Events: LT 2024 | Calendar / Advertising Week

2:00 ^PM

Macarella

Invite Only

Join us for the 99 Degrees Networking Lunch, where senior professionals will explore the future of marketing. As a leading Martech company, 99 Degrees drives innovation in the industry, and this lunch will showcase how technology is transforming the landscape. Enjoy great content, gourmet cuisine, and the chance to network with peers as we introduce the new era of marketing at Ad Week Latam.

Rodrigo Orozco CMO, 99 DEGREES

Eduardo Posadas CEO, 99 DEGREES

Rodrigo Orozco

Eduardo Posadas

7:00 ^PM

Future Is Female Awards

The Creativity Stage

Invite Only

The "Future is Female" awards are the cornerstone of Advertising Week's globally recognized program, celebrating outstanding and pioneering women in our industry. At this invitation-only awards night, we will honor women from across the sector who are shaping the future day by day.

This prestigious event will take place on one of the main stages of Advertising Week LATAM, the Creative Showcase Stage, at the Papalote Children's Museum.

The Future is Female awards not only celebrate the trailblazers redefining the advertising landscape but also highlight the importance of female leadership in a world that needs more powerful and inclusive voices.

Ruth Mortimer Global President, Advertising Week

Sherin Simón Associate Director, Advertising Week LATAM

Ruth Mortimer

Sherin Simón

7:00 ^PM

VIP Dinner, Presented by Mercado Ads

Special Event

Invite Only

Join us for an exclusive VIP dinner hosted by Mercado Ads during Advertising Week LATAM at the iconic Soho House. This intimate evening will bring together industry leaders to discuss the latest innovations in digital advertising and e-commerce. Enjoy a unique opportunity to network with key decision-makers while exploring how Mercado Ads is shaping the future of the advertising landscape in Latin America. Invitation only.

10:00 ^AM

Plata: Transmedia Storytelling

The Great Minds Stage

Panel session where, Andrea Vidales, CMO of Plata will share with us the story of Plata, how it emerged and has positioned itself significantly in the Mexican market, having innovative products through technology to revolutionize the financial sector.

Sergio Gómez Villarreal Multimedios Host, Multimedios

Rommel Valencia De Paz Head of Digital Selling , MULTIMEDIOS

Andrea Vidales Sierra CMO, PlataCard

Sergio Gómez Villarreal

Rommel Valencia De Paz

10:00 ^AM

Trends and Insights How Media Quality Helps Inform A Successful Campaign Strategy

The Innovation Stage

This panel will focus on how Measurement and AI enable marketers to identify, evaluate, and utilize the right media channels to develop and execute effective marketing strategies. The conversation will explore both the practical and strategic implications of AI in media planning and campaign performance optimization.

Armando Rodriguez RVP, Latin America, DoubleVerify

Yozajandi Chavez Head of full-funnel CAMEX, Reckitt Benckiser

Pablo Velazquez Advertising Manager, General Motors

Sinuhé García Media Director, Anheuser-Busch/Grupo Modelo

Armando Rodriguez

Yozajandi Chavez

10:10 ^AM

Content, Media, & Entertainment Humanizing the Internet: Empowering Your Branding and Performance Strategies

The Creativity Stage

Connecting with Your Audience: How a More Human Internet Boosts Your Branding and Performance Campaigns

Eduardo Picazo Sales Director, Pinterest

Eduardo Picazo

10:50 ^AM

Mercado Libre: Building a Brand and Driving Demand

The Great Minds Stage

Mercado Libre is not only the largest e-commerce platform, but also a brand with which millions of users in LATAM identify, connect, and remain loyal to. We address the strategic pillars that make Mercado Libre the irrational, rational, and most convenient choice year-round, attracting, retaining, and re-engaging buyers through content, entertainment, and innovation strategies.

Héctor Betancourt Sr. Marketing Manager Mercado Libre, Mercado Libre

Héctor Betancourt

11:00 ^AM

Content, Media, & Entertainment MrBeast’s Blueprint for Global Good: How Digital Influence Powers Real Change

The Creativity Stage

MrBeast has built a platform where entertainment meets real-world impact, delivering aid to communities worldwide. Beast Philanthropy’s Executive Director, Darren Margolias, shares how the power of digital influence, driven by MrBeast’s reach, fuels initiatives that provide food, housing, and medical support—including recent projects across Latin America and Mexico. Through inventive partnerships and storytelling, see how Beast Philanthropy is setting a new standard for impactful, digital-first charity.

