Events: LT 2025 | Calendar / Advertising Week

6:00 ^PM

Roku AW Connects

Special Event

Unwind with Roku over drinks! Join us for a casual evening of networking, conversation, and connection—no agenda, just great company and a refreshing way to close out the day.

The vibes will be elevated by DJ Aveparadiso spinning live sets throughout the evening, creating the perfect soundtrack for networking and fun.

Good conversations, great drinks, and great music — don’t miss it!

9:50 ^AM

AI & Modern Marketing Machine Marketing

The Innovation Stage

You are no longer what you communicate, but what LLMs understand about you. Machine Marketing explores how artificial intelligence is reshaping marketing and communications from the way we consume information to how we design, segment, and measure strategies. Today, more than 35% of searches are answered by generative AI, 60% of consumers use it in their shopping experience, and one in five changes their decision after consulting it.

Federico Isuani Partner & Americas Marketing Solutions General Director, LLYC

Federico Isuani

10:00 ^AM

Content, Media, & Entertainment Can Journalism Be Profitable? The Success of La Estrategia del Día Podcast

The Media Stage

Discover how La Estrategia del Día, Spotify’s #1 news podcast, mixes rigorous journalism and commercial innovation to connect with a professional audience. In this conversation, Jimena Tolama, host and creative mind, together with Estefany Hernández, VP of Revenue and Strategy at Bloomberg Línea, share the editorial and monetization strategies that have made the videocast a benchmark for business and economic information in Mexico—maintaining both journalistic credibility and a profitable model.

Jimena Tolama Editor-in-Chief, Bloomberg Línea

Estefany Hernández VP Revenue and Strategy , Bloomberg Línea

Margaret Toledo Special Project Lead, Bloomberg Linea

Jimena Tolama

Estefany Hernández

10:00 ^AM

Brands & Marketers Is there a chance for Brand Engagement in the Era of AI?

The Great Minds Stage

We’ve entered an age where culture moves faster than comprehension — where brands, workplaces, and audiences all race after attention in a dopamine-charged world. As new content floods our feeds by the hour, how can any brand truly connect? How can creativity, leadership and meaning survive amid automation of everything?

Join:

Maca Rotter — Cultural architect behind major global entertainment brands and founder of La Panadería, the Latin-American creative licensing lab where ideas rise.

Moderated by Shingy — the original digital provocateur, cutting through hype and asking the hard questions.

This isn’t a lecture — it’s a conversation between two cultural engineers who’ve built empires, bent industries, and still believe that the best ideas rise from human heat.

Maca Rotter CEO, La Panderia

David Shing Digital Prophet, Shingy

Maca Rotter

David Shing

10:40 ^AM

AI & Modern Marketing From Exposure to Impact: How Mobility Is Shaping the Future of OOH Measurement

The Innovation Stage

Our session will open a conversation about how mobility is reshaping the way we understand and measure exposure and attention across the OOH ecosystem. We’ll explore the challenges and new opportunities emerging in OOH measurement — combining methodological innovation with a global perspective on how brands can truly capture attention in motion.

David Lamadrid COO & Co-Founder, OLA Media

Daniel Lamadrid CEO & Co-Founder, OLA Media

José Luis Espinosa Country Manager, Comscore

David Lamadrid

Daniel Lamadrid

10:50 ^AM

Without Brand Loyalty, There’s No Effective Retail Media.

The Great Minds Stage

How loyalty data is redefining value, effectiveness, and growth in retail media ecosystems — and how Oxxo is proving it.

Santi Darmandrail CEO, Epsilon LATAM

Santi Darmandrail

11:30 ^AM

AI & Modern Marketing Beyond the Walls: A Framework for Verified Social Success

The Innovation Stage

Join DV for an informative session packed with real-world examples. We'll show how verification tools like DV Authentic AdVantage™ help brands achieve media quality and verify the true performance of campaigns across multiple social media platforms, such as Meta, TikTok, and YouTube.

