The document summarizes the agenda for the PortadaLat marketing conference happening on June 8, 2017 in Miami. It includes panels on marketing the Miami brand, dealing with fake news as a brand, innovation at PepsiCo Latin America, pan-regional marketing strategies, e-commerce trends, marketing tech innovations, and how Bimbo developed its marketing strategy. There are also presentations of award winners in categories like top digital innovator, online video campaigns, and top marketing professional targeting Latin America. The day-long event features speakers from companies including Havas, Mastercard, 3M, and Bimbo and is aimed at sharing insights on digital trends and the evolving Latin American marketing landscape.

1. June 8,
2017

2. 09:45am
10:25am
PANEL: MARKETING THE MIAMI
BRAND
Moderator:
➢ Myriam Marquez, Editor,El NuevoHerald
Panelists:
➢ Wendy E. Kallergis, President & CEO,TheGreater Miami &
TheBeaches HotelAssociation
➢ Lynda Fernandez,SVP PR International, MiamiAssociation
ofRealtors

3. The winners in 5 categories will be
announced!
Celebrate the best in marketing, tech and media
innovation
AWARDS PRESENTATION:
10:25am

5. Top Digital Innovator
Nominees are companies, including start-ups, belonging
to the marketing-tech spaceInnovative SSPs, DSPs,
DMPs, Ad-Exchanges in Latin America and the U.S.,
including Online Video content/advertising providers and
Mobile Media Technologies including App-Providers.

6. Finalists

7. Dsp Adsmovil

8. Sociomantic Labs

9. Taboola

10. The winner is

11. Sociomantic Labs

12. Top Latin Online Video Campaign
Advertising agencies and clients (brands) that have
created, planned and executed Online Video
Marketing .Campaigns in the U.S. Market and Latin
America over the last 12 months. The campaign achieved
high ROI for advertisers. In addition, the campaign
distinguished itself by a high degree of creativity and
originality.

13. Finalists

14. Mastercard/
universal Mccann

15. National Baseball Hall Of
Fame/La Viva Baseball

16. Ram 1500/UM/LatinOn

17. The winner is

18. Ram 1500/UM/LatinOn

19. Top Video Creator
Influencers and vloggers that nominate a video
campaign targeting the U.S or Latin American
consumer due to its originality and creativeness.

20. Finalists

21. Melodic

22. Sandra Cires Art

23. Hispanopost.com

24. The winner is

25. Sandra Cires Art

26. Top Panregional Marketing and Media
Professional
Advertising, marketing and media professionals that
have made an outstanding contribution to the expansion
of media and advertising targeting Latin American
audiences. Award candidates should contribute to the
growth of the Latin American-panregional advertising and
media sector (as opposed to a more national-local
approach).

27. Finalists

28. Victor Lopez, Head Of Digital Media,
HAVAS

29. Maria Flor Palazzolo, Medula

30. Vicente Jubes, CEOAnd Founder,
LatinOn

31. The winner is

32. Victor Lopez, Head Of Digital Media,
HAVAS

33. The Grand
winner

34. Victor Lopez, Head Of Digital Media,
HAVAS

35. 10:40am
11:10am
WHATDOES FAKE NEWS MEANFOR
BRANDS?
Speaker:
➢Steve Bent, Director of Research & Analytics, Golin

36. WHAT DOES
FAKE NEWS
MEAN FOR BRANDS?
Steve Bent,

38. 2016 WORD OF THE YEAR

39. pro not

40. truth vs. lie

41. BRAND

42. IF YOUR BRAND IS
PEOPLE WILL LOOK PAST THE FAKE NEWS

43. SLIME

45. RELEVANCE
HOW W E MEASURE

46. % WILLINGTO LISTEN
OR PAY ATTENTION
DEPTH OF PASSION
FOR THE BRAND
IDENTIFY THE BRAND’S TOP RELEVANCE DRIVERS
15DIMENSIONS