Darren Margolias Executive Director, Beast Philanthropy

Michael Gewirtzman Global Vice President, Programming, Advertising Week

Darren Margolias

Michael Gewirtzman

11:00 ^AM

Leaders in Marketing The Revival of Print: From Traditional Media to Object of Desire

Scale Up Lounge

Explore how print magazines have evolved from cultural origins to aspirational objects in the digital era. Gerard Angulo, CEO of Fashion Group Latin America and Editor-in-Chief of Marie Claire Mexico and Marie Claire Colombia, will take us through the history of editorial icons like Marie Claire, from its beginnings in France to its establishment in Mexico and Colombia. He will show how the industry has transformed in response to digitalization.

Gerard Angulo CEO of Fashion Group Latin America and Editor-in-Chief of Marie Claire Mexico, Marie Claire Colombia and NOIR, Fashion Group Latin America

Gerard Angulo

11:10 ^AM

Trends and Insights BuzzFeed: 5 Lessons to Adapt Your Brand to New Generations

The Innovation Stage

Gen Z together with vertical video transformed the paradigm of digital content consumption with unexpected speed. In this talk we will tell you how BuzzFeed faced the challenge of rejuvenating itself to speak to the youngest as its target audience, until it became a spokesperson, we will show 5 valuable learnings that we understood along the way.

Victor Ortiz Regional Head of Sales, BuzzFeed

Shahzad Yunas Branded Creative Strategy Lead, BuzzFeed

Victor Ortiz

Shahzad Yunas

11:30 ^AM

Ad Game

The Dome, presented by Netflix

RSVP Required - RSVP HERE

Step inside the Netflix Dome at AWLATAM, and immerse yourself in a revolutionary ad experience. The suspense of Squid Game comes alive as you interact with Netflix Ads for the first time. This is a game! Where your paddle will decide your fate as our guards scan the room. Experience firsthand how Netflix's powerful storytelling can captivate audiences and drive brand engagement like never before. Are you ready to see the future of advertising? Are you ready to play? Are you brave enough to be part of Squid Game?

The Frontman ,

Young Hee ,

The Frontman

Young Hee

11:40 ^AM

Ad Weak: The Dilemmas of Making Weak Content

The Great Minds Stage

Yes, there are several of us, but this isn’t a panel. This is a social experiment where experts are measured against the opinions of users. If the true weakness of marketing lies in the marketers themselves, now more than ever we need to listen to the generations that dominate the internet in order to create campaigns that are free of cringe, digital dopamine, and authentic content.

Andoni Zarrabe Almela Content and Production Director Latam, Ole Interactive

Jorge Hernández Director Creativo de PlayGround, Ole Interactive

Alejandro Kessler Head of Strategy Latam , Ole Interactive

Ruth Cabeza @La_Caranola Repostera y Creadora de Contenido, Tastemade

Andoni Zarrabe Almela

Jorge Hernández

11:50 ^AM

Content, Media, & Entertainment Advertising Trilogy: Data, Innovation and Incrementality

The Creativity Stage

Advertising experts gather to discuss data-related opportunities and challenges. The goal is to explore how to collectively overcome these obstacles and add value to the industry by talking about innovation and incrementality.

Carlos Corona VP LATAM & Europe, MindgruveMacarta

Michelle Romo VP Marketing & Comms North LAC, Mastercard

Vanessa García Fiol Marketing Director Hispanic America, Intel Corporation

Estefany Hernández VP Revenue and Strategy , Bloomberg Línea

Carlos Corona

Michelle Romo

12:00 ^PM

Trends and Insights The Future is Now: Transformative Trends in Marketing and Advertising

The Innovation Stage

An effective advertising campaign involves different strategies to be present to our consumers. The immediacy of the new generations does not give much room for an intense advertising campaign; They simply take control and change it, since they want their contents immediate and without many interruptions. This is where branded content is marking a change in the advertising industry and has become a very effective strategy to connect with audiences organically, without generating interruptions in the content.

