This document outlines the agenda and sponsor information for the Portada Latam Summit event on June 3, 2015. It includes details on the event website, sponsors at various levels, and the scheduled speakers and presentations. The first presentation from 3:05pm to 3:45pm is titled "Building Brand Leadership in a Disruptive World" and will be given by Jon Suarez Davis from Kellogg Company on their global marketing strategy.

1. JUNE 3, 2015
EVENT WEBSITE: https://www.portada-online.com/events/summit/
www.latam.portada-online.com

2. BREAKFAST SPONSOR
EXHIBIT TABLE SPONSORS
SPONSORS
EVENING PARTY
SPONSOR
LEADER SPONSOR
DISTINGUISHED
SPONSORS
ATTENDEE BAG
SPONSOR
BADGE & LANYARD
SPONSOR
WI-FI SPONSOR

3. WI-FI ACCESS
User/Network: Teads
Password: OutstreamRevolution

4. Registration
Register
and
meet
fellow
Summit
a3endees
(Ashe
Auditorium
Foyer)
2:30 pm
3:00 pm

5. SPEAKERS:
Ø Susy Rosado, MC
Ø Marcos Baer, Publisher, Portada
#PortadaLat Kick Off
3:00 pm
3:05 pm

6. BUILDING BRAND LEADERSHIP
IN A DISRUPTIVE WORLD
Kellogg’s Global Marketing Strategy
A PRESENTATION BY:
Ø Jon Suarez Davis, VP Global Media Strategy, Kellogg Company
3:05 pm
3:45 pm

7. Building
Brand
Leadership
in
a
Disrup1ve
World
Jon
Suarez-­‐Davis
VP,
Global
Media
&
Digital
Strategy
Kellogg
Company

8. Our
Vision
To
enrich
and
delight
the
world
through
foods
and
brands
that
ma>er
Our
Purpose
Nourishing
families
so
they
can
flourish
and
thrive

9. INTERBRAND’S
GLOBAL
MOST
VALUABLE
BRANDS

10. LONG
HISTORY
AND
KEY
REGION
FOR
KELLOGG’S

11. LATIN
AMERICA
ONE
OF
THE
WORLD’S
FASTEST-­‐
GROWING
REGIONS
Fondo
Monetario
Internacional
(FMI)
GDP
outpacing
other
regions
Most
of
the
region
saw
strong
domesUc
demand
thanks
in
part
to
easily
available
credit
Forecasted
to
see
solid
economic
expansion

12. 2006 2007 2008 2009 2010 2011 2012 2013
Radio OOH Cinema
Internet Broadcast TV Cable TV
Newspapers Magazines Mobile
Source: TGI LATAM
MEDIA
CONSUMPTION
IN
THE
REGION
IS
CHANGING
LATIN AMERICA MEDIA EVOLUTION
OPEN TV
CABLE TV
NEWSPAPERS
MAGAZINES
OOH
DIGITAL
CINEMA
-6%
-27%
+57%
-1,2%
+59%
-
+11%
2013 vs 2006
MOBILE
+26%

13. MEXICO
HAS
THE
5TH
FASTEST
GROWING
SOCIAL
MEDIA
MARKET
IN
THE
WORLD
AMOUNT
OF
F
USERS
IN
ARG
AMOUNT
O
USERS
IN
B
SOCIAL
MEDIA
USERS
IN
MEXICO
THAT
ARE
ON
FACEBOOK
LATIN
AMERICA
IS
ONE
OF
THE
LARGEST
GROWING
SOCIAL
MEDIA
POPULATIONS
IN
THE
WORLD
Source: Forrester
BEYOND
TRADITIONAL
MOBILE
ACTIVITIES
LIKE
TEXTING
AND
LISTENING
TO
MUSIC,
NEWER
MOBILE
BEHAVIORS
LIKE
USING
VIDEO
CHAT
AND
WATCHING
STREAMING
MUSIC
ARE
GAINING
TRACTION
MOBILE
PHONES
ARE
PORTABLE
SOCIAL
AND
ENTERTAINMENT
DEVICES
LATINAMERICANS
ARE
EMBRACING
VARIOUS
FORMS
OF
ONLINE
MEDIA
AND
THE
LEVEL
OF
CONSUMPTION
OF
MEDIA
SOURCES
IS
ON
PAR
WITH
THAT
OF
OTHER
EMERGING
MARKETS
ONLINE
MEDIA
CONSUMPTION
TAKES
SHAPE
THE
POPULARITY
OF
SOCIAL
EXTENDS
BEYOND
ENGAGING
WITH
FAMILY
AND
FRIENDS.
LATIN
AMERICAN
ONLINE
CONSUMERS
ALSO
VIEW
SOCIAL
NETWORKS
AS
A
VIABLE
COMMUNICATION
CHANNEL
TO
CONNECT
WITH
COMPANIES
AND
BRANDS
SOCIAL
NETWORKING
IS
A
PASSION
LATIN
AMERICANS
FULLY
EMBRACING
DIGITAL

14. So
how
does
a
brand
capitalize
on
that
growth
and
change?

15. THREE
KEYS
FOR
SUCCESS:
Illuminate
Innovate
Iterate

16. 1.
Illuminate

17. WHAT
ARE
WE
ILLUMINATING?
Human
Understanding
that
lead
to
Consumer
Insights

18. An
insight
is
a
fresh
and
unique
understanding
of
a
person’s
thoughts,
feelings,
beliefs
or
moUvaUons,
which
leads
to
acUonable
brand
and
category
opportuniUes