49. IN THE BATTLE FOR
RE LE VA
NCE
I N 2 0 1 7
TR U TH
IS HAVING A MOMENT
O F T R U T H

50. vs.
REALIT
Y

52. DESPITE THE LACK OF TRUST
people still buy

53. 2016 WORD OF THE YEAR

54. talkability trumps truth

56. MAJOR CHANGE

57. MEXICO
BRAZIL
UAE
INDIA
UK
CANADA
GER
MAN
Y
FRANCE
USA
CHINA
SINGAPORE
TAIWAN
HONG KONG
13 MARKETS
13,000 PEOPLE
4 CONTINENTS

58. ASK SEYMOUR // ASK PRESTON

59. what we learned

60. MACRO TRENDS
SCREENS >
PEOPLE
PRACTICAL &FUNNY
ARE
RELEVANT

61. CATEGORY TRENDS
DON’T NEED TRUTH
WANT ENTERTAINMENT
LOCAL >GLOBAL
NATURAL PART OF CULTURE
NO CLEAR BREAKOUT
RELEVANCE
LEADER

62. LOCAL TRENDS
FEEL WORKED-
OVER
FEEL EQUALLYIGNORED
STRONG BRAND
LOYALTY

64. I KNOW WHY
YOUR BRAND IS
RELEVANT
DO YOU?

65. QUESTIONS
sbent@golin.com

66. Break
11:10am
11:45am
Take a break and visit exhibitors in the auditorium
foyer.

67. a
11:45am
12:30pm
KEYNOTE: How innovation shapes PepsiCo's
LatinAmerican marketing strategy
Speaker:
➢Ricardo Arias-Nath, CMO,PepsiCo Beverages, LatinAmeric

68. 12:30pm
01:15pm
PAN REGIONAL MARKETING: Values, Passion and Rationale
Moderator:
➢ Jose VicenteLuque, Head ofMedia andAgency Relations, LatinAmerica&
CaribbeanRegion
Panelists:
➢ Victor Lopez, Head ofDigital, Havas Media
➢ Yamileth Bermudez, Media Operations Director,IPG Mediabrands Miami
➢ Paulo Cesar Celis, Head ofTrading LatinAmerica,Mindshare
➢ Maria Esther Nieves Garcia, Ad Sales Manager, Sony PicturesEntertainment
➢ Walter LaMendola, VP Ad Sales and Brand Solutions, Viacom
➢ Marco Casas, Head ofAgency,Miami
➢ Rafael Lopez deAzua, Head ofMedia & Digital Latam, CotyInc

69. LUNCH BREAK
01:15pm
02:45pm
Enjoy a complimentary lunch and get to know the
fellow attendees.

70. Brand InnovationModerator:
➢ Vanessa Gonzales, MD OMG Digital Hub,LatinAmerica
Panelists:
➢ Carlos Espindola, E-Hub Manager LatinAmerica,3M
➢ Patricio Rubalcaba, VP MerchantBusiness Development-T&E,
Retail &Digital Industries,Mastercard
➢ Natalie Bursztin, Marketing Director,Totto
➢ Parker Morse, Founder&CEO,H CodeMedia
2:45pm
3:30pm
WE ARE ALLE-RETAILERS NOW: E-Commerce and

71. 3:30pm
4:30pm
MARKETING TECH INNOVATOR SHOWCASE:The
programmatic and connectedTVrevolutions
Brand Exec:
➢ Vicente Jubes, CEO,LatinOn
Panelist:
➢ Jorge Rocha, Digital Lead LatinAmerica, PublicisOne
➢ Felipe Molina H., Digital Specialties Director,IPGMediabrands
LATAM

72. 4:30pm
5:15pm
z
MAKING ITHAPPEN: How Bimbo developed itsgo-t
marketing strategy
Speakers:
➢Ricardo Perez Baez, Global Marketing Communications Director,Grupo
Bimbo
➢Debbie Rubinstein, Global Client Lead,Starcom

73. Relax and enjoy drinks and hors d'oeuvres while you
network with fellow PortadaLat attendees.
In partnership with Miami Marketers.
PORTADALAT EVENING PARTY
05:15pm