Patricia Ramella Sr. Director Marketing, Digital Content, Social Media, Paramount

Roger Casas-Alatriste CEO & Founder, El Cañonazo Transmedia

Gabo Ramos Founder & Chief Content, SayYeah

Patricia Ramella

Roger Casas-Alatriste

12:30 ^PM

Sightwalks - Behind the Scenes

The Great Minds Stage

The path to build Sightwalks, one of the most awarded ideas in 2024.
And how a Cement Company became one of the TOP10 creative brands in the World.

José Rivera y Piérola Creative Chairman & CEO, Circus Grey

Gabriel Barrio Commercial Manager, UNACEM

José Rivera y Piérola

Gabriel Barrio

12:40 ^PM

Content, Media, & Entertainment Brandtertainment & Hacking Culture: Breaking Barriers in Brand Connection

The Creativity Stage

In this panel, we will discuss how Brandtertainment and Hacking pop culture are redefining the way brands connect with audiences, highlighting the key role of production. It’s not just about creating creative content, but about executing it with precision and agility, especially in an environment where cultural trends evolve rapidly. High-quality production allows brands not only to create captivating entertainment experiences but also to capitalize on real-time cultural moments, achieving authenticity and relevance. This session will explore how the ability to produce content quickly, without sacrificing quality, has become a key differentiator for brands like Netflix and Spotify that seek to stand out and resonate in a saturated market.

Checha Agost Carreño Founder & Chief Creative Officer, Founders

Delfina Lamino CEO, TooManyMuch

Francisco Diz Director, Canoa Films

Mara Fernández Chief Transformation Officer, PRODU

Tanya De Poli Founder & Chief Executive Officer, Founders

Checha Agost Carreño

Delfina Lamino

12:40 ^PM

Leaders in Marketing Disruptive channels: Expanding reach and optimizing budget OFF mainstream media

Scale Up Lounge

Petal Ads is all about growing business. Elevate your game in this intimate space where top experts will share their stories and lessons learned on how they took their operations to the next level. Your success is our concern.

Alejandro Villela Head of Petal Ads Latam, Huawei

Roberto Galván Busines Development Director Mexico, Huawei

Alejandro Villela

Roberto Galván

12:50 ^PM

Trends and Insights Generative 3D and the Future of Creativity

The Innovation Stage

AI has been a hot topic with many companies surely incorporating generative tools and content into their workflows and campaigns. Join Lizeth Lopez Arreygue from Shutterstock as she explores how Generative AI is changing the game, with guest speaker Maru Ribao from BYHOURS, presenting the case study Hotel of the FuTure. Together, they will also explore the next frontier of AI technology — generative 3D — opening new worlds of creative possibilities.

Lizeth López Arreygue Enterprise Client Partner, Latam, Shutterstock

Maru Ribao Regional Manager LATAM, BYHOURS

Lizeth López Arreygue

Maru Ribao

1:30 ^PM

Ad Game

The Dome, presented by Netflix

RSVP Required - RSVP HERE

Step inside the Netflix Dome at AWLATAM, and immerse yourself in a revolutionary ad experience. The suspense of Squid Game comes alive as you interact with Netflix Ads for the first time. This is a game! Where your paddle will decide your fate as our guards scan the room. Experience firsthand how Netflix's powerful storytelling can captivate audiences and drive brand engagement like never before. Are you ready to see the future of advertising? Are you ready to play? Are you brave enough to be part of Squid Game?

The Frontman ,

Young Hee ,

2:00 ^PM

Influencer Marketing 360: The Synergy That Boosts Results

The Great Minds Stage

Get ready for an inspiring panel that brings together top influencers, creative minds from TikTok, and industry leaders to dive into the power of collaboration. We will explore how agencies, platforms, and creators work toghether to deliver impactful solutions. We'll uncover insights into effective communication, the “other say” approach, and how these partnerships elevate results. Plus, we’ll discuss how the influencer marketing industry has grown in recent years and the exciting future that lies ahead. Don´t miss out!

Carlos Nasi CEO, Media Lab Agency

Sofía Lopez Cantu Lead Creative, TikTok

Ronald Hernández Morales Director, QueParió!