19. SMG
HUMAN
DESIRES
FRAMEWORK
Source:
SMG
Middle
class
study
VULNERABLE
MIDDLE
CLASS
FOR
CONTROL
FOR
LOVE
SOMETHING
TO
HAPPEN
FOR
MORE
TO
BE
TAKEN
SERIOUSLY
FOR
MY
PLACE
TO
BELONG
TO
CONNECT
TO
BELIEVE
TO
BE
USEFUL
SELF IMPROVEMENT
RELATIONSHIPS
UNCONDITIONAL
ACCEPTANCE
MAKE A
CONTRIBUTION
DATA-­‐DRIVEN,
HUMAN
INSIGHTS
ARE
REQUIRED

20. Source:
SMG
Middle
class
study
SMG
Proprietary
CONSUMERS
EXPECT
BRANDS
TO
INTERACT
WITH
THEM

21. 1.
YOUNG
PEOPLE
ARE
RESOURCEFULLY
CREATING
NEW
MEDIA
BEHAVIOURS
INDEPENDENT
OF
WHAT
HAS
COME
BEFORE
THEM
4.
THEY
ARE
DOING
IT
TOGETHER
–
SOCIALLY,
COLLABORATIVELY,
GLOBALLY
2.
THEY
ARE
ADOPTING
NEW
MEDIA
HABITS
TO
FIT
ENDURING
NEEDS
IN
MODERN
LIVES
3.
THEY
ARE
UNCONSCIOULSY
CHALLENGING
TRADITIONAL
MEDIA
NORMS
AND
ESTABLISHING
NEW
NORMS
5.
THEY
ARE
SUSPICIOUS
OF
BRANDS
IN
THESE
NEW
CULTURAL
SPACES
KEY
INSIGHTS
DRIVING
MEDIA
BEHAVIOR

22. 2.
Innovate

23. Ideas
&
AcUvaUon
WHAT
ARE
WE
INNOVATING?

24. An
idea
put
simply
is
the
most
powerful
consumer-­‐facing
expression
of
the
brand’s
equity
and
purpose

25. What’s the
Idea?
How does
it work?
Why is it
right?
An
explanaUon
of
how
the
idea
works:
• What
is
the
vision
for
this
idea
coming
to
life?
• Is
this
bigger
than
a
single
TV
execuUon,
but
specific
enough
to
guide
other
creaUve
teams’
execuUons?
A
succinct
descripUon
of
the
idea:
• In
one
thought,
what
is
the
intent
of
the
idea?
• Is
there
a
clear
role
of
the
brand
within
the
idea?
RaUonale
for
why
the
idea
is
right
for
the
assignment:
• How
does
this
address
the
audience
insight
from
the
brief?
• What
else
makes
this
right
for
the
brand
and
the
assignment?
IDEA
–
1-­‐2-­‐3

26. AcUvaUon
is
about
bringing
the
idea
to
life
across
the
path-­‐to-­‐
purchase
to
deliver
an
excepUonal
brand
experience

27. INNOVATION
DOESN’T
COME
WITH
A
ROADMAP

28. DESIGN
CROSS-­‐SCREEN
DISTRUPT
WITH
THE
UNEXPECTED
BRING
THE
BRAND
TO
LIFE
PRINCIPLES
OF
INNOVATION

29. CHOCO KRISPIS AGENTES DE CAMBIO – AWARENESS

30. CHOCO KRISPIS AGENTES DE CAMBIO – PAYOFF

31. KELLOGG’S ALL-­‐BRAN

32. Insights
Ideas
AcUvaUon
Excep1onal
brand
experiences
throughout
the
path-­‐to-­‐purchase
Growth
SIMPLE
FORMULA

33. 3.
Iterate

34. KEEPING
UP
WITH
THE
PACE
OF
PEOPLE
=
LIVING
IN
BETA

35. The
Marketer,
Agency
and
Publisher
relaUonship
must
move
beyond
the
transacUon
and
the
set-­‐and-­‐forget
mindset
OUR
CHALLENGE

36. Marketers
get
the
work
they
deserve

37. Marketers
need
to
deliver
a
beder
brief

38. Agencies
get
the
clients
they
deserve

39. Agencies
must
elevate
and
enhance
their
talent

40. Publishers
need
to
enhance
soluUons
capabiliUes
–
move
beyond
selling
an
impression

41. Supercharge
CreaUvity

42. CreaUve
≠
CreaUvity

43. CreaUvity
is
the
process
of
having
original
ideas
that
have
value,
and
more
ofen
that
not,
comes
about
through
the
interacUon
of
different
disciplinary
ways
of
seeing
things
Sir
Ken
Robinson

44. Innovate
Illuminate
Iterate
THREE
KEYS
FOR
SUCCESS:

45. TRANSFORMING THE DELIVERY
OF ENTERTAINMENT CONTENT
CONVERSATION BETWEEN:
Ø Charlie Hunter-Schyff, Head of Planning & Insights, Mobile Advertising,
Telefónica
Ø Stephen Deane, Global Commercial Director, Guvera
3:45 pm
4:25 pm

46. LUXURY GOODS AND SERVICES
MARKETING IN LATIN AMERICA
The State of the Art
MODERATOR:
Ø
Alexis Thanasoulas, Managing Director Latin America, ZenithOptimedia Group
PANELISTS:
Ø
Javier Martinez Staines,Director General Editorial, Televisa
Ø Stephanie Peña, Regional Sales Director Americas, Longchamp
Ø
Andrea Carneiro, Director of Sales & Marketing, The St. Regis
4:25 pm
5:15 pm

47. HOW BOYCE AVENUE OUTDID
BEYONCE AND WON THE INTERNET
Meet the most followed Band on the Internet
CONVERSATION BETWEEN:
Ø Boyce Avenue
Ø María José Ezquerra, SVP, Head of Media, Havas Media International
5:15 pm
6:00 pm

