Events: LATAM 2018 | Calendar / Advertising Week

9:30 ^AM

Global Keynote Series: Exponential Mindful Leadership

CDMX Keynote Stage

Millions of years ago, an asteroid collided with our planet and caused a change in the atmosphere that resulted in the dinosaur extinction. However, “dinosaurs” still exist in our world today, and they’re also doomed to disappear if they don’t adopt the technological wave of change in time. There are new threats, and they aren’t necessarily from asteroids. It’s a paradigm shift: until recently, we exchanged our work for hours and money, but now the global economy is based on experience. We must establish another type of leadership that takes into account logic and intuition. With that premise, Ismael Cala includes the following in his conference/experience.

Ismael Cala Life & Business Strategist, CALA Enterprises Corporation

Ismael Cala

9:30 ^AM

El Heraldo De México Leadership Breakfast

Papalote Museo del Niño

Join El Heraldo de México for their relaunch during AWLATAM.

By Invitation only.

Franco Carreño Director General, El Heraldo de México

Alfredo González Director Editorial, El Heraldo de México

Roberto Miles Director Comercial, El Heraldo de México

Adrián Palma Director Creativo, El Heraldo de México

Miguel Serrano Director de Operaciones y Circulación, El Heraldo de México

Franco Carreño

Alfredo González

10:05 ^AM

Global Keynote Series: Timing as the New Dimension of Branding

CDMX Keynote Stage

It has never been more important for brands to be relevant and be What´s happening in the world, culture and history. Events like World Cup and elections in Latam mean that persons and brands will have the opportunity to meet in the most vibrant 2018 conversations. Who is owning our times of relevance and resonance? Twitter is the undisputed zeitgeist and pulse of both worlds. In thought leadership and personal branding leaders around the world understand the importance of this synchronization between time and ideas and how this deeply connects with audiences and how this audiences are shaping the culture.

Melissa Barnes Head of Global Brands, Twitter

Melissa Barnes

10:50 ^AM

Global Keynote Series: Innovation Is Out, Invention Is In

CDMX Keynote Stage

We are in a world where over 2 billion smart phones occupy our visual attention. But we have quickly evolved to include other senses that aren’t limited to AR, VR, MR, or RR. How are creatives going to adapt and reinvent in a world of transparent interfaces? A place where sight, is now joined with sound and motion? Welcome to hearable, feel-able and wearable technology—powered by data, intelligence, sensors and more.

David Shing Digital Prophet, Oath

David Shing

11:25 ^AM

Global Keynote Series: Storytelling That Creates Connection & Loyalty

CDMX Keynote Stage

It is no secret that storytelling is a key tool for brands that want to connect with consumers and increase sales.

Stories move not only people but also move products. So that in this new digital generation, strong multi-platform stories become essential to create bridges between brands and their potential and loyal consumers.

Álvaro Rattinger CEO, Merca2.0 Marketing

Martha Debayle Media Personality, President, MMK Group

Álvaro Rattinger

Martha Debayle

12:00 ^PM

Global Keynote Series: Agencies in the Mobile Age: How Partnerships Drive Brand Success

CDMX Keynote Stage

Latin America has always been at the forefront of innovation and creativity, viewing challenges as opportunities for success. Today, with the growth of digital marketing, the advertising industry in LATAM is facing new challenges. Patrick Harris, VP of Global Agency Development at Facebook, and Marta Ruiz-Cuevas, CEO of Publicis Mexico, will discuss how Facebook and agencies are teaming up to accelerate the adoption of digital marketing in less mature markets and refine digital strategies in more developed markets throughout Latin America. Their fireside chat will also explore global digital marketing trends and how Facebook and agencies are partnering to localize these trends to deliver greater success for clients across the region. Patrick and Marta will show how to turn the challenges into opportunities and present new ways to partner in today's ecosystem as agencies position themselves to better compete and drive results for clients.

Marta Ruiz Cuevas CEO, Publicis Media Mexico

Patrick Harris Vice President, Global Agency Development, Facebook

Marta Ruiz Cuevas

Patrick Harris

12:30 ^PM

Mar Tech Trump, Hackers, Trust, and Transparency: Navigating the 2018 Digital Obstacle Course

El Heraldo de México Stage

Trump, fake news, constant hard news cycle, Russian malware, brand safety, price transparency dominated headlines in 2017. And yet digital continues to grow - as marketers can’t longer afford to exclude digital from their plans. How can we address media quality challenges head on and ensure that the standards we set align with real results for brands? Hear the latest in ad fraud, brand safety, and viewability, learn what the future holds, and start taking practical steps to a more transparent ecosystem.