Arturo Morante Co-Marketing lead Mx, Uber Eats

Diego Riveros Content Creator, Hola Yeyo

Carlos Nasi

Sofía Lopez Cantu

2:10 ^PM

Content, Media, & Entertainment Deep Audience Connections: Empowering Advertisers with Relevant Content & Brands

The Creativity Stage

Join us for a session where we will share three key insights that have shaped our approach. Discover how prioritizing user needs and actively listening to feedback drives innovation and fosters lasting loyalty. Learn how diversifying across multiple platforms can boost media plan efficiency, and explore the importance of creating relevant content by partnering with trusted and strong media brands.

Gabriela Gutierrez Director, Ad Sales & Partnerships México, The Walt Disney Company

Gabriela Gutierrez

2:20 ^PM

Trends and Insights Microsoft Advertising: Performance Gurus

The Innovation Stage

Performance Gurus brings together leaders of the digital marketing industry in the region. The speakers will have the opportunity to share their experiences and knowledge in relation to the most innovative and effective strategies to maximize the performance of advertising campaigns in an environment that is constantly evolving.

Erandi Ramirez Garcia Digital Marketing Manager, Viva Aerobus

Camilo Celis Rueda Head Of Digital Solutions MX, IPG Mediabrands

Diego Ramirez Vargas Digital Marketing Lead, Price Travel

Carlos Ramiro Head of Microsoft Advertising Latam at Aleph , Aleph

Paula Gabriel Jimenez Client Growth Director for Microsoft Advertising Mexico at Aleph , Aleph

Erandi Ramirez Garcia

Camilo Celis Rueda

2:50 ^PM

Fueling Innovation: AI's Role in Creativity & Beyond

The Great Minds Stage

Learn how Google's Artificial Intelligence is not only changing how we create by empowering creatives with new ways to express themselves and push creative boundaries, but also how we address global challenges. Learn how AI is improving lives, fostering stronger communities, and unlocking new possibilities for businesses.

Aprajita Jain Chief Brand Marketing Evangelist, Google

Aprajita Jain

3:00 ^PM

Content, Media, & Entertainment COMBO! The Superpowers of Gaming

The Creativity Stage

Discover how in-game advertising through COMBO!, Gameloft for brands' in-game ad network, can transform your marketing strategy. We'll explore how audience targeting, playable ads, and immersive in-game experiences are revolutionizing the way brands connect with consumers. Plus, we'll provide you with key tools to help your brand stand out in today’s competitive digital landscape. Get ready to unlock the power of gaming and take your brand to the next level!

Jean Saltarin Managing Director LATAM, Gameloft for brands

José María Cerrillo Regional Head of Adsales & Business Development - LATAM, Gameloft for brands

Jean Saltarin

José María Cerrillo

3:00 ^PM

Leaders in Marketing AICP Show 2024

Scale Up Lounge

The AICP Show, The Art & Technique of the Commercial, is more than an awards ceremony recognizing the best in advertising; it’s an archival project with cultural and artistic importance. Judged by over 400 advertising and production professionals, it’s curated by industry leaders. Additionally, the AICP Show, along with the AICP Next Awards and AICP Post Awards, is preserved in the Museum of Modern Art's (MoMA) archives for future generations to study. The event celebrates the craft of commercials across all categories.

3:10 ^PM

Trends and Insights The Future of DOOH: Overcoming Technical Barriers and Embracing Innovation

The Innovation Stage

DOOH is at a crossroads towards the future, presenting enormous opportunities and challenges. From screen connectivity to the lack of full automation and the difficulty of real-time attribution and measurement, the obstacles are clear. This panel will explore how new technologies, such as artificial intelligence and advanced recognition methods, are revolutionizing the way to overcome these challenges, enabling more accurate attribution and more efficient operation of DOOH in entertainment.

José Minich CTO & Co-Founder, Groovinads

Manuel Ramos VP North LATAM , Basis Technologies

Manuel Ameneiros VP of Revenue, Boletia

José Minich

Manuel Ramos

3:30 ^PM

Ad Game

The Dome, presented by Netflix

RSVP Required - RSVP HERE

Step inside the Netflix Dome at AWLATAM, and immerse yourself in a revolutionary ad experience. The suspense of Squid Game comes alive as you interact with Netflix Ads for the first time. This is a game! Where your paddle will decide your fate as our guards scan the room. Experience firsthand how Netflix's powerful storytelling can captivate audiences and drive brand engagement like never before. Are you ready to see the future of advertising? Are you ready to play? Are you brave enough to be part of Squid Game?