48. EVENING PARTY
Sponsored by
(Riverwalk
Terrace)
6:00 pm

49.
June
4,
2015
7th
Annual
LATAM
Adver5sing
and
Media
Summit

50. Breakfast
Sponsored by
Start
the
day
with
a
coffee.
Check
out
#Portadalat’s
agenda
and
talk
to
the
Exhibitors
in
the
Auditorium
Foyer
(Auditorium
Foyer)
8:30 am
9:45 am

51. SPEAKERS:
Ø Bob Oliva, Business Development Director, Portada
Ø Susy Rosado, MC
Introduction
9:45 am

52. BRAZIL
Where is the South American Giant going?
Conversation Between:
Ø Eduardo Gamarra, Professor, Florida International University
Ø Milton Longobardi, Chair of CMO Council Latin America Advisory Board.
9:45 am
10:30 am

53. 7th Annual Portada LATAM
BRAZIL
What’s going on?
Milton Longobardi
CMO – Chief Marketing Officer Council
www.cmocouncil.org
Miami June 3-4, 2015
#PortadaLat

54. In economics, things take
longer to happen than you
think they will, and
then they happen faster than
you thought they could…
#PortadaLat

55. BRAZIL
Actual Situation
ü Long period of structural misconceptions
ü End of commodities boom
ü Wrong economic policy to face the new reality
ü Lack of discipline
#PortadaLat

56. past vs. future
WEAK GROWTH IN LATIN AMERICA
Source: Haver Analytics, Itaú Unibanco
#PortadaLat

57. No crisis lasts more than 1
mandate in a democracy…
#PortadaLat
OUTLOOK

58. PROGRAMMATIC AND REAL-TIME MARKETING
Where is LatAm now and where should it be in 2025?
Conversation Between:
Ø Erich Wasserman, Founder and CRO, MediaMath
Ø Fernando Monedero, Head of Digital Latin America, MEC
10:30 am
11:00 am

59. 1. The Brand opportunity
with Programmatic
Marketing
58

60. Centralizes point of access for inventory
Focuses on the audience rather than the site
Access to robust data for smarter decisions
DATA protection
In real time

61. 2. Programmatic marketing
is here to stay
60

62. 61
Still quite small compared to the total $5bn
digital advertising spend in the region
600% increase in programmatic media spend
this year in Latin America
Source
–
emarketer
&
Interna5onal
Data
Corpora5on
(IDC)
Spending - more than $140MM in 2016
METEORIC GROWTH IN LATAM

63. 3. Our reality in LATAM
62

64. Buyers are starting to see the cost-benefit
Many major publishers there have only recently
started opening up inventory
collecting data wasn’t a priority among
advertisers, but it should be now.

65. Erich Wasserman
MediaMath Co-Founder &
Chief Revenue Officer

66. THE MEDIA OWNERS VIEW
Introduction By:
Ø
Lucas Mentasti, Managing Director Latin America, Xaxis
PANELISTS:
Ø
Tomas Salvagni, Manager Commercial Division, AGEA-Grupo Clarin
11:00 am
11:40 am

68. 1. Programmatic in Latin America, the
view of a major publisher
2. How a print brand Develops Audiences in
the Digital Age
3. How to market a major Latin American Media
Property

69. • Leading Media Company in Argentina
• 7 Newspapers
• Broadcasting
• TV
• Cable Network
• Internet Service Provider
• Printing Plants

70. • Print:
• 7,5 millon copies a
month
• Largest daily
circulation in the
country
• Digital:
• 35 millons of unique
browsers & 15 millon
in mobile
• More than 500 millon
of pages views in
desktop & 120 millon
in mobile
Source: IVC & DAX ComScore

71. Medios
Total
visitantes
únicos
(000)
% de
alcance
Total
minutos
(MM)
Total
páginas
vistas
(MM)
Total Internet : Total
Audience 18.749 100,0 22.313 26.785
Top 20 Properties
1[P] Google Sites 17.798 94,9 4.822 5.173
2[P] Facebook 15.583 83,1 7.000 7.641
3[P](u) Microsoft Sites 13.504 72,0 2.169 959
4
[P]
(U) Yahoo Sites 13.381 71,4 942 723
5
[P]
(U) Grupo Clarin 13.345 71,2 1.095 581
6[P] MercadoLibre 7.937 42,3 330 652
7
[P]
(U) Grupo La Nacion 7.909 42,2 314 194
8[P]
Wikimedia
Foundation Sites 6.213 33,1 41 42
9[P](u) TARINGA.NET 5.037 26,9 32 47
10
[P]
(U) INFOBAE.COM 4.875 26,0 359 150
11[P](u) Ask Network 4.712 25,1 26 43
12[P](u) Terra - Telefonica 4.460 23,8 54 82
13[P] TWITTER.COM 3.922 20,9 155 124
14[P](u) Softonic.com Sites 3.868 20,6 19 20
[P]
(U)
ComScore: Digital Metrix
Grupo
Clarín
Internationa
l Players
Local
Players

72. 1. Audiences
1. Positioned Brand
2. Relevant Audience
2. Programmatic
3. How we market this property

73. Audience

74. PRODUCT
• To Correct platform( Desktop, Mobile web, app, Cted Tv)
• USX, Constant Innovation & Releases
• Content (Deep, Varied)
BRAND
• Positionning, Trayectory
• Buy new properties
• Develop new brands
COMPETITIVE ADVANTAGE
• Resources / Journalists – Culture – DBU – First Digital
Audience Development

75. Audience Development
Know how
Seo /Sem
Social Networks
Partnerships
Technology
Video
Streaming
Special content
Technology
Chartbeat, Dax, productivity, Gygia, login wall

77. Programmatic
• In Argentina
– Many Listen About It
– Some Talk About It
– & everyone has a different
definition

78. Programmatic
• Agency 1, Automatization + Data
• Agency 2, Automatization + Data +
excluding Google and Facebook
• Int. Media Player, Only what’s
bought via DSP

79. Programmatic
IAB USA SAYS :
“Programmatic is more than RTB.”
There is a lot of confusion over the term
programmatic, which many people mistakenly
believe is only real-time bidding (RTB) or used
only for remnant inventory.
Ultimately programmatic is the process of
buying and selling media in an automated
fashion.