Alex Valle Chief Product Officer, DoubleVerify

Armando Rodriguez RVP, Latin America, DoubleVerify

Daniel Contreras Director de cuenta, UM

Camila Osorio Regional Digital Director (LATAM), Initiative

Alex Valle

Armando Rodriguez

11:40 ^AM

Content, Media, & Entertainment Streaming, Fandom, Attention: Netflix Ads

The Media Stage

In a world where attention is the most valuable currency, Netflix Ads unveils “Still Watching” for the first time—a unique, data-driven look at how Gen Z and Millennials consume and share streaming. Discover exclusive insights, data, and real cases to understand how attention, technology, and creativity converge, and how your brand can be at the center of attention.

Gloria Roncancio Suárez Head Measurement & Insights, Netflix Ads

Marcos Ordenes Ad Sales Director, México, Netflix Ads

Gloria Roncancio Suárez

Marcos Ordenes

12:00 ^PM

SportsCenter Experience

Special Event

Experience the thrill of sports like never before! Join us for the SportsCenter Experience at booth A18 and be part of ESPN’s energy alongside your favorite talents. Enjoy unique moments and discover the passion of sports behind the scenes.

Meet with: Sergio Dipp, Ricardo Peláez and Jorge Pietrasanta

Jorge Pietrasanta Host, ESPN

Ricardo Peláez Host, ESPN

Sergio Dipp Sportscaster, ESPN

Jorge Pietrasanta

Ricardo Peláez

12:20 ^PM

AI & Modern Marketing Breaking the Silos: The Convergence of AdTech and MarTech to Power Brand Growth

The Innovation Stage

As the lines between media, data, and creativity blur, brands need more than efficiency—they need a unified, growth-driven strategy. In this keynote, StackAdapt’s Vik Kandeth reveals how the fusion of Adtech and Martech empowers marketers to dismantle silos and build full-funnel strategies that drive real results. Learn to harness AI-powered creative, predictive audiences, and unified measurement to unlock personalization, effectiveness, and scalable, future-ready growth.

Vik Kandeth VP of Sales, StackAdapt

Vik Kandeth

12:30 ^PM

AI & Modern Marketing FOX and Tubi: Redefining the Future of Media in Mexico in Live Sports and Beyond

The Great Minds Stage

FOX is back — and is redefining the Mexican sports landscape. Over the past year, FOX has rapidly reestablished itself as the market leader with premium live sports, exclusive licensing deals, and fast-growing audience engagement.
Learn how this momentum is being supercharged through Tubi, FOX´s Corporation AVOD subsidiary, delivering powerful reach, scale, and premium entertainment to millions of consumers in Mexico.

David Salmon CEO, Tubi Global, TUBI

Mauricio Fajardo VP Ad Sales & Partnerships, FOX Latino America, FOX Latino America

David Salmon

Mauricio Fajardo

12:30 ^PM

Content, Media, & Entertainment Turning Listeners into Believers. Podcasts: Turning Attention into Action

The Media Stage

The Future of Advertising Is Heard.

In a saturated media landscape, podcasts have emerged as the most trusted and engaging channel for brands. Join Diego Bolaños (Managing Director, Acast México), Paulina Herrera (CEO & Co-Founder, Dudas Media), and guided by Diego Barrazas (Founder & Host, Dementes), for a fireside conversation on the unique power of podcasting as an advertising platform.

Diego Bolaños Managing Director, Acast México

Paulina Herrera Co-founder and CEO, DUDAS MEDIA

Diego Barrazas Founder and Host, DEMENTES

Diego Bolaños

Paulina Herrera

1:10 ^PM

AI & Modern Marketing Building the Next Era of Creativity and Connections Powered by AI

The Innovation Stage

AI technologies are evolving rapidly, offering marketers and agencies new ways to accelerate adoption, increase operational efficiency, and enhance creativity and engagement.

This session will explore how the entire marketing ecosystem can go beyond campaign building, integrating AI at the core of strategic and creative processes to generate impact and sustainable results.

Claudio Flores Thomas CEO, Altazor Intelligence

Facundo Pla EVP of Sales & CS, COR

Nash Cháidez Chief Product Officer, Tribu

Claudio Flores Thomas

Facundo Pla

1:20 ^PM

BRANDTRIFICATION: Create Local Marketing, Not Tourist Content

The Media Stage

She (advertising) looks great, even when things don’t go her way.
The biggest challenge in 21st-century marketing lies in how brands have begun to colonize culture itself, especially digital culture.