Maria Pousa Chief Marketing Officer , Integral Ad Science

Maria Pousa

12:45 ^PM

Agency Predicting the Future of Advertising

OATH Stage

Creative, digital, experiential and media agencies CEOs, along with senior clients got together in four strategic foresight workshops to define the trends and actors and actions that will come together, resulting in potential future scenarios for our industry.

Sebastian Tonda, Founder and CEO of Flock Linked by Isobar and Vice-president of the board of AMAP (Mexican 4As) and leader of the project, will get us trough the resulting scenarios and the actions that we could take to prevent or promote the future success of our industry.

Sebastián Tonda CEO, Flock Linked by Isobar

Sebastián Tonda

1:00 ^PM

Agency Is the Agency of the Future Still an Agency?

OATH Stage

Join leading executives from holding companies, agency startups and newcomers in agency marketing services for a discussion centered on what is to come for agencies. This seminar will answer the lingering questions on what the future holds for agencies. Will they cease to exist, evolve, or take an entirely new form?

Mariana Sanz Country Manager, Mexico, Edelman

Pablo Hernandez O’Hagan President & Founder, Ingenia

Maren Lau Agency Director, LATAM, Facebook

Ana María Olabuenaga Founder & CEO, Olabuenaga & Cuchi Consultoria

Sebastián Tonda CEO, Flock Linked by Isobar

Mariana Sanz

Pablo Hernandez O’Hagan

1:00 ^PM

Leadership & Culture LATAM Leadership Roundtable

CDMX Innovation Stage

A new set of challenges has been birthed out of the latest innovations in technology and big data in our predominantly digital-first world. This new tech-driven ecosystem also has shown opportunities for growth unlike anything we've seen before. Hear from leaders in the advertising and media industry to discuss this rapidly evolving landscape, as well as, the timeless values of creativity, leadership skills, talent development and big ideas.

Carlos Morales Editor Transmedia, LATAM, Forbes Media

Diego Dzodan Vice President, LATAM, Facebook

Bo Finneman Partner, McKinsey & Company

Armando Rodriguez Vice President and Managing Director, Latin America and U.S. Hispanic, Oath

Armando Uriegas CEO, Nielsen Mexico

Carlos Morales

Diego Dzodan

1:00 ^PM

Mar Tech El Heraldo Daily Debate

El Heraldo de México Stage

Join El Heraldo and panelists for a lively discussion on the latest and greatest in marketing technology. Hear from industry experts on what is delivering on consumers interests and asks, as well as, what is creeping consumers out.

Alejandro Cacho Author, El Heraldo

Brian Gross VP Digital Innovation, Aeromexico

Guillermo Ortega Rancé Partner and COO, Mexico Media Lab

Ana Tirado Tewes VP Content & Owner, Gabana Marketing Group

Daniela Zamudio Marketing and Communications, Tommy Hilfiger Mexico

Alejandro Cacho

Brian Gross

1:30 ^PM

Consumer Journey: How an e-commerce adds value in every step of the purchase

Workshop Stage presented by Samsung

Customers go online several times and the intention to purchase grows for every single visit. In an e-commerce platform, as in a physical shopping, the consumer passes through several stages: looking with no intention, comparing prices, searching for something and finally buying. Brands should take part in every step of that journey, so as to build the intention from the beginning and generate awareness. Mercado Libre, as the e-commerce N°1 in Latam, will present its advertising solutions to accomplish this goal.

Eduardo Gauna de la Torre Head of Adsales, Mercado Libre

Eduardo Gauna de la Torre

1:50 ^PM

Agency Inspiring People to Follow Their Dreams

OATH Stage

Join Jimena Candano in a discussion focused around Dream Big. Hear how Jimena and her husband Juan de Lascurain came to partner with Javier Pizzuto and Kleenex, and the markets reaction to their work.