The Frontman ,

Young Hee ,

3:40 ^PM

The New Owners of the Media

The Great Minds Stage

Action Media go beyond merely reflecting culture; they actively transform it by introducing concepts and values that challenge established norms and foster social dialogue. Through precise segmentation and personalized content, these media drive active audience engagement, creating deep and meaningful connections that amplify their cultural impact.

Diego Plaza CEO of FCO Group and Co-Founder Eliot Media., FCO Group

Diego Plaza

3:50 ^PM

Content, Media, & Entertainment Fast Fashion Bets on Influencers: Myths, Taboos, and Realities

The Creativity Stage

In this Insider session, we will explore how Shein, a leading fast fashion brand, is dominating the digital world through collaborations with influencers.
With an influencer who has millions of followers, you'll learn how these partnerships are managed and the effective strategies to connect with young audiences.
Additionally, we will share insights on the future of influencer marketing and how agencies maximize their impact in the digital landscape.
Don't miss it!

Arianny Tenorio Content Creators

Tammy Parra Content Creator

Matías Stetson Director, Insider

Luis Gómez Creative & Influencer Marketing Lead, Havas Play, Havas Play

Patrick Lassauzet Head of Communication and PR, SHEIN Mexico, SHEIN Mexico

Arianny Tenorio

Tammy Parra

3:50 ^PM

Leaders in Marketing AICP Show 2024

Scale Up Lounge

The AICP Show, The Art & Technique of the Commercial, is more than an awards ceremony recognizing the best in advertising; it’s an archival project with cultural and artistic importance. Judged by over 400 advertising and production professionals, it’s curated by industry leaders. Additionally, the AICP Show, along with the AICP Next Awards and AICP Post Awards, is preserved in the Museum of Modern Art's (MoMA) archives for future generations to study. The event celebrates the craft of commercials across all categories.

4:30 ^PM

From Zero to #1: The Unstoppable Rise of Chisme Corporativo in Just 5 Weeks

The Great Minds Stage

In this talk, Macarena and Rosalaura, the creators behind the Chisme Corporativo phenomenon, the most listened to business podcast in Mexico, share with us their incredible journey from when no one believed in their idea to reaching the #1 spot in just 5 weeks. We will learn about the strategies that propelled them to conquer the podcasting world, how they overcame the initial obstacles and how they managed to connect deeply with an audience looking for fresh, authentic and entertaining content about the corporate world. This conversation promises to be a source of inspiration for all those looking to defy expectations and create a powerful brand in record time, merging creativity and business in a unique way.

Sebastián Patrón Director , Advertising Week LATAM

Macarena Riva Co-host, Chisme Corporativo

Rosa Laura López Country Manager, Pickup Coffee & Co-host, Chisme Corporativo

Sebastián Patrón

Macarena Riva

4:40 ^PM

Leaders in Marketing Becoming a Global Force: The Evolution of Mexican Craft.

Scale Up Lounge

It highlights how Mexican audiovisual production has increased in quality and competitiveness. The industry has embraced cutting-edge techniques and developed a distinctive creative approach that resonates globally. Today, Mexican talent is recognized for its ability to tell powerful visual stories, establishing the country as a benchmark in international craft.

Carla Sánchez Armas CEO Latam, MPA

Alejandro Lozano Showrunner, Lemon Films

Mariano Serkin Co Founder, ISLA

Nicolás Celis Executive Producer, Pimienta Films

Yune Aranguren Core Brands Director, ABInBev

Carla Sánchez Armas

Alejandro Lozano

4:50 ^PM

Trends and Insights Impactful Collaborations: Secrets to Success on TikTok

The Innovation Stage

We will explore effective advertising strategies on TikTok, focusing on innovation and engagement. Featuring a content creator, TikTok, the agency OMD and Alkimiads Consulting. We will discuss formats, creators and key metrics brands use to measure campaign success. We’ll also examine the role of viral trends and the TTCX program’s influence on creator collaboration.

