Community Focusing on the people behind the headlines

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M&M’s Blog goes behind the headlines to offer a running commentary on the business dynamics within the international media and marketing industry. The M&M editorial team joins forces with industry experts and local market heroes to balance a bird’s eye view of global trends with the importance of local insight.

Festival of Media LatAm

• Power to change

  14 October 2011

  “Sport has the power to change the world”…

  

  …These were the words of former Brazilian footballer and entrepreneur Raí Souza Oliveira, who was interviewed on stage at the Festival of Media in Miami on the final day of the conference.

  Sports can be leveraged to help young people in Latin America, through development and education, ultimately helping society. Oliveira sees the upcoming World Cup in Brazil as a good opportunity for brands to have a part of investment in the democratic part of sports activities. Brazil has a new objective and that is to educate the country, through the power of sport.

  For updates from the Festival of Media LatAm in Miami follow the hashtag #fomla11 on Twitter.

  Comments (0) | Permalink

  Posted by: Jenni Baker

  Tags: Sports, Emerging Markets, Festival of Media LatAm

• Latam’s new luxury

  14 October 2011

  MCF Consultoria’s Carlos Ferreirinha, Rudd Smeets founder and chief executive Elysiants and Diego Stecchi managing director, LatAm & Caribbean Salvatore Ferragamo took to the stage on day 2 at the Festival of Media LatAm to discuss Latin luxury.
  
  According to Ferreirinha the main talking point about luxury in LatAm is the shift in the distribution of luxury in Latin America. Previously Mexico and Brazil were considered to be weak markets for the luxury sector in the region where as now they are the epicenter. The young consumer demographic in the region makes it ideal for luxury marketers with the consumption of luxury goods being seen as a badge of honor.
  
  

  When prompted to name a global luxury brand that LatAm marketers could learn from Burberry was highlighted for its shift from being a ‘dad brand’ to one that is embraced by youth. Burberry’s use of multiple channels, especially digital, was also praised.

  For updates from the Festival of Media LatAm in Miami follow the hashtag #fomla11 on Twitter.

  Comments (0) | Permalink

  Posted by: Martina Lacey

  Tags: Emerging Markets, Festival of Media LatAm

• Going forward...

  14 October 2011

  Arcos Dorados president and chief executive Woods Staton opened Day Two of the Festival of Media LatAm with an overview of how the Latin consumer has changed over the years, and in particular spoke about a huge new middle class coming on board in the region.

  He described Latin America as a “great part of the world to be in” for businesses and spoke about how its time has come both as a continent and a society – democracy has become a part of most countries now and entrepreneurship is becoming a big thing.

  “If you look at the political and economic atmosphere, things are going forward,” Staton said.

  For updates from the Festival of Media LatAm in Miami follow the hashtag #fomla11 on Twitter.

  Comments (0) | Permalink

  Posted by: Jenni Baker

  Tags: Emerging Markets, Festival of Media LatAm, Consumer insight

• The 3 keys of digital storytelling

  13 October 2011

  “Digital is the best place for brands to bring their story to life,” said Microsoft Latin America general manager, consumer and online division, Lovina McMurchy on Day One at the Festival of Media LatAm.
  
  Microsoft's 3 keys to successful digital storytelling:
  
  Maximise your resources - providing the canvas for the next generation of brand advertising
  Expand your storytelling - through gaming experiences, sharing on Facebook
  Dare! - embrace mobile, gaming etc.

  Comments (0) | Permalink

  Posted by: Jenni Baker

  Tags: Online, Digital, Emerging Markets, Festival of Media LatAm

• Capturing the value

  13 October 2011

  Fremantle Media Latin America senior vice-president of sales and new business development Jack Alfandary shares his top tips for branded entertainment at the Festival of Media LatAm:
  
  Brand knowledge
  Think outside the box, working with content creators and producers
  Concept development
  

  Translate brand positioning into content

  For updates from the Festival of Media LatAm in Miami follow the hashtag #fomla11 on Twitter.

  Comments (0) | Permalink

  Posted by: Jenni Baker

  Tags: Emerging Markets, TV, Festival of Media LatAm, branded content

• Agency flaws

  13 October 2011

  P&G's director of global brand entertainment Rich DelCore revealed five key problems that he identified in the relationship between P&G and its agencies.
  
  Not enough good ideas
  Moving too slowly
  Confusing messages
  Multiple competing messages
  A lack of 360 degree approach
  
  P&G has aimed to resolve the above via its Brand Agency Lead initiative.

  Comments (0) | Permalink

  Posted by: Jenni Baker

  Tags: Agency/ client relationships, Business models, collaboration, Festival of Media LatAm

• The power of connections

  13 October 2011

  Facebook Latin America vice-president Alexandre Hohagen stressed the importance of the power of connections in a panel session with fellow media giants LinkedIn and Twitter at the Festival of Media LatAm.
  
  “Facebook believes business will be better in a connected world,” he said. “We are seeing people connecting with things they think are important.”
  
  

  Hohagen urged delegates to go back to their companies and teams and consider the following:

  Are you really thinking about your strategy from a social perspective?
  How and why would consumers share these stories and create connections?

  Comments (0) | Permalink

  Posted by: Jenni Baker

  Tags: Online, Emerging Markets, Facebook, Festival of Media LatAm

• Social media: a party invite

  13 October 2011

  “Social media marketing should be dealt with in the same way as if you were hosting a party” said Twitter director of business development Glenn Brown at the Festival of Media LatAm.
  
  

  It’s like sending out a party invitation, except the #hashtag is the invite - which directs people to find out more information about the ‘party’.

  For updates from the Festival of Media LatAm in Miami follow the hashtag #fomla11 on Twitter.

  Comments (0) | Permalink

  Posted by: Jenni Baker

  Tags: Twitter, Social Media, Online, Emerging Markets, Festival of Media LatAm

• Steps to social success

  13 October 2011

  Speaking at the Festival of Media LatAm, LinkedIn’s head of marketing for Canada and LatAm Nicole German talked about the ‘power of the network’ in social media marketing and the importance of second-degree connections.
  
  German's steps to social success:

  Build your presence
  Showcase your brand/personality
  Build your community through network and groups
  Engage your community with the right messages

  For updates from the Festival of Media LatAm in Miami follow the hashtag #fomla11 on Twitter.

  Comments (0) | Permalink

  Posted by: Jenni Baker

  Tags: Social Media, Online, Emerging Markets, Festival of Media LatAm

• The content wars

  13 October 2011

  It has long been argued that content is king, it wears the crown, and that it is the most important thing of all etc, etc, etc.
  
  Interpublic’s Krakowsky sang this familiar tune at the Festival of Media LatAm by claiming that the competition for consumer attention makes content key. However, he also argued that while Hollywood is currently the content factory for the world, this is shifting to Latin America and he had some numbers to back this claim up.
  
  In 2001 Latin American countries won 44 Cannes Lions, in 2011 this number tripled to 135.  In 10 years there have been 42 nominations for Latin Americans and nine winners and five of the top 10 markets on Facebook (based on % reach) are in Latin America.
  

  For updates from the Festival of Media LatAm in Miami follow the hashtag #fomla11 on Twitter.

  Comments (0) | Permalink

  Posted by: Martina Lacey

  Tags: Content, Emerging Markets, Festival of Media LatAm

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