Andoni Zarrabe Almela Creative & Production Director Latam, Ole Interactive

Thalia De Anda Head of strategy and content , Tastemade

Jorge Hernández Director Creativo , PlayGround

Andoni Zarrabe Almela

Thalia De Anda

1:20 ^PM

Content, Media, & Entertainment How Culture Drives Effectiveness: Fueling Brand Performance Through Fandom

The Great Minds Stage

As artists deliver incredible performances for their fans, Spotify is the stage where brands can deliver their own great performance. A platform that's essential to fans is the foundation for a platform that’s effective for brands. In this session, we’ll explore how tapping into cultural moments and passionate fanbases can unlock next-level effectiveness.

Diana Ramírez Head of Advertising Sales Spotify LATAM, Spotify

Juan Carlos Esquivel General Manager Vichy México , L'Oréal

Anna Walls Media Strategy & Digital Lead, Diageo

Alejandro Grageda Head of Music, Spotify

Diana Ramírez

Juan Carlos Esquivel

2:00 ^PM

AI & Modern Marketing Ideas That Inspire: How the Game is Changing with Agents and Conversational AI

The Innovation Stage

AI is rewriting the rules of engagement, and Microsoft is leading the charge. Copilot is transforming Microsoft’s consumer and advertising products. Join us to unlock new growth opportunities, spark creativity, and lead innovation in today's fast-evolving digital ad landscape. This is a front-row seat to innovation, with bold ideas, and insights you can take back to your business.

Carlos Ramiro Head of Microsoft Advertising Latam, Aleph

Pablo Laucirica López Palacios Regional Vice President EMEA & LATAM, Microsoft Advertising

Carlos Ramiro

Pablo Laucirica López Palacios

2:10 ^PM

Connecting with Generation Z Through Passion: Authenticity, Community & Purpose

The Great Minds Stage

This panel will explore how brands, creators, institutions, and leaders can genuinely connect with Generation Z by activating their passions and values, from art, activism, and digital culture to entrepreneurship and gaming.

Alejandra González CO-CEO , DW Entertainment

Esen Alva Talent, DW Entertainment

Islas Vlogs Talent, DW Entertainment

Si Somos Gemelos Talent, DW Entertainment

Alejandra González

Esen Alva

2:10 ^PM

Balancing Celebrity and Science to Drive Industry Change Rooted in Ingenuity

The Media Stage

In an era when brand storytelling increasingly pivots on celebrity muscle and scientific credibility alike, this session brings together two potent forces behind the next wave of beauty-industry disruption. Under the guidance of Sid Katari, CEO of isima, the hair-care brand co-founded by global icon Shakira, we explore how the interplay of culture, performance and rigorous science can reshape consumer expectations, product development and brand identity.

Sid Katari CEO, isima

Sid Katari

2:50 ^PM

AI & Modern Marketing Juntos+: How Coca-Cola FEMSA is digitally empowering 2 million retailers

The Innovation Stage

In a traditionally analog sector, how do you empower 2 million small retailers? Discover Juntos+, Coca-Cola FEMSA's B2B omnichannel platform. This session explores how AI and technology are used to increase profitability, optimize operations for shop owners, and improve the lives of millions of people.

Juan Pablo De Velasco Marketing & Commercial Capabilities Director, Coca-Cola FEMSA

Juan Pablo De Velasco

3:00 ^PM

Content, Media, & Entertainment The Creator-First era: when brands learn to co-create

The Media Stage

The future of shared creativity between brands and creators.

Karina Rosas CEO, Kool Studio

Emilio Antun Podcaster and content creator, PAOCME

Pepe González Co Founder, Kool Studio

Sergio Barrientos MArketing Manager, ARCA Continental

Karina Rosas

Emilio Antun

3:00 ^PM

From Content to Action: The Era of Action Media

The Great Minds Stage

In a world oversaturated with content, what truly matters is what drives action. Brands can no longer settle for views or likes, they must move communities, create cultural moments, and become part of people’s lives. This stage explores how four key territories of influence, digital creators (Eliot Me), sports icons (Victory Me), Spanish-language streaming series (Aura media), and music as cultural experience (BYMA media), have become engines of a new era: the era of Action Media.