80. Programmatic
In Latam, according to The International Data
Corporation (IDC) programmatic will grow by
600% over 2015(Source e-marketer)
The IDC, via LatinLink, in 2016 also foresees an
increase of 198%. For 2017 a growth of 136% is
anticipated and is expected to 98% by 2018

81. Programmatic in Argentina
MORE THAN 50%
OR
LESS THAN 15%
- Intl Brands, Google, Facebook are PIONEERS!! IN
AUTOMATIZATION
- Local Players coming in pushed by Role of Tech
Companies

82. Programmatic - Tech
Adoption

83. Programmatic
AUTOMATIZATION (Scale) + RTB (Real time
Bidding) + DATA (Profiling, Behavioural,
Contextual, Retargeting) + Sites + Private
Deals
AUDIENCES
TECHNOLOGY
VISION

84. Programmatic
VALUE!!
Branding - Non performance –
1% CTR
Other 99% ( No Value?)

85. Programmatic
It Bring´s Value To Branding Because:
• Gives Measurement
• Allow’s Optimization
• Serve’s Accurate Target

86. Programmatic
PRICING:
• Programmatic pushes prices UP
FOR PUBLISHERS!!
- Bringing value through efficiency
- As a floor price & benchmark for Direct
Sales
- Avoiding Arbitrage
- Reducing RTB Intermediation Margins
- Reducing fake Traffic (Viewability)

87. Programmatic + Audience
Bran
d
Imp
* K
Targe
t
%
Gend
er
Invest
ment
Cpm Cost x
Target
A 100 male 50% 100 1 2
B 100 femal
e
50% 100 1 2
A 100 male 100% 100 2 2
B 100 femal
e
100% 100 2 2

88. Programmatic + Viewability
Impre
ssion
Imp
* K
%
Viewa
bility
Invest
ment
Cpm Cost x View
NON
VIEW
100 50% 100 1 2
VIEW 100 100% 100 2 2
- Real Impression’s price will be adjusted by
viewability rate
- Fake Traffic value will be cero
- That money is going to flow into real
impressions pushing price up

89. Programmatic + Time
• If It Is Viewed? Time Of Exposure
Matters?
• CPT (TIME) IS COMMING?
• Chartbeat IS ALREADY MEASURRING
Active Exposure Time, Engagement
• Experiencing with FT

90. Benefits
§ Fewer resources, less operational tasks
§ Reach more customers worldwide
§ Audience Sales using Data
§ Simplest operation
§ Charges are centralized in only some platforms
§ More efficient
Programmatic HIGHLIGHTS

91. Programmatic
• Risk for Publishers?
• Commoditization
• Drop in Direct Sales
• Opportunity
• Branded Site Context has value?
• Yes…, But not Meassured ONLINE!!
• Media Getting United?
• La Place Media, Medula, RPA

92. How do we Market

93. Brand SafeDATA
Premium Context
Generation of Content
Mobile - Video
Branding

94. • Local IP’S
• Direct Sales, 80 Sales People
• Rich Media
• Sponsorship
• Videos
• Branded Content
• Programmatic
• Rubicon
• Google
• Non Argentina IP’s (20% Traffic)
• MEDULA
How we Sell

95. Programmatic Buying
300x250 728x90 120x600
320x50 PRE ROLL
300x600 950x250
160x600
300x250
Desktop Ad Sizes
Mobile Ad Sizes Video Ad Formats
OUT STREAM

96. Sales Structure
8008
MULTIPLATFORM
DIRECT SALES
PROGRAMMATIC

97. Amount of Campaigns
5005000
MULTIPLATFORM DIRECT
SALES
PROGRAMMATIC

98. Business Performance
Current Inventory Advertising
Local IP
• Without Programmatic
Direct Sale: 47 % No Monetize: 53 %
• With Programmatic
Monetized: 41 % NM 12 %Direct Sale: 47 %

99. Business Performance
Share of programmatic on digital business
PROGRAMATIC
DIRECT
65%
35%
76%
24%
2015 2016

100. Programmatic Performance
75%
25%
Type of deals on
Programmatic
Open RTB
PMP

101. DMP / DATA
User information becomes more relevant and valuable. The
publishers are great generators of information.
(According to the user behavior: what they read, what they
are interested)

102. DPM / DATA
Integration of user Registered data to enrich DMP data
Login WALL
DMP

103. Direct Offer Adaptation
• Multiplatform Sales (packages)
• Special content
• Sales mode x day (high presence and remembrance)
Home Event, Mobile Day
• Native Ads
• Branded Content

105. BACKUP

106. Ad Tech
Direct
ADSERVINGS
RICH MEDIA
SUPPLY SIDE PLATFORMAS (SSP)
NATIVE ADVERTISING PLATFORMS
DATA MANAGEMENTS PLATFORS ( DMP)
SALES FORCE
VIEWABILITY SOLUTIONS
No Direct
CMS
VIDEO SUPPLY
RECOMENDATORS
COMSCORE
CHARTBEAT