Jimena Candano Executive Director, Reintegra

Javier Pizzuto Marketing Director, Family Care , Kimberly Clark

Jimena Candano

Javier Pizzuto

1:50 ^PM

Leadership & Culture The Truth About Age

CDMX Innovation Stage

2018 is being billed as the year we rethink preconceived and dated notions around age. With many media outlets and companies looking to become age-agnostic, there is a huge swell of opportunity for brands to truly lead the way.

McCann Worldgroup's latest regional report focuses on these cultural shifts occurring around how consumers perceive aging. This isn't a traditional 'aging' study that focuses on the 65+ audience, the Truth About Age is a piece of comprehensive global research that explores aging throughout the ages. The study sets to challenge traditional wisdom and stereotypes of aging and highlight the numerous opportunities for brands. Indeed, one of the core findings from the study highlights that aging isn't just for the old and living isn't just for the young. According to our data:

o People who fear death the most are in their 20s
o People who think about aging most are in their 30s
o People who worry least about aging are in their 70s

India Wooldridge SVP, Director, McCann Truth Central

Josafat Solis Chief Strategy Officer, MWG Latin American & Caribbean

India Wooldridge

Josafat Solis

1:50 ^PM

Mar Tech Three Pillars to True Programmatic Success: Objectivity, Clarity and Education

El Heraldo de México Stage

Join Lorenzo Moreno, GM of Business Development at The Trade Desk as he demonstrates how objectivity, clear information and education can help marketers gain more transparency and more control over their multichannel digital campaign.

Lorenzo Moreno GM, Business Development, The Trade Desk

Lorenzo Moreno

2:30 ^PM

Agency Long Live the Independents

OATH Stage

The advertising industry is in the midsts of a "merging era." There are however, remaining independent agencies - known for their boutique and creative point-of-views. Are these lone-wolves missing out on resources made available to holding companies and big conglomerates? Leaders of celebrated independent shops come together on stage to discuss how and why they have dodged acquisitions - and what the benefits, and deficits, in doing so have been.

Antonio Ocaranza Fernández Director, OCA Reputacion

Yosu Arangüena Founder and Executive Creative Director , Made México

Matheus Barros Co-Founder, FLAGCX, The Creative Disruption Network

Raúl Cardós Founder, Anónimo

Billy Jurewicz CEO, space150

Antonio Ocaranza Fernández

Yosu Arangüena

2:30 ^PM

Shop the Feed: How Facebook is Shaping Social Shopping

Workshop Stage presented by Samsung

As this year’s Mary Meeker Internet Trends report pointed out, the Facebook feed has morphed into a shoppable storefront with an array of sponsored posts and ads that target users with relevant products they are likely to buy. Join the session to learn how to craft strategies and creatives that recreate the IRL window shopping experience on social. Hear from leading brand marketers as they discuss their approach to the latest shoppable ad formats such as Collection ads and Carousels.

Santiago Dominguez Client Partner, Facebook

Gabriel Herrera Head of LATAM, Smartly.io

Nicholas Ziyang Regional Head of Performance Marketing | LATAM , Linio México

Gerardo Alvarado Digital Marketing Manager, Innovasport

Santiago Dominguez

Gabriel Herrera

2:30 ^PM

Leadership & Culture Women and Digital: A World of Opportunities

CDMX Innovation Stage

When women prosper, everyone prospers. Empowering women through access to information, technology and digital tools, allows them not only to grow and develop, but to change the world around them. Join Karla Berman Head of CPG at Google to discuss how we can help close the gender gaps and boost Mexico's economy together.

Karla Berman Head of CPG, Google

Karla Berman

2:40 ^PM

Mar Tech The Next Era of Programmatic

El Heraldo de México Stage

Programmatic buying has completely changed the methods of online advertising. Given that most online ads are traded programmatically, digital firms, media companies, and agencies are competing to explore how to sell traditional media in a similar fashion. What does this mean for the next era of programmatic? The next wave of mobile advertising? Join business leaders for a discussion on how better targeting, increased specialization and more will be the future of programmatic.

Cyprien Grau COO & Co-Founder, Decidata

Andrés Franklin LATAM Director, Sojern

Christopher Maccaro Vice President, Head of Emerging Markets, Oath

John Peragine SVP and Global Head of Video, Rubicon Project

Erich Wasserman Co-Founder & Head of Strategic Business Development, MediaMath

Cyprien Grau

Andrés Franklin

3:20 ^PM

Agency Recognize me: You Are Not Just Your Logo

OATH Stage

Join Ricardo Saca from worldwide known design studio Cato Brand Partners and some of their important clients on an interesting topic on how many companies do not take advantage of their assets or history.