Javier Paniagua Opinion Leader

Susy Mouriz Content Creator

Diego Plaza CEO of FCO Group, FCO Group

Axel Madrazo Actor, Streaming

Ady Jimenez High Diver, Athlete

Javier Paniagua

Susy Mouriz

3:40 ^PM

AI & Modern Marketing Bye bye Cookies, Hello Loyalty: Media with purpose

The Innovation Stage

Discover how OXXO, through Retina Media, is redefining the connection between brands and millions of Mexican consumers. With over 24,000 stores and 27 million active loyalty users, OXXO has built the largest omnichannel retail media ecosystem in Latin America—where data, media, and experiences merge to deliver measurable results. Learn how brands can achieve mental and physical availability through the power of Retail Media.

Juan Guillermo Restrepo Retail & Digital Media Services Director, OXXO - Retina Media

Juan Guillermo Restrepo

3:50 ^PM

Coca-Cola at the World Cups: From Iconic Ads to Integrated Ecosystems

The Great Minds Stage

The historic bond between Coca-Cola and football has inspired some of Latin America’s most iconic campaigns. What began as major TV productions by WPP agencies has evolved into an integrated global model under Open X, its creative hub. This panel explores that evolution—from classic spots to modular ecosystems connecting emotion, data, and results—through real cases shared by Coca-Cola and Open X leaders moderated by Insider.

Horacio Genolet CEO, WPP Open X for The Coca-Cola Company in Latin America

Matías Stetson Co-founder and Co-director of Insider, Insider Latam

Claudia Navarro President of Marketing for Latin America The Coca-Cola Company, The Coca-Cola Company

Horacio Genolet

Matías Stetson

3:50 ^PM

Content, Media, & Entertainment Engaging Gen Z: From Awareness to Conversion

The Media Stage

Building a Campaign to Connect with Gen Z Through Retail Media

This session explores how Retail Media enables brands to build campaigns that genuinely connect with Gen Z, using relevant messaging and audience strategies that impact the entire funnel, from awareness to conversion.
Through the Nivea case, we’ll dive into how an integrated strategy can be built by combining Mercado Ads’ insights, data, and creativity with the brand’s consumer understanding and strategic vision, driving more effective communication.

Alejandra Restrepo Directora Comercial de Mercado Ads México, Mercado Ads

Jose Miguel Migoya Marketing Director, Beiersdorf

Alejandra Restrepo

Jose Miguel Migoya

4:30 ^PM

A Strategy Monster: How to Create Campaigns That Move the Needle

The Innovation Stage

More than agency and client — business allies. In this panel, the Marketing Monsters and Transformative Growth Agencies will guide us through how to create creative, effective campaigns that drive business growth.

Said Gil Presidente de la AVE y CEO de Dentsu Creative México, Dentsu Creative

Silvia Trinidad Vodka & Breakout Brands Marketing Director , Diageo México

Purificación Lucena Pineda Editor , Expansión

Said Gil

Silvia Trinidad

4:40 ^PM

Building a portfolio for sustainable growth

The Great Minds Stage

Felipe Ambra, VP of Marketing at Grupo Modelo, shares how the team is building a portfolio focused on sustainable growth. The session explores the evolution of the strategy, the key role of marketing in driving organic growth, and the implementation of the One Way ABI Way of Marketing, a framework connecting the main business pillars. It concludes with examples from three leading brands and their most successful campaigns, showing how the strategy effectively delivers tangible results.

Felipe Ambra Marketing VP Mexico, AB InBev

Felipe Ambra

4:40 ^PM

Content, Media, & Entertainment Behind the Scenes of the Podfluencers: Sonoro, Xanic and Marco Antonio Regil

The Media Stage

Around the world, podfluencers—creators who blend the reach of influencers with the intimacy of podcasters—are transforming brand communication. Join Xanic, Marco Antonio Regil, and Gerónimo (Sonoro) to explore behind-the-scenes of successful collaborations: from organic product placement to viral shows. As the #1 Spanish-language podcast network, Sonoro shares lessons, metrics, and ideas proving that stories don’t just sell—they stay.