107. Programmatic
• In USA programmatic digital
display ad will grow by 37.1% in
2015
• Programmatic Buying in 2016 will
represent 42% of the total also in
USA
•
(Source e-marketer)

108. Programmatic Buying
Growing ecosystem
Automatic platforms
RTB auctions
You can define a Target
Data / Audiences
More efficient

109. Morning Break
(Auditorium
Foyer)
11:40 am
12:15 pm

110. BUILDING BRAND LEADERSHIP IN A DISRUPTIVE WORLD
Successful case studies in the areas of Health and Cosmetics Marketing
12:15 pm
1:15 pm
Moderator:
Ø Valerie Jaimes Barbosa, Account Director at BodenPR
Case Studies By:
Ø Denisse Guerra, Regional Marketing Director Latin America, The Estee Lauder Companies
Ø Manuel Medina Riveroll, Marketing Director, Bayer Mexico

111. Lunch
Enjoy
a
great
lunch
and
get
to
know
fellow
a3endees!
(Auditorium
Foyer)
1:15 pm
2:45 pm

112. THE SPORTS CRAZY LATIN AMERICAN CONSUMER
2:45 pm
3:45 pm
Moderator:
Ø Yamilet Bermudez, Sr. Regional Group Account Director, IPG Mediabrands
Panelists:
Ø Carolina Casares, Director, Head of Media, Latam and Spain, Yahoo
Ø Fabian Gonzalez, Marketing Director, Comex
Ø Jorg Nowak, VP - Emerging Markets, YuMe
Ø Emilio Sanchez, Business Development Director, Efe News
Ø Kit Sanderson, CEO, Spanish Fitness Media
Ø Carolina Casares, Director, Head of Media, Latam and Spain, Yahoo

134. QUIENES
SOMOS?

135. ##
11
GGlloobb
aall
29%
Share
#1
enMéxi
co
30%
Share
PERTENECE
MOS AL
GRUPO DE
COMUNICAC
IÓN
#1

136. COBERTURA
86País
es
11
6oficina
s
+7,0
00
Em
pleados

137. SOLUCION
ES , M Á S
A L L Á D E
MEDIOS

138. PRINCIPA
LES
SOCIOS

139. MARKET AUDIENCE
/ MEDIA
PLANNING
& OPTIMIZATION
REPORTING DIGITAL
HERRAMIEN
TAS
CONTAMOS CON TODAS
LAS HERRAMIENTAS
SINDICADAS DEL
MERCADO Y
DESARROLLAMOS
SOLUCIONES ADHOC A
NUESTROS CLIENTES

140. NUEST
RO
ADN
UN ENFOQUE FLEXI BLE EN
EL CUAL RESPONDEMOS
RÁPIDAMENTE A LOS CAMBI OS DEL
ENTORNO DEL MERCADO PARA
ALINEAR A CONSUMI DORES Y
OBJETIVOS DE MARCA
MAXIMIZANDO EL
RETORNO
EQUI TY.
DE
BRAND
SE LOGRA A TRAVÉS DEL USO
INTEGRADO DE FUENTES DE
DATOS RÁPIDAS Y DE BAJA
ROTACI ÓN, PARA IMPULSAR
UNA VI SI ÓN PRÁCTI CA E INSI
GHTS PARA ADAPTAR TODOS LOS
ASPECTOS DE MARKETI NG;
INCLUYENDO PRODUCTO, PRECIO,
DISTRIBUCIÓN Y PUBLICIDAD.

141. How to connect
everything….
ADAPTIVE
MARKETING:§ Colocando al consumidor
al centro
§ Estableciendo métricas continuas y adecuadas que
nos ayuden a:– Generación de insights & Learnings
– Test and learn en cada proyecto
§ Iniciando el proceso en cualquier punto del mismo,
personalizado a las necesidades específicas de
cada cliente
OTF:
ORIGINAL
THINKING
FRAMEWO
RK
A d
apt i
v e
Plan
ning
&
Ex e
cu t i
on
MEASU
RE
ADAP
T
CONSUM
ER

142. EL COMIENZO
DE LA
COMEXOLOGIA
2015

143. ¿QUÉ
NOS
PIDIERO
N?
Una estrategia de medios enfocada
en la división PROFESIONAL de
Comex, que fortalezca las
credenciales de la misma frente a
clientes actuales / potenciales

144. EMPECEM
OS

145. ARRIBA LACONSTRUCCI
ÓN!
EL SECTOR DE LA
CONSTRUCCIÓN Y HOTELERO
FUERON DOS DE LOS
SECTORES CON MAYOR
APORTACIÓN AL PIB EN 2013 Y
AL CIERRE PRELIMINAR DE 2014
17
%
15
%
12
%8
%
7
%
41
%
Industras
Manufactureras
Comer
cio
Servicios
Inmobiliarios de
bienes, muebles e
intangibles
Minería
Construcc
ión
Rest
o4ª Actividad generadora
de empleos
(+8.3 millones directos e
indirectos)
7%
aporte al
PIB
| Fuente:
INEGI

146. ARRIBA
LA
+
4%:
CRECIMIEN
TO
SECTOR
AUTOMOT
RIZ
REFORM
A
ENERGÉTI
CA
| Fuente:
h
INFONAVIT y
FOVISSSTE
+14%
Subsidio Conavi +24
%
Financiamiento de
Sociedad Hipotecaria
Federal +227%
Desarrolladoras +20%
en venta de viviendas
(’13)
FIBRAS
(FIDEICOMISOS
DE INVERSIÓN
EN BIENES
RAÍCES à
HOTELES)
CRÉDITOS
HIPOTECARI
OS*
21
CONSTRUCC
IÓN!
3 PRINCIPALES FACTORES
GENERARÁN UN CRECIMIENTO
DEL 4% EN 2015
3