'We all want to be recognized but miss on the opportunity of being unique'. This conference will show how Cato Brand Partners develops a new concept or inspiration from elements or facts that are intrinsic to the organization but have been forgotten, neglected or unexploited.

Ricardo Saca Managing Partner, Cato Brand Partners

Carlo Ledezma Vice President for Latin America, USANA Mexico

Omar López CMO, OCESA

Ricardo Saca

Carlo Ledezma

3:20 ^PM

Leadership & Culture Female Foundry: A Final Call to Arms

CDMX Innovation Stage

We know. Another session about gender diversity in the tech industry. We just rolled our eyes, too. But every other day we seem to scroll through our feeds and come across a story where gender disparity has sent some company’s PR team into a tailspin.

The technology, advertising and media sectors are some of the most powerful societal influencers in the world. We must rally together and use our global influence to enact meaningful and lasting change.

Because she deserves it.
Because he deserves it.
And because our future will be defined by it.

It is time for the industry heavyweights to come together, not just to discuss the issues, but align around common goals and do something that provides substantial and sustainable change.

Join us as we foray into gender pay equality, global funding and support for female entrepreneurs, policy changes, and, of course, technology advancements that enable scale. And then, well, maybe we won’t need this panel again next year.

Mao Herman LATAM Brand Manager, iProspect

Marcus Dantas Founder and Leader, STARTUP MEXICO

Claudia Contreras Marketing Director IM and CMO, Samsung Electronics Mexico

Lorena Guilé Head of Social Responsibility, Cinépolis

Ana Jimena Ramírez Co-founder and CEO, Sersana

Sandra Rincón Head of Agency, Mexico, Google

Úrsula Quijano Strategy Director, Victoria147

Mao Herman

Marcus Dantas

3:30 ^PM

Mar Tech Header-Bidding: What Publishers in Latin America Need to Know

El Heraldo de México Stage

Header-bidding has leveled the ad tech playing field in the US, growing publisher revenue in a market that has traditionally had them fighting for every last dime. Now, the tactic is making its mark in Latin America. In an interview, Rubicon Project CTO Tom Kershaw and Patrizio Zanatta, Rubicon Project’s Managing Director of Latin America, will uncover what the shift means for Latin American media companies. Kershaw will follow with a deep dive into how header-bidding technology actually works to deliver publisher value.

Tom Kershaw CTO, Rubicon Project

Patrizio Zanatta Managing Director, Latin America, Rubicon Project

Tom Kershaw

Patrizio Zanatta

3:30 ^PM

Mobility Based Marketing for CPG. How Can Brands Leverage on on-the-go Moments?

Workshop Stage presented by Samsung

Every day Waze improves the life of the people in big cities, and we see these on-the-go moments as a valuable opportunity for brands.
Through all the intelligence from Waze, we know our wazers journey and based on this, we can create strategies that modify consumers behavior to take them to the point of purchase.

In this session:
We will introduce our Mobility for Brands positioning
Explain why and how Waze owns this territory
How Waze creates synergy with other media
Show how Brands can leverage on this

Marcos Ordenes Industry Manager CPG, Waze-Google

Marcos Ordenes

3:30 ^PM

Startup Summit: Pitch Day 1

Heineken Lounge

Don't miss the inaugural AWLATAM StartUp Pitch Competition!

Mexico City has been called the next Silicon Valley. Come hear Founders from today's hottest startups pitch their unique business to a who's who of major Venture Capitalists, investors and brand leaders on stage at Papalote Museo del Nino. See top entrepreneurs showcase how their ideas can transform our industry and describe how they can help your business and brand.

Gerónimo Ávila Founder & CEO, Element

Marcus Dantus Founder and CEO, Startup Mexico

Pablo Martinez Flores Founder, Klustera

Elizabeth Palacios Editor in Chief, CAMBIO Magazine

Gerónimo Ávila

Marcus Dantus

4:10 ^PM

Agency Is the Campaign Dead?