Xanic Zondo Comedian, content creator, and host of the podcast Noche de Chicxs, Esa Morra Me Mama

Marco Antonio Regil TV host, speaker, and host of the podcast Marco

Gerónimo Ávila Co-founder and Director, Sonoro México

Xanic Zondo

Marco Antonio Regil

5:20 ^PM

AI & Modern Marketing Orchestrating at Scale: AI, Microcreators and the Future of Influence

The Innovation Stage

Brands no longer need just one big idea—they need a thousand pieces of content that feel real. As microinfluencers reshape how stories spread, scaling campaigns has become both a creative and operational challenge. This session explores how technology and AI enable brands and agencies to turn hundreds of small creators into a powerful, coordinated storytelling network.

Antón Chalbaud Founder & CEO, Disker.ai

Jonathan Alatorre Havas Play Head, Mexico, Havas

Charly Suarez Partner, The Collective Agency

Antón Chalbaud

Jonathan Alatorre

5:30 ^PM

Having Followers Is Not the Same as Connecting: In a World of Virality, "The 4" Seek Connection

The Great Minds Stage

In an environment where audiences seek authenticity beyond virality, a new generation of creators is breaking stereotypes. “Los 4” —José Ramones, Jacinto, Emilio Antún, and Diego Calzada— represent a different kind of masculinity: sensitive, empathetic, and purposeful. Through comedy, music, running, and podcasts, they connect with thousands of people by opening conversations that few dare to start.

José Ramones Actor and comedian, PAOCME

Emilio Antun Podcaster and content creator, PAOCME

Jacinto Musician, PAOCME

Diego Calzada Athlete and content creator, PAOCME

Paola Calderon CEO, PAOCME

José Ramones

5:30 ^PM

Content, Media, & Entertainment "The Secret Life of Your Mind": The Story Behind the Emmy and Its Impact

The Media Stage

A Case Study on How a Science Series Connected Audiences and Brands Through Emotion

Eugenio Fernández PRESIDENT MEDIA , CAPITAL DIGITAL

Gerardo Roman Sr Brand Manager , Kenvue

Sonia Enríquez Directora de cuenta , UM/Onevue

Eugenio Fernández

Gerardo Roman

6:10 ^PM

AI & Modern Marketing Agentic Trading: Speed, accuracy, and scale with the intelligent Trading Agent

The Innovation Stage

In a world where every second counts, MiQ presents “Agentic Trading: Speed, Precision, and Scale with MiQ’s Intelligent Trading Agent”, a session on how agentic artificial intelligence is redefining programmatic optimization. With over 15 years of digital trading expertise, MiQ combines experience and generative AI to boost efficiency, enable smarter decisions, and mark a new era of trading—faster, more precise, and truly intelligent.

Mara Fernández Chief Transformation Officer, PRODU / FIAP

Luis Arvizu Managing Director, MiQ Mexico

Mara Fernández

Luis Arvizu

6:20 ^PM

Content, Media, & Entertainment Terán/TBWA: In Beta since 1947 A past that inspires, a present that challenges, a future that is built.

The Media Stage

The full journey of one of the most influential agencies in the history of Mexican advertising. Terán/TBWA has long been synonymous with creativity, disruption, and campaigns that became part of the country’s collective memory. Today, under the leadership of a new generation, the agency faces the challenge of reinventing itself without losing its essence.

Andrés Teran CEO, TERAN TBWA

José Alberto Terán President, Omnicom Advertising Group Latam

Sebastián Patrón Director , Advertising Week LATAM

Andrés Teran

José Alberto Terán

6:20 ^PM

Trends and Insights CONTENTAINMENT: Grand premiere — not just in theaters

The Great Minds Stage

In a world where content has become increasingly relevant, this panel explores how marketing must be just as thrilling as the movies themselves. Featuring real cases and key learnings behind campaigns that sparked conversation — led by Sony Pictures, Archer Troy, and top talent from the Mexican film industry.

Join us to hear from entertainment professionals discussing branded content inspired by the culture we all love as fans, and shaped by the trends defining today’s landscape — all grounded in real creative work.

Guillermo Bernal Creative VP, Archer Troy

Mary Paz Huerta Marketing Director, Sony Pictures Distribution México

Luis Fernando Peña Actor

Héctor "Bully" Trejo Conductor

Guillermo Bernal

Mary Paz Huerta

AI & Modern Marketing

Brands & Marketers

Campaigns & Creativity

Content, Media, & Entertainment

Creator Perspectives

Shopping & Commerce Media

Streaming & CTV

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