Our POV on “Cultural & Economic Relevance” in Latin America during an age of rapid Economic, Cultural, & Political Convergence.

1. What does the G7, G8 & G20 have to do with new Marketing & Branding trends in Latin America? Our POV on “Cultural & Economic Relevance” in Latin America during an age of rapid Economic, Cultural, & Political Convergence.

2. A brief history of G. In the beginning… there where 7 “The G7 (also known as the G-7) was formed in 1976, when Canada joined the Group of Six: France, Germany, Italy, Japan, United Kingdom, and United States.” “An economic and political group of the seven largest industrialized nations, the powerful group of nations does not include any developing nations.” http://en.wikipedia.org/wiki/G7

3. A brief history of G. And then … there where 8 “The Group of Eight (G8, and formerly the G6 or Group of Six and also the G7 or Group of Seven) is a forum, created by France in 1975, for governments of six countries in the world: France, Germany, Italy, Japan, the United Kingdom, and the United States. In 1976, Canada joined the group (thus creating the G7). In becoming the G8, the group added Russia in 1997.” http://en.wikipedia.org/wiki/G8

4. A brief history of G. And then … there where 20 “The Group of Twenty Finance Ministers and Central Bank Governors (known as the G-20 and also the G20 or Group of Twenty) is a group of finance ministers and central banks governors from 20 economies: 19 countries plus the European Union. http://en.wikipedia.org/wiki/G-20_major_economies

5. A brief history of G. And then … there where 20 Collectively, the G20 economies comprise 85% of global gross national product, 80% of world trade (including EU intra-trade) and two-thirds of the world population.” http://en.wikipedia.org/wiki/G-20_major_economies

6. How the Power of G works. The Global Round Table has a Power Mechanic & Dynamic: A Democratic/Political attitude towards Economy A Capitalist/Economic attitude towards Culture. &

7. How the Power of G works. The Global Round Table has a Power Mechanic & Dynamic: “The G20 is a forum for cooperation & consultation on matters pertaining to the International Financial System. It studies, reviews, and promotes discussion (among key industrial and emergingmarket countries) of policy issues pertaining to the promotion of international financial stability.” With the G20 growing in stature since the 2008 Washington summit, its leaders announced on September 25, 2009, that the group will replace the G8as the main economic council of wealthy nations. http://en.wikipedia.org/wiki/G-20_major_economies

8. How the Power of G works. The Global Round Table has a Power Mechanic & Dynamic: • Power as a goal of states or leaders • Power as a measure of influence or control over outcomes, events, actors and issues • Power as reflecting victoryin conflict and the attainment of security • Power as control over resources and capabilities. With the G20 growing in stature since the 2008 Washington summit, its leaders announced on September 25, 2009, that the group will replace the G8as the main economic council of wealthy nations. http://en.wikipedia.org/wiki/G-20_major_economies

9. How the Power of G works. The Global Round Table has a Power Mechanic & Dynamic: Cultural Relevance The G Power “Media” Brands. Viacom News Corp GE Universal Walt Disney Sony TCI Time Warner Beltersman Cultural & Political Media Economical Relevance Medium Cultural & Economic Channels/Brands Wal-Mart Telefónica GE Nestlé Coca-Cola Co. Walt Disney IBM Pepsi Co. P&G Toyota The G Power “Medium” Brands.

10. The Power of G at work in LATAM. http://en.wikipedia.org/wiki/G-20_major_economies

11. The Power of G at work in LATAM. Cultural Relevance The G Power & Latin American “Media” Brands. Sony GE News Corp Universal Televisa Walt Disney Globo TCI GrupoClarin Telefónica Cultural & Political Media Economical Relevance Medium Cultural & Economic Channels/Brands Cemex Telefónica Wal-Mart GrupoMoctezuma Corona Bimbo GrupoModelo AmBev Coca-Cola Co. Itaúsa The G Power & Latin American “Medium” Brands.

12. The Power of G at work in LATAM. Global conglomerates can at times have a progressive impact on culture, especially when they enter nations that had been tightly controlled by corrupt crony media systems (as in much of Latin America) or nations that had significant state censorship over media (as in parts of Asia). The global commercial-media system is radical in that it will respect no tradition or custom, on balance, if it stands in the way of profits. But ultimately it is politically conservative, because the media giants are significant beneficiaries of the current social structure around the world, and any upheaval in property or social relations—particularly to the extent that it reduces the power of business—is not in their interest. — Robert W. McChesney, The New Global Media; It’s a Small World of Big Conglomerates The Nation Magazine, November 29, 1999 “…News Corp’s Sky Latin America and Hughes Electronics' DirecTvLatin America (DLA), dominate the DTH (direct to home) sector in Central and South America…” “…America’s first broadcast network, NBC, owns and operates more than 14 stations, along with CNBC, a business-news network, and Telemundo, the nation’s second-largest Spanish-language broadcaster...” “…CNN International can be seen in 212 countries, with a daily audience of 1 billion globally…” — Miren Gutierrez, Fewer Players, Less Freedom, Inter Press Service, March 20, 2004 Since the late 1980s, the global politics of privatisation and liberalisationcombined with homegrown cronyism have perfected, […} “gianormous” media conglomerates in Latin America. In Mexico and Brazil, the Televisaand Globocompanies respectively, have dominated the media for decades. Taking advantage of their close association with authoritarian governments, both companies were able to consolidate their control, particularly in broadcasting. Currently, they hold extensive interests in television, film, newspaper, music, radio and in other industries. http://www.opendemocracy.net/print/64