Luiz de Lavor Creative Partner Manager Spanish Latam, Bytedance - TikTok

Javier Muñoz CEO, Alkimiads

Fergie Alcantara Content Creator

Florencia Arroyo Chief Digital Officer, OMD

Luiz de Lavor

Javier Muñoz

5:20 ^PM

FILMVERTISING: Film That Looks Like Advertising or Ads That Look Like Film

The Great Minds Stage

What happens when reality overcomes fiction? An insightful perspective into the challenges of creating relevant content. Welcome! #Workalovers is a session and support group therapy for all who suffer and love advertising. It is for all professionals who love good work—fun work that connects and generates conversation. Brilliant content that, instead of interrupting, entertains you. We invite all those who believe in ideas that go beyond media and become news everywhere. Don't miss it!

Mike Arciniega CCO & Founder , Archer Troy

Dani Valle Content Creator, StayOnSocial

Paco De Miguel Content Creator, StayOnSocial

Mauri Clavijo Executive Director & Founder , Oriental Films

Mike Arciniega

Dani Valle

5:30 ^PM

Leaders in Marketing AMFI Show 2024

Scale Up Lounge

The AMFI showcase is an exhibition that celebrates the talent and creativity of the Mexican audiovisual industry. In collaboration with Advertising Week Latam and the Association of Independent Commercial Producers (AICP), this selection highlights the work of Mexican producers and creatives, aiming to showcase their technical and artistic quality. Through careful curation, AMFI presents a variety of pieces that explore current themes and reflect Mexico's commitment to craft and innovation in production.

5:40 ^PM

Trends and Insights Music: The Transformative Power in Culture and Advertising

The Innovation Stage

In the session, we will explore the emotional impact of music and its consumption by new generations, addressing the behavior of "super fans." We will discuss the relevance of a song in the success of an advertising campaign and analyze the musical genres that are trending globally, highlighting the importance of regional Mexican music both in Mexico and on a global scale.

Tomás Rodríguez Warner Music Mexico & Mexican Music President, Warner Music Mexico

Fernanda Balbuena Commercial Director, Warner Music

Gustavo Prado CEO, Trendo

Juliana Velasquez Artist, Warner Music México

Tomás Rodríguez

Fernanda Balbuena

6:20 ^PM

Leaders in Marketing Meet Up Creative Production: Connecting Innovators in Advertising

Scale Up Lounge

Join us for the AICP Awards Meet Up during Advertising Week LATAM, where we will celebrate excellence in advertising production. This gathering will bring together leading industry professionals to share experiences, inspirations, and the secrets behind award-winning campaigns. It’s a unique opportunity to connect with creatives and producers, exchange innovative ideas, and discuss the trends shaping the future of advertising. Don’t miss the chance to be part of this celebration and meet the leaders in the field!

6:30 ^PM

Trends and Insights Influencer Marketing from the Inside: Strategies, Monetization and Success

The Innovation Stage

In this panel, the most important Marketing Influencers in Mexico will share their personal experience living the world of influencer marketing from the inside. They will tell us how they started making content organically, how they managed to capture the attention of their first communities and what motivated them to keep going. They will discuss the strategies they use today to monetize their social networks and how they see the evolution of their communities, highlighting the importance of authenticity and genuine connection with their audience. From their beginnings to their current success, this panel will offer unique and authentic insight into how to transform a digital presence into a profitable and sustainable business. If you're interested in how influential personal brands are built and how to harness the power of influencer marketing, this panel is for you.

Carlos Brandt Marketer, Entrepreneur and Content Creator, Content Creator

Claudio Flores Thomas CEO, Altazor Intelligence

Karina Rosas CEO, Kool Studio

Carlos Brandt

Claudio Flores Thomas

AI & Modern Marketing

Presented byGoogle

Brands & Marketers

Presented byTelevisa Univision

Campaigns & Creativity

Presented byCOMEX

Content Marketing Creators Summit

Content, Media, & Entertainment

Presented byAdvertising Week

Digital Advertising

Leaders in Marketing

Streaming & CTV

Presented byRoku

Trends and Insights

Presented bySamsung Ads

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