147. 3
SEGMENTO
S
EN 2
ZONAS DEL
PAÍS
PRINCIPALME
NTE
HOTELES, RESTAURANTES Y
VIVIENDA EN SURESTE Y
CENTRO/NORTE
| Fuente:
h
Reforma energética –
zonas que registrarán
mayor impulso:§ Coatzacoalcos
§ Ciudad del
Carmen
§ Villahermosa
§ Reynosa
§ Matamoros
Turismo Recreativo
de interés para
inversionistas
Nuevas plantas y
expansión en estados
como Querétaro,
Aguascalientes, San Luis
Potosí y
Puebla

148. Y HAY
MÁS Y
MÁS…SEGMENTOS CON UN
CRECIMIENTO POTENCIAL
DERIVADO DE LAS
NECESIDADES DE NUEVOS
ASENTAMIENTOS
V I V I E N
D A
NAVES
INDUSTRIA
LES
H O T E L
E S
E D I F I C I
O S
CENTROS
COMERC
IALES
HOSPITAL
ES
ESCUEL
AS
AEROPUER
TOS
OTROS
CINE
S
C
ALLES
BANQUET
AS
E N E R G
Í A
C
ARRETE
RAS
PUENTE
S

149. TENEMOS
5
JUGADORE
S
PRINCIPAL
ES
EN EL ÁREA DE
PINTURAS Y
RECUBRIMIENTOS
| Fuente: MS Intelligence /
Brief Cliente
P O R T A F O
L I O
S E R V I C I
O S
F U E R Z A V E N
T A S
FUERTE
P R E C I O
DÉBIL

150. COMEX
CON EL
MAYOR SOI
% (…PERO EN
LA DIV
PARTICULAR Y
OFICIOS)
PESE A DISMINUCIÓN EN 2014
VS 2013, BEREL
INCREMENTANDO AÑO CON
AÑO
342,444
315,186
,
MIX
MEDIO
S SE0
0 23 4
65 -7.5%
4%
8
,
1 10%
82
15%
2
3%
17%
7
%
1 2 7
25%
2
26%
1
% % %3 2 3
.
.
.
0
0
0
AXALTA
C
O
M
E
X
2012 20
3
0
0
213,466
233,139
201
2
201
3
201
4
INVERSIÓN
ANUAL
TOT
AL
TOTAL
SET
79.0%
77.4%
65.5%
19.4%
22.1%
32.4%
1.2%
0.2%
1.8%
PINTUR
AS
BERE
L
SHERW
IN W
ILLIAM
S
SH% SET
COMPETITIVO
13
2014
9
%
29
%
7%
19%
0%
18
%
1
%
%
11
%
11
%
% 10
%
% 3
%
201
2
201
3
201
4
T
COMPETITIV
O
TV
Local
Televi
sa
Pr TV
Paga
Rd TV Azteca
Rv
| Fuente: ADSPEND Ibope 2012-2014 Tarifa publicada (No incluye: OOH, Digital) / Incluye: Pinturas int/ext, barnices, selladores, placas,
impermeabilizantes, publicidad compartida
+9.2
%
62%
74%
DIVISIÓ
N
PROFESIO
NAL
PRÁCTICAME
NTESIN
PRESENCIA ENMEDI
OS

151. REAC
H
147M
Estimate
d
impressi
ons
5,08
3
12,3
47
RE
AC
H
3.1
M
Estim
ated
impr
essio
ns
19
7
35
2 141
325
REAC
H
1.6M
Estimate
d
impressi
ons
Y EN BOCA
DE
MUCHOS…
| Fuente: Sysomos México Mayo ’14 -
Mayo ‘15
COM
EX
A X A
LTA

152. Regalón
Regalitro
(Promociones
BIEN!)
FICU
COMEX
VENT
A
5,083 12,347
HABLANDO
DE…
| Fuente: Sysomos México Mayo ’14 -
Mayo ‘15
COM
EX
“Símbolo de
calidad y
soluciones a
su
tra
baj
o”
PROFESIONA
LES
“es
una
marca
de
Pintura
s”
OFICI
OS
Diseñado
res
valoran
gama
colores
4
0
%
de
las
mencion
es
Pinta tu
raya

153. COMEX CON EL MAYOR
INDICE DE
BÚSQUEDAS
BUSCAN
LA MARCA
Y CASI
TODOS LA
CONOCEN
| Fuente: Google Trends Ene ‘12 – Abr ‘14 /
Brief Cliente
98
%AWARENES
S

154. | Fuente: Brief Cliente / Tracking Salud de
Marca (Empresas)
SIN
EMBARG
O…
75%
NO
CONOCEN
LA DIVISIÓN
PROFESIONA
L

155. OPORTUNI
DAD
COMEX
DIVISIÓN
PROFESIO
NAL
CAPTAR
NUEVOS
CLIENTES

156. | Fuente: TGI México 2014 Wave I + II + III v.04.01.2015 algoritmo
AMAI 8x7 – Personas
16
%
20
%
17
%
31
%
17
%
AB C+ C C-/D+
D/E
ABC
+
36%
ABC
+C
53
%
INCREMENTA
NDO LA
BASE DEL
TARGET
Composición por
NSE de P25-55
que trabajan en
puestos:§ Altos (Presidencia,
Dirección)
§
Intermedios
(Gerencias
/Jefaturas)
§ Profesionales con
despachos
§ Mantenimiento
RECOMENDA
CIÓN INCLUIR
EL NSE C