13. The Power of G: Cultural & Economic Relevance. Cultural Relevance Emerging Economies & Cultures have impact & are impacted upon, as they search/gain relevance in the world’s stage of G Powers. “Emerging” means that the Economy & Culture of a Country/Region has “Relevance”, hence, deemed worthy of interacting with. Economy “transfer of value” Economic interactivity Energy “transfer of value” Energetic interactivity Culture “transfer of value” Cultural interactivity Media “transfer of value” Media interactivity Goods “transfer of value” Trade interactivity Economical Relevance

14. The Power of G: Cultural & Economic Relevance. Cultural Relevance Emerging Economies are emerging because they are seeing the rise of their middle working class. The working middle classes in Argentina, Brazil, & México look up and desire the Cultural & Economic Relevance / Life Style enjoyed by citizens/consumers/shoppers of the G Powers. The Working Middle Class works harder (raising the National GDP, Per Capital Income & Personal Consumption) in order to be able to pay for products/services that the G Power Working class enjoys. The Working Middle Class works to pay for an escape of their working realities by consuming G20 Cultural/Media realities in goods/services. Economical Relevance http://en.wikipedia.org/wiki/G-20_major_economies

15. The Power of G: Cultural & Economic Relevance. Cultural Relevance New Media/Mediums & New Products/Services are first created and tested at G8 levels and then –once “perfected”- they get monetized Worldwide at all levels of G20. As Economies/Cultures emerge (Mastering of Cultural/Capitalist & Economic/Cultural Relevance) and becomes more relevant economically & culturally to the G8/G20, they adopt cultural & economic patterns of consumption/behavior. But the impacted also has an impact: Emerging Economies/Cultures also impact the G8/G20 by way of their own cultural & economic innovation to the rest of the world economies. Hence, the richest guy in the world, Mr. Carlos Slim, is from Mexico. Economical Relevance http://en.wikipedia.org/wiki/G-20_major_economies

16. Cultural & Economic Relevance happens even during “bust” economic times. Cultural Relevance Economical Relevance

17. Cultural & Economic Relevance happens even during “bust” economic times. “In the coming weeks, I will introduce a bill in Congress to create a new professional exchange program between the United States and Muslim-majority countries. This pilot program would allow young American professionals to spend six months overseas experiencing a new culture in Muslim countries while gaining new work experiences. And it would allow citizens of those countries to spend six months in the United States, where they will gain valuable work skills and see what life in America is all about. We've done this before. After World War II, our leaders -- and particularly a young senator from Arkansas named J. William Fulbright -- recognized the value of building bridges through exchanges. While the Fulbright program began modestly in 1946, today, 300,000 men and women have been proudly called "Fulbrighters." The alumni list includes 40 Nobel Prize winners from 11 countries, and 7,500 new scholars every year. If you doubt that people-to-people exchanges are a good diplomatic investment, consider this: 20 of those young international Fulbright scholars who came to study in America went on to become heads of state.” http://www.huffingtonpost.com/john-kerry/exchanging-people-and-ide_b_601128.html?view=print

18. Cultural & Economic Relevance happens even during “bust” economic times. “Bravo isn’t simply guessing that the more exposed and personal aspects of Ms. Frankel’s life will appeal to its audience. The network, which finds and tests stars in much the same way that consumer products companies develop and market shampoos and mascaras, has done its homework. And it is confident that this is exactly what viewers want out of a show starring Ms. Frankel, one of its “Bravolebrities.” Viewers’ opinions, carefully observed and culled on the Web and pinpointed through more traditional market research, tend to dictate which Bravo stars graduate from ensemble reality shows to their own programs. The thinking is that they’ve already been vetted by the Bravo audience and the research team, and that they’ve already built brand awareness — so Bravo is, in marketing terms, just extending its product line.” http://www.nytimes.com/2010/06/06/business/06bravo.html?adxnnl=1&ref=business&pagewanted=print&adxnnlx=1275994851-AeuvzWTuz3muRryFV29d7g

19. Cultural & Economic Relevance happens even during “bust” economic times. The reason, perhaps, is that the newly elected center-right prime minister, Viktor Orban — like other political leaders in Europe — is finding it nearly impossible to satisfy two very different constituencies: disaffected voters who are unwilling to see their pay and benefits cut further, and the European Union, the I.M.F. and bond investors, who are demanding ever deeper austerity measures as a way of reducing debt. http://www.nytimes.com/2010/06/07/business/global/07euro.html?ref=business

20. Cultural & Economic Relevance: Conclusion. We believe that The Brands that do not try to understand, leverage, and capitalize on the Dynamics/Mechanics of “Cultural & Economic Relevance” in Latin America –in a manner where they can positions themselves ahead of the curve/wave- will inevitably loose value and relevance in the minds of Consumers/Shoppers, the Media/Mediums, the Culture, the Politics, and the Economy. “Out of mind, out of sight” = Economic & Cultural Ir-relevance