OATH Stage

--Has full-on, hyper-accelerated, totally immersive engagement killed off the old-world stop-and-start way to make change? Or not? --

We’ll check out major social movements – of the past and present – and probe the psyches of leading campaigners as we examine the relevance of the rolling-thunder campaign approach in a techno-driven instant-is-the-new-soon world. And we’ll reveal whether it’s RIP for the campaign as we know it….or the beginning of a next gen campaign model.

Gail Heimann President, Weber Shandwick

Gail Heimann

4:10 ^PM

Leadership & Culture The Community Era Is Here

CDMX Innovation Stage

A few years ago, how you communicated with your coworkers and superiors, how hierarchies played a fundamental role in a company, or even how work was conceived as something you had to do instead of something you could enjoy, was a reality.

Workplaces, work structures and work habits are changing. Now, professional success is directly related to personal goals, communication has become more horizontal and the sense of belonging has evolved into becoming part of a community with a main objective: mutual growth.

Jordi Azcuaga Community Manager, WeWork Artz Pedregal, WeWork

Ignacio Liaudat CEO, Circus Marketing

Jordi Azcuaga

Ignacio Liaudat

4:20 ^PM

Mar Tech Cleaning Up the Supply Chain

El Heraldo de México Stage

You’re surely all familiar with many healthy and vibrant online marketplaces. Most of us participate in them every day. But what do successful, well-working marketplaces have in common? Digital advertising marketplaces should be transparent, high-quality, and efficient in support of the best interests of marketers, content producers, and users.

However, today’s ad tech is unable to handle the ever-growing complexity of the open internet. Points along the supply chain have varying levels of sophistication and fraudsters have entered the market because it's a lucrative space.

Patrick Casal Senior Director, Market Development, AppNexus

Paul Hauff Hvattum Director General, Segundamano.mx

Patrick Casal

Paul Hauff Hvattum

4:30 ^PM

Mobile Experience in the Age of Assistance

Workshop Stage presented by Samsung

40% of users leave a mobile website if it takes more than 3 seconds to load. In a permanent "mobile" world, the user experience is increasingly fundamental and presents a great opportunity to stand out but also a great risk of inaction. Join Deb Reyes, Head of Performance Strategy for Spanish Speaking Latin America to discover new mobile technologies that can help win this challenge.

Deb Reyes Head of Performance Solutions - SPLatam, Google

Deb Reyes

5:00 ^PM

Leadership & Culture For a Better Mexico

CDMX Innovation Stage

Join Mexico’s leading CEO’s for an intriguing discussion on what it means to be a true business leader in Mexico.

Jonathân Torres Director Editorial, LATAM, Forbes Media

Alejandro Cardoso CEO, Publicis Communications

Patricia Corsi Senior Vice President & CMO, Heineken

Radek Jelinek CEO, Mercedes-Benz Mexico

Patricia Molina CEO, Havas Media Group México

Alejandro Soberon CEO, CIE

Jonathân Torres

Alejandro Cardoso

5:10 ^PM

Mar Tech Embrace Advertising Technology, Advance Your Marketing and Control Your Destiny

El Heraldo de México Stage

As digital marketing grows in size and importance, it is vital to know that you are fully capitalizing on its scale and ROI potential. But this can be dizzying Yesterday’s commercial structures and technologies aren’t up to the task. Distributing marketing campaigns in silos across formats, screens, devices, and media types, where omnichannel ad decisioning is left for third parties can cost marketers efficiency, scale and ROI. Meanwhile, consumers become alienated and resentful, potentially blocking your ads altogether.

There must be a better way. MediaMath co-founder Erich Wasserman explains how we can take steps today to take our marketing into the future – and we might even delight consumers in the process.

Erich Wasserman Co-Founder & Head of Strategic Business Development, MediaMath

Erich Wasserman

5:30 ^PM

AW Connects

Papalote Museo del Niño

Come have a drink and network with fellow Delegates at a cocktail party hosted by AppNexus!

Open to all Delegates.

CDMX Keynote Stage

El Heraldo de México Stage

OATH Stage

CDMX Innovation Stage

Workshop Stage presented by Samsung

Heineken Lounge

Lunario

Monumento a la Revolución

Papalote

Agency

Artificial Intelligence

Data

Presented byAcxiom

Innovation

Presented byNielsen

Leadership & Culture

Mar Tech

Media & Entertainment

Storytelling

Video & Content

Presented byTwitter

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