157. TARGET
PRIMARIO
P25-55 ABC+C
10,325,150
TARGET ESTRATÉGIC
O
P25-55 ABC+C
Trabajan en sector
Construcción / Hoteles /
Comercio
en puestos Altos /
Intermedios / Mtto /
Despachos
1,270,592
+503,200 personas, que
si consideramos sólo
ABC+ (60%)
INCREMENTA
NDO LA
BASE DEL
TARGET
| Fuente: TGI México 2014 Wave I + II + III v.04.01.2015 algoritmo
AMAI 8x7 – Personas

158. and I think
to myself
what a
Wonder
ful
WORLD

159. AR
QUI
TEC
TO
S /
ING
ENI
ER
OS
/
DIS
EÑ
AD
OR
ES
P R O F E S I O N A L E S
CONTRATIS
TAS
DISEÑAD
OR
INTERIOR
ES
ESPECIFICA
DOR
RESPONSIBL
E DE
MANTENIMIE
NTO
RESPONSIBL
E DE
COMP
RAS
MANTENIMIE
NTO
BEHIND
THE
SCENES:

160. PLANEACIÓ
N /BÚSQUE
DA
ANÁLISIS
NUEVO
PROYEC
TO
ASESO
RÍA
DESARROLLO
DE PROYECTO /
ENTREGA
R E D / O N L
I N EB A S E D A T O S P R O V E E
D O R E S C O L E G A S
E X P E R I E N C I A S P R
E V I A S C A T Á L O G O S
E X P O S
0 1 8 0 0
QUIENES
PARA
HACERLO
REALIDAD
…
U S O S
E S P E C I F I C A C I O
N E S C A S O S

161. PROFESIONAL
ES QUE VEN
LAS COSAS
DESDE
DIFERENTES
OJOS
( A N A L O G
Í A )
OPTIMISTA
ESTE VASO
ESTÁ MEDIO
LLENO
REALISTA
SI DE
ACUERDO,
ES UN VASO
IDEALISTA
ES MEJOR
UN VASO
CON AGUA
FRÍA
NIHILISTA
ESTE VASO
NO EXISTE

162. 7 AM 8
AM
6:00
AM
4 PM 5
PM
3:00
PM
10P
M
11
PM
9:00
PM
POR LA
MAÑANA
DURANTE EL
DÍA
POR LA
NOCHE
LLEGANDO OFICINA /
OBRA*
DE REGRESO A
CASA
11 AM
CONUNARUTINAASEGUIR…
A
d
*MÁS
TIEMP
O EN
CALL
E

163. PROFESIONALE
S PERO AL FINAL…
PERSONAS

164. P25-55
ABC+C TRABAJAN EN SECTOR
CONSTRUCCIÓN / HOTELES /
COMERCIO EN PUESTOS ALTOS /
INTERMEDIOS / MTTO /
DESPACHOS MUESTRA 346 /
1,270,592
Hombres
63%
Mujeres
37%
Solteros 18%
Casados/Pareja
74%Papás
66%
Postgrado
5%
| Fuente: TGI México 2014 Wave I + II + III v.04.01.2015 algoritmo
AMAI 8x7 – Personas
¿QUIEN
ES
SON?
25-3
4:
32
%
35-4
4:
37
%
45-5
5:
31
%

165. Tv Abierta
94% / 98
Tv Paga 65% /
144
Radio 58% / 109
Revistas 17% / 89
Prensa 33% / 131 / Digital
10% / 124
Cine 35% / 127
Celular 94% / Smartphone
40%
Internet 66% / 122 Espectaculares 71
% / 111
Parabuses 56% /
102
Camiones 47% /
107
Exterior Negocios
42% / 110
Puentes 37% /
113
Vallas 33% /
112
Vehículos forrados
31% / 137
Edificios 27% /
148
Google 61% / 120
Mensajería 54% / 134
Redes 52% / 118
E-mail 45% / 148
Fotos/video 41% / 154
Consultas 31% / 141
Música 29% / 113
Mapas 20% / 213 | Clima
20% / 360
| Fuente: TGI México 2014 Wave I + II + III v.04.01.2015 algoritmo
AMAI 8x7 – Personas
¿QUÉ
MEDIOS
CONSUM
EN?

166. EL
RETO

167. | Fuente: Brief
Cliente
UN
RETO
GRAN
DE:
PINTU
R A
VINIM
E X
B LA N
CA
Pasar de tener
en mente
esto
AEROS
OL
ACRÍLI
ESMALTE FLASH
COAT
RIVER
LACA
48%
POLYFORM
3000
PINTURA
VINIMEX
EASY
CLEAN
PLAKA
COMEX
A todo
esto

168. B a rrie rs
Comex son sólo pinturas
No conocen la variedad de productos, alternativas, tecnología,
servicios, asesoría
A m b it
io nQue detrás de cada obra/proyecto, más allá de la pintura,
haya un producto Comex
C h a lle n g e
Evidenciar el expertise de Comex en la
división profesional

169. ¿QUÉ ES?
Una plataforma donde evidenciaremos la ciencia y la tecnología detrás de los productos
de la división profesional
¿CÓMO SE LLAMA?
COMEXOLOGÍA (Estudio de la ciencia y tecnología destinados a proteger y embellecer la
aparente sencillez de los espacios profesionales)
¿POR QUÉ LO PODEMOS HACER?
Porque Comex tiene las credenciales para hacerlo: confiabilidad, calidad, tecnología,
desarrollo y especialización
IDEA
ESTRATÉGICA
¿CÓMO LE DAREMOS VIDA?
Haremos que los clientes potenciales conozcan/observen/toquen/prueben las
diferentes gamas de productos profesionales à Contextualizando los productos en
diferentes medios

170. TODO
CONECTA
DO P
R
M
edios
CRM
Capacitac
ión
Experien
cia
Fuer
za
Vent
as
Punt
o de
venta
Conteni
do

171. NO
OLVIDEM
OS EL
B2B…
EVENT
OS IN-
PERSON
WEBINA
RS
VIDE
OS
BLOG
S
COMPARTIR
CASOS
ESTUDIO
CLICK TO
CALL
SMARKETI
NG
VENTAS
+
MARKETIN
G
TRABAJAN
DO
JUNTOS
B
2
B
| Fuente: MS Intelligence /
Merca2.0

172. ¿CÓMO LO
LLEVAMOS A
LA REALIDAD?

