada’s 2014 Latin American Advertising and Media Awards www.latam.portada-online.com #PortadaLat
  • Portada’s 2014 Latin American Advertising and Media Awards www.latam.portada-online.com #PortadaLat
  • Portada’s 2014 Latin American Advertising and Media Awards www.latam.portada-online.com #PortadaLat
  • Portada’s 2014 Latin American Advertising and Media Awards www.latam.portada-online.com #PortadaLat
  • Portada’s 2014 Latin American Advertising and Media Awards www.latam.portada-online.com #PortadaLat
  • Portada’s 2014 Latin American Advertising and Media Awards www.latam.portada-online.com #PortadaLat
  •  WINNER   Visa  “Airport   Magazine  Points”-­‐   OMD  Latam   Portada’s 2014 Latin American Advertising and Media Awards www.latam.portada-online.com #PortadaLat
  • 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?
  • TENSION
  • + -
  • ‘GLOBAL’ X ‘LOCAL’
  • X GLOBAL BELIEVING THEY TRULY KNOW THE WORLD LOCAL THINKING THEIR LOCAL TRUTH IS THE BEST ONE
  • ‘GLOBAL’ ‘REGIONAL’ ‘LOCAL’
  • BEHAVIOR NOT PROCESS
  • 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?
  • 2 CRUCIAL THINGS
  • UNCOVERING BRANDS’ MOJOS 1
  • 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?”
  • “TANG SUCKS!” BUZZ ALDRIN
  • RESPECT HISTORY (OF HOW PEOPLE RELATE TO A BRAND)
  • TAKING BRANDS TO THE GARAGE 2
  • EXPERIMENT WITH YOUR BRAND LIKE IT WAS THE MAIN INGREDIENT OF A SCIENCE LAB
  • MAKE THIS EXPERIENCE COLLABORATIVE
  • GO FOR IT, ANNIKA
  • HOW TO MAKE IT REAL?
  • 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
  • BORING IS THE NEW EVIL!
  • LATAM CONNECTED
  • PEOPLE IN LATAM ARE NO LONGER THE LAGGARDS
  • ABOUT CONNECTED NETWORKS
  • 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
  • 86
  • THE IMPORTANCE OF EXPERIMENTING WITH REAL TIME IDEAS
  • THE SPROUT MODEL
  • 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
  • GUMS
  • SUMMARIZING
  • 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
  • GRACIASOBRIGADOTHANKS
  • “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
  • Video PayPass Paulina Rubio
  • Social Media infrastructure investment •  Community managers •  Account managers •  Research •  Analysis •  Curatore •  Editors •  Designers •  BTL activations •  MKT strategy •  Client service •  … 2011 x632014
  • Video #MiedoNo
  • 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.  
  • THANKS!  
  • 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
  • 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
  • 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
  • Portada Awards www.portada-online.com #Portada12 WINNER   Playful Interactive Portada’s LATAM Advertising and Media Awards www.portada-online.com #PortadaLat
  • 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
  • Portada Awards www.portada-online.com #Portada12 WINNER   DataXpand Portada’s LATAM Advertising and Media Awards www.portada-online.com #PortadaLat
  • 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
  • Portada Awards www.portada-online.com #Portada12 WINNER   Revista ¡Hola! Portada’s LATAM Advertising and Media Awards www.portada-online.com #PortadaLat
  • 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  
  • 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
  • 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
  • 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
  • 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
  • Portada Awards www.portada-online.com #Portada12 WINNER   Portada’s LATAM Advertising and Media Awards www.portada-online.com #PortadaLat
  • 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
  • Portada Awards www.portada-online.com #Portada12 WINNER   Portada’s LATAM Advertising and Media Awards www.portada-online.com #PortadaLat