173. ARQUITECT
URA
MEDIOS:
COMEXOLO
GÍA
Comexolo
gía
OL
V
Searc
h
UG
C
Show
Room
AAE
E
OO
H
Pren
sa
AAE
E
01
80 0
For
o
Displ
ay
Mobi
le
TV
P
Soci
al
Med
ia
Tas
k
Pai
d
Own
ed
Earn
ed
Earn
ed
Own
ed
Pai
d
Tas
k

174. PRIMERO:
ACCIONES DE
NICHO

175. REVISTAS
–
MÁS
ALLÁ
DEL
BRANDING
à 1:1

176. FORO PROFESIONAL
COMEX:
§ Convocatoria para
Ingenieros,
Arquitectos,
Diseñadores de
Interiores, Contratistas à
base de datos de editorial
partner de más de 25,000
personas del sector
§ Evento para 250 personas.
REVISTAS
–
MÁS
ALLÁ
DEL
BRANDING
à 1:1

177. SHOW
ROOM
COMEX
MÁS
ALLÁ
DEL
BRANDING
à 1:1
SHOWROOM MÓVIL:
§ Autobús brandeado de la
marca
§ Interior con diferentes
ambientes con
aplicaciones de productos
Comex
§ 4 días a la semana x 6 horas
diarias
§ Visita a 3 despachos/
escuelas por día
§ Permisos incluidos
§ Materiales Comex y
staff
proporcionados

178. ACCIONES QUE
HAREMOS
TODO EL AÑO

179. M
arca
Catego
ría
Afinid
ad
• Defender
• Reforzar el mensaje cuando ya es top of mind
• Continuar cubriendo el 100% de las
búsquedas de la marca
• Crecer
• Este presente cuando se está considerando
• Seguir compitiendo eficientemente en la
categoría
Alinearse
Asocie su marca con lo que le importa
Asociar la marca con los temas de interés
y afinidades del consumidor
SEM+PROGRAMÁTICA+SEO

180. 1. Análisis de M ercado /
Diagnóstico Punto
Cero, Definición de
KPI´s
2. Diseño
Táctico Optimización
+ M igración SEO
3. Optimización y
Auditoría Implementación de
nuevas tecnologías
Tácti
ca
Estratég
ica
4. Aspectos
técnicosOportunidades de contenido y SEO
Copywriting
5. Análisis – M
ejoras
SEO
Avanzad
o
6. Nuevas
Oportunidades
Link Building
Plan
7. Search
AvanzadoOptimización de otros
canales
REPORTING-ONGOING
MES1–MES12
SE
O

181. 1. Diseño de keywords core del negocio
2. Keyword Coverage de la marca /
competencia.
3. Identificación de nuevos competidores
SEO
4. M onitoreo de los competidores marca
5. Nuevas oportunidades de Keywords
para SEO.
• DURACIÓN
• Reporte M ensual ó 1
año
• 3. SEO On
Page
- Punto Cero
- Keyword research, urls, metatags, alt ,
H1, anchor
- Nuevas oportunidades de SEO
- Técnicas de SEO avanzado onpage
- On-going (+ Acciones de mejora si es a 1
año)
1. Competitive
(Benchmark)
- SEO Training *
- M anual Best Practices SEO * *
- Work in Progress (WIP Consult
ing) * * *
2. Know-
How
DURACIÓN
2 Días* + 1 Semana* * + 2
meses* * *
4. SEO Off-
Page
- Punto Cero
- Diseño matriz de enlazado externo (link
building)
- Técnicas de SEO avanzado offpage
- On-going (+ Acciones de mejora si es a
1 año)
DURACIÓN
4 M eses ó 1
año
OPTIMIZACIÓN

182. COMPRA
DE
AUDIENC
IAS
INTERE
ST
AFINID
AD
R
OI
+-
RETARGETI
NG
INTEN
T
DEM
O
CONTE
XT
BROAD
REACH
CUSTOM
ER

183. Usando la plataforma tecnológica propia
“Turbine” para crear audiencias y llegando de
inicio a ellas considerando
intereses:
Modelar la Data y
generar
Audience
Insights
OPTIMIZAC
IÓN
COMPRA
DE
AUDIENCIA
S

184. SPEAKER:
Ø Ruben Leo Sarmiento, Marketing Director, Genomma Lab
FROM MEXICO TO THE WORLD
How Mexico City based Genomma Labs is conquering the World with a product
category expansion strategy.
3:45 pm
4:15 pm

185. Award Ceremony
A_er
a
long
nominaTon
and
voTng
process
#Portadalat’s
10
Award
Winners
are
finally
announced!
4:15 pm
5:00 pm

186. Speed Networking Function
Top
Brand
Marketers
and
Media
Agency
ExecuTves
will
be
leading
#Portadalat’s
popular
Speed
Networking
Tables
5:00 pm
6:30 pm

187. Farewell Drink
Enjoy
a
relaxing
moment
a_er
two
days
of
many
new
insights
and
fun!
(Riverwalk
Terrace)
6:30 pm
EVENT WEBSITE:
https://www.portada-online.com/events/summit/